Manual Seven - Tracking Your Results: The Foundation of Marketing Success

            The biggest mistake “professional” marketing/advertising types make is to take an “artistic” approach to their work and not include ways to track their results – YOUR results! In this manual, you will learn why most marketing is an insane waste of money and how to evaluate yours so that every dime you spend produces a specific, measurable response.

            Many famous advertisers, from Wrigley’s gum to Wanamaker’s department store, have had this quote attributed to them:

“I am sure that 50% of the money I spend on advertising is a total waste.  The problem is, I’m not sure which half it is!”

            Unfortunately, that’s still the case for most advertising. It is also true for many other forms of marketing and sales. Most companies don’t even know what percent of interested people they talk to actually buy from them (their closing ratio). Today, almost every aspect of your marketing is trackable and accountable but only if the proper system is followed.

            You want your marketing to produce more leads and better-quality leads. This can only be accomplished if you meticulously track each ad, direct mail piece, mailing list, billboard and e-mail campaign.  The results will help you to spend your marketing dollars where they are most effective.

            Using paper systems and your website, you will be able to track and quantify all of your marketing. You will then make smarter decisions about your marketing, resulting in a dramatic increase on your Return on Investment.

In this manual, you will discover:

• Why tracking your marketing is so critical to your success. 
• How to use tracking codes, custom URL’s, cloaked 800 numbers and other insider tricks of the trade to track print ads, direct-mail campaigns, phone calls, e-blasts and anything else you do in the name of marketing down to the last red cent! 
• How to track your sales efforts.
• How to calculate your ROI. 
• How to profit from telephone research. 
• How to effectively measure your customer service.
  
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