It’s all about numbers when it comes to marketing. Yet most people don’t ever look at the numbers! Doesn’t it make sense to know that if you’re spending $XXX dollars, you’re generating $XXXX dollars in sales? How else will you know whether or not one marketing method works over another? That’s why it makes sense to track your marketing efforts. And it’s also why direct response marketing is great for tracking sales because you’re getting your prospects to take ACTION!
Let’s look at an example:
- John is spending $300 a month on his yellow pages ad.
- He is spending $132 a month on a personalized, 4-page newsletter that has several areas for him to promote his business by using coupons, testimonials, announcing a new service, referral programs, contests and more.
John is finding that when he asks people who call how they found him, very few say the yellow pages (maybe one or two a month), and they don’t always net a new client. Yet every time he sends out his newsletter, he generates coupon sales, responses to new service offerings, and referrals. He estimates his newsletter is generating and additional $1,000 a month.
Do you think that $300 a month yellow pages ad is worth it? How about the $132 a month newsletter? Needless to say, John didn’t renew his yellow pages ad. And this is why it’s so important to track your marketing activities — so you don’t waste your hard earned dollars on marketing methods that don’t bring you a return on your investment.
In Part 3, we’ll talk about the elements needed to create a great direct response ad.
If you are interested in direct response marketing materials that WORK, check out our website, CleaningBizMarketingMaterials.com
That is so true -- it is VITALLY important for any cleaning or janitorial company (or any other biz for that matter) to track EXACTLY where all their new leads and potential clients are coming from... so as not to burn through unneeded money used on advertising that doesn't pan out.
-Daniel
Posted by: Tulsa House Cleaning | October 05, 2010 at 03:55 AM