Like most of you, if I don’t deliver results–I am out of business. Numbers do count, especially ROI on any of your advertising dollars. More on that in a minute.

There is a reason that the media rep is suggesting a “package” buy (whether your individual rep is aware of it or not).
Now pay attention. It’s called “gross impressions.”
Think about it. The first time you see or hear a particular ad, you may say “Hmm, that’s interesting.” The second time you notice it you may say, “I need to remember that.” But the third time you absorb it and say, “Mama, hand me the phone and let’s buy one of those.”

The average impressions to action are 3.16 times. Good media reps know how many ads need to be in your “package” to get the gross impressions to the targeted market.

As far as TESTING, do the testing of your ads BEFORE you pay for schedules. Duh!
Want to test cheap and easy? Run a copy of your ad by 9 friends and relatives. If the results suggest changes, run it by 9 more. When the majority of 9 prove it effective–run it.

Hey! I just saved you a fortune. But there is nothing more effective for ROI than great copy. And there is lots of great advice and examples right here in these columns.

Take any of Mr. Lawrence’s outstanding Channels and use “thoughtful” marketing, and you’re on your way to the top.