It’s the best kept secret in the advertising world – most advertising simply does not work!

The people who are employed to sell you ad space are some of the most highly trained sales people in the world. They use powerful influencing techniques to get you to part with your cash to advertise in publications just because your competitors are all there too.

Well guess what…. Most of your competitors’ advertising doesn’t work either. But they know so little about marketing, most of them don’t even know it doesn’t work. Why? Because they break the first golden rule of marketing. They don’t test and measure it.

Fortunately, you’re smart enough to know that from now on, every penny that you spend on advertising needs to be measured. You need to know precisely what the ad cost, what the response was, how many of those who responded converted and what that is worth to you. Then you’ll know if your advertising worked.

Planning News, which is direct response mail marketing, is probably the easiest form of marketing to test and measure.