You can't run your advertising and marketing campaigns based upon the assumption of brand advertising. You have to make your marketing count for something, and that "something" should be to carry out marketing strategies that are structured around getting results.
When you run an ad, make sure your intent is to generate a lead. And with each successive ad that you run, make sure to measure response with every ad that you place. This way you can see what works and what doesn't, and to roll out with the winners so that you can maximize your sales and profits.
So focus on results. This is a great way to know what's working in your business and what isn't. Make sure you do the math in your business, so that you can hold your advertising accountable, and make changes (if necessary) to make it profitable.
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