We know the
short answer is ignorance. But ignorance of what?It can be as simple as ignorance of the Four Key Performance Factors that determine the success or failure of every print ad. But even if they’re aware of these Key Performance Factors, most people don’t know the relative importance of each, so they end up doing the wrong things for the wrong reasons.
Or it might be ignorance of the marketing mix in their particular business, so their ads end up trying to do the wrong things for their market… a bit like trying to fit dirt bike wheels on a pick-up truck.
Or maybe they’re unaware of the ten essential components of an effective advertising program? (A reasonable assumption since, typically, in small business advertising, 9 out of the 10 are missing.)
Are YOU at risk?
Take these three simple tests to see whether you know some of the most crucial things you must know and understand if you want to enjoy predictable, profitable results from your ads.
While you’re at it, see if you can spot one vitally important thread common to all three tests.
 |
Test Number One |
©2000. The Profit Clinic. All rights reserved.
This page updated 23 August 2002.