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There are a few critical goals and measurements we track in a business. These typically are:
The number of leads generated weekly (comes from our marketing plan, advertising, networking, referrals, etc.)
The number of closed sales, and dollars in closed sales every week
Number of completed jobs (customers, projects, etc), total dollars generated, and profit (gross profit) generated per job every week.
The total dollars of revenue for the year, the overhead is paid, and having a specific defined number of dollars to put in your pocket.
And IF these goals ARE NOT achieved the consequences will be:
The total dollars of revenue WILL NOT be reached
You will likely not be paying overhead and the money will be SUCKED out of your pocket instead of putting it into the pocket.
If our ads are not delivering what we expected, shouldnt we be figuring out HOW to make them work instead of saying they dont work so Ill never do that again. We just said CANT instead of How. The opposite of our ground rule.
For most ads I find these are the critical factors:

1) Who we are communicating to
2) What we are saying
3) How we are saying it (and How must be about the benefit of the product, not the name, specifications, features, and especially not about WHO WE ARE.)

Ive seen ad response rates jump 10 times on the very next advertisement just from following these ground rules and developing the answers to these questions.


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