What Is Advertising?

How can you  apply the  decades old marketing wisdom of Claude Hopkins to your online efforts today?

Jay Abraham, renowned by many as ‘America’s Number One Marketing Wizard’ said this about Hopkins. ‘Claude Hopkins is the master of them all. His influence has easily added over $6 million to my personal Income… and still counting.’

So, what else did  Claude  have  to  say  about  advertising  in addition  to the quote above? Hopkins said ‘Advertising is not for general effect. It is not to keep your name before the people.

It is not primarily to aid your other  salesmen. Treat it as a salesman. Force it to justify itself.

Compare it with other salesmen. Figure its cost and result.

Accept no excuses which good salesmen do not make. Then you will not go far wrong.’

So how many of us do a good job of this in the online world?

Obviously the only way you can know if your advertising is profitable is to be able to accurately track its results.

How many of us have thrown money at the concept of branding—of keeping our name before the people? Just

hoping we’d get some results. I know I’ve been guilty of it in the past.

So when you’re ready to place that banner ad, or  pay  for  some  online  or offline directory listing, or do  a  pay per click campaign with Google AdWords, how are you going to track the cost and results?

And don’t delude yourself into thinking that any advertising is ‘free.’ The most valuable resource  any  of  us have in our marketing arsenal is probably our own time.

What do you value yours at? $25 – $50

– $100 – $1000 per hour? Or more?

So be sure and include the cost of your time or whoever you’re paying  to perform that advertising task into calculating the true cost of your advertising.

This is truer then ever in the Internet world. So, know your costs and measure your results. There  are online tools  available  to  help  you  do this, so don’t get careless or lazy. The effectiveness of your online advertising can only be measured by its actual sales.

Your task: Analyze all your advertising to determine its true effectiveness. If you’re not tracking your results you have to figure out a way to do it now. Why? Because Claude told you so.

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Bret Ridgway

Find out more about Bret Ridgway and the services Speaker Fulfillment Services can provide you at SpeakerFulfillmentServices.com.

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