Are You Tracking Your Results?

Are You Tracking Your Results?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group

Why you must track your results:

If you don’t know what’s working and what’s not, you’ll have no way to increase your business.

Things aren’t always as they seem. You can’t guess whether something is working or not. You must keep track of the numbers and let them tell you.

Ad A: This is a Val-Pak type ad. You advertised a “computer tune-up”. It costs $350.00 to run it. It goes to 10,000 prospects. You get 30 clients from it.

Ad B: This is a direct mail piece. It costs $400.00 to send it to 500 prospects. You get 11 new clients.

Which is better? At first it may seem that A is better, but look at the rest of the numbers.

Ad A: The 30 clients generated, had an average ticket of $59.00. Twenty four out of 30 complained that your prices were too high. Three of them rescheduled another service appointment in 6 months.

Ad B: The 11 clients generated had an average ticket of $137.00. Zero of them complained about the price. Nine of them rescheduled in 6 months. And 7 of them bought other products and services you offer. Eight of them referred at least one client to you within 1 month of their visit.

As you can see, you made $750.00 ($25.00 x 30) off the front end of A. Ad A cost you $350.00. That’s $400.00 left. The backend isn’t very big, two clients in 6 weeks. – another $50.00 if they keep appointments.

Ad B on the other hand generated $1,507.00 on the front end ($137.00 x 11). The back end is even bigger with all those referrals, pre-booked appointments, etc. The coast of ad B was $400.00, so that’s $1,107 left- that’s more than ad a generated after the costs of the ad!

We hope now you can see why you must keep close track of your numbers. Some methods may be misleading where you think you are doing great but really you aren’t.

Don’t have an ‘idea’ whether something is working well. Know your numbers and know for sure!

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton