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Marketing Genius

It doesn’t take a genius to increase your sales in this economy. Simply cut your prices in half and you will increase your sales. The genius is in increasing your sales at a profit!

If you have been in business for more than two years, you know you can’t pay your mortgage with traffic, you can’t send your kids to college with sales, and you can’t retire on awareness. You can only pay for any of these things with profits.

There’s an old joke that says when you’re up to your butt in alligators, it’s hard to remember your objective was to drain the swamp. In this economy with increased competition, it’s often easy to start thinking the objective of your advertising is to increase traffic, hits, awareness, likes or sales.

But if you stop and think about it for a moment, you’ll recall you probably got into your business to make a profit. Awareness, traffic and hits are merely stepping stones to your primary objective; profits.

Many marketers under pressure confuse ‘response’ with ‘results’. Website hits, social media ‘likes’ and coupon-driven traffic are responses, but if they don’t result in increased profits, your advertising is not achieving the result you need.

When Pepsi abandoned its traditional media Super Bowl campaign and measured their social media ‘Refresh Project’ by responses and likes, their sales fell to third place behind Coke and Diet Coke. When Burger King pursued ‘viral’ campaigns instead of profits, they confused lots of attention with success, and witnessed six consecutive quarters of declining sales.

If you’re looking to get back on track with profits in your sights instead of responses, click here for me to deliver our free Guide to Profitable Advertising Tactics.


So, you found this information valuable to improving your business and now you want more. Contact our Sales Manager, Chris Postin. He’ll share additional information with you to help grow your business and he’ll deliver it right to your inbox each Wednesday. Feel free to look through the Sound Advice archive for past articles.