The most important thing to remember when advertising is to test, test, test. Don’t put all your quarters into one slot machine if it’s not paying off. Selecting the correct medium and then testing and monitoring the response will make your ad dollars go the furthest in producing results.
Don’t be afraid to cancel an ad or change directions early if the expected returns aren’t happening. And don’t let media salespeople talk you into something that isn’t working. Their job is to get you to spend your money with no guarantee of results. It’s your business and your advertising money, so spend it wisely—you make the decisions.
Advertising can and will work if you put in the necessary time to investigate all the media relevant to your business. Stay with the media that work and drop the losers as quickly as you can. Once you advertise, sales reps will be calling constantly for reruns and renewals. Don’t be talked into continuing with a medium that’s not working and that will not help your business grow.