I recently passed a car on the side of the road with a big ‘For Sale’ sign on the window, which got me thinking.

No matter how hard I tried, I couldn’t come up with the name of a single person I know who has ever bought a car this way.

Next, I wondered how many people use advertising methods without checking whether they actually work!

As you know, in a small business we have to be diligent with our advertising and marketing spend. Every marketing rand must bring us business. It’s for this reason that I am meticulous about checking if our adverts work.

Firstly, we check whether the advertising platform is a good one by seeing who else is using it and calling them to ask if their advert worked. Secondly, we monitor the feedback from our customers by asking them where they heard about us.

In practical terms, most of our public face is about positioning and marketing and less about direct sales, so there is often a lag between our radio, TV or print exposure, and customer contact. However, if you are in direct sales and want a quick result – for example, like the sale
of your car – then measuring results is particularly important.

Please relieve me of my misery… Do you know anyone who has ever bought or sold a car from a sign on the window?

Wishing you a light, fun-filled week in which you shed your burdens and rekindle a love for the game of life.

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With kind regards

Catherine