I get questions from really savvy people who want me to tell them if I think their website, business card, direct mail piece, or some other marketing collateral is working.
Before I go on, I want to be very candid and say that I welcome these questions. But, while I’m being candid, I also have to say that there’s no way for me to answer them in a meaningful way.
I can certainly tell you whether I ‘like’ the looks of it. But that’s about all, and that doesn’t matter. In order to tell you if ANYTHING is working in your business, I have to know the definition of “working.”
Simply translated: I have to know what SPECIFIC JOB you’ve assigned to that business card, post card or website.
In order to know if it’s doing well, I have to know what you want it to do — specifically. So, here’s a challenge for you:
Make a list of YOUR marketing collateral… and create a job description for each. Then, measure. The secret to taking the mystery out of business is found in two words: specificity and measurement.
