I hadn’t intended for this to become a series, but hey, when inspiration strikes, run with it.

In my last two posts I wrote about the importance of tracking your sales and how to do it. This brings up yet another question: Once you’ve collected and reviewed your tracking data and figured out what’s working and what isn’t, what do you do next?

The answer isn’t as simple as just keeping what works and dumping what doesn’t. If that’s all you do, you’ll miss out on a lot of opportunities for more sales.

Start with the efforts that are working. Experiment with them to see if you can improve their results. What if you rewrote the headline? What if you changed the offer? What if you altered the time frame or the frequency?

Next, analyze each effort that didn’t work. See if you can determine the reasons it failed. Was the copy not compelling? Did people not see it? Was it directed at the wrong audience? Then, before you jettison it forever, try it again with some changes. You might be able to make it work.

Your goal is to maximize the return you get for all your sales, marketing and training investments. Make sure they’re always trackable, review your data regularly and tweak them until they’re as powerful as they can be. If you just do these three things, you’ll be ahead of more than 99% of businesses.

By the way, if you’d like some help with any of the above, give me a call or drop me an e-mail.

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