Look, the ad exists to get a click. That's the crux of it.
The click exists to either make a sale or earn permission.
The sale exists to lead to another sale, or to word of mouth.
Permission exists to lead to education and to a sale.
That's it.
Every step in the process has a cost ( you paid cash at the first step, but along the way, you will lose some of those people who drop out), and every step also leads you closer to the benefit.
Assign values to each step. If you can't don't run any direct-response ads until you can.
Will some people see your ads without taking action? Definitely.
That's a side effect, a culture-shifting, awareness-building bonus.
But if you can't measure it, it doesn't count.
So, if you're going to do it, do it right.
And start Doing it Differently!
john@doingitdifferently.com
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