Having sold and purchased advertising for a number of different products, I have observed many businesspeople who judge their ad solely on measurable results. Unfortunately, not all advertising has a direct link from a person seeing their ad and then driving, walking or going online to purchase—and also telling the advertiser where they saw the ad. It just doesn’t happen that way all the time. Many effective advertising mediums are overlooked or not given enough credit simply because of the lack of direct results. My tip is simply this—focus on measurable reach—and also results—but don’t make results your primary focus. Measurable reach means your message will reach some or all of your target. Your audience may or may not care about your message depending on a number of factors—but at least you are in front of them and are being noticed.
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