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Save 40% Off the Cover Price
Steve Cuno, CEO of The RESPONSE Agency, says, "Skilled direct marketers know how to take the guesswork out of marketing."
And that's both the promise and the premise of this new book, Prove It Before You Promote It, published by Wiley & Sons. Drawing on his decades of direct marketing expertise, Mr. Cuno reveals the secrets and the science of making every marketing dollar count.
He debunks long-held myths of advertising ... shows the best ways to test and measure for successful sales ... and demonstrates how your ad budget can be applied toward proven campaigns that make more sales. You can order this groundbreaking book at 40% off — it's the deluxe hardcover edition for less than a paperback price. To order, click here. |
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I had to laugh the first time I heard the typical ad agency spiel... |
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A client myself at the time, I asked,
“How will we know if your campaign meets our sales objective?” |
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The agency account executive said, “Advertising
doesn’t sell per se. It creates awareness, so people choose your brand without
really knowing why.”
Now, that’s just plain nonsense. Advertising
can sell. That’s what it was invented to do.
Smart advertising can do even more. Advertising can
show you how much you sold ... how much you spent per sale ... how to
sell more at lower cost ... what appeals, copy platforms and layouts work
best ... how to refine your marketing ... who your best customers are
... where they come from ... how to bring them back ... how to find
the best new customers ... and how to track everything.
But advertising will only do these things for you
if you insist on it. Today most agencies lull clients into settling for “increased
awareness,” “breakthrough creative work,” and “high recall
scores” — all on the assumption that sales naturally follow.
That would be fine if it were true. It’s not.
Having built my business on tracking every direct mail, print, broadcast and
online effort, I know that what most agencies hail as “great advertising” is largely ineffective.
I’m not saying those ad agencies are dishonest,
but I am saying they’re mistaken. And until clients evaluate advertising
by cash in the drawer instead of how many people like or remember an ad, that
will never change.
If you’re the kind of renegade who doesn’t
buy the typical ad agency spiel, RESPONSE may be the agency you’re looking
for.
Please take your time exploring this website. Get
to know us. If you think you’re the kind of client who could work well with
RESPONSE, email me by clicking here
or call me personally at 801-352-9100. |
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Steve Cuno, CEO
Writes a Compelling Exposé on Marketing Myths, Mistakes, and Secrets to Success |
 Steve Cuno is an author, popular speaker, advertiser and skilled direct marketer. He's a thinker who will not take unproven ideas at face value.
When it comes to marketing, he says you can test, measure and "know" what works and what doesn't. With his years of experience, he offers new insights into why some approaches work and others don't (and never will).
Anyone who wants to make the most of every marketing dollar needs to read this book. But be prepared to discard old traditions of advertising that just are not supported by the facts of actual buyers' behavior.
To learn more click here.
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