What are your marketing goals?
I'm not talking about increasing sales. I'm talking about specific goals for every item you create. Every piece of collateral needs a specific goal.
Here's how it works. Think of sales as a process, beginning with first contact and ending with a sale. In between those two ends are steps: maybe 3, 5 or 10, depending on what and to whom you are selling. Each step has a purpose, and the purpose is to get to the next step.
That's so important I want to repeat it:
The purpose of each sales step is to get to the next step.
Defining each discrete step, then evaluating how you move your prospect along to the next step, is a critical part of looking at your sales process. Every campaign needs a specific, measurable goal inline with the idea of moving from step to step.
