Halbertism #40

Wednesday, June 23, 2004

Give your advertising your best shot on your very first test.

Many people don't do that and it costs them dearly.

They send out a cheap, bulk-rate mailing and, when they get mediocre results, they wonder if they would have done better by mailing First-Class. Or by offering credit, or a lower price, or whatever. All this testing can nickel and dime you to death... and... your promotion may still not fly.

Give it your BEST shot right off the bat and then, if you've got a loser, drop the project and go on to something else.