Powerful Marketing has become elusive to many companies seekingstrong sales results and overall growth. The sad truth is that Marketingcomes across as a rather frustrating process. After all, how do youguarantee the outcome of a campaign when it is unclear what will workand what will not? As someone once said, 90% of Advertising doesn'twork-the question is, which 90%!

If we could hone in on that 10% that does work, we would do more of it,right?

The good news is that there is a way, and it is through a scientificapproach to our Marketing efforts. But before we can expect to see anyresults, our mindset must be a focused one, and that requires being onthe same page with others on our team, and having solid sources ofinformation (and inspiration!) accessible to allow us to forge ahead in anew direction.

Getting There

There is a place where ideas can happen, where our flowing creativitycan give rise to new ways, new possibilities in our thinking. If we aregoing to increase our Marketing results, that openness must be firmly inplace, allowing ideas to bounce freely and solutions to presentthemselves.

If you are not convinced that your Marketing needs help, ask yourselfthese questions (and get your team involved!):

* Am I, or are we as a company, resisting change?

* Are there those on our team who come up with great ideas but theseare quickly shot down in favor of the status quo?

* Is our Marketing stale, lacking life, and not producing for us?

A "yes" answer to one or more of these questions means that there isroom for improvement. And unless you and others involved aredetermined that change is essential, it will never happen, and anypotentially great idea will never come to fruition.

Places to Start

One undeniable place to start, once you have decided to charge ahead,is a most excellent book titled Scientific Advertising. This brilliantpublication, which came out in 1923 (no less than 80+ ago!), was writtenby a very successful adman, Mr. Claude Hopkins.

As the title clearly suggests, Marketing and Advertising can indeed beapproached scientifically. Through tracking of various efforts-thesuccess of a headline, copy, the rate of response to a coupon, or othercall to action-what works can be determined, as well as what doesn't.In a nutshell, follow Claude Hopkins' ideas even today, and you will turnyour Marketing 180 degrees.

As the preface to the book says (and I paraphrase somewhat here):"This book is hopelessly out of date, but amazingly current."

To those who know this powerful book, it is the Bible of Marketing. Readit, and read it again. Implement what it propounds, and you will see thechanges-the content is as true today as it was when it was firstpublished.

Use this as your starting point, and see your Marketing truly produce theresults that you expect. Never again leave campaigns to chance, andreally know what works towards creating a money-making machine!

Josh Barinstein is President of Red Frog, Inc., the Portland, Oregon adagency that provides worry-free experiences and powerful results in theareas of Marketing, Print design, Web/CD-ROM development, andVideo production.

Learn more at http://www.RedFrogInc.com or by calling 888-955-0550.

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