Question: What feels like a response rate, but isn’t?

Answer: A response.

A response is very seductive – it feels like a result, but it isn’t. Don’t be confused about the difference between your response rate and results. A response is when someone calls you or says that they saw you on TV. It’s only a response. If it’s not generating results then it’s worthless.

The only true way to measure the effectiveness of your advertising is by tracking the results – our sales. Advertising is only as good as the sales it produces, not the responses it generates.