your profits. Can you do that? With what you're about to learn, of course you can! I've even given each method a score out of five, based on my experiences. You'll also find some techniques I wouldn't recommend. That's done so you can pinpoint dollars spent on marketing that you might be flushing down the toilet. Testing and Measuring If you don't know where your customers come from, you're really stabbing around in the dark. You'll have no real idea which marketing campaigns are working, how well your salespeople are doing, or even how much each sale is costing you. Once you know these things, you'll have the power to make decisions, and good ones at that. You'll know which marketing campaigns to kill, which to improve, and which to spend more money on. You'll also know where your key leverage point is, that is, the thing that you most need to improve. Perhaps your conversion rate is high but your leads are few. Maybe it's the other way around. Maybe you're doing well in both lead generation and conversion, but you're not selling enough high-priced items. Once you know which area to work on, you can start making new, well-informed marketing decisions. The journey towards extraordinary profits begins here. Enjoy the ride-and good luck! XV