Top 3 Books for Inspiration on How To Work Smarter, Not Harder

Working smarter, not harder! So what abroad is out there but college, job, debt and alive until you die? What added affectionate of affairs is possible?

I adulation alive smarter. And I apperceive this because I started my able activity alive HARD. And yes, I got austere out. I “managed” to advance the abiding fatigue affection afore axis 30. This is why I adulation alive smarter, not harder. And by smarter, I aswell beggarly accepting honest, acknowledged and with account and adherence for what you do.

So how is that even possible? Breadth to start?

I was belief for my BA in business in economics, if I was cerebration what to do with my life. Pursuing acceptable grades, so I can accumulate my scholarship. I capital to be a acceptable student, so I can accept acceptable recommendations. Those would admonition me get a acceptable job, and already I had my own assets and not be accurate by parents, my activity could in actuality begin. Sounds familiar?

At age 19, I was analytic for admonition on a activity I had to accomplishment in the university library. As I was abnormality about the isles, I stumbled aloft a appellation that articulate not at all academic. It said “Rich dad, poor dad” by Robert Kiyosaki. Hm! That fabricated me curious. I best it up and apprehend the aback cover. I took it with me and apprehend it in the afterward days.

Wow! That was the axis point! I was so beholden to accept begin it so aboriginal in life! And a bit sad I hadn’t apprehend it at about 12! I cartel to say it was activity changing! It showed me what abroad out there would be possible, how to do something abroad in life, to acquire a acceptable living, and not be an agent for the blow of my life! In an honest way, again! Afterwards that, I started searching for alternatives. Wondering what abroad is out there that I haven’t heard of. And now of course, artlessly account that book didn’t beggarly I apprehend it, airtight my fingers and angry into a millionaire. But I apperceive I am authoritative appreciably bigger activity decisions than not accepting those information.

I will put beneath a arbitrary of the books that I begin so far and accept a amazing aftereffect on me. Specifically those books that advise and appearance something abroad than accepting a acceptable employee.

1. Robert Kiyosaki: Affluent Dad, Poor Dad: A book which is account its weight in gold, for anniversary archetype that is accepting apprehend by anyone who has had no banking education. How can I abridge it so you can accept you charge to apprehend this chat by word, by yourself? Let’s see if I can succeed.

Chances are, you were built-in in a ancestors breadth one or both assets providers (parents, grandparents, beforehand brothers) were employees. We too, accept learnt, by imitation, the aforementioned cerebration habits: get a job, plan for others, be there on time, leave on time, get a paycheck (and reside paycheck to paycheck). Aswell anticipate about how admirable would be if you had addition job, with a bigger bacon and added perks. This is what the columnist calls the rat race. Robert Kiyosaki explains actual able-bodied how humans who become affluent anticipate differently. They brainwash themselves (financially), yield educated, affected risks, apprentice what is necessary, not mandatory. Also, they advance a addiction of saving, again LEARN to invest. And LEARN how to accomplish money plan for them. And all those concepts are actual able-bodied explained.

On the added side, if I am to apprehension something that I animosity about this resource, is the actuality that it tends to be a bit anachronous in alms real-life examples; the business apple and ambitious opportunities accept assorted massively with the Internet and his plan doesn’t awning that area. Of course, the mindset and attempt are still applicable, but the examples are of the old economy, primarily apropos concrete articles and absolute estate.

2. Accept Yourself by James Altucher. James Altucher is the affectionate of columnist that writes a lot about his claimed experiences, actual bluntly. And actual openly, abnormally about his failures. He writes in blog style; abnormal for a book but you’ll acknowledge his openness. Also, his claimed blog is the capital antecedent of admonition and inspiration, because it’s consistently befitting up with developments in the absolute business apple (which is online-integrated).

Specifically in the mentioned book, James Altucher explains that the abridgement (and society) accept already changed. We are now in an abstraction economy.That is, what is a lot of valuable, clumsy to copy, clumsy to outsource to China and consistently in appeal is your own creativity. Alive smarter is necessary, alive harder is no best a acceptable formula. And the adeptness to reinvent what you do, what you accept to action to the apple and the abilities you mostly use in your circadian life. James Altucher has a abolitionist admission in his views. But we charge to apprehend this, rather eventually than later.

The time of the agent is passing, the time of the artist-entrepreneur is coming. He shows that if you accept to be an agent and to plan for a company, you accept to be acquainted that businesses change very, very, actual fast. And not alone that, but their focus is not humans (as I’m abiding all corporations accompaniment on their appointment walls) but PROFIT. And already the primary business purpose for which you were active is no best bearing the adapted advantage rate, the association will change. It will change the artefact offering, the processes, the assignments of people, they will change people, and the bulk of humans working.

The another proposed by James Altucher, both in his book, and in alternate actual he is creating on his blog, is the following: The drive for accepting an agent has passed; now is the time of the artisan entrepreneur. That agency allotment yourself: accomplishing what you love, something you adulation so abundant that you don’t even feel like authoritative an accomplishment if you’re alive at it. I don’t adduce much, but I artlessly charge to add this so you’ll accept why you charge to apprehend this: “Success comes from consistently accretion your frontiers in every direction-creatively, financially, spiritually, and physically. Consistently ask yourself, what can I improve? Who abroad can I allocution to? Breadth abroad can I look?”. Alive smarter means, in this case, accomplishing what you adulation so that you don’t even feel like working!

What I didn’t like actual abundant about this author’s admission is the sometimes ever claimed references. At least, I acquisition he shares too abundant of his own doubts, abrogating angle or claimed experiences. Sometimes this is depressing. That makes me say his agreeable is advantageous through advocating for boldness and entrepreneurship. Still the way he takes one ancillary on some capacity doesn’t accomplish me feel he offers the wisest advice.

For example, he wrote on why he believes adolescent humans should not go to college: advance tens of bags of dollars, four years and accepting a authority in a acreage that will anon be outdated. Instead offers 40 altered account on what to do for absolutely blame your activity advanced and accepting business experience. While this ability assume like a counterbalanced admission from him, it becomes counterbalanced alone for adults who already accept the ability and conduct for abounding years of work. For adolescent humans admission from top academy – advancing beyond this affectionate of advice, I accept it can be causing austere limitation, because an 18 year old doesn’t usually accept the discipline, faculty of absoluteness and plan belief that comes with constant in accomplishing something: like a degree, or alive to accomplish a active while aswell studying. Accepting been through that date myself not so continued ago, I can say that has helped me a lot to body animation and motivation!

To achieve on this one, I do acclaim afterward James Altucher with his online resources, he offers abounding altered abstracts on assorted topics, with a absolutely aboriginal content. As always, claimed judgement is bare to accomplish the best decisions for yourself, irrespective of breadth you acquisition inspiration.

At the time I’m autograph this, I just came aback with my anxiety on Earth afterwards accepting in the billow alert to an amazing audiobook that fabricated me every 9 to 10 account or so ask myself: “Why didn’t I anticipate about this earlier?” or “Wow! I believed accepted association didn’t accept admission to such things” or “Why didn’t I try this earlier?” and abnormally “I HAVE HAD THIS EBOOK ON MY COMPUTER FOR MORE THAN 3 YEARS! Why didn’t I apprehend it by now?”. I accept this is the best adeptness I’ve begin so far on the affair of alive smarter. So actuality it is:

3. The 4 Hour Workweek by Tim Ferriss. This is abounding of absurd accoutrement for a freedom-loving lifestyle. This is abounding of exact, footfall by footfall break on how to use some accoutrement that you believed are aloof alone to the advantageous few, built-in rich. Tim Ferriss is talking about: claimed administration and how to acquisition abundantly educated, committed and able humans for a actual affordable amount (yes, such things do exist!). Also, he is talking about how to accomplish money with you business in the developed markets (like the US) and absorb it breadth they accept abundant added amount – like in Thailand, while active on a beach.

It’s something you apparently haven’t heard abundant until now. A affectionate of book that hasn’t been accounting before. It is the roadmap from accepting busy and overstressed to acceptable one of the New Rich. In this decade, this means: accepting a acquiescent antecedent of income, alive a few hours a anniversary and dedicating your time to what affairs a lot of to you: your family? Your children? Travelling? Sports? Social volunteering? Allocution about alive smarter!

If this is to accept a downside, it’s the following: the admonition actuality is not for everybody. Although advisers aswell would acquisition amount in it, this is mainly a acclaim of the administrator angry investor. This is a book abounding of accoutrement for the adventuresome ones. So if your claimed ethics are security, adequation and accident abstention – don’t try this; it will alone annul you and accomplish you accept that like such things don’t exist.

For accepting inspiration, I do acclaim account this book. eBook, audiobook, you’ll wish it all in the end, so you can clue your progress. Tim is aswell a aloft Princeton apprentice and a “rebellious” who has angry his aback to the old arrangement of living. He went through the accustomed aisle of adopting a acknowledged adolescent man and he invented his own way.

To sum up all the above, I achievement you’ll acquisition afflatus in the assets I’ve mentioned. Anniversary and every one of us is unique, so aggregate I’ve mentioned will affect you and administer to you in a altered way. However, I achievement you’ll baddest admired account to enhance what you already are bond to actualize a bigger activity for yourself!

Compartmentalized Federal Bureaucracy: Ongoing Breeding Grounds for Conspiracy & Treachery

Unknown to most of the literate adult Americans of the 21st Century, U.S. Government bureaucracies have, since around 1934, been deliberately created and structured to support covert, illegal, and diabolical unconstitutional operations. How is this so? Well, think of a specific government agency, one of the 1,550 currently existing federal regulatory agencies, commissions, and administrations, as you would a huge chest of draws, comprising a hundred different draws within it. Every drawer is deliberately isolated from every other drawer to contain specifically different items. Likewise, federal government agencies are comprised of many different departments, or drawers, each having its own subdivision of smaller drawers, which are also separate and distinct from each other. Government agencies are usually created to function in a fashion that does not promote cogent oversight. As to why this so, you will see a bit further in this article. For instance, let’s take the CIA for example. The independently autonomous Central intelligence Agency is comprised of, at least, 300 different operational departments, each department having, at least, 100 sub-divisions, or sections. Each one of those sub-divided sections is divided into even smaller sections. Each of these agency subdivisions, or sections, contains at least 100 employees, or operatives, who have specific autonomous functions as assigned by their designated section leaders. So, realistically, a government agency, such as the CIA, could contain as many as 50,000 operatives (and assets, or men and women around the world who are not official employees of the CIA, but are secretly paid to perform special assignments) working in 5,000 sections, 100 operatives to a section, and Congress, who actually created the CIA, has no real knowledge of these operational sections. The National Security Agency (NSA) is nearly three times the size of the CIA in operational bureaucratic size, which, of course, creates even more alienation between departments, sections, and sub-sections, where the right-hand of the bureaucratic body does not know what left-hand is doing. Scary, huh? Moreover, when the bureaucratic body has many sections and subsections (or hands), the many right hands ordinarily don’t know what the many left hands are doing. This makes the planning and orchestration of conspiracies (covert unsanctioned illegal paramilitary operations) pretty easy to accomplish.

Compartmentalization, a 20th Century term originally created by U.S. Army Gen. Leslie Groves, who managed the WWII Manhattan Project, is the crux of U.S. bureaucratic organization. In order for security to have been tightly micromanaged during the time the first atomic bomb was being created and assembled in the remote New Mexico desert, Groves ensured that the various departments of the Manhattan Project were insulated from each other. This meant that one department didn’t know what another department was actually doing. From 1934 until 1939, Groves had taken a great deal of personal time to study the German Nazi bureaucracy quite well, and had realized just how effectively it worked to keep the flow of information to the German civil servants very limited. It is quite surprising how many officers of the U.S. military, like Groves, personally endorsed the pro-Nazi views of Charles Lindbergh, sympathetic to Hitler, during the years prior to 1941. Groves was a confirmed pragmatist and, after 1942, realized that if he could regulate the specific work done in each subsection of the Manhattan Project to ensure that no subsection knew what another subsection was doing, he could securely manage the composition output of the overall project. Essentially, Groves was a hypocrite, a walking contradiction, personally believing in Nazi fascism, but following orders to deliver an atomic bomb. As long as each of his Manhattan Project subsections completed its objective, as an integral component of the whole atomic bomb, the project was securely engaged. I have no idea if Groves realized, or even surmised, what the Nazis were actually planning as their “final solution,” which incorporated the Holocaust. Yet, the long-term success of the Nazi final solution was due to the effective working of the Nazi bureaucracy, the thousands of German civil servants (who were not members of the Nazi Party) who performed the paperwork, construction, and transportation needed for the disposition of the millions of Jews who were murdered in the death camps. The Nazis compartmentalized all of their bureaucratic operations that were necessary for the completion and operation of the austere final solution.

So let’s depict a believable scenario for the creation and orchestration of an underhanded federal conspiracy in the convoluted bureaucracies of the U.S. government, a conspiracy to kill a lot of innocent people in order to successfully create the public perception of an attack on the American nation and to successfully blame the attack on an unwitting scapegoat in order to perpetuate an endless military and paramilitary “war” against that scapegoat. Let’s say that the director of the Council on Foreign Relation, a federal quasi-governmental bureaucracy within itself, organized to determine U.S. foreign policy, which maintains a large staff of federal employees hired by the U.S. military, the CIA, the NSA, the DIA, and the FBI in fifteen different locations in the USA and around the world, calls an organizational meeting with the presiding CFR CIA section-chief about a proposed operation. The CFR Director instructs the CIA section-chief that he, or she, is to plan, within a two-year timeframe, for the complete destruction of three large skyscrapers in New York City, and that the blame for the destruction is to be placed on Muslim terrorists. The political object of this Machiavellian machination would be the eventual control, by federal government privateers, of Middle-Eastern oil and the expanded social, economic, and political control over the American people in furtherance of one-world government and the United Nations Agenda 21.

The CIA section chief responds to the CFR Director with a dutiful aye, aye, sir, and immediately calls a secret meeting of all the integral federal officers who will be responsible for key parts of the overall conspiracy. One of these individuals is the main CIA liaison with federal contractors in top-secret aircraft construction projects. Now remember that CIA sections and subsections are isolated from each other on a need-to-know basis. So this liaison officer is told by the CIA section chief to arrange for the top-secret construction of two jet drones the size and shape of Boeing 767 commercial jet airliners, and for specialized avionic guidance systems for each of the drones, over a period of two years. Then the section chief instructs another person at the meeting, the CIA liaison officer with NIST (the National Institute of Standards and Technology), to arrange for the two tallest skyscrapers in New York City, and a third smaller 47-story building, to be secretly prepped, over a two-year period, with military-grade nano-thermite for remote controlled demolition. This particular long-term conspiracy, and its component operations, will be tacitly confirmed and approved by the new incoming neoconservative Republican presidential administration in January 2000, which will be allowed, through a manipulated presidential election, to assume the federal Executive branch. The new presidential administration, under the actual direction of the vice-president, will covertly fall in-line with the orders given by the Council on Foreign Relations. Since all funding for the component parts of the conspiracy will be provided through accounts managed and controlled by the Council on Foreign Relations and secret accounts held by CIA/NSA/DIA owned corporate interests (the CIA, NSA, and DIA own and operate their own corporations around the world), no federal tax appropriations from Congress will be utilized in the operations of the conspiracy. The federal aircraft contractors who will build the jet drones within the two-year timeframe will use “apparent funds” that will be promised to the contacting companies by the CIA liaison, but will never actually be received by the contractors. In other words, the contractors will unknowingly use their own funding to build the drones expecting reimbursement payment by the federal government, which will actually never come. The top-secret, highly classified, arrangements were to be routinely accepted by the contracting companies because such arrangements were standard operating procedures and had been established and used on many previous contracts made through the CIA.

Does this detailed scenario sound strangely familiar, much like something that really happened sixteen years ago, which was actually blamed by the U.S. government on Islamic terrorists; such as 9/11? Well, that’s exactly what I have described! Except, it’s not at all what the federal government said it was in its mythic book of fiction published in 2004, the “Report of the 9/11 Commission.” Hence, let me continue with the unfolding scenario. Two years come and go, and the WTC Twin Towers are prepped for controlled demolition by work crews during day and nighttime hours, during times when the Towers were “supposedly” undergoing elevator repairs and were essentially vacant. Another skyscraper, the Solomon Building, or Building 7, was also covertly prepped with explosives. Building 7 was to be the control-point for operations on 9/11, since the CIA had operational offices in the Solomon Building.

Now the logistical methodology for making the American public think, and perceive, that the commercial Boeing 767 airliners, American Airlines Flight 11, United Airlines Flight 175, and American Airlines Flight 77, Boeing 757, supposedly hijacked by Islamic terrorists, crashed into the Twin Towers and the Pentagon on the morning of 9/11, making them totally collapse in a manner identical to controlled demolition, was tragically diabolical and ruthless, but, nonetheless, pragmatically efficient. You see, the American Airline flights that “supposedly” crashed into Towers 1 and 2, and the into the Pentagon, were actual flights that met that their doom elsewhere in the USA at prearranged times when the empty and windowless jet drones, almost identical to Boeing 767s, were flown into the Towers by remote control. United Airlines Flight 93, a real Boeing 757, was actually flown to some undisclosed location, landed, and the passengers killed, murdered. Remember the alleged crash of Flight 93 into a field near Somerset, Pennsylvania on 9/11? No aircraft fuselage or engine component wreckage was recovered from that crash, which was scientifically impossible. Even if a jet aircraft, the size of a Boeing 757, is flown into the ground in a dive from a high altitude, the 10 tons of steel and titanium engine components don’t just vaporize. A great deal of wreckage would remain. It takes a fire and heat of over 2,300 degrees to melt steel and titanium, and much greater heat than that to vaporize such a large amount of such metal. Kerosene jet fuel will only produce a fire with a temperature of less that 800 degrees. The federal government used some other high-detonation weapon to create that large hole in the ground.

Furthermore, the alleged cell phone messages sent and received by the alleged passengers, supposedly depicting hijacking scenarios, were cleverly contrived by the conspirators to appear real and genuine to the American public. The conspirators had enough time and technological resources to make this subterfuge believably happen. In order to tie-up all of the lose-ends of the conspiracy, all of the numerous federal contractors and employees who had specific knowledge of the plans and details of the secretly constructed drones, and who played any other unwitting part in the planning of the conspiracy over the two year period, were individually scheduled, ticketed, and assembled, in mass, on one of those four rerouted commercial flights, and murdered at an undisclosed location where the aircraft was flown during the daytime hours on 9/11. The pragmatic murders of all of the unfortunate passengers on those airliners were committed by paramilitary agents of the U.S. government at undisclosed locations, and their bodies were immediately incinerated.

Yet, not even the most intricately planned conspiracy unfolds without, at least, one, or more, noticeable flaws. On September 11, 2001, a fast arriving CNN news crew responded to the alleged crash of American Airlines Flight 77 into the Pentagon wall. The original video news clip of the CNN reporter appeared on national television in front of the Pentagon wall where, supposedly, the large Boeing 757 had flown into the wall at 400 miles per hour. The reporter was clearly puzzled by the obvious fact, shown in the video, that “there appeared to be no evidence of an airliner crashing into the wall.” The grassy ground in front of the wall was totally undisturbed, and federal workers were seen in the background carrying away small pieces of what looked like some other type of smaller aircraft fuselage. Then the CNN broadcast was suddenly cut from view, disappeared, and its content not mentioned again by CNN or any other news affiliate. This was the first publicly viewed flaw. Thank God that the short-lived news-clip was recorded on DVRs around the nation and later made into a U-tube video on the Internet. The second flaw was the mainstream media’s federally manipulated failed attempt to persuade the many scientifically-minded American people watching the collapses of the WTC Twin Towers on national television that the crashes of the jet drones flown into the steel super-structures, and the ensuing fires, caused the two super-towers to collapse into their tracks at free-fall speed in a manner identical to controlled demolition. The third flaw comprised the lies publicly told by federal NIST (National Institute of Standards and Technology) on, and after, 9/11 that the many reports of the 9/11 first-responders of loud secondary explosions heard in the minutes preceding the collapse of both Towers, and that large pools of molten steel were seen by the responders after the collapse, were false. You see, secondary explosions, precisely triggered detonations, are always necessary for remote demolition to properly occur with tall buildings, and in order for the super-steel structures to have been collapsed by controlled demolition with the use of secondary explosive detonations, a super heat producing explosive, military-grade nano-thermite, was used to melt the super-steel construction at its various connected stages in order to produce the free-fall collapse that occurred. Moreover, traces of nano-thermite were abundantly discovered in the ash and debris emanating into the air, and onto the ground, from the rubble of the collapsed towers.

The intricacies of the convoluted layers of federal government bureaucracy are so very disparate in their comprehensive construction and maintenance that describing their operation involves massive and morally unreasonable contradiction, contradiction that the reasonable American would find much too unreasonable to accept. The acquired ability of federal agencies, supposedly created and authorized by Congress, to secretly mutate and metastasize into smaller agencies, administrations, and consortiums without the knowledge of Congress, in order to conduct illegal unsanctioned activities, is the primary means to insidious conspiratorial ends. The men and women who publicly speak and act like honest and decent public servants, but secretly go about in dark illicit circles as ravenous wolves, seeking the demise of constitutional government and the American republic, are the key players in these conspiracies. Awful things can happen when misplaced public trust is wrongfully reposed in the faceless people of amorphous federal agencies, who pragmatically and remorselessly pursue conspiratorial agendas to the detriment of the American people. It is not a matter of determining “if” it can be done, but, rather, a matter of ferreting-out, by federal and State law enforcement, how and when it was done, who the murderous conspirators were that did it, and indicting, trying, and convicting those heinous murderers to the executed deaths that they rightfully deserve.

Top Mistakes In Advertising & How To Avoid Them: Part 1 of a 10 Part Series: Ad Testing & Tracking

It strikes me that there are quite a number of opportunities out there for you to showcase your product or service using just about any form of media, and that’s fantastic. There is, as you have probably discovered, certainly no shortage of media players and opportunities to pick from.

What I found the most powerful is utilizing all of those resources to their respective individual and then collective advantages.

Sometimes things work wonderfully well using the more traditional radio, television, newspaper, magazine, maybe out of home advertising. More recently some advertisers have had some success with one or more of the social media platforms and that’s terrific. I think they should all be embraced and all form part of your media mix.

Please make no mistake that it should genuinely be a mix of media because you never know exactly which particular component is going to pull the trigger and get your target group to say… That’s for me, that’s the product that I want!

Your service is exactly what I’m after. You want to make sure you give yourself every opportunity to be seen and to be heard to promote whatever service or product you have out there. You want to stand head and shoulders above the crowd, in front of as many of the right crowds as possible.

So, what I’d like to share with you starting today is a series of ten of the Top Ten Mistakes in Advertising that I’ve seen through these three decades of being a professional media planner and buyer, and share some secrets and some tips on how to avoid getting into those very same advertising challenges.

This is my print version of the videos and audio of the same series.

Mistake Number One in our series follows:

The single biggest mistake I see repeated over and over again is the failure to test and measure your ads. All too often too many advertisers simply write a cheque for the ads in the newspaper, online, TV, radio, regardless of the media and simply hope for the best.

As many of you will attest, hope marketing really doesn’t pay an awful lot of bills. You wouldn’t put your own product, table lamps, lawnmowers, keyboards, post hole diggers, floor tiles, into the marketplace without putting them through an extensive battery of tests to see if they can live up to your standards.

You’re testing the ad that sells the product and, unfortunately, maybe you’ve encountered this yourself, or you know friends of a friend of a friend who had this happen to them.

They put all of their marketing muscle into one media without finding out how effective it could be on a smaller scale, and all they heard was crickets. That’s a devastating sound when you’re in advertising, so here’s what I want you to do.

Here is how you fix this: You identify each and every ad you place in any and all media.

What? Dennis, identify everything? Absolutely!

You see, what you want to do is learn how well every single piece of creative is performing in each magazine, website, leaderboard, big box, outdoor ad, in every radio commercial. You should have an identifier, a tag of any description that’s exclusive to that ad. Then you can go back and say we invested X number of dollars in this media and it brought us two returns, five returns, a thousand returns, whatever. The performance helps you to know exactly how well that ad worked.

What it also does is it helps you on the future campaigns by showing definitively what has been your best performer. It challenges you to come up with even better ads, better media mixes, better dollar spending, because now you know what’s performing.

This is not new. Nor is it rocket science. But it takes time and energy

and patience which is, unfortunately, a little bit lacking in too many arenas.

When you’re preparing your ads make sure that all of that creative excellence that’s been developed has a chance to be evaluated and measured. You want results so you can go back and track it. You can see how engaged your audiences are, how many times did they purchase the product, how many times did they go to the website, how many times that they raised their hand to say,

More. Hey I’m over here. I really like what you’re selling.

Show me more, tell me more. Give me some more information.

That’s what you want to deliver. So code your ad with the coupon exclusive to that campaign or magazine. Create a different URL or even a 1-800 number that can be tracked and monitored for every single ad.

You want to see how each ad is doing. Then, only then can you tell if it’s working and giving you a return on the investment.

If it sounds like an awful lot of work, well you’re right. Yes. You’re right, it is. But you are setting a template that will help you refine every ad moving forward. And if you get it right, right out of the gate, then kudos to you and Congratulations.

But in the majority there’s going to be some refinement, some improvements, some opportunity to tweak subsequent ads that says, we know we’ve got to improve this line or this copy.

There is a famous advertising gentleman by the name of John Caples who was an aggressive and prolific advertising tester, way before the Internet came onboard. He did one thing to make the ad better. He discovered that through all of his testing, one ad, by changing the headline performed 19 and 1/2 times better than every other ad that he had produced.

Same product, same newspaper, same service, same price point, all he did was change the headline and by changing it multiple times he found one that struck gold. You want a good return? Two times, three times better? Try nineteen and a half times better! That’s the difference that testing delivers.

Please remember when you’re testing there is no failure, there’s only results.

So here’s the strategy you might like, to give yourself a better return on investment. One enterprising client in my history treated it this way.

Because he came from a financial background each ad to him was considered a different mutual fund in his portfolio and he named them before they went into the media. Because they were coded in names he liked, he was able to remember them and he was able to soon see how well each of his investments, as he put it, was performing.

He put more money against the ads which were delivering, and changed any ads which were underperforming to a new one, to keep testing. To make sure of any money coming in he watched very carefully all of the money that was going out.

My message to you to avoid Mistake Number One is to Track Every Single Ad you prepare. It’s the only way to accurately measure what’s working.