YOU NEED TO KNOW THE ANSWERS to the following questions:
How many potential customers have walked past your shop front this week?
How many walked in?
How many made a purchase from you?
How many will return?
How many will tell their friends and their family about their experience in your store?
How many will speak positively about their experience?
How many will enthusiastically refer others to your store?
If you can’t answer these questions and you are spending money on advertising, your advertising money is being wasted; here’s why.