“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.” – Claude C Hopkins

Advertising is not for general effect.

It is not even to aid your other salesmen. Treat advertising as a salesman. Force it to justify itself. Compare it with other salesmen.

Figure out its cost and result. Accept no excuses which good salesmen do not make.

A mediocre salesman may affect a small part of your business.

Mediocre advertising affects all of your business. Whatever the size, all businesses need salesmen. The difference is only in degree.

The salesman talks to one.

Advertising is multiplied salesmanship. Figure out the level of work you want your advertising to perform. Accordingly, you can hire a Salesman, Sales Executive, Sales Manager or a Sales Director.

{Good advertising also helps your own team to understand your business better. So they can sell better.}