Always Measure Results

“What gets measured, gets improved.”

In quantum physics, the phenomenon is well known. In that field, the key observation is that it is impossible to observe and experiment without affecting its outcome.

This has applications in marketing.

The first step is to view every activity in your business, as far as possible, as a marketing activity, having as its goal the generation of revenue.

The next step is to simply measure the effectiveness of each individual activity at producing revenue.

Certainly this is easy to apply to your advertising. You know the medium, you know the message, and you know the market. And you can know with a high degree of certainty, depending on how you structure the offer being made in the advertising, the results produced.

Once you have achieved one result, your goal in the next marketing campaign, or ad, or cold call, is to produce a result greater than the previous one. Simply continue producing results, measuring them, and doing more of the things that produce the better result.

While this sounds like simplistic advice, the truth is most businesses do very little measuring of any kind. If you begin measuring even some of your marketing activities, you will instantly join the ranks of the top 5% of all businesses in America.

The sooner you begin measuring your marketing activities and its results, the sooner you can identify the 20% of your marketing that produces 80% of your revenue. Your task at that point is to begin systematically and consistently improving the yield of that crucial 20%.

This is the way to massive business growth in record time.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at

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  • “50 percent of my marketing works, I just don’t know which 50 percent.” I hear that all the time when talking to business owners.

    It’s as if that’s a business standard that people smile and joke about because they think that’s just the way it is. What people don’t realize is that by tracking their stuff, they can actually spend way less and get more results. Great post.

    Starve the ponies, feed the stallions. Just posted a mini report about this exact thing. Now you’ve added some more fodder to my value canon 🙂

  • Speaking of quantum physics and measurement, physicist John Wheeler states that “no elementary phenomenon is a real phenomenon until it is an observed phenomenon.”

    Some of these scientist people say that observation affects reality. More observation, greater impact.

    Sounds hairy-fairy, but your point stands:

    – If you’re not quantifying your results, your marketing isn’t “real”
    – if your target audience doesn’t see your message, it isn’t “real.”

    You brought the nerd out of me, Ray. Not that he’s hiding very well…..

    Great stuff!