There is a common misconception that a PR firm sells your product or service and the response to that is, “Not really.” Do not blame your PR firm if you cannot sell your product or service.

I have stated repeatedly that your focus should be on your conversion ratios. It doesn’t matter if you have the best PR firm in the business, their job is to bring people to you, not convert them into sales. How do you convert the customers that your PR firm worked their butt off bringing to you?

“The most valuable commodity I know of is information.” Gordon Gecko.

You focus your energy on converting sales and let them focus their energy on getting the customers to come to you. I tell all of my clients before you launch a new website or product or service, you need to test your conversions and customer feedback. The best way I found is using PPC (Pay Per Click) advertising. You can see how effective your website and ad campaign really are before you blow your advertising budget. It is also a fantastic way for keeping things more quiet then being in the Times. It is all about adjusting your website, your ad campaign and your message to perfection first.

Do you think a company like Microsoft is going to release a product without a test campaign and focus groups?

You are in a great position right now because you have all the tools available that will enable you to track in your effectiveness in real-time.
Why bet it all on red, when you can stack the chips in your favor? Why bet on 50% when you can have 100%?

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