Six Most Important Words in Marketing

How did you hear about us?

These are the six most important words in any marketing program.

It is essential to ask this question: "How did you hear about us?" Ask it each and every time that a new prospect, customer or constituent comes to you. It doesn't matter whether the inquiry comes as a personal (face to face) request, a phone call, a Web site hit, fax, e-mail message or other. You have to ask this question AND create a process for tracking the responses to the question. It's the only way, really, to evaluate the effectiveness of your marketing program.

It's Friday afternoon at 5:00. Do you know where your prospects are coming from?