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How do you know if what copy is selling?  An issue that most copywriters don't touch, but that is very important if you want to know what works.

You know where your sales are coming from and what hard earned marketing dollars create a return ... by the use of tracking codes.

Very often you'll see order forms with department numbers, request codes, phone number extensions, or other advertising codes to compare one offer to another.

Because I'm using a back-end order management system, I code as follows:

    {SOURCE}-{CATALOG}
    {SOURCE}-{OFFER}
    {SOURCE}-{PRODUCT}

It's important to use as as few characters as possible, but do it in a way that source comes first.  Many of Ted Nicholas' advertisements use codes like MM-A1C, ME-3YC, or WS8-YY.  Where the first code is the publication and the second the advertisement.

Are tracking codes important on the Internet?  What about radio, or even television?

The answer is YES, you must use tracking codes where ever you write copy and where ever you want to know what works.  If you don't code the advertisement, at least work with your production team to code.

Fortunately on-line these codes can be automated, however, it's important to offer secondary ordering methods, in this case all tracking codes need to correlate.  Tracking also depends on getting this information from customers, so include in phone scripts and department codes.

It's possible to make this tracking codes part of the order or request no matter the medium of acceptance.  This way you know exactly what works and what doesn't, a critical factor if you want copy that sells.

Sincerely yours,


Justin Hitt
Publisher, AdBriefing Copywriting Tips
http://adbriefing.co.uk/

P. s. If you're interested in know what part of your marketing works, and which does not, then reply with your three biggest source tracking questions.  I'll answer them, but if you mention HR2-E0624A, you'll get a bonus report "Big Copy Tracking Mistakes That Cost You Thousands" as my gift to you (a $19.95 value.)

P. p. s. Did you see what I did?  When you reply with HR2-E0624A mentioned in your message, I know to answer your questions and give you the bonus report.  Here's how this works.  The "HR2" represents this publication and E0624A tells me what to send you.  Consequently, it's a great little report and can save you a bunch of trouble -- but you'll need to include the code and your questions to get it.  Cheers.

Justin Hitt uses tested advertising methods to systematically add bottom-line profits to clients who sell complex solutions to other businesses.  If you want to increase your marketing results, but don't know how to get started, contact him with a visit to http;//hittpublishingdirect.com/