Everything in your marketing should be designed to increase your profits, not merely your sales, but your profits.

Profits are the only valid measurement of your marketing's success. This requires knowing the true cost of every sale, so every sale generates as much profit as possible. This helps you identify the customers and products or services you should concentrate on.

You must also improve the efficiency of your marketing. This requires tools like:

- Identifying the prime benefit clients enjoy when buying from you.
- Tracking results so you can identify your most efficient marketing tool.
- Testing to choose the best offer and media
- Writing headlines that capture the essence of your offer.
- Asking for the sale in clear and unambiguous terms, and other techniques.

Increased profitability typically comes from constantly improving efficiency rather than "creative breakthroughs."