I've spent my entire career explaining to brands and businesses that the guage of an ad's effectiveness is not sales. Don't ever think people will rush to your store because you've spent x amount of money on ads. Activate a sales force if it's immediate conversion you want.

Deep pocket, large spending appetite, patience and long-term orientation are traits of organisations that should be spending on advertising.

Advertising is complete psychology. It's mind conditioning. It's emotional appeal. It's micro moments. It's expensive. It's for the long term.

The best advertising will do for you is take people from their point of comfort to your point of sale.
If I see an ad on TV and visit your website or your store, advertising has worked. That's where it ends.

The choice of buying is totally different. That's sales.

If your front desk person is rude or your website is taking eternity to load and I leave without buying anything, it's not advertising that did not work. It's your user experience that was simply shit.

Businesses must learn to differentiate these things and know where to direct their anger.

So when next you're paying an agency for "advertising", understand that what you're paying for is visibility. It's not user experience redesign. It's not rebranding. It's not sales. If sales happen along the line, great. But that's not the primary purpose or KPI.

Thanks for coming to my free masterclass.