I am newish to the offline marketing world with but a dozen of clients to my name and only 3 of them recurring. I did a great job with all of them where they rank top 3 in their market for their main keywords and I also changed most sites from static HTML to well optimized WP sites.
As the evening progressed and the beers went down, this fellow golfer who owns 3 local businesses shared with me his views on advertising, the Yellow Pages and the new kid on the block...aka the geek with the pc.
The whole thing started when after the round of golf we sat around large tables to enjoy cold beverages and discussions went from golf to weather to politics then business and someone asked me how my "thing" was going. That was reference to my offline marketing business. I shared some details on how some of my clients were seeing increase in sales and profits. That's when James asked me about how I managed my clients accounts and how I could help his businesses.
I told him how I did what I do. To that he replied, "I don't care how you do it. What's your numbers?" "What's the audience, in numbers?" "What's the increase in profits?", "What's my return on investment?".
When I told him I did not know these exact numbers, he told me that when he speaks with the reps at the media providers that he gets answers for those questions. Might not be the best results, but it's professional and he knows the outcome and that if I ever wanted to have any part in his advertising budget, I'd better act like a pro and know my numbers.
I reflected on that for a long time and I do agree, that getting is half the battle and that knowing what those results generate in ROI and other metrics is something a lot of business owners understand.
It's time to follow up and learn one more skill to this trade I've chosen.