The Little Blue Book of Advertising: Measure for Better Management

Posted on by in Reading Between the Lines

“You can’t manage what you don’t measure.”

The Little Blue Book of Advertising by Steve Lance and Jeff Woll, page 77

This reminder has been tossed around for ages. It holds true in just about everything worth doing. The reason it is so pertinent today has everything to do with the pace of our daily activities coupled with the enormity of our “to-do” list and our “should-have-done” list.

In an attempt to highlight the importance of this practice (but only if you are planning to become a success in the travel business), I will lay out a simple action plan for you to follow.

Click on the book to grab your own copy of "The Little Blue Book of Advertising"

Click on the book to grab your own copy of “The Little Blue Book of Advertising”

First, decide what is important to you. In other words, what is it you want to manage? Here are a few examples:

  • # of new prospects;
  • # of unsolicited referrals;
  • # of days without a client complaint;
  • # of registrations to your training class;
  • # of outgoing phone calls to potential “pied pipers.

You get the idea. Notice in my examples the common theme involved the # sign. Volume is easy to detect and compare.

Second, establish a list of items. Pay attention (manage) to what is important to you and document the activity daily/weekly/monthly activity. No exceptions. No excuses.

I want to remind you that you will not want to measure everything. Some activities don’t warrant excessive effort and many tasks which are demanding your time do not deserve your attention. Be selective when it comes to managing and measuring.

Third, check your progress periodically. Become responsible for analyzing your results. Applaud the good things and fix what may be falling short of your expectations.

Another phrase for managing is simply “paying attention.” You will soon experience some real forward progress that will lead to further accomplishment. Keep an open mind but remain vigilant.


Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

For information on Mike’s Fourth Annual Training Cruise, email Mike at mike@mikemarchev.com with the word “cruise” in the subject box.

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