By Bob Negen, Retail Expert

There’s a Chinese proverb that says the weakest link is stronger than the most powerful memory. I know, I know, some of you are thinking, “Well, what in the world does that have to do with marketing?” The simple answer is everything.

A major key to success in all your marketing efforts is to build on past successes. To make sure that everything you did right last year, you’ll do right again this year. There is something you can do that will dramatically increase the probability that every marketing activity you engage in will be more powerful, more profitable, each time you do it.

Create a marketing book. In fact, as soon as you’re done reading this post, start creating a marketing book of your own, or nominate a trusty staff member to get it started for you. Every marketing campaign and activity that we engage in here at WhizBang! Training gets printed out and is recorded in our books.

For example, in our marketing book you can see printed documentation of our intensive training sessions, sales, and our public events like the Retail Success Summit, etc, Every email we send out and every Tip of the Week also gets printed and put in the book along with the reports from our email service provider with the open and the click rates. You see, we’re gathering information we need to make smarter business decisions in the future. Building success!

Click here to read the entire article in the latest issue of Smart Tan Magazine, and don’t miss Bob Negen’s Maximum Bang Retailing event at Smart Tan Nashville on Oct. 3!