The key to increasing profits and lowering costs over time is continually testing one advertisement against the other' one offer against another' one headline against another' and so on' until you find the best performing piece.

This process is called 'testing and tracking' and is one of the most critical components of marketing because it is a scientific method of discovering which elements of your marketing produce the greatest response.

One of the advantages that marketing on the Internet has over other advertising mediums is the speed of tracking response from marketing tests.

When marketing on the Internet you can track the response of your marketing efforts in real-time. This means that you can quickly gauge the success of the marketing test, implement the next changes immediately, and take it live instantly.

So, not only can you quickly implement new changes, but you can do so cost-effectively' because you don't need to spend thousands of dollars to see the results of a test.

Then, when you've found the highest performing offer, sales piece or headline, you can roll it out offline, in magazines, newspapers and any other mediums.

By testing and tracking on the Internet first you ensure you get the highest return on investment for the lowest possible cost.