John Dwyer from TheInstituteOfWow.com has noticed that many businesses simply "spray bullets" -- they don't use direct response techniques to measure their marketing. They should use the Wheel of Wow: Identify your most profitable customer: not your target audience, an actual person... then market more people like that Add Wow Factor: get prospects to take their eyes off the price (the Happy Meal effect) Position problem/solution scenario: the same way weight loss companies market (before and after) Fix your website: make sure it has those sticky ingredients (welcome video, headline, testimonials, data capture) Repetitive trade: get customers to use a loyalty/reward system (think "sandwich punch card")