• Yes, they call themselves ad agencies.
• Yes, they wax poetic about the power of advertising.
• Yes, they encourage you to increase your budget to achieve the self-interested buzz words of "reach," "frequency," and "awareness."

But the one thing most advertising agencies won't do, is advertise themselves. They don't spend money on it. Often not a penny. Zero. Why......?

Because they don't believe it works!

So before you actually spend the balance of that 2005 budget, consider this:
• Insist that your agency explain this lack of faith in their own service.
• Favor those few agencies that do advertise for their own benefit. They know what it means to drive hard for ROI.
• Ask yourself if you are really comfortable, based on past results, that your advertising produces measurable results.

If not, stop believing in the "hope springs eternal" fantasy that a change in your creative approach will do the trick. Transfer more dollars to other forms of marketing and/or pocket the dollars that would otherwise be wasted!

The fact is, all too often, advertising doesn't work. Period. Make 2005 the year you do the unthinkable: take a hint from your ad agency, and don't spend a dime on a loser!

Come to MSCO for results. CEO Mark Stevens is the author of the Business Week Best Seller, "Your Marketing Sucks." Stop throwing dollars out the window on brochures, web sites, newsletters and direct mail campaigns without a strategy designed to make the phone ring. Take your business to the next level.