Why should I ask customers how they heard about me in a P.S.?

Adding a P.S. that asks ‘How did you hear about me?’ provides invaluable validation for your marketing efforts. You won’t get everyone to respond, but you’ll get enough responses to gain real insights. The feedback often reveals the full customer journey that analytics miss. For example, your analytics might show a sale came from a Facebook ad and you’d give Facebook all the credit, but when you ask the customer, they might tell you they actually went to your gallery show four years ago and the Facebook ad reminded them of you. This context helps you understand which marketing investments are truly working and how different touchpoints work together.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-12-04