Okay, this is going to sound a bit corny.We really like this profession and, if we do say so ourselves, we're pretty darn good at it. In fact, most of the folks here at Carpe DM have spent their entire career doing it really well.

Over the years, we've come to form some strong beliefs and opinions about our craft. And, to help you get a better idea of who we are and how we work, we thought we'd share these philosophies:

• First Things First: Let's face it.creative is fun! But it only contributes approximately 15% to the success of your marketing effort. Before the first layout is designed or word of copy is written, make sure you really understand your target audience and how to motivate them to take action.
• "Test" Is Not A Four-Letter Word: Unfortunately, few people can determine what will work best the first time out of the gate. Develop a control communication and continue to try new offers, audiences, and creative techniques. Bottom line... if you're not testing, you're gambling.
• Listen-Speak-Repeat: Don't talk at prospects and customers. Find out what they want from you first. When armed with this understanding, your communications will be much more effective.but it doesn't stop there. Encourage a dialogue by providing ways to share information. You'll end up with stronger, more profitable relationships.
• The Bottom Line Is The Bottom Line: Advertising that's measurable is good, but you can't stop there. To maximize the power of marketing communications in the 21st century, you must turn that measurement into accountability. Advertising really pays off when you can identify wasted marketing dollars, eliminate them, and increase your return on investment.