I don't know about you, but I'm tired of wasting time putting out fires, when I should be more productive.
By putting out fires I mean correcting mistakes that shouldn't have occurred in first place.
I recently began a campaign to get more traffic for a specific page promoting my mailing lists.
Fire # 1. There were a few complaints that page was to plain.
How much this cost, I don't know, but I brought out hose and put up a new page with graphics and a counter.
Fire # 2. I was trying to sell a product directly from a web page.
More time wasted and possible sales lost. The fact is I wasn't using two-step method and I wasn't giving visitors enough information.
Out comes hose again. This time I added a report explaining importance of mailing lists.
With report I was now using two-step method. The report generated more leads and educated visitors to benefits of mailing lists.