You don't want your visitors to think of you as a big corporation. You want them to get to know you personally and to bond with you. Then, once they know you, they will buy from you. Keep Detailed Records Of Everything. A successful mail order business is always testing everything that they do.
Nothing is set in stone until it has been proven in the marketplace.
They track how much they spend for ads, how many people respond, and how many of the responders actually purchase their products or services. Every new ad will be tracked in the exact same way. If they don't keep the records and haven't done their math, they won't be in business for long. Just because much of Internet advertising is currently free does not give you any excuse for not tracking even more specifically. When you hear mail order advertisers talk, they always speak of a control piece.