PM stands for the issue name, the 8 is for mailing list August. Then, you can look at the envelope and you'll know instantly where the order came from. Make a table on a piece of paper with columns for date, item ordered, amount paid, and date the order was shipped. At the top of the page, tape a copy of the ad, and write the ad key next to it. Then, when you receive orders, record the information on the proper page. 4) DO SMALL SCALE TESTS BEFORE LARGE SCALE ADVERTISING. Before you sink hundreds or thousands of dollars into a large ad or mailing, test the waters. Place a smaller ad with the same message in the mailing list magazine for two or three issues, and see if it pulls. Or, if you're renting a mailing list, do a smaller mailing to a small percentage of the list, instead of just rolling the whole thing out. Testing is important in this business. There are two possibilities that can come out of a test. Either the ad/mailing works, or it doesn't. Now, it's up to you to figure out WHY it didn't work. Either the ad/mailing copy isn't effective, or you're reaching the wrong audience. Review the mailing list whole picture, find out what needs to be changed, make the changes, then retest. When you hit on the right combination, THEN take the big plunge. 5) DON'T BE AFRAID TO ADMIT YOUR MISTAKES OR FAILURES. Let's face it.