Do you know what are analytics? If you're a business owner and you do marketing to grow your business (which all businesses do) then you probably have marketing tools like newsletters or blog services. Not measuring results and making small adjustments to improve results is like flushing money. You can't ignore your results (or you can but not enjoy rewards). Make sure you have analytics attached to your newsletter distribution tool or your blog to measure response. Now make millimeter adjustments to improve. How do you do that without reinventing your marketing messages completely? Look at the statistics? What is the most read topics? Now slowly each day continue on related topics (and here is the tip: use similar keywords) -- that's it. Now watch for increases greater and lesser. Each day watch and tweak. Nothing major or big to improve business ... always millimeters.