Nearly every health and wellness practice is facing an advertising crisis—even if they don’t know it. This is because nearly everyone is going about advertising the wrong way. There are two types of advertising—direct response and brand advertising. Companies like fast food chains and carmakers use brand advertising. These advertisers have huge advertising budgets, which they seem happy to lose. Brand advertising is a complete waste of money for every kind of small business. Direct response advertising, on the other hand, lives up to its name; it produces direct, immediate, and measurable response that makes your advertising dollars multiply like a cash-breeding machine.