The mistake that many business owners make is in confusing their marketing vehicles--the messengers--with their messages.
As long as you have selected a marketing vehicle that effectively and efficiently reaches your target prospects and they fail to respond, it is your 'message' that didn't work, not the vehicle used to deliver that message.
While it's important that you select an effective marketing vehicle to deliver your message, it is even more important that you craft your message in a way that guarantees a successful response. That's where your focus should be.
That is the critical area that far too many business owners neglect. If you aren't getting the kind of results you need from you marketing efforts, you need to focus on improving your marketing message. Then it's a simple matter of selecting an effective and cost efficient marketing vehicle to deliver your message.
But if your marketing message is weak or otherwise ineffective, then it doesn't matter which vehicle you choose -- it will fail...every time.