When applying direct pressure to a wound, what should you do if the bleeding does not stop?

When dealing with a bleeding wound, the proper action to take if the bleeding does not stop is to continue applying additional cloths over the existing ones. This approach works because removing the cloth to check on the bleeding can disrupt any clotting that may have begun and can worsen the bleeding. Adding additional layers of cloth allows for continued pressure to be applied, which is critical in controlling the bleeding.

It is important to maintain firm pressure over the wound to encourage clot formation and reduce blood loss. If bleeding continues despite this effort, further medical attention would be imperative, but the immediate focus should be on maintaining pressure rather than removing layers or injecting cold, which would not be effective in controlling the bleeding.