Market testing is
the key to increasing the effectiveness of your advertising campaign.
If you're like me, just the word testing makes your shoulders slump
and a groan escape your lips. Hey, it's really not that bad...
especially when you notice the substantial increase in your bank
account!
Think about it...
how much profit is your advertising campaign producing? Which
marketing material is providing the greatest revenue? If you don't
know the answer to these questions, you're gambling with your
advertising money!
Cut Out Risks And
Rake In More Profits
Wouldn't it be great
to be in total control of your business profits? Yeah, knowing that
the simple act of putting a set of postcards in the mail with this
week's offer is going to net a 20% increase in sales feels great. The
key to being in command of your financial future is effective and
continual testing.
Break down your
marketing products, and choose one of these aspects to experiment
with:
The offer
Advertisment
Copy
Web page
Design
Sales Letter
Wording
Advertising
Mediums
Mailing Lists
Product
Guarantees
Combination
Offers
A word of caution:
test only one aspect at a time if you want to be sure what is causing
the success or failure of the ad.
Tracking each
variation and the results it produces will increase your market
knowledge. Incorporate your new knowledge into your marketins
strategy, and then go one to test another aspect listed above.
I like to make a
start by simply changing the headline on my Websites or sales letter
before making any changes to the body of content. It's amazing to
discover the powerful impact a headline has on the consumer. You'll
also get a better idea of how to change the main content when you know
what attract the reader's initial interest!
Okay, for those of
you who don't have the time to invest in constant testing... here's a
rule of that will still get you a higher profit margin without
stealing your valuable time. It's the 80/20 principal. Keep 80
percent of your advertising in its current form, but take 20 percent
of your advertising budget and dedicate to experimenting with
advertising methods. Hey, it's not the most profitable, but you're
still sure to see an increase in sales and gain valuable market savvy
in the process.
Who is Allyn
Cutts, and why should you care?
Allyn has spent over
24 years helping businesses like yours find new customers and increase
sales to current customers. Allyn is a marketing and sales fanatic,
providing measurable marketing solutions that drive huge results for
small-to mid-size business clients. Allyn works personally with
clients to design and deliver off-line and on-line direct marketing
strategies that focus on metrics and measurable results. You can learn
more about Allyn Cutts at
www.AllynCutts.com and you can call 610.437.4106 between 10 AM and
4 PM Eastern Time Tuesdays and Thursdays.
