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.
