How to Use Testing for
Breakthrough Marketing Results?
How to Use Testing for Breakthrough Marketing Results? :
John Wannamaker (and then later P.T. Barnum and William Wrigley), said that 50% of his advertising was being wasted — but he didn’t know which 50%. Now by using direct marketing and testing you’ll know exactly and eliminate conjecture and supposition.
Do you realize it costs you the same amount of money to send a letter that produces 2 customers as one that drives in 20 customers? So that difference is in your sales letter and using effective testing.
Testing will help you:
1. Save yourself a bunch of money.
2. Improve any results you’re currently getting.
3. Stop guessing about what works.
I’d say those are some pretty good reasons to learn all about testing and how to apply it to your business.
Instead of sending out to your entire list, you should send your letter to small portion of that list to analyze the results by carefully tracking (we’ll talk about this in a moment).
That also means you can’t fall in love with your letter. If you get emotionally attached to your creation you can’t rationally look at your test results.