Testing For Maximum Results :

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The golden rule of testing is: TEST ONLY ONE ELEMENT AT A TIME!


If you’re changing the headline don’t fool with the offer. If you change the body copy don’t change the headline.


It’s very easy one you learn about direct marketing to go off into a frenzy and try to test everything at once. Restrain yourself. Remember you’ve been in business this many years without using these principles — so you can take your time while testing.


You will find that as you change different elements you will get different results. And it could be a minute difference.


Here are a few examples of what simply a change in headline can do:


A. “If you are a careful driver you can save money on car insurance” vs.


B. “How to turn your careful driving into money”


Headline A outpulled the other by 50%.


A. “Good news for men who want attractive, well-groomed hair” vs.


B. “Will your scalp stand the “fingernail test”?”


Headline B brought in 56% more responses.


A. “Moisturized Shave Cream” v.


B. “Push-Button Shave Cream”


Headline B outpulled A by 82%


A. “Tension Headache” v.


B. “When Doctors Have Headaches What Do They Do?”


Headline B drew 71% more responses than A


A. “How To Keep Your Hairdo Prettier Longer” v.


B. “Tired of Sticky Hair Sprays?”


B pulled a full 79% better.


Could you have picked the winners from that group before they were tested? If not, then you know that’s why guessing is so dangerous.


These are just a few examples of the dramatic difference one headline can have over another. But what else should you test?

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The Power of Direct Mail
Why Do not More Businesses and Practices Use Direct Mail?
The 3 Components of Successful Direct Mail
Who Are You Targeting Direct Mail?
The Secret to Selecting A Good List
What Kind of Lists Are There?
Working with Compiled Lists
Cloning Best Customers Using A Customer Survey
How to Get Survey Results?
Analyzing The Results
Working With A List Broker?
Direct Response Lists
3 Guidelines to Selecting Direct Response Lists
The Absolute Hottest List of All
The Copy and Creative
The Formula for Writing A Winning Letter
How to Create Good Direct Mail?
Headlines for Letters
What Headlines Should Do?
Headline Appeals That Last Forever
How to Make Advertising Pay?
How to Create Killer Headlines?
Tips for Better Writing
The Problem-Agitation-Solution Formula
The PS
The Irresistible Offer
Make Prospects Take Action Now
Expiration Dates Increase Response
Creating A Compelling Reason Why
Using Overlooked Assets
Holding Names Hostage in Computer
Creating Database
Segmenting Database
Birthday and Special Events
Using Preferences and Personal Details from Database
Keep Mailing Customer List with Reasons to Buy
Gathering Testimonials from Happy Customers
Bring Back Old Forgotten Customers
Getting The Message Delivered
The Secret to Double-Digit Returns
How to Use Testing for Breakthrough Marketing Results?
What Makes The Test Successful?
Understanding and Profiting from Customer Lifetime Value
How High Is High?
Testing For Maximum Results
What to Test?
Split Testing
Keep Doing What Works
How to Know What Works?
Working The Numbers
Action Steps to Maximizing Profits
The Power of Endorsements and Joint Ventures
Think about Who Has More to Gain Than You Do
Setting up The Deal
The Method to Madness
Reverse Endorse



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