Marketing is not magic. It is more akin to science or math then some mysterious dark art.
The headline in your sales copy, the guarantee you use, the design and Layout of your website elements, even button colors can have an effect on how many prospects become leads and then clients.
Everything in your marketing program can be tested between version 1 and version 2.
Marketing is not magic. It is more akin to science or math then some mysterious dark art.
The headline in your sales copy, the guarantee you use, the design and Layout of your website elements, even button colors can have an effect on how many prospects become leads and then clients.
Everything in your marketing program can be tested between version 1 and version 2.
So when version 2 has as statistically significant higher response rate than version 1, that becomes the new version you use.
Then you tweak that winner and try to beat it again, continually repeating this process to get the absolute best performing direct mail piece, door hanger, website or ppc ad you possibly can. We call this split testing.
These simple tests are how me squeeze the maximum profits out of every bit of advertising we do.
One of my best friends, all his agency does is direct mail to raise money for non-profit and faith based organizations. He has raised billions, with a B, in revenue by repeating this process thousands of times.
Im talking about envelope sizes, handwritten text, Headline copy, colors, images, absolutely every element in his mailers has been tested and tweaked and tested and tweaked.
So why would you go to the trouble?
Because its not difficult to do and just a 1% increase in response rate can have a huge impact on the revenue any marketing strategy you implement can generate.
For you That could mean 2 different door hangers with different messages.
If you sell Organic lawn care. One highlights the Health of pets and children. The other color and health of your lawn.
PPC ads same thing. Always be testing different messages and different calls to action.
When you test consistently religiously log your response rate, you can start to predict the revenue every campaign will generate.
And when you switch to the mindset that, every bit of marketing you do, is less about image and all about effectiveness.
You will very quickly realize that using that cheapo website template built for blogs – is costing you business.
When instead you should of had a professional website built specific to your business type, and designed to convert your visitors into customers.
Testing and tracking should guide all of the marketing decisions you make – even the designs you choose.
And this leads me to my final point…
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