How Hard Have You Tried THis Marketing Strategy
Are you one of the business owners who say ” I’ve tried that, and it didn’t work”.
Here are my next 5 questions:
1) “Did you do a split test, using 3 different headlines with a different reference code for responders?”
2) “Did you try the same ad with 2 different media, to get an idea of the difference in efficiency?”
3) “Did you use 3 different scripts for your staff to gauge which one got the best response, the biggest sales?”
4) “What was the exact number of respondents and how many sales did it generate?”
5) “What was the exact Gross Profit resulting from the campaign?”
The fact is, even if you are smart enough to use a great headline instead of your company name for your advertising, it can still flop!…
Firstly if you are going to use media advertising, you need to decide on a budget for it and REALLY test it, I mean not in a half hearted way! If you are going to spend some money, go as big as you can afford and do a series of ads for 3 to 5 weeks. Put all the ingredients in the ads to ensure that you get a direct, immediate and measurable response. Use a combination of display ads as well as classified to widen the scope of your test. The advantage is you will find out for sure if this media works for you. If it doesn’t then you can start saving money and use low cost direct marketing.
The same testing and measuring applies if you are going to use direct marketing, whether by phone or direct mail, trade shows, walk in techniques, database offers and so on. You will often find that the exact numbers surprise you, and you may be getting much better results than expected: One of my clients recently found that a mail out of 150 letters had actually produced more than 15% responses, a very high success rate for such a small campaign. Now you could think that 15% is a poor response…Not when you know that the average big mailing campaign produces an average 3% to 8% response.
Oh and by the way, before you start ANY marketing initiative, put yourself in a “peak state”. This means find a way to pump up your energy, go for a brisk walk, listen to the most inspiring tune you know, think of all the things you love about your business, all the ways it adds value to your community: Your marketing campaign will be greatly enhanced by it!
To to get a short cut to real results in your marketing, start by downloading my Free report on this site “The 21 Breakthroughs Of Effective Advertising”