Loading Now we’re getting down in the “nitty gritty” of marketing here. Testing.
First, what should you test? Answer: Everything.
In your marketing everything can make a difference. A different headline can out pull another one by 20-30 or 300%. Or more. A different envelope can also do the same.
Is this logical? No. It is not logical.
One would think that none of this stuff would matter, or should matter. But it does. And you have got to test it.
Here are things you should test, immediately in your marketing pieces.
Headline > the headline is the most important. If you have a bad headline, the rest of the ad won’t get read. The goal of the headline is to get people to read the ad.
The P.S. (if this is a letter).
Pictures.
Captions.
Your offer.
Price points.
Color of envelope.
Stamps.
And on and on and on.
You never know what is going to work, but there are some baselines I will give you in the future so you know what to use as a baseline.
And how do you test? You change one item at a time. If you change multiple items you will not know what made the difference if the results change.
And this all leads back to the tracking. If you are not tracking this information, then you don’t know what to change.
To begin with, if you have a marketing campaign like a postcard or a letter or a pay per click advertisement print it out, break it down, and circle the areas that can be changed. We’ll then work through this later.
-Matt
