Of all the mistakes a small business owner can make,
possibly none will cost more than failing to test one
aspect against another. In order words, testing one price
against another. One headline against another. One ad
against another.
There is an “A-B” test. That’s the common terminology for
testing your offer, headlines, pricing, ads, or services.
We create two different ads, an A and a B, two different
headlines, and two different mailings to determine which
obtains the greater response or sales or referrals.
The key to an A-B test is to set it up so you can quantify
and measure it properly and track those results with the
goal to zero in on the one or two choices that are
Preferable over the others.
Then you roll out a new untested product or marketing
strategy in this manner, and by mailing to a small test
area, say 500-1,000, you can save yourself in the event of
a failure untold thousands of dollars.
Most of the time you can conduct multiple A-B tests
simultaneously on the same product, ad, headline, price,
etc. before selecting the final strategy. I recommend if
your product or service is conducive to this type of
approach, in other words, creating a modest direct mail
campaign for conducting the A-B test to do it.
Direct mail is the method of choice because it can be put
together relatively quickly and inexpensively.
(more…)
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