How to Never Make A Major Marketing Mistake Again by Testing
In his book Think And Grow Rich, Napoleon Hill says that one of the major causes of failure is that people “prefer to act on opinions created by guesswork or snap judgments rather than facts.” Meaning advertising decisions are based on what you think will work rather than what the marketplace wants.
This is the main reason advertisements don’t work and businesses fail. Your livelihood depends on your ability to determine which messages will effectively attract new customers and entice your current customers to come back again and again.
You need to put every important marketing and advertising question to a vote by the only people whose ballots count: customers and prospects. This type of ‘voting’ takes place in the form of small, inexpensive tests.
An advertising test is different than a questionnaire, a survey, or a focus group. These things don’t necessarily reflect your prospects’ willingness to pull out their wallet and pay. Most of these results are skewed toward what the participants thinks you want to hear or they might do.
Testing, on the other hand, allows you to find out definitively which headlines, offers, prices, etc. the market will respond to – and cause them to buy – before you spend a fortune on advertising.
You can test the effectiveness of certain parts of your ads on small but representative samples of your market and you can learn what works and what doesn’t. The results are reliable because each advertising question is answered with cash, check, or a major credit card.
So ultimately, the purpose of testing is to demand maximum performance from every marketing and advertising dollar you spend. You will find that one approach will oftentimes substantially outperform certain others. But unless you test, you won’t know which one.
The concept of testing sounds simple and you probably feel that everyone must already be doing it. Business owners do not test, they are looking for the ultimate ad that will generate tons of business.
ALMOST ALL businesses haphazardly run whatever to see what works. If you methodically test and calculate your advertising efforts, you will dominate your competition and win their customers in the process. In short, every aspect of your advertising can and should be tested – advertising mediums, placements, headlines, prices, offers, packaging, formats, fonts, sales pitches – everything.
Through the process of diligent testing, you ensure that you will never make a major marketing mistake. It’s impossible. If an advertisement or promotion fails in a small scale test, you either adjust it and test again or scrap it for something better. By testing, you take the guesswork and conjecture out of advertising. You should be very scientific with your marketing – keep experimenting until you find what really works. You will find it to be very rewarding in the long run.
Written by Jon Bingham. Jon is a Strategic Marketing Consultant, he creates proven marketing systems for Fortune 500 companies. Connect with him at Twitter @jon_bingham or email firstname.lastname@example.org or 435-574-2145.
Jon is a Strategic Marketing Consultant, he creates proven marketing systems for Fortune 500 companies. Connect with him at Twitter @jon_bingham or email email@example.com or 435-574-2145.