Testing, Testing, Testing!
I have always stated that just as in Real Estate—Location, Location, Location—marketing is all about Testing, Testing, and more Testing.
It is amazing to me that very few companies ever test any aspect of their marketing by comparing it consistently to something else. And fewer have a “control” to test against. They bet their destiny on conjecture and subjective decisions. I often times hear, “I fell in love with my Ad.” You should never fall in love with any marketing piece. Either it produces business or it doesn’t.
This is sad for a number of reasons.
First because we don’t have the right or the power to predetermine what the marketplace wants and what is the best price, package or approach to use.
The answer is that we have the obligation and the power to put every important marketing question to a vote by the only individuals whose ballot counts the most—your customers and prospects.
But how do you put a marketing question to a vote? You do it by testing one sales thrust against another, one price against another, one headline against another, one ad concept against another, and so on and so on. I could go on and on—but you get the idea.
The point is that when you test one approach against another and carefully analyze and tabulate the results, you will be amazed that one approach always out-pulls all the others by a tremendous margin. What is even more amazing is that you will see how many more sales, or how much larger the average orders are from the same effort.
The objective and purpose of testing is to demand maximum performance from every marketing effort.
You can achieve immediate increases in sales and profits merely by testing.
For example: Have your sales people try different pitches, different hot-button focuses, different pricing offers, different bumps or upgrades, different follow-up offers, etc. etc.
Then each day you should review the specific performance of each tested approach. Then you must analyze the data.
If you find that a specific new twist on your basic sales approach out-closes the old approach by a large margin, doesn’t it make sense for everyone in your sales group to start using this new approach?
Now you don’t want to stop here. Once you identify the most successful combination, your work really has just begun. Now you should find out how you can outperform that “control.”
Keep experimenting to come up with even better approaches, offers, or sales pitches which have consistently proven, through testing, to be the best performer.
Until you create and establish your control concepts, techniques and approaches, you can’t possibly maximize your marketing.
And once you find control concepts or approaches, keep testing to see if you can improve on their performance, thereby replacing one control with a better one.