The Most Powerful Marketing Strategy You will Ever Learn
The Most Powerful Marketing Strategy You will Ever Learn
“What the heck is split testing”, you ask? Split testing is the process of comparing the results (sales, leads, etc.) of one marketing piece against another marketing piece to see which generates the most sales. Clear as mud, right? To make split testing easier to understand, I will show you an example of split testing using direct mail sales letters.
You write 2 sales letters to sell the sales training course you are offering. Both sales letters are identical except for one thing – they each have a different headline. Sales letter “A” has the headline, “How to easily double your sales in 180 days with this little known marketing strategy” and sales letter “B” has the headline, “Learn the marketing secret twelve small businesses recently used to increase sales by over 173% in less than 180 days.” Then, you send letter “A” to 2,000 prospects and letter B to 2,000 prospects. You then track which sales letter produces the most leads and sales. The results tell you which sales letter is the stronger sales tool – letter “A” or letter “B”.
“But how do you track which sales letter is producing the most leads/sales” you ask? Easy. You add a unique key code to each letter campaign so you can track it. So, for letter campaign “A” you use the key code 111 at the bottom of each letter and for letter campaign “B” you use the key code of 222 at the bottom of each letter. When a customer calls (or places an order), you simply ask them for the key code in their sales letter. Then you track these codes in a spread sheet so you know which letter produced the lead and the sale. After a few weeks to a month, you will know which sales letter is producing the most sales and you can feel confident sending the stronger sales letter to the rest of your prospects.
“What happens if both sales letters bomb and produce poor results?” Then you write two more sales letters and test them against each other on a small scale (sales letter “C” versus “D”). Testing like this is far less expensive than sending a single, untested sales letter to tens of thousands or even hundreds of thousands of prospects. By split testing different messages on a small scale, you can test the pulling power of a sales message without breaking your bank. And, you learn which sales message is the one that generates sales like crazy and will grow your business. If you want to be successful in marketing, always test on a small scale and once you find a winning message, then market on a large scale. NEVER market on a large scale with an untested sales message or you will almost certainly lose a ton of money.
While testing the headline is one of the most important things you can test when testing marketing pieces against one another, you can also test things like price, ($99 per widget in letter “A” and $79 per widget in letter “B”), coupon versus no coupon, promotional specials (get 3 widgets for $197 versus get 4 widgets for $249). But the key is to only test one thing at a time. Do not test a headline in one letter against a price in another letter because you cannot compare the two. Only test a headline against a headline and a price against a price.
“This sounds like a lot of work” you say. “Explain to me again why is split testing so important because I still don’t get it?” First of all, you are right. Split testing is a lot of work. However, the reason it is so important and worth all the work is that it is the one market tool that allows you to significantly increase your marketing return on investment while greatly reducing your financial risk. Split testing allows you to determine which sales message (campaign) is producing a profitable result while eliminating marketing campaigns that are not producing profitable results. Using the sales letter example above, let’s say that the results of your split test of letter “A” versus letter “B” showed that letter “B” produced 34% more leads than sales letter “A”? Wouldn’t you rather use letter “B” for marketing to the rest of your clients instead of letter “A”? Of course! That is why you do split testing. You do it to find out what sales message is going to generate the most sales and make you the most money! So, split test your way to success.
The Most Powerful Marketing Strategy You will Ever Learn - To learn more about this author, visit Peter Geisheker's Website.
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Every business owner is looking for that golden marketing strategy that works like magic to grow their business. Well, I hope you’re sitting down because I am going to tell you the most powerful marketing strategy you will ever learn. The strategy is called split testing.
“What the heck is split testing”, you ask? Split testing is the process of comparing the results (sales, leads, etc.) of one marketing piece against another marketing piece to see which generates the most sales. Clear as mud, right? To make split testing easier to understand, I will show you an example of split testing using direct mail sales letters.
You write 2 sales letters to sell the sales training course you are offering. Both sales letters are identical except for one thing – they each have a different headline. Sales letter “A” has the headline, “How to easily double your sales in 180 days with this little known marketing strategy” and sales letter “B” has the headline, “Learn the marketing secret twelve small businesses recently used to increase sales by over 173% in less than 180 days.” Then, you send letter “A” to 2,000 prospects and letter B to 2,000 prospects. You then track which sales letter produces the most leads and sales. The results tell you which sales letter is the stronger sales tool – letter “A” or letter “B”.
“But how do you track which sales letter is producing the most leads/sales” you ask? Easy. You add a unique key code to each letter campaign so you can track it. So, for letter campaign “A” you use the key code 111 at the bottom of each letter and for letter campaign “B” you use the key code of 222 at the bottom of each letter. When a customer calls (or places an order), you simply ask them for the key code in their sales letter. Then you track these codes in a spread sheet so you know which letter produced the lead and the sale. After a few weeks to a month, you will know which sales letter is producing the most sales and you can feel confident sending the stronger sales letter to the rest of your prospects.
“What happens if both sales letters bomb and produce poor results?” Then you write two more sales letters and test them against each other on a small scale (sales letter “C” versus “D”). Testing like this is far less expensive than sending a single, untested sales letter to tens of thousands or even hundreds of thousands of prospects. By split testing different messages on a small scale, you can test the pulling power of a sales message without breaking your bank. And, you learn which sales message is the one that generates sales like crazy and will grow your business. If you want to be successful in marketing, always test on a small scale and once you find a winning message, then market on a large scale. NEVER market on a large scale with an untested sales message or you will almost certainly lose a ton of money.
While testing the headline is one of the most important things you can test when testing marketing pieces against one another, you can also test things like price, ($99 per widget in letter “A” and $79 per widget in letter “B”), coupon versus no coupon, promotional specials (get 3 widgets for $197 versus get 4 widgets for $249). But the key is to only test one thing at a time. Do not test a headline in one letter against a price in another letter because you cannot compare the two. Only test a headline against a headline and a price against a price.
“This sounds like a lot of work” you say. “Explain to me again why is split testing so important because I still don’t get it?” First of all, you are right. Split testing is a lot of work. However, the reason it is so important and worth all the work is that it is the one market tool that allows you to significantly increase your marketing return on investment while greatly reducing your financial risk. Split testing allows you to determine which sales message (campaign) is producing a profitable result while eliminating marketing campaigns that are not producing profitable results. Using the sales letter example above, let’s say that the results of your split test of letter “A” versus letter “B” showed that letter “B” produced 34% more leads than sales letter “A”? Wouldn’t you rather use letter “B” for marketing to the rest of your clients instead of letter “A”? Of course! That is why you do split testing. You do it to find out what sales message is going to generate the most sales and make you the most money! So, split test your way to success.
The Most Powerful Marketing Strategy You will Ever Learn - To learn more about this author, visit Peter Geisheker's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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