It is amazing how few companies ever test any aspect of their marketing and compare it to something else.
You can’t maximize your performance or make the most money unless you know how to make the best use of your time, opportunities, efforts, and investments.
You can’t get the best results until you evaluate all the different approaches you have available.
One approach will often outproduce another approach many times over.
Let me give you some examples that I found from the book “Getting Everything You Can Out Of All You Have Got.”
In an ad for an English course, the advertiser used the same copy with two different headlines:
1. “The Man Who Simplified English.”
2. “Do You Make These Mistakes in English?”
The second headline produced nearly three times the sales results.
An insurance company tested these two headlines against each other:
1. “What Would Become of Your Wife If Something Happened to You?”
2. “Retirement Income Plan”
The second ad pulled 500 percent more than the first.
A famous correspondence school tested these two headlines:
1. “Announcing a New Course for Men Seeking Independence in the Next Three Years”
2. “An Up-to-the-Minute Course to Meet Today’s Problems”
The first headline outperformed the second headline by about
An insurance company tested these two headlines:
1. “Auto Insurance at Lower Rates If You Are a Careful Driver.”
2. “How to Turn Your Careful Driving into Money”
The first headline was 1,200 percent better.
These results probably don’t make any sense, right?
You have no way of knowing what will work the best until you test it. And it’s not even the headlines. Different prices sometimes play a big role in generating sales.
For example, Jay Abraham mentioned in his book that he has seen $19 outpull $17 by 300 percent.
$69 outproduces $79 by more than double.
And $495 out produced $295 by three times. (Business course)
What does that mean?
Here many people preferred that business course at a higher price!
Again, none of these prices make any sense.
Sometimes the best price is higher. Sometimes it’s lower. If I don’t know ,you can’t possibly know either until and unless you test.
So here are some things you need to test against each other.
This is called A/B testing.
AB testing is essentially an experiment where two or more variants of a copy are shown to random people, and then analysing which one does better.
You can have far more clients, and sales for the same money just by testing alternatives against each other:
- By testing different ways to say the same thing
- By testing different copy
- By testing one offer against another
- By testing one price against another
- By testing one guarantee against another
- By testing one direct-mail package against another
- By testing one sales page against another
- By testing one autoresponder series against another.
It’s relatively easy to test and track ad results and to leverage every dollar.
Testing different ways to say the same thing;
I think this one need a little explanation,
Take a look at the headlines I mentioned earlier,
“The Man Who Simplified English.” (Failure)
“Do You Make These Mistakes in English?”(Success)
“Announcing a New Course for Men Seeking Independence in the Next Three Years” (Success)
“An Up-to-the-Minute Course to Meet Today’s Problems” (Failure)
Most headlines people use don’t communicate a “What’s in it for me?” result that the prospect, the client, the reader, the viewer, can expect to receive.
As you can see, there is not a huge difference between successful and the failed headlines.
So try to say the same thing in a different way and then test it against each other.
The results might surprise you.
Never test big if you can test small. If you have a big email list. Don’t do A/B testing with all of them.
Two thousand people is a great number.
- It is not so big that it will screw with your business.
- And it is not so small that it will give you inaccurate results.
- Make a list of everything you use to promote your product or service.
- Then come up with at least two alternative ways or approaches to those activities.
- Create at least two different ways to say or communicate your”message”: different pricing strategies, different positionings, different presentations, etc.
- Then conservatively and modestly test these different approaches against your current control approach to a small audience.
You’ll be surprised at how many of your new tests out-perform your old standards.