The survey further showed that fewer than 5% (4.6%) said they always test and more than 19% (19.5%) said they usually test marketing communications tactics before rolling them out.

Based on those who do test:

A little over 41% (41.1%) percent said audience was most important thing to test; Nearly 39% (38.7%) said offer was most important thing to test; Almost 15% (14.9%) said copy was most important thing to test; Just over 5% (5.38%) said media was most important thing to test.

Successful direct marketers have always touted value of testing in making scientific decisions about their campaigns. In today’s economy, sadly, testing appears to be considered an optional activity; one that is used only for very large campaigns or when prospecting for new audiences.

This is an alarming trend. Eliminating testing because of cost is like playing Russian Roulette with your marketing campaign. Sometimes you’ll be safe, and campaign will bring results. But you'll never really understand why. And unfortunately, one major marketing failure could put a massive hole in your growth strategy. †

Think long term vs. short term to reap sure-fire benefits that testing will give to your marketing campaign.

It takes time to fully master all different rules and principles of life - Great Pyramids of Giza were not built in a day after all.

It is a visible sign reminding us all of astounding results that can be accomplished with vision, determination and persistence.

This is exactly same behavior we want to apply in our marketing if we are to get results of same magnitude.

What we have to do is study founding principles of success and get better at applying them effectively in real world: on marketing battlefield.

It's a fact: we need to get better at mastering marketing strategies that lead to higher levels of success.

Regardless of our personal level of success, #1 critical success factor to accomplish this is determined by our ability to identify and process very information that will give us leverage we lack to reach next step and enable greater success.

The most efficient and fastest way to increase our success is through adoption of behavioral patterns that will create more and more success for us. It pretty much works like a snowball effect: first step is to get it started to best of our knowledge and abilities.

It can always be improved in course of time. That decision is ours to make. No one else can make it for us.

In my monthly newsletter, I discuss how it all works: how states of mind and behavioral patterns are intimately connected and how one does influence other greatly, be it in a positive or in a negative way.

Always remember, you can't direct wind but you can adjust sails and shorten journey leading to your success.

All best, Dan Hamilton

© 2004 - Dan Hamilton - All rights reserved