Improve your testing

Your main objective in testing is always to try to come up with a better pulling variable (headline, offer, guarantee, price, etc.) than your existing control. Whenever tests prove that another variable pulls better than your existing control, it replaces it until a future test reveals an even better one.

Make Testing a second nature.

Instead of viewing testing process as too much bother, you should view it as a wise investment in crucial information that reveals how to progressively improve profitability of your marketing. Considering all advantages that testing offers, reasons for making it a habit are obvious. You don't have to be content with same mediocre level of response to your marketing campaigns, unaware of what's really working and what isn't. If you aren't already, start taking advantage of scientific testing to constantly improve your marketing results, avoid making same wasteful mistakes, and earn more profits. And if you're already profiting from it, consider taking advantage of it more fully.

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Copyright © Michel Richer

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Separate yourself from your competition - continually declare your Unique-Selling-Position What is reason you went into business? This usually defined your competitive differentiation or unique selling position. It is reason you are different than what your competitor claims. In marketing terminology this is called USP. For example, do you provide faster results, superior products, easier access, personal attention or a better guarantee? Whatever your USP it must be a common thread throughout all marketing and sales material.

Promote that advantage in all of your advertising. Give your prospects a reason to do business with you instead of with your competition and you'll automatically get more sales.

Promote benefit, not features!

Buying customers don't want your product or service. They want benefit produced by using it. Construction workers want holes not a drill. Painters want a certain color on a wall, not paint. Car buyers want convenient transportation with a certain image. Dental patients want healthy and good-looking teeth without suffering any pain. Make your web pages, sales letters and marketing programs a consistent in message with fresh content as to benefit your customer receives by doing business with your firm.

How many more ideas can you think of?

Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting