So, you've spent all this time on creating your product and you've read all
advice from every marketing expert on internet. You've discovered one common ground among them all. And they all do agree on this one thing.Testing headlines is critical.
They all say that it's absolute one critical element to any successful marketing campaign. Whether it's headline on your website, your subject line in your email or first words you speak over phone in a sales call. It's most important feature and you should spend 80% of your time coming up with just right one.
It's difference between success or failure in any campaign.
If you're lucky to find an expert that is willing to share with you exact details as to how he tests his headlines. You discover that it's basic A/B split run test in newspapers.
Sounds simple. But did you know that most newspapers will not even consider going through trouble of running A/B splits unless you are a major account paying for those high dollar advertising spots.
What's answer for average marketer that can't build up a huge marketing budget if he can't increase his sales in first place.
Well, one answer that I've found is to copy big boys in corporate world. Use a focus group technique. Where you ask a number of people to look over a select group of your headlines and let them tell you which ones they prefer.
Let me tell you a story of one famous CEO.
His name is Fred Smith of Federal Express and when he hired a marketing executive to come in and help him with some of his branding issues... here's what happened.
He suggested that Fred Smith post sketches of 10 or more different color schemes for his airplanes on wall of an office. He then asked numerous people to come in and look at all of them. He quietly sat back and watched which sketch actually attracted most attention... one particular drawing kept bringing people back to it over and over again...
