September 23, 2019
So, you've spent all this time on creating your product and you've read all
the advice from every marketing expert on the internet. You've discovered one
common ground among them all. And they all do agree on this one
thing.
Testing the headlines is critical.
They all say that it's
the absolute one critical element to any successful marketing campaign. Whether
it's the headline on your website, your subject line in your email or the first
words you speak over the phone in a sales call. It's the most important feature
and you should spend 80% of your time coming up with just the right
one.
It's the difference between success or failure in any
campaign.
If you're lucky to find an expert that is willing to share with
you the exact details as to how he tests his headlines. You discover that it's
the basic A/B split run test in newspapers.
Sounds simple. But did you
know that most newspapers will not even consider going through the trouble of
running A/B splits unless you are a major account paying for those high dollar
advertising spots.
What's the answer for the average marketer that can't
build up a huge marketing budget if he can't increase his sales in the first
place.
Well, one answer that I've found is to copy the big boys in the
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 China grounding products manufacturers what
happened.
He suggested that Fred Smith post sketches of 10 or more
different color schemes for his airplanes on the wall of an office. He then
asked numerous people to grounding products
suppliers come in and look at all of them. He quietly sat back and watched
which sketch actually attracted the most attention... one particular drawing
kept bringing people back to it over and over again...
They didn't know
what it was about that one particular color scheme but something kept them
coming back to review it more than once... that's how he pre-tested the color
scheme for that famous branded image of an airplane we all know and recognize as
FedEx today.
A small focus group of people sharing their thoughts on
what caught their eye.
If you have a small group of friends, co-workers
or even a small email list that you can run a survey by then it could do wonders
for your marketing campaign. I can recall receiving a email from a newsletter
publisher that did that very thing about every portion of his
newsletter.
He wanted to know which font his readers preferred over
another.
He asked which font size was best for his readers over
another.
He continued to ask these questions and he even posted the
results and now his entire newsletter is -- you guessed it -- exactly like what
the majority of his readers recommended and preferred.
A focus group
could even do wonders for your headlines. The experts say you should write out
at least 100 headlines and only then begin to start narrowing your list down to
the most power pulling headline possible. Naturally your best headline would be
the one that makes you the most sales...
But... after you've written 100
headlines -- which one do you spend money on in advertisements that actually
charge you to run the ad. That could become a very expensive test. A focus group
could help you tremendously save literally hundreds even thousands of dollars
determining which headlines you should avoid and which ones you should work
with.
Yes, headlines are the most critical part of any marketing
campaign - so don't put money into any advertisement without first testing the
Headline.
Posted by: grounrod at
02:59 AM
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