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WEBSITE MARKETING

Are You Building Your Business by Guessing or Testing?
By: Developer Shed
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    2004-03-03

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    Are You Building Your Business by Guessing or Testing?
    by Bob Leduc


    Copyright 1999 By Bob Leduc

    A distributor for a network marketing company called me this
    week for help in promoting her business. Julie places ads in
    ezines (email newsletters) to generate traffic to the free
    website provided by her company. She also sends postcards to
    several targeted mailing lists to generate inquiries and
    traffic to her website. I asked her what was producing the
    most profitable results. She answered, "I don't know."

    It's amazing how much money some business owners spend on an
    ad, sales letter or other business promotion without
    evaluating how much profit it produces. Your advertising
    decision is only a guess if you don't know how much profit
    it's likely to produce. Advertising based on guessing is
    gambling with the future of your business.

    INCREASE PROFITS AND REDUCE RISK

    Effective testing increases your profits and reduces your
    risk. Decisions based on the results of continual testing
    put you in control of your business profits. I once
    increased the response to a postcard promotion from 3
    percent to over 20 percent by constantly making changes
    based on results revealed by repeated testing.

    Testing may be fun for engineers but it's boring for most
    entrepreneurs. That's why many business owners avoid it. If
    you're one of them, you're making an expensive mistake. The
    benefits you gain and risks you avoid by testing make it a
    valuable function you can't afford to ignore.

    You may want to copy the 80/20 guideline I use if you find
    it difficult to test your marketing efforts on a regular
    basis. I simply invest 80 percent of my advertising budget
    in proven promotions and 20 percent in testing new
    variations. This formula generates a constant stream of
    profitable business from proven promotions while forcing me
    to continually test for better results.

    CONTINUALLY TEST EVERYTHING

    Continually test and evaluate everything you use or do to
    promote business. A partial list of things you should test
    includes:

    * Different offers
    * Different ad copy
    * Different webpage layouts
    * Different sales letters
    * Different media (where you place ads)
    * Mailing lists
    * Different guarantees
    ... and some less obvious things like:
    * Timing of your advertising (day of week, week of month)
    * Products and/or services offered (or combinations of them)
    * Networking activity (time and money allocated)
    * Affiliate programs (time and resources to promote)

    TIP: Test the headline for an ad, sales letter or webpage
    before testing what follows it. Find the headline that
    attracts the most readers before testing what the headline
    attracts them to read.

    Test only one change at a time or you won't know what
    variable produced the new result. Code each variation you
    test and track the results. Every time a change produces
    better results, make it your new standard and continue
    testing. There is no such thing as the perfect promotion.
    But continual testing gradually gets you closer to it.

    Testing is boring work for most business owners. But it pays
    off in higher profits and reduced risk. Start testing today
    if you've been avoiding it. Implement a program to
    continually test and evaluate everything you do to promote
    your business. The steady increase in your profits will
    surprise you.

    Bob Leduc retired from a 30 year career of recruiting sales
    personnel and developing sales leads. He is now a Sales
    Consultant. Bob recently wrote a manual for small business
    owners titled "How to Build Your Small Business Fast With
    Simple Postcards" and several other publications to help
    small businesses grow and prosper. For more information...
    Email: BobLeduc@aol.com Subject: "Postcards".
    Phone: (702) 658-1707 (After 10 AM Pacific time)
    Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133


    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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