Secrets to Copywriting Testing: How to Substantially Increase Your Marketing Results
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In his famous book, Secrets of Successful Direct Mail, Dick Benson states, “Any test idea a business honestly believes can economically increase response is worth testing.”And he’s absolutely right about this copywriting secret.
So, let’s break this proven advice down to bite size pieces that can help testing really pay off big for any business.
“Any test idea a business honestly believes …”
Too many good ideas get trashed before they are barely presented. Usually it’s because the company president hates it, or the marketing director doesn’t buy it, or someone’s wife thought it was weird, or for another reason.
But if someone has a test idea that they honestly believe will be successful … and can justify why … test it no matter what anyone thinks.
Think about it: How many tests were conducted where everyone thought it would be gangbusters, but it flopped? That’s why we TEST! We really DO NOT KNOW how our prospects and customers will react in many cases.
So, if we can’t predict a good idea before we test, what makes us think we can predict a bad idea in advance? You never know for sure until you test.
“… can economically …”
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