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~~ The Outstanding Results in Marketing ~~
Leading Small Business Marketing Newsletter
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Welcome back to Outstanding Results in Marketing!
In this issue:
1. Golden Rule #12 of Successful Advertising.
2. Test Different Marketing Ideas, Headlines And Prices Business Booster #1
3. The 3 Most Important Elements Of Any Marketing Campaign
4. “I spy with my little eye - great marketing ploy”
Word count for this issue: 1033 Approximate time to read: Less than 5.5 minutes.
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1. Golden Rule #12 of Successful Advertising.
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Client testimonials increase credibility - - and sales. Like a referral, a testimonial is a
third party endorsement and therefore is much more believable.
If you say something about your product or service it may sound like boasting. If someone else says it, it’s more believable.
Hardly anyone (except mail order companies) uses testimonials. Use them in all your advertisements, letters and brochures. Why? Because …..They work.
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2. Business Booster #1 - Test Different Marketing Ideas, Headlines And Prices
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Recently we had a new idea for a product, so to test it, we did 8 different promotions with 4
different headlines and 2 different prices. We tested 1,000 of each and here’s what happened:
2 promotions got 0 response
5 promotions got between 1-5 responses
1 promotion got 20 responses
This means that the best headline/price combination got 20 times the results of the worst. Imagine what would have happened if we only tried one, or if we didn’t monitor what we did. Chances are it would have been a big flop. Now we are going to take the winner and test it
against another 4 different ways. Then, once we’ve confirmed the best promotion, we’ll test 5,000 or 10,000 of that one. If successful, we’ll continue the ‘roll out’ at 20,000 to 30,000 a week!
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3. The 3 Most Important Elements Of Any Marketing Campaign
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Always Test The 3 Most Important Elements Of Any Marketing Campaign.
a) The list (or who you target).
b) The headline of any advertisement, the opening statement of your letter, or the first thing you say person-to-person over the phone.
c) The offer (or how you package what you are selling).
Headline #1: Labour Law Warning To Employers: Don’t Hire Any Staff Until You Read This Sub-headline: New Report Reveals Shocking Truth About Unfair Dismissal And Sexual Harassment Laws
Headline #2: Are You Having Sex At Work? New Report Reveals How To Protect Your Business From The New Unfair Dismissal And Sexual Harassment Laws
Headline #3: How To Protect Your Business From Unfair Dismissal And Sexual Harassment Claims.
Great marketing is nothing more than the scientific process of elimination. It’s like a tennis tournament really. You start with a field of 16 starters and pit them against each other until you get the winner. The good news in marketing is you may often get several winners, but you must follow the basic recipe I’ve given you here. The offer might mean that if you sell beds you
test by offering 6 months interest free payments, or a set of sheets and a pillow with each bed.
If you sell swimming pools you may offer 12 months free maintenance or a year supply of chemicals. Or you may vary the payment terms. Or you may try different prices and financing packages. Or servicing contracts and so on. And of course the list (who you target) is the most important part. The customers must want what you are selling and must be able to pay for it Remember this:your existing customers are always the best prospects for any promotion you run.
Headline Question The answer to the headline question is that No. 3 beat No. 2 by 1200% - that’s 12 times as many orders!
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4. “I spy with my little eye”
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Simplicity is the key. Saving money can be a factor too.
What if you have the premises and wanted to fence it - why do boring old fence - try real…
More to come. Stay tuned, sell more, prosper and most importantly - have fun!
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In Next issue:
1. Golden Rule #13 of Successful Advertising.
2. Business Buster #2 Secrets of designing irresistible offers that sell to your best customer.
3. More of “I spy with my little eye”