| Effective marketing is vitally important no matter | | | | bottom line results. |
| what business you're in. Consider what marketing | | | | On the other hand, virtually all true marketing experts |
| expert Jay Abraham said about a vital key to | | | | preach about the importance of testing your |
| marketing success: "Anyone can become a virtual | | | | advertising and marketing. Yes, marketing "geniuses" |
| marketing genius equivalent by doing one simple thing: | | | | are usually very big on testing! Why? |
| testing." | | | | Because even professional marketers often find it |
| In other words, learn how to test various elements | | | | very hard – if not impossible – to |
| of your marketing to find which of them really work | | | | predict how prospects will react in a given marketing |
| – and which don't – and you can learn | | | | situation. So even if you have some marketing |
| how to market effectively. | | | | savvy, testing can show you how to boost response |
| Notice that Jay did not say that by testing anyone | | | | that much further. |
| would BECOME a marketing genius. He said | | | | You don't have to be able to write a perfect sales |
| "marketing genius EQUIVALENT." In other words, if | | | | letter on the first draft, or the second, or third. You |
| you're willing to do what most marketers don't do | | | | don't have to instinctively know what the most |
| – test, and adjust accordingly – the | | | | profitable price is for your new product or service. |
| results can be the same. | | | | You don't have to guess which of your potential |
| Yes, by testing, you can generate the same results | | | | headlines will pull the most response. |
| as a marketing genius, without having to be one. | | | | By scientific ad testing, the true value of all theories, |
| Despite the dramatic increases in response that can | | | | opinions and educated guesses are laid bare. If they |
| be gained through scientific testing, most marketers | | | | truly contribute toward marketing success, testing will |
| and copywriters today still don't take advantage of it. | | | | prove it. If they don't, testing will prove that, too. |
| Still others either don't test enough, or don't test | | | | In short, you don't have to be a literal marketing |
| properly. | | | | genius to generate better conversion rates from |
| One reason many don't test is that by focusing on | | | | your online or offline marketing efforts. Nor should |
| "institutional advertising," they don't have to be held | | | | you always listen to the marketing advice of others, |
| accountable for the results (or more likely, the lack | | | | which may be inaccurate and unprofitable, though |
| of results) of their marketing. | | | | well meaning. |
| Their view of an ad's success is, more often than | | | | Your prospects and customers can show you exactly |
| not, whether it "looks good," "makes people laugh," | | | | which marketing approaches are truly most profitable |
| or "wins advertising awards." Not whether it produces | | | | in the above areas, and many more, if you only test. |