I am a copywriter, so you might expect me to say there’s nothing more important than good copy. But you’d be wrong.
In fact, there are a few things that are more important than good copy, including having a good product or service. After all, if your product is no good, all the marketing in the world can’t make the business a success.
When it comes to direct response marketing like direct mail and email, there is nothing more important than your list. The people you’re writing to. And we’ll talk more about that another day.
But today, I want to talk about something else. Something that will make sure your marketing is worthwhile: testing.
I cannot bang on about this too much: you MUST TEST your marketing.
If you don’t test what you’re doing, you have no idea whether it’s working or not. You might as well put your money on the horses, because if you’re not testing you’re gambling.
If you do test, you will be streets ahead of your competitors because I guarantee you most of them will not be testing anything.
They’ll just be doing what most other businesses do: churning out marketing materials, advertising, and mediocre websites that may or may not be bringing in sales. The thing is, they don’t know if they’re bringing in sales because they’re not testing.
You see, brilliant marketing isn’t about awesome copywriting and original ideas and fantastic design. It’s about endless testing and measuring to find out what works, instead of using guesswork or doing something because somebody likes it.
Yes, that’s really dull. Sorry.
It’s not at all exciting… except when you find something that works like gangbusters and the profits start rolling in.
Then it all gets much more exciting.
Next time you want to run an advert, think about this. You’ll have a goal in mind and a specific offer to make. You’ll know what your customers’ problems are and how you can solve them.
And you’ll have an idea you want to try.
So you’ll go off and ask people’s opinions: friends, family and colleagues. Maybe me.
If you do that, you’ll get lots of opinions, sure; but you won’t get facts.
You need facts.
But the only way you’ll get them is by testing.
I have something I’d like you to do. Homework, I guess you could call it. But you’re not going to like it…
If you’re doing any marketing at the moment that you’re not testing or measuring, I want you to stop doing it right now. Because if you’re not testing it, you can’t know if it’s working so you can’t know if it’s doing you any good.
Then you can put your time, effort and money into marketing that you can test. You’ll know that you’re investing in the right stuff and it’s making you money.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS All this might sound a bit daunting and completely different to what you’ve always known. You might feel really unsure and uncomfortable about it. Good! A comfort zone is a barren place where nothing grows.
Wouldn’t it be much better to push your boundaries, do something brave, and see one success after another? Excellent. But if you feel overwhelmed and don’t know where to begin, I can help. Grab a copy of my book, Business For Superheroes here, and start growing your business.