Measure Your Results
Most everyone understands that marketing is a game with a scoreboard. That scoreboard tallies our RESULTS! If you don’t measure your results, you’re doomed to “guessing” and “gut feelings”.
What happens when you do measure marketing results and find they don’t meet expectations? You adjust – or “tweak” – your message to get the graph moving up. But here’s the problem. The message on your website, brochure or advertisement consists of a number of elements.
- Headlines and Sub-headlines
- Tag lines
- Images and Captions
- Body Copy
- Risk Reducers
- Calls to Action
Make ONE Change – then Re-Test
Unless the message is a complete loser, try to resist the impulse to make wholesale changes. Choose the most obvious weak spot and fix it first. Is your headline less than attention grabbing? Is the image you use irrelevant to your product? Is the copy mundane, trite or boring? Does the layout obscure your message? Is the offer not enticing, thereby ruining your call to action?
Whatever you decide, make sure you only tweak ONE element at a time. Otherwise you won’t know for certain which tweak worked and which did not.
And this would be a sin – not to mention a waste of money.
As a professional copywriter, I love sharing my marketing tips, insights and secrets. Interested in learning more valuable stuff that could help improve your marketing life? Go to http://www.moneywordsmarketing.com/alans-blog/ .