1:52 AM
Alan Tarr
You created a powerful and compelling branding statement (Unique Selling Proposition) for your product. Wonderful.
Next, you integrated that message into your website, radio ads and other marketing material. Super. You were jazzed! You couldn’t wait for the first returns to come in so you could see the increase in web visitors, opt-in list subscribers and sales.
BUT…after six weeks the anticipated results never materialized. The sales curve was pretty much flat and you were the epitome of self-doubt. You started thinking about developing an entirely different message. STOP! Chill. Take a deep breath.
Six weeks is simply an insufficient test. It’s just not enough time for your new message to worm its way into the minds of your prospects. So what do I – a unique messaging specialist who has faced this situation many times over thirty years – suggest you do? Well, sometimes the best thing you can do is…nothing. Wait until you have at least enough results to construct a graph, for goodness sakes. Don’t be fickle. Going from message to message, tagline to tagline will confuse and alienate your prospects. You created what you believed was a great message, so stick with it.
Alternately you could get a second opinion from a professional copywriter/ brand strategist (like me).
Next, you integrated that message into your website, radio ads and other marketing material. Super. You were jazzed! You couldn’t wait for the first returns to come in so you could see the increase in web visitors, opt-in list subscribers and sales.
BUT…after six weeks the anticipated results never materialized. The sales curve was pretty much flat and you were the epitome of self-doubt. You started thinking about developing an entirely different message. STOP! Chill. Take a deep breath.
Six weeks is simply an insufficient test. It’s just not enough time for your new message to worm its way into the minds of your prospects. So what do I – a unique messaging specialist who has faced this situation many times over thirty years – suggest you do? Well, sometimes the best thing you can do is…nothing. Wait until you have at least enough results to construct a graph, for goodness sakes. Don’t be fickle. Going from message to message, tagline to tagline will confuse and alienate your prospects. You created what you believed was a great message, so stick with it.
Alternately you could get a second opinion from a professional copywriter/ brand strategist (like me).
More Marketing Consultant Advice
As a long-time marketing strategist and copywriter, I believe 100% in the power of a well-articulated unique message. I love sharing my marketing tips, insights and secrets with you. Interested in learning more valuable stuff that could help improve your marketing life? Go to http://www.moneywordsmarketing.com/alans-blog/.
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