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A Secret of Marketing: Test Everything

??Ÿ?¦?Never quit experimenting. Never quit learning. Never quite becoming better.??Ÿ?¦?
??Ÿ?¦Ÿ?Roy H. Williams

This applies directly to the testing of all of your marketing. There are 7 main areas you want to test when creating marketing materials. Test all that apply to each campaign.
1. your offer
2. your price
3. your product
4. your creative??Ÿ?¦Ÿ?headline, copy and design
5. your merchandising
6. the timing and/or seasonality
7. your mailing list or demographics

One never to be forgotten rule in testing??Ÿ?¦Ÿ?test only one element at a time, otherwise you won??Ÿ?¦Ÿ??t know which element made the difference.

How will you know if your message is the most effective one if you don??Ÿ?¦Ÿ??t test your message? How will you know that you contacted the correct customers if you don??Ÿ?¦Ÿ??t test your mailing lists? How will you know if you??Ÿ?¦Ÿ??re maximizing your sales if you don??Ÿ?¦Ÿ??t test your offers? Only through testing can you know what is working and what is not. You are hurting your business by ignoring the importance of testing.

This can also apply to any internal strategy you use. Compare one of the strategies given in number 8 above. For example, create a Top 10 Items Sold in July for only one department. Distribute it for 30 days to all customers entering that department and compare last years sales in all departments with the department you made the Top 10 Items Sold in July flyer for. You will be able to see how this simple flyer influences sales. Testing is one of the most misunderstood marketing tools available to you and substantially affects your business??Ÿ?¦Ÿ?? growth.

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