How To Push The Boundaries Of Your Business And Win
You are no doubt familiar with how important testing and tracking marketing metrics are to your business.
Not enough businesses try to consistently beat their control metrics. Even though you may have to spend in a little more on your advertising budget… having a control to beat makes it very easy to make that budget.
Let’s get into how to push these boundaries.
Let’s talk about how to actually beat that control and why what most people do is actually a defeating method.
Most entrepreneurs and business owners copy the successful ads. Sometimes they copy them verbatim and sometimes they copy the structure.
It’s not a bad method per say… copying the structure. Copying word for word is bad.
Especially when you are just starting out. Find an ad that is proven to work and then more or less swipe the fundamentals and make it your ad. (Don’t plagiarize.)
But what’s the best way to beat a current control?
It’s not by copying another successful ad to see if it can beat the already borrowed ad. A great marketer and copywriter will master the fundamentals of copy and create an entirely fresh new ad.
I’ve been reading Eugene Schwartz’s… Breakthrough Advertising. And I agree that a fresh ad… an innovative ad can become the next huge winner that makes you millions.
“What will work? Innovation, of course.
Continuous, repeated innovation.” – Eugene Schwartz
So where’s the best place to start your innovative testing?
The headline and lead. More specifically the headline is the best place. So many ads go unread because the headline never drew the person into the body copy.
Try new daring headlines possibilities. Don’t be afraid to make bold statements and comparisons. And above all remember to test that headline many times.
With the Internet, testing is so easy that if you can get enough traffic, you’ll know what’s a winner in a single day.
After the headline… test the lead.
Does your control ad make a very direct statement about what you’re selling or what problems the prospect faces?
Then try something new like a story. Search through your customer list and have a contest for some free giveaways… for the best customer success case study.
Here's another great market research technique... Get on the phone and talk to your customers. Some of the greatest headlines have come from talking with customers. A single line they say could make you millions.
So remember to innovate after you have a profitable control. Who knows, maybe the ad your or your copywriter come up with could be the next most talked about ad in the marketing world.
|
