A classic problem that every business will face.
You slave away - hours and hours of blood sweat and tears
put into your marketing campaign.
The big day comes... and a good old WHACK upside the head!
It just isn't doing what it supposed to do.
I ran into this recently with a client of mine. A very
unique product that helps you lose weight while you sleep -
not with magic pills - or fad diets - or slaughterhouse
exercise routine but with something much more subtle... and
long lasting.
Right from the start, I knew the challenges are:
*Major competition. Some of the biggest players out there
sell into this billion dollar marketplace. They have
budgets up the wazoo. They have entire departments focused
in on each advertising campaign.
*Skepticism. For good reason. With all the diet books -
plans - foods - fads and pills out there - everyone has the
magic cure... or so they say. People who are concerned with
their weight have probably tried some of these plans - a
select group has tried most of them. Chances are with
dismal results.
*Believability of the ability to lose weight while you
sleep. It is the perfect diet plan right? But it sounds
too good to be true.
With that in mind we went about some smaller tests with the
campaign I wrote. It did ok - nothing stellar - but a 3%
order rate is not too bad... could be better though.
So we try some new approaches - and this goes up a little.
And we test more new ideas... and it goes up again.
We are still trying new ideas to help people see that this
IS the real deal and does work. It worked for me - and it
has worked for many others.
The key thought for you to take away is never give up
trying to improve the results!
We changed and tested:
*Believability - using more industry statistics - proof
that it delivers - more testimonials * Order options - we
tested pricing - payment options - and bonuses * Use of
video and audio to improve the personal feel to it
Each one of these played into the believability. And will
for you too.
Always remember though... there are 3 factors you need to
consider in your marketing success.
1.The message - which is the copy and the way you describe
what is being offered (responsible for approximately 25% of
the success of your campaign)
2.The media - how you get the message out to your market.
Emails, print letters, postcards, tele-seminars, print
advertisements, banner ads - or a combination of them all.
(Responsible for approximately 25% of the success of your
campaign)
3.The market - the group of people you know are your best
buyers. Being that this is responsible for 50% of the
success - it is THE most important factor to consider
(although you must also pay very close attention to the
other 2). You must know who they are - where they live -
what they love - what they fear - what they read - and
every little nuance that makes them who they are. This BY
FAR is the most neglected of the 3.
When you have all 3 in perfect order - your success is much
more likely. Miss one of them - and you could have a
failure on your hands.
Test multiple approaches - know the 3 success factors
inside and out - and find the optimal combination that gets
the right message out, using the correct media, to the
right market. Then you have a winner.
----------------------------------------------------
Troy White, The Marketing Results Mentor and Expert
Copywriter helps clients achieve HUGE growth surges in
their business in very short periods of time. If you're an
entrepreneur in need of quick cash flow surges ' here is
the quick-hit solution to put money in your bank.... The
Wild West Wealth Summit! Make sure you visit
http://www.WildWestWealth.com or sign up for the Free Cash
Flow Surge Newsletter at http://www.CashFlowSurges.com
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