Tweaking Your Marketing
Do you get impatient when your marketing fails to deliver the results you hoped for? An impatient marketer will often discard an entire campaign before giving it a chance to work.
Your marketing may not need to be completely replaced--just given a few “tweaks” here and there. Your ad didn’t pull as expected? Maybe the call to action wasn’t strong enough, or you ran the ad in the wrong medium. Media didn’t pick up your press release? A new headline might help, or maybe you didn’t target your distribution properly. A new offer hasn’t increased sales at your web site? Try offering free shipping instead of a discount, or perhaps you need to create more trust so customers will order.
Before assuming that the entire idea is a bad one, try changing a detail or two. Take small steps in revision, and test to see how each change affects your results.
Use “split marketing” to test two different offers, and compare the results you get. For example, send a press release or email message to half of your list using one headline, and the other half with a different headline. Was one more successful than the other? You have a winner!
Don’t stop tweaking and testing. Results can generally be improved no matter how good they seem. You’ll have a few missteps along the way (that’s why it’s important to test) but overall your results will improve.
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