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Want
Sales to Jump 19.5 TIMES -- Without Spending More?
In his forward to John Caples book,
Tested Advertising Methods, David Ogilvy cited an example
where a one
word change in the headline of an ad increased sales, 19.5 TIMES (not to be confused as percent)!
But how do you know what to change, and when? The answer is to
test and quantify -- not just your ads, but the way you answer
your phone, the way you make a sales presentation, the words
you use in promotional videos, brochures, ... basically everything
you do can benefit from testing and quantification.
In fact, the six core rules for getting a higher ROI on advertising
investments, is "perpetual testing". As a marketing
practitioner for many years, I know that the "perpetual
testing" should apply to every aspect of marketing.
Just think what might happen if you tested the way your phones
were answered, and found a method that lead to a 10% increase
in sales. Pretty good, huh? Then if you tested every ad, and
you got only a 50% increase in sales, just those two things alone
would get your profits up 60% or more.
Now throw into the mix to test the actual words spoken in a sales
presentation -- once the most profitable words are discovered
you write out the presentation as a script for all salespeople
to follow, and that generates another 25% increase in sales.
Then, you test the attire of your staff and find that when wearing
navy blue, they achieve 12% more sales. Wow, that's another nice
increase.
You get the picture. Testing, quantification, and refinement
should be an integral part of your marketing management to optimize
the results you're getting in all aspects of your marketing program.
Granted David Ogilvy's example is exceptional. But the figures
used above are extremely conservative. But with these conservative
figures, let's check our score card and see how you've done by
adding testing to your marketing management.
Phones
Advertisements
Presentation
Attire
Total |
10%
50%
25%
12%
97% increase ! |
Testing is well worth the energy
to learn how to do it and do it on a regular basis. It's probably
THE best way to get more sales for fewer dollars!
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Jody Hornor
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By:
Jody Hornor
(800) 989-8112
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Testing:
The Process
1.
Quantify:
what you are currently
doing
2. Concept:
determine what new idea(s) or elements you wish to test
3. Measure:
the results of the new ideas/elements
4. Determine: which
process produced the most sales for the least dollars
5. Quantify: the
new approach against the old baseline, then incorporate the best
approach into your activities
6. Start: the
process again by selecting new tests to continue to perform on
that area, and by scheduling them to occur on a regular basis.
Other
associated articles on increasing sales:
Why
is it so hard to buy?
What do you say after you say hello?
What's in it for me?
Follow-up techniques make sales
soar
Would you like fries with that?
Suggested
Books:
To order from Amazon, click on the cover image.
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