This post is part of the 📖 The Undefeated Marketing System series.
Today, I am reading the Step 4: Test Your Data-Backed Messaging to Prove What Will Work chapter of the book The Undefeated Marketing System written by Phillip Stutts.
What if the key to future success lies in a simple and secret marketing approach that presidents use to get elected and startup companies to become billion-dollar unicorns? What if you could use this approach to convert customers in half the time, eliminate your financial risk, and secure huge profits?
In The Undefeated Marketing System, bestselling author Phillip Stutts shows you how his groundbreaking five-step marketing formula used by winning presidents and successful companies will also grow your business.
If you’re a small business owner, entrepreneur, executive, or marketing professional determined to beat the competition in any economic environment, and this is your next must-read book.
Yesterday, I finished reading Step 3: Create Your Data-Backed Messaging and Creative Brand (or Rebrand) chapter from The Undefeated Marketing System book.
Step 4: Test Your Data-Backed Messaging to Prove What Will Work
Here’s the real beauty of the 5-step Undefeated Marketing System: each step gives you a chance to reduce your risk before you pour all your marketing dollars into an expensive ad campaign.
One of the most important steps for reducing your risk is Step 4, the testing phase. Before you launch, you have to test minor variations of creativity and message to see what’s going to click with customers.
That way, when you move on to Step 5 (launch), you’ll have an almost foolproof shot at marketing success.
If a potential customer clicks on a banner ad, that means your message and your creativity has resonated with them. And once you know what hooks your customers and clients, you can confidently move forward knowing that your ads will work on a larger scale.
Why Testing Matters
For now, here’s what you need to know: once a potential customer clicks on an ad, you can move them into a retargeting pool and keep sending ads their way.
That’s why, when you look at a pair of shoes on Amazon, the picture of the ad follows you around and keeps popping up on every website you visit.
I can’t overstate how important that testing phase was to get our clients the results they wanted. Here’s why.
Our client knew those banner ads weren’t an effective way to convert business. Rarely is there a “sale” there? But they still trusted us that our cheap banner ads were an effective way to figure out what would work best at a low cost.
Come on, how often do you click on a banner ad to purchase a product or service? Be honest. Right. Never. (Or pretty close.)
So, if someone does click through on a still photo, banner ad, or motion graphic, that’s telling you something important. That tells you that your ad is working.
If marketing is a battle for a customer’s attention, think of testing as the advance guard of soldiers that show up beforehand to assess the situation.
Those tests lead the way and make preparations so when the full army shows up, they’ll be 100% ready to conquer.
That’s it for today. Tomorrow, we will read a new chapter, chapter 5, Step 4: Test Your Data-Backed Messaging to Prove What Will Work.
Customers rarely buy something the first time they see it. They need to have your brand or product’s name drilled into their head before it registers.
Testing isn’t about growing your bottom line. It’s about learning what will grow your bottom line.
- Testing is about getting an even better handle on your customer, client, creative, and message. It’s about reducing your risk as much as possible before you spend most of your marketing dollars.
Author(s): Phillip Stutts
Part 16 of 20 in the 📖 The Undefeated Marketing System book series.