This post is part of the 📖 The Undefeated Marketing System series.
Today, I am still 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 started reading Step 4: Test Your Data-Backed Messaging to Prove What Will Work chapter from The Undefeated Marketing System book.
Step 4: Test Your Data-Backed Messaging to Prove What Will Work
Are Your Ads Breaking Through the Clutter?
Testing helps you understand which ads will cut through the clutter.
“A wealth of information leads to a poverty of attention.” — Herbert Simon, Economist.
There’s too much competition for attention right now. So, before you spend boatloads of money on whatever advertising method you’ve been using for years, make sure you test various messages and platforms to ensure your highest ROI possible when you launch your marketing campaign.
The only way to know whether your messaging and ad placement will cut through the clutter—without breaking the bank, of course—is to test it with low-budget ads.
How Can You Create a Successful Test Campaign?
When you’re testing ads, you run a wide variety of ads.
You might test different products, different platforms, slightly different messaging, a positive ad and a negative ad, and so on.
When you do that, you’re not just testing things willy-nilly, hoping that 1 of those messages will work.
Based on the data, strategy, and branding, you already know that all of those ads will work. You just don’t know which combination of message, product, and platform will get the highest returns.
Testing isn’t about throwing everything into the marketplace and seeing what sticks. It’s about throwing the right data-backed messaging into the right data-backed marketplace and seeing which ad blows every other good ad out of the water.
There will almost always be a clear winner (or winners) when you test.
Testing is all about fine-tuning the message, audience, content, and platform to drive the best ROI. That’s where you should put all your energy before you spend big bucks. Don’t cut corners when the end is so near.
That’s it for today. Tomorrow, we will continue reading chapter 5, Step 4: Test Your Data-Backed Messaging to Prove What Will Work.
According to Compu-Mail, up to 90% of direct mail gets opened (compared to only 20% to 30% of emails).
In today’s day and age, you can’t run a one-size-fits-all strategy. There’s no way you’re going to run one ad and have it appeal to both 18-year-olds and 82-year-olds. Consumers just don’t work that way.
- Testing isn’t about throwing everything into the marketplace and seeing what sticks. It’s about seeing which ad blows every other good ad out of the water.
Author(s): Phillip Stutts
Part 17 of 20 in the 📖 The Undefeated Marketing System book series.