Scientific Advertising Will Help Turn Gambles Into Profits
Copyright © 2000 Gauher Chaudhry, All Rights Reserved.
Advertising is one of the key factors to running a successful
business. Most people assume that advertising is a gamble.
Either a certain method will work or it won't.
People do not realize that by testing your advertising
campaigns, you can actually turn this gamble into a science!
When you learn the correct procedures to successful advertising,
you will be able to control the risks.
Testing is the key to success. I can hear all the moans and
groans from you folks, "I don't have time to test" or "it is too
hard and complicated."
By simply testing your advertisements, you could possible DOUBLE
or TRIPLE your profits overnight! Do you have time to do that?
Is that too hard and complicated for you?"
You need to track where the responses to your ads are coming
from. If you take out the same ad in two different magazines
and use the same URL or the same email address, how will you be
able to tell which ad produced the greater response?
The first magazine could have pulled 98% of the response that
you received, while the second magazine may have only pulled the
remaining 2%. How would you know this if you do not test?
When testing which places work best for your ads, you should use
unique email addresses and URLS. You can write your URL
like this:
http://www.freecoolcash.com/?ad1
It will still take the advertiser to the main site, but when you
check your server logs, you will be able to see how many hits
"ad1" actually received.
Testing will help you decide how best to allocate your money.
Learn which ad mediums work best for your product or service and
then spend your money in those mediums.
There are numerous things that you should test in your ad. The
first and most important thing to test in your ad is the
headline. Your headline will almost single-handedly decide
whether the potential customer will continue to read your ad and
ultimately purchase your product or service.
If you can test which headline works the best, you will be able
to get possibly thousands of more people to actually read the
entire advertisement.
Your headline should scream the benefits that your product or
service will provide the potential customer. For example, if
you are selling a foot massage machine, then tell your readers
the benefit in the headline:
"Discover How To Reduce Sore Feet With Our Revolutionary Foot
Massage Master!"
The headline is the key aspect of your entire ad. You should
spend countless hours trying to create and improve the headline.
If you do not get the potential customer's attention with your
headline, kiss the sale goodbye.
The second step is to test the body of your advertisement.
You should use the same headline, but with different bodies.
It will be just a matter of time before you discover what is the
most profitable content to use.
The third step is to test your price. All customers are price
sensitive and if you cannot convince them that your product or
service is not worth the price, you will not make the sale.
One of the biggest misconceptions is that advertisers believe
that the lower the price they offer, the more sales they will
receive. This cannot be further from the truth! If potential
customers perceive that the price of your product is a lot lower
than they had expected, they might think your product is of poor
quality or a scam.
One of the best resources on determining what the optimal price
for your product or service should be is Ken Evoy's book "Make
Your Price Sell."
http://myps.sitesell.com/coolcash.html
Other things that you should considers testing are your web site
layout, order processing, colour schemes, long copy vs. short
copy and many other items you feel could affect your ad.
Once you get the results back from your testing, you will get
you advertising right down to an exact science.
I highly recommend downloading Claude Hopkins' ebook "Scientific
Advertising" to help you fully understand this topic.
You can get it free from our web site by going to:
http://www.freecoolcash.com/ebook.html
Good luck and happy testing!
About the Author
Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe
for free by sending an email to subscribe@freecoolcash.com
with "sub-art" in the subject. You will receive a free copy of the
225+ page book "How To Start And Operate Your Own Profitable
Business At Home!" (reg. $20)