Test And Monitor all Sales And Marketing Strategies

March 13th, 2005 Posted in Business Monitoring and Reporting, General, Making Sale, Offline Marketing, Prospecting

Test And
Monitor Different Sales And
Marketing Strategies

Unless you monitor the results of your ads, letters, telephone sales and so on,
you’ve got Buckley’s chance of making serious money in your business. You
wouldn’t dream of keeping a salesperson who doesn’t sell or a secretary who
doesn’t know how to type, would you? No, of course you wouldn’t. So why
would you keep doing ads, letters and marketing strategies that don’t work and
waste your money? I’ll tell you why . . . because you probably don’t know that
they don’t work. Why? — because you can’t improve what you don’t measure!

And that’s not real clever, is it? So, here’s what I want you to do. Get
yourself a folder, the one with clear plastic pages in it. Everytime you do any
promotion (ad, letter, coupon, flyer etc), place a copy in this folder. You then
include a ‘promotion analysis sheet’, (which you will have to design with
headings and columns appropriate to each promotion).

Make sure you fill it all in for every promotion, no exceptions. Soon, and to
your absolute amazement, you’ll begin to see huge differences in results from
your different marketing efforts, and eventually you’ll end up with some great ads
that’ll make you money. You simply keep doing those, making them part of your
marketing plan and discarding the ones that don’t work.

It so happens that I have 3 or 4 folders like the one I just spoke about. When
I started to promote my new marketing manual I wrote a one page promotion that
sold like crazy. Over the next 8 months I kept “improving” it until it no longer
worked at all. When I woke up to the fact that all my improvements made it
worse and not better, I went back to my folder and looked at all the results – and
guess what? The very first version of that ad was the best, and it is the one we
still use today.

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