Marketing Two Birds with one stone: split test your sales letter

You can not beat the web for advertising low-cost and no-cost ... and yet there are thousands of individual entrepreneurs who have yet to create a sales page and start marketing their product in an aggressive information. Which brings us to the obvious question: Why make a product if you are not going to sell it?

One of the most fascinating and economic web is the ability to split-test your sales letter to the markets at almost no cost extra. You can do it yourself, and exploit the sales potential exponentially maintaining a clutch control the purse strings. Alternatively, we can grow out to a professional, and even for thousands less than it would take to create two new ads from scratch, ask for multiple versions of a sales letter rate of mass that you have hit the target markets for potential faster than your grandfather can not win at the county fair Whack-a-Mole game.

In the world of print advertising company, split testing is done with the versioning of the ads. Millions of companies to make versions of work in order to squeeze every drop of potential profit from their advertising campaigns for a fee. For versions is to make a single ad (which could be anything from a sales letter, catalogs, newsletters, print ads, etc.) and the creation of multiple versions of it that speak to a subset of the primary market.

One example: U.S. fashion retailers run versioned catalogs for segments of warm weather and cold market. The "Cold Zone" version of the piece could have coats and accessories, where the "Warm Zone" will replace the items with winter light clothing. The remaining elements "neutral" and the jist of advertising promotions remain the same. Thus, the catalog version would look * almost * identical to the original, with the exception of those elements to select and / or securities.

How important is it? Well .. why do you try to sell ski jackets for people in Florida, when you know you'd be much more likely to pay for a jacket? Laser-targeted to specific subgroups makes sense for any marketing and bring more revenue to businesses large and small.

For large companies, involves additional costs of the versions to exchange banda black by the printing company. The test is divided into the postseason is over and sales are analyzed. If the ads do not yield enough profit version to cover the additional cost of printing, then they drop the next year. That is, assuming the marketing people are "on the ball." ;)

What does this have to do with your web marketing? It 'clear that the version to work, or the most important companies in the world do not use it. Testing makes sense. And 'an essential part of your strategy for success and should be implemented where and when possible.

It is much less labor-intensive, and much more convenient to create an advertisement and then edit parts of it to satisfy the public, rather than start from scratch every time you want to deal with a subset of your market. The beauty of having a sales letter on the web is that you can easily create as many versions of the same copy as you'd like to appeal to multiple market segments.

For example, suppose you're marketing the handy-dandy "Chip Soap Recycling Machine" (I can not take credit for this idea - saw something similar on an infomercial back in the '80s). The Chip Soap recycling machine allows you to take those annoyingly small, the chips that collect slippery soap in the bathrooms and kitchen of your house, and mash them all together in a special soap-bar compactor to form a new, fresh bar of soap. As the creator, you think that this is an innovative product that will change the lives of millions and save the world a lot of money for the soap ... and you want planted to the right people / make a fortune beautiful.

Who do you think you would sell this thing? Consumers of course ... well, you write a sales letter that covers the myriad benefits of this miraculous soap maker, and it talks about a mother, because that is what is controlling the weekly shopping and you know she'd like to save money on soap, not to mention avoiding to deal with those annoying little flakes' soap.

But then you think, well, 'old might like this nifty gadget also because the elderly are often leaner and more likely to stick with the traditional bar soaps, which have grown up with. So now you take the same sales letter, replace the photo of Mom with some old guys, change some of the titles and some of the copy, and you have a variation on the theme of soap that you can launch a new audience and will not cost you a penny to make the change and potentially doubling the profits.

Split-testing works particularly well if you are facing about who you should be marketing for your ads. Why choose an audience above the other, when ad dollars (or not at all, if you write your copy), you can hit two birds with one stone marketing? Of course, if you're going to split-test your sales letter on the internet, you will have to shell out the way marketing and follow both paths. Take the letter you wrote to my mother, and market it through articles and press releases that occur at home and family web sites. Take the other sales letter and do the same, but for sites of high-level, however.

I hope that this lesson in a split-test sales letters has whet your appetite for web marketing and helped us understand that the only thing that prevents you from selling to a planet full of prospects is your lack of action. It is time to act and start selling. So let's get with the program marketing, get that sales letter written, and put the marketing materials for the test.

Dina Giolitto. .......