In his famous book, Secrets of Successful Direct Mail, Dick Benson states, “Any test idea a business honestly believes can economically increase response is worth testing.” And he’s absolutely right about this copywriting secret.
So, let’s break this proven advice down to bite size pieces that can help testing really pay off big for any business.
“Any test idea a business honestly believes …”
Too many good ideas get trashed before they are barely presented. Usually it’s because the company president hates it, or the marketing director doesn’t buy it, or someone’s wife thought it was weird, or for another reason.
But if someone has a test idea that they honestly believe will be successful … and can justify why … test it no matter what anyone thinks.
Think about it: How many tests were conducted where everyone thought it would be gangbusters, but it flopped? That’s why we TEST! We really DO NOT KNOW how our prospects and customers will react in many cases.
So, if we can’t predict a good idea before we test, what makes us think we can predict a bad idea in advance? You never know for sure until you test.
“… can economically …”
It’s incredible to see some of the direct mail packages that win various awards. And usually what a copywriting pro thinks is this, “Wow, is that impressive … and EXPENSIVE!”
It would be nice to send every prospect something like a gold-leaf box containing a personally autographed dvd and a 24” x 36” fold-out brochure on glossy stock … but that’s the fastest way out of business unless selling jumbo jets or something else very expensive.
Bottom line: no matter how excited anyone gets about possible test ideas, do the math first. A couple of times.
“… increase response …”
This snippet, I would respectfully preface with the word “SIGNIFICANTLY.”
For example, the boss may be right when he/she says that blue is better than green. But does anyone really think a SIGNIFICANT number of people will go from being a “prospect” to a “buying customer” simply by changing from blue to green?
This may sound silly, but lots of time, energy and money has been wasted on tests just as unlikely to make a difference that could impact the bottom line in a significant way.
Bottom line: if the idea is unlikely to have a significant impact, (say 20% to 25% or more) find something else to test that will.
“… is worth testing.”
If it meets all these criteria, make sure it gets tested! Never stop looking for things that can have a significant impact on the bottom line, and never stop testing them.
To that end, here are the top 5 test suggestions for copywriting that can economically and significantly increase response and profits.
1. Test the big things – list, headline, offer, formats and copy – to get big results.
This is self-explanatory. Don’t test little things that can only make small improvements until you’ve tested the big things.
2. Constantly test new headlines.
Thousands of tests have confirmed that changing nothing but a headline can increase response by up to 400% or more! These are numbers to get excited by! That’s the only reason you should need for constantly testing new headlines.
3. Constantly test for new mailing lists.
Almost nothing can impact your results more significantly than finding a great new mailing list. A mediocre package can work great to a great list, but even a killer package won’t work to a bad list.
Also, after finding a new winning copywriting package, go back and look for borderline lists from previous mailings with the old copy to retest the improved new copywriting.
For example, if the new copy beat the old copy by 30%, lists that fell short by 25% with the old copy might now work with the new copy.
4. Test new offers … or the existing offer presented in a different way.
Buy one, get one free? 50% off? Save 50%? They’re all the same, right? To us, maybe. But not to customers. Test different offers.
5. Test new copy and graphics for the outer envelope.
Envelope copywriting tests can be the most economical tests, yet can provide a significant boost to help keep a control “fresh.” Things to consider testing are envelope size, copy and overall graphic theme.
Consider these proven test ideas to give the promotion a boost:
1) Convert your regular envelope package to a "magalog," and vice-versa
2) Use action devices like stickers
3) Test a new headline
4) Try a "Club" approach -- maybe with a monthly shipment
5) Free trial offer
6) More/better customer testimonials
7) Totally new theme
8) Personalized letters/inserts
9) "Official" looking copy and graphics
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Mike Pavlish is a successful copywriter who has sold products and services for almost every type of business since 1978 and the author of a best-selling ebook. For information go to www.MegaProfitCopywriting.com
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