Can You Really Become a Marketing
Marty Foley © 2003
Effective marketing is vitally important no matter what business you're in.
Consider what marketing expert Jay Abraham said about a vital key to marketing
success: "Anyone can become a virtual marketing genius equivalent by doing
one simple thing: testing."
In other words, learn how to test various elements of your marketing to find
which of them really work - and which don't - and you can learn how to market
Notice that Jay did not say that by testing anyone would BECOME a marketing
genius. He said "marketing genius EQUIVALENT." In other words, if you're
willing to do what most marketers don't do - test, and adjust accordingly
- the results can be the same.
Yes, by testing, you can generate the same results as a marketing genius,
without having to be one.
Despite the dramatic increases in response that can be gained through scientific
testing, most marketers and copywriters today still don't take advantage
of it. Still others either don't test enough, or don't test properly.
One reason many don't test is that by focusing on "institutional advertising,"
they don't have to be held accountable for the results (or more likely, the
lack of results) of their marketing.
Their view of an ad's success is, more often than not, whether it "looks
good," "makes people laugh," or "wins advertising awards." Not whether it
produces bottom line results.
On the other hand, virtually all true marketing experts preach about the
importance of testing your advertising and marketing. Yes, marketing "geniuses"
are usually very big on testing! Why?
Because even professional marketers often find it very hard - if not impossible
- to predict how prospects will react in a given marketing situation. So
even if you have some marketing savvy, testing can show you how to boost
response that much further.
You don't have to be able to write a perfect sales letter on the first draft,
or the second, or third. You don't have to instinctively know what the most
profitable price is for your new product or service. You don't have to guess
which of your potential headlines will pull the most response.
By scientific testing, the true value of all theories, opinions and educated
guesses are laid bare. If they truly contribute toward marketing success,
testing will prove it. If they don't, testing will prove that, too.
In short, you don't have to be a literal marketing genius to generate better
conversion rates from your online or offline marketing efforts. Nor should
you always listen to the marketing advice of others, which may be inaccurate
and unprofitable, although well-meaning.
Your prospects and customers can show you exactly which marketing approaches
are truly most profitable in the above areas, and many more, if you only
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