Thousands of dollars are wasted on promotions that don't work.
By comparing variables in every ad, letter, sales pitch and promotional offer, you could increase the efficiency of your marketing dollar, increase your profitability and reduce advertising costs. 
Test Everything
- Headlines
- Copy
- Offers
- Guarantees
- PS's
- Advertising vehicles
- Position in publications
- Price
- Trial periods
Some Specifics
Insurance company:
"What Would Become Of Your Wife If Something Happened To You?
and
"Retirement Income Plan"
The second pulled 500 percent more than the first.
"Auto Insurance At Lower Rates If You're A Careful Driver"
and
"How To Turn Your Careful Driving Into Money"
The first was 1200 percent better.
General Electric ran two ads, both with the same copy and headline, but changed the picture in the ad. In one, they used a smiling baby. In the second, a woman was putting a GE bulb into a lamp.
The ad demonstrating actual use of the product performed 300 percent better.
Keyed Response - The Key to Testing
You have to know where your prospect heard about your offer. Either have them send in a coupon, fax back, call and ask for a particular department (fictitious), extension number etc.
Test Small
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