11 Secrets to Direct Response Marketing - Secrets 7-9
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Secret #7: TEST, TEST, TEST!
The importance of this topic cannot be stressed enough. You must develop a mentality to always test everything you do, before rolling out in a big way. Testing is the most important way to be a smart survivor! Don't ever feel like something is a failure if it doesn't work. No matter what you do, you're not seeing failure or success.
You're just seeing results. Nothing more. Nothing less. Just results. If the results are bad, then you need to adjust what you're doing. If the results are good, then do more and bigger of the same thing! The bottom line is this: The only true measure of your idea is what the market tells you with real, live testing! All the conjecture in the world will not replace a well-designed test! And testing with emotional direct response marketing increases your success rate more than any other form of advertising!
Secret # 8: The One Question That Your Advertising And Marketing Must Instantly Answer, Or People Won't Respond!
Everyone is totally self-absorbed and selfish. All they care about is themselves, and maybe their family. How about you? Do you care about us, or what we think...or are you reading this because of what YOU thought you could get out of it? Of course, you're no different from us, or anyone else. All we care about is ourselves. It's just human nature.
So, when doing any marketing or advertising, there's one question that your prospects are going to ask, subconsciously, when they see your ads or whatever: "What's In It For Me?" This is a major point you have to understand. If the headlines and copy and reports and client newsletters you use answer this question, they will be moneymakers for you! If they talk about things that don't answer this question, they will not create responses!
Secret #9: The Most Important Emotion To Create If You Want People To Call You!
What is the single most important element that leads to responses? Do you know what this amazing Secret is? Well, do you? Curiosity! (Yes, we are all nosy as hell, whether you want to admit it or not!) Think about why news and publishing media use teasers as their headlines. Is it because they feel they are "professional" statements? No, we don't think so. We think that the reason they use them over and over and over is that they: Get responses like crazy! They know something that most advertisers and marketers have zero clue about. They know, if someone is curious, the person will be compelled to take some action in an attempt to satisfy their lust for nosiness.
Next: Secrets 10 and 11 >>
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