Your Marketing Message - Could You Wring More CASH Out Of It With This Ancient Japanese Discipline?

When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science.

Let me ask you something. Do you practice Kaizen?

Kai what?

Kaizen is a Japanese word meaning gradual and orderly, continuous improvement. Sound like you?

Or do you just wake up one morning & decide that you need to re do your site?

Do you keep a diary?

Not the Anne Frank kind, a chronological record of the results revealed by your ongoing marketing experience. Documentation of exactly what happened last time you changed the copy on your web site, ad campaign, or sales letter.

If you're like most, you don't bother to go to this trouble, & you don't practice Kaizen.

Now I don't expect you to take my word for it that seemingly trivial changes to your marketing message could have a DRAMATIC impact on your results. I know better than that, see.

But here's a simple three-step method that you can try out for the next six weeks to prove it, for yourself.

There's nothing more fascinating than watching human nature in action, & you'll be amazed at the improvements you can make in your profitability in just a short period of time!

A Simple Three Step "How To"

Follow this roadmap to easily & clearly document your experience with minimum hassle.

Go ahead & try it. It's not rocket science.

Step 1 ? Take a web page that you're running right now, & decide what you would like to see it do better than it does. Would you like to improve the conversion rate? Are average dollars per visitor your thing? Maybe you need to drive cost out of generating opt-ins, or referrals?

Make a copy of it

Now think about the flow of the page & what might be discouraging people from taking the desired action. Sometimes it's the words you've used. Sometimes it's the order of the words, or the phrasing of the words. It could be the headline, or the opening paragraph, take your best guess.

As a rule of thumb, changes to the headline & the opening paragraphs, or around the "calls to action" will have more impact than changes elsewhere on the page. But sometimes even subtle changes like indenting the paragraphs, moving images from right to left or left to right can have surprising effects.

Make just one change on your copied page, and republish.

Now, create a folder on your hard drive with today's date included in the file name, and save both of your pages as HTML files in it.

Step 2 ? Advertise your pages with a redirect link that splits the traffic evenly between the two pages. This is known as "split testing". There are a number of products out there that you can use to do this.

Step 3 ? The page that records the most conversions, is your "control". You will want to reserve this judgment until you have seen it make at least 30 conversions for statistical validity.

Once you have your control, go back to your folder, & rename it by adding the current date to create a date range. So for example, your file name will change from "split test 1 May 25 04", to "split test 1 May 25 04 ? Jun 25 04".

Now, carefully summarize the metrics that you have recorded in a note pad, & save it in the folder with the HTML files. Be careful to provide enough text explanation as necessary to ensure that you will be clear on the meaning of the results when you revisit them at a later date.

Also, be sure to document the traffic source. Different sources of traffic can have a remarkable impact on results, but that's a whole other topic of discussion.

You are now ready to repeat the process.

Copy your "control" & make another change, thereby creating a new "challenger", and so on.

To your success, & until next time, Good Selling!

Japanese Proverb

"If a man has not been seen for three days, his friends should take a good look at him to see what changes have befallen him"

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier.

Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters!

http://www.Advertising-Online -Strategies.com/ad-strategies.html



The Battle of Positioning -- Altruism or Paranoia?

Competition in the past has embodied such beliefs of "kill... Read More

How to Critique Your Own Yellow Page Ad

Forget what you know about your business Your goal is... Read More

Knock, knock. Whos There? Your Target Market, Are You Listening?

Have you ever had a conversation with a person who... Read More

Attract Your Dream Customer

Have you clearly defined your target audience? These are the... Read More

Break Even On Your Next Direct Mail Campaign...And Still Generate Huge Profits

With direct mail, you can break even and still claim... Read More

Private Practice Marketing: 3 More Secrets I Wish I Knew When I First Started Out

Secret #4 - Get very comfortable asking for paymentOne of... Read More

The Truth About The Fallacy Of 7

Ted Nicholas is a marketer with a proven track record.... Read More

Why You Buy, Part Two

More of the findings of the recent studies in behavioral... Read More

Postcard Mania

Will postcards be an advantage for you?The latest craze these... Read More

Free Marketing Tips

Dumb Excuse #1"I'm not sure I want to invest any... Read More

Marketing is More Than Advertising

Marketing is a business process about which much is written,... Read More

Beware: Marketing Sinkholes Ahead!

Life provides your business with enough opportunities for failure. Don't... Read More

How To Get To The Top of The Marketing Food Chain

Are you tired of living off handouts from big-name marketers,... Read More

Ten Breakthrough Marketing Ideas

Ten Breakthrough Marketing Ideas1. Create a directory of web sites... Read More

How Can I Get Name Recognition?

Some of the ways in which to get your "name... Read More

Natural Marketing for Full Business Success

Is your mind muddy on marketing? Do you wake up... Read More

How to Conduct a Successful Fax Marketing Campaign

1. Focus your fax marketing on one objectiveFax is a... Read More

Roping In Loyal Customers While Making An Extra Profit!

You've probably bought a book or two at one of... Read More

The 3 Unknown Steps of Marketing Success

To be your own marketing expert you first need to... Read More

Two of the Biggest Hurdles

As I was preparing for a presentation recently, I was... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very... Read More

Good Marketing is Like a Bad Habit

You know those bad habits we get. Like raiding the... Read More

Logo Facts

What makes one logo better than another?Simplicity.A good logo works... Read More

Youre Halfway There!...Or Not Part 1

The year is almost over and the last half of... Read More

Professional Marketing

Have you looked for marketing advice on the internet recently?... Read More

If you'd like to keep up-to-date,
please complete the form below and we'll put you on the mailing list
to receive our twice-yearly newsletter for supporters

* Your email address:
* choes your language: