Selling 19-½ times more through testing

Hey friend,

Wanted to drop in here real quick and talk about the “secret” behind successful advertising.

And I say “secret” in quotes because really, there is no secret.

But if there was, the secret to success advertising would be testing.

Why do I say that?

We’ll let me provide you with a quote from one of the greatest advertising minds of all time (John Caples) in his book “Tested Advertising Methods”....

He goes on to say:

“I have seen one mail-order advertisement actually sell, not twice as much, not three times as much, but 19-½ times as much merchandise as another ad for the same product. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal.”

Yes, you read that correctly.

One ad selling 19-½ times as much as another ad - both selling the same exact product.

Why?

Testing different “appeals”, or different “angles” when it comes to the copy itself.

Question for you…

Are you setting up tests in your marketing?

Testing different headlines, offers, pricing, angles, etc.

If not, I would HIGHLY recommend you start doing that ASAP.

You may just find one ad outproducing another by 19-½ times =)

If not, maybe you’ll be able to settle for a 2x difference.

Either way, testing is the key.

By the way, I created a quick podcast going over this exact topic that you can check out here.

Hope this was helpful!

Talk soon,

-Colin