MARKETING: Pick the winning headline and watch your business soar

Dec. 30, 2003

Kamron Karington is a marketing specialist and former owner of two pizzerias. He is the author of "The Black Book: Your Guide to Creating Staggering Profits In Your Pizza Business."

Remember when you were in school and the teacher would give you a test? You hated them. But, when you think back on it you realize—tests were to see how good you were. Were you doing your best? Did you get A's? (Don't even ask me about my grades).

And while we're on the subject—do you remember those nasty math tests? Do you remember the term "exponent?" In case you forgot, it means, "characterized by rapid increases."

What it really means is that a small change in one number produces a massive change in another number. This is good for you because what's going to happen is—you're going to make some small improvements to your ads, and those improvements are going to spit out more money than you're used to seeing.

Ring the bell because it's your turn to crank out the tests. Only this time—you get paid enormous

Kamron Karington

amounts of money—because you are testing yourself.

And the payoff - is huge

Speaking of tests—I'm gonna —give you one right now. Here are two headlines from an old ad. Can you pick the winner?

Thousands Now Compete Successfully Who Never Thought They Could

How To Get In Shape To Compete Successfully

Which headline do you think pulled the better response? I'll tell you in a minute, which one is the winner. In the meantime I want you to ponder something ...

If I told you that a simple improvement in the response to your ads could mean the difference between making $1,000 or $17,000, would you call the funny farm to come get me?

I hope not, because that is exactly how much better the first headline pulled. It beat the other by 1,700 percent. Yep. If the first headline pulled $17,000. The second one only pulled $1,000. But how do they know this?

Because they tested each one.

Nothing else in the ad changed. They both ran in the same magazine (in an A/B split). That means half the magazines carried one ad, half the other. But one clearly beat the other like a fresh horse pitted against an old nag.

So, what do you think? Pretty impressive, right? And, it brings us right back to that "exponential" thing. A small change (five words were replaced by seven others) produced a massive profit windfall.

Why is that? Who knows? But, while most business owners sit around and think really, really hard—until they come up with a "brilliant" idea or marketing scheme—and then plow their whole marketing budget into it and cross their fingers, others simply test and ask the marketplace, "What exactly it is that you want?" Because you know what?

The marketplace will never lie to you.

That's right. Customers will always respond to what they want. The offers they like. The prices they're willing to pay. The headlines that catch their attention.

Testing your offers, prices, headlines and product in the marketplace will produce that phenomenon that Einstein called "the most diabolical thing the human mind has ever conceived"—exponential growth. And the really nice thing is—it's your bank account that's benefiting.

But, should you be really brave and have the audacity to "tell" the marketplace what products you will sell. The prices you will charge. The offers you will give them. Well, I hope you're a teacher's pet and you've got a shiny apple in your pocket. But I'm betting--you flunk.

Test your ...

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Test small, then roll out the winners. The numbers will always hold. If you mail 1,000 ads and get 50 responses, 10,000 ads will pull 500 responses.

None of your competitors knowingly does this—or tracks their outcome. But when you do it, you will see shocking results. Like maybe one offer you never tried before—will out-pull anything you've ever done by 1,700 percent. If so, give yourself an "A" and pop a dunce cap on your competitors.

More advice from Kamron Karington ...

* MARKETING: Money spent on star employees is a great marketing investment
* MARKETING: Enough with pizza chain 'slickness,' flaunt your 'mom-and-popness'
* MARKETING: Nothing in the pizza business generates real cash like marketing
* MARKETING: Before you open, know your USP
* MARKETING: 'Lazy' customers will turn 'a 180' on the 30/60/90 plan
* MARKETING: How to make your advertising 2,400% more profitable
* MARKETING: Upselling is both an art and a mind game

Topics: Marketing

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