Market Testing Genius
George Clay
Throughout this blog you’ll hear about this book — SCIENTIFIC ADVERTISING — and the man who wrote it, Claude Hopkins. But for now, the core of the book and what it can do for you can be summed up in four words:
Spend less…Test More!
No matter what kind of marketing you use to get and keep customers — internet advertising or print ads, direct response marketing or magazine ads — the same cardinal rule applies: Make Your Market Testing On A Small Scale Before Spending Money On A Large Scale.
- Start with small tests. Use them as a launching pad for your product or service.
- Test one ad one time. Avoid the costly mistake of repeating your test ad. Save your money! Test your ad by running it one time — and one time only.
Before expanding your market testing, track and measure results. Is your ad profitable? Is it generating qualified leads? Are these leads turning into orders? Evaluate your test by using the following metrics.
- Cost Per Order
- Cost Per Inquiry
- Conversion Rate
- Average Order
Once you know these FACTS you’ll know if it pays to repeat your test.
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