Go on then, spill the beans – just how successful do you think it was?

1) It went very well. The campaign more than paid for itself, and I had responses flooding in.

2) It was not bad. I’m sure I had a number of responses that turned into business.

3) I’m not sure. There isn’t any significant increase in business, but that doesn’t mean it didn’t work.

Now, how would you like to know for sure?

If you don’t think it’s important to KNOW what’s working in your business, then you should.

It’s one on the traits of successful marketing – making sure every pound you spend brings in two times, three times, ten times, even more in return.

Gone are the days for most companies when they could rely on building reputation alone to bring in floods of new business. Yes, brand and reputation are still very important, but you need deep pockets if this is your chosen method of marketing.

If your marketing does not pay for itself you should stop it immediately.

So the question now is how do you know what’s working?

You simply play a game of “Beat The Control”

A “Control” is your best performing marketing piece. For this game you need to have a second version version which competes with the first.

You might choose to test a different headline, or a different offer, but you always compete head-to-head with the control until it is beaten – and you have a new control.

By doing this, measuring the response you get from each of the pieces – and by only testing one thing at a time – you can see what is working and getting the reaction, but you can also see what isn’t working and then stop doing it.

It isn’t difficult, it doesn’t even have to cost a lot of money, but it is crucial if you want to succeed with your marketing.

So get testing!

Now, onwards…

… to your success!

Jez