The RANT

Test, Test, Test, Test, Test, etc.

Bulletin from the powerful Altitude event in Los Angeles last week: Testing equals Big Bucks.

This shouldn’t be news, but it is for an alarming number of even veteran marketers. (I’ll certainly cop to being guilty of not testing anywhere near enough.)

The bottom line is that, at some point, you’ve got to step away from what you “believe” to be true about your market, your advertising, and your sales funnel… and test the critical parts of your pitch. Price, headline, bullets, voice, attitude, layout, guarantee, name capture, email follow-up, freebies, all of it.

The rewards of dedicated, focused and obsessive testing have never been made more obvious to me… than when, smack in the middle of the seminar, Eben asked the room how many people tested “regularly” on their Websites.

Bunch of folks raised their hands.

Then he asked how many tested EVERY DAY.

About half a dozen kept their hands up.

Then… and this is where it gets good… he asked each of the “every day testers” how much they were grossing.

Wow.

The low end take of that small group was over $12million/year. The mean average was over twenty million.

Moral: Testing rocks.

You will, of course, continue to do what you want to do. It’s your biz, after all.

However, you’ll never know how much moolah you’re leaving on the table until you test. And test often. And learn from your results.

Just a small tidbit from the vast mountain of stuff I learned (and re-learned) at the Altitude seminar. Eben really threw himself, and his entire organization, into making that event a shocking success… and you know you’ve done well when grizzled, cynical, “seen it all before” veterans like me give you an enthusiastic thumbs up.

Everyone I talked to — and the room was packed with movers and shakers — was ecstatic over the material presented and the opporunities offered.

Well done, Eben.

I’ll be synthisizing my notes over the next weeks, and sharing more soon.

My head is still buzzing from the overload of input…

Stay frosty,

John Carlton
www.marketingrebel.com

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9 comments
Business Marketing » Blog Archive » Test, Test, Test, Test, Test, etc. says October 16, 2007

[…] john-carlton wrote an interesting post today on Test, Test, Test, Test, Test, etc.Here’s a quick excerptMy head is still buzzing from the overload of input… Stay frosty,. John Carlton http://www.marketingrebel.com. Carlton, copywriting, entrepreneur, Internet, life lessons, marketing, salesmanship, small business marketing. Share This. […]

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Internet Marketing » Blog Archive » Test, Test, Test, Test, Test, etc. says October 16, 2007

[…] John Carltonâ??s Big Damn Blog wrote an interesting post today on Test, Test, Test, Test, Test, etc.Here’s a quick excerpt Bulletin from the powerful Altitude event in Los Angeles last week: Testing equals Big Bucks … , Internet, life lessons, marketing, salesmanship, small … is that, at some point, you’ve got to step away from what you “believe” to be true about your market, your advertising Posted in John Carlton’s Big Damn Blog ( 127 links from 95 sites) by theblog […]

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Email Marketing » Blog Archive » Test, Test, Test, Test, Test, etc. says October 16, 2007

[…] John Carltonâ??s Big Damn Blog wrote an interesting post today on Test, Test, Test, Test, Test, etc.Here’s a quick excerpt Bulletin from the powerful Altitude event in Los Angeles last week: Testing equals Big Bucks … , attitude, layout, guarantee, name capture, email follow-up, freebies, all of it. The rewards … , Internet, life lessons, marketing, salesmanship, small Posted in John Carlton’s Big Damn Blog ( 127 links from 95 sites) by theblog […]

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Alexis Kauffmann says October 17, 2007

The only obstacle that stands in the way of testing could well stand at the Himalaya: it’s Mount E-G-O!

Against all evidence, people will ignore (anda avoid) any information that contradicts their beliefs. Tests arise this risk, so people will run away from it as much as they can.

Which is not bad for those us who like testing as it prevents competition.

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Marketing - marketing_partners_2.jpg | best-hdmi.info says October 17, 2007

[…] learn to promote a site you already own. Sounds a bit like SiteBuilt It! but<sep/> John Carlton’s Big Damn Blog " Blog Archive " Test, Test, Test, Test, Test, etc. Descubra por que voc deveria testar todas as suas a es de marketing todos os dias. Tags:Share […]

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Joe says October 18, 2007

You have to ee this video clip —awwwsome!

We Write Ads or People Die!

http://www.youtube.com/watch?v=j50Xd40EfJg&NR=1

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Joe says October 18, 2007

Sorry, this IS the clip I wanted SHOW –FUNNY!

YOU CAN’T HANDLE A BIGGER LOGO!

http://www.youtube.com/watch?v=gYEf8XZKlUU

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Claude Johnson says October 23, 2007

John you are awesome! I appreciated your time, feedback, and encouragement so much that I wrote a blog post about it, using your own quote in the title:

"You’re A Fool If You Don’t Have A Blog By Tomorrow Night!"

Thanks again and I look forward to staying in touch!

Claude Johnson
President
Black Fives, Inc.

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Content Writing Services says July 11, 2011

True, and kind of humbling at the same time…no matter how much you know about copywriting and marketing, testing will always prove you either right or wrong.

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