Marketing Direct

Tested Concepts In Lead Generation

Spend Less... Test More!

Do you want to launch new products?  Reach new markets?  Build steady streams of qualified leads for your sales force?  No matter what kind of marketing you use — direct mail... telemarketing... print ads... radio or TV— the same cardinal rule applies: test everything on a small scale before spending money on a big scale.

• Start with small tests.  Use them as launching pads 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.  Using this low-cost method you can test market any product or service for under $500.
  
  
• Before expanding your schedule, track and measure results.  Is your ad profitable?  Is it generating sufficient leads?  Are these leads turning into orders?  Evaluate your test by using the following guidelines.
  
  
  •    Cost Per Order
    
    
  •    Cost Per Inquiry
    
    
  •    Conversion Ratio
    
    
  •    Average Order
    
    

Once you know these facts you'll know if it pays to repeat your test ad.

Where To Test

Avoid publications with big circulations.  Also avoid publications which are not audited.  Why gamble your entire testing procedure on circulations you question?  Misleading information from your test is far worse than no information.  If in doubt about the publication's circulation, don't use it.

Look for bargains!

Certain ad categories are discounted.  Publishers, book sellers and software companies often get big discounts for their ads.  If you're selling even a single book, ask to get the same discount.

Boost your response.  Run your ad on a right-hand page.  Right-hand pages outpull left-hand pages.

Also, you'll get more inquiries if your ad runs in the early pages of the publication.  The farther back your ad, the greater your disadvantage.

It is this kind of attention to details that will help you produce winning ads.  Remember direct marketing is scientific marketing.  Only by constant and careful monitoring of all the details will you boost your sales... while lowering your ad cost.