When testing your sales process - what do you test first?
Posted 08-10-2008 at 10:18 PM by Melkor
Headline? Graphics? Product name? Closing? Benefits?
Nah. None of the above. According to the late, great Gary Halbert, the first thing you test is the offer. All the litte things in the copywriters' bag of tricks comes into play later; first you need a product offering that brings in sales.
Then you pick one benefit and sell the hell out of that one benefit in your sales letter; split tested against another benefit perhaps, but you don't go all over the map with what you're trying to sell people on, you hit them with one angle and hammer that one home.
All too frequently you see copy where people aren't doing what Gary told them to. Instead, you get kitchen sink offers like "This golf club will add yards to your drive, cure hooks and slices, get rid of plantar warts, let you set new records in the vertical leap and makes it easier for you to win at poker!"
Well, you get the idea, I'm sure. The lack of focus makes it hard to tell who the hell your market is and what you're offering them.
Think about it if your sales are slow - are you trying to sell golf clubs to poker players in your marketing?
Nah. None of the above. According to the late, great Gary Halbert, the first thing you test is the offer. All the litte things in the copywriters' bag of tricks comes into play later; first you need a product offering that brings in sales.
Then you pick one benefit and sell the hell out of that one benefit in your sales letter; split tested against another benefit perhaps, but you don't go all over the map with what you're trying to sell people on, you hit them with one angle and hammer that one home.
All too frequently you see copy where people aren't doing what Gary told them to. Instead, you get kitchen sink offers like "This golf club will add yards to your drive, cure hooks and slices, get rid of plantar warts, let you set new records in the vertical leap and makes it easier for you to win at poker!"
Well, you get the idea, I'm sure. The lack of focus makes it hard to tell who the hell your market is and what you're offering them.
Think about it if your sales are slow - are you trying to sell golf clubs to poker players in your marketing?
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