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Is Over confidence hurting your sales?

by ewenmack
13 replies
Just passing on split test results that I've just seen.

The a/b split test was to compare the difference between the 2 words, will and may.

As marketers we would naturally think having complete confidence in our offer
is good and right.

And in doing so would use the word will over may.

May sounds hesitant and not confident in your offer.

The word may has won on multiple large split tests...

by very large margins.

The thinking why this happened is that will crossed over onto the unbelievable side
when used.

When fishing we have to think like fish, not fishermen.

Nothing like an a/b split test to put your assumptions to the test.

Best,
Ewen
#confidence #hurting #sales
  • Profile picture of the author kenmichaels
    Originally Posted by ewenmack View Post

    Just passing on split test results that I've just seen.

    The a/b split test was to compare the difference between the 2 words, will and may.

    As marketers we would naturally think having complete confidence in our offer
    is good and right.

    And in doing so would use the word will over may.

    May sounds hesitant and not confident in your offer.

    The word may has won on multiple large split tests...

    by very large margins.

    The thinking why this happened is that will crossed over onto the unbelievable side
    when used.

    When fishing we have to think like fish, not fishermen.

    Nothing like an a/b split test to put your assumptions to the test.

    Best,
    Ewen
    Funny you mention this, i have argued and argued with my partner over the
    "will" and "may" words, he was for "will" i was for "may"

    eventually we did a 6 month split test with a $2,500 bet as the stake.
    I won
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    • Profile picture of the author ewenmack
      Originally Posted by kenmichaels View Post

      Funny you mention this, i have argued and argued with my partner over the
      "will" and "may" words, he was for "will" i was for "may"

      eventually we did a 6 month split test with a $2,500 bet as the stake.
      I won
      Thanks Ken.

      Running split tests saves a lot of arguments
      and over inflated egos.

      Results can be quite humbling at times though.

      Best,
      Ewen
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  • Profile picture of the author ownergolan
    Great info. were these replaced in a certain sales letter, follow up or.. ?

    Split testing is crucial and a viable tool these days no matter what.
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    • Profile picture of the author ewenmack
      Originally Posted by ownergolan View Post

      Great info. were these replaced in a certain sales letter, follow up or.. ?

      Split testing is crucial and a viable tool these days no matter what.
      They were direct mail going out to a cold list.

      Best,
      Ewen
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  • Profile picture of the author Kung Fu Backlinks
    Wow, this is a great share. I was about to ask if this would hold true for website copy. It seems so.

    Would you mind giving an example of an effective phrase you used?
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  • Profile picture of the author betterwtveter
    I totally agree. I believe I have changed my marketing techniques over a dozen time this past 6 months to a year due to finding other techniques that work better. Some techniques do not work, but that is why you split test them.
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    • Profile picture of the author mak25
      Ewan, you always seem to share the most useful and relevant information.

      I'm a big fan of yours, and always read whatever you post.

      Thanks again, my friend.


      Mike
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  • Profile picture of the author HostWind
    That was a great tip and interesting to think about. It leads me to believe that over confidence causes you to promise something that consumers don't believe. However, if you seem more sincere, I can understand how people would find your pitch more genuine. Thank you for the insight.
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    • Profile picture of the author ewenmack
      Originally Posted by HostWind View Post

      That was a great tip and interesting to think about. It leads me to believe that over confidence causes you to promise something that consumers don't believe. However, if you seem more sincere, I can understand how people would find your pitch more genuine. Thank you for the insight.
      The biggest opportunity is to use undeniable proof.

      That can't be manufactured, therefore combining a promise
      to a urgent problem and then making a water tight case as a
      criminal lawyer would, gets you the greatest odds of making
      the sale.

      Best,
      Ewen
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  • Profile picture of the author Claude Whitacre
    Originally Posted by ewenmack View Post

    And in doing so would use the word will over may.

    May sounds hesitant and not confident in your offer.

    The word may has won on multiple large split tests...

    by very large margins.

    The thinking why this happened is that will crossed over onto the unbelievable side
    when used.

    When fishing we have to think like fish, not fishermen.

    Nothing like an a/b split test to put your assumptions to the test.

    Best,
    Ewen
    Ewen; Very useful information. Thank you for posting it. I may give you a Thank you. :rolleyes:
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  • Profile picture of the author socialbacklink
    Good stuff as always. I've always taken the approach that as marketers the best thing we can do is "ask" our customers what they want. With testing you are basically having the customers tell you with cold hard cash exactly what they want to hear. If you aren't testing like this you are leaving tons of money on the table.

    When I look out there at niches and hear people talk about all of the competition I laugh. I'm running a campaign right now in the diet niche. Diet niche is known to be a high dollar niche. In the early tests 3-4 days into the campaign I'm getting thousands of clicks at .16 cents per click! On ADWORDS no less. It's all about testing. Test everything.

    Again, great stuff as always Ewen.
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    • Profile picture of the author ewenmack
      Originally Posted by socialbacklink View Post

      Good stuff as always. I've always taken the approach that as marketers the best thing we can do is "ask" our customers what they want. With testing you are basically having the customers tell you with cold hard cash exactly what they want to hear. If you aren't testing like this you are leaving tons of money on the table.

      When I look out there at niches and hear people talk about all of the competition I laugh. I'm running a campaign right now in the diet niche. Diet niche is known to be a high dollar niche. In the early tests 3-4 days into the campaign I'm getting thousands of clicks at .16 cents per click! On ADWORDS no less. It's all about testing. Test everything.

      Again, great stuff as always Ewen.
      To peek behind the curtain on how the heck
      Michael is getting those cheap clicks in Adwords,
      go check it out for about the price of a trip to Starbucks.
      You do that by clicking his signature link.

      I did and paid the price of admission...well worth it.

      Thanks Michael.

      Ewen
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      • Profile picture of the author socialbacklink
        Originally Posted by ewenmack View Post

        To peek behind the curtain on how the heck
        Michael is getting those cheap clicks in Adwords,
        go check it out for about the price of a trip to Starbucks.
        You do that by clicking his signature link.

        I did and paid the price of admission...well worth it.

        Thanks Michael.

        Ewen
        Thanks for the plug. I'll have to remember about the price of a trip to Starbucks. As always great stuff. Ewen is the man.
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