This Is Just A Test...

It's one thing to have a spectacular product or service. But it's something else entirely to position your thingamajig in just the right way. Therein lies the complete and utter madness that IS internet marketing.

And it's sad...

Because a lot of people get ridiculously attached to their copy, website and overall funnel - even if it doesn't convert. Has that happened to you? Have you thought to yourself, "Man, I spent so much time, money and energy to develop this campaign. It's just gotta work... dammit!"

Don't worry. Everyone's been there at some point in their marketing career, including the gurus you put on a pedestal. The thing is, when you have a gorgeous website up, great copy, quality traffic and you absolutely believe in your offer...

...it's impossible to NOT get attached to the fruits of your labor. I get it.

But for veteran IMers (who already have some hefty profits to fall back on,) a failed or just moderately successful campaign IS worth its weight in gold because of the DATA collected. For these critical thinkers, a stalled campaign is just a bump in the road. And that's what a struggling campaign is for you too - if you have the perspective to see things that way.

The thing is...

A lot of IMers, especially newbies, put a lot stock in their copy, website, video, AR, etc., because after coming out of pocket for all that stuff, they're tapped. If the campaign they plonked down for doesn't kill it, they failed. That's it. Close up the doors, put up your "Closed for business" sign and start telling everyone how hard this whole making-money-online thing is.

Or, or, or...

You can do what the top IMers do and analyze the data that you paid so much money to get. Sure, it could be your traffic sources. Or maybe you were just a little off about who your avatar is. Or perhaps your USP just didn't quite connect.

Again, what does your data tell you? What do your numbers look like? If you got some orders, ask for some customer feedback. You've gotta get to the root of where your funnel failed to connect.

As you know...

The biggest word in marketing is a four letter one: TEST!

You can have great frickin' copy (that you adore,) but if the USP is off, and you don't have the kind of testimonials that make up the difference, you're just gonna keep hitting your head against the wall.

Remember...

Your USP is how your entering the conversation happening in your prospect's mind. If the conversation you're having (or attempting to have) is interrupting what people are thinking, it's good night Irene. So step back. Try a different vantage point.

Hell, you can still use a lot of your copy. You just need to reframe it. Change the tonality a little bit. But make sure to test your changes. You've got to know what works. Make small adjustments to your USP.

Think about it like this:

If you take 10 supplements to heal your heart condition, how are you gonna know which one really worked? You won't. You have to try one supplement at a time and see how it affects the way you feel. Same with copy. You have to try one thing at a time and test it to see how it effects conversions.

This IM sh!t is only madness - when you don't understand and flow with the process. Stop looking at marketing as an event and I promise you'll find the magic.

Mark

P.S. Having great copy, a beautiful website, a slickly produced video and top-notch AR that doesn't quite connect with your avatar is like being with a gorgeous woman who sucks in the sack. You want it to be all fireworks, but it's just a big sigh at best. My point is: You're NOT going for perfection. You're ONLY striving for connection. That's where the fireworks come from...