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Testing is not just a word we at Breiter Strom like to use as a word to imply that we think we know what we are doing. Testing is a way of life. By implementing solid testing strategies in every aspect of our business, our clients continue to achieve better and better results on a monthly basis, through a process only testing could produce.
Let me give you a perfect example of a very simple test, just so you get an extremely high level understanding.
Example: Let's say you have a newspaper ad that you like to run. You have been running it for about 4 months and you are happy with the results. One thing that Breiter Strom would recommend you do immediately is begin testing the 4 basic components of the ad. We are certain that you will be very happy with the results.
So, what are the 4 basic components? Simple! You have a headline, the body copy, the offer and the call to action. This is true of 99% of all advertising. Even if it is a simple 3 or 4 line classified ad.
Here is what you do. You would place your ad on a piece of paper. And next to it..literally side-by-side, you would write another ad...exactly the same. However, in this second ad, you would change one of the 4 components. So, let's say in this first "test" we are going to test the headline.
Let's say that your headline currently says something like this... "Give me 10 minutes of your time and I'll show you how you can save 10 years of mortgage interest". (Assuming that we are a Mortgage Broker and we would like to attract potential clients through the process of offering valuable information).
Now, next to that ad, we want to test a new headline. So, we come up with something like this... "Who else wants to save 10 years of Mortgage Interest with the purchase of their next home?"
Ok, so...here is what we do next. We run one ad for 2 weeks (it all depends on the number of responses that you are able to achieve within a specific time frame, but there is definitely a science to the numbers that you should test) and the next ad for the next 2 weeks. Here is one thing that we absolutely know for sure...one of the ads will do better than the next. This is a Fact!
And guess what, you have a winner. Now, you move on the next test. This time, you would put the two ads next to each other again...this time with the same headline on both ads (the headline that just won your last test) and you would now change the body copy. In this test, you would have a different message. Something that gets to the point of your offer, but does so in a different manner. You would then have the Offer and the Call to action the same on both ads. So, in this next test, the only thing that is different on the 2 ads is the body copy.
You would do the same thing in this test, run it for 2 weeks (for this example only. As it is important to use mathematical formulas to ensure that you receive enough response to ensure that you get 90% accuracy for your test results) and then the next ad for 2 weeks.
Guess what...you once again will have a winner.
So, after 2 months, you have run 2 tests, and you have a winning headline and a winning "body copy" for your ad. You have 2 more tests to run. The Offer and the Call to Action.
Over the next 2 months you will run the subsequent 2 tests, which will ultimately give you a winning AD!
Now, this was a very crude and quick example of a simple testing method that can achieve huge results for your company, regardless of the goods or services you provide.
To learn more about Testing and how Breiter Strom can implement a solid yet extremely affordable Testing Strategy for your company, simply click here.
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