Why Testing Makes A Few Leaders Rich

Why Testing Makes A Few Leaders Rich by Art Jonak The trouble with self-made men is that they worship their "creator." We don't have the power or the intuition to accurately predict the market's response to our offers. Those who can predict the future normally pursue other professions such as horse betting and fortune-telling. They don't pursue direct marketing careers (the marketing part of network marketing.) Then how should I do my next mailing or email campaign? It is presumptuous to mail an entire rented mailing list your offer. Or to ask your leaders to use an email letter you just wrote. Or ask you team to create fliers and drop cards with a headline you just created. You can't accurately read prospects' minds. You don't know which offer will appeal most to the majority of the people reading it. You should test different offers with different parts of your mailing list. You should test your email letters. Test your fliers, drop cards and websites before asking your team to use them. Why? Because you view offers differently from your prospects. First, you are biased. You love the offer you designed for your product or service. You stay awake at nights pondering new features. You know every possible use and benefit of your product or service. Unfortunately, your prospect doesn't see what you see. He sees a piece of junk mail or spam. You can't relate to his viewpoint. You're too intimately involved. Second, your offer may reflect what you want, not what your prospect wants. Your offer may feature a product you want to sell, not a product your prospect wants to buy. Your offer reflects the discounts and headlines you want, not what the customer wants. Third, you see life differently. You see building a network marketing empire. Your prospect sees cable TV. You see money- saving features, your prospect sees Monday mornings as a funeral march. You see better health from your product, your prospect sees money leaving his pocket. With such opposite views, it is hard to predict the buying motivation of your prospect. So, you test. You test a portion of a rented mailing list. Maybe you'll mail two separate offers and see which offer pulls better. You'll try two different headlines. Some direct mail offers will have coupons printed on colored paper, some will have only an 800 toll-free number. You test, and you test, and you test. You don't assume, you measure. The only true indicator to prove the validity of your offer is by the response you receive from your purchasers. Then, once you've found your winning combination ask your team to use it. Only then would you roll out the big mailings and the advertising campaigns. And, while your proven campaigns are lining your pockets with money, continue to test. You test for even better combinations. You constantly test because your market constantly changes. That's why leaders make more money in everything they do. They have tested and they know: exactly what to say, exactly what to offer, and exactly who to approach. What about those presumptuous distributors who don't test -- well, they get what they deserve. In previous issues of this newsletter I've shown you tested and proven things to say and offer to your prospects. Tested ways to create pre-sold prospects. Put some tested principles to work to make: your opportunity meetings better, your pre-approaches more effective, and your headlines and opening statements sizzling. Just think . . . if you found one new phrase that literally attracted hot prospects to your opportunity, how much more income would you make? Until next issue, happy prospecting!