A classic problem that every business will face.
You slave away – hours and hours of blood sweat and tears put
into your marketing campaign.
The big day comes… and a good old WHACK upside the head! It just
isn’t doing what it supposed to do.
I ran into this recently with a client of mine. A very unique
product that helps you lose weight while you sleep – not with
magic pills – or fad diets – or slaughterhouse exercise
routines… but with something much more subtle… and long lasting.
Right from the start, I knew the challenges are:
1) Major competition. Some of the biggest players out there sell
into this billion dollar marketplace. They have budgets up the
yazoo. They have entire departments focused in on each
advertising campaign.
2) Skepticism. For good reason. With all the diet books –
plans – foods – fads and pills out there – everyone has the
magic cure… or so they say. People who are concerned with their
weight have probably tried some of these plans – a select group
has tried most of them. Chances are with dismal results.
3) Believability of the ability to lose weight while you sleep.
It is the perfect diet plan right? But it sounds too good to be
true.
With that in mind we went about some smaller tests with the
campaign I wrote. It did ok – nothing stellar – but a 3% order
rate is not too bad… could be better though.
So we try some new approaches – and this goes up a little.
And we test more new ideas… and it goes up again.
We are still trying new ideas to help people see that this IS
the real deal and does work. It worked for me – and it has
worked for many others.
The key though for you to take away…
…never give up trying to improve results!
We changed and tested:
- believability – using more industry statistics – proof that it
delivers – more testimonials
- order options – we tested pricing – payment options – and
bonuses
- use of video and audio to improve the personal feel to it
Each one of these played into the believability. And will for
you too.
Always remember though… there are 3 factors you need to consider
in your marketing success.
1) the message – which is the copy and the way you describe what
is being offered (responsible for approximately 25% of the
success of your campaign)
2) the media – how you get the message out to your market.
Emails, print letters, postcards, teleseminars, print
advertisements, banner ads – or a combination of them all.
(responsible for approximately 25% of the success of your
campaign)
3) the market – the group of people you know are your best
buyers. Being that this is responsible for 50% of the success –
it is THE most important factor to consider (although you must
also pay very close attention to the other 2). You must know
who they are – where they live – what they love – what they fear
– what they read – and every little nuance that makes them who
they are. This BY FAR is the most neglected of the 3.
When you have all 3 in perfect order – your success is much more
likely. Miss one of them – and you could have a failure on your
hands.
Test multiple approaches – know the 3 success factors inside and
out – and find the optimal combination that gets the right
message out, using the correct media, to the right market. Then
you have a winner.
If you are interested in seeing more about the Sleep Slim
solution – have a look here. Let me know your thoughts. Troy
Comments