Chapter 44
Love and Logic Equals GREAT Marketing
Every good marketer I know loves marketing. They read as much as they can about it. They understand the elements that make up a good marketing campaign and are thinking of ways to make each campaign better.
However, every great marketer I know not only loves marketing but also understands that marketing is a methodical process. That the science behind marketing is more important than creative-driven marketing.
And the greatest marketers of all are those who love marketing, use logic to track and read results, and understand the value of testing and live it every day.
Know Your ABTs
If you ask any great marketer the number one rule of marketing they will say, “Always be testing!”
It saddens me when I meet young marketers and they dismiss testing with a wave of the hand. They assume a single panel campaign they send to their prospects is the best way to go.
If you don't test, your business will not grow. Thinks about it: How can you possibly improve on your results if you do not go through the testing process—you can't.
Because this is one of the only ways to discover what your prospects want, let's start at the beginning.
What Is Testing?
In direct response marketing, testing is the process of two or more variations of a single variable offered to prospects simultaneously and coming to some conclusion based on responses.
Testing is a great way to tap into new audiences, explore a new market or niche, compare response ...
