them.The only way to discover your prospects hot-buttons are to test and to test continually. You see, you cant predetermine what your marketplace wants, what the best price is, the best selling packaging, or the best approach.As a marketer, you have the obligation to find out from your market what it is that they want. The way to find out what they want is to test one marketing approach against another, one ad concept against another, one headline against another, one TV or radio commercial against another, one price against another, and the list goes on and on! Testing is an ongoing process. You should always be trying to out do your best results. Because you never know when results are at their best!The point is that you cannot guess what your market will buy. It is something to be discovered by testing one approach against another, and by carefully analyzing and tabulating the results. Once you do this, you will be amazed to find that one approach always substantially outpulls all the others by a tremendous margin.You must demand maximum return from every marketing dollar you spend. Testing is what tells you where to demand more. Remember, an ad costs you the same amount of space, production time, or air time whether it produces 10 prospects, 100 prospects or 1,000 prospects. It only makes sense that you should test different ad approaches to maximize your investment. You must not sleep at night until you know youre getting better results than last week.Testing takes persistence. It will pay-off big if you do it.As I mentioned earlier, marketing is NEVER an event, it is always a process. Keep this in mind when you consider selling something to your market.Mistake #8: You Have No Marketing Plan To Guide Your Business To Financial Success.On dozens of occasions I consult with businesses and discover the morbid fact that 90% are flying by the seat of their pants, with no direction for tomorrow, no idea how much theyre goin...
