your work has just begun. Now you should find out how high is high!Keep experimenting to come up with even better approaches that out pull your current control.Your control is the concept, approach, offer, or sales pitch which has consistently proven, through comparative testing, to be the best performer.Until you establish your control concepts, techniques, and approaches, you cant possibly maximize your marketing.Once you find control concepts or approaches, keep testing to see if you can improve on their performance, thereby replacing one control with a better one.Test your prices. Different prices often outperform one another on the same product by an enormous margin.$19 has outpulled $25 by 300%.$195 has outpulled $245 by huge margins.$295 has outpulled $195 on certain offers, which netted a cool $100 more per sale!Why does one price outpull another? I dont know. Probably for a lot of reasons: psychological image of value, perception of quality, etc. Every situation is unique, so I implore you to test several different prices. Youll be amazed at the difference in profit and total orders one price will produce over another.Testing applies not merely to prices, but to every aspect of marketing.If you run ads in newspapers or magazines, test different approaches, different headlines, different hot-button emphasis, different packages, different rationales, different pricing, and different bonuses on top of the basic offer.Test different directives to the reader or listener on how to respond and what action to take.Test positioning in the front, back, right, or left-hand side of the page. Test where your commercials run.Make specific offers and analyze the number of responses, traffic, prospects, and resulting sales for each specific ad. Then compute the cost-per-prospect, cost-per-sale, the average sale-per-prospect, average conversion-per-prospect, and the average-profit-per-sale against your control. This reveals the obvious...
