Wednesday, November 17, 2010

Marketing Test: Would You Do It Again?

One test of any marketing is this: Would you do it again?

Was it profitable enough to merit repeating? If not, you have two options:

1) change it
2) stop doing it

I got that idea walking through the Minneapolis-St. Paul Airport, where there's almost always someone playing piano or harp, selling their CDs.

I realized two things:

1) I have never seen anyone buy a CD from an airport musician

2) I have never seen the same musician twice

Caveat: This observation is NOT scientific. Maybe I'm somehow blind to a revolution in airport marketing that's rocking the music world.

Still, it makes you wonder: Could these musicians be spending their marketing dollars better elsewhere?

Bottom line: Be on the lookout for marketing that repeats. Because, if you see something more than once, it's probably profitable.

Examples of marketing to watch for and learn from:

* any sales letter you get more than once
* any infomercial you see on TV for more than 30 days
* any direct-response ad that runs in Parade Magazine or other major periodical for more than 30 days (by direct-response, I mean the ad asks for the order and gives you a phone number to call or web site to visit)

If you see marketing that repeats, study it. Then emulate it in your business.

Meanwhile ... if you want to put an end to "feast-or-famine" syndrome in your business, my free Client Cloning Kit can help you. Grab your copy here, while they last

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