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Test Your Direct Response Marketing Using two Steps

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Test Your Direct Response Marketing Using two Steps
By Abe Cherian
Copyright ? 2005

Of all the mistakes a small business owner can make,
possibly none will cost more than failing to test one
aspect against another. In order words, testing one price
against another. One headline against another. One ad
against another.

There is an "A-B" test. That's the common terminology for
testing your offer, headlines, pricing, ads, or services.
We create two different ads, an A and a B, two different
headlines, and two different mailings to determine which
obtains the greater response or sales or referrals.

The key to an A-B test is to set it up so you can quantify
and measure it properly and track those results with the
goal to zero in on the one or two choices that are
Preferable over the others.

Then you roll out a new untested product or marketing
strategy in this manner, and by mailing to a small test
area, say 500-1,000, you can save yourself in the event of
a failure untold thousands of dollars.

Most of the time you can conduct multiple A-B tests
simultaneously on the same product, ad, headline, price,
etc. before selecting the final strategy. I recommend if
your product or service is conducive to this type of
approach, in other words, creating a modest direct mail
campaign for conducting the A-B test to do it.

Direct mail is the method of choice because it can be put
together relatively quickly and inexpensively.

The prospects to whom you direct your mailing to in a
one-step approach will either respond or not respond with a
purchase or inquiry. No intermediate steps, calls or
visits. That way it involves a fairly standard set of steps
or procedures to take.

Your two other major goals should be in using A-B tests to
verify what people will actually buy and determine whether
you are able to reach these individuals with the marketing
campaign that you intend to launch so that they will buy
from you.

You must be able to think of the purpose of an A -B test as
a way to uncover the best and most profitable mix of
products, services, price incentives and guarantees that
will encourage your prospects to buy.

A word of caution: many organizations try to determine this
information by sending out surveys. Sometimes this works
and sometimes it doesn't. There are statistics that show
that people rate the Bible as the highest read book and the
National Inquirer as the least read. When you look at
purchase statistics, they show that more people read the
Inquirer in one week than all other books or pamphlets.

You don't necessarily want to determine. who will buy
things just by a survey. You want them to vote with their
dollars.

About the author:
Abe Cherian is the founder of Multiple Stream Media,
a company that helps online businesses find new
leads and more customers without spending a fortune.

Another short affiliate marketing program review
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Rocking Chair for Kids - Grandchild's Throne Rocker - RAB00036

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Never Say Never: Hits, Rarities & Gems

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Disney Fairytale Princesses Rings

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Customer Review: Every princess needs a ring!

These rings make great party favors for little princesses in the making. They coordinate nicely with all the other Disney Fairytale Princess party items, and are perfect for a "royal" celebration.

Logitech MX620 Cordless Laser Mouse

Logitech MX620 Cordless Laser Mouse
The Logitech MX 620 lets you fly through long documents at hyper speed with the nearly frictionless alloy scroll wheel. Shift to precise click-to-click scrolling when you want to navigate lists, slides and image collections. Laser tracking delivers smoother, more responsive cursor control than standard optical mice. 2.4 GHz digital technology provides an uninterrupted cordless connection. You won't be caught out by flat batteries with 1-year battery life and an indicator light to warn you when power is low. Advanced one-touch search button instantly displays results from search engine and forward/back buttons speed up web browsing.

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WEIGHT

The mouse is almost double the weight (almost 6oz) of its corded cousin (Logitech MX 400 at 3.5oz). As a full-time designer, this might pose some fatigue issues, but a wireless environment was a priority. The heavier weight actually helps me move the mouse slower and more accurately for very detailed work.

TRACKING

The response time and accuracy is much better than the BT mice I have tried (Mighty mouse, Logitech V470) and there isn't the occasional jittery jumps of a BT connection. The connection is instant - no lag. As with my last laser mouse, you have to be mindful of the slightest laser obstruction (pet hair, eyelash, lint) as this will cause the mouse to mis-track. Also, laser mice only work on solid, non-reflective surfaces (i.e. no glass desks).

BUTTONS/MAC SOFTWARE

The buttons and scroll wheel feel responsive and smooth, and the overall shape really contours to my hand. As of MARCH 2008, all the buttons, dynamics for tracking, speed, acceleration, etc. can be fully programmed using the latest Logitech software for Intel MAC OS 10.5.

BATTERIES

The battery level indicator is useful since it is not a rechargeable unit - which is good for me since it's one less cord to manage. I own a cradle full of rechargeable batteries for my various electronics.

Overall a great mouse.

Customer Review: liking it so far

just started using it a couple weeks ago. so far, it's been pretty good. i would like it if the mousewheel gave a little more resistance on each turn/click, whatever you call it.

Edge Marketing 302004 Screwdriver 10X2X2

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Broken down into 3 separate tales of terror.

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