If It Ain't Broke - Leave It Alone!

One of the greatest errors I see both veteran soldier and newbie sellers alike do is switching up and changing selling political campaigns that still work.

The inquiry is why? If a selling political campaign is working and making money why not just go forth it alone?

I believe there are four good replies to that question:

1. BOREDOM. We sellers be given to acquire bored easily. Sometimes we prison guard around with perfectly good selling political campaigns simply because we're tired of them, and we're trying to interrupt up the sameness a small bit.

2. Challenge. I also believe we do it as a challenge to ourselves - to see if we can better what's working to make it work even better.

3. Monkey See, Monkey Do. We see other sellers changing their campaigns, so we make the same thing too (i.e., "Who Else" headlines.)

4. Bad Advice. Some expert suggested that we gut our full advertisement or salesletter.

Okay, alibi me while I cry at you for a moment...

IF IT AIN'T BROKE...LEAVE IT ALONE! DON"T EVER change something THATS WORKING, JUST FOR THE sake OF CHANGE!

Sorry for yelling. Iodine just wanted to make certain I got my point across.

You necessitate to maintain in mind, just because you're vomit and tired of looking at your advertisement or gross sales missive doesn't necessarily intend your prospects are, and they're the lone 1s who figure in this equation.

I desire to travel back to the aforesaid point number two, where I said:

"I also believe we do it as a challenge to ourselves - to see if we can better what's working to make it work even better."

That's perfectly acceptable, as long as you do it the right way. I'll touch on that in a moment.

In the meantime, retrieve these words:

A alteration is only a "good change," if it actually betters the situation. Otherwise it's just a alteration for the interest of change, and that tin be a fatal to your business.

Let me give you a few illustrations to exemplify what I'm talking about:

Legendary seller and copywriter Joe Karbo's celebrated Lazy Man's Manner to Wealth advertisement ran for old age in yellow journalisms and newspapers worldwide. Karbo never changed a word.

A company in Sunshine State ran an advertisement in the popular children's magazine, Highlights giving away a "free" salamander to each customer. They ran the same exact advertisement for over a decade.

The celebrated Dale Dale Carnegie ad, "How to Win Friends & Influence People" also ran in publications worldwide for old age without any changes.

But don't people acquire tired of seeing the same old advertisements over and over again? Not necessarily because your advertisement is constantly being exposed to new audiences. Prospects who have got never seen your advertisement before volition suddenly see it for the first.

In addition, while people may change, for the most part, their wants, necessitates and desires pretty much stay the same. That's why generally speaking, a political campaign that worked last calendar calendar month will work again adjacent month.

It's also of import to bear in head that not everyone is an urge buyer. Most prospects necessitate to see your advertisement respective modern times before they make up one's mind to take action.

That's why, if it ain't broke you should go forth it alone.

Does that average you shouldn't effort to prove your advertisement or gross sales missive to see if you can better it? Absolutely not. Just prove on A little scale.

Now I cognize that's a 360 grade bend from everything I've just told you, so allow me explain.

It's necessary to prove your advertisement or gross sales missive to do certain it's performing at it's optimum degree - kind of like changing the oil in your car, so to speak. But again, I desire to stress that you desire to prove on a little scale of measurement only. For example, alteration your newspaper newspaper newspaper newspaper headline and tally a split-test against your current headline.

If the consequences of the split-test show that the new headline out-performed the old headline, you cognize it's clock to change.

You should also prove your gap sentence or paragraph. If the consequences of the split-test show that the new gap out-performed the old opening, you cognize it's clock to change.

Following are twelve of import elements of your advertisement or gross sales missive that you should test:

1. Above-the-fold elements (this anything you see on your computing machine silver screen without scrolling down)

2. Pre-Headline

3. Headline

4. Sub-Headline

5. Opening sentence or paragraph

6. Hook

7. Testimonials

8. Price

9. Bonuses

10. Guarantee

11. Close

12. P.S.

In addition, you should also prove other elements as well including fonts, graphics, USP, mailing list, etc.

And I can't stress this point enough:

When testing, only prove 1 component at a time.

Don't prove multiple elements at the same time, and don't gut your full advertisement or gross sales letter, otherwise your consequences will be skewed.

In other words, you won't cognize which alterations worked and which 1s didn't.

Why is this so important?

Because testing one component at a clip lets you to insulate what works and what doesn't.

In closing, there's nearly always room for improvement in ALL copy. Just do certain you're not changing anything just for the interest of change.