Having participated in No Excuses 3, I wanted to share some of the things I've learned over the last few months. Clearly this stuff will be obvious to any long-time marketers, but to me it wasn't obvious and I'm guessing that others could benefit from it.
In one NE3-related post, I noted that SEO Mike had recommended this book, "Tested Advertising Methods" by John Caples, to a noob. So I ordered the book and have been reading it. The content is incredibly valuable to anyone interested in the science of advertising and how to really lift CTR and CR of campaigns.
Perhaps the most eye-opening concept in it to me is the chapter called "Finding the Right Appeal". It's based on the idea that a single product or service may have 5-10 different "appeals" or selling points, but there will be one that will motivate buyers above all the others, and it is necessary to test them all.
Example: Let's say you invented the iPod and had to figure out how to motivate buyers. Apple could appeal to people's enjoyment of music, their interest in the innovative technology that makes it possible, the portability, etc. But what they've clearly settled on is what I would call the "cache of cool" that Apple's sleek design has over its competitors. Their ads project a fluid hipness and style that has nothing to do with the iPod's software or audio qualities. Given Apple's current cultural status, this is a no-brainer.
For many offers, it's not so obvious what the winning appeal will be. The key, then, is to write ads and corresponding landing page headlines that correspond to each of them, and then see which one produces the best results.
Previously, I was writing my content from a general sales perspective, not being conscious of the need to break out these appeals and test them individually. The process is a good one and will help a newbie get a better idea of what they're actually selling. So now I write a list of appeals and plan my strategy / headlines beforehand. That way I can advance towards profitability in a more methodical way, instead of just blindly putting up two LPs with some sales BS and then split testing to see what happens...
In one NE3-related post, I noted that SEO Mike had recommended this book, "Tested Advertising Methods" by John Caples, to a noob. So I ordered the book and have been reading it. The content is incredibly valuable to anyone interested in the science of advertising and how to really lift CTR and CR of campaigns.
Perhaps the most eye-opening concept in it to me is the chapter called "Finding the Right Appeal". It's based on the idea that a single product or service may have 5-10 different "appeals" or selling points, but there will be one that will motivate buyers above all the others, and it is necessary to test them all.
Example: Let's say you invented the iPod and had to figure out how to motivate buyers. Apple could appeal to people's enjoyment of music, their interest in the innovative technology that makes it possible, the portability, etc. But what they've clearly settled on is what I would call the "cache of cool" that Apple's sleek design has over its competitors. Their ads project a fluid hipness and style that has nothing to do with the iPod's software or audio qualities. Given Apple's current cultural status, this is a no-brainer.
For many offers, it's not so obvious what the winning appeal will be. The key, then, is to write ads and corresponding landing page headlines that correspond to each of them, and then see which one produces the best results.
Previously, I was writing my content from a general sales perspective, not being conscious of the need to break out these appeals and test them individually. The process is a good one and will help a newbie get a better idea of what they're actually selling. So now I write a list of appeals and plan my strategy / headlines beforehand. That way I can advance towards profitability in a more methodical way, instead of just blindly putting up two LPs with some sales BS and then split testing to see what happens...
