ugene Schwartz, author of 75% of your competition. Testing
Breakthrough Advertising, can help you surpass the other
said it best: "There are no 25%.
answers in direct mail except
test answers. You don't know And Now for the Good News:
whether something will work until
you test it. And you cannot Direct mail makes testing easy.
predict test results based on In fact, it's one of the easiest
past experience." marketing mediums to track and
measure. If you send 500
What he means is this. You can postcards out and get 25 phone
take something that has worked calls about that postcard, you've
for another real estate marketer, just measured a 5% ROI (if we
apply it to your own audience, could all be so lucky!).
and have it flop. Or it could be
a huge success. The only way to Advertise through radio or
know for sure is to try it and television, and your results are
test it. much harder to quantify.
Sure, there are "best practices" You don't have to be an analyst
you can start with, and you can or statistician to start a basic
learn a lot from the successes testing and measurement program
and failures of other marketers. for your direct mail. Here's an
But to get the best possible ROI example of how simple it might
on your real estate marketing be:
investment, there is no
substitute for testing. Step 1:
Think of it this way. Best Send a farming piece using
practices will put you ahead of buyer's (or seller's) guide as
primary offer. Use this piece for mailed, postcard one generated
a specific period of time -- seven responses in a two-month
let's say two months. period. But postcard two
generated 11 responses in the
Step 2: same period of time.
Track and record all responses Postcard two is the winner (or
that come from that card. When the "control"). And because you
you get an email or phone call only changed the headline, you
from a prospect, ask them how know specifically what led to the
they heard about you. If they increased response ... a stronger
say, "We received a postcard headline!
mentioning your buyer's guide,"
then chalk up a response to that Toss the weaker headline, keep
particular card. Stop counting at the stronger one, and repeat the
the two-month mark and write down process with a new "challenger."
the total number of responses.
Now continue this
Step 3: one-element-at-a-time method for
other parts of your mailer. Test
Next, adjust a single element of the layout, the wording, the
your mailer -- let's use the offer and the list. Pretty soon,
headline for this example. you'll have a combination of best
headline, best graphics, best
Step 4: layout ... best everything. Run
it until the wheels fall off!
Send your new mailer and track
the response over the same period "But how do I know which card
of time as you measured the somebody is responding to? Maybe
first. Example: Out of 200 pieces they've just held on to card
number one for a long time and effective approach to testing. I
are calling in response to it won't go into the weeds of
(instead of the current statistically valid samples,
version)." because it's beyond the scope of
this article. Just know that you
Easy. Just place a small code in have dozens of ways to track
the corner of each piece to allow responses. Where there's a will
for tracking. Example: Code 144 to test, there's a way to test.
equals postcard one. Code 155
equals postcard two. When a Use your imagination. Keep it
prospect calls in response to simple. And above all else, be
your postcard, I can practically consistent.
guarantee they have the postcard
in hand (or nearby). If you want to learn more about
testing (and about proven
Then you simply have to ask, "I advertising techniques in
hope you don't mind my asking, general), I recommend a book
but I like to track my postcards whose name says it all: Tested
to see which ones have been Advertising Methods, by John
delivered properly ... is there a Caples. To go the
number in the lower left corner free-information route, just type
of the card?" "how to test direct mail" into
any major search engine.
This is a basic but reasonably
About the Author:
Brandon Cornett has worked as a marketing manager for a direct mail company serving the real estate industry since 1986. He now dedicates his time to helping real estate professionals improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com
Source: www.isnare.com
