Following is another article from my favorite marketing
guru, Robert Middleton. This one addresses the hidden
secret of marketing: tweaking.
Have
a look at this article, which takes under 4 minutes to
read. Please pass along this ezine to other consultants
and vendors who work with nonprofits.
See
you next month.
Sincerely,
Rebecca L. Worters
Tweaking: The Hidden Marketing
Secret
by
Robert Middleton
Wonder why some people get better marketing results than
others? It's because they tweak.
One
rarely discussed marketing secret (except amongst rabid
direct marketers or online marketers), is the arcane art
of tweaking. Tweaking your marketing is literally the key
to getting more response to any marketing activity you
attempt.
Tweak
means to adjust or fine-tune.
And
this is exactly what people fail to do when it comes to
their marketing. In fact, most do the opposite: They
develop a web site and never change a pixel for years;
they settle on a marketing message and never try anything
new; or they give a speaking engagement and don't try
various "pitches" to get cards from participants.
The Science of Tweaking
Tweaking is what scientists do. They test something using
an experiment. They get a certain result. Then they
change a measurable variable and see what new result they
get. They keep at this until they get the desired result
(or not).
Good
marketers are like scientists, but they have more fun.
Instead of experimenting on rats, they experiment on
prospects. They try one marketing tactic at a time and
measure the result. Then they change a measurable
variable and see if the prospect responds differently.
Good
scientists, if they are persistent, get grants to keep
experimenting. Good marketers, if they are persistent,
attract more clients and often get rich.
Let's
look at a few marketing experiments you can tweak.
To continue
reading Robert's article,
click here.
This article is by Robert Middleton
of Action Plan Marketing. Robert's web site is a
comprehensive resource on marketing for Independent
Professionals. For free marketing resources and valuable
marketing tools,
click here.
