Why testing is vital to keep a package alive

I must confess…it’s very easy to get “comfortable” when I write a winning promotion.

It’s easy to rest on your laurels—and let the package mail and mail, sometimes for years.

But I was recently reminded of an important lesson when it comes to successful direct marketing: 

You must always remember to TEST to keep a package alive and to boost response.

Case in point are two mailings that have been successful. 

The first is for a unique supplement that helps alleviate urinary incontinence and bladder control

problems.

The old control used a headline format that had worked well for the client.  I call it the “Never worry” headline.  In this case the client was using, 
“Never Worry About Urinary Incontinence Again…Guaranteed!”

This teaser copy was tested against a new headline I wrote, 
“Three biggest lies about urinary incontinence…exposed!”

The new package, which also included slight changes in the letter headline and lead-in and the

newsletter headline and lead in, beat the old control by 29%.

The second example is for a men’s prostate formula.

The old control used a headline the client wrote, 
“For Men Who Want Better Holding Power.  
Cash in on a Guaranteed Natural Solution.”

This teaser copy was tested against a new headline I wrote, 
“Startling new prostate warning from The Mayo Clinic for every man over 40…”

The new package, which also included slight changes in the letter headline and lead-in and the newsletter headline, walloped the only control by an eye-opening 64%!

These two examples once again prove that testing can often keep a package alive…kick-start

response…and bring in tens of thousands more dollars on each mailing.

No wonder advertising great David Olgilvy wrote, “The more you test, the more profitable your direct

mail will be.”

And direct marketing legend Claude Hopkins added, “Almost any question can be answered cheaply,

quickly and finally by a test campaign”…and “Let thousands decide what millions will do.”

Test, test, then test again.  Your pocketbook will thank you.