This is a guest post from John Clements, a Direct Response / Lead Generation Marketing consultant.
www.ClementsMktgGroup.com

Now that you’ve set up your tracking system, let’s look at why and what you should track.
Testing is the “’life blood” of direct response marketing. Testing is critical for all DR Lead Generation customer acquisition channels. If you don’t test, how do you know which are your best offer(s)? Your best list? Or your best creative package?

If you continuously use the same images, the same offers in the same vehicles – consumers will eventually see you in the same light as the furniture store that’s been going out of business for the past 7 years. There will be no urgency to “act now” in your message. “Sally, we don’t have to call for

now, they’re always on sale. Let’s wait for….” As the same images, offers and vehicles lose their response percentage, we call that package fatigue. It’s just tired. Testing can give you a fresh, new lead generator.Testing determines which of the “Triangle Elements” (to be discussed in future articles) works best together, either overall or in a particular marketing channel. With proper testing techniques, you can increase leads and your customers which will give you more business! How does more leads for the same cost sound? Good? That’s exactly what you’ll get with a valid testing strategy. Your lead or acquisition cost decreases. Additionally, by finding out what element(s) doesn’t work as well, you can save money by eliminating that element for one that does work. Then you can reallocate or replace those same funds you just saved into “working” pieces which, again, will increase your business. (more…)

What does ordering a pizza and lead generation have in common? A lot! Pizza and lead generation? What’s going on?

Let’s take a step back and think about ordering a pizza with just 1 or 2 or 3 toppings on different sides. Yes, this will appeal to the actual people who are ordering the meal.

But what happens if some friends come over who have not been involved in the ordering of your pizza? What if they just don’t like pepperoni and are allergic to cheese? They don’t get to eat with you. In fact, they may go out and eat elsewhere.

Or what happens if that pepperoni half (or third) falls on the floor? You’ve lost a major portion of your dinner. Either some people are going to go hungry or you’re going to have to spend more money on dinner to feed everyone.

Please, follow the analogy through. The choice of lead generation marketing channels (like pizza toppings) probably has the same affect on your potential customers. Almost everyone will react more favorably to certain advertising media and totally ignore or dislike others for whatever reason(s). Just like some people like onions, peppers, and mushrooms and others hamburger, sausage, and pepperoni. (more…)