» Are You Leaving Marketing to Chance?

Today as I write this it is Friday 13th.

Seems a good day to talk about leaving things to chance, right?

What do I mean when I say “leaving marketing to chance”?

Let’s take a look at your process. When you put out a message to your customers or audience, what do you do?

• Do you have a system that you follow?
• Do you measure your response?
• How do you improve the process for next time?

This is what I mean by leaving things to chance. If you do not monitor, track, test, and analyze, then you are shooting from the hip.

That’s fine if you are doing things that way intentionally. If your “gut” has served you well, then fair play, who am I to tell you otherwise.

Face it though, if you do not know how successful a message has been, and you do not know why, then one day it could come back and bite you.

I test everything. Even when I can not use sophisticated tools, I still test as best as I can.

My list of 102 headline formulas is called “proven” for a reason. When I told people if they should use a popup email box or not, I had data to back up my arguments. Even my tweets are split tested to the best of my ability.

It’s not enough to get results, you have to know exactly the results, and work out why. Otherwise there is no system, no consistancy, and no improvement.

Is McDonalds the fast food power house it became because of their burger recipes? Probably not, we have all eaten better food. It is their systems that made them the success they are. Systems in production, management, marketing, even real estate.

You have to have a similar attitude in your marketing.

Do you know why your last campaign worked or didn’t work? Take a look, and learn, starting now