I recently spoke to a business owner who spent $1,700 on a single colour newspaper advertisement – and didn’t get one call! Ouch, big $$$ wasted there.
Want to know the most important word in marketing and advertising?
For some reason, many business owners dive in with one new, large advertisement WITHOUT testing first in cheaper media or with smaller advertisements.
It doesn’t matter if you’re a business marketing expert like yours truly, I constantly test using the lowest cost way first. If I see a good response, then I look at gradually scaling up.
So the moral is – don’t expect your new advertisement to hit a home run on its first showing, test first!