A business transaction is the largest social psychology experiment known to man!
The myriad of emotions that are brought to the fore when you make that unconscious decision to buy, are enough to have Freud writhing in pleasure as his Oedipus theory is washed and left to dry right next to Jung’s archetypes…
You have in your power the uncanny ability to test every single aspect of your business from what your clients hear as they walk in your door or call your offices to the look and feel of your website.
And guess what - it all matters!!
That’s right. It all makes a difference to how your client ultimately feels about you and your practice.
Think about this ...
Making a one word change to a promotional headline can make a difference that is nothing short of dramatic!
Taking an example from the insurance industry, sales generated from an advert with this title:
“Auto insurance at lower rates if you are a careful driver”
out performed the sales generated by this one:
”How to turn your careful driving into money” ...
In other words, the second advert received twelve times as many responses as the first! And remember, both adverts cost the same amount of money to design and run.
So, here's a question: If you're not testing, why the heck not?
Here are some of the aspects of your promotions and offer that you can consider testing:
• Sales pitch
• Advert headlines
• Website colours
• Product and service packaging
• Mailing lists
Are you really willing to forego the opportunity to get more clients simply because you didn’t test something different?
The best way to test is to establish a control and then test different versions against that control. For example, if you have compiled a mailshot test different versions against your original mailshot (or control).
Only test one change (e.g. title, colouring, format) at a time, otherwise you risk not knowing what made the difference when a version outperforms the control. Always test on a small scale. If you are doing a mailing to 30,000 people, then test four lots of 2,500 names first. Then run the best one on the remainder of the list. At least that way you can be sure that what is going out is currently the highest performer.
Or test one scripted presentation against another. After all, if one presentation will close more sales than another, wouldn’t you want to know?
Whatever you feel is your optimum fee, probably isn’t! You will never know unless you test it and see! Small, inexpensive tests will result in valuable information that will lead to increased income.
When you begin to test every aspect of your business you’ll be amazed at the additional income and profit just waiting to be discovered.
What could you test in your practice?