Why Testing Makes A Few Leaders Rich   by Art Jonak

Why Testing Makes A Few Leaders Rich
by Art Jonak

The trouble with self-made men
is that they worship their `creator.`

We don`t have the power or the intuition to
accurately predict the market`s response to
our offers.

Those who can predict the future normally
pursue other professions such as horse betting
and fortune-telling. They don`t pursue direct
marketing careers (the marketing part of network
marketing.)

Then how should I do my next mailing or email
campaign?

It is presumptuous to mail an entire rented
mailing list your offer. Or to ask your leaders
to use an email letter you just wrote. Or ask
you team to create fliers and drop cards with
a headline you just created.

You can`t accurately read prospects` minds.
You don`t know which offer will appeal most
to the majority of the people reading it.

You should test different offers with different
parts of your mailing list. You should test
your email letters. Test your fliers, drop
cards and websites before asking your team
to use them.

Why?

Because you view offers differently from your
prospects.

First, you are biased.

You love the offer you designed for your
product or service. You stay awake at nights
pondering new features. You know every
possible use and benefit of your product
or service.

Unfortunately, your prospect doesn`t see
what you see. He sees a piece of junk mail
or spam. You can`t relate to his viewpoint.
You`re too intimately involved.

Second, your offer may reflect what you want,
not what your prospect wants.

Your offer may feature a product you want to
sell, not a product your prospect wants to
buy. Your offer reflects the discounts and
headlines you want, not what the customer
wants.

Third, you see life differently.

You see building a network marketing empire.
Your prospect sees cable TV. You see money-
saving features, your prospect sees Monday
mornings as a funeral march. You see better
health from your product, your prospect sees
money leaving his pocket.

With such opposite views, it is hard to predict
the buying motivation of your prospect.

So, you test.

You test a portion of a rented mailing list.
Maybe you`ll mail two separate offers and see
which offer pulls better. You`ll try two
different headlines. Some direct mail offers
will have coupons printed on colored paper,
some will have only an 800 toll-free number.
You test, and you test, and you test.

You don`t assume, you measure.

The only true indicator to prove the validity
of your offer is by the response you receive
from your purchasers. Then, once you`ve found
your winning combination ask your team to use
it. Only then would you roll out the big
mailings and the advertising campaigns.

And, while your proven campaigns are lining
your pockets with money, continue to test.
You test for even better combinations. You
constantly test because your market constantly
changes.

That`s why leaders make more money in everything
they do. They have tested and they know:

exactly what to say,
exactly what to offer, and
exactly who to approach.

What about those presumptuous distributors who
don`t test -- well, they get what they deserve.

In previous issues of this newsletter I`ve
shown you tested and proven things to say
and offer to your prospects. Tested ways
to create pre-sold prospects. Put some tested
principles to work to make:

your opportunity meetings better,
your pre-approaches more effective, and
your headlines and opening statements sizzling.

Just think . . . if you found one new phrase
that literally attracted hot prospects to your
opportunity, how much more income would you make?

Until next issue, happy prospecting!

Author Info:

Art Jonak`s `103 Ways and Places to Sponsor
New Distributors` super-manual is now on CD!
Get a copy and he`ll include a ton of FREE
Bonuses! Get it at:
http://powerpack.mlmlessons.com

Art writes `The One Minute Sponsoring Tip
for Network Marketers`. Subscribe FREE at
his website:
http://mlmplayers.com