Joe Sugarman™s Marketing Secret.

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My rule of thumb for improving direct marketing results is: Look at what the big players – the successful direct marketers – are doing. And do what they do.

And the one thing every successful direct marketer has in common is … they test. A lot.

What do they test?

Headlines … outer envelopes … direct mail formats … copy approaches … sales appeals … mailing lists … prices … offers … guarantees … terms … anything with the potential to generate a big lift in response rates. Or even a small one, for that matter.

Does all this testing make sense?

On one such test, a marketer increased response to an e-mail marketing message by 50% … just by changing the subject line.

In another test, a software company increased orders from a direct mail package tenfold … simply by varying the wording of the offer.

And a computer school doubled the response rate to its newspaper advertising when they added the offer of a free career booklet.

Does all this testing make sense?

You bet it does!