erience as well. A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remained hidden.

Okay, so h

Are you an if-er or a do-er?

If you've been around the promotion circle long enough and even if you have not, you probably heard this one before, test, test, test! But before you embark into a promotional odyssey for your evolving publication full speed ahead, it is a good idea and very essential that you market test your offer (s), if you want a full fledge promotion to give you the best results.

For those who feel this to be utterly unnecessary consider for a moment all the possible missed - opportunities:

A) What if this or that approach could have worked better?

B) If only I would of have used a stronger or more conservative angle.

C) Made the overall offer more appealing?

D) The message better understood?

E) What if, we would have provided a more value driven premium?

F) Lowered/raised prices... or included a better response vehicle?

The alternatives? A more sound, efficient mailing - less wasted resources, money better allocated, greater savings and bigger profits!

Testing your offer involves extra efforts and perhaps a few additional dollars, but the end results is a much more informed, and profitable campaign but... that's not all.. a learning experience as well. A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remained hidden.

Okay, so ho

you market test your offer (s), if you want a full fledge promotion to give you the best results.

For those who feel this to be utterly unnecessary consider for a moment all the possible missed - opportunities:

A) What if this or that approach could have worked better?

B) If only I would of have used a stronger or more conservative angle.

C) Made the overall offer more appealing?

D) The message better understood?

E) What if, we would have provided a more value driven premium?

F) Lowered/raised prices... or included a better response vehicle?

The alternatives? A more sound, efficient mailing - less wasted resources, money better allocated, greater savings and bigger profits!

Testing your offer involves extra efforts and perhaps a few additional dollars, but the end results is a much more informed, and profitable campaign but... that's not all.. a learning experience as well. A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remained hidden.

Okay, so h

of have used a stronger or more conservative angle.

C) Made the overall offer more appealing?

D) The message better understood?

E) What if, we would have provided a more value driven premium?

F) Lowered/raised prices... or included a better response vehicle?

The alternatives? A more sound, efficient mailing - less wasted resources, money better allocated, greater savings and bigger profits!

Testing your offer involves extra efforts and perhaps a few additional dollars, but the end results is a much more informed, and profitable campaign but... that's not all.. a learning experience as well. A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remained hidden.

Okay, so h

more sound, efficient mailing - less wasted resources, money better allocated, greater savings and bigger profits!

Testing your offer involves extra efforts and perhaps a few additional dollars, but the end results is a much more informed, and profitable campaign but... that's not all.. a learning experience as well. A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remained hidden.

Okay, so h

erience as well. A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remained hidden.

Okay, so how do I go about finding my offer true potentials you ask? Much obliged, first you must truly understand all the pieces that make up your promotional package, much like going back to basics. You are probably familiar with the old saying "an ounce of prevention is worth a pound of cure" well, in this case, "the best approach is worth many dollars saved, thousands earned", should fit the bill (no pun intended).

More to the point and to start you off here is a non-inclusive list of some familiar promo, components and terms, feel free to add others as necessary to conform to your specific offer (s), one word though... it is in your marketing - promotional best interest not to undermine any of these elements, as basic and redundant as they may appear to be:

Program-Format, what is the goal... best aesthetics?

Typestyle-Size, does it convey meaning by itself, is it attractive, consistent throughout?

Headline-Subhead, does it grab your attention, pulls you into the rest of the copy/letter?

Opening-Closing Copy, are your P.S.' and P.P.S.' effective?

Illustration (s)-Line Art, Photo, can it translate into a thousand words on it's own or does it need text for support?

Pricing-Low, C