A creative testing checklist.Everyone agrees that testing direct response offers is essential. But the questions often arise, "What do I test?" and "What do I test first?" Towards trying to sort out the answers to those questions, here is a Creative Testing Checklist--provided by Pat Friesen, president of Pat Friesen & Co. and a direct response copywriter and strategist strat·e·gist n. One who is skilled in strategy. Noun 1. strategist - an expert in strategy (especially in warfare) strategian market strategist - someone skilled in planning marketing campaigns . Not every item is especially relevant to your particular mailings, but we'd like to err on the side of thoroughness. Friesen prefaces her Checklist with the observation that "professionals know from experience that sooner or later, response to a control space ad or direct mail package that's been working like gangbusters for months--even years--eventually is going to die. "So you've got to test continually in order to have a new control in the wings.... "Review your control package. Make a list of key elements in the offer, format, copy, and layout/design. Test the elements that are likely to make the biggest difference in response. Don't test the color of the ink used for the signature on the letter before you test your offer, mailing lists An automated e-mail system on the Internet, which is maintained by subject matter. There are thousands of such lists that reach millions of individuals and businesses. New users generally subscribe by sending an e-mail with the word "subscribe" in it and subsequently receive all new , headlines or envelope teaser teaser an animal used to sexually tease but not to impregnate the members of the opposite sex. Usually males and they may be surgically prepared to ensure that they cannot mate or are not fertile. copy." "Cost alone should not be an issue. Adding a product sample will increase the cost of the mailing package, but the increased response could more than pay for the extra cost." Friesen also cautions: "Don't change your control based on one test. Many companies re-test 'winners' at least two or three times before assuming the test results will predict ongoing success." Offer Tests * Free sample vs. no sample * Guarantee wording * Response channels * Free information vs. comparison-shopper's kit * Methods of payment * Send-no-money-now free trial * Sample publication vs. brochure * Discounts * Request for referrals * Limited edition availability * Incentives and premiums Format Tests * Solo vs. self-mailer * Single-shot mailing vs. series * Pre- or post-mailing postcard * Lift letter vs. no lift letter * Free gift insert vs. no insert * Window vs. closed faced envelope * Classified vs. display ad * Space ad with or without bind-in reply card * Envelope size There are two modern 'envelope size standards. International standard sizes International standard ISO 269 defines several standard envelope sizes, which are designed for use with ISO 216 standard paper sizes: Format Dimensions (mm) Suitable for content format * Tokens or stickers * Live postage POSTAGE. The money charged by law for carrying letters, packets and documents by mail. By act of congress of March 3, 1851, Minot's Statute at Large, U. S. 587, it is enacted as follows: 2.-Sec. 1. vs. preprinted indicia Signs; indications. Circumstances that point to the existence of a given fact as probable, but not certain. For example, indicia of partnership are any circumstances which would induce the belief that a given person was in reality, though not technically, a member of a given or metered postage * Solo mailing with or without sales brochure * Retention devices Copy Tests * Brochure or ad headlines * Personalization Custom tailoring information to the individual. On the Web, personalization means returning a page that has been customized for the user, taking into consideration that person's habits and preferences. * Envelope teaser vs. no envelope teaser * Opening paragraph in letter * Letter length * Use of testimonial copy * Product benefit call-outs * Photo caption vs. no photo caption * The name of the response vehicle (Savings Certificate, Order Form, Reply Card) * Handwriting HANDWRITING, evidence. Almost every person's handwriting has something whereby it may be distinguished from the writing of others, and this difference is sometimes intended by the term. 2. in margins * Pre-filled response vehicle Layout & Design Tests * Charts and graphs vs. narrative numbers * Photos vs. illustrations * 4-color vs. 1- or 2-color * Type size and font font or typeface or type family Assortment or set of type (alphanumeric characters used for printing), all of one coherent style. Before the advent of computers, fonts were expressed in cast metal that was used as a template for printing. * Use of people or human elements in product photography * Color, texture or weight of paper * Age, sex, ethnicity ethnicity Vox populi Racial status–ie, African American, Asian, Caucasian, Hispanic of models. |
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