My clients shell out $25,000 for me to write them a sales promotion package. But my smart clients can get 2… 3… even 5 new promotions for the same price. How?
By giving me the freedom to create multiple cover tests!
Cover tests are awesome. They allow you to change the entire look and feel of your sales promotion on the cover only.
That means you can test different headlines and cover designs for just pennies on the dollar. But the better news is:
The copywriter and the client get more chances for a winner!
Why put all your creative eggs in one basket – hoping YOU picked the winning headline and cover? Let YOUR MARKET decide – with cover tests!
Here’s an example of how one of my smart clients got a big bang from his creative buck…
A while ago, I worked on a health promotion for an oral chelation product. We tested 4 different headlines:
#1: The Ultimate Pac Man for Your Arteries
#2: Now you can REMOVE and SEE the plaque that was clogging your arteries!
#3: The New Chelation Miracle
#4: Meet the folks who said, “Bye Bye Bypass!”
So, which headline won?
If you picked #3 – you’re a pretty smart cookie!
That was the strongest headline and the official new control – meaning it was the headline my client used to mail to his lists of prospective customers. But…
… Headline #2 and #4 were also strong – coming in less than a percentage point from the winner. In other words…
… My client did not have 1 – but 3 new successful covers! He could rotate mailing these covers to his prospect mailing list and fight response fatigue. So the package stays fresher in the mail LONGER!
In fact, that chelation package mailed for over 2 years – using the 3 covers!
So you can see why the client is happy. He doesn’t have to shell out more moolah for a new package. And for l’il ole me – the copywriter – multiple cover tests mean a longer and steadier flow of royalty income! Now, that’s what I call a “win-win!”
My clients and I have gotten some great successes with this approach – and so can you!
If you’re a business owner – , you can get more leverage from your sales package if you do this: Ask your copywriter to create 2 …3 …even 5 different cover tests with the final copy submission. And test as many of these covers as possible!
Why request 5 covers when you only plan to test 1 or 2?
Because the optimum time to get the BEST ideas from your copywriter is while she’s hot and heavy working on your project!
If you wait 2 or 3 months later to request cover tests, your copywriter has probably purged all that info from her brain and has to start cold.
Strike while she’s sizzlin’ hot – and you’ll most likely get her best ideas! You can always test the unused covers at a later date.
If you focus on testing aggressively with each and every new creative idea – you’ll soon discover you have several controls of the same package!
Not only does this type of testing make sense – it can deliver hefty cents to your bottom line!
Yours for stellar results,
Million-Dollar Copywriter & Consultant