Like everyone else in direct marketing, I spend a lot of time extolling the virtues of split testing. As well I should, because with ongoing, small improvements, implemented like a bull dog, you can radically change the performance of your whole sales systems.
Unlike everyone else, I urge people to have the patience to do their research and competitive intelligence thoroughly and precisely, so they’ll have the RIGHT INPUTS for their tests, to maximize the probability of results.
But here’s something I haven’t talked much about, which I really should (but Howie beat me to the punch)…
“Testing Juice” is a limited resource. We only have so much traffic and money to pay for it, and every test we do eats some of it for a while. Accordingly, it’s vitally important to PRIORITIZE your tests correctly.
Howie Jacobson, author of Adwords for Dummies, has developed an excellent paradigm for doing just that. In this MP3 interview (and accompanying slides) you’ll hear him walk you through it.
Of course, I won’t hide the fact that this is also a blatant attempt to get you to attend Camp Checkmate via my affiliate link (which entitles you to the EARLY BIRD pricing if you order soon, even though the deadline’s passed). But as always, both Howie and I took extra special care to ensure the content itself should be immediately valuable to you.
Enjoy!
Dr. G 
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