Ted Nicholas Testing for Success (How to SELL ANYTHING By Direct Marketing)

How to Master the Single Most Important Skill of a Successful Direct Marketer: Testing for Success Testing is the cornerstone of successful direct marketing. Ted Nicholas outlines 12 critical elements to test, including teaser copy, headlines, offers, bonuses, and especially price. He emphasizes that only the marketplace can determine the optimal price, and marketers must continuously test and retest to maximize profits and response rates. Direct marketing success hinges on mastering one fundamental skill: testing. Ted Nicholas, a seasoned direct marketing expert, shares invaluable insights into how marketers can improve their campaigns by systematically testing various elements. This article delves into the 12 critical components that marketers should test and explains why continuous testing, especially of price, is essential for maximizing profits and response rates. The Importance of Testing in Direct Marketing Ted Nicholas begins by emphasizing that you cannot succeed as a direct marketer unless you learn how to test. Testing is not just a step in the process; it is the foundation of all successful direct marketing efforts. Many marketers, even professionals with years of experience, struggle with what to test, in what order, and in what sequence. Understanding this concept is crucial. The 12 Elements to Test in Direct Marketing Nicholas identifies 12 important elements that marketers should focus on when testing their direct marketing campaigns: 1. *Teaser Copy* The teaser copy is the initial text that grabs attention. Sometimes it is the same as the headline, but it can also be different. 2. *Headline in the Letter* The headline is critical as it draws the reader into the letter or advertisement. 3. *The Letter Itself* The body of the letter or the main content should be tested for effectiveness. 4. *The Offer* Different offers can dramatically change the response rate. Testing various offers is essential. 5. *The Bonus* Adding or changing a bonus can significantly increase response rates, sometimes doubling or tripling them. 6. *The Price* Price is one of the most critical elements to test. Many marketers set an arbitrary price without testing alternatives. 7. *Other Elements* While not explicitly listed in the transcript, the implication is that other components such as design, call to action, and delivery methods should also be tested. The Critical Role of Price Testing Nicholas shares a compelling example involving a cancer book that was sold for $14.95 for four years. He suggested increasing the price to $29.97, doubling the price, and enhancing the product by offering a hardcover version with a redesigned jacket that serves as a powerful marketing tool. This change was not arbitrary; it was based on testing and understanding the product's value. He stresses that most businesses do not test price enough. The marketplace is the ultimate judge of what the price should be. Marketers must test different price points to discover the most profitable price. Sometimes, a higher price can lead to more unit sales and greater profit. How Often Should You Test? When asked about the frequency of testing, Nicholas advises launching with three or four different prices initially. After the first round, retesting should occur every six to seven months or annually. The goal is to continually find the highest possible price that the marketplace will accept. Nicholas notes that his products are so valuable that he struggles to find a price high enough. However, the only way to confirm the optimal price is to let the marketplace decide through testing. Conclusion Testing is the single most important skill for direct marketers. By systematically testing the 12 key elements—especially price—marketers can significantly improve their response rates and profitability. Continuous testing allows marketers to adapt to market feedback and optimize their campaigns for success. Remember, the marketplace is the ultimate authority on pricing and offers. Embrace testing as an ongoing process to master direct marketing and sell anything effectively. ---