” Some like it hot and some sweat when the heat is on.
Some feel the heat and decide that they cant go on.
Some like it hot, but you can’t tell how hot til you try.
Some like it hot, so let’s turn up the heat til we fry. “
A friend of mine is a software programmer/coder/marketer. He’s building a new split test product and I asked him to make sure it can run A/B/C split tests and not just A/B split tests, because many moons ago, I started trying a routine that I’d never heard of, but am sure somebody before me has tried.
It’s kind of the “Goldilocks and The Three Bears” type of split tests.
You know the old story. Goldilocks broke in, which is still be a misdemeanor in most places, “borrowed” some of the Three Bears things and then ran off.
In one instance, she gobbled porridge. One bowl was too hot, one bowl was too cold and one was just right.
Your ads, your sales letters, your landing pages, etc., are judged the same way by the people who read them.
Each market has a different tolerance for hype, hence the “Some Like It Hot” reference.
Some tolerate, even like, a lot of hype or heat.
Some want cold, technical details and calculations.
Some need, or want, audio, video, testimonials, social proof, etc.
Some like a balance of every possible element, hence, they want it just right.
Before you bother trying a new headline, before you replace Tahoma with Courier, before you change from red to blue, before you try with or without audio, photos, video and any other item that all good marketers split test, try this:
1) One landing page, ad or sales letter with all the hype you can generate.
2) One landing page, ad or sales letter with all the cold, calculating data you can dig up.
3) One landing page, ad or sales letter with a balance of all the elements.
The results may surprise you. Don’t be afraid to try hype (heat), as some markets that haven’t been blasted with way over the top marketing messages have been found to respond well to hype (heat).
Other markets, who have been typically hyped to heck, have been found to respond well to cold, calculations, data and charts, case studies, white papers, etc.
The moral of today’s story is this:
Online marketing split testing is very, very inexpensive, as compared to what the old masters, such as Ogilvy, Schwartz and Hopkins had available to them.
So use ” The Powerstation Method of Split Testing “ and see if you can easily and quickly find out just how hot your market likes their porridge.
” Some like it hot and some sweat when the heat is on,
Some feel the heat and decide that they cant go on.
Some like it hot, but you can’t tell how hot til you try,
Some like it hot, so let’s turn up the heat til we fry. “
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