On page 176, I explained why the scientific tracking stuff is so vitally important.
The numbers don’t lie. The numbers show you where you need to invest. The numbers illuminate the path to higher profitability. You need to be able to understand the numbers.
To make sure you understand this crystal-clear, I’ve created an exercise just for you, to walk you through this one more time. I hope you have a pencil or pen in your hand right now. You should probably grab a calculator, too.
Do you have all three? Okay, good. Let’s get at it.
Scenario: Money’s tight, and you’re down to your last $500 for marketing, so you can’t afford to fool around. You must figure out which marketing piece to use for a big push in the next few weeks, and you have it narrowed down to two designs. You’ve been planning ahead, so you are actually going to attempt running a simultaneous split-test. Sweet. You can do this. It’s easy.
You locate an area with 745 houses that are very similar to each other. Similar kinds of people live in the houses, they enjoy similar lifestyles, and the homes are worth pretty much the same amount of money.
To be fair, you even have the 2 different fliers distributed on every street, alternating every other house, ensuring that the test is as even and enlightening as possible. They are also all delivered on the same day, and thankfully it was a sunny one.
Both flier designs are direct response, and instead of pushing people to download a free report, or watch a free video on your website, they simply invite the recipient to request a free estimate.
You have them all delivered, and within a short period of time, you have some numbers to crunch. The results are as follows:
Flier 1
373 fliers delivered
9 estimate requests
6 jobs landed
$1,384.00 gross revenue
25 man hours of work
Flier 2
372 fliers delivered
5 estimate requests
3 jobs landed
$1,179.00 gross revenue
21 man hours of work
Which of your two campaigns is superior? Which marketing piece should you spend your precious last $500 on? Which one does it make the most sense to pour your money into?
The only way to answer those questions is to put on your Scientist cap and work out the numbers.
Did you crunch the numbers? Which one is the best pick?
Flier 1 or Flier 2?
To tell you the answer, I’ve produced a special video lesson to break the numbers down with you and reveal the result.
Watch it below.