It is over a hundred years ago John Wanamaker delivered to the business world his opinion on the effectiveness of advertising. Since then, the world has invented the computer, digital imaging, and walked the surface of the moon. And, believe it or not, most CEO's have yet to figure out how their advertising actually works or doesn't work. In today's world, the estimate of wasted advertising might well exceed 80% in most industries and economic sectors. If, in this day and age if you don't realize that a big chunk of your advertising investments goes to waste, it's nobody's fault but your own if your ads bomb and become an embarrassment. We know how to determine the best appeals for your product or service. Regardless of the medium or the media combo you have selected to carry your message, Cotton & Co. has unique approaches that can provide the testing, list development, and prospecting programs you need to help your business grow profitably. There's no better ad optimization and research service with proven results to test an ad appeal available anywhere. And if the John Wanamaker quote doesn't motivate you, how about this one from the amazing David Ogilvy: "Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals."
In most all cases advertising need not be a gamble, but instead, be an investment. The ultimate test of copy, visuals, and strategies is to get people to vote with their money on what they see and hear.
These two headlines for a home builder were run in Parade as an A-B split to test headline copy with only a one word change in each ad.
Would the public react more favorably to the word MORE or the word LESS?
Could just one word make a difference? You bet it did!
Which headline outpulled the other by 14:1
Email for answer and copy of ads:
stan@pickcotton.com
BAIL OUT NOW.
YOUR HOUSE IS WORTH
MORE THAN YOU THINK!
Or,
BAIL OUT NOW.
YOUR HOUSE IS WORTH
LESS THAN YOU THINK!
Contact us for case histories of our testing campaigns.
