How To Become a Marketing GeniusBy Guest Author: Perry Marshall
There are a ton of gurus, books, courses, seminars, coaching programs etc., all of them claiming to make you a genius, to reveal the Hidden Secrets of the Marketing Universe.
A few of them are genuinely good. And I only endorse people I can fully recommend as head and shoulders above the rest of the crowd.
But I'm not going to promote any of them today. Instead I'm going to quite an old saying:
"You can't learn to ride a bicycle at a seminar."
It really doesn't matter what aspect of life we're talking about, there's an enormous difference between learning from a guru and actually doing it yourself. The bottom-line truth about really talented marketers comes down to one word.
That word is: TESTING.
If you don't test - if you don't develop an idea, run it up the flagpole and see who salutes, with hard numbers and percentages - you really don't know anything.
If you DO test - then you know what you know. And nobody can argue with you. That's all there is to it.
Does long copy work or is short copy better? Should I have a sales letter website or a traditional one? Should I price this at £500 or £1000? Should I use a soft-sell approach or is hard-sell better?
The answer to every question is: test and find out.
I quickly became obsessed with Google AdWords for that very reason: you can test things with such speedy precision. Split test two ads and measure the response to a tenth of a percent. Split test two landing pages on your website and see which one gets more orders or leads. Turn the test on, and turn it off - instantly.
You won't know until you test.
There's a short video tutorial on testing and tracking your visitors at http://video.hypertracker.net - if you're a little wobbly on this subject, you should check it out.
About the author:
Perry Marshall is an acclaimed expert on Google AdWords marketing and is the author of The Definitive Guide to Google AdWords.
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