If It ain't Broke...Leave It Alone!

[Dale King]

One of the biggest mistakes I see both veteran and newbie marketers alike make is switching up and changing marketing campaigns that still work.

The question is why? If a marketing campaign is working and making money why not just leave it alone?

I think there are four good answers to that question:

1. BOREDOM. We marketers tend to get bored easily. Sometimes we screw around with perfectly good marketing campaigns simply because we're tired of them, and we're trying to break up the monotony a little bit.

2. Challenge. I also think we do it as a challenge to ourselves - to see if we can improve what's working to make it work even better.

3. Monkey See, Monkey Do. We see other marketers changing their campaigns, so we do the same thing too (i.e., "Who Else" headlines.)

4. Bad Advice. Some expert suggested that we gut our entire ad or salesletter.

IF IT AIN'T BROKE...LEAVE IT ALONE! DON"T EVER CHANGE SOMETHING THATS WORKING, JUST FOR THE SAKE OF CHANGE!

Dale King

[John Stafford]

Hello,

I can appreciate leaving alone a good
campaign but all the greatest marketers
in IM like: Terry Dean, Marlon Sanders
and John Reese to name a few are all
fanatical testers.

So as long as you keep your original
control, I say keep it pimpin and at
learn try to increase your response.



John

[Dale King]

I can appreciate leaving alone a good
campaign but all the greatest marketers in IM like: Terry Dean, Marlon Sanders
and John Reese to name a few are all fanatical testers.

So as long as you keep your original control, I say keep it pimpin and at
learn try to increase your response.

John, the names you mentioned are all long-time experts who know exactly what they're doing. They know how to tweak their marketing campaigns a little at a time, to achieve optimum results. Unfortunately, the average marketer does not have that kind of expertise.

Dale King