Processes >>> Redesign

Oh, no!

You tested and you didn't make enough to cover your advertising costs.

What is wrong with the world! How can it be so cruel! You knew marketing was a big, giant waste of money!

OK, sit down and take a deep breath. Exhale. Now, let's look at what happened.

You ran a test campaign and it cost you some money. Luckily, because you TESTED first, it only cost you a little bit of money and you have learned something useful--you know what doesn't work!

Let's take that knowledge and redesign the ad.

If your campaign wasn't far from being profitable, your redesign may be as simple as examining your test list or where you are advertising. Or you might need to change the headline or tweak the offer a little bit.

If your ad was a real stinker, you may need to redesign the whole thing. You'll want to review all of your research and come up with a new IDEA. It might be useful to review some classic marketing advice.

Keep in mind, don't spend any big money on a promotion until you know it will make you money. So redesign the piece as necessary and retest it. When you have yourself a winner, then unleash it on the world!

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