Over the next 5 Weeks I'll share with you The 5 Reasons You MUST Cash-Test Before Starting Per Inquiry Media.
Many people (and companies) believe that per inquiry (PI) advertising is literally the last word in advertising; think about it: You pay only for calls! You don’t have to pay for time or space; the media will run your ad for free, in their unsold time/space, as long as you pay them for every call that lasts “X” number of seconds. It doesn’t get any better than that, does it? Nope… it is in-fact, the most efficient means of advertising.
So why in heaven’s name would you want to spend a dime on paid media before starting to run PI? There are many possible reasons, but here are the 5 we’ve come up with, that we’re pretty sure will help you see how cash-testing is the most valuable thing you could do for your PI advertising venture:
Here's your First Reason:
1. It is not a waste of money. Who told you that it was? They lied to you, period. If you don’t read any of the 4 other reasons, please read this one. Cash-testing will be the best money you ever spend in media. If you tap an advertising agency that knows how to do cash-testing (the best PI ad agencies do, while lead-gen shops and aggregators have no idea how to help you) you’ll get so much actionable information it’ll amaze you that you had to be convinced to do it. The data will be invaluable. Our clients routinely tell us it’s the best money they’ve ever spent… the data is literally priceless. You’ll know:
a. Which ad produces more raw inbound calls.
b. Which ad produced more conversions.
c. What your cost per raw call is.
d. What your cost per sale is.
e. What your revenue per call is (this is critical).
f. What your price per call should be in PI for whichever ad or ads you’re testing… raw call, answered calls lasting 15, 30, 45, 60, 75 or 90-seconds…all this data is readily available to you, and will simultaneously make you and save you money!
g. How your call center handled real consumers, not make-believe test calls.
h. How your telemarketing script works to pull consumers through the data gathering/sales process.
i. What parts of your telemarketing scripts work and which need to be re-written.
j. And the list goes on and on.
NONE of this available to you if you don’t cash-test.
Next week... You'll get more media for less money than you ever thought possible...