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Employing the AB Split

October 17, 2015 by  
Filed under blog

Yesterday I sat down with a young man who asked for a little mentoring from me.  He had started writing a novel and wanted some coaching as to how he could get a publisher and or a literary agent.  I explained to him, first of all, how tough it was to get a publisher.  There are over 200,000 new books published every year and probably 10 times that many books that try to get published but are turned down.  I told him how I eventually got my first book published and how that didn’t happen until I had sold several hundred thousand copies by myself. Of course, he wanted to know how I did that. What I told him is something that can help anyone to achieve great success with almost any venture they are interested in pursuing.

Many years ago one of my mentors introduced me to a very simple but very powerful method of marketing.  In simple terms it’s called an AB split—it’s an easy way to measure anything from what price is the best price to charge to what words in an advertisement, book title, product name or anything else will be the best to use to grab people’s attention.

You can test two prices in a newspaper ad, for instance, by spending just a few extra bucks to have one ad show a $25 price printed in half the newspapers, then list a $45 price in the other half of the print run.  After looking at the orders you receive, you will know which price your customers preferred by simply counting up the orders you received for each price listed. The same AB split can be used with snail mailings or internet marketing, radio, TV or phone solicitations. And that’s just the beginning.  You can test what title would be best for a new book, or the best headline for an advertisement or the best words and story to tell in the body copy of a lengthy ad.

When I couldn’t get a publisher to take on my first book I began using the AB split method and quickly and quite inexpensively found out that the “How to Wake up the Financial Genius Inside You” title of the book and the headline in my advertisements was far superior to the headline “How to Become a Millionaire”.  I then used the AB split to discover what price was best, using newspapers, mailings and TV ads.  Wow, once I found the best price and the best headlines and body copy to use, things went crazy as I began advertising just about everywhere, in newspapers, radio, TV and mass mailings.  The orders came rolling in by the thousands and eventually that money led me to publish a newsletter that morphed into a magazine with over 50,000 subscribers.  All of that, plus some, coming primarily from the use of the AB split method.

I don’t know what the young man who wants to be a big time novelist will do with what I told him but if he applies the AB concept to getting his book out there and sticks with it, I’m pretty sure he’ll soon see huge numbers for his book along with many lifetime rewards and a ton of satisfaction.

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