Ezine Makeover: Concrete Results from Testing a Few Adjustments (Straight from my Inbox)
As business owners, it’s easy to get frustrated when you come face to face with a greater truth: All business is at a certain level a giant experiment. (Will this market buy this thing at this particular time for this price? Let’s see!).
Even if you buy a so-called turnkey franchise, this is true…although arguably to a much lesser degree. [Still.]
Lest you lose faith, however, know that if you cultivate a habit of testing often, cheaply and fast, you will dramatically increase your odds of hitting concrete results.
This is one such example.
You get it straight from my inbox, taw and uncut, with permission from Casey Truffo, creator of the ‘Be a Wealthy Therapist’ family of products and services. (Pic below.)
Have a look-see for yourself at the ‘before’ and ‘after’ issues of the newsletter she has facelifted…included at the end of the post. Casey embraced a few suggestions immediately and easily – no lengthy woolgathering or agonizing, no buying a whole bunch of tools before doing it, no researching high and low. With great results so far, Casey, keep it up!
P.S. I do believe Casey had more fun doing the newsletter the new way, as well…go figure. 
—–Original Message—–
From: Casey Truffo [mailto:Casey@BeAWealthyTherapist.com]
Sent: Wednesday, May 31, 2006 8:47 AM
To: [From Andrea Lee]
Subject: Results from my upgraded newsletter
Hi Andrea,
No need to respond but I just wanted to give you some feedback on the changes you suggested for my newsletter (which were: make it more visual, ask coaching questions, blur the line between sales and info, and reduce the number of links they could click)
1) By adding more coaching questions, I increased the comments received from a previous max of 2 to 12. Very cool. The last person who commented said “I love these comments!”
2) By cutting down the number of links, I have had about 60 additional people sign up for the free teleclasses.
3) The “pay thing” I offered in the newsletter was a new affiliate product and 10 people purchased it.
Finally, here is one email that totally summed it up:
casey! this email was great!! clear and easy to read and not too many clickable links to confuse the eyes! congratulations! and thanks for your continuing efforts to give to others.
- [Note from Andrea: Author's name removed to preserve confidentiality]
You were right on target!
Thanks so much!
xoxoxo
Casey
P.S. LOVE THE NEW BOOK!!!!!!!! Congrats! I just ordered the video of the POC conference. I am very excited.
—–end original email—–
Here is a link to a previous newsletter, which Casey brought to the Laser Coaching call in the Multiple Streams Membership last month:
http://www.beawealthytherapist.com/WN_33.html
And here is the facelifted issue, current at the time of this post, after Casey implemented the feedback:
http://www.beawealthytherapist.com/WN_38.html
If you’re not a member you may not have heard me say this yet, but I do say it frequently so here it is:
“To most of the questions you will ask about your website, ezine, shopping cart, sales copy, etc., the right answer is the one that works.” In other words, to a very real extent – *don’t listen to what I say, keep testing and measuring*, and do it quickly and leanly.
“Learn to fail fast.” — paraphrased by me after attending a 1-day seminar at Seth Godin’s office in New York (in inimitable ‘pay attention, don’t write’ style, he forbade us to take notes, hence the paraphrase)
Want your ezine facelifted? Post a link to one of your current issues in the comments ALONG WITH what you think isn’t working, one (or more) things you can see changing based on Casey’s example and let’s pile in…
