So I saw Wolverine last night and what an AWESOME flick.
I’ve actually been a Wolvie fan since I was a kid.
And I really liked this movie.
Especially since (I bet you saw this coming a mile away) it got me to thinking so much about marketing.
You see, the coolest thing about Wolverine isn’t just his claws.
Or his bloodhound-like sense of smell.
Or his indestructible metal skeleton.
All that’s cool but, IMHO, his healing factor kicks the most rumpus
This means cuts, poisons, toxins, have no effect on him. As soon as he’s shot or stabbed or run over by a car or whatever… he heals extremely fast. And he basically doesn’t age.
Add that to his unbreakable skeleton and he almost can’t be killed.
And guess what?
If you want to make your business impervious to being killed off, so it can survive (and thrive) the effects of endless copycats, law changes, marketing conditions and shifting consumer demands… then simply give your marketing its own “healing factor.”
And the way to do that is by… testing.
For example, testing new ads — including headlines, themes, offers, openings, sub heads, PS’s, price points, etc.
Testing new ideas — such as different products, auto-responder sequences, product titles, email formats (i.e. daily), etc.
Testing new lead generators — like offline media publicity, ezine articles, banner ads, offline magazine and print ads, tele-seminars, social media, etc.
Testing new follow-up formats — by mixing and matching online, offline, email, direct mail, fax broadcast, tele-phone, post cards, etc
Testing new “voices” in your marketing — including using humor, weird personalities, and other “off the wall” people talking to your customers and prospects via your marketing.
Anyway, these things are all pretty basic, eh?
And the more you test them, the harder you’ll be to knock off.
The faster you can grab top market positioning.
And the more impervious to marketplace changes you’ll be.
In fact, it’ll be like lacing your business with an indestructible metal skeleton (just like Wolverine’s, baby) — complete with razor sharp claws that let you tear through your competition.
OK, that about taps out my “geek quota” for today.
I’ll yap more about this stuff in my continuity program at:
Ben Settle
