10 Ways to Put More Zing in Your Prospecting With Alternative Media

Tip #8: Test, test and test some more.

Some media lend themselves to testing better than others. Package inserts are much like lists and are easy to test, although they take time to read. Television and radio are fast and readable. Space advertising forces a lot of decisions in testing (e.g., one-step or two-step; small space or large space; and black and white or four-color). I tend to favor those media that can be tested before committing to larger, roll-out dollars.