Every solopreneur or small business owner takes the time to rigorously analyse the investments that need to be made to attract those first clients that will help the business grow. Each and every one of those investments must have the potential to bring in new customers. The first year after launching a business is the worst time to throw money out the window.
Customers aren’t going to come knocking on your door if they have no idea that your business exists, that is why promotion is one of the key activities that you must focus on after launching a new business. If you aren’t at the same time a copywriter and a designer, freelancers or a dedicated staff will shape the way your business communicates its value proposition. To make sure the proposed campaigns are going to deliver the expected results, you can use a simple tool to test those campaigns – the ABeC test.
The test represents a simple quiz that will help entrepreneur asses the potential of a new communication campaign. Here is how you can rate your new communication campaign:
On a scale from 1 to 10, how good is the campaign performing at grabbing a potential customer’s attention. Will this campaign be noticed? Will customers remember it after a few days or a few weeks? If you think it looks like everything else you saw, give it a 1 or a 2, if you’re sure you could remember it even after 1 month, give it a 10.
Again, use a scale from 1 to 10 to rate how good is the campaign at making people remember your name or the name of your company. If people would remember the concept but not the name of your business, give it a 1, if people would remember the name of your business even after they saw another 30 ads or complex communication campaigns, give it a 10.
Is it clear what it is expected of the customers after they saw the campaign? Is it clear what they should take out of that communication campaign? If the campaign truly manages to deliver a message in an effective way, give it a 10.
Add the score from each of the scales and see what’s your average score. If you get an average of 7.5 or more, your campaign will be a success, if not, you and your team should get back to the drawing board.
