A creative testing checklist.

Everyone agrees that testing direct response offers is essential. But the questions often arise, "What do I test?" and "What do I test first?"

Towards trying to sort out the answers to those questions, here is a Creative Testing Checklist--provided by Pat Friesen, president of Pat

Friesen prefaces her Checklist with the observation that "professionals know from experience that sooner or later, response to a control space ad or direct mail package that's been working like gangbusters for months--even years--eventually is going to die.

"So you've got to test continually in order to have a new control in the wings....

"Review your control package. Make a list of key elements in the offer, format, copy, and layout/design. Test the elements that are likely to make the biggest difference in response. Don't test the color of the ink used for the signature on the letter before you test your offer, mailing lists, headlines or envelope teaser copy."

"Cost alone should not be an issue. Adding a product sample will increase the cost of the mailing package, but the increased response could more than pay for the extra cost."

Friesen also cautions: "Don't change your control based on one test. Many companies re-test 'winners' at least two or three times before assuming the test results will predict ongoing success."

Offer Tests

* Free sample vs. no sample

* Guarantee wording

* Response channels

* Free information vs. comparison-shopper's kit

* Methods of payment

* Send-no-money-now free trial

* Sample publication vs. brochure

* Discounts

* Request for referrals

* Limited edition availability

* Incentives and premiums

Format Tests

* Solo vs. self-mailer

* Single-shot mailing vs. series

* Pre- or post-mailing postcard

* Lift letter vs. no lift letter

* Free gift insert vs. no insert

* Window vs. closed faced envelope

* Classified vs. display ad

* Space ad with or without bind-in reply card

* Envelope size

* Tokens or stickers

* Live postage vs. preprinted indicia or metered postage

* Solo mailing with or without sales brochure

* Retention devices

Copy Tests

* Brochure or ad headlines

* Personalization

* Envelope teaser vs. no envelope teaser

* Opening paragraph in letter

* Letter length

* Use of testimonial copy

* Product benefit call-outs

* Photo caption vs. no photo caption

* The name of the response vehicle (Savings Certificate, Order Form, Reply Card)

* Handwriting in margins

* Pre-filled response vehicle

Layout & Design Tests

* Charts and graphs vs. narrative numbers

* Photos vs. illustrations

* 4-color vs. 1- or 2-color

* Type size and font

* Use of people or human elements in product photography

* Color, texture or weight of paper

* Age, sex, ethnicity of models.