The idea behind this post came from the book, Making Ads Pay by John Caples.
A little background to Darwin’s theory of evolution.
As a young and curious lad, Darwin was incredibly observant of nature and its players. On one of his extended travels, he collected specimens from the different places he visited (I suspected wanderlust).
As he was unpacking and admiring his souvenirs, he noticed similarities and was intrigued by these discoveries.
Thus began his conception and study of natural selection.
In a single sentence, natural selection is the theory that evolution is driven by… natural selection. Better traits in a species are selected for through generations of reproduction and eventually the ‘weaker’ manifestation of those traits will be diluted in a population of organisms carrying the better trait.
(For more details, you can read Charles Darwin’s book: “The Origin of Species”)
How Darwin’s Theory of Evolution can boost your business
In a nutshell, the idea is to incorporate Darwin’s Theory of Evolution (specifically Natural Selection) into your marketing efforts. Let your audience select the ads that they like and get rid of those that they don’t.
Track Your Advertisements and Marketing Campaigns
As we run marketing campaigns, it’s very important to be able to track the performance of each individual campaign. These data may be boring to track, but will be very intriguing to analyse.
Just by looking at the number of people who responded to a particular marketing campaign, you can decide the direction of future campaigns.
Just by looking at the demographics of the people who either interacted with your marketing efforts, or bought from you, you can uncover more details about the type of customers you would like to attract in the future.
Just by looking at the number of people who ACTUALLY BOUGHT from you, you can decide which product (or service) range to focus on in the future.
With proper tracking of your marketing campaigns, you will be able to identify the campaigns that did well against those that burnt.
Select the campaigns that do well, and get rid of those that didn’t
This is where you put Natural Selection into practice. Let nature (which in this case, refers to your targeted audience) select the campaign that they like and get rid of those that they did not like.
Once you have run at least 10 different test campaigns, you would most likely have a list of 3 to 5 outstanding campaigns that your target audience responded to with excitement. Analyse these successful campaigns deeper.
Compare the traffic that is being driven to these campaigns
Compare the angle of these campaigns
Compare the demographics of the people who responded to these campaigns
Notice any special writing styles that could have increased the interest
Compile these similarities and you will have a clear picture and direction which will prove useful when planning future marketing campaigns.
Although not all of these features may be used in a single campaign, you should seek to add as many of these ‘success’ features into your future campaigns.
By giving your target audience what they want, you will boost your business.
And to fully understand what they want, that’s when you apply natural selection to allow your marketing campaigns to evolve.