Posted on August 15, 2008 - by Kelly Verge

A Pretty Woman Shows Why Testing is Critical

A bank in South Africa was doing some pretty extensive testing on a direct-mail campaign. They tested different offers (interest rates) as well as testing other things such as images within the ads.

They found that placing a picture of an attractive woman had nearly the same effect with men as lowering the interest rate by 5%! There was no change with women.

This means that it’s worth testing response both with and without a picture of a pretty face. You won’t know until you test.

Here’s the full article: Neuromarketing - A Pretty Woman Beats a Good Loan Deal