Let’s rap about testing today.

Do you REALLY need to test?

Or is it just something other marketers like to say when they can’t answer your question?

My opinion?

Testing is MUCHO important.

In fact, if you don’t do it, you’ll kill your own profits.

How so?

Well, it’s kinda like in the movie “Iron Man.”

Ever see that flick?

Part of the story is about how billionaire weapons creator Tony Stark (Iron Man) gets caught in a terrorist attack, and the explosion lodges little pieces of shrapnel into his chest that are constantly moving towards his heart.

And once they make it — bam! — he’s a dead man.

The solution?

One of Tony’s fellow prisoners (the terrorists capture Tony to make them a missile) hooks up a makeshift electromagnet to Tony’s chest which keeps all those tiny pieces of razor sharp shrapnel from reaching his heart. (While also making his Iron Man “super suit” work.)

Anyway, here’s the point:

Testing is the EXACT same way.

It’s like strapping a giant electromagnet to your ads that keeps all the “shrapnel” in your market (i.e. your competitions’ ads) from destroying your response.

I don’t care how “killer” your ad is, either.

Sooner or later it WILL get massacred.

Unless, of course, you keep testing and measuring.

So yeah, testing is big time important.

By the way, this is why I’m keen on interviewing a testing expert for my upcoming Crackerjack Selling CD Club who can guide people through how to do it.

I’m not sure exactly who, yet.

But it’s definitely on my list of “must haves.”

So anyway, as Iron Man himself would say:

Just like superheroes, great marketing isn’t born — it’s built.

And usually one simple test at a time.

Ben Settle