{"id":1629,"date":"2009-03-10T16:28:44","date_gmt":"2009-03-10T16:28:44","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=1629"},"modified":"2009-03-10T16:28:44","modified_gmt":"2009-03-10T16:28:44","slug":"what-never-to-test-in-your-ads","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/what-never-to-test-in-your-ads\/","title":{"rendered":"What Never To Test In Your Ads"},"content":{"rendered":"

“TEST!”<\/strong><\/p>\n

The marketer’s favorite answer to any question.<\/p>\n

What color headline do you use?<\/p>\n

Test.<\/p>\n

Where do you put the opt-in box on the page?<\/p>\n

Test.<\/p>\n

How many order links should be in the ad?<\/p>\n

Test.<\/p>\n

What is the capital of Nebraska?<\/p>\n

Test.<\/p>\n

Hey, I have NOTHING against testing. <\/p>\n

I actually love testing things and believe everyone should do it (and often).<\/p>\n

However, there are some things you cannot test — no matter how sophisticated Google’s newest brain fart is.<\/p>\n

Things that can have a HUGE impact on your sales.<\/p>\n

What I’m talking about is the “intangible” stuff.<\/strong><\/p>\n

The “supernatural” parts of marketing you can’t see, touch, feel, smell or hear (much less test).<\/p>\n

And you know what?<\/p>\n

If you start focusing on these intangibles, you will almost always see a dramatic bump in sales — without testing a single word<\/em> of your copy.<\/p>\n

For example, here’s what I mean by the intangibles:<\/p>\n