What’s every marketers’ favorite word?<\/p>\n
“Test!”<\/p>\n
It’s the only<\/em> answer some people know.<\/p>\n Yes, testing is mucho important. <\/p>\n (Don’t get me wrong.)<\/p>\n But here are some things to be mindful of… <\/p>\n 1. Testing crap against crap<\/strong><\/p>\n If you throw two clumps of poop against the wall, one of them might stick better than the other, but the “winner” is still crap. This is the problem I have with people acting like testing is all you need to do.<\/p>\n No, you need solid fundamentals, too.<\/p>\n Otherwise, you’re just learning which turd<\/em> smells best…<\/p>\n 2. Not enough traffic <\/strong><\/p>\n If you lack significant traffic, it’s going to be a LONG time before you get any statistically relevant numbers to go on (TIP: don’t trust google optimizer to tell you when a test is over, they declare winners and losers WAY too soon).<\/p>\n If you have little traffic, it’s cool and the gang.<\/p>\n Just get started, you can get it right later.<\/p>\n 3. Testing whispers not screams<\/strong><\/p>\n I think Jay Abraham first used this phrase. And even some of the fanatical testers I know flub this up by wasting time testing “whispers” (i.e. small changes) instead of “screams” (big changes). <\/p>\n If you’re testing, test BIG. <\/p>\n Test big, win big. <\/p>\n Test small, win small.<\/p>\n OK, that’s it for today.<\/p>\n For advanced “how to” copywriting training, go to:<\/p>\n <\/p>\n