One of the biggest mistakes I see is companies that don’t test. Sometimes companies will ask us what piece of creative is the best or which angle they should go with for their landing page or advertising content. And while we can offer our perspective, the answer is you don’t really know for sure until you test.
When it comes to marketing, the truth is there is no one size fits all solution. Every company and every product are different, and what works phenomenally for one may not work as well for another. The best strategy and the best creative is the one that works for you, and if you don’t test, you don’t know what works… period.
Testing is about more than just cosmetics. It’s nice to know whether customers respond more to your blue logo than your red logo, but if you’re really looking to find the messaging the best resonates with your customers, you have to test variations that address different types of pain points. Maybe the ad that centers around your product’s price works better than the ad that centers around your product’s features?
Or maybe you are hitting the right pain point, but it’s the way you’re expressing it that needs testing. Maybe you need to try some different language, or even finding an entirely new way to get across the same idea? That better solution may be out there, but again, if you don’t test… you just don’t know for sure.
Is this a lot of work? Absolutely. But every time you test, you learn something that will get you that much closer to the solution. And when your tests lead you to that top performer, you can put all your advertising budget behind that one and feel confident that it can scale. But until you know, you don’t really know, do you?
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