1/ Your brand is much more than a headline away from exit.
“Testing” as the highest value of marketing behavior is deteriorating “brands” down to a series of headlines and image variations.
At its worst it removes the “tester” of obligation to do deep, quality work up front.
“Testing” as the highest value of marketing behavior is deteriorating “brands” down to a series of headlines and image variations.
At its worst it removes the “tester” of obligation to do deep, quality work up front.
2/ It (testing as the highest value) precludes any activity (like community development) that doesn’t fit neatly into a pseudo scientific measurement system or has a more latent value capture.
3/ It also favors “incrementality” over truly innovative thinking. The kind of thinking that isn’t rooted in an extrapolation of past results.
4/ iteration and testing should be the bottom of the funnel of the “idea” journey, but far too often it lives at the top.
5/ I get why this has happened. Speed, volume, data, testing, iteration are all the tools of the arbitrager. We have been living in their world. But that is changing.
6/ The democratization of access to launching a brand has flooded the market and your feeds with stuff. Just seeing the stuff isn’t enough, no matter how quippy or clever the text, or how punchy the video.
7/ Don’t get me wrong. It still works, for a while. Brands can often reach 7 figures or more simply by focusing all their efforts on trying each day to make a better ad.
But a day will come when the CTRs decline, the CVR softens and margin disappears so quickly.
But a day will come when the CTRs decline, the CVR softens and margin disappears so quickly.
8/ So what’s the solution. Annoyingly it’s the same as it has always been.
It’s great marketing, rooted in great story, with awesome product, distributed with great intention to a customer you genuinely care for and are looking to serve.
It’s great marketing, rooted in great story, with awesome product, distributed with great intention to a customer you genuinely care for and are looking to serve.
9/ @andrewjfaris and I went deep in this topic in the most recent episode of his podcast:
“Where did the marketing campaigns go?”
I’d love for you to listen and share your thoughts.
podcasts.apple.com/us/podcast/eco…
“Where did the marketing campaigns go?”
I’d love for you to listen and share your thoughts.
podcasts.apple.com/us/podcast/eco…
10/ and to be really clear I am complicit in the creation of this problem.
I have trumpeted volume testing and iteration as fundamental principles.
And they still have a place in the story.
I just want to move them out of the leading role.
I have trumpeted volume testing and iteration as fundamental principles.
And they still have a place in the story.
I just want to move them out of the leading role.
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