How will you know what works?

You must test everything! Really successful marketers live and die by their test results. There has really only been one very successful type of marketing–scientific marketing.

Unfortunately, some people in their marketing simply stumble around until they acheive some success. Then they pat themselves on their backs and pronounce themselves “good marketers.” My response is, “Good compared to what?” to which they too often reply, “Good, compared to what I used to be.” What you “used to be?” Indeed!

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