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Tag Archives: testing

How to interpret “illogical” market testing results

From time to time I’ve made analogies between marketing and home shop experiences and pointed out the simple wisdom that can be found through working with your hands. So bear with me for a moment here as I wind up to a theory on illogical market testing results. Cindy and Chris at Northside Service Company […]

If you can’t read the results, why test it?

My early direct mail copy chiefs beat this mantra into me: only test one thing at a time. If you change the offer and simultaneously change the letter lead, how do you know which change was responsible for any lift? I thought of this as the drumbeat of “Free FICO Score” offers from Chase Slate […]

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