People are unpredictable.
While you can develop your marketing with a very strong message to market match, small changes can have a huge impact on results.
That's why direct marketers are such big testers.
It's the bread and butter work that turns a good marketing campaign into a blockbuster.
As each campain gets tested - the headline, the offer, the price, the opening paragraph etc - you build up a body of knowledge which helps you to improve each subsequent marketing campaign from the get-go.
If you're involved in marketing on the Internet then you could benefit from doing what I do and follow a chap called Ryan Deiss.
Ryan is a big tester, both in terms of what he does and the amount of traffic he tests over and he very useful shares what he learns with his in-crowd.
That gives you a leg-up from the start because a lot of testing is boring, time consuming, expensive... a real pain although so important.
Take a look at Digital Marketer Lab
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