2 weeks ago I wrote a post about gold mining.

In it I gave you an ingredient vital to your marketing.

Did you read it?

If you did you’ll know I was talking about testing.

How in marketing – and gold mining – testing is essential.

Because then you always back a winner.  And don’t throw good money after bad.

And exactly the same applies to crab fishing too.

Another Discovery Channel program I watch is called Deadliest Catch.

It follows the crews of 7 boats trying to make a (good) living fishing in the Bering Sea off Alaska.

According to the American Bureau of Labor Statistics commercial fishing is one of the most dangerous jobs in America.

And Alaskan King Crab fishing considered even more dangerous.

With the stakes – and profits – so high the boats’ skippers only fish tested waters.

Either ones they’ve previously tested, or by running a test before they throw all their crab pots overboard.

After all their livelihood depends on it.   Just like yours depends on your marketing.

Whatever you’re doing you must test …

… test the new idea … test to see if you can improve it … test to try and beat your exisiting control …

test 2 different email subject lines … test, test, test …

But don’t forget the golden rule of testing:

Only test 1 thing, or everything.

Otherwise you’ll never know what actually made the difference.

People sometimes think testing is a waste of their time – and money.

When you test you will lose some money.  But your test winner will help you make much more.

And that’s why Drayton and his friend Malcolm Auld once created this definition of Direct Marketing:

The art of losing money in very small amounts … so you can make it in large amounts.

If you’d like me to help you with your testing – or any part of your marketing – just email me.

Of course if you don’t want my help that’s fine too. But please do test.