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The flaw in the A/B split test challenge

September 29th, 2017 by Bob Bly

One of the most nonsensical — and fairly common —
conversations in marketing goes something like this….

The ad agency or copywriter submits a promotion.

The client says, “I don’t like it.”

The copywriter gets his dander up, bristles, and says
belligerently:

“It’s very strong. Test it.”

The client refuses.

The copywriter goes on Facebook and says:

“I have a stupid client who refuses to A/B split test.”

Other copywriters chime in and say the client is stupid.

But … in fact, he is not stupid.

A lot of the time, the client is well aware that the A/B split
test is the only legitimate way to test a promotion.

The reason this is true about A/B splits is because only a
marketing test definitively determines whether the copy is strong
based on results, and not on subjective judgment.

But despite this fact, subjective judgment will always be part of
the process of developing marketing campaigns. Reason:

Before your copy can be tested in an A/B split, the team has to
agree on pricing … offer … theme … bonuses … lists … the “big
idea” for the promotion … the headline … the lead … and more.

“Pre-test” and screening of what to ultimately prepare and test
for real with money has to come down to subjective judgment.

Now, you’ve heard the old expression, “Opinions are like
A-holes; everybody has one.”

But of those opinions, the one that counts the most in addition
to the copywriter’s is the client’s, because he is paying the bills
and putting his money on the line.

And having the final say does not make him an A-hole. Far from
it.

Fact of the matter is, you may know more about copywriting than
your client (although in some cases, not).

But the client almost certainly knows more about his business
than you.

Therefore, his instincts and opinions should be considered
carefully, and never ignored or dismissed by you out of hand.

Now, if you feel strongly that nothing beats your copy, and
client criticism annoys you, start your own online information or
merchandise marketing business.

When it’s your business, you can run all your copy exactly as you
wrote it.

But if having the final say is paramount, you should only be an
entrepreneur who writes his own copy.

And not a freelancer writing for copy for clients.

A number of copywriters have made the transition from doing
client work to 100% writing copy for their own products.

Nothing wrong with that. More power to them. I know several, and
a few are almost militant about why theirs is the smarter
copywriting path.

As an ancillary income stream, I also write copy to sell info
products I publish online.

And it by itself generates a six-figure annual income we could
comfortably live on.

But that’s not the way I roll.

Writing copy for clients has pleasures and intellectual
challenges I maintain you simply cannot get from writing only
about your own products.

And as a contract copywriting freelance, I absolutely love the
wide variety of products, services, offers, industries, and
markets I get to write about and for.

It’s more fun than I can shake a stick at.

So overall, no complaints — though on rare occasion I may grumble
a bit.

But for nearly 4 decades, I have been primarily a traditional
copywriter working for clients.

And secondarily an info marketer, book author, consultant, and
speaker.

That’s where I want to be in my copywriting business.

And as I have done what I wanted to, likewise, you should do what
works for you.

As the late, great David Ogilvy said, quoting an old Scottish
proverb:

“Be happy while you’re living, for you’re a long time dead.”

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This entry was posted on Friday, September 29th, 2017 at 9:35 am and is filed under General, Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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