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.”
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.
October 2nd, 2017 at 10:40 am
I like your writing style! I’m always enjoying reading your articles and notes. Will you be so honor and read my writing piece as well?
https://supremedissertations.com/custom-dissertation-help
October 24th, 2017 at 2:58 am
I have been primarily a traditional
copywriter working for clients. geometry dash game
November 4th, 2017 at 7:03 am
John arnold is an academic writer of the Dissertation-Guidance. Who writes quality academic papers for students to help them in accomplishing their goals. Marketing Dissertation Writing Service
January 20th, 2018 at 3:01 pm
February 2018 Calendar word
January 31st, 2018 at 2:18 am
Choose best tower fan in India to beat the summer and get super cool with best and branded tower fans and with Comparisons.
March 31st, 2018 at 10:33 pm
I have had a lot of harvest after watching this article from you! I feel it interesting, your post gave me a new perspective! I have read many other articles about the same topic, but your article convinced me! I hope you continue to have high quality articles like this to share with veryone!
April 10th, 2018 at 10:05 pm
Thanks for sharing.I hope you continue to have such quality articles to share with everyone! I believe there will be many people who share my views when they read this article from you!
April 12th, 2018 at 8:03 am
Many thanks for this amazing post! It’s really helpful for me.
June 9th, 2018 at 1:47 am
To promote business marketing is the good thing. The products should be ideal and fresh. Good products should be sold. They should have proper idea about the business and the product. They should be well firm in selling the product.private tours washington dc
August 18th, 2018 at 1:21 am
If you really need one of the best solution to access on ecommerce product upload outsourcing services so you may make use of Product Data Entry this hub and can easily move ahead towards your work. Have a visit for once.
August 29th, 2018 at 3:34 am
I have read through other blogs, but they are cumbersome and confusing more than your post. I hope you continue to have such quality articles to share with everyone! I believe a lot of people will be like to read this article!
August 30th, 2018 at 3:28 am
The burger is one of the most liked snacks items for many people. http://www.mybkexperience.com is the leader in making and selling such mount watery snacks item.
October 25th, 2018 at 6:40 am
Thank you for the free gift code generator excellent article.Great information, your post free gift code generator is really awesome!Thanks for free gift codes generator posting such a nice blog.
January 26th, 2019 at 1:55 am
In this article, we are going to discuss various topics about MetroPCS with some information and instructions.
metro pcs bill pay |
metropcs payment |
metro pcs payment |
metropcs pay bill
January 29th, 2019 at 8:50 pm
The articles you share, it is very detailed and meticulous, I hope you will have more interesting articles to share with readers next time.
candy crush soda
March 14th, 2019 at 4:44 am
Thank you for posting such a great article! I found your website perfect for my needs. coolmath last horizon
March 14th, 2019 at 4:45 am
I think this is a really good article. You make this information interesting and engaging. cool math games parking
March 26th, 2019 at 6:19 am
Thank you so much for sharing this pretty post, it was so good to read and useful to improve my knowledge as
best free sports streaming sites
April 17th, 2019 at 9:51 am
bovaj mast blog chhe aa mane bau gamyu. downloadbyme.com
June 19th, 2019 at 2:31 am
I have read a lot of articles, but for your article, it left me a deep impression, thank you for sharing.
July 4th, 2019 at 6:33 am
It’s a nice article. I really like it. I like your writing style. hostsailor I’m always enjoying reading your articles and notes. From this article, we can understand the flaw in the A/b split test. Thank you for share it with us.
July 10th, 2019 at 7:24 am
Thanks for sharing visit this website: https://www.cngedele.com/bimetallic-lugs/
July 12th, 2019 at 9:04 am
helpful tutorial. directx-12-download-for-windows-10
September 15th, 2019 at 11:25 am
After visiting https://topspyingapps.com/ I know more about using spy apps. It’s really important to know in modern world
November 12th, 2019 at 2:47 am
What about indigo kids? What kind of phenomena is that and what they can offer to the world?
November 13th, 2019 at 10:00 am
If you are looking for best information on how to spy on your wife cell phone then visit here https://bestcellphonetrackerapps.com/how-to-catch-a-cheating-wife/
December 16th, 2019 at 7:25 am
I have read the article on The flaw in the test challenge. This is actually a conversation in the market. This is always a part of the development of the markets. http://realestatephotoservice.com The conversation here is really funny. The author explains about the market strategies.
January 7th, 2020 at 12:23 am
Having read this I believed it was really informative. I appreciate you spending some time and effort to put this content together. ttps://www.sociogramics.com/csub-blackboard/ I once again find myself personally spending a significant amount of time both reading and posting comments. But so what, it was still worth it!
January 12th, 2020 at 5:32 am
By the way, information from https://prohighgrades.com/blog/how-to-calculate-grade-point-average will help you to learn How to Calculate Grade Point Average. I had such experience few weeks ago
January 17th, 2020 at 1:06 am
Excellent and very informative article, thanks
January 21st, 2020 at 4:27 pm
Do you know that nowadays you can really save your time and hire the expert writing services that will work with your papers.
March 9th, 2020 at 5:16 am
The best part in the run game series. Let’s play run 3 on Android and iOS.
August 14th, 2020 at 12:45 am
You must have a recent purchase receipt from with Survey invitation.
You should have a basic understanding of either English, Spanish, or French.
You Should Have a Personal computer, Laptop, Mobile with good internet access.
https://surveyexpert.info/foot-action-survey/
August 19th, 2020 at 5:34 am
Activate Commonwealth Debit Card is required if you received a Commonwealth Debit Card recently. If you want to use your Commonwealth Debit Card for the first time then you need to activate Debit card first.how to activate my new commonwealth debit card
https://debitcardactivation.com/commonwealth-debit-card-activation/
October 6th, 2020 at 1:36 am
Hollister Survey asks all participants to rate and review their visit experience with Hollister service, price, environment, staff, cleanliness, and many other points. Hollister Customer Survey takes all your feedback and will try to implement it to improve its guest satisfaction.
October 21st, 2020 at 4:57 am
The article is a good one. thomasdennis
November 10th, 2020 at 4:30 am
Very good post. Lots of information mentioned in this blog. Thanks for sharing here. html
November 10th, 2020 at 4:32 am
Very good post. Lots of information mentioned in this blog. Thanks for sharing here. html
December 23rd, 2020 at 4:34 pm
Wow so nice Amazing post, thanks for sharing this article.
sad poetry in urdu
January 4th, 2021 at 11:16 pm
Pretty good post. I just happened to see your blog and wanted to say that I really enjoy reading your blog posts. I hope you will post again soon. Thank you very much for the useful information.
January 4th, 2021 at 11:17 pm
You have created so many great articles here, that I have read yours a few times. Much of your opinion is consistent with my opinion. This is great content for your readers. Please continue to share!
Xem thêm v? v?n b?n ngu?n nàyNh?p v?n b?n ngu?n ?? có thông tin d?ch thu?t b? sung
January 7th, 2021 at 4:26 am
Thanks for the information. Keep sharing this type of thread.
January 11th, 2021 at 4:11 am
Floyd Joy Mayweather Jr. is an American professional boxing promoter mayweather vs logan paul purse and former professional boxer. He competed between 1996 and 2015, and made a one-fight comeback in 2017.
March 5th, 2021 at 1:07 am
TalkToFridays: How about getting the chance to receive a TGI Fridays Coupon for Free Entree Meal next time you go to TGI Fridays outlet just by taking the TGI Fridays Survey?
June 1st, 2021 at 4:10 am
Are you ready to share your feedback with the Nebraska Furniture Mart to win a $1000 gift card? Cause these Nebraska Furniture Mart will get your feedback by
June 11th, 2021 at 2:19 am
We are dedicated to the breeding of the finest quality, sweet-tempered rough-coated pug puppies at the most reasonable prices. We take great pride in the feedback received from purchasers of our puppies that their puppies have very social and friendly adult dogs. This provides us with the necessary incentive to continue breeding these wonderful, loving and loyal companions.
https://pugslandbreeder.company.com
https://frenchiespugpuppy.com
June 12th, 2021 at 1:43 am
All of Pitbull dog and puppyflea treated, health certificate, genetic health guarantee, and AKC registration papers. All new families are required to sign a contract that includes a basic health guarantee and a 3 year genetic health guarantee. They have been raised in our home around small children, kittens and dogs of every size to help them develop well round personalities accustomed to daily home activates. We encourage families to ask question and to stay in contact with us.
All puppies sold as pets will go home spayed-neutered! We also sell puppies along with breeding right. Note this will include an additional fee.
https://pitbullbreeder.company.com
June 17th, 2021 at 1:44 am
Love Books-A-Million books, toys & tech, including ebooks, movies, music & textbooks? How about the service you received during this visit? Books-A-Million looks forward to your feedback that will help them to keep improving.
June 17th, 2021 at 3:28 am
Every morning when I wake up, I play the cookie clicker game. Bake a cake and feel the morning! Have a good day!
June 24th, 2021 at 2:48 pm
Throughout the years, I often had one, two, or three exotic kittens and the occasional litter of gorgeous Bengals, Servals, Savannah and Caracal kittens.
https://savannahbengal.company.com/
November 16th, 2021 at 2:16 am
The Department of Backward Class Welfare has started disbursing Pre-Matric and Post-Matric Scholarships online through the ePass initiative, ts epass which is one of the government of Telangana’s major welfare policies aimed at improving students’ educational opportunities. The system connects numerous welfare departments, the Treasury,Colleges, and Banks to grant scholarships.
January 12th, 2022 at 1:33 am
Wisdom Pharma offers you all the best selfcare products in one convenient place, such as their best anti aging cream in Pakistan. So, buy from Wisdom Pharma and get high quality Anti-Aging Cream online. Wisdom Pharma brings the best Anti-aging creams in Pakistan. Prevent premature aging today.
January 13th, 2022 at 7:54 am
Gaba.pk offers not only the greatest collection of rugs and mats in Pakistan but also a wide variety of home accessories. Gaba has a great collection of leather dustbins online. Bring your house together with our amazing dustbins, available online.
January 18th, 2022 at 12:29 pm
MCA Live Transfer Leads professional guarantees to deliver Qualified MCA Aged Leads with precise and updated knowledge prepared for conversion. Qualified MCA Leads.
February 3rd, 2022 at 7:03 am
Wisdom Pharma offers you all the best self-care products in one convenient place, such as their Vitamin-C serums So, buy from Wisdom Pharma and get all the Vitamin C you need online. Wisdom Pharma brings the best Vitamin C serum prices in Pakistan Prevent ageing with Vitamin C today.
May 24th, 2022 at 4:34 am
I would thoroughly recommend this water filtration system completely.Absolutely awesome Article.l I could see how each stage works and its actually very straight forward.we are best industrial water softener and
water filter cartridge suppliers in uae All in all a great.
May 30th, 2022 at 6:40 am
Yes. The flaw is very apparent and some people don’t notice it. this really helps spread information. Des Moines wedding planner
June 17th, 2022 at 10:51 pm
run 3 , Thank you for taking the time to talk about it; I have strong feelings about it and want to learn more about it. Would you mind adding information to your blog post? It will really benefit all of us
August 23rd, 2022 at 11:27 pm
Hello, I read this nice article. I think You put a best effort to write this perfect wordle 2 numberle article
August 27th, 2022 at 10:19 pm
This will make not happen only to the extent same in as far many of years that ago is i would have like my to
September 6th, 2022 at 10:58 am
We understand how difficult it might be to complete an assignment. Maybe you’re trying to push into a new grade level ,maybe you’re having trouble figuring out how to organize your work or maybe you just have to speak about a subject that you’re having trouble grasping. When you are looking for online assignment writing services UK order with us, you’re working with some of the most experienced experts in modern academia. We have a huge team of professional writers who undergo rigorous tests before they start working for us
September 10th, 2022 at 4:18 am
Statistical significance is the best evidence that Version A is actually better than Version B—if the sample size is large enough. Fifty percent statistical significance is a coin toss. If you’re calling tests at 50%, you should change your profession. And no, 75% statistical confidence is not good enough either.
Any seasoned Online Book Writer has had plenty of experiences in which a “winning” variation at 80% confidence ends up losing badly after getting pushed live to a site and exposed to more traffic.
What about 90%? That’s pretty good, right? Nope. Not good enough. You’re performing a science experiment. Yes, you want it to be true. You want that 90% to win, but getting the truth is more important than declaring a winner.
September 21st, 2022 at 2:14 am
There are always amazing sale on brands on the Ndure website, bringing amazing footwear and apparel.
September 27th, 2022 at 12:04 pm
Flaw-in-the-ab-split-test-challenge is a short story about a man who has been chosen to participate in a physical test that would be the first step towards an operation to correct his severe scoliosis. The procedure is considered a medical miracle, as it would have saved the man’s life. However, as he is led into the surgery room, he begins to doubt the treatment.
October 21st, 2022 at 8:29 am
Sharing Tips : The wix logo maker tools didn’t need registration and provided a free SVG vector file for future usage with no need to pay, also high-resolution PNG is free as well.
October 30th, 2022 at 9:57 pm
Your feedback helps me a lot, A very meaningful event, I hope everything will go well fnaf security breach
January 27th, 2023 at 6:52 am
Best Shisha in Ireland offers you a wide range of shisha with flavourful drinks to go with it. Bring in your friends and family and enjoy the secluded atmosphere we offer you. We are offering amazing deals on drinks and shisha combos throughout the week.
March 14th, 2023 at 4:08 am
Copywriting for clients is enjoyable and intellectually demanding. I contend that you cannot succeed by writing just about your own goods.