Half My Ad Money Is Wasted, Scientific Advertising
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Half My Ad Money Is Wasted, Scientific Advertising
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A retail owner spends real money across Facebook, radio, print, and Google, and can't say which channel brought in her last twenty customers. Brian and Dave reframe "how do I spend smarter" as "you can't see," and get into the measurement-and-testing discipline Claude Hopkins formalized in "Scientific Advertising" in 1923 — making every channel raise its hand, testing one variable at a time, setting the sample size before you start, and reason-why copy. They also cover the honest limits: testing needs volume, and it optimizes the choice in front of you, not the choice you never thought to make. Monday Move: pick your single most expensive channel and give it one way to prove itself — a unique code, a dedicated number, or a landing page only it points to.
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.