Read e-book online Prove It before You Promote It: How to Take the Guesswork PDF

By Steve Cuno

ISBN-10: 0470381183

ISBN-13: 9780470381182

ISBN-10: 0470406178

ISBN-13: 9780470406175

Combining difficult technology and advertising perform, turn out It prior to You market it attracts on advertising case reviews and medical facts to assist sellers get rid of bias, emotion, and customary cognitive blunders so one can make higher, evidence-based advertising judgements. This ebook explodes the most typical and dear advertising and marketing myths and attracts on actual, confirmed technological know-how to bare how humans truly behave within the marketplace—and how one can use that on your virtue.

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Additional info for Prove It before You Promote It: How to Take the Guesswork Out of Marketing

Example text

The odds do not favor gut intuition. In many cases, gut intuition has less than a 50 percent chance of being right.  If you trust gut intuition more than evidence, you ex- pose your marketing budget to unwise and unnecessary risks.  It’s not uncommon for luck, selection bias, and other factors to mislead people into believing their gut is right most of the time.  As distinguished from gut intuition, you may be skilled at reading clues. Even this is not an exact science, and it has its risks.

Note the words tend to. For every ‘‘tends to,’’ there is an exception. Seminar registrations tend to plummet in July and rebound in September. Direct response TV spots tend to sell more from Friday through Monday, whereas direct response mail tends to sell more from Tuesday through Thursday. The random successful July (or poor September) seminar turnout, the successful direct response spot on Wednesday, and the successful mailer arriving on Saturday don’t undo the trends. Do not let an exception needlessly usurp your rule.

And when the boss kills an idea, there’s no opportunity to learn whether the idea would have worked. Information can fail to reach us even when no one deliberately suppresses it. If you believe your advertising is producing sales but no one can verify its actual effect at the cash register, you really don’t know whether it’s working or not. You just think you know. But maybe, just maybe, your gut intuition is right most or even all of the time. Not all people who believe they have an infallible gut have counted wrong or are underinformed.

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Prove It before You Promote It: How to Take the Guesswork Out of Marketing by Steve Cuno

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