Burning Your Hand – Bad stuff makes for a great teacher.

by David Bullock

When I talk to small business owners and ask them why they aren’t doing any online testing, I hear a few different reasons. (Or as I like to call them: senseless, wrongheaded excuses.)

The #1 reason I hear for small business owners not to test is because they don’t know how. Well, hello, let me introduce myself. I’m David Bullock and I can get you testing in less than a day.

The #2 “SWE” I hear is that someone has tried testing in the past…and they only achieved a 1% bump in conversion. So then they tell me “that’s not worth it”. And they tell me that testing wasted a whole whack of their time and no way would they go through that again.

To that I reply “1% is good!” and they look at me like I’m crazy.

You know what 1% is good for? Not sales, obviously, but a 1% uptick is great for one specific thing…it shows you what is NOT working. Think back to when you were a kid and you were in the kitchen with your mom.

She told you to not touch the stove, right? Probably more than once. And you heard her, and maybe never touched it. But you know who’s an even more compelling teacher than your mother? That little blister on your pinkie, from the time you tried to sneak a cookie out of the oven when your mom wasn’t looking.

That blister will teach you more about the do’s and don’ts than any mommy lecture ever could. Likewise, a failed test will teach you more about your market than any dissertation from me or any other marketing consultant.

You gotta get in there. You gotta stop the theorizing, the guessing, the hoping and start testing. Burn your finger a bit if you have to. It might be the only way to get to that cookie…and then the next one…and the one after that….



{ 2 comments… read them below or add one }

naim muhammad July 10, 2011 at 6:20 pm

Great stuff Dave! love the analogy of the blister on the pinky!!

naim muhammad July 10, 2011 at 6:23 pm

I ll be on board soon (with getting my message in the online space) and will be touching base with you on the testing piece.

be well.

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