You can't fail at marketing

In this podcast episode, the speaker discusses the importance of creativity and perseverance in marketing. They emphasize the need to approach marketing with multiple ideas and a willingness to learn from any setbacks. The speaker also explains the concept of split testing, which involves testing different aspects of marketing to determine what works best. They provide examples such as testing different videos, landing pages, angles, and ad elements. The speaker advises against relying on a single creative and suggests constantly testing and replacing underperforming elements. They also highlight the importance of complying with platform terms and conditions. The speaker concludes by discussing the structure of split testing, starting with macro-level items and gradually moving to more specific details. They stress the importance of changing only one item at a time to accurately attribute the success or failure of a test. Overall, the speaker encourages listeners to embrace creativity, Morning everyone, happy Tuesday. Welcome to the Grow Virtual Agent podcast. Today what I'm gonna talk about is why you can't fail in marketing. I'm gonna start talking about kind of what you need to approach, what mindset you need to approach when starting to market. I'm gonna do that quickly and then I'm gonna go into split testing. Why you should split test, how you should split test and what kind of split test you should make. I'm gonna talk about the structure of how to structure those split testing and then we're gonna finish off with kind of the logic behind all that. So the first two, I wanna say character traits that you absolutely need to understand when starting to market for your own insurance business is there's two things you need, one to which you can develop, or actually both you can develop is creativity. All right, so that's number one, being able to come in and approach a problem or put to the world multiple different ideas of the same message. Okay, so that's what I mean specifically by creativity. And the second one is the will to never quit. Okay, and understanding that when there's not such thing as failing, but only learning. Okay, so that's the first thing I wanna talk to you guys about and make clear that that's the case when advertising. And if you don't have those two things, well at least work with someone that can come in and give you some kind of inspiration, talk to people. There's lots of things you can do, you can do surveys, you can talk to your customers, you can send posts to your customers, you can send posts to your families and say what they think, but never base your split tests off your friends and family. And that alleviates me perfectly into my second point, which is split testing, okay. What do I mean by split testing? What you're doing is you're putting it to the world multiple different aspects of marketing. Okay, and what I mean by aspects, there's multiple different things, you know, different landing pages. So you're gonna have to determine, you know, which possibly video works best on your landing page, which structure works best on your landing page, what angles, so when I say angle, for the people that don't understand is, in which way you're gonna persuade your message, in the best possible way, I can probably say that. So which angle you're gonna approach your audience with, okay, and then obviously the ad, right. So the image, the ad copy, the headline, those are all things in your marketing that you can split test to find what works best, okay. And the best way to do that is by putting it against, sorry there, got my alarm that rang off. So the best way to do that is to put it against each other. So by being able to put and compare these different aspects of marketing together, then you can tell which is best by having the platform put it out there to the world, and based on how it interacts with people in the wild, not your friends and family, but people in the wild, your target audience, you can determine which item is best, okay. Now, you know, whenever I go into a marketing campaign, let's say I wanna advertise for a specific product, an insurance, I will make sure that the person I'm working with, or, you know, we're working together on this, she or he can send me multiple, multiple different videos, creatives, images, okay. So I usually all create the images, but if it's a video that I need from the person, what I'll do for them is I'll create three, four, five different scripts, which are different angles, and then have them read it, or record it multiple times, because sometimes just your tonality the way you say the words will affect the results of the video, okay. So usually I'll have them record two to three videos on one specific script, let alone, you know, multiple scripts that they have to record, okay. So that way what I can do, and that includes different backgrounds, that includes different ways, you know, different ways to start the videos, different hooks, okay. So there's a lot of things that you can do. So split testing different hooks is very important. Certainly on platforms which are very reactive, like TikTok, where the first five seconds are crucial to the success of your videos, okay. So I wanna make sure that you guys understand that when you're coming into a campaign, that you have lots of assets to work with, okay. And you're gonna outbeat any other professional department that has a creative design team, but they only put two ads out there per month, okay. Versus if you're a creative design team, versus you and I, where we're split testing 10 to 15 a week, we can get the places 10 times faster than they do, okay. Despite maybe not having the best quality images, the best quality production video, you're gonna find a video that hits way sooner. I can tell you that. It may take longer, it may take more attempts, but if you're doing it 10 times more than them, you're gonna outperform them any day, okay. So it doesn't matter that you hire someone on Canva, or you hire someone, you have someone on your payroll that does this kind of stuff. You have to understand that it's not a one-all be-all, not because it's a good quality image or video, or you've had a copywriter write your text one time, that that should be the only one that you work with for the next six months, okay. Because it will exhaust. And if it does exhaust, then you wanna be able to have something else that you've already been testing before to quickly put it in there so that you're not stale at any moment in time, okay. So that goes to say that when you have something that actually does work, you don't just sit there and say, okay, I'm gonna sip coffee for two weeks and let this sit. You're gonna be testing other products all the time so that when they do exhaust, or when the metrics do go down against you, and it cuts into your margins, that you can come and quickly replace it with something else that you know works, okay. Now make sure that when you do that, that you remain compliant, okay. So always think, will that work with anybody that I know, or would that insult or misdemeanor anyone that I know in my circle, okay. So just be careful, read the terms and condition of the platform that you're advertising with to make sure that you're not violating that. And if you do, then don't worry, this will be a separate episode. But usually when you request a review, or simply just change the ad to vanilla, you should be good, and post it again, okay, you should be good. But so anyhow, and then what I wanna finish off with is the structure of your split testing. What I usually like to do as far as the structure and how I like to organize my split tests, I like to move at a macro level, okay, so with a wider net, and move into a micro level, where I get to more specific details, okay. What do I mean by that? Macro level items would be your videos on your landing page, it would be other items, maybe the color structure of your landing page, so bigger items, okay. Now granted, keep in mind guys, before I even keep going, when you're split testing, this is absolutely crucial, okay, and if it wasn't worth your time, this is gonna be worth your time alone. Make sure that when you're split testing, you only change one item at a time, okay. I can't tell you the amount of times I've personally done that, and seen other people do this, where you're gonna go and split test two different, complete different images, all right, to the wild, and consistently always test images against each other, but have completely different angles, completely different images, okay, because now when you do have a winning image, you don't know why, you don't know why, you can't attribute the success of one image to a specific item in the list, whether it's the angle of the whole creative, whether it's text, the ad copy, right, the headline, the image, you need to make sure that when you do split test any of these items, that it's one at a time, okay. So just to keep going what I was going at, start macro level, videos, landing pages, then move into, slowly into the micro levels, okay, so moving from left to right, the next thing, the next logical thing to test would be your angle, right, how are you gonna persuade your audience, okay. After that, most likely, your targeting, and then after that, once you split test that, then you're gonna go into really the micro level items, your headline, your ad copy, your images. So that way you don't work against yourself, all right. So start macro, go into micro level items, and that way you'll be working in one direction, and you know that whatever you do end up testing next, you're working on top of each other, so the results do compound in the long run, okay. So that's it for this episode. Again, you know, your creativity is very important here, whether it's with you, that you get that creativity, or you talk with others, you have a creative team, but make sure that if you do have, you know, someone else that does your creatives for you, that you don't rely on that one simple creative for the next six months, that you ask them to do five, or six, or even 10 different variations of what they've already done, so that you can maximize your results, okay. And please, please never quit. Everything you do is for you to learn, okay. As long as you consistently split test different items, one item at a time, and you do that for long enough, you will never fail, and I can promise you that, okay. So thanks for checking in, and I'll see you in the next one. Bye.