In celebration of my half-birthday (I only have 6 months left of my 20s - feel free to send me a present if you are so inclined)…

Round 4 of CMO Strategy:

Testing Marketing Assets

As marketers, we all know we need to be testing 24/7.

I also am 100% confident that 99% of you are not testing enough.

I’ve worked with a lot of the top dawgs in the coaching industry (like Closers.io, 0 Percent, and Agency Lab)…

One of the reasons these companies make 8 figures is because they are much more aggressive on testing new offers, new ads, new angles, new creatives…all of it.

Rapid-testing is SUPER key.

So today I want to break down my framework for doing it.

Let’s dive in:

All Tests Start on Organic

Don’t just launch a new funnel without having some sort of validation.

A full product launch is a ton of work and you have no clue if it’s worth the time.

I test all new offers on organic channels FIRST.

Drop IG stories, send an email to your list, gauge the result, then make a decision if it’s worth investing time/energy into.

I’m a huge fan of simple 1 line emails like:

• “Want us to launch your ads DFY?”

• “Want to work 1 on 1 with me to build your online fitness coaching business”

• “Want to gain access to my own personal team for [insert xyz reasons]?”

You’re not testing the copy, you’re testing the idea and whether or not it has “legs” to it.

Ideally you want to make money on it first before rolling it out to ads.

Test Ads on Warm Traffic

If an offer works on email/IG, I would recommend launching some ads to warm traffic (can roll it out to cold traffic later).

When I launch ads, I like to do the following:

• test 4 ads (I.E. 4 different pieces of copy)

• test 4 video ad scripts (I.E. talking heads)

• test 2 banners (I.E. the text above the video script)

If this is a completely brand new offer that’s completely unrelated to existing offers…

An easy method is to film a quick 2-3 minute VSL and launch ads to that.

Don’t go overboard here and spend the next month writing this - we want to test this out pretty quickly.

I like to drop a very direct offer in the short form VSL to make sure prospects coming through are fairly high intent.

When I worked for Jeff Sekinger’s team at 0 Percent, we did this all of the time.

We’d test an offer out for a month or two with a 2 minute VSL. We probably went through 5 of 6 of these over the span of a few months.

Eventually one popped off and scaled to $4M/mo relatively quickly.

That’s the power of having good testing protocols in place.

Test New VSL’s

If you’re able to get a few sales in on IG organic/email/warm traffic…

I would start working on a full VSL for it.

Right now I like quick VSL’s on the b2b side (I.E. 5-7 minutes).

I typically do long form on b2c offers (20-30 minutes).

My diagnosis here is that business owners are generally much more efficient decision-makers.

Their time is valuable and they want you to get to the point (because they don’t want to wait around for 30 minutes for a sales pitch).

Whereas on the b2c side, we’re living in an era of major distrust. Nobody trusts ANYONE anymore.

I like long form, indirect, high curiosity style VSL’s at the moment.

These are a bit tougher to crack in my opinion…but once you crack it you can ride that marketing asset for a VERY long time.

Also…

It’s SUPER key on VSL’s that you have email follow up dialed in along with setter followup.

Unless you’re a BANGER copywriter (I know I’ve got a few on this list but it’s probably not the majority of you), then you’re going to be banking very heavily on email+setters working in tandem with your VSL.

So that’s my general testing framework.

There’s more to this which I’ll dive into in the future, but I’m heading out to dinner in a sec.

Random side note - there’s minimal feedback loop on email (unlike social media where you have likes and comments).

So if you liked this email, shoot me a reply back. I always enjoy hearing from y’all.

Also, I know I’ve been saying this for forever but I’m FINALLY relaunching my YouTube channel this week.

If you have ideas for videos you’d like to see, let me know and I’ll get it filmed.

• D

P.S. My other email newsletter, the Future of Disruptive Tech is almost to 10,000 subscribers. Want to learn more about Virtual Reality, AI, Crypto, and other crazy shit that’s going to completely change the world in the next few years?

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P.P.S.

I own an ecom brand called Sovereign that I have put basically zero effort into over the last few years. It’s literally made 2 sales lol.

One of my friends was recently making fun of me because I’m a “2 figure ecom brand owner.” If you’d like to make me a “3 figure ecom brand owner” click this link and purchase a shirt now.

I’m planning to build out another email list for buyers of this brand where I talk about second passport attainment (hopefully sometime in the next decade I’ll get around to it).