Test, Measure, Adjust, Repeat

There are many ways to figure out whether something works, and they all start at the same place: an idea.? You’ve heard about throwing spaghetti up against the wall to see if it’s ready to eat.? It’s often used as an expression of trying a blind experiment. But really’ it’s a time-tested way to see if you have cooked your pasta enough.

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It started with the idea of pasta.? You had it in the cabinet, and it sounded good, so you cooked it.? If it sticks, it’s ready. Pretty simple metrics. It’s a yes or no answer for that one.

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When you are looking at a business process, there are more things to consider.? What kind of response is your marketing getting?? How do you know if something is working?? To a certain extent, you need to make up your measuring system as you go along.? Your market and its needs may change, or you may learn things about your market that you didn’t expect to learn, for instance.?

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What kind of information does your market respond to, and in what way? You may find that your market is interested in things you did not expect.? One of my clients was surprised that she got more response to her posts that mentioned data points than other ones that centered on case studies. This is an example of testing by putting things out there, measuring the responses, and adjusting the information flow.

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Once you have done this, you will repeat it continually as you refine your messaging. Your company will change as you add new services or products, or remove some of them.? Your message flow must be dynamic and flexible, to show what that process is doing for the needs of your market.

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Creating messages that resonate in the market is an ongoing series of experiments and testing to see what works and what doesn’t.? I’ve been doing it for a while, and I have some ideas to share with you about that process.? Want to have a conversation?

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