Most marketers test too many things at once: multiple products, dozens of ads, different audiences across five platforms. This creates noise instead of data. Pick one product and one platform, get it profitable, then expand from there.
Here's another marketing mistake I see a lot. Testing too many things at once. You've got too many chefs or cooks in the kitchen, right? And then you've got all this overwhelm of data that you actually then can't make educated decisions and understand what that's telling you. So here's a perfect example, right? Let's just take this black shirt. What ends up happening is they'll maybe, for the same black shirt, launch 5 different iterations of the shirt in different colors. For each one of those shirts, throw out 10 to 15 different ads. And for each one of those ads, they're gonna be targeting different people, demographics, individuals. What ends up happening is it's very difficult to actually see and understand where the result is coming from. Now take it one step further. Let's say that I'm still advertising the shirt and I don't really know if it's gonna be performing on Facebook or Instagram or Meta. And so guess what? And I don't maybe have a lot of budget to spend. So I'm gonna go and launch ad simultaneously on Google. I'm gonna go launch ad simultaneously on TikTok. I'm gonna go to all these other platforms and I'm gonna be spending $5 here, $5 here, $5 here. And I'm gonna have all these other products I'm trying to test, all these platforms that I'm testing on, and I'm really not getting enough data on any of them with any of the products I'm selling to actually scale. So that's my deal is figure out the lowest hanging fruit. Crack the code on one platform, on one product or offer. Get that scaled up to where you're making healthy margins, healthy profit. And once you have that, then get creative. You can afford to go test other things on other platforms and other offers and lose money on it. You just can't get overwhelmed with the data.
