Business owners have a nasty habit of trying to solve their problems by going from point A to B by ploughing through the rest of the alphabet first…
An old artist friend of mine always had some weird virus on his computer.
He tried everything to get rid of it. Until eventually he took the nuclear option and wiped out everything from his computer. And re-installed windows.
And guess what… the virus kept coming back!.
He started a weekly ritual of wiping his computer clean and reinstalling it hoping to get rid of the plague in one of the cycles. But it never happened.
The problem, was the virus was in the software he used for his artwork. And each time he re-installed the software, he re-infected his now clean system.
I tried explaining it to him, but he wouldn’t listen.
To him, the nuclear option was more efficient than simply cleaning up the source of the problem. Wasted effort if you ask me…
Moral of the story?
Sometimes when you have an ad not performing well, the problem could be smaller than you think. You don’t have to destroy the whole ad. The key is to test, so you can find what’s poisoning your conversions.
Tossing a whole ad out without testing what made it fail is just like making a 7 course meal, and tossing it all away because the pudding was shit. While everything else was 5 star. It’s a waste of resources and effort.
Even copy which seems dead may be brought back to life with a little tweaking
It could be the look of the copy in the ad space you bought causing prospects to tune out…
It could be the headline, which needs a minor tweak.
It could be offer, which needs to be sweetened to the point of giving any wallet a major case of cash-diabetes.
It could be the way the product’s benefits are explained.
You’d be surprised how often a good ad is murdered by a small issue.
Till the next wave of madness.