Do It Wrong Quickly might strike you as strange advice, but interviews with leading Internet marketers reveal it as a common theme.
Instead of killing yourself as you spend months obsessing over everything that could go wrong with your new campaign, it’s cheaper, faster, and more effective to just try something.
Marketers have become careful over the years, because getting a TV commercial wrong is career death. Because it costs so much money, requires so much lead time, and is so hard to change, TV advertising is the pinnacle of the “do it right at all costs” approach.
But the Web is different. All digital media is different. You can buy paid search ads today and change them tomorrow if they’re not working. Experimentation and fast changes are the only way to find out what’s right:
• Listen to what your customers say.
• Watch what your customers do.
These changes are not easy in many companies. Careers are ended with big mistakes, so admitting you don’t know what customers want and you’d like to experiment to find out—that might seem like a career-killing move. Do It Wrong Quickly is full of practical advice and stories from leading marketers on how to change the way your company does its marketing.
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