We associate Edison with the quintessential example of an entrepreneur – yet not everyone realizes that while successful, his legacy is not about success but perseverance through failure.
Let’s explore Failing Yourself to Success
As we said in our very first article, well-placed, and controlled focus will go a long way ensuring success. And, as Edison talked about many times, a failure (in our case: a negative answer) is just another step closer to success (a positive answer).
Because of this, our focus is now on teaching you how to handle negative feedback and turn it into your best asset.
Know your enemy
Naturally, being successful in converting your prospects into customers is something we all strive for, but even a negative response is a response that’s capable of providing valuable data.
When you get no feedback, when you forget to establish the tools that’d gather data and so it falls into the ether is when you have a problem.
Evolution, not Revolution
No product is perfect, and no business is finished. It’s not hard to accept, then, that marketing — the front-end of your business — is just as fluid and evolving as other parts.
Not making a sale isn’t the biggest mistake a business can make Click To Tweet; it’s not making a sale and ignoring the prospect’s reasons for it. Those who don’t, can still go wrong in many ways, but even bad decisions made from the wrong data is better than no decision and no data at all. You are starting to get how you are failing yourself to success, stay with us.
So the first thing you need is to ensure that whatever happens in your funnel, you get something out of it. Not necessarily revenue, but some form of feedback or data that will help you evolve further.
And the way to do that is through systematic, continuous testing.
In this article, we’re covering the three most important qualities of testing you need to establish in order for a reliable and useful process: scope, method, and progress.
Just as importantly as focus tells you what to do, scope defines what you should and shouldn’t do. In terms of testing, it establishes what will and won’t help you from the data you collect.
Make it as big or as small as you like: the scope depends on you. But once you decided you can’t change it, or your results will be skewed, and decisions made from them mute, if not downright harmful.
Very similarly how you defined your focus and goals when you set out to create your landing page, scope precedes your actual testing process.
After you defined your scope, you’ll be faced with evaluating the tools you use to conduct actual testing.
Both the datasets you gather and the tools you use to analyze them create decisions: commitments that lead to a certain set of rules, a certain set of perspectives.
It’s needed because no decision can be made without discarding certain insights and focusing on those that can deliver more value. But losing sight of this fact can jeopardize the testing process, and cloud your judgment.
Don’t be afraid to discard data that’s not useful Click To Tweet, but never assume your tools and decisions are perfect or final. Think of your method as an evolution on its own: it requires testing just the same as everything else, and it changes over time.
The data you gathered is the first piece of the puzzle. At first, it’s just data, then — given a sufficient amount and context — it becomes information, and information is what you use to make your decisions.
After establishing your scope and defining your methods you’re equipped to begin the endless cycle of testing: action and reaction of your market and your business, trading places depending on where you are within the cycle.
Evaluating your progress is partly organic, coming from the tools you use and the scope you’re looking at, but can be still tweaked and adjusted in an agile way. Sometimes you speed up, and skip a few steps, sometimes you need to slow things down, and evaluate the same things multiple times. They are all part of failing yourself to success.
Testing is not a process: it’s a form of communication
It’s worth repeating –Testing is not a process: it's a form of communication. Click To Tweet
In the same way, you wouldn’t abruptly cut off a conversation with a customer, you cannot regard testing as an isolated process within a bigger cycle.
Testing is the lifeblood of any growth in a business. Communication with your market is largely non-verbal, conducted through the channels established and monitored by your testing tools — and so you need to keep it open all times.
Most people understand the need to listen to their customers, but many fail to understand what that means and ignore feedback because they’re not equipped to receive it.
You can’t rely on lengthy reviews or direct communication from your customers, no matter what form that takes. But you can and must rely on the feedback they’re still constantly giving you by continuously gathering and evaluating data from the myriad decisions they make, even when they choose not to make one.
Experience Is Key
We’ve said this before: the momentary loss of hiring outside professionals pays for itself ten times over through the value they bring in with their experience. Because of how important and influential this process is, intuition alone won’t get the job done, and so the importance of experience simply cannot be over-valued when it comes to testing.
Analyzing the data, making fast decisions and recommendations, and having a strategic understanding not only creates the communication channels you need, but also an example you can adapt and take advantage of in all areas of business.
Sounds too much of a hassle? We hear you.
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