Chapter 20

Test, Track, Modify, Repeat

If you have established a goal for yourself and you've been taking consistent and massive action, but you find you are not getting the results you want, you should know that continuing to do what you're doing is most likely not going to get you where you want to go. In fact, it is proof that you may be crazy. My source on this is Albert Einstein, who said that “continuing to do the same thing over and over again and expecting a different result is the definition of insanity”!

So the question for any true superhero is: Are you willing to course-correct? Are you willing to notice whether you are getting closer to what you want and make minor or major shifts in the actions you are taking to achieve your goals? And here's a question that's just as critical: Are these adjustments course corrections consciously designed to keep you on course or distractions that move you further away from reaching your goals?

For a marketing specialist, one of the key things in analyzing whether an advertisement or campaign is working is to use the following formula: test, track, modify, repeat. It's a great tool for advertising, and it's a great tool for life, too.

Here's how it works online. You first establish a baseline, or control, and then you perform a test. This could be an A/B split test of two website landing pages with different headlines, so you can track which version of the website page (also known as a landing page) performs the best. Once you've ...

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