Is your message testing just throwing random ingredients into a pot and hoping it tastes good? In this no-holds-barred episode, the boys tackle the chaos of message testing and why most PMMs are doing it wrong. From useless A/B tests with tiny sample sizes to executives demanding "just one more tweak," we dive into what actually works. Tune in for laughs, practical frameworks, and why your mom's cooking method isn't a valid messaging strategy. We're covering:
Why A/B testing is the "let's not commit" cop-out of marketing teams
The one-variable rule: why testing multiple things at once is destroying your results
The critical difference between message testing and A/B testing that most marketers miss
How to build a message testing framework that gets leadership buy-in immediately
If you've ever sat through a meeting where someone suggested "Let's A/B test it" for a campaign going to 150 people, this episode will either validate your frustration or completely change how you work. Either way, your next messaging project just got a whole lot more effective.
Timestamps
01:39 Question: How Many PMMs Actually Test Messages?
02:31 Why A/B Testing Is Often the Wrong Approach
04:00 Statistical Significance and Sample Size Problems
05:58 Testing Text vs. Testing Visuals
06:05 Messaging as Strategy vs. Tactical Implementation
09:01 Differentiating Message Testing from A/B Testing
12:15 The Commitment Problem in Marketing Decision-Making
16:16 How Trade Shows Can Validate Positioning and Messaging
19:45 Message Testing to Define Product Uniqueness
22:00 Eric's Process Misstep: Jumping to Experimentation Too Soon
27:45 The Scientific Method in Message Testing
29:01 The Gumbo Analogy: Why Most Marketing Isn't Replicable
34:15 Isolating Variables in Message Testing
35:36 Building a Strong Hypothesis Framework
38:25 Gab's Message Testing Resources (Message Market Fit)
41:30 The ROI of Message Testing and Business Consequences
44:35 Final Thoughts and Key Takeaways
Show notes:
Victoria Rudi's Messaging Frameworks
Message Market Fit - Gab's resource for message testing frameworks and templates.
Freckle.io - The Clay alternative talked in the example
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