We're Not Marketers
Why most message testing is complete BS (and how to fix it)
Mar 27, 2025
Tired of ineffective message testing? This discussion uncovers why many product marketers are missing the mark, with only 30% ever testing messages correctly. A/B testing is deemed a cop-out, while testing multiple variables is likened to chaos in the kitchen. Discover the crucial distinction between message testing and A/B testing, and learn how to craft a framework that gets buy-in from leadership. Plus, enjoy hilarious analogies about cooking that parallel the frustrations of marketing clarity. Get ready to refine your messaging strategy!
38:52
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Quick takeaways
- Only 30% of product marketers have effectively tested messages, primarily relying on flawed A/B testing practices instead of deeper message understanding.
- Effective message testing requires clear hypotheses and systematic approaches to isolate variables, enhancing clarity and alignment with market needs.
Deep dives
The Misunderstanding of Message Testing
Many product marketers have not engaged in effective message testing, with estimates suggesting that only about 30% have tried it at least once in their careers. A common misstep among marketers is leaning heavily on A/B testing, which often lacks the necessary volume and contextual understanding to yield meaningful results. This episode emphasizes that A/B testing may be misapplied as a go-to solution for various marketing issues without considering whether it is appropriate for the specific context. The speakers argue that message testing should focus on understanding the nuances of messaging rather than merely confirming superficial differences.
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