In his profoundly intriguing book, The Black Swan: The Impact of the Highly Improbable, Nassim Nicholas Taleb points out we humans have a tendency to confirm what we think we already know. That got me to thinking about how much some people must test response rates in order to support assertions on which a campaign is based. Taleb suggests we would do well to prove ourselves wrong sometimes.
Whether people use test results to support real or imagined marketplace realities, I have to give credit to marketers who dedicate themselves to challenging their assertions.
Wanting to get as close to true reality by reading the marketplace ongoingly makes for more relevant messaging. I recommend Taleb’s The Black Swan to you. Parts of it will make your head hurt. Significant pieces of it will apply to Internet and Direct Response Marketing. Still other parts are thoughts you might have had yourself without saying so. I finished the book weeks ago but still think about it. LC