Saturday’s weather forecast called for an unusually cold, windy, and chilly day. All week long in anticipation of this cold day, I was looking forward to trying a new chicken tortellini soup recipe.
Finally, Saturday arrived, and I was excited to try this new recipe.
I followed the directions… 4 chicken breasts, 3 stalks of celery, 3 peeled medium-sized carrots, 1 medium onion, 6 cans of low sodium chicken soup, and 3 garlic cloves. Hmmm, the recipe called for 3 garlic cloves, but I only had one. Not including all the ingredients exactly, should not matter much being most soup recipes are very forgiving and can be altered to taste.
So, I mixed everything in the slow cooker and let it cook for the next 6 hours. After 6 hours, I minced the chicken breast and then added pasta tortellini and let it simmer for another 15 minutes.
Another ingredient that I was concerned about was the onion. The recipe called for a medium onion diced, my onion was a very large size. Again, soup recipes are forgiving; it probably was not going to matter much, right?
So, now it is 8 pm, my wife and I have delayed dinner in anticipation of eating this soup all day.
I get the bowls out, pour in the soup, and then add a little salt and pepper.
We both take one bite….ugh! Yuck! This soup was gross and NOT what we had both been anticipating all day!
And now it is 8:15 p.m. there is no time to make a new dinner, and we were both starving.
So, we ordered pizza instead.
What Did We Learn And How Does Making A Bad Bowl Of Soup Relate To Marketing?
Well, the first thing I learned is the chicken was moist and tender, and I could break it apart with a fork when I was mincing it. So, the chicken was delicious!
The second thing I learned, from the very beginning, I was concerned about the size of the onion once I added it to the cooker. Even throughout the day, the onion was the overpowering smell throughout the house. So, when we tasted the soup, the onion still overpowered all the other flavors. In my analysis of what went wrong, this is what made the soup taste gross. Way too much onion!
The third thing I learned is the next time I will try using all three garlic cloves instead of just one.
The fourth thing I learned is that my wife felt bad because I had spent most of the afternoon making this soup and it didn’t turn out so well.
I, on the other hand, realized the mistakes that I had made with the onion but realized I still needed to fix the situation and come up with a meal for dinner at the late hour. My solution to fix the situation was to order pizza. We had a pizza within 15 minutes. Problem solved!
So, looking back on this whole new chicken tortellini soup recipe, I made notes of what I thought went well and also what I would do to improve the next time.
But how does cooking a bad bowl of soup relate to marketing?
Marketing Is A Series Of Tests Where You Are Always Trying to Improve And Get Better.
No matter if you are starting a new marketing campaign or if you have already an established campaign, you are always testing to improve and beat the best ad from the best campaign, known as the control.
Your control is your most successful marketing ad and campaign to date. Once you have your control established, then you are always trying to beat your control, because if you do, then your results from the marketing campaign will improve also.
When you start any new marketing campaign, you start with a hypothesis! The hypothesis can be simply a question such as “If I Change The Headline To ______, Will It Result In a Higher or Lower Conversion Rate Than The Control?”
Once you conduct the test, you look at the results and compare it to the control. You choose the option that has the highest conversion as your new control.
One other note about testing is you always have a start and end date to your test. For instance, if you are testing Facebook ads, you may declare…
…that “I am going to run this particular ad and test it for the next 5 days to see if it will beat the control.”
What Are The Ingredients Of A Marketing Campaign That You Test?
If I am testing different Facebook ad campaigns, the variables that I test the most are:
Audience – often the biggest variable on whether a campaign is successful or not is targeting the right audience. Targeting the right audience can be 40-60 percent of the success of a campaign.
Offers – Making the right offer is the second biggest variable to test in any marketing campaign. Having the right offer can be up to 40% of the success of a marketing campaign.
Headlines – Testing headlines is often one of the easiest variables to test to improve the results of a campaign, especially once you have established a control.
The Image Or Picture Of The Ad– With Facebook ads, the first thing that grabs your audience’s attention is the image, followed by the headline. If the headline resonates with the audience, then they will read the body copy. Testing different images is another easy way to improve results quickly.
Copy – The copy can make a huge difference in the success of a marketing campaign. Are you using long copy or short copy? How engaging is the copy? What is the call to action? What action are you trying to get the person to do? Testing different copy can improve the results of a marketing campaign.
Price– Price can often be the biggest determining factor when someone is getting ready to purchase. Optimizing the price of the product can make a huge difference in conversion rates and ROI. Because price can make such a big difference, it is often the variable that I test last. Optimize the rest of the campaign first, and then optimize for the price.
Remember, whenever you are trying to improve a marketing campaign only test one variable at a time to get accurate results from the test.
So, no matter whether you are making a new soup recipe or testing a new marketing campaign, you are always trying to improve and get better. And as long as you are testing variables in your marketing campaign and tracking your success and failures, you will always be improving and getting better results in life.
And as long as you are testing variables in your marketing campaign and tracking your successes and failures, you will always be improving and getting better results in marketing and in life.
Remember, mediocrity and complacency are the opposite of striving for excellence in everything you do.
So, go take action, track your results, and always be improving!