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Are You Testing This?
Marketing is as much science as art – so make sure you're using this scientific test
Simon Trask
November 17, 2025
It’s not all just art.
Yes, marketing is absolutely an art form. But when there’s commerce involved, you have to welcome science to the party too.
Creativity is what you use to connect dots that have never been connected before, in order to compel people emotionally. Marketing absolutely needs this.
Science is what you use to evaluate cold hard data, absent any emotion. Marketing needs this as well.
Since there is a scientific aspect to marketing, you need to continually experiment.
This begins with your ad messaging. You may have an idea of what you think will resonate with your audience, but you don’t know until you try.
Here’s what you do: A/B test.
In marketing, A/B testing is where you send the same exact ad to different people, with one thing changed, and then evaluate what happens.
The trick here to get an accurate report is to only change ONE thing, such as:
Audience demographic
Ad headline
Picture or graphic
Call to Action statement
Etc
Once you have a clear winner, then take that winning ad and then A/B test another single variable.
It’s tempting to want to change a couple of things in the A/B test, but you must have zero assumptions in order for this to work. Assumptions are part of the art, not part of the science.
Are you ready for A/B testing?
 | Onward and upward, (I’m a small business owner, advisor, and advocate – learn more here) |