05 Method
Test the message before you scale it.
Most agencies scale on day one and find out in month three that the message never worked. We find out first, on purpose, then spend the volume.
The cut
Many enter. One takes the volume.
VARIANTS IN
18 VARIANTS LIVE · MEASURING
MEASURED ON
VOLUME GOES TO
The sequence
Four moves, in order, every time.
- 01
Define the ICPs
Always first. Who buys, who signs, and which of them your product is unmistakably for. Sometimes it is two personas, sometimes five.
- 02
Write the variants
A set of angles per ICP, each in several variants. They run against each other at the same time, at a pace that keeps the result readable.
- 03
Measure what hits
Reply rate is the first read, not the last. A variant that earns replies but no meetings loses. So does one that books meetings that never close.
- 04
Scale the winner
Volume goes behind the variant that survived all three measures. The test keeps running behind it, because every winner decays.
Why the order matters
A burned list
does not come back.
Scale first and every address you touch with the wrong message is spent. You do not get a second first impression with the same market.
Testing at a readable pace costs a few weeks. Skipping it costs the list. That trade has a correct answer.
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