Why Testing in Necessary in Science and Marketing

David C Justin, The CopyGeek, Dallas Freelance Copywriter, Star Wars Geek

Did you know that when Ben Franklin performed his famous kite experiment, it wasn’t as dramatic as most people believe? Cartoons and caricatures have led us to envision a bolt of lightning streaking wildly down the line only to be captured within a glass jar, illuminating a brass key in the process.

The truth is that his kite was never actually struck by lightning. The conductive wire that connected the kite to the key simply collected electricity from the air. In fact, the most dramatic moment of the entire experiment was when a small electric spark shot from the key to Franklin’s hand. But that was enough for most scientists to come to the conclusion that lightning and electricity were one and the same.

Experimentation is critical to copywriting and marketing, too. While there are certain principles and practices that we base our work on, we can’t assume we know exactly how the audience will perceive it. There are many examples of marketing campaigns gone wrong and I’m sure that the people who wrote them thought they had a winner on their hands. However, they failed to test them out before they ran with them.

So before you decide to launch a new campaign, make sure you get a couple of different sets of eyes on it to make sure you’re not about to make a huge mistake.

Until next time, may the Force be with you.

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