Scientists run experiments in a certain way, so they can measure results with accuracy.
They change one variable at a time. They hold factors constant. They make absolutely sure which variation is being tested.
You can do that in marketing too.
Rewrite your website’s headline then wait a few days. See how enquiries go. Change your button text then wait a few more. Start posting on TikTok for a few months before you try LinkedIn.
Steady, controlled experiments with plenty of analysis.
But the problem with that?
It takes forever.
So here’s what to do instead:
Surround the dragon
Here’s where you improve everything, all at once. You make the changes in one go. You throw the kitchen sink at moving the needle, unconcerned with which intervention made the most difference.
Rewrite your entire website. Add testimonials to your sales copy. Start sending cold emails. Running webinars. Guest posting. Podcast guesting. Showing up on LinkedIn.
You can put tracking links everywhere. Have gut feelings and hypotheses of what’s making the difference.
But you won’t really know.
The dragon is surrounded.
Scientists won’t like this approach. Accountants and librarian-types will say slow down. But founders and marketers will love it.
Do everything until you make the metrics move. Measure it after. Figure out what works when something is working.
Stop wasting time.
Surround the dragon.
