1) Your audience or list. That is at least 40% of your success. Much more than 40% for many companies
2) Your offer. Many times that is worth at least 40% of your success.
3) Your creative contributes as much as 20% to success
So when you’re testing, test the elements that will make the biggest difference in response. Audience or list first, then offer. Then creative. Does that mean that creative is less important? Not necessarily. But it does mean that if you have not targeted correctly--and if you do not have a strong offer, you may be wasting your time and money developing creative. Because the most fabulous creative will fail almost every time if sent to the wrong people. Or with a weak offer.
