Delayed Feedback Makes Better Ads, Content, and Products
Feedback has become so accessible and immediate, that we could have a literal car dashboard reflecting the impact of our digital marketing efforts. But just because we can doesn’t mean we should. Instead, we should let things sit, uninterrupted, unoptimized for weeks or even months at a time. This will ensure that the ads, content, products we put out into the world are the best they can be.
By thinking in longer-term metrics you’ll be able to make higher quality decisions. Knowing that you can’t change your social ad or email campaign will make demand more preparation and care is put into the ad before launch.
This is why some ads from the heyday of the Mad Men era are remembered. It was impossible to change the creative once it was plastered on a billboard or printed in a magazine.
Don’t let immediate feedback harm the creative work you do. Make something perennial. Something that’ll stand, unedited, unoptimized for weeks, months, years at a time. People still watch the Dollar Shave Club ad, there was no need to change the creative because true thought was put into it.
Make something remarkable. Be remembered.
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