The "Optimism Bias" in marketing is burning our budgets. Here is how I brutally stress-test campaigns before launch.
As marketers, we fall in love with our own campaigns. We spend weeks on the creative, the copy, and the funnel. By the time we are ready to launch, we are living in an echo chamber, convinced it’s going to break conversion records.
Then you launch, spend $2,000 on ads, and get zero conversions.
I wasted too much client and personal money because of this "Motivated Reasoning." I ignored the red flags because I wanted the campaign to work. Now, I refuse to launch anything without running a "Pre-Mortem."
Imagine the campaign launched. It’s a month later. The ROI is negative, the client is furious, and the campaign is dead. Why did it fail?
Did we assume the audience cared about features instead of the outcome?
Did the landing page have too much friction for mobile users?
It is hard to be objective about your own copy. I use an iOS app called PRE-ACT to roast my campaigns for me. I input my strategy, and it generates a brutally honest "Failure Story" and exposes my hidden assumptions. It points out the exact holes in my funnel before I spend a single dime on ads.
Stop validating your campaigns and start actively trying to break them before the market does. What is your pre-launch checklist to catch blind spots?