Honeyweb Blog / Incoherence
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Incoherence: The greatest failure in most testing programs and how to avoid it
Mind reading is not part of a marketer’s job description, but mind mapping should be.
Why? Because building a mental roadmap of the thinking process during the buyer’s journey is crucial to achieving maximum conversion, and this can only be accomplished through a rigorous testing program.
The articulation of this roadmap must be simple and precise. We call this coherence.
By Linda Johnson
marketingexperiments.com
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