- Passionate Income
- Posts
- Your Assumptions Are Wrong!
758 Words | 3 Min 9 Sec Read
Welcome to another issue of Passionate Income.
Today we’ll be discussing the dangers of making assumptions and relying on social media engagement as a measure of success.
More important, we'll cover what you should do instead and how to measure it.
Let’s dive in.
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Earlier today, I got an email from Alex Hormozi that reminded me of a great quote:
“When it comes to marketing, to guess is a mess.”
It’s a simple quote with profound implications for your business.
As someone who got started in the marketing space as a copywriter, I know from firsthand experience how tempting it is to make assumptions about what your prospect wants.
From their desires to the objections they have, a lot of this stuff seems like common sense.
Except for one thing:
We, as humans, are notoriously bad at predicting the behavior of others in specific situations.
From romantic partners to work colleagues, how many times have you thought somebody would do ABC, only for them to turn around and do XYZ?
How many times have you thought somebody didn’t text you back because they didn’t like you anymore, only for them to finally respond with a legitimate excuse as to why they didn’t write you earlier?
In our day-to-day life, these mistaken assumptions don’t have particularly large consequences (besides maybe some emotional turmoil).
But when it comes to your business, mistaken assumptions can destroy your ability to drive new leads into your pipeline.
It doesn’t matter if you sell a physical product or an enterprise-level B2B service.
If the messaging you put out to the world doesn’t resonate with people, getting them to respond becomes exponentially more difficult.
And it’s not just your messaging that matters.
The same concept applies to the way you assume people will behave when they interact with your marketing ecosystem.
Which is what I found so fascinating about Alex Hormozi’s email.
In it, he discussed how they removed a video from the About page on the Skool.com website. Their logic?
“Nobody watched the video.”
Or so they thought.
Except once they took it down, conversions dropped by 80%.
So they put the video back up and presto: conversions shot back up.
Which, Alex says, got him thinking:
“If that video has such a large impact on conversions, maybe we should optimize it to improve our conversions even more.”
So they tested multiple versions of the video across 100,000 clicks each and were able to increase conversions by another 20%.
This is a quintessential example of why assumptions can absolutely destroy your marketing efforts.
Luckily for Alex, they have enough clicks and data coming through that the dramatic 80% drop was noticeable to someone who was paying attention.
Unfortunately, if you run a smaller business and don’t have that much data coming through, you could make the same profit-destroying mistake and not even realize it.
In fact, your conviction in your assumption could be so strong that you make the change (thinking it’s nothing), forget about it, and end up beating your head against the wall because you just don’t understand why business has dried up.
In conclusion, this is just one short example of the danger of making sales and marketing decisions based on assumptions.
Remember: It’s a mess to guess.
Rather than making assumptions about what your target market will or will not respond to – whether it’s related to your marketing, branding, or the sales script you use on calls – try to rely on data, testing, and direct feedback from buyers wherever possible.
Yes, doing so is more work.
But the sales you’ll make as a result will more than make up for the effort you put in.
💡 Takeaway: It's easy to make decisions based on assumptions. But in many cases, those assumptions are wrong. So if you can, run tests to verify the strategies you're implementing - and changes you're making - are having a positive impact on your bottom line.
🎁 Resources:
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