THE SILENCE CHECK
From no reply to a defensible next test
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01
Name the failure
Decide whether the first question is fit, relevance, credibility, or friction.
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02
Keep one thing stable
Hold the useful parts constant so the next result teaches you something.
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03
Run the smallest meaningful change
Test the audience, offer, frame, or ask without turning the campaign into a new mystery.
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04
Promote what earns belief
Give more attention to the variants that create positive replies and worthwhile meetings.