Every comparison is not a test. But because accurate testing can be tedious and sometimes expensive, many people don't do it and say they did.
To save some cash in the short run, they fall back on the shortcuts above and hope the results will be accurate enough to get by. And they might be. But it isn't testing, so they'll never really know. Worse, they won't have the information they need to confidently move forward, knowing that one success is leading to another, and another …
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Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.