'But How Do You Know?'
It's impossible to know for sure what will work. But don't let that stop you from trying.
The inquiry started out along the lines of asking about what I like (we’ll get to my thoughts about that in a minute), but when rephrased it prompted what I believe is a more useful question: “How do you know?”
How do you know what creative to test? How do you know which offer to try? How do you know which concept to give a shot? How do you know?
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