I’m a big advocate of doing advertising that works and eschewing advertising that doesn’t. But it’s important not to let that orientation beguile you into to all-or-nothing thinking.

Suppose you test an ad and learn that it falls slightly short of your objective. Were you an all-or-nothing thinker, you might kill the ad, period. But suppose you had created a variation of the ad—say, an alternate incentive offer, headline or photo. Suppose both ads fall short of the objective, but one significantly outperforms the other. Now you have learned that subtle variations make a difference. Perhaps if you test additional ones, you will be able to eke your results up until you arrive at something profitable.

If an ad utterly bombs, let it go. But if you’re close, all-or-nothing thinking might just lead you to quit too soon.

Steve Cuno
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After much rationalizing, dodging and whining, I have decided to accept the fact that using a cellphone while driving is dangerous and irresponsible. Even immoral, since it endangers others.

Any moron should know that texting from the wheel is dangerous, but talking on the cell is just about as bad. And a hands-free setup makes virtually no difference. (Believe me, I hated having to concede that one.)

Cellphone-using drivers pose a bigger threat than the average drunk driver. It is not the same as playing the radio or talking to a live passenger. These by comparison are safe. Why remains a matter of speculation.

For the longest time I tried to convince myself that I was the exception. I was smart and attentive. I was quick. I had a hands-free setup. Unlike the rabble, I could do it!

Nonsense. The evidence is in. People do not multitask. We flit from one focus to another and, in the process, focus on nothing well. When the cellphone has your attention, your driving does not.

As one who promotes evidence-based decisions in this blog, it’s time for me to embrace the evidence and do the smart, responsible thing. If you call while I’m driving, please leave a voicemail. I’ll get back to you as soon as I can safely pull over.

I hope readers will do the same, and encourage friends to join them.

Steve Cuno

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