How Diaz-Cooper Took a B2B Coaching Company from 4 Leads a Year to 100 a Month

If you were asked which you would prefer out of two options, you might be torn depending on your situation. 


Luckily, we live in a world where we have the option to choose.


This kind of thinking works well with marketing too.



“What’s gonna actually resonate with the target audience? What’s gonna actually produce a result? And so without having a way of A/B testing or being able to understand the funnel from beginning to end, and not having that all tied together into a CRM, you just don’t have as clear of a picture as you do with a tool like HubSpot.”


With A/B testing, you are able to determine which version of a webpage performs best. 


For example, say you’re trying to decide between two landing pages. 


Instead of guessing which one your customers will like better, you can show each page to half of your website visitors (group A and group B) and then compare their conversions. 


Perhaps page A only converted 10% of your site visitors but page B converted 15% of its users. 


That 5% difference is significant enough for a marketer to understand that the second page is worth optimizing for the long run.


A/B testing enables marketers to test multiple variables at once: copy text; design appearance; price point (or lack thereof); etc., in order to find out what works best with consumers before they make any changes themselves or ask their team members who may have conflicting opinions on things like pricing strategy or color selection.


But before we proceed, don’t forget that this episode is brought to you by Click here if you need help collecting, crafting, and delivering customer stories.


Audiences Usually Love a Good “This or That” Format


The more you ask people what they want, the more they will give. 


Your audience loves to feel valued and special. 


It makes them feel like they are part of something bigger than themselves. 


The problem with marketing silos is that when it comes to making decisions, it’s a power in its own right: consumers can decide whether or not a company is worthy of their business.


“Let the audience tell us what they like and don’t like. Let’s follow best practices. Let’s of course make it look great and fit your brand. But maybe certain buttons will be a different color or up higher or whatever, depending on what the data tells us.”


It could also make them feel like they’re part of something bigger than themselves—like if everyone else decided that something else should happen.


There Is Power In Making Decisions


You’ll be surprised at how much your audience will enjoy being part of the decision-making process. 


They’ll feel like they’re making a choice that matters, and this can help build their confidence and trust in the company.


This may seem like an obvious thing to say, but I’ve seen many people who don’t feel empowered because they don’t have access or control over their lives—they simply exist within an environment dictated by others around them.


It could feel like they’re part of something bigger than themselves.


This is one of the most powerful feelings that can be achieved by letting your audience decide what they want to see, hear, or do—because it makes them feel valued and special. 


When you offer an option for people to choose from, it shows that you care about what they think.


Watch the full episode now, and make sure to leave any questions or comments you have about the episode:


One of the best ways to grow marketing is video case stories, NOT testimonials. If you need help collecting, crafting, and delivering customer stories, click here to set up a free consultation.