“But then we created a system that we had managed by one person,” he continued. “We repeated it daily. Measured it. And slowly but surely improved it, but never deviated from it. Now we knew exactly what we were doing every day to get customers. We knew the one place to put our ads. We knew what copy to write, what headline to use, and what images to use. Then we would simply measure it. If my metrics showed that it wasn’t working well, we tweaked it—one element at a time—until it did work.”
