Most fake news posts
on Facebook are obvious.
There’s bad photo-shopping,
misspelled words,
clear gaps in logic.
There’s no need
for fake news to be good.
The people fake news appeals to
WANT it to be real.
Marketing material
is the same way.
It doesn’t have to be good
if you’re marketing to people
who have already decided
to buy from you.
We hone marketing material
for the people
who are not-as-eager.
So we should test it
on those same people.
When you test your marketing material,
don’t just test it on
your super fans.