Tactics framed as principles are still tactics

One day some guy tried something and it worked.

He went to tell the world about his discovery.

Instead of talking about it as something small, he made it BIG.

REALLY BIG.

And called it a principle.

A universal truth that you can’t go against.

And business people listened to him. And they wrote books and articles. And “the truth” spread.

You use one CTA because conversion optimization guys told you to.

Then you try adding a second one and it works better than ever.

You start thinking multiple options are the right choice.

Restaurants have menus after all.

You try that - fails completely.

Why?

Because tactics are not first principles.

Best practices are not universal truths.

The only thing that always works is experimenting

Testing out new things.

Old things.

Trending things.

Forgotten things.

That’s the principle.

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And if something works now - doesn’t mean it will work forever

So keep experimenting.

Launch that new ad.

Test the new funnel.

Try a new sales script.

Maybe even revisit some of your old failures. Perhaps new conditions can make them work (I would take this one with a grain of salt for sure, be reasonable)

P.S. Even legit gurus are often just people who got lucky once and then started talking about it endlessly. Don’t fall into the false “big idea” trap. Just test the tactic yourself, or ignore it.