Copy Testing - A True Team Effort
James Staffaroni
It is not easy for me to stand up here as though I were an expert on copy research and relate all of my wisdom on the topic to you. Of all of the areas of marketing research, copy testing remains for me one of the most difficult. It is probably most responsible for the splurge of gray hair that has erupted on my head recently. Over the past two years or so, my group has spent a tremendous amount of time and effort on copy testing, but there still seem...