How do you adjust your sales messaging?

I think A/B testing is everything. At the moment we aren't running ads for ourselves as we're building up other sales channels like cold email outreach, SEO, content marketing, LinkedIn messaging etc which all take time and money. But when we do run ads for ourselves, we do try to run at least one A/B test otherwise you're not learning anything and improving.

With our paid ad clients our whole job is essentially to create a massive A/B testing matrix, which of course does mean spending more (in order to get sufficient data through the tests), but we've found does also lead to finding out what does and doesn't work, and a return on investment far quicker!