Something happened recently that provided incontrovertible proof of the importance of an infallible rule in copywriting.

I knew it all along but never saw it proven to me in such a personal and direct way.

What am I talking about? No, it’s not the headline. It’s not being emotional. It’s not benefits. And it’s not split-testing.

Sure, all of those things are important. Very important. But the one element I’m referring to, the one element that can transform your copy into a sales-inducing powerhouse, is…

Read the rest or post a comment »

Split-testing is the simple process of splitting your audience into reading two or more versions of your copy (whether it’s your website, salesletter, email, etc), to determine which version pulls the best.

I’m a big fan of testing. And I teach it as much as I can, as I believe 99% of marketers out there do not test at all. It’s a shame, because they’re leaving so much money on the table.

I applaud those people who do test. But in some forums of late, a few people reveal their own test results while making claims they are universally applicable.

First off, I always recommend you test everything first. Never take any test result as gospel. Even mine. Because only a handful of test results, if any, are statistically significant enough to be truly portable to other offers or markets.

So, you’re probably scratching your head, wondering:

“What good are test results, then?”

Read the rest or post a comment »