Dead ad walking
Published: Sun, 09/06/20
"If you are not running enough tests that are really flopping, then you are not doing your job...A very good copywriter is going to fail. If the guy doesn't fail, he's no good. He's got to fail. It hurts. But it's the only way to get the home runs the next time."
Who said that?
The late great grand puba of marketing Eugene Schwartz.
A true story about this:
Many years ago, I wrote a boat-load of squeeze pages for a client. Not just 2 or 3 test panels... but 20-30 test panels. Some of them played it "safe" (not veering too much from their current control) and some were so off the charts crazy different, they probably thought I was a nutcase for even submitting them.
But you know what?
I fully expected 99% of those tests to FAIL.
To me they are all dead ads walking to that great electric chair of cyberspace where probably only one of them will survive the onslaught.
In fact, my first test failed by a fat 20%.
And that's good!
Did not bother me one bit.
I knew it'd either win big or lose big.
And that's really the name of the game.
What would you rather have — 100 "play it safe" tests that add up to a 100% increase over weeks or months... or one BIG winner that beats your control by 100% in a day?
Which do you think will make you sales faster?
Something to think about.
In the meantime:
This $20 Eugene Schwartz seminar sale ends tomorrow at midnight PDT. This is by FAR one of the most valuable copywriting trainings I've ever used (and I still listen to it regularly).
Usually it costs $297.
But if you hurry, it's yours for a mere $20 spot, along with:
1. elBenbo’s 1-Click Upsell Swipe File eBook — which contains over 20 1-click upsell pages either I or clients profited enormously from.
2. A 527 classic ad swipe file (all neatly typed up in Word format) — which includes ads from Gary Halbert, Joe Karbo, Ben Suarez, Claude Hopkins, Eugene Schwartz, David Ogilvy, Maxwell Sackhiem, and hundreds more.
Here is the affiliate link:
https://www.EmailPlayers.com/labor
Ben Settle
P.S. When you buy, Michael Senoff sends the bonuses not me. Don't email me with your receipt or whatever. That is not how this deal works. If it did, I would specifically state in these emails to send me your receipt to get the bonuses.
I understand the knee-jerk reaction I've created in my Horde for this, though.
But, in this case, Michael delivers all bonuses.
If you don't get them, hit that nifty email address on your PayPal receipt and contact Michael directly.