From the monthly archives:

February 2010

Whether you’re a copywriter or a direct marketer or a blogger, it’s critical that you develop the ability to get and keep people’s attention.

This is the focus of the following MP3 recording in which Mike Dolpies interviews me about advertising in general and how to get and keep attention in any market.

Mike is a guy who provides marketing advice to owners of martial arts studios. And we did this particular interview for his paying members.

And since you’re a paying member of Copywriting Code, I’m sharing the interview with you as well. The interview is just 38 minutes long, so it’s easy to listen to even if you’ve got a busy schedule.

In this interview you’ll learn:

  • How to mind-read your market.
  • Counter-intuitive copywriting tips.
  • What you shouldn’t do in an email subject line.
  • How to be so compelling your prospects can’t look away.
  • And more…

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I’ve set up somewhere between 50 and 100 different split-tests. I don’t know the exact figure because I’ve never tracked it. Plus, the tests I’ve conducted are divided between multiple Google accounts, therefore difficult to track.

Anyhow, during the last video, I shared some interesting split-test results with you.

Today, I want to show you how to set up your first split-test. It’s actually not that difficult. Once you get the hang of it, it should take you no more than about 5-10 minutes to set up a new test.

What’s interesting about this video is you get to see me set up a new test on my own web site, but you don’t get to see the outcome… yet. That’s because this is a brand new test. I don’t even know the outcome!

So as you watch, take a look at both versions of the page and decide which one you think will win, and why. I’ll create a new video in a few weeks to let you know the outcome of this test.

Alright, enough of my yapping. Watch the 21-minute video “Setting Up Your First Split-Test” below.

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Have you ever heard of Kaizen? It’s the idea of constant gradual improvement. If you can get just a little bit better every day, it won’t be long before you’ve made huge, noticeable improvements.

One way you can apply the concept of Kaizen to your copywriting is to start split-testing. This is one of those things lots of people talk about, but few people actually do.

In case you don’t know, a basic A/B split-test is where you compare two different versions of a sales letter to see which one converts more prospects into customers.

Each version of the letter might be wildly different. Or, if you’re short on ideas, the two versions may actually be quite similar, with only minor differences.

I’m always amazed by the little changes that make a big difference. For instance, in the 7-minute video that follows, I share with you a two-word change that increased response by 28.2%. What two words am I talking about? Well, you’ll have to click the Play button to find out…

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