I KNOW some people are freaking out right now.

“Ben how DARE you! I didn’t join your list to learn about the Bible! I want secularized marketing info! What the hell are you doing??? Quit trying to push your beliefs on me!”

If that’s you, chill, dude.

Even the most hardcore “fire breathing” atheists I know can use the info below to increase sales (and by a LOT).

So just relax, take a deep breath and let’s. get. busy.

Here’s the scoop:

Many years ago, a smart Biblical scholar named EW Bullinger wrote a book called “How To Enjoy The Bible”.

One of the best parts is this (paraphrased):

When we come to ask ourselves … “Where did I learn this?” “How did I get this?” “Who taught this to me?” it is astonishing to find out how much we have imbibed from man, and from traditions; and not the Word of God. All that we have learned…must be tested and proved by the Word of God. Where we find it is true we must learn it over again, from God. And where it will not stand the test of His Word we must be not only content, but thankful to give it up…

And guess what?

This advice is SOLID GOLD when applied to marketing.

Why?

Because, just like with the Bible, there’s a lot about marketing that doesn’t jibe with typical orthodox “doctrine” (and especially goo-roo doctrine).

Happens all the time, too.

It even happens with the old school marketing geniuses.

There is, for example, something Claude Hopkins emphatically taught that I now profitably do the exact opposite of (see “The King Of Selling Online” report — www.CrackerjackSelling.com — part 5).

If you test, you’ve likely seen this phenomena, too:

Where doing the **opposite** of what you’re “supposed” to do yields more sales and profits.

Let’s face it — every market is different.

Every marketer is different.

Some things may work better for you due to your unique experiences, talents, product and market than they would for me (and vice versa).

Which is why it’s vital to test everything.

Yes, even the “set in stone” stuff.

Otherwise, if you stubbornly cling to “rules”, and never color outside the lines once in a while, you’re almost certainly stepping over the proverbial dollars to pick up pennies.

And that particular marketing “sin” is unforgivable.

Ben Settle