Been getting questions about testing, lately.
Usually, they ask me which headline color works best… what font pulls the most orders… where to put the product photo graphic… and so on, and so forth.
You know what I tell ’em?
I think they’re wasting their time.
Hey, it can’t hurt to test those things.
But it’s usually much more profitable to put your energy into what I call the “gross” sales letter components… instead of the “fine” components.
What does that mean?
Well, let’s take martial arts as an example.
Most martial arts involve “fine” motor movements — like reverse punches, head kicks, wrist locks, arm bars, hip throws, etc. These may work in a classroom… but can get you seriously hurt (maybe even killed) in a REAL attack with some drooling rapist or cold-blooded psychopath in an empty parking garage.
Why?
Because these moves are too complex.
They’re almost impossible to pull off when you’re shaking from a white-hot adrenaline dump and can’t even unlock your car much less execute a spinning high kick.
Just ain’t happening.
So you know what the smart fighters do?
They use “gross” motor movements, instead.
These are movements you can do without thinking — like throwing a hard elbow into someone’s soft eye or kneeing them in the ballz.
You know… the “dirty” stuff.
Same with sales letters, too.
Frankly, when “doing battle” in your market… your chances of wiping the floor with your competition are FAR greater testing and honing in on the gross moving parts of your ad (like your headline, lead, story, close, offer, etc)… instead of geeking around with the fine parts (like headline colors, fonts, etc).
The green stuff’s in the GROSS moving parts.
Not in the fine.
And you know what?
This is EXACTLY the kind of info I’m teaching (in depth) in the next several Crypto Marketing Newsletter issues. When you graduate my “dojo”, you’ll know how to make your competition eat the pavement no matter how tough their ads are now.
But you can’t dawdle.
The next issue goes to the printer Friday.
Grab your subscription here…
Ben Settle
