Following is a true story.<\/p>\n
And while it may seem like it only applies to the weight loss market, it has vast implication to most any other market, too, regardless of the product, service, or offers sold.<\/p>\n
Here\u2019s the rub:<\/p>\n
Many years ago, your humble narrator had part ownership in a weight loss business.<\/p>\n
And, even though we did many things \u201cwrong\u201d, we were, over time, able to convert nearly 50% of our opt-in list into some kind of buyer. By doing things \u201cwrong\u201d, I am talking about things like having zero before & after pics, using an ugly plain text sales letter, having only one graphic (a pic of the author, and even that was a big No-No, due to who the pic was of and the market segment we were targeting), and having an operation that looked about as non-professional as possible.<\/p>\n
Now, \u201cfast forward\u201d a few years later.<\/p>\n
I ended up selling my interest in that business.<\/p>\n
And, around the same time, me and 3 of my pals started a mastermind called \u201cOceans 4.\u201d We had many extremely successful businesses attend those masterminds (including 9-figure Agora Financial, who sent many of their people to us). And, one of the pieces of advice I gave a fitness\/weight loss marketer client who had attended was to test what we did above.<\/p>\n
i.e. Make their marketing as ugly as possible.<\/p>\n
With maybe one graphic at most.<\/p>\n
No before-and-after pics.<\/p>\n
Crude courier font.<\/p>\n
And design so basic it\u2019d look like something created with the old \u201cWYSIWYG\u201d Netscape Composer software.<\/p>\n
To my knowledge they never tested it.<\/p>\n
And if not, that\u2019s kind of a pity.<\/p>\n
Especially since they were desperate to make cold traffic work at the time.<\/p>\n
Believe it or not, this email has two lessons embedded within it.<\/p>\n
The first is the obvious one about testing.<\/p>\n
But the other one?<\/p>\n
Will not be obvious to anyone who has not read the upcoming April \u201cEmail Players\u201d issue. In some ways, I believe it\u2019s the single most Valuable issue I\u2019ve ever written. But, only to people who have the right mindset. Who don\u2019t fear what other people think of them. And who, quite frankly, aren\u2019t quitters.<\/p>\n
The deadline to subscribe in order to get it approaches quick.<\/p>\n
Here\u2019s the link:<\/p>\n