{"id":3294,"date":"2010-05-05T08:00:06","date_gmt":"2010-05-05T15:00:06","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=3294"},"modified":"2010-05-05T08:00:06","modified_gmt":"2010-05-05T15:00:06","slug":"blaspheming-marketing-dogma","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/blaspheming-marketing-dogma\/","title":{"rendered":"Blaspheming Marketing Dogma"},"content":{"rendered":"

OK, one more rant on testing.<\/p>\n

I know I’m beating this subject to death this week.<\/p>\n

But this tip’s especially important:<\/p>\n

Testing CRAZY stuff.<\/strong><\/p>\n

And by that I mean, testing things that completely and utterly shatter<\/em> all the popular marketing, selling and copywriting “rules” set down by the old marketing masters — like John Caples<\/strong>, Claude Hopkins<\/strong>, David Ogilvy<\/strong>, Gary Halbert<\/strong>, Eugene Schwartz<\/strong>, Robert Collier<\/strong>, Bruce Barton<\/strong>… and the list goes on.<\/p>\n

All GREAT marketers.<\/p>\n

And us whipper-snappers today owe them BIG time.<\/p>\n

I mean, these guys paved the trail for us. And many of the best books, eBooks, courses, etc quote these guys chapter by chapter and verse by verse.<\/p>\n

But you know what?<\/p>\n

Letting yourself be enslaved to their “rules” is no good.<\/p>\n

Yes, they make great guidelines<\/em>.<\/p>\n

And yes, it’s good to master the fundamentals.<\/p>\n

But eventually, it’s time to break those rules and start testing crazy ideas everyone else would never think to. Take, for example, Gary Halbert’s coat of arms sales letter<\/a><\/strong>.<\/p>\n

It’s arguably the most mailed sales letter in history.<\/p>\n

And yet… <\/p>\n