Do you know who Methuselah was?<\/p>\n
In the Bible, he was the oldest<\/em> living human being — clocking in at 969 years old before joining “The Choir Invisible.” And recently, researchers have discovered what they’re calling the Methuselah gene, because they think it’s the gene that keeps even people who abuse their bodies for 50 years alive until 100+.<\/p>\n All of which got me thinking.<\/p>\n Wouldn’t it be cool to have a “Methuselah” sales letter?<\/p>\n An ad that just runs and runs and runs?<\/p>\n And that’s profitable not just for weeks and months… but for years and maybe even decades<\/em>?<\/p>\n Does such a letter exist?<\/p>\n I don’t know.<\/p>\n But you can give yourself a fighting chance with a little testing.<\/strong><\/p>\n Like, for example, testing your headline.<\/p>\n I know a copywriter who has one of those guarantees where he’ll keep rewriting your ad until it pulls or whatever. When I asked him about what he does when rewriting, he said he just changes the headline and that usually does the trick.<\/p>\n So that’s one way to do it.<\/p>\n Another way to do it (that hardly anyone talks about) is the sale letter “lead” — the opening paragraph or sentence.<\/p>\n Almost nobody<\/em> tests this.<\/p>\n Yet, it can sometimes make as big a difference as your headline!<\/p>\n Anyway, just something to ponder.<\/p>\n You can potentially keep an ad running for a LONG time just by testing the headline and lead.<\/p>\n And you want to know what?<\/p>\n