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-====== eBook: The Confidential Internet Intelligence Manuscript ======
-//[[:Courses:start]] : [[:courses:books:start|Books studied like courses]]//
-The Confidential Internet Intelligence Manuscript
-by Mark Joyner, CEO, Aesop.com, Copyright 2001 Aesop.com, 50 pages
-//Personal copy of PDF in Evernote in Simpleology notebook//
-===== Introduction =====
-  * Scientifically derived info on how your business can really prosper on the internet
-  * revelations about internet marketing
-==== Why was this manuscript created ====
-  * the dream we all want to believe: “Through the Internet, anyone with a computer, an Internet connection, and the willingness to sweat can set up an operation in their garage that competes with major corporations.”
-  * Mark Joyner began a business as a shoestring company.
-  * internet gives ability to advertise without hard capital
-  * Mark "began to apply military metaphors (ala Sun Tzu et. al.) to my business."
-    * "small groups of men, applying the proper tactics, can cause great damage and make armies of far greater size stand up and take notice."
-  * Book reference:
-    * "Guerilla Marketing" -  Conrad Levinson
-    * Guerrilla's dont fight the same as a great army,  guerillas ignore those rules, and make their own
-  * Do this right, and a business can be built to multi-millions without a dime of venture capital
-  * roots: sales-driven, cash-flow-dependent
-    * other companies waste millions on advertising that may or may not work
-    * tactics must deliver results.
-      * throwing daisies at an approaching army is not likely to work
-  * dangers
-    * cult of personality and accepting dangerous advice as truth
-    * remember it is just accumulated observed data
-      * be skeptical of what is not seen for oneself
-      * science never renders gospel truth
-      * look for observations that painstakingly isolate every possible effect on results, proper samplee sizes, confidence intervals, and scientific controls.
-      * do your own testing
-  * Sections
-    * Lessons learned - examples of data conducted from tests
-    * Survey results - demographic data about viewership
-      * 1) audience can affect results
-      * 2) look for insight into mind of internet consumer
-==== One Word of Caution ====
-  * Simplest concenpts can "have the most profound effect on your bottom line."
-    * Noticing a particular day of the week works better can be make a huge profit difference
-    * simple change in an order form can increase salees by 32%
-==== Why you need to use this information right now ====
-  * Things in this document can increase earnings in 1 day
-====== About Scientific Marketing ======
-  * "Do not fall for the myth that **all** testing is valid.
-  * Testing is dangerous is the data is insufficient or derived in arbitrary ways
-  * beware of sweeping conclusions
-    * solid understanding of statistical concepts and methodology is critical
-===== Isolation of Test Variables =====
-//pg. 11//
-  * A/B test on two letters with innumerable differences leaves more questions than answers
-  * better to isolate individual variables, example: test a singlee change to a headline in an ad
-  * cumulative effect of many small changes can create dramatic improvements over time
-===== Marketing: A Fusion of Science and Intuition =====
-  * Example email subject line: "NAME, this is barely legal..."
-    * Outclicked other headlines, but undersold other headlines. Readers mind wasnt in the right frame for the offer that followed
-  * intuitive hunches - followed by testing
-  * definition of the scientific method
-===== Isolated Variables vs. Gestalt Testing =====
-  * Two kinds of testing at Aesop:
-    * Isolated variable testing - isolate individual elements and test independently
-    * gestalt testing - combination of elements working in integrated manner, and test against another integrated group of elements
-  * both can be conducted currently
-==== Examples of Isolated Variables Testing ====
-tiny eelements that can be changed:
-  * a headline
-  * adding an element to an order pages
-  * single graphic
-==== Examples of Gestalt Testing ====
-marketing processs has many distinct elements.  Gestalt tries to select a winning combination of individual changes from many possible permutations.
-a combination might be a particular TV commercial with a particular website.  The website may perform better with a different commercial.
-==== Cumulative effect of lessons learned ====
-Look for isolated variable tests that give a positive result independent of gestalt.
-Example: Dissonance elements - explained in Lessons Learned
-  * testing finds it to consistently get more clicks and sales
-  * 3 components:
-    *  "Quantified success results"
-    *  "The impression that the reader can do it, too"
-    * "It is easy to do"
-  * In this case, the combination is cummulative
-Page 15 example from Killer Tactic's Journal of an affiliate programming earning an average guy $17K
-==== One More Thing ====
-//Pg. 15//
-Be true to the scientific process, liated as:
-  * 1. Observe some phenomenon or aspect of the universe.
-  * 2. Develop a hypothesis that explains the phenomenon.
-  * 3. Use the hypothesis to make predictions.
-  * 4. Test those predictions by experiments or further observations and modify the hypothesis in the light of your results.
-  * 5. Repeat steps 3 and 4 until there are no discrep
-Warning: Don't let intuition outweigh critical analysis.
-====== Lessons Learned ======
-===== Introduction =====
-//Pg. 18//
-When following advice, use principles that someone applies themselves.
-Hard to grasp lessons may need to be personally applied to make them understandable.
-==== I. Email Marketing ====
-Possibly world's most powerful and economical form of markeeting
-"The Internet is the **only place on earth** where you can truly
-**market everyday** with no money – or very little money – **if you
-know how**."
-List of most important discoveries about email marketing
-=== A. Best Day of the Week to Send Email ===
-//Pg. 19//
-When is as important as the what.
-Testing shows Wednessday is not the best day.
-For details, see: [[work:garnet:courses:course_private_notes:private_the_confidential_internet_intelligence_manuscript:start]]
-Possible to make 89% more on an offer just by changing when it is sent out.
-=== B. 2 Elements of a Successful "Lead-in" ===
-First rule of Email marketing - **Get your email opened!**
-job number 1 - grab recipients attention
-devices that can backfire - "hype, capital letters, exclamation
-marks, and other devices that are equivalent to “screaming” on
-the Internet."
-  * These get the emails classed as spam, leave them unread, and can increase the unsubscribe rate
-== 1. Friendly Tone ==
-Exercise: in email box look at the emails that rivet your attention and are most likely to get clicked and opened.
-  * Emails coming from friends
-  * not ones that look commercial in nature
-write subject with same kind of tone as emails from your friends
-== 2. Curiosity Factor ==
-Dont do the selling right in the email. Instead, encourage a clickthrough to a website.
-Risk is not clicking - and many times you don't click. So what is common about the times you do click?
-  *
-====== Survey Results ======

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