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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:course_notes_private: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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