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 The Confidential Internet Intelligence Manuscript
-by Mark Joyner, CEO, Aesop.com, Copyright 2001 Aesop.com
+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 ======
-====== Introduction ======

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