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courses:books:the_confidential_internet_intelligence_manuscript:start [2020/04/12 19:53]
adminuser 		courses:books:the_confidential_internet_intelligence_manuscript:start [2020/06/08 10:24] (current)
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 by Mark Joyner, CEO, Aesop.com, Copyright 2001 Aesop.com, 50 pages by Mark Joyner, CEO, Aesop.com, Copyright 2001 Aesop.com, 50 pages
 +
 +//Personal copy of PDF in Evernote in Simpleology notebook//
  
 ===== Introduction ===== ===== Introduction =====
Line 59: Line 61:
  
   * "Do not fall for the myth that **all** testing is valid.   * "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?
 +  * 
 +
 +
 +
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 +
 +
 +
 +====== Survey Results ======
 +
 +
 +
  
  
  
courses/books/the_confidential_internet_intelligence_manuscript/start.1586721205.txt.gz · Last modified: 2020/04/12 23:53 (external edit)

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