Although clients love our extraordinary results, many benefit from a “side-effect” that’s just as valuable—exposure to our methodology and culture. But don’t just take our word for it. In the following video, you’ll hear how we’ve helped our clients: Learn valuable, transferable skills. Enjoy the clarity and comfort of data-driven decision-making. Instill a culture of testing that leads to long-term success. window._wq = window._wq || []; _wq.push({ id: "a4n0r6jh1z", options: { plugin: { "postRoll-v1": { raw: "To start growing your profits, book your FREE website strategy session or get a free ..read more

What makes the difference between winners and losers? It’s often less than you think. A copywriter put on a seminar early in his career. He managed to fill the room with attendees and launched into his presentation… After the coffee break on the morning of the first day, he noticed that one of the seats in the front was empty. It remained that way for the rest of the seminar. The marketer needed all the revenue he could get and was concerned that the attendee must have hated the presentation so much that he bailed out during the first day’s coffee break ..read more

If you want to see a conversion rate genius in action, you Better Call Saul. If that means nothing to you, we’re going to suggest something highly unusual—that you stop reading this article and binge-watch Breaking Bad and Better Call Saul. Don’t worry, it will be worth it… and we’ll wait. All done? Great. (But you should probably eat something.) As you now know, Saul Goodman—the mastermind fixer behind Walter White’s criminal empire—is an ethically flexible con artist with the most dangerous of all weapons… a law degree. While we can’t condone his methods (ours are ethical and much better), t ..read more

There’s a saying: “The only thing new under the sun is the history you don’t know.” This is true of a lot of human events, and it’s often the case with copywriting and persuasion. In this article, we’ll dissect a powerful newspaper ad for the American Advisors Group (AAG)—and extract seven useful concepts to use in your copy. The ad Here’s the full ad (originally written by copywriting legend Gene Schwartz). Feel free to just scan it… for now: Schwartz’s ad: See a full PDF version here Seven persuasion elements you can use today 1 ..read more

In the classic movie E.T., the hero Elliot lays a tempting trail of Reese’s Pieces to encourage the extra-terrestrial into his home (thus—as Spielberg no doubt intended—providing a useful model for building sophisticated, multi-step conversion funnels). It’s easy to forget that some visitors aren’t ready to buy. You hear marketers say that they “want to make visitors reach for their credit cards.” But pushy selling is usually thrashed by a sophisticated, step-by-step, relationship-building funnel. We know because our clients have proven it time and time again. In this article, we explain why y ..read more

Win Reports help you to grow your business by showing our methodology at work. Each article highlights a real-world test, sharing the research, insights, and techniques that led to the win. In the next three minutes, we’ll show you how a method marketing insight (and a small change) delivered a 26% increase in conversion. Have you ever wanted to become a Lord or Lady? If so, Highland Titles offers souvenir plots of land in one of two nature reserves in the Scottish Highlands that grant you the title. Customers can visit their land in person or use the company’s augmented reality app ..read more

User testing has helped us make hundreds of millions for our clients, and it’s no exaggeration to say that it can change the fortunes of your business. Masking tape magic: How one user “fixed” the user experience when his parents came to house sit. Of all the techniques we use, user testing is by far the fastest and most effective way of finding the blocked arteries that limit our clients’ conversion rates and profits. That’s why we run them constantly (the user tests, not the clients). This article explains the immense benefits of user testing, including ..read more

Copywriting Friday highlights the tools and techniques of creating persuasive content. Enjoy. Gary Bencivenga has been called “the Michelangelo of direct mail copywriting.” In this Copywriting Friday, we focus on the first 150 words of one of his ads from the 1990s. Bencivenga’s ad: We’ve highlighted the first 150 words, but you can see a full version here. If the headline doesn’t particularly engage you, you’re already experiencing one of Bencivenga’s principles at work—calling out a hot audience. Although this copy is 30 years old, it contains tools and techniques we can (and do) use to grea ..read more

Think back to the last time someone said, “I’ve got a story to tell you.” You probably leaned in a little, right? Science has shown that well-told stories are more engaging, memorable, and persuasive than many other kinds of content. Cognitive scientists say that our brains give them a “privileged” status, processing narrative in a different way. Jonathan Gottschall, author of The Storytelling Animal, puts it like this: “When we read non-fiction, we read with our shields up. We are critical and skeptical. But when we are absorbed in a story, we drop our intellectual guard ..read more

Win Reports help you to grow your business by showing our methodology at work. Each article highlights a real-world test, sharing the research, insights, and techniques that led to the win. In the next three minutes, we’ll show you how we used research to improve the effectiveness of four bullets on the product page and grew conversions by 12%. Have you ever wanted to become a Lord or Lady? If so, Highland Titles offers souvenir plots of land in one of two nature reserves in the Scottish Highlands that grant you the title. Customers can visit their land in person or use the company’s augmen ..read more