Most Important Concepts to Remember:

• A-B testing, until ad is perfect.
• Especially the headline & image is important. Test these vigorously to find the best.
• People judge largely by price.

How Can I Use this Information:

• Start ad campaign for PERCEPT mail signups.
• Whenever running ads, don’t get complacent. A-B test it for hundreds of variations.

Chapter Recap:

1 - How advertising laws are established

2 - Just salesmanship

• Advertising is just salesmanship. Treat is like you would a salesman.

3 - Offer service

• The best ads don’t try to sell, but offer a service.

4 - Mail order advertising, what it teaches

• A-B testing is important.
• Coupons exist as a reminder of something the reader has decided to do.

5 - Headlines

• The purpose of a headline is to pick out people you can interest.

6 - Psychology

• Curiosity is one of the strongest of human incentives.