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As LOATHE as I am to admit it, I was wrong about something.

Yes, I’m as shocked as you are.

But, facts are facts.

And, even though the likelihood of me being wrong about anything is so statistically irrelevant it’s like it never happens at all… I must come clear. Call it my first (and maybe only) noble act of 2016.

Anyway, what was I wrong about?


Usually when someone asks me about testing, and how to go about it, I say to test a completely different page altogether. By that I mean, test a different look (even use a different designer), different headline, different offer, different stories, and different everything else.

I’m talking a completely different version than your control.

The greater the spread of differences the better.

And, I still stand by that.

Except in one case.

In at least one case, that’d be rank stoopidity.

Here’s what I mean:

When talking to Brian Kurtz for the 4-part podcast we’re publishing this weekend, he told me (based on his 40-years of direct response marketing experience and seeing hundreds of millions of dollars in tests) about one case where you don’t want to do as I suggest, and do the exact opposite.

Want to know what case that is?

Then, here’s what to do:

1. Listen to the second part of the 4-part podcast with Brian Kurtz

2. Enlighten yo self with Brian’s wisdom

Ben Settle

P.S. Stick around until the very end for an offer that includes getting your hot, sticky hands on some products that people in our little direct response world are willing to lose a kidney over.

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