“Marketing Genius” Presentation – FREE STUFF!

Roy Furr’s Presentation…

“How To Become A Marketing Genius, Overnight”


Hello…  Welcome…  And Thank You for attending my presentation: How To Become A Marketing Genius, Overnight!

I hope you got specific, actionable steps you can take and processes you can implement to improve the results of your marketing and advertising.  So you can enjoy more sales, and more profits!

What I want from you, in exchange for all this FREE STUFF…

In the presentation, I asked you to think of a specific action item that you’d take away and apply immediately.  I’d love for you to send me an email with your specific action item.  Please include…

  1. What the action item is…
  2. When you’re going to apply it…
  3. What you expect it to be worth to you…

Any other comments are welcome, of course — but (as you probably noticed) I’m very results oriented, and this is the most important form of feedback for both me and you in terms of the results it will generate.

Just send me an email: Roy@RoyFurr.com.

Now how about some free stuff?

FREE Slides From The Presentation…

First off, the slides!

The great thing about the slides is if you look back through them, they’re likely to jog your memory on the most important concepts.  And there are certain slides with lists that should get a second look as you’re putting together a testing plan.

Plus the slides contain a bunch of links to additional resources, most of which I’ve tried to repeat on the page.

And to help you get the most long-term value out of this, I want to emphasize a few key takeaways…

  • Marketing and advertising are selling multiplied.  They should be judged by the same standard as sales people: do they get us the business results we are looking for (more leads, sales, customers, profits)?  If not, they’re failing at what they are meant to do.
  • The secret to “Marketing Genius” is to test and track your marketing.  Test different methods.  See what works best for your product, your company, your audience.  Keep and repeat what works, learn from what doesn’t.
  • “I have seen one mail-order advertisement actually sell, not twice as much, not three times as much, but 19 ½ times as much merchandise as another ad for the same product.” – John Caples, Tested Advertising Methods
  • Opinion doesn’t matter.  Experience matters little.  Test results are king!
  • Profit = Traffic + Conversions.  It’s easier and cheaper to increase conversions than traffic.
  • Does A or B do a better job of getting us the result we want?  That’s the fundamental question of testing.  Everything else is a distraction.  There are many methods to find the answer to this question.  Focus on the question and its answer, not the methods.
  • Your “Control” is your best performing ad to-date.  Everything else should be measured against the control.
  • The testing process: create N versions, present each version to roughly equal number of prospects, track results, test for statistical significance (www.MyStatsCalc.com), use the winner, learn from experiences!
  • The technology is basic, and largely irrelevant.  Pick one that works, and forget about the technology.  Focus what you’re testing, not how.
  • There are too many different ways to test and platforms to teach you HOW to test, but just about every platform has a good tutorial.  Google it.
  • Deciding what you’re going to test is the most important decision you’ll make.  Test big, important things.  Don’t test little, trivial things.
  • Do a test.  Don’t worry about results.  Then do another.  Make it a habit.
  • Things you might want to test: headlines, subheads, offer (price, payments, bonuses, packaging, delivery), guarantees, main picture, proof and credibility builders, P.S., order form, banners, core problem featured, presentation of big promise, call to action.
  • 1 in 20 tests will give you a big breakthrough.  1 in 5 will give you a solid winner.  The 80-20 rule applies to test results, too.  This also shows up on the other end of the spectrum.  1 in 5 tests will show you a big loser.  1 in 20 will give you a miserable failure.  Test often for best results.  And be willing to fail — it’s a learning experience.
  • Steal smart.  If you want to know what works best, look for marketers who regularly track and test their marketing.  Look for tracking codes and other markers.  Then copy what these marketers are doing.  In the old days, it was “mail order” advertisers — whose ads almost invariably contained coupons.  Today it’s not much different, although the internet disguises some of their tracking techniques.

FREE Scientific Advertising Audio Book…

Scientific Advertising by Claude Hopkins is arguably the most important book in advertising and marketing history.  It was the first book to popularize advertising as selling multiplied.  And to lay out a criteria and process by which advertising is tested, results measured, and lessons learned for systematic improvement of sales and profits.

Hopkins’ book literally changed the lives of so many advertising greats, its influence has made its way into every corner of advertising and marketing today.  None other than the great David Ogilvy famously said:

“Nobody should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times.  It changed the course of my life.”

Still, today, this book written in 1923 is one of the most relevant and timely books on what works in advertising.  Sure, the language is dated.  Yet the concepts and lessons are as useful today as ever.

Because this book is now in the public domain — meaning copyright protection is expired on the text version — I’m free to share it with you.  Here’s the text version:

I also recorded a high-quality audio book version for myself, for personal use.  But that’s easy to share!  So here it is:

(Note on the audio book version: This is a derivative work and so the recordings are officially copyright.  You’re free to make as many copies as you’d like, in whatever form, for personal use.  If you want to share with others, I ask that you link them to this page to get it!)

Get A “Marketing Genius” Degree For Just $204.96…

The following is a list of what I consider the best investments in a marketing or advertising education today.  And all for less than a credit hour at even the most affordable universities, according to the latest price at Amazon.com (linked) where I put this together.  Even that’s assuming you buy direct from Amazon — most can be picked up cheaper from third-party sellers!

  1. My Life In Advertising and Scientific Advertising by Claude Hopkins ($9.05)
  2. Tested Advertising Methods by John Caples ($11.43)
  3. How To Write A Good Advertisement by Victor  Schwab ($13.16)
  4. Ogilvy On Advertising by David Ogilvy ($17.31)
  5. How To Make Your Advertising Make Money by John Caples ($14.99)
  6. Getting Everything You Can Out Of All You’ve Got by Jay Abraham ($11.32)
  7. The AdWeek Copywriting Handbook by Joseph Sugarman ($14.01)
  8. The Robert Collier Letter Book by Robert Collier ($23.02)
  9. No B.S. Direct Marketing by Dan Kennedy ($10.36)
  10. Successful Direct Marketing Methods by Bob Stone ($33.87)
  11. Ultimate Guide To Google AdWords by Perry Marshall ($16.47)
  12. Great Leads by Michael Masterson and John Forde ($29.97)

Note 1: Most of these books were written before the internet.  Only one is specifically an “internet marketing” book — and even that is a ruse, a cover.  Because it’s actually a book about how to apply scientific advertising methods to the internet.  The internet is a medium.  Methods that work in other media can be applied with much success to new media.  While different media have different advantages and present different opportunities, it’s not the medium that matters, it’s the methods.  And the methods for effective “selling multiplied” can be applied in any medium.  This is a critical lesson.

Note 2: Yes, you already got the free download of Scientific Advertising.  I still recommend the printed book — because My Life In Advertising is a first-person narrative, while Scientific Advertising is third person and focused more on principles than case studies.  In My Life In Advertising, you’ll get a different side of the story that in some ways is far more enlightening.

Testing Platforms…

I will emphasize over and over and over again that the technology doesn’t matter, as long as it can reliably perform the mechanics of the test.  What matters is your input.  “Garbage in, garbage out.”

That said, you need the technology to do the testing on your website.  So here are a few affordable, widely-used testing platforms for web-based marketing testing:

The caveat with the Google tool is even folks inside Google aren’t stoked about it.  Yes, you can make it work.  And yes, it’s free, with your Analytics account.  But unless you’re pinching purse strings, you might want to look elsewhere.

Also, don’t forget to test things other than your webpages.  Emails can be tested, as can AdWords and banner ads, plus offline marketing (which still works quite well, by the way), and a whole lot more.  Each follows the same basic process outlined in my presentation, while the technology is specific to what is being tested (and is often built in, in the case of online tools).

Other Cool Resources…

Here are some links to other resources you may find helpful:

  • www.WhichTestWon.com: Sign up for their free “Test of the Week” email to get constant inspiration on what to test and how, plus view their comprehensive list of testing technology platforms, watch a video on “Testing Tech 101,” download a technology selection guide, become a member to get access to 300+ testing case studies, and a whole lot more.
  • Three titans of the last few decades: Among folks who test and track their advertising and marketing results, three of the biggest names of the last few decades are Gary Halbert, Gary Bencivenga, and Clayton Makepeace.  Each put a wealth of knowledge regarding tested, scientific advertising methods online for free.  Halbert passed away a few years ago, Bencivenga is retired, and Makepeace “retired” his site to spend the last couple years of his career focusing on maximizing his success with clients.  Yet all three have vast libraries of content that are still online, and still free, for now.  Here are the links…
  • LIVE! with Roy: Listen in free as I interview some of the world’s leading experts on information marketing and publishing, internet marketing, copywriting, selling, business success, and more!  Plus, subscribe to get first notification of when new interviews are posted.

Uncle Sam wants you to know: some links on this page have tracking mechanisms by which if you spend money, I make money.  It’s called an “affiliate program.”  On this page specifically, if you click the links to Amazon and buy the book recommended, I may make a few cents.  Nothing to write home about, but Uncle Sam thought I should let you know.

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