Hey guys! We just got a 34% lift by split testing the image on a sales page for a health brand and wanted to report back on it. The importance of the above the fold image on your landing pages can’t be overstated. They’re also some of the easiest tests to run.. even if you put zero thought into it. To be honest, randomly testing images on your LPs is probably a good use of your time. As in, putting 30 seconds of thought into it and testing will probably get you results. But if you want to put a 10 minutes of thought into it, you can use the following framework for a test: “Aspirational” vs. “identifiable” Aspirational images appeal to the end result/the person they will become by using the product. They showcase what and who your customer WANTS to be. If you sell skincare, this would be showing a young and attractive woman or man with perfect skin. Identifiable images appeal to who the customer currently is. Prevailing wisdom would say that aspirational one would win out. I mean, isn’t the whole point of product marketing to show what the person can become if they buy a product? The truth is that depends on the confidence of the avatar. Some markets and avatars are so mistrusting and jaded from trying dozens of solutions that they don’t even believe that they can get to the end goal. If you show them an aspirational image, it’s just going to turn them off. If you’re dealing with an insecure market, identifiable image would likely be more appropriate. So which test won in the test I referenced above? Aspirational. My theory is because the brand has a pretty clear unique mechanism that has a ton of trust built-in to the product. Even jaded and sophisticated prospects believe the results. Sidenote: You can use both as aspirational and identifiable images in the same above the fold. Before and after images oftentimes show both - the before is identifiable, the after is aspirational. Showing the transformation builds trust. The beauty of split testing is it puts all the armchair philosophizing to bed… even though I love armchair philosophizing about CRO. Ultimately, the market decides. What we think doesn’t matter.

Forgive my Sunday night 'shower thought' questions haha Last night I asked my wife if she'd prefer a $100 gift card to The Cheesecake Factory (they're building one by our house) or $70 cash. She chose the cash. I tried again. Would she choose a $100 Amazon gift card or $90 cash? She chose the gift card. Interesting. The reason I changed the $70 to $90 is because first, I know that the value of those gift cards is different just in how they're used. You can add Amazon credit to your account and not worry about losing the card, forgetting to use it, or having it expire (which have all happened to us). I also know that my wife is always buying on Amazon, and doesn't go to The Cheesecake Factory that often, so potentially this could be a better proxy for buyer intent, rather than brand strength. But if I could isolate those specific gift card variables and keep them consistent, I think that I could get a good idea of how one brand stacks up against the competition.

Ya’ll are sneaking in here and you thought I wouldn’t notice. As mentioned, if you don’t comment on the “pitch yourself post”. I will. I did give you warning ;) Ladies & Lords here are some of your latest members: @Logan Forsyth In a nutshell, these guys make you famous on social media using what I call the “Andrew Tate” strategy. (They guarantee up to 1 Billion views in 180 Days) I am personally itching to work with them one day. @Blake Wyatt Blake’s one of the best FB media buyers in the world. (In my totally biased opinion). He’s VP of marketing for a company I won’t mention. He’s also a legitimate king at low-ticket ascension funnels. One he runs has done over 5,200 qualified sales calls in like 9 months. (that was over a year ago, so it's probably more impressive now. I remember stuff Blake.) @Ethan Bence CRO whizz. Over $100m in profitable revenue scaled for his clients. Again, in my totally biased opinion, he’s one of the best CRO guys out there. He’s also a super chill dude. @Tyler Foo Tyler was previous head of advertising at MindValley. MindValley’s a behemoth in the info/education space. You may have seen some of their manifestation ads on Youtube. Since leaving, he’s now a killer gun for hire. @Will Green Man behind the curtain so I won’t reveal too much. He mentored me on how to market & write copy for over 8 months. Then gave me to Hormozi. To finish, here's a couple of ways to get more value out of this group: - Comment on the "shamelessly pitch yourself here post". Remember every new person who joins reads the "pitch post" (Let's be real). Meaning if you want to be top of mind and intro yourself on autopilot to every person that gets added, there's your shot. - Value in public, ask in private. You're in a room with some of the brightest minds in marketing. (With more joining). You've got a free platform to showcase what you know and open new doors. (I know of a couple of folk who are already collaborating on projects.)

If you don’t I will. 😈 Here’s why: BIG Picture: The real value in this group is who’s going to be in it (and who’s already here). You don’t have to post valuable stuff in the channel. (You can if you want, and I encourage you to.) However, I do want to make you aware of one of the ways this group is being built. Because over an extended period of time, it can represent a lot of value for you - when you need it. This group (in part) is becoming a rolodex for each of you. Independent of the other benefits you’ll get. What’s a Rolodex? A Rolodex = a contact list of people who you can call & reach out to who have got your back. (Or have skills you need.) Whether you give each other referrals or work, create campaigns together, or whatever else you decide. I’d like to build a community here where you guys can collaborate to make each other more successful at the various projects you’re working on. To help each other out best, you guys need to know each other. Or at least introduce yourselves. Therefore, please introduce yourself now. (You can do so with a comment below, and I’ll pin this post.) Final note: On the topic of this being a Rolodex… Here’s some more context about this group. About a year ago, I spent an entire quarter finding the brightest marketing minds who secretly work behind the scenes. The men and women who are involved in the larger companies in our respective spaces. After all was said and done, I complied a Google Doc 27 pages long of talented individuals who can: - Spend millions on ads profitably. - Build funnels that convert people - Write VSLs and webinars - Build CRM’s - Make direct-response ads which can scale - Explode social media accounts And so on… Guess what? Who do you think is joining this group at the present moment? For example, @Jimmy Contrini joined yesterday. Jimmy helps build big brands on social media. He was a content strategist for Gary Vee and helped build the Hormozi content team over the last two years.

It's widely believed you have to always give the customer what they ask for. This is a fallacy in a sales and marketing environment. Example: Data shows you make more sales when you take controls off a webinar replay. If you asked people what they'd prefer for a replay, they would say they'd want the ability to hit pause or scroll through the video. What your customers like isn't always what's best for your marketing. There's value in controlling the frame. No one asks for a 2-hour webinar with a pitch at the end. Yet you can't argue with the sales that webinars can produce. Something to consider when designing your marketing. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford.