You're looking at one of the most profitable direct response ads -- ever. It was conceived and written by Joe Sugarman, living legend of our Facebook group.
Over the years, Joe sold around 20 million pair of BluBlocker sunglasses. These days he lives a Cribs-like existence in Maui, which my brother Allan tells me is Hawaii's most beautiful island.
I spoke with Joe earlier this year, and he mentioned something that should be burned into the memory of online and offline marketers everywhere.
The man who wrote, "I have failed more times than anybody I have ever known," talked about extreme, consistent, deliberate failure. Joe said his ads failed around 90% of the time.
Marketing Research 101 professors say not to run a test unless the potential value of testing far exceeds the cost. Direct Marketing 101 professors add that tests should be run in ways that minimize downside risk while maximizing upside potential.
Intelligent direct marketers launch tests to thousands and roll out winners to millions. They alter or dump losers before they cost big bucks. Profits of winners are far higher than tests that crash and burn. Simple.
Testing made Joe Sugarman richer than any of the "gurus" who made money talking about getting rich in marketing. It's a lesson worth repeating next time you propose a test and someone asks, "Aren't you already supposed to know the answer?"
Have a great testing story to share?
