Someone sent me an email the other day requesting me to help
him rewrite his ad.
But I didn’t do it.
Not first, anyway.
Instead, I said…
Let’s focus on your email list first.
Because we can test half a dozen offers to his email list, at zero cost,
find out what’s working best…
And then leverage that into an advertisement.
Low risk, high upside.
The message: before advertising cold, consider if it’s a good idea to
test sending an offer to your email list to see if it’s a hot offer.
Then once you’ve tested warm (after all, if it doesn’t test warm, it probably
won’t work cold)… leverage it into cold.
Warm = low hanging fruit.
Cold = leverage and scale.