Russell Brunson

In its original dust cover, I spent $373.12.

I'm not sure why that's where they posted it on eBay, but that's what I got it for.

And this book is, again, one of the

One of the books that most advertising students, when they get into advertising, internet marketing, it's one of the staples that people read to really understand the science about advertising, how the whole industry started.

Capels is one of the best and tested advertising methods.

One of my favorite because we are big

testers in our business.

A lot of people, they put up ads, they drive funnels, they kind of walk away and they hope for the best.

In our company, we are constantly always testing.

In fact, I remember when I first got into this business, one of my early mentors, Alex Mendoza, I remember he told me something one time.

He said, he's like, you need to set up your business where you can give yourself a raise every day.

And I was like, what does that even mean?

And he was talking at the time about split testing.

He was like, if you split test a different headline every day, let's say every day you spend a day or two split testing a headline and you increase your conversion from 12% to 15%, you literally just gave yourself a raise.

You're getting the exact same amount of traffic, exact same ad spend, exact same everything, but you increase the conversion by 3%, you're not making more money than you were before.

He's like, you literally just gave yourself a raise today.

And the next day you come back and you find something new to test and you split test and you get increased by 30% or by 12%.

Like every time you do that, you're giving yourself a raise.

And so this book right here, like I feel like John Caples would have been like my marketing uncle or grandpa or something because we were cut from the same thread.

This whole book is about these different ways, these methods of testing.