Russell Brunson

And in his basement, there's a room.

And in the room, there's a door that's locked that he will not let anybody go into.

And I know this is true because I've tried twice to go and he literally will not let me into that room.

But in his room, he's told me, he will not show me, he has filing cabinets of swipe files.

So when Dan gets hired to write an ad for somebody, the first thing he does, he goes to the swipe file room, pulls out the filing cabinet, finds the ads, pulls them out, reads 50 different ads, and from there, articulates the headline, the flip test headline, the different body copy, all kinds of stuff, all based on ads inside of his swipe file.

And most of his ads are from this time period, not from today.

And so it's kind of fascinating.

Now, the other cool thing is, when we bought Dan Kenney's company,

in the contract, in the will, when Dan passes away, his entire swipe file room, which so far, nobody's seen it except for him.

In the contract, I literally get access to it.

So someday in the future, I will share some of the swipe files from Dan's filing cabinet with you.

And you have a chance to learn the same stuff that John Capels is showing you here inside this book.

All right, if you guys want to get a copy of my notes as I went through this book, in the description down below, there's a link.

Go check it out.

And you get the notes.

We'll give you the highlights, the outline, all the best stuff from this book to help you guys be successful.

So when you are doing the split test and you're testing your advertising, that way you can use the mindset of John Caples, one of the greatest advertisers of all time.

And other than that, appreciate you guys.

Hope you enjoyed this video.

So share with other people.