Very solid advice! Just to give some examples for points #3 & #4: - Gary Halbert insisted on replacing web site (credit card) forms with a toll-free 1-800 num

Very solid advice! Just to give some examples for points #3 & #4: - Gary Halbert insisted on replacing web site (credit card) forms with a toll-free 1-800 number where a real person took your order and credit card info. This was at a time when people were not used to buying stuff online, yet. Huge bump in sales/conversion rate. - The publisher made a fancy, gorgeous site (with Flash, etc) for "Kick-Ass Copywriting Secrets Of A Marketing Rebel." However, it took too long to load and didn't have good sales copy. John Carlton got it changed to a simple "ugly" site with testimonials along the side[1]. Again, boosted sales/conversion rate. [1]: https://web.archive.org/web/20020409092118/http://www.marketingrebel.com/ https://web.archive.org/web/20020409092118/http://www.market...