Hello all! I wanted to share something that perfectly illustrates why split testing isn't just "nice to have" - it's absolutely critical when you're operating at scale. We just wrapped up testing our MagBiotic affiliate swipes, and the results are a masterclass in why every percentage point matters when you're playing the numbers game. Here's what happened: Our winning subject line "Why sleep experts are 'going crazy' over this probiotic" hit a 4.00% click rate, while some of our other variations landed around 2.17% - 2.26%. Now, you might think "Sarah, what's the big deal? It's just a couple percentage points difference." But here's where the magic of scale kicks in... When you're sending to 150,000+ people (like we did), that difference between 2% and 4% isn't just academic - it's the difference between getting 1,000 clicks versus 2,000 clicks (per segment). That's literally DOUBLE the leads. Think about that for a second. If we hadn't tested and just went with our "gut feeling" pick, we could have easily left half our potential leads on the table. Half! And when we hand these swipes over to our affiliates who collectively reach hundreds of thousands of people? Those percentage point differences compound into massive differences in revenue and impact. Here's the kicker - I put together all this copy using Companio, and it took me about an hour. In the past, creating multiple variations like this would have taken me a couple of weeks, maybe more, to pull together properly. Have many of you used your Companio credits to run these sorts of tests yet? (PS: If you'd like to see the actual email copy we sent our affiliates, I'm happy to share both the winners and the losers so you can see exactly what drove those performance differences.)

I remember being blown away when I first heard this quote: "When you have written your headline, you have spent eighty cents out of your dollar," - David Ogilvy Even though we have been doing this for 10+ years, I'm still blown away at the power of the headline... It can literally make or break a campaign. We did a recent headline test across 60,000 people on a recent launch, and it increased the conversion rate on the page by around 24%. Take Action Today vs. Huge Savings Today Which one won? 👇 (before I get there, quick rant) Takeaway for you: Always be testing. Never stop testing. If you think you have tested a lot, test again. We have launched events like these around 20 times ...and we are still testing! So often, people will launch with the minimal amount but expect maximal results. Don't be that person. The winner...? "Huge Savings Today" at 24%. This doesn't seem like a lot, but it has just increased our affiliates' revenue by 24%, improved our return on ad spend by 24%, and the downstream impact of running at a higher scale is even more significant. What feels like an “overnight result” is usually just the compound effect of lots of little improvements that finally add up.

Hi Matt & Sarah, just a message to say hi. I love the about page! It certainly sounds like we could learn a lot from you both. Looking to seeing the community grow.

You know what a close relative said when I told her I was trying to learn internet marketing full-time? "That's not a real job, Matt." I was in my 20s, earning over $120,000 per year. Walking away from more money than most people see at 40. And here's the thing that nobody tells you about taking that leap... It wasn't the money that terrified me most. It was the thought that if I failed, I'd have to go back underground. That shame of crawling back to the "safety" I'd rejected. That haunted me more than any financial fear ever could. But then something beautiful happened. I started meeting other people who'd taken their own leaps. And not one of them - not a single one - ever questioned my decision. Because here's the truth nobody talks about... The athletes understand the first painful day at the gym. The entrepreneurs understand the terror of that first sale. The artists understand the vulnerability of that first performance. There's this unspoken brotherhood (and sisterhood) among people who've actually done 'the thing'. When I meet someone who's built a business from scratch, we don't need to explain the 2am anxiety attacks. The moment when you're doing laps around your kitchen counter, your last bit of savings invested, wondering if this crazy bet on yourself will actually work. We just know. When a musician tells me about their first open mic night, I get it. Different stage, same terror. Same vulnerability. Same courage. When an athlete talks about showing up to the gym after years away, feeling judged, feeling weak, feeling like everyone's watching - mate, that's exactly how I felt sending my first marketing email. We're all just beginners at something. And the people who've been beginners before? They become your biggest champions. They see your struggle and remember their own. They see your small wins and celebrate them like championships because they know what those first victories cost. My wife Sarah and I built Goodness Lover from nothing. 45,000 people registered for our first event. But before that? We were just two people in a tiny Sydney apartment, burning through all our savings, hoping like hell this would work.