Don’t reinvent the wheel. Pick a format with a proven track record.

I‘m not going to be telling you anything you don’t already know. I’m just going to tell you, I’m not one of those creatives who’s going to try to convince you to try a new format, a new approach, or a new gimmick. Those impulses have been beaten out of me over 30 years of experience seeing the same formats win time after time. I gave up trying to change the world years ago.

My main goal is to win, and claim the control. Here are a few of my go-to formats: The Classic 6×9. The slimjim magalog. The super-voucher. The bloated #10. The mini-funnel. These formats that have been polished, tested, and refined by my creative partners and I to deliver results, and become the control.