What do you do when you make a mistake either on your website or in your marketing? Or in any communication for that matter? You hope no one sees it, right? Then you go back in the dark of the night and erase it.
Like it never existed
That way no one knows you made a mistake, right? Wrong, wrong, wrong. Don't do that. Why would you do that? You want to keep your mistakes. Every one of them. Because when you goof up, you have a before scenario. When you succeed, you have an after scenario.
Customers don't just want to know how to succeed
In fact, I'll go further. They want to know how NOT TO FAIL even more than they want to know how to succeed. They don't want to be goofballs. They'd rather you did it and told them what NOT to do.
The Brain Audit Rip was one such product we created. It showed you how some of the pages on PsychoTactics sold nothing and then sold heck of a lot.
We've got emails which did diddly squat. We tweaked those emails and got an 800% response. Whoopsy! Would you want just Email No.2 or do you want Email No.1 as well, so you can compare and learn?
See? Makes sense, doesn't it? Store your mistakes.