Hey Kids,

       The AD ran today.

       Grandpa once taught me to lower expectations on the day ADs break. I don't know if that is good advice or not, but it is so ingrained in me from being his child that I can't help but feel a little negative.

       It is a self defense mechanism for the ego to lower your expectations. This way, bad news doesn't hit you so hard and good news only feels better.

       So if I sound a little subdued, I can't help it.

       This is movie day, but I can't go because I have of take care of you, Preston and pick up Emma later.

       However in the fashion of my father we shall trudge on.

       As we suspected, we didn't know the AD ran until after it did.

       Just like my dad always did, I went to get a few copies of the newspaper at the newsstand.

       I will now read the ad in its entirety and sign up myself. If this was a product I'd buy it. The point of this, is to make sure the ordering process is smooth.

       Imagine we got a response of say 5 people but we found out they had to hunt us down to sign up. This would make a huge impact on our decision to try again or not.

       When I went through it, I could see that it takes a few steps to sign up. This means it will take some time to get good feedback. Also, we need to remove a step or two for the next test and make it easier for them to sign up for the free report.

       This is also the time to read your AD and make sure they spelled everything right and I have already highlighted some changes I'd like to make.

       So in addition to what I mentioned in the last letter, I will put a more quantifiable number in the AD, like "How To Make Up To $5,000 A Month During The Recession!"

       I may also test a phone number option, where people call and leave their email address so they can order faster.

       Well I am going to take a break and hang out with you Preston.

       Love,
       Pop

PS Preston, I took you with me to buy copies of the AD and while we were there you asked for a Spiderman comic. I was a Punisher fan and that character came out of the Amazing Spiderman series. Today, they had the Punisher in the latest issue of The Amazing Spiderman because there is a new Punisher movie coming out. Maybe that is a sign of good luck.