Course Description

The single-most valuable
marketing skill?

What if there was one skill you could develop, as a marketer, which would make everything you do all the more powerful and profitable?

What do you think that would be? 

Would it be copywriting — writing better selling messages?

Strategy — developing better marketing systems?

What about media buying — getting the right people to see your message?

Or offers?  Or follow-up?  Or…?

If there was one overarching skill that was both more valuable than all the others — AND which could be used with each to make them more powerful — what do you think it would be?

Try this on for size…


That is, systematically trying two or more things, to determine what gets the best results.

The world’s best copywriters got that way through TESTING.

The world’s best marketing strategists developed their strategies through TESTING.

Media buyers are always TESTING.

You can only identify the best offers through TESTING.

Follow-up, or any other part of a marketing campaign, is best proven in its effectiveness through… drum roll… TESTING!

It’s the foundation of modern direct response marketing.  In fact, in at least 90% of the projects I do for my clients — some of the world’s best direct marketers — I’m creating a promotion to be TESTED against other promotions.

Go back a century.  To when Claude Hopkins was laying the groundwork for his classic, Scientific Advertising

Old Uncle Claude taught us: There is no reason to rely on hunch or intuition.  Rather, you can simply test your marketing to find out what works and what doesn’t.  Then do more of what works and less of what doesn’t is a scientific path to maximize profits.

And since Hopkins, nearly every great marketer and advertiser you’ve heard of, and countless more you haven’t, have all been obsessive testers.

But most marketers get testing WRONG!

Do you know the difference between a test that will give you a 10% difference in response rates — and one that will generate 10-times the response?

Many marketers don’t. 

(And I’ve even screwed this up sometimes — you have the benefit of learning from my failures.)

The thing is, most marketers THINK they’re testing their marketing.  And they ARE going through the motions of running one split test after another.

But while they’re getting consistent incremental improvements, they’re missing out on big breakthroughs.

Because simply knowing that you need to test — or even the technical skill of how to test — is not enough.

You must know the thinking behind creating powerful test inputs.

You can read the proverbial manual if what you need to know is how to run a test on Google AdWords, or Facebook advertising, or using some software on your website.

But what the manual won’t tell you is what will actually move the needle.  What testing principles and strategies will be most likely to help you create a test that will lead to 2X, 5X, even 10X your current response rates.  Regardless of which software or testing model you use.

That’s what I’ve aimed to do in The Scientific Path to Increasing Profits.  And it’s available to you, for instant streaming access.

Founder & Lead Instructor, BTMSinsiders

Roy Furr

"I share ideas that grow businesses." At the heart of everything he does, whether that's consulting, copywriting, speaking, publishing, or training through BTMSinsiders, that one idea drives Roy forward. To share proven ideas for helping you grow your business today, based on the principles of effective direct response marketing.Roy Furr is one of the world's most-recognized authorities on direct response, results-accountable marketing and advertising. As both a copywriter and marketing strategist, Roy has been responsible for multiple multi-million dollar breakthroughs for clients since 2005. Today, Roy continues working with a limited number of high-level clients on creating marketing breakthroughs, publishes the free daily Breakthrough Marketing Secrets (BTMS) essays (regularly read and circulated among the marketing A-list), and is the founder and lead instructor of BTMSinsiders.

Course curriculum

  • 1

    The Scientific Path to Increasing Profits

    • Video Lesson (1:23:14)

    • A Quick Request

    • Download: Mind Map

The Scientific Path to Increasing Profits
is available exclusively for BTMSinsiders members

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Good course about testing

Roya Ball

Covers multivariate testing, split testing, and the different factors that go into that. has some other good nuggets of information, too.


Excellent guide to different kinds of tests

Anthony Metivier

This is the example-based information I needed to think about how to test better.


Simon James

Members: Rate and review this course.

Roy Furr
Founder, BTMSinsiders

My Guarantee

I personally stand behind the value of BTMSinsiders, with a simple guarantee.  Try us for your first month, at zero risk or obligation. If you're not totally satisfied for any reason, let us know by emailing [email protected]. You'll get a prompt and courteous full refund of your first month's fee. After your first month, cancel anytime and you won't be billed a penny more.

My business runs on a set of core values, and the first is "The Golden Rule." That means we treat others the best way we want to be treated. Whether you love or hate us or our content (or anywhere in between), we will do right by you.

The Scientific Path to Increasing Profits
is available exclusively for BTMSinsiders members

Learn More
Join Now