In other words, learn how to test test various elements of your marketing to find which of them really work - and which don't - and you can learn how to market effectively.

Notice that Jay did not say that by testing anyone would BECOME a marketing genius. He said "marketing genius EQUIVALENT." In other words, if you're willing to do what most marketers don't do - test, and adjust accordingly - results can be same.

Yes, by testing, you can generate same results as a marketing genius, without having to be one.

Despite dramatic increases in response that can be gained through scientific testing, most marketers and copywriters today still don't take advantage of it. Still others either don't test enough, or don't test properly.

For purpose of illustration, let's use superhighway analogy. Let's think of your business as a hotdog stand located on superhighway along with millions of other shops, malls, cafes, stores, restaurants and, yes, hotdog stands. _____________

GREAT MYTH 1: Free Sells

So your hotdog stand offers something for free... what?

Napkins? Great. Wow. Excellent. But remember, sell sizzle, not steak! So what excites you most about napkins?

Are they printed with horoscopes? Are they recyclable? Extra absorbent? Two ply? Then say so!

But remember that your freebie is kinda lame and everybody kinda knows it and nobody is really forking over actual cash out of gratitude for free napkins.

MORAL: Free is highly over-rated. _____________

GREAT MYTH 2: All Traffic is Good Traffic

It would be more accurate to say that MOST traffic is POTENTIALLY good.

If you have a hotdog stand, virtually anyone can be converted to a customer, whether they came for your ridiculously excellent napkins, clean washrooms, or snappy banter.

But, if you sell '82 LeSabre windshield wiper screws, then you might want to be a little more targeted in your efforts.

MORAL: Focus. Focus. Focus. _____________

GREAT MYTH 3: All Businesses Should Be On Net

The best advice I've ever given as an internet marketer was "Stay off net."

Nobody listens, of course. They know that internet is fabled El Dorado where rivers run gold and cash is common as dust-bunnies.

(Maybe local bait shop owner just thought I wanted it all for myself.)

MORAL: Leap before you look, quoth lemming. _____________

GREAT MYTH 4: Drive Your Hit Counters Insane!

Hit counters don't actually go insane... netrepreneurs do. If you want your hit counter to go insane, tell it about your childhood.

Any traffic generating trick that works will stop working next week when everyone is doing it and no one is falling for it.

MORAL: Tricks are for dogs. _____________

GREAT MYTH 5: The Great Marketing Secret!

Oxymoron.