“Gentlemen.”

The waiter says as he approaches our table holding up a picture of a Tres Leches cake.

“Could I interest you in a dessert?”

I look across the table at my friend — Alex — who’s flown to Atlanta all the way from London.

“You ever have Tres Leches?” I ask.

“Never.”

I look back at the waiter and say, “My good man, can I ask you a weird question?”

“Of course.”

“Do more people order dessert when you show the picture vs when you just ask?”

“Oh definitely.”

“Out of ten, how many people would you say order with the picture?”

“Three or four.”

“How many people would order dessert without the picture?”

“Oh, almost none.”

“None!?”

“None.”

“Does any other waiter show the picture?”

“I don’t think so?”

“That was your idea?”

“Yes my man.”

“I like you. Well take a Tres Leches and two espressos.”

“Coming right up.”

He picks up our empty plates where there used to be steak tacos — now devoured.

Alex looks at me from across the table.

“Coffee and cake sounds really good.”

“Did you hear that?”

I say practically ignoring the idea of the cake.

“About the picture?”

“Yes! Three to four people just from showing a picture.”

“It’s brilliant.”

“He should show a better picture. One with the cake cut open.”

“You should tell him.”

“I will. And he can keep the profits for free.”

Alex chuckles and begins to change the subject when I subconsciously tune out.

I begin thinking of other things I can A/B test to increase my conversion rates.

The curse and blessing of being a direct response copywriter.

I’ve documented all my A/B tests.

Headlines.

Tweets.

Thumbnails.

Squeeze pages.

Something most newbie internet marketers fail to do.

They don’t test.

They don’t look at data.

They don’t track their winners.

Fools.

They do the status quo like all the other waiters.

Asking if you’d like a piece of cake instead of showing a piece of cake.

Which apparently increases upsells by 30%+.

Do as you please but as for me and my house, we shall A/B test.

And if you’d like to get your grubby little hands on the winners of my A/B tests for subject lines, tweet templates, squeeze pages and other useful copywriting desserts…

… then I highly recommend you click this button.​

👆I’ve turned all those A/B tests into 285+ templates you could use.

Human tested. Not AI trash.

Use those and start increasing your conversion rates today.

Your friend,

Alin “Enjoyed His Tres Leches & Espresso” Dragu