{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Operator's Canon","title":"Half My Ad Money Is Wasted, Scientific Advertising","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/6884ed32\"></iframe>","width":"100%","height":180,"duration":528,"description":"A retail owner spends real money across Facebook, radio, print, and Google, and can't say which channel brought in her last twenty customers. Brian and Dave reframe \"how do I spend smarter\" as \"you can't see,\" and get into the measurement-and-testing discipline Claude Hopkins formalized in \"Scientific Advertising\" in 1923 — making every channel raise its hand, testing one variable at a time, setting the sample size before you start, and reason-why copy. They also cover the honest limits: testing needs volume, and it optimizes the choice in front of you, not the choice you never thought to make. Monday Move: pick your single most expensive channel and give it one way to prove itself — a unique code, a dedicated number, or a landing page only it points to.\nWritten version and this week's Monday Move: The Operator's Library at mmsvegas.com.","thumbnail_url":"https://img.transistorcdn.com/D3Dw_gSbEgTxi415kw2FdnRzW32HuHBkHEVsEcteVcg/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mZmMw/MDY1MTNlZTgyMDA5/NTU5YjExMTE0ZTEy/MzRhMC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}