Hey guys. Just a quick one. I was talking to I guy I coach two days ago and we were discussing product ideas. Long story short, we were looking at the connation's of the word "ebook" in a customers mind and we did a quick poll on one of the lists. By a large majority, the more seasoned buyers were very wary of the word when they saw it and associated it with sub par content, poor grammar, bad layouts etc, which I thought was very telling. Curious as I am, pedantic OCD IMer that I am I sent out a mail to a section of my list and explained prior to them that I was sending two test ads with dummy links, they couldn't buy anything but could they let me know which ad they would have felt more pull and response too. The only, only diff between the two? I replaced every instance of the word "ebook" with "digital guide", yes I know but it was an ad hoc test and I will consult my thesaurus later people BUT the ad with etc etc digital guide, the exact same copy in all other ways, in other words, got a higher response rate. I am a devotee of the physiological aspects of language, its one of my other obsessions but this simple change was very interesting. I shall test further and post again but food for thought there I'm sure you will agree.