In this week’s episode of the CEO Warrior Podcast, Mike Agugliaro interviews Doberman Dan. Doberman Dan is a thirty year serial entrepreneur and direct response copywriter. Dan has started four nutritional supplement companies, sold three of them, and has been hired by a $600 million a year business to start their new supplement division. Dan has been publishing the Doberman Dan letters since 2011 and has some of the most successful marketers in the world as subscribers.

Main Questions Asked:

  • What is the big problem with direct response and copywriting today?
  • What are some competitive advantages we can use today?
  • What are some strategies you’ve used that worked/didn’t work?
  • Do you use split tests and how important are they?
  • Can copywriting help you establish your brand?
  • What do you believe to be some of the fundamentals to building successful businesses today?
  • What is your experience with outsourcing?
  • What are some questions you would ask a struggling business owner?
  • What would you tell somebody just getting started today?
  • What is something you want entrepreneurs to keep in mind over the next few years?


Key Lessons Learned:


Modern Marketing

  • Most companies spend most of their effort focusing on the internet. There is a lot of forgotten opportunity with offline marketing.
  • Direct mail is still very effective.
  • Physical ads have a deeper emotional impact than the same ad delivered digitally.
  • An ad delivered physically can have 30x the results as the same ad sent via email.
  • Marketing today is generally focused on the most convenient tactics which are not necessarily the most effective.

Competitive Advantages

  • Use direct response marketing with a long term focus.
  • Most businesses can use direct response to grow if they take the time to learn the right way to do it.
  • Get on the lists of the people doing direct marketing successfully, study what works.
  • Don’t rely on your customers to come back to you. You need to build a relationship with your customer over time.
  • You need to sell more than one thing to your customers.


  • Copywriting is the art of persuasion.
  • Copywriting isn’t the only way to convince people to buy. Understanding the “big idea” is the first step.
  • The “big idea” is your product/market fit.
  • Test the things that scream, not the things that whisper. Your big idea, your offer, price points, headlines.
  • Your headline can be the most important part of your copy.
  • Copywriting is part of your message as a business and represents a part of your brand.

Split Testing

  • Split testing is running two campaigns side by side with a single variable difference.
  • Testing is part of the optimization process.
  • Testing the headline can yield incredibly different results.
  • Always test your marketing efforts.

Starting Businesses

  • You should try to put yourself into the CEO position as soon as possible.
  • Be the general, not the soldier on the front lines.
  • Work on your business, not in your business. Allow others to do the small jobs so you can focus on the vision.
  • Figure out what you’re good at, let others do the rest.
  • Just getting started is better than just thinking and procrastination.
  • You will find more answers through motion and getting your “thing” in front of your customers.
  • Better done than perfect. You can always improve it later.
  • You need a long term vision. Do what you have to do to get customers, not just sales.
  • The back end is where your business can be successful, the lifetime value of your customer is more important than a single sale.


  • You can find a huge number of people willing to do virtually any job online.
  • com,, are all great places to find freelancers.
  • Understand the value of your time.
  • Others can do the jobs you don’t like to do and probably aren’t good at much faster and cheaper than you can.

Final Tips

  • Your business isn’t going to improve unless you improve yourself.
  • Understand the lifetime value of your customers, it could be the force multiplier for your business.
  • Combine online with offline marketing.
  • Find your big idea, be the general, not the soldier.
  • Have a long term vision.


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Links to Resources Mentioned

Off the Chain Podcast

Gary Halbert letters