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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing by Chris Goward

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Chapter 8

Optimize for Anxiety

You only have to do a very few things right in your life so long as you don't do too many things wrong.

—Warren Buffett

Are you a Spiderman fan? I often wonder what makes some superheroes so easy to relate to. Perhaps many of us wish we had a secret identity to change into so we could kick ass, too.

Spiderman also has an appealing sixth-sense power: when danger is near, our hero Peter Parker can always tell because his “Spidey sense” tingles. His sixth sense alerts him so he can avoid surprise dangers. If you were like me as a kid, you may have wished for your own Spidey sense at school to warn you that a pop quiz was about to happen!

It turns out you do have a sense that’s attuned to danger in your environment. ...

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