Dan is a New York Times bestselling author, entrepreneur, keynote speaker, and researcher. His new book is called Back to Human: How Great Leaders Create Connection in the Age of Isolation. Top 3 Value Bombs: 1. When you’re running an effective ad, you want to be testing one variable at a time so you’ll know exactly what difference that variable makes. 2. The Shotgun technique: Create as many ads as you can with as many different creatives and as many different copy types, and; then test to as many different audiences as possible. You'll figure out what works really fast! 3. Everything you do should have a system and a process. Sponsor: Podium: When it comes to customer service, no one wants to wait on hold or try multiple phone numbers before actually talking to a real human. Meet your customers where their screens are. Visit podium.com/FIRE to get 10% off your monthly subscription!