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7 Musings On Business Copywriting And Direct Marketing
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Virtual and real forests have been felled on the topic of selling more and marketing more effectively, why? Because it is a constant source of frustration and interest for anyone who owns a business.
Here a few of the lessons I have learned along the way
An old adage that you here around the traps is that "If nothing gets sold, then nothing else matters." The more I longer I stay in business the truer that becomes for me. If you don't get operations then, be sure to team up with people who understand operations so that once you sell it you aren't left with disappointed customers.
There are decisions that can be made as a by-product of other decisions that shape your business far more than you can imagine. For me was when I started my first business to sell roof restorations - I didn't realise what I had precluded myself from. The way I was selling them there was only income. A real problem if you want to build a business that has equity.
Business is a game of knowing the right numbers. Most businesses are run worrying about the numbers the accountant provides. Those aren't that helpful. Once you know the right numbers and have them working in your favour nothing can stop you.
Direct Marketing Rules. If you don't understand how to create marketing that creates a measurable immediate response then you will be working hard and reliant on manual labour in order to succeed in business. The first time I experienced this (and you need to experience it personally for it to change your life), I put $100 in the mail and made $1,000 back. If I had of known what I was doing in a marketing sense back then, I would have made much more. And would probably still be doing roof restorations for a living.
Being able to write your own copy that works means automatic implementation and being good means easy additional money. Effective copy is a vital part of an effective direct marketing systems. It is the core skill required to increase the conversion rate of any sales activity. In an initial test I was able to beat the industry average for a media by 200%. I was three times more effective than average. It meant in this case, leads cost a third as much as we were expecting. The best part was I wrote the promotion in 2 hours. My business partner designed it that afternoon and we had the implementation scheduled for two weeks out. We didn't need to go and find a team to do it for us. How else can you get same day turn around?
Implementation Rules. If nothing gets 'out there' you will never see a result. Too many times have I seen business owners and marketers with the best of intentions shelve projects after they start them. Pick things you can see through to completion, otherwise save your time and don't start.
Know why you are in business. Nobody can keep going without something to aim for. There is nothing like business to make you examine every fibre of your being and find out who you really are. Having a vision of where you are going and the lifestyle you want to live makes the trial by fire easier. Knowing where you are going makes it easier not to chase shiny rocks along the way. Pyrite (fool's gold) is a shiny rock.
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