A Prescription in Marketing

I’m a firm believer of ROI (return on investment) as the best measure of effectiveness, but ROI doesn’t just measure your copy’s effectiveness. It includes your market, your offer, and your copy.

Those who talk about conversion rates alone are missing the boat. However, there’s a caveat to that: if you are using conversion rates as a comparison figure, it tends to be more relevant. Continue Reading »

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Is it just me, or is everyone getting a flood of “free teleseminar” offers in their inbox nowadays?

Now, don’t misunderstand me. I think teleseminars are a powerful and lucrative way to tap a new profit center for just about any business. And even though it seems I get a half dozen of these teleseminar invites a week (and steadily increasing), they all have a few things in common: Continue Reading »

Not too long ago an associate of mine asked me to look at his website’s sales copy. He had been struggling with tweaking and testing, and his latest salesletter to beat his previous control only ended up bringing in an additional 0.02% response. With all the marketing he was doing, his site was barely profitable. He even hired a decent copywriter to craft his latest salesletter, the new control.

Well, I took a look at his site, and I gotta say the salesletter didn’t look bad at all to me. Great headline, great lead, decent offer with plenty of quality bonuses. Pushed the right hot buttons, used takeaway selling, good call to action. Overall a very good sales letter (to me, at least). So why was it doing so poorly? Continue Reading »

Have you ever found yourself so busy with the operations of your business that you didn’t have time to work on your marketing? Or perhaps you conducted some successful marketing campaigns that brought in so much business, you had to turn people away. No need to market again for a while, right?

But businesses who fall into that line of thinking usually end up with dried up leads and customers after a while. Even that “rush” of business following a profitable marketing campaign will eventually subside. Then you need to market all over again, and it can frequently take time to build up the momentum again. Continue Reading »

There’s this notion that some people have about marketing. Specifically, online marketing. Many online marketers are looking for the next killer online marketing strategy, only they seem to forget that most of their target market lives in the offline world. In other words, they completely ignore offline marketing or do it very sparingly. Continue Reading »

I’ve been meaning to start a blog for some time, and not because everyone else is doing it or that I feel I have to share my life with the world. It’s really my desire to start and engage a dialogue about a special topic for me: copywriting and marketing.

Now there are many others out there with some of my experiences, expertise, and goals. But there’s nobody else in the world who has all the combined knowledge as me, and has experienced the exact same successes and failures. The same is true of you. Continue Reading »