Do NOT Make This Same Mistake I Did!
Dear Friend,
Here's a very common mistake people make when they're trying to get new business.
I'm going to use my own foolish screw-up to illustrate it.
It goes to show you what I keep trying to drum into your thick skull: If you use it right...
The Power Of Direct-Response Is That It Positions You As The "Mac Daddy" In Whatever It Is You're Doing, And... It Lets You "ATTRACT" Prospects, Instead Of Constantly Having To Chase Them Down!
Here's what I mean:
Years ago, when I first started writing sales copy, I used to thumb through my local paper and find a few REALLY bad ads. They weren't hard to find, but what I did is, I went after the COMPLETELY screwed up ones.
Ones that read something like: "Dr. Frankenstein, DDS We love happy smiles. Come visit our new office at 1313 Mockingbird Lane"
I'll tell you what, Dr. Frankenstein had better be relying on more than his marketing to pay for his own kid's braces, because ads like this have an absolutely ZERO chance of ever doing anything as far as bringing in new patients.
Anyway, so I'd find bad ads like that one and then I'd send Dr. Frankenstein a letter that pretty much went something like this:
Dear Dr. Frankenstein, I see you're consistently running an ad in the Fort Lauderdale Sun-Sentinel West Broward County section Let's be honest here: That ad isn't working very well for you, is it? And so why do you keep running it over and over again? I know your ad rep told you you need maximum exposure, but let's call a spade a spade here: If it didn't work the first time, why should it work the 17th time? Good question, no? After all -- what's different about your ad the 17th time you ran it, that will all of a sudden make it start pulling for you? I have a solution for you that is guaranteed to improve the pulling power of your ad: I am a direct-response copywriter and I am a damn good one! And if you will give me a shot at fixing your ad, I'll swear on all that is holy, it will pull MUCH better. Just give me a call at 954-XXX-XXXX and we can talk about it. Best regards, Craig Garber |
And guess what would happen after that?
Did the good doctor give this young eager-beaver a chance to prove himself?
Did my phone start ringing off the hook because Dr. Frankenstein "sensed" I was "THE MAN" when it came to fixing his shitty ad copy?
Did he tell all his friends about me too?
Did I start getting more business opportunities than a whore in a prison?
No, not at all!
What happened was...
ABSOLUTELY... NOTHING!
And if you're a really good person, I'll tell you why over the next few days -- I'll reveal the critical marketing mistakes I made here -- and... I'll even tell you what I should have been doing instead.
O.K.?
Now have a good weekend and go sell something,
Craig Garber
Any comments?
Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!
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| “Craig Garber is America's top direct-response copywriter. Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber. All rights reserved.” |