Emotional direct-response marketing: Advice on how to use "Breakthrough Advertising 2"
By the way, if you’re going to be at the Get Motivated seminar today in Tampa, keep your eyes opened for me, and make sure you say hello.
Today, a common question I get that makes a heck of a lot more sense for someone else to answer, instead of me.
Here’s the question: “Craig, can you explain who your book can best help?”
This is usually followed by a description of where the person is at this point in time in their business life. Things like, “I’ve been in this business for ‘X’ years”… or “I’m switching over to doing ‘X’ from ‘Y”… or, “I’ve been a student of direct marketing for 15 years now”… or, “I’m new at this…” or whatever.
Anyway, here’s an e-mail we got recently, from Angel Suarez out of Palm Bay, Florida. He answers this question a heck of a lot better than I ever could:
“I have to be honest: at first, I didn’t get all the value. Not consciously, anyway.
But during the course of a week, I usually read about 3 books. After I read yours, I started on the others. It was then that I REALLY realized something: nobody else is talking about the things you do.
Nobody else is laying out a step-by-step action plan for conceptualizing, creating, and starting a profitable business. A business that makes the most amount of money with the least amount of resources.
Some of the chapters in ‘How To Make Maximum Money With Minimum Customers’ (Like Creating Continuous Streams of Income or the chapter on Copywriting) alone justify the price tag.
You really deliver on the value, piling the information on.
I’m in the process of re-reading it a 3rd time… and the only other book I read that many times in the span of 3 weeks was Breakthrough Advertising by Eugene Schwartz!
Personally, I think anyone who owns this book should do all of the following:
A) Read it through… jot down a few notes… and choose ONE thing to put into action immediately.
B) Read the book AGAIN, but slowly this time. Take your time, really “digest” everything. This is the part where your write down about 40 pages of notes.
C) Keep it as a desk reference. Always go back to it, to see if you’re staying along the right path.
By the way, I really enjoyed getting to ‘know’ you in the book.
Thanks for being honest, and thanks for delivering on your promise.”
Angel Suarez – Palm Bay, Florida
Now I have to be honest, Breakthrough Advertising is one of my all-time favorite books, and I am absolutely flattered to even be mentioned in the same breath with this book. But… this isn’t the first time I’ve heard that, so maybe he’s onto something.
Only one way to find out, isn’t there?
Now go sell something, Craig Garber
P.S. By the way, one of my clients – a financial services professional in the Midwest, increased the number of leads he was getting by 51%, using a lead generation strategy revealed on page 66 of this book. And because these new leads were also more qualified leads, gross profits increased over 60%, even in this extremely competitive industry.
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