Here's a very common mistake people make when they're trying
to get new business.
And 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, and that is... 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 Tampa Tribune
North West 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 813-909-2214 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 horrible ad copy?
Did he tell all his friends about me too?
Did I start getting more business opportunities than a topless dancer
in an army barracks?
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 go sell something,
Craig Garber
http://www.kingofcopy.com
P.S. Wanna see more tips like this? Go check out the
archives
at: http://www.kingofcopy.com/tips/tiparchives.html
About The Author:
Craig Garber is America's top direct-response copywriter. Join the ranks of the swelling list of global VIP's who subscribe to his unconventional daily marketing moments, and discover how to seriously crank up your sales at http://www.kingofcopy.com
