The most important skill you need

Posted August 16th, 2007 by Dr James Pratt

I want to take a break from our topic of the aspects that go into successful marketing strategies and spend a little time to tell you about one of the most important skills that any entrepreneur should and can develop.

The ability to write good advertising copy.

There are two chief reasons you don't want to take this subject lightly!

Firstly, it's very costly to have your advertising materials written by a good professional copywriter or consultant. To write the copy for a multi-piece direct mail package for a client I charge between $1,000 to $5,000 plus I get royalties for all the sales created.

Second, no matter how much you pay to get the very best outside help, no one can ever have the same feel for your business and your clients than you. I'm often surprised how business people hire high priced advertising agencies to write their sales and marketing materials when the agency knows nothing about their business and doesn't even attempt to get to know it.

On the other hand, most entrepreneurs 'live and breath' their businesses. They are often the front line people who speak and hear from the #1 most important asset of the company? its customers.

In fact, several years ago, I was hired to write a sales ad for company in order to try to beat the current control ad they were mailing. What did I do? I simply went to the top two sales people in the company, asked them to write down for me word-for-word what they say to their prospects to get them to buy, and I crafted a sales letter from it.

How did it do? It outperformed the high priced ad agency's sales letter by 200%. Yes it doubled response all because I let the front line people be in control of the copy.

Still need some help with this?

In my next blog, I'll give you some specific ideas and guidelines that will help you write effective advertising copy.


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