Page 34 - Demo
P. 34


                                    But all too often, the letter, web site, email or blog article the client SURYLGHV%u0003LV%u0003ZHDN%u0011%u0003/DFNOXVWHU%u0011%u00031RW%u0003HQJDJLQJ%u0011%u0003$OO%u0003DERXW%u0003WKH%u0003FRPSDQ\\%u0003or the product %u00b1%u0003ZLWK%u0003QR%u0003KRW%u0010EXWWRQ%u0003LVVXHV%u0003WKDW%u0003ZRXOG%u0003GUDZ%u0003a good prospect into the copy and compel a response.As an agency owner, we struggled with this problem.This was not acceptable!A chain is as strong as the weakest link.And, my goal is to make is to make my clients a fortune.3XWWLQJ%u0003JRRG%u0003SURVSHFWV%u0003LQ%u0003IURQW%u0003RI%u0003ZHDN%u0003FRS\\%u0003WKDW%u0003IDLOV%u0003WR%u0003HQJDJH%u000f%u0003is a losing proposition. It costs you money. It poisons the well. It JHWV%u0003WKH%u0003SURVSHFW%u0003WR%u0003%u00b5ZULWH%u0003\\RX%u0003R%u0263%u00b6%u0003LQ%u0003WKHLU%u0003PLQG%u0011Even worse, it primes that prospect to keep looking, until they %u00bfQG%u0003VRPHWKLQJ%u0003PRUH%u0003HQJDJLQJ%u000f%u0003QR%u0003GRXEW%u000f%u0003RQ%u0003D%u0003FRPSHWLWRUV%u00b6%u0003VLWH%u0011%u00037KHUH%u00b6V%u0003QRWKLQJ%u0003OLNH%u0003IXQGLQJ%u0003WKH%u0003FRPSHWLWLRQ%u0004We had to solve this problem.:H%u0003QHHGHG%u0003D%u0003VWUDWHJ\\%u0003WR%u0003PHDVXUH%u0003WKH%u0003SHUVXDVLYH%u0003LPSDFW%u0003RI%u0003D%u0003FOLHQW%u00b6V%u0003VDOHV%u0003OHWWHUV%u000f%u0003HPDLOV%u000f%u0003ZHE%u0003FRS\\%u000f%u0003EORJ%u000f%u0003DQG%u0003VR%u0003RQ%u0003%u00b1%u0003%()25(%u0003ZH%u0003LQYHVW%u0003LQ%u0003QHZ%u0003OHDG%u0003JHQHUDWLRQ%u0011 That way, if the copy is not HQJDJLQJ%u000f%u0003LI%u0003LW%u0003PLVVHV%u0003WKH%u0003PDUN%u000f%u0003ZH%u0003FDQ%u0003UHSODFH%u0003LW%u0003ZLWK%u000367521*%u0003copy that engages the prospect.In short, I needed a reliable process to identify hot-button issuesthat grab a prospect%u2019s attention and pulls them into the content, like D%u0003WUDFWRU%u0003EHDP%u0003RQ%u0003WKH%u00036WDUVKLS%u0003(QWHUSULVH%u0011...With this information, the writer has what they need to :5,7(%u0003&203(//,1*%u0003&23<%u0003WKDW%u0003KROGV%u0003D%u0003SURVSHFWV%u0003LQWHUHVW%u0003%u00b1%u0003so they consume your message, and take the next step, whatever WKDW%u0003PD\\%u0003EH%u0003%u00b1%u0003set an appointment, watch a video, 
                                
   28   29   30   31   32   33   34   35   36   37   38