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Article Surfing ArchiveHere's A Little-Known But Very Serious Mistake Made By Nearly All Marketers - Articles SurfingHere's a very common mistake people make when they're tryingto 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 yourthick 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 LetsYou "ATTRACT" Prospects, Instead Of Constantly Having ToChase Them Down! Here's what I mean: Years ago, when I first started writing sales copy, I usedto thumb through my local paper and find a few REALLY badads. They weren't hard to find, but what I did is, I wentafter the COMPLETELY screwed up ones. Ones that read something like: "Dr. Frankenstein, DDS Welove happy smiles. Come visit our new office at 1313Mockingbird Lane" I'll tell you what, Dr. Frankenstein had better be relyingon more than his marketing to pay for his own kid's braces,because ads like this have an absolutely ZERO chance ofever doing anything as far as bringing in new patients. Anyway, so I'd find bad ads like that one and then I'd sendDr. Frankenstein a letter that pretty much went somethinglike 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 foryou, 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, butlet's call a spade a spade here: If it didn't work the first time, why should it work the17th time? Good question, no? After all -- what's different about your ad the 17th timeyou ran it, that will all of a sudden make it start pullingfor you? I have a solution for you that is guaranteed to improve thepulling 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 swearon all that is holy, it will pull MUCH better. Just give me a call at 813-909-2214 and we can talk aboutit. Best regards, Craig Garber *** And guess what would happen after that? Did the good doctor give this young eager-beaver a chance toprove himself? Did my phone start ringing off the hook because Dr.Frankenstein "sensed" I was "THE MAN" when it came to fixinghis horrible ad copy? Did he tell all his friends about me too? Did I start getting more business opportunities than a topless dancerin 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 overthe next few days -- I'll reveal the critical marketingmistakes I made here -- and... I'll even tell you what Ishould have been doing instead. O.K.? Now go sell something, Craig Garberhttp://www.kingofcopy.com P.S. Wanna see more tips like this? Go check out thearchivesat: http://www.kingofcopy.com/tips/tiparchives.html
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