Power Of A Well Selected Market
"Don't play blind archery."
I'm going to tell you a secret that virtually no other high-priced copywriter will ever admit:
at least half the battle is won via selection, not "creative" ie. message, copy, offer, etc.
Mediocre marketing aimed at a very well selected target will get superior results. Exceptional
marketing aimed at a sloppily selected market may, at best, deliver mediocre results. Selection
is where it's at.
I challenge businesspeople to create a very, very detailed profile of their current typical
customer and their ideally desired client. Your success at attracting or finding the ones you
want depends on knowing what you're looking for.
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