Marketing is a funny thing.
A lot of people seem to think you have to get everything right for marketing to succeed.
That it has to be Just SO. Hence the endless meetings and back & forth.
But the truth is very different, when you judge it by actual results.
- You can get 2 out of 10 things right, and still get a good result.
- Do 5 out of 10 things right, and you can have runaway success at hand.
- 10 out of 10 is extremely rare, and frankly stuff of legend.
But what you CANNOT do is… get 0 out of 10 things right.
That’s just not going to work.
Strangely though, that’s what people seem to think:
“As long as I know what should be done, I can break all the rules”.
Nope. Not so. Sorry, bub.
Let’s say you write an email with some kind of promotional angle to it.
Let’s say you get just two things right:
- Write directly and personally to the recipient and not some imaginary mass audience
- Give them a real world reason and motivation to act now, not tomorrow.
That combo just about guarantees you’re going to get SOME kind of response.
But if you’d just plunged headlong into writing an email, just talking about the product and now it’s here and oh here’s some fancy graphics thrown in… also known as “going with the flow”…
Crickets, man. Crickets is what happens in that case.
If you look at product launches, the same effect is in evidence a hundred fold.
When you get just a few things right in a product launch, say… the appearance of a product that has positive ROI for you, a real sense of authority and proof, and a bit of urgency thrown in… it’s hard to mess that up.
But if you just go through the motions and ‘release it’ hoping for the best – UNLESS you have an in-built audience already hanging on your every word… you’re likely going to bomb.
Marketing isn’t that hard, to be honest. But what IS hard is the discipline required to implement it in such a way that ultimately brings about results. That’s why top copywriters are highly sought out to get the job done.