I love direct marketing and direct response copywriting for many reasons. One of them … I never hear excuses from serious direct marketers. When sales are lower than usual, direct marketers find a way to increase revenue.
So you can imagine my SHOCK when I recently received an email blaming a lack of sales this year on something that happend LAST YEAR.
I thought I had seen and heard pretty much everything in the world of marketing but that’s a first.
Let me say that again … sales are down this year due to conditions last year. If I were the CEO or owner of that company and I saw something like that coming from the marketing department, two things would happen. First, the head of marketing would be given a straight red. Then I’d find a direct marketer who could actually generate sales and revenue whatever is happening.
The direct marketers I admire are the ones who get the job done whatever is happening in the economy and the world. Imagine what would happen if I wrote some direct response copy and it failed and I blamed conditions last year … or ANY year.
The client would go totally berserk … and with good reason. If things aren’t going well revenue-wise then direct marketers dig deep and find that revenue.
Let’s change the subject before I implode.
I belong to a number of groups on Facebook and Linked In. I can’t say that I spend a great deal of time participating.
Here’s one reason … I see a TON of awful advice and information in these groups. A few months ago, I criticized a person for providing information I know is blatantly wrong. I received a fast response from the person who leads that group saying I was wrong and she was right. I won’t go further into the exact details. I stopped right there with the conversation because I have better things to do than get into online arguments. I'm a busy direct response copywriter.
What’s my point here?
Don’t listen to people in those groups. Base what you do on advice from people who actually know what they’re talking about. There’s one problem here … these direct response copywriters don’t hang around in Facebook and Liked In groups.
Don’t make excuses. Be careful who you follow and believe.
I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or [contact me here] when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.