Secrets Of Small Business Success
The real secret to small business success has nothing to do with technology tools, the internet or anything like that. In fact, it isnít even a real secret. It has been around since man started to communicate. Itís WORDS! Words carry enormous power. They can make you laugh hysterically, or destroy a relationship or friendship. Words have more power in them than any other tool at your disposal.
Effective use of words, especially in business, means skyrocketing sales, satisfied clients, happy employees, and a profitable and secure future. Yet, less than 1% of small entrepreneur businesses use words with full power. The power of words can be learned and used effectively by anyone, and when this power is harnessed thereís nothing on this earth that can stop you. This art of using words is what is called copy writing. It makes or breaks your sales and advertising material.
One of the ways an ďamateurĒ copywriter who is writing for his own product or business can beat the experienced pro is by infusing the sales letter or ad with his own, honest, intense enthusiasm. When doing selling in print, enthusiasm is just as important as in face-to-face selling. This is why you canít just sit down and write an ad ďon commandĒ, like you can sit down and do bookkeeping. You have to work up some enthusiasm for the job and the proposition youíre putting across. If Iím going to write an ad or some other sales material the first thing in the morning, as I often do, I try to set my subconscious mind working on that job before I go to bed the night before. Sometimes I wake up with the ďbig ideaĒ that I need, other times I at least wake up with ideas and a readiness to write them and pick and choose. Donít force yourself to ďgrind outĒ direct-response copy when you really donít feel like it because the result will be flat and mechanical. It may be technically correct with a headline, subheads, bullet points, an offer, etc., but it will lack spirit and enthusiasm. The person who is genuinely enthusiastic about what he/she is selling definitely has an advantage.
Thatís why the freelance pro copywriter should always download as much of the pitch from the productís most enthusiastic salesperson as possible. Then transfer it to paper and shape and mold it to perfection. Over the years, the work Iíve done for clients and ad agencies has proven that the most successful work was for clients that were passionate and enthusiastic about what they sell. So before you tackle that next ad for your business, make sure youíre as enthusiastic about it as you want your clients to be.
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