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Will You Add? - Windfall Profits Hidden In Your Business
What?In college, we evaluated a case study called The Parable of the Spindle. One of the main points of the case was that in many restaurants, cooks and chefs were considered higher status employees than waiters. Whether this was right or wrong is not the point. The point is that waiters were “giving orders” to the cooks and this caused considerable tension. Someone came up with the idea of using a spindle, like you still see in many restaurant kitchens.The spindle solves several problems. The waiters no longer give the cooks verbal orders. The writ
But… what if you could take that same ad, and change it in some way that made it 10 times more effective?
What if now it returned $5,000?
You spent the same $100 for the ad… but you got back $5,000.
Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!
Change Your Copy, Change Your Income
There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.
Why is that?
I believe there are a number of reasons, but here are a few of the common ones:
1. Some
I just love job performance evaluations. Where else can you say things like“Since my last evaluation, this employee has hit bottom and started to dig.”“His team would follow him anywhere, but only out of morbid curiosity.”“This employee would be out of her depth in a parking lot puddle.”“She works well when under constant supervision and cornered like a rat in a trap.”Luckily, none of these statements were made BY or ABOUT me, but I’ve often wondered why those employees were hired in the first place. Was there no clue to their cluelessness BEFORE th
Where is this money – and how do you get it?
Most businesses have many hidden opportunities for discovering “windfall profits” – but I want to focus on just one of those opportunities in this article.
That “opportunity pocket” is: marketing and advertising.
In my experience, almost every business – whether it be retail, service, professional practice, or “business to business” in its nature – is unconsciously letting profits slip away.
Your biggest opportunity most likely lies hidden inside your underperforming sales copy (copy that isn’t selling as many units/contracts/ memberships as it potentially could be).
If you want to make more sales without spending a single dime in additional ad costs, this article might be the most important document you read this year.
Make Piles of Money With “Upside Leverage”
“Upside Leverage” is a concept I learned from marketing genius Jay Abraham.
We all know what leverage is: using other people’s money to build your business, or other people’s efforts (through delegation, for instance) to increase your own productivity.
“Leverage” involves using one asset (the lever) to increase the value or power of another. The only problem with using “leverage” is the potential downside: if you use financial leverage to borrow money for a business project, the project could possibly fail, and you would be forced to pay back the money. If you use the leverage of delegation in order to make yourself more productive, there’s a chance the person you’re relying on might let you down.
“Upside” leverage is leverage that involves little or no potential downside.
It’s my belief that underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Please read that sentence again, because it’s too easy to let the profound meaning it contains slip past you:
Underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Think of it this way: any ad or promotion costs the same whether it performs well or not, right? If you spend $100 on an ad, and you get $500 in business as a result, you made a 5-1 return on your investment. That’s a good return. You did what you set out to do, you made a profit.
But… what if you could take that same ad, and change it in some way that made it 10 times more effective?
What if now it returned $5,000?
You spent the same $100 for the ad… but you got back $5,000.
Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!
Change Your Copy, Change Your Income
There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.
Why is that?
I believe there are a number of reasons, but here are a few of the common ones:
1. Some p
When you have home based business you fill many roles. One in particular is the role of company accountant or bookkeeper. Many businesses use QuickBooks to handle their accounting needs as do I.The benefits of using QuickBooks are endless. Mainly the program provides an easy way to invoice your clients and keep track of your accounts. However, there is a learning curve using QuickBooks to its full capacity. While I recommend that you perform the invoicing yourself, I recommend outsourcing to a book keeper for the other accounting tasks if your business budget allows.Here
Your biggest opportunity most likely lies hidden inside your underperforming sales copy (copy that isn’t selling as many units/contracts/ memberships as it potentially could be).
If you want to make more sales without spending a single dime in additional ad costs, this article might be the most important document you read this year.
Make Piles of Money With “Upside Leverage”
“Upside Leverage” is a concept I learned from marketing genius Jay Abraham.
We all know what leverage is: using other people’s money to build your business, or other people’s efforts (through delegation, for instance) to increase your own productivity.
“Leverage” involves using one asset (the lever) to increase the value or power of another. The only problem with using “leverage” is the potential downside: if you use financial leverage to borrow money for a business project, the project could possibly fail, and you would be forced to pay back the money. If you use the leverage of delegation in order to make yourself more productive, there’s a chance the person you’re relying on might let you down.
“Upside” leverage is leverage that involves little or no potential downside.
It’s my belief that underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Please read that sentence again, because it’s too easy to let the profound meaning it contains slip past you:
Underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Think of it this way: any ad or promotion costs the same whether it performs well or not, right? If you spend $100 on an ad, and you get $500 in business as a result, you made a 5-1 return on your investment. That’s a good return. You did what you set out to do, you made a profit.
But… what if you could take that same ad, and change it in some way that made it 10 times more effective?
What if now it returned $5,000?
You spent the same $100 for the ad… but you got back $5,000.
Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!
Change Your Copy, Change Your Income
There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.
Why is that?
I believe there are a number of reasons, but here are a few of the common ones:
1. Some
High-risk merchants such as telemarketers, Internet/e-commerce businesses, merchants in the travel and cruise industries, businesses that conduct Internet auctions, and businesses offering membership clubs may face difficulty opening a merchant account.Just because you have a high-risk business it does not necessitate the fact that you cannot open any merchant account, you would be required to open a high-risk account. The banks and independent organizations that provide merchant account services will evaluate your case on the basis of certain information such as how long you've
“Leverage” involves using one asset (the lever) to increase the value or power of another. The only problem with using “leverage” is the potential downside: if you use financial leverage to borrow money for a business project, the project could possibly fail, and you would be forced to pay back the money. If you use the leverage of delegation in order to make yourself more productive, there’s a chance the person you’re relying on might let you down.
“Upside” leverage is leverage that involves little or no potential downside.
It’s my belief that underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Please read that sentence again, because it’s too easy to let the profound meaning it contains slip past you:
Underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Think of it this way: any ad or promotion costs the same whether it performs well or not, right? If you spend $100 on an ad, and you get $500 in business as a result, you made a 5-1 return on your investment. That’s a good return. You did what you set out to do, you made a profit.
But… what if you could take that same ad, and change it in some way that made it 10 times more effective?
What if now it returned $5,000?
You spent the same $100 for the ad… but you got back $5,000.
Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!
Change Your Copy, Change Your Income
There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.
Why is that?
I believe there are a number of reasons, but here are a few of the common ones:
1. Some
Generally retail purchasing agents and departments are fully ordered by this time every year as they ramp up for Christmas Season. In fact the merchandise is also getting well on its way to the warehouses and by mid October the stores are taking in the inventory and getting everything in place. This year we see some different trends, sure we see the stores loaded up for Halloween, but we see delayed shipments, lack luster purchasing and higher transportation and distribution costs.Retailers reported a not so hot recent quarter and many are predicting third quarter to not be anyth
Please read that sentence again, because it’s too easy to let the profound meaning it contains slip past you:
Underperforming sales copy is the most potentially profitable of all forms of “upside leverage”.
Think of it this way: any ad or promotion costs the same whether it performs well or not, right? If you spend $100 on an ad, and you get $500 in business as a result, you made a 5-1 return on your investment. That’s a good return. You did what you set out to do, you made a profit.
But… what if you could take that same ad, and change it in some way that made it 10 times more effective?
What if now it returned $5,000?
You spent the same $100 for the ad… but you got back $5,000.
Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!
Change Your Copy, Change Your Income
There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.
Why is that?
I believe there are a number of reasons, but here are a few of the common ones:
1. Some
Products or services that one country purchases from another are referred to as imports. Imported items vary; a product could be for consumption, reprocessing or even for re-exporting. In the U.S., there are two kinds of imports: domestic and international. Domestic imports refer to the purchase of goods and services within the country between different states. An example of this would be goods that are produced in the state of Texas and transported and sold to the state of Alabama. International imports include all goods and commodities imported from one country to another. An example
But… what if you could take that same ad, and change it in some way that made it 10 times more effective?
What if now it returned $5,000?
You spent the same $100 for the ad… but you got back $5,000.
Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!
Change Your Copy, Change Your Income
There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.
Why is that?
I believe there are a number of reasons, but here are a few of the common ones:
1. Some people just don’t realize their copy is bad. They wrote it themselves, or their brother or their niece wrote it. They think it’s wonderful – but in reality it stinks like a dead skunk.
2. Others don’t realize how important their sales copy is. This is a naive belief, and it astounds me that so many people hold it – but they do. Some people seem to think that as long at the copy has “just the facts”, that’ll be good enough. It never is.
3. Some people are just cheap. They spend hundreds of thousands of dollars to start a business, buy furniture, hire staff, provide benefits, etc., but when it comes to the one piece of communication that might actually cause someone to buy from them – they don’t want to pay for it. They “delegate” this crucial task. Big mistake.
Are you making any of these mistakes? If you are, this is your wake-up call.
Take advantage of the potential “upside leverage” that exists in every ad or promotion. Make sure you ads are performing – that they are making you sales every day. And that they are making you more sales this week than they did last week, etc.
You do this through constant improvement and testing/tracking.
You also do it by either hiring a copywriter, or investing in educational materials that will teach you how to write your own copy. Either one can work – it’s up to you. If you love to write, and you think you have a knack for it, then by all means get a good home-study course on copywriting and do it yourself.
Don’t put it off – do it right now. Otherwise, you’re throwing money away that rightfully belongs to you.
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