One of the most labor-intensive, time-consuming marketing tasks is copywriting. Not necessarily writing the copy... but agonizing over what has been written.
Ask most experienced direct marketers "What's the best price to charge for my product," and the answer will be: whatever the market will bear.
Conclusion: Doing a critique OR work on spec for a potential client who has not asked for it seems, on the surface, a sensible approach to marketing your professional or technical services. But it is not.
Some people go "information crazy"... buying every course, attending every conference, reading every e-book, listening to every recording, and dialing into every teleseminar you can find. Sadly, they are suffering from a syndrome I call "analysis paralysis."
I am convinced he is right, and marketers who simplistically trumpet "get rich" in their ads are making a mistake. Instead of selling the obvious benefit, they could be reaching their prospects on a deeper and more powerful level.
With increasing competition, a great business strategy is specializing in one area, your 'signature dish.'
I won't deny that cold-calling can work. Yet in 99 out of 100 cases, my advice is never to do it.
What makes a small business profitable and competitive over the long haul is a lot of small, sensible tests, trials and errors, and meticulously planned roll-outs.
Years ago, a famous rock star returned to her high school to speak. She told the kids to stay in school. "The more you learn, the more you earn," she said.
Every business needs to have a Unique Selling Proposition, or "USP" ... a reason why customers should buy from YOU instead of from your competitors.