The Secret to Entrepreneurial Success
To achieve entrepreneurial success, you need five things:
- A product that delivers a benefit people already want at a price they’re willing to pay…
- A strategy that puts your sales copy in front of your best prospects…
- Great headlines and lead copy that compel them to read your sales message…
- Sales copy that convincingly presents the reasons why the prospect should buy and overcomes any objections he might have, and…
- A quick, easy way for him to order.
Now you can do all that with a product that has already been proven to appeal to prospects, and where you’ll go head to head with well-established competitors. Or you can attempt to be a pioneer with something completely new.
If you decide to become a pioneer, you can do items 2 through 5 brilliantly and still fail miserably if your product misses the mark – if it doesn’t deliver a benefit your prospect intensely desires at a price he’s willing to pay. And when you’re a pioneer, your chances of missing the mark are substantial.
Pioneers are famous for winding up with arrows in their keesters. Given the choice, I’d rather compete in an established area.
[Ed. Note: Clayton Makepeace has spent the last 35 years creating direct-mail, Internet, and print promotions that have sold well over $1 billion worth of products. He publishes the highly acclaimed e-zine The Total Package to help business owners and copywriters accelerate their sales and profits.]
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