by Brian Clark
THERE ARE THREE QUICK AND VALUABLE POINTS I’D LIKE TO MAKE BEFORE you read this book.
1. The first point you might not believe at first.
2. The second point provides real-world proof that the first point is true.
3. And the third point is self evident thanks to the first two—you need to devour this book front to back, backward and forward, to take your business to the next level.
COPYWRITING IS A SUBJECT EVERY SMALL OR MEDIUM-SIZE BUSINESS OWNER MUST MASTER
I can already hear the objections.
How can writing be that important to business?
Don’t worry . . . I know there’s a lot involved with starting and running a business. I’ve started over half-a-dozen successful businesses in the last eight years (more about that in a minute).
But here’s the thing . . .
Copywriting isn’t about writing. Copywriting is about selling.
And sales are the most important thing to a small or medium-size business, right?
Effective selling is all about getting the right message to prospects and customers at the right time. And copywriting is all about crafting timely messages that sell.
Effective copywriting shifts your messages away from what you want to say toward what people want to hear, and it can be a magical thing. It can take your business from ordinary to legendary.
As a business owner, it’s your job to create the optimal selling strategy for your products or services. It’s not something you should outsource or delegate . . . it’s up to you.
Those who understand the principles of copywriting know how to craft an effective selling strategy. Even if they never personally write a word of copy themselves.
That’s why copywriting is a subject every small or medium-size business owner must master. And you’re well on your way thanks to the book you’re holding right now.
This brings us to point two.
COPYWRITING LANDED ME ON THIS BEACH IN MEXICO
I have a confession to make.
I’m a bit late getting this foreword done because I am goofing off with buddies down in Mexico. Copywriting combined with technology allows me to run my businesses from anywhere in the world, and I try to take advantage of that as much as possible (even in the middle of the week).
It wasn’t always this way. Back in 1994, I graduated from law school sure of only one thing . . . I didn’t want to be an attorney. It took me four years to break free from the law, determined to be an entrepreneur.
And for the two years that followed, I floundered around. I had some limited success but nothing close to what I was hoping for.
Effective copywriting shifts your messages away from what you want to say toward what people want to hear.
Then I became a student of copywriting and everything changed.
Acting on what I learned, I quickly entered the highly competitive real estate brokerage field and within three months began generating a higher profit than most of my competitors. In 2005, I cashed out before the market went south.
The secret of my success?
I simply used effective sales copy to speak to prospective clients in the way they wanted to be spoken to. I delivered a message that was about them, not me.
And that made all the difference.
Nowadays, each new business I start is Internet-based and copy-driven, which allows me the freedom to goof off in Mexico in the middle of the week. Freedom (and enough money to enjoy it) is what success means to me.
This book can bring exceptional success to you, too.
THIS COPYWRITING BOOK IS THE KEY TO ACCELERATED BUSINESS SUCCESS
There are plenty of copywriting books around but none that so clearly addresses the real-life realities the business owner faces. Susan Gunelius understands copywriting, but more importantly, she understands business.
Susan lays out for you—in 10 easy and crystal-clear steps—the path to greater growth, profit, and wealth for people who conduct business in the real world. No theory or speculation, just time-tested tactics and strategies that work for small to middle-size business.
So don’t hesitate . . . dive right in today. If you apply what you’re about to discover to your business, I have no doubt that you’ll be enjoying greater success and prosperity in no time.
See you on the beach.
Brian Clark
April 23, 2008
Cabo San Lucas, Mexico