This (almost) forgotten 60-year-old marketing rule can skyrocket your sales WITHOUT copywriting
Learning how to write good copy is the hot thing right now.
Everyone and their dog want to become better copywriters.
True, the concept of being able to persuade people by merely writing words on your computer sounds like a superpower. The problem is that copywriting is not a magic bullet. There are other, more effective ways to skyrocket your sales.
Here we go.
There are 2 types of people: those who merely work. And those who work the smart way.
People who work smarter work not only less but also get better results than the average Joe. Smart people try to identify the Archimedes lever of what they try to accomplish.In short, they look for multipliers that allow them to skyrocket their results while working the same amount of time or less.
When it comes to selling your stuff online, there is no exception. There are things that you can do that will make everything else easier.
Time is our scariest asset. Choose where you spent your time wisely.
The forgotten marketing rule
All this brings me to the 40–40–20 rule.
This rule acts like a guideline on what you should focus on as a modern marketer. It goes back to the great marketer Ed Mayer and the 1960s. And every great copywriter has endorsed this rule–consciously or not.
Here’s the breakdown: As a marketer, you want to focus 40% of your time on your market. 40% on your offer. And only 20% on copywriting.
Re-read that again.
Did you notice something? Yes, copywriting only counts for 20% of the results.
In short, if you master understanding your market and creating a compelling offer, you can walk away from being a complete sucker in copywriting.
But why’s that the case?
Focusing solely on copywriting is like a car with no gasoline
Everything you learn in copywriting is meant to prettify your marketing. It’s all about grabbing attention and presenting an offer.
But again: it’s a prettifier. Nothing else. In other words, you’ll be stuck if you have nothing to prettify.
Most copywriting books are all about creating great headlines, great openers, yada, yada, yada…
You can’t grab a vegan’s attention like a Lady Gaga fanboy.
You can’t write a headline that (truly) appeals to American football and soccer players simultaneously.
What will dictate your headline and your copy is all about the market: its needs and desires.This is why you see the late Gary Halbert focusing on becoming a student of markets and looking for a starving crowd.
The market is the fuel of your business. And focusing more on your copywriting skills than on the market’s needs and desires is like trying to drive a car with no gasoline in the tank.
Ignore the market at your own peril.
Your copywriting focus is bogus
Now that you know that truly successful copywriters have made millions by putting their market and their offer first… It’s time for you to decide what you’ll do next.
Will you follow a proven path to make more sales, or will you continue playing the game harder?