A big concern at the moment seems to be the perceived increase in competition for every marketplace…

A recession is actually a good foundation for growth… provided you are focusing your business in a structured and targeted way.

But it does mean that it is ESSENTIAL to be able to clearly differentiate yourself from your competitors in the eyes of the prospective client, and critical that you remain (or get) client-focused.

But concentrating on customer care and client satisfaction is only part of the battle, once you have got the clients to buy from you in the first place…

You may have noticed there are HEAPS of marketing messages out there which you have to compete for attention against, and that’s not only from your direct competition.

Everyone is being more careful how and where they spend their money. It doesn’t mean they have stopped; just they are being more choosy about what they spend it on and what is going to bring in the biggest benefit.

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This was the headline of an article about rheumatoid arthritis I came across in a recent copy of the Daily Telegraph.

Fortunately I don’t suffer from this disabling disease, but my mother does, which I guess is why it caught my eye.

The article explains how cells are taken from the body, altered and injected back into the affected joint to prevent the body’s immune system attacking the joints.

Rheumatoid arthritis is difficult to treat because it is caused by a malfunctioning immune system, causing inflammation in the wrong places, and affects some 350,000 people in the UK each year.

But if we look at this from a marketing perspective, there is a lot going on here that we can learn from…

This illustrates the power of a targeted headline.

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Now that’s a question…

You’ve heard me talk about the importance of getting your marketing message right, and about how important it is to have the right offer going out to the right prospects, to maximise your probability of making a sale.

But even getting this part right is only the start. You now come to the part where you have to communicate that message in a compelling way, which encourages the reader to read all of your message. So they WANT to read on about how your product or service will enhance their lives or make their business run more smoothly.

So how easy is it to get this message across?

One of my new clients recently asked me about writing the copy for a sales letter he wanted to send out.

“I have no idea how to write copy,” he said. “Do I need to get a copywriter to write it for me?”

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