When was the last time you were so excited about something in your business that sleep seemed almost impossible?
 
It’s been like that around here for a few months …
 
… which is why I dropped off the email radar for some time now.
 
We have client campaigns going like gangbusters.
 
In fact, we’ve hit record-breaking numbers.
 
Delivering these types of experiences for clients really brings a smile to my face.
 
So let me share with you a big concept for creating your next profitable campaign …
 
Focus on your offer first.
 
Besides your list or audience, your offer is the most critical element of a successful campaign.
 
It’s far more important than your copy.
 
The offer alone can double or even triple your response.
 
Of course, it can also kill response too.
 
You see, the better your offer, the weaker your marketing message can be. Yes, you can still see tremendous sales with poor copy.
 
Why?
 
Because if you’re “talking” to the right prospects, they already demonstrated desire for your product or service. They don’t need much persuading.
 
A strong offer can quickly turn their desire into demand.
 
Think about that for a minute ... 

Now, combine that thought with this fact:

Remember, prospects don’t want your product or service. What they seek is the outcome your product or service provides.

So use your words to paint a picture of how a prospect’s situation will change after buying your product or service.

I’ll give you an example -- one you’ll likely remember every time you create an offer from now on …

In 1935, Northern Bath Tissue started promoting a desired outcome by using just two words in their print ads:

You see, up until the mid 1930s, getting splinters was common when using toilet paper. Because, like most paper at the time, toilet paper was made from wood chips.

Fortunately, the engineers at Northern figured out an alternative production process that made their toilet paper much softer.

So instead of “selling” toilet paper in their ads -- like all their competitors -- Northern could promote a solution to a painful problem.

Thank goodness!

Have questions, concerns or frustrations with a current campaign?

I’m here to help.

Talk soon,
Tom