You’ve heard the saying. . . He’s so good, he could sell ice to Eskimos? Well, I’d much rather be selling them heaters. Often people want more sales when they really could achieve the same result by re-packaging and/or increasing the price of what they are selling.
They may be selling cars and want the person to call for a free brochure - when they need to get people taking free test rides instead! Or they may be teaching people how to ride horses and are trying to give free horse rides to people who live I hour’s drive away - stick to the people who live close by!
Strategy is where it’s at. The best headline or sales letter in the world will fail if you
are selling something people don’t want to buy or can’t afford!
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