the entire goal of your ad is for your prospect to say, “Hey that’s for me.”

Of all the products and services you offer, which do you have the most confidence in delivering? For example, if you only got paid if the client achieved their desired result, what product or service would you offer? Phrasing it another way, what problem are you sure that you could solve for a member of your target market?

Reason why: when you have a great offer, you need to justify why you’re doing this. People are so used to being shortchanged that when someone makes a strong, value-filled offer, they become skeptical and look for the catch.

think about and answer the following questions: • What keeps them awake at night, indigestion boiling up in their esophagus, eyes open, staring at the ceiling? • What are they afraid of? • What are they angry about? • Who are they angry at? • What are their top daily frustrations? • What trends are occurring and will occur in their businesses or

Direct response marketing is designed to evoke an immediate response and compel prospects to take some specific action, such as opting in to your email list, picking up the phone and calling for more information, placing an order or being directed to a web page.

By far the biggest leverage point in any business is marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on your bottom line.

it’s vitally important to find out where your prospects “hang out” and to use the appropriate media to get your message through to them. The hot, new social media platform may or may not be one of those places.

By contrast, direct response marketing focuses heavily on the needs, thoughts and emotions of the target market. By doing this, you enter the conversation already going on in the mind of your ideal prospect. You will resonate at a deeper level with your prospect, and your ad will stand out from 99% of other ads that are just shouting and talking

In general, the goal of your front end offer is to create a customer and make enough profit from the first transaction to at least cover the customer acquisition cost. This makes it very sustainable to keep advertising. The real profit is made on the “back end” through repeat purchases by existing customers.