Your customer acquisition cost will drop dramatically because your message to market match is much better and hence your conversion rate will be much higher than if you had a general message in your ad.

People love authenticity, personality and opinion. Even if they don’t agree with you, they’ll respect you for being real and open. Being yourself and bringing out your personality will help you stand out in a sea of sameness and monotony.

Value: first you need to think, what is the most valuable thing you could do for your customer? What is the result that takes them from point A to point B which you can take them through while making a good profit? This really is the crux of your offer.

There’s really only one opinion you should be worrying about—that of your customers and prospects. Frankly, no one else’s opinion, including yours, should figure in what you put in your sales copy. Testing and measuring response is the only true way of judging the effectiveness of your copy.

marketing is the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer. All the stuff you usually associate with marketing are tactics.

Language: if you’re not a member of your target market, you need to learn the language and jargon that your target market uses.

You know [problem]? Well, what we do is [solution]. In fact, [proof].

Here’s the simplest, most jargon-free definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s

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.