What’s Most Important, The Message or The Market
I’ve seen what I thought was some excellent copy that produced very dismal results. Unfortunately when this happens to someone not very experienced they often throw up their hands and say direct response copy does not work. I can understand the frustration, but the fact of the matter is, the target market selected to receive the copy is more important than the message itself.
Mediocre marketing aimed at a very well selected target can get superior results. Exceptional marketing aimed at a sloppily selected market may, at best, deliver mediocre results. Selection is where it’s at.
You should take the time to create a very detailed profile of your current typical customer and your ideally desired customer. Your success at finding the ones you want will depend on what you are looking for.
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