Direct Marketing Mastery: How to Turn 1 Pile of Great Copy Into a Mountain of Cash (You Can Too)

So you’ve written this all powerful copy that can convert even the harshest sceptic to a new customer and then keep them for life…

You know that you want to use it to create mountains of cash…

Do you know what you are missing to make that happen?

You probably do.

The first thing you need is a market.

“There is only one asset in business, it is customers nothing else can give you money.” Peter Drucker said something to this effect. (If he didn’t, its better to attribute it falsely than to claim it as original thought.)

So the bottom line is you need those people who can give you money. If you don’t have that shame on you for not looking into who will buy what you have to sell first.

I’ve gotten in backwards before too. It sucks. I will never do it again. The first thing I look for is when assessing an idea/product/opportunity is “where can I get access to the market?”

It’s great if there is a market but if there are no media you can use to get your message to your market then you are in trouble.

The Second Thing You Need Is To Be Able To Affordably Acquire a customer

If you can’t buy a customer then you are in serious trouble. You are playing at home in your sand pit alone. This is the difference between a real business and a pretend business. A real business factors in customer acquisition costs and gladly pays them because they have a bigger picture plan to be able use some of that other copy in order to be able to monetise their customers.

So if the thought of buying a customer scares you, makes your underpants feel tight… Then you need to be rethinking how you are monetising your customers initially and over the long term.

The Third Thing You Need is Marketing Systems

To me a marketing systems are the clever organising of the copy you produce in order to achieve a series of goals. Firstly customer acquisition, secondly retaining and growing the value of those customers.

This should be achieved with systems – largely build with a set and let them run mind set. Otherwise all you do is create a treadmill that you have to run on. There is an overhead of time and costs associated with the building disposable marketing materials.

So build the systems with an eye to the long term. And then it is much easier to build turn your copy into a mountain of cash.