Would you invest 50k to have someone write a sales letter for you and your business?
Some Owners do.
However, just having the money to invest 50k doesn't mean it'll be a wise investment decision for you and your business.
Why?
Because, it all depends on your business economics, the infrastructure, the back up resources, the capabilities and competencies to handle a tidal wave rush of business.
Many don't have the size of business, nor the money, nor the economics, or everything else in place that's required to warrant the spend.
Many do however fork out decent money for what eventually turns out to be mediocre writers and strategists producing average to mediocre results.
How does one make that judgement?
Look at the results that are produced.
Look at the business that gets banked.
Look at the new customers that are generated.
Look at the ROI.
Look at the levels of joy and happiness.
So what is it that has someone charge 50k for writing a long form sales letter, and someone else charging £500 for the same work?
There are a few components.
High level skill is first and foremost.
You can't wing, high skill level.
Yet that doesn't seem to be the case in the marketing and advertising fields.
Because like hearing it or not, there are writers and agency owners full of hype and bluster about what they say they can do. And (gasp!) they behave as they do because they want to win the business.
Imagine David Ogilvy pulling a fast one by smooth talking his way into landing the clients he did, and then not having the marketing and advertising chops required to create the winning ad campaigns, promotions and pieces he did!
And so when the results don't show themselves because of that zealous drive to over promise and not much else? It then turns into a 'avoid being pinned down at all costs' game.
Having an internal level of conviction and certainty
When you observe top performers in any industry or category, you'll instantly see they've a certain (very high) level of belief and conviction in their own abilities.
It's that certainty level in themselves is what instantly and automatically radiates outwards to everyone else they speak to.
We buy another's certainty and conviction based on who they are and who they are being.
It's not many who can pass the equivalent lie detector tests where their bravado and gusto turns out to be nothing but smoke and mirrors.
Having a system
Ask any number of sales based writers and copywriters what kind of system they use to produce high converting copy and they'll tell you something along the lines of they don't have a particular structured system or, that they write by intuition and feel.
High performing sales letter writers don't leave things to chance. They almost all write to a specified system. That doesn't mean that the resulting sales letters are rigid and robotic because of being formulated to a created structure.
What a structure or system does, is it acts like an airplane pilot's checklist. Nothing can be left out or be based on guesswork or chance.
There's a lot of money riding on a sales letter.
Yet most crash and burn because of the writer not having a proper proven system to follow.
So now you know what specific question to ask any copywriter before you decide to hire them, whether you ultimately invest £500 or 50k.
http://rajahireker.com/whythehell.pdf
