50k to write one sales letter! How much do you invest?

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

Come from communication spirit

No.

Not the kind of spirit that's delightfully sold to you as a beautiful drug that supposedly makes you human and relatable.

Not that kind of drug infested spirit.

I'm talking about the animating force that's inside us all. That pure abundant spirit of self expression that makes us uniquely us. That toe tapping, finger clicking, soulful yet rocking rhythm that has us rise up and BE that force.

That's the kind of spirit I'm taking about.

And we've ALL got it.

Because when you come from that place and you put that un-chainable force you've got inside all your written marketing communications, in your audios and videos, you'll find you'll have a natural electricity flowing through your communication veins that it all becomes... irresistibly infectious.

And as most marketing communications, campaigns, and promotions are visibly and viscerally dull, tepid, flat out boring, devoid of almost all spirit and self-expression, there's no better time to bring forth that spirit and unleash it. 

When you do, you'll see a stark difference in not only how much energy, fun and spirit you bring to creating your communications and marketing pieces, but you'll see a significant difference in how your customers, clients and prospects respond to them. (Translate that into also meaning more money in the bank for you.)   

There's nothing to write home about if you've had an average, lukewarm, so so kind of experience. That's true for all of us, no matter who we are, no matter what the experience. 

And there's definitely nothing to write home about for your customers and prospects if they are constantly faced with the sea of communication sameness you see presented almost everywhere.

Time to change it. Time to reinvent. Time to have new communication spirit be the order of the day, every day.           

Want to experience what kind of transformative difference coming from spirit, makes?

Let me give you an example. 

And you don't need to necessarily like tennis or be overly connected to sports to get the difference making transformation at work here. Simply transfer the lesson over into your communications and presentations. 

Engaging irresistible commentary (radio or tv) makes a real difference in the readers and listeners experience. 

The difference maker that makes the difference? 

The commentator. 

You'll note there's a stark difference in the commentary style of someone like John McEnroe, than that of someone like John Lloyd or Martina Navratilova. Lloyd and Navratilova are run of the mill at best. Their styles, language, word choice, all mixed in with a monotone drone, makes the listener or viewer experience, a forgettable one.  

On the other hand, McEnroe brings his unique perspective, he takes a definite stand one way or another, he's incredibly intelligent in his understandings and his ability to communicate that understanding in a connected and engaging way is what brings a smile, joy, increased viewership and listenership, and... a happy visceral experience.

He comes from pure spirit and unbridled self-expression.      

Lloyd and Navratilova?

They're audibly and visibly limited in spirit, self-expression, knowledge transference, word choice, creative juggling with language.

As such...

The experience is COMPLTELY different for the listener or viewer. 

That's the kind of measurable difference you can create in your communications when you come from full spirit and unbridled self-expression. 

What do you want YOUR communications to be filled with?