Carl Galletti Internet Marketing Super Conference Photos

Most people think it?s by having a good idea.

I?ve got some news for you. A good idea is a necessary first step. But it?s not enough.

I remember a marketing consultant ? a brilliant woman, gifted in many ways, but afraid to make mistakes ? who would craft beautiful ideas for people and charge them a lot of money.

There was only one problem. Often, her ideas wouldn?t work. People didn?t get the results she SWORE up and down they ?SHOULD? get.

I?m sure you?ve known bright and talented men and women who have had the same problem. Maybe you?re even one of them.

If you?re lucky, you USED to be one of them.

Here?s what I?m getting at…

… There?s the concept ? the idea ? and then, there?s the execution.

Great idea + flawed execution = mediocre result.

You need to have excellent execution to get excellent results.

Example: You need to focus on the details ? ALL the details ? of how your email teaser and sales letter Web page will be READ (execution). Don?t focus merely how brilliant your copy is (idea).

Recently a friend sent out an email teaser to a large list that got truly disappointing results. He was in fact confounded, because his writing had demonstrated his knowledge of the subject inside out. His writing was snappy. It really flowed.

In other words, his idea was great. Flawless, in fact ? as an idea.

He asked me what went wrong. After I studied it for a while, I found a few problems with the execution:

1) His subject line made his message look very much like spam (bad execution). So even if readers knew it was from him, they would start reading with a bad taste in their mouths.

2) His content was not about the reader and the benefits the reader would get ? his content was all about him, and the impression he had of the product he was promoting, and what he had learned from it (bad execution).

While he is a skilled and in fact an ingenious writer, not focusing exclusively and compellingly on the READER?s self-interest is a recipe for mediocre sales results.

3) His intention was, at the bottom of it, to obtain admiration and respect from the reader ? not to obtain sales (bad execution).

When you?re going for sales, your copy contains answers but one underlying question ? ?How is what I am talking about going to benefit YOU, the reader??

Here's the bottom line:

When you have a promotion that?s working, take it apart. Isolate and identify both the good idea, and the good execution. Store that information away, for you will need it to repeat your success.

But? When you have a promotion isn?t working? now you have a simple two-step process to analyze and fix it.

STEP 1: Check out the idea. Is it sound? Is it something your prospect would want? How do you know?

STEP 2: Check out the execution. Is there ANY step of the way where prospects could fall out of your sales process? If so, FIX it.

Just by runnning your copy through this simple process, you can breathe new life into old successes, and turn abject failures into high-potential winners.

David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin's Big Seminar Series and Carl Galletti's Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.

David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to ?eradicate copywriting illiteracy in the world.? Jay Conrad Levinson, author of the world?s best selling series of marketing books, Guerrilla Marketing, says, ?David Garfinkel is the best copywriter I know.? Sign up for David?s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David?s World Copywriting Blog:

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