Almost every really BIG, sustainable business out there is built on brand.
So why do so many advocate direct response & copywriting?
Most of those business people who built huge organisations like Amazon, Facebook, Apple, Gary Vee and so on knew little to NOTHING about direct response or copywriting...
And yet, if these are so important, wouldn't it make sense that it should be their main area of focus while starting out?
Instead, it seems that in the long run, the brand building approach, despite not being measureable like direct response, leads to mammoth size, huge ass businesses. What these business do is basically conquer markets, one by one. Provide value, dominate the discussion, and so on. And they get traffic that way. Whereas the direct response guys, they just write a couple of sales letters, email sequences, send them out through ads or bought email lists/JVs, make faster sales, but then the business is dead in 1 year.
Brand seems more effective to me? But what do I know... There's so much lack of clarity about what the hell a business owner should focus on to build a big ass company, what the most important factors are, and so on.