URGENT PROBLEM: Your Ads, Postcards and Letters Aren't Selling Because Of This

I need to get this out because it's so freaking fundamental
and most screw this up.

And those that get it partly right,
are doing a poor job.

Big problem = opportunity.

All the pieces of what goes into your ad and who it goes to,
are decided upon this one thing...

drum roll, da da...A PROBLEM

A problem for a group of people is your market.

If you were to score yourself on a scale of 1 to 10
on how well you know the problem for a person,
what would it be?

10 is you couldn't get better, 1 being you really don't know.

Fortunes have been made in knowing what people have to endure in their daily lives,
then set about fixing it.

Think the drive-thru for takeaway food.

Fresh hot pizza delivered to your door in 20 minutes or it's free.

Once you know what the problem is,
then you make a promise in a way that hasn't been expressed before.

Follow up with all the various forms of proof to back up your promise.

Then make a very clear and favourable offer.

Note there is none of the silly power words and
screaming exclamation marks needed.

That's the written part.

Now you've got a better idea of who these people are.

This helps to find where they are and the best media to reach them.

All because of the one thing you figured out FIRST.

WHAT'S THE PROBLEM?

I'll leave you with that thought.

Best,
Ewen