Cardinal Rule: You can’t make chicken salad out of chicken shit!

Lots of folks come to me asking for help with their copy. They need headlines, openings, closings, offers, hooks… you name it, they want it.

But before you can do any of that, you’ve got to make sure the basics of what you’re selling has been handled correctly.

Step one of this is to make sure you’re selling a quality product. To me, that’s more important than ANYTHING else out there. Yes, the truth is, good marketing can sell anything, but if you want to build a business comprised of raving fans who love you and who will buy from you over and over again, then you simply MUST offer them quality.

You must be known as “Mr. Reliable.” People must associate you with excellence, and they must feel everything you do will be “as good as it gets.”

It’s interesting, this past weekend I was at a marketing conference, and someone came up to me and asked, “Hey, is your Lead Generation product any good?”

I was actually quite offended by this comment, since I take great pride of ownership in what I do, and I go to great lengths to deliver the best information and the best results possible, not once in a while, but ALL the time.

I know offending me was obviously not this person’s intention, but I started thinking about the possible reasons why he’d ask me this, and I was reminded of something one of my offline newsletter subscribers, and someone who (now) owns and buys most of my products, once told me.

I’ll give it to you how he sent it to me: “I have to tell you – the cynic in me always says, “Well Craig is paid huge amounts of money to write copy, so don’t fall for his sales letters on his products.” (Sorry that just the cynic coming out) But whenever I order something you have created it gives me about a 10-fold return. I do a lot of marketing campaigns, tele-seminars, webinars, live events, boot camps and an online membership program. I can’t even imagine what the lifetime value of this Lead Generation Explosion program will return for me – but I know it will be almost in the area of buying Dell when it did it’s IPO. Thanks again for clearing up a lot of gray area for me – and the Income Explosion I should receive in return.

PS – Here’s the update to my original note to you: I have generated 2,130 registrations for tonight’s call. The highest I have ever pulled prior to this was when I had 779 register. That’s 273.4% more registrations – not bad bubba, not bad. I think your lead generation program works. :-)” Terry Wygal – Houston, TX

There’s no secret to doing what I do: I outwork and outthink nearly everyone. And I’d be dead in the grave before I’d ever release anything with my name on it, that isn’t first class.

Remember, you can’t make a silk purse out of a sow’s ear, and you can’t make chicken salad out of chicken shit. Being the best means creating the best goods and services, and consistently over-delivering. THAT should be your first marketing strategy, before anything else.

And frankly, in today’s day and age where there’s absolutely NO service in the service industry any more, and where “mediocrity” has become the new excellent, this really shouldn’t… be… too difficult!

Now go sell something, Craig Garber

P. S. Check out what Terry was talking about for yourself, at http://www.kingofcopy.com/leads

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