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Copyright © 2009 Scott Bywater
I was reading this book the other day about the death of advertising.
It was a book written by a web 2.0 search engine fan and he was saying there was going to be a death of advertising and everything would be done via search engines, social media, etc. going forward.
Now that's partly true.
Things have shifted.
Twenty years ago the media was dominated by television and newspapers.
And that was the only way to get your name out there on a mass level.
And that's certainly all changed.
But I was thinking the other day about some of my larger clients.
There's an 80 / 20 rule in business that... 80% of your business comes from 20% of your clients.
Now I haven't crunched my numbers enough to know if this is absolutely true in my case, but here's what I've noticed about four of my top clients which generate a large percentage of my business.
One was generated by a referral.
And three were generated by picking up the phone or sending these guys letters / emails directly to get them on board.
And NOT because they suddenly fell across me online via search engines, blogs, social media, etc.
The message: Don't fall for all the hype.
If you know who your target market is then go after them.
Don't just rely on search.
Because with search you cannot control who you attract.
Sure, you can control via keyword.
But you cannot say I want a business who is turning over a minimum of a million dollars a year in the manufacturing industry for instance.
You can with direct mail.
Of course, you need to use the strategies you'll find in http://www.copywritingthatsells.com.au/cashflow to make sure you do it right and hit the nail on the head.
But once again, as with my last email you need to zig when they zag and not just follow along blindly according to what everyone else is saying and doing.
About the Author:
Scott Bywater is an advertising copywriting expert and the author of Cash-Flow Advertising. To gain access to all of his copywriting tips on how to get more customers via his eye opening "Copywriting Selling Secrets" newsletter, simply head on over to his web site at http://www.copywritingthatsells.com.au/
Follow @scottbywater on Twitter.
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