gle to deal with all the customers coming in.

So, you 'failed' 5 times out of 6. Was that a successful advertising campaign?

'YES' without a doubt!

Why? Because all along you would have been testing and measuring the return on investment of your ads. You would have been

So you have spent your hard earned cash on a great copywriting course. You know exactly what to do and what not to do. You have collected a file full of great example ads and created a great ad for your business. You run it in the local newspaper every week for a month... But the phone does not ring, the customers don't come rushing in the door... WHY?

You may have all the knowledge about copywriting, but there will always be times when your ad or sales letter just does not get that phone ringing or the customers rushing through the door. And it can get frustrating especially when you have spent hours creating the ad.

But remember this:

Persistence is the secret to this game!

When you test and measure your advertising, you can afford to fail many times more than you succeed. As an example, let's say you invested $400 in an ad, and the phone doesn't ring, and the customers don't coming rushing through the door.

You write another 4 ads and they all crash and burn as well. You don't get ANY results from them. Not one enquiry. You've now spent $2,000 and don't have any enquiries?

However on your 6th ad, you hit a winner and the phone runs hot and you struggle to deal with all the customers coming in.

So, you 'failed' 5 times out of 6. Was that a successful advertising campaign?

'YES' without a doubt!

Why? Because all along you would have been testing and measuring the return on investment of your ads. You would have been

customers don't come rushing in the door... WHY?

You may have all the knowledge about copywriting, but there will always be times when your ad or sales letter just does not get that phone ringing or the customers rushing through the door. And it can get frustrating especially when you have spent hours creating the ad.

But remember this:

Persistence is the secret to this game!

When you test and measure your advertising, you can afford to fail many times more than you succeed. As an example, let's say you invested $400 in an ad, and the phone doesn't ring, and the customers don't coming rushing through the door.

You write another 4 ads and they all crash and burn as well. You don't get ANY results from them. Not one enquiry. You've now spent $2,000 and don't have any enquiries?

However on your 6th ad, you hit a winner and the phone runs hot and you struggle to deal with all the customers coming in.

So, you 'failed' 5 times out of 6. Was that a successful advertising campaign?

'YES' without a doubt!

Why? Because all along you would have been testing and measuring the return on investment of your ads. You would have been

urs creating the ad.

But remember this:

Persistence is the secret to this game!

When you test and measure your advertising, you can afford to fail many times more than you succeed. As an example, let's say you invested $400 in an ad, and the phone doesn't ring, and the customers don't coming rushing through the door.

You write another 4 ads and they all crash and burn as well. You don't get ANY results from them. Not one enquiry. You've now spent $2,000 and don't have any enquiries?

However on your 6th ad, you hit a winner and the phone runs hot and you struggle to deal with all the customers coming in.

So, you 'failed' 5 times out of 6. Was that a successful advertising campaign?

'YES' without a doubt!

Why? Because all along you would have been testing and measuring the return on investment of your ads. You would have been

ustomers don't coming rushing through the door.

You write another 4 ads and they all crash and burn as well. You don't get ANY results from them. Not one enquiry. You've now spent $2,000 and don't have any enquiries?

However on your 6th ad, you hit a winner and the phone runs hot and you struggle to deal with all the customers coming in.

So, you 'failed' 5 times out of 6. Was that a successful advertising campaign?

'YES' without a doubt!

Why? Because all along you would have been testing and measuring the return on investment of your ads. You would have been

gle to deal with all the customers coming in.

So, you 'failed' 5 times out of 6. Was that a successful advertising campaign?

'YES' without a doubt!

Why? Because all along you would have been testing and measuring the return on investment of your ads. You would have been making adjustments along the way until that winner came along. But once you find that winner, how many times would you continue to run that winning ad or sending out that winning sales letter?

As often as you could, until it stops working.

There are ads that run in newspapers and magazines, on TV and online, they run week after week after week, for years and years. There are sales letters that are mailed to millions of people month after month, year after year.

Think about it. If every time you spend $400 on an ad, it produced $800 worth of profit. Would it not make sense to run that ad as many times as possible, until the return on investment dropped off?

That's what a winning ad or sales letter gives you the ability to do. Yet many business owners stop after one failure, and never see the real rewards of effective advertising. They give up and say advertising doesn't work!

Remember we said 'Persistence is the secret to this game.' Well, it is truly worth persisting because the rewards, when you find that winning ad or sales letter, are huge.

Success in advertising is as much about 'mindset' as it is about skill. The right mindset to persist until you find that winner