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Target a niche and you’ll never go hungry Imagine for a moment you’re a small business. Maybe you don’t have to, because you are one. But imagine anyway. You’re looking for an accountant. First, you ask friends, but they say their accountants are all right, but not so great they’d recommend them. So you decide to search online. Soon, your [...] “It must be so easy for you,” said the barber, as he clipped and shaped my hair. “I hate having to sit down and write – all that space to fill.” The truth is that it’s not always that easy. Sometimes, I too stare at the screen and think Where do I start? So when BPS (blank-page sydrome) [...] …plus, naming your company, clever taglines, and the power of one little word I’ve been framing, focusing and snapping again, as part of my Copycam series. With my mobile-phone-that’s-really-a-camera, I’ve found some gems. And this first one shows just how critical it is to proofread. Sometimes, you need to do it more than once, as there’s always something that flies [...] 1. The $2bn sales letter The most successful sales letter ever written had no headline, bullet points or flashy promises. It told a simple story, and generated $2bn in subscriptions for The Wall Street Journal. This is how it begins: On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They [...] |
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