Perspective…some people use the word but really don’t know what it truly means. For that matter, a lot of people are just too young or too new to marketing to really understand it. I’m of the opinion that truly putting things into perspective takes a lot of wisdom which only comes with age. However, having said that, it doesn’t mean that we can’t try to learn some perspective as soon as possible. Well, hopefully anyway, this article will get you on your way to developing some.

If you go to your Merriam-Webster dictionary and look up the definition of the word perspective, it says, among other things, “to look through…to see clearly.” Ah…to see clearly. Wow, that’s something a lot of people have trouble with. But why? Well, there are a lot of reasons. But when it comes to Internet marketing, probably the biggest reason has to do with the baggage that we bring to the discussion with us.

For example, two people are arguing at a forum about long sales copy. One says that he hates it because he just wants to get to what the product is going to do for him, how much it costs and the buy now button so he can purchase. Everything else is just annoying. The other person defends long sales copy saying that if it works or people wouldn’t use it.

If you were to closely examine where these two people are coming from, you would probably find that the person who hates long sales copy is somebody who buys products often and more often than not, is not satisfied with his purchase because he was “sucked in” by all the bells and whistles of the long sales page. The page did its job, but the customer wasn’t pleased with the product. So he blames the long sales copy for his displeasure.

On the other side of the equation, if you look at where the person is coming from who defends long sales copy, you will probably find that this person is a copywriter and that’s how he makes his living. Naturally, he has to defend it because if he didn’t, he’s essentially saying that his services are not worth anything. The truth is somewhere in between and that’s where perspective comes in.

See, too many people blindly write long sales copy because other people do it. But the truth is, in some cases, long sales copy defeats the purpose. Why go on forever and ever for a $17 product? Think about it. How much selling do you need to do for a $17 product? Certainly a lot less than for a $197 product. You’re asking people to part with a lot more money for the latter. By putting the issue into perspective, you will see that the only way to really know what’s right is to take a look at YOUR niche and see how IT responds to long sales copy.

Once you are able to see things clearly like this, and not all examples are this easy, you will begin to find that your success rate increases with your ability to put things into perspective. You’ll learn to be able to separate the important discussions from the ones that are nothing but marketers beating their chests and screaming over each other.

Try it sometime. You might be very surprised to find out that by being able to do this, you’re more successful than ever before.

To YOUR Success,

Steven Wagenheim

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