I get a lot of inspiration from forums. This article was actually inspired from another recent article I wrote about being responsible at forums. You can find that one somewhere online as well. This one goes to an even more important issue that marketers wrestle with everyday. The smart ones know it’s something that you can’t do. The ones just starting think they can lick this beast. What am I talking about? I am talking about pleasing everybody. This article is going to explain why you can’t, giving a very specific example.

Going back to the article I wrote about forum responsibility, just to briefly recap, I talked about the argument for or against long salescopy. Some people hate it. And therein lies the problem with Internet marketing and pleasing everybody. Notice I said, SOME people hate it. I didn’t say all people hate it. If you look on the Internet at some of the top selling products, you will notice that most of the copy is incredibly long…especially for the high end products. If this copy didn’t work, which apparently it does, why would copywriters use it?

Let’s move on to another area of pleasing everybody. Some people love watching videos. They can’t be bothered reading long boring text or articles like these. They’d rather see the person live on film, talking about whatever it is they have to say. Others just want the article version so that they can skim and pick out the parts that they want. Now, in this case, I guess you could make a video to go along with your article and that way you CAN please everybody. Of course that’s only if it makes monetary sense. If the video is too expensive to make and only reaches a few people, it’s probably not a good idea.

Point is, I don’t care if you live to be a hundred. You are NOT going to please everybody. Marketers get excited about a sales letter that converts at 5%. Why? Because it’s hard enough to please anyone, let alone everyone. You can’t do it. Those who try are fighting a losing war. You ultimately end up pleasing nobody.

So, how do we go about pleasing the most people we can? There is only one way…testing. For example, in the case of your sales letter, test a long version against a short version and see what converts better. That’s the one you go with. It’s that simple. You’ll never make a version that will please everybody.

Once you understand this, you’ll be well on your way to becoming a successful Internet marketer.

To YOUR Success,

Steven Wagenheim

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