Business Bios: Tell Your Professional Story

You are used to selling your company and your offerings, but do you sell yourself? Prospects must feel secure in you as a person, your intelligence, your experience, and your creditability before they are willing to invest in your services. A well-written bio can do just that. A professional bio showcases your ability and tells your personal brand story. 

Do you have a bio? Is it current? Is it compelling? If not, a rewrite is in order. 

Look around, most professional bios are lackluster and dull. Some are filled with clichés and industry jargon while others are just bulleted lists of jobs and skills. A bio is not the same as a resume. You already have a job. A bio puts a personal face on your offerings. It makes prospects more comfortable and at ease with you.  A descriptive and well-written bio conveys your credibility and demonstrates your success.

Your professional bio should include the following information:

  • Current position
  • Overview of experience and achievements
  • Insight into your personality and philosophies
  • Contact information

Here are few examples of bios in action:

McCoy Foat CPA

Brooklyn Financial Group

Continuing Care Risk Retention Group

It’s time to tell your professional story in a relevant and interesting way to your target market. If you haven’t updated your bio in the past year or two,   e-mail me today! I charge a flat rate of $300 for bio development. This rate includes interviewing you, writing your bio, and providing up to two rounds of revisions.

Professional bios are versatile marketing pieces. They can be incorporated into websites, brochures, and sales sheets. They can also be used for article bylines, speaking engagements, professional introductions, networking, and LinkedIn and other social networking profiles.

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10 Ways To Get More Done In Less Time

“I am always quarreling with time! It is so short to do something and so long to do nothing.”

                 –Queen Charlotte

The ability to work faster and get more done in less time isn’t slavery; it’s freedom. You’re going to have the same big pile of stuff to do every day whether you want it or not. If you can be more efficient, you can get it done and still have some time left over for yourself – whether it’s to read the paper, hike, jog, or play the piano.

Here are 10 ideas that can increase your personal productivity so you can get more done in less time:

1. Master your PC. Every engineer or manager who wants to be more productive should use a modern PC with the latest software. Doing so can double, triple, or even quadruple your output. 

Install on your PC the same software as your colleagues, other departments within your organization, vendors, and business partners use. The broader the range of your software, the more easily you can open and read files from other sources.

Constantly upgrade your desktop to eliminate too-slow computer processes that waste your time, such as slow downloading of files or Web pages. If you use the Internet a lot, get the fastest access you can. DSL is getting cheaper by the month and is well worth the money at its current price levels.

2. Don’t be a perfectionist. “I’m a non-perfectionist,” said Isaac Asimov, author of 475 books. “I don’t look back in regret or worry at what I have written.” Be a careful worker, but don’t agonize over your work beyond the point where the extra effort no longer produces a proportionately worthwhile improvement in your final product.

Be excellent but not perfect. Customers do not have the time or budget for perfection; for most projects, getting 95 to 98 percent of the way to perfection is good enough. That doesn’t mean you deliberately make errors or give less than your best. It means you stop polishing and fiddling with the job when it looks good to you — and you don’t agonize over the fact you’re not spending another hundred hours on it. Create it, check it, then let it go.                 

Understand the exponential curve of excellence. Quality improves with effort according to an exponential curve. That means early effort yields the biggest results; subsequent efforts yield smaller and smaller improvements, until eventually the miniscule return is not worth the effort. Productive people stop at the point where the investment in further effort on a task is no longer justified by the tiny incremental improvement it would produce. Aim for 100 percent perfection, and you are unlikely to be productive or profitable. Consistently hit within the 90 to 98 percent range, and you will maximize both customer satisfaction as well as return on your time investment.

“Perfection does not exist,” wrote Alfred De Musset. “To understand this is the triumph of human intelligence; to expect to possess it is the most dangerous kind of madness.”              

3. Free yourself from the pressure to be an innovator. As publisher Cameron Foote observes, “Clients are looking for good, not great.” Do the best you can to meet the client’s or your boss’s requirements. They will be happy. Do not feel pressured to reinvent the wheel or create a masterpiece on every project you take on. Don’t be held up by the false notion that you must uncover some great truth or present your boss with revolutionary ideas and concepts. Most successful business solutions are just common sense packaged to meet a specific need.

Eliminate performance pressure. Don’t worry about whether what you are doing is different or better than what others have done before you. Just do the best you can. That will be enough.

4. Switch back and forth between different tasks. Even if you consider yourself a specialist, do projects outside your specialty. Inject variety into your project schedule. Arrange your daily schedule so you switch off from one assignment to another at least once or twice each day. Variety, as the saying goes, is indeed the spice of life.

Approximately 70 to 90 percent of what I am doing at any time is in familiar tasks within my area of expertise. This keeps me highly productive. The other 10 to 30 percent is in new areas, markets, industries, or disciplines outside my area of expertise. This keeps me fresh and allows me to explore things that captivate my imagination but are not in my usual schedule of assignments.

5. Don’t waste time working on projects you don’t have yet. Get letters of agreement, contracts, purchase orders, and budget sign-offs before proceeding. Don’t waste time starting the work for projects that may not come to fruition. An official approval or go-ahead from your boss or customer makes the project real and firm, so you can proceed at full speed, with the confidence and enthusiasm that come from knowing you have been given the green light.

6. Make deadlines firm but adequate. Of 150 executives surveyed by AccounTemps, 37% rated the dependable meeting of deadlines as the most important quality of a team player (cited in Continental magazine, October 1997, page 44).

Productive people set and meet deadlines. Without a deadline, the motivation to do a task is small to nonexistent. Tasks without assigned deadlines automatically go to the bottom of your priority list. After all, if you have two reports to file – and one is due a week from Thursday, and the other due “whenever you can get around to it” – which do you suppose will get written first?

Often you will collaborate with your supervisor or customer in determining deadlines. Set deadlines for a specific date and time, not a time period. For example, “due June 23 by 3 pm or sooner,” not “in about two weeks.” Having a specific date and time for completion eliminates confusion and gives you motivation to get the work done on time.

At the same time, don’t make deadlines too tight. Try to build in a few extra days for the unexpected, such as a missing piece of information, a delay from a subcontractor, a last-minute change, or a crisis on another project.

7. Protect and value your time. Productive people guard their time more heavily than the gold in Fort Knox. They don’t waste time. They get right to the point. They may come off as abrupt or dismissive to some people. But they realize they cannot give everyone who contacts them all the time each person wants. They choose who they spend time on and with. They make decisions. They say what needs to be said, do what needs to be done – and then move on.

Assign a dollar value to your time. If you work 40 hours a week, 50 weeks a year, that comes to 2,000 hours a year. To calculate your hourly rate, divide your salary by 2,000. Example: $75,000 annual salary divided by 2,000 hours comes to $37.50 an hour.

A productive person can tell you in an instant the worth of his or her time, because he’s already done this calculation and committed the answer to memory. Productive people weigh the effort required for specific activities – and the return it will produce – against the cost of the time based on the dollar value of their hour.

For instance, if my time is worth $37.50, and I spend an hour driving to a discount store to save $10 on supplies, I have not used my time wisely — I am $27.50 in the hole. On the other hand, if I saved $1,000 on a new computer for the same trip, it obviously was worth the time.

8. Stay focused. As Robert Ringer observed in his best-selling book Looking Out for Number One, successful people apply themselves to the task at hand. They work until the work gets done. They concentrate on one or two things at a time. They don’t go in a hundred different directions. My experience is that people who are big talkers – constantly spouting ideas or proposing deals and ventures – are spread out in too many different directions to be effective. Efficient people have a vision and focus their activities to achieve that vision.

9. Set a production goal. Stephen King writes 1,500 words every day except his birthday, Christmas, and the Fourth of July. Steinway makes 800 pianos in its German plant every year.

Workers and organizations that want to meet deadlines and be successful set a production goal and make it. An individual who truly wants to be productive sets a production goal, meets it, and then keeps going until he or she can do no more — or runs out of time.

Joe Lansdale, author of Bad Chili and many other novels, says he never misses his productivity goal of writing three pages a day, five days a week. “I’m not in the mood, I don’t feel like it, what kind of an excuse is that?” Lansdale said in an interview with Publisher’s Weekly (September 29, 1997). “If I’m not in the mood, do I not go to the chicken plant if I’ve got a job in the chicken plant?”

10. Do work you enjoy. In advising people on choosing their life’s work, David Ogilvy, founder of the advertising agency Ogilvy & Mather, quotes a Scottish proverb that says, “Be happy while you’re living; for you’re a long time dead.” The Tao Te Ching says, “In work, do what you enjoy.”

When you enjoy your work, it really isn’t work. To me, success is being able to make a good living while spending the workday in pleasurable tasks. You won’t love every project equally, of course. But try to balance “must-do” mandatory tasks with things that are more fun for you. Seek assignments that are exciting, interesting, and fulfilling.

Can you train yourself to like work better and enjoy it more? Motivational experts say we do have the ability to change our attitudes and behavior. “Attitude is a trap or it is freedom. Create your own,” writes Judy Crookes in Inner Realm magazine.

“Enjoy your achievements as well as your plans,” advised Max Ehrmann in his 1927 essay “Desiderata.” “Keep interested in your own career, however humble; it is a real possession in the changing fortunes of time.”

This article appears courtesy of Bob Bly’s Direct Response Letter

www.bly.com               

About the author:

Bob Bly is the director of the Center for Technical Communication (phone 201-385-1220; fax 201-385-1138; e-mail rwbly@bly.com), a Dumont, NJ-based consulting firm that helps engineers, managers, and other corporate employees improve their communication and interpersonal skills. Bob has presented seminars for numerous clients including Foxboro, IBM, Cardiac Pacemakers, Metrum Instrumentation, Medical Economics, U.S. Army,  Arco Chemical, and Thoroughbred Software. He has written more than 100 articles and 45 books including 101 Ways to Make Every Second Count  (Career Press).

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Want More From LinkedIn? Start Joining LinkedIn Insurance Groups

LinkedIn has more than 865,000 groups you can join. Of those groups, approximately 5,300 are related to the insurance and financial services industry.

Each LinkedIn insurance group has its own discussions board, members board, jobs board, and more. When you join, you can participate in interesting discussions, review recent member promotions, and follow the most influential people. It’s a great way to share and acquire industry expertise. It can also be an extremely effective way to market your insurance business.

If you’re an insurance professional, consider joining one or more of these LinkedIn insurance groups:

Insurance Industry Executives

Insurance Marketing Professionals

Insurance Professionals

Insurance Professionals of America

NAIFA Networking Group

National Association of Health Underwriters (NAHU)

Online Insurance Agents

Property and Casualty Network

Benefits Selling

Captive Insurance and Risk Retention Group Network

Did you like this insurance marketing tip? Make sure to subscribe to Insurance Marketing News, an e-newsletter chock full of insurance-specific marketing advice designed to spark ideas that help you grow your business.

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How to Make Your Insurance Email Newsletters Mobile Friendly

Be brief. Keep your copy as clear and concise as possible. If you include too much text, your insurance email newsletter will be truncated and your readers will only get a portion of your message.

Use plain text for your key messages and call-to action. Although images are attractive and appealing, they’re often blocked by email readers. Images also increase the download time of emails on smart phones.

Align your main message to the left. This will prevent your customer from having to scroll across the screen to learn your insurance marketing message. Also, whenever possible, try to use a single column layout and style the e-mail creative no wider than 480 pixels so it will display more clearly and easily on the smaller mobile phone screen.

Attach clear text captions to your images. Use descriptions that are representative of the image and that will help pull your reader through the copy should the images be suppressed.

Write compelling subject lines. Capture your insurance customer’s attention with a persuasive and action-oriented subject line. It’s a good idea to feature your most important words at the beginning.

Include your contact information. Most smart phones automatically hyperlink phone numbers and addresses. This makes it easy for your insurance prospects and customers to click and call you or get directions to your business.

Want to make your insurance email newsletters mobile friendly? E-mail me now!

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Publishing Articles Online: Your 2011 Insurance Lead Generation Solution

Publishing articles online is a fast growing marketing trend. No matter what industry you work in, it’s a great way to establish yourself as an expert and gain publicity for your company. It’s also an effective way to build many links back to your website, generating more online traffic. Best of all, publishing online articles is fast, simple, and if you sign up for a free basic EzineArticles.com membership account, will cost you nothing but your time.

Online article publishing allows insurance buyers to find you while researching topics of interest. For example, when they Google a topic such as “Do I need to have an umbrella?” your related article appears in the search results. When insurance buyers read your article and discover valuable, helpful advice, they click through to your website to learn more about you.

Thus, you’ve created a warm lead and positioned yourself as a top insurance industry expert, without any face to face selling.

Stop and think – could your insurance business use a lead generation strategy like this? Would you enjoy generating hundreds of link backs to your site for minimum to no investment?

Here’s how to get started:

1. Go to EzineArticles.com and set up a free online account. When you set up the author byline, make sure to include a couple of sentences about your insurance business and a link back to your website.

2. Write and publish your first article – if you need help with writing, editing or ezine article account set up, let us know.

3. Publish at least one article every month – more if possible. Remember – every article provides a path back to your website.

To learn more about publishing articles online, visit www.InsuranceCopywriting.com.

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More Insurance Marketing in 2011

Several recent studies have found that business owners are planning to spend more on advertising, marketing and new business development in 2011.

  • According to Manta’s Pulse of Small Business Survey of 766 small business owners, 77 percent plan to spend more in 2011 and nearly half gave marketing and sales top priority.  24 percent designated business development as their top spend while 23 percent opted for marketing and advertising.
  • The Ad-ology 2011 Small Business Marketing Forecast surveyed 752 small businesses owners and found they were optimistic about the year ahead, with 46 per cent planning to increase their advertising budget.
  • A recent survey by GrowBiz Media and Zoomerang polled more than 750 small to midsized businesses and found most plan to increase their marketing spend in both online and print advertising, with online activities receiving the largest increase.

What does this mean for agents, agencies and insurance organizations? If marketing is not a top priority, you’re sabotaging your sales efforts. If you don’t give your marketing the attention it deserves, you’ll lose market share to your competitors.

Not sure where to start? Need insurance marketing guidance? E-mail me now!

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Insurance Marketing: 20 Ways To Tell Your Story

 

Information marketing is the trend of the future. Insurance marketers who are serious about growth need to be publishing e-zine articles and e-releases at least once a month! It’s a surefire link back strategy and it establishes you as a go-to industry pundit.

 

Not sure what to write about? Here are 20 ideas:

 

  1. Announce a new product or service.
  2. Celebrate a new partnership or affiliation.
  3. Tell the world about your banner year.
  4. Promote a special offer.
  5. Provide a tip sheet – 20 ways to …
  6. Announce an anniversary.
  7. Share a success story or case study.
  8. Dispel five myths.
  9. Provide an opinion about a new trend or outlook.
  10. Effuse the news about your community service or sponsorship.
  11. Share survey or poll results.
  12. Demonstrate a new sales technique.
  13. Teach a sales script.
  14. Announce a Webinar or seminar.
  15. Offer a free test-drive of your services.
  16. Kick off a new marketing campaign or promotion.
  17. Celebrate a new employee promotion.
  18. Announce awards and accolades.
  19. Offer a free white paper or e-book.
  20. Discuss a key problem and its solution.

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Is Your E-mail Signature Building or Deterring Business?

Most insurance marketers agree that keeping up with best practices isn’t always easy. It seems like new trends are always emerging. For example, how is your phone number displayed in your e-mail signature? It may seem like a trivial question but with the rise of smart phones and insurance professionals checking their e-mails from the road, phone number format can be critical. If the format isn’t compatible with your prospect’s mobile device, you can create a missed opportunity for communication.

This issue was brought to my attention last week while corresponding with a potential client. He was out of the office but received my proposal over his smart phone. He wanted to discuss the specifics but when he clicked on the phone number in my e-mail signature, his phone wouldn’t initiate the call as it should.

Unfortunately, I was using a using a phone number format that was not compatible with his smart phone. I used a period or decimal point instead of a dash in my e-mail signature to delimit the phone number. I’ve learned my lesson, so now I’m passing a tip onto you – make sure to use dashes in your e-mail signature phone number.

Click here to learn more about e-mail signature best practices. And, make sure to visit InsuranceCopywriting.com and sign up for Insurance Marketing News, an e-newsletter packed with insurance-specific marketing advice – designed to spark ideas that help you grow your business.

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Warning for Insurance Marketers: If You Don’t Build Urgency, Your Prospects Will Take Years to Act!

Do not open until Christmas!

This simple warning creates a lot of desire. How can you achieve the same effect in your insurance marketing? It’s simple – build urgency into your marketing messages.

Urgency is a powerful promotional tool. It captures attention and drives people into action. A sense of urgency motivates your insurance prospects to make decisions quickly and purchase your product or service faster than they normally would.

Here are five simple ways to build urgency in your offers:

  • Set a deadline. A deadline, such as “Respond by February 1 to take advantage of this low, low price!” encourages customers to buy now instead of thinking about it or postponing the decision. Let prospects or customers know what will happen once the deadline passes.
  • Set a limit. For example, “This offer is valid only for the first 100 customers who reply.”
  • Imply scarcity. Sometimes the sheer mention of an offer’s popularity can be enough to build urgency and send prospects into a buying frenzy. Use phrases like “Appointments are going fast. Reply now for best service.”
  • Create a warning. Use warning labels to catch a client or prospect’s attention in proposals, e-mails, postcards, policies or other marketing materials. For example, I know an insurance professional who has created a classy foil warning sticker that he affixes to all insurance policies that says, “This policy is a valuable asset. Keep it in a safe location and do not let it lapse.” Create your own customized graphic image by visiting http://www.warninglabelgenerator.com/.
  • Provide “I wish I would have known” testimonials. Testimonials provide a compelling reason for your prospect to believe in your product or service. Build urgency by demonstrating the potential upside of buying now and the downside of waiting. People tend to respond with a sense of urgency when they know the potential consequences of inaction.

Did you like this insurance marketing tip? Make sure to subscribe to Insurance Marketers Blog by e-mail.

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Do You Make These Mistakes When Marketing Insurance?

This week’s post spotlights the importance of HOW you convey your insurance marketing message. The article below, authored by the award-winning direct-response copywriter John Forde, points to six common mistakes that can undermine your meaning, thus spoiling your entire insurance marketing campaign. Learn about these pitfalls, search them out and do your best to avoid them altogether!

Six Messages You Never Want To Send

Does your marketing copy send prospects a message you never meant to send? Let me clarify…

In selling — particularly face-to-face sales — there’s a lot of talk about body language and how it can mean all the world to a sale.

A chin rub means one thing. Steepled hands, another. Crossed arms, something else yet again.
Bottom line: In the face-to-face setting, the different gestures can betray messages you don’t intend to send, but send anyway.

We, of course, are copyWRITERS.

Hence, not too much selling face-to-face. And not much opportunity to read the body language of our prospects. Once on the page, well, there it is.

Still, there are different things copywriters do that can also send accidental messages. And if you’re not careful, these little slips can derail the message of your whole campaign.

For instance…

1) “TESTI-PHONY-ALS” – Your testimonials are eloquent and effusive (e.g. “I’m entranced by your product. I laughed, I cried. Sublime, utterly sublime”).

To convey a personal touch, or perhaps protect reader privacy, the names underneath are signed with only a first name (e.g. “Loved It, Chuck”).

And the photos are gauzy professional shots, with people wearing pressed t-shirts and white teeth and laughing like God just showed up at their picnic.

What You MEAN To Say:

“Our customers are smart. They’re good looking.
They’re overjoyed. And we’re on all on a first name basis (not to mention discreet).”

What It ACTUALLY Sounds Like:

“We couldn’t really get good testimonials. So we wrote our own. Chuck is my cousin in Des Moines.”

A Better Approach:

Give full names wherever you can. Used real photos of customers, even the ugly ones. And most of the time, resist the temptation to edit away poor writing in testimonial quotes.

2) “YOU CAN TRUST ME, I HOPE” – You start your letter, “Dear Reader, Let’s be honest…” or pepper paragraphs with “To tell the truth” and “I really mean that.” In your guarantee, you write, “you can trust me… I’m a gentleman.”

What You Mean To Say:

“I mean what I say. And when I make a promise, you can bet I’ll stand by it. I’m not like that other guy who sold you the bike with square wheels.”

What It Actually Sounds Like:

“I’m worried you think I’m like that guy who sold you a bike with square wheels. My pitch sounds deceptive, so I subconsciously want to reassure you that it isn’t. You do trust me, don’t you?”

A Better Approach:

Root out whatever it is in your pitch or product that makes you leery. Good products make it easy to write truthfully and confidently. Whatever you do, cut the weasel warm-ups and just make the promises.

3) THE “TION” THAT SHUNS - Your words are hefty and profound. You’ve never seen four syllables you didn’t love. Not to mention what you’ll do given five minutes in a dark room with a word processor and witty puns and word play.

What You Mean To Say:

“Aren’t I smart?”

What It Actually Sounds Like:

“Aren’t I pretentious?”

A Better Approach:

You’ve heard it often. But not often enough. Always, always use simple words. You’re trying to call attention to the ideas, not to the words you’ve used to express them. Big difference.

4) “DON’T HATE ME BECAUSE I’M BEAUTIFUL” – Your newest promo is printed on silk paper. With hand- etched four-color graphics. You’ve hired Japanese geisha girls to fold the letters and Peruvian mountain cats to lick each envelope closed. No expense was spared.

What You Mean To Say:

“I care about you, which is why I care about how this promo looks. If it looks professional, we’ll look professional to you too. Or at least, we’ll look pretty damn hip.”

What It Actually Sounds Like:

“I care more about how you’ll think of me and my promo than I care about how what I’m selling can serve your interests. Look at me, look at me, look at me!”

A Better Approach:

Okay. First off, sometimes elegant DOES work. It depends on the project. Membership in an exclusive club might call for high-ticket design. But imagine if you’re writing a donation letter for a non- profit… or a pamphlet to sell a low-budget vacation to college students. Sometimes LESS really is more.

5) “I CAN’T COMMIT” - “XYZ’s Water-Matic might make a better cup of tea,” says your pitch letter, “of course, there’s no guarantee.” The rest of the copy is littered with ‘could’… “can”… and ‘should.’

What You Mean To Say:

“We don’t over-promise to our customers. We’re conservative, not rash like those hucksters down the road.”

What It Actually Sounds Like:

“I’m not sure we can deliver on what I’m saying. And I don’t want to look stupid if we fail. So I’m not going to commit to any of the promises you’re reading here. In fact, don’t call. I’m just going to go sit in the corner now and shiver.”

A Better Approach:

True again, that sometimes, you have to be conditional in your speech. Lawyers recommend it.
Nervous CEOs prefer it. But those reasons aside, wherever you can, use as many bold and confident words as you can, “XYZ product tested as tops on the tea-maker market, 9 years in a row.” Write confidently and with conviction. It can only improve your results.

6) “I’M A SUPER-EXCELLENT FAKER!!!” – Your copy bubbles over with enthusiasm and lots of really, really… really… awesome adjectives.

What You Mean To Say:

“I LOVE my product! It’s the absolute BEST on the market. You couldn’t find a BETTER product than mine even with a JILLION bloodhounds sniffin’ the trail!”

What It Actually Sounds Like:

“I’m not sure WHY my product is good! I’m not even sure IF my product is good! I just want you to BUY my product — is that so wrong?”

A Better Approach:

It’s not your exuberance that’s at fault. It’s the lack of substance. Add case studies and stats to back up your claims. Plus customer stories and testimonials and track record. The fluff will fade away.

The point is clear.

Be careful HOW you say what you want to say. Be especially on your guard when you’re subconsciously writing copy under one of these two conditions:

Either (a) you’re trying to hide your own opinion from the reader or (b) you’re trying to get the reader to think something about YOU the writer, as well as the product, that might not be true or easy to believe.

In both scenarios, you’re writing lines fraught with hidden meaning. Usually, the meaning you were trying to suppress. This is when your guard is dropped. This is when you’ll make the mistakes that undermine your message.

And that’s not good.

Be aware of them, root them out, avoid them altogether. The more simple and direct your message, the more successful you’ll be, in the end.

Reprinted with permission from John Forde
Web site: http://copywritersroundtable.com
Get a FREE copy of “15 Deadly Copy Mistakes You Can Easily Avoid” (value $29) plus a FREE “Accelerated Brainstorming Toolkit” (value $49) when you sign up for the weekly ‘Copywriters Roundtable’ e-letter… as well as a third “secret” bonus.

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