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January 29, 2023 9 min

Entrepreneurs and small business owners often believe the sequence "Idea --> Create Offer --> Start Marketing."

It sounds logical, doesn't it?

Truth is, if you wait till you've got a finished product, you've waited too long. You need to get some signs of success before committing to production and creation.

There's a good section in a book published several years ago, with the memorable title of A Year Without Pants. That was pre-pandemic, before the days of widespread telecommuting. 

The author worked for the company that made They created marketing materials before they implemented features, which raises the question, "How do you write about something that doesn't exist?"

I encourage my own clients to do things when they launch a new product or service - before creating the program or product itself. First, write the sales letter. Second, tell a story about the product from the client's perspective.

In this short episode, you'll learn more about how to make it happen. You'll save a lot of trouble when you get ready to market your new offer. Your copywriter will love you.

The book: A Year Without Pants.
Free download: Understanding Your Client's Motivation.
Video course: Step-by-step to enter the conversation in your client's mind.  Work at your own pace.

My website:

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