Mel,
Chapter 23 of the Ultimate AdWords Guide is on copywriting, and it's an interview with a pretty edgy guy: John Carlton. John's one of the most sought-after, highest-paid copywriters in the world.
John writes e-d-g-y copy. Chapter 23 is an edgy chapter. And it refers to a smashing interview I did with John, which you can get here:
www.perrymarshall.com/copywriting
To understand where John's coming from, you need to recognize that the best markets for small businesses to play in are markets where people are REALLY emotional about something.
People aren't very emotional about doorknobs or microwave popcorn or 60 watt light bulbs. And if you're a small business it's h-a-r-d to make money selling such things.
Unless you can find a *kind* of doorknobs or popcorn or 60 watt light bulbs that *some* people ARE emotional about. Which places you in a high-margin, niche market.
You can follow the emotions to the money. You can follow the money to strong emotions. People buy what they're emotional about.
If people aren't emotional about what you sell, find different people to sell it to. Or find something else to sell.
Listen to my interview with John:
www.perrymarshall.com/copywriting
Perry Marshall
**NOTE: Do not reply to this email. Visit http://www.PerryMarshall.com/help with any questions or concerns.
Perry S. Marshall & Assoc
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Oak Park, Illinois 60301
United States
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