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By Tim Hayes You as a business owner, and me as a copywriter, there is nothing better than having a control. A control is some marketing collateral that has proven itself successful at generating leads or driving sales. Your sales presentation either face-to-face with, or without PowerPoint is a control. Your sales letter or lead generation letter generation that successfully brings in money or leads is a control. You can have many controls in your marketing programs. For example your web site, brochures, white papers, or consumer awareness guides. Your winners, or controls, bring profits to your business, but are they really your ally. As someone who seeks to write your controls Id like to think so; but as a pure marketing technique, I know that thinking is wrong. In an interview by Joe Polish with Richard Rossi, President of Learning Unlimited, his perception is that a control is the enemy. After hearing and thinking about it hes right. The lesson from Mr. Rossi is that a control can lead you into a false sense of security. The remedy for that is test, test, and test some more. You can test variables in the same ad or you can test one ad against another and measure what works. Heres a dramatic example: Master marketer and copywriter Joe Sugarman tells a story that highlights what a control cost his company. After six years of running a very successful series of ads he decided to test a variable. By putting the offer of his full page magazine ads inside a broken dashed box to look more like a mail order ad he got a twenty percent increase in sales. Twenty percent! You might think thats good until you stop and think his company had left twenty percent of sales and resulting profits on the table for six years. The cost of knowing is peanuts compared to the cost of the sales you may be missing. Dont get comfortable with what ever marketing communications you are using as controls. Youll never know what they may be costing you. You control is your enemy. Tim Hayes is principal of Timothy Hayes Copywriting/Consulting. His practice provides marketing communications, direct response programs and consulting for B2B and B2C organizations. With over 22 years face to face selling and marketing experience you get an unfair advantage in all your marketing communications. Tim offers direct response marketing consulting through his Half and Full Day with Tim program. To get full details on the complete services for Timothy Hayes Copywriting/Consulting visit www.thayescopywriting.com Tim can be reached by phone at (978) 269-4861, email at tim@thayescopywriting.com or fax (978) 453-1873. Article Source: http://EzineArticles.com/?expert=Tim_Hayes http://EzineArticles.com/?Marketing-Communications—How-Much-is-Your-Control-Costing-You&id=572024 zolpidem ambien drug zolpidem kaufen danger ambien how to abuse ativan

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