Most marketers spend too much time trying too reinvent the wheel, when they could just model what’s working now.
For example…
I’m working on a fundraising letter right now for a Great Dane rescue back in Ohio.
The letter I wrote for them last year brought in $12,000+.
Which was a LOT of money for their tiny rescue.
It was 70% of their yearly budget.
So they were quite happy.
And asked if I’d help them again this year…
I of course said “yes”.
But here’s the thing…
Instead of reinventing the wheel and coming up with a totally new fundraising letter for them…
I’m simply refreshing the old one.
So I’m gonna change the first 2 pages of the letter…
And put in a new story (the last one was about a dog named Rylee that they saved who was abandoned out in the country).
So I’m just gonna replace Rylee’s story with another story of a Dane they’ve helped.
And the rest of the fundraising letter will stay the same.
Now switching up the story like this isn’t a new tactic by any means.
People have been changing the lead on sales letters for 50+ years.
Why?
Cause it’s proven to work.
And that’s what matters.
There’s no sense in me writing a new 8-page letter for the rescue, when we already have one that is proven to work.
That would be a waste of time.
And we wouldn’t get any better results.
So instead of reinventing the wheel…
And writing an entire new letter for them…
I’m just using what’s already proven to work.
This is a very simple concept…
But one that can make you a lot of dough if you put it to use.
Stop trying to reinvent the wheel…
And just model what’s already working.
That’s the key.
Enjoy your Friday…
– Justin
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