Yesterday I read the “Mr. Brave” book to my 3 year old son.

And he asked me “What’s brave?”

I explained to him that brave is anything you do when you are scared to do something, but you do it anyway.
And that is a big part of living, isn’t it?

Gathering the courage which the Lion thought he didn’t have in the Wizard of Oz and doing stuff despite our fear.
I think Richard Branson put it best when he said:
“The brave may not live forever – but the cautious do not live at all”

And that’s a very true statement in my book.
After all, what is living if you are always playing things safe. Always taking the safe job. Always living out of fear.
Isn’t it far better to throw caution to the wind, bite the bullet and give things a shot?

I mean, within reason.

Richard Branson (yes, I have just finished reading his book, Business Stripped Bare) defines the most critical factor in any business decision you’ll ever have to make as all boiling down to this question:

“If this all crashes, will it bring the whole house tumbling down like a pack of cards?”

So it’s a balance, right?

But I truly do believe fortune does favour the brave.

And when you promote your business via direct response marketing you test small before rolling out a
campaign.

You don’t throw $40,000 at an ad without a test.

YOu put $1,000, $2,000 or $5,000 towards it and see if it flies.

And then when it does, you reinvest your funds.

What’s more, you try lots of different campaigns and have lots of different marketing funnels so if one thing stops working for you, you have plenty of others.

But it takes courage to spend money on an ad.

It takes courage to start up a new campaign.

It takes courage to send out 1,000 direct marketing letters without knowing for sure if they are going to work.
But as you can see at http://www.scottbywater.com/proof this approach works.

So have the courage today to grab the bull by the horns and start up a new campaign for getting more customers.

And if you want to increase your odds of making it a success, make sure you check out http://www.morecustomersmadeeasy.com

In the legal world, there is a term called “Smoking Gun” which refers to that critical piece
of information which makes it impossible for your opponent to win a court case.

It’s a fact, a piece of evidence or whatever which proves what you have to say beyond any seed of doubt.

And there are alot of correlations between law and advertising because when you are selling via the printed word, your jury is your customer.

And you must do everything in your power to prove your case beyond any shadow of a doubt.

So what could be some examples of a “smoking gun” in the advertising world?

Well, let’s say I own a piece of property on the coast of Western Australia and I want to sell it.
But I am having trouble getting the price I want.

Perhaps a “smoking gun” piece of information I could find is the fact property in coastal areas has gained 20% or 30% or 40% (or whatever) greater capital growth returns than properties anywhere else in the country.

Makes sense, right?

Of course, I have no idea if it is true.

But if I was the buyer, I’d find it pretty hard to ignore a fact like this.

What about if I was selling tyres? Well, this is a pretty easy one. If I owned a tyre shop, I would be looking for a piece of information about what percent of accidents happen from old tyres.

How about shoes?

If I was selling shoes, I would look for information about how the shoe affected other areas of the body. Looking into things like foot reflexology, and the interconnectedness between feet and overall health, feet and its effect on back pain, etc.

And if I could find that little gem of information, no longer am I purely selling shoes, I am selling an overall health solution. And people will pay for quality if you can prove that it’s going to make their overall health better.

Makes sense, doesn’t it?

So today, consider doing some research on these facts. Check out web sites such as the Sydney Morning Herald, Daily Telegraph, CNN, Highbeam Research and CNN and see what facts you can dig up about your industry which could be your “Smoking Gun.”

And then take those facts and use the strategies you’ll uncover at http://www.copywritingthatsells.com.au/cashflow to create an ad or sales letter which gives you an overwhelming advantage over your competition.

On the video I am about to show you, I’m going to reveal a way to get a critical advantage over 99.9%  of all your competitors.

Some might even say it’s an unfair advantage.

Specifically, I’m going to show you the opening web page which has made my client a nice and easy $70,000 through a set’n’forget lead generation system.

Furthermore, I’m going to invite you to discover how to create the most powerful muney-making tool your business could ever own.

I urge you to watch it right now:

http://www.youtube.com/watch?v=AlJiyUrMK2U