It was interesting listening to all the opinions about the World Cup Bid yesterday.

All of the experts were saying it was so amateur… 10 years old… tacky… etc.

But then one guy got on there and said one of the smartest things anyone could say…

“I don’t like it, but I am not one of the judges”

Then he went on to say I imagine those people making the video studied the judges and this is based around what they want.

So were all the other experts right – after all, I heard this morning that we only got one vote.

Maybe. Maybe not.

I honestly think the video only plays a small part in their decision making, so it’s hard to tell.

I didn’t think the video was too bad – in targeting the market we were after.

And there’s a lesson here we can all learn from our own marketing.

In the early days, I didn’t used to frame my clients very well. Also, I used to cold call which used to start things off on the wrong foot in the first place.

So what I’d do is I would hand people my ad.

And then they would pass it around their office.

And nobody would like it.

Then they would say: Nobody likes it. It’s a crappy ad…

… just like all of our experts did on the radio yesterday.

Well, here’s what I say to people now…

It doesn’t matter what your friends think. It doesn’t matter what your friends and family think. It doesn’t matter what I think. The only thing which matters is what your prospective customer thinks.

And you cannot find that out by showing them the ad. The only way you can find that out is by running the ad and allowing them to vote with their wallet.

And rest assured, when you get your hands on http://www.copywritingthatsells.com.au/cashflow
despite the fact the ads you write will be based on formulas which have been proven to work…

everyone will tell you they are too wordy, too ugly, etc.

But the lesson in all of this is to ignore everyone’s opinions and let your prospective customers make the decision about what works and what doesn’t.

After all, their opinion is the only one that counts.