Posted by Scott Bywater in marketing Jul 30th, 2015

Next week I’ll be creating sales copy for a client who targets business owners with 50 to 500 staff.

They were advertising on Google.

I told them to stop.


Coz think about it…

If you’ve got a generic keyword, what percentage of business owners
with 50-500 staff are likely to click on your ad?




One things for sure, it’s not going to be many – because only a very small percentage of businesses have that many staff in the first place.

For simplicity’s sake, let’s say it’s 1%, and it’s costing you $1 a click.

That means, to get your ideal prospect to click on that ad… it’s costing you $100.00 a pop.

A better solution, in this case, is direct mail – where you can get in front of a pair of the right eyeballs for as little as $1 or $2.

It’s not a hot topic.

But it works like a treat when you’ve got a very specific target market.

Just have a listen to what Peter Johnson had to say about his results

You’ve got to admit, a 3000% return on investment is hard to argue with 😉

Scott Bywater

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
Do you want to learn the easiest way to get more customers fast? I have just completed my brand new guide "7 Ways to Get More Customers" which includes a swag of "Advertising Cheat Sheets" for getting results fast. Everything is outlined so it's as easy as 1, 2... 3. Download it for free by visiting
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