One of my all-time favorite marketing and copywriting minds is the late, and esteemed Gary Halbert.
He was a true marketing genius.
And, I once did an entire podcast episode just on all the ways that great man of marketing influenced my business.
But you know what?
He probably would have considered me an idiot.
At least, with one of the things I say in many of my sales letters and on all my order forms. And that thing is, I always tell people to allow 1-3 weeks for delivery. I remember a newsletter issue he wrote where he said (more or less) that having that kind of verbiage is insane and stupid.
And, his reasons were sound for saying so.
But, even knowing that, I continue to keep saying 1-3 weeks.
And, I believe it not only doesn’t hurt sales, but greatly enhances them.
No, not because of the “words” themselves.
But, because of something I do in all parts of my business, that has nothing to do with the time it takes to ship products or the copy I write on my order forms or anything obvious at a glance. This “something” is a concept I have been implementing in my business for the last 18 months that has grown my sales probably faster and more consistently than anything else I’ve done outside of email marketing itself.
This concept I am referring to runs throughout the entire April “Email Players” issue.
It also to everything I do now.
And, I believe, it can explode the sales of any business (over time) who does it — yes, even though it will probably get you called an idiot too, by many of your marketing heroes, too.
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