Who would you buy a bodybuilding product from:
Arnold Schwarzenegger or some random douchebag down at the gym?
The answer should be obvious…
Now here’s something else to think about.
Mr. Douchebag could spend years sweating over his sales letter…
He could memorize dozens of copywriting formulas…
…and learn every single trick in the book.
But the fact is that Arnold would outsell him with just a few lines of badly written copy.
Here’s the point I’m trying to make:
Most people have the wrong idea when it comes to copywriting.
They think it’s some all-powerful tool that can create sales on its own.
That all they need to do is study the dark arts of copy and become the ultimate bad ass.
Sadly that’s not the case and this is where the 40 / 40 / 20 rule comes in.
You see, success comes down to 3 things.
The market, the product and then the marketing.
In this equation 40% is the market, 40% is the product and only 20% is the marketing.
Only when these things are properly combined can copy produce sales.
For example, a person who is famous or well known in the market will outsell anyone else.
(Even if they have terrible copy.)
Yes copy is important.
But a ravenous market, world beating product and savvy marketing are far more important.
Only when these three elements are perfectly combined can copy produce fortunes.