Internet marketing, including email, has been hyped up by many gurus over the last decade or so.

You see them advertising all over the internet, making millions of dollars in weeks not years. They build affiliate programs, and convince countless people to sign up to make it big, just like they did.

Unfortunately, that window of opportunity has been closed in my opinion. And I am not the only one.

In his book “Double Your Profits in Twelve Months or Less”, Clayton Makepeace, considered one of the highest paid direct response marketing consultants in the world, highlights that most online companies don’t understand how important good quality copywriting really is. He states the following:

“… the company’s copy will probably continue to suck – and the owners will continue leaving 90% of their sales on the table
– because they just can’t quite bring themselves to pay a top copywriter a commission on the increased sales he or she could produce for them.”
Source: Double Your Profits in Twelve Months or Less (Makepeace, Clayton)

Let’s look at this a little more. It’s a basic calculation, and is covered with a lot of detail in the book.

Say your current offer makes you $10,000 a month. Based on the the principles Clayton Makepeace talks about in his book, you are essentially missing out on another $90,000 a month in potential revenue by not focusing on the quality of the copy and the use of very well tested direct response marketing principles.

Let’s be real here, most internet marketing copy does indeed suck, and if you had to pay for it to be printed and posted in the offline world, you would not come close to breaking even.

Why is it so common to see rubbish copy, and what is the solution?

A big problem is perceived value. Companies like Guru and ELance have caused a glut of very cheap, very mediocre writers. They are paid low flat fees and as with all things, you get what you paid for. Many of the clients of these people are also trying shot gun approaches to their marketing. The internet has made everyone have access to being in business.

The solution, if you have a real business online is to follow the tried and true direct marketing principles. And remember everything is measurable, more-so on line than in traditional mediums.

Pay your good copywriters an upfront fee and ongoing royalties. Make them hunger to do the best they can. And remember, direct marketing has been around for decades, apply the same principles to online marketing, and watch your profits grow.

Next time you are thinking of getting some copywriting done, check out Double Your Profits in Twelve Months or Less first, it could make you tens of thousand of dollars more in sales.