You already know something that will - if you pay attention to it - help make your marketing far more effective.

Ready to learn what you already know?

Grab three or four advertising, direct mail sales letters from your junk mail pile and read them. As you are reading them, see whether the following questions pop into your mind?

1. Who are you?
2. What do you want?
3. Why should I care?
4. What's in it for me?
5. What do I do now?

They did, didn't they? I hadn't noticed it until it was pointed out to me by a copy writing expert.

If you rely on direct mail or e-mail to promote your construction business, you MUST craft your piece to answer those questions in the order shown.

Those five questions go through every prospect's mind whenever you telemarket, direct mail or cold-call them.

That is because your prospect's defense system is on high alert as soon as they come across your message. They are thinking...