2005 - 09-15-05

Think about this: Years ago, Ray Kroc walked into a restaurant
called "McDonald's" in a small city in California. He was
impressed with the cleanliness of the restaurant and the
efficiency of how it was run. The guys who owned it (I think
they were two brothers named McDonald) were happy to sell
him the rights to franchise their restaurant operation. Of course, the rest is history. There are now McDonald's
restaurants in every civilized corner of the world and they
sell billions of burgers every day.

Get this:
Often the client to whom you are giving your
precious advertising copy is going to be more like one of
those McDonald brothers... than... he or she is going to be more
like Ray Kroc.

Let's say you decide not to write
for clients and only write for yourself. There are a few
people like Joe Sugarman, Ben Suarez, Ted Thomas and a
handful of others
who have done this very successfully. But, they are very
much the exception. Here's the way it most often
(99.999% of the time) it happens: You write a killer piece
which is very profitable and has a very high ROI. You want to keep all the money generated by this piece
for yourself. So, you decide to start and operate your own
business to exploit your own copywriting ability. My friend,
you have no idea what lies in store for you. If you haven't
tried to do this already...

You Don't Have A Clue

Of The Obstacles You Are

Going To Have To Overcome!

First of all, you're not going to have time
to write any more copy for any more projects. Nope.
Someone's going to have to man the phones to take the
orders. Your time will be spent either taking those orders
yourself or supervising your employees or keeping a close on
the telephone answering service you might hire.

And the same thing will happen with the mail
orders. Either you have to pick up the mail yourself or have
an employee do it and someone has to deposit all those
checks.

And someone has to fill all those orders.
Again, it's either you, your employees you're having to
supervise, or some fulfillment agency you're watching.

Of course, you'll also have to have a merchant
account to process your credit card orders. And that, my
friend, is when
you will find how delicate that particular link in your
chain of success is. There's a very good possibility your
merchant account (even if you've had it for 20-years) will be canceled... without any warning
whatsoever. This might result simply because you did
something that caused a legitimate but abrupt increase in
your income flow. Or it might be canceled because a few nut cases
have called the bank operating your merchant account
with irrational complaints about your company.