I wish I’d read Joe Sugarman’s book again before a recent promo launch…

If I had, I may have caught a fatal mistake that caused prospects to stop reading the promo out of the gate.

That one mistake alone caused the failure of the campaign — at least for now, until we test the next version with this mistake fixed.

You don’t have to make the same costly mistake, though.

You can use the One Big Idea I’ve pulled from The AdWeek Copywriting Handbook by Joseph Sugarman to make sure your promos get read (or watched).

Just watch the video for the One Big Idea — and my embarrassing story.

Yours for bigger breakthroughs,

Roy Furr