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A COPYWRITING SUCCESS STORY
How Dr. Lou Spinozzi found a clear sales message for his book
 Are you missing out on product sales because your marketing message is weak? Dr. Lou Spinozzi was. He had worked for months to boost his career by becoming a best selling author. But when the time came to create cover copy and text for the web site, his publisher looked to him and asked, “Where is it? When can you get it to us?”
Suddenly, Lou was on the hook for creating copy that sells. As the leading expert in his field he knew a lot about learning difficulties, but not about copywriting. He knew that without strong sales copy, he wouldn’t reach the audience he so passionately wanted to help.
He needed an effective marketing message, but he didn’t have the perspective to write one. Lou was so close to his content that he couldn’t see how to communicate the overwhelming value of what he was offering: the ability to improve the quality of a child’s life forever.
 Lou put Content Wheel on his team, and discovered the sweet spot in his audience. As we explored the motivations of his audience, we learned that his information was of the most value not to the students or teachers, but to the parents, who typically experience overwhelming, priceless relief when they discover the solution to their child’s mysterious learning disabilities.
Now Lou builds his business and reputation with his book and web site. Being a published author gives him a reason to go out and speak. He uses the book as a bonus for new clients as well as selling it at the back of the room. Thanks to the book, his practice is growing at an unprecedented rate, and he is reaching more of the children it's his life's passion to help.
“I am so fortunate to have connected with Susan and her marketing talents at a critical point in my book’s development. With her discerning insights and compelling copy, she made my book’s value obvious to my clients. Her work has stood the test of time and helps build my business every time someone picks up my book or visits my web site.”
DR. LOU SPINOZZI
Developmental Optometrist and Vision Therapy Expert
Visit the book’s Web site to review Lou’s marketing copy and discover how easy it can be to make your value clear.
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