A recently understood segment of marketing is the immense power behind the product category. Often, many businesses build their entire marketing strategy around a particular brand and its better qualities within a currently known product category, only to have it all go down the drain in the end.

Remember the “New Coke”? In the 80’s, Pepsi conducted taste tests called “The Pepsi Challenge.” Coke, on the sidelines, also heard from their own research that a newer, better tasting brand would beat Pepsi.

Only 77 days later, according to Coke’s former marketing vice-president Sergio Zyman in his book “The End of Marketing As We Know It,” not only were they forced to reintroduce the older version as “Classic Coke” but they also had to eventually wipe the New Coke out. Better is not always better.

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The most common mistake newcomers to business make is to think that by expanding their portfolio they will secure more business. Conversely, they think that by narrowing their market they will also narrow their chances of getting more business. In either case, nothing can be further from the truth.

A management consultant who I believe had a knack for human resources also offered bookkeeping services, thinking that having more to offer will keep her busier — she then wondered why she wasn’t getting any work!

The truth of the matter is the fact that specializing and narrowing your focus as much as possible will increase your likelihood of getting more business.

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Freelance copywriters are an interesting bunch. They practice the art of salesmanship in print, yet have difficulty selling themselves. They struggle when it comes to self-promotion.

So instead of being well-fed and content, they often go hungry. Why is this?

I believe it comes down to three fundamental deficiencies. I observed these in myself when I was getting started a few years ago. I have continued to observe them in other copywriters who are launching new freelance careers.

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At the beginning of my career, I specialized in working primarily with cosmetic surgeons. I wrote their direct mail copy, produced their infomercials, trained their sales staff, and consulted them on marketing.

As a big believer in branding and niche marketing, I decided to focus primarily on doctors. I dubbed myself as "The Success Doctor" since my aim was to help doctors become successful.

Up until a decade ago, however, I was just a self-employed freelancer. For years my clients came to me by word of mouth. But since my business was growing quite rapidly, I decided to incorporate.

So on August 17, 1997, I registered "The Success Doctor, Inc." (In fact, it was only a few months later that I created a website and "hung out my digital shingle" at SuccessDoctor.com! And the rest, as they say, is history.)

Nevertheless, this means that, on August 17, 2007, it will be the 10th anniversary of my company. And to celebrate, I want to do something special for you. Something I’ve never done before. So here’s the deal…

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I’ll never forget this for as long as I live.

The real estate office manager marched to his secretary’s desk. He rubbed his face in frustration. I stopped making cold calls to spy on their conversation.

In muffled tones, he told her to write a “house ad” for a new listing. He wasn’t sure what to write. So he told her to come up with something. Anything.

Back then I sold real estate for a living. I just started learning how to write ads that work. But I couldn’t believe what just transpired.

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As part of my coaching program, students can ask me unlimited questions via email. Granted, it’s a bit early, but one common question I seem to get is, “I’m new to copywriting, where do I start?”

Naturally, since coaching students are allowed access to any of my digital programs, they also get access to my Copy Doctor private website, where I share over 50 hours of salesletter and copy critiques, recorded on video.

But one student said something that struck me (and this doesn’t happen often). She said, “I learn better by doing than by watching… Is there anything you can recommend?”

Great question. Some people are visual (they learn better by watching), some are aural (by hearing), others are kinesthetic (by doing or feeling). And I also thought it would be a great question to cover on my blog. So, here goes…

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What is it with people lately?

Browbeating, bashing, and bullyragging. Flames, stains, and blames. Put downs, let downs and showdowns. On forums, blogs, and social networking sites.

Sure, I understand people are fed up with scam artists and snake oil salesmen. And sure, I also believe we need firebrands and rebels. Each one helps to keep the other side in line.

I love good debates. They’re not only intellectually stimulating, but also they help instigate change, or give others the impetus on how to deal with it. I always love a good argument, when that argument is based on fact and substance.

But lately, some of them are really getting out of hand.

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