Out of the 20 things you're trying to figure out and move forward on in your life/business right now, probably only three or four, maybe five of them, actually has any significant impact on your long term results.

Tiny hinges swing big doors.

Right now, me and my business partner are working with businesses to do super super super easy things that make their previous customers spend more money. You can double almost any (established) business without getting a single new customer. We're just focusing on the low hanging 20% of fruit that yield 80% of additional-profit potential.

You don't need to be a marketing genius to execute on these things. But you need some chops to identify the low-hanging-fruit-opportunities in the first place.

But sales strategy isn't sexy, so people don't want to learn it. Instead they want the latest social media gimmick, or whatever. Most people don't want to sell.

Most people don't want to learn strategy. Most people don't want to understand the big picture and see how the pieces fit together. They just want what's sexy.

I used to say that copywriting was the most important skill you could learn as a marketer. Because if you can't sell shit, nothing will happen.

But I don't say that anymore, because copywriting only exists on a micro scale. And macro is more important.

Marketing strategy. It's a skill. Strategizing. It is what I do best.

Copywriting is critically important, but if you don't understand the big picture of how copy fits into the grand scheme of things, you can't differentiate between big and small opportunities.

For example: one of the biggest things that hinder freelancers/consultants from making more money is that they have a 7 or 8 (out of ten) in their abilities and skills. But they apply those skills to level three and four opportunities.

The same skills, applied the same way could net you $30k a year or $30mm a year depending on where you apply them.

Why? Because tiny hinges swing big doors.