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The title of this book is OUTRAGEOUS Advertising That’s OUTRAGEOUSLY Successful. I’d now like to take a moment to define what it means to be successful.

In this chapter, I showed you my five-page handwritten sales letter written on a yellow legal pad and I told you that of over 180 campaigns that I created for my menswear stores over a ten-year period, the handwritten letter received the highest response.

But achieving the highest response doesn’t necessarily mean it was the most successful campaign I’ve ever created. In fact, as of the writing of this book, I’ve written nineteen sales letters that have generated more than $1 million in sales for my clients or one of my companies.

Certainly, the five-page handwritten sales letter was very … very … very successful for my menswear stores, but it didn’t generate $1 million in sales for them.

So this brings me to how you need to define and measure what OUTRAGEOUSLY successful means. The way you define success is not by the percentage of response you receive. The way you define success is by the amount of money the advertisement generated versus the amount you spent to get it out.

This is what we call ROI (return on investment), and it is the only way I measure success—how much did you spend, and how much did you get back?

Sizzling Outrageous Summation

1) Always be on the lookout for OUTRAGEOUS opportunities to use in your advertising.

2) The more you tell, the more you sell. Don’t be afraid of long copy to tell your entire story and pertinent information.

3) Successful OUTRAGEOUS advertising can typically be moved from one media to the next.

4) Everyone responds to OUTRAGEOUS advertising. Don’t make the mistake of thinking your customers are too sophisticated for OUTRAGEOUS advertising.

5) Study what’s working outside your industry. OUTRAGEOUS advertising can often be moved from one industry to the next with terrific results.

6) Join Mastermind groups to share ideas and network with other smart and open-minded entrepreneurs.

7) OUTRAGEOUS advertising is fun, and it lets you make your business fun.