There’s marketing, and then there’s sales. They’re not the same thing, but one without the other is sure to lead to failure for your company. On this episode of Business Outlaws, David Garfinkel, renowned author and copywriting coach who personally mentored BigMike, breaks down what effective direct response marketing is and how it works.

You can’t just expect people to see your product and buy it. You need to show them why they need it, which is why you need to use direct response marketing. And to use direct response marketing effectively, you have to dig deep into your target audience’s psyche to see your product from their point of view.

Garfinkel shows BigMike and Chris “Bulldog” Collins how this works by using BigMike’s Blends as an example. He introduces a generic-sounding, ineffective ad that touts the pre-roll as “bigger than big, Mikey-er than Mike, blendier than blend,” and then immediately contrasts it with an ad that hooks the target audience of BigMike’s Blends by weeding out anybody else who might read the copy. If you’re marketing your product to everybody, you’re doing it wrong. Marketing directly to your niche audience is how you make sales.

So, how do you get into your audience’s head to figure out how to market to them? As Collins points out, “What people tell you and what they do can be the world apart.” Tune in to find out how to get your buyers’ uncensored, unscripted perspectives.

When you’re finished listening, visit BusinessOutlaws.com for exclusive content and behind-the-scenes footage from the studio. And don’t forget to follow @BusinessOutlaws for more profit-boosting exclusive content.