Ping golf thanks to John Carleton

One of the great copywriters is John Carleton, and one of his clients puts out a series of how-to golf videos and courses. His sales letters are so great that reading them makes me want to buy the information even though I don't play golf. Suddenly they get me to thinking about how great it'd be to get some Ping golf clubs and go out and use the information to become a great and money-making golf player. Even though I haven't played golf since I was about 14 or 15 years old and doubt I'll play even when I'm retired and have plenty of time.

Market research not only definitive

Market research is a critical element in any marketing campaign to sell a product or service, but is most vital before the launch and even development. If the market doesn't want a particular product, then why even develop it? The problem of course is that it's difficult to know in advance what people want or don't want when it's not a concrete reality to them. Would people in the 1970s tell a researcher that they wanted a rock for a pet? Probably not. Yet for a short time, pet rocks were a very popular craze. Sometimes you have to go with your gut, though trying to minimize risk of losing money.