For your business, do what expensive marketing and copywriting consultants do. Work on and develop marketing breakthroughs to test.

Unless this is done, the business will remain too close to the trees to see the forest. Too bogged down in industry norms to think about new ideas. Too involved in daily activities to see the breakthrough big picture ideas that can take the marketing to a whole new level of success.

This is why the world’s smartest and most successful companies and marketers hire outside consultants.

Some of the questions to ask during this time with a “fresh set of eyes" are these:

What’s the best new big idea we can test? Other big new ideas we can test?

What do other successful marketers do in other businesses? Should we test these?

What does our prospect want most from our product or service?

What unspoken objection keeps him from buying? How can we correct this?

Is the main appeal the most effective appeal? What other appeals can we test?

How can we make a much better offer? What would attract many more new customers to try our business for the first time?

What works best for my competitors? How can I make that much better for my business?

If we had unlimited time, talent and money, how would we market the business differently? How can we get closer to this now?

What new type of marketing should we test?

Yes, this is very hard mental work, but everything worthwhile requires hard work. Remember what Benjamin Franklin said, “Most people would rather die than think, and they do."