Many years ago I paid a guy named Jay Abraham $15,000 to spend three days with him learning his secrets to direct marketing success.

It was by far the best investment I ever made in my marketing education. Since that time, I have generated and earned several million dollars as a direct result of what I learned.

If I were to make a list of valuable insights it would include things like,

• How to write headlines
• How to write openings
• How to make your copy compelling and not boring
• How to structure the offer
• How to reverse the risk
• How little my audience cares about me
• And, how they only care about 'what's in it for them!'

But one of the more obscure yet valuable things I learned was that...

The Graphic Artist is the Enemy!

Here's why.

Your motivation and their motivation are in opposition to each other.

Think about it. YOU want conversions that lead to revenue that leads to profit.

They (usually) want acknowledgement for their creativity, ingenuity, beauty, and brilliance.

Those goals are very different and they rarely converge.

And, the cold hard fact of the matter is that consumers don't care that much about your fancy web design when they're making a money-spending decision that involves getting what they want.

So, let's stop and think about that for a minute.

1. YOU want to make a profit by selling your product or service.
2. Your customer wants to solve a problem by purchasing your service or product
3. The graphic artist (GA) wants to hear how wonderful their art is — and possibly even win some kind of award for their brillia...