When my wife released her controversial report, Internet Marketing Sins, we received mixed reactions. As expected, of course.

Some people thought it was about time someone spoke out on these underhanded tactics and stupid marketing tricks. Others praised Sylvie’s efforts and gushed her with appreciation.

Others, on the other hand, didn’t feel as… appreciative.

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In a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.”

Gap Analysis is an immensely powerful selling technique. It’s also an important feature of copywriting. In fact, most people will know a variation of it, which is often called “Problem-Agitate-Solve,” a term coined by top copywriter Dan Kennedy.

I prefer “Gap Analysis” because it drives home the relationship between those three elements. So what is Gap Analysis and how can you apply it to your sales copy?

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Michel Fortin: No, I think if you want to look at optimism in the best way is to look at it as an educational process. Learning is part of it… sitting down with people, talking with them, spending time with them, reading books, spending your time on learning as much as you possibly can.

You will be able to go down the right road. Fast or slow doesn’t matter and that’s not optimism. That’s just being. That’s just following your conscience. That’s just being a realist. It’s not being a pessimist. It’s not being optimist. It’s probably an optimal point of looking at it, an optimal point or way to look at things, but it’s not necessarily optimistic.

Ralph Zuranski: Do you think it takes courage to pursue new ideas?

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