The world of copywriting can seem daunting, but who better to guide you through than someone who’s been there and done that throughout a long career in the business. Russ Reynolds is a Fractional CMO and a longtime copywriter who now runs several successful companies. Russ tells all on the do’s and don'ts of both being a copywriter and hiring copywriters for your business. Russ also discusses some of the finer points of digital marketing best practices and better ways to approach finding and targeting customers more effectively.   Takeaways It’s good to be upfront with the price in your advertising if the price is seen as a benefit. This keeps the amount of “tire-kickers” down and helps save money when using CPC advertising The focus when creating a customer list should not be the size of the list, but rather the quality of the customers. Russ and Casey discuss the benefits of using a paid funnel instead of a free funnel or scrubbing a database to create an effective customer list. Within the financial world, the advent of apps like Robinhood have created a lot of interest for people who are new to investing. For those trying to reach people interested in finance, there is a greater chance to reach many of these people and veterans of finance by casting a wide net. Decentralized finance (DeFi) and crypto currencies are helping more people become a part of the global online economy. This is also leading to greater economic freedom for many.  There is a lack of people trying to make products that actually help people and there is an overabundance of copy that serves as hype and nothing more, providing no added value to the customer and not helping the brand in any real way.  For marketers to grow their authority in the company, they must be able to delegate tasks or be forever relegated to those tasks. One great way to do this is to hire a “Marketing Technician” who can serve as a jack-of-all-trades and who you can delegate tasks to.  To become a great CMO, you must have experience leading people and should be comfortable taking ownership of projects and their results. Links Twitter: https://twitter.com/RussellReynolds LinkedIn: linkedin.com/in/russwreynolds