As we continue our recording studio makeover at Ray Edwards, International, I've been going through some past episodes, looking for those that stood out…episodes worth a second listen.

The one I found for this week seemed oddly prophetic. It was released about a year before the pandemic began and actually seems even more appropriate in 2021.

Don't take my word for it…listen, and hear for yourself.

While thinking about this idea of the “ideal business”, I ran across an article by John Forde at AWAI. I will link to the article in the show notes. (https://www.awai.com/2009/05/is-copywriting-the-worlds-best-business/)

Forde argued in that article that he has a set of objective criteria for what makes “The Ideal Business” … and these reasons actually go back to an article written in the 1970's by financial guru Richard Russell.

Russell was the writer and publisher of “The Dow Theory Letters”, starting in 1958. Russell died in 2015. But as of the date of his passing, the Dow Theory Letters was the longest-running service continuously written by one person in the business.

So no, he wasn’t writing about copywriting as we know it. And yet – he was a master of the craft.

Anyway, with credit to John Forde and Richard Russell, here are the essential qualities of “the ideal business” for anyone to start.

1. “Sells the World.”
2. Enjoys Inelastic Demand”
3. “Cannot Be Easily Copied”
4. “Has Low Labor and Overhead Costs”
5. “Takes in Cash Billings”
6. “Is Free of All Kinds of Regulation”
7. “Is Portable”
8. “Satisfies Intellectual Needs”
9. “Leaves You With Free Time”
10. “Is Not Limited By Personal Output”

I have two more “reasons why” to add to the list… (these are my own additions.)

11. “Easily Profits Whether Markets Are Up or Down”.
12. “Is a Minimalist Business”.

This episode of the Ray Edwards Show is made possible in part by The All-New Ray Edwards Enhanced Certified Direct Response Copywriter Program, where I help anyone who wants to make big money from their writing without getting a publisher or having a bestseller, and even if nobody knows who you are. Get my proven methods, systems, and even my endorsement – go to RayEdwards.com/CDRC2021

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