South of Jewfish Creek
Dear Friend & Subscriber,
Back to basics.
Because of my GHA network, I now do quite a lot of
speaking before "civilians" or, as they are sometimes known, "the
general public." During these talks, it's important for me to remember
these people are not "tuned-in" (as you are) to the world of
direct response, measured-results marketing. Therefore, I must be very careful
to give them a grounding in the "basics" before I attempt to teach
them how to multiply their money-making efforts.
And you know what? All this reminds me how I
sometimes forget or overlook the basics. Probably, at one time or another, you
do too. So... what I'm going to do here is take a page or two to remind both of us what it is we must understand before we can sally forth
and carve out our fortunes. Here then, are the initial points I try to make
every time I address a group of "non-tuned-in" civilians:
ALL MONEY IS MADE BY SOMEBODY SELLING
model sells her beauty. A factory worker sells his time and his minimum skills.
A test pilot sells his courage and expertise. Even a ditch digger is selling
something: His labor. The point is... you don't have a choice about whether or
not you want to be a salesperson, you already
are one. Maybe, you're not what is generally regarded as a pure
salesman (i.e., someone who sells encyclopedias door-to-door or cars at an auto
dealership) but, you absolutely do make your living by selling something.
Again... all money is made by somebody selling something to somebody
And... since this is true...
THE MOST IMPORTANT DECISION YOU WILL EVER MAKE AS FAR AS YOUR CAREER IS
CONCERNED IS... WHAT IT IS THAT YOU ARE GOING TO SELL!
Nearly everybody gets this part wrong. People go
into real estate because they hear that's where the money is. Or they go into
computers for the same reason. In the move "The Graduate," someone
whispered the word "plastics" in Dustin Hoffman's ear because, they
believed "that's where the money is." This kind of thinking is
dangerously wrong. This is far too important a decision to be made by analysis.
You should never go into something merely because you heard "that's where
the money is." No... the only correct way to deal with this decision is...
3. SELL SOMETHING YOU LOVE!
Money should be a "by-product" of
enthusiasm. If you get into something just for
money, there's a good chance you won't make any. And even if you do, so
what? So what if you make a million bucks a week if you hate getting out of bed,
hate your work, feel indifferent to your product or service and, in general, you
are unmotivated, unalive and... bored?
Look, life is difficult. And business life is
doubly difficult. On your road to success, you're going to be dogged by envy,
scoffed at for daring to be a dreamer, trivialized by those with less courage,
pestered by bureaucrats, etc. In fact, in today's America, I defy you to get out
of bed, use the bathroom, get dressed, eat breakfast and go start your car
without running afoul of at least a half dozen laws and regulations.
By the way, I've just discovered a brand new way to
break the law. I've recently been informed by the THE FLORIDA DEPARTMENT OF
EDUCATION it is illegal for any business in Florida to use the word
"college" or "university" in the name of their company.
Therefore, it is against the law for us to call ourselves the "Key West
College of Millionaires."
Ain't that something? I wonder if a group of
politicians could get away with forming an organization called "The College
of Incredibly Stupid Lawmakers"?
Forgive me, I digress. The point I'm trying to make
is, business life is incredibly difficult even under the best of circumstances
and when you add this to toiling at something you find boring... you've got a
combination that almost guarantees burn out.
You Need To Be "Turned-On"
To Carry On!
Something that goes along with this idea is you
should be selling something you respect. Experts all over the U.S. are
always telling people they should improve their image. Not me. What I teach is
you should improve your SUBSTANCE!
Sell the best
product. Give the best service. Go the extra mile. The extra 10 miles.
The extra thousand miles. It pays off and... in more ways than money.
You should have a good image but only
because... that image is an accurate reflection of your outstanding substance.
OK, if selling is the source of all money, then...
SALESMANSHIP MULTIPLIED IS THE SOURCE OF ALL BIG
You can make good money selling. But, there's a
limit. There are only so many hours in a day and, if you limit yourself to
one-on-one selling, you'll never really hit the jackpot. To make truly serious
money, you've got to use RCS ("Remote Control Selling") so you can get
your sales message before huge numbers of people all at the same time.
I look at my sales message as my
"payload" and I look at direct mail, TV shows, newspapers and magazine
ads, etc. as the "vehicles" I use to deliver that payload.
Anyway, after I have explained the foregoing
concepts to my neophyte audiences, I then go on to ground them in the basics of
how to properly use the different "vehicles" that can be used to
"deliver" a high-powered sales pitch. I also go into (a little) about
how to create a "sales-pitch-in-print" by capturing their enthusiasm
on audiotape and then having it transcribed.
However, one thing I seldom talk about is how to
find a product if you don't already have one. And you know, it's surprising to
me how many people need help in this area. I've always taken the position that
selling is the hard part to get right and there are so
many products available it should be easy for anyone to get an item.
But, of course, nothing is easy if you don't know
how to do it so... the rest of this letter will be devoted to how to find
something to sell if you don't have something already.
And all I can hope is the majority of you who
already are set in this area will maybe find an idea here you can add to (or use
to enhance) your existing product line. So... cut me a little slack here, will
OK, the first thing I need to restate here is, if
you don't already have a product, you should seriously (and I mean seriously)
consider "manufacturing" one out of paper and ink. I've written
step-by-step instructions on how to go about doing this in the 12/5/87 issue of
this newsletter which is also reproduced in SECTION #2 of my book, How
To Make Maximum Money In Minimum Time.
So, step one, if you haven't done it already, is to
read that 12/5/87 issue.
Now, here are some other ideas to help you find a
product or service:
Read The Articles In Your Local Newspaper
Look for articles about inventors who've come up
with new gizmos and entrepreneurs who are offering new services. Most of these
people, after their initial enthusiasm has cooled, will find themselves with
inventory they can't get rid of. That's because they don't understand MARKETING
like you do. Sometimes, what you can do in these situations is, you can
pick up the exclusive rights to sell these products or services without
laying out a dime.
Always remember this: There are far more products
and services that need your marketing expertise than there are people like you
(there are very few people who really understand marketing) who are
looking for something to sell. Because of this, there's absolutely no need for
you to endure a manufacturer, an inventor, an importer or anyone else who has an
"attitude" about how "lucky" you should feel to be given the
privilege of selling tons of his product. Always remember...
Is Marketing Expertise That
In Short Supply, Not Widgets!
issue is about finding the widgets so, let's get on with it.
Read Your Local Newspaper Classifieds!
Check out "legal notices,"
"fictitious names," "announcements,"
"entertainment," "personals," "business services,"
"professional services," "auctions," "articles for
sale," "musical instruments," and... and... aw nuts, just read
the entire classified section for a few days
and you'll unearth an incredible amount of marketable goods and services.
Read The Yellow Page Ads!
Read them from "A" to "Z".
You'll get ideas, leads, "aha" experiences and... an incredible
education. I bet 99.9% of all Americans have never even skimmed the entire
yellow page section of their local phone book and... when you do it... I
bet it sets your brain ablaze.
Lotsa stuff in there you'll have never
Read Trade Magazines!
Your local library will probably have the "SRDS"
(Standard Rate & Data Services) book and several other directories that
list trade magazines. Study the ones that interest you and you'll find a
plethora of new products just begging for someone to give them a
IMPORTANT NOTE: During all of this research, keep
in mind how much better off you'll be if you have a product that is proprietary.
Also, keep in mind, many times you can give a "twist" to an existing
product and thereby create an entirely new product that will be
Visit Trade Shows!
Call the Chamber of Commerce in Chicago, New York,
Los Angeles, Las Vegas, San Francisco, Denver, etc. and get their lists of what
trade shows those cities will be hosting. Then, pick out the ones that interest
you and attend them. Don't worry if they are technically
"closed-to-the-public." Spend some "chump change" on a
suitable DBA, some letterheads and business cards and I'm confident you'll gain
entry wherever you please.
Check Out Foreign Publications!
Look under "Consulates & Other Foreign
Government Representatives" and you'll find listings like "COLUMBIAN
GOVERNMENT TRADE BUREAU-PROEXPO" (hmn, wonder what kinda stuff they've
got for expert to the U.S.?) and phone number after phone number of people who
will be happy to tell you about publications like Made
in Europe, Made in Spain, The Hong Kong Enterprise, etc.
Read The Wall
Especially the classifieds. You'll find all kinds
of neat stuff that could be a cinch for you to market.
Haunt Your Local Bookstores!
If I didn't have something to sell already, this
would be the very first place I'd start looking. I'd keep my eyes open for hot
selling non-fiction books I could condense into fast reading reports and market
(probably via direct mail) to the millions of people who are hungry for this
kind of "how to" info.
Subscribe To Towers
Club, USA Newsletter!
Published by my friend, Jerry Buchanan, it's the
best all-'round source I've ever found for highly saleable "paper and
ink" products and product ideas. Tell Jerry I sent ya. His number is (206)
Visit Your Local K-Mart!
I'm not kidding. Just because something is sold in
stores doesn't mean it can't be sold via direct marketing. There are plenty of
"crossover" items you can "twist," "enhance,"
"combine," or simply sell as they are through various combinations of
direct response media.
Be On The Lookout For "Problems"!
No problem finding problems, is there? The media
makes us aware of them with distressing regularity. But maybe you should start
looking at them as OPPORTUNITIES! Long lines because of automobile smog
inspections? Hmn, maybe we can sell a solution to that hassle?
Senior citizens getting ripped off by Social
Security? Hmn, maybe we could sell a book on How
To Collect Social Security At Any Age? Ah forget it, that wouldn't work.
People tired of just being a digit in somebody's
computer? Maybe we could sell them a brief history of their surname and show
them what the first family crest ever recorded with that surname looks like?
Oh forget it; another stupid idea.
OK, lemme think. I wonder if anybody'd like to have
a key chain with the license number of their car on it?
Nope. Nope. That's been tried by some charity years
ago. Wouldn't work again. Nope, forget it.
Let's see, how about dog tags for... dogs?
Customized by breed with the owner's name and phone number? Nah, people in
America don't care that much about their pets. It'd never work.
Hey, I hear there's lots of lonely guys out there.
I wonder? How about a report customized for each city like "How And
Where To Pick Up Girls In L.A."?
Another stupid idea.
I hear some churches are trying to raise money.
Probably just a rumor. But, if it were true... maybe the pastor would let
us make an endorsed mailing to his congregation offering rare pages from
one of the few remaining Gutenberg Bibles.
Sounds weak. Don't bother.
Ah shoot boys and girls, we're having trouble here,
aren't we? Maybe we should just... maybe?... we uh... hey...
Let's Advertise For
Something To Sell!
Want your brain to catch on fire? If so, run the
following ad in the Wall Street Journal and the business section of your local
For Hot Products To
you got a hot product or service? If so, call me. I've got money,
brains, marketing know-how and national and international connections
and I'm itching for something new and hot I can sell like crazy.
Still stuck? Hmn? How'd you like to promote me?
For enough loot (and we can split) I'll talk before almost any group.
Especially if it helps me promote my GHA network.
Gary C. Halbert
A "Hot Product"
All By Himself
DELAY... SIGNING... UP...!
P.S. If you want to come to my June seminar in California... DO... NOT...
Copyright © 2003 Gary C. Halbert. All Rights