Friend and Subscriber,
We live in a
It reminds me of a guy who, years ago, did a lot of public
speaking. He had a neat gimmick for getting peopleís
attention. He had a huge glass jar on stage with him.
Heíd tell the audience he was going to fill up the jar.
Then he did. With rocks. Rocks about half the size, I
think, of a womanís fist. Then, heíd tell the audience
the jar was full and could they see that? When people in
the audience said yes, they could see that he would say
ďHold on a minute. The jar isnít
Then, he would dump gravel into the jar
which would settle in the spaces between the rocks. He
would say that now the jar was full. When the audience
agreed heíd say ďNo, the jar is
not full yet.Ē
Then, heíd put sand in the jar. The sand
would settle in spaces between the gravel and the rocks.
Heíd get the audience to agree the jar was full and then,
heíd tell them otherwise.
Then, heíd put water
in the jar and allow as how, at last, the jar was indeed
guessing, some hot shot would say the jar was not full.
And then heíd insert a hose into the water and pump oxygen
into it until the water was saturated with oxygen and only
then would he say the jar was full.
But wait! Along
comes another guy who shoots sub-atomic particles into the
jar and saturates it with sub-atomic debris and then say
how the jar is full.
And along comes a guy
with an x-ray machine... to hell with it. I got lost way
back there when the guy poured water into the jar.
But hey, you wanna
see some jam-packing going on in your everyday life? You
do? I canít imagine why. But you can see all of this
hysterical jam-packing just by turning on your TV. Watch
any show and wait tíil the commercials come on. You wonít
have to wait long. First, there will be about a dozen of
them one right after the other. No fading to black for a
second between commercials- weíre watching one commercial
when weíre hit with another with no time to catch our
breath. Then wham! Another... and another and another,
And the commercial
itself will be superheated and give you no time whatsoever
to absorb one image until thereís another. I think the
average 10 second commercial bombards you with about 50 to
60 images. One cut after another. 1/100 of a second
image then cut! Ĺ second image cut... 1/3 of a second
image cut! Then image cut! Image cut, image cut!...
Cut!... Cut!... Cut!...
The sales message? It doesnít survive all those cuts.
Your mind will be chopped up with all those cuts and, if
someone asks you what you just watched youíll sit there
numb and mutter,
ďI donít know really. I think it was something about a
Iíd like to see a car commercial where the only image you
saw was that of a new car. It would stay on screen for
the full 10 seconds and there would be a voiceover from a
celebrity spokesperson that said, ďThis is the new
Sharpmobile. Itís really a great car. You should buy
one.Ē And this commercial would give maybe a full 6
seconds of relief from the continuing blitz.
6 seconds! Wow! A
whole 6 seconds of calm.
Come to think of it,
you know what I didnít write so far when I described that
blitz of commercials? I didnít write about the sound
tracks that accompany all of those commercials. Itís
extremely loud, harsh and grating, violent drums, staccato
rythmns, screeching horns, explosions. Yes, your ears
have to be tormented along with your visual cortex.
Now letís talk about
the average Americansí jam-packed life. He gets up, turns
the radio on so he can hear it while he showers. After
the shower, he fires up his trusty I-Pod, puts on a pair
of headphones and listens to hip-hop or some kind of heavy
metal music. Then, itís off to his computer to check his
e-mails. While the computer plays music through itís
little speakers, then he gets in his car and turns the key
to start the car and immediately the car radio is
blaring. He arrives at work, turns off the car and turns
on the I-Pod so there will be no dead air as he walks
across the parking lot from his car to his office. He
walks in the office and is immediately given a list of
phone calls that are waiting for him. As he walks a short
distance to his desk, he can hear seven different radios
with seven different stations. And then he sits down
and... never mind. You can guess what the rest of his day
will be like.
Where I live, there
are the sounds of twenty-four hour a day construction work
as they endeavor to surround my building with other new
buildings. The cacophony never stops. I was reminded of
all of this as I listened to the CD recordings of my Root
Canal Seminar in Los Angeles. Most of the seminar was
taken up by people asking me questions. They literally
sucked me dry. I am not sure I know anything about
marketing that I didnít reveal at that seminar. And I
revealed a lot of information and inside secrets that I
didnít know I knew. It was only through the act of
teaching to a lot of information starved attendees that I
was able to dredge up secrets and techniques I had
forgotten. It was jam-packing in reverse. Now it was me
who bombarded the attendees with information, marketing
secrets, sophisticated techniques of marketing I had long
forgotten. There is a moral here. A lesson. And that
lesson is if you really want to learn something, you need
to teach it. It is the act of teaching that allows your
knowledge of a subject to fully blossom. Your knowledge
of a subject will become better organized and you will
discover you know a lot more than you thought you knew.
So thatís the lesson of this newsletter. If you want to
more fully understand something, teach what you already
know to one or more people, I can sum up this lesson in
And listen: I havenít
written the detailed sales message that the recordings of
my Root Canal Seminar deserves. In truth, there is so
much information on those CD recordings I almost donít
know where to start. Perhaps Iíll get around to that
sometime in the future. But please take my word for it.
If you want to hear me at my best, while I am being
sucked-dry of every marketing secret I know, you need to
get these CDís. Iím gonna turn it over to Liliana now,
who will tell you how to order them.