W-A-Y West of Jewfish Creek
Dear Friend & Subscriber,
Joe Cossman is one of my heroes.
He has been for a long time. Back in 1968, Joe wrote a
book called How I Made
$1,000,000 In Mail Order and that book is still very much
worth reading today. In fact, I just finished
re-reading it for the umpteenth time... and... as always, it
stimulated a storm of hot ideas!
Anyway, one of the stories Joe tells in that book is
about a guy who comes out with a new cat food and he pays a
lot of attention to his marketing strategy, his package design
and so forth. However, the venture still flops because he
neglected one critical element of market research. You see,
this cat food failed because...
The Cats Hated It!
I love cats. I've owned dozens over the years
(actually, somehow, they seem to end up owning me) and
I like to keep them happy. So anyway, some time ago, I
discovered my cats like a product called "Moist
Meals" better than dry cat food and I start buying it for
them. Everybody's happy. Me and the cats. But, not
being one to leave good enough alone, there I am bubbling
merrily along when, I see a TV commercial for a cat food
called "Fancy Feast" and, feeling adventurous, I get
some and I give it to my cats.
Big mistake. Wow! I don't know what they put in this
stuff. High-tech cat-nip? Kitty Kat Kocaine? Whatever it is,
my cats love this stuff. In fact, they are crazy for
it! Believe it or not, it turns them into animals! I'm
telling you: As soon as Paulette or I would walk downstairs to
the kitchen, the little monsters would start yeowing and
jumping up and down and pacing back and forth and they'd never
leave us alone until we'd crack open several cans of that
stuff and put it in their greedy little faces.
So, what's the marketing moral of this story? Simply
You Can't Multiply Zeros!
You know, I can teach you every trick and technique I
know and it won't make one iota of difference if you are
Everybody Can Refuse!
And what kind of offers can we make that people will
really and truly find interesting, enticing and desirable?
Enough so they'll actually send money? To a stranger?
Who lives 3,000 miles away?
Let's begin circling around this crucial core question
by tapping into the mind of Eugene M. Schwartz who is another
one my heroes. Here's what Gene writes in the very first
paragraph of the first chapter of his brilliant book called Break-Through
"Let's get right down to the heart of the matter.
The power, the force, the overwhelming urge to own that makes
advertising work, comes from
the market itself, and not from the copy. Copy cannot
create desire for a product. It can only take the hopes,
dreams, fears and desires that
already exist in the hearts of millions of people, and focus
those already existing desires onto a particular product.
This is the copywriter's task: Not to create this mass desire
- but to channel and direct it."
Bravo. Well said, Gene.
Now, I bet you think you're already all tuned in to the
almost universal mass desires of the American people, don't
you? Well, in a sense, you're probably right... you probably do
know what most people want. They want more money and less
work; they want to eat more and weigh less; they want instant
solutions, instant wisdom; they want eternal youth;
recognition of their peers; fitness without sweat; and, in
general, what most of us want in every troublesome area of our
However, it's not enough to know in a general way
people want more money. You've got to know what specific
money-making offers will be currently appealing.
Listen: Our core innermost desires (i.e., to lose weight)
never change till the problem is solved... but... the
weight-loss offers we will believe and buy do go in and out of
For example, amphetamines were once in vogue but we, as
a nation, won't buy those anymore. It's hard to sell us a
plain old diet plan these days too. That's because, we now
want (and many seem to offer) magic. We've lost our
belief in protein drinks but we can still (for the time being)
be sold subliminal tapes. And, if you talk to us just right,
you can convince us to buy something called a "diet
All this is very tricky. To get it right, you've
got to be able to recognize or create a viable timely
appeal which will satisfy one of our timeless desires.
Let's find out how good you are at this. Let's find out
right now. Maybe you'll be surprised. And, who knows, maybe
you'll surprise me. Whatever. Anyway, yet another of my
heroes is a man named Robert Allen who wrote Nothing Down, the #1 non-fiction financial best seller of all time.
Bob is not only one of my heroes, he's also a friend and a
client. Recently, Bob decided to test 50 related
but different appeals. These appeals are capsulized in the
titles of 50 different reports he has in the initial planning
stages. What he wanted to discover is which of those 50
conceptualized reports had the most appeal to his customers
and prospects. Now, as you read over the titles of these
proposed reports, you will notice that, having been highly
influenced by Sir Gary of Halbert, Bob Allen is now one of
those people who has started thinking
Hark unto me. You are about to take a test. And, if you
score higher than any of my other subscribers, you are going
to win a free 1-year extension to your subscription of this
newsletter. What I want you to do is read all 50 titles of Bob
Allen's proposed reports and try to pick out the top ten (the
ones his customers want most) and the bottom ten (the ones
they want least) and mail your picks to me.
Whether you win the contest or not, this will be a very
illuminating exercise for you. All of the titles are numbered
so, what I want you to do is: Write the word
"Winners" on a piece of paper and then write the
numbers of what you believe are the 10 most saleable reports.
Next write "Losers" and then the numbers of the 10
reports you believe have the least sales appeal.
Then, mail your picks to me and read next month's issue
to see if you've won. (I've got Bob's results; I already
know the answers.)
The Experts Earn At The Rate Of A Million Dollars A
Day And How You Can Realistically Reach That Level In
Three Years Or Less
TO PERSUADE ANYONE
TO YOUR SIDE IN
HOW TO INCREASE YOUR
INCOME BY 50%
QUITE POSSIBLY 300%)
THE SAFEST AND
Famous Expert On
Success Reveals 7 Of His
Most Effective And Powerful
Cutting Edge Techniques
The Golden Rule
Rarely Works In Today's
World And What
Do About It
TELLS YOU HOW
TO MAKE YOUR FIRST MILLION A
LOT QUICKER, EASIER AND
SAFER THAN HE DID IT
SEVEN MAJOR MISTAKES
YOU MUST AVOID
ON THE ROUTE TO
Simple Strategy You Can
Use To Produce Almost Obscene
Amounts Of Profit In Your
Real Estate Investments
Classified Ads You Can Run In Your Local Paper To Find
All The Highly Motivated Sellers You'll Ever Need
A SUREFIRE FIVE STEP
PROPERTY ANALYSIS FORM THAT
TAKES THE GUESSWORK OUT OF
YOUR REAL ESTATE INVESTMENTS
OBVIOUS MISTAKE THAT ALMOST
EVERYONE MAKES WHICH MAKES IT
ALMOST IMPOSSIBLE FOR THEM TO GAIN
CONTROL OF THEIR TIME AND LIFE
Risk Free Ways To
Increase Your Income
How To Gain An Extra Two
Hours Of Productivity Every
Day With The Discovery Of The
World's Most Powerful Time
THE TOP 6
WILL HELP YOU
OF THE LATEST
FOR REAL ESTATE
Finally Reveals How He Discovered
The Amazing Idea That Made Him
Fifty Million Dollars In The
Last Ten Years
||Astonishing New Technique Nets Young Woman A
Fold Increase In Her Monthly Income In Just 6 Months
WHY THE PROCRASTINATION
VITAL TO YOUR
LONG TERM SUCCESS!
CUT YOUR TIME TO
Invest Just Two Hours A Week
And I'll Show You How To
Double Your Income
In Just 12 Months
||How 27 People Just Like You
Doubled Their Income In
Just 90 Days And How You
INTERNATIONAL SUCCESS EXPERT
REVEALS THE SINGLE MOST IMPORTANT
TECHNIQUE YOU WILL EVER LEARN
ABOUT FINANCIAL SUCCESS
THE GENIUS OF A NEW MONEY
MAKING SYSTEM REDUCED TO
EASY, SIMPLE FORMULAS THAT
ANYONE CAN FOLLOW
The New Science Of
One Idea Can Change Your
Life Forever: A Collection Of
50 Of The Most Powerful Life
GET YOUR ACT
TOGETHER ONCE AND
MAKE MORE MONEY NEXT WEEK(REALLY!)
WITH FINANCIAL EXPERTS' LATEST
IDEAS GLEANED FROM THE
SCHOOL OF HARD KNOCKS
Motivate Yourself Even
When You Don't
Feel Like It
Multiply Your Income Almost
International Money Experts'
New Money Making System
THE AMAZING SECRET OF WHY
CERTAIN PEOPLE NATURALLY BECOME
SUCCESSFUL - AND HOW YOU CAN USE
THIS SAME SECRET TO ATTRACT
WHY 93% OF THE PEOPLE WHO
DESIRE FINANCIAL INDEPENDENCE
FAIL TO REACH
An Incredibly Fast, Simple
Technique Guaranteed To
Double Your Memory Power In
Thirty Minutes Or Less
The Amazing Mind/Body
Connection Or How To
LISTENING TO MOTIVATION TAPES IS
NOT ONLY A WASTE OF TIME BUT
CAN BE DANGEROUS TO YOUR
AMAZING MONEY SECRETS THAT
WILL HELP YOU
BUILD YOUR FINANCIAL HOUSE
UPON A ROCK
How To Give Yourself A
Raise: The Three Simple
Secrets To Working Less, Making
More And Being Happier
Turn "No Credit" Or
"Bad Credit" Into
90 Days Or Less
FLUSHING GOOD MONEY
DOWN THE DRAIN! 27 WAYS YOU
MAY HAVE NEVER THOUGHT ABOUT
TO SAVE HUNDREDS OF
DOLLARS A MONTH
TO TURN ON THE MONEY
FAUCETS THAT WILL FLOOD YOU
WITH MORE MONEY THAN YOU EVER
Three Safest Routes To
The Top Of The Money
Mountain And How To
Know Which Route Is
Right For You
Simple Steps To
Reducing Or Eliminating Your
Risk In An Increasingly
NATIONS TOP 3 MONEY EXPERTS
REVEAL THEIR THREE SAFEST AND
FASTEST TECHNIQUES FOR MAKING
TEN TIMES YOUR MONEY IN
LESS THAN 90 DAYS
ASTONISHING FAST BRAIN/MIND
TECHNIQUE YOU CAN USE TO
SUPERCHARGE YOUR THINKING,
EXPAND YOUR CREATIVITY AND
DRAMATICALLY INCREASE YOUR
Professor Shares His
Little Known Method For
Relationships Into Terrific
Relationships In As Short A
Time As 7 Days
How to Feel Good Every
Time Someone Rejects You
And To Turn That Rejection Into
The Power To Motivate You To
Be More Successful
10 TOP SALES PROFESSIONALS
DISCUSS THEIR MOST POWERFUL
SALES AND PERSUASION
TECHNIQUES AND SHOW YOU HOW
TO USE THEM
HOW TO USE THE AWESOME
POWER OF YOUR BRAIN
TO BRING YOU ANYTHING YOU
WANT IN LIFE
Power With People: A
Simple System Of Easy
Techniques To Dramatically
Improve Your Relationships With
Anyone In Your Life
How To Create A
Fool-Proof Cash Cow Business
From Your Own Home With
Almost No Start-Up Cost
HOW TO DISCOVER YOUR LIFE'S
PURPOSE... A SIMPLE THREE STEP
PROCESS THAT WILL HELP YOU
UNCOVER YOUR NATURAL ABILITY AND
MOVE MORE QUICKLY DOWN THE ROAD
TO MORE SUCCESS AND FULFILLMENT
IN ALL AREAS OF YOUR LIFE
Enough of that. We'll come back to this subject next
month. Meanwhile, back at the ranch, let's get back to writing
copy. OK? OK. Now, I want you to imagine something. I want you
to imagine what the best thing in the world would be, that
could happen to you from a sales point-of-view.
How about this? What if some hotshot reporter who works
for the L.A. Times,
the New York Times,
or some other big circulation magazine, happens to purchase
one or more of your products and/or services... and...
Falls In Love
What You Are
Whooee! He loves your goods so
much he races back to his typewriter and he writes a
full-page "rave review" about whatever it is you are
selling. Let's say it's a book about how to make money in real
What would our reporter do as he starts to write his
rave review? Well, maybe he'd start with a headline like this:
Book By San Diego
Reveals An Almost
Way To Make Money
Today's Real Estate Market!
Hmn? How'd ya like it so far? OK, what would our rave
review writer write next? Maybe something like... DATELINE SAN
And, after that, maybe his first sentence will be
you are interested in making money in real estate, there is a
new book you must read."
And what would our rave reviewer say next? Maybe
And what would he tell them next? He'd tell them... why.
He'd tell how the book clearly and succinctly explains
a new but proven technique that lets you buy
income-producing real estate with no money down even if your
credit is lousy... how this book reveals how you can always be
the very first vulture at the widow's doorstep... how this
book reveals an almost completely unknown and unique financing
method that lets you get 110% financing on the equity
of the property... how a new "radar technique" lets
you identify properties in distress in
advance of when they go into foreclosure... how this
reporter himself tested out the technique on page 93 and made
$17,531.19 just last Tuesday... how...
Hey, you've got the idea, don't you?
And what would our rave review writer after all this?
Simply this: What he would do as
a public service is, he would tell you where and how to
order this wonderful book.
There's just one problem. You see...
This Is Very
Sadly, there probably isn't a reporter who is going to
crawl out of the woodwork and write a "rave review"
of your product or service. So what should you do? Simply
You be that reporter; you write that rave
review. You publish (buy)
that full-page in the L.A.
Times or whatever.
And you make damn sure your "rave
review" looks like just that and not an ad. You
use relevant photos just like in a hot news story. And you
use an editorial type format...
Like The Rest
The News Stories
In the meantime, you get busy and mail your test into
Will Be Graded!
Gary C. Halbert
for a stamp? Call my electronic mailbox and leave your name
and your test answers on the machine. The number is...
||Remember... you've got a valuable prize at stake and
tardiness will not be tolerated!
My father just finished explaining that even though the core desires of prospects never change, what solutions they are willing to buy does change over time.
Keep that in mind if you are taking the headline challenge. These were written back in the 80s so factor this into your choices. I know I will because...
It's been a long time since I took this test and I'm about to take it again because it really hammers home the need for more testing and less assuming.
The only other thing I want to add to this letter is about editorial style ads.
There is an even better way to enhance this idea and put loads of instant credibility in your promotions.
Here is how it works.
Write a press release just as if you are a journalist who discovered and wants to brag about your great business.
Format and write your press release just like it came out of a newspaper only... prioritize what you say in the release like you would an ad or sales letter.
Mention your most enticing benefits first.
Add a sense of urgency and all the rest of it.
But, make sure you write it like a reporter would.
Now go run the release on PR Newsire or any news service. This will set you back like $60.
If a news outlet picks up the story great but...
What you really want to do is grab a screen shot of that press release after it has been published and use it in all your marketing.
In fact, Kevin and I recently created a video explaining the secrets behind the wild success of our father's record-breaking diet promotion in which he used this technique and boy did it work.
Back in those days it was only profitable to mail diet offers to lists of previous diet buyers but that ad was so powerful for so many reasons, they made a profit on any list with a large number of overweight people.
If you haven't seen our breakdown of that ad you should think about getting it because... we also use the ad as an example to explain tons of powerful techniques like this which will work in your industry or you get your money back..
You can find out more about what's indside this epic ad breakdown here:
All the best,
PS Keep this email or bookmark the webpage so you can compare results in the next issue.
Copyright © 2003 Gary C. Halbert. All Rights