North of Jewfish Creek
Thursday, 3:42 p.m.
Dear Friend & Subscriber,
This letter is following close on the heels
of my last newsletter.
That's because I want to write you while the
concept of "Engineered Paradigm Changes" is fresh in your mind.
Once again, a "paradigm change" is an entire
shift in the way you think about something. A simple example would be you being
irritated with someone because he is not paying attention to some important
instructions you are giving him. He seems indifferent to what you are saying
and, in fact, even though he is just a few feet from you, it's like he doesn't
even hear you.
So, you move closer to him, invade his space
and start to give him hell. Then, about 30-seconds into your rant, you notice
he's holding a cell phone in his hand and staring at it with eyes as empty as a
"What's with you?" you ask loudly and
His eyes snap back into focus and he replies,
"Oh boss, I'm sorry. I just got a call from my Dad and he told me my Mother
was just killed in a car crash. I'm sorry. I'm really sorry. I guess I've been
sort of out of it for the last few minutes."
Your attitude immediately
changes. Your anger instantly evaporates. Your "posture" is now replaced
with tenderness. You express concern and compassion and ask if there's
anything... anything whatsoever... you can do to help.
What you just experienced is a "paradigm
change". What the rest of this letter is about is "engineered" paradigm
changes. "Engineered" paradigm changes which can add huge amounts of bottom-line
profits to your marketing efforts.
Let's start with something simple like the
"Law of Reciprocity". The way it works is, if someone does something nice for
you, you feel obligated to do something nice in return for them.
I'm sure you've received numerous mailings
from charity organizations which included, as a free gift for you, a packet of
personalized address labels. Those little ones with your name and address
already printed on them. You know, the return address labels you put on the
upper left corner of an envelope when you are mailing a letter to someone.
Those labels don't legally obligate you in
any way whatsoever to make a donation to the charity that sent them to you.
However, those little labels do emotionally obligate you. And, you know
Including Those "Free"
In Their Direct Mail
If the letter was written deftly, it produced
a rather small (but profitable) "engineered" paradigm change in your feelings
toward the charity that sent you those "free" labels.
Now, let's move to a "killer" example of an
"engineered" paradigm change.
Let's say a guy has a business washing,
waxing and detailing high-end automobiles and SUV's. You found him in the phone
book and, since he wasn't too far away, you took your vehicle to his company to
have it all spiffed up. The company does a good job, your vehicle looks great,
you pay them, take your spiffed-up vehicle and, go off on your merry way.
And, that's it.
Except... it isn't.
Because... a few days later, you get a letter
from the guy with the car-spiffing business. He tells you that the other day,
the day you brought your car in to be detailed, one of his workers found $2.89
when he was cleaning the inside of your car. And the letter goes on to say that
worker turned the money over to him (the owner of the business). And, since the
owner didn't get to see you before you left with your vehicle, he felt it
necessary to return the money to you in with his letter. Also, he was sending
you three $1 bills instead of the exact $2.89... because... he didn't want to
send a bunch of coins in the mail. The owner closes his letter by thanking you
for your business and says he hopes he has the chance to serve you again.
What a nice thing for him to do! What an
honest man! I bet if you got another letter or a call from him about three weeks
later suggesting it might be time to get your car detailed again... I bet if
your car did need spiffing up again... you'd be inclined to take your car right
back to that same place. I bet you'd feel...
About Ten Times More
Inclined Than If You
NOT Received That
Returning Your Money!
Which, by the way, really was NOT your money.
It was simply a small "investment" on the part of the owner of the car cleaning
Remember when those pain-in-the-ass Hare
Krishnas used to infest all the big airports in the U.S.? And how they would
always hand you a flower as a "gift of peace" before hitting you up for a
donation? Very likely, what you did was, you gave them a couple bucks and, then
tossed the flower in the nearest trash receptacle.
Periodically, the Hare Krishnas would go
around to all the trash receptacles and retrieve the flowers everybody was
throwing away. Why? So they could pass them out again to other people.
Guess why they kept passing out those
flowers? The answer is easy...
It Increased Their
Let's explore something a little less
unsavory. My website is one of the most popular on the Internet. It is also, I
believe, one of the most profitable. It is, as a I reflect upon it, an example
of a somewhat unconscious engineered paradigm change. Here is the
honest-to-God real story of how my newsletters came to be posted on the
Internet for everyone to read 100% free.
As you may or may not know, I've been writing
my newsletters since September of 1986. (Oh Lord, it just struck me! Do you
realize I now have thousands of readers who weren't even BORN when I
started writing it?) Damn, it sucks the way that makes me feel.
To hell with it. Back to work: I was selling
my newsletter for $195.00 per year... and... I charged almost $3,000 for a
Lifetime subscription... and... more than half my subscribers were
Lifetime subscribers. So, why would I give up all that subscriber income and
make my letters available for free on the 'net?
Well, I stopped counting more than ten years
ago but, by that time, I had received more than 3,000 letters from people
telling me how reading my newsletters had turned their lives around. Mostly, the
turn around was financial. But, not all. A lot of those letters were about how I
had helped someone on a personal level. About how reading one or more of
my letters prevented a divorce, a suicide, a long-term depression, etc.
Some of the letters were hard for me to read.
Some of the phone calls I got made me feel uncomfortable and unreal. I'm going
to tell you about just one of them and, I swear, it's uncomfortable for me to
write. But, it will "set-you-up" perfectly for the point I want to make.
I was talking with a guy on the phone one day
and he tells me my monthly newsletter... is what he lives for! He said a
year ago, he had a lot of money, good health, a great wife and, a great life.
But, he said now he had lost it all. The wife and the money were gone... plus...
for some reason (I don't remember why)...
Both His Legs
Had Been Amputated!
He said he thought often about suicide...
but... it was my newsletter that kept him going.
Please believe me, I am NOT saying this to
brag. It embarrasses me. I guarantee you... if... you've put me up on a
pedestal... I am NOT who you think I am!
Thus, as it says on the opening page of my
"Well, hell... if what
I write helps people this much, it should be available to everyone... even if...
they can't afford to subscribe to my newsletter.
Therefore, I've put all my newsletters (with very sparse editing) right here on
this website... for... everyone in the world... to read...
And so, I started putting my newsletters up,
one right after the other. The website took off like wildfire. Remember how I
wrote a page or two ago I had received (until I stopped counting) at least
3,0000 rave letters? Well, now that my newsletter is read in something like 90
countries, I receive so many of those type letters (usually via e-mail)...
that... if I printed them all out, I could wallpaper the Empire State Building
But, I also get a lot of other letters.
Skeptical letters. Why was I really giving away my newsletters for free?
What was I really up to? Why was I really giving all this valuable
And then, I got other letters saying stuff
like, "Don't you have anything to sell?" "Don't you have anything I can buy?"
"Do you offer seminar tapes?" "What about tape transcripts? Services?
I came to learn that nothing creates more
skepticism than an honest man. This is so true that, sometimes during a business
deal, I pretend to be working an angle when I'm really not. In other
words, I actually lie about being honest and straightforward. It makes me more
understandable to people. More believable when I say something like, "Listen,
I don't want this to get out... but... I could get a cut on every ashtray that's
Ah, now he understands!
See, my website creates a paradigm change in
people. They first read it with skepticism. Then, when they find out they really
are getting great info 100% free, they start reading it with gratitude. Then,
when I do offer something for sale like a seminar, or my "Motherload
Collection", or "The Boron Letters", or what have you, my sales pitch is NOT met
with resistance or skepticism.
I didn't plan it this way. That's just how it
evolved. But, here's the thing:
If I Knew How It
Was Going To Play Out,
I Would Have Done It
And therein lies a profit-making opportunity
for many of you. Are you an expert at something? Do you have some special
knowledge which would be of value to others?
Why don't YOU publish a website? A FREE
website? Why don't you give people a lot of free info and ask for nothing in
return? Don't hold back either. Give them the real secrets. Then, after a
rather long period, hold a seminar, sell a book, or offer consulting, etc. In
other words... why don't you DELIBERATELY do what I sorta stumbled into doing
One of the biggest (and most valuable)
paradigm changes you can engineer is when you get a skeptical person (like a
person who thinks you are a con man)... instead discovers... you are for real
This newsletter is making me look like too
good of a guy. So, I've decided to end with something sleazy. Let's go full
circle back to where I was writing about my psycho cat.
Suppose you're dating a young lady and you
desperately want to seduce her. She's a vegetarian, a "tree hugger" and an
animal lover. Your relationship is going okay with her but, she hasn't exactly
"melted" yet. (By the way, men stiffen, women melt.) So anyway, you've
wisely never discussed your feelings about animals with her. But one day you
find yourself driving with her to a movie or dinner or something. You take a
short cut and you find yourself driving down a deserted street. You see a
straggly-looking cat. In fact, you see five of them.
You slow down the car to a stop and ask the
woman to excuse you for a just a few quick minutes. You get out of the car, open
the trunk and take out a half-empty (NEVER full) bag of cat food, a half-empty
jug of water, and some paper bowls you bought at WalMart for $1.97. You then
walk around to the front of the car where the cats are gathered. They back away
from you. But, no matter. You fill some bowls with cat food and a few other
bowls with water. You put the stuff back into the trunk and get back into the
car. You ask your date if you can wait a minute or two before you leave.
Naturally, she's going to ask why (she is a
female, after all) you did what you just did.
"Ah, I don't know," you reply. "I
guess I've just got a soft spot for animals. Look how they're wolfing down that
food. I bet those poor guys haven't eaten for days. I just like to help them
whenever I can. The way I look at it, those are animals with souls the
world has abandoned. Oh well, enough of that. We can go to the movies now."
And you drive off... and... THIS IS
IMPORTANT: You change the subject. You talk about the movie you're going to see
or the restaurant where you are going to eat or something like that.
But, she won't be listening to what you are
saying. You know why? Because she will be sitting there melting...
thinking what a great guy... what a WONDERFUL guy... you are. So kind to
animals. So thoughtful (you even carry food for stray cats in your trunk.) She
won't know it consciously... but... if she ever had even the remotest thought of
ever sleeping with you...
She Will Now Be 10 Or
MORE Likely To Sleep
All because you spent a little chump change
to buy a bag or two of cat food! Damn! That's such a deliciously sleazy trick
you can use to get laid...
It Makes My Heart Sing!
Gary C. Halbert
how this newsletter is about "engineered" paradigm change? As you read the
"poor-stray-cats" story, you got the point you "engineered" that setting,
didn't you? You already knew those cats would be in that deserted street...
because... you had previously scouted out that area. Get it in your heads,
"Engineered" Paradigm Change! "Engineered" Paradigm Change! "Engineered"
Paradigm Change! It's so easy to make happen.
P.S.#2 In keeping
with the spirit of this letter, I've got something you need to buy. Don't worry.
It doesn't cost much... and... after you read about it, you are definitely going
to want it. Just click on the link below to read all about it...
Copyright © Gary C. Halbert. All Rights