It’s the personality letters that really go. Keep bonding. You want to tell them personal stuff, snapshots of you and your family, and all kinds of stuff like that. Gary Halbert, Gary Halbert: XXX, p.230 Continue reading People sign up for what they think you can do for them. They renew because they like you.
A newsletter says, by implication, “I’ve got a lot of good shit you should know, and I’m going to parcel it out to you every month, in increments.” Now, if you’re real interested in whatever it is, that will be okay. But basically, what the market wants is they want the answer right now. They don’t want it parceled out. They want you to hand it to them – ergo a book or a report. Gary Halbert, Gary Halbert: XXX, p.211 Continue reading People rarely want a newsletter…
In your ads or videos, don’t show the process, show the end results. Gary Halbert, Gary Halbert: XXX, p.198 Continue reading There’s nothing that make people respond more than curiosity
He was a guy who’s an older guy, had a white beard. We were walking through we started talking, and we ended up having a cup of coffee. And the guy was relatively affluent. He drove away in his Rolls Royce. The second time I saw him, we got to talking and I said,”What do you do?” He said, “Well, I’m retired.” He said, “I used to be in the carpet cleaning business.” I said, “You were in a carpet cleaning business and you own a Rolls Royce?!” And he says, “Yeah.” “How the hell did you do that? I’m … Continue reading Believe it or not, I was at the Museum of Natural Art
I was in Bulgaria and I was shopping, and I went off the main drag, and this little store, it was hard to even tell it was open because the room was dimly lit. I went in there, and I was traveling with a girlfriend. Our relationship’s history now. But I remember she was always looking for ways to look younger. She was 45 years old, and we were talking to this woman in there. And she was astonishing. She was like a teenager. We got talking to her. We couldn’t believe she was 59. My girlfriend said,”How?” And she … Continue reading I was in Bulgaria and I was shopping…
This is the utopian thing that could happen for anybody who’s selling something. Let’s say that there is a reporter for the New York Times, the Los Angeles Times, the Wall Street Journal, your local newspaper. And for some reason, he comes out to your place to do a story. He asks you all kinds of questions about you, and he asks you all kinds of questions about your business. And then, he falls in love with you and he falls in love with your business, and he returns to the paper and he sits down at his word processor … Continue reading The best way to write is as if you were a fan reporter
If you have bad information that you trust, you end up making biased decisions… and that’s costly. Make sure your decisions are based on trusted information. Gary Halbert, Gary Halbert: XXX, p.176 Continue reading Nothing is more expensive than bad information
A lot of people are afraid to do that. Gary Halbert, Gary Halbert: XXX, p.138 Continue reading If somebody wants what you’re selling and you remove the fear out of it, you’ll make the sale
It’s kind of like if you gave the same parade every year for St. Patty’s Day. People get a little tired and they wouldn’t keep coming to get it. John Carlton, Gary Halbert: XXX, p.116 Continue reading Copy does get tired
John Carlton, Gary Halbert: XXX, p.112 Continue reading Advertising is a process, but most like to treat it as an event
Roadmap to Billions 