You do not end a page with a period. You cannot end a page without them having to go to the top of the next page, to finish the sentence. Little tricks like that just keep it going. Sam Fishbine, Gary Halbert: XXX, p.15 Continue reading End a page with a split-sentence, always…
The basic mistake most people make is you don’t even say, “Save time.” Most ads just say,”You can do it very quickly,” or something. They don’t make the point. Make the point, and make it as many times as you need to make it. You may have 4 or 5 different bullet points in there, all saying essentially that you save time, but in maybe different ways. Don’t be afraid of saying the same thing. Most people need to be told things 3 times before it gets through to them. Like you tell them it’s free. You say, “By the … Continue reading Mention any major point at least 3 times in a letter
Rather than saying you’ll save time and leave it to them to imagine what saving time means to them, say, “So instead of spending an hour changing the oil in your car, you’ll spend 10 minutes. You can use the rest of that time to take your kids out to a movie. Or you can spend the time with your family or spend the time practicing your golf swing,” or something like that. Bring it home to them. Sam Fishbine, Gary Halbert: XXX, p.14 Continue reading Give them something that helps them flesh out the fantasy. People aren’t as visual as we think
That’s why I always try to make the person feel a little special. I always try to slip in, “You’re going to get a better deal than anyone else.” […] Most people feel like they don’t get enough respect in their lives. I think anybody listening to to this tape, you guys all have little tiny slights that happened to you in childhood or high school. Sam Fishbine, Gary Halbert: XXX, p.13 Continue reading We have a need to feel a little special, and respected
Often, they’re not the same at all. The classic one is the Corvette. A classic Corvette buyer will quote you all kinds of stats about the car, how it’s one of the original cars, the classic car, goes fast, has all of this engine power, has a lot of stuff. He’s well aware of its ability to turn heads and stuff. But he’s still filling a need inside. Nobody spends $90,000 on a car without fulfilling some deep inner need. Don’t scoff at those needs. Mark Twain, Sam Fishbine, Gary Halbert: XXX, p.13 Continue reading 2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason
Roadmap to Billions 