Episode 077 | Conversation with Jordan Pinewww.PreneurMedia.tv
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way they kind of talk; but the principles, the structure of a direct-response piece isfundamentally the same.
Oh, yeah, I agree, and I don't think it has changed much in 100 years. When Istarted in the business, I started going back and
I've always been an avid reader;it comes with being a writer. Most writers like to read a lot as well, so I went backand I looked for pretty much every book that I could find on the topic.Some of these techniques and some of the fundamentals, they go back to ClaudeHopkins and guys that wrote at the turn of the last century
1920s, even beforethat, with regard to print and outdoor advertising, and the techniques they wereusing. So I read all of those books and it was remarkable to me how much thefundamentals have stayed the same.Just obviously, the involvingmedia has changed, but thefundamentals of how tostructure a pitch, how to dowhat this guy Kennedy called'salesmanship.' At the time,salesmanship in print; buttoday, salesmanship online or salesmanship in a televisioncommercial, how thosefundamentals haven't reallychanged.
I think you're absolutely right.So many people, when internetcame along, started thinking,
It's a whole new world out
there,” and kind of threw out a
lot of common-sense businessand marketing practices, whereit's just a different medium, justas you alluded to. How did youfall into direct-response? Howdid that come about?
I thought about four differentcareers. I started out, straight out of high school, I went into the military. I was asoldier, I served four years in the U.S. Army and then four years in the reserves,what we call the National Guard. I used the GI Bill and a program through theNational Guard to go to college, Rutgers University in New Jersey.I think a lot of guys coming out of the military probably fancy themselves, thatthey're going to be hostage rescue or work for the FBI or something. So while I wasinitially in college, I started working for a private investigation firm that was run bythree former FBI agents. After I learned what that's all about, I realized that thattotally wasn't the career path for me.Because most of what we did was sit on people's houses and do surveillance
which is boring. My favorite was called the 'trash audit' where you can takesomeone's trash because trash put to the curb is 'in the public,' so you're allowed totake it. We take bags of trash back to the office and sort through it looking for incriminating documents. It wasn't glamorous work at all.
So it's actually a lot like it is in the movies?
Yeah, exactly. I was a criminal justice major for like half a semester, and then Irealized that that probably wasn't going to be the career path for me.
I said, “I'm awriter, I've always liked to write,” so I tried journalism. That really stuck. I basically