Before I go full tilt in the direct mail and a couple other things, I want to go

into something
else about buying things cheap. Printing. A way to buy printing cheap is check the
ads in the
Wall Street Journal and in the Sunday business section of the LA Times. You'll see
ads there for
printers who are national. And you should get quotes from those printers. And if
you don't
use them, then remind your local printers of the kind of quotes you can get. Don't
expect them to
be able to match them. That may not be fair. But the trick of paying low prices for
something
is to know what you should pay. Another two names in addresses or two names I think
should know.
You know, in one day you can't become an expert in all phases of advertising or
almost anything
else. You're going to know a lot when you walk out of here. You're going to know
more than anybody
you can get from an ad agency to help you as a general rule. But if you learn
nothing else,
if you learn what you need to be done, what points you want someone to make, you
may want
someone to help you with the preparation of that ad. And I want to recommend some
people,
first person I want to recommend is Blague Thomas. He's here. And he's the
president of the Burton
Mint. He's an excellent copywriter. I've worked with him for a long time, many
years. We're good
friends. He was the general manager of the Tova Corporation. And he does
advertising for other
than his own company for two reasons. One is money and the second is to keep
himself sharp.
And so if you need help, I'd recommend him very highly. Also, I would recommend
John Finn. He's
yes, 820-1027.
Wait a minute. What's the new number, Blake?
477-8840.
213. The next person I'd like to recommend is John Finn, F-I-N-N, in the 213 area
code.
Is it 273, John? 373-0743. Now, John is not a copywriter himself, but he's a
copywriter
junkie. And he represents a variety of very, very talented copywriters. And I will
tell you this,
if you are in any way want to talk to the business community, if you are selling
financial
investments or real estate or accounting services, if you're a CPA, you might want
to talk to John
because the writers he represents are especially skilled in that area. All right.
Now, I want
to tell you the difference. I want to illustrate very dramatically to you the
difference in what
you can buy something for if you know how to do it. I'm going to read a letter.
There was a woman
who went to work for me many years ago back in Ohio, and her name was Nancy Jones.
And we hired her
as a secretary, and she began buying media for us. And I taught her a little bit,
and pretty soon
she completely eclipsed what I knew. And now I work with her in the buying of
media. And she sends
a letter to all of the newspapers, and it goes something like this. Dear
advertising director,
over the past several years, our client so-and-so has repeatedly expressed an
interest in having his
advertisements published in the so-and-so newspaper. Our agency has compared your
open rate with that
of newspapers where the advertisement has already been published, and have found it
necessary to
advise the client against including your newspaper in his advertising schedules.
This decision was
based mainly on the fact that the client's advertisement has been profitable only
in those
newspapers where a standby or remnant rate has been offered. Write down those
words,
standby and remnant. As you know, standby simply means that a newspaper agrees to
publish an
advertisement whenever or wherever space becomes available, and offers to reduce
the open line
rate to the advertiser for standing by. Space may become available due to last-
minute cancellations
of scheduled advertisements, or because of production difficulties. Whatever the
reason,
the newspaper will generally insert a house ad to fill the hole in the newspaper,
like Smoky the Bear
or something. More often than not, the newspaper receives no revenue for the use of
this space.
Stand-by advertising has become advantageous for both the newspaper and the
advertiser. The
newspaper has the opportunity to make money on space it might otherwise have to
give away.
The advertiser is able to use a publication it could not use at the open rate. More
and more
newspapers are becoming involved in standby advertising. Enclosed is a current list
of
newspapers offering a standby program and the discounts they allow. We are aware
that such and
such newspaper has not offered a standby rate in the past, but we would like very
much for you to
consider this possibility now. We are enclosing an assertion order for a full page
production
for a full page of production material and a check for the new amount of the order.
The net amount has been computed at the open rate discounted by 50% for standby,
normal for the industry, and 15% for the standard agency discount. If you accept
our offer,
simply hold the material until space becomes available. If and when this
opportunity presents
itself, run the ad, cash the check, and send us a territory. If you do not wish to
participate at
this time, simply return the check to the agency and destroy the mechanical. This
offer expires
and so on and so forth. Please feel free to call if you have any questions about
the offer or our
client. You can have a hand for Nancy Jones. That woman is the best newspaper buyer
in the United
States. Her phone number is my phone number. I will tell you about that in just a
minute.
I do not think you want to go into the business of buying newspaper space.
I know that you should concentrate on the business of selling. Nancy is in
Reddington
Beach, Florida. As a matter of fact, she and I, I have worked with her a lot over
the years,
and she has sent this letter to hundreds of newspapers all over the United States,
and I will tell you how many accept it. Do you know what the single most difficult
thing
in the world to do? Send back the money and 72% of them cash the check and the
others call.
They later think it over. Okay. Let me tell you what the difference is.
Acron, Ohio, open rate daily $6,363. What Nancy buys it for is $4,976.64. Fort
Lauderdale, Florida,
normally $10,678. We get it for $2,640. Greenwich, Stamford, Connecticut, normal
$3,902. We get it
for $1,230. Long Beach, California, $6,439. We get it for $3,219. These are full
pages.
Los Angeles Daily News, $7,038. We get it for $1,304. Los Angeles Herald, $13,933.
We get it
for $3,708. LA Times, $29,951. We get it for $15,000 in change. Miami Herald,
$21,694.
We get it for $14,067. San Jose, California, $7,572. We get it for $3,564. That's
just part of a very
long list of newspapers. Now, one of the ways that I work with Nancy, I don't want
as a general rule
to write advertising anymore. That's one of the reasons that I've decided to change
my focus
into teaching. I still do it. But one of the things that I think that you may know
is that
agencies normally charge 15% commission for you placing an ad. If you want to go
through Nancy
Jones and have me give you free critiques of your advertising for newspapers, you
will get this
discounted rate, which is usually 50% or less than the open rate, and only pay a
10% commission.
Another person, another thing that I want to tout before I go into the home stretch
here
is me. Many seminars that you go to are in fact nothing but sales pitches for
everything else.
I'm trying to give you here what you came for. As I stand before you and talk to
you and as later
as I ask questions, and in the seminar kit that you have, I do not have a perfect
memory.
So I took the time to go into a recording studio, and I've taped six tapes that are
in your package
there, and they cover most of the material that I'm giving you here, plus probably
some things I
have forgotten. In addition to that, to those tapes, there is a transcript of the
tapes in there.
The only thing that's on the tapes is not in the transcripts, you know, a few
little extraneous
remarks. I think it is good for important information for you to get it in every
way possible,
in person, visually, get it, you know, through audio cassettes and to read the
transcripts. So
don't panic if you think there's an important point left out. Now, as I said, I
don't have a lot of
stuff to sell, but I am going to try and sell you one thing before you leave, and
I'm not going to
push too hard for it, but I want to tell you that of all the money I have made in
my life, I make
probably one one hundredth of one percent of it by giving seminars and publishing a
newsletter,
etc. I'm not saying the money is not important to me, I'm just saying that I can
make a hell
of a lot more money just going out and writing advertising, but I do like sharing
what I know,
and I publish a newsletter called the Gary Haldrick Letter. That's a very tricky
name, I thought.
That newsletter goes out to Don Lee Marketing, it goes out to Simon and Schuster, I
think,
Paulette knows all of them, it goes out to Wang Laboratories, it goes to South
Africa, it goes to
the biggest advertising people in the world, Hewlett Packard and so forth. And I
daresay,
and if you want humility, you're in the wrong room, but I daresay it is the most
widely read and
talked about advertising newsletter that's ever been published, because I try, I
put my heart and
soul in it. It sells for $195 a year, and it comes with a money-back guarantee, and
there is a pitch
for it inside your seminar kit. If you will open it up, you'll see a letter there
that has a picture
on the front, and there's a yellow order form, and there's a hot flash
pinching, and it'll tell you all about it. Well, it's inside the tape kit,
and the tape kit. With the tapes, do you see it? Got it? Okay. Now, one thing I
want to say to you is
that I will be selling the tapes of this seminar. In fact, they're already sold,
people are waiting
for them. They sell for $295. Anybody who signs up for the newsletter can get the
tapes of this
seminar and the transcript absolutely free if you sign up today. Plus, you have
access to meet with
on a reasonable basis to answer any of your questions and critiquing your ads. If
you're
interested in that, just see Paulette on the break. That's about all I have to say
about the
newsletter. You don't need the newsletter to get everything that we talked about
you're getting
because that is in the seminar kit and stuff, but I think you should get it because
it's like an
insurance policy. It comes out once a month. For the continuation of this program,
please go to the
next cassette.