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has written this month's issue of my newsletter. What happened is, he was one of the attendees at my "Patches of Light" seminar in Orlando... who... got to experience firsthand the pure unadulterated "pleasure" of suffering through a hot seat conducted by me and John Carlton. After Mitch got home from the seminar, he wrote an email and sent it to some of his friends, one of whom then sent it to me. I am reproducing it below (with just a tiny bit of minor "tweaking") because it's the best way I can think of to give you a glimpse of the information and wisdom the attendees received at my "Patches of Light" seminar:
Dear Friends, Have you ever felt the white-hot heat of being roasted in front of 100 colleagues? I’m not a big fan of criticism. Whenever I offer the point of view that "there is no such thing as constructive criticism" it’s always good for a stimulating debate among the purists who say there is no improvement without criticism. Last weekend, I had the privilege of having 100 very smart and successful people collectively "criticize" then brainstorm one of our toughest marketing problems. I was in Orlando for the "Patches of Light" seminar hosted by legendary marketing expert Gary Halbert. The two men at the front of the room leading the roast have had more marketing successes over the past 30 years than most of the top ad agencies. Between them, Gary Halbert and John Carlton are responsible for a billion dollars of products and services sold, and
many people have big problems. I got a very nice and warm applause for standing in the fire. They sliced. but have no intention of listening to suggestions (even from experts) or doing what’s necessary to solve them. bust through the BS. and enjoyed every minute of blasting holes in our theory. approach. then seared. diced and skewered every word I uttered. toasted and barbecued until I was singed. Here Are 27 "Pearls Of Wisdom" I Dug Up Last Weekend: 1. I heartily recommend you do a "hot seat" experience IF you really want to break down barriers. the only condition for roasting was that you really wanted to solve your marketing problem. Here was the entire agenda: "Who Has A Marketing Problem?" If you volunteered. we got answers! It was a "breakthrough" experience. My butt is still on fire! When it was over. The world is starved for substance. And. strategy and tactics. designed to generate solutions to people’s most challenging marketing problems. Are you ready to stretch? I was gifted with the opportunity to spend three days experiencing major breakthroughs by being part of a dozen businessbuilding hot seats. Most people are working on image. No real growth can occur unless and until we let go of existing thinking and the comfort zone of the status quo. but it’s well worth it. They roasted.are considered two of the very finest copywriters and marketing minds in the world. It’s not easy. Don’t worry about improving your image. Improve your substance. Don’t laugh. They attacked our marketing problem with double-barrel buckshot. then scorched. It was a weekend with no handouts. Few work to improve substance. Those who do will . and break out to bigger and better possibilities. no pontificating and no success BS. I suffered the slings and arrows to get to the breakthrough answers we needed.
etc. What does he want more than anything? 4. If you can’t accept risk. but it’s necessary to move on. Appeal to their selfish side. Hire experts. you are living on the wrong planet. Shift attention from how much can you make to how many people can you help. The money will come. Know when to bring in the experts. Especially when it comes to the most important parts. including copywriting and crafting your sales message. It doesn’t matter. You don’t want to sell just one million books (widgets.. If you want to sell Johnny Jones what Johnny Jones buys. Gary said. When you discover something important enough. LIFE is not risk-free. you MUST see Johnny Jones through Johnny Jones' eyes. Many businesses do things on the cheap. everyone would get it. 3. Forget your point of view. Outspend the other guys. A business campaign can rise or fall based on the money behind it. Find a way for everyone who wants what ." 5. NOTHING is risk-free. Gary Halbert wrote three words on the white board which most of us were thinking in our heads: Drop This Project! It’s not easy to let go of things we’re emotionally attached to. "If I found the cure for AIDS.stand head and shoulders above the rest. Don’t try to do everything yourself. Drop losing projects immediately. then economize on the pivotal items. Don’t hesitate to invest money. After trying to find a solution to a marketing problem which simply didn’t exist. 7. 100% of nothing is still nothing! 8.. You want anyone who wants what you have to be able to buy it. the goal is to make sure everyone who wants or needs it can get it. spend it. Most people are self-absorbed. especially on the important things. find someone who does and share the bounty.). Don’t spend a fortune on the unimportant things. You’re a heartbeat away from a Christopher Reeves moment. If you don’t have it. Shoestringing and bootstrapping are successful strategies when money is tight. Fail fast. How much money I make would not be an issue. When money is there. What risk can you take which might alter the quality of life as you know it? 6. 2. Don’t set arbitrary limits.
Gain their interest with a powerful "reason why". Be creative.. Don’t do LMS… ("Lesser Mortal Shit") [a Halbertism]. We don’t regret the shots we do take. give you their time and attention? What’s the most compelling "reason why" you can give which satisfies their self-interest? If you don’t know. but it’s vital if you plan to reach a pool of hungry fish. Fall in love with markets.. Make sure you have the right/best/hungriest/rabid audience.. Understand the Triangle of Marketing… #3 is the copy. Follow the real desires which lurk deep in your heart. heard or read. why SHOULD they. hone your message..you have to get it. A mediocre message to a great audience will always do better than a great message to a mediocre audience. don’t send a letter. or your message and copy won’t ever get seen. Don’t do $10/hour work or you won’t ever reach your highest and best value. If there isn’t a market. 12. ask your buyers. but. says personality is missing in most marketing messages. Why would they. but. A powerful story creates an emotional link. 10. We do regret most of the shots we don’t take. do become a student of markets. It will enrich you in the process.com). Tell a story. Delegate everything except your highest value work. Two things will get a person’s attention and interest: Showmanship and the "Reason Why". John Carlton. it will blind you to reality. Know your audience.... even when they don’t work out. 14. 9. a little theatre will go a long way. If you’ve got 20 big fish to catch. Like an interesting story. If you fall in love with your product. one of the world’s highest-paid copywriters. #2 is the message. Connect it to what the person can DO (results. It’s not a cheap resource. If you run out of highest value work. Tell your story.. do send a courier. What story can/will you tell? . Know your markets better than you know your products. reconsider or drop the product. He suggests we "pinch-them-in-the-butt" and tap the passionate "sweet spot".. Don’t worry about what others think.srds.. Use the SRDS (Standard Rates and Data Service directory) to find your buyers (www. Don’t care about what ANYONE thinks. Don’t become a student of products. and don’t scrimp on copy. How often do we hesitate and delay because of what others might think? We thwart our success and happiness worrying about what other people think. and #1 is the audience. 13. good copy gets read. 11. To get the attention of the person you’re after. do the next most valuable work. and how the person will FEEL (the strongest E-Link).. accomplishments).. I call this the "E-Link".
insane people who buy frequently and spend a lot. Experts hone their chops over time. Where are they? How can you reach them? What will you say to them? 21. 20 years is the average time it takes for self-made millionaires to achieve "overnight" success). What’s your expertise? Hone it. They seek the patches of light.] 19. There are many self-proclaimed "pseudo-gurus" who emerge after one or two successes and claim expert status. Burt Dubin for this little-known sage advice used by opera singers to get the most from their precious instrument. We can’t hear the voices of light. Speak "from down below"… and you will create a stronger. It can take doctors and other professionals twice that long (10 years). rabid. You’re NOT in the marketing business. what would you say? 17. You can’t invest a few hours in something and expect to become an expert. passionate. Start counting. don’t speak from your mouth. you won’t have a business for very long.) [Gary's Note: I have no recollection of Burt's statement. That’s your IDEAL buyer.. Speak… "from down below. "Patches of Light" seminar. and to save your life you had to craft the best message you could. refine it and continuously improve it. Cats find the sun spots. 16.. 22.15. "Gun-to-the-head-thinking" can get you out of a jam or tough time. 20. That’s 2. irrational." If you want your credibility to soar.000 hours… that’s how long it takes to become really good at something. speak from your pelvis. (Did you catch that? That's where the name of the seminar came from. If your arithmetic doesn’t add up. and most self-made millionaires take four times that long (that’s right. Imagine your entire chest cavity as one big voice box. If someone had a gun to your head. Greedy People Lead Lives That Suck! Enough said. The "instant-gratification-society" claims millions of lives each year who fall for the Success BS that the road to . You want to sell your products and services to "addicts" profound. You’re in the ARITHMETIC business..) How can you be a source of light? 18. There’s too much bad news. 10. more powerful presence. Gary wrote on the board.000 hours per year for five years. (Thank you..
painless and risk-free. It’s courageous to listen to the truth. Then again. I am yours truly.000 hours and anonymity. Seek the truth and embrace it. With my highest esteem. truth over hype. 26. look good or be inauthentic. we will learn things we could not know otherwise. 27. I hope in sharing these Pearls of Wisdom they make as much a difference in your quality of life and quantity of prosperity as I know they will for me. I didn’t try to prove I was right. There are no shortcuts. just my thinking. people are hungry for substance over style. why should there be? The journey. If we seek out and embrace critics. This weekend I opened up to the possibility that my view is skewed (it is). The truth WILL set you free. As a result. especially those which challenge our existing boundaries and beliefs. 25. easy. outs of all kinds over achieve consistent and 24. Mitch PS… Today more than ever. Things I disagree with most can often be the truth which does me the most good. protect or project an image or vested interest. The real payoffs are what we learn. fame and fortune is quick. especially when it’s unpleasant. Last weekend I didn’t defend. The dumbing-down of advertising and . If we polish up and internalize these pearls of wisdom. I got astounding insights and an amazing amount of valuable input. ins and many years before they hit their stride and lasting success. the process itself is the reward. 23. how we grow. and my thinking is broken (we all have blind spots). Entertainers. The achievement of a goal or objective is icing on the cake. Don’t run from it or hide from it. artists and musicians to hone their chops. who we meet and how much we pass on to others. It just might be a life-changing gift in disguise.success. protect and reject. That doesn’t mean I’m broken. the payoff can be priceless. most of it in solitude Entrepreneurs suffer ups and downs. practice 10. Beware of what you defend.
Peace.. have people thirsting for messages with substance and truth. There's a funny story behind how my screen name became "NoSexGary" and maybe I'll share that with you in a future issue. All Rights Reserved. We will be duplicating the tapes of that seminar in the near future and offering them for sale at a very low price. not our intelligence.marketing communication.. Sincerely.S. Halbert P. lowered expectations and the unrelenting appeal to our ignorance. If it does.) In the meantime.. just give us a call at the phone number on our letterhead (305/534-7577). Halbert. Gary C. . we've enclosed an audio tape from the seminar which may contain information of interest to you.. This is the first time I've included my personal e-mail address on the letterhead of my newsletter. I want to thank Mitch for the kind words he had to say about my "Patches of Light" seminar. Click Here To View Our Newsletter Archive Click Here If You Want To Be On My Newsletter Announcement List Copyright © 2003 Gary C. (Just enough to recoup our costs.
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