Boron - Chapter 07

It happens all the time. But not with me. At least not when I am on the outside. You see, part of the reason I am in so much demand is that I am so hard headed. Clients, although they would never admit it, most often feel relieved with someone who takes a "don't you dare mess with my copy" attitude.

As you know, I couldn't make a scene in the visiting room but you can be sure that the next time I talk with Z that I am going to quietly but firmly put a lot of pain in her brain.

Here's another illustration of the importance of control. When Blade took me aside, one of the things he explained to me was that (name deleted) in Vegas wants to put the commissions into another project and delay paying me.

Now, here's the thing. (Name deleted) is one of the good guys. And, sadly, even the good guys have trouble living up to their agreements when it comes to money. That's one of the reasons I try to structure my deeds so that I get paid often. You see, when there is big money involved it is very hard for the clients to write those checks.

And, what really makes it hard for the client is that he usually believes that he doesn't need you anymore since he already has the ad.

Ah, there's a lesson here but, also, I'm blowing off steam. Let's get back to becoming aware of markets. Right here, what I want to do is encapsulate one of Halbert's Rules of Marketing Success. It is:

Sell People What They

Want To Buy!

So obvious, so overlooked and so important.

Now one thing I haven't mentioned so far is that you want to be on the lookout for ads and direct mail pieces that you see over and over. What this means is that whomever is running the ad has hit a nerve.