Boron - Chapter 07

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.

And, a good way for you to make money is for you to hit that same nerve only do it better.

But, and I know I'm being redundant, the most important thing to do first is to locate those hot buttons. You don't have to guess. You don't have to wonder. You don't have to ask people or take surveys.

All You Have To Do Is Observe!

Observe the ads that keep repeating. Observe the size of the mailing lists available for rental on different product areas. Observe the direct mail pieces that keep getting mailed out month after month and sometimes year after year.

More tomorrow.

I Love You and Good Luck!

Dad

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