seminar

You Cannot
Multiply Zeros!

And the "zero" I'm talking about in this case is a vapid, limp,
non-compelling sales message. I don't care if it's a direct mail letter, a
website, a newspaper ad, magazine ad, radio or TV commercial or whatever. If
it's a "nothing" message, I don't care how good your ad layout is, how well the
ad is typeset. If it's a radio commercial, I care NOT how good the sound effects
are or how vibrant, pleasant and commanding the announcer's voice is. If it's a
website, I don't care how many website/internet secret tricks and techniques you
know.

Take any non-compelling message and show it to someone. That
person will not respond. Show it to 10,000 people and none (or pathetically few)
of them will respond.

Until recently, the internet made it possible for something to
happen which was never possible before in history: The internet made it possible
for people who knew NOTHING about marketing to make some money. I'm sitting
maybe 12-feet from one of those people right now as I write this. He's a good
guy. Smart as hell. More intelligent than me. A stone cold workaholic.

Here's what he used to do: He used to send out (actually he had
it done for him) about 30,000,000 e-mails per day. From this, he got about 2,500
responses... from which... he made a good deal of money. Hark unto me. LISTEN to
what I'm saying here! (Can you listen to what someone is writing?)

I digress. Allow me to mush on. What I'm trying to tell you is,
he was getting 2,500 sales from 30 freaking MILLION impressions. And that...

Is NOT
Marketing!

That is like holding 30 MILLION pieces of bacon 3-feet above the
water over 10,000 square miles of ocean. Once in a teensy, little while, his
strip of bacon was held over a square yard of ocean... where... directly
underneath was a dozen or so starving, ravenously hungry fish. These fish were
SO hungry, they would climb on each other's backs (like circus performers) until
one of them had his head 1/2 inch above the water... and... with a collective
shuddering and buckling by all his "buddy" fish... and... and a herculean effort
on his part, he was able to catapult himself 3-feet above the surface of the
ocean and snarf down that piece of bacon.

How often did this happen? Do the math. It happened about 25
times (or less) for every one MILLION pieces of dangling bacon. That means, he
snagged about one fish for every 40,000 pieces of bacon he dangled. That's a big
fat.00025% response.