Dec 04

It
was such an easy gig for me, I could almost sleep through all
of the "work" I was doing.

But
That Was Soon To Change!

One
day (when I was living in Oakwood Garden Apartments in Burbank,
California) I read a sales letter (it would turn out to be the
first of many) written by a man named Gary Bencivenga. As I read
that letter, my heart sank.

His
sales letter was so well crafted, so impactful from a sales point
of view, I knew if I had to compete against this guy, it would
no longer be like shooting fish in a barrel.

This
guy was good! In fact, he wasn't just good, he was unbelievably
good!

Throughout
the years, Gary created a steady stream of some of the best sales
messages ever written. But I think even beyond his outstanding
writing ability, his understanding of human psychology is truly
exceptional.

Gary
recently sent a Christmas message to all of his subscribers and
it touched my heart so much, I am (with his permission) reproducing
it here. Don't start reading it thinking it is simply a "holiday
message" (it WILL lift the heart of everyone who reads it)...
but... do pay special attention because it also contains a very
valuable marketing lesson.

Anyway,
without further ado, here's a very special message from my friend,
Gary Bencivenga:

This
story is about another father of a disabled child, in
his case, a son named Shaya.

This
story was originally reported in the New York newspapers.
It was so touching, it spread like wildfire across the
internet, and many began to question, "Did this
really happen, or is it just another urban legend?"