Dec 04

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?"

Well,
that's the amazing part of this story. It is true. In
fact, because of all the buzz, a web site called "TruthOrFiction.com"
investigated and has reported that, yes, the story is
indeed true. It has also been confirmed by no less an
authority than the highly respected Rabbi and author,
Paysach Krohn of Brooklyn, who says that he personally
knows the participants and that every word of the story
is true as originally reported. As I said, the story
is about Shaya, a learning disabled boy in Brooklyn.

On
weekends, Shaya and his dad like to go for walks. As
they do, they like to stop and watch the neighborhood
boys play baseball.

On
this one Sunday afternoon, as they approached the ball
field, Shaya looked up at his father and asked, "Dad,
do you think they would let me play?"