Gary Halbert · whole document (45)
aslz winners losers
Here is your assignment: I want you to place a
classified ad in the largest circulation newspaper in your
area. Here is what the ad should say:
Housewives
wanted to address
envelopes at home. You must
have a typewriter or good
handwriting. Call 000-0000.
I want you to run this ad in the "help
wanted" section of the classifieds exactly the way
it is written above. The only acceptable change whatsoever is
maybe changing the word "housewives" to
"part-time workers" and you should only make this
change if the newspaper forces you to. Sometimes
newspapers will insist you make a change like this because
advertising for housewives is sexist (they say) and shows
prejudice against men.
Anyway, running this ad is the first part of your
assignment. The second part is you personally take all
the calls this ad will generate. Also, you should take these
calls on a single line phone.
You know, back in the days when the likes of Ben Suarez
and his brother Rick were working for me, I used to insist
that key employees complete this little assignment and, nearly
always, my employees thought I was a little nuts. But, since
they depended on me for their paychecks, they didn't have much
choice in the matter and here is what would always happen...
which will also happen when you do this assignment:
1.
First,
you will be awakened before
dawn by someone answering the ad.
2.
By
7 a.m. or 8 a.m. your phone will be ringing with some
frequency.
3.
By
10 a.m. you will learn not to hang-up the phone but to
merely depress the disconnect button because, as soon
as you release the button, the phone will ring again.
4.
The
phone will continue to ring for days and, although I'm
only asking you personally take the calls for just
1-day, by the time your phone stops ringing entirely
(some two weeks later) you will have received hundreds
of calls.