zdls halbert index

OK, what else will these successful, moneyed people purchase? Value.
Just because these people have money doesn't mean they are promiscuous with
it. They will spend it... but... not frivolously. Take
automobiles for instance. You won't find most Players driving Fords, Chevy's,
VW's, etc. On the other hand, I don't think many of them drive cars like
Ferraries, Maseraties and Jaguars either. Those cars represent very poor
value. They depreciate faster than a politician can make excuses, they are
extremely uncomfortable, they have frequent and enormously expensive
breakdowns and there is no place on any American highway where it is legal to
drive them at the speeds they were intended to be driven. In other words,
instead of value, what they actually are is high-priced toys usually bought
by...

The
Children Of

Players With Money!

My guess as to what most of the real Players buy are cars like
Cadillacs (just voted care of the year), Buick Roadmasters, Mercedes and Lexus
sedans. These are all automobiles that are safe, comfortable, luxurious and
have a very high resale value. In other words, they represent an intelligent
choice, not a stupid gesture.

What I'm trying to illustrate here is PWM's will spend... and
spend big... but... they won't spend stupidly. Another thing to
remember is, these people care about substance, not window dressing.
When I sell my information, I don't "dress it up" much. My videos,
for example, are raw. I don't concern myself with "production
values," adding chintzy canned music to the sound track or clever
graphics and cute special effects. What I do concern myself with is
providing substance and, I hardly ever get a complaint about my materials.

What else will intelligent, hard-working people with money
buy? Another big category is... services that
save time! All truly wise people realize time is the most precious
commodity they possess. And, it is this commodity they are least likely to
squander. Do you realize many people who pay to have me write copy for them
can do it almost as well as I can? So why hire me? Because it frees up their
time to get on with the crucial job of running their business.

As a general rule, nobody with wisdom ever does anything
business-related he can hire someone else who is honest and competent to do
for him. Dumb people (losers) gloat about all the money they save by doing
things themselves instead of paying someone else to do that same job. Smart
people (winners) are always ready to cheerfully cough up fungolas to buy time.
For example, I went to the last Rolling Stones concert in Miami. I sat center
stage in the second row. My tickets (obtained from a ticket broker) cost me
ten times as much as most of the people around me paid because... they were
willing to stand in line up to 14 hours to get the seats they wanted. Poor me.
I guess I blew around $8.00 per hour. What a sucker I am!