zdls halbert index

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!

Players value time. If you
want to market to them, consider a business providing meals (good meals)
delivered to them. Consider a business that sends masseurs to their corporate
offices to give executives and employees a tension-reducing shoulder rub.
Consider a car wash business that does the job where the Player has his car
parked when he is working. Organize an executive typing service where Players
can dictate their correspondence into a phone and then have the letters
delivered to them for their signature.

The possibilities are endless.

But, where do you find real Players? How do you get to them?

Obviously, Players are different than Non-Players. They drive
different cars, live in different neighborhoods, eat in different restaurants,
attend different functions, etc. One of the biggest differences is...

They Read!

Sure some Non-Players read also but, what they read is very
different. Mostly Non-Players read self-help books written by dummies with
Ph.D.'s (Piled Higher and Deeper) after their names, or publications that
offer up a lot of gossip and "quick fixes" that are laughable to
anyone with half a brain. Want to know what kind of publication is read by a
higher percentage of Players than any other type? It's... newsletters!
No, it's not just this one either. Many real Players read several
newsletters every month. Why? Because newsletters, by their very nature, offer
stripped-down, no-bullshit-info that can be grasped, digested and... implemented
very quickly. Also, make a note of this: Real Players, who are by definition
people with at least a modicum of wisdom, would rather pay $600 per year for
100 pages of real info than $9.95 for a book containing 300 pages of
misinformation and fluff.