zdls halbert index

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.

So, one way to find Players is on the subscription lists of
newsletters. Also, Players often read financial publications such as
the Wall Street Journal, Barron's,
Investor's Business Daily, the International
Herald Tribune and the Financial
Times. Plus, they read books on selling and how to achieve
excellence. Further, Players read biographies of successful men and women who
have gamely overcome obstacles to succeed big in their chosen occupations.

Anyway, you can reach Players by advertising in such
publications or renting mailing lists of people who buy them. You can also
work with a good mailing list broker and have him ferret out for you lists
primarily made up of high-income people. These might include Cadillac, Rolls
Royce, Buick, Mercedes, Lexus and other expensive car owners. It might include
lists of people who live in expensive homes or own power boats over 36 feet
long or private, multi-engine aircraft. But, you know who the people are who
are most likely to be at the very top of the Halbert Index? It's very
simple...

They Are Business
Owners!

Business owners represent about 6% of our population (there
are about 15 million of them) and it is within this 6% where most of the PWM's
reside. The others are mostly retired business owners. And... blessing
of all blessings... all you need to locate them is... a phone book.

By the way, did you know that businesses that sell to other
businesses are about 500% more likely to succeed than businesses that sell to
consumers?

Look, I realize all of you can't simply drop everything you're
doing and close down your bakery or flower shop and open up a "we
deliver" car wash service. On the other hand, this issue should surely
have given you much food for thought. Food that hopefully will have a positive
influence on your future decisions.