2002 - September Issue

You're not that delusional, are you?

Here's something to ponder: I've got three sons and here's what I have taught them over and over all their lives... "Look, you can take away all my money, all my material possessions, all my business connections, all my clothes. Everything! You can put me in a plane, fly me to any city in the western world, shove me out of that plane and make me parachute to the earth naked.

"Then, you can come back and visit me in one year. And, guess what? I'll have rebuilt my life just like it was a year earlier when you took away everything I had. Money, homes, cars, boats, business connections... EVERYTHING!

"You know why? It's because what I've got between my ears is the most valuable money-making skill which has ever existed...

"I Can Write A Sales Message

That Will Make Me Rich!"

I want to make the point again: The ability to write a profit-producing sales message is easily the most valuable money-making skill in the world!

Let's take a look at two different Cuban guys who washed ashore here in Florida. Let's say they were both regular, hard-working good guys. Not a dishwasher or a brain surgeon.

One of those guys got to U.S. soil up in Fort Lauderdale. The other guy washed ashore in Miami Beach and I happened to be there. Let's say I took a shine to him. I took him under my wing and made him my personal student. I taught him (among other things) everything he needs to know to write (and exploit) a "killer" sales message.

Five years go by. The guy who made it to shore in Fort Lauderdale? He'll probably be leading a pretty standard life roughly on a par with the average U.S. citizen.

The other guy? The one who landed in Miami Beach and I taught everything I know? What will he have?