Modesty Personified

The
Amazing Marketing Miracles Created By Sir Gary of
Halbert!

By BLADE THOMAS

President, CTV

LOS ANGELES- I first met Gary Halbert (often
referred to as the "Prince of Print") when I was the
advertising director of Entrepreneur Magazine and hired
him as an outside consultant.

Entrepreneur Magazine is very famous and one of
the leading business publications in the world. Working
there enabled me to meet some of the smartest
businessmen and marketing experts on earth but, Gary
Halbert stood head and shoulders above them all. When I
first talked with him, his ideas seemed a bit unusual to
say the least. However, he was extremely persuasive and
I decided to at least test some of his suggestions.
Thank God I did! Within days, he taught us how to
multiply our sales, cut our refunds to almost zero and
how to enormously increase our bottom-line profits.
Some of his "radical" concepts are still being used by
the magazine today and still paying off like crazy.

Adventures With The

Borgnines!

I later had the occasion to work side-by-side with
him when he was hired by Ernest Borgnine and his wife
Tova who, at the time, had a struggling cosmetic
company. Ernie and Tova were, at first, highly
skeptical about the changes Halbert insisted they make.
But, that skepticism evaporated when he took their
company, Tova 9, from $20,000 to over $800,000 per month
in just a little over half a year. You may remember the
first major ad he created for them. It ran for years
and had one of the most famous headlines ever written.
It was...

The Amazing Facelift In

A Jar Used By

Hollywood Stars Who

Don't Want

Plastic Surgery!

That ad brought in millions of dollars in sales
but it was another ad Halbert wrote for the Borgnines
which contains, I believe, the most powerful headline in
advertising history. Back then, Mrs. Borgnine wanted to
begin marketing a new perfume called "Tova" (it's still
on the market) and she wanted to do the "launch" at a
friend's boutique in Beverly Hills. Her friend was
Candy Spelling, wife of famed TV producer Arron
Spelling, and the boutique, by my estimation, would
probably only hold a total of 150 people. When Gary
heard about this he went ballistic. He informed Tova,
if she was going to let him do the perfume advertising
his way, she'd need a much bigger space such as... the
entire bottom floor of the Century Plaza Hotel! She
gasped a little but, when she recovered, she let Gary
have his way and wrote an ad that got 7,000 people to
come to the Century Plaza on a weekday for a sample of
her perfume. If you've got even one drop of
salesmanship blood in your veins, you don't need to read
the ad to realize how he did it. All you've got to know
is the headline which said...

Tova Borgnine Swears

Under Oath That Her

New Perfume Does Not

Contain An Illegal

Sexual Stimulant!

By the way, the "subhead" of that ad was "Wife of
famous movie star agrees to give away 10,000 samples of
her new fragrance just to prove it's safe to wear in
public." Personally, I'll never forget that ad. It was
my job to coordinate everything and the damn hotel was
so jammed with people nobody could hardly even move.
And, get this: The only reason we didn't have more than
7,000 people at the perfume launch is because... the
fire marshalls wouldn't let anybody else into the hotel!