Modesty Personified

* One
of the marketers Gary admires greatly and who is
world-famous is Dan Kennedy. Dan Kennedy got his start
in marketing working for Halbert's Inc. in Bath, Ohio.
At a seminar about a year ago, Dan was talking about a
guy who said he couldn't make a profit with the ad he
was using. Dan looked at the ad and thought it was
spectacular. Dan then discovered it was Gary Halbert who
had written the ad! Dan told the guy (and you can hear
it on tape), "There's no way to improve this ad. It was
written by Gary Halbert. If you can get Gary, and you
can get him interested, and you can get him focused,
there's no way in the world you're going to get a better
piece of marketing copy from anyone else on earth." Dan
then pointed out to this guy it was not the ad that was
failing but, it was the way the guy was exploiting
(actually lack of exploiting) the ad and his failure to
set up a proper infra-structure and several other things
he was not doing properly. NOTE: I have not quoted Dan
word-for-word about what he said about that ad because I
do not have that tape right now. But, I have related
accurately the gist of his comment.

*
Gary's worked on 17 successful infomercials, wrote the
two most successful direct response newspaper ads, has
produced scores of highly-successful magazine ads,
created several catalogs, developed phone scripts, etc.!

* Many
people say you should include testimonials in all of
your sales pitches. Gary stopped collecting unsolicited
testimonial letters more than a decade ago after he had
already received over 7,000 of them! Now that he has the
most widely-read marketing newsletter on the Internet,
it would almost be impossible for him to buy enough ink
cartridges to print out all the rave testimonials he
gets on a daily basis.

Okay, those are just a few of the points I would make
about myself if I were writing an ad to pitch for
clients. But, probably the most important consideration
you should be aware of is... most of the time... I am
not willing to take on any clients. But, I am a little
bit "in heat" to work with a few clients now because I
have just made what I believe to be is a truly gigantic
marketing breakthrough. Everybody in marketing will know
about this breakthrough a year from now... but... it
will be old news by then. I believe it will work for
years to come. But, I think the first people to use it
are going to make money beyond their wildest dreams.

You know, I could write a more compelling sales letter
to you for my copywriting services. But frankly I'm
tired of writing about myself and this half-assed,
sloppy pitch is making me feel "funny". But, I do feel
moved to tell you another story.