2005 - 07-26-05

So let me get back to and elaborate on the "stand out"
feature of my personal ad... which... once again was...

SPECIFICITY

Not only did I accurately describe my
physical appearance, I also told the specifics of my workout
routine. I was so specific, I even mentioned the fact that when I did my roadwork, it
was near Lake Hollywood. I was specific and truthful about my two
marriages and the other women I had met in the recent past.
I was very specific about what I wanted in a woman... and...
what I didn't want in a woman.

All of you know (or at least
you should know) the copywriting formula AIDA (Attention
Interest Desire Action). I think an "S" should be added to
the end of that formula. The "S" would stand for "Specificity".

I'm now going to reveal a secret which can
multiply the profit of many, if not all, of the marketers
who read this newsletter.

This secret is true for ALL marketers... but
especially... especially... especially... true for online
marketers.

I've said it many times before and I'll say
it again: There are three reasons people do NOT buy from
you:

1) They don't want what you are selling.

2) They can't afford what you are selling.

3) They don't believe you.

Many of the people who go into direct
marketing and, especially those who go into internet direct
marketing, do so because they have "Walter Mitty"
personalities. A Walter Mitty type person is a guy who
dreams grandiosely in his mind's eye about doing heroic
things. Like maybe playing in The Superbowl. Or dating a
stunning model like Claudia Schiffer. Or making millions of
dollars like Bill Gates. But in reality, the Walter Mitty's
of this world just don't have the balls to actually get in
the arena to play ball or ask the woman of their dreams for
a date or to do all of the risky steps you have to do
to amass a fortune.