Gary Halbert · whole document (52)
zhlj real asshole
What they looked for in a new client was
someone or some entity which was not already selling to
Pacific Rim countries but, who should
be selling to those countries. They weren't after little
sized companies or even medium-sized companies; they only went
after the really big fish. Therefore, they didn't have
unlimited prospects, only a few thousand. And, they said,
their main problem was getting the attention of and, an
audience with, the top dog in those big fish companies.
Once I understood how much (how very
much) a new client was worth to them, I came up with a great
idea! I said they should get some paper money from each of
those Pacific Rim countries. Then they should take a bill from
each of those countries and put them all together in a stack
and wrap a rubber band around them. Then they should
scotch-tape each of those stacks of money to the first page of
a sales letter and send the whole mess by Fed Ex or DHL to all
their prospective clients... and then... follow-up with a
person-to-person phone call.
Imagine: You're a top dog exec in a big fish
company, you get a Fed Ex package with a letter with a packet
of actual money from various Pacific Rim countries
scotch-taped to the first page of a letter like this:
Top Dog Exec
c/o Big Fish, Inc.
123 Elm St.
Massillon, OH 44646
Dear
Mr. Top Dog Exec:
I am writing to ask of you a
small favor.
All I want is for you to take
the rubber band off the packet of money attached to
this letter and look carefully at each of the bills.
They are all real. Each one of these bills is an
official government banknote from a different Pacific
Rim country.
Why am I sending you all this
money? The answer is simple: You see, your company,
Big Fish, Inc., manufactures a line of products that
would sell like crazy in every one of the Pacific Rim
countries from which I have sent you a sample
banknote. This could be a brand new profit center for
Big Fish, Inc. which, in fact, could turn out to be...
even bigger... then the domestic market for your widgets here in the
U.S.