2008 - Mindset - Mindset

Can't Be Done!

Look, the biggest limitation all of us have is our "mind-set!" Here's an example of how (if you can make a simple "mind-set" change) you can make an ENORMOUS amount of money really, really fast. Let's say you have a direct mail letter that's working. But, not very well, though. Just "limping" along. Or, let's say you have a client who has a direct marketing mail sales letter (or, any other type of direct marketing campaign) that is working... but... only "so so."

Here's what your do. You go out and get yourself a movie or TV star you can feature in that direct mail letter. In fact, make that star the writer of the letter. Make the letter come from the star. If you do this, the number of orders you (or your client) will get per 1,000 sales letters mailed...

Will Increase Enormously!

But wait! Doesn't the celebrity have to have some connection with what your are selling? Of course not, you dummy. Do you think all those millions of women I got to buy Tova Borgnine's face cream did so because...

They Wanted To Look Like Ernest Borgnine?

Get real.

However, being able to feature Ernie in their ad was important. Tremendously important. You see, what a star like Ernest Borgnine does for a campaign is... he credentializes it. If you say it's true, why should anyone believe you. Let's face it: Outside your family and friends nobody know YOU from Adam. However, if Ernest Borgnine says it's true... then... for millions of people... it's someone they know saying it's true.

[Note from Bond: One actor and wife he once worked with] are "nightmare people" to work with. I remember one day... when... in a violent rage, [well known actor] ripped 17 phones out of the walls of his home. On that occasion, [an associate] and I had to bribe some poor young woman (lets call her Miss No Self-Esteem) to take the blame and tell the phone company she did it.