2005 - 11-21-05

If I had to market something to policemen, I
would read this book before I wrote a single word because I
would want to know as much about them as I could before I
tried to market something to them.

The second book I'd like to recommend to you
is the "Rice Diet Report" written by Judy Moscovitz. This
book was written in 1986 and I think it gives more insight
to the emotional problems and the "wiring" of
overweight people than any other book ever written.

Why Am I Laboring On This So Long?

It has to do with the fact I know a lot
about the people who read "Investors Business Daily."

Have you looked at the "Wall Street Journal"
lately? It has become a "fat" publication with all kinds of
articles that do not relate to investing. It's almost
getting to the point where the publication should change
it's name to the "Main Street Journal."

"Investors Business Daily" on the other hand
is a "skinny" publication which concentrates on nothing
except articles of interest to investors.

By the way, in almost every case a "skinny"
publication will always outpull a "fat" one. Take any big
city Sunday newspaper. They contain hundreds of pages and
dozens of sections. Whenever I get a Sunday paper, it takes
me about 10-minutes just to separate the sections into the
ones I want to read and the ones I want to throw away.
However, in many Sunday newspapers, there is a pull-out
magazine called "Parade". "Parade" is one of the most
expensive and profitable magazines to advertise in
throughout the entire
world. A lot of times when I buy the Sunday paper, I'm so
overwhelmed by it, I just rummage through it until I find
"Parade" and then I pull it out of the paper and throw the
rest of the newspaper away. Millions of people do the same
thing. It's almost impossible to write an ad and run it in
"Parade" magazine and not make a profit.

By the way, just for your edification, if
you have an ad which relates to something financial and you
run it in the "Wall Street Journal" and then you run the
same ad in "Investors Business Daily"... I am going to bet
you that you will make at least 700% more profit from the
"IBD" ad than you did from the "WSJ". A few years ago, I
used to run an ad about once every two months in "IBD". It
was a 1-column ad which cost me about $700 and it was
typical for that $700 ad to fetch $40,000 to $50,000 in
sales.

A lot of you who made guesses said you
thought one of the secrets of the success of the water ad
was the fact I ran it in "IBD" and the readers of that
publication were extremely greedy. That is sorta true but it
is not precisely true.