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Here’s the
story: Gary’s gonna hate me for bringing up age, because we’re both
piling up the years. The bad part of being a veteran businessman is that you
can feel a bit cheated that so much time has slipped by. (No matter how
much raw adventure you’ve packed into each day.)

But the good part is that our experience
and knowledge -- both in business and in living life large -- is so vast
and deep, we never need to justify our position as teachers.

We have the goods. We’re the real
thing.

There are lots and lots of
wannabes out there pretending to have the savvy of a hardened veteran...
but in truth, they’ve never been through a recession, let alone an entire
business cycle.

This
experience stuff becomes more and more critical as the world changes
around us.

The bottom line of your quest for wealth and
fame will always and forever be your ability
to craft a killer sales pitch. No matter what business you’re in,
and no matter what you’re selling.

And the reality of our world is...

The Technology Of Delivering That Pitch
Will Always Change,

And Change Abruptly.

You can be the hottest whiz-kid on
the Internet today... and be toast tomorrow, when Google changes the rules,
or smarter competition pulls the rug out from under you, or -- shudder --
the overburdened infrastructure of the Web collapses. (You know that Intel,
Apple, IBM and Yahoo are…

Gary and I
aren’t like other veteran marketers, and never will be. Too many of
our colleagues over the years became afraid of technology, and are
spending their time complaining about how horrible things are now, and great
they used to be.

Or, just as bad, they get locked into ONE way
of marketing on the Web. Put all their cookies into one basket, and lose sleep
every night wondering when the hammer will fall.

That’s just
a horseshit way of doing business and living your life. Both
Gary and I, in our brief time here on the planet, have already…

Infomercials, toll phone numbers, fax blasting,
email blasting, heck, even the battle between Federal Express and the Post
Office (which has made express delivery a dream marketing tool for smart
marketers with super-targeted lists) have all radically changed the
landscape of the advertising game.

This never-ending roller coaster scares the
pants off most marketers.

But the
truly savvy veterans just shrug, and get busy exploiting each new
delivery system as it arrives. And count up the money.

Newbies who think the Web has always been with
us, and will never change, may have stumbled on ways to rake in a few bucks... but…

I LOVE the constant change going on. It’s been
this way my entire career, and every time some technology burp causes everyone
to run around screaming about how it’s all “different” now, I just laugh... and
adjust.

The way you deliver your sales message
may change radically.

But what
you PUT into that message will still be based on the “classic” tools of
world-class salesmanship.

Listen
carefully: You can hire geeks to wrangle with the technology for
peanuts.

But guys who know how to craft a
sales pitch that forces people to yank money out of their wallet and throw it at
you will always be rare...
outrageously well-paid... and always seated comfortably in the front
row of the marketing show.

Remember this:

Nothing Happens

Until The Copy Gets Written.

Zilch. Nada. Ads don’t run,
Websites don’t get posted, sales letters don’t mail. Stick strategies don’t go
out. The communication between you and your buying audience grinds to a halt...
and the money pipeline shuts down.

Clank.

That’s why
this message is so important. Between Gary and myself, you are in
the presence of the two most effective and experienced teachers in
advertising.

Unlike almost everyone else in the market
today, you have the CHOICE of learning how to be the “go to guy” in your
niche... where you can dominate your competition, rake in…

Discovering veterans like us (who know how to
teach) is like finding a secret path under a vast mountain range. While
everyone else kills themselves struggling to climb over the obstacles, you’ll
just zoom though to the other side and be well on your way to the
Promised Land before they learn their first real lesson in making money…

It’s a heck of a choice to have -- the
option to SHORTCUT your way to glory and wealth.

And, Damn, But It’s FUN

When This Simple-Yet-Advanced Marketing Stuff

Kicks In.

I first met Gary Halbert at a Jay
Abraham party way back in the go-go 1980s. (At the time, I was trading copy for
free…

Gary was easily the most arrogant, dismissive
and self-aggrandizing SOB I’d ever met.

I liked him
immediately.

When, a few months later, he suggested that I
drop everything and become an overworked copywriter slave for him, I
agreed without hesitation.

You’ve got to understand -- at that point,
I was already well on the path to being
a superstar copywriter for the “big mailers” like Agora and Rodale and
Phillips and Boardroom.

I had made a name for myself in
Los Angeles as the hot-shot freelancer who got snuck in the back door at
the major agencies (to do…

And I’d already apprenticed as a
ghost-writer for Hall-of-Fame proven copywriters like Jim Rutz (for whom I wrote
a financial package studded with real pesos that mailed profitably for eight
years).

I
literally walked away from a career worth millions... because, in
my gut, I knew I was an ill-fit in that corporate world of…

Gary, to my
mind, was where the real action was -- the exploding
entrepreneurial world. Where no one wore a tie, the risks were staggering, and
every project was an adventure that hinged on the copywriter’s ability to SELL.