The Gary Halbert Letter Joe Polish

Joe Polish here once again. In last month’s newsletter I shared with you a few of my favorite strategies…
some of the most valuable marketing/money-making secrets which I learned from Gary over the years. And…
in last month’s issue I also promised you that in this issue I was going to share more secrets with you… secrets
that are guaranteed to make your cash register (online or offline) ring like crazy.

However, before we get into all that, I want you to know that what I am about to share with you here… these secrets… these secrets are not necessarily secrets that I (Joe Polish) have learned from Gary, but rather a
“derivation” of marketing strategies which I and some of my “students” have learned from and/or created
ourselves thanks to Gary’s brilliance.

Gary once told me that the average person in America is exposed to more than 2,000 advertisements every
single day. Radio, TV, newspaper ads, magazine ads, internet banner ads, e-mails, junk mail, telemarketers,
billboards, flyers, signs on taxicabs, trucks and even signs that cover entire vehicles.

But wait… there’s more. There are ads on matchbook covers, ads on the gas pump handles when you go to
fill up your car at a gas station, ads on supermarket shopping carts, and there are now even adhesive sticker ads
that are stamped on the floors of most supermarket aisles. Heck, the other day I went into the men’s room of a
department store to use the facilities. I’m standing there in front of one of the urinals, I look up… and lo and
behold… what do I see?

What’s this world coming to when you can’t even take a piss without somebody trying to sell you
something!!! On a side note, just for laughs, I’d like you to click on the link below which helps illustrate my
point. It’s a video I shot in the men’s bathroom at the W Hotel in Scottsdale, Arizona. Click on it now and then
come back to read the rest of this newsletter.

Pretty freakin’ funny… ay? Being a reader of Gary’s newsletters, I figured you’d get a kick out of it.

Now granted, although the W Hotel isn’t actually trying to sell you anything (other than the “Wow!”
experience of being a guest at their hotel) there are tens of thousands of bathrooms you’ll go into around the
world where ads are stationed over urinals (and on the backs of stall doors) where you are being pitched
anything from Aspirin… to Cologne… to Men’s Underwear, etc., etc.

It’s a sad fact of life, but we’re constantly being bombarded with advertisements. They’re being fired at us
at a machine gun-flow pace… and we’re forced to ignore them just to maintain our sanity. (If your mind tried
to process every single ad you encounter on a daily basis, you’d probably wind up in a mental institution.)

Anyway… one “golden rule” that Gary always tried to burn into my mind was that…

You Want To “Design” Your Advertisements So That
They Don’t Appear To Be Advertisements!

With that being said, I’m sure you agree with Gary’s philosophy that… most people… when they are reading
magazines & newspapers… they’re reading them for…

It’s true. And because that is usually the case, it should come as no surprise to you that “articles” and “news
stories” in magazines & newspapers receive 500% - 700% more readership than advertisements.

Now… an ad like that generally will receive 500%-700% more readership than most other ads that are
obviously “advertisements”. And that’s good. (At least it’s a good place to start.) But we can do better.
Can we not?

Of course we can YOU FOOL!!! Have you forgotten… you’re reading The Gary Halbert Newsletter.
You just know that Gary’s brilliance is gonna come shining through in some way, shape or form… even if it is
through one of his students. Okay, now stay with me here … I’m going through a major “caffeine rush” right
now. We’re gonna get to that million dollar idea momentarily.

Don’t make those ads look like ads. Don’t use line-art. Don’t use cute graphics, reverse type, or fancy
typestyles. No! No! No! Make your ads look as close as is humanly possible to the editorial style of the
newspaper/magazine articles you’re advertising in…

Same Font! Same Font Size! Same Spacing!
Same Layout! Same Color Ink!
Same Everything!

Now flip back to that editorial-style ad we were just looking at a moment ago, and you’ll notice (as was
blatantly noticeable the first time you saw it) that it contains a dead-giveaway that it’s not actually an article
or a news story. It contains those dreaded, mandatory words that all newspapers & magazines require of
their editorial-style ads… the words…

Is there ANY WAY around this response-killing hurdle that newspaper & magazine editors require?

Years ago one of Gary’s students ran that very editorial-style ad (which we were just looking at) in an auto
dealer trade magazine to sell an information-marketing product to car salespeople. It was effective; however
Gary’s student wanted to make it even more effective.

In order to satisfy the magazine’s requirement of including the words, “PAID ADVERTISEMENT” in the
ad, he did something that would’ve made even Gary Halbert proud.

Take note of how this advertisement here… looks the same as the “real” news story over here on the left. (No border, same font, same font size, same spacing, same layout, same everything.)

As you’ll notice (upon closer inspection) the words “PAID ADVERTISEMENT” do appear in the ad,
however, Gary’s student, when designing the ad, disguised/camouflaged those “required” words by placing two
“bogus” ads right below the words “PAID ADVERTISEMENT” so that his “primary ad” would be camouflaged/separated from those words and would therefore end up looking identical to the editorial content
of the magazine.

Anyway, Gary’s student continued to run this brilliantly disguised ad for almost 8 months… until too
many readers started to complain that they were being fooled. And… well… to make a long story short… the
magazine editors… they eventually put the kybosh on the deal.

But that’s okay; they didn’t put the kybosh on the deal until long after he’d already sold 1,000+ copies of his
$1,477.00 info-marketing product to auto dealers.

With a little imagination & ingenuity on your part, I’m sure you can take this strategy and run with it
yourself and (as Gary used to say) make muchos fungolas in your own business.

Postcard Mailings Are Dirt-Cheap, However, More Often Than Not…
They Get Treated Like They’re “Junk Mail” And Go Straight Into The Trash.
Here’s How To Receive Nearly 100% Readership From Every Postcard You Mail…

#1: You want to make your postcard look like it was ORIGINALLY mailed (the first time) to a person whom
you know. And then, that person, in turn, (one of your friends/associates) thought it was so very important for
you to see it too, that they took the time to cross out their original mailing address, slap a mailing label over it
with your (the 2^nd recipient’s) address and then put a new stamp on it and dropped it in the mail for you to see.

#2: Of course on the postcard will appear a little handwritten note that briefly describes what this thing’s all
about. Take a look…

Imagine receiving a postcard in your mailbox like this. You’d probably be thinking, “Which one of my
friends/associates sent me this?” (You’d probably never guess that it was part of a 10,000+ piece mass-
mailing.) And would, therefore, go on to read it… and perhaps even end up placing an order for it.

Notice the signature? Most people who try something like this typically sign their note with a single
initial like “J”. That’s too commonplace for my liking. People see that too frequently. Instead, use an
illegible signature that will make people scratch their head… and leave them wondering, “Man… which
one of my friend’s signature is that? Makes them very curious.

Try it… this unique “positioning” can make all the difference in the world towards you making a sale.

Whenever you sell a product to people (especially via mail order) one of the biggest hurdles you’ll find
yourself facing is that of “returns” / refund requests. The following strategy can dramatically keep your
product refund rates down.

“Stick Program”: An Excellent, Low-Cost Marketing Strategy
That Reinforces Your Customer That He/She Made A Wise Decision In Purchasing Your
Product/Goods…Greatly Reducing The Number Of Requests For Refunds.

Step #1: Every time you sell a product to some one, put a bright sticker on the outside of the package/product
you’ve sold which drives the customer to call a free recorded message. (The sticker should have a bright yellow
background with black lettering.) The sticker will say something along the lines of…

WARNING!
“Don’t Open This Package Yet!”

Before you even open this package, first call to hear a
Free Recorded Message from co-author Joe Polish at
1-800-689-2211. Joe has an important message for you to
hear BEFORE you open this package.

Once you’ve called and heard Joe’s message, go ahead
and open this Piranha Marketing program and get ready for
your life to change!

What happens when that new customer calls to listen to the free recorded message?

They hear a message from you that reinforces them that they made a wise decision in purchasing your
product/goods… and that, my friend, will greatly reduce the number of customers who request a refund.

Step #2: Here’s a sample of what your “stick program” recorded message might say…

“Hi, this is Joe Polish. I wanted to be the first to say THANK YOU for investing in this new
Nightingale Conant program, Piranha Marketing! Of course, right now you are listening to a
recorded message from me…and in addition to saying thank you, I wanted you to get a ‘taste’
of this free recorded message concept because Tim Paulson and I speak about the concept in
session six of the program and how you can use it in your business too!! In this program we’re
going to teach you all about “ELF”…ELF means “Easy, Lucrative & Fun”. We want you to
be able to develop an ELF lifestyle…and the use of free recorded messages like this one, can
help transform your business. You’re going to be blown away by the ease and power of this
strategy! So here’s what I suggest you do right now. Go ahead and rip the program open, and
listen to session one rightaway. Each session builds on the previous session…so listen to this
program starting with session one and go through to session six to discover more about the
recorded message concept. Then you’ll be so amazed by the secrets we share that you’ll want
to devour the rest of the program as quickly as possible too! I guarantee you’ll find this
program to be one of the best investments you’ve ever made…period! Thanks again for
investing in the program…now…get into the program…and
EAT YOUR COMPETITION ALIVE!”

Believe it or not, a strategy like this… a compelling gesture like this that “Wows!!!” the customer… it can cut
your refund rate in half!

How To Create & Use Testimonials That
Stop People Dead In Their Tracks!!!
Testimonials That Will Convert Even The Biggest Skeptics
Into Trusting, “Ready-To-Buy” Customers!!!

Gary used to tell me that there are 3 main reasons why people fail to purchase whatever it is you are selling.
They are as follows:

What OTHERS Have To Say About You Or Your Product
Is Far More Believable Than What You Have To Say!!!

So how do we harness these words of wisdom? Do we pack our advertisements & sales letters with tons and
tons of written testimonials? Testimonials like these?…

Fantastic marketing ideas! You guys have really created a wonderful product.

John F. (Sales Manager)
Chevy Dealer, Michigan

Incredible! Incredible! Incredible! Your traffic-generating strategies are incredible!

No! No! No! You pin-head!!! That stuff’s not believable. Don’t use testimonials like that. Remember, we
live in world that’s full of lying, thieving, conniving con men who will try to swindle you out every last dime
you have. Look… with this increasingly skeptical world that we’re now living in, you must offer your
prospects more proof. Solid, verifiable, testimonial proof like so…

A picture says a thousand words. (The messages on those signs are far more believable than the typical…

“Fantastic marketing ideas! You guys have really created a wonderful product.”

…weak, semi-believable, & lacking written testimonials that are so common place in ads and sales letters!)

Here are a few more I’ve collected over the years from some of my carpet cleaner marketing students…

It’s important for you to follow all those instructions; otherwise it’s unlikely that you’ll ever see the photos.
Trust me… people will procrastinate… and you’ll be waiting around… FOREVER!!!

I hope you got some useful ideas from this newsletter. You can use most (if not all) of them to make a ton of
dough in your own business.

P.S. Did you enjoy that killer testimonial-photo strategy? How about that ingenious postcard strategy? What about that very clever "loop-hole" for getting around the paid advertisement" requirement most newspaper and magazines have? Well, believe it or not...that’s nothing!!! That's just the "tip of the iceberg" of some of the amazing money-making strategies,techniques, marketing models and more that I will be sharing soon (with 20 LUCKY individuals) at my upcoming “How To Make $5,000.00 A Day Working From Home Selling Information Marketing Products!” private Field trip I'll be holding on November 20th and 21st, 2009.

This private Fieldtrip will be held at my 11,000 sq. ft. Piranha Marketing Headquarters office (often referred to as "action-central" of the information marketing world..) where I (and my tiny staff) generate MILLIONS of dollars worth of sales selling our various continuity programs, home-study kits, seminars, and high end coaching programs. And for the first time ever, I'm opening my doors and letting 20 people take a private peek inside!

Spend Two “Hands-On” Days Right Inside My Tempe, Arizona Office, Quiz My Staff,

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Now, you can't sign up yet...it will be a couple of more weeks before I officially open the doors, however...right now you CAN put yourself on the waiting list so you can be one of the FIRST notified once we open up the doors, so you'll have "first crack" at securing one of these coveted seats!

(A word of warning. As you might imagine, these 20 positions will be snapped up fast, so when the doors open you will need to ACT Quickly!)

When you put yourself on the waiting list by clicking here now, I'll also load you up with a ton of killer marketing education...absolutely FREE!

In fact, here's a preview of just SOME of the valuable FREE marketing goodies you’ll be getting from me after you put yourself on the waiting list...

* For your swipe file! A copy of killer sales letter that I paid Gary Halbert $15,000.00 to write for me. This is a VERY RARE sales letter (that few people have ever seen) that has generated MILLIONS of DOLLARS in sales... Now YOU can have it absolutely FREE, and use it as a template to generate MILLIONS for yourself!

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* Another very cool little *surprise gift* I'll be sending you in the mail (your physical mail box)...keep an eye out for it!

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Do not miss this killer webinar where I will answer YOUR questions and reveal many of my best money-making strategies!

IMPORTANT! Many of the secrets I’ll reveal on this webinar are things I’ve never shared with anyone outside of my high-level $25,000.00 per person coaching groups, or my one-on-one consulting clients that pay me $20,000 a day!

That's right, you'll get all of this cool stuff for making tidal waves of money (at will) as an info-marketer...just for giving putting yourself on the waiting list!