The Bookworm – Part XI by Ben J. Pritchett
I decided to do something a little bit different for this issue.
Why? Because I know some of you won’t be heading to Amazon or your local bookstore to get my recommendations because you simply don’t like to read. Likewise, I know others want more than a book can provide. Still others like sleuthing and ferreting out information for themselves. This month I’ll give you all some ideas.
Magnetic Marketing and dozens of other books
By Dan S. Kennedy
This guy should need no introduction, yet I’m often surprised by how many people in the coaching industry haven’t heard of him. Dan has to be responsible for more information and direct marketing millionaires than anybody else on the planet.
Joe Polish transformed himself from a carpet cleaner to a multi-millionaire coach and consultant from Dan’s teachings. Rory Fatt became the consultant to restaurants and is now known as a loyalty expert after coming across Dan. Bill Glazer went from running his family’s men’s clothing stores to becoming Dan’s partner and one of the world’s foremost marketing experts. And the list goes on and on … I could probably name two dozen here if I had the room, but I’m betting the number is well into the hundreds, or more.
Why should you care about any of that? Well, if his ideas and influence can create hundreds of millionaires and industry leaders then maybe his ideas can make you a better coach and consultant too. Right? What have you got to lose in a little study?
Magnetic Marketing is Dan’s flagship product, and it may well be the best-selling info-marketing product on the planet. It’s been around for nearly four decades and still going strong. Did you know that the original version was a recession survival guide designed to help people out when Jimmy Carter was president? It was, no kidding.
I’ve owned several versions of Magnetic Marketing – I’ve invested up to $495 perversion, and don’t regret a dime of it. However, I’m excited to be able to tell you that Dan released the book version last fall. It’s certainly not as in-depth as the info-product, but it’s a great primer for a fraction of the price. Grab your copy today, and if it whets your appetite, grab the whole program too.
By Jay Abraham
Next to Dan Kennedy, possibly the next best-known name in the marketing world is Jay Abraham. This fellow is brilliant. I once got to see him and Dan kibitzing on stage about their various war stories and achievements. I paid for the privilege, but it was worth every penny.
Jay is famous for many programs and ideas, not the least of which are his programs on Stealth Marketing, The Power Parthenon Strategy and most famously his concept of Pre-eminence.
His greatest marketing coup of all time is probably his famous Mr. X book. The story behind it is bloody brilliant. It goes like this: a client hired Jay to help grow his business, and the guy took meticulous notes on every idea and strategy Jay had presented to him. When all was said and done the client took all of Jay’s ideas, put them into a book and was going to sell them. Jay found out and sued the client for stealing his intellectual property and won.
Upon inspecting the book, Jay decided that it was worth selling, so he took it and marketed it himself … he was willing to let $50,000 worth of his ideas sell for a measly $397! I have a copy, and it’s 373 densely-packed 8.5″ x 11″ pages of first-class marketing information.
How’s that a marketing coup? Well, none of us are actually sure there was a Mr. X. Many people have mused that Jay may have written the book himself and made up an awesome story to sell it. Let’s face it, people don’t pay $397 for a book, but a manual packed with $50,000 of his best ideas, well, that’s worth more than a book, isn’t it?
I recommend you get the book noted above and then spend a little time on Google. Look for the sales letter for the Mr. X. book, and you’ll find it. I have no idea if the “Money-Making Secrets Of Marketing Genius Jay Abraham And Other Marketing Wizards” can still be purchased, but grab a copy of it too, if you can.
By Gary Halbert
I mentioned Gary Halbert in a previous issue of The Bookworm, but he’s worth revisiting, especially in this article where I’m talking about true titans of the marketing world.
As I’m sure you can imagine, guys like Dan Kennedy and Jay Abraham have no problem with strong egos. I once heard Dan say something to the effect that his worst day, Gary Halbert was a better copywriter than him on his best day. I don’t need to say more than that, enough said about his pedigree.
I’m also not going to say anything else about the books noted above, other than get them soon. Once you’ve got them ordered, pour a coffee and hit up Mr. Google with some searches about Gary.
For example, search his “girlfriend” ad. I kid you not; he once took out a full-page ad in a major US paper (the LA Times, I believe) looking for a girlfriend. It’s an absolute masterpiece of copywriting where he laid out what he was looking for, what he didn’t want and all about him. If most of us in the coaching and consulting game produced ads like that we’d probably be a lot happier about our clients.
Search how Gary masterfully advertised for Tova Borgnine (wife of famous actor Ernest Borgnine). Okay, I may be dating myself there, but he was a great actor who was active from 1951 until his death at 95 in 2012 – he even voiced a character on SpongeBob SquarePants.
Okay, I’m going to make it super easy for you: just go to www.thegaryhalbertletter.com where Gary’s family is keeping his memory alive with a true treasure trove of his writings and marketing wisdom. Learn and enjoy.
That’s it for this issue.
Whether you buy the books, or the programs, or don’t spend anything other than a few hours on Google, I’m sure you’ll find some gems to help you become a Six Figure Coach faster.
About Ben Pritchett
Ben Pritchett started his first business at the age of 15, and began his own consulting practice in 1991. For over 25 years he has worked with clients in many industries including restaurants, direct sales, software development, tourism, dimension stone (granite quarrying and manufacturing), aviation, and optometry, just to name a few. Companies coached by Ben have nearly doubled and tripled their revenues in a single year.
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