The legend of Gary Halbert

by BillyBee 3 replies
Everyone loves to say what a genius Gary Halbert was, but here are some thing I saw him say on video recently:

- You should ONLY take Visa and MasterCard. Adding more payment options for your customers such as American Express and Discover will hurt your sales. (Really? I don't know anyone -- including myself -- who didn't see an increase in sales after taking more credit cards and PayPal.)

- You will make more money by ONLY allowing people to call you on the phone to order, rather than also letting them order online.

- If you are releasing a new product to your list, you will make 20 (TWENTY!) times more sales by direct mailing your list rather than emailing your list. (C'mon, 20 times?)

There is lots I DO love about Gary Halbert --- I love his newsletter, I DO see his brilliance on occasion, and may he rest in peace, but he strikes me as someone who maybe said things for shock value.

Just curious for other insights or opinions on the guy. Is it really true he once mailed every household in the United States?
#main internet marketing discussion forum #gary #halbert #legend
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  • Profile picture of the author Scott Ames
    He tested. I'm sure that's how he knows. Are those things still true? Don't know, didn't test.
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    Success consists of going from failure to failure without loss of enthusiasm. -Winston Churchill

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  • Profile picture of the author MichaelHiles
    Here's the thing about any and all experts in any field.

    They can be wrong.

    Not that they were inaccurate or intentionally misleading. Even in testing, a particular frame of reference or circumstance can change. There are a lot of variables in marketing ANYTHING and many, many moving parts.

    That's why all serious marketers TEST TEST TEST and then TEST TEST and TEST some more.
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  • Profile picture of the author The Copy Nazi
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    Originally Posted by BillyBee View Post

    Everyone loves to say what a genius Gary Halbert was, but here are some thing I saw him say on video recently:

    - You should ONLY take Visa and MasterCard. Adding more payment options for your customers such as American Express and Discover will hurt your sales. (Really? I don't know anyone -- including myself -- who didn't see an increase in sales after taking more credit cards and PayPal.)

    - You will make more money by ONLY allowing people to call you on the phone to order, rather than also letting them order online.

    - If you are releasing a new product to your list, you will make 20 (TWENTY!) times more sales by direct mailing your list rather than emailing your list. (C'mon, 20 times?)

    There is lots I DO love about Gary Halbert --- I love his newsletter, I DO see his brilliance on occasion, and may he rest in peace, but he strikes me as someone who maybe said things for shock value.

    Just curious for other insights or opinions on the guy. Is it really true he once mailed every household in the United States?
    Yes...he wasn't up to speed on the net - that much is obvious. But he was genius.
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