It's not a secret because it's only known by a few. It's a secret because so few marketers use it.
Those who have studied direct marketing will know Gary's name. If you don't, for this post, just take my word that he was one of the greatest marketers ever.
This is what he said that I've never forgotten: you can't multiply zeros.
Curious and somewhat cryptic.
Well, anything times zero is still zero. We all learned that in elementary math, right?
To quote Halbert,
"I don't care if it's a direct mail letter, a website, a newspaper ad, magazine ad, radio or TV commercial or whatever. If it's a "nothing" message, I don't care how good your ad layout is, how well the ad is typeset. If it's a radio commercial, I care NOT how good the sound effects are or how vibrant, pleasant and commanding the announcer's voice is. If it's a website, I don't care how many website/internet secret tricks and techniques you know."In Halbert's words,
" . . . the 'zero' I'm talking about in this case is a vapid, limp, non-compelling sales message."Try to sell any product or service with a non-compelling sales message, regardless of what else you have, and the result will always be zero.
Good luck to you all,