Without this, Internet marketing is a complete waste of time and money

23 replies
I'm going to tell you a secret about this business we're in. It's not my secret - it's something I read in Gary Halbert's newsletter years ago and it has stuck with me ever since.

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,

Steve
#complete #internet #marketing #money #time #waste
  • Profile picture of the author DustonMcGroarty
    Steve - GREAT post! I'm a HUGE Halbert fan and I soooo wish he were here today. I've ready through every newsletter of his I could find online, went through all his Youtube videos, read a few of his "Top-Secret Books" and still can't get enough.

    The man is a legend. Period.

    You're absolutely right. Without a compelling message, you're dead in the water.

    Another one of his quotes I always remind my members that is still valid today is... "People on the Internet are starving for two things... Content and Contact." (from 2007 at one of his last hide-away seminars)
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  • Profile picture of the author jeff09
    Originally Posted by Steve B View Post

    I'm going to tell you a secret about this business we're in. It's not my secret - it's something I read in Gary Halbert's newsletter years ago and it has stuck with me ever since.

    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,

    Steve
    Really Great. Thanks for sharing.
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  • Profile picture of the author Fleki
    Originally Posted by Steve B View Post

    I'm going to tell you a secret about this business we're in. It's not my secret - it's something I read in Gary Halbert's newsletter years ago and it has stuck with me ever since.

    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,

    Steve
    And my last three campaigns prove just that
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  • Profile picture of the author sekharsub
    I get the message Loud and Clear :-)
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  • Profile picture of the author Marc Rodill
    Yes you see this a lot with WSOs with fancy graphics that are blown up to 300% of the normal size, and they just look... super. Then the sales message totally sucks. Their loss!

    Marc
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  • Profile picture of the author Kurt
    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.

    Can someone show me Google's compelling sales message? Since Google is the successful entity on the Net, their sales message must really be great.
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    • Profile picture of the author Marc Rodill
      Originally Posted by Kurt View Post

      Can someone show me Google's compelling sales message? Since Google is the successful entity on the Net, their sales message must really be great.
      Google has a ton of sales messages, Kurt. What are you talking about? They have a ton of products. Hell I just saw a Chromebook advertised on TV yesterday. I wanted to buy it immediately.

      But if you're just referring to the search engine, I would say it's pretty compelling that any time I use any other search engine I just about lose my mind. Google delivers on their promise. That's compelling.

      Sheesh. Who attacks Halbert threads?

      Marc
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      • Profile picture of the author Kurt
        Originally Posted by Marc Rodill View Post

        Google has a ton of sales messages, Kurt. What are you talking about? They have a ton of products. Hell I just saw a Chromebook advertised on TV yesterday. I wanted to buy it immediately.

        But if you're just referring to the search engine, I would say it's pretty compelling that any time I use any other search engine I just about lose my mind. Google delivers on their promise. That's compelling.

        Sheesh. Who attacks Halbert threads?

        Marc
        If Google has so many great sales messages, it should be easy for you to show me one.

        I'll be more specific and refer only to the most profitiable aspect of Google...Can you show me Google's great sales message for Adwords?

        BTW, Google's search engine isn't a sales message, it's a product. And maybe it isn't the sales message that made Google worth 100's of billions of dollars, but rather a product many people want, and getting that product in front of lots and lots of people?

        I'll take a mediocre sales message for a decent product that is put in front of many interested people over a great sales message that no one sees or hears any day.
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  • Profile picture of the author paulbutler
    Sometimes its best to keep it simple. A simple solution to a big problem. People tend to make a purchase based on how your message makes them feel. Go for the heart...
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  • Profile picture of the author dhaniramkesari
    Can't agree more. Your sales message is everything!
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  • Profile picture of the author alvinchua91
    I guess it's not just hard work, but smart work as well to help us achieve success!
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  • Profile picture of the author MSMA
    This is something that really separates the marketing sheep from the goats. I find pro's are obsessive about testing and refining message. While amateurs flip through media, in hopes of getting lucky.
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  • Profile picture of the author Julius Minor
    Originally Posted by Steve B View Post

    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.


    Steve
    I think it depends on the product.. With software or plugins, they can pretty much speak for themselves..
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  • Profile picture of the author firehawk
    Anyone serious about making it and making it big in IM has to be good at copywriting.Unfortunately this is one key area most IMers are so poor at.In fact it's solid marketing where most guys struggle. What I do in my approach is this.Take copywriting and creative design together then cancel out writing and creative On the other side of the equation you get COPY DESIGN.Where at the heart I emphasize DYNAMIC MESSAGING.Can you imagine attaching all this to a QUALITY OFFER that is a real solution in a well executed campaign.
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    • Profile picture of the author Steve B
      Learning to write good sales copy often takes years of practice through much trial and error.

      But to write really compelling sales copy, that is a skill that should be one of the most sought after assets of any Internet writer.

      Suddenly, paying $25,000 to a professional for a product sales letter doesn't seem so far fetched when that single message brings in over a million dollars in sales. It's not the cost of the letter but the performance of the message in resulting sales that is key.

      The next time you get the urge to write your own sales letter, watch how a stranger reacts when he reads through the letter.

      If he rips off his underwear pulling his wallet out of his pocket, you know you have a compelling sales message.

      It really is that important to your success.

      Good luck to you all,

      Steve
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  • Profile picture of the author Mark Pescetti
    This is beyond true.

    If you fail to communicate the value of your product or service, it doesn't matter how good your solution is, nobody will buy it.

    Gary halbert also said:

    The written word is the strongest source of power in the entire universe.
    It's true.

    The written word can make you a bloody fortune. It's that powerful.

    However...

    Your words have to emotionally connect with your audience.

    That means...

    You have to know exactly what your target prospects are feeling... and WHY.

    The WHY is massively important, because it leads you to the circumstances that you'll write about in your copy.

    The circumstances you use will either trigger your prospect's emotion (making them putty in your hands) or leave them totally unaffected by your message.

    Here's the catch:

    You might LOVE, LOVE, LOVE your copy, but if it fails to resonate with the people you're trying to connect with, you'll just end up shipwrecked on the bottom of the sea of sameness with everyone else who should have made a fortune.

    It's not about appeasing yourself. You have to know what your prospects are feeling and meet them where they are. That's what gives you the substance to avoid broadcasting a "vapid, limp, non-compelling sales message."

    Mark
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  • Profile picture of the author writeaway
    This is truly profound. Seriously. I am taking this to heart.
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  • Profile picture of the author Devin X
    Banned
    Originally Posted by Steve B View Post

    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.
    I guess I'm one of the only ones who will disagree with this, primarily because it's really vague and offers no help to other members. It's tantamount to saying, "don't be a scumbag", but then neglecting to define what a "scumbag" is, and offering no alternative to being said "scumbag". Problem of definition...how would you define a "non compelling" offer? You know what I'm saying? Sorry, it's my job to be the dissenting voice around here, especially when there's a lot of hoopla rah rah going on.
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    • Profile picture of the author Steve B
      [DELETED]
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      • Profile picture of the author hsbinmarket
        Dear Steve,
        This post is like a real warrior post.
        WF is also useless if we dont find such posts and fail to broaden our knowledge and ideas.
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      • Profile picture of the author TheEye
        Gary Halbert was very good at writing sales copy for his copy writing services.

        A compelling sales letter for a great product will produce a fantastic result.

        A compelling sales letter for a dismal product will get you a bad reputation very fast.

        The sales letter only provides leverage, you need something of substance for it to work on.
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