Yesterday I heard marketing coach Rich Schefren tell a “How did he get away with that?” story about the first time he bought a Jay Abraham product:
The product was supposed to arrive in a month.
But it didn’t arrive in a month. Or in two months. Or three.
When it eventually did arrive, some six months later, it came with a letter written by Jay. The letter said something like:
“Here is the product that you ordered from me and boy, are you lucky I decided to hold off on releasing it! This extra time allowed me to add in all these extra case studies and valuable modules and colored streamers that will do x, y, and z for you!”
And for the record, today, many years after this first experience, Rich counts Jay as one of his two biggest mentors.
My point being:
Jay’s ploy may have been transparent. And yet, just like canned laughter on a TV sitcom, it still served its purpose.
In fact, what Jay did illustrates one of the essential functions of marketing. So let’s see if I can do it:
You’ve probably heard me mention my book 10 Commandments of A-list Copywriters. This book is short, only 40 pages. And if I could have, I would have made it even shorter and even easier to read.
But I needed at least this many pages to cover all 10 of these commandments, the best you-won’t-find-em-on-Facebook copywriting strategies I’ve come across so far.
And since I wanted to make each of the commandments crystal clear, I also included 3 supporting real-world examples to make each comandment stick in your mind. So 40 pages really was the minimum to do all that.
Anyways, if you haven’t yet seen this book, you might find it both valuable and a quick and easy read. In case you’re interested: