A few weeks ago, I was listening to an interview that James Altucher did with Peter Diamandis and Tony Robbins. And right as I was about to fall asleep, Tony said:
“Peter was going to go to the Vatican… where, believe it or not, every two years they have this regenerative medicine conference that the Pope actually hosts.”
“Woof,” I said, suddenly wide awake. And I lifted my nose up in the air, like an Irish setter that scents some game in the bushes.
It turns out there really is such an event. It’s called the International Vatican Conference.
The last one, which happened last May, was attended by the Pope himself, along with Anthony Fauci, the CEOs of Moderna and Pfizer, Ray Dalio, Chelsea Clinton, Cindy Crawford, David Sinclair, Deepak Chopra, and of course, aging rock star Steven Perry, the lead guitarist of Aerosmith.
Unfortunately, this latest International Vatican Conference was virtual and not held in real life. Otherwise, you could write a Dan Ferrari-style lead, and paint the picture of the Pope walking down the soft red carpet in the gilded Hall of the Blessing, exchanging secret handshakes with Chelsea Clinton and wink-wink-nudge-nudging Ray Dalio.
I’m telling you all this for two reasons.
Reason one is that it’s a cool story I hadn’t heard anywhere before or since. If you’re looking for a hook for a VSL, now or in the coming months, I figure you can’t beat the intrigue of the Pope and Anthony Fauci and the CEO of Moderna in an invitation-only, world-shaping event held inside the Vatican.
Reason two is that maybe you don’t have a product to promote. Or your product simply doesn’t fit this Dan Brownish Vatican conference, and you’re struggling to find something equally intriguing.
In either case I would tell you, drop whatever you’re doing right now. And seriously consider creating a new business or at least a new product, built around this Vatican conference.
Because, as master copywriter Gary Bencivenga said once, great products are “those with a clear-cut, built-in, unique superiority supported by powerful proof elements.”
Gary’s advice was that you should create a product around a strong proof element to start, rather than create a product, and then start truffling out proof to support what you got.
Which is great. Only one thing I would add:
If you can additionally make your foundational proof dramatic and intriguing — again, think Dan Brown — well, then you’re really in for the kind of gold haul that would make the Vatican sit up and take notice.
So there you go. That’s my generational-wealth-building idea for you for today.
And when you do create your Vatican-scented regenerative essential oils, or whatever, and it ends up turning you into a multimillionaire, just remember me and send me a small finder’s fee. I’ll be grateful to you. And I’ll use it to take a trip to Rome and visit the Vatican — but just the outside.
Oh, and sign up for my email newsletter. You won’t believe the secrets and intrigue that are hiding inside.