Could there possibly be one single secret to success…
The answer to that is no.
Real success is achieved by what I call “cobbling” success principles together.
However, there is one success secret for entering the “Speed Wealth Zone” faster than anything else I know.
I have nailed it personally quite a few times for myself and importantly, for many others.
And quite honestly, it changed their lives forever…
In fact, they got to experience how it is possible to get rich quick and stay that way.
If you take the time to figure this one out, and sometimes I have just nailed it in a minute or two, would be glad you did.
The best way I can teach you this is to give you a bunch of examples and I will start with one of my favourites.
It’s the late, great legend Gary Halbert.
In my opinion, the greatest copywriter that ever lived…
I have just done a quick search on the Internet and I have found where Gary actually tells this story himself, so you will get to hear it in the master’s words.
I found it at: http://www.thegaryhalbertletter.com/
Let us begin. Once upon a time (when dinosaurs still roamed the earth) I used to work for Ernest Borgnine and his evil wife, Tova. They had a little cosmetic company called “TOVA-9” which was a breathtaking clever combination of the name “Tova” and the second syllable of Ernie’s last name.
When they hired me (the best move they ever made) I took them from grossing about $20,000 per month and being in debt… to… grossing about$800,000 per month… and… I managed to do this in less than half-a-year. This was done mainly by writing an ad for their main product, a facial cream which hardened into a mask. It was made by extracting some sort of ingredient from cactus plants which grew in Mexico. (I think before Tova got the rights to it, it was being sold by some guy in Mexico under the name “Happy Face.”)
The “BIG Idea” I came up with for selling that product in the United States was expressed in the headline I wrote which said:
Now, at last, you can have it too!
The Amazing Facelift In A Jar
Used By Hollywood Stars Who
Don’t Want Plastic Surgery!
But wait, there’s more! For a long time, Tova had wanted to add a perfume to her line of products. She travelled the world endlessly paying guys wearing twitter pants to take a shot at creating a fragrance which would please her.
One fine day, I’m reading the latest edition of The National Enquirer when I come across an article on how you can save money on your favourite perfume by learning how to make that fragrance yourself. The article explained how all perfumes have, as their main ingredient, something called an “essential oil.” It further explained how, if you know what that essential oil is, you can buy some of it for a pittance, mix it with a little water and alcohol… and PRESTO!… you have something smelling like Chanel #5 or Opium (or your particular favourite perfume) for a fraction of the cost of buying the real thing in a high-class boutique or department store. The article listed the name of the essential oils used to make the most popular and expensive perfumes.
That’s kinda interesting, isn’t it? In fact, I’d venture to say that article was built around a very fascinating “BIG Idea.”
Sir Halbert logged this intriguing information into the dark recesses of his demented mind and he proceeds to continue to journey through his pathetic little life.
On yet another fine day, the Prince of Print finds himself walking aimlessly through the streets of Westwood Village which is located just west of Beverly Hills. He comes upon an outdoor kiosk on one of the sidewalks of which he happens to be strolling. This little kiosk is filled with hundreds of test-tube-like thingys which are filled with different kinds of liquids. The friendly girl working in the little kiosk explains to ol’ Guru Gary each test-tube-like thingy contains a different kind of essential oil… and how… she sells those essential oils to women who like to concoct their own perfumes.
Hmn. Quite interesting.
The Prince queries the sales girl, “Is there any one or two kinds of essential oils which women seem to like better than the others?”
“Oh yes!” she responds. “This one. It’s called ‘China Musk’ and women much prefer it over all the others.”
“No kidding,” the Prince continues. “Why doesn’t someone pour China Musk into a bottle, mix it with a little water and alcohol and call it ‘ABC Perfume’?”
“Gee, I dunno. That sounds like a good idea,” the fair maiden replies. “I guess it’s just nobody ever thought of it.”
Hmn. Well, Numnuts Halbert was sure thinking of it, and he bought a test-tube-thingy of that stuff and took it to a high-end jeweler.
“I want you to make a real fancy bottle to hold this liquid,” I told the jeweler. “Then, I want you to have the name ‘Tova’ etched into that bottle.”
A few days later, I picked up the bottle (it looked great), poured some China Musk, water and alcohol into it, screwed the top back on… and VOILA!… I created TOVA PERFUME!
Hey, that was a neat, not-so-little “BIG Idea,” wasn’t it?
Another few days later, I haul my silly ass down to Melrose Avenue in L.A. where Tova and Ernie are engaged in a photo shoot. (It takes Tova 5-1/2 hours to get ready for a photo shoot. It takes Ernie 45-seconds.) During one of the breaks, Tova comes out, I tell her I have a little present for her and hand her the bottle.
“What’s this?” she asks.
“Your new fragrance,” replies Numnuts Halbert.
She looks very, VERY dubious… but… she opens the package… admires the bottle… twists the top off… and… ever-so-softly inhales the aroma.
“Oh… my… God!” she exclaims. “THIS IS IT! It’s perfect! It’s just what I’ve been looking for! How did you make it? How did you develop the formula?”
“Tova,” I calmly reply, “you wouldn’t believe how much work and experimentation I’ve put into this. I’ve hardly had a wink of sleep for nearly three months. This project has involved me in the most difficult research I’ve ever done in my entire life!”
Before we can talk more, she gets called back into the photo session.
I leave, but Tova and I get together a few days later. By that time, I have designed some truly elegant packaging for her new fragrance. She wants me to tell her the secret formula… but… I tell her I want to wait until we’ve had a “perfume launch” and find out if the public likes this fragrance as much as Tova and I do.
She reluctantly agrees and suggests we have the perfume launch at Candy Spelling’s boutique. At that time, Candy was married to Aaron Spelling (the mega TV show producer) and she had a boutique in Beverly Hills which would hold maybe 150 people maximum. I told Tova, if she was going to let me advertise the perfume launch my way, she’d need a place much, much larger than Candy’s boutique. When she asked, “How much larger?” I answered…
“Like The Century Plaza Hotel”
It took her a few minutes to recover from my answer but, you know what? She actually went out and rented the entire bottom-half of the Century Plaza Hotel. She really did. For real.
Then, I wrote an ad. We ran the ad in the Los Angeles Times… and… that ad… got more than 7,000 (seven thousand) people to come to the perfume launch! And… that perfume launch was held on a weekday afternoon!
In fact, if it hadn’t been for the Fire Marshal, there would have been more than those 7,000 people at the perfume launch. The Fire Marshal said he simply couldn’t let any more people into the hotel due to fire regulations.
That launch caused such a sensation, it got mentioned in Time magazine. Plus… we got millions of dollars’ worth of unsolicited purchase orders from Burdines, Filines of Boston, the May Company and various others including the Federated Chain. At that time, the Federated Chain was the biggest chain of department stores in the world.
Why was that perfume launch so successful? Because the ad I wrote to promote it was written around a really terrific “BIG Idea.” If you’ve got even one drop of marketing blood in your veins, you’ll comprehend this particular “BIG Idea” in a flash as soon as I tell you the headline of the ad. Personally, I think it’s the best headline ever written… and… here it is… so… you can decide for yourself:
Wife Of Famous Movie Star Swears
Under Oath Her New Perfume Does Not
Contain An Illegal Sexual Stimulant!
The ad went on to explain how Tova was willing to give away thousands of samples of her new fragrance… just to prove it was safe to wear in public!
The entire town was buzzing! “What did she put into the perfume?” “Is it a legal sexual stimulant?”
But, Guru Gary wasn’t finished yet. In the middle of the launch with thousands of people watching and the TV cameras rolling, I had a special gift delivered to Tova right there as she stood on stage. The gift was delivered to her in a velvet-lined box which was handcuffed to the wrists of two huge, muscular handsome men dressed in tuxedos I had hired.
Want to know what that special gift was? I thought so.
It was 13 real gem-quality sapphires. Why 13?
Each One Commemorated A
Sacred, Secret Ingredient Used
In The Making Of Tova Perfume!
Per my instructions, Tova raffled off those sapphires to the audience in full view of the TV cameras.
How’s that for yet another “BIG Idea”?
Which brings us to the question, “Are good ideas really all that important?” Not only are they important… they are CRUCIAL! Know this:
Walking On The Beach And
Coming Up With One Good Idea
(If You Implement It) Is Worth
More Than A Lifetime Of Hard Work!
How did those ideas work for Tova’s perfume? Let’s see, I created that campaign in 1982 or 1983 and…
Tova Is Still Selling
A Zillion Gallons
Of That Stuff On QVC!
It’s Mal again guys, wasn’t that a great story!
My sense of it is this blog has gone longer than I ever anticipated, I didn’t intend to actually copy and paste from Gary’s own words, I intended to tell the story myself to you.
However, when I found it in Gary’s words, I couldn’t help the temptation to let you hear it from the master himself.
So what did Gary actually do?
He nailed the “BIG IDEA” and the “BIG IDEA” was his headline.
That’s what caused the stampede of people, that’s what caused a traffic jam, that’s what caused orders for her perfume to come in the thousands literally overnight.
They didn’t wait years to be successful, it happened in an instant.
That’s called “Speed Wealth” and it can happen for you if you can really nail the “BIG IDEA”.
Anyway, the next blog I will reveal a whole pile of my own “BIG IDEAS” that have worked gangbusters for my clients and myself which has allowed us to enter the “Speed Wealth Zone”.
All the best,
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.