Getting It Right
Robert G. Allen
boballen@robertallen.com
In the field of marketing, "getting it right" is very important. Sometimes success can hinge on just a single digit. Take this story for example:
About thirty years ago, Joe Karbo wrote a book called
The Lazy Man's Way to Riches
. He launched his $10 book with a full-page ad in the Los Angeles Times with the headline, "How to earn $50,000 a year the lazy way". Not a single person responded! Joe didn't give up. He was a master at marketing; he knew he had a good idea and if he could only get it right, then he would succeed. He placed his ad again but with a slight change. Instead of offering people an easy way to earn $50,000 a year, he changed it to $20,000 a year. His book was a huge hit making him hundreds of thousands of dollars.
Why did such a small change make such a huge difference? At the time, a good income was $10,000 a year. Earning ten times that was not believable, but earning twice that amount was. When it became more believable, then people were able to "see" what he was offering and responded.
Extracted from
Multiple Streams of Income
by Robert G. Allen. Contact Robert G. Allen at
boballen@robertallen.com
or visit his website at
www.robertallen.com
for more information. Permission granted for this article for use on DrLaura.com.
