May 7, 2010
Getting It Right
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.

Posted by Staff at 1:44 AM