Gary Halbert's
Guide To The Core Secrets And
Desires Of Different Groups Of People...
And... How To Exploit Those Secrets
And Desires To Make Yourself
A Lot Of Money!
Gary Halbert
Cherrywood Publishing
3101 S.W. 34th Ave. #905-467
Ocala, FL 34474
USA
Phone: (305) 534-7577
Email: NoSexGary@aol.com
Website: www.TheGaryHalbertLetter.com
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Before I get into the "Core Secrets And Desires Of Different Groups Of People... And... How
To Exploit Those Secrets And Desires To Make Yourself A Lot Of Money", I'd like to take just
a minute of your precious time and say, "Thank You."
Thank you for ordering my "Electronic Marketing Seminar Package".
Because you ordered that package, you are receiving this e-book, "Core Secrets And Desires
Of Different Groups Of People... And... How To Exploit Those Secrets And Desires To Make
Yourself A Lot Of Money", ABSOLUTELY FREE. And since I obviously cannot send the
physical audio tapes of the "Electronic Marketing Seminar" to you via email, they are being
sent to you separately by courier.
As you may remember, I conducted a brainstorming session at Universal City in California
on January 16, 1994... just hours before California experienced a monstrous 6.6 earthquake.
And even though my girlfriend's apartment suffered massive damage (a very heavy dresser
smashed down on my head, her computer was destroyed, her artwork from the walls crashed all
over the floors, the furniture was now kindling, the refrigerator had fallen forward and the
doors to it and the freezer were ajar, all kinds of food and various liquids like orange juice and
milk had spilled out onto the kitchen floor, etc.)...
My Seminar Tapes Had Been Spared!
In that brainstorming session, I asked the attendees to give me an overview of how people all
over the world were (then) using computers. I got them to explain their strategies for profitable
computer marketing. And I bet as you listen to these early strategies, you will find a few of
them just might be immensely profitable if they were implemented even today.
And that's why you should immediately listen to the "Electronic Marketing Seminar" tapes
just as soon as you receive them. You will hear me live in action extracting the core secrets and
desires of Internet users... and... you will hear me develop ways to use those secrets and desires
to sell products or services.
And I highly, highly, highly recommend you listen to those tapes several times a year. And I
highly, highly, highly recommend you read this free bonus e-book several times a year as well.
That's how GREAT marketers stay on top of their game.
Thank you... and...
Here's EXACTLY How To Exploit
The Core Secrets And Desires
In YOUR Marketing Endeavors!
Copyright © 2005 Gary C. Halbert
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A Little Side Note: For the sake of my writing this bonus e-book and your reading it, when I
refer to individuals within a group, I will do so as "he" or "him". Please do not take offense. Of
course I realize there are "she's" and "her's" in these groups but I believe it to be totally
unnecessary and redundant to say "he/she" or "him/her". What IS important is... you get the
gist of what I'm saying about each particular group of people. Thank you... in advance... for
accepting my "politically incorrect" written word.
The elderly customer: The senior citizen group in America is one of the most profitable
pools of customers to which you can direct your sales pitch. Why? Because almost all of them
have one thing in common... and that is...
They Are Lonely!
They are lonely in spite of the fact they may have a large family and a pool of friends. But,
the true fact of the matter is, they have a lot of time on their hands.
Older people want to contribute. They want to be involved in activities. They want to be
surrounded with projects. And above all, they do NOT want to feel left out and useless.
Loneliness is a problem the elderly customer, to some degree, is facing in many ways just
about every day. What the elderly customer wants to do, and what is very important to him, is
he wants to be able to get through his life without the help of his relatives, friends or other
people. If he cannot do this, he feels a really depressing dependency upon them which is very
unpleasant for him.
The elderly customer usually has an understanding personality and really wants to fit in to
some place... to belong. He also wants the peace of mind that comes with knowing he is
sincerely wanted.
To the elderly customer it is very important you remember that decision-making is not
urgent. When this type of customer is unsure about any sales or buying situation, he'll want to
take his time to mull it over and most likely seek advise from a friend or a family member. He
desperately wants to believe in the closer (the person selling him something), but elderly people
are aware they are always being taken of advantage of and are often considered prey by
unscrupulous sales people.
You need to know how to treat an elderly person, and right off the bat, the one thing you
must do for this kind of customer is you must slow down your sales presentation. Somebody
trying to sell an elderly customer has to be deliberate with his words and he has to demonstrate
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understanding and have a sincere attitude towards the elderly.
Above all, if you are selling to an elderly person, you cannot make a sale by pushing or
pressuring the customer. What you really have to do is to build up... so... when you get to the
decision-making point, you have led this person slowly, steadily and I will use the word,
"gentlemanly", toward making a decision to buy what it is you are selling. If you are selling to
the elderly market, you need to show warmth, you need to show charm.
If you are talking to them in person, you need to listen to his stories and, above all, you need
to have patience. Plus you must have ever-present empathy. You want to make the elderly
customer feel wanted, appreciated and needed. You cannot shove this type of customer around
and make a sale. The key is to get the customer involved and gain his trust. When this is done,
you will not only have made yourself a good friend... but... you will probably have made
yourself a sale!
The younger customer: When I am talking about the "younger customer", I am talking about
a young, single person or perhaps a young couple without children. These people have one
thing very different from other customers and they have a very common factor when it comes
to selling them something. What they are really looking for is...
Excitement!
It is very important to them they purchase things exciting to them and which gives them a
little more status than the people with whom they associate. They want to be thought of as
having an "edge" or a "special device" other people their age do not have. They want something
that will put them ahead of people in their own age bracket. And they are very aggressive when
it comes to self-advancement.
Now, almost all younger customers will have financial problems and almost none of them
will be willing to admit it... even to the person who is trying to sell them something. But, they
do have something in most cases which counter-balances this negative problem. They are
willing to do something to change things.
If you are selling to this particular group, you need show friendship, authority, leadership,
and you need to demonstrate a great deal of excitement about what it is you are selling. You can
actually turn the younger customer into an impulse buyer if you use enough excitement during
your sales presentation.
It's worth bearing in mind when you are dealing with young people, you'll often have to
work out a payment plan or some type of financing arrangement. It is important for you to
remember as you are doing this, you should always act as though it is a "normal part" of the
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sale procedure and by them buying something in a payment plan, it in no way makes them feel
inferior.
When you talk (or write) to these people, you can actually talk (or write) "faster" than you
can to the elderly customer.
You should also know this group can be intimidated into a sale in some cases. I hope you
don't have to do this very often because I think without intimidation.. but... with enough
excitement and a logical sales presentation... you can lead them to the right decision. And that,
of course, is to buy whatever it is you are selling.
When you are selling younger people something, YOU need to be seen as an exciting person
and extremely confident in yourself.
In short, the younger customer will almost always buy if he is excited about what it is you
are selling and believes in it. You should always endeavor to keep this kind of customer...
Fascinated With What You Are Selling!
The middle-aged customer: Usually, a middle-aged customer will have a family. Of course,
this is not always true, but it is true most of the time. It is also very likely the middle-aged
customer has a good education, is working his way up the "corporate ladder", and is at that
special age where he is not a youngster anymore, but neither is he ready to retire. This type of
customer almost always wants more from life than he currently has... and... he is concerned
about his future.
I want to say that again...
The Middle-Aged Customer Is
Almost Always Concerned About His Future!
He is aggressive and tries to think about ways to improve his future. Something very
important to this group of customers is trying everything he can think of to stay younger than
his actual age.
The middle-aged customer is a person who believes deep down everything is going to
change for the better. And he believes this will happen through a sudden lucky break or a good
run of fortune.
He wants good things for his family and is willing to fight for them. He can make his own
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decisions and usually can take care of any problem or situation he encounters. He is the bread
winner of the family.
When you are selling to a middle-aged person (and, as a matter of fact, to almost anyone),
you need to make a special effort to become his friend. You should always show the middleaged customer respect and an aberration for him and his family.
This next tidbit is very important. You should not overdo it... but... you should always treat
this customer...
As Though He Is Actually Younger
Than His Real Chronological Age!
You should always be sure to tell the middle-aged customer his future looks great. Build the
customer up, work on his ego and create a vision of a positive world for him. And above all,
show this type of customer how your product will contribute to his future success. Make him
feel very special.
Use emotional appeals which involve his family's future... and... compliment him on the
progress he has made so far. But, be very careful with your compliments. Do NOT give him
phony compliments. If you cannot give your customer a sincere compliment, don't give him a
compliment at all. You should speak to him as an equal and let him know you believe he has
what it takes to make it big in the world. But, I repeat, do not pay this customer phony
compliments. The middle-aged customer will spot it immediately and you will not make the
sale if you do that. All of your compliments need to be honest and sincere. This type of
customer can identify fake compliments in a micro-second.
These are some of the psychological ramifications of the middle-aged customer. So pay
attention to these type of things in your in-person sales presentations, your telephone sales
presentations, your TV presentations, radio presentations, sales letters, newspapers and
magazine advertising.
The Black customer: Black customers are unique and they can be divided into "older Black
people" and "younger Black people".
If you are dealing with an older Black person, you have to remember he has very vivid
memories of the world when it was very different as far as Black people are concerned. He will
remember very clearly what it was like to experience an awful degree of prejudice. He will
remember what it was like when bathrooms were labeled "White Only", and when water
coolers were labeled "White Only", and when he could not eat in the same restaurants as the
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"Whites". So he is likely to be...
Very Cautious In His Purchases And
Very Selective And Careful About His Buying!
He has to have almost total trust in the seller before he will buy from that person.
Another thing is, he doesn't want to take chances with his finances. If he can't buy something
rather easily from a financial point of view... and... if the finances are not handled in an
uncomplicated matter, the older Black person will probably not buy what you are trying to sell
to him.
But on the positive side, an older Black person is wonderful at generating referrals. If you
gain their trust and sell something of good value, he will become a good, solid customer and
he will tell other people about what it is you are selling (and how you treated him).
Now, the second type of Black customer is simply younger and middle-aged and has grown
up in a totally different world. For the most part, he will not have a personal memory of the
oppressive prejudice his elders had to endure.
The young Black customer is looking for every opportunity to advance and make his
situation better. He is a very willing buyer and eager to listen to a good sales presentation.
However, the younger Black customer has to see very clearly how your product (or service)
will contribute to his future plans.
This customer can... and will... get very excited about a product if the seller is genuinely
excited and enthusiastic about the product himself. This customer is an extreme impulse buyer.
When you are selling to this group, it is almost impossible to be too emotional or too excited
about what you are selling to him. You should explain the buying opportunity is unique and
how your product is unique and how it will make him stand out from his peers.
Another thing: This customer buys (or doesn't buy) whatever you are selling based on the
trust you inspire in him. So, you want to be sure you, yourself believe in what you are selling.
If your enthusiasm and excitement about what you are selling is fake, the younger Black
customer...
Will Recognize It In A Micro-Second... And...
Slam The Door On Your Sales Activities!
The Hispanic or Latino customer: The first thing you need to know about Hispanic and/or
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Latino customers is...
These People Are Almost Totally Family-Oriented!
When you are trying to sell them something, it will be to your advantage to involve the
entire household. The Hispanic/Latino customer will buy rather easily if they feel you are being
honest and understanding towards their personal situation. In a way, to sell to the Hispanic
customer, you almost always have to become a part of the customer's family, and the prospect
will actually invite this type of relationship if you show him a personal concern and sincerity.
If you are selling your product or service on a payment plan, this customer will usually make
payments on time... even if... the entire family (including distant relatives) have to help out.
Also, almost all Hispanic/Latino customers (I'll just refer to them as "Hispanic" from now
on) have a very religious background... and... friendship means a great deal to them. If they are
happy with what you have sold them, they are among the best referral people in the world. If
you treat them with respect, there is a good chance that customer and that customer's ENTIRE
FAMILY will recommend you, your product or your services to all of their ethnic community.
One way to sell them is to make the customer feel you are working with him to get the best
deal possible.
The Jewish customer: Any time you make a presentation to a Jewish customer, it is
imperative you be very brief.
The Jewish customer probably already knows all he needs to know to make a buying
decision on the product or service you are trying to sell him. What the Jewish customer is
interested in is just one thing...
The Bottom Line!
He wants to know if he is or is not getting a deal. The Jewish customer is somewhat very
easy to deal with if the closer simply presents him with the best price possible and refrains from
trying to give him a long sales presentation. This customer is NOT the easiest person to sell.
You definitely should NOT confront the Jewish people with the long type of sales presentation
necessary to sell other groups of people. Basically, if you do that, they will simply walk away
from your selling endeavors.
When you are presenting to Jewish customers, you should show professionalism and always
be low-keyed. Keep the Jewish customer the center of interest and importance and you should
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offer him the best deal humanly possible. And, don't make the mistake the Jewish customer will
not already know what the best deal is... because... to him... it is all about the bottom line. They
will already know the best possible deal they could get on what you are selling... often...
BEFORE you even make your presentation.
The Oriental customer: The Oriental customer is almost always introverted. He is a very
logical and deliberate thinker. Therefore, when making a sales pitch to an Oriental customer,
you should use logic and documented facts. These customers are almost always intelligent and
quiet thinkers. They are not easily excited and they do not easily get enthused over a product.
The Oriental customer is business- and consumer-oriented in most respects.
If you are an extroverted sales person and you are talking to an Oriental customer in person,
you will probably find it difficult to establish rapport with him. On the other hand, if you are
low-key, deliberate, and you present documented arguments, proof of the value of what you are
selling, and show extreme sincerity, honesty and good common sense, you will very likely
make a sale to this customer.
If and when you have convinced this customer of the value (or quality) of what you are
selling...
He Will Buy... And...
He Will Buy Hard!
Notice I said, "when you have convinced this customer". That means your job (as the seller)
is to lead him by the hand in an intelligent, orderly, scientifically, factual, documented way...
until... he makes the right conclusion. Which is, of course, to buy the goods or services you are
selling.
Accountants: Accountants are almost always skeptical and conservative in their thinking.
They feel a very strong need to study all of the financial statements about the products and
services they are buying. They are very insecure and they have a need to display how their
accounting education protects them from making bad decisions. They will fake this even if they
do not understand the subject being discussed.
Having said all this, you should know accountants can be "closed" (sold) often by using...
A Negative Presentation... And...
Applying Steady, Intimidating Pressure!
You should allow the accountant to think he is in control. If you do this, the accountant will
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very likely trick themselves into making the sale. The trick is, to write your presentation in such
a way, the accountant thinks he can see advantages from buying from you... that you, yourself
are not even aware of.
Residential and commercial builders: These people are almost totally money-oriented and
will buy anything if they can be shown the product or service will add to their wealth. They are
a very positive group of people and are definitely a decision-making group of people. They do
NOT want you to go into great detail about a product or service... but... they DO want you to go
into enough detail so they can be fairly sure the product is sound and will advance their
financial gains.
Usually these people are very personable and they are willing to take a chance. These people
are great sellers, which means they are buyers all the way. They can be closed by showing
logical and financial advantages of purchasing the products or services you have to sell. It helps
if you are very excited about what it is you are selling to them. When you are selling to these
people in print, in person, on TV or whenever, you should use a very positive and very
aggressive sales presentation.
Construction workers: I am talking here about the people who actually do the work of
building things and not the owners of construction companies. These people are open-minded
and they want a good deal. They are hard-workers. They play hard. They buy on impulse. They
get excited if the seller is also excited. The more excited you are, the easier it is to motivate
them. They are aggressive. They are individualistic in their thinking. They can be closed by
pressure... especially... if it is aimed at the future security of their families. They could also be
closed by very positive, enthusiastic presentations. When you sell to these people...
Work On Emotions And
The Ownership Advantages
Of What It Is You Are Selling To Them!
Let's talk about another type of construction worker. The last construction worker I talked
about might be considered "light" construction workers. What I want to talk about now are the
"heavy" construction workers.
The difference between these construction workers is...
The "Heavy" Ones Usually Make
Considerably More Money!
They will buy if they are "sold" and they will buy hard. They will spend a LOT of
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money. They are good for referral business. They are very open-minded.
You can close them with either negative or positive sales presentations. But a real key to
closing them is... to make friends with them and show them the ownership advantages of
buying what you are trying to sell.
Dentists: I know a great deal about dentists, and dentists absolutely hate their lives. They
have just about the highest suicide rate in the United States, the highest divorce rates, and so
forth. Think about it, their lives are planned out minute-by-minute. They know what they will
doing at 10:30 in the morning or 2:15 in the afternoon on any given day.
They all feel somewhat inferior because they didn't qualify as physicians. When they go to
dental schools, the object of the dental school is to suck every last ounce of self-esteem out of
them.
Still and all...
They Are Thinkers!
They are absolutely NOT impulse buyers. If you want to sell to them, you have to use a lot
of logic and give them a lot of facts concerning your product. They will make a positive buying
decision if you sell to them in a professional manner, and you have to use facts and a very
logical sales presentation. One of the things I would suggest is, you explain in GREAT DETAIL
and enthusiastically how buying your product and service can lead them to a better life... and
best of all... it can lead them to a life which could provide them financial freedom (if that's your
type of product) and enough financial freedom to leave the field of dentistry. Almost all dentists
absolutely hate their profession.
Engineers: Engineers are, as you would expect, "numbers" people. They want to examine
and analyze everything. They are serious thinkers. And to a great degree, they are
procrastinators. They are absolutely NOT impulse buyers. They are difficult, but not impossible,
to motivate. They think very logically. They use a lot of reason and very little emotion. They
can be closed by negative presentations which use logic and facts. They have to think they are
in control. They have to think they are (in a sense) conducting the conversation... whether or
not that conversation is occurring in their heads as they read a written sales pitch or occurring
in reality if you are talking to them. They will trap themselves into a positive buying decision if
you give them enough time. At least, this is often true.
Now, I am going to give you a core secret about engineers almost nobody but me, Sir Gary
of Halbert, knows. Every engineer I have ever met...
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Hated Being An Engineer... And...
Wanted To Be An Entrepreneur!
They will quit their jobs at the drop of a hat if you dangle the realistic prospect in front of
them of making more money selling real estate or becoming a professional investor or
something else.
The only people I know who hate their jobs more than engineers are dentists. In fact, it is the
engineer group which contains the highest percentage of people who want to change their
occupations. There may be some way you can use that usefully in your sales presentation.
Farmers: These people are extremely conservative in their thinking and are strong
individualists. They can make a decision when they want to... but... if they don't want to... it's
almost impossible to change their minds. They are usually courteous and personable and will
give you the benefit of the doubt.
Having said all that, you need to know, they are very difficult to sell. Actually, if I were
given a choice, I would not attempt to sell farmers at all. They are just too damn difficult to
deal with.
By the way, I will tell you a secret that, once again, only somebody who is a student of
humanity as much as I am knows. Of all the groups of people... groups of men that is... it is the
farmers who have the LOWEST testosterone levels in the world, And there is a reason for this.
On the other hand, the men who have the HIGHEST testosterone level are those who are
competitors, like professional athletes, businessmen, congressmen, entrepreneurs, etc.
Farmers are not competitors. They actually are more likely to be people who help each other
because, generally, there is no competition among farmers. They are all doing about the same
things. It might be useful in some way for you to know they have a very low testosterone level.
One of the ways that might be useful is, it would probably be futile to attempt to sell a farmer
some type of sexually oriented product. It would be my guess a smaller percentage of farmers
read "girly" magazines and watch porno movies than any other group of men in the country.
You can take that for what it's worth.
Entrepreneurs: The most important thing you can do when you are trying to sell an
entrepreneur is...
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Show Admiration For Their Success!
You should give a very positive and enthusiastic sales presentation. And you should
remember these are people who have perhaps the highest egos in the country. If they don't have
the very highest egos, certainly they are contenders for the top ten in high egos.
They are very open-minded and aggressive in their thinking. They are inclined to make
buying decisions on the spot. They like to be known for their decisiveness. They like for other
people to think they know the score, the real truth about almost everything. They are almost
always self-motivated and optimistic. Above all, when you are selling to these people, don't try
to sell them in a lackadaisical method. Do be enthusiastic about what it is you are selling. Do
show them how what they are buying can improve their status in the eyes of other people
(namely, in the eyes of other entrepreneurs), and how what you are selling can advance them
financially. These people are the ultimate in "keeping up with the Jones'". In fact, they don't just
want to keep up with the Jones', they want to race PAST the Jones' in their $70,000 car while
they are basically giving the finger to all of those they outpace. That may sound a little bit
crude to you, but I think it paints a kind of vivid entrepreneur... of which I am one.
Executives: This may be hard for you to believe but, these people...
Crave Leadership!
All day long, all night long, they are all always looked to for leadership. They are selfmotivated and optimistic... but... when it comes to something new, they need a push from
somebody they can regard as an expert.
An interesting thing about executives, very high-powered executives is, they are the most
frequent customers of women who appear to be sadistic and doministics who tie them up and
make them do humiliating things. They are so used to being the boss and shoving people
around, it is relaxing for them to be treated like a slave. Now, they don't take this too far and I
don't suggest you attempt to sell them by offering them a bonus of being treated like a sex
slave. But, they do want to be told... they want to be led... because it is a relief for them.
One thing you want to do with these people, but you want to do it rather subtlety is, you
want to work on their ego. That's because they are often unsure of themselves and they are
never quite sure they really should be the boss. They sort of have an inner fear they are fooling
people. Assure them in a tactful, intelligent way, they do deserve to be the boss and they have
positive qualities that make this so.
Factory workers: These people are a dying breed in their family. They desperately want
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security for themselves and their families. They are money-conscious and very skeptical. They
think, justifiably so, everybody is out to get their hard-earned money. They are basic thinkers. If
you are going to sell them something, they need to see proof your product or service is going
to improve their lives.
If you think about it...
Factory Workers Are Among The People In America
Who Have Been Screwed By Just About Everybody!
They are being screwed by the government, screwed on their taxes, and screwed out of their
pension plans. Sometimes it seems like the whole world is against them and, not only that, they
have reasons for valid insecurity. Right and left, almost every day their jobs are being
outsourced to third-world countries.
They are difficult people to sell to. They wouldn't be who I would go after but you can make
a lot of money selling these people good basic things at good prices.
Government workers: These people are absolutely not self-motivated. They need leadership
to exist. They can hardly get enthusiastic about anything. However, if you sell them something
that gives them the idea your product or service would enable them to leap frog... leap frog past
the people they compete with... then they are likely to buy.
They are very security minded. A really good closer can turn them into an impulse buyer.
But, remember they are very bureaucratic in their thinking, and of all the groups of people you
deal with, these are the number one group of people who have to be pushed into making a
buying decision. They can sometimes be closed by using a low-key presentation. If it were me,
I would try to use intimidation to get them to buy. I would push them like crazy, and especially,
I would show them the advantage of how they could advance a grade or two in their pathetic
Government jobs. It is difficult for me, personally, to sell to this type of people because I have a
such low regard for them. But, perhaps, you are a more generous person than I am, and if that's
so, and if you can relate to them, then by all means, sell to them.
Jewelers: Jewelers suck! Almost none of them can identify a real diamond from a fake
diamond. They think they are individualist, but they are not. They think they are artistic, but
they are not. They do have an air of confidence about themselves and that comes from the fact
they do know more about what they are selling than the average person who comes into their
jewelry store to buy. But jewelers do not know dudley squat about what they are selling
compared to somebody who has gone to the Geological Institute of America a couple of times
(such as I have). They could be sold by using a good solid, positive sales presentation. They
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could be brought to a decision-making point by building up their egos. But, you are going to
have to be phony when you do this because these people suck. You should lie and show
admiration for their artistic taste.
Lawyers: Lawyers think they know everything about every subject under the sun. They are
very aggressive and open-minded. They are the master intimidators. They intimidate almost
everybody who comes into their environment. They actually are very optimistic and they will
make buying decisions when it is necessary. They have to be enthusiastic about what they are
buying. And believe it or not...
Lawyers Have To Be Motivated And Led!
The trick to leading a lawyer is to lead him without knowing you are leading him. You could
close these people by working on their egos (which are all gigantic) and by building them up to
be much larger than they are. This is a case where you should NOT use lies and fake it because
almost all of them are scum. You should prepare yourself for selling to them in print or person
by trying to trick yourself into a positive frame of mind which allows you to suspend reality in
your head for a while and actually think lawyers are good, useful human beings who should not
all be taken out and shot.
Nurses: I think the main key to selling nurses is to showing respect for them. Because they
indeed, deserve respect.
They do 90% of the work in all medical situations... but... they get about 1% of the credit.
They are all treated like they are scum by doctors. And we all know doctors think they are all
little gods. So, if you are selling to nurses, treat them with respect, treat them with admiration,
and use a little motivation on them.
Nurses are somewhat aggressive and are likely to buy any product they are optimistic about.
The way they get optimistic about a product is the way other people get optimistic. In other
words, if you are optimistic, it will be infectious and they are likely to catch your optimism.
You need to use logic when you are selling to them... but... emotions work far better.
And for goodness sake, give these people the admiration and respect they deserve! After all...
They Are Among The Angels
In Our Societies!
Doctors: Unless you have been in a car accident or have some type of life-threatening
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disease, the truth is doctors, suck! They are all prima donnas and imagine themselves to be little
gods!
They have a conservative air about them. They are highly intelligent, and demonstrate it
rather quietly and smugly. They are thinkers and will buy... eventually. You can sell them
almost all the time if you show professionalism towards them. And, believe it or not, you
should work on a doctor's ego.
One thing you should NEVER do is call a doctor "Doc". That is a sign of disrespect. Doctors
want to be called "doctor". They do NOT want to be called "Doc".
Having said that, I want to say this:
Doctors Are One Of The Most
Profitable Groups Of People
In The Entire World You Will EVER Sell To!
They represent the largest pool of "dumb money" in the entire nation. Doctors know a lot
about medicine, surgery, drugs, and stuff like that... but... they don't know dudley squat about
money. I think you should see it as your God-given duty to suck as much of their money out of
them as possible. And really, it is rather easy to do.
By the way, the best way to get a sales presentation to a doctor or a dentist is to fax your
presentation to them.
Retired people: A lot of the same things are true about retired people as is true about elderly
people. They are almost always worried and concerned about their futures. They are on a
limited income and tend to be ultra-conservative. They are slow in their actions and they are
slow in their decision-making abilities. They will not jump into anything. They will be passive
to most enthusiastic and aggressive sales presentation.
Surprisingly however, they can be closed by giving an exciting, enthusiastic sales
presentation. You should give this to them at first just to wake them up because they are all
walking around in a semi-coma. After you've got them awake, you should proceed with logic
and a soft low-pressure sale.
You should develop emotion and try to instill spirit in this type of customer. It is very
necessary you inspire trust in them and show them a sincere and understanding friendship and
like for them. You better do this, because, with any luck, at one time you are going to be a
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retired elderly person! Just give a little thought as to how YOU would like to be treated when
you reach that elevated age.
Salesmen:
These Are The EASIEST Group Of People
To Sell To In The World!
Salesman are buyers. They are aggressive and individualistic people. They will buy damn
near anything on impulse if they are motivated and the person trying to sell them is very
optimist. They LOVE to hear a good sales pitch. Sometimes salesmen (and I am one of those
people), buy something they don't want just because the sales pitch is so professional and
enthusiastic.
It is handy to make them feel like they know the inside story concerning what it is you are
selling. They all have big egos and you should build on their egos and show enthusiasm for
their own sales knowledge. You always want to remember to put them first and not try to
demonstrate you are smarter than they are. You can use intimidation and pressure to close them,
but it is a better idea to let them think they know a secret advantage about what you are selling
to them that you don't know and let them trap their own selves into making a sale.
Small business owners: These people are similar to entrepreneurs, but in many ways, they
are very different. When they make a decision, they stand by it. They are aggressive, selfmotivated, optimistic, and by necessity, very personal. They are not likely to give you a lot of
referrals but, they will give you a lot of good feedback about your sales presentation. These are
people who understand your problem. If you want to close this type of customer, you need a
very positive, progressive sales presentation, with plenty of enthusiasm and excitement. You
should be professional. You should work on their egos, but not in a transparent way. Show
respect for their accomplishments. It helps a great deal if you use "showmanship" when you are
attempting to sell them something.
College professors: They are very conservative and are definitely thinkers. They are mullen
over customers, not excitable, and almost make a fetish out of appearing low-key.
They will ask you questions about your products no one else would ever think about.
If you are going to sell to them, you need to show them respect, and carefully build up their
egos. They can be complimented on their knowledge but, this should be a sincere compliment.
Now, I am going to tell you something about college professors almost nobody else knows:
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They are all scared shitless and insecure about themselves. I have what you call the 180-degree
theory. That means when people have strong emotions, they will try to present to the world the
180-degree emotional state they are actually feeling. When people are scared shitless, they will
try to appear calm. When they are very excited, they will try to appear bored. When they are
afraid, they will often appear angry. College professors try to appear calm, pipe-smoking,
thinking-it-over-individuals... but believe me...
They Are Scared Shitless!
They rightly should be because almost none of them are worthy of being professors, and
almost none of them should be allowed to teach. One of the reasons they are professors is,
students are among the only groups of people they can intimidate and treat like scum.
When you are selling college professors, you should use logical, orderly sales presentations
and then apply immense pressure. One of the things I would do if I were trying to sell them, is I
would find some subtle way to let them know if they didn't buy what I was trying to sell them,
their superiors would be informed of their moronic decision not to buy. This is a tactic that
would likely work better than anything else and will scare the shit out of them and make them
buy.
Policemen: Policemen are among the most skeptical people in the world. They don't get calls
on their radio that say, "Go out to Mr. and Mrs. Jones and compliment them because their little
girl or little boy got all A's on their report cards this last month." No, the calls they usually get
is because Mr. and Mrs. Jones put their infant child into a microwave and they are in the
process of killing the child.
Policemen, on a daily basis, see the scum of the earth. It is their premise, and to some degree
it is a justifiable premise, everybody in the world is a liar. However, they can be great
customers and great friends. Policemen tend to like themselves and you can close them
sometimes by surely working on their egos.
You should know about police stories and show great respect for their professions. As I said
in one of my newsletters, you should read the book "What Cops Know". This woman in
Chicago interviewed 200 policemen and found out some fascinating things police know about
people which the ordinary civilian doesn't know. Having this kind of information could give
you...
An Enormous Edge!
Your presentation to them in person or in print should be enthusiastic and exciting and you
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should treat them as friends.
Overweight people: I am going to tell you something about overweight people which is
almost totally unknown. Most overweight people think they want to lose weight, but in truth,
many of them do not. Especially overweight women.
Have you ever noticed how many overweight women are extremely pretty and how often
people say to them, "You are so pretty. You would be a knock out if you would lose your extra
weight"?
Well, here's the secret: Many of these pretty woman put on their extra weight because they
were molested by their father, step-father, or some other man when they were young. Making
themselves overweight is a way to reduce their attractiveness to men and make it less likely
they will be assaulted. You've got to understand, the women who do this, do NOT do it
consciously... it is something they do unconsciously.
As I said at the beginning, almost all overweight people think they want to lose weight and
that is something you should remember when you are trying to sell them a weight-loss product.
First of all, the strongest thing in making an overweight person buy a weight-loss product is
making them believe the weight-loss product will actually cause them to lose weight. You
should use as much proof in your advertising as humanly possible. You should use clinical
studies, statements made by medical doctors, testimonials, and before and after pictures. But, I
want to caution you about using before and after pictures. Do NOT use before and after pictures
of a person who is ugly when they are thin, even though they lost 100 pounds. You want to use
before and after pictures where the after picture shows an attractive person... not just a person
who has lost a lot of weight.
When you write to overweight people, you should empathize with them. A big key to selling
them is to telling them their being overweight is not their fault. One television commercial does
this very cunningly. They tell them being overweight is not their fault. They are overweight
because of a nasty little chemical called cortisol which makes them overweight and reduces
their ability to metabolize fat when they are over 30 and under stress.
Almost everybody who buys a weight-loss product will fail to lose weight with that product,
no matter how good the product is. The truth is, when an overweight person starts to get
dangerously close to their ideal weight, they will sabotage their efforts and go off the diet plan
and make sure they regain the weight. They do this because being overweight puts them back in
their "comfort zone". They are not conscious of this so they will be right candidates for another
weight-loss product. You can actually sell obese people an endless number of weight-loss
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products if you sell those products under a different name, a different company name, and a
different location.
I have a personal friend who lost 100-pounds. He didn't just look thinner, he looked like
another person. He actually looked like a movie star. He was having an affair with one of the
most beautiful woman I have ever met. When the affair ended, he gained all of his weight back.
I asked him why he did this and he told me candidly it was "insulation". When he was thin and
walked in to bars, all of the women would stare at him and would approach him with various
come-on's... (and get this)... it made him uncomfortable.
Many people (maybe even subconsciously) think of extra weight as insulation. It's insulation
from emotions. But the overweight person doesn't necessarily know this. They don't know all
the real hidden psychological reasons they are overweight. But...
It's Important You Do!
If you are working the overweight market, you need to read "The Rice Diet", by Judy
Moscovitz because that book gives great insight into obesity.
That's all I have to say about this right now except you need to be very careful with
constructing weight loss ads. If you don't do it the right way, you could get in trouble with the
FDA and various governmental agencies. This is easy to avoid... if... you do it the correct way.
There are billions of dollars to be made in creating weight loss advertisements.
The "EVERYBODY" Category!
Here are a few things that apply to almost everybody who will become a customer of yours.
Almost all customers are frightened, awkward and skeptical individuals. Hardly any of them
know very much about the product or service being presented to them. They are afraid of being
intimidated, embarrassed, pressured, taunted or hounded into buying. So one of the best things
you as a salesman can do (whether in print, in person, on television, or whatever) is...
Do Whatever You Can
To Put Your Customer At Ease!
Although they are intimidated and afraid of being tormented into buying, they are equally
afraid of missing a chance or over-looking an opportunity. They are equally afraid if they do not
have the newest service or product, they will be diminished in the eyes of their peers. You need
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to make them understand that buying what you are selling will elevate their status with their
peers.
Something else to consider: There are two words that should sum up their secret thoughts
about themselves and a person who is trying to sell them something. Those two words are...
Frightened... And... Uncomfortable!
This is just about universally true of everyone to whom you are making a sales pitch.
Another thing you need to know about all of your potential customers is they are greedy.
They will do everything they can to avoid missing out on what they perceive to be a great deal
nobody else will be able to get except themselves. Always remember your customer is greedy
and never let him know you can see through this transparency of his.
Plus, always remember a customer wants to be proud of his purchase, he wants to feel good
about it so he can brag about it to his peers, friends and family.
You should also remember everybody you are selling to has been burnt on products before...
and... more than the monetary damage that was done to them...
Is The "Bruise" Done To Their Egos!
They fear making a fool of themselves almost more than anything else.
Oh yeah! Another thing to remember about your potential customers is, they all want to feel
they are special... and... you are making this offer to them because they are indeed special. Find
some way in your sales presentation to convince your customers they are special.
And Now...
The Most Important Tip I Have!
When you are selling (and most of the selling you and I are concerned with is direct
marketing done by Internet pitches, direct mail, sales letters, magazine ads, television
commercials, newspaper ads and so forth), one of the very best things you can do to improve
your percentage of sales is...
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To Have Someone Of The SAME Group
Pitch Your Customer!
In other words, if at all possible, if you are selling something to elderly people, have an
elderly man or woman make that sales presentation.
If you are selling something to younger people, have a younger person make the sales
presentation for you.
If you are selling something to a Jewish person, have another Jewish person make that
presentation for you.
Selling something to a Black person? Have another Black person make that presentation for
you. And remember, there are "older" Black people and "younger" Black people which will also
make a difference.
It is true a young person can sell an old person, and vice-versa. However, it is so much
easier... and... your closing ratio will be so much higher... if you follow that simple piece of
advise. I think it is almost like magic.
To give you an example, if I were writing to an older group of people, I would probably start
out something like this:
Dear friend,
You and I don't know each other, but unless
I am mistaken, we have much in common. You
see, I was born on June 12, 1928, and simple
math will tell you I am 77 years old. If you
are anywhere near my age, you and I know
certain things people much younger than us do
not know.
Because, there is a great deal of difference
between being 77-years-old and 67-years-old or
57-years old... and... there is a world of
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difference between being 47-years-old or
37-years-old.
Nobody can truly understand the problems of
our age group... until...
They Have Become A Part Of That Age Group
Along with the normal aches and pains and
somewhat discomforts of growing old, is not
having the type of libido and sexual urges and
abilities I had when I was a younger man. In
truth, I have pretty much given up thinking
about sex although in the back of my mind I
knew not having a sex life was one of the
things I missed most in life.
Then, I met this doctor, Dr. X, and he told
me it didn't have to be this way. He told me
about a little non-prescription pill I could
get in any health food store. But he said I
could get this quicker and cheaper from a
rather secret source nobody knew about. He
simply said...
"You Should Give It A Try"
Quite frankly, I didn't believe this doctor.
He was a young man and I thought he didn't
know what he was talking about. But, what then
I figured, I've got nothing to lose by trying
it out. I spent a few bucks and bought a
supply of the pill... and... you would not
believe how that pill turned my life around!
Although I am still 77-years-old, I now have
the libido of a 27-year-old man!
This pill worked so beautifully for me, I
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decided to do some research and find out
exactly what was going on here. I found some
scientific explanations as to why this pill
works. So let me tell you what I discovered
when I looked into the science of why this
pill works, blah, blah, blah.
Now, let me tell you something else: This little e-book has barely scratched the surface of the
secret desires of people and how you can manipulate those core desires and secrets to make
sales. It's really designed, more than anything else...
To Jump-Start Your Thinking!
If you are selling to golfers, go to a big city magazine stand and buy every golf magazine
you can. If you are selling to elderly people, start reading AARP magazines and start reading
books written about senior citizens. One other thing you should remember if you are reading a
book about senior citizens, make sure that book was WRITTEN BY a senior citizen. Like I said
before, a young person really and truly cannot understand what it's like to be a senior citizen. If
you are selling to Black people, get publications read by Black people, and get books written by
Black people.
Go through the trouble of obtaining DVD's, CD's and tape courses about the group you are
interested in.
Let me tell you this... it takes only ONE SIMPLE FACT you would have never known if you
hadn't followed the above instructions to...
Unlock The Key To
Multi-Million Dollars
In Sales For You!
Finally, there is one group of people I wanted to save for last. And that group is...
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Internet Junkies And Geeks!
They almost always have dual personalities.
First of all, the Internet was built from the early days on a culture of cheapness. These people
felt it was outrageous for anybody to ask them to pay a penny for anything they had to offer.
And, this culture lasted for more than a decade. It's changing now but remnants of it are still
there. Internet people believe they are more entitled to what other people are entitled to... to
more immediate service... to the lowest price... and so forth.
However, there seems to be one exception.
It seems Internet junkies and geeks will pay almost any price whatsoever to get the latest
techno gadget that gives them an advantage when they are using their computer, cell phone, or
some other technological thingy.
To tell you the truth, I really do not understand the Internet mindset as well as other people
do... because... it is so foreign to my mindset.
I, myself, am almost always willing to trade money to buy time. Internet people are exactly
the opposite. That sentence bears repeating: I, myself, am almost always...
Willing To Trade Money...
To Buy Time!
In the early days of the Internet, a person was bragging to me about how he had made a
telephone call through his computer to Australia and he made that call absolutely free. It took
him 18-hours... but my God... it was free. That is exactly the opposite of the attitude I have.
Anyway, I hope this little e-book has been helpful to you. I hope it gets you started thinking.
I hope it gets you researching your markets BEFORE you try to sell to them.
David Ogilvie was once asked, "What is the most important thing for marketing to be
successful?"
He answered...
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"Research!"
He was absolutely right. The more research you do, the more successful your marketing will
be.
I think 97% of the people who attempt to write sales letters, advertisements, websites, and so
forth, do almost no research at all into their customers. And for those of you who think research
is asking your customers to fill out surveys and the like, this is NOT really the way to do it.
Why? Because when people fill out surveys, or when they are in focus groups and stuff like
that, they lie.
What you've really got to do is get down amongst your potential customers and do
everything you can to at least temporarily become one of them. One of that group to which you
are trying to sell.
Alright... that's the end of this little e-book. I hope it was helpful.
And I think you should listen to my "Electronic Marketing Seminar" brainstorming tapes
over and over and over. Why? Simply because every time you listen to them, you are going to
have another "Aha!" experience that you didn't have on the previous listening.
If you are reading this because you bought my "Electronic Marketing Seminar" tapes when it
was initially offered just before the Holiday Season of 2005, I want to wish you all a Merry
Christmas, Happy Hanukah, or whatever. Do have a good time and be safe over the holidays.
Thank you for taking the time to read this e-book.
One last parting thought (honestly): I would really appreciate it if you would do your part to
spread the word about the "wonderfulness" of my totally free website... and... tell all your
friends they should definitely be going there...
For The Remarkable Insights,
Intelligence, Humor And Wisdom
They Will Obtain By Doing So!
Remember, that website address is...
www.TheGaryHalbertLetter.com
Thank you.
Copyright © 2005 Gary C. Halbert
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