A powerful psychological technique...

[Dien Rice]

Back when I was an undergraduate in college, I had a popular friend...

He had no trouble getting some of the most beautiful women in college to go out with him.

One day, I was talking with him about it. He then told me his secret for attracting these beautiful women...

"The secret," he said, "is not to give everything away. You've got to have some mystery."

This is not only a secret in getting the most attractive girls (or guys) to be interested in you...

It's also great for marketing!

Here's another guy who was a master of it...

Michael Jackson.

For all of the controversy, he was a master at creating an aura of mystery...

For example, at one stage, Michael Jackson put tape on his fingers...



What was the tape for? In a private conversation with a friend, Michael Jackson once explained... The purpose of the tape was...

"To make everyone wonder."

Again, Apple (under Steve Jobs) was another master company using the power of mystery in its marketing. Everyone would wonder what the new, latest fantastic announcement would be. The security of their secrets was air-tight - to keep up the mystery!

When the big "reveal" came every year, reporting on the latest Apple devices flooded the media...

Now... I gotta do a better job of using this myself...

Best wishes,

Dien