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Hey Steve - Remember Ted Nickolas' Hidden Benefit Concept?
Dear Steve,
Thanks. I really admire your house sign biz. And the headline you used to get dozens and dozens of Dog Photo leads. Without paying a dime. What part of Australia did you move to? Ted Nickolas talks about the "Hidden Benefit." He taught us to ignore the surface stuff. DIG for the emotion that drives the prospect. For the Aston Martin - we were thinking of James Bond and the Bond Girls. Q and his gadgets. If girls in bikini's created a billion dollar empire around the goofy Bond movies. We should be able to sell 5 or 10 Aston Martins. HECK. Why would you SPEND 250,000 on a car? It would take 24 hr security to protect it. As soon as it leaves the lot it's a hunk of rusting metal. So we have to figure out the Hidden Emotional benefit of owning it. Guys want to Show off to other guys. Men want to show off to women. Males want to attract females and brag and show off to other males. That's the Sizzle. I expect we'll have to tweak the basic concept. It should work fine to attract affluent car fanatics to the sales website, tho. It's good to get YES and NO opinions. The faster we make mistakes the quicker we get to the money. That's the rule for entrepreneurs. Glenn ================================== Quote:
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