N E W S Y O U C A N U S E : September '00

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Vol. 2. Issue 9. September, 2000 (return to last menu) Subscribe to News You Can Use for Hypnotic News, Views, Tips, Secrets and More brought to you for free every month from Dr. Joe "Mr. Fire" Vitale, all designed to help you achieve your dreams through marketing, mind power, spirituality and more. "Aude aliquid dignum" (16th century Latin for "Dare something worthy")

Want to know an 1897 secret about advertising your product or service that will make money for you today? Want to discover the inside secrets to negotiating anything you want? Want to find out what a mouse did to sell to kids in 1964? Then keep reading!

* Flash! Before I get into this month's news and views, I must tell you that if you aren't making money online---and I mean PASSIVE income where you virtually just collect checks---then you haven't been to Clickbank.com. Visit that site and discover how to profit from other people's work. (!) That said, I'll now get on with this month's lesson...

* Recently I sat on a plane from Phoenix to Austin. I decided to kill some of the two hour flight by flipping through the online magazines. You've seen them. They are always stuffed in the pocket right before your knees. But what you may not have seen is that virtually all---yes, all---ads violate a secret advertising principle invented more than 100 years ago.

I opened up one of the magazines and there was an ad for magician Lance Burton. I know and like Lance. His shows at the Monte Carlo in Las Vegas are well worth seeing. The headline for his full-page, full-color ad read, "You will always remember Lance Burton..."

I love this headline. Why? Because it is hypnotic. It is actually a direct suggestion. Read it again and see what I mean. Isn't it a command? You're being ordered to REMEMBER LANCE BURTON. That's a trick straight from hypnosis. Way cool, too.

Also notice that it has Lance's name right in the headline. The great ad-man David Ogilvy said you should strive to put your product's name in the headline. The reason being that many people may not read past the headline. So if yours helps install your message in your reader's brain, your un-read ad will still have accomplished something. This could be an ego trip for many people, but it works for Master Magician Lance. Why? Because he IS the product.

Compare that with another headline I saw. This one clearly violates one of the oldest rules in advertising. Even P.T. Barnum knew better than this advertiser, and he died in 1891. The headline on this quarter-page black and white ad simply said, "A Perfect Fit."

Well, what does it mean? Does it engage you? Does it communicate a benefit? If you had to guess what the headline was selling, what would you guess? Go ahead and take a shot....

The ad is for luggage! The sad thing is, you have to read the entire ad to find that out. And the headline isn't intriguing enough---well, it isn't intriguing at all---to get you to read much of the ad. So that advertiser just lost several thousand dollars in running an ad that didn't work. The really sad news is this happens every day, by advertisers who are forgetting a fundamental ancient truth in marketing.

I'll tell you what that truth is in a moment. But let's continue to look at the online magazines and catalogs.

Another full-page, full-color ad had this headline on it: "Let me give you the secrets of fearless conversation!"

Right under that bold statement is the sub-headline: "I promise you the ability to walk into a room full of strangers---and talk to anyone with total confidence, authority and flair."

Whew! Now THAT'S a strong headline. It stops you dead. If you are at all interested in being a better conversationalist---and who isn't?---you will stop and read that ad. It signals a benefit to you. It makes a bold claim. It states a powerful guarantee. This is an ad that follows an old proven truth in advertising.

What is that ancient truth? Simply this: That people do things for selfish reasons. Appeal to their egos and they will do what you want. Write to their emotions and they will open their wallets.

P.T. Barnum knew this more than one hundred years ago. He put his name in his headlines to help create a brand image for his business. He told you what you would get from seeing his circus, or his exhibits. And as a result, Barnum became one of the richest men in the world and one of the first millionaires in early America.

Barnum wasn't the only one to profit from appealing to egos. In 1897---that's right, 1897---Nath'l Fowler, Jr. wrote in his book, "Fowler's Publicity":

"Write your advertisements from the customer's standpoint."

It worked in 1897. It worked in 1997. It will work in 2097. It's the greatest advertising secret ever known: Get out of your ego and into your reader's ego and you can GET RICH!

* Want to know how to promote any business, product, or service on the Internet---even while you sleep? One man did it by turning his back on nearly every one of the current Internet experts and studying what an advertising guru from the 1920s said about Internet Marketing.

Get details at http://www.webbook4u.com/?hop=outrageous/tips4u

* If you want to know the ultimate secrets for negotiating anything from anyone at any time, then you simply MUST check out this new e-course by my friend Peter Wink. I've never seen a more complete and powerful course in negotiating in my life! Peter has led major negotiations for Nightingale-Conat, small and large corporations, and more. You need to arm yourself with Peter's persuasion techniques -- or brace yourself to one day face the person who may have already learned them!

Click on http://www.NegotiateYourWayToRiches.com and read the astonishing sales letter for this breakthrough material. I tell you, Peter's e-course is THE definitive guide to negotiating. Get it! (And read the foreword I wrote for Peter's book. In it I confess something shocking.)

* Want to safely make your metabolism burn 'white-hot' whenever and wherever you choose? Even at your computer? This is the secret discovery the $33 billion weight loss industry hopes you'll never learn. Click here for a truly fascinating new e-report -- http://hop.clickbank.net/hop.cgi?outrageous/maxresults

* If you still aren't accepting credit cards online, or helping others to do so, you are missing out on some easy money. The good news is you can start start accepting credit cards with just a click at http://hop.clickbank.net/?outrageous

* For an e-warehouse full of e-information on writing, selling and marketing e-books, visit http://www.ebooknet.com

* Did you know a mouse pushed Zestabs to kids in 1964? Or that Brylcream could make your hair "disturbingly healthy" in 1962? Or that a commerical for Dole bananas in 1972 was so blatantly erotic it would never run today? Check out some of the most outrageous TV commercials ever aired at http://www.tvparty.com/emcomm.html. A real learning experience!

* If you're an author and anywhere in Texas in mid-October, then sign up for John Kremer's "Book Marketing Blast-Off Seminar" to be held October 13th to 15th, from 9:00 a.m. to 5:00 p.m. at the Radisson Suite Hotel, 10655 Katy Freeway, Houston TX 77024. John is a genius at book marketing. Don't miss anything he does! Call 800-796-6130. Or visit http://www.bookmarket.com/blastoff.html

* Here's a unique way to raise funds for a good cause. Visit www.saveastray.com. Every time you click on the center button at the site, sponsors make a contribution to help animals. Go see!

* Curious about what the FBI may have on you? For fun, type in your name at http://www.policeguide.com/cgi/criminal-search.cgi.

Until next month, consider…

"It don't get no better than this!"

- Scott Holt, amazing new blues-rock guitar-slinger

"Bene agendo nunquam defessus."
(Never weary of doing good.)

You may forward this newsletter, in its entirety, to your friends and associates. Be sure to encourage them to subscribe at www.mrfire.com. New subscribers will get to hear a 40-minute interview with me AND receive numerous bonuses --- for free.



Dr. Joe Vitale is the world's first Hypnotic Marketer. He is President of Hypnotic Marketing, Inc., and author of way too many books to list here, including the #1 best-selling book "The Attractor Factor," the best-selling e-book "Hypnotic Writing," and the best-selling Nightingale-Conant audioprogram, "The Power of Outrageous Marketing." He's being called The Buddha of the Internet and, after his huge weight loss, the Charles Atlas of the Internet. You can still have Joe's proven marketing e-course---"Recession-Proof Marketing"---delivered to your e-mail box every day for a week---for FREE---by sending a blank e-mail to class@aweber.com

Joe's websites include:

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