Gary Halbert was a legendary direct marketer.
The Gary Halbert Letter is Gary’s collection of newsletters from the 1980s and 1990s.
Gary loved to ask his students the question:
“If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?”
Most of his students would say “superior meat” or “sesame seed buns” or “lowest prices.”
But Gary said they could have all that… those advantages wouldn’t make a difference at all.
The most important advantage, Gary explained, was to have a starving crowd
Think about it.
If you get your burger stand in front of a starving crowd, it wouldn’t matter whether you have any pickles or how great your meat is or what kind of buns you have or what your prices are – you’d sell a lot of hamburgers.
In other words, the most important factor in your marketing success is the quality of your prospects — how strongly they desire your product or service.
Who is your starving crowd?
Most businesses seek to attract the people who might want what your selling.
Who needs what your selling?
What pressing need or desire do lots of people have that your product or service solves?
If you don’t have a clear, strong answer to this question you may need to reconsider what your selling and how you’re selling it.
If you want to create a deep desire for your customers to buy off you we need to speak: