Your son does look very cute.

I remember a book I read several years ago called ‘The Magic of Thinking Big’ by Dr. David Schwartz. In it he describes the story of ‘G.N,” who had never married. G.N. had been engaged three times, but discovered ‘in the nick of time,’ a ‘good’ reason why the marraige should not proceed.

On one occassion, he was slightly offput by an offhand comment which his fiancée during discussions related to the wedding. Accordingly, several days later, he presented her with a neatly typed, formal looking document which detailed exactly how they would conduct themselves in every aspect of life which G.N. could think of. It included, for instance, habits she must acquire or break, and the type of friends which she would acquire.

When presented with the document, his fiancée responded as follows: “For better or for worse is good enough for me. The whole thing is off!”

P.S. Thanks for your comment on my blog, and I apologize for the misspelling of your name in my response.

As a marketer, you should help him use this quirk in his favor.

Let me explain, I follow Matt Furey, and he sent me an email letting me know about Charles Dicken’s from “A Tale of Two Cities” fame, among others. Well ol’ Charles and a number of top writers of his day sold their manuscripts by the chapter. Some actually would have a rough outline of the story, probably a chapter list but then each week or month or whatever they would sell their followers a new chapter. The story being written on a weekly business.

Now I am not suggesting your guy should dole out a chapter at a time, but how about using his “ever-changing” industry to his advantage? Release the book, have in the sales copy for the book or as a nice attractive bookmark included in the book or both a Nice notice that says, “Hey, you and I both know our industry changes so fast that just like computers, what is ‘State of the Art” today is tomorrow’s bargain sale merchandise. When you buy this product you get updates. You get access to my private website and monthly hardcopy newsletter with all the most recent updates, industry trends and even some inside scoops mailed to you.” All the client needs to do is fill out a form, (Name, Address, Email, Phone, etc).

You could use the constantly changing climate of his as his “strongest selling point”. Use that anal-retentiveness in your favor, his favor.

Dan Kennedy is one of the guru’s I follow and try to pay attention to. Dan made the comment once that he had never learned how to get a steady stream of clients coming into his “sales funnel”. Dan wrote his books to help with that but he still constantly was manually filling the pipe. Well Dan is quite successful, some say he’s worth 25 Million (I bet it is more). Dan sold off his resell writes to one of his students… Kimble? And whn he had been doing with Bill Glazer for awhile he wanted to cut back on his workload so he sold his “No B.S. Inner-Circle Newsletter” to Glazer. It was probably a pretty sweet deal for Dan, he is a marketer and world class copywriter. Well I had heard the first year Bill had it he tripled the size of the members and he did away with the lowest rung(silver) of the Inner-Circle membership(except for Paul Hartunian?). How did Bill grow this so fast? Bill gave away three month memberships to the newsletter, people paid $9.95 for the shipping and unless they cancelled they were put on “auto-till”. So after 3 months the free membership turned into a 39.95/month program.

This is another point you and your client can use, Bill used host-beneficiary relationships that Dan Kennedy himself had established but never capitalized on. Dan had various levels of his Inner-Circle, the top being Platinum(Around $32,000 per year with a limit of 18 memberships). These were held like 3 or 4 times per year, great big Masterminds with all members sitting around letting everyone else in on everybody’s secret marketing steps. Well Bill took the newsletter to all of these marketers with their own individual followers, as well as the other levels of the Inner-Circle(Gold and Gold+). There was some sort of agreement where those members that endorsed the Glazer-Kennedy Inner Circle to their followers received a cut of everything those New members bought. Who are the host-beneficiary relationships in your clients business that he could be endorsed to their followers?

AZMike

P.S. Also on getting the contact information, you could have your client find three or four Joint Venture partners that share that information and pay for the manufacture/delivery of those ‘updates’ and in return they get a 1/2 page ad delivered to this “hungry market’.