18 Lessons To Improve Your Outrageous Advertising (1 of 2)

One of the things Bill Glazer is known for extremely well is outrageous advertising. It's been his brand for a really long time, but so far in the podcast, we haven't really dived into it. In this episode, we get to dive in. Welcome to the Magnetic Marketing Podcast. In this episode, we get to listen to Bill Glazer himself as he talks about outrageous advertising. Now, before you think, oh, this is a dated strategy, this is something that we don't need anymore, I want you to lean in and pay attention. We're going to cover 9 different lessons in part 1 of this episode, and we're going to cover those 9 lessons. And I want I want you to pay attention for those things that actually work today. Russell Brunson is actually working on how to be able to do this specifically inside of Funnel Hacking Live, which is happening in about 30 days. And we're specifically talking about how to help the radical arrive. How does that process look like? And outrageous advertising is literally the other side of that coin. So as you listen, pay attention to what is going to work today when everyone's able to do everything faster and more powerful and be louder. What's actually going to survive? Maybe outrageous advertising is exactly what you should be doing.

I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy. The legend of Dan Kennedy should be ignored at your own peril.

They're not really lessons, they're kind of laws that you live by.

Dan opened my eyes to what small business marketing looks like. Dan teaches strategic direct response that is timeless. His ripple effect touches people who don't even know his name.

The world as we know it was changed because Dan Kennedy became obsessed with marketing.

Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy. And I'd like to spend some time with you this morning and talk to you about outrageous advertising that is outrageously successful. So lesson number 1, why outrageous works. Number 1 is people are bored. They really are. We see on average over 3,700 advertising and marketing messages every day. Every day we see over 3,700 advertising and marketing messages. We don't even realize we see it because we don't pay attention to most of them because we are so bored by it. Not only that, we are overwhelmed by it. So we're bored and we're overwhelmed, and number 3 is we want to be amused because most of us, our days are like from the days from horror. We're involved with our work, we're intense, we want to get things done, so we really want to have something that will stop us and amuse us. But the last thing about why outrageous advertising works is this: who cares? See, what we know is you don't have to think too much about why it works. We just know it works, outrageous advertising. I'm going to show you a lot of examples of it today in just a few minutes, but I want to explain something to you. One of the biggest mistakes that marketers make is they say that, "Gee, this stuff is great. I really enjoy seeing it, but I can't use that in my business because my customers are too sophisticated for this outrageous advertising that I'm going to show you." And you know what? You're wrong. They're not too sophisticated. You do not want to make the mistake of thinking that you are your customer. The truth of the matter is what you're gonna see today, you're gonna enjoy seeing. As a matter of fact, I give you permission today to laugh when you see it, because you're gonna like seeing it, you're gonna enjoy seeing what I'm gonna show you today. I'm gonna show you not only examples of mine, but I'm gonna show you examples of a lot of the people that are right here in this room, what they're using in their advertising. And I'll tell you that every one of these people that are using this kind of advertising in all the different industries that I'm going to be showing you, they wouldn't use any other kind of advertising because this is the stuff that gets them the best results. So whether the fact that people are bored or overwhelmed or they want to be amused, the biggest thing is this: who cares? We just know everybody reacts to this kind of advertising. So the more you can put this into your marketing and advertising, the better your results will be. Alright, let's move on to lesson number 2. Outrageous works everywhere. So I don't want you to think here that this is just to be used in one kind of media only. See, if I said to you, if you think of Bill Glazer, if you know a little bit about me and you think of the way I use outrageous advertising, what's the media that you think of knowing me that I use it the most? In what media? Direct mail. Print. Print direct mail. Well, let's talk about some places that it's used other than that. Here's Darren Ross, GlazerKings. Darren in the room? Darren Ross, he was one of the winners last year of— there he is. Stand up, Darren. That is actually in real life, that is Mega Man. Take off your glasses, Darren. Take off your glasses. There's Mega Man. He puts on spandex tights. And goes to trade shows and dresses up like that guy. Do you think he gets noticed? He was awarded like the number one guy in his industry last year in his market. He got some special award because he gets noticed. Mega Man. Here is Bill and Steve Harrison. Bill, I don't know if Bill's in the room yet. They own a company called, um, uh, they do the national publicity summit, Radio TV Interview Report. They were trying to advertise for people in their local market to come work for them. They were running ads, they live in Philadelphia, they were running ads in the local media in the regular help wanted section getting hardly any result at all. They created this insert, a one-page insert that they put into their newspaper as a freestanding insert. They got out of being with everybody else who was advertising in the regular help wanted section, and they moved to being in a place that nobody would be looking for them, so they had no competition in advertising for folks. 83 applicants responded to this, and they had their pick of the litter as far as hiring, and they hired a terrific person. Here is Dr. Scott Lewis. Dr. Scott Lewis does a phenomenal show in Las Vegas. If you ever go to Las Vegas, go to the Riviera Hotel on Monday night. And you want to watch Dr. Scott Lewis's outrageous hypnotist show. I have been there 4 times, and whenever I get to go back, I always go back. It is hysterical what he does. We actually had Scott here a couple of Super Conferences ago when he did a performance for us here. Well, this is a rack card. You know when you go into a city, you always have these rack cards there. It tells you all the attractions in the city. Well, what he figured out was that the top of the card where it says Dr. Scott Lewis' Comedy Hypnosis and he has an offer there, that's the part that you see that sticks out at the top. See, everybody else just doesn't figure this out and they use the entire card for their marketing message and you can't figure out what they're trying to say. You've got to look at where do people see and use that strategically for how can I deliver my message first. This is from Julie Thorpe. Julie in the room? I saw Julie yesterday. Where's Julie? Stand up, Julie. Julie, where are you from? Australia. So even in Australia they can be outrageous. Julie is— if you look at this, if you looked at this at first, what would you think? Julie, you're thinking, is actually selling dresses. She's not. She's selling weight loss. And her— this is a window sign. This is a sign that she puts in the window of her shop telling people that they can actually get into the smaller size dress. So using signage as an opportunity to be outrageous. This over here, you know what this is? This is a business card. This is not cash. You know whose business card this is? This is my business card. If you open this up, this is for my BGS marketing system. There's a way to use a business card— whoops— To make yourself, ah, I'm gonna make this happen. To make yourself outrageous. You think if I give you this business card, you're gonna look at it and you're gonna say, gee, I'm gonna be interested in this, as opposed to like a regular business card that people are handing me all day long, which looks like everybody else's business card. So make your business cards outrageous. Lesson number 3: successful outrageous advertising can be moved from one media to the next. So what point about that is I want to make is that when you look at outrageous advertising, don't only look at it as how are they using it in that media. Now you want to look at it as how can I take it from that media, the same concept, if I don't want to use that media or if I do want to use that media, how can I take it from that media and move it to the next media? Lesson number 4 is the most powerful media to use outrageous advertising in, and I'm gonna spend some good time on this right now, is— whoops— direct mail. So I told you, first we started out by showing you a lot of different places that you can use outrageous advertising, but let's talk a little bit about direct mail because that's my favorite one. Let me first start off by telling you one of my favorite stories about Fat Eddie's Diner. Fat Eddie's Diner. A couple years ago, my wife Karen and I, we went to a diner that was in Baltimore that was pretty close to the Glazer Kennedy offices. So after work at night, Karen said to me, "You don't expect me to make dinner, do you?" So we went out to this diner called the Towson Diner, and while we were sitting there at the Towson Diner, Karen begins to give me How many people in the room here are married? Okay, you're going to like this. She starts giving me— now this is only talking to the men that are married, okay? She gives me the list. So what is the list? The list is everything that she wants me to do list. It's the to-do list. Now this particular evening at dinner The list was extraordinarily long, and I looked in my pocket and I had a pen in my pocket, but then I was looking around. I had no paper because the list was so long. There was no way I was going to remember the list if I couldn't write it down. So I looked around, looked down. There was a diner placemat at the diner, and around the border of the placemat— there was a regular diner placement, had writing everywhere on it— but around the little border of the place of the placemat about a half an inch wide all the way around, there was a frame of blank space. So I meticulously took the placemat and cut the little half inch off to now have a little bitty, bitty, bitty piece of blank paper. And with real little print, I started writing down the list. And then about 38 seconds after I was finished writing the list, I realized that this is pretty cool. You could write on a placemat, so why couldn't you, like, use it for something that was outrageous direct mail? So I created my own diner, fictitious diner. It's called Fat Eddie's Diner. It says, "We'll feed you like a trucker." It says, "Home cooking on the highway. Open 24/7." And then I figured, let me figure out what I'm gonna sell at my diner. So, like, I had in my diner breakfast, and then I also had lunch, and then I had dinner, and then I had desserts, because these are things that a diner has. And then I had— at this my diner, I had cocktails, because this is my diner and I can serve whatever I want. So I figured this is really my diner, so I'll also have lap dances in my diner. My diner. I can do what I want. So this was my diner placemat. I created this, and then what I did is I tri-folded it, and I put a stamp up there in the right-hand corner, and then I printed a message on the outside that says, "Sorry about the coffee stain." See, I printed a coffee stain on the placemat. Makes sense, right? I'm sorry about the coffee stain, but all I had to write on was this stupid placemat here at the diner where I was having breakfast. Anyway, just open this up right away. You won't believe what I have waiting for you inside. And on the other side of this, I wrote an entire sales letter to my customers. It was one of the most successful marketing pieces I ever sent out to my members. And why? Because think about it. When you get home from work— this was a study that was done by Good Housekeeping magazine. When you get home from work, what is the very first thing you do when you get home at the end of the day? What is it? What? Check the mail, right? No, that's the second thing you do when you get home. The very— the first thing you do when you get home from work at the end of the day is you go pee. The second thing you do— well, there's a study by Good Housekeeping. I didn't make this up. This is Good Housekeeping magazine. It's got to be true. But the second thing you do is you go and you check the pile of mail, because it isn't the mail, it's the pile of mail. So everybody, when you think about it, you get a big pile of mail. And how do you look at the mail? You look at the mail in 3 different piles, what I call A pile, B pile, and C pile. A pile mail is mail that you've got to open up right away. I've got to look at it right away. I've got to open it up. So for example, my daughter. I write about my daughter a lot. She's out of college now, but a couple years ago she was going to Drexel in Philadelphia. We live in Maryland, which means we're paying out-of-state college tuition, which means we're paying about 5 times more than in-state college tuition. And which also means— how many people here put one of their kids through college? You're going to love this story. So what happens, you pay a lot of money, right? And you pay this big check to the college, and you got no earthly idea what's happening with that money until maybe when the grades arrive in your mailbox to see what your $30,000, $40,000 investment is doing for you. So that would be APOW mail, is if you all of a sudden, at the end of the semester, you get the grades coming back That you're gonna open up right away. God forbid you have a heart condition and you go and you decide to get tests done for your heart and they're gonna mail you the results to find out if you're gonna live or die. You're gonna open up that mail. You're gonna look at it. That's A-Pile mail, mail that you're gonna open up right away when you get home and look at. That's the pile you wanna be in. Now there's B-Pile mail, and B-Pile mail is mail that we affectionately call direct mail, where you look at it and somebody's trying to send you something, you can immediately tell that somebody's trying to sell you something, and you look at it real, real quick, and you say to yourself, I don't want this. I want to put this in a very special file. That file is historically called the circular file, which some people— AKA trash can. So that immediately goes in the trash can. This is how we open the mail. The third pile of mail is CPOW mail. CPOW mail is mail that we look at and we say, "You know, I'm kind of interested in that, but I'm not interested enough to look at it at this moment. So let me just sort of stick it off to the side and keep going through the pile of mail." That's maybe mail. But really what you want to be in is A pile mail. So getting back to my placemat, if you can put that back up there, gentlemen, getting back to my placemat is you want to be in A pile mail. So if somebody mails you a placemat in the mail with a coffee stain on top of it, What pile do you think that's going in? It's got to go in A-Pile mail. The curiosity is going to kill you. Who the hell is mailing me a placemat? So that's a good example of A-Pile mail, and this is a great example of outrageous advertising. Here's another one. You know what this is? I sent this out several years ago from my menswear store, from the finance office. This is a genuine, authentic imitation official envelope. It's genuine. Let me— for those of you that are a little slow, let me say it one more time. It's a genuine, authentic imitation— that's a key word— envelope. So this is something that we created at Gage where we made it look official. We almost made it look like it's something the government would send you. Look at that up, and we have the tracking bill And it says on there, "Signature required." We had "no" checked off. And this is from the express first-class mail. So this goes out making it look official. You get this, you think that somebody's coming after you. So you're going to open this up. This is another great example of outrageous advertising that gets in APOW mail. Here's one from Nina Hershberger. Nina in the room this morning? Nina Hershberger? There you are. Hi, Nina. Nina is our world-famous— you saw her in the exhibition area. She's there every year. She creates the wallet mailing. I have used this mailing so many times, not only for my menswear business, but for clients I've recommended to Nina for them to get this. If somebody sends you a wallet in the mail, you think you're going to open it up? Of course you are. What do you think's inside a wallet? The money. As a matter of fact, I don't know if you can see it. Yeah, you can see it there on the top of the insert. That actually protrudes out. We printed a little $100 up there, so when you actually open it up, it looks like there's $100 that's inside. Of course, when you lift it up, you actually find out it's a coupon to, to, to, to, um, for, for savings. So this is a great way to use outrageous advertising to get noticed and to get in the APOW mail. This is another one. This is just a 6x9 self-mailer. And I show you this because I know in this room there are some cheap people. And if you're cheap and you're looking for something low cost to send out, you can't get much lower. I mean, you can do a 4x6-inch postcard, but like the next step up is this 6x9 piece that's tri-folded and it looks like an invitation. So when you get an invitation in the mail, You would open it up and say, geez, some— who— look, what are they inviting me to? And then when you open this up, you actually will see that you can put a sales letter inside of this. Now we're getting a little bit into the next level of outrageous mail, and this one here is— and you actually saw it in Keith Lee's 3D Mark— what is it, 3D something? Where's Keith? What? All right, that was 3dmailresults.com/billglazer. I can be shameless too, baby. So 3d.com, 3d— what is it again? 3d something. Oh, forget about it. Just go to Bill Glazer. So anyway, so this is a little mini trash can. I've used it many times. Keith had it on special here, I think, for 69 cents, which made me really feel bad because I paid $1.79 for them, but not from Keith, from my previous vendor. And this is a little mini plastic trash can that you send out, and you could do all kinds, all kinds of of neat things with it where you can put in a sales letter inside and says, with a headline, is, "Don't throw away the opportunity of a lifetime." Anything that's tied into trash and/or throwing away is a real smart thing to use for these outrageous advertising. Here's another one, one of my favorite one, is you can mail a coconut. Now this is a fake coconut that actually has a zipper and you open it up, and you could do a promotion such as, "You've got to be nuts not to take advantage of my X." And so, if you get this in the mail, you're going to have to open this thing up. By the way, here's an interesting thing about this. When you get your mail in your pile of mail, where does this have to be in the pile? Got to be on the top. Because if it's not on the top and if it's in the middle, you can't have a pile. Your thing is like this. So it's got to be on that. Not only does it get looked at, but it is right on the top of your mail. This has got to be open and read. Here's one. Next one is one that I use consistently for my menswear stores, which is extraordinary success. Every year at the end, right around about a month before prom season, where all the graduating seniors were getting ready for their prom, We used to go and buy a list of all the graduating male seniors in our particular geographic area, and we used to send them out this direct mail piece right here, which is a tube which has a tuxedo around it. This outperformed any offer that we ever sent to any of them previous years, tripled the offer.

Because when—

when— because if you think about it, most graduating seniors don't get a lot of mail. They're like getting text messages, but they're not getting a lot of mail. So when they get something in the mail, it's really special to them. And when they get a tube, it's really kind of special to them, and they saved it. And they went inside, we gave them the world's largest coupon for saving on their tuxedo rental. So this is another way to use dimensional type mail, or 3D something something something mail, for, for in order to get noticed and, and open in the mail. Now this one over here is— I first saw it, I, I think I got to give Dr. Greg Nielsen the original credit for it, although Nina Hershberger has used it. Uh, there was a gentleman, Bill Marvin, who was in our Peak Performers group last year, has used it. And this is sending out a little mini pill, pill container, uh, prescription, uh, what a container that you get your prescriptions in. You can actually mail this in the post office. So if you have the prescription for success in your business, any prescription for success in your business, you could be using this. Now the important thing about this is you got to realize is, yeah, Dr. Greg Nielsen, he is a chiropractor, so there's sort of like a prescription piece to this. But Bill Marvin He's a coach to the restaurant industry. So you don't get yourself locked into, how do I only use this if I have some kind of a medical tie? You can use it for anything as a prescription to fix whatever you need to fix. Okay, lesson number 5. Lesson number 5 is the more you tell, the more you sell. And the reason why I tell you this This, which is really important, is because one of the most common questions that I get all the time is, "Bill, you send out these huge, long sales letters, and who's going to read all that stuff?" Well, the person that's going to read all that stuff is the person that is interested in what you have to say. And if somebody is interested in what you've got to say, They will read everything you send them because they are voracious for learning more information before they make a buying decision. Conversely, if somebody isn't interested in what you've got to say, doesn't matter how long or how short you write to them. If they're not interested, doesn't matter. So if they are interested, you're better off delivering your entire marketing message to them because they're interested in all the information before they buy make a buying decision. But here's the big thing: when you look at longer sales letters, if I see the number one mistake that people make when they send me long sales letters to critique for them is they are boring. They're not engaging. There's nothing that's bringing me in to actually read it. Yeah, if I'm interested, I'll read it, but you got to at least keep me in the game. And if you take me out of the game, I'm never going to read anything. I don't care how interested I'm in. So in 2002, I believe it was, we sent out a direct mail letter to, uh, to, uh, to our customers, and it was the number one highest response direct mail letter we have ever sent out to our customers. As a matter of fact, we were so happy with it, we were so proud of it, that we decided that we were going to enter it into a— one of the national awards contests, which was called the RACC Award, which is for Retail Advertising Conference. So every year they give out the awards for the highest award in retail advertising. And we decided we were going to enter it, never thinking that we had a shot because who normally enters those is like Macy's and Nordstrom's and Lord Taylor and Best Buy and Target and Walmart. I mean, the big giants enter that. And we entered it and there was about 600 or so entries from around the United States. And we all of a sudden, the day that they came back with the finalist. We were one of the finalists on the list that was going to get an award, a finalist to win an award. So we decided that, hey, the award ceremony is in Chicago. We'll, we'll go to Chicago, sit in the awards ceremony, and see what this thing is all about. And we got there, and lo and behold, we won the award, the RAC Award, for the highest achievement you can get in retail advertising. And that would be good. And the rest of the story has all been downhill after that. So anyway, I thought you would like to see the marketing piece that we submitted and we won the award for. And it really proves this point of the more you tell, The more you sell. It actually was a marketing piece that was printed by our real good friends at City Print and City Blue, and you probably— you might have seen something like it on display there because we— once we latched on to it, everybody else seems to be latching on to it. And here it is. It's a 5-page handwritten sales letter on yellow legal pad, and there's a letter that goes out, and the first page it says, sometimes when things are tough tough, you've got to do some pretty dramatic things. And as you can see on there, it's all handwritten with little notes off to the side and words that are scratched off on there. And what I did is I started to write a story. And I wrote a story about the fact that here I am sitting in an airport getting ready to go onto a plane, you know, to a plane. And while I'm sitting here, I called my retail business, my retail store. And I talked to the manager of the store and he told me business hasn't been as good as I hoped it to be. So I want to do something pretty dramatic. I want to mark down and run this big sale, mark down a lot of my merchandise. But before I do that and advertise it to the general public, I want to let you know before I let everybody else know. And I don't want to waste any time, so I don't have time to get this thing all typed up real pretty. So I just took my handwritten sales letter here and gave it— I handed off my printer and said, here, make copies of this. And send it out to my best customers. And then on page 2, I went on and I included everything that would be on sale and the kinds of savings they would have, they would get. This is what we call in marketing pertinent information. Leaving out just one piece of pertinent information could deter a buying decision. Including all the pertinent information that's important for a buying decision, you want to do every time. And you never want to make the mistake of thinking that because people have done business with you in the past in whatever industry you're in that they're going to remember you and know who you are again. You want to give them the pertinent information each and every time. So this is all pertinent information. Then on page 3 we went on to say to them, but these prices aren't good enough for you because you're one of our best customers. So we want to do something even more special for you than letting you know about this in advance. I want to do something more special for you, and I'm going to let you know about that in just a second. And then I went on to say on page 4, I want to say is I urge you not to procrastinate because I'm going to put the sale on television and radio and let the whole world know about it. So please don't procrastinate, take action, which is another key marketing strategy, is letting people know what to do and when to do it, creating urgency to it. And then on the 5th page I gave them 4 shameless bribe coupons to come in. Now, number 1 most successful direct mail piece I ever sent out. That is the important lesson for you. Not the fact that I won this RAK Award for it. That's great, but you cannot take a RAK Award. I tried. I tried to take the RAK Award to my local bank and deposit it. They would not take it. They didn't get that. The money that I got from all the people coming in and buying their menswear, the bank was very happy to take that. That's the important lesson, is the number one most successful piece. So how can I use this in my business? In your particular business, and I can tell you I've seen people in the mortgage industry, real estate industry, um, in chiropractic, uh, in martial arts, everybody has used this concept in their business. So how can I take something that we know works and gets people's attention and to use it in our business? So tear sheet— how can you use tear sheets? You can use tear sheets a couple ways. Number one is you could actually run this as a regular magazine, a newspaper ad or magazine ad, which is a very smart way to use tear sheet type of mailings, which is advertorial mailing in there. And the other way is you can actually mail it. We had a vendor here specialized Specialized something, I don't know the rest of the name of their company. And they actually will take these for you, help you create them if you need to, and they will put them in a regular envelope, handwrite your name on the— handwrite the recipient's name on there, and even put on there a Post-it note on there that says, you know, Sam, try this, it works, Jay. Amazing what these do. But also look at all the copy that's on there. With this type of copy, you get to tell your entire story. And in this particular case, with some photos, you get to enhance your story. So this is a very, very smart way to use outrageous advertising, both in the mail and also in magazines as editorials and newspapers as editorials. Outrageous ideas are everywhere. So this is lesson number 6, and the reason why I share this with you is because you want to always be on the lookout for opportunities to be using outrageous in your marketing. And a lot of times they kind of just hit you when you don't even realize it. Let me give you an example of it. 2 years ago My wife and I and my brother-in-law, my sister and brother-in-law, we decided to go on a cruise. And one of the ports that we stopped at was Santorini, Greece. And we stopped at Santorini, Greece, and we were walking around, and I said— I walked by something that I saw, and I said, "Wait a minute, stop! Get out the camera. This is a photo op that I can use." And what was it? It was a donkey ride that went up the mountain. So I went up to the gentleman and I said to the gentleman with the donkey ride leader— what was his title? Donkey ride leader. I said to him, "Can I take a picture of me on the donkey? I don't want to go up the mountain. I just want a picture of me. I'll pay whatever the ride is," and it was a couple of euros. And he told me how many euros it was. The problem was that he didn't really speak English. He just said how many euros it was. So I got on the donkey and I was halfway up the mountain before they all realized I didn't want to go up the mountain, and they had to come run after me and bring me back to take the photo. But this was the photo that I took when I was going up the mountain. Some of you, many of you have probably already seen this photo if you're here, because I actually used it as part of the marketing funnel for the Super Conference. But here it is right here, is me and the donkey, which is which one is the bigger ass? And, and what was that? You, what did you say? Which one was the answer? Is that what you said? The president of Glazer Kenny, Bill Glazer riding a donkey in Santorini, Greece. So this was an opportunity that I was in Greece and I had an opportunity to take a photo and use it in my marketing. So one of the things I would tell you is always keep with you like a little digital camera with you you or a video with you all times. You never know when an opportunity is going to exist where you can grab something and use it in your marketing. Here's another one. About 3 years ago, Karen and I, we decided that we were going to go to, to the south of Israel, a place called Eilat. It's like a beach resort town. And while we were there, we were going to go on a camel ride in the Negev Desert, and I did the exact same thing there. Is I'm in the Negev Desert in the middle, in the Middle East, looking for you. And I just did my pose, you know, like that. Use this in marketing. I use this photo in 3 or 4 places already. I use it for my retail business, telling customers I was looking for them. I use it in Glaser Kennedy, telling some of our members that we're looking for you to attend a conference. You can be using this a lot of places, but seeing somebody on a camel, seeing somebody on a donkey really would make— makes a big, big— it makes people stop and say, "What's this all about?" It will get you into the APOW. Let me tell you another story. 5 years ago, Karen and I and my— again, my sister and brother-in-law, we went on an Alaskan cruise. And we got to Alaska 3 days early, and we did like a little land tour first. Funny thing about the land tour is my brother-in-law wanted to go to Denali National Park. And so they put you in a bus and you drive through Denali National Park, and like you're looking for like animals. Well, there ain't no animals. And you're driving around. So finally, I swear, what they do is they wheel out this moose. That's like, looks like a moose and it like has a battery in it and it like moves. That was the whole thing that happened at Denali National Park. That was like a great day. So, so, but we were in, we went to Alaska. So what I decided I was doing, what do people do with their friends and family members when they go on vacation? They send them postcards saying, you know, having a great time, wished you were here. Yeah, like they really wish They're here. So we're having a great time. Wish you were there. So I decided, why couldn't I send my customers a postcard while I'm on my— well, I'm in Alaska telling them what a great time I'm having. So what did I do? I got it from the, from the, from the cruise ship. We got a picture of the ship. We printed it up on the, on the front of the postcard, and I printed up 10,142 of these postcards. With a message on the back side, and I had them already printed up, and the message was printed on there, and I put all the postcards. It fits into 10,142 postcards, if you don't know, because I've done the research. Fits in like a shoebox-sized box, and I decided that I wanted to mail it from Alaska to make these— the, uh, the, the stamp authentic that it was actually mailed from Alaska. So I put it in my suitcase, and then the first morning we were on land, I woke up early in the morning, I got my box, and I walked up to the counter in the hotel. And there was a very nice young lady that was there, a very sweet young lady, very nice. And I put the box on the floor, and I walked up to her and said, "Excuse me, good morning. Do you know where I can mail some postcards?" And she said to me, "Mr. Glazer, I'll take those for you." So I reached down and picked them up, put them on the stuff, 10,142. I said, "Thank you." She said, "My God!" I said, "I know, I wrote them all last night. My arm is killing me." And they mailed out all the postcards. And this was the postcard that I sent out from Alaska. "Greetings from Alaska." And look at this: "Even when I'm on my cruise, I'm thinking of you." And look, that was me on top of the ship. Very artistic. So there's a way— again, outrageous advertising is always everywhere. You want to look for opportunities to use it. Lesson number 7: 3 possible responses. So I actually talked about this a little bit at the chapter meeting when I got here on Wednesday. We have a local chapter here in Nashville, and I went to the chapter meeting and spoke at the chapter meeting on Wednesday, and I talked about the 3 possible responses. You— most people only think of— there's only 2 possible responses when they send out marketing pieces. Either people are going to say yes, which is one response, I'm going to buy or respond or whatever, Or they're going to say, "No, I'm not going to buy. I'm not going to respond. I'm going to put it in the circular file. I'm going to throw it away." But the truth of the matter is there's a third response. And the third response is where there's a lot of money. And the third response is, "Maybe." And there's actually gold in the maybe people. See, these are people that kind of like what you have to say, but they just don't respond yet. So you've got to pay attention to the maybe people. And one of the best ways to pay attention to the maybe people is by giving them alternate way to respond so that you can give them more information to allow them to make a buying decision whether they want to do it or not. And how do you do that? Well, you think of where can I— where else can I provide information to them? One of the ways that you can provide information to them is let them go to your website. So to put down your website and give them a reason to go to your website to get more information. Here's another way that I like a lot, and I actually use Larry Kahn. Larry in the room? Larry Kahn here? I saw you yesterday. There you are, Larry Kahn. He's like the— you stand up and stay up, Larry. He's like the resident Yellow Page expert around here. So, uh, so he's the Yellow Page guy. So Larry Kahn, here's an ad that he put together, and he— what he has there is the important thing to look at is On the bottom of this ad, in the little circle there, it has allergy relief hotline. Discover 7 ways you can find allergy relief at home, and it gives an 800 number to call 24 hours. That is an alternate way to respond. See, there is a phone number in here, over here, 949-650-3068. Is that a real number, Larry? Oh, no more? Can you give out your real number now? No, never mind. So, uh, So, on the left over there, so if somebody doesn't want to call Larry, because like, look at Larry. Would you want to call Larry? No. So, if somebody doesn't want to call Larry, you want an alternate way to respond, which is, "How can I get more information?" Well, I can guarantee you, when you call this number and you listen to this free recorded message, everything's going to lead back to who? Who's going to lead back to Larry? So this is a way to give people more information, because as large as this Yellow Page ad is— and this is a fairly large Yellow Page ad— you're still restricted with how much information you can put on there. However, on a free recorded message, you have somebody listen for 7, 8, 9, 10 minutes. You can get a lot more information in there, which now helps them to make a buying decision. So sending them to like free recorded messages, sending them to Yelp, to websites so they get more information, is a very smart way to get the maybe people to then respond, because there's gold in the maybe people. Outrageous works in every media. Well, I showed you before a couple of medias that it works in, but I want to show you a couple more now. Number one is it works online. My God, Go figure that. That actually works a line. Here's one several years ago, one of Yannick Silver's. You spent some time, some of you, many of you spent some time yesterday with Yannick. How many of you were in the room with Yannick? Was that a good session? Yeah, Yannick's great. Yannick's great. And Yannick is one of the, by the way, Yannick is one of the best online copywriters there is out there today. So Yannick, a couple years ago, he had this big clutter of stuff in his basement of all his products. For whatever reason, maybe these are things that he took to seminars, maybe there were things that had a little bent corner on them and he couldn't sell them as new. Whatever it was, he had a bunch of stuff in his closet. And they were having like this— he and his wife Missy were having this party at their house. Missy couldn't stand the clutter that was downstairs in the basement, so Missy said to Yannick, "You got to get all this stuff out of here." And Yannick, being a smart marketer, didn't want to just throw it away. He wanted to figure out how to monetize it. So he ran this sale called Save Yannick's Marriage Sale, and he wrote an email campaign that he sent out to all the people on his list, and he showed a picture of of all the clutter that he had in his office there. So there's additional proof. And he cleaned everything out in 3 days with an outrageous online promotion. Here's another place that you can use it. Similar, very similar to what Scott showed you as far as Scott Tucker with direct mail with tear sheets. This is again the advertorial that's used. I wrote this for a client of mine, the Automotive Training Institute, advertorial, which is a hugely successful advertorial that we created, which is Exposed. The Exposed headline. Now, what do you think when you see the Exposed headline? You think this is like a Dan Rather that's coming in on 60 Minutes and they're going to expose you how disreputable that you are. So it's going to grab your attention and you're going to read it. The truth of the matter is, is this was a— this was a headline called "Exposed," and I first saw this years ago. I mean, I got to give credit where credit's due. I think I first saw this 10 years ago, this, this, this ad, uh, same headline that Dan Kennedy wrote for Joe Polish. So it's not like I invented this. And it says, "Exposed: Auto repair shop owner speaks out and reveals the raw truth." Raw truth is important words. About the management consultant Chubby Frederick advertises in this magazine all the time. And this person over here, Steve Craven, is the auto repair shop owner. He exposed Automotive Training Institute as being a wonderful place and a terrific place to do business with, and how much additional revenue this meant to him and his life, and how his lifestyle has changed. So what we used is the exposed concept to bring you into reading the ad, and then we exposed the fact that he was highly, highly successful— this company was highly successful in actually helping them— and then we gave them a way to respond. Lesson number 9: use photos in your advertising to make it more outrageous. I showed you some of, some of those already, but I figured I'd show you some more because photos photos today are— well, they still are one of the most underutilized tools that you can use in your advertising. And today, you really— it's so— years ago, before we had this whole digital camera stuff, it was kind of more difficult to use photos in your ad. You had the regular camera stuff, and you had to go to the camera store and get it developed, and then you got to take that to your person to stick it in the ad. And now it's just so easy with digital stuff that you can take a photo and just, like, send it to your computer and play around— I mean, I hear that this is done— and play around with it and stick it in the ad. So let me show you a couple examples of how we use photo. Well, first of all, the first one is now the photo that I'm using on the front of my book, but this is how I originally used it, which was this one right over here. Before our accountant noticed something that nobody else did, the best opportunity to buy menswear was discovered. Prices so low, you'll swear I'm crazy. And all we did was we went to a local costume store, and we rented a straitjacket, and we took it back to our menswear store. We didn't get any fancy studio. They put me in the straitjacket. They strapped it up. They got a digital camera. They snapped the photo, and 3 days later, they let me out of the straitjacket. And we've used this crazy thing for years. But now look at this. Now look at this and pay attention to it. The headline is a pretty good headline, right? Yes? But is the headline better with the photo? It's a lot better with the photo, because the photo tells a story. So using photos to help make your marketing more outrageous is a very, very smart thing to do. Here's another one we used. We went— same thing— in front of my menswear store, there was a parking lot, and the parking— this was downtown Baltimore. What do you have to have? What's the most critical thing you have to have in a parking lot in downtown Baltimore? You've got to have a fence. That's right. So there has to be a wrought iron fence that's around that parking lot, and it's got to withstand chains that are hooked up to it with big trucks trying to pull it off, okay? So there's a big wrought iron fence that was around that parking lot. So what I did was we just got one of these— some chain, because a lot of people in downtown Palmer carry around chain. We got some chain, and I wrapped I wrapped it around my wrist and I got a black mug out of the coffee place that we used in the store, our little kitchen place, and I held it in front of the thing and that was me behind prison bars. And look at that, announcing prices so low you'll swear this is illegal. Now once again, look at the headline. Good headline, right? Think about it. With the addition of the photo, does it make it a better headline? It does. It tells the story better. The next one is one of my favorite ones, which actually has become sort of a signature for me. In 2002, I believe it was, I delivered a seminar to 257 menswear retailers right before the biggest menswear trade show in the world, which is called the MAGIC Show. It's in Las Vegas. And there was 257 menswear retailers that were there. I talked at the seminar about the 10 biggest marketing mistakes that retailers make and the 10 biggest advertising mistakes that retailers make. And after the trade show, unbeknownst to me, there was a publisher of the largest menswear trade magazine in the world that's called MR Magazine, and the gentleman's name is Stu Nafusi. And he walked up to me and he said to me, Bill— I didn't even know he was in the room— he said, Bill, that stuff, that information was just absolutely wonderful, and I really want to have everybody, all the menswear retailers who read this magazine, which is every menswear retailer, to really get this information for you. Would you mind if we did a featured article on you? Now let me think about this for a second. I am providing a marketing system to menswear retailers. Here's the largest magazine in the world that wants to run a feature— or certainly the largest magazine in the United States wants to run a feature article on me to get my message out there. Do you know what I told him? I told him yes. I didn't even think about it. I said yes. I mean, how often does that opportunity come along? So what happened was, just at that time, one of the actual men's wear retailers that were already a member of my marketing system, happened to walk by and hear the conversation. And he said to us, he said, you know what, you really, that's a smart thing for you to do because Bill is out to save the retail world. And with that, I said to Stu Nafusi, I said, Stu, would you mind if I, on this article, if I got involved in creating the front photo of the insert that's going to go in this feature article and if I can do that, then I will tell you that I will agree to allow you to run the article on me. Now little did Stu know that I would have agreed to anything, but I kept my straight face on and he said okay. So I decided when I heard out to save the retail world that what I was going to do was I was going to create this article about, well, who's out to save the world from mass destruction? Superman. So I went and dressed up in a Superman outfit, and I decided that Bill Glazer out to save the retail world from mass destruction. And that's how the whole Superman thing was first created. And I now, as many of you know, I use this a lot of different places, this photo. A couple of interesting things about this, I'll just tell you. I always ask people all the time, I say to them, because people walk up to me in seminars and they ask me questions about the photo, and they say to me, questions like, you know, how hard was it to get this done? Well, it was real, real easy to get a Superman costume. That you can get easily. The Clark Kent glasses, I actually went to an optical store called Sterling Optical. They have Clark Kent glasses up the gazoo. That wasn't a problem. The hard thing about this was finding a telephone booth. There are no telephone booths left anymore. What we had to do was we had to go to the Baltimore Museum of Industry to find a telephone booth. Superman today is out of business. He's got no place to change. Here's another thing about this that I think you'll enjoy. The grimace on my face. People say to me, Bill, How long did it take to get that grimace just perfect on your face so you really looked like it was Superman? Did they have to keep taking the photo over and over and over again? I mean, you would appreciate this. And I said, no, underneath my suit I was wearing the entire Superman outfit. And with those tights on, you would be grimacing also. So that's the story about the Superman Thank you for being in shot. So here we show you how we use this photos to help relay a story. Certainly without that photo, that is not nearly as good of a presentation of the message.

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