← All people
Mentioned

Gary Halbert

his want-vs-should marketing lesson

8 transcript mentions
Mentions over time
8 total · by year · from the transcripts
’19’20’212’221’231’241’251’262
2
receipts
0
numbers
2
episodes
0
guest
By type
2
  • Framework1 · 50%
  • Story1 · 50%
By speaker
2
  • Shaan1 · 50%
  • Guest1 · 50%
By topic
3
  • Marketing / Growth2 · 67%
  • Personal Finance1 · 33%
Most quoted in
#147How Sam Hacked Amazon's Book Rankings, A $600m Exit, And Crypto with Brother Aaaron1×#95with Craig Clemens of Golden Hippo - The 9-Figure Business You've Never Heard Of1×

Comes up with

most-shared episodes
AaronPerson1×Al RiesPerson1×AmazonCompany1×Balaji SrinivasanPerson1×Bernie EcclestonePerson1×Claude HopkinsPerson1×CopyworkConcept1×Craig ClemensPerson1×

In the moments

2 linked receipts
Framework

Market what people want to do, not what they should do

Shaan cites Gary Halbert (Boron Letters): more money is lost trying to market what people should do instead of what they want to do. The romance-fiction experiment is the lesson played out: build for real desire, not idealism.

“He goes, never has more money been lost than trying to market what people should do instead of what they want to do. Is such a big lesson, especially for Silicon Valley and engineers and stuff like that. Like, there's a lot of really idealistic people who want to be successful. They want their product to be used, and they want more customers. They wonder why they're not growing, and it's because they've built something that they think people should do rather than what they want to do.”

Steal thisBuild for what customers actually want to do, not what you think they should do.

EP 147 · 24:07 · SHAAN
Read at 24:07
mfmindex.com№ 0147-1447
Story

Copywriting as a college education: 3 years of audio in the car

Clemens explains how he replaced formal schooling by listening only to Jack Trout, Al Ries, Good to Great, and Gary Halbert audio in his car for three years while running Eben Pagan's info-product incubator (Altitude).

“By this time I was proficient in copywriting and marketing. I was— that became my college education. I didn't listen to music in my car for 3 years. I only listened to like audio cassettes by Jack Trout and Al Rize and Good to Great and, you know, Gary Halbert shit.”

Steal thisReplace your commute music with audiobooks and lectures in one skill until you've mastered it.

EP 95 · 22:12 · CRAIG CLEMENS
Read at 22:12
mfmindex.com№ 0095-1332