盖瑞亥尔波特
盖瑞·亥尔波特(Gary C.Halbert)——直复式营销之神，文案撰稿大师
Gary C.Halbert(1938.06—2007.04)
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盖瑞·亥尔波特(Gary C.Halbert)是美国直复式营销的奠基人，文案撰稿大师。盖瑞·亥尔波特的邮件式销售，同时也开创了中小企业和个人企业的营销之路。从此以后，中小企业即使没有品牌，没有资金，没有雄厚的运营实力，也依然可以凭借着自己撰写的销售信，成功完成产品销售。盖瑞·亥尔波特曾经写过一封“世界上最赚钱的营销信”，这封信仅仅350个字，却让他赚了收回了1.78亿美金，Gary Halbert从中赚了589万美金。后来他把这封信的所有权卖给了Ancestry Search公司，作价7千万美金。
The Most Valuable Website On the Entire Internet!
From:
Gary C. Halbert
North of Jewfish Creek
Thursday, 8:37 a.m.
Dear Friend,
I have no idea how you got to this website.
Maybe you read about it in some publication. Maybe a friend referred you to it. Perhaps you stumbled onto it by pure dumb luck.
But, however you got here, you have arrived at what is, without question, the most valuable website on the entire Internet!
Here's why: Back in September of 1986, I began publishing a newsletter cleverly called The Gary Halbert Letter. The subscription price was $195.00 per year and, with very little promotion, I soon had readers in more than 50 countries. Then, I started offering a Lifetime Subscription for $2,855.00.
And, guess what? It wasn't long until nearly all my subscribers were Lifetime Subscribers!
Since I began writing this newsletter, I have received thousands upon thousands of letters from people telling me how my newsletters have helped them make millions (sometimes tens of millions) of dollars, saved their health (and, in some cases, literally saved their lives), kept their marriages intact... and... in various other ways... improved their lives immensely.
So, I got to thinking, "Well, hell... if what I write helps people this much, it should be available to everyone... even if... they can't afford to subscribe to my newsletter." Therefore, I've put all my newsletters (with some very sparse editing) right here on this website... for... everyone in the world... to read...
- Absolutely Free!
Just click below where it says "Newsletter Menu"... then... you'll be taken to a page where you'll see a forest of envelope icons with "Headlines" on them.
Each envelope contains one issue of my newsletter. And, as you'll soon see, the subject of each individual newsletter is identified on the front of the envelope. If it looks like any particular newsletter would be of interest to you, just click on the envelope it's in... and... shazam!... the entire text of that issue will appear instantly (no downloading required) on your computer screen. You can read it on your screen, print it out and read it, schmuck it onto a floppy disk or CD... or... whatever your little heart desires.
It's 100% free. There's nothing you have to buy... and... on this website...
- You Will NEVER See A Scum-Sucking Pop-Up Ad Or A Scum-Sucking Banner Ad!
Please excuse my "French"... but... I hate those damn things.
Whatever. Anyway, I write a new issue of my newsletter approximately every 30-days... and... if you want to know immediately when a new issue is posted, just click below and send me your e-mail address. Then, I'll send you a one-line e-mail message each month telling you the brand new issue is now on the website.
It is NOT necessary for you to send me your e-mail address... but... if you do, I will never let anyone else have it... nor... will I myself use it for any reason except to let you know my newest issue has been posted on this site. You see, I hate SPAM or any other form of unsolicited e-mail almost as much as I hate banner and pop-up ads!
In any case, I hope you find as much value in these newsletters as thousands of others have.
Sincerely,
Gary C. Halbert
"The Prince Of Print"
Gary在不久前辞世了。在Gary的学生整理他生前的资料时，发现了记录在日记本上的"失传的5个营销秘密"。这5 个营销秘密从来没有发布过，是Gary进行营销信写作和营销方案策划的指导思想。
1.描述对方心中的渴望。
如果你不知道对方想要的是什么，对方的渴望为何，你是无法完成销售的。但是，即使你知道这些，却无法使用准确有力的语言加以描绘，也同样无法启动对方的购买欲望。
成交的心理过程有三步:
"第一步，进入对方的世界（描绘客户的内心）；
第二步，把客户带到他的世界的边缘（引导客户）；
第三步，将客户带入你的世界（实现销售）。"
而实际上，近年来所流行的"顾问式销售"，这是从Gary的这一条秘诀发展而来。而其中的关键，恰恰是第一步----用准确的语言描述对方的渴望和愿景，以进入对方的世界。
2.建立强大的信赖。
没有人会把钱交给陌生人，因为信不过。想要客户把他的钱放入你的口袋，你需要建立强大的信赖感。建立强大的信赖感，最常见的方法有：使用客户见证，将自己包装成专家，使用同级别专家的见证。除了这些立竿见影的方法外，你还可以通过分步成交，完成信赖感的建立。如果你想要成交一笔金额较大的订单，那么不妨设计多步成交环节。
"第一步，让对方获得很小的代价，
就得到应有的价值，并开始获益；
第二步，开展咨询，为客户使用产品提供指导；
第三步，完成全部交易。＂
这样做的好处是，第一，你可以通过较低的金额，轻松完成第一笔交易，扩大前端；第二，完成交易后，你可以迅速为对方提供服务，让客户验证你的诚信，享受你的价值；第三，你获得了和客户进行更多交流的机会，更多的交流，就意味着更多的销售。
3.让客户享受你提供的价值，然后再收取回报。
我要求你，除非你能给予客户10倍的价值，才有资格收取1倍的回报。你要设计你的营销流程，让客户首先体验到你的价值，而后再支付金钱。这样做，你的回报将会成倍成倍的增加，因为客户只有在获得价值后，才支付金钱，你则将所有交易的风险都一肩承担。你做错了什么，将你的客户挡在了门外？对了，正是价值。如果你坚持先获得回报，再提供价值，你将硬生生将潜在客户赶出大门；而如果反过来，你不但能够赢得失去的客户，你也将赚的更多。
4.激活客户的好奇心
好奇害死猫。同样的，好奇也会促使客户花钱购买。如果你的产品，或者你对产品的描述，可以激发客户的好奇心，那么你就再也不用担心销售了。销售就是变魔术，一旦揭穿了谜底，尽管表演同样精彩，光彩也将退色不少。现在，就立即修改你的广告词和对产品的描述，"一定要让广告词像魔术、像谜语、像半裸的少女。让客户忍不住，想要掀开表面，看到内在。而揭秘的代价，就是购买！"
5.你必须测试
没有什么放之四海而皆赚钱的策略和方法，不同产品的销售，也要求不同营销策略的相互组合。你必须在大规模投入之前，测试你的想法，是否真的可行。"逻辑不可信、消费心理分析不可信，成功的经验不可信，权威的理论不可行。 "因此，你必须在启动一个营销策略之前，花一点时间精力甚至金钱，测试一下你的整体方案，看看客户的反馈是否热烈。测试将帮助你将风险降到最低。而一旦发现测试结果良好，那就尽情放大吧