“[People] walk around with their umbilical cords in hand, looking for a place to plug them in.”
As a copywriter and marketer, I always try to stay mindful of this, but the truth is, I’m as susceptible to this reality as anyone else.
There’s an old adage that salesmen are easy to sell to and since copywriters are salesmen in print, many of us spend a small fortune being persuaded.
Perhaps, you’re familiar with the above quotation via a well known marketing guru, who attributes the line to “a friend.”
I’m certain he found this memorable morsel in psychiatrist/trader, Alexander Elder’s book: Trading for A Living.
This direct mail package for Phillips Publishing’s Invest With the Masters is a perfect example of the umbilical cord concept. The reasoning goes, “I may not be as smart as Warren Buffett, John Templeton or Peter Lynch… but I am smart enough to follow what they’re investing in.
It’s a simple premise: you don’t have to be an investment genius to make money like one.
This magalog dates from a golden age of financial direct mail in the mid 1990s — before the hockey stick growth of the Internet.
It also mailed exactly five years before the implosion of financial direct mail in 2001 when 9/11, the anthrax attacks and postal rate hikes combined to knock a lot of smaller players out of the game.
Now You Can Harness The Moneymaking Power of the World’s Most Successful Investors… (19-page PDF, 5.2 mg) is still a terrific piece fifteen years after it mailed.