Pity the Fool Who Does This…

Today’s the day: The meeting of the Mastermind Book Club where we’ll discuss “The Boron Letters” by Gary Halbert. 2:30 p.m. ET.

One-click registration here.

A true story, ripped from the pages of “The Boron Letters:”

Once upon a time, a beer company did a survey to find out which of their products customers preferred. You know what? To their astonisment, they found that 80% or so of the people they surveyed preferred their premium beer as opposed to their regular beer.

Why were they astonished? The answer is easy. You see, their sales figures were showing that most people bought their regular beer and NOT the premium.

What’s going on here? Well, for one thing, it is very common. You see, the surveyed people were trying to give the “right” answer and so they put down as an answer the beer they felt they SHOULD DRINK.

It happens all the time. But pity any fool who decides to go into the brewery business based on this kind of erroneous marketing information

That tiny tale changed the way I approached market research.

In general, “The Boron Letters” changed the way I approach marketing and sales.

That’s why I’ve read it so many times (I re-discover valuable lessons every time).

And that’s why Ted Prodromou and I chose it as this month’s selection for The Mastermind Book Club.

Every month, Ted and I choose a great business book to read. Club Members meet on the fourth Thursday of the month to discuss the book.

Halbert is among the all-time-great copywriters (maybe THE greatest).

This book is a collection of letters to his son Bond, loaded with lessons about business and life.

Bond has published an edition that includes chapter-by-chapter commentaries he wrote.

Bond will be our guest at the meeting.

And you’re invited to join us, too.

Club Membership is free.

If you click here, you’ll automatically save a seat for Thursday’s meeting and become a member of the Club (if you’re not already).