July 28, 2003
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in this issue
-- Ideas in Action
-- Answer to Last Week's Brainteaser
-- The original bear skin rug
-- C'mon in . . .
-- Gerbil & Garfunkel
-- I love California!
-- Big Wheel
-- This Week's Brainteaser

Ideas in Action back to top
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Dear Dick,

Loved your column about "The Invisible Man."

The Zsa Zsa mug shot was priceless.

I've had great success using a slightly different approach with the "invisible" theme.

Here's how I do it. . .

Let's say I'm trying to get a plumber to place an ad under "Water Heaters." The plumber doesn't think that it's important enough for him to invest the money and he won't go for a full program.

He doesn't have any presence under "Water Heaters" in any of the competing directories either.

I prepare a "heading building program" as part of his overall ad package. I'll give him a ridiculously low introductory price on a good-sized ad under "Water Heaters."


This is the important part because I plant a seed that will reap huge rewards in our next edition.

I say to him,
"Right now, you don't have any presence under the "Water Heaters" heading. You're completely invisible to anybody who's looking there. You don't even exist."


I'm investing in you because I know that this ad will bring you business that you would otherwise lose.


From now on, you know that every call that you get for water heaters comes from my directory. You don't have any water heater ads anywhere else. You can see that we're working to get you new business."

Every water heater call reminds him that we're bringing him customers. It's more effective than an RCF (a special telephone line that measures the effectiveness of the ad) , because he has positive emotions tied to the sale.

He might not get a huge number of "Water Heater" calls, but now he has a trigger that tells him that my directories make him money.

When a businessman understands that he's invisible unless he's represented, he has a strong motivation to fix the problem.

With the right words, he'll build his own proof that our directories deliver results.

Keep up the great work,

Steve Boucher
Executive Vice President
TransWestern Publishing

Answer to Last Week's Brainteaser back to top
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There is a pole in a lake.

One-half of the pole is in the ground, another one-third of it is covered by water, and 9 ft is out of the water.

What is the total length of the pole in ft?

Click Here to See the Answer & Our Winner

The original bear skin rug back to top
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Kind of gives "Riding Bear Back" a whole new meaning, doesn't it?

C'mon in . . . back to top
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We finally found a way to reduce turnover.

Gerbil & Garfunkel back to top
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He ain't heavy, he's my hamster.

I love California! back to top
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Quote of the week . . .

"I wonder if other dogs think poodles are members of a weird religious cult."
- Rita Rudner


Yeah, probably the "Square-y Krishnas"

Big Wheel back to top
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Ever wonder why there's a helmet law?

This Week's Brainteaser back to top
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Buford has been making moonshine out back.

He offers his half-step-brother Festus the low, low price of $5 for a gallon.

After Festus gives Buford his last $5, Buford realizes that he only has a 5-gallon bucket and a 3-gallon bucket.

How on earth can he accurately measure one gallon of "Buford's Liquid Liposuction" using the two buckets?

Email your answer to puzzler@dicklarkin.com

We'll select one entry to receive a pump action bottle-popper.