I first learned the original version of this tactic from legendary copywriter, Gary Halbert.
Anytime Gary really wanted to create substantial credibility for a product he was promoting… like if he wanted to be able to say, “As Featured In XYZ Newspaper”… he would simply buy a space ad in the publication and print an advertorial (an ad that looks like an editorial).
Then he would be able to use the fact the product was “featured” in that publication in all other marketing.
The idea is to simply “buy the credibility”.
You can easily do the same, when creating your own products, by “buying the credibility” from the biggest, most respected experts in your niche.
Here’s how this works:
Step #1: Identify the experts in your niche who you would love to “co-create” a product with (for the credibility).
Step #2: Contact them to find out what they would charge you for a one or two hour private “consult”.
Step #3: Ask them if they would be okay with you recording the consultation and reselling it as a product.
Step #4: Create a VSL or long-form sales letter and sell the bad boy!
This is what Joe Polish did when he, ironically, paid Gary something like $10,000.00, for full day of consulting. He recorded the whole thing and turned it into a full-blown product.
Since then I’m sure he’s made a heck of a lot more from the sale of that product then the fee he paid Gary. Not too mention, he got a full day of consulting out of it.
Pretty cool. right?
(A few weeks ago I wrote a blog post about another way to gain instant credibility… with no cost… from big name, bestselling authors. You can read it here.)
