Legendary Article From Marlon
Date: July 7, 2007 10:48 a.m. Texas time
Re: New issue of “Marlon's Marketing Minute”
Title: The Legendary E.Joseph Cossman & What I Learned
From Him and Never Forgot About Having Your Own Exclusive
Products — A Vitally Important Message To Online
Marketers — Especially If You're 40 years or older.
Today's article is one I'm excited to write. It's a very
special article no one else on the Net could write. And that's the truth.
“The Legendary E.Joseph Cossman & What I Learned From Him
and Never Forgot About Having Your Own Exclusive Products
— A Vitally Important Message To Online Marketers —
Especially If You're 40 years or older.”
I hope you read this article today. It's worth your time.
Marlon's Marketing Minute
July 7, 2007
This issue contains:
A. Announcements from Marlon
B. Main Article: The Legendary E.Joseph Cossman & What I
Learned From Him and Never Forgot About Having Your Own
Exclusive Products — A Vitally Important Message To
Online Marketers — Especially If You're 40 years or older.
C. Services You Can Use
D. Ask Marlon Sanders
Brought to you by: Marlon Sanders – Publisher
After 2 years with me, and no college, Matt has received
an offer for $60,000 in San Antonio. For a lot of cities,
that wouldn't be a huge offer. In San Antonio, that's a
VERY high offer. I could but won't match it. My human
resources person is in an active search at the moment to
find his replacement. Matt will certainly be missed
though. We've had a great time together.
Matt is going to do a 1-time only call on what he has
learned about our affiliate program. If you want to get in
on it, it's $100. Just post to the support desk. I don't
have an order form. Just tell Tim want on the call for
A. “Announcements from Marlon”
One: Latest Milcer's newsletter went out.
I'm going to revamp the Milcer's concept soon. Probably
after I get Matt's replacement seated in.
Two: Transcripts for Affiliate Dashboard coaching program
They went out on Friday. I think they went out UPS ground.
You should have them in 5-6 business days. They look good!
I put dividers in between the calls.
Three: If you have any CUSTOMER SERVICE issues or
problems, please do NOT email. Either contact our live
chat monday- friday or post a message to the help desk
after hours: http://www.amazingformula.com/support
Four: Milcers — remember you can log on at Milcers.com
and ask me questions during the week. I respond on
weekends and beginning of the next week.
B. “The Legendary E.Joseph Cossman & What I Learned From
Him and Never Forgot About Having Your Own Exclusive
Products — A Vitally Important Message To Online
Marketers — Especially If You're 40 years or older”
By Marlon Sanders
You may or may not have heard of the legendary E. Joseph
Cossman. But if you've ever seen one of thos “ant farms in
a store in the U.S., I wouldn't be surprised if Joe's son
Howard STILL isn't getting a royalty on them.
In 1963, Joe wrote a book that is STILL at bookstores —
“How I Made a Million Dollars In Mail Order.” You would be
hard pressed to find a library in the U.S. that doesn't
have a copy on the shelves.
E. Joseph was a man among men. He once wrote this book
“The Virile Male.” And he was. Here I was, aboard a cruise
ship to do my first speech on marketing (coincidentally,
about how I did a 12-product survey on AOL). Tag Powell
was generous enough to allow me to speak, even though I
was a total nervous wreck and could barely hold onto my
It was also the first seminar Mizel and I did together.
Anyway, Ted Nicholas, Dan Poynter, E. Joseph and others
were the big name speakers.
Well, Joe at the time was 79 or something like that. He
was still muscular and tan as heck. He oozed charm like
you wouldn't believe.
At the dinner table, he took roses from the vase on the
table and passed them out to all the women at the table.
They swooned. His wife of many years was with him. But if
she wasn't, he would have had many interested ladies —
even though at that point he could barely hear.
Like I say, he really WAS the virile male. And a man among
men. He was on all the famous talk shows at the time and a
celebrity in his own right. He had the art of dominating a
trade show and stealing the attention down to a fine art.
He was a master showman.
The products Joe brought into this country were many and
legendary. The ant farm. The spud gun. Shunken heads. Spy
cakes. Hypnotic kits. The list goes on and on.
My mentor, Lew Williams, produced the first seminar E.
Joseph ever did on the mail order business. That goes back
a long time ago.
Before that, Lew was trained in copywriting by Thomas Hall
who did $5,000 and $10,000 seminars and coaching back 30 years ago.
So to say that coaching, seminars and big ticket info
stuff is a recent innovation would not be true. It's also
proof the business is here to stay.
Lew had given me a letter of introduction to Joe. I gave
it to “the man.” He looked at my writing portfolio I had
brought along. He said, “Son, you have a book here.”
And that's all he told me. But it was a profound statement
you can understand by reading the rest of this article.
Anyway, the way Joe made money is he imported products
from overseas and sold them in the U.S. through 27
distribution channels, a list of which is in Amazing
Formula as a I recall.
The KEY to Joe's system and how he made his millions is he
ALWAYS got EXCLUSIVE rights to distribute the products.
That is where I first learned that you needed your own
exclusive product. Later, when I bought my Harvey Brody
course (another old timer), I learned Harvey did the same
thing. Mostly he invented products then private labelled
them or sold them through master distributors.
I always had this background and knowledge of the benefits
and importance of “EXCLUSIVE” rights to a product, at
least in the country you're selling it in.
A lot of people today don't have the benefit of this
perspective. They're building transaction businesses based
on making others rich. Which is fine as a training ground.
Here is my PROOF and point: At age 79 or whatever Joe was
when he spoke on that cruise ship, rumor is he STILL had
$500,000 a year in passive royalty income coming in from
Well, his son Howard could say if that's true or not. Joe
produced courses you can still probably buy from Howard
and I recommend then.
It's a bit of a shame when someone like E. Joseph passes
on and people are so quick to forget that if they stand
tall, it IS because they stand on the shoulders of those
who went before them.
Giants and titans like Thomas Hall, E. Joseph Cossman. And
for me, my mentor Lew Williams. I could add Gary Halbert
to that list now. And others.
I feel like a lone voice in the wilderness in today's
market saying, “Guys and gals, don't listen to songs of
the sirens. Have your own exclusive products. Create your
own resellers. Create private labels. Go forth and
The young kids of today are geniuses. Many of them. Like
Matt. Age 21. No college. Works for me 2 years and gets a
$60,000 offer. Congrats to him. It's a new world we live in.
A lot of you guys and gals 40 years +. You got retirement
staring down the barrell at you. You weren't born with a
computer keyboard in your crib. You got something to lose.
You REMEMBER those ant farms and E. Joseph. For you, I
want to recommend you have, promote and sell your OWN
I recommend you then sell those products via an affiliate
program as your DOMINANT traffic method.
“Son, you have a book here.” That, I believe, is the only
thing Joe said to me. But he knew I needed my own thing to
sell. And he thought in terms of product exclusives.
Go and do thou likewise.
P.S. If you need someone ideas for your own big ticket
info product, here's a link I dug up:
It has 30 minutes of ideas from Action Grid. It's a good
audio to listen to.
Marlon Sanders is the author of “The Amazing Formula That
Sells Products Like Crazy.” If you'd like to get on his
mailing list and receive tips, articles and information
about online marketing, visit:
REPRINT RIGHTS: You have permission to use the above
article without omission and including the resource box.
You have the right to insert your reseller URL for
“Amazing Formula” in place of the existing URL.
C. “Services You Can Use”
Create Your OWN Info Product and have your OWN exclusive:
Or, if you're on a budget, try:
Newbie help: If you're a newbie, Amazing Formula gives you
the big picture: http://www.amazingformula.com
Need hosting, graphic design, autoresponders? Shopping cart.
Design Dashboard is MORE than design. It covers all the
above and how to save a fortune:
D. Ask Marlon Sanders!
I've bought everything and spent a ton of money on
different marketers stuff. It has been 2 years. How come I
haven't made any money yet?
— Name Withheld (but they're in Australia)
A few questions for you:
1. Have you targeted a market yet?
2. Have you done a 12-product survey to find out what they
3. Have you creaed your OWN products to sell?
4. Did you stick closely to my 12-step formula when you
wrote your sales letter? (These are spelled out in “Gimme
My Money Now” and Push Button Letters.)
5. Does your web page have ONLY a sales letter on it and
links to order or do you have additional links?
6. Do you have an affiliate program and do you promote it
heavily by contacting potential affiliates?
7. Have you tried more than once?
8. Does your product have a clear USP vs. other products?
9. Have you read and followed the steps in Amazing Formula
and Gimme My Money Now? Did you follow the steps in the
Most people I have seen who ask this question have not
created and marketed even ONE product. See, the money
comes from the PRODUCTS being created and sold.
The short answer is that you've gotta sell what people
wanna buy. And if you aren't making money you either don't
have your own product you're selling or you're selling
something they don't wanna buy.
This is all laid out clearly in “Amazing Formula.”
“Marlon's Marketing Minute” is copyright 2007, Higher
Response Marketing Inc. All rights reserved.
Visit us on the web at http://www.amazingformula.com for
more information on how you can sell products and services
like crazy on and off the net.
To those we love who have gone on to a greater mission, I
leave this thought…
May the road rise to meet you. May the wind always be at
your back. The sun shine warm upon your face. The rain
fall soft upon your fields. And until we meet again, may
God hold you in the hollow of his hands.
— an irish blessing
In 1978 this ad changed my life. But what is “the thing”
that caused me to buy it? What about the other ads I show?
What secret allowed me to get paid 70,000+ times for info products?
Click here to see it.
About the Author
Author of "The Amazing Formula That Sells Like Crazy", creator of the original Push Button Letters software, creator of the genre of "Dashboard" info products. Speaker in 120 seminars around the wordl.