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What You Can Do to Be the Next Joe Karbo
If you type in a copy and ask “Who is Joe Karbo”, you should see this… and if you don’t, you’ll want to see this.
Joe Karbo is the man who wrote the article “MOST PEOPLE ARE BUSY BUILDING THE WEALTH TO MAKE MONEY.” It is the title that makes readers nod their heads in agreement … to agree, understand and agree … but most importantly, to stop what they were doing … I think it’s a story but really) marketing.
His self-published book LAZY MAN’S WAY TO RICHES revolutionized the marketing industry…and millions of people along the way. They sold 2,785,500 copies through print ads… excluding bookstores…
But in order to understand how he wrote the title, the physical version and the book itself, we must look closely at the life events that led him to a very special wealth. . . one of the best articles ever written…
Joe was born in LA, the son of immigrants who worked in a sewing shop. He attended Manual Arts High School and served in the Navy. He was in the South Pacific as a medic and medic during WW II. He returned to start a wholesale paper business which he sold in 1950 to take acting lessons at the Pasadena Playhouse…
Along the way he did a TV commercial and became a spokesperson for a Maywood California car dealership. Joe started writing ad copy… with a low key, down to earth and honest approach to car sales. The result was that Joe became famous…he made a lot of money…and the seller got rich.
Joe felt there was a market for late night TV if the quality of programming was important. Back then most TV stations stopped at midnight. Joe bought 6 hours, from midnight to 6 AM, playing videos and doing interviews with famous people like Sinatra, Sammy Davis Jr, Dinah Shore and many others. His show was “The All Night Show” in LA on KTTV, Channel 11 and, according to Joe, the first night show in America.
He needed to raise money to cover the cost of the show… but the advertisers couldn’t buy it… so Joe bought his own products, wrote and posted his own ads selling the products. He gained weight…very quickly.
A few years later the station was sold. The new owners bided their time and would not extend his contract. He faced huge debts on the property he owned and had no way to sell it. His income of about $50,000 a week went to zero and he was in trouble.
He had to feed a family of ten people. He moved into a modest, affordable apartment, drove and repossessed a Ford Falcon and faced $50,000 in debt. He met several lawyers who encouraged him to go to finance. Instead, he learned to negotiate with his lender.
He called his creditors together and within 90 minutes they were arguing and saying things like “If you don’t believe that I have committed a conspiracy, you will force me to return the money. If it turns out that I have hidden money somewhere, you will find it. and maybe put me in jail… They gave him nine years to pay back his debt.
In that he wrote a book called THE POWER OF MONEY MANAGEMENT or HOW TO GET OUT OF DEBT IN 90 MINUTES WITHOUT BEAUTIFUL… which he sold through newspapers and magazines advertising in the local media… the book was very successful and he gave it to him. confidence to try to sell its equipment in the same way.
Before Christmas they sold decorations in the dark tree using (among others), headlines like “THE FUN BEGINS WHEN THE ANIMALS DRY”. They sold thousands of door peepers (peek holes in doors to see who is knocking) and advertisements that began with the headline “SEE THROUGH BOOKS, WALLS AND LOCKED DOORS”…
When Joe negotiated nine years’ worth of payments with his lenders he was able to pay back every cent in less than three years. He took on projects from other salespeople and, being ambitious for the job, removed a fixed fee from the sales volume… he wrote his own brochures and sold them using direct marketing methods he had developed through experience…
His name and reputation grew within the “mail order” community and he helped many others… This led him to the idea of writing a book… in fact, two books in one cover. The first book talked about being a person who had confidence, a mindset to be successful… setting and achieving goals and how to be someone that others would want to work with. A combination of TM, Positive Mental Attitude and Cybernetics. The second book revealed all of his secrets on how to choose and sell products using mail order techniques… secrets that he spent years learning through trial and error.
But before writing the book, he wanted to see what kind of market he had in mind. He did something that was common at the time… a lot of postal workers did… but it’s illegal today. He wrote an ad before he wrote the book and then (this is illegal these days), he placed a test ad for a product that never existed.
His plan was to return every cent he collected with a note stating that his response was so great that he was out of stock… he couldn’t ship the book as promised… book again… before additional sales were placed.
The answer was great. More than he could ever dream of. He returned every penny and then took his family to a cabin he owned in Lake Arrowhead CA. while six weeks later he wrote “THE MAN’S WAY TO WEALTH”
Advertisements for the book ran for years…in newspapers and magazines distributed in the USA and in select vehicles around the world. The book (and ad) was also translated into other languages. These ads are still being studied today … used as examples of other offerings … used as a teaching tool in real-world marketing courses … in bookstores.
Joe had a staff of 40 people who helped with installation and media production and then varied. His publishing company was able to fund him to create Karbo Advertising, FP Schools, Northwestern Pharmaceuticals and an international marketing management company.
In 1980, Joe, at the age of 55, was being interviewed at his home in Huntington Harbor CA by morning newspaper workers and died suddenly of a heart attack. At the time, he was said to be working on a new book of letters called “TO HELL WITH THE KIDS, WHAT ABOUT YOU AND I, BABY”.
In early interviews he admitted that the book cost 50 cents to make (it was a sheet of paper with circular binding between heavy paper for a heavy-duty cover), selling for $10 a copy. It was very important… since the reader was paying for the information… not the materials. The section that talks about his trading secrets was worth the usual $10 retail price.
They had a special guarantee stating that the buyer must send a check within 30 days after the order date and within 30 days, if they are not 100% satisfied, to return the book and receive the original check.
So now, what can you do to become the next Joe Karbo?
Think about it…he was an ordinary man…not educated, he had success… some big failures… not too different from most of us… the thing is… … he kept learning… he kept doing… He developed a philosophy of positive thinking. .. he faced problems head on… he was reliable and honest … and he never gave up. Want to say more?
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