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This is the Russell Brunson show.

Hey, this is Russell. Welcome back to The Vault. Today I got some really cool things to share with you. I got a really cool old original signed bookset. But more importantly today, we're going to talk about the ad that actually sold this book set, which is what's going to be really fun. I spent about $500 for this book set. And then the ad, I spent $50 just for the return reply cards. I can't believe I found this. And I don't know where I got the sales letter, but it's one of the coolest things in the world. Okay, so this book set right here is called The Book of Life and it's written by someone named Robert Collier. Now, some of my marketing friends and advertisers probably know of a guy named Robert Collier who wrote a book called the Robert Collier's letter book, which one of the greatest advertising books of all time. But what a lot of people don't know is that Robert Collier, he was a great advertiser and he wrote books on advertising. But what he was advertising was his own personal development books. He is one of the most prolific writers in the personal development, New Thought Movement. One of my favorite authors, he wrote so many amazing books.

And this was one of the very first book sets he ever wrote.

It's exciting because I found a copy that came in the original box that would have shipped it in.

And so it's got like the original postage, it's got the branding on here and everything.

And then when you pull the books out, it gets the first edition, but this edition also is actually signed by Mr.

Robert Collier right there. This book was published in 1925. Again, he sold this book set. He sold

other books sets. He had a magazine called House 7. Then he had another magazine that he launched

later called Mind Magazine, a whole bunch of other stuff, tons of booklets and like, but what's

crazy is that during his time, back in 1920s, he sold over $200 million worth of his information products through direct mail. So there's not very many people today's world. We're using Facebook and Instagram, all sorts of stuff that sold $200 million. And this guy did it by writing letters like these ones, which is why this is so cool. And so you can read about the letters and his advertising philosophy in the Robert Collier letter book, but to actually find one of the original ads is really rare. It's a magalog, as I'll show you here, with a return reply card to get this exact autographed book set. And so together these things all kind of weave together to one of the coolest things inside of my collection. Back then people would send sales letters out or ads and magazines. Like he was writing what nowadays we call magalogs, right? So it's like a magazine. So people didn't know this was an ad. They get this thing and at the top, there's this picture of a genie and a lamp. It calls the Secret of the Ages. Says, you remember the story of Aladdin in his wonderful lamp, how he had to but rub this lamp and there spraying forth a powerful genie ready to instantly do his bidding? Riches, fame, power, this marvelous genie carried them into the hollows of his hand. Anything that Aladdin might wish for from power to fortune to the hand of the beautiful princess he had, but to command and the servant of the lamp would forthwith produce

it. Oh, such good copy and like imagery is how he's pulling you in here. As you look through the page, like just how it's structured, like how you can live your dreams, right? So he was likening this book set to a genie on lamp, right? He's not just saying like, buy my new book, you're going to learn how to blah, blah, blah, blah, blah. He's like, imagine having your own where you could rub it in anything you wanted it could come true right so he's creating this

visualization inside your mind what anyone would want right who wouldn't want their own He's like, imagine having your own genie where you could rub it in anything you want it could come true, right?

So he's creating this visualization inside your mind of what anyone would want, right?

Who wouldn't want their own genie in the lamp? And as he goes through this now, he's talking about you can live your dreams if you have this genie, right? And he starts telling stories and case studies of people who had the secret that's just like a lamp and like what happened to them and he's sharing case studies, right? He used

the word of the secret of success, which is now trademarked by me. So it's kind of cool that

he was using my phrase. It has ads in 1925, which is kind of cool. And then even has it down here, like, you start noticing the call to action start coming to the Magalog. You can try it for free for a week without cost. So what am I trying? Like my own genie in the lamp for free for a week. Like, What does that look like, right? She's, again, tells this story here, tells a story about how fortune came to John Randall.

And this is my favorite part the middle insert here here's your genie what will you ask of him and this is where it starts blending in together like the genie the visualization of the genie and then you rubbing the genie and in between the genie and that are the books that like these are the books like this is the equivalent of the genie in the magic lamp how different is that then just going out there and like hey here's my book you're going to learn how to blah blah blah blah which is what most people do right I was thinking about this on creating a product or off now it's like what is this the equivalent of in their life right like if you have a product teaching weight loss right like what's the equivalent? This is the equivalent of having a trainer, living by you 24 hours a day, doing liposuction while you're walking and eating cheeseburger, like whatever, like the visualization of that, of the thing that they want the most, that would be the most appealing. I'm sure the liposuction actually would not be that appealing, but you got to mean, like, creating that visualization inside someone's mind and the way he did it here with the genie and lamp is so beautiful.

In fact, with my new book coming out soon and i

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