THE GURU'S LECTURE: The running of the bulls is an ancient tradition. Every year on the 7th day of the 7th month at 7 in the morning bulls run down the streets in Pamplona, Spain headed to the Plaza De Toros. The Point of Entry into the stadium is shown in the photo below.

For your new customers there is also a Point of Entry.

Here is a simple example. What would your first action be if you are at home, the temperature outside is minus -5 degrees and the heating system fails? Most likely you would go to the phone and call a heating company. The point of entry thus is the phone call. The focus of the ad for the heating company should be on the phone number.

Let us now examine a more complex case. A clinic in Boston specializes in male impotence. Over the years the clinic has learned that the new client is embarrassed and afraid to be seen in the clinic. At the Point of Entry, privacy is the major issue. The solution was to focus their ads on "private waiting rooms."

Students, welcome to RULE 8: Focus on The Point of Entry

"I first observed the power of these bulls as a young Guru. That's me cowering in the doorway just to the right of the horns. The bulls are at the Point of Entry to the stadium."

"So you are saying we should act like bullfighters and lure customers into the ring where we will kill them?"

"Of course not. The Guru is making an analogy. We show customers the most obvious way into a business then we sell them what they want and need."

"It is so! Try this puzzle. A pet store wants to sell African Grey Parrots at $2,000 each. What do you suppose is the Point of Entry?"

"A box of Ritz Crackers?"

"Very funny. I would guess it's the price. If we had a sale it, might work."

"You both err! The pet store owner taught me this lesson. He said to sell parrots, you advertise parakeet's. It seems that middle age men buy parrots, but it's a whim that occurs while they are in the store getting their little kid a parakeet."   Move on to the video and quiz and let the lesson be learned!