In 1925, an Austrian card shark named Victor Lustig sold the Eiffel Tower for a million
dollars.
Sounds crazy right?
Well, here’s the story of how it happened:
After a Paris newspaper published an article that the aging tower had become a costly nuisance to the French due to expensive upkeep…
Lustig reached out to France’s biggest metal companies…
And invited them to a private business meeting.
Posing as a top government official…
Lustig rented an expensive hotel room to host his guests, and drove them around the Eiffel Tower in a fancy limo with a chauffeur.
He explained the tower was being demolished and the French wanted to recoup their losses by selling the metal for scrap.
Considering the fact he wasn’t part of the government…
And no one in French politics or the business world had ever heard of him…
You might think at some point Lustig’s guests would get suspicious.
But they didn’t.
He struck a deal with a man named Andre Poisson to sell the tower for today’s equivalent of $1,000,000…
And Lustig quickly made off with a briefcase stuffed with French Francs.
So how on earth did an unknown foreigner with an Austrian accent sell his crazy story…
… and convince this wealthy mogul to part with so much cash?
In a nutshell…
Lustig was a student of human behavior and the psychology of persuasion.
He leaned heavily on something I call “The Irresistible 8”...
These are the 8 human desires we are all essentially helpless against, because we’re biologically programmed to want and pursue them.
The way Lustig hit on these desires to make his sale was nothing short of genius.
The problem of course, was that the Eiffel Tower was never for sale…
And Poisson got swindled badly.
Lustig was nothing but a lying con artist.
What he did was illegal and highly unethical.
Now...
Compare that with the man who sold the Brooklyn Bridge.
No, not the con men who preyed on unsuspecting newcomers during the early 20th century…
(Which is where the phrase, “If you believe that, I’ve got a bridge to sell you in Brooklyn,” first came from).
I’m talking about a savvy young man who purchased and resold the Brooklyn Bridge LEGALLY.
To happy customers.
For $14.95 a piece.
How?
In 1983, New York City celebrated the bridge’s 100th birthday by giving it a much needed facelift.
Part of the project involved the bridge’s historic wooden walkway being torn up and fully replaced.
During the update…
A down-on-his-luck New Jersey man named Paul Hartunian noticed workers piling up the old, rotten wood to be disposed of.
So he made an offer which was quickly accepted to purchase the wood for $500.
Hartunian then cut the wood into tiny, one-inch squares…
Attached each square to a certificate of authenticity and…
Mailed out hundreds of letters advertising “original pieces of the Brooklyn Bridge” now available for ownership.
Soon Hartunian’s phone was ringing off the hook.
People from across the country wanted his little wood squares.
He sold thousands.
He even got invited on Johnny Carson’s Tonight Show (which helped him sell thousands more).
But he didn’t stop there.
Years later, with the help of the internet…
Hartunian launched a “25th Anniversary of the Sale of the Brooklyn Bridge”.
Where he sold another 2500 wooden squares — this time for $497 each.
All told, it’s believed Paul Hartunian netted at least $1.75 million from his brilliant marketing ploy.
And that’s not even counting the business opportunities and consulting gigs that came his way from all the publicity.
If you’re wondering how an unknown man from Jersey City became a millionaire selling rotten pieces of wood (with little more than $500 in overhead)...
The answer is simple:
Paul Hartunian appealed to the same “Irresistible 8” that Victor Lustig had capitalized on for his fraudulent sale of the Eiffel Tower.
Except Hartunian did it legally and ethically…
Giving his customers exactly what they wanted and were expecting.
The result?
Not only did he make a lot of money…
He also made a huge name for himself and people loved his story.
Which led to a lifelong income as a high-paid marketer and consultant.
That’s the power of understanding the psychology of human desire.
If you’d like to know more about the “Irresistible 8”...
And how to use them the RIGHT way so you can ethically funnel more leads and sales than you ever thought possible into your business…
This is a topic we’ll be covering in-depth on tomorrow’s LIVE training:
7-Figure Copywriting Secrets that build massive businesses.
But the deadline to register ENDS tonight at 11:59 pm CT.
Even if you can’t make the live session tomorrow — you’ll still get access to the recording.
So if you want a serious upgrade to your marketing…
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In case this is the first email you’re seeing about this…
Here’s what’s going on…
**********
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Success Loves Speed,
Craig
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