It is reproduced with Mr. Brody’s permission and is Copyright © 2006, by Harvey Brody. All rights reserved.
Who is Harvey Brody and why should you download and read his report?
Harvey Brody, now in his 70’s, is an entrepreneur, patent developer and marketer who is an exponent of the Toll Position Concept.
It’s not a coincidence that many of the acknowledged legends of direct response marketing and information marketing attended his seminars in the 1970’s. People like Gary Halbert, Ben Suarez , Joe Karbo, Joe Sugarman, Jay Abraham, Dan Kennedy, Bud Weckesser and Jerry Buchanan.
What’s the toll position concept?
Here’s an excerpt from his talk that paints the picture:
…it was precisely at that time that I came up with what I called the “Toll-Position” concept, which relates to the fact that a person can own, or in some cases a person can merely control in an ongoing manner, but not actually own, a product or a concept that will enable that person to continuously earn an enormous amount of cash money, day after day, year after year, and decade after decade, without ever being “flipped”… or what some people call “being by-passed!”
In that way, cash money keeps getting “delivered” to the person in question, because he or she is in the same position as a person who privately owns the only bridge between two large cities, so that the people who desire to use such a bridge will need to pay a toll (or a fee) to the owner of the bridge, in order to be able to use it … period and end of story!
Examples of Toll Positions given in the report:
- Product ownership
- Control over a product (for example through licensing, resale rights or distributorships)
- Real estate
- Chemical formulas
- Trade secrets
When you read this report, keep in mind, this is the word-for-word transcript from a Q&A session. No editor has touched this so you’ll encounter some repetition and speed bumps. Ultimately, it’s the quality of the ideas that counts. Though amusingly, when he’s asked if he has any “non” money-making interests, he launches into stories like how he acquired a Patek-Phillippe for pennies on the dollar.
- There’s a lot of background about Harvey Brody’s personal life. There were 11 children in his father’s family and 7 in his mother’s — leaving him with an ungodly number of family members — yet not one shining example of success. Not one. Without mentioning Earl Nightingale in this talk, Brody clearly heeded Earl’s axiom: If there are no successful role models in your surroundings, do the OPPOSITE of what everyone else is doing.
- Brody uses the “Thomas Register of American Manufacturers” to research and set up his tollbooths in the same way marketers use the Standard Rate and Data Service (SRDS).
- He made a concerted effort to surround himself with mentors and successful people and disconnected from the losers.
- Brody embodies the truism, “Players Play.” It’s an attitude of enjoying the process and the thrill of the hunt, as opposed to retiring or just “sitting back.” Conversely, it’s the losers who fantasize, “if I only had a million…ten million…a hundred million, I’d do X” but they never cultivate the winner’s attitude that could attain it for them.
- He emphasizes the necessity of learning to think. People who are mired in multi-tasking hardly do this at all.
- Brody correctly mentions there are far more opportunities now available to a person who is just starting out with nothing these days, compared to the relatively meager number of opportunities that were available when he got going. The flip side is there are a hundred times more distractions to the undisciplined mind. Example: 97% of those who say they’re serious about making it online never focus on one good way of getting traffic and one good way of getting conversions because they’re chasing 20 targets at once like: SEO, social networking, PPC, list building, autoresponders, CRM, video, etc.
- He actively used visualization to get what he wanted.
- He broke his goals down into a manageable series of steps.
Harvey Brody’s course on Toll Position Marketing:
I don’t have it nor know where to get it, I’m all ears though.