There’s a Customer Born Every Minute by Joe Vitale


A review by Vijay Gandhi

In this book, the author tells us about P.T. Barnum, one of the super marketing experts of all times. I am simply informing you what the author had stated about this marketing baron. I am quite impressed with the author and P.T. Barnum. I strongly believe you too will love this book, if you wish to start a new business or plan an expansion.

Do you know what business will give you instant success right from its inception? Do you know how you can be a successful marketing personality? If you want to know the correct answers, you are definitely reading the right content here. Although, one can read about Barnum’s life in his autobiography, but the author of this book has captured the gist of Barnum’s life.

Barnum began his own newspaper, “The Herald of Freedom” which was a success right from the beginning. He was a famous speaker, a best-selling author, a politician, a showman, an investor and an entrepreneur as well. Some people say that he was probably America’s second millionaire. Other than circus, he had numerous businesses. He made some unknown guys or unsung heroes famous.

P.T. Barnum was very poor when he started into business but got rich very soon. Unfortunately, he lost all his money but got rich all over again for the second time. My salute to him; I should better give standing ovation to this genius. He was strong enough to tide over all the adversities in life. Barnum was the most recognized name in USA and maybe in the world in the 1800s. He forced himself into people’s minds.

P. Kotler, whose marketing books sells like hot cakes even nowadays, has numerous examples/case-studies from various industries. However, Barnum himself set several amazing examples. If you read about his super ten ideas’ of power for creating an empire you will surely laud his astonishing success as a businessman. He believed that there was a customer born every minute. He was probably the father of the publicity stunt. He trusted in giving people more than their money’s worth. Barnum knew how to take the media in his stride. He believed in heavy advertising and creating a lasting impact. Barnum practiced networking because he believed in people helping people to get results. He had mastered the art of negotiating creatively. He treated his employees and performers with respect. He knew about the power of the written word; so used it as a force to influence and mold public opinion.

P.T. Barnum was great orator and was not at all afraid to address a crowd as he had faith in the power of speaking. He practiced his own laws for success in business. He even preached that people should never give into intoxicating drinks. Barnum believed that one should engage in one kind of business only and stick to it faithfully. Once P.T. Barnum’s grandfather gave him a tract of land called Ivy Island. Barnum was proud of his inheritance; however, when he saw the land, it was clear to him that the land was swamp and virtually almost worthless. P. T. Barnum came to know that his grandfather had made P. T. Barnum a fool for six years or even more. However, P. T. Barnum benefited from that experience as well. Years later, he shrewdly offered his Ivy Island as collateral when he purchased his first museum.

P.T. Barnum’s concept of advertising was to get immediate attention. Barnum learned the magic of getting attention and thereafter, he followed it religiously. He also knew that people would spend their last nickel to have fun. When hard times hit and people had to choose between having their refrigerator or their radio repossessed, people chose the radio. P.T. Barnum knew that secret long before the rest of the world did. Even his advertisements concentrated on the uniqueness of everything that he touched. Barnum’s advertisements were rich in detail; absolutely clear and direct. When Barnum wrote advertisement copy, Barnum wrote in a style that respected the education of his readers.

In the 1800s, Barnum showed the visitors to his museum the first example of the African lungfish in America. The fish survived out of water for considerable period of time. The audience did not know about the fish and felt as if they had really seen a miracle. Barnum’s idea was to make one’s place of business fun to visit, a place where the customers can feel good. He believed that one must help people to feel good to get more of their business. Barnum knew that all people ever buy are good feelings. It does not matter what one’s product or service happens to be. P.T. Barnum also learned the secret for making unknown but talented people famous and in the process laughed all the way to the bank.

In 1841, P.T. Barnum wanted to buy the contents of Scudder’s Museum in New York City, which went up for sale. However, he had no money. Barnum wrote and hand delivered a letter to the owner of the museum outlining his offer. Barnum wrote if at any time he failed to meet the instalment due, he would vacate the premises and the owner can forfeit all that might have been paid to that date. In the proposal, Barnum asked Francis Olmstead, the owner, to bind Barnum in any way but give him a chance to buy the museum. Barnum offered Ivy Island as collateral. He bought the museum and its contents with nothing but his wits, an honest desire to succeed, and brass. Barnum treated his employees as friends and negotiated deals that satisfied everyone.

Disasters came in P.T. Barnum’s life but could not stop him. When Barnum’s museum burned down the first time, he was in the Connecticut state capital giving a speech. When he read the telegram that carried the bad news, he folded the paper and went on with his speech. Barnum had to rebuild his museum from scratch. When his museum burned down again in 1868, he read about it in the newspaper while eating breakfast. Barnum sent off some telegrams ordering his co-workers to restock their inventory and rebuild the museum, and then he finished breakfast. When his Jumbo, the elephant, was killed by a train in 1885, his faith carried him through, and faith became another of example of his will power. Barnum discovered the power of the written word in 1832 when he was in Connecticut jail. He began his own newspaper. After Barnum’s bankruptcy, he started giving a talk called “The Art of Money Getting.” He heavily advertised his talk and the results were astonishing. Barnum gave the talk a lot many numbers of times and within just four years it helped him pay off all his debts. One can use Barnum’s incredible speaking tips to create one’s own winning talk. He created new, wild, imaginative ways to increase his business.

Hey, wait, wait, wait! I have already revealed about maybe 20% or more of Barnum’s story. Do you know what he did for General Tom Thumb and Jenny Lind? Or do you know how Barnum was able to impress Queen Victoria? Do you want to know in more detail how Barnum got rich? Yes, or If this stuff appears interesting to you please read this book in full. Sorry guys! Please don’t expect a copy of book from me. You can get book online or from a prominent book store in the town.

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