But he WAS the best in the world at his REAL business.Gary Halbert became the highest paid copywriter in the entire world, because Gary was in the business of GARY.Let me explain..Gary was quoted at one of his seminars, which went for $7k a head (~$22k in today’s money) to say:“I’m the last guy to ask for advice on how to have a successful copywriting business. I’m not in the copywriting business. I’m in the self-aggrandizement business.”Straight from the horse’s mouth, as the saying goes.By horse, I mean a massively successful workhorse whom I have enormous respect for. His work has taught me a lot. Along with, of course, his and Bond’s Boron Letters.Now, why was this so vitally important for you, and how can you use it in your marketing?This was incredibly crucial because almost all service providers and businesspeople tend to put themselves in a small, reactive, shrinking box.They charge small, comfortable fees. They don’t raise their value by promoting to the right crowds. They stay in these small and reactive zones.Gary did not.Gary was the highest paid copywriter in the world because he jumped out of that box with guns blazing. He had zero problem with telling people that he was amazing at writing copy and selling, which he was.Some head paid ~$22k in today’s money to learn that lesson in a hot-seat of Gary’s event.Was it worth it?You bet.But only if that head took the knowledge and was thankful for the opportunity to get that response, instead of getting mad that “that’s all” Gary said.Think about that.You’re not “in the business” that you’re really in.From now on, you’ll position yourself and your brand around yourself. And watch more money, respect, and status poor into your business when leads are primed by your approach.You think Conor McGregor, Muhammad Ali, or Mike Tyson were in the business of MMA or boxing?No.And that’s exactly why you remember their names.