The $10 billion Piece Of Clay Goop?

The Libertarian Fundraising Podcast

Here’s the story:
Back in the 1920s and 30s, most American homes were heated with coal-fire furnaces because it was the cheapest and most efficient option.
However, one particularly nasty side effect of the coal furnaces was that the soot that burned off from coal would stick to the wallpapers of people’s houses, staining it and leaving behind an ugly black residue.
At the time, the best way to clean it off was with a manufactured piece of clay that you could rub on the wallpaper to remove all the coal stains. And because so many homes in those days had coal furnaces, it was quite a profitable product to sell.
But, by the end of World War II, coal-fired furnaces were increasingly being replaced by clean-burning oil and gas furnaces that left no residue behind. And sales of wallpaper cleaner were further crippled by the invention of vinyl wallpaper, which only needed a quick rub with soap and water to be cleaned.
This endangered hundreds of businesses who made and sold the old wallpaper cleaner––businesses like the one owned by Cleo and Noah McVicker.
The McVicker brothers owned a soap company that made wallpaper cleaning products that they sold to grocery stores but ran into financial trouble when the orders stopped coming.
The result was the invention (or reinvention, more specifically) of the kids sculpting toy called Play Doh, which is a real life example of what Eugene Schwartz--the world’s greatest copywriter--called a “5th Stage” product--by far the toughest kind of product to sell.
In this episode, you'll discover the secret of how to sell the toughest type of product, service, candidate, and social/political cause there is!
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