John writes, "When I first heard about AMSOIL products in 2001 from my then fiancee, Shirley, I laughed until my sides hurt."

Why "everybody knows" that there is no difference between petroleum-based and synthetic oils, except that the synthetics are pricey.

I could get all of the great motor oil needed at Wal-Mart for 78 to 84 cents per quart--the store's splendid, money-saving house brand.

After all, oil just got dirty and needed constant replacement. Oil was a necessary evil. Why not spend less than $1.00 per quart?

Savvy consumer, don't you see? And as a hardened, skeptical marketing maven, I knew how to manipulate consumer emotions and fears, position something as a premium product with a lofty price, and promote the product as the solution to consumer fears.

Cosmetic companies do it so well. Give some facial mositurizer a fancy French name, use a unique uniquely-shaped one ounce bottle and splendid package. Next, find plenty of affluent, middle-aged ladies in search of hyped up "hope in a bottle" for $100 per ounce.

As a former consumer marketing executive, I thought AMSOIL was a magnificent marketing triumph of positioning, packaging and promotion over substance.

President Lincoln said you could "fool some of the people some of the time, but not all of the people all the time.' But it turned out that I had fooled myself.

After marrying Shirley, I started to handle my share of phone calls from her AMSOIL retail customers. Each of them wanted product delivery within hours and told me how AMSOIL products have improved their vehicles.

I couldn't believe that grown-up, real men were singing praises of a brand of synthetic oil to me, a stranger, and acting like beggars just to get their hands on these products within hours.

Were these real men or wimps? Would John Wayne have wanted them in his posse or did they belong in Mr. Roger's neighborhood? Time would tell.

After making many product deliveries for Shirley, I discovered that John Wayne would have deputized these guys without delay.

After taking Shirley's advice to "AMSOILIZE" my Lincoln Town Car, which ran like a sluggish golf cart and had a minor transmission problem, I became an instant AMSOIL convert.

I plan to live to 120. I am half way there. With AMSOIL, I'll still be driving my Lincoln Town Car in 2062.

That's why I coined the slogan that "AMSOIL saves time, money--even your engine."

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