Sales came easily. He sold you a persona. He sold “Radar Roy.” He sold an ex-cop and expert. He sold a guy who was nice enough to cross over from being “the man.” He shared knowledge and recommendations directly with his “Perfect Customer.” His message created their “Fantasy Result” of not getting speeding tickets. And oh by the way, if you had interest in buying a radar detector, Roy Reyer’s Radarbusters network of 45 websites would also be nice enough to sell you exactly what you needed. This is how he built the multi-million dollar online empire that totally dominated an industry.