Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
The Most
Effective
Articles
Ever
FROM THE
WORLD’S TOP
MARKETERS
COMPILED & EDITED BY MICHAEL CARNEY
DEDICATIONS
The right of Michael Carney to be identified as the creator of this work has been asserted by Michael Carney
in accordance with the Copyright, Designs and Patents Act 1988.
No part of this publication may be stored in a retrieval system, transmitted or reproduced in any way, including but not limited to digital
copying and printing, without the prior agreement and written permission of the publisher.
Text and images available over the internet may be subject to copyright and other intellectual rights owned by third parties. All URLs,
product names and/or logos may be trademarks and/or copyrights of their respective owners. Articles are reprinted in this ebook with the
express consent of each author or the author’s agent.
The author, compiler and publisher of “The Most Effective Articles Ever - By The World’s Top Marketers” have made every effort to
provide helpful and informative advice on marketing through the publication of this ebook. However they make no representation or
warranties regarding the completeness or accuracy of this resource, or its applicability to any specific circumstance. They accept no
liability of any kind for any losses or damages caused, or alleged to be caused, directly or indirectly, from using the information provided.
This publication is a tool. It is not intended to be, nor should it be considered to be, business advice. Companies and individuals must
themselves determine their marketing activities based upon their particular circumstances, and upon all information available to them.
http://www.WorldsTopMarketers.com
info@WorldsTopMarketers.com
http://www.WorldsTopMarketers.com 2
about
The Combined
Wisdom Of 71
Michael Carney is the
creator and producer
of this ebook.
Of The World’s
Top Marketers
This ebook features a truly unique marketing resource. 71 of the
World’s Top Marketers have agreed to share the Most Effective
Articles they ever wrote — and, in most cases, to comment on
the background behind that effectiveness. The ideas, tips and
techniques you’ll discover will give an amazing energy boost to
your current marketing efforts.
Michael Carney
http://www.WorldsTopMarketers.com 3
contents 01
71 Email Test
3 17
How To Power 19
Economic 28
Sales Bookstore
33 41
http://www.WorldsTopMarketers.com 4
contents 02
The Entrepreneur’s Pricing
49 53
Tips 56
How To Succeed 64
Copy 69
Judging An 75
http://www.WorldsTopMarketers.com 5
Take The
contents 03 81
What Are 86
Top Ten 93
Untold 98
Doorway Secrets
Pages Of Marketing
WILLIE CRAWFORD on getting to Number KLAUS DAHL endorses the Golden Rule — of
One with the search engines marketing and of life in general.
Follow-Up Perpetual
108 114
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Specific
contents 04 116
Your 124
Email 142
The 150
Marketing Booklet
Mistakes
BRYAN EISENBERG saves us from a trip
Journey
How a free booklet led PAULETTE ENSIGN
through the Looking Glass. into incredible new territories.
Search The
158 164
http://www.WorldsTopMarketers.com 7
Headlines,
contents 05 185
The Perfect 199
Ending Up
Richer After The
208
Seminars: 215
The Ultimate
Recession
DAVID GARFINKEL and his strategies for
Marketing Tool
FRED GLEECK makes money on seminars. Most
“getting over it”. people don’t.
IdeaVirus Pinpoint
Accuracy
Don’t interrupt, argues SETH GODIN. It isn’t MARC GOLDMAN doesn’t believe in selling all
cost-effective anymore. things to all people. There’s a better way.
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contents 06
Niche Jump Start
231 259
Little-Used 274
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contents 07
The 10 Qualifying
295 306
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Win Without
contents 08 345
Just Be 350
Price-Cutting Unreasonable
BOB LEDUC on how to avoid competing on PAUL LEMBERG on the price of progress.
price.
Of Thousands On A
Ad Copy In 7 Steps
RUSS PHELPS with a comprehensive writing
Talk Show?
RALEIGH PINSKEY shares her secrets of talk
course. and news show interviews.
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contents 09
Massive Questions About
411 417
7 Habits 433
Denver Backend
439 445
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If Everyone Ate One
contents 10 447
The Hidden 453
Hamburger Psychological
Trigger
KEN SILVER on wishful thinking and the basic YANIK SILVER says give reasons, because —
rules of business success. well, just because.
How To 459
Why Collect 472
7 Deadly Sins
If you really want to be ignored by the news media, ANTHONY STILLWELL delivers a tribute to
reports JOAN STEWART, try these tactics. perseverance.
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contents 11
What To Do Positioning
488 502
100,000 516
What Makes This
Emailed Sales Letter
520
Visitors In 10 Days
MIKE VAN NORDEN demonstrates how to
Hypnotic?
JOE VITALE emailed this sales letter to just 800
turn a hot topic into a web traffic phenomenon. people and saw an immediate sales boost. Amazon
even had to back-order the book he was selling.
Business With
Every Day
Free Offers
RUSS VON HOELSCHER on using Free Get DOTTIE WALTERS discovers the secrets of
Acquainted offers to build a successful direct response Millionaire Achievers.
operation.
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contents 12
Linking Fast Selling
538 543
Effective Around
559 564
http://www.WorldsTopMarketers.com 15
BOOK
SELLERS
WANTED
http://www.WorldsTopMarketers.com 17
markus allen
Here are the top three winning e-mails:
It's interesting to note the best test e-mail outpulled the worst
almost 350%! And I thought the worst responding e-mail of-
fered one of the best subject lines.
But, the best responding e-mail did NOT produce the most
profitable response. One of the worst responding test e-mails
produced the most profitable results.
Bottom line: The best test might produce high response but not
necessarily the most profit.
http://www.WorldsTopMarketers.com 18
eva almeida
Power Promote
After receiving a
bachelor's degree in
Your eBooks
pharmacy from the Everyone is taking advantage of free eBooks as a promotional
University of British
tool to drive traffic to their site as well as boost sales (or even as
Columbia, Eva moved up
to Kitimat, in Northern educational tools). Other authors are writing eBooks in a variety
British Columbia, Canada of genres ranging from science fiction to romance to "how to"
to practice community
books.
pharmacy. She lives
there with her husband
and two children. So, after you have created your eBook, how do you go about
promoting it? Some ideas include:
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eva almeida
The first thing that you can do to promote your ebook, is offer it
to people who you are in contact with via email. Include a men-
tion of your ebook in your signature file (examples here) in your
email discussion lists, especially those active groups that are
geared towards eBooks such as:
Eva went online in mid-
1998 to look for medical
information for her AnEbookChat-subscribe@onelist.com
pharmacy clients and Ebook_News-subscribe@onelist.com
noticed a huge amount
ebook-community-subscribe@yahoogroups.com
of misinformation online.
One of her goals was to
provide accurate medical Upload your free ebook or excerpt to your site using an FTP
information as well as
program such as CuteFTP at http://www.cuteftp.com or
counselling to people
interested in finding out WS_FTP. Then either give it away free to all your visitors to
drug interactions and increase your traffic, sell it for extra profits, or give it away as
other health-related
prizes to your ezine subscribers.
concerns.
http://www.ebook-reviews.net
http://www.ebookconnections.com
http://www.inscriptionsmagazine.com
http://www.wordweaving.com
http://www.blether.com
http://www.scribesworld.com
http://www.WorldsTopMarketers.com 20
eva almeida
Search Engines
http://www.altavista.com
http://www.excite.com
http://www.google.com
http://www.alltheweb.com (Fast)
Eva Almeida is also a
http://www.directhit.com
proud Founding Member
of the International http://www.hotbot.com
Association for Online http://www.lycos.com
Professionals at
http://search.msn.com
http://www.i-Cop.org
which strives to protect http://www.netscape.com
consumers from online http://www.webcrawler.com
fraud and poor business
http://www.canada.com
practices.
http://www.slider.com (plus a free encyclopedia)
Pay Per Click Promotion provides targeted traffic from all ma-
jor search engines with rates as low as $0.07 per click.
http://www.WorldsTopMarketers.com 21
eva almeida
Have a tough time choosing keywords? Here are 3 sites that
reveal the Internet's most popular keywords:
http://www.goodkeywords.com
http://www.wordspot.com
http://www.wordtracker.com
Eva's online passion and
current expertise is on
electronic books or Directories
ebooks, so she has Submit your eBook to as many major directories as possible in
dedicated an entire
order to have a positive impact on your link popularity in Search
collection of sites and
newsletters to this topic. Engines such as Google. First, purchase the paid submission for
She is the publisher of Yahoo! and LookSmart. Then submit your site for free to the
the popular, eBooks N'
Open Directory Project since it provides results for AOL.
Bytes Informer ezine,
the weekly eBook
Broadcast Bulletin and Yahoo.com (costs $299 per year!)
the eBook Reviews
Looksmart.com (costs $199)
Weekly. She also does
web design (Marketing Dmoz.org (Open Directory Project, free)
Edge Designs) creating
web sites, logos, ebook
eBook Directories
covers, and banners for
selected clients. Here are a few directories that you can start off with if your
eBook is free:
http://www.ebooksnbytes.com
http://www.free-ebooks.net
http://ebooks.searchking.com
http://www.ebookdirectory.com
http://www.e-bookdirectory.com
http://www.mcpromotions.com/e-books.htm
http://www.web-source.net/free_ebooks.htm
http://writers-bbs.com/inkspot/?forum=ebookpromo
http://www.ebookpalace.com
http://www.ebooksearchengine.com
http://www.ebookjungle.com
http://www.infopost.com
http://www.WorldsTopMarketers.com 22
eva almeida
Download Sites
http://www.zdnet.com
http://www.download.com
http://www.upload.com
http://www.tucows.com
http://www.davecentral.com
http://www.shareware.com
http://www.jumbo.com
Please note that many of the above sites are more for software
than eBooks, but you can still submit your free eBooks to them.
Check out the next site for many more places that may display
your eBooks:
http://www.euro-share.com/uplinks.asp
If you sell your eBooks, you can also apply to sell them at the
following eBook sites:
http://www.booklocker.com
http://www.ebookhome.com
http://www.mypublish.com
http://www.ebookmall.com
http://www.amazon.com
http://www.borders.com
http://www.bn.com (Barnes & Noble)
http://www.WorldsTopMarketers.com 23
eva almeida
Don't forget to create a press release on your new eBook and
first submit it to http://www.ebookbroadcast.com. Visit http://
www.gebbiepress.com for a list of other media contacts, http://
www.onlinenewspapers.com for a list of newspapers online and
http://www.newsbureau.com for extensive resources and serv-
ices for sending your release. Another effective press release
service that is worth looking into is InternetWire. You are wel-
come to refer to an article that I wrote on planning your press
releases at http://www.ebookbroadcast.com/resources/ as well
as the The Publicity FAQ - questions and answers about getting
media coverage found at www.yudkin.com/prfaq.htm.
Resources
How to Publish and Promote Online by M.J. Rose and Angela
Adair-Hoy available at Amazon.com (Excellent!)
http://www.amazon.com/exec/obidos/ASIN/0312271913/
http://www.WorldsTopMarketers.com 24
eva almeida
Practical Tips for Online Authors 2001 Edition by Lida E. Quillen
from Twilight Times Books
http://www.twilighttimesbooks.com/practical_tips.html
Web Sites
Authors Den offers great promo opportunities.
http://www.authorsden.com/
http://www.WorldsTopMarketers.com 25
eva almeida
AWARDS
Here is a small list of ebook awards that you can apply for...
http://www.WorldsTopMarketers.com 26
Achieving Lift Off
at eBookCreate.com
Discover
“The Fast Road To Starting
and Succeeding With An
Online Business...
The SENSIBLE Way.”
Yours for only $27
Plus you get the complete rights to sell this great product and keep 100% of the profits... along with 19 other
bonus downloads that also come with full resale and give way rights. (Master Rights Option Available!)
http://www.ebookcreate.com/liftoff/
michael angier
We’ve Decided
Not to Participate
Michael E. Angier is the
founder and president
of Success Networks
International based in
in an Economic
Slowdown
South Burlington,
Vermont USA. He’s a
father, husband, writer,
speaker, entrepreneur,
coach and student.
He’s the publisher and
editor of Success Strate- Although I've been invited countless times by the media and a
gies™ as well as Success few gloom-and-doom economists, we here at Success Net have
Digest™—publications of
declined the invitations.
ideas, information and
inspiration. He is also the
author of Strategies for It's not a party we want to go to. The company isn't very good
Success, his latest eBook
and the conversation is negative. I doubt the food would be to
and a brand new
eCourse entitled Your our liking and certainly the spirits would be lacking.
Core Values.
http://www.WorldsTopMarketers.com 28
michael angier
Here in the US, our currency bears the words " In God We Trust".
And we'd better—because there certainly isn't enough gold or
He was the publisher of
Creating Excellence— silver behind it to make it worth what it says it is. Instead, the
a magazine subtitled value is in the faith and trust that our citizens and the rest of the
Vermont’s Journal for
world have in our ability to deliver.
People in Growing
Businesses.
Our economy is also based on faith. If we have confidence the
The publication achieved
economy will grow and things are looking good, we buy more
the largest in-state
circulation of any goods and services. If we have doubts, we hold back, and the
Vermont magazine. economy suffers.
http://www.WorldsTopMarketers.com 29
michael angier
I'm not hiding my head in the sand. I recognize that the market is
down. I see our mutual fund's value decreasing or holding steady.
Michael Angier has
experienced personal I read about and observe that some businesses are eliminating
and professional success, jobs and some even closing their doors. But that's been happen-
but he’s also suffered
ing even during the so-called bull market.
bitter defeat. Although
certainly preferring the
former, he feels that However, I also see new businesses starting. New jobs being
he’s learned the most
created, companies becoming more efficient—and consequently,
from his struggles and
disappointments. He more profitable. I also see our own web site traffic and our busi-
feels that life’s greatest ness growing at over 30% a month.
lessons are learned
by overcoming the
obstacles in the path The media is in the news business and, unfortunately, bad news
of a challenging and sells better than good news. So be it. But fortunes are made in
worthwhile objective.
good economies as well as bad.
Michael’s passion is
human potential. He
believes fervently in the It all depends on where you want to place your focus.
indomitable human spirit
and revels in helping
people succeed in all And what we focus on expands. So watch what you say to your-
aspects of their lives. self and to others. Be mindful of what you think about and read
about. Keep your attention on what you want—not on what you
Michael is married
to Dawn Angier—his don't want.
partner, best friend,
mentor, teacher,
I'm choosing to focus on what works and what could work bet-
student and confidant.
They live in South ter. There are opportunities all around us. These times simply
Burlington, Vermont require more innovation, better perception and a keener eye to-
and have six children
ward change and how it affects our endeavors.
ranging in age from 10
to 30. He enjoys sailing,
tennis, traveling, reading Our current economic climate calls for us to bring out our best.
and helping people
There's no time for wallowing in past losses. The past does not
realize their dreams.
equal the future. We need to practice one of the slogans of the
Marine Corp—FIDO—"Forget it, Drive On."
http://www.WorldsTopMarketers.com 30
michael angier
No, I won't be attending any pity parties of the "gloom and doom
club". I'm too busy growing myself and my businesses.
© Copyright 1995-2001 I still maintain that the years ahead promise to be the brightest,
Success Networks
most prosperous economic times the world has ever seen.
International. Success
Net is a worldwide
association committed to We're celebrating every success, acknowledging every milestone
helping people become
and improving everything we find that's less than excellent. And
more knowledgeable,
productive and effective. we're having a blast.
Their mission is to
inform, inspire and
Make it a great day.
empower people to be
their best—personally
and professionally. For a related article, see The Top Ten Ways to Exploit The Roar-
Free subscriptions,
ing 2000s. http://successnet.org/topten/TTroaring2000s.htm
memberships, books
and SuccessMarkTM
Cards available at “One of the first and best things you can do to help the poor is
www.SuccessNet.org
to not be one of them.”
Win-Win Way, PO Box
2048 South Burlington,
Vermont 05407-2048,
success@SuccessNet.org
http://www.WorldsTopMarketers.com 31
Our Business is Your Success!
By becoming a member of Success Net, you position yourself to operate at your personal and professional best. We’re
dedicated to supporting you in fulfilling your unique potential. We provide and unending stream of resources, ideas and
information to help you to achieve your goals—faster, with less frustration and greater satisfaction.
Visit us to today at
http://SuccessNet.org
http://eComStrategies.com
mitch axelrod
Sales is
the engine
that drives
Mitchell Axelrod is
founder of Axelrod &
Associates, a business
consulting firm, Axelrod
Learning, a publisher of
your business
business and life skills
training, workshops and
materials, and Value
Profiles, Inc., the world-
wide distributor for the
Value Profile line of
assessment tools.
What’s one of the biggest investments and at the same time,
Consulting and speaking most under-utilized assets in almost every business?
since 1978, Mitch
has presented more
than 3,000 seminars, CUSTOMERS
workshops, lectures, Acquiring customers is a big investment for businesses of every
keynotes and clinics to
shape and size, from home business owners to mega-corpora-
one million people
from 25 countries on tions. But leveraging customers and generating maximum re-
business, sales, market- turn on that investment is costing even more. Customers are the
ing, entreprenuership,
most under-utilized assets of most businesses.
parenting and life skills.
http://www.WorldsTopMarketers.com 33
mitch axelrod
Rewind to 1990, the beginning of the marketing mania that has
gripped business for more than a decade. One year earlier, I had
invested an unheard of sum of $15,000 for one week of training.
When I got to the LA hotel and walked into the amphitheater, in
struts a guy with no socks (30 minutes late of course). He sits
Mitch consults
down on stage in a big comfy chair, people bringing him hot tea
with Fortune 500
corporations, banks, and lemon as if he were a king holding court.
insurance companies,
small businesses and
You might be thinking that $15,000 is LOT OF MONEY to pay
individuals on how to
increase sales and a guy for one week of training. You’re right. I’ve never paid that
profits, and derive more much before and I haven’t paid that much since. Thing is, I didn’t
fun, fulfillment and
pay $15,000 for him to consult with me 1:1. There were 200
satisfaction from work.
Mitch teaches technolo- other people in the room who also paid $15,000 to be in the
gies and shares philoso- room for that week. You add up the numbers.
phies for people to
enrich life, enhance
livelihood, and earn a The next thing that struck me after I walked in and said, “I am
more prosperous living. not the ONLY crazy man to pay this outrageous fee” was “I
must be in the right place.” I figured that anyone who could get
He hosted Success-
Abilities… 21 Life Skills 200 people to pony up $15,000 for one week had to know a
for the 21st Century, on whole lot about marketing. After all, who in their “right” mind
WEVD in New York, a
would even conceive they could do this, let alone believe they
prime time talk-radio
show about workplace were worth it?
success and prosperous
living. He currently hosts
C’mon. $3 million for one week? That’s beyond absurd. Well,
and produces Success-
Abilities on the Internet while we’re on the subject of beyond absurd, this guy did five
on the Success-Talk more of these and would up putting nearly 1,000 people through
Network.
this protégé training.
http://www.WorldsTopMarketers.com 34
mitch axelrod
Why do I tell you this story? Because with all the marketing
know-how available, and the billions of dollars companies of all
shapes and sizes have thrown at it, more businesses failed in the
past decade than in any decade before it. As a percentage of
business start-ups, the Department of Labor reports that within
Mitch speaks at
five years about 90% will be out of business. Half of them are
universities, associations,
organizations and gone within the first 18 months.
corporations and has
been a guest on New
Many of them will close because they weren’t able to attract,
York's WABC, WQCD,
WXRK, and the Business convert and keep customers and generate high enough profits to
Radio Network. Mitch is keep the doors open.
featured on the cover of
the first anniversary
article on Columbine and With all the marketing know-how available...
American Values by
Newhouse News,
Why did Jay Abraham hire ME to train his proteges after they
and many national
publications including invested $15,000 and learned just about every trick in the mar-
American Express Your keting book?
Company, National
Underwriter, Selling
Advantage, Executive Simple. Marketing ALONE isn’t enough. Plus, marketing is an
Sales Briefing, Selling expense. Attracting customers is only the first part of the proc-
Power and Professional
ess.
Speaker, magazines. He is
quoted and mentioned
in articles on the SALES are what you take to the bank. Sales show up on the
Internet at
balance sheet as income. Converting customers is what counts.
CareerBuilder.com,
theWhiz.com, and
TheGuild.com. Turning prospects into buyers is the bottom line measure of busi-
ness success. Sales is the engine that powers a business; market-
ing is the fuel. The best marketing in the world may have people
beating a path to your door in record numbers, but if you don’t
convert them into customers, your “investment” in marketing
might just force you to close your doors.
http://www.WorldsTopMarketers.com 35
mitch axelrod
A lot of businesses go out of business after investing large sums
of money in marketing, because the marketing results in too few
sales, and not enough profit. Clearly, marketing that doesn’t “sell”
leads to red ink.
http://www.WorldsTopMarketers.com 36
mitch axelrod
On the other hand, you can have a full tank of high octane fuel,
but if the engine isn’t firing on all cylinders, your vehicle will
sputter.
Marketing and sales work best when they are integrated, not DIS-
Mitch has published
integrated. You don’t put jet fuel in a car engine, and you don’t
three books, Sales
Alchemy… Turning Your use lighter fluid for the Space Shuttle. You match the fuel with
Customers Into Gold the engine. Designing a marketing plan before your sales strat-
(salesalchemy.com), Get
egy is like buying a diesel engine car because you have some
Powerful Testimonials,
Ringing Endorsements extra diesel fuel in your garage.
and MEGA-Referrals
(axelrodlearning.com/
YOU BUY THE CAR YOU WANT, and use the fuel that works
get-mega-referral-
tapes.html), and Break- best for that kind of engine. Apply the same integrated strategy
through to Higher to your marketing and sales, and you can transform your com-
Performance and Boost
pany.
Sales Success! (available
for free at http://
valueprofiles.com/ First, decide YOUR method of converting customers. What is
freeebook). All are in
your SALES PROCESS? Then, design and develop a marketing
eBook format.
approach that matches your sales process.
His next book, Success-
Abilities… 21 Life Skills
If you convert by phone, you want lots of leads for people to
for the 21st Century, is
due to be released early handle.
in 2002. Future books
include, The Power of
If you convert face-to-face, you want as many qualified appoint-
Threes™ - How I Learned
My ABC’s (03/03/03 ments as you can fit in a day.
scheduled release), No
More Success B.S,™ The
If you convert on the Internet, you must have excellent copy-
Virtual Entrepreneur™ -
How to Be the CEO of righting skills, marketing and sales letters that both ATTRACTS
Your OWN Life, and Living and CONVERTS buyers. That’s why many businesses that rely
Spiritually in a Material
on the Internet alone go belly up. Instead of a human interaction
World!
they need powerful sales copy to do the converting for them.
http://www.WorldsTopMarketers.com 37
mitch axelrod
The toughest kind of sale is one in which the written marketing
piece must also do all the selling. Few people have that kind of
skill. Those who do, make a fortune and charge very high fees
to write copy.
http://www.WorldsTopMarketers.com 38
mitch axelrod
Word of mouth, relationship and “viral” marketing are most cost-
effective and highly leveraged.
The best leverage, highest ROI and biggest profit is earned when
you invest nothing to get a customer.
http://www.WorldsTopMarketers.com 39
mitch axelrod
If a company can generate more, new, spinoff and referral busi-
ness from its commitment to serving its customers as its highest
priority, it can invest less in marketing. Lower your marketing
costs reduce middle line expense, which delivers more profit to
the bottom line.
Subscribe to Mitch’s
newsletter at http://
axelrodlearning.com/ With this model a company can turn a customer service (ex-
currentnewsletter.html pense) center into a new business (profit) center. (That's one of
our areas of expertise).
http://www.WorldsTopMarketers.com 40
bart baggett
How a bookstore
failure became a
Handwriting Expert
Author / Publisher
Popular Radio and
$144,000 per year
Automatic
TV Personality
Professional Speaker
Entrepreneur
Internet Marketing
Expert/ Consultant
Moneymaker
Bart Baggett has
become much more
than an internationally
recognized handwriting
expert. He is a speaker,
trainer, author, and
media personality. Author, publisher and handwriting analyst Bart Baggett hates
bookstores. In fact, he would rather give away a copy of his
lowest priced book for free (in digital format) than have you
walk into a store and buy a copy of it at full price. The reason is
simple: Baggett says selling books in bookstores is a quick road
to poverty for all but the most popular authors. It's a lesson he
This article first originally learned the hard way . . .
appeared in Book
Marketing Update.
Written by Bart Baggett, Back in 1993, before Baggett overhauled the way he markets
Chris Simeral, and Bill his books and products, he was like most authors traveling from
Harrison (rtir.com)
http://www.WorldsTopMarketers.com 41
bart baggett
bookstore to bookstore appearing at signings and selling a few
books here and there. One "successful" signing in St. Louis re-
sulted in standing room only crowd, but only 20 books sold that
generated a check from the distributor for about $120, 120 days
later. And he was already appearing on top radio shows. (Sound
In the role of author familiar?) Baggett realized it would be tough to get rich selling
and expert, Bart has his books the traditional way, so he started looking for alterna-
published two books. A
tives. His solution was to shift to direct-response marketing de-
graduate of Pepperdine
University, Bart is a veloping relationships with, and selling directly to, the end us-
certified therapist and ers of his products; resulting in profits few independent publish-
handwriting expert
ers ever get to enjoy.
incorporating his
extensive training in
Hypnotherapy, Time-Line His strategy has four components:
therapy, and Neuro-
1) Forget bookstores (unless they beg) and sell to the customer
Linguistic Programming
into a multi-dimensional directly;
approach to self- 2) Develop a relationship with your customers so that they like
improvement.
and trust you;
3) Offer a series of products that escalate the total amount spent
and lifetime value of the customer;
4) Turn as many of your traditional products in instantly
downloadable digital form as quickly you can. (Lower cost of
good sold)
5) Get tons of free publicity from Radio, TV, and print
http://www.WorldsTopMarketers.com 42
bart baggett
He knows that once he has your contact information, he can de-
velop a relationship with you through email newsletters and other
forms of contact and turn you into a repeat customer. And, be-
cause you're buying directly from him, he's going to keep all the
profits no cut for bookstores, no cut for distributors and no wait-
Bart is the Founder
ing for miniscule royalty checks from publishers. (He now gets
of Handwriting
University.com, which a 97% profit margin on most online sales.)
trains and certifies
handwriting students
The reason this is so successful is because it gets away from
worldwide. He is also
a highly sought after what might be called "one-night-stand marketing." You're going
professional speaker and to have much greater success selling to people who've bought
talk-show guest. Bart is
from you in the past and been satisfied with your products, than
the author of two books
The Secrets to Making you are if you constantly have to market to new customers.
Love Happen! (Using
Handwriting Analysis
Here's an example: As a result of one appearance on the Howard
and Neuro-Linguistic
Programming) and the Stern Show, Baggett sold 300 tape sets at $80 each ($24,000).
just released Success Each package included a sales letter promoting his other books
Secrets of the Rich &
and products. He followed that up with another sales letter two
Happy - How to design
your life with financial weeks later, and another two weeks after that. That effort re-
and emotional sulted in $12,000 in additional sales. If those 300 people bought
abundance.
his product in a store, Baggett would have no idea who they are,
and would lose the extra $12,000.
http://www.WorldsTopMarketers.com 43
bart baggett
At the core of Baggett's new online strategy is a website de-
signed for selling, free special reports, and an email newsletter
that he says typically generates $1 in revenue every month per
subscriber. With a mailing list of 12,000 people, this one website
is pulling in, on average, $12,000 per month. And perhaps the
In addition to his writing,
most amazing thing is that he only spends about five hours each
lecturing, and training,
Bart has gained national week on the business. Here are the details behind Baggett's
attention by appearing "Online Sales Machine" book marketing strategy.
on over 1400 radio and
TV shows including CNN,
FOX NEWS, National Forget bookstores - Own your own distribution center
Public Radio, CNBC, When customers buy your books in a bookstore, you have very
Montel Williams, Leeza,
little opportunity to capture any information about them. (Even
Debra Duncan, the
Howard Stern Show, and if you fill your book with bounce-back offers and your telephone
many others. He is also numbers, there is not guarantee they will contact you.) This means
the inventor of the
you lose the opportunity to sell them one of your higher-priced
Grapho-Deck®, a card
game that uses hand- products (like a video or audiotape series), and no way to reach
writing to analyze them when you create new products. When they buy from you
personality traits. Since
directly, they can become a customer for life. Baggett feels that
then, Bart has become
a personality expert for every customer who buys a product from him could ultimately
talk shows and commen- be worth $1,200 (the sum total if they bought his entire "collec-
tators nationwide.
tion"). Of course, not everyone will wind up spending that much,
but customers who picked up his book in bookstores are worth,
at most, the cost of that one product minus all the overhead.
What is the "life time value" of your customer?
http://www.WorldsTopMarketers.com 45
bart baggett
For example, Baggett's introductory product is a set of hand-
writing analysis flash cards for $15.95. The prices for other prod-
ucts increase until you reach the Deluxe Handwriting Course for
$947. In between are products ranging in price from $25 to over
$400. The goal is to get customers "in the system" and continu-
In the role of marketing
ally upsell them on higher-priced products. Marketing guru Dan
expert, Baggett started
two internet companies Kennedy has an expression that sums up this strategy: "What's
e-onlinepublishing.com & next?" You should always be asking, "What's the next product I
onlinesalesmachine.com
can sell to this customer?"
These two companies
both create and sell
digital products and Test your pitch.
support authors and
There's no use spending energy getting people to your site if
publishers in duplicating
his success. you're not converting them into either customers or prospects.
Baggett says your website should have a conversion rate (the
Currently, Baggett is
percentage of people who visit the site who wind up buying some-
consulting with authors
assisting them in thing) of 2%. The percentage of visitors who sign up for your
marketing their books free email newsletter should be 10%. If you're falling below those
while he continues to
rates, change your pitch. Something quick and easy to do is to
build his own media
career. use pop ups secondary browser windows that appear when some-
one visits your site. These can contain a short message about a
free offer that encourages people to supply an email address.
Baggett has found that including pop ups increases response rate
by about 30%.
http://www.WorldsTopMarketers.com 46
bart baggett
Baggett has been featured on CNN, Court TV, FoxNews, Leeza,
Montel, Howard Stern, and hundreds of other top shows. To see
why "Biography Magazine" and "CNN" called him, view his
on-line press kit here: http://myhandwriting.com/media
http://www.WorldsTopMarketers.com 47
Learn The
Success Secrets
of the
Rich and Happy
via Bart Baggett’s Latest
home study course.
http://myhandwriting.com/ssrh.html
http://bartbaggett.com/free
http://www.bartbaggett.com/epublish/
(A must listen to if you are an author)
http://www.WorldsTopMarketers.com 48
rick beneteau
The
Entrepreneur’s
Rick graduated high
school and went directly
into business managing a
drycleaning shop that he
eventually bought and
built into a successful
Prayer
As I awaken with the gift of yet another day and prepare for the
multi-store operation. tasks at hand, I offer up this most ardent prayer:
Involved in the
music and advertising
industries throughout I pray for continued clarity of purpose so that I may hold my
this time, Rick was vision steady and keep my focus on the needs and success of
responsible for the
creation of many
others, which in turn shall bring me my success.
national advertising
jingles and still consults I pray for the wisdom to expect abundance in my life, that it
larger companies on
convention production.
surrounds me and is available for the taking and to be shameless
An internationally and unapologetic upon its receipt, for I deserve abundance.
recorded and released
songwriter, he sold his
drycleaning business in
I pray for a cheerful countenance, be it clear or cloudy skies and
1991 to pursue these that I may radiate and infect others with my positive attitude.
other interests which
included overseeing the
start-up of Ocean
I pray for the trust of others that they may recognize my sincer-
Records Canada. ity and true intentions so that we may move forward together.
I pray for the strength to fend off adversity and use my desire
and determination as both weapon and shield.
http://www.WorldsTopMarketers.com 49
rick beneteau
I pray for the courage to carry forth my convictions during the
battle of business and to resist temptation to a quicker monetary
result when such temptation compromises these things for which
I stand.
http://www.WorldsTopMarketers.com 50
rick beneteau
I pray most of all for the understanding and support of those
closest to my heart, my family, that they will equate what may
seem like endless hours of apparent pre-occupation with affairs
of business to what is at the very core of my being, that which
drives me, for once I achieve what I have set out in its fullest, I
Rick's first e-book
will become that more complete being I strive to be.
entitled "The Ezine
Marketing Machine" was
released October/99 and It is for these things that I pray, for I am an entrepreneur.
has since become an
Internet-wide best-seller.
Rick has just released WHY THIS ARTICLE WAS SO EFFECTIVE
what is destined to Without exception, the article of mine that has had the most im-
remain another top-
pact on people is The Entrepreneurs Prayer, having appeared in
seller, Branding YOU and
Breaking the Bank. countless Internet publications, eBooks and in print books gar-
nering hundreds of the most amazing testimonials I've ever re-
The New Millennium
ceived. I received so many requests to make it available in a
finds the 46 year-old
busy with the growing of frameable printed form, that I eventually did just that. The En-
his Internet company, trepreneurs Prayer is not really an article at all, but more an
Interniche.net , his
'affirmation' of my belief system that was written in a 'rush of
"E-chievement" Ezine -
The Mirror, his two inspiration' nearly 4 years ago. It is my hope that you enjoy and
powerful 2-Tier Affiliate derive benefit from my 'Prayer'.
Programs - EZineMoney
and the I.D. IT! Plates
Partner Program as well
as the start up of 2 new
affiliate programs.
http://www.WorldsTopMarketers.com 51
Daily Inspiration Without Daily Email!
http://www.rickbeneteau.com/prints/index.htm
dana blankenhorn
The Web Way
of pricing
For me the world's greatest expert on setting prices is Marty
Chenard.
Dana Blankenhorn of
www.a-clue.com has Marty's "Course on Advanced Direct Marketing" (http://
covered the Internet
www.dankennedyonline.com/advanced-direct-marketing-
non-stop since 1985.
(Click here for your free course.html) teaches a multi-step process based, not on your
subscription.) Now all his costs, but on what people are willing to pay.
insights into making
money and protecting
the Web have been You start with the fact that everything which succeeds in the
collected in "Living on market meets demand in an s-shaped curve. First the "early
the Internet: How to
adopters" accept it (slowly), then the mass market grabs it
Make Money, Live Right,
and Fight For the 21st (quickly) and finally you get the (slower) replacement market.
Century" Buy it now from
BookSurge.Com, for
At all points on this curve, Marty suggests, you ask people what
$29.99, or get the PDF
version for just $7.99. they think your product is worth. You ask them for a bargain
price, a fair price, and a premium price.
Then, early in the product's life cycle, you charge the premium
price and aim for maximum profit. At the end of the product life
cycle you charge the bargain price and aim for market share.
http://www.WorldsTopMarketers.com 53
dana blankenhorn
There's a bit of calculus involved along the way, and the way the
questions are asked represent Marty's "secret sauce" (he charges
for the questionnaires) but you get the idea. You set your price
by asking people what they'd pay.
It's fairly simple. You go to eBay with one unit, preferably under
something other than your company name. You describe it at-
tractively, you work the auction process, and you do it several
times.
http://www.WorldsTopMarketers.com 54
dana blankenhorn
If you like, you can then use this auction price to move quanti-
ties of the same product through Half.Com. This brings you buy-
ers who may be reluctant to play with auctions, and who prefer
the certainty of a firm deal. This also helps distributors move
clearance merchandise quickly, at the best possible price.
The point is that, with the Web, price becomes a far more fungible
concept than it was before. Those merchants that price the old-
fashioned way, based either on costs or incomplete information,
aren't getting the best price.
http://www.WorldsTopMarketers.com 55
robert w. bly
More Tips
on using
testimonials.
Whenever a customer sends a letter with positive comments about
Bob Bly is an
independent copywriter your company or product, immediately seek permission to use
and consultant with this testimonial in your ads, brochures, direct mail, and other
more than 20 years of
promotions.
experience in business-
to-business, high-tech,
industrial, and direct The easiest way to do this is to send a “release letter” to the
marketing.
client (along with a photocopy of the testimonial letter, with the
passages you want to reprint highlighted in yellow).
Dear Mike:
http://www.WorldsTopMarketers.com 56
robert w. bly
Thanks for your letter of 12/12/02 (copy attached). I’m glad
you’re pleased with our product!
I’d like to quote from your letter in the ads, brochures, direct
mail, and other promotions we use to market our product - with
Bob is the author of
your permission, of course.
more than 50 books
including The Advertising
Manager’s Handbook If this is OK with you, would you please sign the bottom of this
(Prentice Hall), Business-
letter and send it back to me in the envelope enclosed.
To-Business Direct
Marketing (NTC Business
Books), and The Copy- The second copy is for your files.
writer’s Handbook
(Henry Holt & Co.). His
articles have appeared in Many thanks, Mike.
Business Marketing,
Direct, Computer
Regards,
Decisions, New Jersey
Monthly, Writer’s Digest, Jane Smith
Amtrak Express, Science
Books & Films, and Direct
YES, YOU HAVE MY PERMISSION TO QUOTE FROM THE
Marketing.
ATTACHED LETTER IN ADS, BROCHURES, MAIL AND
OTHER PROMOTIONS USED TO MARKET YOUR PROD-
UCT.
Signed____________________Date________________
Soliciting Testimonials
If your customers don’t send you letters of praise (and many
won’t), then you can ask them to give you a testimonial. How?
Simply send a letter to clients and customers who are happy
with your product or service and ask for their comments.
http://www.WorldsTopMarketers.com 57
robert w. bly
Here’s a letter I use (feel free to copy or adapt it):
Signed___________________Date_________________
http://www.WorldsTopMarketers.com 58
robert w. bly
Note that I am asking for an “opinion” instead of a testimonial,
and that I urge Alex to give me criticisms as well as positive
comments. In this way, I’m not just asking for a favor, I’m get-
ting information that will help me serve my clients better in the
future. Thus, I’m not the only one who profits; we both do.
Bob writes sales letters,
direct mail packages,
ads, brochures, articles, If you solicit testimonials from your satisfied clients and cus-
press releases, newslet- tomers, and you always get permission to use any unsolicited
ters, scripts, and other
testimonials that people send you, you’ll soon build a thick tes-
marketing materials
clients need to sell their timonial file. Because you’ve gotten people to give you a “blan-
products and services to ket release” to use their comments any way you choose, you can
businesses. He also
use these testimonials in any or all of your marketing materials -
consults with clients on
marketing strategy, mail from ads and sales letters, to brochures and catalogs.
order selling, and lead
generation programs.
One quick and easy way to use these testimonials is simply to
type them up single-spaced and reprint them on an 8_-by-11-
inch sheet of paper. The headline reads: “WHAT THEY SAY
ABOUT (your company or product).” If you have a lot of testi-
monials, you can print on the reverse side or go to a second
sheet. Don’t forget to include your address and phone number
at the bottom of the page. Use the testimonial sheet as a hand-
out, as an additional enclosure in direct mail packages, or as a
supplement to your sales brochure.
On using testimonials
Using testimonials - quotations from satisfied customers and cli-
ents - is one of the simplest and most effective ways of adding
punch and power to brochure, ad and direct mail copy.
http://www.WorldsTopMarketers.com 59
robert w. bly
But how do you get testimonials? How do you use them?
“...fabulous!...”
“truly funny...thought-provoking...”
“...excellent...wonderful...”
I believe that when people see these ultra short testimonials, they
suspect that a skillful editing job has masked a comment that
was not as favorable as the writer makes it appear. In my opin-
ion, longer testimonials - say, two or three sentences versus a
single word or phrase - come across as more believable.
http://www.WorldsTopMarketers.com 60
robert w. bly
You can be sure that we’ll be calling on your firm to organize all
our major sales conferences and other meetings for us. Thanks
for a job well done!”
Sure, it’s longer, but it somehow seems more sincere than a one-
word superlative. Which brings us to....
http://www.WorldsTopMarketers.com 61
robert w. bly
Again, don’t try to polish the customer’s words so it sounds like
professional ad copy. Testimonials are usually much more con-
vincing when they are not edited for style.
I’ve seen both approaches work well, and the success of the pres-
entation depends, in part, on the skill of the writer and the spe-
cific nature of the piece. But, all else being equal, I prefer the
first approach: to group all your testimonials and present them
as a single block of copy. This can be done in a box, on a sepa-
rate page or on a separate sheet. My feeling is that when the
prospect reads a half dozen or so testimonials, one right after
another, they have more impact and power than when the testi-
monials are separated and scattered throughout the piece.
http://www.WorldsTopMarketers.com 62
robert w. bly
6. Get permission. Make sure you get permission from your
customer to reprint his words before including his testimonial in
your copy.
I suggest that you send a letter quoting the lines you want to
reprint and ask permission to include them in ads, direct mail,
brochures, and other materials used to promote your firm.
http://www.WorldsTopMarketers.com 63
andy bourland
How to Succeed
in Darn Near
Anything
Andy Bourland is
co-founder, and former
publisher and CEO of
ClickZ,acquired by INT
Media Group in
September, 2000.
Andy recently launched Every day, I get a bunch of emails from readers asking me all
his own Weblog and sorts of questions.
discussion site,
Bourland.com in which
he will monitor and "How do I get a job with an Internet start-up?"
discuss new business
models emerging in the
"How do I get the attention of a potential advertiser or spon-
post-VC/IPO online
business world. sor?"
http://www.WorldsTopMarketers.com 64
andy bourland
The story began in the spring of 1999. We had decided to hire
our own sales rep after two years of exemplary service from one
of the top rep firms in the business. We ran ads in various places,
put an addendum to a publisher's letter we sent out to the list,
and put the word out on the street that we were in the market for
an account executive.
Both of these guys were well qualified on paper, and I'm sure
that had I hired either one of them, they'd have done a fine job.
But then I got an email from Jim Kelly, who was a friend of a
friend of a friend of my brother and had heard about the oppor-
tunity. He was up front about the fact that – on paper – he wasn't
qualified for the job.
He had been in print advertising sales for some time and had
worked for several years selling ads for a marginal gay men's
publication with modest success. He was convinced he had a
great deal to offer us that couldn't be captured on paper, and he
asked if Ann and I would meet with him.
http://www.WorldsTopMarketers.com 65
andy bourland
What the heck... Why not? We set up a meeting with him in San
Francisco at the @d:Tech conference.
He took the time to read and digest all the articles that Ann and
I had ever written for ClickZ. He read a representative sampling
of the pieces written by all the major ClickZ writers. He looked
at all the ads and clicked on them, then explored around on the
web sites of our advertisers and sponsors in order to get a better
understanding of their business and why they might want to ad-
vertise on ClickZ.
So by the time Jim sat down to talk with us, he was a walking,
talking encyclopedia about ClickZ. He developed a detailed un-
derstanding of the business we are in and could articulate what
we were trying to do. He got a good handle on our culture. He
was able to discuss intelligently why an advertiser might benefit
by being on ClickZ.
Needless to say, Jim got the job and has done quite well for us.
http://www.WorldsTopMarketers.com 66
andy bourland
But I have one complaint: He spoiled us rotten!
Look at the world through this person's eyes. Look at your busi-
ness from his or her vantage point, and see how you might ben-
efit him or her. Can you imagine how much this person will
appreciate the thorough preparation you've gone through for your
meeting? I can assure you, it feels great to have someone go to
that amount of trouble to prepare. When you're on the receiving
end of this type of treatment, you find yourself looking to find a
way to do business.
If you've really done your homework, you will make that deci-
sion as easy and painless as possible for your prospective client,
boss, partner, or advertiser as well.
http://www.WorldsTopMarketers.com 67
andy bourland
WHY THIS ARTICLE WAS SO EFFECTIVE
So many marketing activities — whether they be ad campaigns,
mailings, events or even pursuing new career opportunities —
are planned and executed without the slightest consideration for
those we are seeking to persuade. We make it all about us: our
needs, our objectives, our quarterly goals, our desired results.
What I've discovered is that the truly successful put the needs of
others first. By thoroughly understanding THEIR needs, THEIR
objectives, THEIR goals and THEIR desired results and craft-
ing a solution that can help them do that, we are much more
likely to achieve our own.
http://www.WorldsTopMarketers.com 68
alexandria k. brown
10 Keys
to Writing
Alexandria K. Brown
is president of AKB &
Associates, a marketing
communications
firm based in both
Copy That Sells!
Los Angeles & New York. Whether you're selling a product or service, the 10 tips below
are your keys to writing great copy that communicates and per-
Her FREE biweekly
e-zine, "AKB MarCom suades ... to get results! These guidelines can apply to most any
Tips," gives how-to tips form of consumer marketing communications: sales letters, bro-
on writing compelling
chures, Web copy, or direct mail. As long as your goal is to elicit
copy for Web sites,
brochures, and e-zines. a reaction from your reader, you've come to the right place.
Learn easy ways to
"write to sell" and attract
1. Be reader-centered, not writer-centered.
new customers today!
Subscribe now at Many ads, brochures, and Web sites we see talk endlessly on
www.akbwriting.com or and on about how great their products and companies are. Hello?
via mailto:AKBMarCom-
Customer, anyone?
On@lists.webvalence.com
http://www.WorldsTopMarketers.com 69
alexandria k. brown
2. Focus on the benefits — not just the features.
The fact that your product or service offers a lot of neat features
is great, but what do they DO for your customer? Do they save
her time or money? Give her peace of mind? Raise her image to
a certain status? Here's an example:
Alexandria is author of
the e-book, “Boost
Business With Your Own If you go buy a pair of Gucci sunglasses, you're not just looking
E-zine: 209 Secrets to
for good UV protection, are you? You're buying the sleek, styl-
Planning, Writing,
Publishing, and ish Gucci look. So that's what Gucci sells — the image. You
Promoting an E-mail don't see their ads talk about how well made their sunglasses
Newsletter That gets
are. Think end results. Now, what does an insurance broker sell?
Results.” Learn more at
http://www.ezine- Policies? No — peace of mind. (See? You've got it!)
queen.com. Her FREE
e-zine, “Tips from the
3. Draw them in with a killer headline.
E-zine Queen,” gives tips
on how to publish an The first thing your reader sees can mean the difference between
e-zine that gets you success and failure. Today's ads are chock full of clever head-
MORE BUSINESS.
lines that play on words. They're cute, but most of them aren't
Subscribe now at
www.ezine-queen.com. effective. There are many ways to get attention in a headline,
or via mailto:EzineQueen- but it's safest to appeal to your reader's interests and concerns.
On@lists.webvalence.com
And again, remember to make it reader centered — no one gives
a hoot about your company.
http://www.WorldsTopMarketers.com 70
alexandria k. brown
Bad: "Our Department's Successes."
Better: "Meet Five Clients Who Saved $10K With Us."
5. Be conversational.
Write to your customers like you'd talk to them. Don't be afraid
of using conversational phrases such as "So what's next?" or
"Here's how do we do this." Avoid formality and use short, easy
words. Why? Even if you think it can't possibly be misunder-
stood, a few people still won't get it.
http://www.WorldsTopMarketers.com 71
alexandria k. brown
8. Use testimonials when possible.
Let your prospects know they won't be the first to try you. Give
results-oriented testimonials from customers who have benefited
immensely from your product or service. Oh, and never give
people's initials only — it reminds one of those ads in the back
of magazines with headlines such as "Lose 50 Pounds in Three
Days!" Give people's full names with their titles and companies
(or towns and states of residence) — and be sure to get their
permission first.
http://www.WorldsTopMarketers.com 72
alexandria k. brown
WHY THIS ARTICLE WAS SO EFFECTIVE
While I wrote “10 Keys to Writing Copy That Sells!” over two
years ago, it’s still one of my most-requested articles, simply
because it packs so much useful information into 10 concise
points.
http://www.WorldsTopMarketers.com 73
BOOST BUSINESS
BY PUBLISHING
YOUR OWN E-ZINE
Let Alexandria K. Brown, "The E-zine Queen," show you how!
Her new e-book, "BOOST BUSINESS WITH YOUR OWN E-ZINE: 209 Secrets.," shows you, *step by step*, how to plan,
write, publish, and promote an e-mail newsletter (or "e-zine") that's GUARANTEED to help you gain business.
"Boost Business" walks you through the COMPLETE publishing process ... A to Z, soup to nuts ... with no hype or false
promises. Just easy-to-follow, practical tips you can begin using TODAY to dramatically improve your e-zine and begin
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You'll learn:
● How to target the EXACT type of subscribers you want. ● How to create a description that attracts subscribers
● The undisputed, most important factor in creatng like a MAGNET.
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● Ways to promote YOURSELF, your SERVICES, numbers SKYROCKET.
and your PRODUCTS without being "in your face." ● Where to find services that RECRUIT subscribers for you.
● The ONE WORD you should use as often as possible. ● How to find ADVERTISERS and accept ads and payments.
● How to write headlines that get (and hold) ● The one place you should NEVER put an ad in your e-zine.
your readers' ATTENTION. ● How to TRACK your ads and promotions to make sure
● What to write in the subject line so EVERY issue your dollars are well-spent.
gets opened and read. ... and of course, how to use your e-zine to *increase business!*
● The keys to "painless" LIST management.
● How to write dynamic ADS and where to submit them. (Complete table of contents at http://www.ezine-queen.com)
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Don't wait ANY longer to start your own e-zine — order "Boost Business" TODAY
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michael campbell
Judging
an ebook
by its cover
Michael Campbell
is a search engine
optimization specialist
and top internet
marketing consultant.
He has written a step by
step training system to Michael Carney asked me to provide you with the most effective
online success in the
article I've ever written. Having written nearly half a million
book called Nothing But
Net. It details how he words over the past five years, it sounded like a tall order.
generated over
$750,000 in internet
But then a moment flashed in my mind. I thought of an article I
revenues in less
than a year, with no wrote nearly two years ago. One that revolutionized the way
advertising costs, not that info products and ebooks were being sold on the web. I had
even so much as a
planned on saving it, writing an entire newsletter around it, but
business card.
decided instead to share it with you here.
It was February 2000 and my book Nothing But 'Net had been
out for about six months. I wanted to encourage my affiliates
and give them new tips for increasing their sales.
I had been testing and tracking, sales and click through, for doz-
ens of different types of ads. What I found was some startling
facts. I shared them with my affiliates, and little did I know, this
one email would change the way almost every guru sold their
products online.
http://www.WorldsTopMarketers.com 75
michael campbell
Hello Everyone,
Internet Marketing
Without a doubt, still the best method of promotion, is a stand
Secrets Newsletter
This free newsletter is alone announcement to an opt-in list of regular readers. If you
for people who want to really like a product, endorse it, even rave about it a little, and
increase sales and
send the announcement to your readership, not combining it with
become better at mar-
keting, opt-in email, any other offer.
affiliate programs and
search engine rankings.
The people who know you, love you and trust you, will buy the
.InternetMarketingSecrets.com
product from you. Just be sure not to abuse that trust, or try to
Search Engine sell to too much, too soon, to your readership.
Commando
The first safe, yet auto-
mated, search engine Although this method works well, you can't use your list for
submission software every new product that comes along. If I had to pick a number,
package. It announces
I'd say no more than four special announcements to your list per
your web pages to the
search engines, so you year. So pick your products wisely and be sure they are good
don't have to. You'll have ones, that are well supported.
more time to run your
business.
SearchEngineCommando.com So if you can only "hit your list" four times a year, what else can
you do? Well, I'm having very good success lately with the prod-
uct review. I buy the product, work through it, find out every-
thing I can about it, and write a detailed review. I then post the
review in my Vault or Internet Marketing Secrets newsletter.
http://www.WorldsTopMarketers.com 76
michael campbell
It takes about a day to do each review but it's well worth it. Each
review means dozens of immediate sales, plus dozens more over
the next few months, as new subscribers discover back issues of
the newsletter.
Search Engine
The review also becomes instant content for my web site. It goes
Positioning
A series of revealing to work for me as a web page in the search engines. It's a win
articles and reports, win situation. A thousand times better than sticking up a banner.
detail exactly how to get
listed at the top of the
search engines and stay Third best is the endorsement style ad. This style includes a pic-
there. Apply these ture of the product, a headline, a paragraph of ad copy endorsing
strategies to your web
the product, a call to action, and a price. This is similar to a
site and watch your
positioning soar. catalog or flyer style ad. Usually for this style of ad, you don't
SearchEnginePositioning.com need to buy and review the product. Often you can glean enough
bullets and benefits by reading the sales letter for the product.
The Secret Vault They usually write a headline that you can copy and paste, but
Hundreds of pages of the graphic is something you might have to create for yourself.
internet marketing and
search engine secrets.
A private resource for <This is the real important part that changed everything.>
Michael's newsletter
subscribers and
I'm surprised at how few ebooks actually have a photo of what
customers
1-internet they look like. I often have to create a product logo or make the
-marketing.com/ cover shot myself. It means loading up the PDF, taking a screen
vault.htm
shot, dumping it into Photoshop, reducing the size and making a
drop shadow. Not too complicated, but it makes a BIG differ-
ence in sales.
http://www.WorldsTopMarketers.com 77
michael campbell
One second is all you need! Once the graphic catches the eye,
then it moves the eye to the headline and into the text. Without
the graphic, there is nothing "arresting" on the page.
So if you want 77% more clicks and 45% more sales, put up a
Michael Campbell has a
graphic representation of what the product looks like, whether
background in the
printing trade, graphic its a virtual software box or synthetic ebook cover. People want
design and advertising. to feel like they are buying something tangible, even if its a dig-
Online since 1986, he
ital product.
began using the internet
in 1993 and was one of
the first people to realize So if you want more sales, PRE-SELL your visitor with a prod-
it was the most impor-
uct review or a product endorsement that includes a picture of
tant communications
revolution since the product.
Gutenberg's printing
press.
Here are some tested and proven sell through ratios. (Percentage
Michael has served on of people who bought after clicking the type of link listed.)
several university and
corporate advisory
Banner Ad = 2.2%
boards, given hands on
training seminars, Text Only Link (in related content) = 5.5%
spoken at lectures and Endorsement Ad (no graphic) = 18.1%
conferences. He is
Endorsement Ad (with product shot) = 63.2%
president and CEO of
Dynamic Media Corpora- Product Review (with product shot) = 85.9%
tion and currently
resides in Vancouver,
So if you're not making good money with affiliate programs,
British Columbia, Canada.
take a good hard look at your web site and your newsletter. Re-
consider taking down some of those banners, text links or classi-
fied ads that aren't working, and replace them with advertising
that works.
Best regards,
Michael Campbell
Author - Nothing But 'Net
http://www.WorldsTopMarketers.com 78
michael campbell
Within 48 hours after the release of this email, my phone started
ringing and the email was flying. Could the simple presence of a
graphic create 45% more sales? In a word... yes, but no one be-
lieved me.
Sure they had graphics on their sites. Usually there was a banner
or logo at the top, a stock photo of a person, maybe credit card
logos at the bottom. But no one had ebook cover shots, I had to
make them all myself.
No, the ONLY difference was the graphic. They were identical
ads, with identical headlines, copy, call to action and price. One
had a picture representing the ebook cover, the other did not.
Then I did it for his product. I took a screen snap of the first page
of his PDF ebook, reduced it in size Photoshop and threw on a
drop shadow. I then dropped the "cover shot" into the existing
review I had written for his product.
Sales for his product TRIPLED, in just two weeks. News spread
like wildfire.
Needless to say, the moral of the story was learned and within
14 days, every single ebook author, ezine writer and software
maker I mention on my site, had supplied me with freshly de-
signed ebook and software covers.
http://www.WorldsTopMarketers.com 79
michael campbell
Bottom line is, people like clicking on pictures. People want to
feel like they are buying a box, even if no box exists upon deliv-
ery. Even if you just write a newsletter, create a graphic showing
several issues printed out and fanned out for display.
Hope you have enjoyed the "most effective" article that I've ever
written. This humble little email virtually revolutionized the way
digital products were being sold online. All it took was a single
lesson from the dirt world of advertising. (I knew those 10 years
of typesetting flyers would come in handy sooner or later. :-)
(Oh, and by the way, tests have shown that if the box or cover
looks 3D, it looks even more real and gets even more sales. And
if there is a picture of a person on the box - it gets even more
sales.)
Click the cover to buy
from Amazon.com
Hope you've enjoyed this article. If you would like to read more
like it, please sign up for my free newsletter at
InternetMarketingSecrets.com. Happy Marketing :-)
Best regards,
Michael Campbell
http://www.WorldsTopMarketers.com 80
linda caroll
Does Your Site
Smell? Take
I have 20 years of
experience in graphic
design, copywriting,
marketing & business
the Kiss Test
and Find Out
administration. That's no
admission of age, I
stopped aging long ago.
I've been working in
advertising since 1979
and with computer-
graphics and desktop I was reading one of my favorite ezines the other day when an
publishing since 1986.
I discovered the internet
ad caught my eye. Now, that's rare! Having written ads for over
in 1995... and have been a decade, I'm usually pretty numb to them.
developing websites and
providing internet
marketing consultation
So, I clicked. Can you believe a blank white page loaded? Turns
since 1998. Remember out the site only "worked" in one specific browser. Sadly, the
external hard drives and company will probably blame the ad or the ezine for poor re-
DOS? I do!
sults- when the website was clearly at fault.
What's worse, there are a lot of websites online that have prob-
lems that the owners are simply not aware of.
There's the newspaper website that tests exactly how far a browser
can scroll to the right.
http://www.WorldsTopMarketers.com 81
linda caroll
And the lawyer's site that had empty spaces where content should
have been...
And the art gallery site that you can't get into because of javascript
errors and lack of any text navigation... and the list goes on.
I've learned that if you
study anything long
enough, it all boils down Do you know how your website looks to all your visitors?
to people. People like
you and me. People with
feelings like yours and The Internet has been dubbed "The Great Equalizer." It's true.
mine. We don't want to An effective website can put large and small companies on the
be conned, tricked, lied
same playing field. The operative word, of course, being "effec-
to or led down the
garden path. We just tive." On the Internet, what you don't know CAN hurt you.
want to be respected.
I believe that sincerity
Promoting a poorly designed website is like going to a business
still kicks butt like
nothing else. meeting in your underwear and wondering why no one will stop
laughing and take you seriously.
Despite the popularity
of all the "secrets of"
programs out there, Anyone can design a website. Designing a website that works is
I don't believe success another story. A website needs to load properly in all browsers,
is a secret. Success is a
screen resolutions and on both Mac and PC platforms. It needs
gift that people give you
in return for what you to look professional and be easy to navigate. And - it needs to
give them. effectively sell the product or service.
If your website isn't all that, it's probably kissing your customers
goodbye. That's not going to do your reputation or your profit
any good. On the Internet, you don't get a second chance to make
a good first impression.
Before you run even one more promotion, or one more ad, take
five minutes... try the Kiss Test. It's free!
http://www.WorldsTopMarketers.com 83
linda caroll
2. At the end of the article, the reader is offered a link to a free
quiz to see if their site may have problems that would affect sales
and results.
http://www.WorldsTopMarketers.com 84
Failure is optional.
We dare you.
http://www.WorldsTopMarketers.com 86
shawn collins
The pesky 1x1 pixel
Many merchants require that affiliates use the 1x1 pixel (tiny,
clear graphic placed with an affiliate link to track link perform-
ance). Merchants want it because it tracks affiliate link impres-
sions. Meanwhile, a great number of affiliates regard the 1x1
Shawn’s columns on
pixel as the cockroach of affiliate marketing. Biggest affiliate
affiliate marketing have
appeared on ClickZ.com complaints: can't use the 1x1 pixel in text newsletters, as well as
and a number of other in banner rotation scripts and software.
marketing sites, and he
wrote a column for the
now-defunct SAM The check is in the mail
Magazine. One of the key decisions when starting up an affiliate program is
the frequency and threshold of commission payments. Will you
Shawn founded the
United States Affiliate pay monthly, or quarterly? Does the affiliate have to earn $25,
Manager Coalition, and $50, $100, or is there no minimum? Biggest affiliate complaints:
the Affiliate Webinar, as
not issuing checks per the schedule in the affiliate agreement,
well as co-founding
Affiliate Metrix, Inc., a and only sending out checks after a high threshold.
research, analysis, and
benchmarking initiative
Lack of communication
for the affiliate market-
ing industry. In order to operate a successful affiliate program you must com-
municate, so affiliates know what is happening with your com-
pany. What is the best way to promote your program? What
upcoming promotions will assist the affiliates in converting more
sales and leads? You can count on questions. When you do re-
ceive queries, appreciate them, rather than show disdain by click-
ing delete. Biggest affiliate complaints: never receiving a re-
sponse when e-mail is sent to the affiliate manager, no updates
regarding new promotions, sweepstakes, sales, offers, etc., and
no appreciation or acknowledgement for performance.
Uncreative creative
According to the Internet Advertising Bureau (IAB), there are
seven most commonly accepted banner sizes. But if you look at
http://www.WorldsTopMarketers.com 87
shawn collins
the average affiliate program, you might see a few 468x60 ban-
ners. Biggest affiliate complaints: slow loading graphics, large
image sizes, lack of choice in size and style of creative, creative
that doesn't keep up with the seasons, no text links or content
(articles, news feeds and other relevant free info to compliment
the advertising), and the absence of direct product links.
Shawn has spoken at
the following affiliate
marketing events: The unkindest pay cut
AffiliateFORCE 2002
Foresight is key when setting the commission rate for affiliates.
Miami & the Bahamas,
March 2002 Using conventional wisdom, you could imagine that a company
IIR All-Star Performance will be more likely to retain employees if they increase, rather
Marketing
than decrease salaries. Just the same, show some restraint when
New York City, August 2001
i-Marq Partner Up: Affiliate setting those commission levels. Biggest affiliate complaint: re-
Marketing in Action ducing commission rates.
Web Conference, June 2001
AffiliateFORCE 2001
Miami & Bahamas, April2001 Lazy links
IIR Online Allies In the big picture of the merchant/affiliate relationship, the onus
San Francisco, January 2001
is on the merchants to provide the tools necessary for affiliates
Affiliate Webinar
Online, December 2000 to generate click throughs and conversions. When links don't
Affiliate Solutions work, affiliates don't stick around. Be sure to test and re-test
New York City, Sept 2000
your links before letting them loose on the world. Biggest affili-
Affiliate Solutions
San Francisco, June 2000 ate complaints: links for time-sensitive promotions that continue
Be Free's Semester at Sea to promote an offer after the end date, links that go dead with no
Boston, June 2000
notice from the merchant, and graphic link codes that leave the
Be Free's East Coast
Customer Briefing "alt text" blank.
New York City, April 2000
AffiliateFORCE 2000
Stamp of approval
Miami, March 2000
Affiliate Solutions There are two schools of thought when it comes to approving
New York City, Dec 1999 affiliates: automatic or manual. Affiliates tend to be rankled by
manual approval. But it's something you've got to do to limit
fraud and maintain a quality group of affiliates. Manually ap-
prove, but do it early and often. Biggest affiliate complaints:
http://www.WorldsTopMarketers.com 88
shawn collins
overly restrictive criteria for affiliate acceptance, taking too long
to approve sites, and setting minimums for affiliate output.
Limited viability
When a site joins an affiliate program, there is a partnership where
Shawn's first book is
the merchant is entrusting the affiliate to drive quality traffic
entitled "Successful
Affiliate Marketing for that will lead to conversions at the merchant site. That said, af-
Affiliates" (ISBN: filiates are inclined to exhibit their affiliation to increase the
0789725258) by Que
chance of a click. Biggest affiliate complaint: programs that do
Publishing. Shawn
received a Bachelor of not allow affiliates to use the name of the merchant anywhere on
Arts in Communications the affiliate site (site copy, meta tags, etc.).
from the University of
Maryland at College Park.
E-mail Shawn Collins at Switching affiliate solution providers
shawn@affiliatemanager.net The early decisions in starting an affiliate program are often the
for more information.
most significant. The choice of an affiliate solution provider
should be made once, so merchants ought to perform extensive
due diligence before getting in bed with any vendor. After all,
some of the best affiliates have domains dedicated entirely to
one affiliate program. This sort of endeavor can translate into
hundreds of links. Biggest affiliate complaint: merchants switch-
ing affiliate solution providers.
http://www.WorldsTopMarketers.com 89
shawn collins
Dead letter office
Affiliates get lots of e-mail from merchants… mission critical
messages, random updates, newsletters, etc. The affiliates seem
to be receptive to most communication (minus unsolicited com-
mercial e-mail), but they want those messages sent to their e-
mail address. Biggest affiliate complaint: the internal e-mail sys-
tems of Commission Junction and LinkShare.
http://www.WorldsTopMarketers.com 90
shawn collins
Promote this
As it stands now, click through rates for banners are hovering
below a half of a percent. That is often for a decent promotion,
but branding banners… fuhgedaboutit! It's no secret (is it?) that
the affiliate programs that perform best are those that are tied to
offers and contests. Not offers of free e-mail accounts, but ten
percent off a purchase or the chance to win a free automobile.
Biggest affiliate complaint: no promotions or offers to incentivize
the conversions.
http://www.WorldsTopMarketers.com 91
DO IT RIGHT THE FIRST TIME!
Successful Affiliate Marketing for Merchants is an affiliate marketing "How To" guide
that covers the history of the industry, and provides a roadmap for the planning, implemen-
tation, and management of a successful affiliate program.
Each chapter in the 352-page book contains information about affiliate marketing and how
to best optimize it.
Authors Shawn Collins, called "one of the Net's most astute affiliate program managers,"
and Frank Fiore, eBusiness Strategist and Affiliate Marketing Consultant, show readers
all of the essential components of an affiliate program in a simple to understand format.
http://www.affiliatemanager.net/
willie crawford
How To Write
Top Ten
Doorway Pages
I was raised on a small
tobacco farm in
Fairmont, North Carolina,
by my grandmother. We
were relatively poor but
(An Actual
never lacked the real
necessities. My grand-
mother always had a
garden, and we raised
much of our own live-
Example)
stock. I went to work for
neighboring farmers
when I was six and
worked in the tobacco
fields practically every
year until I graduated
from high school. We read a lot about doorway pages and how they can be used to
get you top search engine placement. From the email and calls
While growing up, my
grandmother shared her that I get you would think they are pretty difficult to do. Actu-
basic Christian values ally they are fairly simple to do. All you really need to do is
with me and my two
create a short, simple page that targets 1 or 2 keyword phrases.
younger brothers. We
learned to be fair, To show you how simple it is, I created a doorway page target-
honest, & self-sufficient. ing the keyword phrases "professional webpage optimization"
We learned to live by the
and "webpage optimization." This page was specifically designed
golden rule of treating
others as we wanted to for Alta Vista but I considered how the Inkitomi index would
be treated. treat it too since Yahoo feeds from this index.
http://www.WorldsTopMarketers.com 93
willie crawford
This page probably took no more than 10 minutes to write and
refine. I designed the page using the doorway page feature of
Web Position Gold software. It took another 5 minutes to pub-
lish the page and submit it to the top 10 search engines. You
would want to design a different page for each search engine
We grew up relatively
since each weight the various factors differently. However, for
poor - but happy. My
mother and father the purpose of this "lesson" we will just look at the page de-
separated when I was signed for Alta Vista. First we will look at how it did, then we
about four. My grand-
will look at WHY it ranked as it did. All of my stats are as of
mother took the three
youngest boys so that when I wrote this article on August 18th, 1999.
my mother could move
to the northeast where
If you go to Yahoo.com and enter the keyword phrase "profes-
wages were higher.
sional webpage optimization" and then click on webpage
I was 16 before I ever matches you will find this page as the first of 1,404 pages that
tasted steak.
Yahoo returns. If you click on the Alta Vista link on the bottom
I was 14 before I ever of the Yahoo search page it will take you to the Alta Vista re-
went to a movie theater. turns for the same keyword search. You will see that this page
comes up number 1 out of 2,400,000+ pages. Not bad ;-)
We did not have a
telephone or a television
for most of my youth Actually, you got two different pages. You see I wanted to see
and teen years.
how a page without metatags would rank compared to one with
By the time I was in 11th metatags. The page listed number 1 at Yahoo has metatags and
grade, my teachers the one listed number 1 at Alta Vista does not. The pages are
noticed the potential I
identical otherwise. I believe in testing and experiment A LOT.
showed and steered me
towards college. I It's the only way to really grasp what given search engines like.
applied to and was I found these results interesting since Alta Vista uses metatags
accepted at 3 different
but listed the one of two pages I submitted that contained no
universities. I went to
the only one I had visited metatags. The listing just contains the top few lines of text from
– North Carolina State my webpage. This shows that if you don't use metatags to "tell"
University.
AltaVista how to list you, they just grab the text. The two pages
were submitted on different days so I would also expect the
other page to eventually show up in their index.
http://www.WorldsTopMarketers.com 94
willie crawford
These same 2 pages placed:
http://www.WorldsTopMarketers.com 95
willie crawford
This will bring in more targeted traffic for you and hopefully
more business.
If you would like to get a free trial version of Web Position Gold,
download it at http://williecrawford.com/wpgold/index.html
Copyright 1999-2002 by
Willie Crawford
WHY THIS ARTICLE WAS SO EFFECTIVE
Willie Crawford is a This was my most successful article ever. In the article I out-
marketing consultant,
lined exactly how I created a "doorway" page that many spidering
promotion specialist and
popular writer. His search engines would love. The article was written at a time
website at contains over when doorway pages were the rave. It was a big hit because I
160 articles on internet
gave my readers an example to investigate and study.
marketing as well as a
very active discussion
forum. Visit today and I ran the article in my newsletter, and then submitted it to over
begin learning what
300 ezines. About 40 of these ezines ran the article. I also sub-
really DOES work in
building your business mitted the article to Allen Says to post on his "Warriors Secret
www.williecrawford.com Site." All of the ezines generated lots of immediate traffic. Since
the Warriors were over 30,000 strong last time I checked, I was
assured lots of exposure there.
http://www.WorldsTopMarketers.com 96
Did You Know That You Can
Earn GREAT Money Selling
COOKBOOKS?
Our soul food cookbook is so popular that
we've put many other projects on the back
burner for now. Everybody eats, and a large
percentage of the population collects cook-
books.
I've used my marketing know-how to build a site that gets 10,000 - 15,000
unique visitors per day. I've used my secret family recipes to create a cook-
book that sells like hotcakes.
We know that we are reaching only a small percentage of the HUNGRY potential buyers.
That's where you come in. We'll pay you a nice 35% commission on each copy that you sell.
You just refer others to our site and the cookbook practically sells itself. We'll even give
you a personalized mini cookbook (ebook) that drives traffic and sales for you.
While at the site, spend some time studying it. It is a site that the search engines LOVE.
We are in the top ten at virtually every search engine for all of our target keywords. Our
SECRET is lots of relevant content. It's also incorporating many ways to keep visitors re-
turning over and over again. Even if you are not interested in becoming an affiliate, this
site is worth studying as a successful SELLING MACHINE.
http://www.WorldsTopMarketers.com
To The Bank98
klaus dahl
Did you know that there is one thing that all successful Internet
entrepreneurs have in common?
It's not...
Klaus Dahl was educated What does characterize the really successful Internet entrepre-
as a theologian on the
neurs, then?
University of Aarhus,
Denmark. In addition, he
has studied marketing - The answer is...
both offline and online
Marketing - extensively
for years. They know how to market their products and services effec-
tively.
Klaus is married with
Anette and they have
three children: Majbritt, You can have the best product or service in the world, but if no
seven years, and one knows about it, you would still fail miserably, don't you
Joachim, ten years and
agree?!
Cecilia, 15 months.
http://www.WorldsTopMarketers.com 99
klaus dahl
A VERY WIDESPREAD LIE ABOUT MARKETING THAT
WILL RUIN YOU
"Do this, do that", "follow these seven steps", "use this particu-
lar software program", "buy this cgi-script" and so on.
And then you're promised that if you just do this and that, you'll
surely succeed.
Hear this...
http://www.WorldsTopMarketers.com 100
klaus dahl
Now, I don't say that you shouldn't use all this as an effective
marketer. What I say is that you can't reduce marketing to all
this. Marketing is so much more than techniques and technical
skills.
But...
And I'm talking about marketing that really sets you apart from
all your competitors. Marketing that will make your business
very successful. Marketing that makes your sales go crazy.
http://www.WorldsTopMarketers.com 101
klaus dahl
Please read that again!
Just like the way all other healthy friendships are built - namely
by...
GAINING THE TRUST of your customer.
If your customer doesn't trust you, you can have the best product
in the world and still fail.
http://www.WorldsTopMarketers.com 102
klaus dahl
This doesn't mean that you should not charge for your products
and services. Not at all! But it means that you would do wise to
GIVE your customers what they want the most - provided of
course that you can give them that. I don't mean that you should
compromise your moral or ethical convictions in any way.
But if you're willing to give people what they want, and in the
way that they want it, they will be willing to pay you a very
healthy return.
http://www.WorldsTopMarketers.com 103
klaus dahl
The mistake that a lot of marketers do, is that they try to press
people to become their customers. But you can't force people to
buy from you. At least it doesn't work in the long run.
This doesn't mean that you shall not give your customers a very
good reason for acting fast, instead of postponing their buying
decision. But it does mean that you should never give your cus-
tomers a false picture of what they'll get through your product or
service.
If you listen to your customers’ desires and wants, you can change
your own direction and begin to fulfil these desires and wants.
But when they find out that you really can be trusted, they'll
become your loyal customers - probably for life.
http://www.WorldsTopMarketers.com 104
klaus dahl
Ask your customers (and yourself):
"What do you want to get? What are your problems? What are
you dissatisfied with at the moment? What do you want to be
improved?"
But the more you learn to listen to your customers and change
both your products (or services) and your marketing, according
to their desires, the more successful you'll be.
No, as I've said repeatedly here, it's first of all a question about
establishing a relationship with your customers and gaining their
trust. You do this by giving your customers much more than
they pay for.
http://www.WorldsTopMarketers.com 105
klaus dahl
WHY THIS ARTICLE WAS SO EFFECTIVE
The message in this article is so important to me, because it
goes beyond the superficial marketing "rules" and techniques
that you hear all over the Internet.
http://www.WorldsTopMarketers.com 106
Discover The Inner Secrets Of How To Earn Money And Get Personal Freedom
Through Getting And Marketing Your Own 1000% Profit Margin Information
ness. If you know the secrets, it's much easier that you think. ✣ Since 1996 I've searched
to find an answer to the question, How can you earn money on the Internet without
starting with a lot of money, and without spending all your time on doing it? After
years of intense study I've found the answer. And that solution is working in my
own life. The solution isn't some get-quick-rich-scheme. It isn't MLM. ✣ The best
solution is to sell INFORMATION PRODUCTS. There are several very, very good
reasons why information products are the best products. And it's important that
you sell unique products. If you sell the products that all the other would-be entre-
preneurs on the Internet try to sell, you will almost certainly fail. The solution is to
get your OWN information products. And you don't need to spend months or even
years on writing your own books. Not at all! There are other, much easier and faster
ways to earn more money than 99 percent of all authors do. ✣ In my newsletter, The
Direct Marketing Review, you'll learn the secrets behind getting and marketing
your own information products. The articles are unique, which means that you won't
get that bunch of articles which you'll find everywhere on the Internet. ✣ Sign up for
our FREE electronic newsletter today and get 2 very valuable electronic books by
Peter Sun who's been extremely successful in marketing information. Learn the
guerilla secrets that Peter Sun has used again and again to skyrocket the profits of
by going to http://www.klausdahl.com/Ezine1.html
Marketing
Webmaster for
FedEx.com. Kevin
personally answered
more than 11,000 emails
in two languages from
customers worldwide.
Since 1999, he's shared
Need more customers who spend more with you? Here’s a
his marketing methods
via the Guaranteed proven, profitable system for doing it. It’s called “Follow-up
Marketing site at Marketing.” And it helped me double sales for my small busi-
guaranteedmarketing.com.
ness, to more than $100,000. (To date, these principles have gen-
erated $313,235 for me -- and counting!)
http://www.WorldsTopMarketers.com 108
kevin donlin
Part I: Convert more prospects into customers
Here’s a cold, hard fact. More than 95% of your prospects will
never, EVER, buy from you the first time they see your offer
online.
He's been interviewed by
Entrepreneur Magazine,
CBS Radio in Minneapolis Just ask yourself this: when’s the last time you went surfing the
and Los Angeles, KMSP Net with one hand on your mouse and the other on your credit
TV, Home Office Comput-
card? Your prospects are no different. In most cases, making a
ing magazine, c|net
online magazine, Saint purchase is the last thing on their mind when they visit your
Paul Pioneer Press, and Web site.
others. A columnist for
the Minneapolis Star
Tribune, Kevin has Heck, I’ve tried GIVING away products online that had a real
written for the Wall value of $20 … and failed to interest as much as 75% of all
Street Journal's Business
visitors.
Employment Weekly,
Opportunity World
Magazine, and others. Various studies (and my own experience) have shown that you’ll
likely have to contact prospects 5, 6, 7 times -- or more -- before
they believe in you and your offer enough to buy.
How can you put the odds in your favor? By using sequential
autoresponders.
To see which one you might prefer, why not download a free
trial version of each and try them out? You can do so at:
http://www.act.com/ and
http://www.goldmine.com/
Here’s one easy way to encourage those repeat sales -- just say:
“Thank you.”
http://www.WorldsTopMarketers.com 110
kevin donlin
When’s the last time you got a thank-you letter from a company
after giving them your money? Can’t remember? Good. See how
easy it is to stand out and generate good will?
A heartfelt “thank you” is all you really have to say, but you can
-- and should -- go a bit further, by doing the following:
● Reinforce why it was a good idea to buy from you in the first
place -- “resell” your company after the purchase to cut down on
buyer’s remorse and returns/refunds.
Sending a thank-you email after the sale will nip most service
problems in the bud, while turning satisfied customers into rav-
ing fans who recommend your business to others!
http://www.WorldsTopMarketers.com 111
kevin donlin
So, those are the two parts of the Follow-up Marketing equa-
tion: converting more prospects into customers and selling more
to them after the first purchase. Ignore this at your peril!
But … if you take just a few minutes each day to follow this
Article by Kevin Donlin,
model, you can get more customers who buy more from you for
author of the best-
selling manual, “How to much longer periods of time. It’s truly a virtuous circle. And
Double Your Small who wouldn’t want that?
Business Sales in 20
Minutes a Day With
Follow-up Marketing.” To WHY THIS ARTICLE WAS SO EFFECTIVE
learn more, visit http:// The article has been my most effective because it’s helped a lot
guaranteedmarketing.com/
of small business owners generate more sales and profits from
manual
the clients and prospects they already have. When you get more
sales using Follow-up Marketing, it’s like finding money in an
old pair of pants -- and requires just about as much effort.
Put another way, if you expect to make all your money on sales
to first-time visitors to your Web site or offline business, you’re
like a prospector who only wants to pick up gold nuggets lying
out in the open. While you might get rich this way, your odds are
about 1,000 times better if you get a shovel, dig up a bucketful of
dirt and start panning for the gold.
http://www.WorldsTopMarketers.com 112
Kevin Donlin spent an entire summer writing his Guaranteed Marketing ebook to
And he’s giving away the entire book -- a $27 value -- FREE.
Why?
find success and fulfillment. It’s a small way of giving something back to the bucket of
Claim your copy today -- just send a blank email to free-book@getresponse.com and
Of Perpetual
subjects and has been
published in countless
e-zines and magazines.
Larry first got online and
began writing in back in
Marketing
December 1995.
For example, you decide to create a free ebook that you will
give away to your web site visitors. You ask a large number of e-
zine owners to give away the ebook in exchange for their ad in
the ebook. You can just ask them to link directly to your web site
when they promote the ebook. You, of course, will have one of
your own ads on that web page.
Let's say you get 8 out of 20 e-zine owners that agree to givea-
way the ebook. The 8 e-zines total subscriber base is 75,000.
Now, you can ask more e-zine owners if they would like to pro-
mote the ebook in exchange for an ad inside the ebook.
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larry dotson
This time you can say, you already have 8 e-zines already pro-
moting the ebook with a subscriber base of 75,000.The next group
of e-zine owners you ask will be more tempted to promote your
ebook because there is a greater chance they will receive a lot of
traffic from the deal. It's win/win situation!
Get over 40,000 FREE
ebooks and more when
you visit: Do you understand the power of perpetual marketing? You could
www.ldpublishing.com have 20 or 30 e-zines promoting your web site at no-cost, very
quickly! You could create a new, free ebook every month and
repeat the process.
This isn't the only way to use perpetual marketing. You don't
just have to contact e-zine publishers you could do the same
with web site owners. You could use a total monthly visitor total
as motivation.
These are only a few ways to use perpetual marketing. You could
use your own imagination to create new ways to use perpetual
marketing that will increase your traffic and sales.
http://www.WorldsTopMarketers.com 115
burt dubin
Guarantee
Specific
Outcomes
Burt Dubin, president,
Personal Achievement
Institute, 1 Speaking
Success Road, Kingman,
Arizona 86402-6543
Phone 928-753-7546.
Fax 9928-753-7554 Don't market your services or your program. Market the out-
burt@SpeakingBizSuccess.com
comes you and your program deliver.
SpeakingBizSuccess.com
Burt works with people Reach 'em where they live! Grab 'em where the hair is short.
who want to be speak-
Create a 2-prong penetration into your customer's conscious-
ers and speakers who
want to be masters. ness. Experience a double-edged blockbuster benefit. First, guar-
antee specific outcomes. Don't market your program. Instead,
market what your customers identify as their desired outcomes
of your program. Bingo!
Second, beat your promise, right from the gitgo. You gotta de-
liver when you market outcomes. So, give more than your pre-
vious best. Raise the bar again. And again. Raise the bar on you.
I've been doing this since Day One back in 1978. Promise a real,
measurable return on your client's investment in your service.
(Call it that. It's not a fee. It's an investment. It's an investment in
the outcomes of your work.)
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burt dubin
Why market outcomes instead of programs? Because programs
are commodities. Outcomes are not. Outcomes are far more valu-
able. For example, a $4000 program may easily expand to a
$25,000 intervention. Research the value of the desired outcome
to the client. Then, when you're with the person who can say
In the early 1980s, Burt
yes, rub salt in the wounds of the way things are. Make it hurt.
Dubin did a lot of speak-
ing for the Associated
Management Institute, Now, romance the outcomes you can deliver. Be an evangelist.
and learned first hand
Compare what they have now with what you are prepared to
what it means to be a
professional speaker. deliver. Ask which they prefer. The answer is obvious. (See Sell-
ing the Dream, Guy Kawasaki.)
In 1984, shortly after
joining the National
Speakers Association, How about your handouts? They aren't handouts any more. Now,
Burt heard Joseph they are Learning Guides. Prepare, for each person in your audi-
Charbonneau, CSP, CPAE,
ence, something bound with more than a staple. Or 3-hole
speak at a NSA conven-
tion. Joe said, "If you punched. Or even in a 3-ring notebook. Make it a detailed paint-
want to be a master, by-number System that, when wisely engaged, produces desired
study what the masters
outcomes. Title it The _______________ System. Or call it The
have done before you.
learn to do what they ______________ __________ Operating Guide. Make it easier
have done — and have and more natural to succeed in creating desired outcomes. Build
had the guts to do —
accountability for taking prescribed actions into this implemen-
and you will be a
master too." tation instrument.
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burt dubin
Before you accept an assignment, consider whether you can
guarantee desired outcomes. Don't go in over your head. Avoid
hostile Balkan entanglements.
Measurable outcomes:
This stimulated Burt to
Guarantee a real return. A measurable return. A bankable re-
initiate an intensive
study of what makes a turn.
speaker a master of
professional speaking
Here's an example. In the early 1980's I delivered a lot of sales
and started compiling
everything he learned. trainings. I guaranteed decision-makers a 12% increase in sales
Burt found that platform within 30 days of my program. If they didn't get this measurable
skills are only 20 percent
result I'd come back for expenses only and do some more train-
of success in the speak-
ing business. The other ing free. This promise cost me nothing.
80 percent is positioning,
packaging and promo-
That's because I not only showed my students how to paint
tion — plus conceiving,
committing to and living mouth-watering, alluring, seductive (and true) pictures. Pictures
a magnificent mission. of the benefits of the benefits their customers would enjoy after
taking recommended actions. Then I went well beyond that. I
Utilizing techniques
derived from his find- showed my students their personal benefits when they sold the
ings, Burt built up to way I modeled.
mid-four-figure fees.
Like this: See yourself, you, reader (and I do mean you,) after
you allow yourself to accept-and to don-the mantle of your true
power. See yourself lighting up the faces of your audience mem-
bers when you illuminate them with your how-to's and your why-
to's. See your audience members inspired. See them breathing
hard. See them eager to get out there and use the ideas you gave
them.
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burt dubin
That vision you hold inside you enlivens the inner you. It re-
flects on the outer you. You carry yourself differently. You stand
taller. You move more dynamically. The look in your eyes is
more steadfast. Your voice has a new and bolder ring. You reach
people at a deeper level of their consciousness. You vivify your
In November 1988, Burt
audience members.
shared his techniques
with an audience of
professional speakers at Non-measurable outcomes
a NSA meeting. After the
Some topics, (example: Managing Diversity), are hard to quan-
presentation, many in
the audience called and tify. Let success be as seen through the buyer's eyes. If the deci-
asked him to help them. sion-maker who brought you in does not see the desired differ-
To serve their needs,
ence in performance, effectiveness and results, be willing to re-
while he continued to
speak, write and travel, turn and do more of what you do for expenses only.
he created The Speaking
Success System, which
There's magic in this, real magic. You, having guaranteed your
has evolved to the huge
body of knowledge that work, go the extra mile. You do your advance research with more
it is today. care. You probe. You diagnose more deeply. You identify the
points of pain. Then you prescribe with more care.
You then develop your program with even more care. The inter-
vention you recommend may expand to include one-on-one, in-
depth interviews with different management levels.
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burt dubin
This Executive Retreat requires your presence, of course, as
leader and moderator.
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burt dubin
Blue-sky fantasy outcomes
Some problems are unsolvable at the level of the problem. The
roots of the distress may be at a higher management level. There
may be deeply seated philosophical challenges requiring major
management surgery. Intervention may be appropriate at the
Board level.
5. Don't bite off more than you can chew. Decline challenges
that are over your head.
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burt dubin
6. Produce graphic support tools that are works of art. Make
these too valuable, too dense with wisdom, too physically hand-
some to toss out.
http://www.WorldsTopMarketers.com 122
With this System Your Success As a Speaker Is Guaranteed!
The Headline
The first thing to consider in your letter is the headline. Yes,
Virginia, there is a headline. Usually. (Not always in lead gen-
eration letters.) Right away you can see that this isn't your nor-
mal business correspondence.
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george duncan
The headline focuses the reader's attention on one quick benefit
or promise (or two). It gives him or her a reason to spend his
valuable time reading this letter. It also helps close out other
random thoughts and provides a context for what is about to
George began his career follow.
as promotion manager
for Esquire magazine and
for the next sixteen
If your company letterhead is heavily designed or attention- get-
years held creative ting, you may want to consider putting it at the end of the letter,
management positions instead of the usual position at the top of page one. (Now you
with such leading direct
marketers as Ziff-Davis
know it isn't correspondence!) That way, your logo isn't fighting
Publishing Company, for attention with the headline. You're not selling your logo.
Columbia House (CBS),
Grolier Enterprises and
Xerox Education Publica-
I try to make a promise or allude to a key benefit, and refer in
tions. some way to the offer, perhaps in a subordinate line. The offer,
remember, is what the reader will eventually act upon. Avoid
negatives in copy, especially in headlines. (Don't say "don't." ;)
The Opening
The opening is the first sentence or first two sentences follow-
ing the salutation. "I am writing to you about..." or "I want you
to know about..." are not openings. The reader, frankly, doesn't
care what you want. He cares about himself. This is a key place
to say something about him or his needs which your product
will gratify. The documentary film, The Ad and The Ego, makes
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george duncan
the point that the purpose of all advertising is "the production of
discontent" in the reader or prospect. That advertising seeks to
"develop an inner sense of conflict" in people which the prod-
uct, of course, promises to resolve. We do much the same in
direct mail, but we address ourselves to one person, not multi-
George started his own
freelance copy and
tudes. Your opening should, therefore, seek out the reader's "hot
consulting business in button" or major problem and begin immediately to show how
1976 in Cambridge, your product or service can solve it.
Massachusetts.
He later relocated to
Peterborough where he Most letters are won or lost in the first sentence.The surest way
provides a full range of to lose is to begin talking about yourself and your organization.
direct marketing services
to a national roster of
publishers, software The phrase I use to keep my head straight on this is, "Talk about
developers, and my lawn, not your grass seed!"
marketers of business-
to-business and
consumer products Another famous ditty that speaks to this situation is –
and services.
Tell me quick
and tell me true
Or else, my friend
to hell with you.
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george duncan
Now the reader knows I'm not going to be asking him/her for
money. Maybe. So he/she can relax. And my early reference to
the response device begins to set up the response behavior.
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george duncan
Use Subheads To Introduce New Thoughts
You want to avoid eye-glazing, mind-numbing, wall-to-wall copy,
so use subheads to introduce new thoughts and to move from
one part of the letter to the next.
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george duncan
Articulate the Offer
When you've fully described the many ways your product will
benefit the reader, show him/her how he/she can acquire this
fabulous program/product/service. Or, rather, how he/she can
realize these benefits right now.
Spell out your offer in detail. What the reader gets. If you're
offering a premium, this the place to sell that a bit, too. You may
also feature it in the brochure if you have one, or in a separate
premium flyer.
The Guarantee
No one wants to make a mistake. Especially not an expensive
mistake. Relieve that fear with your guarantee. Mitigating risk
is an essential function of successful direct mail. By law you
must refund legitimate requests up to 30 days anyway, so why
not make it a virtue? Don't worry that your guarantee might some-
how shed doubt on your product. The guarantee speaks not to
your product, but to you as an honest and fair businessperson
they can trust.
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george duncan
Note that under FTC rules governing the use of the word "free,"
an offer is not "free" if the prospect must pay something to re-
ceive it. It may be called "risk-free" if you guarantee a refund.
Ask him/her to do all that right now because that expiration date
will be here before he/she knows it. Because he really wants to
try this, but if he lets it go till "later," he'll forget. (that's inertia
working against you.)
The P.S.
Punctuate the call to action with the signature, then add a P.S.
After the headline and first sentence, the P.S. commands the high-
est readership in the letter. Use that important space to repeat a
key benefit, or add a twist or an another idea to something you've
already said. Also repeat your call to action here, in slightly dif-
ferent words.
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george duncan
The mnemonic for the basic function of all direct marketing, but
especially for letters, is AIDA. Get Attention. Arouse Interest.
Stimulate Desire. Prompt Action. And it ain't over until the fat
lady mails the order form.
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george duncan
Also, keep in mind that direct mail works as a selling medium
precisely because it is "mail!" It is essentially a letter. And it
borrows from the letter, all the personal attention and meaning,
the business importance and/or official significance that letters
hold in our culture. (On speaking trips to South America and
Asia, I found that this is not necessarily the case elsewhere.)
The further away one gets from the look and feel of the letter,
the more we reduce the impact of the piece. Self-mailers, of
course, don't have letters - except for one you might try to simu-
late on one of the panels. I've also seen a single-page letter folded
inside a self-mailer, but I have no idea whether that works as
well as a regular letter package. Like everything else in this
process, it depends on the product/offer/market mix.
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george duncan
The Anthrax Exception
With the arrival in the mailroom stream of letters laced with
Anthrax following the September 11th attacks, self-mailers
quickly became the way to go for many offers that might other-
wise have been sent in envelopes. Suddenly, LARGE return ad-
dresses and BIG teasers became the way to distinguish legit di-
rect mail from the bio-terrorist's efforts. However, for all the
reasons offered here, this is a blip that's likely to have blooped
by the time you read this.
Try self-mailers for products and events where your lists are not
well-targeted where others in the company might be equally good
prospects and might see the self-mailer around the office.
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george duncan
You can also use a self-mailer to test lists cost-effectively, in
advance of a more expensive direct mail campaign. The self-
mailer "stalking horse" can help you get the package targeted
right, especially where the list universe is large and uncertain.
2. One-Step or Two?
If you’ve decided the envelope package is the way to go, the
next consideration is whether your product (including "service"
as a product) will require a one-step or two-step process.
Will you sell the item directly from the direct mail piece, or will
you use your direct mail to obtain leads or inquiries to be fol-
lowed up by phone, sales force or more direct mail (or all three!).
Or to put it another way, what’s the offer?
If the offer is the product itself, and it’s under $100, you’ll likely
want to keep it to a one-step process. Using a two-step or lead
generating process for a low-cost product simply costs too much
to be profitable. Remember that, especially in lead generation,
we sell the offer, not the product -- so the decision to go two-
step will inform the makeup of the package.
3. Consumer or B2B?
Consumer packages tend to be larger and flashier, with more
"push" and therefore are more expensive than business-to-busi-
ness packages.
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george duncan
Consumer package range from slightly oversized #12 and #13
envelopes to 6" x 9" and 9"x12". Business-to-business packages
tend to be #10 "business" sized, or on occasion, a 9" x 12" First
Class business type envelope.
A rule of thumb I've basically followed over the years is, the
greater the commitment or involvement or purchase I'm expect-
ing from the recipient, the more "format" I have to deliver to
him or her to help them decide. A $5,000 direct purchase is go-
ing to require a series of mailings, and unless I'm basically aug-
menting a salesperson's efforts, I'll need to put much of what a
salesperson would deliver face-to-face into the package.
I'll have to show the product with a full-color brochure, sell the
product with a 4-page letter, and support both with testimonials
or other proofs (maybe in a lift letter). I'll need a response device
and a reply envelope to make ordering easy.
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george duncan
But what if I am augmenting a salesperson's efforts between sales
calls? Then I want him or her to do the heavy lifting (and he
does as well). I'm going to keep my mailings quick and to the
point with 1-page letters, maybe no brochure at all and at most a
fax-back form or reply card in case of a response. The salesper-
son is doing the selling and will issue the call to action when he
or she thinks the time is right.
What might I send the prospect in the case of a long sales cycle?
● A white paper
● Updates of product data sheets
● Press releases related to the product/process environment
● An article reprint with a short note
● A reprint of the new ad campaign
● A special, limited time price or bonus offer
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george duncan
For most products, that's going to require what we call a "full"
package; outer envelope, letter, brochure, order form, perhaps a
lift letter, and reply envelope. The size of each of those compo-
nents will depend on how much real estate you need to get the
job done. In many cases, you won't know the answer to that
going in, so you should plan some tests.
But be sure you test the key elements first: lists and offer.
If for some reason you can't test all those components, then you
need to give yourself the best shot out of the gate and include all
the components in your early mailings. What you don't want is
to spend $x to launch a product (or to try direct mail for the first
time) and end up with more questions than answers. (Would it
have worked if we'd included a color brochure?)
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george duncan
For a cold mailing, I'd want a separate color brochure and a 4-
page letter, if I'm selling it out of the package, or a 2-page letter
if I'm getting qualified leads. The offer in that case might be a
white paper, if the software is pricey, or a no-risk trial if it's
under $200.
6. Complex or Simple?
If your product needs to be demonstrated via photos with callouts,
etc., naturally you'll need a brochure, probably 4-color. The func-
tion of the brochure is to "show the product in use," which is
often essential to robust sales. If you're selling a directory —
something everyone understands — you may need only show a
typical listing. You still may want a brochure (8 1/2" x 11", 2
folds to #10) to give the company some presence, and to show
the listing with appropriate callouts. (A "callout" is a line drawn
from a product element out from the illustration to a brief blurb
describing that element.)
As you can see, there are no hard and fast rules for these deci-
sions, just general guidelines, and lots of exceptions. Test as many
options and variables as you can, and continue testing your pack-
age's elements going forward.
When you've tested your way to a profitable list, offer, and for-
mat, you'll have, in effect, a business-in-an-envelope.
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george duncan
It's a business that will take care of you for as long as there's a
market for your product. And remember, direct mail is back-end
business. However successful you may be, you'll be building a
list of responsive customers. Be sure you have something else to
sell them.
Copyright 2002, George
Duncan All rights
reserved. Additional WHY THIS ARTICLE WAS SO EFFECTIVE
how-to articles are
available at his Web site,
George,
DuncanDirect.com, and
in his book, Streetwise "Your "Anatomy of a Direct Mail Letter" is one of the most
Direct Marketing, Adams cogent and immediately useful articles on the subject
Media, 2001, available at
I have ever read."
Amazon.com and book-
stores.
Kelly Dueck
Duncan Direct Associates
Circulation Manager ,
Copy, Consulting and
Creative for Direct Farm Business Communications
Marketing and Winnipeg, Canada
Interactive Promotion
In All Formats.
Brandon Toropov
Senior Writer
DEI Management Group
New York, NY
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george duncan
Thank you George Duncan!
Sincerely,
Richard Gelb
Looking Glass Home Video
http://www.WorldsTopMarketers.com 140
Get it right
the first time!
http://www.WorldsTopMarketers.com 141
bryan eisenberg
12 Common
One of the principals and
CIO of Future Now, Inc.,
Bryan is an expert at
Mistakes in
Email Marketing
bridging the gap
between technology and
the real world. He has
been helping companies
realize that to maximize
results it is essential to
incorporate expert
persuasion techniques Don't you simply adore these wonderful lists that spell out the
into website design,
potholes folks typically fall into when they set about accom-
development and
implementation. plishing a task? I do. Especially when I'm about to embark on
something as significant as an email campaign. A tidy collec-
tion of DONT's makes it hugely easier to catch yourself before
you take an obvious misstep and tumble down some weird rab-
bit hole just like Alice. Except Alice landed in an interesting
place and learned a few things.
I gotta tell you - when you fall into one of these holes, you don't
wind up in a very interesting place (although you certainly can
wind up learning from your mistakes, but who wants to waste
that kind of time and money?). So how do you keep your head
above ground? Just pay attention to these mistakes of email
marketing, and you'll find yourself smiling like the Cheshire Cat!
http://www.WorldsTopMarketers.com 142
bryan eisenberg
With his permission, I've taken his sound ideas and recast them
to apply to your email campaigns. Email marketing is, after all,
a form of advertising. But it goes beyond conventional advertis-
ing, because it is also your principal pathway to building a long-
lasting relationship with your customers. You really don't want
Bryan is the author of
Future Now’s award-
to mess that up, do you?
winning newsletter
GrokDotCom, is the I thought not. So let's look at these mistakes, one by one (you
author of the weekly
ClickZ column “Convert-
can remind yourself as you read each item, “This is a mistake -
ing Web Site Traffic”, has don't go there”).
been a featured speaker
at numerous e-business
events both in the
1. The desire for instant gratification
United States and Launching an email campaign is like trying get your car rolling
overseas . The applica- from a dead stop. You think you're going to manage it all in one
tion of his vision and
processes have helped
push? Nope. It takes time to work up some momentum. And
Future Now clients before you achieve a decent speed, you're gonna start wonder-
increase their conversion ing if you are even up to the task. Be patient!
rates not just by per-
cents but by multiples.
Studies have proved the only variable that influences the suc-
cess of any campaign is the power of your message. So make
sure you are saying the right thing. "Uncover the story that is
uniquely yours; focus your campaign; commit to your message."i
And be prepared to give it time.
Once you get your momentum, it will be hard to stop it! Sure,
along the way you're gonna have to give the occasional push,
but with the momentum established, the job becomes much easier.
http://www.WorldsTopMarketers.com 143
bryan eisenberg
Do you go for 10 placements in one newsletter that goes out to
10,000 people, or do you opt for one placement that goes out to
100,000 people? Same number of impressions, but the first op-
tion exposes fewer viewers to multiple impressions.
http://www.WorldsTopMarketers.com 144
bryan eisenberg
4. Unsubstantiated claims
Folks make claims all the time that miss targeting their custom-
ers' needs and simply wind up turning them off. Specifics about
yourself, your way of doing business and your products are far
more persuasive and cut to the chase far more effectively than
A successful entrepre-
generalities. So get credibly specific!!
neur in his own right,
Bryan also has consulted
to and run seminars for 5. Improper use of passive media
numerous corporations,
Passive media are sight-based media - newspapers, magazines,
large and small, both on-
line and in the real billboards, direct mail, and yes, even email - that require the
world. He holds a B.A. user to sustain focused attention in order to process the message.
from Brooklyn College,
Intrusive media are sound-based - radio and television. Sound is
CUNY, and did graduate
work at The Wurzweiler heads above sight in its ability to get your message lodged into
School. Bryan is also a your customers' brains. The best use of passive media is as a
graduate of Roy William's
follow-up to intrusive media.
Wizard Academy and is a
contributing author of
Accidental Magic. This is a toughie, and there's not much you can do about it at this
stage of the technological game. It is largely one of those obsta-
cles you have to factor into your marketing equation. Trust me,
now is not the time to go lining your emails with .wav files - and
that misses the point anyway. The huge advantage of email mar-
keting, passive though it may be, is its relative low cost. It's worth
the effort, but be aware of the limitations.
http://www.WorldsTopMarketers.com 145
bryan eisenberg
6. Creating individual emails instead of campaigns.
Remember the hammer analogy from last time? Good. Now add
this: No single ad constitutes a campaign, Rome wasn't built in a
day, and friendship isn't a first-sight phenomenon. You have more
to say and more to accomplish than can be said and accomplished
in a single email.
8. Ignoring timing.
It should come as no surprise that you've got to think about tim-
ing your message. Who is your audience and when are they most
likely to read your email? Rebecca Leib presents some very use-
ful information on timing in her article Does Anybody Know
What Time It Is? Does Anybody Care?
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bryan eisenberg
Your goal is to give your customers the right message and send
it when they are apt to take the time to read it. This isn't the same
as suggesting you should time your message to exactly when
you think your customer is going to act on it. Seasonal situations
aside, an important tenet of advertising is this: "Tell the cus-
tomer WHY and wait for WHEN. Quit trying to predict the
moment of need."i
9. Overtargeting
Be careful to avoid over-segmenting your data base in your ef-
forts to reach your target audience. It's a myth that you only
need to get your message to the decision-makers. Truth is, deci-
sions are seldom made in a vacuum. Don't neglect the influenc-
ers!
http://www.WorldsTopMarketers.com 147
bryan eisenberg
12. Confusing "response" with "results"
"Slick, clever, funny, creative and different ads are most likely
to generate comment, or response." Buzz doesn't feed the bull-
dog and excitement alone won't bring in the cash. See the prob-
lem?
http://www.WorldsTopMarketers.com 148
Are you Creating Emails
that Drive Action and
Build Relationships?
If email is an integral part of your plans for growth,
you need be sure that you’re doing the best job possible.
» Is your open rate high enough? » Are you achieving the response rates you would like?
» Are your unsubscribe rates too high? » Are your emails building on your brand or spending it?
An Email Messaging Assessment is a benchmark for how you’re doing today and a blueprint for how you can improve
your performance. Whether you want to do it yourself or have us help you; your assessment is an invaluable tool.
"The success of your online business depends on building relationships with your customers.
Because people prefer to buy from those with whom they have a perceived relationship, prospects and
buyers who interact with you via email are even more likely to become customers with a higher lifetime
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Our Email Messaging Assessment applies over 60 separate metrics to your campaigns, focusing on the key issues
that determine your overall success. This assessment process is typically applied to a group or campaign of five or more
promotional emails. The assessment will also work extremely well when applied to all those emails that are automatically
generated by your site in response to customer actions - from Welcome emails to Purchase Confirmation emails.
I started dumping all those ideas I ever had about getting organ-
ized onto a file on my computer. These were all pearls that came
out of my mouth when I was with clients or when I did a speak-
ing engagement or a seminar. I could do one booklet on busi-
ness organizing tips and another on household organizing tips.
http://www.WorldsTopMarketers.com 150
paulette ensign
Two 16-page tips booklets, each fitting into a Number 10 size
envelope. The first one was '110 Ideas for Organizing Your Busi-
ness Life' and the second one '111 Ideas for Organizing Your
Household'.
My first run was 250 copies. That was the most expensive per-
unit run I made, but I had to get samples to distribute to start
making money. It took a few months to pay the printer only $300.
The only way I could think of selling the booklets was by send-
ing a copy to magazines and newspapers, asking them to use
excerpts and put an invitation at the bottom for readers to send
$3 plus a self-addressed stamped envelope. I had no money to
advertise. Then the orders started dribbling in, envelopes with
$3 checks in them or 3 one-dollar bills. This was great stuff. I
remember the day the first one arrived. It was like manna from
heaven:$3! Of course, the fact that it took about 6 months from
first starting to write the booklet until the first $3 arrived some-
how didn't matter at that moment.
I cast seeds all over the place, hoping that some would sprout. I
found directories of publications at the library and started build-
ing my list.
http://www.WorldsTopMarketers.com 151
paulette ensign
There was a TUB of envelopes that had arrived that day, about
250 envelopes as I recall, all with $3 in them.
And some of the lessons I had learned along the way were ex-
pensive ones. I didn't realize my bank was charging me $.12 for
each item deposited until I got my first bank statement with a
service charge of $191.
http://www.WorldsTopMarketers.com 152
paulette ensign
* A company asked me to write a booklet that was more specific
to their product line.
* I found out that the list of people who bought my booklet was
a saleable product.
Things were starting to pick up. So, back to June and taking
stock of where I was. You know those advertising card decks in
the mail? Well, that day in June I was so bored, I opened one.
Glancing through it, I said, 'jeez, here's a company that oughta
see my booklet. And here's another one, and another one.' I sent
booklets to each.
I slightly underbid her price, she was thrilled and the sale was a
done-deal. I thought, 'oh, this will be easy to sell large quantities
now'. Wrong. It was another three-four months until the next
large-quantity sale. But, the trade show they were attending was
an organization I had contacted about getting my booklet into
their catalog. They rejected it because I wasn't in their industry.
So, my buyer had bought 5000 copies of my booklet, with my
company information in it, to distribute at that trade show. I loved
it!
http://www.WorldsTopMarketers.com 153
paulette ensign
One day, a guy I know from a major consumer mail- order catalog
company said, 'Why don't you license us reprint rights to your
booklet. We can buy print cheaper than you, so if you charged us
a few cents a unit, you wouldn't have to do production.'Well, 18
months later after lots of zigging and zagging that sale happened:
a non-exclusive agreement for them to print 250,000 copies.We
exchanged a ten-page contract for a five-digit check.
They provided the booklet free with any purchase in one issue
of their catalog and made a 13% increase in sales in that
issue.They were happy. I was happy.
I like teaching and now I had a new topic besides the organizing
I had been presenting. I also like traveling. So I took the 3-hour
class on the road and had great fun doing it. I toured the country
for about 2 years, 6-8 classes a year. Many people have written
interesting booklets on all kinds of topics. Some have hired me
to write a customized marketing plan for their booklet or to coach
them by phone to develop their booklet business.
http://www.WorldsTopMarketers.com 154
paulette ensign
Midway through that year (August 1994), I discovered
Compuserve. My sole purpose for getting online was to market
my business. The third day I was online, I saw a forum message
from a guy from Italy who had a marketing company there. He
told me his client base was small businesses and companies who
served small businesses. I told him I had a booklet he might find
useful. I sent it to him, he liked it and we struck a deal. He trans-
lated, produced and marketed it, and paid me royalties on all
sales. That January he wired several thousand dollars to my
checking account from Italy. He made the first sale of 105,000
copies to a magazine that bundled a copy of my booklet with
one issue of their publication.
Folks who read those postings replied that they would be inter-
ested in doing the same thing with my booklet, but in French
and in Japanese. This never even dawned on me. I've also dis-
covered licensing opportunities for my booklet content in other
formats.
http://www.WorldsTopMarketers.com 155
paulette ensign
* I created a company called Tips Products International.
* I write tips booklets for clients based on their raw print mate-
rials.
http://www.WorldsTopMarketers.com 156
TWO Home Study Courses to
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david frieslander
An alternative
to the search
Having lived and worked
all his life in Manchester,
David Frieslander knows
engines
- A Supermarket
only too well what it's
like to climb the ladder
in the business world.
Described as radical,
innovative and a man
with the Midas touch,
Analogy
this lecturer, consultant
and business entrepre-
neur brings to an audi-
ence energy, enthusiasm
and original ideas.
He has appeared on
Imagine a supermarket.
BBC's Good Living
programme with Jane
Asher and as Dracula on Imagine that there is a new product on the market, let's say a
Granada TV, promoting
new bar of soap and that the manufacture is unknown and the
his themed catering
company. He has been name of the product also new.
in the press and on radio
numerous times.
To make matters worse the manufacturer has little or no market-
Having taken a path in ing budget.
catering, David eventu-
ally started his own
Then imagine my wife gives me a shopping list and says "David
business.
get what's on the list or whatever".
http://www.WorldsTopMarketers.com 158
david frieslander
On the list is our regular bar of soap called Zest.
So I jump in the car and make my way down to the local Super-
market.
Not content with one
business, David quickly
diversified. Lateral On entering the car park I am still unaware that this brand new
thinking on his part saw
product exists.
opportunities where to
others there were none -
Crockery Hire company, I'll just stop and ask the customer services where the Baked Beans
Themed banqueting
are.
venue, computer busi-
ness, leisure activities,
sole distribution rights, Can you imagine the response. She'll tell me which isle and shelf
leather manufacturer
the beans are on but they'll be no mention of the new bar of soap.
and designer and much
more. After all why should she tell me, I never asked!
Now be it the colour the packaging, the price the smell or even
the name, at this point I make a very critical decision.
Would you buy that bar of soap if it were placed amongst the red
wine, the cheese, the kiddies underwear?................ I think it's
highly unlikely.
http://www.WorldsTopMarketers.com 159
david frieslander
The location of this new product of course is paramount to its
success. If it were placed among the frozen vegetables or the
breads, a sale would be unlikely.
http://www.WorldsTopMarketers.com 160
david frieslander
In some cases I even sent free samples of the cases and asked the
sites in question to post a review on their site.
http://www.WorldsTopMarketers.com 161
david frieslander
In order for you to place your products and services on the shelf
you must build up reciprocal links with other web sites that are
associated with your line of business.
It should allow for a short description of the site that you pro-
vide a link to.
You must allow for the reciprocating site to place their web site
address on your links page.
Only provide a link out in return for a reciprocal link in. Better
to have more links in than links out.
From the success that I have experienced on the net I set about
putting my ideas down in a step by step format.
http://www.WorldsTopMarketers.com 162
No more theory.
No more hype!
Just a practical
tutorial solution.
Take up the challenge with a special 7PIMs kit!! We’ll send you the 7PIMS
manual , 7PIMv (2 video tapes), the “How to be in the Right Place at the Right
Time ” double cassette, the “How to create a Profitable Internet Business ”
cassette,the ” Profitable Internet Marketing” 6 cassette set, the “How to cre-
ate Royalties ” manual and Netprospector 2000 (software to help you find sales
leads - no spamming).
http://www.WorldsTopMarketers.com 164
randy gage
After crossing nine time zones in two days and the absence of
any meaningful sleep - the contrast of cultures and convergence
of experiences have conspired to provide me an insight into life.
Which, as is my nature – I immediately translate to marketing.
Randy captivates
audiences through his
unique and memorable The convergence of experiences:
personal stories,
teaching them the
lessons learned from The first of these were the “Showcases” I critiqued with Steven
his own rich life. Siebold at the Speakers Institute. In a showcase, a volunteer
comes on stage and delivers a short section of his or her speech.
His in-the-trenches
experiences in We then critique for them how they can better connect with the
direct selling, as an audience and get their message across. If there was one theme
entrepreneur, and
we came back to over and over, it was “tell a story – make a
in life - help your
people see how they point.”
can transform challenge
into choices, obstacles
Simply assaulting your audience with facts, statistics and infor-
into opportunity, and
tragedy into triumph. mation will never create a bond. You are simply a human com-
puter, downloading data at a much faster rate than the average
person can process. Give a speech on the “11 Steps to Success”
and quiz the audience 30 minutes later. You’ll be lucky if they
can name one or two.
http://www.WorldsTopMarketers.com 165
randy gage
His keynote speeches, The second experience that lead to my intriguing insight was the
books, tapes, and other
work I did coaching attendees on their copywriting skills at the
learning resources are
packed with take-home Institute. We worked together on crafting compelling, gut-
content you can apply wrenching stories that would capture the emotion of the situa-
immediately in your life
tion for the prospect.
and business.
More than just "rah-rah" And contrary to popular belief – elite copywriters and world-
rallies, an interaction
class speakers share many more similarities than they do differ-
with Randy provides the
true inspiration that ences. At their ultimate level – they both speak to the soul of the
empowers people into recipients.
self-motivation, and the
action steps to achieve
success. One of the insights I wanted the speakers at the Institute to get
was that they must bring more than their message to the audi-
For more information
ence. Their message must be heartfelt, in the moment, and spo-
on Randy, go to
www.gagedirect.com ken directly with their audience. Yet there still is an element of
or call 1-800-432-4243 & show business – a necessary element if they are to “get over the
(316) 942 1111.
lights,” and share their message in a way the audience hears it,
connects with it, and actually resonates it. You can’t do this
with facts and figures, but you can do this with stories. And
when you do it right – the recipient will not hear the story, or
read the story – they will experience it!
http://www.WorldsTopMarketers.com 166
randy gage
Yet when I finished, 80 people from an audience of 100 lined up
to shake my hand, look in my eyes, and tell me how moving and
life-changing my message had been.
They don’t share the same native language, the Director knows
very little German and English, and the metzo speaks almost no
French.
Yet the Director communicates the story he wants told and the
manner in which it must be done.
http://www.WorldsTopMarketers.com 167
randy gage
At the level of skill and training these students possess, they
can, at the snap of a finger, hit and project a note like you expect
to hear from Patti Labelle or Joe Cocker as they belt out their
climatic finale. (All while they’re sitting down in a rehearsal
room holding a water bottle, playing to an audience of one.)
One sings, the second follows, and the third replies. The bril-
liant Director teeters on the edge of his chair, turning to each as
they solo. His wide open eyes dance with electricity, his mouth
is agape with joy, as he caresses each soloist with energy as he
coaxes the emotion from each of them. He scowls, stomps his
shoe and snaps his fingers when they must be angry – he breathes
hard, emotes and waves his arms when they must show more
excitement. “Exactament!” he exclaims when the magic of the
moment is captured.
You need not speak the language to feel the passion of the story.
No matter your age, your country or your culture – the spider
web of the story ensnares you in its trap.
http://www.WorldsTopMarketers.com 168
randy gage
Tell a story. Make a point. Make the story your point. Whether
you’re the lead in La Traviata speaking to an audience of 500, or
writing your next sales letter, brochure or catalog – your critical,
overriding responsibility is to connect with your audience on an
inter-dimensional, soul-to-soul level.
The medium may change – the pianist with her keyboard, the
singers with their song, or you with your pen on paper – but the
end result must not. You must reach each person, one at a time.
Even if your mail piece is going to 50,000 people, they are go-
ing to read it one person at a time. The more stories you tell that
the prospect will relate to, the more likely he is to continue read-
ing and get your message. And we’ve talked about this before -
- the more emotion you can bring to the situation -- the more
likely the message will resonate with the prospect enough to
cause him to take action.
If you assault your prospect with all the rational, logical and
sensible reasons she should buy your product or service, she
might. More likely, however, she will make a mental note that it
sounds like a good idea and plan to do it later. Which she prob-
ably won’t.
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randy gage
Logic gives the reason to buy, but emotion creates the urgency.
Imagine if June Anderson or Luciano Pavarotti simply read their
lines from their opera performances out loud from the script.
You might say the plot was interesting, but it’s unlikely you’d
stay with it.
Easy. You don’t focus on the product - but how the prospect
uses it. Which is always good advice in any case. For tires you
could sell safety as the prospect transports her children, the fear
she would face on a lonely road at night after she has a flat, or
the danger of a blowout as she hurtles down the highway at high
speed.
http://www.WorldsTopMarketers.com 170
randy gage
If you’re a restaurant, you can do the easy thing, which is offer-
ing early bird dinners and cents off coupons. But a great copy-
writer would paint a picture of a warm, tender and intoxicating
romantic dinner for two. Or in a family restaurant, the great
times the kids will have.
Dear Colleague:
This is not hype – this is the real deal. How one man’s making
millions – and how you can duplicate him.
http://www.WorldsTopMarketers.com 171
randy gage
A man who has sold over $500 million worth of books, tapes and
videos through direct mail, infomercials and space ads, teaches
you how to do the same thing;
You hear the man many consider to be the best platform pre-
senter alive today, up close and personal – and learn from him
what he did to get so good;
You paint the right picture of what your prospect can expect
from your product or service.
http://www.WorldsTopMarketers.com 172
randy gage
Sometimes you don’t tell the story of what they will get when
they buy your products. Sometimes you tell the story of what
will happen if they don’t!
Dear Friend;
This can be a very effective way to market. You don’t sell the
benefits of your product as much as you do the bad things that
will happen if the prospect doesn’t buy your product.
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randy gage
Dear Friend:
***
Dear Colleague:
One of which could prove lucrative and quite profitable for you...
***
***
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randy gage
Dear Colleague:
Yes. It’s really true. The difference between you and your first
(or next) million dollars can be one sales letter. Or the right
display ad, or even a properly crafted infomercial.
***
Dear Colleague:
***
Dear Colleague:
I just got off the phone with Dennis & Mella Shoebotham, our
first Emerald Executives, and the top distributors in the North-
west. They’ve agreed to participate in a fascinating new pro-
gram to take 8 people from Washington State and put them
through the most intensive success programming ever conducted
in Network Marketing.
***
http://www.WorldsTopMarketers.com 175
randy gage
Notice how in each of these example, I just pick up a story at
some point. Oftentimes the letter’s recipient doesn’t know the
sender, and has absolutely no idea why they would be telling
them this or any story. Their curiosity forces them to keep read-
ing.
By the way, all of these examples are from my book, The Mil-
lion Dollar Mailbox. It’s a collection of successful case studies
of mine, and absolutely required reading for anyone serious about
their copywriting skills.
(If you need one, call Prime Concepts at (316) 942-1111 and ask
for the ProfitLetter subscriber price of only $247. You’ll save
fifty bucks off the regular retail price.)
http://www.WorldsTopMarketers.com 176
randy gage
Here’s how Daniel started his letter:
Mark and Jake were very much alike. They had more or less the
same qualifications to start their own business and they both
had similar backgrounds.
Although Mark and Jake are still very much alike (they are both
happily married and have two children) today, there is a differ-
ence…
Mark still works two jobs, has many debts and continually strug-
gles to meet quotas with his MLM Company.
And all he has to show for three years of hard work is a £306.18
monthly bonus cheque.
Jake, on the other hand, dedicates less time to his business than
Mark does. Yet, he has made it to the top position in his com-
pany.
http://www.WorldsTopMarketers.com 177
randy gage
Jake works only 3 to 4 hours a day on his business. He has
implemented systems that have turned his business into a com-
plete, turn-key, auto pilot operation. He knows that even if he
goes on holiday for a full month, when he comes back his cheque
will be bigger than the previous month. He has a constant stream
of qualified prospects joining his downline, has gained the re-
spect of his business associates and people follow him like a
magnet. Jake has gained the recognition of his company and at
the annual convention received the Top Distributor Award.
***
http://www.WorldsTopMarketers.com 178
randy gage
For Mark, things are not going well. He still works two jobs,
has many debts and continually struggles to meet his quotas with
the company. All he has to show for three years of hard work,
hundreds of meetings and a lot of rejection, is a £306 monthly
bonus cheque. He has frequent arguments with his wife, most of
them about money.
She feels he should be spending more time with her and the kids,
but Mark is always attending another meeting somewhere. She
can’t understand why he’s missing their children growing up for
such a measly check each month. She resents it, and the bitter-
ness is tearing into the fabric of their marriage.
Jake, on the other hand, dedicates less time to his business than
Mark does. Yet, he has made it to the top position in his com-
pany. He quit his day job a year ago, so he has breakfast with
the family and takes his kids to school every morning. He takes
his family on several holidays a year and is able to provide a life
of security, without the stress of financial pressure. Because
he’s been there at the important times in his children’s life – he
has a wonderful relationship with them. His family is happy and
well adjusted, and they live in a beautiful neighbourhood with
good schools and nice neighbours.
http://www.WorldsTopMarketers.com 179
randy gage
Jake has gained the recognition of his company and received
the Top Distributor Award at the annual convention. His cheque
last month was for £46,568.
What happened?
***
The first ad titled, Right of Way for Fighting Might went the
logical approach, citing impressive war freight figures. It help-
ing a little, but the railroad was still deluged with complaints.
Metcalf came back with Thunder Along the Line, an ad where
he tried to tell the story of the fighting railroaders and the hell
they were going through 24 hours a day, trying to keep the train
service working as normal as possible.
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randy gage
“But three weeks after the ad ran, the typographer who set the ad
came to Boston by train. I met him shortly after he arrived.
Almost in the same breath, he praised the ad – and complained
about the train service! That was the beginning of “The Kid in
Upper 4. I vowed I would write an ad that would make every-
body who read it feel ashamed to complain about train service.”
I think he certainly did it. Take a read and see for yourself:
This is no ordinary trip. It may be their last in the U.S.A. till the
end of the war. Tomorrow they will be on the high seas.
One is wide awake ... listening ... staring into the blackness.
***
The taste of hamburgers and pop ... the feel of driving a roadster
over a six-lane highway ... a dog named Shucks, or Spot, or Bar-
nacle Bill.
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randy gage
The pretty girl who writes so often ... that gray-haired man, so
proud and awkward at the station ... the mother who knit the
socks he’ll wear soon.
There’s a lump in his throat. And maybe – a tear fills his eyes. It
doesn’t matter, Kid. Nobody will see ... it’s too dark.
***
But people all over the world are waiting, praying for him to
come.
With new hope, peace and freedom for a tired, bleeding world.
***
http://www.WorldsTopMarketers.com 182
randy gage
For us to treat him as our most honored guest is the least we can
do to pay a mighty debt of gratitude.
What was the difference between this ad and the earlier ones?
The story. And emotion. Tell stories. Use them to demonstrate
the benefit of your product. And do it with emotion, and you’ve
got a winner!
http://www.WorldsTopMarketers.com 183
Can You Really Be One Sales Letter
Away From a Million Dollars?
Yes, it’s really true. The difference between you and your first (or next) million dollars - can be the
right sales letter! Or the right space ad, or even a properly crafted infomercial.
In fact, the fastest way for a person without a big bankroll to get rich is direct response
marketing. No matter what business you’re in – direct response marketing is the best way to raise
your sales exponentially. And when you raise sales this rapidly, a lot of the money falls to the
bottom line as profits.
A few years ago, a one-time-only, very special conference took place in the island country of
Bermuda. This landmark event was the first time two men – both self-made millionaires and
direct marketing icons – teamed up to conduct a four-day symposium on the strategies you need to
transform your ordinary marketing materials into order-producing, cash-generating vehicles that
stuff your mailbox, overload your phone lines, and assault your web site with new business.
Attendees paid $7,500, plus expenses, and they came from all over the world. These attendees
have since gone on to produce many millions of dollars in sales. Some have reached the pinnacle
of success in their industry. Fortunately, this amazing event was recorded live, exactly as it took
place. Now it is available to you...
The program I’m referring to is the Million Dollar Direct Marketing Institute, and it was con-
ducted by two of the most brilliant marketing geniuses in the world today - Ted Nicholas and
Randy Gage.
This is the first and only time these two direct marketing legends joined forces to present the most
intense, information-dense program ever offered in the science of direct marketing. It was four
days and nights packed with their million-dollar know how.
And I can tell you this. When they got together – it was magic! They started swapping headlines,
relating copywriting platforms, pulling out sample control ads, showing successful mail campaigns
and the sparks were flying! The audience – composed of dozens of highly successful marketing
consultants, copywriters and entrepreneurs – joined in, prodding, asking questions, participating
in Hot Seats and contributing their own experiences.
The result of all this was electrifying.
And we recorded every single second, on audiotape, exactly as it took place...
and Bullets
copywriting skills, his
poise and maturity, and
the solidity of his mar-
keting thinking...In my
experience, it is not
common to find all three
of these qualities in one Headlines are the most important part of any advertisement.
person." Tom is one of
David Ogilvy said:
the all time greats of
advertising copy and has, “Since headlines, more than anything else, decide the success
himself, been called "one or failure of an advertisement, the silliest thing of all is to run an
of the greatest copywrit-
ad without any headline at all -- a headless wonder.”
ers of all time" (by Ed
Nash in his book Direct
Marketing, McGraw-Hill). If headlines are that important to your ad, then you should know
how to write good ones. And if you know how to write good
headlines, you can also use that ability to write titles for your
books, ebooks,reports, email, autoresponder messages, websites
and advertising promotional materials.
http://www.WorldsTopMarketers.com 185
carl galletti
Another effective technique is to put “bullets into your advertis-
ing. Here is an example of a single bullet:
● 16 Secrets For Increasing Your Income
http://www.WorldsTopMarketers.com 186
carl galletti
I think of them as MINI-HEADLINES designed to stimulate
desire for the product and to well-up a craving for it in the heart
of the prospect (your reader).
If you don’t have that much time, give it to some colleagues and
ask them to give you their reaction.The reaction you’re looking
for is how much it makes them WANT to read more about what
the bullets refer to. You don’t care so much about the grammar
or whatever else.
http://www.WorldsTopMarketers.com 187
carl galletti
Here’s how you would rewrite them to make them YOU ori-
ented:
http://www.WorldsTopMarketers.com 188
carl galletti
In making up your own headlines and bullets, you should freely
substitute your own words and phrases for the underlined words
and phrases. The underlining is merely a suggestion, a good place
to start your substitution. But don’t limit yourself. Feel free to
also vary the other words if that seems appropriate and strength-
Before becoming a
freelance copywriter and
ens the power of it.
marketing consultant,
Carl spent several years For example, for a diet product “11 Ways To Get Smarter Almost
working for the largest
oil company in the world,
Instantly” might become “11 Ways To Lose Weight Almost In-
as well as a highly re- stantly.” Or “3 Ways To Lose 10 Pounds Almost Instantly” or “6
garded market research Ways You Can Slim Down In The Next 30 Days.” Notice how
firm. And he also served
as Executive Vice-Presi-
the first two examples made changes to only the underlined parts
dent for a Madison of the template. Also notice how the third example made changes
Avenue advertising to the non-underlined parts as well, yet it kept the same magic of
agency.
the original.
The third example changed the number (11 to 6) but also took
out the “To” and replaced it with “You,” a wise choice since it
makes it more personal, more “YOU” oriented. So, “To Get
Smarter” first became “To Lose Weight” and then, “You Can
Slim Down.” And here, even the end part got changed, perhaps
because losing 10 pounds instantly is probably too much to be-
lieve (or achieve). So, it was changed to “In The Next 30 Days.”
Now, that makes it much more believable. See how it works?
http://www.WorldsTopMarketers.com 189
carl galletti
These bullet templates are most useful for bullets and headlines.
However, they may also be useful for inspiring titles as well as
captions for illustrations.
http://www.WorldsTopMarketers.com 190
carl galletti
● How To Avoid The 10 Biggest Marketing Mistakes
● How To Become A Winner By Watching Television
● How To Bounce Back From A Devastating Loss
● How To Control Your Appetite
● How To Get Other People To Pay For Your Meals
These days Carl has
● How To Handle Sales Objections
retired from writing
copy for clients and ● How To Make The Most Out Of
now spends his time Your Current Financial Position
creating websites (see:
● How To Make Your Advertising
www.CarlGalletti.com),
putting on his Twice As Effective In Half The Time
Internet Marketing ● How To Make Yourself Twice The Person
SuperConference TM
You Thought You Could Be
every June in Las Vegas
(see www.ims4.com) ● How To Put Yourself On A Collision Course With Success
...teaching students of ● How To React To Criticism
his Copywriter Protégé
● How To Sell Against The Competition And Always Win
Program and, his new
found passion: directing ● How To Stop Smoking Almost Overnight
films. ● How To Think Like A Boss—The Three Things You Must Do
● How To Transform Your Crushing Failures
Into Spectacular Successes
● How To Transform Your Ideas Into Reality
● How To Win Over Any Opponent
● Latest Updated Information On Lifestyles
● Medical Breakthrough: A New Cure To Stop Smoking
● No More Aching Back
● Now Revealed For The First Time -- The Amazingly Simple
Technique To Earn $25,000.00 A Month!
● Prevention's Best Weight-Loss Ideas
● Secrets Of The Ancient Alchemists
● Seven Terrific Speakers and What They Can
Teach You About Self-Promotion
● Seven Terrific Speakers Tell You Exactly What To Do
About Stage Fright
http://www.WorldsTopMarketers.com 191
carl galletti
● The “Rule of 7” and How It Can Make You Rich
● The #1 Most Effective Way To
Overcome Your Most Self-Destructive Thoughts
● The #1 Secret Of The Diet Doctors
● The (Absolutely) Last Word On AIDS
● The 10 Secrets To Professional Speaking
And Why You Should Never Use Them
● The 10-Word Rhyme That Will Help You Remember
Exactly What To Do When You Get Too Uptight
● The 11 Selling Secrets Of Million Dollar Sales Letters
● The 12 Strategies That Will Guarantee
You Get The Results You Want
● The 13 Reasons Why You Should Have
A Positive Mental Attitude
● The 201 Most Powerful Persuasion Statements Of All Time
● The 23 Ways To Turn Your Life Around
● The 90-Second Miracle
● The ABCs Of People Management
● The Amazing "M.U.D.D." Technique
● The Amazing 2,000 Year Old Secret
● The Amazing Diet Secret Of The Ancient Chinese...
Revealed For The First Time
● The Amazing Discovery That Will Change Your Life
● The Amazing New Diet Secret Of A Desperate Bride-To-Be
● The Amazing Secret That Brave Men Died For
● The Amazing Secret That Shocked the World
● The Amazing Solution To The Incredible Mystery
Of The Missing Profits
● The Amazing Winning Secret Of A Little-Known
New Jersey Billionaire
● The Amazing Winning Secret Of A Losing Athlete
● The Amazingly Simple Technique That
Almost Everyone Ignores
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carl galletti
● The Amazingly Simple Technique That
Almost Everyone Needs
● The Best And Worst Diet Ideas From Prevention
● The Best Kept Business Secrets In America
● The Book That Took Forty Years To Write
● The Can't Miss System For Investing in Stocks
● The Can't-Miss System For Getting A Raise
● The Case Against Yelling At Referees
● The Case For Yelling At Referees
● The Complete Guide To Finding the Perfect Woman
● The Cosmo Formula For Looking Your Best
● The Crimes You Commit Against Your Mind
● The Crucial Factor That Determines
Whether Or Not You Get Promoted
● The Crucial Role of the Cassette in Mental Training
● The Crucial Step For Achieving Success
● The Crucial Step For Women Executives
● The Excellence Principle
● The Explosive Technique For Fighting Off A Mugger
● The F.R.E.D. Factor
● The Five Deadly Mistakes You Can Make
When Asking For A Raise
● The Five Direct Marketing Don'ts
● The Four Legendary Direct Mail Copywriters
And What They Had In Common
● The Four Reasons Why Using a Lawyer
May Be Dangerous To Your Wealth
● The Four Steps To Absolute Peace
● The Galletti Method For Super Success
● The Get-Rich Phenomenon And What It Means To You
● The GILBERT Technique For Managing Your Time
● The Instant Cure For Insomnia
http://www.WorldsTopMarketers.com 193
carl galletti
● The Key Greatest Speakers Of All Time:
Who They Are And How They Succeed
● The Last Word On Buying A Home Computer
● The Last Word On Making Money
● The Machine That Changed The Advertising World
● The Mysterious Secret That Unlocks The Key To Success
● The Mystery To Motivating Athletes
And How You Can Solve It
● The New Discovery That Made An Average Athlete
A Superstar
● The No-Fail Way To Get Your First Job
● The No-Sweat Study Guide
● The Number One (#1) Most Powerful
Word In The English Language
● The One Greatest Resource On How To Make Money
● The One Key To Health That Almost Everyone Forgets
● The One Most Important Piece Of Business Advice
You'll Ever Get
● The One Most Powerful Way To Overcome Your Fears
● The One Phone Number That Can Change Your Life Instantly
● The One-Minute Test To Determine Your Potential
● The Pandora Factor
● The Proven Formula For Doubling Your Income in 90 Days
● The Proven Formula For Doubling Your Sales
● The Revolutionary New Discovery
That Was Forty Years In The Making
● The Secret Formula That Kept Cleopatra Young...
Revealed Here For The First Time
● The Secret Nobody Knows About
● The Secret Of Perfect Putting
● The Secret of the Ages
● The Simple Formula For Improving Your I.Q.
http://www.WorldsTopMarketers.com 194
carl galletti
● The Simple Four-Question Test You Have To Pass
If You Ever Want To Become A Winner
● The Simple Quiz For Men Who Are Considering Infidelity
● The Six Biggest Mistakes You Can Make
In Public Speaking And How To Avoid Them
● The Strange Reason Why Winning May Be Fatal
● The Super Go-Buy System for Saving Money
● The Technique That All Superstars Use
To Almost Always Win The Big One
● The Ten Best Books On Advertising
● The Ten Best Resources For Entrepreneurs
● The Ten Commandments Of Confidence
● The Ten Commandments Of Successful Advertising
● The Ten Major Reasons Women Get Divorced
● The Terrible Truth About AIDS
● The Three Books You Must Read About
● The Three Books You Must Read
If You Expect To Succeed in Life
● The Three Critical Questions To Ask Yourself
After Every Single Speech
● The Three Diet Secrets Of The Orient
● The Three Most Important Steps To Achieving Success
● The Three People You Have To Speak To
About Your Shaky Marriage
● The Three Plus One System For Advancing Your Career
● The Three Reasons You Should Never Give
When Buying A Car
● The Truth About Love Potions
● The Truth About Starting A Mail Order Business
● The Two-Hundred-Year-Old Mistake
● The Ugly Truth About Infidelity
● The Ultimate Way To Improve Your Memory
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carl galletti
● The Very Best Advice Money Can Buy
● The World's Most Amazing Way To
Double Your Income Almost Instantly
● Three No-Nonsense Ways To Motivate Anyone
● Three Powerful Reasons Why You Should Never Tell A Lie
● Three Powerful Reasons You Should Always Tell The Truth
● Three Things You Must Do
● Three Ways You Can Turn A Hobby Into A Career
● TQP + CRM = QHP (Total Quality Management
+ CRM Films = Quality Human Performance)
● Wall Street's Best Kept Secret
● What Airlines Don't Want You To Know
About Buying Tickets
● What Every Good Nurse Should Know
● What Every Married Women Should Know About Sex
● What Every Speaker Must Know About
Researching A Subject
● What Everyone Should Know About
Buying Stocks in a Recession
● What It's Like To Receive Thousands of Dollars
in the Mail Each Day
● What Muhammad Ali Can Teach You About Success
● What Never To Eat On Airplanes
● What To Do When You Are Overwhelmed By Failure
● What Tom Seaver Can Teach You About Concentration
● What You Can Learn From
The Mentally Toughest Athlete Of All Time
● What You Can Learn From
The Things You've Been Overlooking
● Whatever Became of You Know Who?
● When To Use These Techniques And The Three
Critical Times You Should Never Use Them
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carl galletti
● Where To Find The Greatest Motivational Stories Of All Time
● Why A.C.R.O.N.Y.M. Can Mean Instant Success for You
● Why Everybody's Wrong About the Arabs
● Why Everyone Is Wrong About The Economy
● Why Everyone Listens When Joe Paterno Talks
● Why It Now Makes Sense To Buy Your Own Home
● Why Nobody Believes World Peace Is Possible
● Why Over 978 Smart People Have Paid $15,000
For A 5-Day Seminar
● Why Should Anybody Ever Buy A Home Computer
● Why Some Athletes Are Irresistibly Drawn Toward Failure
● Why Some Athletes Never Choke
● Why Some Athletes Never Win The Big One
● Why Some Athletes Self-Destruct in Crucial Situations
● Why The Old Coaching Techniques Don't Work Anymore!
● Why The Top Twenty High School Football Coaches
Use These Techniques
● Why You Should "Throw Away" Everything
You Ever Knew About Sport Psychology
● Your Amazingly Simple Guide To
The Most Powerful Techniques Ever Developed
http://www.WorldsTopMarketers.com 197
carl galletti
Thanks for reading this. When you have successes with the bul-
lets you’ve written based on what you learned here, please write
or email and tell me about them. And for the latest updated info
on headlines, copywriting, advertising, marketing, etc., subscribe
to my FREE E-mail newsletter (Ezine) called AdSecrets. You
Copyright © 1993, 1999,
can do this by visiting the web site http://www.adsecrets.com.
2000, 2002 Carl Galletti,
PO Box 3934, Thanks. And good luck with your marketing projects.
Sedona, AZ 86340
Tel: (928) 203-4671
WHY THIS ARTICLE WAS SO EFFECTIVE
Fax: (928) 203-0013
Carl@AdSecrets.com “I suppose I picked it because it’s had the greatest impact on the
www.CarlGalletti.com most people. Not just because of the people who have read the
article directly but also the many who have indirectly benefited.
I’ve had requests from all the top marketing gurus to reprint or
distribute this, Jay Abraham, Gary Halbert, Robert Allen and
many others. These people taught thousands who then went on
to teach many more from what they learned in this article.
It went viral way back in 1993 before anyone used the term.
There are people who have benefited from this article who didn’t
even know it existed. Just look on the Internet and you’ll find a
whole bunch of good writers turning out great headlines, titles
and bullets. Most of them have either read this piece or learned
from someone who has. It’s the source document on the subject.
And that’s why I picked it.”
http://www.WorldsTopMarketers.com 198
allan gardyne
The perfect
revenue sharing
Allan Gardyne lives with
his wife Joanna in a pole
home among gum trees,
palms and jacarandas at
Tuan, a tiny fishing
program
Dateline: 20 May 1999. For about a year I've been collecting
village in sub-tropical
facts in preparation for writing an article called "How to create
Queensland, Australia.
the perfect revenue sharing program".
Allan has turned an
internet hobby into a
I don't need to write that article now. Ken Evoy hasn't just writ-
thriving business, writing
about, promoting and ten the article - he's created the program, too.
operating affiliate
programs. His website:
Recently I've been calling Marlon Sanders' site which sells "The
AssociatePrograms.com
Amazing Formula" probably the most persuasive on the Net.
Well, Ken Evoy's new site leaves Marlon's for dead.
"We've studied every affiliate program out there," Ken says. "One
way or another, affiliates are basically building a house on a
foundation of sand."
Ken has set a standard against which all new revenue sharing
programs will be compared.
http://www.WorldsTopMarketers.com 199
allan gardyne
In a hurry? Rush on over to the magic URL:
http://makemy.sitesell.com/
http://www.WorldsTopMarketers.com 200
allan gardyne
Amazing stack of testimonials
I've read Ken Evoy's book and I've been waiting eagerly for Ken's
permission to tell you how good "Make Your Site Sell" is.
"I just read the book and found that it is the BEST information
on the subject of 'how to make your site sell' that I have EVER
read," Matt Hockin of the highly respected Multimedia Market-
ing Group told I-Sales Digest.
Battlefield-tested system
Ken Evoy, author of "Make Your Site Sell", is a Canadian physi-
cian who formerly taught and practiced emergency medicine at
McGill University in Montreal, Canada.
http://www.WorldsTopMarketers.com 201
allan gardyne
He and his wife designed toys and games and sold 23 of their
inventions to large companies around the world, generating mil-
lions of dollars in royalty revenues.
Here's why:
http://www.WorldsTopMarketers.com 202
allan gardyne
Those who do know about it, have a negative impression about
it (rightly so).
Despite all those difficulties, Ken designed a site to sell this "near-
impossible-to-sell" product and figured out how to attract tar-
geted traffic. Quite a challenge.
http://www.WorldsTopMarketers.com 203
allan gardyne
He also taught a professional touring Canadian golf pro. "My
most exciting moment in sports came in the summer of 1996
when he won his first tournament and publicly gave me the
credit!"
Want to be taught?
http://makemy.sitesell.com/
http://www.WorldsTopMarketers.com 204
allan gardyne
"That product forced me to become a battle-tested expert in at-
tracting targeted customers and making sites with SALES
POWER.
http://makemy.sitesell.com/
* It's much more of a hard sell than my usual writing style. I was
so enthusiastic about this new product and new affiliate pro-
gram, that I used stronger words than I normally would. I felt
that this program was a major breakthrough in affiliate market-
ing, one that would change the industry, and I tried hard to get
that feeling across. I even used the word "perfect", which was
most unlike me.
http://www.WorldsTopMarketers.com 205
allan gardyne
That article achieved a delightful 10% conversion rate. One in
every 10 people I sent to the site bought the book. (The low price
helped!)
http://www.WorldsTopMarketers.com 206
“I've been earning
a good living online
since 1998.”
Let
Let me
me help
help you
you do
do the
the same.
same. Subscribe
Subscribe to
to my
my free,
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award-winning Associate
Associate Programs
Programs Newsletter.
Newsletter.
Read
Read the
the glowing
glowing unsolicited
unsolicited testimonials...
testimonials...
http://AssociatePrograms.com/search/testimonial.shtml
http://AssociatePrograms.com/search/testimonial.shtml
david garfinkel
Do These Things
and You’ll End Up
Much Richer After
David Garfinkel helps
companies with high-end
business-to-business
products and services
increase sales and make
The Recession
Do you see the challenging times we’re in as a burden or an
bigger profits. If you’re
like most companies, you opportunity? Many people, when they hear that the economy
have generic advertising has slowed down, act like they are obligated to participate in a
that is not specific to
your strengths and
recession! You may feel that way also, but you don’t have to.
would work for your Once you realize that fortunes are made in bad times, you can
competitors just as well put aside your worries long enough to evaluate the opportuni-
as it would work for you.
ties in front of you.
What follows is a set of concrete actions you can take right away.
This is an action plan you can use to say, “The hell with the
recession – I’m cashing in!”
http://www.WorldsTopMarketers.com 208
david garfinkel
or it doesn’t get a response. The copy that eventually works is
copy that helps people understand, in simple terms, what’s
uniquely valuable to them about what a company offers. I take
those simple words – the unique selling proposition of a com-
pany – and use them to develop an action plan and marketing
David has a powerful and
proven process that materials to use in executing the plan. My client executes the
ferrets out your unique- action plan in the marketplace to make sales.
ness and distills it down
to a unique selling
proposition – a few In the 17 years I’ve been testing the waters of the marketplace,
simple words that I’ve seen different people make essentially the same mistakes
powerfully assert your
over and over again. I’ve also noticed the habits and practices
competitive advantage.
From there, he develops of shrewd individuals who consistently make money. What fol-
marketing materials and lows is the best of what I have learned, organized into steps you
processes – sales letters,
can take. And, at the end of this report, you will learn about an
advertisements,
telephone scripts, additional free resource that tells you how you can get help turn-
postcards, Web pages, ing these actions into sales and profits for your business.
tag lines, trade show
promotions, press
releases, autoresponder What Not To Do
copy. In short, he comes The biggest mistake most businesses make in times like these
up with whatever it
can be summed up in two words: cutting back. Whatever you
takes to get you the
sales and profits you do, don’t cut back where it can hurt your business. That is, don’t
need to grow. And he cut back on your prices (which hurts your margins, and weak
gives you a workable
margins can push you out of business); don’t cut back on your
plan to use the copy and
strategy to increase your marketing (because marketing is what brings in new business);
sales and profits. and don’t cut back on product or service selection and availabil-
ity (which keeps you as a favorite in your target market).
However, there are areas where it can make sense to cut back.
It’s a good idea to keep your fixed costs low, so you may need to
cut back on staff. You should certainly cut back on whatever
debt you can, and cut back on frills. Make necessary invest-
ments – marketing, inventory, customer convenience – but go
easy when it comes to spending on non-essentials.
http://www.WorldsTopMarketers.com 209
david garfinkel
Cash In On Opportunities
In tough times, it’s more important than ever to keep an eagle-
eye on trends in the marketplace. Here are three things to look
for that can help you make money in the months ahead:
http://www.WorldsTopMarketers.com 210
david garfinkel
Why? Because the large corporation lacks the skill, speed and
entrepreneurial knack to launch its own start-ups. Suddenly many
other large companies are asking my friend to do the same thing
for them. If you can help people take better advantage of their
existing resources, in these times you will have limitless oppor-
tunities.
The Basics:
1. Get back in touch with old customers. The biggest cost
most businesses never take into account is the cost of acquiring
a new customer. Undoubtedly you have old customers who
would gladly give you more business if you gave them a little
more attention. Rekindle those old relationships and watch the
cash start to flow!
http://www.WorldsTopMarketers.com 211
david garfinkel
When I convinced a business-to-business travel agency to offer
free samples of its services to CEOs, it added $5 million in an-
nual, recurring revenues. Ask yourself this question: What can
you do that you’re not already doing to help customers experi-
ence the value of what you offer before they commit to buy?
Advertising:
4. Only advertise where your prospects and customers are.
Take a very close look at the readership, viewership or listenership
of where you are advertising. Say you are trying to reach busi-
ness owners in your city. It could make more sense to take a
regional ad in the Wall Street Journal instead of an ad in the
local newspaper, because so many of the readers you’re paying
to reach in the local paper aren’t business owners.
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david garfinkel
7. Synchronize the people who answer your phones with the
ads you’re running. It’s amazing how businesses spend thou-
sands of dollars to advertise, only to waste the qualified leads
that come in because the people answering the phone either don’t
know about the ad, or aren’t trained to close sales. Recently I
gave a telemarketer an eight-word sentence that turned stalls and
objections into sales. Don’t let your business get stuck in sales-
process limbo. Plan every step of the sale, from when the pros-
pect first contacts your business.
Joint Ventures;
8. Form joint ventures with non-competing companies that
have the same customers you do. One of my clients offers
Web sites to health-care professionals. A friend of his mails to
between 30,000 and 40,000 of these health care providers every
month. My client recently struck a deal with his friend to in-
clude an ad I wrote in his friend’s mailings. When we run the ad
in a trade journal, it costs $10,000 each time. When we include
it in the mailing as a flyer, all my client pays for is printing –
pennies per piece – and gives his friend a percentage of the new
business he gets. Joint-ventures like these are win-wins for eve-
ryone involved.
http://www.WorldsTopMarketers.com 213
david garfinkel
10. Never do anything yourself that you can hire someone to
do for you. The secret of every millionaire I know? Focus.
They know what they do best, and that’s what they do. But
here’s the important distinction: that’s all they do. For example,
if marketing isn’t your strength, get some help. Every market-
ing consultant has a specialty. Mine happens to be working with
business-to-business companies offering high-end products.
What you should do is figure out who is the best provider of the
help that you need, and hire that person. I’ve put together a
special report called How to Succeed Working With A Marketing
Consultant . It’s available free online at:
http://www.davidgarfinkel.com/mktsuccess.pdf
http://www.WorldsTopMarketers.com 214
fred gleeck
Seminars:
The Ultimate
Fred Gleeck has an
unusual background. He
was born in Japan and
raised in the Philippines
Marketing Tool
as the son of an Ameri-
can diplomat. As a high Seminars have been my single most effective means of market-
school student he won ing my products and services. I love doing seminars because
the Philippine Amateur
they're the only way I've found to get people to pay to be pros-
Golf Championship two
years in a row. Fred pects. I don't care what kind of product or service you're selling,
returned to the United seminars can help you make more money.
States to go to college.
He graduated with a
degree in marketing and Here are some ideas to help you make your seminars a smashing
psychology from the success. First, let me define success: the maximization of SHORT
University of Florida
and LONG term revenue.
(with High Honors). Fred
then got a masters
degree in International To be successful as a seminar promoter you have to understand
Management from The
the single most important formula: TR=SR+PS+CB. Total Rev-
American Graduate
School of International enue is equal to seminar registration plus product sales plus
Management, also consulting business. Most people who do seminars think that
known as "Thunderbird."
TR=SR. This leaves out two critical pieces of revenue. Let's take
a look at each component and how to maximize your effective-
ness in each area.
http://www.WorldsTopMarketers.com 215
fred gleeck
SR: Increasing Seminar Registration
Here are five "tricks" for increasing seminar registration.
Registration Deals
The crudest way to increase registration is to offer attendees a
After completing his
graduate degree Fred
"special" deal. These "deals" include a variety of bonuses for
moved to NYC where he attending and price reductions for early and multiple registra-
was promptly fired by 5 tions. Offer people a reduced price if they register by a certain
major Fortune 500
companies in a row.
date. Give them discounts for bringing more than one person
from their organizations.
This proved conclusively
that he should be self
employed. In 1984 he
Joint Venture E-mail Marketing
started his own market- In addition to your own in-house email list, find others who have
ing consulting business, a list that would be appropriate for your event. Find these "part-
Fred Gleeck Productions.
ners" by doing a key word search on-line. After you identify
Fred is the author of 8 what you feel would be an appropriate group, approach them
books including: Market- and offer them 50% of the registration dollars for each attendee
ing and Promoting Your
Own Seminars and
that comes in through their list. This costs them nothing and
Workshops, Publishing could generate them some serious dollars for VERY LITTLE
for Maximum Profit, work. Don't worry about "giving away" 50% of the registration;
Speaking for Millions, and
Selling Products from the
the big money is in the PS & CB.
Platform, among others.
He has also produced Targeted Publicity
over 100 audio and video
training programs for
No matter what kind of event you're looking to do, targeted pub-
himself and his clients. licity in your niche will help build your registration numbers.
Whatever you do, DON'T pay a publicity agent to help you. For
the most part, these people are thieves. I have never heard of
anyone, including myself, being satisfied with the work of a PR
agent. They're just not worth it. Check out
www.radiopublicity.com to help you getting coverage on radio.
Use the same "system" described there to approach magazines
in your field. Don't go after press coverage in the general media
for a very niche oriented topic, it's a waste of time.
http://www.WorldsTopMarketers.com 216
fred gleeck
Postcard Mailings
I spend very little money to promote my events. Those dollars I
do spend I use for postcard mailings to targeted lists. I concen-
trate on my own in-house lists, but I'll occasionally test well-
targeted prospects. I'll frequently mail to members of an asso-
Fred creates and sells
information products in
ciation that would have an interest in the seminar. I suggest you
15 separate niche TEST doing the same thing.
markets and maintains
over 100 websites.
He has sold over $12
Great Copy on Your Website
million worth of informa- Well written copy on your website is key to your success. Well
tion products for himself written is defined by how effective the site is at converting visi-
and his clients over the
last 17 years.
tors into registrations.
http://www.WorldsTopMarketers.com 217
fred gleeck
Create Great Products
To increase your product sales numbers, you have to have great
products to sell. If you've got great "stuff" you can sell with the
zeal of a Baptist preacher. Your products should deliver very
specific, highly relevant, immediately implementable informa-
tion. Don't hold back in your products. Give people everything
and more that you've promised them. Follow this advice and
they'll come running back for more.
Your Guarantee
If you can't offer people a LIFETIME guarantee on your prod-
ucts, you need to go back and redo your products. Since I started
in 1984 I've had an unconditional lifetime guarantee on every
product I sell. Strong guarantees will substantially increase your
sales. You better make them good or you'll get a boatload of
returns.
http://www.WorldsTopMarketers.com 218
fred gleeck
Pitch Your Products Correctly
When it comes time to pitch your products, don't act like it's not
a pitch. Everyone at your seminar knows you're trying to sell
something. They will be happy to see you aren't trying to "dis-
guise" your pitch. Be direct. Show them WHY they should buy
the products you're offering. Build value and you'll have no prob-
lem getting people to pull out their credit cards and
Do a GREAT Job
To get people to ask for your help as a consultant, deliver a great
seminar. I had a well-known marketing expert as a speaker at
one of my bootcamps on publishing. He adopted a very arrogant
attitude. He walked in and out of the seminar room, paying very
little attention to what was going on. When he finally got up to
speak, he delivered his message lacadazically. This guy clearly
wasn't concerned about excellence. This is NOT the way to get
consulting business, or to get invited back to speak at one of my
events.
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fred gleeck
If people don't see your concern for excellence at your seminars,
what do you think they'll believe about your concern for excel-
lence with your consulting work? Deliver great information
quickly and in an entertaining fashion and the consulting busi-
ness you book will double or triple at your events.
http://www.WorldsTopMarketers.com 220
fred gleeck
Conclusion
Success in the seminar business doesn't come easy. You need to
follow the above suggestions if you're going to TRULY suc-
ceed. If you understand the formula, and follow my recommen-
dations, you'll be light years ahead of more than 95% of the peo-
ple out there doing seminars. If you need my help, please don't
hesitate to contact me. All the best for your success!
http://www.WorldsTopMarketers.com 221
“Make BIG MONEY
Marketing and Promoting
Your Own Seminars and Workshops”
Dear Friend,
Doing your own seminars can be a lot of fun and VERY financially rewarding. IF you know
what you're doing.
The vast majority of people lose money when they promote their own seminars and events.
YOU don't have to be one of them!
For more information on how to make the most money possible with your seminars, go to
www.seminarexpert.com.
To receive my 7-day course (normally $37) on marketing and promoting your own seminars
and workshops for free, send an email to: tips@seminarexpert.com.
I also do a limited amount of coaching for those interested in marketing and promoting their
own events. If you have an interest, feel free to contact me at 702-617-4205 or email me at
fgleeck@aol.com for more details.
Please take a look at some of my other sites if you have an interest in the topic areas listed:
If you're interested in:
Sincerely,
Fred Gleeck
seth godin
Unleashing
SETH GODIN is a
bestselling author,
the IdeaVirus
This “article”, which is, in fact, a 197-page ebook, is included
entrepreneur and agent
of change. Godin is as a separate download, which Seth Godin has generously given
author of Permission us permission to offer with this ebook.
Marketing. Promo
Magazine called Seth
"The Prime Minister of If you don’t have time to read the whole book, here’s what it
Permission Marketing," says:
and in June Fortune
chose the book as one of
their Best Business Marketing by interrupting people isn’t cost-effective anymore.
Books. Permission You can’t afford to seek out people and send them unwanted
Marketing was an
messages, in large groups, and hope that some will send you
Amazon.com top 100
bestseller for a year, and money.
it spent four months on
the Business Week
Instead, the future belongs to marketers who establish a founda-
bestseller list.
tion and process where interested people can market to each other.
More than 100,000 Ignite consumer networks and then get out of the way and let
people received the
them talk.
digital version of
Unleashing the Ideavirus
during its first week of Now read on (UnleashingTheIdeaVirus.pdf included separately).
Internet publication.
http://www.WorldsTopMarketers.com 223
seth godin
BOOKS BY SETH GODIN
Click on a cover to order from Amazon.com
http://www.WorldsTopMarketers.com 224
marc goldman
How to target
Husband and wife
a market with
pinpoint accuracy
entrepreneurs Marc &
Terry Goldman started
their online business 6
years ago. "Since we met
8 years ago in college,
we had dreams of
running our own busi- The biggest mistake beginning marketers (and some veterans)
ness together." Further-
make is to try to sell something to a market that doesnt want
more, they realized that
financial freedom and what they are selling. The second biggest mistake they make is
personal satisfaction to believe that their product and service appeals to everyone under
were never going to
the sun.
come from working for
someone else for the
rest of their lives. While The truth of the matter is...you can make more money selling to
they were still in college,
a small niche market who is dying for what you have to offer
they started learning
everything there was to and will pay any amount of money for it than to try to sell a
know about Direct specialized item to everyone!
Marketing and Mail
Order.
Take this story as an example to illustrate my point. My cousin
loves 1976 Mercury Capri's. He loves them so much that he
once flew 3,000 miles from NY to Seattle to purchase one sight
unseen and drive it back to NY. I thought my cousin was insane
but apparently he is not the only one who loves this obscure
automobile. One day I came over his house and saw him online
talking to several friends in a chatroom. I asked who they were
and he said they were members of a "Capri club" he belongs to.
http://www.WorldsTopMarketers.com 225
marc goldman
I asked him how many members were in this club and he told
me the total membership of the club is close to 10,000. That is
for the entire country! This may or may not be accurate numbers
but imagine this: these are all rabid, slobbering at the mouth
fans of the Capri. They will buy literally anything to do with
"Shortly thereafter, we
their car!!! Do you think that someone who caters to this niche
began to sell information
products through the marketplace will make a lot of money? I think they will make a
mail. In 1996 we began fortune.
to see the internet as
the future of global
commerce, so we Here is why:
immersed ourselves in
the world of Internet
A Capri lover is in a specific niche. They love Capri's. They
Marketing."
share that common trait with a few others. They are not like
In January of 1997 average car owners who just want to go to work or school. They
www.goldbar.net was
LOVE their cars and they will pay any amount to build, main-
born. "It did not look
anything like it does tain, restore and care for their cars. This is a specific target mar-
today, but neither did a ket. Someone who went into business selling products or serv-
lot of other sites on the
ices that this market was interested in will make money simply
net." The Goldman's were
able to sell many of the because the marketplace (Capri enthusiasts) have a demand for
same products that they products and services related to their interest. This makes them
sold through Mail Order
an attractive audience.
successfully on the
internet.
Here is another example:
http://www.WorldsTopMarketers.com 226
marc goldman
That is the power of targeting your market.
Why?
Lets say that you were a member of the Capri enthusiast group.
You know that it is very hard to get a particular headlight for the
1972 Capri. Everyone in the Capri newsgroups and the Capri
mailing lists is always saying: "I would pay any amount of money
for a set of headlights for my 72 Capri. One day you stumble
upon a wholesale source that sells aftermarket headlights for well
below the market value. You strike a deal with the company to
become a distributor and they will do the dropshipping and only
charge you the cost of the headlights.
http://www.WorldsTopMarketers.com 227
marc goldman
You could go into business selling those headlights to the Capri
enthusiasts for a reasonable markup (or go for the big profits)
and make a tidy sum of money.
You could do this for any market, anywhere! And the best part
The Goldman's believe
is, the smaller the market, the bigger the profits! Going after a
that starting your own
full time, home based, small market where there is little or no competition puts a good
online business is often bit of money in your hands.
much faster and easier
than people realize. The
key is to model after So how do you know what problems people will pay to solve?
hugely successful peo-
ple. The successful
Ask them using surveys. Surveys help you research your target
internet marketers
utilize ONLY TESTED and market to find out exactly what solutions they are willing to pay
PROVEN marketing tools for. Why spend the time and money to produce a product if no
and resources to grow
one wants to buy it? If you spend your time and effort in creat-
their businesses to six
and seven figure in- ing and running surveys to determine what someone wants to
come-generating profit buy you can confidently produce it knowing that it will be prof-
machines.
itable.
Find out what products are already being sold to your target
market and create a similar product. For instance, a relative of
ours is addicted to the new age industry. This individual pur-
chases hundreds of new age books, tapes and courses and also
attends seminars and motivational retreats. Every time we see
this person, she has yet another new age product in her collec-
tion. And the buying frenzy is far from over. What a goldmine!
So you see, there is still room for you even when competition
exists.
http://www.WorldsTopMarketers.com 228
marc goldman
For example, if you were selling diet products, you would want
to offer a solution to losing weight that provides results in a few
weeks time, not 6-12 months.
Make it easy for people to put your solution to use. People want
The Goldman's flagship
the most for the least amount of effort. Sticking with our diet
product, The Ultimate
Marketers ResourceT has product example, people don't necessarily want exercise, most
been receiving rave people looking to lose weight would rather take a pill or drink a
reviews from both
shake. You get the idea. When you have these two ingredients,
newcomers to internet
marketing and web you have the formula for a successful product and ultimately a
marketing veterans alike. successful business.
The Goldman's describe it
as a complete package of
"tools, techniques and Instead of focusing on being everything to everyone, target a
strategies that are niche and sell to them, the smaller and tighter the better. Selling
guaranteed to increase
to a small niche market instead of to everyone under the sun is
your traffic exponentially
and boost your online actually easier and more profitable than trying to be everything
sales effortlessly and to everyone.
automatically"
http://www.WorldsTopMarketers.com 229
If you could get all the marketing tools YOU need
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stuart goldsmith
Stuart Goldsmith
The Power of
Niche Marketing
graduated in Electronic
Engineering at Reading
University in 1973.
Destined for obscurity in
the echoing halls of
Television Centre, Stuart
fortunately met a man
who explained to him I once went to Bermuda where I attended the outstanding Ted
the principles of Million- Nicholas and Randy Gage ‘Million Dollar’ seminar. Seventy
aire Marketing Magic.
seven lucky people paid £5,000 each for the privilege of being
Stuart immediately there. That’s..um...let me see... oh around £385,000 for 4/5 days
resigned from the BBC of work. Okay, allow for hotel hire and the cheapskates who got
and started his own
in for £1,000 a time and that still leaves...gulp... £250K split two
successful electronics
design company. He sold ways. That’s... £125,000 for a few days work.
his 50% share to his
partner in 1987 and
Now who in their right minds would pay five grand to hear these
attempted to retire,
age 34! two guys? I’ll answer with a question. Who in their right minds
would miss out on this?
Firstly, paying that kind of money and flying half way around
the world marks you out as serious about making or increasing
your fortune. So... there were 77 serious players in the room and
it was worth being there for that alone. Not all had ‘made it’. In
fact about half were ‘aspiring millionaires’ (that means broke),
about a quarter were running more or less successful businesses,
and the remainder were worth a few million or more. But all
were serious.
http://www.WorldsTopMarketers.com 231
stuart goldsmith
So here is the first unbeatable advantage I want to give you in
this article:
The following years saw A half-wit who actually does something will beat an inactive
Stuart learning the inside
genius hands down. There is no competition.
secrets of direct mail the
hard way, using his own
money to test each idea, Next, I was paying those big bucks to be told things I knew
thus building an invalu-
already but had been too stupid or lazy to implement.
able knowledge of the
real techniques for
success in this business. I have to tell you that I didn’t learn a single new fact at that
seminar, and yet I estimate the value of those four days to be in
excess of half a million pounds to me. How can this be possi-
ble? Easy. I was reminded of over two hundred amazing mar-
keting ideas, tips and hints and then given a good hard kick up
the backside. I already knew these ideas from a dozen books
and tapes but was I applying them all to my own business? No I
was not. Why? Because I’m a goddamned smart-ass know it all
who thinks he’s got it sewn up back at home. Wrong. There are
literally millions of pounds lying around in every business -
even a well-run one like mine - just waiting to be picked up
off the floor.
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stuart goldsmith
If you are just starting out in business or thinking about running
your own show, then the ideas you learn at these seminars will
save you decades of grind and grief - IF you attend the seminars
AND apply the ideas of course.
I’m deadly serious about those three items, so get onto them
immediately.
http://www.WorldsTopMarketers.com 233
stuart goldsmith
A Million Pound Idea
Drink Water!
http://www.WorldsTopMarketers.com 234
stuart goldsmith
Dr Batman reckons we don’t drink enough water and he would
like us all to drink some more. He’s probably right. But the clever
part is that he looks to clear ten million out of this, rising to
possibly 100 million if he gets his act together. And WOW, what
a really original idea this is, right? I mean, you have to be a
genius to figure out this one. You must need, oh, at least five
university degrees to come up with an idea like this!
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stuart goldsmith
Now I personally wouldn’t do that ‘breathe air’ idea. If you’ve
been paying attention you will know why.
It’s not in my niche. In fact it’s way, way off to one side. I will
explain my niche in a moment, but I want you to start thinking
about what YOUR niche could possibly be. If you find it then
you will have a golden doorway to riches which will open be-
fore you.
You are a unique person with a unique set of skills and expe-
rience. Really. This is not some ‘make you feel good’ stuff. No
other human being has been where you have, experienced your
life and gained your particular slice of wisdom. Let me tell you,
if Dr Batman can make ten million out of the message ‘drink
water’, then start getting your brain into gear to think what YOU
could do. I mean, you’ve GOT to come up with something
with more substance than that, right?
[Aside: Isn’t that ‘drink water’ idea really neat? For example,
the ‘challenge’ with the whole health industry is that people are
queuing up to sue you because they claim your product harmed
them or didn’t help them. But who would sue because they drank
an extra glass of water a day? Also, the product is FREE and
that’s a benefit for the customer. In other words, his message
isn’t “go out and spend a fortune on vitamin supplements”. In
fact Dr Batman advocates tap water, not bottled water! Also, we
all kind of know we should drink more water, so it makes sense.
We all want a ‘miracle cure’ and there’s something simple and
appealing to this one. A strong idea and I wish I’d thought of it
first, damn his eyes!]
http://www.WorldsTopMarketers.com 236
stuart goldsmith
Each one of the 77 attendees had a niche just as interesting and
just as deep.
Next example. One “go get ‘em” lady of the sort who evange-
lise at MLM meetings had made a fortune selling a book. This
was a simple paperback with the title “Everything Men Know
About Women” or something similar. She had two very neat
angles. She sold the book in lingerie and fashion shops - a pile
of them would be on the check-out counter. This way her book
was not lost amongst ten thousand other titles at a book shop. (I
have always maintained that if you want to sell cameras, adver-
tise in a golfing magazine and if you want to sell golf clubs
advertise in a camera magazine, and she was applying this tech-
nique.) Women going to the check-out to pay for their clothes
would see the book on the counter.
The second neat thing was the product. The title is very catchy
and few women could resist picking it up to have a flick-through.
On the back of the book there are the usual quotes from The
Times, etc., saying things like: “This book really does expose
for the first time ever the shocking truth about men’s knowledge
of women.”
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stuart goldsmith
me see.. oh yeah, Dawn’s gonna LOVE this.... So... er..., that’s
one pair of size 18 knickers please (we guys have got to get our
own back somehow! I’m going to do a book like her and call it
‘The Complete Book of Non-Manipulative Women!’ Sorry,
did that sound bitter??? ) and, lemme see...yeah I’ll take eleven
copies of this great book for all my chums..”
This one title alone could easily make 20 million pounds. She
could then expand her niche into novelty books if she wanted to,
but NOT into books on drinking water, or into pre-packaged
lingerie. There is almost infinite depth in her niche with this one
title! Think of the world market. Think of the cost of translating
a normal book into a hundred languages. Now consider the cost
of translating this one...
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stuart goldsmith
A niche market does not necessarily mean a small market. What
is the potential for Dr Batman’s product? Every person on the
planet is a potential customer. The niche aspect comes from
the tiny sliver you decide to select from the vast array of prod-
ucts and services available. There are millions upon million upon
millions of products and services and each one is a niche. Some
people are making decorative plastic clothes pegs, others are
writing machine code for telecommunications routers. One per-
son is ‘the expert’ in Holistic Elbow Massage Therapy, another
sells Dr Who memorabilia.
Each human being is unique. There really are no two the same.
Every one of five billion people has their own story to tell, their
experiences to share; their own ‘slant’ on this crazy world. And
each one is able to help his fellow humans in some way. The
key to becoming wealthy is to help others to achieve their
dreams. You know me well enough to realise that I am not talk-
ing altruism here.
http://www.WorldsTopMarketers.com 239
stuart goldsmith
Every penny of your own money goes on dream fulfilment or
problem solving. The money goes to a huge queue of traders, all
jostling for your attention, hoping you will fling the cash their
way. In order to be noticed, the good traders stand out from
the faceless crowd of also-rans. They try to be different. They
try to be unique.
You bet!
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stuart goldsmith
If you are married or have a partner of any sort, think back to
when you ‘wooed and won’ them. Was that a sales job or what??
If ever there was a case for calling in Trading Standards it must
surely be on that pitch you made to your current partner (!) Do
you think your sales job stopped the moment he/she said “I do”
(in whatever form)? No. You are continually selling your tal-
ents, human qualities, ambitions and personality to your partner
- that means hour by hour, minute by minute. Keeping the deal
alive. This is not a ‘one time buy’. These goods can be returned
at any time if they don’t measure up to the brochure...
Did your selling process stop when you had them hooked? If so
you are either single (not intentionally) or heading that way rap-
idly. Fact.
What’s that? You live alone on a desert island with only a keg of
Cap’n Morgan’s Rum and a parrot named ‘Dead-eye’ for com-
pany? Bad news is - you’re still in sales! In our quiet moments
with no other pesky humans around, we are selling - to our-
selves. You know the phrase ‘to sell yourself short’? That means
doing something which doesn’t come up to the standards you
sold yourself on some time ago. You can’t escape it. You are in
sales. If you earn a living (no matter how) you are in sales. If
you have a boyfriend, girlfriend, wife or husband you are in sales.
If you interact with any human beings at any time, then you
are in sales. If you are a recluse, you are in sales (selling to
yourself).
I hope this is clear. Get rid of any stereotyped notion you might
have of a ‘salesman’ or ‘sales woman’. You ARE that person.
Start believing it.
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stuart goldsmith
So what are you selling?
Tip: You are always selling YOU first and any ‘product’ sec-
ond. People buy people first, product and services second.
(By the way, when I give you a ‘tip’, this is not some margin
note in a cookery book telling you the best way of avoiding pas-
try sticking to your rolling pin. When I use the word ‘tip’, I mean
a life-changing, absolutely essential piece of information. Such
‘tips’ are to be implemented urgently if you want to become a
wealthy man or woman and have a wonderful, fun-filled life. So
here’s my next ‘little tip’...)
Tip: You had better not be selling the same trash that is being
sold by ten million losers around the country.
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stuart goldsmith
Do you want mediocrity? Do you think a top employer wants
‘any old bloke with a pair of hands’ or ‘anything in a dress,
preferably female’? And what about customers if you run any
kind of business? You’re a customer. You buy stuff all the time.
You ‘buy’ people all the time as well. So ask yourself the ques-
tion. Do you want to buy from a company which is just like a
thousand others: no better, no worse? A company which is uni-
formly mediocre in everything it touches? Mediocre goods, av-
erage delivery, indifferent service? Or do you like to deal with a
business which has something unique to offer. A business which
continually sells itself to you by trying harder, doing better, go-
ing the extra mile?
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stuart goldsmith
I am now going to give you a major key to success. If you can
take this on board and understand its implications, the effect on
your life will be dramatic. You might have heard it before, but
you cannot hear it too often.
Why?
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stuart goldsmith
So what is a Unique Selling Proposition?
I have highlighted the words ‘the benefits’ for a very good rea-
son. You must be able to distinguish between a feature and a
benefit and learn to talk in terms of benefits. What is the dif-
ference?
It is a feature of the car you are trying to sell that it has a sixteen
valve, overhead cam, ultra-torque dyno power cryo engine. Who
cares? What is the benefit to the customer?
The benefit is that it makes him feel like James Bond because it
does 0-60 in five seconds. It also pulls the chicks because of its
great looks and sex-appeal.
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stuart goldsmith
If you learn nothing else from this article, remember this (thanks
to Joe Polish):
Fully 90% of your thoughts concern you, you you. Other people
are an irritation at best, a bloody nuisance at worse. We are all
utterly self-obsessed. I am definitely the most important person
on the planet; no question. Trouble is, you think that YOU are
too (you’re wrong, of course! It’s me, me, ME). I do not see this
as ‘bad’ or ‘sinful’; it is simply an observable fact concerning
that quirky, strange ape-like creature called a human being.
To continue...
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stuart goldsmith
The Snap-O Pizza Way
Our staff are trained to make pizzas quickly
and efficiently using only the finest ingredients.
Our ovens are computer controlled to give a
constant 280F temperature. Try our quality,
reliable and cost-effective service. We deliver.
http://www.WorldsTopMarketers.com 247
stuart goldsmith
as conditions change. If you are in any kind of relationship, or
aspire to be in one, you must have a USP otherwise you relegate
yourself to the well-populated bottom of the heap with only a
dog’s chance of success.
Tip: Phrase your USP in benefits, not features. That is, benefits
to the customer, not to you!
Tip: Don’t sell on price only, if you can possibly avoid it.
A keen price is important, but a strong USP is far more so. In our
pizza example, a headline ‘Cheapest Pizza In Town’ is, in my
opinion, a very bad headline. Who wants a ‘cheap’ pizza? Not
me. A far better headline would be: We Aren’t The Cheapest
Pizza But We Are The Fastest’.
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stuart goldsmith
Also, the ‘not the cheapest’ tag gives the pizza a classy feel, so
you are getting good pizza AND fast delivery.
Approach the cave, O seeker after truth. But still! Before you
speak, hear the confessions of the master within...
Although I have known about USPs for two decades, and been
constantly reminded of their importance over this period, the
USP concept drops straight into the class of ‘stuff I knew but
was too much of a smart-ass to implement’.
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stuart goldsmith
Now I could make a start and say that I was in the “Information
Business”. But so is half the planet, so I need to narrow it down.
(I’m doing this to help you with your own refinement process.)
Okay, so Stuart Goldsmith is in the human potential informa-
tion business niche.
Now already, that’s a very small niche compared to all the other
goods and services offered by people around the globe (e.g. pre-
stressed concrete lintels for bio/radio-hazardous installations...).
But I have hardly started! What the hell is the ‘human potential’
movement? It covers every sort of flake from wacky religions
through to dubious cure-alls masquerading as ‘alternative’ health.
It encompasses all major world religions, all cults, mysticism,
occultism and UFO watchers. It embraces every one of a hun-
dred thousand self-styled gurus. It also includes positive think-
ing, goal-setting, business gurus, marketing experts, manage-
ment advisors, NLP, memory courses, time management, wealth
building materials, mind-mapping, E-myth, etc. etc. Not forget-
ting all correspondence schools with subjects ranging from ac-
countancy to bat breeding; night schools, evening classes in
flower arranging, etc., etc. I think you get the idea of the size of
this so-called niche!
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stuart goldsmith
Within my own sub-niche, there are dozens of players (possibly
hundreds), all working their own sub-sub niches to infinite depths.
To name a few people just off the top of my head you have on
the circuit: Dan Pena, Anthony Robbins, Jay Abraham, Peter
Thomson, Ted Nicholas, Randy Gage, Jim Rohn and Brian Tracy.
Each of these people are in the same business as me; that is,
using spoken and written words to train people to cut a bet-
ter deal for themselves. Okay, we’re getting close to a USP
here, but you still can’t distinguish me from a hundred other
players. If you know all or even some of these people you will
realise that their ‘gold mines’ are far apart from each other. They
are as different as different could be. Loyal fans of Dan Pena
would not be seen dead at an Anthony Robbins gig, and vice
versa. Jim Rohn isn’t Brian Tracy. Peter Thomson isn’t me. Yet
all are excellent in their niche. All have a huge following. They
have infinite-niche potential.
Hmm.... I’m hanging on to that one; I like the cut of its jib. Infi-
nite Niche Potential. INP... Hmmm.....
Now THAT came right off the top of my head as I was writing,
and there is a whole sub-sub-sub niche there with INP tapes,
INP videos, and INP seminars. (It’s MY idea, so keep your thiev-
ing hands off. Think up your own buzzy acronym!).
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stuart goldsmith
Heck, if Michael Gerber (E-myth) can do it with the message:
“Entrepreneurs work too hard and ought to consider an exit strat-
egy” then I can do it with INP, right??
You bet.
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stuart goldsmith
Not in this lifetime! Tony is ‘touchy-feely’ - group hug stuff.
No confusing him with Dan, right? No confusing him with me.
Tony is Tony. His followers adore him.
Are you getting the idea? Even within the sub-sub-sub niche
which I inhabit, there is almost infinite variety. In each case you
need a simple, easy to understand sentence which encapsulates
the uniqueness. Obviously each one of those USPs can be ex-
panded to fill a page, or a book.
Stuart Goldsmith: I show you how the correct use of your ra-
tional mind can lead you to wealth, freedom and true happiness.
I expose the mystical illusions which keep you poor, trapped
and powerless.
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stuart goldsmith
I could add: I demonstrate that a rational and coherent philoso-
phy of life is the basis for achieving ultimate human happiness.
Who else says stuff like that? Nobody I can think of. I’m the
only person on the circuit who:
4. Exposes the lies, deceit and con-tricks used to keep you poor,
trapped and unhappy.
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stuart goldsmith
Does any of that sound like Jim Rohn, Dan Pena, Ted Nicholas,
Jay Abraham, Joe Polish? Does it sound like anyone you know
apart from Stuart Goldsmith? Can you get that blend anywhere
else? No, you cannot. I am unique - the only seller; and this is
why I make a fortune. One supplier, many buyers.
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stuart goldsmith
You are a special person. Nobody has quite your combination
of talents and abilities, coupled with your experience. Stop think-
ing you have to be a rocket scientist to make the big bucks. A
blank book and ‘Drink Water’ aren’t exactly Einstein level are
they?
E-Myth
“Entrepreneurs often have their noses so firmly to the grind-
stone that they don't know where they are heading.”
NLP
“Visualise things and it will help you to achieve them.”
Mind Mapping
“Use pretty pictures instead of reams of notes.”
MacDonalds
“People want food when they’re hungry, not in an hour and a
half.”
INP
Infinite Niche Potential (just getting a plug in...) “Find a small
niche and work it deep.”
You too can come up with ideas like this if you understand what
I’ve been telling you about niche marketing.
Find your niche. Work your niche. Work it deep and don’t go
wandering the hills for a better gold mine.
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stuart goldsmith
Remember Earl Nightingale’s ‘ Acres Of Diamonds’ story where
the man sold his farm to go looking for diamonds, only to realise
years later that the farm he had sold contained a huge diamond
field. He had never thought of looking on his own farm.
I’m off to call Nightingale Conant about their next tape series
called INP - Your Personal Gold Mine.
http://www.WorldsTopMarketers.com 257
“Do You Sincerely Want to be Wealthy?”
It’s a simple question.
Think for a short while about the changes it would bring to your life. Imagine
winning several million pounds on the lottery. Would your life be better?
Are there secrets which the ordinary person can learn which will improve
their chances of making a million pounds?
In this fascinating new book he talks about the seven ‘secrets’ to wealth.
He believes it is possible for anyone of moderate ability to become a million-
aire.
Stuart believes that if you can master each of the seven secrets you could
have an excellent chance of reaching your dream level of wealth. The book is
based upon hard-won experience gained during his own struggle to rise from
flat-broke to millionaire status. Stuart also researched other millionaires and
even one billionaire for this book.
You may have read other ideas on this subject and been unimpressed. Stuart
Goldsmith’s theories are all contained in this remarkable book for you to dis-
cover.
Millions of people have amassed a fortune in their own lifetime - why not
read Stuart’s fascinating account of how they did it and learn the secrets for
yourself?
154 pages, paperback. Sent under plain cover. 30 day full refund if not delighted.
Medina Ltd, 230 Peppard Road, Emmer Green, Reading, Berks, UK, RG4 8UA
Tel: +44 (0) 1189 462606 www.medina.co.uk
Price £9.97 inclusive of UK P&P Add £3 for overseas (US$20 inclusive of post)
doug hall
Jump Start
Your Business
Doug Hall is the Founder
and C.E.O. of the world
famous Eureka! Ranch
in Cincinnati, Ohio.
Brain
Clients such as Frito Lay, Part I: The Laws of Marketing Physics
American Express,
and The Ford Motor
Company come to the No doubt about it: The customer is always right. Anyone you’re
Eureka! Ranch to inspire trying to convince of anything is your customer. Maybe you’re
and identify BIG IDEAS
trying to persuade your brand manager to let you head up a mar-
that can help them
MAKE MORE MONEY. keting project. Or perhaps you’re trying to sell your best client
in Albuquerque to try a bold new sales strategy. Or you’re try-
ing to convince your significant other to make it a permanent
thing. If you can’t get the customer on your side, you don’t
have a deal.
The good news is that there are reproducible principles that can
dramatically increase your odds of success with any customer
and any endeavor. We call these principles the Laws of Market-
ing Physics. They’re based on a 6-year analysis of 4,000 new
products and services by a team of Ph.D’s.
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doug hall
Our research shows that what matters in the marketplace is what
you say, not where you say it. That’s the essence of the First
Law of Marketing Physics: Overt Benefit.
Probability of Success
OVERT BENEFITS
LOW 13%
MEDIUM 26%
HIGH 38%
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doug hall
Today’s customer is overwhelmed with marketing messages. The
average supermarket contains more than 40,000 different items.
The total of all printed knowledge is estimated to double every 5
years. The New York Times reported that humanity publishes as
many words each week as it did in all of human history up to the
With three credit cards
as his funding source,
year 1800. Whether the customer is the guy on the street or your
and his basement as his department head, he or she has fractions of seconds to evaluate
office, Doug founded your idea. So you have to be brash, bold and in-your-face OVERT
what has today become
the #1 corporate
about your benefit.
innovation and research
facility in the USA – Remember, it’s not boasting when you deliver! Let a customer
the Eureka! Ranch.
say no because what you offer doesn’t apply to her. But never
A national study found let a customer say no because she doesn’t understand what you
that the average U.S. offer. You’ve worked hard to create a great product or service.
home uses 18 products
or services Doug and his
Stand proud and let the world know the good news of the Overt
team have had a hand in Benefits you offer for them to enjoy. Now, to convert an overt
developing. benefit into sales, customers must be able to trust that you’ll
deliver. That brings us to the second law of Marketing Phys-
ics – Real Reason to Believe. Analysis of thousands of con-
cepts indicates Reason to Believe is as important as benefit. The
data indicates that, all other factors being equal, you more than
double your chances of success from 18 to 42% when you of-
fer a Real Reason to Believe:
Probability of Success
REASON TO BELIEVE
LOW 18%
MEDIUM 29%
HIGH 42%
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doug hall
If Overt Benefit is "what" you’re offering, Reason to Believe is
"how" you’re going to make good on your promise. To succeed,
you need both the "what" and the "how."
And the greater the promise of your overt benefit, the stronger
Today, Doug is on a
your reason to believe has to be.
Robin Hood like quest to
share the wealth of
knowledge he has In today’s marketplace, Real Reason to Believe is the number
discovered in working
one weakness of new business concepts.
with some of the world's
leading corporations
with small to medium Credibility and reason to believe have long been understood to
sized businesses.
be important in the world of marketing. The new news is cred-
ibility has risen to an unprecedented level of importance. In the
early 1980s, when I worked at Procter & Gamble, reason to be-
lieve was thought to be probably only one-third as important as
benefit. Today, reason to believe is of equal importance to ben-
efit.
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doug hall
The best way to provide credibility is to tell customers the truth
about how you intend to accomplish delivery of the promised
benefit. The truth has a vitality that transcends hype and slick
marketing.
Probability of Success
DRAMATIC DIFFERENCE
LOW 15%
MEDIUM 40%
HIGH 53%
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doug hall
These results confirm an earlier study reported in the Harvard
Business Review that found a 370% greater chance of profit-
able success for ideas that are extremely different.
When you are unique, you stand out in the marketplace. Think
For more information on
back to your drive to work or home yesterday. What did you
booking Doug Hall and
the Eureka! Ranch, see? What do you remember? Probably not much. Now if for
please visit some reason an African elephant crossed the road in front of
www.eurekaranch.com
you, the odds are you would have remembered it. Seeing el-
or www.doughall.com.
ephants is a novelty that while noticeable doesn’t cause much
more than interesting dinner conversation.
Now imagine if on your drive home you saw the sign for a new
bakery named Muffin Madness, home of the Monster – the
World’s First Stuffed and Frosted Muffin! There is a decent
chance you’d be thinking of stopping the following morning on
your way to work. I don’t know what the Monster is, but with
its stuffing and frosting, I have reason to believe it could be one
fantastic experience. Be the first to claim something – and cus-
tomers will respond with enthusiasm.
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doug hall
WHY THIS ARTICLE WAS SO EFFECTIVE
We have a saying at the Eureka! Ranch: "In God we trust, All
others must bring data!" The world of marketing is full of gurus
and their opinions.
For the past 6 years, while others were doing talk shows and
seminars, we spent our time (and about $20 million) doing real
scientific research into what types of communication work in the
Jump Start Your Business marketplace. It was a long road involving over 4000 new busi-
Brain is available at ness concepts, two Ph.D.s, and a lot of Brain Brew Coffee.
bookstores everywhere.
Or click on the cover to
order from Amazon.com. It paid off! This article (and the book it comes from) explain the
results of that research - a set of reproducible principles that are
statistically proven to help increase your odds of success. It's as
close to a sure thing as you'll ever find in the world of market-
ing.
http://www.WorldsTopMarketers.com 265
hall & brogniez
Strategic
Synchronicity:
Jan Brogniez
The Art of
Attracting
Stacey Hall Perfect Customers
Jan Brogniez and Stacey
Hall are CEO and Vice
President - Sales &
Marketing respectively
and Other
Stakeholders
of PerfectCustomers
Unlimited, whose
mission is to transform
businesses into powerful
magnets for attracting
only perfect customers ..
How many times have you thought "I need more customers!"?
and employees, too!
If you find that you often feel that you need more customers,
then consider this...
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hall & brogniez
85% of new businesses fail within the first five years of opera-
tion, and, of those that survive, another 85% will fail within the
next five years? The major contributing factor for these failures
are that these business have focused their resources on finding
or "targeting" customers to serve.
Jan Brogniez's back-
ground includes more
than 20 years producing There is a common belief held by most business owners that all
millions of dollars of of their business problems would be solved if they could just
sales revenue in
figure out the secret to "finding and getting more customers."
Corporate America. Jan's
mastery of strategic
planning and her keen And, that is their biggest mistake!
business acumen led to
the development of
PerfectCustomers The never-ending search for more customers requires an abun-
Unlimited's proprietary dance of people, time, and money... resources which are usually
Strategic Design Session
in short supply in most businesses. In such an environment, the
process. This process has
successfully and effort put forth to "find" customers is actually depleting the busi-
effectively empowered ness of its energy, creativity, and enthusiasm...commodities re-
a wide variety of
quired to serve these customers in a satisfying way. And, since
corporate executives,
entrepreneurs, and sales dissatisfied customers do not return, the business must keep find-
and operations teams to ing more customers to replace those they have lost.
invent and achieve "Big
Hairy Audacious" goals
and create organizational
legacies in less time than So, with each repetition of the cycle, the business has less and
previously has been
less ability to provide the level of service that would satisfy the
possible.
types of customers it originally intended to serve. So, the number
of complaints the business receives continues to increase...and
eventually, the complaints outweigh the compliments. The word
spreads throughout the community. It becomes harder to find
customers to serve. Debts then exceed profits. The business
fails.
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hall & brogniez
Conversely, those 15% that succeed have structured their busi-
ness in a way that "attracts" only perfect customers and clients.
We invite you now to replace the thought "I need more custom-
ers" with the conviction that "I now attract only perfect custom-
Called a "pioneer in
ers."
experiential workshop
facilitation," Jan's
strength lies in designing What's the difference? It's the difference between a successful
and delivering custom-
business and one that struggles to survive. It's the difference
designed workshops,
corporate retreats, and between a profitable business and one that pinches pennies. It's
executive planning the difference between a thriving business and one that is hang-
sessions. As
ing on by a thread.
PerfectCustomers
Unlimited's CEO, Jan
provides the organiza- THE LIGHTHOUSE TEST
tional structure; building
the foundation that will
sustain the company's How can we tell if our business is structured to "attract" cus-
unprecedented growth tomers to serve?
and global presence.
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hall & brogniez
Please also notice that not all of the boats are in need of this
beam of light to guide them to safety.
Some have more confident captains and crew, while other boats
have equipment that can handle the storm effectively.
Stacey Hall, VP of Sales
and Marketing, is
credited by industry Now, imagine that the lighthouse gets upset because some of
experts as the inventor the boats are choosing not to come to its harbor. Because it wants
and the catalyst for the
to protect and serve all of the boats in the sea, it sprouts arms
new Strategic Attraction
Planning Process. and legs and begins running up and down the beach, waving its
Through this paradigm- arms, doing its best to catch the attention of all the boats. What
shifting methodology,
would be the result?
hundreds of corporate
executives, entrepre-
neurs, as well as sales Most likely, the boats that were depending on the light to guide
and training teams, have
them would by now have been destroyed in the chaos and con-
been transformed into
powerful magnets that fusion caused by the light moving up and down the beach Other
quickly and easily attract boats, led by their curiosity, may come closer to shore to get a
the most perfect and
better look at the spectacle of a lighthouse running up and down
profitable customers to
their doors and web the shore, and then head back out to deeper waters. While oth-
sites. ers would be perfectly content to stay where they are...out at
sea. The end result, very few boats are served safely and se-
Stacey's background
includes more than 20 curely.
years of designing and
implementing global
The test lies in asking ourselves when, as business owners and
marketing plans for such
organizations as FEDEX, managers, how often are we the lighthouse standing securely on
Budget Rent-a-Car the shore attracting the boats (customers) to us with our light
Corporation, and the
and how often are we running up and down the beach looking
University of Houston.
for boats (customers) to serve?
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hall & brogniez
When we are looking for people to serve, we must expend a lot
of energy. First, we have to figure out where we are most likely
to find the greatest number of customers. And, then we must
spend more time and money experimenting with the right way
to catch their attention. And, once we've caught their attention,
As PerfectCustomers
we then must convince them that we have what they want. By
Unlimited's VP for Sales
and Marketing, Stacey the time we have actually found someone who is willing to try
keeps the organization what we have to give them, we are exhausted!
attracting perfect
customers and opportu-
nities that are steering So, when this customer tells us that they are not completely sat-
the company to success isfied with our products, our policies, or our pricing, we are
and greater levels of
more than willing to make compromises to satisfy them ... truth
profitability.
be known, we are simply too tired to put up a fight. Thinking
Together, Hall that we have won the war, we feel we can afford to let them win
and Brogniez speak
these smaller conflicts...especially in light of what it would cost
internationally and
facilitate "strategic us to go out and hunt down another customer to replace this one.
attraction" workshops
on the subjects of
Yet, if we had more strength and solvency, we might be more
"Strategic Synchronicity:
Mastering the Power of willing to listen to the tiny inner voice that says, "Be careful...this
Attracting Perfect one could be more trouble than their worth. This is a customer
Customers and Employ-
from hell."
ees," "Attracting Your
Perfect Self-Expression;"
"Attracting Acknowl- Yet, we ignore the voice because we need to make back the money
edgement & Accomplish-
we spent on our marketing and sales program. Or, we convince
ment," "Attracting
Perfect Partnerships," ourselves that these customers must be perfect for us because
and "Attracting Your they responded to our advertising or clicked on our hyperlink, or
World Vision"
we are afraid that the competition will serve them if we don't.
Inevitably, though, the voice turns out to be right. By the time
we end our tortured relationship with this customer, we feel that
no amount of money in the world would have been enough to
compensate us for the cost of the experience.
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hall & brogniez
We blame the customer for the poor quality of the interaction,
but the truth is that, as business owners and managers, we are
solely responsible for who we chose to serve.
Their book, "Attracting found a "less-than-perfect" customer, it's a signal that our own
Perfect Customers...The distinctive light has gone out. It no longer has the power and
Power of Strategic
brilliance to attract only perfect customers and clients.
Synchronicity," is avail-
able in bookstores,
through on-line Take a moment to picture one of your most perfect clients -- the
booksellers (click on
one person with whom you most enjoy working. If you're like
the cover to order
through Amazon), and at the majority of business people, the client you describe as per-
www.perfectcustomer.com fect is the one who respects and values your time, trusts you to
have his or her best interests at heart, comes to you with realistic
expectations, happily pays what your product or service is worth,
is intelligent, trustworthy, and sincere, and refers your business
to their friends and family.
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hall & brogniez
So are all of your clients or customers perfect? If your answer is
"no," then consider a new marketing model... one that transforms
your approach, attitudes and behavior to create the synchronicity
that easily attracts perfect clients and customers to your busi-
ness.
http://www.WorldsTopMarketers.com 272
DO YOU HAVE
THE PERFECT CUSTOMERS
OR ARE YOU
MARKETING YOURSELF
RIGHT OUT OF BUSINESS?
How many times have you thought "I need more customers!"?
We invite you now to replace the thought "I need more customers"
with the conviction that "I now attract only perfect customers."
Are you ready to create your first Strategic Attraction Plan, or take
your current one to the next level? Both opportunities are available
to you when you participate in our live two-hour global teleclass.
We guarantee that by the end of this call you will create your own
custom plan for attracting your most perfect customers, employees,
or partnerships.
http://www.WorldsTopMarketers.com 274
john harricharan
Most of us could help solve someone else's problems, either with
a telephone call, an introduction or referral, a signature or other
John has shared the
lecture platform with obvious means. But we refuse to do it. Why? Let me tell you
such well-known speak- why. Because we feel there's nothing in it for us!
ers as Deepak Chopra,
Elisabeth Kubler-Ross,
Og Mandino, Gerald Let me tell you a true story. It was many years ago. A young
Jampolsky, Foster woman walked into my assistant's office. She was looking for a
Hibbard, Eric
job, but we had none to offer. Just the week before, all job va-
Butterworth, C. Everett
Koop and others. cancies had been filled.
His transformational
message stems from his
At the request of my assistant, I spoke with the young woman.
challenging personal
growth experiences. As She only wanted to work for the summer and then would com-
Harricharan says, "I know plete her last semester of graduate school and return home to her
what it feels like to have
country. She had been looking for a summer job for almost four
my car repossessed and
my house foreclosed; to weeks. No one wanted to hire her and train her to work for such
watch my wife die of a short period of time.
cancer; to lose all earthly
possessions and start
again from ground zero. I remembered my days as a graduate student and felt her anxi-
I also know what it feels ety. Although there was no good business reason to do so, I told
like to write an award-
my assistant to create an office job for her. After all, she needed
winning book, to be
written about in others' help and it felt good to help someone without figuring what was
books and to be featured in it for me.
in the same book with
His Royal Highness,
Prince Philip of Great I hardly saw her until the last day when she came into my office
Britain, the Dalai Lama to say goodbye. She thanked me again for the job and handed
and Sir Paul McCartney.
me a business card.
The contrasts bring
compassion and
sensitivity to one's life." "This is my father's card," she said, "If you ever visit my coun-
try, call my dad, he'd be very happy to meet you. I've told him all
about how kind you and your employees were to me. In my coun-
try, my dad is a government minister."
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john harricharan
And that's how I ended up having lunch with the mayor of Nai-
robi, dinner with the Vice President of Kenya and making busi-
Bright, well-educated
and professional in ness alliances that brought my company profits hundreds of times
demeanor, John brings a greater than the salary we had paid for summer help. On top of
welcome, pragmatic
that, I enjoyed going on photo safari to the Serengeti Plains of
approach to his lectures
and consultations, as an East Africa, walking along the beaches of Mombassa and sip-
outstanding example ping Pimms #3 at the Mount Kenya Safari Club.
where the message and
the messenger are one.
Not only does he share This is not an isolated case. It's just one of the more obvious
his personal tragedies; ones. You never can tell who will lead you to that next contact,
he shares the extraordi-
that profitable contract or the added financing you were looking
nary tools he uses to
overcome his challenges. for. It is important that we treat everyone with dignity and re-
He meets his audience spect. Remember, business does not do business with other busi-
filled with energy and
nesses. People do business with people.
enthusiasm. His
approach is inspirational
and motivational, The Internet is not about computers, technology or even market-
contagiously so and
ing. That would be like saying cars are about the internal com-
always, always
memorable. bustion engine and the laws of thermodynamics. The Internet is
about people and communications. If we communicate with hon-
esty and feelings, we'd find that most others respond in kind.
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john harricharan
More than that, readers told me that they could see the power of
such a simple step.
Readers didn't only get the message in their heads, but also in
their hearts as well. The principle could be applied, not only to
marketing in specific, but to business and life in general.
http://www.WorldsTopMarketers.com 277
A new and formidable weapon in your search for success.
http://www.EnterprisingSpirit.com
http://www.WorldsTopMarketers.com 278
paul hartunian
The Magic Pill
That Will
“Every person on
this planet can get
Guarantee You
A Great Life
tremendous amounts
of free publicity for any
product, service cause or
issue. They just have to
be taught the simple
steps to take...and then
take them”, according to
Dr. Paul Hartunian.
I finally found the magic pill. I've heard about it (and searched
for it) for over 30 years. It's that one 'thing' that can make you
Paul Hartunian is a wiz at wealthy, famous, independent or whatever else you want.
showing people how to
get mountains of free
publicity for their online I found it last week - last Wednesday at 2:15 PM to be precise.
and offline businesses.
He has shown thousands
of people how to use
And no, this isn't a joke. It's the real thing. Here are the details.
publicity to make sales,
get leads, rocket Last Wednesday I met a friend for lunch. I've known this guy for
businesses to all time
highs, and even
years. He's got tremendous talent, a great work ethic, a knock-
become celebrities. out of an IQ, drive, motivation, personality, marketing savvy
and smarts - everything you would expect you need to be a huge
success.
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paul hartunian
But he's not successful. By his own admission, he's broke...and
he's floundering, with little hope in sight. How can this be?
His techniques require
no special skills, no
"insider contacts," and We met for lunch at noon. From noon until 2 PM we talked about
little or no money.
each of our situations.
Paul and his publicity
students have been
featured on the Phil Here he is with everything...and he's broke.
Donahue Show, the
Jenny Jones Show,
To Tell the Truth, the Here I am with a lousy work ethic (I'd much rather be walking
Regis Philbin Show, with my 4 dogs than working - and if I work more than two
Johnny Carson’s Tonight
hours in a row I get cranky and whiny), a less than wonderful
Show, Smart Money,
CNN News, Forbes, personality, talent greater than some, less than most, but I'm
Changing Times, wealthy and free. How can that possibly be?
Redbook, New Jersey
Monthly, Money maga-
zine, USA Today, the Wall We finished lunch and were right in the middle of saying our
Street Journal, the New good-byes when it hit me. I know why I'm wealthy and free.
York Times, and over
1,000 other radio and TV
talk shows. I know why over 98% of the people on this planet are not (and
never will be) wealthy and free.
And yes, he really did sell
the Brooklyn Bridge!
I have the magic pill. I have the secret ingredient. I have that one
thing more important and more valuable than all the others. And
it's just one word...
FOCUS!
That's it. That's the secret of the universe. If you can focus, you
can get anything - fame, fortune, freedom, whatever. If you can't
focus, you'll always flop around like a hooked catfish on the
bottom of the boat.
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paul hartunian
My mind started racing. I thought about everyone I knew, one at
a time. I thought about the 3 friends I have who have it made. I
“Anyone can duplicate
what I’ve done. Not only thought about the 100+ friends I have who don't have it made.
will I prove that state-
ment, I’ll teach people
Without fail I saw that the people who had it made were the ones
exactly what to do and
how to do it, so they can who were able to focus - focus on whatever it is they had to
prove it to themselves.” focus on.
'My attitude was that I will fight for my life and nothing else
matters.'
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paul hartunian
And nothing else matters. That's focus!!! And she was rewarded
with her life, while milxxlions of others are in their graves.
“I don’t care if a person Then I thought about the people throughout history who have
has a little ice cream
had tremendous success. People in science, sports, literature,
shop in a tiny town or if
he has a huge, multina- business. Why did they succeed while others who tried the same
tional corporation. I can thing failed?
teach them how to get
publicity that will boost
their bottom lines while Yeah, right - they were able to focus.
making them mini-
celebrities.”
I have a reputation at the University where I teach of being a
royal pain of a professor. But every one of my classes is sold
out, year after year. How can that be?
The people who sign up for my classes know that life won't be
easy for the 16 weeks they're with me. But they also know that
at the end of the semester, they'll be able to focus like they've
never been able to before. And they'll take that with them for the
rest of their lives.
When I was thinking of all the people who've made it and who
haven't, I also thought about you folks. This whole focus theory
holds just as true for you.
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paul hartunian
Some of you have had tremendous success getting publicity. Lots
of you have been featured in this newsletter.
I thought back at the letters you faxed me, the e-mails you sent.
I realized that you were having such great success because you
followed the formula I gave you - but just as importantly, you
focused on getting lots of publicity...and nothing else mattered.
Lack of focus.
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paul hartunian
One of the most dramatic uses of modeling is in health care. If I
were to develop pancreatic cancer, I know full well that main-
stream medicine has absolutely nothing that can help me. The
survival rate is less than 1% - pretty dismal.
The exact same principle holds true with your publicity efforts.
You can try to reinvent a publicity system and see how you make
out. Or you can follow the one I've set up for you and use the
success stories in each issue of my newsletter as your models.
http://www.WorldsTopMarketers.com 284
Be sure to sign up for Paul Hartunian's free pub-
licity ezine ‘Million Dollar Publicity Strategies’ at
http://www.PRProfits.com/ezine. Each issue is
packed with specific strategies, tips and tech-
niques you can use to get free publicity for *any*
product, service, cause or issue.
shel horowitz
How to Get
the Press
Shel was still a teenager
when he started doing
publicity and marketing
for grass-roots commu-
on your side
nity organizations with It's easy: make yourself newsworthy.
zero promotional
budget. There wasn't
News is anything that other people are interested in. And being
even money available for newsworthy consists of letting editors and reporters know you're
stamps, so he used to doing something of interest to other people—having an event;
hand-deliver press
releases on a three-
telling a story; creating or participating in any occurrence; sup-
speed bicycle, Trained as porting, opposing, or even merely observing a trend or activity.
a journalist, he first Editors & producers have the tremendous challenge of coming
became aware of the
power of the news
up with new stories to fill their pages and air slots-day after day,
media when a local week after week, month after month, year after year. It isn't al-
paper refused to print ways easy to fill all that space. Therefore, you become their ally.
meeting notices he
wrote for a controversial
group--but gave exten- Your achievements—along with your ability to publicize them
sive news coverage to properly and work cooperatively with media people—will cause
its refusal. Now, for over
twenty years, he's
local editors to welcome you with open arms. Not only will you
helped businesses, have a very good shot at getting your press release printed (per-
nonprofits, and commu- haps several times in different sections of the paper), but a re-
nity groups get their
message out to the
porter might even arrange a more in-depth story. And that is
public with little or no pure gold for you!
expenditure.
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shel horowitz
Stanley D. Friedman, who produces public affairs programming
for WWOR-TV (serving NYC and northern New Jersey), notes
that—even in one of the top markets in the country—he has to
seek out people to fill up his allotted airtime. Editors and pro-
ducers, therefore, will be delighted to hear from you—but only
if you are articulate and can present yourself as serving the com-
After finishing Antioch
College at age 19, Shel munity, rather than just trying to seek publicity and make a profit.
had to come to terms
with his own work
Here are some events or situations that often lead almost effort-
history: career paths not
only in writing and lessly to lots of free publicity:
marketing/PR, but also
in radio, teaching, arts,
* Organizing an event open to the public
food service, office
systems, community * Achieving significant recognition in your field
organizing, and environ- * Release of a book or record, opening of an exhibit, etc.
mental issues. Putting
* Performing an important service to the community
together his own first
résumés led to a new * Running for office
career direction: résumé * Writing legislation, testifying at hearings, etc.
writing and career
* Inventing, manufacturing, or offering a new product
services. Shel quickly
realized he had the * Being present at—or involved in—major news events
ability to discover a job * Joining or taking leadership in a professional or
candidate's best
community service organization--especially one
strengths and present
them so those are with membership standards
highlighted while weak- * Offering apprenticeships, training programs, classes,
nesses are downplayed.
or opportunities to volunteer
In short, he turned
résumé writing into a * Lecturing, or presenting at a professional conference
marketing function. * Winning a contest, sweepstakes, or lottery
* Offering franchises of your business
But you can also get some coverage of far more mundane events.
You may not get followed around by a reporter, but you might
well get your releases in the paper—and reap all the benefits we
discussed earlier. Here are a few examples:
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shel horowitz
* Moving or opening a new branch
* Educational achievements (including attending work-related
seminars) or other accomplishments by staff members
* Hosting an open house
* Hiring or promotion of employees
A native of New York
* Annual meetings
City, Shel returned to
that city to work at two * Issuance of any publication available to the public
literary agencies as a
manuscript reader, and
Use your imagination. You only risk a stamp, and may gain ex-
then worked for a year
and a half as a VISTA posure to thousands of people. The media that promote you have
Volunteer community something to gain as well; they need endless fresh material.
organizer with the Gray
Panthers. Pursuing
poetry on the side, he But don't expect the media to drop everything and report on you,
became very active in just so you can get some free publicity. Remember their goals of
the New York open
reporting news and serving the community; you must blend with
poetry scene, and met
Dina Friedman at an that. Many editors shy away from blatantly promotional pieces.
open reading in Green-
wich Village.
Make Life Easier for Your Editorial Allies
The two left New York in Another aspect of thinking like an editor is presenting yourself
1980, spending a year in as the kind of person editors want to deal with. In any oral or
Philadelphia before
written communication with a media outlet, you should be
settling in Western
Massachusetts in 1981-- friendly and approachable, articulate and concise. Be willing to
and founding Accurate answer reporters' questions, even if you have to research the
Writing & More with an
answers and get back to them. (Don't be afraid to say you don't
initial marketing cost of
$12 and a total start-up know but can find out, and never give an answer you're not sure
under $200 (most of it is accurate.) If you're running an event or a tourist attraction, let
for a 13-year-old IBM
the press in for free to cover it. Finally, know the deadlines and
Selectric typewriter).
They married two years publication schedules of the media you deal with, and under-
later. Daughter Alana was stand their importance.
born in 1987--the same
year Dina joined the
business--and son Rafael A deadline is the day and time a reporter has to get a story in if
was born in 1992. it's going to be printed or broadcast in the next edition.
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shel horowitz
Except for very hot last-minute news, those deadlines may as
well be written in stone. Get your stuff in on time and don't try to
wheedle a journalist into bending a deadline for you—the bad
reputation you will get among the press is a far worse disease
than being left out once. And don't forget that a reporter needs
Drawing on the market-
some time to work with your material, and is balancing your
ing he'd practiced in and
after college, Shel began story against many others.
marketing his own
business locally, and
Typically, morning daily newspapers close the edition around
grew it to the largest of
its kind in a three-county 10 p.m., afternoon papers at around 10 a.m., weeklies two to
service area. In 1985, he four days before publication. Some sections may close earlier
published the first of
than others. A large metropolitan Sunday newspaper may close
three books on low-cost,
high-impact marketing. the magazine, comics, arts, living, and classified sections as early
Gradually, he expanded as Monday, and have them already printed and collated as early
his practice to marketing
as the previous Thursday. This frees up the presses for news and
for other businesses and
nonprofits. He began sports sections that get printed Saturday night. TV stations tend
using e-mail as a market- to like to do the camera work at least two to four hours before
ing tool in 1994, set up
the newscast.
his first website in 1996,
and quickly developed a
reputation internation- Give daily and broadcast journalists a minimum of a couple of
ally as a skilled copy-
hours before their deadline to write their story—several days if
writer and marketing
strategist who knows you're dealing with weeklies, and even longer for monthlies—
how to stretch a market- and don't call any reporter or editor right at deadline, when he or
ing dollar. His client list
she is frantically trying to get all the stories out.
now includes accounts in
Europe, Asia, and all
across the U.S.; his books Feature departments, including community calendars or letters
have sold to dozens of
to the editor, may have a deadline that applies to you, rather than
countries, and one of
them has been trans- the reporter. In my area, the newsweekly and the most popular
lated into Korean. commercial radio station both want calendar notices two to three
weeks ahead! Again, respect the deadline and be on time.
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shel horowitz
The Event: A Cornucopia of Publicity Opportunities
The easiest way to turn the press into your publicity bureau is by
having an event. An event gives the press a handle; they under-
stand how to treat events as news, and as promotable calendar
items. Having any kind of event makes you automatically news-
Shel now offers not
worthy. So a good trick for you as the publicist is to phrase your
only copywriting and
strategic marketing activity as an event. Yes, the same techniques apply to other
planning, but also promotable activities, but so many more doors are opened by
speaks on affordable,
linking your publicity agenda to some kind of event that I'd en-
effective marketing to
national audiences. His courage you to do them whenever possible.
most recent marketing
book, Grassroots Market-
For instance, don't just have a sale; a sale is not a news event,
ing: Getting Noticed in a
Noisy World, was a but a commercial device to increase business. But a sale can be
finalist for ForeWord rolled into something more newsworthy, such as: charity dance-
Magazine's Book of the
a-thon with reduced prices on dancing shoes and leotards; ap-
Year Award.
pearance by a local person who is known for using your prod-
uct, with concurrent sale on the product; craft demonstration by
an artisan who uses materials that you sell, with price cuts in
those supplies; foot race from a central point to your food shop,
with free refreshments for participants; old shoes trade-in: de-
duct 10% off the price of a new pair of shoes by bringing in an
old but still usable pair for donation to charity; food sampling
fair, with discounts on all the participating foods; plain, old party
with store-wide clearance sale; concert in a music store, with
sales on the instruments the band plays; downtown cleanup with
free brooms to participants, as well as a sale on trash bags, rub-
ber gloves, etc.
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shel horowitz
Toward the bottom of your release, mention the sale: "To honor
Emma Lazarus' reading and book signing, Great Books is hav-
ing a sale on every book that contains any of her poems," or "In
conjunction with the charity skate-a-thon, Alfredo's is offering
reduced prices on all skates and skating wear."
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shel horowitz
Typically, media cosponsorship means you do the work and spend
whatever money is necessary; the station or publication gives
you oodles of free publicity, reports on it, and/or broadcasts por-
tions of the event.Electronic media are required to provide pub-
lic service programming as a condition of their license, and pub-
lications have a vested interest in maintaining their credibility as
the eyes and ears of the community. Because cosponsorship dem-
onstrates the media outlet's community interest and also lets the
public hobnob with media personalities, a suggestion for
cosponsorship will often be greeted enthusiastically.
Newer, smaller media are good bets, says Herold. "We have a
station that's new in the area and is competing for market share.
If I do a copromotion, I'm likely to get up to 50 free mentions in
addition to my paid advertising. With a station...that doesn't have
a relationship with the club, I may only get a one-to-one rela-
tionship between the spots I buy and promotional mentions. With
a college radio station, you can be all over the map without any
expenditure of money."
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shel horowitz
For live music, radio cosponsorship is an especially valuable
endorsement, because the station's promotional spots will give
listeners the chance to hear a little of an artist they may not
know--and because the station's role as an arbiter of music car-
ries over to readers who see the cosponsorship listed in the news-
papers and on posters. It's even okay to have several media
cosponsoring an event—if they don't compete. For instance, I
organized a candidate forum and got sponsorship—and public-
ity—from one newspaper, one radio station, and one cable TV
station. If I'd wanted to get two radio stations, I would have
needed to check with both stations that it was all right to have
direct competitors cosponsor the event.
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“How Shel Horowitz’s Book,
Grassroots Marketing,
Helps You Succeed
—Online or Off”
320 oversize pages…a Finalist
for ForeWord Magazine’s Book
of the Year Award…$22.95
• Take advantage of the Internet’s powerful, effective secret
marketing weapons (NOT Spam!)
• Pay less than five cents per envelope for direct mail
• Get tons of free media publicity in both local and national
markets
• Make terrific contacts at trade shows, without the expense of
a booth
• Have your prospects eagerly look forward to your sales
presentations and marketing materials
• Write copy that works for its audience…and for you!
Please visit Shel’s websites, frugalmarketing.com and frugalfun.com for hundreds of FREE articles to
help you run your business better, make more money, and have more fun—and while you’re there,
Mistakes
over the Internet.
He has been published
internationally in more
than 16 languages.
and How to
Every month, his articles
are read by more than
2.5 million people
worldwide. They are
published in thousands
of magazines, newslet-
Avoid Them
ters, and web sites. He is
an accomplished
Speaker, Author, and
Internet Marketer.
http://www.WorldsTopMarketers.com 295
robert imbriale
In essence, a waste of the marketer's time, the company's money
and a failure to gain the prospect's interest.
Save that for later. Instead, begin with your focus on your pros-
pects and their concerns.
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robert imbriale
2) Not Knowing Everything About Your Prospects And Their
Problems
The more you know about your prospect, the easier it will be to
convince them that they need your product or service. Every
Robert completed his
qualified prospect has a problem that your product can easily
schooling in Montreal,
Canada and was the first solve to ultimately make their life easier in some way. Your job
student in his school's is to uncover this problem, or set of problems, and show your
20-year history to open
prospect, (using facts based on benefits) that they must buy what
his own photo studio by
the time he graduated. you are selling in order to immediately solve their problem and
His success as a commer- lead a happier, more productive life.
cial photographer
resulted in accounts
with large corporations To see what I mean, simply ask yourself why someone should
which gave him his first buy what you are selling. Use your answers in all your market-
glimpse of the advertis-
ing communications. It's that simple, yet how often is it just not
ing industry. Soon after
relocating to New York done? Remember this fact. People buy because they have a prob-
city, he left his photogra- lem, rarely do they buy just for the sake of buying or because
phy career to pursue his
you've been in business over twenty years. Think about your
passion for marketing.
own personal reasons for buying anything and you'll see what I
By the time he was just mean.
24 years old, he had
served as Director of
Marketing for a national 3) Not Knowing What Specific Benefits Your Product/Serv-
multimillion dollar direct ice Provides.
marketing firm in New
York where he increased
sales by more than $20 Study the true benefits of using and owning your products or
Million in just 10 weeks. services. A true "benefit" differs greatly from a "feature". Fea-
tures are about the product: benefits are about the prospect.
You will sell far more of your products or services if you focus
on what is important to the prospect (benefits), not on the fea-
tures of your product.
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robert imbriale
Your prospects are only interested in the benefits they will re-
ceive by owning your products or services. In other words, your
prospect is interested in your product mostly because of the
problem(s) it solves and not much else.
He served as Director of
4) Not Taking the Time to Qualify Your Prospects BEFORE
Marketing for 2 other
major direct marketing You Spend ANY Money Marketing Your Products to Them
firms before deciding to
leave the corporate
It astounds me to see how many times I get expensive promo-
world in 1995.
tional mailings sent to me without EVER having first been quali-
Robert combined his fied as being; A) interested in the product, B) able to afford the
years of experience in
product or C) having ANY need, currently or in the future, for
corporate marketing
with his passion for the product!
computers and has since
become one of the
I know that I will never buy anything from that company, no
world's top Internet
Marketing minds. matter how glitzy a promotion they present me with because I
have no need for what they are selling! So why don't they know
that? Simple, they never took the time to qualify me as a poten-
tial customer!
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robert imbriale
5) Focusing Your Marketing Communications To The
Masses-Not Speaking Directly To Your Prospect
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robert imbriale
Stop Wasting Your Valuable Time And Money Waiting For blah
blah blah....
Chances are that is exactly what you will see. The problem is
that the prospect doesn't care about your logo, or how good a
company you think you are. All they really care about is what's
in it for them.
You might also back up your headline by stating the cost of not
solving the problem immediately.
Once you capture their attention, then you can take the time to
explain your product in greater detail. Gain attention first, spell
out details later.
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robert imbriale
8) Not Giving Your Prospect a Compelling Reason to act im-
mediately: While You Have Their Attention!
Now that you have created a need for what you are selling, you
have to motivate your prospect to take immediate action... while
they are still excited about your products or services.
Wait too long and you know what will happen: the average con-
sumer will soon forget all about what you can do for do for them
and quickly move on to the next exciting offer.
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robert imbriale
Getting around this hurdle and convincing your prospect that
others with similar problems HAVE truly benefited in a positive
way from your product is the fastest and most effective way of
gaining your prospect's confidence.
Every time you get ANY positive feedback from a prospect, ask
them if you can quote them, even if it is just on the telephone.
Keep a file of these quotes and have it handy the next time you
sit down to create a new marketing piece.
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robert imbriale
Not Simplifying the Purchasing Process As A Final Step
All too often ordering a product is difficult, if not at all worth the
effort. All the marketing in the world is useless if purchasing
your product is not made easy.
If you are selling through the mail, include an order coupon that
is large enough to fill out without having to crunch too much
information into too small an area.
These response devices go a very long way into closing the sale
while the prospect is still excited about it. We are a people ac-
customed to immediate gratification and it is not only necessary,
but it is expected.
Conclusion
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robert imbriale
You can increase your sales, lower your marketing budget, and
ultimately sell more of your products or services! Just follow
these steps, and let me know how it works out for you. I'm al-
ways available to help you out and I do enjoy hearing your suc-
cess stories!
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http://www.WorldsTopMarketers.com 304
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dan janal
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Thanks for your interest in PR Leads, PR Leads provides timely
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http://www.WorldsTopMarketers.com 306
dan janal
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brian jud
Map
Your Course to
Brian Jud is an author,
book-marketing consult-
ant, seminar leader and
television host. He
received his undergradu-
Greater Profits
ate degree in Marketing Independent publishers can become more profitable more quickly
from the University of
by marketing their titles to non-bookstore markets. These sales
Cincinnati in and was
graduated from Xavier are usually non-returnable, are paid in 30 days and require smaller
University with an MBA discounts. The question is, “Where do I find these markets?”
in Marketing. In 1990 he
founded and became
the president of A system called market mapping will help you do this. It is a
Publishing Directions. two-step process that helps you discover these lucrative,
nontraditional markets. The first step is to discover the new
markets and the second step is to map how you are going to
market to them.
http://www.WorldsTopMarketers.com 309
brian jud
1) Ask questions properly. Do not say, "Where else can we sell
this title?" The first response may answer the question but it
might not be the best answer. Instead, ask, "In how many ways
can we..." thereby generating additional possibilities. You can
always eliminate impractical ideas later.
Step One
Begin your market-mapping session by trying to think of all the
possible markets in which a particular title could be sold. The
key word is could. Do not limit your thinking to markets in which
you traditionally sell books.
http://www.WorldsTopMarketers.com 310
brian jud
Rights
Special Retail
Sales
http://www.WorldsTopMarketers.com 311
brian jud
Always consider selling directly to consumers. This could be
done in conjunctions with personal presentations or media ap-
pearances. You may have your own web site or be able to link
with others. Direct mail is always a possibility, particularly with
nonfiction titles.
Brian is a prolific writer
of articles about book
publishing and market- The academic category leads to many subsets. Could your
ing. He is a syndicated title be sold to elementary schools? What about high schools,
columnist and a regular
colleges, special-education or vocational schools? If you think
contributor to the PMA
Newsletter. it might sell to colleges, draw a line from the circle and write the
word Colleges on it. Then think of all the places in which you
could sell this title at colleges. For instance, most have their own
bookstores and libraries. Could it be sold as a text or reference
book? If it is sold as a textbook, is a teacher's manual required?
Apply this thinking to each category until its map looks like
this:
Academic Colleges
Book- Libraries Textbook
stores
High Trade Teacher’s
Schools Schools Manual
http://www.WorldsTopMarketers.com 312
brian jud
Step Two
Once you decide where you are going to sell your books, it is
time to map how you are going to market them. Using the same
rules and techniques you employed in step one, investigate pos-
Brian is the host of the
sible forms the product could take and how it will be priced,
television series The
Book Authority and has distributed and promoted.
aired over three hundred
and fifty shows. He is
also a veteran of the
touring circuit and has Product Distribution
appeared on over five
hundred television and
radio shows.
Sales Promotion Market
Promotion Pricing
Publicity Advertising
Personal
Selling
http://www.WorldsTopMarketers.com 313
brian jud
If you decide a book is the best way to reach this market, there
are still many decisions to be made if it has not yet been pub-
lished. For example, what about the binding? If you expect to
sell directly to consumers while conducting seminars or work-
shops, a spiral-bound book might excel. Perhaps a saddle-stitched
He is the founder
booklet might suffice. Obviously these bindings would not go
and president of the
Connecticut Authors and over well with bookstore buyers.
Publishers Association.
Since March 1994 CAPA
2. Distribution. There are three general distribution channels
has grown to almost two
hundred people. available to you: indirect, direct and a combination of the two.
http://www.WorldsTopMarketers.com 314
brian jud
3. Pricing. There are many theories on how to best price your
products. The major factor influencing your retail price is the
distribution system you choose. If you utilize an indirect distri-
bution network, your retail price must cover their discounts, your
production and administrative costs and yield a reasonable profit.
Brian is an adjunct
lecturer of sales and
marketing courses. He Pricing is affected by your promotion plans, too. For instance,
instructs both graduate there are promotional-pricing techniques to consider, such as
and undergraduate
dollar-off coupons. These could be distributed via direct mail,
students at the Univer-
sity of Hartford and the your website, at trade shows or even printed in your books to be
University of Connecti- applied to other, similar titles in your product line.
cut. Brian is a regular
speaker on marketing
topics at PMA-University 5) Promotion. There are virtually thousands of ways in which
and for PMA affiliates you could promote your titles, limited only by your budget and
around the country.
your imagination. Direct your thinking to the most practical op-
portunities by categorizing promotion into four general areas:
sales promotion, publicity, advertising and personal selling.
http://www.WorldsTopMarketers.com 315
brian jud
For instance, if your objective is to introduce a new title you
might consider sampling (a sample chapter on your web site)
couponing, bundling with another proven item or offering a
money-back guarantee to consumers. If your objective is to en-
courage repurchase you might consider bonus packs, contests,
sweepstakes, coupons good on the next purchase or multiple-
proof free premiums.
http://www.WorldsTopMarketers.com 316
brian jud
Awareness advertising alerts consumers that your title is avail-
able and directs them to bookstores to purchase it. Direct-re-
sponse advertising provides a means to purchase your books di-
rectly. Cooperative advertising can reduce your costs, but it usu-
ally reduces your exposure, too. For example, you may partici-
pate with other publishers, advertising your titles in a special
insert in Publishers Weekly. While this is less expensive than
advertising on your own, your title may be lost among all the
others.
http://www.WorldsTopMarketers.com 317
brian jud
Personal selling does not necessarily mean that you go out and
call individually on all the retail outlets in the country. It means
that you set yourself up to have some personal contact with pro-
spective buyers. This could occur at trade shows and
booksignings, during media events, through personal presenta-
tions, networking at BEA or other association meetings and by
participating in an online discussion group. Use your market-
mapping sessions to think about how each of these may or may
not become part of your strategic plan for each market segment.
http://www.WorldsTopMarketers.com 318
Are you Getting
Your Share of
Special Sales?
We can help you sell your books
to dozens of willing buyers
800•562•4357
The Bank
involved in this arena
since January, 1997. In
addition to running his
successful online
marketing consulting
business, Improved
Results, he is an adjunct Driving traffic to your web site at a reasonable cost is one of the
professor at the Xavier
biggest challenges you'll face. It makes no difference how good
University Williams
College of Business. a site you have; no visitors, no business. But, if you pay too
His MBA course, much for your visitors you will either lose money or not gener-
"Online Marketing and
ate enough profit.
E-Commerce," gets rave
reviews as being "hands
on" and is regularly This article outlines a relatively inexpensive method of quickly
oversubscribed.
driving targeted visitors to your web site. At the same time,
understand that the methods we'll discuss are only one step of a
multi-step process to accomplish your goal of getting qualified
visitors to your site at a cost at or below your Visitor Target
Acquisition Cost (VTAC).
This step, however, is generally the first step you will want to
take.
http://www.WorldsTopMarketers.com 320
jon keel
Why is that?
The VTAC is the percentage of your VPV that you will spend to
get that visitor multiplied by the VPV. Ranges of 25% to 100%
are common; you’ll have to decide the percentage for your indi-
vidual business.
If you’re just beginning and you don’t know your VPV or VTAC,
you’ll have to make some assumptions, quickly test your as-
sumptions, and make any necessary adjustments.
http://www.WorldsTopMarketers.com 321
jon keel
The Background of Quickly Driving Traffic to Your Site
The technique you use to quickly drive traffic starts with pay-
per-click search engines. PPC search engines are a tool in which
you as an advertiser (web site owner) bid on your search engine
Jon has developed
ranking for specific keywords.
several online
businesses, including a
very popular web-based When your keywords are typed in the search engine by the visi-
tool used with GoTo.com,
tor, your results are shown ranked according to how much you
a pay-per-click search
engine. bid on the various keywords. The highest bid for a keyword is
ranked first, and so on.
With bachelors and
masters degrees in
Engineering, Jon moved You’ll only pay when a visitor actually clicks through to your
to Cincinnati in 1971 as web site. In other words, you only pay for performance.
an environmental engi-
neer with the Procter
and Gamble Company. He As an advertiser, you gain several advantages:
left P&G in 1973 to work
for The Henry P.
1. You only bid on the keywords you believe visitors will use to
Thompson Company, a
privately held regional find you – targeted keywords.
sales and marketing firm
in the water and
2. You decide how much you bid based on your VTAC – you’ll
wastewater treatment
capital equipment never pay more for visitors than you know you should.
market. Over a 22-year
period he became the
3. For very competitive keywords (those that are very popular
owner and President/
CEO of HPT. He sold his and tend to have higher bid prices), you have the option of find-
interest in the company ing related but less popular and less expensive keywords – if
in 1995. In 1987 he
you do this right you can drive equivalent traffic at lower costs.
received an MBA from
Xavier University.
4. You can gain top ranked positions at a number of conven-
tional search engines by letting the PPC search engines do your
work for you.
http://www.WorldsTopMarketers.com 322
jon keel
Which PPC Search Engine To Use
As of late September 2001 you have over 140 PPC search en-
gines from which to choose. Your choices are simplified by the
fact that one PPC search engine, GoTo (now Overture.com),
Jon presently lives in
stands well above all the rest.
Hyde Park with his wife,
Colleen. He is a member
of the Operating Board Estimates vary, but Goto.com says that you can be seen by 75
of Main Street Ventures,
per cent of all web searchers by using GoTo.com. We recom-
the Board of Mentors of
Madison E-Zone, the mend to our consulting clients that they begin their PPC bidding
Business Advisory with GoTo and expand to some of the other PPC’s if the results
Council for the Williams
warrant it. The ultimate resource for finding out about PPC search
College of Business at
Xavier, and the Dean's engines is PayPerClickSearchEngines.com.
Advisory Council for the
College of Engineering
The Process of Quickly Driving Traffic To Your Site
at the University of
Arkansas.
You can drive traffic to your site in as little as five days if you’ll
follow these steps:
http://www.WorldsTopMarketers.com 323
jon keel
4. Once you’ve opened your GoTo account (and submitted your
first keyword bid), add additional keyword bids until you have
at least 50 bid keywords. GoTo offers several cool spreadsheet
tools to help you do this, along with saving you time.
http://www.WorldsTopMarketers.com 324
audri lanford
“Outrageous
Dr. Audri G. Lanford and
Marketing”
for Outrageous
her husband, Jim, have
created three very
different businesses: one
of the fastest growing
private companies in the
Success in 2002
US, an Inc. 500 company,
the oldest and largest
direct results Internet
marketing company, and
now WZ.com, the
#1 online company
connecting busy people
with what they love to In this article, I'm going to show you three strategies that re-
do.
sulted in:
"Outrageous Marketing."
http://www.WorldsTopMarketers.com 325
audri lanford
A Very Brief Introduction to Outrageous Marketing
How do you get attention for your marketing message when your
potential customers are bombarded by approximately 2500 mar-
keting messages every day?
Audri has been honored
with many awards,
including Forbes Best of In other words, how do you get past the blinders we've all built
the Web, and has been up to screen out the junk?
interviewed for hun-
dreds of publications,
including BusinessWeek, You need to be outrageous.
The Wall Street Journal,
The New York Times,
Now, I don't mean being outrageous just for the sake of being
Wired magazine,
Entrepreneur, Upside, outrageous. And I don't mean just being off-the-wall. It's impor-
InfoWorld, The Chicago tant that your approach is consistent with your marketing mes-
Tribune, and many
sage. And that you test and track the results to see what works
others. She is a founder
and co-editor of Internet —and what doesn't.
ScamBusters, the #1
publication on Internet
Instead, I'm talking about being outrageous—to produce outra-
fraud.
geously successful results.
As you read this article, think about how these examples can
apply to your business.
http://www.WorldsTopMarketers.com 326
audri lanford
1. The Outrageous Offer: Turning Premiums on their Head
Visit: http:// We sent each of our clients a two-page letter (at a total cost of
make2002great.com/ $50). However, rather than focusing the letter on the software,
w42.html
we made them an outrageous offer: they received free desirable
computer hardware when they bought our software!
http://www.WorldsTopMarketers.com 327
audri lanford
He asked me, "What software don't I have?"
You just have to ask yourself: "What can I bundle with my prod-
uct that will make it incredibly attractive to my customers?"
http://www.WorldsTopMarketers.com 328
audri lanford
Adding these outrageously great offers is probably the best way
to increase your sales and profits quickly.
Now, I'd like you to think: "How can I apply this to my busi-
ness? What can I give away as part of my bundle?" Write this
down now.
http://www.WorldsTopMarketers.com 329
audri lanford
Are you that COO? We'll briefly describe our company, and you
can see if we sound like the kind of company you'd want to join.
Sorry, you don't get to move to the planet MARS. We meant move
to our company, and to our product, Micro Dynamics MARS(R).
P.S. Even if this position is not right for you, since you've read
this far, something caught your interest. Why don't you call us
today for information about how MD MARS can help solve your
document management problems. If you mention this ad, we'll
also send you a free copy of our book, 'Choosing the Right
Imaging System.'
http://www.WorldsTopMarketers.com 330
audri lanford
The point is we used an outrageous headline and we got the un-
intended benefit of selling $400,000 of software from an ad that
cost just a few thousand dollars.
Again, I'd like you think: "How can I apply this example — and
use outrageous headlines — in my business?" Write this down
now.
For example, Bob Allen made his first book, Nothing Down, a
best seller by making an outrageous claim. He offered the fol-
lowing outrageous challenge: "Send me to any city in America,
take away my wallet, give me $100 for living expenses and in
72 hours, I'll buy an excellent property using none of my own
money."
The Los Angeles Times took him up on his challenge. They (not
surprisingly) selected Los Angeles as the city. The results? With
an L.A. Times reporter at his side, he bought six properties worth
$622,000, all in less than three days using none of his own money!
http://www.WorldsTopMarketers.com 331
audri lanford
The publicity from his outrageous claim and the fact that he met
the challenge led to his book Nothing Down quickly becoming a
best seller.
Think about it: "What outrageous claim can I make that I can
support in a dramatic way?" Then go for it.
http://www.WorldsTopMarketers.com 332
audri lanford
My goal in writing this article is to expand your thinking.
http://www.WorldsTopMarketers.com 333
NEW: FOR A VERY LIMITED TIME ONLY...
Get Your Copy of 43 Specific Ways to Make 2002
Your Best, Most Profitable Year Ever -- Free!
http://www.WorldsTopMarketers.com 334
dr. jeffrey lant
If you can
count to 3
you CAN make
Dr. Jeffrey Lant is the
author of 14 books,
including:
E-Mail El Dorado
Web Wealth
money online!
Cash Copy
The Unabashed Self-
Promoters Guide
The Consultant’s Kit
How To Make At Least
$100,000 Every Year As A
Successful Consultant In
You are reading this report because you want to make money
Your Own Field
Multi-Level Money online. Good. I can help.
How To Make A Whole Lot
More Than $1,000,000
Before getting into the meat and potatoes of this report, it would,
Writing, Commissioning,
Publishing and Selling I think, be a good idea for me to share a little of my background
“How-To” Information with you.
Development Today
Money Talks
No More Cold Calls I am the CEO of a well-known Internet company, Worldprofit,
Money Making Marketing Inc. at http://www.worldprofit.com. I set it up with my Co-Found-
ers George Kosch and Sandi Hunter back in 1994 after it be-
came obvious to me that the Internet was the transforming tech-
nology of my lifetime, that it was going to change the way busi-
nesses worldwide did business and that in this situation literally
trillions of dollars would be made. Worldprofit has been profit-
able since 1994, itself something of an online rarity.
http://www.WorldsTopMarketers.com 335
dr. jeffrey lant
I want to make it clear to you that I wouldn't be on the Internet if
it didn't work, if there wasn't money to be made, and if I wasn't
getting my share of that money. I came to the Internet expecting
to work hard, study the business, perfect products and services,
and profit. I never expected a free lunch or to "get rich quick." I
When not engaged in
one business endeavor wanted a long-term means of producing wealth, and I was will-
or another, you will most ing to do what was necessary to get it. I remain as enthusiastic
likely find him poring
today about the prospects for smart people using the Internet to
over auction sales
catalogs looking for make money, indeed more so, than I was back in 1994.
additions to his
collection of Old Masters,
Having said all this, I have watched since 1994 as literally hun-
English silver and
French furniture. dreds of thousands of people have jumped onto the Internet with
dreams of wealth and glory, only to find themselves at the end
of the day poorer, frustrated, clueless about what went wrong.
This waste has sickened me. I am a frugal New England Yan-
kee. I cannot bear the thought of waste and the waste I have seen
over the last years online has been nothing short of appalling.
http://www.WorldsTopMarketers.com 336
dr. jeffrey lant
Towards this end, we at Worldprofit have created a compelling
system that delivers systematic profits to people willing to do
just 3 things. That's why I say if you can count to 3, you can
profit online. I warn you: this system, while straightforward, sim-
ple and effective, takes
The first rule of business success online and off is KNOW THY
STOCK. The plain truth is, you cannot sell what you do not
know. People who are successful are the masters of detail.
http://www.WorldsTopMarketers.com 337
dr. jeffrey lant
People come to Worldprofit for two main reasons: to get the
services they need to do business online and to profit by selling
these services.
When you work with us to sell our services, you are not respon-
sible for setting up the products. We do all that.
You are also not responsible for designing them, operating them,
maintaining them. ALL that is done by Worldprofit support staff!
Your job is simply to SELL them, for sales is where the money
is at, pure and simple. You can make up to $1,000 per sale (20%).
What's more, you make an additional 5% on everything sold by
people you sell to.
Contrast this with the profits you make on what you are selling
now! If you want to make money online, you must sell things
that people must have in their lives, things which generate a good
commission; things, in short, like those produced by Worldprofit1
http://www.WorldsTopMarketers.com 338
dr. jeffrey lant
You make money when you make a sale. That's the way busi-
ness is. That's why we don't want our dealers doing anything
except focusing on making SALES. This means working with
prospects!
Towards this end, we created Lead Source which enables all peo-
ple in all business opportunities to get solid prospect leads 24
hours a day, 365 days a year for prices no one online or off can
touch.
Whenever you want leads, you can have them in just a MINUTE
or two! What's more, by becoming a Lead Source affiliate, you
can actually get unlimited prospect leads FREE and can sell them
to people in any business opportunity and make extra money!
Again, if you want to make money online, you MUST focus all
your time and resources where the money is, and that is SALES!
Lead Source enables you to do just that!
http://www.WorldsTopMarketers.com 339
dr. jeffrey lant
#3 Contacting Prospects, Closing Deals, Makes Sales
It has been obvious to me for some time that lots of people try-
ing to do business online are drawn to the Internet because it
seems to suggest that you can profit automatically with email,
with autoresponders, with anything other than actual human con-
tact. Again, this is ridiculous!
If you want to earn real money online, you must represent prod-
ucts and services which sell for a goodly amount of money, by
that I mean items of over $1000. Only then are the commissions
worth the effort. When people are paying this amount for what
they're buying, they want to talk to and otherwise be in touch
with a real person. That's only natural.
Thus, when you contact this person, all you're doing is assisting
someone who has already told you she wants to succeed online.
Such prospects are happy to hear from you and eager to learn
what you've got to say!
http://www.WorldsTopMarketers.com 340
dr. jeffrey lant
These days Worldprofit has dealers worldwide, smart people who
are on the Internet to profit, not to tinker with their website, search
the web for traffic, or do anything other than profit. These peo-
ple are doing three simple things to achieve the results they want.
Harvard-educated Dr.
mailto:drjlant@worldprofit.com with your name, address, phone
Jeffrey Lant is Co-
Founder of Worldprofit number and whether you have had previous successful sales
and the author of some experience.
of the best known and
most practical business-
building books ever To become a FREE Worldprofit Associate, go to
written. Subscribe to his http://www.worldprofitassociates.com
free newsletter at
worldprofit.com/ezines
and visit his catalog at At Worldprofit you will find that we have created a simple, ef-
www.jeffreylant.com fective, profitable SYSTEM for making money online, a SYS-
TEM that enables you to spend the maximum amount of time on
selling (which is the only way to make money online) with the
fewest possible distractions. We're looking forward to having
you become part of it!
http://www.WorldsTopMarketers.com 342
dr. jeffrey lant
Despite all the usual virus symptoms, I got up and wrote this
article fast, hardly having to change a word. When I was done, I
was covered in sweat and glad it was done. I instantly sent it our
to our Worldprofit newsletters -- and went back to bed.
They responded to what I was saying, how I was saying it, and
got over right away to http://www.trafficcenter.com/properties
where they could see just what to do about it. Sales of our SYS-
TEMATIC approach to online success soared!
Since then I have resent this article from time to time, each time
chalking up a huge response. What this tells me is that people,
millions of people, not only want to profit online but are able
and willing to rise above their previous cyber-failures IF they
see a responsible, sensible, proven system to follow.
http://www.WorldsTopMarketers.com 343
IMPORTANT MESSAGE
FROM DR. LANT
FOR PEOPLE WHO WANT
JUST AS MUCH TRAFFIC
AS THEY CAN GET FREE!
We at Worldprofit have now added tons of new free traffic
and free traffic resources to the most amazing list we keep.
We use these resources to build our own huge traffic.
There are now over 1,000,000 (that is right OVER ONE MILLION) FREE traffic
and FREE Advertising Resources on this list.
We will give you this amazing list FREE if you are one of the first 250 people
ONLY visiting http://www.worldprofitleadsource.com/information.cfm TODAY
and filling out the form you will find there. As soon as you do, I will be notified
and you will be sent something you can use for years to come.
Think of it: more FREE traffic and FREE advertising resources in one place
than you have ever seen in your life; so many you probably never will get
through them all.
We at Worldprofit have always made good use of these kinds of free traffic and
free advertising resources and now, if you hurry, you can get a list of all the
incredible resources we have found... and which we are going to GIVE YOU!
http://www.WorldsTopMarketers.com 345
bob leduc
He created a separate web site for each type of business and
customized the content to appeal specifically to prospects in that
business. The site for insurance sales people looked the same as
the site for MLM marketers. But the content was totally differ-
ent.
In addition, Bob wrote
and published several
marketing manuals for His plan worked. Sales are running almost 50 percent ahead of
small business owners
projection ...even with a price that's 15 percent higher than simi-
to help them build
successful businesses lar programs. He built a successful business in a highly competi-
and prosper. tive market by becoming a specialist.
Most customers or clients will even pay a little more to buy from
somebody who thinks like them. It's worth it to avoid the risk of
being disappointed because they bought from somebody who
didn't know anything about their special situation.
http://www.WorldsTopMarketers.com 346
bob leduc
SPECIAL BENEFIT: When you deliver results as a specialist
you also establish yourself as an expert in your field. Customers
will automatically refer other prospects to you. They value what
you did for them and they're confident you can deliver the same
results for others.
2. Take each market, one at a time, and learn everything you can
about the prospects in it.
What do they like best about it? Why did they choose you in-
stead of a competitor?
http://www.WorldsTopMarketers.com 347
bob leduc
You'll always have competitors. But you don't have to lower your
price to compete with them. Instead, become a specialist and
cater to prospects in a narrowly defined targeted market. Your
understanding and insight into their unique situation will estab-
lish you as the expert in your field. They'll want to do business
Copyright 2001 By Bob
with YOU even if you don't offer the lowest price.
Leduc
http://www.WorldsTopMarketers.com 348
“Generate a Flood of Web Site Traffic
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Fast – Easy – Very Low-Cost
• Never again have to worry about finding customers or clients!
• Instantly generate a constant stream of hot prospects ready to do business with you
TODAY!
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• Gain control over your flow of business to eliminate “feast or famine” periods of
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• Guarantee as much new business as you want — whenever you want it!
“How to Build Your Small Business Fast With Simple Postcards” reveals a Fast, Easy, and
Very Low Cost way to generate an endless stream of hot prospects ready to do business
with you today!
Presented in simple, easy to understand language, you’ll discover exactly how to copy
these postcards to produce the same constant stream of live qualified prospects for you in
your business — day after day after day — regardless of what product or service you offer.
http://www.WorldsTopMarketers.com 350
paul lemberg
I'm all for logic and analytic thought, but does following the
dictum "be reasonable" sound a good way to build a breakthrough
business?
http://www.WorldsTopMarketers.com 351
paul lemberg
3. No more excuses.
When someone in your company doesn't produce the desired
results--results to which they have committed themselves--they
always have a reason why not. Because you always have one or
the other: desired results or reasons why you don't have them.
As a marketing and
The funny thing is, people act as if those reasons are almost as
corporate strategy
consultant, Paul worked good as the results. How do I know this? Because they always
with a number of For- say something like, “Well, that campaign didn’t work, but here’s
tune 500 information
why not,” or “We didn’t get the response rate because…” Or,
technology companies.
Previously, Paul founded worse still, “ We didn’t even try because…”
two international bank-
ing software companies
Remove people's option to resort to reasons why not. Take away
(Henco Research Interna-
tional and Vertex Busi- their ability to make excuses. I think the entire marketing world
ness Systems), a multi- would shift if there was no recourse to the “reason why not”
media production
option--if all you could do was deliver the goods, or try another
company (Meta/4
Multimedia) and a sales way to deliver the goods, or try another way, and so on.
training company called
Peak Power Unlimited.
4. Set unreasonable expectations.
Ask people to go beyond what they think is reasonable or nor-
mal, Ask them to go beyond cautious commitments that hedge
their bets, to make risky pronouncements that exhilarate them
but might threaten the natural order of things.
http://www.WorldsTopMarketers.com 352
paul lemberg
5. Make unreasonable requests.
This approach will aid every executive when working with ven-
dors, contractors and employees. Remember "just say no?" Try
"Just ask for more." Keep asking for more, better, sooner. Up the
ante. Ask people to perform beyond their best.
Paul's monthly executive
letter, Extraordinary
Results, is read by over Don' think of this as a negotiating tactic. It is not “nibbling.” It is
ten thousand executives asking people to perform beyond their own sense of what is rea-
and entrepreneurs in
sonable. Often people will fail to meet these unreasonable com-
more than fifty coun-
tries. He is a popular mitments—but don't beat them up for it; most likely you got
speaker at conferences more than you would have originally. And sometimes you will
in the US and Canada,
get stellar results you wouldn’t have dreamed of.
focusing on topics
relating to forecasting
the future, executive 6. Make unreasonable plans.
leadership, marketing
Does this sound like an oxymoron? Most companies plan to
and corporate strategy,
creating breakthroughs achieve reasonable results relative to past successes and fail-
and managing the high- ures--or even worse--relative to questionable industry lore. In-
tech/high-performance
stead of setting these kind of goals, begin with a more profound
work force.
question: what would make a really big difference? What would
cause a marketing breakthrough for the company? What would
dramatically increase return on investment or shareholder value?
What would be "worth doing?" The answers may not be reason-
able; may instead take you down a path towards huge success.
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paul lemberg
Take into account all the factors--bring everything you know
about the situation up-to-date, add to it all the future changes
you predict--and use that to forecast unreasonable results and
make unreasonable plans.
http://www.WorldsTopMarketers.com 354
paul lemberg
WHY THIS ARTICLE WAS SO EFFECTIVE
I've always liked the George Bernard Shaw quote at the start of
the article. There are a few chapters in my book dedicated to
being unreasonable. In fact, Joe Vitale told me he thought they
were the most exciting part. I had been toying with the idea of
Paul is available for
forming the Organization for Unreasonable Thinking, and wrote
keynote speeches and
executive workshops. this article to promote that.
Paul can be reached by
phone at 760.741.1747,
OUT didn't pan out. About 200 people wanted to join, but I never
and by email at
paul@lemberg.com figured out what exactly it would do. But the article was a great
success. I got lots of print play with it, about 20 trade journals
and one national magazine. It led to a good number of book
sales, and hundreds of e-zine subscribers.
http://www.WorldsTopMarketers.com 355
An incredible new resource for entrepreneurs
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Dear Friend,
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link to www.lemberg.com/bookopt.html
mike mcgroarty
Get Rich
on the Internet
Mike McGroarty has been
successfully making
money on the internet
since 1999. Starting with
a simple gardening site,
in 7 Easy Steps
he has built an internet
Step 1.
business that pulls in
tens of thousands of Forget about getting Rich. Instead concentrate on establishing a
dollars, and he runs the cyber business that you can be extremely proud of. A business
entire operation from a
that you will be happy to tell your neighbors about. A business
single computer in his
living room. that truly helps people in some way.
http://www.WorldsTopMarketers.com 357
mike mcgroarty
How did they treat their customers when they first started? Did
they treat them like some kind of a machine that's only purpose
was to bring them cash? Or did they bend over backwards deliv-
ering world class customer service to make sure those custom-
ers kept coming back year after year?
McGroarty does not have
any kind of a background
working with computers. I think you know the answer. The millionaires in your home-
He has worked in land- town did not get wealthy because they set out to get rich from
scaping and meter
the onset. They got wealthy because they did a lot of good, and
reading, so learning how
to use a computer was a provided their customers with the best service they could. They
challenge, let alone treated those customers with respect, and went the extra mile
learning website design
every single time they got the chance.
and internet marketing.
Step 2.
Discover your passion. What is it that you are passionate about?
There is one thing that you enjoy doing more than anything else.
What is it? Baking bread, fixing cars, decorating mailboxes?
There is something that you are passionate about. Take that pas-
sion and give it a unique twist and turn it into an on-line busi-
ness.
http://www.WorldsTopMarketers.com 358
mike mcgroarty
How did our little nursery get so famous? I made it that way. It's
my passion! I created a website about it, I write articles about it,
I get magazines and newspapers to write about it, and I even
managed to get it featured on a television show. I love my little
nursery, and I tell everybody about it!
McGroarty began study-
ing marketing back in
the eighties when his Through my website and all this publicity I find other people
landscaping business was that share my passion. They gladly pay me good money to learn
failing, and he has since
what I do, and how I do it. I wrote a little book and a few reports.
become very proficient
in the area of marketing I made some homemade videos about it. And I do mean
and advertising, and he "homemade".
attributes much of his
internet success to these
skills. He now teaches My customers love the videos, even when the screen goes blank
those skills to others for a few seconds because I really don't know how to make vid-
who aspire to achieve
eos. They don't care. They love the videos. Why? Because my
success on the internet.
home brewed videos teach them how to develop their passion
into a small business. My customers are extremely grateful for
what I do.
Forget about trying to get rich. Instead find your passion, and
turn it into an on-line business. No matter how much or how
little money you make, you will be rich in a way that most peo-
ple never get to realize.
Step 3.
Start writing about your passion. Take a stack of 3 by 5 index
cards, and start writing ideas on them. One idea on each card.
Write as fast as you can. Just keep putting one idea on each card,
until you have at least 200 cards, 500 cards, or whatever number
you can come up with. What kind of ideas should you write?
Write an idea for everything you know about your passion. Every
little detail that you've learned over the years.
http://www.WorldsTopMarketers.com 359
mike mcgroarty
For instance. Did you know that the best wheelbarrow in the
world is a "Jackson"? A Jackson wheelbarrow is designed in
such a way that you can load it so that the bulk of the weight
rests on the wheel and not the spine of the "wheelbarrow pusher".
I'll bet you didn't know that did ya? I know it. And if I include
that one little tidbit along with a hundred others, I've got a sale-
able product that others are willing to pay me money for.
Your brain is packed full of little tidbits about your passion. Write
them index cards. Once you have completely exhausted every
possible topic for your index cards, begin sorting and organiz-
ing your cards. When you are done you will have the outline for
a product that others will pay you money for.
Step 4.
Create a website about your passion. Make it the best website on
the net about your subject. Make it a fun and friendly place for
people to visit. Make it so good that people who share your in-
terest will stop by at least once a day. On my http://
www.homemadebooklets.com website I've posted an article,
"Internet Secrets Revealed". This article contains 51 tips that I
believe can make any website successful. Print a copy of this
article and use it as your guide.
Step 5.
Offer a few products for sale from your website. On my garden-
ing site, http://www.freeplants.com I offer a wealth of garden-
ing information free of charge. I sell my book, but the products
that sell the best are the products that teach people how to make
money selling plants. Design your site in such a way that each
page gently leads your visitors to your sales page.
http://www.WorldsTopMarketers.com 360
mike mcgroarty
My http://www.homemadebooklets.com is a great example of
how this is done. This entire website is designed to sell one sim-
ple product. But it is done in such a way that the visitors learn
plenty about selling on the internet as they are introduced to my
sales message.
Many people just browse, learn what they can, and leave with-
out spending any money. Others want to learn every detail they
can about how I sell tens of thousands of dollars worth of my
homemade products on the internet so they buy my e-book, "The
Step by Step Internet Success Formula". I offer plenty of free
advice from the message boards at both of my sites. That's what
keeps people coming back day after day.
Step 6.
Make your product digital. Create a simple information product,
a 25 page report is great for starters. My best selling product is a
25 page report that sells for $19.95. Then convert it to a digital
format that can be delivered electronically. This sounds really
complicated, but it's not. I was really intimidated by the idea of
creating a digital product. When I finally looked into it, I couldn't
believe how easy it was using Adobe Acrobat.
Step 7.
Set up an affiliate program so that other internet marketers can
earn money for helping you sell your digital products. This is
much easier than you think. As a matter of fact, it is as simple as
can be.
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mike mcgroarty
All I have to do is let other internet marketers know that I have
an affiliate program, and that they can earn money simply by
putting a link on their website. You can learn more about
ClickBank at my website.
It really is that simple, but many people insist that making money
on the internet has to be more complicated than this, but it's not.
http://www.WorldsTopMarketers.com 362
WOULD
YOU
LIKE TO
MAKE
MONEY
ON THE
INTERNET?
Then sign up for Mike McGroarty’s Free Report
Series, 37 Secret Money Making Strategies.
http://www.WorldsTopMarketers.com 364
dale armin miller
And at least five-percent of affiliates enter an incorrect email
address. (In case you're thinking, "Well, email addresses can be
hard," the 'mail' part of 'hotmail.com' is frequently misspelled.)
The last thing I suggested is that the link actually lead some-
where!
http://www.WorldsTopMarketers.com 365
dale armin miller
I could be eating a pizza and watching a video right now. But
I'm not. I'm writing this. Is that because I love writing? Because
I hate myself? Because I was trained with good work habits?
No. It's simply because I've been rich and I've been poor, and I
prefer being rich.
But there's a cost. For example, right now I am not eating a pizza
(which I like a lot) nor watching a video (which I would find a
whole lot more interesting than staring at my blank word proc-
essor!).
Don't worry: This *is* about you and is *not* about trading ...
nor even about affiliates.
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dale armin miller
“ .... a trader [entrepreneur] is only going to allow himself as
much money as he feels he is entitled to
-- REGARDLESS OF HIS CONSCIOUS INTENTIONS."
If I could tell you how, I might suggest you overcome your un-
conscious fear of success.
Notice
So I suggest you notice where you tend to sabotage yourself:
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dale armin miller
But being aware does allow you to notice when and where you
tend to sabotage yourself. And it allows you opportunities to
STOP.
http://www.WorldsTopMarketers.com 368
You want people to see your webpage.
How?
http://TrafficMultiplier.com
russ phelps
Russ Phelps is a
Seven Steps To
Killer Ad Copy
master copy writer and
marketing consultant.
www.russphelps.com,
(858)831-1668
Introduction
Welcome to this course “7 Steps To Killer Ad Copy” My name
is Russ Phelps, and I’m your “Tour Guide” through the world of
killer copy writing. Before we begin, a few words about what to
expect.
First, you won’t get any fluff, airy theory, or re-hash of old con-
cepts that don’t work any more. There’s already too much of
that floating around these days.
Second, what you will get is the truth about what I’ve learned
from my actual experience of writing thousands of marketing
pieces for more than 600 clients since 1978. I’ll take you inside
the actual 7-step process I personally use to write killer copy.
This process actually works, as proven by the results from my
confidential client files, and my own experience with my per-
sonal projects.
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russ phelps
And that’s the main reason why most ad copy and marketing
tactics are anemic, weak and ineffective. Frankly, about 80% of
the ad copy I see is:
● full of puffery instead of power;
● loaded with generalities instead of specifics;
● full of sound and fury, signifying nothing.
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russ phelps
4) PRICE. (How much does it cost?)
6) What are the FEATURES of the product? (All facts and speci-
fications.)
12) What is the SCHEDULE? When do you want it? Any dead-
lines or project schedules we should be aware of?
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russ phelps
13) Who is the MAIN PROSPECT? In business, what is his
title/responsibility? What are his biggest goals, concerns, fears,
hopes and dreams, attitudes, possible objections? How will he
use your product to get ahead or keep from falling behind? For
consumers, what main interests/desires/fears/hopes and dreams
does it appeal to?
14) Who (if any) are your SECONDARY PROSPECTS Are there
enough prospects in this secondary niche to create specially tar-
geted copy versions that appeal directly to them?
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russ phelps
22) What is the METHOD OF PAYMENT? Cash with or-
der; bill-me later; purchase order required; Credit cards – VISA,
MasterCard, American Express, Diners Club, Discover?
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russ phelps
WARNING: If you try to weasel out of getting the answers to
these questions, you might be a “marketing accident waiting to
happen.”
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russ phelps
1) Got the completed Client Questionnaire from the client.
2) Interviewed three key people at the client company and took
careful detailed notes on every aspect of their business.
3) Got copies of every ad, mailing piece, brochure, press re-
lease, etc. they had ever used, with data on how they used it,
what the results were, etc.
4) Got copies from them of every competitor ad they had col-
lected.
5) Contacted six of their competitors, acted like a prospect, col-
lected all of their marketing literature, talked with their sales
people, and took copious notes on how they acted, what sales
approaches they used, what I learned, etc.
6) Bought and read the four best books I could find on the same
subject as The Corporation Manual.
7) Called and interviewed five of the client’s key customers.
After that, I took the next step, which I will reveal to you in Step
Two.
By the way, you may ask, what was the result of my ad copy for
Laughlin Associates? Well, I’ll let them speak for themselves:
“We tested you against seven other copy writers and our own
in-house control (which we had used for more than five years).
Your mailing piece beat second place by more than 3 to 1 in
sales! Since then, the only one who has been able to beat your
control is YOU, with your steady stream of new copy ideas and
marketing innovations. Not only that, the series of 17 back-end
sales letters you wrote has been converting leads to paying cus-
tomers in droves -- and the direct mail pieces you wrote promot-
ing our seminars have been filling the room consistently.
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russ phelps
“We’ve been successful in business since 1972, but you increased
our customer base by more than 50% in just three years! You’re
a genius! Keep it up!”
In making your offer, you have to make them want what you
have so much more than the money they have to pay you to get
it, that they will quickly do what you ask them to do in order to
“seal the deal” and buy from you. Simple as that.
But, before we do that, think about, then answer, these two ques-
tions:
1) What’s the biggest promise you can make, that you KNOW
you can fulfill?
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russ phelps
2) What’s the MOST you can offer for the price you are asking,
without hurting yourself?
It’s vital that you answer these two questions, because, as a seller:
2) You might be trying to get as much as you can from the buyer,
while holding back what you could be giving in return. You’re
not really “going the extra mile.”
If so, don’t worry. You’re just being human. (We are amusing
creatures, aren’t we?)
Now that you know that about yourself, also please realize that
if you act on these impulses, you will lose sales and profits!
1) Make the biggest promise you can, that you KNOW you can
fulfill
2) Give as much as you can for the price you are asking, without
hurting yourself. In other words, give until just before you say
“Ouch – I’ll LOSE money if I do that!”
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russ phelps
These are offers you make to “buy business”, in which you in-
tentionally take a loss on the front end in order to get a customer
that will make you profits on the back end.
For example, record and book clubs give you tons of product for
peanuts when you join. They happily lose money on the first
order, because they know they will make money from your back-
end purchases. Another example is giving away something for
FREE in order to introduce yourself to a prospect.
2) Price
3) Terms
4) Guarantee
Now let’s look at each key component in turn, and I’ll give you
some suggestions you can test to jump-start your thinking.
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russ phelps
1) Product & Bonuses:
Basic Product or Service
FREE gift – for inquiring, trial order, or basic purchase.
FREE bonus – multiple bonuses for basic order
FREE bonus – more bonuses based on size of order
Surprise FREE bonus for bigger purchase
2) Price:
Discount introductory offer
Discount for paying cash
Refund or rebate after trial
Early-bird discount – price goes up the longer they wait
Quantity discount
3) Terms:
Cash or charge in advance
Bill-me later
Charge my card in 30 days unless return for refund
Cash, check, credit card, barter
Time limit – this entire offer expires within 10 days
Time limit for bonuses – order within ten days and get this extra
free bonus
4) Guarantee
Promise refund for any reason at any time
Unlimited, unconditional lifetime guarantee
Time limit for refund – 30-day, 6-month, one-year, lifetime
Keep the bonuses just for trying even if you request refund
Double or triple your money-back if not satisfied
Performance guarantee – money back if you don’t make at least
$____ within one year using our system
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russ phelps
Now create your “Offer Architecture.” This means you make a
series of offers that create a relationship with the prospect, then
build the relationship through making a series of offers to up-
grade them to a long-term buyer of your product/service.
1) FREE offer
2) Introductory offer for your “flagship” product
3) Upsell to your next back-end product
4) Offer your complete product line, catalog, etc.
5) Offer back-end support services such as consulting
6) Create joint ventures so that you offer the products/services
of other companies who serve the same market you do.
7) Create joint ventures/affiliate programs whereby you offer
your products/services to other companies’ customers in order
to further build your customer base.
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russ phelps
Do the math for your business. You may find, that if you get
10,000 prospects, and orchestrate your Offer Architecture prop-
erly, you are well on your way to creating a fortune. Hooray!
Simple as that.
This is a Feature:
* briefly put, it’s a fact about your product – size, shape, color,
specifications, performance, durability, maintenance required,
etc. – as well as what it does and does not include in its basic
package, if applicable.
This is a Benefit:
* it’s the favorable result(s) the buyer gets, enjoys or derives
from buying and using your product! This includes both tangi-
ble and intangible benefits.
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russ phelps
So here’s your homework:
In your copy, you will write selling sentences that weave the
two together.
For example:
“This widget will save you tons of time and money, because of
the state-of-the-art chip that out-performs the next best model
three to one according to the latest independent research tests.”
People buy benefits that will satisfy the two prime motivators
that drive all people.
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russ phelps
You must promise that they will:
Get more of what they want,
And/or avoid losing what they have,
And/or avoid losing the opportunity and/or promise of getting
more in the future
The key is to get the reader to focus the prime motivators onto
your offer, and to become convinced that buying from you is the
next thing they must do before anything else in order to move
ahead in life.
You may have heard that 80% of the success of any ad is de-
pendent on the headline. This may be true. No matter what, if
the headline doesn’t hit ‘em between the eyes, and arouse enough
interest to keep them reading, you will not sell them.
Simple as that.
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russ phelps
Here are some of the most powerful headline types you can use:
1) Benefit Headline
2) Offer Headline
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russ phelps
3) Testimonial Headline
4) Problem/Solution Headline
Take your target reader’s biggest problem that you can solve,
and build a headline around it that offers your solution. For
example:
“Jock Itch?
Cruex.”
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russ phelps
5) Guarantee Headline
Make your guarantee right up front in the headline.
For example:
Write at least one headline for yourself using each one of these
models.
Then, test each one to see what pulls the best response.
Think of how much more profit you will add to your bottom line
with only a 10% increase in response.
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russ phelps
STEP #5: Weave The Web
1) Headline
2) Subhead(s) that elaborate on the headline
3) Opening or first paragraph that elaborates on the headline
and/or subhead(s).
4) Benefit – Feature – Testimonial cycle. Here you state a ben-
efit, tell the feature that delivers the benefit, and include a buyer
testimonial that proves they enjoyed that benefit. For example:
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russ phelps
9) Scarcity – offer won’t be “on the table” for long, because…
10) Call to action – ask for the order NOW
11) P.S. Here you can restate the offer, add on another bonus
for ordering within the next ten days, warn the reader of what
they will miss if they don’t order NOW, use another killer testi-
monial, etc. Many readers scan the letter and see the PS before
they read the entire letter, so make your PS count!
12) Order form or other response device. Elements to include
here are: re-statement of your headline, offer, guarantee, call to
action, payment information, all ordering options, your contact
info, etc. A good order form will tell the reader everything they
need to know to buy from you even if they never read the rest of
the ad!
And there you have it! There are many other variations and
options you can use in an ad, but this basic outline will work in
many of the cases you will confront in your advertising efforts.
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6) Have you listed all the credible reasons why a buyer should
buy from you NOW?
7) Have you listed all the reasons why you are a better choice
than your competitors?
8) Have you chosen what elements to TEST – price, offer, me-
dia, guarantee?
9) Have you chosen the format? Sales letter, space ad, web page,
email, postcard, insert, TV, radio, press release, etc.?
10) Do you have a clear mental picture of the buyer? Do you
really know what makes them tick?
11) Are you set up to receive orders in the way(s) the buyer
wants to buy from you?
12) Have you overcome all the weak points, if any, in your offer,
and introduced and overcome any objections in the copy?
13) Have you had someone read your copy OUT LOUD to hear
how it flows in the buyer’s mind when they read it? And have
you smoothed out any rough spots, so it flows like a greased
slide from opening to close?
14) Is your call to action as strong as it can be?
15) Have you used all the appeals to Greed and Fear that are
appropriate?
16) Have you introduced scarcity and urgency?
17) Have you created a “self-contained” Order Form or Response
Device with all the elements from Step #5? Could the buyer get
all the key info here even if they never read the whole ad?
18) Is your copy full of enthusiasm, passion and promise?
19) Does the worst skeptic you know really believe your ad?
20) Are you sincerely proud of what you are doing?
If you have passed the test in this checklist, then go back and re-
write your final draft. Then run the ad and get ready to count the
money!
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russ phelps
STEP #7 - Keep Your Creative Juices Flowing
Many people feel they are just not creative. It’s true, some peo-
ple are more talented and creative than others, and some have
their creative muscles in better shape than others. But, let’s face
facts. Writing ad copy is not writing a Shakespeare sonnet, paint-
ing the ceiling of the Sistine Chapel, or composing a Bach fugue.
1) Collect and study ads in your field, and many others. Create
a “swipe file” of ads, sales letters, bookmarks of URLs of key
web sites, etc.
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russ phelps
4) Visit and participate in discussion forums and newsgroups in
your areas of interest, and a few that you have NO interest in.
It’s amazing how one idea or approach in an odd field can be
applied or modified to solve a challenge you face in your own
life and business.
5) Think outside the box, then bring those ideas into your exist-
ing box in order to enlarge it. Keep growing your box, and you’ll
grow too.
8) Stay crazy. Most copy writers I know are at least a little ec-
centric (including me), and some of them are downright crazy
compared to most people who have “real jobs” or wear suits all
day. That’s good. I guess it goes with being creative, but don’t
quote me on that or I’ll go crazy.
9) Laugh, sing and fool around a lot. Humor, music and play
somehow get the creative juices flowing, and help disarm the
left brain logic to let good ideas bubble up from the unconscious.
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russ phelps
10) Get physical. Besides hiking, get fresh air, exercise, dance,
make love, move your body. It keeps your brain fresh, fed with
oxygen, and flowing with “happy chemicals.”
14) Get out of your ivory tower if you find yourself stuck in
one for too long. Mix with people. All kinds of people. Ask
them open-ended questions. Act like a journalist from time to
time. Ask: Who? What? When? Where? Why? How?
15) Spend at least one day a week NOT writing copy or think-
ing about business. It helps you stay fresh and avoid burnout.
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russ phelps
17) Once in a while, break a habit or a routine, and/or substitute
a new one. Adopt a whole new way of doing something you
normally do. Ultimately, be willing to change anything and eve-
rything about your life if you find it serves your “Higher Life
Purpose.”
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raleigh pinskey
What? I Really
“15 minutes of fame?”
Can Make
Hundreds of
Believe me, you’re
entitled to so many
more! If you want to
brand your company,
service, product or
Thousands of
yourself locally, nation-
ally or to the global
media village, Raleigh
Pinskey will get you all
the “15 minutes of fame”
Dollars a Year
that you can handle!
The next two shows I did from my cell phone. I sold one hun-
dred and sixty books and three hours of consulting at three hun-
dred dollars an hour. I took the rest of the day off. Not bad for a
days work, wouldn’t you say?
I have been on one hundred and twenty radio and television talk
shows around the country, as a result of which I have made hun-
dreds of thousands of dollars in book sales, consulting fees and
speaking fees.
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raleigh pinskey
Yesterday, a listener to my Internet radio show at Success
Talk.com emailed me an offer to come to Austria to teach a mar-
keting course at the University.
And if you have a fulfillment house take those toll free numbers
you're ready to move on to the next interview as soon as you
hang up. No muss, no fuss and no hassle. Now do you see why
talk shows are such a fantastic, untapped marketing tool?
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raleigh pinskey
Why do they call getting on talk shows free advertising?
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raleigh pinskey
Her crafted pitch letter got her on three radio talk shows lasting
20 minutes each, six minute segments on two community ori-
ented TV shows, and a feature in the Lifestyle Section of her
local newspaper. Six free interviews which would have cost her
over $100,000 in advertising costs.
The Raleigh Group ~ A
Viz-Ability Marketing &
PR Company, in business Her well designed interview brought her a $250,000 salary to
since 1980, specializes in spearhead a cleanup campaign project in a neighboring town. It
all facets of Online and
also increased the foot traffic into her store, raising her business
Offline PR and marketing
needs. She’ll make a by 15% in a period in six weeks.
household word out of
your name or brand. She
*It’s a fact – talk and news shows will sell your product or serv-
provides insights into
image building, brand ice or book.
recognition, and public
relations. And she gets
*It’s a fact – talk and news shows offer you a great branding
you much more than just
your 15 minutes of vehicle.
fame.
*It’s a fact – talk and news shows add credibility, and credibility
Her client roster history
is filled with entrepre- sells what you offer.
neurs, books and musi-
cians--including Sting,
*It’s a fact – talk and news shows provide you with the third
KISS, Paul McCartney and
Blondie—the first party endorsement that prospects need to solidify their decision
Chicken Soup for the making process.
Soul book, comedians
Robert Klein and Richard
Jeni, thousands of small Remember what P.T. Barnum said: "Without promotion some-
business people and The thing terrible happens, NOTHING." Well the follow up to this
Bronx Zoo’s A Great
could be: "Without a great interview something terrible happens,
Snake named Jake.
no one will know about your promotion."
I’m not convinced. Why expend the effort to send out pitch
letters and make the follow up calls? What are the benefits?
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raleigh pinskey
A radio interview I set up for a client lead to a full page newspa-
per article in the Los Angeles Times, worth $35,000 in "free
print advertising" costs. But that wasn’t all. With proper data-
base romancing that story attracted hundreds of thousands of
dollars in new clients and product sales.
Raleigh breathed life
into the $5,000 Marilyn
Monroe and Elvis Doll, I was able to generate new and meaningful foot traffic for both
launched the interna- a bakery and a hardware store, saving them from going under
tionally respected QLink
with an aggressive talk show and print interview campaign based
Electro Magnetic Field
protective pendant, around in-store lifestyle events with music, tasting and sampling,
Callanetics fitness lectures.
regime, and the original
singing telegram com-
pany Music Box. The radio station liked it so much they agreed to my request for
a weekly food show, broadcast live from the bakery shop. Peo-
She fed samples to
ple loved to stop by and talk about their business and issues and
Grand Central Station
rush hour railroad recipes.
commuters to promote
Gourmet To Go, a
How many talk show stations are there?
take-out menu book,
businesses, cult movies,
magazines, daytime There are over 10,000 commercial and non-commercial radio
players, and jingle
stations in the United States. 1,000 of these stations are full time
writers.
talk radio, and even the morning music shows take guests.
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raleigh pinskey
Don't turn away from these topic specific programs until you've
determined that you have nothing to tell or sell them. And actu-
ally, you should leave that up to the station to decide that.
The guides have good intent, and with all the market changes
the list is often obsolete before it is printed. The best list is one
that guarantees updates within the year.
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raleigh pinskey
What’s more important, listeners or wattage?
*Work smarter not harder. Wouldn't you rather just hit the big
ones and reach way more people? Do you really want to spend
valuable time & money on all the little stations that are inevita-
bly in there? Drive time, daytime, overnight, all the top rated
shows in the market. Save time and money and most of all, save
your energy wrapped up in doubt when you have this disk to
work from.
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raleigh pinskey
How important is it to have a Web site?
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raleigh pinskey
OK, I’m set and psyched. Can I just wing the interview or
do I need to prepare?
Before you go pick up that phone and write that pitch letter, I'd
like you think about this. Giving a great interview is not a fly by
Contact her for a free 15
the seat of your pants thing. You need to know how to give a
minute-15 Minutes of
Fame consultation and great interview. It's worth the knowing how to give a great in-
see how you can help so terview, it's worth knowing the ins and outs, it's worth the aggra-
many more people.
vation to prepare, it's worth the time you'll spend preparing.
The Raleigh Group ~
A Viz-Ability Marketing
& PR Company serving UCLA winning Coach John Wooden was very serious and very
your Online and Offline
committed to practice. He would imprint his feelings about prepa-
branding needs.
3524 Poinciana Place, ration for the game with what became a much quoted Wooden
Suite 605 legacy. " Failing to prepare is preparing to fail."
Lake Worth FL 33467
561-967-0447,
800-249-7322 What the practice will do will get you this compliment from the
www.promoteyourself.com media: "You gave a great interview, I'll use you again when we
raleigh@promoteyourself.com
need a spokesperson on the subject." These are the words you
should long to hear. This should be the music of more sales that
you want your ears to hear. To be told you give great interview is
definitely a goal to have.
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raleigh pinskey
No matter if the host strays, if you have written copy you can
always go back to any point you feel is necessary.
Write out all the questions you want them to ask you during the
interview and make sure you give i, mail it or fax it to them.
Many will be grateful; others will think you're trying to lead
them. But as Ghandi said, "If you don't ask you don't get."
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raleigh pinskey
What happens when a comment is made "off the record" is this.
The interviewer puts it into his cerebral computer and really in-
tends never to reveal your confidence. Time passes and he/she
remembers the information but doesn't remember who said it,
and the "off the record" memory has also gone by the wayside.
So they repeat the information as if it were an OK thing to do.
Most times "off the record" memory is innocent, but can be det-
rimental to ones health nonetheless.So be very careful of "off
the record" comments. Remember it this way: The interview
really begins when the microphone is turned off and the note-
book is put away.
Unless of course this is exactly the tack you wish to take to make
your point. But then again, even an activist's have been known
to exhibit class. Remember, you catch flies with honey. And the
media won't ask you back if they hate you as an interview. They
will if you're controversial yet cooperative to their needs as well.
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raleigh pinskey
6. Good media people have highly developed interviewing skills
and know how to uncover a newsworthy story. Many thrive on
gossip and will try to set you up to comment on rumors or to
give credence to hearsay. They will sometimes make an outra-
geous statement to stimulate an unconsidered reaction from you.
Always be alert and aware of why you are talking to the re-
porter. There is a tendency to ingratiate yourself with a reporter
during an interview because of the pressure that results from the
interview situation. Don't go overboard to be friendly and help-
ful, particularly if you don't know them well. You are there to be
helpful to the cause....not to please them.
(If it's a print interview you should always bring a tape recorder
to your interview. That way, having a record of what you say
can be a great protection to you, and peace of mind. When doing
an in-person radio show ask them to record it simultaneously to
give to you But always be prepared by bringing your own cas-
sette, just in case. But if a journalist is interviewing you over
the phone it's usually fruitless to ask for a copy. So go to your
local appliance store and explain that you want to tape a phone
interview.)
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raleigh pinskey
Be aware that tape recorders can be a friend or a foe. Think care-
fully before you answer. You can't tell a tape recorder to forget
that, nor can you claim to be misquoted, nor can you claim you
never said that. And remember not to say anything off the record,
even if they shut it off.
Raleigh Pinskey, media
consultant and PR to the
stars for 22 years is the 8. Knowing the personality and modus operandi of the inter-
author of 101 Ways to viewer is crucial. No two work the same the way in an interview.
Get on Talk Shows,
You must be prepared to adapt to each. Read their writings,
complete with killer
pitch letters, tracking listen to the radio show and watch the TV segments. Remember
sheets, pitching scripts what Coach Wooden said.
and a database of
1,364 Top Stations with
incredible listener 9. Never argue with the person interviewing you. Never lose
numbers updated every your composure. You may be interrupted in mid sentence, not
6 months to keep up
because he/she is being rude - but because there is a deliberate
with constantly shifting
radio personnel. technique to let you know they're dissatisfied with the answers
Available at you're giving, just to provoke you into giving an unconsidered
www.promoteyourself.com,
response.
800-2HYPE22 , 561-967-
0447
The solution: respond more directly and clearly. Keep on track.
Never challenge them out of anger and frustration. Never an-
swer a question with a question.
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raleigh pinskey
Before or after an interview, be wary of engaging in friendly
conversations. These are usually designed to provide them with
more information than you are prepared to provide at the time.
It is also another way to get you to give them exclusive quotes.
Good interviewers know that you are more likely to respond
spontaneously when you are in a distracted state of mind, and
they will exploit the moment. Keep in mind that the media lives
to Carpe Diem....Seize the Moment, and you should live to Ca-
veat Emptor....Let the Buyer Beware!
But most of all, remember that the person conducting the inter-
view is only doing his/her job, which is to ask questions they
know will make a more interesting story for their audience. He/
she will report and utilize anything you say that will help ac-
complish this objective. Your responsibility is to say only those
things that help you achieve your objectives, while meeting the
needs of the reporter.
1364
TOP RADIO
Most Comprehensive Database Of TOP Radio Shows Ever Compiled
*Get DESCRIPTIONS OF EACH SHOW and directly target the right shows
TALK & NEWS *Know HOW MANY LISTENERS these shows really had
SHOWS ON DATABASE! *Be able to SORT ALL THE SYNDICATED SHOWS with a single keystroke.
You get direct e-mail addresses to the majority of the hosts Quality, Not Quantity No-Risk, Lifetime Money Back Guar-
or producers ... DO NOT use this for SPAMMING! antee
Website,Ezine or
has made the transition
to marketing online. His
latest software product,
EzineAnnouncer, has
received praise from
Affiliate Program
ezine publishers across
the globe.
NO exposure = NO sales
So, what's your approach to getting the word out -- search en-
gines. . .FFA links. . .sit and wait?
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jason potash
There's one catch. It requires 30 minutes of your time.
EzineAnnouncer is an
The technique I'm referring to is 100 times more effective and
automated submission
product targeted to- doesn't cost you a cent.
wards those that want
to take advantage of
So what's the secret?
promoting their own
opt-in newsletter, and
marketing their ezine Writing articles.
articles, as a means to
generate mega
subscribers and profits. The concept is simple. First, you write an article about a topic
that you feel comfortable with. Then, you blast the article out to
other ezines and request that they publish it.
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jason potash
What's the key to making this work?
The easy part is, you're already connected to the most powerful
and robust research tool in the world -- the Internet.
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jason potash
Simply hit the search engines on your chosen topic (i.e. garden-
ing) and you'll instantly get hundreds of ideas.
This is the easy part. Once you've written your article, 80% of
the hard work has been done.
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jason potash
http://www.ezinearticles.com
http://www.certificate.net/wwio
http://www.ideamarketers.com
http://www.netterweb.com
http://www.articlecentral.com
http://www.dime-co.com
http://www.zinos.com
http://www.WorldsTopMarketers.com 415
The World’s Top Marketers Use The Power
Of FREE Advertising ...
Do YOU?
What FREE advertising system are we talking about here?
You write one new article per month (takes 1 hour), and blast it
out to other ezine publishers. Many ezine publishers are always
looking for fresh new content.
Just think ... get your article published by one ezine (elec-
tronic newsletter), and your message is instantly broadcast to
thousands of readers!
So, how do you get started? Where can you begin promoting your
articles right away? How can you locate hundreds of ezines that
want your articles?
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melvin powers
Q. In the 40 years you have been in the business, what has
had the greatest impact on your career?
Reading the book How to Write a Good Advertisement by Victor
O. Schwab. I scan the book for ideas before I write any advertis-
ing copy. I taught mail order seminars for many years at most of
In an age of million-
the colleges in the Los Angeles area. It kept reminding me what
dollar advances and
lavish book tours for I should be doing in practice as well as in theory. Advising my
superstar authors, Melvin students what to do were good lessons for me.
Powers's Wilshire Book
Company inauspiciously
sells more than half of its Q. Have response rates for Classifieds dropped away over
books by mail. Mail order time, and, if so, to what level?
selling is Powers's first
The response has dropped but we still get excellent results from
love, and it's how his
multi-million dollar our direct mail that we send out from the readers requesting our
publishing empire began. material. Currently our bestselling mail order book is Making
Money with Classified Ads by Melvin Powers. The book is highly
As a teenager in Boston,
Powers subscribed to motivational and contains a wealth of practical information based
Popular Science maga- on my running thousands of classified ads over the years. Inter-
zine and occasionally
estingly, it is the only book on the subject of making money with
read the classified ads in
the back. An avid chess classified ads. That's finding a niche and taking advantage of it
player, he noticed an ad by filling that void. We run classified ads just referring the reader
for a chess book and
to our Web site address. It works perfectly.
sent away for it. When it
arrived, he decided he
should sell books by mail, Q. One of the secrets of successful Direct Response TV is
too.
buying the airtime at a significantly discounted price. Is this
also a key factor in successful classified advertising?
It's not a factor in my advertising. You can usually get so much
of a discount for a 12 time run. That isn't going to make the
difference in the success of the ad. Remember the first sale is the
beginning of the customer buying other books in the same genre.
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melvin powers
Q. What's your favorite mail order trick, tip or technique?
Before I write a new book, I write a four-page letter testing the
results with some else's book. I did that before I wrote my book
How to Get Rich in Mail Order. When I had sold 3,000 of an-
other mail order book, I knew my ad copy was sound. All I had
"I started in the mail-
to do when my book was published was to substitute the title in
order business when I
was 16 years old," says the ad.
Powers. "It was my hobby,
running classified ads in
Q. How regularly do you communicate with your mail or-
the same magazines that
I was reading—Popular der customers, and by what means?
Science and Popular Whenever we have a new book of interest. We do it by e-mail.
Mechanics. I began selling
books on chess and then,
one-by-one, added new Q. If you were about to launch a new book, in a totally new
titles and new subjects." category, what steps would you consider essential to that
book's success?
At first, he bought books
from publishers at Write an ad for the book and see if it sells. See previous answer
wholesale and sold them about favorite techniques.
for retail. As he got each
order he sent it out with
a flyer advertising the Q. Do you test different cover artwork for your books, and,
other books that he had. if so, are the results meaningfully different?
And he's still basically
Yes, you can get a great difference because of the cover. I write
doing the same thing—
running almost the same forewords for many of the books that I publish. Because my
ad. "The formula is still name is on millions of books, many readers know my name and
working after all these
that helps to launch the book. They will read the foreword in the
years," he says with a
chuckle. bookstore or I'll include the foreword in my literature that I send
out. That usually gets them hooked.
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melvin powers
Q. Can the average person make money in mail order?
Yes. There is nothing unique about the thousands of individuals
who are successfully making extra money in mail order. They
are following sound mail-order techniques--techniques you can
learn from my book How to Get Rich in Mail Order or audio
His first venture into
publishing was a book
cassette program Mail Order Millionaire, which includes a copy
called Hypnotism of my book. If you are willing to invest the time necessary to
Revealed, which he attain your financial goals, I'm willing to help you.
wrote himself. "There's
no money in having
someone else publish Q. Do I need an office?
your book," Powers No. Conduct business from your home until your volume neces-
explains. "I was a bud-
ding entrepreneur, so
sitates moving into business quarters. Keep overhead to a mini-
instead of getting a mum.
small percentage as a
royalty from another
publisher, I decided I
Q. How do I know how much inventory to order?
might as well publish Initially, whenever possible, make arrangements to have mer-
the book and sell it chandise drop-shipped until you can estimate how much inven-
myself."
tory to carry. Drop-shipping means that orders are shipped to
It was a good decision. your customer by your supplier upon receipt of your instruc-
Now, 40 years after tions and payment. This is done only after you receive payment
moving to Southern
California, where he
from your customer. Thus, you avoid spending money on inven-
started Wilshire Book tory and can concentrate on sales.
Company, Powers
publishes all of the
books he sells. Wilshire
Q. Can you recommend a gift supplier who will drop-ship?
Book Company, which I enthusiastically recommend Specialty Merchandise Corpora-
began on Wilshire tion. This company was founded in 1946 and has supplied mail
Boulevard near down-
town Los Angeles (hence
order dealers with a reliable source of products from all over the
the name), is privately world. You can select from over 3,000 items. Write to: Specialty
held by Powers. The Merchandise Corporation, Mail Order Dept. 322, 9401 De Soto
company employs 21
people and sells about a
Avenue, Chatsworth, California 91311. If you are in the Los
million books a year. Angeles area, you can visit the showroom and see merchandise
on display. The showroom is open Monday through Saturday.
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melvin powers
Q. In which magazines should I advertise?
The same ones that other mail order companies use to sell prod-
ucts similar to yours. These magazines, which consistently run
the same ads, are the survivors of the trial-and-error method of
choosing media employed by successful advertisers. That doesn't
Powers's first big pub-
lishing success came in mean you can't experiment. Hunches sometimes pay off. But
the early 1960s with customers, by habit, have become programmed to look in par-
Think and Grow Rich by
ticular publications for specific types of merchandise. I advise
Napoleon Hill. Even
though it had been you to take advantage of the publication's ability to attract a
published in hardcover large audience that is interested in the type of merchandise you
years before, it was
have to sell. Then your challenge will be to attract the attention
Powers who first asked
the question, "Why isn't of potential customers and sell them your product or service
this book available in from the ad, or motivate them to send for further information.
paperback?" He bought
the paperback rights and
has since sold millions of Q. I have heard that some magazines will run a free adver-
copies of the book. He tisement on a product. Is this true?
published it in a trade
Yes. In my book, I devote a chapter on how you can get free ads
paperback format—a
larger size than the mass to put you on the road to riches. You should also try to get free
market paperbacks that publicity in your local newspapers.
fit into racks in super-
markets and drugstores
—the format that Q. Should I run a classified, or display ad?
accounts for virtually all My advice is to begin with a classified ad.
of Wilshire Book's sales.
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melvin powers
Q. What should I include in the advertising literature?
As much concise information as possible about your product or
service. Stress the benefits to be derived and support them with
testimonials from authorities in the field or from satisfied cus-
tomers. Include illustrations and specifications, if the items call
His biggest coup,
for it. State price, postage, and guarantee. Don't forget to ask for
however, was
snatching up the trade the order!
paperback rights to
Psycho-Cybernetics by
Q. I'm using the two-step approach to sell my product. What
Dr. Maxwell Maltz.
Psycho-Cybernetics is the optimum sales literature package?
wasn't doing anything in The literature that comprises the classic response to an inquiry
hardcover," says Powers.
is a sales letter, advertising literature that includes photographs
"Zero." But I read a
couple pages of the book or art work of the product, testimonials, guarantee, credit card
while standing in a option, toll-free 800 telephone number, postage paid reply en-
bookstore and said to
velope, and an incentive (such as a gift) for prompt response.
myself, "This is a multi-
million bestseller." However, it may not be necessary to use the optimum literature.
This is something you need to find out because of the expense
He was right. The
involved in printing, envelopes, and postage. Your objective is
Wilshire Book trade
paperback edition of to develop a mailing package that will generate maximum re-
Psycho-Cybernetics, sponse at the lowest cost. Keep testing until you are satisfied
jumped onto the
that you have achieved this. For example, you might not need
bestseller lists, and to
date has sold more than four-color circulars to sell your product or expensive coated stock
5 million copies. It's still for your mailing pieces.
one of the company's
steady sellers.
Q. Can you recommend a source that has non-fiction books
And ever since the and will drop-ship single orders?
mega-successes of
My own Wilshire Book Company drop-ships and can supply
Think and Grow Rich and
Psycho-Cybernetics, self- beautifully illustrated brochures advertising 300 books on a wide
help and inspirational range of subjects, such as astrology, chess, cooking, gambling,
books have been the
health, hobbies, humor, hypnotism, marriage, sex, parenthood,
company's primary
editorial focus and metaphysics and occult, self-help and inspirational, sports, pets
biggest selling line of and horses.
books.
http://www.WorldsTopMarketers.com 422
melvin powers
In my book, I tell in detail how I created a bestseller that took
exactly one day to write and 50 cents to produce. Following my
instructions, you could do the same. I also give you sources for
out-of-print books, records, and tapes in perfect condition at a
fraction of their original cost. These items are excellent for mail
order as they are highly profitable.
Powers still goes to
bookstores every week
or two looking for his Q. What is the best way to get started selling books?
next big find. He knows
Choose a category and contact publishers selling that particular
that the big New York
publishers, with hun- type of book. You'll find them in Subject Guide to Books in Print ,
dreds of books on their a reference guide found at all public libraries. Inquire whether
lists, sometimes let a
the publishers will drop-ship books for you. If not, order the
good one slip through
the cracks without being books as you receive the orders. When you determine which
properly promoted. books are selling well, order small quantities and gradually build
your inventory. Advertise the same way you would for a prod-
Of all the books he's
published, he's proudest uct.
of How to Get Rich in
Mail Order. "It's helped a
Q. I think I have a good mail order idea and want to run a
lot of people leave their
jobs and start a business display ad. How many ads should I run to begin with?
for themselves and Run one advertisement in the best of the publications that you
become financially
think would logically produce orders for your type of product.
independent," he says.
He also mentions Although you would get a better advertising rate by committing
A Guide to Rational Living to running three times in succession, I advise against it. If your
by Drs.Albert Ellis
first ad doesn't pay off, you'll be wasting money by running the
and Robert Harper,
and of course, next two. Generally, ads do not pull better with repetition. Run-
Psycho-Cybernetics. ning one time gives you the opportunity to revise and strengthen
your ad as soon as you have determined that it needs to be im-
proved. The rule in mail order is to keep testing to minimize
your losses and maximize your earnings. If you have written an
ad that pulls well, your potential customers will still be there
when you run your ad again.
http://www.WorldsTopMarketers.com 423
melvin powers
Q. What are the best months to advertise?
The best mail order months are September, October, November,
January, February and March. The first three months of the year
are great because people are home much more during the winter
than at other times of the year. That means more time for read-
"I'm happy with the
ing and activating New Year's resolutions for self-improvement.
books I've published
because every week Many companies do the greatest percentage of their business
people tell me how their during the months of September, October, and November. These
lives have been changed
months produce a great volume of orders, as people buy gifts for
by them," says Powers.
"It's a nice feeling." the holidays. Some products have a well-established seasonal
period. If yours is one that does, accept it, and advertise accord-
ingly.
http://www.WorldsTopMarketers.com 424
melvin powers
Q. How can I further develop a sense of what might be a
good mail order product?
By studying the repeat advertisements in publications, analyzing
the direct mail that you receive, reading success stories in pub-
lications, and reading books dealing with all phases of mail or-
der. Eventually, you'll develop that indefinable sixth sense for
knowing what is right.
http://www.WorldsTopMarketers.com 425
melvin powers
Q. What was the biggest lesson you ever learned in the mail
order business?
Love what you are doing and keep at it trying to learn from your
successes and failures. There are no secrets in the mail order
business. Read all the books you can, attend seminars, subscribe
to magazines of interest, attend trade shows, and keep up with
the successes and failures in your particular area of interest. Keep
a file of successful ads that you see running continuously. Buy
books or products from you competitor. Get on their mailing list
to see what they doing. Concentrate on marketing on the Internet.
That's where there's lots of action and immediate results if you
have a winner. Best wishes for your success.
http://www.WorldsTopMarketers.com 426
READ
AND
GROW
Lifetime Money-Back Guarantee
$12.00 (CA residents $12.96)
Order from
http://www.mpowers.com
http://www.WorldsTopMarketers.com 428
stan rapp
CRM is not just a fancier term for more focused communica-
tions or the latest incarnation of “going direct.” It represents a
recognition that the customer herself or himself is the deposi-
tory of the future value of the enterprise to be leveraged and
For 23 years, Rapp was
CEO of what has become managed for optimum results over time. It is where customer
Omnicom’s Rapp Collins knowledge and customer interaction join forces to drive growth
Worldwide, the world’s
and enhance profitability.
largest direct response
agency group with
reported capitalized Thinking of the customer as a business asset makes a significant
billings of $3 billion. In
difference. It drives the contrast between planning based on the
1988, he left the agency
for a career as author, lifetime of a brand vs. planning for a specific communication
public speaker and program and between developing a vehicle for continued seller-
consultant to top
buyer interaction vs. generating a specific response. This is why
companies on four
continents. what you do for the customer in managing the relationship (CRM)
encompasses a wide range of disciplines including direct mar-
keting, loyalty marketing and one-to-one marketing rather than
being only another term for any of these practices.
http://www.WorldsTopMarketers.com 429
stan rapp
We are in a new marketing environment as different from the
past as the change ushered in two generations ago with the ar-
rival of TV in the home. It was the time when Marshal McLuan
proclaimed that henceforth “the medium is the message.” There
In 1997, Rapp was
recruited by IPG to serve were those in denial who were slow to change but what followed
as CEO of a young and is mass marketing history as recorded in the pages of Ad Age.
talented McCann Direct
with $200 million in
capitalized billings. Our marketing communications world is once again being turned
upside down. In this new era, we realize that “the process is the
Four years later, the
message.” While the process becomes the message, we must not
name has changed
twice, the business has lose sight of the continuing importance of the creative articula-
grown seven-fold and tion in everything we do. It’s all about how efficiently and effec-
Rapp has assumed the
tively we manage the customer relationship, how we use what
Chairman’s role. Now
known as MRM Partners we know to drive what we do, how we erase the line between
Worldwide, this leading product and service, how well we move from being solely fo-
CRM marketing commu-
cused on the bottom-line each quarter to becoming truly cus-
nication agency has a
global network of 50 tomer-satisfaction focused.
offices in 35 countries.
http://www.WorldsTopMarketers.com 430
stan rapp
Remember how the legend ends:
Rapp is a member of the The preceding piece I wrote for AdAge in response to a front-
Board of McCann-
page story belittling CRM was important in restoring a balanced
Erickson WorldGroup,
the world’s foremost view. It is useful to speak up for CRM, the latest iteration of the
multi-national marketing customer experience in building brands and the incredible new
communications com-
tools available to profitably manage customer relationships.
pany; and serves on the
Board of iSKY, an innova-
tive leader in Customer No single article closes a dialog. My hope is that the article was
Care Teleservices as well
effective in presenting the point-of-view I share with many oth-
as a number of other
rapidly growing entre- ers in marketing today.
preneurial companies.
http://www.WorldsTopMarketers.com 431
Visit
www.mrmworldwide.com
See the next turnaround in the evolution from
Mass Marketing to Direct Mass Marketing
Phone: 646-865-6230
http://www.WorldsTopMarketers.com 433
marilyn ross
3. Make it easy for people to do what you want. We live in a
frantically busy world. The person who makes it simple and pain-
less for us to accommodate them will probably get their wish.
Create a list of interview questions a harried radio host can use
A member of the to interview you. Put together a panel of experts (yourself in-
National Speakers cluded, of course) so a TV producer has a canned show ready to
Association, Marilyn
presents seminars and
go. Get a tollfree phone number and credit card merchant status
training workshops for so consumers can easily order your merchandise.
associations, organiza-
tions, and corporations.
She speaks about
One political candidate distributed promotional videos to peo-
marketing, writing, ple’s front porches. A recipient reports watching the candidate
publishing, and on VCR for 12 minutes as she conveyed her persuasive diagno-
entrepreneurship.
sis of the city’s problems, her vision, and qualifications. She
Marilyn has been noted even included an office and home phone number in case of ques-
and quoted in publica- tions and ended with a reminder about when to vote. The home-
tions across the land:
The Wall Street Journal,
owner noted the date and the woman’s name on her calendar.
U.S. News & World This clever political aspirant made it easy to get informed.
Report, The Los Angeles
Times, and The New York
Times have all written
On a totally different level, during a recent trip to Home Depot,
about her and their I was intrigued to notice they now offer pick-up truck rentals.
work. Additionally, she For just $19.00 for 75 minutes customers have no waiting for
has been featured twice
on NPR’s “All Things
delivery, no wear and tear on their own vehicles, and no fuel or
Considered,” on hun- mileage charges. Home Depot makes it easy to be their customer.
dreds of radio stations, Be as flexible as a willow tree. Bend in the wind to accommo-
and dozens of TV shows
from coast to coast.
date others and you’ll experience a rush of goodwill yourself.
Recently Marilyn was
also spotlighted in a lead 4. Cultivate word-of-mouth. Getting a buzz started - people
story on CNN financial
news on the Internet.
talking about your company - is the result you desire. Do it by
soliciting testimonials and referrals; by getting publicity every-
where; then constantly recycling it. Send copies to your pros-
pects, current customers, board of directors, banker,
accountant...you get the idea.
http://www.WorldsTopMarketers.com 434
marilyn ross
By tenaciously positioning yourself as THE expert, THE place
to shop or eat, THE source for the best merchandise, you save
on advertising budgets and reap tons of free publicity.
5. Ask for what you want. Sure you’ll be told “no” sometimes,
Bitten early by the
entrepreneurial bug, at
but that’s been happening since you were a year old. If you make
nine years old Marilyn it clear to others when you desire something, you’ll also get “yes”
was making and selling a lot. Take your courage in hand and approach neighboring busi-
potholders door-to-door.
By 18 she was managing
nesses, catalogs, other professionals, or large corporations. Don’t
a women’s ready-to- feel like you need to genuflect when you suggest a strategic alli-
wear store. This led to ance. Tell them why it’s to their benefit to partner with you. When
her being the first
woman ever hired by the
you’re writing sales material ask for the order - over and over
Mervyn’s Department again. During print interviews, request that the reporter include
Store chain to be a your tollfree number and send you a tear sheet of the published
night/Sunday manager.
Marilyn has also owned
piece.
and operated a hotel and
restaurant, and previ- Just be sure to ask for exactly what you want. A stranger entered
ously headed her own
advertising/PR agency.
an apartment building and asked a young desk clerk in the lobby,
Since 1978 this savvy “Can you tell me where Max Smith lives?” The boy smiled and
business leader has replied, “Yes, sir. I’ll show you.” Six flights up, the clerk pointed
focused her energies on
the publishing industry.
to a door with the name Smith on it. The stranger pounded on
the door for a while, then commented, “Guess he’s not here.”
Through their consulting “Oh, no, sir,” answered the clerk. “Mr. Smith was downstairs in
firm, About Books, Inc.,
www.About-Books.com ,
the lobby.”
Marilyn and husband
Tom offer turnkey help 6. Apply the 80/20 rule. It all started with Italian economist
to busy professionals
who want to package
Vilfredo Pareto in the nineteen hundreds. He observed that the
their specialized knowl- wealth in Italy was controlled by 20 percent of the people. J. M.
edge in book form. Juran, one of the fathers of the Total Quality Management move-
These clients gain
greater visibility and
ment, applied the Pareto Principle to inventory management in
credibility with an 1950. The rest is history.
expertly-produced book
from the Rosses’
company.
http://www.WorldsTopMarketers.com 435
marilyn ross
This formula applies universally. You’ll get 80 percent of your
results from 20 percent of your efforts: 80 percent of your orders
from 20 percent of your customers, 80 percent of your publicity
from 20 percent of your PR contacts, 80 percent of your sales
from 20 percent of your merchandise. Your only challenge is to
In 1996 Marilyn and Tom
launched a nonprofit
identify that powerful 20 percent then concentrate all your en-
trade association for ergy there! Address the vital few versus the trivial many. Our
authors and publishers. ability to multi-task can be both a blessing and a curse. If we try
The Small Publishers
Association of North
to do many things at once, our focus - and our results - get di-
America (SPAN) has since luted. Pick your battles to win the war.
become the second
largest such organization
in the world.
7. Follow-up, follow-up, FOLLOW-UP. Do you want to call
the tune instead of paying the fiddler? Then you’d better be pre-
She was a founding pared to monitor the progress of your projects. While diligent
member on the board of
directors for San Diego
followup increases your odds for success in all aspects of busi-
Women in Business and ness, it’s especially crucial in promotion and sales. Many sound
served her local Rotary marketing plans flounder for lack of followup.
Club as president.
Marilyn is a Senior Fellow
of the Center for the Perhaps the busiest of all recipients are the media, particularly
New West, a Colorado- radio and TV producers. They are inundated with literature about
based think tank. Her
areas of specialization
prospective guests. No news isn’t necessarily bad news. We’ve
are rural entrepreneur- had things go astray here more than anywhere else. Followup
ship and home-based calls, faxes, & e-mails often net big dividends. Be persistent.
businesses. She is a
contributor to the
Stay in touch with the contacts you make at major conventions,
National Foundation for trade shows, & regional workshops. Properly worked, connec-
Women Business Owners tions made at these events can have an impact for years to come.
and a member of the
Authors Guild, the
American Society of The importance of this concept was etched in my brain many
Journalists and Authors, years ago when I was representing a client’s book. It was about
the National Association
of Female Executives
raw foods and I strategized that if I could get it carried in health
(NAFE), and the National food stores around the country, it would be extremely success-
Association of Women ful.
Business Owners
(NAWBO).
http://www.WorldsTopMarketers.com 436
marilyn ross
So I tracked down the primary wholesaler, made my pitch, and
was promptly turned down. But I didn’t give up. Every time I
got a sizeable purchase order, I scribbled a note across the bot-
tom: “This could be coming to you, Dan.” Whenever a new re-
view broke, I sent him a copy. This continued for about six
Marilyn is listed in the
months. Then one day, here came a purchase order for a case of
23rd edition of Who’s
Who in the West; Who's the books. Two weeks later he ordered two cases of books. Long
Who of American story longer, that guide went on to become their bestseller for
Women; Men and
several years! Plus the author wrote more books that Dan quickly
Women of Distinction;
Working Press of the ordered.
Nation; Who’s Who in U.S.
Writers, Editors & Poets;
No matter what facet of marketing you explore, the squeaky
Contemporary Authors;
and The International wheel gets more attention. Be politely persistent. Stopping be-
Authors and Writers fore you get results-or a firm “no”-is like ordering an ice cream
Who’s Who.
cone, then letting it melt onto the floor. Persistence + passion =
The Rosses-along with a success. Don’t be like the two cows grazing by the freeway. Stain-
Samoyed husky named less steel milk trucks kept whizzing by sporting signs that read
Peaches and a Siamese
“Homogenized.” “Pasturized.” “Fortified with Vitamin C.” The
cat who answers to
Pookey-have traded one cow looked at the other and said, “Sure makes you feel in-
southern California for a adequate, doesn’t it?”
small Colorado mountain
town surrounded by
14,000-foot peaks. Here You can accomplish anything you put your mind, and your en-
they and their staff meet ergy, to! Follow-up will get you across time zones, across bor-
the book production and
ders, across oceans, across finish lines.
marketing needs of
clients from all over
North America. WHY THIS ARTICLE WAS SO EFFECTIVE
The points covered in this article are ones I often make in my
speeches as well. While not especially unusual, as a group, they
seem to resonate with businesspeople. If we were to run our com-
panies using these 7 guidelines as key principles, I could almost
guarantee success. They are ideal for newcomers, as well as
serving as potent reminders for veterans.
http://www.WorldsTopMarketers.com 437
Need a Book, But Don’t
Have Time To Do It All Yourself?
We Provide Full ● Book evaluations to be sure you
are headed in the right direction
Self-Publishing ● Editing or rewriting to hone and
polish your message
Services Customized ● Cover design that wows buyers
and sets your book apart from the
Just for YOU! herd
You maintain total control and reap all the profits— ● Interior design and typesetting
while we do all the work. Why fool with the dozens of to attract and hold readers
book details, when you can be making more money ● Printing from 500 to 10,000
marketing yourself or speaking? Benefit from our 25 copies to meet your individual
years of experience producing quality books that needs
enhance speakers’ images, credibility, and incomes. ● Marketing/promotion that makes
You want to avoid costly mistakes, save time and thousands of $$$ beyond back-of-
energy, and position yourself as THE expert in your the-room sales
field. Right? We’re here to make that happen!
About the Founders: Marilyn and Tom Ross have been considered
the gurus of self-publishing for 25years. Their perennial best-seller The
Complete Guide to Self-Publishing is considered the classic on the sub- “We do 95%
ject and their Jump Start Your Book Sales is the perfect companion of the work . . .
book. The Rosses—veteran authors, speakers, and consultants—prac-
tice what they preach. In additional to helping hundreds of writers, small
you keep 100%
presses, and speakers produce and successfully market thousands of of the profits!”
books, they also self-publish their own work. They truly understand this
industry. You can trust their judgment, experience, and integrity. They
will treat your book project as if it were their own.
Contact us today!
Marilyn and Tom Ross • 800-548-1876/719-395-2459 • marilyn@about-books.com
Learn more about self-publishing at: http://www.About-Books.com
joe sabah
Denver Author
Joe Sabah is a nationally
recognized speaker,
Reveals Secret ...
trainer, consultant,
If letters had headlines . . . this one would read:
author and publisher.
He is based in Denver,
Colorado where he Denver Author Reveals Secret
operates a speaking/
He Used to Sell Over $357,000 Worth of Books
publishing/consulting
business. Without Leaving His Home
That's right: Over 23,250 books sold, (on 652 talk shows) all
without leaving home, and ALL at FULL RETAIL PRICE! Over
$357,000.00 worth of books sold.
First, let me share with you a basic fact of life. There are some
things in our business and personal lives each of us like to do
and some things we don't like to do.
http://www.WorldsTopMarketers.com 439
joe sabah
I learned the shocking truth: the average length of time book
sellers and distributors take to pay their invoices is 104 days.
Wow! Over 3 months. And, remember: I'm the guy who doesn't
like to follow up on accounts receivables to collect money.
As a member of the
National Speakers
Association, in 1982 Joe That's when I discovered a little known secret to
served as co-founder (1) Sell books without leaving home and
and first president of the
(2) Have the money in the bank before we send out our books.
Colorado Speakers
Association (a chapter of
the National Speakers Now, how can you and I turn that valuable truth into a Gold
Association, now with
Mine?
over 140 members. He
is also a member of the
Publishers Marketing Here's My Secret
Association and the Small
Publishers Association of
North America. Joe is the One of my habits is reading magazines from the back to the front
past president of the and I did so one night. This magazine had several pages of Clas-
Colorado Independent
sified Ads in the back, so I started to read them hoping they
Publishers Association,
now with 365 members. would make me drowsy and I could fall asleep. They almost did
until I came across an ad which grabbed my attention. I couldn't
believe my eyes. I read it again and again. I wanted to call this
number at 1:30 a.m., but I held off until morning.
The ad?
http://www.WorldsTopMarketers.com 440
joe sabah
That morning, I called the number and reached a publicist in
New York City. He told me he booked authors for radio talk
show interviews and charged $60.00 per show. I was ready to
say "Give me 3 shows." When he said: "20 show minimum."
The third time he called and said, "Do you want to do it again?"
I asked "How much?" His reply: $100.00 per show.
http://www.WorldsTopMarketers.com 441
joe sabah
So over the next 4 months I invested nearly $4,000.00 calling
radio stations to find which had a talk format, and which ones
are willing to interview me by phone.
http://www.WorldsTopMarketers.com 442
joe sabah
2 - Database on computer diskette (either pc or Mac) of 980+
Talk Shows with call letters of the stations, their addresses and
phone AND FAX numbers, the number of Watts and the name
of the talk show, the name of host and producer in charge of
each show.
Joe is the author of:
"How to Get On Radio
Talk Shows All Across 3 - 60 min. audio tape: "How to Get On Radio Talk Shows..."
America Without You are just 7-10 days away from being a guest on your first
Leaving Your Home
radio talk show...promoting yourself, your books, your tapes.
or Office"
P O Box 101975 DO IT NOW!
Denver, CO 80250
303-722-7200
Everything you need to be your own publicist is in my Radio
FAX 303-733-2626
JSabah@aol.com Talk Show System. Only $198 which include shipping and han-
dling. I'll send the system to you via U.S. Priority Mail, and it
will be in your hands in only 2 or 3 days. To request your Radio
Talk Show System call me toll free at 1-800-945-2488 (9am-
9pm Mountain Time). You can be booked on radio talk shows in
7-10 days.
Joe Sabah
P.S. Does this system work? Steve Wilson wrote: " The Giant PR
postcard gets triple the response at less cost." Steve is one of
those special people who "puts into practice what he learns . . .
immediately after he learns it."
http://www.WorldsTopMarketers.com 443
Three ingredients that will guarantee
your success in promoting yourself,
your books, your tapes:
2
The Book:
How to Get On Radio Talk Shows All Across
America Without Leaving Your Home or Office
A 21 chapter book, which includes the following topics
● Who Needs Radio Talk Show Guests and Why ● Deciding What to Talk About
● Product: Book vs Tape vs ??? ● A Press Kit that Gets Outstanding Results
● Using the Mail to Book Radio Talk Shows ● Using the Telephone to Book Radio Talk Shows
● Structuring a Successful Talk Show Interview ● Getting the Most from Your Talk Show Interview
● Leaving Listeners With Something of Value ● Finding and Setting Up Your 800 # Service
● Getting Invited Back on the Same Show ● Becoming a Credit Card Merchant
● Using Your Computer/Fax to Book Talk Shows ● plus many more good ideas
3
ALL THREE
The Audio Tape:
How to Get On Radio Talk Shows
from Your Home or Office
Joe Sabah Author: "How to Get On Radio Talk Shows All Across America Without Leaving Your Home or Office"
P O Box 101975 Denver, CO 80250 PH 303-722-7200 FAX 303-733-2626 email JSabah@aol.com
neil shearing
“Backend Selling”
... Easy Money?
That's me with my wife
Linda and Adam, our new Sometimes you have to celebrate and share your little victories,
arrival :-)
and this is something I'd like to share with you...
I met Linda in Ohio
(where she's from) and I've just made the easiest money of my life!
we now live in England
(where I'm from) with
Adam who weighed in at Click here to see how much...
7 lbs 1 oz on 4th August http://www.scamfreezone.com/clickstats.html
2000. What an incredible
experience that was!
That screen shot is of the commission I earned through ClickBank
I am currently putting in the last 14 days.
the finishing touches to
my Ph.D in Cancer
Research, specifically And I *don't* sell anything using ClickBank!
how human breast
cancer cells become
Those sales were made by "backend selling" to my lists.
resistant to anticancer
drugs. I studied for my
Ph.D at Ninewells Hospi- I didn't have to write salescopy, provide a payment mechanism,
tal in Dundee, Scotland.
ship product or provide customer service.
All I did was send out an endorsement, and watch the money
roll in!
http://www.WorldsTopMarketers.com 445
neil shearing
I want to stress, this did not happen overnight. I built my lists
slowly, carefully and spent time on customer service so that my
customers trust me to only give recommendations of excellent
products.
http://www.WorldsTopMarketers.com 446
ken silver
“If Everyone
The main influence in
my online career has
been as owner of two
community newspapers
Ate One
Hamburger ...”
for about 12 years. These
gave me the essential
qualities of meeting
deadlines, copywriting,
layout skills... practically
everything I needed and
still use now on the There's a quaint theory often brought up in business schools and
internet. The only lecture halls. It's the assumptive clause, and for a new business
difference is that 15
idea it goes something like this: "If everyone in our city/coun-
staff I needed to run the
papers turned into one try/world ate just one hamburger a week, we could make $...(fill
for the net... me, a one- in the amount with many zeros!)"
man band. But the good
thing is - even now, my
sales and income have The assumption is that everyone will eat your hamburger (buy
exceeded that from the your ebook or product).
newspapers, and I don’t
have the worry, fuss and
bother of all that the In the past this statement wasn't even at the starting gate for
offline business of this realistic projections.
kind entails.
http://www.WorldsTopMarketers.com 447
ken silver
KEYNOTE: The world's best hamburger-maker is Bill Gates.
He comes pretty darn close to business school hamburger heaven
with 90-something percent market penetration.
How are you and I going to get people to try, then buy ours?
I started direct mail
selling back in early Here's what you need to do:
1990. My first product, a
lotto system I had spent
1) Keep In Constant Contact With Your Prospects
2 years developing, was
mainly to self-test my Nowadays it's oh-so easy to lose your market share because your
written persuasive skills. market doesn't hear from you. And war news, weather, TV, en-
I figured it would be the
tertainment... all are competing for their attention too.
hardest kind of product
to sell given that the
majority of lottery It only takes a day or two to get forgotten, blocked out. Unless
buyers are suspicious of
you can get to your prospects on a regular basis, you're sunk.
any new kind of system.
So successfully selling
this would really be a You know what my answer is for this problem, especially if
trial of fire. To my
you've been with me a while. And yes, it's the Online Newsletter
surprise it succeeded
immediately and sold - the Ezine. If you don't have a regular newsletter today, set to
extremely well. The best and get one started. Even if it seems you're making no headway
part was the lack of
at all, keep going. Sooner or later your effort will be recognized
refunds - I had barely a
handful of returns over with sales, especially if you...
many years. I paid great
attention to that part of
2) ... Make An Offer Every Time
the process because
while it's easy to sell Day after day I troll through well-meaning ezines that offer noth-
anything once with sales ing but information. So what? - you say. Isn't that the purpose of
copy, the secret is in
an ezine - to disseminate information? I say no. It should in fact
keeping it sold.
be a marketing vehicle... an information source of substance that
carries advertising offers.
Forget being Mr Nice Guy and Gal. You've put an hour or two
each week into your ezine, and what do you get back?
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ken silver
If it is a series of emails from readers thanking you for your
information, you've wasted your time. If it's a pile of orders,
then all power to you!
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ken silver
Just imagine it as the shopkeeper chasing you down the road,
waving the umbrella and offering better prices with a smile.
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ken silver
Have a hamburger to celebrate!
To your success!
Ken Silver
So after a year or two
*Full-time online since 1996*
I wrote the highly
successful "eBook
Secrets" (http:// Copyright © 2001 Ken Silver Publishing. All rights reserved.
www.kensilver.com)
which has been
recognized by many
thousands as the bible WHY THIS ARTICLE WAS SO EFFECTIVE
of ebook creating and
Of all the articles I write for my regular Ken Silver Online ezine,
marketing. Written as
a highly personalized this one far and away received the most comment. For some
account (again, the reason it touched a nerve, rung a bell, or simply made internet
secret to all my manu-
marketing more appealing for my readers. Though it was prob-
als), it took off - all 420
pages of it! Both books ably one of the simplest kind of article I've written for a long
have sold about 50,000 time, it appealed to a good cross-section of readers.
copies.
Now I have re-released I think its success was due to several parts of the newsletter
the lotto manual (http:// which dealt with basic rules for business that are often forgotten
www.honestlotto.com)
in the heat of the business day. And the stories brought it to life.
which is rapidly becom-
ing my best-seller, and
I'm writing a further It also uses everyday language and doesn't talk down to the
ebook on mini-manuals
reader. This was probably why it appealed to some of my more
to be launched in March
2002. experienced marketers as well.
http://www.WorldsTopMarketers.com 451
How To
Write For Profit
On (and Off) The Net
Can you still make a fortune on the internet? What products should you choose to get
there? Of all the top-selling digital items on the net, information still vies for the number
one slot. It sells well alongside software products. Information? Software?
If you're like me, you'll find software devel- Both "eBook Secrets" and "How To Make
opment a lot of work if you're not a natural $100,000 A Year Part-Time Creating Your Own
programmer. And software needs continual How-To Manuals At Home" have sold over
upgrading and support after the sale. 50,000 copies so far.
Information is a powerful selling product with- The "how-to" book segment on the internet
out these problems. There is no limit to continues to get bigger and better, but there
number of books you can write and sell. And are secrets you need to know to start and fol-
the best form of info-product is still "how-to" low the same path. Today's net is different.
material from your own head.
Go to http://www.kensilver.com to get your in-
I've been selling and specializing in this kind formation on this market, and to start down
of profitable writing since the early 90's, and the road to selling profitably. And keep an eye
I was one of the first marketers on the internet out for my new manual round March 2002.
in the mid-90's to make serious money from You can join my mailing list to be the first to
my skill. know:
He believes almost
everything people have
been taught about
making money online is
practically line up
and beg to do
completely wrong.
His Internet success
techniques only require
a simple web site and
you don’t even need to
http://www.WorldsTopMarketers.com 453
yanik silver
Do you remember the stupid beer commercial a few years back
with the tagline “Why Ask Why?” Well, completely unknown to
the ad agency — they had almost stumbled onto a breakthrough
marketing concept.
Yanik specializes in Her experiment consisted of people waiting in line to use a li-
creating powerful brary copy machine and then having experimenters ask to get
systems and resources
ahead in line.
for entrepreneurs
to enhance their
businesses. The first excuse used was "Excuse me, I have five pages. May I
use the Xerox machine because I'm in a rush?" This request cou-
When away from the
office Yanik enjoys pled with a reason was successful 94% of the time. However
playing volleyball, ice when the experimenter made a request only: "Excuse me, I have
hockey, skiing and
five pages. May I use the Xerox machine?" this request was only
working on his terrible
golf game. His most granted 60% of the time. A significant drop.
important project
right now is trying to
Okay, now for the shocker.
convince his wife, Missy,
to move to the beach
so he can play beach It may seem like the difference between those two requests was
volleyball all day!
the additional information of "because I'm in a rush", but that's
just not the case. Because in a third experimenter, the experi-
menter asks "Excuse me, I have five pages. May I use the Xerox
machine because I have to make some copies?" There's no rea-
son mentioned or new information presented, just the words "be-
cause".
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yanik silver
This time a full 93% of the people said yes simply due to the
word 'BECAUSE'! And it didn't even matter that there was no
reason given. Just the word because triggered a magic response.
"We are bankrupt. We owe $125,000 more than we can pay, and
this announcement will bring our creditors down on our necks.
But if you come and *buy* tomorrow, we shall have the money
to meet them. If not, we shall go to the wall."
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yanik silver
And this powerful strategy works just as well today.
The premise was how can we sell a product for the incredibly
low price of only $477? (Regularly this product sells for about
$695 - $895.) Then the ad went on to explain that the reason
why the price was so low was because the manufacturer wanted
to gain market share and get nurses and doctors accustomed to
using their product. It was a huge winner and a big money-maker
for the client.
So how can you apply all of this to your business? Easy. Let's
say you have a slow time of year and you want to increase your
business during this period. Well, write a simple letter to your
customers making a special offer, only good during your slow
period.
* Did you have a flood and you need to liquidate (pardon the
pun) your inventory?
http://www.WorldsTopMarketers.com 456
yanik silver
* Do you need to raise cash so you can pay for your nosejob?
http://www.WorldsTopMarketers.com 457
How Much Is
One Good Sales Letter
Worth To Your Business?
http://www.WorldsTopMarketers.com 459
scott t. smith
I. THE KEYS TO PLANNING YOUR LINK STRATEGY
In fact, strategic links can generate more traffic to your site than
anything else (other than getting - and keeping - a top 1-5 posi-
tion on a major search engine or directory).
Don't go the FFA route - it will NOT build your business be-
cause it isn't targeted.
http://www.WorldsTopMarketers.com 460
scott t. smith
The truth is that links to get targeted, qualified site visitors -
your potential customers - can ONLY be generated through one
on one contact with other site owners, one email at a time.
Even with these benefits, are you wondering if your efforts will
be worth it? Here are 3 useful incentives to keep in mind:
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scott t. smith
II. THE 3 ESSENTIALS OF YOUR
SUCCESSFUL LINKAGE CAMPAIGN
So if you feel you may need more value, here's how to get it...
If you need to enhance the value of your site, then add addi-
tional, valuable content from the list above.
http://www.WorldsTopMarketers.com 462
scott t. smith
If you believe your site already has what it takes for your niche
market(s), apply for the 'Link Friendly' Award here:
http://www.linkagexpress.com/link_award1.html
The easier you are to find for your niche market on the Web, the
more profitable your site will become.
If you harvest email addresses and send everyone the same let-
ter, you will be making a very serious mistake and potentially
ruining your chances to develop growing business relationships
with other sites. DON'T do this - it is NOT the right way to ask
for links, and can be fatal.
http://www.WorldsTopMarketers.com 463
scott t. smith
There are two 'right' ways to proceed:
Specify which page you'd like to be on, as well as what you feel
is the right placement on the page (don't be obnoxious, but do
make it as EASY as you can for them).
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scott t. smith
III. THE 4 FASTEST WAYS TO BUILD
YOUR LIST OF LINK SITES
There are four quick ways to build your list of potential link
sites.
1. Offer other Web sites free content to post on their Web sites,
and include your link on all content you give.
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scott t. smith
2. Write a review of a Web site, then tell the site owner it's theirs
to post in exchange for a link.
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scott t. smith
1. Whenever you want to check on who is linking back to you,
you can use this handy online reciprocal link checker:
http://www.linkpopularity.com
1. Go to Google at http://www.google.com
http://www.WorldsTopMarketers.com 467
scott t. smith
But let's say you're not #1 on Excite, or even #100. In fact, your
site is nowhere to be found on Excite. You've got to start from
scratch, and as of 1/02 your listing on Excite can take up to 10
full weeks to appear.
And then, this could happen: after waiting 10 weeks you dis-
cover that you didn't get a satisfactory ranking on Excite. Obvi-
ously you'll need to adjust, then submit again. Then wait up to
10 more weeks...
The answer is, 'through links'. After search engines, this is the
2nd most popular way to find anything online, and opens the
door to a much higher percentage of the Internet's resources than
search engines can offer.
These are a few key contrasts between targeted linkage and SEO
work, but here's the REAL difference:
Targeted link building finds the sites where your target market
gathers, then establishes a direct link from that site to yours. In
this way it brings you one step closer to reaching your market -
people frequenting sites in your market niche can find your site
there, and no longer have to use search engines to find you.
http://www.WorldsTopMarketers.com 469
scott t. smith
These search engine experts have driven substantial traffic and
paying customers to our sites. We thank them and highly recom-
mend them!
What we are saying is... 'Do BOTH'. Invest in your online mar-
Article by Scott T. Smith
keting today and you are investing in a bright future, because
of LinkageXpress, the
hand-tailored link your Web site is an asset that continues to grow.
popularity service for
commercial business
Targeted links enhance your listings with the top 19 search en-
Web sites. Effectively
announce your site, get gines today, and you'll be more visible and a recognized 'player'
properly linked within in your niche market if you place well on the major search en-
your niche market,
gines and directories. There's a symbiotic relationship here. Use
attract pre-qualified site
visitors prone to buy it to your advantage.
what you offer, and
improve your placement
with the major search
engines and directories. WHY THIS ARTICLE WAS SO EFFECTIVE
For a FREE link popular- The reason I've included this particular article is simple: al-
ity consultation visit
though building link popularity for your site is something any-
www.linkagexpress.com
one can do, it's hard work! Presenting this simple, step-by-step
approach to the process gives people the tools they need, but
they still have to put them to use. That's where we come in: after
qualifying ourselves by providing this information we save site
owners blood, sweat and tears by doing all of this for them, then
following up their link popularity campaign to a successful con-
clusion. In the words of Terry Dean: "The fee I paid is a one
time fee. The traffic is forever. Overall Opinion: Highly Recom-
mended." This makes sense to business site owners, and that's
why this article has proven to be so effective in generating new
leads and sales.
http://www.WorldsTopMarketers.com 470
Get a FREE Link Popularity Consultation by LinkageXpress
Now you can announce your site, get properly linked within your niche market,
attract pre-qualified site visitors prone to buy what you offer, and improve your
http://www.LinkageXpress.com
LinkageXpress is endorsed by the Academy of Web Specialists, Terry Dean, Jonathan Mizel, Robin
Nobles and Planet Ocean’s Stephen Mahaney, who states LinkageXpress is "the professional solution
to building link popularity that gathers the blessings of search engines in the making!"
jim sterne
It’s wonderful
to count and
Since 1994, Jim Sterne
has devoted all of his
attention to the Internet
as a marketing medium.
calculate and
tabulate, but
His insight and currency
are assured by his
experience as a founding
partner of a regional
Internet access provider
if you don’t do
and his activities as a
consultant to some of
the world's largest
companies and most
innovative start-ups.
When we took the E-Metrics white paper on the road and per-
formed an around-the-world series of seminars, we started out
with the same questions you’ll have to ask yourself when you
want to start recording a baseline against which to test your
progress: What are you trying to accomplish?
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jim sterne
What challenges do you face? What are you trying to learn? Why
do you need to know? How will that help you in your business?
What are your most important business goals at the moment?
The answers we got were many and varied. Take a quick look at
In November, 1995, Jim's
these, and see if you can spot a few that are worth a tick-mark
book, World Wide Web
Marketing was published for your organization:
by John Wiley & Sons
and his second book,
Increase repeat visits
Customer Service on the
Internet, was published Understand user behavior
in October, 1996 (second Identify E-Metrics focused on VC/investor interest
edition, 2000). His third
Integrated view of customers
tome: What Makes
People Click: Advertising Identify key metrics appropriate to business
on the Internet was How do we establish a baseline to work from?
released in September,
How much impact is traditional marketing having on the site?
1997 and the fourth:
E-Mail Marketing in 2000. ROI - where to spend on promotion and infrastructure
The third edition of his How to continuously learn from ongoing data
widely acclaimed World
How can an offline business measure effectiveness on the Web/
Wide Web Marketing was
released in June, 2001. branding?
How do we optimize banner rotation?
Compare E-Metrics with industry/competition
Measure the value of personalization for e-mail marketing
Do we have effective customer segmentation?
How do we define unique users and move to personalization?
How do we identify real people versus unique users?
How do we get to details about users?
How do we understand shopping cart abandonment?
How do we measure traffic flow?
Understand how customers navigate to deliver the best user ex-
perience
Conduct clickstream analysis
Understand content freshness
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jim sterne
Understand where customers are coming from
Understand reach
Metrics for customer intelligence relevant to our business model
Understand loyalty of users
Define patterns for loyal customers, understand lifetime value
Jim Sterne has presented
Identify action for insight gained about users’ behavior
his unique perspective
on Internet marketing at Understand and optimize acquisition of customers
conferences around the Understand how to track conversions
world, and has lectured
Measure customer satisfaction
at the University of
California, Stanford Predict future purchases
University, and MIT. Get buy-in and have senior management understand the impor-
tance of E-Metrics
He stays active as a
public speaker and as a Identify measurement standards
consultant, helping each Process for establishing objectives for measurement
client set Internet
Get everyone on the same page, fix communication breakdown
marketing goals and
determine customer Cost justify investment for measurement software/services
relationship strategies. Get agreement on what to measure between staff and upper man-
agement
Process for developing custom reports for individual users within
organization
Integrate multichannel offline data
Correlate e-mail data to Web-derived data
Using consistent methods for measurement across business
Data accuracy - getting consistent, accurate numbers
Identify correct tools and methods for measurement effort
Track Flash and media content applications
Track data collected from mobile-commerce
Get real-/near-real- time data
Understand sampling as an option
How do we deal with privacy/security?
http://www.WorldsTopMarketers.com 475
jim sterne
If you’re feeling a little woozy right now, it’s OK. Most people
get a little lightheaded at these altitudes - it’s perfectly normal.
Just sit down, put your head between your knees, and breathe
into this paper bag. Good. The room will stop spinning in just a
moment.
Jim Sterne
Target Marketing
of Santa Barbara The best approach is to take this a step at a time:
jsterne@targeting.com
www.targeting.com
Somebody comes to your Web site.
Author, Speaker,
Consultant Your Web site responds.
+1 805-965-3184 The visitor wanders your site looking for things.
Web Marketing,
The visitor leaves or buys something and then leaves.
Customer Service &
E-Metrics Consulting The visitor leaves footprints all over the place for your analysis.
The visitor comes back or not.
Subscribe today to the
You try to determine if the visitor thinks you’re doing a good
mostly monthly "Full
Sterne Ahead" job.
You try to determine if the public/industry thinks you’re doing
a good job.
You try to determine the visitor’s lifetime value to the company.
http://www.WorldsTopMarketers.com 476
jim sterne
Most companies know there's something wrong with how they're
going about managing their Web sites. I put a fine point on the
fact that they don't know well enough.
http://www.WorldsTopMarketers.com 477
Jim Sterne offers best practices and insight into how the most successful compa-
nies identify goals and measure the impact their Web sites have on their busi-
ness. A private workshop can speed you on your way to making the most return
on the investment you've already made.
http://www.amazon.com/exec/obidos/ASIN/0471220728/targetmarketingA
joan stewart
The Seven
Deadly Sins
Joan Stewart, a former
newspaper editor, is also
known as The Publicity
Hound. She is a media
relations consultant who
of News Releases
works with companies, A news release is often your only chance to make a great first
non-profits, government
impression.
agencies and anyone
who wants to use the
media to establish their Newspapers, magazines and trade publications receive them by
credibility, enhance their
the truckload. That means sloppy, inaccurate, pointless releases
reputation, sell more
products and services, are the first to hit the newsroom wastebasket. To make sure yours
and position themselves isn't one of them, avoid these Seven Deadly Sins:
as the employers of
choice.
1. Providing insufficient or wrong information, particularly
phone numbers. Releases must be complete, accurate, specific.
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joan stewart
4. Sending a release with no news value. News is what hap-
pens that is different. If it isn't different, it isn't news.
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joan stewart
● Forgetting to give the booth number if you're writing about a
new product that is being featured at a trade show.
● Sending the same release to more than one department at the
same media outlet without attaching a note that tells the editors
you are doing so. I worked at a newspaper that unknowingly
Joan Stewart, a.k.a. The
printed the same news release three times in different sections
Publicity Hound, offers
more great tips on news of the paper, on the same day.
releases in her free ● Sending the news release by e-mail when the media outlet
weekly electronic
prefers snail-mail.
newsletter called “The
Publicity Hound’s Tips of ● Failing to specify what the news release is about in the subject
the Week.” Sign up at line. Don't just type "news release."
her web site at
● Sending news releases as an attachment. Opening attachments
PublicityHound.com
and receive free by is time-consuming, and many companies these days are wary of
autoresponder the attachments because of viruses.
handy list called “89
● Sending news releases as a zipped file that must be
Reasons to Send a News
Release.” A variety of downloaded, unzipped and read into a word processor.
other articles on how to
get free publicity are
WHY THIS ARTICLE WAS SO EFFECTIVE
also at her web site.
I get more requests to reprint this article than any other article I
have written. That’s because most people see news releases as
the basis of their public relations and marketing campaign. News
releases cost next to nothing. If done correctly, they can virtu-
ally guarantee you publicity. They’re quick and easy.
http://www.WorldsTopMarketers.com 481
SPECIAL
REPORTS 3930 Highway O Saukville, WI 43080
Success doesn't always come easy. I could tell you it does and
you would have NO IDEA what it took for me to get to this
point. You wouldn't know that I started at the age of 19 with no
money, no computer knowledge, no business background and
no computer.
http://www.WorldsTopMarketers.com 483
anthony stillwell
Now, consistently making money online isn't a dream for me
anymore simply because I refused to let anything stand in the
way of what I wanted. It did take me two years to start making
money however.
http://www.WorldsTopMarketers.com 484
anthony stillwell
When I didn't have a computer I found someone who would let
me use theirs. When I didn't have a clue how to write HTML I
took every tutorial that popped up in the search engines. When I
didn't even have $10 to spare for advertising I learned how to
get thousands of visitors a month to my sites for free.
Anthony is the author of:
Unlimited Free Traffic: You have obstacles in your way, which may seem insurmount-
How To Generate All The able at times. They aren't.
Targeted Leads You Want
Without Risking A Single
Penny On Advertising! You may have family or "friends" who give you a hard time
because they don't understand why you would want to put your-
Get Free (BOO): How To
self through all frustration of trying to be your own boss. But in
Automate Your Market-
ing Efforts And Get More the end... Most of them admire you for trying.
Done In Less Time!
http://www.WorldsTopMarketers.com 485
anthony stillwell
You would be surprised to know the kind of money some people
are making with simple products that others say are worthless.
It's your mentality that counts. You CAN get what you want.
Success requires a sustained effort and a belief in yourself to
become a reality.
Anthony Stillwell is the
author of "Unlimited Free
Traffic" and publisher of There's a time for making excuses and there's a time for making
the “EnterNet PROFITS” money. So the next time you're faced with an obstacle that's stand-
newsletter where you'll
ing in the way of something you want and know you deserve...
get the hottest tips
and the best online Don't get discouraged... "Do Something About It!"
resources to give you
the advantage.
WHY THIS ARTICLE WAS SO EFFECTIVE
getfreeadvertising.com
This article wasn’t chosen at random. It was chosen because of
the feedback it generated from my subscribers and others who
read it. It seems that many of the people who read my article
were becoming frustrated at not achieving their goals quickly
enough so for them the article really hit home. My mother for
example recently got promoted in the network marketing com-
pany she’s involved with. The promotion that means she won’t
have to go back to a 9-5 ever again.Took her 4 years to achieve
that goal.
http://www.WorldsTopMarketers.com 486
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the drain trying to get new customers, the Free Advertising I will show you how to
put in place will go out and “hunt down” new business for you!
Start an affiliate program for products you don’t own. I do it all the time and
the best part of it is the owners of the products are fine with it. I’ll admit this
takes a little work upfront, but the payoff is well worth it. Are you willing to work
for two to three weeks to get thousands in Free Advertising that lasts for
months? If not, you can always pay for advertising.
How to get complete products to sell that already have proven sales letters
and order-taking in place! Still looking for a great product to sell or looking for
a proven product to add to your line? I’ll show you how you can find products to
sell all over the Internet. And the best part is that you can usually get them for
Free just by asking. You’ll see why this works and where you can find these
products.
How to get reprint rights to digital products without paying for them. If you
have the money to buy reprint rights then by all means go for it, but if you don’t
you need to know this simple strategy. I just recently used this tactic to get
reprint rights to a product that sells for $199.00... Free.
If you bought one Solo Ad a month for the next 3 months you’d spend over $350.00.
In just minutes you’ll see how you can get that same amount of advertising for Free
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following my proven, step-by-step system.
http://www.getfreeadvertising.com
j.f. (jim) straw
What to do when
you don’t have any
testimonials
The eldest son of a
farmer/aircraft worker,
born in Oklahoma and
reared on farms in
Oklahoma, Missouri, and
Kansas, Straw began his
long, successful career in This article was prompted by a question I received from a Busi-
business at the age of
ness Lyceum Attendee, when she asked ... "Dan Kennedy always
nine; when he sold his
first cans of Cloverleaf emphasizes testimonials. What if you are new to the business
Salve and copies of "GRIT" and don't have any?"
newspaper. Even at that
early age, he had the
unique talent of recog- Although Dan is an old friend of mine and one of the finest
nizing an opportunity, Mailorder Marketers alive (second only to myself), like all of us
implementing a plan,
ol'pros, he is always right and always wrong!
and making a profit.
http://www.WorldsTopMarketers.com 488
j.f. (jim) straw
Anywho, the question I was asked is almost the same as a ques-
tion I received from another one of my readers over a year ago ...
Jim Straw's career has
progressed through for one of my paper and ink publications. – He decided to chal-
direct selling, service lenge the ol’Mailorder Master (me), by asking ...
contracting, wholesale
merchandising, enter-
tainment (he was a “All the copy writing gurus and experts stress the vital impor-
professional Trumpet tance of testimonials in a winning direct mail sales letter or ad.
player, vocalist & Radio
How are you going to get a true, uncontrived testimonial when
Announcer), freight
forwarding, import/ you’re offering a product or service for the first time? This is
export, retail merchan- especially problematic when you’re offering a new money-mak-
dising, warehousing, real
ing program or home-study course that takes some time (3-12
estate, electronics
manufacturing, months) before a client would actually see significant financial
finder's fees, closeout results from using your system.”
merchandising, financial
brokerage, business
consulting, steel Then, he gave me four possible alternatives for consideration:
fabrication, gold & coal
mining, offshore
“(1) A personal referral from people who think you, as the au-
banking, mailorder,
writing, and publishing. thor of the program, are a knowledgeable, talented and honest
guy.
http://www.WorldsTopMarketers.com 489
j.f. (jim) straw
Well, to begin with, not ALL “copy writing gurus and experts
stress the vital importance of testimonials.” -- I know I don’t.
Over the past 30 years,
J.F. Straw has written
well over 300 books, On page #11 in the mailorder bible (my book; “Own Your Own
booklets, manuals,
Mailorder Business”), you will find my experienced observa-
reports, courses and
articles about doing tions about the use of testimonials. -- Pay close attention to the
business – all based on two schools of thought on the subject.
his own personal, hands-
on experience. His
writings are "specific" Note: “Own Your Own Mailorder Business” ... the 'bible' of the
methods, techniques and mailorder industry ... is available at:
approaches to doing
http://www.businesslyceum.com/mailorder.html
business that anyone can
use to start or expand
their business. When I wrote the book, I had discontinued using testimonials in
any of my sales pieces ... I even explained ‘why’ in the book. -
- Since then, I have added “true” testimonials to my sales letter
for my “WorldWide Business Exchange” - but – I did it my way
... which is different from the way some of my contemporaries
use testimonials. -- I used them as a 'qualifier.'
http://www.WorldsTopMarketers.com 490
j.f. (jim) straw
What Do You Do When You Don’t Have Any Testimonials?
As a mailorder
marketer...with over Although all four of the alternatives my reader offered are vi-
700,000 customers able, #2 and #4 are the methods I have used consistently - but -
worldwide ... Straw has
#1 and #3 touch upon some other methods I would use if I abso-
sold over two-hundred
& fifty-million dollars lutely wanted to use “testimonials” in my sales material but didn’t
($250,000,000) worth of have any.
products and services by
mail. Everything from
Beauty Supplies to Heavy First. Instead of ‘referrals’ from people who know and like “ME,”
Equipment ... Burglar or ‘joint ventures’ with other notables in the industry, I would
Alarms to Sleeping Bags
try a ...
... Fishing Lures to
Women's Wigs ...
Automobiles to Wheel- Celebrity Endorsement Approach
chairs ... Investment
Opportunities to Seafood
... Consulting Services to Referrals from your friends may be ego-building, and may even
"How To" Courses ... all by inspire your potential customers - but - your potential customers
mailorder.
may too easily see through them. After all, ‘friends’ have a way
As a member of "Mensa," of expressing their friendship with more sentiment than ration-
with a lifetime of proven ality.
success in marketing,
Straw justifiably
identifies himself as a Joint Ventures, on the other hand, while being a viable ‘market-
"Marketing Genius." ing’ ploy, could be considered ‘suspect’ by your potential cus-
tomers because of the obvious profit motive.
http://www.WorldsTopMarketers.com 491
j.f. (jim) straw
Even though these are “paid” endorsements, they can carry a
great deal of weight because your potential customers recognize
and, thereby, think they ‘know’ the person making the endorse-
ment. -- It’s all the better if you can afford to ‘hire’ Rush
Limbaugh, Cher, Charlton Heston, Alex Trebek, or some other
super-well-known celebrity to do the endorsement.
In many industries ... not all; or even most; but many ... there are
notables (industry celebrities) who are well-known to the peo-
ple who may want or need your products or services. -- Instead
of using ‘testimonials’ from people who know you, try to get
‘quotable comments’ (indirect endorsements) from people your
customers know.
http://www.WorldsTopMarketers.com 492
j.f. (jim) straw
These were people who knew me but, they were also well-known
to my customers.
http://www.WorldsTopMarketers.com 493
j.f. (jim) straw
Hey ... don’t be chintzy. -- Send them the most valuable sample
of the product you have. No matter how much it costs you, it
beats the cost of a “paid” endorsement. -- The most favorable
comments you get can be used ... after getting permission ... in
your sales material.
Note: Some of the ‘comments’ you get back from the notables
in your industry may not be quotable ... even uncomplimentary
or derogatory. -- Use those comments to refine, revise and im-
prove your product. -- In other cases, the comments you get ...
while not necessarily usable as indirect endorsements ... may
provide key-phrases, buzz-words, motivational buttons, or other
marketing ideas you can use to enhance your sales material.
http://www.WorldsTopMarketers.com 494
j.f. (jim) straw
How many times have you received a letter with a “Board of
Advisors” or “Advisory Board” (or some other such nomencla-
ture) listed on the company’s letterhead? – The names on that
board are such people as the company’s Banker(s),
Accountant(s), Attorney(s), etc. — Any ‘professional’ who
serves the company. -- Sometimes they even list the organiza-
tions the principals belong to, degrees the principals hold, and
awards the company and/or principals have received.
Once I had a response from those people ... most of them gra-
ciously agreeing to provide advice ... I wrote back and advised
them that I was putting together an “Advisory Board” for the
company and would like to list their name on that board. -- You
wouldn’t believe the big, Big, BIG names I finally ended-up
with on that board.
http://www.WorldsTopMarketers.com 495
j.f. (jim) straw
Remember, all people like to think of themselves as giving and
caring - and - they also like to have their egos massaged ... so,
being on an “Advisory Board” massages their ego and makes
them feel caring and giving.
http://www.WorldsTopMarketers.com 496
j.f. (jim) straw
The company sent a letter to a list of Doctors around the country
who treated asthma patients. -- In the letter, the company of-
fered to provide one FREE air purification device to an asthma
patient of the Doctor's choice IF the Doctor would agree to docu-
ment any beneficial results to the company.
Of course, they limited the offer to the first 100 Doctors and
required the Doctor to complete a survey form about the patient
who would received the device ... along with the Doctor’s signed
agreement to provide feedback about the applied use and effec-
tiveness of the device. (They enclosed a copy of the "one" doc-
tor's testimonial as initial evidence of the effectiveness of the
device in the treatment of asthma patients.)
If you are marketing a product (or service) that can be most ef-
fectively tested by some profession, why not create a ‘survey’
for members of that profession (doctors, lawyers, accountants,
indian chiefs) and have them ‘test’ the product or service on
their clients? The resulting ‘testimonials’ can give you a
ho’bunch of Professional Endorsements to use in your sales
material.
Then again, if you can’t find any ‘celebrities,’ don’t know who
to put on your Board of Advisors, or don’t have a product or
service to get some ‘professionals’ to endorse, try ...
http://www.WorldsTopMarketers.com 497
j.f. (jim) straw
Using Article Reprints
Of all the reviews that were written about my book, the very,
very best was written by the book reviewer at “Jackpot.” -- As a
matter of fact, where the reviews in other publications did pull
some inquiries about the book, the review in “Jackpot” eventu-
ally pulled a total of 17 “paid orders” for the book. (At $50 per,
that ain’t bad fer a Freebie.)
To be quite honest with you, since I had sold over 1,000 copies
of my book without any testimonials or endorsements, I really
wasn’t looking for anything to enhance my response - but - when
I saw the number of paid orders coming-in from that review, I
decided to reprint the article and make it part of my sales letter
offer. -- The results were phenomenal ... still are. -- That reprint
increased my response rate by from 50% to 200% ... meaning
lists that pulled a 1% response without the reprint pulled from
1.5% to 3% with the reprint.
http://www.WorldsTopMarketers.com 498
j.f. (jim) straw
Having said that, you now have an even bigger reason to get
some News Articles printed about yourself, your business, and
your products or services. -- It isn’t just the inquiries the articles
can generate, it’s the potential use of reprints of some of those
articles to build your business image.
Most Journalists are on the low-end of the pay scale. For that
reason, they are always looking for “freelance” writing assign-
ments.
Once you have the reporters’ interest ... which will happen al-
most instantly ... tell them you want a dynamite news article
written about (whatever).
-- Tell them they don’t have to offer the article to their newspa-
per for publication ... just write it.
-- Ask them to suggest or recommend ideas, publicity stunts,
gimmicks, tricks or anything else you can do to give them a
‘story’ to write.
-- Offer to pay the reporters from $100 to $500 for each ‘story’
you accept.
-- Buy the articles that have the most punch to them. – Use those
articles as News Releases.
http://www.WorldsTopMarketers.com 499
j.f. (jim) straw
Hey ... it works! I’ve done it myself ... to the tune of millions of
dollars.
Copyright 1999 -
PHLANDER Company.
http://www.WorldsTopMarketers.com 500
FREE!
FREE!
FREE!
Seventeen (17) “Real”
HOME-BASED BUSINESSES
You Can Start & Operate From Your Home!
——————————————————————————————
Request your FREE copy of “Seventeen (17) Real Home-Based
Businesses You Can Start & Operate From Your Home” at:
http://www.businesslyceum.com/freereport.html
jack trout
Instrumental in develop-
“Positioning” is a
game people play
ing the vital approach to
marketing known as
“positioning,” Jack is
responsible for some of
the freshest ideas to be
in today’s me-too
introduced into market-
ing thinking in the last
several decades.
marketplace.
Trout & Partners, one
of the most prestigious
marketing firms with
headquarters in Old
Greenwich, Connecticut,
USA and offices in 13
countries. Jack Trout
manages and supervises
There’s an old story about a traveler who was asking a farmer
a global network of
experts that apply his for directions to a nearby town. The farmer replied, “Well, you
concepts and develop go down the road for a mile, turn left at the fork. No ... that
his methodology around
won’t work.”
the world. The firm has
done work for AT&T, IBM,
Burger King, Merrill “You turn around and drive for half-a-mile till you hit a stop-
Lynch, Xerox, Merck,
light then turn right. No ... that won’t work either.”
Lotus, Ericsson, Tetra
Pak, Repsol, Hewlett-
Packard, Procter & After a long pause, the farmer looked at the confused traveler
Gamble, Southwest
and said, “You know what, son, you can’t get there from here!”
Airlines and other
Fortune 500
companies. That happens to be the moral of this article.
http://www.WorldsTopMarketers.com 502
jack trout
For today you spend millions of dollars on great advertising and
still fail miserably if you don’t play the rules of a game called
“positioning”. In other words, “You can’t get there from here.”
http://www.WorldsTopMarketers.com 503
jack trout
In fact, it’s quite the opposite. The mind, as a defense against the
volume of today’s communications, screens and rejects much of
the information offered it. In general, the mind accepts only that
which matches prior knowledge or experience.
http://www.WorldsTopMarketers.com 504
jack trout
It wasn’t always this difficult. A quick look at the history of the
communications business might give you a better understand-
ing of how we got to the “positioning” era.
The next phase saw the rise of the “image” concept. Successful
companies like General Electric and DuPont found that reputa-
tion or “image” was more important in selling a product than
any specific product feature.
http://www.WorldsTopMarketers.com 505
jack trout
The programs of the new technology companies (Xerox, IBM,
etc) were spectacularly successful. Those of older, established
companies were less successful.
Just as the “me-too” products killed the USP era, the “me-too”
companies killed the image era. As every company tried to es-
tablish an image for itself, the noise level became so high that
relatively few companies succeeded. And most of the ones that
made it, did it primarily with spectacular technical achievements,
not spectacular advertising (eg Xerox and the dry copier).
http://www.WorldsTopMarketers.com 506
jack trout
“Most people think we’re an airline. If we wanted to be known
as an airline we would have bought one.”
For all that money, what do you think of Eastern? Where do you
think they fly? Up and down the East coast, to Boston, Washing-
ton, Miami, right?
Well, they also go to St. Louis, New Orleans, Acapulco, etc. But
Eastern has a regional name and their competitors have broader
names which tell the prospect they fly everywhere. In Eastern’s
case, it would appear that their name has put them in an uncom-
fortable position. And the more they promote “Eastern”, the more
they “can’t get there from here”.
http://www.WorldsTopMarketers.com 507
jack trout
This brings up another important point in regard to positioning.
Your program has to go beyond just establishing a name. Too
many programs start there and end there. To secure a worth-
while position for a corporate name, you need a thought to go
with it.
One of the best executed programs around is the one for Olin.
The ads are beautifully done. But what is Olin? What is their
position? They haven’t left me with anything. In fact, I’m a little
confused. How about you?
One thing that’s worse than a “just a name” program is one with-
out a name. That sounds like it could never happen, doesn’t it?
Well, it does when companies use initials instead of a name.
And you see this happening quite often in today’s marketing
arena.
What companies like ACF, AMD, GAF and TRW fail to realize
is that initials have to stand for something. GE stands for Gen-
eral Electric. And everyone knows it. These companies were
given their nicknames by their customers. This is why they are
so valuable.
http://www.WorldsTopMarketers.com 508
jack trout
The “name” companies had an average recognition score 19%
higher than the average score of the “initial” companies.
In the first ten, the “name” companies had seven positions and
the “initial” companies only three.
The results show that if you start with initials, you’ve got a long
way to go.
http://www.WorldsTopMarketers.com 509
jack trout
Recently, General Electric has begun to make progress in the
computer field by establishing a position in “time-sharing”. This
is an especially appropriate move because they happen to be one
of the biggest users of computers. And time-sharing is a user-
oriented idea.
http://www.WorldsTopMarketers.com 510
jack trout
Ask anyone who out the first 100-millimeter cigaret on the mar-
ket and most people will say “Benson & Hedges”. Wrong. The
answer is “Pall Mall Gold”. Benson & Hedges was first to es-
tablish the position.
A product that put the “benefit” in its name was able to dislodge
a product that had the “means” in its name. Carnation’s Slender
vs. Mead Johnson’s Metrecal. The name “Slender” had a great
deal to do with Carnation’s successful positioning.
http://www.WorldsTopMarketers.com 511
jack trout
They have to have vision. There’s no sense building a position
that’s based on a technology that’s too narrow. Or a product that’s
becoming obsolete. When you’re betting on the outcome, it takes
a lot of understanding, faith and good teamwork.
Nothing in this marketing game stays the same for very long.
Technology sees to that. To succeed in taking advantage of op-
portunities, you have to be sensitive to this change.
http://www.WorldsTopMarketers.com 512
jack trout
A corporate name may be geographically restricting, too long,
outmoded in terminology, too limiting in scope, misleading, dif-
ficult to remember, hard to pronounce, or associated with past
failures. Any of these may be a marketing millstone. In other
words, you are starting with two strikes against you.
On the other hand, you might have a great corporate name, but
too many brand names, too many programs, too many graphics,
no uniform treatment of corporate identity, no corporate direc-
tion. In other words, you are not putting your best hitters at bat.
The noise level today is fierce. There are just too many “me-
too” products and “me-too” companies vying for the minds of
your prospects. Getting noticed is getting tougher.
With this noise level you just have to be bold enough and con-
sistent enough to get noticed.
http://www.WorldsTopMarketers.com 513
jack trout
One of the largest business paper advertisers today is General
Electric. Think of the last three ads they’ve run. If you can, you
are either an employe or a competitor.
These four points are a start. Put them all together and I’ll guar-
antee you’ll get to where you want to go from here. And do
some great work on the way.
http://www.WorldsTopMarketers.com 514
jack trout
BOOKS BY JACK TROUT & CO-AUTHORS
Click to purchase from Amazon.com
http://www.WorldsTopMarketers.com 515
mike van norden
The Power of
FREE Publicity ...
For more information
about Mike Van Norden,
and to receive his FREE
new ebook, "77 Hot Tips
How I Got Over
100,000 Visitors
for Massive Publicity", or
to subscribe to his FREE
weekly online newslet-
ter, please visit his web
site at prmillions.com.
You can also get FREE
To My Web Site
information on Mike's
new free advertising,
publicity and promotion
audio program. Also, you
can get free information
In 10 Days ...
about Mike's Publicity/
Promotion Mastermind
Dream Team when you
subscribe to Mike's FREE
Publicity/Promotion
EXPOSED!!
ezine. In each issue, Mike
reveals more of his
"amazing" tips and
strategies on getting
"Millions" in FREE Public-
ity, and how to properly
leverage your marketing
How I Turned the Battle to Rename Texas Stadium In Dal-
efforts!!
las, Into Over 100,000 Visitors, 50,000 Opt-In emails, and
Thousands of Dollars In Product Sales!!
http://www.WorldsTopMarketers.com 516
mike van norden
In the fall of last year, there was a huge story about whether
Texas Stadium (Home of the Dallas Cowboy's) should be re-
named Tom Landry Stadium. Tom Landry, as many of you know,
was the former head coach of the Cowboy's, and is considered
an "icon" here in the Dallas area. Due to the fact that I live and
breath to get FREE Publicity and promotion for my clients, I
was pondering a way to turn this story, into a "Media Event". As
I was sitting at my desk around 7pm one evening, I got a call
from my computer "wiz"...Mark. Mark and I did some brain-
storming for a few minutes, and then it hit me! I could have our
web master create an online "petition" that would be used as a
forum for people to VOTE "Yes" or "No" to rename Texas Sta-
dium to Landry Stadium. We also ask them for their email ad-
dress, so we could "UPDATE" them on the vote! This led to
over 50,000 Opt-In emails. WOW!!
http://www.WorldsTopMarketers.com 517
mike van norden
By mid afternoon, we had to upgrade our server because several
more radio stations were encouraging people to visit our web
site. By the 2nd Day, we were getting 30-40,000 hits per HOUR,
to check on the latest VOTE totals!! It was truly an incredible
event. I had not paid ONE Penny for all of this FREE Publicity!
On the 3rd Day after my press releases were sent out, the Ft.
Worth Star Telegram newspaper did a HALF PAGE story about
the online petition, and what we were doing! As you can imag-
ine, after that article ran, we had thousands and thousands more
visitors coming to our site. Now, many of you are asking your-
self what "benefit" I got out of this other than a bunch of people
visiting the web site. Well, let me tell you what I did to generate
thousands of dollars in product sales for me and my clients.
Ok, let me explain. Our voting results page was getting 30-
40,000 visitors per hour at one point ! Everyone wanted to know
what the voting results were on an hourly basis. Of course, 99%
of the voters wanted to rename the Stadium (Landry Stadium). I
knew that tens of thousands of people would continue visiting
the voting page, to check the results.
http://www.WorldsTopMarketers.com 518
mike van norden
I sold "thousands" of dollars in products for both myself, and
my clients. Also, I set up multiple joint ventures, and took 50%
of the profit! It was a "sweet" deal for all parties concerned, but
best of all, it cost me NOTHING! This is the power of FREE
Publicity, and seeing opportunities that NO ONE else sees!
This is truly powerful stuff, and I hope your creative juices are
flowing by now!!
http://www.WorldsTopMarketers.com 519
joe vitale
What makes this
emailed sales
Joe Vitale is the world's
first Hypnotic Marketer.
He is the author of way
too many books to list
here, including the new
letter hypnotic?
"Spiritual Marketing," I sent the following short sales letter by email to my own list of
the best-selling ebook
some 800 names. There was an immediate boost in sales.
"Hypnotic Writing,"
and the best-selling Amazon.com had to back-order the book I was selling in the
Nightingale-Conant letter. My publisher's online server went down due to all the
audioprogram, "The
orders they got at once. But something even more shocking hap-
Power of Outrageous
Marketing." You can still pened.
have Joe's proven
marketing e-course— Many people wrote to me and actually asked how I was able to
"Recession-Proof Market- *make* them read the letter. They said they couldn't stop read-
ing”—delivered to your
ing it! Others said they felt compelled by some unseen force to
e-mail box every day for
a week—-for FREE—by read every word of it. Still others just mindlessly read the letter
sending a blank e-mail to but then automatically---as if obeying a subliminal command--
class@aweber.com
-went to amazon.com and ordered the book I was selling. After-
wards, they wrote me and confessed they felt they had been "hyp-
notized."
http://www.WorldsTopMarketers.com 520
joe vitale
I was nearly in tears...
Dear Friend:
"I got your book and I read it and I thought it was great. And
after I read it, I went out and got myself a new car."
Later in the same letter she wrote, "Dad read your book before I
did and he knew I wanted a new car and he told me that once I
read your book he would guarantee that I would buy a new car."
I'm sharing all of this with you today because you are someone
on my personal email list, and this is personal news which I
think can inspire others to go for, and get, their dreams. Whether
it's a new car, a new house, more money, real love, or happiness
in this moment, it's all possible.
Joe Vitale
PS -- Amazon.com now carries Spiritual Marketing.
http://www.WorldsTopMarketers.com 521
joe vitale
Well, what do you think?
1. The headline, "I was nearly in tears...", which was the subject
line on the email I sent out, is riveting. People want to know
why I'm nearly in tears. Did something bad happen? Or some-
thing good? Was I crying? Or laughing so hard I cried? Your
headline has to be a gun in a prospect's face. While most head-
lines have to be benefit-oriented, curiosity-invoking headlines
are proven to grab readers, too.
http://www.WorldsTopMarketers.com 522
joe vitale
The story in the letter says "Buy my new book." The PS simply
tells you where.
Joe Vitale is the author
of too many books to list
You can take my tried and tested emailed sales letter above and
here, including Hypnotic
Writing and Advanced use it as a model to write your own hypnotic letter. Here's how:
Hypnotic Writing. His
website is at http:// Just think of a story---a true one, remember---of someone who
www.mrfire.com benefited from your product or service in a record-breaking way,
and write the event up following my formula and my letter. It
may help you to remember these key questions:
1. How can you make your headline so curious that people can't
help but read your letter?
2. How can you begin your next letter in such a way that it actu-
ally forces people to keep reading?
3. How can you tell a story about your product or service that
compels people to want it?
5. How can you more softly let people know how to buy your
product or service?
http://www.WorldsTopMarketers.com 523
Joe's long awaited new book—"Spiritual Marketing"-— is now available in softcover,
hardcover, and e book formats. This is the book that blows the socks off everything
ever done in the spiritual-material world before. In it Joe reveals his behind-the-
scenes stories to success, as well as describes-–hypnotically—his own personal
growth. This is the little book that explains how to have real magic and real miracles
in your life. It's a joy to read and casts a spell on every reader. Mind-expanding, too!
If you want to experience more in your life, this is the book for you! www.mrfire.com
russ von hoelscher
How to Build Your
Business with
For nearly 30 years,
Russ von Hoelscher has
been a leader in the
arena of direct response
marketing, including
the promotion and sales
Free Offers
of money-making
information.
http://www.WorldsTopMarketers.com 525
russ von hoelscher
I’ve written over 50 books (over three million copies sold) and
the name Russ von Hoelscher has some clout in small business,
advertising and marketing circles. But, to the majority of Ameri-
cans it is unknown and just a rather difficult name to pronounce
(actually it’s easy to pronounce: von whole-sure!). My point is
Russ is highly regarded
this; even after writing more than four dozen books, appearance
as one of the best
copywriters in the world on scads of radio talk shows, and even some television inter-
of direct response. His views, I’m no household name. It takes a constant and massive
ads and letters have sold
media blitz to achieve true star celebrity status in this nation.
over $200 million dollars
worth of products and Very few business and marketing people, or authors, ever achieve
services. One of his it. We need help to convince either business people or consum-
copywriting clients
ers that they should do business with us.
hauled in over $55,000
from just one insertion
of one full page ad. Since it’s unlikely either our personal name or our business name
The cost to run the
is powerful enough to entice the masses to respond to give us a
ad…... only $2,900!
try, we must resort to compelling marketing strategies to be suc-
This may be the all time cessful. I have found no better tactic than the “free sample.”
record for the largest
percentage return from
one insertion ad in a I don’t care what you want to sell, there is a “freebie” you can
business opportunity choose that can bring in a steady flow of new people. All of
magazine.
whom are likely future buyers of your products or services. Trust
me, this works like crazy. The more you give stuff away free,
the more money you’ll ultimately make! First you give, then
you receive!
Over the past few years I’ve given away more than 525,000 books
and booklets (from 12 to 120 pages) to promote other books and
tapes I want to sell. This in turn has enticed business opportu-
nity seekers into becoming distributors of my books, manuals,
and tapes. This has resulted in millions of dollars in sales.
http://www.WorldsTopMarketers.com 526
russ von hoelscher
I helped a client in Minnesota develop a free “ Bass Fishing Guide
Book” that helped sell over 200,000 fishing lures.
http://www.WorldsTopMarketers.com 527
russ von hoelscher
Beware of requesting S.A.S.E. Many mail dealers are fond of
requesting a self-addressed stamped envelope. This often back-
fires. People often dislike hunting for two envelopes, two stamps,
plus the addressing of both, even when you offer a free sample
of this or that. I remember testing the requesting of a S.A.S.E.
against requesting just a loose stamp, on a promotion years ago.
The loose stamp offer beat the S.A.S.E. by a 5 to 3 margin!
Unless you absolutely must offset costs, your response will al-
ways be much stronger when you request nothing but a simple
no-cost reply.
Your free offer need not be expensive. In fact, it should not be.
What is important is that it rings a responsive bell, with the type
of person who is mot likely to respond to your main offer.
http://www.WorldsTopMarketers.com 528
russ von hoelscher
Many people are greatly surprised when I reveal to them that my
120 page book, “How to Make $2,000 A Week Selling Informa-
tion By Mail” costs only about 25¢ a copy, in quantities of 25,000
or more. Although I have given it an attractive high-gloss cover,
using newsprint for the inside pages saved substantial money.
Although I usually favor “paper and ink” for a free sample, al-
most any type of inexpensive gizmo can work well. All that is
vital is that it must offer high perceived value to your target au-
dience. Tease them with the free offer, then please them with
the freebie you send or give away.
Your main offer must be sent with the freebie, and your strong
sales message must convey the message, “if you like what I just
gave you free, just imagine how much you’re going to enjoy
what I have for sale!”
http://www.WorldsTopMarketers.com 529
russ von hoelscher
To receive maximum benefit from your free offer, make certain
that you are offering something that is not just free, but also
something that is valuable and wanted. If it is not “perceived”
as valuable, the impact of your freebie will be lost. Your free
sample should be viewed as a powerful selling tool for the ulti-
mate sale you wish to make. Foolish is the direct marketer who
wastes the power of a free sample by carelessly throwing out a
booklet or report that offers no true value, or some type of little
product, novelty, or service, that will be regarded as cheap and
of little or no use. This is a big mistake! Yes, we must do every-
thing possible to find or develop an inexpensive item to offer
free, but it must fill a need. It must offer value, regardless of its
low cost. The goal is to make responders happy with what we
have given them. We want them pleased about what they re-
ceive free, and thinking good thoughts about our company and
us. Our free sample must build confidence, and make people
eager to continue a business relationship with our firm.
Do not choose the free sample you will offer in any haphazard
fashion. Think about exactly what type of product will be wel-
comed and helpful to your potential customers. Like any good
“loss leader” used by retailers (grocery stores, department stores,
etc.), we want our freebie to attract and please our responder, so
that he or she will be inclined to make future purchases.
For best results, your free sample offer should be directly re-
lated to those items that you wish to sell.
http://www.WorldsTopMarketers.com 530
russ von hoelscher
If it sounds good, and interesting, and there is no obligation,
(always mention that there is none) people are motivated to re-
spond. Everybody likes to receive something of value free.
I have found that "Free get acquainted Offers" can work like
magic to build a strong Direct Response Marketing business.
http://www.WorldsTopMarketers.com 531
dottie walters
Dottie Walters CSP,
A Deal A Day!
Secrets Behind
International Profes-
sional Speaker, Author,
Consultant To Speakers
and to Speakers Bureau
owners Publisher/Editor:
The Amazing
SHARING IDEAS MAGA-
ZINE, 24th year Presi-
dent, Walters Interna-
tional Speakers Bureau
Publisher International
Success of People
Directory of Speakers
Bureaus Founder:
International Assn. of
Speakers Bureau Owners
Ph 626-335-8069
http://www.WorldsTopMarketers.com 533
dottie walters
Great Marketers Are Waiting For You at the Library
I have always loved reading biographies, and have especially
found kindred minds in their life stories. Albert Einstein told me
in one of his books: "I look at things others see, then I think of
new things no one else has yet thought of." Mr. Einstein also
advised me (and you) "not to fuss about problems. Instead, con-
centrate on solutions." Solutions!
http://www.WorldsTopMarketers.com 534
dottie walters
Without Pause
I made up my mind to do something positive and creative to
help the finances of our little family -- every single day. When I
walked by the "No Help Wanted" sign on the Baldwin Park Bul-
letin newspaper door with my babies, my sad baby stroller, and
my typed column and asked for the Publisher, I was shaking.
But I told him I wanted to create a Shoppers Column Marketing
Feature for him. I proposed to buy ad space, at wholesale, then
sell it as my interesting column to the merchants. The difference
between wholesale and retail would be my profit. His profit
would be an interesting marketing feature from the view point
of the customer, and a steady advertiser. Me!
Then I laid out in front of him my little high school Press card.
He smiled and okayed the placement I asked for: Front page of
the 2nd section, right hand column. I held my breath, then he
agreed! He said afterwards that he never expected to see me
again. But I had my column in early, and had cut little cartoon
mats to illustrate the items I wrote about . Listen to your Cus-
tomers
Teachers are all around you when you determine to create a new
"Deal-a-Day." Some of the merchants wanted. First place or last
place position in the column. They asked me how much those
positions cost! Wow! I had not thought of that yet. Some said
they wanted to "Nail down that spot" and insisted I write an
annual contract for them which they paid in advance! (With that
first big "Deal a Day" I bought a model A Ford and retired the
baby stroller.)
http://www.WorldsTopMarketers.com 535
dottie walters
Help is At Hand
When one of my merchant clients asked me to speak for his
Kiwanis club luncheon, I had to think of a title and subject for
my program. Speaking is a wonderful marketing road to new
clients . I traded baby sitting with my neighbor and borrowed
her car. (If you had seen me drive off that morning, would you
have believed that I would speak for high fees all over the world?
Write books that people found helpful and useful worldwide too?)
I had thought about what I knew, who I was, and decided that I
was a home owner, wife and mother, and most of all I was the
customer of the Kiwanis members who all owned local busi-
nesses. So I decided to call my luncheon talk, "What Does Your
Customer Really WANT?" The answer, of course was, courtesy,
kindness, interest, assistance and caring. I used the fingers on
my hand to illustrate these customer cravings.
http://www.WorldsTopMarketers.com 536
dottie walters
Within a year I had opened 4 offices, had taught my 285 em-
ployees how to market and sell advertising, and we had 4,000
annual advertising contracts on our books.
"When you have darkened your room and closed your eyes-
Make a DEAL-A-Day!
http://www.WorldsTopMarketers.com 537
eric ward
Linking
Opportunities
Eric Ward is President of
for Your Site
– Look Beyond
NetPOST and URLwire
Your Homepage
Web sites back in 1994,
and he still offers those
services today. His client
list is a who's who of
online brands. Ward is
best known as the
person behind the Getting your site listed and linked in the many search engines
original linking campaign
for Amazon.com Books.
and directories around the Web is not a trivial task. But most
people short cut this process.
It's easy to convince yourself that it's only the top 10 or so search
engines and directories that matter, but this is not the case at all.
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eric ward
Depending on your site's content and features, you may have
many linkable content elements beyond your home page URL.
PDF Files
If your site has a lot of Acrobat files, you can get links to these
files at PDF search engines like Adobe's at http://
searchpdf.adobe.com Google will also index PDF documents if
it knows where to find them.
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eric ward
If your site has music in MP3 format, there are many excellent
MP3 search engines that will list your files. Examples include
MP3 Finder at http://www.emp3finder.com/ and MusicSeek, at
http://www.musicseek.net/ Most of these content specific search
engines have an "add your files" link.
Eric and his wife Melissa
split time between
offices in Knoxville, Software Downloads
Tennessee and Santa If your site offers downloads of software or other applications
Rosa Beach Florida.
like plug-ins or games, you can get links to them at the many
www.ericward.com software search engines. SoftSearch at http://
www.netpost.com www.softsearch.com is an example.
www.urlwire.com
Images
If the majority of your site is made up of images (e.g., if you sell
artwork or other products requiring users to view large images
on your site), then submit your image files to places like Ditto at
http://www.ditto.com
Search Engine
If you run a niche search engine where you have indexed sites
just in that niche, you should make sure your engine itself is
linked at sites that catalog topical search engines, like CNET's
at http://www.search.com
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eric ward
Web Cams
Any site that operates a web cam, like a hotel, travel destination,
zoo, landmark, museum, et., can submit the Web-cam for a link
at link guides like WebCam Central at http://
www.camcentral.com/
Headlines
Do you provide a daily news section on your site about a par-
ticular industry or niche? Sites like Moreover will index your
headlines and link to your articles/news items. http://
www.Moreover.com
Good linking!
http://www.WorldsTopMarketers.com 541
Get an Online
Marketing Audit
from Eric Ward
Let me analyze and audit where your site stands across the larg-
est search engines, directories, and web guides. I'll also perform
an inbound link study for your site, and compare all findings to
http://www.ericward.com/strategyreport.html
jacques werth
Fast Selling
in the New
Jacques Werth is
the President of High
Probability Selling of
Dresher, PA, the sales
Millennium
training and sales
consulting organization
It’s a New World out there. We want to get there faster and do it
founded in 1989. faster when we get there, lest somebody else get there first. In
sales, this translates to: see as many prospects as you can—fast.
High Probability Selling
(HPS) is the new sales
Close as many as you can, nurture the relationships, and repeat
paradigm developed by with more prospects.
Werth after observing
hundreds of the top
salespeople (the top
But those sales practices don’t work. Only nineteen percent of
one-percent) in 23 those attending the average sales training course show any sus-
different industries. tained improvement—because most of those trainings still teach
Werth holds an MBA and
has been a top sales
sales methods developed twenty to fifty years ago—that don’t
producer for over 30 work today. Those obsolete sales tactics simply can’t keep up in
years. His company today’s business climate.
offers sales training to
individuals and corporate
groups via On-Site or The average American now receives over eleven thousand in-
Distance Learning formational messages per day. From all of those messages, we
workshops.
decide how to meet our needs and wants. Thus, most prospects
who want and can afford your product or service already know
they want it.
http://www.WorldsTopMarketers.com 543
jacques werth
Yet, most salespeople still chase those who are merely inter-
ested—instead of genuine prospects!
But you can now choose to utilize a new, more effective sales
process! Don’t struggle with your old selling methods; learn how
to find the prospects who already want to buy what you’re
selling!
http://www.WorldsTopMarketers.com 544
jacques werth
For instance, traditional sales methods stress “selling the appoint-
ment.” Supposedly, a face-to-face meeting maximizes the chance
of a sale.
But that’s far from true! You still have to try to establish “rap-
High Probability Selling
port,” demonstrate the product, perform needs analyses, put to-
is a radically new and
highly effective way to gether charts and handouts, do presentations, devise and revise
sell without all of the proposals, attend multiple meetings, handle objections, and try
angst of traditional
multiple closes. It’s a colossal waste of time when— eighty-three
manipulative selling
methods. Visit the HPS percent of the time —the customer says no, or worse, has to “think
website at: http:// it over.”
www.highprobsell.com
or contact Werth at
jacquesw@highprobsell.com. Tradional selling is an extremely stressful and uncertain endeavor.
The phone number is Most sales people face daily rejection and hostility—which they
800-394-7762.
unknowingly cause. Many feel trapped or burned out; sales has
the highest turnover of all major business functions; over sixty-
five percent leave within the first few years. In insurance and
real estate, the failure rate is around ninety percent. It’s not sur-
prising that salespeople need frequent injections of external
motivation!
Most people buy major purchases from the salesperson they trust
and respect the most. This new selling process generates trust
and respect.
http://www.WorldsTopMarketers.com 545
jacques werth
Traditional selling systems use manipulative tactics such as “es-
tablishing rapport” to get prospects to like them. However,
likability has nothing to do with trust and respect.
http://www.WorldsTopMarketers.com 546
jacques werth
Often, you’ve eliminated the need to make glitzy presentations,
educate the prospect, demonstrate the product to many other
people, and respond to objections; you and your customer al-
most immediately draw up the “Conditions of Satisfaction”
(terms of sale). Then the order follows—without ever asking for
it!
http://www.WorldsTopMarketers.com 547
shawn wheeland
Are you stuck
where you
Shawn joined Network
Marketing as a pioneer in
January 1994. The new
started?
What is your
company had the best
training systems known
in the industry. He
listened to tapes, he
read books, and he
monster?
listened to more tapes
until he had internalized
the material. He trained
his organization so well
that he had established a
six figure a year income
with the smallest organi- This past week I was a guest speaker on a conference call. On
zation of any National
that call I was asked, "how do people motivate themselves?"
Director in that com-
pany. "How do people become self-starters?" I thought the answer to
this question was most appropriate for this time of the year when
Shawn was honored at
we reflect back counting our blessings.
the January 1996
National Conference
with a 1995 Leadership The first step to becoming a self-starter is recognizing where
(Golden Eagle) Award.
you have brought your life to this point. I know that may not
This was the only award
given for leadership in make sense, stay with me. Mr. E. James Rohn encourages each
the history of that of us to occasionally visit the less fortunate side of town. I call it
company.
life appreciation day.
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shawn wheeland
I have found by stepping into the world of the less fortunate and
then returning to my world it becomes vividly clear how truly
fortunate I have been. The reminder that poor money manage-
ment, under developed leadership skills, greed, dishonesty, un-
ethical business practices, and being dollar focused as opposed
In early 1999, Shawn
to value focused could land me in the world of the unfortunate
developed a website for
his organization for keeps me focused.
prospecting and recruit-
ing. (Homebusiness.to,
How these people move throughout each day, what they do, when
Inc.) The night that
Shawn introduced they do it, and how they do it, their philosophical approach to
Homebusiness.to to his the decisions they make and how those decisions effect their
organization is one that
lives also work as a constant reminder that it is each person's
will be remembered in
the pages of Network personal philosophy that determines their outcome in life. Many
Marketing history. people approach life's challenges blind and with no direction.
http://www.WorldsTopMarketers.com 549
shawn wheeland
I made this very real in my mind. I know you think I have lost it.
Trust me when in this zone I was not aware of the other racers. I
was not aware of those watching. Really, I was not focused on
winning. My sole purpose was to go faster NOW so the big guy
did not consume me.
Homebusiness.to, Inc.
skyrocketed to listed one
of the top 10,000 sites What is your monster? Do you have a monster? If you think
on the Internet. Word of everything is going to remain trouble free in your world and
mouth and the offline
without challenge, you are wrong. Let September 11, 2001 be
techniques taught by
Shawn had taken this an example. The most powerful nation in the world shaken,
number one prospecting woken to the fact that uncertainty is part of life.
and recruiting site to the
entire industry. Shawn
was now in touch with Before I let you go I want to share two of my personal monsters
some of the top leaders with you. I hope by sharing this information you will realize my
in the industry. Always
sincerity. Leadership is action not position so here we go.
listening he realized that
all the top leaders in the
industry were doing the I believe that eventually the world will be made up of two groups
same thing. He listened
of people, those who are in debt, and those who are debt free.
and added things to the
site that the industry Those who owe will pay an unbelievable price. They will NOT
needed. be allowed to control their lives. They will report to the slave
master sacrificing their entire mind, body, and soul in order to
Homebusiness.to is used
worldwide with corpo- survive. Their desire to have material things immediately will
rate contracts in Europe, plague them with large debt demanding large sums of interest.
and currently translated
They are damned and will never escape the gloom of this dark
in German with future
plans to introduce cloud. Their children will be subject to the demands of the world.
versions in Spain, Japan, Each day will be life taking and full of wistful regret.
and Australia.
Those who are debt free and have invested well will control those
who have not. The rest of the society will be one hundred per-
cent at their disposal. These smart self-educated people will be
in total control of their lives. They will lead stress free lives and
their children will be protected from the scourges of the world.
http://www.WorldsTopMarketers.com 550
shawn wheeland
They will be wistful regret free and the memories of their lives
will be extremely positive and life giving. They will be free to
design their lives.
http://www.WorldsTopMarketers.com 551
shawn wheeland
WHY THIS ARTICLE WAS SO EFFECTIVE
This information provided in this article has made a major dif-
ference for many people then most Leadership Tips I have writ-
ten. Everyone has a Monster. The tragedy is very few people use
it as a positive tool to drive them toward a worthwhile goal.
http://www.WorldsTopMarketers.com 552
phil wiley
Creating a
mini affiliate site
from scratch
Phil Wiley is editor of
All the Secrets, a free
weekly newsletter about
growing your own home
business on the web.
Writing from a moun-
tain-top home in a
remote part of Australia, Here's a quick step by step guide to creating a mini affiliate site
Phil always says that he's from scratch. You can do it today in just a couple of hours or
living proof you can live
anywhere and make a less. Here's my diary from earlier today (Aussie time)
very good income on
the web. Phil's book, 11.45am: Logged into Commission-Junction to find a replace-
Mini Site Profits, which
shows how to quickly ment cell phone program for my mini site http://www.cell-phone-
build a network of small, free.com ( the affiliate program I linked to has been de-activated
direct response web because of chargebacks)
sites to make affiliate
sales is a best seller.
I glanced at the new affiliate program listings and one jumped
out as being a perfect subject for a quick new mini site.
Tons of people have bad breath. Great topic for a mini site. Or is
it? Depends on what products there are to sell, and how many
potential online buyers there are.
http://www.WorldsTopMarketers.com 553
phil wiley
11.47am: Followed the CJ link to http://www.orasweet.com/
which sells a new product called a tongue scraper, and pays 30%
commission. Dismayed to find the product only sells for $3.50,
which means it only pays a little over $1 per sale. But then I
followed the sales links to find the site does an upsell on the
order form, which makes it much more attractive for people to
buy a $14 package or a $27 family package. This is more like it!
12noon: Visited GoTo to see what people are willing to pay for
high rankings on these search terms. If people are paying for
ranking they must be making money from it. Discovered that 6
cents will get you 10th spot in GoTo for halitosis, and 40 cents a
click will take you to number 1.
http://www.WorldsTopMarketers.com 554
phil wiley
But more importantly found a number of other items to sell, or
upsell from a mini site, including BreathAlert, an electronic
palm-size monitor that "detects and measures the presence of
annoying or embarrassing breath odors."
Now I'm sure that lots of people who think they might have bad
breath would love to be able to find out for sure with this prod-
uct.
But it has possibilities. Ran out of time to look further. But odds
are there are some much better affiliate programs around for this
product.
http://www.WorldsTopMarketers.com 555
phil wiley
12.40pm: Look up available domain names, and ideas for do-
main names by using Name Boy. http://www.nameboy.com which
lets you enter both bad breath and halitosis. Available names, at
the time of writing on 2nd Aug 2001) include:
breath-fresh.com
awful-breath.com
bad-breath-cure.com
bad-breaths.com
my-bad-breath.com
problembreath.com
betterkissing.com
1.10pm: Lack of time means I'm not going to build a mini site
on this subject. But YOU can, which is why I've written this
article for you.
http://www.WorldsTopMarketers.com 556
phil wiley
If you'd like to read a lot more about building mini sites, includ-
ing much more detailed step-by-step help, you need my Mini
site Profits book. http://www.minisiteprofits.com
http://www.WorldsTopMarketers.com 557
“The Easy Way to create a stream of fast,
low-cost, mini sites that create an incredible
cashflow 24-Hours a Day, Non-Stop!”
If you’ve been struggling to make a fortune promoting affiliate programs you’re not alone. It’s
not as easy as some people make out... as you’ll know if you’ve been trying.
But what if I told you that I’ve discovered an easy way to affiliate success? A way that will
help you make more affiliate sales every day than most people make in a month.
If you promote affiliate programs or if you are thinking about building a site to promote affiliate
programs, here’s a hands-on Action Guide that can save you lots of time, money and energy. It
contains everything you need to know to create incredible profits with affiliate programs.
Message
manuscript, and my self-
employment ventures
took off from there.
I've always had a
penchant for writing
marketing copy, so it
was right up my alley People hear or read over 2,000 marketing messages each day
when clients began and their response to a vast majority of them is: So what? Who
asking for assistance in
cares? Says who?
creating their web
pages, brochures, sales
letters, newsletters, etc. What’s the reason for this indifference (other than they’re turned
I have written articles
off by the sheer number)? It's because more than 90% of all
for a local business
journal, conducted marketing messages concentrate on the product or the service
workshops on marketing instead of its benefits. Little wonder that so many brochures,
communications, done
flyers, direct mail, and other promotional materials end up in
some consulting work
on marketing, and the trash.
written two E-books.
http://www.WorldsTopMarketers.com 559
nan yielding
While these features may bring added value, does any one of
them give the consumer a compelling reason to part with his or
her money?
Although Linda felt I did have a flair for writing and had done a
fairly decent job of putting my information together, she pointed
out that I had not given my potential customers any reasons to
do business with me. I didn't understand. I thought that every-
thing I had written was telling how great it would be to use my
service. Not so, said Linda, and during the next hour or so, she
gave me valuable instruction about the most essential part of
any marketing message.
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nan yielding
What I Learned
http://www.WorldsTopMarketers.com 561
nan yielding
Wants vs. Needs
Studies have shown that people will buy what they want rather
than what they need. In other words, if there is a conflict be-
tween emotion and intellect in the buying decision, emotion will
win. What this means to you is that your marketing program
needs to directly address the inner aspirations and yearnings of
your prospects.
http://www.WorldsTopMarketers.com 562
nan yielding
His or her personal concerns have become secondary and your
message quickly loses its impact.
http://www.WorldsTopMarketers.com 563
michael carney
Around The
World’s Top
Michael Carney has
spent the last 30 years
in advertising and
marketing.
Marketers
In 30 Days
He began his career as a
radio copywriter at the
tender age of 17, before
being lured to advertis-
ing agencies for the next
20 years, predominantly
in media management My most effective “article” has undoubtedly been the series of
and media director roles. emails that led to the creation of this ebook, over a 30 Day Pe-
riod. The project didn’t exist until the 15th of January 2002. By
In 1991, he set up his
own independent media the 15th of February, this ebook was completed, produced and
shop, planning and ready to rock.
placing advertising
campaigns for a wide
variety of clients. Most of my time, in the first few days of the project, was spent
searching my bookshelves and the web, identifying, and then
finding email addresses for those who might qualify as “The
World’s Top Marketers.” The first email, on the 15th of Janu-
ary, announcing the project, was sent out personally addressed
to each marketer.
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michael carney
Subject: An Invitation To The World's Top Marketers
Dear [name1]
Will you join us? I don't want to namedrop, but you'll be in ex-
alted company, as you'd expect when you're mixing with "the
world's top marketers".
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michael carney
Some find it easy to choose their most effective article — others
of you have a tough time selecting from their power-packed col-
lection of great stories.
Can you spare a moment to think over the articles you've writ-
ten, and choose the most effective of them all? Thanks.
Oh, one other thing. Readers love to know the background be-
hind the story. Why was this article so effective? How did you
decide that?
COPYRIGHT
Naturally, you'll retain full copyright on all your materials -- I'll
include a notice to that effect in the ebook. Was the article origi-
nally published by some other publisher? Then you'll need to
confirm that the rights have reverted to you -- a wise move for
any of your articles, of course.
DEADLINE
Deadline? Must have a deadline.
EBOOK FORMAT
To be published in Acrobat .pdf format, standard US letter size.
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michael carney
AFFILIATE PROGRAM
Yes, OF COURSE you'll have the opportunity to promote and
sell this eBook to your customers. You'll receive a generous
Commission on every sale you make.
MARKETING
If the world's top marketers can't sell this ebook, who can? As
we move towards publication date, every marketer will be in-
vited to toss in a marketing idea or two, to promote the ebook.
** NOW **
1. Please just Reply to this email, with the word 'YES' in the
Subject line, indicating you're ready to take up the challenge.
** BEFORE JANUARY 31 **
2. When you get a few moments, think about and then select
your most effective article ever.
4. Dust off your bio (or list an URL where it can be found),
including a .jpg photo (optional).
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michael carney
5. Email the article, e x p l a n a t i o n and bio to me at:
topmarketers@shoestringmarketing.net
** SOMETIME IN FEBRUARY **
That first email, on the 15th, went out to just 22 recipients – the
first batch of marketers whose email addresses I could find.
Within a few hours, two of them (Joe Vitale and Yanik Silver)
had agreed to take part.
Wow! When the World's Top Marketers move, they move fast!
http://www.WorldsTopMarketers.com 568
michael carney
Already, more than 20 [then 25, then 30, then 40, 50, 60, 70] of
today's hottest marketers have signed on, including -
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michael carney
By now, I had more than enough contributors to create an excel-
lent ebook. But the deadline, January 31st was fast approach-
ing, and I wanted to give late-comers one last shot.
76 of the World's Top Marketers are waiting for you to join them
- but they can't wait much longer.
http://www.WorldsTopMarketers.com 570
michael carney
But that’s not a problem. The way I see it, I now have 14 pre-
committed contributors to the sequel:
More Of The Most Effective Articles Ever –
From More Of The World’s Top Marketers!
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