1. How is the seller living? Do his/her claims of success appear compatible with his/her standard of living?

2. If the seller will not allow you to audit his/her books before making a purchase, you should think about doing business elsewhere.

3. You should ask what a seller has to hide if he/she will not let your accountant or lawyer review the company books or financial statement.

4. Make certain the office equipment (typewriters, copy machine, computers, office furniture inventory, etc.) is paid for. You do not want to buy a business and have part of it repossessed.

5. If the business owner claims to have been operating for years but has no tax returns to show you, you will have nothing to go by except the seller’s word. That may not be enough.

6. Sometimes you will find a business that has brought in more money than shows on the books. This is done by “skimming” a percentage of sales off the top. Keep in

mind that if the seller will defraud the government, he/she may feel quite comfortable in defrauding you as a buyer. Don’t get cheated when you buy your first business. There are many people who will mislead.

7. Remember, if you purchase a business and the seller owes back state sales taxes, you could be held liable.

8. Never let a seller rush you into a purchase, even if it means little or nothing down, unless you can verify all available records.

9. If there is a large inventory, either do the inventory yourself, or have an inventory firm do it for you. Never agree to the owner’s inventory of stock.

10. Never assume the lease on a business is assumable. Check it out. Many are not.

11. While a business loan may be assumable, interest rates may increase. It is important to keep interest rates as low as possible.

12. Banks may hesitate to provide financing if the seller is not willing to carry any part of the financing. Banks will wonder why the seller wants all cash. Are the financial records accurate? Does the seller have some concerns that are not so apparent to everyone else?

13. Make certain that “net profit” on a seller’s books is really net profit. Sometimes, a seller will not draw any salary for him/herself, or pay any wages.

Consequently, what shows on the books as a net profit, is not a net profit at all. In other words, the only real net profit that will be made is if he/she sells the business to you at retail.

People want to receive recognition for the qualities they possess. They do not necessarily want flattery, but there is nothing wrong with having people tell you that you look attractive, have intelligence, have good judgment, or good taste, in the things you possess.

When people recognize you as an authority in some area, that can be a real confidence builder. People also like to hear that they are good parents and are doing an excellent job with their children.

People appreciate being praised as knowledgeable and up-to-date. They also enjoy being complimented because they appreciate things that are cultural and beautiful, are creative and efficient, and are “first” in many areas.

When a person has done well for him/herself by overcoming many obstacles and difficulties, praise from others is something he/she deserves and should receive. (Could you write a book that offers both information and praise directed at the reader?)

Having something that is popular is how to make sure you make the most profits possible. You have to study successful promotions that have been run by other companies in your market and pattern yourself after that.

Also, you should try to understand the main selling messages that are really working for other companies. What do the people in your market really want? What’s most important to them?

It’s all a game of solve the riddle. If you are able to do it and come up with the right combination of elements, not only have you solved the riddle, but also you can potentially use that information to get rich!

There is free exposure that you can get out there. You shouldn’t have to be dependent on buying advertising space. There are many ways to get publicity for what you offer that will cost you nothing!

In the business of direct-response marketing, there are three basic expenses: printing, postage, and advertising.

You have to have some advertising initially. You have to have lead-generating ads out there that will bring people in and make them want to know more. Then, you have to send those people some printed item through the mail further explaining your offer. And it costs postage to send that printed item through the mail.

If you correctly use the proper techniques, you will discover a bypass that will allow you to skip one of the three basic expenses at first: advertising. This is why you don’t have to buy any advertising when you are first getting started!

When a business is just starting out, every bit of money is important and has to be budgeted very carefully. These techniques will help you make more profit for every dollar you

spend, which you can use to make your business more successful!

Many companies are going on talk shows to promote their products and services. Other companies are sending publicity releases to magazine and newspaper editors. Still others are getting their products placed in mail-order catalogs, and the catalog company does all of the free advertising for them. Another way to get free advertising is through distributors who sell their products for them and pay for the printing and postage as well. Some companies write feature articles for magazines. Their advertising is paid with the profits they make from customers who read the article and spent money on what the company had to offer them.

Sometimes companies actually work out incentive arrangements so their customers give sales material to other prospective customers. Through use of these techniques some companies are making millions and millions of dollars without spending any money! These ideas take a little more time and work to implement, but they are free publicity. And FREE PUBLICITY CAN CREATE A BUYING FRENZY FOR YOUR PRODUCT OR SERVICE!

How can free publicity do this? Let’s say you run an ad in a magazine that costs you thousands of dollars. People read advertisements passively. They read the

magazines because they like reading the articles, not the advertisements in the magazines.

When an editor gives you a free write-up, though, the dynamics change. People don’t realize the editor is handing them an advertisement; they usually think it’s a human interest story. It seems to be a non-commercial message, which makes people read it more and be much more open to accepting the offer.

This is what creates a buying frenzy. We know of one man who wrote a book called
How to Stretch Your Paycheck. He got
Women’s Day magazine to give him a write-up about his book. All he did was send a letter about his book to the editor of the magazine. The letter included a picture of the book, an explanation of all the highlights of the book, and an offer to allow the editor to order a copy of the book for free.

The editor liked the concept of the book and, without even ordering the book, the editor gave him a nice little write-up about the book. 188,000 orders came in for this book in 1995, and he ended up doing over $3,000,000 of business . . . thanks to that one little write-up in a magazine!

Then, he was struck with an idea. If he could pull in 188,000 orders from one small magazine write-up, what would happen if he ran an advertisement in the magazine?

He ran an ad that was the same size as the write-up the editor had written - a one-sixth of a page ad - and he got six orders.

This is a good illustration that shows you how a buying frenzy can occur when a story of a product can be perceived as an article. But the success can change radically and dramatically when an ad for the same product or service is placed.

There are six questions that, if answered correctly, can give you the information you need to become a millionaire! You can become a millionaire sooner than you think! Here are the six questions:

1) Am I writing to a typical prospect who has answered my ad? You must always think like your average customer. Think about their interests, desires, needs, etc.

2) Does this person I am writing to represent the average name on the list I am using for my direct-mail promotion? Your mailing list represents the most critical source you have! Even if your sales letter is the best on the market, it won’t do you any good to mail it to the wrong list. So, you must make sure the person you are writing to represents the average person on the list!

3) Does this person operate a business or belong to a profession? You must know everything about your prospect in order to fully know who you are sending your offer to. You must know everything about them so you know beforehand if they are

interested in the product or service you are offering.

4) Is the person a homemaker or a retired person? Again, know your market. You must understand everything about the person(s) you are trying to sell your product or services to. You must know about the problems they face so that they can find solutions to their problems by purchasing your product or service.

5) What are the social, financial, and vocational circumstances? Look at the lives of your target market. Find out what they do every day. Where do they work? Do they work full-time, part-time, or work from home? Find out what problems they face, and then find products to fix those problems!

6) How will my prospects respond to a given product, and what are the factors that will influence their buying decisions? The answer to this question will come from studying and knowing your target market! Over time you will learn which customers respond to what ads, and what sales letters work better than others. The ongoing answer will evolve with time as your products and services change.

If you can find the answers to these questions, you stand a good chance to make a lot of money! In short, you must find out what your customers want and need! One of the easiest ways to make money is to find a problem people are having and then sell them a solution to that problem! If you can do that, you will be on your way to total financial freedom!

When people misjudge another person, or consider them less educated, intelligent, or cultured than they are, it can be embarrassing.

Just because a person does not “come from the right side of the tracks,” it does not mean he/she cannot learn, or does not know how to do things correctly. No-one wants to seem less capable than the next person.

Everyone has the opportunity to overcome misfortunes, whatever they may be. They want to be in a position where their children will never have to be ashamed of them. No-one wants someone else to “look down on them.”

Everyone wants to maintain their self-respect and not run the risk of making fools of themselves. (Can you think of a book that would offer people “personal prestige”?)

There are five ways you can make your ad extremely profitable. Many companies, including us, use these to give ads the utmost profit potential we possibly can. These steps work for us, and they could work for you, too!

Follow these five steps, and you will design your ad to be a SUPER SALES MACHINE that will crank out dollars like crazy!

1. You must get the reader’s attention.

Remember, you’re trying to flag down the prospects who are most likely to become your best customers and get their attention and interest. People read ad copy very passively, and you have to grab their attention from the moment they first see your ad and keep their interest throughout your ad copy. If you don’t chances are that your copy will end up in their trash can C and you won’t get their money.

2. You must show the reader the offer’s benefits and advantage.

The only reason people buy is because they want the end result that the product or service will give to them. The only thing they care about is what’s in it for them. A lot of real thought has to go into this initially. You have to

think what the biggest benefit your product or service provides that would attract the most
number of customers and prospects. In a small ad it’s even more important to give the prospects and customers the strongest, most powerful benefit that you have to offer right at the beginning.

3. You must prove your claims.

Whether your ad copy contains testimonials from happy, satisfied customers or some other
form of data backing up what you say, you have to go to great lengths to prove that what you claim in your copy is true. Prospects and customers are skeptical people. They’ve been ripped off before. Tell them, show them, and do your best to convince them that YOU’RE not trying to rip them off as well!

4. You must persuade the reader to grasp the advantages of the value, quality, and benefits being offered.

You have to convince your prospects and customers that you really do have something great for them . . . something that no one else can provide them . . . something special - something that will help them overcome their problems and help them make their dreams and goals come to fruition.

5. You must tell the reader to act.

You have to make it as easy as you possibly can for them to react to your offer. The less work it is, the better. You have to tell them to act, and show them how easy it is for them to do business with you.

If you were to ask most businesspeople why they’ve set a certain price on a certain product, they will shrug and tell you, “It seemed like a good price.” The truth is, prices should be tested as well as anything else.

Different prices will bring in different numbers of sales and different amounts of profits. Sometimes lowering prices will bring in more sales and less money, while a higher price will bring in more money but less sales.

This can also work the opposite way. Sometimes people will look at lower prices and think that the price is too low. They think what’s being offered isn’t up to snuff in one way or another, so they won’t buy it. How can you tell which scenario you need to follow? TEST!

Your product will sell if you offer it to the right prospects. When you are searching for a product or service that will sell, use the check list below to evaluate whether your product is likely to succeed.

1. Does your product offer an advantage?
2. Does it fill a basic human need?
3. Will your product sell year round?
4. Is it readily available in retail stores? If so, find a different product.
5. Has the market been saturated with the same product you want to sell?
6. Will your suppliers be able to provide fast service?
7. Can your product be mailed easily and inexpensively?
8. Have you developed back-end offers?
9. Will the product you are selling be available to you exclusively?
10. Will the product be available from the manufacturer for the long term?
11. Will your profit margin be adequate?
12. Will your product stand up well in mail handling?
13. Can you reproduce or manufacture the product yourself?
14. Can your product be reproduced inexpensively?

It’s because of their AMBITION! A great part of “what it takes to succeed” is AMBITION. Without ambition, very little can be accomplished in any area of life.

Ambition comes from a natural desire to improve one’s self and quality of life. That does not mean that you should become obsessed with money. Rather, be aware of what money from success can do to better your life. Loving money can result in a degenerative greed. And, greed can destroy the most ambitious and successful people.

Ambition is the fuel of success. It takes fuel to power something, and then all you need is a vehicle. The actual money-making ideas and operations you put into effect are the vehicles - they run off of ambition!

People with a lot of ambition have a hunger for making money. They have the mind set that nothing is going to stop them. They are going to keep trying, keep working, keep doing whatever it takes to make their goal of getting rich a reality.

If they get knocked off their horse nineteen times, they are still going to get up that twentieth time and go for the gusto. They keep going. They will not be stopped.

Their ambition is going to assure that they always make more money. Why? Because with that ambition comes the way they think about life, business, success, and making money. Those people will always make more because they have more fuel to put in their vehicle!

All you have to give them is information that is valuable to their readers! Editors are forced to stare at a blank page of paper and fill it with loads of information that they feel their readers are interested in! You can make their job easier if you will give them something that both fills that empty space AND is of interest to their readers! If you make their job easier, they will give you all the publicity you want!

One key thing to remember when writing free publicity is to keep your piece from sounding too advertisement-like. Make it more like a news story. Then, briefly at the end of the story, you can include information on how they can contact you for more information.

Specifically know what you’re looking for. This is the secret to getting started for pennies on the dollar! If you don’t have much money at your disposal, then you for a business that is distressed. Look for someone wanting to get out of business. You’re looking for a business you can get into without putting up a large amount of your own money.

Find the right deal at the right time - find a business whose owner is sick and tired of running it and is willing to practically hand you the keys.

Many times, you can find owners that just want out of the business. You have to have the right situation at the right time.

Let the business owner know you don’t have the money, but you can turn that business around. Tell them how you can turn that business around. Stay in touch with them.

At first, most owners will be really confident and overprice their businesses. They think that the business will easily sell for a lot of money, but six months later they don’t have any serious inquiries. They may get desperate

and if they realize that you’re just a person without the money who really stands a chance to turn the business around, they will eventually let you in.

You will be seen as a last resort. As long as you make good rapport with that business owner all along, you will eventually catch their interest. At first they won’t consider it, but, as time passes and they still have a business no one wants to buy, the owner will soften up to what you have to say. This is how you can buy almost any business without spending a penny of your own money!

Keep your files. Keep your contacts. Let those business owners know why you you’re sincere and why you think you can turn that business around for the better. This is how the buyer/seller game of “wait and see” can make you hundreds of thousands of dollars!

Sell them on the concept that, although you won’t be able to give them all the money right away, they can retain part of the ownership until you’ve paid off. Sooner or later, you will erode the apprehensions of the business owner. The key is to be consistent and persistent.

A “blind offer” is an offer that tells the prospect or customer a little about the product or service you are trying to sell them... but leaves them wanting to know more. These offers do not tell your prospects or customers everything. If they want to know more, they’ll have to spend their money and buy your product or service.

Why are these blind offers are so powerful: CURIOSITY! They make people want to know more. But the only way they can find out more is to send you their money. They must buy to satisfy their curiosity.

This is a pressure/release technique. First, you tease them with your offer. You make them want the benefits you are telling them how to get. Then, you make them want what you are selling. You make them want to know more. YOU ARE PUTTING THEM UNDER PRESSURE. . . Then you take the pressure off of them by letting them send for your product or service.

The best way to learn how to use this pressure/release technique is to study the way other people are using it. Examine the sales material other people are using, and you’ll see this technique used a lot. Then pattern all of

your sales material around the same concepts you see other people using.

A WORD OF WARNING: This “blind offer” strategy can blow up in your face if you don’t give your customers MORE than you promised them. Many companies make this mistake. They make their offer sound like it’s the greatest thing ever... The customer sends for it with great anticipation... And then they get cheated. THEY WILL NEVER DO BUSINESS WITH YOU AGAIN IF THIS HAPPENS. Remember, your key to getting rich is to build a business, not a promotion. You want people to be happy with their purchase so they’ll come back and re-buy from you again and again. The only way you can do this is to provide tremendous value. Give your customers and prospects MORE than they paid for every time you do business with them, and you can get rich. Over-deliver.

Know why the people in your market buy the types of products and services that sell the best. This is the secret you can use to sell to millions of people in your market. What are the people you sell to really looking for? Here’s an important tip: People don’t buy products and services. They buy the end results of what they believe those products or services will do for them. Discover what these are and then use this knowledge in all of your sales promotions.

Develop a strong Unique Selling Position (U.S.P.). This is a proven way you can dominate your market. Most businesses are weak in this area. There’s no compelling reason to do business with them.

You can “kill” these competitors in the marketplace. All you have to do is clearly communicate the specific benefits of doing business with you instead of them. Make sure all your prospects and customers know this. Use your U.S.P. in all of your ads and sales letters. People will see your U.S.P. and favor you over your competitors.

Read your newspaper, check with your business broker, real estate agent, or ask around. Enough searching will lead you to businesses that are in trouble. These businesses can be purchased for pennies on the dollar, or for no money at all.

Many of these businesses could be turned around. You can sell off the assets, work out payment plans with the suppliers, and find new ways to market the product or service to the people who have done business with the company in the past. Often, all it takes is a fresh new approach - a new vision - new ideas - and lots of new energy to turn a troubled business into millions of dollars.

There are many little mail-order companies that don’t know what to do with their names and lists. They are in the business, making sales, filling orders, and building their list . . . but they don’t know what to do with it. This is how to make a fortune by targeting certain groups of people, namely the small mail-order companies!

You can often buy lists from these little companies and work out deals with them. They have the gold mine, but they don’t know how to mine it.

Then, you can turn around and rent them out on the market to make money. This is how to make a fortune by compiling mailing lists! Not many companies out there are doing this. It is a very unique way you can really cash in with mailing lists!

Classified ads can make you a
F-O-R-T-U-N-E! If your ad runs in 100 different publications and you make ten dollars from each ad a month, that’s $1,000 a month!

And it can potentially grow even bigger . . . How much would you make if you ran your ad in 500 publications? A thousand publications? 1,000 publications times $10 per ad equals $10,000! Potentially, classified ads present you with a huge opportunity to make big money.

The secret is, you have to be able to locate the good publications that will continue to pull a nice net profit for you. Then test new publications all the time.

Remember, just because you have a publication already that’s been making money for you doesn’t mean it will keep doing so indefinitely. Always test new ads, always test new publications, and always keep running and re-running your ads in the publications that have shown the initial profits.

Here is the most unusual free advertising method in this manual: LET DISTRIBUTORS SELL YOUR PRODUCTS AND SERVICES FOR YOU! THEY PAY FOR ALL THE ADVERTISING COSTS. YOU JUST SUPPLY THEM WITH THE SALES MATERIAL.

This is one of the most powerful secrets we’ve used to bring in millions of dollars in sales and profits.

This is an unusual way to get FREE Advertising because:

1) Hardly anyone knows about it. The people who are using this method are doing their best to keep it a secret.

2) Most people do not think of distributorships as a way of getting free advertising.

Distributorships are very popular. Many people want this type of business opportunity because everything has been put together for them. You simply give your distributors the products to sell, the sales material, and a simple marketing plan. They spend their money on all of the advertising. Both you and your distributors can make money. The more of your products they sell, the more money you can both make!

Is it possible to launch a mail-order empire using small ads? The answer is an unequivocal yes! All it takes is three things. Here are the three things it will take for you to make HUGE PROFITS from your small inexpensive ad!

1. The small ad has to be used to offer the right product or service . . .

You have to advertise a product or service that your specific market will want. What do your prospective customers want?

2. . . . and the small ad has to be placed in the appropriate media . . .

Today, many publications are published for very specific groups of people. They cater to specific interests. Locate the publications that are geared towards your specific market, and you will be placing the ad in front of the people most likely to become your customers. Place your ad in a publication that is too general and attracts people from a very wide interest range (such as a news magazine), and your ad won’t nearly have the same power, because there are many people reading the publication that don’t care about your product or service.

3. . . . in order to reach the right targeted audience.

Here are the steps we first stumbled onto by accident back in 1988. These steps have made us millions of dollars from our home. Now we’re giving them to you:

1) Start with the market. Think about the people you want to sell to. Don’t concern yourself with the product or service you’re going to sell, that comes later.

2) Study this market. Become familiar with it until you know as much as you can about it.

3) Find three other companies or individuals who are making money in this market. Use their successful methods as your own model.

4) Get started. Go slowly. Develop a plan. Stick with it.

5) Concentrate on doing as much business as you can with your best customers. Then create and develop new products, services, and promotions around the things these people respond the best to.

Catalog companies will push your product like crazy because it makes them money. Let’s not forget that this is the main point: When you’re trying to work with a catalog house, that catalog house becomes your customer. You have to show them how you can make them money, because that’s what they are really interested in. That’s what win-win situations are all about.

Many times businesspeople think that business is only a win-lose situation. These people have the wrong idea about capitalism. They think it’s centered around greed and marketers are people who sit around and think up ways to bilk people out of their money.

That’s not true. There is deviousness in good marketing, but it shouldn’t be used for ripping people off. Instead, it’s used to find out what people want. Then the business can develop a way to give the people what they want. Consequently the marketer and his business can make money.

Catalog companies need to turn a profit in order to make money and survive. The people who find products for the catalog companies have the job of making the money for the company. If they can’t do it, then they lose their job.

Therefore, you have to show them that you can give them what they really want. You have to show them how your product can make them money. Give them the reasons they should include your offer in their catalog. Catalog companies are always in search of hot, new products that will make them money, and that’s an important reason why catalog houses will PUSH YOURS LIKE CRAZY!!

Many of the national magazines that are distributed to mass-markets can potentially be good choices for you to offer through, even if your product is a niche offer.

Let’s say that you have a product designed for arthritis sufferers. The product is a video tape where you have interviewed specialists in the field of alternative medicine. Through your interviews, you have gained information about the condition that most doctors don’t know, don’t accept, or don’t tell their patients.

Within that large group that a mass-market publication goes out to there will be those people that suffer from arthritis pain.

In the back of magazines there are mail order or shopper sections where they will accept much smaller ads for a cheaper price than the magazine’s other advertising. You can get your ad for dirt-cheap prices, you can reach the kind of people you want to reach, and you can potentially make a lot of money.

You already know that you can’t sell something unless you can tell people what you are offering! So, if you have a sales letter, you need people to read it. Here are three things you can easily do to get more people to read your sales letters:

1. Promise the reader that they will be getting a benefit from your product, but don’t immediately tell them what it is. Make them read your sales letter to find out more information!

2. Describe a problem to the target audience. And then promise them a solution!

3. Ask questions that directly relate to the desires of the readers. But, be careful to make sure the answers are always YES answers that move the prospect closer to the sale.

These are three easy things you can do to get more people to read your sales letters. If you will do these things, you will increase your profits by increasing your response!

Many people use competition as an excuse for their failure. They give up when the going gets tough and blame it on the competition. This is just an excuse. There’s actually no such thing as competition if you realize these three things:

1) The insatiable demand of the consumer. People are demanding more and better products and services. There will always be plenty of room for innovative entrepreneurs like YOU: People who are willing to look for these gaps in the marketplace and fill them with products and services that solve some type of unfilled need or desire.

2) The markets are becoming smaller. As consumers demand more, the markets become narrower. They become more specialized. This means they can be served more effectively by smaller companies. This can actually give you an advantage over bigger companies.

3) Technology gives the average person even more power. Computer modems, desktop publishing, fax machines, and overnight delivery service are a few of the technological breakthroughs that make it easier for average people to compete against bigger companies.

These high-tech breakthroughs can give you tremendous money-making power if you use them right.

Making money doesn’t have to take a long time. This is especially true for those of us in the Direct-Response Marketing business.

Here are three easy ways you can get people to send you their money super fast:

(1) Use first class mail. We’ve mailed to our customer base on a Wednesday and had already earned HUGE CASH PROFITS by the following Thursday or Friday.

(2) Use newspapers. You can get your ad in hundreds of local newspapers. Or you can call USA Today on a Wednesday, and get in their weekend edition. This could put your ad in front of millions of people.

(3) Do a telemarketing campaign to your best customers. Say you put a $500.00 product/offer together and began calling your best customers. Within a few hours, a staff of ten people could easily make 10 sales. That’s $5,000.00 cash!

Falling in love with your ideas is dangerous. You should never accept an idea totally without testing it. You should test your idea to see how well it does against other ideas.

The ideas that pull the most should then be kept, utilized, and tested to find out how you can make them pull even more money. Testing is how to know whether your product or service will sell or not.

It’s all based on how well each idea performs. Remember, through your sales results the market will show you what works best and what doesn’t. A business should try different headlines, packages, prices, and back-end offers, constantly probing and looking for the most effective pull-in power. They should review the performance of each and analyze the data.

Many people are under the false impression that business is a gamble, and finding what will make the most money is a matter of luck. This is completely false.

In business, testing will take the gamble out. By testing different things against each other, you learn what will work. Then you roll out with what works and make more money. Completely take the gamble out of doing business by doing one simple thing! TEST!

Watch the sales results carefully. Try different things. Keep testing all the time to find out what will bring in the most people. You’ll find out what makes you successful eventually.

Your advertising costs are fixed. You’ll pay this amount no matter how much money your sales material is able to generate. The secret to increasing your profit potential immediately is to test different prices, headlines, and offers. . . . The extra response you get from these tests can give you instant profits!

A press release response form should be included with every press release package you mail out. The purpose of the form is to produce instant feedback, to tell you if the publisher is interested in your release. Press release response request forms are how to instantly know whether or not an editor is interested in giving you FREE publicity.

Targetablility is the key. You should only go for free publicity in the places that you’re the most confident about.

As you get involved in playing the game of free publicity, you can attempt to attain free publicity in media that you would have never thought possible before.

Confidence in getting the news release into the right media comes through two things:

1. Try to match your product with the best market for it as closely as you can,

2. Get in contact with the editors.

Your knowledge will build over time as you try different avenues and learn which of them are the best. In the end, you have to get out there and start trying. So, what are you waiting for?

The old saying is “A picture is worth a thousand words.” The answer is yes. Pictures can be used in many different ways. You can use “before” and “after” pictures, pictures of your happy customers, and even your own picture to help form a bond with your prospects and customers. Those are just a few uses.

You can use photographs. But it is crucial for you to always remember to write your copy first and then add photographs that complement the copy. Find the copy that works first, and then find the photo that supports it. This way the photo is more of an enticement, like the icing on a cake with the ad copy as the cake itself.

People are not particularly interested in an ad that looks great. People are practical. They look for a great offer, not an attractive picture. This is why your ad can even be ugly and still make you a lot of money!

Don’t worry about how your ad looks; worry about how the ad sells. To make the most sales, you must do a thorough and complete selling job in every ad. To do this, your ad might have to be extremely copy intensive. But, as long as your ad is selling, it’s doing its job, even if your ad is ugly!

It will be your job to introduce an unknown product to the mail-order company, a much more doubting reader. Your offer must provide solid reasons why the catalog house should consider selling your product to their customers.

To develop convincing reasons, you must research every fact that could possibly influence a buying decision. Offer an item with a more competitive price, a major price break, better quality, or extra benefits.

You have to think about every aspect of your product first. The simpler and easier you make it for the catalog house, the more inclined the catalog house is to accept and run your promotion. Why? Because you’ve already done all the work for them.

Nobody should put in as much work to sell your product as you do. This is the same thing we tell those who write press releases. We tell them to do it all for the editor and make it as easy as possible for them to run the piece in their publication.

The key here is to know everything about your product. Know why it’s a winner, and work on it as hard as you can. Then, you can write the best pieces about it. You can get it into the catalogs much easier if the catalog house doesn’t have to put much - if any - work into what you’ve already done! By doing this, many companies have made thousands of dollars in a matter of months. And knowing everything about your product could put giant sums of money in your pocket - within only a few months!

THE SECRET IS MARKETING
LEVERAGE. We started with less than $1,000 and turned it into over ten million dollars by using this kind of leverage.

A) Our front-end and back-end promotions were closely tied together.

B) Our back-end business was very strong.

C) We created a powerful U.S.P. (Unique Selling Position) that separated us from all the other companies in our market. Then we used this U.S.P. in all our ads and sales material.

D) We built relationships with our customers and re-sold them products and services that were related to the items they bought from us the first time.

These are the simple steps that made us millionaires. They can work for you, too. Many of the money-making strategies in this manual are related to these four simple steps. Look closely at all of the strategies in this manual and you’ll see how these same four steps work together.

Most successful ad writers begin by using the “process-of-copy-elimination method.” This process begins by taking a big ad and eliminating every word, phrase, and sentence that has minimal punch.

Try stripping it down. First, see if you can cut it by a fourth and see if it’ll still bring you great profits. If it does, keep stripping it down until it either doesn’t make good profits anymore or you plainly can’t strip it any further. This allows you to continually test your smaller ad and see how well it works.

It’s how to shrink your big ad down WITHOUT MAKING IT LOSE ITS PULLING POWER!! This is also the most powerful secret to create solid, jam-packed, lean-and-mean ad copy that will sell-sell-sell!

Most newcomers to Mail-Order are afraid to give liberal guarantees. This is the thing that scares them and can make you rich. We have always offered STRONG guarantees that let our prospects and customers know they can completely trust us. This is one of the secrets we’ve used to get rich. It can work for you, too. Listen closely: the secret to making the most sales and profits is to give people an irresistible offer they will find hard to pass up. A guarantee that takes all the risk away from the person you’re trying to sell to can make your offer irresistible. As long as you’re selling a product that lives up to its promise, you don’t have to worry. The additional sales you can get will more than offset the returns.

Get credit on the ads you run and all your printed sales material. This is the smart way you can make money starting with zero. It may take a little time and work to put this together, but it can be done. We started our empire with around $300 for our first ad. All of our initial sales material was printed on credit. And we built our business from the profits that were generated from our first ad. Here’s a tip you can use: Develop your first promotion around something that’s selling extremely well for other people. This gives you the best chance to make a fast profit on your first ad. Use that profit to pay back your creditors and run more ads.

We firmly believe that advertising copy should be written before the product. Research what kind of informational products are selling the best right now. Find out how you can come up with a better one. Also, you should conduct research into why the customers buy the information that you want to sell. If you do that, you can sell your book before you even write it!

You should always remember to put a large amount of emphasis on how you are going to sell the informational product before you write it. Then your plan is well-thought out. Too many times, people spend a long time creating their product just to market it and discover that it does not sell very well.

But, if you have done your research beforehand, and you’ve learned all of the “hot buttons” - the factors that will make prospects want to buy what you have to offer - you have maximized your profit potential and made sure that your informational product will make the most money possible! This is how you can do a little homework that can pay you very large amounts of money!

There are special foundations that give away millions of dollars a year to entrepreneurs like YOU! You have to think like a salesperson, and what does a salesperson do? A salesperson answers that eternal question of “what’s in it for me?”

In the sense of the foundation, what’s in it for the foundation? Why should the foundation give you money? What’s in it for them? You have to convince them how you can turn that business into a winner. You have to convince them that it’s going to reflect wonderfully on them when your business becomes successful.

Testing is how you can discover the very best mailing lists. Instead of buying 5,000 or 10,000 names and just doing a mass-mailing, you should take it a little slower.

Try renting a small amount of names from several brokers. You might end up with 10,000 names, but they will be from 5 different lists. So, when you mail that 10,000, you are actually mailing to five different lists. Then, when the results are in, you can find out which ones were profitable. Usually a sampling of a list will tell you about the whole list. If you find a couple of lists that are profitable, you can go ahead and order more names from that list.

This is a proven effective way to make sure that you make the most out of each mailing and it will help you discover the very best mailing lists!

This is a money-making method that can be started for less than you’d pay for the junkiest car at your local used car lot. Here’s a simple three-step formula for getting started dirt-cheap:

(1) Run classified ads in magazines or newspapers.

(2) Or run small display ads in national magazines or mail small postcards.

(3) And use our answering machine/digital voice mailbox marketing methods.

Our answering machine/digital voice mailbox marketing methods give your small ads extra selling power. These methods are basically very simple:

(A) Your ad gets the prospect excited and asks them to call a special “recorded message or hotline” for more information.

(B) Your recorded sales message picks up where your ad left off. It gives the prospect more information about the benefits of the product or service you’re selling and stirs their interest.

(C) Then, your recorded message asks the prospect to take some kind of action. It either attempts to make the sale to them (which you’ll send C.O.D.), or it asks them to leave their name and address so you can send them some additional information (your sales material).

(D) You send them your sales material which attempts to make the sale, or you send your product or service to them C.O.D. (Cash On Delivery).

We originated this marketing method back in 1988. We’ve helped thousands of people use it. You should try it. This is an easy way for you to get started in this business. It gives your small inexpensive ads major selling power. Just put your profits back into more advertising and keep it rolling and circulating. Keep the cash-flow flowing. Grow with your profits.

This Free eBook Made Available To You By:

Thomas Jacob
19096 Mott Ave
EastpointeMI48021-2746