Table Of Contents

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1

Incredible Power Can Lurk In The Smallest Direct Response Ads!

Writing small direct-response mail-order ads can be the easiest, cheapest, and most profitable and rewarding method of making money selling your products or services.

Of course, it depends on what you have to offer, to whom you offer it, how you offer it, and the kind of ad you write to attract a targeted audience.

The purpose of writing small ads is to develop lead generators, but ads can also be very valuable to build your mailing list. You can use that list again and again to sell to as many "old" customers as you can.

Small ads have a lot of power to draw in the kind of people that have the highest potential of becoming your best customers. The profits can be tremendous by using small ads to build your mailing list up. Then you can go back to your mailing list and sell those people related products and services again and again and again!

'Yes, there is a Nirvanah; it is in leading your sheep to a green pasture, and in putting your child to sleep, and in writing the last one of your poem.'

Kahlil Gibran

'There is nothing so bitter that a patient mind cannot find some solace for it.'

Marcus Annaeus Seneca

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2

How To Make A Fortune Selling Through Catalog Houses!

Catalog companies make their money by mailing to their customers over, and over, and over again. They create mailing lists of their past customers and continue to mail to those selected people.

These catalog companies are continuously looking for new customers by mailing to people who haven't bought before, but might just be willing to take that chance. A trusting relationship develops between catalog companies and their customers.

If the customers have purchased their products before and were satisfied, it is an incentive to buy again. Customers like to buy from the same companies they have used before because they know what to expect.

This is where you come in and use this to your advantage! In order to keep their customers interested, these catalog houses constantly are in need of new products. If they cannot offer their customers and prospects something new, the customers and prospects will lose interest. When this happens, the catalog house loses money.

'Courage is the most important of all virtues, because without it we can’t practice any other virtue with consistency.'

Maya Angelou

'Courage is the greatest of all the virtues. Because if you haven’t courage, you may not have an opportunity to use any of the others.'

Samuel Johnson

Customers constantly want something new and exciting, and your product could be what satisfies that craving!

You could offer your product to a catalog house, become rich in the process . . . and the catalog house will absorb the extra costs that make it so difficult to make money! You don't have advertising postage, advertising space, or printing costs to bog you down, so you are able to keep more money that would have gone to other things if you were trying to sell your products yourself!

Catalog companies are also usually focused on one market, be it cosmetics, home interior, business products, or any of hundreds of specific markets. This means that when you have a product designed and developed for a specific market, it can just be a case of finding the correct catalog house to offer it!

The catalog companies mail to millions of people on a regular basis, and you can be right there with them, making your fortune!! You won't have to pay one single penny, and you can get rich! In short, catalog houses mail to millions of people every year. Get them to sell your product - and make a fortune!

'When we are afraid we ought not to occupy ourselves with endeavoring to prove that there is no danger, but in strengthening ourselves to go on in spite of the danger.'

Mark Rutherford

'Fear knocked at the door. Faith answered. And lo, no one was there.'

Anon.

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3

Eight Things You Can Do To Pull In More O-R-D-E-R-S!

Here's the simple eight-step advertising strategy we've used to pull in millions of dollars worth of sales and profits. You can use it to pull in more orders, too:

1) Keep your layout simple and your graphics clear. Make all of your sales material easy to read.

2) Focus on your primary offer. Avoid multiple offers that might confuse your prospect. Keep it simple.

3) Make your offer stand out. Don't hide it somewhere in your sales material. Make it clear and compelling.

4) Use subheads, copy blocks, and illustrations.

5) Employ "eye-directional" devices that will lead your prospects to your order form.

6) Highlight all important points.

7) Give your prospect enough information to make a decision, but no more.

8) Make it easy for people to order.

This eight-step strategy has the potential to make you huge amounts of money, just as it does for us. Use it as a checklist before you send any of your sales material into the marketplace.

'No man will succeed unless he is ready to face and overcome difficulties and prepared to assume responsibilities.'

William J.H. Boetcker

'Man is still responsible. . . His success lies not with the starts, but with himself. He must carry on the fight of self-correction and discipline.'

Frank Curtis Williams

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4

If You Want To Make The Most Money You Possibly Can, Stay Away From These Products!

Short-term products are the one product you should stay away from if you want to make the most money possible. These would include products that are "fads" or popular for a very limited amount of time. Also, you should stay away from products that the customer only has to buy one time, without new products to purchase.

You want to build long-term solid relationships with your customers. That involves continual sales to your customers that accepted your offers in the first place. You want to look for things that build ongoing relationships with your customers because that is the secret of doing more and more business with them.

Most short-term products don't allow that to happen. So, even if you make a lot of money for a short while, you will end up losing money in the long run.

'The secret of living is to find. . . the pivot of a concept on which you can make your stand.'

Luigi Pirandello

'There is no happiness except in the realization that we have accomplished something.'

Henry Ford

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5

How To Produce TV Commercials That Make You A Fast Bundle Of Money!

The most important thing to remember is that TV commercials are completely visual. Your commercial needs to be able to clearly and visually explain what you want to say. Remember PAS; demonstrate your problem and then demonstrate your solution. The better you are able to do this, the more money you can make. But, the focus has to be on the word VISUAL.

Do not confuse TV commercials with radio commercials when you write your copy. TV is a visual medium with audio enhancement. It is not a radio commercial with pictures. You should not try to be funny in TV commercials. You could make a million people laugh, and not sell a single thing. Asking people to spend their money is a serious thing.

If you are unable to fully understand your commercial with the sound off, you won't be getting your message across to your consumers. You can test the effectiveness of your commercial by seeing if you understand the main point even when the sound is off. This is how to instantly know whether your TV commercial is any good before you run it!

'Half the things that people do not succeed in are through fear of making the attempt.'

James Northcote

'We fear our highest possibility (as well as our lowest one). We are generally afraid to become that which we can glimpse in our most perfect moments.'

Abraham Maslow

You have to remember that people are busy, and they are constantly bombarded with different ideas. They don't have the time to spend on your commercial. Because of this, it is very important to keep it simple so that they can easily see what advantage you have to offer them.

Frequently, people use their remote controls to mute commercials. Or they tape their favorite show and then fast forward through commercials. If your unique selling proposition and prime benefits are not communicated visually, you are wasting your time and money.

When properly designed, TV commercials can be very profitable. If it sounds too complicated, do not be discouraged. Just turn your idea over to a TV station and have them create a program for you. But, a word of caution! Do not let a salesperson, who is called a marketing consultant, sell you package spots that will not reach your targeted market. Ask about his/her background. Make certain he/she knows what you want. His/her commissions are not your concern. Getting your unique selling proposition into millions of homes is.

'Nothing interferes with my concentration. You could put on an orgy in my office and I wouldn’t look up. Well, maybe once.'

Isaac Asimov

'To be able to concentrate for a considerable time is essential to difficult achievement.'

Bertrand Russell

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6

Want To Buy A Business? Find Out Why It's Usually Better To Buy An Established Business.

Many times it's better to buy an established business. In most cases the owners are exhausted and frustrated. They've done everything they could think of and it didn't work for them, so they have put their business up for grabs for a low price just so they can get it off of their hands.

The truth is, these owners have been making seriously detrimental mistakes. Their best ideas, their best thinking, and their best way of running that business has driven it to the brink of bankruptcy. And their low sale price for their business allows others to buy an established business for little or EVEN NOTHING DOWN!

What did these business owners do wrong? In most cases they didn't use sound marketing principles. Or if they did use the right principles, they were used incorrectly or lazily.

This is when someone new can come in with a clear vision and clear ideas, someone who understands that business's market, is what that market wants, and how to give the market the best offer possible.

'It’s the most unhappy people who most fear change.'

Mignon McLaughlin

'Life is not a static thing. The only people who do not change their minds are incompetents in asylums, and those in cemeteries.'

Everett M. Dirksen

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7

Creativity Is How To Turn Ordinary, Every-Day Situations Into THOUSANDS OF DOLLARS!

Creativity is something that a lot of people don't think they have. Everyone can get it, though. Ask yourself these questions over and over again:

• How can I really dramatize this?
• What can I say that will really get people interested?
• How can I make it better?

Creativity is constantly digging deeper, looking for the hidden messages, looking for the potential things that you could say. The deeper you dig for these things, the luckier you get because eventually you will come up with better ideas.

And the better the ideas you come up with, the more money you will make, and the more ways you'll find to expand and make more money. The potential is almost limitless! You could say that creativity is how to get rich by finding situations other people can't see!

'The American people can have anything they want; the trouble is, they don’t know what they want.'

Eugene V. Debs

'To have a reason to get up in the morning, it is necessary to possess a guiding principle. A belief of some kind. A bumper sticker, if you will.'

Judith Guest

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8

Here Are Seven Things That Can Boost Your Response By Up To 500% To 5,000% - Or More!

1. Test various similar offers against each other.
2. Test different formats.
3. Test different copy.
4. Test one ad against another.
5. Test different prices.
6. Test copy, and test appeals.
7. Test everything significant, but test only one major item at a time.

When you know what you are selling, who is buying, why they buy, and how best to provide the value and benefits your customers want, you will realize more profits.

You're never going to find out what things are the most profitable unless you test. There are all sorts of consultants in this business that want to argue this point. They tell you that their ideas are the best, and they want to convince you that they have the power to make you rich.

The truth is, no one has this power. The market has to determine what works best. You have to test to find out what your winners are. You have to test to find out what sells the best. Testing is crucial to making the most money possible. PERIOD.

'Amusement is the happiness of those who cannot think.'

Alexander Pope

'There is more to life than just existing and having a pleasant time.'

J.C.F. von Schiller

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9

Words Are One Of The Most Important Tools You Have - Learn How To Use Them Correctly, And You Could Find Yourself Making Money Like Never Before!

Try to understand more about words, the impact of words, the power of advertising, and the power some words have to motivate and influence people into buying decisions. Read all of the ads you can and study which words work better.

Those of us who are in the business of developing lead-generation ads and advertising in general have to study words because words are the tools we use to get people to do what we want them to do. Whether we want them to send us their money, or whether we want them to raise their hands, words are the tools we use to create profits and sales. They are what we use to find, attract, and keep customers.

A good, thorough understanding of words is important. Picture yourself as a student enrolled in "Millionaires Training School." Your assignment: to learn the best, most powerful words that will influence people to do what you want them to do, be it simply raising their hands or buying from you!

Go to "Millionaires Training School!" Learn the correct way to make millions! Learn the best words and how best to use them in your advertising, and you will be on your way!

The right words can make you rich in direct-response marketing! The skill and mastery you have of words, and their meaning, as they apply to mail-order sales, will greatly determine your success.

The right words will make your offer exciting, desirable, easy to understand, and easy to order. The wrong words can put you at a sales or inquiry disadvantage. People will judge your offer based on your choice of words.

'Happiness depends upon ourselves.'

Aristotle

'What’s joy to one is a nightmare to the other.'

Bertolt Brecht

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10

If You Can Offer People Security In Their Senior And Retirement Years, You Could Make A Fortune!

People are interested in financial security when they get older. They have worked hard all their life, and when they get on in years they want to be able to take it easy. They do not want charity, and they are not interested in living with their children. All they want is to be independent, healthy, and go where they want to go, and not have to worry about money. People feel that they should be able to enjoy peace, quiet, safety, and security when they grow older.

"Senior citizens" all need one thing - give it to them - and make mega dollars! That one thing is SECURITY. They want to know everything is going to be all right. Many businesses have been catching up with this fact as the elderly population has boomed over the last few decades. Real estate companies have created housing specifically for the elderly. Insurance companies have policies specifically for elderly people. The idea is out there, and it's being put into successful practice by many diverse companies.

'There are more serious problems in life than financial ones, and I’ve had a lot of those. I’ve been broke before, and will be again. Heartbroke? That’s serious. Lose a few bucks? That’s not.'

Willie Nelson

'A life of reaction is a life of slavery, intellectually and spiritually. One must fight for a life of action, not reaction.'

Rita Mae Brown

Another important factor that should be looked at when it comes to the elderly is the fact that over the last twenty years the number of elderly citizens in this nation has grown continuously. And, according to current polls, there is no end to this growth in sight for a while. That means that there is a large market out there that you can develop products and services for. The market is still growing. And, if your products and services are successful, you can possibly keep steadily making more profits!

There are many things that older people wanted to do in their younger years, but they never seemed to have enough time or money. They used to talk about a trip across America, but the years went by, and they never did travel far from home. There were too many responsibilities, too little money, and never enough time. There must be a sure, safe way to become financially independent, so that a person can enjoy life after he/she retires. (Can you think of a solution that would solve this problem?)

'I would never had amounted to anything were it not for adversity. I was forced to come up the hard way.'

J.C. Penney

'Adversity introduces a man to himself.'

Anon.

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11

Map Out Your Road To Success - With GOALS!

A goal isn't wishful thinking. It's a clear, concrete direction that you want to go in. It's a firmly established path. A goal is your roadmap to success and can make you super rich!

If you want success in any worthwhile endeavor, you must set big goals! It is not important who you are or where you have been; it is where you are headed now that will make you or break you. You are headed nowhere without goals. As one modern philosopher observed, "Without goals, you could reach your destination, but you would never know it."

What really matters is what you do NOW. This is why your past has nothing to do with the amount of money you can make! Where are you going to go? What direction are you going? You can get there - but first you have to know where you're going.

The great thing about setting goals is the forward progress you experience as you move toward your objectives. Just as a vacation provides pleasure en route to a destination, so it is with goal setting. You can experience joy and personal satisfaction by being on the path. In fact, getting there can be just as rewarding as arriving. Anticipation is exciting! This is how to get the very most satisfaction out of your success!

The destination is not as important as the kind of person you become as you move towards the area you want to go in. They say that success is a journey, not a destination. We firmly believe that. Pick a direction that excites you. Learn to love what you're doing. The money becomes a great way to keep score. Do it for yourself. See how far you can go! Make it a game!

'I realized early on that success was tied to not giving up. Most people in this business gave up and went on to other things. If you simply didn’t give up, you would outlast the people who came in on the bus with you. '

Harrison Ford

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12

Answer This Question And You Could Get Rich!

The question: What are people looking for when they read your ad? The answer could make you rich! The answer: How you can give them what they want!

It really is that simple. When people see your headline, which should be your biggest benefit, they see something that they want. Then, they want to read your advertisement; they want to find out exactly how you can give them that benefit. So, your #1 priority should be to prove, in your ad, that you can give your prospects what they want.

If you can do this, you have the potential to make a ton of money fast! The good news is that it really isn't that hard! All you need to do is focus on that primary benefit that you told them about in your headline. You simply tell them more about that and other related benefits, and provide proof that you can deliver. And the orders will start to flood in fast!

'Success is blocked by concentrating on it and planning for it. . . .Success is shy—it won’t come out while you’re watching.'

Tennessee Williams

'Three outstanding qualities make for success; judgment, industry, health. And the greatest of these is judgment.'

William Maxwell Aitken,
Lord Beaverbrook

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13

Your Marketing Plan Can Give You A Major Edge Over Your Competition!

You can use your strong marketing plan to bring in more money - potentially 20 times more money than any of your competition! How do you learn how your competition is operating? Do business with your competition to easily "size up" your competition.

You or someone you know can order some of their products and learn how they operate.

We are constantly buying from our competitors and not using our real names. Our competitors are constantly buying from us and not using their real names. Everybody stays on top of what everyone else is doing this way.

To learn what they're really doing you should get on their customer mailing list and spend some money on their products.

'I just kept on doing what everyone starts out doing. The real question is, why did other people stop?'

Wililam Stafford

'Business is full of brilliant men who started out with a spurt and lacked the stamina to finish. Their places were taken by patient and unshowy plodders who never knew when to quit.'

J.R. Todd

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14

Learn As Much As You Can About Your Very Best Prospects - You Could Use That Information To Get RICH!

You want to single out the people that are the most likely to become your best customers. No one else matters. You have to be extremely focused as far as knowing who you are trying to reach.

Some of this comes with learning through experience. There is no substitute for knowing your best customers, and you will get to know your best customers if you're dedicated to them over a period of time.

You'll learn what they like and what they don't like, what kinds of products and services really attract them the most. This is how to easily target the select audience that you want to reach!

It all comes down to having that important knowledge of what gets your prospects interested, excited, and passionate. What are their interests? Use this information to target your specific market, get its attention, and get its orders.

'Self-trust is the first secret of success.'

Ralph Waldo Emerson

'The man who will use his skill and constructive imagination to see how much he can give for a dollar, instead of how little he can give for a dollar, is bound to succeed.'

Henry Ford

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15

The Two Essential Things You MUST DO In Order To Succeed!

There are two things you absolutely MUST DO to make your fortune. They are:

1. Secure new customers . . .
2. . . . And get repeat orders from established customers.

These two things are the heart and soul of any business, and mail-order businesses are no exception to this rule. This is the foundation of good marketing strategy. It's all the things a company does to get prospects to buy from them initially. Then it means going back to those customers with offers for related products and continually selling to those customers.

These two vital things should also be used when trying to get a product into a catalog. You have to look at the catalog house as your customer and try to get them to do business with you one time.

Then, once you've gotten your product into their catalog, keep trying to come up with products you can get into their catalog. If your first product makes the catalog house money, it makes it easier to get your next product into the catalog. In this case, the catalog house actually becomes your customer.

You want to get in the catalog once, and then keep trying again and again and again with products closely related products.

'Seek happiness for its own sake, and you will not find it; seek for duty, and happiness will follow, as the shadow comes with the sunshine.'

Tyron Edwards

'The only true happiness comes from squandering ourselves for a purpose.'

William Cowper

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16

How Losing A Little Money Can End Up Making You A LOT Of Money!

All of the "free" offers advertised have a value and expense attached to them. When the marketers mail out their free offers, they automatically assume an initial loss.

Many marketers - and you should learn this, too - know that this is how to lose a little money in order to make a lot of money! How is that loss turned into a profit? In the promotional package that accompanies the free item, and in back-end, follow-up offers.

When you give away something for free, you do lose something on the front-end. You lose a little bit, but then you're able to gain it back later. It's an investment. You are spending money on the promotion. The promotion itself doesn't produce a profit.

Only when you sell to that customer for the first time do you actually make a profit. The key is, you're investing and losing a little bit of money until you make that initial sale to the customer.

Once you sell to that customer, you add their name to your mailing list. That mailing list keeps growing as more and more customers purchase from you or "raise their hands" for the first time. Then, you're able to go back to those customers and start offering them your back-end products, which will bring you the real profits!

‘A strong passion for any object will ensure success, for the desire of the end will point out the means.’

William Hazlitt

'The method of the enterprising is to plan with audacity and execute with vigor.'

Christian Bovee

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17

YES! A Good Ad Can Make You Thousands Of Dollars A Week - Even While You Sleep!

One good advertising campaign can potentially make you money for years - even the rest of your life.

When it comes to discussing how to write ads, and sales letters . . . When it comes to discussing how to create and put into effect sales promotions that are very profitable . . . we are discussing your chances to potentially make a fortune.

The thing that separates the successful people who make their fortunes in this business - or any other business - is the fact that they study and learn everything they can. In essence, they become experts in the fields of marketing and sales.

Mail-order is simply a form of marketing, and marketing is the method of attracting and keeping customers. The attracting phase is the advertisements you run. It is important that you understand this medium and the communication that goes on.

First of all, you communicate by attracting those customers and prospects. Remember, an advertisement is a communication to a certain type of person announcing you have something they want. And second, you're communicating with them when you send out your back-end offers.

Take it seriously. Learn everything you can about it. Become an expert. Build your life around it. Learn everything there is to learn about it, because the people in the business that are finding their fortunes are doing just that. Potentially, you could join their ranks if you do the right things.

'The greatest test of courage on earth is to bear defeat without losing heart.'

Robert G. Ingersoll

'To accept whatever comes, regardless of the consequences, is to be unafraid.'

John Cage

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18

How To Get The Most Profits Out Of Every Single Person!

There is a simple thing you can do to make more people spend more money with you! Make them feel good! It really is that simple. If people feel good, they are more likely to do business with you! In fact, a recent survey was done of people who had stopped doing business with a certain company, and the results are in! Around 66% said they stopped doing business with them because they didn't feel appreciated by the business! They didn't feel good about shopping there! This is powerful stuff!

You must find a way to make your customers feel good about doing business with you. That can start with a simple smile when you greet your customers, and it can extend all the way through the follow-up phone call you make to check and see if they are enjoying the product!

Whatever your product or service is, you must find ways to make your customer feel good. They absolutely will not let you into their wallet unless they feel good about your business.

'True happiness, we are told, consists in getting out of one’s self, but the point is not only to get out; you must stay out, and to stay out, you must have some absorbing errand.'

Henry James

'Happiness is the natural flower of duty.'

Philips Brooks

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19

Yes! - Even GOOFING OFF Could Make You Money . . . If You Know How To Do It Right!

Giving people what they want - can make you RICH! Just goofing off can make you money - IF - you know how to do it! Make this "lazy money!"

How do you do this? You have to stay in tune with what people want. In order to do this, you will spend a lot of time "goofing off," . . . when, in fact, you'll be doing research as to what's currently popular and what people currently want!

Watch the popular talk shows. Go to the bookstores and find out what titles and types of books are selling the best. What are people buying?

For a marketer, these types of things are vitally important, because marketers have to stay in tune with the masses. You have to keep track with what your market wants and is buying.

Instead of thinking like a consumer thinks, now you're raising yourself up another level. You are looking for the signals and signs that indicate clues to human behavior. Sharp marketers do this frequently, and it pays off for them. It could also pay off for you!

Finding the subject that people will be interested in, and one that will make you money, is your first task. "Market research" can be a lot of fun - easy to do, and make you a fortune!

'If one advances confidently in the direction of his dreams, and endeavors to live the life which he has imagined, he will meet with a success unexpected in common hours.'

Henry David Thoreau

'The secret of success is constancy to purpose.'

Benjamin Franklin

It's all about learning how things work, why things work. It really doesn't take a lot of effort to watch television ads or read through ads a few times . . . but the information you gain this way can help you make your ads much more profitable.

You don't have to go very far to find direct advertising you can gain ideas from. You don't even have to leave your house. It's all over the television. It's in the newspapers. It's in the magazines. You even get direct mail ad copy at your house.

There's a lot of it out there, and it's everywhere. All of it has a lesson somewhere in it that you can pick up and use to make your ads better in some way. Using this knowledge can help you get more MONEY-MAKING IDEAS THAN YOU CAN POSSIBLY HANDLE IN YOUR LIFETIME!

'Nothing great was ever achieved without enthusiasm.'

Ralph Waldo Emerson

'What a man accomplishes in a day depends upon the way in which he approaches his tasks. When we accept tough jobs as a challenge to our ability and wade into them with joy and enthusiasm, miracles can happen. When we do our work with a dynamic conquering spirit, we get things done.'

Arland Gilbert

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20

How To Get Paid Up To $500 An Hour!

WRITING YOUR OWN COPY is the secret to paying yourself $500.00 an hour or MORE. Just one really strong campaign can make you $1,000,000 or more! Here's the secret to becoming a powerful copywriter:

(1) Practice. Nothing takes the place of this. You can gain the knowledge and experience you need by simply sitting down and writing some ads and sales letters. It may take several months or even years to perfect your skills and ability, but anyone with enough desire and a willingness to do it can become a dynamite copywriter. Here's an easy way to do this:

(A) Collect the best ads you can find.
(B) Practice re-writing them. Do this many times until you get the "feel" of the powerful language of these ads.
(C) Then, with these ads as "models," begin writing your own ads and sales letters for imaginary products or services. Or, if you have a business right now, begin writing your own sales copy.

(2) Commit yourself to learning everything you can about advertising and copywriting. There are many good books you can read.

'It is only when I dally with what I am about, look back and aside, instead of keeping my eyes straight forward, that I feel these cold sinkings of the heart.'

Sir Walter Scott

'The brave man carves out his fortune, and every man is the son of his own work.'

Cervantes

Start with reading all three of John Caples books, then read "My Life In Advertising" and "Scientific Advertising" by Claude Hopkins. If you did nothing but read these five books and used the ideas, you could make a ton of money. Call your local bookstore and order these books NOW!

(3) Now it's time to write your own sales copy: Develop as many different ads and sales letters as you can to sell your product or service. HERE'S THE SECRET: Test 10 different sales letters and ads.

All you need is one of these to pull like crazy, if that one offer nets you a million dollars. If all ten of your ads and sales letters took you 200 hours to write - that's 2,000 hours (less than 3 hours a day for a year). Divide that into $1,000,000 - and you'll have made $500.00 for each hour you spent writing.

‘The man who thinks his wife, his baby, his house, his horse, his dog, and himself severely unequalled, is almost sure to be a good-humored person.’

Oliver Wendell Holmes

'The game of life is not so much in holding a good hand as playing a poor hand well.'

H.T. Leslie

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21

Three Elements You Must Have To Succeed With Your Mail-Order Business!

The mail-order business requires three elements to be successful. You can make a lot of money by simply having three things:

1. A new or unique product that is in demand by consumers and not available on a large scale in retail outlets.

Why would a prospect buy something from you if they can just go to a store and get it? To many people, it is more of a hassle to go through mail-order rather than buy it in a store.

Mail ordering requires the prospect to fill out an order form, write a check, address and stamp an envelope, mail the envelope, and wait a few weeks to get what they ordered. In a store, though, they can simply drive there, find it, buy it, and it's theirs. This is why it is important to always try to come up with something that isn't available in stores but could still be very valuable to the market you are serving.

2. A basic understanding of how mail order works.

Nothing can replace a basic understanding of how the system works. Also, you must realize that mail-order marketing is a life-long study to find the products and services that sell to the market the best. To get started, start testing and start learning. Then keep testing and learning as you go.

'A man can succeed at almost anything for which he has unlimited enthusiasm.'

Charles M. Schwab

'Every man is enthusiastic at times. One man has enthusiasm for thirty minutes, another man has it for thirty days. But it is the man who has it for thirty years who makes a success in life.'

Edward B. Butler

3. Powerful advertisement for your product that people will read and respond to.

You have to get the attention of the prospects your product or service is designed for. You have to get them involved. You have to get them excited. You have to show them that there's no risk to them. You have to show them how great a deal they're getting. You have to make them special offers, free bonuses, guarantees, and proof that what you have really does what you say it does.

All of this should be incorporated in your advertising, because if you have it, it will be easier for the reader to justify buying what you offer. If the reader can justify buying what you offer and they have the money to do so, you have just made yourself a sale!

'It is arrogance to expect that life will always be music. . .Harmony, like a following breeze at sea, is the exception. In a world where most things wind up broken or lost, our lot is to tack and tune.'

Harvey Oxenhorn

'The winds and waves are always on the side of the ablest navigators.'

Edward Gibbon

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22

Put Your Prospects In The Picture, And Reap The Rewards!

To get a reader's attention and then generate interest, desire, and action, your ad must show a reader that by inquiring further there is a greater chance for a better life. Show the reader the benefits your product has to offer them.

This is how to use the magic ingredient that will always sell your product . . . that magic ingredient is benefits! People only buy for one reason: they only care about what the product is going to do for them. In your advertising, you have to put the reader in the picture. You have to show them how your product or service can give them what they need. If you can make them believe it, and you're appealing to the correct market, you have earned yourself a sale.

The advantage first must get the prospects' attention. Second, it must get them either to order or inquire further.

An important fact you should remember is: it's not up to you to decide what the right product is. It is up to the prospects to decide what the right product is.

Your favorite promotion or product may not be something the market is willing to spend their money on. You have to test different things to see which ones bring you the most money. Those are the things the market most wanted to have.

'The mind is its own place, and in itself can make a heaven of hell, a hell of heaven.'

John Milton

'So long as one does not despair, so long as one doesn’t look upon life bitterly, things work out fairly well in the end.'

George Moore

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23

If You Can Show People That You Can Sympathize With Their Situation, You Will Have An Easier Time Gaining The Trust - And The Money - Of Your Prospects!

Showing people that you can relate to them is a very powerful technique that will help you win over the people who read your ad!

You have to speak their language. People don't care about you. They don't want to hear about you. They only care about what you can do for them. Therefore, the secret of winning people over who are reading your ads is to let them know that you do understand their problems, and you can give them what they want.

If you are talking about the problem, you should relate it in the most personal way you possibly can. Let them know you know how they feel, you can relate to their problems . . . and you can give them the solution to solve their problems.

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24

How To Learn To Succeed From
The Multi-Millionaires!

Study what the people who are the most successful are doing. Learn from those who have made it work. Those who are making it have done their homework. Chances are, the things that they use to gain success can probably be adapted to bring you success, too.

This is how to best learn from the multi-millionaires.

Learn to study, so that you know what is working and what is not. Capitalize on what is working! Don't gamble with your business.

Don't just try to strike out on your own when there are so many resources to help you along the way. Study your test results. If they are not favorable, cut your losses, and get busy with something that will work in your favor.

'I long to accomplish a great and noble task, but it is my chief duty to accomplish small tasks as if they were great and noble.'

Helen Keller

'There’s nothing in this world that comes easy. There are a lot of people who aren’t going to bother to win. We learn in football to get up and go once more.'

Woody Hayes

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25

What Is The Best, Most Profitable Mailing List You Could Ever Use?

If you can't find a reputable list broker, then use your own mailing list, which is actually the best list.

This is the list that you build through your sales. This list takes more time to put together since you have to make a sale before that person's name makes it to the list. But it is the best list because these are the people who have bought from you before.

We recommend that you use small ads to build your own mailing list. Then you go back and sell related products and services to these people - the people who have bought from you before.

Having a good mailing list of people who are most likely to buy from you again and again is the secret you must have - to make HUGE SUMS OF MONEY WITH DIRECT MAIL!

'Yard by yard, it’s very hard. But inch by inch, it’s a cinch.'

Anon.

‘Life is made up of little things. It is very rarely that an occasion is offered for doing a great deal at once. True greatness consists in being great in little things.'

Charles Simmons

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26

Use Your Ads Not Only For Gaining Your Prospects ATTENTION, But Also To Get Them FIRED UP About What You Have To Offer!

The key to making a ton of money with your advertising is to arouse your prospects - not just get their attention. The difference between the two can make you RICH!

When you arouse a person, you get more than just their attention. When someone is aroused, they have a strong desire to know more - they get excited - they want to get involved.

This is what you want, and the key to doing it is the copy you write for your ad. You want to make your product or service seem alive through the benefits you promise them, enticing the customers and prospects to want to know more.

Currently, we have a sales piece that is pulling well - because it arouses the right prospects when they read it. We start with getting their attention, but it really ends up doing more than getting their attention . . . it really gives those prospects a strong desire to get involved and want to know more.

'Unless a man has been kicked around a little, you can’t really depend upon him to amount to anything.'

William Feather

'It is grief that develops the powers of the mind.'

Marcel Proust

Getting people fired up and really interested in what you have is the purpose you want to strive for. You want the right prospects to be hungry for more. And small ads can perform this function just as well as the large ads. Small ads can get people to write or call you for more information.

In many cases, small ads are little more than a headline that will get the prospect's attention and arouse them with the biggest and best benefit. Then the body copy focuses around the fact that they should call or write for more information.

Nothing big. Nothing fancy. But these sorts of ads have been known to make big money simply from the arousal that they cause in the right prospects.

'God will not look you over for medals, degrees or diplomas, but for scars.'

Anon.

'Victories that are cheap are cheap. Those only are worth having which come as the result of hard fighting.

Henry Ward Beecher

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27

If You're Able To Create An Offer That's Exciting In Your Prospects' Point Of View, Success Is Knocking At Your Door!

One sad fact is that many of the unprofitable ideas that marketers come up with could really be good ideas. The marketers just need to look at the ideas from the prospects' or customers' point of view.

You might need to add services with the product or change it slightly. You have to see the vision of what your prospects and customers could possibly gain by accepting your offer, and then effectively communicate that vision to them in all your marketing and sales material.

Imagination is the key here, and this is how to grab your share of the millions of dollars that are being wasted every year!

Another important thing many companies don't regularly do that keeps them from reaching their true profit potential is testing. They don't test different sales messages to see what might bring them the most money. They think that one sales message they create is the ultimate sales message, period. They put it into their copy, and they don't test it against any other sales messages.

'Reach high, for stars lie hidden in your soul. Dream deep, for every dream precedes the goal.'

Pamela Vault Starr

'The quest for certainty blocks the search for meaning. Uncertainty is the very condition to impel man to unfold his powers.'

Erich Fromm

This can very well cripple a business and drastically compromise the business's profit potential. In many cases another sales message could double or triple their sales.

Millions of dollars are being lost every year because of laziness. Businesses don't test like they should. Once again, imagination is a key. Look for fresh new ways to look at your product or service and present it to your prospects and customers.

In order to optimize your ability to bring in the most money you can, you have to test. Use your imagination and your creativity. Look for different angles and themes you can use. Come up with as many different things as you can and test them against each other. Then, when the results get back, you will know which ad made you the most money.

'Blessed is he who has found his work; let him ask no other blessedness. He has a work, a life-purpose. . . Get your happiness out of your work or you will never know what real happiness is. . . Even in the meanest sorts of labor, the whole soul of a man is composed into a kind of real harmony the instant he sets himself to work.'

Thomas Carlyle

'That which does not kill me makes me stronger.'

Friedrich Nietzsche

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28

Help Catalog Houses Make You A Fortune By Making It As Easy As Possible To Sell Your Product!

We strongly believe that you should come up with all of the best selling ideas rather than expecting the catalog to do it. If you can write some great headlines for your product and put together some of your ad copy ideas, you can help to make their job of promoting your offer easier.

People are always looking for easier ways to perform their tasks, and the catalog companies are no different from everybody else. You should look for ways to help them make their job easier. Show them some of the main selling ideas you've come up with.

Let your imagination run wild! The easier you make it for a catalog house to offer your product, the more willing they'll be to offer your product. And, if that catalog has many regular customers, you could end up making a lot of money! This is how your imagination can help you GET RICH!

'The full-grown modern human being. . . is conscious of touching the highest pinnacle of fulfillment. . . when he is consumed in the service of an idea, in the conquest of the goal pursued.'

R. Briffault

'Happiness is essentially a state of going somewhere, wholeheartedly, one - directionally, without regret or reservation.'

William H. Sheldon

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29

Remember - Big Thinking Begets Big Success!

Many people have been in the business a lot longer that T.J. and I. They are intelligent, experienced people with a lot of knowledge. But the size of their income doesn't reflect that.

They're not making as much money as they could. Why? Because their goals and thinking are not big. They see themselves as small operators. Therefore, they've always been small operators. They've never decided to get rich in this business. This is why big thinkers do make big money.

The people who get rich decide that getting rich is what they're going to do. They set out to do as much as they can to make as much money as they can. Consequently, their dream does get turned into reality. Because they think bigger, the actions they take are right in line with their thinking.

There are many ideas on making money. Once you know the basics, it's really no big deal. You have to remember, though, some ideas will produce thousands of dollars, some will produce tens of thousands of dollars - and some can produce millions of dollars. What are you going to do? Which ideas are you going to focus on?

'Don’t take anyone else’s definition of success as your own. (This is easier said than done.)'

Jacqueline Briskin

'Starting out to make money is the greatest mistake in life. Do what you feel you have a flair for doing, and if you are good enough at it, the money will come.'

Greer Garson

This is directly related to the goals that you have. If someone doesn't have a solid goal or a desire to get rich, then they could very well spend a lot of time on ideas that will never generate huge amounts of income.

Some big thinkers set goals that are unrealistic, though. In the end they get frustrated and give up. Everything comes in steps. Many seriously want to get rich, but they need to focus on the knowledge they need and getting started. This is why big thinkers don't always make big money.

They should start out learning to make thousands of dollars a month, then learn how to make tens of thousands of dollars a month, and so on, fine-tuning it along the way.

Many people want to make millions overnight. They don't realize it takes time. You don't start out making millions. It takes a while for everything to fall together.

'What can any of us do with his talent but try to develop his vision, so that through frequent failures we may learn better what we have missed in the past.'

William Carlos Williams

'Your distress about life might mean you have been living for the wrong reason, not that you have no reason for living.'

Tom O’Connor, person with ARC

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30

How To Make Up To $5,000 A Week In As Little As One Hour A Day!

The secret to this is to have a product or service that is tested and selling well through a variety of media. If the profits are high enough - it's possible for you to sit back and collect thousands of dollars every week. Just use the profits to hire the following people to help you:

(1) A mailing house to mail out all your Direct-Mail, process, and ship your orders.
(2) A answering service to take your phone orders (your mailing house might be able to do this).
(3) An advertising agency to place all your ads (these people work on commission from the magazines and newspapers - so it doesn't cost you a dime).
(4) Somebody to fill out your bank deposits, take your money to the bank, and pay all of your assorted bills.

The secret to making up to $5,000 a week or more with this simple plan is to GET A PROFITABLE PROMOTION WORKING. To do this, you have to test. It takes some experimentation - but the payoffs can be enormous. To make $5,000 a week - all you have to do is sell 100 $50.00 products. THAT'S IT! The more profitable this promotion is, the more of this money is yours to keep.

'The most valuable gift I ever received was. . . the gift of insecurity. . . my father left us. My mother’s love might not have prepared me for life the way my father’s departure did. He forced us out on the road, where we had to earn our bread.'

Lillian Gish

'The simple truth is that happy people generally don’t get sick.'

Bernie S. Siegel, M.D.

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31

Use This Idea And It Could Be Worth Millions Of Dollars To You Over The Course Of Your Life!

It's testing... This is the one simple formula that will help make you millions of dollars over the course of your life! It is the only way you can find out what really works! You can test different ideas and find out which one will work the best.

You should never just jump right out in the market without testing. You always want to start on a small scale. Then analyze the results. The tests that proved profitable can then be run on a larger scale! You must always test and the study the results. Not testing can prove detrimental to your business.

Many businesses are not testing, and therefore, they are throwing away thousands of dollars each and every year, sometimes more! They come up with a promotion that they think is hot! And, then they run full scale with it! Maybe it made them money. But, was there something they could have changed that would have made them ten times more money? They will never know because they never tested!

These kinds of people always go with their own feelings for the product, rather than the customers' feelings. The customer will decide what products are worth spending their money on. That is why you must test. Find out what works and doesn't work on a smaller scale before you bet the farm on one single un-tested promotion!

Remember, it will never hurt you to test several different things on a small scale. It will only help you. You will get hurt when you don't test and you run a major promotion that flops. So, be wise and test as much as you can. The more you test, the better!

'From a little spark may burst a might flame.'

Dante Alighieri

'Sow an act, reap a habit; sow a habit, reap a character; sow a character, reap a destiny.'

G.D. Boardman

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32

How To Find Products That Will Sell Like Crazy!

Just Do These Two Things:

1) Find the products and services that are making the most money for your competitors. What's behind their success? How can you use the best of their ideas without doing the exact same thing they're doing?

2) Test new items to your best customers first. Find ways to sell the most profitable items to the other people in your market.

The more you do these two things, the easier it will get. Your intimate knowledge and on-going experience in your market will help you find the items that sell like crazy.

'Never complain about your troubles; they are responsible for more than half of your income.'

Robert R. Updegraff

'Many men owe the grandeur of their lives to their tremendous difficulties.'

Charles Haddon Spurgeon

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33

Three Ways To Instantly Increase Your Income NOW!

Immediately test these three things to instantly increase your income:

1) Your headline.
Can you make it more powerful? Or more convincing?

2) Your offer.
What can you do to make it more irresistible? More bonuses? A better guarantee?

3) Your price.
You'll never know which price is more profitable until you test many different prices.

Any one, or a combination of all three of these things can instantly increase your bottom-line profits. I'm speaking from experience. Many times a simple headline or offer change has increased our profits by up to 100% or more. It's so simple: just test these three things constantly and you'll always find new ways to make more income from your promotions.

'Nothing in the world can take place of persistence. Talent will not; nothing is
more common than unsuccessful individuals with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.'

Calvin Coolidge

'We conquer by continuing.'

George Matheson

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34

Take Free Publicity Seriously! Those That Do Have The Highest Chance To Succeed With It!

Some of the people who should be the most attracted to free publicity are the people that are least likely to get free publicity. These are, in many cases, people that are looking for something for nothing.

The individuals and companies that are making the most money with free publicity are the ones that make it their business to get into those publications. They take it very seriously, spend a lot of good money, follow up, and treat it as if it were a business.

Many times we see companies and people that want free publicity, but when the reporters and editors look at their materials and see everything done in a haphazardly lazy fashion, printed poorly on shabby material with a high number of typing errors . . .

Editors are in the business of printing and communication. These are professionals, and they will be very critical of poor materials, writing, and quality.

'It is good to dream, but it is better to dream and work. Faith is mighty, but action
with faith is mightier. Desiring is helpful, but work and desire are invincible.'

Thomas Robert Gaines

'The chains of habit are too weak to be felt until they are too strong to be broken.'

Johnson

When it comes to trying to work with editors and reporters, you have to try harder and do more. You want them to take you seriously. Remember, they are getting material constantly from publicity companies, and if you don't have something professional that looks to that editor like it's worth his or her time, that press release is going to wind up in a trash can without a second thought wasted on it.

Reporters turn down hundreds of "stories" every single week - make sure they don't turn yours down! The format that is used most often is simple and easy to understand.

1. Indicate who the reporter should contact, including your name, address, and home and office telephone numbers.
2. Indicate a story title such as, "Local Author Writes Best Seller," or "Entrepreneur Opens New Business," etc. Then, briefly tell your story.
3. Tell the reporter who would be interested and why they would benefit from what you have to publicize.
4. Briefly tell any interesting or unique facts about your product, business, etc.
5. Include an appendix if you have any supplemental data.

'The worst bankrupt in the world is the man who has lost his enthusiasm. Let a man lose everything else in the world but his enthusiasm and he will come through again to success.'

H. W. Arnold

'Beware of dissipating your power; strive constantly to concentrate them.'

Goethe

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35

Many People Are Paying $8,000.00 For Something You Can Get For FREE!

Many businesses believe they have to pay huge amounts of money to get the best technical information for foreign marketing. The fact is, if these businesses only knew where to look, they could get this information for FREE!

The value of this technical assistance on a consultant basis would be up to $8,000. You can get it free! How? Simple. Through the Department of Commerce. Simply contact a Department of Commerce Field Office nearest you.

908 S. 20th St, Suite 200, Birmingham, AL 35205

412 Hill Bldg, 632 Sixth St, Anchorage, AK 99501

5413 New Federal Bldg, 230 N. First Avenue, Phoenix, AZ 85025

11000 Wilshire Blvd, Federal Office Bldg, Los Angeles, CA 90024

450 Golden Gate Avenue, Federal Bldg, San Francisco, CA 94102

'Attacking is the only secret. Dare and the world always yields; or if it beats you sometimes, dare it again, and it will succumb.'

William Makepeace Thackeray

'You don’t learn to hold your own in the world by standing on guard, but by attacking, and getting well-hammered yourself.'

George Bernard Shaw

19th & Stout St's, New Customhouse, Denver, CO 80202

450 Main St, Federal Office Bldg, Hartford, CT 06103

25 W. Flagler St, City Nat'l Bank Bldg, Miami, FL 33130

400 W. Bay St, Jacksonville, FL 32202

235 U.S. Courthouse, 125 Bull St, Savannah, GA 31402

75 Forsyth St, NW, Home Savings Bldg, Atlanta, GA 30303

1015 Bishop St, Alexander Young Bldg, Honolulu, HI 96813

219 S. Dearborn St, New Federal Bldg, Chicago, IL 60604

210 Walnut St, Federal Bldg, Des Moines, IA 50309

909 Federal Bldg, S. 610 So. St, New Orleans, LA 70130

Gay & Lombard St's, U.S. Customhouse, Baltimore, MD 21202

Kennedy Federal Bldg, Boston, MA 02203

Federal Bldg, Detroit, MI 48226

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