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Now, we’re going to talk about using print news releases to do on-line free advertising.

Okay, so, what are the best ways to build a business? We think it is to use news releases. Many of us do it to get those free publicity sales. We’ve sold tens of thousands of dollars worth of books and other products by mailing news releases. They really work. They’re a billion dollar off-line method you can use to get rich with your on-line web site! They’ve brought direct marketers billions and billions of dollars over the years . . . now put them to work for you!

Typically, a news release is written double spaced on a single sheet. That’s one of the drawbacks, or disadvantages, of press releases. You usually can only use about 100 words to tell your story. Print publishers will only give you so much space.

On our web sites, however, space is no problem. We’re assuming that you have a web site listener, and if you don’t, we really think you should, because that is the basis of great Internet marketing. You can do it with e-mails. You don’t have to have a web site, but you have a major advantage if you do have one. With a web site, we can use as many pages to tell our story as we want.

We’re recommending that you continue to send out news releases to print publications or start doing it, if you’re not. At the end of your news release, we strongly suggest that you give your web site address.

To make it even more exciting for people to go to your web site, you can tell them that if they go to your web address, they can get a complete description of your great products. This is very important, because you can’t tell the full story in a short news release to print publications. We’re using off-line news releases to promote our on-line site.

If you’re trying to sell direct from the news release, keep in mind that it is hard to sell things for $195, $300, $

400, or more. Most of our success has come from products that were under $50. However, if you’re just asking people to check out your web site for more information, then you can use page after page after page to tell the complete story that could get you those $195 or $295 sales.

You have a better shot to sell something when you have more copy and illustrations to tell the complete story. Send out those press releases to journals, magazines, and news- letters that give your complete web address and information, and tell them that a complete description of your product can be found on the web.

The offer is so important. Packaging everything up and making shipping free is, in fact, all just part of having an attractive offer.

We feel many of the infomercial people have made a big mistake on television. We recently bought a juicer and it was $179. We thought that’s a pretty good price, plus shipping and handling. We didn’t pay any attention to it.

When we got it, we saw that they had tagged our credit card for $39.50 for shipping and handling. It was shipped from a ware-house only 100 miles from where we were!

We fell they’re making a big mistake - a mistake that could easily be made by Internet marketers - when so many people hate high shipping and handling fees. They could package it together in their offer.

One of the low cost treadmill companies doing infomercials calculated that their shipping and handling fee actually paid for the cost of the product!

Shipping and handling can be a profit center. It’s making some people mad. But another thing to look at on the Internet is the fact that we have a great advantage. We can eliminate shipping and handling, and sales tax all in one swoop, because we can deliver electronically. And so far, to the best of my knowledge, if you deliver electronically there is no sales tax even in most states. Because no product ever changes hands, only electrons.

Another very important ingredient to learning, and therefore success, is feedback. You need to know when you are failing and when you are doing something right or wrong. A good instructor constantly gives you feedback. The Internet provides for almost instant feedback. You can put something up on your site and you know, sometimes within hours and certainly within a day or a week, whether it’s working or not. And on the Internet you can make instant course corrections. That’s another value of the Internet compared to direct marketing or space advertising.

We believe that the best two methods to get people to buy everything today are:

1. To be considered a great expert.

When you paint yourself in the position of an expert in your copy, you appear to be someone who truly knows what they’re talking about, not just someone trying to get a few bucks with a sale. Being an expert makes your product very valuable, since it’s coming from such a reliable, successful source.

2. Paint yourself to be just like the people you’re marketing to on the Internet.

By setting yourself up as a common member of your market who just happened to find an answer that worked, the prospects will identify with what you say and the situations that you’ve been in. This personalizes your copy, and gives them the belief that what worked for you would work for them, too.

You can charge good money with either technique. Either you’re the ultimate expert and they just have to have what you have because you’re the master who can teach, or you’re just like them, but you’ve found some ways to make excellent money or you developed a great product.

Even though you’re just like them, now you’ve made a fortune if you’re selling money-making or financial information. Now you can help them with the techniques that you learned. Those are the two best ways to make money, in our opinion.

You also must not isolate yourself from the rest of the world. Knowledge can be found in many different places. Money-making ideas are everywhere you look! You’ve got to be open to seeing things that other people generally don’t see.

Instead of saying, “Hey, that’s a great idea!” you should be saying, “Hey, that’s a great idea! I wonder how they did it. I wonder how I could do something like that too.”

It’s all a matter of thinking. You need the ability to think big. Start thinking, as we like to put it, on the other side of the cash register. When you see a good idea, you shouldn’t just notice it, you should notice it and then try to figure out how you could do something like that.

After years of thinking about things like this, reading all of the good books and magazines out there about the success in business that other people have had, you will start thinking like a businessperson, and you will begin noticing the common denominators that are out there in many different businesses.

How do they generate their profits? How do they earn the sales? You will be able to start figuring all of these kinds of things out. You’ll start seeing that money-making ideas are everywhere you look. Then, all you’ll have to do is just go out there and put it into effect!

For years, we’ve all searched for some kind of a miracle.

It’s a miracle if you can just sit at home, even in a wheel chair, tap-tap-tap on a computer, and have money come to your house. We’ve been looking and looking for that.

Well, we think this is the miracle that could save a lot of individuals! It’s instant. They just go on the Internet, put something that they have in their attic on e-Bay - or whatever auction - and by the next day two million people in 90 countries around the world are looking at it. It’s how to turn your “junk” into someone else’s treasure - and make thousands of dollars doing it! It’s cash from your attic!

Like the quote from the Wall Street Journal, “With two million people looking at it, there’s always someone who says, ‘That’s exactly what I want.’” Then they make friends, they’re doing what they love, and they’re making money. It’s just a miracle!

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!

When we speak with many people starting into business for themselves and bring up the topic of starting a newsletter, many of them invariably say, “Oh, I don’t know if I can publish a newsletter.” Don’t let yourself fall into that mind trap - you really can! A great number of successful marketers - including us - find newsletters to be great ways to build business.

We publish newsletters both online and offline (for years we published off-line only) for one main reason - to keep in touch with our customers. Any profits we make from the newsletter are just icing on the cake. With newsletters you can be in touch with your customers maybe six, ten, or twelve times a year. If you’re going to try and have more online content that’s of a higher quality, there’s no better way for you to do this than to publish a newsletter weekly, monthly, or whatever schedule you decide on. People will come back to the site to see it.

We think it might be a good idea to make your prospects and customers come to your website to see the newsletter rather than e-mail it to them. Let them download it from the site or read it on site. Don’t get us wrong, e-mailing your newsletter to them can be good - There’s nothing wrong with it - but it doesn’t get your prospects and customers to visit your web site on a frequent, regular basis. Newsletters are a shocking way to make more profits every 30 days - by putting a unique item on your side!

Now let’s go over how you do a newsletter. Many of you are highly qualified - you don’t have to be a great writer or a famous author. You just have to be able to piece together different information to publish a newsletter. It really isn’t very difficult, guys and gals!! You should consider doing it. You could get someone to write it for you. You could scour the Internet where there’s just literally thousands upon thousands of pages worth of free information and pick out the best of it that relates to the subject that you’re trying to promote and put together a newsletter that way, along with some original stuff of your own.

We’ve said it before, and we’ll say it again - seriously consider a newsletter! It is a great way to get Free Advertising and build your business because, in addition to having the newsletter on your site, you can offer that newsletter for free on so many other sites and related websites. Then, in the newsletter, there’s information on how to subscribe, and you can go a step further - you can sell advertisement space on your newsletter.

We believe the best way to make money on the Internet unless you’re Dell Computer a great software company, is to sell advertising. We’ve made more money selling advertising on the Internet and websites than we’ve ever made selling books and other products and services.

We’re sure some people could say that they’ve sold more products than many of the advertisers, but advertising is probably the best way to make money on the Internet. If you have an E-zine or a newsletter and you take in advertising, that is a great way to make money.

There are so many sites on the Internet where there are many, many ads. You surf your way there and find that there’s something like 1,000 classified ads - maybe even 10,000! Most people, we believe, will not wade through all those ads. If the ads are stuck here and stuck there in a very interesting E-zine or a newsletter, then people will read the ads as they read the content.

We’re telling you that there are two ways to make money. You can sell your products and services with the newsletter. You can get your newsletter on related sites. You also can make money by selling advertising. Consider publishing an on-line newsletter!

Your biggest hurdle to getting prospects to buy your products is the fact that they are going to be naturally skeptical of the claims in your sales copy.

We live in a very consumer-aware time. So many people have been scammed, and so many scams have been revealed to masses of people courtesy of the media and through the efforts of organizations like the Better Business Bureau and Consumer Reports, that people don’t instantly believe anything an advertisement tells them without some sort of proof that what’s being said is true.

How can you overcome this skepticism? Do a little role-playing, and put yourself in your customers’ point of view! This is how to read your customers’ minds!

In order to get the most success selling to a market, you have to know the people who make up the market. Not all the people themselves, but the average mindset of these people. Think about them, know them, find out who they are.

Is this a market where people are scammed often? Do most products offered live up to their promise? Which companies are the most successful, and why? What are these people afraid of when they get offers? What keeps them from buying?

Once you know these things, start listing the reasons why your market turns down offers - what could potentially keep these people from buying from you!

If you jot down a list of why people will not buy your product or what problems or challenges they might have and you can eliminate all of these factors in your own offer and sales copy, you could make thousands of dollars where others have failed!

The secret is in intimately knowing your market, and understanding how your market works. Doing this one thing could put thousands of extra dollars in your pocket!

The purpose of any headline is to attract readers, and get them interested in your offer. Bottom line: Headlines are how you can attract customers. Some writers will create a blind ad or another clever headline that is designed to attract a general audience. However, that does not mean there will be orders.

Often, an ad’s targeted prospects may fail to realize that the ad is offering something they want, and they scan right over it. Ads must be targeted at the “most-likely” prospects.

The headline is what makes the prospects and customers the compelling beneficial promise that in turn draws the reader into the ad copy.

Also, you should make your headline as dramatic as you can. This helps make the headline very clear and very compelling. It draws people into your ad. The more dramatic you can make it, the better.

We like to keep things simple because the simpler they are the more apt you are to put a little time into just giving them a try. We read some great ideas, and we see a lot of great ideas. We go to conferences. We read the books. We see a lot of very complex excellent ideas, but we know that very few people are going to go through the trouble to carry out the complex ones. The simpler they are, the more apt any one of us is to try them.

This is how simple it is - say thank you. If you want to make your website stand out, say thank you. Make your web site do something more than just sit there. Say thank you, and your website can almost just sit there. Just say thank you to every visitor that comes to that website.

To do that all you’ve got to do is make sure your website has some kind of a form. The way we design our packages, there’s always a collection form to collect mailing list information.

Put a form on your website. Say, “Hey I got some exciting, free information from my catalog,” or “I’m going to give you my restaurant’s menu. First, could we please have a little information about you so that we can keep in touch with you?”

Ask the person for their e-mail address and ask them for permission to e-mail them now and then. Once you’ve got the e-mail address, just send them a thank you for visiting the website.

Why’s this so powerful? We were just looking at some recent surveys on the number of new domain names registered or the number of domain names actually registered. A domain name is a web address that you obtain for a website. This doesn’t count the number of websites, mind you, that are under a domain. There can be more than one website on a domain.

Just consider that domain names alone are websites. In July of 1998 there were thirty-six million domain names. In July of 1999, there were fifty-six million domain names. That means in one year there were another twenty million new domain names and more than that. Say two to three times that on average are the number of websites you’re competing with.

Roughly 90% of those websites don’t even bother to ask you for your e-mail address. They don’t even bother to ask you for any information. They just statically deliver information. Of that 10% that do bother to ask, 90% never send you anything in response.

So just think, by putting that e-mail form on your site that sends an e-mail to you when they respond and gives you a visitor’s e-mail address and permission to e-mail them, that alone makes you stand out above 90% of those millions and millions of other web pages. It makes you in the top 10%!

When you get one of those e-mails, just send a standard response saying thank you for visiting my website. You now stand head and shoulders above 90% of that remaining 10%. You’ve just knocked down the competition and the odds against you 200-fold or a thousand times, actually!

The other thing we would do is include a tag line on that e-mail that offers the person that you’re thanking a nice discount or a special offer on whatever you’re selling on your website. Something special, a free gift if they come back. A special discount because they bothered to give you their e-mail address. Also, of course, you’ll want to send additional e-mails down the road reminding them if they haven’t visited or reminding them of specials. The key is now you’ve collected their e-mail, now you’re creating a relationship.

There may be millions and millions of websites out there but there are very, very few of them generating a relationship. A relationship is the most powerful thing you can create between yourself and a customer to guarantee sales for years to come and a customer that comes back to you even though there are millions of other pages they could be visiting.

It takes a little effort. You’ve got to set up an e-mail address. You got to have e-mail, but you don’t even need a computer to do that and we stress this all the time. You can go to several places. There’s a company called Hotmail.com, www.hotmail.com. There’s a company called Juno.com, www.juno.com. You can reach these two places with any computer that runs a web browser that’s connected to the Internet and fill out and set up an e-mail account of your own or multiple e-mail accounts if you want to.

What this does is it enables you to go to your local library. You can tell the librarian there that you need help getting on the Internet and “Show me Hotmail. Help me set up a Hotmail account.” You can go to the library twice or three times a week to see who’s visited your website and send out an e-mail. Have that be the e-mail address where the form is sent to, and you just reply saying, “Thank you for visiting my website.” You could have a friend do it.

We have always said that every neighborhood has at least, probably, ten high school aged kids within a few block area radius of you that’s got their own personal computer and Internet connection. They would be happy for ten to twenty bucks a week to collect and send e-mails for you. It’s that simple.

As a consultant, you may have clients call you up and want your help with some aspect that you aren’t very familiar with. What do you do then?

Would you be willing to forfeit other profit areas because you lacked the expertise? Absolutely not! All you have to do is identify other consultants who do have the expertise. This is how to easily get the help you need to do anything you want to do!

You then have some options to consider:

You can refer them directly to the business owner for a commission.

Obtain estimates from the other consultants and present a total one-package deal to the owner.

Pay the consultants a percentage, or hire them outright.

No matter which way you go, the important thing is you didn’t miss that client - or the money you made from helping that client!

A market is a group of customers that have something in common that makes them targetable for certain advertising promotions. A marketplace is a place where you can reach that market.

Where are the big gaps in the market place that you can fill and make a bundle?

In order to fill a gap in a market, you have to constantly look for companies that are not serving a market well enough. You should constantly look for groups of people who are buying for certain reasons. You are constantly looking for needs and hungers in the market that other companies just aren’t filling.

Behind every successful company is a group of customers that are hungry for the benefits that company provides them. But, more often then not, those companies have weaknesses and gaps that they are not filling.

But, you can fill those gaps yourself. Look for those needs and desires that just aren’t being met by the other companies in your market. What are they overlooking that their customers want and need?

Offer these things to your prospects and get the message out that you have it, and you will attract the market’s attention. Then, since you are able to offer the market the things it wants that no other companies are offering, the market will be much more open to doing business with you. This will help pull customers your way, and will also help you bring competition away from your competitors. In essence, the money that your competition is making now could potentially be just waiting to be yours!

You can get checks and money orders in the mail from these Internet auction sites from people that are bidding on products that aren’t even yours - and you can make a big profit this way!

What we’re talking about is finding a local store and dealing with them exclusively to help them sell their products on the auction sites. If you organize this correctly, you can set it up so that you never have to stock inventory, and you never have to worry about having any products to keep on hand.

There are a lot of different takes on this, but the way we recommend doing this is you could constantly be offering their products for sale. In fact, you could probably do it where you only worked one day a week, other than just checking your auctions and seeing how they’re going.

Be excited about the high bids, and how high the bids are going, and stay in contact with the store, and letting them know how well their product is selling. In fact, they don’t even need to know that you’re selling their products for them. You could do it either way.

The safest and most profitable form of advertising is two-step lead-generating ads.

This lets you use the secret of follow-up marketing:

FIRST, you get new customers to respond to some type of inexpensive ad or sales letter.

SECOND, you follow-up with those people by selling them additional products and services. This type of advertising can make you the richest person in your town.

Here’s how simple it can be: You run small inexpensive classified ads, small display ads, or use inexpensive postcards, self-mailers, or cheap Direct-Mail packages. The purpose of this advertising is to bring you qualified prospects. This can build your mailing list, and give you people you can go back to and re-sell.

Many companies make the mistake of believing that it is the front-end sales - sales gained from first time buyers - that are the most important. They spend their time always inventing new offers that they hope will make them rich - but they never really seem to bring in an increasing amount of profit.

They are operating their business drastically wrong. Real profits that will grow with your business and help you expand are, in fact, gained through back-end sales. Back-end sales are the sales that are made when you go back to customers that have bought from you before and make them offers for products or services that are closely related to the products or services they accepted from you in the past.

One of the best analogies for this is rolling a snowball down a snow covered mountain. At first it will be small. But, as it keeps rolling down, new snow is compacted into the snowball on top of the snow that is already there. As the snowball keeps rolling further and further down, it keeps picking up new snow, and as it keeps picking up new snow, it keeps getting bigger and bigger and bigger . . .

Now, look at profits and customers in this light. At first you will put out an initial offer - the front-end offer - that will attract prospects and get them to buy from you. Then you go back to those customers and offer them products and services that are closely related to the one that they have already accepted - this is a back-end offer.

As long as the item you provided the customer met with their satisfaction and they are pleased with you, your company, and your products or services, the chances are high that they will accept another offer from you, thereby giving you a sort of “profit foundation” for you to build up from.

While you are doing this, though, you still keep your front-end offers out there, attracting new customers so that you can make them repeat customers and increase the size of your snowball. You have the foundation profits, and you keep adding more and more to it with your front-end offers.

If you want your business to grow, prosper, and survive, you are obligated to sell as much as possible to each person most likely to buy from you. But, you also have to remember that you have to sell them what they want. How do you know what they want? It’s simple. Go with what you have learned through your earlier sales with them. What did they buy last time? What sorts of items do they regularly buy?

If they have bought from you before, then that means they are interested in the specific benefits that your product or service gave them. Therefore, to keep those customers buying more from you, offer them back-end products and services that are closely related to the ones they bought in the first place.

This is how to get your customers to keep sending you money for years and years! As long as you are able to offer them the types of products or services they want that supply them with the specific benefits they want, and as long as they are happy with everything they buy from you, they will be much more open and willing to keep buying from you over and over again!

You would use various advertising methods: banner exchanges, link exchange, and things like that to let people know that you’re giving away a thousand dollars and all they have to do is come to your web site to register. They could be the one who walks away with a thousand dollars in cash!

Run those ads everywhere. You’re going to instantly get floods and floods of traffic coming to your web page to register for that contest. And, of course, all those people are going to be very excited to come to your site, and they’re going to be more than willing to give you all their information about themselves; name, address, phone number if you want, e-mail, or anything you want, because they are wanting that thousand dollar check. It’s like the lottery. People go crazy when they think they can win that multi-state jackpot. And people will go crazy over contests like this, as well.

Here’s a brief example of how someone is actually doing this. There is someone online right now that has a very large publicity package about how to write press releases and get a lot of free publicity and free advertising. It’s not us, even though we sell that type of information, but it is someone in that market selling that type of information.

It’s a very highly expensive package, in the area of $400 - $600. Now, that’s a hard sell if people don’t know you, don’t know your name, and are not sure what type of information they’re going to get. That’s a hard sell, getting people to spend $400 -$600 on the Internet.

What this person has done is brilliant. He has created a 30-40 page book that’s an introduction to writing press releases and getting publicity, and he has offered it free of charge to anybody who wants to download it. It’s a free e-book. And people have been rushing like crazy to get this e-book and download it, and once they download it, they get the information, and they see it’s valuable.

There is a link in that e-book that links from that book directly to this person’s web site where he can now push them on the bigger package.

You’ve given them a small taste. The e-book is like the person standing in the grocery store aisle giving you a small taste of a cookie so you’ll buy the entire package of cookies.

He has given these e-books away free of charge, but he is also using the power of viral marketing because he is allowing anybody who wants to give away that e-book the power to give it away. In fact, there are links inside that e-book that says “If you want to give this e-book away to every person on your e-zine list - if you want to give it away to all of your customers, if you want to give it away as a special offer, or as a freebie with something you are already selling, or if you want to make a special Christmas offer - just point them to this site, let them download it free of charge, and they’re going to be able to get this e-book absolutely free.”

That is spreading his e-book like crazy over the Internet. And every time some marketer gets that e-book and downloads it, they see information in the e-book that says they can now spread it to their people. It is spreading like wild fire. And of course that e-book then pushes people to the site that sells the bigger package.

This is a fantastic way to pull people in, give them a short taste of what you are selling, and then get them to spend even more money and sell your info products without spending a lot of money on marketing.

Here’s another story, another concrete example. There is a gentleman on the Internet by the name of Terry Dean. He created an e-book titled 101 Of The Hottest Internet Businesses. Basically he went to this customer list and he said “First of all, you can pick it up absolutely free. But, it is Christmas time. I know all of you have customers, you’ve all got e-zines, why don’t you offer this to your customers?”

And certainly people did. In fact, over the next six months, that one e-book was downloaded about 2,000 times per week from people offering it free. And people weren’t only offering it free on their e-zines. People were actually posting it on their web sites, on their home pages and saying, “Hey, here’s this free e-book. Go to this site and download it.”

In talking to Terry Dean, one of the things he said is “I do banner advertising. I do offline advertising. I do online advertising. I do classified advertising. I do a ton of advertising, but this free e-book 1) pulled in the most traffic to my site, and it’s probably responsible for the most sales ever on my web site, and 2) it’s constantly going. I still get 500 - 2000 requests for information from my site from that one e-book. And because I let everybody give it away that wants to give it away, it continues to spread just like a virus.”

So using the power of viral marketing, tied in with the power of e-books, you can spread your message and spread your information all across the Internet and pull people back to your web site, and back to products that you want to sell for top dollar.

It’s a great way to market, and it’s very low cost because you’re letting other people do the marketing for you and giving them a taste of your information at the same time.

Another thing you could do, if you couldn’t find an expert that was actually giving speeches, is find an expert and interview them. Write down lots of questions that you know your customers would be interested in and love to know the answers to. Then, just interview them.

You can transcribe that interview. You can even do audio tapes of that interview and sell them that way. That has worked very well for us. In fact, we interviewed Russ one time, paid him his normal $2,500 fee for a weekend. We sat down and interviewed him over a weekend, and I believe that product did $1.3 million in sales.

It’s an excellent way to create products without having to write a single word. You never have to stare at a blank page. Have someone transcribe the speech. Turn it into a book or manual and you’re ready to go.

Generally, adding a link to a web page or an e-mail is just a matter of typing one line of code that references or puts a string of text that is then highlighted and presented as a link including the address that it links to.

Usually, when you are working with someone they can give you the link. Most links that you add to sites are very easy to add. You could just type a web address with most web design software. Type in any line of text that you want, highlight it, go up and click add a link, and type in the web address. Blink! You have this string of text highlighted to take you to that web site when you click on it. It can be very, very simple.

In fact, we should stress, too, that a list of links is one of the best contents that you can provide, especially if you are constantly changing and upgrading it. You can do it on one page. Direct people to that page from elsewhere in your site. Never even touch the rest of your site, just have that one page that you update and place on your web site on a regular basis. People will keep coming back. If they don’t make it their home page, they will still at least bookmark it as a place to go to find resources - by continually attracting people to your web site, the higher your chances of making even more money - therefore, links help you make huge sums of extra cash profits. And all you had to do was add simple links to your web site!

There are three ways you can use ideas from other ads that can make you thousands of dollars!

1. Develop ideas in a new and original form.

2. Improve and expand on the idea.

3. Copy the idea “as is.”

Item 3 is not a good idea, at least not to the point of copying someone else’s advertisement word for word.

The companies that are making the most money consistently, though, are not copying. Maybe they’re copying existing ideas, but they are finding ways to use these ideas to make them unique.

Out of these three, item 2 is the method that we recommend more than anything.

These ideas don’t have to be limited to a certain product or service. They can be utilized for any kind of advertising. Stop seeing ads as ads. Stop seeing sales letters as sales letters. See them as ideas!

Some of the people who design ads might have put a great amount of time and effort into them. All you have to do is study their copy and glean the best ideas.

Take, for example, a person who has been writing ads for twenty years. That person has thousands of hours of experience, and when they develop an ad campaign it’s based on a lot of experience.

Then, you can study their copy and use the best of the best of their ideas in a short amount of time. You are able to capitalize on their experience, knowledge, ideas, and method of communication.

PUTTING YOUR MAILING LIST ON THE MARKET is the secret to getting a BIG CHECK in the mail every month! Here are the two phone calls you’ll have to make every month:

1. Call your mailing list broker to rent names to mail your own offer to. This lets you make sales and build your mailing list.
2. Call your mailing house and schedule the printing and mailing of your Direct-Mail. Also have them keep your mailing list for you.
3. Then, every three months, they will send your mailing list to your list manager and he or she will rent it out to other people who will take your names on a regular basis.

The amount of money you can make from this simple little method can be staggering. It could add up to tens of thousands of dollars a month - and all you had to do was make a couple of simple and easy phone calls!

In this article I am going to reveal how to go from stone cold broke to riding your own tidal wave of massive wealth with one of the best kept cash-flow secrets on the Internet. The best thing about this technique is the fact that you don’t create a thing. You don’t write a single word! You simply create a site that features links to other web sites. The other web sites offer valuable content to web site owners.

A great example is the search engine Yahoo. (Yahoo.com.) Over the last few years Yahoo has created a searchable index of web sites on the Internet. They don’t list the most sites, they don’t have the coolest graphics, and there are arguably better, more complete search engines on the net. They’re still pulling in truckloads of cash and millions of hits daily, though, because they are offering a valuable service.

They make money by selling advertising on their site. For example, if you want to run a two week ad on the front page of Yahoo, it would cost you exactly $88,235.00. Now remember, Yahoo has hundreds, if not thousands, of pages on their site which they can sell ads on. You can do the exact same thing!

Instead of going through all the work to create original content to sell to web site owners, create a directory! Create a searchable index of web sites, companies, and sources offering content to web site owners. Instead of spending your time writing articles or such, you can spend your time doing a little research on the net and creating your directory of content.

Let’s say you go out, do some research, and create a searchable directory of content for web site owners. There are two ways you can seriously cash in with this type of a web site. First, you can sell banner advertising on your site. Let’s say, for example, that you sell banner advertising on your site for just $250.00 per week. In one year, (52 weeks a year) one banner on your site could produce a cash flow of $13,000. Plus, your cost is virtually nothing. You do have the overall cost of maintaining your site, but the cost of that banner on your site (taking up just a little bit of space) is basically nothing.

If you have only five pages on your web site and you run a banner at the top and the bottom of each page, your site could create an annual cash flow of $130,000.00 in advertising revenues. If your site starts getting a ton of hits, you can double or even triple your banner ad prices and create an annual cash flow of $260,000.00 to $390,000.00.... and that’s on a dinky five page web site with only ten banner ad spaces!

Many web sites have dozens of pages and many spots for banner ads, links, classified ads, and many other things. A web site with a lot of traffic is really a cash cow for selling advertising. You could also cash in by offering products or services on your site that are of interest to web site owners.

For example, there is one company that will pay you $200.00 whenever a web site owner gets a merchant account through you, if you sign up with the program. If your web site gets just one web site owner to sign up for a merchant account every day, and you get $200.00 every day, 365 days a year, you would make $73,000.00 in one year! If you’d get involved in just two of these no work joint ventures every year, you could create an additional cash flow of $146,000.00.

I’m throwing out these numbers, and they’re not guaranteed. Still, you can see the example of how simple it really can be to make a six figure income from a web site, where you’re not creating products or content, but instead you’re basically selling advertising or engaging in joint ventures with other companies that want to do 99.9% of the work for you!

The best part of this is the fact that you can start this in as little as 30 to 60 minutes a day, doing a little research on the Internet. Remember, you don’t create any content. You simply create an online index of web sites that offer content. After you’ve done this, you then promote it heavily to web site owners. Once you’re getting lots and lots of traffic, you cash in!

When you really tap into what the other companies are doing, you’ll find an abundance of ideas. “Borrowing” ideas and implanting them into your own offers and sales messages is what almost every successful direct response marketer does. It has made many companies very successful over the years.

IT’S TRUE! Mail-Order millionaires are no smarter than you! And they’re not doing anything that you can’t do, either. All they are doing is taking ideas that other companies are using to make money and incorporating the ideas into their own advertising copy and offers.

Many times, your best ideas will come from companies that sell products and services that are completely unrelated to your own. If you are only looking in your own market for ideas, you are limiting and possibly hurting yourself.

Most companies look at what the companies making the most money in their market are doing. This is fine, and it can very well be vital to your success. Remember, these are the companies that know your market, and they’re doing something right. Otherwise, they wouldn’t be the success that they are.

Still, the best breakthroughs come from taking ideas unrelated to your own market that other companies are using and then making it work for you. This really separates you from most, if not all, of the other companies in your market, because they tend to follow what the other companies in the market are doing.

Historically in all different markets, there are “Me Too!” companies. They are exactly what the name implies. There’s nothing unique about them. There’s nothing separating them from most of the other businesses catering to their market.

Therefore, most companies have no unique strategies or positioning. There is nothing that will compel a prospect towards one of these businesses, because they are all the same.

Only when a company is truly different and stands out from the crowd will that company be able to gain the attention and interest of the serious prospects, who have seen it all. They are bored with the monotony of the other companies, and they’re looking for something different.

Breakthroughs are out there, and they are taking on the form of what other companies are doing. But those companies are not necessarily the companies serving your market. Look at the ideas being used by companies that are totally unrelated to your market. Find ideas and offers that are great, and ask yourself, ”How can I incorporate this idea into my own offers and advertisements?” This is why you will never run out of ideas that can make you thousands of dollars! You are not limited in where your ideas can come from. All it takes is some thought to turn a seemingly non-related offer into a possible winner for you!

Personalization can make you a fortune because people want to feel special. Here are some of the methods you can use to make them feel special:

1. You can personalize each sales letter. The technology to do this is getting cheaper all the time.
2. You can segment your list by what people order. Your customers can be placed into different positions that are called different names such as: “Preferred Customer” - “Exclusive Distributor” – “Founding Member,” etc. This lets you mail to the whole group, avoid the personalization charge and still make it “feel” personalized.
3. You can do things to make the customer feel special. You can write to them a certain kind of friendly way. You can record cassette tapes to them. Send your picture with every offer and do other things to make them feel special.

It is actually possible to create a bond with the people you do business with... Make them value you. Build an actual personal relationship with them. That may sound corny, but think about it. Think about what a personal relationship is all about, and you’ll see that you probably have a few of these relationships with the people you like doing business with the most. Now set out to build these kinds of relationships with your customers.

Marketing is everything, and many great product ideas are doomed to failure from the word “go” . . . because the companies didn’t know how to market them. It’s not the product that really matters.

We see companies very often that are very protective of every business and product idea that they have. They are afraid of letting anyone else know about their ideas because they are afraid someone else will use them to make millions.

This just isn’t true. It’s difficult to get out there and promote products. It’s hard to get people to send you their money. We are living in a competitive society, and no one knows this better than a good marketer.

A lot of products could have sold if someone had simply taken the time and effort to learn how to market them. This is why you can find “gold mines” of products out there that other people haven’t been able to do anything with - AND CASH IN WITH THEM! It’s a matter of knowing how to market these products that is the most important.

One of the most important concepts you should remember when it comes to creating sales copy is the fact that people are lazy. This is not meant as a huge slam, mind you - it’s simply the truth. The more work something presents them with, the less chance there is that they’ll do it - or the more chance there is that they’ll put it off until they have to do it.

When people read through sales copy, they don’t want to put any work into it. When they get a sales letter that has huge, unbroken paragraphs of continuous type, it looks like a lot - and, since there isn’t any variety in the size or color of the font, it looks boring.

If that copy looks boring or looks like a lot of work to get through, your prospects aren’t usually going to take the time to read through it - they’re going to pitch it in the trash.

This is one of the reasons why every sales letter you write should have bullets!

Bullets are, essentially, headlines WITHIN the ad copy. They introduce the reader to new ideas that are being presented – typically by presenting a benefit very dramatically. They are usually used every paragraph or two. They’re bold and they’re larger than the normal font, and there’s usually a double space between it and the body copy following.

Bullets are a great way to break up body copy, but they also have other great uses in sales copy. They present big, dramatic benefits of owning the product - and those big black words will stick in people’s minds easier, and entice them to read the copy underneath to find out more about the product. Bullets are the most important thing that will give your sales letter instant sizzle and selling power!

By fulfilling the function of both breaking up your copy and enticing your prospects to keep reading with incredible benefits, bullets are one of the most powerful tools a marketer has at his or her disposal. They can turn dull, stuffy copy into a major seller - and they could do it for you!

Repeat Business. Period. That’s it. Keeping profits growing and growing is done by building a customer base that continues to buy while you are constantly working to attract new customers who will turn into repeat buyers! This is the #1 way to keep your business on the right track towards super-profits!

The money you bring in from your repeat customers can be far greater than you will ever bring in from new first-time customers. You must work to keep your present customer buying. They have already told you that they want your products. They wouldn’t have bought from you if they didn’t trust you. Why work ten times as hard getting new customers when you can work less to get more money out of the customers you already have?

Thousands of businesses concentrate all their marketing efforts on getting new customers. This is a mistake for two reasons:

1. They must start over every time. They have to gain a customer’s trust every time they ask for money. This makes their work a lot harder.
2. They forget about their current customers. You have to keep in touch with your current customers. They will pay you much more (on average) than any first-time customer will.

You may have heard about the problem some long-distance telephone companies had. They were offering major long-distance discounts to people who would switch to their company or come back to them if they had gone to another company. There was a major backlash from the people who had NEVER LEFT that long-distance company. They were being charged higher rates because the company was offering such special deals to get new customers. The moral of the story is DON’T FORGET ABOUT YOUR CURRENT CUSTOMERS! This is a major problem many businesses choose to ignore! Don’t you be one of them!

I’m now going to cover how to get thousands of people to practically beg you to e-mail your special offers to them every single week. You can use this simple trick to put more cash in your bank account every week than you ever dreamed.

We are going to once again deal with e-zines. They are a very powerful subject matter - one that can make you a lot of money if you will use them.

This is a simple trick, and you can use it to get thousands of customers, or even tens of thousands, or hundreds of thousands of customers to eagerly wait to receive your e-mail every single week. In fact, they may sit by their computer at the time they know your e-mail is coming and wait for it!

What I am talking about here is actually giving away free subscriptions to an electronic newsletter, or an e-zine as they are also called. It is one of the best ways to get your sales message out to your customers, because they actually anticipate receiving your electronic newsletter.

I do recommend that your e-zine have content have content. Your content can be on whatever you want it to be. It should preferably be on a subject matter that your customers know about and are interested in. If you are in the money making business, your e-zine can be different money making tips and strategies. If you’re into gardening, your e-zine could be full of gardening tips. Whatever hobby or craft, whatever you’re interested in, or whatever your customer base is interested in, you can have an e-zine that is sent out to their e-mail addresses that gives them information about that subject matter. It doesn’t matter what it is. There is always information you can send out to a list of customers who are happy to receive that information by e-mail.

One tip I have - if you think that you can’t possibly have enough to talk about in have your own e-zine, it’s easy to rectify the situation. You don’t even have to write anything. There are many people that can write material for you and provide you with material.

If you’re worried that you might not know enough to be an expert and have your own newsletter, always remember that, as little as you think you know, there are always a lot of people that know a lot less than you do. There are always people out there that are eager to learn what you have to share with them in your electronic newsletter or e-zine.

One of the things that I recommend you do is not write the material yourself. If you happen to enjoy writing, you are welcome to do it, and it can be very fun and pleasurable for you to actually sit down each week and write your e-zine yourself.

You don’t have to. You can interview different experts in your field and either include the entire interview in your e-zine or just include excerpts. Each week you can take another question or two from the interview and include it in the e-zine. Then at the end of that particular e-zine you can say, “In next week’s e-zine you will get more of this interview.”

You could also reprint other people’s reports, and things you’ve found on the Internet from other people. You could use articles other people have written that they have given permission for use by others in their e-zines. Even if you find a report you see on someone’s web site that you know is valuable you can e-mail the webmaster and ask for permission to use. All it takes is an e-mail to them saying, “I really enjoyed your report that I saw on your web site, and I know my customers would really appreciate it, too. I have an e-zine of 5,000 customers (or however many it ends up being).”

Simply tell them that you know your customers would really be interested in reading that report, and you would be happy to include a link back to their web site if they would give you permission to include that report in your next e-zine edition.

One thing you never want to do is reprint someone’s report without knowing that they have given you permission. That’s definitely wrong, and you can get in a lot of trouble for that!

One other way you can get reports and information for your e-zine is to actually purchase or invest in a CD Rom or a computer disc that contains reprint rights to a group of reports. The reports should be on a subject matter that you are going to be using for your e-zine.

For example, there is a CD Rom called “The Instant Publisher’s CD Rom” that is full of money making information. It contains the reprint rights to 750 informational reports.

If you use one of these reports a week in your e-zine, it would take you a long time to go through all 750!

There are many ways you can get information and content for your e-zine. The key is the e-zine is a valuable tool to help you reach your customers, if you’ll just get out there and use it and use these methods.

There are a couple of ways you can make money with your e-zine. Of course, you’ll want to give it away free. In my opinion, that’s the best way to do it, and the best way to build the largest customer base. With each e-zine you send out you can also include special offers and a link back to your web site (if you have a web site).

If you don’t have a web site, you can just include special offers and let people buy those offers from you. Chances are, a portion of the people every week will purchase.

The second way to make money with your list is to sell advertising to other web sites that are in your market who want to reach your list of customers. You can sell them an ad within your e-zine that can make you more money than actually selling your products!

Combined with selling products, you can actually make a substantial amount of money selling advertisement spacing on your e-zine. You could sell your advertising in the e-zine for $50.00 a month, or $50.00 a week. It all depends on how big your list is and how valuable your list is. It’s up to you to decide. You can test different prices and find out what other web site owners are willing to pay.

We recommend that you assign a price to your e-zine. If it is valued at free and there is no price on it, people perceive it as being worth nothing. If you put a $99.00 value on it, or $195.00 value, people will put more faith and more stock in what you say, and it will come across like you are more of an expert. This is invaluable, because people will read it more than they would if it was a free newsletter.

You can also use other forms of advertising. Banner ads, link exchanges, and resources like that can be used to advertise your e-zine. You can join a link exchange where you actually have banners all over the Internet that say, “Sign Up For Our Free Electronic Newsletter,” or “Free E-Zine,” or “A $99.00 Value- Yours Free, Click Here for Details or to Sign Up,” or something like that.

You can add to your list very fast! It may seem like it would be slow, but if you average just 25 new customers a day signing up for your newsletter, at the end of one year you would have 9,125 customers receiving e-mail from you every single week. That is almost 10,000 customers in a year just by having 25 people sign up a week!

You might have 100, you might have 50, or you might only have 75 signing up a day. One day you might have no one signing up, and the next day you have 50 sign up. The key is to get your advertising out there for your electronic newsletter - then you will get people to sign up. Just a small number of people signing up every day can add up over a year, and over a two to three year period you can get many tens of thousands of people.

The greatest part of this technique is the money! If you took those 25 new customers a day and 9,125 customers a year and started mailing your offers to them every single week after a year with 10% of them buying your $20.00 offer, you would make $1,820.00 every single week!

This is a list of people who are eager to receive your offers. You might get a 20% response. You might get a 5% response. It’s hard to say. A lot of it depends on your offer. If you averaged a 10% response with a $20.00 offer, though, you would make $1,820.00 every single week.

That money would basically be coming in automatically. You just need to get your e-zine out there! Build your content on your electronic newsletter, and the money can come in automatically every single week from the people that are responding to your e-mail offers within your e-zine - and that’s not to mention your advertising. You could also make a good, substantial amount of money every week from the people that want to advertise to your customers in your e-zine.