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Table Of Contents

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1

Increase Your Advertisement's Believability - Through Testimonials!

Testimonials are why there may be thousands of dollars locked away in your file cabinet - AND YOU DON'T EVEN KNOW IT! People will believe your customers more than they will believe you. Believability is a key element in any ad. You have to make your ad as believable as possible, because this will decrease the prospect's skepticism and make them more open to buying what you offer.

One of the best ways to gain this believability is through testimonials. You have to aggressively go for testimonials, though. Offer customers free bonuses to gain their testimonials. Ask them questions. Get statements. Have them sign a release that gives you permission to use their name. Then, use them to your advantage to make your ads more believable - and more profitable.

‘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

'The man with insight enough to admit his limitations comes nearest to perfection.’

Johann von Goethe

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2

You May Know How To Operate A Business, But If You Don't Know Anything About Marketing, Chances Are You Will FAIL!

When compared with almost every other form of business in existence, it becomes clear that mail-order business is something very different. Many businesses fail because they don't understand the principles of marketing.

Once, we came across a magazine that is published for those who want to start their own business. In that magazine there was a list of sixteen steps that the reader was supposed to go through in order to start their own business.

But, out of the sixteen steps, not one step had anything to do with the customer. Everything dealt with items like buying a business, obtaining licenses, purchasing fixtures, taxes, and payroll. Not one step had anything to do with the customer. None of them stated anything about serving the customer or giving the customers what they wanted.

We feel that this is a major reason many businesses fail. Businesses need to utilize marketing in their strategies. Basically, marketing is made up of two things:

‘We succeed in enterprises which demand the positive qualities we possess, but we excel in those which can also make use of our defects.'

Alexis de Tocqueville

Too many people are thinking of security
instead of opportunity. They are more afraid
of life than death.’

James F. Byrnes

1. All the things you do to get prospects and customers to buy from you initially.

2. All the things you do to keep those customers coming back to do business with you.

Many businesses don't utilize marketing correctly, if they do at all. They don't understand their prospects, customers, and their market. This is why most businesses "really" fail. They don't understand how to attract customers and keep them.

Running a business - and understanding a business - are two DIFFERENT THINGS! And - the difference can mean

M-I-L-L-I-O-N-S in your pocket! Good marketing can put millions of dollars into your pocket.

All millionaires who are in business for themselves have a good knowledge of who their markets are, who the people they're serving are, how to serve them better than the competition, and how to get that message out to the best prospects.

Many times, these successful business people actually have others that handle the day-to-day, technical aspects of the business.

On the other hand, the business people focus on designing successful marketing that gets
6 the right people to buy initially and then keep buying afterwards.

‘It’s weak and despicable to go on wanting things and not trying to get them.'

Joanna Field

‘When it comes to betting on yourself. . . you’re a chicken-livered coward if you hesitate.’

B.C. Forbes.

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3

How You Could Make HUGE Amounts Of Money - Simply Through Giving Your Product Away For FREE!

If you are involved in a joint venture, you could have your partner send out cassette tapes that you put together describing your business, your concepts, your products, and whatever else you desire to tell them.

Essentially, you are having them send their customers free publicity items that will get those prospects interested in you and, hopefully, wanting to buy from you. This is how to make $1,000,000 giving your product away for FREE!

Give them a sample, a teaser, something they can use that is very limited. Let them know that you have more, though, and that they can get it from you. As a result of this, you can potentially increase your profits beyond your own customer base and bring in money from your partner's customer base. Many businesses have found this profitable, and some have made even millions of dollars. You have the same potential, as well!

Never worry so much about the cost of acquiring customers, because customers are money in the bank. Your philosophy toward your customers is the real secret of how to make 50 times more money from them.

‘A man must be able to cut a know, for everything cannot be untied.'

Henri Frederic Amiel

'Destiny is not a matter of chance, it is a matter of choice; it is not a thing to be waited for, it is a thing to be achieved.’

William Jennings Bryan

Many times people who don't take the larger view of things try to just run promotions where they make the most money right away - as instantaneously as possible. They don't realize that a good customer can potentially be worth huge amounts of money. Therefore, they don't have the attitude of investment.

It helps greatly to have the attitude of an investor. Investors realize that, although it will cost them a certain amount of money for now, that money is being spent to bring them more money over a longer period of time.

Always remember that good customers are just like money in the bank. Invest in good customers whenever you can! That way you can gain customers that won't just buy from you once, but they will keep buying from you. This will enable you to potentially make 50 times or more from your investment.

‘As for boredom. . .I notice that it leaves me as soon as I am doing something that has got to be done.'

Henri Frederic Amiel

'Destiny is not a matter of chance, it is a matter of choice; it is not a thing to be waited for, it is a thing to be achieved.’

William Jennings Bryan

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4

Don't Focus On Yourself If You Want To Get Rich - Focus On Your Customer Base!

Focusing on your customer base will help you make the right business decisions - that will make you a fortune! Do not focus on yourself, which is a mistake that many businesspeople make. They spend too much time thinking about themselves, their company, and their problems. They don't spend enough time thinking about the customers, their problems, and what they can offer those customers that will solve their problems.

The more a marketer tries to give customers what they really, really want, then the better their success is going to be.

All of your business decisions need to be centered around your customers, serving them, and giving them what they want.

In many cases, people in charge of marketing, especially with bigger companies, will make all sorts of suggestions as to the way the business should be run. Management will fight every decision that the marketing people come in with, though. Why? Management tends to think about themselves in general.

The right business decisions that will make you a fortune are generated around the customers. And when you're developing lead generation ads, you have to have an idea of who your customers are and what they really want.

‘Knowledge without courage is sterile.’

Baltasar Gracian

‘The secret of success in life is for a man to be ready for his opportunity when it comes.’

Benjamin Disraeli

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5

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.

'There if often less danger in the things we fear than in the things we desire.'

John Churton Collins

'Example is not the main thing in influencing others. It is the only things.'

Albert Schweitzer

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

'It’s the steady, constant driving to the goal for which you’re striving, not the speed with which you travel, that will make your victory sure.'

Anon.

'Great works are performed not by strength, but by perseverance.'

Samuel Johnson

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6

What Advantage Can Magazines Offer You That Newspapers Can't?

The big advantage that magazines have over newspapers is that magazines are usually saved and often passed on to someone else. Newspapers are usually read over once and then meet their destiny. Whether it is the bottom of a bird cage or the trash, no one else is probably going to get the chance to read that paper and discover your ad.

Old magazines, though, are a whole different story. You see old magazines at all kinds of places - the doctor's office, the Laundromat, the libraries, and all kinds of other places. If you think of how many people go into the Laundromat a day - and your magazine is left there for several months - hundreds of people may be reading your ad in that one magazine!

This is why magazines will make you three times more money than newspapers! A newspaper only reaches one reader once - but magazines keep popping up, read by different people. This gives them a much higher profit potential than newspapers.

An ad you might have run in a newspaper might have drawn one sale, but a magazine might attract more sales - up to three times, or even more! Magazines give you the advantage of having your unique selling proposition read repeatedly. Another advantage that magazines have over newspapers is their circulation area. Most magazines are circulated nationally, but most newspapers are very localized. Think of the increased number of people that you are reaching with a magazine that is distributed all over the United States, compared with a local paper.

‘Courage is doing what you’re afraid to do. There can be no courage unless you’re scared.’

Eddie Rickenbacker

‘Happiness hates the timid!’

Eugene O’Neill

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7

The Two Things You Need To Start Building Your Fortune With Catalog Houses!

There are two things you need to start making thousands of dollars a week with catalog houses. If you do these things, you increase your chances of making it into the catalog you want to be involved with by a huge margin. They are the things you can use to get in the door. Once you get into a good catalog with many regular customers, you can potentially make hundreds, thousands, or possibly even millions of dollars! Here are those two things:

1. A good imagination . . .

Albert Einstein once said that "imagination is more important than knowledge," and he was one of the smartest men alive. It takes a good imagination to see the things that others can't see. It takes a good imagination to come up with concepts others can't understand. Most people tend to be very "linear" in their thinking. In other words, they can't "see the whole picture." Having a good imagination is very helpful in being able to do this.

An entrepreneur is a person who doesn't read things at face value, or see it only for what it is at that moment. They are able to see what things can be. They do not suffer from "tunnel vision," and are able to see all sides and beyond what they're looking at. It is this finely tuned peripheral vision that allows them to see opportunity and see if they can make that opportunity a reality.

'Spontaneity is the quality of being able to do something just because you feel like it at the 20 r moment, of trusting our instincts, of taking yourself by surprise and snatching from the clutches of your well-organized routine a bit of unscheduled pleasure.'

Richard Iannelli

'All our reasoning ends in surrender to feeling.'

Judith Guest

2. . . . And a basic knowledge of what people want.

Knowing what it is that people really want is the fundamental key to all sales. Learning how to master the art of sales comes quite simply from realizing that people buy what they want or need to buy. They don't necessarily buy products or services, they buy the results - or their perception of the results - that they believe the products or services will give them. Knowing what people want and why they buy the things they buy is critically important when it comes to continuously being able to make sales.

The good mail-order catalogs are very similar to good direct response marketing advertisement copy. You have to be able to communicate to the catalog what product you want them to place in their catalog. You have to be able to tell them and/or show them what your product can do for their customers. You have to figure it out. Don't leave it to them to decipher.

'If fear is cultivated it will become stronger. If faith is cultivated it will achieve the mastery…faith is the stronger emotion because it is positive whereas fear is negative.'

John Paul Jones

'Action makes more fortunes than caution.'

Vauvenargues

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8

How To Increase Your Profits By 1,000% to 10,000%!

There is one proven effective way to immediately increase your profits. If you are not doing this simple thing, start doing it, and your profit will immediately increase. They could skyrocket!

What is this simple thing: Back-End Sales! That's it! As simple as it may seem. Many businesses skip this important step. They always try to get new customers, and they do a good job at it. But they forget about the customers once they order.

It doesn't matter what you are selling! You must come up with other related products and services to sell the people who initially buy from you. This simple step can increase your profits greatly.

You should always be on the lookout for related products that you can sell to your customers. Your business needs back-end profits in order to survive. There simply isn't enough business on the front-end to justify not having other back-end products and services.

Remember this important point, and you will be ahead of a lot of others in the business who think they are doing well without a back-end product or service. Take some time right now to write down some ideas you may have for back-end sales to your customers!

'As we learn we always change, and so our perception. This changed perception then becomesa new Teacher inside each of us.'

Hyemeyohsts Storm

'I learn by going where I have to go.'

Theodore Roethke

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9

Take The Time To Explain To The Editors Why You Feel Your Press Release Is Right For Their Publication!

An editor's biggest challenge is to pull out the news releases that offer the most to their readers. It is a good idea to specifically tell them in a cover letter why you think the news release about your product or service could work for their publication.

If you are aiming for big publications, make sure to write to them specifically. This will help you get into the publication because you've stated your case, plain and simple, thereby cutting down the amount of time the editor has to spend considering whether or not to make a story out of your press release. This is why an editor's biggest challenge can be your greatest opportunity to make thousands of easy dollars!

Develop the lists of the publications you want to try. Then work out a very simple plan of how to get your message to those publications on a regular basis.

'If you direct your whole thought to work itself, none of the things which invade eyes or ears will reach the mind.'

Quintilian

'So what do we do? Anything. Something. So long as we just don’t sit there. If we screw it up, start over. Try something else. If we wait until we’ve satisfied all the uncertainties, it may be too late.'

Lee Iacocca

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10

By Having These Three Things, Little Teeny, Tiny Ads Can Pay You HUGE RETURNS!

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

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

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

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

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

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

'Do not wait for ideal circumstances, nor the best opportunities; they will never come.'
Brendan Francis

'Not to decide is to decide.'

Harvey Cox

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11

Let Your Enthusiasm Help You Bring In The Sales!

You should start thinking about sales from day one. You can first develop the ad and then develop the book. When you've had hundreds or even thousands of people already send away for your informational product, thanks to your pre-publication promotion, you gain a strong, incredible incentive to get that project done. The same is true when it comes to advertising.

The time to really be creative with your advertising ideas is when you are first getting started and your enthusiasm is strong. Let that enthusiasm help you sell! Then, fulfill on the project by creating the informational product.

This method has the same advantage as the prepublication offer - it helps to motivate you to get finished. The advertisement development - which is the hard part - is already finished and over with.

Creating a title that's a headline for your book is a very smart thing to do. A headline implies a benefit. Remember, the only reason people buy informational products is for the benefits they provide. Therefore, if you start thinking about benefits from day one, you can potentially sell much more of your product.

'Enthusiasm can only be aroused by two things; first, an ideal which takes the imagination by storm, and second, a definite, intelligible plan for carrying that ideal into practice.'

Arnold Toynbee

'Without heroes, we are all plain people, and don’t know how far we can go.'

Bernard Malamud

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12

See Making Money As A Game - This Can Help You Win Success In The End!

Everything has to do with making money. You will start seeing money-making opportunities and ideas everywhere. One of the best things you can do is make it a game. This is a method of how you can focus completely on making money - AND GET RICH!

Make it a hobby. Develop your interest in making money. Start thinking about business. See how other companies are making money. Make a game out of it and focus on it. This will help you develop into a better marketer and a better businessperson. Soon you will start seeing evidence of people making money wherever you go!

When you look at a magazine, read all the advertisements. What's behind those advertisements? Stop and think about all the other companies that are making money by running those ads. Start asking yourself certain questions like, "I wonder how good business is for them?" or "I wonder how they got started?"

The more you think about this over time, the sooner you'll get rich. 32 Many people who are new in business do not have good ideas. They don't have any real experience in business. They don't really have a handle on what they're doing yet. It takes several years of being involved in business and operating in business before you really get good at it.

The more you focus in on it and devote a lot of thinking in that one area, your thinking will mature and develop - and you'll get rich eventually!

‘Find a need and fill it.’

Ruth Stafford Peale

‘Do it big or stay in bed.’

Larry Kelly

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13

12 Proven Ways To Get Rich In Direct-Response Marketing.

Just follow these 12 simple steps to achieve major success in Direct-Response Marketing:

1) Know who you are trying to reach with your unique selling position (U.S.P.).

2) Choose the right market for your selling message.
Make sure your product or service meets the interest and expectations of your target group.

3) Make sure your offer is targeted to the right people.
Pick your lists and media carefully.

4) Make your offer irresistible.
Fill it with self-interest benefits. be clear and direct in your copy. Let the receiver know what your U.S.P. is and how it will benefit him/her.

5) Make your offer sincere and believable.
Many people are skeptical when they receive a direct mailing, especially if they have never done business with you before. Sincere and believable copy will eliminate doubts and mistrust, and it will motivate a reader to place an order.

‘It’s never too late—in fiction or in life— to revise.’

Nancy Thayer

‘Any path is only a path, and there is no affront, to oneself or to others, in dropping it if that is what your heart tells you.’

Carlos Castaneda

6) Make sure your graphics fit your copy.
The right illustrations can enhance a mailing piece, but too many can cause a distraction, which means you'll lose sales. Your copy and graphics must be blended together to make the BIGGEST impact.

7) Plan your promotions.
Allow enough time to think ahead so that you have everything scheduled to run smoothly.

8) Check every detail of your promotion before it goes out, the printing, and the layout.
Is the order form complicated, too small to fill out, too hard to read? Small details count. Be picky.

9) Is your fulfillment department organized and ready to ship your products?

Make sure you ship fast. Super fast. Only sell good products and services to make sure your customers are happy.

'To get up each morning with the resolve to be happy. . . is to set our own conditions to the events of each day. To do this is to condition circumstances instead of being conditioned by them.'

Ralph Waldo Trine

'One never knows what each day is going to bring. The important thing is to be open and ready for it.'

Henry Moore

10) Include back-end offers with every order.
This is smart because it doesn't cost you any extra shipping charges to throw in any related types of offers you have. This is a good way to make money with your "marginal" products or services that can't normally turn a profit on their own.

11) Follow up with all of your customers.
Do repeated mailings to them. Build a relationship with them by letting them know you care about them. Remember, your customers represent your greatest potential source of repeat business. Your own customer list will RADICALLY out-pull other mailing lists on the market.

12) Test as many new things as you can.
Find out what makes you the BIGGEST PROFITS - and develop your own marketing system around those strategies. Keep this system fine-tuned, and you can get rich.

'Life is not lost by dying; life is lost minute by minute, day by day, in the entire thousand small, uncaring ways.'

Stephen Saint Vincent Benet

'Do not say, “It is morning,” and dismiss it with a name of yesterday. See it for the first time as a newborn child that has no name.'

Rabindranath Tagore

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14

Add One Small Thing To The Packages You Send Your Customers And Prospects - And Potentially Bring In Three Times More Money!

Customers are busy people. Advertising is a very intrusive thing that attempts to poke a hole in a person's train of thought and persuade them to do something. People have their own routines, their own lives, and their own problems. They don't care about you.

The only way people care about you is if they believe that you are looking out for their best interests and that you really have something of value to give them.

Return envelopes are a powerful thing because they make it easy for people to send away. Many times people mean to send away for what you have to offer, but their regular life interferes and they don't do it. Including a return envelope is one tiny thing you can do to instantly stop a lost sale!

Because of this you have to make it as easy as you can for these people to respond. A return envelope is one way to do this. You have to do everything possible to make it as easy for people to order, and a return envelope is a very powerful way of doing this.

This is how to add one small thing to everything you send to your prospects and customers - and make three times more money! That return envelope will make it easier for the prospects to respond.

‘All we need to make us really happy is something to be enthusiastic about.’

Charles Kingsley

‘Only passions, great passions, can elevate the soul to great things.’

Denis Diderot

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15

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.

'The good old days were never that good, believe me. The good new days are today, and better days are coming tomorrow. Our greatest songs are still unsung.'
Hubert H. Humphrey

'Living in the past is a dull and lonely business; looking back strains the neck muscles, causes us to bump into people not going your way.'

Edna Ferber

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!

‘The good old days are neither better nor worse than the ones we’re living through right now.’
Artie Shaw
‘Life is a succession of moments. To live each one is to succeed.’

Corita Kent

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16

Are You Walking Past A Fortune? YES!

Once you have reached an agreement to access another business's name list of customers and prospects, stop to realize just what it is you have accomplished.

That company has probably spent hundreds of thousands of dollars to build up its business. By making a deal for a share of the profits, you have leveraged many years of experience, and tens of thousands, if not hundreds of thousands, of dollars of someone else's capital expenditures.

Of course, it is not all one sided. The other company has done some leveraging also. It will get a part of the profits, although you should get the lion's share. You both make instant profits, but it does not have to end there!

You can repeat your sales efforts two, three, or four times a year. If you could get ten, 15, 20, or more of these ventures started, you could make an incredible amount of money, not to mention the money saved in marketing and advertising expenses it would take to access millions of names.

‘No one can sincerely try to help another without helping himself.’

Charles Dudley Warner

‘Envy and fear are the only passions to which no pleasure is attached.’

John Churton Collins

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17

Which Kind Of Direct-Response Ad Will Make You The Most Money?

Generally speaking, there are two forms of mail-order ads. One makes a complete sale. The other arouses a person's curiosity to the extent that he/she writes for more information.

This is called the "two-step" sales method, and it is the type of direct response ad that will make you the most money. It brings in the largest amount of qualified prospects, which you convert into sales. This way you are able to make the most money because you have separated out the prospects that are the most willing to buy what you have to offer, and you don't waste money on those who possibly wouldn't buy it anyway.

The "complete" sale is dependent on the mailing piece that follows. The advantage of making one-step sales is that they save time, effort, and any follow-up expenses.

However, a one-step sale also requires more ad space than an inquiry ad, and consequently it will cost more. Why is more space needed? Because it takes a lot of copy to convince a person to send money for a product he/she cannot see, and to a firm he/she has never done business with. Unless the value and benefit of an item is self-evident, 48 you must have adequate space to describe an offer to the satisfaction of a customer.

On the other hand, if you are just seeking inquiries for more information, then a great headline and some well-chosen words will stimulate curiosity and responses.

'It is nonsense to say there is not enough time to be fully informed. . .Time given to thought is the greatest timesaver of all.'

Norman Cousins

'Nothing is easier than self-deceit.'

Demosthenes

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18

How To Start Your Own Million-Dollar Business From Home.

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

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

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

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

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

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

'Yesterday I lived, today I suffer, tomorrow I die; but I still think fondly, today and tomorrow, of yesterday.'

Gotthold Ephraim Lessing

'Yesterday is a cancelled check. Tomorrow is a promissory note. Today is cash in hand. Spend It!'

John W. Newbern

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19

There Are 3 Things You Must Have In Your News Release To Make Millions Of Dollars!

Readers want;

1. Interesting,
2. Factual,
3. Useful information.

And that is what you must present to them in your press release. Yes, of course you are selling the main benefits to the prospect. But the whole project should be geared towards helping people.

You have to write press releases that are interesting to the readers, factual in nature, and supply the readers with useful information. This makes the readers want to read it.

The power is in the fact that the reader believes that a story telling about a great new product is just a service to them that the magazine is offering. People don't realize that whenever the magazine writes stories about products, services, and companies in the marketplace that may interest their readers, the story almost always simply started out as a press release the company sent to the magazine.

Everything centers around your attempts to try to serve people and show people how the product or service will improve or greatly benefit their lives somehow. These are the things that really interest people.

Everybody's looking - Everybody desires - products and services that are going to improve their life at some level somehow. You should do your homework and find out how it's done. Then, help the editor and the writers of the magazine to see all of the benefits easily.

Implementing these three things in your press release requires you to do some homework. It never happens by accident. You have to work at it and do the best job of it that you can in order to ensure that you have given yourself the highest chances of success.

'Today is the blocks with which we build.'

Henry Wadsworth Longfellow

'When shall we live if not now?'

M.F.K. Fisher

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20

Feature Easy Payment Plans In Your Ad - And Potentially Bring In More Cash Than Ever Before!

Installment-plan offers generate more sales than would otherwise be made. Many successful direct-response-marketing ads have featured the easy-payment appeal in their headlines.

Here are six things you can use in your ads to make it super easy for your customers to spend their money with you!!

Remember, though, you are trying to find ways to lower people's barriers and get them to trust you and what you say. These are six good examples that have been used successfully by many companies - including us!:

1. First payment due in 30 days!
2. Only 3 payments of $49!
3. Send no money... We'll bill you later!
4. Your credit is pre-approved!
5. Use your Visa/MasterCard!
6. We'll send it C.O.D.

'Good habits, which bring our lower passions and appetites under automatic control, leave our natures free to explore the larger experiences of life.'

Ralph W. Sockman, D.D.

'Motivation is what gets you started. Habit is what keeps you going.'

Jim Ryuh

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21

Two Things You Can Do To Grab Your Prospects' Attention And Get Them Started Doing Business With You!

Advertising results take time. Continuous advertising often achieves more if it appears in one magazine monthly, rather than in several magazines one time only. If you . . .

1. Attract the readers' attention and . . .

2. Show them without outlandish claims or promises, how they can benefit by buying your book.

They will likely respond to your ad - and make you a fortune!

These are the things that will, first, grab that prospect and, second, get them to accept an initial offer from you.

'I care not what others think of what I do, but I care very much about what I think of what I do. That is character!'

Theodore Roosevelt

'The trouble about man is twofold. He cannot learn truths, which are too complicated; he forgets truths which are too simple.'

Dame Rebecca West

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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.

'Sometimes I have believed as many as six impossible things before breakfast.'

Lewis Carroll
'Day’s sweetest moments are at dawn.'

Ella Wheeler Wilcox

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23

The Most Power-Packed Word In The Dictionary. Use It - And You Will Make Money!

This one doesn't take much to figure out! The word is... FREE! Use it and you could soon be rich! People love to get something for nothing. Even though they know that nothing really is free, it still makes them feel like they are getting a good deal!

The key for you is to find something that has a high-perceived value that you can give away for free that doesn't actually cost you very much. If you can do this, your customers will be happy and you will be smiling all the way to the bank!

'The harder the conflict, the more glorious the triumph. What we obtain too cheap, we esteem too lightly; ‘tis dearness only that give everything it’s value.'

Thomas Paine

'When we begin to take our failures non-seriously, it means we are ceasing to be afraid of them. It is of immense importance to learn to laugh at ourselves.'

Katherine Mansfield

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24

Where Will Your Biggest P-R-O-F-I-T-S Come From?

The answer is - through the selling of related products and services! Repeat sales from your established customers will always make you the most in profits.

Remember, if you start a promotion aimed to bring in new customers without focusing on selling to the old customers you are starting over from the beginning again. But, if you keep money coming in from those old customers, you keep a profit foundation coming in.

Look at it this way - your back-end sales are the foundation of your building, and your front-end sales are the extensions, the growth, and the expansion of this building. With back-end and repeat sales, you can keep your profits growing and growing!

'Have a variety of interests. . . These interests relax the mind and lessen tension on the nervous system. People with many interests live, not only longest, but happiest.'

George Matthew Allen

'I don’t think that. . . one gets a flash of happiness once, and never again; it is there within you, and it will come as certainly as death.'

Isak Dinesen

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25

How To Double Your Creative Powers Within 30 Days!

Sit down for 1 hour everyday and ask yourself these questions:

1) How can I sell more of my product and service?

2) What new ideas can I add to what I'm doing now?

3) Which of these 117 Get-rich strategies can I use now?

Write down as many answers as you can while asking these questions. Then, review your list once a week. Save your best answers and find ways to use them. You'll be amazed at the number of ideas you will get in a 30 day period. Just one of these ideas (or a combination of them) could make you rich.

'One is happy as a result of one’s own efforts—once one knows the necessary ingredients of happiness—simple tastes, a certain degree of courage, self- denial to a point, love of work, and, above all, a clear conscience.'

George Sand

'The grand essentials to happiness in this life are something to do, something to love and something to hope for.'

Joseph Addison

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26

What Is The Most Powerful, Most Profitable Mailing List You Could Ever Hope To Use?

The best mailing list you can use is the list of names and addresses of people who have bought from you before. Your mailing list gives you the names and addresses of prospects that are perfectly in tune with what you are trying to sell, and who have bought from you in the past, which shows that they trust you to a degree. This is why the right mailing list can make you the easiest money in the world!

If you are utilizing your own mailing list, then you have an added plus: these are people who have bought from you before. Therefore, this list has the people who know you. They trust you if they liked what they bought from you before. A relationship between you and these customers has already been established.

There is a lot of potential power in these kinds of lists. As long as those customers have the money to buy what you are offering and your products keep those customers happy, you can potentially make a lot of money.

'When I feel difficulty coming on, I switch to another book I’m writing. When I get back to the problem, my unconscious has solved it.'

Isaac Asimov

'None of us can be free of conflict and woe. Even the greatest men have had to accept disappointments as their daily bread.'

Bernard M. Baruch

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27

Show The Catalog House How You Are Able To Work Out A Situation Where You Both Win!

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

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

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

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

Therefore, you have to show them that you can give them what they really want. You have to show them how your product can make them money. Give them the reasons they 68 should include your offer in their catalog. Catalog companies are always in search of hot, new products that will make them money, and that's an important reason why catalog houses will PUSH YOURS LIKE CRAZY!!

'One must lose one’s life in order to find it.'

Anne Morrow Lindbergh

'Reason, with most people, means their own opinions.'

William Hazlitt

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28

Here Are Eight Things You Can Do To Pull In More Orders!

Your order form is going to be what people see at the very end before they make the final decision on whether or not to buy your product or service. Following are some things you can 69 do to make your order form more appealing, which will lead to more sales!

1) Give your prospect plenty of room.
Don't make your order form like a coupon. Generally, a mail-order order form will be a full page, so give them plenty of room to write.

2) Use good paper stock.
Make sure you use paper that will not allow the ink to bleed. Make sure the customer's information is always going to be readable.

3) Use a separate form.
Studies have shown that a separate order from will out-pull an attached order form. So, try to have a separate order form for them to fill out.

'I get satisfaction of three kinds. One is creating something, one is being paid for it and one is the feeling that I haven’t just been sitting on my rear all afternoon.'

William F. Buckley

'Perfection does not exist. To understand this is the triumph of human intelligence; to expect to possess it is the most dangerous kind of madness.'

Alfred de Muset

4) Make the layout attractive.
Make people want to look at your order form, but don't overdo it. Don't put a lot of artwork on the order form. That will take away from the purpose of the order from, which is to get them to fill it out and mail it to you with their payment!

5) Include a brief recap.
Because you have plenty of room, you should always restate your offer to them and encourage them to fill the order form out right then and there.

6) State your offer boldly.
The U.S. Postal Authorities will be all over your case if you appear to be hiding something in the fine print. Make sure your offer and any restrictions or rules are stated clearly.

7) Use Light Colors.
Your print may not show up clearly if you do not put it on lighter colors. Sometimes dark colors hide print. So, be sure to use either pastels or just plain white paper.

8) Make it easy.
This covers everything. You must make it easy for the customer to order. If you can take phone orders, put your phone number on the order form. If you have a fax for orders, put that number on the order form. If you want them to mail the order, it would be best if you included a postage paid envelope. In general, the easier it is for them to order, the more likely they will be to order from you.

All these things together will help make your order form pull more sales for you! Make sure your order form is easy to read and easy to use. It can make or break your sales success!

'Time is the most valuable thing a man can spend.'

Theophrastus

'Those who cannot remember the past are condemned to repeat it.'

George Santayana

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29

Newspaper And Magazine Editors Will Help You Get Rich!

FREE PUBLICITY can help you get rich. Newspaper and magazine editors must have new stories for their readers. You can create a powerful story to dramatize your product, service, or company. Send out good publicity packages to these people. Make it easy for them to write about your product or service. The stories they print could work better than any advertising you can buy.

We know of one man who reportedly made $3,000,000 from an article in a national magazine. He simply sent a press release about his book to a big national magazine and they wrote the article. At the end of the article they told their readers where to get his book. (It was a small book on how to stretch your paycheck.) Checks and money orders for around three million dollars flooded his office!

'Never give in! Never give in! Never, never, never, never. . . In nothing great or small, large or petty, never give in except to convictions or honor and good sense!'

Sir Winston Churchill

‘Despite the success cult, men are most deeply moved not by the reaching of the goal, but by the grandness of effort involved in getting there—or failing to get there.’

Max Lerner

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30

How To Get Ten Times More Money From Every Ad You Run!

Here are the simple steps we use to create our own million-dollar ads and sales letters.

1) Use Direct-Response Marketing. Each ad or sales letter must ask your prospect or customer for their order, or try to get them to take some kind of action.

2) Track all your results carefully. This will tell you exactly what's making the most money.

3) Create a checklist of the most important things every ad or sales letter must have. Check your sales material against this list.

4) Test carefully. Only roll out with the winners.

5) Match each sales message to the right market. And make your reader an irresistible offer.

6) Expand your knowledge of the market you are serving.

These are the same steps we've used to make a fortune. They have the potential to work just as well for you. You can make up to TEN TIMES MORE MONEY from every ad you run by following these simple steps.

'Men’s best successes come after their disappointments.'

Henry Ward Beecher

'The grass must bend when the wind blows across it.'

Confucius

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31

Why Will Customer Satisfaction Make You Rich?

Satisfied customers are customers that will be willing to buy from you repeatedly. Every time they buy from you, you make more profit. There is an initial investment in getting prospects to do business with you the first time. Every time you resell to that customer, you are paying off that initial investment.

There is a cost to acquiring customers. But, if you make those customers happy, you can sell to them again and again - and keep stacking the profits up as you gain more and more customers and make them repeat customers. And, as your back-end sales keep growing, you keep making more money.

Customer satisfaction does not come on its own accord. It has to be earned. Here are two things you need to make huge profits! To make huge profits you must offer:

1. Services,

2. Benefits . . .

. . . that make customers want to come back. You have to sell them something that has real value that makes people feel good about their purchase.

'One principal reason why men are so often useless is that they neglect their own profession or calling, and divide and shift their attention among a multitude of objects and pursuits.'

Nathaniel Emmons

'Continuity of purpose is one of the most essential ingredients of happiness in the long run, and for most men this comes chiefly through their work.'

G.D. Boardman

List your satisfied customers, and do not be afraid to ask for their repeat business. They will consider it a compliment, especially if you offer them a discount or something free as a token of your appreciation.

Also, do not hesitate to ask for testimonials from established customers that you can use in ads, brochures, circulars, and sales letters. Using customer testimonials is a proven way that your customers can make you nineteen times more money! Ask for signed testimonials. Be sure to include a self-addressed, stamped envelope.

Sales material that included testimonials from other happy, satisfied customers has been shown time and time again to produce up to nineteen times more money - instantly! Tests have been run where they pit sales material with testimonials against sales material without testimonials. And, when the results get back in, the testimonials always make more money - sometimes as high as nineteen times more - or higher.

'When one door closes, another opens. But we often look so long and so regretfully upon the closed door that we do not see the one which has opened for us.'

Helen Keller

'Opportunity is missed by most people because it is dressed in overalls, and looks like work.'

Thomas A. Edison

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32

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.

'Luck affects everything. Let your hook be always cast. In the stream where you least expect it, there will be a fish'

Ovid

'Opportunities multiply as they are seized; they die when neglected. Life is a long line of opportunities.'

John Wicker

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33

The Golden Rule Of Marketing!

The Golden Rule of marketing is just like THE golden rule: Do unto others as you would have them do unto you! It is usually best to market a product that you yourself feel comfortable with. If you wouldn't buy it, why should other people?

You should always feel good about your direct-mail packages before you send them out. You must keep in mind that people who receive your direct-mail packages don't already know you, like you, or trust you. You are at a major disadvantage. You must prove to them, through your advertising, that you are a firm believer in what you are selling them - regardless of what it is!

There is another advantage of using the golden rule of marketing. That is, if you are excited about your product, it will make it easier for you to sell your product to other people. It is hard to get other people excited about a product that you are not interested in. It can be done, but not very easily.

So, when you are thinking about putting together your next direct-mail piece, try to use the golden rule. If you don't like it, if you wouldn't buy it - how do you expect anyone else to?

'If we could learn how to balance rest against effort, calmness against strain, quiet against turmoil, we would assure ourselves of joy in living and psychological health for life.'

Josephine Rathbone

'Having a goal is a state of happiness.'

E.J. Bartek

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34

Three Ways To Get Money-Making Ideas That Could Bring You Thousands And Thousands Of Dollars!

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."

tem 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.

'To be on the alert is to live; to be lulled into security is to die.'

Oscar Wilde

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35

How To Increase Your Profits By Up To 1,000%!

Develop a line of products for back-end sales. Back-end sales are the key to increasing your profits. These are the sales you attempt to make to your customers after the first time they buy from you. You can make up to 1,000 percent more profit by re-selling to your customers again and again:

1) Your customers represent a smaller group of people. This means the cost to mail to them is lower.

2) They already trust you. This means that a larger percentage of them will respond to your back-end offers.

Re-selling to customers is the single greatest strategy we've used to make millions of dollars in profits. Look for products and services that are closely related with the item you initially sold to your customers the first time. The closer this "relationship" is, the more profits you can potentially earn.

'The habit of being uniformly considerate toward others will bring increased happiness to you.'

Grenville Kleiser

'If all our happiness is bound up entirely in our personal circumstances, it is difficult not to demand of life more than it has to give.'

Bertrand Russell

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36

How To Easily Make Your Ads 100% Credible In The Eyes Of Your Prospects!

There is one easy way that you can make your ads more credible in the eyes of your customers. You must use facts. Facts make your ads believable.

Too many companies fill their ads with a lot of hype, but they never back the hype up with facts. Facts are believable. Sure, benefits are great, but facts are the proof that people need before they will send you their hard-earned money!

Your customer knows that you are trying to sell them something. They are not stupid. They expect you to overstate the benefits they will receive from your product. But, facts are a different story! People rarely question facts. It is harder to overstate a fact, and that makes your ad more believable to the prospect.

So, next time you write an ad, include the benefits, but make sure you include lots of facts as back-up evidence that what you say is true! You will soon see your response start to rise!

'Few rich men own their own property. Their property owns them.'

Robert G. Ingersoll

'We can not write as we want, but as we can.'

W. Somerset Maugham

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37

How To Run Your Ads For Dirt-Cheap Prices - And Make A Small Fortune!

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

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

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

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

'Every man is free to rise as far as he’s able or willing, but the degree to which he thinks determines the degree to which he’ll rise.'

Ayn Rand

'Fear makes strangers of people who should be friends.'

Shirley MacLaine

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38

What Defines The Perfect Mail-Order Product?

The PERFECT mail-order product that can make you financially independent for life must be something unique that people can't get anywhere else. It must be compelling enough to make people want to send you their money through the mail. It must be compelling enough to get people captivated with the product and make them feel that they can buy it sight unseen.

The ideal products for mail order are those that cannot ordinarily be purchased in retail stores, they must serve an actual or perceived purpose, they must offer self-interest benefits, and they must be affordable by the average buyer.

Presentation is the key. You have to show your prospects that your product can give them a really important benefit that they honestly want. It has to capture their interest and compel them to buy it. You have to keep looking, keep coming up with new ideas, keep expanding and improving the ideas that have worked.

'Uncertainty and mystery are energies of life. Don’t let them scare you unduly, for they keep boredom at bay and spark creativity.'

R.I. Fitzhenry

'Security depends not so much upon how much you have, as upon how much you can do without.'

Joseph Wood Krutch

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