By having a real knowledge of what your product or service does for your specific market and being able to offer them the most of what they want, you can add a “power punch” to your headlines that will get your readers to do what you want them to do!

What’s the biggest benefit that prospects and customers will get if they accept your offer? What’s the biggest thing that the customers and prospects want?

For instance, if you were to have a product that was designed to relieve the pain and suffering of people with arthritis, your headline could be “End Your Pain NOW!”

A strong power punch like this headline will get more prospects to stop, read your sales message, and decide whether or not you have something that they really want and can use. It’s simple, but it requires much thought about the customers your product or service is designed for.

If you have marketed your advertising correctly, though, and have your arthritis remedy ad placed in a publication that is often read by many people suffering with arthritis pain, your power punch will be at its most effective - and most profitable.

The one secret that you must know to make the most money with your tiny, inexpensive ad is to attract the largest number of qualified prospects. It’s very important that you single out and focus on the type of person that you most want.

What you really want to do is get as many people as possible to respond to your offer. Many factors are involved in doing this, including the right copy, layout, typesetting, and appearance.

Then, you turn the inquiries into as many sales as you can. Then you earn as much profit as you can through repeat sales to these people with similar products and services.

The classified ad will pull in the prospects. Once a prospect has responded to your ad, they have qualified themselves. Now, it’s just a matter of going back to them with other products and services and finding out whether they will accept them as well!

People read newspapers, magazines, newsletters, reports, etc., because they tell a story. Therefore, you can attract more readers with story-type headlines. This is a simple trick you can use to make your ad fun and enjoyable to read.

By telling a story you make people want to read your ad. It compels them to read it. Here are some examples:

1. How I trained at home for a money-making career.

2. I made $38,000 in the first 3 months.

3. They laughed when I told them I was starting my own business.

4. Last year I was broke-but look at me now!

5. I made $4,800 on my first try!

“Preparation” can be your key to making BIG BUCKS! You have to know who you’re trying to reach.

1) You have to know what your specific market wants and needs.

Your market has wants and needs - problems they want a solution for, things that they’d like that currently aren’t available, things that are better than what they have now.

2) You have to know what gets them excited.

Once again, the key is in knowing what your market wants and needs. But in order to best relate to your prospects what you have to offer them and how great it is, it is important that you learn how to do so from THEIR perspective.

This doesn’t mean you write your ad as if you were them. Rather, it means that you should be able to write your ad as if you were an insider in their market, someone involved in the market, who has come up with something great to share with the rest of the market.

Learn as much about your market and your prospects as you can. What do they do? What processes do they engage in? Does the market have specialized language - words, phrases, and such that are used exclusively in that market?

Once you have in-depth knowledge of your market, you will be able to write ads that are very appealing, and your offers will be even more attractive and exciting than ever before!

3) You have to know what kinds of products and services they buy.

Your market will tend to accept certain kinds of products and services more than others. It is important for you to know what kinds of products are hot in your market and which ones aren’t. That way, you’ll be able to develop products and services that are more likely to succeed and avoid those that aren’t.

If you prepare your offers and ads first by using this information, you will be able to grab your prospects’ attention and interest easier. Consequently, you’ll reap bigger sales.

When you write your copy, always use the “They have a problem, you have the solution” approach. Why? Because you can make money from people’s problems!

Most products or services solve some sort of problem for the people who buy it. The most successful products and services solve big problems that certain people and certain markets have.

Try to think about the problem from their point of view. Put yourself in their shoes. Feel what they feel. The more you’re able to do this, the more you’re able to get in touch with their problems. Then you can offer your product or service as the solution. When you’ve successfully seen the situation from their point of view, your copy can become much more intimate to the readers because you’re speaking their language.

Here are three quick ways to find creative ideas that can make you rich:

(1) Study the ads, products, services, and promotional materials other people are using to make money.

(2) Write down their best ideas.

(3) Experiment with different ways you can use these ideas in your own promotions.

The ideas other people are using to make money can make you money, too. Use their proven ideas to get rich.

You can make a fortune by picking up businesses from old owners who didn’t know anything about MARKETING! Many businesses close down because the owners had no idea how to properly utilize marketing.

Many business owners don’t have a handle on marketing. They are caught up in the day-to-day routine. Instead of owning a business, they own a job.

The people who make a lot of money in business do not see their business as something they work in. They see is as something they work on. This gives them the correct perspective they need to really see the overall picture and do something about it.

The business owners that fail, though, don’t do this. They get so lost in the day-to-day grind that they don’t see the overall picture. They don’t see a few months, a few years down the road. They see today and, possibly, the following day. They don’t worry about who their customers are and what those customers want. They don’t design the best offers for those customers. Instead, they’re busy doing the little things.

The people you want as your silent partner are people who have money. They want to invest and get a better return than they normally get. Find those people; if you turn that company around, you will both get what you wanted C your partner will get more money, and you’ll have a successful business!

Those silent partners who have a lot of money they can put into your business are the silent partners that can help you raise hundreds of thousands of dollars!

It’s simple business. You’ve got something they want, and they’ve got something you want. As long as you control the business successfully and they keep investing in you, you pay them the interest due to them. They really won’t have much say in how the business is run, and, odds are, they really won’t care just as long as they’re getting their end of the bargain fulfilled.

Also, don’t forget to work with a good accountant, because a good accountant can help you put those things together. If you work with a good accountant, the legal issues can get covered in a way that is satisfactory to both parties - you and your silent partner.

You have to know the business aspect of it. You have to have a good plan for turning it around, and you have to be able to show them that you have a good plan. You have to be able to show solid reasons why the business was missing out and why you can change all of that. If you can make a strong presentation, it will be much easier for you to attain that silent partner’s confidence.

Your desire to make huge amounts of money is the first step to riches. Now turn this into huge amounts of cash. Just follow these five steps:

1) Pick an area that excites and interests you greatly.

2) Find people and companies who are serving this market.

3) Study the ways they are making money.

4) Find or develop products and services that can help the people in this market get something they really want.

5) Constantly stay in touch with your customers. Let them know they’re important. Give them more of what they want.

Remember, the secret to getting rich is to re-sell enough products or services, at enough profit, to enough people. The steps above help you do this.

Some mail-order firms continually search for, and rely on, distress merchandise that can be offered at bargain prices. The purchasing of distressed merchandise is one secret that some entrepreneurs use to get super quality merchandise at 5 cents to 10 cents on the dollar!

Many companies buy up inventories of other companies. They will spend hundreds, thousands, sometimes even millions of dollars buying up these inventories. Then, they sell it out to other companies a piece at a time for a significant markup.

A smart entrepreneur can buy this extra or liquidated produce for virtual pocket change per unit. The price to the entrepreneur can be as low as 20, 15, 10, sometimes even 5 cents on the dollar!

If this opportunity sounds attractive to you but you’re not sure how to contact these liquidation firms, rest assured that they are out there. But it may take some effort on your part to find them. Do some research, make some calls, check some phone books. . . . Eventually you’ll come across them.

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

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

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

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

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

Get credit on the ads you run and all your printed sales material. This is the smart way you can make money starting with zero. It may take a little time and work to put this together, but it can be done. We started our empire with around $300 for our first ad. All of our initial sales material was printed on credit. And we built our business from the profits that were generated from our first ad.

Here’s a tip you can use: Develop your first promotion around something that’s selling extremely well for other people. This gives you the best chance to make a fast profit on your first ad. Use that profit to pay back your creditors and run more ads.

People are responsive to anything that will offer comfort in their life. People work hard to make ends meet, and they justifiably feel they deserve a little relaxation and luxury occasionally.

It may be self-indulgent, but people really do deserve relief, such as comfort and leisure. It may be a little more play, a hobby, some travel, or other leisurely things they have given some thought.

People do not pity themselves, but they sometimes wonder how people who are not as capable or industrious, somehow seem to have more comforts, more conveniences, and more freedom from many of the worries they have. So why shouldn’t they get a little comfort and leisure time occasionally? (Can you provide a solution to this problem?)

Using the right words and phrases in your sales messages is the secret you can use in every ad that will make people BUY YOUR PRODUCT OR SERVICE! You have to tell the reader how your product is going to benefit them. It’s the words or phrases that you use that compel people to buy.

Writing advertising copy is a craft, just like, for example, carpentry. The difference is, your tools aren’t hammers, drills, saws, or screwdrivers. In ad copy writing the tools are the words and phrases you use.

The carpenter’s main goal is to create a new object from raw materials, while the ad copy writer’s job is to use the tools of words to bring them money. You have to have the best tools possible to do the best job possible. When you’re a copywriter, the better the tools you use, the more money you can potentially make.

Advertising is a battle to capture your prospects’ attention that will lead them to place an order. It all begins with your headline. It must create interest, influence feelings, and offer benefits to the prospect who is reading it. This is the most important copy you’ll write. Here are a few simple tips for writing million-dollar headlines:

(1) Pick out the biggest benefits your product or service offers.

(2) Write headlines that clearly show your prospects or customers the main things your product or service can do for them.

(3) Study the successful headlines that other people have used in the past or are using now. Collect them. Find ways to use the best of these ideas in your own headlines.

These are the headline secrets that have helped us get rich. They can work for you, too. Good headlines can make you rich because they: A) Get your prospects’ attention, and B) Get them interested enough to read your sales material. These two things can lead them to becoming good customers for years. Remember, that’s the real secret to getting rich. There’s no substitute.

Profits are the most important thing to your business. This is the money you can use to buy all the things you want: Beautiful homes, cars, boats, vacations, etc. So learning how to make profits is very important. And guess what? IT’S SIMPLE TO MAKE PROFITS. Just remember: Profits come from re-selling to your customers. That’s it! Follow these three steps:

(1) Make continual new offers to your customers.

(2) Make all of these offers as irresistible as you can.

(3) Take the most profitable of these promotions and offer them to new customers who have never done business with your company.

This little profit secret has brought in as much as $100,000.00 and more in daily sales for our small company. You can use it to automatically increase your profits, too.

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!

Ambition is half of what it takes to make it in direct-response marketing. Knowledge is the other half. If you are already ambitious, you already have half of what it takes to be successful in direct-response marketing.

The ambition has to be there, though. Nobody just goes out, gets rich, and stays rich totally by accident. If someone does go out and instantly make money, then they usually end up losing it as fast as they make it.

The people who get rich do so for a reason. They start out with ambition, believing that it’s possible. They start out with a fire inside of them.

Since you have this manual in your hands, you have answered for your ambition. If you didn’t have ambition, why would you be holding and reading this manual now? You already have half of what it takes to make your fortune!

Now take your ambition and add it to the other half of the equation - knowledge - and get out there and work at making your fortune!

One of the best benefits of having a direct-response marketing company is the fact that nobody but you has to know how big your company really is. You’re advertising in publications, and you’re using direct mail. In those mediums, you do not deal with many, if any, walk-in customers.

Our company has served over 250,000 customers, not counting the seminars we’ve had for our customers. Out of 250,000 customers, only about 1,000 people have actually physically walked into our main place of business on their own.

Nobody, except someone who actually walks in to your main place of business, actually has to know how big your company really is. People can think you’re a giant company simply from how you present yourself in your ads and sales material. These ads and sales materials are the only things people have to judge you by! This is how to make your customers and prospects think that you have a much bigger company than you actually do!

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

1. Does your product offer an advantage?

2. Does it fill a basic human need?

3. Will your product sell year round?

4. Is it readily available in retail stores? If so, find a different product.

5. Has the market been saturated with the same product you want to sell?

6. Will your suppliers be able to provide fast service?

7. Can your product be mailed easily and inexpensively?

8. Have you developed back-end offers?

9. Will the product you are selling be available to you exclusively?

10. Will the product be available from the manufacturer for the long term?

11. Will your profit margin be adequate?

12. Will your product stand up well in mail handling?

13. Can you reproduce or manufacture the product yourself?

14. Can your product be reproduced inexpensively?

Creating distinctive ads that are different and stand apart from your competitions’ ads is the one thing you can do to get MAXIMUM INQUIRIES from all of your ads C and end up making seven times more sales! The more it stands out and the better the benefits are, the more potential money you can make!

“Distinctive” means that it must be unique in design, size, and copy, so that a reader is drawn into the copy with a desire to know more. This is accomplished by concentrating on a benefit-packed and different sales proposition.

Remember, your ad should be benefit-packed, but YOU’RE NOT TRYING TO ATTRACT EVERYBODY. One phrase that we like to tell people is that if you’re trying to attract everybody, you don’t have anything to offer anyone.

Most readers look for facts and information that will fulfill their own self-interest.

Remember those five magic words that prospects and customers are thinking when they read your ad: “WHAT’S IN IT FOR ME?” That’s the only thing people really care about. The ad has to be totally centered around the idea of giving them something they really want. The more that you’re able to do that, your ad will be stronger and more believable.

In the good markets where people have insatiable desires for certain products and services and habitually buy them, there is a lot of competition and everyone is making promises. The better the market, the more promises you will find. Everyone is trying to outdo each other. In these markets you have to be even better honed. You have to give them more.

Catering to the self-interest of the prospects and customers is the key. The more you’re able to make them believe you, the more money you can potentially make. And, if you hit the right headline, you can make millions!

Why does a news release make money? A news release is nothing more than just a write-up of your product or service with a picture, preferably, if it is a product. It is very similar to a sales letter. Its purpose is to show the editor of the publication all of the things that your product or service can do for their readers.

Editors are always looking for something that is of interest to their readers. That’s why they will give you this free publicity. The magazine’s life or death depends on whether or not they can find material that will interest their readers.

If you have a product or service that really would be of interest to the magazine’s readers, you are actually doing the editor a big favor. Why will hundreds of magazines and newspapers give you THOUSANDS OF DOLLARS WORTH OF TOTALLY FREE ADVERTISING? Read the first sentence of this paragraph again - THAT’S THE ANSWER!

Whether the medium is a publication, radio show, or TV talk show, the same principle applies. The people in charge are looking for things that interest those who read, listen to, or watch the media they produce. If you show them how your product or service will interest and help the people who are in their market, they will be much more open to giving you an endorsement or write-up. It is a win-win situation.

Your news release must be interesting and have news value. It must somehow be perceived as being useful and benefiting to the readers. That means presenting all of the factual benefits and advantages that your product has to offer.

Before you can begin to write a news release with the skill of a seasoned newspaper reporter, you will have to learn the differences in approach and style that differentiate ads from news releases.

The secret to getting free publicity is to make it as easy as possible for the editor so they don’t have to work on it much - if any - themselves. Do the ad writing for them. Give them all the ideas of what to write about.

People are busy. People are lazy. If you have already come up with some great advertising ideas to sell your product or service, give the editor the ideas.

All of the concepts of free publicity are currently being used right now. There are large, multi-million dollar advertising agencies and publicity agents that specialize in using these concepts. Every time you open a magazine and see write-ups about some company’s product or service, that means someone sent that publication a news release.

Magazine editors have to sell magazines. That’s their job. And, in order to sell magazines, they have to give their readers what they want. This is why magazine editors will give you thousands of dollars worth of free advertising.

You have to be able to supply that editor with what he or she is looking for that will satisfy the readers.

The best way for you to give the editor what his or her readers want is to give them something that will interest their readers, and tell them why it will interest their readers.

A review package can make you hundreds of thousands of Dollars! One of our clients is currently developing a book that shows people how to save money when they’re Christmas shopping. He gives them ideas they can use to save half on all of their Christmas expenses.

Everybody that teaches self-publishing will tell you that there are two things in general that people are interested in:

1. They all want to save money,

2. They all want to make money.

A book about saving money during Christmas time could become very popular, especially around Christmas. This is also something that editors know their audience would be very interested in.

Our client could send his press release to different publications and tell those editors what he has to offer his readers. Judging by the popularity of the topic the book covers, they could potentially make hundreds of thousands of dollars!

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

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

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

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

The most highly recommended books to wholesale teach “How to Make Money.” Millions of people are interested in starting their own business, and millions more are just interested in increasing profits in their established businesses.

If you can show your customers how they can do the one magic thing that they really want C then you can “write your own check!” That one magic thing that people want is a legitimate, solid, proven, no-risk way to make more money. If you can convince your market that you can give them this information, you can make a lot of money!

Simply offering your market a way to make more money isn’t enough, though. You have to remember that your offer has to stand out. It has to be different. It has to be unusual. It has to get their attention and interest right off the bat. We have used this over the years to make millions of dollars - and you could do it, too!

It doesn’t take a lot to get started. We know a lot of people who foolishly thought they had to have everything a certain way. They have wasted huge amounts of money to put in what they consider to be the perfect office, employees, computers, and whatever else they thought they needed. They did all of this before they made their first dollar.

We feel this is one of the most foolish things anyone starting out in this business can do. Get started and focus on making money - FIRST. Then, when you have the money, use it to slowly build up the infrastructure of your company. Don’t ”shoot yourself in the foot” before you’ve even start the race!

Here are eight tips you can use to keep your start-up costs slashed to the bone! There are start-up costs, but these can be held to a minimum with careful planning. You will need to spend money on the following items:

1. Postcards for initial inquiries.
2. Typewriter for correspondence to suppliers and customers.
3. Stock of the books you will wholesale.
4. Stationery with printed letterheads and matching #10 envelopes.
5. Promotional literature of good quality for sales letters, circulars, and flyers.
6. Miscellaneous supplies such as invoices, labels, shipping material, staplers, etc.
7. Postage, and a cash reserve to replenish your supplies.
8. Advertising for direct mail, classifieds, or display ads.

Direct-Mail and Direct Marketing is an exciting business opportunity because you can get started very small with a small amount of money. You can grow to encompass the national scope. You can run your direct mail pieces against the big businesses and compete with them.

Yes, it’s an exciting opportunity. But you should never forget that there are rules and regulations that have to be followed. Regulatory agencies are always checking on businesses. Specific laws were designed to deal with how a business is to be run.

Many people in direct response get in trouble legally because they don’t follow these rules. Very few people go to jail, though. It’s usually out-and-out crooks who end up going to prison.

Still, fines can reach up into the million dollar range, and there are businesses that get shut down by the government simply because they operated illegally.

Stay out of jail! Pay attention to the following rules to make sure you operate legally!

1. Advertise only products you can deliver. It is illegal to try to sell something you do not have.

2. Deliver anything you advertise, and live up to ALL GUARANTEES MADE IN YOUR ADS.

3. Fill orders within 30 days, or inform customers in writing of the delay. The customer must be given the opportunity for a refund.

4. Pay all state and federal taxes required. You must keep accurate records to prove your figures.

5. Do not start or participate in illegal chain letters.

6. Do not advertise a business opportunity under help wanted. It is illegal to suggest that you will hire someone and pay a salary, unless that’s what you actually intend to do.

7. Do not commit customer mail fraud yourself. It is illegal to order something without paying for it.

8. Do not use copyrighted materials. You must have written permission from the owner of the material before you use it.

Run your business honestly and fairly, using plain old common sense. If you treat customers and suppliers in a way you would like to be treated, you will be successful.

These are the things that are the most crucial in your advertising. By learning, implementing, and always keeping these twenty-two things as good as possible, many companies have brought in ten times more profits than before. You have the potential to do the same!

1. Capture a reader’s interest. If you cannot get the interest of the prospect, you will never sell them.
2. Appeal to a prospect’s self-interest. People only care about themselves, and the more bigger and better benefits your offer can give them that they really want, the better.
3. Write advertisements that motivate people to buy. Forget about the idea of “creating an awareness of your product,” and focus on selling that product. A person can know your product exists, but that doesn’t put money into your pocket until they buy it.
4. Stir buyer’s emotions.

People buy with their emotions. The ad should cause them to feel an emotion towards your product, and the more the pleasant, happy, excited emotional factor they have towards your product - the more they desire it - the higher the chance that they’ll buy it.

5. Use benefits to attract product desire. Benefits are all that the prospects really care about. They only want to know what the product or service can do for them that can make their life easier, more enjoyable, and more fulfilling.
6. Make readers “believe” your promises. If your ad cannot make the reader believe you, the reader is not going to buy from you. Remember, they are buying on the basis of “sight unseen” - they send their money without ever seeing, touching, or trying out the product. Therefore, it’s very crucial to make them believe that you’re not going to rip them off.
7. Write advertising that relates to the average person in your market. Use the language and terminology that the people in your market use. Know your market. Know what the market likes and doesn’t like. Learn what the problems are that people in your market have. The more you’re able to relate to them, the more you seem to honestly have something for them!
8. Convince the hardened skeptic. Consider all prospects to be hardened skeptics. If you do so, you will be able to create much better advertising. Write to that skepticism. Do everything you can to assure that prospect of the worth of your offer.
9. Make your offer so attractive that a prospect will say, “Yes, that’s for me!” Make those prospects want what you have to offer. Get them excited! Show them dramatically what it can do for them!

10. Write copy that agrees with existing attitudes. Your understanding of the market C not just as the source of your profits, but as a group of people with lives, problems, and ideals of their own - can be used to your advantage. Learn as much about them as you can, and show them that you know what they’re going through. Let them know they can trust you!
11. Write copy that overcomes buyer objections. Write down a list of all the objections to purchasing your product you can come up with, and then tackle each one. By doing so, you can come up with ways to lessen or destroy those objections. If you can do that, you’re able to develop powerful copy and advertising.
12. Use words and phrases that move people to act. Writing has its tools, just like any other profession. In writing, those tools are words and phrases. So use the best tools possible! Use words and phrases that will gain the attention, the interest, and the desire of your prospects. Then, give them a very simple, highly motivational call to action!
13. Write copy that reflects how average people talk.

Here is some advice that we go by that has been one factor in our success: If your copy is too complicated for a seventh grader to understand, you need to simplify it. Language can be a barrier as well as a tool. Don’t make it difficult for those prospects to read your advertising. People read advertising in a very passive way, and if your ad requires work, it will most likely end up in the trash.

14. Stay in touch with what people want. People only buy what they really want.
15. Do not test the obvious. Anyone can come up with ideas to test, and testing really is one of the secrets to getting rich. However, you must test things that are smart and are actually questionable. Common sense is just as important as scientific actuality. Get too heavy on testing common sense things, and you’re wasting your money.
16. Appeal to emotions and instincts. People buy with their emotions, and you have to play up to their feelings. Put them in the picture, with themselves enjoying the benefits of your product.
17. Develop facts and present proof. This is key to believability. Give your prospects facts and proof that what you say about your product can happen for them. Use everything at your disposal, from simple facts and figures to testimonials from satisfied customers. The more you can give them, the more you can tear down the wall of skepticism.
18. Make a prospect justify a purchase. Make the prospect feel like they are getting a lot for their money.

19. Find a common meeting ground with prospects from the start. Let those prospects know you can relate to them, and let them know why you can relate to them. This is the benefit of writing to a specific person and a specific market. Let them know that you really know their problems and their wants, and that you have the solution for them.
20. Substantiate incredible product claims. You have to provide evidence that your claims are true. If your claims are too wild, you have to tone them down. Outrageous product claims can definitely be detrimental.
21. Have back-end offers. All profits in this business are made through back-end sales, not front end sales. The related products and services you sell on the back-end to customers who have bought from you before will make you the most money. The front end should merely be used to gain initial sales and add more people to the back-end. Once they’ve bought from you, they have showed their trust, and you can go back to them with more offers.
22. Continually develop new offers and advertising ideas. You will never maintain success and growth with only one product. You have to 80 keep coming out with new products to maintain your profits and keep them growing.

Many writers get great ideas from going back to old publications and studying the mail order ads. All they do is find new ways to recycle old ideas.

Yes, those products and services no longer apply. Yes, it is outdated. However, the selling principles that sold those products and services back then can be utilized to sell your products and services now.

This is a technique that many movie producers use. These people sink millions and millions of dollars into the production of a film, and they want to make sure that their investment will pay off for them in the end. Therefore, one option they use often is remaking old movies that successfully ran in the past.

They find new ways to update the movie and communicate the movie’s main points, though. They will alter the story line, they’ll put in additional, or sometimes even different characters, and sometimes they’ll even change the personality of some of the main characters. Sometimes they will even change the very ending of the movie. This is a secret that smart movie producers use to make millions of dollars that can make you RICH too!

The same works with advertising ideas. You can take old advertising ideas that really worked well for people 40, 50, or even 60 years ago, and make them work now in today’s world. The basic selling ideas that worked then can - if properly executed - work today.

Often, people are ready to give up on their goals at the first sign of misfortune or opposition. Just when it seems possible that their dreams may come true, they surrender.

These same people may have had the necessary knowledge to carry through, but knowledge does not provide the energy, or the power to move forward. Knowledge is not power. The persistent application of knowledge produces ideas and results that make dreams and goals come true.

This is how to make all your goals - dreams - and hopes come true! No one can experience positive forward motion unless they apply the necessary knowledge, and then have the persistence to see it through.

Success begets success. It builds on itself. Steady perseverance will allow you to accomplish small goals, which lead to medium-size goals, which ultimately lead to bigger and bigger goals. This is why some people turn everything they touch into “gold” - and you could, too!

The trick to making millions in direct mail is to send your sales material to those prospects that have shown interest in the same type of products or services that you are selling. You have to offer your products to the people who already have a past history of buying those kinds of products.

These are the people you know are interested. These are the people who have accepted offers like yours in the past. They have shown trust in either your company or other similar companies. Therefore, these are the best prospects to send your sales material to.

By sending your sales material to these prospects and customers, you are maximizing your chances to make sales. This raises your profit potentially to a very high degree. If the list you use has enough prospects that fit this description, you can potentially make millions!

What can you do to make your mailing list worth a ton of money? The price of your list, as well as any other list, is how well the list works for those who rent it.

The better the list works, the more money it’s worth. This is why some mailing lists are worth 10 times more money than others! Therefore, it is very important to offer the best list you possibly can in order to make the most money.

Good mailing lists are a valuable commodity, and the profit margin is huge. The better the names work, the more money the list will make. This is why it’s easy to make money in the mailing list business!

There are many ways to reach prospective buyers with your lists. Here are some of the most widely-used methods.

1. Place classified ads in magazines. Many advertisers use this method because it is inexpensive and reaches a very large audience. Never try to sell directly from a classified ad. This type of ad should be used only to solicit inquiries. When you receive the prospective buyer’s inquiry, you then send all the information about your list: price, names, zip code, etc.

2. You could advertise in various trade and business publications. There are magazines, like Direct Marketing Magazine, that list dozens of mailing lists in each issue. These ads are usually placed by the list broker, list manager, or the list owner. This can be the best method to use if you are going after big results. It may cost a little, but the rewards can make it well worth the investment.

3. Another profitable method used by list sellers is to rent a list of prospective buyers from another seller. Once you get your list, you then mail out your list information to those prospects.

4. Many firms advertise their lists in business opportunity magazines and periodicals. They develop relationships with customers and get the word out about the lists that they have available. That’s how many people are getting filthy rich with mailing lists! There are hundreds of publications available for you to choose from. By testing, you will learn which one will work best.

Repeat business is the key to profits. If you have many customers that are happy with you and keep doing business with you, you have the key right in your hand.

When you have customers that continually buy from you, you have gained yourself a profit base that you build on with your offers that attract new customers. This way your repeat business or “back-end” sales is your foundation - your control amount - and you keep adding to it with your offers designed to gain new prospects.

If done correctly, your back-end profits will grow and grow. You’ll keep adding more customers you gain repeat sales from, and you keep making more and more money.

How do you gain repeat customers? Remember, you want to offer them products and services that have great benefits. Then you can build a relationship with those customers. They’re more willing to come to you because they have bought your items before and they know they’re great.

In the end, keeping your customers happy is how to keep the most customers buying from you continually.

You may think that you’re not really that special and unique. You may think that you’re pretty much the same as everyone else in your market. But there are all sorts of things your customers don’t know about C processes that are inherent in your type of business, how you got involved in business, certain things you offer your customers in a very unique way.

In preemptive advertising you clearly communicate every single aspect of your business that makes you unique and somehow sets you apart.

This helps add a personal touch to your advertising, and it helps show that you really know what you’re talking about and you know what your prospects want and need.

It’s a way of showing them that you understand their problems and can fix them. Many companies have made millions of dollars using this very same technique. This is why preemptive advertising can make you up to $1,000,000 a year . . . or even more!

1. Brainstorm all the ideas you want included in the book. Brainstorming is the easy way to start writing your book - EVEN IF YOU CAN’T SPELL! Simply jot down in any order everything you can think of about your subject. Write as quickly as you can, in phrases or topics or even one-word lists everything that pops into your head. Do not worry about spelling or repeat ideas at this point. Just search your mind for anything that occurs about your topic.

Initially, when you are first excited about a project, you should use your enthusiasm to help you with that project. This is how to get more ideas than you can possibly use! Your enthusiasm becomes that catalyst of your creative efforts. When you are excited about something - something that’s brand new - you have a strength, a power that you can tap into.

A good analogy to compare this idea to is falling in love. When a person first falls in love, they don’t see any faults in their love at all. Their love is perfect in their eyes.

The same is true with the enthusiasm that comes with a new project. When you look at a new project, you will be excited, elated, and enthusiastic. You won’t notice any of the faults inherent in it.

These are the times when you should really work on your ideas. When you’re infatuated like this, you will get the ideas that you won’t be able to reach after a while, when you’ll run dry. Enjoy the rush of ideas while it’s there, and take advantage of it.

Write down all of your ideas, find out which ones work the best, and use them! This is how brainstorming can make you fat wads of cash! By using the best of your ideas, you maximize your product’s profit potential and give yourself the chance to make the most money.

What happens when you run out of money- making ideas? When you run out of ideas, sit back and logically think of the steps of the method you are going to write about. Write down these ideas that come to mind as well.

Remember, you are the expert, and you already know what it takes to get your book done.

2. Organize these brainstorming ideas. Group the topics, phrases, or words you have written into lists. You may do this by assigning numbers or letters to the brainstormed ideas. Then ideas that fit in category 1 or category 2, etc., are listed. As you are organizing these lists, more ideas may occur to you, so be sure to include them also.

3. Label these topic lists, and turn them into your table of contents. In step one, you generated dozens of brainstorming ideas. In step two, you grouped these ideas into five, ten, or 15 lists. These individual lists are your chapters.

Include a table of contents in your book because the potential buyer will look there to see what your book covers and if you have included the information he/she wants to know. This will encourage people to make the purchase.

Put yourself in the buyer’s place. Have you included each area necessary to explain your topic adequately? Is there another topic you can add that will further encourage the buyer to purchase your book?

You also may want to check the table of contents of other books in your subject area. This research may trigger more material for your own book, and it will help you see what is already available to the consumer. This is how research ‘ big bucks!

You have to do as much research as you can, you have to dig up as many facts as you can, you have to take as many notes as you can. Spend some time in the reference section of the library.

When we put together our information superhighway products we tracked down every article we could that dealt with the information superhighway, the Internet, computer bulletin boards - everything we could find dealing with the topic. Then we took ideas out of those articles, and we incorporated them into our products.

Remember, you must give the reader a new approach, a better way, or totally new ideas if he/she is to be attracted to your book. Make your book so appealing the buyer cannot refuse it!!

4. Write your chapters. Look at each chapter list of ideas carefully. Combine similar topics and discard ones that completely stray from the subject. (Perhaps the idea doesn’t fit in this book, but it is an area you will need to include in another book in the future. Keep these stray ideas on file for future consideration.)

When you have refined and reorganized all the ideas for a chapter, you may begin writing. Take each idea and explain it in easy-to-read, simple language. Write the way you would tell someone the same information. Do not worry about which idea you write first, second, third, etc. Just begin, and continue with those you know the best. If you write each idea in a paragraph or two on separate pages, you can later put them in a logical order. Think of shuffling and sorting the ideas like a deck of cards. A computer can do this automatically for you, but if you are writing your book in long hand, you will want the flexibility to move these ideas around.

5. After you have all your ideas in paragraphs and have put them in order, it is time for you to revise and rewrite. Is there a weak or incomplete chapter? Add the information necessary to make it better. Try to have your chapters about the same size. If the book topics are balanced, you have likely included everything your customer wants to know.

Read your book aloud. This is a good way to see if all your sentences make sense. If you, or someone listening to your book, are confused, rewrite the trouble spot. You must be perfectly clear for two people only yourself (the expert) and the reader (the novice). If you have written in down-to-earth language so that a beginner can understand, and have included all the information an expert knows, you will have a successful book every time.