You will be denying yourself the possibility of additional low-cost inquiries, and back-end sales, if you limit yourself to one sellable item. Just by coming up with more products you can easily make three to seven times more money! You have to have multiple products, because no one product is going to carry you for long.

Profits in this business come from the back-end sales. Back-end sales are all of the products and services that are related to the first products or services that you sold the customer initially. This is the key to bringing in the big profits.

If you focus only on the front-end, initial sales and don’t put any serious effort into your back-end sales, you are robbing yourself of a serious source of profits.

Without back-end sales, you limit your profit potential to only the amount you get to keep on the front end. But, with back-end sales to fall back on, you can increase that profit potential, and you could potentially make three, seven, maybe even seventy times more money than you would have made with front-end sales alone!

If you try to make big profits with only one product, you are making a grave mistake. You are limiting your chances to get rich. You get rich through making profits, and the secret to getting profits is to resell customers who have bought from you in the past.

One of the smartest, richest marketers we have ever met in our life once said, “It’s really easy to get rich. You just make more money than you spend.” Yes, many people will say that statement is very “tongue-in-cheek.”

Some people could also say that our message about getting rich is over simplistic: “All you have to do to get rich is find and keep customers.” In fact, it is the fundamental principle behind getting rich.

There is a reason we use these simple phrases that outline the keys to success. These are things that are designed to help you. If you can just remember that it’s easy and simple, hopefully you won’t get mentally hung up in all of the complicated aspects of the business.

The truth is, in business, as well as anything in life, you can end up screwing something up by complicating it. We try to teach simplicity. It’s an important part of our message, because if you can keep it simple in your mind, it’s much easier to do.

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

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

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

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

A WORD OF WARNING: This “blind offer” strategy can blow up in your face if you don’t give your customers MORE than you promised them. Many companies make this mistake. They make their offer sound like it’s the greatest thing ever... The customer sends for it with great anticipation... And then they get cheated. THEY WILL NEVER DO BUSINESS WITH YOU AGAIN IF THIS HAPPENS.

Remember, your key to getting rich is to build a business, not a promotion. You want people to be happy with their purchase so they’ll come back and re-buy from you again and again. The only way you can do this is to provide tremendous value. Give your customers and prospects MORE than they paid for every time you do business with them, and you can get rich. Over-deliver.

What is the most important thing that can make you millions of dollars in direct mail? The answer is - the mailing list! You can have the greatest sales material in the world, but you will never be able to realize the real profit potential of that sales material unless you send it to the right prospects.

In direct mail, there is a very honored belief called the “40/40/20 Rule.” 40% of the success of a mailing list comes from the list, 40% comes from the specific offer itself, and 20% comes from the sales material.

For example, if you are selling a book on stamp collecting, you should target your mailings at people interested in collecting stamps, or at least a current collectors’ mailing list. Do not mail merely to general book buyers. If you are selling sports equipment, you should mail to specialized lists of sportsmen and women, not merely to the general public. You must practice target marketing and zero in on your most likely buyers.

Did you know that there are fourteen things you can give people and they can help to make you thousands and thousands of dollars?

Here they are:

1. Give Them Better Quality.
2. Give Them A Way To Save Time.
3. Give Them A Way To Save Money.
4. Give Them Convenience.
5. Give Them A Way To Make Money.
6. Give Them State-Of-The-Art Products & Services.
7. Give Them A Way To Make Life Less Difficult.
8. Give Them A Way To Enhance Their Looks (real or perceived).
9. Give Them Items That Have Multiple Uses.
10. Give Them Items That Are Durable And Long-Lasting.
11. Give Them Items That Will Solve A Problem They Have.
12. Give Them Items That Are More Effective.
13. Give Them Items That Make Life More Enjoyable.
14. Give Them Items That Offer Multiple Benefits.

You should find a way that your product can fill as many of these needs as possible. The more needs your product fills, the more likely you are to make a sale! Go back over this list again. Find the things that make your product stand out above the competition. Point these things out to your customers, and they will want to buy from you!

You can sit at home in your favorite easy chair snacking and do radio talk shows. The radio talk show format now is very popular. There are even entire radio stations now that are nothing but talk radio.

Radio stations that have talk shows need programming. To you it’s free advertising, but for them it is simply programming, and giving their listeners what they want. Both of you can benefit.

A radio station may let you on once, but to ensure that you’ll appear again, you have to tell a good story. They won’t want a dead, dull, boring person back on the show. You have to show enthusiasm and be able to tell the story. If you’re able to do this, you could have interviews that can make you thousands of dollars every month!

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

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

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

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

Once you have a targeted audience for your mailings, do not confuse your readers. Every ad, classified or display, should do the following:

1. Attract attention with a headline that is a stopper.

2. Arouse interest by containing information that is of interest to the readers.

3. Convince readers that they will benefit from the purchase.

4. Get the prospects to act by either ordering the product or sending for information, or whatever else your instructions may be.

These rules apply to sales letters, circulars, and even postcard mailings. When writing order ads, use short crisp sentences and forceful language. Use active verbs that make an ad more exciting. Describe what you are selling, as well as the terms, so that your prospect understands every phase of your offer.

Focus on the customer in everything you do, and your profits will increase accordingly. Test everything significant, but test only one major item at a time.

People want to move into better social circles, not to show off, or “keep up with the Joneses,” but to advance socially. The best way to advance is to meet and associate with different people.

People want to keep moving forward. A person can advance socially by getting involved in social clubs and circles, which will ultimately better his/her social position.

There is nothing wrong with trying to meet and associate with influential groups of people. Social advancement will make it possible for your children to converse and mix with anyone. If a job opportunity develops because of mixing socially and being in the right place at the right time, it will benefit the whole family. (Can you think of a book that would show people how to advance socially?)

A majority of people are simply afraid to make a decision to order your product. They may really want and need it, but something inside of them tells them to put it off! You must find a way to overcome these fears and get their orders. These four things will help you do just that:

1. Provide Testimonials
Testimonials can be very important. People will almost always believe the words of other customers before they will believe anything you say! It’s a proven fact! Testimonials are proof that other people agree with what you are telling them! Good testimonials will help your prospect decide that what you are saying is really true!

2. Examples.
An example makes what you are saying real to the customer. For example, let’s say that you are writing a sales letter, and you include an example that tells people to picture themselves making their first million and picking out their new home by the beach.... This helps people vision themselves getting the full benefit that comes with buying your product!

3. Case History.
This is very similar to a testimonial except that you are telling the story. You may tell about a man named “Jerry” who used your money-making program to bring in $1.25 million in less than 18 months! This allows people to visualize themselves making that much money, and it again helps them understand what other people are doing with your product.

4. “Leader” copy.
Leader copy tells the prospect that they are a leader and one of the chosen few who will have the courage to respond to your offer. This can be used if you are selling a business opportunity. You can say something like “Everyone talks about making money, but you are one of the few who actually does something about it! Congratulations!”

These four things will help bring you more sales. Your customers need to see these things in your sales material. If they do, they will be more likely to send you their money!

If you keep accurate records from year to year, you will gain a lot of good information pertaining to what works best in your particular market. Good accurate record keeping is essential.

With direct response marketing you are allowed the luxury of testing and tracking to learn what is making you the most money. When you put an idea out on the market, you can quickly learn whether or not the idea is a winner. You can test it against other ideas you might have to see which is the most profitable for you.

By keeping accurate records, you are able to learn how well your ideas are received by the marketplace. As this goes on over time, you gain a real feel for what works and what doesn’t work.

Without record keeping, you are simply gambling. Good record keeping is essential. It helps you take the guesswork out of the business.

Know why the people in your market buy the types of products and services that sell the best. This is the secret you can use to sell to millions of people in your market. What are the people you sell to really looking for?

Here’s an important tip: People don’t buy products and services. They buy the end results of what they believe those products or services will do for them. Discover what these are and then use this knowledge in all of your sales promotions.

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

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

You then have some options to consider:

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

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

$ Pay the consultants a percentage, or hire them outright.

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

Back-end offers are a business-survival insurance. Back-end sales give you all the “Business Survival Insurance” you need to make sure that your business never fails.

When you think of back-end business, think of an insurance policy. What is an insurance policy supposed to do for you? It’s supposed to protect you. It’s something you can count on. Like insurance, when a disaster strikes, you are protected.

Back-end sales work like that. Yes, you always have to replenish your customer base by attracting new customers. There’s no doubt about it. If it’s not an ongoing operation, you are going to end up in trouble. But you also have to attract new customers. Then it’s the back-end that will bring you the most profit.

It is good business to offer a product on the back-end. Having a variety of products to sell is the only way to maximize profits. A hardware store that offered bolts, but not washers and nuts, would be, pardon the pun, Nuts!

Once a person “raises their hand” and shows their interest, you have to try to resell to them again and again and again. You can maximize those profits because you have more products to sell on the back-end. In short, you have more than one hook out there waiting to “catch the fish!”

Don’t sell books. Sell results. Sell benefits. Sell solutions. Dramatize. Make them want the end results... This is the millionaires secret to selling thousands of books. Here are a few other tips, tricks, and strategies:

(1) Tell a story about the successes that you or someone else has had with the benefits in your book.

(2) Sell these books to the hottest market, to the people who place the biggest value on the benefits you offer.

(3) Create a STRONG MARRIAGE between your sales message, market, and media. Don’t try to be everything for everyone. Focus on that one person you are trying to reach... Then find as many ways as possible to give that person something they really want.

These three strategies can help you sell thousands of books or other informational products every year just like they have for us.

Advertising is the secret to reaching all of the people you will ever want to reach with your marketing message - the message that will sell your product or service.

Each advertisement is like a salesperson that goes out to the prospects and customers and presents your very best promotions to them. If you fine tune your marketing message, you can turn advertising into the ultimate salesperson - a salesperson that will be working for you 24 hours a day, 7 days a week, 365 days a year and will be making you money every step of the way.

If you have a thousand ads out there, you essentially have a thousand salespeople getting your message out and gaining you sales.

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

1. Secure new customers . . .

2. . . . And get repeat orders from established customers.

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

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

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

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

The secret that some companies use to make millions of dollars is to actually lose money first! Intelligently losing money can make you a lot of money later! Let me explain...

Almost all of the really successful marketing companies realize that their initial offer aimed at attracting new customers is an investment. They have figured out what they will spend, on average, per customer they get on the front-end. They understand that enough customers will order on the back-end to make up for what was spent on the front-end to get all those customers.

This is why it is important for you to have a back-end offer you can make to your customers. A lot of times there is not enough profit from just one initial front-end product to get rich! You must always look for back-end related products to sell your customers!

It is a tough thing to do, though. We are so conditioned into thinking that losing money is bad that we try not to lose any money. That is why you must look at it as investing in a customer that will make you more money in the future than they cost you to get!

Many Direct- and mail-order marketers have learned that self-publishing can be a very powerful route to success and profits.

It all starts with a specialized market, a group of people with something in common - an interest, a hobby, some reason these people are reading certain publications and ad placements.

You have to cater to those interests, to those wants and needs the market has. You have to let them know that you can offer them something special that no one else can offer them.

If you do this, you can find the success you’re looking for. Write around your market. Remember, it’s what they want that counts. Many marketers have made millions of dollars this way - and the same could happen for you!

Potentially, there are millions of people who can make up your market. That means potentially you can get millions of people to give you their money in exchange for your product or service! How? By using small ads to attract those people and build up your mailing list.

Use your small ads to attract prospects into contacting you initially. Since there isn’t much room in a small ad, it is typically better to use the ad to dramatically present your product or service’s biggest and best benefit, and then tell your prospect how to contact you for further information.

Another great idea is to use the small ad for an introductory offer - for example, you could sell a very inexpensive product and include a free gift with purchase.

When you get responses from your small ads, you are gaining the names and addresses of good prospects to send future offers to. Keep them and put them on your mailing list!

Once you build up a mailing list, you can go back to those people on that list again and again with related products and services and try to keep these people doing business with you. That way, you’re able to keep the list you have of your best, regularly buying customers and keep expanding it all the time with new customers!

Many times we have had promotions where it appeared that the campaign just wasn’t pulling enough profit. Consequently, we would stop paying as much attention to it. Then, a couple of months later, we would go back and look at the campaign’s numbers - and the campaign was making money.

Be patient! This is how you can still make money if you run your ad - and nothing happens. Be patient! Don’t wait a few weeks and then drop your campaign.

Many marketers do not give a winning concept enough time to start working for them. They allow four weeks to pass and expect miracles. When the orders do not flood in as anticipated, these marketers experience an anxiety attack and bail out.

It can take time for a campaign to start pulling in money. Be patient! Your patience could result in more success than you ever expected!

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

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

You already know that testing is one of the most critical aspects of business. Here are three different things you can test to quickly find out if you can increase your response:

1. Test different bonuses.
Some people will buy a product because of the bonus instead of the product itself. Test various bonus offers to find out which ones make you the most money!

2. Test different prices.
You can run three different ads all with the exact same wording. The only thing different is the selling price of your product. You will find that one price will bring a higher response than the other two. This will help you establish the best price for your product.

3. Test the wording of your offer.
This can sometimes make a huge difference. For example, try to change your “50% OFF” offer to “Buy One, Get One Free,” and see if the response goes up! You will be surprised how changing the wording on your offer can increase your response!

These three tests can prove to be very profitable for you! Try to come up with several ways that you can test these three things and then chart your results. Find out how much you can possibly increase your response! You might be amazed!

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!