In Search Of Heroes Spreads Good News About Everyday, Real-Life Heroes Who Deserve Recognition For Their Good Works

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

What is your most valuable business asset?

What about your: Inventory? Equipment? Cash? Real Estate? Special process?
A Patent or Trademark? Employees?

The above are the answers most given by owners and company executives. But if
you answered any of the above you are...

Wrong!

The number one asset in any business is--

YOUR CUSTOMERS!

You can survive the loss of any business asset except your customers. Every
asset you have but one can be replaced. You would be inconvenienced and
possibly lose a lot of money. But, with your customer list intact, overnight
you could start over again.

It's truly amazing how few entrepreneurs fully appreciate the value of their
customer list. A relatively small percentage consistently act toward building
their database. And nurturing it.

It will cost you 5 to 10 times as much money to attract a new customer than to
sell to an existing one. Once fully understood, you can act towards
multiplying your success many-fold.

Here is the fastest ticket I know toward building a business that will provide
you great wealth…

Develop a strategy that will build a database of your best prospects. And, of
course, your customers. And contact them regularly.

Assuming those who have done business with you are pleased with their original
purchase, people who have bought something from you are your best prospects for
future purchases.

Your main business goal should be to create a customer list of happy customers.
Many of them will become raving fans who will recommend you to others. You
then can sell them a continuous flow of related products and experience
continuous growth and prosperity.

However, you have to start from scratch if you don't have a database now. The
first major task of new businesses and/or new products which have new markets
is to find interested prospects.

Clearly, you need a large enough group of people who have expressed some
interest in what you have to offer. You can sell to them directly. Or
contact them to visit your place of business.

In this issue I will reveal some strategies that will help you build your
database whether or not you now have a single customer.

You can make it complicated. But, as with all great truths, creating and
mining your database is basically simple.

It's shocking but true. Many--perhaps most--entrepreneurs have an incomplete,
sloppy, or even no database whatsoever of their customers and prospects.

Therefore, potential profit which is lost by not exploiting this opportunity
is truly staggering.

I view it this way. Whenever I think about new products or services in any
field, the customer database is my very first consideration. I want to be
very clear on how many people I have to whom I can send a regular flow of
sales messages.

Who are your key contacts?

For businesses with a limited number of prospective customers who can be
readily identified, here is the process. You simply create what I call
a ''key contact'' list.

You then contact this database. I recommend at least once a month. I've found
unless you are in regular communication with your customers and prospects,
they tend to forget about you. And rather quickly. The old saying ''out of
sight, out of mind'' is true.

You should ideally use a combination of personal contact formats. These can
include letters (through the post office or e-mail), postcards, telephone
contacts, and personal visits.

How do you create a prospect database when you are starting out?

Recently my son David, who is starting a new business, asked for my advice.
His proposed new product is a book he is writing. The audience is wannabe
musicians--music lovers who play an instrument and want to break into paid
''gigs'' to make money.

I recommended that David prepare a special report which contains proven and
valuable information to the aspiring musician. It would be offered free,
mostly on the Internet and also on mailing lists of music instrument buyers
and students.

The Special Report title (which is very important) would be something like:

Famous professional musicians reveal…

The 7 Most Important Secrets Which Can
Take You From Jam Sessions In Your Basement
To Highly Paid Gigs!

Those who requested the Free Report would then be offered the book, of course
on a paid basis. The book would contain the advice David and several well-
known professional musicians have for aspiring musicians.

Think the chances are good for the success of such a project?

You bet!

Tip: One key component to many successful database (mailing list) building
programs is the use of a valuable free gift. A well-chosen gift. If the gift
is really valuable, as it should be, psychologically your client often feels a
special type of obligation to do business with you as a form of reciprocation.

Examples of clients with database goldmines

Internet information marketer: Joel Christopher is a young, successful
Internet marketer (website: www.MasterListBuilder.com).

His strategy is to help his clients fill the biggest challenge of every
successful Internet marketer--how to build an enthusiastic opt-in list. He
offers seminars, books and tapes which deal with this topic. In a little
over a year he built his mailing list to over 110,000 people.

Art Gallery: Here is a successful regional business with just 757 art-
collecting customers on its database. The business prospers by sending a
letter, postcard, or e-mail each month inviting its customers and prospects
to its gallery. New artists as well as ''art clearance'' sales are featured.
When new prospects are brought as guests, they are asked to provide contact
information.

Restaurant: This highly successful Italian bistro invites each customer that
enters its door a free gift just for providing contact information. Gifts
successfully used are wine and brandy glasses, recipe books, and discount
vouchers. The mail list number is now over 20,000. Customers are invited
regularly to special ''invitation only'' dinners which are always fully
booked. I helped this great chef create a special individual voice (very
important) for all his communications.

These techniques are simple to plan and implement. Yet, not one in 1,000
restaurants does anything resembling this type of marketing.

Department Store: This family-run store located in the United Kingdom is
thriving, racking up over $100,000,000 in sales.

Of course, one of the biggest challenges in every business is to differentiate
itself from competitors, to create its own Unique Selling Proposition (USP).

In this case we did it with: (a) a new ''voice''; (b) in the inimitable style
and vocabulary of the department store founder; and (c) fantastic customer
service and, most importantly, the use of free gifts to build its mailing
list. Every single customer is asked, ''Would you like to join our mailing
list and be the first to receive news about special sales and other
information?'' The mailing list number is now over 250,000 customers.

The mailings, brochures, and offers from this company are producing truly
outstanding results--over 15% of sales.

Vitamin Supplements: This European company markets its products primarily
through direct consumer mailings. Formed in 1997 with zero capital, sales
currently exceed $50,000,000 and is highly profitable. The mailing list size
of customers and prospects is approximately 165,000. A website will soon be
added to help boost its database and revenues.

Equipment Supplier: This company sells high-priced specialized equipment, a
relatively small target market of just 357 existing and prospective customers.
Ninety percent of its sales arise from just 65 of its database. The marketing
strategy is relatively simple and inexpensive. Each month a postcard, letter,
e-mail, phone call or personal visit is made with each person on the list.
This strategy produces a steady and profitable stream of new business.

The above examples are but a few of the organizations I've worked with.

In each example, the result of regular contacts, each one containing an
interesting and informative sales message, generates a constant flow of new
business.

Most entrepreneurs do not contact customers often enough. I didn't myself
for several years.

Why?

Frankly, I was so good at getting new customers by simply writing new ads and
mailings. Without realizing it I was practically ignoring existing customers.

In hindsight I left a lot of money on the table. But the biggest losers were
my customers who didn’t receive enough important information which could have
helped them more than I was able to do with a few contacts.

I used to be concerned about contacting my database too often. But this is a
fallacy. Don't worry about offending customers with too many contacts. Indeed,
properly done your customers will love you for keeping them informed with
product and service information, special offers, as well as new developments
in your field.

Without a doubt, you will own a goldmine by building your own database that is
carefully developed and nurtured.

Kind regards,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:09 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big. Bill Bonner
 
*** ''God is in the details''

Do you like simple ideas that can make you money?
Well, I've got some good news to share today.

I'm going to cover a very easy action that can
significantly increase your income.

Just use stamps on your mailings rather than
metered mail or bulk imprints.

Live stamps on outer envelopes outpull response
from bulk indicia as proven in all my sales letter
tests. This also applies to postcards as well.

Most direct mailers use bulk indicia. They are
obviously unaware how this simple action will
increase sales.

But, since you now have this little-known
actionable information, you can reap the benefits.

I've never used stamps versus bulk indicia without
a significant lift in response. However, I
recommend you prove it to yourself by conducting
a simple test. On your next mailing, test half using
stamps and half with bulk indicia. Measure the results.

I'd be very surprised if your stamped envelopes were
not the clear winner.

Tips:

1. If you mail first class, you can use regular issue
stamps. However, sometimes unique special issue
first-class stamps work even better. This too is
easy to test.

2. If you mail bulk rate, which is of course
considerably cheaper, use bulk-rate stamps.

It's tough to tell first class mail from bulk mail
when it has a stamp on it.

A big bonus for you is this. Very often the post
office confuses live bulk rate stamps with first
class stamps and delivers as if it were first class.

I just returned to Switzerland from a delightful trip
to the U.S.

There were two major highlights of the trip. The
first was a beautiful voyage across the Atlantic on
the QE2, perhaps the most famous transatlantic cruise
ship in the world. What an experience! Both Bethany
and I have long dreamed of taking this journey ever
since we were children. But we never took the time
before to do it (it takes 6 days). We were delighted
with the whole thing--the people, activities, food,
cabin, plus several best-selling authors aboard.

Plus, we became acquainted with two delightful
entrepreneurs, Steve and Lori Leveen, the founders
of Levenger, a terrifically successful direct response
company you surely know.

Best of all, we didn't gain an ounce of weight. The
fully equipped fitness center really helped too.

I highly recommend the QE2 or new QM2 as a journey
of dreams.

The other major highlight was conducting the most
unique seminar I've ever done, The Small Business
Success Summit in San Francisco, along with my co-
speaker Joel Christopher. For the first time ever,
both online and offline marketing strategies and
cutting-edge copy were presented. We even sold
online $33,898.00 worth of product in one day right
before the eyes of the attendees from 12 different
countries.

I was also delighted that my son David was an
attendee.

For years I encouraged him to attend my seminars
and study marketing.

But David's previous interests were always primarily
in music (he's a capable professional) and computer
science. He was not ready to really get into
marketing. Of course, this was fine by me as I
believe everyone has to find his or her own path.
And, as you know, no one can force you to learn
until and unless you are ready for it.

However, after attending a previous seminar at which
I spoke a few months ago, he really got turned onto
marketing. He now has his own web design company and
his first several clients. He's really excited about
entrepreneurship and marketing. I'm proud of him.
As the saying goes, "When the student is ready,
the teacher appears."

Best of all, every single concept, questions and
answers, of the seminar were professionally recorded
on video and audio.

If you are serious, study the information and employ
the very latest marketing principles. I highly
recommend these tapes. You truly can become part of
history and take your business to the next level.

Check www.smallbusinesssuccesssummit.com for details.

Sincerely,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:19 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

In my view, nearly all government statistics about
reasons for business failures are nonsense.

Undercapitalization, inexperience, or poor management
are usually blamed for all business disasters.

Of course, there can be one or several more causes
that result in a business going "belly up."

However, from what I've seen, marketing mistakes are by
far the primary reason businesses do not survive. This
includes companies which consider themselves direct
marketers as well as those who do not.

Here are the seven most common marketing mistakes:

1. Management treats marketing as a business expense or
simply a department rather than a necessary business
investment.

Solution: Marketing should be treated as the driving
force of any company. It is the only function that
brings in cash. The other major functions in a company
are necessary. But they all spend cash. This includes
the primary business departments of finance, production
and research.

To market any product or service successfully, the
company must do two things:

A. Provide marketing with sufficient resources
B. Put marketing at the heart of its business strategy

The whole company should be focused on the needs and
wants of customers and be prepared to satisfy their
demands.

Marketing must be part of the philosophy of all
entrepreneurs and managers.

2. Management does not know specifically what it costs
to recruit a new customer. Plus, there are no accurate
statistics on the average customer lifetime value.

Without this knowledge, it is impossible to make sound
decisions. You cannot determine how much to invest in
marketing. If you spend more to gain a customer than
their lifetime value, ultimately you will go broke.
In the absence of this information, many businesses can
and often do fail. To make matters worse, few of the
casualties understand why they failed.

Solution: Before you invest large sums on marketing,
determine the average lifetime value of a customer.
An excellent book that I highly recommend on this topic
is The Loyalty Factor by Frederick Reicheld.

3. Management makes no attempt to build a customer
database. This is especially so with most retailers,
restaurateurs and department store owners. However,
I've seen this in many other businesses.

Solution: A company's database of customers is
potentially its biggest asset. It's much more valuable
than equipment, inventory, etc. This is not only true
of companies that utilize mail order or Internet marketing.
Every single company that wants to survive and prosper
needs to build a database.

4. The company does not communicate often enough with its
customers. The result is lower sales and profits than are
otherwise possible.

Solution: Contact your customers a minimum of once a month.
When I started my first business at age 21, I too made many
mistakes. The business somehow survived and became a chain
of retail confectionery stores called Peterson's House of
Fudge. At first I sent my customers an offer every six
months. So I tried sending a sales letter every three
months. My business doubled. I then began mailing every
other month. My business again increased proportionately.

I wound up with the ideal and most profitable interval--
once a month.

At first I thought contacting customers every 30 days
might be too often and that customers would get turned
off.

But that didn't happen. I got great feedback as well as
higher sales. Providing your customers like, or even love,
your product or service, as they should, they want to hear
from you frequently.

This, of course, is in the context of your sending
excellent offers, excellent copy and excellent information.

Indeed, if you are not in frequent contact, your customers
will quickly begin to forget about you. Many will start
buying from your competitors.

I urge you to contact your customers at least every
30 days (occasionally with special offers a week apart
is perfectly fine too).

Your form of contact can be an e-mail, postcard, catalog,
telephone call or personal visit. I've found the most
effective method of regular contact is with a well-written
sales letter.

Rarely do I find a company of any kind which systematically
mines the real gold in any business--the customer database.
Make sure you do not make this mistake.

Making offers to your customer database is often referred
to as the "back end" in direct marketing jargon. But every
business should cash in on the huge potential of existing
customers by simply making frequent offers to them and
giving them more opportunities to do business with you.

5. Management has no method of accurately measuring the
results from its advertising investments. This is
especially so with so-called image advertising.

Solution: The way this is done is to seek a direct
response in each promotion. This can be a coupon,
telephone call or store visit. Code each promotion.
Then when an order is received or a customer visits
your establishment, you can appropriately trace it to the
particular promotion.

The coding system can be numbers or letters. If you use
the telephone you can utilize separate telephone numbers
for each advertisement. Or you can simply ask the caller
which ad or letter they are responding to.

6. As many companies begin to enjoy some early success,
many develop a disease that I call "Big-Company-Itis."
They start having endless, non-productive meetings.
They become bureaucratic. They move as slow as molasses.

Instead of continuing to insist upon a high level of employee
performance and keeping a close watch and control over costs,
management takes its foot off the brake. Costs can spiral out
of control. Employee morale can suffer. Soon the company is
in deep trouble.

Solution: The secret is to think big but operate much like
a small business. Well-managed, large organizations that
are highly successful are run more like a small
entrepreneurial business. Managers have profit center
responsibility. Their job is to help increase revenue or
reduce costs, or both. They are held accountable. They
maintain the financial controls and quick response of a lean
and mean small business.

7. Management has no systemized upselling procedure in
place to upgrade both new and existing customers to a larger
sale. Result? Lower sales volume and lower profits than
otherwise could be obtained.

Surprisingly, companies I've observed that market direct to
consumers, such as mail-order businesses, tend to be
incredibly poor at telephone communications and upselling.

Well-managed and properly trained customer service people
can add 30%-60% in added sales volume without any
increase in marketing or administrative costs. Your only
cost is the cost of goods sold. Best of all, your customers
are the beneficiaries of more value and variety for their
money. Everyone wins.

But here is where it becomes really interesting. Your gross
sales will be much higher. But your net profit will
increase by a huge multiple. I've helped companies achieve
huge increases in their net profit just by learning effective
and professional telephone techniques. It's not unusual to
increase profits as much as 5 or even 10 times!

Effective telephone communications and upselling are the
main reasons for the huge success of my own companies.
My clients for whom I conduct training of their customer
service representatives have experienced similar results.

Solution: Develop a strategy which includes the following:

A. Create an incentive compensation plan for your
customer service representatives (CSR's) based on
added sales. Depending on your profit margins, this
can be for example 5% to 10% of additional sales.

B. Run a daily special offered as an "add on" that
provides great value for the customer. For example,
you can offer a new product at half price.

C. Prepare a verbatim script on how to present the
special.

Tip: The selling price. Your special offer should not
exceed 30% of your average order. This makes the
decision to accept the special an easy one.

D. Provide your CSR's with some basic telephone
training. This should include the principles of active
listening, voice pitch, pacing, learning to present things
in a hearable way, and some gentle closing-the-sale
techniques. A big factor is learning the secrets of
boosting the sales without any pressure whatsoever.

Yours truly,

Ted Nicholas

P.S. Professional and effective telephone selling techniques
where customers are treated with dignity and respect are
simply not taught by anyone to my knowledge. Yet, these
techniques can make the difference between a breakeven or
modestly profitable business and a cash cow. By popular
request, I've decided to add this exciting new section
to my private seminars beginning with my next one.
While there are still a few seats available, reserve your
space now at my upcoming October 10-12 event,
Small Business Success Summit in San Francisco.
This valuable information and training alone will return
your modest seminar investment a hundred times over!
Click here for details:
http://www.smallbusinesssuccessseminar.com/

P.P.S. "The secret to success, in life and in
business, is to work hard at the margin.
Relentlessly. It's as powerful as compound
interest, the eighth wonder of the world.
Those little marginal extra efforts will
inevitably grow into something big."
-- Bill Bonner

Little things mean a lot

"God is in the details"

Copyright 2003 Nicholas Direct, Inc.

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:22 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big. Bill Bonner
 
*** ''God is in the details''

No successful marketer I've observed, even those who
should know better, take all the actions discussed in this
issue. By acting on this information, you will markedly
increase your success.

Here are 12 action tips that increase response and can
give your sales letters that all-important success margin.

1. Typefaces. Use either Courier (not New Courier) or
Times Roman. All my tests have confirmed these are
the most profitable. Courier in nearly every case
outpulls any other typeface.

2. Spacing. Indent five spaces for each paragraph.
Double space between each paragraph.

3. Margin notes. Handwritten notes in the left margin
of your letters create a personal feeling and will help
draw attention to important copy points. Use short words
and phrases. Examples:

"Special"
"Please note"
"Save"
"Free gift"
"Sale prices"

Note: Do not overuse margin notes. Do not exceed one or
two per page.

4. Cross out prices. When you are offering a discount off a
"regular" price, crossing out the old price and handwriting
the new discounted price can really draw attention to it.

5. Liberal use of subheads. Subheads help break up large
blocks of copy. Use at least two or three subheads per page.

6. Break sentences. Never end any page of copy with a
period, as do most people. Break the sentence and
continue it on the next page. This tends to keep your
prospect reading, which is the whole idea.

7. Page numbers. Make sure each page is numbered,
preferably at the top of the page, and always in the
middle of the page.

8. Reading instructions. At the end of each page, on
the bottom right in parentheses use the following:

On odd numbered pages: (Over please)
On even numbered pages: (Please go to page 3) -
or 5, 7, etc.

9. Caption photos. Never run a photo, even if it's you,
without a caption, assuming the reader will figure it
out. Many won't. Always include a caption describing
the subject of the picture.

10. Testimonials. If you are doing an outstanding job in
satisfying your customers with products and services,
many people will send you favorable comments. These
can be among your strongest marketing tools. However,
most marketers do not get anywhere near the potential
sales power from testimonials. To get maximum impact
from testimonials:

A. Request written permission to use the testimonial in
whole or in part.

B. Request a photo. Customers will provide this about
90% of the time.

C. Use full name of testimonial sender. Include city and
state. Most people use initials, which have little or no
credibility, and omit city and state.

D. Use the testimonial verbatim as written. This captures
the exact words and tone of the sender. Many people
rewrite testimonials, which is a big mistake.

11. Consistent handwriting. Make sure the signer of the
letter also writes the margin notes and cross-outs. The
same handwriting helps maintain consistency and thus
credibility.

12. Signature. Use a felt tip pen for the signature, margin
notes and cross-outs. Make sure signature is always
reprinted in process blue. Not black. Brown. Red.
Green, etc. Process blue works best (your printer will
know what it is if you don't).

I and other marketers, such as The Wall Street Journal,
have proven the power of a blue signature in live tests.

Another important point that is often ignored is the
boldness of the signature. Most signatures on letters look
shaky and weak. This communicates an apologetic feeling,
the opposite of what you want. The person signing the letter
should practice their signature so that it is bold and strong.

In any mailing, what you are asking a prospect to do
psychologically is suspend belief for a few moments.
While people may realize they are receiving a mass
mailing, the above tips will help give your communication
a personal feeling.

Here's to more success in all your written communications.

Yours truly,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 07:56 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Every entrepreneur and direct marketer is missing
a huge opportunity unless they produce catalogs
that generate outstanding revenues and huge
profits.

Properly prepared, a catalog can become a major
ongoing part of your marketing and advertising.

A powerful catalog can become a "cash cow" for
you. And, you can publish several times a year.
An effective schedule I favor is every six weeks.

As great as a catalog can be, surprisingly few
catalogs make money. I find this true in the
U.S., Europe and Asia.

Indeed, before they start to work with me, major
clients, including some of the biggest names in
direct marketing, tend to lose a small fortune
every time they produce one. And it's no
wonder. Most are poorly planned and executed.

Instead of being a major profit center, perhaps
more money is lost via catalogs than any other
form of direct marketing.

Today I'm going to cover the biggest mistakes.
Then I'll give you action tips that turn losing
catalog concepts into profitable winners.

First, who should produce a catalog?

If you market more than four or more products
or services, you definitely should be giving your
customers the opportunity to purchase them in a
smartly prepared catalog.

(In direct marketing, catalogs are often trans-
formed into what is called a magalog, which is a
combination magazine/catalog. In addition to
photos and product description, pertinent
editorial content is included, as well as an order
device.)

** Secrets of Successful Catalogs **

As with all forms of direct marketing, copy is
king. Do not try to have copy created on the
cheap. You, or the best copywriter you can
afford, should write the copy.

The most expensive mistake you can ever
make in marketing and advertising is to try
to save money on creative, especially the copy.

Indeed, by the time you factor in graphics,
printing, postage and mailing cost, copy
preparation even by a world-class copywriter
is perhaps the best investment you will ever make.

But keep in mind you don't necessarily need to
hire an outside copywriter. Very often you will
be your own best copywriter. Perhaps no one
can understand and have the passion for your
products as you do.

If you do not currently write copy, please note.
Nothing will pay you, the entrepreneur, more than
the ability to create copy. Studying copywriting
can be the best investment you've ever made.

Contrary to popular belief, learning to write great
copy is not inborn. It can be learned.

(Information will soon be available on my new
home-study course on copywriting entitled
"Million Dollar Copywriting Bootcamp." Stay
tuned to these pages for the details.)

Now I'm going to give you recommendations on
each major part of a catalog. These tips followed
religiously will hereinafter provide you The
Success Margin every time you produce a catalog.

Size: 8 ½ inches by 11 ½ inches
Layout: Do not exceed 7 inches by 10 inches
coverage. Leave a border of at least 1 inch
with no copy or graphics.
Number of pages: Eight to unlimited
Paper: Use glossy coated stock
Colors: Use full color; do not use reverse type
Typefaces: Use Times Roman (serif) for body copy
Headlines: Use Times Roman or Arial
Columns: Use a three-column layout; justified
left margin; ragged right margin. Indent each
paragraph three spaces with a line space between
each paragraph.
Size of typeface: Do not go below 10 point
Photos: Feature photos mostly of happy people
making eye contact with reader. De-emphasize
photos of your product. Always caption photos.
Everyone in the photos doesn't have to be beautiful
or handsome. Ordinary-looking people help build
credibility.

Cover (Front)
Common mistakes:
-- Company logo featured
-- No product benefits included
-- No headline

Tips:
-- On upper part of page use a powerful photo.
-- Underneath photo, lead with a powerful and
dominant headline. This should convey the
unifying theme of all your products. For example,
for a publisher of "how to" materials:
6 Ways to Beat the System
-- Under headline, prepare at least six to 12 sub
headlines as bullets. These should be intriguing
and compelling and include a catalog page number.
-- Make the front of your catalog look and feel
similar to a good magazine.
-- Include a price on the front, such as $6.95.
-- Do not include company logo (a "me" message)
on front cover.

Cover (Back)
Common mistake:
-- Little or no benefit copy. Many people read
back cover before the front.

Tips:
-- Use 6-12 bulleted sub headlines, each referring
to a page number inside. These should be prepared
as intriguing benefit-driven headlines, 17 words
or less.
-- Use lower portion for your return address,
leaving room for an address label and mail indicia.

Inside Front Cover
Common mistake:
-- Beginning directly with product information.

Tips:
-- Inside front cover include a personal welcoming
message from the President along with a signed
letter in process blue ink.
-- Keep letter personal, warm and exciting.
Short sentences, no more than 17 words. Short
paragraphs no more than five sentences. Avoid
like the plague long, boring, stilted language.

Order Form
Common mistakes:
-- Complicated, confusing offer
-- No benefits
-- Ugly, boring order form

Tips:
-- Keep it as simple and easy to complete as
possible.
-- Make it a pretty as possible.
-- Use a stock certificate border.
-- Include photo(s) of product.
-- Include two to three benefits of your product.
-- Never use words "order" or "form." Instead,
use one of these headings:
Free Examination Certificate
30-Day Free Trial Request
Fully Guaranteed Products
Your products will be shipped to you within 24
hours
-- Include phone, fax, e-mail and mail ordering
options.
-- Repeat biggest benefit of your products in
opening sentence.
-- Prepare copy in the voice of the customer.
-- If not using a separate order form, place
order form next to last page on the right-hand
side.

Important marketing and copy tips throughout
the catalog:
-- Test all headlines and copy in solo offers via
direct mail and space ads before inclusion in the
catalog. Use the best copy from your "controls."
This is crucially important. Many of my clients
had previously prepared catalog using untested
copy. When they changed procedures based on
my urging, their sales skyrocketed as much as
800%!
-- Never send a catalog to a prospective customer
who has never bought from you before. A catalog
is a great way to develop "back-end" sales. But
send catalog only to people on your database who
know you, trust you and love you.

The best way to sell new customers is via solo
offers. Catalogs offering more than one product
tend to confuse people who have never done
business with you.

-- Sequence of products within the catalog is
crucial. Position your hottest products on right-
hand pages. Start with biggest sellers, beginning
with page 3.

Use your contact information at the bottom of
every other page.

-- Include one to three customer testimonials on
every page beginning on page 3. Include full
name, city or town and photo whenever possible.

-- Make sure all copy is in the same voice.

-- Use larger photos of people and smaller photos
of your product.

-- Use attractive free gifts with a fixed cutoff
date, e.g. 60 days from receipt of catalog, as
a great way to induce rapid sales decisions.

-- Use "discount certificates," which give the
customer a great inducement to buy now. These
should also have a cutoff date, e.g. 60 days from
receipt.

-- The catalog can be mailed by itself or you can
insert very effectively in outgoing shipments.

It's amazing what can happen when you follow
the foregoing business model. Here are just a
couple of examples from my clients.

The largest personal development marketer in
America at first didn't quite believe the power
of my recommendations. At my urging they
prepared one catalog the old way and one my
way. The difference in results more than double
astonished them. Now they have a seven-figure
catalog business using the steps I've outlined.

Another client sold only by direct mail. They
didn't believe in catalogs. After three years of
my urging they finally produced one catalog.
They now are doing over $20,000,000 on their
highly profitable catalog sales program.

The beauty of direct marketing using the above
techniques has two other "hidden" benefits:

1. Your catalog is kept by many prospects for a
longer period of time than, for example, sales
letters. Thus, the sales cycle is much longer.

2. You avoid the tough task of getting someone
to open an envelope. Almost everyone will at
least open the catalog and look inside.

Use the above catalog tips without deviation.
I know you will earn greater profits and become
a far more successful marketer.

Your correspondent,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:32 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big. Bill Bonner
 
*** ''God is in the details''

Here is an easy-to-accomplish technique that will
boost your response rate in brochures, direct mail
and on your website.

The technique is to simply use yellow highlighter to
enhance your key words and phrases.

It's so easy. Yet it's surprisingly underused.

Done correctly, the key points you wish to highlight
really stand out. Plus, you make the copy far more
reader friendly.

Another big advantage is customers with short attention
spans can scan the copy and quickly pick out key
points. If the copy is well written, they will be
encouraged to read all the copy more carefully.

Why light yellow highlighter? The contrast between
black body copy (which is the only color you should
use for body copy) and yellow copy is greater than
with any other color combination. This makes what
you want highlighted stand out.

I also like how this technique increases the personal
"feeling" this gives the copy. The copy comes across
as though somebody actually sat down and highlighted
the key parts. And of course they have!

You can also boost readership in e-mail by highlighting
major points when you send the letter as an attachment.
But please be aware that not everyone can receive it in
that form.

Tip: Don't go crazy and overuse the highlighter.
That is the biggest mistake people make who try it.
Just highlight key words and underline here and there.
For example, highlight no more than 5% of the copy.
Reason? When you highlight everything, the emphasis
is lost. That means in a 1000 word message do not
highlight more than approximately 50 words.

Talk with your printer, who can help you create the
"hand-done" effect. On your website you can create
the highlighter using many standard software programs.
In reality it is quite easy to do. If you need assistance,
ask your software vendor, who is often a great help.

To greater success in all that you do,

Yours truly,

Ted Nicholas
www.tednicholas.com

Copyright 2003 Nicholas Direct, Inc

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:34 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Abstract: Once understood, it can propel you to an unprecedented level of happiness and success. You are the master--the author--of every single thought, giving you absolute control over your emotional state. Imagine for a moment how the power and control you would have in life if you could actually ''fool'' your subconscious at any time into the feeling you most desire! The experts tell us each and every moment the typical human being uses approximately 1,000 words in their ''self talk.'' Imagine what this can do to your emotional state if the majority of the words and thoughts are negative. Certain words can quickly catapult you from poverty to great wealth. Well-chosen words can persuade, lead, impress or attract people. Words have the absolute power to control your entire life as well as to make it meaningful and happy under any circumstances.

Full Article: The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big.

All thinking people know that every form of outer communication, including
writing, speaking and body language, is crucially important.

However, this issue deals with a topic far more important. It is about a
little known ''secret.'' You cannot be a successful communicator without
this skill. Once understood, it can propel you to an unprecedented level
of happiness and success.

As we think in words, the real key to success and happiness lies within
the words you choose for your "self talk."

The implications of this personal dialogue are enormous.

Why?

You are the master--the author--of every single thought, giving you absolute
control over your emotional state.

Imagine for a moment how the power and control you would have in life if you
could actually ''fool'' your subconscious at any time into the feeling you
most desire! This discovery changed my life. And, if you take it to heart,
it will also change yours.

Once you master the art of positive ''self talk'' it will no longer be
important what happens to you in life. What counts far more are the words
you choose to ''frame'' the event in your mind.

Most ''self talk'' is extremely negative. Indeed, it's rare to find a
person who is positive most of the time, as I'm sure you'll agree.

The impact of this negative ''self talk'' will, of course, severely hamper
or sabotage what you achieve in the business world.

A typical sales message that I create, such as an ad or sales letter, usually
contains at least 1,000 words. Contrast this with the number of words which
go through our minds during our inner dialogue.

The experts tell us each and every moment the typical human being uses
approximately 1,000 words in their ''self talk.'' Imagine what this can do
to your emotional state if the majority of the words and thoughts are negative.

Certain words can quickly catapult you from poverty to great wealth. Well-
chosen words can persuade, lead, impress or attract people. However, other
words can turn people off, sometimes forever.

I've been thinking recently of examples of what words can actually do in and
to your life.

Here is a short list of them.

Depending on the words you choose, you can:

 · Criticize or support your mate
 · Discourage or inspire a child
 · Be invisible to others or have others eager to talk with you
 · Pass judgment or accept a friend
 · Take for granted or recognize a valued employee
 · Feel the depths of despair or unlimited joy
 · Facilitate loneliness or passionate romantic love
 · Appeal to one's intellect or touch someone's heart
 · Make an enemy or a friend
 · Feel blue or joyous on a rainy day
 · Quit trying or never give up on motivating yourself to greatness
 · Accept someone’s erroneous judgment or ask for their love and support
 · See yourself as a hopeless failure or an outstanding success
 · Dream small or dream big and achieve either one you choose
 · Live in poverty or acquire anything you want in life
 · Feel constantly tired or full of energy
 · View yourself as a weak, unattractive person or as a handsome
or beautiful, healthy human being, and be absolutely right either way
 · Picture yourself helpless and defeated or as a successful entrepreneur
that cannot be denied
 · Persuade others to go to war or march for peace

In this newsletter and in my books, tapes and live seminars, I will do all
I can to provide you the actual Magic Words and phrases you need to
experience positive results.

Think of these Magic Words as a new language of success. They are not theory.
They have been tested and proven all around the world. Use them consistently
and you are virtually assured you'll get what you want nearly all the time.

You have an unlimited future. Choose the words you use, especially with
yourself, carefully and wisely.

Remember, it's not as important what happens to you as the words you use to
describe events to yourself. You can be in a mansion or even confined in
a prison and still be happy. You may remember this poem: ''Two men looked
through prison bars. One saw the night and one saw the stars.''

Again, it depends on what you choose to focus as you ''speak'' to yourself.

Words have the absolute power to control your entire life as well as to make
it meaningful and happy under any circumstances.

Kind regards,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 06:24 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

What is your most valuable business asset?

Why should you bother to spend your valuable
time learning the fine art of copywriting?

Here's why.

Entrepreneurs can multiply their income by 10, 15,
or even 100 times when they can write sales copy.

Plus, you can make big money as a freelancer. The
business world desperately needs copywriters. And
that goes for all media, including magazines, news-
papers, direct mail and the Internet.

There are at least a dozen good reasons to learn the
secrets of writing great copy.

** What Learning How to Write Copy
Can Do For You **

1. Earn unlimited active and passive income from
upfront fees and royalties on sales. Many of my
readers and protégés routinely earn from $150,000
to over $500,000 per year. Some superstars earn
over $1,000,000 per year.

2. Become a far more successful executive or
entrepreneur. Your leadership skills will be much
stronger as you discover how to "walk in someone
else's shoes."

3. Become able to successfully market virtually
any product or service. You can market yourself
or your own business. Or service outside clients.
Or both.

4. Improve your ability to create a powerful
Unique Selling Proposition (U.S.P.) for any company
product or service. You'll discover how to
differentiate your company or yourself, which will
result in a higher level of success.

5. Discover no less than 7 psychological "hot
buttons" that cause people to buy. Most marketers
have no clue as to more than one or two of them.
You then will increase your success by becoming
better able to predict human behavior.

6. Live a lifestyle of which others only dream.
Enjoy more personal freedom to live and work
anywhere in the world. You can write successful
sales copy from a beautiful island, a great city, a
small town, or in any country in the world that
suits you best.

7. By becoming more articulate, you will
automatically improve your negotiating skills.
This enormously valuable trait will help you in
your business and your life.

8. Improved communication skills can result in
your being able to produce a wide variety of
income-producing products. These include
books, newsletters, e-zines, articles and special
reports. You'll find it's rewarding in many ways
to earn money while you sleep.

9. As you sharpen your communication skills,
you can become a far better public speaker, a
terrific asset in any job or business. And as a
highly paid consultant.

10. Become more appealing to others. As a
copywriter, by necessity you will discover that
rare quality of being able to change places with
others. This makes you a more sensitive, likable
person.

11. To succeed in business, you must learn to
sell effectively and without pressure. You will
master the dying art of effective salesmanship.
Successful copy is salesmanship in print.

12. You’ll become a far better judge of other
copywriters you may wish to hire or be
responsible to manage.

** Writers are made, not born **

Contrary to popular belief, you do not have to
be a born writer. I certainly was not.

Effective copywriting can be learned by any
diligent person with average skills. Everything
I discovered about copywriting I found through
the time-consuming and expensive process of
trial and error. It took me 33 years.

Are there any shortcuts to learning copywriting
in a short time? You bet.

Your correspondent,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:12 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

My experience is successful entrepreneurs are great at
growing, creating and running their business. They have
to be to survive and prosper.

But entrepreneurs are really bad in handling what is perhaps
the most important financial matter of their entire lives.
Selling their business.

Many businesses are sold for too low a price. Or with little
or no money up front. Or to the wrong buyer.

When you think in depth about the matter, the reasons for the
poor results can become more understandable.

Three big reasons for the many horror stories of entrepreneurs
who sell out are:

1. Entrepreneurs have no experience at selling a business.
They are "babes in the woods."

2. Entrepreneurs are far too emotionally involved with
their enterprise. It's difficult to be objective about
your "baby."

3. There is no really good information of which I'm
aware on selling a business from the entrepreneur's
standpoint (that's the underlying reason for this article).

When I sold one of my early companies, I made nearly
every mistake you can possibly imagine. And I suffered
the consequences. These included too low a price, not
enough cash up front and the wrong, poorly chosen buyers.

But, as with all big mistakes, it became a great learning
experience I was determined not to repeat.

My biggest audience of readers and customers are
entrepreneurs. I know you are the "unsung heroes" of the
world. When you decide to one day sell, you deserve the
very highest check of your life. And lots of other
benefits too.

I'm going to reveal here how to avoid the pitfalls and earn
more money for your years of effort when you decide to
cash out.

**What about timing?**

When should you plan to sell out?

The very day you start your company!

Too many entrepreneurs have no "bail out" plan in place.
This is a huge mistake in my view.

No business is forever. All have cycles. Successful
businesses have a beginning, a big growth period which
tends eventually to level off or even decline.

Approximately two years before you want to sell out, I
recommend you begin the process.

Why two years?

My experience is to do it right, a completed company sale
usually takes from 16-24 months.

Here are the recommended do's and don'ts I recommend.

Do's

1. Get the accounting records in top shape. Retain a
CPA with a good reputation. Ideally you should
have available a certified audit done for the last
three years.

2. Find a reputable lawyer who has experience with
company sales, mergers and acquisitions, as well
as the tax aspects involved to represent you in the sale.

3. Interview at least three investment banking firms who
specialize in selling companies of your size to
represent you in the sale. Previous company sales
in your type of business is a plus. Pick the one with
whom you feel most comfortable. Discuss fees. A
typical fee structure is a 5% commission of the first
million; 4% of the second million; 3% of the third
million; 2% of the 4th million and 1% of each million
thereafter. Or the fee structure can also be the reverse,
with the higher % charged on the higher sales price.

There are also many other fee structures, some of which
charge a monthly retainer which can be deducted from
the final commission.

4. Insist that all potential buyers sign confidentiality
agreements before they can examine your books
and records.

5. The strategy of your investment bankers should be
to get three or more buyers to "bid" for your company.
This will help drive up the price.

6. Insist on one-third to one-half of the selling price
in cash. Assume the buyer will find a way to default on
the rest of the deal. And consider every dollar you get
beyond the down payment a bonus.

7. Check out the potential buyer(s) thoroughly before you
sell. Talk with other entrepreneurs who may have sold
their companies to the potential acquirer, suppliers, banks
and, whenever you can, former employees.

8. If at all possible, get personal guarantees from the
buyers' key principals.

Don'ts

1. Hide anything which may threaten the future of the business.
These items will undoubtedly be discovered during the buyers'
"due diligence" stage. The result of withholding important
information will be a lost sale or greatly reduced price.

2. Negotiate or even talk with any prospective buyer
yourself during the pre-sale stage. Refer any questions
to your investment bankers. Reason? No matter how good a
communicator you are, you are too close to the situation
to be objective. Plus, it's a much better strategy for you
not to become involved early on.

3. Discuss a possible company sale with employees too
early in the process. This will cause anxiety and be very
disruptive to your business. There will be time closer to
the actual closing of the sale. And many, or even all, of
your key people could possibly be retained by the buyer.

4. Accept an "earn out" for more than 50% to 66 2/3% of
the purchase price.

5. Act on 100% of the advice your lawyers and accountants
provide. Listen and consider what they have to say
within their own field of knowledge. But, remember,
most professionals tend to be poor entrepreneurs
so their business advice should be suspect.

6. Agree to sell to anyone you don't like or respect.
You will undoubtedly have to "live" with the buyer
for at least three to five years.

7. Agree to an employment agreement with the buyer
for more than three years, if at all. Rather than
becoming an employee, I recommend negotiating
for a consulting relationship that is limited to a few
days a month for one to three years.

**Finding the best possible buyer**

First, avoid the two most common mistakes which can have
disastrous consequences.

1. Mistake #1. Selling to employees. While it's
understandable that the seller wants to reward employees
for years of loyal service, selling the business to them
is usually a tragic mistake.

Why?

Employees with rare exceptions do not have the necessary
entrepreneurial skills. Otherwise, they'd be running their
own business, not working for you. When you sell to
employees, what usually happens is the business will be run
into the ground. You will be spending hours and hours of
time counseling employees. And you will not get paid.
Plus, you'll wind up with a near bankrupt business back
in your lap!

You have to face this fact. There is no way to completely
protect employees when a company is sold. For example,
the buyers may want to utilize their own employees,
not yours.

The best you can do for employees is to identify and
recommend your key people to the acquiring company.
And often they will be retained.

2. Mistake #2. Sell to your competitors. This is perhaps the
biggest mistake sellers make. At first, it seems so logical.

But, in reality here is what happens. Competitors don't
need many of the things you have in place. They
already have facilities, equipment, software, real estate,
and, of course, employees. Because of this, they will
discount the price you get for the business accordingly.
You'll wind up with far less money than you would
otherwise.

**Who is the ideal buyer?**

What you want to find ideally is a buyer who:

A. Is "hot" to get into your business for a variety of
their own reasons
B. Know little or nothing about the field of your
business
C. Has the cash to pay all or most of the price in cash
D. Has a good reputation
E. Desperately needs you during the transition
period of 3-5 years

Seek buyers which include private and public companies as
well as venture capital groups. These will pay the highest
price.

Of course, consistently profitable and growing companies
are the easiest to sell. But it is possible to sell an
unprofitable one as well, providing, of course, you find
the right buyer.

What about price? Of course this varies with the type of
business. However, businesses sold for 5, 10, and even 25
times earnings, or two times sales and more are not
uncommon.

Follow these recommended actions carefully. You will
markedly put the odds of a successful sale in your favor.

If you have a wonderful business, the good news is this.
There are far more buyers than sellers looking for solid
businesses.

For the biggest payday of your life, build up your business,
ride herd on expenses so that it is very profitable, and sell it
the right way.

The information I've provided you can literally put millions of
extra dollars in your pocket.

Please let me know how the sale of your business has gone
for you.

May you live long and prosper.

Best regards,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 11:37 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

Ralph Zuranski:  What are the qualities and attributes of a hero?

Ted Nicholas:  I think one of the things, that every hero that I've ever known has, is the terrific ability to communicate their ideas and their values.  The late Miss Rand had those qualities in great abundance.

Ralph Zuranski: Ted, did you believe that eventually your dreams would become reality?

Ted Nicholas: Yes, I did.  I remember speaking about my early dreams with my parents that I wanted to start a chain of retail shops, which I achieved.  I wanted to ultimately become, somehow or other, a best selling author.  I pursued both of those dreams and they came true.  During my late teen years and my early twenties, I was a great "letter to the editor writer." 

I enjoyed writing letters to the editor because I liked expressing my ideas on world and local issues and the like. I've seen the impact of my work.  You know, it's interesting.  People that are hearing and watching this interview should be aware of the fact that, and it's a beautiful fact and has helped me maintain my optimism and that is, that each person listening to us can make a huge difference. 

A lot of people feel that well, who am I.  I'm only one voice. Am I a voice in the wilderness and so forth and that's just not a good or realistic way to look at things.  Each individual has such power over other humans, such potential power. It reminds me of one of my favorite movies, "It's a Wonderful Life" with James Stewart.  The whole movie was dedicated, if you recall, to that whole concept of how one individual's life made such a difference.

Ralph Zuranski: Ted, in most people's lives, especially in the relationship between men and women, has your significant other, Bethany, had a big influence in your life?

Ted: She has had an enormous influence in my life.  She reminds me, from a value and integrity standpoint, of another hero, who was my grandmother.  Bethany is closest to my grandmother in character more than anyone that I have ever known and not in looks, of course, but in character.  She is a person who is tremendously loyal.  I am a great admirer of people who are loyal to people that they respect. 

She is so loyal to me.  She would, in effect, take a bullet, which I would of course never ask her to do. But she would do anything for me, to help me and just help me advance my work. She is not only a beautiful women physically, but she has such tremendous integrity that it comes out of every pore.

So, she has been a great influence.  In fact, we are together almost twenty-four hours a day.  To be honest, before I met her and we've been together for eighteen years, I didn't think it was possible to be in anyone's company for that long. Because I love people that I love, and like to be in their company, but at the same time, I enjoy my solitude and I like to, as you know, I write a lot of things and of course I need peace and quiet. 

But Bethany is the type of person that she can be right next to me at the next desk or in the next room and she knows when  I'm concentrating and she senses that it's time for a little peace and quiet and gives me the peace and quiet when I need it.  So, it's her integrity, her loyalty, her contribution. 

She's also the best editor that I've ever worked with, which is such a bonus because it's wonderful to be able to write things, you know and writers are not the best editors, and she can look at what I've done and make good suggestions and help with the grammatical portion of it and all of those very important things. 

She may even make suggestions at times on the whole sales message that I'm trying to put forth.  She has just been invaluable to me and then her support and all at the seminars.  She helps prepare all of my materials.  I prepare different materials for every single seminar.  No seminar is exactly the same, as you know Ralph.  Because questions bring out different material and I just like adding new material all the time in my seminars. I state things in a little different way at each seminar.  So, she's been a tremendous contributor in my work.

Ralph Zuranski: Ted Nicholas, do you have the courage to pursue new ideas?

Ted Nicholas: Yes, I do.  I've found that I'm a big believer in the concept of just going forward or a "ready, fire, aim" kind of approach to life.  So when I have an idea I think it through, and I write it down. I have my own technique. The old "Ben Franklin Technique" where I write down the pluses and minuses of every major idea that I pursue, and when there is an overwhelming amount of plusses and the negatives that I can think of, or the minuses that I can think of are not very big monsters, I do like to go forward right at that point.

Ralph Zuranski: Mr. Nicholas, did you ever create a secret hero in your mind that helped you deal with life's difficulties?

Ted Nicholas: First of all, please call me Ted.

Ralph Zuranski: Okay, I will.  Thank you.

Ted Nicholas: A secret hero, my hero, greatest hero, the greatest influence of my life was the late author, Ayan Rand, who wrote "Then Shrugged the Fountain Head." She has been my secret hero because she is a person of great integrity and she influenced millions of people.  As a matter of fact, I think her books are still, next to the Bible, the most influential book. For example, they are used by advanced students at universities.

Ralph Zuranski: Ted, I've attended four of your seminars and at each of the seminars, you’ve talked about entrepreneurs being your heroes.  Could you talk a little bit about that subject?

Ted Nicholas: Of course.  The entrepreneurs are heroes. It's not widely known, I'm afraid.  I wish it were. That entrepreneurs are heroes.

Ralph Zuranski: Ted, were you willing to experience discomfort in the pursuit of your dream?

Ted Nicholas: Absolutely.  I learned a long time ago that delayed gratification is necessary for every human being to achieve a lot.  For every hero that I've ever known, they have patience and willingness. They have a kind of an impatient patience, if you will.  I mean, if you ask me if I'm more patient or impatient, I would say that I'm more impatient, but yet there's kind of a deep patience in that I'm willing to keep trying and trying until I get the result that I want.

Ralph Zuranski: Ted, do readily forgive those who upset, offend and oppose you?

Ted Nicholas: That's a very good question.  I do now much more so than I ever did before.  I spent a good part of my life not forgiving people who had hurt me, both in my family and people that I interacted with through life, and I found out that that's just such a negative waste of energy and what I use are daily affirmations.

Because words, of all kinds, not only that you write and things that you hear influence you, but words that you say to yourself are a tremendous influence to your subconscious, which is even more powerful than your conscious mind.  So, one of my affirmations is, "I forgive the people that have hurt me in the past.  I presently forgive them for all of these things that they've done to me and for me."

Ralph Zuranski: Ted, what is your perspective on goodness, ethics, and moral behavior.

Ted Nicholas: Well again, integrity. It keeps coming to mind in the direction of these questions, which I really like.  I think these questions are really good.  To me, I think of an individual who exudes love for other human beings. Honesty, it just comes out of every pore and the willingness to help and to understand something I think few people understand. I spent a good part of my life fully integrating and understanding this and that's the difference between what I call positive selfishness and negative selfishness. 

A lot of people confuse the two in their thinking and how they deal with people. I think what we all can't wait to get away from are individuals who are negatively selfish, who in effect, are asking us to sacrifice ourselves for their interests.  For example, selling products or services to us when they have no concern for us, the end consumer, but they have concern for their interests.  That's negative selfishness and I'm totally opposed to that. 

On the other side of that coin and totally opposite is the person who is positively selfish, who is willing to work hard to create a product or service that is much more valuable to humanity and much more valuable to their customer than the cost or price. 

In fact, what I try to do in my own life is have all of my information products, books, tapes, and seminars to be at least ten times and just what I've seen in the real world, a hundred times or more valuable to my protégés or students or customers than whatever they invest in the products.  To me, those are parts to the question that you just asked me.

Ralph Zuranski: Ted, how do people actually become heroes?

Ted Nicholas: Well, I think you become a hero through mastering something, mastering the field that turns you on, the field in which you have passion.  To be a hero is not easy, but it well worth the effort.  A lot of people are looking for the easy way, the lazy way, and the shortcut way instead of realizing that there are no shortcuts in life.  You have to pay the price; you have to have self-discipline.  You have to do all these things. 

When I say that, I hasten to add, that self-discipline, in my opinion, is a highly overrated skill or quality of a human being.  People think that I'm such a great self-disciplined person and I am in many ways.  I am in many ways, but I think the best thing about self-discipline that makes it not so tough, and as a matter of fact remarkably easy, is that good habits in life tend to become good actions which tend to become habits. 

At first, it may be tough to study a certain amount of time each day or practice your skills a certain amount of time and you just keep practicing them until you just get good at what you do.  I, for example, have almost no natural skills in sports, but I have been able to accomplish a lot, to win a lot of tennis trophies and things like this more from just the effort and discipline that I put on myself.  It becomes a habit that then enables you to have the kind of results that you can have.

In writing for example, I don't feel that I was endowed.  I was always able to communicate fairly well, but I think that I've gotten better and better by practicing and by being an individual.  Also in speaking, I don't consider speaking and writing worlds apart as many people seem to think that those are to be.  I think that communication is communication, and I'm a very much of a studier of communication. So I study communication, and I get better at it and it becomes a habit.

So now, Bethany will ask me sometimes, my significant other, she will ask me, "Why are you working so hard? You could have retired a long time ago. Don't you think about slowing down or taking it easy?"  Well frankly, I'm so used to the pace and the kind of habits that I practice every day, part of me is afraid that I will lose some of those skills that I've worked so hard to develop unless I continue to do the things that I do. 

Again, it's such a habit that it's almost impossible to break.  Additionally, I'm an individual that has an addictive personality and I'm afraid to try things like drugs, because I'm afraid I might like them too much and become addicted to them.  So rather than do that, I addict myself, try to addict myself to things that are good for me, such as exercise, such as the kind of diet that I try to follow.  I don't do anything 100%; I think it's dangerous because it makes you an unhappy person. 

I think that ten percent of my diet is whatever I want to have. So, I think that if you develop the habits that are necessary for you to become a master, that's really the secret.

Ralph Zuranski: How does it feel to be recognized as a hero?

Ted Nicholas: It feels fantastic.  One of the things that it took me a long time to learn is the ability to accept a compliment when I feel the compliment may have some truth behind it. I know that what I do and how I do it is not a common attribute in a lot of people; I've worked hard for it.  It's nice to be recognized for those things. 

On the other hand I do it, and while I'm highly compensated, and I'm also a big believer in charity and that's a whole other subject, I'm highly compensated in what I do, which I'm not looking for, for personal spending in my life because long ago that ceased to be a problem, I like being recognized for what I consider the things that I admire in myself. I like it when others, who I respect, recognize it. 

I particularly like recognition as a hero from people who I consider my heroes, like entrepreneurs and others who are working hard to build their lives. So, I enjoy it and I want to keep doing what I'm doing better and better and hopefully be recognized for the rest of my life.

Ralph Zuranski: Ted, do you maintain your sense of humor in the face of serious situations?

Ted Nicholas: Well, I like to think that I do.  I think my sense of humor is a lot better when I'm not facing or not dealing with one of the more serious challenges in life. But I think even with a serious challenge, I keep myself whole and that I maintain a sense of humor at that point.

Ralph Zuranski: Ted, how are you able to overcome your doubts and fears?

Ted Nicholas: I am able to overcome doubts and fears by just trying and seeing the result.  I work very hard in seeing the result. I have read all of these biographies and autobiographies and they have influenced me; the greatest people in American business in the past, such as John Wannamaker, Milton Hershey, Bernard Gimble, and Henry Ford to name a few. 

I could see that these individuals had had a tremendous amount of setbacks and they somehow maintained their optimism even though they had had these enormous and incredible setbacks and failures.  What I wanted to do, in effect, was arm myself for the disappointments in life on the business side.  I wanted to make myself, in effect, failure-proof and to survive whatever happened to me because I did not come from a wealthy background. 

I came from a very poor background and I knew that I was going to have some setbacks along the way and that I would survive it and be okay.  So, a lot of people who have experienced those kinds of things in their lives have, through books, become some of my heroes. Because of them, I could develop that "failure-proofness" if you will, if there is such a word.

Ralph Zuranski: Ted, what place does the power of prayer have in your life?

Ted Nicholas: The power of prayer is an enormous influence.  I pray everyday and I can say with all of the conviction of my soul that every prayer on every major issue that I've had that involved me personally, my family, all the things that I love, every single prayer that I've ever stated, in my subconscious has been answered.  Every single one has been answered.  So, the role of prayer to my mind is extremely powerful.

Ralph Zuranski: Ted, do you take a positive view of setbacks, misfortunes, and mistakes?

Ted Nicholas: I would say 99% of the time I do.  I have to keep reminding myself of the principles that I so believe in, that I live my life by.  But, I would say yes.  Almost 100% of the time I do because I learn from my mistakes. I know that a couple of setbacks that I've had in business, like the one I talked to you about earlier where I had to close a business that was once so successful, you know.

I started twenty-one businesses before I started writing and nineteen of them were hugely successful. Two were not.  I know from those experiences that I learned much from my setbacks, what other people call failures, than from all of the other successes put together. So that being the case, I'm in effect insulated much more so than many people are with regard to setbacks and failures. 

I'm also aware statistically, since I've studied biographies all of my life of very successful people, heroes, real heroes in the world, that they've had far more setbacks and failures and successes.  So for instance, a lot of people know me for my copywriting, for my work, for my communication skills and even I, more of my ads do not work or do not close profits for my companies or my client companies. I have a very high batting average, but I don't have a 100% success record anymore than a baseball player goes up and hits a homerun every time they go to bat. When you are creating a message of any kind, whether you call yourself a copywriter, or you're a speaker or you're just a human being communicating your message with other people, you have to find ways or words and techniques to get that message across to other people in ways that's hearable to them and understandable by them. So, that's how I take that issue.

Ralph Zuranski: Ted, what principles are you willing to sacrifice your life for?

Ted Nicholas: Well, for the principle of freedom, I'm willing to put my life on the line to help people to be free.  I cherish personal and individual freedom in my life and I cherish it in the lives of other humans and of course, in all of those that I love, like my children and my grandchildren.

Ralph Zuranski: Ted, do you experience service to others as a source of joy?

Ted Nicholas: Yes, I do experience service to others as a source of joy.  It can be said in a lot of ways, but I like the law of reciprocity where I don't believe there is any negative energy in the universe when you put yourself out there and you help. You get back so much.  One of the great things you get back is feedback and evidence where you put forth your energy, your ideas; it comes back and rewards you. In that sense, it gives me a great sense of joy.

People a lot of times don't give you immediate feedback about your influence in their lives.  That's okay.  I know when I'm giving feedback.  See, this is one of the things that I like about giving the seminars that I do.  I endeavor to put more information into my seminars on marketing, communications, on copywriting than anyone else on the planet has done, or will do, or is willing to do. 

I know that I'm doing that whether the people in the audience, you know, it has often been said, "When the student is ready, the teacher appears." As long as I know that in my heart, but it makes it even more joyful when I get feedback from people who are applying the lessons that I'm putting forward in my work.

Ralph Zuranski: Ted, I would like to ask you a question.  What is your definition of heroism?

Ted Nicholas: Well to my mind, heroes are people who are masters of what they are doing and are individuals who have unlimited personal integrity.  As I travel around the world, there are not many people who, in fact it is a very rare talent to have to both mastered your craft and delivered it or served it or functioned in that craft with a sense of great integrity, concern with and for other people.  The ones that are the greatest heroes are the ones that are the most help to other humans along the way.

Ralph Zuranski: Ted, are you an optimist?

Ted Nicholas: I consider myself definitely an optimist.  I don't deliberately think, "Well, I'm not going to be an optimist or a pessimist." I do see things, to a large extent, through "rose-colored glasses."  At times perhaps if I err, it is on the optimistic side.

Ralph Zuranski: Ted, do you have a dream or a vision that sets the course of your life?

Ted Nicholas: Yes, my dream is that the whole world will be free, every country. There will be no tyrannies or dictatorships.  What has to happen in order for that to happen is the undiscovered heroes of this world, entrepreneurs in my judgment, if my work can influence entrepreneurs to even a greater degree that even I influence people now.

I have millions of readers, so I've influenced people a lot, but as my work spreads and as I continue hopefully to get better in refining my message, my dream is that I will be one of the people to help individuals all over the world to be free or more successful.  To just be one of the leaders in that direction, just turns me on; it keeps me going. 

One of the things that I am so excited about, every time I get letters, almost everyday, from people who give me credit for making such a big impact on their lives and for changing their lives and in many cases they deserve the credit. I don't, because they acted on my work or my ideas.  It just makes me feel so good and proud to be part of that process.

Ralph Zuranski: Ted, if you had three wishes for your life and for the world that would instantly come true, what would they be?

Ted Nicholas: Number one, that every single country got rid of their dictators so that everybody would be free.  Number two, that the individuals were free to become and interested in becoming entrepreneurs.  I believe that there is an entrepreneur in the heart of everyone, inside the fiber, inside the being of everyone and for more people to recognize the true heroes are the entrepreneurs who are creating the jobs. 

You know, 90% of all new jobs are created by entrepreneurs, not big businesses.  When people understand that entrepreneurship is the only real way to create wealth, not to spend by the people who create it, although that's part of the joy of it, part of the joy, but I think most of the joy is all of the great things you can do with it and charitable activities and your church activities, if that is what you are motivated to do with your wealth.  I just think that's a fantastic thing. 

The third thing that I would like to see people do is recognize that their number one asset is their health and when I look at Americans, 60% of which are obese and that's spreading like wild, that issue of obesity all over the world.  People need to realize that their life is finite, that they can extend their lives by being healthy.  We're within ten years of breakthrough, more breakthroughs where we will all live to be 120 years or more, barring accidents and that sort of thing.  So when more people recognize that health is a value that we are pursuing, they watch their exercise, their diet and they also learn that the mental food, what you feed yourself is so critical.  I would like it if 100% of the world were on that premise.  We would have even a better world if all of those three things happened.

Ralph Zuranski: Ted, when was the lowest point of your life and how did you change your life's path to one of victory over all obstacles?

Ted Nicholas: Well, the lowest point of my life, I've been very blessed that I haven’t had any real severe lows, I guess the closest I've come to the lowest point is after many years is when I started my first business at age twenty-one.  I was voted outstanding businessman in my state at age twenty-nine and I felt much honored. 

A couple of years after that, a long series of events, most of which were out of my control, I was in the candy and ice cream business at the time. Two of my many stores were bypassed and I lost a lot of volume.  I couldn't replace it because there were new toll roads that were taking the traffic away from my shops.  I started a franchise business and I basically had to close the business and it was very painful to me because some of my franchisees, some of my suppliers were hurt financially and although they almost all forgave me immediately for the circumstances that caused that, for me, I felt emotionally very low during that period. 

So I would say that is kind of the ultimate depth that I felt.  I felt that, rock bottom, that many of the things that I believed in and still do were, how do I say it, I questioned some of the things that I so believed in at those moments.  I had some questions; I had a lot of thinking and feeling to get through that period.

Ralph Zuranski: Ted, who are the heroes in your life?

Ted Nicholas: The heroes in my life are mostly authors of books and a few speakers and I will identify a few of them. Some are the business men who were the early pioneers in America.  I think that America is really the country that has shown that entrepreneurship, given free reign, can produce miraculous results. 

The early people, like Andrew Carnegie, Bernard Gimble, and Henry Ford and others that I've mentioned in other interviews that I've done with you are the ones that are my heroes, because they have shown me not only great accomplishment but that setbacks or failures did not dissuade them from ultimately succeeding.

But in addition, there have been a few seminar speakers that have been highly influential to me.  I was privileged, for example, to be in the audience of Napoleon Hill, before he passed away. He spoke from the platform and ultimately his books that I read were greatly influential to me.

Also greatly influential to me was the late Joe Cossman.  When I was in my mid-twenties, there was a fellow by the name of; I believe it was E. Joseph Cossman who wrote a book called "How I Made a Million Dollars in Mail Order."  I went to his seminar and what I was so impressed by, is here is this millionaire, good-looking, articulate fellow who was so interested in the audience and what the audience got out of his presentation that I made him a personal hero.

I had the wonderful privilege of speaking with him on the platform of a cruise that we were on. As a matter of fact, a marketing cruise in about 1998 or 1999.  I got to meet him and interact with him personally, and I was so pleased that he considered me one of his heroes. So it was a great relationship.

Other heroes to me have been sports heroes.  I've always been interested in physical things and sports and I've liked people like Bill Tilden, reading about him and seeing his videos. Great tennis players, I'm very interested in tennis.  Also baseball players like Babe Ruth have been tremendous heroes. 

Football players and also football coaches have been great heroes of mine.  My high school coach was such a hero.  He was Russell Coleman, who later became the principal of the school.  I had to be on a team and we were state champions in our particular division. He was just such a disciplinarian.  I learned the concept from him of "tough love." 

He was so tough, such a disciplinarian, but at the same time, he loved us.  He could be tough with us and he loved us.  I've tried to be in life, working with employees and all, to be loving with all my people but also expecting a very high standard. If the people were not living up to, not just my standard but a standard that they and I had mutually developed, if they didn't live up to it, I tried do be a executive or entrepreneurial leader that was like my coach. I learned a lot of that from my coach. 

Basically what I learned was that I could be kind and loving as well as tough at the same time.  So those were just a few of some of my major heroes.

Ralph Zuranski: Ted, who do you think are the heroes today that are not getting the recognition that they deserve?

Ted Nicholas: The first ones that come to mind, since we were just talking about children, are sports heroes. I think sports heroes are tremendous for children.  The people that are setting records, breaking homeruns, for example people  that are coming close to it like Sammy Sosa, and others who came here as immigrants. He seems to be a very kind and good person and a good parent.  I remember the retired John Elway, the former NFL quarterback and "Hall of Famer."  I think he is tremendous. 

I have had occasion to do some things for the Make a Wish Foundation that he was very much a part of and supporting them.  He is a terrific hero to look up to as a great NFL Champion.  I think the tennis players, some of the top ones, are wonderful heroes like the current number one, Roger Federer and Andrea Agassi who has just been a terrific influence on so many kids, so many young people.  So, many of the sports legends I feel are great heroes. 

Michael Jordon has of course influenced so many people from lower income backgrounds, because lower income kids tend to play a lot of basketball in neighborhoods and so forth.  He is a tremendous hero.  But then I think, also of authors again, who I think are terrific heroes. 

I think to be a children's author means that you are a special hero, because what I like about children and authors that write for children, like Rowling and others, is that you have to be a person of special integrity. Kids can see through dishonesty better than adults.  There's like a dishonesty filter and we adults can be more easily influenced by someone who may not have great integrity, but kids seem to see that. 

So the children's writers are terrific heroes for children, I feel.  Then of course, the entrepreneurs that are very good in the world are also very good examples in our lives.  Individuals who are thinkers along their own path and people who influence so many people are heroes, like Bill Gates for example, Richard Branson, and the publisher heroes that may not be as well known in celebrity status.  But, people like my friend Bill Bonner of Agora Publishing. 

He publishes pro-freedom and pro-entrepreneurial work.  Tom Phillips of Phillips Publishing and Bill Bonner are tremendous heroes who are helping to spread ideas.  So the idea spreaders, if you will, are tremendous heroes.  Just to name a few that I think are terrific are the people on the stage, who talk from the stage, who influence a lot of people, such as Peter Lowe, who is a seminar attendee of mine. 

He does the biggest seminars in America right now.  He is the promoter of Zig Ziglar and he is a very good speaker himself.  They are terrific heroes bringing heroes like retired General Schwarzkopf, for example to speak at his seminars.  I just think those people are tremendous heroes.

Ralph Zuranski: Ted, why are heroes so important in the lives of young people?

Ted Nicholas: Oh, heroes are crucial because they are the individuals that people consciously or subconsciously encourage us.  I think it's very important for young children to know heroes, the kind of heroes who are great. It is important for young children to know who the heroes are.  As parents I think the greatest thing that you can do is expose your child to very good heroes, excellent heroes, and top heroes.

Ralph Zuranski: Who helped give you the willpower to change things in your life for the better?

Ted Nicholas: Well, there wasn't any outside help. I had to develop my own willpower.  But again, my heroes are the authors of books.  I think that there are two basic ways to learn.  The best ways to learn are to discover information through books and in today's age, seminars and to utilize those things in your life.  So, when I went through the process of reading, studying, going to seminars and learning things myself, these people, these things helped me the most.

Posted by ralph at 09:35 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Clearly, you are attracted to the concept of
seemingly small things that make huge differences
on your success path. Otherwise you probably
wouldn't have subscribed to The Success Margin.

Well, I've got a powerful tip for you today that will
increase your success.

Imagine what your life would be like if you could
raise your creative ability by 27%. And all you'd
need to do is play some beautiful music while you
work!

Seem impossible? If you are a bit skeptical, I
don't blame you.

But hang on.

I'll prove it to you. You can be more creative than
you ever thought possible.

The best proof I can give you is to relate a recent
experience.

Here's what happened.

In May I conducted the Million Dollar Copywriting
Bootcamp in San Antonio, Texas.

Attendees included several highly experienced and
successful entrepreneurs and copywriters. However,
many participants had never before written a single
word of advertising copy in their entire lives.

Yet, before the bootcamp was over, every single
attendee, including the newbies, were writing
powerful copy at a professional level. Indeed, it
was probably some of the best copy I've ever seen.

During the bootcamp I presented exactly step by step
how I go about writing copy. To date, my approach
has produced over 4 Billion Dollars in sales.

I also created several copywriting exercises
specifically for the bootcamp.

One little known key I've never seen taught is how
to actually prepare yourself mentally and physically
to write successful copy that attracts sales like a
magnet.

I described how I play the music of Mozart in the
background while I write.

Why?

The effect of Mozart's music has been intensely
studied. It's been established that creativity in
nearly everyone is enhanced by a huge percentage.

But, it must be Mozart. Surprisingly, no other
classical composer's work produces anything
close to the "Mozart Effect." Not Bach, or
Beethoven, or Strauss. No one else's music
causes an increase in creativity.

What happened next was spontaneous. Frankly,
I did not bring any Mozart music with me. I didn't
plan to actually play music at the bootcamp. My
plan was to simply suggest doing so when the
attendees returned to their home or office. But
our photographer, Ralph Zuranski, did. He happens
to be a big Mozart buff.

I decided at the spur of the moment to play the
Mozart music before the second of three copy-
writing exercises. (The exercises were
copywriting assignments for three different products.)

The total result was absolutely staggering! I have
never seen anything like it. The difference in
quality between the two exercises was stunning.

I had originally planned to ask participants to
vote for the champion copywriter at each table.
But that was impossible.

When the participants began to read their copy out
loud, every single one was so incredibly good you
couldn't really pick one. Each was a true champion.

I've done hundreds of seminars since 1991. I've had
nearly all of the world's best known marketers and
copywriters in the world attend my events. Many
times people have written copy and read it out loud.

But never before have I seen 100% of the
participants create really terrific copy.

To what can I attribute this performance?

If I had to put percentages as the reason, I would
guess 25% was the particular makeup of the
participants. They were outstanding people.
25% was probably the unique format and exercises
I created for this particular seminar.

But 50% of the result was probably due to the
Mozart effect!

(If you, dear reader, really want to create better
wealth-producing copy, you really must get the
tapes to the Million Dollar Copywriting Bootcamp
when ready in about 30 days. You'll experience the
miracle live as it happened!)

Now the above may sound like a commercial. Well,
you can interpret it that way if you wish. But, you
really will be astonished and discover a new world
from what you see and hear. That I promise you.

In the meantime, I suggest you acquire the music of
Mozart.

I'm looking forward to hearing how Wolfgang Amadeus
Mozart helps you write better copy.

Your correspondent,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:25 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

In the next few moments you will discover how to
be a far more successful direct marketing
entrepreneur.

Today I'm going to reveal a powerful yet little-
known marketing tip that can increase your profits
100-fold.  This is not a misprint!

Nearly every entrepreneur, marketer and copywriter
I know makes a huge mistake.  Perhaps this includes
you.  

Every time you plan your marketing and advertising,
do you make an offer where you stress only the
benefits?  Do you focus only on what will be gained
by buying your product?

Does this sound familiar?  Whether you have a work-
from-home business, are running an internet
business, or run a medium or large company, if the
answer is yes, you are not alone.

As my friends in Australia say, "No worries mate."

I'm going to share a huge success secret today I've
never stressed previously.  Nor have I seen anyone
else do so before.

Before I unveil the way you can really make money
selling your own products, lest I be misunderstood,
I'm not saying "hope of reward" in your copy cannot
be a successful marketing strategy.  On the contrary,
in some cases it beats all other approaches.

Indeed, I often employ "hope of reward" and
"what you will gain" hot buttons very profitably.
And so do other successful marketers.  

Of course, the beauty of direct marketing in any
form is you don't have to guess.  You can evaluate
the result accurately through scientific tests.

Today's object lesson is that I've made perhaps
100 times more money for myself and as a marketing
consultant for clients worldwide pressing another
hot button.

The emotion touched is fear of loss.

**  Everyone really hates to lose  **

When you tell a prospective customer what they
will lose by not accepting your offer, a big
percentage of them will buy!

Here are a few examples of products, marketing
strategies and business types where I've pressed
this hot button and driven sales through the roof.

**  Information Products  **

Newsletter--The Trend Letter
Marketing strategy, beginning with the headline:
How to Stop The Competition From Eating Your Lunch

Book--The Complete Book of Corporate Forms
Marketing strategy, beginning with the headline:
How to Protect Yourself From Losing Your Possessions,
Your Home, Cars and Cash, All Because You Didn't
Window-Dress Your Company With the Right Paperwork

Book--Complete Guide To Asset Protection
Marketing strategy, beginning with the headline:
How to Make Yourself Judgment Proof

Book--How to Form Your Own Corporation
Without a Lawyer for Under $75
Marketing strategy, beginning with the headline:
Incorporate Yourself to Protect From
Personal Liability

**  Services  **

Small Business Incorporation
Marketing strategy, beginning with the headline:
Use This Incorporation Service Now Before the
Lawyers Prevent You From Doing So!

Government Contracts
Marketing strategy, beginning with the headline:
Get a Piece of the Government Giveaways Before
The Money Runs Out

**  Automobiles  **

Marketing strategy, beginning with the headline:
Only 7 More Custom Convertibles Left--Buy Now or
Lose the Opportunity Forever

**  Estates  **

Marketing strategy, beginning with the headline:
Get the Last Mansion Left Before Luxury Project
Is Sold Out

**  Retail Shop  **

Marketing strategy, beginning with the headline:
1/2 Price Sale--50% Off Designer Clothes While
Supplies Last

**  Restaurant  **

Marketing strategy, beginning with the headline:
2 Dinners For the Price of 1
Buy one dinner--Get the second Free
This week only--Expires on Sunday

**  Free Gift Bonuses That Help Induce a Quick
Buying Decision  **

Marketing strategy, beginning with the headline:
Only 117 Portable TV's Left--Get Yours Free
While Supplies Last

I could go on with many more examples.  However,
I urge you to study the foregoing.  Think about
your product or service.  Allow your creative
juices to flow.

Then do a direct marketing test.  Use online
advertising via e-mail, a direct mail sales letter,
postcard, or radio or TV commercial.  Create an
offer telling your prospective customers what
they will lose if they don't buy your product now.

Send 50% of a test group of customers your new
offer.  Send the other 50% of the test group your
present best "what they will gain" offer.

Then compare results.  I know from experience in
many cases your new offer will pull a far more
profitable response.

When this happens to you, I'd love to hear
about it.

Stay tuned for continued tips and proven
strategies that will increase your sales and
profits.

Your correspondent,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:27 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big. Bill Bonner
 
*** ''God is in the details''

Today I'm going to reveal some extremely shocking
information.

I'll also provide inside tips on how to avoid the
dangers inherent in any form of direct marketing.
This includes the Web, direct mail, space
advertising, TV and radio. Once you have this
unique know-how, you'll be enabled to triple your
sales and multiply your profits by tenfold or more.

Amazingly, you won't have to change a single
marketing element to achieve these results!

You have possibly considered this important
question:

Whom can you, a successful direct marketer,
completely trust?

The short answer is: NO ONE!

If you are surprised with this answer, I don't blame
you. Indeed, when I started out in direct marketing,
I foolishly trusted everyone. And lost a fortune along
the way as a result. I was naïve. But the hard-won
lessons taught me to know better.

Apply this hard-to-come-by information and you
will earn a fortune. And you will be saved from
bankruptcy as well.

Don't be surprised if your mailings pull three times
or more the previous response levels. And this is
without changing a word of the copy or offer.

Here is the real underlying problem. There is a
strong incentive for the less than moral to cheat for
virtually everyone involved with your direct
marketing process.

I don't mean to suggest everyone is dishonest.
Indeed, there are some notable honest and hard-
working suppliers who've worked with my
companies for years. But you have to know who
and what to look for.

Any one of the following can cause you to sink or
swim financially, as you'll soon see. These
activities include:

-- Printer
-- Lettershop
-- Post office
-- Mailing list
-- E-mail list

Let's look at the above challenges one at a time.

Then I'll provide the best solutions I've found to
cope with each of them.

(1) Printers. In ordering printed materials, such as
sales letters, envelopes, postcards, brochures, or
flyers, you must verify the final quantity for which
you are billed.

Reason? It's far more profitable for a printer to
print less than ordered and charge you for the full
quantity. For example, you order 50,000 brochures
costing 80 cents each. The total bill will be $40,000.
But if only 30,000 are printed and you still get billed
for $50,000, the printer will have an additional
$16,000 in income without any cost.

Think this type of thing is a rare occurrence?
Unfortunately, it happens all too frequently.
Sometimes it's an honest error. But in most
cases it is deliberate.

Solution: Either you or your representative
should be at the print shop as your job is being run.
You must verify and count the actual number
printed. Make sure the ordered quantity is put on
a truck which then goes directly to your place of
business. Or to your lettershop.

Or,

When you receive the printed material, make sure
the number of units received is counted before the
bill is paid.

If and when you discover any deliberate dishonesty
amongst any supplier, there is only one action you
can take. You must immediately cease doing
business with them forever.

(2) Lettershop. The lettershop's responsibility
normally includes inserting, sealing and postage
stamp and mailing. For example, let's say the quoted
cost of these elements inclusive of postage is 48 cents
per unit.

If the lettershop charges you for 50,000 units
but actually mails 17,000 pieces, here is the net result.
You are billed for 50,000 at 48 cents, or $24,000.
But if only 17,000 pieces are mailed, he can
potentially pocket the difference of $15,840.

And what you would lose in printing cost is not the
worst part. The sales and resultant decisions would
be entirely incorrect. Your revenue would be at
least 2/3rds less that what it should be. And, of
course, the loss in profits would be enormous.

Skeptical? Think this doesn't happen very often?
For example Gary Halbert, an old friend, seminar
attendee and well-known copywriter, reports this
result. After taking the above steps with the letter-
shop, his client generated more than three times
the previous sales results from a single major mailing.

Solution: When the printer completes the job, choose
one of these options:

(A) Have them deliver the job to you. Only
after confirming the count do you in turn take it to
the lettershop.

(B) Have a representative be at the lettershop to
verify that it's taken to the post office.

(C) Or you be there yourself.

(3) Post office. A little-known but well-documented
fact is there are large mailings which were never
processed but found in the dumpster. I personally
know one successful mid-sized company which
delivered a 250,000-piece mailing to the post
office. It was never mailed. It was found in the dump.
While the postal employees involved got into some
trouble, nevertheless the company had to file for
bankruptcy.

Many direct marketers feel comfortable that
they've gotten an accurate count of pieces mailed
if they have a postal receipt stating a given quantity.
But experience shows this is no proof at all.

If your printer or lettershop delivers a large
quantity (e.g. over 5,000 pieces) of mail to the post
office, postal employees will routinely provide a
receipt for what they are told has been delivered.
This can easily be two or three times the
quantity received. Postal employees normally
do not count each piece of mail. So, while you
have an official postal receipt given you by your
printer or lettershop, the actual quantity received
at the post office may be, and often is, much lower
than the stated number.

Solutions: Verify the amount of mail pieces
delivered to the post office. This necessitates
having an employee count the pieces and being on
hand when they are delivered or being at the post
office yourself.

Tip: It's strategically wise to make friends with your
local and regional post office employees and establish
good relationships.

Plus, do not make basic mistakes, as do many
direct marketers.

For example, do not deliver a huge mailing to
the post office at 10 minutes to 5:00 on Friday
afternoon and expect warm, friendly service.

Postal employees are human beings. It's wise
to consider them realistically, as important integral
human components of your business. And on
general principles, they deserve every courtesy and
consideration.

Tip: Make an appointment with your local post-
master. Tell him/her you are a professional direct
marketer. Give him a sample gift of your products.
Acknowledge your dependence on the good
service provided by the post office. Inquire about
what you can do to help make their job easier.

Ask which day of the week and which time of the
day would best suit their schedule to receive bulk
mail. Explain you'd ideally like to have most of
your mail arrive to its destination on Tuesday or
Wednesday, the days which will give you the best
response. Adhere to the guidelines you are given.

(4) Mailing lists. Of course, nothing will ever beat the
response you get from your own mailing list. These
are people who know and trust you. But next to your
own mailing list of prospects and customers, you can
generate lots of business using proven mail order lists.

What you should be looking for are mail order
buyers who have these characteristics:

(A) Recency—bought a product similar to
yours within the last three months

(B) Mail order buyers who bought through
a direct response medium such as print,
TV or Internet.

(C) Paid approximately the same price as
you charge.

When you ask for recommendations from a good
mailing list broker, they will happily provide
recommended lists. Plus, they will supply a data
card describing the mailing list.

Caveat. Over 90% of what's on the data card is
either completely untrue or overstated.

Solution: Do your homework. Before actually
renting an outside mailing list:

(A) Call a few previous mailers listed on the data
card and ask them to describe their experience
with the list. If very poor (for example a big
percentage of undeliverable addresses), stay away.
If the mailer is happy with results and has
repeated mailings, it’s a good sign.

(B) Ask the mailing list broker to provide you a
copy of the mail piece or ad which originally built
the mailing list. This is invaluable information.
You’ll better understand what kind of appeal
worked with them previously. See if the appeal
is compatible to yours. Or, you may be able to
change or modify your approach with outstanding
results.

(5) E-mail list. Everything that applies to a mailing
list also applies to an e-mail list.

However, there is one major difference.

Unless the e-mail list you are renting specifically received
the written permission of the customer to receive other
offers such as yours, do not solicit them with your offer.
If you do, you will be taking the huge risk of breaking
the rules of recent anti-spam legislation. Penalties for
each separate violation can be huge, running into tens of
thousands of dollars.

Solution: In most instances, rather than rent outside
lists, it's far better to build your own "opt-in" list on the
Internet. Plus you can make your products available
through affiliates who in turn offer them to their own
opt-in list.

"Trust but verify" former President Ronald Reagan
was fond of stating. I don't know if he is responsible
for the phrase. But I think this phrase can become
the basis of an excellent direct marketing policy.

Indeed, for many companies simply verifying that you
are receiving what you are paying for can be the real
secret to enormous prosperity.

Your correspondent,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:18 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big.
 
*** ''God is in the details''

More and more entrepreneurs and top executives
tell me they are interested in expanding their
businesses across national borders to other
countries.

Since I've been engaged in successful international
marketing for many years, I'm devoting this issue
to some insights I've gained up to this point in time.

(1) People in every country are more alike than
they are different.

While of course there are some cultural differences
that need to be considered, basic human wants are
nearly the same.

My copy and marketing strategies are successful in
dozens of countries and in every language. (My
copy is of course translated from English.)

Wants are the same. For example, people every-
where want to:

-- Gain personal freedom
-- Make money
-- Retire wealthy
-- Cut taxes
-- Provide a secure future for their family
-- Travel extensively
-- Start a business
-- Have financial privacy

(2) Providing the income level is high enough,
countries outside the U.S. tend to be easier places
to successfully market products, especially by
direct marketing methods.

The U.S. is, of course, a great place to market
products and services. But it's the most
competitive place in the world.

Let's look at direct mail. The average American
receives approximately 42 pieces of unsolicited
commercial mail (direct mail) per week. The
average European gets about 11 pieces.
The consumer just doesn't get much mail.

In the U.S. you have to be an excellent direct
marketer to succeed. Plus, you need to employ
well-written sales copy. In the rest of the world
it's easier to succeed with less powerful, and even
rather ordinary, direct mail.

But if you are a successful U.S. marketer and
advertise in a similar fashion elsewhere, your
odds of being a great success are enormous.

My ads and sales letters across the world tend
to do far better than in the U.S. It's wonderful to
experience the results in Germany, France,
Switzerland, Italy, Spain, Greece, Scandinavia,
China and Australia. You will undoubtedly be
delighted with sales results in these countries and
others as well.

(3) Opportunities exist, especially right now.
Most of the world has not yet awakened to huge
direct marketing opportunities. In many industries,
if you are aggressive, you can almost immediately
begin to dominate your market niche.

(4) Post offices everywhere tend to be efficient.
I must confess being surprised by this. Previously
I had assumed and expected to run into lots of
poor service. But at least to date, service has
been at least satisfactory, and even very good.

(5) If you offer credit to your customers,
Europeans in particular tend to pay their bills
faster than Americans. Thus, there are fewer
bad debt problems.

Unfortunately, more than anyone else, Americans
tend to borrow more than they can really afford,
causing a myriad of "slow pay" and credit
problems such as bankruptcies.

(6) American products and know-how, even if
not the highest quality, tend to be greatly regarded
positively everywhere in the world. People try to
emulate American products and lifestyle. If you
are a U.S. company, this gives you a built-in
advantage.

(7) In many countries marketing is erroneously
viewed by business people as an expense rather
than an investment. This fundamental error puts
such businesses at an enormous competitive
disadvantage.

You can easily out compete such businesses.

Enlightened business people clearly see marketing
as an investment. And as the real engine of cash
flow and profit.

Please note this important point. All other business
activities (namely production, research and finance)
while necessary, are cost centers.

That's why everyone involved in a successful
enterprise that will survive the next decade and
beyond must be fully aware and completely
supportive of the marketing function. Otherwise,
the business is doomed.

(8) To expand your business to other countries
successfully, you have many options. Or a
combination of more than one method. For
example, you can:

(A) Simply send well-written sales letters from
your home country to whatever country you choose.
(Mailing can be in English or another language
depending on, of course, your market, their language,
and the number of people fluent in English.)

(B) License or franchise others with your product,
know-how and copy in return for a licensing fee.
Usually this is a percentage of sales such as 3%,
5%, 10% or 20%.

(C) Outsource your mailings, call center, website and
customer service activities in whatever country you
decide to enter.

Caveat: Outsource services must be carefully selected
and monitored. Otherwise, you can experience disastrous
results.

(9) Legal Protection. An important consideration is the
protection of your intellectual property. This includes your
company name, product name, slogans and sales copy.
It's best to work with a good international lawyer
experienced in these matters to register your company
and product names as well as your copyrights and
trademarks where you intend to do business.

(10) Emphasis. When expanding, spend 80% of
your energy on generating sales and cash flow.

The main questions you need to answer are:

(A) What product has the best chance to sell in the
new market?

(B) What price tests should we conduct? (Choose
three prices--low, medium, high)

(C) What is the best media or combination test?
(Internet? E-mail? Space ads? TV? What?)

(D) What sales message should we use?
(If possible, choose one proven in another market)

While not to diminish the legal importance of such
items as tax, administrative and service functions, I've
seen many organizations put the cart before the horse
and emphasize the wrong things. It's vital during the
early stages you keep overhead and staff expenses
extremely low.

Once you are generating sales and cash, it's easy
to staff up for the services you will need.

Your international dreams will not come true with
the emphasis in the wrong places.

Moral of the story. As you internationalize your
operations, a little cash flow goes a long way. And,
the impact of the inevitable mistakes you will
undoubtedly make will be greatly reduced.

(11) Use multiple media. Do not embrace any single
media in your marketing activities, whether it's the
Internet, direct mail, print ads, TV, or radio. There
is no perfect media. And things are constantly changing.
For example, while I love marketing on the Internet, there
are some draconian laws as well as spam filters that can
even block e-mail your customers want to receive. The
most successful companies use a combination of online
and offline methods.

** Upcoming events **

-- On April 18-20 I am speaking for a half day at
Eurobiz 2004, the second annual European Development
Congress. The topic: PROSPER ON THE EXPANDED
EU MARKETS!

This event is for all direct marketers, but particularly
those who want to do business in Europe and the ever-
expanding EU. For details, go to:
http://www.Eurobiz04.com

-- On May 13-15 I'll be presenting "MY #1 WEALTH-
BUILDING MARKETING SECRET REVEALED" in
Las Vegas at FreedomFest 2004. This event is the
intellectual feast of 2004 where the world's best and
brightest authors, students, business people and
libertarian/conservative think tanks will meet, learn,
create and network. This non-profit organization
probably offers the best seminar value on the planet.
For details go to:
http://www.freedomfest.com

-- On May 21, 22 and 23, I'm conducting a special
three-day seminar in San Antonio, Texas, THE MILLION
DOLLAR COPYWRITING BOOTCAMP. This is the
first (and last) time I'm devoting the entire program to
copywriting, which is crucially important for any successful
marketer. I reveal the secrets of how I sold over $4 Billion
Dollars worth of products and services. For details, go to:
http://www.copywriterbootcamp.com

Your correspondent,

Ted Nicholas

Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
727-596-4966
E-mail: tnicholasdirect@aol.com
www.tednicholas.com

Posted by ralph at 08:36 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Every successful business at some point needs to hire
high-performance employees.

However, the performance of employees in most companies
is average to below average.

Just think about this for a moment. How would you grade
the employees of the companies with whom you do business?
I suspect the majority are low-performance types.

One fact is as clear as a bell. You can't build a great
company without great employees.

The obstacles to effective employee recruitment cannot be
overcome using conventional approaches.

Standard employee recruitment procedures are not very
effective.

I've tried every known recruitment technique. These include
employment agencies, ads and referrals.

While on occasion you can find an outstanding employee by
almost any method, by far the most consistently effective
are targeted display and classified ads.

Why?

For starters, most companies treat employee recruitment as a
personnel or administrative function.

I see employee recruitment as a marketing function.

Ads allow you to target the right prospects and market your
position, your company and the job opportunity. In contrast
to this approach, employment agencies seem to be more
interested in placing a "body." Instead, placing the right
person in the right job is what any smart entrepreneur wants
to do.

Plus, my style of help-wanted ads are so unique and different,
they tend to attract very special candidates.

Here is an example of a recent very effective ad I wrote for
a client.

Direct Marketing Superstar
Are you experienced in mail order marketing?
Growing company is looking for a special person
with experience for a dream job. You would be
involved in planning and executing front and
back-end sales programs, as well as handling
certain purchasing responsibilities. Please
send us a convincing letter, CV and salary
history in confidence to ___________.

This ad has brought a huge response of highly-qualified
people.

A key part of the ad are these Magic Words: "Please send a
convincing letter." I’ve found that the ability to sell oneself
is critical, especially in a marketing organization. Plus, if you
can't sell yourself, you’ll never be able to sell a product or
service.

You can "model" your ads in the same style as mine.

The next big challenge is to screen the numerous candidates
you are sure to get.

If the job candidate does not bother to include a personal letter
which answers the ad's requests, I give the application no
further consideration. Clearly, the person does not follow
instructions and may be too lazy, or not motivated enough
to respond appropriately.

You should be seeking people who can express themselves
simply and clearly. Such people are relatively rare.

I grade all candidates on a scale of 1 to 10 on paper, with
10 being the highest. Look for 9's and 10's.

Unfortunately, the experts tell us 83% of job candidates are
untruthful on resumes and job applications. They lie about
their salary. Accomplishments. Education.

As to educational credentials, request a copy of their grades
on the letterhead of the highest educational institution they
attended.

Before you invest time in a personal interview, you should
verify a few facts. Here are a couple of things I urge you
to do.

Call two or three previous employers of the 9's and 10's.

1.Verify the dates of services to the former employer
2.Verify the previous salary
3.Ask in confidence:
What are the candidate’s strengths?
What are the candidate’s weaknesses?

The above process will either encourage you to arrange a
personal interview. Or it won’t.

During the job interview, primarily look for the right attitude.
While skills are, of course, important, job performance is 80%
attitude and 20% aptitude.

Job candidates tend to get pretty good at typical job interview
questions.

Here are some questions I've developed that are far
more penetrating and help reveal the real person. They
also cannot be responded to with a rehearsed answer or
one the candidate thinks you might want to hear. Preface
these questions by stating, "We're not an ordinary company.
I'm going to ask you a few questions which are not typical
or ordinary. These questions will help me get to know you
a little better. There are no right or wrong answers. I'd like
you to answer them or not, as you see fit. Is that OK with
you?"

If the prospect says "Fine," then proceed with the questions.
(I've interviewed hundreds of people and never had a prospective
employee balk at the questions.)

1. When you are not working, how do you like to spend
your free time?
2. Do you have any hobbies?
3. What do you like to read? Newspapers? Magazines?
Books? Nothing?
4. What five books that you've read in your life have
influenced you the most?
5. Which single book has had the greatest impact on you?
Would you please share why?
6. In what job-related accomplishment do you take the
most pride?
7. Please describe the ideal job for yourself.
8. If you were supervising an employee who was not
performing to their abilities in your judgment, what would
you do about the situation?

The above questions will help draw out your candidates.
This may help you make the all-important hiring decision.

TIP: Hire slow. Fire fast.

For years, I did the opposite. I hired fast and fired slow.
If I liked them, that was enough. I'd give them a job.

With my example and training, I always felt I could motivate
them and salvage a non-performing employee. Don't do it.
This is a huge mistake.

While it's indeed possible to change, it does require a
commitment and action to do so. Most people are not
self-motivated or self-responsible enough to change old
patterns.

It's much more realistic as well as humane to place all new
employees on a 60- or 90-day probation period. If at the
end of the period it's not working out, you'll know it.
Deep down so will they. Usually the job just doesn't fit them.
This is part of life. At this point it's better to sit down,
gently terminate the employee and go your separate ways.
The longer time passes, it's much, much tougher for both you
and them to part company. Of course, as always, treat employees
as you do everyone--with dignity and respect.

Accept reality early. Your business will be more successful.
You'll be happier. You'll experience fewer sleepless nights.
And even your employee can perhaps learn from the experience
and go on to other things.

Hiring employees effectively is one of the most important ways
to create a fantastically successful business.

Look for and hire the very best.

Yours truly,

Ted Nicholas

P.S. "The secret to success, in life and in
business, is to work hard at the margin.
Relentlessly. It's as powerful as compound
interest, the eighth wonder of the world.
Those little marginal extra efforts will
inevitably grow into something big."
-- Bill Bonner

Little things mean a lot

"God is in the details"

Copyright 2003 Nicholas Direct, Inc.

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:39 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big. Bill Bonner
 
*** ''God is in the details''

The biggest obstacle to sales success is overcoming
a lack of trust. This has been true since man started
communicating to others about his wares.

The greatest challenge in all forms of marketing
is establishing credibility. If people don't trust
you, they will simply not do business with you.

In today's business environment, building
credibility may seem more challenging than ever
before.

Consumers are negatively influenced by
experiences they may have had or learned about
regarding mail order companies. The Internet. And
via telemarketing firms. The Enrons, Tycos and
WorldComs don't help either.

However, while many marketers are suffering
losses, there are positive actions you can take.

Here are eight ideas which can boost the
credibility of your offers. These actions may
well be your solution to greater profitability than
you've ever experienced before.

1. Use specific numbers (not rounded) in your
headlines. For example:
"I Have Incorporated 127,834 Corporations for
Successful Entrepreneurs Just Like You"
"17 Important Reasons to Form Your Own
Limited Liability Company"
"11 Big Reasons to Take Natural Vitamins and
Minerals Which Are Derived From Living Foods"
"9 Ways to Cut Fuel Bills Now"
"117,434 Mattress Customers Can’t Be Wrong"

Numbers are more than twice as likely to get
attention and be believable than broad general
claims.

2. Prove your claims. If appropriate, consider
independent experts, laboratory results, case
histories, examples, as well as patents and
trademarks to support what you say about your
product.

3. "Credentialize" yourself. Include relevant
information about your education, background, and
experience as well as comments from respected
leaders in your field.

4. Provide product details and history. Describe the
underlying reasons you were originally motivated to
develop your product and what customer wants and
needs were served then and now.

5. Include a list of customers. This is especially powerful
if you sell to other businesses. Other companies you've
had as clients can be very persuasive to a new prospect.

6. Always use testimonials. Nothing adds credibility
better than the heartfelt words from happy customers.
The more detail you include about the person who
provided the testimonial, the better. Name town, state,
or country. A photo is also preferable.

7. Offer an absolute "no quibble" money-back guarantee.
The longer, the better.

8. Reduce or reverse the risk. Add free bonuses to
your offer with a high perceived value to reward
immediate action. It's even better when the
perceived value of the bonus(es) is higher than
your offer price.

Use these techniques. The result will be to
dramatically increase your customers' trust level.
The result will be greater success for all your offers.

Warmly,

Ted Nicholas
www.tednicholas.com

P.S. For the most profitable marketing results,
should you use the Internet? Direct mail?
Space ads? T.V. and radio? A combination?
The answers could be worth a fortune to you.
There are just three seats available.
Reserve your space now at my upcoming
October 10-12 event, The Small Business
Success Summit, in San Francisco. I challenge
you to find a more profitable way to invest
your time and money! Call Joel Christopher
on his cell phone now at (210) 421-2467.

Copyright 2003 Nicholas Direct, Inc.

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:52 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big. Bill Bonner
 
*** ''God is in the details''

Most entrepreneurs are optimistic. But not necessarily realistic. Not surprisingly, they expect success with every action they take. But, that is not how the business world works.

For example, when most entrepreneurs run a single advertisement in a magazine, newspaper, or on the Internet, or send out a mailing, they are often shocked and discouraged at getting poor, or even non-existent results.

This view, while understandable, is completely unrealistic. It is a result of an attitude based entirely on flawed assumptions.

I'm perhaps the highest paid copywriter in the world. But no one, including me, hits a home run with every sales message.  I can tell you I'm thrilled when I bat 300% (3 out of 10) on new products and/or new advertising program. My high batting average earns fortunes for myself and my clients.

But, approached correctly, you can create great wealth for yourself with a far lower batting average.

Plus, I can't count the numerous advertising campaigns I've created that at first achieved poor results. Then, after going back to the drawing board and creating a new headline, or new offer, or new copy, turned a flop around into a big success.

Other hugely successful people experience similar results. Recently I spoke at Mark Joyner's conference in Los Angeles, ''Survival Strategies for Tough Times.''

One of my fellow speakers was Joe Sugarman. Joe is undoubtedly one of the most successful entrepreneurs in America. He is known as a world-class marketer and copywriter. He is best known for his BluBlocker sunglass infomercial that has run for years. And also for electronic products in his company, JS&A, heavily promoted in space ads and by catalog.

In his presentation, Joe commented as follows: “I’m thrilled if one out of ten of my ads work, because this one product and ad can earn me a fortune.''

In actuality, I'd be deliriously happy if just one out of twenty ads, mail pieces or Internet offers were a home run.

Please note the vast difference in attitude between myself, Joe and entrepreneurs who are looking for the quick, instant success.

Sugarman is the best example I know for a wealth-building attitude that underlies his incredible success. Providing you have quality products people want, over time the willingness to keep digging until you find something that is profitable never fails.  It's as close to automatic as you can get in the business world.  And it will work for you too.

You simply work the percentages. You test small, and then test again until you get a product and offer that works. Then you roll out big.

Bottom line. Don't be discouraged by a few flops.  Expect them. Honor them, as they are necessary. When you flop, just say ''next.''  Each time you are one step closer to success.  
The reality is that with new product and copy launches, there is no such thing as failure. You always get results. Plus, each test brings you critically important marketing information regardless of results.

Kind regards,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:29 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Are you fully prepared to markedly increase your margin of success?
A big key to dramatically increasing your income is simply learning how to prepare a powerful advertisement.

But, why should you listen to me? There are many self-appointed experts who say they can help you.

Also, there are numerous books on writing ads. Why not just read these?

The problem is very few of the book authors ever invested their own hard-earned money in trying to make an ad work. So, please be ultra careful in selecting an expert you can trust.

It's a matter of record that I've written and run more successful space ads in magazines and newspapers than anyone else in the world during the last 50 years.

Yet, nearly everyone I talk with thinks the real secret to my track record is compelling copy.

But, while important, it takes far more than powerful copy to make an ad highly profitable.

Today I'm going to discuss the behind the scenes of a successful ad.
I study advertising--my own and others--on a daily basis, as I'm always looking to improve my success margin. Based on what I observe in the marketplace, most direct marketers, ad agencies and copywriters do not have a clue about what I'm about to reveal.
Treat this information like solid gold nuggets. Because if you do, you will be depositing large sums of gold in your very own bank account!

Secret #1
Create a powerful headline. A good headline is the most important part of any ad. At least five times as many people read the headline as the body copy. You don't have even the slimmest chance to create a profitable ad without a super headline.

I write as many as 200 headlines for any product before I choose 3-6 to test.

Tip: Many copywriters spend 95% of their time and effort purely on the body copy. Don't do it! Spend 80% of your effort on the headline writing. The body copy to support the headline is the easy part.

Tip: Search for the biggest consumer benefit you can find for your product or service and incorporate this in the headline.

Secret #2
Put your headline in quotation marks. Why? Studies show a headline attracts 28% more attention in quotes.

Secret #3
Use a drop first letter. The first word in your ad should begin with a letter that is oversized and bolded. Drop the letter two to three lines.

Why?

Selling is a sequential process.

When the reader's eye is drawn to the left and to the first sentence after the headline, then the second sentence, etc., you increase the chances the prospect will read your copy in the sequence you prefer.

Secret #4
Begin the copy with a powerful opening sentence. This can accomplish several goals: 1. You amplify and reinforce the promise of the headline. 2. You set the tone for the offer. 3. The reader is induced to read the second sentence.

Secret #5
Talk about your prospect, not you or your company, in the copy 99% of the time. The reader is not nearly as interested in you or your company as they are in themselves.

Focus almost exclusively on the benefits to the prospect in your copy.

Secret #6
Use easy-to-read typefaces. In your headlines, I recommend using Times Roman or Ariel. In the body copy, I suggest a serif typeface such as Times Roman.

Tip: Do not use all capital letters. Use upper and lower case letters in your headlines. This means you start each headline word with a capital letter with each subsequent letter being lower case letters.

Tip: Use at least a 9-point typeface in your body copy.

Tip: Use black copy on a white background. Do not use white copy on a black background, which is harder to read.

Tip: Use justified left and ragged right layout.

Secret #7
Set your copy in three columns. The maximum width should not exceed 45 characters.

Secret #8
Break up the body copy with powerful sub- headlines. A good ad averages 3-4 sub- headlines per column.

These subheadlines should be strong enough so that readers with short attention spans can read the headlines, the subheadlines, and the coupon and have sufficient benefits to make a buying decision.

Secret #9
Use photographs or illustrations advantageously. Do not devote more than 1/3 of the available space to a photo or illustration. The copy is much more important. Remember, copy is king.

Tip: Use photo first on the page. Follow it with the headline, which ideally acts as the photo caption.

Tip: Caption every photograph. Do not assume the reader knows what or who the photo is about. They don't. Such assumptions are invariably wrong.

Tip: When using a large photo, make sure photo ties in to the benefit of the headline.

Secret #10 Use a coupon with a thin dotted line around the copy. Many graphic artists feel almost compelled to surround the coupon copy with a thick dotted line. This tends to draw the reader's eye to the coupon too soon in the selling process. Remember, selling is a sequential process.

Secret #11
Add copyright information to your ad. As and when you have a successful ad, some people will inevitably try to rip off your ideas.
While I'm not giving you legal advice, by adding the following you are in better position to stop infringers: © Copyright 2004 (you or your company name)

Tip: Often a cease and desist letter will get plagiarizers to stop illegally using your intellectual property and a big part of your livelihood.

I know the above information works. To say it can be worth a fortune to you is not an exaggeration. How can I be so certain?

Because I've tested every variation I could think of. I've flopped with so many ads, I finally learned what works. And perhaps more importantly, what not to do.

Additionally, many of my seminar attendees and readers, including some of the biggest names in marketing circles, credit my teachings for their successful ad campaigns.

If you want to save a lot of heartache, as well as money, do not listen to the advice of those self- appointed experts, especially on the Web, most of whom have never run a single successful ad in their lives.

Tip: I'm sad to say most advice from marketers, especially on the Internet, is wrong and without a basis in reality. Before you buy products such as books or tapes, or hire a copywriter, or take advice from anyone about marketing or copy, ask for at least a dozen examples of successful ads they've actually prepared and run. Plus three business references. If they are legitimate, they will be happy to provide this as the least they can do.

If these cannot be supplied, do not walk away-- run from such false prophets. Do not encourage them by buying their books and tapes either. They don't deserve your support until they first earn it in the marketplace.

Increase your margin of success in all your ads, mailings, brochures and catalogs with these tips.

As always, you have my very best wishes for increasing the success margin in all your advertising campaigns.
Your correspondent,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:00 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Today's topic is about two little-known action tips
that will help you succeed in the world's most ideal
business.

I know there is huge worldwide interest in what
constitutes an ideal business.

How?

When I first wrote about this subject in my news-
letter in the early nineties, I received more
feedback on it than any other topic.

What constitutes the ideal business?

1. Enjoys low overhead.

2. Products can be sold throughout the world.

3. Is portable—can easily be moved and operated
anywhere in the world.

4. Requires little capital or major investment in
equipment.

5. Enjoys high profit margins.

6. Has minimal labor requirements. Can be
operated with few or no employees.

7. Can be operated from home.

8. Is relatively free of government regulation and
control.

9. Is highly respected in the business community.

10. Sells on a cash basis instead of offering
extended credit.

11. Competitors cannot duplicate. Creation of
product is legally protected.

12. Is fun for you while satisfying your intellectual
needs.

13. Helps make the world a better place.

Self-publishing best meets the above criteria
for the ideal business.

Tip: Publishing unique, helpful information can
be an unbeatable marketing tool. Further in this
issue I'll show you how to use it successfully
for any business.

Let's briefly look at what self-publishers and
conventional publishers typically do when they
decide to market a book or special report.

1. The book is written, taking up to two years
of effort. Little or no thought is given to the
marketing process.

2. The title is decided by some editor often over
lunch in less than 20 minutes.

3. The book is published. Absolutely nothing
happens. This has been called "the calm before
the calm."

The book never sells out its first printing. (This
is the fate of more than 96% of all books published.
Is it any wonder!)

Here are the two most important actions I always
take. I recommend both as an indispensable part
of your action plan.

1. Write an ad to sell the book before a single word
is written.

Tip: The result is the eventual book will have the
best chance to do what it should--serve the readers'
self-interest. (Most books are incredibly dull and
boring and are an ego trip for the author.)

Plus, of course, you can use the ad to market
the book.

More than 90% of your time as a self-publisher must
be spent on marketing. For my book HOW TO
FORM YOUR OWN CORPORATION WITHOUT
A LAWYER FOR UNDER $75, I've written more
than 120,000 words of advertising copy. The book
has just 32,000 words in it. Sales are nearly
2,000,000 copies to date. The reason for all the
success is not the book itself, but all the marketing.

As Tom Watson, the late founder of IBM, said so
well, "Nothing happens until a sale is made."

2. Create a great book title. A book title is actually
a headline for the book. It's crucially important.
When I create a book title, I write a huge number of
potential titles. For my books HOW TO PUBLISH
A BOOK AND SELL A MILLION COPIES,
MAGIC WORDS THAT BRING YOU RICHES,
and HOW TO TURN WORDS INTO MONEY,
I wrote over 120 titles for each before choosing the
final one for each of these best sellers.

Best-selling authors like Harvey Mackay, author of
"Swim With The Sharks Without Being Eaten Alive"
and "Beware the Naked Man Who Offers You His
Shirt," invest about $60,000 in fees for an expert to
create each title for their books. They know how
important it is.

Tip: Here is a business-building blockbuster.
Regardless of the business in which you are engaged,
whether you market online or offline, you can use
books and special reports as free bonuses to build
your sales. Here are some examples of businesses
and the type of material they could publish that could
dramatically boost their business.

Real Estate Developer:
"Seven Easy, Low-Cost Tips Which Will
Increase The Value of Your Property"

Plumber:
"How to Stop Leaking Faucets Yourself
in Less Than 60 Seconds"

Architect:
"How to Build The Beautiful Home
of Your Dreams Below Budget"

Restaurant:
"How to Prepare Ten Terrific Gourmet
Meals in Less Than 20 Minutes"

Vitamin Distributor:
"Maximum Health Secrets
On a Minimum Budget"

Tip: Your information should be written in such a way
that it is (A) immediately useful to the reader, and
(B) you do not directly benefit in any way.

What you are seeking is a special feeling of
reciprocation on the part of the reader: "I got so
much out of this special report, when I think
about possibly availing myself of your type
of product or service, I will think about you first."

The result in increased sales will delight and
astonish you.

Stay tuned for more tips on self-publishing
success.

Warm regards,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:49 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

I've never seen or heard anyone identify the true
reasons for nearly all business failures.

Especially misleading in my view are university
courses and statistics published by the government.

The following article could be entitled,
"What They Don’t Teach You About Business
Failure at Harvard, Wharton or Stanford."

Here are the biggest causes of business failures and
how to avoid them as I see it.

1. Putting the product first, with marketing second.
This is the exact opposite of what's necessary for
success. Smart and successful entrepreneurs identify
the market first. Then they create and/or focus on
the product.

Tip: To succeed, you must find out whether people
actually want your product, can or will pay for it,
and how much. The very best proof is not a focus
group or survey but an actual market test.

2. Overemphasis on image. A fancy office with
high overhead or an expensive logo will do little or
nothing to facilitate success. And it could drive
you out of business fast, as many businesspeople
painfully discover.

Tip: Keep overhead low. Operate from a home office
or very modest one when you start out. Most of your
prospects and clients couldn't care less. Carefully
invest every available penny in marketing. This
dramatically increases your chances of success.

3. Bad business partnership. Many entrepreneurs
rush into partnerships with little knowledge,
communication, or diligence.

I submit that a business partnership is even tougher
to make work than a marriage. Most fail in
misery. And in bankruptcy. And if this isn't
bad enough, lifelong friends often wind up
hating each other and estranged forever.

Tip: Avoid partnerships completely if you
possibly can. But if you have strong business
reasons to form a partnership, make sure right
from the start you know your future partner's
strengths and weaknesses very well. And, most
importantly, clearly define in detail exactly
what you and your partner will be responsible
for in the business.

4. Business model is too complex. The best business
models are simple. Employees, customers, even
suppliers, should be able to immediately understand
the nature and goals of the business. For example,
"When it absolutely, positively has to be there
overnight."

5. The business attempts to pioneer a new product
or industry. Entrepreneurs are often attracted to
businesses that are pioneering a brand new product
or industry. (I personally must resist this tendency
as well.) While a precious few are successful, most
fail. Businesses that are radically different from
existing known businesses can even scare off
customers rather than attract them.

Tip: You can achieve extraordinary business success
when, instead of being a pioneer, you simply do
something far better, faster and/or cheaper than
existing businesses.

6. You and the business are driven into bankruptcy
by a lawsuit. You can be fully and personally liable
in the event of a lawsuit which goes against you. You
could lose all your assets, including your home,
savings, cars, etc.

Tip: Never operate a business without the protection
of a corporation. Operating through a corporation gives
you a "corporate shield." You actually keep your
personal liability limited to whatever assets you choose
to put into your business. Worst case, in the event of
a lawsuit simply fold your corporation and start another
one.

Talk with a good lawyer and accountant and
discuss your personal situation including tax aspects.
You can probably eliminate close to 100% of all
potential legal threats which could go against your
personal assets.

7. Divorce. Untold businesses come to a halt each
year when marriages fall apart. In many cases
financial disagreements wind up in court.

Tip: Before getting married, and no matter how
unlikely it may seem at the time, have a good attorney
prepare a prenuptial agreement which spells out
exactly what will happen in the event of a divorce.

Avoid the above pitfalls and the path to business
success will become much smoother for you.

Warm regards,

Ted Nicholas

Copyright 2003 Nicholas Direct, Inc

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:48 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

1. Poor Headline. Or what's even worse, no headline.
The most important part of sales letters is the
headline. Unless the headline immediately attracts
attention and generates interest, your prospect will
stop reading right then and there. This means you have
no chance--zero--to fulfill the purpose of the sales
letter, which is to make a sale. Your headline should
communicate the strongest customer benefit of your
product or service.

TIP: Spend hours, days, even weeks if necessary,
creating headlines. Create at least 15 to 25 and
test the strongest ones. I write as many as 200 to
250 before choosing two to four to test against each
other to find the most profitable.

2. Copy is full of "Me" messages. Some examples:
My products are terrific. My company is wonderful.
We've been in business for 15 years. We have a long
tradition of quality, etc., etc., etc.

So much advertising is full of this drivel. This is
all about you. No one in the world cares besides
yourself.

Your prospects want to know exactly what benefits they
will get from your products. In other words, if you
sell grass seed, don't dwell on what it's composed
of. Instead describe how beautiful their lawn will be.

TIP: Here is the fastest way to improve your copy.
Review the first draft of your copy. Eliminate all
these words--I, our, we, my. Substitute you and your.
I promise you'll be amazed and truly gratified with
the result. It's sure to blow your mind!

3. Copy fails to answer the question "What's in it
for me?" The process, of course, starts with the
headline. An excellent copywriting technique is to
prepare bullet points. These should consist of all
the benefits a buyer of your product will get.

Tip: Your benefits should be stated in headline
format. The secret of making benefits even more
powerful is to describe the benefit of the benefit.

4. Exaggerated Claims. Many copywriters and
marketers think the more astonishing your claims
are, the more persuasive. This is a fallacy. If a
claim is exaggerated, it seems and feels untrue.
You thus lose that all-important credibility.

Tip: First you should dramatize your advertising
claims with the help of short emotional words.
Then prove each claim. Expert comments and
testimonials can be a big help.

5. Confusing offer. So many sales letters do not
make a clear, easily understandable offer. The
result is few or no orders. Reason? When
consumers are confused, they don't act--they
do nothing. Confusion always breeds inaction.

Tip: Think through your offer very carefully
and write it down before you prepare a single
word of your sales letter.

6. Copy is too short. As the old saying goes--
the more you tell, the more you sell. Tell the
complete story of your product. Include every
benefit you can. Copy can never be too long.
Some of my sales letters are as long as 56 pages.
But you can be too boring. The biggest sin of
any copy writer, even in a two-paragraph letter,
is to bore the prospect.

Tip: The secret is to tell a complete story, but
in the fewest words possible. Eliminate every
single unnecessary word.

7. Large blocks of copy and few subheads.
Lengthy paragraphs without frequent subheads
make copy intimidating to read. This discourages
reading and response. Place at least two or
three subheads on each page. Plus, keep paragraphs
and sentences short. Paragraph length of no more
than five sentences or less should be your goal.
Some paragraphs can be one to three words.

Tip: When you write subheads, strive to make them
short and benefit driven. If the subheads are
well done, readers with short attention spans can
simply read the headlines and subheads and make
their buying decision on those alone.

8. No testimonials. Customers who rave about your
product or service are extremely effective and
should be included in every sales letter.
The words from the mind and heart of customers
build your credibility. However, most marketers
waste the potential impact of testimonials.
Common mistakes include using initials rather than
the full name, as well as omitting city and state
or country.

Tip: When getting written permission to use a
testimonial in advertising, also request a photo.
Most will happily agree. Photos help to add power
to testimonials.

9. No money-back guarantee. Your response to any
sales letter will be significantly higher if you
include a money-back guarantee.

Tip: The longer the guarantee, the more sales and
less returns or refunds requested. For example,
30 days works better than 10 days, 60 days works
better than 30 days, etc. A full year "no quibble"
guarantee works very well.

10. No P.S. The P.S. is the second most read part
of any sales letter. Many people read the headline
and then turn to the end of the letter to see who it's
from when they read the P.S. My strong recommendation
is to never send out a letter of any kind without
including a P.S. This includes personal letters.
Make it a habit from which you never vary. So when
you are writing to your mother, father or friend,
end the letter with a P.S.

Tip: When preparing a P.S. for a sales letter, a good
formula to follow is to simply restate the biggest
benefit of the product, the guarantee and the offer.

Extra Bonus Tip--The signature in any sales letter
is very important. When a prospect receives a
letter, they look at the headline, who it's from and
then the P.S.

A few tips:

1. Make sure the signer is given a title.

2. The signature should be bold and done
with a felt tip pen. Most signatures are shaky
and weak. They appear to come from someone who is
not proud of their letter but apologetic.

3. The signatures should be printed in process blue.
No other color--not black or red or purple or green.
I've tested other colors and none works as well as
process blue. Blue "feels" more natural to the reader.
Remember this. When you prepare a sales letter you are
asking the recipient to suspend belief while they read
your message. Your signature plays a big part in that
process.

Sincerely yours,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 10:21 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Here is the fastest, simplest, easiest thing you can do to dramatically increase sales.

When you have a successful sales message in any print or Internet format, such as a space advertisement, sales letter, card deck or web page, and want to take one action to increase sales, here is what you do. Simply...

Make it bigger. Make it bolder. Particularly the headlines.

The first thing you should do is to significantly increase the size of your headlines and subheadlines. Make them 2, 3, even 5 times as large.

If the typeface size in the body copy is below 9 point, increase it to 12 point.

Tip: Do not use larger than 12-point type for body copy. My tests show this should be the maximum size. However, with headlines and subheadlines there is no real limit to size that I've experienced.

When you blow up the size of words, you simply get more attention. It's like speaking confidently rather than whispering.

I have never increased copy size of a winning offer without experiencing a significant sales increase--as much as two and a half times the previous level of sales. And that is using the exact same copy I've previously used!

Presenting your headline in certain colors can also give you a big sales boost.

Tip: The magic of a red headline: Using bright red on the main headline along with larger size can also give you a dramatic sales boost.

However, the body copy should always be black. I've never seen another color other than black match its sales power.

Try the above. You'll be delighted with the result.

Kind regards,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:56 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

“The secret of success is to go from failure to
failure without any loss of enthusiasm.”
--Winston Churchill

With all due modesty, I have perhaps experienced
more marketing success in my own businesses than
any other person whose audience is entrepreneurs.

So then, does the subject of failure really belong on
these pages? My answer: Absolutely!

Indeed, I don’t know of a more important success
subject.

Reason?

I submit you can never succeed big until you first
discover how to fail. And that it’s OK, and even
desirable, to fail.

Plus, I’ve never seen or heard anyone talk about the
subject in a realistic way.

Lest I be misunderstood, I’m not advocating being
cavalier about any of your endeavors.

Indeed, doing all you can do to succeed in every
activity is the path to high performance.

However, let’s say you or a loved one fails a subject
in school. Providing you’ve applied yourself as best
you can, nothing terrible happens.

You can always take the class over or change
subjects.

Why spend endless hours punishing yourself or
others? It’s not fair. And it’s a waste of time.

First, I’m going to show how to develop “an
immunity to failure.”

I feel I’m eminently qualified to write about failure.
While I’ve been blessed with a success level beyond
my dreams, contrary to popular belief, in marketing
and copy campaigns I’ve failed at least three times
more often than I’ve succeeded. And this continues.
With new businesses of my own, my record is 21
successes and 2 failures.

My experience in direct marketing is not unique. A
friend, Joe Sugarman, famous for BluBlocker
sunglasses and one of the best copywriters ever,
states he is thrilled if one out of 10 marketing
campaigns is a success. And his prime audience is
consumers, one of the toughest to penetrate.

With copy projects for clients, especially for an
entrepreneurial or health audience, I have major
successes about 3 or 4 times out of about 10
attempts.

Here is the good news. If I succeed just 10% of
the time, I continue to earn fortunes for my clients.
And since I usually own equity in the company, for
myself as well!

Tip: The secret to marketing success—risk small
and “roll out” big.

Indeed, while they may not publicize it, every highly
successful person I know, whether an entrepreneur,
politician, or executive, fails far more often than they
succeed.

So do the world’s best athletes.

On your path to success you, too, will undoubtedly
fail far more often than you will succeed.

Here is the important point. It’s not your failures
that can cause you the problems. It’s how you react
to them that makes all the difference.

When many people experience even a single
marketing setback, such as an ad that doesn’t pull,
they get so discouraged and down on themselves they
never try again. Of course, it doesn’t have to be this
way. It’s a choice that’s within your power.

In Europe and Asia in particular a failure of any
kind, especially in business, is considered shameful.
Unfortunately, it’s even socially unacceptable.

For example, at least two entrepreneurs I know in
Switzerland didn’t succeed their first time out. Now
they do not even show their face at our tennis club.
They are too ashamed!

This aversion to failure keeps the vast majority of
Europeans from taking risks and becoming
entrepreneurs.

The most forgiving country in the world as to risks,

Copyright 2003 Nicholas Direct, Inc.

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:51 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

As a subscriber, I have some exciting news of which you
should be aware.

I invite you to experience what I believe is the most
unique form of excellent marketing I've ever been involved
with.

Imagine what you could do if you could market your product
on the Internet using the latest e-mail, audio, and visual
technology in combination!

Would this be a dream come true?

Suppose the whole thing could be put on "auto pilot" using
autoresponders.

What you can now actually experience is the future of
Internet marketing.

My co-speaker at my upcoming San Francisco seminar, Joel
Christopher, has launched a new marketing system. This has
just "gone live" in the last 24 hours. The Internet will
never be the same.

Here is how it developed. In the last 60 days, Joel and I
did three teleseminars with up to 1000 people on each call.

During the calls I answered all types of direct, penetrating
questions provided by subscribers. Subjects included
marketing, Internet marketing, and creating "killer" copy.
Plus all kinds of personal questions about me and my
lifestyle which brought out information never before
revealed.

Each day for 27 days you get a 10 or 12 minute segment of
these calls right in your e-mail. It's so powerful, it's
almost scary.

You wouldn't have subscribed to THE SUCCESS MARGIN
unless you were interested in gaining and keeping that all-
important marketing edge.

Experience this marketing program for yourself. You will be
gaining an insight into the exciting future of Internet
marketing. And there is no cost or obligation.

Just go to http://www.SmallBusinessSuccessSeminar.com
and click on the "OK Button" at the bottom of the pop-up box
which you'll see as you enter the site.

We guarantee that you'll marvel at this magnificent and
magical multimedia miniseries.

You'll start getting these segments immediately once you
go to http://www.SmallBusinessSuccessSeminar.com. Of course,
you can opt out at any time.

Yours truly,

Ted Nicholas
www.tednicholas.com

P.S. Please feel free to email this letter to a friend.

P.P.S. "The secret to success, in life and in
business, is to work hard at the margin.
Relentlessly. It's as powerful as compound
interest, the eighth wonder of the world.
Those little marginal extra efforts will
inevitably grow into something big."
-- Bill Bonner

Little things mean a lot

"God is in the details"

Copyright 2003 Nicholas Direct, Inc

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 01:55 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

"You may say I'm a dreamer..."
--John Lennon

The last Success Margin entitled "Wanted--
Employees seeking lifetime job security" produced
lots of feedback. Most was very favorable.

However, a few subscribers say I'm too "idealistic."
I must admit that at times this tends to be true.

One subscriber, normally a big fan, stated I'm "way
off the mark" on this topic. He writes:

"I gave my heart and soul to six major corporations
only to be fired. I saved five to 10 times my salary
for every employer. But they were still not happy.
They said, 'that's not the way we've always done
it.' And, 'that's not the way our competitors do it.'

"Major corporations don't like independent,
innovative, responsible, risk-taking maverick
employees, unless perhaps you're the CEO. What
they want are mindless, ass-covering, meeting
attending, yes-man robots who don't rock the boat,
don't upset the status quo, and don't make their
bosses look bad.

"So I started my own business, where my
independent thinking, motivation and dedication
are finally put to good use."

While I like and applaud this solution, I have a
different take on the nature of companies
comprising the business world.

There are two basic types of management styles.

The first rewards the best political type and are
not really interested in the most productive.

The second is desperately seeking employees
who think and function like entrepreneurs.
Sometimes called "intrepreneurs," such employees
help management build sales and profits or cut
costs in measurable ways. Their pay often includes
various "piece of the action" compensation plans.

More and more enlightened companies prefer hiring
intrepreneurs.

Definition: Intrepreneur--Functions very much
like an entrepreneur but does so as an employee
within a company.

Any reader who is currently working for the first
type employer is wasting their valuable life. You'll
never be fully appreciated or rewarded unless you
connect with the second type employer. (Or, of
course, start your own company.)

** Good alternatives to a "regular" job **

You don't necessarily have to be an employee to
meet your goals.

You can also operate as an independent contractor
or consultant. Indeed, many companies prefer it
as they do save money by avoiding the cost of a
typical benefit package.

Also, it's an indisputable fact now that people can
do their job outside a company facility. Many
companies are open to your working from home.
Or other locations you choose, such as an Internet
café.

As to my idealism, please be aware dear reader that
I can be of best help to you by NOT presenting the
world as it is. Anyone can do that.

I have a romantic view of things and I present the
world in an idealized way. As it can be and ought
to be.

Such a view may give you something that's worth
aspiring to. I can also assure you what I
recommend is often very practical. Indeed, it's
exactly what I do in my own business. And so do
many of my clients.

If you agree with my recommendations, you can
decide which parts you wish to apply to your
business life.

This writing style allows me to always be
completely open and forthright with you.

And since this is a free publication that doesn't
accept advertising, the only person I have to
please besides you is myself. And you can
subscribe forever, or as long as you feel it's
worthwhile for you.

** Getting the ideal job you really want **

Most applicants are terrible at seeking a job. It's
no wonder millions are unemployed. And many
are so discouraged they have lost all hope of
landing a position and are in the category of the
permanently unemployed.

What I'm about to share with you comes from my
experience on both sides of the desk. A job
seeker and a job giver.

First, some don'ts:

-- Don't send the typical boring resume to
 businesses you hardly know

-- Don't cold call. Cold calls have a very low
 success rate.

-- Don't communicate your goals. Your problems.
Your objectives. Your future. These are "me"
messages your prospective employer doesn't care
about. Your prospective employer is interested
in what's in it for him. This means his goals.
His problems. His objectives. His future.

** Don't apply for a job--campaign for it **

1. Select three to five prospective employers you
wish to target.

2. Get as much background on these companies as
possible. Sources of information can include the
library, the Internet, trade organizations, past and
present employees and competitors. If the
companies are publicly owned, you can get
financial information by calling and asking for
their latest financial statement. If the companies
are privately owned, you can often get a great deal
of information about them on the Internet.

3. After studying the background data, determine
what their problems, goals and opportunities might
be.

4. Prepare a letter directed to the person who will
be your boss and to whom you'll report. You must
sell yourself in this letter. Rewrite your resume
onto no more than two pages. Include your biggest
accomplishments in each job. Focus on how you
helped make or save money way beyond your
salary.

5. Convince him/her you can help them meet their
goals and objectives.

6. "Try me before you buy me." Offer to
completely prove yourself before becoming a
permanent employee by working for a month at a
low salary, or even free, so the employer is risking
almost nothing.

7. Include a good photograph dressed in
appropriate business attire and smiling directly
into the camera.

Ask for a personal interview. At the interview:

I. Dress in the type of attire the company prefers.
You'll find this out as you research.

II. Personal grooming is very important. Shower,
use deodorant, clean nails, shiny shoes.

III. Be confident, warm, friendly, but not overly
personal.

IV. Make eye contact.

V. Listen carefully and answer questions as
honestly as possible. Avoid overtalking.

VI. Act enthusiastic. But don't plead or beg
for the position you seek.

VII. There are no bad jobs. Be willing to start
at a lower position than you are seeking.
You'll prove yourself quickly. Cream rises
to the top.

Some of the toughest interview questions are:

-- Why should we hire you? Remember,
preparation is the key. Focus on helping to increase
revenue, cut costs, or both.

-- What is your greatest strength? Focus on one that
will help your prospective employer most.

-- What is your greatest weakness? Discuss a
work-related weakness you've overcome.

-- Where do you see yourself in five years? Project
a realistic position a few steps above the job you
are seeking.

--What salary are you seeking? Be open and honest
about what you'd like to earn after your 30-day
"tryout."

-- Why do you want to leave your present job? Be
positive, not negative. By all means, don't put
down your present employer.

-- Do you have any questions? Based on your
research, ask two to three questions maximum that
will show you've done your homework and that
you are interested.

Every successful employer is on the lookout for
superstar employees whether or not they are
advertising for new people. Approach them
correctly and you have a great chance you'll be
hired.

Happy job hunting. Please let me know the good
news about your great new job!

Your correspondent,

Ted Nicholas

P.S. Here is a recent review of my new book,
HOW TO TURN WORDS INTO MONEY.

"'How To Turn Words Into Money' opened my eyes
to the fact that words can 'make or break' a promotion.
Your advice on ads and sales letters made me realize how
simple it really is to craft an effective ad or letter--
if you follow the steps!
 
"Overall your book will be read and re-read many times!"
 
Mark Bond
Cary, NC

For comple te details, go to the following link:
http://www.turnwordsintomoney.com

© Copyright 2004 Nicholas Direct, Inc.

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:46 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

It's shocking to observe how poor the headlines are
in all media. The worst examples are on the Web. This
includes advertising as well as news stories.

It's incredible to me, right in the middle of the
Information Age, when it's more important than ever,
creating headlines has become a dying art.

Yet, headlines are responsible for 90% of the success of any
piece of sales copy.

Numerous times just by creating a new headline, I've turned
a loser into a winner. This is without any change whatsoever
in the body copy or the offer.

The headline is not just important to the marketer. It's
almost everything!

Whether the headline is on an outer envelope, at the top of a
space ad or sales letter, it must be strong, powerful and grab
attention.

The subject line in an e-mail letter acts like a headline
and should be treated with the same importance as in all
other media.

Here is what the late advertising legend, David Ogilvy,
had to say:

''On the average, five times as many people read the
headlines as read the body copy. It follows that unless
your headline sells your product, you have wasted 90%
of your money.''

There are five main reasons why a headline is so important.
It:

1. Attracts attention
2. Communicates a strong benefit
3. Appeals to the self-interest of the reader - Answers the
question: ''What's in it for me?''
4. Sets the tone for the offer
5. Selects the right audience

To underscore the importance of the headline on the outside
envelope, I'd like to take you behind the scenes for a case
history from which you can glean enormous benefits.

The following account has been generously shared with
the permission of my client, partner and friend, Dr. Reinhard
Hittich.

I had prepared a very successful sales letter for GreenPower
for Dr. Hittich's company located in Holland (I write the
copy in English and it's translated into German).

The product is called Spirulina Plus tablets, a plant-
derived nutritional supplement.

The successful headline, or ''teaser,'' original copy on the
envelope reads as follows:

''How You Can Defeat the Dangers of the Toxic
Environment in Which You Live''

Simply to try to beat the ''control,'' even though extremely
successful, I suggested we test four new teasers against the
above control mail kit on the outside envelope. Testing
new headlines is the easiest and potentially THE most
profitable thing you can ever do.

We would keep all the other elements exactly the same.
This includes the sales letter, order form, and reply
envelope without change.

Here are the new outside envelope headlines, or as direct
marketers call them, ''teasers.''

#1
Can a Natural Green Plant Miraculously
Prevent and Cure More Diseases
Than All The Artificial Drugs Put Together?

#2
Can a Green Plant Supplement Contain At Least Twice
The Nutrients and Health Power Of Any Vitamin Pill?

#3
What is Nature's Most Perfect Food?

#4
Shocking Health Facts About the Miracle Green Plant
Pharmaceutical Companies Do Not Want You to Know

Which of the above four new headlines or existing
headline (five total) would you pick as the winner?

I'll give you the results in a moment. However, before
you know the answer, to get the maximum benefit from
this exercise, think about which one appeals to you most
and why.

The good news is, in any form of direct marketing you do
not have to guess. You can test and make decisions based
on facts.

Here are the actual mailing results from this test.

Original Control Headline Percentage response 7.08%
New Headline #1 Percentage response 8.60%
New Headline #2 Percentage response 9.32%
New Headline #3 Percentage response 7.92%
New Headline #4 Percentage response 9.00%

What happened was extremely unusual. The winner was
number 2. However, all four of the new headline tests
beat the existing control, which was already extremely
profitable!

Dr. Hittich, my client, was not just surprised. He was
shocked beyond belief! He couldn't get over changing a
few words on the envelope would make such a huge difference
on the overall sales and profitability of the mailing.

Another way to analyze the importance of what happened is to
look at the numbers.

For every 10,000 pieces mailed using #2 (the new control)
the gross profit increase over the former control is $10,800.
The gross profit increase is 40% over the original mailing.

On 100,000 pieces mailed, the additional gross profit is
$108,000. For a major mailer, on a million pieces mailed
this is a cool $1,080,000.

Tip: Write down even hundreds of headlines before you get
ready to sell anything. Select four of the strongest ones.
Every time you do a mailing or e-mail letter, create and
test at least one headline against your original headline,
copy and offer, whether or not it's already working.

Can you now see how you are 17 words or less away from your
first or next million?

Why 17 words? Simply because only a handful of times have I
made a longer headline work in my experience.

Here's to better headlines and more success to you in all your
endeavors.

Yours truly,

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:00 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big.
 
*** ''God is in the details''

What is the underlying cause which may hold you back from the successful, fulfilled and happy life you dream about?
We've been told all our lives fear of failure is what stops us from major actions such as:

-- Telling the important people in your life that you love them
-- Starting a profitable business of your own
-- Writing a best-selling book (I believe there is at least one great book in every human being)
-- Founding a charity
-- Pursuing the romantic relationship you really want
-- Simplifying your life
-- Adopting a beautiful child
-- Creating a successful advertising program
-- Voting Libertarian
-- Changing jobs
-- Becoming completely debt free
-- Saving at least 10% of your income
-- Getting a second citizenship
-- Moving to a new exciting city in your home country or abroad
-- Speaking publicly on a regular basis
-- Placing a portion of your assets in another country
-- Getting into top physical shape
-- Feeling free to express emotions, including crying
** What do you fear? **

Do you fear disappointing your family or friends? Wasting your education? Poverty? Bankruptcy? Unemployment? Making new friends? Death? Insanity? Being isolated and alone?

These are all real human fears. Can these fears be attributed to fear of failure?

Fear of failure, in my view, is not the fundamental fear. I think the "experts" are dead wrong.

I submit that one underlying fear sabotages and blocks your success path. It's the ultimate fear.

Fear of success.

Consider this. Fear of failure is the fear of making mistakes and losing the approval of others.

Fear of success is not feeling worthy of all we are capable of achieving in life. This is a major self- esteem issue for everyone. It can be devastating in its consequences.

Suppose your achievements proved all your critics wrong? Then what?
Suppose you did have the guts to really go after what you wanted?
Suppose you didn't stop until you achieved the life of your dreams?
I had to overcome my fear of success before I made it in a big way.
My parents really did a number on me. When I shared my deepest dreams and goals, they tried to discourage me. I spoke of having a chain of shops of my own. Of becoming a millionaire. Of writing a best-selling book.

"Who are you to want to become successful, rich and famous," they would say. "You are just an average person from a middle-class family. Stop dreaming. Perhaps become a pharmacist. Or just get a good, safe, secure job. Work hard. Be content with your life."
My parents weren't trying to hurt me. It was their way of protecting me from disappointment.

But I overcame my fears. And so can you.

Imagine yourself independently wealthy. Being involved only with projects you adore. Traveling the world as you wish. Enjoying the friendship of brilliant, interesting people. And all the while keeping physically fit.

While most of the people in the world do not fully understand and may even oppose such a lifestyle philosophically, you confidently know your path is sound.

You can live your life for yourself. And those you love.
You can easily support your favorite charities.
And you can know deep down your way of life is the most benevolent way you can give back to this beautiful world.
The ultimate result? You will finally be free.
The fastest, most direct way I've found to over- come fear of success is through expressing a few daily affirmations. The secret is to say them out loud. You may feel silly at first. Initially you may not even believe them. But, I promise you, they work.
Affirmations are deceptively powerful. You can actually trick your subconscious mind, the real powerhouse of all our lives. Eventually you will change your belief system and accept them.
Here are six affirmations I recommend:

1. I completely forgive myself and others for honest mistakes of the past.

2. I will ultimately succeed and deserve all the benefits of my achievements.

3. My life in no way depends on what others think, say or do.

4. I will forge my own path and, if necessary, am willing to stand alone.

5. I will relentlessly pursue excellence and be all I can be.

6. I will find a way to give back.

To accomplish anything close to your potential, you must overcome your fear of success. When you do, there will simply be no stopping you.

With my sincere best wishes for your greater success,
Your correspondent,
Ted Nicholas

P.S. Success seldom rests on the big things. It's doing lots of small things well over and over. Success is in the margin.
© Copyright MMIV Nicholas Direct, Inc.

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:31 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The last issue of The Success Margin, "An Open
Letter to My Grandchildren," apparently struck a
deep chord in the minds and hearts of many readers.

There was a huge and favorable response. Plus,
requests to reproduce the article from subscribers
all over the world. This included friends and
clients, my own children, and grandchildren.

The most common comments were along these
lines: "Thanks for your inspiring thoughts;"
"I'm going to give a copy to my children
and grandchildren;" "Couldn't have said it better
myself;" "Loved it;" and "I wish I had this
information earlier myself."

There were also very interesting questions to
which I devote this issue. (In case you are a new
subscriber, you can get the previous issue by
visiting www.tednicholas.com)

Question: You refer to Ayn Rand as your favorite
author. What are the three most important things
you learned from her? And which of her books do
you recommend?

TN: Ayn Rand truly helped me deal with life more
effectively than any author I've ever read. A few
key highlights:

1. The true role of the entrepreneur in society.
And why they are the "undiscovered heroes."

2. The crucial difference between positive and
negative selfishness.

3. That I was not alone in my desire for individual
freedom in my own life.

I suggest you begin reading "Atlas Shrugged" and
"The Fountainhead" first. Undoubtedly you will
then want to read the rest of Ayn Rand's writings.

Question: Why do you favor majoring in History,
Philosophy and Psychology rather than business
subjects?

TN: I believe these subjects help provide a well-
rounded education. They help you understand how
people really tick. They also teach one how to
be a better thinker and writer--a must for anyone,
especially an entrepreneur.

Business subjects as they are taught in most
universities tend to be based on theory, not
real-world experiences, and because of their
impracticality, not useful.

Question: Other than your own business, what
do you consider the best investment? And the
worst?

TN: The best investment can be one of two
possible things. The first is well-located
income-producing real estate, such as a house
or apartment. You can produce a consistent
return on your investment of 10% or more.

The other super investment is shares in a
solid, well-managed company.

The very worst investment anyone can make is
a car, especially a new one. The value of your
new car investment drops by 20-30% or more as
soon as you drive it home. The value of the car
can often be less than what is owed if it's bought
on credit. Cars help keep many people living
paycheck to paycheck all their working lives.

I've recommended my "Mercedes Strategy" to
seminar attendees for years and have seen
remarkable and gratifying results for my readers.

Here is how the "Mercedes Strategy" works.

-- Look for a previously owned Mercedes, 5-10
years old. Logic: A Mercedes car is seldom
neglected, abused by its original owner, who
tends to be a conservative older person. Such
a car in good condition can easily last for 250,000
miles or more. Look for mileage under 100,000
miles. You can check dealer lots and newspaper
ads as good sources of leads.

-- Ask for the service records and permission to
bring a good mechanic to inspect the cars you've
found. Of course, agree upon what the inspection
will cost you before proceeding. Only if the
mechanic finds the car mechanically sound
should you proceed.

-- Negotiate a price. Make an offer. That's it.

Recently a seminar attendee and friend, Christian
Boucke from Germany, met us at our hotel in
Holland for lunch. He picked us up in a beautiful
white Mercedes sedan, which looked and rode
like a new automobile.

Christian bought the car the past year after
attending one of my seminars in Bonn. The price--
just $3,000! And he paid cash so he had no car
payments, for the first time in his life. His
friends and clients also loved this prestigious
car. They assumed it was new. He is delighted
with this lovely automobile.

Middle class people tend to buy the most new cars.
Compare the "Mercedes Strategy" with buying a
new car of any brand every couple of years.

The result: You become a slave to car payments of
perhaps $200 to $450 per month, most of which is
interest. Worst of all, it's a declining asset
all the while.

Buying new cars makes banks and finance companies
rich. And tends to keep the middle class person
broke.

Most new car companies, including Ford and Chrysler,
actually lose money on the cars themselves.
Meanwhile, they make a fortune in their finance
companies. Financing you is a very profitable
business.

Once fully understood, is this losing strategy
what you really want? You definitely can replace
the philosophy of the loser to that of the true
winners. A car is one of the best places to start

The poor and the middle class spend their entire
lives buying liabilities they erroneously think are
assets. One thing is certain. You cannot continue
the practice of putting your money in poor
investments if one day you want to become wealthy.

Question: How much money in the bank and
investments do you think a person should have
to be considered rich?

TN: Everyone has a different level of expenses.
You need an amount that earns enough in passive
income--which includes dividends, interest,
rentals and royalties--to maintain your living
standard without the necessity of working.

Working then becomes a choice, enabling you to
spend your time doing nothing at all. Or doing all
the things you love regardless of the income
produced.

Question: I have always considered buying a home
that I live in a good investment. Indeed, nearly
every extra penny I earn goes into my house.
What do you think Ted?

TN: I define an investment as an asset which pays
you a rate of return worth the risk. A home
investment usually does not meet this standard.

I believe you need a dose of tough love. Buying a
home in most cases keeps the great middle class
forever broke.

However, to be fair, a house can be a decent
investment in some instances. For example, if
you buy a home for $100,000 with a $20,000 down
payment and sell it for $200,000 five years later.
But, of course, this result is not certain. And
many experts feel home prices in most of the U.S.,
Europe and Asia are so overpriced they are in a
house "bubble." There is at least a 50/50 chance
the market will crash.

But even in an ideal scenario, during those five
years you own the house before you sell, if you
don't make payments on the home, who then owns
the house? The bank does, not you. Correct?

Even if you make house payments and don't pay
real estate taxes, who then owns the home? The
state, not you. Correct?

To compound the problem even more, what do most
people do when they get a raise?

They buy a bigger house with an even bigger
mortgage. And they are still living paycheck
to paycheck. And this vicious cycle continues
forever. The home buyer stays in debt permanently.
The only real winners again are the banks and
finance companies.

The real killer of wealth for the average person
is debt. A financially literate person should take
the necessary steps to get out of debt as soon as
possible.

John Cummuta, one of my seminar attendees, offers
the best program I've seen on getting out of debt.
It's published by Nightingale-Conant and is called
"Transforming Debt Into Wealth."

The rich have a completely different philosophy
about buying houses, especially when they are
getting started. They don't buy single-family houses.
Instead, they invest in a duplex or triplex residence.
They live in part of their building. They collect
enough rent to meet and often exceed their mortgage
payment. So they live rent and mortgage free.

Their investment in a home produces income rather
than expense. Such a strategy meets the definition
of investing.

Instead of working and trading time for money, your
home investment is working to provide income for you.

But most people today are in a precarious shape
financially. They are getting deeper and deeper
in debt. They place even bigger mortgages on their
houses to buy the things they want.

Indeed, during the past 12 months, the savings rate
of Americans at 2.4% was at the lowest point since
the Great Depression.

However, personal bankruptcies were also at an
all-time high. But the real bankruptcy is not just
financial. It's when consumers buy into the wrong
philosophy.

Politicians, including President Bush and Alan
Greenspan, are urging U.S. consumers to spend,
spend, spend to make themselves and America
rich. This message is so erroneous and outrageous
it borders on being criminal. They do or should
know better.

In your heart of hearts, does living on credit
seem like a path to great wealth to you? I can
assure you, no one in history has ever gotten rich
this way. And never will.

There is only one certain path to wealth. You will
get rich by making and supplying goods and services
that other people want to buy.

The old virtues--saving money...hard work...
discipline...good marketing--that's what it takes.
And this will always be. Yesterday, today and
tomorrow.

Question: What's the very best way to make
BIG money?

TN: Without a doubt, it's in a business of your own.
It's the only way in the world you can actually
"manufacture" money.

There is no other way. You can start a small
business with an idea, little or even zero capital,
and in a short time be earning hundreds of thousands,
even millions, of dollars each year.

Question: What's the very best investment you can
make?

TN: Yourself. Real-world education. Books, tapes
and seminars can supply you with knowledge no
one can take away. You can become a master in any
subject you choose within three years just by reading
one hour per day. And a world expert in five years.

But, you've got to think and act on our own. Most
Americans and Europeans are becoming non-readers.
Instead, many sit passively watching an average of
25 1/2 hours of TV each week. I'm not disparaging
TV. It can be a great educational medium, too.
But you must select programs carefully or you
waste the biggest and most valuable asset we all
have equally--time.

Clearly, it's far better to spend your time reading
and listening to the best minds in the world in books
and tapes by people who really "walk the talk."

Plus, you don't have the time in your life to make
all the mistakes and acquire all the knowledge you
can gain from all those who are willing to share
theirs with you.

Question: You recommend learning how to sell
as key to small business success. But why is the
word "sales" so negative in many people's minds?

TN: Lots of reasons. First, many high-pressure
"boiler room" types give the profession a bad name.
Plus, lots of films depict characters who are the
worst examples of salespeople.

The reality is this. The most successful people
I've known, including many multi-millionaires,
are almost 100% just the opposite of the above
stereotypes.

Sales and marketing superstars are usually great
listeners, warm, humble, and down-to-earth. They
learn how to communicate intelligently in a "no
pressure" manner. They understand that if any
buyer is pressured and regrets their purchase,
they will not ever become a loyal, lifelong
customer.

Loyal, long-term repeat customers is
where the real money is.

Super salespeople are also scrupulously honest,
for they know their reputation is their biggest
asset.

Don't listen to those who disparage salespeople.
Instead, learn how to sell like an ace. You'll
live like a king.

As you begin to achieve your entrepreneurial
goals with the right philosophy, your long-term
success is inevitable. But please understand
what approach to improvement can give your life
the most excitement, meaning and fun.

The relentless pursuit of excellence.

Your correspondent,

Ted Nicholas

Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
727-596-4966
E-mail: tnicholasdirect@aol.com
www.tednicholas.com

Posted by ralph at 10:38 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

The secret to success, in life and in business, is to work hard at the margin. Relentlessly. Those little marginal extra efforts will inevitably grow into something big.
 
*** ''God is in the details''

Would you like to have a strategy for your business
that can't miss?

Here is the most powerful business strategy you
could ever employ. It's also the simplest.

Provide a quality product or service at a price lower
than your competition.

It's so fundamental, it amazes me it's not discussed
more often in university classes, books and business
seminars.

Lowering costs is perhaps the most important reason
free enterprise is by far the most beneficial economic
system for consumers.

But to succeed in a big way, there is another factor
beyond price. You must also add one or more special
"twists."

Two of the companies I've founded are prime examples
of the "lower cost with twist" principle.

Enterprise Publishing Company's most successful product
ever is my book "How to Form Your Own Corporation
Without a Lawyer for Under $75" with sales of nearly
two million copies.

The "twists":
A. Slashing legal fees
B. Tear-out forms included right in the book

The Company Corporation, which I founded in 1972 and
sold in 1991, has become the largest incorporator of
businesses in the world, with over 300,000 clients.

The "twists":

A. Lower cost than any major competitor
B. Faster service-"incorporation in seven
minutes or less"
C. No lawyer necessary

Other examples of successful major companies which
built their empires on reducing costs and their "twists"
include:

COMPANY: Dell
FIELD: Computers
TWIST: Direct sales to consumers; custom built

COMPANY: Wal-Mart
FIELD: Department stores
TWIST: Low prices every day; wide variety

COMPANY: Southwest
FIELD: Airlines
TWIST: No frills; excellent customer service

COMPANY: Office Depot
FIELD: Office supplies
TWIST: Wide variety; larger stores; good
display, excellent customer service

COMPANY: Hampton Inns
FIELD: Hotels
TWIST: Money-back guarantee

COMPANY: McDonald's
FIELD: Restaurants
TWIST: Fast service; cleanliness

COMPANY: Toys R Us
FIELD: Toys
TWIST: Well-merchandised; wide variety

COMPANY: Book-of-the-Month Club
FIELD: Publishing
TWIST: 4 books for $1

COMPANY: Mary Carter
FIELD: House paints
TWIST: Buy one can, get one free

COMPANY: Geek's on Call
FIELD: Computer service and repair
TWIST: Great service

COMPANY: Ford Motor Company
FIELD: Automobiles
TWIST: Assembly line production

COMPANY: Standard Oil
FIELD: Gasoline
TWIST: Neat stations; clean restrooms

COMPANY: Select Information Exchange (SIE)
FIELD: Newsletter
TWIST: Five subscriptions $19

COMPANY: Charles Schwab
FIELD: Securities
TWIST: Discount brokers

COMPANY: Career Track
FIELD: Seminars
TWIST: One-day events

COMPANY: Ted Nicholas
FIELD: Seminars
TWIST: High value, high content; money-back guarantee

As a consultant and copywriter, I've always tried to make
dealing with me a bargain.

I charge a minimum monthly fee, plus equity in the
business. In every case I've ever been involved with,
the increase in sales and profits plus equity built up
for the client exceed and overwhelm the investment in me.

My seminar fees of $5,000 to $15,000 per person may
at first seem on the high side. Of course, everything
is relative. Many attendees who have earned hundreds of
thousands of dollars, even millions, based on what they
learned from me will testify to their value.

What can you do to create a low-cost business with a
powerful twist in your chosen field?

Answer this question and the result will be a successful
future for you that will exceed all your dreams.

Your correspondent, twisting the night away,

Ted Nicholas

Ted Nicholas
Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

Posted by ralph at 08:15 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

''God is in the details''

Newsletter Editor: "THE SUCCESS MARGIN." A free e-zine, Ted Nicholas shares secrets of his direct marketing success which made him a millionaire.

Accomplished Public Speaker: Holds seminars in Europe and in the United States on direct marketing and self-publishing. Attendees happily pay up to $7,500 to attend and feel they've gotten far more than their money's worth.
President: Nicholas Direct, Inc. Ted Nicholas' own company, which markets his books, audio and video tapes, newsletter, seminars, as well as other information products.

Founder of 22 companies, including: Peterson's House of Fudge; Entrepreneurs of America, a national association providing a resource network for entrepreneurs; Enterprise Publishing, a national publisher of "how to" business books and products, later sold to Dearborn Publishing; The Company Corporation, highest volume registered agent and trademark service company for over 120,000 companies.

Author of Many Bestselling Books:
HOW TO TURN WORDS INTO MONEY
MAGIC WORDS THAT BRING YOU RICHES
HOW TO FORM YOUR OWN CORPORATION WITHOUT A LAWYER FOR UNDER $75
HOW TO PUBLISH A BOOK AND SELL A MILLION COPIES
COMPLETE GUIDE TO CONSULTING SUCCESS
THE GOLDEN MAILBOX: HOW TO GET RICH DIRECT MARKETING YOUR PRODUCT
SECRETS OF ENTREPRENEURIAL LEADERSHIP
THE COMPLETE BOOK OF CORPORATE FORMS
THE COMPLETE GUIDE TO "S" CORPORATIONS
THE COMPLETE GUIDE TO BUSINESS AGREEMENTS
43 PROVEN WAYS TO RAISE CAPITAL FOR YOUR SMALL BUSINESS
EXECUTIVE'S BUSINESS LETTER BOOK
HOW I SOLD $200 MILLION DOLLARS WORTH OF PRODUCTS AND SERVICES

Consultant: To entrepreneurial companies who retain Ted Nicholas for help in marketing their products and services.

Media Credits: "Good Morning America," "Today," "Oprah Winfrey," "Tom Snyder," and "Joe Franklin" TV shows. Also interviewed on hundreds of radio shows and by newspapers and magazines throughout the world, including: "Morning Live," WCEO; "Nightly Business Report" on WPBT; "Business Day" on the Business Radio Network; "Money in the Morning" on KCEO; and 250 others.

Brief Background: Without capital, Ted Nicholas started his first business at age 21. Founded 22 companies. Mr. Nicholas has written 15 best sellers and has published 53 books by other authors. He serves on the board of numerous corporations.

As a consultant, he has provided services for companies in nearly 100 different industries. When Ted Nicholas was just 29, he was selected by a group of business leaders as one of the most outstanding businessmen in the nation and invited to the White House to meet the President of the United States.

Posted by ralph at 08:50 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

In this issue I share some information, ideas and
recommendations I'm sending to my grandchildren.
I feel the concepts apply to everyone, especially
parents and aspiring entrepreneurs. Indeed, as a
teenager I wish someone had given me even a part
of this message.

To My Dear Brittany and Alex,

At your ages, 13 and 15, in the next few years you
will both be making important career decisions.

My purpose in writing you today is to provide you
some alternatives you may not have thought about
or considered.

I'm going to propose you look closely at a career
choice which is most probably not being discussed
or offered in school.

The career choice I'd like you to ponder is that of an
entrepreneur. This involves going into business for
yourself.

Why do I suggest this option?

Two reasons:

1. Conventional schooling is geared toward training
you primarily as an employee, working for someone
else.

The emphasis is on getting a "good" formal education
and getting a "good" job. This means exchanging
time for money. Forever.

While this can be a good choice for many people, it
may not be for you.

2. Your own expressed desires.

In the past when I’ve asked Alex what he'd like to
do when he finishes school, he's stated: "I'd like
to earn a lot of money and live a lifestyle just
like yours."

Please clearly understand that the only way you
can become wealthy is as an entrepreneur.

People who have a job (employees) almost never
become rich. They simply exchange their time
for money. Therefore, their income potential
is extremely limited.

Employees tend to live all their lives paycheck to
paycheck even as managers, directors and
professionals. This means they seldom accumulate
substantial wealth.

As an employee member of the "middle class," here
is what you can expect financially according to
statistics.

At age 65, after over 40 years of work, the average
savings and income-producing assets of people in
the U.S. are less than $7,000. This amount of money
would last only a couple of months.

Please understand. Money is certainly not everything
(health is far more important). But at age 65 having
almost nothing in savings in the world's richest
country is really pathetic.

Here is the sad truth. The middle class is exactly
like the poor in one major respect. Neither
accumulates any real assets. Indeed, the vast
majority are less than three months from being
completely broke and even homeless.

** How the Rich are Different **

Wealthy people have money work for them.

The rich have income-producing assets. These
include stocks, bonds, and real estate.

But the number one asset of virtually all rich
people are income-producing businesses.

While some businesses can grow very large, all
start as small businesses.

And contrary to popular belief, you can start many
small businesses without capital—with little or no
money.

Conventional wisdom says being self-employed is
risky. I submit this is a myth. Of course any
course of action, including your own business,
involves some degree of risk.

However, in my view what is a far riskier career
choice than being self-employed is to be an employee.

During poor business periods, you can be laid off.
Plus, you are subject to losing your job at the whim
of your employer! Maybe he or she wants to hire
a relative to replace you. You can become
unemployed at any moment.

There doesn’t have to be a good reason for any
employee to get fired. Let me ask you this.
Does this seem like a risk-free existence to you?

Please don’t misunderstand me. I don't mean to
suggest becoming a millionaire business owner is easy.
Indeed, to be super successful requires a lot of
persistence, determination and hard work. But the
skills are all learnable. And once you master the
necessary skills, you can go as far as you want to go.
The sky is the limit.

* What does it take to be a successful entrepreneur? *

1. You must be a "self-starter" and a person of
action. Employees tend to act only when their
management "nags" them to do so.

2. You must discover how to market and sell your
product or service.

Tip: the very best way to learn sales skills is to study
direct marketing.

3. You must become financially literate.

4. You must learn to think and act independent of
others.

5. You must learn to take advice only from successful
people.

6. The ancient Greeks said it best:
"Know thyself." You must make an honest assessment
of your strengths and weaknesses.

Were I you, the first question I would ask myself is this.
Am I really a self-starter?

Or do I require someone else—a teacher, a boss, my
parents—to "nag" me to perform? Be as honest as you
can possibly be.

If you are not self-motivated, I urge you to finish
school, get an advanced university degree and get
a job. Start at any level with your employer. Make
yourself invaluable. And work hard to make a
company money or help cut costs. Choose a solid,
ethical company as your employer.

Everyone is not entrepreneurial material. And
that’s OK.

Work on becoming the most skilled employee you
can be. Become a superstar who is the most likely
to be kept on the payroll in both good and bad times.

If you want to become an entrepreneur, here is the
action plan I recommend.

1. While you are still in school, instead of part-
time jobs, work on developing income on your
own. This can take many forms, including lawn
maintenance, babysitting, newspaper route, teaching
tennis or another sport, or selling a product. There
are numerous possibilities.

2. Invest in yourself. One thing you can never
lose or have taken away from you is your
knowledge. Know-how is your best investment.
Invest what you can afford in good books and tapes.
Focus on small business skills. Information on
personal skills is also invaluable. Pursue subjects
which include building self-esteem, active listening
and building relationships, both personal and
business.

Read as many books on sales and business as you
are able. Autobiographies of famous entrepreneurs
such as Michael Dell, John Wanamaker, and Milton
Hershey are great too.

Some of my favorite authors include
Robert Kiyosaki, Napoleon Hill, John Caples,
Robert Collier, Claude Hopkins, and David Ogilvy.
And as soon as you feel ready, (my favorite author)
Ayn Rand. You might want to read all your
Grandpaw’s books too.

3. At the college level, I recommend majoring
in Philosophy, Psychology and History. I'd also
take courses in sales, marketing, finance and
public speaking.

4. Study entrepreneurial courses. While a
university degree is not absolutely necessary, I'd
go as far as I could and graduate from a good
college or university. (A big name school is not
important.) The social skills alone that you can
learn in school will be of invaluable help in your
business life.

5. Hang around entrepreneurs. When you have
the opportunity to spend time with successful self-
employed people, do it. You'll learn a lot just
from their positive "can do" attitude alone.

If your school has any clubs such as DECA (an
association of marketing students) which promote
entrepreneurship, join them and become an active
participant.

6. Avoid debt. Overuse of credit keeps nearly
everyone in debt their whole lives. It's become far
too easy to "charge it" to a credit card. Interest
costs can keep you broke. And when one over
borrows against a home, monthly interest charges
can become a lifelong burden. A good rule is delay
gratification until you can pay cash.

Please be aware that if you decide to join the
world of entrepreneurs, I will help you all I can.

But, the decision of what to do with your life is
strictly your own. I will love you, help and support
you forever in whatever endeavors you pursue.

In closing, let me say that starting my first business
at age 21 and founding and selling 23 others, while
having lots of setbacks, has been a fantastic and
exciting journey for me.

And it's given me a lifestyle others only dream of.
You, too, can achieve a lifestyle of your dreams
having a business of your own.

Small business owners create more jobs and wealth
than do big businesses. I consider entrepreneurs
to be the undiscovered heroes of the world.

If you decide to take your own entrepreneurial
journey, I'm confident you will do fantastically
well. But knowing you, I'm also sure you will
do great things in anything you choose to do.

With all my love,
Your "Grandpaw"

I sincerely hope that in sharing this very personal
letter, the impact on you and your loved ones is all
that you want it to be.

Please drop me an e-mail with your experiences.

Until next time,

Ted Nicholas

Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
727-596-4966
E-mail: tnicholasdirect@aol.com
www.tednicholas.com

P.P.S. "The secret to success, in life and in
business, is to work hard at the margin.
Relentlessly. It's as powerful as compound
interest, the eighth wonder of the world.
Those little marginal extra efforts will
inevitably grow into something big."
--Bill Bonner

Little things mean a lot.

"God is in the details."

© Copyright MMIV Nicholas Direct, Inc.

Posted by ralph at 06:50 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.

The secret to success, in life and in business,
is to work hard at the margin. Relentlessly. Those
little marginal extra efforts will inevitably grow into
something big. Bill Bonner

*** ''God is in the details''

How much would it be worth to you to possess a
marketing secret which is almost certain to
double, triple, even quadruple your sales?

Plus, you can build even better rapport and a
closer bond with all your customers. This secret
can also result in significantly increased revenue
and an increased profit margin in the long run.

The key is the creative use of fr^ee gifts.

I've never sold anything that didn't sell better
after offering well-chosen fr^ee bonuses and
gifts.

Including valuable fr^ee bonuses and gifts
within your offers can have a remarkable effect
on increasing sales. No other strategy is as
powerful in creating sales than building greater
value for your products.

I'm sure you and everyone reading these words
loves to get things fr^ee. I know I do. It's a
universal human quality.

The word fr^ee, in fact, is the most powerful
word in any language. (However, in electronic
marketing using the word fr^ee can have your
offer kicked out by sp^am filters. Always avoid
using fr^ee in all caps. Use upper and lower
case. To avoid many of the filters, the word
can be presented as it is in this article. Plus,
see other tips later in this message.)

Fr^ee gifts can also be effectively used as
surprise, unadvertised bonuses in your outgoing
shipments.

Tip 1: While bonuses do not have to be expensive,
to be effective they must be of good quality.
Otherwise, if your fr^ee gifts are cheap looking,
junky and don't work, as are far too many sent by
direct marketers, your efforts will have a negative
result. You will turn off your customers forever.

Example of a good, low-cost quality product.

More than 10 years ago with an order from a
direct marketer, I received a simple but
attractive rubber jar opener (with company
logo on it). This piece of rubber is designed to
easily open sealed jars. We use it often with
gratitude to the sender.

There is also a powerful psychological reason to
incorporate fr^ee gifts in your marketing
strategy. Based on the law of reciprocity, if you
shower customers with valuable gifts, people
tend to feel more obliged to continue doing
business with you.

Tip 2: An almost irresistible marketing strategy
is to reverse the risk completely. How? Make
the total actual value of the free gifts included
in your offer exceed the value of the product
you are selling.

Tip 3: The number of fr^ee gifts makes a
difference. I've found the use of either 3 or 5
fr^ee gifts works best.

Tip 4: In all forms of marketing, delay is death.
Make including the fr^ee gifts conditional upon
making an immediate buying decision. For
example, "If your order is received within 7 days
(or by a given date), you will receive 5 early-bird
bonuses."

Tip 5: Do not use failed or unappealing bonuses.
Use only highly desirable and appealing items as
bonuses and gifts for which people would gladly
pay their hard-earned money.

Tip 6: As with all products you market,
differentiate each fr^ee gift with descriptive
benefit-driven copy. For example, if you offer
a calculator in a bonus, make sure you include a
description of why it's unique. This could be
extra large keys. Or an easy-to-read screen.

** Examples of Successful Fr^ee Gifts **

-- Book
-- Special report
-- CD or DVD
-- Calculator
-- Coin purse
-- Travel alarm clock
-- Travel lamp
-- Personal alarm device
-- Vitamin carrying case
-- Mont Blanc pen set (for expensive products)
-- Tee shirt
-- Baseball cap
-- $10-50 discount certificate for your product
(with cutoff date)
-- Wristwatch
-- Mercedes convertible (for $5 million and up
mansions)
-- Bracelet

** Examples of Successful
Unadvertised Fr^ee Gifts **
(to be included in outbound shipments)

-- Key ring
-- Jar opener
-- Flashlight
-- Magnet with your logo, telephone number
and email address
-- Pen
-- Pocket knife
-- Pocket calendar
-- Diary
-- Flower seeds

In e-mail marketing, the word Fr^ee is
unfortunately often associated with spa^mmers.
Therefore, why do ethical marketers continue to
use fr^ee as a key part of their strategy?
Simple. It works.

Caveat. While this is not to be construed as
legal advice, a few suggestions regarding
Federal Trade Commission (FTC) rules may
be helpful, particularly to U.S. marketers.

Be careful when making fr^ee offers. You
could be charged with misleading consumers.
Fr^ee must truly mean fr^ee. You must not
recoup the cost of a free product in any way.
Your advertised product cannot be of lower
quality than the same type of product you
normally sell. And the price cannot be increased
to make up for the fr^ee product. A product
should not be advertised with a fr^ee offer for
more than six months in any 12-month period.
Furthermore, 30 days should lapse between
offers. And a fr^ee offer should not be
promoted more than three times in a 12-month
period.

If you are in doubt about your offer, check with
a lawyer who is knowledgeable on FTC (or the
governing body in your country) rules.

Use the fr^ee gifts to build your business to
entirely new levels. Deliver more value than
ever before. And I trust you'll enjoy your
increased success so well deserved.

Your correspondent,

Ted Nicholas

Nicholas Direct, Inc.
P.O. Box 877
Indian Rocks Beach, FL 33785
www.tednicholas.com

P.S. Success seldom rests on the big things. It's
doing lots of small things well over and over.
Success is in the margin.

© Copyright MMIV Nicholas Direct, Inc.

Posted by ralph at 11:57 PM | Permalink