FOREWORD BY JAY L. ABRAHAM

YOUR JOINT VENTURE DEAL-MAKING “JUMPSTART”

SECTION ONE: MAKING THE CASE FOR JOINT VENTURES

CHAPTER ONE: A LIFE-CHANGING SECRET

• “The Case Of The Missing Boxers” Saves YOU From Joint Venture Blunders
• What Does Tom Sawyer Know That You Don’t?
• What Is A Joint Venture? (The Answer Is Deceptively Simple, Yet Unbelievably Powerful!)

CHAPTER TWO: THE INCREDIBLE VALUE OF JOINT VENTURES

• The “C” Word - How It Can Annihilate Your Efforts
• Why Joint Ventures Are Bumping Mergers As Your Best Strategy
• You Can’t Argue With Success: The JV Stats YOU Should Know

CHAPTER THREE: THE WORLD AT YOUR DOORSTEP

• Why JVs Are The Ultimate Tactical Lever
• Harness The Power of “O.P.M.” - Other People’s Money
• How To Make Your Joint Ventures Deliver A Ton Of “Cluck For The Buck”
• How You Can Build Your Own JV Empire
• 11 Ways Joint Ventures Make YOU The Big Winner
• 44 Additional Reasons Why Joint Ventures Can Make You A Small -- Or A HUGE -- Fortune
• The Many JV Perks That Can Be YOURS (And Slippers Are Only One!)
• A “Candy Store” Of Resources Awaits You

CHAPTER FOUR: WELCOME TO MY WORLD… WAYS TO USE JOINT VENTURES

• Turn Unused Assets Into Your Windfall
• Mega-Successes Want To Share Their Secret With YOU!
• How You, Too, Can Pull Rabbits From A Hat
• A Cornucopia Of Opportunity Is Yours For The Taking
• SECTION TWO: THE JOINT VENTURE MINDSET

CHAPTER FIVE: THE FUNDAMENTALS

• Here’s The Good News: You’ve Never Really Lost Your Creativity!

• How You Can Turn One Person’s Distress Into Your Mutual Bonanza
• You Can Easily Learn To Be A MASTER Joint Venturist -- Here’s How

CHAPTER SIX: THE POWER OF LEVERAGE

• Don’t Be Fooled By The Dark Side Of Leverage
• The “Flip Side” Of Leverage Keeps You On High Ground

CHAPTER SEVEN: YOUR CREATIVE GENIUS

• How To Unleash YOUR Creative Genius
• Why You Can -- AND SHOULD -- Make The Rules

CHAPTER EIGHT: FINDING THE DEAL

• Discover Your Money Connection, And Unearth Riches
• Put “The Perpetual Motion Remodeling Machine” To Work For YOU
• Visualizing The Concept Will Line People Up Behind YOUR Venture
• With Control, Understanding, And Mastery Of The Deal… YOU Call All The Shots

CHAPTER NINE: HIGHEST AND BEST USE

• Time Is Always Of The Essence - The Tenet That Works In YOUR Favor
• How Prioritization Amplifies Your EVERY MOVE
• Outsource Your Way To Massive Wealth
• How The Mythical “The Man For All Seasons” Sabotages Your Life
• “Home, James…” - Two Golden Words That Can Super-Charge Your Day

CHAPTER TEN: VIABILITY

• How You May Be Diluting Your Own Hard-Won Success
• The Low-Hanging Fruit Yields Your Sweetest Rewards
• How You May Be Setting Your Prospects Up For The Big Fall
• Don’t Be Fooled By The Online Marketing Fantasy

CHAPTER ELEVEN: DOABILITY

• How To Find YOUR Match Made In Heaven
• How Your Prospect’s “Worst” Problem Can Be Your BEST FRIEND
• “Access + Affinity + Delivery = Perfect Setup” - Your Infallible Success Equation
• HEED THIS WARNING SIGN: “Spikes May Cause Severe JV Damage...”
• Know EXACTLY When Financing Your JV Makes Irrefutable Sense
• What YOU Can Learn From A Hooker
• Tie Up The Rights, Then Test The Venture - Your Path To Prosperity
• The Well-Worded Opener That Will Seal Your Deal

CHAPTER TWELVE: DISTRIBUTION NETWORKS

• Why You Should NEVER “Settle” For One-Shot Deals
• Get The Deal By The Tail - And YOU Can Wag The Dog!
• Wearing Two Hats Can Double Your “Take”
• Why YOU Have An Edge Over ANY Finance MBA

CHAPTER THIRTEEN: CREATIVE COMPENSATION, CREATIVE DEALS

• The Dollars and “Sense” Reality That Works In Your Favor
• Why Distribution Is Your Key To Unlimited Wealth
• Learn The Secret Of The Real Estate “Masters”
• How To Craft The Contract That Bridges Crucial Gaps And Protect YOUR Interests
• Why Establishing Your “Payday” Keeps The Wheels Turning
• “Every Last Penny”-- The Adage That May Dilute Your Efforts
• When To Expect “An Open Book” - And What To Do When It’s Closed
• How To Keep Your Deal On The Straight And Narrow Path
• How You’ll Know When It’s NOT About Money
• Anything’s Up For Grabs - Your “Unlimited Options” Mantra
• The Million-Dollar Question: “Who Has What YOU Want?”

CHAPTER FOURTEEN: LET’S TALK ENDORSEMENTS

• When “He Said, She Said” Is A GOOD Thing For Your Deals
• Know When You Need Celebrity Endorsement - AND When You DON’T
• How To Harness The Power Of Capital Investment
• How To Tap Into ”The Mother Lode”
• Instant Credibility Can Be YOURS - Here’s How
• The Psychology

Here’s How to Get Started…Finding the Right Endorsers to Promote You and Product or Service 

How to Sell The Concept to The Endorser

Key Point: Endorsements are NOT a One Shot Deal---Structure Them As a ongoing Relationship, Profit Center, Revenue Stream

How Much Affinity Does this Endorser Have?

From Concept to Offer

If Your Business is a Start-Up?

What Do Potential JV Partners Look For?

“I Found a JV Partner! -- How Should I Compensate Them?”

The Value of Names and E-Mail Addresses

Compensation as Motivation

Letters of Agreement

The Hardest Part and the Key To Success

Commitment

How To Get -- AND STAY -- Squarely In The Middle Of Your Deal

CHAPTER FIFTEEN: NON-LINEAR THINKING

• Thinking “Out of the Box” Opens The Vault
• The Diving Board Model - A “Springboard” To Disaster
• How The Power Of The Parthenon Supports Your Modern Empire
• Licensing Successful Processes Extends Your Reach - And Explodes Your Results

SECTION THREE: THE “HOW TO’S” OF JOINT VENTURE PRESENTATIONS

CHAPTER SIXTEEN: TARGETING PROSPECTS

• How To Know When To Enlist The Competition
• When To Target The Big (And Not-So Big) Fish… And How To Know The Difference
• Opening The Dialogue 101 - Your Wealth-Building Primer
• Why Your Communications Should Literally DROWN In Confidence
• How To Capture The Perfect Tone For Your Proposals
• How To Know When To “Play Your Ace”
• Why Personal Contact Is Absolutely Indispensable
• “It’s All About Them” - Words You MUST Live By
• How To Reach The Finish Line… One Step At A Time
• How To SUPER-GLUE Your Prospects To YOUR Goals
• A Simple Test Could Reveal This Classic Win/Win

CHAPTER SEVENTEEN: WHY DO GOOD IDEAS BITE THE DUST

• What To Do If Your Proposal Is STILL Refused
• How To Eliminate The Risk For Your Prospect And Smooth Your Path To “Yes!”
• How To Keep The Deal Moving

CHAPTER EIGHTEEN: THE MOST COMMON MISTAKES JV BEGINNERS MAKE

• Common Mistake #1: Dwelling Too Much on the Theory
• Common Mistake #2: Not Knowing How to Communicate
• Common Mistake #3: Biting Off More Than You Can Chew
• What A Crash Course For An “Olympic Hopeful” Can Teach YOU
• Why Mentorships Can Be INVALUABLE
• How Overextending Your Capabilities Send You Into A Tailspin
• Why I’m Happy To Tell YOU… “Yes, Even I Make Mistakes!”
• What To Do If Your Joint Venture Falls Flat
• How To Make Progressive Communications YOUR Key To The JV Kingdom
• Put The Awesome Power of Collaboration To Work FOR YOU
• Case Studies Put Experience Under YOUR Microscope
• Discover These Four Keys to YOUR JV Success
• “You Only Have Two Hands…” And How That CAN’T Hurt You!
• Make The Sky YOUR Limit
• What The “Jay Abraham School of Franchising” Has To Teach YOU
• How The JV Mindset Unleashes Your JV Empire
• How Many Small Victories Will Balloon Your Joint Venture Success

SECTION FOUR: REACH FOR THE STARS

CHAPTER NINETEEN: MY RECOMMENDATION TO YOU

• How Reverence For Your Contribution (Or Lack Thereof) Will Make Or Break Your Deal
• How To Stay On The RIGHT Side Of A Very Fine Line

CHAPTER TWENTY: THE STRATEGY OF PREEMINENCE

• Why You MUST Know The Difference Between Giving Information And Giving Advice
• Why It’s YOUR Job To Help Provide Focus
• Your Essential Success Secret: People Buy For Emotional Benefit
• Six Critical Questions to Ask Before You Do ANY Promotion
• 12 Words That Will Change Your Life Forever:
• Why You MUST Sell End Result, Not Steps to Get There
• Why “Show Me” Is More Powerful Than “Tell Me”
• Ways To Put Massive Success Within Your Prospects’ -- AND YOUR -- Grasp
• Why You MUST ALWAYS Make The Customer The Center of Attention

SECTION FIVE: YOUR JV “PEP TALK” (OR, “THE MOST VALUABLE PEP TALK YOU’LL

EVER RECEIVE”)

• The Curious Observation That May Change Your ENTIRE Outlook
• How Accepting Mediocrity Is KILLING Your Future
• Principle #1: There Are No Rules
• What Are Your Rules? (Your Own Answer May Surprise YOU!)
• Principle #2: Waking Up From Cultural Hypnosis And Mental Myopia
• How Looking Out Windows, Not In Mirrors Will Change Your Life
• Principle #3: It’s Easier To Make Large Leaps Than Little Steps
• Principle #4: Knowing How And Where To Invest Your Time
• Principle #5: Stepping Outside Of Your Box
• Principle #6: Turning Obstacles Into Opportunities
• Principle #7: Creative Emulation
• The Five Critical Factors Of Passion That Will Open Your Eyes
• The Entrepreneurial Mindset’s Twelve Elements - Why You Should Make Them Yours
• Are You A Charity?
• What You Can Learn From The FedEx Model
• Learn The Secret To My Own Success - The ONLY Three Ways To Grow A Business
• Your Most Revealing Question Are You Limiting Yourself?
• How The Power Of Relationships Builds Momentum FOR You
• Everyone Can Use A Push: How To Ensure That Others Are Furthering YOUR Goals 
• Eight Power Principles That Will Guarantee Your JV Success
• The Eternal Value of Integrity: How It Focus Your Entire World
• The Essential Keys To Having A Good Reputation Deal With A Couple Of Issues:
• YOU Can Choose Your World

SECTION SIX: YOUR JV ASSET INVENTORY

• Let’s Define An Asset
• Your Skills List: The List That Will Open Your Eyes
• Your Knowledge List: YOU Are A Valuable Resource
• Your Relationship List: A List That Will Multiply Your JV Power
• Your Greatest Opportunity Is… (The Answer Will Surprise You!)
• How To Reframe Your World To Create Massive Success

SECTION SEVEN: THE PERFECT JV FIT

CHAPTER TWENTY-ONE: SCENARIO #1: BUSINESS OWNERS

CHAPTER TWENTY-TWO: SCENARIO #2: FOR EMPLOYEES

CHAPTER TWENTY-THREE: SCENARIO #3: MIDDLE-PERSON

BONUS/APPENDIX A: JOINT VENTURE DEAL MAKING PROPOSAL LETTERS

BONUS/APPENDIX B: JOINT VENTURE STRATEGY CONSULTATION TRANSCRIPT

Chapter One: Jay Abraham Business Building and Marketing Mindset Demystified

• Principle Number 1: Find Joy In Your Life’s Work 15
• How Do You Find What Brings You Joy? 16
• Principle Number 2: Discover the Secrets of Successful People 17
• Fire In Their Belly 17
• Insatiable Childlike Sense Of Discovery… 18
• Principle Three: Focus 19
• Change Your Focus… And People Will Flock To You! 21
• Most People Don’t Have A Clear Definition Of Their Problem 23
• Principle Four: \Perspective - The Mindset to Make You Wealthy! 24
• Always Look for Opportunities – Your Secret Wealth! 24
• The Power of One Little Phone Call… 25
• Principle Five: Know Your Purpose 27
• Fall In Love With Your Customer 30
• Provide Reassurance And Motivation To Use Your Solution 33
• Principle Nine: The Power of Being Strategic 37
• Principle Ten: Creative Emulation 37
• The Concept of Emulation in Action… 39
• Principle Eleven: Exploit Every Under-Utilized Asset 41
• Use Your Goodwill… 42
• From Raw Unrecognized Asset To Transactional Bottom-Line Profit 43
• What Are The Assets You’ve Got? 43
• Principle Twelve: Do Not Limit Yourself 44
• Principle Thirteen: Emphasis the Benefits 45
• Principle Fourteen: Time –Your Most Valuable Asset / Your Most Expensive Opportunity Cost 46
• How to Overcome Procrastination – A Very Simple Process! 46
• A Technique So Simple Yet So Powerful – It’s Embarrassing! 50
• Don’t Avoid Doing The More Intimidating Things… Embrace Them With A Full Sense Of Adventure And Passion! 51
• Accomplishment Early In The Day Fuels Your Desire To Achieve More… 52
• Tricks-Of-The-Trade For Staying On Track 53
• Principle Fifteen: The Axiom for Life…You Make the Rules! 54
• You Don’t Have To Do What Everybody Else Does… 55
• Out-Of-Work Chef In Colorado Strikes It Rich! 57
• It’s Just A Matter Of A Different Positioning… 58
• There Are No Rules… 59
• Principle Sixteen: Never Become a Commodity 59
• How Any “Commodity” Business Can Be Transformed 60
• Even The Ultimate “Commodity” Can Be Sold At A “Proprietary Premium” 61
• Principle Seventeen: Enormous Profit Potential In Sequential Marketing 62
• Principle Eighteen: Everything You Do In A Business Is A Process… 63
• Principle Nineteen: What Business Should You Go Into? 64
• How Do You Find These Opportunities? 65
• Are You Worthy of the Goal? 66
• Resources That Helped Me Immensely 67
• I Have $4 Billion Worth Of Successes… 68

Chapter Two: Value Who You Are And What You Offer

• Value What You Do 71
• Model Success 72
• Look At What’s Possible… 72
• Why Don’t You Raise Your Prices? 73
• Many People Respect A Higher Priced Service! 73
• A Powerful Claim With Proof Will Support Your Price Rise 75
• Your Self-Image Has A Major Impact On Your Income 77
• How to Value Yourself in Transactions 77
• You must believe you are worth it… 78
• Keep In Mind The Value You Bring To The Table 79
• Change The Rules! Play YOUR Own Game… 80
• How Clients of Mine Changed the Rules and Created Enormous Value 80
• How To Protect Your Financial Security And Optimizing Your Potential 87
• You Must Break Out Of The Box… 88
• Charge A Percentage Of The Savings Or Profit 89
• Quadruple Your Income By Doing What You’ve Always Done… 90
• Don’t Undervalue Your Skills 91
• Why Your Really Worth $600,000 – not $50,000! 92
• Advocate Your Own Value 93
• Have a Super Salesman Represent You! 94
• 90% Of People Couldn’t Sell If Their Lives Depended Upon It… 95
• Focus On That Which You Love To Do! 96
• You Are Worth A Great Deal More Than Your Salary Would Indicate… 97
• Which would you prefer – making 10% or 210%? 98
• Figure Out What You Do Well! 99
• How Valuing What I Do Brings Greater Value To You 99
• Borrow great success strategies… 100
• Don’t Cut Yourself Off From Everything You Know 102
• Taking Major Risks IS NOT Necessary! 102
• Profit Enormously From Your Expertise… 103
• Denominate the results! 104
• Tell Your Story… 105
• Make Your Contribution…And Riches Will Follow 106
• Remove Risk From The Shoulders Of Others 107
• Perform In Areas Where You Know You Are Good! 108
• Existing Businesses Can Deliver A Windfall! 108
• If You Know What You Are Looking For… 108
• Don’t Set Yourself Up To Be An Isolated “Island”… 109
• Be A Deal Maker! 110
• Here Is A Way To Learn Invaluable Information From Your “Competitors” 112
• Start Without Committing Your Own Capital 113
• What Do You Know That Can Add Incredible Value? 114
• Leverage The Resources Of Others… 115
• Being Appreciative vs. Being Appreciated 115
• Life Is All About Contribution, Value, Benefit…. 118
• Appreciate Is The Crux Of Knowing What You Are Really Worth… 119
• Demand The Highest And Best Return Always… 120
• Referrals Are The Highest Level Of Acknowledgement Of The Value You Have In People’s Eyes… 123
• Interview with Paddy Lund 125

Chapter Three: Fall In Love With Your Customers

• The Most Powerful Intangible Asset You Can Possess… 130
• See Yourself As Becoming An Agent Of Change, A Creator Of Value, A Value Contributor… 133
• People Need Solutions, Not Strategy… 135
• Leave your clients better off than when they started with you! 136
• Don’t Make Conclusive Statements… 137
• Let Them Take Ownership… 138
• Don’t Pay The Price For Showing Off Your Brilliance… 139
• Lower Your Clients Barrier Of Resistance 140
• Your Clients Want To Feel Like You Worry About Them 141
• The More I Let You In On My Process… The More You Buy Into It 142
• Companies Fall In Love With The Wrong Thing… 143
• Fall In Love With Your Team Members Too… 143
• A Conversation with Tony Robbins - Passion Made Easy! 146
• Passion Is Drive… And Drive Is The Single, Most Important Element To Success In Anything… 146
• You Must Create A Magnificent Obsession 147
• Passion Is One Of The Ultimate States… 148
• “Describe to me the business from hell.” 149
• We Have Unconscious Beliefs That Control Every Aspect Of How We Interact With Our Business, And With Our Life. 150
• Find And Focus Your Passion 151

Chapter Four: The Strategy of Preeminence

• You Are Your Clients Ultimate Trusted And Respected Advisor 153
• What Is Innovation – How It Will Make You Rich! 154
• The Psychology of Breakthrough Thinking 155
• Create A Powerful, Continual, Formalized, And Systematic “Funnel”… 156
• Amazon.com – How Their Strategy of Preeminence Fueled Their Stratospheric Growth 161
• Don’t Settle For The Day-To-Day Status Quo Existence 163
• Why In The World Would You Allow Your Business To Be Worth Less Than It Could? 164
• Why We All Need To Be Held Accountable… 165
• Key Points for Your Strategic Mind Set 166
• Creativity And Innovation Is Not Limited To You 168
• The Value Of Looking Outside Of Your Industry 168
• Avoid The Inertia Of Your Industry… 169
• Creative Emulation - The Ultimate “How-To”… 170
• Redesign Your Business For Massive Growth… 171
• The Secret Of This Success Lay In Two Areas Of Discipline… 172
• Start Probing The Minds Of Other People For Profitable Ideas… 173
• You Get What You Want When You Make The Rules… 175
• You Don’t Get If You Don’t Ask… 177

Chapter Five: Optimization

• Your Goal Is To Diversify And Stabilize Your Business And Protect It At All Costs… 180
• Maximum Results For The Time With The Minimum Risk, The Minimum Effort, The Minimum Expense 181
• Deming’s Philosophy 182
• What Deming’s Principles Mean For Your Business 183
• A Philosophy Of Optimization 183
• Raise The Baseline And Reduce The Variance… 185
• Build Success Upon A Foundation Of Pillars 186
• Build Multiple Pillars Of Success 186
• Sell Your Customers on Your Philosophy 188
• Profit By Optimizing Your Personal Philosophy 188
• Profit By Optimizing Your Business Purpose 189
• Consider the Implications For Your Business 191
• It’s Time to Take Inventory 192
• Systemization For Greater Profits and Less Work 199
• Remember Abraham’s Law of Optimization 200
• Set Up An Information Gathering And Discovery Process 201
• There are Three Ways to Grow a Business 202
• 34 Marketing Strategies Which Make Up the Three Ways to Grow Your Business 202

Chapter Six: The Moving Parade

• The “Moving Parade” is a very powerful dynamic… 205
• People Are on a Continuum… 206
• Not Only Are Your Customers A Moving Parade, But Your Products Are Also A Moving Parade… 208
• Implications for Your Service Business 209
• Implications for Your Professional Practice 210
• Implications for Real Estate 211
• Implications for a Retailer 213
• Implications for the Technology Industry 213
• The “Moving Parade” is a “River of Customers” 215
• The “Baskin Robbins” Theory 216

Chapter Seven: Unique Selling Proposition

• What is your USP? 219
• Use Your USP To Profit Massively… 221
• Ideally, A USP Is One Statement… 221
• The USP: A Key Factor 223
• Articulating your Unique Selling Proposition 223
• How To Create a Unique Selling Proposition 224
• Your USP — Your Killer Concept 226
• Identify Needs That Are Going Unfulfilled In Your Industry 227
• Focus On One Niche 228
• Keep The Promises You Make 229
• Clearly state your USP, preferably in the headline 229
• Attract Customers and Conquer the Competition By Being Unique 229
• Why a Unique Selling Proposition? 231
• Stay Away from Empty Words 232
• Deal In Highly Demonstrable Specifics — Comparable Specifics 233
• Ask Yourself this Question 234
• Give Them Your Solution — Or Somebody Else Will 235
• Unique Selling Proposition Examples 236
• What Affects Your Buying Decisions? 238
• Be Able to Deliver on Your USP 239
• Test to Find Your Ideal USP… 240
• Marketing Your Uniqueness: Use Your USP in Ads and Promotions — And Get Results 241
• The “Broad Selection” USP 241
• The “Service-Oriented” USP 242
• The “Value-Oriented” USP 243
• The “Discount Price” USP 244
• The “Snob-Appeal” USP 246
• Adopt A USP That Addresses An Obvious Void In The Marketplace 247
• Be Clear And To The Point 248
• Suggestions On Finding Your Niche 249
• Embrace, Believe, Postulate Your USP With Everyone 250
• Use Your USP To Create Repeat Sales 251
• Extend Your USP 252
• Make Yourself Special To Your Customers 256
• Jay and Joel Roberts Talk About Your USP 256
• A “Hot Seat” That Targets Your USP 258

Chapter Eight: Lifetime Value

• Understanding the Lifetime Value of your Customer (a.k.a. Marginal Net Worth) 265

Chapter Nine: Leverage and Exponential Business Growth

• The Nine Driver’s of Upside Leverage and Exponential Business Growth 267
• How Do You Change Strategies? 271
• What Is the ROI On Your Own Capital Expenditures? 274
• Double Your Profit By Adding Just One More… 277
• Give Yourself Four Times The Budget… 277
• How To Find Superstar Salespeople… 279
• Profit By Tapping Into Your Contacts Regularly… 280
• Like To Improve Your Business 2,100%? 284
• Study Other People’s Ideologies… 286
• The Missing Link —The Elusive Final Piece Of The Puzzle… 288
• You Shouldn’t Steal From Yourself… 289
• It’s Going To Transform Your Life… 290
• “Funnel Vision Vs. Tunnel Vision” 291
• You Have Three Tiers Of Clients 293
• There Are Three Ways To Grow A Business… 294
• The Principle of Multiple Pillars of Income 295
• The Force Multiplier Effect 298
• Adversity Truly Is Opportunity For People Who Learn To Embrace Challenge… 299
• Take On Calculated Investments… 300

Chapter Ten: Benefits Over Features

• People Care Most About What Is Going To Benefit Them 301
• How Do You Find The Highest Benefit? 302

Chapter Eleven: Why Establishing Trust Is Essential To Success

• Why You Must Develop Goodwill with Your Customers 306
• Your Highest and Best Use… 306
• Opportunities and Options to Maximize Everything You Do 307
• Trust is the Foundation of Relationships 309
• The Three-Fold Way To Assure People They Can Trust You 311
• The Value Of Consultative Selling 313
• Why Empathy Is Critical 314
• The Value In Host / Beneficiary Relationships 315
• Make Your Offer Better… 316
• “You’re Only Going To Benefit.” 317
• There’s Another Side Of Trust –You Have To Trust The Client 319
• Did You Know That You Already Have The Answers… 320
• Make Sure You’re Talking To The Right Market 321

Chapter Twelve: Always Ask Questions

• Figure Out What In The World Is Powering This Result… 324
• The Power In Thinking About Combinations 325
• “Where’s The Big Opportunity Here That Nobody Else Sees? 326
• Connectivity is a Powerful Key to Success 328
• Ask Questions to Find Your USP 328
• Internet Marketing Consultation Questionnaire 329
• Goals and General Internet Marketing Strategy Questions 329
• Website Optimization Questions 331
• “Email Marketing” Optimization Questions 332
• How to Come Up With Money Making Ideas 333
• Do Not Limit Your Scope… 334
• You Can Learn Instantaneously Just by Questioning 335
• Become A “Lateralist”! 336
• The Value Of One Good Idea Acted Upon... 337
• Accumulated Intellectual Capital at Virtually No Cost 337
• Question Sequence for Telephone Selling 339

Chapter Thirteen: Upgrade Your Business Performance

• The Golden Secrets of Success 341
• Why Shabby Acts Comprise – A Sure-Fire Formula For Failure 342
• The Wisdom of Andrew Carnegie 343
• Other Forms Of Business Dishonesty That Will Limit Success… 344
• Companies Get Big Because They Practice Honesty 344
• Word of Mouth is Critical 345
• Without Integrity, No Company Can Have Positive Word Of Mouth 347
• Make No Unwarranted Claims, Dubious Promises Or Predictions… 347
• Service Starts With Empathy 349
• This Is How To Make A Million Dollars… 350
• Do Whatever Everyone Else In Your Competitive Marketplace Is Not Doing 351
• Make Prospective Clients Overwhelmingly Delighted With You 351
• Your Primary Task is to Add Value 353
• The Universal Truth: Actions Speak Louder Than Words 353
• Lemons Into Lemonade – How To Turn Around Even Dissatisfied Customers 355
• Increase Your Customer’s Perceived Value and Unlock Your Profits 356
• Always Qualify Your Prospects Up Front 357

Chapter Fourteen: Know Your Target Market

• Write Down Everything You Know Generically About Your Customers 359
• Get Back In Touch With The Real, Live Pulse Of Your Marketplace 361
• Marketing To Your Customer’s “Comfort Zone” 362
• The “Stair-Step” Approach To Marketing 363

Chapter Fifteen: Educate Your Customers

• The Cornerstone of Marketing is Education 367
• Take Your Customer By the Hand 368
• Educate People to Appreciate the Value of What You Deliver 369
• Tell Your Customers the Truth 369
• Position Your Company As An Industry Expert 371
• Send Out Press Releases 372
• Defer “Self-Serving” For “Education-Rendering” Marketing 373
• How To Win People Over In Droves 374
• Educate Before You Ask Anybody To Buy 376
• Make Them An Irresistible Offer… 377
• Use Preemptive Marketing to Make Customers Think of You First 377
• “Tell Your Story”! 378
• Educate … Educate … Educate Your Customers and They Will Buy 380
• Educate Your Customers by Giving “Reasons Why” 381
• Massive Profits Are In The Back-End 382
• An Illustrative Example of the “Because Factor” 384
• Don’t Forget Credibility, Even On The Smaller Ticket Items 385
• Increase the Perceived Value of Your Product or Service Through Better Customer Education 386
• Ramp Up Desirability By Educating… 387
• Value Is A Matter Of Perception, Not Just Reality 389
• Educate the Prospect 391
• Using “Paper Perceived Value” for the Ethical Bribe 392
• The Ethical Bribe Technique Has Made My Clients Millions Of Dollars… 392
• The Better-Than-Risk-Free-Guarantee 393
• Please, Tell Me Your Reasons Why! 394
• Let People In On The “Method To Your Madness” 395
• The More Factual You Are With Me, The More I’ll Favor You 396
• Motivating Your Clients To Action 397

Chapter Sixteen: Make the Best Offer Possible

• Offer Greater Units of Purchase, Package Products Together, Give Price Inducements, and Make
• Irresistible Offers 401
• A Phenomenon That Has Driven A Multi-Billion Dollar Industry 401
• Offer Bigger Units Of Sale, Bigger Inducements, And Bigger Packages… 402
• Why Packaging Isn’t Just For Products 403
• Offer Larger Units Or Higher Quality 404
• Offer Price Inducements for Frequency 408
• More Communication = Greater Profits For Life… 410
• The Concept of Frequency 411
• Offer Larger Units Of Purchase… 413
• Test It For Yourself… 415
• Are You Making Irresistible Offers? 416
• Honor Frequent Purchasers for Being Special 416
• Just Figure Out What You Can Do, And Then Test It 417
• “I Have Generated Forty To Fifty Million Dollars Worth Of Lifetime Subscriptions” 419
• Don’t Think They Are Not Being Lured By Your Competition… 420
• Use Card Programs or Rebates 422
• Making Irresistible Offers and Telling the “Reasons Why” 423
• Convert Inquiries from Sales by Making Irresistible Offers 424
• You Must Have Total Confidence In Your Product 425
• It’s All A Numbers Game… 425
• Ask Your Best Customers What They Want 426
• Don’t Ignore The Possibilities in Packages… 432
• Always Add to Each Transaction 433

Chapter Seventeen: Be In Front and Stay In Front of Your Customers

• Communicate Personally With Your Customers 439
• The More Frequently You Communicate From The Heart About Their Interests… The Greater The
• Connection… 440
• People Are Silently Begging To Be Led 441
• Don’t Forget About The “Moving Parade” 442
• How To Be Booked Weeks In Advance… 443
• Communication Must Be Strategic… 443
• People Need A Third Perspective 444
• You Are Their Most Trusted And Valued Friend 446
• Become a Customer Or Client’s Pen Pal 446
• “Pen-Pal” Marketing 447
• The “Secret” of Communication… 448
• Examples from All Types of Businesses 448

Chapter Eighteen: Constantly Test Everything

• Don’t Ever Assume! Constantly Test Everything 457
• How To Test 457
• Keyed Response — The Key To Testing 458
• Never Test Big If You Can Test Small 459
• Telephone Testing 460
• Direct Mail Testing 460
• A Few Examples From My Files 462
• Go Out in the Field and Test 463
• For the Advanced Tester 464
• Fast-Track Marketing Vehicles… 465
• Putting It All Together 466
• Hopkins In A Nutshell 467
• Human Nature Is The Same Today 470
• As In The Time Of Caesar 470
• Remember To Always Test Your Direct Mail 471

Chapter Nineteen: Process Marketing Mindset

• What Is Process Marketing? 473
• Seven To Twelve Calls To Close The Sale 473
• Break It Down To A Sequence Of Layers 474
• All Communications Must Convey Value 475
• Never Let Them “Off-The-Hook” 476
• Explain, Describe, Articulate, Dimensionalize… 477
• Process Marketing Has A Proven Science Behind It… 478
• Real Estate Example of Process Marketing 479
• Medical Practice Example of Process Marketing 481
• Retailer Example of Process Marketing 482
• Process Marketing for Artists 483
• Process Marketing for the Service Industry 484
• Jay Abraham’s Strategic Marketing Mindset Presentation 486
• Seven-Step Marketing Implementation System 487
• Three Ways to Grow Any Business 493

Chapter One: Reactivate Old Clients

• Attrition Happens for Relatively Simple Reasons 1
• You Have an Obligation to Show How Much You Care 2
• Reestablish Contact 3
• Half of Your Inactive Customers Stopped for No Good Reason 4
• Enrich Your Customers and Enrich Yourself in the Process 5
• You Have Everything to Gain, Nothing to Lose 6
• Stay Connected and Avoid Attrition 6
• Communicate, Communicate, Communicate 7
• Reactivating Old Customers & Clients...featuring Michael Basch 9
• To Escape The Ordinary You’ve Got To Look At The Outrageous 10
• What’s Extraordinary Today Is Ho-Hum Tomorrow 15
• Look At It From Your Customer’s Perspective 17
• Be Constantly Innovative 18
• What To Do When You’re Front Page on The Wall Street Journal 20
• Get Really Clear About Where You’re Going 21
• Examples of Customer Reactivation 35

Chapter Two: Communicate Frequently With Your Customers

• Get Your Customers to Buy More and More Often 38
• Follow-Up 39
• Reinforce The Buyer’s Buying Decision 42
• Practice Perpetual Reselling and Cross-Selling 43
• Begin A Perpetual Communication With Your Customers 44
• Repeat Business For Many Is An Untapped Gold Mine 45
• Moving Parade 49
• Work Your Customer List And Your Prospects 55
• Why Follow-Up Selling Is Worthwhile 57
• Never Rule Out Telemarketing 57
• Post-Purchase Reassurance 58
• Repeat Sales and The USP 59
• Communicating With Your Prospects 60
• The Easiest Way to Grow is to Stop Losing Customers 64
• Build Relationships and Keep in Touch 65
• Keep Track of and Develop Relationships with Your Customers 70
• Value Customers by Communicating Frequently 71
• 37 Ways and Examples to Nurture Customers Through Communication 73
• Be Proactive to Outsell the Reactive 76
• The Gold Mine Under Your Nose 77
• Show A Continual Interest In Your Past Customers 79
• Communicate Personally, Formally, and Consistently 84

Chapter Three: Risk Reversal

• Reverse Risk to Put Your Sales in Forward Drive 86
• Removing the Risk 88
• Put Your Business in Fast Forward Through Reversed Risk 89
• Three Ways to Reverse Risk 89
• Who’s Afraid of Reversed Risk? 92
• Can You Profit from Refunds? 93
• Put Your Offer to the Test 93
• Half-Hearted is Half-Baked 94
• Emphasize Risk Reversal 95
• An Offer They Can’t Refuse: Develop a Powerful Risk-Reversal Approach 96
• Risk-Reversal Questions: 98
• Turn The Tables on Risk in Your Sales Proposition 99
• Risk Reversal Is A Strong Conversion Technique 99
• My Most Liberal Guarantee Ever 100
• The Power Of Risk Reversals And Preview Periods 102
• Better Than Risk Free Guarantees 103
• Performance Guarantees 103
• Offer Extended Guarantees and Incentives 104
• The Definition of Incentive 105
• You Must Sell The Incentive 106
• Elaborate on the Concept of Risk Reversal 107
• The Better-than-Risk-Free Guarantees with a Bonus 108
• Take the Risk Out of Relationships 109
• Risk Reversal in Action 109
• Risk Reversal Should Be Integral to Your Selling Process 110
• How to Build an Effective Guarantee 111
• Use the Strongest Guarantee You Can Offer 111
• Take The Risk Out Of Buying 112
• Build Trust with Your Guarantees 113
• How to Strategically Implement Risk Reversal 115
• Risk Reversal Improves Your Performance 118
• Two Examples of Risk Reversal 118

Chapter Four: Referral Systems

• Turn Your Best Customers Into Voluntary Sales Representatives 122
• Don’t Settle for Passive Referrals 122
• Revere the Benefits You Give 124
• Referrals in Four Easy Steps 124
• Offer a Special Incentive 125
• Make Referral Sales by Forming a Club 126
• Clubs Can Work for Any Business 127
• Try More Than One System 128
• How My Clients Have Profited Through Referrals 131
• Real Life Success Stories 132
• Five Step Plan for Getting Referrals 133
• Never Turn A Customer Away: Referrals Are A Two-Way Street 134
• A Referral May Not Be Worth As Much As A Sale, But It’s Something 135
• Referral Systems Are The Key to Optimization and Exponential Growth 136
• Information You Should Know In Order To Optimize Your Referral Systems 137
• Referral System Template 138
• The Exponential Effect of Referrals on a Business 144
• Referral System Example 145
• Referral Strategies 146
• Require Your Customers To Give You Referrals 152
• Stop Spending A Lot Of Money On Advertising 152
• Use Cost-Effective Alternatives 152
• Developing Referrals With And Without Your Customer Base 153
• How to Use the 93 Referral Examples 156
• 93 Referral Examples 158

Chapter Five: Host/Beneficiary Relationships And Joint Ventures

• Reap The Rewards From Someone Else’s Advertising Budget 210
• Host/Beneficiary Defined 212
• Targeted, Leveraged Approach 212
• Start by Making a List 213
• Target Specific Companies, Starting with the Small Ones 214
• Set Up the Appropriate Relationship 214
• A Two-Way Valve for Profit Flow 215
• Structuring The Deal 217
• New Profit Centers Change Customer’s Marginal Net Worth 219
• You Are Not Going To Gain A Customer For Free 220
• Making It Work for You 221
• Here’s How to Get The Relationship Going 222
• Address the Fears of the Host Immediately 227
• Typical Objections You Should Be Prepared to Answer 228
• Things to Watch Out For 229
• If It Doesn’t Cost You Time or Resources and Makes You Money, Do It 231
• Start Out with a Pilot Program 231
• Host/Beneficiary Relationship Examples 232
• Three Reasons Why Businesses Do Not Implement Profitable Activities 236
• Generate An Ongoing Stream Of Business 237
• Joe Karbo’s Horse Gambling Paid Off 241
• You’ll Be Amazed At What You Can Come Up With 242
• Those Methods May Be “Unconventional” But They Work 243
• Client Success Stories 244
• The Economy Is Making It Easy For You! 249
• Keep Your Eyes Open For Opportunities 251
• Specific Applications 252
• Piggyback 252
• Give Your Host a Real Gift — Special Treatment 254
• A Host/Beneficiary Works With Anyone 255
• Joint Ventures 256
• Joint Venture Marketing: A Broad Umbrella of Opportunities and Possibilities 259
• Opportunities in Distressed Businesses 261
• Link Your Business with Competitors 262
• Keys to Endorsements 264
• Grow Through Endorsements 265
• Competitors Can Help You 266
• Look at the Dynamics They Offer You 270
• Look For Business Assets That Aren’t Being Maximized 270
• Partner or Perish 273
• Strategic Alliances Aren’t New 274
• Endorsing Other People’s Products To Your List 276
• Strategic Alliance Template 278
• Your Most Valuable Asset is Your Goodwill 279
• Endorsing Other Products or Services 284
• Harry C. Picken’s Cross Promotion Ideas 287
• 12 Points Of (Often Free) Distribution: 289

Chapter One: Upgrade Skills of Your Sales Staff

• Benefits of Sales Training: (Strategic vs. Technique) 11
• Formal Training Makes All The Difference 13
• Increasing Sales Skills Levels 14
• Take Action and Take Control 16
• Increasing Sales Skills Levels – Vision Success Weekend 18

Chapter Two: Qualify and Pre-Frame

• Qualifying Leads Up Front and Pre-framing Your Customers 31
• Getting Leads From Your Competitors 36
• Getting Vendors to Generate Leads for You 36
• Lead Generation and Conversion 37
• Pre-frame or Program Customers to Buy More and More Often 39
• Give “TFN” Selling a Try 43
• Pre-framing or Programming Customers 45
• Use “Reasons Why” in Pre-Framing 48
• A Wish, a Hope, and a Goal for Your Customers 49
• Programming is Meeting Needs Systematically 50
• Future Pacing Takes the Customer Forward 52
• Offer Products or Services On a Timetable 56
• Acquiring Qualified Lists 57
• Know Your Target Market 57
• Ways To Create Irresistible Offers 67

Chapter Three: POS, Cross-Sell, Up-Sell

• Point of Sale Promotions, Up-Sell and Cross-Sell 71
• The Strategy of Up-Sell, Cross-Sell is Based on Preeminence and Optimization 71
• Up-Selling Should Be at the Top of Your List 74
• Any Business Can Up-sell 75
• Up-Selling Produces Exponential Returns 76
• Up-selling Refers to Any Additional Sales Activity You Do at the Point of Sale 77
• You Can Employ Up-selling Anywhere, Anytime in the Sales Process 78
• Packaging Complementary Products Together 80
• Larger Units of Purchase 83
• Don’t Be Afraid of the Bump 84
• Add Value When You Up-Sell and Cross-Sell 85
• Bundle Products or Services 87
• Sell ‘Em What They Want 87
• Page 4
• Use Point of Sale Promotions 89
• Offer “Good, Better, Best” Options 90
• Use Volume Discounts 91
• Never Sell Them Less Than They Need! 91
• Up-Selling Will Help You Grow 92
• Up-sell Or Resell Right At, Or Immediately After, The Initial Sale 94
• Fast Cash Boosters Up-Sell 94
• Use This Script To Up-sell Your Customers Like Crazy 95
• Two-Step Selling 96

Chapter Four: Enhancing Profits with Telemarketing

• Grow Your Customer Base and Increase Transaction Frequency by Using Telemarketing 113
• Using Telemarketing To Boost Your Profits 113
• Maximize Telemarketing With Frequency and Consistency 118
• Telephone Selling Behind Sales Letters 119
• Never Rule Out Telemarketing 120
• Meld Telemarketing To Your Operation 120
• Uses and Applications for Telemarketing 121
• Re-Examine Your Pricing 124
• Organize Your Activity 125
• Should You Undertake Telemarketing? 126
• Check Up On Your Telemarketers 128
• What Kind Of Product Or Service Lends Itself To Telemarketing? 130
• Qualify Your Telemarketing Prospects 130
• Don’t Telemarket To The Phone Book 130
• Set Up Mail Before Calling 131
• How To Hire Telemarketers 132
• Two-Tier Calling Can Qualify Interested Parties 132
• Keep The Telemarketers On The Phone 133
• Monitor What Telemarketers Say 133
• You Have About 30 Seconds To Appeal 134
• Learn To Ask Questions — It’s The Best Way To Sell 134
• A “Service” Call Is A Good Introduction 135
• Telemarketing Don’ts 136
• How To Use The Telephone 136
• When The Prospect Calls You 136
• How To Respond To A Prospect Who Writes 137
• Using The Telephone To Follow Up Leads 138
• Appraising Your Telephone Skills 142
• Using Predicates in Telemarketing 144
• A List of Predicate Words for Your Reference 144
• A List of Predicate Phrases for Your Reference 145
• Telephone Testing 147
• Telemarketing Follow-Up 147
• Examples Of Telemarketing In Action 148
• Press Releases and Telemarketing 156

Chapter Five: Develop A “Back-End” Of Products and Services

• Working the “Back-End” 197
• Explore Back-End Selling 198
• Make Conservative and Inexpensive Tests To Determine Your Market 200
• Building A Valuable Back-End 200
• Break Even on the Front-End 201
• Marketing Mistake: Not Having A “Back-End” 203
• Avoid the High Cost of Acquiring New Customers 204
• Be Pro-Active on Behalf of Your Customer’s Best Interests 205
• A Good Back End Makes a Good Business 207
• Lifetime Value and Marginal Net Worth 208
• The “Back-End” Must be Consistent with Your Primary Market 211
• Dramatically Improving What You Do 216
• Integrate “Back-End” Sales on an On-Going Basis 217
• Distribution is Leverage 218

Chapter Six: Direct Response Advertising

• What Is Direct Response Advertising? 221
• The ABC’s of Direct Marketing 222
• Why Use Direct Response Advertising 223
• The Giant Companies Use Direct Mail 224
• No Company Can Get By Without Advertising 224
• Advertising is Nothing More than Salesmanship 227
• Salesmanship in Print and/or Over the Air 228
• Advertising is Salesmanship 228
• Direct Response Sells Benefits 230
• People Care Most about What is Going to Benefit Them 230
• Direct Response as Opposed to Institutional Advertising 231
• Ads Should Be Created to Stimulate a Direct Response — Immediate Action 231
• Cut Back On Costly Institutional Advertising 232
• Use Direct-Response Advertising, Not Image Advertising 233
• Targeting Your Buyer – Your Platform 234
• For a Bull’s Eye, Use the Right Arrow 235
• Identify Your Unique Selling Proposition 236
• Use Your USP 237
• Choose Your Direct Marketing Media 237
• Direct Mail 239
• PI Advertising Can Make Sweet Deals For All 243
• Who Does Per-Inquiry Advertising? 244
• What Types of Media Allow Per-inquiry Advertising? 244
• Timing Your PI Offers 245
• Why Would An Advertising Medium 246
• Use Per-Inquiry Advertising? 246
• Bounce Back Advertising 248
• A Few Things For You To Know About Classified Ads 249
• How To Make Yellow Page Advertising Work For You 250
• Television Advertising’s Unique Features 251
• Are You Using Your Choice of Media Correctly? 252
• “Drip-Feeding” is Better Than One “Big Bang” 254
• Making A Deal 254
• How To Buy Media For Pennies On The Dollar 254
• How To Make Deals That Can Cut Your Advertising Cost 258
• Identify Your Market 259
• Your Lists and Markets 260
• Envelope or Carrier 261
• Your Teaser Envelope 261
• Headlines: Key to a Successful Ad 262
• Your Headline 263
• Writing Good Headlines That Pull 264
• How Many Words Should a Headline Contain? 265
• Power Words Produce Powerful Results 266
• Attraction of the Specific 266
• What Kind of Rewards Do Good Headlines Promise? 267
• Tips About a “Negative” Approach 267
• Putting Headlines To Work 268
• Headlines for “Broad Selection” USPs 270
• Headlines for “Service-Oriented” USPs 271
• Headlines for the “Snob Appeal” USP 271
• Tips On Headlines That Work Best 272
• The Primary Viewpoint — The “Point of You” 272
• Now, Let’s Write a Headline for Your Business 273
• Don’t Stop Now — The Fun Has Just Begun 274
• Stale News to the Advertiser May Be Fresh News to the Reader 275
• The Power of Emulation 275
• Power Headlines Produce Powerful Results 276
• A Sure-Fire System for Creating the Best Headlines for Your Client’s Ads 278
• Ways to Strengthen Your Headline Once You Have Your Basic Idea 278
• Headlines — the Most Important Element 280
• Find The Dominant Benefit — Make That Your Headline 281
• What Advertising Genius David Ogilvy Has to Say about Headlines 282
• Claude Hopkins Has This to Say About Headlines 284
• Who Needs A Good Headline? 284
• Effective Copy Made Easy 285
• Make The Reader A Guarantee 285
• Where Would You Be Without Your Customers? 286
• Put the Main Benefit in the Headline — Don’t Save It for Last 292
• Don’t Put A Question In The Headline 292
• Body Copy 298
• Your Opener 299
• Your Sell 300
• Think of Your Customers as Individuals 300
• Lead Your Customers To Buy 300
• Let Your Customer Try Your Product 301
• “Cheap” May Not Be Your Strongest Appeal 302
• Personalizing Can Help You Sell Product 303
• Avoid Diminishing the Value of Your Product 306
• Target Your Prospects Appropriately 307
• Don’t Brag — Just The Facts Please 307
• Be Specific 308
• Draw Your Claims From Your Foundation 309
• Say It First — Preemptive Marketing 309
• Tell A Story — Stories Appeal To Individuals 310
• Creating Great Copy 310
• A Proven Pattern for a Good Sales Pitch 311
• Effective Ads Can Run For Years 312
• Tell the Truth, But Make the Truth Fascinating 313
• People Will — And Do — Read Long Copy 314
• Every Advertisement Should Be A Complete Sales Pitch 314
• The Powerful Case 315
• Use Testimonials In Your Copy 316
• Channel and Direct “Desire for the Product” To You 317
• Sell The Benefits — The “Functional Product” — What It Does 318
• Satisfy the Market’s Desire By Underscoring Benefits 320
• Persuasion Techniques In Print 321
• The More You Tell, The More You Sell 322
• Promote What the Customer Really Wants 324
• Do You Even “Need” To Compete On Price? 327
• One Final Word On Price Cutting 328
• Follow These Body Copy Tips 328
• Credentialize Yourself 329
• Your Offer 330
• Emphasize Risk Reversal 331
• Now Close the Sale 331
• Testing is the Key to Successful Advertising 332
• Don’t Change It Because You Are Tired of It 334
• A Product Can Be Advertised Without Investment 334
• Use Advertising To Do Product Acceptance Research 335
• You Can Prove Advertising’s Effectiveness 336
• Test Your Method of Illustration and Layout 337
• Here’s How To Set Up Your Tests 338
• Testing “Small” Can Reduce Downside Risks 340
• Analyze Responses Carefully 342
• The Importance of Your Headline 343
• Don’t Forget to Test! 344
• Cutting Your Cost Per Sale 346
• A Few Steps To Maximizing Your Advertising 346
• Key-Coding 347
• Some Pointers on...Using Graphics To Sell 349
• The Bottom Line On Advertising Lies With Its Integrity 350
• Increase Your Lead And Inquiry Generation Through Advertising 351
• The Advantages and Disadvantages of Small Ads 352
• Ten Limitations of Small Ads 352
• Ten Advantages of Small Ads 353
• Print Advertising 357
• A Key Point To Remember About Direct Response 359
• Model On What Others Are Successfully Using 359
• How To Use Illustrations To Help Advertisements Sell 360
• Write Ads that Work 364
• Giving Up Too Soon On What Works 366
• Forgetting Who Your Customer Is 366
• A Grab Bag of Cautions, Encouragements and Details 367
• All-Time Great Gimmicks: 369
• Stop Spending a Lot of Money on Advertising; Use Cost-Effective Alternatives 369
• How to Save Advertising Dollars by Negotiating Per-Inquiry Deals with Media 370
• Don’t Waste Advertising Dollars 372
• Marginal Net Worth 373
• Why People Keep Doing What They Do 374
• Creative Emulation 378
• How To Write A PI Ad 381
• Getting PI Ads Placed 383
• Print Advertising 384
• Yellow Page Advertising 384
• Commission Advertising 384
• Producing Your Ad 386
• Other Essentials 386
• Launching a Mail-Order Division: 387
• How to Establish a Mail-Order Division 387
• Catalogs, Direct Mail Letters and Other Vehicles 388
• Headline Examples 389
• Headlines For Selling Financial Products and Services 400
• Headlines For Recruiting Purposes 402
• Headlines For Selling Subscriptions 403
• Headlines For Selling Books 404
• Headlines For Selling Personal Products 407
• Headlines For Selling Home Study Courses 409
• Headlines for Selling Business Services 411
• Letter Templates 413
• Direct Response Success Stories 415
• Set Your Own Standard 433
• Telemarketing 433
• Should You Undertake Telemarketing? 433
• Seven Keys to a Winning Sales Pitch 435

Chapter One: Internet Marketing

Chapter Two: Direct Mail

• Your Tireless Sales Force 16
• The Reasons You Should Use Direct Mail 18
• The Giant Companies Use Direct Mail 19
• Put A Salesperson At Your Customer’s Convenience 19
• Generate New Business 20
• Direct Mail’s Many Uses 20
• The Wizard Speaks 24
• How to Make Direct Mail Work for You! 25
• Putting the Package Together 26
• Getting the Right List 30
• Using Computers To Target Your Best Mailing List 31
• Test, Test, and Test Again 36
• A Step-by-Step Guide To Writing Effective Sales Letters and Brochures 38
• The Seven Essentials of Powerful Sales Letters 39
• Present The Facts, State The Basic Truths 44
• How Long Should Your Letters Be? 57
• Read Your Mail, See What “They” Are Doing 61
• Fancy Stationery Offers No Advantage 61
• Layout and Art 65
• Envelopes 67
• Get Immediate Action 70
• Action Stimulators 73
• Other Techniques To Close More Sales 76
• That Personal Touch 79
• Copywriting — To Outsource, Or Not To Outsource… That Is The Question 80
• Analyzing the Copy 91
• Human Interest Direct Response Copy 92
• Use Connecting Words… 93
• Joe Karbo’s Advice 94
• The Power of Customer Endorsements 97
• Use Testimonials 97
• More On Testimonials Boosting Response 98
• Crafting Your Brochure 100
• Coupons Can Help You Track Response 102
• Send Your Clients An Unexpected Gift 103
• Tactics to Maximize Your Results — and Profits 104
• The Power Of Affinity — Turning Affinity Into Revenue 104
• Drastically Increase Revenue By Regaining Inactive Clients 107
• Reestablish Contact 108
• Regular Communication is Key 110
• Arrange Third-Party Deals 111
• Use Courtesy Mailings to Rev Up Sales 113
• Planning Regularly Scheduled Contact with Customers 114
• Continuity in Correspondence 114
• Become a Customer Or Client’s Pen Pal 117
• Finding Your Ideal Customer 118
• A Lesson in Efficiency 119
• Use a Targeted List 120
• A Simple Way to Build a Potent Customer Mailing List 121
• Building the Database 123
• Mathematical Modeling 126
• Renting Mailing Lists 129
• If You Know a Company That Is Going Out Of Business, Buy Their Customers and The Right to
• Fulfill on Orders 133
• Restructuring the Customer Capturing System and Database 135
• Segmenting the Customer List 136
• Fully Utilize Your Customer List 136
• Reactivating Old Customers & Clients 138
• Contacting New Customers 144
• Focus Your Efforts 146
• Your Most Important Asset Is Your Customer List 147
• How To Look At A Name: The Value Of A Specific Customer 148
• Acquiring Qualified Lists 150
• Offer A Consideration To The Host For The Benefit Of His/Her List 153
• Mailing List Rental Is Another Income Generator 155
• Testing Can’t Be Stressed Enough! 157
• Four Key Rules Most Direct Marketers Overlook 158
• Mailing And Postage 158
• Media 159
• Distribution 160
• Follow-Up 162
• Fund Raising 164
• Offers 166
• Printing and Typography 167
• Products 168
• Sampling 169
• Special Occasions 169
• Specialty Advertising 169
• Show Me The Money! 170
• Cost Per Thousand 170
• Cost Per Order 174
• Projecting and Budgeting 175
• More Detail on Testing: Scientific Testing For Increased Response 177
• Some Ideas On What To Test 180
• Now Let’s Test The Tester — You! 184
• More Tips To Stimulate Your Creativity 185
• 34 Ways To Make Direct Mail Work For Your Customers 188
• Letters That Increase Profits Like Crazy 190
• More Examples 203
• Pulling More Income Out of the Client’s Customer Base 210
• Selling Products to a List Never Before Mailed 211
• Boiler-Plate Scenarios: Four Simple Letters to Instantly Boost Profits by $25,000 211
• Selling High Ticket Items 218
• Identifying Potential Clients: Prefacing Letters to Set Up a Potential Client for Your Phone Call 219
• Letters to Solicit Clients in Vertical Markets 228
• Four Letters That Keep Customers Coming Back — and Profits Rolling In 231
• Industry Suggestions 235
• Great Examples 240

Chapter Three: Public Relations

• What Is Publicity? 270
• Work the Publicity and Public Relations Machine to Your Advantage 272
• Be Alert To Promotion Opportunities — Call Them 273
• Most Businesses Fail Because They Neglect to Promote Their Business 274
• Know Who Your Customers Are 274
• Promote Your Business To Them 275
• Find the Unique Hook 277
• The Nine Points of a Good News Release 277
• Don’t Waste the Valuable Time of the Media With Unimportant Trivia 278
• How to Generate Real News 279
• Quality Over Quantity 279
• Know Where To Put What 279
• Use the Consumerism Angle 281
• Targeting News Releases 283
• Zeroing In On A Target 284
• The Case of the Ketchup King 285
• The Three Agendas of Public Relations: 288
• Most People Mismanage PR in a Crisis 290
• Four Quick Ways to Get Print PR 290
• The Benefits of Using Radio for Publicity 291
• You Must Tell the Right Story 293
• Your Story Is Not An Expanded Advertising Message 294
• Remember: The Press Does Not Owe You a Living! 294
• Tie Your Story To Top National Stories vs. Top Local Stories 295
• Your Story Should Piggyback Something Newsworthy 295
• Add Your Story as a “Spin” on the Trend 296
• To Make Your Story Relevant Add A “Twist” Or “Hook” 299
• How to Fit the Consumer Into Your Story 300
• Get Your Story Taken Seriously, Not Just Half-Read and Thrown in the Trash 301
• Step-By-Step Procedure 302
• How to Orchestrate a Perfect Appearance 306
• How to Pitch Your Product Without Failing on your Face 307
• When To Pitch Your Product 308
• Be Prepared to Receive the Response 308
• How Publicity Can Feed a Starving Company 309
• Direct Contact Can Push Publicity 309
• PR Ideas 310
• Examples of Story Angles for Media: 314
• Seize the Opportunity to Create More and Better Media Coverage 317
• Don’t Forget to Say Thank You in a Meaningful Way 317
• Make Media Relations a Two-Way Street 318
• Am I Important Enough to Be Called By Name? 318
• Should I Retain the Services of a Professional Publicist or Public Relations Firm? 318
• Are You Prepared for the Response? 319
• Always, Always Make Time for the Press! 320
• Acquiring Qualified Lists 323
• Distinguish Yourself Through Charity 323
• Doctor Marc Rogers’ Magic Top Ten News Release Templates 324
• How To Use These Templates 324
• Template #1: New product or service launch 327
• Template #2: New business scores 329
• Template #3: Winning an award 332
• Template #4: New appointments 335
• Template #5: Anniversaries 337
• Template #6: Business expansion 339
• Template #7: Surveys 343
• Template #8: Issues 346
• Template #9: Charities and Sponsorship 349
• Template #10: “Competition” 351
• Excerpts from Consulting Calls 352
• Use the Holiday Season to Improve Your Business 364
• Drawings Draw Customers 364
• Forget Cards — Send a Holiday Letter 364
• Host a Party — a Big Party 365
• Distinguish Yourself Through Charity 365
• Public Relations Excerpts from One of My Seminars 371

Chapter Four: Offer Special Events for Customers and Prospects

• Run Special Events (“Closed door” sales, preferred customer offers) 403
• Using Special Events to Bring in First Time Buyers 403
• Special Events Can Serve Many Purposes 404
• Consider Having A Ongoing Series of Special Events 405
• Using Special Events for Existing Customer Base 405
• Using the Media to Attract People to Your Special Event 406
• Make Special Offers for Existing Customers 407
• Special Events for Preferred Customers 408
• Using Special Events to Move Products 409
• Special Events to Make Customers Feel Special 410
• Offer “Preferred Customer” Discounts 410
• Keys to a Successful Special Event 411
• Examples and Ideas for Special Events 412
• The Best Programs Recognizing the Customer as Someone Special 436
• A Conversation with Fran Tarkenton 438
• Set Yourself Apart From Competitors 439
• A Conversation with Chet Holmes 440

Chapter Five: Marketing Your Unused Assets

• Make an Inventory of Your “Hidden” Assets 444
• Use Your Competitors’ Resources 445
• Sell Your Unconverted Leads to Competitors 446
• Licensing Your Products and Services 448
• How To License Your Own Concepts 448
• Market Ideas You’ve Learned Here To Your Industry Or Local Businesses 450

Chapter Six: Buying Other Businesses

• The Dealmaker: The Philosophy Of Putting Deals Together 453
• Know Your Business Purpose 453
• Are You Ambitious? 454
• Finding Your Business 454
• The Reason Those Businesses are for Sale 455
• The Proposal 457
• How Do You Turn the Business Around? 459
• Putting Deals Together 460
• Where You Find Good Deals 461
• Don’t Do It If You Can’t Buy Low 462
• The Dealmaker As Strategist 462
• Establishing Yourself As A Dealmaker 463
• How To Make A Lasting Impression 464
• Regarding Your Reputation 464
• The Bank That Got Away 465
• How To Buy A Bankrupt Bank 466
• The Auction 466
• Why It Didn’t Work 467
• Words of Wisdom from Tom Phillips, Entrepreneur 467

Chapter Seven: Barter

• An Overlooked Profit Opportunity 471
• Create Purchasing Power At Will 471
• Increase Your Sales With Barter 473
• Pay Hard Costs With Soft Dollars 474
• Get Easy Terms of Your Choosing 476
• Leverage Your Dollars with Barter 477
• How to Approach People for Barter Deals 478
• Remember, You Sell the Benefits and the Advantages 479
• Barter for Advertising 480
• You Can Use Barter to Finance Growth 481
• Turn Excess or Obsolete Inventory into Cash 484
• Recycle Dollars Right Back Into Your Pocket 484

Chapter 1: CUSTOMERS

• Your Greatest Asset – Is Your Customers
• Your Best Prospects Are Your existing Customers
• Keep An Accurate And Timely Customer List
• Begin A Perpetual Communication With Your Customers
• Reinforce The Buyer’s Buying Decision
• Upsell Or Resell Right At Or Immediately After The Initial Sale
• Increase The Marginal Net Worth Of The One-Time-Only Customer
• Practice Perpetual Reselling And Cross-Selling
• Ethically Exploit All Available Marketing and Redeployment Opportunities
• Let The Marketplace Decide What They Want
• Make Conservative And Inexpensive Tests To Determine Your Market
• Understanding The Marginal Net Worth Of A Customer
• Break Even May Not Be What You Think
• Calculating Your Customer’s Value
• Consultant/Client Interview Illustrating Geometric Growth
• Become A “Personality” Your Clients (Customers) Recognize
• All Business Start-Ups Should Have A Follow-Up Strategy In Place
• Overlooked Opportunities Exist In All Businesses
• Use Simple Phrases At Closing Time To Add Undiscovered Profits
• Using Telemarketing To Boost Your Profits
• Repeat Business For Many Is An Untapped Gold Mine
• Your Offer Must Be Compelling
• Use Limited Availability To Motivate Customers
• Educate…Educate…Educate Your Customers And They Will Buy
• The cost of Reselling An Existing Customer Pales to Getting A New One
• Observe Customers Closely To Understand Their Needs
• Work All Complaints, And Read Your Mail

Chapter 2: EDUCATION

• You Must Out-Market Your Competitors
• When You Educate Your Customers, You’ll See Your Profits Soar
• You Must Lead Your Customer By the Hand
• Always Give Your Customers The Reasons Why
• The More Factual You Are With Me, The More I’ll Favor You
• Educate People To Appreciate The Value Of What You Deserve
• Tell Your Customers The Truth
• Position Your Company As An Industry Expert
• Send Out Press Releases
• Defer “Self-Serving” For “Education-Rendering” Marketing
• Use Preemptive Marketing To Make Customers Think Of You First

Chapter 3: HOST DEVICES

• Find Synergistic Relationships From Which To Profit
• Offer A Consideration To The Host For The Benefit Of His/Her List
• New Profit Centers Change Customer’s Marginal Net Worth
• You Are Not Going To Gain A Customer For Free
• Host-Beneficiary Relationship Examples
• Three Reasons Why Businesses Do Not Implement Profitable Activities
• Never Turn A Customer Away, Profitably “Refer”
• A Referral May Not Be Worth As Much As A Sale, But It’s Something
• A Wonderful Way To Generate An Ongoing Stream Of Business
• How To Create A Host/Beneficiary Relationship
• Address The Fears Of The Host Immediately
• Typical Objections You Should Be Prepared To Answer
• Things To Watch out For
• If It Doesn’t Cost You Time Or Resources And Makes You Money, Do It
• Start Out With A Pilot Program
• You’ll Be Amazed At What You Can Come Up With
• Those Methods May Be “Unconventional” But They Work
• Mailing List Rental Is Another Income Generator

Chapter 4: START-UP MARKETING

• Start Out With A Professional “Logo” (Trademark Image)
• No Company Can Get By Without Advertising
• Forgo Institutional Advertising
• The Bottom Line On Advertising Lies With Its Integrity
• Rarely If Ever Does A Product “Sell Itself”
• Grow The Value Of Your Customer’s Business
• Various Steps of Marketing
• Your Goal Should Be To Capture The Dominant Market Position
• 20% Of Your Customers Will Contribute 80% Of Your Volume
• Show A Continual Interest In Your Past Customers
• Offer Your Customers What “They Want”
• Companies Get Big Because They Practice Honesty
• Word Of Mouth Is Critical
• Without Integrity, No Company Can Have Positive Word Of Mouth

Chapter 5: MOTIVATIONAL MARKETING

• Do Away With Indecision Soon And Choose A Definite Goal
• You Are What You Think You Are
• Know Exactly What You Want
• Your Thoughts Control Your Actions
• Every Adversity Carries The Seed Of Greater Benefit
• Your Marketing Ideas Must Be Nurtured And Integrated Into The Blueprint Of Your Future
• All Ideas Begin As The Result Of Definiteness Of Purpose
• So Much Of What We Accomplish In Business And In Our Marketing Success Hinges On Our Mental Attitude
• Persistence Is Insurance Against Failure

Chapter 6: UNIQUE SELLING PROPOSITION

• Adopt A USP That Addresses An Obvious Void In The Market-Place
• Identify Needs That Are Going Unfulfilled In Your Industry
• Focus On One Niche – Keep The Promises You Make
• Be Clear And To The Point
• The Price-Discount USP
• The Service-Oriented USP
• The Quality/Snob-Appeal USP
• Reinforce Your USP In Every Aspect Of Your Marketing
• Suggestions On Finding Your Niche
• Embrace Believe, Postulate; Your USP With Everyone
• Use The USP To Create Repeat Sales
• Extend Your USP
• Carry Out Your USP In Your, And Your Employees, Actions
• Convey Your USP Even To Dissatisfied Customers

Chapter 7: DIRECT RESPONSE

• Salesmanship In Print And/Or Over The Air
• Direct Response Brings Measurable Results
• Direct Mail
• Identify Your Market
• The Giant Companies Use Direct Mail
• Telemarketing
• Should You Undertake Telemarketing?
• Print Advertising
• A Key Point To Remember About Direct Response
• Model On What Others Are Successfully Using

Chapter 8: WRITING

Chapter 9: ADVERTISING

• Advertising Is Salesmanship
• People Care Most About What Is Going To Benefit Them
• They Want To Know You’re Qualified To Help Them
• Cut Back On Costly Institutional Advertising
• Ads Should Be Created To Stimulate A Direct Response – Immediate Action
• Direct Response Ads Help Conserve Your Investment
• Cutting Your Cost Per Sale
• A Few Steps To Maximizing Your Advertising
• The Importance Of Your Headline
• Testing Is The Key To Successful Advertising
• Test Your Method Of Illustration And Layout
• Here’s How To Set Up Your Tests
• Testing “Small” Can Reduce Downside Risks
• Analyze Responses Carefully
• A Product Can Be Advertised Without Investment
• Use Advertising To Do Product Acceptance Research
• You Can Prove Advertising’s Effectiveness
• Making Headlines Work For You
• Telegraph Your Advertising Message To Your Primary Prospects
• Think Of Your Customers As Individuals
• Lead Your Customers To “Buy”
• Let Your Customer Try Your Product
• “Cheap” May Not Be Your Strongest Appeal
• Personalizing Can Help You Sell Product
• Avoid Diminishing The Value Of Your Product
• Target Your Prospects Appropriately
• Don’t Brag, Just The Facts, Please
• Be Specific
• Draw Your Claims From Your Foundation
• Say It First – Preemptive Marketing
• Tell A Story – Stories Appeal To Individuals
• Effective Ads Can Run For Years
• Tell The Truth, But Make The Truth Fascinating
• People Will And Do, Read Long Copy
• Every Advertisement Should Be A Complete Sales Pitch
• Use Testimonials In Your Copy
• Channel And Direct “Desire For The Product” To You
• Sell The Benefits – The “Functional Product” – What It Does
• Satisfy The Market’s Desire By Underscoring Benefits
• Find The Dominant Benefit – Make That Your Headline
• The More You Tell, The More You Sell
• Never Assume That Because You Know What You Mean, Your Reader Will
• Promote What The Customer Really Wants
• Do You Even “Need” To Compete On Price?
• One Final Word On Price Cutting
• How To Use Illustrations To Help Advertisements Sell
• Grab The Reader And Attract Attention With Your Headline
• Show Prospective Customers The Advantage Of Using You
• Persuasion Techniques In Print
• Closing The Sale
• You Should Be Able To Write Your Own Best Ad
• A Few Things For You To Know About Classified Ads
• How To Make Yellow Page Advertising Work For You
• Television Advertising’s Unique Features
• The Advantages And Disadvantages Of Small Ads
• Ten Limitations Of Small Ads
• Ten Advantages of Small Ads
• How To Make Deals That Can Cut Your Advertising Cost
• PI Advertising Can Make Sweet Deals For All
• Who Does Per-Inquiry Advertising?
• What Types of Media Allow Per-Inquiry Advertising
• Finding Your Advertising Niche
• Timing Your PI Offers
• Why Would An Advertising Medium Use Per-Inquiry Advertising?
• How To Write a PI Ad
• Getting PI Ad placed
• It Helps To Know Someone Who Knows Someone

Chapter 10: CONVERTING PROSPECTS

• Turning Prospects Into Buyers
• Begin The Sales Process With The Very First Contact
• Make Doing Business With You Inviting, Fun, And Easy
• Customer’s Desires And Situations Are Constantly Changing
• Regular Communication Can Be Rewarding
• Risk Reversal Is A Strong Conversion Technique
• Strong Guarantees Help You Convert Prospects To Customers
• The Better-Than-Risk-Free Guarantee
• Adding Other Incentives For Your Prospects To Buy
• Some Lessons From Enterprising Entrepreneurs In Mexico
• Package Deals As An Effective Marketing Maneuver
• Repackaging Existing Products Or services Wins Renewal Business
• Following Up On Sales Lead
• Techniques That Help Get The Order
• Using Common-Sense Market Research
• Validate The Market Before You Invest
• The Creative Emulation Marketing Test Concept
• Another Way To Get A Priceless Marketing Education
• Sure-Fire Special Promotions
• Special Cash Promotions
• Turning Problems Into Opportunities
• The “Tax Problem” Promotion
• The “Marketing Test” Approach
• Using “Paper Perceived Value” For The Ethical Bribe
• Post-Purchase Reassurance
• Referrals
• “Assumptive Letters”
• The Two-Step Approach

Chapter 11: DIRECT MAIL MARKETING

• The Four Types Of Direct Mail Promotions
• The List Is The Most Important Factor
• Components Of A Direct Mail Package
• Using Computers To Target Your Best Mailing List
• Read Your Mail, See What “They” Are Doing
• The Reasons You Should Use Direct Mail
• You Put A Salesperson At The Customer’s Convenience
• You Generate New Business
• The Carrier Envelope
• The Sales Letter
• Joe Karbo’s Advice
• The Component’s Of A Sales Letter
• Headlines Are The Key
• The Body Of A Sales Letter
• Present The Facts, State The Basic Truths
• Close That Deal To Make The Sale
• How Long Should Your Letters Be
• Put Technical Information In Your Brochure
• Coupons Can Help You Track Response
• Your Reply Envelope Pays In Response
• Basic Considerations
• Action Stimulators
• Copy
• Credit Cards
• Distribution
• Enclosures
• Envelope Mailing
• Envelopes, Reply
• Follow-Up
• Formats, Direct Mail
• Fund Raising
• Guarantees And Warranties
• Inquiry Handling
• Lay-out and Art
• Mailing And Postage
• Marker
• Media, Other
• Objectives
• Offers
• Order Forms/Response Vehicles
• Presentation
• Printing And Typography
• Products
• Response
• Sampling
• Special Occasions
• Specialty Advertising
• Testing
• Cost Per Thousand
• Cost Per Order
• Projecting and Budgeting
• Questions For Review
• Scientific Testing For Increased Response
• Some Ideas On What To Test
• Questions For Review
• Analyzing The Copy
• An Overlooked Technique
• Human Interest Direct Response Copy
• The Power Of Customer Endorsements
• Use Testimonials
• Send Your Clients As Unexpected Gift
• The Power Of Risk Reversals And Preview Periods
• More On Testimonials Boosting Response
• Other Techniques To Close More Sales
• Eight Letters That Increase Profits Like Crazy

Chapter 12: TELEMARKETING

• Qualify Your Telemarketing Prospects
• Don’t Set-Up Mailing Before Calling
• How To Hire Telemarketers
• Two-Tier Calling Can Qualify Interested Parties
• Keep The Telemarketers On the Phone
• Monitor What Telemarketers Say
• You Have About 30 Seconds To Appeal
• Learn To Ask Questions, It’s The Best Way To Sell
• A “Service” Call Is A Good Introduction
• Telemarketing Don’ts
• How To Use The Telephone
• When The Prospect Calls You
• How To Respond To A Prospect Who Writes
• Using The telephone To Follow-Up Leads

Chapter 13: MARKETING HELP FROM YOUR VENDORS

• How Your Vendors Can Help You Market Yourself
• When Costs Weigh Less Than Results
• The Principle Of Variable Incentives
• Building A Valuable Back-End
• How To Get Vendors To Finance You!
• Adjust The Deal To Your Circumstances
• Better Results With Less Risk
• Why Variables Work
• Your Success Means Their Success
• Bringing Variable Compensation Into Sharper Focus
• How Much Risk Are You Asking Them To Take?
• How Spending More Can Get You More
• How To Structure The Deal For Easy Renegotiating
• Use Compensation That Has Perceived And Real Value
• Look Around At What Else You Can Offer
• Find Areas Of Mutual Benefit
• Turn Your Vendors Into Venture Capitalists
• How To Find And Approach The Right Vendors
• Know Your Facts And Figures
• How To Profit From Vendor/Supplier Relationships
• Creating A Competitive Atmosphere
• Other Ways To Use Vendors
• How You Can Profit From Professional Relationships

Chapter 14: PUBLIC RELATIONS

• How To Turn Publicity Into A Powerful Sales Tool
• What Is Publicity?
• The Benefits Of Using Radio For Publicity
• You Must Tell The Right “Story”
• Your Story Is Not An Expanded Advertising Message
• Your Story Must “Piggyback” Something “Newsworthy”
• You Can Piggyback On Current Events, Trends Or Fads
• Trends Can Be Spotted If You Look Carefully
• Add Your Story As A “Spin” On The Trend
• Top National Stories vs Top Local Stories
• To Make Your Story Relevant Add A “Twist” Or “Hook”
• Fit The Consumer Into Your Story
• How To Approach The Producer
• A Step By Step Procedure
• What You Will Send
• What Else You Should Send
• Calling The Producer
• Contact Them Again and Again
• Your Appearance
• Avoid Making Your Appearance A Commercial
• Avoid Yes/No Responses
• Avoid Beating A Dead Horse
• How To Orchestrate A Perfect Appearance
• How To Pitch Your Product Without Falling On Your Face
• When To Pitch Your Product
• Be Prepared To Receive The Response
• The Press Release
• How Publicity Can Feed A Starving Company
• Direct Contact Can Push Publicity
• Be Alert To Promotion Opportunities – Call Them
• Most Businesses Fail Because They Neglect To Promote Their Business
• Know Who Your Customers Are
• Promote Your Business To Them
• Find The Unique Hook
• Learn The “News Release Format”
• The Nine Points Of A Good News Release
• Know Where To Put What
• Use The Consumerism Angle
• Targeting News Releases
• Zeroing In On A Target
• The Case Of The Ketchup King

Chapter 15: BUILDING A POWERFUL SALES FORCE

• A Problem-Solving Approach Can Dramatically Increase Orders
• Pushing Your Salesperson’s “Hot Button”
• You Should Never Stop Learning
• Tips For Coaching Your Sales Force
• Making The Most Of Rejection
• Six Key Strategies For Dealing With Rejection
• Eleven Top-Notch Suggestions To Improve Your Listening Skills
• Begin By Closing The Sale
• How To Handle The Failure Syndrome
• Constantly Recruit Salespeople For Your Force
• Offer A Desirable Payoff To Your Sales Force
• Profile The Job And The Employee
• Play Off Your Salespeople’s Values
• What To Look For In A Salesperson

Chapter 16: BARTER

• The Advantages Of Barter
• Determine Your Barter Leverage Position
• Start With The Obvious
• Offer Unlimited Time/Date Use
• Go Wild With Possibilities
• Triangulation The Hidden Key To Greater Barter Riches
• The Restaurateur and the Auto
• Setting Up A Three-Way Trade
• Finding Your “Hidden” Profits
• Get the Gas and Insurance Free, Too
• Some Possible Variations

Chapter 17: MARKETING FOR PROFESSIONALS

• Yellow Page Ads That Pull
• Effective Direct Mail Letters
• Newsletters for Your Current Practice and To Attract Clients
• Using Lectures and Seminars to Draw Potential New Clients
• Tapes and Transcripts of Seminars Are Powerful Marketing Tools
• Developing A Professional Business
• Investing Time and Money in Marketing
• Bartering Services to Leverage Marketing Power
• Marginal Net Worth: Bring In Clients at Loss and Still Make A Fortune
• Reducing Taxes and Getting Your Write-Off Back
• Buying Practices
• Tax-Deductible Cruise Seminars
• Rolling Revenues and Expenses from Corporate To Personal Income and Back
• Columns with Your By-Line in the Local Newspaper
• Becoming the Medical or Financial Director of Businesses
• Twenty-Four-Hour Information Hotlines
• Profitable Seminars
• Clinics To Increase Cash Flow And Profits
• Follow-Up On Clients
• A Short Course In Humanese
• Time Donations Bring Maximum Marketing Dividends
• Tracking Results Of Advertising
• Using Other People To Fulfill Your Obligations
• Creating Instant Stature, Respect and Prestige

Chapter 18: MARKETING FOR SPECIFIC BUSINESSES

• Clothiers
• Wholesalers
• Mail-Order Business
• Lawyers
• Coin Dealers
• Travel Agencies
• Health And Fitness Clubs
• Tanning Salons
• Car Dealers
• Oral Surgeons
• Hotels
• Financial Planners/Insurance Salespeople
• Bus Coach Travel Companies
• Mutual Funds
• Video Rental Stores
• Software Publishers
• Mom-And-Pop Grocery Stores
• Banks
• Credit Clean-Up Services
• Loan Brokers
• Importers
• Plant Services
• Office Equipment Companies
• Quickprint Shops
• Mini-Warehouse (self-storage) Facilities
• Newsletter Publishers
• Investors
• Newspaper Publishers
• Carpet Companies
• Carpet Cleaning Companies
• Restaurants
• Beauty Supply Distributors
• Franchisors
• Florists
• Office Supply Stores
• Bakeries
• Telephone Answering Services
• Pet Shops
• Accountants
• Dry Cleaners
• Liquor Stores
• Heating And Air-Conditioning Services
• Advertising Agencies
• Medical Specialists
• Dentists
• Resume Preparation Services
• Pharmacists
• Retirees
• Employees Of Companies
• Entrepreneurs

Chapter 19: MARKETING WHAT YOU KNOW

• Licensing Your Products And Services
• How To License Your Own Concepts
• Market Ideas You’ve Learned Here To Your Industry Or Local Businesses
• Learn What Others Do And Teach Their Concepts
• Here’s A Simple Licensing Pitch
• Putting On Focused Seminars For A Fee
• View Every Marketing Opportunity As A Chance To Profit
• Turning “Used” Assets

Chapter 20: HOW TO PUT ON A GREAT MARKETING CAMPAIGN

• Taking Your Clients By The Hand
• Motivating Your Clients To Action
• The Powerful Case
• Sitting Around The Fire
• Answer Their Questions!
• Get People To Respond
• Avoid The Major Marketing Pitfalls
• Develop A World-Class Marketing Perspective
• Where I’m Coming From
• Be A Great Marketer
• Our Setting Giving John A Hand
• Giving John A Hand
• Can I Afford To Do This?
• Contacting New Customers
• Let’s Be Realistic
• The Old “Any Excuse For A Sale”
• “But I Don’t Own A Restaurant!”

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