kennedy newsletter insights master list to end of 2005

8/14/2019 Kennedy Newsletter Insights Master List to End of 2005

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AMERICAN EXPRESS IS OFFERING ITS CARDHOLDER DATABASE TO ITS

MERCHANTS, with lots of selects i.e. !e, se" #$ %&'i#! i#te(ests i.e. t()el, e#te(ti#*e#t,s+o(ts, etc. So (est&(#t c# !et list of AE c($hol$e(s i# thei( (e tht &se the c($ lot i#(est&(#ts. A #tio#l *.o. *(ete( of !olf st&ff c# !et list of c($hol$e(s who %&' !olf+(o$&cts o( +t(o#i-e !olf co&(ses. Etc. If 'o&(e # AE *e(ch#t, 'o& +(o%%l' !ot the s*e lette(%o&t this I $i$, %&t if #ot/ thei( List Se()ices 0122345637288. AE lso hs 9%&si#ess we%site9 :

www.*e(ic#e"+(ess.co*.

AN;TIME ;O< THIN= OPPORT


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h)e the C.A. !i)e the* the 9(efe((l histo('9 with the +tie#ts #otes, ch(ts o( "3('s...thet()eli#! file...so the D(s. co&l$ tl with ech +tie#t %o&t (efe((ls while t(eti#! the*.

JALht $i$ I $o to$', to i*+(o)e thi#!s )s. the w' the' we(e 'este($'

Fi(st two #swe(s (e#t ll tht )l&%le witho&t !oo$ #swe( to the thi($ &estio#.

REFERRALS/ So he(es # i#te(esti#! e"e(cise/ (e)iew 'o&( cti)e clie#tc&sto*e(+tie#t list

to fi#$ o&t who hs #ot (efe((e$. The# te e* o&t to lch #$ s e* wh'. Oh, #$ (e$(e3(e$e((' >ilso#s %oo >ORD OF MOe lw's t&!ht the chi(o+(cto(s toh)e the C.A. !i)e the* the 9(efe((l histo('9 with the +tie#ts #otes, ch(ts o( "3('s...thet()eli#! file...so the D(s. co&l$ tl with ech +tie#t %o&t (efe((ls while t(eti#! the*.

JALht $i$ I $o to$', to i*+(o)e thi#!s )s. the w' the' we(e 'este($'

Fi(st two #swe(s (e#t ll tht )l&%le witho&t !oo$ #swe( to the thi($ &estio#.

PERMISSION MAR=ETING. He(e (e this !&'Ks 95 Tests Of Pe(*issio#9, well wo(th si#!

'o&(self %o&t/

Does e)e(' si#!le *(eti#! effo(t 'o& c(ete e#co&(!e le(#i#! (eltio#shi+ with 'o&(

c&sto*e(s Does it i#)ite c&sto*e(s to 9(ise thei( h#$s9 #$ st(t co**icti#!


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Do 'o& h)e +e(*issio#s $t%se M' #ote/ Lists of +eo+le who h)e !i)e# 'o& +e(*issio# to

co#ti#&e co**icti#! with the* #$ selli#! to the*....who 'o& #ow will (e$ 'o&( *il

If co#s&*e(s !)e 'o& +e(*issio# to tl to the*, wo&l$ 'o& h)e #'thi#! to s' H)e 'o&

$e)elo+e$ *(eti#! c&((ic&l&* to tech +eo+le %o&t 'o&( +(o$&cts o( se()ices

O#ce so*eo#e %eco*es c&sto*e(, $o 'o& wo( to $ee+e# 'o&( +e(*issio# to co**icte withtht +e(so#

I fi(st he($ G(' Hl%e(t tli#! %o&t the )l&e of !etti#! +eo+le to 9(ise thei( h#$s9 *o(e

th# $o-e# 'e(s !o. This is the esse#ce of s*(t, $isc(i*i#to(' *(eti#! i.e. !etti#! the hi!h+(o%%ilit' +(os+ects to ste+ fo(w($ #$ i$e#tif' the*sel)es s e(l' #$ che+l' s +ossi%le, so'o& c# i#)est the %&l of 'o&( (eso&(ces o#l' i# the* #$ )oi$ i#)esti#! i# e)e('%o$' else. I#MAGNETIC MAR=ETING, I *ost ofte# show this %ei#! $o#e %' offe(i#! so*e i#$ of (ele)#t,++eli#!, i#fo(*tio#l Le$ Ge#e(tio# M!#et LGM.

Je(' !oo$ te(*i#olo!'/ 9*(eti#! c&((ic&l&*.9 M&ch lie school hs *te(il to %e co)e(e$

i# G($e 7, the# *o(e i# G($e 8, etc., 'o& sho&l$ %e cle( %o&t wht 'o& w#t 'o&( c&sto*e(s to#ow %o&t 'o& fi(st #$ fo(e*ost, seco#$, thi($, etc. #$ h)e st(te!' to tech #$ t(i# the

c&sto*e( with 'o&( c&((ic&l&*. C&sto*e(s Mll St(eeto&(#l (ticle te( sheet, %o&t S*(tS+iffs, ct&l w($ ce(ts f(o* S*(tS+iffsK &se(sMi#&teMi$ O(#!e &ice #$ c D#iels. Res&lt/ 4? sles +(ese#ttio# ++oi#t*e#ts f(o* the722 +(os+ects. 4? (es+o#se.


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HOW TO $%"EASE )E**OW PAGES A' ESPO%SE +#P TO ,-./( Bsic Ti+ 07/ Co+'

sells the *o(e 'o& tell, the *o(e 'o& sell. Tests #$ foc&s !(o&+ (ese(ch %' ;P i#$ictes thtwhe# two co*+(%le $s (e show# to co#s&*e(s, the o#e with the *ost i#fo(*tio# is chose#%etwee# 46 to ? of the ti*e. Bsic Ti+ 08/ B&'e(s $o #ot !o to ;P looi#! fo( fi(* %'#*e. A Bell Atl#tic st&$'/ 55 co*+letel' co**itte$, #o +(e3co#cei)e$ i$es ?7 h$ twoo( *o(e co*+#' #*es i# *i#$, still o+e#3*i#$e$. Bsic Ti+ 0?/ Gi)e# *ess!e tht @&stifies

the s+ce, %i!!e( si-e *&lti+lies (es&lts e"+oe#till'. S*llest to #e"t s*llest i.e. 8X si-e, 5X(es+o#se. Si-e @&*+ 5X, 76X (es+o#se. S+ecific test of o#e +!e of flo(ist $s, 522 co#s&*e(s/11 (e$ l(!est $ fi(st 3 7X *o(e th# (e$ the #e"t %i!!est $ fi(st. JER; i*+o(t#t +oi#tfo( o&( clie#ts M' w#t to loo t LOT of 'ellow +!es $s fo( chi(os, test o&t *o(e co+',etc

I !ot so*e s+ectc&l(l' !oo$ $)ice &ote/ 9;o&Kll *e *o#e' *ost (e$il' %' selli#! to

s&ccessf&l +eo+le e!e( to !et little %it %ette(, #ot to those who #ee$ this i#fo(*tio# *ost.9Itws t(&e the#, itKs t(&e #ow. I# *#' cses, o&( whole ++(och to $)e(tisi#! is to !et +eo+lel(e$' thi#i#! 9(i!ht9to ste+ fo(w($ #$ i$e#tif' the*sel)es so we c# sell to the* it is #ot toch#!e #'%o$'Ks thi#i#!.

To Do/ A#' w' to $)e(tise fi##ci#! )s. 'o&( +(o$&ctse()ice

LISTS/ $i$ 'o& #ow *ost G&th'3Re#e( TJ %&'e( lists (e )il%le E!s./ JitPowe(

Co#ti#&it' B&'e(s locll', co&l$ %e &se$ %' chi(o+(cto(s, +e(so#l t(i#e(s, helth'3foo$ (est&3(#ts Jicto(i P(i#ci+l si# c(e %&'e(s wo*e#sK fshio#s, s+, !'* To#' Ro%%i#sK Pe(so#lPowe(Powe( Tl %&'e(s. Also/ the lists f(o* the co*+#' !(ow# &+ f(o* Hl%e(ts N


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the eco#o*ics of c&sto*e( se()ice tht %i! %&si#esses (e fi#$i#! it *o(e #et3+(ofit%le to $eli)e(%$ se()ice th# !oo$ se()ice. I s&!!est (e$i#! it. M' tho&!hts fte( $oi#! so/ %i! %&si#essKco#ti#&l *o)e*e#t tow($ sho(te( #$ sho(te( te(* thi#i#!, #$ co*+lete i#co*+ete#ce whe# itco*es to wisel' $e+lo'i#! (eso&(ces %etwee# $)e(tisi#! fo( #ew c&sto*e(s )s. ee+i#! #$c(eti#! )l&e i# +(ese#t c&sto*e(s si*+l' *e#s !(owi#!, !(ete( o++o(tit' fo( 9little !&'s9who will te the lo#!e( )iew i# his %oo D)eKs >'K, D)e w(ote/ 9A$$i#! %(#$ #ewite* wo#Kt s)e st&*%li#! (est&(#t. Too *#' +eo+le w#t to hit ho*e ( with the ltestf$ *e#& ite* (the( th# h)i#! s+(li#! cle# (est(oo*...... The sl$ %( wo#Kt wsh 'o&(wi#$ows. >ell *#!e$ o+e(tio#s (e *o(e i*+o(t#t th# #' o#e +(o$&ct 'o& sell.9 M'e"+e(ie#ce is tht *ost co*+#ies *iste#l' se+(te 9c&sto*e( se()ice9 s cost of o+e(tio#sf(o* 9sles #$ *(eti#!9 +(ofit ce#te(. >ht D)e Tho*s, >lt Dis#e' #$ few othe(s!(s+e$ is tht 9cle# wi#$ows9 IS *(eti#!. >eK)e lo#! t&!ht Mie J#ceKs 93Se#se3i#!9 tochi(o+(cto(s #$ $e#tists, (!&i#! tht the s&* i*+ct of i#+&t f(o* ll fi)e se#ses o# the+tie#tKs s&%co#scio&s co#t(ols (ete#tio# #$ (efe((ls. Most %&si#esses wo&l$ %e well se()e$ %'(e3llocti#! ?2 of thei( $ %&$!et to c&sto*e( stisfctio# *tte(s, lie cle# (est(oo*s,$e&te stffi#!, etc., #$ #othe( ?2 to c&sto*e( se()ice *tte(s, lie +ost3se()ice co#ce(#clls, c&sto*e( e$&ctio# #$ so o#.

GETTING TESTIMONIALS. The(eKs lw's lot of $isc&ssio# %o&t wht c# %e $o#e to

e#co&(!e #$ o%ti# !oo$ testi*o#ils 3 i#cl&$i#! c# the' sho&l$ the' %e i#ce#ti)i-e$ o((ew($e$ I s+otte$ little ti#'3+(i#t foot #ote i# stoc +(os+ect&s3%(och&(e f(o* co*+#'clle$ T(#s3O(ie#t Pet(ole&* fet&(#! sh(ehol$e( testi*o#ils/ 9I# ++(ecitio# fo( sh(i#! thei(sto(ies, T(#s3O(ie#t Pet(ole&* hs $o#te$ 22 to the ch(it' of choice of ech sh(ehol$e(+(ofile$.9 O#e *o(e w' to h#$le this.

O#e of the *ost i#te(esti#! o++o(tities +(ese#te$ %' the I#te(#et is the %ilit' to $(e$!e &+ ol$,

+(e)io&sl' s&ccessf&l *il3o($e( +(o*otio#s #$ !i)e the* (ei#c(#te$ life. I +(e$ict wholelot of fols will *e whole lot of *o#e' $oi#! @&st tht i# the 'e(s to co*e. Re/ >e%site$oi#! f*il' he(l$('U t'+e of thi#!, co*+letel' (i++i#! off Hl%e(t

the(e (e few *istes (eocc&((i#! with *i#$3#&*%i#! co#siste#c'/ fi(st, $e(&se of

testi*o#ils. Thi#i#! tht 'o& sho&l$ %e o( will %e %elie)e$ @&st c&- 'o& s' so is # e#o(*o&s#$ e"+e#si)e co#ceit. The s*(t l%eit *il$l' +(#oi$ lte(#ti)e is to ss&*e 'o& will %e $is3%elie)e$ t e)e(' t&(#, with e)e(' sse(tio# s*ll o( l(!e, #$ st(i)e to s&++o(t 'o&( stte*e#tswith +(oof, which is ofte# %est +(o)i$e$ %' testi*o#ils. Seco#$, %ei#! $&ll, fct&l,9+(ofessio#l9 #$o( i#stit&tio#l i#ste$ of i#te(esti#!, e)e# e#te(ti#i#!, +(o)octi)e,co#)e(stio#l #$ +e(so#l. Thi($, wi*+i#! o&t whe# it co*es ti*e to 9close the sle9. Most $s#$ lette(s (e s%ot!e$ %' eithe( the lc of s+ecific, cle(, i((esisti%le offe( o( %' lc of s+ecific, cle( i#st(&ctio# of wht to $o #e"t.

AN OBSERJATION/ MEDICAL DRS. DONKT RATE AS ENDORSERS. M'%e 'o&K)e

#otice$/ the(eKs h&!e %oo* i# the lte(#ti)e helth i#$&st(' 3 i# +(t, (eflectio# of the +&%licKse)e(3i#c(esi#! $ist(&st #$ $is+les&(e with the *e$icl est%lish*e#t. Also/ Bl&e C(oss is+(o*oti#! # 1220 to cll #$ !et $)ice f(o* #&(ses NOT $octo(s. Me #ote/ if *(eti#!helth +(o$&cts/ chi(o+(cto(s #$ #&(ses (e %ette( th# M.D.Ks s e#$o(se(s these $'s.

SEARCHING FOR >A;S TO 9PROJE ;O TO GET 9RICH9 MATERIAL FOR 9HOT9 INFO3PRODile', with se(ies of #ew %oos,


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%e!i##i#! with 9OPRAH >INFRE; SPEA=S/ I#si!ht F(o* The >o(l$Ks Most I#fl&e#tilJoice9 #$ 9BILL GATES SPEA=S/ I#si!ht F(o* The >o(l$Ks G(etest E#t(e+(e#e&(9 #$9>ARREN B((e#. B&t *e #o *iste %o&t this O+(h,etc. h$ #othi#! to $o with these %oos. These +eo+le (e +&%lic fi!&(es, so the' h)e little+(otecti)e (i!hts o)e( thei( &tte(#ces. So these %oos (e co*+iltio#s of wht these +eo+le h)esi$ i# i#te()iews i# #ews++e(s, *!-i#es, o# ($io #$ TJ, #$ i# thei( ow# w(iti#!s. This is *o$el #'%o$' co&l$ co+', $(wi#! o# #' +&%lic fi!&(es tht wo&l$ %e of i#te(est to thei(c&sto*e( %ses.

9FINAL NOTICE9 MAR=ETING >OR=S. IC Me*%e( C.. Bo#st(&+ of Atls I#fo Se()ices i#

NC who sells %i- i#fo to the P.I. i#$&st(' se#t *e his +ostc($ E"hi%it 06 se#t to 7,2cc&*&lte$, co#)e(te$ le$s 3 #$ followe$ &+ with FAX #$o( e3*il. This &ses the9i*+e#$i#! +(ice i#c(ese9 s its the*e. Res&lt/ 8 its. A%o&t # 13to37 !i#st costs, *'%e %it %ette(. I# his #ote to *e, he si$ he ws )iolti#! *' *etho$s %' &si#! +ostc($s. Not t ll.>e &se the*, *' clie#ts &se the*. To cl(if', *' +ositio# is s follows/ f&ll3%low# lette( willl*ost lw's o&t+e(fo(* +ostc($ *ili#! i# !(oss (es&lts %&t #ot #ecess(il' i# #et +(ofits, sothe )l&e of the t(#sctio# #$o( c&sto*e( c&i(e$ hel+s $ete(*i#e the %est *e$i % whilelette(s (e %est t the e(l' st!es of se&e#ce, +ostc($s c# $efi#itel' wo( s +(t of se&e#ce. Th#s C.

So, to !et +st !teee+e(s/ i# !e#e(l, 'o& c# t(' &(!e#t $eli)e(' *etho$s, s&ch s Fe$X,

*esse#!e( se()ices, etc. #$o( $i(ectl' e#listi#! the i$ of the !teee+e( %' lette( o( cll o( )isit3 with st(o#! stte*e#t of +ote#til %e#efit to the !teee+e( tht co&l$ (es&lt f(o* the +(os+ect(e)iewi#! 'o&( i#fo(*tio#. E!s./ M(s. Office M#!e(, whe# $octo(s i*+le*e#t o&( s'ste*, #oto#l' $o the' s)e *o#e', %&t the' (e$&ce stff wo(lo$ %' 71 to 88. To co**#$ tte#tio##$ co*+el (es+o#se, 'o& *&st the# eithe( so l(* the +(os+ect o( hol$ o&t s&ch # i((esisti%le,h&!e +(o*ises, tht he c##ot (is i!#o(i#! 'o&. A#$ it *&st %e )e(' s+ecific to the +(os+ect. If Iwe(e i# 'o&( shoes #$ I h)e %ee#, IK$ !et %&s'. Fi"i#! wht we @&st tle$ %o&t. A#$, whe#'o& (ell' h)e #o csh, 'o& &s&ll' h)e ti*e, so 'o& c# h#$3$$(ess, 'o& c# %e 'o&( ow#*esse#!e( se()ice, 'o& c# $o follow3&+ clls, #$ so o#. S+ecific to *(eti#! to D(s. tho&!h,'o& $es+e(tel' #ee$ 9ch*+io#9 3 h++' $octo( clie#t who will let 'o& &se hi* i# 'o&(*(eti#!. ;o& *' #ee$ to %(te( f(ee se()ices fo( this.


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IF ;O< SPEND SERIOo&l$#t Go To The Fi#est Ste Ho&se I# Tow# A#$ O($e( Fish

33 So >h' >o&l$ ;o& O($e( ;o&( C&sto* L+el Pi#s WF(o* A Ni#co*+oo+ >ho =#ows LittleO( Nothi#! A%o&t ;o&( O(!#i-tio#9 Atte#tio#, Co+'w(iti#! Coch3i#! Me*%e(s/ $$ this to'o&( %# of fo(*&lic, fill3i#3the3%l#s. ;o& >o&l$#t Go To A 33333333 Fo( 333333, So >h'

>o&l$ ;o& 333333333333 F(o* 333333333333.

GOOD ADS, BAD PHONE BAD RESERS hs

%ee# o# se)e(l of the Pete( Lowe I#tl e)e#ts with &s lst 'e( #$ this 'e( 3 #$, if 'o& w#t tohe( s&+e(% h#$li#! of the +ho#es, cll the(e #$ +lce # o($e( fo( so*e flowe(s. The lst ti*e I$i$ it, Di#e ws o&tst#$i#!, with s&!!esti)e selli#!, !e#tle +(ice3%&*+i#!, two +ost3o($e(&+sells #$ # tte*+t t c+t&(i#! # e3*il $$(ess. B&t %est of ll, s I ws t('i#! to e#$ thecll/ 9M(. =e##e$', @&st o#e *o(e *i#&te/ I w#t to co#!(t&lte 'o& o# *i#! !(etchoice9....the# (e3$esc(i%e$ how te((ific this thi#! looe$ #$ s*elle$.....9#$ I w#t 'o& to #owIll +e(3so#ll' te )e(' !oo$ c(e of 'o&( o($e(.9 Je(' $iffic&lt to !et this i#$ of &lit' o# the+ho#e i# %i! o+e(tio#, hec, i# #' si-e o+e(tio#. A#$ *e #o *iste %o&t this/ *#'othe(wise effecti)e $)e(tisi#! #$ *(eti#! c*+i!#s (e s%ot!e$ %' the h#$li#! of thei#%o$ clls.

A lot of +eo+le thi# thei( clie#ts o&!ht to (efe( @&st %ec&se of the !(et @o% the' $o. B&t 'o& (e

s&++ose$ to $o !(et @o%. Thts wht the clie#t +'s fo(, #$ +'i#! e#$s his o%i!tio#. If 'o&w#t to o%li!te hi* f&(the(, 'o& h)e to $o (ell' e"t(o($i#(', o&tsi$e3the3%o", $$e$ )l&ethi#!s i# se()ice #$ i# (eltio#shi+ #&(t&(i#!. A#$ e)e# the#, 'o& still #ee$ to t lest s #$(ew($, if #ot lso i#ce#ti)i-e (efe((ls. Co#si$e(i#! wht it costs to !et clie#t )i othe( *e#s,'o& c# s+e#$ hlf tht o# (efe((l sti*&ltio# +(o!(* #$ %e w' he$. I# sho(t, 'o& *(etto clie#ts to !et (efe((ls, 'o& $o#t !et the* &to*ticll'. I (ece#tl' looe$ t (es&lts f(o* o#e ofMichel =i*%les +(i#te( clie#ts/ this +(i#te( &se$ (efe((l sti*&ltio# lette(, se#t o&t ?2 lette(s,#$ %(o&!ht i# 2,222.22 wo(th of #ew %&si#ess f(o* (efe((e$ clie#ts. A chi(o+(cto( I


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occsio#ll' co#s&lt with %ooe$ ? #ew e"* ++oi#t*e#ts s (es&lt of his two $' +tie#t++(ecitio# $'s%(i#!33f(ie#$ e)e#t. B&t s&ch thi#!s $o#t h++e# cci$e#tll' o( &to*ticll'.

SELL JAL TO SELL MORE INFO PROD


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#o sol&tio#s. IKll ee+ 'o& +oste$, #$ if 'o& le(# #'thi#! &sef&l, let *e #ow. Loo i#to howthis is c&((e#tl' %ei#! h#$le$

>ARNING RE. TITLES CLAIMS. Di$@ #ow....'o&( +(o$&ct title c# %e i#te(+(ete$ %'

(e!&lto(' !e#cies s +(o$&ct cli* So*e 'e(s %c, 9The F&t&(e Millio#i(esK Ho*e St&$'Co&(se9 +(o$&ct title ws @&$!e$ f(&$&le#t i# #$ of itself, %se$ o# the lc of t'+iclit' of its

st&$e#ts ct&ll' %eco*i#! *illio#i(es. I (ece#tl' (ef&se$ title s&!!este$ fo( *' i#fo*e(cil+(o$&ct $&e to this cli*s iss&e. A#$ I thi# +(o$&ct lie 9E#$less ;o&th9 #ow $)e(tise$ o# TJis t (is. ;o& h)e to %e se#siti)e to this iss&e. A#$ #owle$!e%le %o&t the $iffe(e#ces %etwee#9co(e s+eech9 #$ 9co**e(cil s+eech9 o#e is co#stit&tio#ll' +(otecte$, the othe( is #ot. #$thisQ

BRILLIANT RETAIL PROMOTION. The 9FSI9, F(ee St#$i#! I#se(t is soli$ *e$i these (e

ll the fl'e(s #$ st&ffe(s i# the ce#te( of 'o&( S$' #ews++e(. O# ?7, i# the Cle)e. Pli#Dele( #$ I ss&*e elsewhe(e OFFICE MAX &se$ !i#t %(ow# ++e( %! s its FSI,i*+(i#te$ o# %oth si$es with its %c3to3school3sle offe(s #$ +(o*otio#s, fet&(i#! 982 OFFEJER;THING ;O< CAN FIT IN THIS BAG.9 A#$ #ote$/ #o %!s )il%le t sto(es o#e %!+e( c&sto*e( 'o& h)e to %(i#! the %! i# to 9+l'.9 I ws so i#t(i!&e$ I l*ost $(o)e o)e( the(e*'self, %! i# h#$, e)e# tho&!h I $i$#t #ee$ #'thi#!. This is )e(' cle)e(. A#$ co+'%le.

ABORONG ABO


10/50

to i#c(ese 'o&( )l&e to 'o&( %&si#ess o( st#$ (o$ *i*ici#! )e!et%le I# o#e %&si#ess Ih$ +iece of te# 'e(s o( so %c, we h$ sles *#!e( h#$li#! c(ew of %o&t thi(t' o(fo(t' sles+eo+le. O# his office wll, he h$ h&!e list of 66 e"c&ses fo( %ei#! lte o( #ot !etti#!to wo( t ll, fo( %lowi#! sle, etc. 3 whe# (e+ c*e i#, he$ s', 9&st !i)e *e the #&*%e(.9

"heck all 0our a1vertising: if an0thing that looks or soun1s like something a 2ortune 3--

com4an0 might 1o or a44rove of sneaks in5 kill it(Chec 'o&( o+e(tio#s/ if 'o&(e *i*ci#!%i! %&si#ess i# #' w', sto+. Chec 'o&( i*!e/ if its 9%i!9 o( 9i#stit&tio#l9 o( 9co(+o(te9,switch to 9+e(so#l9.

THAN=SGIJING +(ese#ts f#tstic *(eti#! o++o(tit' fo( *ost %&si#esses 3 its #o#3

$e#o*i#tio#l e)e#t, h($ to offe#$ #'%o$'s $elicte se#si%lities with it, #$ *$e3to3o($e( fo(9th# 'o&9 +(o*otio#s to +st #$ +(ese#t c&sto*e(s. If 'o& c#t c(ete csh flow s&(!e o&t oftht, 'o&(e %$l' i# #ee$ of %(i# t(#sf&sio#.

The %sics of DM +iece/

7. A he$li#e tht cle(l', $i(ectl' tele!(+hs the +(o*ise8. Si*+le, %e#efit3$(i)e# s&%he$s?. Photos tht tell sto('

5. Befo(efte( +hoto. 9Scie#tific9 $e*o#st(tio# of how the +(o$&ct wo(s4. Testi*o#ils

Most co**o# *istes *$e i# ttit&$es (e. c&sto*e(s, i# *' o+i#io#/ 7 A((o!#ce....thi#i#!

'o& (e s&+e(io( to the* $iffe(e#t 'es, s&+e(io(, #ot #ecess(il' 8 Co#te*+t......ct&ll'$islii#! the*, seei#! the* s 9*(s9 o( 9#&*%e(s9 ? Not Di!#osi#! Res+o#$i#! To Thei(Desi(es.....ss&*i#!, +(es&*i#!, !&essi#!, fo(ci#! wht 'o& thi# the' o&!ht to h)e $ow# thei(th(ots 5 Fili#! To Reco!#i-e Rew($ Thei( Lo'lt'.....ti#! the* fo( !(#te$.

He(es +(ett' !oo$ (&le/ *e wht 'o& w#t to sell the st( of 'o&( $s.

COP;>RITING TECHNIVhe# 'o& (e ho++i#! f(ei!ht t(i#, 'o& (lo#! with it fo( while 3 !etti#! i# st(i$e with the t(i# 3 the# 'o& (ech &+ with o#e h#$ #$!(% (!, (ech &+ with the othe( h#$ #$ !(% #othe(, still (#i#! lo#! with the t(i#...#$fi#ll' swi#! &+ #$ o#, !e#tl'. >he# 'o& cll o# 'o&( +(os+ects, thei( *i#$s co*+(e to *o)i#!f(ei!ht t(i#s. The' (e *o)i#! lo#!, thi#i#! %o&t the thi#!s the' (e i#te(este$ i#.....whte)e(it is, the' (e#t thi#i#! %o&t 'o& #$ wht 'o& h)e to offe(. ;o& c#t s&$$e#l' e#te( thei(s+ce #$ s, 9He', 'o& w#t to %&' so*e wi$!ets9 So&(ce/ Be# G' IIIs #ewslette(, THECLOSER.

THE ENTREPRENE


11/50

ll with the c&tio# tht, if 'o& hi(e sec&(it' co*+#' to i#stll s'ste* o( sfe, tht co*+#'se*+lo'ees #ow 'o& (e wo(th (o%%i#! #$ *' sell 'o&( #*e #$ $$(ess to c(i*i#ls. Thefols &si#! this site e#te(e$ thei( #*es, $$(esses, +ho#e #&*%e(s, etc. i# o($e( to !et ll this#ift' i#fo(*tio#. It t&(#s o&t the site ws $esi!#e$, +&t &+ #$ o+e(te$ %' 9fe#ce9 who %&'sstole# *e(ch#$ise, @ewel(', etc. f(o* ho&se thie)es, who ws selli#! the le$s to the ho&sethie)es he %o&!ht *e(ch#$ise f(o*.

Ne)e( Rise P(ices >itho&t A$$i#! Pe(cei)e$ Jl&e

HOW TO $%"EASE $%2O6PO'#"T SA*ES 7) 8--9 O MOE( *isten5 a 8--9

bum4 in res4onse is nothing to sneee at un1er an0 circumstances5 but ;hen 0our 4ro1uct

carries a ust sent me a 4ackage of sales literature he create1 for a com4an0 that sells a


12/50

hea1line fails to com4el rea1ershi45 ever0thing else is being sai1 to 1eaf earsL remember

that each subhea1 an1 each 4hoto ca4tion is another hea1line( One overlooke1 ke0 to

creating effective hea1lines +as ;ell as titles an1 4ro1uct names/ is Fclarit0F telegra4hing

the core or most im4ortant benefit of 0our offer5 telegra4hing an un1erstan1ing of ;hat 0ou

1o( While there are instances ;here the e@treme o44osite 6 a Fcuriosit0F hea1line 6 ;orks5

the0 are much rarer than the successes 1riven b0 ver0 clear5 1irect5 benefit6oriente1

hea1lines(

'o not sto4 a foot short of the goal line( Tell the rea1er e@actl0 ;hat it is he is to 1o ne@t an1

ho; he is to 1o it( Jerr0 ;rote about this at length in one of his ne;sletters5 citing an

a1vertisement for a 4ro1uct that intereste1 him5 but 1evoi1 of clear instructions for bu0ing

the 4ro1uct( $ thought of this ;hen $ recentl0 sa; 4ublicit0 about a 4ro1uct5 calle1 the liste1

-- to have literature sent to me5 got a brochure in the mail ;ith no accom4an0ing sales

letter5 no offer5 not even an or1er form( M0 s4eaking colleague &ig &iglar sa0s: FTimi1

salesmen have skinn0 ki1s(F One form of cri44ling sales timi1it0 is en1ing a 4itch ;im405

;ithout outright asking for the or1er5 or better 0et assum4tivel0 4rovi1ing clear5 concise

instructions for ;hat to 1o ne@t( $ see a lot of business6to6business sales letters that make a

great case for a 4ro1uct or service5 then en1 ;ith soothing vague like FPlease call me if $ can

be of service(F This is e@actl0 ;hat Jerr0 means b0 Fsto44ing short of the goal line(F


13/50

HIRING/ 9>he#e)e( A++le%ees co*es i#to co**it', the' se#$ o&t (ec(&ite(s i#to (e

(est&(#ts. The (ec(&ite(s et *el, e)l&te the se()e(s, +ic o&t the st(o#!est +(os+ects #$++(och the*. >e i#$e+e#$e#ts #ee$ to le(# so*e of these +(ctices #$ $o to the* %efo(ethe' $o to &s9....

lso/ 9...hi(e Ho#o( St&$e#ts. Me 'o&( est%lish*e#t the +lce whe(e wi##e(s wo(, #ot lose(s.

;o&ll h)e to %e *o(e fle"i%le i# sche$&li#! (o$ cti)ities. If i$ hs the $isci+li#e to !et

!oo$ !($es, the# heshe &s&ll' will %e &ic st&$' #$ co*+ete#t wo(e(. Mo(e i*+o(t#tl',lw's wo( with the +(e#ts. I i#te()iew the +(e#ts s well s the st&$e#t.9 F(o* Bill M()i# (e.i#3+e(so# (ec(&iti#!/ 9Goo$ +eo+le te#$ to h#! o&t with !oo$ +eo+le, #$ $i(t%lls h#! o&t with$i(t%lls. >he# 'o& fi#$ !oo$ e*+lo'ee i# so*eo#e elses %&si#ess I s&!!est 'o& $o #ot *e $i(ect offe( 3 it c# !et 'o& i# t(o&%le with the +(o+(ieto(. Rthe(, s 'o& h#$ +ote#til st('o&( %&si#ess c($, 'o& *i!ht s'/ 'o& (ell' i*+(ess *e with the w' 'o& h#$le 'o&(self. If'o& #ow of so*eo#e lie 'o&(self who *i!ht %e looi#! fo( # o++o(tit' to wo( i# fill3i#3the3%l#, h)e the* cll *e. Hlf the ti*e, tht +e(so# will show &+ the*sel)es %&t the' *'lso (efe( 'o& to #othe( liel' s&s+ect 'o& #e)e( wo&l$ h)e *et.9 Fo( i#fo %o&t Bills#ewslette(s/ www.(est&(#t$octo(.co*.

the list of 9To+ Steho&ses9 +&%lishe$ i# the i(li#e *!s %' f&" ssocitio# is #othi#!

*o(e th# co3o+ $)e(tisi#! +i$ fo( %' the liste$ (est&(#ts.

Some uick ti4s:7 Thi# 9s*ll3*e$i&*3l(!e9 8 Do#t @&st th(ow to!ethe( %$le c(ete

lo!icl (eso#s fo( the ite*s sse*%le$, so 'o& c# tl i# te(*s of 9s'ste*s9 o( 9+(ocesses9 ?Gi)e ech +c!e title 5 Co#si$e( li#!e to follow3&+ se()ices #$ +(ese#ttio# s le)els of*e*%e(shi+.

>HO >ANTS TO BE A MILLIONAIRE A s&!!estio# to e)e(' #iche *(ete(/ o# 'o&( ow#

o( te*e$ &+ with #owle$!e%le e"+e(t/ +&t to!ethe( co&(se o( se*i#(/ 9How To T&(# ;o&(Fill3I#3Bl#3T'+e3Of3B&si#ess I#to A Millio# Doll(s I# X ;e(s O( Less/ Co#)e(ti#! I#co*eTo >elth9 o( so*ethi#! lo#! those li#es. Get i# the %&si#ess of si#!/ who w#ts to %e *illio#i(e

HO> TO GET NE> INFO3PROD


14/50

Peo+le who s+e#$ ?2 *o#th o# c%le TJ wo#t s+e#$ ?2 *o#th o# )it*i#s. It i#t the

+(ice. ?2 is ?2. Its wht the' thi# #$o( h)e %ee# *$e to thi# %o&t ech of those +(o$&cts.

e((' B&ch## w(iti#! f(o* 766/ F$f $ ha1 to give a t;o ;or1 instruction of ho; to 1eliver

an e@cellent sales stor0 6 the ;or1s ;oul1 be: be believable( $n to1a0?s market4lace5 the

bu0er has become a natural 1oubter of almost an0 a44eal to his 4ocket6book( While 0ou ma0

sa0 the right things in the o4ening hea1line or first sentences to gain his attention5 or 0ouma0 4resent an offer 4erfectl0 in tune ;ith his greatest fears an1 1esires5 if 0ou sli4 an1 sa0

>ust one little e@aggeration5 a1vance one half6truth5 take >ust one too aggressive a libert05 0ou

shoot 0ourself in the foot( An0 one thing sai1 tha cannot be believe1 un1ermines ever0thing

else sai1(F

I# sho(t, if the(es we li# #'whe(e i# 'o&( sles sto(', itll %(e. This is wh', whe# I

co#st(&ct sles sto(' fo( clie#t, I* co#st#tl' looi#! fo( the we li#, #$ I +i#sti#!l'st(i)e to +(o)e ech i#$i)i$&l li# i# the e#ti(e chi# of i$es, i#fo(*tio# #$ sse(tio#s. A#$ itis NOT e#o&!h @&st NOT to fi% 'o& *&st t(' to +(o)e the le!iti*c' of 'o&( sse(tio#s. The *ostce(ti# ++(och to this is to isolte ech se+(te cli*, fct, +(o*ise, %e#efit #$ sse(tio# o# itsow# +iece of ++e( o( ?"9 c($, the# *tch it with so*e ite* of +(oof 'o& will &se to est%lish o((ei#fo(ce its %elie)%ilit'. The *ost $#!e(o&s ++(och is to +(es&e 'o& will %e %elie)e$ %ec&seof 'o&( c(e$i%ilit' o( %ec&se of the o%)io&s#ess of the t(&th o( fo( #' othe( (eso#.

F(#l', if 'o& (e too $(#e$ l-' to tho(o&!hl' (ese(ch the +(o$&ct%&si#ess cte!o(' 'o&

choose to wo( i# o( i#)est i#, 'o& $ese()e wht 'o& !et. Do 'o&(self f)o(/ te 9histo('co&(se9 i# 'o&( %&si#ess.

H)i#! le!iti*tel' s&+e(io( +(o$&ct ((el' is *(eti#! $)#t!e, %ec&se co*+etito(s c#

*e ll the s*e cli*s 'o& c# fo( thei( i#fe(io( #$ lowe( cost +(o$&cts. The +(o$&cts&+e(io(it' *' %e # $)#t!e fte( the sle, %&t #ot %efo(e. So $o #ot $el&$e 'o&(self, tht 'o&c# !et %ette( (es+o#se f(o* $)e(tisi#! o( co**#$ hi!he( +(ices o( othe(wise esc+e co#t(olli#!eco#o*ics @&st %ec&se 'o& h)e s&+e(io( *o&set(+.

FGOT"HA?SF 6 2OM THE 7OOK F'$E )O# "OMPET$T$O% "A&)FB:A +i--

chi# e#te(i#! *(et offe(e$ 83fo(37 +(o*otio# to #'%o$' %(i#!i#! i# co*+etito(s ;ellow

P!es $. Its h($ to lte( cll othe( +i-- +lces whe# thei( $s (e !o#e. ......whe# *@o( %#close$ %(#ch offices, co*+eti#! %# $is+tche$ 9*o%ile %#9 )#s to those +(i#! lots, tosi!# &+ c&sto*e(s..... *' tho&!ht/ *(eti#! %sicll' %oils $ow# to two tss/ o#e, sec&(i#! 'o&(c&sto*e(s so the' (e i**e to theft o( se$&ctio# %' co*+etito(s #$ 'o& !et s *&ch *o#e'f(o* the* s +ossi%le two, steli#! 'o&( co*+etito(s c&sto*e(s.

Hea1lines for "hiroNs: Ho; Much )ounger 'o )ou Want To 2eelQCo&l$ to $t%se

(e+o(t #$ t(!et this to +eo+le o)e( 52, o( o)e( 2, etc

the 9how *&ch9 +(t t(i!!e(s c&(iosit' 3 well, how *&ch 'o!e( co&l$ I loo Gee, I wo#$e( how

*&ch ol$e( th# *' 'e(s I $o loo Es' to *o)e it.Example:How M&ch Riche( Do ;o& >#tTo Be, 85 Mo#ths F(o* To$' E"*+le/ How M&ch Sfe( Th# Those #t ;O


15/50

he(es wht I lw's t&!ht the chi(o+(cto(s #$ $e#tists/ !et (i$ of the *ol$' ol$ *!-i#es #$

the f#c' +i#ti#!s &se the s+ce #$ ti*e wisel' the(e (e o#l' th(ee thi#!s tht sho&l$ %eh++e#i#! while the +tie#tc&sto*e( is %(iefl'QQQ witi#!/ 7 !etti#! %ette( e$&cte$ %o&t 'o&,'o&( +(o$&cts #$ se()ices #$ how to !et %ette( (es&lts with the* 8 !etti#! *o(e sol$,co**itte$ #$ e#th&se$ ? !etti#! *oti)te$ to (efe(.

>hich %(i#!s *e to lette( I @&st (ecei)e$ f(o* #ew =IC Me*%e(, oh# B(ett, Ci(cle A&toSe()ice Ti(e, i# Phil$el+hi/ 9A%o&t 8 *o#ths !o, I st(te$ se#$i#! o&t &estio##i(es to *'clie#ts to see how thei( e"+e(ie#ce ws whe# the' &se$ *' se()ices. I)e collecte$ &ite few(es+o#ses with %elie)%le (es&lts. I #e)e( (eli-e$ *' clie#ts we(e so i*+(esse$. I @&st tho&!ht Iws !i)i#! se()ice the' e"+ecte$, %&t I !&ess the le)el of se()ice e"+ecte$ i# *' fiel$ is f( %elowwht I +(o)i$e. I &se$ these (es&lts to co*+ile %oo tht I ee+ i# *' c&sto*e( witi#! (e, so#' clie#ts tht (e i# *' sto(e c# (e$ the*. I $i$#t #ow this wo&l$ ffect sles til o#e $', (e!&l( c&sto*e( 3 I &se the te(* loosel' he o#l' +&(chse$ s+ecils f(o* *' Jl3P co&+o#s#$ co&l$ #e)e( %e &+sol$ 3 ws (e$i#! the testi*o#il %oo while witi#! fo( his c(. >hile *'*e# we(e wo(i#! o# his c(, the' !i# *$e (eco**e#$tio#s fo( $$itio#l se()ice, which thisclie#t lw's $ecli#e$. To *' *-e*e#t, he +&(chse$ e)e(' (eco**e#$tio# #$ #e)e( e)e#se$ the +(ice. He e)e# %ec*e *o(e soci%le with *e. This +e(so# hs %ee# co*i#! i#to *'sho+ fo( fi)e 'e(s #$ this is the fi(st $$3o# +&(chse he hs e)e( *$e.9

9As (es&lt of o&( co#)e(stio# $&(i#! 'o&( lst Cll3I# D', we (ise$ o&( +(ices o# f&ll se()ice

*ili#!s to $octo(s +tie#ts 3 #$ its %ee# the %est thi#! e)e(. I# o#e *o#th, o&( (e)e#&e hs s'3(ocete$. All clie#ts who we(e t ce(ti# +(ice we(e se#t lette( e"+li#i#! o&( i#c(ese, #$letti#! the* #ow the' we(e still +'i#! less th# #ew clie#ts. Not ONE co*+li#tQ >e $i$ thistoo little, too lte, s 'o& fi!&(e$. >e h)e lso i*+le*e#te$ tew' selli#!, (e&i(i#! ech$octo( to s&%*it # ++lictio# %efo(e we will cce+t the* s clie#t 3 #$ tht hs wo(e$wo#$e(sQ At o&( #ew +(ice fo( #ew clie#ts 3 2 i#c(ese 3 we (e #ot seei#! #' $ec(ese i##ew clie#t co#)e(sio#s.9

wht h++e#s IMMEDIATEL; fte( the fi(st t(#sctio# is c(iticll' i*+o(t#t. I $o#t thi#

c&sto*e(s co#scio&sl' e#cite it, %&t the' (e $is++oi#te$ fte( *i#! +&(chse f(o* #ewso&(ce #$ NOT %ei#! th#e$. So, fo( st(te(s, so*e fo(* of +e(so#l3feeli#!, fo(*l th# 'o&

is )e(' !oo$ i$e. The#, $e+e#$i#! o# the %&si#ess, 'o& *' loo to i**e$ite &+sells. If 'o&(e %ette( t #ew c&sto*e( c&isitio# th# t (ete#tio#, its +(o%%l' $&e *o(e to the (tio ofco#ce#t(tio#, effo(t #$ e"+e#se $e)ote$ to the fi(st (the( th# the ltte(. Rete#tio# (ell' %oils #to o#l' fcto(s o( st(te!ies/

7. Stisfcto(' !oo$s #$ se()ices8. F(e&e#t AND co#siste#t co**ictio#?. Reco!#itio# #$ ++(ecitio#5. Rew($s 3 s&ch s 9f(e&e#t %&'e( +(o!(*s9. Loss of ce(ti# %e#efits if cese o( (e$&ce +&(chses

;o& *i!ht #ot %e %le to wo( o# ll fi)e. B&t we c# $o lot with #' o#e. &st fo( e"*+le,

co#si$e( the th ite*. A clie#t *i!ht lose +(esti!e #$ %(!!i#! (i!hts if he e#$s his (eltio#shi+with 9cele%(it'9 +(o)i$e(. A *e(ch#t *i!ht e#!i#ee( collectio# of i#fo(*tio#3t'+e %e#efitstht the clie#t %eco*es cc&sto*e$ to, e)e# $e+e#$e#t o#, %&t loses if he ceses +&(chsi#! t ce(ti# le)el. Co#si$e( 0?/ +e(io$ic, e"+ecte$ !ifts (e !(et w' of showi#! ++(ecitio# tofoste( # effecti)e co*%i#tio# of lo'lt' #$ o%li!tio#. O# to+ of ll this, I$ (e*i#$ 'o& ofco#ti#&it' +(o!(*s #'ti*e 'o& c# +&t c&sto*e( i#to # 9&to*tic9 stt&s, with the $eli)e('of !oo$s o( se()ices o# +(e3!(ee$, co#ti#&i#! sche$&le, 'o& the# te ll co*+etito(s off thtc&sto*e(s ($( sc(ee#. A%o)e ll else, its i*+o(t#t to cc&(tel' *es&(e, closel' *o#ito( #$co#ti#&ll' wo( t i*+(o)i#! (ete#tio#. ...which *ost *(ete(s #e!lect. As to %oos, 'o& #*e$ !(et o#e/ M&((' R+hels

ORD OF MO


16/50

All this !)e *e # i$e 3 o#ce e)e(' 'e( o( two, 'o& o&!ht to +(e+(e to tech th(ee $'

se*i#( o# e)e('thi#! 'o& #ow %o&t 'o&( %&si#ess. >hethe( 'o& ct&ll' tech it o( #ot isi((ele)#t, 'o&ll *e +le#t' of *oolh @&st %' (e*i#$i#! 'o&(self of thi#!s to $o 'o& #ow to $o%&t (e#t $oi#!.

whe# o#e +(os+ect )oices # o%@ectio#, its s&(e %et *ost of 'o&( othe( +(os+ects thi# it sile#tl'.

It is these )oice$ #$ #swe(e$ o%@ectio#s tht s&++(ess (es+o#se to $s o( sles lette(s, thtill sles fce3to3fce. I# othe( wo($s, the(es #o s&ch thi#! s # isolte$ o( o$$%ll o%@ectio#. Thest&te *(ete( tes c(ef&l #ote whe# # o%@ectio# is (ise$, c(fts the %est +ossi%le #swe(, #$f(o* the# o#, )olt(il' #$ +(octi)el' we)es it i#to the +(ese#ttio# (the( th# (ese()i#! itfo( &se o#l' whe# +(os+ect (e&ests it. This is wh', whe# sles lette( fils, its #ecess(' to $othe &!l' @o% of clli#! #o#3(es+o#$e#ts i# se(ch of thei( o%@ectio#s tht we(e #ot s&ccessf&ll'$$(esse$. ;o& sho&l$ #e)e( si*+l' cote( )oice$ o%@ectio#s, close sle #$ thi# #o *o(e%o&t it, #'*o(e th# 'o& sho&l$ c(&sh lo#e coc(och $e(foot #$ fo(!et %o&t it. Y

To s&**(i-e *' $)ice o# this *tte(/ 7 Sell o#l' wht 'o& c# 9cle#l'9 !&(#tee, witho&t

wesel cl&ses #$ fi#e +(i#t 8 T(!et *(ets whe(e *ost c&sto*e(s wo#t %&se 'o&( fi(#ess? Re!($less of whos (i!ht o( w(o#!, o( wht 'o&( +olicies (e, ct &icl' #$ !!(essi)el' to(es+o#$ to #$ (esol)e c&sto*e( co*+li#ts 5 Ref$, (ef$, (ef$. Do 'o&( &t*ost to

)oi$ se#$i#! w' e)e# 9lost9 c&sto*e( *$. Occsio#ll', it *' %e )oi$%le. B&t theo+e(%le wo($ %ette( %e 9occsio#ll'9 o(, %ette( 'et, 9((el'.9 To +(+h(se $)ice I !ot o##othe( *tte(/ stisfie$ c&sto*e(s co*e #$ !o, %&t e#e*ies cc&*&lte.

D&(i#! the 'e(s I wo(e$ closel' with chi(o+(cto(s #$ $e#tists #$ ct&ll' c(ete$ thei(

;ellow P!es $s, whe# $octo( co*+li#e$ his $ ws#t +&lli#!, it AL>A;S t&(#e$ o&t to %e +(o%le* with the h#$li#! of the i#co*i#! clls (the( th# the lc of clls. I# the +(ofessio#l+(ctice (e#, we tl %o&t $eli)e(i#! to +tie#ts 9the >O>Q e"+e(ie#ce9 333 # i#3officee"+e(ie#ce f(o* fi(st to lst *i#&te, e#co*+ssi#! e)e(' e#cote( with e)e(' stff3+e(so#,i#cl&$i#! e)e(' $etil f(o* the so+ #$ lotio# $is+e#se(s i# the %th(oo*s )s. the %( of ic'so+ l'i#! o# the si# to the )i$eo +l'i#! i# the (ece+tio# (e. It costs co*+(ti)el' little*o(e i# $oll(s to !o f(o* $eli)e(i#! o($i#(' o( *e(el' stisfcto(' to 9wow9 e"+e(ie#ces fo(c&sto*e(s.


17/50

of3the3ho&se )s. the3wo*#3of3the3ho&se I %elie)e this co&l$ %e 9(es+o#se $o&%le(9 fo( *#'*(ete(s.

I (ece#tl' !ot +iece f(o* @ewel(' sto(e ow#e( who, fo( 'e(s, hs +e(io$icll' $o#e *ili#!

offe(i#! f(ee cle#i#!, (e+i( #$, if (e&este$, w(itte# ++(isl of &+ to +ieces of @ewel(' withthe +&(chse of #' wtch f(o* s+ecill' +(ice$ collectio# &s&ll' 66.22. >o(s well +(e3

X*s, +(e3Fthe(s D'. He @&st teste$ the 9fli+9/ 66.22 fo( cle#i#!, (e+i( #$ ++(isl of &+ to +ieces of @ewel(', choose #' wtch f(o* the s+ecil fshio# collectio# f(ee. Res&lt/ #e(l' 7%ette( (es+o#se. This is NOT # isolte$ e"*+le. I)e see# the 9offe( fli+9 wo( lot. ;o& *i!hte"*i#e ll 'o&( offe(s, to see if 'o& h)e (eso# to test 9fli+.9

GETT$%G APPO$%TME%TS: THE '$22$"#*T MA'E EAS)(here's the ultimate universal

truth about this:if 'o& h)e $iffic&lt' sec&(i#! the ++oi#t*e#ts 'o& w#t, its %ec&se 'o& (e#ot offe(i#! so*ethi#! ($e#tl' $esi(e$ #$ of +(ofo$ i#te(est to those +(os+ects.

*te(il i.e. ce(ti# wo($s tht *' %e i$el fo( o#e +&(+ose i.e. co**icti#! with o#e &$ie#ce

*' %e &seless fo( #othe( +&(+ose i.e. $iffe(e#t &$ie#ce. A!e, !e#$e(, !eo!(+h', e$&ctio#,)octio#, (e @&st few of the 9sc(ee#s9 th(o&!h which +eo+le !et #$ *#!le *ess!es. C(iticl#l'sis of co+' i#cl&$es t('i#! to $isce(# wht the co+'w(ite( *e#t )s. how so*eo#e *i!ht

*is$e(st#$. P(t of co+'w(iti#! is ss&*i#! 'o& will %e *is$e(stoo$ #$ tte*+ti#! to+(e)e#t it with *#' tools, i#cl&$i#!, of co&(se, )e(' c(ef&ll' chose# wo($s, i#te(#l (e+etitio#,(ei#fo(ce*e#t with testi*o#ils, etc.

I still we( those c&ff3li#s *' D$ !)e *e, e*%l-o#e$ ;CDBSO;A. Tht st#$s fo( ;o&

C#t Do B&si#ess Sitti#! O# ;o&( Ass. Not lo#! !o, I !ot lette( f(o* so*e%o$' who$wo(e$ o# $i(ect3*il +ostc($ fo( si" *o#ths, ws s&%*itti#! it fo( the thi($ c(iti&e, stillt('i#! to $eci$e which he$li#e to &se, #$ still, of co&(se, h$#t *ile$ #'thi#!. He(es ti+/ ifit tes 'o& si" *o#ths to !et $i(ect3*il +iece to!ethe(, 'o&(e too slow. O)e( he(e i# the (elwo(l$, we $el i# ho&(s, #ot *o#ths. I# ctio#, #ot +e(fectio#. E"+e(i*e#ttio#, #ot +(e$ictio#.A#$ I ofte# s', 'o& c# #swe( EJER; &estio# %o&t $i(ect3*il with the s*e o#e wo($se*i#( sc(wle$ o# ?"9 c($ #'w'/ 9Test.9

there?s no one thing that?s gonna su44l0 0ou ;ith all the customers or clients 0ou nee1RR If itws tht es' to ee+ %&si#ess th(i)i#! #$ !(owi#!, the(e$ %e #o e*+lo'ees #'whe(e #$e)e(' i$iot$ %e self3e*+lo'e$. If ll it too ws (#i#! o#e $ i# o#e +lce o#ce *o#th, 'o&($o! wo&l$ ow# his ow# %&si#ess. Liste#, the +(i)ile!e of %ei#! 'o&( ow# %oss, e(#i#! hi!hi#co*e #$ &si#! tht i#co*e #$ 'o&( %&si#ess to %eco*e fi##cill' i#$e+e#$e#t is #ots&++ose$ to %e witho&t heft' +(ice t!, esse#till' (e+(ese#te$ %' the $e!(ee of $iffic&lt',co**it*e#t #$ effo(t (e&i(e$. This +(t of the +(o!(* is the(e to +(e)e#t l-' o( sill' +eo+lef(o* !etti#! (ich. B&t it i#t tht $iffic&lt eithe(. If 'o& c# t&(# ?.22 i#to 122.22, 'o& sho&l$%e %le to $o o'.

It costs *o#e' to !e#e(te le$s. If its $o#e (i!ht, le$ is so*eo#e who hs ste++e$ fo(w($ o&t

of the c*o&fl!e of the c(ow$ #$ i$e#tifie$ hi*slf with (e$ %&llse'e +i#te$ o# his chest sso*eo#e *tchi#! 'o&( +(ofile of the liel'3to3%&' co#s&*e(. Gi)i#! &+ o# hi* too &icl' o(

esil' is )e(' co**o# *iste.

O#e w' o( #othe(, e)e(' c&sto*e( sho&l$ %e!et t lest o#e #ew c&sto*e( +e( 'e(.

Fi#ll', fo( e)e('%o$'s %e#efit let *e c&tio# !i#st the &(!e to %eco*e #*eless, fceless

i#stit&tio# )s. (el +e(so#, +e(so#lit'.

whethe( tte*+ti#! to ee+ c&sto*e(s tte#tio# fo( few *o*e#ts o( ee+ c&sto*e( co*i#!

%c fo( life, 'o& $(e #ot (el' o# 9lo'lt'9 t ll. It $oes#t e"ist. I#ste$, 'o& *&st *e # ll3


18/50

o&t co**it*e#t to *#&fct&(i#! lo'l %eh)io( %' wht 'o& $o, #ot e"+ecti#! it f(o* thec&sto*e( s his #t&(l %eh)io( 'o& *&st $e(st#$ tht lo'lt' is #t&(l, #ot #t&(l.

Hs it e)e( occ&((e$ to 'o& 33 the (eso# 'o&(e h)i#! t(o&%le !etti#! +st !teee+e(s, the (eso#

'o&( *ili#!s $o#t !et (es+o#se, the (eso# 'o&( c&sto*e(s (e#t (efe((i#! othe(s to 'o& i# w)es33 *' %e tht ;O< ARE BORINGQ

Bi!, $&*% e((o(s/ o#e, s+e#$i#! *o(e th# 'o&( 'e(l' !(oss o# #' e"+e(i*e#t. Two, +(io(iti-i#!

whts 9e"citi#!9 o)e( whts +(ofit%le. I h)e se)e(l clie#ts who i#sist o# *i#! this *ise.As thei( *(eti#! sills !(ow, the' !et %o(e$ with ++l'i#! the* to thei( t(ie$3#$3t(&e,+(ofit%le co(e %&si#ess. I* #ot o++ose$ to e"+e(i*e#ttio#, $i)e(sifictio# o( the I#te(#et. B&t 3RECOMMENDATION/ Allocte o#l' s*ll +e(ce#t!e of ti*e #$ *o#e' (eso&(ces toe"+lo(i#! teste$ wte(s. A#$ t(' to st(t s*ll, @&st lie 'o& $i$ with 'o&( +(ese#t s&ccessf&l%&si#ess.....e)e# if %otlo$ of othe( +eo+les *o#e' is )il%le, (est(i# 'o&(self. Geo(!e >illsi$/ 9The(e *' %e #othi#! *o(e +les&(e%le 3 e)e# se" 3 th# s+e#$i#! l(!e *ots ofso*eo#e elses *o#e'.9

EJER; SERIOshi#!to# to thei( (est&(#t i# S# , P&e(toRico, +ici#! &+ the whole t% 3 #$, of co&(se, %(!!i#! %o&t it i# thei( #ewslette(. Thenesletter is mailed to nearly !"",""" people,#*es sse*%le$ f(o* (ese()tio# lists, co**e#tc($s, swee+stes, etc. it +(o*otes the (est&(#ts, i#)ites e#(oll*e#t i# the lo'lt' (ew($s cl&%,+(ofiles chefs #$ f*o&s +t(o#s. Rew($s +(o!(* *e*%e(s !et *o(e f(e&e#t *ili#!s th# the

e#ti(e $t%se.#n total, $%& of the company's entire mareting budget goes to mailings to thatdatabase - only %& to (outside( advertising.A#$ the(e is o#e of the *ost i*+o(t#t 9sec(ets9 'o&will e)e( co)e( %o&t co#t(olli#! 'o&( ow# $esti#' i# %&si#ess %o&t *i#! co*+etitio#i((ele)#t %o&t s&ccessf&ll' selli#! t +(ices hi!he( th# 'o&( co*+etitio#. Botto*3li#e/ %&il$,#&(t&(e #$ &se 'o&( ow# list.

C&sto*e(s ((el' *i!(te f(o* $isstisfctio# o)e( f&lt' +(o$&ct, flwe$ se()ice, sc(ew3&+ o(

e((o( to (!e, the# lsti#! !(&$!e o)e( the 9thi#!9 tht lw's occ&(s %ec&se of the w' the'(e t(ete$ %e'o#$ the +(o%le*.

;o& h)e to #ow the TCJ #&*%e( 3 AND e ee+*ili#! these +ostc($s, we ee+ !etti#! X of (es+o#se, oe'3$oe'. Thts the ccot#t(#i#! *(eti#!. S&(e, 'o& w#t to wtch the #&*%e(s. B&t 'o& lso w#t to loo %e'o#$ the#&*%e(s, i#si$e the #&*%e(s...loo t ech c&sto*e(. Thi# of this s $ili!e#tl' 9!ol$3*i#i#!9'o&( c&sto*e( (eco($s. I# thei( c&sto*e( (eco($s lies ME, o#ce )e(' !oo$ c&sto*e( #$ so&(ceof (efe((ls, %&t *issi#!3i#3ctio# fo( ?4 *o#ths. So*e%o$' sho&l$ w#t to #ow if I* !etti#!this c( se()ice$ elsewhe(e....if so, wh'.....wh' the(e i#ste$ of t thei( +lce.....#$ wht the'


19/50

*i!ht $o to !et *e %c, so I %&' *' #e"t c( f(o* the*. B&t I)e #ot (ecei)e$ lette(. A +ho#ecll. A $(o+3%'. Nothi#!. N$. i+. Shll we ss&*e thei( se()ice $e+(t*e#t is %ooe$ 722 ofthe ti*e to 722 c+cit', so the' $o#t #ee$ *e #'*o(e M'%e, %&t I $o&%t it. B&t e)e# so, I$w!e( #ot ll thei( sles+eo+le (e selli#! *o(e c(s th# the' c# $eli)e(. Letti#! *e sli+ th(o&!hthe c(cs is *iste. A#$ 'o& c# %et, I* #ot the o#l' lost c&sto*e( the'(e wsti#! *o#e'se#$i#! these s*e +ostc($s to with #o tte#tio# +i$ to the c&sto*e(s i!#o(i#! the*.

if 'o& (e se#$i#! lot of *il i#to o#e cit', tow# o( *ost )&l#e(%le %lit-i#! #ei!h%o(hoo$s, its

%est to $ole the *il o&t i# hs $'s +(t (the( th# o#e %i! $(o+. ;o& c# t(' )(io&se#)elo+e $esi!# t(ics lie 9officil loo9 o( 9le!l #otice w(#i#!s (e. hile i# LsJe!s fo( co#)e#tio#, the ow#e( of +(i#t sho+ %o&!ht 522 +ict&(e +ostc($s f(o* the MGM3G(#$, h#$3$$(esse$ the* to 522 +(os+ects %c ho*e, #$ w(ote 9Do#t !*%le with 'o&(+(i#ti#! #ee$s9 #$ # offe(, 72 off fi(st o($e(. A# *-i#! 722 8Q we(e (e$ee*e$. Thelesso# 3 it $i$#t i#st#tl' loo lie @ *il. If 'o& !ot the +ostc($, 'o&$ thi# 9who $o I #owwho we#t to Je!s9 #$ t&(# it o)e( #$ (e$ it. It *i!ht e)e# esc+e %ei#! i$$ s @ *il %'the +ostl c((ie(s too. 08/ Postc($s tht h$ %ee# c(&*+le$ &+, the# fltte#e$ o&t, se#t i#si$ee#)elo+es with Post3It Notes (e$i#! 9Do#t th(ow this o&t !i#. Its i*+o(t#t.9 0?/


20/50

ONLINEOFFLINE. 46 of the +eo+le who !o o#li#e #$ 9(ese(ch9 +(o$&ct o( se()ice with

+(ice t! of ,222.22 o( *o(e s' the' $o so to )oi$ tli#! to sles+e(so# 9li)e9 3 %&t fte(the' $o o#li#e (ese(ch, 6 w#t to s+e with sles+e(so# %efo(e +&(chsi#!. This s+es)ol&*es %o&t the co((ect #$ i#co((ect &ses of we% sites. So&(ce/ Rese(chAle(t 8227.

I ++(e#tl' c##ot (e+et this ofte# e#o&!h/ 'o& c##ot @&st cll &+ list %(oe(. It i#t tht es'.

;O< *&st !o hti#! fo( lists, %ec&se 'o& #ow %ette( th# #'%o$' who 'o& (e looi#! fo( 3#$ while 'o& *' o( *' #ot fi#$ lists of %&'e(s of 'o&( e"ct s*e +(o$&ct, 'o& will ce(ti#l'fi#$ othe( lists, s&ch s +e(io$icl s&%sc(i%e(s, %oo %&'e(s, e)e#t tte#$ees, e"e(ise $e)ice%&'e(s, etc. tht c# wo(. So, +lese, follow the i#st(&ctio#s i# the How To T&(# Mili#! ListsI#to Mo#e' Re+o(t with M!#etic M(eti#! #$o( the i#fo o# !etti#! (ich with *ili#! lists I!)e o&t t the Boot C*+. Botto*3li#e/ $o e"h&sti)e, tho&!htf&l, +tie#t (ese(ch with SRDS.>ith tht si$, tho&!h, 'o& (e (i!ht to thi# @oi#t )e#t&(es. If the(e (e *(ete(s whose lists (e#ot co**e(cill' )il%le, %&t tht 'o& #ow sho&l$ wo( fo( 'o&( offe(, #$ 'o& h)e teste$#$ +(o)e# +(o*otio#, %' ll *e#s !o to those *(ete(s #$ t(' to *e $el.

Most +eo+le, of co&(se, (e&i(e i*+ose$ *oti)tio#. A#$ close s&+e()isio#. A#$ i**i#e#t

$e$li#es. If 'o& t&(# the* loose i# #' e#)i(o#*e#t *issi#! those thi#!s, #othi#! *&ch !ets$o#e. Re*e*%e( tht %o&t othe(s. B&t e($icte it i# 'o&(self.

So, the othe( $', I we#t to ho(se &ctio# i# so&the(# Ohio with *' t(i#e( i# Ohio, his fthe(,

#$ f(ie#$, #$ I %o&!ht two $$itio#l (ceho(ses. It ws %o&t 8 ho&( $(i)e i# ech $i(ectio#.The(e ws the &ctio#, +le#t' of $ist(ctio#s, #$ it$ %e es' to s' 9#o %&si#ess to$' 3 Ill $otwo thi#!s to*o((ow #$ ctch &+.9 B&t, fo( 5 o( 2 *i#&tes, I ws !&est s+ee( o# co#fe(e#ce cll with se)e(l h$(e$ liste#e(s, hel+i#! to +(o*ote se*i#( t which I* s+ei#!lte( this 'e(, so the(e$ %e *o(e +eo+le the(e, so *' ti*e the(e s+ei#! wo&l$ %e i# f(o#t of s*#' +ote#til #ew c&sto*e(s s +ossi%le. I *$e the cll f(o* *' cell +ho#e i# t(&c i# the(i#. Fo( the (eco($, i# the 9ol$ $'s9, I$ h)e $o#e it f(o* +' +ho#e. I f(#l' $o #ot thi#'o& c# 9*oti)te9 so*e%o$' to $o this with s+eeches, lect&(es, t+es, %oos, t(+e-e t(i#i#! o(hot cols 3 less 'o& sho)e the hot cols....well, #'w', I thi# this o#l' occ&(s whe# +e(so#*oti)tes hi*self to $o it, #$ tht +(ocess i#)ol)es $e)elo+i#! #$ h)i#! the self3i*!e ofso*eo#e who is so $isci+li#e$.U

9;o& *&st le(# to h)e co#fi$e#ce whe# 'o&(e o#l' hlf s&(e. If 'o& #ee$ to %e 722 s&(e, thts

+(oc(sti#tio#.9 [ M( B&(#ett

I#c(e$i%l', whe# the eco#o*' slows, the fi(st +lce lot of $&*% %&si#ess ow#e(s c&t costs is i#

$)e(tisi#! #$ *(eti#!. Thts $&*% fo( se)e(l (eso#s. Fi(st of ll, its the o#l' e"+e#$it&(etht $i(ectl' +(o$&ces +(ofit #$ if 'o&(e s+e#$i#! *o#e' o# *(eti#! thts #ot +(ofit%le, itsho&l$ h)e %ee# c&t lo#! %efo(e #ow. Seco#$, its wht the he($ $oes, so fo( tht (eso# lo#e,its w(o#!. Thi($, %ec&se 'o&( co*+etito(s $o it, it le)es the* es+ecill' )&l#e(%le to #!!(essi)e *(ete(. I#ste$, the co((ect (es+o#se to slow3$ow# i# the eco#o*' is to %eco*ee)e# *o(e !!(essi)e #$ i##o)ti)e. Ti!e(s st()e lst i# the @!le.

Poi#t/ e)e(' i#fo3*(ete(s c&sto*e( %se hs s*ll #&*%e( of +eo+le willi#!, e)e# e!e( to

co**it to )e(' hi!h le)el of se()ice fo( )e(' l(!e fees.

Fo&( (&les o# *ili#!s/

7. Mil 'o&( ho&se list *o(e "O%S$STE%T*). M# oh *#, * I ti(e$ of +eo+le si#!*e if the' c# *il thei( #ewslette( &(te(l' i#ste$ of *o#thl' #$ h)e the s*ei*+ct. L-', $isci+li#e$ sh#oos. Peo+le lo#! fo( co#siste#c'.

8. Mil 'o&( ho&se list *o(e 2EI#E%T*). O&t of si!ht, o&t of *i#$. As so*e of 'oow, whe# I ws +&+, I ws i# the A*w' %&si#ess. I ct&ll' h$ (etil %&si#esswith *#' !oo$ c&sto*e(s. I ws &(!e$ to cll the* e)e(' two wees #$ i#itill'tho&!ht tht o)e(ill. I *$e s&(e *' little stice( with *' #*e #$ +ho#e #&*%e( ws


21/50

o# ll the +(o$&cts 3 if the' we(e (#i#! o&t, the'$ cll *e. So I* $eli)e(i#! st&ff to c&sto*e( o#e $', i#cl&$i#! %o" of $ete(!e#t, #$ I co*e i# th(o&!h the !(!e #$l$(' (oo*, #$ the(e s s*ll %o" of Ti$e sitti#! the(e. >he# I i#&i(e, she s's/9>ell, I ws (#i#! o&t of 'o&(s, #$ I ws t the sto(e #'w', so I @&st !ot so*e ofthis to ti$e *e o)e(. No + i#te#$e$. 3 %ec&se !et thisQ I $i$#t w#t to %othe( 'o&.9>#t to #ow wh' I o&tsol$ $*#e$ #e( e)e('%o$' i# o&( e#ti(e o(!#i-tio# C&-f(o* the# o# I clle$ e)e(' c&sto*e( e)e(' two wees #$ the' $i$#t. So #ow flshhe$ to this $ec$e/ I fi#$ )i(t&ll' e)e(' clie#t I e)e( wo( with *ili#! thei( ow#c&sto*e(s with i#s&fficie#t f(e&e#c'.

?. Mil c&sto*e(s AND le$s *o(e PES$STE%T*). Co#si$e( D(. Nielse#s RicSchefe(. Lets s' he (ell' $i$ *il to hi* 76 ti*es %etwee# t(#sctio#s. Hell still !etit ll %c i# few )isits. O#e !oo$ (efe((l +'s fo( *ili#! 76 ti*es to te# Schefe(s.>ith le$s, he(es fo(*&l/ t lest %e willi#! to i#)est ?22 the i#itil le$ cost i#follow3&+. A#$ s+lit tht, hlf to # i#te#se, sho(t3te(* se&e#ce, hlf to lo#!3te(*9$(i+.9 Be )e(', )e(' (el&ct#t to !i)e &+ o# so*e%o$' f(o* !oo$ so&(ce whoe"+(esse$ i#te(est, o( o# so*eo#e who hs %ee# willi#! to !i)e 'o& *o#e' i# the +st. Ato&( *ost (ece#t Plti#&* *eeti#!, o#e Me*%e( (e)ele$ this stt/ 2 of his sles i#8222 c*e f(o* !!(essi)el' *ili#! 9$e$9, co#)e(te$ le$s f(o* 71 to ?4 *o#thsol$QQQ

5. Mil c&sto*e(s #$ le$s *o(e "EAT$E*). I hesitte$ i# &si#! the wo($, %&t I

*e# +(cticl c(eti)it'. I *e#, *e it i#te(esti#!, e)e# f to he( f(o* 'o&. Oh,#$ $o#t %e f(i$ to +&ll %c the c&(ti# #$ let the* see wht 'o&(e &+ to. C&sto*e(swho ++(ecite 'o&( 9show9 s *&ch s the +(o$&cts o( se()ices, %&' *o(e. H)e e*e!e( to see wht 'o&ll $o #e"t.

>he# we h$ Plti#&* i# Ohio, C(l clle$ The B(ow# De(%'Ro$ho&se, ste (est&(#t,

#e(%' to *e $i##e( (ese()tio#s fo( 82. She ws (ef&se$. 9>e c#t *e (ese()tio#s fo( tht*#',9 the wo*# si$, 9we *i!ht #ee$ those sets.9 This (est&(#t is withi# *i#&tes of o&(ho&se. If I li)e he(e fo( 52 'e(s, I will #e)e( set foot i# it.

B&%%, if 'o& ow# #' i#$ of %&si#ess whe(e the +ho#e is #swe(e$ %' h&*# %ei#!s o( h&*#

%ei#!s h)e co#tct with c&sto*e(s, 'o& %ette( +l' 9*'ste(' sho++e(9 lot. A whole lot. Ofte#,ofte#, ofte#.

I see this with clie#ts ll the ti*e the'(e #owhe(e #e( *"i*&* &tili-tio# of +(o)e# wi##e(s i#

thei( %&si#esses, %&t e!e( to e"+e(i*e#t with othe( thi#!s. It *' %e *o(e f to +l' i# #ewco#ce+ts, %&t itll liel' %e *o(e +(ofit%le to e"+#$ #$ i*+(o)e &se of wht l(e$' wo(s.

WH) 'O%?T MOE 7#S$%ESS OW%ES SEEK ?MAKET$%G PAT%ES?I##e(

Ci(cle Me*%e( B'(o# Howell ow#s # &to wi#$shiel$ (e+i( %i- i# Lo&isi#, #$ #otes tht the*ost s&ccessf&l *(eti#! st(te!' hes e)e( &se$ hs %ee# @oi#t )e#t&(e with f&ll3se()ice c(wshes, ccoti#! fo( ?2 i#c(ese i# his sles. I* $is*'e$ *o(e s*ll %&si#ess ow#e(s$o#t !et to!ethe( #$ sh(e lists, c(oss3sell !oo$s #$ se()ices, sh(e *ili#! costs, #$ so fo(th.See this Iss&es SPECIAL REPORT fo( e)e# *o(e i#ce#ti)e to $o this.

>ORST FLA> IN A SALESMAN/ Nee$ to %e lie$.

>ORST FLA> IN AN ENTREPRENE


22/50

'o& #ee$ to ee+ (efe(e#ces #ow# o( f*ili( to 'o&( +(os+ects o&t, e)e# tho&!h those

(efe(e#ces (e co**o# to 'o&. A;areness of ;hat 4eo4le 1on?t kno;is h&!e +(t of*(eti#!. A#$ wht 'o& $o#t #ow %o&t wht 'o&( +(os+ects #$ c&sto*e(s $o#t #ow c#c(i++le 'o&( *(eti#! effo(t.

%EW HOMEOW%E *$STS(A#othe( so&(ce, with o)e( ?22,222 >elco*e >!o# +c!e(eci+ie#ts +e( *o#th, )il%le with i#co*e, ho*e )l&e, !e, #$ *il3o($e( %&'e( selects, #$)il%le with +ho#e #&*%e(s. GET=O DIRECT RESPONSE, 122345831?8.

the t'+icll' +(ofit%le st(te!' of scoo+i#! &+ c&sto*e(s f(o* so*eo#e elses $e$ %&si#ess,

e)e# if 'o& *&st $eli)e( se()ices fo( f(ee o( othe(wise *e !oo$ o# the othe( !&'s o%li!tio#s.I# the #ewslette( %&si#ess, I)e $o#e this #ot o#ce, %&t se)e(l ti*es, lw's with stisfcto('(es&lts. B&t it ++lies to e)e(' %&si#ess. So*eti*e soo#, so*eo#e i# 'o&( s*e %&si#ess will !o%ell' &+, le)i#! c&sto*e(s o# the loose to fi#$ #ew )e#$o(s, +ossi%l' h)i#! f&lfille$o%li!tio#s to those c&sto*e(s 3 #$ 'o& co&l$ c+t&(e those c&sto*e(s %' !(cio&sl' f&lfilli#!those o%li!tio#s. A si*+le st(te!' I)e $isc&sse$ %efo(e is the ti#! o)e( of $e$ %&si#ess+ho#e #&*%e(s, s #othe( e"*+le.

%EW )EAS $S P$ME MAKET$%G TE$TO)fo( #'thi#! (elte$ to hei!hte#e$$isstisfctio# #$ $ete(*i#tio# to *e this #ew 'e( $iffe(e#t o( %ette(. >o(s fo( wei!ht loss,wo(s fo( *#!e*e#t co#s&lti#!. The CEO #$ Bi! Mo** (e %oth #ew 'e(s (esol&tio#s&sce+ti%le. Peo+le te stoc of thei( +(o!(ess o( lc the(eof t 'e(s e#$ the' t(' to st(t off%ette( i# the #ew 'e(. Peo+le (e )e(' +(e$ictio#3o(ie#te$ t this ti*e of 'e(, too 'o&ll #otice llthe +s'chics t(ot o&t thei( +(e$ictio#s i# the t%loi$s, o# ($io, o# TJ. A#$ eco#o*ists 3 who (e@&st co(+o(te +s'chics, fte( ll 3 $o the s*e i# the %i- *e$i.How are you piggybacking on allthis?

MOE E) GOO' I#EST$O%S 2O 7$&6TO67$& "O(?S ! THE$ SA*ESPEOP*E

I# the %oo Bee+Q Bee+Q Co*+eti#! I# The A!e Of The Ro$ R#e(, the &tho(s h)e *'thicl s+ee( +ose these &estio#s to # &$ie#ce of sles (e+s/

7. If ll 'o&( c&sto*e(s co&l$ t #' ti*e (e*otel' 9loo9 i#to 'o&( w(eho&se, fi#$ thesol&tio# o( +(t the' #ee$e$, #$ !et it shi++e$ o)e(#i!ht, wht wo&l$ the' #ee$ 'o& fo(

8. If ll 'o&( +(o$&cts we(e e#!i#ee(e$ to %e s*(t, #$ the +(t itself co&l$ le(t the$ist(i%&tio# ce#te( whe# it #eee$e$ to %e ch#!e$, (e+le#ishe$ o( $elete$, wht wo&l$'o&( c&sto*e(s #ee$ 'o& fo(

?. If ll +(ice sho++i#! ws $(i)e# %' (el3ti*e, !lo%l co*+(iso#s )i the I#te(#et #$c&sto*e(s co&l$ (e&est c&sto*i-e$ +(o$&cts #$ se()ices which i# t&(# $(o)e 'o&(+(o$&ctio# c'cles, wht wo&l$ the' #ee$ 'o& fo(

If 'o& c#t #swe( these %(illi#tl', 'o&(e co**o$it' witi#! $isco)e(', t which +oi#t 'o&ll

fi#$ 'o&(self o&t %c, i# the $&*+ste(.

Ste+ o&t of the %i-3to3%i- %o" fo( seco#$ #$ co#si$e( McDo#l$s. >h' DO 'o& thi# the' h)e

+l'!(o$s, 9f *els9, to' !i)ew's, Mo#o+ol' !*es, etc., etc To o)e(co*e the fct thtthe' (e i# co**o$it' %&si#ess. The %i-3to3%i-e( OR the co#s&*e( *(ete( fce$ with the

samef$*e#tl ch#!e *&st e*+lo' the s*e f$*e#tl sol&tio#s. ;o& 9!et o&t of9

co**o$it' %&si#ess %' c(eti#! ll i#$s of $$e$ )l&e, (eltio#shi+ st(e#!the#i#!, e)e#$ist(ctio#s. ;o& w(+ 'o&( co(e %&si#ess i#si$e othe( )l&e *o(e $iffic&lt to (e+licte. B' thew', )e(', )e(', )e(' few %&si#ess3to3%&si#ess *(ete(s e)e( fi!&(e o&t tht the' sho&l$ %eclosel' st&$'i#! McDo#l$s (the( th# thei( co*+etito( tool #$ $ie *e(s to see how to9$is!&ise9 the co**o$it' #t&(e of thei( %&si#ess.

THE 77.1 A ;EAR S>IPE FILE. Its #o sec(et tht to+ +(o co+'w(ite(s #$ othe( s*(t

*(ete(s *i#ti# wht we cll 9swi+e files9, *$e &+ of othe(s $s, sles lette(s, he$li#es,o($e( fo(*s, etc., which we tte*+t to 9+e()e(t9 fo( o&( ow# +&(+oses (the( th# 9i#)e#ti#!.9 Iofte# cosel %&si#ess+eo+le of e)e(' st(i+e to s&%sc(i%e to the Ntio#l E#&i(e(, which I %elie)ecosts 77.1. I #otice whe# I s&!!est this f(o* the +ltfo(*, s I $i$ t Gol$Z Me*%e( D(. Be#


23/50

Alt$o##s Chi(o+(cto(s Boot C*+, h($l' #'%o$' *es #ote. Too %$. Bec&se, the$i(ect3(es+o#se $s i# these t%loi$s, whe(e s+ce is )e(' costl', (e+(ese#t the %est wo( of the%est #$ the %(i!htest $)e(tisi#! *i#$s i# A*e(ic....#$ these $s ofte# *&st sell the i#c(e$i%le,th&s the tech#i&es e*+lo'e$ (e e)e# *o(e +owe(f&l whe# &se$ to sell the c(e$i%le.

LESSON07/ >E >RITE OFF LOST C


24/50

BOO= I HIGHL; RECOMMEND/ THE TRe#$'s %ette( (est&(#t ws ct&ll' +&tti#! li*it o# the

#&*%e( of !oo$ i$es tht we h$ 3 o( t lest the #&*%e( tht we $eci$e$ to ct o# t #' o#eti*e. I#ste$ of h)i#! fift' !oo$ i$es *o#th #$ $oi#! the* ll hit3o(3*iss, we $eci$e$ wewo&l$ h)e o#l' two o( th(ee !oo$ i$es #$ e"ec&te the hec o&t of the*. >e slowe$ o&(sel)es$ow# #$ le(#e$ o&( (o&ti#e. A lot of +eo+le t(' to $o #$ %e e)e('thi#! 3 too *' thi#!s 3 to#ce. &st $o wht 'o& c# #$ %e who 'o& (e.9

M' +(e*ise is tht the (eso# to sell !oo$s #$ se()ices is to h)e c&sto*e(s. To $e)elo+ so*e+e(ce#t!e of c&sto*e(s i#to h'+e(3(es+o#si)es. Bec&se if 'o& c(ef&ll' #l'-e *ost %&si#esses,e)e# those with #o $eli%e(te st(te!' fo( #&(t&(i#! h'+e(3(es+o#si)es, 'o& will fi#$ tht 2 Z ofthe %&si#ess #et +(ofits (e co*i#! f(o* 82 to s few s of the (e+et c&sto*e(s. A$*itte$l'the(e (e e"ce+tio#s, t'+icll' hi!h t(#sctio#, si#!le t(#sctio# %&si#esses, whe(e it is $iffic&lt#$ *' #ot %e wo(thwhile to $$ 9%c3e#$.9 B&t these (e e"ce+tio#s. Fo( *ost %&si#esses, the+(i#ci+le of +(ofit f(o* h'+e(3(es+o#si)es ++lies.

He(es (ece#t ill&*i#ti#! cse histo('/ this co*+#' @&st teste$ +&tti#! th(ee $iffe(e#t offe(s

i#to the s*e *ili#!, to c&sto*e(s who h)e histo(icll' %ee# se#t o#e solo offe( fte( #othe(.


25/50

A++(o"i*tel' 1 of the %&'e(s %o&!ht ll th(ee, #$ #othe( 78 of the %&'e(s %o&!ht two ofthe th(ee. The o)e(ll i*+ct o# #et +(ofit f(o* the *ili#! ws 522 i*+(o)e*e#t. >h' $oesthis h++e# >h' $o &+sells wo( Bec&se, %o)e ll else, a bu0er is a bu0er is a bu0er( Ctlo! #$ TJ $i(ect *(ete(s h)e le(#e$ the' c# $o two, th(ee o( e)e# fo&( se&e#tiltele+ho#e &+sells (the( th# o#e. M' ow# clie#ts h)e $isco)e(e$, i# the +st 'e( o( so, how to+&t hi!h3+(ice$ (the( th# low, i*+&lse3+(ice$ ite*s s &+sells o# o($e( fo(*s. The(e (elesso#s he(e fo( e)e('%o$'. A ?22 s&it c# %e # &+sell to ?2 tie, #ot @&st )ice )e(s i# fct, Ih$ tht t(ie$ o# *e the othe( $' whe# o($e(i#! tie o&t of ctlo!. Re3c(+eti#! # e#ti(eho&se fo( ,222.22 co&l$ %e # &+sell to 822.22 c(+et cle#i#! @o%.

Now, ;here is the real value in the business I &se$ to s' I$ #e)e( %&' %&si#ess witho&t

*ili#! list. ;e(s !o, I looe$ t %&'i#! %i! %oosto(e i# $ow#tow# Phoe#i", #$ wht&ee(e$ the $el fo( *e ws/ #o list. I s&++ose to$' I$ %e $isi#te(este$ witho&t st(eet $$(esses,e3*il $$(esses, FAX #&*%e(s #$ +ho#e #&*%e(s. I$ #oc hlf the )l&e off of # othe(wise!oo$ %&si#ess, if *issi#! this i#fo(*tio# %o&t its c&sto*e(s. >itho&t it, 'o&(e %&'i#! f&(#it&(e.B&t #owi#! wht I #ow #ow, I$ %e e)e# +icie(. I$ w#t to loo t the #&*%e( of h'+e(3(es+o#si)es tht e"iste$.

If 'o& w#t to %&il$ )i(t&ll' +e(*#e#t, she%le )l&e, 'o& will !!(essi)el' %&il$ h'+e(3

(es+o#si)es. H04er6res4onsive(#. 7 The c&sto*e( who fi#$s %e#efit, +(ofit, )l&e o(e"ce+tio#l stisfctio# i# +&(chses *$e #$ i# his (eltio#shi+ with the selle(, so tht he is*oti)te$ to %&' (e+etiti)el', f(e&e#tl' #$ co#ti#&o&sl', ofte# t hi!he( +(ice +oi#ts, %&'i#!l(!e( +c!es of +(o$&cts o( se()ices th# (#3#$3file c&sto*e(s. 8 +l&(l/ The c&sto*e(swho (e+(ese#t to 82 of %&si#ess e#ti(e c&sto*e( %se o( c&sto*e( list, which ccots fo(2 o( *o(e of the %&si#ess #et +(ofits. ? The c&sto*e(s ofte#, fo(ttel', te# fo( !(#te$,o)e(looe$ o( $e(3)l&e$ %' the %&si#ess. h04er6res4onsive($@ . 7 The %&'i#! %eh)io( of h'+e(3(es+o#si)e #.

9Re*e*%e(, +eo+le (e NOT %&'i#! the +(o$&ct. The' (e %&'i#! the %e#efit of h)i#! the

+(o$&ct. $f 0ou?ve 1one 0our >ob ;ell5 the0 feel the0 have com4lete1 ever0thing the0 nee1 to1o to get that benefit merel0 b0 4icking u4 the 4hone an1 or1ering(F Mi#! this i#$ of+itch fo( # i#fo3+(o$&ct is $elicte #$ co*+licte$ fi!&(i#! o&t how to +&t thi#!s i#to the+(o$&ct itself to s&++o(t this i$e is e)e# to&!he(. B&t $o #ot $e(esti*te the i*+o(t#ce ofoh#s stte*e#t. He hs %(illi#tl' s&**(i-e$ wht the +(os+ect *&st !et, %o)e ll else, o&t of'o&( *ess!e i# o($e( to fi#$ it i((esisti%le. This is o#e wo(th co+'i#! o#to %(i!ht 'ellow 5"49c($ #$ stici#! it &+ o# 'o&( %&lleti# %o($.

the(e (e who AL>A;S +(tici+te #$ e!e(l', !!(essi)el' see o&t i#fo(*tio#, who

AL>A;S i#)est i# i*+(o)i#! thei( ow# #ow3how, 7 who OFTEN $o so, 12 who NEJER$o so. Most si*+l' wo#t $o #'thi#!. B&t co*+li#. This is the w' it is. I lo#! !o cese$h)i#! #' (el c&(iosit' %o&t this, i#ste$ st(te!icll' e#!i#ee(i#! *' %&si#ess to wo( with theco*+(ti)e few i# the #$ 82 !(o&+s, #$ $(i)e the othe(s w' s *&ch s +ossi%le.

AN;ONE selli#! cfete(i3st'le is *i#! *iste.

9M; B


26/50

Le$ !e#e(tio# is (ell' )e(', )e(' si*+le. Its %o&t fi( e"ch#!e.# ant your name, address,

etc. and permission to tell you my sales story; in exchange # ill give you (x(, hich should be

irresistible to you, if you are the person # ant.

se(io&sl' co#si$e( $(i)i#! off the &lifie$. So*e of the %est le$ !e#e(tio# $)e(tisi#! tells

who sho&l$ #ot (es+o#$. The )e(' fct tht 'o& cle(l' tell %ch of +eo+le to !o w' #$ #ot

%othe( 'o& *es 'o& *o(e tt(cti)e to the &lifie$ +(os+ects 'o& see.

Loo %l%%e(*o&th, t lest hlf of e)e('thi#! 'o& s' i# 'o&( )oice to 'o&( +(os+ects #$ *#'

of 'o&( c&sto*e(s is i#st#tl' $isc(e$ite$, i#st#tl' $iscote$, i#st#tl' $is3%elie)e$. To o+e(teo# the ((o!#t +(es&*+tio# tht 'o& will %e t(&ste$ #$ %elie)e$ is @&st flt3o&t, %(i#3$e$st&+i$. I# cse 'o& h)e#t #otice$, EJER; i#stit&tio#, !(o&+ o( +e(so# tht the +&%lic t(&ste$ hssc(ewe$ o)e( e)e('%o$' (o'll'. Rece#tl', the Fo(te22 sic. E#(o#, A(th&( A#$e(se#, theSEC, the Ctholic Ch&(ch, #$ o# #$ o# #$ o#. I h)e#t see# o#e cc&(te wethe( (e+o(t i# *o#th. >h' sho&l$ #'%o$' %elie)e #'%o$', es+ecill' #'%o$' fte( thei( *o#e' Fo( the(eco($ he(e (e the +(i#ci+les/

7. PROJE EJER; ELEMENT OF ;O


27/50

POSTCARDS IN THE MAIL IN 51 HRS. 3 FROM IDEA TO MAILBOX. At o&( *ost (ece#t

Plti#&* *eeti#!, T.. Rohle$e( showe$ co&+le of e"*+les of +ostc($s hes &si#! i# se&e#ce, which hes h)i#! +(i#te$ #$ *ile$ fo( hi* %' the co*+#' $isc&sse$ he(e, whe(e'o& c# !o o#li#e, choose f(o* %-illio# stoc +hotos, c(too#s, $esi!#s, etc., e#te( 'o&( co+',++(o)e 'o&( l'o&t, e3*il 'o&( list, #$ the' $o e)e('thi#!, #$ h)e the %&!!e(s i# the *il i#

51 ho&(s. E)e# co&+le Plti#&* Me*%e(s *isse$ the +oi#t, #$ !ot h! &+ i# theco*+(ti)el' hi!h cost of this se()ice 3 (o&!hl' .42 to .12 it, fo( so*ethi#! 'o& co&l$ $o'o&(self fo( s little s .8 it. He(es wh' 'o& sho&l$ NEJER sell OR Be$#es$', #$ the (es+o#se hs %ee# less th# $esi(e$ t 72AM >e$#es$' 'o& c# $eci$e to*il 9$e$li#e e"te#$e$9 +ostc($ to 722, 7,222, 72,222 o( 2,222 of 'o&( c&sto*e(s, !o to thisco*+#'s site, $o e)e('thi#! o#li#e, #$ h)e it ll i# the *il the #e"t $'. If 'o& $o it9#o(*ll'9 'o& *' $o it fo( hlf the cost, %&t !et it o&t 1, 6, 72 $'s lte(, $(*ticll'$i*i#ishi#! its +ch, #$ its (es&lts, to the +oi#t tht the +(ice fo( s+ee$ ws the %(!i#.A#'w', its # i#te(esti#! #$, fo( *#', &sef&l )e#$o(. oe Polish hs his Me*%e(s &si#! thistoo. Fo( i#fo/ www.*-i#!*il.co* LOTS of !oo$ i$es i# he(e fo( &s

whe# 'o& (e !etti#! lot $o#e fst, s we %oth $o, 'o& c##ot +(e)e#t ll these i#$s of *istes

ie si*+le t'+os witho&t slowi#! e)e('thi#! to c(wl the t(ic is to let those of little fi##cili*+ct !o %&t ctch those tht (e (ell' si!#ific#t ie w(o#! +ho#e #&*%e(, we%site, etc.

FIRE THAT MEDIA. Ste+he# McLe# showe$ #$ e"+li#e$ # e"celle#t #ews++e( i#se(t he

ws &si#!, #$ lso e"+li#e$ tht he &se$ )oice %(o$cst to +st #$ +(ese#t c&sto*e(s, to le(tthe* to the i#se(t i# thei( #ews++e(s. He wisel' w#te$ c&sto*e(s to (e$ee* co&+o#s #$ s)e*o#e' co#t((' to the i$ioc' of *#' %&si#ess ow#e(s who +(' thei( c&sto*e(s $o#t see thei($s o( e)e# (est(ict co&+o# (e$e*+tio# to #ew c&sto*e(s o#l'. A#'w', it *$e *e thi# of #ew 9*e$i test9. If 'o&( !oo$ c&sto*e(s $o#t see #$ *e#tio# 'o&( $s, 'o&(e +(o%%l' i# +lce 'o& sho&l$#t %e.

O# Le$ Ge# .The' wo&l$ %e i#fi#itel' %ette( off with 853ho&(, 3$' (eco($e$ *ess!e #$

&to*te$ le$ c+t&(e, # i#)ittio# to FAX (e&est, #$ we% site, with NO o+tio# of clli#!#$ !etti#! li)e +e(so#. So wo&l$ *ost %&si#esses $oi#! le$ !e#e(tio#. The(es little +oi#t i#i#)esti#! stff ti*e i# tli#! to 9st!e o#e9 le$. The'(e #ot !oi#! to *e this sle o)e( the+ho#e with #o lite(t&(e i# the +(os+ects h#$s. F&(the(*o(e, it is *@o( i((it#t fo( +(os+ects to%e 9%it # switche$9 offe(e$ f(ee i#fo, the# $e#ie$ tht s*e i#fo til the' $o tele3$#ce with sles (e+. F( %ette( i# this cse to efficie#tl' c+t&(e le$s, ho#o( the f(ee offe(, se#$ o&t )e('!oo$ +c!e, +ositio# the (e+s s 9e&i#e e"e(cise fcilit' co#s&lt#ts9, #$ $(i)e the +(os+ectto co*+li*e#t(' tele+ho#e co#s&lttio# fte( the')e (e)iewe$ the *te(il.

there is no such thing as Fun1eserve1 success(F The losers of the ;orl1 must cling to an1

4romote the theor0 of un1eserve1 success5othe(wise the' h)e #o w' of e"+li#i#! thei( ow#lowl' stt&s #$ %(e %# ccots. Fo( *#', the theo(' of $ese()e$ s&ccess is &ite lite(ll'thei( (eli!io#/ *e#s of e"+li#i#! the e"+li#%le #$ i#co*+(ehe#si%le, #$ +(o)i$i#!co*fo(t #$ shelte( !i#st fe(, te((o( #$ $es+i(.

$n 0our a1vertising5 marketing5 sales 4ractices5 an1 businesses 0ou must offen1 some 4eo4le(

Pee(s, of co&(se. B&t %e'o#$ tht, othe( +eo+le too. If 'o& #e)e( $o, 'o&( *ess!e is too *iltost.;o& o#l' #ow 'o& (e +&shi#! the li#e of *"i*&* i*+ct whe# so*e%o$' feels 'o&)e ste++e$o)e( it. I* #ot s&!!esti#! %ei#! offe#si)e fo( the se of %ei#! offe#si)e, #' *o(e th#, s',$)e(tisi#! sho&l$ %e e#te(ti#i#! fo( the se of %ei#! e#te(ti#i#! #$ t the e"+e#se of selli#!.B&t 'o& c#t %e thi#3si##e$ o( ti++'3toe ti*i$ eithe(. Ne)e( offe#$i#! *e#s #e)e( %ei#!#otice$.


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)ou >ust cannot make ma@imum mone0 until 0ou embrace the realit0 of #%$ESA*

success 4rinci4les(F&(the(, the t(&th is tht %(eth(o&!hs i# 'o&( %&si#ess ((el' if e)e( co*ef(o* %ei#! foc&se$ o# 'o&( ow# i#$&st(' o( +(ofessio#, th&s the (est&(#t ow#e( *' h)e less to!i# f(o* #l'sis of St(%&cs th# the wi$!et *#&fct&(e(, c&+ct&(ist o( +et sho+ ow#e(.%ot being able to transfer an1 translate successful a1vertising5 marketing an1 sales 4ractices

from outsi1e 0our bo@ into 0our bo@ is a severe entre4reneurial han1ica4( The res4onse >ustcan%OT ever be FThis 1oesn?t a44l0 to meF it must A*WA)S be Fho; can $ a44l0 thisF(

We are first talking about a vital ATT$T#'E SH$2T in the life of the business o;ner( As

I)e ofte# +&t it, the switch f(o* 9$oe( of the thi#!9 to 9*(ete( of the thi#!.9 To the chi(o+(cto(,$e#tist, etc. who s's he hs #o ti*e fo( *(eti#! %ec&se he is seei#! +tie#ts ll $', I s' twothi#!s/ o#e, its lie 3 'o& (e lso %%'sitti#! e*+lo'ees, w(iti#! checs, !oi#! to lch with+eo+le who c#t co#t(i%&te to 'o&( s&ccess, o($e(i#! s&++lies, etc. B&t two, close 'o&( office o#ef&ll $' wee, see #o +tie#ts, #$ $e)ote it totll' to *(eti#!. 9I c#t ffo($ to $o tht,9 hes's. I s' he is %lithe(i#! i$iot who c#t cot. To the CEO of si-e%le co*+#' who offe(sco*+(%le e"c&ses 3 lie/ 9I* i# *eeti#!s ll $'9 3 I s'/ +ic $' ech wee, #o *eeti#!s.B&t this wo#t h++e# less 'o& !et it, %&' it, e*%(ce it, *e tht ttit&$e shift to MAR=ETERABOJE ALL ELSE, MAR=ETING FIRST BEFORE ALL ELSE. Fo( o&( %&si#ess/ This is the

i$el, %&t if 'o&K(e #ot co*fo(t%le $oi#! tht, o( $o#Kt #ow whe(e to st(t, let &s hel+ 'o&

O#e c&tio#(' #ote/ $o#t too #((owl' $efi#e *(eti#!. Fo( e"*+le, the close s&+e()isio#,

(es&lts *es&(e*e#t #$ hw3lie *o#ito(i#! of so*ethi#! lie effecti)e h#$li#! of i#%o$clls see #e"t ite* is 9*(eti#!9 @&st s *&ch w(iti#! co+' fo( #ew sles lette(.

M' Plti#&* Me*%e( ' Geie( hs $e)elo+e$ t(&l' e"t(o($i#(' %&si#ess withi# the

chi(o+(ctic +(ofessio#, +(o)i$i#! co*+(ehe#si)e t(i#i#! #$ s&++o(t s'ste* fo( $octo(s f(o#t$es stffs, o# h#$li#! the i#%o$ cll 33 the si#!le %i!!est hole i# the %&cet the(e, #$ i# *ost%&si#esses. M' 9R3i3#3!9 (ticle i# the e Iss&e ws w(itte# well %efo(e his (e*(%le+(ese#ttio# t *' Boot C*+. Fo( #' %&si#ess whe(e the focl e#t(' +oi#t fo( +tie#ts, clie#tso( c&sto*e(s is the +ho#e. To $e*o#st(te the $es+e(te #$ &(!e#t #ee$ fo( i*+(o)e*e#t, '9&$it clls9 the offices, (eco($s the clls with o#e of his +eo+le +l'i#! the +(t of the +(os+ect.

At *' Boot C*+, #ow# to the $octo(s, %efo(e the e)e#t, he &$it3clle$ e)e(' o#e of thei(offices #$ +l'e$ thei( t+es o# st!e. De#il ws i*+ossi%le. To %e fi(, the %'s*l h#$li#! ofthe clls #$ the *ssi)e losses #$ wste of *(eti#! $oll(s li#e$ to this +(o%le* is ((el'stffs f&lt t'+icll', stff is !i)e# #o sc(i+ts, #o t(i#i#!, #o s&+e()isio#, #o effecti)e#ess*es&(e*e#t #$ #o *oti)tio# to !et this (i!ht. Howe)e(, the #et (es&lt is the s*e s if it wsi#e+tit&$e %' e)il i#te#t the %&si#ess is (o%%e$ $il' of tho&s#$s of $oll(s.

the %e&t' of %ei#! *(ete( is 'o& c# #$ will %e w(o#! lot, *e lots of *istes, #$ still

%e %i!, ft wi##e( th#s to the occsio#l hit. Success is %OT about being right it?s aboutbeing in motion(

A#'w', he(es %i! ti+ %o&t testi*o#ils/ the %est o#es tell $(*tic #$o( e*otio#l #$o(

&s&l #$o( *&si#! sto(ies. These i#$s of testi*o#ils (e 9!ol$e#.9 So*eti*es 'o&ll !et

the* s+o#t#eo&sl', %&t 'o& lso w#t to %e le(t fo( the*.....whe# so*e%o$' tells 'o& o#e, $o#tlet it sli+ w' c+t&(e it o# t+e o( o# ++e(.....the# &se the %ee@ee-&s o&t of itQ If 'o& (e #ot&si#!, *ssi)el' &si#! testi*o#ils, 'o& (e *i#! *iste.

O# co+'w(iti#! tech#i&e O#e of the *ost (eli%le, esil' le(#e$ is 9BENEFIT DRIJEN

COP;.9 This (e&i(es *etic&lo&sl' eli*i#ti#! 9fet&(es o#l'9 #$ l$li#! o# %e#efit &+o# %e#efit&+o# %e#efit, so tht #o se#te#ce is %se#t %e#efits.

DIRECT3MAIL EXAMPLE OF THE MONTH. Re!(ett%l' the E"hi%it (e+(i#te$ he(e E"hi%it

07 wo#t $o this +iece @&stice, so I* !oi#! to $esc(i%e it fo( 'o&. This is $o&%le3si-e$ +ostc($


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tht fol$s o)e( #$ *ils +ostc($ si-e. >he# 'o& o+e# it, i#si$e the(e is little -i+3loc %!!iettche$ with st+le. I#si$e the %!!ie is 9$i*o#$9 o( t lest little sto#e shi**e(i#! lie $i*o#$. A#$ whe# 'o& (e$ the co+' 'o& $isco)e( it *i!ht %e # ct&l $i*o#$ wo(th7,222.22 o( *o(e, o( it *i!ht @&st %e c&%ic -i(co#i !oo$ fo( 2 of i#3sto(e c(e$it if (et&(#e$.The e#ti(e +(o*otio# is fo( o#e $' o+e# ho&sesle e)e#t t the @ewel(' sto(e. Gol$ I##e( Ci(cleMe*%e( Mie &($o s's this is his *ost s&ccessf&l, (eli%le +(o*otio#, &se$ twice 'e(, 'e(fte( 'e(. Now he(es wht I w#t to +oi#t o&t/ o# s*ll scle, fo( s*ll tow#, locl %&si#ess,Mie hs %o((owe$ tech#i&e #$ !i**ics li%e(ll' f(o* the !i#ts swee+stes #$ +(i-e+(o*otio#s, lie P&%lishe(s Cle(i#!ho&se #$ Re$e(s Di!est. >hile *#' s*ll %&si#essow#e(s wo&l$ loo t those *ili#!s #$ #e)e( thi# the' co&l$ wo( i# thei( %&si#esses, Miecle)e(l' $+te$. Re!($i#! the !i**ic itself/ )(itio#s %o$. I# the &to %&si#ess, the(es clssic +(o*otio# whe(e e's (e se#t o&t i# the *il, #$ 'o&( e' *i!ht %e the o#e tht st(ts &+the %(#$ #ew c( i# the show(oo* #$ if it $oes, 'o& wi# the c( 3 o%)io&sl' 'o& h)e to co*e i#to fi#$ o&t. >ht )(itio# of this i$e co&l$ 'o& &se E)e# &s i#fo3*(ete(s co&l$ &se the e'!i**ic tie$ to tte#$i#! %oot c*+.

Of co&(se co#s&*e(s (e i#c(esi#!l' se+ticl. A#$ (esist#t to $)e(tisi#!. B&t tht is !oo$

#ews, #ot %$ #ews, #$ it is (eso# to i#)est *o(e !!(essi)el' i# $)e(tisi#!, #ot to ( w'f(o* it. The se+ticl co#s&*e( is o&( %est +(os+ect, %ec&se we wi#$ &+ with little co*+etitio#if we $o s*(t $)e(tisi#!, i#co(+o(ti#! (eso#3wh' co+', co*+elli#! testi*o#ils, othe( socil+(oof, i(o#cl$ !&(#tees, etc. )s. othe(s $&*% $)e(tisi#! %se#t those i#!(e$ie#ts, we (e theo#l' )oices the se+tic will liste# to.

SHEDDING LIGHT ON THE ELhe# we (e $o#e, we will h)e s&ccessf&ll' #swe(e$ *' ob is to make 0ourself the onl0 viable one5 b0 1iscre1iting all

the others. Me %i! *e#tl #ote of this o#e.

$f 0ou 1o not alrea10 have a gigantic5 a;esomel0 4o;erful ?abilit0 to 4ro1uce?5 it is THE goal

an1 as4iration to concentrate all 0our energ0 an1 resources on( $f 0ou feel 0ou 1o 4ossess

such an ?abilit0?5 b0 all means value it5 fee1 it5 nurture it5 e@ercise it5 strengthen it5 invest in

it(

A#$ tht s&!!ests o++o(tit'/ how c# 'o& (e$&ce o( (e*o)e hssle f(o* 'o&( c&sto*e(s li)es I

#otice$ tht O&t%c Steho&ses (e $)e(tisi#! te3o&t se()ice/ cll, +&ll &+, the' %(i#! theto3!o o($e( o&t to 'o&. I ws tli#! the othe( $' with #othe( co#s&lt#t to s*ll %&si#esseswhos $)octi#! 9co#)e#ie#ce co*%os9 3 fo( e"*+le, $(' cle#i#! $(o+3off+ic3&+ stelliteloctio# i#si$e !'* it !i)es the !'* so*ethi#! i&e to +(o*ote, #ew w' to se()e its*e*%e(s c&sto*e(s !et to ill two %i($s with o#e sto#e the $(' cle#e( !ets $$itio#l %&si#ess.D(. E%e# D)is hs &se$ )e(' cle)e( 9t(ic9 to c(ete #$ +(o*ote +(ctice with #o witi#!


30/50

(oo* %ec&se the(e is #o witi#!, #ot e)e# *i#&te. I thi# this *' %e the +th to #ewco*+etiti)e $)#t!e fo( !(et *#' %&si#esses 3 fo( so*e, (e&i(i#! thi#i#! w', w', w'o&tsi$e the %o".

ONE3STOP DIRECT3MAIL. I# (ece#t iss&e I $i(ecte$ 'o& to so&(ce fo( i#st#t +ostc($s,

$o#e #$ *ile$ fo( 'o&. He(es #othe(, si*il( )e#$o( clle$ to *' tte#tio# %' se)e(l

Me*%e(s/ www.co(+o(te*il#ow.co*.

This lso +oi#ts o&t tht e)e(' #ews sto(' (e+(ese#ts o++o(tit' #$ !i# fo( so*e%o$'.

Re!($less of how t(!ic the e)e#t, whe# it is $(o++e$ i#to the wte( of +&%lic co#scio&s#ess,the(e will %e (i++le effect tht #t&(ll' c&ses co**e(ce, #$ the(e will %e e#t(e+(e#e&(s+(octi)el' c+itli-i#! o# it. >hile #o o#e wo&l$ e)e( wish fo(, s', the se(il s#i+e( ttcs(ece#t to >shi#!to# DC (e, *#' +(ofite$ %ec&se of the*. CNN #$ MSNBC, fo( e"*+le,%&il$ )iewe(3shi+, showcse thei( shows, #$ tt(ct $)e(tise(s whe#e)e( so*ethi#! lie thisocc&(s. I# this cse, the +(o3!co#t(ol#ti3! #o#3+(ofits (+i$ (es+o#se te*s (ce$ to !etf$(isi#! lette(s i# the *il, to !et #ews (eleses to the *e$i, to !et thei( s+oes+e(so#si#te()iewe$. I#3%o$ clls to (e %&(!l( l(* co*+#ies s&(!e$ the s*(t o#es %&*+e$ &+ thesi-e #$ f(e&e#c' of thei( $s. Co#si$e( it !(isl' if 'o& wish, %&t it is wht it is/ e)e(' e)e#t%(ee$s co**e(ce #$ o++o(tit'. A#$ o++o(tis* is +(t #$ +(cel of e#t(e+(e#e&(shi+. Of

co&(se, the(e (e +le#t' of #ews e)e#ts less )iole#t th# h&((ic#es #$ se(il *&($e(s to (es+o#$to #$ c+itli-e o#. ;o& c# +ic #$ choose. B&t if 'o& (e co*+letel' #e!lecti#! (+i$ (es+o#seto c&((e#t e)e#ts s *(eti#! st(te!', 'o& (e fili#! to &tili-e o++o(tities h#$e$ to 'o&$il' o# sil)e( +ltte(, so 'o& ce(ti#l' h)e #o (i!ht to co*+li# %o&t 'o&( %&si#ess #otth(i)i#! to the e"te#t 'o& wo&l$ lie.

Hllowee# hs officill' %eco*e the 9%i!!est9 $&lt holi$', s&(+ssi#! New ;e(s E)e fo( +(t'3

(elte$ e"+e#$it&(es. I# the co**it' whe(e I h)e ho*e i# Ohio, *ost #ot few, *ostho*es h)e f(o#t '($ #$ e"te(io( li!hti#! #$ $eco(tio# fo( Hllowee# e)e(' %it s el%o(te sCh(ist*s $is+l's. The 'e(s cle#$( is (ich with o#e holi$'seso#l selli#! o++o(tit'o)e(l++i#! the #e"t, 'et f( too *#' %&si#esses i!#o(e ll this, +(es&*%l' %elie)i#! it si*+o(t#t o#l' to (etil. B&t the' (e w(o#!, %ec&se (e!($less of wht %&si#ess o( +(ofessio#the' (e i#, the' (e selli#! to +eo+le, #$ holi$'s (e i*+o(t#t to the +eo+le the' sell to.

Rece#tl', clie#t se$ *e, of e)e('thi#! I tl %o&t *ost, wht o#e thi#! $i$ I thi# I)e

$)octe$ tht hs h$ the !(etest i*+ct o# *' clie#ts #$ Me*%e(s 3 ws it ht $o 'o& thi# tht #swe( wo&l$ %e I%elie)e it is co#)i#ci#! %&si#ess+eo+le to $o %&si#ess o# thei( te(*s to est%lish (&les fo( thei(c&sto*e(s to follow to $ictte the te(*s of the (eltio#shi+ tht s&it the %&si#ess ow#e(s+(efe(e#ces 333 &s&ll' co#t((' to i#$&st(' #o(*s.

As *(ete(s, we sho&l$ lw's (e*e*%e( tht *ost fols (e %sol&tel' st()e$ fo( ++(ecitio#

#$ (es+ect, #$ will h#$so*el' (ew($ @&st %o&t #'%o$' who !i)es it to the* 3 'et we *&stte c(e #ot to let o&( c&sto*e(s (eso#%l' co#t(ol o( %&se &s, i# the #*e of ++(ecitio#.THIS clls fo( A%(h*U st'le e$&ctio# tell the* wht 'o&K(e $oi#! fo( the* to show the*the (es+ect the' w#t, so the' c# feel it

B' )i(t&e of (e$i#! this #ewslette( 3 if tht ws 'o&( sole *(eti#! e$&ctio# 3 0ou are ver0

likel0 the king in a lan1 of the blin15 i# whte)e( i#$&st(' o( (e 'o& (e i#. Go he$, ctco&(!eo&sl' s if 'o& (e i#fi#itel' *o(e #owle$!e%le, c+%le #$ &lifie$ to s&ccee$ th##'o#e else i# 'o&( fiel$, #$ e&ll' *o(e $ese()i#! 333 of +(e*i&* +(ices o( fees, of co#$&cti#!%&si#ess o# 'o&( te(*s. I$ w!e( he)il' 'o& (e.

"O#AGE $% A"T$O% I @&st lo)e Co&(!eo&s M(eti#!. At the Co+'w(iti#! Boot C*+,

Gol$ Me*%e( Eliot Sil)e(*# ws $esc(i%i#! the !&(#tees he &ses fo( his &to (e+i( %&si#ess 3%&t I s&!!este$ %ol$e( o#e/ $2 WE 2$. )O# "A A%' )O#?E %OT SAT$S2$E'5


31/50

WE?** 7#) )O# "A( To his c(e$it, Eliot !&l+e$, wo((ie$, %&t (&she$ ho*e #$i*+le*e#te$. E"hi%it 07 is the fl'e( $ist(i%&te$ $oo( to $oo( Eliot +&t o&t fet&(i#! the !&(#tee3 o# No)e*%e( 75th, he (e+o(te$ !etti#! the fstest (es+o#se to #' fl'e( hes e)e( &se$. S's if itwo(s o&t O= #$ he $oes#t %&' too *#' c(s, hell +&t it i# s #ews++e( i#se(t. I wo&l$ *ethis !&(#tee %i!!e( #$ %ol$e( AND &se it s the +(e3he$li#e. M'%e e)e# +hoto, Eliot #e"t to c(, hol$i#! o&t # o+e# %(iefcse f&ll of *o#e', c+tio#e$ 9I FIX IT RIGHT OR I BORSE THAN LEANING ON A

CO


32/50

hi!he( 'o&( +(ices the *o(e 'o& c# s+e#$ o# *(eti#!. Bec&se +(ice is +(o$&ct ofsles*#shi+ #$ *(eti#!, #ot of i#t(i#sic )l&e, it is )itll' i*+o(t#t to co#ti#&ll' i*+(o)e,st(e#!the# #$ sh(+e# 'o&( sles #$ *(eti#! e"+e(tise #$ co#fi$e#ce. I +i$ X fo( it, #$it ws wo(th e)e(' +e##'QU

I he($ !&' i#te()iewe$ o# the ($io who $isco)e(e$ o#e fte(#oo# tht he h$ hit the lotte(' fo(

*illio#s of $oll(s. Befo(e t&(#i#! i# his ticet, tht #i!ht he clle$ e)e(' f*il' *e*%e(, e)e('f(ie#$, e)e(' #ei!h%o(, e)e(' co3wo(e( #$ tol$ ech of the* he ws i# h&!e +icle, co&l$#ttell the* the $etils, #$ #ee$e$ to %o((ow 7,222.22 i**e$itel'. As I (ecll, he *$e o)e( 2clls, !ot 8 'ess, 51 sto(ies #$ e"c&ses. The #e"t $' he ws ll o)e( the #ews s his sttes#ewest *&lti3*illio#i(e. Do 'o& s&++ose the 51 !ot the *ess!e

He(es wht I %elie)e/ the +e(so# who #ows how to *e *o#e', to %(i#! *o#e' i# the $oo(, is

to+ *# o# the tote* +ole. Hes the s*(t o#e. A#$ he #ee$s to !i)e hi*self f&ll c(e$it, #$ h)ell the co#fi$e#ce i# the wo(l$.

7#T WE "A%?T O22E G#AA%TEES $% O# 7#S$%ESS( $ fo( chi(o+(cto(

+(o*oti#! !&(#tee. This $ hs )e(' !oo$ he$li#e #$ !oo$ s&%he$, %e!i##i#! with o#eof those !(et he$li#e wo($s 3 9Fi#ll'9. The !&(#tee itself is !&ts'/ +i# (elief i# fi(st )isit.

WHAT A G#AA%TEE 2OM A "HA$T) )O# 7ET"HAR Here?s something

7A%' %EW an1 %EE SEE% 7E2OE in charit0 a44eals 6 a G#AA%TEE( %ever in

the histor0 of non64rofits has a charit0 offere1 0ou a guarantee( 'e1ication ! Everlasting

*ove To Animals is the first charit0 in America to go on recor1 ;ith this groun1breaking

guarantee because ;e are so sure 0ou ;on?t be able to call us on itR )ou have nothing to lose

in 1onating to our animal shelter to1a0( With our %o6isk Guarantee5 0ou have u4 to a 0ear

to visit our Su4ershelter an1 see for 0ourself it is ever0thing $?ve sai1 it is5 an1 moreR $f it

isn?t5 $?ll take the 1onation 0ou sen1 to our animals to1a0 an1 $?ll mail it to an0 other animal

charit0 of 0our choice( That?s more than fair5 an1 that?s the 4roof 0ou shoul1 be offere1

from ever0 charit0 asking for 0our heartfelt contributions to1a0( So 4lease rush 0our life6

saving gift to our animals no;5 an1 come on a Members? Tour to see for 0ourself ho; ;e

s4ent it(

B&'i#! the ++oi#t*e#t/ I* *-e$ *o(e sles +(ofessio#ls #$ co*+#ies $o#t $o this. Afte(

ll, if 'o&(e #' !oo$, 'o& #ow wht 'o&( closi#! (tio is. ;o& #ow o( sho&l$ #ow wht itcosts 'o& i# toto to !et # ++oi#t*e#t i.e. ll the $)e(tisi#!, *ili#!, #&*%e( of +ho#e clls, etc.$$e$ &+. ;o& CAN fi!&(e o&t wht 'o& c# +' fo( tht s*e ++oi#t*e#t 3 i# csh, ch(it'$o#tio#, o( %(i%e!ift. Co+' fo( # o&t(i!ht %&' of # ++oi#t*e#t loos lie this/ 9Gi)e *e \\\*i#&tes. If I fil to show 'o& t lest 0 \\\\'o& $i$ #ot #ow %o&t #$ wo&l$ othe(wise #ot h)e#ow# %o&t 3 #$ tht 'o&( \\\\\ h$ #ot tol$ 'o& %o&t 3 #$ 'o& ho#estl' feel I wste$ 'o&(ti*e, @&st s' the wo($, #$ I will +' 'o& \\\\\\ s *' +e#lt', (i!ht o# the s+ot, csh o# 'o&($es. Thts how ce(ti# I *..9 E"*+le/ 9Gi)e *e 76 *i#&tes. If I fil to show 'o& th(eest(te!ies fo( i*+(o)i#! (es+o#se to 'o&( e"iste#t $)e(tisi#! o( e"t(cti#! *o(e )l&e f(o* 'o&(le$s 3 tht 'o&( $ !e#c' hs #ot tol$ 'o& %o&t 3 #$ 'o& ho#estl' feel I wste$ 'o&( ti*e, Iwill +' 'o& 22.22..9

>HEN GONT HELP. E)e# %ol$, st(o#! !&(#tee wo#t hel+

f$*e#tll' i#te(esti#! +(o+ositio#, o( *ess!e $eli)e(e$ to +oo(l' selecte$, (es+o#si)e*(et. ;o& lso h)e to %e c(ef&l %o&t the %l#ci#! ct %etwee# !&(#tees #$ tew'selli#! 3 I)e wle$ tht ti!ht(o+e s&ccessf&ll' fo( 'e(s, %ec&se I !&(#tee *' i#itilco#s&lttio# $'s with f&ll fee (ef$. Fi#ll', of co&(se, !&(#tee c#t hel+ 3 #$ co&l$%#(&+t 'o& 3 if 'o& c##ot $eli)e( o# it.

The(e (e two +(i*(' w's to &se !(%%e(/ ONE/ to (ef(esh o( %oost the (es+o#se of # l(e$'

s&ccessf&l *ili#!. If 'o&)e !ot o#e thts wo(i#! #$ 'o& w#t to t(' i*+(o)i#! o# it, t('


33/50

$$i#! !(%%e(. It *' fo(ce ch#!i#! the he$li#e, o+e#i#! +(!(+h, it *' #ot. If it $oes, it*' *e the e#ti(e lette( *o(e co*+elli#!. T>O/ s the st(ti#! +oi#t of sles lette(. The!(%%e( s&!!ests the the*e

Oh5 an1 b0 the ;a05 most of the sales4eo4le floating aroun1 un1er the age of D- are ;oefull0

1evoi1 of e@4osure to goo1 sales training an1 sales fun1amentals( Gol1$P Member Mitch

"arson has recentl0 been hiring5 an1 has been flabbergaste1 that nobo10 even has anans;er to F%ame 0our three favorite books about selling(F The0 1on?t kno; about &ig or

Tomm0 or San1ler or ?The "losers(? Kee4 it in min1( An1 if 0ou have sales4eo4le ;ho aren?t

rea1ing5 listening to ta4es5 ;orking on both their skills or their attitu1es5 fi@ that5 or re4lace

them( Sales4eo4le nee1 to be taught that5 in absence of them having an1 using a S)STEM

for selling5 the0 are at the merc0 of their 4ros4ects? s0stem for bu0ing or not6bu0ing(

$t costs a lot of mone0 an1 0ou invest a lot of energ0 in getting a 4ros4ect to call or come in

to 0our 4lace of business( When somebo10 fumbles that5 the0 are stealing mone0 from 0ou

>ust as certainl0 as taking cash from the register( Think about the 1ifference in the severit0

of 0our reaction to the one kin1 of theft versus the other(

here?s m0 observation: to4 achievers 1en0 no emotions( Above all else5 to4 achievers are as

honest ;ith themselves as the0 can 4ossibl0 be( An1 uite a1e4t at converting ever0thinginsi1e into energ0( 7ut ;hat is most im4ortant is 0our o;n self6assessment( What reall0

motivates 0ou Where 1oes 0our energ0 come from $f there is FnegativeF energ05 ho; can

0ou re6engineer it to be more useful Entre4reneurshi4 reuires enormous energ0 an1

emotional strength(

the %est sles lette( is #o %ette( th# the wo(st if it esc+es (e$i#! 3 so these +hotos (e e"t(e*el'

i*+o(t#t. This st(te!'/ e#closi#! loose, ct&l +hotos is )e(' +owe(f&l o#e. It o%)io&sl' $$scost. Most of the ti*e, its *o#e' well s+e#t. O# to+ of tht, it hel+s !et the *ili#! OPENED,%ec&se it @&stifies e#)elo+e tese( co+'/ PHOTOS ENCLOSED. DO NOT BEND.

He(e is 9%i! i$e9 %o&t i#)esti#! i# $i(ect3*il. Most *(ete(s wo((' w' too *&ch %o&t

co#t(olli#! the *ili#! cost, #$ *e ll i#$s of co*+(o*ises to ee+ the cost +e( +iece *ile$%elow ce(ti# *ot. A s*(te( ++(och to cost co#t(ol c# %e fo$ with the list (the( th#

the *ili#! itself. I# othe( wo($s, *#!e 'o&( lists %ette(, so 'o& c# *il fewe( +ieces to %ette(+(os+ects th&s ffo($i#! hi!he( +e(3+iece i#)est*e#t.

DILBERT THIN=ING3LAND. The(e the slo!#, the *#t( is/ FWe can?t 1o that becauseL(F

So he(e (e *' two %i! ti+s/ If #'%o$' (o$ 'o& 3 ssocite, e*+lo'ee, )e#$o(, etc. 3 s's 9wec#t $o tht %ec&se9 *o(e th# o#ce i# %l&e *oo#, !et (i$ of tht +e(so#. M' seco#$ %i! ti+ isto )oi$ wsti#! ti*e #$ e#e(!' t('i#! to hel+ #' co*+#ies, %&si#esses o( o(!#i-tio#s+o+&lte$ %', ( %', o( tole(#t of 9we c#t %ec&se9 t'+es 3 less 'o& !et to# of *o#e' +i$to 'o& wholl' (elte$ to cco*+lish*e#t #$ h)e cst i(o# sto*ch.

MA;BE 9THE F


34/50

i# the 42s, it ws co**o# to !i)e w' cssette +l'e(s with self3i*+(o)e*e#t #$ %&si#ess

&$io cssettes. The(ell lw's %e so*e +(o$&ct tht c# %est %e +&she$ %' !i)i#! w' the9thi#!9 'o& #ee$ to &se the +(o$&ct.

ofte# 9s*ll9 ie #iche *!-i#es h)e (i$ic&lo&sl' che+ $)e(tisi#! (tes. Ri!ht #ow, we h)e

th(ee $iffe(e#t Me*%e(s, o#e of who* is i# Gol$ZJIP, ech *i#! o)e( 2,222.22 *o#th o#f&ll +!e $s i# +(tic&l( *!-i#e tht cost less th# 7,22.22. The *!-i#e cte(s to s*ll

c(ow$ with #((ow i#te(est. It tt(cts #o %i!, $

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