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Posts Tagged ‘Marketing 101’

15 Hot New Startup Businesses For Under $100

Can you really find a new business for under $100?   The short answer is Yes! The longer answer is YES, BUT….

Finding a new business can easily be done for less than $100. But there is much more involved to guarantee your success and that’s what this weeks post is all about, but first to whet your appetite, here are 15 New Hot Startups for under $100. This information comes from an article published in a current issue of Small Business Opportunity Start Your Own Business.

You don’t have to come up with a fortune to start a small business. In fact there are dozens of great new and hot businesses you can start for less than $100. Use your imagination as you scan your community to see what’s needed. If the business you are contemplating already exists, figure out a way to beat your competition by doing it faster-cheaper-or better. Here are some moneymaking potentials for you to consider.

  1. Pet Biz: Pets are hot and services for pets are booming. It’s a  $50 billion a year industry.
  2. Blog for Cash: Everyone wants a blog but can’t provide content. You do it and earn big.
  3. Cleaning Biz: Busy people have no  time and you are selling convenience.
  4. Delivery Service: Connect with small biz in your area that don’t deliver and provide the service.
  5. Custom Cakes: Sweets are always big in any economy, Custom cakes are hot.
  6. Windows: Businesses that offer window cleaning are booming. Residential and Commercial.
  7. eBay: Sell online — your trash is someone’s treasure.
  8. Website: Build a website and sell stuff as you make money from home.
  9. Services For Seniors: You can run errands, teach computer skills, etc. for this market.
  10. Inventory Biz: You photograph/video and list contents of  home for insurance purposes.
  11. Jewelry Empire:  Turn your crafts into cash at sites like etsy.com
  12. Small Biz Owner Fill-In: Start a business filling in for entrepreneurs who need  to be out of the office/shop, etc. but who have no employees to hold down the fort.
  13. Bottle Your Recipe: Take your sauce and sell it at fairs, online and trade shows.
  14. Day Care: Learn regulations and care for kids in your home or their’s.
  15. Apartment Prep Service: You handle cleanup, etc when tenants move out. Connect with realtors, etc.

Mail Order continues to boom! By the end of this year sales for mail order businesses will exceed more than two trillion dollars. It is a wonderful business to  pursue as it easily adapts to a part-time, full- time or weekends- only schedule. You can sell from home and thanks to the Internet, you can effortlessly set up shop and sell your goods to a global audience if you like–and best of all it doesn’t matter where you live…big city or small town, on a farm or up in the mountains–in Chicago or Cleveland or Bombay, India or even from the Bahamas.

The mail order business is one of the least expensive types of business individuals can start. In mail order, a person can start small and then gradually build the business from the profits. Mail order entrepreneurs purchase products wholesale or better yet create their own products, such as a “How-To” book.

Speaking about How To books is a perfect segue to my book HOW TO BECOME A MAIL ORDER MILLIONAIRE. Now in its fourth printing, it is a complete guide to  starting your own home based mail order business.  Easy to read and easier  to follow step by step directions to a business of your own. You’ll learn:

  1. HOW TO GET STARTED
  2. HOW  TO FIND GREAT PRODUCTS
  3. HOW TO MAKE YOUR BUSINESS PROFITABLE FROM THE START
  4. HOW TO PRICE YOUR PRODUCT OR SERVICE FOR BIGGEST PROFITS
  5. SECRETS OF CREATING WINNING MAIL ORDER ADS
  6. HOW  TO USE THE INTERNET TO SUPERCHARGE YOUR  BUSINESS
  7. 14 SURE FIRE CHECK-OFF LISTS THAT GUARANTEE HUGE PROFITS FROM EVERY AD YOU RUN.

Convenience has always been the key to mail order success. Some shoppers love to make purchases from their armchairs. They save time,money, gas, etc. The Internet has been a tremendous boost to mail order businesses. Online shopping is a significant reason mail order selling is growing and the chapter in my book on how to use the Internet contains up-to-date information on this most important tool.

Fred Broitman, a long time mail order expert, has written the definitive guide to success in direct response/mail order. Founder and CEO of SUNMAN DIRECT, Chicago’s oldest and largest independently owned Mail Order/Direct Response Advertising Agency. He is personally responsible for selling hundreds of millions of dollars in products and services and literally helping to create many MAIL ORDER MILLIONAIRES.

The book is available  for purchase from AMAZON at its published price of $39.95 plus s&h but to readers of his blog, you can save $10 and purchase it direct from the publisher for only $29.95 plus $3.50 s&h. (Total $33.40). Please send check or money order to: SUPERIOR PRESS 333 N. Michigan Avenue, Suite 1032, Chicago, IL 60601. The book is sold on a money back guarantee of satisfaction.

Attention! Your Attention, Please! Attention is Key to Success!

Once again I’ve come to one of my favorite newsletters for inspiration. THE INK WELL which offers great service and prices on printing for your personal needs as well as business no matter where you live. Check them out!

It’s amazing what you are able to accomplish when you put your mind to it and focus on the task at hand.

If you’ve found yourself drifting while trying to complete a task, here are a few tips for regaining your train of thought and getting back on the fast track to success:

  • Focus on a single tasking
  • Write down any disruptive thoughts
  • Fuel your brain by feeding an empty  stomach
  • Try aromathrapy for treating mental fatigue
  • Prevent distractions
  • Use relaxation techniques
  • Drink plenty of water
  • Reward yourself

Focus on a single tasking. When you’re working on a high-priority project, devote your attention to one and only one project at a time.

Write down any disruptive thoughts such as appointments you need to make, groceries you’re worried you may forget to purchase, or items you don’t want to forget to pack.

Fuel your brain by feeding an empty stomach. A growling stomach is not only disturbing, but it can also shorten your attention span. Great foods to fuel your brain include high-fiber, whole grains, dairy, and fruits.

Try aromathrapy for treating mental fatigue. The aroma of peppermint oil can increase mental alertness.

Prevent distractions. Turn off your email and cell-phone alerts, so you won’t feel compelled to check every random messge that dings. Also, log out of social-media sites.

Use relaxation techniques such as dep breathing, stretching your neck,a nd taking brief breaks to stay fresh and on target.

Drink plenty of water. Hydration will not only help you feel healthier and more engerized overall, but it will also help you avoid headaches.

Reward yourself with a small treat after completing a difficult project or task. Think of something you like that will make you feel good about your accomplishment. Coffee, lunch with coworkers, renting a movie, taking a bubble bath, or buying a new book are a few possibilities.

We all need help staying focused from time to time. With a little forethought, even the toughest tasks can be tackled successfully.

For related tips, check out www.foodforthebrain.org  or Marbles the Brain Store and their eclectic collection of games that enhance your brains.

There’s nobody who gives better quotes than Ben Franklin:

–“Success comes in cans, not in cant’s.”

–“A hard thing about business is minding your own.”

–“Never mess up an apology with an excuse.”

–“Big shots are little shots that just keep shooting.”

Don’t forget about my special offer on my book HOW TO BECOME A MAIL ORDER MILLIONAIRE. You can buy it from Amazon for $39.95 plus s&h or direct from the publisher for only $29.95 plus $3.50 s&h. Total $33.45. Send a check or money order to SUPERIOR PRESS 333 N. Michigan Avenue, Suite 1032, Chicago, IL 60601. Do it while it’s fresh on your mind.

Using Platitudes In Your Marketing Messages Can Kill You!

Well, not literally “you” but if you are in business for yourself or into blogging for fun or have to write sales letters for someone else’s business, using platitudes can kill your marketing.

Saying you’re different and then acting the same, smelling the same, tasting the same, looking the same and offering virtually the same product  and service, makes you a LIAR!

These words of wisdom come from Rich Harshaw and his very useful on line site Monopolize Your Marketplace.

When you use platitudes in your marketing, your prospects have no way to tell if you are any better or any worse than anyone else.

What’s a platitude? A platitude is “any words or phrases that are drearily commonplace and predictable and that lack power to evoke interest through overuse or repetition that are nevertheless stated as though they are original or significant.”

Words like–

  • High Quality
  • Great Service
  • Amazing Products
  • Been in Service for Over 20 YEARS

Words and phrases that fall smack dab into the platitude bucket do absolutely nothing to help you explain your value to the prospect, and worse, they actually hurt your credability with the prospect.

Why? Simple.

Regardless of how cool your product actually is or how revolutionary your service has become, when you advertise it using platitudes you sound like every other average product or service offering out there. You literally become a  duck in a sea of ducks in the pond quacking at the same  time and are indistinguishable to your prospect.

When building your marketing, you need to prepare your case as thoroughly as an attorney would prepare a case for court.

In court, the attorney’s case can mean the difference between freedom or incarceration. Between life and death. In your business, your case for your product or service means the difference between success and failure. Think about your marketing and advertising strategy this way: Your product or service is on trial. The consumer is the jury. You are the attorney…and you must educate the jury on all the relevant issues and prove to them that you offer the best value available…and it’s a life-or-death sentence. Your job is to define the relevant issues, come up with all the proof, all the arguments, all the evidence and present it in a way that the jury believes you. Remember, your prospects are the jury!

PLATITUDES WON’T CUT IT!

Ultimately, if you present your case for your product or service in a compelling and convincing way, you’ll build confidence with your prospects and bridge the confidence gap. They’ll feel like they’re in control of the decision. You’ll have business coming to you because you will have effectively separated yourself from your competition. Just like the jury draws the conclusion of guilt or innocence, so will your prospects. They’ll feel like they’d have to be a fool to do business with anyone else but you, regardless of price.

If the idea of starting your own business  that you can operate from home from anywhere in the world then give some thought to MAIL ORDER. With the power of Internet to sell your product or service on line, it doesn’t matter if you live in Wyoming or Pennsylvania, in Canada or Italy or if you prefer to run your business from the Bahamas, then mail order is for you.

Take advantage of my special offer to readers of my blog to order my book HOW TO BECOME A MAIL ORDER MILLIONAIRE today. It’s sold on a money back guaaantte of satisfaction, available from Amazon at the published price of $39.95 plus s&h or direct from the publisher for only $29.95 plus $3.50 s&h (Total $33.45) Send a check or money order for $29.95 plus $3.50 (Total $33.45) to: SUPERIOR PRESS 333 N. Michigan Avenue, Suite 1032, Chicago, IL 60601

5 Reasons Why Businesses Fail!

Terry Thomas is a direct marketing specialist. he has owned his own business since 1987 and publishes the innovative and provacative newsletter, Mail Order Marketing News. Terry’s article on why mail order businesses fail ran originally in HOME BUSINESS MAGAZINE

My book HOW TO BECOME A MAIL ORDER MILLIONAIRE addresses these same problems but Terry summarizes the 5 most common reasons and they are:

  1. Poor or Non-Existent Business Plan
  2. If you do not know where you want to go, how can you ever expect to get there? Many times I’ve seen people with good ideas never get them to market due to lack of  a clear, easy-to-follow business plan. You must clearly define your goals and objectives and develop a plan on how you are going to reach them. This includes projections for sales, income expenses and overhead. Without a detailed  business plan you’ll end up wasting a lot of time and effort and will never realize the true potential of your endeavor.

  3. Poor Cash Flow
  4. The most important aspect of any business is maintaining a positive cash flow. Without a positive cash flow, your business cannot survive, at least not for very long. You may have one month where you do a huge amount of sales, then have two or three months with less revenue  than expenses. If you do not maintain the cash flow from the sales in  the first month you will not be able  to survive  the following months. Cash flow cannot be overstated. It is the single most important factor to  sustaining a business. Perform realistic and accurate cash flow projections so that  you have enough cash resources to fulfill your business plan. Don’t guess here, realistically forecast your revenues and expenses so you’ll know how much money you’ll need to operate. Then make sure you have enough coming in.

  5. Thinking That Selling One Product Will Make You Rich
  6. It’s no secret, the key to success in any mail order business is to sell products to repeat  customers. The mistake many people make is thinking that if they can come up with one “killer product” and sell it to enough people, they will become rich. This is short term thinking and is not how you build a successful business. You must look for products that will be wanted and needed by the same customer who bought your first product. This is not as hard as it  sounds.

    For Example:
    Consider Apple computer who will not only sell you an iPad or iPhone device, they have a whole stream of other products and services to sell you such as music, movies, games, apps, iCloud and more. Or just think of hamburgers and how many ways people can prepare a hamburger. Now think of McDonalds, its not the greatest hamburger in the world but the genius was to realize that hungry people want food fast. Find a simple service that people value and they will return to use it over and over again. Apple and McDonalds are Billion Dollar Businesses built on a simple idea executed exceedingly well.

  7. Unrealistic Expectations
  8. To succeed in business, you have to be realistic. If you think that you are going to become rich in one or two months, you are most likely not being very realistic. You must be willing to stick  to a plan and slowly build your business. You must also have realistic profit expectations. For example, if you are selling something that is automotive related, you obviously have a huge potential market. Don’t say to yourself, “If I only get one percent of the market, I will be rich”. Instead strive to sell 10,000 units of the particular item within the first three months. By setting specific goals you are more likely to be realistic in your expectations.

  9. Giving Up Too Soon

If you truly believe in what you are doing, there is never a reason to give up. If you want your own business, do not expect it to make you rich overnight. Start slowly, and part time, if you have to and do not quit a job until it is fairly clear your business will succeed.

There you have it, my top five reasons why mail order businesses fail.

If you want to succeed, you should have a detailed business plan, realistic expectations, enough cash flow to maintain your business, and a group of products or services that can generate repeat sales to a strong, satisfied customer base, and finally keep at it.

DO NOT GIVE UP! You never know what tomorrow will bring, but if you give up, it cannot bring success.

Interested in HOW TO BECOME A MAIL ORDER MILLIONAIRE. The book is available on a complete money back guarantee of satisfaction. You can order it from Amazon for the regular price of $39.95 plus postage and handling or direct from the publisher for only $29.95 plus $3.50 for first class postage. Total $33.45. Order from SUPERIOR PRESS 333 N. Michigan Avenue, Suite 1032, Chicago, IL 60601

How To Become A Mail Order Millionaire

Here’s an intriguing thought.

Is it possible that you could actually start a new business of your own, marketing your product or service through mail order and in a few years become a millionaire?

I know it’s possible because I’ve had the pleasure of working with many successful mail order entrepreneurs who truly have become millionaires solely through the mail order companies they started.

What separates them from others who started their own mail order businesses and failed is perseverance and the ability to follow the tried and true rules that all successful mail order businesses must follow. Everything you need to know is contained in my book HOW TO BECOME A MAIL ORDER MILLIONAIRE. It is a complete guide to starting your own home based business.

Chapter 1 – HOW TO START YOUR OWN MAIL ORDER BUSINESS FROM SCRATCH shows you where to find products. When you uncover a product it continues on to show you how to know if it stands a chance to become a successful winner.

Chapter 1 – Page 9”By asking yourself a few simple questions, you’ll increase your chance for success.”

  1. What is the market for your product or service?
  2. Does your product or service meet that market need?
  3. What kind of competition will you have?
  4. Is your product or service better than any of the others, or is it different?
  5. What will it cost you to purchase or produce?
  6. How much will it cost you to advertise or promote?

Answers to questions like these and many others are found throughout this book.
For example:

  • HOW TO FIND GREAT MAIL ORDER PRODUCTS
  • HOW TO MAKE YOUR MAIL ORDER BUSINESS PROFITABLE FROM THE START
  • WHAT SHOULD YOUR PRODUCT SELL FOR
  • HOW TO ADD THE MAGIC OF MAIL ORDER TO ANY EXISTING BUSINESS
  • SECRETS TO CREATING WINNING MAIL ORDER ADS AND DIRECT MAIL PACKAGES
  • HOW TO KNOW WHEN YOU’VE GOT A WINNER
  • SELL FROM YOUR AD OR FOLLOW-UP
  • THE COMPUTER MAKES MAIL ORDER EASY
  • HOW TO SELECT THE RIGHT MAIL ORDER ADVERTISING AGENCY
  • THE INTERNET – SUPER CHARGING YOUR MAIL ORDER BUSINESS
  • 14 SURE FIRE CHECK-LISTS THAT GUARANTEE “The check is really in the mail”

I’m so sure you can become successful in this business that I’m offering my book on a guarantee of satisfaction. Buy the book, read it and if you decide this is not the business for you, return it for a complete no questions asked refund.

Order Now and Save $10
As a special offer only available to readers of this blog. You can now buy my book HOW TO BECOME A MAIL ORDER MILLIONAIRE directly from me for the special price of $29.95 plus $3.50 for first class postage and handling. Send a check or money order in the amount of $33.45 payable to SUPERIOR PRESS along with your name and address to: Superior Press 333 N. Michigan Ave STE 1032 Chicago IL 60601 and I will promptly ship the book. Or you can purchase the book at the regular retail price from Amazon.

17 Year Old Starts Own Business – It’s Not Rocket Science Or Brain Surgery

Over the years I’ve spoken at many trade shows and conventions about starting your own mail order business and many of the attendees ask me how hard is it to start your own business, especially in this difficult economy and I usually wind up telling them “well, it’s not rocket science or brain surgery”. The easiest and best way to begin is to rely on advice from people already in the business who have been successful. Going this route will save you many dollars and keep you from making the dreaded B-B’s…beginners blunders. See how easy it is to begin by first reading the following article which appeared in the November 27th issue of the New York Times written by Nicole Laporte.

DON’T KNOW HOW? WELL, FIND SOMEONE WHO DOES!

Is advanced technical knowledge necessary to become an inventor? Look at the story of Katherine Bomkamp, and you will see it isn’t. Ms. Bomkamp, 20, came up with the idea behind the Pain Free Socket, a prosthetic device that is intended to ease phantom limb pain in amputees. The device, now awaiting a patent, works by applying heat to the amputee’s joint socket through thermal bio-feedback. The theory is that as the nerve endings are warmed, the brain is forced to focus on the heat rather than send signals to the absent limb.

Now a sophomore at West Virginia University, Ms Bomkamp was in high school when she began working on her invention. At the time, she had zero background in chemical or electrical engineering, which were essential to the creation of the device.

“It was all completely foreign to me. I had no interest in engineering before this,” said Ms Bomkamp, who was a criminal-justice major at the magnet high school in Maryland. In college she’s studying political science, with plans to attend law school.

Her experience shows how ambition, persistence and an ample supply of curiosity can lay the groundwork for achieving breakthroughs, even technological ones. (A bit of youthful pluck helps, too.) It also shows that drawing on other people’s experience and resources is often as good as, if not better than, doing everything yourself.

Politicians know this. Business leaders like Steve Jobs knew this. And yet when we think of a solitary soul hunkered down in a basement lab for weeks or months before emerging to claim an unshared victory. To this, Ms Bomkamp would say: think again.

The seeds for the Pain Free Socket were sown when Ms. Bomkamp, whose father is a disabled Air Force veteran, found herself in waiting rooms at the Walter Reed Army Medical Center—the hospital in Virginia that has since closed—seated among wounded soldiers just back from Iraq and Afghanistan. Many of them were amputees.

“They would tell me their stories, and phantom pain kept coming up,” she said. She started researching the condition and learned that “most amputees are prescribed antipsychotics and barbiturates which are expensive and have high addiction rates.”

“So I wanted to see if I could eliminate the need for those holistically,” she said.

An opportunity to pursue her idea came when a teacher announced a school science fair. Wanting to “do something meaningful that impacted the community,” she said, she decided to work on a device to treat phantom pain.

“My thought process was: when I pull a muscle, I apply heat to it. If I applied the same concept to treating phantom pain, I thought that could work.” The only problem was execution. Ms Bomkamp was the furthest thing to from a math or science geek; there was no way she could do this alone. So she began e-mailing engineering professors at universities in the area and asking them for assistance. “They were all very receptive,” she said. “they all invited me to come work in their labs. I chose the University of Maryland because it was closest to my house”.

And every Friday, she would take the day off school—with permission—and her mother would drive her to College Park. There, she worked with Professor Gilmer L. Blankenship in the department of electrical and computer engineering, and his lab manager, Jay Renner. “They taught me electrical engineering from the bottom up—electrical programming, heat-wiring,” she said. “Basically, everything, they had to teach me”.

They helped her build a prosthetic socket as the first prototype; heated socks used by hunters served as the gadgets heat source. But engineering was only half the battle. Ms Bomkamp wanted to expand her invention and build a prosthetic limb. Who would build it – and not charge her $15,000, the typical cost of an artificial leg?

Again she resorted to grass roots outreach, printing the names of prosthetic companies she found on the Web site of the Amputee Coalition of America, and making calls. “A lot of people hung up on me, saying, “This won’t work, you’re just a kid, don’t waste my time” Ms Bomkamp said. Finally she reached Jake Godak, who at the time was working at Cascade, an orthotic and prosthetic supply company in Chico, California, and remains a consultant in prosthetics. “He said this could really work, and so he built sockets and a leg for me,” she said. “I still work with him”.

In the second generation prototype, the heated socks were replaced by ribbing cable, and the electronics were such that the amputee could control the temperature of the socket.

The device “appears to be a very promising prototype for one of the possible ways for amputees to deal with phantom pain”, she said. Joe McTernan, a director of coding and programming at the American Orthotic Association. “This certainly is interesting and intriguing research,” he said, adding; “but it is, as far as I can see, currently very much a prototype”.

At West Virginia University, Ms Bomkanp has acquired a new set of mentors in the school’s entrepreneurship program. She has set up her own company and is working on third, and fourth generation prototypes. These will have smaller, more compact electronic boards and will be able to be operated by a mobile phone.

In the meantime, she has applied for a patent, and the device will be tested. She also is in talks with a domestic prosthetic company about licensing the rights to sell the device, which is subject to the approval of the Food and Drug Administration. She hopes to receive a small percentage in royalties from future sales.

Otherwise, she’s just an ordinary college kid—sort of. “I definitely don’t have the typical college student life”, she says, “But at the same time, I do. I still worry about tests and getting scholarship money. But yet I’m a C.E.O., and I’ve got this project and I go on business trips. I walk the line between the two. And yes, she won the high school science fair.

So what has this wonderful story got to do with starting your own business? Hopefully it will inspire you to take a chance on something new, something you know nothing about. My book HOW TO BECOME A MAIL ORDER MILLIONAIRE is like having a mentor right next to you answering every question you will ever have on becoming successful in mail order… and even if you don’t become one of the mail order millionaires like some of my clients have, you’ll have the opportunity to make an excellent income in a business of your own.

The book is sold on a money back guarantee of satisfaction, so you have nothing to lose.

Big Fish or Little Fish – It’s Still About Getting Your Customer to Act

The topic for this weeks blog is all about ADVERTISING and since my book HOW TO BECOME A MAIL ORDER MILLIONAIRE is a guide on how to become wealthy by starting your own business it is extremely important to learn how to market your new business effectively and the best way to do that is to ADVERTISE.

Allow me to introduce you to John Boggs. He is first and foremost a sales guy. This is the rock upon which his distinguished career was built and why his advice contained within his new book ADvice By John Boggs: Common Sense Stories of Local Advertising and Sales is well worth heeding. No advertising glitz here, just battle tested and market-proven sales and advertising wisdom for those wanting to improve their sales batting average. John’s zest for life and passion for sales/advertising will put a tear in your eye and a spring in your step.

He starts his book with a quote from Stephen Grellet

“I expect to pass through this world but once. Any good therefore that I can do or any kindness that I can show to my fellow creature, let me do it now. Let me not defer or neglect it, for I shall not pass this way again.”

The following are excerpts from his first chapter

“As I was growing up, I had grandiose plans for my life and career. I wanted to be a scientist, an astronaut and a doctor. I envisioned myself as being world famous. My grandfather was a wise man and enjoyed asking me what I was going to be when I grew up. More often than not, I would begin with the phrase ‘the top, the number one, or world famous.’

Each time I shared my dream of which I would become, my perceptive grandfather would say ‘It is better to be a big fish in a small pond rather than a small fish in a big pond’. He would explain to me that if I was important in a small domain, I would have more opportunity for achievement as well as create the possibility to move to bigger domains. Still, he didn’t stifle my dreams.

As I grew and experienced the world, his words became more of a guide for me than I would have ever expected. I found myself attracted more to smaller companies where I assumed leadership roles and quickly made a difference. I was attracted to becoming a big fish in a small pond. As my achievements grew, bigger ponds (companies and opportunities) presented themselves. And so the cycle repeated.

What does this have to do with advertising? Everything! All advertisers, especially those smaller than Coca Cola and General Motors, should heed my grandfathers. It is much better to be a big fish in a small pond rather than a small fish in a big pond.

How do you do this? Focus your advertising to a limited number of media options. Dominate the media options you choose and only expand to additional options after you become (and can maintain) being a big fish in that pond. How do you dominate? You grow and increase your ad size and even the number of ads per issue. Once you are the largest advertiser in your category, you dominate that medium.

Even the smallest circulation magazine has more readers than the average advertiser can accommodate. How many businesses could handle an influx of 30,000 or even just 10,000 new orders? Not many. It would truly be a case of too much of a good thing. Yet most advertisers focus on reaching as many people as possible with their sales message Very few advertisers write excellent sales copy, so only a few of the millions reached actually respond. How distressing would it be if every reader in every magazine or every viewer of every television program decided they wanted to take advantage of your offer? No business could hire staff fast enough to fulfill orders promptly and still maintain good customer service.

Fortunately for all of us, advertising does not work that way. Consumers (including you) go through a very rigid decision process before making a purchase. AIDA, no I’m not going to slip in a reference to an opera at this point. AIDA is an acronym for this process. Awareness/ Interest/ Desire/ and Action are the steps each consumer needs to go through before buying any product.

Many of today’s advertising salespeople are not schooled in how advertising works. Most do not know what it takes to be successful. Those who do often do have the courage to tell an advertiser the price of success. That price involves steering the potential customer through AIDA: making them Aware of your product, cultivating their Interest, creating an intense Desire to own the product, and giving them a strong incentive to Act. As you can imagine, a ¼ page ad run twice will not in most cases take the consumer as far as you need them to go.

A competent advertising salesperson can tell you the truth about how much you should spend and what your expectations should be.

Unfortunately, far too many will tell you what you want to hear, that you can get something for nothing.

There is so much more to effective advertising than the number of people you reach. Advertising is more of an art than a science. But if you apply basic scientific principles toward your advertising plan, as well as use common sense, much of the mystery dissolves.

John Boggs concludes the first chapter of his most useful book by quoting his grand father’s wisdom, once again. “It is better to be a big fish in a small pond rather than to be a small fish in a big pond”.

In my book HOW TO BECOME A MAIL ORDER MILLIONAIRE I show you how the AIDA principle can help you succeed in the mail order business and by the way it also contradicts a lot of what John says about advertising but only because John Boggs was talking about advertising to reach consumers to make a purchase at retail. There are different rules for direct response (mail order) advertising that make it very easy to grow a business quickly and with much less up front advertising expenditures, where every dollar you spend on advertising will allow you to make at least two dollars back, and even more.

Learn How and Save $10
Only available to readers of this blog. You can buy direct and save with the special price of $29.95 plus $3.50 for first class postage and handling. Send a check or money order in the amount of $33.45 payable to SUPERIOR PRESS along with your name and address to: Superior Press 333 N. Michigan Ave STE 1032 Chicago IL 60601 and I will promptly ship the book. Or you can purchase the book at the regular retail price from Amazon.

Shocking Mating (s-e-x) Secrets Reveal Survival of the Fittest

Terry Tom Brown, a science student at Columbia University has written a delightful essay in the October 16, 2011 issue of the New York Times. Some excerpts follow.

“Throughout the school year I am employed at a popular nature museum where I care for animals, primarily insects. To me it’s the best job ever. For a science student, it’s much better than folding clothes at a department store. I have also learned a lot, odd facts I tend to spout out during dinner conversations, like: ‘Butterflies can see with their genitals. They have photoreceptive cells on their sex organs’.

“I actually have said those words on dates. That’s how a nerd copes with first-date anxiety.

“I also collect information on animal courtship and my knowledge is extensive enough to make David Attenborough blush.”

“Did you know that a female hump-back whale lifts her genitals above the water while males fight for her affections? Male fruit flies give females a gently pat on the behind to let them know they are interested (not much different from some guys I know). Panamanian golden tree frogs wave their tiny hands to communicate their desires. And albatrosses, which stay together their entire lives, keep it interesting by entertaining each other with goofy ritual dancing”.

“I think life would be good as a monogamous albatross, partly because I find human courtship senseless. In almost all species of animals I have studied, a remarkable gesture of interest is what wins a mate. In humans, it’s the opposite”.

“Constructing a brightly colored nest works wonders for the bower-bird. Clownfish will actually change their sex in the right setting. Bonobo chimpanzees display their physical interest in one another directly and ceaselessly, performing sex acts as greetings”.

“Perhaps humans have simply entered a new stage of evolution in which we have abandoned chocolates, door holding, flowers or any overt gesture of interest for a new and unnatural order of things”.

“Dating sites are like virtual zoos, but for humans. You can learn about the various creatures by reading their panels and observe them without any real danger, but you should think carefully before squeezing through the bars to meet what is lurking on the other side”.

“Working at the museum greenhouse recently, I saw a pair of bird wing butterflies engaged in a courtship dance. The male, with his shimmering green wings, flies up and under the female repeatedly until she submits. This male looked exhausted; he had spent so much time seeking here attention that his wings had become tattered and faded”.

“That evening a large group of children were in the museum for a special event. A few were excited seeing a large butterfly carrying a smaller one in flight. At first I thought it was the same mating behavior of the previous pair but then I realized it was something tragically different”.

“The female was spiraling in the air with the corpse of the male butterfly attached. He had died during intercourse. He must have been so exhausted from impressing her that when she finally gave in, he gave out. Spending most of the day resisting him, the female did not have the strength to remove him, so she died also.”

Insects and other animals survive in many cases because they put out more effort than their competitors. This is true of most self-made millionaires. If you truly want to become a mail order millionaire why not start with a FREE TRIAL of my book. This small effort on your part could not only make you a survivor but quite possibly the next mail order millionaire. Here’s my special offer for you.

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Thank you Steve Jobs

Apple - Steve Jobs - Hong Kong design student Jonathan Mak, possible a homage to a Raid71 design.

Thanks, Steve
We’ve all been lucky to live in a world where there was a person with such an imagination

The above and what follows is from an editorial written by Stanley Bing who contributes his wisdom and writing skills to every issue of FORTUNE. It alone is worth the price of a subscription.

“I WANTED TO TAKE THIS OPPORTUNITY before time and our common mortality rob me of the chance to do so, to thank you, Steve Jobs, for all that you have done for me. No, I never had the privilege of meeting you, or had a chance to get yelled at by you in a business meeting, or even watch your charisma transform an audience into acolytes. But I feel as if I know you well enough to express, as you ascend to your new role as chairman, the sadness I feel and my gratitude for so many of the good things that you have brought to my life. It‘s not business, it’s personal.

I want to thank you for my graphical interface. There were computers, of course, before you made that first Mac. They could run only one program at a time. They had no graphics. You knew that was lame. You imagined the alternative—multiple programs, launched by clicks, running concurrently in a windowed field. Last night I I watched a movie, printed photos, harvested e-mail, and bought a bunch of business socks, all at the same time. So thanks for my GUI.

I want to thank you for my mouse. Can you imagine a world without mousses? I can’t. Before you bred them for commercial use, a person needed a host of keyboard commands to get anything done, and a lot programming code to produce words and numbers on paper. I read somewhere that you got the vision after you visited Xerox’s PARC. They showed you what they were up to, but they sort of didn’t know what they had. You ran with it. Because that’s the way you did everything. All in. Feet first.

I want to thank you for all Macs, great and small. I went to your Apple store the other day and saw a tidy row of new machines, from the slender new Airs to the massive towers of power. I wanted every one. They’re pretty and shiny, unlike my big old black rubberized clunker the corporation gave me, and the last time I got a virus was just before I put my Windows PC into the closet. That was when I sent the phrase “I love you” to 22,000 fellow employees and the CEO “I love you, too, but let’s not let anybody know,” he-mailed back.

I want to thank you for my Airport Extreme, the small white box through which I get my Internet. Before it, I used to have to plug it in and configure this horrible router. It never worked. I often ended up screaming and crying and throwing hardware at the wall. This thing? You just plug it in and use it. Sometimes as I fall asleep I watch the little fellow, with its round eye glowing green in the darkness, a beacon of easy functionality.

Thanks for my iPod, which pretty much defined how I listen to music now. And for iTunes, which you made too easy not to understand. And for my iPad, too which despite all is really nothing more than an Angry Birds machine. No, you can’t work on it. So what? Work isn’t everything.

And thanks for my new iPhone, which channels a million apps and does everything well except the phone part. A pompous Silicon Valley dude I know used to say, with a weary grin, “every year is the year for mobile.” Until you decided it was, Steve. And so I never have to generate a single unaided thought for the rest of my life. What a relief!

And oh,yeah. Thanks for TOY STORY too. And UP. Really loved UP.

Its been your world, Steve. And we’ve been lucky enough to run along behind you, picking up goodies as you dropped them in our path. It’s a little scary to think that one day you’ll go off to your famous mountaintop and not return with the next big thing. But at least we can all say we lived in a time when there was a person with such an imagination and offer thanks in whatever digital or analog format we choose, wherever on earth we may be. We can do that now.”

A quote from this addresses says it all.

“Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose You are already naked. There is no reason not to follow your heart”

The only addition I care to add to this tribute to this great man is that Steve Jobs real legacy is APPLE itself. Without fanfare he quietly made sure his beloved company was built to last.

If At First You Don’t Succeed… The Wright Way To Go

Like flight pioneers Orville and Wilbur Wright, you’ll never get off the ground if you don’t try.

This weeks blog is inspired from an article in the October issue of THE RED BULLETIN written by Jeff Wise, a journalist and the author of “Extreme Fear: The Science of Your Mind in Danger

Jeff writes, “On the 100th anniversary of the Wright brothers’ first flight, 35,000 people gathered at Kitty Hawk, North Carolina, to watch a replica of the famous first plane take to the air. Nothing had been left to chance: the $1.2 million reproduction was exact in every detail, right down to the thread count in the muslin that covered the wing struts.

However, the weather was failing to cooperate. When the hallowed moment came, it was raining—and worse, almost completely windless. At last the drizzle subsided. With the help of some of Orville and Wilbur Wright’s descendents, the craft was maneuvered onto its launching rail. The pilot throttled the engine up to its maximum 12 horsepower, and the replica Flyer set off down the 200-foot track.

It didn’t get very far. Rearing up, it climbed about 6 inches off the ground and then finally slumped ignominiously into a puddle. As 35,000 people witnessed first hand that day, the Wright’s “first airplane was such a poor flyer that it barely qualified to be called an airplane at all. It only managed to get off the ground back in December 1903 because there happened to be a strong wind that day.

In retrospect, we now understand that the Wright brothers made many wrong guesses in configuring their design. The propellers were in the back, instead of the front; the elevator (this controls the movement of an aircraft’s tail) was in the front, instead of the back; the wings angled downward, instead of upward. The plane was barely controllable.

Does that mean that the brothers’ first flight – a 12-second hop was a historical irrelevance? Not at all. The Wright’s did accomplish something epochal that day. Until that moment of quasi-flight, no one really knew whether a heavier-than-air flying machine lay within the realm of possibility. After Kitty Hawk, they did. The Wright brothers may not have had all the details worked out, but they had one foot through the doorway.

A similar dynamic holds true for us as individuals. We each live a life bounded by a sense of what we know to be possible for ourselves. Everything else lies beyond, in the realm of Things That We Might Not Be Able To Do. And then, one day, we cross over the line, and our personal domain is forever enlarged.

Is this the day you decide to become an entrepreneur, perhaps start your own mail order business. If you don’t give it a shot, you’ll never have the opportunity to cross over the line. “Before Edmund Hillary climbed Everest, no one knew the human body could endure such punishing conditions. Before Roger Bannister broke the four minute mile in 1954 it was a goal that lay in the far fringes of possibility. When reports of the Wrights’ achievement leaked out, they electrified a group of European engineers and inventors who had been working for years to solve the problem of flight. They had no details about how the Flyer worked-the Wright brothers were legendarily secretive-but knowing what they were tackling was definitely possible, they redoubled their efforts. Then on October 23, 1906, a Brazilian-born inventor named Alberto Santos-Dumont took to the air in a craft he called “14 bis“. The world as these pioneers knew it was forever changed.

Opportunity is all around if you are willing to get up and cross that line. Here’s one that could change your life.

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