A Little-Used Business Secret.

Sometimes, the simplest things are the most profound. Many times, the most obvious things are often ignored. A good percentage of the time the most common sense principles are the ones most disregarded. Perhaps, it’s because we are so intent on making a living that we forget about making a life.

One of the most forgotten principles for personal success is a word ignored by almost everyone–Goodwill. It is a principle so underused, yet so powerful, that it could take us to the heights of success. It remains underused because people overlook the disarming power disguised in subtle terms such as compassion, kindness,
empathy, unselfishness and caring.

In marketing classes in MBA school, we learned many useful things about advertising strategy, marketing to consumers, studying statistics of a sales campaign and getting the order. To this day, I use the tools of the trade to help me in my business. But one thing that hardly anyone touched upon was the concept of “Goodwill.”

Goodwill is not just a number on the accountant’s balance sheet, but is an invisible, little-used tool that all of us have at our disposal. Let me explain. Most of us could help solve someone else’s problems, either with a telephone call, an introduction or referral, a signature or other obvious means. But we refuse to do it. Why? Let me tell you why. Because we feel there’s nothing in it for us! Or we are afraid to get involved.

Let me tell you a true story. It was many years ago. A young woman walked into my assistant’s office. She was looking for a job, but we had none to offer. Just the week before, all job vacancies had been filled. At the request of my assistant, I spoke with the young woman. She only wanted to work for the summer and then would complete her last semester of graduate school and return home to her country. She had been looking for a summer job for almost four weeks. No one wanted to hire her and train her to work for such a short period of time.

I remembered my days as a graduate student and felt her anxiety. Although there was no sound business reason to do so, I told my assistant to create an office job for her. Afterall, she needed help and it felt good to help someone without figuring what was in it for me. I hardly saw her until the last day when she came into my office to say goodbye. She thanked me again for the job and handed me a business card.

“This is my father’s card,” she said, “If you ever visit my country, call my dad, he’d be very happy to meet you. I’ve told him all about how kind you and your employees were to me. In my country, my dad is a government minister.”

And that’s how I ended up having lunch with the mayor of Nairobi, dinner with the Vice President of Kenya and making business alliances that brought my company profits hundreds of times greater than the salary we had paid for summer help. On top of that, I enjoyed going on photo safari to the Serengeti Plains of East Africa, walking along the beaches of Mombassa and sipping Pimms#3 at the Mount Kenya Safari Club.

This is not an isolated case. It’s just one of the more obvious ones. You never can tell who will lead you to that next contact, that profitable contract or the added financing you were looking for. It is important that we treat everyone with dignity and respect. REMEMBER: Business does not do business with other businesses. People do business with people.

The Internet is not about computers, technology or even marketing. That would be like saying cars are about the internal combustion engine and the laws of thermodynamics. The Internet is about people and communications. If we communicate with honesty and feelings, we’d find that most others respond in kind.

So whenever the opportunity arises, do something for someone else who is powerless to do it alone. Don’t worry about what you are going to get out of it. The Universe has a way of repaying in ways far too strange to understand. Earn “goodwill” and you’ll prosper beyond belief.

Narrow Your Focus and Broaden Your Sales

If your web-based business solves a specific problem, then your chances of online success are good. This is not a facetious statement because you’d be surprised to know how many businesses go online with no clear objective whatsoever. But in order to increase those chances, an immensely important step in marketing effectively online is required — targeting

This is where many marketers fail, for they are trying to be “all things to all people.” Their web site may offer a product that solves a specific problem. And unquestionably, the marketplace — and the potential — on the Internet is huge. But it is also for this very reason that general offers either get easily drowned in this boundless electronic ocean or fail to capture the netizen’s attention due to the vagueness of the offering’s nature. 

Since the marketplace is so vast, attention span so short and competition so enormous, there is no better place for market targeting than on the Internet. Today’s rapidly changing, technology-driven marketplace mandates a sharper marketing aim. If your business doesn’t have one, you’re going to either have a really tough time or require a huge marketing budget. 

Therefore, try to discover the demographics as well as the psychographics of your niche — your niche being your core, largest or most profitable market. If you don’t have a narrowly defined market, then identify it or isolate one. And once you’ve defined it, it will then be easier for you to market your offer in front of an audience that will most likely be genuinely interested in it. Otherwise, without one you’ll be merely shooting blanks. 

Demographics are the basic qualities and characteristics of your market. They include age, gender, culture, employment, industry, income level, marital status, location and so on. For example, does your product cater uniquely to women? Is it more appealing to a specific industry? Does your product complement another type of product? Is your market mostly made up of French Canadians? In other words, who buys from you specifically? 

If you were to answer that last question with “everyone,” then you are falling in the “all things to all people” trap mentioned earlier. Avoid it as much as you can. But if you do cater to a diverse market, then the trick is to find out who buys from you the most or the most often. Above all, ask yourself this all-important question: Who is my perfect customer? 

On the other hand, psychographics consist of the emotional and  behavioral qualities of your target market. They include emotions, rationales, buying histories, psychology and thought processes behind the decision to buy your product. For example, they include your customers’ interests, associations to which they belong, previous purchases they’ve made, other similar or related products they’ve consumed, activities in which they’re engaged, the length of time they remained with a particular company in the past, and so on. 

Stated differently, demographics define the qualities of those people who may *need* your product, while psychographics are the qualities of those who may not only need but also *want* your product. Before you target your market, profile your customer — your perfect customer. You can start by conducting some marketing research among your current client base, potential clients and clients of other similar products or companies. But never underestimate the gold mine that can be found in your own backyard — your clients

In order to illustrate the difference between demographics and psychographics, let’s look at cosmetic surgeons and particularly hair transplant doctors. Hair restoration caters typically to men who have experienced hair loss and are able to afford such an operation. In other words, men and bald men specifically are potential patients because they may need more hair. 

But psychographics on the other hand go a little further. In this example, they are comprised of men who not only need more hair but also want more hair. This is important since not all of them do — it’s a matter of personal priorities, just as the type of clothing one chooses to wear. If you think about it, would you consider all bald men as potential clients? Hopefully not. 

Therefore, in order to target this specific market as precisely as possible and thus generate higher quality leads, doctors must take their patients’ psychographic profile into account. Elements include their lifestyle, their interests, the type of industry in which they work (since certain industries are more image-related) as well as their previous buying habits (such as men who have already invested in other forms of hair replacement solutions). 

Once done, they can easily find places on the web where this perfect customer hangs out. They fish where the fish swim. For example, there are web sites and even “vortals,” which are niche-based portals, catering to bald men seeking a hair loss solution (like regrowth.com). There are even discussion lists and ezines whose subscribers consist of people suffering from thinning hair. And of course, the list goes on. 

Nevertheless, keep in mind that less is more. Narrow your focus to a specific niche and, paradoxically, you will broaden your sales. Arm yourself with as much information as possible about  your perfect customer, and then target *that* customer more than any other. While you can’t be everything to everyone, you shouldn’t be targeting everyone for everything.

Loyal Readers or Subscribers?

When you think of your subscriber base, do you have loyal e-zine  readers or just a bunch of subscribers? 

You can develop legions of loyal readers by developing an interactive relationship with your readers through the use of some proven reader response mechanisms. 

A “Reader Response Mechanism” is merely a tool that encourages your readers to respond to your messages by sending you requested information. 

1. LETTERS TO THE EDITOR 

Ask your readers for opinions and then feature one or more of  their opinions in your newsletter. Pretty soon you’ll be getting  letters to the editor about letters to the editor. Always ask, “So, what do you think?” 

2. ASK THE EXPERT 

This type of column provides you with the opportunity to find out exactly what your readers want to know. Answer your readers’ questions and then carefully consider how to best use this information when developing material for future issues. By providing the answers to these questions, you also present yourself as an expert and boost your credibility with your readers

3. SURVEY YOUR READERS 

This can be done easy enough by sponsoring a “Question of the Week,” or placing polls or surveys on your website. I often hear publishers lament their poor response from surveys. Perhaps this is because they are asking for too much too soon. For best results, follow these four simple rules: 

1. Keep it short: Even your loyal readers are busy. Don’t make them jump through a lot of hoops. Completing the survey should take less than 30 seconds or you’ve lost them.  

2. Make it easy to use: If it’s an email survey, give them a  separate email address to use. If it’s a link to an online poll or survey, limit it to three multiple-choice answers — click three times and submit. 

3. Create an entertaining survey or poll. Think “Cosmo Quiz!” 

4. Keep it anonymous: Always provide the option for your  readers to submit their answers anonymously if they choose. 

Post the results in every newsletter. If you have a question of the week and post your results, sooner or later even the diehards will be curious enough to participate. 

4. HOLD CONTESTS 

Offer a valuable prize in exchange for demographic information. Put an entry form on your site and try to gather some basic demographic information such as: age, gender, and zip code. Always include an area for free-form comments. Of course, you need to collect their email address so that you can notify the winner. Be sure to disclose what you will do with the information provided. Popular contest prizes are books, videos,  CDs and software. Choose one that will be of interest to your readers. 

5. MEET AND GREET 

Get out and meet your readers face to face. If you are attending trade shows, events, demonstrations or workshops, use these  events to meet with and talk to your readers. Participating as a guest on radio programs is another excellent way to actually  get to know your subscribers. 

When you ask for feedback from your readers, you learn about their passions and interests. Armed with this very specific information ABOUT your readers, FROM your readers, you can present them with high quality relevant content. The more they like your e-zine, the more likely they are to go from passive readers to active participants in your newsletter community.

How to Hypnotize People into Reading Your Sales Materials!

On a sunny, warm day in August, 1996 I kneeled over the grave of P.T. Barnum and had one of the most remarkable experiences of my life. 

I had begun researching the famous showman in order to write my forthcoming new book, There’s a Customer Born Every Minute (to be released in October, 1997). I had visited the Barnum Museum, the Historical Library in Bridgeport, Connecticut, and met with Barnum scholars, biographers, and collectors of his writings. I wanted to visit  Barnum’s grave and pay my respects. Little did I know that the incredible, magical experience would change my life forever… 

Recently I went online to hunt for old books by some of my favorite authors, this time I went after anything by Robert Collier, mail order advertising genius and author of such classic books as The Secret of the Ages and The Robert Collier Letter Book. 

I typed in his name at one of my favorite book search engines (which I’m going to keep a secret as long as I can), and to my amazement several new (to me) titles came up. I stared wide-eyed, my mouth open, as I saw that someone had two copies of a magazine Collier edited in the late 1920’s called “Mind, Inc.” I couldn’t believe it. I immediately grabbed the phone, called, and bought those magazines. A few days later they arrived. 

I opened the brown package, my heart racing with excitement, and nearly drooled as I slid the little paperback sized magazines onto my desk. They were well worn but intact. I thumbed through them and marveled at my find. Here were new articles by one of my heroes, my mentor, a man who changed my life not once but twice with his books. I felt like a happy child on Christmas morning, getting the gifts he longed for and needed most. 

As I looked over Collier’s magazines, something shifted in me. I saw an advertising technique at work that seemed hypnotic in power. I had one of those “ah-ha!” experiences great inventors write about. I held one of the issues in my hand and read the back cover. Collier had an ad there that began —  

“How can I tell if I am working aright?” many people ask. 

There is an easy, simple rule. With it in front of him, not even a child could go wrong. Just ask yourself one question. If your answer is “Yes.” You are on the wrong track, and you will never make much progress, until you get off it and on the right track. 

If your answer is “No,” then you are working in the right direction, and you have only to keep it up to attain any goal you desire. 

That question is the basis of the Lesson in the next issue of “Mind, Inc.” If you are looking for a road map to guide you through the mental realm, send for it! 

Did you catch what Collier did? 

Let me give you another example. This one comes from Collier’s editorial in the opening pages of the other issue I found: 

Dear Reader: Twelve years ago, the three examining physicians at the head office of the Life Extension Institute made a thorough  physical examination of the writer. They had him hop and jump and do sundry things to stir his heart into action, then they listened with their stethoscopes and nodded knowingly to each other, finally gathering in a corner to whisper earnestly together, with many a meaning glance in the writer’s direction. 

The upshot of their conference was a solemn warning against all forms of violent exercise. The heart was dangerously affected, in their opinion. Tennis, horseback, swimming — all these were taboo. Even running for a street car was likely to result disastrously. If the writer wanted excitement, he might walk (as long as he did it sedately) or crawl about the floor on all fours! 

That was twelve years ago, remember. A few months back, he had occasion to be examined for life insurance. The examining physician knew of the Life Extension Institute findings, so he asked the Head Examiner of his company to check his report. The Head Examiner came, made the same exhaustive heart tests as the Institute and put away his instruments with a chuckle. “When you get ready to pass out,” he said, “they’ll have to take out that heart and hit it with a rock to make it stop beating. Work, play,  do anything you like in reason. The heart can stand anything you  can!” 

What made the difference? Perhaps the following lesson may give you an indication.” 

Collier did it again! Did you catch his method? 

Collier told you just enough to intrigue you, to get you hooked, to get you interested — and then he stopped! 

In the first example he cleverly trapped you into wanting to know the question he kept referring to. But he never told you the question. He snared you and then asked you to send for the next lesson, where the mystery of the question would be revealed. How could anyone not send for it? I sat at my desk reading Collier’s ad more than seventy years after he wrote it and I wanted to send in the coupon, too. But Collier is long dead. I’ll never know the question! 

In the second example Collier cleverly told you two intriguing stories, asked the question that every reader would then have on their mind — put then didn’t answer it! Again, Collier generated interest, and then told you to read the magazine to find the answer. Talk about hypnotic writing! 

And that’s how you get people to read your sales materials. You pull them into it. You grab their attention, keep them reading, get them wanting what you have and then — stop and tell them to send in a check, or call you, to get what they now so badly desire. 

Did you notice how I began this article? 

I used the Robert Collier technique to hypnotize you into reading more. I began saying I had an experience at Barnum’s grave. What was the experience? What happened? What’s my new book about? All of these are questions in your mind as you read the opening. It’s hypnotic. And if you’ve read this far, you know the method works. 

The next time you want to write something and be sure people actually read it, remember the Robert Collier technique. Start by writing about something that will interest the people you are addressing. Tell them an interesting story. Get them wondering about something that they want to know more about. And then STOP. Change direction. Write about something else that may still be related to the opening, but don’t resolve the opening until the end of the article. And maybe not even there. Maybe you’ll want people to send in a coupon or call you for the answer. For example:

How to Write a Million Dollar Sales Letter!

Bruce Barton, cofounder of the legendary BBDO ad agency, wrote letters that got staggering results. He wrote a letter for Berea College that brought in an amazing 100% response! (You can read the entire letter in The Seven Lost Secrets Of Success.) 

When you consider that the average successful letter gets about a 0.02% response, Barton clearly leaped past anyone else in his letter writing skills. But what was his secret? After studying Barton’s letters, books, private memos, speeches, and advertising  campaigns, I’ve discovered Barton’s method. I’ve used his technique to write my own letters and I’ve been astonished at the results. 

One letter got a 20% response. Another nailed a 10% response. 

Still another is approaching a 97% response (ninety-seven per cent!)! (It, too, is in The Seven Lost Secrets Of Success.

I will now reveal the technique I’ve been using: Bruce Barton’s “Secret Formula.” 

Barton said that good advertising copy (and letters are advertisements) had to be three things: (1) Brief. (2) Simple. (3). Sincere. In an eye-opening essay he wrote back in 1925, Barton said the following: 

About Brevity: 

“About sixty years ago two men spoke at Gettysburg; one man spoke for two hours. I suppose there is not any one who could quote a single word of that oration. The other man spoke about three hundred words, and that address has become a part of the school training of almost every child.” About Simplicity: 

“I think it might be said, no advertisement is great that has anything that can’t be understood by a child of intelligence. Certainly all the great things in life are one-syllable things — child, home, wife, fear, faith, love, God.” About Sincerity:  

“I believe the public has a sixth sense for detecting insincerity, and we run a tremendous risk if we try to make other people believe in something we don’t believe in. Somehow our sin will find us out.” Let’s look at these three steps a little more closely. Ten Ways To Promote Your Site And Increase Traffic.

Brevity. A short letter isn’t necessarily what Barton meant. I’ve read many of his letters and memos. Most of them were so brief they were blunt. But those were not sales letters. When Barton wanted to persuade you to donate money to a good cause or buy something he was selling, his letters were longer, sometimes several pages long. (Again, see that sample letter in The Seven Lost Secrets Of Success.) Barton knew you had to give people a complete explanation before they would buy. 

Simplicity. Barton’s letters were always simple and easy to read. He strove for clarity of communication. No big words, long sentences, or convoluted passages. He was clear and direct and conversational. 

Sincerity. Barton was always sincere. He once dropped a million dollar advertising account because he didn’t support the client. That sincerity came through in everything he wrote. Readers could pick up on it. 

Finally, Barton’s letters were “… phrased in terms of the other man’s interest.” Barton said your letters had to go straight to the reader’s selfish interest. He said the favorite song of every reader is “I Love Me.” As Barton said in 1924, “The reader is interested first of all in himself… Tie your appeal up to his own interests.” 

The next time you have to write a sales letter, consider Barton’s formula. It helped him write letters that are still talked about today, and it helps me write letters that are making my clients rich. Now use it and see what the formula will do for YOU!

How to Put the Attainment of Your Desires on Automatic Pilot!

“My goal is to be rich by the end of the year.”

“My goal is to get more money fast!”

“My goal is to have Donald Trump owing me money.”

Those might be called goals, but chances are high that the person saying them will never achieve them.

Why?

Because they simply aren’t good targets.

Most people set a goal, declare it their target, and then wonder why they don’t hit it.

Why?

Well, no one has ever explained the inner workings of the human mind quite like I do in my book, How to Get Lots of Money for Anything – Fast.

You see, in the past, when you stated a desire and tried to achieve it, you didn’t know that other parts of you may have other desires.

How to Set Your Target.

Why do you have inner parts that may not want the same goal you say you want?

I’ll explain it to you. This is something virtually no one else has ever understood.

Your brain’s activities are divided among four different systems, each involving a major part of your brain. Usually these parts are pulling you in different directions because they each speak a different language: 

  • The right brain is fluent in patterns of arrangement, rhythm, and sound.
  • The left brain’s language is made up of words and logic.
  • The midbrain communicates in emotions.
  • The brainstem’s language consists of physical stimulus and response.

Your “rhythm section”, the part of the brain that “speaks” the language of patterns, rhythm, and sound, is popularly known as the right brain.

The “words and logic brain” is sometimes called the left brain.

The emotionally fluent section is the midbrain. 

And the part that responds to physical stimulus is the brainstem. You have probably experienced them all working together in harmony-and sometimes in conflict, battling and even sabotaging each other.

For example:

Why Dieting Sucks 

This example ought to strike home for you:

Suppose you decide to go on a diet and write a resolution (words and logic).

But when you arrive at the dinner table, you unconsciously grab a hot, fresh roll and bite into it before realizing that it will delay reaching your weight-loss goal (physical stimulus: sitting down to dinner – and response: eating a roll).

Perhaps you get upset at yourself, muttering some obscenity (emotions) and, in response, rededicate yourself to holding to your diet (words and logic again).

You refuse the potatoes and gravy (words and logic) and feel better about  yourself. (emotions).

But pretty soon, something seems to be missing (your patterns are being violated).

Meat without potatoes? You think (words and logic), “Where are the potatoes? Potatoes go with meat” (pattern).

Do you get a feel for what is happening? Do you sense the inner contradictions?

No wonder dieting doesn’t work!

Relax. It can be another way.

Framing

Not only are the four parts of your brain often in conflict, even when what you consciously want wouldn’t create conflict, three parts usually don’t know what that is!

In other words, they won’t give you what they don’t know you want!

Why?
Well, try the following simple exercise:

  1. Close your eyes and imagine a yellow triangle perfectly centered within a red circle.
  2. Keep picturing that for as long as you can. At what moment do other ideas, thoughts, emotions, visual images, sounds, or feelings intrude?
  3. Note what intrudes. If you’re typical and if you’re honest with yourself, you didn’t make it more than 3 seconds.
  4. What intruded is what I call, “your steam of consciousness.” 

If you were trying to give someone else instructions and that included your stream of consciousness, they’d get totally confused.

For example, I’m focusing on writing this. Here’s what it might sound like if I were describing what I want and including my stream of consciousness:

  • I want to describe framing.
  • My ear itches.
  • Scratch it.
  • Do I start with the word example or.?
  • Now the top of my head itches.
  • I have to move my legs, they are crossed and feel uncomfortable.
  • No, that’s too complicated
  • Now my right eyebrow itches.
  • And the top of my head.
  • Oh, an email just came in.
  • Maybe I should take a look.
  • No, I should finish this section. Etc.

That’s the sort of thing that goes on all the time. Check it out  for yourself.

Also, notice that each time my unconscious intruded with a stream  of consciousness experience, I not only recognized that experience but I consciously responded.

My unconscious was listening to all of that. How could it tell what was important and what was of little importance? 

How can it tell when the same thing goes on with you? 

The answer is: NORMALLY IT CAN’T!

It can’t unless you frame what you want it to pay attention to.

Whoops! What’s framing?

Framing is simply the process of breaking things into logical elements. In this case, it means separating what you want from everything else that goes on in your “steam of consciousness.” 

In effect, putting a bulls eye around what you want. The Success And Failure Process  I’m going to show you what you might consider a ridiculously simple exercise in framing and instructing your unconscious. 

I call it the Success and Failure Process. 

In fact, it’s so simple, you might think it’s silly.

But if you try it, you’ll learn something important – as well as increasing your success rate.

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  1. Each day, take a clean piece of paper, divide it into two columns, write “successes” at the top of the left hand column and “failures” at the top of the right hand one. Then date the page.
     
    Under “successes,” briefly note each of your successes that day, one per line. Include both the little and big ones.
  2. Similarly, under “failures,” list each of what you perceive to be the day’s failures. For example, take a look at my morning:

    Successes.

     
    1. I remembered to water my plant.
    2. I remembered to put the coffee on before I ran out to my meeting.
    3. I remembered to send an email to my bank asking them to deliver the papers here.
    4. I downloaded the free version of RealPlayer’s Helix program and installed it.
    5. I converted the updated Target Process audio I created yesterday to RealPlayer format.
    Failures
      
    1. I forgot to close Netscape last night before making a backup so I got an error message.
    2. I forgot to completely shut off the water in the sink and now the dripping is annoying me.
  3. Then read through your success list.
    After reading each “success,” remember the experience it refers to and say to yourself, “That’s a success. I’d like more like of those!”
  4. Next read through your “failure” list. After each “failure,” remember the experience and say to yourself, “That’s a failure. I don’t want any more of those!”

If you do this every day, you will soon see that the daily list of successes increases and the list of failures decreases simply  because you consciously framed the experiences that you consider successes and the ones that you consider failures and told your unconscious to focus on generating the former and reducing the latter.

What you focus on is an instruction to your unconscious. 

If you want more successes, focus on successes. 

Easy, isn’t it?

Of course, what I just showed you is a baby step but it is an effective one.

Tomorrow, you will receive part three of this free email course. It’s called “How to Get Your Inner Forces All Moving Toward the Same Goal.”

How to Get Your Inner Forces All Moving Toward the Same Goal!

One of the more powerful things that we all know how to do is writing.

I’m not talking about “the power of the written word” sort of  thing.

I mean that writing is a powerful technique for creating a basic level of harmony among your often warring brain parts.

Think about it!

When you write things down, you first mentally translate the intuitive signals created by your unconscious into words and then intuitively test to see whether the words you’ve selected match what those signals mean. When they seem right to, you put words on paper.

For example, watch someone else writing when they don’t know you’re looking.

They will often hold their pen or pencil poised in the air while they look up.

What’s going on inside of them is the process of translating intuitive feelings into words.

Then they will suddenly look down at the paper and start writing.

That’s because they got an intuitive signals that the words and phrases they were mentally rehearsing hadn’t triggered an unconscious conflict – and what they were thinking about writing seemed consciously okay.

But they may stop, lift their pen or pencil and look up again before scratching out or erasing part of what they’ve written and continuing with something new.

What’s now going on is that they got intuitive signals of an unconscious conflict, a conflict among their brain parts – a conflict that was triggered by what they had written down – and they’re responding to that signal by searching for words and phrases that no longer trigger that conflict. 

This process continues until what they have written down triggers no further unconscious conflicts.

In other words, until it seems right. 

At that point, they have achieved a basic level of harmony among  their brain parts.

Let’s Look A Little Deeper At What’s Going On When You Write?

As you write, you send visual, auditory, and tactile feedback to the various parts of your unconscious, your four brain parts.

If those unconscious parts don’t agree with what you’re writing,  you’ll get intuitive feelings that things aren’t right and usually scratch out or erase what you’ve written.

This continues to the point where you get only positive intuitive signals about what you’ve written. At that point, the major parts of your brain are in at least preliminary agreement and you’re consciously satisfied with what you have written.

Applying This 

What I’m going to show you is pretty basic but it’s definitely effective.

I’m going to have you frame something you and then create a basic level of harmony among your brain parts with respect to it.

Now, since this is a very basic process, don’t pick something particularly difficult to achieve. For that, you need to use either the Basic Achievement Three-Step – if the what you want is only moderately difficult, or the Super Achievement  Three-Step –
if you want to achieve something seemingly impossible for you.

The Basic and Super Achievement processes are what’s covered in my ebook, How to Get Lots of Money for Anything Fast.
 
Okay, here’s how this basic process works:

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  1. Focus on what you consciously want by writing a description.  This explicitly frames your conscious intent.
  2. While you are thinking about whether you can and will achieve what you want, be alert for any uncomfortable feelings. If and when you experience any, describe them in writing. This explicitly frames any signs of unconscious conflict.
  3. Read over your written description of what you want, to identify the specific words or phrases that trigger these signs of unconscious conflict. 
  4. Underline or circle the words or phrases that cause those  feelings. This explicitly frames what triggers the unconscious conflict.

Rewrite the words or phrases that you have marked. In this very familiar editing process, you are instructing your unconscious to do what it has often done before: to invent alternatives to what you first recorded. 

As you continue to edit, you are instructing your unconscious to keep coming up with more acceptable alternatives, bridging the gap between what you consciously want and your unconscious habit patterns.

When you reach a point where both your conscious and unconscious needs are met, the signs of conflict disappear.

At that point, you have achieved a basic level of unconscious harmony, harmony among your four brain parts.

This is a preliminary target and, if you do the other two steps of the Basic Achievement Three-Step, prioritizing your Target and resolving any unconscious conflicts that your prioritized Target triggers, you’ll get what you have asked for.

Simple, isn’t it?

How to get what you want from anyone by…Negotiating Without Giving Up One-Red Cent Of Your Hard-Earned Money

You may not believe it, but people are interested in negotiating on issues other than just price. It’s true-money is just one aspect of negotiations! 

Too many people are under the impression that all that counts during a negotiation is price. This is false information given by people who haven’t truly played the negotiating game. 

Think of it this way – If the statement held true that “money is the most important element of the buying decision”, we wouldn’t have a market for stores such as Bloomingdale’s, Neiman Marcus, Lord & Taylor, Nordstrom or Gucci. We never would sell a Rolls Royce, Ferrari, or Lotus. Nobody would be paying premium prices for any goods and services. But they do! 

In this brief issue of “Ask the Expert”, I’m going to give you 5 things you can offer at the negotiating table, using no-money out of your pocket, and still get what you want. 

Let’s get to it

1. Assembly – A great deal of companies sell products that require assembly. Examples are model cars, playground equipment, and gazebos. Do your competitors offer to come and put it together or set it up for free? If you do – tell your prospect. This is a great negotiating gambit. 

2. Credit – America is the credit capital of the world! That’s why our personal credit is one of the most valuable assets that we possess living in America. So in turn, people and businesses want to use it more than ever. Therefore, to be competitive, you not only need to offer it – you need to have a better credit policy to offer the “other side”.

Consider the following questions relating to credit: 

Can the “other side” make longer payments? 

Do you accept all major credit cards? 

Do you take both personal and business checks? 

Can they defer their first payment for a couple of months? 

Do you offer in-house credit? 

Can they pay with a smaller down payment than your competitors offer? 

All of the previously given examples will make you stand out from the competition. 

3. Delivery – Quite a few product distributors and manufacturers offer delivery. 

Consider the following questions relating to delivery: 

What are your competitors offering? 

How will you stand out when negotiating with your prospect? 

Will you offer free delivery? 

Next-day or second day delivery? 

How about same day delivery? 

Whatever the competition offers, you must go the extra mile for your customers and remind them you that did! 

4. Expertise – Most people want to purchase from a salesperson that possess uncommon expertise. If you’re trying to sell someone a Rolls Royce automobile at a premium price, you’d better know the car inside and out. You must know the all of the features, including options, fabrics, paint, history, and everything else that differentiates it from competitors like Maserati, Ferrari, or Lamborghini. Negotiate on the merits of these unique features-then sell them on the benefits! 

5. Guarantee – Everyone these days, not only wants, but also expects a rock-solid, ironclad guarantee that you’ll refund money on products and services if they’re not satisfied. How can you differentiate yourself from the crowd?  

Consider the following questions relating to guarantees: 

Can you offer an unconditional guarantee? 

If someone isn’t satisfied with the quality of your product or service, can you offer a no-questions-asked refund guarantee?

Do you offer lifetime guarantees? 

The point is that when you’re negotiating similar products, you need to have a better than expected guarantee. This is a great negotiating gambit.  

6. Warranty – To survive in business and have an advantage during negotiations, you must carry warranties on all of your products. And if they break down, you not only have to replace the faulty product, you must do it quickly.

Consider the following questions relating to warranties: 

Will you pick up the faulty product and deliver a new one the same day? 

Do you fix the product at the customer’s home or business? 

Will you fix it the same day? 

Is the product fixed at your office or at least locally? 

Do you have lifetime warranties? 

These are very important considerations when you try to base your negotiation on a better than average warranty.

By implementing the practices listed above, you’ll win more negotiations and increase your sales. You’ll also obtain and keep more customers. By offering these options, you’ll stand out amongst all your competitors. Therefore, 80% of your negotiating task is already done. The key is that you have to tell your customer how you’re different from your competitors and never offer them more money! Remind them over and over.  Educate them over and over. And most important, if you say that you’ll do something – DO IT – OR YOUR COMPETITORS WILL! 

To learn all about negotiating from A-Z, you can get a copy of my best selling book called “Negotiate Your Way to Riches”. 

Thanks for joining me today and good luck in every negotiation!

How to Easily Increase Your Affiliate Commissions in Two Days or Less?

Clearly, the people benefiting the most from affiliate programs are the companies running them. My goal here is to help you – the affiliate – earn more money. If you’ve gotten past the idea that you can simply slap a banner up on your site and start earning money, but you’re not sure what to do next, this article is for you. 

Allow me to cut right to the chase. Here is a plan of action. This may seem like a lot of work, but don’t worry! At the very end, I’ll show you how to automate all of these steps. For now, just read through to get a general idea of how you need to proceed: 

Day 1 

Step 1– Vow to organize your affiliate efforts. Begin with organizing all contact information, payment information, and vital statistics about your affiliate programs in one central location. This may seem like a silly step, but believe me; you don’t want to spend your time digging through emails for contact information and codes. You should also know, with just a few mouse clicks, how much is owed you by the various affiliate programs in which you are participating. 

Step 2 – Select one affiliate program on which to focus your efforts for the next 3 weeks. In order to apply some of the various principles I will show you in a few moments, you need to select one area of focus. It’s best to select an affiliate program that has several products, instant online tracking of sales, instant notification of sales, and the ability to segment your promotions. Internet Marketing ProShop has all of this and more. 

Step 3 – Select three promotion methods and two products to promote. 

This is crucial. This will make sense in a few moments. If you can’t think of three promotion methods, here are a few ideas: 

An ad in someone else’s eZine 

A mailing to your own subscription list 

A text link on your site with some ad copy 

A banner on your site 

A product review on your site 

An FFA submission 

Now, some of these methods are more effective than others. But you don’t need me to tell you that. I’ll show you how to find out for yourself. 

Step 4 – For each promotion method and each product, develop two ads. So, since you have three promotion methods, two products, and two ads for each – you will have to write 12 ads total. So, for each ad, let’s give it a code.  If it’s method one, product one, ad one, you can call it: 

M1P1A1 

For method one, product one, ad two, you can call it: 

M1P1A2 

For example, if you plan to promote my marketing course 1,001 Killer Internet Marketing Tactics using ads in someone else’s eZine, you will need two ads. One would be M1P1A1, and the other would be M1P1A2. If you also plan to promote it using a review on your site, the first review would be M2P1A1 (method 2, product 1, ad 1) and the second would be M2P1A2 (method 2, product 1, ad 2). 

This is just one way to code your ads. You can do this any way you like as long as you can distinguish precisely which campaign these codes refer to. 

This sounds like a lot of writing. Don’t be daunted by this! Just crank it out. Don’t think too much about each ad. We’ll find out in a while which one is good and which one is bad.  You won’t decide this – your customers will! Don’t be afraid to try something wild. 

Now, when you promote each product, you’ll need to tie each promotion to the code you created. With the Internet Marketing ProShop Partner program, you can segment your campaigns by adding an _code to the end of the URL you use to promote each product. 

For example, if you are promoting 1,001 Killer Internet Marketing Tactics, you would use this URL: 

…./kt.cgi?sponsorID 

To segment your campaigns, you would add your campaign code on the end of that URL for each campaign: 

…./kt.cgi?sponsorID_M1P1A1 (for campaign one) 

…./kt.cgi?sponsorID_M1P1A2 (for campaign two) 

Note: The above method is only valid for our affiliate program, so don’t try this with any other affiliate program. We don’t know of any other affiliate programs that allow you to segment your campaigns, this way, so please use caution here. 

Step 5 – Before you finish for the day, promote the product using your “ad 1” for each product. 

You’ll need to record: 

Impressions. If you’re advertising on a web page, this will be the number of times your ad appeared on the page – or the number of times the page was viewed if your ad comes up each time the page is viewed. If you’re advertising using some form of email, impressions = number of emails sent. 

Clicks. You should be able to get this from the affiliate program you are promoting. 

Amount Earned. Again, your affiliate program should provide this information to you in real time. 

Now, in order to do a valid test, you’ll need to promote to a fairly significant number of people. I would recommend that at least 300 people see each ad. Otherwise, you won’t have enough information to make a valid judgment. Ideally, you should hit about 2,000 with each ad, but your resources may not allow for this. 

*Learning point: If you’re going to send an ad via a newsletter, see if you can run a “split”.  That is, get one ad sent to 1/2 of the list and another sent to the other 1/2. That is the most accurate way to compare the effectiveness of any pair of ads. How to Improve Response to Your Website Sales Letter?

Day 2 

Step 6 – Run your “B” ads. Now that you have run your “A” ads and have given them a bit of time to take effect, run your B ads. Do this first thing this morning! 

By the end of the day, you should have some good results from both campaigns to compare and see where you stand. 

By comparing and analyzing all of the information you have just compiled, you will be able to start to have a good idea about: 

Which product seems to sell more. Which type of campaign is most effective Which type of ad for each campaign is most effective This short bit of testing won’t allow you to make clear conclusions, but it will put you on the right track. Immediately, you should start using the ads that sell as much as you can. If ad A is making you 5 cents per impression and ad B is making you 5 dollars per impression – using ad B just increased your affiliate commissions by 9900%! OK, that’s a dramatic example, but you get the point, right? If you aren’t tracking these things, you’ll never know. If you track and continue to refine, before you know it, you’ll have an arsenal of ads that you know pull well to use over and over again. Once you do the leg work, it’s easy! 

As you see, though, this can get quite complex. How does one actually analyze these campaigns? What if you have scores of affiliate programs and quite a few campaigns for each? 

Don’t worry. As I told you at the beginning, there is an easy, cost effective way to keep track of all of these things with just a few mouse clicks. It’s called Affiliate Assistant.  Marketing in a Tough Economy – Do’s & Dont’s.

I highly recommend checking this out as it will, among other things, allow you to quickly and easily implement the above plan in one central location. With just a few mouse clicks you can compare and analyze all of your various affiliate ad campaigns so you’ll know which are making you money and which are wasting you time. 

You could do all of the same things yourself with a good database program and multiple spreadsheets, but Affiliate Assistant will save you quite a bit of time and money without having to go through all that. 

Either way, you should implement some type of organizational and tracking plan like this for your affiliate advertising efforts immediately.  The amount of time you put into this will pay off exponentially in terms of higher commissions.

How to Close More Online Sales Through the Magic of Questions?

No one can deny that sales closing techniques are absolutely vital in face-to-face selling. But often, people ask me if they can apply my powerful closing techniques to online marketing. My answer is an unequivocal, “Yes!”.

Of course, there are some closing techniques that are more applicable to the Web than others — but I’ll show you magical closing secrets that can dramatically increase your web sales, and rapidly increase your online income. This works best on direct response websites – i.e., those that focus on getting an immediate response in the form of an order or lead.

Before we get started, I must emphasize that much of the sale is made in the presentation. The close is largely determined by how well you’ve presented the product to the prospect. Your objective, then, is to take the prospect smoothly past the point of closing, making it easy for him or her to come to a buying decision. You can accomplish this with the strategic use of questions

The All-Important Opening Question

When you’re selling online, you don’t have the benefit of interacting with your prospect the way you would in face-to-face selling. Therefore, the first thing you say in your web copy has to be something that breaks preoccupation, grabs attention, and points to the result or benefit of the your product.

At any given moment, your prospect’s mind is preoccupied with dozens of things. Therefore, a well-crafted question will cause the prospect’s thinking to be directed to what you have to say.

Your opening question must be aimed at something that is relevant and important, and at something that your prospect needs or wants. What do sales managers, for instance, sit around and think about all day long? Increasing sales! Therefore, if your target market consists of sales managers, here’s an example of a question you can use as a headline or as the first part of your copy: “How would you like to see a method that would enable you to increase your sales by 20% to 30% over the next 12 months?”

When you ask such a question, the first thing that pops into the mind of the prospect should be, “What is it?” – whereupon you’ve captured his or her attention, and you can then begin to articulate how your product or service can solve the need posed by the question.

Plan your opening question carefully. If your opening question fails to break your prospect’s preoccupation and grab his attention, he will click away before giving you the opportunity to present your product or service.

Questions That Keep Them Involved.

Questions are equally vital during the presentation, i.e., in the body of your web copy, for clearly explaining how your product or service solves your prospect’s problem in an easy, fast, or cost-effective way.

Therefore, install questions within your sales copy that capture attention. Keep your prospect involved, and keep his mind from wandering off in a different direction by using intriguing questions that grab his lapels and jerk him toward you. For the length of time that it takes a prospect to answer a question in his mind, you have his total attention. The prospect is drawn more and more into the sales process as your questioning proceeds. If your questions are logicalorderly and sequential, you can lead the prospect forward toward the inevitable conclusion to purchase your product or service.

Tip: Never say something if you can ask it instead! Think of how you can phrase your key selling points as questions. The person who asks questions has control!

Closing Questions that Presume the Sale

Just as questions are important at the beginning and the body of your web copy, they are even more vital at the end in gaining a commitment to action.

The key to asking a closing question is confident expectation. You must skillfully craft your question to convey that you confidently expect the prospect to say, “Yes” or to agree to the sale.

For example, you can pose the following question in your web copy: “When would you like to start using < NAME OF YOUR PRODUCT HERE > to multiply your profits?” In other words, you don’t ask if they want to buy your product, but when. This way, you’re asking for the sale expectantly, and the more confidently you expect to sell, the more likely it is that you will sell.

Tip: In crafting your closing question, include the benefit that your prospect will get from your product.

When you ask a compelling closing question, you diffuse the tension that normally creeps up on your prospect at the “moment of truth.” A prospect’s tension leads to the hesitance that kills so many sales – both online and offline.

To be truly persuasive in the selling process, learn to use questions judiciously throughout your web copy. Instead of trying to overwhelm your prospects with reasons and rationales for doing what you want them to do, ask strategic questions instead. When you take the time to plan the wording of your questions, your prospect will become more interested in your product — and consequently, you will make more sales.