THE SECRET IS MARKETING LEVERAGE. We started with less than $1,000 and turned it into over ten million dollars by using this kind of leverage.

A) Our front-end and back-end promotions were closely tied together.

B) Our back-end business was very strong.

C) We created a powerful U.S.P. (Unique Selling Position) that separated us from all the other companies in our market. Then we used this U.S.P. in all our ads and sales material.

D) We built relationships with our customers and re-sold them products and services that were related to the items they bought from us the first time.

These are the simple steps that made us millionaires. They can work for you, too. Many of the money-making strategies in this manual are related to these four simple steps. Look closely at all of the strategies in this manual and you’ll see how these same four steps work together.

Regardless of the actual size of your company, you can give your company the appearance of a super-force if you will follow these five guidelines:

1. Select a name that is short, easy to remember, and that describes your business.

When it comes to your business name, don’t be too specific. Your business may grow beyond what your name implies. For example, you may choose the name “Mary’s Balloon Shop” for your balloon shop. But, what if you decide in a year to start to sell gifts and cards as well. So, a better name to begin with might be “Mary’s Gift Shop.”

2. Create a niche in the market that can be yours.

The best way to create your niche in the market is by checking out the competition. You must find something that your customers want and need but can’t get from anyone else. Then, you will have your niche that can make your business super-profitable. Your niche might change over time, but you must always search to find something to give your customers that they can’t get anywhere else!

3. Visually implant your image into the minds of your prospects with a company logo.

You want people to remember your company by your logo. It creates a visual picture. What do you think of when I say “the golden arches!” That’s right! McDonalds! Your business needs a logo that people can think of in relation to your business. It creates a visual picture.

There are other ways to visually implant your image into the minds of your prospects. You can put a picture of yourself at the top of the first page of your sales letter. Also, you can use a “catch phrase” such as “it’s everywhere you want to be!” Who says that? Of course, it’s Visa Credit Card!

4. Create a down-to-earth, yet professional, identity.

You must be personal, yet professional. Write your sales letters to one person, not the masses. Do not speak down to your customers, but use easy-to-understand words. Treat them like a close friend that you are sharing information with. And, be careful with your language. You don’t want to say anything that would offend your prospect!

5. Be able to handle large volumes of mail.

Be sure that your mailbox can handle large volumes of mail. This probably means that you won’t be able to use your own mailbox. You would be wise to get a mail-drop that allows you to use a street address rather than a post office box. If you have an actual street address, people will be more likely to do business with you.

These five things will help give your business the appearance of a large company that is to be taken very seriously! Do these five things, and your customers will treat you more like you are worthy of spending their money on. If they get the feeling that you are a small-time operation that can’t serve their needs, they will not do business with you!

We can boil this down to two words - Collector Clubs.

If you take any item that people collect and value and they are buying, trading, and swapping, there are clubs in just about any size of community that support those collectors.

We have a friend who used to work in a pipe shop. He had, and still has, a very nice collection of smoking pipes, an he still occasionally enjoys them to this day. He was involved in several pipe clubs. They would buy, sell, swap, and trade pipes.

There’s a seemingly infinite number of collector clubs out there, all with some different product to serve as their obsession. Stamp collecting clubs, Beanie Baby clubs, action figure clubs, comic book clubs, Barbie doll clubs, book clubs . . . the list could be a large work itself, and would probably span a number of thousand page volumes.

We suggest that you pick something that you already collect, or are interested in collecting or learning more about, then join the club. If there isn’t one near you, there are always clubs over the Internet. If even the Internet can’t provide you with a club, think about starting one!

A part of the service you offer this club is expanding the audience for buying and selling these items. This would help if you’ve got duplicates of whatever you’ve bought - “I’ll help you sell them on the Internet Auctions.”

There are two things you can take out of this. You can, of course, offer to do it for a very small percentage of whatever you get. You know you’re going to get a higher price for that item, probably, than you can through the club’s membership. You can either take a percentage of the sale, or you could take credit towards some of the other duplicates they’ve got that you need for your collection. And hey . . . it could be a great way to build your collection.

Once you’ve established this, and got it going, of course, then it’s very easy to approach other clubs and say, “Hey, you know, here’s what I’m doing for this club. Wouldn’t you like me to offer the same thing for you guys?” Use this simple trick to immediately find other people who will let you help them sell their products on Internet auctions!

The way we look at affiliate programs is very positive, and we’re sure they are great if you get hundreds and thousands of different sites to promote what you have, but we’re going to take a little bit different path here. We’re going to talk about using a little time and effort to get the very best web sites to sell your products and services. That means you have to spend some time finding out where the action is.

There are so many web sites today... We’re not even interested in joint marketing with a web site that gets two visits every week. Or five a month. We’re dealing with about fifty different individuals who are selling our products on the Internet, and on their web sites. But we have noticed in the past few months that only three of them are really sending any orders.

It’s the 80/20 rule. The 80/20 rules says you get 80% of your business from 20% of your customers.

Well, we’ve found the 80/20 rule really is a 5/95 rule and that is - 5% of your customers yield about 95% of your business in repeat orders and constant business. So what we think you should do is isolate a few dozen super web sites who sell items that are similar, but not identical, of course, to what you have.

Really go after these people. You want them to recommend your product, and you’ll pay them a nice commission of forty, or fifty, or even sixty percent. Go after some of the heavy hitters.

You need to give them a very, very good commission because, if they like your product, they will promote it. You want them to be well compensated. If you are selling information like so many of us are, you’ve got big enough mark ups to give the fifty and sixty percent.

Here’s a simple idea that we feel has real possibility. I call it “Money For You With Book Reviews.” It’s a simple concept, but it’s easy to do. It won’t cost you much money, and you can make some easy money with it!

There are millions of sites on the web, and a vast audience for everything from archaeology to zoology. It all starts with choosing the subject of interest to you, and if you’re smart, you’ll pick a topic that is very, very popular. The topic you pick could be antiques, hobbies, Internet marketing, technology, business, home business, or whatever. It should be something that is in big demand!

You want to offer weekly book reviews to all the sites in this category, and because you are offering them free, many of them - hopefully hundreds or even more than several hundreds - will sign up with you to take your book reviews, because it covers books in their category of interest. There should be no cost for the service. So, you wonder, how do you make money?

The answer: you become the supply source of all the books that you review! You make arrangements with the publishers to get at least a 40-50% discount off the price that you’ll sell the books for - and hopefully much more. In some cases, they will even drop ship for you.

Some people will say, “I think I can get this book from Amazon.com at a discount.” Therefore you also make a deal with Amazon so you’re a referral source and you get a fee for the sale from Amazon, just in case they bypass you!

You offer the reviews to all the sites you can. Some people are probably saying, “Okay, sounds good, but I don’t know how to write. I don’t know how to do book reviews.” It is a lot easier than you think, and here’s a little secret: almost everything you do in order to put together a book review is already done! You can typically find a book overview either on the back cover, in the chapter headings, and/or on the inside in back cover flaps if it’s a hardback with a cover dust jacket.

You’ll find it is so easy to do these short reviews of a few hundred words when you just look at the table of contents, the back cover, and the dust jacket’s flaps. You can easily write a review! Now, you shouldn’t write word-for-word what’s on the cover. You have to make some changes. Still, it will not be difficult to do! Plus, because you’re offering a free service and a service that really is of interest to the web site owners. After all, this is their topic of interest, so you could have a willing and ready audience, and do very good with this.

It’s a simple idea, but one that can make you money quickly!

Here are the simple steps we use to create our own million-dollar ads and sales letters.

1. Use Direct-Response Marketing. Each ad or sales letter must ask your prospect or customer for their order, or try to get them to take some kind of action.
2. Track all your results carefully. This will tell you exactly what’s making the most money.
3. Create a checklist of the most important things every ad or sales letter must have. Check your sales material against this list.
4. Test carefully. Only roll out with the winners.
5. Match each sales message to the right market. And make your reader an irresistible offer.
6. Expand your knowledge of the market you are serving.

These are the same steps we’ve used to make a fortune. They have the potential to work just as well for you. You can make up to TEN TIMES MORE MONEY from every ad you run by following these simple steps.

We have two words for everybody who would like to make the most possible money with Internet Auctions: “Excess Inventory.” What we’re talking about here may sound technical, but it’s not. It’s very easy to do.

Every town has stores and retailers that sell products and goods. Many of them are based on a calendar year. You will work with them more like a month or two before end of the year. You want to find out if some of them have a fiscal year, which means that their accounting year ends sometime other than December 31st. Make a note of that date so that you can work with them a couple of months ahead of that.

Retailers are all taxed in most states. They’re stuck with paying property tax on products that they’ve bought to resell that they’ve overstocked on. Therefore, they’re anxious to get rid of their “extra inventory” and are willing to even take a loss, because then they don’t have to pay the taxes on these products.

We would recommend that you either contact these people in person or by dropping them a letter (just by going through the phone book) and let them know that you are an expert and can help them get rid of excess inventory by working with them to arrange an online auction of those goods. We’ve seen it done many times! You can use this auction secret to help local businesses get rid of excess inventory - and get rich simply helping retail businesses in your area!

You’d set a minimum price so you’re minimizing their exposure, then just follow up. The only thing that you would require is probably a camera. We recently saw a press release come through that Vivatar is just getting ready to release an excellent digital camera for $60. They’re aiming it at the consumer market so that it’s very affordable.

You can spend $100 or $150 and get a really nice digital camera these days, but you don’t even have to have a digital camera to do this. As Chuck has pointed out, all you need is a good photo and someone who can scan that photo for you. You can use whatever camera you have.

You arrange to take a photo, find out what products the retailer’s going to put up, take a down product descriptions from the retailer, the minimum price that they will accept for each product, and then you arrange to put those products up and manage the auction for them and take a percentage of every sale, which is outlined in your letter of agreement.

Just Do These Two Things:

1) Find the products and services that are

making the most money for your competitors. What’s behind their success? How can you use the best of their ideas without doing the exact same thing they’re doing?

2) Test new items to your best customers first. Find ways to sell the most profitable items to the other people in your market.

The more you do these two things, the easier it will get. Your intimate knowledge and on-going experience in your market will help you find the items that sell like crazy.

This is a method helping other people make money - and they will help you make money, too!

Thousands of mail-order dealers sell advertising space in circulars or in catalogs, newsletters, and other publications. Because they are in the same business you are, and are targeting the same buying audience, swapping space would benefit all parties involved.

For example, you could swap equal sized ads, or an ad for mailing out a certain number of a dealer’s circulars. This type of arrangement can create profitable opportunities in that each party can reach thousands of prospects in a cooperative swap agreement.

But, do not think in terms of single deals. Try to make this type of arrangement with as many dealers as possible. The more people you reach, the more products you will sell. Make certain, however, that the dealer you swap with has a publication and targeted audience that is compatible with what you are offering.

Advertising swaps mean nothing if you reach 50,000 people who are not interested in your offer.

If a dealer does not sell advertising space, offer to exchange other sales literature or envelope stuffers. He/she mails out 5,000 of your circulars in a mailing campaign, and you insert 5,000 of his/hers. The object is to reach people other than those currently on your mailing list.

Naturally, you would not want to enter this type of arrangement with a dealer who is in direct competition with you, with the same products, for example. But, those dealers offering similar products would represent your best prospects. That would ensure that your offer is reaching the most likely buyers.

Catering to your prospects’ self interest and offering them what they really want is a secret to making easy money!

You have to think this through. You should try different things to find out what the prospects really want. Show them you have what really attracts them. Self-interest is the key.

In your advertising, you shouldn’t talk about yourself, your company, or your product or service unless in doing so you’re relating it to them and telling them how these things can benefit them.

Remember, if you can hone in on what a specific group of people really want, and promise it to them in a way that is clearer and more compelling than all of the competition, your business can thrive.

Editors say the #1 reason they don’t give people free publicity is because their news releases are boring. In marketing, boring is the ultimate sin!

Offers that reward people put some excitement on your site. It gives it some pizzazz. Also, when you do something news worthy, it makes people talk, and gets a buzz going about your site. These sorts of things get people visiting your website. You need some excitement, you need some prizes, and something to get people talking about it. It’s how to get millions of people on the Internet to talk about you - and your website!

There are different ways to inject that sort of excitement into a website. A friend of ours gives a prize for the five hundredth post or the thousandth post on his discussion board. The days leading up to it he’s putting messages on his site making statements like, “Will you be the next person who wins this prize?” and it gets the readers excited. They post more, they come back more often, and it’s a simple prize - usually just a video of a seminar or something like that. But everybody wants to win . . . because it’s fun!

Another thing Internet marketers engage in is referral or an associate program. Amazon.com is the most obvious example. For example - if you have a site about voting and you wanted to sell some voting books, you place a link that says, “To read more books on this subject or to order books. ”Or if you have a money making site - say, for example, there’s a book on How To Strike It Rich On e-Bay - you say, “Gosh, would you like to make money on the Internet? Click here.” The click on the link takes them to amazon.com or the page for that book or another book called Striking It Rich.com, any book you want.

When the person buys the product, the computer knows that it came from your site. Therefore, Amazon.com will send you money. You get a percentage - anywhere from 5% for a general referral to 15% for a specific book referred to. That’s a way you can add excitement to your site and get people coming to it. Just because you recommended these books and you’ve made it easy for them to get them, you could attract a lot more people.

All-Advantage.com came up with a wild idea to pay subscribers as much as $20 a month to surf the web. What they do is they put a view bar, which you agree to, on your screen with a roster rotating advertisements.

On the Internet, it seems as if any screen you go to has an advertisement on it anyway. You can’t go anywhere without seeing banner ads. All-Advantage could have come up with the new business model for the Internet. That’s why everyone is so excited about it. In fact, these people signed up two hundred and fifty thousand members in less than ten days. That’s a quarter of a million people. Twenty five thousand a day. In the first two months they signed up one million two hundred and fifty thousand people. It’s the fastest growing Internet site in the history of the Internet . . . and it’s exciting!

They reward people and they have something exciting going on . . . it’s not boring. So of course, they’re in the news. They were in Interactive Week online, they were in ZD T.V., Excite News, Yahoo, Financial Times, The Wall Street Journal, Dow Jones, U.S.A. Today, the Fox Network News, News.com, The Washington Post . . . we could go on. They get tons of free advertising because they did something interesting, not boring!

Advertisers pay to be on these banners and then All Advantage.com passes on some of that advertising money to you. It would be like getting paid every time you watch T.V. - you turn on your favorite sports show or sitcom and every commercial that is shown on your screen is recorded and they say, “Well gee, John Doe sat there and watched the whole basketball or football game and he saw these commercials for Budweiser.” So we’ll send him a check for watching those commercials! It’s a fantastic concept in the way it benefits you. As you study all about All Advantage.com, get ideas for things you can do on your site - be exciting!

In talking with our customers, they say they’ve learned how to market their products, but what they don’t know is how to create a product - how to find the product that is going to make them big money.

They know how to market it. They’ve got some ideas in that direction, but they really are having trouble coming up with a product.

So, that’s what we want to tell people how to do. We’re going to reveal the shortcut system for creating hot-selling Internet products without having to write a single word. It has been proven. It works, and you can do it, too, without a lot of time and energy.

We’re talking about creating a product using other people’s words so that you don’t have to actually do the writing, and you don’t have to do the actual hard work of creating the product.

We’re talking about creating an audio interview of other successful site owners.

When you’re on the Internet, one of the best products you can sell is products showing other people how to make money on the Internet. It is a hot topic. It has been proven to make lots of money for people. So the concept here is to go out on the Internet and find other successful web sites and talk to their owners. Get permission to interview them and to record those interviews, and then turn those interviews into products.

Your success depends on how well you advertise and publicize what you have to offer. All businesses have to get their message out.

Many times businesspeople want to avoid the aspect of advertising. They have a mind-set of being in business to make money, not to make advertisements. These people do not see the whole picture. Advertising is the key to getting the message of what you have out to your market.

Some businesses can develop and run a small amount of advertising and make respectable profits. Direct-response marketing is NOT one of these businesses. The direct-response business is one that is highly dependant on advertising.

Direct-response and mail-order are just a form of marketing. Hence, they=re not so much a business in themselves, but simply a way of doing business.

Advertising is the key in direct-response marketing. It’s what attracts people to you and your products and services and keeps them attracted and buying more from you. It is the lifeblood of a direct-response marketing business. This is why your success depends largely on one thing . . . advertising!

Now we’re going to discuss how to give away a little, so that you can make huge profits.

This is a technique we learned in mail order, and it works just perfectly for the Internet and the worldwide web.

Everyone knows the Internet is the number one provider of information in the world. In fact, there is so much information on the Internet, it will drive you crazy. We were recently looking for some stock and mutual fund information. We started at eight o’clock at night and, through the links and different things, we kept going from site, to site, to site, from Vanguard to Long Leaf and on, and on, and on.

We knew time had been really going by. We had been drinking coffee and we were wired. Soon T.J. said, “Boy, I bet it’s bed time.” I went and found my watch. It was a quarter after one. For over five hours, we were on the Internet looking for information on stocks and mutual funds. There is so much information, it can be daunting!

Because there is so much vast information, this presents a challenge to information sellers. It really does. But within a challenge is always a great money making opportunity.

Let’s fact it, it is hard to sell something that others are giving away free. If someone is giving away on one site exactly what you’re trying to sell, forget it! So the first rule is, we don’t want to try to sell anything that they can find on one site free.

However, secondly, we think to really make sales on the Internet, we have to prove that the information we want to sell is worth the price we want to sell it for. Our ads and sales material should often work just like magic in mail order.

They don’t work quite as well on the Internet. At least, that is our experience.

Prospects need all kinds of information before they will buy, especially if they are good, qualified prospects. You need to give them all the reasons they should buy. Tell them why your offer is better than anything else.

You have to make a very strong case for whatever you are selling, which means you have to give them quite a bit of information. Put all of the information you possibly can into each of your sales messages and really inform people why they need to buy. People need information to substantiate the purchase. And it’s your job to give them that information in order to make the most money with the ad that you possibly can.

Copy gives prospects the information they are looking for, and you must tell your complete story to fill their need. If your purpose is to make sales, and you need all the room you have to tell that story, do not even consider pictures. The motto that knowledgeable, direct-response/ mail-order advertisers repeat is: “The More You Tell, The More You Sell.” This proven advertising principle has been tested repeatedly without disappointment.

Remember, your copy is justifying that sale in the prospect's mind. The more information you give them about your product, what it can do for them, and why they should buy it, the more you are able to break through their reservations and get them to buy it. All it takes is telling the prospect as much about your product as you can. It’s that easy!

Learning how to write ad copy is key. You should learn how to write ad copy, because, in our business advertising copy is what brings in all of the money. The printed sales material that we send to people and the ads that we run, and paint the picture of the product or service that we want to sell.

Our ad copy is our “storefront.” As good advertising copywriters, we have to do everything possible to get the customers and prospects to “look through the windows,” see the products and want them.

We do this with words. Words and phrases are our tools. The easiest way to get really rich in mail-order in this business is to learn to compel people to buy with the ad copy that you write.

It may take a lot of time, and there is a lot for you to learn. But this skill really is worth learning.

Take notes and take some concentrated time with it. If you do this, eventually it will become second nature, and you will have mastered the art and science of writing ad copy that sells well and really works.

When you’re selling information, you are going to be in one of the world’s greatest businesses. Information offers so many advantages that other products and services simply can’t beat. This is revolutionary, and you could make a fortune with your web site by selling information.

Now, we want to tell you how to be your own book publisher and never spend a penny - not one red cent - on paper or postage. That’s pretty important, because anybody who has done any book publishing the traditional way knows that the two biggest expenses most any book publisher has to meet on a daily basis are that printing and paper, not to mention the postage to ship those books out.

The answer, of course, is e-books - electronic books!