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JANUARY 2011
MICHAEL MASTERSON'S
SPECIAL THEORY OF WEALTH
How to turn ordinary
interactions into riches
HIGH-SCHOOL DROPOUT TO MULTIMILLIONAIRE

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plan now!
SPOT THE NEXT "MCDONALD'S"
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Dan Kennedy
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JANUARY 2011
COVER STORY
Please contact us by visiting:
http://www.supportatetr.com/helpdesk
Published by Early to Rise, LLC
Founding Editor: Michael Masterson
Executive Editor: Paul Lawrence
Publisher: Jason Holland
Art Director: Erika Laguna
Graphic Designer: Lauren Bunker
Marketing Manager: Sarah Snoots
Customer Service Manager: Sharika Kellogg
Panel of Experts:
Michael Masterson, Dan Kennedy, Dan Ferris,
Peter Fogel, Wendy Montes de Oca, Brian Tracy,
Clayton Makepeace, John Forde, Robert Ringer,
Drayton Bird, Rich Schefren, Perry Marshall,
Marc Charles, Ian Robinson
ADDRESS:
Early to Rise
245 NE 4th Avenue, Suite 201B
Delray Beach, FL 33483
1.800.718.2269
ALL CONTENTS OF THIS LETTER ARE COPYRIGHT 2011 BY Early to Rise. ALL RIGHTS RESERVED: REPRODUCING ANY PART OF THIS
DOCUMENT IS PROHIBITED WITHOUT THE
EXPRESS WRITTEN CONSENT OF Early to Rise.
Protected by U.S. Copyright Law {Title 17
U.S.C. Section 101 et seq., Title 18 U.S.C. Section 2319}: Infringements can be punishable
by up to 5 years in prison and $250,000 in
fines. Any brokers mentioned herein constitute a partial list of available brokers and is for
your information only. Early to Rise does not
recommend or endorse any brokers, dealers,
or investment advisors.
LEGAL DISCLAIMER:This work is based on current events, interviews, corporate press releases, and what weve learned as journalists. It
may contain errors. You shouldnt make any investment or business decision based solely on
what you read here. Its your money and your
responsibility.
Early to Rise expressly forbids its writers from
having a financial interest in any security they
recommend to our subscribers. All Early to
Rise (and affiliated companies) employees and
agents must wait 24 hours after an initial trade
recommendation is published on the Internet,
or 72 hours after a direct-mail publication is
sent, before acting on that recommendation.
Michael Masterson - A Special Theory of Wealth:

Situations and Opportunities ................................................................................................ 5
Michael Masterson, best-selling author of eight books, multi-millionaire entrepreneur,
and founder of Early to Rise shares one of his critical success secrets explaining how
he is able to recognize every day situations that most people dismiss with no thought
as wealth-building opportunities and how he capitalizes on them.
FEATURES
Dan Kennedy How to Profit With the Art of
Reinvention ................................................................... 13
Marketing legend Dan Kennedy internationally
recognized as the Millionaire Maker, shows you
how to use the art of reinvention to radically improve your wealth.
Dan Ferris A Simple Investing Secret ............ 16
Dan Ferris, editor of the Extreme Value newsletter,
reveals a simple evaluation trick he uses to choose
stocks that brought him triple digit returns in his
closed positions this last year.
Peter Fogel Branding in Public Speaking ... 19
Peter The Reinvention Guy Fogel, a National
Speakers Association Keynote Speaker spells out
how he uses branding to make audiences instantly
get his message and hang on his every word.
Wendy Montes de Oca Press For Pennies ... 21
Wendy Montes de Oca, MBA, has nearly 20 years
of marketing experience with Fortune 500 companies and top publishers explains how you can
get publicity for just pennies that can bring large
amounts of measurable traffic to your website.
Brian Tracy The Power of Solitude .................. 25
Brian Tracy, who built a $265 million company before
he turned his attention to consulting, training, and
personal development sets you on a road to greatness
by learning how to tap into your power of solitude.
Bob Cox - The False Indicators of Success and
Failure .............................................................................. 27
Bob Cox, co-founder of the worlds first Home
Shopping Channel to working with the largest privately owned hotel chain in the Southeast discusses how to avoid dangerous pitfalls on your path to
wealth and success.
Glenn Fisher - Silly Ideas Can Be Good ............. 30
Glenn Fisher, editor of Shortcut Bulletin and Shortcut Confidential will turn your thinking upside
down when he shows you how silly ideas could be
your ticket to leap frog up the success ladder.
Clayton Makepeace Program For Success ... 32
Clayton Makepeace, a direct marketing legend
who has created sales copy that generated over
100 million dollars in sales reveals how he uses visualization to create millions of dollars in income.
John Forde Six Ways to Turn a No

Into Yes ........................................................................... 37
John Forde, a master marketer, who has generated well over $30 million in sales, and has successfully launched dozens of products describes
how he turns customer objections into opportunities to sell.
Robert Ringer - Be Relentlessness in Pursuit of
Your Dreams .................................................................. 39
Robert Ringer, the author of three #1 bestsellers,
two of which have been listed by The New York
Times among the 15 best-selling motivational
books of all time conveys how he gets his power to
outperform people who he says are far more intelligent and talented than him.
Drayton Bird - A Checklist to Help You Produce
Breakthrough Sales Copy ....................................... 43
Drayton Bird, a marketing guru whos best selling
books are printed in 15 languages details how
you can use a simple checklist to write home run
sales copy.
Rich Schefren Synergy .......................................... 46
Rich Schefren, who has built, run and sold multiple
multimillion dollar businesses and currently has
over 70 niche specific product profitable websites
shares the simplest and most powerful way to
grow a profitable Internet business.
Perry Marshall Listen to This .............................. 49
Perry Marshall, whos books on Google AdWords are
the most popular in the world tells you his potent
secret to making customers want to buy his products.
Marc Charles You Dont Have to
Be a Walmart ............................................................ 52
Marc Charles, referred to as The King of Business
Opportunities, and has written dozens of bestselling e-books, courses, and special reports on business and moneymaking opportunities teaches you
how to cash in on China without a lot of capital or
knowledge about importing.
Ian Robinson Balance Your Hormones for
Youthful Vitality .......................................................... 55
Ian Robinson, managing editor of Natural Health
Dossier shows you how balancing your hormones
can put a halt to your aging process.
M THE EARLY TO RISE MAGAZINE
JANUARY 2011
WEALTH
A SPECIAL THEORY OF WEALTH

Part Three - Situations and Opportunities
By Michael Masterson
You go to lunch with a colleague.
Everything is good. Afterward,
the waiter comes by and puts the
bill on the table. The total is $26.
In the next few seconds, you have
to make a decision. Do you pick
it up? Do you wait and hope your
colleague does? Or do you split it?
A cheapskate might look at it this
way:
If I pay the whole bill, Ill be $26
poorer. No way!
If we split the bill, Ill be $13
poorer. Hmm.
If I can get him to pay it, Ill be
$13 richer.
To the cheapskate, the best decision is obvious. So when he sees
the waiter approaching the table
with the bill, he will get up to
go to the bathroom, hoping his
lunch mate will pay the tab while
hes away.
Do you know someone who does
this? Have you ever hesitated
when the bill arrived, secretly
hoping that the other person
would pay for it?
To the cheapskate, wealth is something that can be lost in little increments. Holding on to ones money
is the smart way to stay ahead.
But holding on to ones money
isnt always the best way to acquire wealth. To become much

wealthier, i.e., to multiply ones
net worth, it is almost always
necessary to invest money. Investing money means becoming
temporarily a little poorer in order
to becoming considerably richer
later on.
In the case at hand, for example,
paying the tab might actually be
the financially wise thing to do.
If, for example, your lunch partner were someone you liked and
respected, paying his tab might
signal to him that you liked him
and that you yourself are a likeable, generous person, the kind of
person who is willing to give first
without demanding recompense.
If he sees you in that light, a relationship might be seeded by this
small investment on your part.
A small investment of $13 might result in a relationship that has untold
value later on. It is possible to imagine, for example, that a year or two
later, that person might be in a position to help you climb the corporate
ladder or find you a job elsewhere
or give you business if you decide
to start a freelance business.
None of these are far-fetched eventualities and yet all of them are
possible with a minor investment
of time and money at the start.
You are about to attend a meeting.

Your companys CEO, youve been
told, wants you to head up a new
project. You are already swamped
with work and you wonder why he
doesnt know that. You suspect your
boss is not giving you credit for the
work youve been doing. That gets
you even more upset. You feel like
walking into that meeting and yelling at everyone.
But just before the meeting begins
you take a deep breath and think,
Going in there angry is not going
to help my career. Instead you
recognize the fact that the bosss
wanting you to do another project
is an indication that he believes in
you. You realize you want to deepen this belief, not strain it. So you
think about how you can do that
without driving yourself crazy.
You create an informal plan to
use the meeting to advance your
career.
I am making two points:
Almost every event in your life
can be seen as an opportunity to
become richer or poorer.
By consciously recognizing every
situation as a wealth-building opportunity, you can take specific
actions that will gradually make
you very rich.
I am sitting at a cigar bar as I am
5
writing this, drinking an espresso

and toying with the idea of
switching to tequila on the rocks.
If I switch to tequila, several predictable things will happen:
It will give me a warm, glowing
feeling.
It will make me think the writing I
am doing right now is better than
it actually is.
I will leave the bartender an oversized tip.
Only the first of those things will
make me richer. And that will be a
fleeting richness that will require
a second drink to sustain itself.
But that second drink will amplify
the other two outcomes, both of
which will leave me poorer.
So I decide to pass on the tequila
and continue to work soberly on
this essay.
That will give me an immediate
benefit in that I will feel good
about my decision. A good feeling
to be sure, but not as good as the
fuzzy warmth of that tequila.
So far, Im short on the feeling side.
But working soberly will give me
a long-term benefit. Finishing this
essay tonight will motivate me to
write again tomorrow. And eventually in some number of weeks
or months Ill have a series of
essays completed on this topic
this idea that life constantly
presents us with wealth-building
opportunities and if we learn to
recognize and seize them we can
gradually and inevitably increase
our wealth.
When those essays are done,
Ill send them to my publisher,
6
JANUARY 2011
who will write me an advance of

$30,000 to $50,000. If the book
sells well as well as some of my
past books have sold -- it might
make me 10 times that much.
So although this is a very ordinary situation deciding to have
a drink at seven p.m. it is also a
wealth-building opportunity.
Ten years ago, I got called into a
meeting with one of my largest
clients. The purpose of the meeting was to discuss the dismissal of
a young man.
We want to fire him, I was told.
His boss says he is arrogant and
hard to work with. What do you
think?
Why are you asking me? I said,
feeling a little irritated. He is not
my employee.
Were asking you because we
know how much you like him.
Oh, I said.
This kid was an up-and-coming
superstar, but they didnt see what
I saw in him. Yes, he was arrogant.
But it was a superficial arrogance,
the kind that leads to boasting not
to doing substandard work.
Firing this kid, I thought, would
be a huge mistake.
So to draw their attention to the
profit-producing potential he was
bringing to the company, I said,
You can fire him if you want to
but if you do, I know somebody
who will jump at the chance to hire
him and build a business on his
shoulders. And when that business
is very big and successful which
Im sure it will be you will look
back at this day and be mad at me.
I dont want you to be mad at me,
so I beg you to reconsider.

That persuaded them to look at
the situation as a wealth-building
opportunity instead of a way to
deal with a problem employee.
And they made the right decision.
This year, that kids division
produced $30 million in net profits for my client.
For most of my life I pursued
wealth the way most people do
i.e., blindly. I had dreams about
owning things and having things
and so on, but I had no real idea
what wealth was or how I could
acquire it.
This changed in my early thirties. I
was working for a publishing company in south Florida as an editor.
My job, I thought, was to make
sure that all the companys publications were properly written in
terms of punctuation and grammar.
Then one day and I wont tell
you this story in detail here I
decided to become rich. It was
a serious decision, not a fantasy.
I promised myself that from that
moment forward I would do everything I could to stop fooling
around and really get with the
program of getting rich.
What happened was pretty amazing. The entire way I began to
look at things changed overnight.
When I got to work the next day I
knew immediately that correcting
punctuation and grammar wasnt
going to make me wealthier. I
realized that none of the subscribers to the newsletters I was editing cared about punctuation and
grammar. What they cared about
was whether the information and
advice we were giving them was
useful. So I stopped focusing on
grammar and punctuation and

turned my attention to the quality
of the ideas we were publishing.
This made a difference in the
quality of the editorial material
and my boss noticed it. Gradually
he gave me more responsibility
and each time I took it gladly.
A few months later I had transformed myself from someone who
was costing the company $35,000
a year for no tangible benefit to
someone who was improving
editorial (and therefore renewal
revenues) and writing marketing
materials and coming up with new
product ideas.
JANUARY 2011
rich, but if you dont change the

way you think about ordinary, every-day situations you will probably never achieve your moneymaking goals.
Wealth sometimes happens in
sudden, amazing strokes such
as winning the lottery, landing
a huge contract or discovering a
new gold mine. But most of the
time it is created incrementally,
by the gradual accumulation of
wealth-enhancing decisions, one
after the other over days and
weeks and months and years.
My salary doubled in six months

and about 18 months later I was a
bonafide millionaire.
I am going to assume that you are

reading this because you have not
yet achieved your wealth-building
goals. However well you have
done for yourself, you want to do
better, right?
What Im saying is that you can

spend your whole life dreaming
and even scheming to become
So how can you train yourself to

see every situation as an opportunity and take the correct, wealth-
building actions?
Lets begin with the obvious opportunities: business meetings,
marketing campaigns, and commercial transactions.
Before every business event
large or small I take a few moments to ask myself four questions:
In what way is this an opportunity for me to become more
wealthy? (Note: I dont ask Is
this a wealth-building opportunity? because every situation is
a wealth-building opportunity.)
What is the potential of this opportunity?
What are the possible problems
with this opportunity?
What can I do to seize this opportunity?
Let me give you an example of

how this works.
Yesterday, PP, my partner in rental
real estate, told me about a house
he was thinking we should buy. It
sold for $279,000 at the top of the
market and is now being advertised for less than half of that. He
had done some investigating and
figured there was a good chance
we could steal it for $75,000.
It didnt take me more than a few
seconds to ask myself the above
four questions.
The answer to the first question
was easy.
The answer to the second question
was threefold:
I could probably make about 6%
to 8% on the $15,000 we would
put down.
If I banked the deal, I would
make another 5% on the $60,000
mortgage.
Some time in the future, the house
will probably sell for considerably
more than wed be paying.
So the immediate potential is very
good 500% to 800% better than
keeping my money in the bank.
And the long-term potential is
very good too, though less certain.
That brings us to the third question: What are the possible problems with this opportunity?
Well, we could get less rent than
we expect. But weve been investing in rental real estate for 30
years and given what we know
about the local market, that is
highly unlikely. And even if we
underestimate the rent by a factor of 25% we will still be cash
positive. Not only that, but even if
the property never appreciates, it
would still be a good deal.
10
JANUARY 2011
So the only question left was

#4: What can I do to seize this
opportunity?
The answer to that one, too, was
easy. I wrote out two checks one
for my 50% share in the deal and
other for the mortgage.
Train yourself to ask these four questions keeping in mind that every
situation, big or small, is an opportunity for you to become richer.
Teach yourself to evaluate

the potential of every
situation, so you can
determine how much time
and effort (and sometimes
money) to invest in it.
Teach yourself to evaluate the potential of every situation, so you
can determine how much time and
effort (and sometimes money) to
invest in it.
Develop the temerity to ask about
the downside, too. And this is
extremely important. Many entrepreneurs get so caught up in
the upside potential of a business
opportunity that they cant see the
costs and the risks.
And finally, learn to figure out a
course of action that will minimize or eliminate the downside
and maximize the upside.
This is critical. Probably 80% of
perfectly good wealth-building
opportunities are lost because the
people involved dont take the
time to figure out a strategy for
taking action. They see a situation as a chance to become richer.
They understand its value. But
then they decide to wing it. Winging it seldom works.
One of my former protgs - a
multimillionaire entrepreneur
today - once told me that he

thought developing and implementing action plans was my
greatest strength as a businessperson. "I've been watching you
for many years," he told me.
"And I've noticed that you always find a way to have everyone
agree to do things the way you
want them done."
The truth is I dont care whether
things are done the way I want
them to be done or not. I only
want them to be done, successfully done. And thats why I spend
a few minutes before every business meeting asking myself those
four questions.
Look at every situation you find
yourself in as an opportunity to
make yourself richer. And I do
mean every situation, even the
most trivial and mundane. This
perspective should influence:

The first thought you put in

your mind when you wake up
each morning
What you listen to on your

commute to work
How you greet your boss and

fellow workers
What you talk about at the

coffee machine
Whether or not you edit that

memo
The expression on your face

and the firmness of your grip
when you shake hands with a
stranger
The conversation you initiate

with the person next to you on
a plane
Whether you buy a brand-new

car or a used one
How your voice sounds when

you answer the phone
Whether or not you use my

goal-setting program
How you prepare for your

next meeting
Whether you buy your next

shirt at Saks or Marshalls
Whether you go out to lunch

or eat at your desk
What time you get to work in

the morning
Whether you pay for or split

the tab at lunch
Remember, the capacity to create

wealth is an equation that is heavily dependent on the number of
times you seize opportunities.
Asking yourself these four questions will bring your batting average way up:
In what way is this an opportunity for me to become more

wealthy?
What is the potential of this opportunity?
What are the possible problems
with this opportunity?
What can I do to seize this opportunity?
Some of your opportunities will
be small and some large. But if
you make it a habit to approach
all of them this way, it will soon
become automatic. And before
you know it, you will have seized
hundreds even thousands of
wealth-building opportunities
each one making you a littler
richer.
ings in Early to Rise, an e-news

letter published by Agora, Inc. that
mentors more than 450,000 success-oriented individuals to help
them achieve their financial goals.
Masterson has been making money
for himself and others for almost
four decades.
Masterson is also the author of
several Wall Street Journal, New
York Times and Amazon.com best
sellers, including Ready, Fire,
Aim: Zero to $100 Million in No
Time Flat, Seven Years to Seven
Figures: The Fast Track Plan to
Becoming a Millionaire; and Automatic Wealth: The Six Steps to
Financial Independence. He is an
expert panelist for The Liberty
Street League.
Michael Masterson has developed

a loyal following through his writ11
JANUARY 2011
MARKETING
MARKETING AND BUSINESS

REINVENTION
By Dan Kennedy
In my 35 years working with business owners, entrepreneurs, and

big corporate clients, Ive seen
many approaches to marketing.
Unfortunately, most of them are
narrow, limiting, and, well, wrong.
I dont have space, here, for a
full discussion of everything
marketing is and isnt, should
and shouldnt be. But one of its
best functions has always been
business reinvention and
theres never been a better or
more necessary time for that. Of
late, the entire U.S. economy has
been weighed down with a massive over-supply of look-alike,
do-alike, painfully ordinary businesses doing ordinary things in
ordinary ways.
Walt Disney defined good marketing as doing what you do so well
and so uniquely that people cant
resist telling others about you. He
started by reinventing the amusement park. His innovations included the single entry/exit design
forcing visitors to leave through
the main shopping area and souvenir stands. (This innovation is
now replicated in the exit paths
from individual attractions within
the Disney parks.) He also initiated
the concept of paying by the day
vs. buying tickets for rides. And he
included park cleanliness as a mar-
keting function, not as a necessary

evil cost of operations.
Howard Schultz reinvented the
coffee shop as Starbucks. The
concept of fractional ownership
common for decades in time-share
real estate reinvented the private
aircraft business, exotic automobile use, even pet ownership.
(Yes, people time-share pets!)
Diana Coutu of Dianas Gourmet
Pizzeria in Winnipeg doubled her
sales thanks to innovations not at
all common to pizza places. For example, she established several levels of membership, with the fees
automatically charged to customers
credit cards every month. (This
stabilized her income and locked
in customers in advance.) She also
offered multiple ways for customers to take home her products
cooked and ready to eat, frozen
and ready to heat, from-scratch
kits (for family fun nights), and
raw dough. And she developed a
comprehensive direct-to-customers
marketing strategy built around a
newsletter and website.
Nigel Worrel reinvented the business of renting out homes to Florida
vacationers with clubs, bundled
excursion and adventure activities,
and extraordinary marketing. He
put the emphasis on the enjoyment
of the vacation, not on X number of
bedrooms plus a pool for Y dollars

a day. And his business is booming,
even while most Florida travel destinations cry about the recession.
Chris Hurn, CEO of Kennedys
All-American Barber Club, a new
national franchise that I am chief
strategic marketing advisor to
(and that was given my name) has
reinvented the traditional barber
shop by combining straight-razor
shaves, a mens club atmosphere,
and various membership programs
as opposed to cafeteria pricing.
(By the way, if you like, you can
find out more about the above
businesses at: onegreatpizza.ca and
dianasgourmetpizzeria.ca, friendsdontletfriendsstayinhotels.com,
and KennedysBarberClub.com.)
In all these cases, marketing is not
used as a means of getting a customer or making a sale. Instead, it
is used in the context of dynamically changing the business itself
and delivering an entirely different customer experience.
And with this approach, they are
thriving.
Now is the time for you to aim
higher with your business. While
your competitors are stripping
down in a panic-driven stampede to
cheap, you can and should elevate
13
your game. Dont think of marketing as separate from service and

fulfillment or merely as a means
to make sales. Instead, think about
your business as a whole with
every aspect of it working in concert to woo and wow customers.
Here is the hierarchy:

When youre at the bottom,

you think of yourself as
selling commodities
providing things that people
buy because they need them.
If youre one step up, you
think of yourself as selling
things that people want
products and services that
deliver specific benefits.
If youre one step up from that,
you think of yourself as selling
JANUARY 2011
the solutions to your customers

problems and the fulfillment of
their unmet desires.

And if youre at the top, you

think of yourself as selling
exceptional experiences.
The word meaningful is key.

In my own marketing efforts, I
never focus on selling things.
I focus on making my or my
clients business an important
and meaningful part of the customers life.
Anyone in any business can place Very, very, very few business
themselves at the peak of this
owners are willing to take such a
pyramid.
radical approach. We have a term
for them: multi-millionaires.
You begin by questioning every
industry norm, tradition, and belief. You must be willing to throw
out the ideas and practices now
defining the way you market and
operate your business.
Then you search for opportunities

to make your business something
entirely different and more meaningful to your customer than just a
provider of goods and services.
[Ed. Note: Marketing legend Dan

Kennedy has written a report,
The Professor of Harsh Realitys Blueprint for PROSPERITY
Now... in UnProsperous Times,
to help entrepreneurs not just survive but thrive in todays harsh
economic climate. And its available free to Early to Risers. Just
go here to claim your copy.
JANUARY 2011
INVESTING
USE THIS SIMPLE SECRET TO FIND

THE BEST STOCKS
By Dan Ferris
One of the secrets to finding the
very best investments is so simple, most people dont pay attention to it
If youd known about this secret
back in 1994, you could have
bought Colgate-Palmolive for less
than $10 a share and made more
than seven times your money.
back in early 1995, you could have
bought Microsoft for $4 and made
more than six times your money.
back in 2003, just seven years ago,
you could have bought McDonalds
for $13 a share and made more
than six times your money, including a growing stream of dividends.
When you take into account the
crashes of 2000-2002 and 20082009, its especially amazing that
some investors are up this much.
Whats their secret?
They look for companies with the
highest sales in their industry.
I realize this sounds so obvious its
almost laughable. Thats because the
real secrets to successful investing
arent complex. Theyre so simple,
anyone can understand them. For
example, Buy low, sell high is
laughably obvious. Its just that almost nobody has the discipline to
actually do it.
Selling the most in your industry
is the definition of success in business. Microsoft Windows runs
16
about 90% of the worlds personal

computers. Intel sells about 80%
of the worlds microprocessors.
Campbells sells more than 70% of
the worlds packaged soup. More
than 60% of the worlds credit and
debit cards say Visa on them.
Colgate-Palmolive sells more than
40% of the worlds toothpaste.
These are all excellent businesses
with huge, consistent profits.
Once a business sells more than
any other company in its industry,
it becomes incredibly difficult to
compete with. Imagine trying to
build a home-improvement business today. Youd have to compete
with Home Depot and Lowes.
Imagine trying to build the worlds
most popular retailer.
Youd have to compete with
Walmart. Walmart has probably
put thousands of grocery chains
and mom-and-pop shops out of
business. Imagine trying to make
better French fries and sell more
of them than McDonalds. Never
gonna happen. Theres no substitute for being No. 1.
Think about Amazon. It used the
Internet to sell more books to more
customers than any bricks-andmortar bookstore chain ever could.
Borders and Barnes & Noble are in
terrible shape today because they
failed to do that. They cant compete
with Amazon, because Amazon will
always be able to sell more books.
If youd bought Amazon shares just
four years ago, when they were less
than $30 each, youd have made

nearly five times your money during a time when most stock market
investors lost money. Even during
the lowest point of the financial
crisis, in March 2009, youd never
have lost money. Buying the company that sells the most was all you
needed to know.
If you sell a product people like
and want and figure out how to
sell it to more customers than any
other company, you will rule your
industry. If investors are smart
enough to know what youre doing, they can make a fortune owning your stock.
Whether its burgers, bandages, or
books, investors owe it to themselves to know about the company
that sells the most. In most cases, if
the stock is cheap enough, the top
seller is the best investment you can
make in that industry.
Not all the worlds best businesses
sell more products than their competitors, but many of them do. And
these companies should be on your
investment radar screen if theyre
not already in your portfolio.
[Ed. Note: Dan Ferris regularly
contributes to DailyWealth, a
Stansberry & Associates publication. To learn more about our research, including an amazing video on the greatest danger America
has ever faced, click here. Please
note: this video will likely offend
you. But its something every
American should see it could
have a huge impact on your life.
JANUARY 2011
PUBLIC SPEAKING
7 WAYS TO BRAND A MESSAGE

IN A SPEECH
7 Surefire Ways to Give a Speech That Brands Your
Message Into the Hearts and Minds of Your Audience
By Peter The Reinvention Guy Fogel
Whether youre a professional
public speaker or someone occasionally called upon to speak at
company meetings... or to prospective clients... you want to
make sure your audience quickly
gets your message.
The way to do it is to brand yourself. In other words, to sum up
your message with a brief, sloganlike phrase -- and build your presentation around that phrase. Sort
of like the way Rodney Dangerfield built his act around the hook
I dont get no respect.
Surf the websites of successful
marketers and youll see how they
are branding themselves -- and
their messages -- for their fans
and customers.
Yes, big companies like Coke do
it (Coke is it!)... but that doesnt
mean the little guy cant do it too!
For instance, Ive branded myself as The Reinvention Guy and
my message as Business Success
Through Reinvention.
My fellow author and speaker,
Dr. Matthew Norton, has branded himself as Americas Holistic Doctor. My colleague Mark
Mayfield uses the slogan Solid

Business Wisdom, Brilliant Comedic Style.
The beauty of using tag lines/slogans in your speeches and marketing materials is that your targeted
audience will retain more of your
message. Best of all, they will remember you.
Simply put, effective branding allows you to get into their hearts
and minds!
Okay, lets say youre not a professional speaker. Lets say youre
a hardworking staff member in an
information marketing company.
Youre spearheading an important
sales promotion. And TODAY,
youre presenting your ideas to
your tough-as-nails CEO.
You know your boss is a nononsense guy whos not easily
impressed. You also know that if
you can communicate your ideas effectively to your boss, that can open
more doors for you at the company...
especially if the sales promotion is a
-- CHA-CHING! -- success.
You have only has few moments
to make an impact on your boss
before he heads off to a jujitsu
class and punishes an unsuspecting soul into submission. That

means you have to come up with
a phrase that instantly gets your
message across.
Here are seven ways to accomplish your mission:
1. Ask yourself Whats the
main point I want to make?
Lets say youre trying to sell a
copywriting program to people
who dont know anything about
the copywriting profession. You
want to make the point that good
marketing copy is vital to a companys success. So your slogan
could be something like Remember -- when it comes to making
sales... Copy Is King!
2. K.I.S.S. (not the rock band)
The best slogans use five words
or less. Think of Ahnold saying
Ill be back! or Dirty Harry saying Cmon, make my day!
In other words, K.I.S.S. -- Keep It
Simple, Stupid!
You might remember that when
Bill Clinton campaigned against
George Bush, he used a slogan
19
that was roughly based on that

K.I.S.S. acronym: I.T.E.S. -- Its
the Economy, Stupid! And if you
were, say, selling a marketing
program, you might do something
similar...
If you want to exponentially
grow your company year and
year out, if you want a fail-safe
method to accomplish this... you
absolutely must adhere to the
I.T.M.S principal -- Its the Marketing, Stupid!
3. Use rhythm.
It dont mean a thing if it aint
got that swing.
Slogans with a musical rhythm to
them are easier to grasp, remember, and internalize. You know
how easy it is to remember nursery rhymes -- and how hard it is
to get a favorite song out of your
head. (Everybody was kung-fu
fighting! Yes, I am aging myself
now.) Same idea.
JANUARY 2011
to stick in the brain. One of my

favorites: Wassssuuuuuuppp!
Or Tony the Tigers: Theyre
grrrrrrrrrrrrreat!
Giving a speech on leadership
to your local Chamber of Commerce? Try repetition: Be Accountable... Be Straightforward...
Be Consistent!
Presenting a new dog re-training
manual to the head of a pet store
franchise? Try a branding line that
brings a smile to his lips: Give Your
Dog a Whole New Leash on Life!
Speaking of humor... for some
reason, k sounds and p
sounds are funny. Ketchup and
cantaloupe are funny words.
And God bless you if you can
somehow incorporate them into
your slogan.
6. Tell em what you want em
to do.
Your speech should inspire BUT

also have a call to action. You
4. Create a slogan that fits your want to motivate your audience to
take the action that will give them
message -- and only your
the results youre talking about. So
message -- like a glove.
if you can, try incorporating a call
Try not to use a slogan thats
to action in your slogan. Nikes
been done to death -- even if it is
Just Do It is a great example.
perfect for your message. GivBrainstorm with verbs like
ing a speech on how to improve
self-confidence in the competitive seize, capture, conquer, and
business world? How about First grasp to come up with a slogan
Believe... Then Achieve? Giving with a powerful call to action.
a speech on nutrition? How about (Now, YOU can Master the Art of
Persuasive Public Speaking and
Look Before You Eat!?
Earn High Speaking Fees!)
5. Play with words.
7. Tell em once and tell em
Reinforce your core message by exagain.
pressing it in an unusual or fun way.
You should incorporate your
Words that begin and end with
branding phrase about six times in
consonants, for example, seem
a 60-minute presentation. Always
20
begin with it -- and definitely end

with it.
Brand yourself, brand your message. Rinse and repeat for continued success.
Oh, and dont be surprised if, at
the end of your presentation, when
youre mingling with members
of your audience, folks start approaching you, slapping you on the
back, and repeating your phrase
over and over again. Thats when
youll know youve done your job!
[Ed. Note: Peter The Reinvention Guy Fogel is a sales writer,
corporate speaker, and award-winning humorist who has worked
on over 18 television shows, including Married With Children,
Whoopi with Whoopi Goldberg,
and HBOs Comedy Central. He
is a National Speakers Association Keynote Speaker who gives
presentations to corporations and
associations on reinvention, copywriting, and public speaking. For
more information on his products
and to sign up for his FREE 7
Days to Effective Public Speaking E-Course (a $75 value), go to
www.publicspeaklikeapro.com.
Ready to see Peters public speaking rules in action? And get an indepth look at how Early to Rise
-- and a dozen of the most successful Internet business builders
-- make millions each year? Then
check out ETRs Info-Marketing
Bootcamp DVD set based on our
event in November Youll learn
the latest in e-mail list building,
search engine optimization, frontend and back-end marketing,
copywriting, online marketing
strategy, and much, much more.
Find out more here.
JANUARY 2011
PUBLIC RELATIONS
PRESS FOR PENNIES

By Wendy Montes de Oca
Company achieved a milestone?
Launching a new product? Uncovered interesting statistics
from a survey?
These are great reasons to create and distribute an online
press release and increase your
online presence and drive traffic to your website. But you
can also use it to leverage your
newsletter content.
Press releases are effective
vehicles for creating buzz and
assisting in your SEO (search
engine optimization) efforts
through syndication back links
-- that is, links from other blogs
and websites that picked up
your release and republished it.
There are many free press distribution services on the World
Wide Web to help get your
word out. But theres a criteria to be followed if you want
your release to get snatched up
by media, bloggers and online
news aggregators like Google
News and Yahoo News.
Here are five easy ways to leverage online press release...
Although most free PR distribution services have a release
template that you can upload
your release through (as well as
keyword selection tool), consider using a standard PR template
as a guide. This will help ensure
your release is constructed as a

legitimate press release. Heres
a great one I use: http://www.
press-release-writing.com/
press-release-template.htm .
Its important to make sure your
press release is newsworthy,
written well, has value-oriented
information and is editorial in
nature. It should also have a
strong, keyword-rich headline,
subhead, and lead (introductory
paragraph). It shouldnt be selfserving (i.e. blatantly promoting yourself or your website).
Since search engine spiders
scan pages from top to bottom,
your top 10 keywords, as far as
density, should also be heaviest
from top of the document to the
bottom. Some helpful keyword
search tools include: http://
freekeywords.wordtracker.com/
, http://www.google.com/sktool/
, or https://adwords.google.
com/select/KeywordToolExternal . These will help you identify keywords that have good
search volume and fits your target audience.
Another PR basic, but often
gets overlooked, is to make sure
your release in written in the
third-person and you include
1-3 quotes about the main person the release is built around.
Dont forget to use spell check
and proof your release. If there
are spelling or grammatical er-
rors, it will ruin your credibility. Remember to include only

one or two links to your website
at the bottom of the release,
such as, to read the full article
or schedule interviews, contact
at (add your web address).
Recycle your newsletter content
through press releases. Take editorial content and repurpose it
to be exciting, newsworthy, and
consumer driven. You can often
use the same copy with minor
edits for flow and format.
If you use a PR Distribution
service like PRWeb or Business Wire (for a nominal fee),
in addition to online media
your release will also be available to traditional media which
includes major national and regional print publications. However, theres plenty of effective,
free online services that I like
to us such as www.PRlog.org ,
www.free-press-release.com ,
and www.i-newswire.com .
Press Proof
Online press releases have
helped me personally promote
my business as well as become
a cost effective and viable way
for me to help drive traffic to
my clients websites as part of
their search engine marketing
(SEM) and social media tactics.
And its measureable!
21
JANUARY 2011
an increase in client website traffic up to

50% during the week of the release. Using
Google Analytics, Google Organic Search,
and Back-Link Checker tools, I was able to
see quantifiable surges in traffic as well as
the viral element. By looking at the referring websites and knowing where I disseminated my release, I could see who picked up
the release and published it on their site. If
the release was posted on a site that I didnt
upload the release to, I could conclude it was
passed on virally -- further helping SEM efforts via back linking and buzz. I also uploaded the release to social media sites for
added traffic and market awareness.
So dont overlook the power of the free online press release. As I always say, if youre
a strategic and creative thinker, youll be able
grow your business for practically pennies.
For instance, with many of my clients, including Dr. Jonny Bowden, Bob Bly, Clayton Makepeace, and AppleBoost, online press releases
were an active part of their SEM efforts.
I would take an existing newsletter article that
was written by the editor and simply repurpose
the content in the form of a press release. I
would make the headline attention grabbing
and newsworthy but also keyword-rich from a
search engine standpoint. I would then continue
the keyword density in the first paragraph and
add some relevant quotes in the release. In the
closing paragraph, I would add a final quote as
well as a call-to-action, which would be something like, click here for more information or to
sign up and would link to the clients newsletter
sign up page.
The results were clear and on average showed
22
P.S. Search engine marketing with press releases is a very important technique. But as
far as running an online business, its just
one of many elements. To get a step by step
guide of everything you need to start and
building your own Internet venture then you
should seriously consider the ETR Perfect
Home Business Quick-Start Kit. With this program, youll learn how to: determine if your
business idea is viable, launch a search engine
friendly website, write attention grabbing copy,
create fierce online buzz, and more! Check it
out, youll soon be on your way to starting your
own money-making, Internet-based business.
[Ed. Note: Wendy Montes de Oca, MBA has nearly
20 years of marketing experience with Fortune 500
companies and top publishers. She is the President
of Precision Marketing and Media, LLC and publisher of Precision Marketing, one of the Webs best
free newsletters packed with powerful and proven
secrets to grow any business on a shoestring budget. Click here now for your free subscription!]
http://www.precisionmarketingmedia.com/newslettersignup.html
JANUARY 2011
PERSONAL GROWTH
THE POWER OF SOLITUDE

By Brian Tracy
In my last ETR essay (Accessing

Your Inner Guidance), I gave you
three questions to ask yourself. The
objective was to get in touch with
your feelings to look deep inside
in order to evaluate your life and determine what truly makes you happy.
The most important part of this process of getting in touch with your
feelings is to begin to practice solitude. Solitude is the most powerful
activity in which you can engage.
Men and women who practice it correctly and on a regular basis never
fail to be amazed at the difference it
makes in their lives.
Most people have never practiced
solitude. Most people have never sat
down quietly by themselves for any
length of time in their entire lives.
Most people are so busy being busy,
doing something even watching
television that its highly unusual
for them to simply sit, deliberately,
and do nothing.
But as Catherine Ponder, the author
of many inspirational books, points
out, Men and women begin to become great when they begin to take
time quietly by themselves, when
they begin to practice solitude.
To get the full benefit of your periods of solitude, you must sit quietly
for 30 to 60 minutes at a time. If you
havent done it before, it will take
the first 25 minutes or so for you to
stop fidgeting and moving around.
Youll practically have to hold yourself in your seat. Youll have an almost irresistible desire to get up and
do something. But you must persist.
Solitude requires that you sit quietly,
perfectly still, back and head erect,
eyes open, without cigarettes, candy,
writing materials, music, or any in-
terruptions whatsoever for at least 30

minutes. An hour is better.
Become completely relaxed and
breathe deeply. Just let your mind
drift. Dont try to think about anything. The harder you dont try,
the more powerfully it works.
After 20 or 25 minutes, youll begin to feel deeply relaxed. Youll
begin to experience energy coming
into your mind and body. Youll
have a tremendous sense of wellbeing. At this point, youll be ready
to get the full benefit of these moments of contemplation.
The incredible thing about solitude
is that, if it is done correctly, it
works just about 100 percent of the
time. While youre sitting there, a
river of ideas will flow through your
mind. Youll think about countless
subjects in an uncontrolled stream of
consciousness.
Your job is to relax and listen to your
inner voice. At a certain stage during
your period of solitude, the solutions to the most pressing difficulties
facing you will emerge quietly and
clearly, like a boat putting in gently
to the side of a lake. The answer that
you seek will come to you so clearly
and it will feel so perfect that
youll experience a deep sense of
gratitude and contentment.
You may get several answers in one
period of quiet sitting. But youll get
the answer to the most important question facing you every single time.
When you arise from this period
of quiet, you must do exactly what
has come to you. It may involve
dealing with another person. It
may involve starting something or
quitting something.
Whatever it is, when you follow the

guidance that you received in solitude, it will turn out to be exactly the
right thing to do. Everything will be
okauy. And it will usually work out
far better than you could have imagined. Just try it and see.
That brings us to the final point
on getting in touch with your
feelings: You must learn to trust
yourself. You must learn to take
time to listen to your emotions and
your feelings as to what makes
you happy or unhappy, as to what
feels right or wrong. You must
absolutely trust that what is right
for you is the right thing to do.
You must never compromise on
what your inner voice tells you
to do. You must never go against
what you feel to be correct. You
must develop the habit of listening
to yourself and then acting on the
guidance you receive.
When you listen to yourself and act
on what you hear inside, you are
setting out on the road to personal
greatness.
[Ed. Note: Brian Tracy, author of
the new book No Excuses!: The
Power of Self-Discipline, was born
in Canada in 1944 and grew up
in California. After dropping out
of high school, he traveled and
worked his way around the world,
eventually visiting 80 countries on
six continents. His extensive studies in business, sales, management,
marketing, and economics enabled
him to become the head of a $265
million company before he turned
his attention to consulting, training, and personal development.
For information on how you can get
No Excuses!: The Power of Self-Discipline, click here.
25
JANUARY 2011
GOAL SETTING
THE FALSE INDICATORS OF

SUCCESS AND FAILURE
By Bob Cox
There are three emotional levels

most everyone experiences during
their journey through setting and
achieving their important life goals:
1. THE HIGH
2. THE LOW
3. THE PLATEAU
When a positive experience (the
high) impacts one of our goals,
we become very excited and say,
This goal is going really great!
When it happens to me, I usually
say to my wife, Karin, This is going to be easier than I imagined.
I take that positive experience
that moves my goal forward and
extrapolate it out to a larger universe. The goal becomes a conceptual video in my mind that is
now nearly achieved. However,
though this high point in reference
to my goal is good news its
not an indication that Im going to
achieve the goal without continued hard work and persistence.
When a negative experience (the
low) impacts one of our goals,
we become sad and a little discouraged and say, This goal is
not going well. When it happens
to me, I usually say to Karin,
This is going to be more difficult than I imagined.
I take that negative experience
that slows down my goal and
extrapolate it out to a larger

universe. The goal becomes a
snapshot in my mind frozen in
time and it seems as though I
will never achieve it. However,
though this low point in reference
to my goal is disappointing its
not an indication that I cant or
wont accomplish the goal.
The highs and lows are both
great deceivers!
They are false indicators of success and failure, as they are simply moments in time.
Let me share part of a recent posting on the Total Success Achievement Epiphany Alliance forum
that was made by one of our
members, Pete:
Since my last update, I have been
continuing to follow the Goals
Program and use the ETR Daily
Planner. Unfortunately, I have not
been able to spend as much time
on my LIFE goals and online side
business as I want. My full-time
business has been extremely busy
the past few months, and we are
just now entering our seasonal
busy period yes, even manufacturing has a busy season when next
years models are being launched.
I have had to focus most of my time
and energy on this business since it
does pay the bills.
I do work on my online business
a couple of days/nights per week

and on weekends and I am still
progressing toward my goals.
Slow but steady! Sometimes
that wins the race, right?
Petes done himself a huge favor by recognizing that he IS
progressing on his goals (including honoring his work commitments). His positive attitude is
the way to get past the most common obstacle to achieving our
goals the plateau.
The plateau is when you reach
a point that makes you feel like
youre stuck in neutral.
For example
Your goal is to lose 15 pounds this
year. So far, youve lost 5 pounds,
but havent lost any more weight in
several weeks or months.
Or
Your goal is to increase your income by $30,000. So far, youve
bumped your income up by
$10,000, but it no longer seems to
be increasing.
The reality is that these flat
spots are normal and part of
the goal achieving process!
What can you do to push past
these plateaus? The best way is to
think like Pete and take continued
27
positive actions toward your goals.

If you feel like youre stuck in
neutral, heres what I want you
to do. Schedule 10 minutes with
yourself (10 minutes of quiet
time) each morning for the next
week. During that time, remember
WHY you set that goal. Visualize
the benefits of achieving the goal.
In addition, ask yourself these
questions:
Have I allocated enough time
to accomplish this goal?
This is the most common problem
that I have discovered during the
one-on-one coaching calls I make
to members of the Epiphany Alliance program. Make sure youre
not overreaching by trying to accomplish a goal in an unrealistic
amount of time.
Have I asked other people for

their help?
There is no one right way or set
formula for every person and
goal. You need to be creative and
open to suggestions and ideas.
Do I have too many goals?
In speaking with members of the
Epiphany Alliance program, I find
that they often make three financial goals for the year in addition
to their health, personal, and social goals. My recommendation
is to make only one goal in each
category.
My goal experiences have taught
me to make my promises
to myself sparingly and keep
them faithfully. This (which has
become my simplified personal
JANUARY 2011
mission statement) keeps me from

overextending myself and,
thus, underperforming.
A lifetime of success is at your
fingertips. You merely need to
reach for it. Turn your goals
into promises take continued,
positive actions and you will
achieve success and recreate
success in whatever you pursue, for the rest of your life.
[Ed. Note: You can change your
life and accomplish all your goals
with simple strategies like the
ones Bob Cox just shared. For
dozens more ways to turn your
dreams into reality -- plus tons of
goal-setting tools and motivation
to get going -- sign up for ETRs
Epiphany Alliance program.
Learn more here.]
JANUARY 2011
CREATIVE THINKING
SILLY IDEAS CAN BE GOOD

Why You Shouldnt Be Scared of Silly Ideas
By Glenn Fisher
It was an experimental wine that Thierry had been
working on
He thought it had potential, so he decided to share it
with Guy.
He poured two glasses. They sipped it.
After theyd both appreciated it for a few minutes, Thierry declared in heavily accented English
Now zat iz what you call a phet best-ard!
And so the wine and Thierrys winery was named.

The point: Dont be afraid of silly ideas
Thats the advice Paul Arden gives in his book Its Not
How Good You Are, Its How Good You Want to Be.
And its advice that I agree with big time.
Fat Bastard wine is just one example of a silly idea that
turned out to be very successful. I mean, who in their
right mind would call a wine Fat Bastard?
Yet, it worked brilliantly
In just six years, it became an international success, selling hundreds of thousands of cases. In fact, the brand was described by BusinessWeek as a marketing
phenomenon.
I actually remember first seeing a bottle of
Fat Bastard in a Tesco in Grimsby a couple
of years ago. And Im not surprised its stuck
in my memory
Imagine looking along your typical supermarket wine shelf. Theres Chateau This
and Chateaux That and then, right in the
middle, theres a bottle of Fat Bastard!
Its an absurd name almost juvenile. But
attention-getting and unforgettable.
Arden quotes John Cleese as saying:
High creativity is responding to situations
without critical thought.
Thats what happened with the wine
Thierry and Guy werent thinking critically
when they decided to name the wine. They
just went with it.
I bet there was a lot of critical thought
afterward, as various suits undoubtedly told them it was a silly idea. But they
30
stayed with it, and ended up with a

hit on their hands.
Using Silly Ideas to Solve Your
Problems
Arden also talks about how thinking silly can help you overcome a
mental block
This resonated with me, because its
something I often do if I get stuck.
Youre faced with a problem at work
and you need to come up with a solution, but your brain just isnt firing.
It happens to us all, right?
You sit there trying to figure it
out, but you end up going round in
circles.
The problem remains.
One of the reasons your brain
might not be firing properly is because youre being too critical of
yourself Youre so concerned

with coming up with the right solution, first time, that youre blocking your brain.
As Cleese said, creativity is responding to situations without critical thought. So, you need to dump
that critical thought and start thinking freely, start thinking silly.
Ardens approach, here, is twofold
First, he recommends doing the
opposite of what the solution requires
And second, he recommends looking out the window and using
whatever catches your eye be it a
man in the street, a television aerial,
whatever as a possible solution to
your problem.
Both ideas sound strange, but its exactly this kind of illogic that shakes
up your brain and gets it thinking

about your problem and its solution in a different way.
So whenever youre struggling to
come up with a solution to a problem youre facing
Follow Paul Ardens advice and start
thinking silly Your silly idea
might just turn out to be the best one
you ever have.
[Ed. Note: After studying business,
economics, politics, and creative
writing -- and working for many
years in local government -- Glenn
Fisher joined Shortcut Publications
as the editor of their flagship publications,Shortcut Bulletin and Shortcut Confidential. Glenn has developed a loyal following by helping
and inspiring his readers to achieve
personal and financial freedom. To
receive Glenns free, daily e-letter, go here.
31
JANUARY 2011
PERSONAL SUCCESS
PROGRAM FOR SUCCESS
Mind Games: How to Program Yourself for Success

By Clayton Makepeace
The simple, objective fact is, there
is absolutely, positively no reason
why you shouldnt have it all.
Billionaires are not a billion times
more deserving than you are. Nor
are millionaires a million times
smarter than you.
If IQ points were dollars, Steven
Hawking would be lots richer
than Bill Gates. Plenty of people
who are dumber than you are
living spectacularly successful
lives. Not to mention folks with
less talent.
People who started out poorer than

you make it to the top every day.
So do folks with lousier health and
severe physical limitations.
Want to light a fire under your career? Examine and then disabuse
yourself of the false beliefs that
block you and the excuses you use
to let yourself off the hook.
Once you fully realize deep
down, with every fiber of your
being that you deserve success
just as much as the next guy or
gal, there is no obstacle you cant
surmount. Nothing repeat,

NOTHING will be beyond
your grasp.
Its completely up to you.
Nobody cares as much about your
success and happiness as you do.
Nobodys willing to work as hard
to make you successful as you are.
If you wait for some guru, some
philosophy, some deity, or the
universe to make you successful,
youre probably going to be waiting a long, long time.
Its only when you invest the

time and effort to do the practical things required to succeed that
true miracles begin to happen.
Case in point:
In 1968, I was a high school dropout earning $1.40 an hour.
Today, Im a high school dropout
who (in a good year) earns nearly
1,000 times more than that. Thats
a 96,328% raise in pay.
Pretty miraculous, huh?
Want to know the secret? Want to
know how I did it?
By working my butt to the bloody
bone for nearly four decades
thats how:
Investing the skull sweat required
to learn every blessed thing I
could about my craft
Enduring the humiliation of rejection repeatedly by companies I would have done just about
anything to work for
Slaving over a hot typewriter 40,
60, sometimes 80 hours in a week
to produce the best sales copy I
was capable of
Quietly enduring pride-shattering
criticism of my beloved work
product often by pompous morons who couldnt write a winning
sales letter if youd held a gun to
their heads
Rubbing my own nose in my
failures until Id painstakingly
extracted every last lesson I could
learn from them
Doing it all for peanuts at first,
and scrimping and saving just to
keep my family fed, housed, and
clothed
And, of course, by finding the
strength and the stones to get up

each morning and do it all over
again for years and even
when my own family doubted Id
ever make it to the top.
I guess I could have just stayed in
bed and thought or believed
my career into existence.
Lucky for me, I didnt do that.
Visualize Triumph
So how did I and every other
top copywriter and marketer on
the planet willingly, even eagerly, endure what you must endure to succeed?
By understanding that while the
human brain may not be able to
create new universes on demand
or alter objective reality, it is
capable of doing more than just
reasoning, learning, remembering,
and keeping your hat up.
Im constantly amazed at how
many great copywriters use visualization to unlock their creativity
and to find the motivation to keep
going when it would be easier just
to quit.
Fact is, most top writers Ive interviewed hold four visual images
in their minds during the creative
process
1. Visualize your prospect. Live
salespeople have a huge advantage over us. Since theyre eyeball
to eyeball with their prospect,
they know precisely how hes responding to everything thats happening in the sales conversation.
They can read their prospects
body language facial expressions and even the inflection in
his voice. And they can use that
information to identify unspoken
objections sense skepticism and
assuage it with proof elements
JANUARY 2011
judge when the prospect is growing tired of the conversation or

becoming distracted and much,
much more.
So after Ive consumed my research and before I begin writing
a promotion, I like to take a few
minutes just to think about the
person with whom Im about to
have this conversation.
Who is your prospect? Where is
he when he is reading my copy?
What else is going on in the room
at the time?
What core beliefs does your prospect have about companies like
yours, products like yours, and/or
about the subject at hand? What
dominant emotion is your prospect most likely to experience as
you raise this subject with him?
If you were attempting to make
this sale in person, what would
you say? More important, how
would your prospect respond to
the things youre saying?
After considering all that, instead
of attempting to write red-hot
sales copy, have a simple chat
with your prospect all the
while sensing how he is most likely responding to each proposition
and promise you make.
Perhaps the greatest difference between A level copywriters and
everyone else is that top writers
have developed a sixth sense that
tells them what their prospects
are most likely to be thinking and
feeling as they move through the
sales copy.
Whats the best way to develop
this sixth sense?
Two suggestions:
First, practice on real folks in the
real world. Next time and every
33
JANUARY 2011
time you have a conversation with someone, have your feelers out. Look for
clues that tell you what theyre thinking
and how theyre feeling about the conversation. Make this a habit and before
you know it, youll become a pro.
Second, make it a habit to read promotions written by other copywriters through
the prospects eyes. Instead of looking for
techniques the copywriter used, visualize
how you think a typical prospect is most
likely to respond, both intellectually and
emotionally, to every headline, subhead,
and block of body copy.
I think youll be amazed at what you
learn how much stronger your copy
becomes and how much higher your
response rates climb as you develop
this skill.
2. Visualize your client. This technique
has to do with energizing you, motivating
you, and unleashing your creativity
As Im writing, I hold a mental image of
my client being absolutely blown away by
the brilliance of my first-draft copy.
I see myself delivering my copy the
phone rings and my client raves about
how powerful this promotion is.
See, I only tell folks I do this for the money. The
truth is, the ego boost I get from impressing my clients is every bit as rewarding for me.
And visualizing that emotional reward gives me
more than enough motivation to do whats necessary
in each draft to produce the highest-quality work Im
capable of.
3. Visualize your payday. Every top writer I know
does this.
The mental image goes something like this: The
phone rings. Its the client. My promotion is blowing
the doors off of everything else theyve ever mailed.
His phones ringing off the hook. Each call is a new
customer placing an order.
Plus, every day, the post office pulls a huge tractortrailer up to his offices and unloads bags stuffed with
more orders. They had to add two more shifts just to
count the money thats pouring in.
34
Best of all my $150,000 royalty check is in the mail!

I see myself walking out to my mailbox and finding
the check. Proudly showing it to my wife. And I lose
myself in all the cool things Im going to do with that
money and all the other royalty checks that promotion is going to earn me in the year ahead.
Hey if that isnt enough to make you pull out all
the stops, nothing will!
4. Visualize how your success will change your life.
When I first began freelancing, the money wasnt so
good. I barely made enough to provide for my family.
So I went on a shopping spree.
Not a real one, mind you. It was just a fantasy. A
friend and I sat down and made lists of all the things
we wanted and all the things we wanted to do.
We designed our dream lives in painstaking detail
and put it all down on paper.
And when I say painstaking

detail, I mean I wrote down
where I wanted to live (Prescott,
Arizona), then researched how
much my dream house would
cost me there.
I picked out my dream car, went
down to the dealer and worked out
what the color, options, price, and
payments would be.
I wanted to become a private
pilot, so I visited a local flight
training school to see what that
would cost, how long it would
take. And I wanted my own airplane, so I shopped around for
just the right one.
Then I added up what all the
things I wanted would cost. And
figured out that when I got my
income to just $75,000 per year
($223,917 in todays dollars), my
dream life would be mine.

Because if you dont have a clear
vision of where youre going,
youll never get there.
Until I went through this exercise,
I had only half the picture. I knew
what the vision was costing me.
But the rewards I was working
for were fuzzy, unfocused. Now I
could see my dream house, smell
the leather in my dream car. They
were real.
From that moment on, I had a
crisp, crystal clear mental image
of why I was going to work every
day. Why I was putting in the long
hours. Why I was enduring the humiliation of rejection and failure.
And then, I did something else. I
began bringing my rewards forward.
Rather than waiting years to

realize my full vision, I gave
myself small rewards along
the way. I took my first flying
lesson. Moved the family to
Prescott (although not to my
dream house). And every time a
piece of my dream life fell into
place, I was reborn.
Give it a try. Youll be amazed at
the energy and enthusiasm it
brings to your work!
[Ed. Note: In addition to his
work as a direct response strategist and copywriter in the
wealth and health fields, Clayton publishes the highly acclaimed e-zine The Total Package to help business owners
and copywriters accelerate their
sales and profits.]
35
JANUARY 2011
MARKETING
SIX WAYS TO TURN A NO INTO YES

By John Forde
By focusing obsessively on how to

make an idea smooth, says marketing maven Seth Godin, You can
dramatically increase its velocity.
But let me ask you
What good is a juggernaut of a marketing idea if its headed straight for
a brick wall of buyer resistance?
Its common for even experienced
marketers to leave the overcoming of buyer resistance almost to
chance. Push benefits, and they
will buy. Load up on premiums,
and they will buy. Turn cattle
prod to stun, and they will buy
But make no mistake. Not only is
that often not enough the truth
is that even good buyers come
to you with hidden doubts. Fail
to address them head on and you
may fail to sell.
The good news is, once you identify those objections and set out to
overcome them, one by one, you
could be looking at your next breakthrough sales promotion.
In fact, your customer if you

chose him right wants to buy.
The question at stake is whether or
not he wants to buy from you
Imagine that you just called your
prospect during dinner. He answers.
You start reading your sales pitch
over the phone. What happens next?
You can imagine.
Even if youve called the right prospect, he doesnt want to talk to you.
He doesnt have time to talk to you.
His soup, my friend, is getting cold.
No, no, no, he says. What would
you have to say to get him to say
yes? Studies show that if you can
get a prospect to say yes to anything even a question about the
weather theyre more receptive
to what follows.
But this is a cheap tactic, dont you
think?
Far better is a targeted, personal
reversal of the negative replies. A
strategy that turns every objection
into another selling opportunity.
What might that entail?
A while back, I read an article in

Inside Direct Mail by copywriter
Dean Rieck.
With every product, theres an infinite permutation of objections. Here

are just a few general examples:
Dean wrote: Selling is simply offering the right product to the right
people at the right time in the right
way you arent forcing your
customer to say yes, youre taking
away his reasons to say no.
If your prospect says Its not for

me
For most writers-in-training, thats a

revelation.
Selling is not brilliant creative. Its
not trickery.
Its not even brute force.
This might just mean you have to

target your message more carefully. Selling to the wrong audience
wastes money. So does selling to
the right audience with the wrong
message. Dean Rieck in the article mentioned earlier called this
The Identification Barrier.
Opportunity: Show the reader tes-
timonials from people like him. Or

paint a picture of the person the
prospect wants to be and show the
idealized person using your product.
Also, make sure youre targeting a
specific audience. Overly wide appeals fall flat.
If your prospect says, I dont have
time to read your offer
Hes really saying that hes bored.
And he doesnt see enough immediate benefit to go on reading your
promotion.
But the truth is, we make time for
interesting things. War and Peace,
for example, at well over a thousand
pages, has held many a reader.
Opportunity: Find the hook. Open
with a benefit or jump right into
telling a story. When the going gets
interesting, people hang on to find
out how things end. Quizzes, checklists, and fresh news keep readers
involved too.
If your prospect says, Its more
than Id like to spend
Remember, its never about price.
Its about value.
When a prospect says your prices
are too high, hes really telling
you that the value of your product
sounds too low. It doesnt have
enough benefit to get him to pay the
asking price.
Opportunity: Find services like
yours that cost more and build a
comparison. Sweeten the deal with
better premiums. Put a value on the
results of your service and compare
them more closely to the cost.
If your prospect says, I dont know
who you are
37
JANUARY 2011
Hes really telling you he needs

to trust you and wants to see your
credentials. Testimonials and track
record are obvious solutions. But
there are some others
builds, or out-races your competitors product or service.
Opportunity: Try answering questions like these: Where do you do

business and why? Who are your
clients, especially your famous
ones? Where did you get your training, learn your trade, and hone your
craft? Give some success stories.
Have you won awards or seals of
approval?
Your prospect is not feeling the urgency of your offer.
If your prospect says, Ive heard all

this before
Hes telling you to fix your Unique
Selling Proposition (USP). How do
you stand out in a crowd? You need
to give him proof.
Opportunity: Check out your competition. Compare offers and make
yours stronger. Offer a stronger
guarantee. Look for ways your
product or service out-paces, out-
If your prospect says, Id rather

take some time to think about it
Opportunity: Small issue layout.

Bold colors like red and dark blue
and bright yellow are more urgent
than brown and orange and pastels.
A much bigger issue the wording
of your offer and close. Is there a
deadline? If not, make one. Is the
product scarce? Tell them. Is there a
reward for early orders?
Even as a filtering device, making
a list of possible prospect objections is useful. It can help you fill
holes in your sales pitch. It can also
help you SHRINK the pile of facts,
figures, and other bits youve collected so your message can focus
on what counts.
In the end, whats the real benefit?
Knowing your prospects potential objections gives you a better

understanding of him a better
understanding of your products
benefits and how they relate to
him
Plus, it gives you much clearer opportunities to demonstrate your
products value a test for holes in
your arguments and renewed confidence in what youre selling
Frankly, wouldnt you have to be
crazy to say no to all that?
[Ed. Note: To get more of John
Forde's wisdom and insights into
copywriting (and much more), sign
up for his free e-letter, Copywriter's
Roundtable. If you sign up today,
you'll get $78 worth of free gifts
-- including John's special "Power
Brainstorming Toolkit" and his ebook "15 Deadly Copy Mistakes
You Can Easily Avoid"... plus a
third secret bonus. For details, see
John's sign-up page.]
JANUARY 2011
PERSONAL GROWTH
BE RELENTLESSNESS IN
PURSUIT OF YOUR DREAMS
By Robert Ringer
Although virtually everyone

agrees that time is money, Im
convinced most people only pay
lip service to this truism. If youre
really serious about it, you need to
come to grips with the reality that
the key ingredient for converting
time into money is self-discipline.
The greatest catalyst for an undisciplined person is pain, and pain
comes in many forms.
Physical pain, for instance, can
be the catalyst for becoming
self-disciplined when it comes
to exercise and healthy eating.
Financial pain can be the catalyst
for having the self-discipline to
work when youre tired or sick, or
when youd rather be out having
fun. And then theres the pain that
comes from a lost love, which can
give you the self-discipline to be
a better partner when love comes
your way again.
Years ago, when I was still single,
I became good friends with a professional football player who was
something of a celebrity due to his
stellar performance in the NFL.
Bill was not only a phenomenal
athlete, he was extremely intelligent and possessed extraordinary
talents in many other areas.
Bill approached me at the health
club we both belonged to and introduced himself. He said he had
read my first book, and considered

it to be his bible. Obviously, I
was flattered.
Bill had been working on a book
of his own for a couple of years,
but was having trouble completing it. As I got to know him over
the next three years, it became
easy to see why. Notwithstanding
everything he had going for him,
he was totally lacking in one important area: self-discipline.
At that stage of my life, I was
attracted to the proposition of
having a good time, but I never
allowed that to interfere with my
work. I normally went to bed between 8:30 p.m. and 9:00 p.m.,
woke around 4:30 a.m., jogged a
few miles, and was at my Selectric typewriter by 8:00 a.m. or so.
As a result, over the three-year
period I was friends with Bill, I
wrote two more books, both of
them bestsellers.
book, endlessly reorganizing his

material, and tinkering with of
all things the title. To me, these
appeared to be nothing more than
stalling tactics to avoid the gutwrenching work of actually bringing his book to completion.
As a result, Bill missed his window of opportunity. Because, as
everyone knows, fame is fleeting. The door closes very rapidly
once youre out of the limelight.
While he was playing in the NFL,
it would have been easy for him
to find a major publisher for his
book. When you get your shot in
life, you have to take it.
When I look back on my relationship with Bill, there were two defining moments.
Through it all, Bill was constantly

urging me to live it up with
him. Hed often chide me, saying,
Cmon, dont be a party pooper.
Lighten up. Sometimes, youve
got to let it all hang out.
The first occurred when I was putting in 14- to 16-hour workdays,

seven days a week, on my books.
I vividly recall Bill looking very
discouraged after I refused to
party with him one night. How
could I ever compete with someone as self-disciplined as you?
he said. Youre relentless. You
would just wear me down through
attrition.
During that three-year period,

while I was finishing two successful books, Bill spent his nonpartying time moaning and groaning
about changing the premise of his
It struck me as bizarre that this

famous, multitalented person was
telling me he couldnt compete
with me. Ridiculous. The truth of
the matter is that he could have
39
written two or three bestselling

books in the time I knew him.
In fact, with 100 percent effort,
he could have beaten me at just
about anything. And doors were
open to him that certainly werent
open to me. He would have had a
good shot at an acting career or
maybe broadcasting.
Instead, Bill chose instant, daily,
and (worse) nightly gratification
over potentially huge benefits
down the road.
Maybe Bill was just lazy, right?
Sorry, not a valid excuse. The
truth is, most people are lazy at
heart especially most successful people. They become selfdisciplined out of necessity.
Every morning I have a little
fight with myself, a very successful marketer once told me. I
have to force myself to haul it out
40
JANUARY 2011
of bed and into the office. Well,

I know the feeling. Everyone who
has heard me speak knows how
strongly I believe in the need to
force yourself to take action.
The second defining moment in
my relationship with Bill was
when he told me he had developed the ability to bluff his way
though practice after a hard night
out on the town. He said he had
mastered the art of going through
the motions in such a way that it
appeared that he was working at
full throttle.
Sadly, Bill carried that same attitude into his aborted writing
career and life beyond football. In
my view, its the reason hes not
ensconced in the Pro Football Hall
of Fame, where others with less
talent but far more self-discipline
will be forever honored.
Self-discipline is about restraining, or regulating, your actions

repressing the instinct to act impulsively in favor of taking rational, long-term-oriented actions.
My short-lived friendship with
Bill was immensely beneficial to
me. It made me realize that selfdiscipline a trait that every human being has the capacity to develop gave me the power to
outperform people who are far
more intelligent and talented than
I am.
[Ed. Note: If you're ready for a
treasure chest of proven ideas,
strategies, and techniques that
are guaranteed to dramatically
improve your dealmaking skills
-- and, in the process, increase
your income many times over
-- you won't want to miss Robert
Ringer's bestselling audio series,
A Dealmaker's Dream.]
JANUARY 2011
COPYWRITING
PRODUCE BREAKTHROUGH
SALES COPY
How to Evaluate Creative: A Checklist to Help You

Produce Breakthrough Sales Copy
By Drayton Bird
I have always seen myself as a

kindly, helpful soul but clearly
my memory fails me.
Back in my Ogilvy & Mather Direct days, people quickly turned
their computer screens blank whenever I materialized in the creative
department. Seems I had the nasty
habit of reading the sales copy they
were writing out loud and making
derisive comments.
I only recently found this out from
Steve Harrison, who worked with
me at Ogilvy & Mather (and ended
up running his own agency, then
selling it for a goodly sum).
Did I terrify people into producing
great sales copy? I prefer to think
the 30-point checklist Im going to
share with you today did the trick.
Here it is
How to Evaluate Creative
The Big Four
1. Review against the objective.
2. Zero in on the big things not

the trivia.
Never mind quibbles about grammar, punctuation, and illustrations.
Decide whether your idea is right
then turn to the execution. Big
ideas are relevant but surprising
and tend to make you a little
nervous.
3. Is it right for the product and
positioning?
Reject jokes about serious subjects, cheap treatments for expensive products and vice versa.
Clever openings must be relevant
or they will confuse, distract, or
overpower your message.
4. Remember, you are not the
prospect.
You are unlikely to be typical.
Picture someone who is. Imagine
their attitudes, interests, hopes,
fears, prejudices. Constantly ask:
Would this kind of person relate to
what we are saying?
Whats Your First

What are you trying to achieve with
Impression of the Copy?
the copy? Strong inquiry or weak?
Firm sale or sale on approval? Big
5. Dont give it much thought
commitment or small? Copywrityour prospect wont.
ers often do either too little or too
much to meet the objective.
Review the copy quickly, care-
lessly. Would something about it

instantly catch your interest if you
were the prospect?
6. Does a clear competitive advantage emerge?
Your benefit or combination of
benefits must be better than alternatives not necessarily to all,
but to a significant proportion of
your prospects.
7. Do the incentive and benefit
come through quickly and clearly?
If they dont, you are taking a big
risk.
8. Is the main offer or incentive
the best you can make?
It has to be strong enough to overcome disinterest and the fear of
commitment. Would it motivate
you (a) to read the entire promotion (b) to act?
9. Scrutinize each of the main elements of the promotion carefully.
Opening of sales letter or ad, envelope, headline/illustration combination, means of reply, testimonials, captions, P.S. are they all
working hard?
10. Will each element communi43
cate quickly, easily or will it

obscure or confuse?
Check for good verbal and visual
communication. Assuming theres
a good idea and proposition in the
first place, getting these details
right makes an enormous difference.
11. Does the copy contain all the
essential elements of persuasion?
sition. Beware of claims and

boasts. They rarely make people
want to know more.
chase, or theyre an important

customer, say so. This establishes
common ground.
13. Is the copy precise or

vague?
16. Is possible news value exploited?
Is the promise or claim quantified?

Exactly how much does the prospect get or save, and how quickly?
In numbers and cash preferably
not in percentages.
After benefit/offer, news has the

most potent appeal. If its new, or
new to them, or even new from
you, dont throw that away.
17. Is the visual element of the
promotion working properly?
AIDCA Gaining Attention,

Getting Interest, Creating Desire,
Instilling Conviction, and Going
All Out for Action should all be
there, preferably in that rough order.
14. Does it say why youre talking

to them?
Whats in it for them? Something
new or better? Why should they
be interested?
Does it demonstrate the benefit?

Does it clarify what is being offered? Too much stuff conflicts,
misleads, or is just unnecessary.
Gaining and Keeping Attention
15. Is the relationship, if any, acknowledged?
18. Does it follow on logically

or stray?
If theyve bought from you, or

youve written to them, or its
been a year since their first pur-
Copy openings must deliver the

promise implicit in the heading,
subject line, or on the envelope. Is
12. Does the opening tell people

Theres more to come?
Dont give away the whole propo44
one strong idea carried through?

Extraneous thoughts even good
ones will confuse.
Building a
Persuasive Argument
19. Is it one person talking to another? Or a public address?
The best copy is me talking to
you in direct mail, e-mails, and
often in other media. Using we
instead of I is often a warning
sign of corporate drivel to come.
20. Does it take the readers point
of view or yours?
They dont care how wonderful
you think you are. They want to
know what you have for them.
21. Is it trying to satisfy everybody?
Dont waste money and persuasion on those unlikely to respond.
Go hell for leather for the best
prospects. You cant be all things
to all men.
22. Is it believable?
Watch out for over-claim. (Is your
product really that good?) And beware vague superlatives adjectives like exciting, for example.
The copy should start and follow
up with an uninterrupted series of
statements the reader can easily
agree with. If you do make a very
strong claim, explain why its true.
23. Beware jargon and showy or
pompous language.
Jargon works only with special
groups that appreciate it. Anything
written to please the writer is unlikely to please the reader. Good
copy is usually conversational,
JANUARY 2011
written the way you would explain it a perfunctory request? Do they

something to a friend.
lose something if they dont reply
quickly? Do they get something if
24. Is the promotion convincing?
they do? Tell them.
Does it include proof? Testimonials? Media comment? Technical
data (if you are selling that kind of
product)? A sample, if appropriate?
25. Is it complete?
Is every sensible reason for responding given and every reason for not doing so demolished?
26. Does it conjure up a vision?
The best messages make you feel
almost as if youre experiencing
what is being offered. They convey an emotional conviction that
is usually far more persuasive than
logic.
Going for Action
27. Have the benefit and offer
been restated?
Before you ask for action, remind
people what they get and how
little is being asked. In direct mail,
it usually pays to restate the offer
in the P.S. In any medium, repeat
the benefits before you ask for the
response.
28. Have you made it easy for
them to reply?
Stickers, check marks, YES/NO
options are okay. Emphasize easy
payment, free telephone ordering, etc. A spacious, easy-to-fill-in
response device must restate the
deal.
29. Does the offer breathe urgency?
Does it really go for action? Or is
30. The big question.

Put yourself in the shoes of your
prospect. Set aside your prejudices. Would you reply to your
promotion? Show it to somebody
who isnt connected with the job
preferably a likely prospect.
Do they understand everything
clearly? Do they think its worth
it?
Thats it the 30-point checklist
I wrote as a guide for my colleagues at Ogilvy & Mather. I
made everyone stick it up next to
their desks, so they could refer to
it. Eventually, I sent it to all our
offices and someone in India
recently sent me a copy. I was surprised to see how relevant it still
is, 20 odd years later.
[Ed. Note: Veteran copywriter
and direct-marketing strategist
Drayton Bird has worked with
American Express, Ford, Microsoft, Visa, Procter & Gamble, and
scores of other clients during his
five-decade career, which included
a stint as international vice-chairman and creative director with
Ogilvy & Mather.In 2003, he was
named by the Chartered Institute
of Marketing as one of 50 living
individuals who have shaped todays marketing.
Ready for more marketing insights from Drayton Bird? For 101
ideas, free case studies, and articles on topics like the one you just
read, and a 28-day free trial of
Draytons Commonsense Marketing Series, go here.]
45
JANUARY 2011
SYNERGY
SUCCESS STRATEGY
By Rich Schefren
Lots of people ask me what the secret

to my success is. And theres really no
one thing that made it all happen.
Its more of a combination of things.
But there is one strategy thats
played a MAJOR part in my success... one thats consistently put
millions of dollars in my pocket
with very little effort.
Im talking about the joint venture.
But lets back up a little so I can say a
few words about the Internet...
Besides providing us with countless
sources of entertainment and information (some credible, some less
so), the Internet has given entrepre-
neurs unlimited opportunity. Much

of this opportunity is based on the
power of the Internet to forge business relationships -- relationships
that are highly profitable because of
synergy between the partners.
What, you ask, is synergy?
based entrepreneurs, and they

often ask me about the best way to
effectively grow their businesses. My
response is always the same: Joint
ventures (JVs) are simply the best
way not only to grow a business but
to make lots of money in the process.
The word comes from the Greek

sunergia -- the interaction of two or
more cooperative agents or forces in
a way that makes their combined effect greater than the sum of their individual effects. A synonym for synergy, at least in the realm of Internet
business, could be joint venture.
Joint ventures also allow you to do

more for your prospects and customers, because you are offering them the
combined brilliance of the JV partners.
This exponentially increases the value
of the product purchased... at what often feels like a remarkably low price.
But Im getting ahead of myself.
I work with hundreds of Internet-
A joint venture is a business relation-
JANUARY 2011
fort. Any arrangement you make with your

JV partner proceeds only if it works to the
advantage of both parties. If it doesnt, you
terminate the relationship.
Most Internet marketers function through
such joint ventures. However, not all of them
are as profitable as originally hoped. This is
often because sufficient due diligence had
not been done by the prospective JV partners, and the match was not -- to use an
old expression -- made in heaven.
Even when the partnership has merit, failure often stems from inefficient, ineffective
communication between the parties. To be
truly successful, any joint venture you take
on should be carefully thought out, and the
parameters should be spelled out in a signed
contract. The plan of action needs to be
monitored, as does the income generated.
You usually find suitable JV partners by
establishing rapport with other businesspeople you come across while conducting
your own business -- even those in different
industries. At some point, an opportunity
arises to combine forces.
ship -- hopefully, a mutually advantageous one -- between

two (or more) parties. It is not a merger, a general partnership, or an ongoing business agreement. Its not you
buying someone elses company or them buying yours.
Its not an equity sharing or equity position in anybodys
company. Its not a private placement.
It is a single-purpose, shared business activity that can
create massive profits...
Without a lot of expenditure on your part
Without a lot of tooling up in terms of equipment,
staff, or facilities
Without taking all the risk/work on your own
shoulders
Simply put, joint ventures are:
the fastest way to make a fortune
the easiest way to make a fortune
the safest low-risk way to make a fortune
the best way to create and leverage business
relationships that will make you a fortune
A joint venture is, by its very nature, short-term. You can
try one out for a trial period of a few weeks or months. A
new joint venture can then be refined from this initial ef-
Keep in mind that workable deals take time

to mature and finalize. So, to give yourself the
best chance of arriving at a truly rewarding alliance, its a good idea to enter into more than
one joint venture with more than one partner.
Keep in mind, too, that most joint ventures are unique,
and the best ones will be the result of applying your own
imagination and creativity to form the best win/win situation for you and your partner.
As I tell my clients, the success of your joint ventures
will be limited by only two things: your own creativity
and your own sense of whats possible. Make sure your
joint ventures are profitable for all involved, meet legal guidelines, and operate in an ethical manner -and the sky is the limit!
[Ed. Note: Rich Schefren, founder of Strategic Profits, is

offering a new course for struggling online entrepreneurs.
It outlines the same strategies that his first 25 coaching
clients used to bring in a total of $142 million in two years.
And Rich used those strategies himself to bring in $7 million in sales at Strategic Profits -- in just 18 months.
There are only 100 FREE spots available for this online
course, "7 Steps That Quickly Create Online Businesses With Unstoppable Income." So register now.]
47
JANUARY 2011
ENTREPRENEURSHIP
LISTEN TO THIS
By Perry Marshall
Before I tell you what every marketer and product developer

should learn from a successful
stereo speaker manufacturer, you
need to know why you should listen to me in the first place.
Ive been part of the audio industry for 21 of my 34 years. I built
my first pair of speakers when I
was 13 and, as a young entrepreneur, made my first speaker sale
to a customer when I was 14.
I studied electrical engineering
and acoustics in college, then
designed speakers at Jensen,
where I was involved in projects
for the Honda Civic, Ford Probe,
Acura Vigor, Jeep Cherokee,
Chrysler Cirrus/Stratus, and
even a skunkworks subwoofer
project for Advent.
Several years ago, I moved from
engineering to marketing. These
days, I no longer design cuttingedge products. As a marketing consultant to tech firms, I help people
publicize and sell them. And, having walked along both sides of the
fence, I can assure you there are
a few lessons to be learned from
a marketing-savvy, technologydriven company like Bose.
Some people in the speaker business dont like Bose. Bring up
the subject in a bar full of audio
engineers and youll get an earful
of epithets and insults. Kind of
like mentioning Keanu Reeves in
a room full of aspiring actors.

There are two reasons for that.
First, the company is wildly successful. Bose is often the first
brand consumers think of when
someone says speakers, and
this irritates designers at competing companies. Second, its designs violate all kinds of industry
conventions, and Bose speakers
do not always perform well according to the traditional criteria
many speaker engineers consider
important.
Simply put, Bose does not build
the speaker that a typical acoustical engineer wants. They build the
speaker that a butcher, baker, or
candlestick maker wants to buy.
Their products are packaged brilliantly not from an engineers
point of view but from a customers point of view. Thats why
theyre one of the biggest companies in the business.
Consider the Bose Wave Radio.
When people hear about its acoustic wave guide and integrated signal processing, it never occurs to
them that this thing is a glorified
boombox.
The acoustic wave guide is valuable not because it suspends the
laws of physics for never-beforeachieved bass response or some
such thing, but because it creates
a story for the Bose advertising
department to tell.
The wave guide is not better, its

just different. And different is the
key. Bose commands a lot more
money for this product more
than almost everyone else out
there. That really upsets engineers
who know this stuff is not magic.
So here is the lesson: Most products have some kind of subtle
innovation or twist inside, something that might not initially seem
to matter but can, nonetheless,
create an interesting story.
What untold story lurks beneath
your product?
Other tactics from the Bose playbook:
They package their products to
make it hard to comparison shop.
Consider the Wave Radio again
not quite a boombox, not quite
a clock radio and far more profitable than either.
They use celebrity endorsements.
(Paul Harvey extols the virtues
of the Wave Radio on his popular
radio program.)
They create a story for every
product they sell. Simplified illustrations of their speakers show
sound wave diagrams that make
you feel smart.
Their ads are keyed with special
codes so they know which ones
are producing results.
49
They recycle old ideas. Their

Acoustimass products, which can
be credited with popularizing subwoofers in the 80s, are patterned
after some obscure designs that
were popular in the UK in the 60s.
If you need a new idea, read an
old book.
Im part of a newsgroup that discusses audio topics. I recently
got a message from a guy named
Alan who said, I went out with
this girl on a blind date. When I
told her I built speakers, she asked
me if I could make some just like
those neat Bose speakers she saw
in the store.
His response? Aaaarrrrgghhh!
So I told him this
Ive been in the speaker world
for 21 years, three of them as
a professional driver designer.
Throughout my engineering career, I harbored a healthy disdain
for Bose. During my Jensen days,
when people would find out that
I designed speakers, they would
ask, What do you think of those
new Bose [AM5] speakers?
Translated, this means: As a professional speaker designer, can
you comment on their wonderful
breakthrough technology and the
thunderous bass that comes from
those tiny little cubes?
At the time, I viewed the AM5s
as something designed to help
buyers part with seven hundred bucks. A fantastic plan on
Boses part, considering what I
estimated it cost to manufacture
them. I often told people what I
thought, too. A couple of times,

though, I had to remove my foot
from my mouth when I learned
that the person I was speaking to
owned a pair.
For the last seven years, Ive been
away from the engineering side
and in the profession of sales and
marketing. During my first two
years in sales, I had the exquisite
privilege of living on bologna
sandwiches and ramen soup.
Things started to turn around for
me when I got through my thick
head something Bose clearly understands and has understood for
many years:
Dont sell people what you think
they should want.
Sell them what they want.
Do most people want flat frequency response?
No.
Do most people want low Total
Harmonic Distortion?
JANUARY 2011
dominating Klipschorns or Cerwin Vegas dont have that effect

on most women.)
Bose gives the people exactly what
they want. Everybody else gives
them a woofer, a tweeter, and a
simulated woodgrain box. Have a
close listen to all those non-Bose
$600 speakers on the showroom
floor. They all sound similar because most speaker manufacturers
know how to get a reasonably flat
frequency response.
Audio journalist Tom Nousaine
once told me about visiting Bose
in Framingham, Massachusetts,
meeting Amar Bose and listening
to an amazing concert hall architectural simulation software/hardware system they had developed.
Very impressive, state-of-the-art
technology, according to Tom.
Clearly, the people at Bose have
the technology. No one can say
they dont. But they use their
technology to their advantage, and
they make a lot of money doing it.
No.
So does that make the people at

Bose bad people?
Do most people want phase coherence, imaging thats precise to

the twelfth decimal place, or superior impulse response?
No. Just fantastically wealthy

people, with happy customers,
who get more respect than most
speaker guys out there.
No.
And theres a lot to be said for that.
What do people want? Small,

unobtrusive design. Exciting
sound. Glamorous, impressive
technology that will make their
friends salivate and their wives
amorous. (Note: Huge, room-
[Ed. Note: Check out Perrys free

e-mail course, 9 Great Lies of
Sales and Marketing, in which
he takes on some of the most beloved sacred cows in sales and
marketing.]
51
JANUARY 2011
INTERNET BUSINESS
YOU DONT HAVE TO BE A

WALMART
By Marc Charles
Im sure youve heard of the

$1.2 trillion Chinese export market. Its where some of the largest companies in the world make
their money. They buy products
manufactured in China for pennies on the dollar and sell
them in the U.S. for a huge
markup.
and sometimes 70 times what he

paid for them!
But you dont have to be a

Walmart to get in on this opportunity.
And a lady in California sells

footed pajamas (yes, like the
ones children wear) for adults.
She came up with the idea and
then found a Chinese company
to manufacture them. These
days, shes bringing in $1.8 million a year.
Ive profiled hundreds of successful entrepreneurs using this

model. And they all started with
limited or no experience and not
much money.
How did they do it? They harnessed the power of the Internet to:
Research the hottest markets for
Chinese goods
A husband and wife team started

importing flags from China in
2001 and reselling them on the
Internet. Today, theyve expanded their offerings and are generating more than $25 million a
year.
These entrepreneurs sell very

different products but they all
have these things in common.
They
Work from home
Find products and manufacturers
Work when they want to work
Sell to customers primed to buy
Earn a very handsome income
All this without maintaining

a bricks-and-mortar store or a
warehouse.
Use a particular website to connect with manufacturers (Its

a secret weapon I reveal in my
China Wholesale Secret Alliance
Program .)
One entrepreneur imports designer sunglasses for as little

as $.90 each and resells them on
eBay, Yahoo!, Amazon (and dozens of other sites) for 20, 30, 50,
52
And theres plenty of room for

newcomers, whether you want to
make this a full-time venture or
a part-time gig. There are thou-
sands of hot products available

for import from China at deep
discounts.
When I refer to a hot product,
Im talking about one that can
be sold quickly and profitably on
the Internet.
Right now on eBay, for example,
products that appear to be hot
are electronic gadgets (including
cell phones, laptops, iPods, and
iPads), fashion boots, backpacks,
dorm decor, and other schoolrelated items.
Another huge market is herbs
and natural remedies. According to MarketResearch.com, the
herbal supplement market in
the U.S. exceeded $4 billion in
2009, and its growing like wildfire. This morning, I found more
than 1,900 herbal products offered by Chinese companies.
Not only are thousands of highdemand products being made in
China, the recent currency turmoil works in your favor. I wont
go into the economic details here,
but one thing is certain. Most
Chinese products will become
even cheaper for importers in
North America and Europe.
And know this
One of the best things about im-
porting (when you do it the right

way, and I can show you how) is
that it requires very little start-up
capital. You wont have to buy a
shipping container full of goods.
Most manufacturers let you buy
small quantities so you can test
your market.
For years, Michael Masterson

has been encouraging his readers
to start a side business (preferably on the Internet) and develop
multiple sources of income. Importing is perfect for this. And if
you choose to take it full-time,
there is plenty of potential.
On top of that, an importing business doesnt require office space or

employees. You dont have to deal
with mountains of bureaucratic red
tape. And with drop shipping, you
dont have to maintain any inventory. The products are sent directly
to your customers.
In my China Wholesale Secrets

program, I give you a step-by-step
guide to getting started in this business. I tell you where to find manufacturers, how to get in touch with
them and negotiate, how to find hot
products and markets, where to sell
your products online, and much,
JANUARY 2011
much more. In a nutshell, my program has everything you need to

get in on this amazing opportunity.
Find out how you can become a
charter member and claim your 3
free bonus reports.
[Ed. Note: Marc Charles is often referred to as The King of Business
Opportunities. He is a regular contributor to Early to Rise, and The
Liberty Street Letter. Hes written
dozens of bestselling e-books,
courses, and special reports on business and moneymaking opportunities. He recently launched the China
Wholesale Secret Alliance.]
JANUARY 2011
HEALTH AND FITNESS
BALANCE YOUR HORMONES

FOR YOUTHFUL VITALITY
By Ian Robinson
Scientists believe thats because

of our sirtuins. Sirtuins send signals to our cells which combat
the effects of aging. They slow
the process of cell death and give
us more time to repair DNA damage. All of this happens on the
hormonal level. If you know how
to trigger the hormonal chain that
releases sirtuins you can enjoy
the firm, tight skin of youth.
When were young, our skin has

its own natural elasticity. And yet
somewhere between our 30s and
50s all that changes. Smooth faces
gain crows feet and worry lines.
Taut muscles give way to sagging
skin. And we lose our shine as we
age. Its one of the most visible
signs of getting older.
Conventional wisdom tells us
thats just the way it is. But that
cant be true because there are
people who are over 60 yet have
absolutely wrinkle-free skin.
So why do most of us age while
only a few remain youthful looking? The answer can be found
in our hormones. When were
young, and our hormones are
firing together in the proper
sequence were enjoying all
the benefits of youth. And that includes tight, unwrinkled skin. But
as we age, our hormones go out
of alignment and that leads to
wrinkling.
Every aspect of aging is governed

by our hormones. In youth, our
bodies build more muscle and
store less fat. And yet, as our hormones change, that switches and
we end up storing more fat and
building less muscle.
The same thing happens in every
area of our health. Your libido
wanes energy drops and
body fat increases. All of that
leaves you open to infection, disease, and illness.
Thats because as you age, your
hormones lose their balance. But
there are ways to re-align that balance, and slow or reverse the
aging process. If you know how to
rebalance your hormones, you can
regain the energy, libido, and good
health of youth.
Aging Is a Biological Equation
Hormones are the key to wellness.
If theyre not in balance, your
health suffers and chances are
you wont even know why.
If your hormones are in balance,

you:
build muscle instead of fat
have a strong immune system
sleep easily
have clarity of thought
are energized for work and
play
have a healthy libido
But once you hit 30, your hormones decline. They go out of
balance. Diet, illness, and environmental factors also unbalance your
hormones.
As your hormones decline or get
out of balance you can expect:
mood swings
low energy
cravings for sugar or salt
mild depression and restless
sleep
lack of interest in sex

weight gain
changes in skin tone
But you dont have to just accept

these changes. If you learn how to
manage your hormones you can
turn back the clock.
Your hormones control every function in your body. They tell your
cells what to do.
55
They tell your heart how fast to

beat. They control your breathing. They tell you how hungry
you are. And they tell you when
youre tired.
Stressed about Hormones
Your hormones govern your stress
level. When youre threatened,
they release cortisol and adrenaline. And that happens if youre
being chased by a bear or yelled
at by your boss.
And as that happens glucose is
released into your blood stream to
provide emergency energy.
This could save your life if youre
running from a bear But if your
boss yells at you every day, that
hormonal cycle damages your
blood pressure and glucose levels.
Constant stress elevates cortisol,
messes up your metabolic system,
and signals your cells to store fat.
Hormones Make You Hungry
The hormone ghrelin tells you
youre hungry. When working
right, its triggered by an empty
stomach. As you eat, your gut
releases cholecystokinin (CCK).
This hormone suppresses appetite.
And when that happens, your pancreas sends out insulin to control
the rise of glucose in the blood.
When youve eaten enough, fat
cells release leptin. This hormone
tells your brain to send the signal
to put your fork down. And this is
why balanced hormones are critical to weight control. If your leptin
levels become unbalanced they
stop sending the stop eating signal. So youre always hungry. You
eat more. And pile on the pounds.
High levels of insulin also block
leptin signals so your brain thinks
youre hungry. Before you know it,
youre packing on pounds which
damages overall health.
56
JANUARY 2011
Powering Up with Hormones

Your thyroid produces chemicals
which regulate your metabolism.
Its your bodys way of turning
calories into energy. These hormones boost sugar burning and
oxygen intake. And that increases
body temperature and heart rate.
When your hormones are in balance, your thyroid pumps out plenty of energy. But when they are
deficient, youll feel tired and will
gain weight easily. If theyre overactive, your heart rate increases,
youll feel anxious, and may experience swelling behind your eyes.
And why do these hormones go
out of balance? Because theyre
sensitive to environmental factors
in our diet, the air we breathe, and
the products we use.
Balancing Your Sex Drive
The media loves to focus on this
class of hormones. They include testosterone, estrogen, and progesterone. Both men and women have all
three just in different amounts.
Testosterone builds strong bones
and muscles. It also promotes lean
body mass, enhances sexual desire, and protects blood vessels.
Estrogen plays a major role in
female reproduction and gives
men a healthy sperm count. It also
protects a womans bones and
heart before menopause. As a side
effect, it keeps skin radiant and
regulates our moods.
Progesterone is produced in the
brains of both sexes and may offer
hope as a treatment for traumatic
brain injury.
Steps to Balance
Your Hormones
A healthy hormone system is the
key to good health and longevity.
Once theyre out of balance, you

gain weight age faster and
become open to infection and disease. But balancing your hormones
keeps you young and vital.
There are simple, easy steps that
can balance your hormones:
Eating foods that support energy
and weight hormones
Managing stress hormones with
exercise and relaxation
Cleaning up your environment
Avoiding chemically-laden food to
control sex hormones
Treating yourself to a good nights
sleep every single night
There are tried-and-tested ways
to balance your hormones and
give you the energy and health of
youth. We have created a special
report based on the most recent
findings by leading researchers
and doctors.
This in-depth newsletter pulls
the curtain back on hormones
and investigates what makes
them tick. It also offers effective
solutions on how to get your hormones back in balance. Check it
out here.
Each month youll enjoy a full report on one specific area of health,
complete with cutting-edge cures.
Past issues have investigated diabetes prostate cancer heart
disease and depression. Every
issue is rigorously researched and
reports on the work that the best
doctors in the industry are currently doing.
To get more information about all
these issues and more, you can
sign up for our Natural Health
Dossier newsletter here.

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Get bosses, clients, and employees to hang on your every word...

HIGH-SCHOOL DROPOUT TO MULTIMILLIONAIRE

ROCKET WEBSITE TRAFFIC BY 50%

Michael Masterson - A Special Theory of Wealth:

John Forde Six Ways to Turn a No

M THE EARLY TO RISE MAGAZINE

A SPECIAL THEORY OF WEALTH

isnt always the best way to acquire wealth. To become much

You are about to attend a meeting.

M THE EARLY TO RISE MAGAZINE

writing this, drinking an espresso

who will write me an advance of

so I beg you to reconsider.

M THE EARLY TO RISE MAGAZINE

grammar and punctuation and

rich, but if you dont change the

My salary doubled in six months

I am going to assume that you are

What Im saying is that you can

So how can you train yourself to

M THE EARLY TO RISE MAGAZINE

Let me give you an example of

So the only question left was

Teach yourself to evaluate

today - once told me that he

The first thought you put in

What you listen to on your

How you greet your boss and

What you talk about at the

Whether or not you edit that

The expression on your face

The conversation you initiate

Whether you buy a brand-new

How your voice sounds when

Whether or not you use my

How you prepare for your

Whether you buy your next

Whether you go out to lunch

What time you get to work in

Whether you pay for or split

Remember, the capacity to create

In what way is this an opportunity for me to become more

ings in Early to Rise, an e-news

Michael Masterson has developed

M THE EARLY TO RISE MAGAZINE

MARKETING AND BUSINESS

In my 35 years working with business owners, entrepreneurs, and

keting function, not as a necessary

bedrooms plus a pool for Y dollars

M THE EARLY TO RISE MAGAZINE

your game. Dont think of marketing as separate from service and

When youre at the bottom,

the solutions to your customers

And if youre at the top, you

The word meaningful is key.

Then you search for opportunities

[Ed. Note: Marketing legend Dan

M THE EARLY TO RISE MAGAZINE

USE THIS SIMPLE SECRET TO FIND

about 90% of the worlds personal

than $30 each, youd have made

M THE EARLY TO RISE MAGAZINE

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