Archive for: May, 2023

A Solid Marketing Foundation

May 27 2023 Published by admin under Uncategorized

In this article, I’ll discuss the safest and most profitable way that you can make big money in direct mail. Oh, you can make more money with some methods, but they’re not as safe; in fact, there’s usually some serious risk involved. After all, with big rewards come big risk… usually. But the method I teach here is surprisingly safe. Nothing is safer than two-step marketing.

Two-step marketing is one of the foundational principles behind direct mail. In Step #1, you’re just trying to attract a highly qualified prospect using a well-designed, low- or no-cost initial offer. Don’t try to sell them too hard at first; just get them to express interest, and educate them on whatever your product line or service happens to be.

Step #2 is to follow up aggressively. Once they’ve responded to the initial offer, the balance of power shifts to you. People hate to be sold anything, but they love to buy. What’s the difference? When they buy, it’s their decision — so make them feel like responding to you was their idea in the first place. Now you can bring out the big guns and tell your full sales story. Now you’re in a position to show them exactly how you can give them the benefits they desire most.

There are many ways you can use two-step marketing. Here’s a quick example: I recently worked on a two-step direct mail campaign for the two straight days. I’d been thinking about it for a few weeks, rolling it around in my head, knowing I had to do this promotion. I’d had a meeting the previous week where my Marketing Director and a few other people chimed in, giving me a bunch of ideas; and we had a nice debate about where to go from there.

The final copy consists of 4-page letter folded to fit in a #10 window envelope, along with an 8.5 x 14 order form and voucher. The outside of the envelope includes some teaser copy to get them to open it up. The voucher is personalized. All in all, it’s a good-looking, simple direct mail piece that took me only nine hours to create… though more accurately I should say it took me nine hours and 20 years to create, given all I had to learn to do it right. It has the potential to make us hundreds of thousands or even millions of dollars.

We’re working on another direct mail campaign with a market size in the tens of millions, and that could generate God only knows how many tens of millions of dollars — yet it might only take 30-40 hours’ worth of creative work to put it together. Think about that. If the possibility of working for 30-40 hours and generating hundreds of thousands or millions of dollars doesn’t excite you as an entrepreneur, nothing will.

You can use two-step direct mail for postcards, self-mailers, or packages like the ones I just described, but you have to test it on a small scale before you roll it out to everyone. Don’t fuss over the cost; all that really matters is your return on investment, the ROI. You’re one direct mail package away from making millions of dollars, depending on the size of your marketplace and how many prospects you reach with your direct mail. The greatest power of two-step marketing lies in the fact that you can introduce yourself to your prospects and reintroduce yourself to existing customers. You can make your lead generation offer free, but it works better if you ask people to spend a little money on it — often as little as a buck or two — so they take you seriously.

If you’re trying to sell something worth thousands of dollars, a small initial sale might be less than $100. Often you lose money on low-dollar offers, but the people who pay for them are now on your house list, and you can make them other offers. Getting them to response to a low-cost offer, as opposed to a no-cost offer, is the best way to get the prospect to come back and buy the more expensive back-end order.

Be very careful here. One of my colleagues placed an ad in Parade magazine many years ago, when it went into 30 million newspapers around the country, offering a free 120-page book. He ended up with 13,000 orders where he had to eat the cost; no one bought the follow-up. It was a disaster. That’s how he learned to at least ask for a dollar or two for postage and handling. That cuts down the response enormously, because only the serious people respond — so your back end is more likely to succeed.

The best and safest way to make the most profit is always to first attract a group of people who are interested in what you have to sell, then convince them they should follow through and buy. That’s the entire basis of two-step marketing. First cast your net, generating leads and building a prospect list. This is where you either rent a list or test the offer with your list of existing customers, people who already know and trust you.

If you’re using a list of new people, you should definitely mail them a lead generation piece. This could be a postcard, or a brief sales letter reviewing your offer’s biggest benefits. Hold back on the meat and potatoes, though; your only goal is to get them to raise their hand and request more information. Don’t tell them too much at this point, or you’ll risk them feeling like they already know everything, in which case there’s no reason to buy. Be high on benefits and vague on specifics, making promises and emphasizing the reasons why they need to respond to find out more. Make them feel like you’ve left them hanging a little, so they need the fulfillment of receiving your package to be satisfied. Remind them that the only way to get that satisfaction is to request that information from you.

Here’s where you separate the sheep from the goats. You can have a huge list of prospects, but the size doesn’t matter if they aren’t serious about your offer. I’ve actually told people things like, “Please include $20 just to prove you’re serious,” or “Please provide $5.95 to help with shipping and handling.” From that point on, you can go to work converting them into paying customers. This is where you make your main offer to the people who have requested more information from you.

Let’s say that your initial mailing went out to 1,000 people; you’ll send the follow-up only to those who responded. That may consist of as few as 1% to as high as 5-10% of the total mailing. Suddenly, you’ve narrowed the list down to 10-100 people you can afford to spend more money following up with. It would be very expensive to mail several follow-up packages to all 1,000 of the prospects to try to get them to buy your product; but even if you had a 10% response, you have just 100 people who said, “Yes, please send me more information.”

It becomes much cheaper and more profitable to follow up three, five or ten times to those hundred people than it would be to send mail to the full 1,000 people — and you’ll probably profit more in the end.

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Direct Marketing Techniques – Profiling and Targeting

May 26 2023 Published by admin under Uncategorized

Direct marketing techniques have over recent years become more sophisticated in order for businesses across many sectors to be able to compete with the best or to at least maximise their potential client base. Direct marketing techniques have not become more sophisticated in terms of making drastic changes, but the way in which certain aims and objectives are approached. Profiling and targeting is just one of those direct marketing techniques in which the approach has changed over recent years.

Companies that undertake direct marketing campaigns have had to change due to other marketing techniques being not only very popular, but also very competitive. For example, over the past decade or so, on-line marketing has become one of the most used marketing methods, but at the same time it’s the most competitive and can cost a fortune to ‘get noticed’ on-line; not always the case, but is a regular occurrence.

What does Profiling and Targeting enable Businesses to Achieve?

Profiling and Targeting enables businesses to target certain types of people; class, background, interests, gender and so forth. This certainly helps businesses to target individuals or groups of people that are more likely to be interested in the service or product that the business is offering. For example, SAGA, who specialise in services and products for the over 50′s group would not be maximising their marketing campaign if half of their leaflets were distributed to home owners that are under 50.

Therefore, there is much less chance of the marketing budget being wasted. Even though a business may profile and target their clients in a professional manner, this does not guarantee a successful direct marketing campaign. Other elements of the campaign must also be enticing, relevant and stand out from the competition I.e. a company should brand their products, services etc so that they appeal to the market in which they are trying to target; you would not have a dull looking leaflet if you are promoting holidays abroad – it just doesn’t work!

Whereas, if the leaflet stands out and appeals to the correct target audience, then there’s more chance of maximising your profits or achieving your overall aim of the direct marketing campaign.

How Does Profiling and Targeting Work?

OK, so once you’ve decided upon the type of marketing technique(s) e.g. leaflet distribution, there are certain aspects that need to be analysed on an in-depth basis – no stone should be left unturned, after all it’s your money that could not only be wasted, but leave you with the impression that your campaign didn’t work for the wrong reasons.

These are the steps in which you need to take when it comes to profiling and targeting effectively: -

  • Quality Assurance through planning – aspects such as identifying your target market (social class etc), decide on the number of leaflets you will distribute are determined at this stage.
  • Targeted Marketing Solutions – Understand your customers; look at the demographics of similar existing customers.
  • Geo demographic targeting – some direct marketing agencies will use software that targets customers demographically and can be the difference between a very successful and not so successful campaign.
  • Analyse statistics – ensure that statistics used from data bases are analysed in-depth so that opportunities are less likely to be missed and acted upon.

Direct marketing agencies that provide targeting and profiling services should be able to give you a good insight and understanding of what is required and the steps that would be potentially best to follow.

Procedures must also be followed but also flexible when needed to be i.e. agencies should be able to adapt to problems/issues in order for your business to gain maximum exposure.

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Network Marketing (MLM), Is it Right For You?

May 25 2023 Published by admin under Uncategorized

With the economy what it is, there is an influx of people turning to MLM / Network Marketing as an alternative to their financial situation. They are looking for something that will put extra dollars in their pockets to make up for the income that they have lost, either from fewer hours, from being laid off or some other complication. The search is for a quick fix and an avenue that will help eliminate the stress and pain from their day to day lives. So the question is, is MLM the right way to go?

Network Marketing can be a solution to your financial issues, but if you are looking for an immediate fix, you’ve come to the wrong conclusion about Network Marketing. There is quite a bit of time, work and effort that will go into building a successful business. It is no different with Network Marketing. Yes, there are new tools and opportunities popping up each and every day. They are designed to look and sound like the solution to your problem. Human nature is to look for solutions for the things that are causing us pain. So these ads are very appealing to the average person.

We’ve all seen the ads that say “Earn $10,000 a month or More in 30, 60, 90 days” or something similar to that. If this were truly the case, why isn’t everyone driving new BMW’s or living in a mansion? The truth is that this kind of money can be made, but you have to be willing to pay your dues to make it happen. The stories that go along with these offers talk about someone that went from being on the verge of some financial catastrophe to financial freedom by just signing up for this great new innovation.

I was raised on the notion that if it sounds too good to be true, then it probably is! What the ad is not sharing with you is all of the things that person went through to actually reach the point that they were able to go from making just a few dollars a month to making a 5 figure monthly income.

Now don’t get discouraged, all things are possible if you are willing to work for it. The time it takes to reach your goal is always dependent on the time and effort that you are willing to give. If you invest minimal effort, then you will get back minimal return. In the same token, if you are willing to invest maximum effort, you will be rewarded with huge returns. You have the ability to start today and grow a business that will replace your current income in a matter of months, but you have to be willing to do whatever it takes to get there. This may mean giving up watching some TV shows or hanging out with your friends for awhile. But consider this; are you making any money doing those things now? Of course not, so if you know that if you focus your efforts on building your business instead of the things that aren’t putting dollars in your pocket, will you do it?

There are those that are just looking for a few extra bucks a month to pay for something they really want. Maybe it’s a special vacation or sending your child to a better school or something else that you just can’t afford with your current income. Would an extra $200, $400, $600 a month do this? This is something that can happen for the average person that is happy with their current job and just needs to supplement their income without having to sacrifice all their spare time. This can be accomplished with just a few hours of effort each week.

So the real question you have to ask yourself is; what am I looking for from Network Marketing and what am I willing to do? That very question is the one that will tell you whether Network Marketing is the place for you and will also define your expectations. Answer this question for yourself and then go out and make it happen.

To Your Success!

David Wakeman
(440) 212-5007
[email protected]

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Wrongful Marketing Beliefs That Business Owners Have

May 24 2023 Published by admin under Uncategorized

If you’ve just started a new offline business and thought it would be easy to get sales immediately, then you are wrongly mistaken. The bottom line is that it takes hard work and sweat to get your business presence establishment. Now while it is possible to get new customers from your location alone, you still have to implement a wide variety of marketing techniques that can bring in the customers also.

Marketing offline isn’t easy at all. At least with internet marketing, advertising costs are lower and there are ways that you can get prospects and leads for free. But in the offline world, you’re severely limited by how many free leads that you can get. But luckily, there are some ways that you can go about getting more new customers onto your list for free.

One of those ways is with referrals. You can go about getting referrals in 2 ways. The first way is to provide superior customer service. Nothing beats being treated like royalty, and your customers will more than likely pick up on this if you treat them like kings and queens.

The other way to get referrals is to simply mail out to your customers with an offer – in exchange for referral. Both techniques work well; you just have to pick the one that best suits your personality. And don’t think that getting referrals is easy. In order for both methods to work awesomely, you need a large customer database.

Why do you need a large customer database? Well because marketing is a numbers game. You’re more than likely to see response almost immediately if you have a large group of people to mail to. Getting a large customer database will take some time to develop, but once you have it, it becomes a huge asset to your business.

Now I mentioned above that marketing offline isn’t easy. You have to be persistent with your marketing strategy, and proceed with a sound follow up campaign. Here’s another false rumor that plagues a lot of business owners offline:

- Thinking you will earn a ton of money fast

The bottom line is that “getting rich quick” is non-existent in today’s world. The only time it may happen is if you come across a rare product that suits perfectly with a starving market. Other than that, more than likely you will have competitors offering the same product/service that you are offering.

You speed up the process of earning money in your business with advertising, but you need a killer marketing strategy for your advertising to work for you. For example, make sure that you don’t advertising your product or service in the ad itself. Make the focus of your ad to generate a lead – and nothing else.

Once you generate a lead, follow up on them with your complete sales letter, and keep following up with them for the course of a whole year. If they don’t buy after a year, then it’s safe to assume that they will more than likely not buy your product.

Marketing isn’t easy, and you shouldn’t think that it is. Hopefully you will use this advice to take your business to another level.

Good luck with marketing your offline business.

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A Bit About Marketing by Email

May 22 2023 Published by admin under Uncategorized

Internet communication has become so popular nowadays that it seems as if the more traditional forms of correspondence like the written letter are in danger of dying out. Needless to say, there will always be a place in society for the postal system but emailing is a very quick and convenient way of communicating whether it is for business or personal reasons. Given that email is such a handy form of communication it is not surprising that marketing by email has become a viable avenue for marketers to pursue.What is more, people are so resistant to the plethora of so-called ‘junk’ mail they receive in their post boxes nowadays that most of it goes straight into the waste paper bin which is not good news for companies trying to advertise their products. Marketing by email, along with cellphone text-messaging, web display ads like banners and pop-ups, and websites that consumers are able to interact with, is a direct form of advertising just like the junk mail mentioned above. Unfortunately, because many forms of direct e-advertising are unsolicited they are in danger of falling into the category of spam and filtered out.On the flip side, a direct advertising method like marketing by email has the advantage of being a form of communication that can be disseminated quickly and in bulk with the potential of reaching a very wide audience. Moreover, the marketer is able to measure how effective an email advertisement is by looking at the response rate, in other words, how many people responded to the email whereas with traditional methods of advertising like print ads it is a lot more difficult to determine the consumer response. With benefits such as this it is not surprising that marketers do not want their email marketing messages to be marked as spam.One way to overcome the issues associated with unsolicited marketing by email being rejected as spam is to operate on a consensual basis. This is when the marketer asks for permission from the recipient to send them emails. That being said, the marketer does not simply want the consumer to agree to receive marketing by email but to actually read and respond to it, preferably with a purchase.The email newsletter is one way of getting and keeping the attention of an email marketing recipient but there is a particular way to go about using an email newsletter for direct marketing purposes. The underlying concept of the newsletter, regardless of its format, is to impart not only news but lasting information as well. Now, this may sound like a contradiction in terms because news by its very nature tends to be current and implies a time restriction of some sort, especially when the news relates to advertising promotions. The concept of ‘lasting information’, on the other hand, suggests that the data needs to be valid for an indefinite period of time.While it is very easy to adopt the same ‘selling’ stance in an email newsletter that is used in other forms of email marketing, the temptation to do so should be resisted in favour of imparting useful and lasting information as the primary aim of the email marketing newsletter is to build a relationship with a consumer by holding their interest as opposed to the blatant ‘push’ mentality of direct sales.

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Should Marketers Promote Branding Or Benefits?

May 22 2023 Published by admin under Uncategorized

If you’re trying to sell a product or service, there are basically two ways to go. Either you put your marketing dollars into promoting your brand image, or you can try to convince prospects to purchase your product by making a rational case citing facts and benefits. Let me explain this a little further…

When we speak of promoting a” brand,” we’re not really talking about mere products sitting on a shelf. We’re actually referring to a set of beliefs that the prospect has developed about a product or company over time.

A brand, in other words, is a powerful mental franchise that stays deeply embedded in the prospect’s mind. For example, the Volvo brand has come to stand for safety. The Disney brand stands for wholesome, family entertainment. The FedEx brand stands for reliable delivery.

Benefit-oriented marketing, on the other hand, does not try to create or sustain a powerful “image.” Yes. It seeks to persuade by using emotion, just as branding does, but it also uses reason and logic. It does this by identifying problems that the prospect may be experiencing, and demonstrating that the product solves these problems. Virtually all direct marketing is benefits oriented.

Now comes an important question: Which marketing approach should you pursue? Should you try to build a brand, or should you attempt to sell customers with benefits- oriented arguments?

My answer may surprise you, and I’ll put it as bluntly as I can… Forget about branding!

Ah, yes. I know that endless books have been written about the importance of branding. And I know that business schools enthusiastically present case studies in branding strategies. And they are right to do so! The reason I think YOU should stop worrying so much about branding is that (very possibly), you can’t afford it.

That’s right. Penetrating a portion of a person’s belief system, embedding an enduring image in a person’s gray matter, costs BIG bucks.

For example, if I ask you to fill in the line: “You deserve a break today at __________,” you’d have to be in a coma not to know that the answer is “McDonald’s.” You came up with the right answer, of course, because McDonald’s has shelled out zillions of dollars in TV, radio, print, and outdoor media buys to pound the message home.

To me it is axiomatic that successful branding takes money that smaller companies just don’t have. This means that you shouldn’t spend a fortune on an expensive logo because it’s “expressing your brand.” Nor should you hire “branding consultants” unless you have the resources to make your message stick!

How then, should you proceed? How can you get the cash register ringing over the short term, and with just limited resources? By creating hard-hitting advertising, direct mail, collateral, etc., that demonstrates to prospects that you deeply understand their “pain points.” And that your product or service provides BENEFITS that can make this pain go away. It’s as easy (and as difficult) as that!

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Tips For Making Direct Mail Marketing Work

May 21 2023 Published by admin under Uncategorized

When using direct mail, it’s important to make sure your campaign is ready for take off. Did you pick a good mailing list? Are you using a real live stamp on the envelope? Is your offer good? Does your sales letter convey clearly what it is that you want to talk to them about? All of these questions are thing things that need to be answered if you want to have a successful direct mail campaign.Now it’s important that you don’t follow bad advice. Some people will tell you to go into the phone book and randomly market their products and services to anyone that they see. With this technique, you will see slow results. You’ll get results, but it wouldn’t be as fast as if you were using direct response marketing.What is direct response marketing? Well it’s a way of holding your advertising accountable. If your ad runs for 7 days straight and you haven’t heard from any leads yet, then more than likely your ad will end up failing. This is something that you don’t want to happen.If you do see if that your ad isn’t working, then it’s time to scrap it. You never want to get into the whole “you need exposure” deal. Your ad will work now or it will never work. So don’t get caught up in the waiting for response deal. You’ll be waiting forever if you choose to do so.Now when structuring your direct mail campaign, you will want to follow a few key tips that will help you to have the most success as possible in your business. For one, use a stamp. A stamp means that someone actually took the time out to put a stamp on the letter to you. Compared this towards using a label. Can you see the difference?Another tip for having direct mail success is to use a plain envelope. Hand write your name in the top left of the envelope, and your prospect’s name in middle. Do it with blue ink also, as you will get the most response this way.Another tip to follow is to use teaser copy on the envelope. Teaser copy is simply words on an envelope that is designed to entice a reader to open the envelope. I have seen both good and bad versions of teaser copy, so you will want to choose carefully the words that you put on the envelope.One of the best things that you can do to incorporate teaser copy effectiveness is by using an inked stamper that says “First Class Mail”. This is sure to get the attention of your prospects and customers. Combine this tip along with the live stamp tip, and you just may receive record-breaking response rates.Direct mail can be mastered if you know the proper procedures of how to make it work. There are a lot of books on direct mail, but you should know that most of these books don’t show you how to make money with direct mail. So they’re selling the information on direct mail, but they don’t actually do it themselves. There aren’t the people that you should be listening to.Be sure to use these tips to have direct mail success sooner rather than later.Good luck with using these tips to make more money with direct mail.

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5 Things To Know About The Stock Market

May 19 2023 Published by admin under Uncategorized

50% Of U.S. Households Invest In The Stock MarketIndividuals invest in the stock market directly, through mutual funds, their pension plans, profit sharing plans, 401k’s, IRA’s, etc.Mutual Funds Dominate The MarketIt is mainly the mutual funds, buying and selling, who move the market and cause individual stocks to go up and down. Mutual funds are the 800-pound gorillas of the stock market; at the end of 2003, mutual funds held more than $3 trillion dollars worth of stocks.The Dow Jones Average Is Not The Stock MarketThe Dow Jones Industrial Average is comprised of only 30 selected stocks. In reality, there are more than 7,000 different stocks listed on the 3 major U.S. stock exchanges. That makes it quite possible that, in a given time frame, the Dow Jones Average may be flat or down but many individual stocks may actually be up.Most Individual Investors FailOver time, most individual investors fail to achieve the stock market success they would love to have. This is due to many factors, including lack of knowledge, lack of time and effort, lack of a good strategy that works, and emotional decision making.Can You Beat The Market?Investing in stocks can be a very rewarding experience, financially and emotionally. If you do it right. With the right effort, the right knowledge, and the right strategy, an individual investor can do extremely well in today’s stock market, and, as a result, realize a brighter and richer financial future.

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Is It a Bull or Bear Stock Market? – Expectations Knows!

May 16 2023 Published by admin under Uncategorized

Why does the stock market go up one day then fall flat on its face the next? The media always has an explanation. One day the economy is on a road to recovery and the next is doomed to fail. If we were to make investment decisions based on the medias interpretation, we would be buying at the highs and selling at the lows.If it is already raining outside, how does a forecast for rain help us? What we really need to know is when the sun is coming out. What we need is a barometer. When a barometer’s pressure is rising we can expect good weather is on the way. When the barometer’s pressure is falling, we should prepare for bad weather. So what is the barometer for the stock market?The simple and most logical answer is, expectations. When expectations are falling as with a barometer, we can expect the market to start deteriorating. When expectations are rising like a barometer, we should expect the market to start improving. Probably the most important point to understand is when the pressure can’t get any lower or higher.Stock market direction is our reaction to expectations improving or deteriorating. An example of how expectations influence our behavior is best expressed by the following.Imagine twin siblings attending the same school and enrolled in the same classes. One of the twins typically gets straight “A’s” while the other regularly gets “B’s”. On report card day both twins come home with straight “A’s”. Which twin will have the biggest reaction from their parents? The obvious answer is the “B” student, but is it warranted?The straight “A” student works hard all of the time, while the “B” student is capable of getting straight “A’s”, but chooses to only get them when he or she wants a big reaction from their parents. This example shows us that the parents’ larger reaction with one twin over the other was determined by expectations.This example also shows us that once we reach a peak in high expectation there is no other direction to go but down. It’s impossible for a straight “A” student to exceed expectations at this level. The higher we move in expectations the smaller is our margin for error.The above example plays out in the markets regularly. How many times do we see a company report earnings and beat estimates by a large margin, yet the stock sells off because it just was not enough? On the other hand, how many times have we seen a company miss earnings, but one little data point beats expectations and the stock takes off? The difference between these two companies is the level of expectations the market has for them.If we just look at the daily market action, we are just looking out the window. If we really want to forecast future market conditions, we need to know which way expectations are going and at what point it can’t get any worse or better.To learn how to create an indicator that tracks the stock market expectations and identify its limits, read ” The Art of Expectations “.

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Negative About Network Marketing Or Direct Sales? Then Don’t Waste Your Time – Or Anyone Else’s

May 15 2023 Published by admin under Uncategorized

I am always amused that someone would send me a request for more information and then when I call them to have a brief conversation, they go sideways and start going negative on me. What are these people thinking? They are obviously not. I’m not talking about the broke person looking for a miracle. The people who are sincerely looking for a way to make some extra income but just can’t afford to invest in what I am doing. I wish them well in their search, and really do hope that they find a way to make some extra money.But the people that request information and then begin to tell you about the fact that if you’re asking for money up front, that’s it’s a scam, blah, blah, blah. What world are they living in? Maybe it’s a sign of the times, or maybe it’s just me, but it seems that there are a lot of people who really need to check back into planet earth. Do they really believe that you can start a business, one with high 6 or even 7 figure income potential without investing any money? Without learning systems and processes? Without being mentored and coached?I have been recruited by the folks at Edward Jones, Farmers Insurance, among others. Let me tell you something. With all three companies, they literally want a mentor/coach with you every day or week. They are constantly checking your activity goals and objectives. And checking to make sure that you are meeting them. Edwards Jones, for example, insists that you are out walking and talking to people everyday. They especially want you to going door to door talking to business owners.25-30 per day. So it’s not like you can just open an office with them and then do your own thing. They ride you hard to make sure that you are doing the things that need to be done in order for you to be successful. Why? Because they know what works. That kind of micro management turns me off, which is why I did not pursue any of those opportunities. I have a slight problem with people hovering around telling me what to do, when to do it, how to do it. Which is not to say that I am not coachable, because I am. I just prefer to be coached in smaller doses.Also,I don’t care what business you start, you have to invest money to get started. Hell, if you want to start a lawn care business, at the very least you have to buy a lawn mower, right? So people that tell you that “if there’s an upfront cost, it’s a scam.” are not living in reality. Move on, next. These folks are more them capable of failing on their own. Don’t invite them into your life. You can’t even start a Tupperware business without investing money. No knock on Tupperware, my respects. They are one of the top direct sales companies in the world and have been for many a year.There is another thing about people that strikes me as odd. If you want to have some marketing fun, try the following. Place two different ads, one for a “business opportunity” in a high traffic home business classified ad site. In this ad use the same gibberish that can be found all over the Internet. You know the ones that I am speaking of:- “How I deposited 617,000.00 in my bank account my first year with this program!”- “Learn the top secret system that a 21 year old kid used to make a million dollars in 24 months.”- “Internet newbie cracks the code to online riches! And he’s willing to show you how!”Really? What a nice guy. First of all, there are no secrets on the Internet. Just ask Paris Hilton, Mel Gibson or any of the masses who have their personal laundry aired all over the Internet. Secondly, if it’s such a killer app, and is making me so much money, why would I share it? Even more, why would I share it and create competition for myself? That would be like Google sharing it’s next big thing with Yahoo. Please. Unless of course I’m sharing it for a price.Oh, wait a minute, he will show me how for only $97.00. But if I buy now, he’ll be a real Robin Hood and let me buy it for only $49.95! What a swell chap. I better hurry though because at midnight, the price goes back to $97.00! And on and on. For the first ad,we’re not going to state that there is an investment required. We’re just going to pitch unlimited, easy riches. As I said, just like you see everyday all over the Internet. So there is ad #1.Now, ad #2 we’re going to place where there are businesses and / or franchises for sale. There are business brokerages that specialize in selling businesses and franchises. In this ad we’re going speak to our target market differently. We are going to use words like “investment required” or ” investment capital required”. We’re going to talk about “ROI” or “potential ROI relative to capital investment”. We’re even going to mention that the initial investment / franchise fee is 30K, just to throw out a number. Not a big investment, when compared to McDonald, Burger King, Wendy’s, etc. Here’s what will happen, I guarantee it. The majority of people who respond to ad #2 will respond with questions regarding financing, budgets, location, territories available, operating budget info, royalties and the like. In other words, questions that are relative to owning a business. They are, in other words, business savvy.Now, let’s compare that to the type of people who respond to the “easy riches, just use this system, it will make the money and do the work for you” crowd. These people will almost always start to hem and haw when you get to the details of how the business works. And when you mention that there is an investment required, watch out! This is when they start whining and squealing about how network marketing / direct sales is a money game, a scam and all the rest.Try it out, you’ll see what I mean. So what’s the point? I guess the point would be that the beauty of marketing to professional people increases your chance of making sales, if only for the fact that professionals understand business. More than say, truck drivers. Nothing against truck drivers. One of the most successful guys in network marketing used to be a log truck driver. All that I’m saying is that you’ll enjoy a higher closing rate with professionals, if only for the fact that they are more likely to have the money required to invest in a business. Either liquid, or they can easily obtain it.Now, there are direct sales companies that market and sell products and events in wealth development, personal development, vacation packages, etc. These are known as top tier direct sales companies. They generally pay big commissions, any where from $500.00 to $10,000.00 per sale, depending on how you position yourself with that particular company. In other words, the more you invest, the higher your commission levels. For the most part, these type of companies will have three levels of investment. The following are only used as examples.A.) Starter Package: $2,000.00 Total investment. Investing at the starter level, you are eligible for commissions on every starter level package that you sell, but you would not be eligible for commissions on the larger packages. If you do sell one of the larger packages (I’ll cover them in a minute) those commissions are passed up to the next qualified rep at that level. Why? Because they took a bigger leap of faith then you, they invested more capital than you and therefore deserve a higher return on investment. Your commission on this package is $1000.00, let’s say. Two sales and your product is paid for. Now your in profit. Now, at only 1 sale per week, that’s 50K per year. You invested $2,000.00 and profited 48K. I don’t care how you do the math, that’s an impressive ROI.B.) Mid Range Package: $9,995.00 Total Investment. Commission = $5,000.00C.) High End Package: $15,995.00 Total Investment. Commission = $9,000.00At any of the above investment levels, make 2 sales and you have recovered your investment. The other big benefit is that you have also attended an event or purchased a product that will change your life, if you truly apply what is being taught. This is where many people fail to follow through. They never apply what is being taught. They never actually work, learn and apply sales and marketing skills that these companies teach. They think that all that needs to be done is post a few ads on Craigslist and people will be beating down the door to buy from them. And when they don’t get sales in the first 2 weeks, they start screaming “scam” at the top of their lungs to anyone that will listen. You must use the products to become a product of the product. Not to mention the fact that you have to know what you are talking about when you are talking to prospects.Any advertising professional will tell you that you must always keep your message out in the marketplace. People don’t usually call the first time they see an ad. So you must be consistently present with your message before someone will take action. I remember when I first started using article marketing. I had written 25 articles over a 3 week period before I received my first lead from my efforts.And I’ll tell you, that was an incredibly motivating moment for me. Why? Because unlike buying leads, this was MY lead. In other words, it was generated from my efforts, not someone else’s. The best part? That lead cost me nothing, other than my time. Sweat equity, if you will. And with some not very qualified leads going for five to ten dollars a pop, that’s huge. It was a huge moment for me, and my business. It gave me just enough additional belief that was I was doing was going to produce results. And sometimes, that’s all we need to get us to the next level in our business and more importantly, in our lives. I have that lead sheet framed and on my wall. It still motivates me every day.To your success.

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