Archive for January, 2006

Millions in Internet Sales in 5 Easy Steps

Tuesday, January 31st, 2006

Dear ETR Reader,

Today, Clayton Makepeace explains how to get the maximum response to every one of your online marketing campaigns.

- Patrick Coffey

The Internet's
Most Popular Wealth, Health and Wisdom EZine
Comments/Questions: 1-866-565-1117

www.earlytorise.com
Tuesday , January 31, 2006
Message #1640

WEALTHY: Squeezing every last order out of a saturated market (Clayton Makepeace)

HEALTHY: How researchers skew the results of clinical trials for many drugs

WISE: Milan Kundera on the function of business

ALSO IN THIS ISSUE:

Thinking of starting a business with your spouse? Read this first. (Michael Masterson)

Snow tires for your feet (Will Newman)

Add the word "glabrous" to your vocabulary

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"Business has only two functions – marketing and innovation."

- Milan Kundera

Millions in Internet Sales in 5 Easy Steps

By Clayton Makepeace

I imagine a time when I'll be telling my grandchildren about the Good Ole Days of Internet marketing. When we could just blast an offer – almost any offer – to our customer file (or even ice-cold prospect names), then sit back and watch an avalanche of orders come pouring in.

The money was absolutely amazing back then. When one of my clients e-mailed a single note to his 35,000 customers back in the mid-1990s, he raked in $12 million in less than a week!

Those huge opportunities are still out there. But you've got to work a little bit harder for them … and you've got to know what you're doing.

The question is: "Why?" The answer is obvious: When Web-based marketing was new – and still relatively rare – just about every one of your prospects and customers read every word of every promotion sent to them.

But that's not so anymore. Good sales messages are lost among the scores of junk messages that slither into our inboxes. Overly aggressive spam filters are not only blocking promotional e-mails that we've asked to receive – they're even trashing non-commercial e-mails to and from family, friends, and clients. And that's just the tip of the iceberg. The entire Internet is awash with ads. Try to get a report from Weather.Com or check the stock market on Big Charts. Pop-ups and pop-unders galore!

It was bound to happen. Since the dawn of time, every new marketing innovation to come down the pike has gone through the same 4-phase response cycle:

Phase One – Advent: Innovative businesses and marketers discover a new advertising medium or technique that proves to be far superior to traditional methods. Advertisers' return on investment (ROI) skyrockets …

Phase Two – Proliferation: Hundreds, then thousands, then tens of thousands of businesses and marketers discover the secret and begin using it. ROI begins to flag …

Phase Three – Saturation: The novelty wears off. Consumers, besieged by advertising messages, begin tuning out. ROI begins to decline …

Phase Four – Maturity: With its novelty spent and ROI falling, the once-vastly-superior new medium or technique eventually takes its place as an equal among many in the advertiser's arsenal.

Today, we are clearly in Phase Three of the Internet marketing explosion.

Here are some simple ideas to boost response in these saturated days …

STEP #1. Pick the low-hanging fruit.

Establish a relationship with your customers and continue to offer them products that will help them. For these wonderful people, create an extremely low-cost, multi-step e-mail campaign: A series of short, daily blasts announcing the new product and the reasons why the customer should jump on board right away … re-announcing your new product … asking why you haven't yet heard from them … etc.

If your prospects perceive that your e-mail messages are just crass attempts to sell them something, they might be instantly deleted. If, on the other hand, your e-mails are perceived as timely and sincere offers to help the recipient in some way, your sales message is far more likely to be read and responded to.

And so, for urgency and readership, began each e-mail with valuable information or advice related to a fast-breaking piece of news from their world. The subject line and opening copy of each blast needs to be new each day – as fresh as each day's headlines – and reward prospects for reading the sales message.

Next, make the connection between the breaking news and your new product – and demonstrate how the product could generate huge rewards for the reader in the days ahead.

Finally, insert copy justifying the price and asking for the order.

STEP #2. Get fence-sitters to a "tipping-point" website.

While a significant group of loyal customers can be counted on to buy in response to a short e-mail, the short copy will leave at least 90% of your prospects sitting on the fence. To sell them, you'll need longer copy – more reasons to buy now – than could be presented in a five- or six-paragraph e-mail.

One way to do this is to create an "Urgent Special Report" online through a small, cheap website. Then, maybe in the second week of your campaign, begin sending e-mails to your prospects urging them to click a link in order to read the free report immediately. You'll find that a number of "fence-sitters" will respond.

STEP #3. Exploit other low-cost or free media.

Simply take the pages of copy from the little website you've created … write a new headline and opening copy … turn it into a special report … and have it inserted in the next issue of your print newsletter.

At the same time, ask your phone operators to include a pitch for the product on all in-bound calls from customers. And include an insert offering the free online report in your outbound welcome packages that new subscribers receive.

STEP #4. Show up where they least expect you.

Two weeks after the newsletter insert hits your prospects' mailboxes, hit them up again. This time with a full direct-mail package created to promote the product, formatted as a free special report or "thank-you" bonus for loyal customers.

Anyone who hasn't bought by this time probably hasn't read past the headline and lead-in copy. So make sure the first three pages or so are always fresh. Beyond that, the copy stays pretty much unchanged.

STEP #5. Get tenacious.

Two weeks after the big package hits their mailboxes, stuff it into an envelope, add a one-page letter asking "Why haven't I heard from you?" … and drop it in the mail.

The Final Result

The combined effect of the e-mail campaign, the website, the inserts in your print newsletter, and two direct mailings will have a multiplying effect on response.

[Ed. Note: Clayton Makepeace offers help in reaping maximum profits through the Internet, direct mail, and print advertising every week in his e-zine, The Total Package.

Learn 177 of his surprising secrets that have doubled his clients' profits in a year and quadrupled them in 36 months in his newly published e-book "Double Your Profits in 12 Months or Less!"]

Today's
Action Plan

If response to your Internet marketing has started to drop, don't just sit there and let it slide. Put at least some of Clayton Makepeace's suggestions to work … and watch your ROI start to soar.

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They’ll Wonder How You Got So Much Time And Money On Your Hands

If an immigrant can start a business with less than $100 and almost no effort…start making a great deal of money by the end of the week…then turn around and sell it for a massive profit within the year… surely you can, too.

Kim Martowski says " I was able to use this system to build a large business…that could sometimes make as high as $7200 in a month."

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They're living the American Dream! Now it’s time for you to start living it too:

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Working With Your Spouse

By Michael Masterson

There was a good piece in The Wall Street Journal recently about the "risky business" of working with your mate. It begins with the story of a man who was forced to fire his wife at home, during dinner.

Part of the problem, the article said, "was that the wife tended to want more 'honey-sweetie' displays of affection" than her husband was willing to provide. He had the habit of using his "work voice" when addressing her at the office.

"You don't have to speak to me that way," she would say. "You can ask nicely." The essay went on to say that when he raised an issue about her work, she sometimes took it personally "and countered with a retort like, 'Oh, yeah, well I noticed you left your dishes in the sink this morning."

The business press is full of stories about husbands and wives getting together and making sweet corporate music. But the reality – according to the experts interviewed for the Journal article – is grim. The divorce rate in America, struggling along at about 50%, is higher among couples that work together.

Azriela Jaffe, a writer who coaches working couples, estimates that only one in 20 couples can successfully work together. "If you can't talk about your partner as a life partner without a wince and you can't stand watching your husband leave the Liquid Paper as well as the toothpaste uncapped, then odds are you aren't a candidate," the author of the article, Jared Sandberg, advises.

K and I tried to work together once. She was head of our company's art department, and everyone in the office knew she was my wife. That didn't encourage any of the people in her department (all women, as it happened) to work harder in her presence. On the contrary, they felt all the more comfortable chatting to her about who-knows-what during business hours. There were times when I'd walk into that department and see three or four women, highly paid executives, lined up to chat with her.

I couldn't say anything, of course. Well, I did try … once.

I also experimented with the idea of having her attend my executive staff meetings. And here's what happened. After explaining the benefits of some idea I really wanted the assembled team to accept, I asked if there were any questions. No one said anything – which is exactly what I was hoping for – until she put her hand up and said, "I have a question. Do you seriously expect us to swallow that crap? What kind of idiot are you?"

Later, after the meeting was over, I explained to K that the reason she shouldn't talk to me that way at work was not because I didn't deserve it, but because it would encourage all my other employees to talk to me that way too.

Fortunately, she understood. The next day, she resigned.

The Hidden Dangers of Cholesterol-Lowering Drugs

Cholesterol-lowering drugs are the best-selling drugs in history, taken by tens of millions of people. And while the pharmaceutical and medical establishments proclaim them to be "perfectly safe" – they are not.

Most of the clinical trials that "proved" their safety carefully excluded a wide range of subjects who might be more sensitive to their side effects. Even so, large numbers of subjects still dropped out of the trials in the first few weeks – very often BECAUSE of the side effects. These subjects were then labeled "non-compliant," allowing researchers to "scrub" them from the results.

So, what are some of the side effects that have been clearly associated with "the most popular drugs in history"?

liver and kidney failure

irritability and hostility

permanent nerve and muscle damage

cognitive decline and memory loss

fatigue and intolerance to exercise

the destruction of vital CoQ10, leading to heart failure

cancer

Any one of these would be a hefty price to pay. Especially considering that, in most cases, an appropriate diet, nutritional supplements, and physical exercise can normalize your cholesterol without any negative side effects.

(Reference: (Reference: "Hidden Truth About Cholesterol-Lowering Drugs" by Shane Ellison, M.Sc.)

- Jon Herring

[Ed. Note: We want to hear from you. If you would like to comment on the potential benefits vs. the dangers of cholesterol-lowering drugs, please visit the ETR Speak Out forum.]

It's Good to Know: Save Yourself From a Winter Injury

In most parts of the country, snow and ice is still part of the landscape. One slip, and you could be in pain – and out of commission – for weeks. If you work for yourself, this could also put a serious kink in your income. You can protect yourself from a debilitating fall with two different products, both available at www.campmor.com:

Ice Walkers are triangular metal cleats that attach easily around your shoe. Their sturdy construction makes them ideal for hard, thick ice. They cost around $8.

"Get-a-Grip" soles pull over the bottom of your shoe. They have small carbide spikes (like mini golf spikes) that work well in snow and thin ice. They run between $10 and $30.

- Will Newman

[Ed. Note: Will Newman, a regular contributor to ETR, is the editor of AWAI's The Golden Thread online newsletter. Learn how to subscribe to it - and how to discover AWAI's proven marketing secrets - here: The Golden Thread.]

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Setting Goals –And Sticking To Them – Will Help You Achieve Financial Independence

Don’t take our word for it. That’s the headline from an AP article than ran in hundreds of newspapers across the nation last week.

"This is definitely the time of year to get things started," was how Barry Armstrong, a Boston financial planner with Woodbury Financial Services put it.

"For some people, it's a bitter message. There are things that you don't like doing. But they have to be done."

Former waitress Pamela Newman went from hand-to-mouth living to owning two condominiums in the San Diego area. What did it take? Resolve.

Resolve to make 2006 the year you kick it up a notch. Here’s how:

http://www.isecureonline.com/Reports/700SGB/E700G115/

Word
to the Wise: Glabrous

"Glabrous" (GLAY-brus) means means "smooth" – having a surface with no hairs, projections, or protuberances. It is derived from the Latin "glaber" ("bald").

Example (as used by Lance Morrow in a Time magazine article titled "Al Gore, and Other Famous Bearded Men"): "How much more powerful then will be the effect – next week? next month? soon enough – when Gore, resplendent, clean-shaven, glabrous in his glory, returns from the dead! Radiant! Reborn!"

Michael
Masterson
Copyright ETR, LLC, 2006

Have a Question for Michael Masterson?

Have a question for Michael Masterson? Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at

http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

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How Not to Conduct an Interview

Monday, January 30th, 2006

Dear Reader,

Developing relationships with important people is critical to your success in business.

As Michael Masterson illustrates today, the best way to get them to warm up to you (and open up to you) is by applying techniques that every good interviewer has mastered.

- Charlie Byrne

The Internet's
Most Popular Wealth, Health and Wisdom EZine
Comments/Questions: 1-866-565-1117

www.earlytorise.com
Monday , January 30, 2006
Message #1639

WEALTHY: If Junior says "no" to college – maybe he's right

HEALTHY: How doctors were fooled into prescribing a dangerous drug

WISE: James Thurber on the problem with interviews

ALSO IN THIS ISSUE:

Was she a secret agent? Or just an inexperienced journalist? (Michael Masterson)

An inexpensive way to see Mexico

Add the word "taciturn" to your vocabulary

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Power and Persuasion will show you;how to almost instantly become a “highly effective person” how to instinctively know how to burst through roadblocks and obstacles that leave others stumped and stalled how to recognize good ideas and ACT on them.

In Power and Persuasion you’ll learn the art of getting people excited about your ideas…wanting to see them through to the end…and happily doing whatever is necessary to make your vision a reality. Order Power and Persuasion today!

Success Story: "Making It" Without a College Degree

"You don't have to attend college to be educated or successful," Michael Masterson has often said. Christopher Klaus is an excellent example of what can be accomplished by someone who is motivated to teach himself.

The idea for Internet Security Systems crystallized in 1991, when Klaus was still in high school. His fascination with Internet security issues led him to develop programs to detect viruses and security breaches. In 1994, when he was only 20 years old, he dropped out of college to found his company.

ISS went public in 1998, and Klaus – 24 at the time – became a multimillionaire. Although he left college long before graduation, he donated $15 million to his alma mater, Georgia Tech. He explained that the college provided him with "the advanced knowledge and inspiration" that he needed to pursue his interests.

While Klaus certainly has a gift for working with computers (one former teacher even called him a "prodigy"), he believes that he owes his success to hard work and determination. His persistence and resolve have served him well, landing him such honors as one of MIT Technology Review's top 100 young innovators in 1999, a place on the 1999 Forbes Top 100 list, and Ernst & Young's Entrepreneur of the Year award for Internet services.

- Suzanne Richardson

[Ed. Note: This is just one of many success stories cited by Michael Masterson in his soon-to-be-published book Automatic Wealth for Grads…and Anyone Else Just Starting Out. You’ll want to help all the young people you know get an early start on their road to financial independence by getting them a copy. As soon as the book available … we’ll let you know.]

"My opposition to Interviews lies in the fact that offhand answers have little value or grace of expression, and that such oral give and take helps to perpetuate the decline of the English language."

- James Thurber

How Not to Conduct an Interview

By Michael Masterson

I never give interviews. My publisher, John Wiley, doesn't like it, but they know that my books will sell well without the promotional events, so they tolerate my taciturnity.

For some crazy reason, I made an exception to my rule recently. I got an e-mail from an ETR reader. She said she worked for some trade journal. She'd heard that I had a new book coming out about success and leadership – Power & Persuasion – and had some questions for me.

She reminded me of myself 25 years ago – brand-new to the business of publishing, hoping to get some good interviews, eager for success. So I told G, my superstar assistant, to book a half-hour.

The day came and I took the call. The first thing she said was, "I am going to record this conversation. Is that okay?"

"I guess so," I said.

I could hear the tape recorder click on. I have to admit, it made me nervous. "Better watch your vocabulary," I said to myself. "And no double entendres."

"Would you please state your name and spell it out for the record," she said.

"W-what?" I stammered.

She repeated herself.

"Do you work for some government agency?" I asked.

If she saw any humor in my remark, she didn't indicate it. "I am a reporter for XYZ trade journal," she said. "I want to make sure that your name is spelled correctly in the article."

"Do you have my book?" I asked.

"No."

"Then how did you find out about me?"

"I'm a reader of ETR," she said.

"Well," I replied, "if you are an ETR reader, you know that my name is spelled out at the bottom of every issue. You can use the spelling you see there."

There was a long pause. Then she said, "Can you tell me the names of the businesses you own?"

For the third time in two minutes, I was taken aback.

"The businesses I own? Why are you interested in that? I presumed you wanted to speak to me because I'm an author."

"I can see this was a mistake," she muttered. And hung up the phone.

Was she some secret agent, trying to get me to say something foolish "for the record"? Or was she some young journalist, overly impressed with her status as a junior editor of some magazine nobody ever heard of? I couldn't tell.

But when I repeated the story to K that night, it occurred to me that if she were just an arrogant fledgling journalist, she was on a path toward certain failure.

Interviews are great ways to make friends and influence people. When I was her age, working for Africa Business & Trade in Washington, D.C., I regularly interviewed Fortune 500 International CEOs, top government officials, and ambassadors. I got to know a lot of interesting people.

One of those contacts got me invited to a private birthday party for Jimmy Carter. (Against K's wishes, I brought along Number One Son, two years old at the time. JC pinched his cheek. We have the photo.) Another one of those contacts got me two job offers with major newspapers. And another contact got me a substantial raise in salary.

These were all "glicken" – unexpected side benefits beyond the expected benefit of building an impressive journalistic resume.

Because of my own experience, I've advised proteges to hone their interviewing skills. There is no better way to get close to very important people than to spend some time asking them questions about why they are so great.

My young friend from the trade journal will not be able to do that, because she has no idea how to conduct an interview. And that's too bad, because the tricks and techniques that experienced interviewers use can help you in all sorts of business situations. Learning how to get someone important/powerful to open up to you is like discovering the combination to a vault that manufactures its own money.

Here are some of the best interviewing tips, techniques, and strategies I've learned over the years:

1. Before you meet, find out something personal about your interviewee and use that to break the ice. For example, you might discover that he loves golf and once played at the Old Course in Scotland. You might begin your interview by asking him about that.

2. Occasionally, a small gift works well to break the ice. With the aforementioned interviewee, for example, you could come to the interview with a vintage golf magazine for him.

3. Don't tape record the interview. It makes people defensive. Take notes. If you need to verify something that was said, do it later by e-mail.

4. Make the first several questions simple and positive. The point is to get the person to loosen up and feel comfortable with you.

5. It's very important to show that you have prepared for the interview. Know what your subject has done and what businesses he owns. Read anything and everything he's published. The better you know him (and admire him), the more candid he'll be with you – both during the interview and afterward.

6. Let your interviewee know the purpose of your interview – and make sure most of your questions are on topic. If you are interested in how he built his real estate empire, tell him so. If your interest is in discovering the technical secrets of real estate investing, say that in the beginning. Then he'll be mentally geared up to give you the answers you are seeking.

7. Always be gracious, self-effacing, and polite.

8. If, for any reason, the interview starts to go bad (as it did with the trade journalist), apologize and ask if it would be possible to reschedule it.

9. Within 24 hours of the interview, write a brief note thanking the interviewee for his time.

Today's
Action Plan

As Michael said, "Interviews are a great way to make friends and influence people." And knowing how to conduct one properly will serve you well throughout your business career. So spend a little time today thinking about how you can improve your skills. Write down your strengths and weaknesses. Come up with a plan.

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The Next 5 “Boom Towns” – Your Ticket to Real Estate Riches

At this moment thousands upon thousands of homeowners are beginning to cash out of the overvalued “bubble” markets all across the country. They’re unloading their ridiculously inflated properties and they are looking for real value.

And guess what… it’s out there. There are a select few markets with a superior quality of life… and the best real estate values in the country. And they are poised for explosive growth. These cities will be minting millionaires in the years ahead.

To learn which five cities top the list,

http://www.isecureonline.com/Reports/700SRETC/E700G1H4/

NNT: Another Horror Story

On Saturday, I told you how pharmaceutical companies use "Number Needed to Treat" to hype the benefits of cholesterol-lowering drugs while hiding the dangers. In fact, relying on NNT as the sole determinant of drug efficacy can have deadly consequences – and not only with statins.

Consider Vioxx. Dangers associated with this NSAID (non-steroidal anti-inflammatory drug) first appeared in Merck studies around 1998 – but were buried under an avalanche of NNT. The NNT for Vioxx was an exciting 2.2. In other words, it indicated that (statistically speaking) for every 2.2 patients who were treated with Vioxx, one patient would be relieved of pain.

That sounded great. But the over-emphasis of this one statistic caused medical professionals and patients alike to overlook the dangers. Vioxx remained on the market, wreaking havoc for five years before it was finally withdrawn. Once known as "the safest NSAID in history," the FDA estimated that it injured 88,000 to 139,000 Americans – and resulted in death for as many as 40% of those people.

Before you consider taking any drug, you should thoroughly investigate the risks associated with it. The information is out there – but don't rely on the pharmaceutical companies or even a doctor to tell you about it. It's YOUR body. Take responsibility.

(Reference: Congressional Testimony)

- Jon Herring

It's Good to Know: Travel Well in Mexico

When you're traveling within Mexico, there are several executive-line bus services. You can expect to travel in large, comfortable seats that recline nearly all the way back. You get a snack (usually a sandwich and cookies, and water or a soft drink). There are bathrooms on board, as well as a hot water station where you can make yourself a cup of tea or coffee.

Cost is minimal. For example, a bus ride from Queretaro to Mexico City (a three-hour trip) will set you back 220 pesos ($20). A bus ride from Guadalajara to Mazatlan (an eight- to 10-hour trip) costs about $35.

Some of these bus companies offer vacation packages (similar to airlines), making this an inexpensive and relaxed way to see Mexico.

(Source: International Living)

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21 Percent In U.S. Say Lottery Is The Path To Wealth

Scary, isn’t it?

Just 26 percent of adults surveyed think they could build $200,000 in net wealth in their lifetime, and only 9 percent think they could collect $1 million, according to a recent survey of about 1,000 Americans by Opinion Research Corporation. And then there are the 21 percent who said a lottery would be the most practical strategy for accumulating several hundred thousand dollars.

Don’t waste time waiting to win the lottery. Ain’t gonna happen.

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If you'd like to spend the rest of your life the way you deserve to, you owe it to yourself to look into this opportunity:

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Word
to the Wise: Taciturn

Someone who is "taciturn" (TAS-ih-turn) is not inclined to talk. The word is derived from the Latin "tacere" ("to be silent").

Example (as I used it today): "My publisher, John Wiley, doesn't like [the fact that I don't give interviews], but they know that my books will sell well without the promotional events, so they tolerate my taciturnity."

Michael
Masterson
Copyright ETR, LLC, 2006

Have a Question for Michael Masterson?

Have a question for Michael Masterson? Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at

http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

Ensure that Early to Rise gets delivered to your email
box, click below:http://www.earlytorise.com/whitelisting.htm

If you'd like to suggest Early To Rise to a friend, please
point them to:http://www.earlytorise.com/SuccessPartnership.htm

To BECOME AN EARLY TO RISE MEMBER, please visit: http://www.earlytorise.com

or email support@earlytorise.com

www.EarlyToRise.com

Posted in Daily Issues | No Comments »

Get Started Making Your Dream Come True

Saturday, January 28th, 2006

Dear Reader,

There's a reason you're no closer to achieving your lifelong dream than you were last year … or five years ago. It's the same reason that keeps thousands of other people from making any meaningful progress toward something they really want to do or be.

And, as Paul Lawrence explains today, you're almost certainly going to keep on dragging your feet … until you take one very specific step.

- Will Bonner

The Internet's
Most Popular Wealth, Health and Wisdom EZine
Comments/Questions: 1-866-565-1117

www.earlytorise.com
Saturday , January 28, 2006
Message #1638

WEALTHY: A successful new business based on an old, pre-Internet idea

HEALTHY: The dangerous "numbers game" that drug companies are playing with us

WISE: Steven Spielberg on dreaming

ALSO IN THIS ISSUE:

What do you wish you could be/do … if only? (Paul Lawrence)

A Rube Goldberg solution to a simple problem (Michael Masterson)

Add the word "myrmidon" to your vocabulary

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240 Pages That Will Make You Almost Automatically Powerful

When you discover the secrets to developing two essential traits of every successful person, you will hold they keys to massive personal power…

Success Story: Internet Dating … With a Twist

In this world of fast food and high-speed Internet, traditional dating can seem slow, painstaking, and even boring. A few years ago, 27-year-old Ken Deckinger and his 25-year-old friend Adele Testani took advantage of this by founding Hurry Brands, LLC, which offers a high-speed Internet dating service.

HurryDate gives clients the opportunity to have up to 25 four-minute "mini-dates" a night. The clients evaluate each date in order to decide whether to pursue a second – and hopefully longer – meeting with the same person.

The best thing about running HurryDate: "We are having a positive impact on the lives of tons and tons of people. We are producing a product that makes people happy." In fact, Deckinger claims that HurryDaters (the company's term for its clients) sometimes end up falling in love, marrying, and having children.

Along with perseverance and dedication, Deckinger credits his youth with being crucial to the company's success. "Everything we were doing was within our demographic," he explains. Instead of being a disadvantage to the business, his and Testani's youth was "a benefit, because it allowed us to relate to our customers." Deckinger admits, however, that "there is something to be said for experience. And experience comes with age."

"Follow your passions [and] don't give up," Deckinger advises other young entrepreneurs. "But listen to people who are experienced."

Founded in 2001, HurryDate began in only 10 cities. Even then, its projected earnings were well over $500,000. It has since branched out all over the U.S., Great Britain, and Canada. It has hosted over two million "mini-dates" since its inception.

- Suzanne Richardson

[Ed. Note: This is just one of many success stories cited by Michael Masterson in his soon-to-be-published book Automatic Wealth for Grads…and Anyone Else Just Starting Out. You'll want to help all the young people you know get an early start on their road to financial independence by getting them a copy. As soon as the book available ... we'll let you know.]

"I dream for a living."

- Steven Spielberg

Get Started Making Your Dream Come True

By Paul Lawrence

My old high school buddy Dan D. was a talented artist. Before he even graduated, he already had his first commission: to create a mural in a client's home. He earned as much from this one project as he did in a month at his part-time, after-school clerical job.

Dan was excited! He decided he would become a full-time artist. His plan was to build up a nice income by creating original works of art. And you know what? His future looked rosy.

Now, let's fast-forward 15 years. What does Dan do now? He delivers and installs flooring. He earns enough to always be just a little behind on the bills … and remain a "renter" rather than a homeowner.

What happened to Dan's lost dream? He procrastinated so long that he ended up never pursuing it. Still, to this day, you often hear him talking about doing it … some day.

Why did Dan procrastinate? I think it's because he turned himself into a victim of his own failure to clearly define what he really wanted to do.
In Message #544, Michael Masterson said, "There's nothing wrong with putting off unimportant tasks, but you will go to your grave with regrets unless you learn to take care of your important goals."

In other words, if you are going to have a real shot at achieving your dream, you must cast it in concrete.

In order to achieve a dream, you must be able to concisely state it – in one sentence. If you don't have a focused and measurable target, you're likely to flounder. So if, for example, you want to be a VIP corporate executive, your goal can't be "I want to be a bigwig in a large corporation." It needs to be something specific, like "By the time I am 45 years old, I want to be the CEO of a publicly owned company in the consumer-lending industry that has no less than $100 million in annual revenues."

So, Step One: Take out a piece of paper – right now – and identify and quantify your primary goal in life.

There are a couple of reasons why this is important. For one thing, I believe that what happened to Dan (and countless others) is that because they weren't specific about their dream, it didn't seem real.

For most people, their big dream seems more like a fantasy than something that could really happen. And it's perfectly normal to feel this way. Big dreams aren't easy to accomplish. When you dare to "dream big," you're likely to have doubts concerning your chances for success … and so will the people who love you and care about you.

My own family and friends did their best to patronize me when I first spoke of my dream to get a movie script that I wrote produced. It's understandable. The odds were stacked against me. Over 100,000 scripts are registered with the Writer's Guild of America each year. Yet, each year, a couple of thousand films (at most) are made. To make matters worse, I had no formal education in film, no connections, and I lived 3,000 miles away from where 99% of the film business exists. But I beat those odds … and you can too.

It all begins with identifying and quantifying your goal.

There's another critical reason for being very specific about your dream. Without having a highly specific goal, it's virtually impossible to identify the exact actions that you'll need to take to achieve it.

Let's use me as an example. What if I had simply said that my goal was "to make a living as a writer"? Well … that would've been much too vague for me to be able to make any plans to realistically achieve that goal. What should I do? Should I write a book? A play? A movie? Clearly – without giving myself more direction – I wouldn't be sure. And so, I'd probably procrastinate.

Okay. So let's say that I was a little more precise – that I made it my goal "to sell screenplays and make over $100,000 a year." Sounds good, right? But while this dream goal is much more focused, it's not focused nearly enough. Let me explain why …

There are basically two markets for screenplays: television and film. And these markets are entirely different.

In the television world, a writer has a job that requires him to report to the studio each day as part of a staff. The only way to pursue this kind of career is to reside in Los Angeles. Since I live in South Florida, I would have virtually no chance of becoming a television screenwriter … unless I decided to move.

But … to sell a screenplay for a feature film, you can technically live anywhere. You could live on the moon. Nobody cares … as long as the script is great. They buy it from you … and that's the end of it. I didn't want to move. And that's why I made it my dream goal to write a screenplay for a feature film.

As you can see, if I hadn't given myself a goal that was this specific, I probably wouldn't have achieved it.

Whatever your dream is, you're probably struggling with similar details that need to be addressed before you can come up with a plan of action that will work. Unfortunately, my friend Dan never got over this hurdle. He just talked about becoming an artist. Imagine what would have happened had he come up with a specific, measurable goal like "In my first year, I want to be commissioned to paint at least 12 murals and earn no less than $10,000."

Wow! Today, Dan might be a well-known artist who is earning a huge income in his chosen field.

What more can I say?

I strongly urge you to make the most of your life. Remember that some of the saddest words in the English language are "What might have been."

Today's
Action Plan

If you'd like to learn more about Paul's "Dare to Live Your Dreams" program so you can make sure you don't let life pass you by, follow this link:

http://www.paullawrenceproductions.com/dream/dream.html

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NNT: Hiding the Side Effects of Statin Drugs

In Message #1575, I criticized pharmaceutical companies for manipulating statistics to magnify the benefits of their drugs, while pushing the risks under the rug:

"Lipitor promoters insist that those with so-called high cholesterol can achieve a 36% 'relative risk reduction' in heart attack by using the cholesterol-lowering drug. They ignore that the same raw data can yield a more revealing 'absolute risk reduction' of a paltry 1%."

As I said yesterday, an ETR reader – a cardiologist – strongly disagreed with me. He suggested that a 1% "event" reduction might not appear to be impressive "if you are talking about treatment of a short-term rash." But if the event that is prevented is death, then the 1% takes on a whole new meaning.

In other words, Lipitor could potentially save 100 lives for every 10,000 patients treated. Or 10,000 lives per million patients treated. Add this drug to the Windy City's drinking water, and we could prevent 28,000 heart attacks in Chicago alone. Oh boy!

The doctor is referring to a statistic known as "Number Needed to Treat (NNT)." This is the number of people you need to treat in order for one person to receive a benefit. But to rely solely on NNT is superficial and dangerous thinking. Because NNT focuses only on a single event – the positive one. It does not take into account the negative side effects of the drug: the Number Needed to Harm (NNH). And, as you will learn on Monday, this can have deadly consequences.

A patient should be able to make an informed decision as to whether the benefits of a drug are worth the costs. And this is one more way drug companies make it difficult for you to do it.

As always, we want to hear from you. If you would like to read the e-mail I received from the cardiologist – and/or comment (pro or con) on the use and marketing of cholesterol-lowering drugs – please visit the ETR Speak Out forum.

(Reference: "Hidden Truth About Cholesterol-Lowering Drugs" by Shane Ellison, M.Sc.

- Jon Herring

It's Good to Know: A High-Tech System to Stop Cellphone Interruptions

Yesterday, in Message #1637, I told you what I think about the lack of manners exhibited by most people who use cellphones. Most disturbing … if their phone rings in the middle of a conversation, they completely ignore the person they're talking to and take the call.

Turns out a graduate of MIT – Stefan Marti – has developed a technology intended to eliminate such undesirable interruptions. Based on the theory that "the caller has no way of knowing if he has chosen a good time to cut in," Marti's elaborate system silently surveys the members of any nearby group and allows the call to go through only if they unanimously agree. Everyone in the group has to have a device that is in wireless contact with their cellphone and a special ring that they wear on their finger. The device can tell who you're in conversation with by comparing your speech patterns with those of people nearby.

Kinda crazy, isn't it? Especially when you considering that the problem Marti's insanely complicated scheme is trying to solve could be easily fixed by nothing more than old-fashioned good manners.

- Michael Masterson

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This Kind of Success Allows You to Banish Debt!

Imagine going out to your mailbox and instead of bills finding a check for $3,453.78. Or a check for $5,725.39. Or a check for $75,367.67. (I got one in that amount just a few months ago.) And getting those checks day after day!

Can you visualize your success?

It's not an unreasonable desire to have a nice home for your family… to be a good provider… to see your kids enjoy the finer things… to have a little bit of security for yourself and your family. My goal now is to retire with at least $5 million in five years.

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Word
to the Wise: Myrmidon

A "myrmidon" (MUR-muh-don) is a loyal follower – especially one who executes orders without question, protest, or pity.

Example (as used by Bruce Fein in a Washington Times article titled "Follow U.S. War Crimes Advice"): "He risked assassination, torture or … retaliation, the defining signatures of Mr. Milosevic and his ultranationalist myrmidons"

Michael
Masterson
Copyright ETR, LLC, 2006

Have a Question for Michael Masterson?

Have a question for Michael Masterson? Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at

http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

Ensure that Early to Rise gets delivered to your email
box, click below:http://www.earlytorise.com/whitelisting.htm

If you'd like to suggest Early To Rise to a friend, please
point them to:http://www.earlytorise.com/SuccessPartnership.htm

To BECOME AN EARLY TO RISE MEMBER, please visit: http://www.earlytorise.com

or email support@earlytorise.com

www.EarlyToRise.com

Posted in Daily Issues | No Comments »

Cellphone Rudeness

Friday, January 27th, 2006

Dear ETR Reader,

The promise of technology is to make our lives simpler and better … but oftentimes it has exactly the opposite effect.

Today, Michael Masterson explains how to fight – and win – the battle against cellphone rudeness.

- Charlie Byrne

The Internet's
Most Popular Wealth, Health and Wisdom EZine
Comments/Questions: 1-866-565-1117

www.earlytorise.com
Friday , January 27, 2006
Message #1637

WEALTHY: How high can oil prices climb?

HEALTHY: A terrible idea!

WISE: "Miss Manners" on a general rule of etiquette

ALSO IN THIS ISSUE:

The new cellphone rules (Michael Masterson)

Another gem from the ever-quotable Dave Barry

Add the word "egregious" to your vocabulary

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Guerrilla Stock Trading System

I look at complex charts and graphs all the time. And—I’ll tell you—it’s not easy on the eyes or brain.

And yet…I do it because by figuring out where a stock is headed over the following days, you can make good money relatively quickly.

Who wouldn’t like to get a piece of that action, especially now that the stock market may be settling into a sluggish period?

But before you jump into short-term trading, you should be aware of some of the things
you shouldn’t do.

For one thing, don’t invest out of desperation. Don’t start accepting higher risks for smaller returns. That’s one slippery slope.

For another thing, don’t tie up your money in vehicles that are safe but give out returns so small you need a magnifying glass to notice them. You can do better than that.

And don’t go out and buy the first trading system that dazzle you. Some of them are excellent… but many of them aren’t.

For those of you who would like to pocket gains in days rather than months or years—and who wouldn’t if it can be done with minimal risk—a trading system may be just the thing.

It should be a trading system that both works and is transparent. That’s right…you need to know exactly how and why it works. Otherwise, you’re flying blind and that’s dangerous.

I don’t like the feeling of not knowing what you’re doing when you’re handing over your hard-earned cash, and neither should you.

I know just one trade system that does this. It operates on common sense—and not by betting on obscure price movement patterns (the double reversal back flip—quick—is that a bullish price movement or an Olympic-rated dive?) that mean little to you.

To really understand this trade system, you need to stop looking at the market as being made up of thousands of stocks you trade on.

That’s how I used to look at the market until a super-successful trader friend of mine set me straight one day.

He said the market is really made up of thousands of talking heads, whose gossip and news you trade on.

There are really only two consistent truths about the stock market, he explained. Unexpected news will drive a share price up or down, and that knee-jerk price movement is usually only temporary.

As one who tries to follow the news, I found it blindingly obvious once he explained to me that it’s not all about NEWS but about HOW PEOPLE INTERPRET THE NEWS.

There are news stories about publicly-traded companies being released all day every day.

Some are really good and some are so poorly written that they become ‘hidden gems’ about potentially good news or bad.

This trade service is awfully good at sorting out all this babble and spotting which news stories will actually drive a stock up briefly, so you can quickly jump on for the ride—make money—and get out again.

It’s called The Guerrilla Stock Trading System, andas far as I know, it’s a one-of-a-kind system. You better believe I’ve tried it. It really works.

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Setting Goals –And Sticking To Them – Will Help You Achieve Financial Independence

Don’t take our word for it. That’s the headline from an AP article than ran in hundreds of newspapers across the nation last week.

"This is definitely the time of year to get things started," was how Barry Armstrong, a Boston financial planner with Woodbury Financial Services put it.

"For some people, it's a bitter message. There are things that you don't like doing. But they have to be done."

Former waitress Pamela Newman went from hand-to-mouth living to owning two condominiums in the San Diego area. What did it take? Resolve.

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Pumping Oil

Demand for oil should rise by 1.8 to 2.0 mbpd (million barrels per day) this year and oil production should fall by more than that. So there's only one way oil prices can go … and it ain't down.

The only remaining question: How high will they climb?

While prices have cooled off since the $70 per barrel that oil reached last summer (summer being the season when energy products are most in demand), next summer is barely five months away … and oil futures for March delivery are still trading around $66 a barrel.

I think oil will hit $80 a barrel at some point next summer before taking a breather for the rest of the year.

I recommend that you invest a small portion of your portfolio in an energy-based stock such as BlackRock Global Energy and Resources Trust or an energy-based mutual fund like Oppenheimer Real Asset Fund. You might also be interested in taking a look at my newsletter, The Skeptical Advisor, which has three little-known oil plays in its portfolio of stock recommendations.

- Andrew Gordon

"A general rule of etiquette is that one apologizes for the unfortunate occurrence, but the unthinkable is unmentionable."

- Judith Martin ("Miss Manners")

Cellphone Rudeness

By Michael Masterson

I was waiting in line at my neighborhood bookstore when I became aware of a struggle going on behind me.

"I thought I told you to turn that thing off," snapped a woman in gray slacks. She was scolding her son, whose cellphone was ringing. I hadn't even noticed the sound – a sad testament to how cellphones have become woven into the tapestry of everyday life.

The kid – high school age, scuffed sneakers and baggy jeans – started fumbling around in his backpack, trying to find the offending item.

"Out!" his mother commanded. "Go wait in the car." She practically threw her keys at the boy, who slunk out the door.

To my surprise, the woman turned to me and apologized. "I don't mean to yell. I'm just so fed up with cellphones!"

The woman – who introduced herself as Beth – explained that she teaches math at a local community college. And, she told me, she is constantly reprimanding her students for paying more attention to their cellphones than to their work. "This morning," she said, "one student actually answered her phone to tell the caller that she was in the middle of her calculus test! And even if they turn off the ringers, they still text-message one another."

The blatant use of cellphones, anywhere and any time, has become commonly accepted behavior. Perhaps that's why Beth's students seem to be unaware of what they are doing. And while I've never personally experienced such an egregious display of rudeness, I have noticed that most people have few to no manners when it comes to their mobile phones.

It's the damnedest thing. You are having a conversation with someone, their cellphone starts ringing, and – without even excusing themselves – they open it up and start talking to someone else. You stand there, feeling like a fool … and wait.

Cellphone calls routinely disrupt personal conversations, business conversations, meetings, speeches, ceremonies, and even religious services. The only attempts made to curtail this modern menace are in theaters and concert halls – as if entertainment were the only thing more important than instant communication.

In the old days, we followed an informal set of rules. The first rule was universal: Except in dire emergencies, ongoing conversations should not be interrupted. If you wanted to say something, you would wait your turn. There was also a rule that related to the intensity of the conversation: The more serious it was, the stricter the prohibitions against butting in. And, finally, there was an acknowledged hierarchy: Children deferred to adults, students to teachers, employees to their bosses, and so on.

Call it respect … call it courtesy … all that is out the window. Any conversation, regardless of how important, intimate, or urgent, is now brought to a screeching halt the moment someone's phone goes off.

Of course, I am something of a hypocrite when it comes to most causes I advocate – and this one is no exception. Although I feel mistreated when someone I'm speaking with answers his cellphone, I have the strongest urge to answer mine whenever and wherever it rings.

Most of the time, I'm happy to say, I resist the temptation. My phone is set to vibrate silently before it starts ringing. So if it starts vibrating during a conversation, I reach into my pocket and cancel the call … without my conversation partner even knowing that I got it. (On most cellphones, you can do this simply by pressing an external button.)

But few people have any sense of manners when it comes to their cellphones. Which is why I'd like to offer you six rules for polite cellphone use":

1. If you must be available to callers, put your phone on vibrate. Leave the room immediately if a call comes in.

2. Never talk on the phone while conducting business face to face with someone else.

3. If the lights are out, turn off your phone. Audiences in playhouses, theaters, cinemas, and observatories want to concentrate on what they're watching/listening to.

4. Keep your voice down. No need for everyone in the room to hear what you're saying.

5. Do not discuss private business or personal matters in the presence of other people. Put the caller on hold and move to an isolated area. Or reschedule the conversation.

6. Don't bring your cellphone to job interviews, weddings, funerals, church, business meetings, presentations, court, museums, or the library.

Follow these suggestions and your friends and colleagues will appreciate your full attention. Your fellow theater-goers will appreciate your silence. And you and your dinner companion will enjoy an uninterrupted meal.

[Ed. Note: We know of two laws banning the public use of cellphones - one in New York City performance venues (with a fine of $50) and one in Huntington Beach, California libraries (with a fine of up to $1,000). Good idea? Bad idea? Let us know what you think on Speak Out.]

Today's
Action Plan

If you and your cellphone are joined at the hip (so to speak), try to reduce your dependence on it by leaving the thing at home once in a while. You may find that you relish the freedom from people who want "just a minute of your time" – at the worst possible times. And you may find that you'll enjoy that meeting/evening/event more fully without worrying that it will ring at an awkward moment or constantly checking for calls.

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Why Don't We Just Put Statin Drugs in the Drinking Water?

In Message #1575, I wrote an article criticizing Lipitor and the "less than honest" methods Big Pharma uses to promote cholesterol-lowering drugs. I described one of the ways these companies use to selectively report statistics to exaggerate the benefits and bury the risks.

I'm not surprised that they do this. Statins are the biggest-selling drugs in history. There are tens of billions of dollars at stake. But what does surprise me is that many otherwise intelligent medical professionals have bought the propaganda.

For example …

My article provoked one cardiologist to claim that I was using "cheap scare tactics" to dissuade people from taking statins. When he suggested "putting them in the drinking water" as a way to reduce the health care budget, my jaw hit the floor.

At the current cost of Lipitor, that would be a $407 billion annual experiment. And because statins are harmful to pregnant women, I expect the public would quickly react to the resulting increase in birth defects. Finally, since the manufacturers themselves say that statins have "not been shown to prevent heart disease or heart attacks," I'm not sure what benefit would be gained by having the entire population consume these drugs in uncontrolled amounts.

But the doctor did provide a more reasonable rebuttal to my article. In tomorrow's ETR, I'll respond to that part of his argument.

In the meantime, we want to hear from you. To read the cardiologist's e-mail to me – and/or to comment (pro or con) on the use and marketing of cholesterol-lowering drugs – please visit the ETR Speak Out forum.

-Jon Herring

Worth Quoting: A Tax Tip From Dave Barry

"Here's a tax saving opportunity few taxpayers take advantage of. Instead of simply writing your name, write your name plus the word DECEASED."

(Source: Dave Barry's Money Secrets)

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I Have Banked Over One Million Dollars Each Year For The Last 2 Years!

I wake up each day and can hardly believe it myself – and all because I decided to suspend my disbelief and try something new. I had nothing to lose by trying.

Insanity is, after all, doing the same thing day after day and expecting different results!

So. . . why not just copy me with absolutely no risk and in the comfort of your own home? Here’s how to start today:

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Word
to the Wise: Egregious

Something that is "egregious" (ih-GREE-jus) is conspicuously bad or offensive. The word is derived from the Latin "egregius" ("outstanding").

Example (as I used it today): "While I've never personally experienced such an egregious display of rudeness, I have noticed that most people have few to no manners when it comes to their mobile phones."

Michael
Masterson
Copyright ETR, LLC, 2006

Have a Question for Michael Masterson?

Have a question for Michael Masterson? Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at

http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

Ensure that Early to Rise gets delivered to your email
box, click below:http://www.earlytorise.com/whitelisting.htm

If you'd like to suggest Early To Rise to a friend, please
point them to:http://www.earlytorise.com/SuccessPartnership.htm

To BECOME AN EARLY TO RISE MEMBER, please visit: http://www.earlytorise.com

or email support@earlytorise.com

www.EarlyToRise.com

Posted in Daily Issues | No Comments »

Give Your Customer One More Reason to Buy

Thursday, January 26th, 2006

Dear Reader,

Make just a few simple improvements in the way you state your guarantee and you can increase sales by as much as 40%.

Today, Will Newman tells you how.

- Charlie Byrne

The Internet's
Most Popular Wealth, Health and Wisdom EZine
Comments/Questions: 1-866-565-1117

www.earlytorise.com
Thursday , January 26, 2006
Message #1636

WEALTHY: Why you should be concerned about the "renminbi"

HEALTHY: Overdosing on Tylenol? Really?

WISE: Democritus on trust

ALSO IN THIS ISSUE:

The real reason to guarantee your product (Will Newman)

An idea that could reduce our state budgets by millions (Michael Masterson)

Add the word "perorate" to your vocabulary

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Will There Be a Chinese Currency Devaluation in 2006?

What China does with its currency shouldn't matter so much, but it does. That's because we have a humungous trade deficit with China. When they revalued the renminbi last year, it was supposed to help our trade balance by making the import of Chinese goods more expensive. Didn't happen.

The Chinese gave the renminbi the slightest of pushes upward – not enough to make a noticeable difference. And the only reason they did it was to stop the whining in Congress about how Chinese products were being kept artificially cheap.

Pretty much the same thing could again happen this year. If Congress makes a stink about our trade deficit with China, the Chinese government will again pretend to take action … but will move the renminbi just a few percentage points up in value against the dollar. Other Asian countries will follow suit and refrain from any serious revaluation of their currencies.

I recommend that you make sure your international investments are well diversified among Europe, Asia, and South America. Asian currencies may rise against the dollar anyway – on the strength of Asian economic growth – but so might the euro against the dollar. There will be no obvious currency plays in Asia this year.

- Andrew Gordon

[Ed. Note: Andrew Gordon, ETR's financial expert, is the editor of The Skeptical Advisor, our investment newsletter. Check it out at http://skepticaladvisor.com.]

"Do not trust all men, but trust men of worth; the former course is silly, the latter a mark of prudence."

- Democritus

Give Your Customer One More Reason to Buy

By Will Newman

Has this ever happened when you were thinking about making a purchase through direct mail?

You're on the verge of buying, but you aren't quite convinced. You need something to give you that final push to spend your money.

What's holding you back? Maybe you're concerned that the product isn't exactly what you want. Or that it won't work like you think it will. Or that the color won't be what you're expecting.

So you hunt for reassurance in the form of a guarantee. But you can't find it. You keep searching until you finally spot it … in tiny, 8-point type … in a footnote.

When I have trouble finding the guarantee, I won't buy. When a guarantee is hidden, it tells me one thing: They don't want me to see it. They don't want to lose money on a return.

Instead, they lose my sale.

What's wrong with these guys? Don't they understand that a guarantee is NOT simply a promise to return the customer's money? These marketing numbskulls are missing the guarantee's true power.

You offer a guarantee because it's the right thing to do. It's honorable. It's fair. But most important, it can be the final push that cements your sale. Your guarantee is one more chance to enhance your credibility and establish trust.

By the time you're ready to ask for the sale at the end of your sales letter, your prospect is almost persuaded to give you his money. But he needs a bit more convincing. His fears of being ripped off and/or ridiculed for making the purchase need to be put to rest. In other words, he needs an irresistible guarantee.

An irresistible guarantee lets the prospect think, "If I don't like it, I can always get my money back." This eases some of his fears.

But he needs more assurance.

The guarantee should also make him think, "If they didn't think the product worked, they wouldn't be offering my money back. They really must think it's good." At this stage, your prospect has put aside all of his fears. He now feels that he's in control. And you have strengthened his trust in your company/product.

Finally, the guarantee should make him say to himself, "And if my wife gives me any grief about spending $229 on this reel, I can reassure her that if it isn't perfect, I get my money back."

Goodbye ridicule, doubt, and regrets.

Composing a guarantee is definitely NOT a case of shorter is better. Don't ramble, but take your time so you can truly convince your prospect that you care about his satisfaction … and what he thinks of you. Two or three short paragraphs are usually enough.

Avoid guarantees that say something like: "And if you're not convinced X-omel is all we say it is, we'll give back your money." How does this convince me that you're an honorable person? What it says to me is that whoever wrote the sales letter felt he had to stick in a guarantee … so here it is.

Several years ago, I wrote a guarantee that was perfect for that particular promotion (for a financial product):

"When I was growing up, a man's handshake was as good as any piece of paper a lawyer could ever write. I miss those days when a man's word was his bond. So here's my 'handshake.' Here's my promise to you that you will …"

Then followed a brief summary of the product's core promise and an exposition of the terms of the guarantee.

This guarantee worked because our prospect universe consisted of men over 55 who remembered the good old days of the handshake-promise.

In structuring your guarantee, don't forget to include reassurances like "no questions asked" or "no hassle" and "you can keep all of the free gifts … our thank you for giving us a try."

I have to say that no guarantee – no matter how well written – will make the sale if the rest of the sales letter is weak. But a convincing, irresistible guarantee will increase your credibility … and your sales.

Notes From MM's Journal: Thoughts on the Cost of Crime

In Connecticut, it costs about $25,000 a year to house a prisoner. At least, that's the number that state officials admit to. Actually, it costs much more. If you consider all the costs of putting people in jail – the courts, the state-appointed lawyers, the probation officers, etc. – the cost is astronomical.

In 2003, for example, there were 19,320 inmates in Connecticut state prisons. So, by my calculations, citizens of that state paid at least $483 million that year for "corrections."

Yes, it covers all those criminals who got away with murder. And those innocent citizens unjustly accused. Still, when you think about the cost of processing crime, you begin to wonder whether it's worth it.

Wouldn't it be better to let Americans defend themselves? The truth is that most crimes are prevented not by the police but by the protective measures citizens themselves employ: locks and dogs and, much less frequently, guns.

And what would be so wrong with allowing citizens to mete out their own justice? Sure, there would be the occasional "overreaction" and maybe a few longstanding blood feuds … but at least the state treasury wouldn't be taxed.

Okay! Okay! I'm going too far. Still, you can't deny that it's an unbelievable waste of money to keep some of these people in jail. I mean, really.

Of the people spending time in state prisons, how many of them are there for drug-related offenses? My guess would be about a third. That means a third of our current state budgets for corrections might be eliminated simply by taking the same sensible approach to drugs that some European countries and American cities have taken: legalizing them.

The war on drugs is even more stupid than the war on terrorism. Both are ridiculously expensive and neither can be won. But at least the war on terrorism is trying to eliminate something that nobody wants. Drugs? We are a country that thrives on them.

The only difference between the drugs that our upper classes enjoy and those that land our poor in jail is the cost to society. Rich people usually pay for their own drug habits. The correctional "solution" for dealing with drug offenders simply adds more to the financial burden of caring for the poor that's already borne by our taxes.

- Michael Masterson

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Today's
Action Plan

Should drugs be legalized? This is a hot issue – for many reasons. Let us know what you think on Speak Out.

"Harmless" Tylenol Can Wreck Your Liver

If you are one of the millions of people who pop over-the-counter pain medicines like they are M&Ms, you'd better think about what you're doing. They can be far more dangerous than you might believe. Consider Tylenol (acetaminophen), for example.

Poisoning by an acetaminophen overdose is the leading cause of acute liver failure in the United States. (In some cases, liver failure occurred at only half the recommended maximum daily dose.) While some of these overdoses are suicide attempts, the other half are unintentional. And those can be even more deadly. Because if the doctor doesn't know that this is the cause of a patient's symptoms, he won't be able to immediately administer the correct treatment.

When you take acetaminophen, it becomes toxic in your liver. Your liver discharges the vital nutrient glutathione to offset the toxic effect. But extended use of acetaminophen (or an overdose) can deplete the supply of glutathione, potentially leading to liver failure. Combine this with alcohol consumption and you have a prescription for disaster.

There are a number of natural therapies that have been proven to alleviate pain and inflammation. But if you must use acetaminophen, Dr. Robert Jay Rowen suggests that you also supplement with nutrients that help your body recycle and produce more glutathione. These include N-acetyl cysteine (NAC), Vitamin C, alpha lipoic acid, and selenium.

(Reference: Eurekalert)

- Jon Herring

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Word
to the Wise: Perorate

To "perorate" (PUR-uh-rayt) is to speak or expound at length. It is derived from the Latin "orare" ("to speak").

Example (as used by Annie Dillard in a New York Times article titled "The Leg in the Christmas Stocking"): "Our mother favored a staccato, stand-up style; if our father could perorate, she could condense."

Have a Question for Michael Masterson?

Have a question for Michael Masterson? Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at

http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

Ensure that Early to Rise gets delivered to your email
box, click below:http://www.earlytorise.com/whitelisting.htm

If you'd like to suggest Early To Rise to a friend, please
point them to:http://www.earlytorise.com/SuccessPartnership.htm

To BECOME AN EARLY TO RISE MEMBER, please visit: http://www.earlytorise.com

or email support@earlytorise.com

Nothing
in this e-mail should be considered personalized investment
advice. Although our employees may answer your general
customer service questions, they are not licensed under
securities laws to address your particular investment
situation. No communication by our employees to you should
be deemed as personalized investment advice.We
expressly forbid our writers from having a financial interest
in any security recommended to our readers. All of our
employees and agents must wait 24 hours after on-line
publication or 72 hours after the mailing of printed-only
publication prior to following an initial recommendation.Any
investments recommended in this letter should be made
only after consulting with your investment advisor and
only after reviewing the prospectus or financial statements
of the company.

www.EarlyToRise.com

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Picking “Ugly” Can Give You Beautiful Returns

Wednesday, January 25th, 2006

Dear Reader,

With the S&P 500 gaining just 3% in 2005, the stock market didn't have a good year. But, Andrew Gordon, editor of The Skeptical Advisor, had a very year with the recommendations he made for his subscribers.

Learn how he picks value stocks in today's essay.

- Michael Masterson

The Internet's
Most Popular Wealth, Health and Wisdom EZine
Comments/Questions: 1-866-565-1117

www.earlytorise.com
Wednesday , January 25, 2006
Message #1635

WEALTHY: How to find winners – even in this sluggish 2006 market (Andrew Gordon)

HEALTHY: Fish? Fish oil? HUGE difference!

WISE: Warren Buffett on choosing companies to invest in

ALSO IN THIS ISSUE:

One thing that makes a "killer" ad (Clayton Makepeace)

Helping your kids pay for college – without paying for it yourself (Michael Masterson)

Add the word "epistolary" to your vocabulary

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"Why not invest your assets in the companies you really like? As Mae West said, 'Too much of a good thing can be wonderful.'"

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Picking "Ugly" Can Give You Beautiful Returns

By Andrew Gordon

So far, I've made eight picks for subscribers of my Skeptical Advisor newsletter (beginning with the first issue in May 2005).

If you had acted on my first three recommendations, you would have had a return of 19.3% on two of them and a loss of 5.6% on the other one.

If you had acted on my next three recommendations, two of them would have brought you total gains of 45.3% and one would have given you a loss of 13.3%.

My most recent two picks are too new to show any meaningful results.

You can see a couple of things right away: (1) My overall returns were much higher than the S&P 500. (2) For every two winners, I also had a loser. (But they were losers that issue generous dividends of up to 8%-plus. So with these stocks, as long as you're not selling, you're still earning a nice return.)

All my stock picks went for absurdly low prices. That's because – as I've mentioned many times before in ETR – I'm a value investor. And, as a value investor, I pick beat-up (or "ugly") stocks that, for one reason or another, have had their prices driven down.

Two of my picks have fallen even further since my recommendation – but I'm not worried. Let's take a close look at one of them – a stock in the newspaper sector.

A Cautionary Tale

The newspaper sector doesn't get much respect these days. Circulation is falling, and ad revenues are being siphoned off by online media.

But the company I recommended was developing its online business, from within, by coupling online offerings with the traditional hardcopy issues. And the strategy was working. Revenues from online operations were making a fast-growing contribution to overall revenue growth.

So what happened?

Nobody noticed. Or cared. The company failed to make a dent in the widely held misconception that newspaper companies are terminally stuck in a business model that no longer works.

My newspaper-sector pick had great cash numbers, nice margins, and superb valuation numbers. However, its revenue and earnings growth was a notch below the previous year's. Though I believe the three B's (beach, bathroom, and bedroom) will prevent printed newspapers from ever sliding into oblivion, investors usually don't give companies in struggling sectors the benefit of the doubt.

Even the venerable Warren Buffett weighed in against the newspaper industry.

I remember asking myself at the time, "Does a receding tide sink all ships?"

The answer was and still is "no."

Beat-up sectors turn things around when some of their companies begin to bounce back – doing things better or figuring out a different way to make money. So if more newspaper companies can figure out a way to make money from selling their content to online providers, revenues would immediately pick up and investor sentiment could change in a hurry.

How Two Ugly Companies Changed Investors' Minds

One of my biggest winners – a company that owns amusement parks – did just that. It figured out how to make more money by tweaking its cost structure.

Investors don't like the amusement park industry much, because they think this kind of entertainment peaked long ago. But this company had the brilliant idea to let a restaurant chain make all the food at its parks – and to get part of the profits and a sizable fee in return for granting the privilege. Now, investors see a bright light at the end of the tunnel that's impossible to ignore. And that has made all the difference in the world to the share price of this company.

One step up from the lowly status of a beat-up sector is a sector that is slowing down. That pretty much describes where I found one of my other big winners: in the real estate investment trust (REIT) sector.

Before last year, this sector was making some of the highest returns – over 30% a year – in the market. Many market observers expected REITs to slow down … and they did.

Then, last May, a certain REIT that was getting no respect from Wall Street caught my attention. It had exciting ownership with a strong record of success and a simple plan on how to grow revenues in a real estate market that was getting more competitive by the day.

It hasn't carried out its plan flawlessly, but well enough to significantly increase revenue and reduce costs. As a result, in barely 7 months, the company's stock has risen 14%. Plus, it gives out a big dividend of over 7%. Needless to say, Wall Street likes it a lot more now.

3 Things You Need to Know to Get the Most Out of Your "Ugly" Picks

This year, we're dealing with a sluggish stock market that could be further weighed down by more struggling sectors than last year. So here's how I recommend approaching it …

1. If you're choosing a value company in a beat-up sector, you have to choose a truly exceptional company – a company with strong performance numbers in earnings and cash flow growth (as opposed to only outstanding value numbers).

2. When you select a beat-up company in a beat-up sector, understand that you're going against prevailing Wall Street sentiment … not once, but twice. Because investors are even more wary of companies in sectors that just keep on underwhelming, these stocks have to beat out longer odds.

3. Take away the top 10% and bottom 10% of the way any company is performing in the stock market, and you can paint the rest with an optimistic or a pessimistic brush … and probably make a compelling case either way. Is the company poised to reach new heights? Or has it seen its best days and a slow decline is right around the corner? You don't really know, of course, until you take a hard look at the company.

But if you're looking at a company in a sector that's beat up – or a sector that isn't quite beat up but that makes investors nervous – the situation is a little different. In those cases, most investors would gravitate to the pessimistic story. And because of that – even if you have good reason to believe the optimistic story – that stock is going to take longer to go up, because the Wall Street crowd is not investing. At least not now.

This all adds up to the bar being set higher for companies in the really beat-up sectors. It's no coincidence that my biggest winners (so far) for The Skeptical Advisor have been in middling sectors (amusement parks and real estate) that made investors nervous but did not trigger their flight impulse.

Not all my picks have been in downtrodden sectors or sectors easing into a period of slower growth. (My stock selections in the oil & gas and commodity sectors are doing quite nicely.) But as a value investor, you also must be willing to troll the second-tier sectors and below to find potential winners.

[Ed. Note: Andrew Gordon, ETR's financial expert, is the editor of The Skeptical Advisor, our investment newsletter. Check it out at ).]

Today's
Action Plan

Patience is required for making value investments, in general. But investing in value companies in beat-up sectors requires an almost saintly patience. Andrew makes the point today that though it may be hard to pick the right "ugly" companies, it's worth the effort. Your patience could be rewarded by huge gains … even in a flat market like the one we're dealing with this year.

If you're interested in learning more about the way Andrew picks value stocks – as well as getting in on his future stock selections – you might want to subscribe to The Skeptical Advisor ).

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Reader Feedback: "I am a relative newcomer to the world of investing."

I am a relative newcomer to the world of investing. In recent months, I have subscribed to every opportunity investment & income advice newsletter that has come to me. I am in the process of weeding out what I don't want to continue, based on value and my trust in the advice given. So far on my definitely keep list is Michael Masterson's ETR. I only wish I had the foresight and knowledge a long time ago to find it. ETR is having a tremendous impact on how I view life's values and my family's future financial well being.

"I am not a 'penny miser,' but in this day of the Internet, someone has to gain my confidence in their abilities before I will spend my hard earned money for their advice. It is my belief that Michael Masterson is to be commended for sharing some of his knowledge with us 'the uninformed masses.' I gain more confidence every day that I can trust him to help guide my decisions today, tomorrow, and far into the future."

- John McClintock

The Dominant-Emotion Approach to Selling

Think about it for a moment, and I'm sure you'll agree: The vast majority of the money that flows through consumers' hands each year is spent to meet their emotional needs – NOT merely to satisfy their justifiable needs for physical survival.

We can physically survive if we have air, water, a little raw food, and just enough shelter to keep us from freezing to death in winter. Air and water can be had for free. The food and shelter sufficient for survival can be had for pennies a day.

So if 99% of our purchase decisions are made to address an emotional need – doesn't it make sense for you to appeal directly to those emotions when attempting to sell your product?

Instead of simply reciting benefits and reasons why the prospect should buy, killer ads recognize, validate, and directly address powerful emotions that the prospect already has about those benefits (or the lack of them).

This "dominant-emotion" approach works especially well in mature or skeptical markets – when the ad recognizes and validates negative feelings the prospect has about a particular type of product, and then demonstrates why this product is different and, therefore, better.

- Clayton Makepeace

[Ed. Note: Clayton Makepeace offers help in reaping maximum profits through the Internet, direct mail, and print advertising every week in his e-zine The Total Package. Learn 177 of his surprising secrets that have doubled his clients' profits in a year and quadrupled them in 36 months in his newly published e-book "Double Your Profits in 12 Months or Less!" Learn More )]

Does Fish Oil Contain Dangerous Mercury?

As you know, I am strongly in favor of taking a daily fish oil supplement. I am also strongly against eating most fish, because it is frequently contaminated with mercury. This begs the question: If the fish are contaminated with mercury, would not the oil from those fish also be contaminated?

A reader, SC, writes:

"I took salmon oil for several years, but recently stopped after I read that wild salmon is one of the biggest carriers of mercury. How much mercury are you ingesting from salmon oil? Is there a non-mercury-laden fish oil? Mercury toxicity is serious business. What are your thoughts on this?"

First, wild Alaskan salmon) is one of the very few fish that is usually free of mercury, and I highly recommend it. It is FARM-raised salmon that commonly contains mercury, PCBs, and other contaminants. That's why I caution you against eating farmed salmon.

Now … what about fish oil?

Fish oils are produced by a process called "molecular distillation." By its very nature, this process removes most contaminants, including mercury. Consumer Labs) recently tested 41 leading brands of omega-3 fish oil, and found ALL of them to be mercury-free. However, a few brands were spoiled (fish oil is very susceptible to oxidation), and one brand had only HALF of the claimed omega-3s.

That's why you should stick to reputable products. Carlson's lemon-flavored fish oil (in the bottle) is the brand I recommend. It was approved by Consumer Labs on all counts.

- Jon Herring

It's Good to Know: Sending Your Kids to College

If you have children, grandchildren, or nieces/nephews who are about to enter their college years, encourage them to go to college. College graduates, studies show, not only earn substantially more than non-graduates, they also do better in every other aspect of life (including health and fitness).

So get your progeny to go to college and, if you can, help them a little. Keep in mind that costs are rising. The average tuition and room & board for a four-year public college or university is now $12,127. And it's more than twice that ($29,000) for a private college.

Don't give them everything – they need to learn how to support themselves – but try to give them something. At the very least, give them good advice about the many forms of financial aid that are available. For example, some students can qualify for aid by filling out an Application for Federal Student Aid (FAFSA). A student not only needs to do this to get a federal-based Pell grant ($4,050 for low-income applicants), the FAFSA is also used by a lot of state- and university-based assistance programs. Students can also finance their tuition by taking out federal loans. The most popular is the Stafford, which charges a fixed rate of 6.8% over the life of the loan.

- Michael Masterson

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Word
to the Wise: Epistolary

Something that is "epistolary" (ih-PIS-tuh-lur-ee) is written in the form of or composed of letters/correspondence. The word is derived from the Latin "epistola" ("epistle").

Example (as used by Palm Beach Post Books Editor Scott Eyman in a review of Mademoiselle Benoir): "I confess to a weakness for epistolary novels. I think I respond to the implicit discipline, the idea of telling a story from one or two limited points of view. If a writer can pull that off, you know they're good."

Have a Question for Michael Masterson?

Have a question for Michael Masterson? Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at

http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

Ensure that Early to Rise gets delivered to your email
box, click below:http://www.earlytorise.com/whitelisting.htm

If you'd like to suggest Early To Rise to a friend, please
point them to:http://www.earlytorise.com/SuccessPartnership.htm

To BECOME AN EARLY TO RISE MEMBER, please visit: http://www.earlytorise.com

or email support@earlytorise.com

www.EarlyToRise.com

Posted in Daily Issues | No Comments »

Archive for January, 2006

Millions in Internet Sales in 5 Easy Steps

Finally! A Trading System That REALLY Works…

The Final Result

Working With Your Spouse

It's Good to Know: Save Yourself From a Winter Injury

How Not to Conduct an Interview

By Michael Masterson

Get Started Making Your Dream Come True

Finally! A Trading System That REALLY Works…

Cellphone Rudeness

Cellphone Rudeness

Give Your Customer One More Reason to Buy

Give Your Customer One More Reason to Buy

Notes From MM's Journal: Thoughts on the Cost of Crime

"Harmless" Tylenol Can Wreck Your Liver

2% to 5% Return Per TEN MINUTES? You Bet!!

Picking “Ugly” Can Give You Beautiful Returns

By Andrew Gordon

Reader Feedback: "I am a relative newcomer to the world of investing."

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