On Taming Dinosaurs
Issue #1992
- WEALTHY: No industry is invulnerable (Robert Ringer)
- HEALTHY: 5 ways to keep your colon healthy (Jon Herring)
- WISE: George Bernard Shaw on power
ALSO IN THIS ISSUE:
- Secrets from newsletter experts (Bob Bly)
- Michael Masterson on how to simplify your life
- It’s Fun to Know… about ETR’s contributors
- Add "behemoth" to your vocabulary
It’s OUR Birthday… But YOU Get the Presents
“My goal is to get you to understand something, remember something, realize something and (ultimately) do something that will make you healthier, wealthier and even wiser.”
With those words, Michael Masterson kicked off the very first issue of ETR back on June 5, 2000… and now, nearly seven years later, we’re celebrating ETR’s milestone 2000th edition by offering you some of our best programs at very deep discounts.
Would you like to earn $375,000 from your own business 3 years from now? Have you dreamed about retiring to a gorgeous second home out in the country or up in mountains? Or for now are you just hoping you could get a 25% raise at your job this year?
ETR is here to help ambitious people like you succeed. Our programs give you the information, the tools and the encouragement you need to get going and reach your dreams and aspirations.
Right now many of our programs are available at up to 65 percent off regular price – that translates into hundreds of dollars in savings.
If you want to be in a better place six months to a year from now, today is the time to get started.
- Patrick Coffey
"Power does not corrupt men; fools, however, if they get into a position of power, corrupt power."
George Bernard Shaw
On Taming Dinosaurs
By Robert Ringer
Once upon a time, there was a ferocious dinosaur known as Publishsaurus rex who roamed the Earth, devouring everything in its path. Bookstores and authors were especially attractive prey for this carnivorous monster.
While scientists believe that most dinosaurs disappeared as a result of some catastrophic natural disaster about 250 million years ago, the Publishsaurus rex not only managed to survive, but prosper. In fact, it’s still around today, though it has been tamed.
It took the cleverness of an entrepreneur by the name of Leonard Riggio to accomplish such a feat. The story of how Riggio brought the book-publishing industry to its collective knees would rival Jurassic Park on the big screen. And you can learn how to position your own business in a bigger industry just by watching what Riggio did.
I don’t know how book publishers ever got themselves trapped into such a bad deal, but since the beginning of time, most books have been "sold" to bookstores on a consignment basis. From a business standpoint, this arrangement is so absurd that whenever people who aren’t familiar with the book-publishing industry hear about it for the first time, they’re amazed. Nevertheless, publishers were always able to live with the obscene consignment arrangement, because they were so powerful they could keep bookstores in line.
In earlier days, when large bookstores chains hadn’t yet been invented, many bookstores were fearful of returning too many books to a powerhouse publisher for fear of being cut off from future shipments. But, as Waldenbooks and B. Dalton developed into large chains in the seventies, the bookworm slowly began to turn. Even so, the publishing dinosaur was so busy with other more important matters that it didn’t even notice what was happening to its own business.
By "important matters," I’m referring to publishing executives attending sales conferences four times a year in such fun-and-sun locations as Puerto Rico, Miami, Los Angeles, and Las Vegas… the Frankfurt Book Fair once a year in Germany… the annual London Book Fair in the U.K… and having lunch and dinner with literary agents at New York’s finest gourmet restaurants.
Then, one day, a funny thing happened to publishing executives on the way to lunch at 21 Club in Manhattan. Leonard Riggio bought a little bookstore company called Barnes & Noble. He moved stealthily until, little by little, Barnes & Noble maneuvered itself into a position where it was able to tighten its control over the gates that stand between book publishers and retail customers.
Riggio’s next major move was to begin building superstores. And, as of October 2006, Barnes & Noble has 801 of these monster retail outlets spread through every major metropolitan area in the U.S.
As part of his master plan to become the industry’s gatekeeper, Riggio also added two new twists. First, he put small cafes in his retail behemoths so customers could have a croissant and cup of coffee without ever having to leave Barnes & Noble. Second, he had overstuffed lounge chairs strategically placed throughout each store so customers could relax and read to their heart’s content.
By the time well-fed, lethargic publishing executives woke up to what was going on, it was too late. They already had a huge Barnes & Noble chain around their collective necks, and Riggio was giving them harsh commands to heel and toe.
As a result, if a publisher wants to assure that its books will be given reasonable nationwide distribution nowadays, it had better be prepared to pay homage to Barnes & Noble. And if it desires decent placement for a particular book in Barnes & Noble’s superstores, that homage must come in the form of hard cash.
For example, if a publisher wants a book to appear on the third table from the front of the store, it has to pay extra for that privilege. If it wants the book to appear on the front table, that’s even more expensive. And, finally, a publisher can purchase a rack at the very front entrance of B&N superstores for about what it would cost a family of five to tour the world for a month.
Basically, all Riggio did was copy the legal bribery system that has been used by supermarkets for decades. When you go to a supermarket, wherever you see a prominent display of, say, Pepsi or Coke, be assured that those companies paid serious money for that placement in that particular store.
So, is Riggio an earthly version of Lucifer for ruining the cushy lives to which publishing executives had become accustomed? I think not. After all, for centuries publishers have played the role of gatekeeper vis-a-vis aspiring authors, with a ruthlessness that makes Riggio look like a Boy Scout.
The arrogance of major publishers is legendary. But now it’s the longtime bullies of the publishing industry who are getting bruised and battered and drowned by returned books coming from every direction. They haven’t even come close to figuring out a way to deal with Mr. Riggio’s way of doing business.
And, to make matters worse, Borders and Books-A-Million are doing their best to imitate Barnes & Noble. If this were a prizefight, the referee would have called it a technical knockout by now.
The lesson the little guys on the sidelines can learn from Leonard Riggio is that no one has such a stranglehold on any industry that it is invulnerable. If your plan is clever enough, and you’re prepared to do whatever it takes to execute it, anything is possible.
The secret is to keep a low profile and move quietly - but keep moving forward. And if the companies currently ruling the roost are arrogant - which is almost always the case - it gives you a huge advantage to move stealthily into position to upstage them. Even a college dropout by the name of Gates (as in gatekeeper) proved it could be done.
[Ed. Note: Take a gigantic step toward achieving all your personal and professional goals - faster than you ever imagined - with Robert Ringer’s best-selling personal-development program. And sign up for his Voice of Sanity e-letter here.]
One Proven Secret to Investing Success
It is rare thing to find an investment where everything lines up – where the technicals, the fundamentals and investor sentiment are all in your favor. When this happens, the probability is extremely high that you have a winner on your hands.
This is what I call the “Sweet Spot” of investing. Trades like these don’t come along every day. But when they do, the gains can add up very quickly. And now there is a service that can help you uncover these rare gems in the market. It’s called Triple Wave Investor… click here to learn more.
6 Ways to Make Your Newsletter the One They Can’t Live Without
By Bob Bly
Starting a newsletter is the perfect way to grow your customer list. But how do you make your newsletter indispensable to your subscribers - the one publication they must have, even if they let all their other subscriptions lapse? Here are six of the ideas I got when I put that question to a group of successful newsletter publishers and marketers:
- The more benefits subscribers get from the newsletter, the less likely they are to grumble about your high subscription fee come renewal time. So give them a tremendous ROI (return on their investment). "Find ways to make your product worth many times the subscription price in money generated, cost savings, time savings, freedom, peace of mind, fun, energy, and inspiration," advises one publisher.
- Establish your credibility beyond question by relying on trustworthy sources for your information. Subscribers who have faith in the editor, writers, and publisher stick with the newsletter.
- Avoid the "information trap." Don’t boast about how much information your newsletter delivers. Your subscribers are already drowning in information - and they can get all they want on the Web for free. What they want is actionable ideas. Savvy strategies. Techniques that work. "News you can use." Analysis and interpretation.
- Appeal to your reader’s self-interest. As has been observed many times, everyone is tuned to the same radio station in their heads: WIIFM - "What’s In It For Me?" For example, if you’re marketing a business-to-business newsletter, don’t just show how your publication benefits the subscriber’s company by increasing profits, boosting productivity, or controlling costs. Also show how doing those things helps him advance in his career, earn more money, and make his job more secure.
- Differentiate yourself from all other competitors. Being different or unique is a powerful strategy for acquiring and retaining subscribers. "You’ve got to make the information you present each month seem like they’ve never heard it before," says Sandy Franks, editor of Monthly Copywriting Genius. "You’ve got to find a way to present copy that seems different than everything else they see in their mailbox."
- Give the subscriber an incredible value. Infomercial producers know they get more orders when it looks like the viewer is getting a lot of stuff for his or her money - stuff worth far more than the cost of the product. The same technique can work in selling newsletters.
The most common premium in newsletter publishing is a free special report. But paper is cheap. Why not offer several reports, each on a different topic of vital interest to your subscribers? And keep in mind that free information premiums can be packaged in many different media, including directories, software, CD-ROM, audiocassettes, videotapes, and resource guides.
Increasingly popular in newsletter publishing is to include access to a subscribers-only website as part of the subscription. Another common technique is to send supplemental e-mails alerting subscribers to important news that takes place between regular issues.
Make your newsletter invaluable to your subscribers by implementing several of the above ideas, and you can be sure they’ll continue renewing for years to come.
[Ed. Note: Bob Bly is a popular Early to Rise columnist, self-made multi-millionaire, and the author of more than 60 books. He is also the editor of ETR’s Direct Marketing Masters Edition - a program to help you start your own successful direct-mail business.]
Can Popping Pills Prevent Cancer?
By Jon Herring
Several studies have shown that high doses of aspirin (300 mg a day or more) and possibly ibuprofen can protect against colorectal cancer. Not surprising in our pill-happy culture, thousands upon thousands of people have embarked upon this regimen with gusto. But before you run out and buy a bottle, you should know that popping aspirin can cause serious problems.
Taking high doses of aspirin on a continual basis dramatically increases your risk of intestinal bleeding, stroke, and kidney failure. In fact, the United States Preventive Services Task Force recently published a warning in the Annals of Internal Medicine suggesting that the health risks of aspirin decidedly outweigh the colon cancer prevention benefits, even among those who are at a high risk for the disease.
Colorectal cancer is the third most common form of cancer and the second leading cause of death due to cancer in the Western world. You should do what you can to prevent it. But aspirin is not the right way. In addition to drinking plenty of water, maintaining a healthy weight, and exercising consistently, here are four things you can do to dramatically reduce your risk of colon cancer:
- Maintain healthy vitamin D levels by regularly exposing your skin to sunlight (without burning). If you are not able to enjoy the sun, get your vitamin D from cod liver oil or a supplement like this one from Carlson’s.
- Eat cruciferous vegetables (like broccoli) and dairy for a calcium-rich diet.
- Eat whole vegetables and fruits, nuts, and beans for a high-fiber diet.
- Eat leafy green vegetables for a diet high in folate.
- Do not eat meat that has been charred or burned. Sorry, grill lovers, but chargrilled meat (in fact, any meat cooked at high temperature) contains heterocyclic amines, which strongly promote cancer growth, particularly in the colon. The best (and healthiest) way I know to cook meat is with the FlavorWave Oven, where the temperature can be precisely controlled.
Treasures From the ETR Archives: Michael Masterson on How to Simplify Your Life
[Ed. Note: Our mission at ETR is to help you reach all your goals - and to celebrate our upcoming Issue #2000, we are presenting you with some of Michael Masterson’s most powerful, life-changing messages to date. To read each full article, click the link embedded in the text.]
"If you think simplifying your life will mean making less money, enjoying less success, maybe even being less effective as a businessperson, think again.
"Simplifying your life is about having more - not less - of the good things. More productivity. More passion. More meaning, love, friendship, serenity, etc.
* * * * *
"With K’s patient help, I spent two hours cleaning out my closet in our Nicaragua casa. I’d been putting off the job for two reasons. First, I prefer K’s advice about what should go and what should stay. And second, because getting rid of old clothes doesn’t feel like progress.
"But after unloading about 15 pairs of pants, 30 shirts, and a dozen pairs of shoes, I have to report: It felt good.
* * * * *
"I read somewhere that one successful executive makes all his lunch dates within a block of his office to save precious working time. I do that and more. I try to restrict the locations of 90 percent of all my appointments - doctor visits, dental visits, physical therapy, and all business meetings - to no more than five minutes (by walk or car) from my office."
[Ed. Note: Learn how you can be part of an exclusive group of 25 to 50 ambitious businesspeople that Michael will be leading through an elite 5-day program that can help you dramatically increase the profitability of your business here.]
ETR Contributors Weigh In On Our 2000th Issue Celebration…
"Michael Masterson’s article had a profound and reassuring impact on my life."
"As a contributing writer and daily reader of ETR, Michael Masterson’s article ‘When Helping People Hurts’ had a profound and reassuring impact on my life.
"Thirty-five years in business and financial success has placed me in the circumstances when people ask for advice and/or money in the form of loans or investments. Michael and I share a weakness for helping people that can be confused with doing what is best for all concerned. I have always tried to be compassionate with my family’s, friends’, and clients’ requests for my time, advice, and money. To be honest with you… despite all my good intentions, the results have not always been as I had imagined.
"Michael’s article defined the issues regarding advice and money. Michael then offered the techniques for how to give advice and money. The issue, which had been a challenge for me all these years, was now resolved. A technique and solution offered. I have a new perspective on when to give advice or lend money to my family, friends, and clients.
"Thanks, Michael! Your article has provided me clarity to a professional and personal challenge that I had been unable to resolve."
Robert L. Cox
Author of The Billionaire Way and Team Member of the ETR 2007 Total Success Achievement Program
It’s Fun to Know: About ETR’s Contributors
In nearly 2000 issues, nearly 80 contributors have written articles for Early to Rise. Here are the four that have appeared in our pages the most:
- Bob Bly
- Justin Ford
- Jay Abraham
- Robert Ringer
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Word to the Wise: Behemoth
A "behemoth" (bih-HEE-muth) - from the Hebrew for "beast" - is an animal mentioned in the Bible. We use the word to refer to anything that’s enormous in size and/or power.
Example (as used by Robert Ringer today): "As part of his master plan to become the industry’s gatekeeper, [Leonard] Riggio also added two new twists. First, he put small cafes in his retail behemoths so customers could have a croissant and cup of coffee without ever having to leave Barnes & Noble. Second, he had overstuffed lounge chairs strategically placed throughout each store so customers could relax and read to their heart’s content."
[Ed. Note: Become a more persuasive writer and speaker … build your self-confidence and intellect … increase your attractiveness to others … just by spending 10 VERY enjoyable minutes a day with ETR’s new Words to the Wise CD Library.]
Michael Masterson
Copyright ETR, LLC, 2007