A Convenient Truth in Marketing
Issue #2001
- WEALTHY: A once-strong investment goes bad (Charles Delvalle)
- HEALTHY: A natural way to feel 30 again (Dr. Al Sears)
- WISE: Nietzsche on credibility
ALSO IN THIS ISSUE:
- 5 free ways to get your customer’s attention (David Cross)
- 20 "starter" white wines for $20 or less (Michael Masterson)
- It’s Good to Know… about urban legends and hoaxes
- Add "mendacious" to your vocabulary
We Couldn’t Have Made it Without You!
I’m sorry to say that you are not invited to the office party celebrating ETR’s milestone 2000th issue. After all, we have our reputations to think of… and you never know when someone might break out the lampshades and digital camera!
But seriously, you will get something far better than hors de oeuvres and champagne…
Today, you get to change your life. Today you get to start the future you’ve daydreamed about. Today you get moving on the spur-of-the-moment weekend trips to Europe… the $99 bottles of Chardonnay instead of the house wine… the invite-the-whole-family-on-a cruise surprises. Today you get going on everything you want out of life.
ETR is here to give you the information, the tools and the encouragement you need to get going and reach every one of your dreams and each of your many aspirations.
Right now our programs that help you reach those goals are available at up to 65 percent off regular price.
P.S. The sale ends today so make sure to take advantage of what could be the lowest prices of the year!
The Sub-Prime Mess
By Charles Delvalle
For years, investing in sub-prime lenders (lenders that deal with applicants who have weak credit scores) was a fantastic way to invest in the stock market. Since these lenders charged borrowers a higher interest rate (because there was a higher risk of default), they had great cash flow… which they paid out to shareholders in the form of huge dividends. But the party is officially over.
According to the Financial Times, over 30 sub-prime lenders have gone bankrupt since 2006. And it makes sense. Because when times get hard, the kind of people they loan money to are usually the first ones to stop making their payments.
One of the largest sub-prime lenders, New Century Financial, is now under scrutiny by the SEC and the Attorney General of California because of its lending practices. Apparently New Century (as well as a lot of other sub-prime lenders) was issuing no-doc (requiring no documentation or proof of work) and high-variable-interest-rate loans to people who would never have been able to pay for them. Once this news hit the markets, New Century stock tanked over 60 percent.
If you’re still holding sub-prime lenders in your portfolio, you might want to get out of them now. Instead, invest in big lenders that have a majority of their loans with good-credit borrowers.
[Ed. Note: Charles Delvalle is a contributing editor to ETR’s Investor’s Daily Edge newsletter, and a regular contributor to INCOME, ETR’s new investment service. INCOME lets you in on the safest high-dividend-paying companies, with the goal of providing you with a total return (dividends plus capital gains) of at least 14 percent per year. In recent weeks, Andy locked in gains of 38, 28, 24, 21, and 18 percent.]
"All credibility, all good conscience, all evidence of truth come only from the senses."
Friedrich Nietzsche
Credibility: A Convenient Truth in Marketing
By David Cross
Why are website search engine rankings like the Oscar for An Inconvenient Truth, Al Gore’s documentary about global warming? Because they are awarded by bodies unqualified to determine whether the subject matter they are judging is accurate. In other words, search engines like Google, MSN, etc. rank a Web page based on factors other than the accuracy of its content.
And you can use this fact to your advantage.
As a result of several studies, one in particular conducted by Forrester Research, we know that Web users consider a top placement in search engine results as being tantamount to a third-party vote of credibility. Basically, a top ranking on Google or Yahoo is the same thing as getting another customer to endorse your product. People subconsciously think, "If Google thinks enough to place this site at the top, that must mean (1) the site is highly relevant for my search term and (2) Google gives it their seal of approval."
But as every good Internet marketer knows, that’s not what it means. And, although it’s increasingly difficult to do, you can manipulate your site’s placement in any search engine’s results.
Getting to the top of Google is certainly one strategy for attracting customers. But the reason the strategy works is because of the perception of third-party credibility it bestows. .
Why is third-party credibility so important? Well, if I say my products are great, it’s less impressive than if I can show you other people who think my products are great. I’ve seen countless A/B split marketing tests where the judicious use of customer and third-party testimonials in one split almost always outperformed the split without those testimonials. And third-party credibility is one reason the reviews on Amazon and Epinions are so popular.
Aside from high search engine rankings, there are many practical ways to achieve the benefit of enhanced credibility for your product, including:
1. Customer Testimonials
If you can get even a few good testimonials from satisfied customers, adding them to your marketing materials is a powerful way to add credibility to your products. There are a number of ways to get these testimonials, including sending out e-mails and letters with questionnaires or forms for customers to complete. I believe the best way is to telephone your customers and talk with them directly. Ask what they like about your product, how your product has been useful, and which of your product’s benefits they like most. Be sure to get their permission (in writing) to use their comments. (For more on how to use testimonials to your advantage, read Michael Masterson’s recent article, "Using Testimonials for Maximum Effect.")
2. Scientific Research
Some years ago, I taught a meditation technique that’s been supported by over 500 scientific research studies. Quoting those studies in our advertising greatly improved response rates. Even if your product (or service) has no research to back it up, you can bring in findings from other research studies to strengthen your case. For example, if you provide time-management or goal-setting consulting, you can find studies that say something like: "Research indicates that professionals who set goals are X% more likely to succeed."
3. Existing Media Coverage
Similar to citing scientific research, quoting a reliable media source can get potential customers to pay attention to what you’re selling. If you run a small business and can add a relevant "pull quote" from The New York Times or some other media, your advertising message will have an incredible boost in effectiveness. The implication, as with getting a top search engine ranking, is that the source you’re quoting "endorses" your offering.
4. Published Books
If you can find any published books that refer to your type of product, you can also use quotes pulled from that book. Quotes from well-known books or best-sellers will have the best effect on your response rates.
5. "As Seen On"
If a TV or radio show mentions something even remotely connected with your product, you can piggy-back onto the PR by associating your product with the good things they are saying or implying. For example, if you’re selling a certain brand of tires and a consumer-safety study finds that the material your tire is made from is safer or longer lasting, you could quote those findings in your advertising.
Any business can strengthen its advertising by improving the credibility of what it’s saying or implying. And doing so doesn’t have to cost a dime. All you need to do is foster confidence in your customers’ minds by associating your products with third-party sources that can provide that credibility.
There is real power in this simple fact. Michael Masterson’s recent article on the value of third-party testimonials highlights the power of having other people give your product a "thumbs up." An endorsement is even stronger when a person or organization that appears to be impartial is giving it.
[Ed. Note: David Cross is Senior Internet Consultant to the Agora Publishing group of companies.]
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Reader Feedback on ETR’s 2000 Issue Celebration: "You keep writing and I’ll keep reading."
"Congratulations on your 2,000 issue milestone. Doing anything for over 5 years is something to celebrate! Publishing daily inspirational, informative, and uplifting newsletters that make a person anxious to turn on his computer is a true accomplishment and one you all should be proud of.
"You keep writing and I’ll keep reading - promise!"
Steve Wieland
Rochester, MN
[Ed. Note: How has reading ETR helped you - maybe even changed your life? Send your comments to ReaderFeedback@gmail.com. Include your name and hometown… and we may print your e-mail in a future issue.]
Anti-Aging Tip: You Don’t Need Big Pharma to Reduce the Effects of Menopause
By Al Sears, MD
A jury recently awarded a Philadelphia woman $1.5 million for breast cancer caused by a popular "hormone replacement therapy" (HRT) drug. The drug maker at the center of the lawsuit - Wyeth - is in the firing line for their estrogen drug Prempro.
Here’s the real problem with HRT: Products like Premarin, Provera, and Prempro aren’t actually hormones at all. They’re drugs. And if you take them, you’re not "replacing" anything.
It’s not surprising these drugs lead to cancer. They’re not natural substances and they’ve never been in your body. The safe answer for menopausal symptoms is bio-identical hormone replacement. These hormones are the real thing - not drugs trying to mimic what your body produces.
Real hormones can be powerful anti-aging tools. But real hormones cannot be patented and therefore have no profit potential for the big drug makers. So companies like Wyeth make synthetic estrogen look-alikes - often with disastrous results.
In my own practice, I use bio-identical hormone replacement therapy in both men and women with great success. I’ve had menopausal women tell me they feel better than they have in years. Some even tell me they’re feeling like they’re in their 30s again.
You should get your total estrogens, progesterone, testosterone, and DHEA-S tested before considering any hormone therapy. So ask your doctor for a blood test to look at your "hormone panel." Once you begin real bio-identical hormone therapy, you should get a hormone panel every three months until your levels are in balance.
[Ed. Note: Dr. Sears, a practicing physician and author of PACE: Rediscover Your Native Fitness, has prepared a report on Real Bio-Identical Hormone Therapy that’s available FREE for ETR readers. Click here to get your report NOW!]
Living Rich: Starting Your Wine Collection, Part 1 - White Wines
By Michael Masterson
There’s nothing more delightful than going into your own wine cellar to select a wine that will perfectly complement a delectable meal. And if you have a wide-ranging collection, that means you can do it every night. For the next two weeks, I’ll be giving you some specific recommendations in the following five categories: (1) White Wines, (2) Red Wines, (3) Pink Wines (Roses), (4) Sparkling Wines, and (5) Fortified and Sweet Wines.
All of the following recommendations have a Wine Spectator ranking of 84 or above. Price estimates come from local and online stores and Wine Spectator.
Category One: White Wines
Subcategory: Light, Dry Whites
These easy-to-drink wines - without distinct aromas, butteriness, tartness, or sweetness - are good for beginners. I like them very much for lunch and other light meals because they go down like water. They should not be aged. I like them pretty cold. Examples:
- From California, the less-expensive Chablis and Chenin Blancs
- From France, the light, white Bordeaux, Muscadets, plain Chablis, and Macon Blancs
- From Italy, the Soaves, Frascatis, Pinot Biancos, and Trebbianos
Quantity: Depending on how much you like them and how often you are likely to drink them, keep five to 10 bottles in your cooler.
Here are a few specific light, dry whites to consider:
- Dry Creek Vineyard Dry Chenin Blanc 2005 ($13)
- Chateau Thieuley Bordeaux White Cuvee Francis Courselle 2005 ($20)
- J. Moreau & Fils Chablis 2004 ($19)
- Chereau-Carre de Sevre et Maine Les Vergers 2005 ($10)
- Marramiero Trebbiano d’Abruzzo Anima 2004 ($17)
- Alois Lageder Pinot Bianco Alto Adige 2005 ($12)
Subcategory: Aromatic, Somewhat Fruity Whites
Wines from this group are generally considered to be better than the lighter wines because they have more taste. I find them too sweet for my liking.
I have read that the model for this genre is the German estate wines from the Rhine or Mosel. In Germany, the official descriptions are Qualitatswein, Kabinett, and Spatlese. If you prefer a French wine of this type, look for the Rieslings and Gewurztraminers, both produced in Alsace. Serve them young and cold.
Quantity: Depending on how much you like them, two to 10 bottles for the start-up collection.
Here are a few aromatic, fruity whites to consider:
- Robert Eymael Riesling Spatlese Mosel-Saar-Ruwer Mosel Slate 2005 ($20)
- Kurt Angerer Gruner Veltliner Qualitatswein Trocken Kamptal Kies 2004 ($16)
- Reichstrat von Buhl Riesling Kabinett Pfalz Armand 2005 ($20)
- Lucien Albrecht Gewurztraminer 2004 ($19)
- Adam Riesling Alsace Reserve 2004 ($15)
Subcategory: Full-bodied, Dry Whites
This is the premier class of whites. The model here is white Burgundy made from the versatile Chardonnay grape and aged in oak barrels. What you are looking for are wines with a strong aroma and a mouth-filling flavor without too much sweetness. Serve them cool but not cold.
Apart from France, California is probably the world leader in good Chardonnays, but you can also get good white wines from France (quality Rieslings, Sauvignon Blancs, Pinot Gris, Semillons, and Chenin Blancs), Spain (white Riojas), Italy (Pinot Grigios and Soaves), Australia, and South Africa.
Quantity: Keep 20 to 40 bottles, as the good ones can be aged for several years.
Here are a few full-bodied, dry whites to consider:
- Chateau de Tracy Pouilly-Fume Mademoiselle de T ($20)
- Adelsheim Pinot Gris Willamette Valley 2005 ($18)
- Fratelli PRA Soave Classico 2005 ($15)
- Ferrari-Carano Chardonnay Alexander Valley 2004 ($17)
- Bortoluzzi Pinot Grigio Venezia-Giulia 2005 ($18)
- Cune Rioja White Monopole 2005 ($15)
- Ken Forrester Chenin Blanc Stellenbosch ($15)
- Kim Crawford Sauvignon Blanc Marlborough 2006 ($17)
- Peter Lehmann Semillon Barossa Valley Botrytis 2005 ($16)
Tomorrow, I’ll give you my recommendations for red wines.
[Ed. Note: For more about starting your own wine collection, read Michael’s article "A Start Up Collection for New Wine Collectors."
And 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.]
It’s Good to Know: About Urban Legends and Hoaxes
Did you know that if you forward this ETR e-mail to 10 people, Bill Gates will send you $100?
And that if you pour Coca Cola on a piece of raw pork, dozens of worms will come crawling out?
Would you believe that if your cellphone battery is running low, just press *3370# and a small amount of secret reserved power will be released?
Well, actually, not a single one of these stories is true! And yet, every day, millions of people forward stories just like these around the Internet.
So the next time you receive a forwarded e-mail with a truly unbelievable story, plea for help, or commercial pitch, check Snopes.com before you do anything else. This website, the premier hoax-and-scam-exposing, urban-legend-busting watchdog on the Net, has been around since 1995.
Take Charge of Your Future
You don’t have much spare time… you’re not exactly rolling in the bucks… and you’re no Bill Gates when it comes to technology.
We’ve heard you… and that’s why we asked Marc Charles to be our “advance scout” for profit opportunities that you can run from a kitchen table, your desktop, or out on the road.
They’ve got to be inexpensive and easy to start, without a lot of red tape or technical know-how, and still have great income potential.
There’s a reason they call this guy “The King of Business Opportunities”…why not take a look at what he’s got for you?
- Patrick Coffey
Word to the Wise: Mendacious
Someone who’s "mendacious" (men-DAY-shus) - from the Latin for "lying" - is habitually dishonest.
Example (as used by Robert Shogan in The Double-Edged Sword): "Lyndon Johnson and Richard Nixon, two very different men, each from a different party, were seen as mendacious and deceitful, driven to self-destructive actions by forces they could not control."
[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, on-sale now through the 28th to celebrate the 2000th issue of ETR.]
Michael Masterson
Copyright ETR, LLC, 2007