Issue# 2701
- WEALTHY: Why the price of this “hot” commodity is set to rise (Andrew Gordon)
- HEALTHY: The reason you’ve never heard of the “periwinkle cure” (Shane Ellison)
- WISE: Ludwig Wittgenstein on persuasion
ALSO IN THIS ISSUE:
- Three copywriting tricks based on the power of three (Michael Masterson)
- No product, no sales copy… no problem (George Dahir)
- It’s Good to Know… what not to Google
- Add “phenomenology” to your vocabulary
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A Sure Way to Play Uranium
By Andrew Gordon
No commodity has disappointed more than uranium. But don’t let that put you off. Now is the perfect time to become a uranium buyer. (I’m assuming that you’re not the head of state of either North Korea or Iran!)
Prices hit $136 in 2007 and then began a long pullback to around $40. They bottomed in April and have since rebounded to the $50 per pound level.
Can they go up from here? Based on market fundamentals, yes… and soon.
Nuclear power contributes 16 percent of world energy demand. In the U.S., it contributes 20 percent. And with 30 nuclear plants under construction and another 38 in pre-construction stages, with dozens more planned, nuclear’s contribution is sure to rise.
Meanwhile, there won’t be enough uranium to go around. The International Atomic Energy Agency recently said that Russia and the U.S. may cover only 5 percent of world demand by 2015.
The current shortage in production is being covered by uranium from dismantled weapons the U.S. has been getting from Russia. The government-created company USEC down-blends this uranium for use in nuclear power plants. But that agreement with Russia goes away in 2013.
The global nuclear power plant construction program isn’t going anywhere, though. With China and India leading the way, nuclear’s resurrection shouldn’t be ignored by investors.
The entire nuclear industry is revving up, including uranium exploration and mining. (It takes eight to 12 years to build a mine and get the stuff out of the ground.) One of the bigger companies that has been mining uranium for a long time is Cameco (CCJ). Its stock should grow right along with the sector itself.
[Ed. Note: Andrew Gordon shares his thoughts on the financial markets regularly in ETR's sister publication, Investor's Daily Edge. Get your free subscription here.
You can also check out Andrew's monthly newsletter,INCOME, for regular updates on how to grow your wealth with high yield and market-beating returns.]
“At the end of reasons comes persuasion.”
- Ludwig Wittgenstein
The Power of Three
Here’s a little copywriting trick I learned long ago. It will help you prove any point you want to make.
After you’ve made a claim – such as “Skippy is the best peanut butter in the world” – support it with three consecutive paragraphs of proof.
In this case, the proof might look something like this:
In a test conducted by Buyer Trends last year, Skippy was rated as the top-scoring peanut butter in every single category: aroma, appearance, texture, and taste. When compared to other popular brands, such as Jif and Peter Pan, it rated between two and five points higher in each of these categories. Jeff Goodman, reporting for Buyer Trends, said, “When it comes to the pleasure of eating, Skippy rules.”
A scientific analysis conducted by WebNutrition.com found that Skippy had the highest ratio of protein to fat of all the major brands. Patrick Dunney, president of the National Health Institute, said that Skippy was “far and away” the best product from a health point of view.
I used to be a Jif fan myself. But last Thursday, for the first time, I tried Skippy on a slice of whole wheat toast – and I was blown away by how good it is!
Put your strongest proof at the top, and devote the most ink to it. The next paragraph should be about half the length of the first. And the third should be half the length of the second.
You should vary, if you can, the type of proof you provide. In the example above, the first paragraph presents a taste test by an established and trusted consumer service. The second paragraph presents proof that the product is nutritionally superior. And the third paragraph is a personal testimonial.
By using this structure, you get the strongest effect. The first paragraph – your best proof – makes the reader sit back and take the claim seriously. The second paragraph adds something to the equation. It makes the reader feel that the claim is not thin – that it has deep and substantial evidence to support it. The third paragraph doesn’t have to be very long at all, because by that time the reader is nearly sold. If you did spend a lot of time on it, you would bore him and risk losing his interest.
I’ve used this technique at least a thousand times in all sorts of sales presentations, and have always found it to be effective. Try it next time you write or edit an advertisement. (By the way, it also works perfectly well with editorial pieces.)
I call it the Rule of Three – but it’s not the only copywriting trick that is based on threes. There must be half a dozen of them that can make you a more persuasive salesperson.
A well-structured sales letter, for example, has three parts. As I explain in my book The Architecture of Persuasion, the classic direct-marketing promotion can be nicely divided into the lead, the body, and the close – each with its own objectives and subsequent rules.
The purpose of the lead is to excite and engage the prospect’s heart. The purpose of the body is to provide proof of all claims and therefore satisfy his doubting mind. And the close is meant to convince him that your offer is a great value, making it easy for him to make the purchase.
A third copywriting trick you can use to increase sales is called the Three-Legged Stool. This one is about the three elements that all good marketing copy must have: Idea, Proof, and Benefit.
The Idea, in most cases, is your unique selling proposition – the thing you’ve chosen to highlight in the sales presentation because you feel it will make the strongest impression on your prospect.
Benefit has to do with what the product will do to improve the prospect’s life. Beginning copywriters talk too much about the product and its features. Experienced copywriters know that the prospect cares only about himself and how the product will help him.
I’ve touched on Proof above, in the Rule of Three. Whenever you make a claim, you have to support it. The more proof you have, the easier it will be for the prospect to trust you. And trust is the most important factor in developing profitable relationships with your customers.
What is it about the number three that makes it work in so many ways in marketing copy? I don’t know – but I find it interesting that it’s an important number everywhere in our world.
There are three natural elements (wind, earth, and water), three phases of life (youth, maturity, and old age), three aspects of time (past, present, and future), and three primary colors (red, blue, and yellow).
Religion is full of threes: the Christian Trinity (the Father, the Son, and the Holy Ghost)… the Hindu Trinity (Brahma, Vishnu, and Shiva)… and the Buddhist Trinity (Amitabha and his two Bodhisattvas). There are three major branches of Judaism (orthodox, conservative, and reformed). And Muhammad taught a three-fold approach to God. (”The shariah is my words, thetariqa is my actions, and the haqiqa is my interior states.”)
The triangle and the tripod are two of science’s most basic tools. Three dimensions are the basis of artistic perspective. And literature is replete with threes: King Lear’s three daughters, Macbeth’s three witches, and the three musketeers, for example.
Yes, there is something powerful about the number three. Start employing it by using the three copywriting techniques I introduced you to today. You’ll notice the difference in the feel of your copy immediately. And you’ll see the effect on your sales very quickly too!
[Ed. Note: Get Michael's surefire strategies for getting ahead in business and in life in True Path to Profits: A Master Entrepreneur's Guide to Business Success. Find out more - including how you can get a bonus subscription to Michael's VIP newsletter, Ready Fire Aim - right here.
For more advice on how to write copy that makes sales, check out Breakthrough Advertising by Gene Schwartz.]
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The Easiest Way to Start an Online Business
By George Dahir
If you’ve caught the Internet entrepreneur bug, you probably can’t wait to get started making money with your own website. Of course, you’re going to need a few things first – namely, products and effective sales copy to sell them.
But while you’re working on your products and sales copy, there is a way to start bringing money in the door almost immediately. I’m talking about becoming an affiliate marketer.
As an affiliate marketer, you make a commission by selling other people’s products via your website. And they make it easy for you by providing both the products and proven marketing copy (such as banner ads and sales letters).
Your affiliate business can be up and running in a flash – and it requires very little in the way of start-up costs. All you really need to pay for at the beginning is your website domain and a website hosting service.
While working as an affiliate, you’ll hone marketing skills that you can use to make your “real” Internet business even better… if you decide to go ahead and launch it. Like many affiliates, you might make so much selling other people’s products that you never get around to creating and selling your own.
[Ed. Note: Affiliate marketing does have its own particular techniques - methods that can result in 7-figure or higher paydays. And there's no better way to learn them than in person, from Early to Rise's affiliate program manager, George Dahir, and Web marketing manager, Edwin Huertas. You can join George and Edwin this July in Denver for ETR's Super Affiliate Summit. Find out more here.
Not yet an ETR Affiliate? Get the lowdown and find out if you qualify for the program here.]
Big Pharma’s Cancer Cure Secret
By Shane “The People’s Chemist” Ellison
Corporations are great at keeping secrets. Take Coke, for instance. Coca-Cola is more than 120 years old – and only seven people in the company’s history have known the Coke formula. Then there’s drug giant Eli Lilly. While working as an organic chemist, I was appalled to learn how they methodically kept natural remedies from the watchful eye of the media… remedies that included effective cancer fighters.
Periwinkle, for example, had long been used by practitioners of folk medicine in Madagascar. When Eli Lilly looked closely at the medicinal properties of the plant, they identified about 70 different alkaloids – and they made an unexpected discovery: Periwinkle was effective in treating leukemia, as well as a variety of other cancers.
Remission rates were as high as 50 percent when patients used periwinkle extracts. Despite that evidence, Eli Lilly ended its long-term studies of the plant itself and focused on making more profitable synthetic copycat drugs.
To date, Eli Lilly’s scientists have replicated only two of the 70 anti-cancer compounds found in periwinkle. Unfortunately, the synthetics don’t replicate the highly sought-after remission rates of their nutritive parents.
The final story on periwinkle – according to Big Pharma – is that it’s poisonous (even though its extracts have been used for hundreds of years in Madagascar). If Eli Lilly is half as good as Coke at keeping secrets, this potential natural cancer cure will forever remain under the pharmaceutical drug rug, along with many other less profitable, natural cures.
The lesson: Be wary of what you hear from Big Pharma. Choosing natural treatments is almost always your best, first defense against declining health.
[Ed. Note: Shane Ellison's entire career has been dedicated to the study of molecules - how they give life and how they take from it. He was a two-time recipient of the prestigious Howard Hughes Medical Institute Research Grant for his research in biochemistry and physiology. He is a bestselling author, holds a master's degree in organic chemistry, and has firsthand experience in drug design. Take advantage of his knowledge and insights to look and feel your best in 90 days.]
It’s Good to Know: What Not to Google
As you may expect, searching for pirated software, music, and movies through Google and other search engines is risky business. The top links are often controlled by hackers who offer up computer viruses and other dangerous programs in disguise.
What you may not expect is that more innocuous searches can get you in trouble, too. Here, according to anti-virus company McAfee, are some of the search subjects that have been found to lead to the most “malicious” links.
- Word unscramblers
- Lyrics
- MySpace
- Free music downloads
- Free music
- Game cheats
- Printable fill-in puzzles
- Free ringtones
- Solitaire
Bottom line: Don’t click on links you’re not sure of. Searchers beware!
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Word to the Wise: Phenomenology
“Phenomenology” (fih-nom-uh-NOL-uh-jee) – from the Greek – is the study of human consciousness and self-awareness.
Example (as used by T. Coraghessan Boyle in a New York Timesreview of My Father’s Tears by John Updike): “Among all the writers of our time, [Updike] was the most gifted in illuminating the phenomenological world.”
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