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Charlie Byrne
Associate Publisher

Charlie Byrne is Senior Copywriter and Editorial Director for Early to Rise. Charlie spent the earlier part of his business career as a systems analyst, project manager and consultant in New York City for Fortune 100 companies including Philip Morris, Digital Equipment, and Citicorp as well as New York University and Columbia University.

He then spent over ten years at Reuters Ltd and Interealty Corp designing and implementing financial, real estate and news information services. In 2003, he joined Early to Rise as a senior editor and copywriter. Since then he has helped publish over 1000 editions of ETR, resulting in gross revenues of well over $25 million. He has also produced dozens of winning sales letters and promotions, including two that brought in over $200,000 in under 24 hours, another two that have grossed over $1 million each, and a single sales letter that sold 25 units of a $10,000 product.

Read Charlie Byrne's previous newsletter articles below:

Why I Bought the Same Exact Shoes Twice

Tuesday, July 28th, 2009

Here’s one company that knows the best person to sell shoes to is… someone who just bought shoes.

About two months ago, I bought a pair of Doc Martens on sale at Zappos.com. They’ve got an extremely shopper-friendly website – and good prices too.

Last week, I received this e-mail:

“Just wanted to let you know, we’ve got just one pair of your shoes remaining in stock. After that, we’ll never have these again.”

I ordered them that minute.

It goes back to Michael Masterson’s concept of the “Buying Frenzy,” which he explained in his book Ready, Fire, Aim:

“If you want to maximize the lifetime value of your new customer, you shouldn’t let him cool off after that first sale. Instead, you should send him an immediate thank-you note, along with a bounce-back promotion that replicates the psychological trappings of the prior purchase and stimulates in him, once again, the desire to buy something from you.”

“This is not about high-pressure selling… but about putting the customer in an environment where he can do what he wants to do: Buy once and then keep buying!”

[Ed. Note: Learn more about Michael Masterson's concept of the "Buying Frenzy" in his bestselling book Ready, Fire, Aim: Zero to $100 Million in No Time Flat - plus, get dozens of powerful techniques for taking your business to the next level. Get your copy right here.]

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Simplify Your Life – Starting With Your Home

Tuesday, July 21st, 2009

Judy and John are great friends of ours. They are kind and generous people who lead a very rewarding life. But what struck my wife and me when we visited them this summer is how remarkably simple it is.

Their home is tastefully but almost sparsely decorated with quality furniture, a few pieces of just-right art, household necessities, and little more.

The simplicity of Judy and John’s lifestyle made a big impression on us. It was even more striking in contrast to what we witnessed at the next stop on our road trip, the home of two other good friends.

Like Judy and John, Chuck and Laura are kind and generous people, but thousands of trinkets and knick-knacks overpower their home. There is “stuff” everywhere. You can’t even sit down without first moving a pile of something or other.

How does this happen? I can tell you from my own experience…

You begin by shuffling things around to make room for more things. Then you start buying duplicates because you can’t find the originals. (”I know it’s in here somewhere.”) At some point, you get so overwhelmed that you just stop trying to keep everything organized.

You don’t have to live that way.

Here’s how my wife and I got out from under the mess we’d created in our home several years ago…

We sat down and came up with a plan. We would do one room at a time, one each weekend. Anything we hadn’t used recently or that had no sentimental value was fair game. Big items would go to charity or a yard sale. Other things, I’d put up on eBay.

Soon thereafter, shelves and closets were emptied and space began reappearing.

The feeling of freedom was palpable.

[Ed. Note: Ready to take charge of your life and get your goals back on track? Check out Early to Rise's Total Success Achievement program. With success mentor Bob Cox, you'll learn how to set and achieve all you want out of life.]

For more of Charlie’s thoughts and insights, check out his blog at http://CharlieByrne.BlogSpot.com.]

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5 Simple Steps to Making Weight Loss Fun and Effective

Tuesday, July 14th, 2009

Your biggest roadblock to staying fit is probably that it isn’t fun. I just read a study which found that most overweight folks don’t find exercise enjoyable. Worse, instead of feeling energized, they feel tired after a workout.

No wonder it seems to be so hard to lose weight!

But, no matter what you have experienced in the past, losing fat can be fun and fast. It doesn’t require long, boring workouts. It can also mean making new friends by participating in fat-loss forums and group training or fitness classes.

If you are just getting started, here’s what you need to do…

1. Get a trainer or nutritionist for professional accountability. Research from Stanford University found that this improves fat-loss results.

2. Work out with a friend who is also losing weight. It will help keep both of you motivated.

3. Go online and get social support in a weight-loss forum.

4. Join a bootcamp and work out to cool music with new friends.

5. Get a nutrition buddy at work who will help you stay on track.

Combine the social support with good eating and proper workouts, and you’ll feel energized all day long. Soon you’ll completely transform your body and boost your confidence… and you’ll be living the fat-loss lifestyle forever!

[Ed. Note: Exercise doesn't have to be grueling or boring. Fitness expert Craig Ballantyne has put together a high-energy program that allows you to burn fat and build muscle in three 45-minute sessions each week. Learn more here.

For more easy-to-implement ideas about how to live longer and feel better, get your free subscription to ETR's natural health newsletter.]

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Could This Be The Worst Ad Ever?

Saturday, July 11th, 2009

Over the past few years I’ve made a lot of good friends at the local running store here in Delray Beach. It’s where I buy my Brooks Beast running shoes… I enjoy the training runs and races they sponsor… and I get tons of good advice from them practically every week.

But brother, was I disappointed when I got this e-mail from them last Saturday. Here’s how it read, more or less:

“Special Sunday Event – Several running experts speaking on various topics – $15.”

Ouch!

No specifics. No proof. All summary and generalization.

It’s a weak, weak, weak recipe for disastrous copy. Suppose, instead, their e-mail had looked more like this…

Coming This Sunday, Power Up Your Running to the Next Level!

  • Four-Time Miami Marathon Finalist John Smith explains how to cut 15 minutes off your fall marathon time…
  • Palm Beach Orthopedics Institute director Mary Jones gives you the 4 secrets to avoiding training injuries and getting in the best shape of your life in the next 6 weeks…
  • Nike Shoes Director of Advanced Technology Jim Jackson previews their breakthrough new X-743 running shoe (on sale 25% off Sunday only).

Specifics… Proof… Details… Facts, figures, names, and places… Oh yes, and that little matter of Benefits!

Now that, I might pay $15 for!

[Ed. Note: Just by applying a few simple but powerful rules to your sales copy, you can grab more attention from prospective customers and motivate them to buy. Now, one marketing legend responsible for over $2 billion in sales can show you the sales copy secrets that could help explode your profits by more than 10,000%. Get all the details here.

And for more of Charlie's thoughts and insights, follow him on Twitter at http://CharlieByrne.BlogSpot.Com.]

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“Fruitful” Marketing Lessons From an Over-Abundant Tree

Monday, May 11th, 2009

Our little “Paradise by the Sea” here in Delray Beach, Florida is not only blessed with miles of gorgeous sandy beaches… lined with dozens of casual, eclectic, and gourmet restaurants… and overflowing with hip clubs and art galleries…

It’s also home to a huge number of… drum roll, please.

Mango trees.

I mean, really. It’s almost ridiculous!

The trees rise to the sky on practically every street – in front yards, vacant lots, village parks, and any number of other accessible, public spaces.

Hundreds upon hundreds of mangos hang off every tree. Branches bend down from the weight, putting the succulent fruit within the grasp of any man, woman, or child who cares to enjoy one.

And it was on one of my morning runs last week that I realized there was something terribly wrong with this picture!

All this wonderful fruit right there for the taking, but none of it had been picked! I examined no less than seven trees, and couldn’t find a single stem missing its mango.

Why? Why, for example, hadn’t I taken one myself?

The answer, of course, was simple. It’s the same reason folks don’t take the coconuts that are falling off trees all over town.

And the same reason why I never went to the top of the Empire State Building when I worked in New York City… and walked past it every day.

Because I could do it whenever I wanted!

And that’s why Delray Beach’s overloaded mango trees are an ideal illustration of two closely related marketing principles…

Urgency and Scarcity

In marketing terms, urgency means that the supply of a product is limited by time.

Ever get involved in an eBay auction when the clock was running out? How about getting up at 5:00 a.m. to be one of the first customers in line for a day-after-Thanksgiving “Black Friday” sale? If so, you know the power of urgency.

Scarcity means that the supply of a product is limited by quantity.

Both urgency and scarcity arouse the human desire to want that which we can’t have.

Right now in Delray, we have an unlimited supply of mangos, and they’re going to be around for a long time. So there’s no scarcity… no urgency. As a result, you literally can’t give them away.

If you’re not tickling your prospects’ emotional impulses to buy NOW, I’m willing to bet your products are suffering from a similar fate.

When you apply the principles of scarcity and urgency to bring your marketing alive, your sales can increase dramatically. I’ve seen it many times – and I’m talking about increases of 100 percent to 1,000 percent. In fact, this is probably the simplest, cheapest way to multiply your revenues instantly.

Our colleague, “Product Launch” guru Jeff Walker, knows all about it. He’s brought in, and helped others bring in, more than $53 million in the past five years in all kinds of niches and markets. Virtually all of Jeff’s success is built around the mastery of scarcity and urgency.

According to Jeff, “Scarcity is probably the single biggest mental trigger there is. No matter how many times I’ve seen it used, it’s always breathtaking to see how it moves people to action. I’ve seen WAY too many people underestimate the power of adding a scarcity component to their marketing. If you fall into that trap, you will be leaving a huge amount of money on the table.”

So how can you pick up all that cash you’ve been leaving on the table?

There are plenty of ways, even if you are selling a product that is in infinite supply – an e-book, for example:

  • Urgency: Add a bonus for a limited length of time.
  • Urgency: Reduce the price for a special holiday sale.
  • Scarcity: Add a bonus – but only for the first 150 buyers.
  • Scarcity plus Urgency: With this “launch and retreat” approach, you sell a specific quantity of the product during a specific period of time, and then take it off the market. (”This Memorial Day weekend only, I’m offering just 100 of these information-packed e-books. Sale ends Midnight Monday or when the 100 are gone – whichever comes first.”)

Taking your product “off the market” at a specified date and time might sound scary. What if a bunch of prospects show up at your website the following week looking to buy what you just stopped selling? Wouldn’t you be kicking yourself over that lost opportunity?

Perhaps. But I can pretty much guarantee one thing. The overwhelming number of sales you’ll make during a scarcity/urgency campaign will make the number you might lose utterly insignificant. In addition, when you “re-open” your next campaign, you’ll already have a certain amount of “pent-up” customer demand providing fuel for your fire.

One Important Caveat to Keep in Mind…

You want to add scarcity and urgency to your marketing, but you want it to be genuine.

As Michael Masterson told me, “There has to be a legitimate reason for the scarcity. If you’re faking it, customers will see through it and it loses its power.”

He suggested a few ways to “make it real” for them: Explain that you had only 100 of the special reports printed up. (Why not show the actual invoice?) Or that the fire code limits the conference room to 75 people. (Why not take a photo of the actual sign in the room?) If you’re selling personal coaching services, explain that you have only so much time. If you’re selling an investment advisory service, explain that if too many people get the same recommendation, they can initiate a buying frenzy that artificially pushes up the price.

I’m just touching the surface here – but you get the idea.

Last month, I sat on a panel in New York City with Bob Bly for a discussion about the effectiveness of scarcity, urgency, and related techniques.

It was part of a retreat where Bob presented virtually ALL of his moneymaking marketing secrets for two DAYS.

We’re going to be releasing that information in the near future in a new program.

And guess what?

We’re doing it only in limited quantities. (Imagine that!) And for a limited time. (Surprise!)

Why? Well… now you know why!

How are we going to do it?

To tell you the truth, we haven’t figured that out yet. But come along for the ride and you’ll get to see exactly how this product gets launched.

If you want that experience… plus first crack at discovering what Bob’s breakthrough marketing program is all about… get on the no-obligation Hotlist now.

This will probably be your only chance to get this program this year.

Meanwhile, think about what simple steps you can take right now to add scarcity and urgency to your own marketing campaigns.

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What the Heck Are These Delusional Madison Avenue Types Thinking?

Saturday, April 11th, 2009

Sometimes I get good ideas from looking in other business niches and seeing how they might apply to direct marketing and internet marketing.

But every once in a while I also see horrendous ideas that make me ecstatic that I’m not in another industry. Here’s one shocking example…

 The March 30 issue of TelevisionWeek trade magazine featured an article on how, despite the recession, the upcoming Major League Baseball programming season is expected to do well from an advertising standpoint. OK, fair enough.

But I almost fell off my chair reading a couple of lines in the piece…

Nearly Insane Comment #1:  “[Baseball is] DVR-proof, live, exciting, and localized.”

I can see why the quoted TBS executive would like his trade readers to believe TBS’s product (ad space during baseball games) are “Digital Video Recorder proof”. But his comment goes against my experience. As a baseball fan with a DVR, here’s how I watch a game…

1) Set DVR to start recording game at actual start time (say 7:30). 2) Do something useful (work out, cook dinner, write) from 7:30pm to 8:30pm. 3) Sit down and watch game starting at 8:30PM, fast forwarding through all commercials and thus watching a 2.5 hour game in about 1.5 hours.

Direct Marketing Principle Violated #1: Knowing the behavior of your prospects. But it’s understandable that 99% of TV advertisers don’t know this, because of…

Nearly Insane Comment #2: The new “MLB Network Channel” is already being piped into over 50 million homes, but “Nielsen won’t be ready to provide ratings for the channel until after the fourth quarter – after the 2009 season ends,” said the article.

Direct Marketing Principle Violated #2: Measure immediately; cut your losers, run with your winners.

Can you – as a smart Early to Rise reader – even imagine spending probably billions of dollars launching a new business, and not being able to determine your actual “size of your list” for nearly a year? This would be funny if it were not so sad.

One easy way to get good business ideas from other business niches is to think about how you can “migrate” techniques that are working in that niche into your niche – where perhaps no one’s using them yet.

But this example shows equally that keeping on eye on other niches can show exactly what you should NOT be doing!

[Ed. Note: Charlie Byrne is Associate Publisher of Early to Rise. Get up-to-the-minute ideas by following him on Twitter at www.Twitter.com/CharlieByrne.]

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How “The Liberty Street League” Got Its Name

Monday, February 23rd, 2009

Walk outside the marbled lobby of the New York Stock Exchange, and you’ll find yourself right in the heart of Wall Street.

Take a few steps away from the grim reality of “The Street”… past the offices that once housed Merrill Lynch… beyond the New York Sports Club, where finance managers now sit crying in their single-malts.

Stroll through historic Trinity Church, where investors are welcome to pray for mercy, and glance at the cemetery next door, a reminder of the ghosts that haunt this once-proud neighborhood.

Then, when you’ve had enough of Wall Street, walk north a block or two past Citibank and HSBC. And it is there, on the outer edge of New York’s financial district, where you’ll finally come to a brighter place: Liberty Street.

That is exactly where I found myself earlier this year. I was in downtown Manhattan on business, when I looked up and saw that street sign.

“What do you know,” I thought, “I’ve just traveled ‘off Wall Street’… and suddenly I’m on ‘Liberty Street.’”

The symbolism was too powerful to ignore. And that’s how “The Liberty Street League” got its name.

These days, most of us would like nothing more than to distance ourselves from Wall Street and find our way to “Liberty Street”… a place representing the desire for independence and personal freedom that’s deep in our hearts and souls.

Our forefathers envisioned an America where every man and woman could find success… where they could create a life of their own choosing and their own dreams. But now, culminating in this current economic crisis, our great country seems to have strayed off course.

That presents you with a great opportunity… to commit to taking a better route to attaining an abundant life for yourself and your family… personal financial freedom… and the pursuit of your own happiness.

In short, it’s the perfect time to go “off Wall Street”… and, instead, join nearly a thousand of your fellow Early to Risers on “Liberty Street.”

[Ed Note: If you’re ready to look away from Wall Street, ETR wants to welcome you to a different place, a place that promises a new, exciting, and fresh path to prosperity. Discover how fast and simple it is to join The Liberty Street League right now!

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Don’t Send Mixed Messages

Tuesday, February 17th, 2009

Overheard in our offices at Early to Rise this week…

Actual interview for a Customer Service Telephone Representative position!

Consider this the new Poster Child for how not to interview for a job…

ETR: Hi, thanks for coming. So, first of all, tell me… why are you leaving your current job?

Applicant: The calls. They are so stressful.

ETR: What do you find stressful about them?

Applicant: There are so many. And the people, they’re all unhappy.

As Dave Barry sometimes says, “I’m not making this up.”

Talk about sending the WRONG message.

NEXT!

Words do matter.

Make sure you’re sending the right message about yourself… your products… and your company.

[Ed. Note: Learn how to present yourself in the best light, and you'll double your chances of getting the job, making the sale, or impressing the customer. Discover how to command respect from your peers and take control of your own destiny right here.

Get more of Charlie's offbeat but useful ruminations and discussions on copywriting, marketing, new technology, and business process improvement right here.]

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Simplify Your Life (and Make It Pay Off in More Ways Than One), Part 2

Monday, January 19th, 2009

When we left off on Friday, I said, “Just a few weeks ago, my wife and I decided that something need to change, because we didn’t want to live that way. [And what I meant by "that way," was the way our friends Chuck and Laura were living.] We came up with a plan and have already started fixing the problem.”

Here’s what happened . . .

It was Saturday morning at breakfast. Patty and I had come to the realization that our life was getting way too complicated . . . starting with the “stuff” that was piling up. The closets were full . . . all kinds of bric-a-brac everywhere. We figured our house looked the way Chuck and Laura’s house probably looked a few years ago. That was an unsettling thought.

We knew that we had to simplify, but hadn’t yet come up with much of a plan to do so. That’s what we hoped to accomplish over the weekend.

But before tackling this major issue, we engaged in some minor small talk. And that’s when I made the mistake of mentioning that I wanted to renew my basketball season tickets. Understand that this is something that is important to me — one of the ways I promised to reward myself for working so hard. My mistake was that I’d “forgotten” to mention it to my wife sooner, and it didn’t get added to our budget when we set our yearly goals. Now payment was nearly due, and that’s when the crap hit the fan.

“You want to spend HOW MUCH?!” was my wife’s vociferous (see “Word to the Wise,” below), but fair, reaction.

So it wasn’t a good start to the weekend. I’d probably picked a bad time to bring up the subject in the first place. We weren’t exactly looking forward to the effort that was going to be involved in “simplifying our life.”

But then I got an idea.

“Suppose those basketball tickets don’t cost us anything? Then it wouldn’t be a problem, right? I can sell a lot of this old stuff. And whatever I make, I can put toward the tickets. We were going to throw out half of it anyway.”

“If it gets this mess cleared up, it’ll be fine with me.”

So it was settled.

I set some goals. I would do one room at a time, one each weekend. Anything we hadn’t used recently or that had no sentimental value was fair game. Big items would go to charity or a yard sale. Other things, I’d put up on eBay. I decided on a certain amount of money that I wanted to make each week.

That was about a month ago. The plan is working. By linking the unpleasant task of clearing out old junk to the reward of my tickets, I’ve become highly motivated.

We’ve already gotten rid of:

* last year’s cell phones
* reference books from an old hobby or two
* an awful but fairly valuable poster (temporary insanity — bought in New Orleans)
* various obsolete (to me) electronic gizmos
* about half a dozen horrible gifts, too tasteless to even pass on to distant acquaintances

Now my wife is getting ready for the yard sale we’re going to have in a few weeks. We’re going to take advantage of some good tips that she picked up from a radio program the other day: Only put out decent stuff, not garbage . . . sort things by category and set up separate areas (clothing, kitchen, toys, etc) . . . buy some donuts and offer them free to the first people who show up (”Free donuts, while they last!”).

Meanwhile, as a result of the eBay sales, our shelves are already starting to empty. Space is reappearing that we haven’t seen in years. My wife is delighted.

My basketball account rep called the other day to say my tickets would soon be on the way. I am delighted.

Having an emptier house gives it a lighter, fresher feeling. It almost seems to have more energy. Chuck and Laura will be down this winter to visit us. Maybe they’ll be inspired to make some changes themselves after they see our new, simpler life.

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Simplify Your Life (and Make It Pay Off in More Ways Than One), Part 1

Monday, January 19th, 2009

Judy and John are great friends of ours. Recently retired, they own a beautiful waterfront house in Maryland, a small condo in Florida where they “winter,” and a sailboat just large enough for the occasional cruise down to the Bahamas.

They are kind and generous people, who lead a very rewarding and enviable life. But what struck my wife and I when we visited them this summer is how remarkably simple it is.

Their home is tastefully but almost sparsely decorated with quality furniture, a few pieces of just-right art, household necessities, and little more. They have no cable TV and no magazines. They buy books (lots of books), read them, and then pass them along to others. And when they decide to take a trip (which they often do), nothing stands in their way. Their children are grown and they have no pets. So they can pack up and leave for a month, on a few hours’ notice.

The simplicity of Judy and John’s lifestyle made a big impression on us. It was even more striking in contrast to what we witnessed at our next stop, the home of two other good friends of ours.

Like Judy and John, Chuck and Laura are kind and generous people — and their children, too, are grown up and living on their own. But there, the similarities end.

Literally thousands of trinkets and knick-knacks overpower their entire South Carolina home. There is “stuff” everywhere. You can’t even sit down without moving a pile of something or other.

The dog seems to have some kind of psychological problem (I believe he thinks his tail is a cat) and requires almost constant attention.

They have five — five! — cars that are shuffled in and out of their narrow driveway on a regular basis, depending on . . . it’s not clear what. There are only two people here, yet some of their vehicles have enough room to accommodate the Von Trapp family.

We brought a “hospitality thank-you gift” for them, but after walking in, we realized that giving it to them would be a cruel joke. The last thing they needed, was one more thing.

The issue came into focus when the trip was over and we were back home.

Looking around our house after being gone for those few weeks made it distressingly clear that we were in danger of creeping into the scary territory we’d just left. We were getting very close to having “stuff” all over.

Back at work on Monday morning, I mentioned it to Michael Masterson.

“I’ve written about this before,” he said. “Your home should reflect who you are, what your values are, and the things that you feel are important in your life. If it doesn’t, neither you nor your guests will feel comfortable in it.”

I looked through the ETR archives and, sure enough, that’s one of the main points he made in Message #835.

Our home was starting to not feel like “us.”

My office was full of computer reference manuals and old entertainment equipment was piled up on shelves and in closets. My magazines were stacked in almost every available space throughout the house. A poster that my wife hated from the day I brought it home was still hanging on the wall (and I wasn’t really crazy about it anymore either).

It’s easy for things to slowly deteriorate — so slowly that you don’t even notice it at first. The toll it takes is subtle but very real.

You begin spending time shuffling things around instead of engaged in productive activities. You start buying extra things because you can’t find the originals. (”I know it’s buried here somewhere.”) At some point, you get so overwhelmed it’s tempting to just give up trying. You feel that you’ll never get out from underneath all the mess.

You don’t have to live that way.

About a month ago, my wife and I decided that something needed to change, because we didn’t want to live that way. We came up with a plan and have already started fixing the problem.

On Monday, I’ll tell you how we did it, and how I got a very nice “personal bonus” out of it to boot!

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Here’s a Good Idea (If You Want to Bankrupt Your Business)

Thursday, January 8th, 2009

No wonder the U.S Postal Service is in serious trouble. They apparently think having too many eager new customers is a problem!

Let me explain…

On a recent trip to a small town in Maine, I stopped at the local post office. And to kill time while (of course) waiting in line to mail my package, I grabbed a brochure.

The first problem was minor. At first glance, I could tell that the brochure was clearly meant to be “company internal” (for staff only), yet piles were sitting openly on the counter. Okay, no big deal. We all make mistakes. Meanwhile, having nothing else to do, I started reading it anyway. That’s when things got much worse…

The purpose of the brochure was to explain to Rural Delivery agents that, when they’re delivering mail or packages, they should be on the lookout for customers who are using competitors (presumably FedEx, UPS, etc.). If an agent notices such a prospect, they should “ask the customer if they would be interested in [better service]” and, if so, get their information and fill it out on a “lead card.”

This, the brochure pointed out, is a “great opportunity to capture more revenue from the small to midsize customer base.”

So far, so good, right? I thought so too. But here’s the kicker – and I hope you are sitting down…

The “Q & A” section toward the end of the brochure started with this question: “How many leads should I submit a month?”

Any sane businessperson’s response would be “As many as you can get – and hopefully even more!”

But apparently that’s not the USPS way. Here is their guideline:

“Only submit 1 or 2 leads a month. There are a limited number of [follow-up personnel], and ensuring that all leads are addressed in a timely manner is the top priority.”

I almost fell to the floor!

I could go on about how many ways this is SO incredibly wrong. But since you’re an educated Early to Rise reader, I don’t think I have to. You know better.

You know that if you can get contact information for prospective new customers, you get it. Immediately and without hesitation. You can always figure out what to do with those names later – but you’ve got to capture those leads!

[Ed. Note: Master a few simple secrets of classic marketing, and you can sell snow to a polar bear. Discover 12 of the most effective marketing strategies around in Changing the Channel, the Amazon.com best-seller by marketing masters Michael Masterson and MaryEllen Tribby. Pick up your copy today.]

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Your Special Holiday Gift from Early to Rise

Friday, January 2nd, 2009

Charlie Byrne offers a simple strategy that can help you attract more customers, write stronger sales copy, and make more sales.

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Make 2009 Your Best Year Ever – Resolution #11: Overcome Writer’s Block Forever With These 6 “Quick Start” Techniques

Friday, January 2nd, 2009

As the train pulled out of station Montparnasse in Paris I was surprised by who I saw at the end of the car.

I already knew that Michael Masterson, one of the world’s top copywriters, was on board and heading to the French countryside for the three-day writing conference I was attending. But now I saw John Forde taking a seat beside him. To have Forde presenting at the conference as well as Masterson would be a fabulous extra bonus.

I walked up towards the front of the car to say hello, but as I approached, the two writers were embroiled in an animated discussion. Michael had already laid out a few pages of scribbled notes on the spare seat beside him. It turns out these were the seeds of some golden writing nuggets that I would be getting at the conference… and which I’m going to share with you today.

At 8 a.m. sharp the next morning Masterson and Forde began revealing the secrets of their copywriting craft to some 25 fortunate protégés at the conference center in Courtomer.

The first order of business?

“Introduce yourself, where you are from, and what got you interested in writing,” John Forde said.

We started going around the room.

“I was raised in a family of book lovers in Johannesburg. There was never a television. Our house overflowed with the classics, from Aristotle to Shakespeare. As a life-long reader I naturally drifted towards trying out writing myself,” said a charming young lady from South Africa.

A portly Englishman was up next. “I love rock music, and I used to read the Rolling Stone magazine from the U.S. They had some good journalists… Hunter Thompson and some others,” he said. “It got me hooked on the whole writing thing.”

Lars from Deutschland spoke next. “I read The Sun Also Rises eight years ago and immediately knew I wanted to be a writer.”

By the time we’d gone around the room, John Forde had noticed an interesting trend.

“No less than half of you have mentioned great storytellers as being a major influence or at least something you’re interested in. And maybe that’s not a coincidence,” Forde said. “Because the ability to tell good stories – even in sales copy – can be a powerful skill.”

“And as luck would have it,” Masterson chimed in, “over the next three days, you’re going to learn all about how to write more powerful story leads… and five other kinds of leads as well.”

An ETR Reader Faces a Common Problem

If you’re not familiar with the term, a “lead” is the beginning portion of an article. I was reminded about story leads, and my trip to the France writing conference, when I received a letter from ETR reader Heidi Walter.

Heidi writes, “I have recently started creating and selling e-books and other products online. I am a fairly good writer and an excellent editor.  But where I fall down is in getting ideas to begin the sales letter.”

She continues, “I make a list of features and benefits and write some headlines, then I stare at them and nothing happens! Do you have any tricks you use to get your own creative writing juices going?”

Well, Heidi, yes. It just so happens that thanks to John Forde and Michael Masterson, I do have a “trick.” And it’s a very powerful one that Early to Rise readers have never heard about until today.

You already know that copywriting is a lucrative career opportunity. And writing – whether it’s sales copy or articles for your e-mail newsletter – can help you become an expert, gain recognition, and make more money.

That’s why I want you to resolve – today – to use the technique I’m about to show you to write better and more often.

There are dozens of ways to begin a sales letter. But at the France conference, in a breakthrough session, Masterson and Forde explained for the first time ever that there are six core ways to begin a sales letter:

  • Offer/Promise
  • Invitation  
  • Prediction
  • How To
  • Secret
  • Story

So as a writer facing that blank screen, the first thing you can do is think about your product or service and then decide which approach you would like to use.

Let’s say for example you have a llama obedience training service. You should come up with some headline ideas for each lead type that would indicate how your sales letter would then start.

Examples:

Offer: “Now Raise Healthy, Happy Llamas in 90 Days or Less for Under $100 – or You Get Every Cent Back.”

Invitation: “You Have Been Selected to Join a Private Group of the World’s Leading Llama Enthusiasts.”

Prediction: “This August 15, a Global Crisis Will Strike the Animal Kingdom. But a Few Savvy Pet Lovers Will Profit Dramatically.  Here’s How to Get In…”

How To: “How to Make a Killing in the Surprising New Llama-Training Franchise Market”

Secret: “Bizarre ‘Miami Method’ Behavioral Program Shocks Experts”

Story: “We Were 15KM Outside Brisbane When the Road Began Trembling…”

Masterson and Forde went on to explain how these six leads further fall into two broader categories, direct and indirect.

An example of a direct lead is, “Here’s a pill that will lower your cholesterol level.”

An example of an indirect lead is, “John  felt a sharp pain in his chest…he bent over…”

Direct leads are more “in your face” because they come right out and tell you about the offer.

Indirect leads do NOT come right out and say what the subject is all about. The reader needs to follow the story; he needs to get into the action and the emotion before any solution (product or service) is offered.

Deciding Which Type of Lead to Use

Typically, the closer the relationship between the reader and the writer, the more direct the message is. So in your marketing, you would often use direct leads for ads or promotions to your existing customers (i.e., back-end packages).

Offers to prospects who don’t know you yet (i.e., front ends) need to be “softer” so that in the writing you have time to lay the groundwork of trust.

Entire books could be written on this topic of leads. In fact Michael Masterson is doing exactly that (stay tuned to ETR for details).

But until Michael’s book becomes available, the next time you are facing that blank screen, here what to do.

First decide: direct or indirect.

Then pick out one of the six core lead types.

At the very least, you’ll have a fairly well-defined frame of reference or starting place that can help you get the ball rolling. And as we all know, once the ball is rolling, it only gets easier from there.

 

[Ed. Note: Getting started with your sales letter is the hardest part. Once you’ve used Charlie’s strategy for getting the ball rolling, you need to fill your promotion with tried-and-true techniques for getting your customers to buy. Explode sales growth with a $10 million book by a true marketing master.]

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Here’s Your Ticket Out of the Recession

Friday, December 12th, 2008

If the recession has you paralyzed in your tracks and scared shoeless for your financial future, here’s a radical idea.

Start your own online business. Yes, and do it right now.

Naturally, you may think this is the worst possible time for taking a step outside your comfort zone. But that logic simply doesn’t fly, according to MIT researchers.

They noted that William Hewlett and David Packard founded Hewlett-Packard in 1939, when the Great Depression had been underway for a full decade. And in September 1945, Masaru Ibuka started Sony – after his country had been devastated by war and was occupied by a foreign power.

And how about starting a company while interest rates are skyrocketing, with the stock market having dropped 45 percent the previous year and the country suffering the aftermath of both a presidential scandal and a war it had just lost? Well, despite all that, in 1975 Paul Allen and Bill Gates started Microsoft, says the MIT team.

Still not convinced?

The January 2009 issue of Fortune Small Business reports that no fewer than 18 of the 30 companies currently comprising the Dow Jones Industrial Average were launched amidst economic downturns!

The verdict is clear.

Don’t let a temporarily slow economy stop you from getting started right now on a lifetime of future wealth.

[Ed. Note: Don't know where to start when it comes to getting an Internet business off the ground? Not to worry - ETR has you covered. As a member of our elite Internet Money Club, our team of experts will walk you step by step through everything from setting up a website to creating your products to writing sales copy, and much more. Get the details here.]

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When “Tomorrow” Is One Day Too Late

Friday, November 14th, 2008

“It’s funny,” I commented to Peggy. “We have a security system for the Maine summer cabin, but nothing here in Florida where we LIVE.”

“Yeah, you’re right. We should really do something about that.”

“Yeah, we really should.”

That was three months ago.

Now flash-forward to a few weeks ago. I was checking into a Baltimore hotel for an important business conference when my cellphone lit up. It was Peggy. Odd, I thought. She knows I’m busy right now.

“Charlie…” My wife was in tears. “Charlie, we’ve been robbed.”

“I’ll be on the next flight home,” I said.

Since then, we’ve both wasted days and days recovering from the theft. Police reports. Insurance reports. Searching for old receipts. House and car locks and keys changed. Alerts on bank and credit accounts. Buying replacement electronics.

Insurance will cover the physical losses, but the emotional and productivity losses can never be reclaimed.

Some things seem important enough to act on only after it’s too late to do so.

“I really should do that some time soon” turns into “I really wish I’d taken care of that when I had the chance.”

I don’t want you to make the same mistake I made and end up with BIG regrets for failing to take SIMPLE actions. I want you and every Early to Riser to take a few steps that could make a major positive difference in your future. And I want you to do it today.

For Your Personal Life

  • Do you have a lawyer? A will? A living will? What would happen if you got hit by a truck at lunch today?

Maybe you consider yourself too young to be worried about such things. Maybe you don’t have much money (certainly not anything that you’d consider an “estate”). Doesn’t matter. Just because you’re not a millionaire is no reason to think you don’t need to have a serious sit-down with a capable attorney. Find a good lawyer and set up a meeting to discuss these important issues.

Sure, you can draw up the basic documents online for 50 bucks. But I think it’s worth spending a couple of hundred dollars – maybe even a thousand – to get good advice and professionally prepared documents at least one time in your life. Your spouse, children, or next-of-kin may thank you for it one day. And the peace of mind you’ll have knowing that your “papers are in order” is something that’s hard to overestimate.

  • Have your life insurance and disability insurance kept up with your lifestyle?

One of the keys to building wealth is to NOT increase spending while you ARE increasing your income.

But that doesn’t stop many people from acquiring more expensive homes, cars, and other toys as they start earning more money. If that’s what you’ve been doing, think about it: If you were seriously injured (or worse) tomorrow, would you be leaving your family with a financial nightmare to clean up? You really have two options. Start downsizing to the level where you really belong… or make sure you’re adequately covered in the event of disaster. Do one, do the other, just don’t do nothing.

  • When did you last back up your computer files?

So many of us now have a huge part of our “lives” stored on a fragile magnetic strip spinning around at 7,200 RPM. Important documents. Financial records. Treasured photos. Key contact information. Future travel plans and receipts. And it all can be gone in an instant and with no warning.

If your computer fatally crashed a minute from now, how many hours/days/weeks would it take you to recover? Some information could be gone forever. The alternative is to spend a few minutes now – and on a regularly scheduled basis going forward – copying your information to a DVD and storing it in a separate safe place.

  • Do you have key papers (or copies) in a safe-deposit box?

Should you ever have a serious house fire, you’re going to be faced with a world of problems. (It happened years ago to Peggy, and it still haunts her). Finding your insurance papers, your mortgage, and your birth certificate – so you can start rebuilding your identity and your life – shouldn’t be among those problems. Renting a safe-deposit box could be the best $35 a year you’ll ever spend.

  • When was the last time you got your car checked out? What about your furnace and plumbing?

Waiting until stuff falls apart or breaks down is for losers. Take your car in for service on a regular basis. Get the tires rotated, belts checked, fluids refilled. Join AAA. (With all the electronics and computers under the hood of a car these days, you’re not going to be able to fix anything yourself on the side of the road.) Have your oil burner serviced well before winter, and your A/C serviced well before summer. You get the idea. But get these things scheduled on your calendar now.

For Your Social Life

  • Write a personal card or letter to an old friend to say something that you’ve been thinking about for years.

Maybe you made a mistake that’s been haunting you. Or you never got around to that “thank you.” So you have a choice. A lifetime of nagging regret (if it’s lasted this long, it ain’t going away) – or taking a moment now to deal with it.

Quick story. When I was 16, my neighborhood pal Chris woke up to discover his father had died. It was on a Friday morning. Over the weekend, I watched through my window as their family gathered and mourned. I didn’t know what to say, so I didn’t say anything. My parents and I had planned to go to the wake on Sunday afternoon, but didn’t (for reasons I can’t recall). As the weeks passed, I started running into Chris again, but still said nothing. Years passed and we went our separate ways. But it always bothered me.

Last year, I reconnected with Chris over the Internet. We chatted for a few months. Finally, I wrote to tell him how sorry I was that I’d never said anything about his father’s death. “Don’t feel bad,” he said. “I was the one who went into hiding. I was the one who never talked about it. I don’t remember anything about you not ‘being there’ for me.”

So I’d suffered years of guilt for no reason, when a few kind words at the right time, or a quick note even a month or a year later, could have avoided it.

For Your Health

  • Make appointments for complete examinations with your doctor and dentist. That includes getting a full blood workup.

Sure, a preventative trip to the doctor or dentist can seem like something of a time (and money) waster. But what you don’t know CAN hurt you. Putting off making these appointments is just plain dumb, and an invitation to something much worse than “a little discomfort” down the road.

  • Throw out all your junk food right now.

Go into your kitchen and dump out the candy, the carbs, the tempting junk you know you should NOT be eating. Put it all in the trash. Enjoy the “bad” stuff a few times a year (pumpkin pie, eggnog) – but otherwise, out of sight, out of mind.

  • If you’re not already working out, start a fitness regimen today. As Craig Ballantyne has pointed out in these pages, even doing ONE small thing more than you do right now can help you become healthier. Search the ETR archives and you’ll find plenty of additional great advice on starting an exercise program.
  • Better yet, ETR’s “sister” publication, Total Health Breakthroughs, gives out some of the most powerful, useful, and actionable health-improvement ideas available anywhere. The newsletter is published twice a week, and it’s free. If you don’t already get it, sign up here – it takes about 30 seconds.

For Your Wealth

  • With the stock market in the tank, IRAs and 401(k)s in trouble, employers laying off hundreds of thousands, and the government going broke, who can you rely on these days?

Yourself. That’s right – you and only you.

But there is good news. It’s NEVER made more sense to (at the very least) LOOK INTO starting your own online business. In fact, it’s almost insane NOT to do it. Getting started online is ultra cheap. You don’t need to rent a store, hire staff, manufacture products, or deal with 99 percent of the reasons you probably think you can’t do it (because it’s too complicated/expensive/time-consuming/etc.).

I spent Sunday through Wednesday of this week with about 200 Early to Risers who now know that “starting a business is impossible” is no longer the case. At our Bootcamp, they told me they are taking personal control of their lives because they know that being passive at this time in history is pretty much like saying “Okay, so the country is going broke and my future is up in the air. But I’m just going to sit here and hope for the best.”

Get going now. Check the ETR archives for tons of idea on starting an Internet business. Better yet, get the best and latest ideas hand-delivered to your living room with our Bootcamp DVD set, on sale for the next 2 days only.

Listen, I don’t want to brag or boast. But when I walked out of Bootcamp on Wednesday afternoon, I had a tough time leaving the hotel because so many of the attendees were stopping me to thank me, over and over. More than one mentioned specific sessions that they said “will change my life.” Check out the Bootcamp DVD set and I think you will have the same experience.

  • And finally, to help manage and grow your existing portfolio, check into another one of our “sister” publications, Investor’s Daily Edge. You’ll find some of the best advice on making it through these rough times from the nation’s leading investment advisors. IDE is worth a fortune, but you can get it at no charge right here.

So there you have it. A baker’s dozen of actions you can take right now to avoid a future of regrets.

One final thing…

Don’t close this page and save it for “later.”

Print it out right now. Start checking off each item right now. Set a deadline for yourself – a week… a few days… better yet, today – by which time you’ll have taken at least a first step on each one.

And keep in mind the words of author Og Mandino…

“I will act now. I will act now. I will act now. Henceforth, I will repeat these words each hour, each day, every day, until the words become as much a habit as my breathing, and the action which follows becomes as instinctive as the blinking of my eyelids. With these words I can condition my mind to perform every action necessary for my success. I will act now. I will repeat these words again and again and again. I will walk where failures fear to walk. I will work when failures seek rest. I will act now for now is all I have. Tomorrow is the day reserved for the labor of the lazy. I am not lazy. Tomorrow is the day when the failure will succeed. I am not a failure. I will act now. Success will not wait. If I delay, success will become wed to another and lost to me forever. This is the time. This is the place. I am the person.”

And oh yes, one more thing I almost forgot.

Get a home security system! And do it now!

[Ed. Note: Take a positive step toward building your wealth today. Sign up for ETR's 2008 Info-Marketing Bootcamp DVD Library, and you'll get over $1 million worth of concrete, actionable advice that can help you get an online business up and running. Don't delay - the price goes up $200 after tomorrow.]

 

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How to Avoid the World’s #1 Copywriting Mistake

Saturday, November 8th, 2008

I’d say it’s the #1 mistake most untrained or beginner copywriters make…

I’m talking about focusing inward on yourself instead of outward on your prospect or customer.

I was reminded of it again just this morning as I drove by a local sub shop.

“Under New Ownership” read the huge sign covering most of the front of the store.

copywriting mistakes

Well, isn’t that special.

Nothing about a “Grand Opening 25% Discount.”

Nothing about “Your meal in 3 minutes or less, guaranteed, or it’s free.”

Nothing about “Check out our new spotless open kitchen – the cleanest in town.”

At the very best, “under new ownership” might be mildly appealing to the small group of customers who were somehow disappointed with the previous owner.

But is that really the Big Idea you want to send to the world?

I’m sure the new owners are excited about their new venture. But in their excitement, they need to address what that means for the customers they’re trying to attract. Just saying “Hey, here we are!” is not exactly going to blow the world away.

When writing a headline, tagline, or even if you’re hanging a sign in front of your store, remember…

Read the copy and then imagine your prospective customer thinking “And for me, that means _____.”

If the answer isn’t a powerful benefit, then your copy is not doing its job.

 

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It’s Good to Know: How Restaurants (and Diners) Are Reacting to the Struggling Economy

Thursday, October 2nd, 2008

“If you really want to be sure of that 7:30 p.m. table, ask for it with a French, Spanish, or Italian accent. It will brand you as a potentially bigger spender, the kind helping restaurants outlast a weak dollar and a wobbly Dow.”

This advice comes from Frank Bruni of The New York Times, reporting on how restaurants are reacting to the recession.

One noticeable trend: Americans are spending less (tap water instead of bottled water, dining at bars and counters vs. formal settings, no high-end steak and lobster), while splurging foreigners rush to take advantage of favorable exchange rates.

Result? All things being equal, restaurateurs would rather seat a table of Europeans than locals. “I mean, they’re just spending. It’s Monopoly money to them,” said one NYC general manager.

Other notable changes:

• Dinner rush used to occur around 7:00 to 8:00 p.m. But outside the U.S., it’s is a later-evening event, so now the peak is moving to 8:30 or 9:00 p.m.

• Less expensive ingredients lower the cost of food. For instance, using regular crabmeat instead of jumbo lump. Shiitake instead of morel mushrooms. More starches to fill out the plate.

• Menus are featuring more single-digit appetizers and “small plates.”

And restaurateurs are offering more mid-range than high-end wines. “All of our wine directors are starting to play this game more aggressively,” said Paul Bolles-Beaven of the Danny Meyer group. “People are spending less on wine right now, and they’re not spending to impress.”

Unless, that is, they’re European, adds Bruni.

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Was Suzanne Spying on My Personal Life?

Friday, September 26th, 2008

“I’ll have that copywriting article ready in the morning. Right now, Peggy and I are heading out to Byrnes’ Irish Pub for dinner and a Guinness.”

I was sending an Instant Message to ETR’s Managing Editor, Suzanne Richardson, from our cabin up in Maine.

“I Googled that pub, and it looks great!” Suzanne replied. “Too bad the owner’s not related to you – you might have a little family reunion.”

How could Suzanne have known the owner was NOT related to me just from looking at the pub’s website?

So I went to the site myself. And when I saw the logo, I realized what Suzanne had noticed: If one of my relatives owned it, it would be “Byrne’s Irish Pub.” But (as I found out) the owner is Joe Byrnes, not Joe Byrne.

In a follow-up e-mail, Suzanne explained the rule: “It’s clear that you’re not related to Joe Byrnes because he’s got that extra ’s’ on the end of his name. I thought that might be the case when I saw the apostrophe in the name of the pub.”

“Of course,” she went on, “it was an incorrect use of the apostrophe.”

How so?

According to Lynne Truss in her best-seller Eats, Shoots and Leaves, “Current guides to punctuation… state that with modern names ending in ’s’ (including biblical names, and any foreign name with an unpronounced final ’s’), the ’s’ is required after the apostrophe.” For instance, “Keats’s poems.”

As with most rules, there are exceptions: names from the ancient world (Archimedes and Achilles, for example), names ending with an “iz” sound (like Bridges or Moses), and Jesus.

So “Byrnes’ Irish Pub” should really be “Byrnes’s Irish Pub” – making it even more clear that Joe Byrnes and I are not related.

[Ed. Note: Have a sticky grammar or usage question? E-mail us at AskETR@ETRFeedback.com and one of ETR's editorial experts just may respond to your question in an upcoming issue of ETR.]

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The 6 Most Dangerous Words an Entrepreneur Can Hear

Monday, August 25th, 2008

1. That
2. Sounds
3. Like
4. A
5. Great
6. Idea!

When running your new product ideas past friends and family, don’t pay much attention to what they say. Heck, they don’t want to burst your bubble by telling you you’re not the next Ron Popeil.

Of course, they’re going to give you plenty of encouragement to your face. But at the same time, maybe they’re wondering “Hmmm. I don’t know if that’s going to work.”

Here is the one and only time you will know you have a good, marketable idea: when a complete stranger hands you cash for it. End of story.

[Ed. Note: You can create a business you love, about a subject you care about, AND turn it into a serious wealth producer. And ETR is here to help. Our exclusive Internet Money Club walks you step-by-step through setting up a website, starting an e-mail newsletter, creating your own products, marketing those products, and much more. The Club is strictly limited to 250 members, so sign up today before you're locked out until next year.]

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It’s Good to Know: Where Is This Car’s Fuel Tank Opening?

Friday, August 15th, 2008

My high school pal Greg and I had picked up the rental car at JFK, driven three hours north toward Boston, and now the fuel gauge was almost on “E.” I pulled off I-95 and into the service plaza, looked down at the gauge again, and headed for the gas pumps.

“Hang on. I think the gas cap is on the passenger side on this car,” Greg said, as I drove toward a pump that would be on my left.

“No, it’s on my side,” I said confidently.

“How are you so sure?” Greg asked.

Turns out I was absolutely sure because of a little trick you might not be aware of. Many (maybe most) late model cars have a little arrow on the dashboard fuel gauge. It points to the side of the car with the gas tank “door.”

“Wow, that’s good to know!” Greg said.

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Keep Your Cool When Offered a “Hot” Deal

Wednesday, August 13th, 2008

The plan was nearly perfect.

I’d fly from Florida up to JFK and spend Friday night at my nephew’s graduation party on Long Island. Saturday morning, I’d drive up to Boston to spend the rest of the weekend visiting friends, and would then fly back home out of Logan airport Sunday night.

All I needed now was what’s called a “one-way” car rental. Pick-up in one city, drop-off in another.

Problem is, they’re often VERY expensive. But I’d hit the jackpot. I found a Hertz deal online for about $130 for the weekend. Nice! I jumped on it.

Just one problem…

Sunday night, I’m running late as I hurriedly pull into the Hertz return lot at BOS. The return processor scans the car and prints out the receipt. I grab it and head for the shuttle. But just then… my heart skips a beat. Maybe a few.

$317.43! Gadzooks!

“What the…? There must be a mistake,” I thought to myself. But when I looked at the line items on the receipt, there it was… MY mistake.

Mileage Fee: 387 miles @ $0.45 per mile; Extra Miles Fee: $174.15.

I’d made the error of assuming that my rental came, as 99 percent of car rentals do nowadays, with unlimited mileage. But, sure enough, when I pulled out the contract, the mileage fee was there in bold and in plain daylight. Ahhh. So that’s why the base rate had been so low.

I was annoyed that my trip was costing about $200 more than I’d thought. I didn’t let it ruin my day though, because I realized that might have been the best deal I could have gotten anyway.

Meanwhile, I had relearned a valuable lesson: Whenever you get that “Brother, ain’t I smart!” feeling… watch out.

[Ed. Note: Spending more money than you'd planned because you didn't read the "fine print" is frustrating. And life is full of little irritations like that. Fortunately, there are clever ways to easily get out of most of them - and we've got hundreds of solutions you can discover in minutes right here.]

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Living Rich: How to Find Great “Dive” Restaurants

Tuesday, August 5th, 2008

There are all kinds of benefits in finding great little “dive” restaurants in your neck of the woods…

You can “take a trip around the food world” without going far from home. You’ll meet diverse people and sample new and unusual tastes. And, of course, you can save a fortune on your dining out bill!

Last week, I wrote about some marketing lessons you can learn from the way restaurants like these operate. But you might be even more interested in the food!

So how can you find cheap but fabulous restaurants where you live? How do you discover these little treasures?

  • Check out your local “alternative paper.” Look under “Cheap Eats” or “Meals Under $XX.”
  • Visit online sites – ChowHound, for example – and look for topics like “best cheap food” or even “roadside dives.” Gourmets love discussing their latest local off-the-radar discoveries.
  • Check out restaurants near colleges and universities. These places are almost always cheap. The trick is to find the ones that are cheap and good.
  • And, of course, ask local ethnics for recommendations, and look for restaurants packed with local ethnics.

Now keep in mind, I’m talking about being a little bit adventurous here. Almost by definition, most “dives” are in low-rent areas. That can mean venturing into higher-crime neighborhoods where you may feel more comfortable during the day. But, hey… these places serve lunch too! And the culinary rewards can be well worth stepping out of your comfort zone.

And I’m not saying you should never go to a “regular” restaurant again. They pay rent, pay taxes, keep downtown areas alive, and provide safe and steady places to dine out.

But if you want some fantastic meals for a song, start “Thinking Global and Dining Local” – at your local “dive” restaurants, that is.

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Dine Like a Millionaire for Pennies on the Dollar… (and Learn Some Valuable Marketing Secrets, Too!)

Friday, August 1st, 2008

On a muggy Saturday night in Lake Worth, Florida, I carefully navigate into the narrow parking space in front of the restaurant.

On my left, a black Porsche Boxster. To the right, a new Lexus. For a moment I feel almost declasse parking here in our late-model Camry!

Peggy and I had been looking forward to this extraordinary meal all week, and, as it turned out, the wait was well worth it.

Fresh ingredients… minutely detailed preparation… and every morsel bursting with flavor.

When we finished, I picked up the receipt. “What’s the damage?” Peggy asked.

I’m sure you know that an excellent dinner for two can easily run into three figures these days. And with prices going up everywhere, it’s only getting worse.

I read the total off the bill…

“Twelve dollars and 26 cents.”

“You’ve gotta love it, eh?” Peggy exclaimed.

Tacos el Carbon sits on a busy highway in the heart of Lake Worth’s old agricultural district. The heavily Mexican immigrant population provides a steady stream of customers for this roadside truck that’s been converted into an al fresco restaurant. Diners eat on picnic tables scattered amidst potted palm trees in what used to be a parking lot. (The trees are for sale as well!) Salsa music plays non-stop over a boom box.

The view may not be much, but the food is so good, you’re just as likely to see wealthy hipsters from Palm Beach here as farm workers in rickety pickups, young couples, and families of three or four generations. The word is out. The atmosphere here is fun, lively, and, best of all, authentic. (The burrito carne asada can’t be beat.)

Let me tell you, there is something very rewarding about having a wonderful Saturday night dinner in a genuine environment – not some manufactured “ambience” – and spending less than 20 bucks to do it.

And Mexican isn’t the only great ethnic food in our area. When I get a hankering for barbeque, I could go to one of the chains – but they can’t hold a candle to Troy’s, a roadside shanty practically sitting on the railroad tracks just off Martin Luther King Blvd. in Boynton Beach. The smoked ribs, collard greens, and sweet-potato pie are without equal. Only problem is, when I get a hankering for some “Q” on the weekend, more often than not the place is either packed beyond belief or they’ve already sold out for the evening.

And then there’s Bet’s Fish Fry up in my favorite summer town of Boothbay, Maine. While not strictly “ethnic food,” Bet is a tough Downeast dame who used to be in commercial fishing. A few years ago, she opened a small seafood shack with a couple of picnic tables on a lawn. Nowadays, it’s one of the most popular places in town, and has been written up in numerous New England travel magazines and guides.

I love discovering these “poor man’s gourmet” places like Troy’s and Bet’s and Carbon. Some folks call them “shacks” or “roadside trucks” or maybe even the perhaps-too-harsh “dives.” But whatever you call them, there are some evergreen marketing principles behind the success of these very modest businesses…

A Trio of Entrepreneurial Lessons From “Dive” Restaurants

Tacos el Carbon, Troy’s BBQ, and Bet’s Fish Fry all have a few things in common that any entrepreneur can take advantage of.

First, they keep their overhead low, and their prices lower. The marketing advice Michael Masterson offered way back in ETR’s very first issue was this: “To break into a competitive market, you need either (a) a big advertising budget (to establish demand for your product) or (b) a way to sell your product/service CHEAP so word will spread on its own.”

Second, they over-deliver on their promises. Even though they are small touches, Tacos el Carbon adds a slice of avocado and fresh lime to their burritos. Troy’s throws in a complimentary corn muffin or two. And Bet’s gives you piece of fish so big that it looks like “filet of Moby Dick.”

fail owned pwnd picturesAnd third, and perhaps most important, they all do one thing well – and they stick to what they know. Giving your customers too many choices can paralyze them into inaction.

Do One Thing Great and the World Will Beat a Path to Your Door

Tacos el Carbon doesn’t offer hot dogs and burgers to please the gringos.

Troy’s has no pastrami sandwiches for Uncle Sol visiting from Brooklyn.

And Bet’s menu has a grand total of two items: fried haddock and French fries. Take it or leave it. A typical scene at Bet’s goes something like this.

Dumbass Tourist: “Oh, hi there. Say, I was wondering. What do you have besides the haddock?”

Bet: “Fries.”

Dumbass Tourist: “I see. Anything else?”

Bet: “Yeah, filet mignon, but only on Sunday.” (Bet’s is closed on Sunday.)

Dumbass Tourist: “Hmmm. Okay, I’ll take a haddock and fr…”

Bet: “ORDER IN. ONE HADDOCK AND FRIES!”

Sure, these “dive” restaurants may not be for everyone. Thousands of potential customers pass by every day that they don’t target with ads or attempts at broadening their appeal. But that’s fine. Because they know that when you try to please everyone, you usually end up pleasing no one.

Additionally, when you have a strong product or service, you’ll start attracting crossover business from outside your niche. Prospects will start finding you (just like the Palm Beach elite line up in the dirt parking lot at Tacos el Carbon). You don’t have to change your USP (unique selling proposition) or your marketing message one bit.

ETR’s colleague and achievement expert Robert Ringer puts it this way: “If you try to be all things to all people, you’re likely to end up without an enthusiastic, loyal group of fans, readers, customers, or clients. Go after a specific market, and forget about the people who don’t like what you’re offering.”

Robert continues: “A relatively small but loyal following may or may not make you rich, but it definitely can ensure that you and your family will enjoy a comfortable lifestyle.”

Perhaps just like Bet, Troy, and the folks at Tacos el Carbon!

[Ed. Note: It's easy to find marketing secrets in the "real" world - if you know where to look. But why spend time searching? You can get dozens of marketing techniques from two masters of direct marketing... all in one place. Learn more here.]

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It’s Good to Know: Green Goddess Dressing

Friday, July 25th, 2008

In a review about a new steakhouse here in Delray Beach, the writer said she’d ordered a salad with green goddess dressing.

Huh? Never heard of it.

So I looked it up…

Green goddess dressing first appeared on the dining scene in 1920s San Francisco. The chef, according to FoodReference.com, created the dressing in honor of George Arliss, who was appearing in a play called "The Green Goddess." It’s a blend of mayonnaise, chives, tarragon, parsley, scallions, garlic, and – like Caesar salad – anchovies.

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7 Sizzling Business “Discoveries” From Stanford’s Facebook Project

Friday, May 23rd, 2008

Last week, Mark Zuckerberg turned 24. 

And my guess is, he’s pretty pleased with himself so far. 

A college dropout, but from Harvard. A self-starter who launched a business from his dorm room. And, oh yeah, the world’s youngest self-made billionaire, according to Forbes magazine. 

Make that a "theoretical" billionaire, since nobody is really sure exactly how much his hugely popular social networking website – Facebook.com – is actually worth. It’s not publicly traded (although Microsoft recently laid out $240 million for a 1.6 percent stake). It’s not clear where it’s headed. (Mark himself isn’t sure.) To some people, it’s not clear what purpose it’s supposed to serve either.

But at least two things are sure.

First, people love it. Nearly 70 million visited the site last month alone. And second, it’s looking like one of the greatest entrepreneurial innovations since, well, since someone launched the first business that offered sliced bread.

One area that’s receiving plenty of attention is Facebook "apps" (applications). From useful tools such as stock market tickers and productivity management helpers… to complete time wasters such as "Give the Imaginary Puppy a Bone" and "Who’s the Coolest Person You Know"… there’s a Facebook app for just about everyone and everything.

After (if) you’ve chosen to add one of them to your Facebook homepage, it appears in your browser whenever you sign into Facebook. Most of these mini software programs are developed by third-party entrepreneurs and monetized (not always successfully) through a classic advertising model: Get eyeballs and sell ad space or place affiliate ads.

Facebook apps are so big right now that B.J. Fogg, a professor at Stanford University, launched a semester-long project just to develop more of them for Facebook users. 

At the end of the project, Professor Fogg and his students published a report to name the entrepreneurial "discoveries" they had made. But were they really breaking new ground… or just reinventing the wheel?

I decided to take a look. 

Combing back through the longstanding principles you’ve come to know and love by reading ETR and Michael Masterson’s new blockbuster book, Ready, Fire, Aim, I found at least seven "power principles" with fascinating parallels to the Stanford project.

ETR Longstanding Principle #1: Introducing Products in a "Mature" Market

Consumers aren’t looking for brand-new products. They are looking for clever new adaptations of products they already know and love. When it comes to new, the human brain can take only a little bit of it. Eighty percent of the old and 20 percent of the new is a good ratio. Your goal is not to develop brand-new ideas, but to notice trends that are beginning and develop products that anticipate that trend by a little – just enough to catch your customers’ attention.

Stanford Students’ Discovery: "It’s Never Too Late to Create a Winning App." When Stanford launched its project, over 6,000 Facebook apps already existed. Just 10 weeks later, the students had six apps in the top 100. None of them were radically innovative.

ETR Longstanding Principle #2: The Power of Simplicity

You can sell your product very well by talking about its many benefits, but the most successful advertisements are those that highlight a single benefit above all the rest. When this benefit can be presented as uniquely characteristic of your product, you have an advertising proposition that can last and last and last. Consider any great marketing campaign – Burger King, Charmin, Marlboro. Examine any best-selling, non-fiction book – The 7 Habits of Highly Effective PeopleWhat Color Is Your Parachute?Chicken Soup for the Soul, etc. What do they all have in common? Simple themes. Ideas so simple they can be expressed – and understood – in a few short words.

Stanford Students’ Discovery: "Simplicity & Clarity Are Key to Success." Too many and too clever features must be avoided. Make the app easy to understand and easy to use.

ETR Longstanding Principle #3: Ready Fire Aim

Prudent entrepreneurs do not want to risk all their time and money on a single product. For the best chance of having a successful business, they need to be flexible about what they are going to sell. If their first product idea doesn’t sell well, they have to be able to generate a second one. Innovation matters. And so does speed. Combined, they give your business extraordinary growing power.

Stanford Students’ Discovery: "Speed & Flexibility in Launch & Iterations." Many fast and imperfect trials beat deep thinking. Flexibility beats quality. Getting too attached to one app idea can be fatal.

ETR Longstanding Principle #4: Teamwork Accelerates Success

Don’t even try to be a solo creator. You will get much better results much faster by working with a creative team. Sometimes you might get ideas while showering or exercising or sitting on an airplane. But don’t act on those ideas. Write them down and bring them up when you’re brainstorming with a group.

Stanford Students’ Discovery: "Community Cooperation Leads to Success." Students helped each other a lot, sharing app development tools, tips, and insights.

ETR Longstanding Principle #5: Check Your Ego at the Door

How do you know your product idea is good? Because you think it is? Business is not and must never be about what the business owner thinks is good or right. Business is about providing value to the customer. And that value can be determined only by the customer. Don’t let your ego convince you that you can teach the marketplace what it should and should not buy, or you and your ego will soon find yourselves in the poorhouse.

Stanford Students’ Discovery: "Individual Opinions About Apps Are Worthless." Don’t be swayed by one person’s opinion. Just get the app out there and see what happens.

ETR Longstanding Principle #6: Don’t Be a Pioneer in a Market

When it comes to answering most of the fundamental questions about selling your product, the best answer will always be this: Imitate the industry norm. If you are always trying to come up with product ideas that are completely new and different, you will likely have a very poor success record. Let others live (and die) on the "bleeding edge."

Stanford Students’ Discovery: "Copying Success Is a Cheap/Fast Way to Succeed." Novelty isn’t the best approach to apps. If you’re desperate for a win, just copy something that’s working. Flipside: If your app is doing well, expect imitators.

ETR Longstanding Principle #7: Accelerated Failure

Success isn’t usually about genius. It is more often about trial and error. Money loves speed, so spend your time trying new permutations of existing successes rather than endlessly hoping to find the "next big thing." Don’t be satisfied when things are "running smoothly." An entrepreneurial business should never be running smoothly. Accelerate failure. Cut your losers and run with your winners.

Stanford Students’ Discovery: "Success Comes From the Chaos/Control Cycle." Successful innovation is a process.

So there you have it…

Now I didn’t have access to the details of everything Stanford attempted. They probably made a ton of easily avoided mistakes. And it sounds like they had some very nice successes as well.

Over the course of their project, they generated somewhere in the neighborhood of $1 million in revenue from their Facebook apps… not to mention at least three new companies that were formed during the experiment, two others that were acquired by outside interests, and reports of lucrative job offers for all those who completed the program.

But I’m willing to bet they could have had a LOT greater success, a LOT sooner, if they’d spent some time reading Early to Rise and Ready, Fire, Aim first.

That’s where you have an advantage. You see, every day you get (for free!) what took about 75 smart Stanford students months and months to learn. (And think of all that tuition you saved too!)

So congratulations to the smart and energetic Stanford students who learned these lessons the hard way – valuable business principles that most people never discover. You’re getting them the easy way… but now it’s up to you to go out and use them.

Of course, you’ve got to be careful out there. Just because lots of people are talking and writing about Facebook doesn’t necessarily make it a lasting business model. There have been plenty of "next big things" on the Internet that have turned out to be quite the opposite.

But you’ve got the knowledge to find out quickly, without spending a fortune, if a business idea is going to work. So who knows? Use ETR’s ideas to develop an "app"… and maybe YOU will be next to make a million bucks on Facebook!

[Ed. Note: If you’re interested in taking a look at Facebook, you can get started by “friending” Charlie. Just go to his blog and click the Facebook link on the right side.

And if you’d like to learn more of ETR’s business-building skills, join our team at our 5 Days in July conference. The event is SOLD OUT, but we have just squeezed in a few FINAL additional spaces. Check the website to find out if any remain.]

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Good Cop(y), Bad Cop(y) – Let’s Make the World Safe for…

Thursday, May 8th, 2008

Ready to go on a mission to save the world? AND get your name "in lights"? PLUS win a genuine Early to Rise hat and T-shirt?

Good, because I’m looking for some volunteers. Now mind you, I’m not talking about stopping global warming, ending the war, or turning "green."

I just want to make the world safe for… readers. Yes, it’s time to put an end to The Plague of Bad Copy that threatens the planet.

Take a ride around your town and you’ll see it on signs everywhere you turn. Self-absorbed… inner-directed… and completely without benefit to the reader.

Here’s an example of one I saw just the other day outside a local strip mall:

"ALL TENANTS OPEN DURING CONSTRUCTION"

"Tenants open"? Why should I care about "tenants"?

Obviously the mall owners created this sign to appease their renters…

But what they really should be doing is appeasing their "tenants’" customers. You and me.

Wouldn’t something like this be more likely to attract shoppers:

"Friendly Shops Open While We’re Sprucing Up!"

I bet you can come up with even better suggestions.

By the way, here’s one of my favorite examples of a GOOD store sign. I came across it outside Gray’s Papaya in New York City a few years ago:

"OUR HOT DOG – The Thunderous Pop When You Bite Into It – The Saline Tang of the Pink Flesh!!… Oh! YES! (Please – I’m Getting Hungry Already!)"

Now that’s got some appeal, don’t you think? It’s almost… erotic, dare I say.

A bit more inviting than "All Tenants Open During Construction."

Okay. So here’s what to do right now.

Think about that sign outside the strip mall that’s under construction and see if you can come up with better copy for it.

Then post your entry on my blog here. Next week, I’ll ask my readers to vote, and the winner gets their name in lights and a genuine Early to Rise hat and T-shirt with our compliments.

Sure, we can’t expect every retailer and landlord to be a professional copywriter. But why not lend them a hand – and have a little fun at the same time? So I’ve got another idea.

Here’s what I propose…

Send me a digital photo of the worst copy you can find. I’ll post it on my blog and ask for better alternatives. Then we’ll take another vote, and maybe even send a copy of the winning entry to the offending "author" if we can track them down.

E-mail your "bad-copy" photo to me at Charlie@ETRFeedback.com.

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It’s Fun to Know: How to Keep Your Planets Straight

Saturday, April 19th, 2008

When I was in school, my science teacher taught me and my classmates a mnemonic device to help us remember the order of the planets: My Very Educated Mother Just Served Us Nine Pizzas (Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, Neptune, Pluto).

Now, with the addition of two dwarf planets to the lineup, this memory trick is outdated.

No matter to young Maryn Smith of Great Falls, MT. She recently won a National Geographic contest to develop a new mnemonic for the planets in our solar system, including the dwarves. Her winning entry was inspired by the Disney animated film Aladdin: My Very Exciting Magic Carpet Just Sailed Under Nine Palace Elephants.

Now if we can just remember that "Carpet" stands for Ceres and "Elephants" stands for Eris!

[Ed Note: Charlie Byrne is Associate Publisher at Early to Rise. Sign up for e-mail delivery of his blog and get edgy and useful ideas on copywriting, marketing, and other category-defying topics.]

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It’s Good to Know: Not Your Mother’s Planets Anymore

Friday, April 18th, 2008

Everyone knows that the nine planets, in order of their distance from the sun, are Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, Neptune, and Pluto.

Right?

Wrong!

Maybe you got caught napping, as I did. Seems they’ve added two more in the past few years – Ceres (between Mars and Jupiter) and Eris (now the farthest, beyond Pluto).

Ceres and Eris – as well as Pluto – are "dwarf planets."

Adding two dwarf planets into the mix – not to mention "demoting" Pluto to dwarf status – has resulted in quite a controversy. Some experts now place the number of planets at eight, nine, or 11. It all depends on whether they consider one or more of the dwarfs to be "planets."

 What’s the difference?

According to the International Astronomical Union, a planet has three characteristics. It orbits around a star. It has sufficient mass so that its self-gravity can "overcome rigid body forces" and preserve a nearly round shape. And it is neither a star nor a satellite of a planet.

A dwarf planet is a celestial body that fits the definition of a planet, but isn’t one of the eight "dominant bodies" in our solar system. Or you could use the definition offered by Mike Brown (professor of planetary astronomy at Cal Tech): A dwarf planet is something that looks like a planet but isn’t quite a planet.

With such a fuzzy definition, it’s no wonder that planet classification is hotly debated in the astronomy world.

[Ed Note: Charlie Byrne is ETR's Associate Publisher. Sign up for e-mail delivery of his blog and get edgy and useful ideas on copywriting, marketing, and other category-defying topics.]

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Don’t Trick Your Prospects: A Marketing Lesson From the Movies

Tuesday, April 15th, 2008

The purpose of a great headline is to get your readers’ attention. And the purpose of the remainder of your sales letter is to get your readers to buy your product or service.

But if there is a disconnect between what the copy promises and what the product delivers, you’re going to have dissatisfied customers who feel betrayed.

Result: You end up spinning your business’s wheels, trying to constantly replenish your customer base. You’re losing them out the side door as fast as you’re bringing them in the front.

I recently read an interesting article in The New York Times about something similar that happens in the movie business. David Pogue wrote about how excited he was when he saw a trailer for the film National Treasure… but very disappointed when he saw the film and it bore little resemblance to the trailer.

Shortly after saying something to that effect in the paper, Pogue received a surprisingly candid note from the film’s director, Jon Turteltaub.

Turteltaub explained that the trailers are often put together LONG before the movie’s final edits. In fact, they’re sometimes finalized when filming is barely half complete. That means there’s a good chance for the more-than-occasional disconnect.

But that’s only the unintended consequence. Turteltaub hinted that sometimes darker forces are at work.

"For me," said Turteltaub, "the biggest problem that comes up is when the trailers and TV spots don’t reflect the essence of the movie they are selling. You see that a LOT. The studio often feels that the movie they made isn’t a movie they can sell… so they sell it as a different movie. That can help fill seats on opening weekend, but it usually backfires. Personally, I think that’s what happened with Sweeney Todd. Perhaps they didn’t want anyone to know it was bloody, gory, and a musical. So they hid that. What happens is that the wrong audience sees the movie on opening weekend, and the word of mouth is all wrong. Great movies can get lost because of this."

Here’s the lesson: If you find out late that your product isn’t going to appeal to your market, don’t be tempted to just put a new spin on the advertising. You’ve got to do the hard work of making the product fulfill your prospect’s needs, as you promised in your promotion.

[Ed Note: Charlie Byrne is ETR's Associate Publisher. Sign up for e-mail delivery of his blog and get edgy and useful ideas on copywriting, marketing, and other category-defying topics.]

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It’s Good to Know: Tray Table and Seatback Rules Finally Revealed!

Wednesday, April 9th, 2008

"Make sure your seatbacks and tray tables are in their fully upright and locked positions."

You’ve heard these orders every time your flight has taken off and landed. But have you ever wondered "Why?"

I have. And I’d sometimes suspected it was part of the airlines’ nefarious plot to establish themselves as authority figures. Better to "keep the passengers down" and in their rightful place alongside sheep and cattle.

But alas, my research turned up no such malevolence. Not in this case, at least.

Turns out the airlines are only following orders themselves – from the FAA, in particular.

The Code of Federal Regulations, Title 14: Aeronautics and Space Part 121, Section 121.577 says "No certificate holder (airline) may move an airplane on the surface, take off, or land unless each food and beverage tray and seatback tray table is secured in its stowed position."

According to the Journal of Air Transport Management, approximately 90 percent of all aviation accidents occur during the first two minutes or the last four minutes of flight. So this rule was put into effect to make emergency egress easier. It’s the same reason your bags "must fit completely underneath the seat in front of you."

Good to know that at least the carriers didn’t come up with these rules simply to annoy us. This time.

[Ed Note: Charlie Byrne is Associate Publisher at Early to Rise. Sign up for e-mail delivery of his blog and get edgy and useful ideas on copywriting, marketing, and other category-defying posts.]

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