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MaryEllen Tribby has led the Early to Rise team since May 2006 as Publisher & CEO. With her, she has brought over 23 years of publishing and business experience; and most notably, her direct marketing expertise. With her killer instinct and passion for excellence, she has more than TRIPPLED ETR’s revenue in her first 15 months.

Her extensive publishing experience includes serving as President of Weiss Research, managing divisions of Forbes, Globe Communications, Times Mirror Magazines and Crain’s New York Business.

MaryEllen often speaks on expert panels at industry specific events including SIPA, FIPA and DMA.

She currently resides in Boca Raton, FL with her husband of 13 years, Patrick, and their three beautiful children, Mikaela, Connor and Delanie.

Her first book, Changing the Channel, co-authored by Michael Masterson, was released in October of 2008 and soared to the best selling list in 10 hours.

Read MaryEllen Tribby's previous newsletter articles below:

How a Big-Thighed Mama Can Help You Accelerate Your Business

Thursday, August 27th, 2009

I love to get up early and go to the gym.

The outcome of my entire day is determined by that very first hour. When it goes well (and it almost always does), I have more energy all day long. I’m more productive. And, frankly, I am a lot more pleasant to be around.

All due to my simple morning workout.

Monday through Friday, I’m waiting for the gym doors to open at 4:55 a.m. And I am not alone. I wait outside with my fellow “regulars.” We exchange pleasantries and chat about major news items. But when the doors open at 5:00 a.m., we can be mid-sentence and the conversation stops. We all focus on our fitness goals.

At least that’s how it goes 99 out of 100 times. But once in a while, “stuff happens.”

A few weeks ago, I was up with Delaine (my 4-year-old) at 1:00 a.m. because her tummy hurt. I knew my morning workout was in jeopardy. As I crawled into bed at 1:30, I nudged my husband and said, “I can’t believe I have to get up in three hours.”

Don’t do it,” he said. “Get some sleep.”

I responded with “My day will be shot if I don’t get my workout in!”

In need of sleep himself, he suggested that I set the alarm for 6:30. That would get me to the gym before 7:00 and in the office by 9:00. That, I could live with.
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Should You Be Advertising on TV?

Saturday, January 31st, 2009

When most people think of television advertising, they think about the commercials they see on network TV. Such advertising gives the advertiser an immense reach – sometimes to as many as hundreds of millions of people. But the greater the reach, the less targeted the audience. For every person who might be interested in your product, there will be a hundred or a thousand with absolutely zero interest.

If you’re advertising Nike footwear or Coca-Cola, you want this kind of reach. But if your product is more specialized, the huge expense of network TV exposure becomes an exorbitant bet.

For most businesses, television advertising should be a supplemental endeavor restricted by a limited budget. Focus on smaller audiences, especially targeted ones – TV channels and programs that concentrate on market niches such as investing, real estate, pets, home shopping, building wealth, and so on.

With the growth of cable and regional TV, it’s easier to find channels and programs that cater to the prospects you want to reach. If you spend some time looking at the growth of targeted and local advertising on these new cable stations, you will understand how viable this type of market can be.

All these channels need advertising revenue to remain on the air. And because the industry is bigger and more competitive now, many stations are offering very affordable rate packages, within easy reach of even small businesses and organizations.

[Ed. Note: The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, published with permission from John Wiley & Sons. Get your copy today.]

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A Commonsense Approach to Getting Free Publicity

Wednesday, January 14th, 2009

Of the many channels of marketing, public relations is one that no business should ignore. And because PR is nearly free, that makes it an ideal channel for small and start-up businesses.

So how do you get your company and/or product mentioned on television and in the newspapers? You start by understanding what they are looking for. Generally speaking, they are looking for two things:

  • News about subjects their readers are already interested in (i.e., Britney Spears – not you).
  • Captivating and/or curious tidbits to fill in the gaps.

It is only into this second category of “news” coverage that you can hope to find a welcome place for your public relations campaigns.

It’s unlikely that the media will be interested in any sort of news about your business. Yes you may be able to get news about your company published in an industry trade journal, but what good is that? Your customers aren’t reading trade journals. They are watching TV and reading USA Today.

So begin with this: What you won’t do. You won’t waste your time and resources sending out press releases to the national media about company news. And if you do announce corporate news in industry periodicals, it will not be with any hope that it will boost your sales.

What you will do is figure out, first and foremost, which news media you want to be in, and then figure out how to create curious and captivating stories that relate to your business.

[Ed. Note: The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, published with permission from John Wiley & Sons. Get your copy today.]

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Why Super Bowl Ads Don’t Work

Wednesday, December 31st, 2008

Would you ever consider forking over millions of dollars for an advertisement that barely mentions your product? Of course not. But otherwise shrewd businesspeople do it all the time. The advertising channel we are talking about is television.

Most television advertising is rubbish. And Super Bowl commercials are the worst kind of rubbish – expensive, self-absorbed, and impotent. They are, for the most part, elaborately produced mini-movies, with action-packed plot lines and famous actors and beautiful scenery. We laugh at them. We cry at them. We hold our breath in anticipation. We do everything we do at the movies. But we don’t run out afterward and buy the advertised products. In many cases, we don’t even know what the products are.

This has been confirmed by recent studies. University of Tampa researchers, working with ad agency Brain on Brand, found that a year after watching Super Bowl commercials, most viewers couldn’t remember what products had been promoted. This held true even for those much-talked-about commercials heralded at the time for their originality. In fact, in one case, many subjects thought an ad for FedEx was actually for UPS.

There’s some great buying and selling that occurs in the television industry, but it’s not the selling that’s supposed to take place: between the advertiser and the viewing public. Instead, it’s the buying and selling that occurs between the ad agency and the advertiser.

Super Bowl XLIII is just a few weeks away. How many commercials do you remember from Super Bowl XLII?

[Ed. Note: The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, published with permission from John Wiley & Sons. Get your copy today.]

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Make 2009 Your Best Year Ever – Resolution #4: Find the Right Balance

Thursday, December 25th, 2008

“I can’t believe he called you at 9:00 at night. You don’t think that is totally inappropriate?” asked my sister-in-law Connie.

When I told her I did not, and was happy he’d called, her jaw dropped even further. 

We were talking about a business colleague of mine. “Larry” had called to ask me if I could speak with his mastermind group on a teleconference later that week. 

He wanted me to speak to the group about accelerating their businesses growth via multi-channel marketing. Given the fact that his attendee list included people like Alex Mandossian, Tony Robbins, and John Carlton – people I personally considered my mentors – I was honored to accept. 

When I tried explaining this to my sister-in-law, she just waved her hand and said, “In my day, when you left the office at 5:00, you were done until 9:00 the next morning.” 

I thought about dropping the subject, but I couldn’t resist the challenge. 

She opted for early retirement about six years ago – but I asked her if, during her working years, she’d ever left the office to pick up a sick kid from school, go to a dentist appointment, or meet the cable man at her house. 

When she begrudgingly nodded her head yes, I knew I had her attention. And I hope I have yours as well. If you think that your work life exists only between 9:00 and 5:00 … and that your home and social life exist only between 5:00 and 9:00, you need to make a change.

I recommend that you resolve, right here and now, to make your life better, more rewarding, and more balanced. And I’m going to help you do it.

Who am I to talk about balance? Well, I’m a happily married mother of three who runs a 25-person business. Over the past few years, I’ve gotten pretty good at managing all the different aspects of my life in a way that makes me feel happy and proud.

The very first step to creating a happier, healthier lifestyle is to realize that “9:00 to 5:00″ no longer applies. By giving yourself the flexibility to do business at all hours of the day or night, you are actually better able to enjoy both your work and your family even more.

This may sound counter-intuitive but by taking the following five simple steps, you will be able to break free of the 9:00 to 5:00 shackles.

Creating Balance Step One: Define what a balanced life means to you.

Many people think that having a balanced life means spending the same number of hours on work as you do on personal activities. This is a big mistake, because most of the time it just is not realistic.

To define what will work for you, you need to take into consideration that life is constantly changing. And the right balance for you today may not be the right balance for you tomorrow or next week or next month, because over time your priorities change. The one constant in knowing you have a balanced life is the feeling of accomplishment and happiness you enjoy every day.

Creating Balance Step Two: Create Boundaries

Some people may agree with my sister-in-law that receiving a business call at 9:00 at night is inappropriate. But the way I look at it is that Larry is someone who is good for my organization and good for my career. Besides, when I met him at a conference earlier this year, he asked me for the best way to reach me. I gave him my e-mail address and my cell number. So why shouldn’t he call?

And keep in mind that I made the decision to take his call that night – I created the boundary. It happened to be a good time to talk. However, if he’d made the call 90 minutes earlier – when I was decorating the Christmas tree with my kids and my husband – I would have let it go to voice mail and called him back when it was convenient for me.

Later that week, I was the keynote speaker on the mastermind teleconference Larry had invited me to. Many of the attendees learned a great deal. In fact, I got several e-mails from attendees saying they’d purchased the book on multi-channel marketing that I co-authored with Michael Masterson. Others called or e-mailed to ask if they could promote the book to their in-house list. 

Had I adopted the attitude that I would do business only from 9:00 to 5:00, I may have lost out on a wonderful opportunity that proved to be valuable both to ETR and to me personally.

Because I advocate balance, I support the efforts my team members make in striving for balance in their own lives. Some of them work in the evening and/or on the weekends. So I have no problem with it if they need to leave to take care of something personal. I truly believe that your accomplishments aren’t dependent on how much time you spend in the office.

Creating Balance Step Three: Learn how to say “No.”

No one wants to say no to their boss, their spouse, their employees, their friends, or their kids. But to achieve balance, you are going to have to do it once in a while.

We all have the same 24 hours in a day. And we cannot possibly do everything that we want to do AND everything that everyone else wants us to do. So a big part of leading a more balanced life is to cut down on unnecessary tasks and protect your priorities.

When requests or conflicts are set before you, ask yourself: “Is this going to give me a feeling of accomplishment and a feeling of happiness?” 

Almost four years ago, a good friend of mine – “Rita” – wanted my husband and me to meet her new boyfriend. He was “the one” as she put it. So we made dinner plans for the following evening. 

But when our two-month-old baby Delanie woke up in the morning, she had a fever. I called Rita and apologized, but told her we would have to cancel. I just did not feel right about leaving the baby with a sitter. 

Rita was irate. She said I was overreacting, and asked how I could possibly feel that way given that Delanie was our third child. 

As I held Delanie though the day and night, I knew I had made the right decision. But I was saddened by Rita’s anger – and her anger lasted for weeks.

Then, about five weeks after the infamous missed dinner, Rita called to say that “the one” had dumped her. This time it was her turn to apologize, saying that now she realized I had made the right decision. 

Social decisions are one thing, but work decisions can be more difficult. You must learn that sometimes you have to choose your family, your health, or even your social life over work. And you’ll also have to make some hard decisions to put work first.

For instance, I take my health seriously. But last week, a doctor’s appointment conflicted with a last-minute visit from one of Agora’s top executives. The only chance I had to see him was during the time I’d reserved for my appointment. Since I wasn’t sick and the appointment was for a simple check up, I didn’t think twice about rescheduling.

Creating Balance Step Four: Keep a journal.

The only way to make your life better is to understand what you’re doing, what’s working, and what isn’t. And there are far too many things going on in our lives to try to keep it all in our heads.

So keep a journal. Write down what you spend time on – everything from the meetings you attend to how many times you go to the gym.

Keeping a journal will help you see if you are spending your time in the most productive way – and it will make you accountable for your actions. It will help you accomplish your professional and personal goals, and will make you proud of those accomplishments.

Creating Balance Step Five: Understand that you’re not a superhero.

Having a balanced life means being realistic. Realistic about the fact that some things are just not going to get done. And you have to be okay with that.

When my husband and I got married 12 year ago, we both had busy careers. But we still enjoyed spending time decorating and upgrading our home with art and new furniture. After a busy day, we loved coming home to our immaculate sanctuary. 

Well… once we had kids, things started looking a lot different. Instead of the beautiful vase I picked up in Mexico on the coffee table – there was a stuffed Elmo. Soon our Tiffany picture frames were replaced by toy trains. And many days, while we’re making dinner, the kids have all the pots and pans on the floor. 

But instead of spending my time cleaning up and trying to make my house look perfect, I would much rather play with the kids, banging on the pots and pans with them and playing with trains. 

There are always things out of place in my house – but that is exactly the way it should be. Because when I come home to my family, I absolutely have a feeling of great accomplishment and happiness! 

This goes for work, too. You may have a dozen projects on your plate, and only so much time to complete them. Don’t get down on yourself for letting one of them slide so you can spend more time on marketing, or so you can care for your ailing grandmother, or so you can spend an hour at the gym.

Following the other guidelines I’ve recommended – figuring out what kind of balance is right for you, creating boundaries, picking priorities, and knowing what’s working and what isn’t – will help you feel confident that your accomplishments are enough… even if you have more goals you want to achieve.

[Ed. Note: One of the best ways to strike a good balance between work and home? Start your own Internet business. You can operate it on your own time, from your back bedroom. And it can help you achieve the financial security and satisfaction you've always dreamed of. Get a step-by-step guide to starting your own Internet business right here. But hurry - space is limited.]

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Your Special Holiday Gift from Early to Rise

Thursday, December 25th, 2008

MaryEllen has a super quick but powerful technique for deciding when to say “yes” and when to say “no.”


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10 Little Things I Love About the Holidays

Wednesday, December 17th, 2008
  1. Watching “Rudolph the Red-Nosed Reindeer” for the thousandth time and still hoping the other reindeer won’t make fun of him
  2. Buying our Christmas tree while wearing shorts and T-shirts
  3. Rock star versions of classic Christmas songs, especially anything Bono
  4. The smell of a fireplace on “chilly” evenings in South Florida (You know… when it gets all the way down below 68 degrees.)
  5. Toasting the New Year with colleagues that I usually just talk business with
  6. Knowing baseball season is only four months away
  7. Looking at photos of the kids’ first Christmases with my husband
  8. Listening to Mikaela’s holiday karaoke
  9. Going to school with Connor for his holiday feast
  10. Delanie suggesting that we adopt “the little drummer boy”

[Ed. Note: What's your favorite thing about the holiday season? Let us know right here.]

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Show Me the Money

Friday, November 14th, 2008

Radio, TV, banner ads, pay-per-click (PPC), magazine ads, billboards… There are dozens if not hundreds of marketing channels you can use to get your sales message across. We don’t expect you to use all of them all of the time – but you should know what your options are. Test different channels and different channel combinations, and roll out with what is most effective for you and your organization. 

Do not, however, make the mistake of thinking that if a specific channel does not meet the return on investment (ROI) goal for your overall multi-channel marketing campaign it should be disregarded.

Take a look at the chart below: 

Channel Cost Revenue # of Orders ROI
Endorsed e-mail $10,000 $30,000 300 300 percent
Banner ads $10,000 $16,000 160 160 percent
PPC $10,000 $15,700 157 157 percent
Teleconference $5,000 $4,500 45 90 percent
Direct mail $50,000 40,000 400 80 percent
Total $85,000 $106,200 1,062 124.9 percent

In this example, you are selling your product for $100. You had $85,000 to spend and your goal was to make $1.25 for every dollar you spent, or a return on investment of 125 percent. 

You had tremendous success with your online efforts (endorsed e-mails, banner ads, and PPC campaigns). 

On your teleconference, your marketing efforts yielded a 90 percent ROI and lost $500.

And on your direct-mail campaign, you produced only an 80 percent ROI, losing a whopping $10,000. 

Since two of your five channels lost a total of $10,500, are you going to cut them from your multi-channel campaign? Of course not. Those two channels brought in nearly 42 percent of your new customers. Customers you now have the opportunity to bond with and sell more products to. It has been our experience that customers who come in as a result of direct-mail efforts have a higher lifetime value. This means that the 400 new customers from your direct-mail campaign will most likely become your best customers. On top of all this, you’ve met your goal of 125 percent ROI on your overall campaign.

The idea is to subsidize some channels with the channels that have greater ROIs to produce incremental orders that can bring in additional revenues.

[Ed. Note: The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, the brand-new best-seller by MaryEllen Tribby and Michael Masterson. This book combines 60+ years of marketing and business-building experience from two marketing superstars - and you can apply each and every strategy to the business you own or the company you work for. Buy your copy here.]

 

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What’s New From the Publisher’s Viewpoint: Your Reward for Beating Buffett

Wednesday, November 12th, 2008

Changing the Channel was officially launched on Tuesday, October 28. All day Wednesday, the book was on my mind. But when I sat down to enjoy dinner with my family, I tried to forget about it. (And with an unseasonable cool spell in Florida, roasted organic chicken was the perfect comfort food!)

As I cleared the table, my husband offered to do the dishes. It was obvious to him that I was itching to know how the book was doing.

“Why don’t you go check on the book?” he said.

I’d peeked at how sales were going a few times during the afternoon … but the book’s status hadn’t budged in the race to beat Buffett. (Meaning the book about Warren Buffett by Alice Schroeder.)

So I left Patrick to do the dishes and headed to my computer. And there it was – #1 on Amazon.com’s list of Business and Investing best-sellers!

Not only that, it had climbed all the way to #10 on Amazon’s list of overall best-sellers. (The next morning, Jason Holland told me that it hit #8 later that night.)

I can’t say how proud I am of all the ETR folks – and how thankful I am to our readers for pushing the book up to the top.

Our rapid climb past authors like Jim Collins, Stephen Covey, and Seth Godin is solely due to your taking the time to buy Changing the Channel. I sincerely hope you are being delighted by the book – and that it will help you boost your income, achieve a higher position in your business, or finally get your own business off the ground.

In the meantime, if you’re one of the readers who bought the book as soon as it was launched, I promised that I would give you a bonus that would knock your socks off. I think you’ll agree that this fits the bill!

I’m going to be hosting a special webinar exclusively for book buyers. I’ll be answering some of your toughest questions about marketing, business building, managing a team, and – of course – Changing the Channel. To sign up for this no-holds-barred conversation, simply enter your name, e-mail address, and receipt number from your Amazon.com order here.

Thanks again for helping drive Changing the Channel to #1.

[Ed. Note: MaryEllen Tribby and Michael Masterson have combined their 60+ years of business-building and marketing experience in one easy-to-read book. Changing the Channel: 12 Easy Ways to Make Millions for Your Business reveals 12 profit-acceleration secrets that can help YOU boost your company’s revenues… and skyrocket your own career. If you don’t already have a copy, get yours here.

 

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9 Strategies for Successful Joint Ventures

Friday, November 7th, 2008

When we began publishing Early to Rise online in December of 1999, we didn’t have an e-mail list… we didn’t have products… we didn’t have much in the way of internal resources or a budget… and we weren’t even sure what our target market was.

Now, nine years later, we have figured all of that out… and much more.

Along the way, one of the best and most profitable marketing techniques we’ve employed has been joint ventures (JVs).

Joint ventures may be the best way to stimulate growth when, for whatever reason, you have limited resources and skills that you are willing to devote to a particular channel of marketing. Joint venture marketing deals should be a part of the thinking of every executive who wants fast, impressive growth.

Agora Inc. – ETR’s parent company – skyrocketed its growth by combining direct marketing on the Internet with multi-channel marketing. That happened in the late 1990s. But it wasn’t the first time Agora dabbled in multi-channel marketing.

Way back in the early 1980s, when the company was just starting out, it achieved fast growth by combining direct-mail advertising with joint venture marketing.

From about 1980 to 1995, for example, Agora grew its investment newsletter business from $1 million to $60 million, primarily through joint venture marketing deals. The proposition was pretty simple.

Agora was very good at direct-mail marketing, but its employees had very little investment expertise. Rather than attempt to develop financial gurus in-house, Agora went out into the media marketplace and found investment writers who had newsletters with a small number of subscribers.

Agora’s proposal to them was as follows: They would form a joint venture, with both sides as 50 percent partners. The partner would continue to own his subscribers and his editorial product, and would continue to have all the fulfillment obligations. The partner would hire Agora to act as his newsletter’s marketing agent. Agora would take all the risk with the marketing efforts and keep the revenue stream. The partner would get the new subscribers risk free. In turn, the partner had to ensure that the deal worked for Agora, as well.

For a financial writer with limited marketing resources, it was a no-risk, all-reward proposition – an impossible deal to refuse. For Agora, it was an efficient way to attract first-rate writing talent – some with established reputations and great track records. If Agora’s marketing worked, both partners would be very happy. If it failed to work, the joint venture could be dissolved, and both partners would then be free to go back to what they were doing before.

Agora used this joint venture strategy to develop more than a dozen newsletter franchises during the first 15 years of its existence. In that time, it saw revenues climb from $1 million to more than $60 million.

“I don’t think we could have grown that much so quickly without these partnerships,” Bill Bonner, Agora’s founder, said. “They allowed us to market some of the best people in the investment advisory business then, which gave us an advantage our competitors lacked. As our company grew, we developed in-house editorial expertise. Most of our writers nowadays are employees or freelancers under contract. So we don’t use that kind of joint venture deal anymore. But we do employ joint venture agreements on the Internet marketing side – and these are proving very valuable in terms of growth.”

In 2001, Katie Yeakle, president of American Writers and Artists Inc. (AWAI), decided she wanted to sell her products in Germany. One option was to set up a branch office in Bonn and hire a local manager who would then hire translators and find service bureaus to publish AWAI’s products in that country. The other option was to locate a German publisher who was already marketing to the kind of customers AWAI favored and make a joint venture deal.

She chose the latter option. AWAI entered a joint venture with Germany’s largest direct-response publisher. Because the publisher already had an existing operation, they were able to take on the new project without adding extra personnel or office space. Costs were thus reduced. And profits were increased dramatically, because the publishing company was able to market to its own list of buyers. Perhaps most important, AWAI and its German partner could combine their skills and knowledge to take full advantage of the German market quickly, thus avoiding any concern that another enterprising business would fill the gap.

To make matters simple, the contract established AWAI as owner of its product line, established the publisher as the line’s sole marketer in German and Germany, and stipulated a fixed royalty (a percentage of the sales) for AWAI.

Had Katie decided to make a go of the German operation herself, AWAI might have made more money, since it would have kept 100 percent of the profits. But it would surely have taken many years and would have had a greater chance of failure. By going with a joint venture, the German business was up and running in less than a year, and was very profitable in less than two years.

Perfect for Start-Ups and Small Businesses

Many small-business owners don’t like joint ventures. They don’t like the idea of splitting revenues. They like selling their own products because they get to keep 100 percent of the revenues.

This sort of thinking simply misses the mark. When a joint venture is executed properly, it doesn’t subtract from a business, it adds to it.

There are many ways to do joint ventures. But for a growing small business, the most lucrative type of joint venture usually involves at least two of three key elements: a product, a promotion, and a market.

Yanik Silver, [link to: http://www.earlytorise.com/author/yanik-silver] an Internet marketing specialist who regularly writes for Early to Rise, says that joint ventures have been “very, very good” to him. He suggests that small businesses should consider not only JV deals but also all the ways there are of selling products and making money that they aren’t already doing:

One of the best ways to expand your marketing base is by adding on new marketing channels… and one of the fastest and most efficient ways of doing that is to form joint ventures with colleagues and competitors who have expertise that you lack.

Yanik talks about one information marketer who entered a joint venture with a telemarketer. He paid the telemarketer a large percentage of sales for events and other high-end products he was producing. This joint venture brought in millions of dollars in extra revenue, Yanik says. And it did so without “the headache of babysitting and training a bunch of telemarketers.”

Instead of hiring employees and running a mail shop himself, Yanik gets all his direct-mail marketing done on a joint venture basis. “My partner does all the little things necessary to get a direct-mail piece out,” he explains. “He’s also a good copywriter, so he writes envelope teasers, lift notes, and so on, too. I pay him based on the results of each mailing. We are both in it together. If I do well, so does he.”

One of the key secrets to joint ventures, Yanik says, is not to be greedy. “I give all my partners a fair percentage of the sales they help me make. It has to be significant. I want them to be happy.”

He also recommends getting the joint venture agreement in writing, “even if you are best friends with your partner. Memories fail, but a simple written agreement (which could be nothing more than an e-mail outlining key points) will clarify any discrepancies or misunderstandings that might crop up in the future.”

Strategies for Successful Joint Ventures

Joint venture marketing relationships can be extremely valuable. Every ambitious entrepreneur and marketing director should be open to them. Making them work, however, does take time and consume resources. And because you don’t have unlimited time and resources, it makes sense to be strategic in selecting your joint venture partners.

• Look for strong partners – businesses that have significant skills and/or resources that you lack.

• Make sure that your contribution to the deal is equal to your partner’s. An unbalanced partnership is not good for either party.

• Avoid partners you don’t trust.

• If possible, limit the scope of the venture in the beginning and extend it as trust increases.

• Make agreements simple, but put them in writing.

• To avoid costly misunderstandings after the venture has begun, identify the value of each partner’s contributions at the outset. These should include skills, intellectual resources, marketing resources, capital, and so on.

• In determining the value of those contributions, remember that fairness is not an exact number, but a range. Try to be flexible – and favor partners who demonstrate the same flexibility.

• Establish clear protocols at the beginning for amending or unwinding the relationship if it fails to meet expectations.

• Goodwill is essential for success. Goodwill means that you want your partner to benefit from the relationship as much as you do.

The idea is to develop joint venture relationships that are easy to maintain, financially profitable, intellectually rewarding, and long-lasting. After a necessary period of negotiation and implementation, you want the relationship to grow well and quickly and painlessly.

If you pick a weak or untrustworthy partner, the joint venture will eventually fail. If your partner sees you as weak or untrustworthy, the venture will also fail. If, on the other hand, you develop a reputation for being a good, trustworthy partner, good people will come to you and be happy with the terms you suggest.

[Ed. Note: The joint venture is just one marketing channel that can help speed your business to profitability. Now, you can discover 11 other powerful, profit-accelerating marketing channels that can take your business to new levels of success. All you have to do is pick up the Amazon.com best-selling book by Michael Masterson and MaryEllen Tribby: Changing the Channel. You can get a crash course in 12 money-making secrets... and how they can turn you into a cash producer for any company you work for. Learn more right here.

The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, published with permission from John Wiley & Sons. Get your copy today.]

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What’s New from the Publisher’s Viewpoint: The Main Thing You Should Focus On

Wednesday, November 5th, 2008

“How do I keep my website safe from hackers?” This was a question I fielded at Rich Schefren’s Strategic Profits seminar earlier this year. The Internet business owner who asked the question really wanted to know the answer. But I couldn’t help but roll my eyes.

You see, it’s easy to get off track when you’re trying to run an Internet business. There’s a lot of “stuff” out there that’s crying out for your attention. That includes things like superior website design and hacker protection. The truth is, you shouldn’t be worrying about that. Instead of helping you get ahead, these things could actually be preventing you from achieving the success you want.

As long as you keep one rule in mind, you’ll never wander too far from your primary goal: The main thing you should focus on is marketing.

Whenever you think you MUST do something to help your company, ask yourself, “Will this help me achieve my marketing goals?” If the answer is no, it may not be worth worrying about it.

[Ed. Note: Discover 12 profit-boosting strategies that can help you achieve your marketing goals in Michael Masterson and MaryEllen Tribby's Amazon.com best-seller, Changing the Channel: 12 Easy Ways to Make Millions for Your Business.]

 

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Whats New From the Publishers Viewpoint: R-E-S-P-E-C-T (Find Out What It Means to Me)

Friday, October 31st, 2008

Everyone is feeling the effects of the most recent economic crisis. It does not matter if you are a business owner, a student, in middle management, or a stay-at-home parent. We are all worried. 

Last week, I had lunch with two business acquaintances – “Amanda” and “Len.” Our conversation naturally turned to a discussion of ideas that might be beneficial to our businesses during this tough time. But the main thing I got out of our meeting had nothing to do with the business ideas we discussed. Rather, I left wondering where common human courtesy had gone.

You see, we got on the subject of cost cutting. Len said, “Well, I told MY people they’d better not spend any money on thus and such…” His voice was dripping with condescension. And instead of referring to his employees as his “team” or “group,” he called them “my people” – as if he owned them.

Amanda was even worse: “I think you should just fire half of your staff,” she said. “They are probably all idiots anyway. I know my people are.” 

I thought about how little respect these two individuals have for their teammates. People they work with every day. Then I thought about their teams – and how horrible it must be for them to go into an organization every day, work hard, and receive so little respect. 

I was surprised. Amanda and Len are intelligent people who run successful companies. Why would they talk that way? 

Don’t get me wrong. I’m not saying that by being respectful and courteous you will automatically have a successful business. We all know that it takes a lot more than that. But what I am saying is that respect is the foundation of every relationship. And when you show respect, you receive respect.

Early in my career, while working at Forbes, our company was in a softball league with other publishers (a big thing in New York City). Our team was made up of people from all levels of the company – from the IT directors to the mailroom guys to the marketing assistants. And many days I would go directly from a meeting with Steve Forbes to play softball. 

One night after the game, a colleague asked me how I’d become so successful at such a young age. I explained that hard work had a lot to do with it, but that I also respected the people I worked with. I said that gender, age, status, and income had nothing to do with how I treated people – that anyone who was doing a good job, regardless of his or her position, deserved my respect.

This is the same philosophy my husband and I teach our children today. You know the old expression, “Children should be seen and not heard”? Well, whoever made that up most likely received very little respect.

My husband and I show our children the respect that they deserve. After all, why wouldn’t we? Our three-year-old is caring, smart, funny, and can put a smile on the grouchiest person’s face. 

And I do my best to associate only with people I respect. Think about it. Would you want to spend your days and nights with people you don’t respect? 

Respect is like innocence. Everyone deserves it until they do something that proves otherwise. (Of course, that doesn’t mean you should have an overblown sense of your own worth.) 

The best thing about respect is that it is really up to you. If you are in a company where you are not getting respect or you do not respect the people you work with, do something about it. 

[Ed. Note: Respect yourself - and associate only with people and companies you value. Let us know your thoughts on respect right here.]

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Marketing in the Twenty-First Century

Tuesday, October 28th, 2008

Sherwin Cody had a problem. He was a low-paid English teacher, but he harbored a secret desire to become a wealthy man.

Teaching people how to speak English, Cody knew, wasn’t likely to make him lots of money. Yet he found a way to do just that.

Cody’s first step was to write down everything he knew in a book called The Art of Writing and Speaking the English Language. To sell the book, he hired a copywriter named Maxwell Sackheim. After discussing various approaches, Cody and Sackheim decided they would market the book by taking out display ads in magazines and newspapers.

They tossed around dozens of possible advertising angles. They finally settled on one that became one of the most successful marketing promotions of all time. If you are a student of marketing history, you will recognize it. The headline reads “Do You Make These Mistakes in English?” The ad made both Cody and Sackheim wealthy. More important, it launched them on dual careers in an industry that was just being born. The industry was direct-response marketing. The year was 1919.

Writing about direct response in the early 1900s, Cody observed that, with the advent of paved roads and a rail system, businesspeople had the ability to sell their products nationwide and deliver them quickly. And because direct-response ads in national publications could reach so many potential customers for those products across the country, it had a big advantage over local marketing by retailers, which had been the main form of advertising in the nineteenth century. As a result, he predicted, direct response would dominate marketing in the twentieth century.

He was right. During every decade of the twentieth century, direct-response marketing grew at double-digit rates. Today, at an estimated $2 trillion a year in the United States alone, it is the largest single form of advertising by a mile.

Countless fortunes have been made by small and large businesses that took advantage of it. And it is still extremely viable today.

Sherwin Cody went on to publish more than 200 books before he died in 1959. He made fortunes for himself and many others. And he did it by mastering the fastest-growing advertising trend of his century.

Multi-channel marketing is based on new, twenty-first century technology that has radically reduced the costs of communicating with prospective buyers and existing customers. In 1980, for example, it cost about 50 cents to send a direct-response sales letter through the mail to a customer. Today, that same transaction, via the Internet, costs less than a penny.

The Internet has completely and permanently changed the way that marketing – and business – works.

Everything moves faster and farther. And everything is interconnected – companies with their customers, customers with the media, the media with companies, and customers with other customers.

To ignore these changes is utter foolishness. To understand and embrace them is the way to succeed in business today.

If you’re unfamiliar with the term, multi-channel marketing refers to marketing with as many different types of media (or channels) as possible. These channels include (but aren’t limited to):

  • Search engine optimization
  • Direct mail
  • Direct e-mail
  • Teleseminars
  • Event marketing
  • Print advertising
  • Social media
  • Direct-response television
  • Joint ventures
  • Public relations
  • Telemarketing
  • Radio

The more channels you use to reach your target customer, the better your chance of reaching him right when he’s ready to buy. Plus, using multiple channels allows you to reach customers who might not be right in your line of sight. Customers who don’t use the Internet might listen to the radio. TV watchers might not read magazines. And so on. Multi-channel marketing is the absolute best way to get your message seen and heard by as many people as possible, as often as possible.

The best part about multi-channel marketing is that anyone can become an expert in how it works. Whether you’re an entrepreneur with your own start-up business… or a brand-new employee working her way up the rungs of the corporate ladder… or the CEO of a Fortune 500 company… you can use multi-channel marketing to help the business grow and prosper.

This new trend in advertising – multi-channel marketing – is a trend that will continue to grow at double-digit rates for decades and decades to come. If you embrace multi-channel marketing, you will see improvements in your business almost immediately. And those improvements will continue at lightning speed, transforming your business into something much greater than it is now. How big and how fast it grows is up to you.

The trend is huge. The time is right. Your future is unlimited.

[Ed. Note: To succeed in business, you must embrace the importance of multi-channel marketing. Michael Masterson and MaryEllen Tribby have combined their 60+ years of marketing and business-building experience into one breakthrough business manifesto... a book that reveals 12 of the most powerful, profit-accelerating marketing channels they know. You can get a crash course in each of these money-making secrets... and how it can turn you into a cash producer for any company you work for. Be one of the first 250 people to buy the book TODAY, and we'll throw in a spectacular bonus. Learn more right here.

The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, published with permission from John Wiley & Sons. Get your copy today.]

 

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What’s New from the Publisher’s Viewpoint: Not Your Father’s Jury Duty Anymore

Thursday, October 23rd, 2008

About three weeks ago, I received the dreaded notice in the mail. I immediately thought of 100 reasons why I should be dismissed and a good number of excuses for how I could get out of it. 

What am I talking about? You guessed it: jury duty. 

Later that evening, I complained to my husband that, with the kids and running a business, I did not have time for jury duty. His smart and simple words changed my thinking on the subject forever. 

He said, “If I had an injustice done to me or if one of the kids were in trouble, I would sure want someone like you on the jury. You want people on a jury who are smart, who will listen to and understand the law, and, most important, whom you can trust to make a decision based on the facts instead of emotion.” 

He pointed out that this last attribute is what I bring to my business every day at the office. For instance, when I need to hire someone, I base my decision on whether a particular person is good for the position and the company. When I have to discontinue a product, I base my decision on the viability of that product – not whether or not I like it… and not even if I had spent a great deal of time and money on trying to make the product work. And when I have to make the hardest decision of all – to fire someone – I can do it because I know it is the right thing to do.

What my husband said made so much sense to me that all of a sudden my dread turned into excitement. I started looking forward to this new experience.

So on the appointed Wednesday, I eagerly reported to the Palm Beach County Courthouse with a newfound sense of pride and determination.

While going through security, I was surprised and impressed by the efficiency and politeness of the guards. I was amazed by how smoothly check-in went – much faster than any airport security, amusement park, or movie line I have ever been in. 

After a brief wait (which I used to check e-mails on my BlackBerry), I was randomly selected to go through the voir dire process. (”Voir dire” is French for “to see, to say.” Roughly translated, it means “to speak the truth.”)

Twenty-one of us got called into the courtroom. There, the judge introduced the case to us, as well as the defendant and both attorneys. First, all the potential jurors answered the same 12 questions. Then the judge – followed by both attorneys – asked very specific questions to determine who would decide the fate of the defendant.

During this process, I noticed that, as in others areas of life, some people took the responsibility very seriously while others did not. (More on that in a moment.)

“If your name is called,” the judge said, “please come and sit in the jury box.”

I sat there restlessly, wanting to be called to one of the seven chairs. After all, I took the entire process seriously and wanted to do the right thing. 

When there were only two chairs left, my mind kept flashing back to the last season of “American Idol.” Wouldn’t you know it? I was the last one called.

There were moments during the trial when I secretly wished I had not been selected. Not because of the time commitment but because of the severity of the case. This man’s future was literally up to us. The sense of responsibility was overwhelming.

Now don’t get me wrong. Having a sense of responsibility is nothing new for me. I feel it every day, running a company and raising children. But to have to make the decision to send a man to prison or give him back his freedom was new for me. 

We are all human – and I will freely admit there have been times during long meetings or when listening to friends go on and on about their husbands or work that I have zoned out. But given what was at stake here, I vowed that I would listen intently and consider all the evidence put before me.

And I did that for five hours.

When the testimony was complete, the judge gave us explicit instructions. And when we got to the jury room, I was nominated to be the foreperson. It took us only an hour to make our decision: We found the defendant not guilty. It was clear to us that the state had not proven its case beyond a reasonable doubt. 

It saddened me to think that there are many countries in the world where this man would not have received a fair trial – where he would have been thrown in prison based on the little evidence there was.

It also made me very proud. Proud that at a time when some people believe it’s fashionable to hate everything American, we have a system that presumes a defendant to be innocent until proven otherwise. 

As I drove away from the courthouse that evening, I was happy that I had gone through the process. I was happy about our decision. But, mostly, I was happy to get back to the office the next morning.

As you already know from reading my articles in ETR, I try to learn something from every new experience. And jury duty was no exception. I found two valuable business lessons inside the courtroom that day.

Lesson #1: 5 things that you should be doing for your customers.

As I said, I was surprised by how smoothly the check-in process ran. But it was the orientation that really interested me as a marketer. This included a live presentation followed by a five-minute film. In both presentations, the court made the following points: 

  • They thanked us profusely up front.
  • They emphasized the importance of being a juror.
  • They broke down the jury selection process into concise steps, so we knew exactly what to expect for the day.
  • They gave us many suggestions for what to do at the courthouse while we were waiting to be called.
  • They provided clean, comfortable waiting areas – including a quiet room with computers, books, news and lifestyle magazines, as well as puzzles. There was something to interest just about everyone.

I immediately thought of how this could be related to business. Take a second to think about your own business… and ask yourself: 

  • Do I thank my customers when they buy my product?
  • Do I emphasize the importance of their purchase?
  • Do I give them clear instructions on using the product?
  • Do I make suggestions for what they can do or accomplish with the product?
  • Do I deliver the product in such a manner that it excites my customers to use it?

Lesson #2: Attitude is everything.

After the voir dire process was complete, we were asked to step outside the courtroom so the judge and attorneys could decide on the jury. I was happy to have this opportunity to speak with my fellow potential jurors – especially the people who clearly did not want to be there. And it appeared that those who had given answers that they knew would keep them from being picked for the jury were the same ones who did not take either their careers or relationships seriously. 

“Jen” told me that she did not want to get picked for the jury because she would rather go back downstairs and watch the free movie they were showing. Then she commented that spending the day at the courthouse was better than going to work. 

“Peter” told me he would rather sit around the courthouse cafeteria all day instead of spending the day with his wife. 

It was amazing to me that though these people knew they would have to spend the entire day at the courthouse even if they weren’t picked for a case, they still did not want to get selected. So I pressed further to inquire about their individual careers. 

Jen told me she was a marketing manager for a local research firm. (Turns out it’s a medium-sized company that I know.) She said that she liked her job okay, but her boss kept passing her up for promotions. Gee, I wonder why, Jen. 

Peter was retired but he had been a print salesman back in New York (with three-hour liquid lunches). He said that in the good old days it was easy to fool his customers into paying more for his printing – even though, by his own admission, the product was not worth the price. He revealed that he would sell them “extras” he knew would make no difference to the quality of the printing job. 

I finally spoke to “Karen,” a young women who was not only a hairdresser but who owned her own salon. She told me that when she received her jury duty notice, she immediately called her clients to re-schedule their appointments. She even stayed late in the evening the two weeks before jury duty to accommodate those clients. She also told me that she had asked her husband to take a personal day off from his job so he could run the salon in her absense. 

What can you learn about business from my little chats with Jen, Peter, and Karen? It’s simple.

If you feel the way Jen and Peter do about their jobs, quit. You’re not doing yourself or your employer any favors by staying. And if you have employees like Jen and Peter – and, believe me, you will recognize them – fire them. It’s never fun to fire people. But your business will benefit. Instead, look for people with Karen’s work ethic and attitude.

[Ed. Note: You can find lessons that will help your business grow almost anywhere you look. Fortunately, you don't have to look far. MaryEllen Tribby and Michael Masterson have written a book made up of their combined 60+ years as marketers and businesspeople. You can benefit from their vast experience without going through your own years of trial and error. The book is being launched this coming Tuesday - so keep reading ETR for details about where and how to get your copy.

In the meantime, let us know what you've gotten out of jury duty. Did you learn any unexpected lessons? Tell us right here.]

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What’s New From the Publisher’s Viewpoint: Bootcamp Extras

Friday, October 17th, 2008

“This is terrible!” Michael Masterson told me. He was talking about ETR’s upcoming Info Marketing Bootcamp. And I was shocked beyond words.

Here’s what led him to say such a thing about ETR’s biggest event of the year…

Now Friday at 5:00 is hardly the time I wanted to get into a “debate” with Michael. But I walked right into it last week. I was telling him about all the fabulous “extras” we’re packing into Bootcamp this year.

That means, on top of the $1.2 million worth of advice from 12 of the world’s top Internet marketing experts, our Bootcamp will also offer:

• An info marketing Jeopardy-style game – during which our attendees have a chance to win exciting prizes. That’s including our grand prize, worth $4,000!

• A VIP networking gala for our Internet Money Club members. Our VIPs will have the chance to sit down, one-on-one, with people like Rich Schefren, David Cross, Yanik Silver, Alex Mandossian, and me. (That’s right – they’ll get targeted, personalized advice from some of the biggest superstars in Internet marketing.)

• A ’50s night cocktail party. Not only will this party provide attendees with the perfect no-pressure venue for meeting up with people in their industries, it’s a great chance for them to have a personal chat with me, Michael Masterson, or any of the ETR staff. Plus, the winner of the best costume will receive a one-of-a-kind prize that cannot be gotten anywhere else.

• An elegant sit-down awards luncheon. Every attendee is invited to see me hand out four very special awards to people who have influenced or changed our industry. This year’s Lifetime Achievement Award is going to Bob Bly – and those who’ve never seen Bob are in for a treat. Every time he presents, the audience goes wild, and the laughter and applause go on and on. This could be one of the last times Bob will ever do it. He’s officially retired from speaking, but agreed to come out of retirement to share some of his six-figure ideas with Bootcamp attendees.

• A chance for attendees to meet and speak with their favorite ETR contributors. You see, many of ETR’s expert contributors will be attending this year’s event, even though they are not speaking. They are coming to mingle and spend time with our guests and other experts.

And, of course, I noted that Bootcamp is the only ETR event at which Michael speaks.

I was so proud of myself and my team for putting this incredible event together. “This is by far the best event line-up I have ever seen for any conference we have held or for any outside event I’ve attended,” I told Michael confidently.

“Any event can get good speakers… even great speakers,” I said. “But even though it adds a huge expense to our bottom line, I firmly believe that ‘extras’ – like our parties and lunches and networking opportunities – can turn a good event into a great one.

“Plus,” I went on, “we have speakers who are doers. Our experts are not professional circuit speakers. They have made millions doing what they do. And they are teaching their money-making techniques at this year’s Bootcamp.”

I explained that we have feedback from previous years’ attendees who have praised our networking events. That’s where they had the opportunity to make contact not only with our expert speakers but with other attendees who often ended up being their business partners. And that is why they come back year after year.

That’s when Michael said those jaw-dropping words: “This is terrible.”

I could hardly get my question out: “Why?”

Michael agreed that we did indeed do a fantastic job of putting events together, as far as getting the best cutting-edge speakers and over-delivering on our promises. He said that I was absolutely doing the right thing by adding all the “extras.” In fact, he said, the extras are what differentiate ETR’s conferences from everyone else’s.

What was terrible, Michael said, was that we’ve been doing an awful job of letting ETR readers know about all those extras.

He said that you deserved to hear everything I had just told him. That you wanted to know about ALL of the opportunities to accelerate your business growth – not just the incredible speaker sessions.

So here it is… here is the full agenda for this year’s Info Marketing Bootcamp. It starts Sunday, November 9 at 3:00 p.m…. and is going to pretty much keep going until you cannot keep your eyes open any longer.

Bootcamp 2008 Agenda

Sunday, November 9

3:00-5:30 p.m. Bootcamp Registration - We will be handing out all of the conference materials, which will be invaluable in preparing you for the week’s events. You will also learn about each speaker – know in advance who to approach in the hallway or at the networking events.

5:30-7:30 p.m. Conference Welcome and Opening Session With Michael Masterson – Bootcamp is your only chance to see Michael Masterson speak all year… and he will appear only twice at this year’s event. Michael always shares his most powerful business-building secrets (not to mention some juicy insider stories) during his opening speech, and this year won’t be any different. Don’t miss out!

7:30-9:30 p.m. Networking Gala and Staff/Speaker Meet and Greet – A big part of Bootcamp is getting to know your fellow attendees. These are potential business partners, after all. Of course, you also have the opportunity to pick the brains of the Early to Rise staff and our marketing experts to get a little “off the record” advice. And what better way to get acquainted than with a few cocktails and hors d’oeuvres?

As if that isn’t enough, we’ll be hosting our first round of “Info Marketing Jeopardy” with our very own Alex Trebek, nationally known comedian Peter Fogel. Contestants are eligible to win a prize worth thousands by answering questions about direct marketing, information publishing, online marketing, and more. Details will be included in the on-site registration materials.

Monday, November 10

7:00-8:00 a.m. Networking Breakfast – Continue the conversation with your new “conference buddies” over coffee and bagels bright and early. Then mentally prepare yourself for the first full day of Bootcamp. By the end of the conference, you’ll be well on your way to a new life as an Internet entrepreneur.

8:00-10:00 a.m. Get a sneak peak at MaryEllen Tribby and Michael Masterson’s new book, Changing the Channel: 12 Easy Ways to Make Millions for Your Business. This is the first book co-authored by these two marketing powerhouses, and they’re going to tell you why you risk leaving millions on the table if you don’t make multi-channel marketing part of your business. Better yet, they’re going to tell you exactly how to do it.

10:00-10:15 a.m. Stretch Break – A great time to stretch your legs and grab a drink (or that last cup of coffee). But don’t be late for the next session. We are sticking to our jam-packed schedule.

10:15-11:45 a.m. The Early to Rise subscriber list recently broke 400,000. MaryEllen, David Cross, and Brian Edmondson tell you step-by-step how we did it and how you can do the same – even if you’re starting from zero.

11:45a.m.-12:45 p.m. Lunch Break – The Delray Beach Marriott has some very nice restaurants just steps from our conference room. The on-property Seacrest Grill and the Cascades Poolside Grill serve American classics. To expedite lunch service, the Marriott will also set up a cash-and-go buffet in O’Grady’s in the lobby.

12:45-2:45 p.m. Web 2.0 (and even 3.0) marketing expert Rich Schefren highlights what you need to know about social networking, blogs, online chat rooms, and other social media… and how to use this new technology to grow your business and make a sizable profit. And don’t get thrown off if you’re not familiar with the subject. Rich has a knack for explaining Web trends in plain language.

2:45-3:00 p.m. Stretch Break

3:00-4:30 p.m. You don’t have a business without products. And serial entrepreneur Marc Charles is here to help you find not just products, but products you can be proud of that will sell like crazy to your target market. Marc will also reveal the details of one the most important secrets of business: You don’t tell the market what it wants, the market tells you.

4:30-4:45 p.m. Stretch Break

4:45-6:45 p.m. Internet entrepreneur Yanik Silver was a one-man show when he started out and didn’t have much start-up capital. But he has grown a multimillion-dollar business working from home by harnessing the power of two marketing channels, joint ventures and affiliate marketing.

7:00-8:30 p.m. VIP Reception – This is an exclusive gathering of Internet Money Club members, as well as other VIPs. The Early to Rise staff and our expert speakers will also be on hand. Get a critique of your business plan, get help with your marketing plan, learn copywriting secrets from the best in the business. This will be the place to do all that – and more! And don’t forget, you’ll enjoy gourmet food and drink in an outdoor, tropical setting.

Tuesday, November 11

7:00-8:00 a.m. Networking Breakfast

8:00-8:15 a.m. Monday Recap – Alex Mandossian, our emcee, believes that repetition of key concepts is a vital part of learning. So first thing each morning, he will go over the main points of the previous day’s presentations. Be prepared, because he will be placing you and your fellow attendees into discussion groups to talk about what you’ve learned so far.

8:15-9:45 a.m. Two of Agora Inc.’s top copywriters, John Forde and Charlie Byrne, share the stage to teach you how to sell with words. And they share with you the powerful writing secrets that have allowed them to sell millions of dollars’ worth of products every year. Learn to grab your customer by the wallet with the written word.

9:45-10:00 a.m. Stretch Break

10:00-10:15 a.m. Info Marketing Jeopardy, Round 2

10:15-11:45 a.m. Search engine optimization expert John Phillips tells you what Google doesn’t want you to hear: how to “game” their system to get a high ranking (even #1) in their search results. It’s all part of doing business online and perfectly ethical, of course. As John says, “What’s good for Google is good for the customer.”

11:45 a.m.-1:45 p.m. Early to Rise Awards Luncheon – We honor the best in the information-marketing business during this luncheon hosted by ETR Publisher and CEO MaryEllen Tribby. Honorees were rigorously selected and adhere to the highest ethical standards, while running extremely profitable businesses. Their success is something to aim for. Lunch will be provided – it’s on us.

1:45-3:45 p.m. Howie Jacobson has been working with Google AdWords, the Internet’s premier pay-per-click ad service, since the beginning. Heck, he literally wrote the book on Google AdWords. So he’s well qualified to show you how to bring huge amounts of traffic (that means prospective customers) to your website by using just three-line text ads.

3:45-4:00 p.m. Stretch Break

4:00-4:15 p.m. Info Marketing Jeopardy, Round 3

4:15-6:15 p.m. Alex Mandossian steps out of his role as emcee and takes the stage as a presenter to reveal how you can make money with just your voice and a telephone. Using teleseminars as the main component of his information-marketing business has allowed Alex to turn what used to be his yearly income into an hourly income.

7:00-9:00 p.m. Networking Sock Hop and Changing the Channel Book Signing – Yes, you read correctly. Get on your dancing shoes and your best “Grease” costume. We’re hosting a ’50s-themed party, and there will be plenty of music and entertainment. There will even be a contest for best costume.

This night will also be your chance to get a copy of Changing the Channel: 12 Easy Ways to Make Millions for Your Business - signed by the authors themselves, Michael Masterson and MaryEllen Tribby.

Wednesday, November 12

7:00-8:00 a.m. Networking Breakfast

8:00-8:15 a.m. Tuesday Recap With Our Emcee, Alex Mandossian

8:15-10:15 a.m. Buck Rizvi and Brock Felt escaped from the toil of the corporate world and struck out on their own. With techniques you can easily “copy,” they made millions using online direct marketing to sell high-quality products. These are regular guys. (You’ll see during their presentation.) If they can do it, so can you.

10:15-10:30 a.m. Stretch Break

10:30-11:45 a.m. Info-Marketing FINAL Jeopardy – The final round of our little game show. The winning contestant will receive the grand prize:… well, we don’t want to spoil the surprise. You’ll have to watch to find out what it is.

10:45 a.m.-12:30 p.m. David Cross, Agora’s Senior Internet Consultant, and Internet entrepreneur and success coach Brian Edmondson take everything you’ve learned at Bootcamp and tie it together… and give you an action plan for when you get home and start working on your business.

12:30-1:30 p.m. Lunch

1:30-3:15 p.m. The Expert Panel - We gather the experts you’ve heard from over the past three days and put them on the hot seat.

3:15-3:30 p.m. Closing Remarks – MaryEllen and Michael Masterson bid you farewell and good luck. And encourage you to let us know how you are doing over the next several months. We’re dedicated to making your business a success.

* * * * *

So there you have it.

ETR’s 2008 Bootcamp is going to teach you how to start and grow a blockbuster Internet business. In fact, it could help you earn $1.2 million in 2009. But, as you can see, the sessions with our experts are just a part of what you’ll get as a Bootcamp attendee.

Michael was right. I should have sent you this note weeks ago. Because of that, I’m going to re-open our Early Bird offer until this coming Monday. That means you have three days to sign up for Bootcamp and still get a $200 discount on the price. This is the absolute final chance to get $200 off when you sign up. But I must warn you, there are not a lot of spots left. So sign up right now.

And one last thing…

Because of that conversation I had with Michael, a new column has been born. Each week, I will write you a letter giving you an inside look at something that has happened in our business that made a difference to how we run ETR. You, in turn, can take that experience and apply it to your own business.

Sign up for Bootcamp. And keep reading my new column to get a publisher’s perspective on business online.

[Ed. Note: Have you signed up for Bootcamp yet? If so, what are you looking forward to the most? Let us know right here.

If you haven't signed up for Bootcamp yet, what are you waiting for? MaryEllen revealed exactly what you'll be missing - and those are just the extras! Learn which experts will be disclosing their $100,000 ideas right here. And don't forget - your chance to get $200 off the price of Bootcamp ends this Monday.]

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Is Your Ego Bigger Than Your Skill Set?

Wednesday, September 24th, 2008

I hired “Inga” early in her career. Because I knew she was a rising superstar, I spent a great deal of time mentoring her as well as introducing her to other people in the industry.

When she was ready to move on, I recommended her to an industry legend who was starting a new business. He hired her and she excelled there as well.

But then she left that position to start her own little consulting company. And the “buzz” in the industry has been that she is not always delivering assignments on time and is getting increasingly harder to deal with.

We hadn’t communicated since she went off on her own. Then, about a month ago, I received an e-mail from her.  

She asked if we could have lunch so she could pick my brain regarding her consulting business. Because we both have busy schedules, we had to set the date for three weeks down the road.

Two days before our scheduled lunch, I e-mailed her to say I was looking forward to seeing her and to confirm the time and place.

I was shocked by her response. She had forgotten all about it. She said she was too busy, and asked if we could please meet the following day instead.

I couldn’t make it the following day. And I was understandably miffed, because I’d had to re-schedule several appointments to free up the day and time we’d originally set. As I tried to explain this to her, I felt suddenly sad. Here was someone whose ego had surpassed her talent.

Whether you are working in a corporate environment or on your own, you should always be building relationships. Relationships with your customers, your competitors, and certainly with your current and previous mentors. If you take these people for granted… and start putting yourself ahead of them… you’ll be burning valuable bridges. And doing that leads to the demise of any business.

[Ed. Note: I'm sure YOU wouldn't turn down the chance to get business-building advice from MaryEllen Tribby. In fact, you can have the chance this November at ETR's 2008 Info Marketing Bootcamp. And MaryEllen's not the only superstar mentor who can help your income skyrocket. 12 of the world's best and brightest marketers have agreed to ETR's Internet Ultimatum. What does that mean for you and your future wealth?]

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The Right Way to Leave

Friday, August 8th, 2008

I recently celebrated my two-year anniversary with ETR. But it seems like I have been a part of this team much longer. Maybe it is because there is absolutely no other organization I would rather be a part of.

You see, I’m fortunate. I wake up every morning and look forward to going to the office to interact with the ETR team, to brainstorm new products and marketing ideas, and, recently, to talk about the new ETR website. (You’ll be hearing much more about that in the next few months.) I also enjoy attending and presenting at our conferences, and meeting our readers.

But not everyone feels the way I do. And when they aren’t happy with the work they’re doing, they often choose to get another job.

In my 20-plus years in business, I have seen many employees leave their jobs for many different reasons. Some were asked to leave, and some left on their own. Some left for good reasons, some left for inane ones.

But no matter why you leave a job, keep this in mind: There is a right way and a wrong way to exit an organization.

If you leave a job the wrong way, you could wind up ruining your reputation – or even making an enemy for the rest of your life. And that could affect any career you pursue. But if you leave a job the right way, you can preserve – even enhance – your reputation, strengthen your relationship with your new boss, and help ensure that you’ll get rave reviews any time a potential employer looks into your work history.

The right way to leave a job simply involves taking 3 key steps:

1) Announce your resignation.

It does not matter if you have been employed by the company for a month or 10 years… never e-mail your resignation or announce it with a phone message. Sit down with your supervisor and have a grown-up conversation. Explain that you need to move on, and thank her for everything she has done to help you in your career.

Bring your official resignation letter to the meeting. In it, include your end date. Make sure you allow for enough time to make an easy transition between you and your replacement.

The following is a good rule of thumb:

Position level

Number of weeks notice

Entry level One week for every year (minimum two weeks)
Middle management Two weeks for every year
Executive Two weeks for every year plus two extra weeks
CEO/company officers Three months to one year

Yes, some companies may escort you out the door the moment you inform them of your resignation. However, most will thank you for your service, and even offer to help you with your next endeavor.

Whatever you do, do not tell any of your colleagues or subordinates that you are leaving before you have the conversation with your direct supervisor. Telling your supervisor first says that you respect her and appreciate what you have learned from her. (Keep in mind that this is the person you will most likely use as a reference in the future.)

2) Have a transition plan.

When you have that talk with your supervisor, be prepared with a suggested transition plan. Have recommendations for people who can take over some of your responsibilities until your replacement is hired.

Your transition plan should also include:

  • A timeline of projects you have been working on. This should be as detailed as possible.
  • Your job description, updated with any changes that have been made during your tenure. All jobs evolve, and your supervisor may not realize to what extent yours has.
  • A contact list that includes the names, e-mail addresses, and phone numbers of everyone you interact with in order to get your job done. Do not omit anyone because you brought them to the table. You did it while you were being paid by your current employer.

While discussing your transition plan, offer to help hire your replacement. After all, you know the kind of skills that are required to do the job, as well as the kind of person it takes.

3) Maintain your strong work ethic.

So many people make the mistake of slacking off once they give notice. This can negate your entire legacy.

Your last few weeks or months in a company is a time for you to shine. A time to present yourself the way you want to be remembered. You should come in early and stay late. Offer assistance to anyone who needs it. And do whatever else you can to leave a lasting impression of what a talented person and hard worker you are.

Most industries are more interconnected than you might imagine. If you do a great job after you have given notice, it’s practically guaranteed that your new boss will hear about it. And the same is true if you acquire an “I just don’t care anymore” attitude.

When I first started at ETR, I was looking to hire a graphic artist. One of the prime candidates for the job was a lovely young woman with a fantastic portfolio and what seemed like a fine resume to match.

The evening before my final round of interviews, I met a former colleague for a drink. During the course of our conversation, I told her about my potential candidates for the position. As it turned out, the young woman I was seriously considering had worked at my colleague’s company for a month. Not only that, but my colleague had been her supervisor.

Seems that while she was there, she did an okay job. But once she gave notice, she started coming in late. Not only that, but she found reasons why she could not complete her assignments before she left… and she spent a lot of her time bragging about her new job.

Instead of canceling my interview with her the next day, I kept it… without letting on that anything had happened.

When I asked her about an unaccounted-for month on her resume (the time she had worked for my former colleague), she told me she had been traveling. Imagine her shock when I told her that I’d had drinks the previous night with the supervisor she had omitted from her resume.

I thanked her for her time… and hoped she had learned a valuable lesson.

Remember: The final impression you make is just as important as the first one. No matter what reason you have for leaving a job, you want to leave on good terms. You don’t want to burn any bridges. And by taking the three very simple steps above, you can leave on great terms. That will help you maintain your reputation for excellence with your previous employer… and start out on the right foot with your new employer.

[Ed. Note: Making it in the business world requires a lot of trial and error - unless you get someone to show you the ropes. The ETR team has compiled their decades of business-building experience in one easy-to-understand resource. Get their step-by-step guide to creating your own business - and making it a success - right here.]

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What Do Donald Trump, Jack Welch, and I Have in Common?

Tuesday, July 29th, 2008

The other night at dinner, my seven-year-old son Connor asked, "Mom, is it easy to fire people?"

I told him it was the hardest thing that any boss has to do.

His next question was, "Then why do you do it?"

I asked him a simple question: "Do you remember when Delaine (his three-year-old sister) bit the little boy in the park and we took her home and gave her a time-out?" He nodded.

"Do you think I should have given you a time out as well?"

"Of course not," he said. "I didn’t bite the kid." 

I explained that I have an obligation to every single person in the ETR organization. I cannot let one person have a negative effect on 26 other people’s lives. And keeping an employee who is not doing his job properly, or who is disruptive to her co-workers, is not fair to the company as a whole. 

It seems like such a simple concept to rid your organization of sub-par players. Yet it is one of the largest problems I see among entrepreneurs and fledgling business builders. They have an extremely hard time firing people.

Instead of confronting the situation head on, they start taking over the sub-par employee’s tasks or parsing them out to the good employees. But instead of helping, this causes resentment and anger. And soon the good employees start jumping ship. 

Don’t let this happen to you. It is your business, and so it is your responsibility to create and maintain a culture that is conducive to productivity.

If you have been toying with the idea of firing someone but keep saying to yourself "It will get better"… if you have been on the fence for a month or more… you are wasting too much time and mental energy on a decision you have already made. You should be spending that time and energy on making sales and growing your company.

Fire the person. Make sure you do it with respect and compassion. Everyone in your organization will be better off for it.

[Ed. Note: It may be tough, it may be unpleasant. But you can't grow your company if you allow the bad eggs to stick around. Once you get rid of your sub-par employees, you can concentrate on taking your business to the next level. Learn how to get expert advice about what you need to do to create a blockbuster business from the ground up right here.

Is firing hard for you? Have you ever kept on an employee longer than you should have? Let us know in our comments section here.]

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Your Marketing Department Needs to Be Bigger

Thursday, July 17th, 2008

You might be surprised to learn that Early to Rise has 26 marketers on staff.

How big is your marketing department?

I’ll tell you how big it should be. If you have five employees, you should have five marketers. If you have 100 employees, you should have 100 marketers.

Get the picture? Every single one of your employees should think like a marketer. Every single one of them should be working on accomplishing your marketing goals. Yes, they should be doing what their job description says they should do. But every single employee’s job description should include "marketing" as a core responsibility.

Your customer service people should be learning what your customers want… what they like… what isn’t working… and what you can do better.

Your IT people should be figuring out how to make your website easier for your customers to use.

Your writers and editors should be looking for articles that will help engage your readers… subjects that will interest your readers… and topics that correspond with the products and services you offer.

And so on.

This is exactly what we do at Early to Rise. And it’s one reason we’ve experienced such tremendous growth.

If you get all your employees on board with your marketing efforts, you could see your own profits soar.

[Ed. Note: MaryEllen Tribby, ETR's Publisher and CEO, will be telling all in her forthcoming book on multi-channel marketing (co-written with Michael Masterson). Keep reading ETR to find out when the book will be released. In the meantime, you can get the benefit of MaryEllen's marketing expertise and time-tested advice from ETR's team of marketers and business-builders right here.]

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Only 7 Percent of E-Mails Are Worth Reading

Thursday, July 10th, 2008

I just returned from my family vacation. We rented a beautiful beach house on the ocean side of Fire Island, New York. It was wonderful. No cars are permitted on the island; everyone bikes to and from town. We played tennis daily and built sandcastles on the beach. And believe or not, for the first time in my career, I left my laptop at home. (I call it my unplugged vacation.)

Knowing I was going to be out of touch for a while, I prepared everything I needed ahead of time. That included setting up the following autoresponder message for all the e-mails I would be receiving while I was gone:

 

Hello and thank you for your e-mail.

I will be out of the office from June 12th – 24th. Due to the high volume of e-mails I receive, I will delete all e-mails sent during this time period. If your e-mail still requires attention after the 24th, please resend it.

If you need immediate attention, please contact another member of the ETR team.

Cheers,
ME

 

Well, while I was away I received 979 e-mails. Only 68 were re-sent after my return, and three had been forwarded to my assistant. That is barely over 7 percent of my e-mails that really needed attention.

Next time you go away on vacation, don’t waste your time upon your return sorting through e-mails that have either been taken care of or really did not require your attention to begin with. Set up an autoresponder like mine and delete ‘em all. Then you can jump back in by taking care of tasks that actually make you money – right when you are fresh and raring to go!

[Ed. Note: Accomplishing your goals won't happen unless you make the best use of your time. Simple techniques - like MaryEllen's autoresponder e-mail - can not only help you be more productive, they can help you reach your goals faster. Learn how you can get 365 days' worth of goal-setting strategies and advice right here.]

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Dear ETR: "No rented list can pass the permission test."

Tuesday, April 22nd, 2008

"I believe ETR’s response to the question about e-mail list brokers was misguided. Yes, one may rent an e-mail list. It is, however, to the best of my knowledge, a federal crime to use such a list. Thus, it is money down the drain. No rented list can pass the permission test."

Orv.Barr

Livermore, CA

Dear Orv,

Taking control of an e-mail list and sending messages through it is called spam. Yes, that is a federal crime… and we would never advise anyone to do that.

What has been and remains best e-mail practice is e-mail list rental. This is when you make a deal with the owner of an e-mail list for a specific number of mailings (one or more). The list owner will send out your sales message to his list on your behalf. In exchange, he’ll get a percentage of the profits from sales of your product to his subscribers, or he’ll get a chance to advertise to your e-mail list.

If a list owner has his list on the "market," you can go through a list broker to get to the list manager. Or you can directly approach the list manager. Either way, the list owner sends the e-mail to his list. You don’t get direct access to it. If we were to rent the USA Today e-mail list, for example, USA Today would not send us a list of their e-mail addresses. We would send them our sales message, and they would send it to their subscribers through their server.

- MaryEllen Tribby, ETR’s CEO and Publisher

[Ed. Note: Send your questions to AskETR@ETRFeedback.com. Include your full name, your hometown and state, and the ETR team may answer you in an upcoming issue.]

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Get Off the Internet

Thursday, April 17th, 2008

ETR is an Internet business. There’s no doubt about it. And there’s no doubt that we’ve experienced some major growth in the past few years. Four short years ago, ETR was a $3 million business. By the end of 2007, we’d grown to nearly 10 times that amount. And that’s just so far.

If you’ve got an Internet business, I’ve got a secret to getting your business to leap forward: Get offline.

Here at ETR, we’re all about multi-channel marketing. Wendy Montes de Oca has written about this before. Basically, it means that you should market your business in as many ways as you can.] Online, you can market via your e-newsletter, via other people’s e-newsletters, in banner ads on websites, in paid and organic search engine results, and much more.

But that’s not all you should do. To truly be successful as a direct-response marketer, you need to take your marketing to the offline world too.

Here are three ways to take your marketing into the "real" world:

1. Take advantage of a traditional direct-mail approach.

Start collecting names and addresses from the customers on your e-list. One of the best ways to do that is with a simple online survey. To get people to respond, give them a tangible product that has real value. A DVD or CD is perfect. After your customer has completed the survey, tell her you need her name and address in order to send the free gift. Once you have her name and address, start testing direct mail to her. For instance, if you are having a conference or an event and you have not met your quota through your typical e-mail blasts, send your customers invitations through the mail. I bet you will be pleasantly surprised with the results.

2. Put yourself out there.

Attend conferences and seminars as often as possible. I attend dozens of conferences each year. It’s a great way to meet potential partners, clients, and even employees. If you wind up speaking at a conference, you can market your products directly to your audience.

3. Get people talking.

Word-of-mouth marketing is one of the most powerful tools in your marketing arsenal. Read my article "Use Your Mouth" for a few strategies you can use to get people buzzing about your company.

Having a profitable Internet business doesn’t mean the Internet is the be-all, end-all of your marketing efforts. Get offline, and you’re sure to see your business grow by leaps and bounds.

[Ed. Note: MaryEllen Tribby is ETR's Publisher and CEO. You can meet all your marketing objectives - and achieve all your personal, social, financial, and business goals - with the help of ETR's Total Success Achievement program. Learn more here.]

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How to Ace a Job Interview

Friday, April 11th, 2008

During the course of my business career, I have interviewed literally hundreds of candidates for various positions. Some people make the cut. But more often, I wind up saying, "Thanks, but no thanks."

I can think of dozens of reasons I might pass on a particular candidate. Maybe she’s rude during the interview. Maybe he shows up in jeans and a T-shirt to meet with me. Or maybe she just doesn’t have that "it" factor I’m looking for.

But many who seem to have the whole package still get passed over when they’re looking for a job. Because of that sad fact of life, young people often ask me for advice about how to ace the interview process. In fact, I got one such e-mail just the other day. Evan from Seattle wrote:

"Thanks so much for continually providing outstanding content and practical advice. Reading ETR is one of the first things I try to do once I get in the office. Thank you for pushing all of your readers, and especially me, to achieve more.

"I am 25 years old and graduated from college in English Literature, just over a year ago. While going to school, I worked for one of the major retail chains, which allowed me to pay for my own schooling. Straight out of college, I landed an internship with a promising but small start-up company. After my internship, the company hired me on full-time in marketing, where I have since been working. Though the company continues to grow, I often feel bored, a bit underutilized, and unchallenged. I have spoken with our CEO and other coworkers to see if there are more responsibilities I can take on, but to no avail.

"I am considering changing companies, and am looking into pursuing an opportunity in a more established Fortune 500 type firm. Being an English major (as opposed to having a specialized Business degree) gives me a certain degree of insecurity when applying and interviewing for jobs. Do you have any rock-solid advice on the job interview process? I know a few of the basics – like remaining calm and collected while selling my best qualities and showing how I will help improve the company. What else might you recommend?"

Here’s my response to Evan. (And if you are in a similar situation, pay close attention.)

First of all, Evan, before you jump ship, examine what is going on in your current position. You say you obtained an internship straight out of college – and after the internship, you were hired on full-time in the company’s marketing department. You also said that you have been out of college a little over a year. So you only have a year’s worth of marketing experience.

If you came to me as a job candidate and you told me all that… along with the fact that your employer’s company continues to grow (during a time where the majority of start-ups are failing)… and mentioned that you have asked others in your company (including your CEO) for more responsibility to no avail, I would wonder the following:

* Are you doing your current job to the fullest?

That means doing the tasks you don’t like to do… and the tasks you may not think are important but are still a part of your job.

Just yesterday, an ETR team member told me that he did not think he was moving up fast enough. During our discussion, I named three very specific responsibilities of his job that he has yet to do on a regular basis or has not done at all. I explained that until an employee does his or her current job to the fullest – and does so with pride and enthusiasm – I will not move them up or assign additional responsibilities. I did, however, make sure he knew why those tasks are important and how, by doing them, he would help our company’s bottom line.

* Do you have a good attitude?

I have written about this before in ETR.

Do you come in and complain about being bored and underutilized? Remember, not only does everyone dislike a complainer… they avoid complainers like the plague.

* Are you a team player?

If you have completed your tasks for the day and you see someone struggling to get work done, do you offer to give them a hand… regardless of how large or small their task may be?

Can you honestly answer yes to all the above questions, Evan? If not, you may want to take another look at how you’ve been approaching your current job. But if you can, then it is time to start looking.

And here’s some advice for your job hunt that will help you impress any prospective boss.

How to Ace a Job Interview

1. Don’t be intimated because you were an English Literature major and not a Business major.

I majored in Theater Arts in college, and that has worked to my advantage throughout my career. My theater background taught me how to look at situations, procedures, and challenges and make them my own. It taught me that things don’t have to be done the same old way. More important, being a theater major taught me how to think clearly and concisely. And that offering an idea that may not be useable at that particular time was better than offering no idea at all. The things I learned as a result of my major have helped me make a conscious decision to surround myself with people and companies that encourage and promote good ideas. 

A business degree can certainly be helpful, but it is not necessary. The ability to think on your own and come up with good ideas should be more important than any degree in the eyes of a potential employer.

2. Do your homework.

I am always taken aback when a job candidate shows up for the interview without first having checked out ETR’s website. If they don’t do the basic footwork up front, my feeling is they would not go the extra mile if they got the job.

So before you interview for any position, go to the company’s website. Use the information on the site to get a good understanding of their business. Look at their product line. Study their marketing. If they have an e-newsletter, subscribe to it. If they have a blog, read it.

But that’s not all the homework you should do. You should also go to the company’s competitors’ websites to develop a broader understanding of their industry. In the Internet Age, there is simply no excuse for not knowing this stuff – the stuff that will make you shine during the interview. 

3. Be prepared to discuss how you keep up with new marketing strategies.

I love job candidates who read. People who read books on marketing, read newsletters on marketing, and attend marketing conferences and events are clearly interested in the field. Plus, their love of learning shows me they won’t be happy with the status quo.

4. Listen.

I can’t stress this enough. Yes, you may be anxious to answer the interviewer’s questions. But don’t interrupt. You want to show that you respect your colleagues and supervisors.

In fact, interrupting can be a deal breaker for me. I don’t care how smart someone is. If they don’t respect the company and the people who work there, I don’t want them in my organization.

So, Evan, I hope this helps. Please let us know how your job search goes. And remember… I am always looking for smart, enthusiastic marketing people.

[Ed. Note: MaryEllen Tribby is CEO and Publisher of Early to Rise. Learn more about how new grads - or anyone starting out - can get a job or move up the ranks in their existing job in Michael Masterson's best-selling book, Automatic Wealth for Grads.]

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You Are Going to Have to Kiss a Few Frogs to Find Good Employees

Friday, February 15th, 2008

All the really smart businesspeople I know have exactly the same challenge when it comes to building a business. That includes every single attendee at the Michael Masterson Wealth-Building Retreat we held last April, regardless of their business sector or gross revenues.

The challenge: Finding good people.

One of the entrepreneurs at the Wealth-Building Retreat had a $20,000,000 printing business. Yet he was still working 60 hours a week (or more), and wearing almost all the hats in his company. Simply because he could not find the right people to help him run it.

Because hiring the right people is one of my core competencies, I am often asked how to do it. Now don’t get me wrong. It’s not easy. But it is extremely doable.

Finding good employees is like dating. It’s a numbers game. Unless you’re truly lucky, the first person you date doesn’t end up being your spouse. Think about all the uncomfortable dates you had to endure … the many times your heart was broken … and the frogs you had to kiss… before finding "the one."

Finding the right employees is no different. You are going to have to kiss a few frogs before finding the superstars who can help your business grow. And if you are not prepared to do that, you will have a staff full of mediocre employees… or continuous turnover. Neither of these things is good for your customers, your one or two good employees, your reputation, or your bottom line.

To make it much easier to get past the frogs to my ideal employees, I make sure I can clearly define three things whenever I’m looking to hire someone:

  • The kind of person I want
  • The level of the position and, thus, the experience the person needs
  • The skill set required to do the job

Knowing the Characteristics of Your Ideal Employee

Regardless of the actual position you’re filling or the skill set the employee needs to have, everyone you hire should have three important traits:

1. A strong sense of urgency. A good employee is someone who understands that deadlines are made to be met and that speed is money. They also understand that business is business… and it is serious. We have a lot of fun here at ETR, but everyone is well aware that our customers invest their time and money with us. That means our primary mission is for our customers to reach their goals, whatever their goals may be.

2. A great work ethic. You want someone who shows up early and is ready to go, someone who is on time for meetings and appointments. A pattern of showing up late for anything is a sign of not caring.

When I explain this to job candidates, they often ask, "What if I am just not a morning person? Couldn’t I come in late and stay later in the evening?" My answer is "Absolutely not." Showing up early indicates eagerness. Staying late indicates disorganization.

3. Intellect. Your ideal employee is someone with great ideas. Equally important is that the employee is not afraid to express those ideas.

People are often surprised to hear that I require intellect in employees at every level of the company, not just management. But don’t forget that every single employee you have is an "ambassador" for you, a direct reflection of you. And at some time or another, they will speak to your customers, your competitors, and your industry associates.

Defining the Position You’re Trying to Fill

In addition to knowing the kind of person you’re looking for, you need to have a very good understanding of the position – and of the experience necessary to do the job properly.

I break down all positions into three categories: executer, manager, and leader.

1. The executer is an entry-level employee. She is not responsible for strategic planning, but rather the execution of the plan. This is generally someone fresh out of school or with little or no direct experience within your niche.

Some of her core responsibilities may include:

  • Setting up marketing campaigns in your system
  • Producing reports
  • Posting website copy

2. The manager is responsible for managing processes and/or other employees. He usually has five to 10 years of direct experience within your niche. He can think strategically, teach others, and start developing big ideas.

Some of his core responsibilities may include:

  • Analyzing reports, trends, and competitors
  • Product development
  • Creating partnerships and affiliate deals

3. The leader’s primary job – 50 percent or more of it – encompasses meetings with staff, brainstorming, and business planning. A few examples of people in a leadership role would include marketing directors, editorial directors, and IT directors… all the way up to the CEO. The leader is someone with eight or more years of experience within your specific niche. Someone with a proven track record of success. This is a person who can come into your organization and be up to speed and make a difference immediately.

Some of the leader’s core responsibilities may include:

  • Creating a departmental or company vision
  • Contract negotiation
  • Hiring staff

Note: "Leader" may be a high-level position – but all of your employees should showcase leadership qualities.

Identifying the Skill Set Required

When people ask me to help them find a good employee, I am always amazed when they aren’t really sure what they want that person to do. You can’t find the right person for a particular job if you don’t know what the job requires. For example, if you are hiring a receptionist whose main duties are to answer the phone, schedule your appointments on your Outlook calendar, and type your speeches and companywide e-mails, you would not want someone with a hard-to-understand accent who has never seen a computer.

So before you can initiate your search, you have to write a job description. If you have never done this before, start by writing down everything you think you want your new employee to do. List their responsibilities. And next to each responsibility, write down the necessary skill. Be specific.

Let’s use the example of a receptionist:

Responsibility

Skill

Answer the phone

Excellent verbal communication skills

Type speeches

Types 90 words per minute

Schedule appointments

Excellent understanding of Microsoft Outlook

Once you know the characteristics of your ideal employee and can define the job and the skills that employee needs… you start looking.

How to Find Your Ideal Employee

The first rule of hiring the right people is to be patient. Remember the old saying: "Hire slow and fire fast."

Think about what executive recruiters do. They build their Rolodexes. When they call Person A with a job opportunity and Person A is not interested, they end up with three phone numbers or e-mail addresses of people Person A knows.

So the second rule of hiring the right people is to think about all the people you know, especially when you’re looking to fill a middle- or upper-level position. If none of them are right for the job, call them anyway. They may know people who are. Keep collecting names and numbers.

If you are looking for more of an entry-level employee, advertising in a trade publication is good. But do some research first. Read the ads the publication normally prints and make your ad better. Make your position sound rewarding and exciting. If there is room for advancement, mention it.

You can also use Career Builder, Monster, eHire, and other online job search engines. Of course, you’ll probably have to sift through hundreds of applications, 99 percent of them useless. And you may luck out.

But you’re not going to find most of your potential superstars this way.

Even better than advertisements… and far better than online job search engines… is networking.

I will use ETR as an example. In 2007, we added seven new positions. In 2008, we have plans to add 10 additional positions. Because I know this, I look for possible employees everywhere I go.

When I attend industry events (which I often do), cocktail parties are my favorite networking places. (You get a real feel for the personality and style of the people you meet.) When I speak at industry functions, I tell the audience that I am available to talk about job opportunities. I talk to other parents while attending my kids’ soccer games. I have even talked to my doctor about having her write for our sister publication, Total Health Breakthroughs.

You can network ANYWHERE. Wherever there are people, there’s an opportunity. Don’t be afraid to ask your friends, colleagues, and competitors about people who might be a good fit for your company. You will be glad you did.

Remember, you don’t have to be the smartest person in the world to succeed in business. You just need to be smart enough to hire the right people to help you do it.

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Use Your Mouth

Friday, January 18th, 2008

I just finished a book my friend Rich Schefren recommended: Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz. And what I learned from this book can help you tackle the fastest-growing type of marketing.

Now I did not fall in love with this book. It has some flaws. But I applaud how it shows why customer service and marketing must go hand and hand. And how it explains that deceptive marketing is a very bad policy and that listening and talking to your customers are the best practices you can follow.

We have all heard of B-to-C (business-to-consumer) marketing. And we have all heard of B-to-B (business-to-business) marketing. We have even (more recently) heard of C-to-C (consumer-to-consumer) marketing. But what Word of Mouth Marketing explores is the new world of B-to-C-to-C marketing – business-to-consumer-to-consumer! It’s all about the second hop, the third hop, the fourth hop, and so on.

You may be thinking, "Word of mouth isn’t a new concept. It’s been going on forever. So what’s the big deal?"

What’s new is that word of mouth has evolved from anecdotal to actionable, from something that "just happens" to something you can influence. In fact, because we now have the tools and knowledge to work with it, word of mouth marketing has become the fastest-growing form of marketing.

Word of mouth is about authentic consumer conversation. That means marketers join in a conversation with their customers, participating in it but never manipulating, faking, or degrading its fundamental honesty in any way.

Mr. Sernovitz simplistically explains that there are five T’s to word of mouth marketing:

1. Talkers: Finding people who will talk about you

Talkers are any group of people who have enthusiasm and the connections to relay your message. Talkers are regular people, your best customers.

Recently, I attended a seminar in Atlanta – along with about 2,500 other people. Jim, the very first person I met, asked me what I did. When I told him I run an affiliate company for Agora, he said, "Oh, I know them. The only publication I read is Early to Rise." We spoke at length about how ETR has helped him grow his business, how he has told friends and industry colleagues about ETR, and how many of those folks are now ETR fans.

Jim is a great example of a talker for ETR.

You just don’t find talkers… you cultivate them. People talk about you for two reasons: They either had a very good experience with your company or they had a very bad experience. Either way, by responding to their comments you can turn them into big marketers for your company. Here’s how to do it:

  • Acknowledge your mistakes. Charlie Byrne recently wrote about a major screw-up we made last year and how we did not try to sweep it under the rug. Instead, we not only apologized to the 144 customers it affected, we corrected the problem and thanked them for staying with us. Since then, we have heard from several of those people. They not only thanked us for correcting our mistake, they told us that they have since recommended ETR to several people they know.
  • Acknowledge compliments. Many people think that if someone pays you a compliment, a response is not necessary. This could not be further from the truth. That person took the first step by making a comment. Now you need to seize the opportunity to turn her into a talker. You do this by replying to your customers’ letters, e-mails, and forum postings.
  • Acknowledge your fans. Sometimes you can turn a person into a talker just by talking to them first. Look for signs of extreme enthusiasm. Look for customers who frequently attend the events you sponsor or know the names of your employees or wear your logo.

For example, while visiting my husband’s family in Long Island last summer, I saw a man on the beach with an Early to Rise hat on. I was so excited, I went over to him and introduced myself. Noticing the confusion on his face, I said, "I run ETR… as in the hat you have on." Well, he told me it was his buddy’s hat, and he just liked the color.

I apologized for bothering him, and went back to building sandcastles with my kid. An hour later, a different man came up to me and told me it was his hat… and that he has been reading ETR for years.

"Steve" and I talked for a while about his Internet business. And when I got back to the office, I asked Sharika Kellogg (ETR’s Customer Service Manager) to look up his address – and I sent him a personal note and a new hat. I’m pretty sure Steve is now a talker.

2. Topics: Giving people a reason to talk

All word of mouth starts with creating a message that spreads. In other words, with a good, clear idea that’s easy to repeat.

Whenever we hire a new team member, we stress Michael Masterson’s Ready, Fire, Aim philosophy. We write about Ready, Fire, Aim in ETR and speak about it at the events we sponsor, so all of our customers can benefit from it. And, in fact, last April, when we were reviewing videos of the attendees who were coming to Michael Masterson’s business-building retreat, video after video showed them repeating this mantra.

The reason Ready, Fire, Aim works is because it is short and sweet. It was developed around a single idea that is easy to repeat. And it’s a concept that not only resonates with entrepreneurs but has been proven to work time after time.

Good topics are organic. They are based on the exceptional qualities that make your products stand out. They flow naturally from the products’ attributes, without needing to be pushed by marketing.

3. Tools: Helping the message spread faster and further

Non info-publishing, info-marketing companies have been doing this for years. Dining establishments spread the word by handing out 2 for 1 coupons. Cosmetics companies give away free samples. Apartment complexes offer one month’s free rent. Phone companies give you a $50 credit for referring a friend. And so on.

But with the Internet, it has never been faster, easier, or cheaper. Just think about it. How many times have you read something online and forwarded it to not just one or two friends, colleagues, or relatives but five or 10? And that’s without any marketing push. If you have a "Forward to a Friend" or "Tell a Friend" button at the bottom of your e-mailed publication, you’re adding exponential marketing power to it.

At Early to Rise , we are big fans of forums and message boards. We have the Speak Out forum for all of our subscribers. And immediately after an ETR event (like our fall Bootcamp or our July Internet marketing conference), we post an attendees-only password-protected forum. This encourages likeminded people to share ideas, problems, and solutions. Plus, it allows us to "listen in on" and participate in their conversations.

We love to find out what our customers are saying, because it helps us better understand their needs. If you ask me, any company that believes in their products and employees will have forums. Forums not only facilitate communication, they increase accountability.

ETR gets an "A" for forum usage. But, right now, we get a "C" for "Forward to a Friend."

I’d been asking our corporate Web guys for a "Forward to a Friend" tool for months. Like everything else, it’s had to go on a long list of things we want. But I finally got so fed up with waiting, I asked some internal team members to test the "Forward to a Friend" option (without our corporate Web guys) on our sister publication, Total Health Breakthroughs. As a result, you can expect to see this feature in ETR soon.

4. Taking Part: Joining the conversation

Once you have reached out to real people and encouraged them to talk, there is no turning back. You must join the conversation. You must reply to e-mails, accept comments on your blog, participate in the discussion board, answer the phone.

Joining the conversation is even more powerful when it is public. For years, we have been publishing readers’ comments and questions in ETR. We understand that if one of our readers is struggling and takes the time to ask for help, we need to (1) acknowledge that and (2) share our advice with others who may be in the same situation.

Again, if your customers are complimenting you, thank them. If customers are saying negative things, find out why and fix the problem.

There is no better focus group than your customers. Yes, you will get crazies every once in a while – and you may need to hire outside resources to communicate with them on your company’s behalf. But, at the same time, you are earning the respect and recommendations of your customers and building long-term lasting relationships with them… as long as you are helpful, truthful, thankful, and nice.

5. Tracking: Measuring and understanding what people are saying

Because of the popularity of blogs and online communities, people are writing down nearly every thought they have about your company. And because these B-to-C-to-C conversations are written down, they are easy to find and easy to track. You can find every comment about you and your company moments after it is written. And monitoring that online communication allows you to understand what your customers really think about you, your marketing, and your products.

There are wonderful online tools – such as Google Alert and Technorati – that can help you monitor your word of mouth. They are at your fingertips, and they are instant and free.

Start right now. Don’t make any marketing decisions without considering the potential for word of mouth. Ad agencies, media executives, and reporters no longer control the message. Real consumers with real communication power have added their voices to the mix. And their voices are drowning out traditional media. A single consumer voice, in the end, has a huge impact on your company’s future.

Word of mouth will become more and more important to our business at ETR as the Internet continues to expand. But I am still a firm believer in the importance of direct-response marketing. The best thing you can do for your company is to successfully incorporate multiple methods into your overall marketing strategy. You’ll maximize your efforts, build your customer base, and reap the profits.

[Ed. Note: You can meet all your marketing objectives - and achieve all your personal, social, financial, and business goals - with the help of ETR's Total Success Achievement Program. Learn more by clicking here.]

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The Balancing Act That’s Up to You

Friday, January 4th, 2008

People ask me all the time how I run a $25,000,000 company, raise three small children, travel all around the world, AND manage a household. Essentially, they want to know how I create and maintain balance in my life.

In my experience, the answer is three-fold. It’s extremely simple, and something you have total control over. You just need to (1) have the right attitude, (2) make smart choices, and (3) develop positive relationships.

Step #1 to a Balanced Life: Having the Right Attitude

Charles Swindoll is famous for his writings about attitude. One of the things he talks about is the fact that attitude can make or break a company, a church, a home. And that we have a choice, every day, regarding the attitude we will embrace.

MJ, one of the acquaintances I’ve made in our info-publishing world, runs a nice little consulting company and has two beautiful, healthy little boys and a wonderful husband.

You would think she considers herself to be extremely fortunate. Yet every time I see MJ at an industry function and ask about her family, she starts in about how hard it is to run a company and raise two children. Not only that, she complains about how much more successful she would be if she did not have to take the kids to school and to soccer practice and to play dates.

I have never looked at my children as a hardship. It is a privilege for me (and my husband) to raise them and build our lives together. I am so much better at everything I do because of them. I am a better leader, a better manager, a better multi-tasker, and a better negotiator.

But this positive attitude is not something that magically happened to me.

Early in my career, I was asked to interview for a management position at Forbes – and the competition was fierce. All the candidates had a good education and work experience. Finally, they narrowed their choices down to two of us: me and Natalie.

Natalie had graduated from Harvard, had an MBA from Columbia, and had a reputation for being tough as nails. And seven years later, she still bragged about her perfect SAT scores.

It was finally the day of reckoning – the day of our last interview. But this was not just any old interview. We were both meeting with Steve Forbes himself.

The HR director made it very clear that Mr. Forbes was a busy man. That he would ask the questions and we would answer them. That he would spend no more than 10 minutes with each of us, and that a final decision would be made shortly after he met with us both.

Now Forbes being the intensely competitive place that it is, Natalie and I both wound up sitting outside of Steve Forbes’ office at the same time. As I looked over at her, sitting there confidently in her St. John suit, I remember thinking, "I know as much as she does. I can do this."

They called her in first. I heard Mr. Forbes’ muffled voice through the door. I heard her muffled reply. This went on for a while, and then I heard laughter. I thought, "How could that be? She was just supposed to answer some questions."

Thirty-five minutes later, Natalie swaggered out, shooting me a grin that said "Don’t even bother."

Then it was my turn. I went in. I answered Mr. Forbes’ questions. After five minutes, he thanked me and I left.

There was no laughter. No pleasant conversation.

As I opened the door to my Columbus Avenue apartment that I could not really afford, my phone was ringing. You guessed it. It was Forbes. They were calling to offer me the job!

After I’d been there a few months, I mustered up the courage to ask my boss how they made the decision to choose me over Natalie. Her answer rings true in my head more than 20 years later: "Mr. Forbes liked your attitude."

That single experience helped me understand what is really important and what is not. It helped me learn not to sweat the small stuff and not to get upset about things I have no control over. And that brings me to my next point…

Step #2 to a Balanced Life: Making the Right Choices

We all have to make hundreds of choices every day. It starts first thing in the morning. Do you eat your healthy high-fiber cereal with blueberries and skim milk? Or do you eat a chocolate chip muffin with a Starbucks specialty loaded with whipped cream?
 
As the day goes along, our decisions generally get more complicated and difficult to make.

Last summer, a friend in the industry sent out invitations for a huge networking party he was having at his home in Texas. I was honored to have been invited. Everyone who is anyone in our industry was going to be there. My friend Rich Schefren commented that this was the event of the year, the one that everyone who was lucky enough to be invited should attend.

I immediately RSVP’d, memorized the entire guest list, and thought about all the deals I could make that would benefit ETR. (You may remember the article I wrote recently about the importance of meeting everyone you do business with in person… and how cultivating those relationships can facilitate your deal making.)

That evening, while going over my travel dates with my husband, he pointed out that this networking event was being held on the first day of the new school year.

My husband encouraged me to go on the trip. He assured me that he could handle the kids that day. And, of course, I knew he could. But that was not the point. I told him that my daughter was only going to have one first day of fourth grade. And my son was only going to have one first day of first grade. And I wanted to be there for those once-in-a-lifetime occasions.

He told me to think about it for a few days to make sure I was making the right decision. So I did. I thought about what would happen if I missed the kids’ first day of school. I also thought about the business consequences of missing the event.

To help make this decision, I applied my two-two-two rule. I asked myself, "What will be the impact on both sides two weeks from now, two months from now, and two years from now?"

If I missed their first day of school, would my kids still be upset in two weeks? Would they still be upset in two months? And would the disappointment continue to echo in all of our hearts and minds in two years? I knew the answer was yes.

But I couldn’t just blow off the networking event. So I went through the same process. I figured that most of the people at the event would remember I had been there after two weeks. But I also figured that the majority of them would not remember I had been there after two months… and that none of them would remember I had been there after two years.

Guess what I decided to do? I skipped the networking event and took the kids to school. And four months later, my son still laughs about how I almost hit his new teacher’s car in the parking lot that day.

Of course, I did not just blow off the networking event. ETR’s Internet Marketing Director, Patrick Coffey, went and represented ETR proudly. He brought back tons of useful information, and I have since spoken with or met with everyone I would have seen that day.

This dovetails nicely with my final point on creating and maintaining a balanced life…

Step #3 to a Balanced Life: Developing the Right Relationships.

I was fortunate to have someone like Patrick to send to the networking event I missed. Someone who would represent me and ETR, our core values and our policies. I knew Patrick would see it as an opportunity for him – and that is exactly what happened. Many of the people he met there told me what a great job he did.

Now had I not cultivated my relationship with Patrick over the last 19 months, this would have been a lost opportunity for both of us, instead of a win-win situation. Patrick knew exactly what I expected of him, and he over-delivered.

It’s funny. Many high-level executives think that if they cannot be at an important business function, they would rather miss out completely than send a substitute. In fact, one sign of a good leader is that his or her business runs smoothly even when they are not present.

I pride myself on hiring and mentoring people who have as much potential as I do (if not more).

It is the same with my personal relationships.

I have a mother’s helper that my kids love… and she loves my kids. And though my friends and family know how happy this makes me, every once in a while someone asks me: "Doesn’t it bother you that your kids love Nora so much?" My answer: "Hell no!"

I want people in my life who are good for me. Patrick and Nora are two examples. These are positive relationships.

Now don’t get me wrong, I am not Super Woman. And I have days at home and at the office that are more challenging than others. Sometimes, the only reason I can accomplish as much as I do is because I have a spouse who is my biggest fan, a spouse who never puts his career before mine.

We decided a long time ago that we could accomplish anything as long as we were in it together, as long as our goals were in alignment, and as long as our philosophies regarding success were the same.

As Michael Masterson has said, we all have the same 24 hours in a day. So when people tell me there is no way they can maintain balance between their business life and their personal life because they have soooo much work to do, I simply don’t buy it.

Everyone can have a balanced life. You just need to want it… and act to achieve it.

[Ed. Note: Discover more strategies for accomplishing all your goals with ETR’s Total Success Achievement Program. You’ll learn specific goal-setting techniques that can help you get out of debt… lose 10 pounds… start a profitable business… and blast through any obstacle along the way. Learn more about the Total Success Achievement Program by clicking here.]

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Deal Making for Dummies

Thursday, November 8th, 2007

My son Connor turned seven years old a week ago Sunday. His birthday extravaganza started Friday at his school with a class party. Saturday, the festivities continued with 15 little boys at our local arcade. When he got home Saturday evening, he was surprised with an Xbox 360 from my husband and me. On Sunday, I took Connor down to the beach to experience his first sunrise, which was more of a present (and memory) for me. Later that day, we ended his birthday weekend with a family and friend gathering at our home.

As I tucked Connor in Sunday night, I asked him what his favorite part of his birthday celebration was. Expecting to hear rave reviews about the Xbox, I was astonished when he replied, "Going to the beach with you, Mom." As I held back my tears, I asked him why. His answer was simple and honest: "Because it was just you and me talking."

This got me thinking about all the partnerships and deal making I have done over the past 22 years. The best deals were not made sitting in a boardroom around a huge mahogany table with 10 or 12 people. They were done one-on-one over lunch or dinner with simple and honest communication leading to mutually beneficial agreements.

Early in my career, for example, I worked for a well-known publisher in NYC, and we wanted to partner with another well-known publisher in Boston. We had a great idea for a new product that would benefit both sets of customers. We organized a special task force comprised of marketers, editors, and customer service people. The other publisher did the same. We had in-person meetings that required flying eight people 300 miles to the other publisher’s office. This was followed up by endless conference calls with 12 to 16 people on the phone.

The entire time this was going on, my gut was telling me that this was not the way to do it. But everyone else was convinced that we needed the "collective brilliance" of the team. You do need input from smart people when you’re working on the product… but these meetings were just on contract negotiation. This was just to get the deal done!

You probably won’t be surprised to hear that we never agreed upon the terms (someone would always chime in with a last-minute concern), and hundreds of thousands of customers missed out on what would have been a great product. Plus, both my company and the other publisher lost the potential for millions of dollars in revenue.

Since that time, I try to do all my deals on a one-to-one basis.

My deal making success rate is high because I follow three simple guidelines. These apply to everything from making joint venture deals to developing new departments within the company to hiring copywriters. They even apply to vendor and service relationships, such as e-mail deployment, printing and media buying, and hiring freelancers. Here they are:

Rule #1. Know the person behind the business.

To the best of my ability, I try to meet, in person, everyone I do business with. This is the best way to gauge their business ethics and integrity. I will fly cross-country for lunch, or meet them at an industry event and have a drink. I’m not saying you have to like everyone you do business with, but personal contact helps expedite the deal and solidify the end result.

Earlier this year, I wanted to find a partner who could help our customers understand the importance of product launches. I mentioned this to my friend and business colleague Rich Schefren. Well, it just so happened he was flying to Denver in two days to speak at a conference being put on by Jeff Walker, the foremost expert in product launches. I ended up on the plane with Rich, met Jeff, and three weeks later Jeff was speaking at ETR’s sold-out "Five Days in July" Internet marketing conference.

But this is not an anomaly for me.

My friend and colleague David Cross introduced me via e-mail to Tim Ferriss, the author of The 4-Hour Work Week, and I phoned Tim immediately. After discovering that we were both going to be in New York the following week, we made a breakfast date. Two weeks later, Tim’s articles – including one that you may remember about creating a "paperless life" – started appearing in ETR.

These deals happened fast because not only did I get credible references from Rich and David, two people I respect and trust, I also took the time to meet Jeff Walker and Tim Ferriss in person.
 
Even if you can’t meet everyone in person, make sure you have reliable references. Always do your due diligence. Make it your goal to understand not just the company you want to partner with but the person behind the company.
 
Rule #2. Only make deals that will benefit your customers.

You may be passing up millions of dollars initially, but if a deal is not in the best interests of your customers, it will cost you more in the long run in dollars, time, and reputation.

Just this past summer, a "friend" in the industry came to us with a product he had developed. He showed us sales reports from his launch. He showed us his brilliantly written marketing copy. Our first impression was: "Our customers need this. They will love it. And it will be a nice contribution to our bottom line."

Patrick Coffey, Charlie Byrne, and I told him, "Great. Just send us a sample of the product so we can evaluate it. If it is as good as you say it is, we are sure we can promote it to our customers."

Well, our "friend" was a bit taken aback. He did not understand why we wanted to see the product when he had already shared his sales report.

We tried to explain that this is our policy – that we had to believe in the product.

He said if we would not just take his word for it, he would take it to our competitor. Well, he did. And we heard through the grapevine that it was a tremendous hit. Customers were buying it up, both parties were making tons of money – and I secretly questioned my decision.

But just recently, the word in the industry is that the product did not live up to the marketing hype. Refunds were coming in like gangbusters, and our "friend’s" new partner does not want to work with him anymore.

Had our competitor lived by the same rule that prompted us to say no to this particular deal, he would not have wasted his resources and lost the respect of his customers.

If you follow this rule, you may miss out on a good opportunity every once in a while. But you will also be able to pass up deals that just won’t satisfy your customers.

Rule #3. Only make deals that will benefit your organization.

At first glance, this rule might seem to contradict Rule #2. On the contrary, these two rules need to work in unison.

Let’s say you are asked to hire a vendor because he is the husband of your wife’s best friend. You know him, and you know his product will be good for your customers. But his prices are outrageous and you can get a better price and equal quality from another vendor. What do you do?

To me, this is a no-brainer. You go with the other vendor. That is a better decision for your company – and for your customers. Never forget: You are running (or starting) a business, and good businesspeople have to make tough decisions.

Deal making takes a lot of time. But it’s worth it, because you want to build relationships that last. You can’t make a good deal without a good partnership. You can’t have a good partnership without a personal relationship. And you can’t build a personal relationship through phone calls or e-mails or in a conference room. Know your potential partner well, understand his expectations and needs, and make sure he understands yours. Both companies will benefit.

[Ed. Note: MaryEllen Tribby is Publisher and CEO of Early to Rise. ETR has created a brand-new Info Marketing program - an all-inclusive, A-to-Z blueprint for starting your own powerhouse Internet business. Learn how to pick a product and set up a website. Discover copywriting secrets from the masters, techniques to help you create an e-mail list, the best ways to market your product, and more. We’ve limited the number of spots to 250, and, as of today, we’ve only got a few spots left. So sign up now to be part of this exciting new program.]

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