Dear Reader,

Is it really true that “The Internet Changes Everything”? Dan Kennedy believes the answer is  “No.”

- Suzanne Richardson
ETR Managing Editor

www.earlytorise.com
Thursday, March 9, 2006
Message #1672

WEALTHY: 3 business basics that the Internet hasn't changed (Dan Kennedy)

HEALTHY: No time to exercise? Who sez?

WISE: Peter Drucker on being an entrepreneur

ALSO IN THIS ISSUE:

A one-word sales secret (Michael Masterson)

The enviable, affordable Buenos Aires lifestyle

Add the word "fulminate" to your vocabulary

* Highly Recommended *

Fire the Copywriter? Okay. But Maybe Not THIS Time

Everyone was excited. The direct-marketing promotion looked fabulous. But it's been three weeks since the package mailed … and the sales results look miserable.

Fire the copywriter, right?

Not so fast …

Take a look at some of your seeds first. Did the lettershop foul up? Print the envelope with some "junk mail" giveaway signal? Mangle the names or addresses? ("Mr. Smith Joe")

If your envelope doesn't pass your prospect's scrutiny, 95% of your sales letters end up in the trash – unopened.

When you do a mailing, make sure you have at least 5 live signoff samples. And insist that the lettershop ink-jets them with live prospect names and addresses. One mistake here could cost you a fortune in lost profits, so it's a critical step.

You can find dozens of profit-producing ideas like this one in ETR's Direct Marketing University program. If radically increasing the success of your direct-marketing business sounds appealing to you, there's no better resource:

http://www.isecureonline.com/Reports/700SCBMO/E700G334/

- Charlie Byrne

"The entrepreneur always searches for change, responds to it, and exploits it as an opportunity."

- Peter F. Drucker

Three Secrets to Business Success

By Dan Kennedy

The Internet has changed the way we do business. However, here's something to keep in mind: The Internet is nothing but a medium (actually, a media toolbox). It is no more than that. It is not a panacea. Not an end-all-be-all for the entrepreneur seeking real, solid financial independence. There's more than one piece in the puzzle. And to build a strong, lasting business, you have to use all of them to complete the picture.

There are three big pieces – three secrets that I believe a lot of people miss or learn to use only slowly, expensively, and late.

Secret #1: Diversity Equals Stability

The worst number in business is: one. One product, one service, one medium, one key employee, one key client.

If more than 10% to 20% of your income is dependent on any one thing, you're a Titanic en route to an iceberg. The sharpest pencils in the box think: Multiple. Multiple sources of income. Multiple means of acquiring customers. Multi-media.

This is not always welcome advice, especially by people temporarily making lots of money easily and cheaply from one cheap medium (like the Internet). But I've been a marketer and entrepreneur for more than 30 years. I've seen lots of change, sudden upheaval, and many financial wipeouts because of relying on "one." I've also seen people grow and sustain giant incomes by diversifying. That's why I so strongly urge a broad understanding and application of direct marketing using multiple media. If you restrict either your education or your implementation to any one medium, you're making a huge mistake.

Secret #2: Income vs. Equity

Most marketers think only in terms of Present Income, not in terms of locked-in Future Income or Equity. You need to develop a business that provides both.

Secret #3: Sequential vs. Simultaneous

Most people try to achieve whatever success they seek sequentially. First, get an education, Next, a job. Next, a business. Next, make a good income. Next, save. Next, invest. And so on.

Entrepreneurs who get wealthy live simultaneously, not sequentially. This is both a different mindset and the use of a different set of practical skills.

Observe, for example, Donald Trump. Trump didn't get a hit TV show … then do a book … then leverage his brand beyond real estate … then start and complete one real estate project before beginning another … then start speaking for $250,000 and up per speech … then launch a magazine. He put all of these things into motion simultaneously. And if you give yourself the excuse that "he was already successful" or "it was easy for him because he has lots of resources," you miss the point.

Success is all about resourcefulness, not waiting until you have resources. You attract resources by being resourceful. You attract more, faster with massive, simultaneous action than with timid, slow, sequential action.

Bottom line: The Internet has opened up a vast array of possibilities for the budding entrepreneur. But your company won't thrive just because you've taken it online. You need to be thinking in terms of lasting success. In other words, you need to be thinking in terms of taking advantage of every possible business-building resource at your disposal.

[Ed. Note: Dan S. Kennedy is widely known, respected, and celebrated as a "millionaire-maker." He is a trusted advisor to hugely successful entrepreneurs and corporate clients, and has been an advisor to The Internet Marketing Center for years. To learn more of Dan's advice on making money, online and offline, you'll want to reserve a spot at both of his upcoming teleseminars - at no cost to you. (A gift arranged by Will Bonner, the publisher of Early to Rise.) Click for more information.]

Today's Action Plan

To explore Dan Kennedy's provocative ideas in detail, be sure to sign up for his two teleseminars at www.freegiftfrom.com/etr. You might also want to get copies of his two newest books (each with an audio CD): No B.S. Wealth Attraction for Entrepreneurs and No B.S. Direct Marketing for Non-Direct Marketing Businesses. Both are available at bookstores or on the Barnes & Noble direct-order website: www.BN.com/dankennedy.

To take a look at sample chapters and hear an interview with Dan about the books (with Kristi Frank from season #1 of The Apprentice), go to www.NoBSBooks.com.

*
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Why Are Most Real Estate ‘Investors’ Still Going to Work Every Morning?

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Your Customers Don't Care About You

When making a sales presentation or writing a sales letter, don't make the mistake of talking too much about yourself.

"In the selling arena," Jeffrey J. Fox advises in How to Become a Rainmaker, "customers don't care if you have a mortgage to pay … or if you need their business to win a contest … or why your shipments are late … or what you're like, where you went to school, or what sports you play."

He's right. Most of the time most people care about themselves. And if you want potential customers to listen to what you have to say, make sure it appears as if you are talking about their favorite subject: them.

This is true of all sorts of selling situations, but it's especially critical in one-on-one presentations. "You are there by invitation," Fox explains.

His advice for how to excel in a face-to-face sale?

Concentrate on the customer.

Be highly receptive to what the customer says.

Ask probing, preplanned questions.

Say "you" a lot more than you say "I."

- Michael Masterson

Boost Your Metabolism in Just 10 Minutes

Do you have trouble "finding the time" to exercise? Or get bored with long cardio workouts? If so, you'll be interested in several research studies showing that two or three short bouts of vigorous exercise per day will stimulate your metabolism more than one longer bout (assuming roughly the same energy output). In fact, some of these studies also show that exercising in short bursts (interval training) is just as effective at decreasing bodyfat and lowering triglycerides.

So if you can't find a half-hour, take three 10-minute exercise breaks throughout the day. If you push yourself, you'll achieve all the health benefits of a longer workout.

For a top-notch interval training routine, check out Craig Ballantyne's article in Message #1471.

- Jon Herring

It's Good to Know: Exploring Good Deals in Buenos Aires

Recently, The New York Times picked up on a theme we've touched on many times in ETR – the idea that you can find excellent value in real estate outside the United States. The Times' favorite pick for Latin America is one we like as well: Buenos Aires, Argentina.

These days, the average single-family home in the U.S. is about 2,366 square feet and costs $291,600. That means you'd be paying about $123 per square foot. And if you want to live in a big city, you can expect to pay much more. In Manhattan, for example, housing is going for a record-breaking $1,002 per square foot.

Fortunately, as The Times puts it, the world is "dappled with electric and storied cities – and real estate is staggeringly affordable in many of them." Buenos Aires – the "Paris of South America" – is one.

In the young, hip, urban San Telmo neighborhood, the streets are dotted with fine restaurants, bars, boutiques, and colonial houses. Property costs between $56 and $93 a square foot, according to real estate specialist Maria Reynolds. Rents are also affordable. You can get a furnished studio with weekly maid service for about $450 a month.

In Recoleta, an elegant downtown area popular with tourists, real estate is more costly. But "costly" in Buenos Aires is still reasonable – in the range of $180 to $300 per square foot.

To learn more, firsthand, about real estate and other interesting investments in Argentina, consider traveling there April 8-19 with our colleagues at Agora Travel. You'll travel in style and comfort, while you discover apartment bargains, opportunities in timber and vineyards, and much more on this 12-day exploration of Argentina and Uruguay.

For more details, click here:

http://www.agoratravel.com/investsouthamerica/etr/

*
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Word to the Wise: Fulminate

To "fulminate" (FUL-muh-nate) is to issue a thunderous verbal attack. The word is derived from the Latin "fulminare" ("to strike with lightning").

Example (as used by Lawrence M. Friedman in The Horizontal Society): "This mass culture – global, immediate, accessible, buoyant, with shared heroes, models, and goals – is immensely intoxicating. Ayatollahs fulminate against it; dictators censor it; mandarins try to slam the door on it."

Michael
Masterson
Copyright ETR, LLC, 2006

Have a Question for Michael Masterson?

Want to know the secrets to his success? Have a perplexing business problem? ETR welcomes your thoughts. Post them online at  http://speakoutforum.com/forum/

or send questions directly to Support@EarlyToRise.Com

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