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SUPER CONSULTANT
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WEALTH
Marketing
Tests That Could Improve Your Bottom Line
One
of the biggest advantages of direct-response advertising is
that you can test an offer on a small group of targeted prospects.
If it works, you can then "roll out" to a larger group
and reasonably expect similar results. By the same token, if
your test does poorly with a particular type of list, you can
be pretty sure that you shouldn't bother mailing that offer
to similar lists.
What
should you test? Here are two recommendations that have the
potential to make a significant difference in your profitability:
1.
Test your mailing with and without certain elements. You may
find that response is just as high without that costly buck
slip or brochure.
2.
Try a split test of a $49 selling price vs. $79 vs. $99. Surprisingly,
the lowest price does not always win.
For
a long list of marketing techniques to help you see greater
profits, check out ETR's
Direct Marketing University: The Masters Edition program.
-
Charlie Byrne
HEALTH
The Cardio Myth, Part 2
If
you want to increase the health and strength of your heart,
you don't need to spend hours on a treadmill or run for miles
and miles. In fact, doing that can be counterproductive.
Endurance exercise actually makes the heart, lungs, and muscles
smaller, so they can perform longer with less energy. But what
you gain in efficiency, you lose in reserve capacity. In other
words, while you might be able to handle an hour-long jog, you
compromise your ability to produce bursts of energy. In your
later years, it is this reserve capacity that provides protection
from heart attacks.
So if you want to improve the health and strength of your heart,
focus on short intervals of intense exercise punctuated by brief
periods of recovery.
(Reference:
"The
Doctor's Heart Cure" by Dr. Al Sears)
-
Jon Herring
WISDOM
You
May Not Know Why You Are Where You Are ... but Don't Let That
Stop You From Learning as Much About It as You Can
"An
infant who has just learned to hold his head up has a frank
and forthright way of gazing about him in bewilderment. He hasn't
the faintest clue where he is, and he aims to learn. In a couple
of years, what he will have learned instead is how to fake it:
He'll have the cocksure air of a squatter who has come to feel
he owns the place. Some unwonted, taught pride diverts us from
our original intent, which is to explore the neighborhood, view
the landscape, to discover at least where it is that we have
been so startlingly set down, if we can't learn why."
(Source:
Annie Dillard in "Pilgrim
at Tinker Creek")
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TODAY'S
MESSAGE
A
Great Way to Recharge Your Reading Habits - and Enjoy the Benefits
of a "Well-Read Life"
by
Michael Masterson
Do
you ever wish you had more time to read? Do you sometimes wish
you had a better knowledge of science? Of geography? Of economics?
Would
you like to find some extra reading time and use it to ...
- Make
more money?
- Have
more fun?
- Understand
more about the world?
I
used to feel that way. But my busy life crowded out the extra
time. If I could find 15 minutes to read every day (usually
before falling asleep), I was lucky.
I
don't feel that way now. These days, I spend at least two hours
a day reading. I read three daily newspapers, about a dozen
weekly or monthly magazines, numerous periodicals and books.
I love books - fiction for my pleasure and non-fiction for my
edification. (See "Word to the Wise," below.)
Reading
has made me a better boss, a smarter parent, a more understanding
spouse, and a much more successful businessperson. Right now,
as I write this, I'm in the middle of the following books:
From
each of these books I'll take something - a productivity tip
here, an interesting fact there; a good story here, and a quotable
quote there. I read each at the pace it deserves; some slowly,
some quickly. And I have taught myself to stop reading a particular
book the moment I decide there is little or no benefit in continuing.
Reading
has always been an important part of my success and happiness.
I am not unusual in that regard. Most of the most accomplished
men and women of our time credit a good part of their success
to reading.
My
reading took a step up about a year ago when I read a manuscript
copy of a book that's just been released called "The Little
Guide to Your Well-Read Life." It was written by Steve
Leveen, the president and CEO of Levenger Inc., the well-known
catalog company.
You
should get yourself a copy of it. Not only will you thoroughly
enjoy Steve's story - how he found his own "well-read"
life - but you'll be motivated and informed about starting one
of your own.
An
example:
"When
my wife, Lori, and I founded Levenger and started selling 'tools
for serious readers,' our customers graciously purchased our
reading lights, bookcases, and notebooks. Yet there was one
repeated request we could not fulfill. Again and again customers
said to us, 'What I need is more time to read. I just wish you
could give me that.'
"As
a merchant, I found it frustrating to hear customers express
such a deep desire and not be able to satisfy it.
"But
then I met a fellow who made it his hobby to ask people about
their favorite books in order to build his own ideal reading
list. I learned about people who fill their libraries with hundreds
of carefully chosen books they would like to read. I discovered
readers who read lots of books by listening to them. I encountered
people who praised their reading groups for how much more they
gained from books shared this way.
"Other
readers described how they retained more from their books if
they wrote in the margins or made summaries in notebooks. Still
others became born-again readers due to some signal event (often
a personal setback) and expressed how grateful they were for
their rebirth.
"I
began to wonder if I should collect these techniques and stories
to share with our customers. If I couldn't literally give them
more time, perhaps I could give them tools for getting more
books into the time they had."
And
that's exactly what Steve did with this very well written 120-page
gem of a book. "The Little Guide to Your Well-Read Life"
is a leisurely read (you can do it in a single sitting) that
is chock full of amusing anecdotes, useful reading techniques,
and simple wisdom that will please you immediately and reward
you long afterward.
I'm
reading it for the second time now and it's better than the
first read - which was very good. There are not too many experiences
in life you can say that about.
Get
your copy of "The Little Guide to Your Well-Read Life"
by going to Booksense.com
or Amazon.com.
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The
Only Thing Worse Than Failure Is Regret
If
you have the dream of beating all the odds and being
a raging success in business, I can tell you this firsthand:
It doesn’t ever go away. It’s a gnawing
desire. And if you don’t satisfy it, you’ll
wake up in 20 or 30 years and wonder why you didn’t
give it a try.
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TODAY'S
ACTION PLAN
How
do you find the time to read? How do you decide which books
to read? What are you reading right now? Tell us about your
"well-read life" on Speak
Out.
IT'S
GOOD TO KNOW
Congress vs. Identify Theft
Identity
theft - high-volume identity theft - has been big news lately.
Writing in The New York Times Magazine, Richard A. Clarke reminded
us that just a few months ago, "executives from ChoicePoint
and LexisNexis [data brokers that make money by selling personal
information about you] and various experts had to explain to
Congress how the identity data of more than a million Americans
had been compromised."
Aside
from asking questions, is there anything Congress can do about
it? More than you might think. For example, says Clarke, "Congress
could prohibit companies from storing or selling your Social
Security number [and other personal information] without your
written permission; set minimum security standards for companies
that do store your Social Security number and require third-party
audits against that standard; prohibit companies from using
your Social Security number as an identifier."
Well
then ... why don't they?
WORD
TO THE WISE
"Edification"
(ed-uh-fih-KAY-shun) is intellectual improvement or enlightenment.
Example
(as I used it in Today's Message): "I love books - fiction
for my pleasure and non-fiction for my edification."
