How To Overcome 10 Deadly Marketing Mistakes And...  Revitalize
Your Business...Virtually Overnight!


     It's a certain fact...business is more competitive than it's
ever been!

     To stay alive in these uncertain times, you can't just offer
a quality product at a fair price...you have to know how to market
effectively.

     You should demand that you get the best results from every
dime you drop into marketing!

     Unfortunately, most businesses have no idea of how to get the
most out of every marketing "dollar" that they spend.  Most
companies spend more time planning their company Christmas party
than they do creating powerful, persuasive, marketing
communications.

     Now this can stop.  Herein are the 10 "most" deadly marketing
mistakes and how you can overcome them.  Before I get into it, let
me tell you why my associate and I put this together.

     As I consult with current clients, bring on new clients, and
market for more, I'm learning more and more.  It's come to my
attention time and time again, when I bring on a new client I find
that they're making almost the exact same marketing mistakes as
another of my clients was, in a totally unrelated field!

     These marketing mistakes aren't confined to a singular
industry. These mistakes I've found across the board.  I have
worked with computer software companies, food companies, cable
sales companies, real estate brokers, financial consultants, and
many more.  All of these companies had most, if not all of these
profit-draining mistakes present in their operations.

     If one or two of these mistakes don't apply to you, you should
congratulate yourself!  You must already be on the road to
marketing success! Here they are... in no particular order:


     >>>Mistake # 1: Your Business Focuses On Itself, And Not On
Your Prospects' And Customers' Needs.

     Does this seem too obvious?  Look through your yellow pages. 
Pick them up right now and glance through.  Answer this question: 
Are most of the ads telling you what benefits you get if you become
a customer? Or are the ads telling you about the vendors, where
they are, how wonderful they are, what they do, how great their
quality is, how great their service is, and all about them?

     Ninety-five percent of the ads are likely totally focused on
the business and not on what the business can do for YOU, the
prospect!

     Take a look at the ads in the newspapers, on the TV, and
listen to the radio.  You'll find the same thing happening there,
consistently, every day. This type of selfish advertising falls
into the terribly wasteful category of "institutional advertising".

     Institutional advertising generates, at best, delayed results. 
But, at its worst, this kind of advertising accomplishes no
profitable purpose whatsoever. Unless the business has very "deep
pockets" and can afford to wait a long time for the "payoff",
institutional advertising is a wasteful, ineffective expense.

     You know when it's institutional advertising because
institutional advertising is geared toward telling you just how
great a company is, or how venerable and stable they are. Perhaps
businesses such as large banks can do this...but it just doesn't
work for most small and medium sized businesses. Fancy, cutesy, and
non-compelling frivolity is another sin of much of today's
advertising, and much of it can also be classified as
"institutional".

     Your selfishness is what kills most of your marketing.  From
brochures to flyers, and sales letters to advertisements, your
marketing message should let your prospects know that you are
concerned ONLY WITH WHAT THEY WANT!

     Anything about you should always come last.  Your clients,
customers, patrons, patients...whatever you choose to call them,
should always come first.

     Any marketing documents you create should start out by
focusing on the prospects' wants.  Every sentence should show that
you understand the prospects' wants.

     Until your marketing efforts focus on the prospects' wants,
your marketing is handicapped.  This is the marketing philosophy my
associate and I follow and which we learned from our mentor... 
West Coast marketing wizard, Jay Abraham (you'll find more of Jay's
highly profitable basic marketing concepts revealed to you
throughout this report).  Jay...by the way...is likely the highest
paid marketing consultant in America, and his marketing really
works!


     >>>Mistake # 2: Failure To Test

     Very few companies ever test any portion of their marketing,
and then compare the test results.  They "place all their bets" on
arbitrary, prejudiced decisions and conjecture. This is unfortunate
and unwise for a number of reasons.

     First, we don't have the ability or the control to prejudge
and decide for ourselves what the marketplace really wants, what is
the maximum fair price the market will pay to get it, what kind of
package they'll be most receptive to, or what approach will be best
accepted.

     It's not our right to make arbitrary decisions concerning what
our customers and prospects want.  It's our obligation to test and
then let the market tell us what they really desire as they "vote
with their pocketbooks" (which is the only kind of vote that counts
in marketing ...because it's totally "honest").

     When you test, you effectively "make up the ballots" and "set
the stage" for your prospects and customers to give you their
unbiased votes.

     It's important to test prices (one price against another),
headlines (one headline against another), guarantees, ad concepts
and offers, plus where (and when) you place your ads and offers. 
The list goes on and on, but these are the most important aspects
to test (and they'll have the most impact on your responses... and
on the increases you'll see in your "bottom line").

Your reward for all your extra effort can be astounding (and this
is proven true time and time again).  When you test the above
aspects (always one at a time and with a small but representative
segment of your market) and then carefully record and analyze your
results, you'll almost always discover that one of your test
prices, headlines, guarantees, etc.  always seems to "outpull" all
the others in your test by a substantial margin.

     Think about what this means to your profit potential...now
with the same amount of effort and expense as before you can begin
using this same approach to more of your market and enjoy a
multiplication of your previous results.  (But do exercise caution
at this point and gradually expand to include the rest of your
market ...small tests need to be verified with larger tests before
you decide to "roll-out" to everyone).

     When you systematically test in this way you "leverage" your
marketing and begin to demand (and get) maximum performance from
every marketing "dollar" and amount of time spent.

     What if your salespeople out in the field average 8 or 12 or
16 calls a day...? It makes excellent sense (doesn't it?) to
experiment and discover the outstanding sales pitch or special
offer that gets you twice or three times as many sales per call
and/or increases your average order by a significant amount (yet
requires little or no extra time or expense to make the sale).

     To quickly begin enjoying dramatic increases in your sales and
profits, you've only to start a program of systematic testing.

     Begin tomorrow!  You could, for instance, start to test with
your sales staff.  Have them try alternate sales "pitches" and
experiment with different "bumps" and special offers made at the
point of sale.  Devise alternate follow-up offers and construct
different reduced-price "packages" for them to sell.

     Then analyze and review the results of each test and track the
results.

     After your tests show one marketing approach is "out-pulling"
all the others by 25%-50%-75% or more then have a few others in
your staff begin to use this same approach.  As the results
continue to justify it...  rapidly progress to having all your
sales staff do it.

     One at a time...begin to systematically test all your sales
variables.  Pay careful attention to any significant change (either
positive or negative).  Close observation of these changes will
help you to do what is right for you, and you'll dramatically begin
to increase your "bottom line" like never before.

     At this point you may be tempted to "rest on your laurels",
but (if you want to truly maximize your marketing), you'll keep
going and find out just how you can "be all that you can be" (as
the Army recruiter would say).  Through testing and analyzing your
results, you'll have established your "controls".  Now comes the
fun as you try to "beat" the controls (using them as your profit
base you can continue to experiment to develop better and better
ones).

     The definition of a control as applied to marketing is any
approach which you've established through your testing as the very
best performer.  It's consistently proven itself to give you the
highest profits and you can rely upon it to provide you with a
substantial income.  It's your "bread and butter" approach.  You'll
keep it in use to produce a reliable income while you're continuing
your testing in some segment of your market and working to better
it.

     Those serious about maximizing their marketing results will
first establish reliable controls and then hold onto each control
while they continue to test. When a test proves itself as being
more profitable than the current control, it then replaces that
control, and the procedure continues.  If this seems like a lot of
work... consider...as controls get better and better, profits move
higher and higher.

     One of the variables you'll want to test early-on is prices.
When you begin to systematically test prices you'll be astounded at
some of the totally unexpected results you'll see.

     You might expect a lower price to always out-pull a higher
price on the same item...but..."it ain't necessarily so" and the
margin between what different prices will yield can be enormous.

     My mentor, Jay Abraham, has discovered these facts in some of
his own promotions:

     $19 has outpulled $25 by 300%.

     $195 has outpulled $245 by huge margins.

     $295 has outpulled $195 on certain offers, which netted a cool
     $100 more per sale!

     It's really conjecture to speculate as to why one price would
produce a better return than another.  It could be because of a
multitude of reasons, perception of value created in the mind of
the buyer being a very important one. Some in marketing theorize
there are various price points beyond which it's not wise to cross,
but every situation can yield different results, so never assume
you've established the right price until you test several (and even
then remember your best price is only your control and another may
come along later and prove even better).

     Here's some more ideas on what you'll want to test...

     If you run ads in any media, test different headlines,
different hot-button emphasis, different approaches.  Some people
react best toward a negative approach, some a positive
approach...discover which approach is best for your market.

     Test different packages, different rationales, and different
special bonus offers you've tacked-on to your basic offer.  In
addition to any free bonus offers you make, you might also want to
test some bonus items for which there is a small extra cost,
because...that small extra can prove to be very profitable for you
in many instances.

     Test different directives to the reader or listener or viewer
on how to respond (experiment with advising what actions for them
to take).

     In newspapers, magazines, etc., test positioning (if the
editor will allow it). Generally tests have proven for a small ad
the best place for it is in the upper right-hand corner of the page
(and, of course, the front or back cover of any section is even
more desirable).  Try to avoid having your ad appear below the fold
in a newspaper (and especially avoid having it below the fold on
the left-hand side unless your ad is on the inside cover sheet of
a section...even then, above the fold is the place you usually want
to be).

     In radio and TV...test where your commercials run.

     Now, these are the questions you'll be seeking to answer as
you analyze your various test results for each separate control:

     1)   what has been the average cost-per-prospect to get you a
prospect?

     2)   what has been the average cost to turn a prospect into a
customer?

     3)   what has been the average amount of sale each prospect
has returned?

     4)   what has been the conversion rate from prospect to
customer?

     5)   what has been the average profit-per-sale?

     After you've computed and compared number five...the average
profit-per-sale, you'll know which approach to keep as your current
control (and the one you'll want to continue to use until a better
approach beats it).


The suggested top three testing order is:

     1)   Headline

     2)   Price

     3)   Offer

     You must have a strong headline always!

     Your headline is your "ad" for the ad.  If people are not
drawn into the copy by a strong, compelling headline, then you'll
have wasted your effort.  A headline is not just there to attract
attention to itself.  It must talk in terms of a benefit to your
prospects along with a promised solution to a problem and thereby
convince the prospects it's well worth their time to look at (or
listen to) the rest of your promotion.

     Begin tomorrow and start a systematic testing program.  It
will make you a "marketing genius".


     >>>Mistake #3: You Fail To Determine Specifically Who Your
Market Is And What Their Wants And Needs Are.

     Ninety percent of the businesses out there rarely make the
attempt to determine who their market is, and what their market's
desires, needs, wants, and passions are.

     This is a grave mistake.

     The successful marketers can tell you precisely who they're
marketing to, and what their prospects and customers want in a
product or service.  They can tell you the age of their best
prospect, who this person is, where this person is, educational and
income levels and other critical information.  You must know who,
then you can find out the "why".

     Why does your customer buy from you?  What do your customers
want or need most in the products or services you offer?  You need
to probe and discover what the "why" is so that you can focus your
marketing efforts to show your prospects you can meet the "why" in
the most satisfactory fashion.

     Think about it...How can you expect to adequately fill
someone's needs if you never take the time to get involved and
understand them?  Yet few companies ever bother to seek to meet
their customers' needs.

     Companies that are a success with their marketing understand
their customers' needs and attempt to satisfy those needs better
than the competition.

     If you want to own your market, find out what your customers
real wants are.  Discover their desires.  Search out their passions
and needs. Once you have this information you will be armed to
corner your market.


     >>>Mistake #4: You Fail To Capture Your Customers & Prospects
Names And Addresses.

     Of all the marketing mistakes to make, I feel that this has
caused the loss of hundreds of thousands of dollars every month
more than any other. Yet it is by far the simplest mistake to
correct!

     Why a company would spend hundreds and thousands of dollars to
get a customer in the door and them let them walk out without
getting their name and address and any other information from them
is beyond me!  I don't know why, but 90% of the businesses in
America don't ever bother to keep track of their loyal customers,
let alone any prospects!

Your mailing list, or customer database is your biggest source of
lifetime profits!

     Here's why you should keep track of every customer and every
prospect:

     1)   According to Fortune Magazine, it costs 5 times as much
to generate a new customer than to resell an existing customer.
Existing customers are almost as good as money in the bank!

     2)   Your existing customers already trust you and know you.
They've bought from you and (hopefully) have had a positive
experience with you. Sales resistance is low.

     3)   They know you'll deliver on your promises, because you've
delivered before with energy and promptness (haven't you?).

     All you need to do is develop a systematic way of keeping
track of them, and asking them to buy from you more often. 
Computer databases are easy to come by, and more affordable than
ever.

     If you don't want to bother with computers, that's OK.  Just
make-up and hand-write on a customer index card, that has your
customer's name, address, and phone number on it.  A simple 3 X 5
card would do nicely.  You should also include vital information
like: what they've bought in the past, what they'd like to buy from
you, etc.  A list like this opens the door to developing a
profitable, long-term relationship.

     Do you see how valuable this list becomes?  When I consult
with a business, one of the first things I do is ask if they have
a customer list.  If they do, then I know I can increase sales
dramatically in just a few short weeks.

     To make a list profitable, recent studies show that you should
contact them once every 21 days.  A minimum of once a month.

     Here are some ideas for staying in touch:

     1)   Sponsor some kind of information-based event.  A
workshop, seminar, luncheon with guest speaker, etc.  Anything that
would be of interest to your customers and prospects.

     2)   Send a postcard announcing a private sale with special
discounts or added services exclusively for your loyal customers.

     3)   If you work with businesses, send them information that
will help them become more successful (for example, a copy of this
report) along with a personal note..."I thought you might benefit
from this".  This report is under Copyright but as long as you give
it away FREE (and include ALL of it with your gift), you may feel
free to copy and distribute the file and/or file printout to anyone
you choose.

     4)   Send a postcard with problem-solving tips on it for easy,
quick reference.

     By collecting the names, addresses and phone numbers of your
customers and prospects, you will be in a position to increase the
profits earned from each customer anywhere from 35-200%.


     >>>Mistake #5: You Don't Try To Sell Your Customers Something
Else On The "Back End".

     Your hottest prospect is someone that has just bought from
you. This is your best opportunity for another immediate sell.  The
key to successfully doing this is having products that offer
solutions to problems that your prospects have.  Related problems
and related solutions equals increased opportunity for sales.

     How simple it would be for the cashiers at the local discount
store to suggest another product that may help solve the customers'
problem. All they have to do is notice how related the products are
that the customer is currently buying, and be knowledgeable enough
about what the store has to offer to be able to suggest another
product that could help the customers' problem become solved.

     The buyers that just bought from you offer you a prime
opportunity to sell again. Your products must be good, however, and
you must prove to them that your "back-end" product will also solve
their problem.

     Here again we are talking about knowing your prospects wants
and desires.  Your job isn't over once you've sold your customers
their first product. You and your people should constantly be
striving to ascertain what problems your prospects have, and then
be creative in developing and proposing the appropriate solution to
it.

     If you are focusing on what your customers want, and are
offering them another solution to a related problem, they will not
resist as you try to "up-sell" them.  They'll be grateful for your
desire to solve their problems.

     Just remember: your customers are never "hotter" than when
they first order.  Immediately acknowledge their first purchase and
tell them how appreciative you are.  And then, offer them something
else so they'll have the chance to solve more of their problems and
to spend even more money with you!

     You should look for logical product or service extensions to
offer your customers.  Using the back-end will turn one-shot sales
into repeat customers.  Amazingly, few businesses try to sell their
current or previous customers anything again.  The really smart
marketers do it constantly.


     >>>Mistake #6: You Fail To Make Doing Business With You
Convenient, Easy, Appealing, And You're Not Ready To Sell When Your
Prospects Are Ready To Buy.

     Most businesses almost make it difficult for a prospect or
customer to buy from them. Most businesses do business from 9 to 5. 
That's fine. BUT, you must be prepared to do business when your
prospects are ready to do business.  With technologies that are now
available, there's no excuse for a business not to have a 24 hour
phone service center.  Even a simple answering machine can work
wonders in this area if utilized as a marketing and sales tool.

     You must be fanatical about servicing your customers and
causing positive impact on your prospects.  You must focus on their
needs consistently.  Think of how you want to be treated when you
do business with someone.

     I mean...really think how you'd like to be treated.  Then,
treat your customers in that way.

     Most businesses never "walk a mile in their prospects'
moccasins". Why else would they make doing business with them so
difficult?

     If someone walks into your store, how well prepared are the
sales clerks to help them?  Have you spent the time and prepared
special dialogs, questions, and little booklets full of advice for
your people to ask or offer to customers?

     When a customer or prospect calls your company and first talks
to your switchboard operator, is your operator able to give them
what they ask for (and more) in a cheerful and compelling manner?

     Are you and your people willing to answer questions and
provide truly helpful and informative advice in a friendly way
(even when it may not result in an immediate sale)?

     Is it easy for your customers and prospects to find your
business...  and can they easily find things once they're in your
store?

     Do you consistently keep customers updated on the status of
their orders, or back orders?

     These are questions that you must answer on a regular basis so
that you can keep on top of the flaws your prospects and customers
see every time they do business with you.

     By making it easy, appealing, and convenient to do business
with you, you'll attract more customers, more customers will
consistently return to your business, and you'll get more
referrals.


     >>>Mistake #7: You Are Not Persistent And Willing To "Stick It
Out" Until You've Contacted Your Prospects Enough Times To Warrant
Dropping Them, Constantly Testing And Trying New Approaches Until
You Find The Hot Button That Sells.

     Too many businesses rely entirely too much on the hoped
success of one advertisement or one direct mailing.  Marketing
success is not an event ...it is a process.  Processes take time.
Therefore you should never put your faith in one ad, one mailing
campaign, or one TV spot.

     You must commit to connecting with your prospects a minimum of
7 times in 18 months.  If you are not willing to pay that price,
then you shouldn't even start to promote to those prospects.

     You need to decide that you are willing to connect with your
prospects time and time again and hit them with the same benefit
packed points over and over again - from every conceivable angle -
in a determined attempt to motivate your prospects to take action!

     Remember that any single marketing event will not ordinarily
produce outstanding results, not now-a-days anyway.  It used to be
true that a person could make a fortune off of one ad, one
promotion.  But today, it's just not going to happen very often,
and you should NEVER plan on it.

     You must know precisely who you are marketing to, what their
desires are, and you must resolve to connect with them again and
again and again, until they either prove that they are not a
prospect, or until they see that you have the best solution for
their pressing problems.

     Marketing requires persistency to say the least.  You must
work at it on a daily basis.  Some days will be downright
discouraging for you. But, you cannot give up.  If you have done
your homework, and you realize that you have the solution to your
prospects' problems, if you have focused precisely on your target,
then you must not let discouragement get in your way.

     It can keep you from succeeding.

     If your prospects are not responding, then you need to refine
your approach. You need to refine who you are trying to connect
with.  You may need to approach them from several different angles
to find the approach that works the best...indeed, you will need to
test constantly, always trying to improve your "take".

     In short, you must persist so that your prospects never have
the opportunity to forget who you are, and what you can do for
them.

     Realize, the only ways to discover your prospects'
"hot-buttons" are to test and to test continually.  You can't
afford the luxury of prejudging what your marketplace wants, what
the best price is, the best pulling headline, the best selling
"package-offer", or the best approach.

     As a marketer, you have the obligation to find out from your
market what they really want through testing...one marketing
approach against another, one ad concept against another, one
headline against another, one TV or radio commercial against
another, one price against another, and the list goes on and on!

     Testing is an ongoing process.  You should always be trying to
"out do" your best results...because you never know when results
are at their best!  The point is that you cannot guess what your
market will buy. It is something to be discovered...

     You must demand maximum return from every marketing dollar you
spend.  Testing is what tells you where to demand more. Remember,
an ad costs you the same amount of space, production time, or air
time whether it produces 10 prospects, 100 prospects or 1,000
prospects.  It only makes sense that you should test different ad
approaches to maximize your investment. You must not sleep at night
until you know you're getting better results than last week.

     Testing takes persistence.  It will pay-off big if you do it.

     As I mentioned earlier, marketing is NEVER an event, it is
always a process. Keep this in mind when you consider
sellingsomething to your market.


     >>>Mistake #8: You Have No Marketing Plan To Guide Your
Business To Financial Success.

     On dozens of occasions I consult with businesses and discover
the morbid fact that 90% are flying by the seat of their pants,
with no direction for tomorrow, no idea how much they're going to
make in the next 365 days, and no written plan whatsoever.  ...Let
me say this as strongly as I can...

     Your business will never succeed on any type of a large scale
unless you commit to writing a plan that guides you to success.

     This is a fact that all too many businesses will never accept,
to their own demise.  If you don't have a marketing plan, you'll
never reach any truly substantial objectives.

     If you're without a plan. grab a piece of paper and pencil
right now, and let me help you get off to a good start.  Your plan
must include the following:

1)   A specific, clear, precise, dollar objective for each year,
for each of your products or services.  Break this dollar amount
down into how many widgets you must sell to reach that amount.
Next, figure out how many sales that means you need to make. Next,
figure out how many prospects you must connect with in order to
sell XXX amount of widgets, based on your past experience.  If you
have no past experience, use a 20% closing ratio to figure with.

2)   A specific dollar amount for each month, for each of your
products or services. Do the same things as above, except figure
the totals on a monthly basis.

3)   An objective evaluation of all of the different marketing
alternatives that will help you reach your monthly and yearly
goals.

4)   An exact indication of which marketing alternatives you have
decided to use, why, in what ways, and how often, and how much
these alternatives will cost you in money, time and materials.

5)   Techniques to use that will help you capture and keep track of
your customers and prospects.

6)   Techniques to use to help you sell the "back-end" to a new
customer.

     Mind you, these are the bare bones basics that you need in
your plan.  With this information alone, you'll probably perform
head and shoulders above your competition.  If you want to take the
plan further, make sure you include precise deadlines for each
step.  Then take each of these steps and break them down into the
action steps that you can take on a daily basis to reach your
monthly and yearly goals.  The key words here are "daily basis". 
Marketing should be a daily activity for you, like eating and
drinking.

     It's not a difficult thing to draw up a simple marketing plan
like this.  I think the problem is that most companies feel like
they have to have graphs and charts and demographic specifications
and all of this other mumbo-jumbo that just confuses people. That
stuff is NOT going to motivate you or help you follow a path to
success.

     Realize the power of this simple, easy to do marketing plan.
It's so easy! And it will bring you success!

     Without a specific marketing plan ON PAPER, you cannot expect
your business to have massive successes.  Yes, you do need to put
it on paper.

     Why?

     On paper you have focus.  If you keep your ideas in your mind,
you'll lose focus on your objectives.  Believe me I know, I've made
that mistake before.  Get your plan on paper.

     Even though it's on paper, doesn't mean you can't change it.
Be flexible. Understand that as your business grows and succeeds,
you'll want to update your marketing plan.  I re-evaluate my plan
on a weekly basis.  I ask myself:

a)   Is this plan taking me where I want to go?

b)   Is there any part of the plan that isn't focused on the
desired end objective?

c)   What can I do to update my plan to gain more focus on my end
objective?

     Questions like these on a weekly basis will help you reach
your objectives quicker, and in a smoother way.  Remember, without
a written plan, your success is highly unlikely.


     >>>Mistake # 9: You Don't Have Any Idea How To Write Or
Produce Persuasive Marketing Documents That Get Your Prospects To
Buy NOW, Or To Get Your Customers To Buy Again.

     If your car was having a problem, and you knew NOTHING about
cars, (except where to put the gas in) would you open the hood and
try to fix it?
     NO!

     Why then, do so many businesses try to write their own
advertisements, their own brochures, their own flyers, and other
marketing communication when they don't know how to do it?

     It doesn't make sense.  If you don't know what you are doing
then you shouldn't be doing it, or else you'll mess things up worse
than they were before!

     The real problem comes, however, when someone thinks they know
what they're doing when in fact, their efforts are usually
self-centered and unfocused on the needs and wants of their
prospects and customers.

     Larger companies have entire design and marketing departments
that do nothing but put together and create their marketing
documents. Though, in my opinion, most of these "Madison Avenue
Types" do terribly wasteful, institutional advertising...I feel
that everyone can always learn how to communicate better with their
prospects.

     No one has all the answers, but I do believe that a company is
better off to hire an outside consultant to come in and do the job
right.  Maybe I only feel this way because my associate and I are
such consultants, but...I think it's better because the consultant
can look at things (usually) from a prospect's point of view easier
than an "insider" from the company can.

     Because the majority of companies don't know how to put
together a persuasive marketing piece, most marketing documents:

1)   Focus on the seller, instead of the buyer and the benefits
that the buyer gets.

2)   Are terribly boring, dull, and uninteresting.

3)   Don't excite the prospect to want to take action NOW!

4)   Don't ask for any action from the prospect.

5)   Don't tell the prospects "what's in it for them" if they act
right away.

6)   Assume that the prospect is as interested in the product or
service as the seller is.

7)   Brag on and on about product and service features, when all
the prospects really care about are the benefits they'll get from
the product or service.

8)   Try to be creative and "clever", thinking that "clever" sells
when actually clever does nothing to motivate a prospect to buy
NOW.

9)   Try to be "professional" and worry about their image...when
really ...the only thing that matters is relentlessly focusing on
your prospects' desires.  You must focus on the benefits that your
prospects are wanting you to tell them about.  You need to worry
about delivering on your promises,improving your product or
service...and forget about the "professional" image.

     These are just a few of the problems that you'll see every day
around you when you look at typical marketing communications going
on.

     It's terrible.  It's a waste of paper, money, time, energy and
other valuable resources.  Don't fall prey to this game.

     Find yourself a professional copywriter and designer that can
deliver what your prospect wants (or at least get hold of some good
books on the subject and make a thorough study of what sells and
what doesn't in "copy"... applying the basics you've learned in
this report is an excellent start, but there's more, much more to
"effective" marketing).

     Your investment in a good copywriter will be worth more than
anything else you'd ever spend your marketing on.

     >>>Mistake #10: You Don't Determine What It Is About You That
Makes Your Prospects/Clients/Customers Want To Buy From You Because
They Can't Get What You're Offering Anywhere Else.
(Establishing Your Unique Selling Proposition...Very Very important
to you!)

     What advantage is there for your prospects or customers to do
business with you?  What makes you unique?  Your unique selling
proposition (USP) is the unique advantage you hold out in all of
your marketing, advertising, and sales efforts.  It's something
that a customer usually can't get anywhere else.

     It's the very foundation of your business-customer relations,
and it's essence should be ingrained in everything your business
does.

     To create an effective USP (unique selling proposition) you
must first answer the question..."what specific market niche do I
want for my company".  It's almost always a mistake for small to
medium sized businesses to try to be "all things" to their
customers and prospects.  The business which has carved out (and
"owns") their own segment of the market is the business best able
to thrive and prosper.

     Does your company sell only the highest grade products in the
industry?  Make that a large part of your USP.

     Is your company able to sell your products at the lowest
prices.  Maybe that should be your USP.  But be careful with this
USP (those who "live by the sword" can "die by the sword"). It's
better to at least augment this USP with something else your
customers or prospects want and can only get from you (you never
know when a "Superstore" is going to suddenly decide to open its
doors to your market).

     Can your company sustain 24-hour, 7-days-a-week service
(including holidays) for your customers.  That would be a great USP
(customers would love this...and who could compete)?  If this is an
impossible task for you, perhaps some modification would work which
wouldn't overly tax your resources (but will be much better than
what your competition could or would provide).

     Is your company able to respond exceptionally quickly to your
customers and prospects?  If you could guarantee a response time of
days when your competitors are taking weeks and hours when your
competitors are taking days, that's another USP worth "its weight
in gold" to you (and one you should be "shouting from the
rooftops")!

     Perhaps you have the wherewithal to be able to maintain a full
stock at all times and can guarantee your customers and prospects
will never have to wait or have their orders placed on "backorder". 
Use that in your USP.

     Maybe your business carries the most complete stock of any
competitor and you're able to satisfy almost any request
(especially for the smaller items which are difficult to find).
Tell that story and make it your USP.

     Most companies are "me-too" companies.  They look just like
everyone else. They sell like everyone else.  They carry the same
products as everyone else.  They develop nothing to make them
unique that creates a desire in the prospect to have that special
uniqueness.

     Too many companies are just out there to sell.  You need to
commit to becoming a company that's dedicated to solving a client's
problem.

     In fact, a well articulated declaration of your company's
dedication to solving your customer's problems could be your USP!

     The USP can carve you out a market so quick you won't believe
it!  So, figure out what your USP is and start promoting its
benefits to your customers and prospects today!

>>>Bonus Tip: Once You Understand The Mistakes In This Report,
Don't
Go Back To Doing Your Business And Marketing The Same Old,
Unprofitable Way.

     Change is difficult.  Change can be tough. When you try to be
different, do things differently, or make waves, people get
uncomfortable.  Undoubtedly, some of the ideas in this report will
warrant a change or two in your business.

Please...change!  It will not only mean a heck-of-a-lot more money
to you, it will also mean increased satisfaction in knowing that
you are running a business that is focused on the customer, and
wants to serve.

     Don't try to overhaul your business if you are making a lot of
these mistakes. Instead, after you've read these ideas, pick out
JUST ONE that you need to work on the most.  Focus your energy on
changing just one at a time.  Put up notes to remind you of key
concepts.  Re-read this report over and over again.  Contact me to
ask for further advice.  Whatever you do, decide to make the
changes that'll better your business along.

     Once you think you've got the first change down, determine
your next step. Decide what you want to change next.  Focus on
it...and change.

     The toughest thing about change is when it involves other
people.  They're in a comfort zone that they've gotten used to. Now
you're gonna come along and suggest change.  Motivating your people
to change will be the toughest part.  But don't give up. Be strong. 
Be the example of a successful marketer.  With or without your
people, you can make your business a success.


     CONCLUSION

     The marketing mistakes in this report are real.  They cause
the loss of hundreds of thousands of dollars every year for
business.  Now that you have the answers, I'll expect to see your
revenues go up higher than they've ever been!

     It really can happen for you!

     In order to help you get started off right with your marketing
documents, I've been able to obtain a neat book called "The 300
Best Headlines Ever Written". This little book was put together by
Karen Myers (the wife of marketing genius Bill Myers).  Karen for
several years before she met Bill was associated with Gary Halbert
(a "one-of-a-kind" guru in direct marketing).  She learned this
very profitable copywriting strategy from Gary:

     The easiest (and usually the very best) way to come up with a
great headline is to sit down and read a large number of highly
successful headlines, and then let your mind run free to innovate
and meld together hybrids.

     The idea isn't to steal someone else's words, but to develop
your own sense of what elements make the most profitable headlines
-- (realize because your headline is in reality the "ad" for your
ad, all of the headlines you use are critical to your marketing
success.  Did you know it's been proven...if the bodycopy is
"good", it's possible to increase ad response by up to twenty-one
times simply by changing the headline and nothing else? (that's
2100% potential improvement!!!).

     How can you know which ad headlines have been the really
profitable winners and are worthy of your study (and which have
been real "dogs" and certainly not what you want for your ads)?
It's a good question to ponder, because many times the best
"looking" ads don't yield anywhere near the best results
("award-winning" ads can be BIG losers).

     In her Forward to "The 300 Best Headlines Ever Written", Karen
answers your question by writing...

     ...  "We are forever grateful to the creative geniuses who
worked hard developing the headlines reprinted in this book.  And
while we would like to recognize the marketing wizard behind each
headline, it is an impossible task as many of these headlines and
variations on them have existed since the very beginnings of the
advertising age"...  (i.e. These are the headlines you'll want to
study and emulate in your promotions -- and then watch your
responses mushroom).

     If you want to JUMP START your sales, it's easy to own this
book.  All you need to do is take out your credit card, pick up
your phone, and call the TM&A order line at 1-800-GET-JUMP ... 
(That's 1- 800 - 438-5867).

     Just say...I'd like to order "The 300 Best Headlines Ever
Written", and be ready to give your VISA, MasterCard, American
Express or Optima card number and expiration date. Or... you can
mail a check or money order should you prefer.

     The price for the book is only $9.95 plus $1.00 for shipping
and handling (Illinois residents, add 67 cents sales tax).  Make
your check or money order payable to TM&A, print your name and
address on a slip of paper that says, "Send the 300 Best
Headlines", and mail your request to:

TM&A
30W 205 Argyll Ln
Naperville, IL 60563


All the best to you and may you market successfully!

Millard Grubb
Deerfield, IL
(E-mail America OnLine to: MGrubb .. or Internet to:
mgrubb@interaccess.com)


PS.  One more item...it may be important to you.  With this little
book, you get a total "hassle-free" money-back guarantee.  If for
any reason you don't discover a wealth of time-saving material
waiting for you...ready to stir your mind and jump-start your
creativity, you have every right to a quick refund.  Of course, the
sooner you begin analyzing these headlines, the quicker your ads
and other promotions are going to really start to push-up profits
for your business.  Order today..there's no risk..and you've "lots"
to gain!


PPS. (...As President of TM&A Creative Marketing Inc., Millard's
associate, and a Protege of Jay Abraham, I'd really like to know
what you thought of our Report.  What in the Report did you find
most useful to you, etc.,
and would you like to learn more of our mentor's, and Bill and
Karen Myers' marketing strategies and concepts?  You can send your
note via E-mail to:  America OnLine EdwGreen .. or Internet to: 
edgreen@cerfnet.com)


Best wishes,

Edward Green
Naperville, IL


Copyright 1994 TM&A Creative Marketing Inc