Seven Simple Rules

Here are five simple rules I learned from the late J.F. (Jim) Straw, and a few of my own:

START WITH A SMALL INVESTMENT:  $10 or less.  In today’s marketplace the initial investment might be more on the order of $100 to $500.

MAXIMUM RETURN:  $1,000 to $5,000 in thirty days.  If the initial investment is $100, the return would be between one-thousand and five-thousand percent.  Depending on the product, its possible.

NO SELLING:  Sell the need for the product.  Retailers need inventory and will pay a reasonable price to get it.  They will have sold themselves.

IMMEDIATE POSSIBILITIES:  While there is a lot of money to be made on the Internet, more opportunities exist right outside your door when you make the effort to find them.

CASH & CARRY:  Where possible, develop a cash & carry lifestyle.  Carry debt only to create and maintain a credit rating.

STAY HUNGRY:  Just because you make a million dollars doesn’t mean you spend it.  Pay yourself a comfortable income and put the rest into an investment account that will buy in to long-term passive cash flows.

I leave you to fill in the blanks and figure out, for yourself, how you can make these seven simple rules work for you.

Copyright 2018-2019, Moody Publishing Co., LLC

Ideas That Didn’t Work

I wrote a postcard campaign, once that I thought was really cute for a pet store. They liked the idea, but not well enough to test it.  It started with a picture of a very sad dog with the following content:

Mommy, I’m suffering from Treat Deficit Disorder.  I’m desperate!  Breakfast wasn’t enough I need some munchies.  If you can’t go right now I know where the store is.  If you will lend me your credit card, I won’t buy much, I promise.

As I said, I thought it was a good idea at the time.  

My real mistake was not really thinking about the market.  I doubt a pet owner would honestly respond the content of the postcard.  

Copyright 2018-2019, Moody Publishing Co., LLC

Copywriting 101 – Part Two

The first step to create an effective marketing campaign is research.  

**What are the beliefs o the market?  Do they want to change some aspect of their personal and professional life and, more important, do they believe its possible?

**What are the desires of the market?  Money, personal freedom, a more rewarding lifetyle or profession?

**What are the feelings of the market?  Everyone has anxieties when change is involved.  How will your product help them through the transition with a sense of self-confidence?

Now, make a promise and keep it.  Base the promise on the expectations of the target market.  Follow through to build trust and a sense of value in their minds.

ONE GOOD IDEA:  Let me show you how to turn a simple, 24-page booklet into a life changing business.

ONE CORE EMOTION:  Knowledge needs to be shared to be of value.  Something you can share may just change the course of some ones life.

ONE CAPTIVATING STORY:  My first booklet made $20,000 the very first year just from the sale of the booklet. That doesn’t include what I earned from lectures, workshops and seminars.

ONE DESIREABLE BENEFIT:  A booklet is more than just a bunch of words in a cover.  It is a calling card that establishes the depth of your expertise, and its ten times more effective than a business card.

ONE ENEVITABLE RESPONSE:  Click here right now to change your life!

To be effective, the promise and the information in the product need to match.  Make a promise, keep a promise and you can create a long-term business relationship that can last for years.

Copyright 2018-2019, Moody Publishing Co., LLC

Copywriting 101

Depending on who you talk to, there are roughly 21 different copywriting formulas.  One of them even has 32 steps.

Effective copywriting is a kind of mix-and-match affair, since no one formula works every time, not even the classic A.I.D.A.

No matter how creative a copywriter gets, the A.I.D.A formula is still the baseline.

ATTENTION:  Here’s a problem – dingy whites and dull colors.

INFORMATION:  This soap, with its new, magical cleansing formula can make your white clothes whiter and your colors SPARKLE!

DIRECTION:  Drop every thing you’re doing right now.  Get in your car drive to the store and buy this soap.  Mention this commercial and get a second bottle FREE!

ACTION:  Hey!  I said do it NOW!  So what if the store is six miles away in rush hour traffic.  You want your clothes to sparkle.  MOVE IT!

OK, so I took a little license, but you get the idea.  Its a classic formula that can still work when matched with a market that needs the product and has a strong emotional connection to it.

Test yourself, for the fun of it.  Look at some of the other copywriting formulas I earmarked at the top of this column.  How would you rewrite the ad to make it stronger and more effective?

Copyright 2018-2019, Moody Publishing Co., LLC

I Write About Lifestyle Businesses

I understand the mechanics of wholesaling real estate.  I’ve read books on the subject and even interviewed local professionals.  I also accept that its possible to acquire considerable wealth through wholesaling alone.

So, as intelligent as I’m supposed to be, why haven’t I followed through?

In spite of the kind of money the process can produce, it will not create the kind of day-to-day lifestyle I want to enjoy.  Part of the reason for that is my temperament.  I’m not exactly patient with insecure people and I don’t like to negotiate.

The latter part of the previous paragraph is why I never figured out how to sell radio or TV time.  My attitude was – if you want to buy it, here’s the price, sign the contract.  It was safer for everyone if I wrote the copy and never met the clients face to face.

In theory, at the age of 71 I “should” be retired.  I don’t want to be.  I like being involved with the flow of life.  That’s why I work at a hotel. 

Now, a I get older, I am creating a different kind of business model that revolves around writing and research – two of my strongest traits.  I will still be relating to people and being part of the flow of life.  I will just want a more private lifestyle.

What am I writing about?  Lifestyle.  Finding, creating and developing a business model that provides a comfortable income and creates a comfortable lifestyle that is as balanced as possible.

Owning and running a business, whether its a retail store, hotel or wholesaling real estate is a lifestyle choice as much as a personal one. 

Copyright 2018-2019, Moody Publishing Co., LLC

Competition? What Competition?

Back in the sixties and seventies, there were two rock and roll powerhouse stations in Seattle.  One was KJR and the other was KOL.  Their studios were about a mile apart on Harbor Island.

A friend of mine would move from one station to the other every couple years or so.  When he did, he had to make a commitment.  There were no other stations in the Seattle market.  He had to concentrate on where he was and what he was doing to connect with his audience.

Yes, they were competitors for the same teen age market.  KJR just happened to do a better job of connecting and had higher ratings.

When I worked in Los Angeles, I noticed the same focus.  KHJ BossAngeles had no competition, any where.  In reality, there were fifty radio stations serving LA at the time.

Those stations that were able to get and sustain the highest ratings focused on their market exclusively.  The clearer the understanding of the market and what they wanted and expected, the greater the listener loyalty.

Yes, there were competitors.  Yes, the management listened to what the competition was doing.  Did management waste time worrying about what the competition was doing?  No, not really.

Why?  Because they can only run one enterprise at a time.  The competition may be tail gaiting them, and trying to push them out of the way, but that’s only because they are in a panic, desperate to steal what KJR or KHJ has rightly earned.

The lesson here – stay focused.  Meet the needs and expectations of the market.  Build a loyalty that is so intense that there is no reason to go with the competitor(s).  

Certainly watch any competitor and see what they are doing, then figure out their plan and do it better.

Copyright 2018-2019, Moody Publishing Co., LLC