Showing posts with label Notes. Show all posts
Showing posts with label Notes. Show all posts

Thursday, June 12, 2008

How To Have Your Best Year Ever



These are my full notes from the 5 hour seminar "How To Have Your Best Year Ever" by Jim Rohn


Chapter #1 - The Life Puzzle

Time is more valuable than Money. You can get more Money but unfortunately you cannot get more Time.

Things dont just happen. Things happen just.

Ideas can be life changing, sometimes all you need is one more, in a series of ideas.
It's like dialing the numbers into the lock. You need all ideas.

"There was a sermon, preaching a sincere and honest presentation to a multitude of people. After the presentation there was a variety of reactions from the people. Some were perplexed, but I thought the presentation was pretty straight forward so I thought "they must be the perplexed people!". Others were mocking and laughing at the preaching, and I used to think "you shouldn't mock and laugh". But they are the mockers & laughers and nothing else should be expected of them.
I used be to naive and think "A liar shouldn't lie" but of course they should, that's why we call them liars.
Some don't know what's going on, and they're also easy to spot because they go "what's going on?" and they never know what's going on. You would also find that some of the people were believers, and so they believed in what was presented. And this goes on with all sorts of people, and the worst thing you could do is to try and correct them. Some do what they do, and some don't. This is the mystery of the minds and I don't try to change them anymore." - Jim Rohn

Be and live thankfully.

Stop being cynical. About people, the market, yourself, anything. It locks the flow away from you.

Don't be a follower. Be a student.

Take advice, but not orders.

Make sure what you do is the product of your own conclusion.


The Five Major pieces to the Life Puzzle:

#Philosophy - You gotta think, process information. If you have a lousy philosophy, you will have pennies in your pocket, and less in the bank.
People blame the government, taxes, the weather, being too tall, too short, too old, raised on a farm -- instead of blaming their philosophy.

Start by eliminating the obvious errors and start practicing discipline (An apple a day instead of a chocolate bar a day).

#Attitude - The Past does not equal the future. Learn from the past and set NEW GOALS. Without designing your future with goals, you take hesitant steps, not knowing where to go.
You gotta have a good attitude about everybody else, because it takes everybody else to make a market.
One person doesn't make a family, one person doesn't make a business, one person doesn't make a nation. It takes all of us to create something GOOD.
You gotta feel good about yourself, and understand your self-worth. If someone can do it - YOU CAN! Change from nothing to something. From poor to rich. If someone can change - YOU CAN! It starts with education of what you are currently messing up.. EDUCATION! Not motivation. If you have an idiot and you motivate him - Now you have a motivated idiot!

#Activity - God says: Plant the seed and I'll make the tree - A pretty good deal. What if you had to make the tree? It would keep you up late at night thinking "How do I make a tree?", but you don't have to make a tree. That's all figured out for you. All you have to do is plant the seed! Put wisdom and attitude, into action - into labor. Now you can perform a miracle.
Do what you can, do the best you can - there is no better advice than that.
Make a list - What am I not doing that would be easy to do? That could greatly change my health, my wealth. What am I neglecting that would be easy to do? Take care of your small part and the world will do its part.

One of Jesus' disciples (Peter) said "It's time to pay our taxes and we don't have any money." Jesus said "No problem". How could he say that? Well, word has it that he was a miracle-worker. If you handed a problem to a miracle-worker, what would he say? - No problem! You gotta surround yourself with miracle-workers. How many books would they read to solve something? As many as it takes! How early would they get up? As early as it takes!

So Jesus said to Peter: "Go fish". Now it happens that Peter was a fisherman - How clever.

Now if you should fish, and you could fish, and you don't fish. You've got no miracle..
You could change, you should change, you won't change.. that's called accumulated disaster. In 6 years you will be explaining instead of celebrating..

Jesus said to Peter "Go fish, and the first fish you catch, look in its mouth". Peter went fishing and the first fish he caught he opened its mouth and Peter saw coins. COINS! When he counted them, they added up exactly to enough to pay his taxes, AND Jesus' taxes! - That is what we call a miracle. Only because we don't know how it works, doesn't mean it doesn't WORK! It simply means we don't understand how it works!

You get your miracles by starting with the small things and cleaning up what you should be doing. Don't walk like others' do, don't postpone like others do. Take action on neglect! On discipline! DO what you CAN. Whatever your hands find to do - Do it with ALL your might, do it with ALL your strength, and do it with ALL your power. That kind of philosophy revolutionizes your life if you havn't picked it up lately. It's not the economy that's going to determine your next 6 years - it's your Philosophy! - About labor, activity, miracles. About soil, seeds, sunshine, the schools, the company, the nation, the planet. #1: do WHAT you can. #2: do the BEST you can.

#Results - Once in a while you gotta take a meassure, see how you're doing. You can't let too much time go by without checking! In the last 6 years, how much money have you saved in investing? Zero? You have -- MESSED UP! MESSED UP! Who sold you on that plan?

How many books have you read in the last 90 days? Zero? Wisdom of the World is available! You can read about EVERYTHING! If you have read zero books in the last 90 days, you have -- MESSED UP! In the last 6 months, how many classes have you taken? To improve your skills or to develop new skills, to go for the american dream. To Become rich and powerful, sophisticated, and healthy and influential.

How many classes have you taken? Zero? You have -- MESSED UP!

Some things you have to check every day, and others atleast by the end of the week. It's all about the results, the numbers. If the results are greater than expected - wooow! someone must have got it right! If the results are less than expected - Woa.. that tells something about the philosophy, attitude, and the activity called discipline.

Affirmations help, as long as they are truthful. The truth - will set you free.. To amend your errors! If you're broke, put a note on your refridgerator where you can see it every day. "I am broke!" that will get you thinking. If you need additional affirmation, you put up "I'm 40 and broke!" that oughta do it. To take it a step further "I live in America, I'm 40 and broke!" that will turn your life around. Something is wrong and somewhere I -- MESSED UP!

Success is a numbers game, gotta go for the numbers, gotta know what the numbers are. How committed are you - to taking what's available?

#Lifestyle - Learning how to live well. When you have laid the puzzle out and are achieving results, you can now fashion a good life. If you wish to be wealthy - study wealth. If you wish to be happy - study happiness. Don't be lazy in learning. Practice the art of productivity, practice the art of discipline, practice the art of lifestyle.


Chapter #2 - Personal Development

It can be difficult giving up your old "Blame list". It is so comfortable blaming your company, government, neighbors, the union, the economy, prices and circumstances and all that. There is a transition you have to make, and start blaming yourself.

It is not what happens.. that determines the major part of your future. What happens, happens to us all. The key is what you do about it. It's not what happens.. but what you DO about it. Start the process of making something different the next 90 days than you did the last 90 days.. Like picking up the books to read.

Do something different about your health disciplines, about your family.. Whatever it is, doesn't matter how small it is, start doing different things, with the SAME circumstances.

What you have at the moment, you have attracted by the person you have become. Take responsibility instead of putting it off on someone else. Pennies in your pocket, less in the bank, the creditors are calling, you are behind on your promises - You have attracted all that by the person you have become. How can you change all that? Very simple. If you will change -- Everything will change for you.

You don't have to change what's outside, all you've got to change is what's inside. To have more you simply have to become more. Don't wish things were easier - Wish you were better. Don't wish for less problems - Wish for more skills. Start working on yourself and it will all change for you. Once you pick up this formula, things are easy to figure out, easy to see what the problem is, and go to work on it.

#Money - We get paid for bringing value to the market place (also described as reality). It takes time to bring value to the market place - but we don't get paid for time. Mistakingly a man says "I'm making about 20 dollars for an hour." - Not true. If that was true you could just stay home and have them send your money.

You don't get paid for the hour, you get paid for the value you put in the time. Key question: Is it possible to become twice as valuable, and make twice as much money in the same time? Three times as valuable as you now are? Is that possible? - Of course. All you have to do to make twice as much money in the same time, to become more valuable.

If you help someone make 1 billion dollars, would they pay you 52 million dollars? Of course! It's chicken feed! And you would be worth a lot more!

Now why would someone get paid 9 dollars an hour? They're not very valuable - to the market place. Might be a valuable member of the church, but not the market place(reality). If you're not very valuable to the market place - you don't get a lot of money. Those are called - The facts! That's how it is.

You can't get rich by demand. Some are waiting for a raise, but it's easier to climb yourself! Why not just become more valuable? The key is to become more valuable - To the market place! The key, is to work harder - on yourself, than on your job!

If you work hard on your job, you will make a living. If you work hard on yourself, you can make a fortune! If you had known Jim Rohn at age 25, you would have said "Jim Rohn is a hard worker, how come he has pennies in his pocket and nothing in the bank?" Well he was working hard - on his JOB. And not on himself! Don't work on the outside, work on the inside. Work on all your abilities, and everything on the outside will change for you.


The 4 Major Lessons in Life to Learn

Life and Business is like the seasons - You can not change the seasons. But you can change - yourself. People cross their fingers and say "I sure hope things will chaaange". It isn't going to change! Ten years from now, based on all the information that is available, things are going to be like they have always been. There will be opportunity, and difficulty. And it's not going to change. How is your life then going to change? You have to change!

#Learn how to handle the winters - They always come after the Fall. How often? Every year for the 6500 years! Hoping for that to change is what we call naive. There is more than one kind of winter. Economic winters, Social winters, Political winters. We are acquainted with all these winter scenarios, we have been through them all. What do you do with the winters? You can't skip a month, so you have to get wiser, stronger, and better. Pickup the book and you will get wiser. If you're willing to do the pushup you can get stronger. If you're willing to practice through the paces you will get stronger. Don't look out there and wish it was easier - Wish you were stronger!
Anybody can get better, develop the skills, handling the upcoming winters. Don't wish away the winters, that's naive - wish for the skills, wish for the strength, wish for the wisdom.

#Learn how to take advantage of the Spring - Spring comes after.. Winter! How often? 6500 times so far, those are good odds! Spring is called opportunity, another day is called opportunity. Days follow nights, how about that? How often? Every time. The key here is to TAKE ADVANTAGE. Just because Spring comes, doesn't mean you're going to look good in the Fall. You gotta take advantage, you gotta do something with it. Read every book you can on what to do with your Springs. What to do with your opportunities, what to do with your days, what to do with your chances. Don't miss the educational process, don't miss the process of understanding, taking advantage. Opportunity keeps coming, but the KEY is taking advantage! Plant in the Spring - Or beg in the Fall. It doesn't mean you can't become a sophisticated begger, but you don't need the reputation. Learn to plant in the Spring. Take advantage swiftly and quickly, don't let the Spring pass you. Life is short.. At the longest, it's short! Seize the day, the moment, the opportunity. That's the key.

#In the Summer, learn to nourish and protect - We have got two challenges in the summer, in the personal development side of our life. That is to become capable, powerful enough in the summer, and wise enough in the summer, to nourish what's good and defend yourself against what's bad. Summer is an interesting time, it holds the possibilities of the promise of harvest time. But it also has the possibility of the threat. Sure enough as soon as you plant in your garden, the busy bugs and the noxious weeds are out to take it! They will take it - unless you prevent it! Nourish your values like a mother, go after the threats like a father. Nourish the garden, kill the weeds. That's called summertime, what a challenging time. Opportunity, and threat to the opportunity. You gotta learn to think positive, and negative. To threat back the threat. Nourish and Fight! You can't just think positive, that is naive! It's like your blood stream, red nourishes, and white fights. White core puzzles say: show me some infection and I'll kill it! Why? It's out to kill our body, it's out to kill our chances. it threatens our future, whatever threatens us, we threaten! Take sword to your enemies. Don't let the weeds take your garden, wreck your chances for harvest. Deal with your enemies in the summer. It's the struggle of life - Good and Evil. It's called 'the way things are'.

#Reap the harvest in the Fall - Without complaint. Take full responsibility. It's not the seed, not the soil, not the rain, not the sunshine, it's not the seasons that is to be criticized. We must take personal responsibility. So in the harvest, take personal responsibility, it's your crop! Whatever you reap, it's your crop. Take responsibility - no complaints. And the next one - no apology. No apologies if you have done well, and no complaints if you havn't. The lesson lies within.

Those are the four Major lessons to learn.


#Physical side of life - Gotta take care of yourself. Do not neglect to take care of yourself. The bible says "Treat your Body like a Temple." - That's a good phrase, a good suggestion. Something you take care of. A temple - Not a woodshed! A temple, the only place you've got to live currently. Some people don't do well because they don't FEEL well. They got the gifts, they got the skills. Maybe they just didn't take care of themselves, so they don't have the vitality. Key phrase: Vitality is a major part of success. So take care of yourself. A horse trainer feeds his horses with everything they need, being careful in choosing their nourishment so that they can run like the wind. But he doesn't feed himself and can barely walk up the steps. Some people feed their dogs better than they feed their kids.

There are other parts of the physical side. There is no second chance for first impression! God looks on the inside, people look on the outside! Now you say, people shouldn't judge you by how you look. well let me give you a clue - they do! You can't deal in should's and shouldn't! When people get to know you they are going to judge you by more than what there is to see, but FIRST they're gonna take a look! Here's a suggestion. Make sure the outside, is a Major reflection of what's going on inside. A couple of minutes a day, a study on nutrition. Stay healthy.


#Spiritual side of life - If you do believe in spirituality, in any manner. Study it and practice it. Do not neglect your values, do not neglect your virtues. Don't let it go unstudied, don't let it go unnourished - If you do believe.

Mental side of life - Part of the challenge is to develop mentally, learn, study, grow, change, it's what schooling is all about. And the human development takes time, takes incredible amounts of time. You can't cover everything in a 20 minute session. Animals live under pressure, the newborns has to run from the lions within minutes! Humans.. After 16 years we're not sure! Takes incredible amounts of time for personal development, for spiritual development, physical development. You gotta get ready mentally, to defend your virtues and your values. Or you will fall prey to other's ideologies.


You gotta have a library, and books to study. You don't need a big library. Clean out your closet and call it your library, and start acting intelligent. Start developing a library!

Here's what your library needs to show, that you're a serious student of things in life: Spirituality, Culture, Uniqueness, Sophistication, Economics, Prosperity, Productivity, Sales, Management, Skills, Values of all kinds. Let your library show you're a serious student!

Don't be casual in learning, don't be lazy in learning! Information is KEY. Learning is the beginning of Wealth. Learning is the beginning of Health. Learning is the beginning of prosperity. Learning is the beginning of Democracy. All values, all virtues, starts with the learning process!

Don't be lazy in gathering the library that will teach you and instruct you. Remember: Don't be a follower - Be a student! That's the key to all books, don't be a follower, be a student. You gotta sort out the weird stuff in the books. Unless you're weird, then you can just do the weird stuff.

You need food for thought. Not only nourish the body, but nourish the mind! Key phrase: It needs to be well balanced. Can't live on mental candy. Can't just be inspired, you gotta be taught! Gotta be educated!

Gotta have a sense of history, what has worked before, how it's always been.
Don't just read the easy stuff, you won't grow, you won't change. Tackle the more difficult stuff.

Here's another tip: Skip the trash. You might find something of value in it but main part is trash. You wouldn't go through the trashcan. Might find a crusty bread in there, but you wouldn't go through it.

You don't have time to read all the brilliant stuff, so skip the trash completely.
Read biographies, autobiographies, good and bad ones. Use them as examples and warnings. You need a book on Ghandi, you need a book on Hitler. One shows how high a person can go, and the other how low and despicable a person can go.

You need something on Accounting, don't need to be an accountant, but you gotta know something. Need something on Law, don't need to be a lawyer, but you need to know something. What to sign, what not to sign. backups, how to be safe rather than sorry! All of us need a little law. The more you read, the less you have to learn the hard way!

Be a student of economics, become financially independent by 35 or sooner if you find the opportunity. Study culture, sophistication. It's what makes us different, from the dogs, the animals, and the barbarians. Be a student of the dance, the art, and the music. Which is available for us all to participate in, as well as enjoy.

If you are a believer in Spirituality, study and practice it from the Bible and all available sources. Let your library show that you're a serious student.


#Keep a Journal. DONT TRUST YOUR MEMORY. If you are serious about becoming powerful, wealthy, sophisticated, healthy, influenctial, cultured, unique - Keep a Journal. If you listen to something valuable, write it down, come across something important - write it down. Later, your own Journals will be a good portion of your own library. Your Journals is one of the three treasures to leave behind.

#1 - your pictures. Take a lot of pictures. When the next generation is reading your Journals, wouldn't it be great if there were pictures there to describe the stories! A picture's worth? A thousand words! How long does it take to capture an event? Fraction of a second. How long does it take to miss the event? Fraction of a second. Take a lot of pictures.

#2 - Your Library. The library that you gather, that taught you, that instruct you, to help you defend your ideal. That helped you to develop a philosophy. That helps you to become wealthy, powerful, healthy, sophisticated and unique. The books that fed your mind and your soul. Your library is one of the greatest things to leave behind, stepping stones out of the darkness, into the light. Your books will be more valuable than your couch!

#3 - Your Journals. All the words and ideas that motivate you, that made you what you are, let it coach you again! read them again! If you hear a beautiful song, you don't say "that's enough, turn it off" you listen to it again, and again! Repetition is the mother of all skills!


The Five Abilities

#Absorb - Develop the ability to absorb, be like a spongue. Don't miss the scenario, don't miss the colors, don't miss what's in the air. Let the day teach you. Some only try to get through the day. Learn to get FROM the day. Take it all in! Where ever you are, BE there! Let your heart and soul take pictures of the moment.

#Respond - Let life touch you, don't let it kill you but let it touch you. Let sad things make you sad, let happy things make you happy. Let emotions affect you. It's important to know how to feel, to let life in! Soak up what's going on, and respond.

#Reflect - Go back over, study again. Go back over the notes, the cassettes, read the text one more time, go back over your DAY. Take a few minutes at the end of the day, go back over it so it locks in, the color, the emotion, the smell. Take a few hours at the end of the week to reflect over the past week. Take half a day at the end of the month to Reflect. Take a weekend at the end of the Year, to reflect and go over, remember. Work 9 years, and take one year to Reflect - What is different? How can I improve? Do it alone, reflect with yourself. To make the past more valuable, to serve you for the future. To make you even better than you were. Go over all your previous years and invest them into your next year! That's how you grow powerful!

#Act - Take action. Not hasty if it isn't required. but dont lose too much time. When the emotion is hot, and the emotion is strong. Immediate action, no matter how small! or the law of diminishing returns will strike. Start the process! Otherwise the wisdom is wasted, the emotion is spilled. Capture the emotion and put it into discipline. All disciplines affect each other. Everything matters, some more than others, but there isn't anything that doesn't matter.

Every letdown affects the rest of your performance. If you don't take the walk around the block, you probably won't have an apple a day, and you probably won't build your library and you probably won't have any journals and you probably won't be any wiser and you probably won't do anything better and in conclusion you have -- MESSED UP!

#Every new discipline affects the rest of your disciplines. That's why action is so important, the smallest action, the least action. TAKE IT. Cause when the accomplishment returns from that action, it will inspire you to take the next one, and the next one, and the next one! Walk around the block, it will inspire you to have an apple, have an apple will inspire you to get a book, a book will inspire you to get a journal, a journal will inspire you to grow, to get more skills.

#ALL disciplines affect each other. Every lack of discipline affects the rest. Every new discpiline affects the rest. The key, is to diminish the lack, and set up the new. One of the greatest temptations, is to EASE up a little bit. The slightest lack of doing your best, starts to errode. Neglect starts as an infection, and if you don't take care of it, it becomes a disease.

#One neglect leads to another. And the worst part, when neglect starts, it dimishes our self-worth, our confidence, Well how can you get back your self-respect? Start with the smallest discipline - I should, and I could, and I will. No longer shall I let neglect stack up on me and gives me excuses instead of results. That's the key to discipline.

How many percent of America owns a library card? 3% ! How much is a library card? It's FREE! 97% can't be bothered to go after the information! Walk away from the 97%, don't walk like they walk, don't talk like they talk, don't specialize in what they specialize in. Throw away the blame list they cling to. Well is it as easy as getting a library card? OF COURSE! How many are actually be bothered to try? ACT! LABOR WELL, DISCIPLINE YOURSELF WELL.

How many can retire independently when the time comes to retire? 5% ! If you take care of your personal development and take charge of your own retirement fund you can multiply it atleast by five, maybe ten, maybe by twenty. Maybe by a hundred.

Let the government take care of it, let some company take care of it and you have got to Divide by five!

Take charge of your own life! Your life will loosen up for you. Find out what people read, and DONT read it! Don't talk like they talk. Lend a hand but don't fall into their poor philosophical scenario! Don't blame what they blame! Don't use the excuses they use! It's the language of the poor!

A good scenario on doing the best you can.. Is the best you can do, all you can do? The answer is: No.. Strangely enough. If you right now fell to the ground and started doing as many pushups as you could. Maybe the best you could do would be 5. Is that all you can do? No! With some rest you could do 5 more! And if you rest a little you could do 15 more! How did we get from 5 to 15? It's a miracle!

Is it possible to get up to 50 pushups? OF COOOOOURSE! How? It's a miracle!! Do what you can, do the best you can! Don't rest too long! Make rest a necessity, not an objective. The objective of life is to ACT. Otherwise your next 6 years will be like your last 6 years. Unless you take advantage and make these personal changes. If you change, everything will change.

#Share - Pass along to someone else. If you pick up a new idea, don't let it stay! Pass it along! If you read a book and it affects you - pass along! Say "Hey I found a book, really helped me, got me thinking. I found a book, changed my health, got me inspired!" Pass it along! If you share with 10 different people, they get to hear it once. You get to hear it 10 times! So it's probably going to do more for you than it is for them! But it's called 'everybody wins'.

Sharing makes you bigger than you are. If you are full of ideas, pour them out! And more will be poured in! When you pour out you will become bigger. There is no lack of capacity, only lack of teachers. Some people don't practice their capacity and are too small to fit new ideas into. They won't get much because there is no room! No matter how much appreciation and prosperity and wisdom is poured over them!
Learn to share.

#Learning how to set Goals - Your vision of the future. There is two ways to face the future.

One - With apprehension
Two - With anticipation


Guess how most people face the future? With apprehension. Why? They don't have it well designed. They have left the design of their future to somebody else! If you don't make plans of your own, you will fall into someone elses plan!

Guess what someone else might have planned for you? Not much.

If your negative relatives all turned positive, what would that do for your future? Not much.

If prices come down a little, what will that do for your future? Not much

If the economy gets a little better, what will that do for your future? Not much.

If circumstances become a little better, what will that do for your future? Not much.

If the weather gets a little better over the next 2 years, that will do? Not much.

Most people go with their fingers crossed with all of their hope in things that don't count much! That's why 10 years from now they will be driving what they don't want to drive, living where they don't want to live. Wearing what they don't want to wear. Doing what they don't want to do. Having what they don't want to have. And it all started by counting on something that's not gonna count much!

Well then how can my life dramatically change? You gotta count on YOURSELF. Your ability to design the future. It's called the promise of the future. If you don't know what the next 6 years will be like, you will take hesitant steps for 6 years!! No wonder it will be an empty life.

Now here's what's connected to the promise of the future: The price. The price to pay. The price is easy if the promise is clear. The price seems too much to pay if the promise isn't clear! If you can see it, you will want to pay! But if you can't see! You don't want to pay.

We will pay the most extraordinary if we can see the promise of the future. Set goals. Don't leave it to anybody else. Don't leave it to the company. Company has got their own goals.

Set your own goals! Personal goals, income goals, financial goals, health goals, spiritual goals. Where do you wanna go? Where do you want to live? What do you want to be? What do you want to see? It's in your hands.

Decide what you want and write it down! MAKE A LIST!

Your list will change, make a new list of what is important to you! That's how easy it is.

Why don't you set a goal to be a millionaire? Enough zeros to impress your accountant. But that's not why. Set a goal to become a millionaire, FOR WHAT IT WILL MAKE OF YOU TO ACHIEVE IT.

The greatest value in life is not what you get. The greatest value in life is what you become. Major question to ask on the job is not what you get.. It's what am I becoming here? It's what you become that makes you valuable.

Once you become a millionaire, what's important is NOT the money! It's the person you have become.

Set the kind of goals that will make something of you to achieve them. Always keep in mind.. 'What will this make of me?'. If I set this goal not only will I achieve it, but what will it make of me in the process? There is two parts to this.

#1 - Don't set your goals too low. Don't join an easy crowd. You won't grow. Go where the expectations are high. Go where the demands are high. Go where the pressure is on to perform, to grow, to change, to develop, to read, to study.

#2 - Don't compromise, don't sell out. Count the cost. Count the cost. Count the COST!

An ancient story says "Judas got the money!", well that's a success story? - Nooo.. it's true that 30 pieces of silver those days was a sizeable fortune! Well if a guy has got a fortune, that's a success story? Nooo.. you don't understand, his name was Judas!

Doesn't that ring a bell? Judas - the traitor! The traitor got the money. Judas got the money in his hand, and now he is unhappy! How can you be unhappy with a fortune? Well he wasn't unhappy with the money. He was unhappy with.. HIMSELF! The greatest source of unhappiness is self-unhappiness. It doesn't come from the outside. It comes from the inside.

Judas couldn't return the money for a deal that had already been made, so he threw his fortune away. After he threw his fortune away, he couldn't change what he became - a traitor. In total abject frustration he goes out and hangs his worthless self. Which all traitors should do to save the state the money.

Why such a tragic end? Because he wasn't happy with himself, he SOLD OUT! He paid too big a price.
What if you gained the WHOLE world, and it cost you your soul? Don't sell out, don't compromise your values. Don't compromise your virtues. Don't compromise your philosophy.

Key. Beware.

Behold the possibilities, behold the opportunities. Behold the drama, behold the awesomeness. Behold the uniqueness. Behold, Behold.

Beware. Don't sell out. Mark well of WHAT you become in the pursuit of what you want.


#Financial Independence -

If you have a dollar, you can't spend more than 70 cents. Most people spend at about 110%.

Out of every dollar from now on, never spend more than 70 cents. What do you do with the other 30 cents? Here is my best advice:
10 cents - Charity, supporting worthy projects, supporting people who can't help themselves.
10 cents - Active capital, to profit from yourself. Profits are better than Wages. Wages help you make a living. Profits help you make a fortune.
10 cents - Passive capital, invest it in others, where it's active. The Bible teaches: The borrower is servant to the lender.

Touch something and leave it better than you found it - That's a profit.
Some people leave their hotel rooms trashed. What kind of reputation would that give? Whatever you touch turns to trash. That's a poor philosophy.

Buy a car and sell it more than you paid for it. Why? Because you leave it better than you found it. Touch something and leave a profit.

#Ideal plan - Set up an ideal and work toward it. Well you say "If I had more money I would have a better plan" - Nooo. If you had a better plan you would have more money! Your philosophy is the set of the sail! Economy is NOT the set of the sail!


#Keep strict accounts - Do you know this expression? "I don't know where it all goes". Imagine having someone like that running your company. "It just gets away from me". You gotta have better disciplines than that. Don't let it become your philosophy. Keep strict accounts.

#New attitude - I used to say "I hate to pay my taxes!". That's one way to live.. Well doesn't everyone hate to pay their taxes? Nooo, some of us are way beyond that. Here's what taxes are:
Taxes is how you care and feed the goose that will lay the golden eggs!
Democracy. Liberty. Freedom.
Wouldn't you want to feed the goose that lays the golden eggs? Somebody says "The goose has eaten too much!". That's probably true, I understand that! But see, better a FAT goose than NO goose!
And here's the truth.. We ALL eat too much. Let not an apetite accuse another. Of course the government needs to go on a diet. So do most of us. But you need to understand that the goose that lays the golden eggs still has to be fed.

I used to say "I hate to pay my bills!", you open the mail and all you see are the windowed envelopes. Doesn't everyone hate to pay their bills? Nooo, some of us are way beyond that.
Is it possible to love to pay your bills? YES! Reduce your liabilities, increase your assets. Wouldn't you love to do that?

Start a new attitude here. Next time you pay a hundred dollars on an account, put a little note in there that says: "With great delight I send you these hundred dollars!". Keep the money in circulation. Love to pay your bills

Everybody must pay. Life has opportunities, but we must all pay, we must all share.


#Ancient story from The Bible -
Jesus and his disciples one day were standing next to the church treasury, watching people as they come by and put their offerings in the treasury. Some people put in big amounts, other modest amounts. Then a little lady came by and put in 2 pennies. Jesus said to his disciples "Look at that!" and they went "2 pennies? what's 2 pennies?". They didn't understand! She gave more than everybody else! How is that possible? I'm certain that those 2 pennies represented most of what she had, and if you give most of what you have, then you have given the most. It's not the amount. It's what it represents of your life that counts.

Here is what DID NOT occur in the scenario - Jesus did not reach into the treasury and got the 2 pennies to run after the lady and say "Here little lady, my disciples and I have decided that you're so pitiful, that you're so poor. That we decided to give back your 2 pennies". If it had occured, she would have been what? Insulted! She would have said "I know my 2 pennies is not much, but wouldn't you let me contribute with the most of what I have?"

Here is the wisdom - Everybody has to pay. Even if it's just - pennies. That's the key.


#Communication - How to affect people with your language.

Words can work miracles. Words are powerful. Words are almost godlike. God is in the words. In the beginning Jehova God said, what? Jehova God spoke - Let there be light. And what? There was light - Wooow! Words can create light!

Humans come pretty close. What if someone can't see, fumbling on their path to the future, don't know the next step to take, and you come along and share your story. And by the time you get through with your good presentation to this person, they now say "I can see" .. "Before you got here I was blind".. "I was in the dark".. Is it possible to create light with words? Of cooourse!

One person talking to another. Mother to daughter. Salesperson to a client. Doctor to patient. Nothing more powerful, aweinspiring than words. Having the ability to dramatically affect peoples lives and future.

#Keys to good communication -
Number one - Have something good to say! Communication starts with preparation. getting ready to speak this year, getting ready to speak next year. attend the classes, read the books.

#Interest - Develop interest in people, in life, what's going on, economics, politics, religion, social structure, possibilities, opportunities,

#Fascination - Turn frustration into fascination if you can! With fascination you LEARN! That's how kids learn so much in their first years!

#Sensitivity - Gotta understand where people are coming from, people are not like you, people who got challenges and problems. Gotta be sensitive to other people, in the pit they are currently in.

Here's what was said about Jesus. They said he was 'Touched' by where he found some people, he was touched by the misery he found some people in. And he was 'Moved'. 'Touched and moved'. If you want to communicate well you've got to be touched and moved. Not just by your own drama of life!

Remember when you're 40 and talking with a child who's 12. Remember when you were 12, remember the scenario. Go back. GO BACK and let it touch you again, let it hit you again.

#Knowledge - You gotta go through exercises like this, gather the knowledge from books, cassettes and videos. Learn! Major part in communication is preparation.


#Saying it well - Number one, Sincerity. Best place to start if you want to communicate well is let your sincerity show. Next is repetition! The mother of skill! Some say Rohn gives a good seminar, well he should! 33 years in speaking! Repetition.

#Briefly - If you communicate well you don't need many words.

#Vocabulary - Gotta work on that! A survey made in prison showed that a poor vocabulary, had more tendency to poor behavior! And when you think about it, it makes sense. Words are a way of seeing. And if you don't have a good vocabulary, you can't see very well! Can you imagine the mistakes in judgment when you can't see very well?

#Expressing - What's going on in your head, what's going on in your heart.

What if you can't see well? And you can't express well? You can imagine the tragic scenario of ten years of that. Twenty years of that, showing no improvement. Behavior now becomes a major problem, and that persons world gets smaller and smaller, because they can't see! And soon they don't need much more than a cell. Their world is so small anyway! They don't need a bigger place!

Why not add a new word to your vocabulary every day? So you can see more, see better. Express better. What's in your mind, soul and heart.


#Read your audience - If you're talking to a child you got to study the face of the child. So you know whether to shift gears, come on a little stronger, ease off a little. Might be too strong. Search for another illustration, soft, strong. A lot of that is dictated by - reading your audience!

How to read? By what you see - Body language tells us something. Whether to go on, whether to stop! If you're talking to someone and they're leaning towards the door - That means you gotta hurry! They're not gonna be here long!

Read what you hear! Talking to a child you gotta be brief, a child's attention span doesn't last very long. After 30 seconds they ask "How long is this gonna take?".

Listen to the response, now you know whether to shift gears, or change your language. Find a new illustration, soften.

Read what you feel - Picking up emotional signals. What if you meant to say "What's troubling you?" to someone you care for and instead you say "What's wrong with you?".. Communication.


#Intensity - Words mixed with hate, mixed with love, mixed with faith, mixed with courage. That's powerful. Words have an effect but words loaded with emotion has an incredible effect!
Put more of you into what you say! Don't be casual in language.

Emotions has to be meassured, it can't be too much for the occasion unless it has been called for! Don't fire a cannon at a rabbit! It's effective but you got no more rabbit!

Well chosen words, mixtured with meassured emotion.

The more you care, the stronger you can be! The more you care as a leader the stronger you can get on and solving problems! The more you care!


#Learn to handle the negative - There wouldn't be positive without negative. Part of the life scenario. There's a times to laugh, and a time to cry. You've got to be so sophisicated and well educated that you don't laugh when it's time to cry! Learn to master negativity, it is not to be ignored, but to be mastered. You've got to do battle with your enemies, on the outside, and on the inside.

#The positive - The day that turns your life around.

#Disgust - Is a negative emotion but it can have a very positive, powerful effect. Disgust says: I've had it! What an important day that could be.. If you had to borrow money from your family, say, 10 dollars. And the other person says: What for? Before that day is over, decide that you will never ever ask again. Study opportunity, find it, put yourself through what's necessary, become wealthy in the process. And you will never have to ask again. Enough is enough.

#Decision making - If you cleaned up a list of decisions, it could inspire for the next 5 to 10 years. What an inspiring day you could bring yourself to decide.

#Desire - Wanting something bad enough. Sometimes desire waits for a trigger. Who knows what the trigger may be, a song, a movie, a dialogue, a seminar, a sermon, a book, an experience, confrontation with an enemy. Whatever experience it is, it's so valuable. Welcome all experiences! You never know which one is gonna turn everything on! Don't put up walls! The same walls that keeps out disappointment, keeps out happiness! Take down the walls, let the experience teach you.

#Resolve - Resolve says: I will. Nothing can resist the human will, that will stake it's existense on it's purpose! Shortly put: I'll do it, or die! Promising yourself you will Never give up! How long should a baby try to learn how to walk? Until! Read your books UNTIL your skills change! Go to seminars Until you get a handle on things! Listen Until it makes sense!
You will practice until you develop the skills! Apple by apple, book by book. Don't miss the chance to grow, and to resolve to pay the price Until you learn, change, grow, become. Then you will learn some of life's best treasures, when you pay that price!

As leaders of the community, in sales, management, parenting, mentoring. Learn to help people with their lives - Not just their jobs. Touch people with a book, with a poem, with some words. Don't fail to say something that could be meaningful. Help people with their lives, help them set their goals. Help them with errors, help them with mistakes. Not just get along! Not just hang in there! Try to build lives! With communication! Help kids with their lives! Not just their homework!

Ancient script says - If you work on your gifts, they will make room for you. Your gifts will make a room for you, a place for you, an opportunity for you!

Monday, May 26, 2008

Value Based Copywriting


Here is my notes taken from Harlan Kilstein's Value Based Copywriting

Please note that this is not a summary, just my inedited notes.

Enjoy

Value Based Copywriting

DVD ONE
DVD TWO
DVD THREE
DVD FOUR
DVD FIVE
DVD SIX
DVD SEVEN
DVD EIGHT
DVD NINE


DVD ONE

Why value based copy?

? fees are what you get for creating value
? people get paid for advice throughout history.
MINDSET CHANGE: You are not exchanging copy for money, you are building value, exchanging value. All discussions is going to be about vale. Value is high = fees are high
? Your fees are dependent on what your buyers puts on the value of your work.
? Your only job is to convince the buyer of the value of your work.

Rookie Errors:

1. Not understanding that value determine the fees.
2. When you get your first objecting (speed bump) you try to lower the fee. NEVER LOWER THE FEES. Tell them when they are serious the can call you.
3. Believing that the client is more concerned about the fee rather than value.
4. Failure to make a relationship with the real buyer.
There are three objections in sales:

• It's too expensive
• I need to ask my spouse, partner, ...
• In need to think about it.

You should have answers for those three at the tip of your tongue. (sleight of mouth)
It is ingrained in peoples mind that YOU GET WHAT YOU PAY FOR. You should be setting the value of your work. You client's budget DOES NOT matter. If you quotes a low price, you are the cheap guy, you work will be considered low quality and cheap. You don't want to be the low bidder. No one is looking for the cheapest surgeon they can get.
You want to get your clients so hot that they bribe you to accept their business.
Most of the time people will choose the most expensive option. Why? They think it provides the most value.
Relationship between fee and commitment:

Low Fee AND:
? They really want this job ===> Apathetic Client
? Low Commitment ===> Apathy, going nowhere
HIGH FEE AND:
? High commitment ==> Everybody's happy. Sale
? Low Commitment ==> No Sale

Gary Halberts concept of porcupines in heat. Porcupines goes into heat only ONCE a year. Is then or it's off for a year. Your clients are porcupines in heat. You have to get their money as soon as possible.

If you answer a request six month later, you will loose the deal. If you answer right away, almost immediately, your chances are you'll get the deal. [what about concept of takeaway selling?]
What you do on the phone sets the tone for entire thing so nobody's gonna think you are too eager.
Modeling: Taking a behaviour, distill from it critical elements and install it in someone else.

Whoever controls the timeframe (time) controls the negotiation. If they have a deadline, and you somehow take the dialogue close to the deadline, your chance are much higher in getting what you want.

From the time you will get back to them, the one who controls the time is you. And by controlling the time you control the negotiation.


DVD TWO

There is no competition. Your mindset should be there is a see of job that is not gonna lessen the water.
It's not how good you are , it's how you position yourself and make your brand and negotiate. Gary Bencivenga: "It all about who has more power in the relationship, it should be you."
Building relationships:

You need to find our what are your clients values.
Question to ask: "What is important to you about ....?"
Identify their values and only sell them the values. You should sell to people's highest level criteria, you should use their criteria.

Also applies to writing copy itself, write about their criteria.

What's important to you shouldn't be the first question. You have to do some information gathering.

What kind of metrics you have in place?

Gary Bencivenga Two words: "Yeah, sure!" for high money situations!!!!

Alexa number under 100,000 is very active. Under 200,000 is fairly active. You can check clients income claims from their website.

You should ask: "What is the current value of the project and the business?"
"You are making $300,000 in a niche that should be doing $1,000,000?" creating value , and positioning yourself.

You want to create the image of a rough as nail professional, "follow my advise and you'll be making money."


SIDE NOTE: One-Legged golfer, mr. x copies can be turned into anything.


What do they really want?

If you have clear costs and you give them vague benefits, they aren't likely to hire you.
If they know they are making a clear investment for clear results, they will be willing to give you a lot more money.


DVD THREE

Building the team:

When they come to you they want to hire you, but you want to be part of the team, SO

- Use the word "we" i.e.. this is what 'we' have to do....
- Talk about joint responsibilities, joint-accountabilities, etc.
- All questions should be about value. Value is high, fees are high.
- Your fees are dependent on the value the buyer puts on your services.

You can easily tripe, even quadruple what they want to pay.

Your only job is to convince they buy of value you're producing.

DO NOT DO THESE:

- Never quotes or even guess a fee before you established value. Give me a ball park?! Yankee stadium. No Ball Park we can't go on. Answer:

I had no idea you were bottom fishing. I thought you wanted to make money with this project. I thought it's all about spending time with your children. I had no idea you only want to spend one minute with your children. Attack his values.

? Never base fees on time.
? Never discuss other copywriters work in a bad way.
? Don't say anything bad about other copywriters. Only say good things. WOW, you got fortin to do a letter for you??! How is the letter doing? Aha, that's what you want to......
? Do not accept that you are always on call.
? Emphasize results not delivery. You don't want to focus on I'm going to give you this, this, this,...
? Never accept a pay-for-performance fee. You are a professional and you will get paid. Do don't ask a doctor if he's being paid if he couldn't cure you. Do not write on spec.
? Do not discuss how much work will be done.


DVD FOUR

Modelling Brian!


DVD FIVE

Criteria:

C3P4 Consultation From

C3: When you ask what important to you about question. Aknowledge what they say and go up what level. : Why is important to ... ultimately you will rich their highest level criteria. It happens when they start repeating themselves or tell you what do you mean why it's important.

Make your asking process natural.

Don't try to fix your client's problem. Just acknowledge it and make yourself part of the team.


DVD SIX

Spin Selling Process:

You want to get your client to emotionally cry. "If they're crying, they're buying"

The secret to getting them down emotionally is identifying their criteria.

Imagine a "U" shape, client enters at left upper side, goes down emotionally to the bottom of the U and exits (hire you) at the upper right part of the U.

Instant Rapport Formula (Unconscious Hello)

1. Put yourself in a neutral state. When you go up to the other party be very neutral and don't do anything.
2. Go up and say Hello and pay attention to what they do with their face, head, eyes, eyebrows or shoulders.
3. Whatever they did, do it right back to them.
4. They will acknowledge it, usually with a smile.
5. Respond to that with a smile (copy their acknowledgment) and look at their right ear to anchor it. (anchoring with 1 repetition??????????????)

C1: Say hello to their other than conscious using 'unconscious hello'.

C2: How to read a person like a book.

Identify their nonverbals. You have to ask simple yes or no question, so that you can calibrate their nonverbal reactions.

People always answer you nonverbally, before they verbalize their answer.

Then later you can ask questions like:

"I am wondering if you have enough information to go ahead with this project" Use the anchor and look for their nonverbals. If you get a no signal, it means you shouldn't go any further, you should back up to your last yes, represent it and build more value.

Another one: "Does this make sense to you?"

You shouldn't move to the next phase until you have a clear yes signal.


Once you have C1 to 3, you own the person!
P1: is present state questions:

"Please tell me about your current situation"
"How is the project doing now"

Do not fix the problem, or make suggestions as what you can do for them. Don't be afraid of seeing them in pain! Just ask them questions and listen to their answers. Be the best listener.

Move to their problems: Use the question s in the form.

DVD SEVEN

Pacing questions: from C3P4 form

Lets assume criteria is spending time with family.

Question: how spending time with your family would be affected if you don't take care of your problems.
"What are you missing out as a result of not taking care of your website."
"What are the consequences of not having this site done"

"What do you think we need to make this project successful?" The answer is wether :YOU or their PROBLEMS.

Ask them what they think the potential of their project is. Let them tell you what their expectations is. Let them set the value. You just reply with something like: "I can see it."

"What would the success of this project accomplish for you"

Important one:

"On scale of 1 to 10 how much do you want this project to succeed?" Anything less than a 8, IT'S NOT A CLIENT. You have to do a takeaway. "I am not sure if I am available to work with someone who's not committed to success."

Next question is how motivated they are; which will set them up. It's an embedded command.

At this point, client is very likely to ask you how much it would be to have you on their team. Answer: I'd like to get it down in print. how about give me 24 hrs and I'll email you a proposal. (Controlling the time, boss of relationship)

On the phone you can match their tone not their accent. Speak at the same pace. Then you can get their yeses and nos and measure their sounds!!!!!!!

Asking price: It's only by asking that you will get. Throw a genereage and see what happens. You can also use contrast: "My teacher for something like that would charge 25 grand, it happens that I have an opening for next week and can do it for you for 10" something like that.


DVD EIGHT

When visiting a website consider these:

1. Alexa Ranking
2. PPC Competition
3. Use SEO Elite to study number of searches
4. Look at price per click
5. Is there a name squeeze?
6. Is he or she building a list?
7. What happens when someone opts in.
8. The website, i.e.. the headline, the offer, the order page.
When you get the guy on the phone ask the following:

1. Numbers
2. Size of list, if any
3. number of autoresponders
4. back-end products
5. if there is a marketing funnel
6. How he gets traffic
7. If he's done or interested in doing direct mail
8. Who he thinks is the competitions
9. Evaluate the product

You have to do this to be able to build value.

You can also suggest video or series of videos.
Don't focus on what you do , focus on their criteria. it's your secret way to their wallet.

If they ask how much experience do you have in X market, answer;

"One of the things that I've found is that the tactics that we are going to employ in this project are so powerful that they transcend the limited market. What I do for x market is gonna work for y market. Of course I have to tune it to the corresponding market."

Fees are not based on what you do, based on value that you create.

"Sell the sizzle, not the steak"

Don't get suckered into guaranteeing results. Like promising 5% conversion or ....


Measurement (in proposal):

What are their measurements?
What are they real numbers?
It is realistic?
Long term goals of the project?
Is what they want measurable.
Establishing your fees:

What are objectives?
what is going to be measured, i.e. no. of affiliates, etc.
What is the value to the client?
Who else the client is talking to?
What has been done before?
Why are they doing this now?
Create enduring value for them, i.e. it's gonna make money for them the year after, after ,...
Transfer the knowledge to their organization.
Is there a model, any other website, etc. they want to model?
Planning your fees:

Discuss options but not your fees early on.
Place all the options on the table.
Break everything done into piece, name squeeze $500, website $7,500 etc.
Every item you suggest must provide value to the buyer.
If they say it's too expensive, your answer: what would you like to remove. Never lower your price.

PATTERNS:

People gonna say things like : "I can't afford you." BTW, if you don't hear this enough it means you are not charging enough.

There are three main objections:

1. I can't afford it.
2. Have to ask the spouse.
3. have to think about it.

Anything else might be a request for more information but not an objection, don't assume it's an objection.

Objection is a good thing in sale, cause it's an indication of interest. If they object, they are interested and they're begging you counter their objection.
Patterns of "I Can't Do X" because I've never done that before.

"I can't charge $15,000 for copywriting because I have never done it before."

In sleight of mouth, you want to do two things:

we have the cause, and effect; what we could do is to change the equation by changing the cause, by changing the effect or by changing the connection. If we change any of those thing, we don't have the same statement anymore.

Redefine it: "It's not that you can't do it, it's just that you've never done it." before.

Example: Objection is : "If i care about others, they will take advantage of me"

Redefine: "You are not caring for others, you are forgetting about yourself"

Chunk up: "Do people always get hurt when they feel for others?"

Counter-example: "Isn't it possible to care for others and take advantage of what they have to offer. Most people take advantage of those who could care less."

Play it with their Intent: "Their intent may be to take care of themselves, not to take advantage of you."

Model of the world: "In my model of the world, what you call caring seems like making oneself too vulnerable."

Change the frame size: "You don't care long enough to find out what the advantages of caring are, if everybody'd thought that who'd care."

Apply to self: "If I care about others, that's a pretty uncaring belief to have about other."

Dealing with "they'll take advantage of me" part.

Apply to self: Someone could really take advantage of this belief if they wanted to"

hierarchy: "would you rather to be taken advantage of or completely ignored."

Consequence: "believing this can certainly put you at a disadvantage in a relationship."

Redefine the effect: "They are not taking advantage of you, they're only not just setting the boundaries. "

Chunk down: "If you only partially care for other, which part would you take advantage of."


DVD NINE

Patterns for: "This house is too expensive, I can't afford it."

This house if too expensive:

Redefine: "Yes it does have exceptional value." "your prices are too expensive" ==> "yes, I am providing a lot of value to you"

counter-example: there are a lot of way to make expensive things affordable, many affordable buys turn out to be expensive later on.

Harlan's use of it: "yeah, that's true , I am expansive, so you can either hire me now and pay the price, or hire someone else and then hire me when you don't get the results that you want."

Intent: "I am only trying to give you the best buy for your money"

MOTW: "It may be expensive in your model of the world, but an experience high buyer would see it as a great deal."

"It may seem like a lot now, but when you compare the value that you're going to get over the next years it's a steal"

"That could be an very expensive belief, what could that belief be costing you?"

I can't afford it:

"Can you afford to believe a good value is to expensive"

Hierarchy of criteria: "Don't you think it's more important to get what you want than to save a few dollars."

In real world situations, all you need is one really good one, i.e. one approach like redefining.
You can also use sleight of mouth patterns in your copy to deal with potential objections.
Good analogy: "Clock is ticking, are you the iceberg or the Titanic?"
The spouse objection would come up less often.
Prepare your own sleight of mouth sheet, for money objection and for I need to think about it objection. They are the only two important objections that come up frequently.
"I can't say yes, because I need to talk to other copywriters."

Give an analogy like: "If your heath was in danger would you be price shopping for surgeons?"
The more you stack these stuff, the more difficult it gets for them to say no.
" The more you X, the more you Y" is a good one as people usually accept it. e.g. "The more quickly you make your decision, the more quickly you'll get the results you want."
The way to take action on what you learned in this course is to start doing things one step at a time and have an action plan. If you're serious, you will know how much money is out there. What you ask for in terms of money has nothing to do with talent, being smarter a better writer, it's about the desire to ask for more.

Monday, May 19, 2008

Notes from Robert Collier Letter Book


Robert Collier Letter Book

Pages 1 to 99

Getting the results you set out to accomplish with a letter is no more a matter of rule of thumb than is landing a fish with a rod and hook. You know how often you have seen some ragged urchin pull in fish after fish with the crudest of lines, when a “sportsman” near by, though armed with every piscatorial lure known to man, could not even raise a bite!

It’s a matter of bait, that’s all. The youngster knew what the fish would bite on, and he gave it to them. Result? A mess of fine fish for dinner. The “sportsman” offered them what he had been led to believe fish ought to have – and they turned their fishy noses up at it.
 
Hundreds of books have doubtless been written about the fine art of fishing, but the whole idea is contained in that one sentence: “What bait will they bite on?” Thousands of articles have been written about the way to use letters to bring you what you want, but the meat of them all can be compressed into two sentences: “What is the bait that will tempt your reader? How can you tie up the thing you have to offer with that bait?”

For the ultimate purpose of every business letter simmers down to this:
The reader of this letter wants certain things. The desire for them is, consciously or unconsciously, the dominant idea in his mind all the time.

You want him to do a certain definite thing for you. How can you tie this up to the thing he wants, in such a way that the doing of it will bring him a step nearer to his goal?

It matters not whether you are trying to sell him a raincoat, making him a proposal in marriage, or asking him to pay a bill. In each case, you want him to do something for you. Why should he? Only because of the hope that the doing of it will bring him nearer to his heart’s desire, or the fear that his failure to do it will remove that heart’s desire farther from him.

What is the right way to approach him? How would you do it if you were approaching him in person? If he were talking to someone, you’d listen for a while, wouldn’t you, and get the trend of the conversation? Then when you chimed in, it would be with a remark on some related subject, and from that you would bring the talk around logically to the point you wanted to discuss. It should not be much more difficult in a letter. There are certain prime human emotions with which the thoughts of all of us are occupied a goodly part of the time. Tune in of them, and you have your reader’s attention. Tie it up to the thing you have to offer, and you are sure of his interest.

Your reader glancing over his mail is much like a man in a speeding train. Something catches his eye and he turns for a better look. You have his attention. But attention alone gets you nowhere. The something must stand closer inspection; it must win his interest; other his attention is lost – and once lost, it is twice as hard to win the second time. Again it’s a matter of bait – you may attract a fish’s attention with a gaudily painted bauble, but if he once nibbles it and finds it made of tin, you will have a hard time reaching him again with anything else of the same kind.

Every mail brings you reader letters urging him to buy this or that, to pay a bill, to get behind some movement, or to try a new device. Letters as letters are no longer objects of intense interest. They are bait – neither more nor less – and to tempt him, they must look a bit different from bait he has nibbled at and been fooled by before. They must have something about them that stands out from the mass – that catches his eye and arouses his interest – or away they go into the wastebasket.
Your problem, then, is to find a point of contact with his interests, his desires, some feature that will flag his attention and make your letter stand out from all others the moment he reads the first line.

But it won’t do to yell “Fire!” That will get you attention, yes – of a kind – but as far as your prospects of doing business are concerned, it will be of the kind a drunken miner got in the days when the West wore guns and used them on the slightest provocation. He stuck his head in the window of a crowded saloon and yelled “Fire!” – and everybody did!
Study your reader. Find out what interests him. Then study your proposition to see how it can be made to tie in with his interest.

Bait – all of them. Find the thing your prospect is interested in and make it your point of contact, instead of rushing in and trying to tell him something about YOUR proposition, YOUR goods, YOUR interests.

What is the first thing to do in writing any business letter?
Before you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader – what feeling you must arouse in him.
Your whole effort must be centred on arousing the feeling in them: “Let’s go!”
For back of every successful letter, as back of every sale, is a created feeling that impels the reader to act as you want him. It is the whole purpose of every business letter, whether it be sales, collection, adjustment, or complaint, to make your reader WANT to do the thing you are urging upon him.

How are you to arouse that feeling in him? How would you have to feel yourself before you would place such an order as you have in mind, before you would grant such an extension, before you would send a payment to this man in preference to all others, at a time when it was an effort to send a dollar to anyone?
What would you want first to know? What about the proposition would interest you most? What would you feel you had to gain by accepting? What would you lose by refusing?
The Parisians have a formula for love letters: “Begin without knowing what you are going to say, and end without knowing what you have said.” That may be good medicine for love letters, but it was never meant for business. To do the Frenchmen justice, however, such of their letters as appear in print indicate that although they may not know what they are going to say, they have a pretty clear idea of the emotion they want to arouse in their reader, and they leave no stone unturned in the doing of it.
And after all, isn’t that the whole purpose of a letter? Books have been written about the importance of attention, and interest, and argument, and clinchers, but aren’t these mere details? When you come down to it, isn’t the prime requisite arousing in your reader the FEELING that HE MUST HAVE the thing you are offering, or that he cannot rest until he has done the thing you are urging him to?

When it is action you want, go after emotions every time!

The religion that brings masses of converts, that sweeps whole cities, is not appeal to the intellect – but to the emotions!

You want action of some kind. And to get action, you need to arouse emotion on the part of your reader. You may convince his intellect that the thing you want him to do is right and is for his best advantage, but until you arouse in him an urgent desire to do it, until you make him feel that whatever effort it requires is of no account compared with the satisfaction it will bring him, your letter is lacking in its most important essential. It may have everything else, but if it lacks that faculty of arousing the right feeling, you might as well throw it away. It will never make you money.

Appeal to reason, by all means. Give people a logical excuse for buying that they can tell to their friends and use to salve their own consciences. But if you want to sell goods, if you want action of any kind, BASE YOUR REAL URGE UPON SOME PRIMARY EMOTION!

What the world wants, and has wanted since the beginning, is NEWS – something to flag its jaded interest, something to stir its emotions.
Tell a man something new and you have his attention. Give it a personal twist or show its relation to his business and you have his interest.
If you want his attention, go after it as the newspaper paragrapher does. He knows he has to compete with a thousand other distractions, so he studies his reader and then presents first that side of the story most likely to attract the reader’s interest.
You have to compete in the same way for your reader’s attention. He is not looking for your letter. He has a thousand and one other things more important to him to occupy his mind. Why should he divert his attention from them to plow through pages of type about you or your projects?

You have, we shall assume, decided upon the emotion your letter must arouse in your reader to get him to do as you want. You know that ever man is constantly holding a mental conversation with himself, the burden of which is his own interests – his business, his loved ones, his advancement. And you have tried to chime in on that conversation with something that fits in with his thoughts. But some propositions do not lend themselves readily to this. What are you to do then? Look for news value! Look for something in or about your proposition of such news interest that it will divert the reader’s mind temporarily from his own affairs, then bring it back by showing how your proposition fits in with those affairs or is necessary to their successful accomplishment.

Catch phrases outside of an envelope the same as newspaper headlines purposes are to arouse the reader’s curiosity and make him go further into the story. So they have to be judged like any other headline, by the one standard – how successfully are they in doing their job? And the only way to find out is to test them against other headlines, or against plain corner cards.
When you have written a successful letter, when you have your appeal right, and you are looking only for ways to get more orders, then you will be surprised how these minor details can make that order record mount!

Lead him gently from one point of interest to another, with word pictures so clear, so simple, that he can almost SEE the things you are offering him.
Getting your reader’s attention is your first job. That done, your next problem is to put your idea across, to make him see it as you see it – in short, to visualize it so clearly that he can build it piece by piece in his own mind as a child builds a house of blocks, or puts together the pieces of a picture puzzle.
Take some familiar figure his mind can readily grasp, add one point of interest here, another there, and so on until you have built a complete word picture of what you have to offer. It is like building a house. You put up your framework. You add a roof, floors, sides, windows, doors, stairs, until you have your structure complete. You would not start with one side, or the roof. You get a solid foundation first; then you add to it logically, piece by piece, until you have your finished building.
Just so it is in building word pictures.
The ability of visualizing a proposition and of painting it in words so the reader can see it as you see it is one of the important factors in a successful letter, for it means describing your proposition in terms of things the reader knows.

Your sale must be made in your reader’s mind. Before you can get his order, it is necessary for your to register a sequence of impressions in his mind, the combined result of which will be to make him want the thing you are offering more than the money or trouble it costs him. And the method of registering those impressions lies in first picking something with which he is familiar, and building on that. It is the difference between having a foundation to build upon and resting your edifice upon shifting sands.

Put life into your descriptions – life, and when possible, a smile. Give your reader something that will stir him out of his indifference, arouse his emotions.
They revel in emotion at any and all times. So give them a thrill. If you want to describe your mustard, weave it into a story. Get the story back of your product. Give your reader a laugh or a tear or lump in his throat. Stir up his emotions! You will have no trouble interesting him then!

Most people like automobiles can be pushed or pulled along, or they can be moved to action by starting their own motive power from within, in either case YOU must provide the fuel. And the only fuel that will start the sort of action from within you want is DESIRE. Arousing that desire in your reader is known as the gentle art of exercising persuasion.
What is persuasion? Nothing but finding the motive that will impel your reader to do as you wish, then stirring it to the point where it is stronger than his inertia, or his economical tendencies.
To do that, you must show how he is going to benefit, and you cannot do it unless you have the faculty of putting yourself in his place. Would YOU be richer, healthier, happier for having done the thing you ask? Would it help your standing with others? Would it enable you to do anything, write anything, say anything better than you could before? Is it something every one should have? Would it gratify any passion? Would it enable you to help those you love? Would it prevent loss of money or of the respect of others?
Only the new letter writer selects the arguments that are nearest to hand – the viewpoints that appeal to his own selfish interests. The experienced writer asks himself such questions as those above, then picks the motive that is strongest, and presents it from the viewpoint of the reader alone. He shows what it will do for the reader, what it will add to his prestige, to his power, to his comfort, to the well-being of those he loves.
Description of your products is necessary, but description, no matter how interestingly done, will never sell your product by the thousands. It is what it will do for the one who buys it that counts!

There are six prime motives of human action: love, gain, duty, pride, self-indulgence, and self-preservation. And frequently they are so mixed together that it is hard to tell which to work on more strongly.

The more motives you can appeal to, of course, the more successful you will be, but it is important that you differentiate between the motive that makes him desire a thing and the one that impels him to take the action you desire, for the whole purpose of your letter is to make your reader act as you wish him to. He may not want to pay a bill, for instance. He may need the money badly for himself, and all his inclinations may be toward keeping it in his pocket. But if you can “sell” him the idea that his credit means more to him than the possession of the money or anything it can buy him, you have touched the right motive.
What has he to gain by doing as you wish? What to lose by refusing?

Summed up, arousing the right motive comes down to making the reader want what you have to offer, whether that be merchandise or money or credit or merely a clean bill of health – NOT merely for what it IS, but for WHAT IT WILL DO FOR HIM!
When you can get him thinking along those lines, when you can bring home the advantages that will accrue to him from doing as you wish, in so effective a way that he wants these more than anything or any trouble they may cost him, then you can feel that you have demonstrated the gentle art of exercising persuasion.

…for their main argument they used PROOF

In the beginning, of course, it was more difficult. They had no ten thousand customers to refer to. So at the start they depended for their proof upon the “free-examination-no-money-until-you-have-tried-it-for-a-week” plan. That helped to establish confidence. And as fast as they got an order they did their utmost to turn it into a satisfied customer from whom they could get a testimonial. The testimonials were bait, and with them they tempted every man in the town or state where the writer lived.
That the idea was sound was proved by results.
Statements that, coming from themselves, would have been laughed at, were accepted at face value when they came from the mouths of their customers.
…backed up these statements with the “free-examination-no-money-until-you-have-tried-it-for-a-week” idea, which showed they not only believed the statements to be true, but had every confidence in the ability of the goods to back them up.

Let some third person make the statement apparently from excess of enthusiasm over the wonderful value or service he has received and we prick up our ears. Let that statement be backed by positive proof and we are ready to risk our money. For that reason it usually pays to put a testimonial into every letter you write.
For why doesn’t your customer pay his bill? Frequently because he is not satisfied with your product, not quite sold on the idea that it gives as good value for the money as he had expected. More than anyone else, he needs to be convinced of this, and what surer way to convince him than through the mouth of someone who has used the product?

There will never be a time when a testimonial that has the ring of truth about it will not be a potent factor in dispelling doubt in the mind of a hesitant customer.

In every sale there comes that same critical moment. Your prospective customer is almost convinced. You have his attention, you have aroused his interest, you have just about persuaded him that he must have the thing you are offering, you have proved to him beyond question that it is the best or the cheapest; but he is not quite ready to sign on the dotted line. Caution, inertia, call it what you will, urges him to hold back. Desire, the appeal of a bargain, is goading him on. He is hesitating, teetering, first this way and then that. Too much urging will make him draw back. Too little will leave him where he is. What are you to do?
Give him a push without seeming to do so. Supply the impulse that will make it easier for him to go forward with the crowd than to stand still or draw back. How are you to do it?
You already know the motive it is necessary to arouse to make your sale, so look for some easy preliminary task on which you can set that motive busy. Then see if you can make it easier for your customer, already started, to keep going forward than to stop and turn around and go back.
“Come and look at our beautiful new models” – that’s all. “No obligation whatever. It will be a pleasure to show them to you.”
You go, and what happens? Does the salesman urge you to buy? No, indeed! He shows you around most readily, notes the car you like, gets you to sit in it, try the hydramatic drive, to sense all the comfort and luxury of the car. Then he asks you if you would like to drive it out to the country next Sunday – “just to see how beautifully it runs.” He has it in front of your house at the appointed time or a little before. He gives up the driver’s seat to you at once. He says nothing about the sale – just calls your attention to the gentle purr of the motor, to the way it breasts the hills, to this little comfort and that knickknack. And when he gets you back to your door, he gently insinuates: “Now, what time shall I send it around tomorrow,” or “Well, let’s take a look at the old car now, and see how much we could allow on it.” And almost before you know it, you have a new car.
That is salesmanship. And that is the sort of salesmanship you must put into every letter. Just remember that nearly every man balks at making a decision that is going to cost him money. He wants time to think it over. He hates to commit himself definitely. So humor him. Tell him frankly: “Don’t decide now. Plenty of time for that later. Just fill in your height, your weight, and your collar size on the enclosed card, and we’ll send you a Keepdry Coat in your exact size. Try it out. WEAR it for a week. Take it down town and compare it with anything you can find in your local stores. THEN decide.”
Nothing to worry about, no decision to make – just look at the coat when it comes. If it fits nicely and you like it, wear it down town and compare it for value with coats in the stores there. After all, there is nothing final about it. If you change your mind, you can easily send it back.
But when the coat comes, what happens? You may be away, or the weather is warm, so you do not wear it. And it lies around the house for a week or two. Then along comes a bill. My, you will have to get at that coat and try it! You get it out. You are reasonably pleased. You wear it a few times and get some spots on it. Seems a shame to send it back then, and anyhow, many of those who bought it said they could not equal it at twice the price. Of course, you have not had the time or energy to go in and compare prices yourself. Oh, well, it’s a pretty good bargain, and too darned much trouble to send back now whether it is or not. Box it came in is probably thrown away. And so another sale is made. Not just the best kind of sale, of course, but probably the average sale.
Certain it is that the same principle holds true of almost any kind of selling. Wherein is the difference? The yacht sale ran into bigger figures and employed a bit more finesse – that’s all. In its essence, it was the circus barker and his helpers all over again. And though the method may vary, the psychology back of it is necessary in every sale that is made.
Your reader, in short, is interested, but hasn’t quite made up his mind. He balks at putting his name on the dotted line. “Some other time!” “Tomorrow!” That little word “Tomorrow” – “Manana” – is said to have been the cause of the Spanish people’s decline. Certainly it has cost many a salesman and sales letter writer his job, for more than all other causes put together, it has lost sales.
So do not give your prospect the chance to spring any “Manana” on you. Beat him to it. Tell him not to decide now – ON YOUR MAIN PROPOSITION. Instead, put his mind to working on some minor point – and you will find that a favourable decision on it will, in three cases out of four, carry the major proposition along with it!

As the tail is to the kite, as the rudder is to the ship, so is the close to any important letter. It may be a perfectly good letter aside from that. It may fit right in with the reader’s thoughts, it may win his interest, it may spur him to action, but if it does not tell him WHAT to do, if it does not provide a penalty for his not doing it, your prospect will slip away from you like a fish off an unbarbed hook.
There is just one reason why anyone ever reads a letter you send him. He expects a reward. That is the key to holding his interest. All through your letter you keep leading him on, constantly feeding his interest, but always holding back something for the climax.
You come to it. You make your special offer. Your reader is impressed. He promises himself he will give it favourable consideration. But you do not want favourable consideration. You want an order or a payment. How are you going to get it? Start your impulse, as outlined in the last chapter. But if that does not work, what then? PROVIDE A PENTALTY!
There are only two reasons why your reader will do as you tell him to in your letter. The first is that you have made him want something so badly that of his own volition he reaches out for your order card to get it. The other is that you have aroused in him the fear that he will lose something worth while if he does not do as you say.
It may a delinquent debtor in fear or court action or loss of credit standing. It may be a buyer fearing to lose his chance at a bargain. It may be the merchant fearing to lose your trade. It may be the ambitious youngster fearing to lose an opportunity for advancement. But unless your close can arouse in your reader the fear that he will lose something worth while if he does not do as you tell him, you will get no results.
So when you want to inspire fear, BE DEFINITE! Be specific! If you are threatening suit, tell your reader that unless you have his remittance or a satisfactory explanation by a certain date, the account goes to your lawyer. If you are going to advance your price, and want to corral all the orders possible at the old figure, set a definite date for your advance. Or if you have only a few articles left, give the exact quantity.

A successful close has two parts. The first is the persuasion and inducement. It shows your reader the gain that is his by ordering, the chance of loss he takes by delay. It emphasizes the guarantee and minimizes the cost.
When your reader gets that far, he is almost ready to act, but your close lacks a hook. What must you do to get all these things? TELL HIM! Make is so plain and easy he will not have a reason for not ordering. If you do not, you have not finished your letter, and lacking the barb of that hook, your reader is likely to lapse from his “almost ready” attitude back into indifference.

To sum up, every good letter contains these six essential elements:
1. THE OPENING, which gets the readers’ attention by fitting in with his train of thought and establishes a point of contact with his interests, thus exciting his curiosity and prompting him to reader further.
2. THE DESCRIPTION OR EXPLANATION, which pictures your proposition to the reader by first outlining its important features, then filling in the necessary details
3. THE MOTIVE OR REASON WHY, which creates a longing in the reader’s mind for what you are selling, or impels him to do as you want him to, by describing – NOT your proposition but WHAT IT WILL DO FOR HIM – the comfort, the pleasure, the profit he will derive from it.
4. THE PROOF OR GUARANTEE, which offers to the reader proof of the truth of your statements, or established confidence by a money-back-if-not-satisfied guarantee
5. THE SNAPPER OR PENALTY, which gets immediate action by holding over your reader’s head the loss in money or prestige or opportunity that will be his if he does not act at once
6. THE CLOSE, which tells the reader just what to do and how to do it, and makes it easy for him to act at once
…after a time [these rules] come to be almost second nature so that you weigh each of these features without being conscious that you are doing so. You may even mix them all up into one grand goulash, so that to the beginner they will seem to be not there at all, but they – or their close relatives – are in every successful letter.

Rules, however, are merely the start. They are the mechanics of a letter. Real letter writing only starts here. It is getting the FEEL of your message that counts.

Our first letter pulled so well, we tried a number of others to determine how many follow-ups we could profitably send on these old leads.

You have seen as good or better ones many a time. But they had this virtue. They brought back what they went after – the orders. They sold many hundreds of thousands of dollar worth of books. Why? Because they set out with a definite goal in mind and they made every word carry them one step nearer that goal.

The first sale is the hardest. After it, the rest come easily. When you try by mail to interest a man in your product, your most difficult task is to win his confidence, his belief in your statements. That is the reason for the free-trial offer. That is what makes necessary the money-back guarantee.
So when you have made on sale to a man, your hardest job is done. From then on, your real profit should begin. Where it may have cost you 10, 20, or even 50 per cent of your selling price to make the first sale, your second one should seldom cost you more than 5 to 10 per cent. Why? Because your customer believes in you! You have sold him something; it has proved to be all you claimed for it; therefore he feels safe in trusting anything you may say to him in the future.
That is why the big mail order houses will cheerfully spend several dollars to get a customer’s first order. That is why experienced users of the mail oftentimes offer to the general public only small units of sale like $1 or $2, knowing that a man will much more readily take a chance on a low-priced item with someone he does not know, and that a satisfactory transaction at this low figure tends to establish confidence just as surely as a big sale.

Once you have won your customers’ confidence with an article that has done all you promised for it and more, you should be able to sell 10 per cent of them any related product. Of course, if you keep going back to them every month you are not going to sell 10 per cent each time. But if your offering is something a large percentage of your customers can use to advantage, you will get a profitable volume of orders every time you write them.

What was responsible for this big sale? The same thing that is responsible for any sale – making your reader WANT it! … we gave him enough of the stories themselves to arouse his own interest. We gave him enough, but not too much. Then we told him that everybody was reading them, that they were the equal of a university course in practical psychology, that even without their story interest they were worth all they cost just as a study in human nature. And finally we gave him a reason why he must order at once or lose a really worth-while free premium. In short, we aimed first at making the reader want the stories for themselves alone. When we felt we had succeeded in that, we gave him as many excuses for buying them as we could think of, and a real reason why he must do it right away. And lastly, we made it easy. We sent him a post card that brought the books to him without cost or obligation for a week’s free reading. We told him he could browse through them as much as he liked, see for himself how interesting, how invaluable, the books would be to him. THEN decide!

It was not more effective copy that made all the difference. IT WAS THE PLAN BEHIND THE COPY!
We had been trying to sell the books as the most graphically interesting and authoritative history of the war, and they wouldn’t go. Why? Because the war was but recently over and most people felt, rightfully enough, that the facts were not all out yet and that they would wait to get their history until the real, inside story was available. So we had to find a reason why they should order at once.
We found it in a premium: six little volumes of intensely interesting true stories of the war. We offered them free if the reader would send in his order at once. Instead of 5000 sets in more than two years, we sold nearly 35000 in less than one year!
Then the sale dragged. What should we do? What had succeeded on O. Henry? A last-chance offer? So the second year we made it “Your last chance to get True Stories FREE!” and sold another 25000 sets!
After the sale was all over, and neither “True Stories” nor any other premium seemed able to resurrect it, we still sold about 10000 with the old standby – the damaged-set letter. That is one letter that has never failed us after any big sale.

How is it that a letter which sells histories and O. Henry stories in unusual volume is just as successful in selling bed blankets and travelling bags?
Because the one constant factor in selling is human reactions. We seldom try to sell merchandise. We sell ideas. And my experience has been that a fundamentally sound idea that will sell books in great volume will be just as successful in moving travelling bags or bed blankets or any other merchandise, if properly adapted to them.
The adapting is the job. Many writers make the mistake of thinking that if they copy the WORDING of a successful letter, their letter is bound to pull too. There is no bigger mistake. The wording counts for little. It is the way you adapt the idea back of the successful letter that counts.

They thought mere words could do the trick. Words are empty sounds. It is the images back of them that count!

There has to be something remarkable about the work itself, as a rule, although it is even more important that there be something remarkable about the advertising, as proved when Nelson Doubleday took an ordinary book on etiquette and sold a million copies of it by extraordinary advertising.
Not every book will lend itself to such a sale even with the finest advertising, but the sale of any book can be greatly stimulated by the proper kind of advertising. It is merely a matter of finding the primal human motive to which your book appeals – be it love or gain or fear or ambition – and then directing your appeal at that motive.

Testimonials alone will not sell books by mail. You need more than that to arouse the interest of the average reader.

What should we do next? Many people would have been satisfied with that, but after the way we had been able to sell $1,000,000 worth of O. Henry stories for two years in succession, we were not going to give up Wells without getting a lot more out of it than a single year’s sale.
But we had to change our offer. We had been over all our regular lists twice, with different letters and circulars. Now we must get not only a different letter, but a new reason for buying.
…so we decided to bring out the new edition in four volumes, and price them at $9 if bought alone, or $12 with a year’s subscription to our magazine.
Then came the question of how to sell them. The circular was easy, for Tut-ankh-Amen was then very much in the public eye. So, since there was not much in Wells about him, we based the circular upon his great father-in-law, Akhnaton.
…but the important thing was the letter. We had already worn out the bargain appeal and the special reservation and all the usual mail order stunts.

The point would seem to be that if you can tie in with what people are thinking about and interested in, you can sell anything. And that particular form that your letter takes is far less important than the chord it happens to strike.

The easiest man to sell is the one who previously bought books by mail. Circularize lists of people who have bought kindred books by mail.

Get an idea that is psychologically sound and it will work on anything.

I had read somewhere the account of a manager whose company had been at swords’ points with a certain competitor for years. It was very much to the interest of this man’s company that the two should get together, but no one had ever been able to heal the breach. Finally, it occurred to him one day that the man we feel most kindly toward is the one for whom we have just done a favor, so he went to see his competition and asked the rival manager if he would do him a favor. Certain of their customers were taking advantage of their terms. It had to be stopped, but he didn’t know how to do it without incurring their ill will. The other manager was more experienced than he. Would he not do him the favor of telling him how he handled similar cases?
The rival manager opened up like a rose to the morning sun, and their little talk started up a friendship that quickly healed the breach between the two companies.
Well, it occurred to us that there was sound psychology back of the first manager’s action, and it ought to work with letters as well as in person, in overcoming indifference as well as enmity.
You see, the product is of minor importance. There was scarcely a man in the whole place who did not know more about raincoats than I. But it was not raincoats we were selling. It was an idea – in this case, the idea that by specializing on one grade of coat, one cloth, one style, and making it in every conceivable size, we could not only save you money, but give you a better coat and a more perfect fit than you could get at double the price in stores.
We did not need to know anything about coat manufacture to convince you of that. All we needed to understand was human reactions to certain ideas, and these are what we studied.

To give a convincing reason why you are able to offer a lower price than your competitor is one of the most important essentials of selling. Mere reductions are not enough. There are too many ways of skimping on quality and taking it out in a bargain price. You must have a logical (and convincing) reason why your price is low.

Of course, there was nothing damaged about the coats, but the odd sizes and colors furnished just as good an argument, and, as it proved, just as effective bait in landing orders.

Notice how readily the idea adapts (ie damaged-set letter) itself to overcoats, just as though it had never been used for anything else. That is my experience with most basic ideas. If they are good for selling one product, they can be adapted to selling almost any other product.

What did you do to keep your customer sold AFTER you had received his order? We met that problem by using every opportunity to re-sell the customer on his purchase. In acknowledgement letters, in bills, in the enclosure that went with each product, we had in mind the truism that the sale is not made until the goods are paid for, so we tried to put salesmanship into each of these.

If you offer one article you will usually get more orders than if you offer a choice of two or more articles.
You see, making choice involves hesitation. And in selling by mail, the customer who hesitates is lost to you. Even in giving free premiums, we found that offering the customer a choice of two or more premiums cut the number of orders.
So I have always been an advocate of selling one thing at a time – a travelling bag or a coat or a set of shirts at a unit price for the lot.

The best mail order buyer is the one who has already bought other products by mail.

It is ideas that sells goods – not mere descriptions of the goods themselves. Ideas are the only things that count, and the idea that will sell vast numbers of books can be used just as effectively in selling raincoats or travelling bags or overcoats or shirts!

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Individual opinions counted for little with us, no matter whose they were. It was not one of us we were trying to sell. It was the consuming public. So the only voice we heeded was the voice of a customer.

One of the things we had learned, in sending mailings to our customer lists ten or twelve times a year, was the need for varying the appearance of our letters and circulars. We found that if we used the same style of envelope and the same old letterhead month after month they were never even opened; but when we changed everything about them, even their size and color and the corner cards, it was like circularizing a brand new list – so much better were the results.

An idea that will sell one product successfully is just as potent in moving others. (ie ‘Once in a Blue Moon’ announcement for bringing out a book of unusual interest as well as working even more successfully in announcing a new feature on a travelling bag)
…there were two or three details about the giant letter that added materially to its pulling power. The same of the cowhide was one. We found that by putting it on the letter added from 15 to 30 per cent to the number of orders. The numbered special features with arrows pointing to each helped, as did the “Plain Arithmetic” showing the savings. But probably most helpful of all was the $1,000 Reward that, with a picture of the bag, occupied the last page.
This reward created more comment and seemed to do more toward satisfying prospective buyers that the bag was all we claimed than any other feature of the letter. It worked so well that we used it later on other items such as raincoats, overcoats, and the like.

“Will you do me a favor” appeal

The only limit to its sales was the limit of its ingenuity in presenting its sales appeal. That – and the number of names it could lay hands on of people who had bought other products by mail.

What was it sold these? The bargain appeal, of course. But a bargain offer is of no use unless you make it convincing. We had a real reason for our bargain, so it succeeded. And we backed up the bargain with seven points, which showed the buyer that despite the low price, he was getting every feature of a fine shirt.
That is even more essential, you know, than the bargain, for though low price is a lure, it never gets far unless backed by reasonable quality.

The only thing about selling by mail you can be sure of is that you never know what you can do until you try. So we tried anything at once. And some of the things we learned were surprising.
…he stated that no one but a fool would try a certain form of mailing, our tests showed that his particular form added 35 per cent to the pulling power of our circulars!
We determined early in the game that we would be guilty of every sin in the Decalogue rather than the one unpardonable sin of knowing it all. So nothing was too bizarre for us to try.
…and the trend of all these tests seemed to be that anything which tended to make your letter seem more personal added appreciably to the number of your orders.
There were literally hundreds of tests. A book could be written about them alone. But by the time it came out it would be of little value. For the fascinating thing about this selling by mail – the thing that makes it impossible for any man or set of men to know all about it – is that it is continually changing. What you learn today you must unlearn tomorrow. You have to keep trying – and testing – and then just when you reach the point where you can arise and state with authority: “This you can do; that you cannot,” along comes some darned fool who knows none of the rules and sells a million on the very plan you just said could not be worked!

The bag was really so convenient and such a bargain that we felt sure if we could once get it into a doctor’s hands he would never let a little matter like $7.95 interfere with his keeping it. So we started looking around for a premium that would not cost us much, yet would have a universal appeal to every doctor.

“Will you accept this little gift?”

A little knowledge can drop money faster selling by mail than gambling in the stock market.
And yet, properly run, there is no safer business on earth. You need never risk anything but the cost of a test.
…gambled the cost of a couple of tests, found that they could sell so many sets to each thousand names they circularized, multiplied that by the number of names available, and knew just what they could safely contract to do.
There were no manufacturing costs, no inventories to worry about, no commitments. If the test had been a failure, they would have bought enough of the bookstore edition to fill the orders received and been out nothing but the small cost of the tests. If the bookstore edition had not been available, they would have returned all money received, notified those who ordered that circumstances made it impossible to go ahead with the project, and closed the matter. Is there any other business where future projects can be forecast with such certainty and at such small expense?

The real profit in selling by mail lies not in the first sale but in the succeeding ones. If you cannot sell a second product to a fourth of the people who bought your first one, then there is something wrong with your methods or your product. Repeat sales on books or merchandise are analogous to the renewing subscribers on a magazine. The magazine that cannot renew somewhere near half its subscribers is headed for a fall, and the same is true of the mail order merchandiser who cannot sell a second time to a high percentage of those who first bought from him.

As usual when we had a new product to offer, we tried half a dozen letters, then used the best of them.

But when we delivered the lesson, we sent with it a copy of another one that elaborated the same idea and thus left the reader even better satisfied because he got more than he expected.

All of us, he points out, are consciously or unconsciously using ‘Tested Selling Sentences’ morning, noon, night. Some of us use them to sell ideas, others service, and others actual merchandise.
Little Willy wants an extra slice of bread and jam; sister wants 35 cents for the movies; Dad is scheming how to get out of the house for lodge that night; and Mother is planning to have Dad sweep out the cellar – while around the corner the preacher is planning a visit on the household to make it more church conscious … and one and all they have their own pet “Tested Selling Sentences” they plan to use on one another!
The butcher, the baker, the candlestick maker, all trades and professions have their “Tested Selling Sentences.” The dentist says, “Now, Willy, this won’t hurt you – MUCH!”
The doctor, the lawyer, the undertaker use them. The barber says: “And now how about a NICE shampoo?” When you refuse with your best “Tested Selling Sentence” about being in a hurry to meet your wife, he proceeds to poke you in the eye with his elbow.
Hidden in every spool of thread, or row of safety pins, are reasons why customers will buy.
One sales person says: “These safety pins will not burst open in the garment and injure baby”
Another says: “This thread is waxed, Madam, and will not twist in the hand while sewing”
Another has found real magic when he says: “This suit has long pants, Sonny, like your Dad wears”
Another says: “This fly swatter is square, not oval, and gets them in the corners!” How many times have you missed a fly by only a fraction of an inch? Well, they are making fly swatters square now, to get ‘em in the corners!
“This union suit is buttonless, and the child can put it on by himself!” What a “tested selling sentence” for the woman who has to dress and undress little Johnny five times a day!

“How about a pipe today, Sir, only $1.00?”
“Not interested,” said I.
I surmise the clerk has had many a refusal that day as a result of using the inane approach, since he began to tap nervously on the counter with the pipe; just then a man came up and said, “Say, is that pipe non-breakable?” “It sure is!” said the clerk, coming to sudden life, “Why I’ve been tapping it on the counter all day!” “I’ll buy one,” said the man!
By accident, the clerk had hit upon a real “Tested Selling Sentence” He sold so many pipes that week using the sentence that he was placed in the advertising department of this national chain of stores, and this is a true story!
Why not give this salesman, and all others, sentences tested to make sales more sure-fire, so that sales persons will say something else of our products than, “How about a pipe today, Sir, only $1.00?”
Just the fact that a sentence sounds reasonable to you does not necessarily indicate it will sell! Why gamble with unknown sales phraseology? Why not take advantage of modern science?
…What he said of word-of-mouth selling is just as true of the printed word. We have found for instance in selling through the printed word a number of tested openings that almost invariably win the attention of the reader. (i.e. the “How” appeal seems strongest, a book on success would sell twice as many if it were titled How to Win Success as it would if were called merely The Rules of Success)

Beware of the letter everyone admires for its cleverness. It may bring you a great meed of praise – but few orders. The good letter is one that leaves your reader hardly conscious of the letter itself, so interested is he in doing the thing you want him to do.
Of course, there is the occasional letter that combines cleverness with a really effective appeal.

We all like to feel important. Anything that raises our ego, that makes us feel more necessary to the general scheme of things, is sure to please us. The cleverness of the foregoing letters lies in their ability to feed our vanity, without making it too apparent that this is the real purpose of the letter.

When you find an approach that is unusually successful, it pays to develop it to the utmost; to develop it – and then extend it as far as possible to ideas of similar nature.

There is no one best method of approaching your reader. And no one person knows all the successful methods. But experienced advertising men have learned a number of ways that work well in a large majority of cases, and unless you know better ones, it pays to use these tested methods. They go far toward taking the guess out of advertising.

The one thing that should always be borne in mind is that it is not merchandise you are selling, but human nature, human reactions. The movie people have found that people always respond to certain motivations, so they have their guaranteed laugh producers, their guaranteed methods of turning on the tears, and so on.
They can show the little boy kneeling at his mother’s knee, praying – “God bless Daddy and bring him back safe,” and be sure of wringing a tear from every woman in the audience.
In the same way, you can take an approach that has successfully sold a set of books, and with very little change, adapt it to selling shoes or socks or luggage or any one of a thousand other products – and be just as successful in disposing of these!
A knowledge of your product is essential, of course. But familiarity with human reactions, human response to familiar stimuli, is even more important.
Oftentimes when we have been asked to write a letter about some new product, we have sketched the first rough draft of it without seeing the product at all, or knowing any more about it than our average reader. We put into that first draft everything that we should want in the product if we were buying it. Then – after we had our mental picture of the ideal product from our point of view as a user – we took the product itself, studied it, and determined how it compared with our ideal. Many times it has been an approach developed in this way that has proved the most effective way of selling the product.

…the headline of an advertisement accounts for 60 per cent of the pull of that advertisement. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.
Personally, out concern starts with the outside of the envelope.
…after these come the stunt letters, like those with a penny pasted at the top, or a new dime or German mark or what-not. All are designed to win attention and thus get themselves read.
As to the motives to appeal to when you have won the reader’s attention, by far the strongest, in our experience, is vanity. Not the vanity that buys a cosmetic or what-not to look a little better, but the unconscious vanity which makes a man want to feel important in his own eyes and makes him strut mentally. This appeal needs to be subtly used, but when properly used, it is the strongest we know.
Next to it, perhaps, is the premium of “Gift” idea – starting your letter with a gift of some unimportant article, to lead your reader on to the buying of your real product.
Selling, you know, is just a matter of making people WANT some one thing you have, more than they want the money it costs them. And the easiest way to make them want it is by sugar-coating your offer as a doctor sugar-coats a bitter pill – for oftentimes it is bitter to dig up money for something you do not really need. This sugar-coating takes many different forms, of which the gift or premium is the most common.
Gifts or premiums can just as readily be used to sell dental supplies or groceries or furniture or lots. In fact, the principle is as old as selling.

To sum up – one of the strongest traits in human nature is the desire to be somebody, to feel important, to be necessary to the community and those around us. And many proved ways have been found of successfully approaching people through this harmless strain of vanity that is in all of us. Why blaze new trails when there is a paved road already laid?

“The enclosed card is of real value to you, and has been registered in your name. It is for your personal use only. If you cannot use it, we should feel obliged if you would return or destroy it. For it brings to you and a select group of well-known book-lovers the chance to examine that new this or that, etc.”

Follow in the footsteps of some of these users of TESTED approaches, PROVED appeals, and you will take the guess out of your advertising and put profits into your tills.

Letters that will work on such difficult accounts must have back of them a fundamentally sound idea, and it seems to us these four had. For what impels a debtor to pay you? Two things only – fear or persuasion. If you can stir up in him the fear that he will lose his credit, if you can hold over him the threat of a judgement and foreclosure or garnishee, you will get your money if it possible for him to pay it. You will get your money, but you will lose his good will – and his trade when he is able to buy elsewhere.
How much better then to use the sort of persuasion that leaves a smile in its wake, that extracts the money, but instead of an aching void, leaves in its place the pleasant glow of a favor done for a friend.
But the fact that it is pleasantly expressed need not take the firmness out of your letter. On the contrary, it makes it the more necessary that you put it there plainly, unmistakably. If there is anything better calculated to lull a debtor into a sense of security than a “Trusting to hear from you” letter, I hope never to meet it.

…the idea back of them is sound – that the difficult part, and the important part, is to get your debtor’s attention, and anything that will attract his attention long enough to get you a hearing will add greatly to your collections.
…when you are selling something that requires further work on the buyer’s part, it is frequently necessary to re-sell him on the desirability of your product before you can collect.
…then there are always premiums for prompt payment, and cash-ups on instalment accounts.
…of course, the most successful collection series is the one that combines all these features to the greatest possible extent, alternating one form with another. When you threaten, for instance, you frighten a certain number of your debtors into paying, but the chances are you simply anger the others. If you next letter contains a stronger threat, or even the action implied in your previous one, its principal effect is going to be to make the recipient angrier than they were before.
…Ruffle them up with a threatening letter, you will land a certain number of payments. Smooth them over with a cash-up or inspirational letter or a stunt like a pin or string letter, you land a lot more payments. Stir them up again with a stronger threat, and keep alternating one with another and you will get every cent it is possible to collect from them.
In collection letters, as in everything else, it is well to remember that you can catch more flies with honey than vinegar. And another thing – the threat of action is even more effective than the action itself – provided your debtor believes your threat is not mere bluff. The law is the last resort, and unless a large amount of money is involved, it is seldom a profitable resort. A letter from a lawyer, on the other hand, is one of the most effective collection of delinquent accounts that there is. But is seldom pays to go beyond the letter.
Close collections, as a rule, are good collections. If you follow up a man the moment his account starts to lag, if you camp on his trail and keep reminding him courteously, BUT FIRMLY, of that overdue balance, the chances are that as soon as he is able to pay you will get it.

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Showmanship always does get a hearing. The most successful bit of showmanship we have ever seen was the famous Dollar Bill letter.
…for no matter how well you maintain the mailing list and prepare copy – it’s all wasted if your message isn’t read when it reaches your prospect’s desk.
What are such gadgets? They are attention-getters or eye-openers attached to the top of the letter.
Why? To keep that letter or circular on top of the desk where it has some chance of accomplishing results. Such letters have increased circulation, sold goods, brought inquiries, because they are read and shown to others.
How? Hook up the main idea of the letter to the appropriate gadget, so the reader will keep the idea in mind and even talk about it to others.
…catch the eye and win the interest of their readers…(i.e. perfuming your letter, handwritten name, brush script, wedding ring, pen script…)
…a carbon copy used as a follow-up often will out pull the original letter. The strategy is to use a memo form to call attention to the fact that since no reply has been received, it was assumed that the letter had been lost or mislaid.

The purpose of all such “stunts” is to attract the reader’s attention and get him into your letter. But like all stunts, they must be handled in such a way that the reader’s interest, when won, may be guided quickly to the main idea of the letter.
A circular letter is like a door-to-door canvasser in that its most difficult job is to get a hearing. Gift offerings and stunts and unusual openings help in this.
But the main job is still ahead – to SELL your idea or your product to the reader. Your stunt may soften him up, just as the Fuller salesman’s brush may make his approach easier, but it makes all the other steps in selling none the less necessary.

…Pipes are a good stand-by at any gift-giving time and at any other time that you can get a hold of a list of pipe-smokers…

Every day someone works out a new approach that makes possible the sale by mail of some product for which such sales have never been attempted. The approach is the thing.

Fundraisers have learned this, which is why they so often send you a picture of a crippled child, or a starving baby, or a badly injured woman against the background of some great catastrophe. They appeal first to the emotion, and follow that with a swift shift to the intellect. They work up your feeling of pity, and follow it with a logical reason why you should give, lest similar catastrophe come close to you.
…what helps one helps all, so even though the benefit be indirect, we all benefit from any good that may be done for the children of the slums, we all benefit from any help that may be given them to grow into healthy happy successful men and women. Know that, there is an appeal to our reason, so all we need is a strong enough emotion of sympathy to make us dig down into our jeans and give ‘til it hurts.

There are dozens of other methods of getting people to give – the principal among them being the appeal to vanity. Many a man will give freely, if it means seeing his name blazoned across a newspaper page, when he will give for no other reason. Even small contributors can be given this same satisfaction.

People will give, when you have stirred their emotions. People will invest, when you have aroused their cupidity. And people want to know the future, so if you can persuade them that you are any sort of a Seer or a Prophet, they will buy your forecasting series.
It all comes back to the point we made in the beginning – “WHAT DO THEY WANT?” What is the bait that will attract your fish and make him bite? Find that – and you will be as successful in brining back orders as any angler can be with a properly baited hook in bringing in the fish.

No matter what the product or service you are writing about, first put yourself in the place of your prospective customer. Think of every property you could possibly desire in such a product or service. Think of everything you would like to have it do for you. Work out the ultimate ideal, then write a letter that stresses every desirable point of that ideal product.
When you have your ideal letter written to your satisfaction, let it cool for a day. The next day, go over it and cross out every descriptive phrase and adjective that cannot honestly be applied to your product. You will be surprised at how many you have left – more than enough to write the finest sort of letter that will build a picture in your reader’s mind so desirable that he will scarcely be able to refrain from ordering.

The only difference between an expensive product and one of ordinary price is usually one of degree. They look alike in a general way, they are made of much the same type of material, they will do the same things. The difference is in the degree of pleasure or satisfaction they will bring. And this is largely in the mind of the buyer.

So your job is to build a picture in his mind’s eye of what he will get from your product or service. Build it with bricks he can handle i.e. with words and mental images that are familiar to him. Do not exaggerate – or he will refuse to believe in it and will kick the whole structure over disgustedly, like a child trying to build with blocks a house that will not come out right. But keep it attractive. Keep it desirable – more desirable by far than the money or time or the trouble it takes to build it.
Do not make the mistake of trying to stress in your letter all the points of your product. You can list them in a separate folder and make your letter the stronger for it. But find the one point on which your sale is likely to hang and build your letter around it. Let that be the focal point of your mental image, your picture, and let every word in it be a brush stroke that adds clearness and power to that one focal point.
Then remember it is not enough merely to tell your reader to order now, or “Mail the enclosed card at once” Why must he do this? What will he gain by doing it now? What will he lose by delay?
You must dangle certain bait before his eyes. You must hold over his head a sword the thread of which may be cut at any moment. Set a time beyond which orders will not be accepted. Or give a valid reason why the supply is strictly limited. Or announce an increase in price that takes effect on a certain date. Or make a special combination offer, good only for a limited time.
But whatever you do, make it sound as though you mean it. If you set a time limit, say positively that no orders will be accepted beyond that date. If you announce a raise in price, tell him there will be no last-minute concessions. Be definite – and be positive!

These are the important factors of a successful letter. There are others, however, that add to or take away from its effectiveness.
First essential is to get your reader to look inside the envelope. (As a general rule, it is better to try to make your envelope so personal looking and so attractive that the reader will at least want to know whom it is from and what it is about) (Novelties are invaluable to the man who does much circularizing for they keep his appeal from going stale. People never throw away his letters unopened because they are never able to discount in advance what is inside them. But when they have taken your reader into your letter, their job is done. From there on, it is up to you to win his interest and turn it into a sale.)
What is the most important factor in making of your sale? Your letter! The circular helps, and the order card makes it easier – but the letter must carry the load. If you have not the stuff in it, it does not matter where else you have it. It will not do you much good.
So put your best efforts into your letter. Keep an “idea file” of good starters, good descriptions, good closers, good pointers of all kinds – not to copy, but to inspire you to new and better ideas. There is nothing like glancing over a few such ideas to stimulate your own brain cells into action.

And always remember that the point that sells your customer is not what your product is, but what it will do for him!
Remember, too, that the purpose of a letter is to put ideas into your reader’s head, so be careful not to put in negative ones that you will have to take out again before you can make a sale.

As a general proposition, it is advisable to make your letter short and snappy when you are trying for inquiries and all you want is to win enough of the prospect’s interest to make him ask for further particulars.
Before a man will definitely commit himself to buy, however, he wants to know all about the thing you are offering, and you cannot tell him that in a short letter. So tell your story, no matter how long or how short it may be, striving simply to keep it interesting. The only safe measure you can apply is the one Lincoln gave when asked how long a man’s legs should be: “Long enough to reach the ground.”