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to take a clean piece of unlined paper, turn it sideways, and make separate columns for the following categories:
1) Calls to make
2) Letters to write
3) Things to do
4) Items to check up on
5) Specific people s names you have ongoing dealings with, both inside and outside your company
6) Miscellaneous  catch-all heading
By keeping a simple form like this on your desk or carrying it with you, you automatically record and
maintain a continuously organized  at-a-glance picture of everything relevant that s going on within your
business and personal life.
Without organization you can t get things accomplished. By procrastinating, you allow opportunity to pass
you by. And the cost of doing nothing is enormous. In summary, the cure for procrastination is this: Reduce
every objective down to its most fundamental sequence of basic steps. Then progress every day one step at a
time.
Sounds simple. Sounds obvious. But few people do it. If you start practicing this kind of regimen, your
marketing accomplishments will soar. So here s my personal recommendation on how to force yourself to act on
my ideas.
1) Develop an entrepreneur s attitude about creating wealth from scratch. It s a very different
attitude than the maintenance or mere management perspective most business people maintain.
2) Learn the difference between being proactive (which means acting to make things happen) and
being reactive (which means doing something after letting them happen). Then choose to be
proactive.
3) Study these books: My Life In Advertising, Confessions Of An Advertising Man, The Lasker
Story, and Taken At The Flood.
4) Apply for a job selling insurance  even if you have to take a leave of absence from your
business. Take the training, because it will teach you how to make things happen.
5) Read every issue of Forbes magazine.
6) Spend a Sunday afternoon reading the classified ads to see all the amazing businesses that are
increasing their profits.
7) Put together a mastermind group of people to help you see your business in different illuminating
lights.
8) Study and get to know people who have built businesses from scratch. Learn the entrepreneur s
way of thinking.
93. What can I be doing outside of my business to make money?
Do joint ventures with other people s products or services, then with other people who are in a greater
position to refer their customers to your business.
Frankly, I don t think it s necessary that you go outside of your business. But if it s important to you, then
you take the same dynamics I just taught and look at the other businesses that have applications to this where they
don t take advantage of it. Go to them and buy the rights to develop either their back-end sales, re-work their
customer list, and so on.
94. Do you have any ad constructing techniques for a classified ad?
There are a couple of problems with classifieds. One is: many newspapers and magazines sort their classified
sections alphabetically by subject. If this is the case then you re going to have to be sure that your first word in
the ad is going to fit within that subject. So that limits you a little bit because it means that if your ad is for a
restaurant, you have to put  Restaurant first in order to get it in the right category, instead of, say,  Authentic
Indian Cuisine.
But if you put words in it that indicate super benefits just for calling, that s what counts more than anything.
Use  free:  free information,  free literature, free something. Just the word  free, I don t know what it is
about it, but people will go through the classified ads and they ll scan. And every time there s something free,
they ll stop. And you ll get a lot more calls, whether they re qualified as you d want them to be or not, but at
least you ll get action. You get somebody to talk to.
Another problem is that I personally don t like classified display because I think if you don t catch your
reader with something really strong, it s gone.
But I do believe in multiple insertions in multiple categories. I think that the more times you put it in, the
more hits you ll get. As long as your ad is a sufficient size, you re better off with four little ads than one big one,
as long as the ads contain all the proper elements. You have four times to sell. Four different chances. Four
different environments. Four different attention-catchers. You can change your headlines. You can catch
different people, rather than blow it out on one big ad.
You can run a full page ad, but get right-hand placement. Right-hand placement is everything. Left-hand
placement inside a magazine is death. Nobody looks at it.
But the inside of the front cover (which is the left side) is also a good spot because the Table of Contents is
there. The inside front cover is better than the inside back cover.
If you can get on the front cover, that s of course number one. Then the back page is number two. Then right
side of the first page. Then the left side of the first page. Then left on the back pages. And then the split center
spread.
95. How can I get better results for the same amount of effort and money?
By leverage... Did you know that an ad or mailing piece costs you the same fixed amount whether it produces
X results, 10 times X results, or 100 times X results? The same goes for letters, commercials  even sales calls
by salespeople.
A letter might cost you $500 per 1,000 pieces mailed, regardless of whether you received a 1%, 5%, 10% or [ Pobierz całość w formacie PDF ]