Welcome! to the July  2006 edition of Modern Opportunity Newsletter/Ezine...tips to make your business more successful!
Advertising SALE...Buy One Ad, Get The 2nd of Equal or Lesser Value FREE
Summertime...we all have a tendency to kick off our shoes & take the
summer "off"! Go ahead, but make good use of whatever time you have
in between
the kids, beach and all the chores you put off. This issue is short
and sweet and to the point...a few extra Tips of the Month and one
Very Important Article..."Lure Back Your Old Customers".
If you do nothing else this summer...
READ this Article!! and then act on it!!
You won't be sorry!
Read Letters to Lure Back Clients By Dr. Andrew Linick
Read Tips of the Month
by Bob Osgoodby
Read Inspirational Quotes
Read about Francine York, publisher of Modern Opportunity Website, ezine, newspaper and Expo
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Tip of the Month:
by Bob Osgoodby
Saving Pictures
"Apply" or "OK"
Select Text
Installing Software
Email Courtesy
Run or Save
Saving Pictures
Just yesterday, I had a phone call from someone who wanted to
copy a picture from a web page and send it to a friend. While
the answer is basically simplistic, if someone has never done
it, it can be a challenge.
Now doing this on the phone, I had her right-click the image and
select "Save Picture As..." from the little menu that pops up.
Now that was the easy part. When we went to attach it to her
email, I told her what to do, and to select the file she had
just saved.
Try as she might, she couldn't find the file. OK - back to the
web page. This time I had her write down the directory and file
name she was saving. Back to the email and it went without a
hitch.
Unless you do something all the time, it is best to have paper
and pencil available when doing something new. That way you
don't have to trust your memory, when you are 5 or 6 steps away
from what you did.
________________________________________________________
"Apply" or "OK"
When you make a change to a program or in Control Panel, should
you hit "Apply" before "OK" or is just "OK" fine? Hitting OK
will apply the changes that you want made, so you don't need to
hit "Apply" first.
Where Apply comes in handy is when you are making a change to
your desktop (theme, color scheme) or Display Properties (screen
resolution, color quality) and you want to check the result
without exiting out of the control.
Another time when you could use Apply is if you want to make
multiple changes in a particular area but want to test the
affect of each before proceeding.
Some people just feel more secure hitting Apply before OK. If
this is you, then click away.
__________________________________________________________
Select Text
Place your cursor on the paragraph below, hold down the Control
Key and Left-click.
If you are reading an email in Outlook Express it selects all
the text so you can copy it. If you are surfing the web with
Internet Explorer doing this will select the paragraph your
cursor is in.
Try it in Word and it select the sentence you're in. In a folder
you can use this combination to select multiple files
individually.
Try it in other programs and see what it does.
__________________________________________________________
Installing Software
When installing software take your time and pay attention.
Clicking OK without watching what is going on, could cause you
to install a trial version rather than the full version.
If a program keeps telling you it's the trial version, look for
the serial number on a booklet, the disk sleeve, or the disk
itself. Once you put the number in you will have full access.
________________________________________________________
Email Courtesy
When replying to, or following up to an email you received, it
is really courteous to include the copy of their last email to
you. That way, when you refer to something, they know what you
are talking about.
Now here's the best part. You don't have to include the entire
email. Many email packages, automatically include the email you
received when responding to it. If you wish to respond to just
one thing, highlight it in their email to you, and click "Reply,"
and this will then include in your response, just the information
that was highlighted.
______________________________________________
Run or Save
When you are downloading a file off the internet you may get the
option to "Run" or "Save". Either of these options will lead you
to the setup for the program and install it on your computer,
but the difference lies in where the setup file opens from.
If you click "Save" you can specify where the setup file goes
(My Downloads or the desktop). From there you could put it on a
disk just in case you need to reinstall it or want to put it on
another computer.
By choosing "Run" the setup process starts once the setup file
is downloaded to your temporary internet file. When you empty
your temp file the setup download goes away. This is great if
you aren't a download packrat, but you should be clearing out
your temp files often or they can get clogged with downloads.
Personally, I choose "Save" if it is a "one time" download that
doesn't change on a regular basis. That way, if the program gets
corrupted, I can reinstall it without having to go to the web
site. You should have a separate folder just for Downloads.
Under "My Documents," I keep them in "My Received Files."
About Bob Osgoodby:
Did you know that subscribers to Bob Osgoodby's Free Ezine the
"Tip of the Day" get a Free Ad for their Business at his Web
Site? Great Business and Computer Tips - Monday. Wednesday. And
Friday. Instructions on how to place an ad are in the Newsletter.
Subscribe at: http://adv-marketing.com/business/subscribe2.htm
_________________________________________________________
Want to read more inspirational quotes? click onto:
http://www.modernopportunity.com/inspirations.html
"There is no medicine like hope, no incentive so great, and no
tonic so powerful as expectation of something tomorrow."
-- Orison S. Marden,NPU
" The chief danger in life is that you may take too many precautions."
-- Alfred Adler (1870-1937) Psychiatrist
"If you think you are too small to be effective,
you have never been in bed with a mosquito." -- Betty Reese
"Insanity: doing the same thing over and over again and
expecting different results." -- Albert Einstein
"Aim at the sun and you may not reach it; but your arrow will fly
far higher than if you had aimed at an object on a level with
yourself." -- F. Hawes
"Nothing is as real as a dream. The world can change around
you, but your dream will not. Responsibilities need not erase
it. Duties need not obscure it. Because the dream is within
you, no one can take it away." -- Tom Clancy, Author
"We must all suffer one of two things: the pain of discipline
or the pain of regret or disappointment."-- Jim Rohn, speaker and author
"When we long for life without difficulties, remind us that oaks
grow strong in contrary winds and diamonds are made under pressure."
-- Peter Marshal
"You must be able to distinguish healthy fears from
unhealthy ones (such as worrying every time you hear a
siren that a loved one has been in an accident). When you
can do that, fear is your friend. Until you can do so,
however, fear can be an enemy. Figure out what you should
fear, and approach the rest with confidence."
-- Zig Ziglar, Speaker and Author
"Often greater risk is involved in postponement than
in making a wrong decision." -- H. A. Hopf
________________________________________________________
Letters to Lure Back Clients By Dr. Andrew Linick
How often have you said to yourself, "Why has the number of repeat
sales gone down for the sixth straight month? I wonder what's happened?"
The probable reason is that your old client base…is dwindling. They
have gone elsewhere for their needs. Master copywriter Andrew Linick, Ph.D.
says a return to fundamental e business sense is required.
The tendency in selling most products and services, as well as offering
business opportunities, is to place more emphasis on acquiring new clients
than on holding old ones. This is understandable as there is no greater
thrill for a businessperson or owner than to land a new account, especially
if the struggle for new buyers has been long and difficult. Getting new
business is one way to increase sales volume, but not the only way.
Encouraging existing clients to buy more can also increase sales. What's
gained when the amount of new business is offset by the loss of the old?
Your best sales program is one that pays equal attention to both objectives-
gaining new clients and holding onto old clients.
The least you should do is an annual inventory of your clients. For example,
what percentage of last year's sales came from newly acquired buyers compared
to sales from clients carried over from previous years? How many old clients
stopped buying and why? With today's technology, it's quite easy to monitor
new sales as well as repeat business.
What can be done, if anything, to bring these lost sheep back to you? Have
the lost clients gone out of business or moved? Not usually. Are they buying
from another source? Obviously. But what happened? Why do clients leave one
company for another?
When reasonably certain of the answer to the last question-why clients run
away-you are better qualified to 1) take steps to eliminate the faults that
have caused dissatisfaction and 2) decide intelligently how to go about
reclaiming some of your lost business.
To find out why clients quit buying, we selected a cross section of a
hundred inactive charge accounts of a large agency, whose clients hadn't
done any business with it for at least a year. We asked each to state frankly
what had happened. Why were they no longer buying from that company?
The answers were surprising…
Do clients leave a company because they are angry, they can get a better
price elsewhere, or have been influenced by friends or relatives?
You might expect these to be the major reasons for lost business.
However, none rated high on our survey lists. In fact, more than
two-thirds of the inactive clients gave no special reason-the
company had simply let them drift away.
Here are the figures:
o Sixty-eight had no special reason.
o Fourteen had grievances which had not been adjusted.
o Nine were lured away by lower prices or better service.
o Five had been influenced by friends to shop elsewhere.
o Three had moved and were using a local company in their area.
o One had died.
To be sure, the figures just cited would vary for other groups of
one hundred among the clients for other types of business. But it
seems fair to assume that the indifferent attitude of companies is the
leading reason in a great number of cases. People stop buying because
they are allowed to stop. Perhaps the company forgets to show appreciation
for the client's patronage or does little to retain that goodwill. Often
the only check on accounts is for credit purposes. No one notices that
certain accounts are going stale or follows up by asking clients why they
stopped shopping.
This is not true of all companies and agencies. Some watch their clients as
closely as a hen watches her chicks. Of course the company with strong field
representation, and counselors calling regularly on clients, has a better chance
of hanging on to clients than the one that limits personal contact with
representatives. In today's economic times, however, your agency or firm
cannot afford to overlook any way that might help to keep clients satisfied
and assured of their importance to your firm.
One proven way is with a well-written sales letter-one that doesn't easily wind
up in junk mail or "circular file."
A sales letter that works
The fact that your client/customer has stopped doing business with you doesn't
necessarily mean that they cannot be induced to buy again. A small percentage
of these "lost sheep" may even wander back on their own, but the far greater
percentage need just a little encouragement-perhaps only, "We've missed you;
where have you been?" It only takes a postage stamp, a professionally written
sales letter, and a little time to ask that question. The payoff in revived
business makes the effort worth many times the cost of hiring an experienced
direct response advertising copywriter.
Some sales analysts maintain that a company spends 20 times as much to land a
new client as to regain an old one. The cost of getting back an old customer
is considerably less than searching for a replacement.
A new fish is merely a stranger to the agency. He knows nothing about the
uncompromising quality of your products, services and/or opportunities. He
may have been buying a long time from a competitor and has no reason for wanting
to buy elsewhere. It takes hard, intensive effort to get his first sale.
Now the old client knows all about your company. Your worldwide capabilities.
Your high quality products and media buying services. Three-fourths of your usual
sales pitch is unnecessary in this case. What remains may involve adjusting a
complaint. Or simply giving the client the attention that was lacking when he drifted away.
You have already seen from the client survey of a hundred lost clients that more than
two-thirds of them had no real reason for leaving. The ease with which they left
suggests the ease with which they can be brought back. Of course, the inactive buyer
likes to be noticed and probably will never return, if you or your company remains
aloof. Not to be asked to buy again is damaging to one's ego. Why should a customer
go back to where she has not been missed?
But suppose you were the inactive client/customer. How would you react to this letter
from the company you did business with in the past?
Dear Mr. Browne:
Back in the early days of this company, I learned a very valuable lesson. In those days
we depended more on footwork-and less on headwork! Well, here's what happened.
One day I was traveling through the territory with one of our men and we
called on an old-time client who had suddenly stopped buying. After
exchanging the usual greeting, I asked him why we
weren't receiving any more of his business. Here's his reply:
"There's really no reason at all. I just happened to give my business to another
company who had been calling on me for a long time-a nice lady and I wanted
to give her a break!
"You folks have never made any effort to resell me, so I concluded you no
longer were interested in my business. Never even got a letter from you
asking why I quit and so I've been going along with this other company."
Well, we ARE interested in your business.
And to prove it, we're writing to ask you why we haven't been selling
to you. We don't want to make the same mistake we made years ago. We
want you to know that your account is really valued and that we'd like
to keep it. If there's anything we can do to restore our relationship,
we'd appreciate it a lot if you would let us know.
Will you? Thanks!
Sincerely…
P.S. Please call, e-mail, or fax us. We'd like to hear from you.
This letter was used with considerable success by one of my clients
in Chicago. The approach is simple-"We appreciate your business...why
have you stopped buying?" The story made the letter longer but it was
a good one and helped to convey my client's sentiments. Here are three
quite short contacts of the same sort:
Used by Hotel Fontenelle, Omaha
Dear Dr. Linick:
Do you realize that it has been all of six months since you and
Hotel Fontenelle got together?
We enjoyed having you with us. When will you be back? We miss you.
Watchfully yours,
Used by an outside sales rep in Florida
Dear Mrs. Tomkins:
Just a short note to let you know that we have missed your
coming in-or ordering online-for your cosmetics.
Anything wrong? If so, tell us, because you know we want to
please you in every way possible.
Won't you come in? Or better still, phone-the number is
800-555-5555. Thank you.
(No complimentary close)
Used by wholesaler, St. Louis
Dear Mr. Roberts:
Can you spare me two minutes? One minute to read this and
one minute to say, "We haven't bought any of your services
because _____________________________________ Please fill
in your answer and return this sheet to us in the enclosed
stamped envelope. This won't obligate you in the least
and we'll surely thank you for your two minutes-and your courtesy.
Yours in anticipation,
A light, humorous touch can help you get the inactive client/customer
back in the fold again. Such a letter certainly would be read and
go a long way toward re-establishing a favorable image. Some sales
letters simply express appreciation of past business and say the
customer has been missed. Some casually ask what's wrong. Some assume
a grievance and lavishly promise to make things right.
How to recover your "lost sheep"
1. Tell your customer past business was appreciated. If the fact was not
mentioned when s/he was buying, perhaps there should be some form of
mild apology for the oversight.
2. Tell her how much she has been missed. Don't say you noticed her
absence while "going over the records." No one is really missed, if
the fact is called to attention by a record. She wants to be missed
as an individual-not as a name on the books.
3. Tell her you want to serve her again. That's better than asking
her to buy again.
4. Tell her you are keenly interested in knowing why she stopped buying.
Merely asking that question is not an assumption of dissatisfaction;
it might be for some other purely normal reason.
5. Tell her about anything new and beneficial in services and/or
products-things that have happened since she stopped buying. Or
mention some other inducement that might be interesting. Perhaps a
free coupon for some service or discount on her next order-a gift
you want her to e-mail, call, or write for.
6. Ask if something happened to displease her and express how eager
you are to make things right.
[Sidebar follows]
There are exceptions to all rules. A sales letter that handles the
possibility of complaint in a casual and adroit way is one I wrote for
a company in Ohio. It demonstrates what has been mentioned so often
in my articles-it isn't so much what you say, as how you say it.
Dear ___:
Have you heard the saying, "Old friends are like the ticking
of a clock?" You get so used to hearing the tick that you
rarely notice it until it stops. We get used to doing
business with old customers, too-so much so, that now and
then we assume that everything is running along smoothly and
we sometimes fail to express our appreciation as often as we
should. And then-suddenly-the clock stops and we find that
an old customer has stopped buying.
That's the position in which we find ourselves with you-your
company stopped buying from us. We are wondering if you would
tell us frankly just what the trouble has been-whether there
is something we didn't do that we should have done, and whether
there is anything we can do NOW to get you back on our list of
regular clients/customers. If there is, we surely want to do it.
If there is anything wrong with the works of our clock, let us see
what is out of kilter. Mistakes do happen at times and, if one has
occurred in your case, we hope you will tell us about it. We believe
we can fix it the very day we receive your reply.
Like any successful company, our progress is largely dependent on
satisfied clients. That's why we want you satisfied and why we
earnestly request you to fill in the attached postage-free business
reply card.
Let's see if we can get the old clock to tick again.
Sincerely,
[Editor's Note]
Billed in 1977 as the world's sixth highest paid copywriter and with 37 years
experience, Dr. Andrew Linick (The Copyologist®), has almost done it all.
He is: President of The Linick Group, Inc., a top-rated direct response
marketing, advertising and PR firm; founder of the Copywriter's Council of
America that represents 25,000 copywriters, editors, advertising, PR, publishing
consultants and other freelancers worldwide; and he is a renown business/marketing
consultant, best-selling author and keynote speaker. For more information call
631-924-3888, email < Linickgrp@att.net , or visit www.lgroup.addr.com
Reprint with permission from CCA's Monthly Newsletter -The Digest.
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Summer Doldrums by Bob Osgoodby
Warm-weather months are a fun and busy time. It's time break out
the barbie, plant your flowers, and maybe take a trip to the
beach. With the price of gas, most people however will be
staying pretty close to home, but the cold weather is gone and
the lazy, hazy days of summer are upon us. It just seems that so
many things have been added to our plate, we have little time
for anything else.
But wait! Does that include the business you worked so hard on
during the winter? Unfortunately for some it does. It's like
the race car driver, who speeds around the track and gets a lead
of his competition, but then decides to coast the last few laps.
Guess what - he is going to be passed.
A lot of people virtually take the summer off from their online
business, and this is an opportunity for you. While they are
taking 2 steps back, you can leapfrog over them and get the
customers they might have otherwise gotten.
This is not a new phenomenon, and is as old as the web itself.
Online business typically slows down during the summer months.
But who is slowing down? It is usually those who work the web
part-time in the evening. Now when it gets dark early, this is
easy. But when the days are longer, it seems there just isn't
enough time to do everything else, and also take care of
business.
If you are serious about developing your online business, you
must have the discipline it takes to continue. It's awfully
easy to think you'll get it done tomorrow, but unfortunately,
your customers will not wait for you to get motivated.
Remember, an Opportunity Doesn't Go Away It Just Goes To Someone
Else.
Now is the time to renew your marketing efforts. Can you
combine those lazy, hazy days with a renewed effort? If you
can, the lost opportunities of others might just come your way.
Might you slow down a bit? Sure, if you do it right, and
remember your short term and long term goals. Maybe you should
investigate advertising in publications you hadn't tried in the
past. You should consider running multiple ads with different
copy in the ones you are already using. How about using an
auto-responder in those ads. This will ensure you get back to an
inquiry right away, and you can do the follow-up at your
leisure.
Why not put a form on your website(s) to handle inquiries?
Through the use of checkboxes, you can immediately categorize
the requests of your potential customers. By using a mail
package such as Eudora, you can automatically respond with a
"canned" response that is tailored to their request.
Will some of your prospects also be running at a slower speed?
Of course, and this is why you must redouble your efforts. Don't
forget that thousands upon thousands of new prospects get web
access every day. They are hungry for information, and might
just be looking for the type of opportunity you offer. These
"Internet Newbies" are like a fertile field that you can harvest
during the summer. Bitten by the prospect of earning money on
the Net, they are viable candidates that you will lose if you
don't vigorously pursue them.
I know that with the press of things we have to do it is easy to
slack off. Much of your competition will succumb to the "Summer
Doldrums", and if you take advantage of their inactivity, you
just might be pleasantly surprised at the results.
Reprinted from: Internet Tip of the Week by Bob Osgoodby
Did you know that subscribers to Bob Osgoodby's Free Ezine the
"Tip of the Day" get a Free Ad for their Business at his Web
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Subscribe at: http://adv-marketing.com/business/subscribe2.htm
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A personal message from the publisher...
How I became a proud, single, work at home grandma. 
My name is Francine York, publisher of Modern Opportunity
Web site and newsletter. I welcome you to what is fast becoming the quintessential
business opportunity web site. Not only will you find a wide variety of interesting
and profitable opportunities; but you will find services and products as well. Feel
free to browse the site and read the many informative articles and columns geared to
assisting you in becoming a successful entrepreneur. My email "door" is always open to you;
so email me anytime and you will receive a personal
reply from me.
And now, about my background and how I came to publish this site and newsletter...
Due to budget tightening, my job at a not-for-profit agency was cut back to part time. Because I
needed more of an income, I set out looking for a new position. At about the same time, my daughter
and son-in-law gave me the wonderful news that they were expecting their first child and my first
grandchild! My joy was boundless until the reality of economics deflated my euphoria. My daughter
would have to go back to work three months after the baby was born. I started envisioning he/she
being cared for by strangers in a day care setting. Fortunately, when I had my three children, I
was able to stay at home until the youngest was in full day nursery school; but she could not
financially do the same.
EUREKA! It suddenly became crystal clear...I would stay home and care
for my grandchild. First I headed for my financial advisor to review my finances and
see if I could do this. He politely and firmly said, "Get a job, send your grandchild to day care
like so many others do; sell your house; giveaway your three dogs; and rent a small apartment, then
maybe you can afford to stay home." Needless to say, I was horrified and angry. You see, I had
recently separated from my husband of many years and could no longer rely on him to help with the
income.
The more people told me what a crazy idea this was, the more I was determined to do it!
I began looking in the classifieds for home based business opportunities. Most listings were for
opportunities for which you needed a great deal of money; and that I would not be able to run from
my home. That was not going to do. Unfortunately, at the time, I was not knowledgeable about the
myriad business opportunities available which can be operated from the home. Finally, I saw an ad
for newspaper for sale. The same week my grandson, Ethan Jacob, was born (May 11, 2002), I became
the new owner of a business opportunity newspaper. Since I knew the impact the Internet has on today's
existence, I immediately started designing a web site. Today, after several years of changes, improvements,
redesign and hard work, the site has grown to over seventy-five pages with more on the way.
I am a proud, single, work at home grandma now; and loving every minute of it!...and guess what?
On March 18, 2004, I became a grandma for the second time...Ryan Caleb!
To give readers, some info about my educational background...I graduated from
Brooklyn College, Brooklyn, NY with Bachelor and Masters of Science degrees in the field of education.
I spent the next four years teaching in a N.Y.C. public junior high school. Coming next was a move
to the "burbs" in 1973 followed by the birth of my third child. When he turned four, I returned to
teaching in a Brooklyn High School. The commute, the conditions and having a mother who was quite ill
caused me to rethink the teaching profession. I decided that I needed a change, a challenge
and to be closer to home. My next venture was opening a retail business...a Hallmark card and
gift store on Long Island. Fifteen successful years later, that was sold. Not at all ready to
sit idly by and watch the world pass me, I sought a new focus. I found a job working for a small
marketing company. Since writing was always my hobby-I have been published several times-I was
able to write copy, marketing plans, radio commercials and the like. It was during that time,
after many years of marriage, that my husband and I decided to separate. The week after my
daughter was married, 8/13/00, I lost my job. Luckily, I was hired to do public relations,
write press releases, oversee the computer program, assist with development, etc. for the
not-for-profit agency at which I had been volunteering as a crisis counselor since 1995.
My story comes full circle... I am a very happy
stay at home, single grandma whose mission is to offer money-making opportunities, services,
products and essential information so others who desire, or need to, will be empowered and
able to stay at home; and they will be able to find all the resources necessary to do just
that right here...so, WELCOME and much success in your endeavors!
Thank you for your interest in Modern Opportunity...
Business Opportunities for Long Island and the world!
If you no longer wish to receive this Free newsletter simply choose any of these options:
1-by email newsletter@modernopportunity.com and write unsubscribe in the subject line
2-by telephone at: 631-673-3208
3-by mail: Modern Opportunity, 104 Pleasant Street, Suite B, Huntington, NY 11743
Thank you
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