"You may never know what results come from your action. But if you do nothing, there will be no results." -- Gandhi

"Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen." -- John Steinbeck, author

"As long as one keeps searching, the answers come." -- Joan Baez, Folk singer

"I have always grown from my problems and challenges, from the things that don't work out, that's when I've really learned." -- Carol Burnett, actress

"I don't believe in failure. It is not failure if you enjoyed the process." -- Oprah Winfrey, media entrepreneur

"Patience and perseverance have a magical effect before which difficulties disappear and obstacles vanish." -- John Quincy Adams, U.S. President

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Dear Subscribers,

This newsletter is for you, please feel free to email me directly
with any ideas, comments, topics you would like to read about, etc.... ________________________________________________________________________________________

If you need to know the time in a number of locations throughout the world, you should get a free copy of "WorldTime". This utility places a bar that displays the time at a number of selected locations across the top of your computer screen.

I suggest that you download the stable version rather than the beta. Beta versions of any program often have serious bugs, and I usually avoid them.
Tip by Bob Osgoodby, publisher of Tip of the Day

Anti-Spam Legislation
By Francine York, B.S., M.S.

Senate Passes Anti-Spam Bill

The U.S. Senate recently voted 97-0 to pass the nation's first federal anti-spam legislation.

The bill, sponsored by Sens. Conrad Burns (R-Mont.) and Ron Wyden (D-Ore.), which will supercede all state anti-spam legislation,targets the most egregious offenders. This would include body-enhancement and pornographic spammers. Many legitimate e-mail marketers are applauding this step. The bill, however, does not allow individuals to file lawsuits against spammers, reserving lawsuits for e-mail providers.

It also directs the Federal Trade Commission (FTC) to investigate the possibility of developing a federal do-not-spam list. This would be similar to the recently established do-not-call list. Separate Congressional action would be required to force the FTC to implement such a list; and, despite its altruistic goal, it seems as if it would be extremely difficult to implement and follow through. To be secure and effective, many believe that a do-not-spam list would have many technical and policy hutdles to overcome.

We can only take a wait and see attitude regarding how effective this new anti-spam legislation will be. It was definitely a step needed to curb, or halt, obnoxious spamming; however the jury is still out on how this will affect the legitimate emailers who are already facing major impediments to getting their email through due to email filtering software.

Francine York is the publisher / editor of Modern Opportunity web site, newspaper and Expo. Email her at fran@modernopportunity.com or Visit the site _____________________________________________________________________________________ _____________________________________________________________________________________

"Part I: DIRECT MAIL SELLING... Advice for Retailers Who may be Missing the Postmark "
By Andrew S. Linick, Ph.D.

Obviously direct mail is just one of the many weapons available in your direct response advertising arsenal. So you may ask, "Why spend money on selling opportunities, services and/or products via direct mail? With that money I could do a space ad, or a radio commercial, or send out a newsworthy press release, or call a customer on the phone. Why direct mail?"

I am a super-successful salesman, yet I hardly ever see a customer. I write to them. Yet I am not a writer, at least not your English composition class type. I write to sell, and I sell by direct mail. If you are as profit hungry as I am, you might consider my method.

Excuse me for being so straight-forward, but even if you are doing some direct mail promotion of your business opportunities, products, or services, you may be missing the boat. Why? maybe the mailing list is off-target. Maybe your price is too high or even too low. The timing could be wrong. Maybe you should offer a gift to induce response: I've seen an inexpensive gift actually double the returns.

Or maybe, just maybe, your mailing isn't as spirited, as interesting, as you-centered, as selling as it should be. Direct mail creativity is a matter of doing what it takes to motivate, to cause prospects to fill out forms, to write out checks, to elicit smiles from ear to ear as clients order your tour product.

People buy for only two reasons: either they will reap a new benefit from your product, or it will protect a benefit they already have. You have to convince them the benefit from you or your product outshines what they'll get from any other.

Experienced mail advertisers know that the "average recipient" is a peculiar breed of cat, full of contradictions and prone to snap decisions - very much like you. We don't carefully analyze the mailings we receive. We act almost wholly on impulse: either we like it or we don't like it.

The approach, therefore, must be calculated to strike precisely the right note, to penetrate the consumer's shell of cynicism and indifference. Once attention has been gained, the successful mailing must hold it long enough to let the sales message sink in. The thoughtful advertiser cases subtly from a light opening to the sales news itself, overcoming suspicion by being human.

The following five formulas for creating copy that sells should boost the response to your direct mail promotion, whether it be your first or your next.

o Sell the sizzle, not the steak. Sell the smell, not the rose. Sell the benefits and uses of the product rather than the product itself. If you don't answer, "What will it do for me?", you won't sell it. Test various "sizzles" of your product before deciding which is the best seller.

Don't write ... telegraph. Next, put your best "sizzle" before your prospect in the fewest possible number of words. You have only a matter of seconds to get your reader's attention. If people don't read your headline, they won't read your body copy. write the copy like a telegram: brief, concise, tight.

o Say it with flowers. Artwork and a smart layout will bring home the "sizzle" in the copy. Don't overdo it; don't overpower your sales message: but use a bit of showmanship.

o Don't ask "if"...ask "which". Always offer a choice between something and something else, never between something and nothing. Offer a "which" proposition, not an "if" one. Write your copy, so your prospect can't say no.

o Watch your bark. Shun objectionable words and phrases that make your copy sound like an angry bark. Copy should be low-pressure and use fewer strong, unsubstantiated statements. Develop a pleasing personality in print.

The best way to improve your copywriting is by continual writing and testing. But if your market is too small to test, or you're just getting started in direct mail, here are some safe bets. These basic principles work for most mailers most of the time. If applied by a good copywriter, they produce better than average results.

o Mailing format. The letter ranks first in importance. The most effective mailing consists of outside envelope, letter, circular, response form, and business reply envelope.

o Letters. Form letters with indented paragraphs generally outpull those without indented paragraphs. Underlining pertinent phrases and sentences usually increases results.

A separate letter with separate circular generally does better than a combination letter and circular. A two-page letter usually outpulls a one pager, and computer letters fare better than printed ones, assuming they include meaningful personalization and low-key tone. Authentic testimonials ordinarily work.

o Circulars. Better odds are on a circular dealing specifically with the proposition presented in the letter, not an institutional format. Art and photography together work better than either alone. For high-price products, deluxe large-size, color circulars warrant the extra cost over those 11" x 17" or smaller.

o Outside envelopes. Illustrated envelopes boost response if tied into the offer. Variety in types and sizes of envelopes pays off in repeated mailings or series.

o Reply forms. Reply cards with receipt studs draw more responses than those without stubs. "Busy" order/request forms which look important will outpull neat, clean-looking forms. And, of course, postage-free business reply cards will come back to you more than those to which respondents must affix stamps.

o Envelope. It increases cash responses to order requests and better assures responses to collection letters.

o Color. Two-color letters usually outpull one-color letters. Order and / or reply forms in colored ink on colored stock beat those printed in black on white. Two-color circulars are usually more effective than one-color styles. Full color is warranted for scenic selling points, food items and facilities.

o Postage. Third-class mail does not pull as well as first-class mail. Mailing to businesses, postage meter usually outdraws postage stamps. A "designed" printed permit generally does as well as a postage meter.

Find Part II of Direct Mail Selling in the March issue of Modern Opportunity newsletter

Andrew S. Linick, Ph.D., heads Linick Group, Inc. specialists in direct mail marketing, promotion and design, imple-mentation and consulting. For a free copy of 49 Questions To Ask Before You Start To Write Direct Mail Copy, and 10 Essential Rules Of Direct Mail, Testing send $2.00 plus a S.A.S.E. to: Andrew S. Linick, Ph.D., Seven Putter Lane, Middle Island, N.Y. 11953, telephone 631.924-3888. ext. Y104, or email

"How to Write Copy that Sells Expensive Products and Services " By Keller Flynn

I've been putting off buying a new refrigerator for a long time, but the other day, my wife finally "convinced" me that now was the time to get it over with. So I headed down to the appliance store, intending to buy a refrigerator that was somewhere between the cheap and expensive.

As soon as I walked in the door, a salesman started tailing me. I didn't necessarily mind that, as I am also in the sales and marketing industry, and I understand that people have to make a buck somehow. We made our way to the refrigerator section, starting at the "cheapy" models. The salesman had very little to say about these models, but the low numbers on the price tags were inviting enough that he didn't need to say much. When he saw me coming close to making my choice, he quickly steered me away from these models.

We worked our way over to the more moderately priced refrigerators. The salesman was a little more enthusiastic about these, and the details he provided me with soon had me convinced that I should go with my earlier instinct and buy a refrigerator that was neither too cheap nor too expensive.

But he didn't stop there. He hustled me over to the expensive models, focusing on one in particular that had all the amenities. It was a "real" refrigerator; the kind you never know you want, until your looking at it and hearing all about its many features. The salesman went on about his model for some time, making it very clear to me why this model was the best; and why it was worth the big number on the price tag.

But, by the end of the salesman's lengthy speech, I was sold. I couldn't help myself. I knew too much. I had to have it. I would never be satisfied with a lesser refrigerator. Those other models would be an insult to all those foods I needed to keep cold. Okay, so I was struggling to justify my extravagant purchase. And believe me, I had to justify it even more when I got home and told my wife how much I had spent. That's the last time she will send me on a buying errand.

However, I was glad my wife sent me, instead of having her go by herself. What I learned that day helped to learn an important lesson about what it takes to sell an expensive item.

The salesman didn't need to say much to pitch the inexpensive refrigerators, because the price did the selling. But when you are selling an expensive item, you have to work for the sale. You have to provide all the details, explain how the product or service will benefit your prospective customer, use enthusiastic language to get the customer excited, etc.

An expensive price tag is sometimes the antithesis to a sale. It automatically turns customers away unless they are able to perceive the value of the item. That's where you come in. The more expensive the price tag, the more you have to work for the sale, whether you are talking directly to the customer or selling through web copy or a sales letter. I can't count the number of clients I've encountered who are under the false impression that you don't need to say much to sell an expensive item. They couldn't be more wrong!

If you sell expensive products or services, pay special attention to the sales pitch you give your customers. Provide ample copy to sell an expensive item or service. Be willing to talk to a client for an extra length of time to make the sale. If you start to feel like you're saying too much, remember the parable of the man who set out to buy an inexpensive refrigerator, and came home with a deluxe model instead, earning a stern lecture from his wife. You want to make a profit, but do it without getting your customers in hot water.

Keller Flynn has written thousands of successful sales letters for Internet business owners around the world. Need help with your sales letter? Visit http://www.whizletter.com. Contact Keller at service@drnunley.com or call 603-249-9519.

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I Wrote it, But How Do I Get People to Read It? by Meredith Pond

No matter what you do for a living, chances are you find yourself sitting down to write some kind of letter or document every day. Though many of us don't particularly enjoy it, writing is just one of those things that very few of us can get along without doing.

Whatever your current writing project may be, it won't you any good if nobody wants to read it, right? So, if you're not a professional writer (which most of us aren't), how do you make sure that your audience reads AND pays attention to what you've worked so hard to put together? Believe it or not, there are several simple ways to get and keep your readers' attention.

First of all, think about how you (and most other people) read. When perusing newspapers, memos or other documents, most of us start by looking for headlines or titles that look important, informative, or fun. Titles should flow from the lips easily, and inform readers of what they'll learn from what they're about to read. At the same time, they should be short enough to be memorable, and quit before they become boring or complicated.

Ironically, pumping up a limp title can be as easy as A-B-C if you'll just think back to grade school. Remember when you learned how to rhyme? Believe it or not, rhyming is an essential tool in the world of headlines and titles. A title that rhymes is catchy and fun, so give it a try. As long as it makes sense and goes along with what you're going to say, it can never hurt.

Rhyme isn't the only useful titling tool. Alliteration is a fantastic, fun, fabulous way to dress up a plain title. Alliteration involves the repetition of a particular consonant sound at the beginning, end, or middle of two or more words (i.e. fantastic, fun, fabulous). An alliterative title is easier to say, easier to remember, and just plain fun to read.

Any title that speaks the same language your audience does, or responds to a question that's been on their minds is also likely to get attention. If I had titled this article, "Make People Read the Things You Write," would you have very excited to see what else I had to say? A title like that might not have even grabbed your attention in the first place. Who wants to read 500-word article when even the title sounds boring? Yuck!

Once you've grabbed your readers' attention, how do you keep it? Sometimes, the answer lies in form of a question. Asking the reader questions is a great way to provoke thought, introduce a new topic, or break the monotony of simple sentence after sentence. Chances are, if you're getting bored writing your article, it's time to shake things up with a question. Try posing a question every paragraph or two, but make sure you also provide the answer.

The problem many of us have with writing is that we try to sound too formal, too scientific, or simply throw out a lot of information without having any fun with it. Most people, no matter what they're reading, like to be entertained. If your article sounds like a textbook, your entertainment value is going to be a big fat zero. Even in the most official of documents, it's almost always possible to write as if you were speaking, using words that flow easily and are sure to be understood. If you use a word that needs explaining, do so, but do it concisely (even in parentheses). Using rhyme and alliteration in the body of your document will also add to your entertainment value, keeping readers on their toes.

While writing, stop every few minutes and read what you've written. Is it easy to read, or do you have to stop and re-read parts of it? Do you have commas in the natural breaking places? Are your readers going to have to look up words as they go along? Most importantly, is your copy boring? If you're having a hard time getting through what you've written and enjoying it, chances are, so will your readers.

If your goal is to make an impact and create a name for yourself as a writer or business person, there's no greater asset than engaging writing. Attention-grabbing titles and informative, yet entertaining copy will give your articles, stories, web copy, and other documents a much greater chance of being widely read... and remembered.

Meredith Pond is the editor of Kevin Nunley's Artice Service Newsletter and editor of http://www.CheapWriting.com Let DrNunley fix up YOUR newsletter, web copy, article, ad, or sales letter so they SIZZLE! See Kevin's writing, editing, and PR deals at http://DrNunley.com Reach Kevin at mailto:kevin@drnunley.com or 801-328-9006.

"More Quick Ways to Boost Sales in a Slow Economy "
by Kevin Nunley

These days everyone has the same problem. With war updates broadcast 24/7, people are too focused on death, violence, political upheaval, and an uncertain future to worry about shopping. And that's what puts the economy in its current state.

Pam, a former customer of mine, had a thriving business selling vitamin supplements online. Through the events that followed 9/11, her business continued to do well. But this spring everything changed. As the economy tightened and the news focused on war, her customers disappeared.

Of course, her M.I.A. customers had nothing to do with how she was running her business. She offered a broad range of products and used various successful marketing techniques to get the word out about her business. The drop in sales was due to external factors. More specifically, her customers were glued to 24-hour war coverage that made them feel like the world was about to end. Not much there to make people want to buy.

The laws of physics say that what goes up must come down. But when things go down, there is no comforting law that says they have to come back up. However, keep in mind that they usually do anyway. As a business owner, you must accept certain facts, one of which is that a recession makes the strong stronger and the weak weaker. The only way to survive a recession is to get creative with your marketing, and your budget.

Here are a few ideas to help you boost your sales quickly, regardless of economic conditions, and get back in the game as a strong contender:

1. Do Something Extra - No matter what state the economy is in, people love to feel like they are getting great value at a low price. Try putting together a package of popular products or services for an especially low price, then send out an enthusiastic email to your list of subscribers and previous customers. If you don't have a list, arrange a solo send through someone else's newsletter.

2. Exploit Market Vulnerabilities - This is the best time to take your competitors to the mattresses. Forge partnerships and co- marketing opportunities. Find ways to steal business from competitors who are hesitating in the market or withdrawing their marketing until the economy shifts.

3. Take Advantage of New Opportunities - When one door closes, another one opens. Maybe it's harder to get people to buy during an economic downturn, but as the economy dips, so do the prices of ad space. Try buying up a lot of commercial airtime on one radio station for a Sunday. The prices are cheapest on this day, and even cheaper since the recession. You can dominate the airwaves for a day and make a strong impact on an audience you may have overlooked.

New doors in your market may have opened during this economic downturn. Find out what problems businesses similar to yours are facing. What do these changes and challenges mean for your prospects? New problems for your competitors and customers mean new opportunities for you.

4. Reinvent Your Business - There is an important lesson to be learned from Madonna. She keeps selling albums because she reinvents herself constantly to keep people's interest. Consider changing the products or services you offer. I knew a guy who switched his site selling old records to a site that sells only John Denver memorabilia. His business picked up immediately. Is there an enthusiastic segment of your customer base or audience who really want a certain kind of product or service? Maybe your business should be geared more to suit them.

You could also try giving your business or website a makeover. Get a new logo for your website or sign. You can get great logos form gotlogos.com for just $25. Try redesigning your website or using a new color palette for the whole site. A new look boosts excitement for old customers.

5. Spend Less, but Spend Wisely - Don't cut your marketing efforts. Resist the driving temptation to do so. Businesses who try to save money by eliminating marketing are weak, and as I said before, during an economic downturn, the weak get weaker. The strong eliminate wasteful marketing dollars, but not marketing efforts. Track your marketing results and simply cut the unproductive efforts. Find new ways to market on the cheap and keep your name out there. This is the time to establish market dominance.

To save money on goods and services you need, try bartering. Remember, the barter must be win-win for both parties, so offer something as valuable as what you'll be getting.

Make sure you know where every dollar you spend goes. When you make a purchase, always ask yourself how it will improve the company's bottom line. Will it help to improve sales, bring new leads, or improve customer retention? Think before you open your wallet.

6. Cultivate Efficiency - The more efficiently you run your business, the more money you can save and the faster you can bring money in. If you are a service provider, ask for a deposit before starting a job. This gives you operating money to survive on until the job gets done. Pay close attention to your accounts receivable and get invoices out right away. Deposit checks and cash immediately. No more procrastinating.

Review expenses from time to time. Are there things you are spending on that you once thought would turn a nice profit, but now they are no longer making you much money? Cut them!

A down economy closes a lot of doors for all business owners, but if you know where to look, and you have the right key, you can find and open a whole new world of doors. You never know-- recession may be the best thing that ever happened to your business.

Kevin Nunley provides marketing advice and copywriting. See his 10,000 marketing ideas and popular promotion packages at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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