Guest Columnist is expert Marlon Sanders. Click here for a downloadable version of this Report.
Higher Response Marketing, Inc.
I make an extra $5,000 to $13,000
cash bonus anytime I want in only a
few hours via Internet marketing"
only in the eighth grade.
this tall, scraggly, angular kid with thick-rimmed,
Buddy-Holly style glasses standing in front of a Boy
Scout troop numbering 200 or more...
my mind to think about it now. You see, it all
started with a dumb little classified ad I ran in the
local paper (my first direct response ad).
is my thing. I do it for birthday parties. Free. Call
when I started, my parties were free. But I made up
this goofy index card with spots on the outside, and
my name and phone number on the inside.
one to every kid at my parties and showed them how to
do a trick with the spots on the outside. They held
onto it...and before I knew it, my phone was ringing
off the hook, and little-old-seventh-grader-me was
charging $10.00 for birthday parties (a tidy sum for
a seventh grader at the time).
forward one year. My phone rings. Next thing I know,
I'm standing in front of a BIG Boy Scout troop doing
in this story is the greatest marketing secret in the
use it immediately for big profits in your business
regardless of what you sell or who you sell
nine things this secret can do for you:
you a steady flow of highly receptive
prospects to sell your product or service
to...without spending much money.
a flood of business into a retail store
a surge of instant cash flow into your
money for charities, associations and
the need for cold call selling
boost attendance at meetings
a new business on a shoestring budget
your closing ratio from 20% to 80%
much, much more.
The Unstoppable Power Of Endorsement
means that a business, association, organization or
someone other than yourself puts their stamp of
approval on you, your products and services, your
ideas or your company.
In my Amazing
Formula That Sells Products Like Crazy,
I introduced you to Walter "Itsy Bitsy"
Hailey and Steve Anderson (head honcho at Walter's
company, Planned Marketing).
and Steve call this "overhear
psychology"...which means that people attribute
more credibility to statements made by a third party
than those made directly by you.
show business boomed because I used the power of
endorsement (at a very basic, rudimentary level).
When the kids got home, they raved to their parents
about the show. Their parents, in turn, called the
host or hostess and asked about my mystical talents.
Before long, my phone would ring with another
course, it helped that the kids took home my magic
trick, so my name and phone number were instantly
why I call this the greatest marketing secret in the
world . . .
of the biggest selling challenges you face is that
people don't believe what you say. Think about
it. Every week on TV we see stories about companies
ripping the public off. Our potential customers are
scared they're going to be the next victim telling a
sob story on TV.
why they often doubt that your product or service
will perform as promised.
a credible person or organization endorses you or
your products and services, your prospects set aside
their distrust and listen openly to what you have to
say. While you don't have a guaranteed sale, your
odds of success certainly skyrocket.
I've told you how Walter Hailey increased his ratio
of converting prospects to sales from 20% to 80%
using the endorsement method. While every business
has its own numbers, you'll no doubt experience
profound results using this method.
two choices: You can sell the easy way or the hard
way. The hard way is approaching prospects who don't
know or trust you. The easy way is getting others
to introduce you to their own customers who know
and love them, and therefore, by association, know
and love you.
why . . .
heard the expression, "guilt by
association." This puts a new twist on that
saying, "credibility by association."
new customers through traditional advertising (or
even direct mail) puts a big fat hole in your wallet.
If you're uncommonly fortunate, you'll make a profit
on your first sale to a customer you snag through
advertising. If you're average, you'll break even or
a profit, you count on repeat sales and referrals,
which limits your growth because you have to first
recoup your advertising outlay before re-investing
your profits. In short, you're stuck in a cash flow
crunch while waiting to recoup your advertising
you're new in business, the picture looks even
dimmer. You have bills to pay. If you have to wait
for repeat business, you may not be IN business to
reap the rewards.
the clock strikes 12, you're broke. But what if there
were a way to turn the tables and greatly increase
the odds of making a profit up front? First of all,
you'd have a gigantic advantage over competitors who
are stuck in the cash flow rut. Second, you'd
be able to expand more rapidly. Third, you'd
have a cushion to absorb the cost of occasional bad
judgment without putting yourself in a bind.
realistic. Everyone in business makes mistakes. And
if you don't have a profit cushion to fall back on,
the uncomfortable thump can leave you wishing you
were still working at a "real" job.
with endorsements. You can almost instantaneously
access a slew of prospects in a single mailing with
maximum credibility. Let's say a business has 5,000
active customers. How long would it take you to
acquire that many customers through traditional
advertising? If you convert 20% of your leads or
prospects to sales, that means you'd first have to
generate 25,000 ad responses. My friends, that
requires a substantial investment.
contrast, consider this: When you joint venture with
a business with 5,000 customers, you get to access
those customers ALL AT ONCE. You don't have to
advertise for a year or two to get that many
customers. And your cash investment is zero. I'll
Up Front Cash Investment To Reach
5,000 Customers Is Zero!
understand, you have to tailor these numbers to fit
the business you're in. If you sell to wholesalers,
it may be that getting introduced on a favorable
basis to 10, 50 or 100 new accounts translates into
big bucks for you.
you're a mail-order company, a list of 5,000
customers may not mean diddle to you. However, an
endorsement to 50,000 or 100,000 multiple buyers
might stir your blood.
what I'm saying, use your creativity and apply it to
your own situation. If you're thinking, "my
business is different," stop right now! That's a
total cop out. I promise you, when you put your mind
to it, you'll find ways to apply this to your
is the lifeblood of any business.
only one business in the world: Generating prospects,
converting those to customers, and selling again on a
generation is the place where most businesses trip
breaks my heart to see people get involved in
business opportunities without having a way to locate
new prospects. I don't care if you're selling web
sites, network marketing companies, insurance, cars,
dental care, psychotherapy, massage or anything else
in the world.
if you don't have a reliable, predictable, systematic
way to generate new prospects, you don't have a
describes you, don't worry. In the balance of this
issue, I'm going to show you exactly what to do and
how to do it. Follow my instructions, and this won't
be a problem for you anymore. So let's jump right in
and discuss how to use the direct mail endorsement.
principle is simple. You write a hard-hitting sales
letter (or lead generation letter) about your
product, idea or service. Then you locate businesses
who sell to your target market, i.e. the people or
companies you've identified who are most likely to
purchase from you.
the owners to send the sales gem to their customer
list along with a cover letter typed on their company
stationary. The letter introduces you, tells the
benefits of your products or services, and urges the
readers to peruse the enclosed sales letter.
exchange for this endorsement, the host business
receives a percentage of gross sales or the net
profits. How much?
starting point might be 9% of gross sales or 25% of
net profits. That said, I've had friends do
exceedingly well splitting the profits 50/50 on a
high margin product.
have the opportunity, it's a nice touch to first let
the business owners sample your stuff. That way the
cover letter can tout the amazing results they
obtained firsthand (nothing beats personal
testimonials). . . and explain why they're bothering
to endorse you.
the reasoning goes something like this, "After
experiencing these results, I realized I would be
doing you a distinct and profound disservice if I
didn't share my discovery with you and negotiate a
special offer on your behalf."
logic? Instead of being perceived as a letter hawking
a new widget, you frame it as performing a valuable
service for the customers.
important that your customers see you as extending a
special offer not available to regular purchasers.
You reinforce this idea by juicing up the offer with
extra value such as: additional bonuses, an extended
guarantee, a special price or other additional
benefits the average buyer doesn't receive.
reason you make this endorsement in a cover letter
rather than in the primary sales letter is you can
save money by printing the main sales letter in bulk
-- and printing custom cover letters as needed. Then,
you mail the whole kit in the company's envelopes, so
your information will leap out like a neon sign in
the mailbox! Why go to all this trouble? Because of .
Little Understood Fact That
Makes Endorsed Mailings
200%-600% more Profitable
response you receive on an endorsed mailing often
dwarfs the response to lists you "rent"
from commercial mailing list brokers by a factor of 2
to 6 times.
money you pocket from your mailings depends on the
quality of the relationship between the endorsing
business and their customers. If the customers buy a
staple item and tend not to repeat, the endorsement
won't carry near the weight as one to customers who
spend a substantial amount of money frequently.
of this, you'll want to test your letter to 4 or 5
lists in small quantities before you invest
significant money in your mailings.
good test quantity? It depends on your budget and the
size of the lists. Big mail-order companies send out
100,000 pieces sometimes to test complex variations
of letters, offers and lists.
recommend you follow a timeless marketing maxim:
Never gamble more on a mailing than you can afford to
total list is only 5,000, then mail 500 or 1,000. If
it's 1,000 then mail 100 or so.
latter case, your test won't be scientific, but if
several lists receive no responses (or only one)
while others get 3, 4, or more, that tells you
point is: Test the waters before you jump in with
both feet. Use your common sense and you'll do fine.
How You Can Locate
Businesses To Do Endorsed Mailings For You
you're sold on the idea of doing joint venture
mailings. How do you get started? Ask this question:
What else do your customers buy and who else do they
buy it from? Look through the trade publications,
newsletters and magazines they read. Talk to your
customers and find out who they buy from that they
really respect and trust.
your eyes and ears open for businesses with the same
target market as yours and a non-competitive product.
While you can do joint ventures with direct
competitors by selling to the prospects they couldn't
convert, your first time or two out, keep it simple
by doing deals with non-competitors.
ideal endorser sells products or services in the same
price range as yours to virtually identical customers
on a long term repeat basis. Naturally, if you can't
find the ideal host, you'll have to go with the
closest thing you can find.
way, let's see what you're learning so far. What's
the number one best method of approaching a potential
host? If you answered "direct introduction from
someone the potential host knows and respects,"
give yourself a pat on the back and 10 brownie
points. You're a fast learner!
missed the answer (or were clue-less!), keep
reading...you'll catch on in a jiffy.
Intriguing Twists You Can Use
To Extract Extra Chunks of Cash
From Small Lists
you sell to a specialized market and the lists you
have access to on an endorsed basis are small? What
several twists on the theme we're developing:
One: Mail a sequence of letters, not
just one. Send follow up letters several weeks apart
until they're no longer profitable. You don't have to
write completely new letters for this. You can just
use a different headline and begin by referring to
the prior letter(s).
one proven technique: Stamp in red at the top of the
first page "second notice," "third
notice," and so on. Perhaps the first letter
escaped attention, but the second or third notice
makes the prospect wake up and dive in.
two: Follow up your mailings with
phone calls. You'll usually find a number of people
who say, "I'm glad you called. I've been meaning
to call (send in money, or whatever)"
Three: Instead of going for a big
sale, ask for a small trial commitment or a request
for additional information.
have a limited number of prospects to work with from
the beginning, every one is worth gold, so you want
to skim as many off the top as possible. You do this
is by asking for an easy, low-threat action.
examples for different businesses:
Come in, meet the dentist and receive a free
plaque-elimination kit, a new handy flossing tool and
a free report called, "How To Have A Gorgeous
Smile On A Shoestring Budget."
Therapist: Call for a free report, "The
Seven Myths About Massage...And The Little-Known
Relaxation Tool You Can Use At Home." Plus, drop
by any of 5 locations and receive a free neck
Service: Free moving supplies when you call for a
Contractor: Free automobile windshield sunshade
with roofing estimate.
Salesperson: Free Idea Kit.
Super Duper Gizmo: Free demonstration.
lists you have access to are limited in size, these
tips will put a lot of extra cash in your bank
account. Now let's look at a way to blend this
principle with marketing on the web:
course, endorsed mailings aren't the only way to cash
in on this principle. Here's another
To The Personal Introduction
you've ever had any sales training whatsoever, you've
had it drilled into your head to ask everyone,
"who do you know that might benefit from this
traditional technique for obtaining referrals.
glitch with asking the "who do you know"
question is people often feel uncomfortable making
referrals to their friends or business associates.
result, you often find that customers go blank and
can't think of anyone to refer you to, or can only
come up with a few names.
means we're back to running ads or doing something
else to drum up more leads. Not the worst thing in
the world, but let's see if we can come up with
number one: The free newsletter
a newsletter quarterly, every other month or even
monthly. Keep it simple. Front and back of one or two
8 ?quot; x 11" sheets is fine.
with interesting, problem-solving articles and show
readers how to get the end results and benefits they
want. Do NOT make the newsletter an extended
advertisement for your products and services.
with each issue mail a sales letter or flyer on a
different color paper from the newsletter about a
special offer for subscribers only on one of your
products or services.
customers about the free newsletter and ask if they
know anyone you should put on the mailing list. Get
names, addresses and phone numbers. Mail a sample
issue to each person with a cover letter (or a brief
note on a yellow sticky) signed by the referring
person. Next, call and ask if they'd like to continue
sales letters will generate inbound calls before you
know it. And, after mailing 2 or 3 issues, you can
further pursue business by following up with phone
more, because your newsletters enhance your
credibility by showcasing you or your company's
expertise, you'll find you turn a higher percentage
of leads to sales.
see the genius of this method? Your customers will
feel ten times more comfortable helping their friends
and business associates get on the mailing list for a
valuable, helpful, informative newsletter than they
will just giving you referrals directly. The end
result is you get many times the referrals with less
disadvantage of this approach is that, if you're
publishing your newsletter quarterly or every other
month, it takes awhile to turn your efforts into
you're in a hurry for business, let's look at ...
number two: The Gift Sample
technique is so slick, I probably should charge you
extra money just to tell you about it. But no my
faithful subscribers, I won't do that to you. Just
because you had the guts to read my newsletter and
expand your thinking, I'm giving you this one
no-holds-barred. Here it is:
your customers give a sample or trial of your product
or service as a gift to their friends or business
associates. For example:
teacher: Piano lessons
therapist: Back massage
planner: Book, service, or evaluation
One or two sessions
course: Three month memberships
Three or six month subscription
Subtle But Extremely Important
Secret That Makes The Gift Method Work
go around giving away free stuff, people probably
won't value what they're receiving. "If it's
free, it can't be that good," the logic goes. At
best, they're suspicious of the free goods or
services, and they're waiting to find out what the
NOT offer your products or services for free.
Instead, let your customers give your goodies to
their friends or business associates.
should say something like this: "We were so
impressed by this product (or service) we decided to
purchase an introductory session, membership (or
trial whatever) and gift it to you."
makes the sponsor look like a very generous and
caring person. And it prevents the recipient from
going through the mental de-valuation that occurs
with some free offers.
words, it's a sophisticated way of giving away free
services or products without lowering their value.
integrity sake, you may want to have the customers
pay you a token fee for a block of gift certificates,
so they can legitimately say they purchased the
number three: The Vendor/Supplier Angle
beautiful. I touched on it last issue. But it's so
important, I want to re-emphasize it again. As an
illustration, let me give an example for people who
sell web site design.
the point: Once you sell a business your widget-
whether it's a web site, a phone system, a training
seminar, insurance or anything else in the world --
you have the most powerful marketing channel in the
world available to you ... a natural economic chain
to vendors and suppliers and customers.
the case of web site designers, once they sell a web
site to one business, all they have to do is ask for
an introduction to their vendors, suppliers and
customers. Then, each of those businesses has its own
network of vendors, suppliers and customers. The
chain never stops.
can see, you don't have to have a zillion contacts to
make this method work. All you need are several
businesses that will give you an entree to their
network, and you can be set for a long, long time.
are you waiting for? Get started today!
number four: Referral generation tools
a really neat book you need to buy. It's called How
to Generate Word of Mouth Advertising: 101 Easy and
Inexpensive Ways To Promote Your Business by
Godfrey Harris with Gregrey Harris.
books shows you how to generate referrals using a
wide assortment of clever ideas such as: Overseas
Christmas cards, matchbooks turned into
scratch-books, double postcards, phone cards, two-fer
offers, surprise rebates, double message cards,
lottery tickets, client give-aways, screen savers,
customer award program, voucher certificates,
passports for services, and much more.
Greatest Marketing Secret
On The Internet
basic principle I just described can be used on the
Internet as well as off. It's a principle more than a
method. For example, you can offer a sample gift just
as easily (in fact, it's easier) through email as you
can through direct mail.
concept is to use endorsements to build your
business. Everyone knows that the best leads or
prospects come from referrals. But let's say someone
with an ezine list of 5,000 subscribers endorses your
product to their entire list. Isn't that the
equivalent of getting 5,000 referrals?
course it is. Now, you might be wondering what
leverage you have to get someone to endorse your
product to their list. The answer is to sign up for
an associates tracking system where you can track
sales and pay commissions. Check out: http://www.marketingtips.com/assoctrac.html
you market online or off, you need to leverage all
your efforts as much as possible. By tapping into the
relationship other people have with their customers,
you're able to do this.
don't want to make it sound like easy street.
Arranging joint ventures can be time consuming.
People are not always eager to allow you to access
their customer list. I don't want to gloss over these
owners are worried about making their customers
unhappy. You have to prove you have a terrific
product and that you'll indeed deliver it to every
one of the nice things about delivering digital
products. It happens instantly so there are no
concerns about shipping. The other concern people
have is about getting paid. How do they know you're
going to pay them.
incumbent on you to develop a relationship, present
yourself in a professional manner, provide references
and do whatever is necessary to establish trust.
thing I can tell you is this: If you're persistent
and determined, if you present yourself
professionally, if you're determined to create
win/win deals, if you're sensitive to the needs of
others as well as yourself, if you're willing to
think outside the box, you can make these joint
books in the world about networking are written by
Thomas Stanley. If you're a serious student and
really want to learn some turbo-charged techniques of
getting endorsed by power players, read Networking
With The Affluent and Marketing To The
Affluent by Thomas Stanley.
make an extra $5,000 to $13,000 cash bonus
anytime I want in only a few hours via
a simple little method you can use anytime you need
example, this week I've made $6350.00 with it so far.
I'll show you in this article exactly how I made that
month I made $13,000 in 2 week using it.It's so
simple, it's almost laughable, as most of my
marketing methods are. Of course, those results are
not guaranteed and are not necessarily representative
of what the average person makes who use this
my fast cash promotion method. It's only two steps.
One: Compile an "opt-in" list
Two: Email my offer to your opt-in list
don't already have an opt-in list, then obviously
this won't be a fast cash method for you. First you
have to compile your opt-in list. I teach my students
a number of simple, easy methods for doing this.
way, if you aren't familiar with the term,
"opt-in" list, it refers to a mailing list
that people specifically and deliberately subscribe
words, they give you permission to send them emails.
Sending unsolicited emails is a gigantic
"no-no." Now, if you do already have a list
of people who have specifically given you permission
to email them, then you need a product to endorse.
a few things to look for:
1. A 30%
to 50% profit margin.
2. At least a $30 pay out (and preferably more).
3. A proven email sales letter you can use.
4. A reputable company that you know will deliver the
products you sell.
my associates make money, I pay out a 60% commission
on The Amazing Formula That Sells Products Like
Crazy. That is $40.20 per sale.
to making sales to your list is the endorsement
letter. You must preface the sales letter with
reasons why you're endorsing that particular product.
The folks on your list trust you, and will listen to
your opinion about the product.
don't have to write anything fancy. Just include a
note that explains why the product you're endorsing
deserves their attention and how it will benefit
the email that has made me over 6 grand this week. I
sent it to my customer list. I prefer shorter emails
but this one needed more explanation.
to introduce you to a friend of mine who has helped
me make a small fortune.
is Jonathan Mizel. And he has a legitimate genius IQ.
with companies such as these on Internet marketing
companies are raking in huge bucks (and I do mean
huge)using a method called "per
Jonathan is smack dab in the middle of this ultra-hot
show you how companies are growing from scratch to
zillions in sales in remarkably short periods of time
using "per transaction" marketing.
only method I know that allows you to ramp up from
small volume to large volume almost overnight --
without spending one freakin' dime on advertising!
means your potential profits have almost no limit and
the money you risk to get that payoff is quite small
if you already have products and a web site.
don't have to be Microsoft to use his methods. They
work for small, medium and large companies alike.
you'll become the next Microsoft or an overnight
millionaire. But Jonathan does use his methods with
people and companies in those categories.
knowledge, Jonathan is the only person explaining the
magic of "per transaction" marketing in a
format where you can actually apply it to your
business tomorrow morning.
something that Jonathan found out by working
"hands on" with the big corporations. This
IS what the serious Internet marketing companies are
doing because you can scale up from small to giant
volume in a flash.
ads and other methods are great for getting started.
But how are you ever going to get the VOLUME that
hauls in big bucks -- without spending a fortune on
what Jonathan shows you...
thing: You may not be able to tell it from the sound
of his sales letter, but his product is NOTHING like
covers totally different types of information than
yours truly. While per transaction marketing is not
new, Jonathan's insights and insider info on how
companies are exploding with this method is hot and
why I felt a duty and an obligation to introduce you
to my good friend and one of the most astonishing
marketers I know who has been publishing his
newsletter since before the World Wide Web even
great pleasure, I introduce you to the unmatched
genius of Jonathan Mizel.
users click here
you send out an email like that? I like two products:
A great product for beginners that comes with an A to
Z how to manual.
I use Mail King because it allows me to put a name in
the subject field of the email. But it did take
awhile for me to figure out how to use it.
your email letter in a text editor such as text pad
and place a hard return at or before 65 characters on
a line. This prevents your email from wrapping and
looking like garbage when it arrives in your
customer's email box.
do your mailing, expect .5% of the list to buy.
However, the true answer is that you'll know your
response rate a week after you email your sales
letter. The bulk of your responses will come in
within 72 hours.
this simple two-step formula and you can create money
out of thin air anytime you need it.
Sanders is author of The
Amazing Formula That Sells Like Crazy
to Create Your Own Products In A Flash.
in-depth look at the formula presented in this
report, visit Marlon's web site at: http://www.amazingformula.com
has spoken at over 120, $3,000 one-day marketing
seminars and commands $1000 an hour for consulting.
His reseller program for The Amazing Formula
is one of the top-ranked systems on the Internet.