Niche Marketing Tips

Becoming highly skilled in one target [niche] marketing area is vital to the money you will make.

Niche marketing is the process of focusing on a select and specific group of people you are advertising to. And it has everything to do with the product you are selling.

For example, if you are marketing infant products, it would be very unwise [and costly] to stage a direct mail campaign on a random list.

How many times have you got a mailing that went in the trash just because it was selling a product or service you have no interest in?

How can you pre-quality or target market your audience before placing an ad? Test your ads in the smaller e-zines that offer low-cost advertising until you refine your ad and hit the right market.

As soon as you begin generating responses to your ads, keep in contact with these customers and grow from there. They will bring you more customers like themselves because "birds of a feather flock together."

• Take your time to get to know some of the pros and read what they have to say;
• Survey and study the market;
• Read and educate yourself by investing time into study;
• Learn the tricks of the trade;
• Make friends and associates with "good" dealers and stick with them;
• Honor your word.

Selecting The Right U.R.L.-

Ask 500 people already in business how they decided upon their U.R.L. and you will get 500 different answers. Everyone has a story behind how they chose their own business name.

Even if the business is named after their own birth name, there's a reason why this was done. When you open a web business, in a sense, you are causing a new birth to begin.

Just as if you were choosing a name for your own unborn child, you need to spend considerable time in deciding upon your business name.

There are several reasons why a good business name is vitally important to your business. The first obvious reason is because
it is the initial identification to your customers; your brand-awareness.

Your U.R.L. is a catchy, easy-to-remember indication as to the product or service you offer. Names like “classytreasures.com”, "sensiblecomputersolutions.com", or “needamillion.com” are good examples of catchy names.

These types of names relate to your product or service but also serve as a type of branding for your business. This is a critical element of successful marketing.

When you are brainstorming a name, you may need to wait until you have a product or service to sell and then decide upon a business name; because your business name should give a direct clue as to what product or service you are selling.

To generate ideas, begin looking at U.R.L.'s everywhere you go.

Notice which ones catch your eye and stick in your mind. Then, when you finally find a few names you really like- try bouncing them off other people and get their opinion- observe their reaction.

Information Products-

Millions of e-books and Special Reports sold every year by small, unassuming, desktop publishers that operate from a home-based office.
If you have no desire to write your own material, you'll learn how to get authors to write for you:

http://www.elance.com
http://www.rentacoder.com

Many authors have chosen to by-pass the usual publishing routes and, instead, self-publish their own books. Admittedly, this means more profits.

This section is not about writing. It is assumed that you will write your own booklets, or JV with ghostwriters to write for you. So, the following information will focus only on the steps you need to take to succeed (make money) as a self-publisher.

Birds-Eye View-

• Generate book ideas and proposals, either your own or by hiring authors/ghostwriters;
• Evaluate these ideas and proposals as to the feasibility of producing a valued book, and reaching a large group of hungry prospective customers;
• Evaluate the size of the market and determine how you'll reach that market;
• Research any competitive books;
• Consider various related products that you could sell to the people who buy your book- an invaluable use for obtaining Private Label Rights {P.L.R.'s};
• Write and edit the book or JV with a ghostwriter to do it for you;
• Begin your marketing effort by designing Web copy, ads and brochures;
• [Often, this step comes before, or during, writing the book.
• Your sales material can give you something to "live up to."]
• Launch a test marketing [pre-launch] campaign, followed by a full scale marketing and publicity campaign;
• Sell follow-up products to your customers [back-end sales are your 'large' money-maker.

Selecting a Topic-

The best, and easiest, subjects for self-publishers to produce are of the "how to" genre. Books, reports and manuals that tell readers how to do something are among the liveliest sellers -vs- broad coverage books.

It's very difficult for a small publisher to be successful with novels, or poetry books. So this section will focus on "how to" books. However, you can apply many of the techniques discussed here to market these other kinds of books as well.

To begin, you should publish material on topics which you are most familiar or are deeply passionate about. You should also have a market targeted and a plan for reaching that market.

Example:

You may have in mind to produce a book about how to make money with crafts– to be sold in small craft shops, craft fairs, craft magazines and through direct mail to people who make craft items; as well as off the Web.

It's not necessary for you to be an expert on a topic if you aren't writing the book yourself. But you do need to be knowledgeable enough to evaluate the book proposals that are submitted to you.

Otherwise, you'll have to hire an expert to evaluate the manuscript for you. Most small publishers specialize in one or two general topics.

Once you have a few potential topics, these ideas must be evaluated.

The most crucial question is, "does the market demand a book like this and, if so, how will I sell it?"

First, you need to evaluate the size of the market. If there are only a few hundred people who would be interested in your book, you may want to reconsider.

Many desktop publishers recommend that you have a potential market of at least 10,000 people who would be interested in your topic. Next, you need to determine if these people are easy to reach.

• Are there e-zines, trade associations, or mailing lists that you can use?
• Perhaps, Web newsgroups/forums/blogs you can lurk?

Other Factors to Evaluate-

• Are there any similar books already on the market;
• How is your book different (more valuable);
• Are there enough people who really want your book;
• Is your information up-to-date;
• Can you produce exciting promotional material to sell your book?

It's important to consider your book's selling points. If it's easy, write an ad for the book; that is, your material has many selling points- the book will be easier to market. More about book marketing later.


Book Titles-

The title of your book is of the greatest importance. It alone will determine the sales volume to a HUGE degree. A good title will often result in increased interest as well as higher profits.

It is basically a mini-billboard. “Never judge a book by its cover” [or title, in this case] definitely does NOT apply in marketing!

Example:

How to Get Rich in Mail Order is much better than How to Get Started In Mail Order. Here are a few more good examples of lively book titles:

• Homemade Cash!
• Cash From Your Computer!
• Is There a Book Inside You?
• 129 Ways Anyone, Anywhere Can Make $200 Right After Dinner!
• How to Write a Million Dollar Opportunity Book!
• Why S.O.B.'S Succeed and Nice Guys Fail In Small Business
• How to Write a Hit Song...AND SELL IT!
• Joint Venture Secrets Revealed
• And so on...

A good book title should:

• Grab the attention of the reader;
• Honestly and clearly reveal the book's subject;
• Arouse interest;
• Define the area covered by the book;
• Promise an immediate benefit.

Many books also have a subtitle. The subtitle is usually about
6 to 15 words long and should reveal even more about the book. For example:

QUICK CASH:

How Anyone, At Any Time, Anywhere Can Make At Least $200
Right After Dinner!

One more thing about book titles:

If you're planning to produce ads or direct mail pieces to promote your book, you should consider a snappy, upbeat title which can also be used as your headline.

The above book title, along with its sub-title, in national full-page advertisements has sold thousands of copies of the book, Quick Cash. It's attention-getting, informative, captures the imagination of the proper prospect and offers a benefit.

Book Editing-

Editing a book takes a considerable amount of time. There are many things to check for, including:

• Spelling errors;
• Sentences that are too long;
• Misuse of words;
• Punctuation errors;
• Capital letters;
• Nonsense sentences;
• Factual errors;
• Omissions of vital material...

Eliminating spelling errors is the easy part.

It is wise to make three passes through the entire book looking for errors. Have another person- skilled at editing- make a final check of the book; most beneficial. They will look at the book with a fresh view and catch errors that you may have overlooked.

The two most important parts of editing is to:

• Check the book's facts;
• Check the book's completeness.

You must make certain that the book contains no factual errors and that it adequately covers the topic. If your book falls short in these two areas, it will most likely be a failure and a waste of your time and money, as well as a waste of your reader's time and money.

So always double check each fact and make certain that all of the important facets of the topic are discussed. In other words, make sure that your book has something informative to say and that it's said correctly.

You'll want a sufficient number of pages in your book to adequately cover the topic. However, make sure that you have something worth saying; then say it succinctly. "How-to" readers dislike rambling prose.

So, leave all fluff out of your book and get to the point.

It's often assumed that "page count" determines the price you charge for your book. In reality, it's the real value of the information you provide that should determines price.

For example:

You have discovered a unique, fast, easy, low-cost way to make fuel for diesel automobiles at home with left-over cooking oil. If you can relate that information in 6 just pages, you can most likely sell your report for a very high price.

Who cares how many pages it takes?

It's the how-to information that's important.

The above is also a good example of real value -vs- perceived value [a dollar amount attached to an offering that makes it appear to be worth far more than the information is actually worth].

Book Pricing and Marketing-

Whatever amount you come up with for the price of your book, remember that- unlike selling hard copy- every sale you make is almost entirely profit. Furthermore, because it is automatically delivered-

Your initial labor investment will be making you money over and over, via replication.

Without JV leverage, initial advertising can deeply inhale 60% to 75% of your profits; aggressively promoting your book to get into the mass market.

Marketing efforts really begin before the book is even printed. At minimum, you must:

• Define and identify your most likely customers;
• Determine why they would want your book;
• Design benefit laden ads and brochures;
• Direct your ads toward the most likely place your prospect will see it.

Your marketing strategy should also consist of developing a Reseller's [Affiliate] Program to dealers, wholesalers and bookstores. Other marketing strategy considerations include:

• Sending publicity releases;
• Mailing review book copies to editors of appropriate publications;
• Appearing on radio or TV talk shows.

There are literally hundreds of different ways to sell your books. One thing is certain; on-line publishing is as close to pure profit as it gets.

You'll need to design hard-hitting, compelling ad/sales copy. Your book ads, direct mail pieces, brochures and dedicated Web Site should focus on the benefits that the book will give the customer.

Typical benefits include:

• More money;
• A better job;
• Health;
• Happiness;
• Knowledge;
• Love;
• Luck;
• Personal improvement;
• And so on...

Your ads and sales copy must rapidly convince your prospects that they'll enjoy the instant gratification of these benefits by buying your book. Therefore, your ads must be eye-catching, descriptive and inspirational.

If you don't want to tackle writing your own ads, hire or JV with a direct response copywriter to do it for you [a share in the profits].

Really goods ones can often bring you a constant stream of business. Trade journals such as Direct Marketing magazine and DM News may be of use for copywriter listings.

Another important factor to consider is the overall appearance of your ads and brochures. Simply put, they should look appealing and be easy to read.

Make sure that you follow the rules of typesetting, proper graphic techniques and, most importantly, deploy a stop-the-readers-dead-in-their-tracks headline and irresistible, well- written ad copy.

A solid, reliable guarantee will definitely improve sales!

Additional Income Potential-

One of the best ways to produce additional income from your book is through back-end sales and up-selling; selling other products that are directly related to the book's topic.

If you're selling a book about making money with computers, for example, you should include an offer for other money-making opportunity books.

When your client receives their order for your main product, they also receive a link and one-time 50% off digital coupon for your other products.

Since the customer has already expressed an interest in your topic by buying your book, it is a statistical certainty that a certain percentage of those buyers will also be interested in your other related products...

Provided that your customer was truly satisfied with their investment in you.

You can get these other products by:

• Developing them yourself;
• JV'ing with other freelance writers;
• Obtaining Reseller's/Reprint Rights [such as the ones included with this product;
• Acting as a dealer for other companies [Affiliate Reseller]. Some self-publishers.
• Researching the Public Domain.

In the long run, you'll tend to make more money from back-end sales than you did from the original book sale, via your customer mailing [opt-in] list. You can continue to e-mail catalogs or information on your latest offerings throughout the year to your buyers.

Another important aspect of marketing is the manner in which you operate your business. You should always bend over backwards to treat the customer with ultimate respect:

• Answer all complaints politely and objectively!
• Return all refunds promptly and cheerfully!
• Sincerely thank folks requesting a refund- for checking you out!
• Reply to every inquiry the same day, if possible.

You need to develop a good reputation for your enterprise, if you actually expect to reap repeat orders and good word of mouse.

Many desktop publishing authors have become millionaires. Serious ones make an above average living. Writing and marketing- the essence of desktop publishing- takes learning, practice, perseverance and determination.

Granted, the work is "easy." It's not like mining 16 tons of coal.

But your brain will be engaged at all times and you must constantly seek ways to better market your book. Maybe 5% of your efforts will be tied up in producing your book; the other 95+% will be marketing.

As a matter of fact, if you are deeply passionate about your offerings- not only will you lose sleep from time to time; your mind racing with possibilities...

You'll even begin to lucidly dream about your Web endeavors!

However- no matter how good your book is, now matter how well written, no matter how timely or interesting the topic:

Nothing will happen until you harvest leads and lead prospects to the point of taking out his or her check card and actually buying.

Keep in mind- as you prepare sales copy for a salable book or report- that you will master the techniques of marketing.

These two skills, writing and marketing, can be easily learned. And, as you progress, you'll discover pockets of profit that can send your earnings sky high.

Though self-publishing your own book, like most worthwhile endeavors, takes some amount of preparation; the potential for earning on the Web is simply staggering! You can JV or hire experts to do a large part of the work for you (design covers, typesetting, editing, indexing, ghostwriting, etc.).

It is recommended that you save yourself some problems by preparing an overall plan for producing and marketing your book. You'll also want to gather additional products related to the book's topic that you can sell for additional profits.

Thousands of successful authors have found that desktop publishing is the only route to take. Why not you?!?

Developing an Affiliate Network-

You may have the greatest bargain in the world, but it will be of no value to you if you don't know who's going to buy it, or how you are going to get the word out about it.

One highly successful way to do it, is recruit as many other people as you can to help do the selling. This means setting up a distributor network; known as a Reseller or Affiliate Program.

To do this, you must make it worthwhile for other people to sell your product. You offer a percentage of the sales price to each book they sell for you. Generally, this is at least 50% for each copy sold [more is better].

Also, truly excited and satisfied end-consumers make the best sales force. In other words, allow end-consumers who have taken the time to write you a heart-felt testimony to become special Affiliates [a higher percentage than your standard Affiliates].

The important thing is to shave your profits to a minimum when you have other people doing the work for you, which is to say that the more generous your are in your Affiliate Commissions, the more people will move product for you.

Setting up your distributor program will require advertising and a sales kit for the sellers.

To actually get these interested opportunity seekers highly motivated to sell your product for you, you'll need a dynamic sales letter and seller's kit; to send out in response to the replies to your advertising.

Cultivating Your Own Profitable E-mailing List-

Assuming you've got a great product and sizzling, order-pulling sales copy, your focus is now on the problem of cultivating an opt-in e- mailing list that respond [produce profitable orders].

Without a good mailing list; the time and money you spend on product and market research, advertising layout and knowledge relating to direct marketing will be futile.

You get your prospect's e-mail address with a genuinely high-quality, “must-have” offer, at no cost to them; otherwise do not waste their time. The Web is already over-polluted with way too much garbage, disguised as “information”.

It has been determined, time and time again; in most cases, people do not make a purchase until after the third contact- and as many as seven contacts later.

Typical Statistics:

Upon first visit you will do well to get a .5% to 1% conversion ratio [this means 1 actual buyer for every 100 to 200 visitors].

Using auto responders, or a high quality, content rich e-zine, your conversion ratio jumps up as high as 16% by the third contact. By the seventh contact, conversion ratios in excess of 60% have been achieved!

Regardless of how obvious this seems, it is the most-often over-looked part of the beginning Infopreneur's planning. A word to the wise:

Do not think you'll save time by buying inexpensive e-mailing lists.

You'll waste money chasing the wind with these lists. And as an added bonus, you'll get nailed for being a spammer. If you're really unfortunate, you'll be charged by th F.C.C...
These lists are compiled from bulk e-mail harvester programs, such as List Sorcerer. The best thing to do is cultivate your own from scratch.

As mentioned previously; this can be via a Premium free offer or your own e-zine/newsletter.

In either case, you want to offer something that has real value to the reader and is good enough quality that it could actually be sold for money.

Your sign-up offer will say volumes about you, and will ultimately be be the “make or break” in keeping a prospect. Set your venture up the right way, the first time, and offer nothing but the Finest- free or for pay.

Doing so, with liberal Reseller's or Free Reprint Rights [in the case of a give-away product or bundle] will generate you a steadily-growing stream of traffic and sales for months and years to come.

In addition- offer Rebranding Rights to your book, for a small fee.

Likewise, a superior-quality e-zine will do the same, as it is shared beyond your subscriber list.

One final word to the wise-

Do NOT create a Windows executable [.exe] product- stick whole-heartedly to PDF's ONLY!

Survival Tips For Small Businesses - Part 2: Personal Considerations

Before You Start-

Starting a business is risky at best; but your chances of making it go will be better if you understand the problems you'll meet and work out as many of them as you can before you start.

Here are some questions and work-sheets to help you think through what you need to know and do. Check each question if the answer is YES. Where the answer is NO, you have some work to do.

How About You?

• Are you the kind of person who can get a business started and make it go? (Before you answer this question, use the worksheet below).
• Think about why you want to own your own business. Do you want to badly enough to keep you working long hours without knowing how much money you'll end up with?
• Have you worked in a business like the one you want to start?
• Have you worked for someone else as a foreman or manager?
• Have you had any business training in school?
• Have you saved any money?

How About the Money?

• Do you know how much money you will need to get your business started?
• Have you counted up how much money of your own you can put into the business?
• Do you know how much credit you can get from your suppliers--the people you will buy from?
• Do you know where you can borrow the rest of the money you need to start your business?
• Have you figured out what net income per year you expect to get from the business? Count your salary and your profit on the money you put into the business.
• Can you live on less than this so that you can use some of it to help your business grow?
• Have you talked to a banker about your plans?
• How about a partner? If you need a partner with money or know-how that you don't have, do you know someone who will fit--someone you can get along with?
• Do you know the good and bad points about going it alone, having a partner, and incorporating your business?
• Have you talked to a lawyer about it?

How About Your Customers?

• Do most businesses in your community seem to be doing well?
• Have you tried to find out whether stores like the one you want to open are doing well in your community and in the rest of the country?
• Do you know what kind of people will want to buy what you plan to sell?
• Do people like to live in the area where you want to open your store?
• Do they need a store like yours? If not, have you thought about opening a different kind of store or going to another neighbor-hood?

Worksheet No. 1-

Under each question, check the answer that says what you feel or comes closest to it. Be honest with yourself- you're the one who benefits from your brutally candid honesty:

Are you a self-starter?

* I do things on my own; nobody has to tell me to get going.

* If someone gets me started, I keep going all right.

* Easy does it. I don't put myself out until I have to.

How do you feel about other people?

* I like people. I can get along with just about anybody.

* I have plenty of friends--don't need anyone else.

* Most people irritate me.

Can you lead others?

* I can get most people to go along when I start something.

* I can give the orders if someone tells me what we should do.

* I let someone else get things moving. Then I go along if I feel like it.

Can you take responsibility?

* I like to take charge of things and see them through.

* I'll take over if I have to, but I'd rather let someone else be
responsible.

* There's always some eager beaver around wanting to show how smart he is. I say let him.

How good an organizer are you?

* I like to have a plan before I start. I'm usually the one to get things lined up when the group wants to do something.

* I get all set and then something comes along and presents too many problems. So I just take things as they come.

* I do all right unless things get too confused. Then I quit.

How good a worker are you?

* I can keep going as long as I need to. I don't mind making sacrifices and working hard for something I want.

* I'll work hard for a while, but when I've had enough, that's it.

* I can't see that hard work gets you anywhere.

Can you make decisions?

* I can make up my mind in a hurry if I have to. It usually turns out O.K., too.

* I can if I have plenty of time. If I have to make up my mind fast, I think later I should have decided the other way.

* I don't like to be the one who has to decide things.

Can people trust what you say?

* You bet they can. I don't say things I don't mean.

* I try to be on the level most of the time, but sometimes I just say what's easiest.

* Why bother if the other person doesn't know the difference?

Can you stick with it?

* If I make up my mind to do something, I don't let anything stop me.

* I usually finish what I start--if it goes well.

* If it doesn't go right away, I quit. Why beat your brains out?

How good is your health?

* I never run down!

* I have enough energy for most things I want to do.

* I run out of energy sooner than most of my friends seem to.

Count the Checks You Made-

How many checks are there beside the first answer to each question?

How many checks are there beside the second answer to each question?

How many checks are there beside the third answer to each question?

If most of your checks are beside the first answers, you probably have what it takes to run a business. If not, you're likely to
have more trouble than you can handle by yourself.

Better find a partner who is strong on the points you're weak on.

If many checks are beside the third answer, not even a good partner will be able to shore you up.


Getting Started-

Your building:

* Have you found a good building for your store?

* Will you have enough room when your business gets bigger?

* Can you fix the building the way you want it without spending too much money?

* Can people get to it easily from parking spaces, bus stops, or their homes? * Have you had a lawyer check the lease and zoning?

Equipment and supplies:

* Do you know just what equipment and supplies you need and how much they will cost?

* Can you save some money by buying second hand equipment?

Your merchandise:

* Have you decided what things you will sell?

* Do you know how much or how many of each you will buy to open your
store with?

* Have you found suppliers who will sell you what you need at a good price? * Have you compared the prices and credit terms of different suppliers?

Your records:

* Have you planned a system of records that will keep track of your income and expenses, what you owe other people, and what other people owe you?

* Have you worked out a way to keep track of your inventory so that you will always have enough on hand for your customers but not more than you can sell?

* Have you figured out how to keep your payroll records and take care of tax reports and payments?

* Do you know what financial statements you should prepare?

* Do you know an accountant who will help you with your records and financial statements?

Your store and the law:

* Do you know what licenses and permits you need?

* Do you know what business laws you have to obey?

* Do you know a lawyer you can go to for advice and for help with legal papers?

Protecting your store:

* Have you made plans for protecting your store against thefts of all kinds--shoplifting, robbery, burglary, employee stealing?

* Have you talked with an insurance agent about what kinds of insurance you need?

Buying a business someone else has started:

* Have you made a list of what you like and don't like about buying a business someone else has started?

* Are you sure you know the real reason why the owner wants to sell this business?

* Have you compared the cost of buying the business with the cost of starting a new business?

* Is the stock up to date and in good condition?

* Is the building in good condition?

* Will the owner of the building transfer the lease to you?

* Have you talked with other business owners in the area to see what
they think of the business?

* Have you talked with the company's suppliers?

* Have you talked with a lawyer about it?

Making It GO-

Advertising:

* Have you decided how you will advertise? (Newspapers--posters--handbills--radio--mail?)

* Do you know where to get help with your ads?

* Have you watched what other stores do to get people to buy?

The prices you charge:

* Do you know how to figure what you should charge for each item you sell?

* Do you know what other stores like yours charge?

Buying:

* Do you have a plan for finding out what your customers want?

* Will your plan for keeping track of your inventory tell you
when it is time to order more and how much to order?

* Do you plan to buy most of your stock from a few suppliers rather
than a little from many, so that those you buy from will want to help you succeed?

Selling:

* Have you decided whether you will have sales clerks or self-service?

* Do you know how to get customers to buy?

* Have you thought about why you like to buy from some sales clerks while others turn you off?

Your employees:

* If you need to hire someone to help you, do you know where to look?

* Do you know what kind of person you need?

* Do you have a plan for training your employees?

Credit for your customers:

* Have you decided whether or not to let your customers buy on credit?

* Do you know the good and bad points about joining a credit-card plan?
* Can you tell a deadbeat from a good credit customer?

A Few Extra Questions-

* Have you figured out whether or not you could make more money working for someone else?

* Does your family go along with your plan to start a business of your own?

* Do you know where to find out about new ideas and new products?

* Do you have a work plan for yourself and your employees?

* Have you gone to the nearest Small Business Administration office for help with your plans?

If you have answered all these questions carefully, you've done some hard work and serious thinking. That's good.

But you have probably discovered some things you still need to know more about or do something about. Do all you can for yourself, but don't hesitate to ask for help from people who can tell you what you need to know.

Remember, running a business takes guts...

Go Forth Boldly and Without Fear!

Survival Tips For Small Businesses - Part 1: Strategic Considerations

Summary-

You may be in Mail Order, Direct Mail, E-Mail/E-Zine Marketing, or you may be a local merchant with 150 employees; whatever the case-you've got to know how to keep your business alive during economic recessions.

Long before the cash flow in a business, large or small, starts to tighten up, the money management of that business has to be run as a "tight ship." Some of the things you can and should do include protecting yourself from expenditures made on sudden impulse.

We've all bought merchandise or services we really didn't need simply because we were in the mood, or perhaps in response to the flam-boyancy of the advertising or the persuasiveness of the salesperson.

Then we sort of "wake up" a couple of days later and find that we've committed hundreds of dollars of business funds for something that's not essential to the success of our own business, when really pressing items had been eagerly waiting for those dollars.

If you are incorporated, you can eliminate these "impulse purchases" by including in your by-laws a clause that states: "All purchasing decisions over (a certain amount) are contingent upon approval by the board of directors."

This will force you to consider any "impulse purchases" of serious cost, and may even be a reminder in the case of smaller purchases.

If your business is a partnership, you can state, when faced with a buying decision, that all purchases are contingent upon the approval of a third party. In reality, the third party can be your partner, one of your department heads, or even one of your suppliers.

If your business is a sole proprietorship, you don't have much to worry about really, because as an individual you have three days to think about your purchase, and then to nullify that purchase if you think you don't really need it or can't afford it.

While you may think you cannot afford it, be sure that you don't "short-change" yourself on professional services. This would apply especially during a time of emergency.

Anytime you commit yourself and move ahead without completely
investigating all the angles, and preparing yourself for all the contingencies that may arise, you're skating on thin ice.

Regardless of the costs involved, it always pays off in the long run to seek out the advice of experienced professionals before embarking on a plan that could ruin you.

1244 Stock Category Advantages-

As an example, an experienced business consultant can fill you in on the 1244 stock advantages. Getting eligibility for the 1244 stock category is a very simple process, but one with tremendous benefits to your business.

The 1244 stock encourages investors to put equity capital into your business because in the event of a loss, amounts up to the entire sum of the investment can be written off in the current year.

Without the "1244" classification, any losses would have to be spread over several years, and this, of course, would greatly lessen the attractiveness of your company's stock. Any business owner who has not filed the 1244 corporation has in effect cut himself off from 90 percent of his prospective investors.

Getting “Hard-Nosed”-

Particularly when sales are down, you must be "hard-nosed" with people trying to sell you luxuries for your business. When business is booming, you undoubtedly will allow sales people to show you new models of equipment or a new line of supplies; but when your business is down, skip the entertaining frills and concentrate on the basics.

Great care must be taken however, to maintain courtesy and allow these sellers to consider you a friend and call back at another time.

Your company's books should reflect your way of thinking, and whoever maintains them should generate information according to your policies.

Thus, you should hire an outside accountant or accounting firm to figure your return on your investment, as well as the turnover on your accounts receivable and inventory. Such an audit or survey should focus in depth on any or every item within the financial statement that merits special attention.

In this way, you'll probably uncover any potential financial problems before they become readily apparent, and certainly before they could get out of hand.

Further Considerations-

Many small companies set up advisory boards of outside professional people. These are sometimes known as Power Circles, and once in place, the business always benefits, especially in times of short operating capital.

Such an advisory board or power circle should include an attorney, a certified public accountant, civic club leaders, owners or managers of businesses similar to yours, and retired executives.

Setting up such an advisory board of directors is really quite easy, because most people you ask will be honored to serve. Once your board is set up, you should meet once a month and present material for review.

Each meeting should be a discussion of your business problems and an input from your advisers relative to possible solutions.

These members of your board of advisers should offer you advice as well as alternatives, and provide you with objectivity. No formal decisions need to be made either at your board meeting, or as a result of them, but you should be able to gain a great deal from the
suggestions you hear.

You will find that most of your customers have the money to pay at least some of what they owe you immediately.

To keep them current, and the number of accounts receivable in your files to a minimum, you should call them on the phone and ask for some kind of explanation why they're falling behind.

If you develop such a habit as part of your operating procedure,
you'll find your invoices will magically be drawn to the front of their piles of bills to pay.

While maintaining a congenial and courteous attitude, don't hesitant, or too much of a "nice guy" when it comes to collecting money.

Building the Strength of Your Stay Power-

Something else that's a very good business practice, but which few business owners do is to methodically build a credit rating
with their local banks.

Particularly when you have a good cash flow, you should borrow $100 to $1,000 from your banks every 90 days or so. Simply borrow the money, and place it in an interest bearing account, and then pay it all back at least a month or so before it's due.

By doing this, you will increase the borrowing power of your signature, and strengthen your ability to obtain needed financing on short notice.

This is a kind of business leverage that will be of great value to you if or whenever your cash position becomes less favorable.

By all means, join your industry's trade associations. Most of these organizations have a wealth of information available on everything from details on your competitors to average industry sales figures, new products, services, and trends.

If you are given a membership certificate or wall plaque, you should display these conspicuously on your office wall. Customers like to see such "seals of approval" and feel additional confidence in your business when they see them.

Often Overlooked-

If at all possible, you should have your spouse work in the business with you for at least three or four weeks per year.

The important thing is that if for any reason you are not available to run the business, your spouse will be familiar with certain people and situations about your business.

These people should include your attorney, accountant, any advisors or consultants, creditors and your major suppliers. The long-term advantages of having your spouse work four weeks per year in your business with you will greatly outweigh the short-term inconvenience.

Many couples share responsibility and time entirely, which is in most cases even more desirable. Whenever you can, and as often as you need it, take advantage of whatever free business counseling is available.

The Small Business Administration published many excellent booklets, checklist and brochures on quite a large variety of businesses.

These publications are available through the U.S. Government Printing Office. Most local universities, and many private organizations hold seminars at minimal cost, and often without charge. You should also take advantage of the services offered by your bank and local library.

The important thing about running a small business is to know the direction in which you're heading...to know on a day-to-day basis your progress in that very direction [your dynamic Business/Marketing Plan]

Be aware of what your competitors are doing and practice good money management at all times.
All this will prepare you to recognize potential problems before they arise. In order to survive with a small business, regardless of the economic climate, it is essential to surround yourself with smart
people, and practice sound business management at all times.

The Misconception About Business In The Summer-

Whoever started the nasty rumor that Mail Order business is very slow during the months of July and August is dead wrong. In case you are new to the world of Mail Order you are likely to believe this rumor.

The sad part is that a lot of people in the business really believe it! Why do they believe it? Because they have been told by someone else and the rumor was considered "gospel" - so that someone told someone else and so on- sound familiar?!?

What people don't realize is that there is no foundation to this rumor. The only reason the mail order business MAY slow down in the summer months is because of the nature of the product being sold. Try selling winter clothes in July!

Some people will go so far as to stop advertising during the summer months because they are convinced they won't get any sales. Because of the drop in revenue for publishers, due to this line of thinking-

Everybody suffers and they keep the rumor alive and true. Only people believing this lie are making it happen.

Do YOU Have What It Takes?

There are qualities of endeavor and achievement that are common to many people who make it to the top. The following questions are a guideline to self-enterprise and attaining your goals.

• Do you prefer to work for yourself than for others?
• Are you well-informed on current business and political affairs?
• Are you a leader?
• Do you take advantage of opportunities?
• Do you pay attention to what other people say?
• Can you finish a job even when it is difficult or unpleasant?
• Are you challenged by problems?
• Do you have a goal you want to achieve?
• Do you consider other people?
• Do you strive to attain?
• Can you obey commands?
• Can you bounce back after defeat?
• Do you believe in yourself?
• Can you stand by your actions in spite of criticism?
• Can you follow instructions?
• Can you respond to the needs of others?
• Will you give credit to others?
• Can you make your own decisions?
• Are you determined?
• Are you ready for success?

Establish a Goal-

What do you want?

• Are you looking for financial security, professional acknowledgment, spiritual attainment?
• Do you want to fit better socially, or become more expressive creatively?

Establish the goal that's right for you.

Then turn that goal from a dream into a desire. You want to realize that goal, not just wish for it. Aesop said, "Beware that you do not lose the substance by grabbing at the shadow."

• Know exactly what you want, then go for it.
• Don't be tricked by your own procrastination- especially if you want to achieve something artistic.

The writer Thomas Wolfe wrote, "I had been sustained by that delightful illusion of success which we all have when we dream about the books we are going to write instead of actually doing them.

Now I was face to face with it, and suddenly I realized that I had committed my life and my integrity so irrevocably to this struggle that I must conquer now or be destroyed."

Can you see what you want? If you want the abundance of material wealth that money provides, what goal will give you that money?

• Do you want the prestige of owning your own business?
• What business do you want to begin?
• Where are the opportunities for you?

Talk to everyone in the business you want to join. Make friends in the literary or art societies in your area. Read books and articles about your field of endeavor. How can you attain your goal?

"If you don't want to work, you have to work to earn enough money so that you don't have to work!" wrote Ogden Nash. Money makes money; success breeds success.

But not always.

How can you break through those thoughts to help yourself to the rewards?

Henry David Thoreau wrote...

"I have learned this at least by my experiment:

That if you advance confidently in the direction of your dreams, and endeavor to live the life which you imagine, you will meet with success."

Think BIG and passionately visualize success, consistently and without ceasing:

• Do you see yourself in a big house?
• Maybe you picture your artwork hanging in a gallery.
• Can you feel your book in print and in your hands?
• How does it feel to be a person of success?!?

Affirm-

“To make firm.”

Make firm that you are; know that it is in your grasp. That's what the others did, and that's how people make it to the top.

Then get down to basics. Be precise.

Exactly how much money do you want, and by what date?

And exactly what are you going to do to earn that money? Be realistic, but give yourself short-term goals. Write it down.

In six months or one year, you will have how much money. And repeat it until it feels good. Then repeat it twice a day until it swirls in your subconscious, until it becomes your one-pointed goal.

"The goal stands up, the keeper stands up to keep the goal," wrote A.E. Housman.

Keys to Success-

• Make people feel at ease- They will respond to your needs as you respond to theirs.
• Share the spotlight.
• Give credit to those who deserve it- and to those who strive.
• Don't grab praise away from other people.
• Have confidence in your own value.
• Don't do anything that won't credit your own self-respect.
• Follow up your actions as they reflect your own self-worth.

Listen well to others' comments. Then weigh your own actions. Cultivate relationships with people who have good and important things to say.

Participate in life.

Be active in business meetings and endeavors; volunteer to be part of organizations and groups. Social interaction will boost your sense of well-being.

Feel worthy of your own goal.

Know that you can attain it and that it is right for you.

Grasp your own challenge.

Don't give yourself impossible goals, but always reach higher.

Relax and be yourself. Each person is different and just as wonderful as the next. Don't be plagued by what you think others think of you.

Don't bathe in success- use it. Once you achieve your first goal, go on to others. Use the money you earn for the rewards you look for. Then go on to the next endeavor.

Be slow to criticize others' achievements. Find out how they did it and learn from them.

Never use subterfuge. Don't go behind someone's back. Speak your mind and earn respect.

Banish negative thoughts and traits. Restructure your life to exclude bad habits.

Believe in yourself and what you are to accomplish. All the power in the world is within you to achieve.

Work Towards Your Goal-

"To get profit without risk, experience without danger, and reward without work, is as impossible as it is to live without being born," wrote A. P. Gouthey. Every person who has attained something worth-while has worked for that goal.

Cary Grant said, "I do believe that people can do practically anything they set out to do if they apply themselves diligently
and learn."

Which path is the right way towards your goal? Do you need more education? Do you need a few years experience in your field of business? Maybe you need a teacher or guide to help you practice.

"I have learned that success is to be measured not so much by the position that one has reached, as by the obstacles which are overcome while trying to succeed," wrote Booker T. Washington.

What obstacles are in your way? Consider them as easy to pass through as hurdles are to a champion runner. Take each obstacle as a special challenge placed especially for you.

Approach it with intelligence and courage, then learn what it has to teach.

"Success is a journey," said Ben Sweetland, "not a destination." For some, the process of attainment is the attainment itself. They move on, keep growing and expanding. There is no still water at the top.

"The message from the moon is that no problem need any longer be considered insoluble," wrote Norman Cousins. And you can attain anything that seems impossible.

If you have a problem that needs to be solved, sit calmly and consider it with a clear mind. Observe all the consequences of
the actions- both good and bad. Ponder the paths and actions and contemplate the core of the problem. The solution will appear.

"Ask and it shall be given you; seek and ye shall find; knock and it shall be opened to you for everyone who asketh, receiveth. He that seeketh, findeth and to him that knocketh, it shall be opened."

Tap the inner self and encourage positive actions. With each outgoing breath, release the impossible; at each incoming breath, inhale the attainable. Command the best of yourself, but don't despair from an overused sense of perfection.

What can you learn? And who can teach you? Can you attend classes and seminars from universities near home? Check out books from the libraries and absorb the material. Find a master and become an apprentice.

"Anyone who stops learning is old, whether at twenty or eighty," said Henry Ford. "Anyone who keeps learning stays young. The greatest thing in life is to keep your mind young."

Never stop learning; never stop growing and expanding as a person and in your personal endeavor.

Ask Yourself-

As you consider the success you desire, you need to affirm its possibilities and develop the self-confidence necessary to attain
the goals. Learn to do things well. "If you know how to do one thing well, you can do everything," wrote the philosopher Gurdjieff.

• Are you ready for success?
• Is what you are doing now helping you to achieve your goals?
• Do you weigh the consequences before making a decision?
• Is this the best use of your time?
• Do you cooperate with everyone and help cultivate their best potentials?
• Are you warm and sincere?
• Do you have the courage to succeed?
• Do you have the self-discipline necessary to achieve your goals?
• Do you have a realistic sense of self-worth?
• Do you give more than you take?
• Do you have the courage to fail, and then pick up and try again?
• Can you assume responsibility without blaming others if things go wrong?
• Are you strong?
• Can you be sympathetic to life and its sufferings?
• Can you say no?
• Will you follow your convictions and plans to achieve?
• Do you sincerely want to achieve the goals you have chosen?

Taking Responsibility-

"The price of greatness is responsibility," wrote Winston Churchill. Are you willing to take the responsibility once you attain the success you desire?

"The deepest personal defeat suffered by human beings is constituted by the difference between what one was capable of becoming and what one has in fact become," wrote Ashley Montague. And the greatest tragedy is to become less than your full potential, using less than the abilities you have to work with.

Are you waiting for something to happen? Maybe you're waiting for a job offer, or a promotion. Perhaps you're waiting until you get good enough at a craft or skill. Or are you waiting for the inspiration of creativity to strike your life?

It is up to you to take the actions and be responsible for their consequences. "Our responsibility: every opportunity, an obligation; every possession, a duty," wrote John D. Rockefeller, Jr.

Inspire yourself. Read books that will spurn you to action; talk to people who have the vitality you admire. How would you like to lead your life? And make the changes necessary to be like that. "There is nothing permanent except change," wrote Heraclitus.

What changes do you want to make? What are you waiting for?

Accomplishment-

What actions will take you closer to your goals? Decide upon the steps and write them down. Review them until you feel comfortable with those steps. Then repeat them at least once a day, crossing them off as you accomplish them.

"I believe there is no escape from the rule that We must do many, many little things to accomplish even just one big thing," said James Dupont. "This gives me patience when I need it most."

The most rewarding accomplishments are those that take long to achieve and present difficulties.

It is only through these difficulties that a person can rise above the rest to be the unusual, the outspoken and the well-deserved. As if building a kit, follow your own instructions. Decide your best courses of action and achieve their benefits.

Whether the steps are small or large, make them achievable and then do them. Don't commit yourself to things that you never intend to do.

"Even if you're on the right track, you'll get run over if you just sit there," said Will Rogers. Don't be paralyzed by inaction; rather act upon your own convictions.

Set yourself up for rewards. Don't give yourself goals that have no feeling of satisfaction or no monetary rewards. If you want to be an artist, be the best and learn from the best.

Don't dwell on imperfections or the awkwardness of unpolished skills.

If you go into business, do it for profit or reinvestment. "In business, the earning of profit is something more than an incident
of success. It is an essential condition of success. Because the continued absence of profit itself spells failure," said Justice
Brandeis.

Marchant wrote, "To be a success in business, be daring, be first, be different." Think of ways to achieve the best; formulas to increase productivity or decrease overhead. Profit is your drive.

"Profitability is the sovereign criterion of the enterprise," wrote Peter Drucker. And, profitability is the core of any achievement - whether financial or artistic.

Once you achieve your goals, think of ways to benefit others. "Money-getters are the benefactors of our race," said P.T. Barnum. "To them we are indebted for our institutions of learning, and of art, our academies, colleges and churches."

How can you benefit humankind and still keep enough to fulfill your own desires?

The Hidden Asset-

Not all success can be counted in dollars; not all richness is measured by money. "The great secret of success is to go through
life as a person who never gets used up," said Albert Schweitzer.

"Retire upon yourself and look for the ultimate cause of things inside you."

Look within yourself for the ultimate inspiration, and follow the true feelings you discover. "One of my favorite methods is to whisper," said Alfred Hitchcock. "I've discovered the best work is done with sweet reason."

Act upon your own conscience -that guides; that judges your actions and signals your behavior. "Conscience is the inner voice that warns us that someone may be looking," wrote H.L. Mencken.

Accomplish what you desire; fulfill your inner yearnings. But don't compromise your deepest feelings. "We do our best that we know how at the moment, and if it doesn't turn out, we modify it," said F.D. Roosevelt. Follow the paths that life offers you and live the fullest existence you can.

Take a Look-

Look at yourself and look at those who have succeeded throughout history. Do you have what it takes? Even if you have only a few of the qualities of the other great people, you can achieve your heart's desire.

Reach for the highest, then reach higher. Accomplish your steps one by one on a daily basis, always moving forward, always making progress. Encourage yourself. Insist that you can succeed and affirm these thoughts daily.

Keep a sense of proportion and judge for yourself. Then keep busy at the tasks you've set out to accomplish. What's keeping you? "Genius is one percent inspiration and ninety-nine percent perspiration," said Albert Einstein.

Find inspiration wherever you can. Talk to people; read about people; learn your business or craft. Believe that you can do it and you will. The only way to dispel the doubt that you can do something is to finish it.

Always be the best you can be. Never fall short from fatigue or lethargy. Don't attempt to do anything that you can't give your all to.

There is no way to inner satisfaction without appealing to the higher consciousness. Search within and without to find the paths that are meant for you and follow them with conviction and a steady heart.

And, you will succeed to become as rich and full as you ever desired.
Harold Ickes wanted the "freedom to live one's life with the window of the soul open to new thoughts, new ideas and new aspirations."

And Woody Allen looked for a clear path. "If only God would give me some clear sign" he said. "Like making a large deposit in my name at a Swiss bank."

Finally, Sophie Tucker sums up everyone's worldly outlook: "I've been rich and I've been poor," she said. "Rich is better."

Seize The Day!

People are judged by what they think and what they say. But the true measure of their character is what they do. Anyone who has achieved success and fortune in the world has done it by action.

William Jennings Bryan wrote, "Destiny is not a matter of chance, it is a matter of choice; it is not a thing to be waited for, it is a thing to be achieved."

The choice of the path you follow is often put before you as opportunity. "Few people recognize opportunity," said Cary Grant, "because it comes disguised as hard work."

Don't let opportunities slip past while you're still considering them, and create new ones as you see them. "Wise people make
more opportunities than they find," said Francis Bacon.

What opportunities can you act upon? Woolworth saw a need for small inexpensive items and opened the chain of stores that grossed billions.

Wrigley started giving gum away as a bonus from a supplies wagon he sold from, and saw the opportunity to make money from the gum that became in high demand.

All successful people the world over have found the opportunities for their own special talents and acted upon those ways to achieve. Why wait for the time to pass? There's never a better time than now.

Lewis Carroll believed as many as six impossible things before breakfast. Take your own impossible dreams and make them become reality.

How They Think-

Thousands of potential millionaires are born every year. And making a million dollars is coming closer to everyone's pocket. What advice did the money-makers follow?

Aristotle Onassis worked eighteen hours a day to maintain his fortune. He started as a welder and aimed for the top. "You have to think money day and night," he said, "you should even dream about it in your sleep."

John D. Rockefeller, Jr., said, "I believe in the dignity of labor, whether with head or hand; that the world owes every person an opportunity to make a living."

And J. Paul Getty acknowledged his hard work: "I have no complex about wealth. I have worked hard for my money, producing things people need."

Even Proverbs advises: "In all labor there is profit."

Richard Bach, the author of the best selling "Jonathan Livingston Seagull" wrote, "You are never given a wish without also being given the power to make it true. You may have to work for it, however."

The Empress of the British Empire, Queen Victoria, admonished, "We are not interested in the possibilities of defeat."

Who Is Successful?

Many people who achieve fortune in the world are not born rich. But they accomplished it through hard work and a plan of action.

Every type of person on earth can become successful. There are saints and scoundrels; philanthropists and thieves; poets and politicians; young and old. There are no limitations or physical boundaries for success.

Success comes to those who deeply think about success and constantly strive for it!

Although many rich financiers at the turn of the century had no formal education, they overcame that and went on to great fame.

Some people strive towards a single goal from early in life, and often attain that goal while still young. Others are willing to
risk new adventures later and still attain success.

"It's never too late to learn," wrote Malcolm Forbes, the money magnate. "I learned to ride a motorcycle at 50 and fly balloons at 52."

Whatever your task, whatever your obstacles, you can be as successful as anyone else. Study the people who accomplished recognition in the areas of your pursuit. How did they achieve their goals? And don't be afraid you don't have what it takes.

As Daniel Webster wrote, "There is always room at the top."

Forming Conviction-

The single attribute that every successful person has is the one-pointed devotion to attain a goal.

"There in the sunshine are my highest aspirations," wrote Louisa May Alcott, "I can look up and see their beauty, believe in them, and try to follow where they lead."

What are your desires? How can you form them into definite goals that you can attain?

Lawrence Peter wrote, "If you don't know where you're going, you'll probably end up somewhere else."

Maybe you're studying a craft or skill.

Perhaps you're caught in a rung of the corporate ladder.
Or, you might feel constricted by your family and the environment around you. Which star are you reaching for?

"Ours is a world where people don't know what they want and are willing to go through anything to get it," wrote Don Marquis.

Take the time to think about your own aspirations.

Look inside to find what feels right. Almost everyone entertains the notions of fame and fortune, but put on the 'costume' that fits you.

Conviction requires certain qualities of action.

You must be sincere and be willing to assume responsibility. And you need the self-discipline necessary to work towards your goals.

• Are you prepared to achieve your dreams?
• Can you form their reality in your mind?
• Will you devote your entire being to attaining what you want?!?

On Your Own-

Most millionaires are non-conformists. So are the most famous actors and actresses; and the most prominent artists. Writers are known for their individual traits and eccentricities.

Your convictions and goals are your own business, even when you find help along the path. Mentors often take people under their wings to nourish and teach. Or spiritual guides will show you the path to attainment. But you're on your own to achieve.

Cultivate a sense of justice and an ability to make decisions.

Cooperate with everybody and develop your own self-respect.

And follow good criticism and advice after you've judged carefully.

J. Paul Getty said, "I advise young millionaires to be skeptical of advice. They should advise themselves; they should form their own opinions."

Lord Byron wrote, "There is rapture on the lonely shore." And if you attain your goals with poise and sincerity, you'll find warmth and love at the top- not the cold loneliness pictured by the jealous.

Put on blinders to negative comments and criticism meant to hurt you.

About the people who criticize, Voltaire wrote, "Never having been able to succeed in the world, they took revenge by speaking ill of it."

What Are Riches?

"Had I but plenty of money, money enough to spare," wrote Robert Browning. And money is the greatest attribute of riches. A universal desire, money is the materialization of riches, the stuff that makes the rest possible.

Are you looking for financial security? For retirement, for education or leisure? Riches are the overflowing abundance of material possessions- houses, cars, boats, furnishings- everything you ever wanted.

Centuries ago, Horace wrote, "By right means, if you can, but by any means, make money." For many people it is a path towards happiness, a cure-all for worry and peace of mind.

For others, riches come in the form of satisfaction and personal independence. Satisfaction comes from accomplishment in employment or attaining goals. It is that feeling of contentment and confidence from a good task well done. Riches are closely linked with success.

And with that comes fame and acknowledgment of position. Success might be the feeling of well-being from the rewards of good effort.

Or the enthusiasm and vitality triggered by recognition. "Success is how well I enjoy the minutes," said producer Norman Lear.

Throughout history, the people who lived with riches often achieved them by hard work, diligence and a belief in themselves. For some people, it took courage, genius and stamina.

But for many others, it took nothing special but the desire to turn dreams into reality.

Whether you want millions of dollars, recognition as an artist, or personal freedom, you have the ability to make your life as rich as you want. Think about what you most desire. It may not be hard cash, but what it can buy.

Or, it may be those feelings of inner satisfaction, from creating something beautiful or strong. You may want personal independence from the work week, or freedom to live anywhere you want.

You may be looking for something meaningful and significant in life- something other than things money can buy.

Whatever your goals, and however difficult they seem to be to accomplish, you have the ability to become who you want.

Take a look- can you see yourself surrounded by riches? Picture the world open and in front of you, ready to become the form of your dreams, ready to stage your desires. "Why then, the world's mine oyster," wrote Shakespeare, "which I with sword will open."