TJ Rohleder - 101 More Ways To Get Even Richer On The Internet PDF

#206
101 More Ways To Get Even

Richer On The Internet
Table Of Contents
Tape # 1 & # 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Tape # 3 & # 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Tape # 5 & # 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
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ii
TAPES 1& 2 NOTES
101 MORE WAYS TO _________________

_________________
GET EVEN RICHER _________________
ON THE INTERNET _________________
_________________
T. J. ROHLEDER _________________
_________________
Hello and thank you for investing in this exciting, new 101
More Ways To Get Even Richer On The Internet. This is _________________
going to be an exciting program for you! Were going to _________________
give you well over 100 powerful and proven methods that _________________
you can use to make huge profits on the World-Wide Inter-
net. The formulas and strategies that youre going to hear _________________
on this program can potentially make you a fortune. Youre _________________
going to discover how it is possible to earn massive profits _________________
of up to $100,000 a year or much much more with the
wealth-building Internet methods and strategies that were _________________
going to share with you on this program. _________________
This program is being jointly produced by six different com-
_________________
panies. All of us are working directly with customers and _________________
clients who are interested in finding the ways and means _________________
to make more money on the Internet. Sometime ago we
produced a program called 101 Easy Wealth-Building
_________________
Internet Formulas and Strategies. That program was a _________________
major hit! Our customers loved it! But there was one prob- _________________
lem and here it is: the problem was, we didnt even begin
to cover all of the powerful wealth-building secrets for get-
_________________
ting rich online. There just was too much that we wanted to _________________
go over but we just didnt have the time to do it! So thats _________________
why weve decided to produce this sequel program for you.
In this program were going to give you even more of the
_________________
cutting edge methods you can use to stay home and make _________________
a fortune on the Internet. _________________
So now it is time to introduce our panel to you. In alpha- _________________
betical order, here are the six different individuals who are _________________
producing this program for you. First, we have Alan R. _________________
Bechtold of B.B.S. Press Service in Topeka, Kansas. Sec-
ond, is Don Bice of The Direct Marketing Training Center

Richer On The Internet 1
NOTES in Glendale, California. Third, is Ted Ciuba of Parthenon
Marketing in Nashville, Tennessee. Fourth, we have mar-
keting expert Russ von Hoelscher of Publishers Media
_________________ and The Hoelscher Marketing Group in El Cajon, Califor-
nia. Fifth, is Chris Lakey of Midwest Publishing in Newton,
_________________ Kansas. And, sixth, is myself. I am T. J. Rohleder and I am
_________________ the marketing director of M.O.R.E., Inc. in Goessel,
_________________ Kansas. Now, like I said, all six of us are experts in using
little known marketing techniques to turn small sums of
_________________ money into huge fortunes.
_________________
_________________ Collectively, the group that youre going to be listening to
on this program today has brought in many tens of millions
_________________ of dollars by using the same tips, tricks, and strategies and
_________________ methods that were going to be giving to you on this pow-
_________________ erful program. So, for those of you who dont know our
panel or are not familiar with all of our panel members, why
_________________ dont we start by introducing ourselves, quickly, and maybe
_________________ telling our listener a little bit about ourselves and why were
_________________ so excited about this sequel program.
_________________ So, lets go in alphabetical order starting with you, Alan.

_________________ Maybe you can introduce yourself and then tell our listener
why youre so excited about this second program.
_________________
_________________ ALAN BECHTOLD
_________________
I would be happy to, T. J. In fact, I am anxious too! This is
_________________ a necessary program because after we finished the first
_________________ program we realized we had just really started to scratch
_________________ the surface and get below the surface to the real deep
secrets and the techniques that work today.
_________________
_________________ Ive been marketing online since 1984 and I have to tell
you, I knew then the world was in for a change but I had no
_________________ idea (I had no way of knowing) the kinds of change that we
_________________ would see as a result of the explosion of the Internet and
_________________ the World-Wide Web. Especially for anyone with a busi-
ness! The commercial world has been turned on its head!
_________________ The beauty of the Internet is that it is low cost. If you know
_________________ what youre doing, you dont have to spend a lot, you can
_________________ reach an entire world-wide market and it can benefit liter-
ally everyone. Literally anyone with any business! You
_________________ dont even have to have a Web-Site or a Web based busi-
ness to promote your business on the World-Wide Web.

2 Richer On The Internet
You dont even have to have a world-wide business. It can NOTES
be a local store. Using the techniques weve been dis-
cussing, you can promote that business and use the
World-Wide Web to build your business. Thats the power _________________
of it and the beauty of it all in one exquisite package! _________________
Where it is going is only up! I started, as I said, promoting _________________
and marketing online in 1984 with the bulletin board sys- _________________
tems that were direct computer connections. That kind of _________________
laid the groundwork for most of the Internet that weve
seen today sprung out of that because many of the opera- _________________
tors of bulleting boards became Internet service providers. _________________
The industry grew! I published online, sold information _________________
online, starting in 1984 throughout and started actually
serving operators of online systems with the sysop news _________________
which is short for system operator. A monthly trade journal _________________
for operators of online services. I even produced one trade _________________
show for operators of online services.
_________________
Since the advent of the World-Wide Web, naturally my _________________
efforts have moved to the World-Wide Web where weve
developed a single ground-breaking package. Our 21st _________________
Century Breakthrough Web Site Package that literally puts _________________
everything into one basket, at one place, with no surprises _________________
and for the first time offers everybody a low-cost entry to
getting a Web-Site on the Internet that can sell virtually any _________________
business, any product, and weve proven it time and time _________________
again, over and over again, that it works for virtually every- _________________
one.
_________________
Thats kind of my claim to fame! Thats my feelings on the _________________
Internet. This is the product to have, folks, if youve got Part _________________
1 you need Part 2. Even if you dont have part 1, this is
going to be incredible! But I guarantee you, after hearing _________________
this youll want to go back and get Part 1 if you dont have _________________
it. Don? _________________
DON BICE _________________
_________________
Thanks Alan. My name is Don Bice and my company is
The Direct Marketing Training Center in Glendale, Califor-
_________________
nia. Ive been around this business for 20-25 years in var- _________________
ious phases of marketing promotion and advertising. For _________________
many years I was creative consultant for major corpora-
tions in the area of trade shows and special events. I

NOTES worked with ideas for many major corporations, some of
the largest, from Disney in the entertainment field and Uni-
versal, down to Fortune 500 companies.
_________________
But, I always got back to wanting to create product ideas
_________________ for these companies, promotional product ideas. I enjoy
_________________ creating products! I would much rather create products
_________________ sometimes than market products. So I developed some
techniques and ways to short-cut the system and make
_________________ product creation a little easier and painless. So for the last
_________________ few years Ive been devoting my full-time to helping people
_________________ get started in direct marketing and creating their own prod-
ucts, and then along comes the Internet and boy, does that
_________________ open a whole new avenue of not only creating products but
_________________ for research for creating the products and unique methods
_________________ for getting them in the hands of the customers at the low-
est possible cost. Ive been very excited about the Internet
_________________ and Ive developed several Web-Sites that are up and run-
_________________ ning and selling products.
_________________ So, I am sold on the Internet as a way of doing business.
_________________ In fact, I get so excited about the Internet sometimes I for-
_________________ get that there is still a whole great world of direct market-
ing out there that is still very lucrative and very profitable.
_________________ But, the Internet is where the change is. The Internet is
_________________ where the action is! The last series of tapes we did, I thor-
_________________ oughly enjoyed the formulas and techniques for building a
business on the Internet and I think I made as many notes
_________________ as someone listening because it was just a very synergis-
_________________ tic atmosphere. Sometimes we forget some of the basics!
_________________ Things have been moving and changing so fast we get
caught up with whats the latest idea and sometimes we
_________________ need to be reminded that wow, this worked too and I forgot
_________________ about it. Or, I did it once and it worked and I stopped.
_________________
I am looking forward to this series of tapes as much as the
_________________ first one. I am looking forward to what everyone has to say
_________________ and sharing some things that Ive discovered. Ted, how
_________________ about you?
_________________ TED CIUBA

_________________
Thank you, Don. May name is Ted Ciuba. I am with
_________________ Parthenon Marketing out of Nashville, Tennessee. Boy! I
am excited about this, too! You have already heard it in the

voice of Alan and Don, and youre going to hear it in all the NOTES
members. We decided that we had to build on 101 Easy
Internet Wealth-Building Formulas and Strategies. We had
to go with 101 More Ways To Get Even Richer On The _________________
Internet. And, of course, it is a joke. Youll hear thousands, _________________
as all of us are excited about it. Its just that we are all on
fire!
_________________
_________________
There is such an excitement and not only is there advanc- _________________
ing new knowledge but this Internet, as you well know, is
creating millionaires. It is creating billionaires! There could _________________
not be a better time in history (and were all involved in this) _________________
to be on the Internet! The hype is over. Were talking real- _________________
ity. We are creating millionaires. We are creating billion-
aires. Internet sales were up, again, last year by who _________________
knows? 390%? You hear one projection and you hear _________________
990% and you hear billion dollars. I dont know if anybody _________________
really knows exact statistics but it is overwhelming the way
that it is happening! _________________
_________________
Our company is riding on this wave. My first experience on
the Internet was in 1990 in the University environment. We _________________
had DOS type of interface. But in 1994, really, with the help _________________
of Alan Bechtold and T. J. Rohleder and M.O.R.E., we _________________
started looking at the Internet. We went to it and our imme-
diate sales were just skyrocketed through the Internet. We _________________
saw it first-hand! We are a company who does not even _________________
pretend to be an Internet marketing company. We are a _________________
direct response marketing company who uses the Internet
as another channel of sales. But, 80% of our sales are
_________________
Web related. Do you think Im excited? Im just like every- _________________
body else here. The Internet is taking off and you couldnt _________________
be in a better place today!
_________________
Russ, how do you feel about the Internet today? _________________
_________________
RUSS VON HOELSCHER
_________________
Well, I just want to echo what you said, Ted. I am very _________________
excited about this!
_________________
I am Russ von Hoelscher and for over 30 years Ive been _________________
involved in direct response marketing. I started when I was _________________
10 years old. No! No, I am just kidding! Just kidding! How-
ever, I did start pretty young and I am glad I did because

NOTES direct response marketing has been so good to me. It is
such a great and exciting way to do business! For many
years, of course, direct response marketing was called
_________________ mail order marketing. We ran ads and did direct mail and
all that good stuff and we still do.
_________________
_________________ However, for the past five or six years Ive become deeper
_________________ and deeper and deeper involved with Internet marketing
because it is whats happening now! The way to make a lot
_________________ of currency, a wise man once said, is to do what is current.
_________________ And this is current! This is hot! This is now! It is not going
_________________ to go away! So it is such a powerful way to do business.
You save so much money over regular direct marketing
_________________ tactics. There is no question, the Internet saves you print-
_________________ ing, postage, and it is such an easier way to do business.
_________________ So I am so excited about this sequel because our first pro-
gram was so hot and everyone had such great ideas. We
_________________ got so excited that when it ended everyone just said, Oh
_________________ no! No! So, T. J. came up with the idea, along with several
_________________ of us, and said, Lets do a sequel. I think this sequel is
going to be great! Some sequels, if youve seen any of the
_________________ Rocky movies from many years ago, they seem to get
_________________ worse as they run on. I think the first Rocky was the best!
_________________ But unlike those, I think this sequel will be just as good or
better than our first program on this topic.
_________________
_________________ I am excited! So what about you, Chris? Are you jumping
for joy?
_________________
_________________ CHRIS LAKEY
_________________
Oh I tell you, I am, Russ! This is Chris Lakey and I actually
_________________ started in the mail order business in 1991 when I was just
_________________ 16 years old. If you do the math, youll figure Im in my early
_________________ 20s or mid 20s now. I actually started a little different than
a lot of people did. I didnt start out of necessity or actually
_________________ start with my own product and services. I actually started
_________________ as an employee for M.O.R.E., Inc. I was 16 years old and
_________________ needed a job. I started working for them and over the years
that I worked for them I started learning the business. I saw
_________________ how they did things and how they brought in millions and
_________________ millions of dollars. Soon enough I started getting the idea
_________________ that, hey, if these average folks can make money in mail
order like this, hand over fist, then surely I can make a lit-
tle bit of money.

So back in 1997 I ventured out on my own, with their bless- NOTES
ing, and started my own mail order company. At the same
time the Internet and the World-Wide Web were just taking
off. People were starting to figure out that there were so _________________
many ways to make much more money on the Internet and _________________
that it was so much easier than mail order. At the same
time I was launching my mail order business, I was getting
_________________
on the Internet and starting a Web-Site. I was starting to _________________
discover all of the ways that I can incorporate what Ive _________________
learned in the mail order business since 1991 and transfer
those strategies and formulas over to Internet marketing. It
_________________
has just been so exciting to see how the whole marketing _________________
world has developed around the Internet and this great _________________
marketing and money making formula. It is just amazing!
_________________
When I heard that we were putting together the first prod- _________________
uct, 101 Easy Wealth-Building Internet Formulas and _________________
Strategies, it made me so excited because I realized that
clients are coming to me (and I know that theyre coming to _________________
other people on this panel) and theyre saying, We want _________________
easy formulas. We want strategies. We dont want abstract _________________
thoughts that we just have to throw together and figure out
on our own. We want specific formulas that we can follow. _________________
We want to know how other people are doing it, and how _________________
youre doing it, so that we can copy your success and their _________________
success and make those things work for us.
_________________
I got so excited when we created our first product, 101 _________________
Easy Wealth-Building Internet Formulas and Strategies.
Like has been said before on this tape, it just wasnt
_________________
enough! We got finished with all 101 and in fact, if you lis- _________________
ten to that program (and if you havent I hope youll go _________________
ahead and go back and purchase it) we actually revealed
more than 101. Maybe 201, 301, there might be over 500
_________________
ideas on that program. But, when we were finished with _________________
that we looked at it and we said, Weve got so many more _________________
ideas to share. There just wasnt enough room on that first
program to get them all on there. So thats when we got
_________________
back together we decided hey, lets produce another (a fol- _________________
low-up) to that first package and reveal even more ways to _________________
get even richer on the Internet. So if you havent listened
to the first program, I really encourage you to go back and _________________
purchase it. Or, if youve got it and you never listened to it, _________________
please do yourself a huge favor and listen to it! Take lots of
notes as you go through that program and then, listen to

NOTES this program and learn how to get even richer on the Inter-
net.
_________________ I am so excited that youre here to join us on this program

and I am happy to be a part of it, too. T. J., what can you
_________________ share with everybody?
_________________
_________________ T. J. ROHLEDER
_________________ Hello. My name is T. J. Rohleder and I am the marketing
_________________ director for M.O.R.E., Inc. My wife, Eileen, and I started
this business back in 1988 and now she runs the company
_________________ and I do the marketing. Eileen and I started with the last
_________________ money that we had. It was around $300.00 and we got
_________________ started in the wonderful world of mail order by running a
small ad in a national publication with a small circulation.
_________________ We spent about $300.00 on this ad and quickly, very
_________________ quickly, Eileen and I were making about fifteen or sixteen
_________________ thousand dollars a month just by using the profits from that
one small ad and putting it into two more small ads, and
_________________ then four more, and then the profit from those four ads
_________________ bought eight ads. We were going along pretty well in 1988,
_________________ and then early in 1989 we met marketing expert Russ von
Hoelscher. By working with somebody who had the knowl-
_________________ edge and the experience and the wisdom that Russ had
_________________ acquired over the years, he helped us by becoming our
_________________ consultant and working with us and sharing his knowledge
and secrets with us. Within our first four years, Eileen and
_________________ I took our $300.00 investment and turned that into over
_________________ $10,000,000 in sales.
_________________
A lot of that, or most of that, was all because we used
_________________ somebodys knowledge who was much smarter than we
_________________ were. We were very ambitious and we wanted to get rich
_________________ in this business. But thanks to having the help from some-
one who had gone before us and who had gained all of the
_________________ wisdom that Russ had gained, and then Russ freely shared
_________________ his best secrets and methods with us, we were able to turn
_________________ that $300.00 investment into over $30,000,000 within our
first ten years and now, many millions more since then.
_________________
_________________ So, having the right help can make you a fortune. If there
is any secret that Eileen and I have learned over the years
_________________ that we really want to pass along to other people who are
ambitious like we were, or like we still are of course, is that

you must have help! No one gets rich by themselves. Since NOTES
that time weve had a lot of help from people like Mark
Nolan in 1990 started working with us. Dan Kennedy in
1992 and then, along came Alan R. Bechtold in 1994, _________________
showing us how to make money on computer bulletin _________________
boards and then also, how to make money on the World-
Wide Web when that started exploding a couple years
_________________
later. _________________
_________________
And now, of course, we have new people that we work with
who help us. People like Don Bice and Ted Ciuba, Jeff _________________
Gardner, Chris Lakey. All of these people have helped us _________________
make a fortune and were just happy to be involved in this _________________
program with so many bright minds. The first program we
recorded was excellent and, like everybody else has _________________
shared, we had so much more to share with you! _________________
The thing is, when Eileen and I tell people that we brought
_________________
in over thirty million our first ten years and when they find _________________
out that we started with just a few hundred dollars, some- _________________
how they think that we were able to keep ten or fifteen mil-
lion of that ourselves. And nothing could be further from the _________________
truth! You know, the terrible thing is that because of all of _________________
the giant overhead that Eileen and I have carried since _________________
weve been in business in 1988, weve been able to keep
very little of that thirty million dollars. Thats one of the rea- _________________
sons why were so excited about the Internet because with _________________
the Internet, with the low cost of the marketing techniques _________________
youre going to hear on this program, you can keep much
more of the money you make! You have the potential to
_________________
make millions of dollars a year, just like Eileen and I do in _________________
regular mail order, but unlike regular mail order you dont _________________
have the high printing, postage, typesetting, and labor
costs that you have with the traditional direct response
_________________
business. _________________
_________________
Thats why were excited! This is the right method! Those
of you who are listening who have invested in this program, _________________
youre at the right place at the right time! I am just real _________________
excited to be here and I think now is probably the best time _________________
for us to start taking turns, going in alphabetical order,
sharing our best methods and strategies. Weve got about _________________
25 minutes on this tape. Maybe we can start with you, _________________
Alan, and then get to you, Don, and on this tape you guys
can share your best secrets. Start with you, Alan, maybe

NOTES you can give us your best secret and then as a panel we
can do a group discussion on it.
_________________ ALAN BECHTOLD

_________________ Thats great, T. J.! You guys have hit it all right in a nutshell.
_________________ The reason this is so powerful, the exciting thing, the rea-
_________________ son there is so much excitement about this is - the whole
Internet phenomenon - we couldnt possibly be living in a
_________________ better time. Just at the advent, the changes that are taking
_________________ place, the possibilities and potentials that are available to
_________________ us. Ive got just one example of that. This is something you
never would have gotten without the availability of the
_________________ Internet. I might even put myself out of work with this one!
_________________ It is a secret! Dont tell any of your friends - make them buy
_________________ the tape, at least!
_________________ How To Get $100,000 Worth Of Free Internet Consulting

_________________ and possibly find that one million dollar idea by visiting just
one Web-Site. Now, I make a lot of money consulting with
_________________ people, telling them how to beef up their marketing, telling
_________________ them how to make their Web-Sites work better, telling them
_________________ what key words to select to make certain they get a better
response from the search engine (which is so vital). In fact,
_________________ one of the things people pay, literally, thousands and thou-
_________________ sands of dollars to consultants to learn is which key words
_________________ are most powerful because that can be very important!
_________________ Resubmitting your Web-Site, monthly, to as many search
_________________ engines as you can by yourself or through a service and
_________________ playing with the key words is just like altering headlines
and playing with different sales letter introductions, or
_________________ prices, in direct mail has proven successful. It is a scientific
_________________ experiment to see which key words are bringing you the
_________________ most response to your Web-Site. And, in fact, as time
moves on those hot key words change as our environment
_________________ changes. The other thing most consultants are paid thou-
_________________ sands and thousands of dollars to do is to research and
_________________ know whats best on Web-Sites. To know the hottest Web-
Sites. What are they doing that makes them so popular?
_________________ Which ones are the most popular?
_________________
Now, I am going to tell you how to do all of this research
_________________ yourself and, literally, cut out the middleman - the consult-
ant. So, I may be standing in line looking for work soon, but

thats the way it goes! Thats why I am here! NOTES
You want to go visit one Web-Site: www.searchwords.com.
Now whats the power of this place? Ill tell you right away. _________________
What youll see here are two lists of the most popular 100 _________________
Internet search words, upgraded monthly. Why are there
two lists? Well, quite frankly, any time you put together a _________________
collection of the most popular search words on the Inter- _________________
net, some of those words can be quite graphically sexual. _________________
So they have a censored list if youre attuned to that sort of
thing and it bothers you, and they have an uncensored list _________________
where you find out the real nitty gritty about what people _________________
are really entering. _________________
The way to use this is powerful. You want to look and see _________________
what are people entering? There is no crime against sub- _________________
mitting your listing and including some key search words
that may not even really pertain to your Web-Site. Although
_________________
it is best if they do! Or maybe you want to add some fea- _________________
tures that allow you to add these key words. But knowing _________________
the key words is the first part of this whole method. And,
interestingly enough, I want to stress that for the first time _________________
ever, just last month, MP3 (which is a very popular audio _________________
format now on the Internet) surpassed the word sex as _________________
the number one key search word being sought on the
Internet. That is in the censored and the uncensored list. _________________
But this site is more powerful than that! This is why it is a _________________
$100,000 deal. _________________
They also have the top www words. They have the top ris- _________________
ing words. The ones most quickly rising to the top. They _________________
have the top 100 Web-Sites listed, based upon traffic. _________________
Month by month they have the top financial sites. They
have the top computer sties. The top sports sites. Games, _________________
education, health, news, shopping, and travel. They even _________________
go into the top 100 albums but its not going to really help _________________
your business but it might ease your mind to find a good
new album to listen to while youre making all this money. _________________
But the point is, if you use this one site, I can guarantee _________________
you you can literally get, for yourself with your own leg- _________________
work, $100,000 or more worth of consulting! That one mil-
lion dollar idea is laying in there, folks. Ive found a couple _________________
of them! _________________
Now, everybody, lets open up for discussion.

NOTES DON BICE
Well, Alan, as useful as it is for the key words and every-
_________________ thing, dont overlook the fact of how that can be useful in
determining what people want to buy. If youre going to
_________________ develop a product, you may as well develop a product that
_________________ people want to buy. If youre going to sell it on the Internet,
_________________ you want to develop a product that people are already
looking for. So, if youre considering several different
_________________ areas, you can go to that location and find out which of
_________________ those topics people are already looking for on the Internet
_________________ and that will make that decision for you. It will make it a
very profitable one!
_________________
_________________ ALAN BECHTOLD
_________________
Thats a good point. And, it is also good to know what peo-
_________________ ple are accidentally typing in because a few of those hit
_________________ here. I notice a zero is number 27 on one of the lists.
_________________
T. J. ROHLEDER
_________________
_________________ What would that be?
_________________ ALAN BECHTOLD
_________________
_________________ I have no idea unless somebody is just resting their finger
there and they hit zero. But it has actually been searched
_________________ for often enough that it has made the list!
_________________
_________________ T. J. ROHLEDER
_________________ Well that is interesting because even that could be a strat-
_________________ egy in and of itself!
_________________ ALAN BECHTOLD
_________________
_________________ Oh yeah. And this is a real popular strategy, while were on
the topic of key words, and people do this quite often. Dont
_________________ forget to include misspellings of some of the key words.
_________________
_________________ T. J. ROHLEDER
_________________ Thats a sneaky trick!

ALAN BECHTOLD NOTES
It is. It can be sneaky but, also, even if its something that
you are primarily interested in is the key word youre focus- _________________
ing on, dont forget that people can misspell that key word _________________
when they enter it. Just think, man, those people that
mistype that (if its a common way to mistype it), your site
_________________
may be one of the only ones that come up when they hit _________________
return. _________________
DON BICE _________________
_________________
That is a powerful secret there, Alan! _________________
T. J. ROHLEDER _________________
_________________
That one secret alone could make a lot of people a lot of
money!
_________________
_________________
ALAN BECHTOLD _________________
It really could. _________________
_________________
DON BICE _________________
Alan, I have a question. _________________
_________________
ALAN BECHTOLD
_________________
Yes. _________________
_________________
DON BICE
_________________
Do you need to enter the singular and plural of words? In _________________
other words, if youre selling audio tapes (thats probably
not the best example), but do you have to put in audio tape _________________
and audio tapes in your key words? Or, does it make a dif- _________________
ference? _________________
ALAN BECHTOLD _________________
_________________
Generally, no. In fact, the difference is it is best to use just _________________
the plural because if you use the plural then you get some-
one who types in tapes and you generally get someone _________________
who types in tape. But if you dont enter the plural, then it
will not bring you up if they type in tapes. A lot of search

NOTES engines will kick out and reject your submission if you have
the same key words repeated. Some of them look at sin-
gular and plural as the same key word because they see
_________________ the same key word in both.
_________________ DON BICE
_________________
_________________ kay.
_________________ ALAN BECHTOLD

_________________
It is always best to use plural.
_________________
_________________ T. J. ROHLEDER
_________________
Alan, what about all of the people who are listening to this
_________________ program and weve just gotten started on this program and
_________________ already they are saying, Oh, my God, this sounds so com-
_________________ plicated! What do you say to those people who, when they
hear about submitting their ads to the search engines, they
_________________ are sort of groaning to themselves right now and saying,
_________________ Oh, my God, this is complicated. What would your
_________________ response be?
_________________ ALAN BECHTOLD

_________________
Its not any more complicated than filling out a catalog
_________________ order form, putting your name and address in it, and mail-
_________________ ing it to order something by mail. For example, the search-
_________________ words.com web site I just talked about, there is even a
place you can click right there to submit your site to 40 top
_________________ search engines. What it does is take you to another site,
_________________ you fill in a form, you enter what key words you want
_________________ included in your search, and youre off and running! Your
are submitted to 40 top search engines!
_________________
_________________ Guess what? The key words are right here in a list of 100.
_________________ Now, you want to put key words in there, of course, that
relate to your site. You want to relate as many key words
_________________ as you can to the top ones that people are searching. It is
_________________ not complicated at all! If it is too complicated for you,
_________________ maybe you want to pay the consultant $100,000. I may still
have a job!
_________________

T. J. ROHLEDER NOTES
Russ, now I know that youve been computer illiterate up
until the last few years, Im curious for those listeners who _________________
might be thinking some of this is too complicated, if you _________________
could share some of your experiences.
_________________
RUSS VON HOELSCHER _________________
_________________
Well, it is a lot easier than I thought it was. Here I was, sell-
ing all these ads on the Web and Web-Sites. I was selling _________________
books and home study courses and what have you. I real- _________________
ized I had other people doing all the work. I came to the _________________
conclusion, You know, you better learn how to do this too,
just a few years ago. I just had one of my workers (I paid _________________
him extra money for nights and weekends) and in no time _________________
flat he showed me what to do. I dont consider myself a _________________
genius on navigating the Web but I get on AOL and I can
get around and go to the Web and go anywhere I want to. _________________
It was much much easier than I thought. _________________
Now, if there are some people sitting out there listening to _________________
these tapes that say, Gosh, I dont even know how to plug _________________
in a computer. I dont know how to turn one on. What you _________________
really should consider doing is taking, perhaps, a night
class. If you have someone that can teach you, a son or _________________
daughter or a friend, great! But if you dont, there are so _________________
many high schools and also colleges that for $40, $50, or _________________
$60 you can take a 10 week class and youll have no trou-
ble whatsoever. I really think it is a good idea because Ive
_________________
been telling people for years, You can make money on the _________________
Web without having a computer. It is really true, but Ive _________________
come to the belief now that it is much better if you learn the
basics. You can pick those basics up real quick!
_________________
_________________
ALAN BECHTOLD _________________
I want to stress, Russ, anybody that thinks that that may be _________________
too much trouble, if you dont know anything about com- _________________
puters (if that sounds like a lot of trouble), just remember _________________
that course...I guarantee you, you will know by the time
youre done taking one of those courses, you will easily _________________
know how to go to this Web-Site and do the research I just _________________
mentioned and learn enough to be worth $100,000.

NOTES T. J. ROHLEDER
I can speak from a little bit of experience, here, because
_________________ my mom and my step-dad who are both in their late...shes
in her late 60s and he just turned 70, they both did just
_________________ that! They went, like Russ said, to a 7 or 8 week course in
_________________ Tuscan, Arizona. Now they can get around the Web, they
_________________ can do all kinds of stuff, and they wonder why they ever put
if off for so long! I know that there are a lot of people that
_________________ are afraid of it, so I am glad we have addressed those
_________________ issues.
_________________
DON BICE
_________________
_________________ Yes, they are. Since were using this $100,000 figure, thats
_________________ exactly what I earned from one customer. From one cus-
tomer!! Of course, it involved some re-sells. But, after I
_________________ took one of those courses at the community college here
_________________ (it was about HTML programming). At the time I took it,
_________________ they didnt have Front Page or any of these other web edi-
tors so I just learned to put a page together and got a client
_________________ off that page, and he by himself in just a two year period,
_________________ brought me in over $100,000.
_________________
T. J. ROHLEDER
_________________
_________________ Theres a great testimony!
_________________ ALAN BECHTOLD
_________________
_________________ It is easy. It is just getting started!
_________________ Forgetting money altogether, lets wipe out that $100,000,

_________________ this searchwords.com site is fun! It is interesting to see
what people are entering! They even have a list here of top
_________________ names that people enter. Number one - Pamela Anderson.
_________________ Number seven, though, is Mardi Gras. Who would think of
_________________ that? Delta Airlines is number nine. This is interesting stuff!
And the list of 100 top Web-Sites and all of the top educa-
_________________ tion sites and health sites, you could spend your first two
_________________ or three weeks wandering the Web. What better way to do
_________________ it than to look at the very best out there!
_________________

You bet!
_________________
DON BICE _________________
No one thing will make you an expert on whats happening _________________
in society but, of course, as marketers (and I think Chris _________________
was talking about this) we want to present people with _________________
what they are looking for. It is an incredible asset!
_________________
CHRIS LAKEY _________________
The powerful thing, to me, about this searchwords.com is
_________________
that you can actually go there once a month, right after _________________
they update their lists and actually resubmit your site to the _________________
search engines every month, based on the newest highest
search words on that list so that you are constantly getting
_________________
the best words on your search engine listing. So, if there is _________________
a hot event out there, or a hot topic, you know it because _________________
it is on the top of that list every month and you can keep
your search listings high on the search engine list because _________________
of these key words that youre using from the search- _________________
words.com. _________________
T. J. ROHLEDER _________________
_________________
Well, Alan, that really is powerful and weve got about nine _________________
minutes left to go on this tape. I think we need to move it
to you, Don. _________________
_________________
DON BICE _________________
Okay. I would like to talk for a minute about a no-cost strat- _________________
egy to build your awareness among your market and _________________
increase traffic to your site and credibility at the same time
by posting on forums and news groups. Now, I know that
_________________
thats not a new idea. Thats a basic premise for making _________________
people aware of your site. But I would like to talk a minute _________________
about why and how to do this.
_________________
Everyone advises you to post frequently on news groups _________________
or forums. Just for those who may not be quite as familiar, _________________
a news group is like an e-mail group that sends you a mail-
ing frequently that you can add your comments to that list.

NOTES A discussion group or forum is an open place on the Web
where you can go and you read other peoples comments
and you can add your own. When you start promoting your
_________________ Web-Site people always advise you to post on appropriate
groups frequently and that this is good for business and
_________________ traffic.
_________________
_________________ But, lets focus a little on how to do it and why that works.
The Net, for all its wonders, is a very impersonal media I
_________________ guess is the best way to describe it. So, the forums and the
_________________ news groups give you a chance to put a personality and a
_________________ face on your business. You get to find a forum or news
group that talks about a subject that pertains to your busi-
_________________ ness. They are really an assembly of your customers, so to
_________________ speak. Maybe they havent bought from you yet, but they
_________________ are your target audience. You want to start a dialogue and
make posts so these people get to know you. It is not just
_________________ the act of putting posts on these groups that is important,
_________________ there are some approaches you should take. They are very
_________________ simple but you should know why you are doing it.
_________________ First of all, you need to pick an appropriate forum. That just
_________________ goes without saying. There are lists of forums or if youre
already serving a market you know who your customers
_________________ are and the popular places that they visit and post to. You
_________________ need to not pick too many to begin with. One or two is just
_________________ the best way to get started. Pick the two best news groups
or forums. I am partial to the forums - the discussion
_________________ boards, because they are visible to anyone who comes by
_________________ not just subscribers. So, if you have a choice, I would sug-
_________________ gest initially picking discussion boards because your com-
ments will be available to more people, generally.
_________________
_________________ Pick a couple that are very appropriate, watch them for a
_________________ while (for a couple of weeks) see who posts and how they
post and whats discussed, and these boards will not allow
_________________ advertising so youre not going on there to promote your
_________________ products directly. You are going on there to build their
_________________ awareness of you as a person, to put a face on your Web-
Site, to build a personality, and essentially you are building
_________________ a brand. You can kind of call it brand awareness of prod-
_________________ ucts. You are going on that site to let them know who you
_________________ are and that you have something to say.
How do you get started? Well, you find several subjects

(several posts) that are of interest to you and you make NOTES
comments about what people have said. In the beginning
you dont need to bring up the topics. Find posts to add on
to. The lists generally start with the top of the screen being _________________
the most current posts and as they run down the screen _________________
they are older posts. Post to the most current messages
that have been put on the board. In other words, reply to
_________________
the messages that are the most current on the board _________________
because everyone who comes on the board first looks at _________________
the most current message. If you reply to something down
the page, you will not get as much attention or notice as
_________________
you will if you post to a massage at the top of the page. So _________________
look for something that you can add to. Do not post too _________________
often!
_________________
Some people make the mistake of getting on a discussion _________________
board and they post two or three posts every day. Thats _________________
not the way to get noticed! The way to get noticed is
QUALITY not QUANTITY. Your purpose is to convince _________________
people that you know what youre talking about, that youre _________________
helpful, that youre available, that you know something, _________________
you have experience, and youre willing to share it. That is
very important! _________________
_________________
So, you are not going to post every day. In fact, it is best to
come up with a schedule like Ill post every 2 days, or Ill _________________
post every 3 days, and then you go on there and look for _________________
something to say where you really have something to con- _________________
tribute. Be sure you do have something to contribute of
value! Youre not going to advance your cause for credibil-
_________________
ity if you just add onto everyone posts like Boy, I agree _________________
with that, Sam. Youre right on with that one. That kind of _________________
comment is not going to get you anywhere! What is going
to get you somewhere are quality posts!
_________________
_________________
The next thing that you should try to do is avoid gossip _________________
posts. A lot of times a thread gets started (A thread is a
whole series of posts where they attack some member of _________________
the board or they get off on a rant about some particular _________________
subject.) These are ones that you should avoid! You want _________________
to position yourself as someone who is knowledgeable and
helpful. Someone who is knowledgeable and helpful is not _________________
someone who is going to come on the board and criticize _________________
other people or other comments. You can have a differ-
ence of opinion and you can be controversial. You can say,

NOTES I disagree with that because... Thats okay, but dont get
involved in the gossip, the flames, those kinds of posts.
_________________ The other thing is, long posts are helpful. For some reason,
when people make long posts and explain in great detail,
_________________ that increases their credibility. Readers of the board seem
_________________ to think when you say more, you know more. It may not be
_________________ true but it works in your favor! They say, Boy, he was really
helpful. He really gave us all the details. He really shared
_________________ his information.
_________________
The other factor is share your experience. Share your
_________________ experience, the things that have worked for you, and share
_________________ the things that have not worked for you. When you do that
_________________ your credibility escalates! The reason is because it says
you have real world experience and you make mistakes,
_________________ and Im just like you.
_________________
_________________ T. J. ROHLEDER
_________________ Don, a couple of minutes to wrap this tape up. This is
_________________ something somebody can do just in an hour a day, right?
_________________
DON BICE
_________________
_________________ Thats exactly right. Visit your boards and look for mes-
sages that you can add on to. It doesnt take much time at
_________________ all!
_________________
_________________ T. J. ROHLEDER
_________________ Right. And they could even do it while they are relaxing or
_________________ something.
_________________
DON BICE
_________________
_________________ Absolutely!
_________________ ALAN BECHTOLD
_________________
_________________ This will make them better marketers and better informed
in their market, too, right?
_________________
_________________ DON BICE
Absolutely!

It is a great way to build bonds with customers who could
end up being like Ted Ciubas one customer, making tens _________________
of thousands of dollars off of just one good contact. _________________
DON BICE _________________
_________________
Thats right because, just remember, at the end of your _________________
message you are always allowed to put your signature and
how to get in touch with you. It is amazing! If you put a post _________________
on a board thats appropriate and have a lot of comments, _________________
very often you will get sales very shortly thereafter. Its _________________
amazing!
_________________
ALAN BECHTOLD _________________
Don, I also wanted to mention that the tag line youre talk-
_________________
ing about at the bottom of your signature line can include _________________
a short, very brief, but very descriptive reason to go there. _________________
DON BICE _________________
_________________
Thats right. _________________
ALAN BECHTOLD _________________
_________________
Visit my site for excellent deals on low-cost books. Thats
the kind of advertising that is accepted on the news _________________
groups. _________________
_________________
T. J. ROHLEDER
_________________
You bet. You bet. And thats a good place to wrap it up. _________________
Youve got to give people a reason to visit your Web-Site, _________________
so none of that Visit my Web-Site. Youve got to give
them a reason why, just like Alan said. And Don, youre giv- _________________
ing them a strong reason to visit your Web-Site once you _________________
get on those message boards and start posting and estab- _________________
lish yourself as an expert. So, powerful information from
you, Don, and your idea, Alan. Thats just the beginning! _________________
So now go to Tape 2 and were going to start sharing even _________________
more powerful strategies that you can use to get rich on _________________
the Internet.

Okay, Ted, starting with you lets hear one of your best
_________________ strategies for getting super rich on the Internet. And then,
well have a little time for a panel discussion so we can
_________________ show our listeners all the various ways to use your strat-
_________________ egy.
_________________
TED CIUBA
_________________
_________________ Well, thank you, T. J.
_________________ I am not going to share one idea, I am going to share eight!
_________________ In fact, Ive titled this presentation Thrive In Your Internet
_________________ Business When You Focus On The Eight Basic Missions
Of A Business. Now, I have to be fair with you Mr. and
_________________ Mrs. Listener, this is normally a one hour introduction that
_________________ I give to a new client to turn their thinking around. I am
_________________ going to compress it into five or seven minutes. The only
reason I would even attempt to do that is because I think it
_________________ is important enough on this second tape, the beginning of
_________________ this program, that we get these things in our minds.
_________________
I am going to share eight different approaches and I want
_________________ to tell you that anything that we can do as marketers, espe-
_________________ cially Internet marketers, to boost or improve any one of
_________________ these areas youre going to have an effect (a mathematical
effect). Heres what you really want to look at and this is
_________________ what Im working on when I go in to get spectacular
_________________ improvements with a client...you want to look for exponen-
_________________ tial improvements. That is, what if you work and make
improvements on three areas or four areas. Well how
_________________ about if you are running on all eight! Man, you are going to
_________________ be a powerhouse!
_________________ So, how do you thrive in your Internet business when you
_________________ focus on eight basic missions of a business? Lets take the
_________________ first one. I actually call it the First Commandment. It is writ-
ten as a commandment. It is: Love thy customer. Basically,
_________________ there is a lot of misunderstanding. If I had time, I could
_________________ make this an hour! There is a lot of misunderstanding -
_________________ some people who are business ignorant think that you get
rich by (lets be blunt) screwing people. But you know,
_________________ nothing could be further from the truth! The only way you
will actually really get rich is by delivering a service that

they want and value and pay for. We can add one more NOTES
thing, that they will pay for it again and again. Most things
like newspapers, airplanes, and information products are
repetitive businesses. So, youve got to love your cus- _________________
tomer. Youve got to realize that the whole focus is on giv- _________________
ing them what they want. It is on serving them.
_________________
The next three come in a group of three and I call it: The _________________
three universal laws of Web success. Again, all these prin- _________________
ciples are related to any kind of success in business. The
first thing youve got to do is youve got to develop a great _________________
product. If youre on the take, it will show up real quick. _________________
Youll never get the repeat business. You may not even get _________________
the first business! So, youve got to have a product, a good
product. You dont have to create it yourself. There are all _________________
kinds of people who can make you a good product, but _________________
youve got to have something to sell. Rule number one! _________________
Then, you go from there to Point Number 2: You want to _________________
write a Web-Site that sells it. Now, weve gone from the _________________
product to now the marketing materials. And because
were on the Web and because were dealing primarily with _________________
Web marketing (and e-mail marketing is closely related) _________________
youve got to sell it, youve got to have good copy, youve _________________
got to have path, youve got to have flow. And then, of
course, when youve got the product and youve got the _________________
irresistible marketing tools which are full of benefits, you _________________
are in it, youve got to attract targeted customers. That is, _________________
people who might be interested in your product.
_________________
It really doesnt do much good to load your site up with key _________________
words such as sex, bondage, and some other words _________________
that indicate those kinds of things because if people come
to your site and youre selling tamales or youre selling _________________
information products on exercise and fitness and they dont _________________
relate to sex, people are going to say, I got gypped. So, _________________
you want to get the targeted traffic because you spend less
effort getting more bang for your bucks! _________________
_________________
So those three universal laws of success, Web success,
are: Develop your product, get your Web-Site and your
_________________
marketing materials where they sell, and then get _________________
attracted, targeted customers. _________________
Then we move into one area that is really, really profound

NOTES in your thinking and it is the only three ways to increase
your revenues on the Web or off the Web. Number one -
you want to increase the number of prospects that come to
_________________ your site. Youre going to be focusing on how to build traf-
fic. How do you build traffic? Contests, weve been talking
_________________ about forum postings, we talked about e-mail mailings, we
_________________ talked about off-line advertising. Everything weve talked
_________________ about is included in getting prospects, but then we come
back to increasing the conversion rate to clients.
_________________
_________________ You know, people come to your site but if they surf and
_________________ leave, that hasnt really done you as a merchant any good.
So when youre working on getting them there, thats one
_________________ component. Working on converting them to buyers is
_________________ another and you do that with effective copy, good graphics,
_________________ good lay-out, quick load times, and these kinds of things.
Again, I cant go into too much depth right now but were
_________________ talking about all of these things today.
_________________
And then, of course, Point Number Three, the only other
_________________ way you can increase revenue is to sell to clients more.
_________________ There are a lot of different ways to do this but, basically, it
_________________ breaks down into you could have greater initial sales or you
can sell products over time. For instance, weve got one
_________________ product that we market at $19.97 and on the order coupon
_________________ there is, For a better experience, please include these
_________________ cassette tapes that cost $22.93. Which, by the way, is
more than the primary package! It is an opportunity...at this
_________________ point 22% of the people are taking the upgrade. Thats
_________________ additional free money! So thats how you increase rev-
_________________ enue, with additional free money.
_________________ Also, of course, you want to solicit your customers again
_________________ and again. Sell them more products over your back-end.
_________________ Are you mailing them? Are you staying in contact? Did you
get them as an e-zine subscriber? Always when you mail
_________________ out your e-zines, for instance, you can include an adver-
_________________ tisement after your content.
_________________ So, those are three ways to increase your revenues. There
_________________ are no other three ways. Increase the number of prospects
_________________ which ties directly to increasing the conversion rate, also.
If you increase the number of prospects, youll increase
_________________ your clients. But you increase your clients conversion rate
also, and then youve doubled it and of course, try and sell

your clients more. NOTES
And then, of course, the final point. Point number eight
here, it is the biggest stumbling block I see out of all the _________________
people that I work with. Some get it immediately and some _________________
work with it. Whatever you have to do to bust through to it,
do it, because it is really: Ready, fire, aim! You learn and _________________
you gotta do something. Do it! The only guaranteed failure _________________
that you will ever have is by being too afraid or too reticent _________________
or too cautious to begin. Thats guaranteed self-sabotage!
Now I cant tell you on your first effort if youll have a _________________
tremendous success but I can tell you this: If you take the _________________
feedback you get from that and tinker with something, _________________
maybe the headline, (by the way, weve got one right now
that just this last week we determined made a 50% differ- _________________
ence), get in the offer, the bonus, on the Web or off the _________________
Web you will have success. _________________
So, basically, thats my point today. Take all eight of these _________________
together and you will thrive in your Internet business _________________
because you are focusing on the eight basic missions of an
Internet business. _________________
_________________
T. J. ROHLEDER _________________
Hey, Ted, we could do a whole program just on those eight _________________
secrets you just gave, couldnt we? _________________
TED CIUBA
_________________
_________________
Youre sure right, T. J. _________________
T. J. ROHLEDER _________________
_________________
One of the things that some people might find a little funny _________________
is on your first Number one, where you were talking about
loving your customer. That might sound a little funny to _________________
some people but who in our panel can make that just a lit- _________________
tle bit more clear for those people that think that sounds a _________________
little bit too warm and fuzzy?
_________________
Ive been teaching this for some time, T. J., so I will jump in
_________________
here. Loving your customer and loving your business is
crucial to your success! That doesnt mean you love them

NOTES on an individual basis, but you love them because they
make your life and your business possible. They make
your hopes and dreams possible! The companies that
_________________ have a very poor relationship with their customers usually
dont respect their customers. They look at them as
_________________ sources of income only, but they dont look at them as real
_________________ people. So when you love your business, you respect your
_________________ business, you love your customers, you respect your cus-
tomers; youre going to do everything possible to serve
_________________ people. The way to get rich is to serve people better and
_________________ better!
_________________
ALAN BECHTOLD
_________________
_________________ I want to be painfully honest here, too. I love my customers
_________________ dearly and I have to tell you, as soon as you get a few cus-
tomers built up, a couple hundred of them youre dealing
_________________ with on a daily basis, God love them, there are some peo-
_________________ ple out there who will just try like heck to make you not love
_________________ them!
_________________ T. J. ROHLEDER
_________________
(Laughing) Well, thats life, period! I think in business one
_________________ of the smartest guys I ever met said that all business is is
_________________ just life thats amplified. And in life you find those kinds of
_________________ situations all the time anyway.
_________________ ALAN BECHTOLD
_________________
_________________ And, it is how you deal with those customers that are the
hardest to deal with that will make your business that much
_________________ better.
_________________
_________________ T. J. ROHLEDER
_________________ You bet!
_________________
ALAN BECHTOLD
_________________
_________________ You go out of your way, you make them king even though
_________________ theyre really acting like they think theyre God. Make them
think theyre God. Play into it! Build them up!
_________________

RUSS VON HOELSCHER NOTES
You might agree with Alan, but I would say this: Occasion-
ally youll come across a customer that you cant please _________________
and for your own sanity, for the good of you and the cus- _________________
tomer, it is better to make a refund and let that person go.
_________________
ALAN BECHTOLD _________________
_________________
Thats the old: Know when to hold them, know when to fold
them routine and it works real well. Knowing when you do _________________
that, because if you refund them they can always go away _________________
friends. _________________
T. J. ROHLEDER _________________
_________________
Michael Dell with Dell Computers, says that he loves his
customers who create problems for his business because
_________________
it is often through fixing certain problems and satisfying _________________
certain customers who are harder to satisfy than most that _________________
you develop the systems and ideas and methods for mak-
ing the rest of your customers even that much more happy. _________________
_________________
ALAN BECHTOLD _________________
Ill tell you one little secret. I learned this a long time ago, _________________
too. When youve got a customer thats presenting you with _________________
a problem, one of the quickest easiest ways (and this may _________________
sound daring) to take care of that problem is to ask the
customer outright, What can I do that will make you _________________
happy? _________________
T. J. ROHLEDER
_________________
_________________
Right. _________________
ALAN BECHTOLD _________________
_________________
Nine times out of ten, I want to tell you Ive seen this and _________________
experienced it, nine times out of ten they will ask for less
than you were ready to give them. _________________
_________________
T. J. ROHLEDER _________________
Well, yes, and I think it all goes down to this thing that Ted
said on Tape 1 when we were introducing ourselves, Ted

NOTES said that we dont have an Internet business, we have a
direct marketing business that is also done on the Internet.
Business is just business. So, Ted, Im glad some of these
_________________ steps that youve covered apply to every business other
than just the Internet. Its nice to know that it is all the
_________________ same.
_________________
_________________ TED CIUBA
_________________ It is indeed! We put Web in front of business because were
_________________ taking the business principles and were talking about it in
_________________ the Web environment. But there is no difference. Youve
really got to do the same principles.
_________________
_________________ DON BICE
_________________ But we tend to describe all business in terms of the vehi-
_________________ cle. We talk about a retail business or a mail order busi-
_________________ ness or an Internet business. Those are really the delivery
systems.
_________________
_________________ ALAN BECHTOLD
_________________
Good distinction!
_________________
_________________ T. J. ROHLEDER
_________________ So I hope thats clear for the listeners. And, again, please
_________________ go back and re-listen to Teds formula because, Ted, you
_________________ did such a wonderful job of making it crystal clear on those
exact steps. Hey, maybe some day we will go into further
_________________ depth on all eight of those steps because that is an excel-
_________________ lent system that you described.
_________________
And now, Russ, moving right along to you it is time to hear
_________________ one of your ultimate strategies for getting rich on the Inter-
_________________ net. And then, hopefully, well have some time to do a
_________________ panel discussion.
_________________ RUSS VON HOELSCHER

_________________
All right, T. J.
_________________
_________________ My topic, for now, is going to be Nobody Wants Your $100
Bills, But You Still Can Get Rich On The Web. This is a hot
little item reported by Marquee Target Marketing recently

that caught my attention. NOTES
In a marketing test, an Internet company ran the following
ad on their site. They were prepared to give away $2,000 _________________
in one hundred dollar bills and heres the ad: Free $100 _________________
Bill - Yes, it is true. We will send you a crisp, new, real $100
bill if you act quickly. All you have to do to receive this $100 _________________
bill is to pay $10.95 for overnight delivery. Act now, this _________________
offer is legitimate but it is limited! _________________
Holy cow! Guess what? Nobody took advantage of this _________________
offer! Not one single person. They were prepared to give _________________
away a couple thousand dollars at $100 a hit, but nobody
asked for a free $100 bill. Now I ask you, would you spend
_________________
$10.95 for delivery by UPS or FedEx to get $100? Of _________________
course you would! I darn straight know that I would! So why _________________
didnt anyone take advantage of this super offer? Well, in a
nutshell, nobody believed this ad. Nobody thought that
_________________
anybody in their right mind would give away hundred dol- _________________
lar bills! So what this comes down to is trust and credibility, _________________
or the lack of same.
_________________
Thats the reason most people are not buying from YOU on _________________
the Internet or not buying from YOU often enough, regard- _________________
less of what youre selling. Youre not selling hundred dol-
lar bills, but you have merchandise, products, information, _________________
and whatever. To increase your sales youve got to build _________________
trust and credibility. Regardless of how good your ad or _________________
sales material is, folks wont buy unless they really believe
they can trust you. You must bend over backwards to show _________________
people youre worth their confidence and trust. _________________
Now here are six ways (there are more, Im sure) to build _________________
trust. The kind of trust that is vital to your success. _________________
_________________
1) Identify yourself.
_________________
The Web can be a very personal or impersonal media. You _________________
want to make it personalized. Dont hide behind a company
name. If youre A & B Marketing because your name is Al _________________
and your wife is Bonnie, thats great, but you should dis- _________________
play a photo of Al and Bonnie to show that you are real live _________________
human beings. Thats who people want to do business
with.
_________________
2) Make it very, very, very easy to contact you.

NOTES List your physical address, your e-mail address, your fax
and phone. Let everyone know how easily and quickly they
can get in touch with you.
_________________
3) Whenever possible, offer free samples.
_________________
_________________ This is so easy to do if youre selling information products.
You let people see a couple of the reports you have, or
_________________ maybe download a chapter from your favorite book, etc. If
_________________ youre selling regular products, it is a little bit more difficult.
_________________ Then you have to take a different approach. If youre sell-
ing watches, for example, that you import from Hong Kong
_________________ or Taiwan, you cant probably give away samples. But you
_________________ can have a thorough description of the product on your site
_________________ plus one or more sharp clear photos of the product. That is
so important with merchandise!
_________________
_________________ 4) Provide feedback.
_________________ You want the testimonials of other people who have done
_________________ business with you and theyre happy with the business
_________________ theyve done. Great testimonials from happy customers
build confidence and trust.
_________________
_________________ 5) Offer a powerful money-back guarantee.
_________________ Leave no question or doubt in the potential buyers mind.
_________________ No five or ten day nonsense! Your guarantee should be at
_________________ least 30 days and it should be absolute, completely risk-
free to the buyer. This builds great confidence.
_________________
_________________ There are several other ways that you can build confidence
_________________ but these are the most important ones that people are
using. Lets see what the panel can add to this.
_________________
_________________ ALAN BECHTOLD
_________________ Russ, I wanted to point out, too, that that $100 give away -
_________________ one thing that I think is very important is if your offer
_________________ sounds too good to be true (and it is real easy to test that
out on people that you know - family members or what-
_________________ ever), if it sounds too good to be true youve got to explain
_________________ and justify why it is so good.
_________________

That is absolutely true!
_________________
ALAN BECHTOLD _________________
The question that would pop into my mind is, Okay, whats _________________
wrong with this deal? $10.95 to get a hundred dollar bill is _________________
too good to be true unless they explain, you know, I dont _________________
know why they would explain it, It is a promotional deal.
Were going to ask you to test a couple of products of ours _________________
and respond. Or, theres something else theyre getting for _________________
that hundred dollars before I would believe it. _________________
T. J. ROHLEDER _________________
_________________
You bet. You bet. Maybe you could say, Look, our average
cost to acquire a customer is $200, so were doing this to
_________________
save money on acquiring new customers. or something. _________________
_________________
ALAN BECHTOLD _________________
All we ask is that you look at our catalog and become one _________________
of our customers. _________________
T. J. ROHLEDER _________________
_________________
Right. Right. A strong reason why. Russ, when you were _________________
telling that story I was reminded that in one of my books it
tells a story about a college professor who tried a little _________________
experiment in downtown New York City. He put some of his _________________
students on one of the busiest street corners and tried to _________________
sell twenty dollar bills for one dollar. The people who were
walking by could actually see they were getting a twenty _________________
dollar bill. These were college kids that were doing it, so _________________
you dont think that they were too shabby looking or sinis- _________________
ter looking. And yet, nobody would take advantage of it!
They just couldnt give these $20 bills away for one dollar. _________________
_________________
Well, you know what happened to me? George Stern and _________________
I did a trade show ten or twelve years ago at the American _________________
Bookseller Association, the ABA show in Washington, D.C.
We went there dressed as clowns! We went there with

NOTES hundreds of one dollars bills all over our personage. We
had them on our ties, our lapels, on our sports coats, and
our suits. George had them on a hat. We had them every-
_________________ where! And then we went on a TV station in Washington
D.C. to promote the fact that we were going to go to a park,
_________________ a very public park, in Washington D.C. and give away a
_________________ hundred dollar bills. We did! We gave away several hun-
_________________ dreds of dollars worth of one dollar bills.
_________________ What an experience! We were out there in the park, the
_________________ radio show promoted it for us, people came from all over
_________________ and a lot of them start grabbing the money out of my hands
even, sneaking four and five dollars at a pop instead of
_________________ $1.00. But several other people came up and took nothing.
_________________ I remember one woman turned to her girlfriend or her
_________________ mother or whoever it was and said, Oh, those are phony.
Its not real money. And so, while some people just gorged
_________________ themselves and got into lines to get seconds and thirds or
_________________ grabbed four or five dollars at a pop, other people said,
_________________ Ah, lets go. This is all phoney! It is amazing how percep-
tion overcomes reality. If youre going to make an offer that
_________________ is too good...I received a fax a couple of days ago that was
_________________ talking about making $50,000 a day. I just didnt believe
_________________ that fax! I still dont! I imagine most of the people who
received it said, This is phoney! Now, even if it was a true
_________________ offer (very unlikely) if people do not believe you, they will
_________________ not respond.
_________________
T. J. ROHLEDER
_________________
_________________ You know, it is a catch 22 because Dan Kennedy teaches
his customers and clients that you have to create these
_________________ very compelling offers that instantly when people see your
_________________ offer they think to themselves, Oh, my goodness! You
_________________ know, it just shocks people because its a little bit outra-
geous and its different and it strikes some very exciting
_________________ chord. But, you can do that once you have your trust and
_________________ credibility established with customers, then they will tend to
_________________ believe more outlandish deals. And with new customers
who dont have that relationship established, you have to
_________________ communicate to them differently. Wouldnt you say thats
_________________ true, Russ?
_________________

I would say it is absolutely true! You know, I was selling
phones once for a client and I had heard this before that it _________________
is always good (this was many many years ago) to talk _________________
about the good things about your products, but also to talk
about some of the things that might be perceived as not
_________________
the greatest. So these phones were all red and black and _________________
white. So I came up with the idea of writing this glowing ad, _________________
$8.95 for these great touch tone phones (many years ago,
now). But I said, There is only one problem with this offer.
_________________
We only have three colors: black, white and red. And, of _________________
course, that might have been a small negative but I turned _________________
it into a positive and the promotion was just wildly suc-
cessful. _________________
_________________
T. J. ROHLEDER _________________
Great idea! _________________
_________________
TED CIUBA _________________
Indeed! Since you had mentioned this thing about having a _________________
powerful money-back guarantee, I would like to bounce on _________________
that a little bit. Just last night I got a piece of e-mail and it
was describing a software program that, when I was read- _________________
ing the e-mail I thought I want this. I want this. And when _________________
I got down to the bottom it was $29.00. Now, I buy $29 pro- _________________
grams, $199 programs, $300 programs all the time. I have
never, and Ive probably bought a hundred in the last ten
_________________
years, Ive never returned anything under $100 and I _________________
wouldnt. Right? But let me tell you, even though I thought _________________
I wanted this program from reading the description, I got
down there and there was no guarantee and credibility. I
_________________
thought This could be junk! If theyre not going to offer _________________
warranties on this thing, its not the $29 but it is the fact that _________________
I dont want it to get in and screw up my computer, I dont
want to waste my money, CLICK, and I deleted the letter!
_________________
_________________
T. J. ROHLEDER _________________
You bet. Yeah, youve got to do things to create and stack _________________
all the benefits in your customers favor rather than your _________________
favor.

NOTES And, Don, nobody has ever told a better story of risk rever-
sal than your J. Abrahams Seminar example. That left an
impression on me that will be with me until the day I die,
_________________ even if I live to be 100. I wonder if you could share that with
our listeners?
_________________
_________________ DON BICE
_________________
Well, in brief, he put on a very expensive seminar (many
_________________ thousands of dollars) and he had a very large audience
_________________ there. Part of his guarantee is that up until the beginning of
_________________ the second day, you can leave at any time and get 100%
refund. So, in conducting the seminar on the second day,
_________________ or somewhere into the day, he said, Those of you who
_________________ would like your refund, now is the time. You must leave
_________________ right now. And so, a large part of the audience got up and
left! And there was real panic! The people sitting in the
_________________ audience said, Oh, no! And so he recovered. He said, I
_________________ would like to use this as an example. He said, How many
_________________ of you in this audience would not have attended this sem-
inar if it had not had this guarantee? And most of the
_________________ hands in the room went up! And so, therefore, it was a liv-
_________________ ing example that most of the people in the room - the 500
_________________ or so that remained - were there because of the guarantee.
And, of course, it was still an immensely profitable benefi-
_________________ cial seminar. But the guarantee is why they were there!
_________________
_________________ T. J. ROHLEDER
_________________ Right. Right. That is powerful and to create such a power-
_________________ ful guarantee that even if half of the people either return it
or request their money back, you still end up making mil-
_________________ lions of dollars because had it not been for that powerful
_________________ guarantee you wouldnt have gotten any of the business.
_________________
DON BICE
_________________
_________________ You said something on a tape some time ago that if you
_________________ were not making a lot of refunds it meant that your offer or
your guarantee was not strong enough. I got a little con-
_________________ fused there!
_________________
_________________ T. J. ROHLEDER
Right.

DON BICE NOTES
Ive thought about that a lot because very often Ive said,
Boy, I have zero refunds on this! And really, thats not the _________________
best now. _________________
T. J. ROHLEDER _________________
_________________
Well, yes, the guy who taught that to us is Brad Anton. _________________
Brad has got quite a presence. He is a real macho kind of
guy and he just says whatever comes to his mind. It was at _________________
a seminar where somebody was bragging because they _________________
had low refunds and Brad Anton just got up and said, (I _________________
wont even say exactly what he said because it might
offend some of our listeners here.) He called this guy a _________________
name and he said, Look. This is nothing to brag about! _________________
You having low refunds is nothing to brag about! He said, _________________
If your refunds arent high enough, youre not selling hard
enough! And, again, isnt that really the opposite of how _________________
most people think? _________________
ALAN BECHTOLD
_________________
_________________
Oh, yes, absolutely! _________________
DON BICE _________________
_________________
Most people that arent business people. _________________
ALAN BECHTOLD _________________
_________________
Right.
_________________
DON BICE _________________
_________________
Russ had another point I would like to address about make
it easy to contact and somebody else said easy to order. I _________________
had an experience last week where I went to a site and _________________
found a piece of software that I really wanted to buy and _________________
when I went to order it it says that you cant buy it from this
site, you need to go to this location to buy and it had a link. _________________
I went to the other location and there was no place on the _________________
site where the product was listed. I searched the site, using _________________
the search function, and still it was not on the site. And so,
it then referred me when I made an inquiry, it referred me

NOTES back to the first site. So, I couldnt buy it on the first site. It
referred me to the second and the second site referred me
back to the first. There was no way to phone anyone.
_________________ There was no street address.
_________________ The only thing there was an e-mail address and so I e-
_________________ mailed the seller and said, I cant find a way to buy your
_________________ product. And he sent me a very short message that
referred me back to the second site. So, there was no way
_________________ to make this sale! Now that man will be the first to say busi-
_________________ ness really is disappointing!
_________________
RUSS VON HOELSCHER
_________________
_________________ It happened to us, too, about a month ago we tried to buy
some software. A clip art program. You know, electronic
_________________ clip art. We went to this site, we found a program, it was
_________________ $29.95 and I said, Boy, thats a good price. It said they
_________________ took VISA, MasterCard or whatever. I was ready to buy but
there was no way to buy! We went up and down the site. I
_________________ spent a half hour of my time - which was foolish - trying to
_________________ figure out a way to buy this but there was no way to buy!
_________________
DON BICE
_________________
_________________ It is not as uncommon as you would think.
_________________
ALAN BECHTOLD
_________________
_________________ There is no greater crime than throwing away a motivated
buyer! Man! I cant believe that e-mail response to you. It
_________________ must have been an automated e-mail response. They had
_________________ set it up so you cant buy from them at all!
_________________
DON BICE
_________________
_________________ Absolutely.
_________________
ALAN BECHTOLD
_________________
_________________ There is no way!
_________________ CHRIS LAKEY
_________________
If thats an automated response, he may never realize that
there is no way to buy his product because that automated

response just keeps referring people back to that other NOTES
site!
ALAN BECHTOLD _________________

_________________
He has to be somewhere sitting around going, I wonder
why our sites... They are probably telling people the Inter- _________________
net doesnt sell well! _________________
_________________
DON BICE
_________________
Thats right! _________________
T. J. ROHLEDER _________________
_________________
Well, Russ, you did a powerful job of explaining the impor- _________________
tance of trust and credibility. Now, weve got another 15
minutes left on this tape. Chris, we would like to hear your _________________
best strategy for getting rich on the Internet. _________________
_________________
CHRIS LAKEY
_________________
Sure, T. J. _________________
The title of my presentation is Ten Secrets Of The Highest _________________
Paid Copywriters In The World. Now, just as a preface to _________________
my presentation here, you may be thinking, What does _________________
copywriting have to do with making money on my Web-
Site? Well let me tell you, it has everything to do with mak- _________________
ing money on your Web-Site because one of the biggest _________________
assets you can have as an Internet marketer is the ability _________________
to write powerful advertising and sales copy. That is one of
the biggest problems I see with Web-Sites today as I _________________
search the Internet looking for Web-Sites, related and _________________
unrelated, to the market that Im in. _________________
Many of the commercial E-Commerce web sites out there _________________
on the Internet today just look good. Theyve been built by _________________
designers who were interested in putting fancy graphics up
and promoting their own businesses, the graphic side of it _________________
rather than actually promoting the products and services _________________
that those Web-Sites are trying to sell. Thats a lot of times _________________
what you end up with when you hire a graphic artist or one
of those fancy Web marketing companies that are only
_________________
interested in making themselves look good by building a
Web-Site that they can pat themselves on the back and

NOTES say, Look what we did! Look what we did!
So, learning the secrets of writing great advertising copy

_________________ can actually make you huge amounts of money with your
Web-Site. In this case, as the saying goes, the pen really
_________________ is mightier than the sword. A good ad or sales letter can
_________________ actually be worth hundreds of thousands of dollars over its
_________________ lifetime to you!
_________________ Think about this with me for a minute. Your Web-Site can
_________________ actually be on the Internet for years, as long as the Inter-
net exists, which we believe will be around for years and
_________________ years and years to come. Your ad that you write one time
_________________ could literally be seen by millions of people over the course
_________________ of its time on the Internet. You could remove it, if you want
to, but assume you leave it up there for years.
_________________
_________________ Now, lets say you spend 100 hours total (it seems like a lot
_________________ but it really isnt) writing the sales letter. Youve got it in its
best form, you slap it up on your Web-Site. Now over the
_________________ course of the time it is up there, it could be a year, ten
_________________ years, who knows. Lets say that sales letter actually
_________________ makes you a total of $100,000 in profit. Thats really totally
possible, and if you ask a lot of people who are successful
_________________ on the Internet, theyll say that to make $100,000 with one
_________________ sales letter (or even in direct mail) isnt that hard to do.
_________________ Now, if you do that, you will have just made $1,000 for
every hour you spent writing that sales letter!
_________________
_________________ A good copywriter, whether its a mail order copywriter or
an Internet copywriter, any direct response copywriter can
_________________ easily earn up to $1,000 or more for every hour they spend
_________________ writing ads or sales letters. In fact, many top notch copy-
_________________ writers earn a lot more than that!
_________________ So, with that in mind and realizing the power of writing your
_________________ own sales letters and ads for your Web-Site on the Inter-
_________________ net, here are ten copywriting secrets that the best copy-
writers use. If youll follow their secrets you can quickly
_________________ learn how to write powerful ads and sales letters for your
_________________ own Web-Site and, for that matter, direct response market-
_________________ ing (mail order marketing) too.
_________________ 1) They do everything possible to know every aspect of

their products and services.

Look for uniqueness, special features and benefits that NOTES
they can offer to prospects or customers. Now, some copy-
writers that arent professional and dont really take the
time to learn the copywriting trade and learn how to write _________________
successful advertising, abstractly they know their products. _________________
They know what the price is, they know a few of the main
features, but to be a very successful copywriter you need
_________________
to know down to the finest detail about your products and _________________
services because you need to look for unique ways to _________________
present those benefits. Maybe not the benefits that would
come to peoples mind right off the bat, but all the nitty
_________________
gritty details of your offer and your products so you can _________________
present that to your customers through your ads or sales _________________
letters.
_________________
2) They learn everything they can about the market their _________________
sales material is targeted to reach. _________________
Thats a very important thing! A lot of people focus too _________________
much on the products theyre trying to sell and not enough _________________
time on the people they are trying to sell their products to.
So, learn everything you can about the people you are try- _________________
ing to reach, what they like, what they buy, their lifestyle, _________________
what they spend their money on, and these kinds of things. _________________
3) They know the right words, phrases and approaches _________________
that will make their offer more effective. _________________
There are books published that you can get in bookstores _________________
today that list words that sell. In fact, I believe there is a _________________
book called Words That Sell and you can study that book. _________________
There are lots of other books and reports like it that just list
phrases and words that people use to sell products and _________________
services. If you can find a way to incorporate certain words _________________
that make your offer stand out, you can actually word your _________________
ads and sales letters so that they sell better and they are
more powerful and actually net you more sales than if you
_________________
would just use other words that werent as powerful. _________________
_________________
4) They learn everything they can about the competition.
_________________
They find out how their products compare in value and _________________
quality. They know what kinds of promotions their competi-
tors are using and they learn how to incorporate some of
_________________
those secrets and those techniques into their own market-
ing.

NOTES T. J. tells a great story he read in a book about Sam Wal-
ton and it said his kids actually got tired of running into
Kmarts all the time because he said Sam Walton actually
_________________ professed to have been in more Kmarts and spent more
time in Kmart than anybody else on the face of the earth,
_________________ including any Kmart employee or owner, for that matter.
_________________ So, thats a powerful example of how just because you sell
_________________ one product doesnt mean you cant go in another Web-
Site and purchase other peoples products. In fact, I rec-
_________________ ommend you spend a lot of time buying offers from other
_________________ people that are selling things similar to yours or things that
_________________ complement your product so you can get ideas on how to
incorporate some of the marketing techniques that theyre
_________________ using into your own ads, sales letters, and offers.
_________________
_________________ 5) They know how to gather testimonials to increase the
response to their ads and sales letters.
_________________
_________________ A lot of offers you see today, when you buy their products,
there is no way that theyre gathering testimonials. Occa-
_________________ sionally someone will, if you just are selling a product or
_________________ service, theyll occasionally send you a testimonial. But,
_________________ thats going to come far and few between! If you actually
incorporate some method of gathering testimonials, youll
_________________ find that people will just be happy to send you testimonials.
_________________ If your product is good and, when they get it theyre
_________________ impressed with it, theyre going to send you an endorse-
ment you can use in all your ads and sales letters. And,
_________________ especially on a Web-Site, you might actually have a page
_________________ that is specifically just full of testimonials that your cus-
_________________ tomers have sent you. So you dont have to just have a
few, because youre on the Internet, you could have pages
_________________ and pages of testimonials. And maybe in your main sales
_________________ letter you might just have a few placed sporadically (or in
_________________ one location) throughout the sales letter. But then you also
have a link that say, Click here to read what all my cus-
_________________ tomers are saying about me. We have thousands of testi-
_________________ monials on file (or whatever the case may be).
_________________
6) They collect and study ads that have similar products.
_________________
_________________ They can do this to get creative ideas that help them with
their ads and they seek out ads that have been running
_________________ continuously. They can also look for these kinds of ads to
avoid the mistakes that other marketers are making.

One of the things that many copywriters and marketers talk NOTES
about is their swipe file and all that is is simply either a box
full of sales letters and ads, or a notebook full of sales let-
ters and ads that they can refer to every time they need _________________
new ideas. They can flip through the ads and sales letters. _________________
Maybe theyve also got printouts of Web-Sites that theyve
visited that they really liked the way theyre laid out or the
_________________
sales letter on that Web-Site. It is something they can refer _________________
back to again and again, and read to study what other peo- _________________
ple are doing. One of the most important things to look for
if youre looking at Web-Sites or direct mail packages is,
_________________
you can look for ads that are running over and over again. _________________
If you see it changing all the time, it probably means that _________________
what theyre using isnt working and they are looking for
something new. _________________
_________________
When you see an ad running over and over again without _________________
any change, assuming they are testing like they should be
doing, that means that youre dealing with a successful ad _________________
or sales letter and you can incorporate some of the ideas _________________
that they are using into your own marketing. Im not saying _________________
steal their ideas because that is totally wrong! But you can
look for ways to incorporate some of the main themes and _________________
ideas that theyre using into your own advertising. _________________
Ill move quickly through the rest here because I know we _________________
are running low on time! _________________
_________________
7) Focus on the ultimate goal of each ad or sales letter.
_________________
Who is it written to, what is the end result that theyre after? _________________
Whenever you create an ad or sales letter you need to
focus on your ultimate goal and that is, obviously, to get the _________________
order for what you are selling. Make that the ultimate goal _________________
of your sales piece, whether its an ad or a sales letter, _________________
whatever your end result is, whether it is to get them to
send for more information or to actually order your product,
_________________
every word you write should be thought out and created in _________________
such a way to move them through your sales letter and get _________________
them to the close where you actually present the offer and
get them to invest in whatever product or service youre
_________________
selling, or to take the action that you want them to. _________________
_________________
8) They know how to create irresistible offers that make
people want to buy.

NOTES Anybody can write an ad or sales letter that just kind of tells
what their product is and says, Here its available for
$19.95, $29.95 or whatever. But a powerful copywriter
_________________ knows how to create irresistible offers using language that
sells the products to people that want to buy them. It is very
_________________ important that you know the language of a powerful sales
_________________ letter or ads so that you can create those irresistible offers.
_________________
9) They know the importance of testing as many different
_________________ elements as possible and they do this as frequently as pos-
_________________ sible.
_________________ On a Web-Site it is very easy to create tests. You can just
_________________ go in and make a change and within a day or two, if youre
_________________ getting lots of traffic, you can know whether that new test
is working or not. It is the same thing in mail order. When
_________________ youre testing something new, you can know within a mat-
_________________ ter of days (weeks certainly) whether an ad is working. But
_________________ you always need to be testing something new. Whether it
is a new headline, maybe youre testing a different price,
_________________ maybe youre testing a different guarantee, but you always
_________________ need to be testing something and have a way to track
_________________ those results so you can find out which ads and sales let-
ters, and which headlines are working the best. So you can
_________________ always be moving towards making more money with your
_________________ Web-Site.
_________________
10) They know how to close.
_________________
_________________ This is probably the most important aspect to learn. You
know how to create strong sales presentations, how to
_________________ close the sale, get the peoples money, have them send
_________________ you their check or money order or on the Internet have
_________________ them click that special button to charge it right to their
credit card. The close is the most important part of your
_________________ sales letter, probably next to the headline, because if you
_________________ dont ask for the order youre not going to get it. There is
_________________ no way that anybody is going to go ahead! You might have
a few sales, people that say, Well, I need this. Heres their
_________________ address. I guess they didnt really tell me what to do with
_________________ my money but maybe Ill just send them a check and hope-
_________________ fully the product will arrive. If you go step-by-step and tell
them, Do these steps to order now! Just click this button
_________________ and charge it to your credit card. It will be easy! Whatever
you do, you have to close your sales letters or you wont be

successful with them. NOTES
Now the best secret of all is that great advertising copy-
writers are made. They are not born! It is nothing that you _________________
either have or you dont have. You can learn these ten _________________
things and you can earn a fortune in the process. Adver-
tising copywriters, successful ones, charge up to $15,000 _________________
or more just to write a simple direct mail package. They get _________________
paid huge fees because of all the money their ads and _________________
sales letters can make. I told you earlier that just one sales
letter that took about a hundred hours to make can easily _________________
generate over $100,000 or more in profits. Sometimes mil- _________________
lions of dollars in profits! _________________
But by learning these secrets yourself, you not only save _________________
the time and the money of having to have another copy- _________________
writer write your ads, but youll be able to crank out prof-
itable cash producing ads and sales letters every time you
_________________
need them, for any kinds of products you ever create now _________________
or in the future. Learning how to write successful and pow- _________________
erful copywriting and advertising and sales letters is one of
the most important things you can ever learn, in my opin- _________________
ion. _________________
_________________
Thats my idea and, hopefully, we have enough time left for
everybody to share some of their ideas on this. _________________
_________________
T. J. ROHLEDER _________________
Okay, we dont. Weve got a couple minutes left. _________________
_________________
Russ, I just want to say to you, that one of the best things
you ever did for us - if not the best thing - was teaching us _________________
how to do these ten steps that Chris just shared. What do _________________
you say to the newcomer who thinks that this is a tremen- _________________
dous amount of work?
_________________
Well, I am glad Chris shared this! He did such a good job _________________
with it! Ill tell you, if youre going to write your own copy _________________
(maybe I shouldnt say this but I will anyhow because it is _________________
truthful) I think you do have to put in a little work. Keeping
a swipe file, reading all the best books, changing your ads,
_________________
testing, does require a little work. There are so many
things we can do to make money that dont require work,

NOTES but to become a copywriter and a very very good one, I
think it requires some real study, some real attention, and
a little bit of mental work at least. But the rewards are so
_________________ powerful that it is worth it! And, if you dont want to do that,
you say, Look, I want to run my business but I dont want
_________________ to write all the sales material. Thats just something I dont
_________________ want to do, then you can hire Chris, or me, or anybody
_________________ else on the panel and pay good money because copywrit-
ing will take some effort to get it right.
_________________
_________________ T. J. ROHLEDER
_________________
Chris, your presentation is a great way to end this tape. I
_________________ hope the listeners are enjoying this. Please go back and
_________________ listen to what Chris just shared with you because good,
_________________ good powerful selling copy is the oxygen of your Internet
marketing business. Like Russ said, for those who dont
_________________ want to do it themselves, you can hire freelancers and a
_________________ good freelance copywriter will not cost you money, theyll
_________________ make you money because of all of the increased business
that they can bring to you.
_________________
_________________ This has been a powerful tape. We are getting this pro-
gram off to a tremendous start. Lets go now to the next
_________________ tape and well share even more of our ultimate Internet
_________________ wealth building secrets. Go to the next tape right now!
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________

Tapes 3 & 4 NOTES
_________________
101 MORE WAYS TO _________________
GET EVEN RICHER _________________
_________________
ON THE INTERNET _________________
_________________
T. J. ROHLEDER _________________
_________________
Okay, well now it is my turn and I would like to share one _________________
of my best money making formulas. This is something that
_________________
Eileen and I have worked on for a number of years. We
call it The Money Machine Formula but the truth is, this _________________
can be called The Internet Money Machine Formula too, _________________
because the same formula that works in regular direct
response marketing works for Internet marketing too. So if
_________________
youll follow just these four areas that I am going to talk _________________
about, the four Ms of your money machine, you can turn _________________
your Internet marketing business into a virtual cash
machine that just cranks out money day and night, 24
_________________
hours a day, 365 days a year. _________________
_________________
There are four key areas that you need to focus on to build
your Internet Money Machine and they all start with M so _________________
it is an easy formula to figure out. I am going to go over this _________________
formula very quickly and then we can open it up and talk _________________
about it as a panel.
_________________
First is marketing. Marketing is all the things that you do to _________________
attract new customers and get those customers to come
back again and again. All of us are in the marketing busi-
_________________
ness, every company. I am reading this great book right _________________
now and they talk about the fact that there are 22,000 _________________
kinds of businesses that this one author has been able to
determine. I promise you, all those businesses are a little
_________________
different but they all have one thing in common. They all _________________
have to center on marketing, doing the things that attract _________________
new customers and get them to come back. You can use a
_________________
lot of different techniques that other people are talking
about on this program to do that, but you have to focus on

NOTES marketing.
The second thing, you have to focus on models. By mod-

_________________ els I mean this, you are constantly seeking to use the
proven ideas of others. You are studying these ideas that
_________________ other people are using. You are trying to make strategies.
_________________ You are using clear, proven directions. Clear paths. Clear
_________________ plans that other people have used and are using now to
get rich. So look for those things that are making other
_________________ people a lot of money and then model your business after
_________________ those things. Dont try to be a pioneer because the pio-
_________________ neers all get scalped. Do what other people are doing to
make money and youll make money.
_________________
_________________ The third M is margins. Youve got to charge the highest
prices possible. They have to be the right prices. You cant
_________________ just charge high prices. You have to test different prices,
_________________ but youre always looking for what is the highest price
_________________ thats going to give the most overall sales and profits. You
have to keep your eye on those margins and keep your
_________________ eyes on the numbers.
_________________
_________________ Now listen, every business in the world has to do things to
serve their customer and make a profit. I dont care what
_________________ business youre in, those are your two key goals. Without
_________________ profit there can be no growth. So your margins have to be
_________________ right! You have to factor in a lot of different things. A lot of
entrepreneurs make the mistake of trying to sell things too
_________________ inexpensively. They want to give their customers a great
_________________ deal and they are service oriented people so they cut and
_________________ slash prices, and then they dont factor in a lot of the over-
head and a lot of the problems that come along. Once
_________________ those problems come along, it will just eat them up
_________________ because their margins werent right. Youve got to focus on
_________________ your margins!
_________________ The fourth key M in the Internet Money Machine Formula

_________________ is management. Youve got to have the right people! Im
talking about maybe employees and maybe not employ-
_________________ ees, but the right suppliers. Youve got to have the right
_________________ management in place. Management is organization. With-
_________________ out organization you have nothing but waste and ineffi-
ciency. Without proper management you have nothing but
_________________ chaos and you cant control chaos. You cant build on
chaos. You cant grow your company on chaos. What good

management does is, it stabilizes your entire business. NOTES
You know your numbers. If you dont have organizational
skills you need to find somebody that does have some
organizational skills to help you in those areas. _________________
_________________
So, if you just focus on those four Ms, you can build an
Internet cash machine that will just crank out money over _________________
and over. I would like to hear from some of our panel now _________________
on what you have to say about these four key areas of _________________
growing and building your business. Anybody have any-
thing? _________________
_________________
DON BICE _________________
I would like to comment a bit on what you said about mod- _________________
eling. Some people stumble a bit when they get to that part _________________
about modeling because theyre not certain what it means.
Modeling and copying get confused. So, I would like to
_________________
explain a little bit about how I model something. _________________
_________________
If I am going to model someone who is doing something
successfully in direct mail, for instance, I dont look at what _________________
product theyre selling and try to copy their ads or their _________________
styles. I copy the process. In other words, they are running _________________
a full-page ad and theyre offering a book for $19.95 and
the $19.95 comes with a sales letter. The sales letter is an _________________
up-sell for another product and then thats followed by _________________
three other products, and you get four mailings, and if youll _________________
break the process out and just chart the process, then to
me thats what you mean by modeling. You follow the pat- _________________
tern of their business - not copy their business. Then you _________________
can just plug any product or anything youre selling into _________________
that pattern which, to me, thats what you mean by model-
ing. _________________
_________________
T. J. ROHLEDER _________________
Oh, you bet! I appreciate you clarifying that! _________________
_________________
Modeling can also be looking for successful things that
people are using in their advertising, looking at successful _________________
things they are doing to attract new customers or keep cus- _________________
tomers coming back, and you can use different models to _________________
build your business by taking a little bit from this area and
a little bit from that area you can create something unique.

NOTES It is something that is proven. It is combinations of proven
processes and plans and ideas and methods.
_________________ DON BICE

_________________ When you start looking at it that way, there are very defi-
_________________ nitely models that work consistently over and over again.
_________________ Particularly in the direct marketing area.
_________________ T. J. ROHLEDER
_________________
You bet. You bet. Many people try to come up with things
_________________ that are totally unique. They think that theyve got to come
_________________ up with, what I call, hair brained schemes, and every once
_________________ in a while a hair brained scheme will work phenomenally
well. But, Russ, more often than not youve seen those hair
_________________ brained schemes just fall flat on their face. Hasnt that been
_________________ your experience?
_________________
RUSS VON HOELSCHER
_________________
_________________ Thats true. I think modeling is so important. You can even
_________________ model ads. Don talked about the whole process of selling
and thats so important! We know a lot of people have
_________________ copied great ads. There is a great book title in the headline
_________________ that says, How To Win Friends And Influence People by
_________________ Dale Carnegie. I bet 101 or 1,001 different marketers have
used an off-shoot of that. You know, How To Get Rich At
_________________ Home And Have Fun Doing It, and on and on and on.
_________________ How To Lose Weight and blah, blah, blah. We can model
_________________ so many different things, right down to the ad itself. We are
not copying word for word, but we are taking a great con-
_________________ cept and were using it for what were selling.
_________________
_________________ TED CIUBA
_________________ Well, actually, it would be dumb and unprofitable to attempt
_________________ to do anything else! For instance, if we see another ad and
we notice theres a headline placement that is working. Or,
_________________ Ted Nicholas always is talking about Courier font outsells
_________________ any other font. Make it look like a letter from home. Well,
_________________ if hes got that happening in his and hes put millions of dol-
lars on the line, why would we not model it? You bet!
_________________

ALAN BECHTOLD NOTES
I was just going to say, the nice thing about online is that it
makes it so easy to go out and see what your competitors _________________
or others in similar pursuits to yours are using, and to see _________________
which ones tend to be generating the most sales and are
growing. Model yourself after them! You dont have to wait
_________________
for mail to come, you dont have to make a phone call to _________________
get a catalog, you dont have to hire an insider and try to _________________
get in to get hired by your competitor or anything. It is all
right up there on the Web, so get researching!
_________________
_________________
TED CIUBA _________________
It is so visible. It is a treasure chest that is open before our _________________
eyes! _________________
_________________
ALAN BECHTOLD
_________________
Exactly! _________________
DON BICE _________________
_________________
Carl Giletti is the one who showed me how to model bul- _________________
lets. He would go through a very successful ad and take
the bullet points and then go in there and underline the key _________________
words that were specific to that issue, and then replace _________________
those key words with his own words for his own product. _________________
And, essentially, you can take powerful bullets and adapt
them to your own use and if you collect those, they _________________
become virtually an index of formulas to use for bullets. _________________
They work again and again and again. _________________
ALAN BECHTOLD _________________
_________________
Thats great!
_________________
DON BICE _________________
_________________
It is. And, I tell you what T. J., you really did a good job of
hitting those four key areas because it is marketing, mod- _________________
eling, having the margins, and management. You have _________________
summed it up with the universals there! _________________

Sure. Just with these four areas, you know, if any of our lis-
_________________ teners are taking business school or are in college right
now you can just take this little bit that weve given you,
_________________ you can tell your business professor, See you later. I am
_________________ going to go make some serious money now. I mean, you
_________________ look at all these books on business and Eileen and I hang
out at book stores and we love books, and we collect
_________________ books that someday were going to read when were old.
_________________ We are buying more books than we can possibly read in a
_________________ lifetime just because we love information. A lot of these
books on business are so complicated! They make it so
_________________ confusing. Doesnt that just irritate you guys when that
_________________ happens? Doesnt that make you upset when you see
_________________ these guys just complicating things?
_________________ ALAN BECHTOLD
_________________
_________________ You feel pretty strongly about that, T. J.
_________________ T. J. ROHLEDER
_________________
I do! And one of the reasons I do is because people are
_________________ being misled.
_________________
_________________ DON BICE
_________________ They are being misinformed! They really are!
_________________
_________________ T. J. ROHLEDER
_________________ They really are! A lot of those books on business were writ-
_________________ ten by CEOs of Fortune 1000 companies or theyre written
by college business professors who have never ever ever
_________________ done it themselves! Here somebody has a serious desire
_________________ to work for themselves and be financially free and do
_________________ something positive and make millions of dollars and
change their life. They go to these bookstores and they buy
_________________ one of those books that are written by those eggheads.
_________________
_________________ DON BICE
_________________ And it is all about being an employee not being an entre-
preneur, not being a rich entrepreneur!

You bet! They really complicate this stuff!
_________________
There are copywriters all over the place who are getting _________________
misinformed, would be copywriters, even buy books by so _________________
called gurus. I am not going to rattle off names but Ive _________________
bought books by people who are highly respected in their
industry and it is just so confusing! You read about the sup- _________________
position of the word if or something and they go into a _________________
diatribe about the word if. It is kind of like when Clinton _________________
was President, you know, using the what is his.
_________________
It is really a terrible thing that a lot of books do to under- _________________
mine people and really, theyll never be successful using
them. Thats why when someone asked Claude Hopkins, a
_________________
great great copywriter, Which of those books shall we _________________
use? He said, I think we should burn them all! _________________
T. J. ROHLEDER _________________
_________________
Well, again, that was back in the late 1920s. _________________
_________________
And it has gotten even worse since then.
_________________
T. J. ROHLEDER _________________
_________________
You bet!
_________________
ALAN BECHTOLD _________________
Well, I think maybe one question that may be in a lot of lis- _________________
teners minds is, Okay, now, how do I know what is worth _________________
modeling? How do I identify whats bad and whats good _________________
and know what I should model? One key I used early on,
before it clicked over years ago when I started to learn how _________________
to spot these on my own is, after I wrote a check and _________________
ordered an item, I went back and studied the marketing _________________
because thats worth modeling. They just sold me! Thats
not a bad place to start. Go back and look at the last cou-
_________________
ple of sales pieces that made you buy because youre no
different than everybody else out there!

NOTES TED CIUBA
Well, I tell you what, I loved the joke Russ told about the
_________________ fire that was encroaching in on this copywriters home and
he had time to go in and save one thing. He went in and
_________________ grabbed his swipe file!
_________________
_________________ T. J. ROHLEDER
_________________ (Laughing) Yeah, he let his dog die!
_________________
_________________ TED CIUBA
_________________ Thats how important modeling success is! It is so inspira-
_________________ tional to have a swipe file. I know Ive got mine and I bind
them up in volumes. Ive got two and three inch binders
_________________ and Ive got about six or seven of them. I just read through
_________________ and man, Im motivated right!
_________________
ALAN BECHTOLD
_________________
_________________ Many people really believe that theyre not creative
_________________ because they think that creative means creating something
totally new and unique. I want to wake up everybody lis-
_________________ tening and point out that there really isnt anything left that
_________________ is totally new and unique in the world.
_________________
T. J. ROHLEDER
_________________
_________________ Okay, Alan, with that in mind...after you just said there is
nothing left new and unique in this world, now it is time to
_________________ hear your next secret so give it to us!
_________________
_________________ ALAN BEACHTOLD
_________________ I will. Im going to talk about a completely new and unique
_________________ way...
_________________
ALL MEN
_________________
_________________ (Laughing)
_________________ ALAN BECHTOLD
_________________
Sorry about that! I couldnt resist!

Ive got seven steps guaranteed to make hundreds or even NOTES
thousands of visitors promote your site for you through
their friends and family. I just discovered this the other day.
This is a perfect example because it comes across as a _________________
totally unique idea and yet, what it is is a twist on an exist- _________________
ing idea. I know weve talked on other tapes about affiliate
programs. Im sure we are going to talk more about them
_________________
later. This is a program thats unique because they took the _________________
affiliate program a different step. In the past, for someone _________________
to sign up and earn commissions from you and help pro-
mote your Web- Site through an affiliate program, they
_________________
have to have a Web- Site. _________________
_________________
This company has started something called favemail.com.
It is at www.favemail.com. They have set up a system _________________
whereby you can encourage visitors to your Web-Site to _________________
set up a system where a banner ad that advertises your _________________
Web-Site, and a little tag line above it with their own per-
sonal recommendation, is added to every e-mail they send _________________
out to anybody and everywhere, later when theyre not on _________________
your Web-Site or whatever. They choose to participate. _________________
So here are the steps. _________________
_________________
Step one, of course, is you want to visit www.favemail.com.
_________________
Step two, you want to create a banner ad or copy one from _________________
your own Web-Site. If your Web-Site has a banner ad on it
or if youve got your banner ad on another Web-Site some- _________________
where, just go there and select copy and save it, and thats _________________
how you can collect it there. Also, if you type banner ad _________________
into any search engine, you will find several Web-Sites that
have free or very very inexpensive services to create ban- _________________
ner ads for you. My companys service...we will create a _________________
banner ad for you if you wish. You can call our customer _________________
service department.
_________________
Step three. You go fill out the favemail sign-up form. There _________________
is a form on there where you sign up and set up an account _________________
and actually set up a page where your banner is stored
and all of the comments that people are leaving about your _________________
Web-Site are stored there. _________________
Step four. You upload your banner.
_________________
Step five. You select a favemail icon. They have little icons

NOTES that you can pick from, several different kinds so they can
fit the style of your Web-Site.
_________________ Step six is to paste that icon in any and every Web page
on your site that you wish. This is just a simple matter of
_________________ taking the little text and stuff that directs people to that icon
_________________ and then to your page. You click it and just add it into your
_________________ Web- Site. If you dont know how to do that, our customer
support staff will do that for you.
_________________
_________________ Step seven. You want to tie your favemail icon to an affili-
ate program of your own. Or, you can actually set one up
_________________ through favemail and offer to pay people points for pro-
_________________ moting your Web-Site and when it results in sales, and
_________________ encourage your users and visitors to your Web-Site to pro-
mote your favemail. This is a brand new system and it
_________________ works really great! What I like about this is with affiliate
_________________ advertising you are seeing ads on other Web-Sites and it
_________________ is a great way to do it. It is a proven model and Im sure
were going to discuss that more later on this series. This
_________________ is akin to what they call viral marketing where your visi-
_________________ tors are telling a friend, Hey, heres a neat site I found. You
_________________ ought to go visit it, and theyre being rewarded for it. Not
only that, but it also encourages the friend.
_________________
_________________ There is a place to click to add this to their favemail which
_________________ takes them over to set it up and download your banner so
they can send it on. So it spreads! The more people send
_________________ this out, the more people that send it out and it just grows.
_________________ It is absolutely free of charge, it takes just a little bit of time,
_________________ and it is a really unique model. But again, it is a unique
twist on an existing idea and this is kind of what I meant
_________________ when I led into this.
_________________
_________________ T. J. ROHLEDER
_________________ Well, how are they making money?
_________________
ALAN BECHTOLD
_________________
_________________ How are they making money?
_________________
T. J. ROHLEDER
_________________
Yes.

ALAN BECHTOLD NOTES
When you sign up, for example, to offer payment for peo-
ple to click on them, they have advertisers that pay them. _________________
They also take a tiny percentage, I believe, of the point _________________
system, the pay-out. They are keeping a little bit of that for
monitoring. They also have advertising. Their big thing is
_________________
that their advertising is on the Web-Site form when you go _________________
to fill out the form and theyre wanting to expose people _________________
while theyre filling out the form.
_________________
I meant to mention this, the other exciting thing is they also _________________
have a directory on here of people who have signed up to _________________
put the favemail system on their Web-Sites. This is a new
enough system that there are actually categories that are _________________
empty. _________________
_________________
T. J. ROHLEDER
_________________
Are there companies using viral marketing right now that _________________
are very successful?
_________________
ALAN BECHTOLD _________________
_________________
Oh yes! In fact, I can tell you that. There are a number of
companies...one of them, I believe, was amazon.com. _________________
_________________
TED CIUBA _________________
Thats what I was going to say! _________________
_________________
T. J. ROHLEDER
_________________
I didnt know that Amazon was using that viral approach. _________________
ALAN BECHTOLD
_________________
_________________
Yes. Viral sounds nasty because there has been all this _________________
bad publicity about viruses. This is nothing like viruses! It
is just that it acts like a virus in that one friend sends it to _________________
another friend and then that friends sends it to two more _________________
people. As you see, quickly, that little thing spreads way _________________
out!
_________________

NOTES DON BICE
Hotmail put themselves on the map that way, too, didnt
_________________ they?
_________________ ALAN BECHTOLD
_________________
_________________ As a matter of fact, yes. Very much so! In fact, they are pro-
prime example of that because every message you send
_________________ out when you are using Hotmail has an ad at the bottom for
_________________ telling others to sign up to get a Hotmail account. So every
_________________ message used on there (there are millions that go out
every day) is advertising the service which, virally, just
_________________ builds it naturally. DVD Express, Disney, ToysRUs - these
_________________ are all companies that have used viral promotions in one
_________________ way or another.
_________________ Again, the magic of this is the average Internet user sends
_________________ 10-15 e-mails every day. This favemail system is really
neat because it does not modify their e-mail. It can be shut
_________________ off if they get tired of it but it is just automatic and it goes
_________________ into every message they send out, kind of as a tag line with
_________________ a graphical banner at the bottom. It is really cool!
_________________ T. J. ROHLEDER
_________________
_________________ By giving the seven steps, Alan, you have made it very
simple.
_________________
_________________ ALAN BECHTOLD
_________________ Yes. That is what I wanted to do. I went through the steps
_________________ and I made notes of what it took to get it rolling and I think
_________________ this is a new enough idea, folks, I want to tell you that this
is a new enough idea. Ive tested it. I cant tell you what my
_________________ results are yet, except that I am already seeing results and
_________________ I only started it just a few days ago. I am very excited about
_________________ the potential! It is so new that its got that potential to take
off just because it is new!
_________________
_________________ CHRIS LAKEY
_________________
The thing thats exciting to me about that kind of system is
_________________ that it is automatic. For people that go to favemail.com and
sign up and use the system, once they get that initial sys-

tem set up it is all viral, like you said. It just automatically NOTES
goes out there and multiplies for you without you doing
anything! All of a sudden you dont have any clue how
many people are out there sending out little banner ads _________________
with that message at the bottom of every e-mail they send _________________
out. That is exciting!
_________________
ALAN BECHTOLD _________________
_________________
Exactly! One other recommendation I want to give is that
you dont hesitate to provide a little space on your Web- _________________
Site where you provide them with the recommendation text _________________
that they could use if they wish because that is the one _________________
thing it asks for from them is their own personal recom-
mendation. The one thing I noticed that really kicked my _________________
own test of this into orbit was when I put some suggested _________________
recommendation text at the bottom of the screen in a little _________________
box below that. Then they could just cut and paste that
when they fill out the form. _________________
_________________
T. J. ROHLEDER _________________
What did you put, Alan? _________________
_________________
ALAN BECHTOLD
_________________
I am trying to remember the exact text and I dont have it _________________
in front of me. _________________
T. J. ROHLEDER _________________
_________________
Well, sort of what you put.
_________________
ALAN BECHTOLD _________________
_________________
Sort of what I put is I just said, Hey, I wanted you to see
this because I think it is such an incredible opportunity. I _________________
signed up and I think you should too. It was that simple. _________________
And then at the bottom, of course, was the banner ad from _________________
the site.
_________________
T. J. ROHLEDER _________________
For those people that are into affiliate marketing already,
_________________
this is a great thing! What about those people who arent
doing affiliate marketing?

NOTES ALAN BECHTOLD
Even without affiliate marketing you can, for example, offer
_________________ your own visitors who actually set one of these up a free
gift if they do.
_________________
_________________ T. J. ROHLEDER
_________________
Okay.
_________________
_________________ ALAN BECHTOLD
_________________ Just give them a reason to do it because once theyve set
_________________ it up it is automatic and starts going out the door. It would
_________________ be worth it to offer a free report or some very low-cost high
perceived value item in return for doing it. Encourage them
_________________ to send it out. But if you want, you can also go to (like you
_________________ were talking about Hotmail, the same company that owns
_________________ that) Microsoft also has link exchange. If you go to linkex-
change.com they have an affiliate ally program where you
_________________ can go and actually set up your own affiliate program with-
_________________ out ever managing anything, running any software, or
_________________ doing anything. Set how much youre going to pay and
everything. Just set that up and then favemail is totally
_________________ complimentary to virtually any of those systems that youre
_________________ already doing, you can add it to it.
_________________
T. J. ROHLEDER
_________________
_________________ I just cant help but think there are still some listeners who
_________________ are a little bit confused about this whole thing. I know I am,
really I hate to admit it! But, Im a little bit confused about
_________________ how the point system works. Can you explain that just a lit-
_________________ tle bit?
_________________
ALAN BECHTOLD
_________________
_________________ Well, on the point system when you set up and say, I want
to be a site that pays for purchases, for example, you are
_________________ literally offering to pay. I have not set up a pay system
_________________ through them because we have all of our own affiliate stuff,
_________________ so you dont have to go through them. If you have your own
affiliate program you can actually work it through that. It
_________________ works very well! The one example I can give you is E-
stamp. They pay so many points for every sign-up. DVEx-

press pays so many points...all the point stuff is set up kind NOTES
of like link exchange through the favemail site. You can
actually set up your own affiliate program and pay there
and literally deposit some money from a credit card into the _________________
established account to pay so much to favemail for so _________________
many points. Those points can be redeemed with favemail
for, I believe, cash! I was trying to figure that one out.
_________________
_________________
T. J. ROHLEDER _________________
Favemail will have something on their site that explains the _________________
whole thing to those listeners who are a little bit confused _________________
still. _________________
ALAN BECHTOLD _________________
_________________
All you have to do is go there and they will even let you cre-
ate your fave right online. You can see how they work, see
_________________
samples, theyve got utilities for creating banners, they _________________
explain how to do it, they show you an exact example of _________________
what an e-mail would look like with a fave at the bottom,
and what size ads to use. It is a brand new way to promote _________________
it. It is hard to explain because I dont have anything to _________________
really compare it to except affiliate programs. If youre _________________
familiar with how affiliate programs work, the beauty of this
is it is like taking an affiliate program one step further and _________________
saying you dont even need a Web-Site. Im going to _________________
reward you for promoting my Web-Site through your e- _________________
mail.
_________________
DON BICE _________________
_________________
There are a lot more people who are citizens of the Inter-
net community that dont have a Web-Site but have access _________________
than those who have a Web-Site, correct? _________________
_________________
ALAN BECHTOLD
_________________
Correct. As a matter of fact, there were 3.4 trillion mes- _________________
sages sent. That added up to 2.1 billion per day.
_________________
TED CIUBA _________________
_________________
I dont think the U. S. Postal System handles that, do they?

NOTES ALAN BECHTOLD
Not quite. Not even at tax time!
_________________
T. J. ROHLEDER
_________________
_________________ But look at this viral marketing...for those of our listeners
_________________ who understand multi-level marketing, think about viral
marketing as this. If youve got 25 people that you person-
_________________ ally signed up with this thing and they turn it on to 5 other
_________________ people that they have already in their email address book,
_________________ who share it with 5 more people whos names are already
in their email address book, and on and on. By the time it
_________________ gets to the seventh level, so to say, were talking about
_________________ almost 400,000 people. That is incredible!
_________________
ALAN BECHTOLD
_________________
_________________ Thats right. Thats the power of this!
_________________ If nothing else, even if you dont ever go to favemail, it
_________________ shows you the power of any type of member bringing in
_________________ other member promotions. The one thing I like about it, too,
with the email is a lot of these people send the same peo-
_________________ ple several emails a week or several emails a month. You
_________________ know the rule of seven. They may not click on that banner
_________________ the third time, the fourth, but the seventh or eighth mes-
sage they go, Oh man, Ive got to go see what this is.
_________________
_________________ T. J. ROHLEDER
_________________ You bet! It gets you all kinds of exposure on the Internet
_________________ that you would normally not have received any other way.
_________________
ALAN BECHTOLD
_________________
_________________ Heres the other advantage - the people getting the expo-
_________________ sure are getting it from someone they know.
_________________ T. J. ROHLEDER
_________________
Yeah. And, I kind of like that lottery feeling that you get
_________________ when you first throw something like this out there and you
_________________ just never know what is going to happen. Just like the
world of multi-level that so many of our customers under-
stand, you never know when youre going to get a heavy

hitter out there on your third level that is going to go crazy NOTES
and start making you twenty or thirty thousand a month.
ALAN BECHTOLD _________________

_________________
Exactly! In this case, two or three of those people are going
to be hitting just the exact right people. The kind of people _________________
that buy from you. _________________
_________________
T. J. ROHLEDER
_________________
Hey, thats exciting, Alan! _________________
ALAN BECHTOLD _________________
_________________
Like I said, it is so new it is going to attract attention _________________
because it is so new and now is a good time to get in on
that! _________________
_________________
T. J. ROHLEDER _________________
Thank you for sharing that and Don, now it is time to hear _________________
one of your next secrets. _________________
DON BICE _________________
_________________
Okay. I am going to talk about five secrets of creating a _________________
memorable domain name that will stick in your prospects
mind so they can remember you and return again and _________________
again. _________________
The first step is really the simple one and that is called
_________________
Keep the name simple. We get carried away sometimes _________________
with domain names and try to make them very complicated _________________
and elaborate. The more we do, the more difficult they are
to remember! The ideal domain name is a very short name. _________________
It is short and easy to remember. It is a single word but, _________________
unfortunately, most of the single word domain sites are _________________
long gone. Books.com or Accountants.com or one of those
that describes your business in a nutshell, they have dis- _________________
appeared years ago. Either they are in use or someone is _________________
holding out for a big sale. So, you dont have those kinds _________________
of choices but you want to keep it as simple and clean as
you can. You want to make certain it is easy to spell. It
_________________
doesnt matter if it is easy to remember; if people dont
know how to spell it youre still in trouble.

NOTES I was working on a site recently where the key name is
therapist. And oh, my goodness, talk about peoples strug-
gle when it comes to...they can remember it but when they
_________________ have to spell it they are in trouble! So you want to select a
name that people can spell as well as remember! You want
_________________ to make certain that it is one without hyphens in it. Now I
_________________ know hyphens in a domain name are very popular because
_________________ it opens up a whole new window of opportunity for getting
domain names because you can get some domains that
_________________ you wouldnt be able to get otherwise because the single
_________________ names are gone.
_________________
But, what happens if you do radio advertising or if youre
_________________ being interviewed on a program or someone is talking word
_________________ of mouth promoting your site, that hyphen tends not to get
_________________ used. It is hard to say, It is accountant hyphen something
else. And so what happens is, they are going to end up at
_________________ the site of your competitor who doesnt have a hyphen,
_________________ who is still selling the product that youre selling, and so
_________________ you lose. So you want to keep it simple, understandable,
and easy to remember.
_________________
_________________ If youre in business for the long haul, you want to avoid the
clichs. Right now cyber, digit, tech, all of these words are
_________________ very much in vogue but they are words of the 90s. If you
_________________ plan to be in business for the long haul, you dont want to
_________________ be stuck with a name that is very identifiable as someone
says, Oh yeah, that company was strong back in the 90s.
_________________ Dont choose a trendy name I guess is what I am saying.
_________________
_________________ Also, dont name your company your Web-Site name.
There is a trend now of calling companies dot com...mak-
_________________ ing them whatever your site is .com being the name of your
_________________ company. That is very short-sighted because the experts
_________________ are saying that it wont be long before the majority of the
businesses are online and doing business online and you
_________________ want to be known for the name of your company, not just a
_________________ .com company because everybody will be a .com or the
_________________ equivalent.
_________________ Go for unexpected combinations. Coined words like Yahoo

_________________ and Ebay. Amazon is not a coined word but it is an unusual
application of the word. What they were trying to convey
_________________ with Amazon was big. You know, Amazon River and Ama-
zon as a giant, and so Amazon Books means a very very

big bookstore. Include unexpected combinations like Fog NOTES
Dog, Top Dog, and unexpected visual combinations like
Green Tiger. That gives you the chance to brand your own
name and make it anything you want it to be. Green Tiger _________________
could be tools. Green Tiger could be a search engine. _________________
Green Tiger could be a clothing line. If you come up with
an unusual name like that, you then get to make it what
_________________
you want it to be. Green Tiger is very visual. When I say _________________
that, you see something in your mind because that is unex- _________________
pected. Tigers arent green! Blue Thumb is another one
like that. It is Green Thumb but Blue Thumb sticks in your
_________________
mind because it is different. _________________
_________________
You can also coin and use words in unexpected ways.
Apple Computer is a great example! An apple is a fruit. It _________________
doesnt apply to a computer! But when you pair it with that _________________
computer, it becomes very easy to remember and very dis- _________________
tinctive.
_________________
Those are some tips that will help you look at domain _________________
names in a slightly different way. Now I would like to give
you a tool that is really the most valuable tool I have found _________________
on the Internet for domain names. It is a site called _________________
domainsurfer.com. If youll go to that site you can put in _________________
any key word. If youre using accountant, if youre using
therapy, if youre using book, whatever the key word is and _________________
if you enter that key word it will give you every domain _________________
name that is registered that includes that key word. That is _________________
amazing because youll find out there are thousands and
thousands of words for almost any subject. These are
_________________
domain names that are in existence and it tells you what is _________________
already taken. But more important, it stimulates your imag- _________________
ination and it gives you great ideas for variations and youll
find that there are just unlimited words for good domain
_________________
names that are still available. _________________
_________________
Another thing about this site is, you can click on any one of
those words and it will tell you who owns it or will take you _________________
directly to the site and you can look at it. It is the most valu- _________________
able research tool in the world! If you were looking for _________________
accountants, you could type in the key word accountant
and it would give you every domain name that has been _________________
registered with the word accountant in the title and then _________________
you could go right down the list and click on them and see
what people in that business are offering, saying, what

NOTES their sites are looking like. It is the most valuable research
tool youll ever find on the Internet!
_________________ ALAN BECHTOLD

_________________ Don, Ill go one better on you.
_________________
_________________ DON BICE
_________________ Okay.
_________________
ALAN BECHTOLD
_________________
_________________ I brought this one up on another tape and I want to men-
_________________ tion it here. In combination with the one you just gave, this
is another one of the most valuable tools you can use in
_________________ looking for a domain name. It is called
_________________ www.whoisplus.com. What is interesting is, whois.com is
_________________ what that site that you mentioned is taking people to to
show who owns the site and if its taken or whatever. That
_________________ is the name of the data base that stores all domain name
_________________ owners and information about them. Whoisplus.com is an
_________________ advanced domain hunting system that is free of charge
where it asks you to enter three individual terms related to
_________________ your business.
_________________
I just entered right now tool, sharpening, and service. And
_________________ then you can select what you want to see .com without
_________________ hyphens, .com with hyphens, .net without, and .net with.
_________________ Then, you just do a search for domains. Instead of telling
you domains that exist, this is like an artificial intelligence
_________________ system that is creating domain names for you to look at
_________________ and eliminating all of those that are taken.
_________________
DON BICE
_________________
_________________ Thats great!
_________________
ALAN BECHTOLD
_________________
_________________ It found me 302 combinations and I have things like ser-
vicetool.org is available. I may not want that. Toolser-
_________________ vice.net is available. Toolsharpening.net and .org are still
_________________ available but .com eventually is gone. Then it goes, How
about the following? Here is fasttool.com is still available.
Officialtool.com and toolhost.com is available.

Toolclerk.com and toolchoices.com are available. Right NOTES
next to it is a button you can click and register it for $60.00.
So again, go there, play with this one and see what is there
for ideas, and then enter some of those ideas here. _________________
_________________
DON BICE
_________________
Yes! _________________
_________________
ALAN BECHTOLD
_________________
Come up with some ideas and really banter those around. _________________
Youll get a perfect name.
_________________
CHRIS LAKEY _________________
_________________
Alan, I can give you an example of where that is very valu-
able. I recently had a friend of mine who was wanting me _________________
to help him build a site on the Internet and I had just found _________________
out from you, actually, about whoisplus.com and I went _________________
there. I know the name of his business and so I entered the
two words that are in his business name into _________________
whoisplus.com and it spit out about 250 options. I was able _________________
to take that to him and actually show him and say, Here _________________
are the ones that are available that whoisplus.com picked
out for you. Which one do you think is the best? And he _________________
could just look through that list and pick one out. It was a _________________
very valuable tool! _________________
ALAN BECHTOLD _________________
_________________
I know one question T. J. is going to have is, how do these
guys make their money? Well, they are the ones that get _________________
the $60.00 to register you at the registration service that _________________
found a unique way to attract people to their service. _________________
DON BICE _________________
_________________
You should also mention, though, that people should shop _________________
for their registration.
_________________
ALAN BECHTOLD _________________
Oh, yes!
_________________

NOTES DON BICE
On domainsurfer.com there is a link you can click on and
_________________ they will show you every registrar who registers domain
names presently, and the number of domain names that
_________________ they have registered from the top to the bottom. And then
_________________ you can click on any one of those and go directly to their
_________________ site. That gives you a great way to pick some and look for
the lowest price because right now, price has become very
_________________ competitive. We were paying $70.00 last year and there
_________________ are places where you can pay less than $20.00 this year if
_________________ you shop.
_________________ T. J. ROHLEDER
_________________
_________________ Okay, I am curious. Does anybody know what was the
price back in 1995, 1996 for a domain name?
_________________
_________________ ALAN BECHTOLD
_________________ It was $50.00 a year.
_________________
_________________ TED CIUBA
_________________ But you had to pay for two years, right?
_________________
_________________ ALAN BECHTOLD
_________________ Yes.
_________________
T. J. ROHLEDER
_________________
_________________ Okay, so one hundred bucks. Now, heres my point. Ive
_________________ got a point, here, to make and weve got a few more min-
utes left to go on this tape and I want to say something.
_________________
_________________ ALAN BECHTOLD
_________________ Now wait a minute! In 1995 it was free.
_________________
_________________ T. J. ROHLEDER
_________________ Okay, lets say 1997. Okay? You were going to pay
_________________ $100.00 back in 1997 for a domain name. Now, sometimes
I kick myself in the butt because I say, My goodness, in
1997 there were still all kinds of great domain names avail-

able and Eileen and I could have gone and if we would NOTES
have just broke out of our mold and quit...you know, some-
times you get so bogged down into one way of thinking, if
we would have just bought a thousand domain names that _________________
were good solid names and spent $100,000.00. Right now, _________________
we could own our own small island! I mean, we would have
a Lear jet on our small island, be living in our mansion, and
_________________
we would be multi-multi-multi-millionaires. Now the point of _________________
that is this, (and I say that because then we would have _________________
sold maybe 500 of those names or maybe 200 of those
thousand names we would have sold for huge sums of
_________________
money and we would have turned our $100,000 invest- _________________
ment into ten-fold or hundred-fold) you cant cry over _________________
spilled milk! No one knew how valuable this was going to
end up, but what opportunities are there right now that _________________
were missing out on like that? _________________
_________________
DON BICE
_________________
Coined names. _________________
T. J. ROHLEDER
_________________
_________________
Coined names? _________________
DON BICE _________________
_________________
Coined names that are like Yahoo. That is what the adver- _________________
tising agencies are recommending to all the major corpo-
rations. Come up with a coined name that you can make _________________
anything you want it to be. Those are the hottest names _________________
that large corporations are looking for and, of course, those _________________
are the people who are going to pay you the big money for
the name. _________________
_________________
ALAN BECHTOLD _________________
I want to give you a warning that I just got from my very _________________
high priced attorneys just the other day, who are expert _________________
attorneys that weve maintained. You can benefit from this
for FREE at no additional cost! There is now Federal leg-
_________________
islation passed, it is now Federal Law, you can literally be _________________
fined for registering a domain name that knowingly con- _________________
tains a trademark. If you hold that name and never use it
and have purchased it for the purpose of trying to profit

NOTES from it, you can literally be fined.
T. J. ROHLEDER
_________________
Okay.
_________________
_________________ ALAN BECHTOLD
_________________ So you want to avoid known trademarks and personal
_________________ names that arent yours.
_________________
T. J. ROHLEDER
_________________
_________________ Good point!
_________________
ALAN BECHTOLD
_________________
_________________ That leaves the rest of the world open. The rest of the dic-
tionary is wide open!
_________________
_________________ T. J. ROHLEDER
_________________
It is nice to know that there still are opportunities out there
_________________ to make a tremendous amount of money by registering and
_________________ then later selling those domain names.
_________________
DON BICE
_________________
_________________ And, there are still tremendous amounts of great domain
names that are out there for almost any business. But,
_________________ people take the one or two obvious names and they say
_________________ theyre gone and they throw up their hands and say, There
_________________ are no good names out there!
_________________ TED CIUBA
_________________
_________________ I was thinking the same way the other day on a project I
was working on until I went to whoisplus.com.
_________________
_________________ ALAN BECHTOLD
_________________ Thats a killer, isnt it?
_________________
_________________ TED CIUBA
It is!

ALAN BECHTOLD NOTES
It has cost me a bundle because I keep nabbing one or
two. _________________
_________________
TED CIUBA
_________________
Exactly! _________________
ALAN BECHTOLD _________________
_________________
I have to almost stay away from it if I am low on money. _________________
T. J. ROHLEDER _________________
_________________
Don, that is just a great way to wrap up the tape. You have
given all of our listeners something to really focus on and
_________________
think about. Please play this tape back and get those Inter- _________________
net addresses and use those strategies that everybody _________________
has given you. Choose your domain name that can make
you rich! Very powerful stuff, Don, and thank you very
_________________
much! _________________
_________________
Now, well go to the next tape and well start with you, Ted.
So, go to the next tape right now for more of these power- _________________
ful Internet marketing secrets that can make you rich! _________________
_________________
T. J. ROHLEDER
_________________
Okay, Ted, now it is time to hear one of your best secrets _________________
for getting super rich on the World-Wide Internet.
_________________
TED CIUBA _________________
_________________
Well, I thank you, T. J., and I am going to focus on one of
the 101 More Ways To Get Even Richer On The Internet. _________________
The title of my presentation today is Adopt This One Rev- _________________
olutionary New Internet Marketing Strategy And You Can _________________
Make Over 5 Million Dollars. I know five million dollars
sounds like a lot but, I tell you what, I am going to reveal _________________
exactly who is saying that from the stage. I am going to _________________
give you a link to his Web-Site here in just a minute. But _________________
the truth of the matter is that this one marketing strategy
has always made money and, like so many things that we _________________
talk about, we are now in the midst of carrying it over from
traditional direct response marketing mail order into mail

NOTES order in the information age. Or, electronic direct response
marketing.
_________________ I am going to explain a little bit as it has been and it is

migrating to the Web. When it is going it is metamorpha-
_________________ sizing also. It is changing form a little bit. Weve already
_________________ talked about it on this program and well talk about it again
_________________ I am sure.
_________________ If you have control of an information product, or it could

_________________ actually be any product, but because we talk about mar-
gins we all love information products because you can sell
_________________ something for $500.00 and it costs you less than $7.00 to
_________________ make. If you have control of a product, you have leverage.
_________________ There are a lot of ways to get it. Of course, the control that
we normally think of in the world at large is youve created
_________________ it, youve got a copyright, youve got a patent, you invented
_________________ it, and these kind of things. But, in fact, in todays market-
_________________ ing environment we can also get duplication rights and
resell rights to products and sell them.
_________________
_________________ So, heres how it looked a couple of years ago and it still
_________________ looks very much this way. Get distributors. In other words,
get a whole force of people out there selling your product.
_________________ They are working to sell your product! That ought to make
_________________ you pretty happy because while you are sleeping, all
_________________ around the globe people are working to sell your product.
They are putting their efforts and their resources into mak-
_________________ ing you money and, of course, you are going to be giving
_________________ them a split of the profits but it is all done after the sale is
_________________ made. I know in Mail and Grow Rich, pages 164 & 165, I
give a demonstration and I just flat lay it out where one
_________________ customer (we had to change names in the book) that we
_________________ had picked up later became a distributor for us was
_________________ responsible for...during a 2 year window of time (he had
been selling before that and he since sold a ton after that)
_________________ we were curious. How much did this guy make us? In a two
_________________ year window of time he made us $99,629.23. Now, if you
_________________ get ten customers like that, thats a million dollars. And it is
very possible!
_________________
_________________ So what we are talking, again, getting distributors, licens-
ing your program to let other people sell it. Licensing can
_________________ be as simple as giving it away, saying, You sell it and Ill
pay you a commission. Or it can be selling the program.

Youve probably seen a lot of these programs. I know NOTES
weve got a number of programs going. Weve got a licens-
ing program we sell for $997.00 and we make money
there. You can too when you give people the right to sell _________________
your product, you give them marketing materials and the _________________
marketing strategy. You are licensing this because you
own or control it.
_________________
_________________
By the way, Ive mentioned $997.00. There is really no _________________
limit. Weve got another program that were selling for
$3,797.00 and it goes. But, heres the angle. What we now _________________
have, the animal that we have on the Web, is the Internet _________________
incarnation which is called the affiliate programs. The great _________________
thing about this is just that the numbers on the Internet are
so much higher that it is really souped up for the 21st Cen- _________________
tury. Youve got an opportunity to really make a lot of _________________
money! And, it is all done with software! _________________
In the very early days of the Web, when we would let _________________
someone be a distributor or an affiliate, we had to actually _________________
create another Web-Site for them. Today you just have
them sign in, they get a commission for everything they _________________
sell, and you all of a sudden have multiplied your selling _________________
resources from your own Web-Site and the promotion it _________________
can do, to hundreds and quite literally thousands. And a
couple of other things. When youve got that one site to _________________
control, now with the increased traffic you can test things. _________________
If you need to do maintenance, for instance, you have a _________________
reason to change the price, the warranty, and whatever.
You do it! You are not running around chasing a bunch of
_________________
other sites. _________________
_________________
Now, the down side of this. Well, technically it is a down
side but it is compensated. The down side is that because _________________
of the Internet culture (and this is the Internet incarnation) _________________
it is a little bit difficult to sell that affiliate link. Now there are _________________
still ways to do it and, in fact, Web Position Gold has a
Web- Site they sell their software. Web Position Gold is a _________________
good model for this. They have an entry level program _________________
where you get a certain percent (and Im just taking figures _________________
off the top of my head right now) you can upgrade and that
costs money, and then they get 20% or 30%. So, most of _________________
the time youre not making any money on the package that _________________
you sell which has always been a great benefit to licensing
because you do. But, of course, here the numbers are your

NOTES savior. Youve got a lot of people now. Youve got over-
head. Youve got to have software to do this.
_________________ Let me give you, as a way of closing, several good web-

Sites that I recommend that anybody who is considering
_________________ putting this automated sales force to work for you and tak-
_________________ ing advantage of these huge numbers that you should
_________________ investigate. First, though, I promised you I would tell you
who it is - Corey Ruddle, who has the We-Site market-
_________________ ingtips.com has an associate program where you can go
_________________ and read about it at http://www.assoctrac.com. He publicly
_________________ says, I made five million dollars from my associate pro-
gram. So get up here and look at his site! And of course,
_________________ that site sells his program and if you want to get to a site
_________________ that might be a little bit more impartial, they judge and rank
_________________ and talk about a number of different associate programs
and thats at associateprograms.com. Written just like it
_________________ sounds - associateprograms.com.
_________________
Another man that is doing quite well and has a program
_________________ that I believe is pretty good is Profitstream.com. I wouldnt
_________________ put an affiliate program up today without checking into
_________________ what Ken Inkvoy has up at sitesell.com. Now, he is not sell-
ing associate program software, but look at his model. It is
_________________ a good model.
_________________
_________________ And, of course, everybody should, as part of their inves-
tigative research whether they go with these two compa-
_________________ nies or not, look at befree.com and linkexchange.com. The
_________________ idea is youve got control of an information product in some
_________________ manner, you should and you can easily multiply your self
worth today and it could be worth five million dollars to you.
_________________
_________________ T. J. ROHLEDER
_________________ Hey, Ted, that is so powerful and I like what you talked
_________________ about in the beginning when you were talking about how
_________________ proven this is because we know a lot of people and we
would be on this list of people who have made a fortune by
_________________ having distributors sell their products. It also benefits the
_________________ distributors greatly!
_________________
TED CIUBA
_________________
Absolutely!

ALAN BECHTOLD NOTES
Im glad you mention you guys, T. J., but between you and
me the other point I wanted to make is Ted was exactly _________________
right when he said that it is very difficult to sell an associ- _________________
ate program if you follow the model that you see most
everywhere on the Web, which is a very very low percent-
_________________
age, 5% or 10%. But when you control the product and you _________________
own rights, reprint rights, or you own the actual redistribu- _________________
tion rights, or you created the product yourself and its like
an information product where there is so much markup;
_________________
you can sell effectively distributorships which are little _________________
more than an affiliate program when you give them 70% of _________________
the profits. One of the keys here is you offer an incredible
percentage of the profits, the lions share of the profits, and _________________
basically make most of your money up-front selling the _________________
actual affiliate program. Weve got a number of clients who _________________
have done that very successfully. T. J. and Eileen have
done that very successfully. _________________
_________________
DON BICE _________________
Exactly! And one good thing that does too, and maybe its _________________
not nice to say this but, if youre giving away free links _________________
youve got an administrative nightmare when it comes to _________________
the 1st or the 15th of every month (whenever you are pay-
ing), right? But if people had to pay $1,000 to $4,000 to get _________________
into your program, youve got serious people. Youve got _________________
people that youre probably going to be writing checks to _________________
but youre not writing a bunch of $51.00 checks.
_________________
ALAN BECHTOLD _________________
Right.
_________________
_________________
T. J. ROHLEDER _________________
Russ, people ask us all the time...they hear our story and _________________
they hear how much you played a vital role in helping _________________
Eileen and I go from $300.00 to $10,000,000.00 in our first _________________
four years and they say, How the heck did Russ do that?
What did he do for you? Well, one of those things you did _________________
for us, Russ, is you taught us the secret of what Ted Ciuba _________________
is now sharing with our listeners. Can you add anything
about the power of going out and getting distributors to sell

NOTES products for you?
RUSS VON HOELSCHER

_________________
I think it is the number one thing that has made me suc-
_________________ cessful because I finally realized many years ago that I
_________________ could only reach so many customers. So by offering a
_________________ great distributorship on many of my products and letting
people make money with them, it just multiplied the busi-
_________________ ness. It is leverage! You can only reach so many people
_________________ but if you have 200 distributors you can reach a lot of peo-
_________________ ple. I know the M.O.R.E. Company, T. J., your and Eileens
company, has used this to tremendously build your busi-
_________________ ness.
_________________
_________________ T. J. ROHLEDER
_________________ And it is real simple. All you have to do is have a product
_________________ and Ted, you made the right suggestion by telling people
that information is number one. You have a product, you
_________________ have a marketing plan, you have some sales material put
_________________ together for them, maybe you do what Alan R. Bechtold
_________________ does and you actually create a Web-Site for them that they
can just link to their already existing site, and that gives
_________________ you another source of revenue by selling that. It is so sim-
_________________ ple! Russ or Ted or anybody that wants to answer this
_________________ question, why dont more people capitalize on this?
_________________
_________________ Well, why dont they capitalize on so many of the tips and
tricks and techniques we give them? Mostly, I think the
_________________ trouble is many people, once they get started they start
_________________ doing these things and they start becoming successful. I
_________________ still maintain that most people have trouble just getting
started. Ive talked to people who have been going to sem-
_________________ inars, reading the books, buying the home study courses
_________________ for 20 years and they still say, One of these days. The
_________________ best way to do it is to make one of these days today!
_________________ TED CIUBA

_________________
Especially, it is a marvel to me, when were not really talk-
_________________ ing theoretical to go out there and try these techniques and
theyll work. Were talking, and these people are learning

exactly what is working and they see demonstrations of it NOTES
and why dont we get going?
T. J. ROHLEDER _________________
_________________
You bet. You bet.
_________________
I think Russ made a great point. Getting started is the _________________
toughest part and a lot of people are not self-starters and
theyre afraid of...its the comfort zone too, isnt it?
_________________
_________________
DON BICE _________________
Thats right. Theyre accustomed to working for someone _________________
else and being told the next step to take. They are some- _________________
what shy (afraid may not be the correct phrase) of stepping _________________
out and saying, This is what I will do first. because theyre
afraid of making a mistake and then it will all fall apart _________________
because they make a mistake. Really, the truth is they _________________
would be fine if they made a mistake. If they would step out _________________
and do something and make mistakes they would profit
from them and continue. _________________
_________________
CHRIS LAKEY _________________
That is powerful advice. It is just afraid of making that mis- _________________
take. _________________
_________________
I think it is the fear of failure, I really do. I think the fear of _________________
failure with many people is stronger than the desire for suc-
cess. _________________
_________________
DON BICE _________________
I worked with a guy one time that said there is no failure, _________________
there are only outcomes. The outcome is what you label it. _________________
You can say, That was a learning experience. I learned
this... or you can label it and say, That was a failure. Boy, _________________
I failed. But the truth is they are only outcomes and you _________________
can call it what you want, so you dont have to fail. You can _________________
just learn, grow and continue.
_________________

NOTES ALAN BECHTOLD
I always try to fail forward because I know I am going to fail
_________________ every now and then. But, fail forward! Whatever misses is
not a failure, it is just like you said, it is a learning experi-
_________________ ence. In fact, the best lessons I learned in business I
_________________ learned the hard way. Maybe it is just me.
_________________
T. J. ROHLEDER
_________________
_________________ No, I dont think so!
_________________
ALAN BECHTOLD
_________________
_________________ I think I am typical, though. A lot of my best lessons I
learned I read about it, I knew it was wrong, I did it anyway,
_________________ and WHAM it hit me! Now I know it!
_________________
_________________ DON BICE
_________________ But isnt it funny? They were learning experiences a few
_________________ days later. When they first happened they were failures!
_________________
ALAN BECHTOLD
_________________
_________________ Well just think, if I had been too timid to try, then I would
still be sitting there thinking, One of these days Im gonna
_________________ get going.
_________________
_________________ T. J. ROHLEDER
_________________ You bet.
_________________
_________________ People have to realize, Alan, that failure and success are
_________________ both imposters (as the poet tells us) because failure isnt
forever and, unfortunately, success is not forever.
_________________
_________________ ALAN BECHTOLD
_________________
Success has to be maintained by constant motion forward.
_________________
_________________ T. J. ROHLEDER
Well, Russ, you probably know more about success than

any living human being that Eileen and I have ever met. NOTES
Now it is time to hear your next secret, so maybe you can
share one of your Internet success formulas with our lis-
teners. _________________
_________________
RUSS VON HOELSCHER
_________________
I am going to talk about someone who is a thousand times _________________
or maybe ten thousand or ten million times more success- _________________
ful than me and put it into the context of my little topic here.
My topic is, How To Write Better Copy Than Bill Gates And _________________
Microsoft. _________________
_________________
T. J. ROHLEDER
_________________
(Laughing) _________________
_________________
In regular mail order, compelling copy, the ability to entice _________________
people to desperately want what you offer is vital to suc-
cess. We all know that! Now I think it is doubly true when it _________________
comes to Internet marketing. All of the panel members _________________
know this is true and there are some great copywriters on _________________
this panel. Youve heard many valuable tips from many
people on the panel, and I know that Chris Lakey shared _________________
some excellent remarks on the last tape. _________________
So why is great copy so important? It is important because _________________
it gives you an advantage over 90% of your competition _________________
who do not use great copy! _________________
When it comes to marketing on the Web, there is good _________________
news and bad news. First the bad news. Many thousands _________________
of Web marketers are smarter than you and a whole lot _________________
smarter than me. Much smarter than me! I am not talking
about basic smarts, I am talking about high-tech smarts. _________________
Most of these people have a big edge on me. The com- _________________
puter geeks and the Internet freaks. But, most of them are _________________
not real marketers.
_________________
I can remember a few years ago I hired a Vietnam gentle- _________________
man, someone who came over from Vietnam, who knew
everything about the Internet even though it was in its
_________________
infancy and still is. He knew how to fix computers back-
wards and forward but, he did not understand marketing.

NOTES That was okay because what I hired him for he didnt have
to know marketing. He tried to sell a course. He was a
medical doctor. After he came over from Vietnam he went
_________________ to Mexico City, studied for many years and became a med-
ical doctor. Unfortunately, the United States wouldnt rec-
_________________ ognize that so he ended up working on computers. Then
_________________ he decided to sell on the Internet. He had a manual on how
_________________ to relieve arthritic pain that he wanted to sell for about
$25.00. But guess what? He couldnt sell one of them!
_________________
_________________ I looked at his sales message on his site and he had over
_________________ 2,000 words or more that told people what caused arthritis
and how this disease progresses. Then he used only about
_________________ 20-30 words to tell people to buy his manual on exercise to
_________________ relieve arthritic pain. It just didnt work that way!
_________________ Now you know I cruise a lot of Web-Sites since I learned
_________________ how to surf the net and Ive been to Microsofts Web-Site
_________________ because I want to see what theyre doing. We know thats
a powerful company and Bill Gates is the richest man in the
_________________ world. I was shocked! I was looking for possible up-grades
_________________ but I was shocked at how poor the copy is on the Microsoft
_________________ Web-Site. There are great graphics, it is a good looking
site, it has a lot of technical information, it explains their
_________________ software products, but there isnt compelling copy! You
_________________ might say, Hey, Russ, who are you to question the richest
_________________ man in the world, Bill Gates? Well, it is true. He makes
money at the speed of light and hes got more money than
_________________ I could ever dream of ever having. He could buy and sell
_________________ me ten million times! I still must say that the copy on his
_________________ site is not that good!
_________________ However, he does have one advantage. As important as
_________________ great copy is, there is one thing more powerful than super
_________________ copy and that is total control over an industry. Thats what
Bill Gates has! Having a product that dominates! Microsoft
_________________ controls 96% of the software in operating systems on the
_________________ PC. He doesnt probably need to have good copy! If he
_________________ would hire me or Chris Lakey or some of the other people,
we probably could make him a couple billion dollars extra.
_________________ I hope he is listening! However, I think he probably doesnt
_________________ really care! Hes got so much money already!
_________________ However, you dont have that kind of money. I am speak-
ing to the listener and all of us! You dont dominate your

industry so here are some suggestions on writing great NOTES
copy. I am going to give you a bakers dozen - 13 tips on
how to make your copy much much better!
_________________
1)Who is likely to want to obtain what you have to sell? You _________________
must know everything about your customer and prospects.
Their hopes, their desires, and their fears. People buy _________________
because they either want to gain something or they want to _________________
avoid loss. You absolutely must know this and know every- _________________
thing you can about them to get their business.
_________________
2) Use great headlines to grab great attention. Nothing is _________________
as important as headlines when it comes to writing copy.
Youve heard that before but you need to hear it again and
_________________
again. _________________
_________________
3) You want to pile on the benefits. As many benefits as
you possibly can think of that your potential customer _________________
wants, you want to use in all of your copy. _________________
4) You must make everything believable. There is great
_________________
skepticism in mail order and I think there is even greater _________________
skepticism on the Internet. So, you really must realize that _________________
people dont necessarily believe what you say and you
must absolutely explain to them why you can offer this
_________________
many great benefits. If it sounds too good to be true, it _________________
probably is not true. People have heard that ten million _________________
times. So if youre making a fantastic offer, you have to tell
them why it is true. _________________
_________________
5) You must be very specific. This goes along with believ- _________________
ability. Generalities are for losers. You have to be very spe-
cific on exactly what youll do for your customers in return _________________
for their hard earned money. _________________
6) Youve got to know exactly what they REALLY want. _________________
What do your prospects and customers really want? Ive _________________
said often that a bad car salesman thinks that he is selling _________________
transportation. A so-so car salesman thinks he is selling a
combination of image and transportation. But a super car _________________
salesman knows he is selling freedom, image, transporta- _________________
tion, plus sex appeal. Why would anyone spend, as a _________________
friend of mine recently did, $105,000 for a Mercedes-Benz
convertible? Who needs that for transportation? No one!
_________________
But hes a bachelor, hes divorced, and he has much more
on his mind in buying that car than the fact it will get him

NOTES from point A to point B.
7) Always think of you copy not me copy. Always you

_________________ not me. And if your copy doesnt have at least two or
three times as many yous in it than mes, youre mak-
_________________ ing a mistake.
_________________
8) You want to use testimonials because folks expect you
_________________ to be high on what youre selling. They like to know what
_________________ other people think about what youre selling. So honest to
_________________ goodness testimonials add so much substance to your
claim.
_________________
_________________ 9) You want to use photos and artwork that relate only to
_________________ the benefits youre talking about. You want to make sure
that if you use them on the Internet, and I think it is helpful,
_________________ that they pertain to what youre doing.
_________________
10) Use the simple kiss approach. Your customers defi-
_________________ nitely arent stupid, but still it is very smart to give them
_________________ copy that is easy to read, easy to understand. You dont
_________________ want to confuse them in any way, shape, or form because
we always say, If you confuse them, you lose them!
_________________
_________________ 11) You want to summarize your offer. I heard a criticism
_________________ not too long ago about T. J. Rohleders copy because he
repeats himself often a second and third time during the
_________________ copy. I pointed out to this criticizer, yes, and that particular
_________________ copy brought in a half million dollars at a seminar. So T. J.
_________________ Rohleder was doing the right thing! Summarizing, repeat-
ing yourself is okay. You might use a little different twist
_________________ every time, but youve got to tell them what you want to tell
_________________ them and then you should also tell them again and again
_________________ what you told them.
_________________ 12) Offer a bonus or several bonuses because people like

_________________ to get something for free. So when you are selling one
product or service, throw in some other things. Try to pick
_________________ out things that dont cost you much money but, neverthe-
_________________ less, have high perceived value.
_________________
13) Lastly, always offer a strong guarantee. A no-nonsense
_________________ powerful guarantee always will increase business. Offer
_________________ things that are no risk to the potential buyer and thats
exactly what you guarantee and thats what they will
respond to.

Thats my bakers dozen and well throw it open to com- NOTES
ments.
T. J. ROHLEDER _________________
_________________
Now why is it a bakers dozen, Russ?
_________________
Thirteen of them!
_________________
_________________
T. J. ROHLEDER _________________
Right! You always give more for the money! _________________
_________________
Exactly! Give them more than they expect and theyll keep _________________
on smiling! _________________
T. J. ROHLEDER _________________
_________________
We talked about models and the power of using proven _________________
models to make money with. That is what this really is.
What youve just shared with our listeners is a proven _________________
model for making money. _________________
_________________
RUSS VON HOELSCHER
_________________
Absolutely. _________________
T. J. ROHLEDER _________________
_________________
And Russ, why arent there more copywriting masters out _________________
there? Why? The formulas are so clearly laid out by
experts such as yourself. Why dont more people learn _________________
how to make millions of dollars with these formulas? _________________
_________________
RUSS VON HOELSCHER
_________________
I think they wont take the time and effort to do a little study- _________________
ing, to keep a swipe file, and to really immerse themselves
in copy. I think you have to do that, to some degree. And _________________
then, a lot of people just want to explain things from their _________________
own perspective and I think thats a big mistake. Just like
my Vietnam friend who I hired, he was trying to sell med-

NOTES ical advice but he spent very little attention and very few
words on what he was selling and just went into a dialogue
about the horrible disease of arthritis. I think people do
_________________ that! They are too matter of fact in their sales approach. I
get sales letters all the time that do a pretty good job of
_________________ talking about features, but a very poor job when it comes
_________________ to benefits.
_________________
ALAN BECHTOLD
_________________
_________________ I think another thing that you stressed there so eloquently
_________________ on writing you centered copy, not me centered copy.
Aiming that copy at the reader is so important to learn. I
_________________ think a lot of people dont use these techniques because
_________________ they forget most people buy from emotion. Emotion is a
_________________ powerful selling tool! Emotion is a matter of pointing to the
person, identifying their need or what they desire, and then
_________________ telling them how their action with your help is going to get
_________________ it. If you focus your copy on that, in other words, write it
_________________ from the angle of you will get, you will get. If you started
every paragraph of your first draft of a sales letter with You
_________________ will get... and then kind of alter that around so you dont
_________________ start every paragraph with the same sentence, but you
_________________ would have a good rough draft to start with.

_________________
I was talking to a couple senior citizens a few days ago and
_________________ I asked them, What is important to you? One guy said,
_________________ Now that Im a senior the most important thing is what will
_________________ I get?
_________________ T. J. ROHLEDER
_________________
_________________ (Laughing)
_________________ ALAN BECHTOLD

_________________
You know what is even funnier, I fell into this little trap a lot.
_________________ It doesnt matter how little money someone has, how frugal
_________________ they are trying to be, emotion still makes them buy. I used
_________________ to think, Oh, lowest cost would do it, because thats what
the guy with the least money is looking for. Sure, he wants
_________________ to save as much money as he can and you can write your
copy to focus on how much money you will save, as long

as it is You will save by ordering this, but theyre going to NOTES
buy based on what your product or service will do for them.
TED CIUBA _________________

_________________
Very good. I would like to throw in a little thing on testimo-
nials, Russ. You were talking about how important they _________________
are. One of the things that comes up with this person who _________________
has created a new product, theyll say, How do I get testi- _________________
monials? I dont have any. Well, of course, at that point
you need to be fair and legitimate and maybe get some of _________________
your friends...or you can talk about industry things. For _________________
instance, if you had created an arthritis cure you dont have _________________
to have someone that had your cure, but someone that had
experienced the pain and experienced the relief. Then, by _________________
association you make it over. _________________
What I want to share specifically is, when youve got prod-
_________________
uct out there you can ask for a testimonial. Assuming _________________
youve got a good decent product, youll get some auto- _________________
matically. But you can ask for a testimonial. We did it just
the other day and we had an incredible 10% response. All _________________
we did was we started with the headline, Free cassette _________________
reveals..... When they read the two paragraph letter, what _________________
it revealed is that when they sent us back their testimonial
we were going to send them this valuable cassette. _________________
_________________
T. J. ROHLEDER _________________
Very smart. _________________
_________________
TED CIUBA _________________
And so, it is easy to get! _________________
_________________
T. J. ROHLEDER
_________________
You bet. _________________
RUSS VON HOELSCHER
_________________
_________________
That is very smart, Ted, because most people even who _________________
love your products...I talked to a guy (this is a true story) a
month ago that said he has earned hundreds of thousands
_________________
of dollars based on the fact that he has read everything
that Ive written. I dont know if he is just buttering me up or

NOTES if it is true, but he said it was true. I said, Why havent I
ever heard about that? He said, Well, I meant to write you
but I guess I just never got around to it.
_________________
TED CIUBA
_________________
_________________ Exactly. To make it easy, by the way, we of course had a
_________________ return self-addressed, stamped envelope that they could
just write their comments on the bottom of the paper and
_________________ send it in.
_________________
_________________ T. J. ROHLEDER
_________________ Very smart. Very smart.
_________________
ALAN BECHTOLD
_________________
_________________ Thats great! Yeah, thats a great idea. And, especially,
_________________ those first testimonials are the toughest to get. That will just
get it right over the edge! That is great advice.
_________________
_________________ T. J. ROHLEDER
_________________ Yep! And, Russ, you really banged it out here and I hope
_________________ all of the listeners took notes as Im sure all of our panel
_________________ did. Chris, weve got a little bit over 13 minutes left on this
tape. Will that give you enough time to cover one of your
_________________ secrets and then, hopefully, maybe we can have a little
_________________ commentary?
_________________
CHRIS LAKEY
_________________
_________________ That will be plenty, T. J., and in fact Ive kind of kept mine
_________________ short because I am hoping we can have a lot of time after
I am done to bounce some ideas around. I feel that what I
_________________ am going to present is very powerful and important for peo-
_________________ ple to remember. It ties in perfectly with what Russ just
_________________ talked about and I reiterate these same concepts over and
over again because I feel that powerful copy is whats
_________________ going to sell your product.
_________________
What you sell is very important, but how you sell it is more
_________________ important and the copy you use. As a copywriter, thats the
_________________ one thing I harp on all the time that people need to learn to
write powerful sales copy. If you dont want to write it, then
pay someone else to do it for you. I get frustrated when I

see people who are trying to make money in direct NOTES
response and in Internet marketing but they are trying to
write their own sales copy without really knowing how to do
it. Youll hear me talk about all these different ways to learn _________________
to write copy, but the one point I want to reiterate is that _________________
you do need to learn how to write advertising. But if you
dont want to do it yourself, then take the time to hire some-
_________________
one who can do it right for you because it is the most _________________
important part of your entire sales presentation. If people _________________
dont like the copy and its not compelling, theyre not going
to buy from you!
_________________
_________________
So with that in mind, my presentation (and Im going for a _________________
record here) hopefully I got it with the number of secrets
here. I am giving you 42 power words that sell like crazy _________________
and will add sizzle to your ad copy. So I am going for 42 _________________
power words! _________________
T. J. ROHLEDER _________________
_________________
Forty-two power words in two minutes, right?
_________________
CHRIS LAKEY _________________
_________________
Forty-two in two minutes! Ill try it!
_________________
I am going to just briefly summarize what I am going to tell _________________
you and then Ill give you all of the words so you can go
back. I wanted to give you as many as possible. There are _________________
probably hundreds more of them. In fact, there are books _________________
called Words That Sell that you probably should have in _________________
your library. But, if you can listen to this tape again and
again and try to incorporate each of these words, or a por- _________________
tion of them, into all your ads and sales letters you will be _________________
more successful. _________________
One thing I just want to reiterate is something that Russ hit _________________
on and weve hit on it on earlier tapes, I believe, and cer- _________________
tainly on past programs weve created as a panel. You _________________
always have to use you copy. Always tell the reader what
is in it for them! In fact, I read sales letters on the Internet _________________
and even in direct mail where people talk about what I will _________________
give you. I will give you this when you buy my package. I _________________
will give you that. That is totally the wrong approach!
Instead of saying, I will give you, all you have to do is turn

NOTES it around and say, You will get... and it makes all the dif-
ference in the world! So just by changing a few words, tak-
ing the Is and the mes out and changing it to the
_________________ yous you can do such a powerful job of selling your prod-
ucts. It just is so much more valuable to say that than the
_________________ I will give yous...
_________________
_________________ With that in mind, I am going to go ahead and get to my list
of 42. Ive got a lot of them here and Ill, hopefully, zip
_________________ through them quick enough that I get them all in but slow
_________________ enough that you can understand what Im telling you.
_________________ When you go back and listen to this tape you can hear
them. Maybe you should write them down and create a list
_________________ that you can refer to every time you create an ad or sales
_________________ letter so that you can try to make sure you use them.
_________________ Maybe check them off as you use them throughout your
sales letter so you can make sure to get some of these
_________________ powerful words in. It is not enough to just have a sales let-
_________________ ter. It needs to have power words in it! So here are 42
_________________ power words and, like I said, there are a lot more of them.
These are some of the ones I think are vitally important,
_________________ powerful words! I am just going to go through the list. I am
_________________ not going to number them or anything for you. But, believe
_________________ me, there are 42 if you want to go back and count them!
_________________ Okay, here we go. Suddenly, challenge, special, 100%

_________________ money back, now, compare, ultimate, boost, announcing,
bargain, wanted, introducing, hurry, plus, increase,
_________________ improvement, startling, amazing, surefire, practical, sensa-
_________________ tional, easy, discount, profitable, revolutionary, instantly,
_________________ no-risk, important, secret, miracle, surprising, valuable,
magic, warning, insider, bonus, free, new, easy, proven,
_________________ discovery, and the last but certainly not least, you.
_________________
_________________ Now again, there are lots of them in there! I think two of the
most important ones you can use in your ad copy are prob-
_________________ ably you and free. People love to get stuff free! But cer-
_________________ tainly all of these are very important words and youll find
_________________ that as you write ads and sales letters certain ones will be
used for certain situations and other ones you might not be
_________________ able to use every time. But, certainly, these are 42 of the
_________________ most valuable power words you can use. There are lots
_________________ more of them that you can come across. Thats where
keeping a swipe file is very important.

If you have a swipe file full of ads, sales letters, and Web- NOTES
Sites that have sales letters on them you will start to see
which words are used over and over again. Youll start to
see power words like these being used and you know that _________________
these are words you need to pick up on. In fact, maybe you _________________
can go through your swipe file and highlight the power
words, the superlatives, the special words that emphasize
_________________
certain words and just keep a note of those so you can _________________
refer back to them and have words to include in your sales _________________
letters to increase your response.
_________________
So, having said that, like I said Id keep it short. I just _________________
wanted to make sure that you had those on tape so you _________________
can go back and refer to these power words every time you
need them, every time you are writing sales letters, and if _________________
you have a copywriter you use they should certainly know _________________
these power words and include them in your copy. Make _________________
sure they are in there!
_________________
T. J. ROHLEDER _________________
Those same words work great on Web-Sites, right? _________________
_________________
CHRIS LAKEY _________________
Absolutely. Even sometimes more so on the Internet. _________________
_________________
T. J. ROHLEDER _________________
Learning how to write good ad copy is almost like a new _________________
language. There is a learning curve where you are learn- _________________
ing how to say things a little bit different. Once you get it
down, it just becomes a part of you! Hasnt that been the _________________
experience of everybody on this panel? _________________
_________________
DON BICE
_________________
Oh, for sure! _________________
ALAN BECHTOLD
_________________
_________________
Kind of like learning to ride a bike. _________________
T. J. ROHLEDER _________________
It does become second nature after a while.

NOTES DON BICE
People say, I dont like to write. Well, hey, I dont like to
_________________ write either; but copywriting is not the same as writing. At
least for me. Maybe the other guys may feel different, but
_________________ copywriting for me is a game. Copywriting is a strategy, it
_________________ is playful, you can play with the words, and then you can
_________________ go through lists like the ones Chris just gave you and you
can say, Well, how can I get this word in there? And,
_________________ What if I changed this word? And, Can I put this word
_________________ instead? It is somewhat mechanical, it is somewhat strat-
_________________ egy, and it is an intellectual challenge. It is not like writing,
as far as Im concerned. Writing where you are thinking of
_________________ how you can convey all these same ideas. I know, were
_________________ trying to convey ideas in selling but maybe Im not explain-
_________________ ing it well. It is a strategic game playing and word manipu-
lation rather than sitting down at a typewriter or word
_________________ processor and really doing the art of writing.
_________________
_________________ T. J. ROHLEDER
_________________ Sure! It is the game of trying to make as much money as
_________________ you can!
_________________ DON BICE - Hey, you summarized that one well!
_________________
_________________ ALAN BECHTOLD
_________________ I was going to say, too, on the Web those power words that
_________________ you just heard - play them back and write them down. On
_________________ the Web, those power words can be even more important.
In a print ad you capture the readers attention for a
_________________ minute, sure, they can turn the page. They are very impor-
_________________ tant there. They are vital! When you are using direct mail,
_________________ you are stopping the reader from pitching that in the waste-
basket just long enough by capturing them with those right
_________________ words scattered throughout as heads and sub-heads. It is
_________________ important to use them throughout the letter. On the Web,
_________________ they can leave you in a heartbeat. They can leave you so
fast you never knew they came in hardly, except for that
_________________ quick hit that maybe your server is counting and maybe it
_________________ isnt. But the bottom line is that it is even more important to
_________________ capture their interest and get them reading right away and
keep them moving through your piece.

CHRIS LAKEY NOTES
I am looking at a sales letter that I recently wrote and I just
happen to have it in front of me. Just to give you an exam- _________________
ple of how this is important, I am going to tell you what I _________________
could have said and then I am going to show you what I did
say. You can kind of see the difference. The sentence as I
_________________
could have written it might say, Im going to give you a way _________________
to make money on the Internet. Well, I could say that but _________________
it is kind of boring. Instead, what I did say is, If youre look-
ing for a real true proven way to explode your profits on the
_________________
World-Wide Web, then Ive got an exciting new program _________________
that you must get your hands on right away. So, by just _________________
adding a few of the power words throughout your copy you
can make an emphasis on certain points and really draw _________________
attention to what you are trying to tell them. _________________
_________________
T. J. ROHLEDER
_________________
You bet! You can do all kinds of things that really capture _________________
peoples imaginations and thats really part of what were _________________
talking about here - how to captivate people, how to draw
people in, and how to get them excited. _________________
_________________
DON BICE _________________
Most copy on the Internet is not real copywriting. Most _________________
words on the Internet are taken from peoples brochure or _________________
press releases or ads or things of that nature that were
never strong direct mail copy. And so, when transferred to
_________________
the Internet, theyre there and if youre interested you can _________________
read it but theyre not designed to sell. On the Internet your _________________
copy, to work, needs to be strong, traditional direct mail
copy.
_________________
_________________
T. J. ROHLEDER _________________
Speaking of that, heres an illustration. I am looking at a _________________
headline right now that is a giant headline. Probably 25-30 _________________
point type and here it goes... How To Make A Fast Fortune _________________
With The Money Making Power Of An Amazing Little
Known Profit Zone. It just jumps out at you! It is a wonder- _________________
ful headline and I wish I could say I wrote it, but I didnt. _________________

NOTES ALAN BECHTOLD
I notice that one headline, though, is almost a dictionary of
_________________ power words.
_________________ T. J. ROHLEDER
_________________
_________________ Well, you bet! Russ, you did a powerful job of explaining
this. Chris, you carried it even further with more specifics.
_________________ Once you start recognizing and becoming aware of this,
_________________ youll recognize extremely explosive selling copy when you
_________________ see it, and then all you have to do is model your copy after
that. Once you pick up on the language, it is really second
_________________ nature. Isnt it second nature to you, Russ? Isnt writing a
_________________ sales letter just as easy as breathing for you?
_________________
RUSS VON HOELSCHER
_________________
_________________ Well, I dont know if it is that easy but it is second nature. I
would just put one caveat in that we can use all those
_________________ power words Chris gave us, and they were great, but we
_________________ also have to put some human touch in there and believ-
_________________ ability. I have seen sales letters and I have seen copy on
the Internet that is nothing but power words and that
_________________ doesnt work. You have to have the copy with the power
_________________ words but also put in that human touch, that me-to-you
_________________ conversation and the believability.
_________________ T. J. ROHLEDER
_________________
_________________ Thats probably a good place to wrap this up because we
are talking about selling to people. People-to-people.
_________________ Although were on the Internet now, and we have the
_________________ potential to reach millions and millions of others, its still
_________________ making those connections with one person at a time.
Thats the thing that they teach you in direct response mar-
_________________ keting. Yeah, your sales letter might go out to four million
_________________ people this year, or your ad may run in a magazine thats
_________________ got a circulation of 16 million, but youre just reaching one
person at a time. It is the same way with the Internet. One
_________________ person at a time, although you can definitely reach mil-
_________________ lions.
_________________ I am just glad that we wrapped this tape up with some of
those strategies because that was exciting! Ted, you

started off this tape with an exciting strategy. Please go NOTES
back and listen to this one tape again and again! Some
amazing ideas that we covered just on this one tape!
_________________
And now, go to the next tape and well give you even more _________________
strategies for getting rich online.
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________

Tapes 5 & 6 NOTES
_________________
101 MORE WAYS TO _________________
GET EVEN RICHER _________________
ON THE INTERNET _________________
_________________
_________________
T. J. ROHLEDER _________________
_________________
Okay, Ted, now it is time to hear another one of your great-
est secrets for getting rich on the World-Wide Internet. _________________
_________________
TED CIUBA _________________
All right, T. J., thank you! Today I would like to talk about _________________
the eight steps to building a pile of wealth on the Internet. _________________
Get your pencil out because weve got a lot of good infor-
mation here! The basic perspective that guides this and, by _________________
the way, it is the same on and off the Internet is that were _________________
not going for a one-night stand. We are going for an ongo- _________________
ing relationship. We want to benefit the other person and,
of course, mutually receive benefit. Heres the thing! It is _________________
just costly and time consuming to make that first contact, _________________
to make that first sell, so basically as we are always think- _________________
ing, we want to leverage that investment in a first-time cus-
tomer (and in following the metaphor) in the one-night
_________________
stand into the relationship that we have. Think about it. It _________________
costs, whatever your lead generation, customer generation _________________
processes are, even if theyre on the Web and they are
low-cost, no-cost youve still got your time, your creative
_________________
imagination where you are drawing them in, and that costs. _________________
_________________
But to re-sell people who obviously have an interest in your
topic since they bought your product, and who because _________________
you offered a good course obviously have a knowledge of _________________
you, and now because they have bought it in a course (I _________________
am talking product of any kind) theyve seen what youve
got to offer. The credibility issues, the trust issues, are _________________
gone so you are there! You are in the spot to do it! Also, _________________
heres something that you may not have thought about.
You actually have a responsibility to your customers. Dont

NOTES cheat your customers because I guarantee you, whatever
it is, whether it is supplements, bicycle products, informa-
tion on getting rich on the Internet, your customers, and I
_________________ like to call them beneficiaries, even, they want more and
they will spend more. If you dont make it easy for them to
_________________ do that with you, theyre going to go to somebody else and
_________________ they might get an inferior product.
_________________
Think about your own experiences! Have you ever known
_________________ anybody who was interested in anything: parachuting,
_________________ swimming, coin collecting, (you name it) investments who
_________________ didnt want more and more? They do - you do! Make sure
they can do it from you! Also, of course when you are think-
_________________ ing about this, the ironic synchronicity (and it is very propi-
_________________ tious) is that you will always give them better service
_________________ because you are working to do that! It takes a lot less work,
effort, and stress to do that.
_________________
_________________ I am going to give you the eight points but I want to run
through just one quick example so you get an idea of how
_________________ powerful this can be. On one ordinary day last year a cus-
_________________ tomer faxed in our Paper Profits Enrollment Form (by the
_________________ way it is not called Order Form, it is called Enrollment
Form). They had gotten on the Web and downloaded it,
_________________ filled it in, and sent us $782.00. It came into the office at
_________________ 1:39 p.m. We shipped the order out overnight. She
_________________ requested and paid for it, right? So we made $782.00 that
day. But, of course, in her package we included some ride-
_________________ along materials. That is, extra free special reports that
_________________ didnt cost us a penny. She got the package, she was over-
_________________ whelmed with the WOW factor, (you know, the out-of-box
experience) and she read one of the reports (it was one of
_________________ our For Sale By Owner products), and the next day in our
_________________ office at 4:52 p.m. we received another FAX and she was
_________________ sending us $152.00 more. Okay! So we sent that right out!
_________________ Day number three, she comes in and faxes in an order for
_________________ $1,437.00 for an Internet Distributor package. This also
_________________ was ride-along material. It did not cost us a penny to send!
It was like a 15 page report so we did have to pay for the
_________________ printing, but it went out free in her original package. What
_________________ can I say? Look at this! We started with a $782.00 order.
_________________ Most people (but dont you be one of these) let it drop
there! But, three days with this one customer we have
pulled in a total of $2,371.00. An additional $1,589.00.

So what can you say? It is all from having these eight steps NOTES
that I am going to give you in order. And, by the way,
preparing for my talk today I said, I wonder what she did
this day? (last week when I was preparing) So I went into _________________
the computer and pulled up her account. That Distributor _________________
Package she bought gives her the right to re-sell pack-
ages. She had four packages that she had sold that day for
_________________
a total of $1,628.00. Now, that wasnt all my money and _________________
that wasnt all her money. Heres the point: this is repetitive _________________
because she is doing it again and again. So, thats what we
want to start thinking about, not a one-night stand but an
_________________
ongoing relationship! _________________
_________________
With that in mind, here are the eight steps to building a pile
of wealth on the Internet. _________________
_________________
1) Offer real value, genuine value, at an inexpensive price.
A lot of times it is Free. A free special report or a free soft-
_________________
ware download, and make it like we try to do - we give _________________
them genuine knowledge and value and people respond all _________________
the time! They are telling us, Gee, I never knew that!
Gee, I know more now after reading your 15 page report, _________________
than I knew after I bought some competitors $97.00 _________________
report. Who are they going to come to next? So offer real _________________
value at an inexpensive price.
_________________
2) Offer up-grade options with your original purchase _________________
option. Youve seen it. You get a magazine subscription _________________
and the whole magazine sales letter has been pounding on
you to get a subscription. So you go to the order blank and _________________
here it is, One Year - $29.00. For an even better value Two _________________
Years. (And, of course, youve got a discount, right?) And _________________
then theyve got the best value and it is for three years and
you save a lot of money! Thats one. Weve got one with _________________
the book Mail and Grow Rich. We send out the piece that _________________
sells that. And then just on the order form, For the best _________________
experience, I also want to receive Mail and Grow Rich on
cassette. and it is an extra $23.00. And so, offer an up- _________________
grade option and you will increase your sales. Another _________________
thing youve probably seen or you will if you start paying _________________
attention, Basic and Deluxe options on a course. Same
thing. _________________
_________________
3) Pop bounce-back offers into every package that you
send out. Those are the ones that I already referred to ear-

NOTES lier as ride-along materials. In other words, somebody
has bought a program from you so make sure that you
send something offering them something else because
_________________ they will be happy when they receive your materials. They
are interested in the subject so send them something
_________________ related and let them buy back from you again.
_________________
_________________ 4) Send a stick letter. We call it, in psychological terms,
when youve got to fight post-purchase dissidence which
_________________ really just means (and you probably know this from your
_________________ own experience) after youve bought something some-
_________________ times you say, Uh oh, did I do the right thing? So you
want to develop the relationship and a lot of times some-
_________________ thing that you can send - another free special report (of
_________________ course, you will make an offer), or a real affordable book.
_________________ Weve got books that we send out that cost us anywhere
from $1.20 up to $5.00. Something that will make a gen-
_________________ uine, feel good relationship. That is called a stick letter.
_________________
5) Mail a sequence of back-end mailings. We talk about
_________________ mail and obviously were using the terms on the Internet
_________________ thats email and, of course, theres no cost to that. If youre
_________________ doing physical mail thats also good, excellent. But these
back-end mailings again, of course, are offering additional
_________________ products. You re-sell what you sold, you re-sell your value,
_________________ you offer them up-grades, you offer them new products,
_________________ and you cross-sell with other products.
_________________ 6) Back-end your back-end. In other words, if they buy one
_________________ thing and they buy another, they will still buy another so
_________________ dont stop after one thing!
_________________ 7) Never stop marketing to a customer until it becomes

_________________ unprofitable. Now, a customers clients are not prospects.
They are people who bought something from you. They
_________________ are interested. They have demonstrated it with their cash,
_________________ so until it becomes unprofitable never stop! And, of course,
_________________ on the email e-zines, about the only time it becomes
unprofitable is when they say, Take me off your list.
_________________ because there is no cost and, of course, thats what we all
_________________ love about Internet marketing.
_________________
8) Never stop setting up joint ventures as host and benefi-
_________________ ciary. Never stop creating new products, because you want
to expand your offerings. I have talked so often about joint

ventures because you dont have to create that product, NOTES
you dont have to commission it, you can go to someone
whos got a product that is related to yours that would ben-
efit your customers and say, Hey, lets make a deal and _________________
well split the profits. That subject could be a whole other _________________
tape series! But right now, it is just never stop getting new
products!
_________________
_________________
So, thats it! The eight steps to building a pile of wealth on _________________
the Internet. Let me know how you do!
_________________
T. J. ROHLEDER _________________
Hey, Ted, if thats all we gave people is just those eight
_________________
steps and if everybody followed that formula, they could _________________
get super rich! _________________
Russ, dont you agree with that? _________________
_________________
Absolutely. There is so much good information here that _________________
Ted just gave us and with what weve been receiving from _________________
everybody else, we just have to find that way to push that
button where the listener will all of a sudden get it! It is
_________________
that WOW! Ted talked about with the opening of a box _________________
and if you give them a lot of good material for their money, _________________
there is that WOW! factor. I just hope the listener gets the
WOW! factor and the IM GOING TO DO IT! factor from _________________
these tapes! _________________
_________________
T. J. ROHLEDER
_________________
Ted, I liked your back-end to the back- end. Thats the _________________
name of the game here and no one is ever going to get rich _________________
on new customers. It is developing those relationships. I
like the analogy of the no one-night stands because I think _________________
people need to see this is a real relationship and you cant _________________
have a relationship with someone that you have a one- _________________
night stand with.
_________________
TED CIUBA _________________
No, you cant! You cant! It is so important because the
_________________
majority of people, when they think about getting on the
Internet or really starting any business, they think about

NOTES making a killing. But it is really not the killing because you
are going to have to pay your bills next week, next year.
_________________ DON BICE

_________________ I heard someone explain, this weekend, the difference
_________________ between clients and customers. It fits really well right here.
_________________ They said a customer was someone who gave you their
money and you gave them a product or service. A client
_________________ was someone that you served and that you served on a
_________________ continuing and ongoing basis. I think if we look at these
_________________ people as clients instead of customers, then many of the
follow-up activities seem logical and they just follow. We
_________________ dont look at them as a customer with a one-time exchange
_________________ of money.
_________________
ALAN BECHTOLD
_________________
_________________ Thats a good point, Don, and I know one of the most
important things listeners should bring away from what Ted
_________________ had to offer is that constant awareness of the actual cost to
_________________ you of acquiring a customer which, even on the Internet, is
_________________ important. I run into this all the time with my clients that
imply that it is so easy to get a customer on the Internet.
_________________ They say they didnt spend any money to get the customer,
_________________ so they act like it is almost a throw away thing. They dont
_________________ realize the time, the energy, the planning, and the work that
goes into it all carries a monetary value. It is so valuable to
_________________ learn to develop those customers into clients because
_________________ every sale you make after that costs so much less in time
_________________ and energy.
_________________ TED CIUBA
_________________
_________________ Thats exactly why I started with the example. If you dont
do that, youre leaving money on the table. We had a
_________________ $782.00 sale which, in three days, we turned into almost
_________________ $2,400.00 and she is still buying!
_________________
ALAN BECHTOLD
_________________
_________________ The additional money you made on those follow-up sales,
cost you a lot less to make in the first place than the first
_________________ sale did.

TED CIUBA NOTES
You better believe it!
_________________
We were talking about this, Ted, in Florida last weekend at _________________
the seminar and we came to the conclusion there are four _________________
categories of people that were dealing with. One is the _________________
inquiry that hasnt spent any money. Were trying to turn
that person into a buyer. Thats the second category. Now _________________
the third category is to turn the buyer into a customer and _________________
thats really a big up-grade. But the ultimate goal is to turn _________________
a customer into a client.
_________________
ALAN BECHTOLD _________________
Very well put, Russ!
_________________
_________________
T. J. ROHLEDER _________________
That is very, very clear! There is one thing that you said, _________________
Ted, that caught my attention because of a great quote that _________________
I heard a little while back. Ive spent a lot of time thinking _________________
about this quote. In one of my marketing books, just one
sentence out of one page and one paragraph leaped out of _________________
the page at me and it just said this...It was Claude Hopkins _________________
out of his book, Scientific Advertising. I will paraphrase _________________
Claude. Claude basically said people dont want cheap
things. They just dont want anything that is cheap! They _________________
dont want it! They will be turned off of anything that is _________________
cheap! And so, here youve got a bunch of people trying to _________________
sell stuff for low prices. People dont want cheap stuff!
What they want is, they want expensive stuff or stuff with a _________________
lot of high perceived value at dirt cheap prices. _________________
So, once I saw that it just all of a sudden became clear. I
_________________
guess I knew that at some kind of a subconscious level but _________________
I never realized it so clearly! If you can give people some- _________________
thing of a high perceived value and drastically reduce the
price so that they feel like they are getting something of
_________________
extreme value for a low amount of money, theyll stand in _________________
line to give you their money. _________________

NOTES TED CIUBA
Yes, they will!
_________________
DON BICE
_________________
_________________ I like that you mentioned the stick letter. Most people dont
_________________ bother with that and I think it is very important, particularly
if youre selling a high priced item. Ive used it very suc-
_________________ cessfully! I saw it, on a project I had, take my refund rates
_________________ and just drive them to virtually zero. The package was
_________________ coming by regular mail and would be slow, so the day I
filled the order I sent them a small gift with a letter that said,
_________________ Your package has been mailed. It is on its way. It will
_________________ arrive a little later than this will and, heres a gift for you.
_________________ Thank you for participating in this course. And, boy, did it
drive the refunds down! They werent real high to begin
_________________ with, but they went to virtually zero!
_________________
_________________ TED CIUBA
_________________ Thats a good point.
_________________
T. J. ROHLEDER
_________________
_________________ A very good point! And, Ted, thank you for sharing that
_________________ eight-step formula. It was very powerful.
_________________ Russ, speaking of powerful, now it is time to hear your next

_________________ best strategy for getting rich on the Internet.
_________________
_________________ All right. I am going to title this, How To Build Your Own
Mighty Email List To Get Rich With. This information is tai-
_________________ lor made for information marketers on the Internet, but it
_________________ could be used by others who use information to sell other
_________________ products and services. For some time now lots of info mar-
keters on the Web have been making good sales on E-
_________________ Books, Manuals and Reports by giving away (as we talked
_________________ previously on previous tapes) a chapter or two of the book,
_________________ or a couple of the reports in a series of reports. Then what
they do is give the Table of Contents and if people like the
_________________ information they got on the chapter or two, or the report or
two or three, and they like what they see in the Table of

Contents, theyll order the product. NOTES
Here is a new twist. Several leading on-line book sellers on
the Internet, led by barnes&noble.com and amazon.com, _________________
along with best-selling author Stephen King, the master of _________________
horror stories, show us a new way to capture email
addresses and, hopefully, make a ton of money in the _________________
future. Recently, in just one day (one single day) 400,000 _________________
copies of Stephen Kings new 66 page novelette, Riding _________________
The Bullet, were either given away free or sold. Four hun-
dred thousand copies in 24 hours! In one 24 hour period, _________________
approximately 360,000 copies of this book were given _________________
away free while another 40,000 copies were sold by other _________________
online book sellers at $2.50 each.
_________________
That means that $100,000.00 was generated in sales from _________________
40,000 copies sold, while 360,000 were given away free.
The smaller dealers sold the book and thats not too sur-
_________________
prising. They wanted the profits! But I think we can learn _________________
the most from the big boysand that means _________________
barnes&noble.com and amazon.com. What they did is let
people download the book absolutely free. And 360,000 _________________
people took advantage of this great give-away. Now the _________________
kudos do go to barnes&noble.com on this promotion! _________________
Barnes&noble.com is a distant number two to amazon.com
when it comes to online book sales. But they really did rise _________________
to the occasion with this special promotion. They did a joint _________________
venture with the author, Stephen King; the publisher, _________________
Simon & Schuster; and they made online book promotion
history! Within just 24 hours barnes&noble.com gave away
_________________
216,000 copies of Kings book. Now thats big results! Hold _________________
onto your seat belts! One hundred fifty copies were down- _________________
loaded every minute! One hundred fifty copies were down-
loaded every minute for 2,040 minutes which constitutes a
_________________
24 hour period! That is really amazing!!! _________________
_________________
Now here is the marketing kicker that we can learn from.
Barnes&noble.com gave the book away free to 216,000 _________________
people. But they only gave the small book away (let them _________________
download it) when the people first gave their email _________________
address. Ah ha! They captured 216,000 email addresses!
Now it is true, they had some of them already. But they _________________
estimate over half of them - something like 128,000 - were _________________
people that never did business with them before. They pro-
moted this with ads in USA Today, but then they also got

NOTES tons of free publicity online and offline to drive people to
their site to get Stephen Kings new book. Two hundred
and sixteen thousand copies - thats amazing in a 24 hour
_________________ period! And you know what we need to do is give away
something, if were information sellers, that people will des-
_________________ perately want. A booklet, a manual, some reports, what-
_________________ ever, and capture those addresses. And then go for all the
_________________ free publicity offline and online.
_________________ Heres what I am planning to do. Ive started writing a small
_________________ manual (or you could call it a small book) with the title
_________________ (which may change but will be something like this) How To
Really Get Rich With Internet Marketing. I am going to
_________________ give it away free on my Web site and heavily promote that
_________________ fact offline and online. Now in the back of the booklet or
_________________ manual, I am going to offer several other of my books and
home-study courses; including How To Get Rich On The
_________________ Web, the course we did with this panel. And above all
_________________ else, I am going to capture and demand the email address
_________________ of every single person who I allow to download my booklet
or manual.
_________________
_________________ I hope the listener will put this in his pipe and smoke it!
None of the listeners or anyone on our panel is likely to be
_________________ able to give away 360,000 books in one day...or maybe not
_________________ even sell another 40,000. But if we could just get a few
_________________ thousand per day of our booklet or our reports or our man-
uals in the hands of people who gave us their email
_________________ address, an opted-in email address, we have a valuable
_________________ commodity to sell them other things. So that is my idea,
_________________ briefly, and I would like to hear what the panel has to say
about it.
_________________
_________________ T. J. ROHLEDER
_________________
Russ, you did a great job of making it so simple. But, what
_________________ about those people that are listening and they are saying,
_________________ My goodness, it really does sound too simple.
_________________
RUSS VON HOELSCHER
_________________
_________________ Thats always the problem as you know, T. J., but I think
that anyone who has written their own book or anyone who
_________________ has bought the rights to a booklet, a manual, a series of
reports, can use some variation of this fabulous technique

that was just recently done on the Internet. Giving away NOTES
something that people want, promoting it heavily, and then
capturing all those addresses.
_________________
ALAN BECHTOLD _________________
You mentioned variations, Russ, another variation on that _________________
would be to give away the first chapter or the first two _________________
chapters or however many depending on the size of the _________________
publication of the book that youre wanting to give away to
capture names, and then have a sign-up to receive addi- _________________
tional chapters; either weekly, or bi-weekly, or however _________________
often via email with their permission to include other offers _________________
with that email.
_________________
Good point.
_________________
_________________
ALAN BECHTOLD _________________
That is real powerful. Now youve got a vehicle that theyll _________________
be anxious to open and read and theyve already given you _________________
permission to send other offers with it. _________________
DON BICE _________________
_________________
I know someone who is marketing a high-end product in a
similar vein. They just took the first two or three chapters of _________________
the book and they offer it in email installments. So every _________________
day you get another installment of the book and after _________________
youve gotten three or four installments of the book, then it
comes with an offer to sell you the remainder of the book. _________________
And, they convert 30-40% of the people who said, Send _________________
me the email, into buyers and this is a $395.00 product. _________________
TED CIUBA _________________
_________________
And that 30-40% is a staggering conversion rate and you _________________
see what giving away valuable material will do!
_________________
DON BICE _________________
Yes.
_________________

NOTES TED CIUBA
Because theyve sampled, theyve read the book, and by
_________________ then they see its value. You have to have a product that
really delivers, but when they see its value, they want
_________________ more.
_________________
_________________ T. J. ROHLEDER
_________________ Right. People are insatiable too. This is one of the things
_________________ about human nature. The more that you sometimes give
_________________ people, the more they want. A lot of times people are afraid
to do things like that because they say, Oh, my goodness,
_________________ Im not going to give all that away. But a lot of times, when
_________________ you do that, you really hit these people right between the
_________________ eyes and you get their attention! There are so many peo-
ple that think the reverse of that, they want to hold back
_________________ and they want to try not to give away the score, so to
_________________ speak, and when you do have the right promotion where
_________________ you do give a lot to the customers; a lot of times people are
just insatiable. Hasnt that been your experience, Russ?
_________________
_________________ It has. Something just popped into my mind, T. J., while you
_________________ were talking about that. Barnes & Noble, Amazon, and
_________________ some of the smaller online book sellers were able to sell or
give away 400,000 copies in a day. But you know what
_________________ they could have done, and this is something the listener
_________________ may pay attention to, they could have gone to a lot more
_________________ sites other than the online book sellers and said, Stephen
King has allowed us to give away this book, over a short
_________________ period of time.
_________________
_________________ They probably could have gotten thousands of sites and
rang up sales or give-aways of like a million copies in one
_________________ day. But the average person doesnt take action when they
_________________ should. Your point is well taken, T. J. They just say, Im not
_________________ going to give away some book I wrote (or some reports I
have). They want this, they have to send me $39.95. What
_________________ you have to understand is that the law of the universe is
_________________ this: First you give, then you receive. I have never seen it
_________________ fail that when I was being generous with various causes or
whatever (I dont even want to get into all of that because
Im not as generous as I should be.) But, when you do

good things and you do things that help other people, Ive NOTES
never seen it fail that good things happen to you.
T. J. ROHLEDER _________________
_________________
It is a universal principle and it also works great in business
and marketing and, of course, some people think the oppo- _________________
site. They focus so much on the money, and theyre think- _________________
ing about themselves, and theyre thinking about their _________________
companies, and theyre thinking about all of this other stuff
instead of thinking about the customer! _________________
_________________
Absolutely. Thats where they fail because they hold onto _________________
things and they think that by controlling and holding on, _________________
that theyll gain. But actually, the more you reach out to _________________
your customer base or your potential customers and future
customers, the more you win more converts. _________________
_________________
T. J. ROHLEDER _________________
Russ, that is a powerful strategy and it is so simple. So far, _________________
this tape has been so powerful! Chris, I dont know how _________________
you are going to top these last two presentations but, now
it is time to hear your next best strategy for getting rich on _________________
the Internet. _________________
_________________
CHRIS LAKEY
_________________
Well, T. J., let me tell you the reason I havent even been _________________
able to pipe in and contribute to this particular tape is _________________
because Ive been so absorbed in just listening to every-
thing that has been said and taking notes! I never had a _________________
chance to pipe up, so now I am getting my chance! I am _________________
going to go over a topic that I call Seven Hot, Proven _________________
Ways To Make Massive Profits On The Internet. I am
going to be honest with you, right up front, these are _________________
secrets that I stole from another product that we created _________________
recently and I wanted to get them on this program because _________________
I think they are vitally important.
_________________
Recently, several of the people on this panel recorded this _________________
program also, called Seven Of The Hottest Ways To Get
Rich On The Internet. On that particular program, we went

NOTES into a lot of detail and a lot of depth about seven mega-
trends that you could cash in on. I thought it was very
important that I go over each of these on this particular pro-
_________________ gram so you can, hopefully, glean some information that
we pulled out of that program and apply it here. Take some
_________________ notes as I go. Ive got a lot of notes to cover here, so I am
_________________ going to try to go quickly so we can have a chance to dis-
_________________ cuss these at the end.
_________________ The first one is Internet auctions. Internet auctions, of
_________________ course, you probably have heard about them. Maybe
_________________ youve been doing a little bit of Internet auctioning yourself!
The first to start it out was eBay and now there are literally
_________________ thousands of Internet auction sites. You can make a for-
_________________ tune by selling your products on these Internet auction
_________________ sites or, by using the Internet auctions to fuel sales of other
products that you have. In fact, a couple from Wyoming
_________________ (just a couple of average people) recently made over
_________________ $600,000 in one year on eBay alone. That is just one of the
_________________ Internet auction sites. It is easy to get started. All you have
to do is visit an auction site like eBay.com and start looking
_________________ around and see how it is done and learn the system. Start
_________________ by selling some stuff that you might normally throw in a
_________________ garage sale. So, Internet auctions can be a tremendous
way to make money on the Internet.
_________________
_________________ The second is selling information. Just about everybody on
the Internet that is surfing around the Internet is looking for
_________________ information. That is a lot of the reasons why people go to
_________________ the Internet. It is to find information on a variety of topics,
_________________ and information selling is one of the hottest ways that you
can get super rich in regular mail order or on the Internet.
_________________ You can sell information on a variety of topics from health
_________________ information to wealth information, and everywhere in
_________________ between. All kinds of information is being packaged and
sold on the Internet for huge profits.
_________________
_________________ Even if you dont want to create and develop your own
_________________ informational products, there are a lot of companies that
you can find either on the Internet or off the Internet who
_________________ offer reprint rights packages for reports or information
_________________ products that are already written and that are high in
_________________ demand. You can purchase the rights to CDs that contain
reports and books you can reprint. So there are a lot of
ways to get information that you can turn around and sell

on the Internet. NOTES
The third way is selling advertising. Now, there are a lot of
Web-Sites that make money on the Internet only by selling _________________
advertising. They have no products that they have to ship _________________
or deliver, all they do is provide free content to the thou-
sands or, in some cases, millions of people who visit their _________________
Web-Site every day, week and month. If you look at _________________
yahoo.com, they have no product. All they do is list hun- _________________
dreds of thousands (maybe even millions) of places on the
Internet that you can go to. They get thousands and thou- _________________
sands of visitors every single day (probably millions of vis- _________________
itors every day). They actually charge $88,000 ( The last _________________
numbers I heard. It may be more now) for a tiny little ban-
ner ad on their home page. _________________
_________________
Eight-eight thousand dollars! Now, they make money with-
out having to ship any products. All they do is get people
_________________
who are willing to fork over $88,000. Im sure they have _________________
other advertising options but thats just one small ad on _________________
their home page. That, I believe, was for a two week ad at
the time that I saw that figure. So, $88,000 for two weeks! _________________
You can imagine what kind of companies can afford that! It _________________
would certainly not be you or me, in most cases! They _________________
make money selling advertising and you can do the same
thing. _________________
_________________
The main thing is to set up a Web-Site that delivers free _________________
content so that you can get thousands and thousands of
visitors. Once you have lots of visitors coming to your Web- _________________
Site every day, you can begin making an automatic income _________________
every single month just by selling advertising and getting _________________
that income coming in every month from people who want
to keep advertising to your customers. The key is to offer _________________
something that gets traffic to your Web-Site! _________________
The fourth way is affiliate programs and joint ventures. The
_________________
best part about affiliate programs and joint ventures is that _________________
you dont even have to have products yourself. An affiliate _________________
program is simply a distributorship. If you think of a simple
distributorship that is on the Internet that someone else
_________________
has established to let you help them sell their products. _________________
You put in a banner. In most cases, an affiliate banner on _________________
your Web-Site and then you direct your traffic to their site
and then they pay you a commission on every sale that is

NOTES made to your customer. There are lots and lots of affiliate
programs on the Internet that are free to join. So, if you
have a Web-Site that is already delivering content, you can
_________________ put any of these affiliate programs that are related to your
particular products that youre selling or your Web-Site,
_________________ and you can direct traffic to these other sites and theyll pay
_________________ you a commission.
_________________
Joint ventures are a little different. A joint venture is simply
_________________ where you arrange to work a deal with another company.
_________________ Maybe you email your offer to their opt-in list or they email
_________________ their offer to your list of customers. If youve got a hot email
list of customers and you see a product being offered that
_________________ you know that your customers would love, all you have to
_________________ do is arrange a deal so that you email that offer to your list
_________________ as a recommendation. When you email your customers
you say, Hey, I saw this great offer and I thought you might
_________________ be interested in taking a look at this. And then, of course,
_________________ you split the profits with the company that is selling that
_________________ product. These kind of deals are done every day on the
Internet and they are very profitable. You can make money,
_________________ too, just searching out other companies that have products
_________________ that your customers might enjoy or vice versa.
_________________ The fifth way is auto-responders. An auto-responder is
_________________ simply a device that automatically responds when a person
_________________ sends you an email. For example, if you ran an ad that
said, To get this valuable free report, simply send an email
_________________ to (your email address). And in the subject line they would
_________________ write, Free Report. Then, when they send that email the
_________________ auto-responder software knows and recognizes that sub-
ject line as free report and automatically responds by
_________________ delivering the free report to your customer. It is all done
_________________ instantly! So, auto-responders are a great way to make
_________________ money on the Internet.
_________________ The sixth way is specialty markets. This is a billion dollar
_________________ industry and one that can put loads of cash into your
_________________ pocket. Everything is becoming more specialized. We used
to have Life Magazine. It was a magazine just called,
_________________ LIFE and in fact, I think I read that they are just now finally
_________________ taking it out of circulation altogether. I think they were just
_________________ doing special issues every once in a while. But it was just
broad topic, LIFE that could cover lots of things!

Now youve got hundreds and hundreds of magazines that NOTES
will replace those kinds of general magazines that cater to
specific tiny niche markets. The same thing is true on the
Internet. People are desperately searching for specialty _________________
kinds of information. Special kinds of information that they _________________
want or need. If you can come up with a product or service
that fills that specialty market, whatever it may be, you can
_________________
make huge amounts of cash on the Internet by thinking _________________
smaller, not bigger. _________________
Last but not least, the seventh way is memberships. One _________________
of the great things about memberships is that they can _________________
earn you an ongoing commission every single time your _________________
members renew. You could have a monthly, you could
even have a weekly membership or, you can do yearly _________________
memberships. All you have to do is sell enough member- _________________
ships over a period of time and then you can live off the _________________
automatic income that the membership fees are bringing
you. Thats the nice thing about monthly memberships. _________________
Lets say you charge $20.00 a month for a specific money- _________________
making club that you started. If you get 1,000 members, _________________
that would be $20,000 a month in automatic membership
fees. _________________
_________________
These people know they are being billed every month, they
expect it, they dont mind, and you dont have to send them _________________
an offer that re-sells them and convinces them to fork over _________________
another $20.00. It is just an automatic income that comes _________________
every month, assuming you are providing a valuable serv-
ice through that membership, those customers that are
_________________
members will be glad to keep paying you their membership _________________
fees every single month and you can make huge commis- _________________
sions.
_________________
So, that is it! Thats the seven ways! I have gone a little _________________
long here but I had a lot to cover. If you are interested in _________________
expanding on any of these, you are certainly welcome to
call any of the people or write to any of the members of this _________________
panel and ask them for information on our program. It is _________________
called, Seven Of The Hottest Ways To Get Rich On The _________________
Internet. Like I said, this was a brief synopsis of each of
those ways because I felt it was important for you to have _________________
them. But, on that particular program, I think it is six or _________________
eight audio tapes, we spend a great deal of time going over
each of these in depth. Does anybody have anything they

NOTES would like to add to any of these methods, or talk about?
T. J. ROHLEDER
_________________
Chris, I would like to thank you for bringing those seven up
_________________ again because those are seven of the hottest! They are so
_________________ hot that we did produce an entire program on each one. I
_________________ am glad that you brought that to the listeners attention
here. That was very smart!
_________________
_________________ ALAN BECHTOLD
_________________ I just wanted to add that the advertising avenue is proba-
_________________ bly going to be the slowest way to start generating cash
_________________ flow from a Web-Site, that you can imagine. It will be a lot
of work building the audience with the free content that will
_________________ generate decent ad revenues for you. However, that being
_________________ said, from my years of experience online and on the Inter-
_________________ net thats also the one way that youre going to generate
cash for years to come in an ongoing fashion once youve
_________________ reached that goal. It is worth the effort! I just want you to
_________________ go into it with your eyes open and realize that is one of the
_________________ ways. Probably, the other ways you mentioned, Chris, are
much faster ways to start generating cash and you can
_________________ always use those while you are building your advertising
_________________ revenue.
_________________
CHRIS LAKEY
_________________
_________________ Thats the great thing about advertising, is that you can sell
_________________ advertising whether your site is geared towards advertising
or not. If youve got products to sell and even if your prod-
_________________ ucts arent free that youre giving away, Although I do rec-
_________________ ommend that you give away free content. It is a very valu-
_________________ able part of your Web-Site and your Web marketing
presence as a whole. Regardless of whether you set your
_________________ site up specifically for the purpose of generating hits to sell
_________________ advertising, even if youre selling products, if youre getting
_________________ thousands of hits every day or every week, there is a group
of other Web-Sites out there that would love to have a ban-
_________________ ner ad that they would be happy to pay for on your Web-
_________________ Site. So, you can sell advertising on your site whether you
_________________ have actually set up your site just to sell advertising or
youre actually selling products. You can do that either way.

ALAN BECHTOLD NOTES
One of the quickest ways to capitalize on advertising on
your site is to work out your first ads when youre not sell- _________________
ing them yet, you havent created the market for them as _________________
much by getting the number of eyes coming in, but do it as
exchanges with other people that are putting an ad for your
_________________
site on their site and start bringing those eyes in. _________________
_________________
CHRIS LAKEY
_________________
Exactly. _________________
_________________
DON BICE
_________________
Thats right. I think thats even a better suggestion than any _________________
of the banner exchange programs. I know the banner
exchange programs are very popular and they work real
_________________
well for a lot of people. But I think what you just mentioned, _________________
Alan, where you go looking for people who you want to be _________________
associated with is a much more powerful way to build your
image and to build your advertising. In the beginning it is _________________
kind of hard to sell the space but you know you can find _________________
people that you want to be associated with and often work _________________
out some kind of trade arrangement where they will put an
advertisement for your site somewhere on their site, and _________________
you can do the same on yours for them. That really can _________________
boost you because you can become associated with peo- _________________
ple that you want to be associated with and with advertis-
ers who serve your customers rather than just random
_________________
advertisements. _________________
_________________
ALAN BECHTOLD
_________________
Well, I was just going to say, Don, that as a publisher the _________________
hardest thing to sell an advertisement to, or the hardest _________________
advertisers to bring in are when you have no advertisers.
_________________
T. J. ROHLEDER _________________
(Laughing) Yes, it is like being on the dance floor. Nobody
_________________
wants to be the first! _________________
_________________

NOTES ALAN BECHTOLD
Right. Until there is one, if you get one or two...we used to
_________________ do that at a newspaper I worked at. We would go across
the street and sell a two-page spread to the car dealer over
_________________ there and the guy would actually take that two-page spread
_________________ over to the guy across the street that competes with him
_________________ and then they would have both. They would sell the first
one dirt cheap!
_________________
_________________ DON BICE
_________________
In banking, a salesman used to print up samples with my
_________________ competitors ads on them. He would come in and try to sell
_________________ me something and then just casually lay out the samples
_________________ that my competitors had bought. Their favorite used to be
Bank of America. They would always show me the Bank of
_________________ America bags. Now, I knew Bank of America hadnt bought
_________________ that! But it was a powerful persuader!
_________________
T. J. ROHLEDER
_________________
_________________ Some successful restaurants have learned that they make
deals with these used car lots and they get these used car
_________________ lots to, at various times of the day when traffic is thick, take
_________________ and deliver about 25 cars to their parking lot. People drive
_________________ by and they see 25 cars in the parking lot and they stop in!
But if the parking lot was empty, nobody would be there!
_________________
_________________
Just as advertising takes a little time to build up sales lists,
_________________ I think one of the seven ways that Chris mentioned that we
_________________ did on the panel some time ago is the Internet auctions. I
_________________ am talking to people all over the country who are making
money in a matter of a few days by putting something up
_________________ on the auction sites. So, if you are looking for some fast
_________________ cash, I would say the Internet auctions fit the bill perfectly!
_________________
DON BICE
_________________
_________________ I think the president of eBay (Im sorry, I cant recall his
name.) said recently in an article...
_________________

His first name is Pierre.
_________________
DON BICE _________________
He estimated there were 23,000 people making their full- _________________
time income off of selling items on eBay. _________________
_________________
T. J. ROHLEDER
_________________
Hey, it is garage sales in cyber space, right? _________________
DON BICE _________________
_________________
Yup! _________________
ALAN BECHTOLD _________________
_________________
Yup!
_________________
T. J. ROHLEDER _________________
_________________
The cost to sell these items is so low and I happen to know
that most of the people that Eileen has bought from on _________________
these Internet auctions, they dont know a darn thing about _________________
business. I know that because it will take them eight weeks _________________
to ship something that Eileen bought! It comes all wrapped
up in some weird stuff, and anyway...these are people that _________________
dont understand any of the rules of business and yet they _________________
are still making money! _________________
ALAN BECHTOLD _________________
_________________
The beauty is, most cities have regulations on how many
garage sales you can hold in a year because they dont _________________
want you to run an open store out of your garage. _________________
_________________
T. J. ROHLEDER
_________________
Right. _________________
ALAN BECHTOLD
_________________
_________________
There is no such limit on eBay auctions.

NOTES DON BICE
Hey, you go one further - a lot of condominiums have
_________________ restrictions where you cant even have one garage sale!
_________________ T. J. ROHLEDER
_________________
_________________ You bet!
_________________ ALAN BECHTOLD

_________________
Exactly!
_________________
_________________ T. J. ROHLEDER
_________________
Well, heres a chance to turn trash into cash! Do it for a low
_________________ amount of money and even people with zero business
_________________ brains at all are out there making excellent money. I mean,
_________________ people who dont even have a clue as to what customer
service means. I guess theyve never spent one minute of
_________________ their entire existence ever thinking about what does cus-
_________________ tomer service mean, and yet these people are out there
_________________ making a ton of money. That just shows anybody thats got
a little business savvy, theres your tip right there that could
_________________ make you thousands a week! So, Chris, I am glad that you
_________________ shared that.
_________________
CHRIS LAKEY
_________________
_________________ Sure.
_________________ T. J. ROHLEDER
_________________
_________________ Well, weve got about a minute left to go here. Does any-
body have anything to add?
_________________
_________________ DON BICE
_________________ I would like to comment about this think small, the small
_________________ markets. I think that kind of gets lost in the shuffle, but
_________________ everybody is looking for thousands and millions of cus-
tomers and how to think big. I really think there is a lot of
_________________ money in thinking small and focusing in on the specialized
_________________ niche markets and just selling one or two items. There is
no law that says you have to stop with one market. I always
thought it was better to have ten sites making $1,000.00 a

month than one site that made $10,000.00 a month. You NOTES
are more stable in business and there are more opportuni-
ties for growth. So, dont overlook thinking small!
_________________
T. J. ROHLEDER _________________
Hey! Thats a great place to end this tape. It has been a _________________
powerful tape! Get rich by thinking small! Get rich by think- _________________
ing small, what an interesting concept! Now, go to the last _________________
tape of this series and well have even more powerful ideas
for getting rich on the Internet. _________________
_________________
T. J. ROHLEDER _________________
Okay, now it is time for one of my best strategies. Im going _________________
to show the listeners how two hours a day can help you _________________
make $20,000.00 a week. Now, $20,000.00 a week
sounds like an awful lot of money to someone whos never
_________________
even made $2,000.00 a week. But, I promise you, the more _________________
money you make the more money you start seeing as pos- _________________
sible that you can make! So pretty soon, when youre mak-
ing $2,000.00 a week, then it is pretty easy to start seeing _________________
yourself making $5,000.00 a week. And, when youre mak- _________________
ing $5,000.00 a week, then you can see $10,000.00 a _________________
week. When youre making $10,000.00 or $15,000.00,
then youll start seeing that it is possible! I am here to tell _________________
you that it is possible to make $20,000.00 a week on the _________________
Internet. I am going to give a little simple system here that _________________
can make you a lot of money IF you follow it!
_________________
Listen, I just want to say that writing powerful advertising _________________
copy is your strategy for bringing in up to a million dollars _________________
a year or more! Advertising copywriters have power and
they can use this power to make as much money as they _________________
want for the rest of their lives. Thats the potential that you _________________
have here! The good news is this: You can develop your _________________
copywriting skills and learn how to write million dollar copy.
Once you do that, these skills can make you whatever _________________
amount of money that you want! _________________
So heres how simple it can be. To make $20,000.00 a
_________________
week, all you have to do is sell 40 products at $500.00 _________________
apiece. Thats all you have to do! Thats less than seven _________________
products a day, Monday through Saturday. And, using this
simple strategy is the key to tapping into enormous wealth.

NOTES So you just have to learn how to write good copy! Here is
the two-hour-a-day formula, that if youll practice this two-
hour-a-day formula, I promise you can have the potential to
_________________ make $20,000.00 a week or maybe even $50,000.00 a
week! It is possible, believe me! The only reason I say it is
_________________ possible is because we are doing it right now! So, thats
_________________ how I know it is possible for you to do it too.
_________________
Number one, you have to spend two hours a day practic-
_________________ ing the art of writing powerful ad copy. Use this time to
_________________ study the successful ads of others and sort of turn it into a
_________________ hobby. Get out your scissors, start clipping the ads from
different magazines that reach the market that you want to
_________________ sell to, try keeping a journal of the best sales messages,
_________________ the best headlines, the best sub-heads, and even the best
_________________ sentences that you find out there. And then, practice writ-
ing some headlines of your own. Remember, you are
_________________ doing this as just a hobby. So, you can practice even if you
_________________ dont have a product or service to sell. It doesnt matter!
_________________ You can still practice!
_________________ Remember, this is just a hobby that youre doing for two
_________________ hours a day. My suggestion, get up an hour early and then
go to bed an hour later than you normally go to bed. Two
_________________ hours a day! Just for fun, you start trying to create what you
_________________ think is the perfect ad or sales letter. You dont need an
_________________ actual product or service. All you have to do is ask your-
self, what would the product or service have? If I had the
_________________ perfect product or service, what would it be? Or, how would
_________________ I sell it? Then, just write the sales material to sell it. Just do
_________________ it for fun so you dont have that pressure on you all the
time. Then, take this sales material that youve created and
_________________ all of this huge swipe file that youve got, and find ways to
_________________ adapt it in an actual product or service. As you fine tune it
_________________ and test it, you can make tremendous amounts of money
with this!
_________________
_________________ Now here is the thing I want to share with you. Two hours
_________________ every day can add up and if you just make this part of your
regular schedule and you do it religiously, each year you
_________________ are going to invest over 700 hours developing these skills.
_________________ Thats what these things are, they are skills. It takes skill to
_________________ do this kind of stuff! Anybody can do it, but think about it,
just two hours a day. Thats almost like working 18 different
40 hour work weeks every year, and all you have to do is

just invest a couple hours a day. If you keep it fun and get NOTES
started now, I know that a year from now youre going to be
in the position to transform your entire life and business!
_________________
So, with that said, I would like to hear what our panel has _________________
to say about this because I know that each one of our
panel members are developing their skills to become bet- _________________
ter advertisers and better marketers and better copywrit- _________________
ers. Who can share something here that might help the lis- _________________
tener to start practicing this now?
_________________
Well, T. J., I just say that two hours a day is perfect. You did
_________________
a great job explaining how the benefits will pile up. But if _________________
that sounds too much for some of the listeners, I would say _________________
start with one hour a day because then you could build to
an hour and a half and then to two hours. Even one hour a
_________________
day would be 350 hours a year and youll be amazed at _________________
what you can accomplish! _________________
T. J. ROHLEDER _________________
_________________
Yes, thats still like nine weeks. Nine full 40 hour weeks, _________________
almost.
_________________
ALAN BECHTOLD _________________
That is an important point that Russ made, too, because _________________
the idea is to tailor it to what time frame you can comfort- _________________
ably work within so you will do it. I love what you said, T. J., _________________
it is a hobby. Enjoy it! Look at it in the right time frame. You
are not working these two hours a day, or one hour a day, _________________
or the comfortable time frame you can. You are learning _________________
and you are enjoying the learning process and constantly _________________
picture in your mind, while you are learning, that incredible
goal.
_________________
_________________
DON BICE _________________
I tell you what, every copywriter I have ever known thor- _________________
oughly enjoyed the time that they were writing. It is a thrill, _________________
there is an excitement, and when you get the product then _________________
you can be so proud of it and lets send it out and test it,
you know?

NOTES TED CIUBA
I can understand people not regarding themselves as a
_________________ copywriter. I look at it a little differently. It will be interesting
to see whether you guys agree with me or not. I dont know
_________________ anyone who has had any success in this business who is
_________________ not a copywriter. They may not call themselves a copy-
_________________ writer, but theyre a copywriter. They know good copy!
They know how to improve copy! And, in most instances,
_________________ they write their own copy or at least a part of their own
_________________ copy! I dont think there is a member on this panel who
_________________ cant write excellent copy, although I think there are proba-
bly a couple that even label themselves as a copywriter. I
_________________ think everybody here, by necessity, has become a copy-
_________________ writer for their own product and I think being a copywriter
_________________ means you can sell your own product. I think it is very
important! It is fun and it is a hobby, but I think it is
_________________ absolutely the foundation of making money in this busi-
_________________ ness.
_________________
T. J. ROHLEDER
_________________
_________________ Well, you are right, Don. Copy is the oxygen of a direct
_________________ marketing business. And, although were talking about the
Internet here, it is still direct marketing on the Internet. I like
_________________ what you said about a lot of people do it because they are
_________________ sort of forced to. Well, a lot of ambitious people out there
_________________ that want to get rich and Im talking about people that want
to make $20,000.00 to $50,000.00 a week, a lot of them if
_________________ not most of us, were forced into self-employment! Weve
_________________ got no choice! Whos going to pay us $20,000.00 to
_________________ $50,000.00 a week? Where can you find those jobs? Were
forced into self-employment!
_________________
_________________ TED CIUBA
_________________ That is for sure! Along these same lines, T. J., you were
_________________ talking about it of course and every copywriter does but,
_________________ having what we call a swipe file or an idea file. It is just an
incredible source and stimulant but it never ends. I know
_________________ that several of us on this panel, you included, are offering
_________________ a course called, Encyclopedia of Internet Promotions or
_________________ whatever it is. I know its got tons of sales letters which are
loaded with headlines, closes, bullets, sub-heads, and its
got tons of one-page ads too. I went to write a one-page ad

the other day and thats the book that I pulled off the shelf NOTES
and I photocopied those 21 page ads or 31 page ads that
I saw as the most effective. I just went and wrote mine, just
copying. Thats why they call it copywriter, right? _________________
_________________
T. J. ROHLEDER
_________________
Right. Right. _________________
_________________
ALAN BECHTOLD
_________________
It adds a whole new dimension to that term, doesnt it? _________________
T. J. ROHLEDER & TED CIUBA _________________
_________________
(Laughing) _________________
_________________
Let me say this, though, that I have been keeping swipe
files for over 20 years and I have boxes and boxes and
_________________
boxes and you can overdo a good thing! A couple of years _________________
ago I started to put key headlines, opening pages of a _________________
sales letters, sub-headlines, and also key sentences and
paragraphs into various books. At my office we have a bel-
_________________
low binder so I can put 200 pages and have someone bind _________________
it for me in ten minutes or two minutes. Ive found I get _________________
more out of that day-to-day than to try to search through 25
boxes. So, sometimes it is good to have these journals or, _________________
in the case of the course that we did for the Internet, The _________________
Encyclopedia Course you have it all in two huge volumes. _________________
TED CIUBA _________________
_________________
Exactly. _________________
ALAN BECHTOLD _________________
_________________
I wanted to give you a real quick tip, too, to the listener. To
avoid actual copying, I just made that joke about copywrit- _________________
ing, but you dont want to actually cold copy anybodys ads _________________
or anybodys sales letters. If you study that swipe file, if you _________________
read through it in your leisure time, if you look over it and
study it, then start your letter, start your copy that youre
_________________
writing without actually pulling out pieces of it, youll find
you are absorbing what works. Youll know what hits you!

Well, yes. Thats true. Thats true. But for years I was like
_________________ Russ. Weve got two rooms down here in the basement,
where we have the studio set up, that are just filled with
_________________ what some people call junk mail. I, of course, dont call it
_________________ that! I call it my play rooms, but for years I had so much of
_________________ it I wasnt using it. Ive found now the best time to use these
swipe files is when you are actually involved in the final
_________________ editing stages of a campaign. At least the way we put sales
_________________ letters together, towards the very end when were doing the
_________________ final re-writing and looking for ways to improve these let-
ters, thats when we pull out these massive amounts of
_________________ swipe files and we start studying. Then, not only do we
_________________ study, but it gives us a perfect opportunity to actually use
_________________ immediately some of these techniques, methods, strate-
gies, and ideas that other people are using. So, that is a
_________________ heck of a tip that took us 12 years to figure out and I hope
_________________ that some of the listeners will benefit from that tip and it
_________________ wont take you 12 years to figure that out! When you are
actually writing your sales material, thats the time for you
_________________ to pull out those swipe files and start swiping a little bit.
_________________ Without doing what Alan said, without plagiarizing.
_________________
DON BICE
_________________
_________________ T. J., you said the magic word. You said, rewriting. Ill
_________________ speak for myself, when I started writing copy I just thought
you had to sit down and write it and it all came out and it
_________________ was just wonderful. Youd go through and have to proof-
_________________ read it or make some spelling changes and grammatical
_________________ changes, maybe, but you just wrote it. Thats really not the
case. The more copy Ive written, the more I realize the
_________________ creativity is in the re-writing. I cant speak for the rest of you
_________________ because Ive never watched you write but I write and re-
_________________ write, and write and re-write, and my sales letters (I dont
for manual content, that just flows) where every word is
_________________ supposed to do something, it takes me weeks to do a good
_________________ sales letter.
_________________ I know I am slow and it is for myself and so I probably put
_________________ more in than other people would put for a client, but I would
_________________ write a draft and then a few days later Id go back and re-
write it and change the headline maybe a dozen or two
dozen times after Ive settled on my headline. That is

where the craft key is for me, maybe not for the rest of you NOTES
guys but I just re-do it and re-do it and re-do it. When I take
it to the printer Im probably looking at it and saying, You
know, maybe I should re-do this one more time! I could add _________________
this here and that would be better there. It is never really _________________
finished! I finally just decide to go with it!
_________________
Don, even though it might take you a few weeks, youve _________________
got the potential to make hundreds of thousands or even _________________
millions of dollars for something that took you a few weeks.
_________________
TED CIUBA _________________
Believe me, best selling authors (except for maybe
_________________
Stephen King and a few like that) are not making the _________________
money copywriters make. _________________
DON BICE _________________
_________________
Do you guys play with your copy that much or am I an _________________
extreme?
_________________
TED CIUBA _________________
I play with it extensively.
_________________
_________________
DON BICE _________________
Yeah, okay. _________________
_________________
I play with it, but some detachment is also good. I wrote an _________________
ad for a client that went into income opportunities. It cost _________________
them $3,200.00 to run it and he took in $54,000.00. I am
not so sure I would have done as well because a little _________________
detachment...sometimes you can play with it too much! _________________
Where, if you are doing it for someone else, you may not _________________
play as much.
_________________
DON BICE _________________
_________________
Thats why I send my letter to you to comment on! (Laugh-
ing) _________________

NOTES ALAN BECHTOLD
Thats a great point though, Don, right there! Dont hesitate
_________________ to pass that copy youve written to someone, preferably not
a loved one or a family member, maybe a neighbor, maybe
_________________ someone at work and have them read it and comment on
_________________ what they didnt understand, or what wasnt clear, or what
_________________ affect or impact it had on them. The only reason I say a
loved one, it matters if they really understand the business
_________________ and what you want. Most loved ones and friends, close
_________________ friends and family, will say, Oh, thats great. They think
_________________ thats what you want to hear! What you want to do is have
someone read it and point out to you, Well, I dont under-
_________________ stand what you said in this sentence. Or, This didnt make
_________________ sense. Or, Wow! That was hot! and you know they
_________________ meant it.
_________________ T. J. ROHLEDER
_________________
_________________ Well, Alan, thats a great, great tip that you gave there. I
hope the listeners wrote that down. Now lets hear another
_________________ one of your tips because it is your turn to share one of your
_________________ best Internet secrets with us.
_________________
ALAN BECHTOLD
_________________
_________________ Okay, T. J. Ive got twelve easy steps to catapult any con-
sulting or service oriented business into immediate prof-
_________________ itability and grow it quickly to a roaring success. One of the
_________________ most profitable businesses you can get into is consulting or
_________________ service oriented businesses. Particularly when its a busi-
ness that you can expand upon by adding others who pro-
_________________ vide that consulting and service because there are only so
_________________ many hours a day that you can do it. Of course, most con-
_________________ sultants start with selling their own time. The biggest prob-
lem is the chicken and the egg. It is usually tough to get
_________________ any clients until youve had some clients. Most clients are
_________________ going to ask you, Well, what other clients do you have?
_________________
You need some testimonials to what youve done for clients
_________________ to really help pull in more clients. One of the most popular
_________________ ways to build a consulting service or a service oriented
_________________ business, is to give away your services to a few visible
clients. Pick ones that are going to bring in more clients for
you. Thanks to the Internet and my 12 easy steps you dont

necessarily have to give away your services anymore to NOTES
get started fast and grow quickly. I want to point out this
technique can work well for other types of businesses, too,
but it is tailor made for consulting and service oriented _________________
businesses. _________________
I am talking about using Internet auctions to get your con- _________________
sulting or service oriented business started. We just got _________________
done talking about many people are using Internet auc- _________________
tions to sell products, make a full-time living, and theyre
making a full-time living selling goods and items, antiques _________________
and collectibles, and that type of thing. A lot of people dont _________________
think about auctioning services. They are starting to do it. _________________
There are a couple of auction sites out there now that
focus just on auctioning off services, but most of them dont _________________
do it yet. They arent really turned onto this and there is a _________________
real tricky point to this when I get to it here. _________________
1) You want to determine the area or areas within your con- _________________
sulting service business that you want to build up quickly. _________________
This could just be the whole business; it could be that
youre already going but you want to add a new line. _________________
_________________
2) Develop a package around that service that you can _________________
place a value on. This can be either a bundle of your hours,
a specific set of services, or perhaps an unlimited number _________________
of hours at a reduced price, i.e. Normally I charge $100.00 _________________
an hour. You bid on how much youll pay me for unlimited _________________
time. The best thing I recommend is to set up a specific
set of services or a bundle of hours. Ten hours of my _________________
time. Or, Five hours of my time. Or, a specific service. _________________
3) Write a brief descriptive paragraph or two about your _________________
qualifications to provide this quality of service. This is _________________
where you build-up your past accomplishments and what _________________
have you, not mentioning of course that you may not have
any clients yet.
_________________
_________________
4) Optional. This is optional but very useful and powerful. _________________
Scan a photo of yourself or take one with a digital camera.
Kinkos will do this for you. They will scan a photo for you. _________________
_________________
5) If you do that, you can get the scanned photo and use
some software like Auction Assistance or rent or use some
_________________
space that you may already have rented on a Web server
somewhere to store that photo and then you can add that

NOTES photo to your auction item when you put it up. A photo
adds tremendous value, particularly in consulting or serv-
ice oriented businesses where what you are selling is you.
_________________
6) Even without a photo (if you dont have one) go ahead
_________________ and build your auction now. You are adding in a specific
_________________ bundle of hours, describing it lucratively. Youve got your
_________________ specialty, your qualifications for offering this service, and
the bundle.
_________________
_________________ 7) Set a price for that bundle or package or number of
hours. Set it the lowest possible price you could do it for.
_________________ Remember, you are wanting to give your business a jump
_________________ start and most people starting a business this way have to
_________________ give away their service to get started. So, go as low as you
can and set that as the starting bid price.
_________________
_________________ 8)Do not set a reserve price! People do set reserves,
_________________ (thats kind of like a hidden lowest price Ill accept) and set
the price below that. Personally, as a bidder, I hate
_________________ reserves! I hate bidding on something and finding out that
_________________ even though I am the highest bidder I dont get it anyway.
_________________ Remember, you are starting at zero. If you can get away
with it, you are willing to take some free clients. Start your
_________________ price at zero with no reserve and play up the fact that you
_________________ have no reserve. Remember, the goal here is you want to
_________________ generate new business right off the bat!
_________________ 9) Now, once the auction is over, youve got a client. Who-
_________________ ever wins the bid, of course, you just got your first client.
_________________ 10) Here is the tricky part! Be sure and grab the email
_________________ addresses of everyone who bid and respond to them and
_________________ make them a special offer for your services that they cant
refuse. Remember, these are people who were interested
_________________ enough in your service or your consulting services to at
_________________ least bid and make an offer. So even though they lost, go
_________________ back and make them winners!
_________________ 11) Now, as you grow you can keep doing new auctions if
_________________ you wish to continue to build your business. Gradually
increasing that low as possible price youll accept, based
_________________ upon clients youve served.
_________________
12) If you want to do it all yourself, you could call my good
friend, Chuck Strinz at Winfall Auction Service. His phone

number is 651-686-0041 and set him up to do all of your NOTES
auctioning for you so that you can concentrate on your
service business. Although you can also do it all yourself,
following these steps. _________________
_________________
Thats it in a nutshell. You can also use this, of course, to
generate sales for about any business. _________________
_________________
T. J. ROHLEDER _________________
Well, Alan, thats a real what they call out of the box idea, _________________
isnt it? _________________
ALAN BECHTOLD _________________
_________________
Thats what youve got to do in the Internet age is, think out _________________
of the box. The wonderful thing about the technology of the
Internet is it gives you so many tools and so many ways to _________________
look at these things and come up with an idea that no one _________________
is yet doing. This is thinking out of the box. It is working real _________________
well for the very few people that are doing it and it is prob-
ably because there are so few people doing it. It is a very _________________
powerful way to market your services! _________________
The one thing I wanted to stress is, for example, if your
_________________
consulting or service business is centered around a geo- _________________
graphic area thats okay too. One of the powerful things _________________
Ive seen on eBay lately is they do have the ability to look
up auctions by region. You can actually pinpoint a region _________________
that you will serve with your auction item. _________________
_________________
CHRIS LAKEY
_________________
One thing that came to mind with me is that if you were to _________________
have a Web-Site that actually listed the retail price that you _________________
normally charge for your service, then when youre auc-
tioning that off you can actually say, Click here to go to my _________________
Web-Site and see that I really do normally charge this _________________
price, but by winning my auction you can get it for less. _________________
ALAN BECHTOLD _________________
_________________
Oh, thats a great idea! In fact, this is a great way to pro-
mote your Web-Site business or services on your Web-Site
_________________
by offering them dirt cheap on an auction and people that
look might just go to your Web-Site and buy some other

NOTES service or other products you offer.
T. J. ROHLEDER
_________________
Yes, it is kind of like if you do it right it is sort of like what
_________________ Russ shared on that last tape. It is a way of building your
_________________ email list.
_________________
ALAN BECHTOLD
_________________
_________________ Exactly. Just remember, everybody who bids is someone
who took the time and made an offer.
_________________
_________________ T. J. ROHLEDER
_________________
You bet. You bet. I think that is so powerful!
_________________
_________________ ALAN BECHTOLD
_________________ I cant think of a better way to qualify a potential client that
_________________ you are then going to go back to after the auction. In fact,
_________________ the couple of people I know of that are using this technique
very successfully have reported to me that they actually
_________________ are doing more business with the people who lost because
_________________ they were relieved to find out that, Gosh, I can still get it.
_________________ There is no rule that says you cant later offer them the
same price as the top bid went for.
_________________
_________________ T. J. ROHLEDER
_________________
Yes. This is the thing that we talked about. We did a whole
_________________ program on making money with Internet auctions. One of
_________________ the key strategies there was the fact that people are just
_________________ losing many thousands of dollars by not going back to all
of the losers because they dont realize that those losers
_________________ are good quality prospects that they can go back to and do
_________________ more and more business with.
_________________
ALAN BECHTOLD
_________________
_________________ Precisely. Ive had a few sharp marketers that Ive run into
in my bidding on the online auctions who do follow-up with
_________________ the losers. They either offer similar products or say, Hey,
_________________ I see you lost on this one collectible but here is another one
that is different. I am getting ready to put it up. Would you
be willing to pay this much? and that kind of a deal.

CHRIS LAKEY NOTES
Alan, is there a particular category for these kinds of offers
or is it just mixed in whatever category that consulting _________________
seems to fit into? _________________
ALAN BECHTOLD _________________
_________________
A lot of them, in fact most auction services today, do offer _________________
like a Services category or a Business category. If not,
the other interesting thing to do is to make certain that you _________________
put it wherever it closely matches the service you are offer- _________________
ing and then maybe pay the extra price to have it be a fea- _________________
tured item, which Ive seen work very well because sud-
denly the category doesnt matter anymore. It is listed as a _________________
feature item. _________________
_________________
MARK NOLAN
_________________
It seems like also a business opportunity for someone to _________________
start an auction service with just these kinds of items,
doesnt it? _________________
_________________
ALAN BECHTOLD _________________
Right. I believe there is something similar at monster.com _________________
and some of these other guys are doing some similar _________________
things, but it is primarily job skills or jobs related like I will _________________
work for this amount, or I do this, or I want a job in this
area, or what have you. And, yes, there is a real business _________________
opportunity there to open up an auction site just for that. _________________
RUSS VON HOELSCHER
_________________
_________________
Monster.com does have a section (I was at it a couple of _________________
months ago) for independent consulting. In other words,
freelance consulting. There were only about four or five
_________________
people making that available but they do have it. _________________
_________________
T. J. ROHLEDER
_________________
Okay. Alan, I like the idea that you had about making sure _________________
that your picture is on there. Russ, I know you have some _________________
strong ideas about this. What about all of our listeners out
there that might be feeling like they dont want to put their

NOTES picture in any kind of advertising or they dont want to use
their picture on any Web-Sites. Russ, what do you say to
those people?
_________________
RUSS VON HOELSCHER
_________________
_________________ I would say they are making a mistake because a picture
_________________ personalizes the person, obviously, and I think that the
Internet should be more personalized. So when they see
_________________ your picture, and if you dont think you look that great, have
_________________ a picture of you and your wife or whatever. But I do think it
_________________ is a good idea because all of a sudden, instead of a com-
pany A & B Consulting or J & C Marketing you become
_________________ a real live human being.
_________________
_________________ T. J. ROHLEDER
_________________ You bet! Speaking of that, one of the pictures that were
_________________ using right now of Eileen (who is the president and CEO of
our company), we just printed up thousands of these
_________________ things, it was just a simple snapshot that wasnt taken in a
_________________ studio. Its not her all dressed up. She didnt even have her
_________________ hair all neat. It wasnt shot by any kind of a professional
photographer and, quite frankly, she is embarrassed to
_________________ look at it. But, on the back of the picture we have printed
_________________ out, in her handwriting, I just want you to know that Im a
_________________ real person, and thats what so many people are looking
for. They want that human connection. People do put their
_________________ pictures up but sometimes they make them too fancy and
_________________ stuff. People are just looking for a warm human connection
_________________ and I think that is just so valuable.
_________________ DON BICE
_________________
_________________ Particularly on the Internet. People have gotten the idea
that they put up this facade and it is distant from them. It is
_________________ business that happens out there somewhere and that is
_________________ one of the consumers big complaint about the Internet is,
_________________ they dont know who they are doing business with. To put
a picture on there to personalize it, it makes it real and
_________________ there is someone in their mind to visualize, to talk to. You
_________________ need to take it one step further and you need to include
_________________ your phone number. Absolutely must have your phone
number!

You bet.
_________________
DON BICE _________________
Many Internet sites dont and it is a mistake. Even if it is _________________
never used, the customer wants to feel, If I have a prob- _________________
lem..., If Im not satisfied..., If I dont understand some- _________________
thing, there is a person there I can talk to. Even though
they prefer communicating by email, they want to know _________________
there is a phone number where they can reach someone. _________________
_________________
ALAN BECHTOLD
_________________
Speaking from experience, I want to say that people who _________________
put up their phone number on a Web-Site ad, again, there
is this real hesitation because I am going to get harassed
_________________
by people or I am going to have problems or somebody is _________________
going to bother me. The bottom line is, very few people _________________
actually call that number. They just feel better that it is
there. Most of the people that youll run into or do business _________________
with on the Internet really will prefer to reach you by email _________________
because it is more convenient for them, as long as you _________________
answer quickly. If you dont answer that email quickly then
theyll be calling! _________________
_________________
T. J. ROHLEDER _________________
Alan, you did such a powerful job of explaining this and I _________________
hope you opened up the listeners eyes about this. Thats _________________
what I hope weve done in this entire program. I sincerely _________________
hope that we have opened up your eyes and shown you
the exact step-by-step, crystal clear formulas and strate- _________________
gies that you need to get out there and change your life. _________________
Start making some serious money! Youll find out a few _________________
years later, youll say, My goodness! Why did I make this
so difficult? _________________
_________________
With that in mind, weve got about 13 minutes left to go on
this program. Starting with you, Alan, and then maybe
_________________
going through each of our panel members alphabetically, _________________
could you just take a minute to somehow express one or _________________
two key points on how the listener can best benefit from
this program? Or, tips on getting started. Or, just something

NOTES that can really help the listener make some solid money
with the secrets that weve given them.
_________________ ALAN BECHTOLD

_________________ Okay, and this is really important so listen up folks! This
_________________ comes from my years of experience dealing with literally
_________________ thousands of clients and seeing what really holds people
up. Youre going to listen to all of this, youve been taking
_________________ notes, and it all sounds like a whole lot of work, doesnt it?
_________________ I want to just stress the one thing that Ive found that really
_________________ makes it clear for most people, this is fun! This is a whole
bunch of fun!
_________________
_________________ There is work, there is work climbing up the slipper slide to
go down the slide, right? Remember back in grade school?
_________________ Well, when you get to the top of the slide, and you go
_________________ down, you realize it was worth the work of climbing that
_________________ ladder. You go back and thats why we work late into the
night because the end result of the work we are doing is so
_________________ much fun! There is nothing in the world that beats that FAX
_________________ machine kicking out orders left and right, or that email com-
_________________ ing to you. You open up your email in the morning and
there are 15 orders waiting for you. Or, you check your
_________________ bank balance and find out that $5,000.00 was electroni-
_________________ cally transferred overnight. It is fun! It is a ball! I just want
_________________ to stress that! All the work you are doing is climbing the
ladder to go down the slide and it is a blast!
_________________
_________________ DON BICE
_________________
I agree, Alan. You couldnt have put it in better terms! Long
_________________ hours? Yes. But enjoy every minute of it. I think one of the
_________________ things to keep in mind is, dont wait for a million dollar idea.
_________________ You dont have to have the idea to end all ideas. You need
to get started! You need to take the first step! You need to
_________________ get a site. You need to get up and running because there
_________________ is a learning curve.
_________________ There is a learning curve on anything and a learning curve
_________________ doesnt have to be unpleasant. It can be a lot of fun and it
_________________ can be an adventure. So, with that attitude just get started!
There is a lot to learn and none of it is difficult. You can
_________________ enjoy the process and you can profit as you learn.

You may not start out setting the world on fire, but then NOTES
again, you may! So, take the step, get your site, and then
all the pieces start falling into place. Like I say, it doesnt
have to be a million dollar idea. It just needs to be an idea _________________
to get started and once youre in the marketplace and once _________________
youre playing, the ideas will start to come and the prof-
itability of them will grow. Then, youll be in the unique posi-
_________________
tion of saying, Which of these ideas do I want to pursue? _________________
not, How do I get an idea to get started? So, thats my _________________
best suggestion.
_________________
TED CIUBA _________________
_________________
My idea, Don, is going to really echo yours because I see
it again and again. Basically, youve got to prepare, youve _________________
got to do something, and youre doing it. You just bought a _________________
tape program, youve listened to it, youve made notes, _________________
maybe youve listened to some of the tapes again, and
youre ready! Dont get caught in the paralysis of analysis! _________________
Thats what a lot of people do...they get into that loop. _________________
There are always questions: What about this? What about _________________
that?
_________________
You are ready! Now it is time to take action! One of the _________________
things I tell people and it has become a trademark, Ready.
Fire. Aim. There will always more to prepare and more to _________________
get corrected. Riches are a result. Okay? Riches are a _________________
result, which means, if you dont do anything to cause _________________
them, they wont happen. I am going to end with a quote
that I have taken out of a book called You 2 (Squared). It
_________________
is by Price Pritchard. I recommend the whole book heart- _________________
edly. Here is what he says, Pursuit is what makes the dif- _________________
ference. Reaching for what you want alters the odds imme-
diately and drastically of getting it. So go get it!
_________________
_________________
Good advice, Ted. I think the listener must realize that the _________________
people who are getting rich in direct response marketing _________________
and on the Internet are not better than they are. They are _________________
not smarter than you are, the listener. Chances are that
many listeners are just as smart or even smarter (I dont _________________
think it would take a whole lot) than anyone on this panel. _________________
That certainly goes for me! So whats the difference
between the achievers and those who dont achieve? It

NOTES really starts by taking action!
Those of us on the panel and other achievers, were just

_________________ willing to get up and do something even if they dont have
all the answers because youll never have all the answers,
_________________ even if you live to be 100 years old. There are so many
_________________ things you will never, never know. But achievers are believ-
_________________ ers and they start by believing in themselves. So if you can
believe it, you really can achieve it! You must start, you
_________________ must take action, and then you can learn more as you
_________________ earn!
_________________
CHRIS LAKEY
_________________
_________________ The thing that seems to be a common theme here is, first
of all, I want to congratulate everybody that purchased this
_________________ program, as you are listening to this because you took a
_________________ step that not very many people are willing to take. A lot of
_________________ people say they want to make money but when it comes to
investing and actually spending money to learn the
_________________ secrets, youll find that a lot of people wont do that. So,
_________________ congratulations for that!
_________________
I want to share some advice with you that was very helpful
_________________ to me when I first was getting started with Internet market-
_________________ ing and that is this: Dont wait for the perfect time to get
_________________ started, just get started! When I first set out to build a Web-
Site and to design a Web-Site, someone told me (I cant
_________________ even remember off the top of my head who it was) this
_________________ recurring theme, Just put something up there and figure it
_________________ out as you go. That is the advice I would like to give you.
Whether it is actually building a Web-Site or just using
_________________ some of these Internet marketing techniques, just get out
_________________ there and start! Youll figure it out as you go and youll
_________________ learn. Youll make some mistakes but thats the only way
you are going to achieve the results that you are looking
_________________ for. Just get out there and get started. Thats what I want to
_________________ encourage everybody to do!
_________________
T. J. ROHLEDER
_________________
_________________ Okay. I thank all of the listeners for investing in this pro-
gram and hope youll go back and play it again and again.
_________________ I just want to share something with you. Two quick ideas.
The first idea comes from the richest man that Eileen and

I have ever met. According to his son, he was worth 60 mil- NOTES
lion dollars and I dont doubt it one bit. (Although, he had a
privately owned company so his net worth was a little hard
to figure.) But, this is the richest man Eileen and I ever met. _________________
He told us something that well never forget and now we _________________
want to share it with you. He said, There are two kinds of
people in this world. There are the sheep and the sheep
_________________
herders. That has always left an impression on me and _________________
the question is: Which are you? It is something for you to _________________
decide right now! Are you going to be a sheep or are you
going to be a sheep herder? Again, I think that is some-
_________________
thing that you should think about because like Russ said, _________________
the difference between the two is minimal. The most suc- _________________
cessful, richest people in the world are not any better than
you, they are not any smarter than you, they are just peo- _________________
ple that went out there and did it! _________________
_________________
The second idea I want to leave you with is that it is your
attitude that will determine your altitude. The reason this is _________________
so important - now listen to this carefully! Most people have _________________
the wrong attitude when they start something new and _________________
because of this, they are defeated before they even begin.
So, you have to have a great attitude, youve got to believe _________________
that you can do it, and if you have that kind of attitude your _________________
attitude will determine your eventual altitude. _________________
Weve got about five more minutes on this program. Does _________________
anybody have anything else to add to this to really help the _________________
listener to get out there and make some changes that are
going to turn things around for them?
_________________
_________________
TED CIUBA _________________
One of the things that I have found that makes a big differ- _________________
ence is, just taking the simplest step in the world. And, to _________________
make that even simpler is to make it an appoint foot. It _________________
could be a decision on, Im going to be a copywriter. Or,
I am going to start. (like you were talking about earlier). It _________________
can be, I am going to start tomorrow. At 9:30 in the _________________
evening, I have an appointment with that chair. It can be _________________
reading an ad. It can be anything. You have made that first
step and you are in motion! _________________
_________________
T. J. ROHLEDER

NOTES Right. I think that is powerful! And, for people to realize
how simple making money is. You know, every business in
the world is in business just to simply do two things. 1)
_________________ Youve got to satisfy your customer. And, 2) Youve got to
make a profit. With all of the techniques that weve given
_________________ you on this program, I hope youll realize how simple (not
_________________ easy) but how simple it can be to satisfy your customers
_________________ and make a profit.
_________________ DON BICE
_________________
_________________ I have another sheep analogy for you. (Laughing)
_________________ T. J. ROHLEDER
_________________
All right. (Laughing)
_________________
_________________ DON BICE
_________________
A very successful man I know was telling me how you need
_________________ to price your products fairly, or your services fairly, but you
_________________ dont gouge and you dont cheat them. And he said,
_________________ Remember, you can shear a sheep every year but you
can only skin them once.
_________________
_________________ T. J. ROHLEDER
_________________ (Laughing)
_________________
_________________ Good point!
_________________
_________________ DON BICE
_________________ It is good advice.
_________________
RUSS VON HOELSCHER
_________________
_________________ Very, very good!
_________________
ALAN BECHTOLD
_________________
_________________ Starting a new business is almost like exploring a cave
without a map. I see a lot of people sit down and try to map
their course ahead of time, focusing so much on the minu-

tia, the little tiny details, all along the way because theyre NOTES
afraid to make any misstep and theyre trying to figure out
all of the twists and turns that theyre going to encounter
along the way. There is no way to prepare for that! So _________________
many business books start right out telling you how to write _________________
a business plan. A business plan just gets you started and
they change after the first six months. Totally! I just want
_________________
you to understand that. You are better off to get started, _________________
just start walking and realize and be prepared to make _________________
some turns and twists along the way because that will dic-
tate how you move.
_________________
_________________
T. J. ROHLEDER _________________
Right. You bloom where you are planted and there is no _________________
perfect time to start. Right? _________________
_________________
ALAN BECHTOLD
_________________
Exactly! _________________
_________________
Earl Nightingale, a great motivational speaker, once said, _________________
Motivation is great, and well giving people a little bit of
that now. But he said, Motivation is a waste of time unless _________________
it is followed by movement. So, youve got to get yourself _________________
motivated. Read Think and Grow Rich and some other _________________
great books. Listen to these tapes. But then you must take
action! _________________
_________________
DON BICE _________________
Following with the cave analogy that you had, Alan, there _________________
is a way to prepare for a cave but it is only by doing the _________________
normal readiness. In other words, you have competence in
your footstep. You are wearing the right boots, youve got
_________________
your lights on, you have confidence in your teammates, _________________
you have good rope and thats the only preparation you _________________
can do. In other words, you like this, youve got the course,
youve got a direction and you go!
_________________
_________________
ALAN BECHTOLD _________________
Youve got the tool belt right now. Youve got the tools and

NOTES the flashlight. Head out!
T. J. ROHLEDER
_________________
Right. Now everyone listening to this program, you are the
_________________ architect of your dreams and of your life and of your future.
_________________ So, we have given you the blueprint in this program and
_________________ weve put it together for you. Now it is time for you to take
the little bits and pieces that you like the most and start put-
_________________ ting together your own blueprint because weve given you
_________________ so many different methods. The reason weve done that is
_________________ because some methods work better for other people. You
should start with something that excites you! Something
_________________ that you can see yourself doing now! Alan, I love what you
_________________ just said about the fact that there is no perfect time. Maybe
_________________ the perfect time was a couple of years ago, but the next
best time is today!
_________________
_________________ ALAN BECHTOLD
_________________ I still feel that the perfect time hasnt arrived yet. Especially
_________________ when you look at Internet time. When was it the perfect
_________________ time to start an automotive company during the birth of the
automobile? Was it when it first got started and all those
_________________ companies got started that are now gone? Or, was it after
_________________ it matured a bit? Now it is six of one and half a dozen of the
_________________ other. The difference between those two analogies is that
it doesnt cost anywhere near as much to get started on the
_________________ Internet, to get started marketing on the Internet as it does
_________________ to start an automotive company. But the bottom line is that
_________________ cost is not going to go up that drastically, not if you use the
techniques weve used.
_________________
_________________ T. J. ROHLEDER
_________________
Weve given a lot of them and we want to thank all of our
_________________ listeners here for investing in this program. Now, please do
_________________ yourself a big favor and study these ideas. Heres a little
_________________ quote from the 16th century that is even more true today.
Back in the 16th century someone said, Fortune favors the
_________________ bold. That is even more true today. So get out there and
_________________ be bold! Get started! Use these powerful methods and you
_________________ can get super rich on the World-Wide Internet!
Thank you very much.

NOTES
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101 More Ways To Get Even

Copyright 2000 M.O.R.E. Incorporated

101 MORE WAYS TO _________________

101 More Ways To Get Even

_________________ So, lets go in alphabetical order starting with you, Alan.

101 More Ways To Get Even

101 More Ways To Get Even

_________________ TED CIUBA

101 More Ways To Get Even

101 More Ways To Get Even

101 More Ways To Get Even

101 More Ways To Get Even

_________________ I am so excited that youre here to join us on this program

101 More Ways To Get Even

101 More Ways To Get Even

_________________ ALAN BECHTOLD

_________________ How To Get $100,000 Worth Of Free Internet Consulting

101 More Ways To Get Even

101 More Ways To Get Even

101 More Ways To Get Even

101 More Ways To Get Even

_________________ ALAN BECHTOLD

_________________ ALAN BECHTOLD

101 More Ways To Get Even

101 More Ways To Get Even

_________________ Forgetting money altogether, lets wipe out that $100,000,

101 More Ways To Get Even

101 More Ways To Get Even

How do you get started? Well, you find several subjects

101 More Ways To Get Even

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101 More Ways To Get Even

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101 More Ways To Get Even

_________________ RUSS VON HOELSCHER

101 More Ways To Get Even

2) Make it very, very, very easy to contact you.

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101 More Ways To Get Even

ALAN BECHTOLD _________________

101 More Ways To Get Even

So, learning the secrets of writing great advertising copy

_________________ 1) They do everything possible to know every aspect of

101 More Ways To Get Even

101 More Ways To Get Even

101 More Ways To Get Even

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101 More Ways To Get Even

101 More Ways To Get Even