From: Bob Osgoodby - bob@adv-marketing.com
The Business Organ for the Small Business Community
Sponsor - Advanced Marketing at http://www.adv-marketing.com

** Featured Article – Two-Step Marketing - An Old Idea Come Full Circle By Dan B. Cauthron

** Stupid Quotes

** Trivia

** Biz-Tips by Dr. Kevin Nunley – Frequent Orders

** Brain Teaser

** Quote of the Day

** A Little Levity – Waiter Feedback

** Stress Tip by Dr. Rae Baum

** Health Tip of the Week – Early to Bed and Early to Rise

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Welcome

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                                                   Had Enough?

Take Back Your Health, Wealth, And Freedom. Start now. Contact Shannon today.
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4/4

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**Featured Article**

Two-Step Marketing - An Old Idea Come Full Circle
By Dan B. Cauthron

Whether out of necessity or perhaps wisdom, cost conscious mail order direct marketers of past decades did manage to develop and perfect a unique promotional method that, if applied correctly, still cuts a wide swath in today's market.

Using a two-step approach toward market contact, employing small classified advertisements as the vehicle, they learned to validate prospect interest at the front end, increase bottom line profit, and cut cost of sale to the bone by eliminating cold broadcast mailings and other fruitless marketing actions.

To this day, one can scan magazines, tabloids, and even local newspapers to see countless offers that are still being promoted with small two-step ads. Many of those tiny ads have been running without stop for years on end, while the foundation of the entire system lies with the ad itself.

A great two-step ad is carefully worded, with only two reasons to exist:

- to create interest or curiosity in the reader

- to prompt her toward taking an action.

That is the essence of step one in a two-step mail order promotion. The reader was typically promised "further details" or a "free report" in exchange for her postcard or letter sent to a designated postal address.

In his turn, the direct marketer would then exercise step two by returning an appropriate reply, again by postal mail. While it proved immensely profitable, the process was labor intensive and time consuming at its best.

Still today, even with the advent of Internet marketing technology, the underlying concept of two-step marketing has changed little. The singular difference is that the prospect is no longer required to mail a letter, or wait days or weeks to get the information she desires.

Instead, she can acquire that information immediately by sending a simple email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive. The opportunity for further action on her part (i.e. making a purchase) is presented immediately, while her interest is at peak level.

So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.

Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.

Rule 1 - Don't Try to Sell From a Small Ad

Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact the marketer for further information. Selling is not the issue at this point.

Rule 2 - Advertise Benefits and Solutions

Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.

Rule 3 - Convenient Contact

Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (ie. email auto responder, website URL, toll free telephone number.)

Rule 4 - Follow Up for the Sale

Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign. Email marketing by auto responder has infinitely streamlined the multiple follow up process, without adding any
appreciable amount to cost of sale.

Rule 5 - Test Several Ads and Track the Results

Two-step ads are traditionally small, often comprised of only three to five lines of text. Since each single word should be weighed and measured for effect, it's important to develop several different ads for any promotion, and to track the results from each ad. The pulling power of one ad will frequently outweigh all others by virtue of a few simple word changes.

Rule 6 - Consistent Placement of Ads

Small classified type ads do not carry the immediate credibility of a larger display ad, a webpage, or even an email solo advertisement. A typical reader may need to see the ad more than once in the same venue, before she feels comfortable in making a response. This writer's own campaign tracking has revealed the majority of response from two-step ads often comes after the second or third ad run in any particular venue. On the other hand, one time insertions have, more often that not, proved a financial loss.

The decades old concept of two-step marketing has evolved and meshed perfectly with today's electronic marketing technology. When used properly, it can pre-qualify prospects, generate high
value emailing lists, dramatically reduce cost per sale, and improve bottom line profit for small and large direct marketing companies alike.

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Get No Nonsense Information and Resources for Serious Internet Marketers FREE of Charge at:
http://DanBCauthron.com

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Stupid Quotes

"Sure, it's going to kill a lot of people, but they may be dying of something else anyway."

- Othal Brand, member of a Texas pesticide review board, on
  chlordane.

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 Trivia

The number of births that occur in India each year is higher then the entire population of Australia.

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Biz-Tips by Dr. Kevin Nunley

Frequent Orders

Typically you get the lion's share of your sales from people who just happen to have a deep interest in what you sell, live near your location, or have some emotional bond with you or your business.  That could be 20 percent of your customers or 2 percent.  Whatever the case, they account for a lot of your big orders and frequent orders.

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Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com

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Brain Teaser

You have two fuses (a fuse is something you burn to eventually set off an explosive), one which burns 1 hour and one which burns 2 hours. The fuses do not burn at a constant rate, so, for example, the last few inches of the first fuse could take 5 minutes or 55 minutes to burn. You have as many matches as you
want. With these fuses, you have to measure a time period of exactly 45 minutes. How do you do this?

Scroll down to find the solution to today’s riddle.

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Did You Know

    You can place a free ad for your business on our website.
        Go to - http://www.adv-marketing.com and click on
                  "Free Classified Advertising"

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Quote of the Day

"Learning is not attained by chance. It must be sought for with ardor and attended to with diligence. "

 - Abigail Adams, First Lady of U. S.

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Solution to Riddle

First light the fuse of one hour at both sides and
simultaneously light the fuse of two hours at one side. The
first fuse will be gone in 0.5 hours. At that time you light the
second end of the fuse of two hours. 1.5 hours remain on this
fuse. This fuse will now burn in exactly 45 minutes.

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A Little Humor

Waiter Feedback
=-=-=-=-=-=-=-=-=

The diner was furious when his steak arrived too rare. "Waiter," he barked, "didn't you hear me say 'well done'?

"I can't thank you enough, sir," replied the waiter.

"I hardly ever get a compliment."

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Part of my job as a public-health nurse is teaching new parents how to care for their infants. As I was demonstrating how to wrap a newborn, a young Asian couple turned to me and said, "You mean we should wrap the baby like an egg roll?"

Yes, I replied, that was a good analogy.

"I don't know how to make egg rolls," another mother said anxiously. "Can I wrap my baby like a burrito?"

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The kid was with Santa Claus. "I wanna have a train, a six-gun, an erector set, a chemistry set, a cowboy suit, a bicycle, a scooter, a catcher's mitt, a set of soldiers, a toy garage with cars and trucks and a heavy crane--"

"Okay," laughed Santa. "I'll look in the book and see if you were a good boy."

"Never mind looking in the book. I'll settle for a pair of roller skates."

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A little boy wanted $100 so badly that he prayed for two weeks. But nothing happened; so he decided to write God a letter asking for the money. When the postal authorities received the letter addressed to "GOD, USA", hey decided to send it to President Bush. George was so impressed, touched, and amused that he instructed his secretary to send the boy a $5 bill.

The little boy was delighted with the $5, and sat down to write a thank you note to God, which read; "Dear God, Thank you very much for sending me the money.

However, I noticed that for some reason you had it sent through Washington, DC, and as usual, those guys deducted $95."

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"The older I get, the faster I was."

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Stress Tip
by Dr. Rae Baum

You will find this "Stress Tip Message" helpful to stay focused and on purpose.  You can put this message to work by reading it often throughout the day.

The more you know, the better you do.  Get there, start now!

 - Dr. Rae

~ Need help with this "Weekly StressTip"?
Invest in yourself, contact The Baum Group
at http://www.YourStressMatters.com/contactus.htm

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You Know You're From a Small Town When...

You know what knee-high by the Fourth of July means.

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Health Tip of the Week
by Dr. Earl Mindell

Early to Bed and Early to Rise

Researchers from the University of Virginia have figured out a way to give mice jet lag—and they have found that in older mice, this reduces lifespan significantly. The researchers created schedules of light and dark to imitate those characteristic of international travel or rotating shifts, where sleeping and waking are disrupted and the internal circadian clock becomes confused. These crazy schedules were inflicted on both old and young mice—over 100 in all. They found that the old mice with jet lag died sooner than the mice of the same age who had fairly regular light-dark rhythmicity. The more often the mice had their light/dark schedules changed, the more of them died off. Young mice were able to weather the changes without an increase in mortality, however.

I've long propounded as regular a sleep-wake cycle as possible, and this appears to be increasingly important as we age. I suggest going to sleep soon after dark and rising with the sun; it's just what the body is designed for, and your health will suffer if you vary from that program too much. If you absolutely must do shift work or a lot of time zone-hopping travel, take extra care to use a complete supplement program (rich in antioxidants), eat a pristine whole-foods diet and get your exercise.

If you do travel a lot, try melatonin to quickly get you back onto a sleep schedule in your new time zone.

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To learn more about how Dr. Mindell can help you get into the best shape of your life, visit: http://freelife.com/Sites/keith/Redir.cfm?page=/info/nutrition/nutritionhome.cfm

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Best Wishes
Bob

Copyright – 2006

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