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 – Sales Letter Copy Secrets: How to Use Hidden Psychological Triggers & Sell More Products and Services Guaranteed by Yanik Silver

** Stupid Quotes

** Trivia

** Biz-Tips by Dr. Kevin Nunley – Colorful Postcard

** Brain Teaser

** Quote of the Day

** A Little Levity – Sweet Dreams

** Stress Tip by Dr. Rae Baum

** Health Tip of the Week – Did Eli Lilly Cover Up Zyprexa Side Effects?

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Welcome

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                                                   Had Enough?

Take Back Your Health, Wealth, And Freedom. Start now. Contact Shannon today.
mailto: s_hansen@lightfootassociates.net
4/4

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**Featured Article**

Sales Letter Copy Secrets: How to Use Hidden Psychological Triggers & Sell More Products and Services Guaranteed
By Yanik Silver
 
Do you remember the stupid beer commercial a few years back with the tagline "Why Ask Why?"
 
Well, completely unknown to the ad agency, they had almost stumbled onto a breakthrough marketing concept. Telling people the reason why you are doing something is one of the most powerful influencers of human behavior.
 
Robert Cialdini, Ph.D. in his book "Influence: The Psychology of Persuasion" talks about an experiment by Harvard social psychologist, Ellen Langer, that concluded people like to have a reason for what they do. Her experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead in line.
 
The first excuse used was "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" This request coupled with a reason was successful 94% of the time. However when the experimenter made a request only: "Excuse me, I have five pages. May I use the Xerox machine?" this request was only granted 60% of the time. A significant drop!
 
Okay now for the shocker.
 
It may seem like the difference between those two requests was the additional information of "because I'm in a rush."
 
That's not the case.
 
Because in a third experimenter, the experimenter asks "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" There's no reason mentioned or new information presented, just the words "because."
 
This time a full 93% of the people said yes simply due to the word 'BECAUSE'! And it didn't even matter that there was no reason given. Just the word because triggered a magic response.
 
More psychological 'triggers' that can massively increase your sales letter success, whether you're writing online sales copy or direct mail copy.
 
Max Sackheim, famous for the long-running ad "Do You Make These Mistakes In English" and originator of the book-of-the-month concept, says "Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You'll sell many more products this way."
 
Here are two examples:
 
• Instead of yelling 'SALE' like so many other stores would, John E. Powers, one of the top copywriters wrote this ad giving prospects a legitimate reason why they should spend their money at a Pittsburgh department store in severe financial trouble: "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall."  This ad was responsible for saving the store.
 
• Another ad written for a different merchant by Powers proclaimed, "We have a lot of rotten raincoats we want to get rid of." This sold out the merchant's entire inventory of raincoats by the next morning.
 
And this powerful sales letter and ad copy strategy works just as well today.
 
Using this secret weapon, I helped a medical equipment company produce a massive 1,073% return on investment simply using "reason-why" copy.
 
The premise was how we can sell a product for the incredibly low price of only $477. Regularly this product sells for about $695 - $895. Then the ad explained that the price was so low was because the manufacturer wanted to gain market share and get more nurses and doctors accustomed to using their product. It was a huge winner and a big moneymaker for the client.
 
Here's how can you apply emotional, psychological triggers to your sales letter copy:
 
Let's say you have a slow time of year and you want to increase your business during this period. Write a simple sales letter to your customers making a special offer, only good during your slow period.
 
Maybe you'll throw in extra free bonuses, extra services, or special discounts simply because it is your "slow time" and you need to pay your staff anyway.
 
Let people in "behind the scenes" at your company...
 
• Are you overstocked on merchandise because for some reason customers only want the deluxe widget - but you ordered tons of the basic one?
 
• Did you have a flood and you need to liquidate your inventory?
 
• Do you need to raise cash so you can pay for your nosejob?
 
Whatever the reason is, tell your prospects the truth.
 
For some reason everyone wants to be mysterious about their business. If you're lowering the price nobody thinks you're doing it just because you're "such a nice guy". So let people know the reason why.
 
I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why they'll respond with an open minds and more importantly, an open wallet.
 
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Leading Online Copywriting Expert, Yanik Silver has helped tens of thousands of companies just like yours create a surge of hot, new, qualified leads, sales appointments and customers with killer sales letter copy that actually sells. Now you can go to http://www.instantsalesletters.com & get 49 of Yanik's hardest-hitting, profit-generating sales letter templates guaranteed to help you quickly and easily create a sales letter guaranteed to sell your product or services.

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Stupid Quotes

"Reports are sketchy, but we have heard that in the first heart transplant operation in Belgium, both patient and donor are doing fine."

- Radio news announcer

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2 For 1 Meals

Free Diet Cookie
A Cookie and A Shake a Day
Makes the Weight Go Away.
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- 5/22

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 Trivia

A Jiffy is actually a unit of time for 1/100th of a second. Thus the saying, I'll be there in a jiffy.

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- 4/18

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Biz-Tips by Dr. Kevin Nunley

Colorful Postcard

A colorful postcard can scream "fun" and practically jump out of the stack of mail.

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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

To what question can you never answer "yes"?

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

"Words - so innocent and powerless as they are, as standing in a dictionary, how potent for good and evil they become in the hands of one who knows how to combine them."

 - Nathaniel Hawthorne , Author

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Solution to Riddle

Official Answer: Are you sleeping?
Others: Are you dead? What's the opposite of yes? Are you me?

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A Little Humor

Sweet Dreams
=-=-=-=-=-=-=

A priest said to a precocious six-year-old boy: "So your mother says your prayers for you each night. Very commendable.

What does she say?"

The little boy replied, "Thank God he's in bed!".
 
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It was Palm Sunday and, because of a sore throat, five-year-old Johnny stayed home from church with a sitter. When the family returned home, they were carrying several palm branches.

The boy asked what they were for. "People held them over Jesus' head as he walked by," his older brother explained.

"Wouldn't you know it," the boy fumed. "The one Sunday I don't go, He showed up!"
 
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A hot-headed golfer with a penchant for breaking clubs was playing one day when he came to the 16th hole, where he faced an approach shot across a ravine.

He said to his caddie, "What kind of distance do we have, son?"

The caddie replied, "About 135, sir."

"My 6 iron, please."

His caddie replied, "It's going to have to be either a 3 iron or 3 wood, sir. That's all that's left in the bag!"

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Put in charge of organizing my friend's baby shower, I decided to send out invitations via email. To let my husband know that he had baby-sitting duty that day, I entered his name on the "copy to" line.

Within minutes of sending the messages, I received an email back from my husband. He wrote, "Imagine my disappointment when I realized that your invitation wasn't sent only to me." He was referring to the "Subject" line of my message, which read, "Lunch and a shower."

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Infertility is hereditary

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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.

Take control by focusing on the method you use to make it easy for others to help you achieve your goal.

 - 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 it is traditional for the bride and groom to go bar hopping between the reception and wedding dance.

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Health Tip of the Week
by Dr. Earl Mindell

Did Eli Lilly Cover Up Zyprexa Side Effects?

It’s got to be a rough time to be in the pharmaceutical business. (Aside from all those piles and piles of money the industry continues to make.) Drug makers are increasingly burdened by bad press and lawsuits over drug side effects. Consumer awareness of the risks of prescription and OTC (over-the-counter) drugs is rising by the day, and drug makers are no longer able to get away with…well, murder.

In this story, executives from Eli Lilly stand accused of withholding needed information from physicians about two major adverse effects of antipsychotic drug Zyprexa: its tendency to cause users to gain weight (in some 30 percent of patients, weight gain of 22 to over 100 pounds occurs with this drug) and to develop one of the most dreaded sequelae of obesity: Type 2 diabetes. Experts claim that Zyprexa is more likely to cause these problems than other antipsychotics—a point that has been denied by Lilly.

Zyprexa is a drug used to treat schizophrenia and bipolar disorder—both diseases that usually require some kind of drug treatment, and that have biological causes. It has been Lilly’s top seller; in 2005, they netted $4.2 billion in sales, about 30 percent of the company’s revenues. The drug has been used off-label in patients with chronic pain, anorexia, obsessive-compulsive disorder, Tourette’s syndrome, and even autism. It’s a very dangerous drug, with side effects ranging from weight gain and Type 2 diabetes to tardive dyskinesia, an involuntary, debilitating, and disfiguring contraction of muscles in the face and/or body. Tardive dyskinesia is usually irreversible.

In 2005, the company was caught encouraging its drug representatives (in internal company documents) to promote off-label uses for Zyprexa, including its use to treat patients with mild dementia. A Lilly representative explained this by saying that older adults with mild dementia could actually have untreated schizophrenia—a comment that was dismissed as ludicrous by physicians due to the fact that the latter disease is almost always diagnosed in young adults. Drug companies are breaking the law when they promote off-label uses of a drug.

Late in 2005, lawyers went to The New York Times with internal Lilly documents that purportedly revealed that executives had made some effort to downplay the risk of weight gain and diabetes with this drug, keeping information on the subject from doctors. Lilly has denied any wrongdoing. They say the documents were taken out of context, and that there is no risk of diabetes or obesity with Zyprexa that exceeds the risk seen with other antipsychotics. Still, the company has agreed to pay $500 million to settle more than 18,000 claims from patients who say the drug gave them diabetes. Revenues from the drug have since fallen; its dangers newly recognized, it is now reserved for those who absolutely require it.

One of the best books I’ve read on the subject of modern psychiatry is Robert Whitaker’s Mad In America: Bad Science, Bad Medicine, and the Enduring Mistreatment of the Mentally Ill (Perseus Publishing, 2001). This is not a book about people with depression or anxiety, but with serious, life-threatening disorders like schizophrenia. It chronicles the strange and scary history of medical treatment for such disorders, and makes a compelling argument that "chemical lobotomy" with drugs like Zyprexa may not be the only way (or even the best way) to help people who are afflicted with them.

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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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Publications of Interest

How to Write Business Plans, Business Proposals,
JV Contracts, Human Resource Package, More!
No-cost ebook "Beginners Guide to Ecommerce".
Business Writing by Nightcats Multimedia Productions
http://www.nightcats.com

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Best Wishes
Bob

Copyright – 2006

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