Archive for workingmomsonly.com – Page 2

“WorkingMomsOnly.com Joins Forces with Online Info-Publisher Strategic Profits”

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Austin, TX - April 28, 2011

Two multi-million dollar publishing powerhouses have come together to help working moms develop successful careers and enriching, prosperous lives, without sacrificing marriage, family and health.

Boca Raton, August 12, 2010 /PR Newswire/- MaryEllen Tribby, Founder and CEO of WorkingMomsOnly.com, is excited to announce her partnership with Info-publisher Strategic Profits. A partnership designed to empower working moms to live the lives of their dreams.

WorkingMomsOnly.com is the leading Internet destination for working moms juggling many responsibilities. MaryEllen’s new partnership with Rich Schefren, CEO of Strategic Profits will enable even more women struggling with balancing life, career and family.

Before online publishing, Rich Schefren enjoyed a successful offline business career. He took a failing clothing store in SoHo and transformed it into a multi-million dollar business. Then he went on to start and build the largest chain of hypnosis centers in America.

Since entering the info-publishing arena when he founded Strategic Profits in 2006, Rich Schefren became known as “the guru to the Internet gurus.” Because of his dedication to helping dozens of the most successful Internet gurus become entrepreneurial millionaires. Rich grew Strategic Profits to over $7 million within 18 months.

As a successful business person, and a working mom, MaryEllen Tribby leads by example. She helps working moms everywhere live fulfilling lives and develop successful careers, without sacrificing anything.

“Our new partnership leverages the mutual business practices of Strategic Profits and Working Moms Only” says Tribby. “Both of us have always been commited to providing value and solutions to those who want better lives, more freedom, and a top-level income. By joining forces, we can now increase that value, while increasing the number of people we help.”

Known in the information publishing world as “The Money Honey”… MaryEllen Tribby began her success in New York City, where she ran publishing divisions for Times Mirror Magazines, Forbes and Crain’s New York Business. She moved on to become President of financial publisher Weiss Research, where she elevated sales from $12 million to $67 million in only 12 months. Then took over as Publisher and CEO at Agora Publishing’s “Early to Rise”… where she grew sales from $8 million to more than $26 million in just 15 months.

MaryEllen’s first book (co-authored with Michael Masterson), Changing the Channel: 12 Easy Ways to Make Millions For Your Business… became a #1 seller on Amazon.com just 10 hours after its release.

As founder of The GoodNews Kids, a foundation to house and protect homeless children, a board member for the Speaker, Author Networking Group, and recipient of the 2009 BraveHeart Woman’s Marketer of the Year, MaryEllen is a successful and in-demand business person.  She has leveraged this success to become the champion of working moms worldwide, helping them find balance and happiness in their lives, while developing their careers to new heights.

MaryEllen Tribby lives in Boca Raton, Florida, with her husband Patrick, and children Mikaela, Connor and Delanie, where she spends most of her time with them enjoying the South Florida sunshine at the beach, and at her children’s sports activities.

MaryEllen can be reached at MaryEllen@WorkingMomsOnly.com

MaryEllen Tribby Says Working Moms Don’t Have to Sacrifice Their Marriage, Family and Health to Develop an Enriching, Profitable Career

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Boca Raton, August 12, 2010 (PRWeb)- MaryEllen Tribby, Founder and CEO of WorkingMomsOnly.com, the leading Internet destination for working moms juggling many responsibilities, is working hard to enable as many working moms as she can.

Because of her commitment to empowering working moms everywhere, and her extensive experience in the publishing world, MaryEllen has entered into a partnership with multi-million dollar info-publisher Strategic Profits.

Founder and CEO of Strategic Profits, Rich Schefren, shares MaryEllen’s dedication to helping people live more enriching and prosperous lives. Rich has a track record of success in the offline business world that he brought online in 2006. He built Strategic Profits to $7 million in sales in only 18 months, and went on to help more people become entrepreneurial millionaires than anyone else in the Internet business world.

“Our new partnership leverages the mutual business practices of Strategic Profits and Working Moms Only” says Tribby. “Both of us have always been committed to providing value and solutions to those who want better lives, more freedom, and a top-level income. By joining forces, we can now increase that value, while increasing the number of people we help.”

As a successful CEO, Working Mom of three, best-selling author, wife, speaker, business consultant, and philanthropist, MaryEllen leads by example, as she lives a fulfilling life and a successful career, without sacrificing anything.

“Just because you have a husband and a family, doesn’t mean you can’t follow your passions” says Tribby. “Whether your passion is being successful in business, or spending time with a hobby or sport that brings you great enjoyment, you CAN have your cake and eat it too!”

MaryEllen has dedicated herself to sharing what worked for her, so deserving moms everywhere can enjoy a prosperous, enjoyable life, that includes their families.

“Once you see how I’ve structured my life and career, and follow my lead, you too can find balance in your life as a working mom. No matter how many plates you’re juggling at any one time.”

MaryEllen continues, “There’s no reason you have to sacrifice spending time with the people you love, and doing the things you love, to have a meaningful, profitable career. If people like me, Oprah and Martha Stewart can do it, so can you!”

About MaryEllen:

“Working Mom” MaryEllen Tribby lives in Boca Raton, Florida, with her husband Patrick, and children Mikaela, Connor and Delanie… who she makes time for every day, despite her demanding but fulfilling work schedule.

Throughout her career, MaryEllen Tribby has run publishing divisions for Times Mirror Magazines, Forbes and Crain’s New York Business, was President of financial publisher Weiss Research. As Publisher and CEO at Agora Publishing’s “Early to Rise”… she grew sales from $8 million to more than $26 million in just 15 months.

Find out how you can live the good life like MaryEllen, and be a success in business, too. Visit her website today at WorkingMomsOnly.com and sign up for free to get her passionate and empowering email newsletter… “Working Moms Only.”

The Ten Keys to Business Success

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By Brian Tracy

Today, strategies and techniques for achieving success at every level of business, and in every activity of life, are more widely available and proliferating more rapidly than at any other time in human history. And we can all benefit from them by seizing them and applying them to our lives.

There is a system of proven principles, or “laws”, which have been discovered and rediscovered, practiced and implemented, by the most successful businesspeople everywhere, in every kind of organization, large and small, throughout the history of business enterprise. The practice of these laws will give you the winning edge.

When you know and understand these timeless truths, you will gain a tremendous advantage over those who do not. When you organize your life and business according to these universal laws and principles, you can start, build, manage, or turn around a business or department faster and easier than perhaps you ever thought possible.

The more you incorporate these principles into your daily thinking and decision making, the more effective you will become. You will attract and keep better people, produce and sell more and better products and services, control costs more intelligently, expand and grow more predictably, and increase your profits with greater consistency.

Some of these laws may sound unusual or even controversial when you first read them. Nonetheless, they are timeless truths. They have always existed. They have always worked. They are natural laws. They are embedded in the universe. In the long run, they are inviolable.

There are ten critical areas where your ability to think largely determines the success or failure of your business. The greater clarity you have in each of these areas, the better decisions you will make and better results you will achieve.

Key Purpose

What is the purpose of a business? Many people think that the purpose of a business is to earn a profit, but they are wrong. The true purpose of a business is to create and keep a customer. Fully 50 percent of your time, efforts, and expenses should be focused on creating and keeping customers in some way. If a business is successful and it creates and keeps customers in a cost effective way, it will make a profit and will continue to survive and thrive.  If for any reason, a business fails to attract a sufficient number of customers, it will experience losses.

Key Measure

The key measure of business success is customer satisfaction. Your ability to satisfy your customers to such a degree that they buy from you rather than from someone else, that they buy again, and that they bring their friends is the key determinant of growth and profitability.

Your job is to create and keep customers.  It is to prospect, present and follow-up.  It is to look at each customer and think about the sale after next.  It is to plan and organize all of your activities so that you not only acquire customers but that you do everything that you possibly can to satisfy those customers better than anyone else could.  Your job is to position yourself in the customers mind so that the customer views you as the very best person to help him with the things you sell.  Your job is then to continually upgrade the quality of your services so that once you have won that customer, you have that customer for life.  When you do this, your future in selling and your future in business is assured.

Key Requirement

The key requirement for wealth building and business success is for you to add value in some way. All wealth comes from adding value. All business growth and profitability come from adding value. Every day, you must be looking for ways to add more and more value to the customer experience.

Key Focus

The most important person in the business is the customer. You must focus on the customer at all times. Customers are fickle, disloyal, changeable, impatient, and demanding—just like you. Nonetheless, the customer must be the central focus of everything you do in business.

The position that you hold in the customer's mind determines all of his reactions and interactions with you.  Your position determines whether or not your customer buys, whether he buys again and whether he refers others to you.  Everything that you do with regard to your customer affects the way your customer thinks about you.

Key Word

In life, work, and business, you will always be rewarded in direct proportion to the value of your contribution to others, as they see it. The focus on outward contribution, to your company, your customers, and your community, is the central requirement for you to become an ever more valuable person, in every area.

Key Question

The most important question you ask, to solve any problem, overcome any obstacle, or achieve any business goal is “How?” Top people always ask the question “How?” and then act on the answers that come to them.

Key Strategy

In a world of rapid change and continuing aggressive competition, you must practice continuous improvement in every area of your business and personal life. As Pat Riley, the basketball coach, said, “If you’re not getting better, you’re getting worse.”

Key Activity

The heartbeat of your business is sales. Dun & Bradstreet analyzed thousands of companies that had gone broke over the years and concluded that the number-one reason for business failure was “low sales.” When they researched further, they found that the number-one reason for business success was “high sales.” And all else was commentary.

Key Number

The most important number in business is cash flow. Cash flow is to the business as blood and oxygen are to the brain. You can have every activity working efficiently in your business, but if your cash flow is cut off for any reason, the business can die, sometimes overnight.

Key Goal

Every business must have a growth plan. Growth must be the goal of all your business activities. You should have a goal to grow 10 percent, 20 percent, or even 30 percent each year. Some companies grow 50 percent and 100 percent per year, and not by accident. The only real growth is profit growth. Profit growth is always measurable in what is called “free cash flow.” This is the actual amount of money that the business throws off each month, each quarter, and each year, above and beyond the total cost and expense of running a business.

Action Exercise

You should have a growth plan for the number of new leads you attract and for the number of new customers you acquire from those leads. You should have a growth plan for sales, revenues, and profitability. If you do not deliberately plan for continuous growth, you will automatically stagnate and begin to fall behind. Growth is not an accident; so you must plan and map out your growth plan if you want your business to see a bright future.

Now, here are two things you can do immediately to start moving toward business success:

First, set a goal, make a plan and then launch your plan. Get started. Do something. Begin on a small scale with limited risk and investment but get going!

Second, resolve that, no matter what happens, you will never, never give up until you are successful. Before you accomplish anything worthwhile, you will have to pass the persistence test. And the test will come far sooner than you imagine.

***

Brian Tracy is one of the world’s foremost thought leaders on personal and business success. He’s one of the most sought after success coaches today and has transformed the lives of millions.  Click here to download his FREE report “Way To Wealth” right here  http://www.briantracy.com/squeezepage.aspx?sqid=2&cmpid=2230&proid=272

Let the Sun Shine In!

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By Al Sears, MD

Today I’m here to talk to you about the dangers of staying out of the sun.

That’s right… staying out.

We hear all the time that it’s important to stay out of the sun. They say it can make you sick and cause skin cancer.

Well, the national campaign to keep us out of the sun has finally caught up with us. The result?

A study from the prestigious Archives of Internal Medicine found that three out of four Americans don’t get enough vitamin D.

It’s no surprise really. I know some women who rarely see the light of day during the week. With everyone’s busy schedules and the horror stories we hear about the sun, it seems like catching rays is the last thing on people’s minds.

Especially for busy moms like you. You’re constantly running to drop the kids off, going to work, picking them up, going to practice, dinner and bedtime… all in one day!

But you should care about vitamin D. Here’s why…

Low vitamin D levels don’t just cause rickets in children and weaken bones in adults. They’re strongly linked to cancer, heart disease, and many other serious health problems.

The study shows that vitamin D levels dropped 20% from 1994 to 2004 on average. The number of people who have a deficiency of vitamin D tripled. Plus, those who are below the healthy level of vitamin D jumped by almost 50.[i]

The sun is nature’s way of creating vitamin D in our bodies. Our obsession with staying out of the sun and the big drop in vitamin D nutrients in our food contributes to this national epidemic.

Plus, the government has kept its recommended levels for vitamin D supplements way too low. They recommend you take:

  • 200 IU per day from birth to 50 years old
  • 400 IU per day for adults aged 51 to 70
  • 600 IU per day for those 71 and older

The study’s authors recommend taking 1,000 IU or more a day of vitamin D supplements. This is in addition to increasing your exposure to the sun.

Vitamin D: Don’t Fear the Sun – It’s Nature’s Cancer Fighter

Your body needs exposure to the sun to produce vitamin D. An Anticancer Research study found that just by getting a little sunlight every day – about 20 minutes for fair-skinned people and two to four times that much for those with dark skin – could reduce the risk of 16 types of cancer.[ii]

A number of studies prove that vitamin D contains cancer-destroying properties.[iii] One group of scientists at the University of New Mexico found that exposure to the sun helped cancer patients to recover from established melanoma. So much so, their rate of survival doubled![iv

But you won’t hear many dermatologists – or the $6 billion sunscreen industry – voicing this evidence. Just like the great “cholesterol con” that tricked so many into fearing cholesterol, their “fear of the sun” campaign is just as ridiculous

The real research suggests that the best way to avoid deadly melanoma is to spend more time in the sun. Dozens of studies show that people who work inside – like many working moms – have a much higher risk of melanoma than those who work outside – like construction workers and lifeguards.[v]

Melanoma commonly occurs in areas that don’t receive any sunlight at all. Like the palms of your hands, the soles of your feet, under your arms, and beneath your fingernails. It can even happen inside your nose.

Enjoy the Sun and Protect Yourself Naturally

First, some common sense: Avoid sunburn. It hurts and damages your skin. Second, stop using chemical-based sunscreens. The chemicals can actually be carcinogenic. You can find sunscreens available on the Internet that are natural and chemical-free.

It’s critical that you boost your body’s natural defenses. Our change in diet has left us defenseless against the sun’s rays. Thanks to commercial farming and processing, the nutrients we need to prevent skin cancer are increasingly absent from our food. That’s why we require supplements to get the nutrients we need.

Here are my favorite supplements to help:

Cod Liver Oil – The lack of healthy omega-3 fatty acids in our diet contributes to the rise of skin cancer. Grains, sugars, and processed foods – even commercial beef – are full of omega-6 fatty acids. They prevent your skin from fighting the sun’s UV rays.

A tablespoon of cod liver oil a day will replenish your omega-3 levels. It will also keep your skin looking young and fresh. And will give you a boost of vitamin D in its most natural form.

Astaxanthin is a carotenoid found in shrimp, lobsters, salmon, trout, and algae. It gives them their red/pinkish color. (Carotenoids are nutrients that protect plants and animals from UV radiation.)

Astaxanthin is hundreds of times more powerful than most carotenoids and multiplies the effects of vitamin C and E, increasing their antioxidant activity.[vi]

This is one of the best supplements to prevent skin cancer. During periods of prolonged exposure, you can’t beat it. It’s available as a capsule. I recommend 2 mg a day with meals.

Alpha-Lipoic Acid – ALA is a powerful antioxidant that works at all levels – including your skin. It protects skin cells and mitochondria (the power plant of every cell) from free radicals. It also pumps up your cancer defense mechanisms.

It also preserves collagen and prevents the damage associated with aging skin making your skin more youthful and vibrant. I recommend 200 mg to 400 mg daily.

Vitamin C – A lack of vitamin C makes your skin vulnerable to damage from the sun’s rays. And we have recently started getting far less vitamin C in our diets.

I recommend 3,000 mg per day if you’re currently in good health. This will give you enough to produce the collagen required for strong blood vessels and heart disease prevention.

Pregnant women should get at least 6,000 mg per day. In times of stress or sickness, you can take up to 20,000 mg. A powdered form may be more convenient for larger doses.

Vitamin D – Finally, take a good vitamin D supplement. I recommend 1,000 to 2,000 IU daily, particularly during the winter or if you live in cold, damp climates with little sunlight.

***

[Ed. Note:  Dr. Al Sears, M.D. is a board-certified clinical nutrition specialist. His practice, Dr. Sears' Health & Wellness Center in Royal Palm Beach, Fla., specializes in alternative medicine. He is the author of seven books in the fields of alternative medicine, anti-aging, and nutritional supplementation, including The Doctor's Heart Cure.



[i] Ginde, A. Archives of Internal Medicine, March 23, 2009; vol 169: 626-632.

[ii] Grant WB et al, “The association of solar ultraviolet B (UVB) with reducing risk of cancer: multifactorial ecologic analysis of geographic variation in age-adjusted cancer mortality rates,” Anticancer Research, 2006; 26:2687-2700.

[iii] Danielsson C, et al. (1998). “Differential apoptotic response of human melanoma cells to 1alpha,25-dihydroxyvitamin D3 and its analogues.” Cell Death Differ. 5:946.

[iv] Berwick M, Armstrong BK, Ben-Porat L, Fine J, Kricker A, Eberle C, Barnhill R. “Sun exposure and mortality from melanoma.” J Natl Cancer Inst. 2005 Feb 2;97(3):195-9.

[v] Elwood JM, et al. “Cutaneous Melanoma in Relation to Intermittent and Constant Sun Exposure – The Western Canada Melanoma Study.” Int J Cancer 1985;35:427.

[vi] www.astaxanthin.org/benefits.htm




Are You The All Star Of Your Niche?

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By MaryEllen Tribby

“Sorry Mom, but I’m rooting for the National League team this year. After all, they haven’t won since ’96… Plus, their line-up is unbeatable. They have Albert Pujols, David Wright, and Corey Hart,” Connor (my nine-year-old Major Leaguer in waiting) informed me as we all settled in to watch the 2010 Major League All Star Game.

The popcorn had been popped, the lights had been dimmed, and our entire family was snuggled on the couches listening to Joe Buck and his colleagues announce the starting line-up. My daughter Mikaela, being the analytic 11-year-old that she is, asked, “What EXACTLY is the criteria to be elected an All Star? Who gets to vote?"

As my husband loosely explained that three separate groups - the sports writers, the players/coaches, and the fans - pretty much determine the athletes’ fate, I could not help but think about what it takes to become an All Star in the business world…

Three Strikes and You Are Out!

In your business, you have three key groups that determine your fate. They are:

  • Your employees/company vendors
  • Your competitors/industry colleagues
  • Your customers

Let’s look at each one of these groups to see how much influence they have on the success of your business… and discuss a few ways to ensure that they are helping move your business to the next level.

#1) Your employees/company vendors: Have you ever heard the old saying “Hire Slow and Fire Fast”? To me this is more than a saying – it is a motto. And there is a reason for that. Every person you hire to be involved with your company AT ANY LEVEL is a direct reflection on you. This includes your full-time employees, your part-time employees, your contract and fee workers, your vendors, and your joint venture partners.

If they screw up, you screw up - plain and simple. So you need to understand that hiring is about much more than the experience and skill set laid out on someone’s resume. Instead, you should focus on a person's core characteristics. These characteristics include things like integrity, urgency, and the ability to constantly strive for extraordinary results. These are things you won’t find on a resume. Fortunately, you can find employees who have exactly what you're looking for just by putting in a little forethought.

Many people looking to hire employees believe reading someone’s resume is the first step to hiring. Guess what? It’s not. The first step starts with you and the job description you write. You need to give an accurate description of the type of person you are looking for – not just list duties that person needs to fulfill.

Founder of Zappos Tony Hsieh says he clearly states in his job descriptions that anyone applying must possess a little bit of “weirdness.” By stating this "requirement" up front, he's able to immediately weed anyone who may be offended by it.

Next time you write an ad for a new job position, answer this question first. “What is your little bit of weirdness?” Do so and you'll be much more likely to find employees who are in tune with your personality - and your business. And employees who have the characteristics you're looking for… the ones who "fit" into your business… are going to represent you best. And that's a huge "vote" in favor of your business's success.

#2) Your competitors/industry colleagues: People are often surprised to hear me say that your competitors can help determine your business fate. Their surprise surprises me!

You see, your competitors should be your best source of intelligence when it comes to everything from marketing to product development to customer acquisition and more. And when you work in cooperation with your competitors, they can help you grow your business faster than you can imagine.

Take a competitor to lunch. Share what’s working for you in your business and what’s not. Don’t be afraid that they will “copy” you. A competitor can never copy your story, your originality. It just won’t work for them. Sure, they can duplicate your strategies and tactics, just as you can replicate theirs. But that’s okay. Those are the same kinds of things you can read about in books or learn by attending industry conferences. With a one-on-one lunch, you have the chance to dig a little deeper into the hows and whys behind your competitor's business choices.

The other benefit of sharing your experience is that you'll earn a reputation as a “giver,” as someone others want to do business with. This in itself is more than valuable – it’s the key to your survival.

You can have a great product and top notch sales copy… But if your competitors want nothing to do with you, there will come a time that you need them… And guess what? They will not be there to bail you out!

But if your competitor feels that you have a balanced, give-and-take relationship… that you are honest and trustworthy… that you are dedicated to making every situation a win-win… Then they will "vote" for your business by returning the favor.

So go ahead and drop that 50 bucks on lunch. It will come back to you 1,000 times over.

#3) Your customers: Long gone are the old days when the business owner, the marketer, and the advertiser were in control. Today, the customer is in charge. And frankly, that is the way it should have always been. When your entire team understands this - in conjunction with your mission and values - and understands the needs, desires, and challenges of your customers, you will win your customers' "votes" in favor of your business.

When someone tells me they have a “customer service team,” I want to scream. You see, servicing a customer implies you are fixing a problem. In my company, we have a customer satisfaction team. Nothing but pure satisfaction is acceptable.

The easiest way to get to that point is to treat your customers exactly the way you want to be treated.

Do you WANT to receive 15 e-mails a week from one business about the latest “killer” product that will make you eight million dollars while you sleep? You know the e-mails I mean. The ones that assume we are so stupid and desperate that we will buy anything. The ones that have little respect for our time and hard-earned money. I sure as hell don’t. And when I get these e-mails, I do three things:

1)   I question the business owner's integrity.

2)   I unsubscribe.

3)   I tell someone - another customer of that very same business owner!

Why? Because being inundated with patronizing e-mails was not the reason I signed up. The congruency is gone.

And hey, I am the first to admit that I like being marketed to. But only when it is done correctly. When transparency, authenticity, and honesty are leading the pack. When the business is there to help me solve my problems and meet my challenges. And - when I trust and respect a business - I'll "vote" with my wallet.

At the end of the day, trust and respect are the two most important elements in ANY relationship, including the relationship between you and your customer. If you ain't got those two factors, you got nothin’.

Over the years, I've figured out how to direct my own business fate. But, as you know, there is more to business success than what I can cover in the pages of Working Moms Only. To that end, I've created a comprehensive program for exploding your customer base, getting the word out about your business, and boosting your sales.

If you want to take your business to the next level more quickly than you ever thought possible... or if you simply want to start a new business with help from a 25-year business veteran... you do not want to miss out on this program.

But make sure you act quickly… We're offering a limited-time deal right now that allows you to try out this program for just $1. Get all the details right here.

Stop Networking and Start Making Money

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By MaryEllen Tribby

It’s a self-marketing tactic I’ve really come to hate…

I’m talking about “networking.” Sure, I’ve been hearing all about networking for years. I’ve even used the word myself!

But when you get down to it, networking is cold, sterile… And it seems self-serving: one person trying to form a web of contacts whose sole purpose is to do something for him.

That’s not how I want to do business.

Lately, I’ve been rethinking what “networking” means. For instance, when I meet people at a so-called “networking” event, what is my end-game?

You know what? My ultimate goal is not to network with them… It’s not to find out what they can do for me… It’s not to add them to my address book until I need something from them…

It’s to connect with them!

When I meet people, I want to really understand why they do what they do, to really “get” their true purpose.  I want to find out if their purpose and mission is synergistic with Working Moms Only… and, if it is, how we can work together or for one another to best serve our prospective communities. I think of it as “what can we do for each other and each other’s communities?” instead of “what can you do for me?”

When I focus on these goals, deals follow. And when a deal is made between two people (notice I did not say two businesses) who have connected – as opposed to “networked” – money usually follows.

Making a connection does require a bit more “work” than simply shoving your business card at a potential client. But the extra money you can make and the new opportunities you can open up to your community are well worth the extra effort.

Yet, all too often, people are scared to put themselves out there. Unfortunately, insecurity and discomfort can be perceived as arrogance or even disinterest.   Sometimes, fear and uncertainty come across as a “what’s in it for me” attitude. That can offend the very people you’re trying to connect with… And before you know it, a potential million-dollar deal could fly out the window.

Don’t let this happen to you!

Conquering the World of Connecting

Recently I spoke at an event. I had just met Lisa Nicholas of The Secret and we were enjoying a lovely conversation over lunch. Suddenly a woman I had met a few months prior at another event sat down at the table and interrupted our conversation.

She said – and I quote – “MaryEllen, you are certainly a hard woman get a hold of. I emailed you last week and I have not heard back from you.”

There was no “Hi, how are you?” Nice to see you again.” Or even “How are your children?” It was just the typical “WIIFM” approach.

My first thought was - do you really think this kind of behavior is conducive to me wanting to do business with you? But what I said was, “Yes, Sue, I received the email on Thursday. I left for LA (this event) on Monday. I was planning on returning your email later in the week.”

This is a wonderful example of why many people do not end up with business from networking events. They have not mastered event etiquette.  Nor have they discovered the best way to make lasting connections.

The biggest mistake I see people making is assuming that their highest priority is the highest priority of the person they are trying to do business with.

By adopting this attitude, the only thing they will leave the event with is a lot of useless business cards!

To make real, lasting connections that lead to potential deals, you should put yourself out there with a mission centric philosophy. When you live your company’s mission, people will flock to you.

My Top 7 Secrets to Creating Money-Making Connections

1.  Cultivate your connection the way you would any relationship: You need to project an image of warmth, approachability, understanding, knowledge, and empathy. Be genuine. You should take an interest in everyone you meet, remember their names, and listen carefully to them. Try to understand their needs and determine how you could assist each other. Building trust is a vital component of relationship building. Be relaxed and stay interested.

2. Understand that "small talk" is the road to “big time”: Being able to talk to anyone about anything is a valuable skill in its own right, but it’s absolutely essential for making connections. Being able to initiate a conversation makes it more likely that you will meet people who may turn out to be invaluable contacts. Small talk can be difficult at times, so keep a few key phrases up your sleeve such as “Where are you from?” "How did you get started?" and “Do you have children?” to start a conversation off on the right foot.

3. Develop active listening skills: Connecting is not about selling yourself, your products or services, or your business. It is about listening to the other person and showing them that you are truly interested in them.  Allow others to open up and talk freely. Give them your undivided attention even if it is only for a few moments. Take an interest in what's said and acknowledge this by nodding or agreeing. Use positive body language such as facing the person you are speaking to. And be sure to make eye contact! This means you are not reading a text message or looking over the other person’s shoulder to see who else is around.

4. Be a giver: When you focus on helping others, the "getting" will follow.  (And it will often come in unexpected ways!) Remember that no one likes a person with a "taker" mentality.  When you are generous, people will notice and respect you. And people generally prefer to do business with people that they respect, trust, and like.  Do simple things like acting as a host at every event you attend. One way to do this is by connecting others.  This can be as simple as introducing two people to each other or as elaborate as giving a testimonial about a person and their services to the entire group.  These acts allow you to focus on others while building equity among your peers.

5. Don’t be Debbie Downer: Put on a happy face at the door and smile.  This is your time to shine.  People will look forward to seeing you and meeting you if you are energetic, positive, and outgoing.  Again, people enjoy doing business with people they like, so be a person that others will like.  If you’re nervous before an event, or if you have stresses at work or at home, take a few seconds before you walk into an event to remind yourself of everything you are grateful for. Let your blessings fill you with happiness and confidence and carry those good feelings with you as you meet people. Be sure not to inconvenience others with your problems – they have enough of their own! Instead, strive to make people forget their troubles while in your presence.

6. Don't sell: Remember what I said earlier about listening rather than trying to sell yourself or your business? Connecting is not about trying to push your agenda. It’s about building relationships with people. Once you’ve made a connection, those people will likely be happy to tell others about who you are and what you do.  Word of mouth and social proof are a thousand times more valuable than you talking about how great you are.   At every opportunity, teach others about what you do and who you are as a person. Provide valuable, useful information.  Always emphasize your mission and purpose. Doing these things is much more powerful than giving a new contact your elevator speech or sales pitch.

7. Follow up with originality: Many people think that the same old email follow-up is okay. Well, it’s not. After the event, send a hand-written thank you card… a poem you wrote about the person you connected with… or a balloon bouquet.  Mention something from your discussion in whatever communication you make. If you have truly made a connection, your follow-up will be easy and effortless.

By having a game plan, connecting with others can become second nature. People will see you as you are, not as a self-interested business focused on making sales.

Become the kind of person that others want to work with, and events can help explode your business.

Three Simple Rules for Creating Million Dollar Deals

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By MaryEllen Tribby

It was a birthday that I’ll never forget…

My son Connor had just turned seven years old. We had planned a whole weekend of birthday festivities – including a class party, a party with his friends at a local arcade, a family-and-friend gathering, and a family gift-giving session at home. My husband and I surprised him with an Xbox 360.

As the weekend came to a close, I took Connor down to the beach to experience his first sunrise. I admit it – this was more of a present (and memory) for me.

As I tucked Connor in Sunday night, I asked him what his favorite part of his birthday celebration was. Expecting to hear rave reviews about the Xbox or laser tag with his buddies, I was astonished when he replied, “Going to the beach with you, Mom.” As I held back my tears, I asked him why. His answer was simple and honest, “Because it was just you and me talking.”

This got me thinking about all the partnerships and deal making I have done over the past 22 years. The best deals were not made sitting in a boardroom around a huge mahogany table with 10 or 12 people. They were done one-on-one over lunch or dinner with simple and honest communication leading to mutually beneficial agreements.

Early in my career, for example, I worked for a well-known publisher in NYC, and we wanted to partner with another well-known publisher in Boston. We had a great idea for a new product that would benefit both sets of customers. We organized a special task force comprised of marketers, editors, and customer service people. The other publisher did the same. We had in-person meetings that required flying eight people 300 miles to the other publisher’s office. This was followed up by endless conference calls with 12 to 16 people on the phone.

The entire time this was going on, my gut was telling me that this was not the way to do it. But everyone else was convinced that we needed the “collective brilliance” of the team. You do need input from smart people when you’re working on the product … but these meetings were just on contract negotiation. This was just to get the deal done!

You probably won’t be surprised to hear that we never agreed upon the terms (someone would always chime in with a last-minute concern), and hundreds of thousands of customers missed out on what would have been a great product. Plus, both my company and the other publisher lost the potential for millions of dollars in revenue.

Since that time, I try to do all my deals on a one-to-one basis.

My deal making success rate is high because I follow three simple guidelines. These apply to everything from making joint venture deals to developing new departments within the company to hiring copywriters. They even apply to vendor and service relationships, such as e-mail deployment, printing and media buying, and hiring freelancers. Here they are:

Rule #1. Know the person behind the business.

To the best of my ability, I try to meet, in person, everyone I do business with. This is the best way to gauge their business ethics and integrity. I will fly cross-country for lunch, or meet them at an industry event and have a drink. I’m not saying you have to like everyone you do business with, but personal contact helps expedite the deal and solidify the end result.

A couple of years ago, I wanted to find a partner who could help my customers understand the importance of product launches. I mentioned this to my friend and business colleague Rich Schefren. Well, it just so happened he was flying to Denver in two days to speak at a conference being put on by Jeff Walker, the foremost expert in product launches. I ended up on the plane with Rich, met Jeff, and three weeks later Jeff was speaking at my company’s sold-out Internet marketing conference.

But this is not an anomaly for me.

My friend and colleague David Cross introduced me via e-mail to Tim Ferriss, the author of The 4-Hour Work Week, and I phoned Tim immediately. After discovering that we were both going to be in New York the following week, we made a breakfast date. Two weeks later, Tim’s articles started appearing in my company’s flagship publication.

These deals happened fast because not only did I get credible references from Rich and David, two people I respect and trust, I also took the time to meet Jeff Walker and Tim Ferriss in person.

Even if you can’t meet everyone in person, make sure you have reliable references. Always do your due diligence. Make it your goal to understand not just the company you want to partner with but the person behind the company.

Rule #2. Only make deals that will benefit your customers.

You may be passing up millions of dollars initially, but if a deal is not in the best interests of your customers, it will cost you more in the long run in dollars, time, and reputation.

Two summers ago, a “friend” in the industry came to me with a product he had developed. He showed me sales reports from his launch. He showed me his brilliantly written marketing copy. My first impression was: “My customers need this. They will love it. And it will be a nice contribution to my bottom line.”

So I told him, “Great. Just send me a sample of the product so I can evaluate it. If it is as good as you say it is, I am sure I can promote it to my customers.”

Well, my “friend” was a bit taken aback. He did not understand why I wanted to see the product when he had already shared his sales report.

I tried to explain that this was my policy – that I had to believe in the product.

He said if I would not just take his word for it, he would take the product to my competitor. Well, he did. And I heard through the grapevine that it was a tremendous hit. Customers were buying it up, both parties were making tons of money – and I secretly questioned my decision.

But it turned out that the product did not live up to the marketing hype. Refunds were coming in like gangbusters, and our “friend’s” new partner did not want to work with him anymore.

Had my competitor lived by the same rule that prompted me to say no to this particular deal, he would not have wasted his resources and lost the respect of his customers.

If you follow this rule, you may miss out on a good opportunity every once in a while. But you will also be able to pass up deals that just won’t satisfy your customers.

Rule #3. Only make deals that will benefit your organization.

At first glance, this rule might seem to contradict Rule #2. On the contrary, these two rules need to work in unison.

Let’s say you are asked to hire a vendor because he is the husband of your best friend. You know him, and you know his product will be good for your customers. But his prices are outrageous and you can get a better price and equal quality from another vendor.

What do you do?

To me, this is a no-brainer. You go with the other vendor. That is a better decision for your company – and for your customers. Never forget: You are running (or starting) a business, and good businesspeople have to make tough decisions.

Deal making takes a lot of time. But it’s worth it, because you want to build relationships that last. You can’t make a good deal without a good partnership. You can’t have a good partnership without a personal relationship. And you can’t build a personal relationship through phone calls or e-mails or in a conference room. Know your potential partner well, understand his expectations and needs, and make sure he understands yours. Both companies will benefit.

A Marketing Lesson From a Whore

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By MaryEllen Tribby

Many marketers called it “brilliant,” “successful,” and even “inspirational.”

I call it taking the easy way out.

You know the commercial I’m talking about: the Nike commercial that played right before the Masters Golf Tournament. Where Tiger Woods somberly looks into the camera as his father’s voice asks him what he learned blah, blah, blah . . .

Doesn’t it seem a bit like prostitution? Sacrificing his self-respect and what’s left of his reputation for a few bucks?

But even worse than that, Tiger pulled his dead father into his personal mess. Wasn’t it bad enough that Tiger sold out almost every person in his life, including his beautiful wife and children, his business partners, and his friends? Did he really have to drag his dead father into his sordid affairs?

It would have been one thing if his dad had a choice, a say in the matter. Did Tiger really need the money that badly? Does he simply have no respect or regard for his father’s reputation? Does he not understand that, by being associated with Tiger’s psychopathic behavior, his father’s memory is tarnished forever?

We could debate the Tiger situation until the cows come home. The bigger issue here is Nike. And Nike’s choice to make this commercial raises the simple question…

Who’s the Bigger Whore – Tiger or Nike?

My answer: Nike, by a mile!

It would have been so easy for Nike to do a commercial that eliminated Tiger from the equation. A commercial that really had a lesson for young athletes. One in which character trumped exceptional athletic ability.

(And by the way, I firmly believe that when you possess extraordinary skills, like Tiger does, more is expected of you – not less. Part of the gift you have been given is the ability to give back. To become a role model for the millions of kids who want to be a “Tiger.”)

So, Nike, here is an idea. (Feel free to use it!) How about a commercial with Derek Jeter, Peyton Manning, and Pete Sampras all dressed in Nike golf attire on a beautiful course talking about what’s important in life… things like family, charity, and the environment?

Now that would have been a brilliant, effective, and inspirational commercial. It would not have made your spokesperson look like a total schmuck the way Tiger did.

But that’s not the only benefit of running a Tiger-free commercial. You could have showed our children that actions have consequences. The same lesson we as hard working parents drive home every day.

My nine-year-old son Connor loves playing baseball more then anything. If he is disrespectful in school – to a teacher or another kid – Connor gets his baseball-playing privileges taken away.

During the Masters, Connor actually said, “Boy I can’t believe Tiger gets to play after he hurt all those people.”

Now I’m not saying Tiger should have been prevented from playing in the Masters. But I do question Nike’s decision to glorify Tiger in such a way… and, in doing so, compromise the company’s core values.

It offends me. Not just as a mom, but as a businesswoman.

I would never do something to so blatantly disregard my company’s values and goals. In fact, that’s one reason I firmly believe that every company or organization should have a mission statement.

What Is a Mission Statement and Why Do You Need One?

The following is the Mission Statement for Working Moms Only:

“Our mission is to supply the tools that can give EVERY working mom the ability to lead a healthy, wealthy, and more balanced/blended lifestyle. To create a community where millions of working moms from all over the world come together in support and celebration of each other.”

It’s simple and it’s sincere. And everyone I do business with gets it – point blank.

Many entrepreneurs make the mistake of not taking the time to craft a mission statement. If you do not have one, I urge you to write one immediately.

Once you do so, you will find that your customers understand you better. You will begin working only with joint venture partners who share your values. All of your employees will have a better understanding of their purpose in your organization. You will find that it is much easier to make decisions about how to run your business (including whether an advertising campaign is appropriate!).

Your mission statement should be a formal, short, written statement of your company’s/organization’s purpose. In a nutshell, it should answer the question “Why does my company exist?”

If you’ve never developed a mission statement before, here are a few things it may address:

  • The purpose and aim of your organization (i.e., a definition of what your company is and does)
  • What your company aspires to be
  • What features/characteristics distinguish your company from its competitors
  • Your company’s core ideology, values, purpose, and visionary goals
  • The products and/or services your company offers

Your mission statement should be specific and narrow enough that it couldn’t apply to just any company… but it should be flexible enough to allow for growth and change. Make sure that the statement is clear (i.e., it does not contain a bunch of buzz words or industry jargon) and easy for potential clients, partners, and employees to understand.

Once you have your mission statement laid out, you can turn to it for help guiding your company’s actions, laying out its primary goals, offering direction, and directing decision-making.

There is one aspect of your mission statement that is more important than all others: your core values.

Core Values Still Count

In an ever-changing world, core values remain constant.

Core values are NOT descriptions of the work you do or the strategies you employ to accomplish your mission. Rather, your values underline your work, how you interact with others, and which strategies you use to fulfill your mission. They are the basic elements guiding how you go about your work. They are the practices you use every day in everything you do.

Core values should:

  • Govern personal relationships
  • Guide business processes
  • Clarify who you are
  • Articulate what you stand for
  • Help explain why you do business the way you do
  • Guide you in how to teach
  • Inform you on how to reward
  • Guide you in making decisions
  • Require no external justification

The following are the Core Values of Working Moms Only:

* We are committed to enhancing our customers’ financial, intellectual, and physical wellbeing.

* We continually strive for excellence in all of our products and services.

* We partner with only those who share our customer-centric commitment.

* We strive to provide a workplace that operates in the best interests of our employees’ professional and personal growth.

Once you have written your mission statement and core values, post them. Post them in a spot where everyone who walks into your office or visits your website can see them.

Review them on a regular basis with your employees and business partners. And always make sure when you bring a new employee into your business they know this is what you stand for and why you are in business.

Of course, writing a mission statement and core values is not enough. What matters is living them on a daily basis.

Use these tools to help you make decisions about your business – from which companies you partner with to which products you design to how you communicate with your clients.

Allow your mission statement and core values to guide you… and you will never find yourself making questionable decisions like Nike did with their Tiger Woods commercial. The decision will be made for you.

Cut Your Workout Time by 90%

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By Dr. Al Sears, MD

Working moms have to make tough choices… and a lot of it comes down to time.

How can you be expected to spend hours in the gym, when you have so many demands on your time?

Turns out, there’s a better solution. And it takes just minutes.

A cover story in TIME magazine picks up on this idea, but they only get it half right.

They tell you exercise won’t help you lose weight.

In the article, a professor from Louisiana State University says, “… for weight loss, exercise is pretty useless.”1

You may already recognize the ignorance of this professor’s statement.

What is he missing?

Well, it depends on what type of exercise.

Conventional exercise, like aerobics, jogging, and marathon running, are not the best exercises for weight loss. That type of exertion actually trains your body to make and store more fat.

When you exercise for long periods at a time, like most people do when they go to the gym, you push your body into its “fat-burning zone.” Most fitness gurus tell you to get into your fat-burning zone and stay there for as long as you can take it… but that’s a problem.

You don’t want to burn fat during exercise.

Burning fat during exercise tells your body it needed the fat. This trains your body to make more fat for the next time you exercise.

But that doesn’t mean you can’t use exercise to lose fat. In fact, it’s one of the most effective tools you can use to hit and maintain your ideal weight. I use it myself, and I recommend it to my patients.

However, if you want to burn fat and keep it off, exercise in the most effective, most efficient way: In short bursts followed by rest and recovery. This is the basis of my PACE program.

How does it work? It has to do with what your body uses for fuel during exercise. For the first two or three minutes of a workout, you burn ATP, your body’s cellular energy source. Then you start burning carbs from muscle tissue. After about 20 minutes, you switch to fat.

Exercising for short periods will use these carbs during exercise. Then you start to burn fat after your workout – while you replenish the carbs.

This is known as your “after burn.”

Researchers at Laval University in Quebec divided participants into two groups: long-duration and repeated short-duration exercisers.2 They had the long-duration group cycle 45 minutes without interruption. The short-term interval group cycled in numerous short bursts of 15 to 90 seconds, while resting in between.

The long-duration group burned twice as many calories, so you would assume they would burn more fat. However, when the researchers recorded their body composition measurements, the interval group showed the most fat loss.

In fact, the interval group lost 9 times more fat than the endurance group for every calorie burned. Doesn’t this defy the laws of physics? No, it just illustrates that exercise continues to affect your metabolism after you stop. The short bursts stimulated a greater after burn.

You might think burning fat during exercise makes sense. But your body will adapt to any routine you give it, including exercise. And if you burn fat during a workout and you do that workout consistently, your body will make sure you have new fat to burn each time you go to the gym.

After a while your body becomes efficient at building and preserving fat necessary for long aerobic sessions in preparation for the next endurance workout. In doing so, it sacrifices muscle and preserves fat.

So don’t bother trying to use this strategy to lose body fat. Your body will fight you in the effort, and you can only do it by sacrificing lean tissue like muscle and internal organs.

Durational exercise tells your body to build fat. That’s how your body adapts to this kind of activity. Then, if you stop your cardio routine, you’ll put on even more fat very rapidly. This is common as your body gets into the routine of making the extra fat.

It’s an endless cycle. And eventually, everyone stops doing cardio. Many just get bored. But many find they have to stop cardio, because this unnatural activity has caused degeneration of their joints.

And another point: If you persist through middle age and beyond, cardio accelerates some very negative effects of aging. It lowers testosterone and growth hormone, boosts destructive cortisol levels, and robs you of muscle, bone, and internal organ mass and strength.

But short-duration exercise – like PACE – actually increases levels of growth hormone. Researchers from Loughborough University in Leicestershire, England tested growth hormone levels in sprinters and endurance athletes. On average, the sprinters had 3 times as much growth hormone as the endurance runners.3

The biggest point they missed is this: The most important changes from exercise occur after, not during, the exercise period. The way you exercise affects your metabolism for several days. The important changes begin after you stop exercising.

This is good news. It means all you have to do during your exercise is stimulate the adaptive response you need – like reducing your need for fat or building reserve capacity in your heart. Your body will continue making the important changes afterwards – while you rest.

You don’t need to go to the gym to get started. Even if you’re out of shape, you can start with a challenge that’s within your reach.

Let’s take walking as an example. This is the easiest way to get started if you’re de-conditioned or facing a physical challenge.

It may look something like this: You put on a comfortable pair of walking shoes and some loose-fitting clothes. You start off on the sidewalk or on a quiet street. You could also go to the gym and work on a treadmill.

You warm up by walking at a normal, comfortable pace for 1 to 2 minutes. Then you slowly start to walk faster. As you increase your speed, pick a target and then maintain it. This is a little subjective, so you’re going to have to get a feel for it.

For example, when you start off walking at a normal pace, imagine your top walking speed, and then work back from there. So tell yourself, “I’m going to walk normally and then increase my speed by about 15%.” Then hold that speed and maintain it for a few minutes.

If you don’t feel like that increase is giving you a challenge, go up a notch until you’ve increased your speed by 20 to 25%. Then hold that speed and maintain it for a few minutes.

This is how you gauge your exertion level. You know you’re getting close when you feel your heart rate go up. And when you feel this extra exertion, look at your watch and see how long you can sustain it. If you can do it for 2 to 3 minutes, great. If not, it doesn’t matter. Just follow this pattern.

After you’ve challenged yourself for a few minutes, stop and rest. Ideally, you should feel winded. You should be breathing heavier than you usually do and you should feel your heart beating faster. Now begin your recovery period. Allow your heart rate and breath to return to normal.

When you’ve completed this first set, try another, increasing your intensity. If you want to ramp up the challenge, increase the amount of time you walk at a faster speed.

By walking and first gauging your exertion capacity, you can do a productive PACE routine at your own level. It doesn’t matter how quickly you can walk. Even if your top exertion speed is just above your normal walking speed, you can give yourself enough of a challenge to expand your lung volume and build reserve capacity in your heart.

This gradual build up in cardio-pulmonary power will get you to higher levels and extend your endurance. Little by little, you’ll become more and more conditioned and better able to handle more intense challenges.

When you feel you’ve improved your exercise capacity – or if you want to start with something more challenging than walking – use this same formula with swimming or biking. Both give you a good heart and lung workout.

By gently encouraging your heart and lungs to maximize their output, you’ll be able to improve right away. What’s more, you’ll be able to successfully start a productive PACE routine, no matter what your age, condition, or personal history.

With a sufficient challenge, you’ll start to burn fat after your PACE routine. This fat-burning will last as long as 16 to 24 hours after you finish.

With PACE, you never have to make excuses, as you can always find a routine that perfectly matches your current level. And it only takes a few minutes a day.

***

Author of The Doctor’s Heart Cure (Dragon Door Publications, 2004), Dr. Sears is a board-certified medical doctor specializing in preventative medicine, anti-aging, and nutritional supplementation. His cutting-edge therapies and reputation for solving some of the most difficult-to-diagnose cases attract thousands of patients from around the world to his Center for Health & Wellness in Royal Palm Beach, Florida. He is the founder and director of The Wellness Research Foundation, a non-profit organization focused on researching natural alternatives to pharmaceutical therapies. P.A.C.E.: The 12-Minute Fitness Revolution is his 14th book on health and wellness. For more information, visit www.pacerevolution.com

1Cloud, J. “The Myth About Exercise,” TIME, August 17, 2009, pp. 42-47.

2Metabolism 1994; 43: 814-818.

3Van Helder WP. et al., “Effect of Anaerobic and Aerobic Exercise of Equal Duration and Work Expenditure on Plasma Growth Hormone Levels,” Eur J Appl Physiol 52 (1984):255-257.

The Holy Grail of Marketing, Part III: Long Live the King

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By MaryEllen Tribby

The “A listers” already know it.

They may not always admit it, mainly because A+ copywriters have healthy egos and that’s ok. But they know exactly what we discussed in the last two parts of “The Holy Grail of Marketing”.

They know that “Copy is King”. And that there are three components that govern the success of any promotion: the quality of the list and media you select, the offer you present to the prospect, and the copy you use.

Of these three, the list is the most important, the offer is next, and the copy is third. The right offer with great copy mailed to a bad list will produce zero results. Mediocre copy with a mediocre offer mailed to a great list can produce good results. That said, selecting qualified lists and framing attractive offers is less difficult than crafting great copy. That is why in direct response advertising, copy is king.

Even if you never plan on writing your own advertising copy, you MUST understand the fundamental rules of writing effective copy.

Learn it or perish

Don’t proselytize. Preach to the converted.

One of the tenets of direct-response marketing is to target the sales effort to qualified prospects: people who have already demonstrated an interest in buying products and services similar to those you are selling. Trying to sell a watch to someone who has never bought a watch before is an uphill battle at best. Most of the time, your advertising will be directed at proven buyers—enthusiasts, as it were. When writing to enthusiasts, you should write enthusiastically and remind them constantly of what they already believe—that buying your product will make them feel good, the same way it has made them feel in the past.

The 10 Golden Rules of Power Packed Copy!

1. Start with the prospect. Many beginning direct response copywriters make the mistake of spending too much ink touting the product, describing all its features at length and in detail. This is an understandable mistake when writing about a new and exciting product. But the direct marketer must keep in mind that the prospect doesn’t really care about the product. All he really cares about is himself and how the product might be able to help him. Keep that in mind when you write copy. Ask: “What is my best customer thinking about? What’s keeping him up at night? What is he dreaming about?” Figure out the answers to those questions, and your copy will never stray far from the mark.

2. Long copy out-pulls short copy. This principle is highly controversial. Many Internet copywriters believe that the nature of the Internet—which makes it necessary for prospects to read copy on a screen—favors short copy. Although short copy can sometimes work very well, hundreds of tests that we have seen prove the old direct-mail maxim to be true: Other things being equal, longer copy is usually better.

3. When it comes to long copy, the lead is 80 percent of the game. A typical direct-mail or e-mail promotion has three parts: the lead, the body, and the close. The lead is usually less than 20 percent of the whole, but it carries the responsibility of conveying the “big idea” of the sales message and provoking an appropriate emotion in the reader. If you can do that consistently in your e-mail promotions, you will have a great deal of success.

4. In crafting a lead, stick with the proven six. There are dozens of ways to begin a long-form sales letter, but in the history of direct response, six have dominated. These are: offer/promise, invitation, problem/solution, secret, story, and prediction. If you can figure out which of these six leads works best for the offer you are making, your chances of success will skyrocket.

5. All leads range from being very direct to very indirect. Direct leads are those that are obviously sales pitches. Indirect leads appear to be doing something else. Each approach has its strengths and weaknesses. Effective e-mail marketers make wise use of both.

6. Given two packages with equally strong leads, the one that is well-balanced will do better. A well-balanced promotion has four aspects: idea, benefit, credibility, and track record. We call this “the secret of the four-legged stool,” because if your promotion has all four of these “legs,” it will be well balanced and it won’t topple over.

7. When composing headlines and bullets, details matter. Make your headlines and bullets more powerful by focusing on what we call “the four U’s”: uniqueness, usefulness, urgency, and ultra-specificity.

8. Every product needs a unique selling proposition (USP). Essentially, the USP is what makes your product stand out from the competition and gives your prospect a good reason to buy from you. Ignore this principle at your peril.

9. Benefits are better than features—and deeper benefits are better than superficial benefits. For example, don’t tell a prospect that the car you are selling has good tires and suspension. Those are features. Instead, describe how, because of those features, they’ll be able to maneuver easily through rush-hour traffic and avoid accidents with dangerous drivers. If you understand the deeper benefits your product offers, suggest them (indirectly, not directly) in the copy.

10. Write to one person at a time in the language you would use if you were talking to that person face-to-face. That doesn’t always mean informal language. But it does mean conversational language.

Those are not the only principles that govern direct mail and e-mail marketing, but they are 10 of the most important.

If you want to get a head start on mastering the fundamentals of direct response marketing and putting your competition to shame, check out my #1 Amazon.com best-seller, Changing the Channel: 12 Easy Ways to Make Millions for Your Business.