Do you remember my recent newsletter where I
wrote about if people come to one of my upcoming seminars in
December they would get to meet one of my "Ray Kroc" type
people?
Well, one misguided soul (who obviously has
no business experience whatsoever) sent an email asking why
he couldn't get all of the services my "Ray Kroc" people
could provide for him... simply by hiring an $8 an hour
person? This guy got an email back explaining some of the
things his $8 per hour person couldn't possibly handle.
Here's what I told him:
1. Provide the capital
needed to test your product. This will likely require
between $5,000 and $10,000.
2. If your product tests
successfully, the capital to roll it out in a large scale
mail program. Presumably, you wouldn't develop a product
that could not support at least 100,000 mailables per month.
At an average cost of $1.00 per letter including postage,
layout, printing and list names, this will cost you $100,000
per month and you will need about three months of capital to
do it.
3. Your business must be
structured in a way to handle the potential challenges which
will inevitably arise from Better Business Bureau
complaints, governmental inquiries, customer complaints and
potential lawsuits. This structuring and doing it the right
way can cost you about $10,000. And even so, it's usually
not done right as there are very few people who really know
how to do it.
4. You need someone
experienced in addressing the above-mentioned issues and
handling them in the most damage-controlling way.
5. You need a reserve
(of money) for customer returns, which average about 10%.
6. You need a merchant
account that will accommodate your sales volume and not be
cancelled without notice. This is ALMOST IMPOSSIBLE to find.
In fact, I received a letter just a few days ago from a
person who started his mail business and had $90,000 in
sales in his first week... and... was then shut down by his
merchant processor. Now, this guy has no merchant account,
no way to sell his program, and $90,000 in funds frozen for
the next nine months while he sorts it out with the
all-powerful banks.
7. List Selection. You
need someone who has the skill and experience to know all
the rip-offs in the list selection game. This is a minefield
for the uninitiated. If you are new to this, you have some
very UNPLEASANT surprises in store for you.
8. Other Channel
Exploitation. My "Ray Kroc" people's experiences extend from
direct mail to newspaper ads, catalog, television shopping,
infomercials, online and offline. Increasingly, the most
successful roll-outs are those which exploit multiple
channels. Having access to those channels give you a
tremendous advantage.
I'll stop here but presumably, by now,
you've gotten the idea. If you haven't, you are brain-dead
and beyond all hope.
Ask yourself, can your $8/hour person
handle all this? Probably not.
Is it worth giving up a percentage of
profits to have someone handle all the headaches? Well, for
me it is. For Tony Robbins, it is. For Victoria Principal,
and hundreds of other entrepreneurs, it is.
Why? Because it's all LMS (Lesser
Mortal Shit) and you can generally make MORE MONEY focusing
on the things you are indispensable for... like writing copy
and finding new products. If you can have ten products
rolling-out within a year because you are free to do what you do
best... and... you give away a percentage of your profits to
do the rest... then you can probably still make a lot more
money with a lot less headaches than trying to get even one
project off the ground by yourself.
I hope this information is helpful to
you. If you would like for me and my "Ray Kroc" people to
explore the possibility of assisting you in testing and
rolling out product, your best option is to attend one of my
upcoming December seminars. The ones I've named "Root Canal"
seminars.
Okay, that's the email this guy received in
response to his question.
It is true you can explore this option
without coming to one of my upcoming seminars. But it won't
be the same. You see, in the "real world" there's something
called...
The "Sniff Test"
If you meet someone in person and
pass the "Sniff Test", it is very much more likely they will
agree to assist you in getting your project up and running
and exploiting it to its full potential.
That's one of the reasons why (if you are
indeed very serious about your future in direct marketing) I
hope to see you this December at either my Orlando or Los
Angeles seminars.
By the way, I've said over and over the
merchant account you process credit cards with is the
weakest link in your chain of success. Well, guess what? Two
of these "Ray Kroc" people actually have a fundamental
amount of control over two very large banks. These are guys
whose connections are so solid, they give you the greatest
possibility you can have of NOT having a problem with
getting your credit card orders processed.
That alone makes my "Root Canal" seminars
worth attending... even if... you already have a merchant
account.
Now listen VERY carefully: In the next issue
of this newsletter, I am going to reveal the most profitable
and little-known marketing secret I have discovered in more
than 30-years. If you could only read one issue of my
newsletter, I guarantee you, the next one that will appear
on this website in a few days will be THE ONE you should
read.
It is a secret that can make losing
promotions profitable.
It is a secret that can make profitable
promotions much more profitable.
It is a secret that can make a very
profitable promotions increase to almost "unbelievable"
profitability.
By the way...
I Am NOT Hiring Anyone
To Video Tape Or Audio Tape
My Upcoming December "Root Canal"
Seminars!
So if you
really want the information I am going to offer there (such
as the secrets I have never before revealed)... and... if
you really want to "get connected" to the people who can
make the profits of what you are working on go right through
the roof... then... you need to attend one (or even both) of
my December seminars... and... you must sign up as fast as humanly
possible.
Remember, the cost to attend this seminar is
