The real difference between ETHICAL people in business, and the "shady" dealers....

If you watch the news, every now and then you will see a news item of another UNETHICAL business-person going to jail.

How did they end up in such an ignoble end? To find out, you must go to earlier in their business "career".

Such people start out with similar mind sets. They believe that the only way you can make money is to "rip people off". They don't see that you can often make MORE money by providing excellent products and services, to customers who come back again and again.

This short-sightedness of theirs leads them on a road of dishonesty and trickery. They may make money... BUT only for a while. Their treachery eventually catches up with them, and they end up paying their debt to society from behind bars.

However, if you look around, you can find other ETHICAL business-people, who have made excellent profits, and also did it while creating many delighted customers. If you want LONG TERM success then these are the people to look up to!

What's the real secret? Let me tell you….

It's REPEAT customers.

You will make more money from a customer who buys from you again and again, than you will from a customer who only buys from you once.

Here's how you get repeat customers. It's by treating them right the first time.

If a customer has a good experience with you, then they will be delighted to buy from you again, and again, and again.

This is the "secret" which the shady operators never realize. They usually only plan to profit from each customer only once, before moving on to their next victim. They don't expect to see their victims ever again.

Yet, you can do better by making money from a customer over and over. If you over-deliver on your promises, these customers will want to come back to you again and again. Their positive experience means that they have learned that they can trust you.

If you have this ethical approach to business, it's important to keep a list of your customers. This way, you can contact them with any new offers or deals that you have for them. It's also a way of reminding them that you are there, and ready for more of their business whenever they want it.

Because they had a positive experience with you before, they are willing to return and purchase your products or services repeatedly.

That list of happy customers is as good to you as a continuous stream of money in the bank!

- Dien Rice

Since 1982 I've been selling "Info" products. I get an idea for a product or service....go out to my local area and "DO IT"....work the "bugs out"....make profits from it ....then....package it up into a program to show others how to duplicate what I've done.

In the 20 years I have had LESS THAN TEN complaints....out of the thousands of "Info" items I've sold.

In fact...every once in a while I pick up the phone, when I see a familiar name, call and ask, "Why are you ordering THIS? What happened to the other program you bought?"

The answer has always been, "Don! Your Sales Letters GET ME! I MUST see what your latest program is all about."

Since they know they "got their money's worth" with prior purchases....they order AGAIN....and AGAIN.

In fact...many people NEVER do anything with my type of products or programs...just set them in the garage where they gather dust.

Never could understand that.

Anyway....REPEAT business is where "it's at".

Don Alm

> If you watch the news, every now and then
> you will see a news item of another
> UNETHICAL business-person going to jail.

> How did they end up in such an ignoble end?
> To find out, you must go to earlier in their
> business "career".

> Such people start out with similar mind
> sets. They believe that the only way you can
> make money is to "rip people off".
> They don't see that you can often make MORE
> money by providing excellent products and
> services, to customers who come back again
> and again.

> This short-sightedness of theirs leads them
> on a road of dishonesty and trickery. They
> may make money... BUT only for a while.
> Their treachery eventually catches up with
> them, and they end up paying their debt to
> society from behind bars.

> However, if you look around, you can find
> other ETHICAL business-people, who have made
> excellent profits, and also did it while
> creating many delighted customers. If you
> want LONG TERM success then these are the
> people to look up to!

> What's the real secret? Let me tell you….

> It's REPEAT customers.

> You will make more money from a customer who
> buys from you again and again, than you will
> from a customer who only buys from you once.

> Here's how you get repeat customers. It's by
> treating them right the first time.

> If a customer has a good experience with
> you, then they will be delighted to buy from
> you again, and again, and again.

> This is the "secret" which the
> shady operators never realize. They usually
> only plan to profit from each customer only
> once, before moving on to their next victim.
> They don't expect to see their victims ever
> again.

> Yet, you can do better by making money from
> a customer over and over. If you
> over-deliver on your promises, these
> customers will want to come back to you
> again and again. Their positive experience
> means that they have learned that they can
> trust you.

> If you have this ethical approach to
> business, it's important to keep a list of
> your customers. This way, you can contact
> them with any new offers or deals that you
> have for them. It's also a way of reminding
> them that you are there, and ready for more
> of their business whenever they want it.

> Because they had a positive experience with
> you before, they are willing to return and
> purchase your products or services
> repeatedly.

> That list of happy customers is as good to
> you as a continuous stream of money in the
> bank!

> - Dien Rice




My Latest Money-Maker

Hi Don,

Your ideas are pretty addictive. And as you say, your writings are also quite persuasive.... :)

Once upon a time, they taught me (and a whole bunch of other students) about how to write "scientifically". I think this kind of stuff starts in high school.

"Scientific" writing is unemotional. Often, there's nobody there ("The bunsen burner was lit." Did nobody light it? Shouldn't it be, "I lit the bunsen burner"? It didn't light itself!)

Well, that's what I was taught.... I'm sure lots of others who did some "science" at school were taught the same thing.

One thing - this kind of writing often makes "ineffective" persuasive copy. :)

I think the best persuasive writing is often emotional (though there's a place for logic too)....

As Joe Karbo says, it's like a love letter. A love letter filled only with "logical" reasons will probably fall flat. People want to be "romanced", to feel emotion....

Logic helps too, of course, but emotion is what really moves people's hearts. Joe Sugarman says that people decide to buy on emotion, then justify it with logic....

Anyhow, what I'm getting at is that Don, your writing is emotional - it's almost impossible to read it and not have an emotional reaction! (Gordon has this gift too.) I think that may be why it's so good.... :)

- Dien Rice

"A PASSIONATE STORY"!

Most of the "stuff" I sell is based on my own personal experiences.....so....when I write copy about these programs I can "bring readers IN" by describing WHAT HAPPENED from a first party standpoint... how I got the "idea" for the program...how I put it together and what happened when I went out to the marketplace.

People LIKE to read "stories". Rather than listing bunch of "facts" listed about a program I "get readers INVOLVED....EMOTIONALLY...by taking them thru the STEPS I took to find success.

This approach gets readers to RELATE....where they start thinking, "Hey! This guy puts his pants on one leg at a time...just like me...so, this can't be all that dificult."

So...if you can relate to readers from first-hand
experience as to ....How the program got started...how it was put together...what happened when it was marketed...etc.

Makes for a "more personal" approach AND...gets their EMOTIONS flowing.

Works for me.

Don Alm

> Hi Don,

> Your ideas are pretty addictive. And as you
> say, your writings are also quite
> persuasive.... :)

> Once upon a time, they taught me (and a
> whole bunch of other students) about how to
> write "scientifically". I think
> this kind of stuff starts in high school.

> "Scientific" writing is
> unemotional. Often, there's nobody there
> ("The bunsen burner was lit." Did
> nobody light it? Shouldn't it be, "I
> lit the bunsen burner"? It didn't light
> itself!)

> Well, that's what I was taught.... I'm sure
> lots of others who did some
> "science" at school were taught
> the same thing.

> One thing - this kind of writing often makes
> crappy persuasive copy. :)

> I think the best persuasive writing is often
> emotional (though there's a place for logic
> too)....

> As Joe Karbo says, it's like a love letter.
> A love letter filled only with
> "logical" reasons will probably
> fall flat. People want to be
> "romanced", to feel emotion....

> Logic helps too, of course, but emotion is
> what really moves people's hearts. Joe
> Sugarman says that people decide to buy on
> emotion, then justify it with logic....

> Anyhow, what I'm getting at is that Don,
> you're writing is emotional - it's almost
> impossible to read it and not have an
> emotional reaction! (Gordon has this gift
> too.) I think that may be why it's so
> good.... :)

> - Dien Rice




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