This direct mail change my life...

35 replies
This direct mail piece from 1994 changed my life...

What Changed yours?







What have you applied that is similar?

What have you saved in your swipe file to use one day??

Note this was on "Conqueror laid Paper" sent in a handwritten envelope (also high quality)

The reason the response device is blank is "Results Corporation" followed up before I could respond.

This was my first introduction to a "Jay Abraham" type approach and subsequently I got a huge return over the years from acting on this mailer....

...Yes I could have learned the techniques somewhere else but this mailer got me so I saved it so I could share it some 20 years later on this new fangled Inter..webby thing...
#change #direct #life #mail
  • Profile picture of the author hardyfella
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  • Profile picture of the author vndnbrgj
    It looks like a nice twist on the Gary Hilbert dollar bill letter.
    Signature
    Life Begins At The End Of Your Comfort Zone
    - Neale Donald Wilson -
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  • Profile picture of the author TakenAction
    Hell of a direct mail piece, thanks!
    Signature

    The best thing you can do is put yourself out there.

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    • Profile picture of the author ewenmack
      Thanks Ozi.

      Are Results Group still around,
      or have they morphed into something else?

      Brad Sugars, founder of the worlds largest
      business coaching group got his start working there.

      In his early talks he mentioned some case studies
      which were from Results, however he never mentioned
      that.

      Results were deep into Jay Abraham's methodology.

      Best,
      Doctor E. Vile
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      • Profile picture of the author Oziboomer
        Originally Posted by ewenmack View Post

        Thanks Ozi.

        Are Results Group still around,
        or have they morphed into something else?

        Brad Sugars, founder of the worlds largest
        business coaching group got his start working there.

        In his early talks he mentioned some case studies
        which were from Results, however he never mentioned
        that.

        Results were deep into Jay Abraham's methodology.

        Best,
        Doctor E. Vile
        Chris Newton is still CEO I think . Results Corporation - Recession Proof Your Business

        Justin Roff-Marsh, from ballistix...who I've mentioned here before in regards to his relationship-centric marketing, came out of Results Corp also.

        They both have or had good newsletters and some really good stuff.

        Just read the welcome copy on results homepage for an education in positioning.

        I'd also encourage anyone to check out the free content Justin has on his site not only to study his philosophies but to understand a little about the value placed on "Implementation" rather than just the "Knowledge"
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        • Profile picture of the author ewenmack
          Originally Posted by Oziboomer View Post

          Chris Newton is still CEO I think . Results Corporation - Recession Proof Your Business

          "
          Interesting how Chris has gone away from
          what he taught and represented, a commercial
          profitable enterprise that works without you,
          or what Michael Gerber of the E Myth fame teaches.

          Best,
          Doctor E. Vile
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          • Profile picture of the author Oziboomer
            Originally Posted by ewenmack View Post

            Interesting how Chris has gone away from
            what he taught and represented, a commercial
            profitable enterprise that works without you,
            or what Michael Gerber of the E Myth fame teaches.

            Best,
            Doctor E. Vile
            I know how he feels...

            One of my clients was the largest architectural illustrator business in the Southern hemisphere...once she took her whole team to Hawaii for a reward.

            That was in the day before computer generated graphics took hold and you needed skilled graphic artists who knew how to use traditional gouache and watercolors and airbrushing etc to produce the representations of architectural plans into finished designs to show prospective investors and interested parties.

            She got to the point of sure having a great machine that pumped day in and day out producing high quality work...

            ...but for how long can you sustain that commitment and stress of managing a large workforce?

            She downsized and now has a far more enjoyable time working for the best clients doing the hours she wants and still enjoys a large financial reward.

            Somewhere...I don't quite know where...maybe you know Ewen...about the numbers of people that are the ideal number to comprise into a team or tribe?

            I think it was SEVEN

            Once you go above 7 you have to start breaking the groups up into managed groups and then you oversee the leaders of the respective groups.

            That's perhaps why people like Chris and even myself who have 8 staff contemplates the "SWEET-SPOT" where you had the ideal number that functioned without hassle and was easily managed and very profitable.

            It is also what causes many businesses fail to get past that point.

            The point of almost "hard to control" exponential growth that so many business owners aspire to but when confronted with they fail.

            It is the same reason why most businesses sell for a lower multiple of earnings than the publicly listed companies.

            Breaking through that barrier requires really good knowledge of business and the energy and motivation that can only be summoned a few times in your life.

            This is the ability of goal setting and whilst achieving those goals you keep setting new ones and not just goals but the mini steps required to get there.

            There is always the low after achieving the high.

            I know because I've been at or near the top of many of the goals I've set myself over the years and it is the "LULL" you get when you hit that "MILESTONE"...that often causes you to re-evaluate or just lose focus for a while.

            Being in business is a bit like being bi-polar....

            ...when you are HIGH you are indestructible and unstoppable...

            ...when you are LOW you think the world is against you.

            The real success in business is to manage those highs and lows and survive them to prosper over the long term.

            here's to the survivors !
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  • Profile picture of the author myattitude
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  • Profile picture of the author SashaLee
    Hi there,

    We do something like this almost monthly for clients in various industries. The tried and trusted cash grabber is always good, but we use all kinds of grabbers. The cheapest ones work just as well as the more expensive ones.

    This is key to the success of these kinds of thing in our experience:

    Originally Posted by Oziboomer View Post


    The reason the response device is blank is "Results Corporation" followed up before I could respond.
    A phone call prior and a follow up call after will boost response by as much as 5% all other aspects working in tandem. Standing alone a well written letter with grabber should pull a steady 2%.

    Thanks for sharing this.

    Think about it - that's 20 years old. Frank Kern sent out something almost identical a couple of years ago.

    All the best,

    Sasha.
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    • Profile picture of the author Oziboomer
      Originally Posted by SashaLee View Post

      We do something like this almost monthly for clients in various industries. The tried and trusted cash grabber is always good, but we use all kinds of grabbers. The cheapest ones work just as well as the more expensive ones.

      This is key to the success of these kinds of thing in our experience:

      A phone call prior and a follow up call after will boost response by as much as 5% all other aspects working in tandem. Standing alone a well written letter with grabber should pull a steady 2%.

      Thanks for sharing this.

      Think about it - that's 20 years old. Frank Kern sent out something almost identical a couple of years ago.

      All the best,

      Sasha.
      Thanks for your input Sasha,

      Apart from the prior phone call and follow up how would you improve results?

      Would you split test copy?

      Would you use a very selective list?

      What other things could people do now given we have such a fast response medium such as the Internet and Mobile?

      What sort of adaptations could different businesses make to utilise something similar in their industry?

      Best regards,

      Ozi
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      • Profile picture of the author SashaLee
        Hi there,

        Originally Posted by Oziboomer View Post

        Thanks for your input Sasha,

        Apart from the prior phone call and follow up how would you improve results?
        Results? I didn't see you post any results. If you're talking about how WE improve results we measure it strictly in revenue produced. We don't count pieces. Sales are the only thing that matters.

        Originally Posted by Oziboomer View Post

        Would you split test copy?
        Of course - testing is always a necessity when using direct mail. We have our controls and we test against those constantly using split testing and list segmenting.

        Originally Posted by Oziboomer View Post

        Would you use a very selective list?
        We always try to talk to somebody as opposed to everybody. That's not my creation - one of the greats said this and it's an absolute gem.

        Originally Posted by Oziboomer View Post

        What other things could people do now given we have such a fast response medium such as the Internet and Mobile?
        Certainly combining online efforts with offline methods is the ideal scenario but we've found the distraction level of online promotions yields lower response. For the companies we work with the internet properties serve more of a validation that the business exists, and is who they say they are by way of testimonials and videos.

        We experimented last year with sending out our sales letters on tablets - the tablet booted to our client's sales letter and sales video. We weren't pleased with the results. The campaign barely made a profit. It's on our shelf to re-try this one but not every client will risk the cost of shipping out a tablet.

        Originally Posted by Oziboomer View Post

        What sort of adaptations could different businesses make to utilise something similar in their industry?
        Again, it's message to market matching. Any direct mail piece can be modified and used as a testing ground. If it works, then figure out how to improve upon it. Add other grabbers, insert interactive pieces (peel and stick involvement pieces). There's a million ways you can change including the basic of simply changing the headline. Each must be tested to see whether they're a success or not. That's where the fun is - experimentation.

        All the best,

        Sasha.
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      • Profile picture of the author ronr
        Thanks for sharing. Great letter. I also first saw this type of Abraham/Halbert letter at least 20 years ago. It's still powerful. Who knows maybe more powerful since the amount of direct mail people get is lower than it once was.

        If using this today give them another option to go to your website and let them download a lead magnet. Then followup with autoresponder messages and/or direct mail followup sequence

        Also give them the option of calling and listening to a pre-recorded message or go to your website and watch a video. Another non-threatning way of getting them more involved.

        If you didn't follow by phone with everyone, if you at least followed up with the ones that downloaded or requested your lead magnet. They've raised their hands and are ripe for a call.

        Ron
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        • Profile picture of the author ewenmack
          If you were wanting to use this style letter,
          here's some ways that lift response...

          1 Be industry or type of business focused instead of generic, like this

          2 Bring in timely news

          3 Add a incentive for the action


          4 Lower the risk

          Lets be more specific on each one...

          1 Be industry or type of business focused instead of generic, like this

          The more generic something is, you are asking the reader to see how it
          will apply to their situation. Most won't exert that mental energy.

          So it could be for tire stores on how to turn phone
          price shoppers into customers without dropping prices.

          Specific in 2 areas, tire stores and a common experience
          they can relate to.

          2 Bring in timely news

          It could be the lower dollar and it's affects on importers

          It could be how resellers of a product are no longer
          getting critical support from the product maker

          It could be the Government has entered into a free trade agreement
          with another country which allows industry specific companies
          to enter into a new market

          It could be a individual company has got funding
          to grow their business

          3 Add a incentive for the action

          If you are going after male owned businesses, then it could be
          a ride in a Maserrati or other racing car. You used to be able to do that in Brisbane in the 90's,
          don't know about that now.

          A Californian accountant hires out a race track and racing cars
          so potential clients get to have a dream thrill.

          It could be to go in a draw to win a 10 day cruise.

          Remember, you are buying clients long term revenue.
          Just depends on how much you are prepared to invest to get that long term cash-flow.

          4 Lower the risk

          Inherently people look for the risk in a proposition.

          The risk can be perceived as...

          will my time be wasted
          will there be pressure put on being sold something
          what's the catch as it seems too good to be true

          You can minimize them by giving the reason why you are doing it.

          Give a penalty payment if they feel any of their fears become a reality.

          There you go, those are 4 areas you can check to see if you have them covered
          or can do better.

          Best,
          Doctor E. Vile
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          • Profile picture of the author Oziboomer
            Originally Posted by ewenmack View Post

            3 Add a incentive for the action

            If you are going after male owned businesses, then it could be
            a ride in a Maserrati or other racing car. You used to be able to do that in Brisbane in the 90's,
            don't know about that now.
            Thans Ewen,

            There is a online gift business in Australia called "red balloon"...

            It can be a good source to research what they think make good gifts for specific targets.

            When you check out "Gifts for Men" a HOT LAP in a car still comes up Number 1....

            https://www.redballoon.com.au/gifts-for-him
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            • Profile picture of the author MrFume
              Originally Posted by Oziboomer View Post

              Thans Ewen,

              There is a online gift business in Australia called "red balloon"...

              It can be a good source to research what they think make good gifts for specific targets.

              When you check out "Gifts for Men" a HOT LAP in a car still comes up Number 1....

              https://www.redballoon.com.au/gifts-for-him
              Yes, the lady who owns and runs 'Red Balloon' appears each week on 'Shark Tank' which is a great show for all kinds of business people, online included - i prefer the Aussie Shark Tank it has more authentic people on it.
              Signature

              The whole basis of what we do as human beings is based on Communication, nothing would be possible otherwise. I work with communication, publishing on the Web, digital media.
              Digital Media for a Noisy World

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        • Profile picture of the author Oziboomer
          Originally Posted by ronr View Post

          Thanks for sharing. Great letter. I also first saw this type of Abraham/Halbert letter at least 20 years ago. It's still powerful. Who knows maybe more powerful since the amount of direct mail people get is lower than it once was.

          If using this today give them another option to go to your website and let them download a lead magnet. Then followup with autoresponder messages and/or direct mail followup sequence

          Also give them the option of calling and listening to a pre-recorded message or go to your website and watch a video. Another non-threatning way of getting them more involved.

          If you didn't follow by phone with everyone, if you at least followed up with the ones that downloaded or requested your lead magnet. They've raised their hands and are ripe for a call.

          Ron
          Thanks Ron,

          Maybe you could add remarketing / retargeting pixels to the landing page for the lead magnet and have another crack at them online down the track whether they downloaded the magnet or not.
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    • Profile picture of the author TimothyW
      Originally Posted by SashaLee View Post

      Hi there,

      We do something like this almost monthly for clients in various industries. The tried and trusted cash grabber is always good, but we use all kinds of grabbers. The cheapest ones work just as well as the more expensive ones.

      This is key to the success of these kinds of thing in our experience:



      A phone call prior and a follow up call after will boost response by as much as 5% all other aspects working in tandem. Standing alone a well written letter with grabber should pull a steady 2%.

      Thanks for sharing this.

      Think about it - that's 20 years old. Frank Kern sent out something almost identical a couple of years ago.

      All the best,

      Sasha.
      Hi Sasha...

      I'm sure I'm not the only one wondering this...

      Can you tell us some of the other "grabbers" you have found to also be effective?

      What about "bumpy" mail?

      -- TW
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      • Profile picture of the author Oziboomer
        Originally Posted by TimothyW View Post

        What about "bumpy" mail?

        -- TW
        I'll give you an example of "bumpy" mail that was a fail...

        ...and it came from a well known marketer with the initials DK...

        I received a bullet casing with a wanted poster...

        sure memorable...

        BUT...

        I got a warning...I must dig it out because I think I've still got it....

        from Australian Customs and Border Protection...

        threatening me because I had attempted to import "firearms"...

        now although this was memorable...

        it was total PIA to go to a Justice of the Peace and make Statutory Declaration that I was unaware of the ballistic that had been sent to me.

        Not long after that escapade (hassle)...

        I became a NON subscriber.
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        • Profile picture of the author SashaLee
          Originally Posted by Oziboomer View Post

          I'll give you an example of "bumpy" mail that was a fail...

          ...and it came from a well known marketer with the initials DK...

          I received a bullet casing with a wanted poster...

          sure memorable...

          .
          Hi there,

          We received the same thing. It landed unopened on my desk and when that bullet slid out the first thing I thought was "How did this get through Customs?" (I'm in Europe).

          It definitely had shock factor but we never had the moxy to swipe it.

          We sent a condom once in a mail piece. It certainly protected the profits from multiplying. It didn't do well. We only go with "safe" grabbers now.

          All the best,

          Sasha.
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          • Profile picture of the author bizgrower
            Originally Posted by SashaLee View Post

            Hi there,

            We received the same thing. It landed unopened on my desk and when that bullet slid out the first thing I thought was "How did this get through Customs?" (I'm in Europe).

            It definitely had shock factor but we never had the moxy to swipe it.

            We sent a condom once in a mail piece. It certainly protected the profits from multiplying. It didn't do well. We only go with "safe" grabbers now.

            All the best,

            Sasha.
            I would not send a bullet casing in the US with gun sentiments and laws where they are now.

            Look at how our former Governor of Alaska, Sarah Palin, got so much flack for using gun range target images for the States she was targeting to win.

            Humor/being buzzworthy is always a risk.

            Dan
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            "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • what a great share - I thought I had collected everything - but this one is a true gem - I realize it fully now I have copied this letter in hand.

    True - the 3rd step can be updated to 2015 - here are how I would do it.

    Show them a screenshot of an ad or a homepage of theirs with a personal url under it - then retarget them all over the internet and then follow up by phone a few days after.

    ...again - great share!
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    Offline Coach - Programmer since 1995 - Over 40 Projects In 10 Countries
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    [Offline Coaching] Will Teach You How to Get To $500 | [Offline Leads] Not Death Yet Icelandic Way To 5k Paydays...
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  • Profile picture of the author TimothyW
    Thanks for posting ALL of it!! Every last word + page!

    -- TW
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  • Profile picture of the author bizgrower
    ^^^^^

    You should send DK a bill for your time, plus nuisance fee.
    Signature

    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author TimothyW
    One of DK's marketing "rules" is...

    "If you are not pissing off a certain percentage of your audience,
    you're doing something wrong."

    Which is normally a good way of looking at things.
    But, maybe the bullet thing takes that notion too far!

    -- TW
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  • Profile picture of the author Oziboomer
    I can understand taking a position with your business and repelling people who are not a good fit or who may not be profitable>

    I can't understand why you'd piss off the people who are clients and already on an ascension path.

    One area people fail to look at is the psychological triggers or even the chemical triggers that various marketing pieces create in the prospect's mind.

    The key is producing a very relevant, to your market, piece of material that doesn't have any bad cortisol triggers that cause a person to become non-responsive.

    Sure using the "twisting the knife" is a way to get people to realise the pain that they are in but in some cases that may not lead them to making a decision or choosing your solution.

    What I like about the letter I posted is there is nothing to get me on a negative path...

    ...even when they use the "there must be a catch"...most might start to twist the knife...but...

    there is only the "self-disqualifying" component of your business must be turning over $150K.

    It is an easy to digest message and easy to respond to and even easier to respond when they follow up and make the booking and send a great salesman to close the deal.
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  • Profile picture of the author TimothyW
    Just to clarify... I'm sure DK never meant that one should piss off a certain percentage of one's audience, just for the sake of pissing them off!

    I'm sure he meant something like this...

    One's marketing must be engaging -- and to do that, it (by definition) cannot be boring.
    To not be boring, it must contain a certain degree of DRAMA -- which means a certain degree
    of CONFLICT. There must be a certain amount of BOLDNESS somewhere, so it makes a statement, and stands out in some way.

    When the marketing is on the RIGHT TRACK in those ways, it will *inevitably* "piss off" or offend a certain % of the audience.

    That pissed off factor is not a GOAL! It is unfortunate, but necessary collateral damage!
    That it is present is a hallmark of being on the right path.

    > If you haven't pissed off a certain % of your audience, you must've stayed too bland.
    > If are on the RIGHT path, you will certainly piss off a certain % of your audience...
    but the reverse is not NECESSARILY so.
    > That is, it is perfectly possible to piss off a certain % of your audience,
    and NOT be on the right track!!


    Yes, all of that is totally logical.

    -- TW
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  • Profile picture of the author misterme
    I use that same Gary Halbert framework to sell a course.
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    • Profile picture of the author ronr
      So you received this mailer and before you could respond they followed up by phone and sold you on their offer?

      Did the mailer impress you enough that you were more receptive to their followup call?

      How has it changes your life?

      thanks, Ron
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      • Profile picture of the author Oziboomer
        Originally Posted by ronr View Post

        So you received this mailer and before you could respond they followed up by phone and sold you on their offer?

        Did the mailer impress you enough that you were more receptive to their followup call?

        How has it changes your life?

        thanks, Ron
        I received the follow up phone call maybe two days after I received the letter and it was pretty hard to resist the opportunity to have someone, who was obviously a professional, come and analyse my personal situation.

        The offer from the letter was a phone consultation but when they followed up they quickly moved from offering a phone consultation to a "face to face" consultation at my business.

        The phone consult was really a pre-qualifying call to make sure I was a good prospect and financial enough to afford Results Corp fees.

        At the time although businesses did get cold calls offering a variety of services it was in the day when the cold caller was usually a native English speaking sales professional as opposed to the high volume of trash calls we get nowadays.

        This was in a day before the internet was available to business...well it was just a blip with I think only one ISP in Australia and mobile phones were only just starting to get used which is why the response device was designed to be faxed or you could call the free call number. 1800 numbers were usually only something large businesses could afford so it also added to the authority of the letter.

        The product that was being sold was an "Advertising and Marketing Support Program"

        It was a modular type of training package where you received a regular mailed 30 page guide to a variety of marketing principles along with some audio tapes of Chris Newton discussing strategies or interviewing someone.

        The introduction module I received was geared to Retail...although I'm sure it would only have a few minor modifications to target whatever segment results went after.

        It basically covered an overview of where you were going to go over the next five months ( I think it was 5 months)

        Ran along the lines of:

        Welcome & where to start
        The look of your communication
        Effective Communication
        Collecting and Using Information
        What to write about
        Using Direct mail
        Incentives an rewards programs
        Customer re-activation
        Closed door sales
        Newsletters
        Customer Acquisition
        Templates for advertising
        managing cashflow and Collecting debts

        Then each month you got more modules like

        Selling Strategies
        Telemarketing
        Host beneficiary relationships
        Referral systems

        You also got partnered with a consultant who touched base every now and then and you had the opportunity to use "Critique Checks" where you could buy a consultation to go over a particular piece of marketing material with the results team.

        If I recall the cost of the program was $4600 up front and some recurring but I'm not sure now what that was.

        Results Corp also had various networking events and conferences that they either organised or promoted.

        My business benefited immensely from the strategies I learned and my turnover nearly doubled in the following eighteen months and then continued to have good growth ever since. The only times we've had slow growth was after 9/11 and GFC but even in those years we still improved.

        The biggest results came from the following:

        Better Yellow Pages adverts
        Upsell systems
        Referrals generated by developing a system to get referrals
        Customer retention through a Customer Club and mailed monthly Newsletter
        Developing strategic partnerships with other businesses who would exchange clients with us.
        Better sales scripts for Inbound Telephone enquiries.
        Better positioning and product mix.
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  • Profile picture of the author ronr
    Great response, thanks for sharing the information.
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  • Profile picture of the author zigzag67
    Interesting for sure...
    Signature
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  • Profile picture of the author Oziboomer
    That feeling you get when you know you totally deserve to be eligible to receive the help that an advertiser is offering is a powerful force.

    The threads like
    http://www.warriorforum.com/offline-...verts-pay.html

    just compel you to read more...

    and there are several others that have the same power.

    Some of the power contained in the message of the letter I shared is the power of community or inclusiveness.....is that a word?

    When I read "A Pool Builder" unlocks 250% in the first week.

    I was a tradie at the time so if a "Pool builder" could do it....heck....I'd knock it out of the park!

    Also the words "you must be a business owner or be in a position to make decisions about the future direction of your company"

    "YES...I can make decisions!"

    I'd encourage you to study the power of the words that are written as I would also encourage study of the "old" methods shared in the thread I mentioned above because when you can wield that power or know someone who can "create it for you"...you will unlock part of the puzzle that all businesses must solve to attract the right prospects and convert them into clients.
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