2005 - 09-15-05

You Don't Have A Clue

Of The Obstacles You Are

Going To Have To Overcome!

First of all, you're not going to have time
to write any more copy for any more projects. Nope.
Someone's going to have to man the phones to take the
orders. Your time will be spent either taking those orders
yourself or supervising your employees or keeping a close on
the telephone answering service you might hire.

And the same thing will happen with the mail
orders. Either you have to pick up the mail yourself or have
an employee do it and someone has to deposit all those
checks.

And someone has to fill all those orders.
Again, it's either you, your employees you're having to
supervise, or some fulfillment agency you're watching.

Of course, you'll also have to have a merchant
account to process your credit card orders. And that, my
friend, is when
you will find how delicate that particular link in your
chain of success is. There's a very good possibility your
merchant account (even if you've had it for 20-years) will be canceled... without any warning
whatsoever. This might result simply because you did
something that caused a legitimate but abrupt increase in
your income flow. Or it might be canceled because a few nut cases
have called the bank operating your merchant account
with irrational complaints about your company.

Or, your merchant account might be canceled, believe it or not, for no
rational reason whatsoever. Maybe
some underpaid clerk at the bank was having a bad hair day
and resented the idea you were taking in
a lot of money.

Most of you think if you run your
business in an ethical and upright manner you'll never have
to worry about customer complaints. You couldn't be more
wrong. Customers (and even non-customers) will complain about
anything imaginable. Once, I mailed one of my semi-famous
dollar bill letters to a lot of people and the first line of
the letter read: