2005 - 10-27-05

Let's see what the numbers look like using the worst of the above cases. Okay, so you double your gross, which now means you take in $4,000 and you double your refund rate (from 10% to 20%) which is $800 in refunds and you still have to subtract the $1,000 for the cost of advertising. That means you've now got $2,200.

Here's another thing that, from my exalted guru status I firmly believe:

$2,800 Is Better Than $800

Now let's take an even worse case scenario. Let's say using the 30-day hold increases your sales by 50% but triples your refund rate. In this case, you will have gross sales of $3,000 minus $900 in refunds minus $1,000 for advertising. That leaves you with $1,100.

So, as you can plainly see, using dismal figures like this worst case scenario, you still have $1,100... which... at least to my befuddled brain... is better than $800.

Consider this fact: I have been in direct marketing since just before George Washington was elected the first president of the United States. And in all that time, I have never known anyone who used the 30-day hold to go back and start doing business again without the 30-day hold.

Now Why Doesn't Everybody

Use This Powerful Secret?

First of all, most people don't know about it.

Those who do know about it, don't know just HOW POWERFUL this secret is. They have no idea what a HUGE INCREASE using the 30-day hold will make in their bottom-line profits.

There are two more reasons people do not use this technique:

The first is fear. They are irrationally afraid the 30-day hold will cause all (or maybe 70, 80 or 90%) of their customers to return what they are selling and decline to pay for it. To my knowledge, something like this has NEVER happened. I suppose it is remotely possible if you are selling something utterly worthless. But I want to repeat something: I personally have NEVER known anyone who used this 30-day hold without SUBSTANTIALLY INCREASING their bottom-line profits.