2005 - 10-27-05

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.

Let me pause here a moment to tell you a true story.

There's a man named Melvin Powers who owns Wilshire Books in the Los Angeles area. Years ago he wrote a book about how to become a mail order millionaire. The problem was, Melvin, himself, did not know how to become a mail order millionaire. That's because most of his books were sold through retail outlets. So Melvin hired me to write a full-page newspaper ad for him selling his book. I used a lot of the copy and sales arguments he had already been using in the ad he had created. I changed some of it but the main change was the addition of the 30-day hold.