2005 - 10-27-05

To which I calmly replied, "Mel, let me ask you something. Were the ads that produced all those bad checks profitable?"

"Yes, they were," he replied.

"Well then," I thundered at him...

"You Should Wish You Had A Barn Full Of Those Checks!"

In a newsletter I wrote a long time ago, I talked about a man who sold information books on a COD (Cash On Delivery) basis. I told my readers how he had a 50% non-acceptance rate which meant he was only making $250,000 per week profit!

Try and understand this: The "game" (if you will) of direct marketing is all about psychology and arithmetic. If you understand human psychology (TRULY understand it) and you understand arithmetic... you will make a box car full of fungolas.

If you do not understand these two important elements of direct marketing, you will just limp along making survival money or perhaps no money whatsoever.

End of digression.

Let's get to the second (and last) primary reason people do not use the 30-day hold. It is because they are not well funded.

I'm going to ask you a question and I bet very few of you get the answer right.

You're all aware of the sales letter I wrote of which 600 million were mailed, right? Let's say you wrote a letter today just as strong as the one I wrote lo those many years ago... and... you could mail 600 million of them. Let us say those letters would cost you 70¢ apiece to mail. Here's the question: