Early to Rise Saturday September 18, 2004 By Michael Masterson Today:
* 4 things that all successful ads have * The only important thing to look for on a "healthy" bread or cereal label * Do you remember what life was like in the U.S. in 1958? Plus: * This Week's Most Compelling "Speak Out" Topic * This Week in Early to Rise * This Week's Pop Quiz * Answers to This Week's Pop Quiz *Advertisement* A Savings Account that Earns 32.7% Per Year You'll never hear about this account at your local bank: * There's No Minimum or Maximum Deposit * It Keeps Your Money 100% Liquid * It can pay you dividends, and? * Bring you 30 times the annual return of a Typical Savings Account With one phone call, the only savings account used by Wall Street's greatest investors can earn you 30%+ per year... with dividends as high as 124%. To find out more about the Expert's Savings Account, click here: http://www.agora-inc.com/reports/EVI/WEVIE723/home.cfm WEALTH How to Write a Moneymaking Ad About 20 years ago, David Ogilvy observed that successful print advertisements have certain characteristics -- and these observations still hold true: * Copy has priority over illustration. * Body copy is set in serif type. * Copy is set in three columns, 35 to 45 characters wide. * Copy is set in black type on a white background. You can't go wrong by sticking to the basics. Direct marketing is based on selling through words, and good print advertising emphasizes that by giving the words priority and making them easy to read. Forget about clever. Disdain awards given for ads that are "different." Your purpose as a marketer is to create sales by communicating strong ideas. HEALTH Is "Country Garden Seven-Grain, Cracked-Wheat, Stone-Ground, Natural Harvest Bread Good for You? When you're shopping for healthy bread and cereal, don't be fooled by a deep-brown color or by terms such as "multigrain," "cracked wheat," "seven-grain," "stone-ground," "100% wheat," or "enriched flour." Instead, look for only one thing on the label: "100% whole grain." The manufacturer can't use that phrase unless the main ingredient in the product is a whole grain (wheat, rye, etc.). If you can't find 100% whole grain, look for a product that contains the highest percentage of whole-grain ingredients. *Advertisement* It's a Lot of Bull! Don't believe what you've been told about your health... Tired of getting health advice from fat doctors with pasty faces and big red noses? Sick of people telling you "eat less meat?" Reclaim the masculinity you had when you were 20: http://www.agora-inc.com/reports/BUL/WBULE266 WISDOM Bill Bonner Remembers 1958 "Back in 1958, America was a not only a net exporter . . but the largest net exporter in the world. Now, it is the largest importer. "Back in 1958, America was the world's largest creditor. Now it is its largest debtor -- with a net financial deficit of $4 trillion dollars. "Back in 1958, the national savings rate was over 10%. Today . . . it is near 1%. "Back in 1958, total debt in the U.S. was under 150% of GDP. Today it is over 300% . . . a level never before seen. "Back in 1958, a gallon of gas cost . . . what . . . we don't recall, but we remember spending 25 cents for a gallon only a few years later. We also remember someone coming out to pump the gas and clean the windshield while we waited. "We're not saying 1958 was better. Back then, if you wanted to buy a house or a car, you had to save up to make a down payment. And we had to watch Amos & Andy or The Honeymooners on TV; we had no reality shows or celebrity boobs at half time. And you couldn't come down here to Nicaragua and work in an air-conditioned office as though you had never left home. "In 1958, our family built a house. We do not recall any hassles with zoning boards, building inspectors, environmental panels or other busybodies. Our father designed it and built it himself . . . following his inner architect. It is still standing . . . as big an eyesore as ever. "And when Eisenhower spoke, you didn't have the pleasure of trying to figure out how the sentences fit together or what they meant; they were pretty straightforward. And you didn't have the thrill of trying to guess what the dollar would be worth next year . . . or how America could possibly pay its bills. "Nor did we have the benefit of at least 80% of the laws now on the books. People were still allowed to call each other names or make jokes without going to jail. You could still drive around country roads and throw beer cans out the window. "And can you imagine . . . when you took a trip on an airplane, you were treated as though you were an important customer, rather than someone bent on the destruction of the planet. There were no x-rays . . . no body searches . . . no moronic questions . . . no Homeland Security. In fact, there was no Homeland at all . . . just a big, open, free, cheap, solvent, loony and agreeable country we called America. "We miss it." (Source: Bill Bonner's "Daily Reckoning") This Week's Most Compelling "Speak Out" Topic In the General Discussion forum of our website, the thread titled "Marketing Question/Scenario: A Temporarily Free Service?" has the potential to be interesting and useful. Long in to share your thoughts on the matter. (http://speakoutforum.com/forum/viewtopic.php?t=307) Do you have a comment or question on this -- or any other topic that would be of interest to your fellow ETR readers? Post it on "Speak Out" *Advertisement* Think $43 Oil and $2 Gallons of Gas Are Bad? Get ready for prices four times that high! The most devastating financial event in 150 years will arrive July 2, 2006. That's my best estimate. And no, you won't hear any bells go off. They won't even talk about it on the nightly news... until it's too late! Do nothing, lose everything... Or you can make as much as 668% on the two stocks that are set to soar as the chaos unfolds... http://www.agora-inc.com/reports/OST/WOSTE819 This Week in Early to Rise 9-13-04 Proven Secrets for Super Successful Meetings Ram Charon, author of "What the CEO Wants You to Know," tells us that the reason many business meetings fail to come up with a workable game plan is that though it looks as if the group has come to a general agreement, what they have really done is bought into "silent lies and a lack of closure." The way to avoid that problem is to make sure that everyone at the meeting is part of the decision-making dialogue -- and, usually, that means you have to limit the number of people involved. 9-14-04 What You Can Learn From Kilwin's Ice Cream Shop About Attracting Customers Two stores directly across from each other provide an interesting study. The first, "The Nutrition Cottage," is a medium-sized health food store featuring nutritional supplements, vitamins, groceries, and a juice and coffee bar. The second, "Kilwin's Chocolates and Ice Cream," is a small shop offering "old fashioned" candy and ice cream. How are they doing? 9-15-04 What Is a "Good Investment" What makes a "good" investment? How do you know if one particular investment opportunity is better than another? What are the important factors to consider when deciding whether an investment is "good" or "bad"? Specifically, what do you need to know? Today, Dr. Steve Sjuggerud answers those questions. 9-16-04 What Is Holding You Back? Are You Putting Off Your Dreams? How are you doing with your transformation? Are you moving forward at a rewarding rate? Or have things slowed down recently? Is your life visibly changing the way you want it to? Or are you still stuck with the same problems? 9-17-04 The Solution to High Gas Prices You've been working hard at a blue-collar job for years and, suddenly, you've got a big problem: You just had a heart attack. What do you do now? As Justin Ford tells us today, the answer for Peter P. was real estate. This Week's Pop Quiz How much do you remember about some of the things you learned this week in ETR? The answers to this week's Pop Quiz are at the end of today's message. Part I: 1. In my experience, there is a limit to the number of people that can effectively deal with a particular problem or issue. As a result, depending on the intended purpose of a business meeting, it's a good idea to limit the number of people who attend. My rule for roundtable meetings, for example, is "no more than eight." What is my recommendation for brainstorming sessions? (a) 3, (b) 6, or (c) 12. (Message #1213) 2. In Message #1214, we looked at two businesses in downtown Delray Beach, Florida -- Kilwin's Chocolates and Ice Cream and Nutrition Cottage. I suggested several reasons why Kilwin's is doing much more business than its neighbor across the street. How many can you remember? 3. In simplest terms, you can rate an investment by looking at its risk vs. return ratio. In other words, the lower the risk and the higher the expected return, the better the investment. True or False? (Message #1215) 4. If you feel that you've made pretty good progress toward achieving your goals but are currently stalled, you need to admit to yourself that you have probably slipped into a "comfort zone" -- a way of seeming to be making progress without really getting anywhere. What is the best way to get out of this rut? (a) Just sit and wait and, eventually, you will have a breakthrough, (b) forget this goal and try something else, or (c) take action. (Message #1216) 5. In Message #1217, Justin Ford told us the story of Peter P., who tells us that one of the secrets of his success as a real-estate investor is to "drive slow." What does he mean by that? Part II: Quick Tips/It's Good to Know 6. One good reason to use a credit card instead of cash/check is because, under the federal Fair Credit Billing Act, if you have a problem concerning merchandise or services that you have charged, the credit-card company will step in to try to resolve the situation. True or False? (Message #1213) 7. One 12-ounce can of soda has the equivalent of almost (a) 2 teaspoons of sugar, (b) 10 teaspoons of sugar, or (c) 2 cups of sugar. (Message #1214) 8. You can qualify for a reverse mortgage on your house if (a) you're over the age of 62, (b) you're over the age of 72, or (c) you are no longer living in the house. (Message #1215) 9. In the U.S., the marketing business is (a) growing, (b) dying, or (c) at a standstill. (Message #1216) 10. In Message #1217, we made the point that many people earn less than they could because (a) they lack skills, (b) they don't work hard enough, or (c) they have low self-esteem and a fear of failure. Part III: Word to the Wise 11. You might use the word "dialectic" when describing (a) a discussion, (b) a piece of art, or (c) a haircut. (Message #1213) 12. To "peregrinate" means to (a) raise homing pigeons, (b) study a subject in depth, or (c) travel from place to place. (Message #1214) 13. A "placebo" has something to do with (a) making maps, (b) testing drugs, or (c) composing music. (Message #1215) 14. A "compendium" is (a) a short, complete summary, (b) a long, drawn-out explanation, or (c) a series of footnotes. (Message #1216) 15. If I were to describe you as a "functionary," I would mean that you are a worker who holds an office or performs a particular official function. True or False? (Message #1217) Answers to This Week's Pop Quiz 1. a - When it comes to brainstorming, I have found that three is the perfect number for generating breakthrough ideas. 2. (1) Kilwin's has its irresistible products in plain sight, while Nutrition Cottage uses signs posted in the window to try to promote them. (2) Kilwin's has a fan blowing the aroma of chocolate into the street and offers free samples, while you can't even see inside Nutrition Cottage. (3) Kilwin's sells one thing and one thing only: delicious sweets. Nutrition Cottage has a mixed message of health products, smoothies, and coffee. 3. True 4. c - Nothing you can tell yourself, nothing you can say to others, nothing you can think or feel or imagine is going to get you out of the mental bog you're mired in. The only thing that can rescue you is action. Physical, get-up-and-do-something action. 5. Peter has identified two neighborhoods where he finds the best value and growth potential. Whenever he drives home from just about anywhere, heâ??ll cut through one of them. Other times, heâ??ll zigzag through the two neighborhoods specifically looking for new â??for saleâ?? signs. And heâ??ll drive slow. He knows not just most but every single property thatâ??s for sale in these neighborhoods -- whether they're listed by a real-estate agency or by an owner -- just about the moment they become available. This has allowed him to act on rare opportunities the moment an under-priced property appears on the market. And thatâ??s key . . . because properties offering good value donâ??t tend to stay on the market long. 6. True 7. b 8. a 9. a - In 2004, U.S. businesses will spend $168 billion on advertising (television, cable, radio, Internet, magazines, and signage -- not including direct mail), according to PriceWaterhouseCoopers Global. That's up about $13 billion from last year. Projected spending is $175 billion next year and $186 billion in 2006. 10. c 11. a - A "dialectic" is an exchange of logical arguments. 12. c 13. b - A "placebo" is an inactive substance that is used as a control in a test to determine the effectiveness of a drug. 14. a 15. Michael Masterson Copyright ETR, LLC, 2004 ALL CONTENTS OF THIS E-MAIL ARE COPYRIGHT 2004 BY ETR, LLC. ALL RIGHTS RESERVED: REPRODUCING ANY PART OF THIS DOCUMENT IS PROHIBITED WITHOUT THE EXPRESS WRITTEN CONSENT OF EARLY TO RISE. Protected by U.S. Copyright Law {Title 17 U.S.C. Section 101 et seq., Title 18 U.S.C. 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