Not yet a believer?

Dear ETR Reader - How much do you really believe it could happen to YOU? At the 2010 Info-Marketing Bootcamp, we'll do everything possible to help you start a real, income-producing Internet business. We've enlisted experts in marketing and business building to teach you all they know... Experts like Noah St. John... Rich Schefren... Drayton Bird... Jennifer Stevens... and Brian Edmondson... Experts who actually use the secrets they teach, every day, to make money for themselves and others. But many of these experts may seem pretty removed from where you are now. They make millions, while you may be earning five figures. They have decades of experience, while you may be just starting out. They have already "made it," while you are still dreaming of what "making it" is like. That's why we were so pleased to get one of our "mystery" speakers on board for the ETR 2010 Info-Marketing Bootcamp. Now, this speaker may seem intimidating at first. After all, she's spent 25 years in the direct marketing and publishing industries. She's a best-selling author. She's headed up multi-million dollar companies. But she's got a special edge that none of our other presenters have... You see, she started her own business. From scratch. Just this year. Last year at this time, she was in the same boat you are. She had an idea. She had a passion. She wanted to venture out on her own. And she DID IT - with a start-up budget of just $10,000. Now, she has her own Internet business. A list of 10,000 readers. An impressive line-up of joint venture partners. And money coming in the door. (In fact, she's on track to break the $1 million dollar mark!) She is right in the eye of the entrepreneurial hurricane. Which means she knows not only exactly how you feel... She also knows how to turn that itch into a full-fledged business that brings in money TODAY. Of course, I'm talking about none other than MaryEllen Tribby, ETR's former Publisher and CEO. At Bootcamp this November, she promises to be straight with you about exactly what it takes to build and grow a business online today. She's not going to sugar coat anything. She's not going to leave one secret out. In fact, she hinted that she plans to disclose the single most important skill an entrepreneur (or any level of businessperson) can develop... It's not copywriting. It's not marketing. It's not business management. And NO ONE offers lessons on how to do it. But at Bootcamp, MaryEllen will "break the silence" and tell you everything you need to know about how to master this skill and use it to your own advantage. Put MaryEllen's secrets together with the high-level marketing and business ideas our other speakers will be revealing... And you'll have everything you need to build and grow your own money-making Internet business... and turn that not-quite-believable dream into reality. Come to Bootcamp in November. We'll make you a believer. Jason Holland Managing Editor Early to Rise       You are receiving this e-mail as a part of your subscription to Early to Rise. Nothing in this e-mail should be considered personalized financial advice. Although our employees may answer your general customer service questions, they are not licensed under securities laws to address your particular investment situation. No communication by our employees to you should be deemed as personalized financial advice. We expressly forbid our writers from having a financial interest in any security recommended to our readers. All of our employees and agents must wait 24 hours after on-line publication or 72 hours after the mailing of printed-only publication prior to following an initial recommendation. Any investments recommended in this letter should be made only after consulting with your investment advisor and only after reviewing the prospectus or financial statements of the company. _____ To unsubscribe from Early to Rise and any associated external offers, Click here To cancel or for any other subscription issues, write us at: Order Processing Center Attn: Customer Service PO Box 7835 Delray Beach, Florida 33482

ETR: The Big Idea

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Issue No. 0011 - $1.00
Never Be Cute or Clever By Jason Holland Managing Editor One of the first things Michael Masterson and my other mentors here at Early to Rise taught me is that "clever" marketing copy may be fun to write... but it doesn't work. The kind of copy that works is based on knowing -- really knowing -- what will motivate your prospect to buy. That takes in-depth research and a thorough understanding of the product or service you're trying to sell. In his essay today, Michael explains this fundamental approach and shows you how implementing it can more than double your marketing revenues... -----------------------------------------------------Highly Recommended----------------------------------------------------- Why You Don't Need to Be an Author to Have a Bestselling Book A Florida martial arts expert "found" a dusty old book. Then he turned it into estimated sales of over $20,000 in one month. With another book, he's pulled in over $332,250. A 30-something Internet marketer used the same formula to dig up his own bestseller. The little-known art book he found made $19,453 in just 3 weeks. The books weren't first editions. They weren't famous. They weren't wildly popular. Best of all? These hidden treasure troves don't have to cost you a penny. You could unearth the next bestseller. And make a bundle with your own "Info-Net Marketing" business. Find out how right here. "In the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'." Leo Burnett The Big Idea By Michael Masterson I have learned many valuable lessons from my 15-year consulting relationship with Agora's legendary CEO, marketing genius Bill Bonner. None is more important than the "big idea." The concept was originated by David Ogilvy, perhaps the most successful commercial advertising man who ever lived. Nowadays, Bill is recognized as the man who brought the big idea to information publishing. And by doing so, he has sold more than a billion dollars' worth of publications. I know. I saw him do it. I want to share Bill's secret with you today. It may be the best direct-marketing technique of them all. When I started consulting with Agora in the early 1990s, I came equipped with half a dozen theories about direct marketing that I had used to start a bunch of successful businesses. We applied some of these theories to Agora's marketing, and did very well. But when I worked directly with Bill, I discovered an entirely new way to create blockbuster promotions. I had never heard of the big idea at that point. But when Bill told me about it, I went directly to Ogilvy's book, Ogilvy on Advertising, and studied it from cover to cover. I remember being particularly struck by the following: "You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. "Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process." How do you recognize a big idea? Just ask yourself these five questions, said Ogilvy: 1. Did it make me gasp when I first saw it? 2. Do I wish I had thought of it myself? 3. Is it unique? 4. Does it fit the strategy to perfection? 5. Could it be used for 30 years? The first package that came over my desk my first week with Agora was a prime example of a big idea promotion. It was written by Lee Euler for a newsletter called Strategic Investing. The copy was formatted as a "bookalog" (a direct-mail format, new at the time, that looks like a paperback book) and titled "Plague of the Black Debt." It was a huge success. If memory serves, Agora mailed more than 14 million of those bookalogs and generated more than $7 million in revenues. The novelty of the format was an important part of the promotion's success. Just as important was the copy itself. It opened with this: "You don't have to be a conservative, a liberal, or anything at all to understand that America is about to be flattened by a tidal wave... "That's right, folks. Now that Clinton's budget bill has passed -- and if his economic projections are on target -- we're going to add $1 trillion to the federal debt in the next four years. That's more than George Bush added in his four years. And it's almost as much as Reagan added in eight years. "It doesn't matter whether you prefer my figures or Bill Clinton's. We're merely talking about different shades of disaster. When you're dead, you're dead. There aren't some people who are 'more dead' than others." This wasn't the first big idea package Agora had mailed. The very first promotion Bill wrote for the International Living newsletter was based on a big idea. It was the "control package" for almost 20 years. All told, 30 million pieces must have mailed. (If Bill had gotten two cents per piece -- standard for copywriters -- he would have made $600,000 in royalties!) The big idea of the International Living package was presented this way: "You look out your window, past your gardener, who is busily pruning the lemon, cherry, and fig trees... amidst the splendor of gardenias, hibiscus, and hollyhocks. "The sky is clear blue. The sea is a deeper blue, sparkling with sunlight. "A gentle breeze comes drifting in from the ocean, clean and refreshing, as your maid brings you breakfast in bed. "For a moment, you think you have died and gone to heaven. "But this paradise is real. And affordable. In fact, it costs only half as much to live this dream lifestyle... as it would to stay in your own home!" I was eager to learn how to write big idea promotions myself. But it wasn't easy. My first few attempts fell flat. I asked Bill about it and he gave me a Yoda-like answer that I didn't really understand. Bill's protege at the time was John Forde, a bright young man with a classical education. John had developed an intuitive way of decoding Bill's cryptic way of answering questions. He was very helpful in getting me closer to mastering the big idea. Writing about the big idea some years later in his Copywriter's Roundtable e-newsletter, John had this to say about it: "Think about it. "When you have a 'great' conversation... read a 'great' book... or see a 'great' documentary... what grabs you? Is it the litany of small details? Or the golden thread that unites them? "More often, for most of us, it's the latter. "And the more you 'get' the core idea behind a story, a speech, a revelation... the more memorable that one core message becomes. "This is just as true in sales copy. "One message, well developed, just has more impact than ads -- short or long -- that are overloaded with competing ideas." When I finally figured out how to apply the big idea to direct marketing, I was able to teach it to some of Agora's young marketing bucks. One of them, Porter Stansberry, soon wrote one of the biggest big idea packages in Agora's history. His big idea, in a nutshell, was that the Internet was going to have as big an impact on the 21st century as the railroad had had on the 20th century. Here's how he expressed it in his lead: "Imagine yourself wearing a top hat and tails, on the balcony of a private rail car, the wind whistling past as you sip the finest French champagne... "It's 1850; the railroad is growing like a vine towards the west. And, although you don't know it yet, the same rail that you are riding on today will soon more than triple your wealth, making you and your family into one of the great American dynasties... "America's economic history is illuminated by such stories of quick fortunes made by daring entrepreneurs with new technologies -- railroads, motorcars, and more recently, computers. I've spent nearly my entire professional life studying exactly how great entrepreneurs made their fortunes -- both in the past and today. What I've learned contradicts what most people believe about wealth building -- and explains why 95% of mutual fund managers can't beat the market's average return. "I'm writing to you today to show you what I've found. This year, four out of the six stocks I've picked for a well-known investment club have more than doubled the S&P 500's return for all of last year. Meanwhile the other stocks are poised to earn more than my first recommendations combined by the end of this year. I'll show you exactly how I did it. But for now, flash back again -- it's 1908... "You're an urban banker in Detroit, living a life of country clubs and summer ballroom parties..." Throughout its history, Agora has published hundreds of big idea packages. And they have been a big part of the company's growth -- from an $8 million business when I started working with them to one with revenues in excess of $300 million today. The big idea is now widely known and talked about. But most direct-response marketers who use this technique fail because they don't' really understand how to do it. Recently, Bill and I met with the copywriters for one of Agora's financial advisory divisions. They presented us with a number of leads that they thought contained big ideas. In almost every case, they were wrong. One of those leads predicted that China and the U.S. were going to be battling it out over the dollar, and that this was going to have a major effect on investing in the next 10 or 15 years. "Well, that's not really a big idea," Bill said. They all looked at us, wide-eyed. "How could that not be a big idea?" the writer of the lead said. "Our two economies combined dwarf most of the rest of the world. If we get into a major fight with one another, it will affect every investment everywhere." "That's a big concept," I chimed in. "But it's not a big idea." "Isn't that just semantics?" someone else asked. "Big idea, big concept. Don't they both mean the same thing?" The answer was no. A big and definite no. But, though we tried, we were not able to get them to understand exactly what we meant by a big idea. ("It's ironic," I remember thinking. "I've become a Yoda too!") These young copywriters were producing the promotions Agora was relying on. So I set to work to write down for them, in the clearest terms, just what the big idea is and what it isn't. Here's what I came up with... Let's start with a definition that borrows from Ogilvy: A big idea is an idea that is instantly comprehended as important, exciting, and beneficial. It also leads to an inevitable conclusion, a conclusion that makes it easy to sell your product. Furthermore, it is an idea that will continue to be important and exciting for a long time. That's a mouthful. So let's break it down. A big idea is important. By important, I mean important to the customer -- not the copywriter -- and relevant to the product being sold. The devaluation of the dollar may be important to American investors, in general. But it won't be important to a customer who is being asked to buy a newsletter about a type of investment that won't be affected by the dollar's decline. The swine flu may be important to this same customer -- but it cannot possibly be relevant in a sales letter that is selling investment advice. A big idea is exciting. You are not going to excite your customer by repeating the predictions or promises that the rest of the media is publishing. They have already been exposed to those ideas. To provoke real excitement, you need to go beyond the conventional. You need to find some new angle that makes your customer sit up and pay attention. A big idea is beneficial. The excitement created must benefit the customer. Put differently, it should make the customer want to buy the product being sold. Let's say you're selling grass-fed beef. You can get your customer excited by telling him about how quickly people in this country are becoming poor. But that kind of excitement will make him less -- not more -- likely to buy the expensive type of meat you're selling. A big idea leads to an inevitable conclusion. The big idea must contain some internal logic that is fundamentally simple. It must be easy to grasp and easy to see how the product you are selling solves a particular problem or delivers on a stated promise. The best big ideas tie into something that makes the product unique. As soon as the customer hears the idea, he begins to feel the need for the product, even before it is mentioned in the copy. The best big ideas do all of that work with very few words. The sale is half-made in the headline or by the end of the first paragraph. Let me give you three examples. In this first example, the big idea is aimed at readers concerned about health-related issues: How the French Live Longer Than Everyone Else... Even though they eat like kings and smoke like chimneys! This headline offers to solve a riddle that has puzzled the reader for many years: Why do the French -- who eat cheese, meat, and rich sauces -- stay so thin? And another riddle that the reader just discovered by reading the headline: Why do the French -- who smoke like chimneys -- outlive everyone else?! Implicit, here, is a promise that will appeal to almost anyone: You can eat like the French eat... and lose weight... and live longer. This next example is a big idea that would interest avid golfers: Want to slash strokes from your game almost overnight? Amazing Secret Discovered by One-Legged Golfer Adds 50 Yards to Your Drives, Eliminates Hooks and Slices... and Can Slash Up To 10 Strokes From Your Game Almost Overnight! The idea that there's a secret discovered by a one-legged golfer is exciting. It implies that if the reader has two legs, he'll have an even greater advantage. Plus, the promise that this secret could add 50 yards to his drives and slash up to 10 strokes from his game is both VERY important and beneficial. The reader can't help but come to the conclusion that he needs this secret. Finally, here's an example geared toward savvy investors: Outlawed for 41 years, now legal again, this investment launched the largest family fortune the world has ever seen... and could return 665% in the next 12 months. The big idea is that this secret investment was once illegal. It's exciting, because it's the same investment that launched the largest family fortune in history. What's more, once the reader learns what this investment is, he could stand to make a 665 percent return on his money in a year or less. That makes it important and beneficial. The inevitable conclusion: "I've got to read this and find out what this investment is." If you want to become a master of the big idea, keep reading Early to Rise. We'll be writing about the concept in the future. And you can see it in action by reading the newsletter each day. -----------------------------------------------------Highly Recommended----------------------------------------------------- Wouldn't You Love to Be In On That Conversation? Imagine stepping into a room filled with half a dozen of today's most successful business owners. Michael Masterson is relaxing on a couch in the center of this high-profile group - they are some of his closest friends and business associates. Everyone is chatting comfortably. But make no mistake... some of the hottest business deals, investments, and money-making strategies are being discussed. The latest, hidden profit opportunity that could generate over $28,000 in just a couple weeks... The real estate deal that could generate 100% return (or more) within a few weeks, without ever owning a single piece of property... Playing into the "Great Diamond Hoax" that has the potential to return 15% to 40% ROI in a single transaction that costs little or no time. (And that's just a tiny taste of the deals being discussed.) And now you can be right there with them... We want your feedback! Let us know your thoughts on today's issue. Email us at: AskETR@ETRFeedback.com
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Copyright © 2010 Early to Rise, LLC. NOTE: If URLs do not appear as live links in your e-mail program, please cut and paste the full URL into the location or address field of your browser. Disclaimer: Early to Rise only recommends products that we've either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission. We will never recommend any product that does not have a 100% money-back satisfaction guarantee. Nothing in this e-mail should be considered personalized Financial Advice. Although our employees may answer your general customer service questions, they are not licensed under securities laws to address your particular investment situation. No communication by our employees to you should be deemed as personalized Financial Advice. We expressly forbid our writers from having a financial interest in any security recommended to our readers. All of our employees and agents must wait 24 hours after on-line publication or 72 hours after the mailing of printed-only publication prior to following an initial recommendation. Any investments recommended in this letter should be made only after consulting with your investment advisor and only after reviewing the prospectus or financial statements of the company. To unsubscribe from Early to Rise and any associated external offers, Click here. To contact us, please visit... http://www.supportatetr.com/helpdesk To cancel or for any other subscription issues, write us at: Order Processing Center Attn: Customer Service PO Box 7835 Delray Beach, Florida 33482

ETR: The Anti-Amazon Business Model

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Issue No. 0010 - $1.00
The Anti-Amazon Business Model By Jason Holland Managing Editor It's been a decade since the Internet bubble burst. But many people still have the wrong idea about how to make money online. Yes, Amazon survived the bubble and has thrived – but that doesn't mean it should be your model. In fact, it's a perfect example of what a start-up Internet business shouldn't be. There's a better alternative. It's perfect for beginning entrepreneurs. You don't have to be a "techie." And the start-up costs can be just a few hundred dollars -- even zero, if you know a few tricks. -----------------------------------------------------Highly Recommended----------------------------------------------------- The First Major Shift in Business Thinking Since the 1937 Publication of Think and Grow Rich Michael Masterson's New York Times and Wall Street Journal bestseller, Ready, Fire, Aim, lays out a completely new approach to business and life.  It's the blueprint that helped Michael go from pool installer to self-employed multimillionaire before his 40th birthday.  And it's so practical and sensible that anyone with an average intelligence can use it to make their first $1 million... $50 million... $100 million or more! Find out more here! "The Internet is a powerful way to make lots of money." Sumner Redstone The Best Business in the World By Michael Masterson It was a tough assignment. I was asked to speak to Agora's top people about "everything we had learned in the last nine years about selling our publications through the Internet." There was so much to cover. So many new tricks, techniques, and protocols. And most of it had been discovered by the same people I was talking to: the 40 people who headed our 20 divisions. I made a long list of all the "new things" we had learned. It was overwhelming. So I put it down and forgot about it for a week. When I picked it up again, I sorted the items on the list into "very important," "important," and "not so important." Then I put it away for another week. The next time I picked up the list, it no longer seemed so daunting. I realized that I knew all the "very important" secrets quite well. They were the same secrets we used back in the days when we did direct marketing through the mail. But that raised some questions. If all the important secrets were the same, why had Agora's revenues and profits soared? Why had Agora's competitors not grown as much? What were they not doing that we were doing? After some thought, I realized that it all came down to the business model Agora had been using.  I don't know whether I coined the term or borrowed it, but I dubbed it Info-Net Marketing. Info-Net Marketing is a combination of information publishing (our industry), direct marketing via e-mail (our primary marketing method), and the Internet (our medium). And in the years since 2000, these three elements have converged in a very powerful way. Looking back at it now, it's clear that getting involved with Info-Net Marketing back then was a good move. And although some of the bloom is off the rose, it is still a very good business to be in today. In fact, it is probably the best way for newcomers to get in the game. By newcomers, I mean young people fresh out of college, middle-aged people who want a career change, and retired people looking to make extra income working a few hours a week. You can understand why I say Info-Net Marketing is the "best business in the world" for newcomers by looking at the main advantages of each of its three elements. Information Publishing You can keep dozens, even hundreds, of digital products in "storage." And you can sell them to your customer base, a little at a time, indefinitely. Direct Marketing You can start out small and keep testing new products and promotions cheaply. When you find something that works, you can "run it out" quickly. The Internet Because of the low cost of customer contact via e-mail, you can communicate with your customers daily -- and thus significantly increase (even quintuple) the lifetime value of each buyer. If you want to get into a new business without spending a ton of money, you should definitely consider Info-Net Marketing. If you come to one of ETR's Bootcamps, you will meet dozens of people who have already done it -- the "chicken entrepreneurship" way -- starting with very little and proceeding cautiously. It's the Info-Net Marketing model that sets Agora apart from its competitors -- especially the direct-marketing component. Most people who have started online businesses in the past 10 or so years have used models based on affiliate marketing and advertising. These sometimes work, but they are more costly and much less efficient than direct marketing. Plus, they don't give you the chance to "run" with your winners. Let me give you a quick example of how Info-Net Marketing works... Let's say you write a book or have one written. From the book, you create a special report. The special report focuses on one of the best ideas the book has to offer. You sell that report inexpensively online -- maybe even give it away for free. The report is used to draw in prospective customers -- to develop your own house file. Essentially, you use the report to capture names and e-mail addresses. As they come in, you give those folks more stuff -- good stuff -- for free. You give them a free e-mail newsletter. You send them occasional "news" alerts. You start to build a relationship. How often do you communicate with your house file? Daily. Why not? Thanks to the Internet, it costs next to nothing. And this has radically changed our business. In the old days, when we communicated with our customers through the mail, it cost about 50 cents per contact (for printing costs, postage, etc.). If, on average, each customer was worth $30 in sales to you over the course of a year, how often could you afford to do a mailing? Maybe once a month. Tops. But now, as I said, you can "talk" to your customers on a regular basis. And before long, they recognize your name. Not only that, but because of all that good free stuff you've been sending them, they think of you as a source of reliable, useful information. That's when you can begin to sell them things -- starting with the book you used to create that original special report. Then, based on the same book, you sell webinars, teleconferences, live seminars, and "thin-sliced" reports. For each thin-sliced report, you take one of the chapters from the book and make it bigger and deeper. And you sell those reports for $50 apiece, $100 apiece, and $500 apiece. Then you develop the information in those reports into additional products -- all the way up to personalized coaching programs that you can sell to the people on your list for thousands. Your fixed costs for all of these products are extremely low. But the profit potential is ultimately huge. This is the dynamic model Agora uses. With Info-Net Marketing, direct marketing meets information publishing meets the Internet. It really is the best business in the world. [Ed. Note: Agora's Info-Net Marketing model is what Michael Masterson (and a dozen other Internet, marketing, and business-building experts) taught during ETR's Info-Marketing Bootcamp. You may not have been able to make it in person, but you can still attend the conference "virtually." Check out the Bootcamp Home Study Program here.] -----------------------------------------------------Highly Recommended----------------------------------------------------- Why You Don't Need to Be an Author to Have a Best-Selling Book A Florida martial arts expert "found" a dusty old book. Then he turned it into estimated sales of over $20,000 in one month. With another book, he's pulled in over $332,252. A 30-something Internet marketer used the same formula to dig up his own best-seller. The little-known art book he found made $19,453 in just 3 weeks. The books weren't first editions. They weren't famous. They weren't wildly popular. Best of all? These hidden treasure troves don't have to cost you a penny. You could unearth the next best seller. Find out how right here. We want your feedback! Let us know your thoughts on today's issue. Email us at: AskETR@ETRFeedback.com
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Copyright © 2010 Early to Rise, LLC. NOTE: If URLs do not appear as live links in your e-mail program, please cut and paste the full URL into the location or address field of your browser. Disclaimer: Early to Rise only recommends products that we've either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission. We will never recommend any product that does not have a 100% money-back satisfaction guarantee. Nothing in this e-mail should be considered personalized Financial Advice. Although our employees may answer your general customer service questions, they are not licensed under securities laws to address your particular investment situation. No communication by our employees to you should be deemed as personalized Financial Advice. We expressly forbid our writers from having a financial interest in any security recommended to our readers. All of our employees and agents must wait 24 hours after on-line publication or 72 hours after the mailing of printed-only publication prior to following an initial recommendation. Any investments recommended in this letter should be made only after consulting with your investment advisor and only after reviewing the prospectus or financial statements of the company. To unsubscribe from Early to Rise and any associated external offers, Click here. To contact us, please visit... http://www.supportatetr.com/helpdesk To cancel or for any other subscription issues, write us at: Order Processing Center Attn: Customer Service PO Box 7835 Delray Beach, Florida 33482

ETR: The Power of One

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Issue No. 0009 - $1.00
Are You Sabotaging Your Writing? By Jason Holland Managing Editor It makes it hard for people to understand your ideas. It dilutes the impact of your e-mails, memos, blog posts, newsletter articles, sales letters... everything you write. And it interferes with your ability to achieve your business and personal goals. In his essay today, Michael Masterson exposes this all-too-common mistake that people make when trying to communicate. And he gives you a simple "rule" to follow to make sure you never do it again. -----------------------------------------------------Highly Recommended----------------------------------------------------- FREE… Why? What's the Catch? Let me cut to the chase: Michael Masterson has agreed to give a copy of his Wall Street Journal and New York Times bestselling book, Ready, Fire, Aim just for accepting a trial membership to his "insider's" newsletter: The Liberty Street League. Try the Liberty Street League out for 90 days (paying less than the cost of a "decent" dinner for two)… and if you don't like it just let us know and we'll give you your money back – and you get to keep the book! Get in on this incredible offer here. "Focus is a matter of deciding what things you're not going to do." John Carmack The Power of One By Michael Masterson One of the biggest lessons I've learned about writing came to me soon after I began writing ETR. Like many writers, I often tried to put too much into each essay. I began with a main idea. But when that idea suggested a second one and then a third, I put those in too. That was a mistake. It made the essay too long and cumbersome. And instead of gaining power, the message weakened. My strongest pieces -- the ones that got the most positive responses from ETR readers -- were those that focused on one good and useful idea. By restricting myself that way, I managed to say more in fewer words. So I came up with a rule that I asked everyone writing for ETR to abide by. I called it "The Rule of One" -- and it was very simple: Write about only one thing at a time. Because one good idea, clearly and convincingly presented, is better than a dozen so-so ideas strung together. I truly believed that following this rule would always produce better writing... and it did. Several years later, I introduced The Rule of One to Agora's writers at a creative retreat. Many of them have used it since then, to great effect. Then, I divulged it to hundreds of attendees at our annual Bootcamp in Delray Beach, FL. I'm sure that many of them, too, have used it to improve their writing. All of my best essays and briefs for ETR have followed this rule, including several you've seen: The Only Business Start-Up Strategy I Recommend The idea: The best (and lowest-risk) way to start your own business is to keep your day job while working on your entrepreneurial venture at night and on weekends. You can quit when your new business is bringing in more than your regular income. How to Avoid the Conceit of Outside Knowledge The idea: Just because you have been a longtime customer of a restaurant or another type of business doesn't mean you are capable of running a similar one. There are many hidden "secrets" to every type of business -- not visible to outsiders -- that are critical to success. The Best Way to Surpass Your Peers and Rise to the Top of Any Business The idea: Working harder than your co-workers and competitors will guarantee your success. A Business Question You Must Be Able to Answer The idea: Before you can sell a product, you need to find out if people will buy it. How to Become What You Want to Be The idea: You can't actually BE a writer unless you write -- just as you can't be a pilot if you don't fly planes, a philanthropist if you don't give away money, an entrepreneur if you don't start a business... and so on. Recently, I have been thinking (and writing) about how bestselling books are crafted. Many of them seem to follow The Rule of One. Consider these classic business bestsellers: What Color Is Your Parachute? by Richard Bolles The idea: Finding a life-changing new job that you love is the key to happiness. The Tipping Point by Malcolm Gladwell The idea: There is a pattern to commercial and cultural trends. If you understand the pattern, you can use that knowledge to benefit yourself and others. Scientific Advertising by Claude Hopkins The idea: The purpose of advertising is to sell, not entertain or win creative awards. The Long Tail by Chris Anderson The idea: Extremely low storage and delivery costs for digital information products have made marketing niche products extremely profitable. Now, Discover Your Strengths by Marcus Buckingham and Donald Clifton The idea: The best way to motivate employees (and improve your business) is to focus on their strengths rather than correct their weaknesses. Who Moved My Cheese? by Spencer Johnson The idea: Change is inevitable. So you must be prepared to change or you'll be left behind. And here's another example: Suzy Welch, a former Editor of the Harvard Business Review (and the wife of Jack Welch, the former CEO of General Electric) was given a million-dollar contract by Scribner to publish 10-10-10, a book based on a variation of a single good idea that's been around for years: Before you make a decision, consider the impact it will have on you in 10 minutes, 10 months, and 10 years. We have taught ETR readers to think that way many times since we began publishing in 2000. But we never thought of turning the idea into a book. Shame on us. If you are planning to write a book, you probably have lots of ideas that you want to include. Figure out which one is the strongest, and focus on it. That's what I did with Ready, Fire, Aim. Though this book contains just about everything I know about starting and growing entrepreneurial businesses, the title zeros in on the one idea I thought was the strongest and most useful. And this may be the reason it got so many positive reviews. Most of the industry people we showed it to said it was the best book I've ever written. My other books have plenty of good ideas in them. But they were designed to be comprehensive and were titled that way. This one took better advantage of The Rule of One. The best thing about The Rule of One is that it's not just for writing books and articles. You can also apply it to your business goals. Before you go into a meeting, for example, think about the one thing you'd like to accomplish. Make that one thing your priority, and hammer away at it. You'll be amazed at how often you will end up leaving the meeting with that goal accomplished. Use The Rule of One at business lunches, too, and even parties. Challenge yourself: "Who is the best person I can network with here?" And "What is the one best thing I can say to that person to capture his interest?" Spend some time today looking at work you've done -- ads you've written, products you've created, goals you've set. How could you make them stronger by applying The Rule of One? -----------------------------------------------------Highly Recommended----------------------------------------------------- Invest In "The Other Side Of Gold" Over the past eight years, gold has become one of the world's best performing asset classes. Many "experts" these days suggest getting on board this gravy train via gold futures contracts, gold backed CDs, rare coins and even mining stocks. But the "goldbugs" in ETR's Liberty Street League have a little-known technique that's even better. This investment is super-liquid, you can buy and sell it almost instantly, anywhere in the world, and the transaction fees you pay are a fraction of other investments. Find out more here... We want your feedback! Let us know your thoughts on today's issue. Email us at: AskETR@ETRFeedback.com
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Copyright © 2010 Early to Rise, LLC. NOTE: If URLs do not appear as live links in your e-mail program, please cut and paste the full URL into the location or address field of your browser. Disclaimer: Early to Rise only recommends products that we've either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission. We will never recommend any product that does not have a 100% money-back satisfaction guarantee. Nothing in this e-mail should be considered personalized Financial Advice. Although our employees may answer your general customer service questions, they are not licensed under securities laws to address your particular investment situation. No communication by our employees to you should be deemed as personalized Financial Advice. We expressly forbid our writers from having a financial interest in any security recommended to our readers. All of our employees and agents must wait 24 hours after on-line publication or 72 hours after the mailing of printed-only publication prior to following an initial recommendation. Any investments recommended in this letter should be made only after consulting with your investment advisor and only after reviewing the prospectus or financial statements of the company. To unsubscribe from Early to Rise and any associated external offers, Click here. To contact us, please visit... http://www.supportatetr.com/helpdesk To cancel or for any other subscription issues, write us at: Order Processing Center Attn: Customer Service PO Box 7835 Delray Beach, Florida 33482

ETR: Learn Direct Marketing Now or Perish

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Issue No. 0008 - $1.00
The Other Way to Advertise By Jason Holland Managing Editor Image advertising -- the realm of big corporations with million-dollar budgets -- gets all the accolades and attention. (Think Super Bowl commercials.) But quietly, in the background, another type of advertising -- one that does far more than build brand awareness that hopefully will lead to sales -- is doing $1.2 trillion in business worldwide. And the cost of entry is low enough that it's perfect for small businesses. Even one-man start-ups. In his essay today, Michael Masterson explains how to do it right. -----------------------------------------------------Highly Recommended----------------------------------------------------- "Fast Responders" Get it For FREE If you act right now to claim your copy of Ready, Fire, Aim... you qualify to receive the special offer we're reserving exclusively for "Fast Responder" readers... folks who are used to getting in on the best ideas early... and having the opportunity to make money from them the fastest. Respond today and you'll be rewarded right away. You'll receive Ready, Fire, Aim absolutely FREE of charge! (Others will have to pay $27.95 to buy it at a local bookstore.) But please keep in mind: this special offer could expire at ANY time. So it's important that you act quickly to lock in your FREE copy of Ready, Fire, Aim. Let me show you how... "Never stop testing, and your advertising will never stop improving." David Ogilvy Learn Direct Marketing Now or Perish By Michael Masterson The other day I saw an ad one of my clients had posted on the Internet. The copy was weak. It lacked an "Aha!" idea. Its lead was wrongheaded, it had insufficient substantiation, and no social proof. I mentioned this to my client's marketing exec. "I agree. It's not very strong," she said. "But it has been doing very well." "That's interesting," I replied. "Can I see the test results?" "We didn't test it," she said. "But the numbers are better than those we usually get for this advertising slot." Coming to the conclusion that copy is "working" without having tested it indicates a complete lack of understanding of the basics of the direct-marketing business. Because the wonderful thing about direct marketing is that you can measure response and predict -- with statistical certainty -- the outcome of your future efforts. But unless you have completed a valid split-test and received statistically reliable results, you don't have any idea whether a promotion worked as well as it should have. If this were the only time I'd encountered this error I wouldn't be writing about it today. But I have seen it a hundred times. It is amazingly common in the world of Internet marketing -- and that is especially disturbing because the Internet has made testing much easier and quicker. And that is one reason why the Internet is perfect for direct-response marketers. However, if you don't truly know the game, your Internet business could be in jeopardy. Let me explain. The Illusion of Temporary Success The Internet was such a hot medium for nearly a decade that almost anybody who stuck their hand into the World Wide Web bowl came out with a golden apple. Some of us who were already direct-mail pros when the boom began in 1999 saw the remarkable results and jumped in. Others hesitated. Perhaps it was because the numbers looked "too good to be true." Those of us who went forward didn't yet understand much about the technical aspects of marketing on the Net. We left that to young people who were already modestly Internet savvy. They knew how to "surf the Web." They were smart. So we hired them. We created the products and wrote the promotional copy. And they posted our copy on websites and created lists of e-mail addresses to send it to. Everything worked. We were happy. Many of those youngsters eventually went out on their own. They went out into the virtual world and sold themselves as marketing experts. That seemed odd to us, because they didn't seem to know anything about direct-response marketing. But their lack of understanding didn't matter for them or their clients. Everything that was done turned out either good or great. Over the past two years, though, that has changed. If you've been marketing your products via the Internet, you know exactly what I mean. A Challenging New World Gone are the days of easy pickings. The bubble was huge. And now it is rapidly deflating. Response rates are crashing Refunds are rising. Bad debt is soaring. Sell-through values are plummeting. Problem is, everyone and their mother-in-law have gotten into Internet marketing. They learned how to knock off successful Internet businesses by taking courses proffered by those young "experts." And Google (and a thousand companies that service Google) made the process easier by providing them with hundreds of tools for monitoring their competitors. But what they learned were "outside" tricks and techniques that have nothing to do with the valuable inside knowledge necessary for long-term success. The young whippersnappers touting the latest gimmicks don't know the fundamentals of direct marketing. And what they don't know, they can't teach. As a result, their "students" have no idea of what really matters: how to build a strong relationship with your customers so they come back to buy from you again and again. A Thousand Vanishing Experts Bill Bonner recently remarked, "Ten years ago, we had a dozen viable competitors. Today, we have a thousand." He is right. But 990 of them don't understand the science of direct marketing. And that is why now -- with all this competition and an increasingly jaded marketplace -- results are crashing and hardly anybody knows what to do about it. Well, I know what to do about it: Get back to the basics. If you don't know how to test scientifically -- or if you do know but you think it's not necessary -- your Internet business doesn't have a chance. What You Need to Know Now To be successful from now on, you will have to develop expertise in direct marketing. And that means mastering the following skills: Creating "irresistible" offers Structuring statistically valid price, term, refund, and premium tests Determining the true lifetime value of every new customer Calculating "allowable acquisition costs" Measuring responsiveness by media source Figuring the "doubling date" or "half-life" of new offers Creating "gauntlet" and "pummel" programs for new customers Purging unproductive prospects Discovering your "optimal selling strategy" Brainstorming for the "Aha!" idea Understanding the Architecture of Persuasion Using The Four-Legged Stool Test Implementing The Rule of One Using archetypal leads Designing effective Peer Reviews Efficiently managing The CUB Critique If you don't have these skills -- or if your key people don't have them -- consider your business to be in trouble. The market is tough now, and it will be much tougher as every month passes. What You Can Do -- but You Have to Act Quickly! I know half a dozen world-class copywriters who have great programs that teach half of this stuff -- the creative half. But there is only one program I know of that teaches the science of direct marketing. I'm talking about the program published by Early to Rise (which is owned by the most successful direct-marketing information publisher in the world). If you are serious about staying in the game and are not totally confident that you have mastered the science of direct marketing, go here. By the way, in case you are wondering what happened to that marketing executive who didn't understand scientific testing... Ten years ago, I would have told my client to fire her. Instead, I suggested that he put her and the rest of his marketing team through an intensive direct-marketing program -- the one I just recommended to you. Find out more at the link above. -----------------------------------------------------Highly Recommended----------------------------------------------------- 1000s of USA Citizens Now Drawing On Hidden "Home Equity" (Better Than a Loan Since You Don't Have to Pay It Back) This entirely legal arrangement could allow you to collect $500 to $1,000 -- and repeat that over and over again. It is not the traditional "Home Equity Loan" or line of credit you may be familiar with. It's actually far better. Nearly every USA citizen over 40 can collect, at the very least, $50 to $1,500, says "Hidden Home Equity" expert Tom Herman. The Suffolk, Virginia News-Herald reports no-pay-back "Hidden Home Equity" paid out in amounts of $40,000, $350,000, even $1.5 million. Plus, you may be eligible even if you don't currently own a home. Find out all the details in this FREE special report. We want your feedback! Let us know your thoughts on today's issue. Email us at: AskETR@ETRFeedback.com
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Copyright © 2010 Early to Rise, LLC. NOTE: If URLs do not appear as live links in your e-mail program, please cut and paste the full URL into the location or address field of your browser. Disclaimer: Early to Rise only recommends products that we've either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission. We will never recommend any product that does not have a 100% money-back satisfaction guarantee. Nothing in this e-mail should be considered personalized Financial Advice. Although our employees may answer your general customer service questions, they are not licensed under securities laws to address your particular investment situation. No communication by our employees to you should be deemed as personalized Financial Advice. We expressly forbid our writers from having a financial interest in any security recommended to our readers. All of our employees and agents must wait 24 hours after on-line publication or 72 hours after the mailing of printed-only publication prior to following an initial recommendation. Any investments recommended in this letter should be made only after consulting with your investment advisor and only after reviewing the prospectus or financial statements of the company. To unsubscribe from Early to Rise and any associated external offers, Click here. To contact us, please visit... http://www.supportatetr.com/helpdesk To cancel or for any other subscription issues, write us at: Order Processing Center Attn: Customer Service PO Box 7835 Delray Beach, Florida 33482

ETR: From Rich to Poor

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Issue No. 0007 - $1.00
-----------------------------------------------------Highly Recommended----------------------------------------------------- Why You Don't Need to Be an Author to Have a Bestselling Book A Florida martial arts expert "found" a dusty old book. Then he turned it into estimated sales of over $20,000 in one month. With another book, he's pulled in over $332,250. A 30-something Internet marketer used the same formula to dig up his own bestseller. The little-known art book he found made $19,453 in just 3 weeks. These books weren't first editions. They weren't famous. They weren't wildly popular. Best of all? These hidden treasure troves don't have to cost you a penny. You could unearth the next bestseller. Find out how right here. From Rich to Poor and Back Again By Jason Holland Bob Cox is the creator of Early to Rise's Epiphany Alliance program, and a success coach for thousands of ETR readers. He's a self-made millionaire, in-demand business consultant, co-founder of the original home shopping channel, and he personally mentored four men who went on to become billionaires. Bob worked hard for his success. But, as you'll learn from the following interview Michael Masterson and I did with him, he could have had millions handed to him on a silver platter. Except for a decision he made at 18... Michael: Jason has been doing some research on you, Bob. He says that you are really into money. Bob: I love money more than anything in the world. Michael: I like a man who doesn't mince words. But what about the wife and kiddies? Bob: And what about Leila, my adorable dog? Michael: Yeah, what about them? Bob: Obviously, I love them. But my top priority is making money. I say I love money because it shocks people into understanding something true. Money is important. Michael: Yes, it is. Bob: I love money because it allows me to have the relationships and things I love in life. Money is a tool to give me what I want and take care of what I love. What's wrong with that? Jason: But what about wanting too much money? Bob: Too much money? Let me you ask you something, Jason. Be honest with me. Have you ever been in a situation where having too much money was a problem? Jason: Well, no. But... Bob: Money is not an end in itself, it is just a vehicle. It creates freedom and options in your life. Jason: But how does that actually work? If you're always thinking about money and going after money, aren't you going to neglect your family? Bob: Having more money means having more power. And more freedom. If I have more power and freedom, I can do more for my family. I can send my kids to the best schools. I can buy my wife her favorite car. I can take my family on trips around the world. Jason: When did money become so important in your life? Bob: That's an interesting question. It wasn't important when I was young, because I had a lot of money. I was raised by my grandfather, a Methodist minister who went into business. He became very wealthy. He and my grandmother -- I call them Dad and Mom -- gave me everything. Having unlimited access to money, I never thought about it. Michael: I didn't know your family was wealthy. I had the impression that you were a self-made man. Bob: I am. First I was rich but dependent. Then I was independent but poor. Then I got smart and got rich again, but I stayed independent. Michael: That's interesting. Explain. Bob: I had a great childhood. "Dad" (my grandfather) was so successful that he and his sons (my uncles) had big houses, luxury cars, several planes, and a jet. I remember going to Cincinnati Reds games by private plane. And back in the 1950s, that was a big deal. I would wake up in the morning and Dad would say, "Don has tickets to the game." We would fly up from Clearwater, Florida, go to the park, have hot dogs and Cokes, watch the game, and fly home that night. Jason: Did you see your real mom growing up? Bob: About every five years. She was a very beautiful woman, looked like Ava Gardner. She ended up being married 11 times. She lived what she believed was an independent life, but she was always supported by my grandfather. Michael: I see a theme here. Independence. Bob: Very true. Growing up the way I did -- being abandoned by my natural parents and seeing how they lived their lives -- it made me appreciate the difference between having money and being independently wealthy. There's a big difference. Jason: You said you were rich, then poor, then rich again. How did you get poor? Bob: I had a disagreement with Dad. Michael: Do tell. Bob: I was living the good life, going to the beach with my friends. I was a surfer, a pretty darn good one, too. Not a bad kid, but obsessed with the girls, the waves, the sunny days. Everything was groovy, as we used to say, until Dad insisted that I go to college where my older brother had gone, a private school in Illinois. My brother warned me. It was a very puritanical school. You couldn't talk to girls. You couldn't party. And it was cold. Miserably cold. Jason: And? Bob: And so I refused to go. Jason: And? Bob: Dad didn't take it well. He was strict. Very strict. Jason: What did he do? Bob: He kicked me out of the house and disowned me. Jason: Really? Bob: I kid you not. Jason: That's harsh. Bob: I don't see it that way. Dad was generous and kind, but he was old school. His word was absolute. He told me, "If you don't go, you'll have to pay your own way. And you won't be welcome to live in this house anymore." Jason: How did that make you feel? Bob: Alone. Very alone. At first, I stayed at a series of friends' houses until their moms kicked me out. Then I went in on a small apartment at the beach with four or five guys. Jason: How did you survive? Bob: One of my first jobs was as a waiter, because I could start work after 4:00 in the afternoon -- after surfing all day -- and I could get free food. That worked for a while. But then I went into construction, because that paid more money. I would work a semester, go to school a semester. So it took me six years to get through college. Michael: I worked my way through college too. It took me five years. Bob: I don't have great memories of college. When you don't have money, you don't have as many friends, and you don't have as many girlfriends. At least that's what I told myself. Jason: What happened next? Bob: I smartened up. I realized that I could never get ahead of the financial curve working by the hour, even if I was making a good hourly wage. While researching possible careers, I came across a newspaper article that said 60 percent of the people making more than $25,000 a year -- which was a lot in 1968 -- were in sales. Sales. A light bulb went off in my head. And then I read (I can't remember where) that it's as hard to sell a pair of shoes as it is to sell something more expensive. The work is the same, but the sales commission is much greater. Another light bulb went off in my head. And I realized that I should sell something that's not only expensive but that people need to buy. People don't have to buy water softeners. But they have to buy insurance: worker's comp, homeowner's insurance, health, life, general liability... So when I finished college, I became an insurance agent. Jason: How did that work out? Bob: Very well. At that time, there were lots of opportunities to sell insurance that offered a small salary to start. But there was no big payoff at the end. So I decided to go with commission sales, which kept me in poverty an additional two years. Jason: And? Bob: And by age 27, I had my first $250K year. Michael: That was serious money back then. Bob: It was. And it changed me. For the first time in my life, I was both wealthy and independent. It was a good feeling. Michael: I hear you. Bob: When you are responsible for your own success, you have a confidence that can't be taken away from you. Michael: I'm seeing a pattern here. Independence leads to confidence. Confidence leads to success. And success leads to responsibility. How did you apply that to the Epiphany Alliance program you created for ETR? Bob: One of the keys to my program is responsibility. To be successful, you need a plan. You also need self-discipline. Thinking back now, I realize that was what Dad was teaching me when he kicked me out of the house. So now, when I help other people achieve their goals, I try to instill that self-discipline and responsibility in them. I know that they will never be able to succeed in the long run unless they learn to do it on their own. That's how my program is works -- by giving people a step-by-step plan for achieving their goals responsibly. Jason: So being successful is not just about having an Aha! moment. Bob: Right. You have that Aha! moment when you say, "I need to lose weight... I need to make more money... I need to become a better person... or whatever." But you have to schedule time in your life to make it happen -- either time you're not using properly or time that you have to take away from something else you're doing. Michael: So that's part of the program? It's really geared toward getting people to understand that success is a process -- the repetition of progressive habits, steps. Bob: Yes. And the process begins by understanding the value of your time. If you eventually want to earn a hundred or a thousand dollars an hour, you can't waste your time doing what other people want you to do. When people ask you to do things that won't help you achieve your goals, you have to say, "Yeah, I can help you with that next Thursday. But I have plans for this week. I have a schedule." Michael: That's a good thought. If you allow the outside world to control your time, you end up doing all these things that are really about other people's priorities. Bob: Because you don't understand the value of your own time and your own goals. You don't value yourself enough. Time is an irreplaceable commodity. Once it's gone, it's gone. So you must have something to show for your time every day. One of the things I tell people is, "Imagine what you love most in the world, whether it's a place, a thing, or a person. If you knew that person, place, or thing was going to disappear forever in 24 hours, what value would you place on the time you have left?" Michael: I like that idea, a 24-hour perspective. Identify something you love, and imagine that you have only 24 hours to enjoy it. What would you do in that time? And why aren't you doing that now? Bob: Exactly. That's why success techniques about time are such a big part of my program. It all comes down to understanding time and assigning value to time. Jason: For ETR readers who don't know much about your program, can you briefly spell out the main benefits? Bob: Sure. With my program, you'll learn how to: Fit more productive, money-making activities into each hour and exponentially increase your earning potential. Achieve complete intellectual clarity so you can make better decisions more easily. Analyze complicated documents in a matter of minutes. Cut back on the number of hours you spend "working," and increase the time you have to spend doing the things you love with people you enjoy. Become so confident and knowledgeable when interacting with others that you earn immediate respect. Spot the superstar partners and employees who will help you boost your income. Enjoy your life, secure in the knowledge that you will accomplish all of your dreams. And that's just part of it. Michael: Sounds good to me. Where can I sign up? Bob: Talk to me later. I can cut you a deal. [Ed. Note: As you've just learned from Bob Cox, understanding the value of your time -- and managing that time effectively -- is key to your success. But your schedule is already packed with work, errands, kids, sleep (which you don't get enough of), right? So where do you find time to work on your goals? Goals like losing that last 10 pounds or starting a side business that will make your life better? Bob has developed a set of success techniques that show you how to "squeeze" more time out of 24 hours. You'll have time to actually pursue and live your most cherished dreams... without sacrificing time spent with family. Find out Bob's secret -- and how you can get personal, customized coaching from him -- here.] -----------------------------------------------------Highly Recommended----------------------------------------------------- Ready for More Bob Cox? - Bob has mentored and coached thousands in his own unique brand of goal achieving -- including four billionaires. And he has dozens of success techniques he wants to share with you. Find out more... We want your feedback! Let us know your thoughts on today's issue. Email us at: AskETR@ETRFeedback.com
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Copyright © 2010 Early to Rise, LLC. NOTE: If URLs do not appear as live links in your e-mail program, please cut and paste the full URL into the location or address field of your browser. Disclaimer: Early to Rise only recommends products that we've either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission. We will never recommend any product that does not have a 100% money-back satisfaction guarantee. Nothing in this e-mail should be considered personalized Financial Advice. Although our employees may answer your general customer service questions, they are not licensed under securities laws to address your particular investment situation. No communication by our employees to you should be deemed as personalized Financial Advice. We expressly forbid our writers from having a financial interest in any security recommended to our readers. All of our employees and agents must wait 24 hours after on-line publication or 72 hours after the mailing of printed-only publication prior to following an initial recommendation. Any investments recommended in this letter should be made only after consulting with your investment advisor and only after reviewing the prospectus or financial statements of the company. To unsubscribe from Early to Rise and any associated external offers, Click here. To contact us, please visit... http://www.supportatetr.com/helpdesk To cancel or for any other subscription issues, write us at: Order Processing Center Attn: Customer Service PO Box 7835 Delray Beach, Florida 33482