$29.95

How YouCan Make

$4,000.00A DAY,

Sitting At Your Kitchen Table,In Your Underwear!

byJeff Paul

An Amazing But True-LifeSuccess Story

A Plan Anyone Can Follow!

JEFF PAUL'S STUDENTS SPEAK OUT...LISTEN TO SOME OF THEIR AMAZING SUCCESS STORIES...

"Getting involved with your course was the single best investment I've ever made. To this day (over 2 years later),I still use your course darn near every week. The results of studying your material? I gross between $30-$60THOUSAND a month with my information product. I feel a deep sense of gratitude to your. Thank you so verymuch for your help!" - Mike C. Decatur, GA.

"I wanted to let you know how you system is working for me. So far, I've received 78 orders at $849.00 and Ihaven't even sent out the second notice! Even though I have a practicing career, as a result of direct responsemarketing, I have hired another person to treat my patients in the morning so I can run my business out of my homeon the hill; and yes, sometimes in my underwear! I'm really enjoying it. Now, I work 3 afternoons at my officecollecting $35,000 a month there, and thanks to you, I'm on course to collect $50,000 - $60,000 a month in about2-3 months with my home business. Even though I'm far from an expert in lead generation, there can't beanything out there that a "beginner" can do with such dramatic results in such a short period of time. I really doowe it to you." - Ben A. Haywood, CA

" I think the course is phenomenal! In early January '97 we started marketing the sales letter and by February25th we've had $6000.00 in orders. I wish I had started sooner. This course worked better than I expected." PaulC. - Superior, CO.

"Thank you! First for your outstanding program. The money I have made as a result of it is allowing my wifeand I to buy our first home! Second, thank you for the incredible service. I was amazed at how quickly youresponded to my questions and how friendly and helpful you were on the phone. Many companies pay lip serviceto customer service but you actually follow through and do MORE than is expected" - David P. Alpharetta, GA.

"I think you're doing a great job at teaching and supporting all of us students. I want to thank you for putting thetools in my hands that will enable me to escape the slavery of employment and make lots of money so that I canmarry my long-suffering (3 yrs.) girlfriend. I want to be a good provider!" - Christopher B. Kings Park, NY.

"All of your honestly has paid off in every aspect. You have a very respectable, foolproof system that will makeout future way brighter. Your knowledge will allow us to live the lifestyle we want and give us that key to success!"- Petur T. & Karen P., Canada

" You have given me the tools I need and the answers to a lot of questions I have pondered for what seems likeages. I still have questions, but I know the answers are available. There is not reason to be skeptical any longer.Thank You!" - Jan A., Terre Haute, IN.

"You are the most forthright, down to earth, consistent set of individuals I've ever had the pleasure to beacquainted with...I'm also totally relieved this is on the up and up - I've been burned in the past." - Christine B.,Canada

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ALL RIGHTS RESERVED. No part of this book may be reproduced ortransmitted for resale or use by any party other than the individual purchaser whois the sole authorized user of this information. Purchaser is authorized to use anyof the information in this publication for his or her own use only. All otherreproduction or transmission, or any form or by any means, electronic ormechanical, including photocopying, recording or by any informational storage orretrieval system, is prohibited without express written permission from thepublisher.

LEGAL NOTICES: While all attempts have been made to provide effective,verifiable information in this Book, neither the Author nor Publisher assumes anyresponsibility for errors, inaccuracies, or omissions. Any slights of people ororganizations are unintentional. If advice concerning tax, legal, compliance, orrelated matters is needed, the services of a qualified professional should besought. This Book is not a source of legal, regulatory compliance, or accountinginformation, and it should not be regarded as such. This publication is designed toprovide accurate and authoritative information in regard to the subject mattercovered. It is sold with the understanding that the publisher is not engaged inrendering legal, accounting or other professional service. If legal advice or otherexpert assistance is required, the services of a competent professional personshould be sought. Due to the nature of direct response marketing and varyingrules regulating business activities in many fields, some practices proposed in thisBook may be deemed unlawful in certain circumstances and locations. Sincefederal and local laws differ widely, as do codes of conduct for members ofprofessional organizations and agencies, Licensee must accept full responsibilityfor determining the legality and/or ethical character of any and all businesstransactions and/or practices adopted and enacted in his or her particular field andgeographic location, whether or not those transactions and/or practices aresuggested, either directly or indirectly, in this Book. As with any business advice,the reader is strongly encouraged to seek professional counsel before takingaction. NOTE: No guarantees of income or profits are intended by this book.Many variables affect each individual's results. Your results will vary from theexamples given. JPDK, Inc. cannot and will not promise your personal success.JPDK has no control over what you may do or not do with this mail-order successprogram, and therefore cannot accept the responsibility for your results. You arethe only one who can initiate the action, in order to reap your own rewards!Anyand all references to persons or businesses, whether living or dead, existing ordefunct, is purely coincidental.

Published by: Group M Marketing, Inc., 9433 Bee Cave Road, Bldg. 2, Suite 110Austin, TX 78733

PRINTED IN THE UNITED STATES OF AMERICA DISTRIBUTEDWORLD-WIDE.

First Printing: © MCMXCIV Jeff PaulSecond Printing: ©MCMXCV Jeff PaulThird Printing ©MCMXCIX Jeff Paul

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Chapter One

How Exaggerated And Outrageous Is:"How You Can Make $4,000.00 A Day,

Sitting At Your Kitchen Table, In Your Underwear?"

I guess that's a pretty strange title for a book, and I suppose it soundsunbelievable and outrageous. Still, you've got this book in your hands, and I hopethat will turn out to be a good thing. And, as silly as it may sound, that title doesabsolutely, accurately describe what I've been able to do, and what anybody witha brain who takes the time to understand my example should be able to do, too.

No, I cannot and will not PROMISE that. I'd be a fool to do that - and whywould you want to take moneymaking advice from a fool? I can't control how youapply the information I give you. Since I have no control over you, I'm not aboutto accept responsibility for your results. All I can promise you, and what I will do,is tell you the absolute truth about my business and my discoveries, reveal everypart of my "System" and talk straight talk with you.

HOW BIG OF A "CASH MACHINE"DO YOU WANT?

Now, when I say "$4,000.00 a day", I mean just that. Right now, as I amwriting this book, in January 1994, my typical day's gross income is about$4,000.00. Some days more, some days a little less.

As of the end of 1993, I have generated revenue of over $2-million dollars.Yes, that's gross, not net. But almost half is net. So rather than telling you I'm amillionaire, like a bunch of these "high rollers" posing with their borrowed RollsRoyces, in front of their rented homes do, I've got a million dollar a year income,it's for real, and I can prove it. (On the next page, for example, is a sworn,notarized statement from my accountant about my income. On the page after that,there's a copy of my bank deposits from a recent month.

By the time you've completed this book, you WILL know exactly how I'mmaking this money and how you can too.

Of course, you may not want to make a million dollars a year. You may notwant to work very hard. You may not have my "drive" and ambition. You mayhave more modest needs and desires. Maybe $1,000.00 a day sounds darned goodto you. Maybe $100.00 a day, part-time or spare time, is more your speed. That'sokay. Your choice. What you will discover in this book can help you set up a

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DAILY CASH MACHINE that spits out just about any amount you want, from$100.00 to $1,000.00 or more.

The other thing I've got to tell you right up front is that this is NOT some"fluke" that has worked only for me, like lightning striking some guy on the headin the middle of an Iowa cornfield. The way I've hooked them together may be alittle unusual, but everything I'm doing has been done and is being done by lots ofother people.

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"FROM TINY ACORNS, GIANT TREES GROW"

Next, there's "sitting at your kitchen table." Well, that's no longer quite true.Right now, my business operates from a 400-square foot "office" I built for itabove my garage. Plus, I've had so much mail coming in, I've had to rent a modestspace downtown to handle all the orders. And I have my own hideaway in a denin the house. But, the original folding-legs card-table Peggy and I started thisbusiness on is still in use in the office. And I did run the business right off thattable in our kitchen for many months.

By the way, I'm a real cheapskate in many ways. I have no interest whatsoeverin pouring my money into a fancy office, a receptionist sitting there filing hernails and reading Cosmopolitan or anything like that. (I had all that before in myearlier life as a Certified Financial Planner.)

These days, I am interested in PROFIT.

With the business I am going to reveal to you, you NEVER need to dump yourprofits into "overhead." You do NOT need an office outside your house. (Not atleast until your volume is so big that you need to get a small room to work out of.)You do NOT need a bunch of employees, along with all their whining, fighting,and personal problems. You do NOT need to commit to any new or additionalexpenses.

On the off chance that my business stopped making money tomorrow, I couldcollapse it and walk away cleanly in 48 hours.

I GAVE ALL MY SUITS AND TIESTO GOODWILL

Then there's the "in your underwear." That's sort of an inside joke, But stilltrue. There were days when the phone started ringing early with people calling upto give us money. I was the only one taking the calls and I never even got aroundto getting my pants on. I sat around all day in my boxers, drinking coffee, takingorders over the phone.

You see, your "customers" NEVER come to your house, you never go to them,you never see them, they never see you, so you could actually hang out naked ifyou wanted to and it wouldn't make any difference.

Personally, I used to have to put on a shirt and tie and sports coat or suit nearlyeveryday, and I now "feel" that is a type of imprisonment. I now only own onesuit. My normal garb is a pair of comfortable jeans and a T-shirt. But the point Imake about this business is: privacy. And freedom.

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So, I want you to know that every part of this book's title is for real.

Now we can get started. I'm first going to tell you in detail "my story". Youmay be tempted to skip ahead but I urge you not to. You need to know how I gotto where I am so you can have the confidence that you can do it too. It'll be mucheasier to understand and believe in my "System" if you first see it's evolution.

Then I'm going to tell you exactly what I do and how I do it.

Finally, I'm going to offer to help you get started.

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Chapter Two

"I CAN'T BELIEVEI'VE WRITTEN THIS BOOK!"

My name is Jeff Paul. I'm 37 years old. My wife Peggy and I have three boys.We live in a nice suburb of Chicago where we just recently bought a $385,000.00house with 50% down in cashola - not bad for a family that was sleeping in arelative's basement just 2 years ago.

And, just for accuracy's sake, I'm actually writing this book on a little "laptop"computer, sitting at my kitchen table, in my boxer shorts and a T-shirt.

LET'S "LIVE THE FANTASY!"

I have actually achieved the FANTASY of making a ton of money from asimple, easy, pleasant home-based business.

I say "FANTASY" because that's what it is and remains for so many people. Ican't believe I'm writing this book and running the ads for it, because for so manyyears I was a "sucker" for "opportunities". I was a get-rich-scheme junkie. Ianswered every ad. I devoured magazines like Moneymaking Opportunities,Income Opportunities, Spare Time and Entrepreneur. I sent away for books,plans, reports, tapes, courses, even distributorships. Ten bucks here, twenty bucksthere; God knows how many thousands total. And most everything I got wasjunk.

Odds are, you've had that same experience and now feel massive skepticismand doubt about me and I don't blame you one bit. (Although I hope we can getpast that.)

If you had told me then that I'd ever be writing and advertising anything likethis book, I would have laughed in your face.

But here I am. Now, why am I doing this?

Let me tell you - I sometimes ask myself that question. First of all, I really donot need the money I may make from sharing my System with others. And I amvery, very big on avoiding aggravation at any and all cost so I certainly do nothave any desire to be famous.

The truth is: I feel like I've been so fortunate I ought to tell others who are likeI was - sincere, ambitious, but struggling and wasting time and money on fool'sgold schemes - that I ought to tell you about what I've learned. Keeping it tomyself seems selfish.

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Oddly enough, as you'll come to understand, telling you everything I knowdoes NOT take anything away from me. I won't be creating competitors formyself; it just doesn't work that way. So there was no good reason NOT to revealmy "secrets".

I did want to somehow test all this through and determine whether or not otherpeople could learn and use my System BEFORE writing and advertising thisbook. So through the influence of my "mentor" in direct marketing, I got about 20people together in the East, 30 or so in California, and I did two "Jeff Paul TellsAll!" Seminars. We charged $795.00 per person. That's a pretty gutsy price, isn'tit?

Frankly, I'd have done these for nothing just to get the guinea pigs to prove mySystem was duplicable but my "mentor" (who I'll tell you about later) insisted wecharge "decent" money. He argued for $4,000.00 per person. "You're making thatmuch EACH DAY," he hollered, "surely we should make 'em pay that much tolearn what you're doing." Well, somehow we compromised at $795.00. Anyway,I did these two Seminars, spilled my guts, handed out copies of all my stuff.

One guy went home and made $12,000.00 PROFIT in the next 18 days usingjust one part of my System.

Since the Seminars, we've gotten letters from over a dozen of these peoplereporting very specific sizable income results like that one. I'm not going to boreyou with each "case" right now - what's important here is what YOU can do and Iwant to get there as quickly as possible. But I did want you to know that I took thetrouble to road test my instructions with other people besides myself.

Back to the story: you're reading a book written by a disgusted opportunityjunkie who answered boatloads of ads and never found anything worthwhile. Nowthat I have a way to provide something that's real and practical, I just couldn'tresist.

That's why I've written this book.

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Chapter Three

WHAT THIS BOOK IS NOT ABOUT

I think it's important to get some of your fears, doubts and skepticism out ofthe way, to clear your mind, open up your mind for the information I have toshare with you. So, let me take just a few minutes to tell you what this is NOTabout:

1. This is NOT "multi-level".

I don't necessarily have anything against "multi-level" or "network marketing",but it's not for me and I do think a lot of people spin their wheels with multi-levelschemes that can only enrich the few at the very top.

Anyway, whatever you think about multi-level, this book has nothing more tosay about it one way or the other. And my System has no relationship to multi-level whatsoever.

Just for the record, remember too, that with my System you NEVER need tosee your customers face-to-face. Although I choose to do so, you don't even haveto talk to any of them on the phone. You can use my System for "PURE" mail-order business.

2. This is NOT one of those goofy deals where I finally tell you to get rich byselling "get rich stuff" to other people.

I've made my money and am making my $4,000.00 a day from providing veryuseful, legitimate products to a specific type of customer and I'll give you theexact details of that later.

But I have not been making my money selling "get- rich-information". Ialready made millions from this System I'm going to teach you before ever sittingdown to write this book that you are reading.

3. This is NOT a deal where you buy catalogues or brochures from me, sellmy products, and I make money while you lose money.

The magazines are full of these pre-packaged mail-order "businesses". In myexperience, they're all a big, fat mirage. After I've taught you my System, there'snothing else you ever have to buy from me; you never have to give me any ofyour profits; we need have no connection whatsoever.

I want to make you financially free and independent, not dependent on me.

4. This is NOT a "made up" story.

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Do you know - some of the "people" you see in those get-rich ads, with theirLear Jets, Mercedes, and boats are NOT even real people! Those are pen-names,made-up stories, models, even stock photos from ad agencies. It's outrageous buttrue.

Well, Peggy and I are real people. VERY real. Ordinary folks. We exist. Andeverything I tell you about us in this book is 100% true. For one thing, I am NOTgoing to jeopardize my income, my business, my home, or my reputation bymaking things up. I don't have to - my REAL story is incredible enough.

Later, I'll tell you how we can meet personally in the future. And I will evenprovide you with a private telephone number to get your questions answered, ifyou become one of my "students".

5. This is NOT something that sounds good on paper but most people couldnever really do.

As everything unfolds before you in this book, you will see that just about anyreasonably intelligent adult can use my System. You do NOT need a lot of moneyto start - I certainly did not. You do NOT need lots of education. You do NOTneed an office or store, special equipment, inventories of products piled up inyour garage or employees. This is a streamlined business in every way.

6. This is NOT even mail-order, as you think of it.

It's a radically different approach to mail-order that took me from dead-broketo $4,000.00 a day. It IS going to take a little, patience, careful thought, and timereading and re-reading this book to fully understand this very different approach.But once you get it, it'll be "Katy-Bar-The-Door" for your income too.

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Chapter Four

Jeff Paul Tells All:How I Went From Failure to Success

In Mail-Order

I was sort of a goof-off in school. After some in and out-of-school adventures Iwon't drag you through here, I managed to squeak through night school and Ibecame an accountant. While going to school, I got married and had a kid on theway, needed to make some money,

I was not a very attractive candidate to other accounting firms and didn't havethe confidence to start my own practice, so I bought an accounting businessfranchise. I had to borrow $15,000.00 from my parents to pay the franchise fee.Also, because I lacked confidence, I took in a partner - a hotshot with an MBAfrom the University of Chicago - and I wound up the junior partner with a "draw"of $300.00 a week. Whoopee. Still, in spite of my immaturity and inexperience, inspite of the debt, in spite of paying part of our income back to the franchisecompany, in spite of a lazy partner, by the time we got through the first taxseason, we'd been incredibly busy, had lots of clients and I knew we'd made someserious dough.

Imagine my surprise when I found less than $250.00 in our business bankaccount.

It seems my partner had discovered cocaine and prostitutes. While I'd workedlike a slave and gone without a paycheck for three weeks, my partner wassnorting all my money up his nose.

On top of everything else, we had a $200,000.00 Small BusinessAdministration loan which my partner had negotiated, somehow I'd co-signed thedamned thing without being fully aware of what was going on. I had signed theloan documentation at the same time I signed the partnership agreement and nowthat my partner was going bankrupt, I was on the hook for $204,000.00.

I STARTED MY "CERTIFIED FINANCIAL PLANNER"BUSINESS $200,000.00 IN DEBT

I wound up selling insurance for a while and going back to school to become aCertified Financial Planner. Surely you've been told that more education is theanswer. That's what I thought then.

Let me shorten a long story. Becoming a CFP, in itself, didn't instantly changeanything. In the meantime, I got into some more financial trouble living off debt,and in a couple of other bad deals. Finally though, I got a financial planning

11

business going and started making really good money. (How that happened isinstructive.)

I discovered that most financial planners hated "marketing", had no earthlyidea how to attract clients, and were all wrapped up in ego, pride and image. SinceI had no ego hang-ups, I quickly figured out that to make money, I had to getclients, and I did what was necessary to make that happen.

Pretty soon, I was a "marketing expert" in my field - and my marketing effortswere bringing in enough clients to support a growing firm with a whole staff ofplanners. (In 1989, the financial planning firm I was now a partner in did over$1,500,000.00 in business.)

I got my debts paid down. I had a new car and car phone. Nice house.

But. First of all, I was doing all the work to get clients; my partners weresitting on their duffs. A lot of friction developed. Second, I was graduallydiscovering that I didn't like what I was doing. When everything came to a head,the partnership blew up in a big, big way, and I barely escaped with my skin.

Everything was okay though; I quickly landed a high-paying "accountexecutive" job with a financial services business in Philadelphia. We had torelocate but it was worth it. Almost immediately after moving my family toPhiladelphia, my big, fat-cat employer with the fancy offices went suddenlybankrupt. I had immediately decided my job was lousy, by the way, and I detestedit - until I lost it.

During all this I was answering all the "opportunity" ads, trying differentmoneymaking schemes, experimenting with mail-order, trying to find a way to betruly independent.

I knew I didn't want any more partners. I knew I didn't want to put on a suit, tieand smile every morning and go away for the day, days or even weeks sellingthings I didn't care about to people I didn't care about. I was burnt out with that. Iknew I didn't want to work for someone else until I was 65, and then finally havesome freedom. You see, I was very, very clear about what I did NOT want.

But I had no idea what to do about it - except for the vague, unformed "idea"that I'd like being in mail-order.

So I did a very dumb thing when my new employer went bust. We moved rightback to Chicago and we lived off my credit cards. I did NOT go get another job. Ilocked myself in the house and determined that I would somehow develop a mail-order business of my own before I ran out of credit. And I started trying different"plans", running ads, mailing out brochures, and so on.

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You have to know how far down I went before my big breakthrough so you cansee that anybody can do what I've done. If I can go from where I was to a milliondollar a year income, so can you.

You will probably take my System and start with many more advantages than Ihad. You may even do better than I've done.

JUST A FEW PAYCHECKS AWAYFROM BEING A HOMELESS PERSON!

We lost the house. We had to move in with Peggy's sister and live in theirbasement. Peggy, me and the boys literally living on one old couch in a corner ofa basement! I went from being a "bright, young, successful guy, an up-and-comer" to being an embarrassment to my family ... a mooch to my friends. Wehad been only a few paychecks away from being "homeless". (How about you?)

Well, I sat up at night in that basement, beating myself up, but still, incredibly,determined to make the ideas I was pulling together work in mail-order. Lookingback on all this, I'm honestly amazed at myself and very, very grateful to Peggy.Why and how I kept having faith in my dreams and ideas, I don't know. WhyPeggy didn't leave me I'll never fully understand.

But, I became OBSESSED with developing a totally

independent, simple, home-based mail-order business. And I managed to pile up$100,000.00 in debt on our credit cards while trying one "idea" after another,working from a rickety old card table in another corner of that basement.

Now, here's the amazingend of this story:

In just 2 years, we went from that basement to buying a $385,000.00 homewith 50% down in cash. We have plenty of money in the bank. Nice cars. Kids inschool with everything they need. I even bought a boat. And, I'm putting$4,000.00 A DAY in our bank accounts. We're making significant contributionsto a particular charitable cause. We travel first class and take great vacationsOFTEN. My time is my own. I go to my kid's ball games. I can go fishing on myown boat on a weekday. We are the people the government has targeted as"excessively wealthy"!

The System that turned everything around in about 18 months is the subject ofthe rest of this book. You can accomplish just about any financial goals with thisSystem. I hope you will devote every one of your brain cells to fully grasping andunderstanding this System.

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Chapter Five

How My Incredible MoneymakingBreakthrough Came To Be

I was close. Very close. I had managed, through dumb, stubborn persistence, topull together more of the "elements" I needed to make big money in mail-order.But, there were just a few missing pieces. A few tiny adjustments to make. And Iwas clueless.

But, through all my reading, telephoning and pestering mail-order experts,searching relentlessly for help, I kept hearing about one particular person; in mostcases, a "behind the scenes" genius at making money in mail-order. I eventuallygot an invitation to attend one of his seminars.

As you might guess, the world of direct marketing is chock full of falseprophets. They're everywhere. "Pretend Experts" who have never done anything,telling others how to do everything. Fakes and frauds.

I bumbled my way through a few of them, getting separated from money eachand every time, with nothing to show for it but ultimately, that $100,000.00 ofcredit card debt and a mailbox full of nasty collection letters every day. But thisone man sort of rose by reputation out of this swamp. He seemed to be THE guyto trust, THE person who just might save me.

We went to his Seminar and right then and there this REAL expert tweakedwhat I was doing and ...

I HAVE TO BACK UP FOR ONE MINUTE.I STOOD AT THE BOTTOM OF THE

HIGHEST, MOST INTIMIDATINGMOUNTAIN YOU CAN IMAGINE ...

You know the old stories about going to the Wise Man high atop the mountain.In this case, the mountain was money; it costs a staggering $3,495.00 to go to thisguy's seminar. That's right: three thousand, four hundred and ninety-five dollars.Plus airplane tickets. Hotel. To my long-suffering wife and I, this felt like thenational debt. Imagine living in a basement, besieged by bill collectors,wondering where the next dollar could possibly come from and being asked for$3,495.00!

We decided to go out fighting.

I had a little room left on one last credit card. We borrowed a few bucks hereand there. We went. At the hotel, we didn't eat in the restaurant with the other

14

people - about 20 of them - attending the seminar. We ate peanut butter andcrackers up in our room.

I STILL THINK IT'S FUNNYHOW JUST A FEW MINUTES

CHANGED OUR LIFEIN SUCH AN ENORMOUS WAY

At the Seminar, I began to see and understand what I'd been doing wrong.Then the great-and-wonderful-Oz himself (!) sat down with me personally andlistened to me describe our ideas, my products, how I'd tried advertising, andeverything

we'd been doing. He told us we were 90% of the way there with our plan ... hemade a FEW suggestions .. and sent us home.

The month before that encounter, September 1991, we had taken in only$1,090.00 from my struggling attempts at mail-order.

Following this guru's advice, our income EXPLODED like a fireworks displayon the 4th of July. Here are the actual numbers, absolutely verifiable by my bankdeposits:

October $13,400.00 (A 13-times increase!)

November $26,200.00 (doubled!!)

December $49,800.00 (in a "bad month" for our type of business!)

Now, I've just got to tell you that putting just shy of FIFTY THOUSANDDOLLARS into OUR bank account in one month ... with NO partners hangingaround, NO office, just Peggy and me sending out our letters, answering thephone and counting the money ... well, sex is still better but not by much. Icouldn't imagine that $49,000.00 in one month was just the beginning.

But it was. As we continually refined the rough edges and sloppy parts of ourbusiness and gradually arrived at a true SYSTEM, the income kept climbing.

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We went back to three more of our mentor's seminars and each time he helpedus improve what we were doing.

In 1992, we put over ONE MILLION DOLLARS in the bank andkept about HALF as PURE PROFIT after all expenses.

In 1993, we put $2,100,000.00 in the bank, with just under half aspure, bottom line profit. (Before taxes of course!)

In 1995, we put over $5,000,000 in sales into our little office.

But money isn't everything. (Easy for me to say now.) This is also theperfect "lifestyle business", too, which you'll understand as we go along.

But now, I'm finally going to get into the DETAILS of my System ...

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Chapter Six

The Component Parts ofMy Moneymaking System

Here is a checklist of the key components of my System which I'm going toreveal to you one-by-one:

1. Complete Control and Independence

2. Proper Selection of a Specialized Target Market.

3. Focus On Specialized "Information Products".

4. The Secret Of Picking The Right Product.

5. Low-Cost "Lead Generation" Type of Advertising.

6. The Secret Of WHERE To Advertise

7. How A Simple RecordingTurns The Telephone Into A

24-Hour A Day, 7-Day A WeekSales Staff For You

8. The 3 Main Ways You Take In Money

9. How To ENSURE That You Make Big Profits:"Publishing On Demand"

10. What Else You Need To Learn

Now, as we begin to look at each of these 10 Steps, do not be concerned thatyou are not getting or grasping each and every minute detail. You're NOT readyfor that yet. We need to begin with an introductory overview to these 10 Steps, soyou own the big picture.

Please do not let yourself grow impatient with me or with the learning curveyou're on right now. I have given a great deal of thought to how I wanted to revealand present this information. I have carefully structured this process andthis book to create maximum understanding.

Let's get started with:

#1. Complete Control and Independence:

You need to have complete and total control over the products you are going tosell. That means you cannot be buying widely available products from somesource that sells to many others besides you. You cannot be getting them as a

17

"distributor" or "dealer". Your products must be YOUR products in every sense ofthe word.

Does that sound impractical? Will it require a huge investment? Not at all. I'mgoing to show you how to completely, totally, unconditionally own exclusiveproducts with almost no investment at all!

No one will ever be able to pull the rug out from under you when you followmy System.

#2. Proper Selection Of A Specialized Market:

Here is one of my most important "secrets". Mostpeople think that having products with broad public appeal will most likely leadto mail-order success, but there's a major flaw in that idea. When the generalpublic is your market, you need very substantial resources to communicate withthe market.

To sell to the general public, you may need to run big ads in very expensivemedia, like newspapers, USA Today, tabloids like the National Enquirer, orconsumer magazines like Cosmopolitan. Even a small ad in publications likethese can cost $4,000.00 or more each time you run it. To test several differentads in several different publications can easily consume $25,000.00.

Another rapidly growing means of selling to the general public is through"electronic mail-order" like TV infomercials. It can cost $100,000.00 and up toplay in this arena. For these reasons, my preference has been to skip the bigmarkets.

I'm getting rich by being a big fish in a small pond.

I've chosen to sell to Financial Planners. Because I used to be one, I understandthese guys inside out. When I write or talk to them, they know I'm one of them,understand them and am talking straight to them. I chose this very specialized"Target Market" precisely for that reason; that I understand them and they knowit.

You should pick your first Target Market the same way. If you love to fish,maybe your Target Market should be fishing enthusiasts. If you collect coins,maybe your Target Market should be coin collectors. If you've been successfulselling cars, maybe your Target Market should be car salespeople. If you're apastor, maybe your Target Market should be other ministers.

Are you getting the idea? In choosing a Target Market, look to your past andpresent occupations and vocations.

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Most such specialized markets are "manageable". Instead of there being 200million people to try to sort out and find customers in, I have only about 30,000CFPs and insurance professionals to do that with. Most specialized markets havesmall circulation but very well-read media that you can advertise in at relativelylow cost. Best of all, people in a specialized market are highly responsive to anoffer that is clearly just for them.

This will make more sense to you as we continue. It fits hand-in-hand with #3.

#3: Focus on Specialized Information Products:

First, an Information Product can be a book, booklet, manual, report,newsletter, audio cassettes, video cassettes, 900 numbers, even seminars, orcombinations of these things. As you'll see later, these are the perfect products formail-order, and for my System.

Now, second, what about "specialized"? This means an Information Productthat is custom fit, usually custom designed for the specialized market of choice. Ifmy Target Market is "trout fisherman", then I want to sell, say, a video tape aboutlittle-known techniques for finding and catching trout, not a video about catchingall types of fish, or worse yet, a video about boating, camping or traveling. Or, Iwant lures specifically and exclusively for catching trout. The "trick" is toperfectly match a product with a market. And the "tighter" the match, the better.

In my case, I built a home study course just for CFPs all about methods forattracting new clients to a financial planning practice. My product was perfectlymatched to my market.

Please understand - there are any number of books, tapes and courses out thereon prospecting, advertising and marketing that CFPs could learn from and use.But none of those are exclusively for them.

My course is.

Now, #4: The Secret of Picking The Right Product comes into play. You wanta product that addresses the greatest "pain" and desire of the people in your TargetMarket.

This sets up a strong emotional response to your marketing. I don't have thetime and space to teach you the importance of that in this book, but for now, let'sjust say that selling by emotion is infinitely easier than selling by logic.

In my case, I knew that the CFP's greatest "pain" had to do with prospecting.Planners HATE to prospect for new clients. They LOATHE the activity. Manyfeel it's beneath them. Others are lazy. Others don't know how to do it. Most arecompetent as planners and can satisfy clients once the clients are plunked down in

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front of them, but most are terrible at getting clients. Knowing that, I designed myproduct to connect with this pain.

I also know that the CFP's greatest desire is to have clients somehow"magically appear". Actually, they want to advertise and have advertising workfor them, but most fail at that.

It so happens that as a CFP, I had learned how to make advertising pay off. So,I built my Information Product to feature advertising strategies and sample adsthat worked. My product was a perfect match with my market's greatest desire.

We'll start talking about how I actually sell my products in the next Chapter.First, let's review the foundation we've laid here: I want you to choose a TargetMarket you have a great deal of knowledge about, understanding of and empathyfor. If you also have recognition and respect there, so much the better.

Then you put together Information Products that are custom-tailoredexclusively for your Target Market. You focus those products on your market'sgreatest pain and greatest desire. And you want to own and control your ownproducts. This is a very, very solid foundation for making large sums of moneyquickly and easily, following my System.

Incidentally, I can teach you how to create these products even if you thinkyou "can't write". I can also show you how to find and obtain either the publishingor the marketing rights to appropriate products. Even if you insist you personallyhave no marketable experience or know-how of specialized markets, I can showyou how to find someone who does and secure the rights to the person's name,likeness, knowledge, information and reputation, and build products around that.

(Since perfecting my System, I've done just that and started a second businessin an entirely different Target Market built around someone else's knowledge andcredibility. As a matter of fact, by the middle of this year, this new specializedtargeted market will be generating almost identical revenues as my financialplanner business! The trick here is I found a guy with the expertise and used mymodel to promote his knowledge and we each share the profits!)

As you can see, I am outlining an approach to making money in mail-order thatis different from anything you've probably heard or read about before. But makeno mistake about it: this approach works.

This is for real.

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Chapter Seven(Component Parts Of My

Marketing Systems, Continued)How To Really Profit In Mail-Order ...Starting With Less Than $1,000.00

The "engine" that pulls my moneymaking train down the track is #5: LeadGeneration Advertising.

By definition, this means that the ad's job is NOT to make a sale. NOT to buildup the image of my company. NOT to describe my product. It's job is ONLY toget people most likely to buy my product to step forward and identify themselvesto me, by asking for advertised free information. The person who responds to thiskind of ad is called a "lead".

Now here's a very important tip: these ads should never be asked to do morethan one job. I use "multi-step marketing", where each step does one job and onejob only. The process screens out those not really interested and identifies thosewho are really interested, so I spend significant money telling my sales story onlyto those most likely to buy.

This is how I can get a 10% to 12% order rate from my direct-mail sales letterssent to these leads (even though most direct-mail only does 1% or 2%). This isvery efficient. This leverages and turns expense dollars. This lets me getmaximum results from minimum costs.

No, this is not the only way to sell information products by mail. But theSystem that I'm teaching you is a low start-up cost, low risk, low investment,simplified, streamlined and

repeatedly proven one.

The simple idea of a Lead Generation Ad is to describe exactly who you want,and offer them something free, that is likely to be of interest to them. This "freereport" is really a lengthy sales letter for your product. Here's an example of aLead Generation Ad we might run in "Trout Fisherman Monthly Magazine":

ATTENTION: TROUT FISHERMENFED UP WITH GIMMICKS,

FANCY NEW LURES,AND EXPENSIVE GADGETS?

Champion Fisherman and Private Tutor to serious trout fisherman reveals 5simple but powerful insider secrets for catching bigger trout and more trout.

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For my exciting FREE REPORT: "The Trout Won't Stand A Chance!", call000/000-0000 or write: Trout King, 123 Waterway, Lakes, Minnesota 56789.

As you can see, this could be a small classified ad or a one, two or three inch"small" display ad. It might interest you to know that there are TENS OFTHOUSANDS of small mail-order entrepreneurs, most of them selling varioustypes of information fueling their entire businesses with lead generation classifiedads.

I know of one such gentleman who has been at this for SIXTY YEARS,making $30,000.00 to $50,000.00 a year working only part-time from his home ina pleasant, rural area of California.

As he describes his life: he gets up most mornings whenever he wakes up,takes a walk with his dog, exercises a little bit, reads the paper over his juice andcoffee, then he works for an hour or so in his spare bedroom office - with a hugepicture window overlooking the ocean.

When the mailman arrives, his wife helps him go through the mail, send hissales letters out to the new leads, and process the orders from the customers. Thisusually takes about an hour. Then they have the rest of the day "off".

A couple of times a week, they drive into town, make bank deposits, goshopping, see a movie and visit with friends. His little classified ads have paid offhis house, put his kids through college, funded various investments, and let himlive his life exactly as he has wanted to.

He is not all that unusual. As I've built my business, I've begun running acrossmany of these people, quietly making very good incomes, some getting rich withbusinesses driven by Lead Generation Advertising.

However, very few people have matched Lead Generation Advertising with allthe other components of my System.

I STARTED OUT WITH "CHEAP" ADVERTISINGAND YOU CAN TOO

I started with cheap classified ads, by the way. Then very small display ads.My first ads cost only about $138.00 to $275.00. In fact, I started my business"over", after getting the help I described at that seminar, for less than $400.00. Itcost me only about $275.00 in advertising to do $13,000.00 in

business my first month and not much more than that to do $49,000.00 the nextmonth.

A small ad budget can generate enough leads to make a lot of money.

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Incidentally, the opposite of using Lead Generation Advertising and doingmulti-step marketing is "one-step"; advertising a product and asking for an orderright in the ad. I do NOT recommend this method, particularly for beginners. It ismuch more difficult to make work. It may appear easier, and in terms of yourwork, it is, but doing what comes easiest is very rarely a path to riches.

One of the things I'm going to show you as we go along is the wisdom ofdeveloping and selling relatively high-priced products. This can be done withmulti-step marketing but is very difficult to do with one-step marketing.

Keep in mind that I am teaching you THE lowest risk, safest approach to themail-order business.

Now we can talk about #6: The Secret of WHERE To Advertise. I call this a"secret" because most mail-order beginners naturally gravitate toward the bigcirculation, mass media they are most familiar with: newspapers, USA Today,tabloids like the National Enquirer, business magazines like Success or Inc.,consumer magazines like Cosmopolitan. In these magazines, advertising is very,very costly because of the huge circulation numbers - but you are always payingfor a huge amount of waste: people who will just not be interested in your ad. Andyour small ads are easily "lost" in these big publications.

I have made a fortune by turning my back on all this major media and focusinginstead on small circulation, specialized magazines. Every business, industry,profession and hobby has several (or more) very specialized magazines ornewsletters. For example, did you know that there's a monthly magazine just for firemen?If I'm a fireman and I've developed a product about making money in my sparetime with my pick-up truck, that's the place to advertise, like this:

WANTED: FIREMEN WHO OWN PICK-UP TRUCKS. Fireman has foundunusual opportunities to earn $20 to $30 an hour in spare time with a pick-up truck. I can help you supplement your income. For my Free Report:"How To Make $20+ An Hour", call ...

This example has several things going for it that we've discussed previously:the ad has instant credibility because it is from one fireman talking to anotherfireman. It creates a high level of interest because, instead of making a general,generic offer, it presents an offer specifically for the reader of this particularpublication.

Beyond all that, advertising in this kind of specialized magazine is relativelyinexpensive, yet just about everybody who gets it reads it cover to cover, word forword because of its specialization. This virtually guarantees that your ad will beread by 100% of the circulation.

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THE SECRET PLACE TO ADVERTISE: We told you we knew over 500places to advertise, but we lied. We know where to find over 16,000 places toadvertise. They usually can be found in the reference section of your local library,but we’ve given you their phone numbers in case you can’t find them or want tobuy them for yourself..

The Gale Directory of Publications and Broadcast Media (formerly AyerDirectory of Publications) edited by Gary Braun has over 11,000 trade, technical,and professional publication listings. It is categorized by state under subjectheadings. (800-877-4253) The Gebbie Press All-In-One Directory, edited byAmalia Gebbie contains over 3,000 publications. (914-255-7560). Anotherresource is the Oxbridge Directory of Newsletters. (212-741-0231) Thesedirectories list the publications phone numbers and/or address. They are easy touse, and only a few examples of the resources you may not have tapped into.

Of course, if a copy of "Vietnamese Pot Belly Pig Breeders Magazine"somehow finds its way to your kitchen table, you're probably not going to read it.But everybody who IS a Pot Belly Pig Breeder and loves these unusual little petswill read that magazine with enormous interest. So an ad like this:"POT BELLYPIG BREEDER REVEALS HIS METHODS FOR TEACHING ANY PIG TODO SIX TRICKS IN SEVEN DAYS - Free Report .." will be read and will getvery good response.

I sell information products that teach Certified Financial Planners and otherfinancial service professionals how to market their services and promote theirbusinesses, so I advertise in "FINANCIAL PLANNING" and "CFP TODAY".These are magazines you will probably never read and may not even know exist.Just like these, there are thousands of other occupation-specific or hobby/interest-specific magazines that represent outstanding advertising opportunity for offersperfectly matched to the markets they serve.

I HAVE JUST HANDED YOUTHE MOST IMPORTANT

SECRET TO MY SUCCESS

Please do not discount the importance of what I have just explained to you.This is the very "core" of my phenomenal success. This can be your "secret key"to turning very small investments in advertising into a very big income in mail-order.

These days, by the way, I run full-page ads in most of the magazines where Iadvertise and I've found that my cost-per-lead goes down with the bigger ads. Butthese are still only Lead Generation Ads. And I moved up in size only as mysuccess warranted it and my confidence grew. I started with cheap, small ads andyou can too. I encourage you to start out cautiously and conservatively.

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Chapter Eight

Why, When & How To Use A"Free Recorded Message" To

Enhance Your Advertising

In this Chapter, I'm going to teach you a technique with three very importantbenefits.

In most of my ads, I tell the reader that he can get my Free Report by calling anumber for a FREE RECORDED MESSAGE. Why do I add this step of therecorded message? Why don't I just have them call my office?

THIS LITTLE TRICKCAN DOUBLE THE RESPONSE

TO YOUR ADS

Many, many people are reluctant to call and respond to an ad because of whatthe person (salesperson) on the other end of the phone is going to ask them, pushthem to do, or sell them. So, even though they are interested in what is advertised,they "chicken out" and do not respond.

This is why I add the "Free Recorded Message". This tells the person he cansafely respond. He can listen and bail outif he wants to. And this little trick will double response, sometimes increase iteven more!

THIS SAME TECHNIQUE ALSOMOVES THE SALE PROCESS ALONG

In the recorded message, the caller hears your friendly voice or someone'sfriendly voice redescribing the offer, possibly giving some more informationThen the caller can leave their name and address to have your Free Report sent tothem.

This person has now (a) read your ad, (b) responded to your ad, (c) stayed onthe phone and listened to your message for several minutes and (d) chosen toleave his name and address. He has jumped through FOUR hoops to prove hisserious interest. And, in doing so, he has actually heightened his own interest.Now he is eagerly waiting for your information to arrive.

You are spending money putting information in the hands of a very seriouslyinterested prospect.

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THIS SAME TECHNIQUELETS ME MAKE BIG MONEY

WITH A VERY SMALL BUSINESS OPERATION

Last month my ads generated over 2,000 leads. That's 2,000 phone calls! If Ihad those calls come to my office, Peggy and I would have to hire employees andhave a number of employees just handling these calls. We'd have to supervisethese people. Fire some, hire more. We'd need office space. Have to lease atelephonesystem. And the callers would stay on the phone longer, asking questions of thesepeople that I want to deal with in my sales letters.

I DO NOT WANT ALL THAT! I have no desire whatsoever to have an officeand office rent to pay. I have no desire to have a bunch of employees to take careof. The very thought of all this complexity and cost makes me sick to mystomach.

That's why #7 in my System is: How A Simple Recording Turns TheTelephone Into A 24-Hour A Day, 7 Days A Week Sales Staff.

By directing all these leads to an automated, recorded message, I have theability to take those calls anytime, day or night, weekdays or weekends, with noemployees or overhead. I contract with a service set up to do this. Theirautomated equipment takes these calls, plays my message and records the callers'names and addresses. It works while I sleep.

Then, every day the people at that service company send me those names andaddresses through my fax machine. Zip - my leads arrive on my desk.

There are many such services in major cities throughout the country and youcan find them in your own Yellow Pages or in trade publications like DirectMarketing News available at your public library. Or, later, I'll tell you how to usethe same service company I use, if you like. (They are part of my "Mail-OrderMillionaire's Resource Directory" which you can get for free).

What's important for now is to understand why and how I use this technique soyou can use it too. Many mail-order advertisers do not understand the power ofadvertising for a Free Recorded Message.

Now you do.

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Chapter Nine

An Inside LookAt How I Make $4,000.00 A Day

And You Can Too

There's one more big "secret" I need to share with you, the last importantcomponent of my System, but first I'd like to be sure you have a clear picture ofhow the money comes in and how my business works. Earlier in this book, Icalled this a "lifestyle business" and I think that is as important as the money.

Frankly, I can make good money a number of different ways. I did have asuccessful, high income practice as a CFP and I could do that again, better andsmarter. I've been offered six-figure salaried positions as Marketing Director withseveral big planner partnership companies. Recently, I've been getting quite a fewinvitations to come and speak to groups of CFPs, insurance salespeople andstockbrokers. But I stuck it out through all my trial-and-error agony for a veryclear, compelling reason: I not only wanted a great income - I wanted a greatlifestyle.

I'm sure your definition of "great lifestyle" is different from mine. And Ibelieve you can use my Business System to create whatever lifestyle you want.You can live anywhere: in the city, out in the middle of nowhere, in Hawaii, itdoesn't matter. But I'll just quickly tell you how my business works and how itmakes my lifestyle choices reality.

#8: The 3 Main Ways You Take In Money. I use the term "mail-order", butthere are actually three ways that sales happen in my business.

First, remember that everything starts with my Lead Generation Advertising.People respond to those ads, call in, and the automated service collects theirnames and addresses, then faxes those leads to me.

For those steps, I'M DOING NO WORK. All I do is place the ads; the rest of ittakes care of itself.

Next, we send those Leads our "Sales Letter Package". This is the "FreeReport" which is really a lengthy letter from me that ultimately sells them my"information product".

I actually use a series of these sales letters so that the person who doesn't orderfrom the first one gets a second one, and so on. This can all be done manually ona small scale. We now keep track of it on a personal computer.

27

In the beginning, Peggy and I got the letters copied, stuffed the envelopes,licked the stamps and took it all to the post office. Now we have several people inour neighborhood who we pay to do this work for us in their homes.

It took some work to get all this up and running but now that I have that done,it is just about on auto-pilot. It is a moneymaking MACHINE. So now, all theway through these steps, I'M STILL DOING NO WORK.

From those sales letters, orders and income come in three ways:

A bunch of the orders come back in by mail. Mail orders. We never speak tothese customers. They send in their money, we send out the product.

Another chunk of orders come in by fax. The customer fills out the order formincluding his credit card information and uses his fax machine to fax it to our faxnumber. This lets them order impulsively, instantly, anytime, 24 hours a day,without us having a phone manned.

So, most mornings when I wander into the office, there are orders laying therethat came in over the fax during the night - a beautiful sight! (You don't have tohave this to get started. But if you do market to businesspeople, it will improveyour business.)

Third, some orders are called in or get sent in only after someone has called inand spoken to me, Peggy or Mary in my little above-the-garage office. In thebeginning, Peggy and I took all these calls ourselves. These days, Mary takesmost of the calls. Peggy still works a few hours most days and takes some of thecalls. I rarely do this anymore.

Sometimes, if I have an unusually large number of leads, we "route" theoverflow to one or two other people who take these calls in their own homes.We're doing over $2-Million a year in sales this way, and I know we can do twicethat without it getting any more complicated than this. I will still not have to haveemployees. AND I'LL STILL BE DOING NO WORK!

By now, you're probably wondering - what the heck does Jeff do, anyway?Peggy'd probably tell you "Not much". I play with my kids, I go fishing on myboat. I lay in my hammock. I plan our vacations. In the business, I do the things Ilike and find interesting, namely creating and modifying my ads, developing moreproducts to sell to my customers and now, very recently, experimenting with newventures, like this one. (But if I didn't like doing these things, I could get themdone for me too).

The one thing I do almost every day and every week that is very important, isto look at and keep up with all our business statistics so I make good decisionsand control costs. But let me tell you what's really important to me:

28

I answer to no one. I really am my own boss. I have no debt, no partners, noproblem people in my life, and no employees. There's no dress code at my office.If I feel like taking the afternoon and going to a Cubs game, I don't need anexcuse; I don't have to lie to anybody. I'm home for my kids. I have total controlover every minute of my time.

Most people get into business only to find out they've gone from the frying panto the fire. They wind up slaves to their businesses. Their businesses own them;they don't own their businesses. And they wind up working longer, harder hoursfor the same money they were making on their jobs. I'm very, very fortunate tohave avoided that.

Most people who start businesses have to accumulate all kinds of debt andkeep putting money into their business, instead of taking it out. One governmentagency actually tells people to expect to go three to five years in a new businessbefore taking any profits out. Well, I stacked up $100,000.00 in debt fumblingaround before I got my System together, but you can avoid all that. Once mySystem was together, I took in $13,000.00 and took out nearly half of that inprofits THE VERY FIRST MONTH. You can start with my System and look forprofits in 3 months, not 3 years, down the road!

Before we finish, I'm going to offer you the opportunity of having me takeyou by the hand and guide you, step-by-step, question and answer through thestart-up of your own mail-order business, using my System. And unlike just aboutevery business opportunity and plan I've ever seen, I offer you not just anexcellent income opportunity, but also an excellent lifestyle opportunity!

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Chapter Ten

The Incredibly Profitable BusinessOf "Publishing On Demand"

A conventional book publisher gets a manuscript from somewhere, has ittypeset, prints up 10,000 or more copies of that book, piles them up in thewarehouse and then tries to sell them. There may be $30,000, $50,000 even moreat risk on just one "product" before the first sale takes place. NOT FOR ME!

Instead, I want to "publish" only AFTER there is a sale!

This is the new business of "publishing on demand".

Thanks to personal computers, desktop publishing, high speed copying, fullservice 24-hour a day copy centers like Kinkos, the complexity and cost of puttinginformation on paper has come way, way down. You can have the desktoppublished "originals" for a 300-page Notebook all about your-name-the-topic, say"How To Make Money With Your Pick-Up Truck", sitting on a shelf. No moneytied up in inventory. That - in its purest and simplest form - is "publishing ondemand".

My business is a tad more sophisticated than that, but not much. "Publishingon demand" IS one of my secrets. However, the other way that I ensure big profitsis that I have chosen a specialized market that I will gladly pay a high price forspecialized how-to information (and I encourage you to do the same).

The main product I sell includes 4 spiral-bound Manuals, each about 100 pageslong, which can be published on demand. There's also a video tape I made myself(for under $400.00) and that can be duplicated onesy-twosy. The entire productcosts me about $45.00 to put together. I sell it for $520.00. There's a gross profitof $475.00 on each and every sale. Now, let me tell you several things you needto know about this "scenario" that I just described to you:

#9: How to ENSURE That You Make Big Profits.

I believe in choosing a specialized market or markets where the people can andwill pay premium prices for specialized how-to information. Then, if you properlyput value into your information products and properly describe them, you can getthe kind of prices - and huge mark-ups - that I get and still have happy customerseager for more.

Learning how to do this is very important, because you MUST have happycustomers. But putting a product together in such a way that it's value to thecustomer has no relationship to manufactured cost is equally important. This iswhat enables you to share my "secret" that ENSURES big profits:

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GIGANTIC MARK-UP!

Basically, I'm operating at a 10-Times mark-up. What costs me $45.00 to$50.00, I sell for over $500.00. This is what lets me run my ads, send out a wholeseries of lengthy sales letters and, in total, do a very, very thorough marketing job,to go to great lengths to make a sale. I can do all of that, maybe even do it moreefficiently than some big computer and cash-rich company might. I can pay fullprice for my advertising, and, after everything, I still have plenty of profit left forme.

MY BEST ADVICEIS TO SELL A HIGH-PRICED

PRODUCT WITH VERY HIGH MARK-UP

I could fill a book just convincing you of why selling a high-priced, high-mark-up item is best and you'd still be tempted to argue with me, because whatI'm telling you is contrary to what you've always thought or been told. Manymoneymaking opportunities, dealerships and distributorships heavily advertised inbusiness magazines ... ads you may have answered ... offer you products atdiscounts of only 50% or so.

What you would buy from that supplier for $1.00, you'd sell for no more than$2.00. So, you may think this is the way things should be. Some promoters ofcatalogue plans even tell you - lying - you can mail out their catalogues and makemoney with those kinds of discounts and mark-ups. You cannot.

Direct marketing professionals know that a mark-up of 5x to 8x is absolutelyessential to make a profit. And you may think that you will make more money byselling a low-priced item because you'll sell a lot more of them. This is not so.

Within a specialized market, there is only a certain percentage of the peoplewho you can persuade at an affordable advertising and marketing cost. When youare selling how-to information, this percentage does not expand with a lowerprice. It will be about the same almost regardless of price. And it will take almostas much effort to sell a $100 product as to sell a $500 product. For all thesereasons, the advice that I'm giving you is very good advice.

A PUBLISHED-ON-DEMAND HOW-TO INFORMATIONPRODUCT BUILT FOR

A PARTICULAR BUSINESS OR OCCUPATIONOR HOBBY OR ORGANIZATION IS ARGUABLY THE

PERFECT MAIL-ORDER PRODUCT

31

When I think about starting in mail-order, there's no doubt in my mind that mymistakes and experiments would have destroyed me before I found success if I'dbeen dealing with any other type of products. And I now believe there is one typeof product that is superior to all others, to build a mail-order business around,starting from scratch, withlimited risk and resources, and it is a published-on-demand, how-to informationproduct targeted to a particular, specialized occupation. Here's why:

Publish-On-Demand so you can keep your money out of inventory, so you donot invest in quantities of products that may or may not prove profitably salable,and so you keep your focus on marketing, not warehousing!

How-To because it is the most reliable category of all time. When you cantell others how to do something or things that will alleviate their pain andaccentuate their pleasure, people will pay to get what you know. You cannot visita bookstore, open a magazine, turn on a TV or go to a convention without seeing"information" advertised and sold.

Information Product because the value the customer gets from the product andplaces on the product has nothing whatsoever to do with the manufactured cost ofthat product.

Take something else, say a toothbrush. I don't care how much better yourtoothbrush is to all other toothbrushes, people already have a number in mind forwhat that toothbrush is worth. And even though you may have years of researchin that new beneficial design, you can't ask $100.00 for the toothbrush to get paidfor your knowledge - somebody'll say, "Hey, it can't cost more than fifty cents tomake that thing. Where do you get off asking a hundred dollars?"

But that does NOT happen with an Information Product, because the value isthe Information itself. To be simplistic for a second, you can sell a map to aburied treasure to a treasure-hunter for $100 and he doesn't say, "Hey, that pieceof paper only costs two cents. Where do you get off asking a hundred dollars?"Treasure maps, not toothbrushes.

Built For A Particular Business Or Occupation because specialized, how tomake more money information automatically and inherently has a lot more valuethan "general" information. I cannot emphasize this point enough.

I really hope I have explained all this in a way that makes sense to you and thatyou can accept conceptually, because it is a "blueprint" that will prevent you frommaking a great many costly mistakes.

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Chapter Eleven

WHAT ELSE DO YOU NEED TO KNOW?

I believe I have given you a good understanding of my business System. Butthere are literally thousands of 'little things" you still need to know to go from thisunderstanding to implementation - to put together your own products, offer, ads,sales letters, phone scripts, and so on and so on. All of those details are what Icovered in my "guinea pig seminar" where we charged $795.00 per person toattend. And, all of these details are what you'd get in a "franchise" if I sold youone and you'd pay a franchise fee of $20,000.00 or more.

I've given a great deal of thought to how I should make all this available andwhat I should charge for providing it.

When I hand you all the material I shared and discussed in those one-time-onlyseminars, you'll have all the nitty-gritty inside numbers of my business. You'llknow exactly what it costs me per lead. You'll know how to copy my verysuccessful sales letters. You'll know all sorts of detailed "secrets" from inside mybusiness. For obvious reasons, I am not about to give all that to every Tom, Dickand Mary for nickels and dimes. And, as you know, I'm very accustomed to beingvery, very well-paid for my knowledge.

So I am going to charge you a "solid" price. But I promise you it will be a lotless than the $100,000.00 in debt I racked up while trying and failing, trying andfailing, painfully separating what works from what doesn't.

It will even be less than the $3,495.00 that I paid to go to the seminar wheremy "mentor" helped me fit together the last few pieces of the puzzle.

But, first, let me describe the Home Study Course And Mail-Order BusinessStart-Up Kit that I have built for you. Here is the "Basic System":

PART ONE:THE JEFF PAUL TELLS ALL!

SEMINAR MANUALS

In the first Manual, I've put all 190+ pages of the hand-outs I gave to thepeople at my seminars. These pages include the ads, letters, scripts, forms andmaterials I use in my business. It includes confidential accounting records thatshow you complete breakdowns of my costs. Nothing is held back. A list of thesecontents follows for you to look over. You'll see it is incredibly comprehensive,and gives you the chance to look at, first-hand, what I’ve used in the Mail Orderbusiness to make it as easy for you as possible, so YOU can duplicate for yourself

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what I’ve done for myself! These pages alone are worth their weight in gold tomy Mail Order students! You’ll soon see why!

You also get the word-for-word transcripts of the recordings of these seminars.Every word I said. You’ll learn such topics as:

• “Jeff Paul’s No Sweat Way To Get Customers!”• “Making Inexpensive Information Products You Can Sell For Hundreds Of

Dollars!”• “Never Beg Your Friends, Relatives, Or Anyone For Business…Secrets Of

Getting Interested Customers To Call You!”• “How To Get A Conveyor Belt Of Customers And Sales Without Stocking

Inventory!”• “The Shocking Truth To Writing Your Own Ads, Letters, Etc., That

WORK…A Proven Formula They Don’t Teach You In Business School!”• “Why Most People Fail When They Go Into Business For Themselves…And

How To Avoid Their Biggest Mistakes!”• “What To Do If You Don’t Have A Product Yet!”• And lots, lots more you won’t learn anywhere else!

With this comprehensive Manual, you have every detail of how I built andoperate my business. I'll bet there are big-bucks franchises where you don't getthis much information! There’s nowhere else to learn these insider secrets that upuntil now, only those in the BIG LEAGUES like me have kept these secretsjealously guarded! Now, will get the inside scoop that was previously unavailableat any price!

Partial list of contents in Manual:

EXHIBITS1. My first classified ad.2. My first sales letter.3. My first sales letter to financial planners.4. My second sales letter to financial planners.5. My “Do You Always Get Paid” sales letter.6. My first small ad for financial planners.7. My first 800# voice mail script.8. My first large, lead generation ad - the prototype for all the ads I

use today.9. Re-write of a previous sales letter into a full-page ad.10. Ad tested for lead generation-different topic and headline.11. Ad tested for lead generation-different topic and headline.12. Ad tested for lead generation-different topic and headline.13. Various ads/headlines I tested.

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14. My first enormously successful full-page ad...this ad got mybusiness into high gear.

15. Similar ad-different headline/story.16. “Story-style” ads I’ve used since.17. A “personal story ad” prepared for a particular publication.18. Original “Charlas Atlas ads.” - Atlas is widely credited with

pioneering the use of a timed sequence of follow-up salesletters.

19. These ads for lead generation still run, decades later!20. Typestyle choices for headlines. In most cases, I make my ads

look like articles (not ads) and match the “look” to that of thepublication I’m advertising in.

21. My ad adapted to a postcard, for a card deck. I was not satisfiedwith the quality of leads I got from card deck advertising, butother types of products may work in these decks.

22. Sample of a “Letter #2” in my timed sequence of sales letters.23. Sample of a “Letter #3” in my sequence.24. Sample of my monthly newsletter sent to my customers.25. Included in newsletter: sample of my Up-Date. (monthly catalog)

where almost all of the “back-end” sales come from.26. Letter from Dartnell praising my sales letter. (Dartnell will be

including my letter in a collection of “best sales letter everwritten.”)

27. My “stick letter” - a letter sent to new customers to cement thesale.

28. My “seminar letter” - this letter provides $25,000.00+ in otherincome each time I put together a seminar for my customers.

29. Another “seminar letter” - this one successfully sells a $995.00Course to my customers. We offer this frequently.

30. 16-page sales letter/brochure for one of my new back-endproducts.

31. An actual back-end product example: the material we provide toour customers.

32. “Stick letter” and product example: this is a newsletter we putout, for our customers to send to their customers. This is anexample of selling a “tool,” not just another information product

33. Order form for Software Plus.34. Testimonial letter we use in marketing our software.35. Order form for phone orders.36. Forms to keep track of supplies.37. Various Coupons/Invoice.38. Cover Letter egs. - this one goes with software.39. Bounceback/Upsell Order Form.

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40. Installment Payment Collection Notice.41. Trial Subscription Conversion Notice.42. Welcome letter to a renewed subscriber.43. Confirming letter to satisfied customer who has agreed to let us

give out his phone # to other prospects.44. Survey letter.45. Back-Order letter.46. Referral Card.47. Newsletter renewal pitch, and final expiration warning.48. Surveys we use to get our customers to tell us what they will buy

if we produce it.

INTERNAL ACCOUNTING & MANAGEMENT FORMS. STATISTICS -ACTUAL EXAMPLES

1. Sample of weekly spreadsheet showing leads from each magazine, as wellas number of hang-ups on voice-mail.

2. Spreadsheets showing various “what-if” scenarios.Variable expenses change with changed assumptions.

3. Shows breakdown of cost/sale and cost/lead for each magazine forApril/May 1993.

4. Various screens from computer system to keep track of everything.

PART TWO:EASY LEARN AUDIO CASSETTES

A set of Audio Cassettes take you to my Seminar - actually, the most importanthighlights of both Seminars. This lets you listen and listen conveniently ... replaythe parts you need to ... go through everything at your own pace. While you’redriving in your car, instead of listening to some dumb radio show or tunes, whichbring you no money…you can now listen and learn all the tiny details of how tostart your own dream of being at home bringing in more money than you couldever make working your butt off in other businesses or working for someone else!

PART THREE:FAST START GUIDE

Written in question and answer form, this Guide takes you through 28 STEPSTO QUICK PROFITS, just as if I were there with you, telling you exactly what todo to get started. In quick digestible bites, this Guide puts you on the fast track tomaking your Mail order business a success!

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You’ll discover the path of least resistance to get your business up and runningin no time! You’ll learn what to do and NOT TO DO, so you don’t waste any timewith things that don’t work! I’ll personally guide you through the Mail OrderSuccess System. You’ll know step by step what to do. It’s like having me comeinto your home and talk you through the System!

PART FOUR:FOLLOW-UP SUPPORT

With your Kit, you'll receive two Consultation Certificates and two fax reviewcertificates. With these valuable certificates, you'll be able to have us review yourideas, materials, etc. and get expert help that would cost you thousands ...ABSOLUTELY FREE! These benefits alone are worth more than the cost of theentire course! These let you write down and send in or fax in any questions orproblems you encounter: I personally review all these and once a month I dealwith them in an "Insider's Letter" sent to all my students. Since many people bringup the same questions or situations, grouping them together and responding viathis monthly Letter is the most efficient way for me to provide this follow-up.You will receive six months of this service at no additional cost.

That's the "Basic System" - virtually my successful mail-order businessdelivered to you in a box for you to model your own business on. Because you'llsee it from the inside (not as an outsider), you WILL be able to replicateeverything I've done and do.

If you prefer, there's a "Deluxe System" that comes with:

• A 50-minute video of me showing you how easy it is to make the products Isell to my customers along with samples of how to put them together. You'lldiscover how much I spend, how to find and create products for dirt cheap,what to do if you don't have a product right now, insider secrets of how tocreate products that sell for as much as 30-40 times cost ... and more!

• Plus, you’ll also get a booklet with a collection of actual samples and excerptsof my actual products! This booklet will show you EXACTLY how I putproducts together dirt cheap, and sell for BIG MONEY! These examples areworth the cost of the entire course by themselves! Think of how easy it is tofollow my models, just like a paint by numbers picture! You won’t have towaste any time or money guessing how to put a product together!

You'll have these jealously guarded secrets revealed to you, I hold nothingback! Plus, you'll get a first-hand look at other student's products. How easily theymade them and how you can do exactly the same!

There's nowhere else you're going to learn these insider secrets that upuntil now only the real pros use for themselves!

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• Plus - Free Bonus for Deluxe System Members! Special BONUS! The"Insider's Secrets Of How To Do Joint Ventures That No One Else Will EverTell You" course that will reveal the almost unheard-of secrets of makingmoney selling information even if you have no products, little or no money, orboth!

• You'll get the best street smart education on how to work with other peopleavailable anywhere! We sell this course for $299 but it's your FREE as amember of our Deluxe System! It contains the following:

• A live recording of a special seminar session where we covered the concept ofjoint ventures from soup to nuts!

• A guidebook that explains all the different options you have, what they mean,and what you need to know about them!

• Sample agreements for you to use as models for different types of deals!

• A taped interview with Dan Kennedy and Rodney Tolleson where you'll get tosit in and listen to every question you'd want to ask them if you were sittingwith them in person! (If you did this with Dan, he'd charge you $3,850 per dayplus expenses!) You'll get to "pick their brains" so to speak! This conversationitself is worth the price of admission alone! These two guys have forgottenmore about joint ventures than 1,000 attorneys, accountants and bankersadded together ever knew! I swear, you couldn't learn the ins and outs ofworking with other people's money and/or products at this level ofsophistication if you went to ten years of advanced business college! Thisamazing FREE BONUS is yours as a member of our Deluxe System!

Either way, with the Basic or Deluxe System, you receive a 90-DAYSATISFACTION GUARANTEE. The System will be everything I've describedand more and you'll agree that it is clearly worth a lot more than its cost, or, ifyou're not happy with it for any reason and do not wish to use my System todevelop your own profitable venture, please return it for a refund.

You take absolutely no risk. I only want happy, successful students. And youwill receive a confidential, private phone number so that you have the security ofbeing able to call if you do decide to return the System for a refund.

And, either way, with the Basic or the Deluxe System, I have an importantFREE BONUS GIFT for you - but only if you respond within 45 days ofreceiving this book.

You see, I'm a decisive person. I believe that making decisions is part of beingsuccessful. If you have to sleep on this and stew over it for more than a few days,

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you're not my kind of person and frankly, you probably don't have what it takes tomake really big money as your own boss in my kind of business.

That's why I've set up this little deadline. So, if you respond within 45 days,you'll get - as a free gift - my "Mail-Order Millionaire's Resource Directory". Inhere you'll get my vendors and suppliers; where to go for the telephone services;for credit card merchant accounts; for audio cassette duplicating; and on and on ...right-priced, cooperative and reliable sources for everything I use in my businessand that you will need .. people that, in some cases, it's taken me a whole lot ofdigging around to find. Also in here you'll get a list of the how-to business booksI've found most helpful, many of which you can get at the library for free.

Also in this Directory, I'll point you to little-known sources of research,mailing lists, places to advertise, copywriters, consultants, ghostwriters andsources of products. With this Directory, every source of information and everycontact you need to start and succeed in mail-order will be right at your fingertips.And this is yours to keep FREE, even if, for some reason, you return the Systemfor a refund.

Okay, now to the prices. Your investment for everything in the Basic System isjust $397. Or $697 for the Deluxe System. But there’s ways you can get mysystem for much less than that, and spread out the payments over time to makethem affordable for everyone…if you act quickly! Here’s what we’ve arrangedfor you:

If you decide to go with the Basic System, I want to thank you for being acustomer and for being serious enough to read this whole book. So, even thoughmy accountant is mad and thinks I’m nuts, if you enroll right away, I’ll give you agood customer discount of $100.00, reducing your total out of pocket cost toonly $297…or two payments of only $148.50, spread thirty days apart! (Plus,$11.50 shipping/handling, added to your first installment.)

And, if you decide to go all the way, and enroll in the incredible DeluxeCourse…I’ll DOUBLE your good customer discount to $200.00, making thetotal cost for the Deluxe System only $497, or three payments of 165.66, eachspread thirty days apart! (Plus, $16.50 shipping/handling, added to your firstinstallment.) (You should have seen my accountant’s face when I told her aboutthis double discount of two hundred bucks. She literally is worried about howmuch we could lose by doing this, but I told her that I want everyone to have thisamazing system, and not to be so worried all the time. She isn’t happy, but hey,that’s the way it goes!)

Is that a lot or a little? Well, it might be a bit of a stretch for you, I don't know.But I do know this: there is no other way you can get "set up" in this remarkablebusiness, able to make thousands of dollars a day. To figure it all out on your ownWILL cost you a lot more. And take a long time.

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So, you have a few decisions to sort out. One option is to turn your back on allof this, on everything I've presented to you, and try your best to forget about it. Ifyou were sincere in your original interest in a very high income from a home-based mail-order business, then that will be very, very hard to do. Remember, I'mno different than you. And I've tried all sorts of ideas, plans and opportunities -and been frustrated and disappointed over and over again, so I know what that'slike. I also know from experience that my System is the only 100% "realopportunity" you are likely to be offered, ever offered, to achieve your dreams offreedom and independence.

Another option is to procrastinate and put it off. To tell yourself you'll do it"Later", as soon as "the timing is better". Please forgive my bluntness, but that'shorse puckey. You cannot be half-pregnant. You should either have the courage togo forward or at least the honesty to toss this aside - but don't pretend there's athird choice, some kind of halfway house. There isn't. All procrastination does isgive you restless nights Make a definite decision right now and get past it so youcan enjoy a good night's sleep.

Your only other option is to act, to fill out the Non-Disclosure Agreement andAcceptance Form in the sealed envelope enclosed with this book and send it inimmediately. Or follow the directions on the form to order by phone or fax.

I really hope you'll do it today. I'll be guiding you every little step of the wayin using my proven System to quickly set yourself up in a very high incomebusiness. And I guarantee your satisfaction. You take absolutely no risk. I onlywant happy, successful students, which I can proudly say that I have to this day.Think about this: If you had to hire on a 24 hour a day, 365 day a year employeeto handle and produce proven marketing ideas and materials for you, how muchdo you think you’d have to pay for this person’s salary? And, do you really thinkthis person would GUARANTEE to go unpaid for their work if you were notcompletely happy? Why don’t you look at this way: This system breaks down tobeing an $.80 or a $1.90 per day employee, based on which system you chooseAND it guarantees your satisfaction, your success, or your money back with noquestions asked.

Where else could you find this opportunity? If you perceive it as we do, thenyou know that there is no other way you can get “set up” in this remarkablebusiness, enabling you to make thousands of dollars a day, at this embarrassinglylow price! Believe me, to figure it all out on your own WILL cost you a lot more.And take a long time. I’ve already been down that road…there’s absolutely noneed for you to!

Sincerely,Jeff Paul

Jeff Paul's Students Speak Out...

"Jeff's company is probably the best company of ANY KIND that I've dealt with...MAKING MONEY is awesome! I only wish JPDK was around 15 years ago before Iwasted my time going to college!" -Jim F., Schaumburg, IL.

"Jeff Paul's Mail Order Success System is full of extremely valuable and tested ways tomake a lot of money... This is a wonderful System that really works!"-Joseph L., Indianapolis, IN.

"We have revenue of about a $100,000 a year..." -Ryan E., Winfield, IL.

"Thank you! First for your outstanding program. The money I have made as a result of itis allowing my wife and I to buy our first home! Many companies pay lip service tocustomer service but you actually follow through and do MORE than is expected!" -David P.- Alpharetta, GA.

"With your system we started immediatley, we followed exactly what you tell us to do inyour program and within about a month, money started flowing in FAST!" -Doug & Julie N., Omaha, NE.

"I didn't want to be 65 -70 years old and wonder 'what would happen if...'. I decided itwas time to do something different... The funny thing is once you're willing to take thatstep you find out the old way wasn't the easy way; the easy way is to make thingshappen... my cash flow is approximately $10,000 a month."- Craig A., Naperville, IL.

"Jeff Paul's System is a powerful concept that allows someone to become financiallyindependent in a short period of time. The best part is that it is easy to follow!" -Bob and Suzanne E., Scottsdale, AZ.

"This is a powerful money making system... the information provided by Jeff has alreadybeen worth the cost. Jeff has been EXTREMELY open toward everyone in sharing hisstrategies, he definitely does want people to succeed! This is obvious. I amCOMPLETELY satisfied and definitely consider it a bargain."-Brain S., Essex Jct., VT.

"I have tried many programs, plans and so on. Most of which were useless. I really likethe way Jeff presents himself and his business with a down to earth no bullshitapproach... I feel that I have more than got my moneys worth."-Joseph O., Gastonia, NC.

Look At Everything You’ll Know After Only A Few Minutes Of Reading Jeff’sAmazing But True-Life Success Story And Wealth-Building Secrets!

• The Truth Behind Making $4,000 A Day In Your Underwear…page 3• Why Jeff Agreed To Share His Insights With You…page 11• You’ll Say “Thank Goodness!” With This Revelation…page 13• How Failure Can Turn Into Success Practically Overnight…page 19• The Gaping Hole In Most Mail-Order Programs…page 25• Profit In Mail-Order With Less Than $1,000…page 30• This Little-Known Strategy Doubles Your Success…page 39• Inside Advice At How YOU Too Can Make $4,000 A Day…page 40• How To Save Yourself Thousands Of Dollars, And Time…page 45

Go someplace quiet, and lock the door! Get ready to unleash the barricades in your mindand business…and discover what a pioneer of successful mail-order businesses has toreveal! These concepts and ideas have brought Jeff and his entrepreneurial clients greatachievements…find out how simple and how close you are to launching into a whole newway of life!

“Anybody with a brain who takes the time to understand my example should be able todo this…and when I say ‘$4,000 a day’, I mean just that! This isn’t some ‘fluke’ thathas only worked for me.” Jeff Paul

JEFF PAUL has incredibly changed his own life around, both financially and personally,with what he’s about to share with you…AND YOU CAN TOO! Jeff went from flatbroke and bankrupt before he designed his unbeatable mail-order system…to makingover a MILLION dollars in sales in less than a year! You are about to discover the uniquemail-order program that Jeff has helped more than 20,000 other entrepreneurs use, togrow their own businesses at accelerated rates! He himself has gone from starting onlyone business (from his card table!) to owning and operating SEVEN different companies,in less than a few years! He still works from his home (now in a nice, cushy homeoffice!), while his 40 some employees handle all the tasks. Wait 'til you see what YOUcan do after swiping Jeff's secrets!

Whether or not you already have your own business, or even if you don’t have a productor service yet, this book is for you! You’ll soon discover the biggest mistakes mostentrepreneurs make, and how to avoid them, and how to utilize the best-kept strategies tosoar your business into higher levels almost overnight! If you’re sick and tired of tryingto get your business off the ground, or nauseous every time you have to head off to yourfun-of-the-mill 9-5 job, then make sure you read this book cover to cover! Jeff revealsthe most proven, most successful tips and techniques to building your own business andpersonal wealth like nothing else around! You’re Incredibly Fortunate…you’re aboutto read what Jeff normally charges $895 to those who want to come and check out hisoperation; a $1,000 or more to attend his sold-out seminars; $3,000 or more every timehe’s demanded to be a guest speaker at other seminars; and $4,000-$25,000 others gladlypay in fees for his consulting advice and wealth of money-making knowledge! You’reabout to get a crash-course of it all…