Info- Info- Info- Info-Preneuring:Preneuring:Preneuring:Preneuring: How to Be an Information Multi-Millionaire!

by Robert G. Allen

WWWWelcomeelcomeelcomeelcome to the most exciting and profitable business in the world, to the most exciting and profitable business in the world, to the most exciting and profitable business in the world, to the most exciting and profitable business in the world,

the business of selling information.the business of selling information.the business of selling information.the business of selling information.

I call it info-preneuring. (An info-preneur is an entrepreneur who sells information.) It istruly the most exciting business in the world. And . . . if you do this business right, within afew months, total strangers will be sending you money for your ideas. This will happen evenif you think your ideas are worthless! I will show you how Your Ideas Are Profit Empires!Your Ideas Are Profit Empires!Your Ideas Are Profit Empires!Your Ideas Are Profit Empires!

First of all, who am I, and why do I think I can teach you how to be a profitable info-First of all, who am I, and why do I think I can teach you how to be a profitable info-First of all, who am I, and why do I think I can teach you how to be a profitable info-First of all, who am I, and why do I think I can teach you how to be a profitable info-preneur?preneur?preneur?preneur?

My name is Robert G. Allen. In the 80's I wrote three best-selling books. Two of them madeit to the number one spot on the New York Times best-sellers list. My first book, NothingNothingNothingNothingDown: How to Buy Real Estate with Little or No Money DownDown: How to Buy Real Estate with Little or No Money DownDown: How to Buy Real Estate with Little or No Money DownDown: How to Buy Real Estate with Little or No Money Down, became the largest selling,longest running financial hardcover book in history. It has been revised twice with thecurrent edition entitled, Nothing Nothing Nothing Nothing Down for the 90'sDown for the 90'sDown for the 90'sDown for the 90's. A new edition will soon be released forthis new decade. Nothing DownNothing DownNothing DownNothing Down still sells well nearly 20 years after I wrote it and willprobably continue to sell well long into the future. My second book, Creating WealthCreating WealthCreating WealthCreating Wealth, wasalso a number one New York TimesNew York TimesNew York TimesNew York Times bestseller with over a million sold. My latest book,Multiple Streams of IncomeMultiple Streams of IncomeMultiple Streams of IncomeMultiple Streams of Income, hit the New York TimesNew York TimesNew York TimesNew York Times best-seller’s list only eight weeks afterit was published last year.

In conjunction with my best-selling books, I have also taught seminars nationwide on thesubject of real estate and creating wealth. Over one million people have been to my freepreview lectures nationwide. Of these, 103,000 people paid me up to $500 to attend myweekend Nothing Down Seminar and 20,000 people paid me up to $6,950 to attend my fiveday in-depth Wealth Training. This is in addition to the millions in tape, video, andnewsletter sales.

I think I can safely say, that no one in the world knows more than I do about creating anI think I can safely say, that no one in the world knows more than I do about creating anI think I can safely say, that no one in the world knows more than I do about creating anI think I can safely say, that no one in the world knows more than I do about creating aninformation empire from scratch and teaching others to do the same.information empire from scratch and teaching others to do the same.information empire from scratch and teaching others to do the same.information empire from scratch and teaching others to do the same.

I have hoarded these secrets for years, never revealing how I accomplished so much in so littletime. I didn't do it all alone, of course. Nobody makes it to the top without mentors and apowerful Master Mind team. What I learned from my mentors and from the School of HardKnocks cost me millions, but it was worth every penny. It has only been recently that I havedecided to share this powerful body of knowledge with a few highly motivated individuals.What you are now reading is the preliminary draft of some of the ideas, which have made meand my partners literally tens of millions of dollars.

It's a tough business if you don't know what you're doing. But, it can be extremely lucrativeand very rewarding when you've learned the ropes.

Much success, my friend. May you sell a million!

Robert G. Allen

PPPProfit from therofit from therofit from therofit from the

IIIInformation nformation nformation nformation BBBBonanzaonanzaonanzaonanza

Get in the fast lane on the

Information Super Highway!

In case you haven't noticed, the world isexperiencing an information explosion. Inthe near future, the majority of thehouseholds in North American will haveaccess to hundreds of channels ofinteractive television giving every customerinstant unlimited access to information,communications, and entertainment.

In addition, there are tens of millions ofcomputer screens hooked up to the net ―yours included. The Internet is exploding.People are communicating andsharing information like neverbefore.

Stake your claim in the greatinfo-rush of this new millennium.

Who is going to provide all ofthe programming for the 500channels, the on-line databases, andthe hungry airwaves? You are! Youare the source of the ideas, information,data, and entertainment to fill the voraciousappetite of millions of info-maniacs.

Profit by the shift from the informationage to the communication age.

The serious money in the future,however, is not just in providinginformation or raw data. We are alreadydrowning in information. We are oninformation overload. We are data drunk.The problem is not a lack of information orideas but a lack of information that ispackaged properly. Your job in the future isto convert the mountains of raw data intospecialized knowledge presented in a waythe consumer can assimilate and use quickly:

Specialized knowledge packagedproperly

NEED: Time Friendly Information

Time is the currency of this newmillennium. Time is our most valuableasset. Since all of us are already oninformation overload, with too muchinformation to absorb and too little time toabsorb it, we all will be looking forinformation that is "time friendly."

We won't want to waste timestudying and reorganizing generaldata to fit our unique circumstancesand problems. We'll wantinformation we can USE NOW,FAST & EASY.

The best way to distinguish yourinformation from the hundreds ofcompetitors is to emphasize themost important competitive

advantage: YOUR INFORMATIONMUST BE SIMPLE AND EASY TO USEAND MUST PROVIDE FAST RESULTS.

Your advertising should emphasize this.

Be well-informed in the age ofinformation "haves and have nots."

The future is being fired at us at pointblank range, and we will need to react inlightning quick time. Those who reactslowly will find themselves amongst the"information have-nots."

In order to be prepared to understandhow to deliver your information in thefastest and easiest way, you must betechnologically up to speed or you will be

• Organized

• Simplified

• Beautified

• Systematized

• Personalized

• Interactive

• Multi-media

• Delivered to your house

• Ready to use

• On demand

• Instantly

YouYouYouYouare theare theare theare thesourcesourcesourcesource

ofofofofideas.ideas.ideas.ideas.

left in the dust. The information business ismoving at Mach 2.

You must be computer literate, and youmust teach your children and employees tobe computer literate. Your customers willdemand it, and your competitors will forceit. You can't hide your head in the sand andhope the storm blows over. It ain't gonna blowover. It's only gonna blow harder.

How to turn you expertise and passion(hobby or favorite past-time) intolifetime streams of cash flow

Now, with all of this talk of the billionsbeing spent on the super informationhighway, you might be a bit intimidated.You might wonder how "little old you" cancompete with the big boys. How can yousell your ideas, you life's expertise in the faceof the media moguls? Thefact is, anyone with a goodidea, persistence, and somesavvy can make a milliondollars selling information.You don't need a hugeadvertising budget and astaff to spend it.

All you really need is

● An interesting story

● An expertise that people want

● A powerful marketing plan

The Book Within YOU:

Everyone has at least one good book towrite.

It is my firm belief that everyone ―including you ― has a least one good bookin you. When you've finished reading thisspecial report, you'll realize that you haveenough information and experience in yourhead right now to turn it into a lifetimestream of income. You have a book in youthat is just waiting to be unleashed.

With some proper positioning, yourbook can become the cornerstone of aninformation empire.

An information empire?

Yes.

And I'm going to prove it to you.

The next time you wonder whether"there's gold in them thar hills," rememberthe example of 75-year old Walter Swannfrom Arizona. A few years ago he wrote abook about growing up in Arizona with hisbrother, Henry. He called his book, Me andHenry. Sounds like a moneymaking title,doesn't it? However, no publisher wouldpublish it. So, he published it himself. Nobookstore would buy it. So opened his ownbookstore. His bookstore is unique: It onlycarries one title ― that's right, Me and Henry.He calls it the One Book, Book Store. Theonly book you can buy in his bookstore isMe and Henry.

Dumb idea, right?

Wrong.

He sells thousands ofbooks worldwide. And hemakes thousands ofdollars a month from thisone simple idea. In fact,his business has been so

good that he has written another book. Thisone is called, Me and Mama. It's also for salein a special room in the One Book, BookStore. It's called the Other Book, BookStore.

What I want you to realize is that you,your life story or your life's expertise havemarket value. It may have enough marketvalue to support you for life.

TTTTurn your life story into money ―

even if you've been a miserable failure.

Almost all success books start off with amiserable failure. The author tells how he orshe used to be too fat, too poor, too ugly,too unhappy, too lonely, or too addictedand through some miracle, will power, ornew found knowledge would enable them to

Your life storyYour life storyYour life storyYour life story&&&&

Your life's Your life's Your life's Your life's expertiseexpertiseexpertiseexpertisehavehavehavehave

Market Value!Market Value!Market Value!Market Value!

overcome failure and rise to the heights ofsuccess. Let me give you some prettyimpressive examples:

And the list goes on and on. Each ofthese info-preneurs used the story of theirrise from the ashes of failure to create aninformation empire. Each of them nowproduces books, seminars, newsletters, tapeprograms, video courses, speeches,consulting relationships, and infomercials.They turned their failure-to-success storyinto millions of dollars.

You Too Are WorthYou Too Are WorthYou Too Are WorthYou Too Are WorthMillions!Millions!Millions!Millions!

Everything that has happened toyou, good or bad, has cash value.

Do you ever wonder how those famousstars on those diet commercials are able totake the weight off and keep it off? How dothey do it? Where do they get the will powerto lose all that weight and keep it off?Think! If someone offered your a half amillion dollars to do a diet commercial,wouldn't you be able to find the motivationsomehow?

Now take this to the next logicalconclusion. What if someone offered youten-million dollars to turn your life aroundright now. How much would it take for youto be motivated to perfect yourrelationships, to get in shape, to get yourfinancial act together, to be a topsalesperson, or whatever. What if youdecided that YOU ARE THE BEFOREAND AFTER STORY? Fix yourself, thenyou, too, can market your new-found "knowhow."

You don't even need a unique, newsystem. It can be old knowledge, repackagedand remarketed in new ways. Look at all thediets out there. There are only three

variables in the diet game: food, exerciseand mental attitude.

Susan Powter, in her hugely successfuldiet infomercial and book, "Stop the Insanity!"doesn't teach anything new. She teaches oldstuff in a unique way. And MAKES TENSOF MILLIONS OF DOLLARS DOINGIT!

TTTThe formula is pretty simple:

● Identify a Core Human Desire/Need

● Find new technology for solving this

Core Desire/Need

● Find a new way to market to this Core

Desire/Need

Let's look at Tony Robbins. Why is heso successful? He has identified a coredesire/need: The need is to achieve success.He applied a new technology: Neuro-Linguistic Programming. He used himself asthe BEFORE and AFTER story. He used anew way at that time to market:Infomercials. And the rest is history.

You don't have to do it on such a grandscale. You can be like Walter Swann and histiny One Book, Book Store. The point I'mtrying to make is that one mediocre ideawith some good marketing power cangenerate a lifetime stream of cash flow. Andwith some crafted opportunity it can turninto millions of dollars. Everything in yourlife has value. The failures. The successes.It's all part of the equation.

And if you want to get paid millions ofdollars, start trying out how to turn your lifearound now, and then tell the rest of us howyou did it.

MMMMy story: How one simple idea

grew into a billion dollar business.

The above formula is exactly the sameone I used to take in over a hundred million

Author Title SubjectTony Robbins Unlimited Power SuccessSusan Powter Stop the Insanity DietJohn Bradshaw Homeward Bound Self-esteem

dollars over the past 20 years. I wanted tobecome successful ― to be wealthy. So Iapplied myself to real estate in the lateseventies after I got out of college and I hadonly a few hundred dollars in my pocket andno other source of income.

In a few short years I made a lot ofmoney in real estate. I started sharing someof my ideas with friends, who were veryinterested. They started using my ideas andalso started making a lot of money.

I wondered if anyone else might beinterested, therefore, I ran a small classifiedad in my local newspaper. Itsimply offered to teach them:

“How to Buy Real Estatewith Little or No MoneyDown.”

The phone rang off the hook.I taught small classes at first, thengraduated to large weekendseminars, then wrote a book,which helped to promote the seminars, thenon to newsletters, tapes, videos, and on andon.

The concept of real estate investing wasas old as the hills. What I added to theequation was to take old techniques and torepackage them under the banner of asingle, sexy concept, Nothing Down. Here isthe result:

● 2.5 million books at $20 = $50,000,000

● 100,000 seminars at $500 = $50,000,000

● 20,000 trainings at $5,000 = $100,000,000

● Other miscellaneous stuff = $20,000,000

● Total = $220,000,000

That's over two hundred million andcounting, just through my businesses alone.

Then, with all of the knock-offs ofNothing Down from Dave Del Dotto,Tommy Vu, Carlton Sheets and dozens of

other copycats, the tally goes into thehundreds and hundreds of millions ofdollars.

During my lifetime over a billion dollarsis going to be dug out of the mineshaftcalled Nothing Down real estate.

CaptureCaptureCaptureCapture

Your Billion-Dollar IdeaYour Billion-Dollar IdeaYour Billion-Dollar IdeaYour Billion-Dollar IdeaBillion dollar ideas are floating around in

the air right now. You have one or twoevery day. The key is to learn how tocrack the code, to discover thecombination to the vault. Using newtechnology or a new marketingangle, you can tap into your ownbillion-dollar idea.

HHHHow to make at least$1,000-a-day selling "how-to"

information to eager info-maniacs

Once you "crack the code" and find thatyour idea or product has uncovered ahungry market, the next step is to roll outyour marketing to different marketingmedia. I first started in the classifieds. Then,I graduate (fearfully) into display ads in thenewspapers. My first ad was $300. I thoughtI was betting the farm! This brought evenmore business.

Then, I graduated to full-page ads in thenewspaper. (Which really scared the heckout of me. Imagine dropping $10,000 on asingle, one time only full-page ad. If itworks, you make good money. If it doesn'twork, you just burned up ten grand or more.An associate of mine dropped $60,000 inmedia for a large seminar on the day beforeof a major Los Angeles earthquake. $60,000down the drain! Ouch!)

From full-page ads, my highly skilledmarketing team moved into television

MakingMakingMakingMakingMillionsMillionsMillionsMillionsformformformformNothingNothingNothingNothingDownDownDownDown

Nothing DownNothing DownNothing DownNothing Down was a Billion-Dollar Idea! was a Billion-Dollar Idea! was a Billion-Dollar Idea! was a Billion-Dollar Idea!

advertising. The infomercial for the NothingDown Seminar in the early 80's was the veryfirst successful infomercial ever produced. Itwas created by Roger Larsen who is thepioneer of seminar marketing and one ofthe geniuses of the business. I was so luckyto have found him and to have been able towork with him for so many years. (I havesince created and starred in nine differentinfomercials. Some had great success andothers were total failures. Ironically, thecheapest ones to produce seemed to yieldthe most money.)

With a winning idea, and many differentmedia to market it, we then branched intothe many related support products, whichbrought in millions of more dollars. Onceyou uncover a mother lode of ore, you canspend the rest of your lifetime digging it out,as I have done.

With a few minor adjustments, this isgoing to be your same trajectory of success.But before you launch this new business, Ijust want to educate you to the fabulousbenefits of being in the informationbusiness as compared to any other businessthat you might be tempted to get into.

TTTThe Best Business in the World:

Benefits of Selling Information

● Unlimited world wide market

● Easy to research

● Easy to create

● Easy and cheap to test

● Easy and cheap to produce, inventory, and

correct

● Low cost start-up

● High perceived value

● High markup● Mobility: Operate from any mailbox in the world

● Copyright protection from competitors

● Prestigious, impressive career "I'm anauthor."

● Satisfying: a permanent record for futuregenerations

I can't think of a more satisfying careerthan producing information products. Theyare easy and cheap to create and produce,fun to sell, and do so much good for theconsumer. I get success letters fromhundreds of happy, satisfied customers eachyear who share their great gratitude for howusing my ideas has improved their lives. (Ikeep pinching myself.) "You mean, I can getpaid for this?"

Your Three EssentialYour Three EssentialYour Three EssentialYour Three EssentialInfo-Info-Info-Info-preneuring Skillspreneuring Skillspreneuring Skillspreneuring Skills

Skill #1Skill #1Skill #1Skill #1: Research and CreativeExpertise

How to research, discover, acquire, andorganize your ideas. It all starts with a coreexpertise. What do you know that we don't?Or who do you know that knows somethingthat the rest of us need or want to know?You don't have to spend years learning acore expertise. You can find some expertwho is under-marketed and take his or heridea to the marketplace. Just remember toorganize this information in thecommunication age style: easy to learn,simple to use, and yielding fast results.

Skill #2:Skill #2:Skill #2:Skill #2: Packaging Expertise

How to express, display, package,communicate yourself. Sometimes the linebetween success and failure is razor thin. Iknow of an info-preneur who spent yearsand tens of thousands of dollars creating aproduct called Compact Classics. He had takenand condensed all of the great classic booksin fiction and non-fiction into a two-pageformat. Instead of taking weeks to read theoriginal, you get the meat of the book inonly two pages. Only one problem . . .

No one would buy it. And thousands ofdollars went down the drain. Until it gotrepackaged and re-titled . . .the new title?

The Great American Bathroom Book.

The idea caught on and a millionsdollars later, the idea is still pumping outcash. By the way, you can buy the samebook with either title.

If you are the high brow type, you orderthe Compact Classics title. If you are the LarryLunch Bucket type, it's theBathroom Book. But neithermarket would have enjoyed thebook if some savvy packagerhadn't "cracked the code."

Here are some corepackaging skills you will needto develop, rent, or acquire:

● Find the best prices for materials,● Design useful, interesting packaging,● Create low-cost ways to organize your materials.

SSSSkill #3#3#3#3: Marketing Expertise

How to sell, distribute, disseminate,promote yourself and your product. Of thethree skills marketing is the most essentialskill to master. You can market junk withright marketing campaign. Quality work isdoomed to remain stuck in your computerdata banks unless you learn how to marketit. Here are some core marketing skillswhich you will have to buy, rent, or acquire:● Writing compelling copy,● Understanding psychology and human nature,● Learning the secrets of direct mail advertising,● Buying the best and cheapest advertising,● Tracking your results,● Managing a database, and● Tapping into the Internet.

HHHHow to find the millions in profitsoverlooked by most info-preneurs

You don't need to be an expert in theabove skills, but you do need to alignyourself with the leading experts. Forinstance, suppose you go to a local churchmeeting on parenting because you arehaving trouble with your teenagers. Youfind the room is filled to overflowing. Yourealize that you are not alone there are

hundreds of other parents inyour same predicament. A lightbulb comes on in your head.AHA! Here is a hungrymarketplace.

You listen to the speakerand see that his material isperfectly organized for thecommunication age. It appearsto be fun, fast, and simple. It

promises swift results and is easy to learn.

You go home and try a few of thetechniques on your own teenagers. Voila!You have them eating out of your hand inno time. Hmmmm! There might besomething here.

You call the parenting seminar leaderand find he is just a mom and popoperation. He doesn't have a clue aboutmarketing, packaging, or promoting. Youask him if he would be willing to let youmarket him on a non-exclusive basis. Itcould mean a few extra thousand in hispocket. He agrees, and you draw up anagreement.

Then, you assemble your copywritingexperts to create a preliminary ad campaign.First, you test in direct mail and limitedclassified ads. The ads start to pull. Youbranch out onto the Internet and your Webpage is deluged with "hits." You realize thatyou've got a tiger by the tail.

MarketingMarketingMarketingMarketingIs YourIs YourIs YourIs YourMostMostMostMost

EssentialEssentialEssentialEssentialSkill!Skill!Skill!Skill!

You create more product tapes,books, and seminars and roll out amassive marketing blitz.

What made all of thispossible? You recognized agreat idea. You got therights to market it. Youbrought in your team tohelp you capitalize on it,and all of you tookwheelbarrows full ofmoney to the bank.

Most experts out therehave no idea how tocreate, package and markettheir expertise. There areliterally thousands of themout there waiting to be "discovered." Youmight be one of them.

5555 RRRRings of RRRRiches:The vast opportunities that await all

info-preneurs

One of the least understood concepts,even by successful info-preneurs, is howvast the opportunities are for making moneyfrom just one good idea. I'll explain this toyou by teaching you what I call the 5 Ringsof InformationRiches.

Think of yourinfo-business as aseries of 5 concentriccircles. At the centeris the bulls-eye: thefirst ring.

RRRRing OOOOne:Succeeding in yourcore expertise.

You must have acore expertise that iseither a revolutionary new technology or isan old expertise that has a new marketingstrategy. My core expertise was real estate

investing. I became very good at it.Therefore, I could teach it to others. As I

said earlier, you don't have tobe the expert yourself. Butyou do need to borrow,license, or acquire theexpertise from someone. Youare looking for an expertisethat has a market that meetsthe following characteristics:

Finding a hungrymarketplace

A large and growing bodyof interested people,

Who can be easilyidentified,

Who have an immediateneed/want/problem,

Who are highly motivated to solve it,

Who have the money to spend

And are willing to spend it,

In an economic climate that encouragesspending.

Think of your market as a school of fish.

Does your market contain enough fish?

Is it a growing ordeclining school offish?

Is it easy to findwhere they are andwhat their feedingpattern is?

Are they reallyhungry?

Is the weathercooperating for theideal fishingconditions?

Is there a certainbait that makes them"bite like crazy?"

Are they willingto come out of the safe, dark depths of thebottom to fight for this new bait?

You makeYou makeYou makeYou makemoney, yourmoney, yourmoney, yourmoney, yourexpert makesexpert makesexpert makesexpert makesmoney, andmoney, andmoney, andmoney, and

youryouryouryourinformationinformationinformationinformation

empire isempire isempire isempire islaunched.launched.launched.launched.

Ring One

Ring Two

Ring Three

Ring Four

Ring Five

CCCCracking the Code!

Once you have identified your marketand your expertise, then the process of"cracking the code" begins. What I mean bycracking the code is to find out how to offeryour expertise in such a way that the fish"rise to bite."

Real estate investing was not new. Butoffering to show people how to buy it withlittle or no money down was just the rightbait at the right time. There was a large andgrowing school of baby boomers who weremoving into their prime home buying age inthe late seventies. Inflation forced houseprices upward and created increasedincentive to buy, now. The climate wasright, the school of fish was hungry, andthey needed to buy. My information wasperfect.

Later in the eighties, the climatechanged, inflation died, government tax lawsdiscouraged investment, and the babyboomers moved onto other interests. Thisdoesn't mean there aren't still millions to bemade in real estate or in real estateinformation. But the "feeding frenzy" is notas intense at it once was.. You are lookingfor a situation where the feeding frenzy isabout to begin.

Basically, there are no real new or totallyunique human needs or wants. They havebeen the same forever: Sex, money, self-esteem, health, relationships, beauty, andgreed. Your information should tap into oneof these universal wants/needs and whip upa large and growing school of fish into afeeding frenzy.

What will cause a Feeding Frenzy?

• The title you select,• The words you use to market your information,• The benefits your information offers, and• The way it is packaged.

Once you have discovered the rightcombination of message and media, youhave cracked the code. Then, you are readyto move to the next ring.

RRRRing TTTTwo: Teaching others specificknow-how to succeed in your coreexpertise

First, I made money by investing in realestate (Ring One) Then, I taught others howto succeed in real estate just like me (RingTwo). There are about twenty ways to sellthis Ring Two information. In other words,there are twenty separate $100,000 + a yearbusinesses that result from having crackedthe code. Here is an incomplete list:

Ring Two Businesses Growing fromYour Core Expertise

1. Author: Selling information to otherpublishers.2. Desktop publisher: Self publishing foryourself or others.3. Seminar promoter: Selling information inseminars.4. Public speaker: Selling information fromplatform.5. Telecommunicator: Selling info via 900 #s,teleconferences.6. Newsletter editor: Selling info in monthlyformat.7. Computer programmer: Selling info via discsand CD's.8. TV producer: selling info via TVinfomercials/shows.9. Personal consulting: Selling personalized,one/one info.10. Professor/teacher/trainer: Education,corporate, public.11. Freelance writer: Selling info in magazinearticles.12. Syndicated columnist: Selling info innewspaper.13. Media expert: Informing those who informothers.14. Talk Show/Info host: radio or TV.

15. Magazine publisher: Packaging info inmagazine form.16. Game designer: Selling info packaged as agame.17. Calendar creator: Selling info packaged as acalendar.18. Product designer: Selling info on T-Shirts,mugs, posters.19. Licenser: Licensing expertise/name/ideas topromoters.20. Online expert: Producing online servicesand products.21. Audio cassette marketer: Creating audioprograms22. Internet expert: Show people how to marketon the net

Most successful info-preneurs have onlytapped into a few of the above businesses.They are leaving millions of dollars on thetable. Once they see the big picture, they aremore able to capitalize on the opportunitiesaround them. Then, they are ready toexpand into the third concentric circle orwhat I call, the Third Ring.

RRRRing TTTThree: Using your specificexperience to teach general successskills to your market place.

For example, one of thegreatest salesmen in the world, ZigZiglar, honed his sales skills sellingpots and pans. But there wasn't alarge and growing market ofhungry pots and pans salespeopleto market his expertise to.Therefore, he became a generalexpert in the broad field of salestraining. He went from specificexpertise to general expertise and mademillions of dollars.

Mary Lou Retton won gold medals inthe 1984 Olympics for gymnastics. Therewasn't a big market for her information toother gymnasts. She now delivers generalsuccess and motivation speeches tocorporate audiences worldwide on thesubject of how to be a gold medal

performer. She makes huge speaking feesand enjoys a nice info-preneuring incomefrom her Third Ring.

Other Third Ring opportunities arelisted below:

Success trainer on the subjects of:Success and motivationLeadershipGoal settingTime managementSales trainingManagementTeam buildingStress

Business consultant on the subjects of:How to run a successful businessEntrepreneurshipAdvertisingMarketingStrategyFinancial analysisComputer servicesMarketing your services on the Internet

There are literally thousands ofsuccessful Third Ring info-preneurs

nationwide. Harvey MacKay (withhis best-selling book How to Swimwith the Sharks and a host of otherbooks) is one example. He madehis fortune in the envelopebusiness in Minnesota.

What do envelopes have to dowith you?

Nothing.

But he claims that his great success inthe envelope business has given him theright to teach us all kinds of general successprinciples in the areas of sales, management,and positive attitude. And he makes millionsturning his specific know how into generalhow-to information.

Tell othersTell othersTell othersTell othershow to behow to behow to behow to besuccessfulsuccessfulsuccessfulsuccessfullike youlike youlike youlike you

are.are.are.are.

RRRRing FFFFour: Marketing otherproducts to your database

Once you have attracted a growingsatisfied customer database, you mayapproach your database with other productsand services.

For example, my original database iscomprised of people who have attended myreal estate seminars. But in reality thesepeople are entrepreneurs who like toexplore other moneymaking opportunities.

I can mine more money from mydatabase by pursuing four separate routes:

1. Mailing list rental agency

I could rent my list out to other similar,but non-competing, businesses to try to selltheir products. Some lists generate hundredsof thousands of dollars in list rental fees tothe primary info-preneur. There's a goldmine in those names! That's why it's soimportant to gather and take care of everyname you do business with.

2. Lead generator for otherbusinesses:

I could identify all non-competitiveancillary businesses that serve my databaseand use my influence toconvince my clients tobuy other products. Forexample, someonecomes to me with aseminar on DiscountedMortgages. They tell methat they will pay me $1per name for everyname on my database for the privilege touse my database for marketing theirproducts. This is without my endorsement.My customers do not know that I aminvolved. They just receive a mailing piecefor the product and choose to buy or notbuy.

This could be even more lucrative if Ichoose to write an endorsement letter

encouraging my customer to use theproduct. This is called an "endorsedmailing." Of course, the seller of theproduct is much more acceptable to mydatabase if I give a hearty endorsement sothe fee for this privilege is higher.

3. Joint venture partner:

In some instances, you may even chooseto split profits on the sale of a product toyour database. In one seminar arrangement,I split profits 50/50 with a seminarpromoter who sold a seminar to mydatabase. I appeared at the seminar and gavea hearty endorsement for all of my graduatesto come. In this case, the profit generatedwas much higher.

4. Direct marketer

If you have built up a great relationshipwith your database, you may even influencethem to buy other products that the onesyou are known for. This includes eventotally unrelated products. I have soldcruises, other seminars, and various financialproducts. If they trust you, they will buy.

RRRRing FFFFive: Support Services to Info-preneurs in other four rings

At the outer edge of the five concentriccircles is Ring Five.Some info-preneursdon't service the generalmarket. They focus onother info-preneurs.Once you get good atmarketing information,building databases,taking care of your

customers, and the like, you may also wishto share your new expertise with other info-preneurs.

If you were an especially giftedcopywriter, you may want to hire out yourcopywriting services to other info-preneurs.

You see, whatever your experience inlife, there is always a market for it. So keep

Whatever yourWhatever yourWhatever yourWhatever yourexperience in life,experience in life,experience in life,experience in life,there is always athere is always athere is always athere is always a

market for it.market for it.market for it.market for it.

all of your ads, your tracking procedures,keep everything that relates to creating yoursuccessful business. Eventually, you maywant to use it again in teaching others howto do what you did.

The following is a listing of at least 20support businesses for info-preneurs:

PrinterCopywriterSelling specific advertising conceptsAudio producerEditorial servicesMailing list brokerGraphics artistGhost writerSpeech coachLiterary agentVenture capitalistInfomercial producerInfo-marketing coachVideo reproductionCassette duplicationAdvertising agencyPublic relationsBook reviewerResearcherInformation brokerComputer strategistInternet webmasterWeb consultant

Examine these ideas often when you'rethinking strategically about the directionyour new company will take. For instance,as you look down the list of Ring Twoopportunities, which one strikes you as yourlead businesses and which ones will youfollow with?

You may be interested in teachingseminars and using that as a base toestablish a consulting business and from

there into a newsletter business. Or will youwrite and market your own book, and thenfollow with seminars and newsletters. Orwill you write a newspaper column whichgives you leads to sell a home study course?

You choose the info path that fits yourpersonality, but eventually you will expandout to all layers of depth in each of the fiverings.

The Info-funnel:The Info-funnel:The Info-funnel:The Info-funnel:Attracting lifelong customers into yourinner circle

Now that brings us to probably the mostimportant concept in all of informationmarketing. I’m sure I didn't originate thisconcept, but I have certainly developed it tomeet my own understanding of thebusiness.

Let me explain by describing how wefound customers for our real estateseminars.

First, we would place a newspaper ad toinvite people to come to a free 90 minuteseminar or lecture.

Out of all of the universe of people whomight be interested in real estate investing,let's assume that 200 people showed up.These people became part of my funnel.Those that didn't show up were outside myfunnel. By coming to the free seminar, the200 people demonstrated that they were

"warmer." They were willing to expendeffort to learn more. In sales terms thesewere "prospects or leads." They were warmleads but had not yet spent money.

We knew that a certain percentage of theaudience would always buy a seminar rightthere on the spot. For a $500 -$1,000seminar it could be as high as 20%.Generally, it was 10-15%. Just looking out atthe audience we knew that at least 10% hadcome there that night ready to dosomething.

Those who bought and came to theweekend seminar became highly qualifiedleads. They had tasted more ofthe product, had liked it, andnow were likely to buy otherproducts or seminars.

Visualize the free people atthe wide, open part of thefunnel, those who attend the twoday seminar further into yourfunnel, and finally the few whoget everything you have tooffer―passing through thenarrow part of the funnel ― intoyour inner circle. These are yourlifetime customers ― yourgroupies. They like what you do,and they'll be lifelong fans. These are yourmost valuable customers.

DDDDetermining the LTV of

a customer in your funnel.

Just what is the value of a customer whoenters your funnel and stays in there for along time? Tom Peters says that every time aFederal Express courier comes into hisoffice, the driver should see $180,000stamped on the head of the secretary. Hissmall firm of 30 people has a $1,500 amonth courier bill. That's $18,000 a yeartimes ten years for a total Long Term Value(LTV) of $180,000. And if the secretaryconvinces just one other customer to startusing the service, the value doubles. Butmost mail couriers think that the value of

the customer is just the $13.95 they spendtoday. Each of your customers is worththousands of dollars if you'll take care ofthem. They are worth much more than theinitial $20 book or $500 seminar. Theultimate goal is to keep that customer loyalto you and your products for ten years ormore. So by offering great service and valuethe customer can be enticed to remainforever. The longer they stay, the deeperthey go, and the more money you make.Profits are always higher from repeatcustomers.

Sometimes you can afford to losemoney on the front end (in a free seminar

or a free report) in order toentice a customer into yourfunnel where you can offermore profitable services. So,the funnel starts out with yourleast expensive items at theopen end of the funnel andends with your most expensiveitem at the other end.

Frankly, this is one of thereasons that you are readingthis free report. I realize thatmany who read these verywords will file this report in

some forgotten folder and forget about it.But a few, sharp readers will want to knowmore. I’ve designed a powerful way to workwith a few of you to help you get started onyour road to information fortunes. Just byrequesting this free report, you will receivemore information on how you and I canwork together to launch your informationempire.

How to Find Customers and Keepthem.

Remember what my friend, Mark VictorHansen, taught me:

"The sole purpose for your businessis to Find Customers and KeepThem."

The key to keeping customers in yourfunnel is to develop a long-term relationship

Each ofEach ofEach ofEach ofyouryouryouryour

customers iscustomers iscustomers iscustomers isworthworthworthworth

thousandsthousandsthousandsthousandsof dollars toof dollars toof dollars toof dollars to

you.you.you.you.

with them. A customer on your database is,not just a name on a computer, it's a realperson with changing andevolving needs and wants.Customers don't exist in a staticworld where nothing changes.They are being constantlybombarded with a hundredother options.

You need to do whatever ittakes to keep them loyal to youand to keep them out of yourcompetitor’s funnel because thelong-term pay out is so great.

Any marketer will tell youthat the hardest and mostexpensive sale is to a new, coldprospect who has never heard of you

before and has never tired your product.

The cheapest, easiest sale isfrom a satisfied customer. If youwant to have a real tough time inbusiness and if you want eachsale to be hard and expensive,then play the old game of “findthe new customer.”

You cannot survive in thecompetition in this newmillennium by constantly beingforced to find new customers.

You must make it easy bytaking care of the ones you findand by making it easy for them totell their friends about you.

clipping coupons saved their customers timeand money. Brilliant! No wonder they had a150% response.

TheTheTheThecheapestcheapestcheapestcheapest

&&&& easiesteasiesteasiesteasiestsale issale issale issale isfrom afrom afrom afrom a

satisfiedsatisfiedsatisfiedsatisfiedcustomer.customer.customer.customer.

The following is a specific example on how building long-term relationships withyour most valued customers can pay off big. It comes from a great book on marketing,The Great Marketing Turnaround: The Age of the Individual and How to Profit From it. By StanRapp and Tom Collins published by Prentice-Hall. I quote from page 62.

"The mid-sized Ukrop's (supermarket) chain, with 18 stores and a 25% market share in theRichmond area, was facing increasingly tough competition. The area had experienced a 25% increase inthe total number of grocery stores and supermarkets in just 5 years. Looking for a competitiveadvantage, brothers James and Robert Ukrops, .set up a test program. A mailing was sent tohouseholds near the test store, inviting them to become a Ukrop's "Valued Customer" and enjoy"Automatic Savings Without Clipping Coupons." Members would receive a bar-coded plastic card tobe presented and scanned each time they made purchases. And they would get a monthly statementlisting the "electronic coupons" and rebates automatically credited to their account based on theirpurchases of brands offering special deals at the time -- and telling them which product purchases wouldqualify them for additional credits. Every three months, members would then receive a voucher for creditsearned, and it could be used like cash at Ukrop's.They sent out 5,000 test mailings and signed up 7,500 customers - a 150% responseany direct marketer would envy! Within three months, overall sales volume in the test store had risen10%, and two-thirds of the sales were coming from Valued Customers. Within two years Ukrop's hadexpanded the systems to all of its(now 20) stores, and was mailing out to 196,000 members each monthits newsletter, Ukrop's Valued Customer News."

BBBBuild a million-dollar database relationship with your valued clients.

Did you notice what made the newprogram so successful? They madeshopping easier, simpler, and moreprofitable. Automatic savings without

It has been said, "Sell the sizzle and notthe steak." I say,

Sell the sizzleBUT DELIVER THE STEAK!

ANDthe salad

ANDthe hors d'oeuvres

ANDthe dessert

AND the after dinner drink,AND

the limo ride to and from the restaurant.

TAKE CARE OF YOURCUSTOMERS. THERE'S A HUGE

BOUNTY ON THEIR HEAD!

Whether you’re selling widgetsor information, you must create arelationship with your clientswhereby they feel that you aretheir ultimate source foreverything they want in life.

If you are in the informationbusiness, proclaim yourself as theirinformation source ― as their datadetective. You can follow yourcustomers for life and refine andadapt your database to theirchanging lifestyle needs.

In the early eighties the babyboomers on my database wanted nothingdown real estate. But as they movedthrough the subsequent decades theybecame consumers for dozens of otherinformation products such as:

How to invest/make moneyHow to find bargainsRetirement planningEstate planningMid-life crisis counselingHow to make 200% per year in the stock marketMaking a fortune on the Internet

By tracking their needs, as theirinformation detective, I am able to supply tothem with what they need at all the variousstages of their life. Once they are in myfunnel, I try to keep them there forever.

JJJJust how quickly can you turn anidea into cash?

Well, having established this foundation,let's explore a 12-Step Getting-StartedAction Plan, so you can get some cashflowing into your life.

Do you remember the definition of astraight line from your days in math class?

It is the shortest distance between twopoints.

So what is the definition of aMONEY LINE?

It is the shortest distancebetween an idea in your head anda check in your mailbox.

Suppose you wanted to seehow fast you could turn an idea inyour head into cash. What wouldthe actions steps be? There are atleast 12 of them:

12-Step Surefire12-Step Surefire12-Step Surefire12-Step SurefireGetting-Getting-Getting-Getting-StartedStartedStartedStarted

Action PlanAction PlanAction PlanAction PlanStep One:Step One:Step One:Step One:Identify/create a database that matches your P/E ratio.

If you want to prosper in theinformation business for a long time, youshould be marketing information thatmatches your passion and your expertise. Icall this the P/E ratio. It is possible tomarket information that you are notpassionate about. But at the very least, youshould be an expert in that subject.Conversely, it is possible to market

12-Step12-Step12-Step12-StepPlan toPlan toPlan toPlan to

GetGetGetGetCashCashCashCash

FlowingFlowingFlowingFlowingintointointointoYourYourYourYourLife.Life.Life.Life.

information that you are not an expert in.But at the very least, you should bepassionate about it. Better, of course, to be apassionate expert.

Let's suppose your subject is makingmoney fast ― a subject that you arepassionate about and have some expertisein. You would like to share this informationwith the world and make millions doing it.The first step would be to find a database ofpeople who have shown an interest inmoney. By exploring the Standard Rateand Data Survey publication at your locallibrary you can see lists and lists ofpublications, newsletters, magazines, etc.that cater to people who are interested inmaking, saving, and investing money.

By consulting with one of the many listbrokers advertised in Direct MarketingMagazine or from a referral source, you tryto identify a current mailing list of potentialcustomers for your information. Thecharacteristics of this mailing list shouldmatch what we discussed earlier: your audienceshould be a large and growing school of fish that ishungry and ready to be whipped into a feedingfrenzy.

If you have an existing database of yourprevious customers, you should probablytest your new idea on them first. But if youare starting from scratch, then you'll have tobuild a new database from• The names of your closest friends,• Family members,• The groups or associations you belong to,• Your co-workers, and• Anyone else you meet for the rest of your life.

Other than finding and keepingcustomers, the most important function youmust perform as an info-preneur is toconstantly build your database.

Using your current customer database ora cold list, as selected by your list broker,you need to determine the profile of yourideal customer.

Who is your target audience?How old are they?Where do they live?What are their interests?What magazines do they read?

Rather than renting a list, the Internet isthe hottest place to build your own list.Notice how we acquired your name. Youmust have visited my site and requested toreceive my Netletter along with threeSpecial Reports. I hope you’re enjoying thefree information. I’ve tried to give greatvalue for your click.

Every time people request the freeinformation, I acquire their e-mail address.And periodically, I send out a specialNetletter packed with more moneymakingideas. This builds a loyal customer base thathas specifically requested information aboutmy subject ― how to make money.

I’ll never forget when the power of anInternet database was demonstrated to mefor the first time. A colleague came to myhouse to show me how to make moneyfrom the Internet. I was expecting it to takedays, but I was astounded with whathappened. He typed in a short message to

his growing e-mailsubscriber list inwhich he offered tosell them one of mytape packages(normally priced at$60) for only $30 ―half price. I agreed to

the low price as a test because I realized thatat this price my costs would be covered andI could still earn a modest profit. He sentthe e-mail to a small list of his Internetnewsletter subscribers and within seconds,the orders started pouring in ― people wereso eager to get the special offer that theygave their credit card numbers in their e-mails. I was amazed. It was so easy!

Important Function:Constantly build your

database!

The power of building an Internetdatabase is ― that most people will NOT beinterested in your offer at any given time ―but that a tiny percentage will be VERYinterested.

SSSSuppose you have a list of only1,000 people. What kind of responsewould you need to make $1000 a day?

► Only one person in a thousand to buy your $1,000 hands-on training,► Two people for your $500 home study course► Four people for your $250 special package deal,► Ten people for your $100 kit.► You only need a 1% response rate!!!!!!

And the larger your list, the moremoney you make ― or the lowerresponse you need in order to make atleast $1,000 a day!

The key is the list. Now, you are on mylist. Eventually, I’ll offer something that isso enticing, so valuable, so interesting toyou, so rare that you, too, will want to beone of the few who take advantage of thatweek’s special offer. And we’ll both win.

So, how do you create such a list?

Step Two:Step Two:Step Two:Step Two:Discover what information is vital toyour chosen database.

This is called market research. Just whatdo your customers want? Have you everasked them ― called them up on the phone?Are you trying to sell them what they wantor what YOU think they need?

Ask. Ask. Ask.

Find out what information is vital tothem and how they want that information.

There are many levels of information. Atwhich level do your customers want to beinformed?

Do they want raw data?

(The number of foreclosures in LosAngeles County or the number of cars onthe freeway at rush hour?)

Do they want preliminaryinformation?

(A special report on the main causes ofcancer in females over 50 and how toprevent it?)

Do they want in-depth know-how?

(A complete home study system on howto raise happy and healthy children?)

Do they want skills training?

(A hands-on experiential 5 day trainingon how to be a successful public speaker?)

Do they want personal consulting?

(Toll-free or face-to-face coaching onhow to invest your personal money instocks?)

The deeper the level of information isthe more you can charge for thisinformation.

How much information do they want?

How much are they willing to pay?

These are all important questions whichyou would do well to ask to a hundredpeople before you ever put your fingers tothe keyboard.

Step Three:Step Three:Step Three:Step Three:Discover who is already providinginformation to your database.

Ask your target database, “Where theyare currently obtaining their information?”Your objective is to discover who are thetop information providers in your subject.Who are the best? They must be doing

something right. Make a list of the top fiveinformation providers.

Step Four:Step Four:Step Four:Step Four:Discover how the five bestcommunicate and sell to your targetdatabase.

► Call each of your top five information competitors.► Pretend to be a customer and ask each of them to send you their sales literature.► Ask where they are advertising.► Find out, if possible, how they get their leads.► Solicit their mailing pieces.► Visit with their top salespeople.► Let their telemarketers try to sell you.► Find out what benefits they emphasize.► Determine the features they brag about.► Gather information.► Let your subconscious simmer about it.

Step Five:Step Five:Step Five:Step Five:Discover what info/service/feature ismissing from your competitors.

► Let their salespeople sell you.► Become a customer.► Get their product.► Rip it apart.► What makes it so special?► Is it a matter of design?► Is it a matter of marketing?► Find out their strengths.► Probe for weaknesses.► Notice how other upstart competitors are making inroads into the market share of the top five companies.

► How are these smaller companies surviving?► What do they say to draw away customers from the big boys?► What niche are they exploiting?► Ask your target database what they don't like about your competitor's product.► Ask them what they would add to your competitor's product to make it perfect.► Ask them what they would delete from your competitor's product that is not necessary.► Ask them to design it exactly the way they want it.► And remember, at the top of the list of competitive advantages is ease of use and quick results.

Step Six:Step Six:Step Six:Step Six:Create a competitive advantage.Position your product better.

Remember, people are lazy.

If they have a choice between easy andhard, they'll take easy EVERY SINGLETIME!

If they have a choice between fast andslow, they'll take fast EVERY SINGLETIME.

If they have a choice between simpleand complicated, they'll take simple EVERYSINGLE TIME.

If you can provide these things at a pricethat is a bit lower than your competitor,odds are that you'll steal a bunch ofbusiness.

Now, a word about competition.

Sometimes beginners start with whatthey feel are unique ideas and naively rushoff to start their businesses. Soon theydiscover that someone else is already

marketing this idea ― sometimes with a verysimilar title or name, so they get discouragedand often give up.

First, understand that there is anenormous number of people in the world. Ifyou can just entice 1/1000 of 1% of thepopulation in North America (that's 2,500clients!) into your funnel and take care ofthem, you'll probably be set for life.(Remember the LTV of a customer. If eachone of these customers spends just a $1,000with you over the next ten years, that'sTWENTY FIVE MILLION DOLLARS!)

Second, remember that big companiescan get knocked off by smart competitorswho start from scratch with long, long oddsof success. MCI is doing extremely wellagainst ATT. Federal Express is doingextremely well against the US Postal Service.Compaq computer company is doingextremely well against IBM. The DiscoverCard is doing extremely well againstMasterCard and Visa. Even Robert Allendid extremely well against all the other realestate books and seminar operators that Ileap-frogged over in the 70's and early 80's.

New technology and super chargedmarketing can deal a mortal wound to yourcompetitor. Just because they've beenaround for 100 years doesn't mean youshould go back to your day job.

You should read the book, Positioning:The Battle for Your Mind by Trout and Ries.Great book! It will teach you how toposition your "David" product against a"Goliath" competitor.

When you are done positioning, yourproduct must be better.

Emphasize your competitive advantagein such a way that makes your competitor'sproduct appear obsolete. MasterCard didthis with American Express. "It'severywhere you want to be." Their adsshowed how American Express is notaccepted everywhere.

"When you absolutely, positively have tohave it overnight." Just saying that

emphasized the fact that the US Mail was adinosaur and that Federal Express was thenew jet-pony express. People were willing topay 50 TIMES the price of a first classstamp just to get their information threetimes faster.

To gain a competitive advantage, yourinformation must be,

FasterCheaperSmallerSimplerEasierMore efficientPrettierMore secure (guaranteed)More featuresBetter value (combining features)Better designBetter serviceMore advertisingBetter advertisingMore available

Step Seven:Step Seven:Step Seven:Step Seven:Create your ad.

As I said before, marketing is the key.Having determined your competitiveadvantage, you have to create advertisingthat causes people to ACT! I go into greatdetail on this subject in my advanced courseon Info-Preneuring (Call 1-801-852-8700for information.) We cover the followinginformation:

Advanced Impact Marketing: OnePowerful Ad Can Make You a Fortune.

How To Get Your Message AcrossIn The Overcrowded Airwaves.

How To Get Your Customers To BegTo Do Business With You.

Ethical Strategies For PersuadingAnyone To Buy From You-NOW!

Breakthrough Results: 10 Ways ToDouble Your Ads Response Rate.

Your ad should emphasize the Ultimatebenefit your product promises.What is the amazing miracle cureyour information can provide?Dr. Jeffrey Lant, one of theleading experts in sellinginformation products, says thatsome of the major UltimateBenefits are:

Financial StabilityHealthLoveSecuritySalvationSelf-regardCommunity and peer recognitionIndependenceSexual fulfillmentBeauty/desirability/personal attractiveness

The headline of your ad should promisean Ultimate Benefit, as well as yourcompetitive advantage.

The copy of your ad should describe asmany other benefits as you have space todescribe.

Of secondary importance in your ad arethe features of your product.

WWWWhat is the difference betweenbenefits and features?

Features describe your product. Benefitsare what your customer gets when they useyour product. When you talk about yourproduct, you are doing "feature" selling.When you talk about results, you are"benefits" selling.

For example, when airlines want to sellyou airline tickets to Hawaii, how do theydo it? Do they describe the kind of aircraftyou'll be flying in? Do they brag about theairline meals? Do they describe the

legroom? Or do they show you pictures ofpalm trees, and sun? Palm trees are benefits.Legroom is a feature. You'll get more peopleto Hawaii with palm trees.

Features are for the head.Benefits are for the heart.Features are about logic. Benefitsare about emotion.

Emotion will outsell logic tento one. Logic may be animportant part of the sale ― butonly after you have engaged theiremotion.

There is a lot more aboutmarketing than I can cover here. It is, infact, a lifelong study. However, there areshortcuts:

• Tricks that we pros have learned.• Words that can double sales.• Phrases that can cause your phone to ring off the hook.• Strategies that can cause people to beg to do business with you.― as impossible as that might sound to you, now.

When you see me speak to an audience,you will see people literally leap out of theirseats to do business with me. After speakingfor many years, I have discovered andperfected a scientific set of principles thatcause people to take action immediately.These principles work EVERY TIME! Ihope I can have a chance to share thisinformation with you personally.

Step Eight:Step Eight:Step Eight:Step Eight:Rent your target database for a limitedtest.

When your ad is done, you are ready forthe test.

Start cheap.

Try regular newspaper classifieds or on-line database classifieds.

EmotionsEmotionsEmotionsEmotionswillwillwillwill

outselloutselloutselloutselllogic tenlogic tenlogic tenlogic tento one.to one.to one.to one.

Cross your fingers. Let's hope yourphone never stops ringing.

Step Nine:Step Nine:Step Nine:Step Nine:Test until you find a message that pullsat least a 1% response.

What makes the Internetso perfect for informationmarketing is the freeclassifieds. There arethousands of places whereyou can place your freeclassified ad and test theresponse of your ads atZERO cost. It’s incredible.But even classified ads inregular daily papers arerelatively inexpensive. Andonce you discover an ad thatpulls, you can run it in one of7,000 different newspapers.That’s multiplying youradvertising response by 7,000 overnight.

Step Ten:Step Ten:Step Ten:Step Ten:Test many different media to see whichis most productive

Try newspapers.Try magazines.Try periodicals.Try newsletters.Try the Internet.

Some will produce gushers of cash flow.Others will be dry holes. It may take monthsof testing to discover which is which.

Step Eleven:Step Eleven:Step Eleven:Step Eleven:Roll out your marketing campaign in amajor way.

Prepare a well-structured marketingcampaign. Don’t buy advertising justbecause a good salesperson is highlypersuasive. Study where to place ads thatwill do the most good for you after youhave tested them and re-tested them. If anad is pulling a desired percent, don’t change

it because you have grown tired of it orbecause a salesperson suggests it.

Use free publicity and paid advertisingto augment one another. For example,write an article for a magazine and alsoadvertise in the same issue. The article

shows that you are an expert,and the ad invites the reader todo business with you.Together they will more thandouble the result of each onerun separately.

Work desired areas of thecountry to get maximumexposure in the shortestperiod of time. This willintensify your target market’sawareness of you and whatyou have to offer and will helpintensify the buying frenzy.

Step Twelve:Step Twelve:Step Twelve:Step Twelve:Test other Ring 2 versions of yourwinning info-product (CD-ROM,newsletter, seminar)

Once you have a winning ad for awinning product and you have rolled outyour marketing campaign, it is time to startstrategizing the next versions of yourinformation. If you'll look back to the 5Rings of Riches, you will see that there are22 ways to sell your information in Ring 2.

Ironically, each different version of yourproduct will have a different price range andwill reach totally different audiences. Justlike hard cover book buyers are totallydifferent from paperback book buyers, soare CD-ROM buyers different from audiocassette buyers. And happily, some of yourregular customers may want to have yourinformation in several different formats ―one for the car, one for their CD player, onefor their computer, one for their nightstand, one for library, one for theirtelephone, etc. If they love you and yourinformation, they're going to want all of youthat they can get.

The InternetThe InternetThe InternetThe Internetis perfectis perfectis perfectis perfect

to testto testto testto testyouryouryouryour

classified adclassified adclassified adclassified ad––––&&&&

it is Free!it is Free!it is Free!it is Free!

Well, that about covers the broadsubject of Info-Preneuring. I've tried totouch all of the bases and give you the bigpicture. There's much more to learn, butthis should give you enough information toconvince you that you shouldjump into the informationmarketing business with bothfeet.

One last word of advice: Onmy office wall I have a sign. Itsays,

I make money by writing words.The more I write, the more I make.Therefore,

WWWWrite 1000 words today!

I have calculated thatwhenever I write a word on apage ― like this one ― and I getit out to a customer ― like you― I eventually make $20 perword. If I want to eventuallybring in a hundred dollars, Iwrite five words. One. Two.Three. Four. Five. There, thatwas $100. If I want to make$1,000, I just write 50 words.500 words equals $10,000 and so on.

Why do I make so much money forevery word I write? Because every time Iwrite a best-selling book, it is placed intotens of thousands of bookstores. Every timea book sells, I not only make the 15%royalty of the cover price of the book(usually about $3 per book). However, thatis not where I make major profits. The bookis a lead generator for many more backendproducts.

Within the pages of each book I havesecret ways of capturing the name of thebook buyer ─

* Who now becomes part of my Info- Funnel,

* Who now is offered more of the products I have lovingly created for him or her,* Who then tells three or four friends about me,* Who also go out and buy my book.* Who also get enticed into my Info- funnel,* Who then tell their friends,* And so on, and so forth.

So that every word I writeeventually results in somebodysending me money ― at least $20for every, single word.

So, you see, I don't getwriter’s block. Ever! Whenever Ihave to make a decision aboutwhether to watch someworthless TV show or to sitdown at my computer and writemy 1000 words today ― my

computer always wins the battle.

If you knew that you could make $20 aword, wouldn't you be more motivated towrite your 1,000 words right now.

Why are you still reading?

Get Writing!

(P.S. My computer just did a word count inthis special report. There are 10,189 words.This is good. Very good.)

1,0001,0001,0001,000words awords awords awords a

day at $20day at $20day at $20day at $20per word =per word =per word =per word =

$20,000$20,000$20,000$20,000per day,per day,per day,per day,which iswhich iswhich iswhich is

Great PayGreat PayGreat PayGreat Paythatthatthatthat

can becan becan becan begeneratedgeneratedgeneratedgeneratedover andover andover andover and

over again!over again!over again!over again!