Please do not forget this, dear subscriber. Seventy-
five percent of the buying decision is made at the
headline.
Today’s important Success Margin series featuring
Headline Shortcuts continues with an enormously
powerful category. I call it Stacked Benefits.
I use Stacked Benefits when I’m promoting a
product or service with several strong benefits of
nearly equal power and importance.
I’ve found in certain instances there is no single
benefit “superstar.” So this Stacked Benefit is ideal.
Learn it. Apply it. And watch your bank account
grow.
Here are some examples:
*******
How to Grow Your Business, Gain More
Free Time and Profit Like Never Before
in Just Three Easy Sessions – Guaranteed!
*******
Discover 147 Time-Saving Ideas That Will Help
You and Your Staff Get Organized, Accomplish
More in Less Time with Less Effort – Guaranteed
or Double Your Money Back
*******
How to Get a Gorgeous Tan, Be Safely Protected
from Harmful UV Rays, While Gaining That
Natural Golden Look All Over… In Just Six Weeks
- Guaranteed – Or You Pay Nothing!
*******
How to Safely Lose 10 Pounds in 10 Days,
Maintain Your Energy Level and Avoid Sagging
Skin – Guaranteed or Your Money Back
*******
How to Earn Money in Your Own
Part-Time Internet Business, With
Low Investment, Without Major Stress
and Still Have a Life – or You Pay Nothing!
*******
How to Meet Three Qualified Single Men in 30
Days Who Have Been Thoroughly Pre-Screened,
Over a No-Obligation Cup of Coffee, Taking as
Little as 15 Minutes of Time – Guaranteed
*******
Here is my Fill-in-the-Blanks formula for the
Stacked Benefits technique.
How to Get (Benefit #1) (Benefit #2) and
(Benefit#3) (three is ideal) In Just (actual time
period required) Guaranteed or (Your Money Back,
Double Your Money Back, It’s Free, or You Pay
Nothing, etc.)
Does your product offer several benefits to your
prospects which are fairly equal in power?
If so, your Stacked Benefit headline may provide
you just the Success Margin you need!
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Ted Nicholas, copywriting by on Mar 20th, 2010. Comment.
Before I begin this article I want to point out that I’m no different.
I’m not immune to any of the things I will say here.
Maybe the name of this blog is wrong, or maybe it’s all part and parcel of the same things, but this is a rant.
I have a few rants and I’m guilty of them all.
My question is, why are there so many gurus, online and offline?
Well, the fact is, we made them.
That’s right, the little guy such as myself and the rest of the majority of wannabe gurus who litter the internet and, to a lesser extent, the offline business world.
You see, we need to tell ourselves there are these experts out there who can teach us everything they know.
Okay, that part is probably true as there are plenty of people who could teach us – even people who don’t practice what they preach.
Let’s face it, Angelo Dundee was never a champion boxer even in the loosest sense of the word, and yet he trained Muhammad Ali, probably the best all-round scientific heavyweight boxer ever (in my opinion, anway).
So, it makes sense you don’y need to be a doer to teach others how to do as long as you KNOW HOW to do it.
However, the fact is, it’s not enough that a person knows exactly what to do, the ins and outs of a business.
It’s not enough that, if we do exactly as they say, we could most probably become just as successful and wealthy as any other business-man or woman, online or off.
There’s one factor that absolutely HAS to be present in order for us to BELIEVE this person knows what he or she is talking about, and has the chops to deliver what it is we are after.
Do you know that what that factor is?
It’s money.
The ‘guru’ in question has to charge a ton of cash.
Not a few dollars.
Sometimes not even a few hundred dollars.
And certainly not ‘nothing’.
Free?
You’re kidding, right?
If it’s free it must be worthless.
In fact, the more they charge the more we believe they know what they’re talking about and, thus, they will be able to make us ‘rich like them’.
Forget the fact that the material they teach is no different to something you could buy off Amazon for a few dollars.
Hey, I know because I’ve bought courses on copywriting which turned out to be no better and, in fact, inferior to some of the books I’ve bought on the same subject.
In fact, I’ve just recently bought a fourth edition copy of Tested Advertising Methods by John Caples.
It cost me $18 total from the Unites States, including postage and packing.
And I’m in the U.K.
Guess what?
That book is better than a lot of the high ticket courses available.
In fact, it’s a book people like John Carlton and Ken McCarthy rave about.
I’ve also got the fifth edition of the same book which I bought last year – I think that cost me about £12 from Amazon.
Other books I have on copywriting and advertising include Ogilvy On Advertising, 20 Ads That Shook The World, Confessions of An Advertising Man, The Elements of Style and a few other books which probably cost less than £100 in total.
In fact, the most expensive written course I have on copywriting is an original version of How to Convert White Space into Advertising That Sells by Clyde Bedell which my brother bought for me.
Oh, I also have an original first edition of Public Speaking as Listeners Like It! by Richard C. Borden – Cost? $18.
Those are a few of my books and I have a few more.
I also have some of the more expensive ‘guru’ courses.
Guess what?
They’re no better but cost at least 50 times the price of any one of my books.
Will that stop me buying them?
I sincerely hope so.
I think I’ve been around a little too long to get ‘taken’ again.
Alas, I fear not… probably.
The fact is, I wasn’t ‘taken’.
I searched out these more expensive courses because I felt they MUST be better.
I’m not the only one to do so… I wasn’t the only one… and I will not be the only one in future.
The fact is, there may be people who read this very post, agree with everything I say, and still go looking for the more expensive guru courses.
Well, good luck to them.
The fact is, if they actually follow them there’s a chance they will succeed whether it’s the $10,000 course, or the $20 book.
However, the gurus will always be in business because we want them to be.
And, if ever they all went bust, we will invent more of them.
We’ll throw money at whoever is willing to take it, just so we feel we’re getting the best there is out there.
It’s not the gurus’ fault.
I mean, if someone was willing to pay you thousands for your knowledge, would you turn it down just because you know your knowledge is freely available?
I doubt it.
So enough with the guru bashing.
If you don’t like what they do you don’t have to pay them to do it.
You may want to become a ‘guru’ yourself some day.
Meanwhile, I’m getting on with one of the best beginners business course available on the internet… and it’s completely free.
What is it?
The thirty day challenge, of course.

Filed under 30DC, Thirty day challenge, business by on Aug 8th, 2009. 4 Comments.
Brand New With Less Than $100 – Where Do I Start?
That’s a question someone asked on the Warrior Forum.
Here’s what I think.
There are a few very good courses around for less than that.
I would suggest do some research, get a decent course, study it, do what it says rather than just sit on it or stick it on a shelf, and then… don’t expect miracles within a few days or even months.
It’s no fluke that 95% of new businesses go bust within the first year and then 90% of the remaining 5% go bust within the next five years.
That means, if 1000 businesses start this year, at the end of the year 950 will go bust.
Of the remaining fifty, fourty five will go bust by the end of five years.
That’s frightening, isn’t it?
The one thing I’ve noticed with all business people (who tell the truth) is that, they all say they learned HOW to do the business first, which took more than a few months, and they actually applied what they learned.
If there’s one thing I’ve learned it’s this – Nothing in life worth doing is easy.
And anyone who tells you business is easy is either lying or had a ton of cash upfront to get started.
Even Richard Branson had rich parents, and he still did a lot of things ordinary people would not be willing to do simply because it would be seen to be dishonest.

Filed under business by on Aug 6th, 2009.
Do you ever get one of those days… you know… THOSE days?
You know what I mean.
Well, I had one of those days the night before last.
Actually, that’s one of those nights, isn’t it?
Anyway, what happened was I had some work to do unexpectedly and ended up not only awake all night, but I didn’t get to bed till around midday yesterday.
I had to get up again at 5pm and, after being awake for over twenty hours, that just was not enough.
As you can imagine I didn’t get much rest and ended up with a HUGE migraine.
This morning I woke up, or rather was woken up, by this migraine.
I came downstairs, ate an apple and took two ibuprofens and two paracetamols.
It’s mostly gone now, the migraine, but I can still feel the pressure and feel like I haven’t slept at all.
On top of that I received a letter from local government telling me they want my audited accounts.
Perfect.
I really need to get back into the groove of the thirty day challenge.
Oh, did I mention I had to re-install my Windows operating system?
First time in two years and it just happens as soon as the 30DC starts.
Now I’m having to reset all the applications and other stuff I had to set up to get started.
Once that’s done, I’ll get going with writing the proper blog posts on the 30DC again.
Until then, ciao.

Filed under 30DC, Thirty day challenge, internet business by on Aug 3rd, 2009. 8 Comments.
I remember as a youngster my father always used to say to me and my brothers that Bangladesh (my home country) is poor because the people don’t know where the riches are.
He used to tell us that Bangladesh always looks to other countries while under the very ground the people walk on there are riches beyond their imagination.
If only they would learn how to mine it.
When I first took part in the thirty day challenge two years ago, I was scraping together a measly living.
In fact, I was scraping together a measly living the second time I took part, as well, last year.
And I dropped out of the thirty day challenge both times.
My reason was that I needed the time to earn my living and, besides, what could I learn from a course which costs nothing.
A freebie.
You see, we’re conditioned (I have no idea how) to think anything which is free must be no good and, as a result, we sometimes miss the opportunities right under our noses.
The question is, will you be able to mine the riches from the thirty day challenge?
Take a look at the following excerpt from a longer story and, once you understand the moral, you’ll see why the thirty day challenge is akin to diamonds hidden in your back yard.
WHEN going down the Tigris and Euphrates rivers many years ago with a party of English travelers I found myself under the direction of an old Arab guide whom we hired up at Bagdad, and I have often thought how that guide resembled our barbers in certain mental characteristics. He thought that it was not only his duty to guide us down those rivers, and do what he was paid for doing, but also to entertain us with stories curious and weird, ancient and modern, strange and familiar. Many of them I have forgotten, and I am glad I have, but there is one I shall never forget.
The old guide was leading my camel by its halter along the banks of those ancient rivers, and he told me story after story until I grew weary of his story-telling and ceased to listen. I have never been irritated with that guide when he lost his temper as I ceased listening. But I remember that he took off his Turkish cap and swung it in a circle to get my attention. I could see it through the corner of my eye, but I determined not to look straight at him for fear he would tell another story. But although I am not a woman, I did finally look, and as soon as I did he went right into another story.
Said he, “I will tell you a story now which I reserve for my particular friends.”
When he emphasized the words “particular friends,” I listened, and I have ever been glad I did. I really feel devoutly thankful, that there are 1,674 young men who have been carried through college by this lecture who are also glad that I did listen. The old guide told me that there once lived not far from the River Indus an ancient Persian by the name of Ali Hafed. He said that Ali Hafed owned a very large farm, that he had orchards, grain-fields, and gardens; that he had money at interest, and was a wealthy and contented man. He was contented because he was wealthy, and wealthy because he was contented.
One day there visited that old Persian farmer one of those ancient Buddhist priests, one of the wise men of the East. He sat down by the fire and told the old farmer how this world of ours was made. He said that this world was once a mere bank of fog, and that the Almighty thrust His finger into this bank of fog, and began slowly to move finger around, increasing the speed until at last He whirled this bank of fog into a solid ball of fire. Then it went rolling through the universe, burning its way through other banks of fog, and condensed the moisture without, until it fell in floods of rain upon its hot surface, and cooled the outward crust. Then the internal fires bursting outward through the crust threw up the mountains and hills, the valleys, the plains and prairies of this wonderful world of ours.
If this internal molten mass came bursting out and cooled very quickly it became granite; less quickly copper, less quickly silver, less quickly gold, and, after gold, diamonds were made. Said the old priest, “A diamond is a congealed drop of sunlight.” Now that is literally scientifically true, that a diamond is an actual deposit of carbon from the sun. The old priest told Ali Hafed that if he had one diamond the size of his thumb he could purchase the country, and if he had a mine of diamonds he could place his children upon thrones through the influence of their great wealth.
Ali Hafed heard all about diamonds, how much they were worth, and went to his bed that night a poor man. He had not lost anything, but he was poor because he was discontented, and discontented because he feared he was poor. He said, “I want a mine of diamonds,” and he lay awake all night. Early in the morning he sought out the priest. I know by experience that a priest is very cross when awakened early in the morning, and when he shook that old priest out of his dreams, Ali Hafed said to him: “Will you tell me where I can find diamonds?”
“Diamonds! What do you want with diamonds?”
“Why, I wish to be immensely rich.”
“Well, then, go along and find them. That is all you have to do; go and find them, and then you have them.”
“But I don’t know where to go.”
“Well, if you will find a river that runs through white sands, between high mountains, in those white sands you will always find diamonds.”
“I don’t believe there is any such river.”
“Oh yes, there are plenty of them. All you have to do is to go and find them, and then you have them.”
Said Ali Hafed, “I will go.”
So he sold his farm, collected his money, left his family in charge of a neighbor, and away he went in search of diamonds. He began his search, very properly to my mind, at the Mountains of the Moon. Afterward he came around into Palestine, then wandered on into Europe, and at last when his money was all spent and he was in rags, wretchedness, and poverty, he stood on the shore of that bay at Barcelona, in Spain, when a great tidal wave came rolling in between the pillars of Hercules, and the poor, afflicted, suffering, dying man could not resist the awful temptation to cast himself into that incoming tide, and he sank beneath its foaming crest, never to rise in this life again.
When that old guide had told me that awfully sad story he stopped the camel I was riding on and went back to fix the baggage that was coming off another camel, and I had an opportunity to muse over his story while he was gone. I remember saying to myself, “Why did he reserve that story for his ‘particular friends’?”
There seemed to be no beginning, no middle, no end, nothing to it. That was the first story I had ever heard told in my life, and would be the first one I ever read, in which the hero was killed in the first chapter. I had but one chapter of that story, and the hero was dead. When the guide came back and took up the halter of my camel, he went right ahead with the story, into the second chapter, just as though there had been no break. The man who purchased Ali Hafed’s farm one day led his camel into the garden to drink, and as that camel put its nose into the shallow water of that garden brook, Ali Hafed’s successor noticed a curious flash of light from the white sands of the stream. He pulled out a black stone having an eye of light reflecting all the hues of the rainbow. He took the pebble into the house and put it on the mantel which covers the central fires, and forgot all about it.
A few days later this same old priest came in to visit Ali Hafed’s successor, and the moment he opened that drawing-room door he saw that flash of light on the mantel, and he rushed up to it, and shouted: “Here is a diamond! Has Ali Hafed returned?”
“Oh no, Ali Hafed has not returned, and that is not a diamond. That is nothing but a stone we found right out here in our own garden.”
“But,” said the priest, “I tell you I know a diamond when I see it. I know positively that is a diamond.”
Then together they rushed out into that old garden and stirred up the white sands with their fingers, and lo! there came up other more beautiful and valuable gems than the first. “Thus,” said the guide to me, and, friends, it is historically true, “was discovered the diamond-mine of Golconda, the most magnificent diamondmine in all the history of mankind, excelling the Kimberly itself. The Kohinoor, and the Orloff of the crown jewels of England and Russia, the largest on earth, came from that mine.”
When that old Arab guide told me the second chapter of his story, he then took off his Turkish cap and swung it around in the air again to get my attention to the moral. As he swung his hat, he said to me, “Had Ali Hafed remained at home and dug in his own cellar, or underneath his own wheatfields, or in his own garden, instead of wretchedness, starvation, and death by suicide in a strange land, he would have had acres of diamonds. For every acre of that old farm, yes, every shovelful, afterward revealed gems which since have decorated the crowns of monarches.”

Filed under 30DC, Thirty day challenge, internet business by on Jul 31st, 2009. Comment.








