Business Lyceum

e-Letter
Practical Instruction in the Arts and Sciences of Making Money


Editor/Publisher:  J.F. (Jim) Straw

JUNE 2007

Greetings & Salutations:
 

With the air conditioner purring in the background...like a big happy cat... it is time, once again, for me to squeeze the little grey cells between my ears and filter off some of the intellectual drippings for your edification.

So, lemme ask you ...

Do People Really Believe They Can Get Rich ... Overnight ... Without Working ... Using Some 'Secret' Method or Technique?


Which enlarges to...

Do all 'opportunity seekers' ... even me, when I was just a business tadpole ... begin by believing in the unbelievable? -- Are we all 'gullible' until our   experience teaches us the facts of business life?

If we weren t 'gullible' and we didn t respond to the 'get-rich-quick' ads, would we ever have graduated to the 'real' businesses in which we have made our fortunes?

How many people begin by reading and responding to the bullstuff-ads and then give-up after finally realizing there ain t any free lunches? -- How many quit? -- How many graduate to a 'real' business?

Can the absurdity of the get-rich-quick, bullstuff-ads be justified or, at least, defended?

Does the end justify the means? -- Is it acceptable to use high-powered, bullstuff-ads to locate the 'real' would-be entrepreneurs, then nurture and culture their ambition?  Or, by so doing, do we kill-off the entrepreneurial spirit of too many who would have, otherwise, become successful and productive elements in our society? -- Does the possible good outweigh the potential damage?

In order to find an answer, let s look at ...

The Victims Of The Bullstuff Ads

Over 90% of these people have no experience in the business world whatsoever.  The only perception they have of business is what they have seen depicted in the movies and on TeeVee, or read about in trashy novels.  They ve read about people who have become fantastically wealthy overnight and thrilled at stories of Howard Hughes, Ted Turner or Bill Gates.  But, they still have no earthly idea what it s all about.

Statistically, these people have an average annual income in the range of $17,000 to $21,000.

About 50% of them start with the best of intentions ... a 'wage earner' needs to add a few bucks to his take-home pay to buy a few niceties and extras for his wife and kids - or - a 'homemaker' dreams of bringing in a second income to relieve the pressures on her husband and give the kids a little extra  - or - a 'burned-out executive or middle management type' just wants to find a way out of the rat-race.

The other 50% are motivated by the economy alone. -- Money is their only goal. (Later I m going to tell you more about these people and the affect they have on the market.)

No matter what their motivation, all of these people become 'opportunity seekers' looking for a way to make their dream come true.

Most 'opportunity seekers' ... over 80% ... even if they start with the best of intentions, don t really want another 'job,' although that s the only way they have ever made any money. -- They really don t want to 'start a business' either, because that would mean quitting their 'job,' leaving their comfort zone, taking a risk, and giving-up what income they currently have.

For those reasons, they disdain any opportunity that appears to offer a job of work, or requires actually starting a real, day-to-day functioning business. -- In their logical left-brain, they know there ain t any free lunches - but - their emotion-charged right-brain has been convinced that 'free lunches' may exist ... if they only knew the 'secret.'

Can we really blame them?

Over the years, less-than-knowledgeable journalists, dilettante novelists, superficial screen writers, socialistic government agencies, and other assorted fools have led them to believe that business is a zero-sum game ... meaning every time a business takes in $1 in revenue, someone else loses that $1. -- A totally illogical premise espoused by people who have never 'produced' anything of real, tangible value ... negating the value-for-value exchanges (barter) upon which the real business community was founded.

Is it any wonder these naive 'opportunity seekers' become easy prey for 'bullstuff advertisers' who promise they can Get Rich ... Overnight ... Without Working ... Using Some Secret Method or Technique?

After all, since they have been convinced that business is a zero-sum game, all they have to do is learn the 'secret' way to make some other sucker lose money to them. -- They have never been taught the concept of value-for-value    exchanges, therefore, all they have to do is come up with a way to separate the other guy from his hard-earned money ... like the 'bullstuff advertiser' separated them from their money.

But, blaming these naive 'opportunity seekers' for their participation in 'bullstuff opportunities' is a little bit like blaming the mugging-victim for being robbed - but - in the case of physical robbery, the victim doesn t usually turn around and try to rob other people to recover what they lost.

In today's economy, only about 20% of 'opportunity seekers' will even consider offers that appear to offer a 'job' of work or an opportunity to 'start a legitimate business. '

What about the other 50% who are motivated by the economy alone where money is their only goal?

Every time the U.S. economy is "top heavy" ... the stock market making new highs, unemployment and interest rates making new lows, and the news media filled with feel-good stories about the economy ... the number of 'bullstuff advertisers' seems to expand exponentially. -- Then, when the economy equalizes, the number of 'opportunity seekers' drops off rapidly and dramatically, putting the 'bullstuff advertisers' out of business. -- Here s how it happens...

During a "top heavy" economy ... like today ... the top 20% are rolling in the dough. -- The bottom 20% are going broke ... evidenced by an ever expanding bankruptcy rate.

In-between, 60% of the economy is stagnant ... working their jobs, keeping the bills paid, living a relatively stable existence from day to day. -- From this group comes the "economically motivated" opportunity seekers.

These people aren t really interested in 'bettering' their existence.

They just want to get their share of the economic-boom they've been reading about ... maybe even get rich, if they don t have to 'work' for it.  After all, every day the journalists are telling them how 'average people' (just like them) are making millions investing in the stock markets - or - people who s retirement accounts were now worth millions of dollars because their fund managers had 'wisely' invested in the stock markets.

Unfortunately, these people don t have enough money to invest in the stock market ... or, even if they have the money, they don t want to take the time to learn 'how' to invest ... and their employers don t offer any retirement plans to make them rich, so they become 'opportunity seekers,' looking for cheap and easy ways to buy a ride on the gravy-train. -- In other words, they are looking to  'invest' in a cheap opportunity ... like the Big Boys do in the stock market ... and let somebody else do the work, so they can get their share.

As the "top heavy" economy persists, the economically motivated opportunity seekers make up a larger and larger percentage of the market. -- And, since they really aren t looking for anything that smacks of 'work,' or 'starting a real business,' they almost willingly play the zero-sum game of business they believe exists ... losing their money to the 'bullstuff advertisers' who, they imagine, will eventually teach them how to win the game too.

With the increasing market universe of economically motivated opportunity seekers, the number of 'bullstuff advertisers' also increases ... giving even more credibility to the zero-sum game of business they espouse.

Hide & Watch!

When the stock market takes it's next BIG plunge ... which it must, eventually ... and the news media begin lamenting the death of the economic-boom, predicting a recession or depression ... the economically motivated opportunity seekers will retreat to the security of their jobs.  In their wake, they will leave the drying carcasses of the 'bullstuff advertisers' of today ... dead or dying in a market with an ever smaller market universe.

If I had the time and space, I could probably go back and compile a list of the 'bullstuff advertisers' who suffered that fate when the economy equalized in the mid-1980s. -- Whether it happens this year, next year, or the year after, you can bet your bippy it will happen.

Of course, right now, some of you are probably saying...

"What Does That Have To Do With Selling my products or services?"

Nothing, really - but - it goes to the very heart of building your business ... no matter what product or service you sell.

To succeed, you  must understand the subtle, but profound, impact the economy has on the motives of your potential customers.

By relating these facts to you, I hope you will begin to realize ... no matter what product or service you are selling ... how very, very important it is for you to...

Know Your Customers!

Not just 'what' they can or will do with your product, but what motivates them to want your product or service in the first place. -- The better you can define their motives, and the conditions that generate those motives, the better prepared you will be to "give your customers what they want."

And, always remember...

Business Is NOT a Zero-Sum Game!

Unlike the 'bullstuff advertisers' ... be sure you offer a true value-for-value exchange, so your customers will still be with you when the conditions that motivate them have changed.

'Bullstuff advertisers' love to talk about all the money they ve made. -- Money is their goal - but - money is only a way of keeping score; nothing more... a tool to be used; not an end unto itself.

Dedicate your efforts to making customers ... not just sales ... the kind of satisfied customers that stay with you year after year; through thick and thin.  The money will come as surely as night follows day.

That s how I have survived and prospered, even during those times when the whole world seemed set against me.


Here's where you can get ...

FREE: 6 Week E-Course
"Dan Kennedy's Master's Rountable:"
Advanced Discussion on Copywriting, Marketing, & Sales

RoundTable


Now, let's do some ...

Questions & Answers, Comments & Other Good Stuff!

William Birchfield wanted to know ...

"Can you recommend a "real" business that is related to the Travel Industry that would suppliment our Italian trip expenses. Perhaps a travel letter from seniors to seniors that want to travel to Italy?  If this idea is workable, how do we get started ? Any other suggestions would be greatly appreciated."

William:

A newsletter (ezine) is really nothing more than a "letter" ... like a letter from home ... to people who share the same interests.  All you gotta do is write the letter and send  it to those you find  who share your interest in traveling to Italy.

Gather people who share your interests into a  mailing list by simply announcing the availability of the letter on the various discussion  boards.  To  make the letter pay, find related products and services to sell to your readers. -- Do a search for ... "travel"+discussion ... there are 12 million of them.  A good one is:

http://thorntree.lonelyplanet.com/categories.cfm?catid=27&iCountryId=128

I  wrote an article on newsletter publishing in the  January, 2003, e-Letter ... Jan03.html

To get started, do a search  for ... "travel"+Italy -- also ... "senior travel"+Italy ... and "travel"+affiliates

Of course, the affiliate programs you find will  only be for "travel" related services ... suggest you find other products or  services to sell (stuff travelers will need  on their journies).  Just search for "(product or service)"+affiliates.

Whatever you do, don't  get roped into paying big bucks to get into some "Travel Agent" program.  They are usually multi-level and will only cost you time and money.



Deric Neufeld had some questions ...

"Where are the best places to place classified ads? -- Are media buyers a good place to go for this? -- Do you place banner ads on the internet?"

Deric:

Best place to place classified ads depends upon what you are  selling. -- Find publications directed to the demographic of your market.

Media Buyers can be highly effective but, like anything else in marketing, you have  to test, Test, TEST, then test some more to find out which  ones will be effective for you.

I  do have some banner ads - but - I haven't been very aggressive with them.



When you need the best in copywriting talent, contact:

Lee Honts


Marc Hoover wanted to know how to do it ...

"I am looking to market my site http://www.getprosports.com  -- I am a big sports fan so I thought I would sell sports items. I have minimal experience in marketing and need to do it on a tiny budget. Can you give me some inexpensive ideas or suggestions on where to advertise for free or next to free?"

Marc:

Best bet would be to do a search for ... "sports"+discussion  boards

Then,  get involved in the discussions and link to your  site.



Ogo Ogbata has a freebie for you ...

"I truly admire your newsletter's concise and down to earth style! Your passion for what you do really shows. -- For people who want to make good money doing what they're passionate about, I've written an ebook titled HOW TO FIND YOUR HIDDEN TALENTS. -- This book is great for those seeking new business opportunities and for those searching for purpose and meaning in life. -- I'd like to offer a FREE sample chapter to fellow Business Lyceum subscribers. -- Stop Trying to Succeed The Hard Way!  -- Now You Too Can Discover The Hidden Talents that can Quickly and Easily Earn You More Money, Respect and Fulfillment than You Ever Imagined c all without Needless Stress and Frustration!"

Okay, Gang ...

Go get your free chapter, right now, at:  http://creativityandsense.com/specialoffer.html



Beware what you say ...

http://www.usatoday.com/news/nation/2006-10-10-internet-defamation-case_x.htm




I just love unique and/or novel business ideas!

Well,  here's one of the most unique and novel businesses I've found to date.

The World's Newest & Most Unique Home-Based Business Opportunity!
Sleep under the stars ... every night ... in the comfor of your own bedroom.


Johnathan Mays
told me about a business he has been making tons of money doing - The Original 3-D Star-Filled  Night time Sky Ceiling Mural Business ... That anyone can  do!

Now he has written a book about it. -- So ... I read the book.

It is one  of the most detailed book of instructions I have read in a very long time.

You can find out all about it at:  http://www.freewebs.com/sprinklym/

By the way, the only other course on this subject sells for nearly 30 times the price.



Win Harrington wanted me to tell you ...

"You might want to recommend this site to your readers who are interested in Real Estate. -- It's a handy way to get a rough estimate of a house's value."

Okay ... if you're into Real Estate, this is the site you need.

http://www.zillow.com



Guy Maltais asked me ...

"If you had to list 3 attributes that would really come in handy for a new entrepreneur to have and be successful with your ideas, what would they be?"

Guy:

All you really need is responsibility,  persistence and faith in  yourself.



Kenny Mills says ...

"If you have UNrealistic income goals like me, this business opportunity is what you have been looking for."

Maybe.  Maybe not. -- Check it out your own self at:

http://www.empoweryounow.com


Terry Gibbs tells me ...

"I always do a charity fundraiser in May, and this year I am going all out. -- My father died on May 10th. The cancer and the treatments had weakened him so much he couldn't fight off an infection. So I am doing a fundraiser for the American Cancer Society. $450 worth of my materials in exchange for a promise to make a future contribution."

Hey, Gang ...

There's a ho'bunch of good stuff available for just your promise to make a future contribution. -- Get it all, at:

http://www.nalroo.com/fordad.html


Well ... that's it for this month. -- In order to make every issue responsive to YOUR needs, please send me your questions; or tell me what sources or resources you need to build your business; or give me any thoughts you want to share with your fellow members.

Believe it or don't ... I ain t a mind-reader. -- If n you doesn't tell me what you need, I may never touch upon the information, sources or resources you need.

This is your publication for you to use to your benefit ... I am just your moderator.

 Until next month, keep well ...

J.F. (Jim) STRAW
Grande Panjandrum


Thoughts For The Month!

"As long as you underestimate yourself, you cannot succeed in life." -- Raymond Charles Barker

"You have to learn the rules of the game. And then you have to play better than anyone else." -- Albert Einstein


Can you stump the old master? -- Betcha can't!

Over the past 50 years (man and boy), I have made bundles of money in direct selling, service contracting, wholesale merchandising, entertainment (I was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold and coal mining, offshore banking, mailorder, writing, and publishing. -- That being the case ...

No matter what business you're in ... whether you're just starting, well on your way, or at the top of the heap ... I've probably been where you are, done what you are doing. -- So ...

Anytime you have a question about 'how' to do something in your business - or - if you have any comments about anything I've said in issues of this e-Letter; or if you want to add your 2 cents worth ... just "ask" me or "tell" me.

Send your Questions, Comments or 2 Cents Worth to ...

with "Question" - "Comment" - or, "2 Cents Worth" in the SUBJECT.

If I, personally, don't have an answer to any question you may ask, I will contact some of the professionals in your field of endeavor (I will probably know one or more personally) to get the real 'skinny' for you.

Note: If you want to ask a question anonymously just tell me so when you send in the question. -- Nobody but you and I will know who asked the question.


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