AOH :: ENLOWNEW.TXT|
The Mike Enlow Letter - Technology Marketing News
The Mike Enlow Letter
Technology Marketing News
P.O. Drawer 429
Magnolia, MS 39652
(C) Copyright 1995, MTI
From: Mike Enlow, Pres.
Monday, 9:05 a.m.
Dear Friend and Subscriber:
When I pioneered the concept of "Electronic Direct
Response Marketing" (EDRM), there were few real players using the
new technology. Now, everyone and his brother-in-law is out to
make their fortune using electronic marketing. The problem...
You'll Be Run Over & Die On
The Information Super-Highway
If You're Not Street Smart!
Because... the speed and ease of access to information
makes the written word dangerous... yet, for you as a street smart
marketer - it's a road to riches!
You're about to learn:
How To Combine Street Smarts
And Clever Advertising Composition
To Earn An Extra $100,000!
It is a marketing medium whose time has come. It's the
power of Electronic Mail (E-mail). E-mail is quick, simple, and
into and out of your prospect's life faster than you can lick a
What? You already know this? Well... that's great... But
how about using what you know, with what I'm about to teach you,
to survive and thrive as a street smart marketer? So... Let's
How To Wrote E-mail That Will Be Read By Eager Prospects
With Credit Card In-Hand...
Ready To Order From You!
You're about to...
Discover savvy street smart E-mail marketing secrets that
will transform your E-mail into a powerful "killer" advertising
piece that draws orders like a money-magnet to your pockets.
It's being done - and I'm doing it - consistently... day
after day, week after week, month after month. Almost 24 hours a
day, 365 days a year!
Here's how you can do it:
Secret #1: Always do your homework... study all the
E-mail Mailing Lists (LISTSERVS) by getting a copy of "The
Internet Yellow Pages" (be sure you get the "New Rider's
Publication) and finding prospect lists. Subscribe to every list
that may afford you the opportunity to reach those who would be
interested in your products and/or services.
As a detective--selling "How To Spy" info, I frequent
legal lists, lists on adoption (people looking to find their
maternal parents) and forums on "singles" (people who may wish to
check out a "friend"), lists about "financial information" fo r
those seeking to learn more about prospective partners, venturers,
do due diligence analysis, etc. Do you see the breadth of "macro-
thinking" you must have when seeking prospects?
Savvy, street smart marketers pause and reread their E-
mail messages before sending them to prospects.
Now, here's six other secrets that will increase the
chances of getting your E-mail read:
Secret #2: Don't Send Junk Mail. The temptation is
to bombard every E-mail box on the Internet with your sales
message. Don't do it! Remember: It's just as easy for the
Recipient to reply to an E-mail message, and bomb your E-mail bo x
with an avalanche of flame messages. Be courteous and respectful.
Secret #3: Don't Join the Flame Wars. And, never be
the reason for a flame war. When you find an irritating E-mail
message in your E-mail box... ignore it! Stop the war! Ask
yourself: "If I were face-to-face with this person, what w ould I
say to him or her?" Flame wars are a waste of time and they can
affect your attitude, your creativity, and overall purpose as a
savvy marketer -
UNLESS: You Can Design A Clever Stunt Where The Reward
Outweighs The Risks!
I was once sent a "mail bomb." Mail-bombs are when some
smart ass tries to overload you with junk mail and ultimately
crash your computer. This one creep sent about 5 gigs of files to
my enlow.com site during the middle of the night on a Su nday. He
was obviously a very savvy computer user as we believed we had an
impenetrable secure site.
In any event, the next day my technician told me how our
site was down and missing loads of customers. I asked who was
responsible and he refused to tell me the name. He was concerned I
may retaliate in a way that would cause more flame... a nd an
avalanche of attacks by other "pro" computer users... (There is no
such animal as a 'fully secure system...") Anyhow, it didn't
matter... I had made up my mind how I would deal with such
I Had A Plan That Would Let The World Know All About The enlow.com
Ultimately, everyone would now learn about enlow.com.
And would result in more and more business. Remember, there's
always a good side to everything.
The next afternoon I placed the following notice to every
newsgroup I could find...
Private Eye Extends $10,000 Reward!
Then the message went something like this:
My name is Michael Enlow, Private Detective, Information
Broker and owner of Internet domain: enlow.com
I am the author of The Inside Secrets "how to" newsletter
on the arts and science of investigation. We provide educational
information (near 50 megabytes of Investigative, Law Enforcement,
and other misc. files) to the Internet community as a free
service in our goals to advance the free flow of information and
For some unknown reason our site was "bombed" on Sunday,
Bland date, by an unknown party. Since my technical staff runs the
site and I am unfamiliar with the technical side of running said
site, and particularly enjoy my new hobby, I wish to find said
person and take remedial action. I personally will extend $10,000
to the first person to provide the identity of those responsible
for the damage to enlow.com
Please send e-mail to email@example.com
This posting introduced the Enlow site to the world of
newsgroup readers and resulted in literally thousands of new
people frequenting our files, who may have never heard of our site
otherwise... Meanwhile, I never had to pay the reward, sinc e the
only person who could tell me who did it in the first place was my
site administrator. So, you see. A little "playing ignorant" can
pay off... Hmmm... Sneaky? Well, maybe. But it worked.
Now, let's move on.
Secret #4: DON'T SHOUT! In the world of E-mail,
uppercase letters is considered shouting... and it's more
difficult for your prospect to read.
Let's look at some things you need to do to create truly
effective E-mail messages that produce results.
Secret #5: Write A Concise & Descriptive Subject
Line. Remember: With E-mail you are really your own publisher.
Your prospect's first impression of you is given when he sees your
name as the sender and your subject line explaining bri efly what
the message is all about. If you want your E-mail message opened,
it better have a concise, descriptive subject line. Also... use
Have another person (or make one up) send your messages...
Miguel Volante' (Fictitious Name) for Mike Enlow. This gives the
reader the assumption you're too busy to answer your own mail...
Someone else you pay does that... It reduces flame -at the same
time - since you personally didn't "commit the crime" - if you
get too close to the line with advertising.
Secret #6: Create An Effective Signature File. At
the end of your E-mail message there is an opportunity for you to
make another important marketing impression on your prospect.
This is called a Signature File. It's like a letterhead for your
E-mail. Be sure to include information like your company name,
mailing address, fax and voice numbers. You may want to include
your logo, artwork or other information.
Here's the signature file my staff and I use...
Michael E. Enlow Pres.
INTEC Investigative Technology
firstname.lastname@example.org ///, ////
Enlow Enterprises Inc \ /, / >.
P. O. Drawer 429 \ /, _/ /.
Magnolia, MS 39652 \_ /_/ /.
Ph: 601-783-6037 \__/_ <
Fx: 601-783-2111 /<<< \_\_
(/ \\ /\\\
If you have difficulty in creating an ascii signature
file, there are forums for ascii art on the net, and you can find
them by using the "infoseek" system I told you about in last
month's issue of the newsletter. You'll be able to create so me
rather unique signature files, which enhances your image... You
may also wish to do a file search on America Online for "Ascii
Art." I've seen some rather nice artwork there as well.
Secret #7: Be Conversational. A highly formal tone
may cause your prospect to ignore you completely. Use short,
coherent sentences with proper punctuation. Don't use humor. It
may annoy your reader and cost you a customer. But, most
importantly, be personal. Personalize your response to the
person you're writing, ie. Dear Bill: etc.
Secret #8: Keep Line Lengths Between 65-70
Characters. Line distortions are caused on receiving monitors
when line lengths of 80 characters or more are used to send your
message. You will also want to avoid using formatted text, such a
s italic or bold. Some E-mail programs won't recognize these.
Save E-mail messages which you receive. Look back at
these from time to time. Usually, you will find new ideas which
you as a savvy street smart marketer can exploit to the maximum.
Here's an example:
Way back in 1978, a 27 year old named Douglas Adams wrote
the book The Hitchhiker's Guide to the Galaxy. During the next 18
years, over 15,000,000 (15 Million) copies would be sold.
Mr. Adams keeps his incoming E-mail and found tons of very
interesting ideas that helped him achieve such success. Learn
from those doing it.
Now that we have all the composition & netiquette done...
Let's learn how to use post-card-style advertisement
composition to earn an extra $100,000 per year.
Create the most powerful headline you can. Read the
headlines others are using... get and study tabloids like the
National Enquirer, Globe, National Examiner and others... Get
three to four months back and find those that have ran consistent
ly... adapt them... test your headlines on Compuserve or Prodigy.
Find your winner!
Make your copy benefit-focused... tell your reader what he
wants to hear - how he personally is going to benefit from
responding to your offer.
Use lots of bullets to make your message stand out and
grab your prospect's attention.
*Create a powerful headline
*Use Benefit-Focused Copy
*Use Lots of Bullets to Grab Reader's Attention
When I create an ad about my P. I.. books, newsletters,
etc., I use a headline we've carefully developed after much
testing, followed by many bullets. Here's an ad specimen I've
used successfully. Although it's rather long, it works like a c
harm, tickling the desires of our prospects:
Classes To Begin On The Subjects of Private Investigation - Legal
Investigations & Information Brokering...
Michael E. Enlow, 36 yr. old retired Private Detective/Legal
Investigator and Information Broker, has earned millions of
dollars and achieved a record of successes unparalleled. Since
his retirement he's taught people throughout the US and 16 countr
ies how to use technology and investigative strategies as their
tool to preserve and protect their rights. In a time of declining
moral - bureaucratic control - and increasing crime everyone needs
their own Private Detective... Why not be your own?
Whether your interest are to become a professional spy, or simply
solve a nagging problem that's lingered around too long, this
monthly tutorial, will empower you to do just that - and actually
enable you to achieve greater success and security in al l of
Here's a touch of what you'll learn:
Short Cuts To Detecting Theft
How To Get Background Information On Anyone-Fast and Easy
How To Find Anyone--Anywhere . . .
How To Detect Lies--Even Over The Phone
How Outsiders Bug Your Phone-Ways To Prevent This Invasion Of Your
How To Protect Yourself In Litigation And Win---The Critical
Things Your Attorney Will Often Overlook.
How To See In The Dark--Inexpensively---Yet Most Effective
How To Use The Freedom Of Information Act To Review Your FBI File
And Other Records.
How Your Cellular Phones Are Being Intercepted. It's Happening--
How You Protect Yourself From Industrial Espionage...and How Your
Competitors Stealing Your Customers, Ideas, etc.
How To Get Research And Other Statistical Information---Free Of
How To Know What's Going On In Your Office While You're Away
Learn To Develop Your "Sixth Sense"---Actually become so
proficient at reading between the lines you are often accused of
Recognizing body language can help you in every aspect of life and
business. (We are near complete with this production. It will
soon be released on video, and is titled, "Reading Between the
Lines.") Police officers, insurance adjusters, salesman, private
investigators, etc., are real excited. Once you master these
techniques...people will swear you are psychic!
How To Follow Anyone Without Their Knowledge.
How To Video What's Happening At Any Location For Up To 48 Hours
Without Being Present.
Tricks That Will Curb Shoplifting By As Much As 95%. . .
How To Collect Those Seemingly Impossible To Collect Debts - Easy
Steps To Recovering Your Losses. . .Even The Toughest, From Scam
Artists Who Con You In Business Ventures. (And ways to make them
pay back double or triple!)
How To Draft Simple Contracts That Can Save You A Bundle In Legal
How To Disappear--Without A Trace--And Never Be Found.
How To Use Certain Databases To Obtain Answers To Many Of Your
How To Have An Investigation Underway Anywhere In The U.S. with a
single phone call-in minutes.
Where To Find Unusual Devices To Protect Your Home Or Business.
(How about a burglar alarm that releases 3500 cubic feet of CN
Stun Gas if tripped. The thugs should still be there when you
return. Or maybe, you want to catch the prowler around your
business or home. How about a security perimeter alarm that will
let you know he (or she) is on the way.
How Locks Are Picked. . .And How The Newest Tools Make It
How To Protect Yourself From Becoming A Victim.
How To Use Standard Super Glue To Lift Fingerprints. . .
How To Use An Everyday Pencil To Detect Theft.
How To Use A Simple Timex Watch To Get Answers In Half The Time.
How To Hear Through Walls For Only .39 Cents.
How To See Through Peep Holes On Doors And See Everything In The
How P.I.'s Get Non Published Phone Numbers.
How To Find Hidden Bank Accounts--Anywhere In The U.S.
How To Install Hidden Cameras And Record What's Happening On
How To Take Photographs Without Being Present.
How To Set Up And Install An Undercover Operative In Your
How To Follow The Paper Trail---Records, Where They're Found And
How To Get Them.
How To Detect Drug Abuse. . .Without The Knowledge Of The Suspect.
How To Record 8 Hours On One Side Of A 90 Minute Cassette Tape.
Secrets To Winning Law-Suits---Things Your Lawyer Doesn't Want You
How To Know If You Are Under Surveillance---Ditch A Tail And
Determine ``Who's Responsible.''
How To Learn If Your Employee Is Selling Trade Secrets Or
Information About Your Business.
How To Locate Maternal Parents If You Were Adopted
How To Take Photographs In Absolute Darkness Which Look Like The
Sun Is Shining. (Without a flash)
How To Use Anyone's Cellular Phone As A Tracking Device - Follow
And much . . . .much more.
To get to the point, I'll hold nothing back... You'll receive my
entire "bag of tricks" in each issue of this unique monthly letter
- nothing barred...
Who knows? I would bet that many of you will consider a career in
Private Investigation once you realize just how easy it can
be....and the tremendous rewards one can enjoy from such an
Regardless of what you do, you can now have knowledge that will
"give you the upper hand in all things." Remember, knowledge
APPLIED is POWER!
To join and receive a sample lesson, simply send a post card to:
INTEC Investigative Technology. Be sure to include your name and
physical mailing address on the post card. For faster response
you may call 1-601-783-6037 and request a trial lesson of The
INSIDE SECRETS. We'll send that by first class mail right away.
If you prefer, you may access our Webb page at:
http://www.enlow.com for megabytes of demostrative intelligence.
The Idea Is This:
Your advertising on Compuserve, Prodigy, America On-line,
BBS's, and the 'net should create irresistible attention,
interest, and desire for what you offer. DON'T TRY TO SELL FROM
THE AD! Lead Generate Only! By offering a free subscription to
the letter, I demographically find those who are interested in
using our services, buying our books and videos, and/or using our
"Fax-Cess" service to request investigative information. It is
the *perfect* marketing tool for finding our customer - people
with interest in what we're all about...
As a street smart marketer....
... you could do a shorter advertisement and give him
(her) reasons to call a voice mail box telephone number which
presents your "killer" advertising sales message listed above...
The message concludes by having your caller leave his
name, address, telephone # so you can ship your free trial
issue/package to him. Or if you have a killer script, you should
test having the customer place their order C.O.D.
Don't panic! C.O.D. is a great way to get the sale and
you can cut the number of refusals in half by sending a letter
acknowledging his order and advising him that as the "2,133rd
caller" (or whatever)... he qualifies to receive a Super Bonu s
valued at $49.95 (or whatever price you decide)... Remain
An alternative is to have the caller leave his credit card
number with expiration date. Once verified you make shipment.
However, be absolutely sure to protect this information with your
life. While there are companies who are offering cc merchant
services on the net, they're still not too secure... be careful.
It's best to get that information by phone...
Now Let's Look At This Month's
Million Dollar Idea
Here's Another Million Dollar Idea
To Exploit On The Information Super-Highway
What is the ultimate '90s car fashion accessory? What can
give your car a cutting-edge look... reach out and make new
friends... and bring you new business?
It's a plastic license plate frame with your E-mail
address. A really savvy street smart marketer could offer these
for $19.95 a piece (plus $4 for shipping & handling). Best yet,
fulfillment cost (including shipping by Priority Mail) would be a
little less than $4. Your profit would be $20 per order. I'm
guessing that first year sales could easily be 1,000,000 orders.
Here's what the license plate frame might look like:
(Drawing Excluded from Text version)
Think about it... There are literally tens of thousands of
folks joining this virtual society of the Internet... This is a
product that has a lot of probability of making someone or a few
of you very wealthy...
Another thought... Why not start your own newsletter on-
line. You can obtain news items from an easy-to-use news-clipping
service - like the one featured in our E-mail license plate cover
above. Try The Mercury Center NewsHound.
Here's how it works: You sign up for the service. You
then send your search request by E-mail to NewsHound. NewsHound
automatically searches classified ads and stories in a wide and
varied number of periodicals... about 2,000 articles per day. Any
ads or articles which match your interests are sent to you
directly by E-mail. Only those ads or news which are relevant to
your interest are sent.
The cost? So inexpensive that you really can't afford not
to use it. It's only about $4.95 per month for up to five search
profiles. For more information, send E-mail to: newshound-
email@example.com (give it a try!).
Speaking of cars: Have you seen this advertisement?
Sounds fascinating to me. Check it out & drive a new car!
NEW CARS! $100 DOWN & $50/MONTH. NOT MLM!
Now... You Can Drive The New Car Of Your Choice: $100 Down & $50
per Month. No Credit Check! No MLM. Send Name, Address, Phone #
for FREE REVEALING REPORT. Contact: MII 4016 Miller Dr. NE,
Dalton, GA 30721 _________________________________________
Want Another Source To Find
Business How-To's And Economic Trend Information
On The Internet?
Business trend information on the Internet is available
from Dun & Bradstreet Information Services (DBIS). This covers
worldwide regional growth, industry profitability & growth, slow
payment & business failures, risk in supplier portfolios, job &
market segment growth.
And there's more....
Business how-to's focus on international business, target
marketing, credit management, and job-searching opportunities.
For additional information, contact: Pamela Spiridon at DBIS,
(908) 665-5105 or DBIS' World-Wide Web address is http://
www.dbisna.com/ or firstname.lastname@example.org.
QUESTION: What do Mick Jagger, Annette Funicello, and a
street smart savvy marketer have in common?
ANSWER: They all are beating a path to cyberspace! Why?
Because on-line conferencing is so "hip" the famous are eager to
mingle with the common people. And for you...
... on-line conferencing can be a virtual goldmine!
Here's why: The on-line services have recognized the trend for
more and more on-line conferencing. The masses love it... they
want it... and you can profit from it. America On-line origi
nally could host only 500 people on its stages at a conference.
They now have upgraded to accommodate 2,000 people.
YOUR OWN ON-LINE CONFERENCE
WITH 2,000 PEOPLE AT $49.95 EACH!
... that's nearly $100,000! Need more? Get ready for an
electronic "stadium" that can accommodate 20,000 attendees.
Where? Prodigy! Prodigy spokesman, Brian Ek, stated: "We're
looking for someone who can draw thousands of people."
That someone may be you. A joint-venture, 50-50 split
deal with Prodigy could bring you $500,000... that's half-a-
million dollars from a single conference! One a month could earn
you over $6,000,000.00 a year!!!
You would have to work out the deal with Prodigy... create
the conference... promote the event - but, for $500,000, wouldn't
you say it's worth a bit of work?
Here's what I'd do: Create a powerful "killer"
advertisement for a post-card mailing. You'll need a really
strong headline and benefit-packed copy. Mail this card to a
strong list of entrepreneurs who have computers with modems.
Sell them on the idea of attending your on-line
conference. Now... here's the "hook" you use. Give them 10
hours of FREE on-line time with America On-line, Compuserve, or
Prodigy if they respond within 10 days. You can work this out
easily with the commercial on-line services... they're craving
The post-card gets them to call your voice mailbox to hear
your really powerful, enticing, sales script which asks them to
call an 800 number to register for your on-line conference via
Here's what one might look like:
Small Town Entrepreneur Discovers Amazing New Way to Earn Money
Discover How You Can Cash In Now On
It's a Seminar. It's a Conference.
It's On-line With Mike Enlow.
Let the "Godfather" of Electronic Marketing Reveal Insider Secrets
That Will Give You More Qualified Leads...
Far More Orders... And Greater Profits!
At Mike Enlow's on-line conference on America
On-line, You'll Get:
*Essential Strategies for Exploiting the Internet Successfully...
*New Ways to Market Products & Services for
Maximum Profits... Instantly!
*Small Budget Advertising Secrets for
Creating Endless Profits... Worldwide!
Call Now and You'll Have All The Secrets You'll
Ever Need To Create Endless Cash-Flow Today!
Over 100 Amazing Recorded Message... Call
Tested (601) 783-6037
Access & Conferencing... FREE!
Each and every time you do the on-line conference, create
a "Special Insider Report" on the conference. Use the conference
questions from those participating and the answers you provide.
Offer the printed version of the on-line conference t o all those
who attend for $39.95 plus $3 s&h. Pull only 40% of those
attending as buyers for the report and you could earn an extra $25
- $35,000.00 on the back-end.
Looking for new products, services, distributors,
wholesalers, agents and/or suppliers through out the world? Then
you need to contact.........
INTERNATIONAL BUSINESS OPPORTUNITIES
AT ALLIANCE 9000
This contact can help you make the international
connections you'll need to achieve an international presence. You
reach them by modem on the World Wide Webb at
http://www.alliance9000.com/center or by telephone at (514) 857-
9000 or fax: (51 4) 861-1547. The mailing address is Alliance
9000, 800 Place Victoria #302, Montreal, Quebec, Canada H4Z 1G8.
I really want you to earn mega-bucks using Electronic
Marketing. This month I want to give you even more ways to do
this. And perils to avoid. Like...
How To Maximize Opportunities On-Line
And Minimize The Dangers!
E-mail makes it possible for consumers to talk directly
and almost instantaneous to each other and the media. For many
companies now venturing to do business on the Internet this may
spell disaster. Especially, if they consider their on-lin e
dealings with customers as a mere extension of their usual
On-line marketing is a completely new way of doing
business... a sharp double-edged sword that can give you the
competitive edge over your competitors, or hurt you before you're
aware of the perils.
During Christmas week of 1994 the Walt Disney Co.'s game
publisher forum on Compuserve was bombarded with angry, vehement
complaints from consumers about technical problems with the new
"Lion King" multimedia package.
Two days into the avalanche, the anger on-line began to
focus more on Disney's apparent lack of response as the actual
problem. E-mail is fast-easy-and in the "the eye" of On-line
customers--an immediate way to get results! Over a week tran
spired before Disney responded. By then the damage had been done!
There's an important lesson here for us as savvy, street
smart marketers. What can we do to maximize our opportunities on-
line and minimize the danger of growing consumer clout on-line?
Take aggressive action to use the Internet to your
advantage. This means you must establish a customer service
system which your customers can access easily... quickly... and
That's exactly what Continental Cablevision in Florida did
by creating an in-house computer bulletin-board system (BBS) to
communicate directly with its 240,000 subscribers.
Important: The system isn't just for complaints. It
features E-mail and popular Internet news groups... listings and
news from Continental... talks with customers and more!
The cost? About $200 for "Power BBS" software created by
Power Computing in Hicksville, New York. For $50 a month
Southeast Network Services (a local independent Internet provider)
provides E-mail and news group connections.
Scott Westerman, District Vice President of Continental
Cablevision commented: "This is a good, low-cost way to get
experience with the demographic group that will be the first
buyers of interactive services. When you're sitting in Jacksonvi
lle and can punch a button and get into the Louvre in Paris,
that's breathtaking. The Internet is the next wave."
If you follow the example of Continental Cablevision and
the suggestion I made earlier in a previous newsletter (set-up
your own BBS)... you'll avoid drowning and earn tremendous profits
from the Internet.
Want to see what Continental Cablevision's BBS is all
about? The bulletin-board phone number is (904) 733-9617. They
have also established a site on the World Wide Web you can access
at http://www.ccjax.com/index.html. Try it.
Let me introduce you to another major opportunity:
The Vending Machine Of The Future:
Impossible, you say? Not so. For example: In the back
corner of the busy Horseshoe Cafe in San Francisco's lower Haight,
are two coin-operated PCs.
These two PCs are the gateway to SF Net, the nation's
first coin-operated computer network.
For just 25 cents a user can buy five minutes on SF Net, a
bulletin-board system which links 23 cafe-based terminals across
San Francisco to hundreds of users who connect from office or
home. There's even a chat line called "The Virtual Cafe "... and
over 900 people sign on every day. Users with their own computers
pay just $7 per month.
Europe's first Internet cafe is Cyberia, a London-based
snack shop. You'll find seven 486 PCs being used by patrons. The
average user is between ages 28 and 35. Customers pay about $5
per half hour for Internet access. Plans are developin g for
sites in the United Kingdom, France and, eventually, New York.
Do you see the potential here? Why not clone this concept
in your city? Do it in just 10 cities in your state and you could
potentially earn the kind of money most people just dream about...
because people everywhere (including those at a c afe) are hungry
for a quick byte!
Ok... Ok... How About Another Really "Hot" Idea?...
How To Turn Any PC Into
An Interactive Video Billboard
Now you can bring your sales message to millions of PC
owners. Here's how to do it....
The Screensaver-Ultimate Billboard!
Most of you, I'm sure, know what a screen saver is , but
let me explain... just so we can be absolutely sure everyone is in
synch with me here...
Anytime a computer screen is left on, with words, pictures
or any image for long lengths of time, they will "burn" into the
screen... causing a permanent image on the screen of the
computer... A screen saver is a software program designed to
"blank out" the screen from having this problem. Windows has it's
on built in screensavers... and of course, there are the more
exotic ones created by computer programmers.
Well, listen up... I have a good one for my subscribers
that could very easily earn you a load of cash... Finally, I've
located a source for totally customized software that is designed
to carry your specific sales message directly to your p rospect's
desktop in an exciting and entertaining "screen-saver" format. If
done with a little creativity, this can be an extremely effective
new way to promote your product.
It's a moving sales experience... actually, it's a custom
video screensaver that transforms any PC into an interactive video
billboard. This really has potential both as a promotion tool and
could be a great opportunity as a business in itse lf...(selling
screensaver billboards to others)
You could create these customer screensavers for other
businesses at $500 to $1,500 per client. Or create a custom
screensaver featuring a variety of smaller ads for several
different companies... including yourself!
Distribution would seem simple. Offer PC distributors a
free screensaver for their customers with each and every purchase.
Millions and millions of PCs will be sold this year and for years
What would it mean to you in terms of bottom-line profits
to have your sales message in front of them every time they turn
on their computers? I'm guessing tens of thousands of extra
dollars... perhaps hundreds of thousands - depending on th e
number you distribute worldwide.
Call now for a free demo from the people at Duplex
Software. You can reach them at 1-800-321-7144. Call and ask for
"See Spot Sell" and bring your sales message to millions of PCs.
Instead of a black screen, they'll see you sales message, l ogo,
etc., bouncing all around the screen!
The Million Dollar Question:
What Is The Future For Advertising?
According to a national study of top ad industry
executives by Baruch College in New York, the next 10 to 15 years
will see advertisers forced to use a segmented approach.
Messages tailored to highly fragmented consumer audiences
will be the norm. More than 90% of those surveyed feel greater
segmentation of media audiences is the trend that will have the
But the good news (at least according to the survey) for
advertisers is, not as much frequency will be required because
advertising tailored to individuals requires far less exposure.
Electronic Direct Marketing (EDRM) makes this both possib le and
Two areas where significant change is occurring are:
Consumers are becoming more value conscious. This is
primarily due to the changing ethnic mix in society and the growth
of the mature (age 50 or older) market. Your customer's
purchasing decision is based largely on price. We live in a val
This means the savvy, street smart marketer will find ways
to add value to their products or services. Perceived value is a
key factor in the success of your offer. This means your selling
price must be justified by the value or at least th e perceived
value in your customer's eye.
Example: The same information, can be worth more in the customers
mind if presented in audios, than if presented in a printed
report. I can take one of these newsletters, speak it onto an
audio and sell it for $49.95, and yet 12 issues of the newsl etter
sells for only $177... This is all a matter of perception. The
information could be the same, but the delivery vehicle can
increase the perception of value. We need to consider delivering
more "perceived value" with our sales... It is a trend we must
accept if we are to continue enjoying success.
Making this more difficult is rising prices for
advertising, manufacturing, shipping, etc. So what do you do?
What are our options?
Raise prices. That's right. I know... I know... This
seems to defeat and decrease your market share. So, are there
secrets... When and how do you raise prices?
Here are a few ideas:
(1) If holiday sales are your big sales during the
year, increase prices then. People are in a gift-
buying mode and this is the time you'll get your
heaviest volume... and profits.
(2) Tell your customers the truth. Explain why costs
are going up and why you must increase your
(3) Downsize product containers and keep the same
prices. This reduces production cost and adds the
benefit of your customers needing your product
(4) Offer a one-time discount with your price
increase. The discount should actually be worth more than the
price increase. Don't increase price 20% and offer a 10%
discount. Rather, raise the price 10% and offer a one-time
discount of 20%.
However, it's important that you remember:
Value - Like Beauty... Is In The Eye
Of The Beholder
You may actually have been charging too little for your
product or service. It's always easier to reduce selling price
than to increase. A dear friend of mine sold a book at $19.95 for
years. After I recommended he increase his price to $2 9.95, his
sales increased *and* he enjoyed an extra $10. profit per book
sold... This amounted to over $110,000. a year in extra profits...
The lesson? Never assume what the market will pay for your
products and services... Ask the market - they wil l give you the
You can add value by "bundling" items or services of a
similar nature together. Combined they often sell for a higher
price... which means greater profits for you as a savvy, street
This month I've talked a lot about using post-card style
formats for on-line advertising and actual mailings to prospects.
I would be remiss if I failed to mention the...
First of Its Kind On-Line Card Deck!
During the four months since Prodigy launched its
electronic card deck both advertisers and subscribers have
responded tremendously. Called The Free Offer Store, this
electronic deck is actually a database-building opportunity for
savvy mark eters.
You get one screen per month for $1,500. You also pay 25
cents per lead. All leads are received, downloaded and
distributed on a day-to-day basis.
Advertisers are pulling 1,000 or more leads each month.
It works well because on-line subscribers exchange their names and
addresses for free offers from advertisers. Subscribers respond
by either E-mail or an 800 number.
This explains why the number of advertisers jumped by 50%
during several of the past few months.
Change Is Good... It Means Progress!
Fear of change is common among the masses. For street
smart marketers it is inevitable... it must come! Electronic
Direct Response Marketing (EDRM) is ever-changing.
And Because It Is...
this newsletter is ever-changing. I want what is best for
my customers... That's why I'll always present information geared
toward giving you the competitive edge.
I will continue to give you this each and every month.
But, now I feel it important to give you whatever is needed to
help you be successful in your business. Until next month....
I leave you with kind wishes for your success, and remain,
Michael E. Enlow, Pres.
P.S. - Listen: I need you to let me know what you have for our
other subscribers. If you believe you have a product or service
that may interest our audience, mail your product or service
information now! After all, isn't this "the way" to do busi
ness... One hand scrubs the other?
P.P.S. - Notice the enclosed sealed envelope... Open it now, I
believe you'll find I've developed a way anyone-from novice to
expert can get a 10,000% better chance at success than ever
before... But since I'm doing all the work here, I have to limit
the offer to the first 100 people who call! So, call now. The
number is: 1-800-277-6037. Request your free 3 month trial
subscription to The Mike Enlow Letter, and if you are interested
in receiving additional information on my newest "I'll do it all"
program, be sure to tell the operator where you read about us, and
to send you the free diskette-right away!
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