ZIP CODE PHONEBOOK THE NEW NEIGHBORHOOD PHONEBOOK

ZIP CODE PHONEBOOK THE NEW NEIGHBORHOOD PHONEBOOK

Yellow Pages, a California-based research company has been extensively

doing studies on U.S. ZIP (Zone Improvement Program) Codes. They can now

predict, with certain percentage of accuracy, what you ate for breakfast

based on your zip code.

ZIP Codes are the smallest, most organized accumulation of information by

which we can evaluate the demographic flavor of a given area.

From a marketing standpoint, most retail businesses use ZIP codes along with

the Perorate Principle that 80% of your customers reside within the ZIP

codes that connect to your collection. In theory, they live no more than

7 miles from where you are.

A CHANGING MARKETPLACE

The phonebook we have grown accustomed to was developed over 30 years ago.

The only way it has grown in terms of thickness, weight, and aesthetic

design. From a marketing perspective, except for its dominance and near monopoly,

it has been rendered useless by a more mobile and more efficient market.

When the Yellow Pages were first introduced, the world of "malls",

"strip malls", "executive centers", and "postal & mail box centers" were

unknown to American consumers. Today, it is easier for us to dial directory

assistance than to use the phonebook.

USE OLD PATTERNS

To make it easy for advertisers and consumers to swallow something new, make

it look like it's old. So, use simple patterns and designs borrowed from

old phonebooks, including rates charged for your territory. Establish your

advertising rates based on the number of homes and businesses your ZIP Code

phonebook is going to. You can have as many ZIP Codes covered, just make

sure you do not pile up a marketplace too large you are practically competing with the

phone company. The best rule of thumb is to break the phone companies general

distribution area into 7 phonebooks.

GTE used to have what they called "The Neighborhood Phonebook". I think the

reason it died is that it broke down its neighborhood either very

conceptually or too similarly to the way all other phonebooks do.

Advertisers want solid numbers. ZIP Codes are solid. Just ask the postal service.

THE LAZY PERSON'S SECRETS TO OVERNIGHT WEALTH

THE LAZY PERSON'S SECRETS TO OVERNIGHT WEALTH

There are so many simple, yet really sure-fire ways of acquiring wealth, it's a wonder

everybody with even the least bit of ambition isn't already rich. When you come right

down to it, the only things needed for anyone to make bundles of money are the long-

range vision and the energy to put a money-making plan into force.

One of the easiest methods of building wealth, and the one most often used by the

"smart" people, is to furnish the expertise, equipment or growth capital to promising

beginning businesses. Basically, you buy in as either a part owner or limited partner;

then, as the business grows and prospers with your help, you reap your share of the

rewards.

The beautiful part about this whole concept is that you can repeat this procedure over

and over again. You can start out with, say marketing and sales leadership for a

small, garage-type business; then with your holdings and earnings from that business,

invest in another, and keep doing this until you own a part of twenty-five to an unlimited

number of businesses. Looking at the idea from a dollar return point of view, if you

were getting $200 per month from 25 different businesses, your monthly income

would amount to no less than $5,000 and that's not too bad for a fledgling millionaire.

Look around your own area. With just a little bit of business sense and perception,

you're sure to find hundreds of small businesses that could do better - perhaps even

become giants in their field - with your help.

Most small businesses need, and would welcome marketing, promotional,

advertising, and sales help. If a quick survey of a business turns you on with

enthusiasm about the potential profits to be made with just a few changes that you can

suggest, then you are on your way.

Basically, you set up an appointment to see and talk with the business owner about

some ideas and help that could double or triple his profits. When you approach him in

that manner, he's almost certain to want to see you and hear what you have to say.

In preparation for your meeting, set your ideas down on paper. Put them together in

an impressive marketing or profit-potential folio. Out-line your ideas, the costs

involved and the ultimate profit to be gained.

Then, when you arrive for the meeting, be sure to look and act the part of a successful

business person. A few pleasantries to break the ice, and then begin with your

presentation.

Through your proposal, you must instill confidence that you can do all you claim for

him. Guide him through the presentation to the ultimate profits - all for a 10 or 20

percent limited partnership in the business, which really won't cost him anything. Of

course, if he's reluctant to give up any part of his ownership, you come back with the

idea of being hired as a consultant.

Almost all small businesses need help of some kind. The owners get bogged down in

a myriad of everyday problems and things to do. They find there just aren't enough

hours in the day to handle everything that should be taken care of, and end up

neglecting or putting off some of the things they should be doing to keep the business

prosperous. As a result, the long struggle for business survival begins, with more than

60% of them selling out at a loss or just closing up shop.

The other way to "cut yourself in" on a piece of someone else's business is to supply

needed money. If you can come up with 10 or 15 thousand dollars, you can easily

"buy into" some small businesses. Be sure to look the business (and its market

potential) over; but once you spot one that can really be a winner with just a little bit of

operating cash or money for expansion, then start figuring!

You can reach a never ending supply of such businesses to choose from, simply by

running a small advertisement in your daily newspaper in the classified section under

the heading of Business Opportunities Wanted. Such an ad might read:

SUCCESSFUL BUSINESS EXECUTIVE LOOKING FOR NEW

BUSINESS VENTURES. WILL CONSIDER BUY-OUT OR

PARTNERSHIP. PO BOX 123, CITY.

By the same token, make it a habit to look through the Business Opportunities Avail

able on a regular basis. Mark a few each day and follow up. Check them out, and

see what kind of a deal is being offered. Remember, proper management and

planning are basically the ingredients to success in business; and most small

businesses just don't have these ingredients in the proportions needed to attain their

greatest profit potential.

Other people have done it, and more are starting up every day. There's no reason

why you can't do it. In most cases little or no cash is needed. But with just a little bit of

action on your part, you could quickly become a multi-business owner, and very

wealthy as well.

THE INSIDE SECRETS TO PERSONAL TAX SHELTERS

THE INSIDE SECRETS TO PERSONAL TAX SHELTERS

Everybody wants to keep as much of the money they earn as possible. Those people

in the higher income brackets are forever looking for a way to protect their money

from the income tax collectors.

Thus, the idea of personal tax shelter. The thing is, how can you tell which ones are

the good ones, and which ones are the bad ones. - tax shelters can certainly "keep

your money out of the hands of the IRS" - but some of them can cost you dearly as

well. Generally, all real estate purchases have definite tax advantage. In even the

simplest kind of transaction such as buying a better home for your family, you'll be

able to deduct from your gross income the amount you pay in mortgage interest and

property taxes.

If you rent out your old house, or buy a house as a rental property, you'll be allowed to

deduct all your expenses from the rent you receive. You can also deduct the

depreciation on the house, based on the cost or on the market value at the time the

house was converted to a rental property, whichever is lower.

You also have the option to compute your depreciation over 15-years, which would

probably give you a tax loss even though the property is producing a cash income for

you. Remember though, you cannot claim a depreciation on the value of the land, only

for the cost of the house.

Until 1981, you could not deduct losses on a property rented to relatives - however

that rule has been repealed and now makes family tax savings available in certain

situations when you rent to relatives. Be sure to check with your local IRS Office for

complete details.

So-called Clifford Trusts are tax shelters that shift the gross income of a company or

family bread-winner to other family members in lower tax brackets. An income-

producing property is transferred to a trust which must be set up to last 10 years and a

day. The beneficiary receives the income during this period, and then the property

reverts back to the grantor.

This type of trust is often used to accumulate money for children, who can use it for

higher education or for a start in a career or business of their own. You should bear in

mind when setting up such a trust however, that parents have a legal duty to support

their minor children and thus, a trust cannot be set up to be used for that purpose.

Equipment Leasing Programs are another common income-sheltering method. Most

of these programs can be combined with a trust. Her's how they work: The owner of

a business sets up a trust for a family member. Business property or equipment is

transferred to the trust, and then leased back to the business. The trust gets the

income, and the business gets a deduction for the rental fees it pays.

From another angle, the trust could buy equipment for lease to the business and get

deductions for interest and other expenses involved. Investment tax credit can also

sometimes be claimed in non-net-lease situations.

Making interest-free loans is another method of sheltering one's income. Say you

lend several thousand dollars to a son or daughter who invests the money. The

borrower gets the income, and you eventually get your money back. If you're in the

50% tax bracket and the borrower is in the 25% bracket, your tax savings can be

considerable.

Investing in Municipal Bonds are very definitely a means of sheltering your income.

Income from these bonds is tax free, but it's generally lower than from other types of

investments. Municipal Bonds pay at a fixed rate of interest. Relative to other kinds

of investments you could make, you'll lose on Municipals if interest rates go up, and

win only if the interest rates on other investments go down.

By now, everyone knows about IRA's and Keogh plans for the self-employed. You put

money into a personal retirement trust and pay no taxes on it until you actually

withdraw from it. Some companies give their employees a chance to set up their own

retirement accounts, thereby deferring part of their gross incomes until after they

retire.

However, deferring income until after one retires is no longer as attractive as it used

to be, particularly if your tax rate is not expected to change after retirement. If you

don't anticipate a lower tax bracket after you retire, it's generally better to take all your

income now and invest it in high yield growth funds that will mean more money for you

in your retirement years.

There are innumerable ways and methods to shelter your gross income from the tax

collectors, all of them legal. The important thing is to check them out with your tax

preparer and decide which would be best for you.

THE INSIDE SECRETS OF FREE PUBLICITY FOR YOUR BUSINESS

THE INSIDE SECRETS OF FREE PUBLICITY FOR YOUR BUSINESS

Product publicity is the "secret pathway" to business success everyone wants. In

simple terms, product publicity is a kind of advertising that costs you nothing, yet

brings in the orders for you.

Regardless of what kind of business you are operating, you should want, and strive

for, as much publicity for your business and your products or services, as possible.

After all, it's "free advertising" that is essential to the growth of your business.

However, your publicity efforts should be well thought out, and pre-planned for

maximum results.

The first, and basic form of obtaining publicity is through what is known as the press

or news release. This is generally a one page story about your business, your

product/service or an event happening related to your business that is about to, or has

recently occurred. These publicity stories are generally "shotgunned" to all the various

media: local newspapers, radio and TV, and trade publications.

Problem number one is getting the people to whom you've sent these publicity stories,

to use them, publish or broadcast them. And this leads us back to the "right way" of

writing them and sending them in.

In every case, send a short cover letter addressed to the person you want your

material to be considered by... This means that you send your story to the city editor

of the newspapers' the news directors of the radio & TV stations: and the managing

editors of the various trade publications. It will do you no good whatsoever, to send

your material to the advertising, circulation or business managers - describing how

you're a longtime advertiser, subscriber or listener. The most important thing is that

you make contact with the person who has the final say as to what is to be published

or; broadcast, and at the bottom line - this person's use of - your material will

somehow make him a "hero" to his or her readers, viewers or listeners.

The cover letter should be a short note. Go to a paper supplier - tell them you want a

hundred or so sheets of good bond paper - 8 1/2" by 11" preferably in a pastel color

such as blue or ivory - and that you want this paper cut into quarters, giving you a

grand total of 400 sheets of note paper "From the desk of..." note sheets are too

elaborate until the people you're contacting get to know you - first time around, and

until they use your material, don't use these semi-formal note sheets...

On this note sheet, begin with the date across the top - skip a couple of spaces and

then quickly tell the recipient of the note, the attached material is new and should be of

real interest to his readers, viewers or listeners. We advise our dealers and

distributors of MONEY MAKING MAGIC - our regular publication for serious wealth

builders and extra income seekers - to send the following note to the editors and

news directors of the media in their areas:

"Here's something that's new, and for a change, truly helpful, to people trying to cope

with inflation - the soaring costs of living - and those engaged in building extra income

businesses of their own. Should be of real value - interest - to your readers.

Please take a look - any questions, or if you need more info, give me a call at: (503)

666-5824..." Then, of course, you skip about four spaces, type your name, your

business name, and your address - sign your name above where you've typed it, and

staple this note in the upper right hand corner of your news release. This note should

be typed and double-spaced.

So now, you've got a cover letter, and you know who to send it to... We type up one

such note, and take it to a nearby quick-print shop. They xerox the note 4 times, paste

these 4 copies onto one sheet of paper, print 50 to 100 copies, and cut the paper

into individual notes, all for less than $10... Do not try to save money by photocopying

or xeroxing - a photocopy is a photocopy is a photocopy, and will not do the job for

you...

Now you need the actual publicity release, which also must be "properly" written if you

expect it to be used by the media. Above all else, there's a proper form or style to

use, plus the fact that it must be typed, double-spaced, and short - about a half page

in total length.

About an inch from the top of the paper, with an inch and a half margin on each side of

the paper; from the left hand margin, type in all capital letters: PRESS RELEASE:

Then, underline these words. Immediately following the colon, but not in all capital

letters, put in the date. Always set the date forward by at least one day after the day

you intend to mail the release.

On the same line, but on the right hand side of the page, and in all capital letters, write

the words, FOR FURTHER INFORMATION: Underline this, and immediately below,

but not in all capital letters, type - your name - your phone number - and your

address...

Skip a couple of spaces, then in all capital letters - centered between the margins -

type a story headline, and underline it... Skip a couple of spaces, and from the left

hand margin, all in capital letters, type the words, FOR IMMEDIATE RELEASE: From

there on, it's the news or publicity story itself.

You can write the headline before the, story, and then a story to fit the headline - or the

story before the headline, and then a headline to fit the story - either way, it's basically

the same as writing a space ad or a sales letter... You attract attention and interest

with the headline and fill in the details with your story.

Here's an example of the headlines we use on publicity blurbs for MONEY MAKING

MAGIC:

HELP IN MAKING ENDS MEET

NEW PUBLICATION FOR EXTRA INCOME SEEKERS

Notice how we continue to sell or involve the editor - His readers are always looking

for better ways to make ends meet, and he's specifically interested as to what our

promise involves... He wants his readers to "think well" of him for enlightening them

with this source of help, so he reads into the story to find out who, what and how... An

actual copy of one of our publicity releases is contained as an appendix to this

report...

Suffice it to say that your headline, and the story you present to the editor, must sell

him on the benefits of your product or service to his readers. Unless it specifically

does this, he'll not use it. You must sell the first person receiving your materials.

Keep this fact uppermost in your mind as you write it. The person you send your

press or publicity release to, must quickly see and understand how your product or

service will benefit his readers - thereby making him a hero to them - and he must be

assured it will do what you promise in your headline.

Come right to the point and say your product is lower in price, more convenient to use

or in what way your product or service is useful to the people in general. It's also a

good idea to include a complimentary sample of your product or an opportunity for

him to sample your services.

Remember, the editors receiving your information are fully aware of your purposes -

Free Advertising! They are not in the least interested in you or your credentials - If

you've sold them on the benefits of your business to the readers, and they want

background details, they'll call you. That's why you list your telephone number and

address...

These people are busy people. They have not got the time nor the interest in reading

about your trials and tribulations or plans for the future. They want only "a flag" that

alerts them to something new and of probable real interest to their readers.

Sell the editor first. Convince him that you've found the better mousetrap. Show him

that your product or service - that your business - fills a need and/or will interest a

large segment of his readers, his viewers or listeners.

When an editor uses your publicity release, always follow-up with a short thank you

note. Never, but never send a publicity release to an editor and then call or write

demanding to know why he didn't use it, use it as you wrote it, or only gave you a

quick mention. Do this once, and that particular media will "round-file" any further

material received from you, unopened! If your first effort is not used, then you should

review the story itself, perhaps write it from a different angle; make sure you're

sending it to the proper person - and try again!

As stated earlier, these people are busy, with hundreds of publicity releases passing

across their desks every day - They only have so much space or time -therefore, your

material has to stand out and in some way, fit in with the information they - the editors-

want to pass along to their readers, viewers or listeners. Regardless of your

business, product, or service, you must build your press release - write it - around that

particular angle or feature that makes it beneficial or interesting to the readers,

viewers or listeners of the media you want to run your press release. Without this

special ingredient, you're lost before you begin.

The timing of your press release is always important Try to associate your press

release with current events in the news. A story on job layoffs and increased

unemployment carried in the newspapers, on TV and radio would prompt us to get a

publicity release out to all the media on the help and opportunity offered by MONEY

MAKING MAGIC! Say there's a deluge of chain letters and pyramid schemes making

the rounds - the media picks up on it and attempts to warn the people to beware...

Within 5 days, we would get a publicity release out, explaining the availability of our

report on chain letters and pyramid schemes - a report that explains everything from A

to Z - who are the winners and who are the real losers.

There's another kind of timing also to keep in mind... Publication Deadlines... For

best results, always try to time it so your material reaches the editor in time for the

Sunday paper. This is because that's when the papers have their greatest circulation;

the most space is available, and the people, the most time to read the paper.

For articles you'd like to appear in the Sunday paper, you'll generally have to get your

releases in at least nine days prior to the date of publication. If you're in doubt, call

and ask about the deadline date.

IN SUMMARY:

Choose the media most likely to carry your press release. Select those that carry

similar write-ups on a regular basis.

Always use a cover letter of some kind. It pays to call ahead to find out the name of

the person you should be sending your press release to.

Use the proper press release form, complete with a headline that will interest the man

deciding whether or not to use your item.

Be sure your press release is letter perfect - no typo's nor misspelled words - and

don't photo-copy - always have each letter or press release individually typed or

printed.

When your item is used, send a thank you note or call the editor on the phone

and thank him for using your press release.

Never, but never call or write an editor demanding to know why he didn't use your press

release, why he had it rewritten or cut it short - just try, and try again!