Ben Suarez - 7 Steps To Freedom.PDF

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7 STEPS TO FRE,EDOM How to EscaPethe American Rat Race

by BenjaminSuarez

TABLE OF CONITEhITS Book I. Introduction Chapter l. Forewarci

I I 2 5

Chapter2. The 2l myrhsthat will keep you from becominga financial success proverbsand Definitions Chapter3. Theories, Book I I .

The 7 Steps 7 C h a p t e r l . S t e p I -_ Create self-confidence 7 C h a p t e r2 . S t e p 2 - Assemblea plan & a system |., S e c t i o nA . I n c o r p o r a t i o n ,C o m p a n y N a m e and Image Creation tl S e c t i o nB . Objectives & Goals S e c t i o nC . The System t/ S e c t i o nD . Organization 48 minimal size small size large size c h a p t e r 3 - . S t e p3 - P r o d u c i n ga p r o f i t a b l em a r k e t , m e s s a g em , e d r as y s t e m 5l SectionA.Producingaprofitablemarket..-.:.. 5l H o w t o s e l e c ta p r o d u c t 5 common mistakesto avoid in selectingyour first product The art of selling books by mail Selectinga title that will sell Making a walking horse run - old title reorints H o w t r a d e o r g a n i z a r i o n sc a n h e l p y o u r b u i i n e s s PCA's Products Section B. Message 64 H o w t o w r i t e p r o m o t i o n s- O l d M a s t e r s Victor Schwab Elmer Wheeler Edward N. Mayer, Jr. Robert Collier Maxwell Sackheim ClaudeHopkins Gary Halbert D.M.M.A. B e n S u a r e zM e t h o d Winningads S e c t i o nC . H o w t o c h o o s ea n e f f e c t i v em e d i u m f o r y o u r marketand message .. r2i S p a c ea d v e r t i s i n g Newspapers S u n d a y s u p p l e m e n t st,a b i o i d s& c o m i c s iVlagazines Direct mail B r o a d c a s tm e d i a - t e l e v i s i o n& r a d i o Telephone S e c t i o nD H o w t o T ' e s ta n d A n a l y z e R e s u l t s lI T e s t i n gI ' o u r m a r k e t . m e d i a , message How to projectresponse M u l t i p l ed r o p C a l c u l a t i n gb r e a k e , , . c n C a l c u l u r i n gn r o f i t p t r r c n t i a l E s t i m a t i n gr i s k N e t p r o l ' i t1 ' o r r n u l a C h a p t e r4 S t e p 4 - Securca flnctioning management.mone\,, men, machine material subsr.stem r.10 S e c t i o nA . l v l a n l g e m r ' n t . . . . r 40 S e c t i o nB . I\f .'rr l l 0 S e c t i o nC . M o n e 1 , 1 4 0 S e c t i o nD . f v l a c h i n e s I.10 S e c t i o nE . N { a t e r i a l s l.ll S e c t i o nF . S u b u o n t r l r c t i n gp h i l t l s o p h r I tl

C h a p t e r5 . S t e p 5 - S t : r r t d t r i n g s t r n r e t h i r r _ q S c c r i o n, A P1r-rject s\ stent S e c t i o n B , S t a t u ss v s t e n l

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Chapter6 Step6-Evolve Fixed Overhead Chapte7 r . S t e p7 -

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Booklll ...... SupportKnowledge Chapterl. TheSevenThieves... .... The news media The government- which includes regulatory agenciesand tax agencies Criminals Professionalsand consultants Fixed overhead Businesses who sell to other businesses Investmentbrokers

16l 161

P e r s i s t e n c. .e. .

C h a p t e r2 . L e g a l Section A. How to seiecta good law flrm . S e c t i o nB . W h y d o y o u n e e da l a w y e r Section C. Recognizinglawyer's limitations S e c t i o nD . S a m o l ec o n t r a c t su s e di n t h e m a i l o r d e r b u s i n e s s. . . .

... .. . 168 168 ...... 168 . . 168 169 .......

Chapter 3. Public relations Section A. Dealing with customers . . . Section B. Dealing with governmentagencies . . . .

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Chapter 4.

189

tt) lt.) l ' tt aA

Negotiating

t92 t92

Chapter 5. Production of printed, audio and visual materials . . S e c t i o nA . C o m m u n i c a t i o nt h r o u g h p r i n t Typefaceand design Phototypesetting P a s t e - u pt:h e a d c o m p o s i t i o n Ready for reproduction Preparing for newspapers Mass reproduction Photo conversionand montage Platemakingand offset printing Ink jet imaging C o m p u t e rl e t t e r s S e c t i o nB . U s i n s t e l e v i s i o n . . C h o o s i n ga n a g e n c y The messageitselt' S t r u c t u r eo f t h e c o m m e r c i a l C o m m e r c i a ls t a n < l ! a r C s S e c t i o nC . R a d i o p r o d u c t i o n .

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C h a p t e r6 .

Money

197

C h a p t e r7 .

R e n t a ll i s t s

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Chapter 8.

Phi,'sicalfitness

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Book I\'. Book V.

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tsook I. II\ITRODUCTIOIV CHAPTER 1. FOREWORD

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Welcome to a new woridl Welcome to a world where you control the most important commodity in your life - your time. Welcometo a world where y o u a l o n ec o n t r o l y o u r d e s t i n y .W e l c o m et o a w o r l d w h e r ey o u d e c i d eh o w y o u l i v e y o u r l i f e . W e l c o m et o a w o r l d w h e r ey o u d e c i d eh o w m u c h m o n e y y o u w i l l m a k e . W e l c o m et o t h e b l u e sky freedom of the mountain top of life, the world of the i n d e p e n d e net n t r e p r e n e u r . Y o u h o l d i n y o u r h a n d t h e m o s t c o m p l e t ea n d e l f e c t i v et o o l cver devisedto reachindependentwealth with the leastamount of time and money. The book was not written by an ivory-towered,arm chair theorist from a university who never experiencedor made a dime in the real world. It is not written by some idealistic descendentof rich parentswho neverhad to earn a buck in his life. lt is not written by an "expert" from a large corporation w h o h a s a l l t h e t i m e o r m o n e y( n o t h i s o w n ) i n t h e w o r l d a t h i s disposaland will show you how to make a meagerpercentageof profit if you invest a million dollars, go through tons of unnecessarydetail and then wait five years (a halfway i n t e l l i g e n tc h i m p a n z e ec o u l d d o t h a t ) . Given enough time and money,anyonecan make money.To make a lot of money in a short period of time startinswith virtually no money, now, there'sa trick worthyof someeyebrow r a i s i n ga t t e n t i o n -A d d t o t h i s t h a t y o u w i l l s t a r t t h i s m o n e y m a k i n g v e n t u r ew i t h n o p r i o r e x p e r i e n c ea n d n o o u t s i d eh e l p and you havewhat this book is all about. The book you hold was written by a personwho actuailydid m a k ea l o t o f m o n e yi n a s h o r t p e r i o do f t i m e w i t h n o s t a r t i n g m-gney,experienceor help. Most get rich storiesare mere spinoffs of a former businessventure or occupation. Or, someone w a s r n t h e r i g h t p l a c ea t t h e r i g h t t i m e . O r , t h e i r f a m i l y a l r e a d y h a d a g r e a t d e a l o f m o n e y a n d c o n n e c t i o n st o b e g i n w i t h . i v l y s y s t e mi s g e a r e dt o t h e w o r k i n g m a n w h o i s i n t h e s a m e p , r s i l i o nI w a s : l i v i n g f r o m p a y t o p " 1 r ,n o s a v i n g so r r s s e t s . w o r k i n ga n 8 - h o u ra d a yj o b f o r a b i g c o m p a n ) ,n, o e x p e n e n c e , n o r i c h r e l a t i v e s- n o t h i n g . M y s y s t e mi s t r i e d , t e s t e da n d p r o v e n i n r e a l l i f e . A n d i t p a s s e dt h e " f l u k e t e s t " .I n m " n r , s u c i . s s i u lg e t r i c h l , e n t u r e tsh c p e r s o nw h o g o t r i c h d i d i t b y a c c i d e n ta n d r e a l l y n e v e rk n e w w h y i t h a p p e n e d .B u t . t h e s eo n e - b o o ka u t h o r s t h i n k t h e y d o k n o w w h y i t h a p p e n e da n d w r i t e a b o o k . T h c n t h e r e a d c r so f t h c b o o k t r y t h e s y s t e ma n d i t t a i l s . N l y s ) " s t e mh a s w o r k e d l 5 t i m e s i n t h e l a s t t h r e ev e a r s .N o t o n l y t h a t , I t a u g h ta c r u d e f o r m o f m v s v s t c mt o t w o r c l r r t i l . e s w h o w e r ej u s t k i d s i n c o l l e g e I. t h a sw o r k c t jl o r t h e m 5 t i r n c si n thc last3 years. H e r ea r e t h e h i g h p o i n t so f t h e s v s t e m : T h e s y s t e m r e q u i r e sa m i n i m u m o f t i m e a n d m o n e v t o st ar l . o Y o u d o n ' t n e e ds p e c i a e l x p c r i e n c eo r s k i l l s t o d o i t . o Y o u d o n ' t n e e d t o b u y o r r e n t b u i l d i n g s ,b u y o r r e n t e q u i p m e n ta n d y . o ud o n ' t h a l ' et o h i r e p c o p l ei f y o u d o n ' t t v a n tt o . r

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Y o u c a n d o i t a n y w h e r e- i n y o u r h o u s e ,w h i l e y o u t r a v e l or at a favorite vacation spot or retreat. o With the system you can earn $10,000to $500,000in a m a t t e r o f m o n t h sa n d e v e nw i t h i n t w o d a y sd e p e n d i n go n w h i c h s y s t e my o u a s s e m b l e . I The money you make is all earnedincome which is subject to one of the lowest tax bites. N o w , h e r ea r e a f e w t h i n g sy o u s h o u l d k n o w a b o u t h o w t o use this book which describesmv svstem: . Start off by paging through ttre entire book and glancing through each page. o D o n o t b e c o n c e r n e di f i t l o o k s c o m p l i c a t e da t f i r s t . I c a n a s s u r ey o u t h a t i t i s n o t . I n t h e e n d i t b o i l sd o w n t o a v e r v simple set of step-by-stepinstructions. o B e a w a r et h a t t h i s b o o k c o n t a i n sm i i l i o n so f d o l l a r s ' w o r t h o f k n o w l e d g et h a t w a sa c q u i r e db y m a k i n gm i s t a k e sw h i c h c o s t m i l l i o n so f d o l l a r sa n d a l o t o f b l o o d a n d s w e a t .S t i c k to the instructions provided. They are valid and tested. o D o n o t a t t e m p tt h i s s y s t e mi f y o u d o n o t p o s s e scso m m o n s e n s eo r i f y o u r e m o t i o n so v e r r i d ey o u r c o m m o ns e n s eD .o not attempt this system if you are not the type of person who can adhereto the critical rules of being persistentand initiating a projectand following it through. It will end in disaster. . 89 aware that you are going to have to change your thinking about many fallaciesthat were hammeied into your head all your lif'e. you do possessthe tools to carry this systemthrough, you .-If will enter a new world and a new existencj. your pe.sJnaiity, o u t l o o k o n l i f e ,c o n f i d e n c es, t a t u r ew i t h t a m i l ya n d f r i e n d sa n d even your body chemistrywill changefor the better. you will begin to enjoy life as it was meant to be enjoyed. For the first time in your life you will havecleancut objeitivesand goalsthat make sense. T h i s b o o k p r o v i d e st h e i n l b r m a t i o ny o u w i l l n e e dt o i n i t i a t e a n d c o n d u c ta n e n t e r p r i s eo f y o u r o w n . T h e f u n c t i o n sa n c ls t e p s o u t l i n e dh e r ec a n b e a p p l i e dt o a n y s i z eb u s i n c - s s f r o m a o n e _ m a n o p e r a t i o n a l l t h e w a y u p t o a l a r g e o r g a n i z a t i o no f a p p r o x i m a t e l y5 0 - 7 0 p e o p l c .y o u a l o n ec a n m a k et h ed e c i s i o n o i w h i c h s i z e i s b e s t f b r y o u . A t t h e p r e s e n rt i m e . m y t t w n o r g a n i z a t i o ni s o f m o d e r a t es i z er v i t ha b o u t l 5 f u l l - t i m eD e o D l c . A t o n e t i m e ,I e m p l o y ' e d o v e r5 0 p e o p l c :b u : r ; : r ' i : i r : gt l : a t t h i s i s n o t w h a t I w a n t , t h e o p e r a t i o nr v a ss c a l e dd o r v n .y o u r c h o i c e w r l l b e d e p e n d e nut p o n y o u r p e r s o n a l g o a lasn c lo b j e c t i v e sB. u t w n , i t e v e rl t l s , v o u c a n s u c c e e db y f o l l o r v i n gt h e 7 s t e p sa n d u t i l i z i n gt h e i n l b r m a t i o n p r e s e n t e di n t h i s b o o k . 'fo r e a c ht h i s u t o p i a I h a v e p r o m i s e d .l e t ' sg c t s t a r t e d .

C H A P T E R2 . THE 2I MYTHS THAT WILL Kf,EP YOU FROM BECOMING A FINANCIAL SUCCESS. l. Myth: You can no longer start a businessin the United States.The big establishedcompaniesthat were started when the country was young are too powerful to compete with. Fact: Nothing could be further from the truth. start each year. And, Thousands of successfulnew businesses many of these companiesget as big as the existing gants in a relatively short period of time. The Franklin Mint, a small mail order company, within ten yearsof its inceptionwas in Fortune'stop 500companiesin the U.S. Big companies are the easiest to compete with' The founders,the oneswith all the drive and ingenuity are usually long gone. These iarge companies become corporate bureaucraciesrun by misdirected,unmotivated people who work to only a fraction of their potential.There is duplication of effort, lack of communicationand jobs are segmentedinto such small portions that thereare few peoplewith enoughtotal knowledgeof the operationto know what makesthe company tick. The result is a slow moving, inefficient, unimaginative operation. You will relish the thought of competing with a big company. However, in many casesyou won't have to even worry about competition. There are so many unique lew markets springing up each year that you will usually find yourself all alone in the field. 2. Myth: I don't have a product to sell. Fact: You don't have to have a product. You can gel products easily. Products are a dime a dozen. Getting the product first is the fatal error made by almost every beginning entrepreneur. DO NOT DEVELOP A P R O D U C T F I R S T . F I N D A M A R K E T F I R S T . F i n d i n gt h e market requires the most skill. Once you know what people want and have the right media and messageto reachthem, the rest is relatively easy. Tieing together these 3 elements m a r k e t ,m e d i aa n d m e s s a g -e i s r e a l l yt h e g u t so f t h e N . P - G . S . N e t P r o f i t G e n e r a t o rS y s t e m .Y o u ' 1 1g e t a c l e a r p i c t u r e a s I e x p l a i n e a c hs t e p i n d e t a i li n l a t e r c h a p t e r s . 3 . N l y t h : I d o n ' t h a v e a n y e x p e r i e n c ei n a n y t h i n g F a c t : N o b o d - vr l r d i I n ! e x p e r i e r r cien w h a t t t i e y ' r ed o i n g until they started doing it. Once you actually start doing somethingyou learn very quickly. It's the fastest,most efficient w a y t o l e a r n .T h e b o o k y o u a r e n o w r e a d i n gw i l l g i v ev o u m o r e t h a n i s p o s s e s s ebdy 9 9 T o o f t h ep o p u l a t i o n . b u s i n e ses x p e r i e n c e { . i l I y t h : A n o t h e r b r e e do f p e o p l ea r et h e o n l y o n e sr v h oc a n do big things. Fact: The only differencebetlveenyou and the guy doing the big thingsis that hejust thoughthe could and he started doing them. lvlost people get "psyched out" from birth that they are " r : o m m o n " p e o p l ew h o c a n n o t d o b i g t h i n g s . H o r v e v e r a , sk y o u r s e i ft h i s . D o y o u h a v ei n g e n u i t yw h e n i t c o m e st o d e a l i n g r v i t h p r o b l e m so n y o u r p r e s e njto b o r i n 1 " o u h r o m e ' lD o y o u d o a s m a l lo r m e d i u ms i z e dj o b w e l l a n d s e et h ej o b t h r o u g ht o t h e end? Then you could do the big jobs as rvell - the talcnt r e o u i r e di s t h e s a m e .

To illustratefurther, let'susethis example.Say a personls good poker player,but he only playsin pennyantegames.The a "psyched-out"personwill say,"Yes I win in thesegamesplayed for pennies,but, I could never win in high stakesgames."To thaf statementthere is this old saying,"Whatever amount of money you're playing for, the cardsdon't know the difference." That's the way it is in iife. If you're going to play the gameyou might as well play for big stakes. Only a small handful of people rate the title of "another breed",such as an Albert Einsteinor a Sir IsaacNewton. These people are one in a billion. An entire civilization may only producefour or five such peoplein a hundredyears.The restof the population are merelyusers,administrators,and improvers of the innovations of these true geniuses.If you have been competentdoing little things, there are probably few big jobs that you couldn't handle. As a businessowner I deal with high levelpeoplein every lleld. You would be appalled at the high percentageof incompetencyin high places.Thesepeopleare "another breed" - a low breed. 5. Myth: I must be shown how to do things by expertsfrom institutions. Fact: Most so-calledexpertsare working for institutions becausethey really can't do the thing they'resupposedto be an expert at in real life. Learning through institutional coursesis sometimesnecessary,but you learn 100 times quicker when actually doing something. Not only do you learn, you understand.There is a big difference.Some book learning is required.However,the library is full of good booksand reading is five times more efficient than lecturesas far as retaining m a t e r i a l .L i k e t h e a n c i e n tC h i n e s ep r o v e r bt h a t s a y s ", I h e a r . . . and I forget. I do . . . and I understand." 6. Myth: Money isn't important. Fact: Yes, it is. Money is the form in which people exchangethe iruits of their labor with the fruits of your labor. Now, that's important. If you make a greatdeal of money,you may then acquire a great deal of the fruits of labor of your fellow man. Therefore, rvhat you did as far as your labor is concernedmust've been l'ery worthwhile. It's true, you must have other things in life besidesmone!' to be happy. But. the fact is that money is a vital and criticalcog in your !ife. Mr.ney cioe:n'tforget and is not subjectt^ wh;qts and changesof moods. It's the best form of pa1'mentfor your l a b o r a s o p p o s e dt o a p a t o n t h e b a c ko r a p e r s o n ' sh i g ho p i n i o n o f y o u . M o n e y b r i n g sy o u t w o o f t h e m o s t i m p o r t a n tt h i n g si n life - time and independence. 7 . N l y t h : Y o u c a n s e l la n y t h i n gb y m a i l . Fact: 69,999 people each year are shocked at the m a - s n i t u do e f t h i s f a l l a c y .T h a t ' st h e n u m b e ro f p e o p l ew h o t r . v t o s t a r t a m a i l o r d e r b u s i n e ses a c h1 ' e a rO . u t o f t h e 7 0 . 0 0 0w h o l . e l l i n gb y m a i l i s t h e m o s t t r . v ,o n l y o n e p e r s o ni s s u c c e s s f uS d i f f i c u l t f o r m o f s e l l i n g .Y o u a r e e s k i n g a c u s t o m e rt o s e n d m o n e y t h r o u g h t h e m a i l f o r a p r o d u c t h e h a s n ' t s e e nt o a c o m p a n yh e p r o b a b l y d o e s n ' tk n o r v .H e m u s t d e c i d ew h e t h e r h e r v a n t st h e p r o d u c t ,h e m u s t f i l l o u t a n o r d c r f o r m . h e m u s t w r i t e a c h e c k ,h e m u s t a d d r e s sa n e n v el o p ea n d s t a m pi t a n d h e m u s tc a r r yi t t o h i sr n a i l b o x .Y o u h a v et o w a n t s o m e t h i n gp r e t t y badly to go throughall that.

willing to risk money they have already made at t a x e so n . I n t h e b u s i n e s sw o r l d , t h e g r e a t e rt h e p o t e n t i a lg a i n , the greaterthe risk. Therefore,societyrewardsthosewho take the biggestrisks with the biggestshare of the rewards.This is o n e o f t h e h a r d e s tf a c t so f l i f e a n e w b u s i n e s s m ahna st o l e a r n . V e n t u r ec a p i t a li s s o r a r ei t ' sa l m o s tn o n - e x i s t e n tF. o r g e tb a n k s a n d s t a n d a r dl e n d i n gi n s t i t u t i o n s .F o r g e t t h e g o r e r n m e n t .I n f a c t ,I d o n ' t k n o w w h e r ey o u w o u l d g o t o b o r r o w m o n e yt o s t a r t a b u s i n e s st h e s t a n d a r d w a y . H o w e v e r , t h e r e a r e s o m e u n o r t h o d o x w a v s t o g o a b o u t i t w h i c h I h a d t o e n g i n e e rf o r m y s e l f .I w i l l e x p l a i n t h e s em e t h o d si n t h i s b o o k .

Mail order advertisingis the only form of advertisingthat or it is not' and is directly measured.An ad is either successful camouflageit if it way to no and hide behind ro i"fr.i.t"",6ing who do get i r n ' , . n t i n a f i o t h e r e n d e a v o r s t, h e r e a r e p e o p l e t h e o d d so f i s t h i s : p r o b a b i l i t y g r i m f a c t o f i ; ; k r . H o w e v e r ,t h e promotion are m a i l o r d e r a s u c c e s s f u l p r o d u c i n g ,n r .suitm a lT. h . t . a r e o n l y a h a n d f u lo f p e o p l ei n t h e c o u n t r y i n i l"nriut e *ri;, ,fr" skill and knowledge to write successfuldirect mail y o u s e et n oromotions.Most of the direct mail promotions n e w t e s t so r a e i t h e r a r e T h e y m o n e y . m a k e n o t d o oublications y o u to knock h o w w i l l s h o w T h i s b o o k n a m e . a b u y i n g i s l.rron l o w e r' Don't 7 i n a n d i i r e o d d s o f - o n e i n 7 0 , 0 0 0t o o n l y o n e t h e c o s tv e r y w a y t o k e e p T h e r e i s a l o s e r s . s i x worry about the B e l i e v em e , w o r k ' n o t a d t h a t d o e s a n p r o d u c i n g f o r minimal s p e n to n t h e m o n e y t h e o n e w i n n e r i n 7 m a k e st h e t i m e a n d i n s i g n i f i c a n t . other six losers is in the low order of talentand 8. Myth: A businessman i m p o r t a n c ei n s o c i e t Y n u s t b r i n gd i v e r s ee l e m e n t s u c ha s F a c t : A b u s i n e s s m am m o n e y a nd markets into an operational p e o p l e ,m a c h i n e s , t o s p o t p o t e n t i a l .H e m u s t b e a b l et o s e e m u s t b e a b l e H e entity. . e must r e l a t i o n s h i p sb e t w e e ns u p p o s e d l yu n r e l a t e dv a r i a b l e sH . o t i v a t o r .a n d m o s t o 1 . b e a n i n n o v a t o r .o r g a n i z e r n, e g o t i a t o r m . h e r e a sa, n a r t i s to r a t e c h n i c i a nf,o r i n s t a n c e , a l l , a s a l e s m a nW n e e d so n l y t o c o n c e n t r a t ea n d b e g o o d a t o n e t h i n g . B u s i n e s si s t h e s t a r t o f e v e r y t h i n g .I t i s t h e b a c k b o n eo f s o c i e t ya n d c i v i l i z a t i o n .W i t h o u t b u s i n e s st h e r e t s n o g o v e r n m e n t , n o s c h o o l s ,n o a r t s , n o j o b s , n o m o n e y . n o g o o d s , n o services. 9 . N l y t h : S e l l i n gi s e a s ya n d n o t t h a t r m p o r t a n t . F a c t : N o t h i n g s t a r t s i n b u s i n e s su n t i l a s a l e i s m a d e . Selling is a difTicult task requiring a great deal of skill, k n o w l e d g ea n d g u t s .S e l l i n gi s l o o k e dd o w n u p o n b y t h e p u b l i c a s a n n o y i n g .T h e a v e r a g ep e r s o nw h o w o r k s t o r a b u s i n c s si s u n a w a r et h a t i f s e l l i n gd i d n o t t a k e p l a c ei n h i s c o m p a n y , h e w o u l d n o t h a v e a j o b o r f o o d o n t h e t a b l e . T h e s a l e sa n d m a r k e t i n g e n t i t i e s o f t h e c o m p a n ya r e a l w ' a 1 st h e f i r s t t o b e a t t a c k e d b y p o l i t i c i a n s ,b u r e a u c r a t sa n d t h e m e d i a .1 - h e ya r e L l n a w a r et h e y a r e a t t a c k i n g a v e r y ' f r a g i l c a n d c r i t i c e l l i i e s u p p o r t s y s t e mo f t h e e c o n o m v .T h e f a i l u r c o f t h i s s ) s t e m w o u l d b r i n g o n d i s a s t r o u sc o n s e q l l e n c cbse 1 ' t l r r tdh e f a r t h c s t s t r c r c ho l t h e i m a g i n a t i o nf o r a l l o i ' u s . S e l l i n g i s s u c h a d i f f i c u l t a n d u n p l e a s a n tt a s k t h a t t h c b u s i n e s sr v o r l d p l a c e st h e h i g h e s tp r e m i u r nt t n t h i s s e r v i c c .I n m o s t c a s e so v e r 5 0 9 . 0 of the priceyou pat for a product goes t o w a r d st h e s e r l i c eo f s e l l i n gi t . S a l e sr e s i s t a n eocf t h e b u l i n g p u b l i c i s s o s t r o n gt h a t i t i s i m p o s s i b l et o v e r b a l i z ., eY o r - r v o t r l d h a v e t o e x p e r i e n c ei t t o u n d e r s t a n di t . 10. Nlyth: People who just put up the nlonc) f'or rtn e n t e r p r i s ed o n ' t d e s e r v em u c h o f a c u t o i t h c p r o f i t . Fact: It's rude arvakening time again. lvloney ls e v e r y t h i n gP . e o p l cr v h oh a v em o n e yt o p t l t t l p t o r I V c - n t t t racr g r a r e . P e o p l er v h o h a ' " ' em o n e y a n d a r e r v i l l i n gt o r i s k i t o n I v e n t u r ea r e e v e n r a r e r . P e o p l ew i t h i d e a sr l h o a r e ' u v i l l i n gt o ' u v o r kb u t a r e n o t t o t a k e a r i s k a r e a d i r n cl r d o z c n ,e n d t h a t ' s o n t h e i r g o "ovdi ldl ianigr s . R u l e o f t h u m b h a s i t t h a t m o n e v i s u s u e l h \ r ' o r t h5 0 ' . o t t h e p r o f i t , d e p e n d i n go n t h e r i s k , a n d i n m a n v c i l s c si t ' s r n r l c h h i g h c r .I t i s k i s t h e k c y r v o r dh e r e. T h e r ca r e t c r vp c o p l cr v h or t r c

I l. Myth: Artistic or technicaltalent is rare and supcr expenslve. F a c t : T h i s i s o n e o f t h e c o s t l i e s tm y t h s f o r t h e n e w e n t r e p r e n e u rA . r t i s t i c a n d t e c h n i c a lt a l e n t i s q u i t e a b u n d a n t . N o w t h e r ea r e m a n y g o o d a r t i s t sa n d t e c h n i c i a n sa n d t h e y a r e l u b i i c .H o w e v e r ,w i t h r e s p e ctto t h e r a r e r e l a t i v et o t h e g e n e r a p d e m a n df o r t h e i r s e r v i c e si n t h e b u s i n e s sw o r l d , i n m a n v c a s e s t h e r ea r e a n a b u n d a n c eo f a p p l i c a n t sf o r a r e q u i r e da r t i s t i co r t e c h n i c a ls e r v i c e . A n e o p h y t e b u s i n e s s m a nu s u a l l y s e e k s o u t j u s t o n e t e c h n i c i a no r a r t i s t a n d s t o p s t h e r e .T h e t e c h n i c i a no r a r t i s t s e n s i n g t h e b u s i n e s s m a n ' sn a i v e n e s sw i l l t h e n l e a d t h e b u s i n e s s m a nt o b e l i e v et h a t h e i s t h e o n l y o n e c a p a b l eo f performing this service.or that his talent is rare. The utnlly ends up paying an exhorbitantpricefor this businessman g i s e r v i c eo r v i n gu p p a r t o f h i s c o m p a n yu n a w a r et h a t i l h e p u t u p t h e s e r v i c e sf o r b i d t h r o u g h t h e p r o p e r c h a n n e l st h a t h e w o u l d h a v e m o r e a p p l i c a n t st h a n h e c o u l d s h a k ea s t i c k a t . 1 2 . \ l y t h : M o n e y m u s t b e m a d es l o w l y . F a c t : I d o n ' t k n o w w h o c o n c o c t e dt h a t l l n e o l n o n s e n s c . T h e r e i s n o t h i n gi m m o r a l a b o u t m a k i n g m o n e yq u i c k l y .T h e r e a r e n o l a r v ss t a t i n gh o w f a s ty o u c a n m a k e m o n e y .N o t o n l y c a n m o n e yb e m a d ev e r . vq u i c k l y ,b u t t h a t ' st h e o n l v w a y t o m a k c i t . M o n e y i s u s e l e sisf y ' o u ' r et o o o l d t o e n j o y i t o r s p e n di t . I t i s t r u e t h a t t h e w a y v o u ' r e t a u g h t t o m a k e m o n e y i n m o s t i i e l d so t e d u c a t i o n ,t h i i t ' s t h c w a y y o u ' l l m a k e i t s l o r v l y . l f y ' o u l o o k a r v a l 'f r o m t h c s t a n d a r dn o n s e n s et h a t y o u h a v c b e e nt a u g h t ,1 ' o uw i l l f i n d m a n y m e n m a k i n g m o n e yv e r v q r r i c k l la n d n o t b y l u c k .b u t b v p l a n .I s t a n da s l i r i n gp r o o ft h a t rt can bedone. I i . N l y t h : I f 1 . . , ur v e r c n ' tb o r t t r i c h . y o u ' i l r r c v e rb e r i c h . F a c t : T h e o n l y t h i n g k e e p i n gy o u f r o m b c c o m i n gr i c h i s that attitude. l{. }lith: T h e g o v e r n m e n tr, n e d i aa n d o t h c ' ri n s t i t t r t i o n lst r c looking out for ml -I'he "velfare. f o r e m o s tt h i n g i n t h c n l i n d s o f g o v e r n n r e n t ' Fact: i n s t i t u t i o n ael m p l c r l ' e ei ss t h c i r o w n e m p l o y n r c n t mediaand a n c ia d l ' a n c e m e n tT. h e o n l y p e r s o nu h o c a r e sl t b t r l t lI ' t r t ti s . l, , t r ' A l t h o u g h t h e s ei n s t i l u t i o n sc o m c u r t d c rt h c g t r i s eo f p u b l i c p r o t e c t o r st,h e o n l y 't i m e c o n c c r nt o r y o u r u e l f a r ew i l l b esh o r "t ' t i s i f t h e i ' s t a n dt o b e n e f i ti n s o r n er v e - "I-t.' s n o t t h i l t t h c l ' r e b a d p c o p l * , i t ' s j u s t t i r a t t h e y ' ' r ep e o p l c .l t n d t h l t ' s t h c r v a v p c o p l c 1 5 . i l l - r - t h : \ ' t t u w i l l b e s u c c e s s t ubl1 ' g o i n gt o s c l t o o l r. v o r k i n { t b r a b i g c s t a b l i s h e do r g a n i z a t i o n a n d h a r i n g t i l l L - n t3 n d r v o r k i n gh a r d . F l c t : N l o s t p e o p l cd o n ' t s c ct h c f a l l a c l i n t h i s s t a t c m c n t u n t i l i t ' s t o o l a t e . N o r v s o m e p e o p l ed o n t l t l v i s h t o b c a n

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entrepreneur,and that is fine. Everybodycan't. We needa labor force and labor is important. But for thosewho do wish to be an entrepreneur,you should know this: School preparssyou to work for somebodyelse.School preparesyou to be a foliower. School preparesyou to be part of a large organization.When you work for somebodyelse,unlessyou'rea salesman,you are a c o s t t o b e k e p t d o w n . R a t h e rt h a n h o w g o o d y o u a r e ,y o u w i l l be graded on how mediocreyou are. Large organizationsdo n o t t o l e r a t e i n c o m p e t e n c eo, f c o u r s e ,b u t t h e y a l s o d o n o t t o l e r a t es u p e rc o m p e t e n c eI.n a l a r g eo r g a n i z a t i o ny o u w i l l b e g i v e na s m a l ls e g m e n ot f t h e t o t a l j o b t o b e d o n e .Y o u r j o b w i l l then be backed up several times by other people. A c o m b i n a t i o no f t h e s et w o t h i n g sm a k e y o u e x p e n d a b l eM . any t i m e st h e r ew i l l b e r e s t r i c t i o n sp u t o n h o w f a r y o u c a n a d v a n c e b y s u c h s i l i y c r i t e r i aa s e d u c a t i o n .A d v a n c e m e n w t ill come if you pick the right coattail to ride and if you've beena good reare n d k i s s e ra n d i f y o u h a v e n ' ts h o w na n y b o d yu p t o o b a d ,a n d i f y o u b e l o n gt o t h e r i g h t c h u r c h e sl,o d g e se, t c . ,e t c .T h e a m o u n t o f m o n e y y o u w i l l b e p a i d w i l l k e e py o u a c o n s t a n td e p e n d e n t . B a d p e o p l et h e s eg u y s w h o r u n t h e s eb i g o r g a n i z a t i o n s N ? ot really. Again, they are just people. And the fact is, that's the only way a big organization can be run. 1 6 . M y t h : P e o p l ea r e b a s i c a l l yb a d , o r p e o p l ea r e b a s i c a l l y good. Fact: They are neither. One more time, people are people. It dependson which level of their existenceyou catch them in whether they are good or bad. I don't recall wherethe old study originatedon the different levelsof man startingwith survival and ending with being wealthy and comfortably secure,but I can tell vou that that studv is a true fact of life. People get ugly when they're trying to survive, and they are most humane when they themselvesare wealthy and secure. The old sayingis true, "first you get rich and then you get holy". If you exclude the survival stage, I would have to say as il b u s i n e s s m atnh a t t h e i n t e n t i o n so f p e o p l ea r e b a s i c a l l ig, o o d . H o w e v e r ,t o r e a c ha n e n d t h e y r a t i o n a l i z et h e m e a n st h r o u g h t h e s y s t e mw h i c h I c a l l " r i g h t e o u sr a t i o n a l i z a t i o n "w h i c h w e rvill get into later. In their mind thev were right when they s c r e w e dy o u a n d t h e y ' l l m a k e i t u p t o y o u l a t e r , o r t h c ' " , ' r ' e r a t i o n a l i z e dt h e y h a v e n ' t s c r e w e d y o u a t a l l . T h i s i s a n i m p o r t a n t p o i n t f o r a n e w b u s i n e s s m a nB . elieling either e x t r e m et h a t e i t h e rp e o p l ea r e a l l b a do r p e o p l ea r ea l l g o o d h a s d i s a s t r o u sc o n : e q u c n c e s . 17. Nlyth: Making a profit is sinful. F a c t : C o n t r a r y t o p o p u l a r b e l i e f ,t h i s i s t h e l a n d o f f r e e e n t e r p r i s eb a s e do n a n y o n e ' sr i g h t t o m a k c a p r o f i t a t a n y b u s i n e s sv e n t u r e h e d e s i r e s . T h e p r o f i t i n c e n t i l ' e i s t h e f ' o r - r n d a t i oonf t h e f r e e e n t e r p r i s es ) ' s t e ml a i d b y o u r f o u n d i n g f a t h e r so f t h e U n i t e dS t a t e sT . h e f o u n d i n gl i r t h c r sk n e r vh u m a n n a t u r e .T h e y k n e r v t h a t p r o f i t i n c e n t i v er v a st h e b e s th u m a n motivator. F a r f r o m b e i n gs i n f u l ,p r o t ' i ti n c e n t i v eb r i n g ss o c i c t yh u g c b e n e f l t s ,p r o v i d e ss o c i e t yw i t h a b u n d a n t .h i g h q u a l i t v g o o d s a n d s e r v i c e sw, h i c h i n t u r n b r i n g a b o u t a b e t t er w a y o f l i i e r v i t h a r e d u c t i o ni n d i s e a s e a n d p o v e r t y .\ ' o u r r i g h t t o m l k e a p r o f i t a l l o i v s 1 / o u t o c o n t r o l y o u r o t v n d e s t i n 1 , .T h i n k o i t h e a l t e r n a t i v eW . o u l d y o u r a t h e r h a v e v o u r d e s t i n l 'r i r i i n g i n t h c . h a n d so f a s m a l lg r o u p o t ' m e n w h o w i l l d e c i t l eh o r vt e r 1 ; o ur v i l l a d v a n c e t h r o u g h t h e i r s u b j e c t i v eo p i n i o n ' l T o t h o s c r v h o d i s d a i nt h e p r o f i t i n c e n t i v eo f t h e f r e ee n t e r p r i s es v s t e n ri,t c e n

only be said that they are welcometo their opinion. However, they are living in the wrong country. 1 8 . N l y t h : E n t r e p r e n e u ras r e b a d . Fact: Businessis the start of everything in society,and e n t r e p r e n e u ras r e t h e s t a r t o f b u s i n e s sE . n t r e p r e n e u r isn s u r e c o m p e t i t i o nw h i c h i n t u r n m e a n sm o r e g o o d sa n d s e r v i c e as t a h i g h e r q u a l i t y a n d l o w e r p r i c e s .E n t r e p r e n e r r rpsr o v i d ej o b s . I 9 . N l y t h : I a m n o t s m a r te n o u g ht o d o a n y t h i n gb i g b e c a u s e I d i d n ' t g e t h i g h g r a d e si n s c h o o l . F a c t : T h i s i s o n e o f t h e b i g g e s tm y t h s e v e rp e r p e t r a t e d . i . Q . t e s t sa n d s c h o o l g r a d e sm e a s u r eo n l y o n e t h i n g - t h e a b i l i t y t o d o t h a t t a s k w h i c hi s r e q u i r e di n s c h o o l .T h e s h o c k i n g f a c t i s t h a t t h a t t a s kr e q u i r e di n s c h o o ld o e sn o t t a k ea h i g h l e v e l o f m e n t a l a b i l i t y a n d a c t u a l l y .i t i s p a r t s k i i l . G r a d e p o i n t a v e r a g ei n s c h o o l m e a s u r e st h e r a t e a t w h i c h a p e r s o n c a n p e r f o r m t h e m e d i u m l e v e l m e n t a l t a s k so f r o t e m e m o r i z a t i o n a n d t h e l e a r n i n go f p r e v i o u s l vs t r u c t u r e dd i s c i p l i n e sI .t i s a o n e d i m e n s i o n am l e a s u r e m e not f t h e i n t e l l e c t .S c h o o l .h o w e v e r .i s l m p o r t a n t ;b u t i t i s n o t t h e b e g i n - a l le, n d - a l lt h a t t h e e d u c a t o r s l e a dv o u t o b e l i e i et h a t i t i s To function in society,a personmust know how to read, w r i t e a n d d o b a s i cm a t h e m a t i c sH . e s h o u l da l s ob e e x p o s e dt o c u l t u r e . H o w e v e r ,h i s a b i l i t y t o d o a l l t h e s et h i n g s b e y o n da passinggrade of say "C" is meaningless.The minimum theory h o l d s h e r e . Y o u n e e d o n l y s o m u c h a b i l i t y t o m e m o r i z ea n d l e a r n t h e c u l t u r e .T h e s eb a s i ca b i l i t i e sa r e s i m p i yt o o l s u s e db y t h e h i g h e s tm e n t a l f u n c t i o n s :p r o b l e ms o l v i n g ,c r e a t i v i t y ,a n d t h e a b i l i t y t o s e e r e l a t i o n s h i p sb e t w e e ns e e m i n g l yu n r e l a t e d variables. T h e p o i n t h e r ei s y o u m a y h a v eb e e ng r o s s l ym i s l e da s t o t h e p o w e ro f y o u r i n t e l l e c ts, i m p l yb e c a u syeo u d i d o n l y a v e r a g e r n t h a t t a s k r e q u i r e d i n s c h o o l . T h e f a c t s a r e t h e s e ,m o s t g e n r u s e st h r o u g h o u t h i s t o r y d i d n o t d o w e l l i n s c h o o l .T h e m a j o r i t y o f s u c c e s s f ueln t r e p r e n e u risn t h i s c o u n t r yd i d n o t d o w e l l i n s c h o o lo r d r o p p e do u t a t a n e a r l - va-g e .R e g i m e n t a t i o n , d o i n g t h i n g st h a t h a v en o a p p a r e n tm e a n i n ga n d l a c k o f r e a ll i f e a c t i v i t i e ss, u c ha s p l a y i n gf o r k e e p sa. r e n o t c o m p a t i b l ew i t h t h e t e m p e r a m e n t o f t h e e n t r e p r e n e u rt h e s u c c e s s f u le n t r e p r e n e u rt,h a t i s .T h i s p o i n t r v i l lb ee l a b o r a t e du p o n f u r t h e ri n laterchapters. 2 0 . l v - I y t h : f o g : t i : c l ^ ,' . . . i c l i y c , u rp e n n i e sd, o l l a r s * i l l t a k e c a r eo f t h e m s e l v e s . F a c t : T h i s i s n o n s e n s.ee s p e c i a l l iyf y o u ' r eo u t t o m a k ea l o t o f m o n e y q u i c k l y . A l o t o f p e n n i e so n l v a d d u p t o a f e w d o l l a r s . A s a b e g i n n i n ge n t r e p r e n e u r!,o u h a v e ' , e r v l i m i t e d r e s o u r c e sT. h e m o s t i m n o r t a n t o f t h e s el i m i t c d r e s o u r c e si s t i m e . T h e s u c c e s s f ' u. nl i . . p r . n . u , m u s t h a v e t h c a b i l i t y t o s e p a r a t et h e i m p o r t a n tf r o m t h e u n i m p o r t a n t .o r t h e b i g t h i n g s f r o m t h e p e t t y t h i n g s .I f y o u a r e g o i n g t o t a k e t h e t i m e t o w o r k o n s o m e t h i n gi,t m a y a s w e l l b es o m c t h i n gb i ga n d n o t p e t t y ,f o r i t t a k e sa n e q u a l a m o u n t o f t i m e t o d o b o t h . 2 1 . i V l y t h : I m u s t b e c e r t i l l e db y s o r n er e c o g n i z e d authority b e f o r eI c a n d o b i g t h i n g s . F a c t : N o s u c ha r b i t r a r vo r n a t u r a ll a w e r i s t s .T h e r ei s n o a u t h o r i t v f r o m a n v s c h o o lo r i n s t i t u t i o nr h a t h a st h e a b i l i t y t o p r e d i c tw h o i s q u a l i f i e dt o d o b i g t h i n g so r r v h c ri s g o i n _ tqo b c s u c c c s s f ual n d r v h o i s n o t . T h a t p o l v e ri s t o t a l l vi n y o u r h a n d s . O n l v v o u r b r a i n s ,i n i t i a t i r , ea n { g u t s r v i l l m a k e1 ' o us u c c e s s f u l .

C H A P T E R3 THEORIES, PROVERBS & DEFINITIONS A. I!1y theories, proverbs and definitions acquired from b u s i n e s se x p e r l e n c e ' general,the incorporationof ,\'tt ProJit GeneratorSystem: In e l l 7 s t i p s t h a t l e a d t o f i n a n c i a l f r e e d o m ;i n p a r t i c u l a r ,t h e n l c s h i n g - t o g e t h eorf t h e m a r k e t , m e s s a g ea n d m e d i a . \ 1 , . G . 5 . :N e t P r o f i t G e n e r a t o rS y s t e m . - i 1 / ' . r :I l a r k c t . N l c d i a ,M e s s a g e t l , t r k t ' t :A g r o u p o f p e o p l ew h o e s t a b l i s ha d e m a n d o r a n e e d t i r r : r c c r t a i np r o d u c to r s e r v i c e . l l t t l i u ' . V c h i c l eu s e dt o t r a n s p o r ty o u r s a l e sm e s s a Sfer o m y o u r ( ) \ ' o u r p o t c n t i a lc u s t o m e r sp: r i n t e d m a t t e r , r a d i o , T . \ ' . r\dvertising offer; the letter, ad or commercial that .llt:;.suge'. \ ) l l c r s- \ ' t - l uPr r o d u c to r s e r v i c e .

image of its quality. It is usually quite different than the rrue quality. Most of the time this quality will be projectedto you as much higher than what it really is and in some cases(as is u s u a l l yt h e c a s ew i t h s u b o r d i n a t e si n y o u r c o m p a n y ) ,q u a l i t y will be projectedas lower than what it reallyis. This inflation of i m a g e w i l l b e a c c o m p l i s h e di n m a n y w a y s , s u c h a s t h r o u g h p r o p a g a n d aa n d o r n a m e n t a lm a g n i f i e r s .( S e ed e f i n i t i o n s . )A t r i c k t h e b u s i n e s s m a nm u s t b e a b l e t o p e r f o r m i s " T h e T r u e A s s e s s m e nAt d j u s t m e n t "- b y 'b e i n ga w a r eo f t h e e f f e c t so f t h e inflation syndromes and the ornamental magnifiers, a l l o w a n c e sc a n b e m a d ef o r t h e m w h e n f o r m i n g I ' o u r o o i n i o n s and judgments. Human Evaluation Curve: Throughout all my experiencein b u i l d i n ga s u c c e s s f ublu s i n e s sI.h a v ef o u n d t h a t p e o p l em a k i n g u p a n y f i e l d o r o r g a n i z a t i o na l m o s t a l w a y s c o n f o r m s t o t h e following evaluationby percentage: Thereare a fervgood. a few b a d . a n d a l o t m e d i o c r e .T h e c u r v e l o o k s l i k e t h i s :

L . 8 . O . : L a r g e b u r e a u c r a t i co r g a n i z a t i o n Individuals and organizationswill llole Inflation S.v-ndrome: r n t l a t ct h e i r r o l e i n a n y g i v e nu n d e r t a k i n gt o v a s tm u l t i p l e so v e r t h c i r a c t u a lr o l e . Cttntpetenc'e InJ'lation Syndrome: Individuals and ( ) r g a n i z a t i o nw s i l l i n f l a t e t h e i r c o m p e t e n c eb y v a s t m u l t i p l e s o l ' c r t h c i r a c t u a lc o m p e t e n c e . Il.rperti:;e Encroachment Syndrome: Individuals and r l r g a n i z a t i o n sw h o h a v e a n e x p e r t i s ei n o n e a r e a r e s u l t i n gi n s u c c c s sw i l l t h e n c l a i m e x p e r t i s ei n m a n y o t h e r a r e a si n r v h i c h thcy havcn0 truc expertise. Imuge ,\Iagnification 5,,-nclrome; lndividuals and o r g : r n i z a t i o n sa r e a l w a y s l e s s t h a n w h a t t h e y a p p e a r t o b e b c c : r u s ct h e i r t r u e i m a g e i s a l w a y s s e e n t h r o u g h a s e r i e so f r . l c v i s c od r n a m e n t a li m a g em a g n i f i e r s . Orrtuttrcnta/ ,\[ugniJiers: Unfunctional fronts, w,indolv d r c s s i n g se. t c . , w h i c h g i v e a n i l l u s i o n a r ym a g n i f i c a t i o no f t h c r o l c a n d c o m p c t e n c eo f g o v e r n m e n t i n s t i t u t i o n s a n d b i g -rircse colnp;rnics. o r n a m e n t a lm a g n i f i e r sc r c a t ea n i l l u s i o n l r r r t t t i r r t i d : r r i .bnu r h a ' e n o t h i n gt o - - d or v i t h p r . i i c i e n c r . t h c s e r r r c l u d cs u c h t h i n g s a s b u i l d i n g s , d e c o r , c o s t u m e s .i ' e n c v r l o c u m c n t ss,u a v ea p p c a r i n gp c o p l e ,d o g m e .e t c . Riqlttrott.sIlationa/i:arion; A processby rvhich a person. in o r < l c rt o r c a c ha n c n d , r a t i o n a i z e st h e - . " n r u s e dt o a c h i e v e t l l ; r tc n d r c s u l t .I n h i s m i n d , h e w a s r i g h t r v h e nh e s c r e r v c d vou . t n t lh c ' l lm a k ei t u p t o y o u l a t e r ;o r h e r u t i o n a l i z etsh a t t r ch e . s n ' t s c r c ' , l e dy t t u a t a l l . Ilrcr,r.t.;A p e r s o no n l v n e e d sa m i n i m u mo f r n c d i u m ,llrrtt.rrrttnr l c ! c l m c n t a lu h i l i r r e st o p e r f o r mh i g h e r l e v e lm e n t a lt a s k s .O n c e " r r t , .t h l t v cs' u r p e s s e dt h c m i n i m u r r i ,a l l e l s ei s s u p e r f l u o u sT. o I l r n c l r ( ) nr n \ r ) c i e t ya, p e r s o nm u s t k n o w , h o wt o r i a d , r v r i t c a n c l d r ) b i l s r cm a t h c m a t i c sH. e s h o u l d a l s o b c e x p o s e dt o c u l t u r c . e b i l i i l ' r o d o a l l r h e s et t r i n g sb e y . o n da p a s s r n g {l lr::lt:d. 'c: .t rr .l ."IC. l"s .i s m e a n i n g l e s sy.o u n e e d nnlo muchabilitvto m c m c l r i z ac n d l c a r n t h e c u l t u r e .y o u ncei onlv .r mini,nrim. Irtrc' .-ls.ie.r.rment Adjustmenr: In the busincss world evcrv p e r s o n ,o r g a n i z a t i o n ,p l a c e or thing will project e difierent

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l ) c r c c n t a ij o l f c o p l c r ] n k c d trom bad to good.

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T h e e v a l u a t i o nh e r ec a n b c c o m p e t e n c yo r m o r a l so r a n v t h l n g e l s e .T h e c u r v e u s u a l l l 'r e m a i n st h e s a m e .A n d n o m a t t e rw h a t l l e l d o r o r g a n i z a t i o nv o u ' r s t a l k i n ga b o u t a n d u o m a t t e r h o $ m u c h t h e i r p r o p a , g a n dt a e l l sI o u o t h c r w i s ct,h e c u r l e r e m a i n s the same. Tlte Balance Theor.t':The balance thcorl' statcs thlrt a totirl g o o d e f f e c tw i l l o c c u r i n b u s i n e s sa n d i n l i i e i n g e n e r a lr v h e n t h c t o r sa r e i n b a l a n c ea s o p p o s c dt o r v h e nf a c t o r se r i s t i n t h c s t a t e o f t h e e x t r e m e s .A l t h o u g h t h e r ea r e e x c c p t i o n s u , suallr t o o m u c h o f a n y t h i n g i s b a d ; a n d i n m a n v c a s e s t. o o l i t t l e o f ' s o m e t h i n g i s b a d . P u s h i n g t h i n g s t o e . \ t r e m e si s u s L r a l l l ' r e l a t i v e l ye a s y .H o w e v e r ,a s a s u c c e s s f ublu s i n e s s m a n1,' o ur v i l l havea much more difficult task iit hand. You rvill be requiredto

perform the balancingact. Putting things in balanceis much more difficult. It's like fine tuning an FM radio station. Your job will be to optimize - not go too much ieft or too much right. This is indeed a task few people know they have to master. Using society for an example, problems occur when there is too much of one thing and too little of another.You will always hear partisansarguingsuchthingsas the country should be totally dictated by government; or that businessshould totally run the country; or that labor unions should totally run the country; or that certain institutions like churches or colleges,should run the country. The fact of the matter is, history shows that problems only occur when theseelements a r e i n i n b a l a n c e I. f b u s i n e s iss i n t o t a l c o n t r o l ,m o n o p o l i e sa n d sweatshopsflourish. If unionsare in totalcontrol, businessdies off becauseit is uncompetitive. If government is in total control, the result is low productivity and low standardsof living. And so it goes, on and on. That's the same way it is within a business.Even the beneficialand desirablefactor of high sales,when out of hand, can cause problems; a wrong growth rate is createdcausingyou to over build facilitiesand overhead- when the salesstop or taper off, the company is out of business.The sameholds for extremesin other factorssuch as direct cost, fixed overhead,inventory,etc. The businessman must keep thesekey factors in baiance.We will go into this in more detail in the chapter on the rule of evolution.

B.

Back-endpromotional wheel: Charting system used to mail back end solicitationsat regular intervals. Projection:Calculatingwhat you expectyour total ordersto be before they are actually received. Double-Da,v.'The day on which you have received50/s of your orders. Typeset:Preparingcopy for print in sucha mannerthat it looks professional,organizedand easyto read with all linesequal in slze. Phot o- Typ eseI l ing: Computerizedtypesetting. Paste-up:Typeset copy, photos and headlinesare combined into an attractive layout for the finished promotion. Velox: Photographicreproductionof entiread with picturesin dot patterns. D . M . M . A . : D i r e c t M a i l M a r k e t i n g A s s o c i a t i o nlargestdirect mail trade organization. S.R.D.S... Standard Rates & Date Service current rates for all advertisingmedia. F-7.C.: Federal Trade Commissionagencythat monitors all advertising

Standard Definitions

Space Advertising: Newspapers, magazines, s u p p l e m e n t st,a b l o i d s ,c o m i c s ,R . O . p .

Back-end:Offers of products or servicesthat follow an initial purchase.

Sunday

R.O. P.: Run of press;placementof an ad within the main body of a newspaperwherevera spaceis available. Direct Mail: Making an advertising offer to a pre-selected audiencethrough the mail. White Mail: Complaints or inquiries handled by. public Relations Department (White Mail Department) Roll-Out: A major advertisingcampaign- to mail to an entire l i s t o r b l a n k e tt h e c o u n t r y t h r o u g h a d v e r t i s i n g . Plri. Responseto a promotion expressedin percentage. "Hot" buyers: The most recent buyers or multi-buyers. tVulti-buver.'A customerwho has purchasedmore than one of your products. L o a d e d : U n c o m m o n l yh i g h c o n c e n t r a t i o no f " h o t " b u y e r si n a r e n t a ll i s t . , Y i x i e s :U n d e l i v e r a b l em a i l t h a t i s r e t u r n e dt o t h e s e n d e r . Ke-y.'Letter, number or color codeusedto icientifvreturnsfrom a m a i l i n g l i s t , p u b l i c a t i o no r a d v e r r i s i n gt e s t tYth-tampling"'Arandom samplingof namesfrorn a marlinglist; names are selectedfrom a master list in incrementssuch as e v e r y5 t h n a m e ,e v e r y l 0 t h n a m e ,e v e r y 2 0 t h n a m e ,e t c . Ltp--frontcapital: iVloneythat is investedat the beginningof a venture, before any profit is made.

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nation's

directory of

U.S. Government

BOOKII.

THE 7 STEPS

C H A P T E RI . STEP I -

This chapterexplainsmy 7 Stepsto Financial Freedom in detail. The 7 stePsare: l. Create self-confidence. 2. Assemblea plan and a system. 3. Produce a profitable lvlarket - Media - Message Subsystem. ,1. Securea Functioning Management- Men - Money - Machine - Material Subsystem. 5 . S t a r t d o i n g s o m e t h i n ga n d f o r c e t h i n g s t o h a p p e n quickly. 6. Evolve. 7. Be persistent. Step 3, producea profitable Market - Media - Nlessage Subsystemis really the guts of the Net Profit GeneratorSystem ( N P G S ) . A l l s e v e ns t e p sm u s t w o r k t o g e t h e ri n o r d e r f o r t h e s y s t c mt o w o r k ; h o w e v e r ,t h r o u g h o u t t h e b o o k , t h e 3 M ' s Nlarket - Media - Message-are referredto as NPGS. you will llnd as you read on that NPGS-4 was really the smashing succcssof the Astrology Today concept. Although I had tbllowed all sevenof the steps for severalyears, my first big payday of $80,000 did not occur unril I perfected Step 3. Ilccauseof this fact, NPGS and the 3 M's mentionedin Step 3 arc referred to interchangeablythroughout the book.

CREATESELF-CONFIDENCE

Throughout history, the biggest enemy of successfor an individual has been himself. Your biggest roadblock to financial successwill beyou. You will beat yourself. There are a number of waysthat you will beatyourself, but the biggestone will be lack of self-confidence.If you are already beat in your head beforeyou start, in the end failure is inevitable.So the first very important rule of the sevenstepsis: Createself-confidence in yourself. It is normal for everybody to have some self{oubts. H o w e v e r , s o m e h o w i t h a s b e e n b l o w n c o m p l e t e l yo u t o f proportion. In my businessexperience,I would estimatethat over 90Vaof the population has been brainwashedfrom birth into thinking that they are inferior. I went through the same problems. Ever since I was a child I felt that I could do great things, but there was so much brainwashinggoing on in my environment telling me I couldn't that the casefor self-doubt beganto build up. This self-doubthad to be disprovedbefore I could start -The first thing the new entrepreneurhas to do is strip himself ofall the fallaciousbrainwashinghe hasbeensubjectedto since childhood. Let's take the fallacies one at a time. First let's elaborateon one of the myths that we mentionedbefore- the myth that another breeddoes things, BIG things, that is. This other breed is often referred to as "THEy". They do this and t h e y d o t h a t a n d t h e y a r eg o i n g t o c o m e o u t w i t h t h i s . W h o i s they?.

-f :r. OdrsrDP

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One of the funniest things that occurredwas this: they toc two forty-feet in diameter cylinders which they were golng 1 weld together. Each cylinder was constructedon the grour' with thi cylinders stiaight up (picture a can with no er s t a n d i n gs t i a i g h t u p a n d d o w n l . N o * w h e n t h e y t u r n e d t h e o n t h e i i s i d e s ,w t r i c t rw a s t h e o n l y w a y t o d o i t t o w e l d t h e f o g e t h e r ,t h e c y l i n d e r sb e c a m ee l l i p t i c a la n d t h e t w o e l l i p s ' we"renot the samebecauseof the varying strengthsof the ste i n v o l v e d .S o t h e y w o u l d n o t m a t c h u p . A n d t h i s s o r t o f t h i r w e n t o n a n d o n u n t i l t h e c o m p a n ya l m o s tw e n t b a n k r u p to l '

First of all, they do not exist. Most people think that i n v e n t i o n s ,t e c h n o l o g y c, r e a t i o n si n g e n e r a lc o m e f r o m s o m e great master planneii brain and that there are only a few of i h . r . * u r t . , p l a n n e r so n e a r t h w h o h a v et h e a b i l i t , vt o d o t h i s ' T h a t ' s n o t t h e w a y t h i n g sh a p p e n .W h a t r e a l l yh a p p e n si s - t h i s : i n v e n t i o n sa n d t e i h n o l o g . va i e a l m o s ta l w a y st h e r e s u l to f t r i a l . h e s t a r to f i t a l l i s p e o p l ea c t u a l l - v a n d e r r o r o r p u r e a c c i d e r uT r / o i n g s o m e t h i n g ,w h i c h w e w i l l g e t i n t o l a t e r ' M o s t o f t h e t e c h n o l o g yu s e dt o d a y w a s i n v e n t e dl o n g a g o a n d , o f c o u r s e ' n e w t e c h n o l o g i e sa r e b e i n g i n t r o d u c e de v e r y d a y ' B u t t h e . y don't come from some masterplanner'sheadwho knew eractl '" h o w t o d o i t a n d c a m eu p w i t h a p l a n a n d h a d i t w o r k t h e f i r s t time. H e r e i s h o w m o s t o f t h e s e t e c h n o l o g i e sc o m e a b o u t ' A l t h o u g h t h i s e x a m p l ei s o v e r s i m p l i f i e di't c e r t a i n l yi s n ' t t h a t far frori the truth. Let'sgo back to the first bridgeeverbuilt and p i c k u p o n t h e c o n v e r s a t i o no f t h e f i r s t b r i d g e b u i l d e r w i t h

this effort.

himself: "Ll H, w'antput road cross water." " futm, just iake um dirt and throw in water till get high enough, walk across." " Mm, hlater woshing awal- dirt." " fu\m,me knovu.Take um big wood road' Float on waIer"' " LIm, work good until get many people on one end' other enclpop off incl throw few people at other end oJf road"' " um, iix ihat by tying bunch of poles together,hook r'tnto each bank of river and hang w'ooclroad Jrom poles'" " Mm, poles break." " 0 h, me know, pound sticksin water,put bridge on lop of sticks." A n d s o i t g o e so n a n d o n . Another rvay things get inventedis a personwho is trying to do one thing throws a bunch of variables together and accidentally.orn.s up with a completelydilferent result than what he e.xpected.However, the other result is good and then b e c o m c sa t e c h n o l o g Y . There are so many variablesin naturc and in lif'e going on t h a t i f w e j u s t s t a r t d o i n g s o m e t h i n g 's t a r t p u t t i n g t h i n g s t o g e t h e r ,t h i n g s a r e g o i n g t o h a p p e n .\ ' o u a r e g o i n g t o l e a r n t h i n g s a n d d i i c o v e r n e w t h i n g s . L e t ' s t a k e w h e t g o e so n t n m o d i r n i n d u s t r y .A p e r s o nm a y l o o k i n a r v ea t a n u c l e a rp o w e r g e n e r a t o rp l a n t , b u t l i t t l e d o t h e l ' k n o w t h e s t e p st o b u i l d t h a t with experience i l a n t w e r e ' ac o m e d yo f e r r o r s .I h a d f i r s t h a n d n u c lear i n s p e c i a l i z e d t h a t i h i , b . . o u t " I w o r k e df o r a c o m p a n y power generatingequiPment. Let's take how the first nuclearreactorvesselsrveremade r e a c tor N u c l e a r e r r o r . a n d a n d I m e a n t h e s ew e r e r e a l l y t r i a l in 40 t'eet about c,,-'linder a big to what amounts are vessels d i a m e t e r .N o w , c y l i n d e r so f t h i s d i a r n c t e rw e r e n e r e r m a d e b e f o r e . Y o u h a d t o r o l l p i a t e s 'r v e l dt h e p l a t e st o g e t h e ri n t o cylinder segments anci then ueld thc cylinder seg-ments together.NJw few things went right through the rvholefiasco' Thlepiant to do this *ai built in a rural areawhere peoplehad little knorvledgeof welding and technology in genera! ThtV w o u l d h i r e w e l d e r se x p e r i e n c e ad t w e l d i n gt h e r m o sb o t t l e s . i n t o welds to use as i'illersand costs were comlng up to ten tlmes what rvasexpectedin some cases.

-li -

T h i s i s t h e w a y t h i n g sh a p p e n- a c o m e d yo f t r i a l a n d e r r c u n t i l t h e p e r f e c t i dp r o d u c tc o m e so u t a l o n g w a y d o w n t h e l i n A l s o , p e o p l eg e t a * ' e d w h e n t h e y s e eh u g ec o m p l e xs t r u c t u r e A g a i n ^ t h e tyh i n k t h i s c a m eo u t o f a m a s t e rp l a n n e ro r b u i l d e r m i n d . T h i v d o n ' t r e a l i z et h a t i t i s t h e r e s u l to f t h o u s a n d sa r t h o u s a n d so f p e o p l ed o i n g s m a l l . s i m p l e xj o b s a n d t h i s i s t l sum total of all that effort. A n o t h e r s o u r c eo f b r a i n w a s h i n gl i e s i n t h e e n t e r t a i n m e f i e l d - m o v i e s ,n o v e l s ,t e l e v i s i o ns h o w s ,e t c ' F i r s t r e m e m b t h a t a f i c t i o n a u t h o r i s e x a c t l yt h a t . A f i c t i o na u t h o r i s a n o t h kind of animal. The real world is too boring and he'susually' r o m a n t i c .T h i s i s a l l w e l l a n d g o o d f o r e n t e r t a i n m e npt u r p o s ' owere a n d p r o v i d e sm a n y h o u r s o f e n j o y m e n tf o r - p e o p l eH take it as that-€ntertainment-it is not real life' Things dor h a p p e na st h e y h a p p e ni n a u t h o r ' sm i n d s .A u t h o r sw a n t h e r o t uuihott want magic, and thosethings in life are virtually no existent. Even books that are supposedto be non-fictionleantowarr this. Factsare exaggeratetland taken out of contextin order m a k ea m o r e e x c i t i n gb o o k . T h e p o i n t i s t h i s :S u c c e ssst o r i e s l i f e w e r e a r e s u l t o f t r i a l a n d e r r o r , g r i n d i t o u t , n o s et o t ' w h e e l ,a n d a v e r y b o r i n ga n d u n g l o r i o u sc h a i no f e v e n t s9 0 ! [ the time or higher. T h e r ea r e e x c i t i n gt h i n g st h a t d o h a p p e ni n t h e w o r l d f o r t e n t r e p r e n e u rB. u t l i k e a n y t h i n ge l s e ,t h a t i s n o t w h a t h a p p e m o s t ; f t h e t i m e ,a n d t h e p a t h t o g e tt o t h ee x c i t i n gp a r t u s u a i inl'olves the day-in day-otlt grind of unexciting rvork' D o n o t b e b r a i n w a s h e db y t h e m y t h t h a t b i g t h i n g sa r e o n d o n e b y p e o p l ew h o g e t h i g h g r a d e si n s c h o o lo r b y t h o s ew l for You right nc scorehtgircn l.q. tests.I rvill dispeI this r.r1''.h L e t ' ss t a r t a t t h e b e g i n n i n g . F i r s t o f a l l , t e s t s m e a s u r ei n t e l l e c to n l r \ e r ) ' p r i m i t i s t a g e .L i t t l e i s k n o w n a b o u t t h e i n t e l l e c tp, e r i o d 'A n d e v e nl e i s f n o w n a b o u t g e n i u s e sb, e c a u s en o t t o o m a n y p e o p l ee concerncd with them. Schools, institutions and lar Now' I don't claim to knc organizationswant mediocrit-n.-. h o w t o m e a s u r ei t ' b u t e se p r o r i n t e l l e c t thit muchaboutthe I did study the subject of building up my orvn self-confidence d e p t h a n d I b e l i e v eI k n o w f a r m o r e a b o u t i t t h a n m c educatorsand so-calledpsychologicalexperts. lv{y siudy concernedinnovators, people rvho madc ma.; b r e a l t h r o u g h si n a d v a n c i n gm a n k i n d .I w a n t e dt o k n o r vt h t p r o f i l e a n d m a n n e r i s m s .I w a s t r y i n g t o p i c k u p . c 9 m m ( d e n o m i n a t o r sT. h e s es t u d i e sr e v e l l e dt h a t i t i s i m p o s s i b i et o t i f g e n i u si s n u r t u r e do r n a t u r a lo r w h a t p a r t s e l f - d e t e r m l n a t l ' p l i y s , o r i f i t i s a c o m b i n a t i o no i t h e t h r e e .I k n o r vt ' o ra l a c t t h

, j r r e r m i n a t i oins a v e r ) ' l a r g ep a r t l t h i n k t h e o l d p r o v e r bi s . r l : ; r , r setl w e v st r u e t h a t ) o u c a n d o a n y t h i n gy o u w a n t t o d o i f ' . , r rlir l n t t o < j oi t b a de n o u g h .Y o u a r e ' , , ' h ar t' ' o ut h i n k y o u a r c . s r o b a b l va n u m b e ro f w a - u " s S , rr ri r . i ti t a n r o u n t tso i s t h a t t h e r e ' p , , i -e { ) r r h i n l r t i t ronf ' r ' , a v st o c o m c u p r ' " i t ha p o w e r f u li n t e l l e c t . \ , r r ' , h u ti s t h e p r o l ' i l eo f a p e r s o n ' " v i t ha p o w e r f u l i n t e l l e c t ? . s m e n t i o n e di n a l a t e r l i r , r . l c t ' sd e t . i n ep o * ' e r l ' u il n t e l l e c tA s ' o u l dl i k e y o u t o t h i n k , , r , r p { c r .c ( ) n t i - l r vt o r v h a te d u c a t r l r w t i i l r : r ' k r c q u i r c di n s c h o o l d o e sn o t m c a s u r ea h i g hi n t e l l e c t u a l i i r r r . t i i ) nl.t r n c u s u r etsh e a b r l i t vt o m e m o r i z ea n d u n d e r s t a n d ; r c r r o u s l . , c o n c c i v c d a n d v e r v- f s t r u c t u r e d p h i l o s o p h ise, ' . g i 1 1 1 1 1 l i r gnirgc' t5h, o d o l o g i ecst,c . h e s ea r e i n t e l l e c t u at la s k s rrrrir. in dil'liculty. It requiresmatching classical . r r l u t i"o' "rrr.s1t1( '). , ncro n t r i l e d , c o n t r o l l e d . a n d o v e r s i m p l i i i e d p r o h l c r n s .l t r e q u i r c st h e m a n i p u l a t i o no f a n e n v l r o n m e n t * l r r c hi s c o n t r i r c d ,c o n t r o l l e dr, e g i r n e n t eadn d s h c l t e r e di .t ' s a r r r . r k c - h c l r cgr ac m e . l l i g h l c r c l i n t c l l c c t u a l l ' u n c t i oanrsem e a s u r e b d 1 , h o ww e l l a n r n d i r i d t u rcl o m m a n d sc n v i r o n m c n it n t h e r e a l w ' o r l dw h i c h i s e o r n p i e . rh , o s t i l e ,a n d w h e r e y o u p l a , vf o r k e e p s .H i g h l e r . e l r n c n t a l: r b i l i t i c sa l l o w a p e r s o nt o s e et h e r e l a t i o n s h i pb e t w e e n n " ' o s c c m i n g l yu n r c l a t e dv a r i a b l e st o s o l l e c o m p l e x p r o b l e m s t h u t h a v c h a d n o p r e v i o u ss o l u t i o n a n d t h e a b i l i t v t o c r e a t e v i r t u a l l yf r o m s c r a t c h . N o w g r a d c p o i n t a v e r a g ei n s c h o o l m e a s u r e st h e r a t e a t w h i c h t h e m i d d l e - l e v e il n t e l l e c t u a sl c h o o l t a s k i s p e r f o r m e d . I h c c l a i m i s t h c n m a d e t h a t t h i s g r a d ep o i n t a v e r a g em e a s u r e s t h c p c r s o n ' sa b i l i t y t o d o h i g h e r l c v . e lm e n t a l t a s k s .T h i s i s l u d i c r o u s .T_h e f i r s t g r o s se r r o r t h a t i s m a d e h e r ei s m e a s u r i n g t h c r a t e . I n c o n t r o l l c dl a b o r a t o r ye x p e r i m c n t so n f l a t w o r m s . r " h . h u v ct h c a b i l i t yt o s t i l l f u n c t i o nc v e na f t e rt h e i rh e a d sa r e s c v c r c d i,t w a s l ' o u n dt h a t f l a t w o r m sp e r f o r ms i m p l e xt a s k sa t a r n u c h f a s t e r r a t e a f t e r t h e m o r e c o m p l e x n e u r i t l o g i c ah l ead p o r t l o n w a s s e v e r e df r o m t h e r e s to f t h e b o d y , l,e a r , , i nogn l v t h e s r m p l c xs r r i n a lc o r d s c c t i o n . A m u l t i t u d c o f f u r t h e r t e s t so n h u m a n b e i n g su s i n gp r o v e n g c n l u s c sl r s o n e o f t h e e x p c r i m e n t a lg r o u p si o n f i r m i r t t t r i s 'fhe lhcorv. c o n c l u s i o nw a s t h e c e r e b r a ln o i s et h e o r y .T h i s t h c o r y s t a t e st h a t i n a c o m p l e x n e r v o t . ls v s t e mo r a c o m p l c x m i n d . t h e r ca r e s o m a n y t h i n g sg o i n gu n i h " t a s i m p l et " i L i , h i n d c r e db y i n t e r f er e n c ef ' r o mo t h e r p a r t so f t h e b r a i no r b y t h e c c r c b r a ln o i s ca s i t i s c a l l , . CT. r ' . 1 , ; ct h r ,l n a l t l g y , y, , o uc a n . : t d d t r v o p l u s t r v o m u c h q u i c k e r o n a s i m p l ea d d i n g m a c h i n et h a n ! ' o u c a n d o i t o n a h i g h l e v e le l e c t r o n i cc o m p u r e r . N o r v h e r e i s t h e c o u p d e g r a c et h a t r v i l l l a y t h r .g r a t 1 .p- o i n t ] a v c r a g cf a l l a c yt'o r e s to n c ea n d f o r a l l . F - e wo i t h e r e a lq . r ' u r . . . \ t h r o u r r h o u tt h e h i s t o r y o f m a n < j i d w e l l i n s c h o o l . S * i rl s a a c I N c ' " l t o na n d A l b e r t E i n s t e i n ,f o r i n s t a n c er. v e r ef l u n k e do u t a s I d u l l a r d s . S u c c e s s f uel n t r e p r e n e u r su s u a l l l ,d o n o t d o w e l l i n I s c h o c r la, n d i n l l c t , m a n y o f t h e m d r o p o u t a t a n e a r l y , - , g , ) l a r g e c o m p a n i e st e s t e d t h e r a l i d i t y o f a c o m m o n .Scveral scho.lasticty'pe I.Q. test to predict future performanceof ne,,v c m p l o y ' e e sS.a l e s m e nw e r ec h o s e nb e c a u s et h e y s t a n dm o s t o n t h e i r o w n m e r i t a n d t h e i r p e r f o r m a n c ec a n b e m e a s u r e dm o s t o b . ; e c t i v e l yT. h e r e s u l t sw e r e a p e r l e c t n e g a t i v co n c _ t o _ o n c c o r r e l a t i o n .I n o t h e r w o r d s , t h e b e t t e ra n e r vs a l e s m a nd i d o n t h e s es c h o l a s t i ct e s t s ,t h e w o r s eh e w o u l d d o o n t h e a c t u a l j o b . E d u c a t o r sa l s of a i l t o s e et h e m i n i m u m t h e o r . vT. 'h. e m i n i m u m t h e o r ys t a t e sa p e r s o no n l y n e e d sa m i n i n t u m o f m r - d i u ml e v e l

-9-

m e n t a la b i l i t i e st o p e r f o r mh i g h er l e v e lm e y o u ' ! ' es u r p a s s etdh em i n i m u m ,a i l e l s ei s s u b y ' n o m e a n s u s e l e s sI.n f a c t , i t i s i m p o r t k n o w h o w t o r e a d a n d w r i t e a n d d r t b a s . _. . _ _ m u s t b e e x p o s e dt o t h e c u l t u r e. H o w . e v e re, d u c a t o r ss h o u l d realizethe ability to perform the tasks required in school b e v o n dt h e p o i n t o f a " C " i s m c a n i n g l c sasn d d o c sn o t p r e d i c t rvhois going to do well in life. This fallao hasnor onlv bcen h a r m f u lt o m a n y a n i n d i r i d u a l i. r h a s b e e nd a m a g i n gt o r h c a d v a n c e m e not f s o c i e t ya l s o . N l a n v g e n i u s e sh a r . eb e e nc u t o f f t ' r o mb e i n gp u t i n a p o s i t i o nw h e r et h e v c o u l t l d o s o c i e t l , t h e most benefit. N o w , h e r e ' st h e p o i n t o f a i l t h i s . I f 1 o u a r e w o r r i e dt h a r ),ou c o u l d n ' t d o b i g t h i n g s b e c a u s ey o u d i d n ' t g e r g o o d g r a d e i i n s c h o o l ,f o r g e ti t . T h e o l d p r o v e r bi s t r u e . . . A s t u d e n t sm a k e t h e g r a d e s , B s t u d e n t sm a k e t h e f r i e n d s , C s t u d e n t sm a k e t h e money." Thc ncxt item ro be overcome is intimidation. The established e n t i t i e st h a t a r e d o i n g b i g t h i n g sl o o k b i g g e rt h a n l i f e t o y o u , a c o m m o np e r s o n T . h e e n t i t i e st h a t I a m , e i J r r i n , rt o a r e e n t i t i e st h a t y o u m u s te i t h e rc o m p e t cw i t h o r d ea l w i t h , s u c h a s g o v e r n m e n ti n s t i t u t i o n sa n d o t h e r c o m p a n i e sS . u c ht h i n - e s w i l l g o t h r o u g hy o u r m i n d a s ," g o v e r n m e n t l st o o b i g a n d s m a i t t o d e a l w i t h " , " p e o p l ec o m i n go u t o f b i g p r e s t i g i o u u sniversities a r c t o o c o m p e t e n t o c o m p e t ew i t h " , . . i n s t i t u t i o nssu c ha s b a n k s a r e t o o s m a r t l b r m e t o d e a lw i t h " , a n d a s w e m e n t i o n e db e f o r e . " b i g c o m p a n i e sa r e t o o b i g a n d s m a r t a n d c o m p l e . rf o r m e t o c o m p e t ew i t h " . B el i e v em e ,a l l t h i si s a n i l l u s i o na n d o n ec r e a t e d b y w h a t I c a l l o r n a m e n t a lm a g n i l i e r s . T h e s eo r n a m e n t a lm a g n i f i e r sg i v e a n i l l u s i o n a r vm a g n i f i c a t i o n o f t h e r o l e a n d c o m p e t e n c eo f t h e s e b i g g e r - t h a n - l i f e e n t i t i e s . T h e s e o r n a m e n t a l m a g n i f i e r sc r e a t e a n i l l u s i o n a r y i n t i m i d a t i o n . O r n a m e n t a lm a g n i f i e r sa r e t h o s e u n f u n c t i o n a l f r o n t s ,w i n d o w d r e s s i n ge, t c .w h i c h h a v en o t h i n gt o d o w i t h t h e p r o f i c i e n c yo f t h e e n t i t , vi n q u e s t i o n '.f h e s ei n c l u d es u c ht h i n - q s as buildings, decor, costumes, t'ancy documents. suave appearing people, dogma, etc. There is o4lyjn"1!1i-ryjhAt i

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the reasonmost largecompaniestake foreverto make a decision. Much of what an organlzatlon ls ls a reflectionof the desiresof the owner.Thesedesiresare reflectedin your objectives,goals,and organization' If you have more than one owner molding the organization into their likeness, it becomes an i m p o s s i b l et a s k .

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Having a plan and systemis one of the main things that separatesthe winners from the losers in the businessworld' Contrary to what they may try to teli you, guyswho operateon intuition, feelings,keepingthingsin their head,and seat-of-theA systemprovidesyou the pants decisiontlt. .at. successes. and orectsemanner' sequential in logical, a things ability to do Mosi importantly, a systemletsyou know preciselywhat your status is at all iimes. This is a commandment of business: "Know Thy Status".The number of companiesthat havegone under becausethey didn't know their costs,didn't know how much money they ieally had, and really didn't know what they' werecapableof would filI volumesin a library. Also, a systemrs the only way to insure efficiency,which is all important ln .a businesswhlre profits are a 6 to 10 percent margin' It is important that you establishyour systemfirst before starting intb your enterprise.Why? First, the further yo.uget into the enterprisethe more difficult and time consumingit will be to set up a iystem. Second,when you enterinto an enterprise,you are too involved with products, promotions, media, getting material together,etc., to have time to set up a system'Lastly, becauseI hive alreadydone most of it for you, it is not going to take that much time inyway. What I am providing you hereis somethingthat a consultantagencywould probably chargeyou $25,000to ao. I am providing you with a functional,de-bugged' tried and testedsystem. a p l a na n d T h i s s e c t i o ns e r v e sa s a g u i d e l i n et o a s s e m b l i n g a systemfor an efficient operation' Covered here are: l.

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C h o o s i n gt h e f o r m o t ' b u s i n e s se n t i t y b c s t s u i t e dt t r y o u r n e e d s( c o r p o r a t i o no r p a r t n e r s h i p )c, h o o s t n ga c o m p a n yn a m e ,a n d c r e a t l n ga n l m a g e .

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C r y s t a t l i z i n go b j e c t i v e sa n d g o a l s t o d t r c c t ! ' o u r decisions.

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B u i l d i n g a w o r k a b l e s ) ' s t e mt o g c t t h c j t r b d o n e q u i c k l y a n d e c o n o m i c a l l y .I n c l u d e d a r c I S 1 ' s t e m F l o r v c h a r ta l o n g w i t h s a m p l c so f t h e m a j o r b u s i n c s s forms uscd.

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O r g a n i z i n g t h e n e c e s s a r yb u s i n e s sf u n c t i o n s f o r lronr e onc-mitn rarious sizc organizltions operation to a verv large direct mail company" O r g a n i z a t i o nc h a r t sa r e i n c l u d e dt t l r r e l e r c n c c '

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Notice the difference. Several key businesses\\,cre r e m o v e dl . r o m m y l i s t . I f o u n d t h a t i f I o n l y w a n t e dt o d e v o t c l 0 % o f m y t i m e t o t h e b u s i n e s sI ,c o u l d n o t b u i l d ( l ) a p r i n t i n g a n d l e t t e r s h o pb u s i n e s s(,2 ) a f r a n c h i s e db o o k a n d r e c o r ds t o r e . (3) a retail business. T h e g o a l sw e r es i m p l y n o t c o m p a t i b l e. Y o u w i l l l i n d t h a t y o u r i d e a sw i l l c h a n g ea s t h e b u s i n e s se . r p a n d sA . n d y ' o ur v i l l f l n d o u t a n o t h e r t h i n g : " J u s t b c c a u s ey o u h a v e b e c o m ea n expert in one business, there is no larv that sa)'s )'ou a u t o m a t i c a l l ya r e a n e . \ p c r ti n a n o t h e rb u s i n e s s .I"t t a k e st i m e and e.rperienceto build sev'eraldifl'erent businesses. Before1'ou e m b a r k o n a n e w v e n t u r e ,a s k v o u r s e l f ", D o I r e a l l yr' v a n tt o d o t h i s ? "I f i t ' s n o t l i s t e da s a g o a l ,b y p a s si t o r a d d i t t o r h e l i s ta n d give it 1'our best shot.

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As time moves on, you are able to measurethe progress made toward your goals.Surprisinglv,either the original goals seemunrealisticor you've changedyour mind. Decide if a new set of goalsare requiredor if simplemodification to someareas will put thingsmore in perspective.

G c t p u r c h a s eo r d e r sp r i n t e d w i t h y o u r n a m e . Y o u w i l l o n l y n e e d a b o u t 1 0 0 o r s o o f t h e s e .P u r c h a s e ordcrs with purchase order numbers are very irnportant w'hen you are dealing with suppliers. : \ g a i n ,i t s h o w st h e y a r e n o t d e a l i n gw i t h s o m et 1 y - b y n i g h to u t f i t .

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uail t,,.n, lorm ilr)t

I Rccrlrd Rrturrrr Dail! Fr)rm tll!? Sor." .f .l Return\ Form lll,lJ

il;;;;.---_-l

i---

,;;";;;";'il;:;;,'I I i;:,ll',I;:l -r,,,,"'"il "i,1,';iT!lll' I i

Figure ) (tottt.1

V. NlethodSvstem

Fulfillment Svstem

Rollout Decision

D e v e l o p /S e c u r eP r o d u c t l.eqal ( 0ntracls

;;:l

P u r c h a s eO r d e r f o r P r o d u c t E a s e do n Projecti ons

formtzrt I

t-lilurle

Cult

of Product

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I

i

Marketing System Receiveand Proca;s Orden Open !lail & Rccord on Incoming llail Fornr 1106

Plrce..\.ds lnxrlion Order Form f205

(}rdm hcrpoxh&

ltril Io Cu\t()nrrr Drop Sheet Fornr ll09

radr

fq

lulfillmt

Figure 2 (r'ont.)

X. & Accounting StatusSystems

t--*{"-

Fulfill Product Purchrse Order lo Fuffilbsrt Cmtrrdtr fn Assembly and llailing of Producl

Fr i d a r R e p o r l lorm d2l6

I

I

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Peyroil Time Sheel lorm E2l'l

j

rormezoq

I

sopplv Producl to lulfillmcnt Contnclor -.S$

gs '-\6r

l_**."-

Convenlionrl Accounting Foms OntsWrite System Form f2J5

lnvenlory Control Form 4ll5

rorms2?0

I Mrintrin S€cur I orm f20l

frx Forms

illethod Svstem

\lrrnlrril nrth

516r) r-,)rm

l-;;

P u r c h a r e0 r d e r - S r s t e m- l o r m C l l l i

Quliat ( ontrol lom !llJ

Reporr

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Form 20{)

PROJICT SHEET ECTI{AME PBOJ ECTTYPE: I PROJ PROOUCT

TESI T

AGTIVITY ItJl

'l

l s s u eP r o l e c t 2 D e v e l oPoP MC o n c e p t

Contracts 3 i\Jeqotiate ontracts 4 N e q o t i aCt e t eo n t r a c t s 5 N e q o t r aC 6 U / r i t eP r o m o t i o n / . S P- S e c u rT e e s tP u b 8 Df/ - Secure T e s tL r s t uro educl 9 . D e v e l o p / S e cP

l 0 C o m o o& s eP r i n t 11Leoal0K 12 CPAOK 1 3 .D / MS e c u r M e ateriai 1 1 D / MS e c u r M e aterial

1 5 D / t uS| e c u rM ea t e r i a l 1 6 D / MS e c u r M e aterial 1 7 D I MS e c u r M e aterial 1 8 D / MS e c u r S e ervrces

1 9 D / NS' l e c u rSee r v i c e s 2 0 D I MS e c u rSee r v r c e s 2 1 D I MS e c u rSee r v i c e s 2 2 D e v e l oPo/ RP a c k

Zl_lqlqyqpfo_rn o to W/ lVl 2 4 D I MA s s e m b M l ea i l 2 6 S P- P l a c eA d s 2 7 D M- D r o pM a i l r n

2 8 S P- R u nA d 2 9 P o s tD r o pS h e e t J 0 F r l eP k q r n B O MB o o x 3 l P r o c e sM sail/Refund

3 2 A l a l y zT eestResults 3 3 E v a l u a tCe ROLLO UT 3 4 .R o l l o uDt e c i s i o n 3 5 0 r d e rM a t e r i a l 3 6 O r d eM r aterial

3 7 0 r d eM r aterial 3 8 .0 r d e rM a t e r i a l 3 9 .0 r d e rM a t e r i a l 40 0i'deS r ervices { 1 . 0 r d e rS e r v i c e s

.120rderServices 4 3 0 r d eS r ervices { . 1 0 r d e rM a i l r n L qist 4 5 N e g oF u l f i l lC. o n t r r c t 1 6 W r i t eM R& W / M P r o c -li Neqotiap t er j c ew i F C A 4 8 .W r i t eF u l f r l l m ePn rt o c l 9 N e q oF u l f i l lC o n t r a c t

50 Dlll- assernble Promo 5 l S P- P l a c eA d - DropPromotion 52 DlVl 5 3 S P- R u nA d

}.I0. PROJECT ROLLOUT D ()THER EST.C()ST PROMOTIOI{ MEOIA

F o r m 1 0 0( c o n t

P R O C ESSTSE P S TEST Proiect 1 .l s s u e / oncePt 2 .D e v e l oPpP I C 3 .N e g o t i aCt eo n t r a c t s 4 .N e g o t i aCt eo n t r a c t s 5 .N e g o t i aCt eo n t r a c t s 6 .W r i t eP r o m o t i o n t ub 7 S P S e c u rTee s P B .D M- S e c u rTee sLt t s t c ur or ed u c t 9 .D e v e l o p / S eP 1 0C . o m p o& s eP r i n t 1 1L . e g a0l K

1 2 C P AO K ea t e r r a l 1 3 D / MS e c u rM 1 4D . / MS e c u rMe a t e r i a l 1 e c u rM e aterial 1 5 .D /t uS 1 6D . / MS e c u rMe a t e r i a l 17D . /M S e c u rMe a t e r i a l S e c u rSee r v i c e s 18D . il v 4 1 9D . I MS e c u rSee r v i c e s l e c u rSee r v i c e s 2 0 D if u S 2 1 .D / MS e c u rSee r v i c e s 2 2 .D e v e l oPp/ RP a c k a g e

i 2 3 .T u r no v e rP r o mtoo U / M 2 4 D I MA s s e m bMl ea r l r n g Keys 2 5 .l s s u e e ds 2 6 .S P- P l a c A 2 7 . 0 M- D r o pM a i l i n g 2 8 S P- R u nA d Sheet t roP 2 9 .P o sD Book 3 0 F i l eP k gr. nB O M 3 1 P r o c e sMsa i l / R e l u n d t esults 3 2 .A n a l y zTee s R t eo s t s 3 3 .E v a l u aC

2 1 .D i s p a t cMha i tl o F C A . o u n-tK e y s h e e t 2 2 .P C A- P r e p a rEen vC r e. 0 . 2 3 .P C A P r e P a P S h e e t-sS o l i c . t roP 2 4 .P C A- P o sD 2 5 .F C A P r o c e sMsa i l t to n e Y 2 6 .F C A- D e p o sM r ee Y s h e e t 2 7 F C A- P r e P aK 2 8 .F C A- K / P& C o m P u tPerro c e s s t ePosit 2 9 .P C A- P o sD 3 0 .P C A- C h e cFk C A ' s f ot srE r r o r s KeVshee 3 1 .P C A- C h e cFk C A 'Isn v o i c e 3 2 .F C A- D i s p a t cWh/ Mt o P C A ei c r o f i c h e 3 3 .F C A- p r o d u cM d /M 3 4 .P C A- P r o c e sNso n - S tW 3 5 .P C A- D i s p a t cWh/ M t o 0 u t s i dC eontractors 3 6 .P r o c e sWs / M 3 7 P C A. Q CW / M W/M 3 8 .D r o p

3 9 .M o n i t oWr / M 4 0 .F C A- G e n e r aCt eu s t o mLeirs t Pu s tL. i s t 4 1 F C A- B a c k uC 4 2 .D i s p a t cChu s tL. i s t o L i s tB r o k e 4 3 .A p p r o vPer o m o t i otnosC u s tL. i s 4 4 .M o n i t oRr e n t aolf C u s tL. i s t nP eu 4 5 .F C A- P r o d u cLea b e l s / T aIP 4 6 .P C A- D i s P a t cFhu lifl l m e n t 4 7 .F u l f i P llroduct 48 PCA. OC 4 9 .P C A- D r o pF u lifl l m e n t l.roPs i u t f i lD 5 0 .P C A- P o sF 5 1 P C A- M o n i t oI nr v e n t o r i e s t d v .R e t . 5 2 .P C A- P o sA 5 3 .P C A- P r o l e cAtd v .R e t . c to r e c a s t s 5 4 .P C A- P r e p a rPer o d u F YePort 5 5 .P r e p a rFer i d a R . i n a n c iSatl a t e m e r er t l y F 5 6 .P r e p a 0 57M . o n i t oFrt n a n c i a l

ROLLOUT 1 .R o l l o uDte c i s i o n 2 . j r d e rM a t e r t a l r atertal 3 .0 r d e M 4 .0 r d e M r aterial 5 .0 r d e M r aterial 6 . 0 r d eSr e r v i c e s 7 .0 r d e S r ervices B . 0 r d eSr e r v i c e s r ervices 9 .0 r d e S 1 0 0. r d eM r a i l i nLgi s t l .o n t r a c t 1 1N . e g oF. u l t i lC 1 2W . r i t eM / R& W / MP r o c e d u r e s w/FCA 13N . e g o t i aPt er i c e 1 4W . r i t eF u lifl l m e nPt r o c . l .o n t r a c t 1 5 N e g oF u l f i lC 1 6D . M- A s s e m bPl er o m o . ed 1 7S . P- P l a cA D 1 8 . M- D r o pP r o m o . 1 9S . P- R u nA d l eturns 20S . or& t C o u nMt a i R

l50.j.iF:

20-

Form 201

PROJIGT PRIOSITY LOG TIMEREOUIRED: 0-10 M = MEDIA 0F SUCCESS: 0-10 0 = 0DDS C0MPLETI0N P = PR0DUCT STATUS: 0-10 = RE0UIREMENTS (ZERO C CAPITAL HtcH,TENLOW): 0-10 p0lNT= $i00M): 0F PROFIT A = AMOUNT (EACH GEN€RATED 0-j0 = POTENTIAL: BACK END B 0-10 PROMOTION S = SALES COMPLETION STATUS. O.1O PROJECT #

C- t - o a 4 ( -/-05'

-/'7/

C -t-t7/

C-a

c ,2 -//_ F-2- /96 l-t -Ay'6

F-az* E r p l a i n e d i n d e t a i l i n B o o k I I , C h a p t e r5

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cs/so F.

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- fr,44

(,4-/a F-4. F4 -2. L-5/ix

l=-i cto

r.5 c22 lt-5 c50 {50{. IF36

F orn 7\

FORM COIITROL PRODUCTIO}I i,loBeference AMTRICA OT CORPORATIBil PUBLISIIIT{G ilAME PR{)JTCT iIO PR{]JECT

TITIES 0uArl SIZES

I TEST

INITIATED OATE O TARGET C()MPLETEO I}ATE N PRCI]UCTI()N

0ale[]ueIn []aleIn procedure Est.Tine Act.fimeSched. Conp.

PYIIVRITII.IG DEPT. Sched. Como.. fl fj

f I

I Copywrile Ediil

n T X n

n D I f,

2 Copywrite Ed i2I Co p yw ri3te Edir3

n n I n I

U n n I tr

0ate0ut[]ut 0ate()ul Procedure Est.TimeActfrne

4 Copywrite Edit4 5 Copywrite EdirS Final

0ate[)ue0ut [lale[}ueIn 0ut []ate 0ateIn Comp. Procedure Est.TimeAct.Tine . Como. Procedure Est.Itme Act.TineSched. edit4 X Tocopywrite n n Casl 0ll n Recompose n n Typeset edil5 D Tocopywrite I [J Firstpaste-up I Recompose n I Tocopywriteeditl 0K I Final i] [1 Recompose pr ints D Velox n Toco p yw riete d i2 t I pr ints n Xer ox I Becompose I I I AssignCodes I T o c o p y w r i t e e d- i t 3 I l i l l o fM a t e r i a l s I B e co mp o se I

DEPT. RAPHIGS

n n n tJ II n I I ii

fitliT D T P T ure Proced 0 b ta i0nri gA . rt M a kP elale

SchedCamp

T T

ti

t]

DateI]ue0ut 0 a l e0 u eI n 0 a l e0 In 0ate ne me Act.ll SchedComp Procedure Est.l7 Est.fimeAct.Tine n Print D

n

I

Finish

0ate 0 u e0 u l Date0ut 0 a l eI n Act.Tirne Procedure Est.Time SchedComp. Procedure Est.TimeAct.llmeSchedComp pr oducl prod. fi T Assem ble i_l Obtain materials.il

ULFILLMTilTDEPT.

l.rplained in detail in lJook

0ate 0 u el n

Form 202 (cont.)

0ate0ut(}ut 0ate()ut Procedure Est.Iine Act.Time Sched.Comp. Procedure Est.TimeAct llme Sched.Comp t-J tl Writeprocedures I n 0ispatch I Il 0blain codes-code tr n Eeturn envtr I Invoicins Line-up labor tr tr Belurn t l 0 b t a iMa I n te ri a l s X X Mailed p apcka g e s I I M a k e-U I n Tocom puler center

DTPT. ISPATGH

[]ate0uein In 0ate

ATAPB0CESSIIIG DIPT

0ate l]ueIn

0ateDue0ut 0ate0ut []ateIn Sched. Comp. Procedure Est.TimeAct.llmeSched. Comp. Procedure Est.TimeAct.Time ! n 0blain tr n Copy source docu. tape il D Keypunch ! I Sort n tJ Verify tr I PrinlLabels I D Record ontape

FFTITIE PROCEDUBES Sched.Comp. Procedure D n Projections n n Invenlory [ t r M a i l i nLgi sts n fl Photographs

Due

Est.llme

Act.fime

ilofes

nn NT NT

0STlt{Glllf0RMATl0tl

Person

0alePosted

nventory Forecast nl Forecasl

power Forecast

il0Tts:

)l

4 S O 4 - ll . ' l s x

Frlrm lgr

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l I! F

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Form 204

--

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,ke?-

: /-tzq

rt

I

2 3 4

, {-.JJ/s k--37]

5

"EW ,lizr'-

5 7 3

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25

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)6

,'ll e?L &?7 "i ,,tl32t ,i,l_^lJ rr | 400 ,,ilfr/ .'ll TJnl

27 2B 2') t-

30 3l i2 33 31 35 36 J /

.J/

3B 39 .10

33 39 .10

Order No.

Date

:$

TO:

MediaServiceCorPoration

*^::3i:l:'lnl"ii:^\* cLIE,I{T 494-5065 Phone1216)

INSERTIOJ{ ORDER Cost

InsertionDate Ad Title/ subiect

ffiiheve|oxcopyoftheadvertisement,issentto 3 each newspaper"inwhich the ad is tb appear' Allow approximately weekslead time on Placement.

GIlOSS: l-otal Cost

INSTRUCTIONS Pleascsend one comfrletesectlonc o n t a i n i n qt h c a d t o N l e d i aS e r v i c e

l-ESS: .\genc1' Clommtssttltt t-ESS: Cirsit[)iscottllt

Plcrtsescnd 6 tcarshectst o c l i c n t a t t h e t o l l o r v i n ga d d r e s s :

()thcr Discrrtrnts ()r Chilrgcs \ El'I'()tlll Cost

. \ r r t h r t i - i z c db \

, l e d i aD i r e c t o r S h i r t e yS i e d l e r N

Form 205

I N C O M I N G 1 ! I A I I ,R [ ( ] O R D T H f , P U B L I S H I I { G C O R P O R A T I O NO F A M E R I C A . I N C .

l.nvelope Count

F . C . A . C a g eDate

P.C.A. lVlail Date

Preparedby

Title

Over I I inder

Envelope (lount

This is a critical document and must be extremely accurate. Completed every day by the mail room, it tells exaclly how many orders were receivedand how much receiptstotaled for that day. Each product is listedseparatelyby product code.Each newspaperis assigneda uniquenumber calleda key. This key tellsyou how welt the product did in each newspaperin which it ran.

Rrjected Letters \\ hite llail

T O T A LE N V E L O P E S JiG.r-w\t,ll7

:7-

Fr;,rm lq,

OAITYTESTRETUR?{S Count Envelope Total

,

Ke yN o .& T e st

Actual Count

Actual Total ToDate

Prolected 0r der s

1.nr*n tt e hot sheet,keepsthe ownerabreastof fr|ffi|-, "s eachday.Thisform liststhetotalnumber "i!f, aredoing tests his how well of orders taken in for that day for the most important products being marketed and for all testsbeing conductedat the time'

Form 20E

AOHETURIIS SPACE

Code

Ver sion:

Promotion: Media:

eate: 0 nS a l 0

Circulation:

NetPromoCost Breakeven0rders: lnlormalion: TearSheet

Cost/M [{eU: Profit Gross

This form provides fingertip accessto the performancehistory of a product. It is a completerecord, a running account kept day by day of how well a Promotion is selling. A separatesheetis kept for each newspaperrunning the advertisement, thus providing historical i n f o r m a t i o n . ( S e e B o o k I I , C h a p t e r3 , Section D for more detailed information.)

{ s o . 1. l F 9 {

Form SHEET FORM7OO. DAILY }.IAIL DROPA.\D AD PTACE}€}N RECORD

YOURNAT'{E

n Initial drop Serial No:

tr Succeeding drop

.tr Test Nunbcr dropped

El Production

OFirst class OBulk OThird class OFourth c

List: Mail iitg Nane : Mailing Pkg. Description:

Code Used:

ALL SPACEAD PLACEMENT PubI ication

CitT

:

State

P o si , t i . o n O f A D : Run Dates:

Solicitation for:

a promotional test or product @time fulfillment is mailed. Information contained in the drop sheet is recordedon the Direct Mail Return Sheet.Form No. 210.

AD Description:

Total

Ci r c u l a t i o n :

Cost

Code: Back u p M e d i a U s e d : ALL FULFILLMENT Number dropped:

Prod-uct Nurnber: Pt'bduct Description: o First Class

O Fourth Class

Descript ion :

DFirst Class DBulk oThird Class DFourth Cl:

Nuaber dropped: Code:

Coments:

-10-

form 2i'J

ilITILRETURTS OIRECT

Code Version

Product Promoiion Cost Promotion

Profit Gross

Cost/M-

DAY

{ q

5

This form servesthe same function as Space Ad Returns. Form number 208. The only differencebetweenthe two is that Form number 208 is kePt for all advertisingdone in space (Newspapers. supplements,weeklies,etc.) while this form is used for all direct mail solicitations.

JZ

39 .r6{ta- 1F97

-31-

Form 2li) (con

Accumulatiye Mailed Tolal

# ol 0ays Frarn mailing

--l:

Form lll

D o n c 2 - 2 A - 75

P R O J E C T I O NT A B L E l

FI 11qT

; i)AYS

CL.\SS \'lAiL

RULI( ..

NEWSP..1.PER SUNDAY

STA}1PS

Q''DDY

.?rr\iL

Wlln

co)llcs

ENQUIRER

C\Ii\IT

.0 i .00 3 o 7

.o?

.11

.006 s .uu v 5 .03

s t

.0 5

.06

1,1

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.(t7

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+

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.s5 .s6

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Sf g4

.92 .9? .92

o1

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91

.97 .9 S .99 .9 9

92 94 91

9S

93 .9 5 .9 6 .9 6

.95 .97 .97 ,9S .9 S .9S .9 3 .99 .9t

.9',l .9 S .9 3 .9 9 .9 9 .9 9

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l s0 I90 tJ0 100 tJou

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_93 .95 .96 .97 93 .9S .9 S .99 .99 .99 .99 .995

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j I | I

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I

Form 212

THE PUBLISHINGCORPORATIONoF AMERICA, lNc' PurchascOrdcr/Invoice Contractor IndePcndent

57 0 5

Date

Soc. Sec

Contractc Nn ffi

QuantitY

Price Per M

f)escriotion

D€ t19q9-1aP!

,lo.P.O. Amount

Step

Dept

Invoice Amount

the same Ur.d t" dttp."ie wort to the fulfillment contractor' Serves function as the PurchaseOrder.

lssued Used Foreign Returned

.150.1-t F I :.1

-34-

Form 213

AMERTCANHEALTH FOODS,INC. QUATITYCONTROLDAILY PACKAGINGREPORT lnspcctor

Location lf rnswcrin3 no to rnt qucstions, writc dctritr on reversc sidc of thir form.

NorE:

Date

A. Ecginning of cach day: l. ls plckaging area ncat and clean? . Floor scraped& broomed in area of packing rablcs& :l eC table? b ) P a p c r& r r a s ho n r h e f l o o r ? ....... c) ls trashcontaincrempty? d) Have table tops been scraped& clean cardboard placcd on table? . e) Are bagsin proper numbcr sequence? 2. ls packagingequipmcntclean? . a) Have scalesbeenair blown clean? b) Have scoopsbeenwashed? :l Are weighingboxesclean? _ 9] Have tape dispensersbeen wiped clean? . l. Have scalcsbecnchecked?. . .. . . . a) ls t/z oz. over & undcr dial sct to 4 Ib. 2t/t oz.? b) Is needleset on 0? c) Has accuracybeencheckcdwith a 4 lb. weight? , 4. Are cmployeesneat and clean? . a) Appearance? b) Wcaringsmocks& hats? ..1 Weanng rings with sets? . . d) Wearingwatch? . c) Handswashedbeforeworking with the mix? . . f) Workersin good health? B. During the shift: C h e c k . s c aal ec c . u r a ce yv e r yt / l h o u r w i t h p r e p a c k ebda g . . . . I t . s p o t c h € c kp a c k a g w e eight. tileigh 370sample per hour. Number of bagschecked ll b] Do not acceptunderweight(in red). Number of checkedbagsunderweightnot accept more than t/t oz. overweight(in red). Numbe-rof bagsoverweight - :) .Do l . l s t h e m i x c l e a n & w h o l e s o m e t o t h e e y. .e.?. . . . Arebagsusedinnumbersequence? ! 5 Arebags&cartonsclean?........ l eeda t l y & t i g h t l y ? 9 Arebags&cartonssean C

Ycs

No

otr CD OD OD OD DD OO DO OD D D OD

trD on

IPT lF's l-:'i

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5c ........... D .......... ! .......... D ..........0

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r n c r c h a n.ti sn o t a g o o d m a i l o r d e r p r o d u c t f o r a b e g i n n e r . S e l e cat n i t e m , a r e ao f i n f o r m a t i o no r a s e r v i c et h a t i s n o t , n o r o t . o n . T h i s d o e s n o t m e a n a n e w i n v e n t i o no r a n o v e l t v j u s t s o m e t h i n gt h a t i s n o t l i k e l y t o b e f o u n d a t t h c l o c a l s h o P P i n gc e n t e r . -

G i v i n gu p m a n u f a c t u r ec o n t r o l .A n o t h e r i m p o r t a n t c p n s i d e r a t i o ni s t h e p r o d u c t ' sm a n u f a c t u r e .I t i s a l w a ' , ' s h c t r c rw h e n y o u c o n t r o i t h e m a n u f a c t u r i n g . v oldslittle T h i s p a r t o f m a r k e t i n ga p r o d u c t u s u a l l - h p r o b l e m s . T h e r e l o t o f w i l l w h e ne r r o r s a b e t i m c s b u t lirn. r r r c m a d e . S c h e d u l e sw i l l c h a n g e .S u p p l i e r sm a y c a u s e d cl a y .A n y n u m b e ro f t h i n g sc o u l dc o m eu p t o c h a n g e1 ' o u r p l a n s .W h e n y o u h a v et h e u p p e r h a n d , - ' ' ' o uc a n s t a r t a n d s t o p p r o d u c t l o na s y o u s e e1 l t . A n o u t s i d em a n u f a c t u r e r clnni;t offer this ad'"antage.

O n c f l n a l w o r d . T o f i n d o u t m o r e a b o u t s e l l i n ga c e r t a i n sr a p r t r d u c ta, s k s o m e o n ea l r e a d ye s t a b l i s h e idn t h a t b u s i n e s o . .1 , , : c l ;r-c l a t e do n e . A s k h i m w h a t h i s b i g g e s tp r o b l e m sw e r e * h c n h c g o t s t a r t e d .S o m ep e o p l em a i t b e r e l u c t a n t o g i v ey o u s f t h e i r s u c c e s sB. u t " e x p e r t s "a r e m o r e t h a n h a p p y l l r ss c c r e t o r o t a l k a b o u t a n y t h i n g a n d e v e r y t h i n gw h e n y o u a s k f o r ":rtlvicc". T h e A r t o f S e l l i n sB o o k s b v l v l a i l l l o o k s a r e t h e b i g g e s ts e l l i n gm a i l o r d e r p r o d u c t i n t h e r o u n tr y . A p p r o x i m a t e l y2 0 m i l l i o n b o o k sa r es o l d b y m a i l e a c h r c u r . F r o m a s e l l e r ' sp o i n t o f v i e w , b o o k s h a v e u n i q u e ; r r l v l r n t a g tehsa t m a n y o t h e r p r o d u c t sl a c k . [.ow cost. Buying books is relatively inexpensivefrom a h r r s r n c ssst a n d p o i n t .I f y o u p u b l i s h s o m e t h i n go r i g i n a l , y ' o u t ' o r r kgl e t b y f o r j u s t a f e w c e n t si n p a p e ra n d i n k . Y o u r s t o c k ( r n b c a s s m a l l o r a s l a r g ea s y o u n e e d i t . f l u y i n g a n e x i s t i n g b o o k f r o m a p u b l i s h e rc o s t sa l i t t l e r t t o r cI.l u t q u a n t i t yd i s c o u n t sa r e a h v a v sa v a i l a b l e .E r , e ni f i , , o u h t t l r t f c w m o r e c o p i e st h a n y o u n e e d .b o o k s s t o r ee a s i l _ vi n, d r n c vd o n ' t s p o i lo r b r e a k . I l r o k t r u v e r sr e p € a t T . h e r ei s o n e t h i n g a b t t u tb o o k b u y c r s r h : r ls l r n p l )d' e l i g h t b o o k s e l l c r s .B o o k b u r e r s r e p e a t l Oncea ; t r \ o n s t u r t sb r r r , i n b g o o k sb v m a i l .i t ' sl i k cc a t i n gp o t a t oc h i p s . \ ( ) uc l l n ' t h a v ej u s t o n e . ( ' a n a b s o r bh i g h e ra d v e r t i s i n gc o s t s .B e c a u s o ef t h i s r c p e a t ! . t c l ( )lrt n d b e c a u s eo f t h e i r l o r v i n i t i a l c o s t , b o o k s c a n s t a n da r r r ! ' i l ccro s to f a d v ' e r t i s i n gT.h i s v e r , v is i m p o r t a n t .A d l e r t i s i n g ' ( ) \ l \\ c c m t o i n c r e a s e a c hd a y . S o m eh i g h - p r i c e di t e m s( t o t t r e ' c l l c r )c : l n n o ta b s o r bt h e s e i n c r e a s e sT. h e y i v i n u u p v a n i s h i r . r g i r ,r t t ti l r c n r u i lo r d c r murketplecc 5 p t c i a l m a i l i n g r a t e . P o s t a l r a t e s a l s o t n c r c i l s et o o '.r t : q t t c n t lBy u . t, s e n d i n ga b o o k i s s t i l lt h c b i g g c sbt a r g a i na t t h c ; " r r t r t t l ' i c c .B o o k s h a * v ea s n e c i a l m a i l i n c r a t c t h e t i s n o t : r l c t t t i c dt o a n v o t h e ro r o d u c i . _

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, r . L 'sI a s s u m et h a t 1 , , o a u r c n o t r e a d vt r t p u b l i s i ri r n o f i g i l t i r l " ' r k . \ t t w 1 , ' o uh a r , et o i i n t t o n e . p r e t c i a b l i . r . o L\rr ' u r . irrt b ( ) r ) k

t h a t w i l l s e l li n l a r g ee n o u g hn u m b e r st o m a k ea d e c e npt r o f i to n t h e f i r s t o f f e r i n g .A g a i n . y o u t u r n t o t h e m a i i o r d e r r u l e o f t h u m b - s e l lw h a t i s s e l l i n g l S o m e v e a r sa g o P u b l i s h e r sW e e k l y ,t h e l e a d i n gm a g a z i n e rn the book sellingindustry,coined the term "best seller". N l i n i m u m s a l e s f o r a b e s t s e l l e r a r e 7 5 0 . 0 0 0h a r d c o v e r o r . o m p l e t el i s t i n g sa n d s u b j e c th i g h l i g h t s 2 , 0 0 0 , 0 0 0p a p e r b a c k C o l a l l b e s ts e l l e r sd. a t i n g b a c k t o 1 8 9 5 c, a n b e f o u n d i n 8 0 Y e u r . y oJ'Be.stSellers- 1895-1975by Alicc Pa-vneHackettand James H e n r y B u r k e .T h i s i s t h e m o s tc o m p l e t ea n d a u t h o r i t a t i v eb o o k ) ' o u c a n f i n d o n t h e m o s t s u c c e s s f ut il t l e s p u b l i s h c d .T h c tbllowing list, reprinted from E0 Year.soJ'Be.stSe1/ers.is a combinationof hardcove r a n d p a p e r b a c kt i t l e s p r e s e n t e di n o r d e r o t ' s a l e st h r t t u g h r e t a i l c h a n n e l s .

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Spock,1946 Benjamin Pocket Book of Baby and Child Care I 9 1 0 Book, Better Hornes and GarclensCr,tok ,\'ew ll'orld Dictir.tnar,vof Ihe tltnericun Language LYeb.tter'.s N o r r i s a n d I { o s s! l c W h i r t e r . 1 9 6 2 The Guines.sI\tok of- ll'ttrld Recrtrds I950 k Bet t ) Crtt r' kt'r'.sCortk h rtr., V lario Puzo. 1969 F The Godlather W i l l i a m B i a t t r ' .1 9 7I F Tlte E,rorLi.tt lJlrpcr Lce. 1960 f-' 71t Kill a ,ltotkinghird Hammond. l9l7 Potket Atlu.s G r a c e \ { e t a l i o u s .1 9 5 6 F Pel tort l'luce c o m p . b ! C a r l o sC a s t i l l oa n d O t t o F . I l o n d . l 9 ' 1 l J t t tttt r.t i t i g I D t Eng I i.sh- Sp u tr i.sh, Sp u n i sh- E n i sh E r i c h S e g a l .1 9 7 0 Love St,trr - l a c q u c l i n cS u s a n n ,1 9 6 6 L/ulley tt/ tht' Dttll.s P e t c r B e n c h l e l ' I. 9 7 " 1 F Jav's R i o h a r dt l a c h . 1 9 7 0 S e u g u l l F Jonu!ltutr Lit'irtgstrtn Irma S. Romhaucrand llarion RombauerBccker.l9ll Thc ./rt.r' ol Cttttkin,q -f " J".1969 l t t' .Sett.st rt t tt.s ll'r t rttutt !1:r rgaret VIitchell, I 9-l6 F Gr;ttt, with the Ll'itttt f--

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Enclosed is th:. ngyjr!, mgst powerful horoscope developedto date - The Life-Luck HoroscopeForecast. This horoscope is the follow-up to the Life_Luck Ho.os.ooe. ii contains much more detail with regard to forecasting i. given in daily torm. ""11, S i n c ey o u h a v e . n o ta, s y e t ,r e q u e s t e tdh i s h o r o s c o p eI, h a v e p e r s o n a l r yp a i d f o r i t a n d h a v em a i l e di t t o y o u . I h a v ed o n et h i s f o r a v e r y s p e c i a lr e a s o n . I . d ] dn o t w a n t y o u l l o m i s st h i s o p p o r t u n i t y .A s y o u c a n see. . I c o u l d n o t d e s c r i b eT h e L i f ' e - L u i k H o . o s . o p e F o r e c a s t in w o r d s . I ' m s u r ey o u a g r e ei t i s a v e r y i m p r e s s i v ep r o a u . i tf,ui Cary Franks has preparedfor you. W. have taken vour c o m p u t e rp n n t - o u t a n d r e d u c e di t d o w n t o v e s tp o c k e t or desk t o p s i z e .T h i s i s a v e r y e x p e n s i l ep r o c e d u r eb u t i i w a s n...rro.nl becauseit allows the user the most accessto f,i, fo."*J;; ; d e s k ,i n a p o c k e to r i n a p u r s e .I h a v ee n c l o s e do u r n e w s release o n t h e n e w L i f e - L u c k H o r o s c o p eF o r e c a s t o g i v e y o u thefull details. T h e s e c o n dr e a s o n I h a l e t a k e n a c h a n c eb y p a y i n g for your Life-Luck Horoscope Forecast is that '1ou. 6asi. h o r o s c o p es h o w s t h a t y o u a r e a v e r y h o n e s tp e r s o n . I have already paid for it for you justtake it as a free gift. However, to make you a memberof this exclusiveprogram,lhe cost to set'up your base natal calculationsand providl a resident ptace fo'r y o u . 9 l t h ec o m p u t e rf i l e i s $ 9 . 9 5 O . n y o u r b e h a l f ,y o r . p u u r n . n i q u a l i f i e sy o u r c r e d i t a n d a u t o m a t i c i l l y e n r o l t sj . o u i n t - h eB i _ Annual Life-Luck HoroscopeForecastprogram. This program insuresyou that your horoscopeforecait *itt U. unlnt...rit.J. T w i c e a y e a r y o u w i l l a u t o m a i i c a l l yr e c e i v ey o u r n e w6 _ m o n t h forecaston credit. C)f course,youmay .un.6l this program ai any tlme you wish. Y o u r b a s i ch o r o s c o p es h o w st h a t y o u r f u t u r ec o u l d g r e a t l y be enhanced b1, the entrance of a sieady supreme gurdance source s.uchas a daily forecastinto your life. itre ke/to good l u c k i s r i m i n ga n d s e l e c t i o nT. h i s , o u . . . c o u l d c h a n g . y o u i tlf. b y e n a b l i n gy o u t o a v o i d b a d l u c k a n d a l l o w y o u t o g a r n good foi tune.by tellir,g)'ou exrr.ly ,,,i._-i^ e ir,-jwhere to act. Or,l, th; new Life-Luck Horoscope Forecastcan supply this daiiy g u i d a n c es o u r c ew h i c h h a s b e e nu n a v a i l a b l e untrl now. I believethat nothing happensin life by coincidence.I feel that my sendingyou this n.* ho.os"opeis igood orn.n fo. yo, of an exciting future ahead. w i l l b e r v r i t i n gr o y o u i n t h e f u t u r et o s e eh o w t h i n g s have .l worked out. Pjust looked over your basicchart from .S".I have which your Lit'e-Luck Horoscope Foreiast is prepared. I want to strongly recommend that you follorv your next 6_month forecast(not this one but the one to followl)very closely.There a r e s o m ev e r y c r i t i c a ld a y , sc o m i n g u p i n w h i c h y o u s h o u l dn o t e n t e r i n t o a g r e e m e n t s .T h c r e i r e - a l s o s o m e rare, lucky o p p o r t u n i t i e sc o m i n g u p t h a t c o u l d c s c a p ey o u u n l e s sy o u o r . a w a r eo f t h e m .

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Vi R\l()\ I 'rol-K Mt:l)l(.lNlr ricserrbuil in Dr Jrrvis's book lLrr -l months. l;.'w \trcrrcrns l c r r r . l . r p c r [ 1 r r r ] t s\ l r o ! v t l l J l b , r a l c r r Jw l l l l l o l l r v c I n h o n a v rv.r.,le'rsn..l i,) irrll' ln.rn live llrs l l f , v c! n y l . l c r w h J I i t i s l r k c l o t i e l r u l v h c l i t l l y r s n J t u r c i n _ Ilr)rrr! l\ J rnrlJ. nrturJl :cilulrvc rvhtch rJ.Jlrnrng to lllc l', tr,"rtu, rl.,., I tcn(lcd l,iif wrs iltc.rnt I. i)!' v.r)' pl..rs.lnt. VIli\lON i , o r l y I l o r r c r r s u r n r l L l ,n . r l u r r l l r \ . t t r v e . 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easilylivesto be 20. A cow maturesat2t,/2yearsand easilylives D i < iY o u k n o w t h a t : , yott were designed b1,noture to live an averageage oJ'105? to I 2. A dog maturesat I t/2yearsand easilylivesto be over 8 ' . high protein - low carboh,,-dratediet is unnaturalfor 1'ou many live much longer. lvlan is an animal. BUT THE und dangerous to lour heolth? A V E R A G E M A N I N T H E U . S .W H O M A T U R E S A T 2 I ' Qt,erweight is caused by bad nutrition which also causes W I L L D I E A T A G E 6 2 .T H A T ' S 4 3 Y E A R S B E F O R E H I S other common vi.sibledisorclerssuc'h as loss of hair, acne, T I l v l E l W i t h t h e e x c e p t i o no f a n o t o r i o u s r e t i r e m e n ts t a t e , drthritis, nervous tension, insomnia, etc.? w h i c h c a n ' t b e c o u n t e d , V e r m o n t l e a d s a l l o t h e r s t a t e si n ' Senility and loss oJ'productivity in old age can be avoided p e r c e n t a g eo f p o p u l a t i o no v e r 6 5 . N o t l o n g a g o i t h a d 4 0 , 0 0 0 und in fact is not in nature's plan? p e r s o n so v e rt h a t a g e ,a n d e a c hy e a rn e a r l y2 , 5 0 0r e a c hi t ! S h o r t , The averageAmerit'an diet createsa perfect blood chemistry l i v e s ,s e n i l i t v ,e x c e s s i v e d i s e a s ea, n d s o o n a r e n o t i n n a t u r e ' s p l a n . W h a t ' s t h e c u l p r i t ?T h e f r e e w i l l o f m a n l A l t h o u g h f r e e Jbr the gror't'th of harmful bacteria that leads to both minor and serious diseases? w i i l i s i n d e e da w o n d e r f u l t h i n g , i t d o e s h a v e s o m e b a d s i d e ' You can get high without the use oJ'drugs if you have the e f f e c t s .U n l i k e t h e a n i m a l s ,w e s t r a ) /a w a y f r o m o u r c h i l d h o o d proper nourishment that nature intended? instincts. ' Ev'er)'thingvou need Io lead a longer, healthier hfe is right at The first thing discovered by \,'ERMONT FOLK )'our local grocery slore? M E D I C I N E i s t h a t e a c hs p e c i e iss d e s i g n e dt o h a v ea d i f f e r e n t Thesearejust a few of the conclusionsreachedby Vermont d i e t . N a t u r e ' sp l a n f o r m a n ' s d i e t r e q u i r e sa h i g h i n t a k e o f doctor. D.C. Jarvis, M.D. after his life-longstudy of the c a r b o h y d r a t e sr e p r e s e n t e b d y f r u i t s ,b e r r i e se, d i b l el e a v e sa, n d u n b e l i e v a b l ye f f e c t i v eh e a l t h p r a c t i c ek n o w n a s V E R M O N T h o n e y ,a n d a l o w i n t a k e o f p r o t e i n r e p r e s e n t e bd y e g g s ,m e a t , FOLK MEDICINE. VERMONT FOLK MEDICINE is a m i l k , c h e e s ee, t c . M a n w a s a l s o d e s i g n e dt o e a t f o o d s d e r i v e d p r a c t i c et h e d o c t o r r e v e a l sc a n h e l p y o u a c h i e v eg o o d h e a l t h , f r o m c o r n a n d r y e a n d n o t f r o m w h e a t , w h i c h p r o d u c e sa n y ' o u rl i f e s p a n ,a v o i d s e n i l i t y ,b e c o m em o r e a t t r a c t i v e increase a l k a l i n eb l o o d c o n d i r i o n . l n d m o r e p r o d u c t i v e .F o r 2 0 0y e a r s ,b e f o r ep u b l i c a t i o n sb y D r . N a t u r ed e s i g n e dn e a r l ya l l a n i m a l st o h a v ea n a t u r a lb l o o d J a r v i s .t h i s p r a c t i c eh a sb e e nk n o w n o n l y t o n a t i v eV e r m o n t e r s . condition cln the acid side. Blood which leanstoward the V E R M O N T F O I - K M E D I C I N E w a s d e v e l o p e db y a l k a l i n e s i d e i s a h e a l t h h a z a r d .N t e d i c a ls c h o o ls t u d i e ss h o w c o u n t l e s sg e n e r a t i o n so f V e r m o n t e r s . D r . J a r v i s M . D . , a t h a t h a r m f u l b a c t e r i ab r e e d sb e s ti n a n a l k a l i n ee n v i r o n m e n t . rcspecteddoctor of modern medicine himself, states that A l s o a l k a l i n eb l o o d i s t h i c k e r t h a n a c i d i cb l o o d .- I ' h i sm a k e si t VERMONT FOLK MEDICINE is superior to modern m o r e d i f f i c u l t f o r t h e b l o o d t o n o u r i s hc e l l s .a n d i n c r e a s ct h e n r c d i c i n el ' o r t h c i o l l o w i n g r e a s o n s : p r o b a b i l i t yo f h e a r t a t t a c k s . * V'ERtltONT FOLK n-lEDICII,IE v.,as det'eloped from S o , e l e r y d a y A m e r i c a n sa r c k i l l i n g t h e m s e l v ersv i t h h i g h plan - noI man's.It wastlevelopetlht'natching the nutttre'.s p r o t e i n - ' l o w c a r b o h _ v d r a tdei e t sw h i c h c o n t a i n m a n l ' r v h e a t unintals who relt' on their instincts prov,itled bt' nature. This p r o d u c t s I. n t u r n , t h e d i e t sa r e l ) h a r do n t h e s v s t m e ,2) do not is the sume w,ay the super-effective deJbnsearts of' Judo, p r o v i d e t h e c o r r e c te l e m e n t sf o r n u t r i t i o n .3 ) P r o d u c tt h e b a d Karute ancl Kung Fu were det'elopetl. Hoyt, cen an)'one a l k a l i n e c o n d i t i o n i n t h e b l o o d . I V l a n yo f t h e s ed i e t s a r e t h e expect to develop a better s),stemthan the designer oJ'it all r e s u l t o f w e i g h t w a t c h i n g . L i t t l e d o t h e s ep e o p l e k n o w t h a t - Mother Nature? o v e r w e i g h ti s c a u s e db y l ) b a d n u r r i t i o n o f t h e g l a n d s ,2 ) a " VERilIOI'IT FOLK LTEDICINE works. lt yt'asdeveloped blood condition which is not acidic and l) a wrong bv lrial and error over a 200 vearperiod. This also means it c a r b o h y d r a t ec o n s u m p t i o nT. h e c o r r e c tc a r b o h y d r a t c bs u r n u p has passed the acid test oJ' time. r n s t a n t l ya n d d o n o t t u r n i n t o e x c e s st h t . * Although it contains some of the best cures known to ntan, T h e f o l l o w i n g a r e s y m p t o m so f b a d n u t r i t i o n a n c la d i e t n,hich cannot befound in medical books, the main design of t h a t i s c o n t r a r y t o n a t u r e ' sp l a n : l o w e n e r g y ,d e p r e s s i o n , ,'ERMONT FOLK I'IEDICIN"E is to prevent disease insomnia, itchy skin, chronic headache, sensitivity ro heJ'ore it starts. Modern Medicine is tlirected, mainly at t e m p e r a t u r es, i n u st r o u b l e ,l i n g e r i n gc o l d s ,d i z z ys p e l l sg, a sa n d curing disease- diseasesyou should never hav,ein theJirst i n d i g e s t i o n ,p o o r b l o o d c i r s u l a t i o n . f a l l i n g h a i r , d a n d r u f f , place. b l e m i s h e sl,a c k o f s k i n c o l o r , a n d o v e r w e i g h t . Here is the story of VERMONT FOLK MEDICINE as T w o i m p o r t a n tl b o d s i n V E R M O N T F O L K t v ! E D I C I N E relatedby Dr. Jarvis. are honey and apple cider vinegar. They are a major V E R M O N T F O L K M E D I C I N E i s b a s e do n t h e p r e m i s e c o n t r i b u t i o n t o w a r d p r o v i d i n g t h e c o r r e c tc a r b o h y < 1 r a t et h s ,e that man does not have to undergo physical impairment and c o r r e c tn u t r i t i o n a n d a n a c i d i c b l o o d c o n d i r r o n . w e a k e n i n gw i t h a g e . I n V e r m o n t y o u c a n s e ep e o p l ei n t h e i r W h y h o n e y l N a t u r e i n t e n d e dt h a t r v e h a v e a t r i c k l e o f etghtiesputting in a full day''swork in the fieltls with sound s u g a r p a s s i n gt h r o u g h t h e i n t e s t i n a w l a l l sa t a l l t i m e sa n d o n e m r n d sa n d b o d i e s . t e a s p o o n f uol f s u g a ri n o u r b l o o d s t r e a ma t a l l t i m e s .T h e l a t t e r V E R I V I O N T F O L K I v I E D I C I N E w a s d e s i g n e dt o h e l p i s u l t r a c r i t i c a l .I n h o n e y ,t h e s u g a rh a sa l r e l d y b e e nd i g e s t e di n man iive his full averagelife which by nature'splan should be the bee's stomach. Therefore, honey contains nvo natural I 0 5 y e a r s .Y e si t ' s t r u e . I t i s a c o m m o n f r c t t h a t a n a n i m a l l i v e s s u g a r sd e x t r o s ea n d l e v u l o s e w , hich go into the blood stream to be 5 times his maturity age. A horse maturcs ilt .1yearsand i m m e d i a t e l y .H o n e y i s f r c e f r o m b a c t e r i a .E - r p e r i m c - n st sh o w _105_

t h a t b a c t e r i aw i i l n o t l i v e i n h o n e y . H o n e y i s a m i l d , n a t u r a l s e d a t i v ew h i c h i s c a l m i n gt o t h e b o d y . H o n e y i s a m i l d , n a t u r a l l a x a t i v e .H o n e y i s n o n - i r r i t a t i n gt o t h e d i g e s t i v et r a c t ' H o n e y i s , o f a l l s u g a r s ,h a n d l e db e s tb y t h e k i d n e y s 'H o n e y i s r i c h i n v i t a l m i n e r a l sf r o m t h e f l o w e r s .B y a n i n f a l l i b l ei n s t i n c t ,t h e b e e h a s a w a y o f k n o w i n g w h i c h f l o w e r sa r e h i g h i n q u a l i t y a n d which are not. Thereforehoney is a perfectfood derivedfrom o n l y t h e h e a l t h i e spt l a n t s .I n V e r m o n tt h e r ei s a s a y i n g ", W e ' v e g o t t o t r u s t s o m e o n e- w h y n o t l e t i t b e t h e b e e ? " Why' apple and vinegar'lApple cidervinegarcarrieswith it a l l t h e v i t a l l i f e e l e m e n t so f t h e a p p l e . A p p l e c i d e r v i n e g a r maintains the proper acid level of the blood' Appie cider v i n e g a r c a n m a i n t a i n y o u r p r o p e r w e i g h t . D r ' J a r v i s ' sb o o k describea s m e t h o d u s i n ga p p l ec i d e rv i n e g a rw h e r et h e p e r s o n e a t sn o r m a l l y b u t w i l l g r a d u a l l yl o s ew e i g h tu n t i l t h e b o d y f i n d s i t s p r o p e rw e i g h tl e v e l .W i t h t h i s m e t h o dw o m e n w i l l g r a d u a l l y s e et h e i r d r e s ss i z eg o f r o m 2 0 ,t o 1 8 ' t o l 6 ' a n d g r a d u a l l ys t o pa t t h e i r n a t u r a lb o d y s i z e .M e n w i l l s e ea 4 0 i n c h w a i s t l i n ed r o p t o 3 8 , t h e n 3 6 , a n c if i n a l l y t o t h e p r o p e rs i z ea s t h e b o d y p r o p e r l v burns off excessfat becauseit is in the proper chemicalstate

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How t:ou ('an rehuild your body aJ'terage 50 and be alert, active an(l procluctive in your eightie'sand beyond' * I'low to lose weight anclmaintain )"our proper weight levs x'ith a special methotl using apple cider vine.qar' A t t h i s p o i n t I w o u l d l i k e t o i n s e r t h e o p i n i o no f t h e w r i t e r T o d a y t h e r ea r e m a n y e x a g g e r a t ecdl a i m sa n d f a l s e h o o d sT' h i : r e p o r t e r h a s s p e n t s i x m o n t h s r e s e a r c h i n gt h e v a l i d i t y o V E R M O N T F O L K M E D I C I N E - b e f o r em v c o m p a n yw o u l l , n c o l o r e df a c t so n t h , p u b l i s ht h i s a r t i c l e .H e r ea r et h e s t r a i g h t u FOLK iv{EDICINE from direc validity of vERMO\T

t h a t n a t u r ei n t e n d e d . I t i s n o t e n o u g h ,h o w e v e r t, o o n l y k n o w t h e i n g r e d i e n t so f g o o d h e a l t h .y o u m u s t k n o w h o w a n d i n r v h a tc o m b i n a t l o nt o u s e h o n e y , v i n e g a ra n d o t h e r v i t a l p r o d u c t so f n a t u r e ' D r ' Jarvis has published the resultsof his lifelong study of VERMONT FOLK MEDICINE in his book titled FOLK ,VIEDICIIttE In everyday language he tells .vou how to use VERMONT FOLK MEDICINE. Here are some of the h i g h l i g h t so f t h i s b o o k : * Hox, VERiltONT FOLK t'tEDICIiVE can ltclp v'rtulive u longer, Jilller, healthier lilb. + Hotv Io use honey antl apple citler vint'gar to' l) quitt reneu'etlhealth antl energy,2) as part of'prenutul care lo prodrtce a strong healthr-bubv, 3) proclLtcesrtund sleep'1) rtf 5) redut'ethe L'lturtce trt tliseose, retluceIoLr sLtsL'eptibilitv heurt attatks, 6) prtttluce a relorctl t'otnJ'ortablestdte o'l betng. l) Hott' to L$e honel' untl appie (:rL[ervittcgur ttt lrt'ttl' 1) ntrtrning sit'kiles^r,2) sinus, J) nigraine heudutht's' di: : i ne ss,5) ar t h r i t is,6) b e cl+vet t ing, 7) t'ttug hs' 3) hu -r'I et'er' 9) t'olit in babie's. * [!ot| trt useupple t'itlervinegot',c(lsloroil, utttl t'rtrttttiLto l) prodttt'ebeotttiJulhealtlt-vskinantl l'ring r"l"r l'u' k' : ) (ltdr up b lem ishes, 3) get r i clol' clantl rt!/'l',J ) g r ow I teuI t I r.rI ru i r un'l 5) treur hive's,6)trt'ut /terttorrlroids'7)tt't rid tt-f t.v'ela.vhes, ntoles' 8) reliet'e luntenes's'9) trt'ut str'ti't"rrivy' !()) trc'tt l)) trt'ut t'crt'rt t t'i'trs' ! I )elintinate /1/.glrI.\Ilt1.r/.t, .;hin,glt's, "rt' i l 3 ) q e t r i d o l r i n g w o r n t . I 1 ) t r e u t t t t p e t i . g t tl'5 ) g e tr i l t t l '

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o b s e r v a t i , rbnv t h e w r i t e r . F i r s t . V E R M O N T F O L K I v I E D I C I N Ea n d D r ' J a n ' i s ' s t u d i e sw h i c h p r o d u c e t h e f i n d i n g s p r i n t e d h e r e d o e x i s t A n y o n e c a n p r o v e t h i s t o t h e m s e l v e sb y s i m p L yd r i r i n g t ' Vermont and talking to the natives about Dr' Jarvis e s p e c i a l l yi n B a r r e ,V e r m o n t ,t h e p l a c eo f h i s m e d i c a lp r a c t i c e S e c o n d ,D r . J a r v i s ' sp r a c t i c e sa r e n o w b e i n gc o p i e d 'E v e r y o n h a s s e e n t h e f - a m o u sv i n e g a r , 8 - 6 ' k e l p d i e t s p o n s o r e db y I N E W Y O R K T I l v { E S r e p o r t e r .A l s o . a l a r g es o a pc o m p a n l i n o w a d v e r t i s i n go n n a t i o n a l T . V . a n e w s h a m p o o ' E A R T I B O R N , w h i c h h a s a P . H . o n t h e a c i d s i d ei n s t e a do f a i k a l i n t T h i r d . I i n t e r v i e w e dm e d i c a ld o c t o r so n V E R N { O N T F O i - l M E D I C I N E . N o d o c t o r w i l l s a n c t i o na n y t h i n g o u t o f t h m e d i c a lt l e l d . B u t , w h e n I c o r n e r e dt h e m , m a n y c o n f e s s etd t h e l a c t t h a t p a t i e n t su s i n g V E R M O N T F O L K M E D I C I ) i h a v e r e p o r t e d :" Y e s i t h e l p sm y a r t h r i t i s " ' " Y e s i t h e l p e dm h i g h b l o o d p r e s s u r e "",Y e s i t h el p e d m y w e i g h tp r o b l e m " ' e t t A s a r e p o r t e r I r a r e l y g e t e x c i t e da b o u t a p r t l j e c t 'B u t , b e f o r r v r i t i n gt h i s a r t i c l e ,I u s e dt h e d i e t sa n d m e t h o d sd e s c r i b e di D r . J a r v i s ' sb o o k f o r 3 m o n t h s -F e w A m e r i c a n sh a v ea n y i d e w h a t i t i s l i k e t o b e t r u l y h c e l t h Y ' l sn a t u r ei n t e n d e d 'L i f e w a m e a n t t o b e v e r y p l e a s a n t .V E R V I O N T F O L ' K M E D I C I N has had the follorvingeffcct on me: I tbelvery calm and at peat w i t h t h e w o r l d . I h a v ea n a b u n d a n c eo f e n e r g la' ' n d e n d u r a n c e l o o k b e t t er a n d h e a l t h i c r .B u t , m o s t ( ) f a l l . I j u s t f e e lg o o d I o v c r a n dt e e l i k eI ' m w a l k i n g o n a i rI .f p e o p l e * o u l d o n lkl n o r v h a ti t ' s l i k c t o f e e la s n a t u r ei n t c ' n d e dt'h e . uw- ' t l L r l nd c Y c 'trl t l d r u g s . N a t u r e ' sp l a n a l l o r v sy o u t o g e t h i g h r v i t h t l u td r u g s ' F t t r t h o s c i n t e r e s t e di n o b t a i n i n ga c o p ) ' o f D r ' - fa n t s I book. ,trOlK tIIEDICI,YE plus I special4,50tJword rc'port l n b o o k g i v e n : T h e i s i n f o r r n a t i o n D r . J a r v i s ,t h e t b l l o r v i n g The Publishir rcport arc being distributed b1' PCi\ p l t p c rr i r i t c t i p i e c e o f C o r p o r a t i o n o f A m e r i c a .O n a b l a n k b y nords. "FOI-K lvlEDlCINE"' t'olltlrvcd f our nlllnc lll a d t l r c s s .N l a i l t h i s a l o n g r v i t h 5 6 . 9 5 . p l u s 5 0 c p o s t a g er t c h a n d i i n g i,n c a s h c, h c c ko r m o n e )o r d er t o P C " ' \ ' ; D c p t ' , 1 6 2 6C l e v e l a n dA v e . N . \ \ ' . ; C a r r t o n 'O h i o ' 1 + ; 0 9 T h i s p r i t c o v e r st h e b o o k . t h e s p c c i l t rl e p o r t .a n d p o s t e g cl n d i r l n d l i r l i V l a k ec h c c k sp l y t b l e t o P C , ' \ . S h o i i l d t o u s p e l l da c o t t p l ci n i t . l u t c l:iin d ; t t ' c l vd t - ' l l e i sI a c q u i r e t h i s I a l u a b i c h e l t l t h k n t l i v l e c l g eS' )t u d i e ss i r o u "t l i r p c o p i c r . i l l t h i r t k I l ( ) t h i i l g l t b o t r t s p c n d i r l sl t l t t l t l l c t i s' 1 t h o u s l t n d st t t d o l l l r r s( ) n h r ) m c sl t n d C l t r s .b L r tl l r c r c l t t c t o l l i " \ \ ' h r g o c s : p r o \ c l ' b . ' \ s s p c n di . If e \ \ 'c c r t t -o\ n t h c n l s e l ! c s . t h c t ' o L tl t a re - r ' o t ril' r c a l t l\t' o t l h a \ c c \ c r ) ' t h i l l g l o t c r t t t t l l t c l t l l l n r . i n o t h i r t uc l s cr c l t l l vm i t t t c r s . "

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