"Helping Your Business Fly"
Third Issue

IN THIS ISSUE:

1) ======= Flight Lines =======
[Observations on business and life]

The person who says it cannot be done should not interrupt the person doing it. -- Chinese Proverb

There is no substitute for hard work -- Thomas Edison

2) ======= Wing Tips =======
[A variety of business helps and tips]

*** Linux

For a comprehensive tutorial (mini How-To) on how to use Loadlin with Windows 95/98/ME to boot to Linux.

*** Windows 98/NT/2000
Here's how to export your "Favorites" to an HTML file for browsing from your desktop. Open Internet Explorer, choose Import and Export from the File menu. Click "Next", followed by "Export Favorites".

The Favorites folder should be highlighted. Click next, and then click the "Export to a File or Address" radio button, and browse to your My Documents directory, or any directory where you would like to store the file.

Give the file a name, like bookmarks.htm or favorites.htm and follow the prompts to save the file.

Next, right-click on a blank area of your "Desktop" or screen area, and select New/Shortcut from the pop-up menu. Now, browse to the directory where you saved the file. Make sure to select "All Files" from the pull down menu, in the browse window, and select the file. Follow the prompts, and give the shortcut the name that you want. Voila, you now have a quick link to all of your favorites from your Desktop.

3) ======= Feature Article =======

Killer Copy: Words That Are Like Magnets to Money David Garfinkel

I'll never forget what my accountant said five years ago when he saw the ad I wrote for my services: "How many scotches did you drink before you wrote this?"

He was kidding about the scotch. But he just couldn't believe anyone in their right mind would write such a bold and outrageous ad for their own writing, consulting and speaking services, as I had.

Well, I spent $300 on that ad -- $200 to run it in a local trade association directory, and $100 to have it reprinted as a flyer.

The following year, that $300 ad turned into $12,341 in new business for me. And $12,341 was just a tiny fraction of my total business that year.

Why did I make so much money myself while there were so many thousands of "starving writers" in the world? The answer may surprise you. You see, it's not because I'm a better writer. It's not my schooling. Not my resume. Not any talent I was born with.

It's all because I learned how to write "killer copy."

How do you write killer copy?

You start your killer copy with an emotion-packed opening statement that will get the attention of your reader. This opening statement may be:

* a headline
* an opening sentence
* a subject line on an email
* the header on a Web page

... or for that matter, the opening words in a telemarketing script, radio commercial, or TV spot. What's important is that you understand - your first words count for everything - because you must captivate peoples' imagination with those words in order to keep their attention.

Here are examples of opening statements from actual successful marketing pieces:

a) "Take the luxury vacation of your dreams at a reduced cost because of this special offer" (from a travel agency's letter to business owners.)

b) "How to stop overwhelm before it stops you" (from a personal coach's ad aimed at stressed-out overachievers)

c) "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse" (from an investigator's sales letter to divorce lawyers.)

Then, after your emotion-packed opening statement, you just a) Make a promise
b) Back it up with convincing proof and
c) Ask for action

Let's look at how you do each of those three techniques.

1. Make a promise. The letter about luxury vacations starts with these words:

"Imagine taking your winter vacation knowing you aren't spending a penny more than you have to - secure that you have a team of travel experts making sure every little detail of your vacation goes smoothly. "Here's how you can have that vacation right now: Take advantage of an unusual promotion our company is doing. Let me explain."

Pretty exciting, right? Even if you don't think so, the people who got the letter did - because the letter produced an amazing $5 million in sales for the travel agency.

2. Back it up with convincing proof. The personal coach's ad for stressed-out overachievers, the one that begins "How to stop overwhelm before it stops you," contains this proof:

* 3 case studies,
* 3 testimonials,
* detailed credentials of the coach
* and a money-back guarantee.

Despite its stunningly bold claims, the ad comes across as very believable and has generated a record-breaking parade of new clients.

3. Ask for action. The investigator's sales letter to divorce lawyers, beginning "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse," ends this way:

"I would like to meet with you at no charge to show you how I can be of service to you and your clients in future family law cases.

"Please call me at your convenience so we can set up a meeting to discuss further how I can assist your clients recover their fair share of assets. Call me directly at xxx - xxx-xxxx."

Killer copy always asks for action in the most powerful way possible. Notice how the above words spell out exactly what to do, and even make a big promise - that the lawyer reading the letter will recover more money in court for their clients (and, therefore, get more money themselves).

As you can see, a few words of killer copy can lead to massive amounts of money. In fact, many people say writing killer copy is the single most valuable money-making skill in the world.

And recently, writing copy was named as one of the top 10 emerging professions for the new century.

It doesn't surprise me. In the age of the Internet, the old style of advertising copy -- saying something clever, and hoping people remember - just doesn't cut it anymore.

Besides, these days, with business-to-business advertising growing so fast, the traditional advertising industry is feeling a lot of pressure for ads that really produce results. Why? Because, old-style advertising that entertains, but does not sell, is not cost-effective enough for many companies in today's hyper-competitive market.

Recently I heard from my former accountant. (A few years ago, he left accounting to start a new business.)

He asked me if I wouldn't mind sharing some ideas on how he could write killer copy for his own business.

I said sure. And now he's on his way to doing the same thing that I do, for himself.

Funny thing about the conversation we had the other day. Unlike the conversation we had back in 1995, he didn't kid me about drinking scotch, or anything else. Maybe he finally realized that when it comes to increasing your income, killer copy is serious business.

4) ======= Alter Eagle =======
[Products and services that we recommend]

Visit: Marketing Explosion

5) ======= Eagle's Talon =======
[Tools to help you "get a grip" on things]

With millions of users, the award-winning ZoneAlarm
is the most trusted Internet security, avaliable as
a FREE download.

Automatically block dangerous threats
- known and unknown.

FREE for personal and non-profit use.

Download the FREE copy of ZoneAlarm:
Download FREE Version

For business users, we suggest that you check out
the ZoneAlarm Pro version for serious protection
and monitoring of your network

Available from the ZoneAlarm Website:
ZoneAlarm Professional

(This is the best tool of this type that we have ever found. We use and recommend the "Plus" version)

6) ======= From The Bench =======
[Real-life accounts of hardware, software and more]

"Power to Spare"
by Ralph Moore

A few years ago, we built a computer system for a local customer who wanted to use it for desktop publishing and to "surf" the Internet. As always, we encouraged the fellow to include a surge protector, or UPS (uninterruptible power supply) with his system purchase, in order to protect his investment.

He declined to do so.

A few weeks later, and the night after a major storm passed through the area, we got a call. It seems that the nearly new p.c. had suddenly begun acting erratically. The computer would no longer connect to the Internet, and would shut down intermittently, for no apparent reason.

That afternoon, I drove out to the customer's home office, and duplicated the errors, and a couple more that had escaped his attention. I pointed out the likelihood that this may have been caused by the recent storm.

He said, "I know, I know...I should have bought a surge protector. I had been meaning to do that, but never got around to it. Do those things really work?" I bit my tongue to keep from saying... 'Only when you use them...'

We ended up replacing the motherboard and the modem. Well over $200 worth of repairs, for not buying the $15 worth of insurance that would, most likely, have prevented the loss.

Needless to say, at the customer's insistence, we included a new surge protector in his repair bill.

As is often the case in our small businesses, we tend to try to cut corners on equipment in order to keep our operating costs down. Sometimes it pays to spend a few dollars more to get the "complete package".

What we tend to overlook, is the complete cost of downtime, as a result of equipment failure. Not only is there the cost of hardware (and sometimes software) repairs, but when you factor in the expense of lost production, and in some cases lost business, the total "repair bill" can be overwhelming!

It pays to 'go the extra mile' and buy the best equipment to support the efforts of your business.

About the Author
Ralph Moore is the owner of Eagle Computers, an online marketplace helping businesses grow with technology. Visit: Eagle Computers He is also the editor of the "Eagle Flyer Newsletter". Subscribe free at: Eagle Flyer

7) ======= Eye of the Eagle =======
[Ideas to help you think creatively]

What can pass in front of the sun and not make a shadow?

(Answer in the next issue of the Flyer)

***
Answer to Last Month's Puzzler...

{What is the next letter in this sequence?
O T T F F S S}

"E" of course!..."One, Two, Three"...

Do you have questions that you would like to have
answered in a future issue? Would you like to offer
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=======***=======
Copyright © 2000-2003 Eagle Computers. All rights reserved.
No part of this publication may be reproduced in whole, or
in part, without the express written consent of the
publisher.

Registered with the Library of Congress. ISSN: 1535-8429
=======***=======