"Helping Your Business Fly"
Issue 4

IN THIS ISSUE:

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

He that would have the fruit must climb the tree. -- Thomas Fuller, M.D.

I'm a great believer in luck, and I find the harder I work the more I have of it.
-- Thomas Jefferson

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

*** Business

"From Signatures To Sales" E-mail: Use a "Signature" to add vital contact information to all outgoing email. A signature consists of a few lines of text, which are added to the end of each outgoing message.

You can use different signatures, for various purposes, when sending messages. In some cases, as when entering messages in newsgroups, this is VERY important, as we'll explain later.

Here is an example of a signature used for sending a reply to a customer, or someone requesting information:

-----------------------
Rocket Scientist For Hire - We Can Send You To The Moon,
Plan the Exact Trajectory, Read the Stars, Tell You Your
Astrological Future, Well...You Get the Picture!
-----------------------
Marvin Galaxy, Rocket Scientist
To The Moon, Inc.
123 Milky Way Drive
Hollywood, CA 12345
-----------------------
Toll-free: 800.123.4567
Voice: 234.567.1234
Fax: 234.567.1235
Web: http://www.tothemooninc.com
Contact Email: mailto:mgalaxy@tothemooninc.com
Sales Email: mailto:sales@tothemooninc.com
Support Email: mailto:support@tothemooninc.com

Although this is an extreme example, the idea is to include enough information in your signature, that the recipient will be able to EASILY contact you by a variety of methods.

This is also a great way to keep everyone updated on changes, such as whenever you move, or change a phone number or address, since it is doubtful that your email address would also change at the same time.

You should send an email to all of your business contacts, telling them... "We have moved! Please update your records to include the new address and telephone numbers listed below." (And then be sure to use the NEW signature to effect the change.) Also, be sure to update your own information in all of your signatures, as well!

A lengthy signature when posting a message in an Internet message group, known as a "newsgroup" is a definite "no no". It is sometimes considered "spamming" and could result in your being "flamed" which is a LARGE number on reply emails, sent to your "inbox".

You could even be banned from posting to the newsgroup, or lose your Internet dialup account, although this is somewhat rare as more sophisticated methods are being used to filter unwanted messages.

A typical and generally acceptable signature for a newsgroup might look like:

--------
Marvin Galaxy, Rocket Scientist
http://www.tothemooninc.com

Signatures serve as your return address, and more. They are there when they are needed, and can definitely increase the effectiveness of your business. Use them wisely!

About the Author:
Ralph Moore is the owner of Eagle Computers, a consulting firm that shows you "How To Discover Technology That Will Explode Your Business Online". To subscribe to the FREE Eagle Flyer Newsletter now, visit our web site at: http://www.eagleflyer.com

*** Linux

Linux Security Quick Reference Card
Dave Wreski and Benjamin Thomas
last update: September, 2000

Use this Quick Reference Card to begin improving the security of your Linux system. There are references to security resources on the Internet, tips on securing your system, and other security information of a more general nature.

http://www.linuxdoc.org/REF/ls_quickref/QuickRefCard.pdf

*** Windows All Versions

[Quickly Switching Between Programs]
If you have several programs open, at the same time, you can switch, quickly, from one open program to the next, by using the keyboard.

Hold down the ALT key and press the TAB key. You can scroll through the programs, by pressing and releasing the TAB key, until you find the program you are looking for. Then release the Alt key to switch to the highlighted program.

[Quickly Minimize All Windows]
Starting with the I.E. Explorer 4.0 Desktop Update, you can quickly minimize all open windows in order to quickly access your desktop. Click the "Show Desktop" button on the Quick Launch tool bar, to minimize all programs to the taskbar.

3) ======= Special Notice =======

Memory Prices are still falling. For the third consecutive month, memory prices have taken a nosedive. We are not sure just when this will stabilize, but you might want to consider grabbing that extra memory before the price goes back up.

We use and recommend Crucial Technology Memory in all of our custom workstations and servers. You can order online by visiting their website at: http://www.eagleflyer.com/crucial/

4) ======= Feature Article =======

"Five Powerful Techniques that Produce Unstoppable Sales" by Ted Nicholas

There are five powerful techniques that will add compelling strength to your sales copy. I'm even going to tell you a hidden benefit technique. But first, a word of caution: When these techniques are properly applied, they are the most powerful marketing strategies in the world bar none. You stand a good chance of increasing sales so much that you may experience order fulfillment challenges. Be sure you can promptly fulfill the extra orders you are bound to generate!

Magic Technique #1 -- The Single Most Compelling Benefit

The strategy I'm about to reveal to you has to do with your headlines. First, let's do a quick review of the process of creating them.

Study your product. Write down all the obvious benefits (from the prospect's point of view) on 3" X 5" cards. Write as many as you can. Often, you'll have the best headline you could ever find from this procedure. If so, prepare your ad with the obvious benefit headline.

You'll also want to try creating a hidden benefit headline to test against the obvious benefit headline. You can find the hidden benefit by answering this question: "If I had unlimited God-like power, what would be the single most compelling benefit my prospects would like to gain from my product?"

The hidden benefit has nothing directly to do with the product itself -- but the answer to the previous question can become your most powerful benefit -- and thus your headline, as well as the main theme of your offer. Just make sure your product actually delivers on the headline's promise.

By using this special strategy, I've written some of the most successful headlines in direct marketing history.

Magic Technique #2 -- Add power to headlines

Studies show that an ad headline draws 28% more attention if framed in quotation marks! The ad appears much more important because it gives the impression that someone is being quoted. This makes it more riveting, and more likely to be read. And that is your first task -- to get it read. If the ad is not read, you have no chance of making a sale.

Magic Technique #3 -- Ask for the order

Unsuccessful marketers are reluctant to ask for the order. For any offer to be successful, you must be clear and explicit as to how you ask for the order. Include every detail, even if it seems obvious to you. Make it easy for the prospect to buy. It's also important that when you ask for the order, the prospect should have been primed for the close. The sequence of presenting copy elements (and hot buttons) is crucially important.

In your sales letters, you must wait until the end to reveal the price and ordering instructions. This puts them in the proper frame of mind to buy because you would have given all the benefits and particulars your prospect needs prior to asking for the order. If your offer includes a brochure and an order form, separate them from the letter. This strategy will increase response.

If you're using direct mail, put the brochure and order form in a sealed envelope. On the outside of the envelope, print the following: "Please don't open until you have read my letter." If your sales letter is online, include a link to a separate order page.

Magic Technique #4 -- Typefaces are important

In direct mail, headlines should be in Times-Roman font, serif, or sans serif typefaces. The body copy should always be Times Roman. Reason? On the written page, it's easy to read. Never use a sans serif typeface in body copy.

On websites, the sans serif typefaces such as Arial and Verdana seem to work best because they are more inviting to read in a sea of cyber-clutter.

Strive for an editorial look. The ad should appear similar to an article in the publication in which your ads will run. I call this format an "advertorial." Five times as many people read editorials than messages that scream out, "I'm an ad!" If an advertorial is prepared in a way that lends credibility, it can pull up to 500% more in sales!

Magic Technique #5 -- Pricing your product

Here is a really powerful tip that will increase your profits. You may have noticed that the price of my books and tapes ends in 7. There is a good reason for this. Remarkably, with the same copy and offer for any given product, I have proven time and again through testing that you can increase sales simply by changing the price to one ending in the number 7.

Recently at a seminar wherein I spoke, my co-speaker, Gil Good (in charge of promotions for The Wall Street Journal for many years), discussed that subscription offers ending in 7 out-pulled all others. At my last seminar, an attendee, a biblical scholar, pointed out the number seven was often used in the Bible. Remember the phrase, "70 X 7"? Seven may be a number that is truly blessed! The most effective magazine subscription offer, made many years ago, was by Life Magazine - and its price was $7.77.

Test price this way: If your current price is $19.95, try $19.97. If you now sell at $69, test $67 or $77; or if your price is $99, try $97, etc.!

================

Ted Nicholas, widely recognized as one of the greatest direct marketing wizards of all time, is best known for having earned 24.5 million dollars on the sale of a single book, which was primarily sold through direct mail. He has been called the Five Hundred Million Dollar Man, having marketed over $500 million worth of products in 49 different industries. Ted is also internationally revered as one of the greatest living copywriters who earned as much as half a million dollars from a single 1000-word ad. His latest book, "Magic Words That Bring You Riches" reveals 17 magic words that can make you a fortune. http://www.eagleflyer.com/mwords/

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

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

PowerDesk 4 (Free Version) This version is FREE with no time or usage limits at all. It includes PowerDesk File Manager, a large step up from Windows Explorer.

The file manager gives you choices, like single or dual pane file management windows, a powerful file finder, zip and unzip capabilities, a dialog helper, and many more features.

If you have QuickView or QuickView Plus, you can view many different types of files directly in the integrated PowerDesk viewer pane (QuickView comes with Windows® 95, 98 and NT).

Download the FREE version here:
http://www.eagleflyer.com/dload/pd4free.exe (1128kb)

PowerDesk 4 Pro (Text from Ontrack Web Site) PowerDesk 4 Pro has all the great features and functionality in PowerDesk 4, plus integrated FTP, a customizable toolbar for fast access to your favorite files and applications, extensive file viewing capabilities for over 200 types of files, a tool that helps you convert graphic files from one format to another, a Size Manager that shows you which files are cluttering up your drive, 90-days of free technical support and much more -- all for only $19.95!

We actually use and recommend "OnTrack SystemSuite 3.0"(tm) which is a suite of utilities which includes many more features, such as a virus scanner, system "fix-it" utility, easy uninstaller program, and more. (But try the FREE version, first. It might be all you need. By the way, SystemSuite 4.0 is now available.)

You can (often) find these utilities at your local home electronics or office supply store, such as Best Buys, Office Max, etc. or at several online stores.

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

The more it dries, the wetter it gets. What is it?

(Answer in the next issue of the Flyer)

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

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

Thw wind!

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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
=======***=======