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Category: entrepreneur

  • Super Sales Boosters for Next to Nothing

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    RRSUPER SALES BOOSTERS YOU
    CAN START FOR NEXT TO NOTHING

    Maximizing profits involves cost-cutting methods of selling
    your products. We are assuming for this article that you, like
    most marketers are specializing in information and publications
    marketing.

    The best way to increase sales cheaply and effectively is to
    offer more items at any given time, and here’s how to do it. By
    all means examine every commission circular you see for
    possibilities. It might be worth carrying. Camera-ready
    circulars are available for most of the publications you see in
    your mailbox, and all you need are a group of them on file that
    can be reprinted as needed.

    In all cases, we repeat, DO NOT rubber-stamp your commission
    circulars. Insert your name and address with dry type such as
    Pres-Type, Geotype or Letraset. A professional appearance is a
    must.

    If you’ve been in business for a while, you already know what
    your bestsellers are and how to test new items. If you have
    reports collections and other good items that are not such hot
    sellers, keep your leftover circulars and include them WITH
    PRODUCT when you fill an order from your home. Include as many
    as you can up to the postal limit that applies to the product,
    and you’re basically sending it free of charge.

    As you have probably seen by now, we advise all our customers to
    shop wisely but to continue learning about the business, and if
    you have a slow-moving product which is nevertheless is an
    excellent item for a small order dealer to own, this is an ideal
    way to move it.

    It’s an excellent idea to include a freebie when doing a direct
    mail. This works especially well if you’re handling a lot of
    popular items. Chances are a good many of your packets will go
    to people who try to get on a number of lists to keep abreast of
    the latest offers, and since so many of them are so vague,
    they’ll be much more responsive to someone who can give them an
    idea of what they’ll be receiving.

    If you currently handle chain letters and report collections of
    dubious value, it might be cheaper to drop them altogether than
    to continue to include them, even if they do make you a small
    profit. First time buyers are truly shocked when they see some
    of the terrible scams going around in mail order, and you’ll
    lose them forever if you turn them off, which is never your
    intent.

    You can make this absolutely painless. You might like to try
    putting your best reports on the backs of your best circulars,
    maximizing the value of each sheet of paper. If you’re not
    doing it now, you had better try doubling up your circulars at
    the very least.

    One of the best follow-up offers you can give your non-dealer
    customers, and you can tell which if your customers is a dealer
    and which is not by the kinds of items they order, is a quality
    book catalog. Melvin Powers, DAX and others offer excellent
    dealerships in unusual books, and they pull extremely well on
    follow-ups.

    The catalogs themselves are usually fairly heavy and not
    cost-effective without a quality mailing list (a rare bird
    indeed) or unless you can get cash up-front for printing and
    mailing. You’ll probably wind up buying some of these books
    yourself! If you’re marketing fairly common items. you’ve got
    to have an advantage, something that makes your offer look
    better than comparable offers for the same items.

    Unquestionably, the best advantage is a lower price. Free
    bonuses and rebates won’t cut quite as well. The reason is
    simple enough. The customer might be sold on an item to begin
    with, but he may be waiting for a better deal to come along. If
    you’re the lowest bidder, you’ll get that sale. These sales
    will not come right away in most cases. They will be trickle-in
    orders, made by the customer after filing your circular and
    waiting to see who can match the price.

    We feel much of the information offered by mail is ridiculously
    overpriced when introduced, and we have on file dozens of
    examples of some people offering item X at five, then, even
    nineteen times the best price offered by others with the same
    product.

    If you’ve been enclosing your own envelopes with return
    addresses when you send out advertising, you might try a
    half-and-half mailing to see if they’re really pulling more
    orders.

    Traditional schools of thought say the return envelopes,
    especially the business-reply type which allows you to pay the
    postage for the customer, do pull orders.

    However, most people use plain printed #8 envelopes without
    business-reply marking, and especially for the small operator
    specializing in a few selected items, it may be a poor
    investment. If so, it’s cutting into your profits and taking up
    valuable weight in the envelopes better served by a circular.

    Adsheets can be good investments, but in most cases you’ll only
    really profit from them if you’re offering something you’ve
    developed yourself which can be sold through other dealers.

    Adsheets are generally advertising’s version of the pyramid
    plan. They circulate only among small time dealers, each trying
    to get the other to sell what he’s selling. Still, if you can
    put a new twist in the advertising, and run a short ad in
    selected adsheets (most dealers receive a large number, and
    subscribing to several dozen is wasteful) asking for full
    purchase price when they order, and NOT requesting information,
    you could still do a profitable business, although the cost
    involved adds up to much more than the usual $1 for a one-column
    ad. You have to figure your costs in preparing the ad and
    getting it to each publisher.

    If you have an article you’ve developed yourself and you want to
    put a big push on, a great number of dealers will print and mail
    your circulars with theirs. The cheapest deal is to have their
    ad printed on the back. Many of these firms will take your
    money and run, however, so it would be smart to call and write
    first, get references from happy customers, and talk to them.
    If he won’t reveal his customer list and still claims to do a
    good job, well, need we say more?

    Don’t be afraid to compete with other dealers in a print and
    mail deal if you’ve got a good product, but you do your
    homework. It is probably the most cost-effective way to reach a
    large number o dealers, but take care that you choose a
    reputable dealer.

    Multilevel enthusiasts know that many of the better multilevel
    programs requires substantial amounts of literature to fully
    explain. If you’re not prepared or equipped to expend the time
    and money required to let every mail prospect know about the
    programs you’re using, why not make up a small half page
    circular which briefly outlines each program, and offer to
    refund postage for anyone interested in learning more? That
    cuts your expenses, gives you inquiries of real value and should
    take no considerable dent in your eventual downline.

    This takes five minutes, costs pennies, and give your commission
    circulars a personal touch that also looks professional.

    Please stop writing hand-written notes and changes of copy on
    your commission circulars! Save those hand-written notes for
    leaders. A close matching letraset message will print
    beautifully and get the message across much more effectively
    than a freehand note. When using letraset, take care to make
    the heading on a separate set of paper, clip the heading and
    tape it with Scotch brand magic tape (we recommend Scotch
    because it has a lower peel strength than competitive
    translucent tapes and is easier removed).

    Don’t do your first heads directly onto the circular or you’ll
    end up with minor mistakes that detract from the impact. Notice
    how sloppy the “K” looks, and how small a mistake it took to
    make it that way? (Believe us, your clients will notice
    mistakes like that!).

    One cost-cutting method we do not advise is folding your
    circulars so an outside surface is empty, taping it and mailing
    it like a newsletter, without an envelope. It looks just plain
    shoddy. One thing that does look good, however, is the white
    9×6 envelope instead of the usual wheat-yellow manila envelope.
    Anything different makes an impact.

    Speaking of different, try a few of your circulars in two
    colors, perhaps red and black, especially those which many other
    dealers are using. It does pull more orders on a competitive
    item. And don’t forget about using colored stock for a few
    sheets (NEVER for your personal notes), but not too many.

    If you want to keep your customers for repeat business, don’t
    become a commission agent for mailing list firms unless you have
    thoroughly researched and used their lists yourself. We
    personally know of one firm which advertises premium lists, and
    offers a very attractive dealership, but they have no trouble at
    all selling our name to no fewer than 25 people in a four-month
    span who all offer the same product! Those poor people wasted
    not only the cost of the list, but the cost of the mailing as
    well, and that is an absolute travesty.

    By all means, use your personal letters to inform the paying
    customer of services you’ve had success with. This tells the
    customer you’re serious about his satisfaction and if he
    experiences the same success, he’ll trust you enough to order
    from you again.

    And if you know of any popular plans that are no good, and you
    have seen that the customer might be considering such a plan
    from a letter or group of purchases which indicate he’s
    heading in that direction, tell him to steer clear.

    Finally, and this is absolutely vital to getting reorders, know
    exactly what you are offering. If you’re selling books, own a
    few of them and read them. If you’re selling plans and reports,
    check them out to make sure they really do what they claim. You
    are doing your customers a horrible disservice by advertising
    Plan A as one of your biggest sellers (which may be true) when
    it’s an outdated piece of junk and maybe something you have
    never even seen.

    If you’re selling gifts from catalogs or other related
    merchandise, there are really only two things we can advise that
    will cheaply help sales.

    First, if you’re selling catalogs and having your orders
    dropshipped from the supplier, write the home office and tell
    them you’d like to establish contact with other distributors to
    help each other increase efficiency.

    It is highly unlikely this request will be turned down. The
    supplier is every bit as interested in increasing sales as you
    are, and will probably be happy to send you the names and
    addresses of some of the company’s top producers.

    Establish regular correspondence with these people and exchange
    information on what campaigns and techniques are working for you.

    If you’re selling products for which you are the prime source,
    don’t hesitate to send advertising for your other products when
    you fill orders from newspaper or magazine advertising. If you
    don’t have other products, work an exchange program with other
    sources and sell their products on commission, and drop-ship the
    orders from the source of supply.
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  • Guaranteed To Increase Sales

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    <<<< H 7 `````;;;  $ hU ;; ``  ``  B  `T K𫥺<"Z   07 b ,  (;0k";;;  ;;;7 << Guaranteed To Increase Sales! As a Publishing entrepreneur and by doing publicity for my clients, Ive spent years studying the art of selling. The techniques that follow arent difficult to learn, but they require discipline and practice. Your most important skill as a business owner is your salesmanship. Having the best product or service means nothing if you cant get anyone to buy it, so to ensure the success of your business you must develop the ability to generate revenue salesman-ship. Here is a brief outline of 13 techniques Ive developed for increasing sales: USE THE PHONE Absolutely the cheapest, most effective, and efficient way to find customers is by phone. Yes, cold-calling. Write out a script for this before you call, so you dont sound vague. Introduce yourself, your company, the purpose of the call, and give a brief benefit of your product/service to the client. What will you do for his/her business? Be brief, to the point, and have 10 possible objections you might get, answered in your script. This way youre prepared for the customary brush-off. Always try to get a firm commitment to a meeting. This call is not to sell the client, its to get a face-to-face meeting to establish credibility and then to sell him/her. Would you buy from a voice on the phone? No. You want to see the vendor and listen to his offer. SHOUT IT FROM THE MOUNTAIN TOP You should always be looking for new customer, and Ive found that giving seminars, teaching, guest speaking at trade shows and organizations, or writing an article for your trade magazine or business journal establishes you as an expert in your field. People like to buy from experts because it reduces their fear of making a bad decision. Everyone can overcome their fear of public speaking, so find the method that works best for you and do it. As a desperate step, join a Toastmasters group near you or take a night course at a nearby Adult School. ASK QUESTIONS Most salespeople think that the first meeting with the prospect is the only chance to make a sale. WRONG! Before you go into your pitch ask questions, take notes, what are your prospects goals, challenges, etc. Helping a prospect solve a business problem creates a win-win relationship and closes more sales than you think. AVOID PRODUCT DUMPING Telling your prospect all about your product/service before you know their needs is a mistake made by 95% of salespeople. This is an inefficient selling method and upon reflection, your client will lose faith in you. Ive met with clients on several occasions and left them with some advice and good feelings, but no sale and thats alright. Because in the future Im apt to get word of mouth referrals from them, which will outweigh what I might have made if Id simply sold them a service that wasnt an answer to their problem. Remember nothing adds more to your credibility than a referral from a satisfied prospect. KNOW YOUR NUMBERS Selling is a numbers game, and you need to learn your selling ratios. How many prospecting calls do you need to get a meeting, and how many meetings to get a sale. This allows you to manage your cash flow by forecasting your sales. It also tells you how many calls are needed to increase your sales revenue. In next weeks column well continue with the 13 tips which will cover Qualifying Your Prospect and Gaining Trust to name just a few. Happy selling! ] f DJht hDC >*hDC hDC 5>* I
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  • crisis control

    Prepare Crisis Control

    A personal crisis doesn’t have to spell disaster for your business if you’re prepared. Every business occasionally endures a crisis, but what happens when your dilemma isn’t falling profits but personal.

    Because we have no idea what type of personal crisis may await us – an ugly divorce, debilitating disease, or ailing parent/child/spouse, we must be prepared. Just as you plan for advertising and promotions, you must plan for life’s surprises.

    Paul Krasinski, founder of Lion Strategy Advisors, New York, suggests finding somebody NOW who can take over your responsibility and carry on for at least 20 days. He/she needs to be someone who can communicate well with staff and command respect, and may or may not be the person you feel closest to in the company.

    Once a personal crisis hits, Krasinski recommends “full disclosure” to your employees. This avoids the feeling of being hit by a bomb, and that business will go on as usual. In case you think this doesn’t work, let me give you a case history.

    Dana Weidaw, 28 and president of her own PR firm had only been in business 1 year when she tested “full disclosure” with her employees. She was diagnosed with an aneurysm which required a surgeon to drill through her skull. She had just landed her first major client and was publicizing a major hockey arena. If all didn’t go well with the project, this client could turn out to be her last.

    Before missing 7 days of work, Weidaw prepped her full-time employee, another agency she was working with, and her client by sharing the nitty-gritty details of her crisis. She assured them everything would run according to plans and smoothly in her absence, and found that everybody was willing to work around her crisis. Weidaw found that, by nature, people are very sympathetic.

    A word of caution though, you need to know when to talk. During and after a crisis – full disclosure is great. If you’re “contingency” planning though, it might be prudent not to advertise that if your personal life goes in the tanker good old Gary or Suzy will be in charge. Your employees may needlessly dwell on why they weren’t picked to run the show instead of them. Above all, you don’t want to cause widespread distress or distract your staff from day-to-day operation.

    Just as surely as you plan for financial allocations for your business, always have a crisis plan in place. This may need adjustments from year to year as staff leaves and are replaced, so when planning for each year’s business needs include your crisis plan.

  • 50 College Papers to Advertise In

     50 COLLEGE PAPERS TO ADVERTISE IN

    Colleges have tremendous circulation of their bulletins and
    newspapers. Their price per run on advertising is very
    inexpensive for the number of prospects reached. Believe it or
    not, multi-millions of dollars are spent by students each
    semester.

    If you have a new idea or product, run a test ad in one or more
    of the publications and see if you get results. Usually a less
    expensive 1″ ad will let you know whether your product or
    service is going to pull or not. If your test ad proves
    successful, then you may want to go to a larger ad or even a
    display-type ad and increase your coverage to include more
    bulletins and newspapers.

    Another way to distribute your product is to advertise for a
    student on campus to represent you on a commission basis and be
    your dealer. Usually there are several students who would love
    to have the opportunity to make some extra money. A good way to
    find the right person is by resume qualifications or actually
    calling them on the phone and talking it over with them.
    Finding the key person could result in many easy dollars in your
    pocket.

    In the past, some of the biggest sellers on campus have been
    radio and stereo equipment, music tapes, car repair manuals,
    study aids, self-improvement booklets and tapes, school fads of
    various natures, and any kind of special or different steins for
    drinking beer. Any new idea or product you may be able to come
    up with could be very advantageous to you in the form of
    increased sales.

    Advertising in college bulletins and newspapers gains more
    results during the first three days of the week. When ordering
    advertising, it is best to specify that your ad appear in the
    Monday-Wednesday editions. Thursday is okay, but Friday is
    definitely out; minds seem to drift toward plans for the
    weekend, leaving little interest for purchasing.

    Write to the enclosed list of publications. Ask for their rates
    and circulation. All of them will respond to your needs and
    many of them will call you and discuss whatever plans you have
    for advertising. They will work with you to try to see that you
    get the most response from any type ad you may run.

    We sincerely hope this report helps you in gaining sales and is
    an instrument in the growth of your company. You cannot beat
    the circulation of prospects reached for the dollars spent.
    Have a good year!

    50 LEADING COLLEGE BUYING POWERS

    University of Oregon
    Daily Emerald
    P.O. Box 3159
    Eugene, OR 97403
    Circ. 10,500 daily

    University of Arkansas
    Arkansas Traveler
    Hill Hall 304
    Fayetteville, AR 72701
    Circ. 8000 bi-weekly

    University of Mississippi
    Daily Mississippian
    University, MS 38677
    Circ. 10,000 daily

    University of Washington
    The Daily
    144 Communications DS-20
    Seattle, WA 98195
    Circ. 18,000 daily

    University of Texas at Arlington
    P.O. Box 19038
    Arlington, TX 76019-0038
    Circ. 18,000 daily

    University of Virginia
    The Cavalier Daily
    Newcomb Hall
    Charlottesville, VA 22901
    Circ. 13,000 daily

    Illinois State University
    Vidette
    Normal, Il 61761
    Circ. 22,000 daily

    Ball State University
    Munci, IN 47306
    Circ. 14,000 daily

    Florida State University
    P.O. Box U-7001
    Tallahassee, FL 32306
    Circ. 46,000 daily

    Jackson State University
    Jackson, MS 39217
    Circ. unknown

    Indiana State University
    The Indiana Statesman
    Tirey Memorial Union Annex, ISU
    Terre Haute, IN 47809
    Circ. 14,000 daily

    West Texas State University
    College of Arts and Science
    Canyon, TX 79016
    Circ. unknown

    Texas Southern University
    3100 Cleburne Avenue
    Houston, TX 77004
    Circ. 15,000 weekly

    Spelman College
    Spelman Spotlight
    P.O. Box 40
    Atlanta, GA 30314
    Circ. unknown

    Wright State University
    The Daily Guardian
    Dayton, OH. 45435
    Circ. 4,000 daily

    University of South Florida
    Oracle
    Let 472, Arts and Letters Bldg.
    Tampa, FL 33620
    Circ. 25,000 daily

    Ohio State University
    The Lantern
    281 Journalism Bldg.
    242 W. 18th St.
    Columbus, OH 43210-1107
    Circ. 31,000 daily

    Montana State University
    Exponent
    Strand Union Bldg.
    Bozeman, MT 59715
    Circ. 8,000 bi-weekly

    Texas Tech. University
    P.O. Box 4080
    Lubbock, TX 79409
    Circ. 17,000 daily

    University of Florida
    The Alligator
    P.O. Box 14257
    Gainesville, FL 32604
    Circ. 43,000 daily

    Iowa University
    111 Communications Center
    Iowa City, IA 52242
    Circ. 20,000 daily

    Bowling Green State University
    The BG News
    106 University Hall
    Bowling Green, OH 43403
    Circ. 11,000 daily

    Morgan State University
    Spokesman
    Cold Spring Ln. & Hillen Rd.
    Baltimore, MD 21239
    Circ. 4,000 bi-weekly

    East Texas State University
    The East Texan
    Box D – ET Station
    Commerce, TX 75428
    Circ. 7,000 bi-weekly

    San Francisco State University
    Dept. of Journalism
    1600 Holloway Ave.
    San Francisco, CA 94132
    Circ. 10,000 weekly

    Auburn University
    The Auburn Plainsman
    1st Floor, Foy Union Bldg.
    Auburn, AL 36849
    Circ. 18,500 weekly

    Winona State University
    Winonian
    Winina, MN 55987
    Circ. unknown

    Washington University
    Student Life
    St. Louis, MO 63130
    Circ. 8,300 weekly

    University of Tulsa
    Collegian
    600 So. College
    Tulsa, OK 74104
    Circ. 4000 weekly

    University of Maryland
    Diamondback
    College Park, MD 20742
    Circ. 21,000 daily

    University of Kentucky
    The Kentucky Kernel
    210 Journalism Bldg.
    Lexington, KY 40506
    circ. 18,000 daily

    Boston College
    The Heights
    Chestnut Hill, MA 02167
    Circ. 9,500 weekly

    Seton Hall University
    The Setonian
    S. Orange, NJ 07079
    Circ. 10,500 Weekly

    Pace University
    Pace Plaza
    New York, NY 10038
    Circ. unknown

    University of New Mexico
    Student Publications
    P.O. Box 20
    Albuquerque, NM 87131
    Circ. 30,000 weekly

    University of Wisconsin
    Union Box 88
    P.O. Box 413
    Milwaukee, WI 53201
    Circ. unknown

    University of Tennessee
    5 Communications Bldg.
    Knoxville, TN 37996-0314
    Circ. 15,000 daily

    Cal State University, Long Beach
    SS/PA-010
    1250 Bellflower Blvd.
    Long Beach, CA 90840
    Circ. 20,000 daily

    Northwestern University
    N.O. News
    360 Huntington Ave.
    Boston, MA 02115
    Circ. 21,000 weekly

    University of Wisconsin, Stout
    The Stoutonia
    Menomonie, WI 54751
    Circ. 7,000 weekly

    Texas Christian University
    The Daily Skiff
    P.O. Box 32929
    Circ. 5,500 monthly

    University of Wisconsin, La Crosse
    Racquet
    La Crosse, WI 54601
    Circ. 5,000 weekly

    Washington State University
    The Daily Evergreen
    P.O. Box 2008 C.S.
    Pullman, WA 99164
    Circ. 20,000 daily

    San Jose State University
    Spartan Daily
    San Jose, CA 95192
    Circ. 15,000 daily

    Portland State University
    Vaanguard
    P.O. Box 751
    Portland, OR 97207
    Circ. 17,000 bi-weekly

    Valdosta State College
    The Spectator
    VSC Box 194
    Valdosta, GA 31698
    Circ. unknown

    Kent State University
    Daily Kent Stater
    Kent, OH 44242
    Circ. unknown

    Georgia State University
    Signal
    Box 695 University Plaza
    Atlanta, GA 30303
    Circ. 10,000 weekly

    Arizona State University
    State Press
    15 Matthews Center
    Tempe, AZ 85287
    Circ. 40,000 daily

  • corner offices

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    Good Girls Dont Get Corner Offices

    Are you a polite, hardworking, accommodating worker? Well, Ive just learned that being a good girl can be a bad thing when it comes to your career and personal finances.

    At a recent Breakfast Meeting of the National Association of Female Executives (NAFE) I heard a talk by Dr. Lois Frankel, the author of Nice Girls Dont Get the Corner Office: 101 Unconscious Mistakes Women Make That Sabotage Their Careers, which brought up some good points.

    One of the things Frankel said was that women should understand and play by the rules. She asserted that hard work doesnt get you ahead it enables you to keep your job. Women have to start thinking strategically and start promoting themselves as team players.

    Another point made was that women have to learn to manage up. People complain that the reason someone is getting ahead is that the boss likes them, and its true. You dont have to flatter your boss or agree with everything they say, but you do want to let them know that youre committed to his/her success. Then your boss will be committed to yours.

    Another thing we women miss is building 360 degree relationships. Spend a part of your time at work nurturing sincere relationships at ALL levels. No one gets ahead by being tethered to their desk all day. Instead spend 15 minutes a day in casual conversation with co-workers and build connections.

    Strange as it seems, since women feel that theyre liberated from the former stereotypes, you must pay attention to the dress for success mantra. A full 50% of your credibility is based on how you look, and how you dress. Another 40% is based on how you sound, so its not being phony or false to put your best foot forward its strategic.

    Now for all you women I hear groaning after that last point, I sympathize with you. As an entrepreneur, one
    of my favorite perks is not having to don pantyhose everyday but that doesnt mean you can run around in pjs or sweats either. You can put forth a very presentable, business-like, credible, impression with a neat pant suit even with low-heel shoes. Add a well maintained haircut and style, and even with minimal makeup and smart jewelry you can look as smart as any office executive.

    Theres also something of note for my male readers, if youve kept with me this far into the column. Women should pay attention, too, to the shocking statistics Im about to reveal. Lets not fall asleep at the switch, ladies!

    A figure everyone should watch is:

    Women fill less than 15% of Congressional seats. Among our 100 senators, only 14 are women and we hold only 15% of the seats in the House of Representatives. The result is, we have almost no say in Washington in the thousands of decisions that control our businesses, families, and lives. That means that 85% of the people shaping our lives are men.

    At a time when women account for more than half of the nations population, why dont we have greater representation in Congress? Surely women havent knowingly ceded our important decisions to men. I think this stunning inequity exists because people dont know about it.

    Why do we need more women in office? Because women politicians have a track record of introducing and pushing issues of interest to women and families. An example of this, in 1990, women in Congress realized that the National Institute of Health was conducting heart disease research only on men. So Congressional women called for an investigation of gender bias in medical research and catalyzed the Womens Health Initiative to study womens heart disease, breast cancer, and osteoporosis. We now know heart disease is markedly different in women, and with this one effort they saved many of our own lives and those of loved ones.

    Granted there are many reasons why women dont run for office: insufficient funding, family responsibilities, and an incumbency system that favors people in office (usually men). But theres one reason we can change! Women, unlike men, wait to be asked to run. Ladies, its time to stop waiting! Start running!

    More women in Congress could help us close the wage gap that still exists, and dont kid yourself that it doesnt. Recent research by NAFE shows that men annually earn, on average, $10,000-plus more than women in exactly the same jobs. If you cant run yourself, then offer to work on the campaign of a woman running in your district and help her win.

    Women must not remain the silent majority!!!! Lets make this year a better year for women.

    
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  • reduce costs

    ࡱ> ^`]5@  Hbjbj22 x`XX @jjjjjjj4””””$F4;32aaa2222222$m4R6l2jaaaaa2jj2a
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    v(2 30;3(+7u+7()jjjj+7j) aaaaaaa22””Reduce Costs Anchor More Sales

    I bet that got your attention! Its something that every business owner knows, but it seems to get lost in the shuffle of our day-to-day doing business.

    Im not going to give you a lot of rhetoric on the subject. Instead Im going to simply give you a list of 10 points on each that will jog your business memory.

    Lets start with some savvy ways to reduce the cost of you doing business:

    Barter You should be bartering goods or services with other businesses. Try to trade for something before you buy it.
    Network Could you trade leads or mailing lists with another business similar to your? This will cut down on your marketing/advertising costs. If you dont have a leads list, try bartering your goods/services for their leads.
    Wholesale/Bulk Buying You can save money buying your business supplies in bulk quantities. Get a membership at a wholesale warehouse (such as Costco, Sams Club, etc.) or buy through a mail order wholesaler. I buy most of my office supplies/paper through mail order vendors which saves me money, and also delivers them to my door. No lugging from store to car to office, and saving money too! What a deal.
    Free Stuff Try visiting the thousands of freebie sites on the Internet before buying business supplies. You can find free software, graphics, legal forms, online business services, etc.
    Borrow/Rent Have you purchased a piece of business equipment and only needed it for a short period of time? You could have borrowed the equipment from someone else or rented it from a rental store.
    Online/Offline Auctions You can find office furniture, equipment, and even cars and trucks at online and offline auctions. Pay special attention to those held by law enforcement agencies or IRS that auctions off items seized from offenders. Im not saying all the time, but before you pay retail for some big ticket items try bidding on them.
    Plan Ahead Make a list of supplies or equipment that youll need in the future. Watch for stores that have big sales, and purchase your items when they go on sale before you need them.
    Used but Not Abused If you equipment and supplies dont need to be new, buy them used. Cars, desks, file cabinets, etc. can be found at yard and garage sales, used stores, on message boards, and free publications. Some excellent items are sometimes offered when a business decides to relocate or is closing.
    Negotiate, negotiate, negotiate! This has become a lost art. You should always try to negotiate a lower price for any business equipment or supplies. It doesnt hurt to try. Pretend youre talking to a used car salesman.
    Search You can always be searching for new suppliers for your needs. Look for suppliers with lower prices and better quality. When you find one, try pointing the difference out to your current supplier. You may get a better deal from him and not have to change. Dont be satisfied with just a few. You never know when your favorite supplier may decide to go out of business.

    If youre a native Californian, you might find these things Ive discussed a little hard to swallow. Let me tell you, being a native New Yorker, these are things that you learn from doing business there, and at an early age.

    Just remember! Every millionaire didnt acquire their wealth through inheritance; some were shrewd business dealers.

    In next Saturdays column Ill give you the other half of the equation. How to anchor down more sales.

    KNOW THE SCORE
    by Maureen Stephenson

    Reduce Costs Anchor More Sales Part 2

    Last week we looked at ways to reduce costs
    in our business. As promised, here is Part 2 about how to Anchor More Sales.

    Entrepreneurs are a special breed of business people who strive for the conventional goals and attain them via unconventional means. That oftentimes means not having a lot of hard cash to invest in the traditional marketing methods for attaining customers. There are ways though, to make your business a customer magnet that will bring you sales.

    One of the first things you must know when starting off are the characteristics of your prospects and customers. Just as a wagon needs four wheels to move forward, your business needs four wheels too. They are a marketing plan (whether you have the budget for it or not), a marketing calendar (so you can work the plan as you acquire capital), a competitive advantage (very, very important), and customer research.

    The age of the lone-wolf business owner is over, gone with the wind and the innocence. Today there is a world of businesses that would love to help you in return for you helping them. Enlisting their aid is paramount, paying them cold hard cash is unnecessary. This is where you can put some of the bartering skills we spoke of last week into practice. Youll find just how you can help another business owner and he/she can help you after you get going. I only bring it up here so that you dont forget to use this resource.

    One of the most important things for you to do to achieve your business goals is to stay in touch with the people on your customer list. If you dont have one yet then start building one, even if you dont know them personally yet. Do this by mailing announcement postcards to the surrounding neighborhood of your business. Announce the Grand Opening if yours is a brick and mortar shop, offering a small gift for the 25th or 50th customer on opening day. If yours is a business without a walk-in shop send the same announcement about the opening of your business and offer tear-off coupon for them to fill out (with their name & address) for the opportunity to win something in a drawing scheduled for 6 days after your mail date. There is the beginning of your customer data base for all future advertising.

    You must find your niche or position as they call it on Madison Avenue. Your niche is what you stand for, what makes you different, and the first thing you want your prospective customers to think of when they hear your companys name. Put it down on paper and make everything that you do from this point on accomplish what youve written.

    Next to do is a benefits list. What benefits does your customer derive from doing business with you rather than your competitor? What makes your business or services special?

    After those, then you must determine what quality you offer. Quality in this sense is not what you put into your business, rather it is what customers get out of it. You may use the highest grade tin in the tin whistles that youre selling, but the customer doesnt care about that. What the customer cares about, is if that tin whistle is going to stay in one piece when his 6-year old plays with it for 6 months. Look at quality as setting you apart from the competition BUT from the customers POV (point of view).

    Once these lists are down on paper, look them over and honestly evaluate if your competitors offer the same benefits as you. If they do, then differentiate yourself and stress a competitive advantage. Then develop your elevator pitch. If you only had 10 seconds to tell somebody what you did for a living that would make them want to know more thats your elevator pitch.

    Once youre doing business, keep track of your A customers. All customers are not created equal. Some buy more, refer more, are easier to deal with, and keep coming back. Treat your B list customers like Royalty, but your A list like Family.

    Keep track of your success stories, because everything that youve done right becomes another weapon in your marketing arsenal. When you do have the capital to invest in some marketing, its always reassuring to new clients to read about the success of others doing business with you. This will also elevate your credibility with new clients.

    Of course it goes without saying that service is the secret to every businesses success. The only definition of service that makes sense these days is that its anything the customer wants it to be. Its not what youve always done in the past; its what keeps the customer happy and returning.

    Guarantees are very important in any type of business, and people expect it. The longer the guarantee, the more enticing it will be and yet fewer people will ever ask for refunds.

    Follow-up is so important, that I can hardly find a way to make it stand out. Nearly 70% of business that is LOST is due not to poor service or shoddy quality, but because of apathy after the sale. Once you serve a customer dont just forget about them, have a way of adding them to your customer data base. Get their pertinent information name, address, phone number, what you did for them, etc. Find a way, be it postcard mail, fliers, whatever but send them something every 4 weeks. If theyre not seeing your name regularly, when they need what you offer they wont remember you. You might sell tires and we know theres only a certain number of tires you can expect a customer to buy in a year, but when they have unexpected tire damage or the time to replace tires rolls around why will they come back to you? Is it because they got your postcard last week and it reminded them they needed replacements. They may have gotten a second car, and since they got your mail it reminded them to get tires from you. Remember, whatever youre selling, they can go to your competitor unless you give them a reason to come to you!

    Networking is a great tool for you to use. I mean networking not with your peers, but rather with your prospective clients. Join the group and ask questions, listen to answers, take notes, and contact who you met. Gauge your success by the cards you GOT, not gave. Offer those you contact a free consultation, and dont give a sales-pitch during that time. Anyone can resist a sales presentation, but its hard to resist a free consultation that will help them solve whatever problem they have. Many times your service is the answer for their problem but save the sales pitch until the next call. By the same token, if during the consultation you find you cant help them but one of your fellow entrepreneurs can be honest and refer them to him/her. (This not only shows your prospect that you really are interested in being of service, but it also gives you an unwritten IOU from one of your peers.)
    Youd be surprised how many clients will refer a friend or family member to you, just because they felt you were honest enough to tell them you couldnt help them.

    Your customer list is worth its weight in platinum, especially if its bulging with information and its free to compile and insane not to. With these tactics, its a foregone conclusion that more sales will not only naturally follow, but will be anchored down safe from competition.

    -30-

    KNOW THE SCORE
    by Maureen Stephenson

    NO SURRENDER!!

    No matter what you sell, you will inevitably face rejections and refusals, but learning to see No as valuable feedback can take your sales to a new level. Regardless of how often we hear no its a tough thing to take.

    Over the years, Ive had as many rejections as anyone else, especially as an author who doesnt have a celebrity name. Here are some ways Ive learned to cope with this situation:

    Its only their opinion When someone tells us that what were attempting cant be done, we tend to think theyre right. What Ive learned is to look at that no as just that persons opinion. It isnt good or bad; its just data coming in to me. I can analyze it and make my next move smarter. What Ive received is valuable feedback that can help me to find a new and different approach.

    Dont let a no undermine your confidence, your belief in the value of your product, idea, book, or your ability. Go out and resell it again!

    Dont get defensive Its OK to get angry when rejected, whats not OK is to make excuses or try to persuade the other party that they are wrong. Use your anger to get yourself going again, let that no create a sense of urgency to find a better way.

    Take action to prove that the other person is wrong. Instead of getting depressed when rejected, take up the challenge, and vow to solve the problem and demonstrate that you were in the right all along.

    Let history be your guide If people are laughing at your ideas, ask yourself why that might be. Is your idea just ahead of its time? Or is it because you havent expressed your concept well enough, or demonstrated to prospects how theyre going to benefit in the long term? Understand that it takes time for every new idea, product to gain acceptance. When Alexander Graham Bell said he had found a way for people living thousands of miles apart to communicate, other people scoffed and said it couldnt be done. The rest as they say is history. Examples like this one teach you that other people who have been laughed at and told no have managed not only to achieve their goals, but also to surpass them.

    In the past, hearing no from a prospective client or publisher would have sent me into a tailspin. Now, I try to embrace the rejection, and take that information to see what I can learn from it. Doing so lets me come out stronger every time. It will do the same for you.

    -30-

    KNOW THE SCORE
    by Maureen Stephenson

    Frugal Marketing for Entrepreneurs

    How many e-mail messages do you send everyday? Youre probable missing out on a simple, inexpensive marketing tool. Seize the opportunity to promote your business to a highly targeted market without spending a dime by utilizing your e-mail signature line.

    If your email signature line only contains your name and contact information, youre missing out on advertising to e-mail recipients that have opted for communications from you.

    These people are key members of your unofficial marketing network. They are your prospects, clients, press contacts and colleagues and your signature line is the perfect, unobtrusive space for a unique promotional pitch.

    Try these tactics to turn your sign-offs into sales:
    Highlight what your company offers.
    Offer an incentive for recipients taken a specified action.
    Use the associated web address for the incentive, if its also on your site.
    Give better visual positioning to the promotion rather than contact info.
    Play with eye-catching fonts and colors.
    Use less than 64 characters/line so that words dont wrap to a new line.
    Write a signature for different categories of recipients.
    Change your signature copy frequently.
    Never miss a chance to get your product or company noticed.

    Another thing that many entrepreneurs dont think about is the letters they send out. They are merely accepted as solving a problem or answering a need, when you can carry the e-mail idea over into every piece of mail you generate.

    On the company letterhead simply add a line at the bottom of page 1. It could be a tag line of sorts made up of a slogan that brands your services or business. Try to come up with something unique so that every time its heard the prospect thinks of you.

    Examples of this would be, Good to the last drop, which of course is Maxwell House Coffee. Finger-lickin good, which is KFC chicken, and so on. You get the message of what Im saying. Play around with this until you come up with a pearl that is uniquely you.

    If your business/service does not lend itself to this idea, then focus on increasing your credibility by using a membership tag line. For instance a funeral home would be less than tasteful using the line, Our clients are dying to visit us; but they COULD use the line Members of Undertakers Assoc. of America at the foot of their letterhead. This establishes immediate credibility in the mind of the recipient, even if the letter they received was a direct mail advertising letter.

    When youre an entrepreneur in todays marketplace you have to be inventive and creative to buck the big boys on the block. I suggest that every entrepreneur read about the life of P.T. Barnum to get a better understanding of a truly great entrepreneur.

    It isnt always the almighty dollar that gets the best advertising for our business; its the best IDEA that makes you stand out in the crowd.

    -30-

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  • treat women

    
    How Do You Treat Your Women?

    Marketing wisdom tells us that 80% of all household purchases are made by women, and no business owner can ignore them. Marketers of kids’ gear, food, cosmetics and clothes are good at reaching women, but women buy gender-neutral stuff too, like cars, auto services, technology and just about everything except Viagra.

    Yankelovich marketing consulting firm reports that 60% of women 16 and older are working. They comprise over half of all college students and about 38% of small business owners according to the 2002 figures of the Bureau of Labor Statistics. A February 2002 study by Prudential Financial found that of 400 American women surveyed, 37% live in households with incomes of $50,000 – $100,000, and 12% were in the $100,000 annual income range.

    No business owner can afford to ignore this market, but not ignoring them is not the same as attracting them. Attracting them is not the same as winning their loyalty, either. There is definitely a difference in dealing with women because they notice the small stuff. While men tend to make judgments based on first impressions and key interactions, women never stop gathering information.

    Women develop a collage of impressions about a business from a hundred small factors; everything from its cleanliness to the design of the shopping bag. Smart business owners turn this to their advantage by investing in small amenities women can appreciate. Many young women today are much wiser than the boomers were at the same age. They have traveled widely and are accomplished and picky consumers.

    The key to winning the loyalty of women shoppers and your share of this market is to offer carefully selected choices rather than a plethora of everything from A-to-Z that overwhelms them Eileen Fisher, designer of
    women’s clothes, adopted this strategy and offers simple clothes in a limited palette. Furniture stores such as Storehouse Furniture in Atlanta have pared their selections to an “everything goes with everything else” array. Even house paint companies are adhering to this strategy of paring down and offering carefully selected choices.

    Look! Women have so many work and family responsibilities they don’t have time to research and ponder every buying decision. They also aren’t trying to impress their friends by having the most toys. While a man may want 16 different size screwdrivers in his toolbox, you show a woman a tool with 16 interchangeable heads and she’ll buy it. Now she has one instrument which takes up less room but accomplishes the same thing, costs less in the end, and does the same job.

    Whether buying for themselves of for the business they own or manage, women make final purchasing decisions based on the relationship with the seller, not on statistics and voluminous data. Given a choice on two nearly identical products, women will choose based on customer service and relationship with the vendor.

    Men want to buy the product and leave, while women want to know how it works. Prescott True Value in Arizona has a loyal following of women running households on their own due to divorce or widowhood. By having enough staff to guide the customer and answer questions they have good to unequaled repeat business from women. Andy Andre, the owner of Prescott Arizona True Value store has learned that customer service is respect. “It’s taking the time to explain things to a customer and not talk down to them” he says.

    Entrepreneurs assume that marketing to women is all about discounts and giveaways, but care and creativity is what really attracts women. If a man is ignored by a sales clerk he thinks, “What a jerk.” A woman will think, “I hate this company.” It’s the small things, good and bad, that make the impact on women customers. Learn this, and you’ve got a handle on your share of a growing niche.

  • commission or bribe

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    _ 0 $ $$FF2222$2MhJ,<;MMM FF*$FF*505 words Commission or Bribe? Supposed youve decided to move part of your business overseas, those administrative fees could look like illegal bribes. Lets say that to open a manufacturing plant in Southeast Asia you need a permit from the local government. A government agent there offers to get you the permit within a week and his commission will only be $1,000. Back off! Watch your step here. In many countries, kickbacks and bribes have long been the accepted cost of doing business. However, the Foreign Corrupt Practices Act (FCPA), enacted by Congress in l977, prohibits bribery of officials in other countries. Its illegal to make payments, offers or even promises of anything of value to foreign officials to obtain or retain business or get an advantage. Its also illegal to make such payment to a third party (say the officials wife or sibling). For over 20 years the United States was the only country trying to prohibit bribery to foreign officials. U.S. companies complained they faced either bribing foreign officials and risking FCPA prosecution or losing the contract. Since then, with the urging of the US, international organizations have enacted treaties and conventions aimed at stamping out this practice. The European Union, the United Nations, and the World Bank have adopted resolutions and policies against corruption which has helped to level the playing field. You dont want to get tangled up in bribery! The problem is its rarely easy to tell whether a proposed payment is actually a bribe. For instance, the FCPA doesnt prohibit grease payments which are fees paid to foreign officials to expedite the actions the government would eventually take anyway, such as issuing a routine permit. But suppose you need a permit to build an oil pipeline, and a government agent asks for a few thousand dollars for advising you on environmental issues and compliances to make sure you get the permit. Would that be a grease payment, or a bribe for the officials to look the other way? In light of the new rulings and laws, people of authority rarely ask for bribes, but they may ask for a small payment for advice on doing business there. For instance, if a government agency asks your company to build a park or pave a road in exchange for approval, that wouldnt count as a bribe. This whole scenario is further complicated by the layers of people it might take to get a job done. So, if you hire an agent to work with an agent abroad, how do you know he isnt paying bribes and implicating your firm in corruption? Know what the deal should cost, so you can tell if money is leaking out. Because complying with the many overlapping laws is tricky, dont try it alone. Hire a lawyer with experience in international business to help you through this minefield. In fact, it makes one wonder whether it wouldnt be better just to stay on your home turf! Such is the way it goes when you start doing business overseas.   < >
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  • 229 Places to Run Ads

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    RRv_229 HOT PLACES TO RUN YOUR CLASSIFIED AD

    CLASSIFIED ADVERTISING IS A PROVEN METHOD

    Classified advertising has always been, and will continue to be the favorite method for Mail Order “Pros” to advertise. Almost all Mail Order Pros started with these tiny inexpensive ads since they represent the best cost effective way to reach millions of people.

    TWO BASIC METHODS

    Two basic methods are used with classified advertising. (1) Place an ad offering FREE literature, and then send your literature to all inquiries. A “free” offer will always out pull an ad that requests money, but your overall profits may be larger since you will generate more inquiries. This method is excellent when you are also collecting “Opportunity Seeker” names that you can rent. You should be able to generate fresh National leads for $.20 to $1 using this method. (2) Offer a report for $2 or $3 and then send out other offers with your orders. This eliminates the “Opportunity Seeker” who never buy anything, and your operation is much cleaner and void of “busy” work.

    OVER 200 LISTED PUBLICATIONS

    The following is a listing of over 200 magazines that offer classified advertising. The first group of magazines represent the mail-order “Pros” favorites, and they will always out pull other magazines for opportunity offers. The second group has been selected from thousands of other magazines (1) they offer classified advertising, and (2) they are the least expensive (Word Cost/Circulation ratio). Notice that the last column provides the Word Cost/Circulation ratio. That is, this ratio shows you how much it will cost you for each word for every 1,000 people who get the magazine. The lower this ratio is, the more cost effective it is. For example, if you were to advertise in the National Enquirer, it would cost $8.95 for each word, and it will cost you $.0023 for each 1,000 persons that get the National Enquirer. In this example, if you placed a 10 word ad, it will cost you $89.50, and it will be sent out to 3,500,000 people.

    COST/CIRCULATION RATIOS

    This may seem like an expensive ad, but the cost to get your 10 word ad to 1,000 people is only ($.0023 x 10) = $.023! That’s right – two cents!! For every 1,000 people! Therefore, learn to evaluate the circulation/cost ratio since this will tell you the relative cost that is important. As a further example, consider advertising in the “Hounds And Hunting” (#238). Here the cost for a word is only $.22. Good Deal? NO! In this case your Word Cost per 1,000 is $.0227. Therefore, your cost to place a 10 word ad per 1,000 people is ($.0227 x 10) = $.227! That’s over 10 times more expensive than the National Enquirer! However, if you were selling something for hunting, it might actually pull better than National Enquirer.

    ASK FOR RATE CARD

    Before you place an ad, write to the magazine and ask for their “Rate Card” for both classified ads and space advertising. You will normally receive a large package containing a sample publication, advertising rates, schedules and discounts offered for multiple insertions placed for sequential publication dates.

    This Group of Publications Have Always Proven To Produce Excellent Results For Opportunity Offers:

    # MAGAZINE NAME CIRCULATION

    1. Globe Group 3,000,000 Weekly
    P.O. Box 21
    Rouses Point, NY 12979-0021
    2. The Star 2,900,000 Weekly
    P.O. Box 1510
    Clearwater, FL 34617
    3. National Enquirer 3,500,000 Weekly
    P.O. Box 10178
    Clearwater, FL 34617
    4. Grier’s Almanac 3,011,680 Annually
    P.O. Box 888281
    Atlanta, GA 30356
    5. Field & Stream 2,000,000 Monthly
    Two Park Ave
    New York, NY 10016-5695
    6. Classified, Inc. 25,000,000+ Monthly
    100 E. Ohio Street, Suite 632
    Chicago, IL 60611
    7. Grit 330,496 10 times/yr
    Stauffer’s Magazine Group
    1503 S.W. 42nd St.
    Topeka, KS 66609-1265
    8. Capper’s 353,422 26 times/yr
    Stauffer’s Magazine Group
    1503 S.W. 42nd St.
    Topeka, KS 66609-1265
    9. Popular Science 1,861,155 Monthly
    2 Park Ave.
    New York, NY 10016
    10. Popular Mechanics 1,633,210 Monthly
    224 West 57th Street
    New York, NY 10019
    11. The Workbasket 2,726,000 6 times/yr
    700 West 47th St., Suite 310
    Kansas City, MO 64112
    12. Home Mechanix 1,003,244 Monthly
    2 Park Ave.
    New York, Ny 10016
    13. Crafts ‘N Things 287,828 8 times/yr
    701 Lee St. #1000
    Des Plaines, IL 60016
    14. The Family Handyman 1,000,000 10 times/yr
    28 W. 23rd Street
    New York, NY 10010
    15. Workbench 1,025,000 6 times/yr
    700 West 47th St., Suite 310
    Kansas City, MO 64112
    16. Crafts Magazine 1,000,000 Monthly
    P.O. Box 1790
    Peoria, IL 61656
    17. Money Making Opportunities 222,000 8 times/yr
    11071 Ventura Blvd.
    Studio City, CA 91604
    18. Spare Time Magazine 301,000 9 times/yr
    5810 W. Oklahoma Ave.
    Milwaukee, WI 53219
    19. INC. Magazine 647,211 Monthly
    38 Commercial Wharf
    Boston, MA 02110-3883
    20 Fate 200,000 Monthly
    Llewellyn Publications
    Box 64383
    St. Paul, MN 55164
    21. Income Opportunities 400,000 Monthly
    1500 Broadway, Suite 600
    New York, NY 10019
    22. Success 1,200,000 10 times/yr
    PO Box 570
    Clearwater, FL 34617-0570
    23. Book Business Mart 50,000 3 times/yr
    Premier Publishers
    P.O. Box 330309
    Fort Worth, TX 76163-0309
    24. Opportunity & Income Plus 250,000 Monthly
    73 Spring Street #303
    New York, NY 10012
    25. Entrepreneur 1,700,000 Monthly
    P.O. Box 570
    Clearwater, FL 34617-0570
    26. Black Enterprise 240,000 Monthly
    130 Fifth Ave.
    New York, NY 10011
    27. Mail Profits 15,000 6 times/yr
    P.O. Box 4785
    Lincoln, NE 68504

    This Group Represents More Good Magazines With Low Cost/Circulation Ratios

    28. Hemmings Motor News 261,551 Monthly
    P.O. Box 256 Rt 9 West Blvd
    Bennington, VT 05201
    29. The Old Farmers Almanac 4,400,000 Annually
    PO Box 520/Main Street
    Dublin, NH 03444
    30. The Ladies Birthday Alman. 3,803,450 Annually
    1715 W. 38th St.
    Chattanooga, TN 37409
    31. Cat Fancy 237,528 Monthly
    2401 Beverly Blvd.
    Los Angeles, CA 90057
    32. The Antique Trader Weekly 190,000 Weekly
    P.O. Box 1050
    Dubuque, IA 52001
    33. Cars and Parts 106,111 Monthly
    PO Box 482
    911 Vandermark Rd.
    Sidney, OH 45365
    34. The American Rifleman 1,372,371 Monthly
    470 Spring Park Place
    Herndon, VA 22070
    35. The American Hunter 1,359,643 Monthly
    470 Spring Park Place
    Herndon, VA 22070
    36. Railfan and Railroad 144,216 Monthly
    Carsten’s Publications, Inc.
    P.O. Box 700
    Newton, NJ 07860
    37. Bird Talk 123,134 Monthly
    PO Box 57900
    2401 Beverly Blvd.
    Los Angeles, CA 90057-0900
    38. Model Railroader 181,683 Monthly
    1027 N. 7th St.
    Milwaukee, WI 53233
    39. Sports Collectors Digest 43,361 Weekly
    700 East State St.
    Iola, WI 54990
    40. Muscle Car Review 71,235 10 times/yr
    Dobbs Publishing Group, Inc.
    3816 Industry Boulevard
    Lakeland, FL 33811
    41. The American Legion Magazine 3,004,913 Monthly
    PO Box 1055
    Indianapolis, IN 46206
    42. Crochet World 72,300 6 times/yr
    House of White Birches
    306 East Parr Rd
    Berne, IN 46711
    43. Gun Week 20,000+ Weekly
    Box 488 Station C
    Buffalo, NY 14209
    44. Quiltworld 71,000 6 times/yr
    House of White Birches
    306 East Parr Rd.
    Berne, IN 46711
    45. Woodman of the World Mag. 466,625 Monthly
    1700 Farnam St.
    Omaha, NE 68102
    46. California Senior Citizens 69,000 Monthly
    4805 Alta Canyada Road
    La Canada, CA 91011
    47. Sew News 235,000 Monthly
    P.O. Box 1790 – News Plaza
    Peoria, IL 61656
    48. American Motorcyclist 176,169 Monthly
    33 Collegeview Road
    Westerville, OH 43081
    49. American Collector’s Journal 50,926 Bi-Monthly
    P.O. Box 407
    Kewanee, Il 61443
    50. Shooting Times 196,441 Monthly
    News Plaza
    PO Box 1790
    Peoria, IL 61656
    51. 58 Dog Fancy 135,320 Monthly
    2401q Beverly Blvd.
    Los Angeles, CA 90057
    52. Guns Magazine 205,619 Monthly
    Publisher’s Development
    591 Camino de la Reina, Ste. 200
    San Diego, CA 92108
    53. National History 511,463 Monthly
    488 Madison Ave.
    New York, NY 10022
    54. Baseball Digest 297,490 Monthly
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    55. Farm Journal 730,145 13 times/yr
    230 W. Washington Sq.
    Philadelphia, PA 19106-3599
    56. The Farmer 118,459 21 times/yr
    1999 Shepard Rd.
    St. Paul, MN 55116
    57. Finescale Modelier 77,748 Bimonthly
    1027 N. 7th St.
    Milwaukee, WI 53233
    58. Trains 91,749 Monthly
    1027 N. 7th St.
    Milwaukee, WI 53233
    59. Good Old Days 72,500 Monthly
    House of White Birches
    306 East Parr Rd.
    Berne, IN 46711
    60. Dune Buggies & Hot VW’s 107,302 Monthly
    2950-A7 Airway Ave.
    Costa Mesa, CA 92626
    61. American Handgunner Magazine 179,751 6 times/yr
    Publishers Development
    591 Camino de la Reina, Ste. 200
    San Diego, CA 92108
    62. Fur-Fish-Fame 172,847 Monthly
    2878 E. Main Street
    Columbus, OH 43209
    63. Changing Times 1,372,867 Monthly
    1729 H St., N.W.
    Washington, DC 20006
    64. B’NAI B’RITH JEWISH MONTHLY 171,457 Monthly
    823 United Nations Plaza
    New York, NY 10017
    65. QST 161,442 Monthly
    225 Main Street
    Newington, CT 06111
    66. Railroad Model Craftsman 72,315 Monthly
    Carsten’s Publications, Inc.
    P.O. Box 700
    Newton, NJ 07860
    67. Power Boat 83,224 11 times/yr
    15917 Strathern St.
    Van Nuys, CA 91406
    68. Saturday Evening Post 500,000 6 times/yr
    1100 Waterway Blvd.
    Indianapolis, IN 46202
    69. Successful Farming 575,686 14 times/yr
    Locust at 17th
    Des Moines, IA 50336
    70. Hunting 311,715 Monthly
    8490 Sunset Blvd.
    Los Angeles, CA 90069
    71. Michigan-Out-Of-Doors 101,066 Monthly
    2101 Wood St.
    Lansing, MI 48912
    72. The Rotarian 510,000 Monthly
    1560 Sherman Ave.
    Evanston, IL 60201
    73. Car and Driver 900,691 Monthly
    1515 Broadway
    New York, NY 10036
    74. Organic Gardening 1,188,335 Monthly
    33 E. Minor St.
    Emmanus, PA 18098
    75. Country Music City News 500,000 Monthly
    50 Music Square West, 6th Floor
    Nashville, TN 37203-3246
    76. Bowling 131,351 6 times/yr
    5301 South 76th Street
    Greendale, WI 53129-0500
    77. Motor Trend 738,964 Monthly
    8490 Sunset Blvd
    Los Angeles, CA 90069
    78. Soldiers of Fortune 105,000 Monthly
    P.O. Box 693
    Boulder, CO 80306
    79. W.C. – Cross Stitch 72,851 Bimonthly
    306 East Parr Rd
    Berne, IN 46711
    80. Equus 138,011 Monthly
    656 Quince Orchard Rd.
    Gaithersburg, MD 20878
    81. Our Sunday Visitor 115,000 Weekly
    200 Noll Plaza
    Huntington, IN 46750
    82. W.C.- Home Cooking 68,265 Monthly
    306 East Parr Road
    Berne, IN 46711
    83. Flower and Garden 4,171,000 6 times/yr
    700 West 47th. St., Suite 310
    Kansas City, MO 64112
    84. Full Cry 33,955 Monthly
    Gault Publications
    P.O. Box 10
    Boody, IL 62514
    85. American Cage-Bird Mag. 40,000 Monthly
    One Glamore Court
    Smithtown, NY 11787
    86. Prorodeo 26,567 Bi-weekly
    101 Prorodeo Dr.
    Colorado Springs, CO 80919
    87. Football Digest 203,182 10 times/yr
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    88. Guns & Amo 521,638 Monthly
    8490 Sunset Blvd.
    Los Angeles, CA 90063
    89. Modern Photography 650,386 Monthly
    825 Seventh Ave.
    New York, NY 10019
    90. Family Motor Coach Association 98,000 Monthly
    8291 Clough Pike
    Cincinnati, OH 45244
    91. The Highlander 38,000 7 times /yr
    P.O. Box 397
    Barrington, IL 60011
    92. Craft Art Needlework Digest 101,189 Bimonthly
    P.O. Box 584
    Lake Forest, IL 60045
    93. Yankee 2,900,000 Monthly
    Yankee Publishing, Inc.
    4850 Gaidrew Road
    Alpharetta, GA 30201
    94. National Speed Sport News 75,000 Weekly
    P.O. Box 608
    79 Chestnut Street
    Ridgewood, NJ 07451-0608
    95. National Review 240,000 25 times/yr
    150 E. 35 Street
    New York, NY 10016
    96. Collectors Mart 86,623 6 times/yr
    P.O. Box 12830
    Wichita, KS 67277
    97. Lapidary Journal 35,982 Monthly
    P.O. Box 80937
    San Diego, CA 92138
    98. Easyriders 356,590 Monthly
    28210 Dorothy Dr.
    Agoura Hills, CA 91301
    99. Video Review 450,001 Monthly
    902 Broadway
    New York, NY 10010
    100. Basketball Digest 104,238 8 times/yr
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    101. Winning! Newsletter 100,000 Monthly
    5300 City Plex Tower
    Jenks, OK 74037-5300
    102. Teddy Bear and Friends 60,743 6 times/yr
    900 Fredrick Street
    Cumberland, MD 21502
    103. Women’s Circle 49,100 6 times/yr
    House of White Birches
    306 East Parr Road
    Berne, IN 46711
    104. Shutterbug 90,000 Monthly
    PO Box F
    Titusville, FL 32781
    105. High Fidelity 300,172 Monthly
    825 7th Ave.
    New York, NY 10019
    106. Skiing 440,370 7 times/yr
    1515 Broadway
    New York, NY 10036
    107. Soundings 105,606 Monthly
    33 Pratt St.
    Essex, CT 06426
    108. Motorcyclist 209,757 Monthly
    8490 Sunset Blvd.
    Los Angeles, CA 90069
    109. Horoscope 104,200 Monthly
    245 Park Ave.
    New York, NY 10167
    110. Practical Homeowner 708,504 9 times/yr
    33 E. Minor St.
    Emmaus, PA 18048
    111. Bassmaster 530,757 Monthly
    One Bell Rd.
    Montgomery, AL 36117
    112. Antique Monthly 66,243 Monthly
    P.O. Drw. 2
    Tuscaloosa, AL 35402
    113. Pipe Smoker 25,000 Monthly
    P.O. Box 22085
    Chattanooga, TN 37422
    114. Banana Republic Trips Mag. 300,000 Monthly
    One Harrison St.
    San Francisco, CA 94105
    115. Camping & RV Magazine 20,000 Monthly
    P.O. Box 337
    Iola, WI 54945
    116. Women’s Household 39,200 Quarterly
    House of White Birches
    306 East Parr Road
    Berne, IN 46711
    117. Body, Mind & Spirit 152,000 Monthly
    P.O. Box 701
    Providence, RI 02401
    118. Cycle 373,398 Monthly
    1515 Broadway
    New York, NY 10036
    119. Today’s Chicago Woman 125,000 Monthly
    200-West Superior, #400
    Chicago, IL 60610
    120. Lottery Player’s Magazine 180,127 Monthly
    321 New Albany Rd.
    Moorestown, NJ 08057
    121. Video 407,050 Monthly
    460 W. 34th St
    New York, NY 10001
    122. Archery 113,023 Monthly
    319 Barry Ave. Suite 101
    Wayzata, MN 55391
    123. The Quarter Horse Journal 67,664 Monthly
    2701 I-40 East P.O. Box 200
    Amarillo, TX 79168
    124. W.C. – Country Needlecraft 44,508 Monthly
    306 East Parr Rd.
    Berne, IN 46711
    125. Modern Drummer 78,400 Monthly
    870 Pomton Ave.
    Cedar Grove, NJ 07009
    126. International Travel News 26,109 Monthly
    2120 28th St.
    Sacramento, CA 95818
    127. Worldradio 25,833 Monthly
    2120 28th St.
    Sacramento, CA 95818
    128. Kiwanis 279,249 Monthly
    3636 Woodview Trace
    Indianapolis, IN 46268
    129. Power and Motoryacht 135,319 Monthly
    1234 Summer St.
    Stamford, CT 06905
    130. Modern Electronics 75,241 Monthly
    76 N. Broadway
    Hicksville, NY 11801
    131. Sail 175,212 Monthly
    100 First Ave
    Charlestown, MA 02129
    132. The Lutheran 1,083,181 Monthly
    426 S. Fifth Ave.
    Minneapolis, MN 55448
    133. Americana 325,186 Monthly
    29 W. 38th St.
    New York, NY 10018
    134. The Horse Trader 28,370 Monthly
    P.O. Box 728
    Middlefield, OH 44062
    135. Passenger Train Journal 16,151 Monthly
    P.O. Box 6128
    Glendale, CA 91205
    136. Runner’s World 451,512 Monthly
    33 E. Minor St.
    Emmaus, PA 18049
    137. The Log 46,960 Monthly
    P.O. Box 89309
    San Diego, CA 92318
    138. Harvard Magazine 186,677 Monthly
    7 Ware St.
    Cambridge, MA 02138
    139. Horse Illustrated 135,609 Monthly
    25025 I-45 North, Suite 390
    Spring, TX 77380
    140. Trailer Boats 72,501 Monthly
    20700 Belshaw Ave.
    Carson, CA 90746
    141. Skip 35,400 Monthly
    P.O. Box 404
    Bala Cynwyd, PA 19004
    142. Trailblazer 94,572 Monthly
    15375 S.E. 30th Place
    Bellevue, WA 98007
    143. Saltwater Sportsman 128,521 Monthly
    186 Lincoln St.
    Boston, MA 02111
    144. Midwest Outdoors 37,773 Monthly
    111 Shore Dr.
    Burr Ridge, IL 60521
    145. Golf 912,157 Monthly
    380 Madison Ave.
    New York, NY 10017
    146. Southern Outdoors 288,963 Monthly
    P.O. Box 17915
    Montgomery, AL 36141
    147. Cats Magazine 129,332 Monthly
    445 Merrimac Dr.
    Port Orange, FL 32019
    148. The Western Horseman 162.369 Monthly
    3850 N. Nevada Ave.
    Colorado Springs, CO 80933
    149. Guitar World 128,823 Monthly
    1115 Broadway
    New York, NY 10010
    150. Mother Jones 183,864 Monthly
    1633 Misson St.
    San Francisco, CA 94103
    151. Flying Models 27,073 Monthly
    Box 700
    Newtown, NJ 07860
    152. Golf Digest 1,239,100 Monthly
    5520 Park Ave.
    Trumbull, CT 06611
    153. Fishing World 341,215 6 times/yr
    700 West 47th St., Suite 310
    Kansas City, MO 64112
    154. The Christian Herald 142,376 Monthly
    40 Overlook Dr.
    Chappaqua, NY 10514
    155. UCLA Monthly 186,000 Monthly
    1633 Westwood Blvd., Ste 110
    Los Angeles, CA 90024
    156. Video Marketplace 140,000 Monthly
    990 Grove St.
    Evanston, IL 60201
    157. The Owner Builder 66,150 Monthly
    1516 Fifth St.
    Berkeley, CA 94710
    158. Pennsylvania Sportsman 65,490 Monthly
    P.O. Box 5196
    Harrisburg, PA 17110
    159. Woodenboat 103,180 Monthly
    P.O. Box 78
    Brooklyn, ME 04616
    160. The Ensign 54,534 Monthly
    P.O. Box 31664
    Raleigh, NC 27622
    161. Small Boat Journal 57,103 Monthly
    Box 400
    Bennington, VT 05201
    162. Women’s Sports and Fitness 300,708 Monthly
    809 S. Orlando Ave., Ste H
    Winter Park, FL 32789
    163. Dirt Bike 131,930 Monthly
    10600 Sepulveda Blvd.
    Mission Hills, CA 91345
    164. True West 32,939 Monthly
    P.O. Box 2107
    Stillwater, OK 74076
    165. Jazz Times 49,237 Monthly
    8055 13th St., Suite 301
    Silver Springs, MD 20910
    166. Tours & Resorts 194,716 Monthly
    990 Grove St.
    Evanston, IL 60201
    167. Hockey Digest 103,506 Monthly
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    168. Canoe 64,060 Monthly
    P.O. Box 3146
    Kirkland, WA 98083
    169. The Nation 79,978 Monthly
    72 5th Ave
    New York, NY 10011
    170. World Tennis 383,059 Monthly
    3 Park Ave.
    New York, NY 10016
    171. The BackStretch 25,380 Monthly
    19363 James Couzens Hwy.
    Detroit, MI 48235
    172. Motor Boating and Sailing 141,463 Monthly
    224 W. 57th St.
    New York, NY 10019
    173. Car Collector/Car Classics 31,318 Monthly
    P.O. Box 28571
    Atlants, GA 30328
    174. Circus 281,842 Monthly
    3 West 18th St.
    New York, NY 10011
    175. National Lampoon 250,002 Monthly
    155 Avenue of the Americas
    New York, NY 10013
    176. Total Health 71,010 Monthly
    6001 Topanga Canyon Rd.
    Woodland Hills, CA 91367
    177. Bestways 161,815 Monthly
    P.O. Box 2028
    Carson City, NV 89702
    178. Writer’s Digest 220,196 Monthly
    1507 Dana Ave.
    Cincinnati,OH 45207
    179. Boating 188,057 Monthly
    1515 Broadway
    New York, NY 10036
    180. Horticulture 178,508 Monthly
    20 Park Plaza, Suite 1220
    Boston, MA 02116
    181. New Age 151,730 Monthly
    342 Western Ave.
    Brighton, MA 02135
    182. N.J. Hunting and Fishing 15,000 Monthly
    P.O. Box 100
    Somerdale, NJ 08083
    183. Dog World 64,732 Monthly
    29 North Wacker Dr.
    Chicago, IL 60606
    184. Outdoor America 43,422 Monthly
    1701 N. Ft. Meyer Dr.
    Arlington, VA 22209
    185. Sport Fishing 109,384 Monthly
    809 South Orlando Ave.
    Winter Park, FL 32789
    186. Old West 28,385 Monthly
    P.O. Box 2107
    Stillwater, OK 74076
    187. Treasure 22,679 Monthly
    6745 Adobe Rd.
    29 Palms, CA 92277
    188. Petersen’s Photo Magazine 283,010 Monthly
    8490 Sunset Blvd.
    Los Angeles, CA 90069
    189. Fine Woodworking 296,773 Monthly
    P.O. Box 355
    Newtown, CT 06470
    190. Old House Journal 97,948 6 times/yr
    69th & Seventh Ave.
    Brooklyn, NY 11217
    191. Snowmobile 419,478 Monthly
    319 Barry Ave.S., Suite 101
    Wayzata, MN 55391
    192. Lost Treasure 41,423 Monthly
    P.O. Box 937
    Bixby, OK 74008
    193. Cycle News 60,700 Monthly
    2201 Cherry Ave.
    Long Beach, CA 90806
    194. Yachting 136,028 Monthly
    1515 Broadway
    New York, NY 10036
    195. The N.Y. Review of Books 114,234 Monthly
    250 E. 57th St.
    New York, NY 10107
    196. American Film 133,232 Monthly
    3. E. 54th St.
    New York, NY 10022
    197. Pure-Bred Dogs Amer. Kennel 53,950 Monthly
    51 Madison Ave.
    New York, NY 10010
    198. Knitting Digest 25,600 6 times/yr
    House of White Birches
    306 East Parr Rd.
    Berne, IN 46711
    199. American Photographer 254,107 Monthly
    1515 Broadway
    New York, NY 10036
    200. Saturday Review 200,000 Monthly
    214 Massachusetts Ave. N.E.
    Washington, DC 20002
    201. Human Events 36,695 Monthly
    422 1st St. S.E.
    Waashington, DC 20037
    202. American Business 104,772 Monthly
    1775 Broadway
    New York, NY 10019
    203. Classic Toy Trains 10,000 Monthly
    11027 North Seventh St.
    Milwaukee, WI 53233
    204. Auto Racing Digest 44,124 Monthly
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    205. Soccer Digest 27,929 Monthly
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    206. High Technology Business 203,678 Monthly
    214 Lewis Wharf
    Boston, MA 02110
    207. The Western Boatman 23,961 Monthly
    20700 Belshaw Ave.
    Carson, CA 90746
    208. Archaeology 105,146 Monthly
    15 Park Row
    New York, NY 10038
    209. Motorcross Action 92,257 Monthly
    10600 Sepulveda Blvd.
    Mission Hills, CA 91345
    210. Threads 125,913 Monthly
    P.O. Box 355/63 S. Main St.
    Newtown, CT 06470
    211. UTNE Reader 67,449 Monthly
    2732 West 43rd St.
    Minneapolis, MN 55410
    212. Yoga Journal 44,819 Monthly
    2054 University Ave.
    Berkley, CA 94704
    213. Practical Horseman 55,752 Monthly
    Gum Tree Corner
    Unionville, PA 19375
    214. Dirt Wheels 88,632 Monthly
    10600 Sepulveda Blvd.
    Mission Hills, CA 91345
    215. Hounds and Hunting 9,697 Monthly
    Box 372
    Bradford, PA 16701
    216. Backpacker 172,111 Monthly
    1515 Broadway
    New York, NY 10036
    217. Bowling Digest 104,159 Monthly
    Trump Card Marketing
    222 Cedar Lane
    Teaneck, NJ 07666
    218. Darkroom Photography 70,508 8 times/yr
    9021 Melrose Ave.
    Los Angeles, CA 90069
    219. Miniature Collector 23,602 Quarterly
    170 5th Ave.
    New York, NY 10010
    220. Gun Dog 62,973 Bimonthly
    1901 Bell Ave., Suite 4
    Des Moines, IA 50315
    221. BLUMS FARMERS ALMANAC 100,000 Annually
    3301 Healy Dr. S.W.
    Winston-Salem, NC 27103
    222 The Magazine Antiques 60,578 Monthly
    980 Madison Ave.
    New York, NY 10021
    223. Hispanic Business 107,875 Monthly
    360 S. Hope Ave., Suite C.
    Santa Barbara, CA 93105
    224. Linn’s Stamp News 74,082 Weekly
    P.O. Box 29
    Sidney, OH 45365
    225. Sel!ing 100,000 Quarterly
    PO Box 570
    Clearwater, FL 34617-9862
    226. Mustang Monthly Monthly
    Dobbs Publishing Group, Inc.
    3816 Industry Boulevard
    Lakeland, FL 33811
    227. Super Ford Monthly
    Dobbs Publishing Group, Inc.
    3816 Industry Boulevard
    Lakeland, FL 33811
    228. Corvette Fever Monthly
    Dobbs Publishing Group, Inc.
    3816 Industry Boulevard
    Lakeland, FL 33811
    229. Mopar Muscle 6 times/yr
    Dobbs Publishing Group, Inc.
    3816 Industry Boulevard
    Lakeland, FL 33811

    DISCLAIMER: The publishing business is a fickle one and magazines come and go rapidly. Please check the list of references against the current year issue of Witers Market (available in any library or bookstore).
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  • sales process

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    WORK YOUR SALES PROCESS

    Everyone would agree that a structured sales method is needed for maximum efficiency, yet we all know of companies that ignore this fact. Without a set of steps or structure, sales are lost or ineffective so the process in use has to be assessed.

    Perhaps your problem is that you havent taken the time to develop and implement a sales process. This may be because you viewed it as busywork with too many forms to fill out, or you felt that your sales team would perceive it as a control tactic. Whatever your reason for delay, now is the time to correct the error and increase sales. To do this we must evaluate our reasoning about our customers.

    Instead of asking What do we need to do to close this deal? You should be asking, What does the customer need to do in order to buy? This change results in a major shift in how you think about the job of selling. Consider these points:

    What is the buying process of this customer? We need to know what it will take, and who needs to be involved for this client to make a purchase.

    Where is our client in their buying processes? Is your client a day or two away from signing a contract, or are they still kicking the tires?

    What is the next reasonable step they must take? If you can figure out where they are and what its going to take to make them buy, then we can find the next logical step for them to take.

    What can we do to get them to take that step? Once we know what our customer needs to do next, then we can figure out what we need to do next in our selling process.
    We should operate with the knowledge that everything we do in our sales process is done to help our clients do what they need to do to buy. Any action that we take that is not done with the intent of empowering or encouraging our client to move closer to a purchase is wasted energy.

    The same logic holds true for any meetings with company executives of your prospect. Ask yourself what exactly is it that you want your client to do as a result of this meeting? You should never go into any meeting without a plan of what you want that meeting to accomplish. Do you want that company bigwig to:

    Endorse your plan, and have you meet with some of the other executives?
    Schedule a meeting where you can bring in an associate to provide a better under-standing of how your product will benefit this client?
    Commit to or schedule a time to meet again with you for your recommendations for meeting their needs?

    Always have a plan of action before you deal with your sales prospect so that its a fruitful use of time.

    This may seem like a lot of work before the sale, but remember before you drive over to see a client or worse, get on an airplane to fly there if we dont have a knowledge of their buying process and where they are in that process, we wont know what to say or do to enable them. Then we are nothing more than a professional visitor not a professional sales person.

    
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