Bil Myers -Unfair Advantage - PDFCOFFEE.COM (2024)

The purchaser of this volume is hereby authorized to use all forms contained in this work for non-profit, educational, or private purposes. Such use requires no further permission from the Publisher and no payment of royalties or any other type of permission fee. The reprinting of any documents in this book for commercial purposes is prohibited without the express written permission of the Publisher. Group M Inc., 321 Ouachita Avenue, Hot Springs, AR 71901. Phone 1-501321-1845. Bill Myers Group M Inc.

Copyright 1992 by Group M, Inc. All Rights Reserved. No part of this book may be reproduced by any means without the written permission of the publisher except as follows: Pages may be reproduced by the purchaser for use in connection with his or her business. All other publisher’s rights under copyright laws will be enforced.

Table of Contents

Copyright Permission Certificate ................................................................1 Table of Contents ..........................................................................................2 Making Your Business Grow Using the Written Word .............3 Getting the Most Out of Your Written Correspondence ..........5 Our Desktop Publishing Computer Setup ..................................7 Press Releases ................................................................................9 Classified Ads ...............................................................................23 Display Ads ..................................................................................29 Direct Mall Letters and Response Packs ..................................44 Cover Letters ...............................................................................89 Testimonial Letters ................................................................... 108 Seminars .................................................................................... 130 TV Commercial Scripts ............................................................ 184 Miscellaneous Letters .............................................................. 191 Miscellaneous Forms................................................................ 202 Brochures & One Page Flyers ................................................ 219 Obtaining Updates.................................................................... 228

Making Your Business Grow Using the Written Word

It’s

probably the most powerful tool of any business, and also the most neglected. Using it properly can make the difference between success or failure. Between happy customers or no customers. Between growth or closure. To use this powerful tool requires no special skills or equipment, costs less than 44) cents to implement, but can have a most profound effect on any business large or small. This tool is—written communication. Usually in the form of a letter. Sometimes in the form of a display or classified ad. Regardless of the form used, the results can be dramatic. Our own business grew from an idea and $200 in 1988 into an internationally known and respected product development and marketing company with over a million dollars in sales in less than three and a half years. And almost every penny we earned, every project we undertook, every major advancement we made was the result of a letter we had written to someone. A single letter can make a difference. The investment in a single stamp, piece of paper, and an envelope may be under 50 cents, but the return on that single letter can be worth hundreds of thousands of dollars. We know. It worked that way for us. And it is working that way for many other beginning and growing businesses. Still, many businesses don’t understand the need or beneficial return of writing letters. And some that do, don’t know exactly where to start. So to show others how it has worked for us, we compiled this book of letters we’ve used to help our business grow. As you read through this book you’ll see how we used the written word in many different ways to make our business grow. You’ll see how a single letter can save you hundreds of dollars, or earn you thousands. You’ll see how to use letters to build customer good will. To make connections with celebrities. To find new clients. And how to get free publicity for your new business or product. And alongside each letter you’ll see information I’ve supplied telling you why the letter was created, how it was used, and the effect it had. Plus, in many letters I’ll tell you the psychology that went into writing the letter so you’ll understand why I did certain things the way I did. I’ve also included some personal letters I wrote that may also help you in your personal life. You’ll see the letter I developed that allowed me to sell my home in just 14 days - in one of the most depressed real estate markets in North America. Everything you see in this book is an actual letter, display ad, or classified ad I’ve used in my own business, or something we developed to help other people use in their business. Some letters are actually one of a series of letters. Each series of these letters is so noted so you can keep up with the development over time. (A good example is the series of letters that led to my developing a business

Unfair Advantage

relationship with Marketing Guru Gary Halbert.) Anyway, this is the real thing. Just the way it happened. Except in some cases the names have been changed to protect the innocent. You have my permission to use these letters any way you like (as long as you don’t sell them to others). If you need any extra help, feel free to call my office. The number is 1-501- 321-1845. Our office hours are 8:30 to 5:00 Central Standard Time. Again, I wish you all the success in your business venture. Sincerely,

Bill Myers P.S. Feel free to send me copies of the letters, ads, and other correspondence that you develop. If you want me to critique it and send it back to you, be sure to say so. Send your letter to Group M, 321 Quachita Avenue, Hot Springs, AR 71901.

One of the first things we discovered when we began using the written word as a means to reach

Getting the Most Out of Your Written Correspondence

our customers and- business contacts was that the ‘look’ of these letters had a tremendous impact on how our company was perceived by the recipient of the letter. For example, in our earliest letters we used a computer word processor to develop the correspondence and printed the result out on our cheap dot matrix printer. When we mailed these letters, we got little or no response. We discovered much later that the reason these letters didn’t work was that they looked like they came from amateurs. They did not have the look of a letter from a successful business. And this caused a lack of credibility in anything we said in the letter. This lack of credibility cost us money, and lost the respect of the people we needed most for survival— customers who bought our products and magazine editors who made the decision on whether to print our press releases. It was pure luck that we solved this problem. We had just upgraded to more powerful word processing software, and the examples in the manual showed what the program could do if you were using a laser printer. We were so impressed by these examples that we gathered up all our credit cards and went out and bought a Hewlett Packard laser printer. And that was one of the best moves we made. Because from that point on, everything we printed and mailed had the look of success. And the results were overwhelming. Just from the look of our letters people got the impression we were a well-funded corporation that went to great lengths to make sure everything was right. And that perception gave people added confidence in our company which translated into more and more sales. About the same time we noticed that more and more magazine editors, the same ones that had trashed our earlier press releases, were beginning to print our most recent ones. And this too translated into sales. And these new sales were not because we had changed the wording of our sales letters or press releases, but because we changed the way we printed them. Adding a laser printer to your business is probably one of the fastest ways to improve the perceived image of your company to the outside world. If you don’t already have a laser printer you can use to print all your sales letters, press releases, and general correspondence on, get one. Your letters, press releases, and ads will look like a million bucks. And that can make all the difference in your success. (Which would you rather do business with... a company that sent you a very professional letter, or a company that sent something that looked like it came from someone down on his luck living in a mobile home?)

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It’s kind of funny really. When I got started in this business my home had just been destroyed by a tornado and I was living in an 8’ by 32’ mobile home. I didn’t have indoor plumbing, and my telephone was fifty yards from my front door attached to a temporary pole. My nearest neighbor was eight miles down a dirt road. I was living in the backwoods of Arkansas in true poverty conditions. Yet when people received business correspondence from me, they just assumed from the look’ of the letters that I was a major player in a profitable corporation. And that gave them the confidence to do business with me. People do judge a book by its cover. And first impressions do count. So be sure to take a look at every piece of correspondence you mail. Every time someone sees printed information from your company they receive subliminal impressions about your business. Impressions about whether you are a professional or an amateur, precise or careless, neat or messy, in control or negligent. These messages are all in the appearance of your letter, ad or press release. The good news is that you have complete control of the impression you deliver. You control the layout, the font size, the quality of the paper, the format and style, and the size and type of letterhead. Getting these elements to work together to your advantage is as important as what the words say on the paper. There are several good books on graphic layout you can use for reference, but perhaps the best reference is letters sent out by the really successful people in the industry. These letters can be invaluable reference tools when you are trying to develop the look that works. We save and file every piece of mail we get, and use these as guides to improve our own letters. I suggest you do the same thing. And never forget or take it for granted...

The look of a letter is almost as important as what the letter actually says!

Our Desktop Publishing Computer Setup

The advent of low cost home and business computers has made it possible for just about anyone to turn out letters, books, ads, and press releases that look like they were created by expensive Madison Avenue ad agencies on the best typesetting and graphics equipment that money can buy. Having the ability to do this at a low cost is a tremendous competitive advantage for the small business owner. Today almost everyone has a personal computer. Yet many people haven’t taken advantage of all the things a computer can do for them. This is mostly due to the fact that some very popular computer programs are extremely difficult to use, and have led many people to believe that all computers and programs are difficult to use. Fortunately, this is not the case. Especially when it comes to word processing or document preparation. As computers have become more powerful, the software has become easier to use. As an example, it normally takes us less than an hour to train someone to use our own in-house desktop publishing system. (Of course, we’ve got five years practice so we know what is important to teach) Anyway, since so many people have called and asked us about the system we use, I’ve decided to include a complete listing of all the components. Here it is.

Our In-House Desktop Publishing System Computer IBM PC 386 compatible with 640K memory, one floppy drive and one 40 megabyte hard drive, with a VGA monitor—You can accomplish word processing on almost any kind of computer, but we like the IBM compatibles because there is a tremendous amount of software, they are reliable, and best of all, very inexpensive. You can get a computer like ours for under $800. Software Ventura Publisher—This is professional typesetting software that is capable of printing everything from simple business cards to 500 page books. It is more powerful than what most people need, but is very easy to learn and use. Mail order price for this program is around $300. Printer Hewlett Packard Laser Jet LIP laser printer with Postscript cartridge—When it comes to laser printers no one can beat the HP for reliability and durability. The unit we use costs around $700, and the Postscript cartridge (which includes 30 fonts) costs about $270.

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Other Considerations We’ve recently begun experimenting with Windows software on our computers, and have discovered the graphics capabilities adds a new dimension to our publishing potential. Some of the letters in this book were created using Windows Draw. One final point. Before we write a letter or an ad, we define what we want the letter to accomplish. Then we think about the person who will i4 reading what we write and we try to figure out what it would take to cause them to take the action we want. We write down the hot buttons we feel will make the reader react, and then write a letter (or ad) using those as the key points and theme of the document. We think the development of any letter or document should be driven by the wants and needs of the person receiving the letter. They are the important ones. To summarize, get your hands on a laser printer, define exactly what it is you want your letter to accomplish, write down the hot buttons that will make the person reading the letter react, and then do it.

Press Releases

Writing a good press release and mailing it to the right people is usually the quickest and least expensive way for any business to generate a lot of new customers and orders. Yet, the majority of businesses don’t write or make available to magazine or newspaper editors a single press release. What a lot of businesses don’t realize is that many magazines and newsletters depend on these press releases to fill their pages. And all you have to do to get your press release printed in some publications is to mail them one. We’ve used a lot of press releases back when we didn’t have enough money to buy advertising. And we still use them today, for every new product we put on the market. Over the years we’ve learned that when writing a press release, these are our main objectives: 1.

To get the press release accepted by the magazine editor and printed in the publication.

Once printed, to get the press releases read by people who get the magazine.

To get the desired reaction from people who read the press release and are potential customers. (We define the desired action before we write the press release.)

As you look at the following examples of press releases, notice how many of them do not look like a standard press release at all. Instead, they look like articles. And this is intentional. We’ve discovered that writing a press release that looks and reads like an article from the magazine has a good chance of ending up as a featured article in the magazine. When this happens, not only do we get lots and lots of free publicity, we usually also get an author’s fee for the article. That’s right, they run the press release/article and pay us for writing it! Here’s how to go about writing a press release that will make you money.

Guide to Getting a Press Release/Article Printed 1. Identify magazines and newsletters whose readers are specifically interested in the product or service your press release will be about. Avoid the general interest publications that cover a wide range of subjects and target just the publications that reach your potential customers. (Look in Oxbridge Directory of Magazines and Newsletters for the best places to put your press release.) 2. Once you’ve identified a particular magazine or newsletter that reaches your audience, call and get a sample copy of the publication.

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3. With the sample copy of the publication in hand, look through it and identify all the press releases or press release/articles printed in it 4. Using the sample press release or article already printed in the selected publication as a guide, write your own press release. Structure your press release so it closely resembles ones already printed in the publication. Include all the elements found in the printed release. This includes photos, typestyle, total length of press release, length of headline, everything. 5. Once you’ve written and proofread your press release, print it out in a format that fits in the magazine. This is so you’ll have an idea of how it’ll look if the magazine accepts it If the press release is too long or too short, fix it. You want to be sure your press release/article is just right for the magazine. 6. After you’ve done all this, print the press release on your laser printer using your best paper, attach a high quality black and white photo, write a short cover letter, and send the press release to the editor of the publication. 7. Repeat this same process with several other publications. General Notes: 1. On all press releases (but not on articles) include the phrase, ‘Review copies available’. This gives the editor a chance to decide to write a full review of the product Don’t do this on articles though, they should be the equivalent of a review for the product anyway. 2. Always include a photo with the press release. We go to great lengths to pose the photo in a manner that is most likely to appeal to potential customers. 3. Always send a press release in a 9 x 12 envelope, with a cardboard insert to keep it from being bent. 4. Always call the magazine and identify the proper spelling of the name of the person the press release article should be sent to. 5. Always be prepared to answer questions about anything printed in the press release. The editor may call, and if the press release is printed customers will call. Always treat these calls like they are the most important ones you’ll ever get. Because they are.

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Simple Press Release Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax)

FOR IMMEDIATE RELEASE Desktop Video and The Amiga Computer tape available

A new videotape, Desktop Video and The Amiga Computer, is designed to introduce viewers to the tools and technology of desktop video. This two-hour video tape produced by Group M Video provides viewers with useful information on setting up and using a desktop video system to create their own professional video productions. This tape includes sections on selecting computer hardware, computer software, interfacing with a genlock, and setting up a low-cost studio. Also included are video reviews and examples of video output from the most popular desktop video software programs available today. These video reviews cover character generator, titling, paint, animation, digitizing, and 3D software. The Desktop Video and The Amiga video is available from Group M Video for $30. Orders can be placed by calling 1-501-321-1845. Contact: Bill Myers – 501-321-4845 ***View copies of this tape are available upon request This is one of our earlier press releases written back in the days when we couldn’t afford to advertise. This release convinced us we didn’t need money to get exposure in the magazines we wanted to be in. When we sent the release, we included a photo of the product being mentioned in the release. This release appeared in several publications, and generated thousands in sales.

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Simple Press Release Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax)

FOR IMMEDIATE RELEASE Easy Guide to Pro Video Gold videotape available A new video tape, The Easy Guide to Pro Video Gold, is designed to show video producers the quickest and easiest way to master Pro Video Gold character generation software for the Amiga computer. This sixty minute ‘guerilla’ video tape produced by Group M Video comes with a Pro Video Gold data disk containing over 250 ready-to-use graphic screens that can be easily modified to meet each customer’s video graphics requirements. The video includes sections on preparing an Amiga computer to produce graphics, setting up monitors, and using genlocks to get the most professional results. Also covered are selecting fonts, using edges and shadows, creating quick backgrounds, using transitions effectively, and creating pal alerts with cable TV in mind. Simple but effective demonstrations allow viewers to learn quickly by seeing it done. The Easy Guide to Pro Video Gold covers all releases of Pro Video character generator software for the Amiga computer, and is available from Group M Video for $30. Additional information about this tape is available by calling 1-501-321-1845. Contact: Bill Myers – 501-321-4845 ***View copies of this tape are available upon request Another simple Press Release in the standard press release format. Notice how the headline of this Press Release is designed to instantly grab the attention of Pro Video Gold software users. We didn’t say “Group M announces…” in the headline because readers don’t give a hoot about Group M. Readers are looking for things that can help them, and that is why this Press Release is written the way it is.

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Press Release/Review Pre-publication Information

The Easy Guide to Pro Video Gold ‘Finally, a videotape that reaches you to become an expert with Pro Video Gold in less than an hour!” If you are using your Amiga computer in video production then you probably already know that Sheriff System’s Pro Video Gold is the program to have for all your titling and character generation needs. This full featured program can do it all! Unfortunately, most users don’t have the time to learn all the great features of this software, and end up producing just mediocre results. But you don’t have to settle for that. With the Easy Guide to Pro Video Gold video from Group M, you can master this program in less than one hour. This tutorial video covers it all - fonts, shadows, edges, transitions, quick backgrounds, color combinations, palette modification, genlocking, anti-aUasing... all the things you need to know to put together ‘knock-our’ graphics. And included with the tape is a special data disk packed with over 80 examples of Pro Video Gold ‘knock our’ graphic screens which can be used as tools to build your own stunning graphics. With this disk and tape, you’ll be able to duplicate or customize any and every graphic shown on the tape for your own video uses! The data disk is designed so that with minimal modification, it can be used by you to create a demo video to give to your potential customers showing what kind of graphics you can create!!! This disk is an ideal way to pick up new clientele as it fully shows all the neat graphics effects you can produce! The Easy Guide to Pro Video Gold video and disk covers all versions of the Pro Video series, including the newest release, Pro Video Post. It’s all here, and it’s available now from Group M, producers of the Desktop Video tape series for just $39 (retail). Call 1-501-321-1845 for more details! This Press Release was written to appear as a review that the intended publication could use “as is” in the magazine’s new products section. The informal tone of the review makes it appear to be written by an independent reviewer, and may magazines picked up and reprinted this Press Release exactly as it was reprinted above. Included with the Press Release was a professionally posed black and white photo.

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Press Release/Article Photo Shown Here Bill Myers has put together his own ‘Desktop Video’ production studio so that he can produce what he calls ‘Guerilla’ video from his home in Hot Springs, Arkansas.

Guerilla Video from Arkansas? By Jojo Gunn ‘On Assignment Business Writer’ Hot Springs, Arkansas - The Guerilla Video Network is not a reality yet, but if Bill Myers has his way, it may be sooner than you think. Myers, an Arkansas businessman, says people are fed up with American network TV. “It seems the networks try to create programming that appeals to the lowest elements of our society, which means most of middle America has to stoop to their level of entertainment or do without.” His concept is ‘guerilla’ video. Videos and TV programming produced by the people and for the people. Programming that could be created by anybody, and made available to those that wanted it via satellite or videocassettes. Programming produced in the home video studio. Of course there was the problem of technology. Myers lives in the backwoods of Arkansas, along way from the nearest TV studio. And Myers had no experience with TV production, other than “30 years as a viewer’, as he tells it. And a modern TV studio can be very expensive to put together, even if one knows what he is doing. But Myers, who has a background in computers, felt sure that somehow a personal computer could be used to create the graphics and animation necessary for modern videos, and this could be combined with video footage shot and edited with camcorders and VCRs. A Desktop Video Solution Alter six months of research, Myers discovered ways to mimic broadcast quality video productions in a studio that cost him less than 55,000 to set up. About half of the cost was for the computer, the rest was for the camera, VOl, lights and studio props. “The key to my success was that the technology I needed just happened to be available at the right time. The most important device, the genlock for the computer, just hit the market a few months ago.” With his desktop video studio up and running, Myers has found he can produce animation, graphics and special effects that rival those of the major network at a fraction of the cost in time and equipment. Since putting together his studio, Myers has produced 11 different video documentaries and ‘how-to’ tapes that are targeted for “the Americans that Hollywood forgot. Those who have above average intelligence want to do more with their lives than just watch TV.” Myers said he feels this new technology will open doors for people who have found they couldn’t get their ideas aired on mainstream TV. “People are interested in this technology. They know how powerful TV can be, and people view desktop video as an opportunity to change the world or, at least let the world know how they feel. Anybody with their own desktop video system can put together a quality video production in a few hours with the cost limited to personal time and the blank tape.”

Call Them ‘Guerilla’ Videos Myers says he isn’t trying to compete with Hollywood. His videos, and others like them, are for people fed up with the plastic images produced by Hollywood. “We don’t use actors. We use real people and that’s a major difference most people see right away. Viewers of guerilla video see people they can relate to, people like themselves, not fancy Hollywood actors.” While most guerilla video productions are not broadcast quality, most are well received by their audiences. Because the major studios have such tremendous overhead when undertaking any project, they can’t touch the subjects that are available on guerilla videos. And this is the key to their success.

The TV Revolution Has Finally Reached the People Many people are discovering that grass roots videos from real people have become a way to reach out and affect other people’s lives with information not available in the mainstream media. Myers has found that his own guerilla video on subjects such aspiring TV and desktop video technology has been very well accepted. “We’ve gotten hundreds of letters thanking us for making this information available.” One thing is certain. People are beginning to use some of the latest communications technology, including satellite transmission, to create alternatives showing up in the form of documentaries, news broadcasts and even satellite delivered home shopping shows, and maybe someday the Guerilla Video Network will be a reality. Bill Myers is the editor of The Video Marketing Lesser and the founder of Group M Video, which makes several videos on how to start up your own desktop videos. Group M also offers a free desktop video offering help for people using this technology. For additional information or to order tapes on desktop video technology call 1-501-321-1845 or write Group M, O. Bridges #27, Hot Springs; Alt 71901.

This article has appeared in over 20 national publications over the past two years. It is actually a Press Release written by me under the pen name of JoJo Gunn (that’s my dog’s name). I discovered that laying out the Press Release as an actual article made it more likely to be printed, and we do a lot of that now. An unexpected benefit, JoJo Gunn receives royalty checks every time this ‘article’ is printed. 14

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Press Release Cover Letter Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) 08/23/1991

Mr. Stephen Wagner Income Opportunities 380 Lexington Avenue New York, NY 10168-0035 Dear Mr. Wagner, Enclosed you’ll find an original article your readers might find very interesting. It’s about how to make money operating your own home shopping show broadcast over satellite TV. We’ve been involved in the production of a number of these low-budget home-shopping shows, and have discovered them to be an excellent way to generate income. This article is being offered exclusively to Income Opportunities magazine, and has not been offered to, nor appeared in, any other publication. To give you an idea of what this article could look like, I’ve prepared the text in a format often seen in Income Opportunities magazine. I can provide the text in most standard formats, as well as on computer disk Original photos related to the text are also available. If you have any questions or comments about the article, feel free to call me at my office (1-501-321-1845). If you decide the article is not something that Income Opportunities could use, please return it, along with any comments in the enclosed envelope. Thanks for taking the time to read this. Sincerely, Bill Myers PS. I am working on an article on how to make money producing low-budget TV commercials for your local cable TV market. We’ve discovered a unique way that almost anyone, even without prior video experience, can turn out high quality TV commercials using a home computer. Many of the commercials we’ve produced this way are now running nationally and are getting great responses. If you would be interested in this article please let me know.

This is a typical cover letter I send when I’m trying to get a Press Release or article printed in a particular magazine. Notice how the letter is crafted to appeal to the desires of the magazine editor and not to my own wishes. I want to make his job easy, so I go to the trouble of showing him how the article would look in his magazine. To get his attention, I send the letter along with the article UPS Next Day Air.

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Press Release/Article Independent Venture PHOTO OF HOME SHOPPING SHOW TV SCREEN Your home shopping network must offer consumers products that they can’t generally find on other shows of this nature. Collectible items like coins, baseball cards, even used Rolex watches can be hot sellers. People will buy what they want; especially if they feel they won’t find the same item anywhere else.

Operate Your Own Home Shopping Television Show ⇒

START-UP COSTS: $900 to $3000.

⇒ ⇒

POTENTIAL EARNINGS: $1000 an hour and up.

⇒

ADVERTISING: TV, Press Releases, Word of Mouth, and TV Program Guide Listings.

⇒

EQUIPMENT NEEDED: Camcorder, Video Graphics Computer, Telephone

⇒

BEST ADVICE FOR SUCCESS: Don’t try to compete with established competition. Program for a narrow market of customers who can afford high dollar hobby related collectibles.

It’s a lot easier than you think to get into this business and start earning $20,000 a week almost immediately. By Bill Myers Last year viewers in this country spent hours purchasing products shown on television home shopping shows! This major trend in consumer buying has generated millions of dollars in profits for entrepreneurs who have jumped into this two billion-dollar way of doing business. Consumers have fallen in love with the concept of buying at home, and the big corporations that operate the shopping networks love being able to sell millions of dollars of merchandise without the overhead of a retail store. It is an ideal arrangement, and one you can get involved in with a minimal investment. Thanks to major breakthroughs in computer and satellite technology, anybody can get their own home shopping show in front of millions of viewers for as little as $400 per year. And by offering the right products to the right audience, that $400 investment in airtime, can return thousands of dollars in profit - per hour - all with minimal risk.

HERE’S HOW IT WORKS. Almost all programming seen on cable TV, including the home shopping shows is broadcast via satellite. The local cable companies aim their satellite receiving dishes at the orbiting buds and select the programming they want to pass on to their paying customers.

Along with the cable companies, about 14 million US consumers tuned into the satellite signals with their home earth stations and watch the 115+ channels of programming. Reaching these consumers, typically affluent homeowners, is the path to prosperity with your own home shopping show. And, the good news is that you don’t have to be a big company to buy time on the satellites. Anyone can do it. No special licenses are required. And with satellite airtime costing as little as $400 an hour, it’s a real bargain. Especially when you consider the size of the market you can reach with a satellite delivered program.

PUTTING A SHOW TOGETHER Putting a home shopping show together is relatively easy (easier than digging a ditch anyway). But before you do it, you’ll need to decide a few things. The first, and probably the most important decision you’ll have to make is to decide what you are going to be selling on your show. You could offer viewers just about anything (in Japan they sell million dollar homes on home shopping shows). But to increase your chances of success here, you should offer viewers products they warn to spend money on. And you’ll want to avoid products that compete with those offered on established home shopping shows.

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So, when the other home shopping shows are selling fake jewelry, power tools, and plastic seesaws, you should be offering something else. High dollar collectible and special interest items; baseball earth, rare and unusual coins, rare books & old newspapers, even used Rolex watches— these are the kind of things that will raise viewer curiosity (you’ve got to keep them watching) and stimulate sales. Once you’ve settled on the kind of products you’ll be selling, your next step will be to set up a means to take and process customer orders. Since all your orders will come in on the phone you’ll obviously need phone lines manned by live operators all the time your show is on the air. If you don’t want to miss out an sales, you’ll need to have enough incoming lines to handle every customer call.

Howard Walker - Editor, Satellite Watch Newsletter (703) 347-7926

Shaun Kenny - Outlook Communications (908) 707-1800

You may wish to contact Bill Myers - Editor, Video Marketing Letter (501) 321-1845

This is page one of a two-page Press Release / article. I wrote this for a specific publication. Notice how I went to the trouble to make sure everything fit within the restrictions of the magazine size. I even measured the columns and chose the fonts to match those that the magazine uses. This kind of article can be worth tens of thousands dollars in free publicity.

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Press Release/Article Customers will want to pay for their purchases with charge cards, so to stay in business you’ll have to be able to accept them. If you don’t have a merchant account, you’ll have to come up with one. One way to do this and get inventory at the same time is find a local business and offer to sell his inventory on your TV show on a commission basis. As part of the arrangement, get the business to agree to process all sales through their own charge card merchant account.

THE TECHNICAL SIDE OF THE SHOW If you’ve never created a video production, putting together your first show will be a very educational experience. But it’s not that difficult if you start with the right tools. You’ll need at least one high quality video camera (a camcorder will do), a video lighting system, a microphone, and a way to add graphics (your phone number, item number & prices) to the video. We use two VHS camcorders; one focused on the host, and the other one focused on the item being sold. Our digital video mixer allows us to dissolve between the two cameras and gives the show a professional look. The two cameras and the digital mixer cost under $4,000. To add video graphics (you phone number, the item description, & pricing), we use an Amiga 2000 computer with a SuperGen genlock and Pro Video Post titling software. That system costs under $2,700. When we put the show together we go to great lengths to make the products look appealing. We know that one of the main advantages of home shopping shows to consumers is they can see the product before they buy. This can also be a major disadvantage to the seller. If you don’t show the product well, it won’t sell well. In a one-hour show, you can easily show 50 products, keeping each one on the air for a minute or so. Don’t leave the products up too long though, if your viewers get bored they will change channels. At the end of the show, it’s a good idea to list all the products with prices along with ordering information for any viewers who may have toned in late. Believability is important in any sales presentation, and is even more so in home shopping shows. One way to achieve genuine believability is by involving two on-air personalities. Generally we use a host, along with an authority figure who can provide details and information about the product that keeps viewers tuned in, and perhaps lead them to buy. PHOTO OF LOW BUDGET HOME- SHOPPING SHOW STUDIO

GETTING YOUR SHOW ON THE AIR Once your show is produced, it’s easy to get it on the air. All you have to do is contact a satellite up linker to schedule the time and agree on a price. Then send the up linker your master tape (usually on 3/4’ format) and a cashiers check for the agreed upon amount. The up linker makes sure your tape is beamed up to the tight satellite at the right time. There are many satellite up linkers throughout the country, probably one in your area. We use Slisun Kenny (908-707-1200) or Howani Walker (703-347-7926). Both are happy to walk you through the entire process.

THE PROFIT PICTURE Your home shopping show can be quite a profitable venue since you don’t have the overhead of a retail store, and you don’t have to own the inventory, you minimize start-up casts and overhead. This takes most of the risk out of the venture. Usually each product you sell will earn you a commission in the 10% to 2S% range (depending on the deal you set up with local merchants). With this kind of commission structure, you can make $4,000 on $20,000 sales. And became your show can be seen by millions of viewers, the sales can add up quickly. From your profits you’ll have to deduct the uplink cost (average $450) and the cost to produce the show. It takes us about four hours labor to put a show together and about $50 in materials (blank tapes, light bulbs). If you own the video gear, your expenses for everything can be less than $600. And because the show is on tape, you can rerun it as many times as you like (or until all product is sold) with the only costs being the uplink airtime costs and the phone operators. If the show is profitable, it makes sense to keep running it until for longer. And while it is running and making you money, you can be out creating other shows that can also make you money. The more shows you run, the more money you make.

ADVERTISING When you start most new business venture, you usually have to spend money on advertising to attract customers. Fortunately with your home shopping show, you won’t have to do this. People with satellite dishes watch TV just like most other Americans do—with a remote control in their hand. They constantly flip through the whole range of channels looking for something different or new. And just having your show on the satellite will get it seen. And being seen is the key to getting sales.

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Obviously, it’s better to schedule your show when the largest audience is watching TV, and when you aren’t competing against blockbuster TV events. You’ll probably want to test different time slots to find the best time for your show.

KEYS TO SUCCESS The real keys to success in operating your own home shopping show are: Getting your show on satellite. Offering products that your viewers want (collectibles are definitely hot). Being able to take phone orders and process credit card payments.

This is the second page of the Press Release / article. Notice how there’s no overt attempt in the article to promote any specific product or service; just good information that will lead readers to know more about this opportunity. And that’s why it’s reasonable to have information about my company and its phone number included at the close of the article.

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Press Release/Article An Out Of This World Way To Get Your Toaster The Pay For Itself’..

Toasters in Space By Bill Myers Editor— Video Marketing Letter Look. Up in the sky! It’s a bird! It’s a plane! No, it’s, it’s ... a Toaster Video Toasters are now up in space. You can find their output riding the birds of technology, TV satellites. Of course, it’s not too surprising that Toaster graphics and video effects are being seen by millions of TV viewers worldwide via satellite. More and more mainstream video producers are using the Toaster every day. But you may be surprised to learn that a number of Toaster owners who are not affiliated with any network or broadcasting system are using satellites to broadcast their productions to the world.

A number of Toaster owners are using satellites to broadcast their productions to the world They have discovered that while it is almost impossible to get an independently produced video aired on the mainstream networks, it’s easy to get the same program broadcast to most of North America via satellite. And it’s surprisingly cheap. While network time sells for thousands of dollars a minute, prime satellite time sells for as little as $400 per hour, and by selecting the right satellite, you can get a piggyback ride on most cable systems and reach as many as 60 million viewers.

Satellite TY – A Well Kept Secret Almost all TV programming seen in this country is broadcast over satellite. Everything except locally originated programming. To accommodate all this programming, there are a number of satellites in geosynchronous orbit over North America. Each of these satellites has up to 40 channels (transponders) that can carry both video and audio. Broadcasters and program originators transmit their signals to satellite uplink where video and audio is beamed up to the satellite, and then broadcast back to the earth. Back here on Earth, cable companies aim their satellite receiving dishes at the orbiting birds, and pickup the programs they choose to air. The programs are then sent over the cable to a hundred million viewers nationwide. Along with the cable dishes, about 15 million North American consumers with home satellite systems also monitor satellite signals. These consumers constantly scan the 115+ channels of audio and video looking for the curious and unusual - and they usually find it, thanks to independent programmers like you and!

What most people don’t know is that anybody can buy time on the satellites. It’s cheap, and a number of guerilla video Producers (independents and entrepreneurs) are using this Space-age technology to reach the mass consumer markets Mega corporations such as RCA, Hughes, and GE, who invest millions to put these things in orbit, own the satellites. Once they get them in space, they rent time on them to anyone willing to pay the price. And depending on the demand, the price varies. Today, there is an overabundance of satellites. So transponder time is cheap. Real cheap. You can buy an hour of time on satellite Westar IV for $400. And you can use that hour to broadcast just about anything, music videos, news, variety hours, navel tapes, even home shopping shows. And anything you broadcast can reach an audience of 15 million people.

The Nuts & Bolts of Uplinking Getting your own program on the air is easy. All you really need is the phone number of an uplinkee, a master tape (3~4” is preferable), and a cashier’s check to pay for the uplink. You don’t need any FCC license, you don’t have to get any permits, and you don’t have to pay any other fees. Of course, choosing the right time and satellite is important. Some satellites like Gi, F3 & P4 are primarily cable birds and time on them costs more because you are reaching more people. Other satellites costing much less reach all of North America, Canada and Mexico, but won’t reach the cable market. And some satellites just aren’t viewed much by anyone. With 26 satellites to choose from, it can be confusing to novices. Obviously, using the right satellite for your project can make a difference, so it’s important to talk to someone who knows which satellite is best. Howard Walker, the editor of Satellite Watch Newsletter is an expert on the subject, and is involved is uplinking his own Amiga produced video programs. His number is 703-347-7926. Another good person to call list Shaun Kenny of Outlook Production. Shaun has been uplinking for seven years and is willing to help other people to get started. His number is xxx-xxx-xxxx. Choosing the right time to air your program is also important. You should definitely select a time when your audience is home watching TV. But you’ll want to avoid competing in the same time slot with highly watched shows (like the Simpsons or Monday night football). Plus you will need to

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be sure that the time slot you choose works for both East and West coasts. (Remember that while 8:00 PM EST may appeal to you, most of your California viewers will be snack in rush hour traffic at that time, unable to watch TV.)

What to Uplink? So, what are people uplinking? Some, like Shaun Kenny of North Branch, New Jersey, create and uplink their own Home Shopping Show. Shaun’s two hour show airs four times each week. On it he sells everything imaginable, including lots of used and one of a kind items (one night he sold a Corvette). People do watch and buy. Sometimes as much as $25,000 worth of products are sold per show. That’s not bad for a $400 investment. Shaun produces his show with an Amiga and camcorders. In addition to Shaun’s show (he calls it Greensheet), there are a number of other Amiga produced home shopping shows up on the birds. One sells nothing but baseball cards. Another sells antique watches and pre-owned Rolex’s. Others sell computer and video equipment.. The one thing they all have in common (other than the Amiga graphics) is that they make money. And considering the costs involved it is not surprising for someone with an Amiga computer, a camcorder and a 314” deck, the costs to produce a one-hour home shopping show are limited to the price of the blank tape, the labor to produce the graphics and $400 for the uplink time. With this minimal overhead and a potential audience in the millions, it doesn’t take much to break even. And just a few sales can make the shows quite profitable.

Satellite Want Ads One of the simplest shows to produce, video wants ads, is also becoming quite popular on satellite. These shows generally consist of a series of very simple video billboard, ads of products for sale by individuals. The show’s producer charges a flat rate for a thirty-second spot, with the cost to create the video want ad included in the price. If a producer charges $50 for each thirty-second time slot, and sells 100, he makes $5,000. And he can do it week after week. Of course he must deduct his uplink costs ($400) and any money he spent soliciting ads. Generally the start-up costs are low, and break even is reached quite quickly.

The Amiga and the Toaster has given us the tools to produce video. And easy access to satellite TV deli very gives us a way to get our videos in front of the masses. The Antique & Collectible car show put together and uplinked by Harold Wesley of Lubbock, Texas, is a good example of this type of production. Harold contacted the owners of collectible cars and offered them the opportunity to feature their car on nationally broadcast satellite TV for $50 for a thirty second spot. The price included Amiga graphics identifying the car, the selling price, and the phone number of the owner. In addition to contacting car owners, he also contacted large antique car dealers, and offered them the same deal. The response has been quite good. The first show had over 40 paid ads, and it’s been growing each week To create the ads, Harold uses an Amiga computer with a Toaster, a WJAVE-5 mixer from Panasonle, and a Canon HIS camcorder. He focuses the camera on a still photograph of the car, freezes the image with the mixer, and adds the graphic. Then he freezes another image with the mixer, and dissolves between the two. This process is repeated with each new ad. Harold says it takes about three minutes to produce a thirty-second video want ad this way.

The Toaster Infomercial Joe Reinhardt of Largo, Florida, it using his Amiga Toaster system to produce The Video Opportunity Show which he uplinks over satellite Weatar IV each Thursday evening at 10:00PM. Soc’s show is basically a talk show where he and his partner discuss opportunities in video production and demonstrate different pieces of professional video equipment. Joe’s company, Composite Video, is a major video equipment broker, and he uses his satellite show to demonstrate to viewers how they can use video gear and Amigas to make a living. Soc keeps the show interesting by sharing his own experiences as a video producer and providing in-depth information about the performance capabilities of the equipment he demonstrates on the show. (By the way, if you arc looking for used pro video gear, you can call Soc at S 13-546-6407). Based on the early positive response by viewers to The Video Opportunity Show, Soc says he plans to continue to expand his use of satellite to reach new customers. The TV Revolution Has Finally Reached the People The Amiga and the Toaster has given us the tools to produce video. And easy access to satellite TV delivery gives us a way to get our videos in front of the masses. This is perhaps one of the few times in the history of the human race when the tools and the access needed to reach the masses are so readily available to us all. If you are interested in finding out more about uplinking your own TV show over satellite, contact me (501-321-1845), and I’ll send you more information.

This is the second page of a Press Release article. Again notice how this page appears to be right out of a magazine. And notice that I don’t try to sell anything in the article; but in the last paragraph I encourage interested readers to contact my company for additional information. Then in the final block notice howl was able to slip in a real nice plug for the newsletter I was marketing! 21

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Press Release Parody

FOR IMMEDIATE RELEASE February 14, 1991

Hot Springs Newest Tourist Attraction - Now Open Rat Town, a living re-creation of the conditions that led to the Great Black Plague in Europe is now open for public viewing in downtown Hot Springs National Park. Rat Town’s features include abandoned furniture, discarded food waste and piles of human clothes infested with rats and lice. It is the latest in a growing number of unique attractions available in this resort city, and is conveniently located at 432 Orange street just one block off Central and Ousehita Avenues in downtown Hot Springs. Patterned after an illegal dumpsite, the attraction is sure to be a hit with tourists. And local residents seem to agree saying, “This kind of thing will attract tourists into Hot Springs. Where else can you view open garbage and blowing debris?” As one tourist excitedly commented, “The hoards of rats are much better than anything we saw at Six flags.” Rat Town’s location close to Hot Springs Middle School and the Public Library means many children will have the opportunity to see and experience this site daily. “The children seem delighted by the packs of stray dogs and cats, along with the playful rats.” Rat Town started out as a small project but is quickly overtaking adjacent lots and businesses. “It is becoming more than we hoped for. Just as in the dark ages, the squalid conditions seem to drive away our neighbors, and we’re able to take over the buildings they abandon as they move away from this area. With any luck, we’ll be able to take over several city blocks by the end of summer. And, who knows, maybe someday all of downtown Hot Springs will be like Rat Town: a monument to the dark ages. A study of what can become of a community when the mayor and other officials ignore city health and building code violations.” While most modem cities would frown on, or even discourage, the kind of conditions that exist within the sprawl of Rat Town, the Mayor and other elected officials in Hot Springs, have let the project thrive. And that’s probably why many nearby businesses refer to Rat Town affectionately as “Baranville”, a reference to the city’s beloved Mayor, Melinda Baran. Hot Springs is fortunate indeed to have the kind of leadership that allows a project like this to grow, especially in a highly visible location like this. They could have shut it down, but they didn’t. Rat Town is located at 432 Orange Street and is open 24 hours a day. Admission is free’

END This is not a real Press Release. But it produced real results. We were trying to get the city to clean up an abandoned house in our neighborhood, but we couldn’t get anything done. So I wrote this press release on the fictional Rat Town and sent copies (with photographs) to the local newspaper, mayor’s office and Chamber of Commerce. In less than 72 hours, the site was cleaned up at the request of the mayor! 22

Classified Ads

Classified ads, when used effectively, can be one of the quickest and inexpensive ways to increase sales and customers. A single well-written classified ad can generate hundreds of thousands in sales, yet can cost you pennies to run. Unfortunately, most people don’t appreciate the pulling power of classified ads. They think classified ads are for selling cars, or finding jobs, not for expanding a business. And while it’s true a classified ad is a good way to sell a car, or find a job, it is also true that classified ads can be used to launch and operate multi-million dollar businesses. In fact, many businesses rely exclusively on these small low cost ads, to generate all their sales. The reason is simple. Once you have discovered how to harness the power of these ads, you really won’t need to run expensive display ads. The key point about classified ads is that they are most effective when used as lead generators’. In these ads, you are not trying to convince someone to spend money with you in the ad. Instead, you’re trying to identify a potential customer by having that customer contact you as a result of the ad. Once potential customers have identified themselves, you follow up with your direct mail offer for the product or service you want to sell. Writing an effective classified ad is one of the most exacting forms of copywriting. With twenty words or less you have to say something that will cause potential customers to call you. And you can’t rely on eye-catching illustrations or professional layouts to catch the reader’s attention. It’s all in the wording. Here’s what we do when we need to write a classified ad that really works.

Define what we want the ad to accomplish. Do we want the customer to read the ad and smile? Or, do we want him to read the ad and call us? (In most cases we want the customer to call us immediately upon reading the ad.)

Define the profile of the person most likely to purchase our product or service. (Is it a man or woman, young or old, rich or poor?) If you can’t identify with whom you are going to sell a product to, it’s almost impossible to write an ad that will get theft attention.

With the ‘most likely customer profile’ developed in step two, you should list the ‘hot buttons’, those words, ideas, and concepts most likely to gain the immediate attention of anyone in the profile group. These hot buttons might be phrases like ‘work at home’, ‘financial freedom’, ‘overnight weight loss’, ‘immediate loans’ or ‘overseas jobs’.

Using the list of hot buttons we came up with in step three, we should see how we can weave them

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into a 20 word or less ad that accomplishes the goal we set in step one. When writing the ad, the first three words are extremely important and must be selected with purpose. They should call out to our potential customers. 5.

If our goal is to get the reader to identify himself to us as a potential customer we should offer free additional information. This way we get the customer to call us and give us theft name so we can send them something. We normally do this by saying, ‘For Free Information Packet call 1-xxxxxx-xxxx.’

After the ad is written to our satisfaction, we search out a number of highly targeted newsletters and magazines that our customers read. Then we find the ones with the least amount of classified ads, and run our test ads there. We always avoid general interest publications. The ad rates are too expensive and the response too small.

Before the ads appear we develop our ad response pack. This is the free information that people who see the ad will be calling about. And it is this response pack that will generate the sale. Obviously having a good response pack is critical to the success of the project.

When the ads appear, we keep track of the total number of inquiries for each ad, from each publication. This lets us know which ad works best, and which publication pulls best. We use this information when we roll the ad out on a wider scale.

One final point. The success of a classified ad is determined by the number of responses to the ad, not the number of sales. Sales are related to the follow-up effort, the response pack, not the lead generating classified ad. Generally if you get five or more responses to a low cost classified, you are on the right track.

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Classified Ad SATELLITE SCRAMBLING got you down? We have the solution! Call 1-501-321-1845 for FREE Information This is one of the best pulling classified ads we ever used. The ad is very short and simple, but it immediately attracts the attention of the people we wanted—satellite dish owners. Because this ad is only 14 words long, we could afford to run it in 20 publications at an avenge cost of $37 per ad insertion. One of the reasons the ad was so successful is that we built a lot of curiosity by not revealing the product in the ad. When people called in response to the ad, we told them we’d be happy to send them complete information at no charge. The material we sent them included a newsletter reporting on little known devices being used in the satellite underground to de-scramble TV signals. We were selling subscriptions to that newsletter, and sold over 4,000 using ads like this!

Simple Classified Ad Earn $1,200 a week with your Camcorder Call 1-501-321-1845 for FREE details. Another simple classified that works. Just 12 words yet it grabs the attention of people we want. Again, notice we aren’t trying to sell anything in the ad, all we want is people to call and give us their names and addresses. Once we have their name, we follow up with a response pack. The beauty of this ad is that it will work for almost any income opportunity; just change two words (the amount that can be earned and the way to earn it), and you have a new ad. Because these ads have so few words, we can afford to run them in several different publications. These ads pay for themselves with just one order a month.

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Classified Ad Earn $600 a week with your Computer Call 1-501-321-1845 for FREE Details.

Another simple 12 word classified ad that really works. Notice how the earnings are broken down by week instead of year? This is done on purpose because potential customers are more interested in what they can earn next week rather than next year. Also notice that all three of these ads use the word ‘FREE’. This is one of the most powerful words you can use in a classified ad. Other powerful words are ‘EASY’, ‘HOW TO’, ‘NEW’, ‘NOW’ and ‘CALL’. When writing your ad remember to keep it simple and easy to understand. Long classified ads usually don’t work, and cost much more to run.

Classified Ad Open Your Own Army Surplus Store Earn thousands Call for FREE Information -- 1-501-321-1845

We ran the above ad in Soldier of Fortune, American Survival Guide, and Shot Gun News with excellent results. We were selling a how-to book for $60 to a very specific market and we were able to reach this market very inexpensively with this classified ad. When people called about the ad, we got their name and address and sent them our response back, which generated the sale. This product sold well until we retired it.

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Classified Ad ARE YOU EARNING $250,000 A YEAR? If not, you should be reading The Video Marketing Letter. Call 1-501-321-1845 for FREE sample. In many magazines you can buy classified ads by the column inch. Doing it this way allows you to use graphics, borders and special fonts in your ad. All this can make your ad really stand out, especially if you are the only advertiser doing this. The above classified ad is designated to fit in a one column inch. We run it in several different professional video magazines and consistently generate about ten times its cost in sales. We run it with the bold border around the ad, and the bold headline to attract attention. And it works. When we run ads like this we set them up to run on a ‘til forbid’ basis. Which means the magazine gives us their best rate and will run the ads forever, unless we tell them otherwise.

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Classified Ad This is an ad we ran in the classified section of our local newspaper when we wanted to sell our house. Because we wanted our ad to get noticed, we purchased four column inches for this ad, and created something that would attract attention. Many real estate agents said we were wasting our time doing something like this, but this ad generated over 60 inquiries about the property being sold. Once you’ve learned the power of running classified ads you should hesitate to use what you learned to help you in your personal dealings.

Display Ads

The

Display ad is the sexy side of the written word, and is the area most businesses look to rapidly increase sales. When developed with care and used with caution, a display ad can be highly effective. However, running expensive display ads is extremely risky and more often than not, they do not recover their costs. Of course most people who sell these ads won’t tell you this. Instead they’ll tell you about their large readership, and how if just a small percentage of their readers respond to your ad, you’ll get rich. It just makes sense. Run a big ad, make a lot of sales, and get rich. Except it doesn’t usually work that way. What happens is you pay big bucks for a big ad, and when it rims, nothing happens. No orders, no calls. And you’re out the entire amount you paid for your ad with nothing to show for it. Most people who haven’t run a large display ad simply don’t believe this can happen. They can’t conceive that they won’t get a response from a large ad. But I can tell you from personal experience it happens. A lot more often than anyone selling these ads wants you to know. For this reason I strongly recommend that anyone thinking about buying an expensive cbs-play ad should consider the risk. If you can’t afford to lose everything you invest in the ad, don’t do it. In most cases, a simple press release will be more effective (and quite a bit less expensive) than a large display ad. It’s true that we have had considerable success with some of our full-page display ads, but after several early failures we set up some guidelines to follow when running these ads. These guidelines are: 1.

We always test ads in low cost publications. Rarely do we ever pay more than $300 for a full-page act even in national publications.

2. Our full-page ads are always run in highly targeted, limited circulation publications. We only run ads in places that we know our customers will see. 3. We always run a break-even analysis before we place an ad so we know for sure exactly how many sales we’ll need just to pay for the ad. If the numbers indicate we’ll need more than five sales, we don’t run the ad. 4. We always create the ads ourselves. That way we have absolute control over the content, the structure of the offer, and exact wording. It does make a difference.

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5. We always request specific ad placement in the magazine or newsletter. We usually request a right hand page in the back two thirds of the magazine. Never let a magazine decide where they they’ll place your ad. 6. We always negotiate the price of the ad. Usually we pay about 45% of the printed rate card rate (and sometimes we pay much less than that). By following these guidelines we are able to reduce our exposure to financial loss on display ads in magazines. If the ad fails to work, we still lose money and momentum, but not near as much if we had blindly run expensive ads.

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Display Ads

Breaking the VC II - A Pirate’s View ‘A Video Documentary unlike Anything You Have Ever Seen’ This underground video takes you Inside a Pirate’s operation and lets you see for yourself how the VC is broken. You will be able to watch video pirates in action through the eyes of the camera as they modify and enhance the VC see them go through epoxy, install sockets, use an EPROM burner to make chips (three musketeers & clones). Watch the experts and — the tricks of their trade! This VHS videotape shows it all! For the first time you can see what really happens behind the scenes. You can — how a pirate lives, how much money can be made, and find out how the scandal of piracy actually puts money In G/l’s pockets Undoubtedly, this videotape ID will make a few people in the satellite industry very mad. They may even try to get a legal injunction to stop this distribution of this product. They don’t want you to know the truth. If you want a copy of this video, we suggest you order early to insure availability. Ask for The Pirate Video $30.00 1-501-321-1845 Resort Publishing Company 100 Bridge St #27 Hot Springs, AR 71901 Although this video is presented only as a factual documentary of problems within the satellite industry, legal action to prevent distribution of this product is expected. Therefore it is suggested that you order early to insure availability. This is one of the first display ads we ever ran. We placed this full-page ad in the Black Box Newsletter for a cost of $300. This newsletter’s prime objective was to cover news regarding the breaking of satellite scrambling technology. The product being sold in this ad is a videotape that documents different devices that actually would de-scramble satellite TV signals. This ad produced thousands of sales.

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Display Ads

River Front Farm with Crystals, Indian Artifacts & Lots of Privacy

Almost 400 foot frontage on Middle Fork river Two fully stocked spring fed fish ponds Irrigated Orchard with young apple, peach, pear & plum trees Fenced & crass-fenced pastures suitable for livestock, homes, cattle Established irrigated garden area Hardwood forest with many large old trees, including oak & black walnut Virgin Crystal mine showing clear clusters & points, plus some very large milky points. (Crystals are abundant on this property) Several documented Pre-historic Indian campsites yielding artifacts (arrowheads, stone axes, crystal. knives, beads, pottery, etc.) Abundant wildlife including deer, turkey, fox & beaver plus water fowl on the river & ponds Private fishing & swimming hole along river bank Rich topsoil 10 feet deep in some areas Custom built 3 bedroom, 2 bath home overlooking river. Home features 48 foot glassed in sunroom with hot rub & exercise equipment. Also has wall to wall carpet, cedar line closet, cathedral ceilings & satellite TV system.

General Description: Secluded river front farm adjoining Hot Springs village with ultra modern 1,800 square foot Three bedrooms, 2 bath home. Custom built, intelligently designed, super energy efficient home features cathedral ceilings with massive wooden beams, wall to wall carpet, central heat & air, ceiling fans in every room, plus whole house fan. Home opens onto 48 foot long glassed in deck with hot tub and exercise facilities. Additional larger sun & entertaining deck for enjoying the outdoors. Home was custom built for well-known author/video producer as retreat and has all the amenities including satellite system and Sony big screen TV. The house was designed to withstand earthquakes (and just about anything else), and still be virtually maintenance free.

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Backup heating and water systems make house livable under almost any condition. Pantry large enough to keep two year supply of food. Home and surrounding area professionally landscaped. This is a real showplace.

Additional Buildings:

New 30X50 workshop with concrete floor. Rough plumbing for a full bath already in. Has two overhead doors as well as standard walk in door. Plenty of room for two cars, a full workshop, and even a guest apartment. Older 12 by 30-horse or livestock barn in fenced in pasture. Has been used as a woodworking shop, as well as for horses, rabbits, & chickens. Currently used for storage.

Location This property adjoins the north side of Hot Springs Village and is less than seven miles off of scenic Highway 7 North. The commute distance to downtown Hot Springs is 22 miles. The nearest major shopping facility is 8 miles away. Located in Jessieville school district. Price - $118,000 (some owner financing is possible) For more information about this property or to arrange a private tour, call Charlotte Hitchens at 624-4141. R5-4#11 – Real Estate sales of star route 10, Box 353, Hwy 7 north Hot Springs Village, Arkansas 71909 – Office 501-922-3633/624-4141 or 1-800-364-9007 This is a full-page display ad we created to help sell our home. We ran this ad on the back cover of the local Homes Gallery Real Estate magazine for a cost of $180. Within 14 days of the ad’s release, our real estate agent received over 160 calls, had qualified 60 people, showed the property to 16, and had four bona fide offers. We sold the property for exactly what we wanted.

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Display Ads Revealed at last in a blockbuster Video

How to Buy the RV of Your Dreams Here’s the inside secrets you need to get the RV of your dreams. Find out how to get your dream RV financed (even if you buy it from an individual). Learn how to spot and avoid a lemon, learn how to inspect a used RV to find hidden problems, and discover the secrets of finding the RV deal of a lifetime. By Jim Powell

Respected RI’ Buyer. Industry Insider & Consulewie If you are looking for the best buy in a recreational vehicle then looking in this magazine is a good start. Throughout the pages of this publication, you’ll see many great deals on new and used RYs. Unfortunately, mixed in with all those good deals are a few lemons and overpriced headaches nobody should be so unlucky to be stuck with. It is the ability to know which of the many RVs listed on these pages are really great deals and which ones are the lemons you’ll want to avoid, that will mean whether you will win or lose on your next RV purchase. And knowing the difference between a lemon and a sweet deal can be difficult; unless you have inside information like:

How to Spot a Lemon Do you know the one component that should be checked on any RV before you buy it? (This is the most common failure on all RI’s, and will cost you a cool $800 to fix it.) Do you know which RVs have the highest frequency of component failure, and which ones are the most problem free? (Buying an RV “4th a high repair rate can cost you big bucks while you own is and hurt you even more when you try’ to sell it.) Do you know the quickest way to tell if an RV is really in good condition or just a lemon in disguise? (A simple check off basic areas will tell you the general condition of the overall unit and save you headaches and $$$.)

Knowing What to Buy Do you know which make of RV consistently has the highest resale value? (Some RVs of this brand are now actually worth twice what they cast new.) Do you know which make of RV has the best resale value in the industry? (Most dealers won even take this brand in on trade. Buy this brand and you lose BIG.) Do you know which model yeas of RVs are safest, and which models are unsafe at any speed?

(Knowing this can save your life or keep your dream from going up in smoke.) Do you know which floor plans are in the most demand? (And which floor plans you should always avoid?)

Getting Financing Do you know the best place to look if you need financing to buy your dream RV? (Most RI’ owners get their financing this way.) Do you know which make of RV is the easiest to get financing for? (This can make a major difference when on apply for your loan.) Do you know the quickest and easiest way to get financing on any RV? (This will surprise you and most everyone qualifies.) All this information and more is covered in “The Insider’s Guide to Buying Your Dream RV”, a one-hour VHS videotape produced by a professional RV buyer. You’ll be amazed as what you see, and you’ll learn how to get the RV of your dreams without getting stuck with an overpriced lemon. The Insider’s Guide to Buying Your Dream RV videotape is priced at $69.95 and can save you thousands on your next RV purchase. WARNING: If you are even thinking of buying a new or used RV, you owe to yourself to view this tape first. It will make your dream possible, and save you thousands of dollars in the process. For more information or to place an order call: 1-501-321-1845 or write RV Research 321 Quachita Avenue Hot Springs, AR 71901 Money back guarantee if not satisfied. MasterCard, check or money order accepted P.S. This video covers trailers, tent trailers, motor homes and fifth wheels.

We created this display ad for a friend. He was able to buy a full-page ad in the RV Trader magazine for under $300, and the ad quickly paid for itself. The key to success with ads like this is to run them in places that are extremely affordable and reach the right market It would not be cost effective to run an ad like this if it cost more than $500 to run.

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Display Ads America’s Leading Equine Veterinary Specialist Reveals

After watching your video, How to Raise Miniature Donkeys for Fun and Profit, you’ll have a complete understanding of: Photo of Child Hugging Miniature Donkey

How to Raise Miniature Donkeys for Fun and Profit America’s leading equine veterinary specialist, Dr. Gary Stangelan4 and his wife Donrzz, take you on art action-packed tour of the miniature donkey world. You‘ll find the answer to the question asked most often, “Why miniature donkeys?’ You’ll see firsthand why these downy-soft lovable creatures seal the hearts of all that know them. And you’ll learn exactly why miniature donkeys, right now, are one of the hottest invest-mews of the 90s. Earn 5100,000 a Year Raising Miniature Donkeys Yes, you can do it! And you’ll learn exactly how, by tailoring this investment plan to suit your particular financial desires. Did you bow that jenny foals will earn you $2500 to $7500 each from the day they’re born! And the high demand for exotic colors will bring you even more. Another great fact about raising miniature donkeys is that you can recoup from 60% to 100% of your initial investment the very first year! From then on it’s all cash in your pocket!

How to Choose Your Donkey If you’re about to become a new miniature donkey owner, this video is especially for you! You’ll learn exactly what to look for before you buy. Dr. Stangeland covets the all-important pre-purchase examination and talks to you about size, color, conformation and breeding stock versus pet stock. You’ll even visit the farms of several miniature donkey owners who willingly share special tips with you. (You’ll know just how to buy the right donkey after watching this video.) You’ll learn these interesting facts: - What are the most common mistakes new donkey owners make (and how to avoid them)? - What’s the #1 no-no you should never, ever do? - What makes the best pet - a JackAss or gelding? Understanding Basic Donkey Care Gary and Donna show you bow to design a great donkey stable with various farm layouts. Do you want the “Designer Donkey Domain” or the “Budges Beautiful Abode?” You’ll find that keeping your mini is much more economical than you might think.

- stabling; bedding, fencing sad feeders - different feeds for different needs

Ian Can “Be” the Veterinarian Dr. Stangeland explains how to avoid the most common miniature donkey illnesses and exactly how you can protect your valuable investment. He teaches you how to save a lot of money on unnecessary veterinary bills. Get the right facts on: - vaccinations - when, where, and how - worming - what types and how often - teeth floating - hoof care and trimming Donna and Gary Stangeland defuse the mystery about training miniature donkeys. You will travel with them to wonderful donkey farms, and see for yourself just how trainable these affectionate little guys are. You’ll watch them go through obstacle courses and practice for mini-marathons! You’ll see them being handled and loved by little children and seniors alike. You’ll even go on a donkey picnic! Come on along on this adventure-packed journey, but BEWARE: YOU MAY FALL IN LOVE ALL OVER AGAIN!!!

How to Raise Miniature Donkeys for Fun and Profit is available as S 79.95 + $3.50 S/H To place an order call: 1-916-645-6231 or mail check or money order to Sierra ProVideo Productions 2660 Moore Rd., Suite 3 Lincoln, CA 95648 100% money back guarantee if you don’t love it! Visa/MaszerCar4 check or money order accepted P.S. Exceptional FREE offer to first 50 people who respond. FREE veterinary phone consultation with Dr. Stangeland (you choose the subject) plus a FREE clinic consultation (valued at $85)!

Full-page ads like this are fun to create, but are risky to run. This ad was effective but because it was run in a publication where ads like this cost a lot, it was not profitable enough to continue. The same ad run in lower cost publications was profitable. (Donkey Ad)

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Display Ads The ‘Guerilla’ Video that could save your life during the turbulent times ahead...

Personal Survival in a Collapsing Society A practical plan to surviving and prospering through the upheavals that will completely change the course of history forever. This Very Unique Video Tape Shows You: • Why collapsing U.S. economy moans it’ll be even harder for you to keep what you’ve already earned and how the government plans to pick your pockets. • Why paper investments (stocks, bonds, CDs, & savings) are the route to confiscation of wealth in the U.S. in the near future. * Why hoarding and stockpiling has already become a way of life for the very wealthy and may soon become a driving force in the market * Why escalating racial and drug violence in U.S. cities means your home and family probably will be the next target of marauding skeet gangs. • How predicted climate and geophysical changes will affect food supplies, real estate values, and a migrating U.S. population. • Why in the next 24 months towed labor camps filled with the homeless may becornea familiar site in the U’S’ • Why the best investments you can make in the next few months may be food junk and a bulletproof vest • What you should be learning from 310

million ex-Russians living on a starvation diet now that the government has collapsed. • Why the main stream media is afraid to tell you what is really going on in this country (and how to find the truth).

Plus...

6. Five hard asset investments that are likely to increase 100% or more over the next 24 months. 7. Nine basic commodities you should start hoarding today. 8. Four ways to disguise your wealth and protect your home from looters. 9. Five medicines you don’t want to be without during the coming crisis. 10. Six basic steps to a more secure future.

Includes 10 Lists That May Save Your Life 1. Ten most dangerous places to live during the social unrest sure to follow a system collapse. 2. Ten best places to live before chaos breaks out. 3. Four cars you don’t want to drive dining the tough times ahead. 4. Seven items used as currency in most black market economies and why you will want to store them now. 5. Five important books that you don’t want to be without during bard times.

‘The Personal Guide to Survival in a Collapsing Society is unlike any videotape you have ever seen; perhaps the best investment in knowledge you’ll ever make.” Bill Myers Personal Survival in a Collapsing Society VHS Video Tape - $89. To order call 1-501-321-1845. Group M Production - 321 Ouachtfl Awe, Hot Springs, AR 71901 COD Next day Air Available!

This ad is typical of the kind we like to write. The controversial nature of the subject of the ad really draws attention. And the layout of the ad makes it easy to read. We used several strong typesetting elements in this ad that improve its performance; strong headline, many bullets, testimonial type quotes, intriguing subheads, and high price. (Personal Survival)

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Display Ads The Video that can change your life and help you fulfill your dreams The Women ‘s Guide to Marrying for Money

GRAPHIC SHOWN HERE

An entertaining and educational discussion of a subject they don’t teach you in school. Based entirely on facts designed to greatly increase your chances of finding Mr. Right includes all the necessary steps you’ll want to know if you are sincere about your goal. 6.

Six popular cities where your chances of finding Mr. Right are almost zero.

The single personality trait that almost all men look for in a woman. (‘Sonteihi rag you can do to make any man want you).

Seven techniques to getting wealthy men to call you alter you meet them.

Three sure fire ways to get a wealthy man to ask you out.

10.

The single best place to meet a wealthy man (and this will really surprise you).

This Very Unique Video Tape Tells You: -

The best places to find wealthy single men (you ‘II be surprised). The best (and worst) jobs to have when looking for Mr. Right. How to tell if the man you’re interested in has money or is just living high off his credit cards. Why certain women seem to always be able to attract wealthy men (regardless of their own physical beauty). Why wealthy men are, many times, lonely in spite of their financial standing, and how you can help them. Why the chances of meeting wealthy single men in night clubs is practically nonexistent. What traits wealthy men look for when considering a mate. Why many wealthy men are looking for ready-made families. Why your physical characteristics are not important if you plan your attack properly. Plus 10 Sure Fire Ways to Increase your Chances of Finding the Wealthy Man of your Dreams! Find Out about... 1.

Ten cities where your chances of meeting wealthy men are the highest.

Five places to work where you hive the best chances of meeting wealthy men.

Six hobbies that almost guarantee that you’ll meet single wealthy men.

Five basic signs that a man is single, wealthy and looking for you.

Four best places to spend your leisure time in search of Mr. Right

Learn all this and much more in this intelligent and humorous guide to landing a man with money. Order Your Copy Today! ‘A practical plait based on hard facts that will show you how to find and marry a man with money.”

If you compare this ad to the one on the previous page, you’ll notice the format is almost exactly the same. Once we create an ad that works, we try to incorporate the same typesetting elements in other ads. An ad like this can be profitably run in any low cost publication because the controversial nature of the product always generates curiosity buyers. However, some publications won’t run ads like these.

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Display Ads New Book of Letters Gives Small Businesses Unfair Advantage If you own a small business (or are planning to start one), here’s how to get the unfair advantage you need to win new customers and successfully compete with any business in any marketplace! While so many other businesses are wringing their hands over the economic-slowdown’, a few have discovered a way to continue to make good money, even in these tough days. What is their secret? Developing a good relationship with their customers, suppliers, and business contacts. While this may sound like just good common sense, most small business owners just don’t have the time to write the continual stream of direct snail letters, press releases, classified and display ads, post cards, TV commercials, advertising response packs, and other written materials that developing and sustaining a good relationship demands. And that’s a shame, because. It’s through these letters, ads, press releases and general correspondence that a small business can establish itself with customers, and successfully compete with any size business in almost any marketplace, no matter what product or service us being sold!

Your Unfair Advantage No matter what kind of business you nun, you can get the unfair advantage of having a carefully selected reference library of readyto-use pt-a-written direct mail letters, ads, press releases, and other materials you can use to make your business stand above the crowd. It’s called the Unfair Advantage Letter flank and it is filled with the kind of customer letters, classified and display ads, press releases, direct mail offers, even TV commercial scripts you are looking for. And all were developed and tested by one of the most successful small businesses in the country.

Day-to-day correspondence letters. Invaluable tools for the methods of running your business. Includes: -

Delayed shipment letters, refund letters, credit denial letters, renewal letters, thank you notes, etc.

An entire section on letters used to promote, schedule, and conduct seminars. (Purring together your own seminar can be quite profitable!)

Having this remarkable resource is like owning the Goose that laid the Golden Egg. Anytime you need a direct mail letter, an ad, a rate sheet, or even day-to-day correspondence, you — look in your copy of the Unfair Advantage Latter Book and find what you need. It’s like having an expert there in your office with you to help get the job done! You don’t spend time reinventing the wheel. And that’s your unfair advantage. Imagine having at your fingertips over ISO pages of examples of direct mall copy that really works! And everything is indexed for quick and easy reference! Some of the jewels you’ll find in this book include.. -

A letter that sold over $25,060 in products in the first 30 days it was mailed! And over $50,000 in 60 days. Plus the two blow up letters that went on to generate a further $50,000 from the same list.

Published Press Releases that generated (and sill are generating) thousands of dollars in free publicity for small businesses like yours! The Unfair Advantage Letter Book! A full-page ad used to sell in seven days. Use this to sell your home even in a depressed market!

A newsletter format proven to attract customers Several different display ads, ranging in size from a 1/9, 1/16, 1/4, 1/3 to a full page. You don’t have to be a professional advertising agency to create dynamite sales copy that works. Just modify these tested ads to fit your product.

Orders for classified ads, including the ads themselves and the rates paid. (‘Use these letters when you place classified ads in different publications.)

You’ll find all this and a lot more. Plus author’s notes on how to get the best out of each letter, with tips on layout and design. ‘This is one of those real treasures no small business should be without!’

A letter used to get FREE products from manufacturers for evaluation purposes. This one really works!

Several full-page ads designed to run in low cost weeklies. Each of these ads costs less than $300 to run, but generated thousands in sales! You can use one of these as a template for your next ad!

More than 150 pages of ads; press releases; direct mail pitches; and correspondence you can use to give your small business an unfair advantage. Get a limited edition, hand-signed copy from the exclusive source for just $99.95 by calling:

Three different response packs used to convert cold customer inquiries into sales. Each of these includes an order form and due special return envelope.

Plus over 30 standard letters you’ll find tremendously valuable in the day-to-day operation of the business.

1-501-321-1845 Croon 14 PM, 321 Oumebita Avenue Hot Springs, AR 71901

This is the full page display ad we developed for the book you’re reading right now. The ad includes all the elements you should include in any ad—strong headline, bullets, subheads, bolded words, and order information. The only thing we didn’t include was a photo, and we will be testing that out in the future. 38

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Display Ads Get Paid to Surround Yourself with Beautiful Women

How to Start and Earn Big Bucks with Your Own Talent Agency Imagine having hundreds of beautified young women paying you to rake their pictures, and then paying you again to find them jobs in TV commercials as extras for motion pictures and photo shoots!!! By Ron Beemnan Respected Talent Agent, Industry Insider If you are looking for a business opportunity that will surround you with beautiful women as well as make you money, then your ship has finally come in. One of the most exciting new business opportunities unfolding throughout the country is that of becoming a professional talent agent for aspiring actresses and models. While the income earned from a Talent Agency can easily exceed $100,000 a year, the start-up costs usually are less than $1,000, and best of all, no experience is necessary. You just have to like talking to, photographing, and helping beautiful women. New Faces and Figures Hollywood professionals and TV producers are always on the lookout for fresh new faces to use in their movies and commercials. Amateur models discovered by consultants have starred in major video productions, auditioned for prime time TV, and have appeared in fashion, photography, and promotional assignments too numerous to mention. Each time a model is used, the agent who located the model gets a cut of the modeling fee - sometimes as high as 70%! All over the country fresh young faces are desperately looking for agents to help them get their modeling career started. And in most areas, professional agents have alt the work they can handle. Most are so busy they don’t accept new clients, which means it’s almost impossible for inexperienced talent to get a foot in the door. That’s where you come; by offering new talent a way to get a break. By allowing beautiful people to pay you to help them get their career off the ground, and by being a friend and an advisor to budding starlets. Becoming A “Body Hunter” For Profit One of your main duties as a talent agent is scouting agent looking for beautiful and interesting people who might have the potential to appear on TV or in magazine ads, or even in the movies. As you can imagine, it’s not too hard to find people eager to break into the modeling and acting business. Once they learn you are a talent scout, they’ll beg you to take their pictures and try to find them work. And they are willing to pay you to do it for them.

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Here’s How You Make Money You earn a flat fee each time you sign up new talent. If your new client does not have a photo portfolio, you create one for them for a fee. Each time your client works, you get a percentage of their salary (usually 40%). Getting into the Business To do well in this business you will need credentials, all the standard forms and contracts, and expert advice from someone already on the inside. And the good news is all this information and more, is provided in ‘The Insider’s Guide to Starting and Earning Big Ducks With Your Own Talent Agency’, a complete package of information and the materials, you will need to get into this business. The one-hour VHS videotape will show you the easy way to get into and profit in this business. You’ll be amazed at what you see, and you’ll learn how to get into and profit from the business of your dreams. This package also includes:

Standard Model/Agent Contract Forms Standard Model Portfolio Contract Forms Sample Model Portfolio Package Sample Model Resume Standard Model Release Form Standard Model Interview Point Basic Equipment Checklist with Supply Sources Professional Business Card & Photo ID Press Pass Complete Pack of Useful Business Forms & Contracts

You can get everything you need to get into this most exciting business including ‘The Insider’s Guide to Starting and Earning Big Bucks With Your Own Talent Agency’, for just $89.95. Call 1-501321-INS today, use your Visa, MasterCard, or American Express, and we’ll rush everything to you (personal checks and UPS COD OK). Studio B Productions 321 Cuachila Avenue Hot Springs, AR 71901 1401421-lea Money back guarantee - If not satisfied Visa/MasterCard/check or money order accepted - UPS COD available in some areas. You must be at least 18 to order this product! This is another one of our controversial attention getting full-page ads. This ad is clearly written for a specific type of person reading a specific kind of magazine. By placing the ad in publications that reach our audience and charge low per page rates, this ad can be consistently profitable. Please note - we wrote this ad as a favor for a friend, our company doesn’t sell products like this one.

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Display Ads

Sometimes it’s just too expensive to run a display ad, but you still want to reach readers of a particular magazine with more than just a classified. In those cases, you may want to consider 1/3, 1/6, or 1/9 page ads. Here’s a 1I6 page ad we ran in VideoMaker magazine. This ad was profitable but was not a good ad. We did not provide customers with a reason to buy.

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Display Ads

Here’s another 1/6 page display ad we ran in VideoMaker. This ad was much more effective than the one shown on the previous page. We changed the headline, provided detailed benefits of owning each product, and offered a money back guarantee. This ad outpolled the earlier ad 10 to 1 even though it was for the same products and ran in the same magazine.

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Display Ads

Videos desired to show you how to set up your own low-cost desktop video produced by real purple using desktop video in the real world. Video Marketing Letter DTV#4 - Desktop Video & the Amiga - A handson guide to setting up your own desktop video system using the Amiga computer. Covers equipment selection, demonstrations of the best software, studio design, and lots of practical advice on getting the most for your money while avoiding costly mistakes. Two hours. $30.00. DTV#7-Desktop Video & the IBM. Finally, a tape that shows you how you can use your IBM or compatible computer for the creation of Desktop videos. This tape covers low cost genlock (to key graphics), ROB encoding, creating title graphics & animation, studio design and equipment configuration. One hour $3000. DiV#5 - Desktop Video for Profit. A guerilla video that shows you how to earn thousands from your DiV productions. Includes how to find dents, how much to charge, how to research a project, type of videos to produce, where to sell your videos, and much more. Two hours. $30.00. * SPECIAL BONUS * Order two tapes for $50 and receive six months of the Video Marketing Letter FREE. FREE Desktop Video Hotline Answers to your technical questions 1-501-321-1429 weekdays Call for more information and your free sample of the Video Marketing Letter. We offer a money back guarantee & accept Visa, MC, checks & UPS COD - Next Day Air available.

This is a one-third-page ad for the same products featured in the one-sixth-page on the previous page. When we ran this ad we got more calls but about the same number of orders that we had received from the 116 page ad. The ad attracted more attention and created more interest (which is good) but was not as profitable as a one-sixth-page ad. An ad like this costs almost $1,000 to run (one time). It required 50 sales just to break even!

Direct Mall Letters and Response Packs

Last year (1991) Americans spent almost half a Trillion Dollars (490 Billion) on products and services sold via the mails. This means that one out of every four dollars spent by American consumers last year went to products sold via sales letters sent through the mail. And this year (1992) while retail sales are hurting due to the extended economic downturn, mail order sales continue to be strong. The use of a direct mail sales letter is one of the most powerful ways a business can almost immediately increase its sales. A major advantage of selling through the mail is that, in most cases, there is less than a ten day turn-around from the time a Sales letter is mailed, and the customer makes the purchase. This means a business can raise huge sums of cash in just a few days by sending the right sales letter to the right mailing list. Most direct mail letters can be used also as response packs for classified ads. After developing a response pack for a very successful classified ad we were running, we covered that our ‘response pack’ letter could be mailed by itself to selected lists with impressive results. Getting started with a direct mail letter project is easy and relatively inexpensive. Taking into account printing costs, envelopes, and stamps, it costs under $500 to mail one thousand letters. And if those letters are for the right product with the right profit margin, the effort can be quite profitable. The key to success in direct mail is... 1. Finding the right market to sell a product to, and 2. Finding the right product to sell to people in the market you have selected. Experts tell us that while the letter itself is important, having the right product for the right market is most important. If you have the right product, and offer it to the right market, you can be successful with a mediocre letter. But if you have the wrong product, or offer the right product to the wrong market, even the best copywriter in the world can’t write a Sales letter that will make the project a success. With that in mind, we always use the following guidelines when we begin to develop a direct mail offer. 1.

Find the right market. To us that means: A. Finding a market of people who have already developed the habit of buying products through the mail (I don’t want to have to teach anyone new behavior patterns). B. Finding people who have money. Which means they have charge cards with plenty of credit

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still on them (you can’t sell to people who don’t have money). C. Finding people who have recently purchased through the mail something similar to what we want to sell. D. Finding a current mailing list for people identified in A, B, and C above. 2. Find the right product. To us that means: A. A product that is unique and not readily available from other sources. (We don’t want to have to compete with Wal-Mart.) B. A product that has a favorable price to cost ratio. (It must be profitable for us to sell.) C. A product that is shippable. D. Most important - a product that the people in our target market want. 3. Create the right offer and deliver it correctly. Which means: A. Developing the offer with the target market in mind. B. Taking steps to build credibility in the offer and product C. Providing the customer every opportunity and reason to purchase from us. D. Delivering the offer in such a manner that it will get read and opened. And while all this may seem like a lot of work, doing it right really can pay off big. Some of our direct mail letters return $20 for every dollar we invest. And they do that in 14 days or less! Just one major success in direct mail is all you need to become wealthy. And even moderate success can be quite profitable.

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Gold Tester Offer Direct Mail Letters One of the keys to success when using direct mail is to know which market to sell to, and have a product the buyers in that market want. We always keep our eyes open for new products for the particular market we sell to, and when we saw the pocketsize gold tester, we were pretty sure it would be a good direct mail product. The direct mail letter shown on the following pages is the offer we developed to market the gold tester through the mail. This simple four-page letter, with the order form and return envelope, has been tremendously effective when mailed to the right audience. As you read the letter notice the number of FREE premiums offered. This is something we think every direct offer should have. These premiums add tremendous value to the offer without substantially increasing our cost to deliver. We create most of our premiums ourselves, and try to make them exclusive to our products. After you read the letter you may wish to go back and notice the typographical elements. Notice the fonts used, the spacing between the lines and paragraphs, the side, top and bottom margins, and the footers on each page that instruct the reader to ‘please go to next page’. All of these typographical elements contribute to the success of the letter and are important in any direct mail offer. We developed ours by closely examining the best works of the experts and duplicating what they did. You may wish to do the same. Finally, notice the order card where you’ll find the money back guarantee, all the elements of the offer, ordering information, and most important, our phone number. Also, notice that on the back of the order card, the offer is repeated, and there is a high-tech graphic of the product (we created that using Windows Draw). Everything was designed to build confidence in the consumer about the product and our ability to deliver. And this offer really works! Is all the gold you own real? Could that ring that you’ve spotted in the flea market be a hidden treasure? Now you can…

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TEST GOLD LIKE A JEWELER! This Amazing Hand-Held Device instantly identifies Real Gold and determines its

Include Photo Here (Actual Size) Karat value (10k, 14k, 18k or more). Previously available only to Professional Jewelers, read on to learn how you can own one - and receive free gold samples to test plus three free valuable gold prospecting tools to help you find and buy gold! Dear Friend, If you own gold, shouldn’t you know exactly what you’ve got? If you’re considering buying gold, why should you have to take someone else’s word on its purity? And if you spot a piece of jewelry in a flea market, yard sale or antique store wouldn’t you like to know before you make an offer on it, whether it is genuine gold, or just cheap gold colored metal? Now you san, with an amazing hand-held device which, until now, has been a well-kept secret among professional jewelers. My Friend’s Wife Sure Was Sore; when I received my first Gold Tester, I couldn’t believe how easy this rugged hand-held device was to use. I went through the house, testing everything in sight I verified the purity of the major pieces in my collection, and discovered a ring that had been sold to me as 18 karat actually tested out to only 10 karat. Had I had the tester before I purchased the ring, I could have saved some money. But the biggest shocker was when I used the Tester at the party we went to that night and made the mistake of testing a ring my friend Hank’s wife was wearing. Hank’s wife’s ring sure looked like gold! But the light on the Tester indicated no gold at all. Hank’s face lit up the color of the no gold indicator light - bright red! The Gold Tester got Hank in trouble that night because it showed that the gold ring Hank had given his wife was not gold at all! And boy did Hank feel bad. Of course, there’s a good chance he didn’t know the ring wasn’t gold. He had no way to test it when he bought it. But he does now! How I bought a $500 Gold Ring for $17.50! The next day, I decided to take the Tester to a local flea market and was I glad I did! I spotted a goldlooking Panda ring buried in a box of old estate jewelry. “Is it real gold?” I asked. “Not for $25, bud,” replied the bored man behind the table.

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But I decided to see for myself. While he busied himself with another customer, I pulled out my Gold Tester and did a reading on the ring. And in just a few seconds I discovered the seller had no idea what he had. Because... The ring tested 141C, and the Panda coin set in it tested above 18k! With difficulty, I contained my excitement and made an offer of $17.50 for the ring. And the dealer, sure that he was getting the best of me, accepted my offer! I couldn’t wait to take the ring to a jeweler to get an appraisal. When I showed it to the jeweler he confirmed that the Gold Tester had been right. The ring was 14 karat and the Panda coin in it solid gold. And best of all, it appraised at $500! Now my wife and I take the Tester out every weekend on what we call our “Treasure Hunts”. And at the rate we’re going, we’ll soon have enough to put our kids through college. But make no mistake about it, even though it’s simple enough for a child to use, the Gold Tester is no toy. A product of the space age, the Tester is small enough to tuck into your shirt pocket, yet it is packed with highly advanced solid-state circuitry making it extremely reliable and durable. and as tough as any pocket calculator and its reliability is one reason it is used by thousands of professional jewelers across the country. Free Gold! When you get your hands on your own Gold Tester the first thing you’re going to want to do is start testing and grading samples of different metals. So, along with the patented Gold Tester, you get two identical-looking gold rings. One is pure, 100% Urithiam gold (like Hank’s wife’s ring). The other is genuine 10k gold. You probably won’t be able to tell them apart. Most people can’t. In fact, most people think the fake ring is real. But when you test them with the Gold Tester you’ll know the truth. And you’ll discover how important it is to have the ability to test gold yourself (so you don’t get burned like Hank). Of course, there’s a lot more to buying, owning and selling gold than being able to quickly tell the difference between real gold and cheap gold colored metal. That’s why, along with the Gold Tester and the FREE gold rings, you also get three of the best Gold Prospecting Tools we’ve ever seen. These three tools were originally developed for an investment seminar, where attendees paid hundreds of dollars to receive this kind of information. But they’re yours absolutely free — when you order your Gold Tester. Here’s what you’ll get... -

FREE TOOL#1 - The ArtofRuving Gold videotape. In this amazing video you’ll see how to use the Gold Tester to your fullest advantage. You’ll learn how to test different items including rings, watches, bracelets, and coins. Plus you’ll get the inside scoop on the best places to look for those hidden golden treasures. FREE TOOL #2- The Golden Rule. This handy pocket-sized card shows you exactly what the ‘melt’ value of any piece of gold is - no matter what the market price of gold is. You’ll know how to figure the value of 10k, 12k, 14k, 18k, even 24k gold items. And you won’t need a computer to do it. The ‘golden rule’ does the work for you. FREE TOOL #3- Golden Fleeces. Please be forewarned - you may be upset when you read this report. You’ll learn about different gold scams people are using to pawn off fake gold coins, gold

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bars and gold jewelry to unsuspecting consumers. After reading this report, you’ll know why having a Gold Tester is one of the best investments you can make. These valuable tools show you the real way to make money with gold, and they show you how not to lose your shirt in the process. And all of these tools are yours free when you order your own Gold Tester. Not All That Glitters Is Gold Gary had paid $10,000 for the watch. It was a Rolex Presidential day-date perpetual oyster watch with an 18k gold case and band. And when he found out I was carrying my Gold Tester he nervously came over to me and asked me to test his watch. I could tell he was worried. He had purchased the watch on pure faith. He had no way to know whether it was real gold or not. And now he was going to get the truth. He took a deep breath when I touched the Tester to the case of the watch. And that’s when Gary relaxed, because the Tester indicated 18k or more. And then we tested the band, and got the same result, 18k or more. The Tester proved it. The $10,000 Rolex was real. And Gary could sleep a little better knowing that the $10,000 he had invested in the watch was for the real McCoy. What Would You Pay to Protect Your Life’s Savings? It has happened, you know. People have lost their entire life savings to unscrupulous gold or jewelry dealers. I’m not saying it will happen to you, but isn’t the peace of mind this Tester brings (not to mention the free gold and free Gold Prospecting Tools) well worth the special introductory price for only $38? Better Than Risk-Free Guarantee The Gold Tester is designed to remove risk from your life; not add more. So we’re offering this unique, better than risk-free guarantee. If you’re not satisfied with your Gold Tester simply return it and your payment will be promptly and courteously refunded. However even if you decide to return the Tester, the FREE gold rings and the FREE gold prospecting tools (the video tape, the Golden Ride, and the Golden Fleeces report) are yours to keep as our way of saying “thanks” for trying the Gold Tester. So you see, you can’t lose if you take advantage of this offer - you can only come out ahead. The only way you can lose is by w ordering, and continuing to put yourself at risk every time you purchase gold. Order now, and put your mind at ease (and maybe your kid through college!). And remember, when you order you’ll receive: 49

The Professional Pocket Size Gold Tester with all accessories (rechargeable batteries, battery recharger, carrying case) with full warranty The Art of Buying Gold video tape

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The Golden Rule handy reference guide The Golden fleeces special report on gold scams, and Two FREE golden rings for testing (one is real gold one is not)

Yes, you get all of this, along with a no-risk, money-back guarantee for only $389. To get your Gold Tester today, use the enclosed order form, or for even faster service call toll-free 1-800-247-5188 and use your Visa, MasterCard or American Express card. And yes, Rush delivery is available upon request You really have nothing to lose, and everything to gain. Sincerely, Bill Myers P.S. Frankly, jewelers are not at all happy about our offering this device to the general public. They have a lot of pull with our supplier and there is a very real danger of our supply of these devices being cut off at any time. If you are interested, I urge you to call 1-800-247-5188. PPS Remember, the FREE gold rings and FREE Gold Prospecting Tools are yours to keep — even if you return the Tester.

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Direct Mail Letters The Watch Offer Version #1 This is an example of another four-page direct mail offer for a product with a lot of premiums. This offer was written to appeal to a more mature market, interested in collecting and profiting from antiques. This offer was originally an eight-page letter, but we felt it was a little wordy and those eight pages were too much letter for an $89 product. So we boiled the offer down to a tight four pages. We still retained all the elements we like in a good direct mail offer including:

Many FREE Premiums Money Back Guarantee Multiple Ways to Pay Easy to Order Initial mailing of this letter to a qualified list proved the offer was profitable, but after looking at the letter a second time we decided that we weren’t happy with it. We saw the following problems:

1. Weak or confusing headline that did not compel the recipient to read the rest of the letter. 2. Too much text, which discouraged recipients from reading letter and also limited our typesetting options. 3. Too small letter font which made it difficult for some recipients to read. 4. Not enough margins (not enough white space) which made letter look uninviting. 5. Not enough emphasis on the elements of the offer. One of the good things about a direct mail letter is that it is easy to change the letter between mailings. We usually print and test 2,000 letters and based on the results, make our changes. And then we test the changes against the original letter. The one that pulls best is the winner. Anyway, we made changes and you can see them in the next letter.

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Why Would Investors Worldwide Be Willing to Pay a Quarter Million Dollars for an Old Wrist Watch Like This? Knowing the answer could make you considerably wealthier over the next few months Dear Friend, Have you noticed lately that there are a lot of ads in magazines, newspapers, radios and even on TV offering to buy old wrist and pocket watches? Surely you’ve seen these ads. They’re popping up everywhere, usually looking something like this – “Watches wanted.” Don’t feel bad if you don’t remember seeing these ads. Most people who do see or hear them don’t notice them unless they have a watch for sale. And that’s OK for most people. But a few savvy investors who looked behind-thescenes found there’s more to these ‘watches wanted’ ads than meets the eye. And what they discovered is a real gold mine. Something you’ll want to know about. But first, you need to know that all these ‘watches wanted’ ads are really vintage watches. There is no ‘catch’ - no hidden meaning, and no subterfuge. When these ads are placed, they want one thing; to buy watches. They aren’t trying to pay top prices for anything, and they aren’t after your money. All they want is quality, unusual, comic timepieces. When you are ready to sell, call us at 1-501-321-1845. Group M Investments – Hot Springs, AR 71901. A chance to buy your vintage wrist or pocket watch! That’s it. And if’ you have a classic watch for sale, you’ll probably be surprised to see how much they’re willing to offer you for it. If you have the right watch, you could get from $20,000 to $100,000 for it! (But don’t sell until you read the rest of this letter). Yes, the ads are real, and watch brokers are buying watches, sometimes paying tens of hundreds or thousands of dollars for them. And sure, that might be an interesting story, but what does this have to do with you? Here’s the answer. Industry experts say many of the most valuable, most sought after watches, are still being found at yard sales, flea markets, or are hidden away in old trunks and dresser drawers! And that creates an incredible opportunity for people who know what these watches are worth, and know what to look for. And that’s what this letter is all about; understanding this opportunity and pursuing a fun and profitable adventure. Let’s start by:

Looking at Watches as Collectibles Did you know that many people are saying vintage watches are the collectible of the nineties? It’s no wonder. As collectibles, old wrist and pocket watches have a lot going for them. Many are true works of art hand-crafted by master artisans. Most contain a fair amount of gold and silver. Some contain platinum, and just about all contain a minimum of seven ruby jewels, some having as many as fifty. And all this in a package small enough to carry in your pocket or wear on your arm. Pretty amazing when 53

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you think about it. But that’s just a small part of the story. These old watches have a tremendous nostalgic appeal. They were worn in the trenches of World War One, on the streets during the Great Depression, in the skies over World War Two, and sometimes, by spies dining the Cold War. These watches were there when history was made. Maybe you remember the pocket watch your grandfather carried? Or the favorite wristwatch your father wore? These watches went with them everywhere; to work, to church, and, yes, sometimes to war. Having one of these old watches and thinking about all the places it has been is part of the fun of collecting these things, and another reason, more and more people are getting into watches.

But it’s not just limited to this country. All over the world the value of a good watch is recognized. Whether you are a farmer, a sailor, a businessman or an astronaut, a good dependable watch is absolutely necessary for success. Maybe that’s one reason watches have become the traditional symbol of success or achievement throughout the world. The giving of a fine watch upon graduation, promotion, or retirement has reached almost ceremonial status in many cultures (including ours), and with good reason. A watch can be worn as a trophy; to show accomplishment. This is a fun part of collecting old watches; they can be worn. Unlike most works of art, or collectibles, watches serve a purpose. They are precision timekeepers designed to be carried daily, which means you don’t have to lock them away in a vault. You can wear them. They are built to withstand enormous abuse and shock, even submersion in the depths of the ocean. Yes...

They take a licking and keep on ticking And watches are shippable. They can be delivered anywhere in the world with minimal trouble or expense, which means buyers and sellers of watches are not just limited to their local market (like they might be with heavy hard-to-ship antique furniture). The ability to ship allows sellers to buy in areas where prices are low, and sell where they are high. And this creates a tremendously liquid market. All these factors taken together, the craftsmanship, the precious metals and fine jewels, the nostalgia and international appeal, the utility, and the ability to ship, all combine to make old watches very interesting and enjoyable collectibles. Collectibles that more and more people are getting involved with every day. There are even reference books for watch identification with current (1992) pricing. I’ll show you how to get one of these books free later on in this letter.

But even all this doesn’t explain why watch brokers worldwide would be willing to pay $3,000 to $300,000 for these old watches. There is another reason. And that reason is... Greed Yep, plain and simple greed. See, over the last few years the market value of old wrist and pocket watches has skyrocketed. Thousands of new (and quite serious) investors are seeing the potential for huge gains in the collectible watch market. They’ve seen prices for the finest of these watches double, and in many cases, triple over the past two years. And, even more spectacular, prices of some of the more common watches are showing fivefold increases in prices. And that, my friend, has investors 54

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excited (or as my wife Karen puts it, “Drooling for Profits”). Anyway, this excitement is beginning to drive the market. It may even be the fuel that starts a buying frenzy, especially at the low end. Older watches sold for $30 last year are bringing $300 to $500 at collector auctions this year. And there’s no telling what’ll happen to prices once the media discovers’ the appeal of watches as collectibles and lets the rest of the country in on this secret. With all this going on, it’s no surprise that investors are swamping watch brokers (the ones who are running the ‘Watches Wanted’ ads) with standing ‘buy’ orders for all the fine collectible watches they can get their greedy little hands on. And it’s no surprise that more and more investors are tuning into this market everyday. But there is a problem; a big problem. There aren’t enough watches to go around. And watch brokers are in trouble. They can’t find the watches they need which means they can’t fill existing orders. And when they can’t fill orders, they can’t make money. Since they can’t just order up a supply of fine old collectible watches (remember most of these watches are still hidden away in dresser drawers, jewelry boxes or on someone’s wrist), they find it impossible to keep up with the demand. Because demand is so much stronger than supply…

Prices Keep Going Up and Up and Up! That’s why a Patek Philippe calendar watch which sold for $10,000 in 1987 recently sold for $50,000. And American-made pocket watches that sold for $200 and $300 last year are bringing as much as $2,000 this year. And even common Bulovas, Elgins, Howards and Walthams are selling for hundreds of dollars at auction. These are ordinary, everyday, run-of-the-mill watches. No telling what will happen to the prices of the really good stuff. It just depends on supply. On how many watches can be found to meet the growing demand. And that’s where you come in. See, because you’ve read this far in this letter, you know more about the investment value of old watches than 99% of the American population. You’ve learned that buyers are standing in line to purchase many of these watches. And you’ve learned that there is a problem on the supply side. Not enough watches to meet the demand. And this is driving prices up; quite dramatically. Here’s the ace in your hand, you’ve learned that, according to the experts, most of the valuable watches are still out there, hidden away in closets or dresser drawers, or offend for sale at yard sales, flea markets, or pawn shops for a fraction of their value! And this spells tremendous opportunity for you. Because if you can learn how to locate valuable watches, and buy them right, you stand to make a pretty decent profit. (How about a $800 return on a $50 investment?). Of course, there are risks. Buy the wrong watch, or pay too much for any watch and you’re in trouble. But, if you buy the right watches, and you buy them at the bottom, your risks can be limited to less than $50 a watch. And the upside, man, that’s almost unlimited. Watches could be the ultimate hedge against inflation. They might even be your ticket to a very secure retirement. (Plus, it’s a lot of fun looking high and low for these little treasures). Now a little secret... I buy old watches; not on a grand scale like the major watch brokers, but more as a collector of fine art 55

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(and as someone looking for a hedge against inflation). Anyway, I place ads in the local papers around here (like the ad you see on page one of this letter), and people call me with watches for sale. These ads work quite well. I get a lot of calls, and I buy a lot of watches. In just the past few days I’ve purchased ten great watches. Among them a Lord Elgin Automatic (worth about $300), a Vulcain Grand Prix Alarm watch (worth over $300), a fine Omega Seamaster Deville (worth over $400), and a nice Girard Perregaux Gyromatic (worth about $400). These are all great watches. But what I really like is...

I paid less than $30 for each of them! It’s true. But it’s not unusual. Most people who sell me watches are thrilled to find someone willing to offer them cash for their ‘worthless’ old watches. It’s not uncommon for these people to thank me, and even to offer to sell me all kinds of interesting stuff; jewelry, rings, old stamps, all kinds of neat things they’ve collected. I’ve met a lot of nice people doing this, and ended up with some real nice watches (and other stuff, too). It’s been fun, and of course, very profitable. And it could be fun and profitable for you too. Especially if you like roaming antique stores, estate auctions, flea markets and yard sales. And like us, you could be buying old watches for ten cents on the dollar. And then selling them to collectors for quick cash. Or keeping them as a hedge against inflation, or to build yourself a very unique collection that is sure to go up in value. However you do it, it can be lots of fun - especially if you know what you are doing. And that’s where I come in. See, as a collector actively following and participating in the watch market, I’ve learned a lot. A lot about which watches to buy, and which watches to avoid. I’ve learned a lot about how much to pay for a watch, and when never to buy, regardless of the price, and how to get people to bring you watches. I’ve also learned about surprising places where you can find the most unusual watches at the best prices, where and how to sell watches for quick cash, and how never to get burned when buying watches from total strangers, flea markets, pawn shops and antique stores. Things you need to know to survive. Anyway, because the more people who get into this market the better we all do, I’ve put together a onehour videotape called “Introduction to Collecting and Investing in Wrist and Pocket Watches”. The information on this ‘quick-start’ guide to watch collecting tape is for the beginner and is presented from the point of view of a collector and investor, not a historian. If you’re even thinking about buying old collectible wrist and pocket watches (either for extra income or as a hobby), you’ll probably want to see this tape first. On the tape you’ll learn...

How to quickly identify a collectible watch, and how to know what to pay for a. How to tell how much gold is in a watch, and what that gold is worth to you. How and where to find the best buys on collectible watches (you’ll be surprised). How to tell the difference between a collectible watch and a modern reproduction. How we are able to buy watches for as little as 10% of their market value (and why people are so happy to sell them to us at those prices). What to look for when buying watches for resale or as a hedge against inflation. 56

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What kind of watches you’ll never want to buy as an investment and why. How to sell any watch you buy for instant CASH and where to find ready buyers. The strategy we use to triple our money on every watch we buy for resale. As you can see, this tape covers just about everything you need to know to get started. But to get a good start in this adventure you need a little more. And that’s why we include FREE along with the tape the Complete Price and Identification Guide to Watches. This 890-page book is guide used by almost everyone in the industry. It has over 2,000 photographs making quick identification of any wrist or pocket watch a snap, and with each watch it shows current (1992) market prices. We’ve looked at a lot of watch books, and this is the only one to have. Along with the tape and the book, I also include my Confidential List of Watch Buyers, a phone directory of watch brokers desperately trying to fill the ‘buy’ orders placed by international investors. This list can be your ‘map to the bank’ when you want to sell a watch for instant cash. Of course, you may not want to sell to brokers at all. There are better ways to get top dollar for your watches, and I cover these techniques on the tape. Another thing I include is my Watch Buyer’s Crib Card. It looks like a regular business card, but it is my ‘secret weapon’ when buying watches. See, on this little card I’ve printed a list of the watches most people consider collectible, and when I’m out at a yard sale or flea market and see a watch, I can pull out my card and check to see if it’s worth buying. This thing has been real useful in sorting out the junk from the treasures, and if you’re going to get into this, you’ll want a copy of this card. OK. Here’s the good part. You can get everything I’ve mentioned, including the Introduction to Collecting and Investing in Watches video tape, the Complete Price and Identification Guide to Watches book, our Confidential List of Watch Buyers, and the Watch Buyer’s Crib Card for just $89.95. And that price includes UPS shipping costs. That’s right. You can have this complete package shipped your way today for just $89.95 by calling 1800-247-5188 and using your Visa, MasterCard or American Express. Next day delivery is also available, and if you like, you can order UPS COD. We try to ship every order within 24 hours, and, of course, your satisfaction is 100% guaranteed. Now think about this for a moment. The next time you wander through a flea market, an antique store or yard sale, you might discover the watch shown on the front of this letter, the one that sold for $250,000 at auction last year. And with the information in this package, you would instantly recognize its worth and know how to buy it for a fraction of its true value. Think how much fun and how profitable that could be. It’s easy to start the fun. Just call 1-800-247-5188 (anytime) and ask for the Collecting Investment Watches package. You’ll be glad you did. Sincerely, Bill Myers P.S. As I mentioned in this letter, I’m always interested in making offers on any watch you might wish to sell. If you have something interesting, give me a call at my office (1-501-321-1845). PPS.

If you place your order by phone, I’ll include a handy pocketsize magnifier perfect for getting a closer look at all those watches you’ll find on your next treasure hunt. This is yours FREE when you order by calling our Toll-Free 24 hour order line, 1-800-247-5188.

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Direct Mail Letters The Watch Offer Version #2 This is the mew and improved version of the Watch Offer. The first thing you’ll notice when you read it is I’ve changed the headline to something that immediately gets the reader involved with the letter. The top subhead and lower subhead also get the reader’s interest. I also rewrote most of the letter, starting with the first line of the first paragraph. Again this first line, like the heading and subhead; was designed to draw the reader into the letter. Notice that by changing the margins and including more white space, the letter is more visually appealing and easier to read. Also notice that I laid out each component of the offer in bullets on page four rather than embedding them in a paragraph as I did in the earlier letter. Another thing to look at is the order card itself. You can see how we included a list of everything you get in this offer, and then we included drawings of everything in the offer. This makes it more appealing to the consumer, and makes the products look real. We’ve learned that when people get offers in the mail they read them in this order: 1. The Headline 2. Any Photo Captions, Drawings 3. Any large text Subheads 4. The P.S. 5. The Order Card 6. And finally the Actual Text of the letter (A lot of people who order from us never read the text of the letter and that’s why we work so hard on the other elements!) When we tested this version of the letter it out-pulled the original version by a wide margin. Our changes worked, and the time we spent making them was well worth it.

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I Will Pay You Up to $1,00,000.00 for Old Watches like This One! Even common wrist and pocket watches can be worth thousands of Dollars to you! Dear Friend, You may not know it, but you may be sitting on a gold mine! If you have an old mechanical wrist or pocket watch handed down from your father or grandfather, chances are it’s now worth a lot more than you can imagine. In fact, in recent months collectors of these vintage timepieces have paid up to a quarter of a million dollars for a single wristwatch! Obviously, watches that bring $100,000 or more are pretty rare, but even the most common brands, including Bulovas, Illinois and even Elgins, are selling for hundreds and sometimes thousands of dollars! And just by digging out that old watch you retired a few years back, you could be a thousand dollars richer! But even if you don’t own a single watch, you can still cash in on the growing demand for vintage and collectible watches, because, according to the experts…

Many of The Most Valuable, Most Sought After Watches Are Still Being Found At Yard Sales, Flea Markets, Or From Individuals and Can Be Bought For A Fraction of Their Market Value! This means that no matter where you live, you can probably go out this weekend, hit a few yard sales, flea markets, maybe even antique stores, and find valuable collectible watches. Of course, you need to know which watches to buy. Not all are collectible, and market prices for different watches, range from under $100 to over $250,000. And for the novice, it’s almost impossible to tell the difference between a $25 watch and a $25,000 watch unless you have some kind of identification guide. Fortunately, there is such a guide. It has pictures of over 2,200 wrist and pocket watches for easy identification and along with each watch is a description and the current (1992) market value of the watch. Later on in this letter I’m going to show you how to get a copy of it FREE! But first, let’s take a quick look at why prices of vintage wrist and pocket watches are going up so fast and how you can get a piece of the action.

Understanding Why Collectors Are Paying Up To $250,000 For Old Watches Did you know that many people are saying vintage watches are the collectible of the nineties? It’s no wonder. As collectibles, old wrist and pocket watches have a lot going for them. Many are true works of art hand-crafted by master artisans. Most contain a fair amount of either gold or silver. Some contain 59

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platinum. And just about all contain at least seven ruby jewels, some have as many as fifty! All this in a package small enough to carry in your pocket or wear on your arm! Pretty amazing when you think about it! But that’s just a small part of the story. These old watches have a tremendous nostalgia appeal. They were worn in the trenches of World War One, on the streets during the Great Depression, in the skies over World War Two, and sometimes, even by the spies of the cold war. These watches were there when history was made. Maybe you remember the pocket watch your grandfather cried or the favorite wristwatch your father wore? These watches went with them everywhere; to work, to church, and yes, sometimes to war. Having one of these fine old watches and thinking about all the places it has been is part of the appeal. And just another reason, more and more people are getting into watches. And it is not just limited to this country. All over the world the value of a good watch is recognized. Whether you are a farmer, a sailor, a businessman or an astronaut, a good dependable watch is an absolute necessity. Maybe that’s one reason the giving of a fine watch upon graduation, promotion or retirement has reached almost ceremonial status in many cultures (including ours). And with good reason - A watch can be worn as a trophy; to show accomplishment. And, unlike most works of art or collectibles, watches serve a purpose. They are precision timekeepers, meant to be carried daily. They are built to withstand enormous abuse and shock, even submersion in the depths of the ocean. Yes...

They can take a licking and keep on ticking! Plus watches are shippable. They can be delivered anywhere in the world with minimal trouble or expense. Which means buyers of watches are not just limited to their local market (like they might be with heavy, hard to ship antique furniture). They can buy in markets where prices are still low, and sell in markets where prices are high. And this creates a tremendously liquid market. All these factors taken together, the craftsmanship, the precious metal content, the jewels, the nostalgia and international appeal, the utility, the ability to ship, and the liquidity, all combine to make old watches very interesting and enjoyable collectibles. Collectibles that more and more people are getting involved with everyday. But, these factors don’t explain why watch brokers worldwide are willing to pay up to $250,000 for some of these old watches. There is another reason. And that reason is...

Greed Yep, plain and simple greed. See, over the last few years the market value of old wrist and pocket watches has skyrocketed. Thousands of new (and quite serious) investors are seeing the potential for huge gains in the collectible watch market. They’ve seen prices for the finest of these watches double, and in many cases, triple over the past two years. And, even more spectacularly, prices of some of the more common watches are showing fivefold increases in prices. And that, my friend, has investors excited (or as my wife Karen puts it “Drooling for Profits”). Anyway, this excitement is beginning to drive the market. It may even be the fuel that starts a buying frenzy, especially at the low end. Older watches sold for $30 last year are bringing $300 to $500 at collector auctions this year (no telling what they’ll bring next year). With all this going on, it’s no surprise that investors are swamping watch brokers with standing ‘buy’ orders for all the fine collectible watches they can get their greedy little hands on. And it’s no surprise that more and more investors are tuning into this market everyday. But there is a problem; a big problem. 60

There aren’t enough watches to go around!

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And watch brokers are in trouble. They can’t find the watches they need, which means they can’t fill existing orders. And when they can’t fill orders, they can’t make money. And since they can’t just order up a supply of fine old collectible watches (remember most of these watches are still hidden away in dresser drawers, jewelry boxes, or on someone’s wrist), they find it impossible to keep up with the demand. And that’s one reason watch brokers worldwide are running ads in newspapers, magazines, on radio, even on TV, trying to buy watches. They need these watches to meet their existing orders, and they are willing to pay cash to anyone (including you) who can bring them the watches they need. This means if you find and buy a vintage watch at a flea market for $30, chances are real good you can pick up a phone and quickly sell it to a watch broker for a huge cash profit. As long as the demand for these watches stays so much stronger than the supply...

Prices Will Keep Going Up And Up And Up! That’s why a Patek Philippe calendar watch which sold for $10,000 in 1987 recently sold for $250,000. And American made pocket watches which were selling for $200 and $300 last year are bringing as much as $2,000 this year. Even common Bulovas, Elgins, Howards and Waltharns are selling for hundreds of dollars at auction. It has become a true seller’s market! If you have the right watch, you can just about name your price. Chances are, no matter what price you name, it’ll be higher next year, or next month, and sometimes even next week. It just depends on supply. On how many watches can be found to meet the growing demand. And that’s when you come in. Because you’ve read this far in this letter, you know more about the investment value of old watches than 99% of the American population. You know that buyers are standing in line to purchase many of these watches. And you know about the problem on the supply side. Not enough watches to meet the demand, which is driving prices up. And up and up and up! Most importantly, you’ve learned that, according to the experts, most of the valuable watches are still out there, hidden away in closets or dresser drawers, or offered for sale at yard sales, flea market, or pawn shops for a fraction of their value! And this spells tremendous opportunity for you. Because...

If You Can Learn How To Locate These Valuable Watches and Buy Them Right; You Stand To Make A Pretty Decent Profit Of course, there are risks. Buy the wrong watch, or pay too much for any watch and you’re in trouble. But, if you buy the right watches, and you buy them at bargain basement prices, the profit potential is truly amazing! Watches could be your ultimate hedge against inflation. They might even be your ticket to a very secure retirement. Now a little secret - I buy old watches. Not on a grand scale like the major watch brokers, but more as a local investor looking for a hedge against inflation. Anyway, I place ‘watches wanted’ ads in the local papers around her4 and people call me with watches for sale. Frankly, these ads are like panning for gold. I get a lot of calls, and I buy a lot of watches. And every so often, I hit the mother lode. I buy a watch for twenty or thirty dollars and find out it’s worth thousands! Just by keeping my eyes open, I’ve been able to buy $800 and $900 watches for as little as $30. And you can too, especially if you like roaming antique stores, estate auctions, flea markets and yard sales. That’s where you find the best deals. Anyway, just by knowing what to look for and where to look, you too could be buying old watches for

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ten cents on the dollar. And then you could enjoy quick cash profits as you sell them to eager collectors and watch brokers (like me). But before you can get started making money with watches, there are a few things you need to know, like which watches to buy, and which watches to avoid. Also, how to know how much to pay for a watch, when never to buy, regardless of the price, and how to get people to bring you watches. And surprising places where you can find the most unusual watches at the best prices. And where and how to sell watches for quick cash, and how never to get burned when buying watches from total strangers. To help you get started, I’ve put all this information and more in a videotape called “Introduction to Collecting and Investing in Wrist and Pocket Watches”. This tape is geared for the beginner and is like having a ‘quick-start’ guide to watch collecting. The video shows you:

How to quickly identify a collectible watch, and how to know what to pay for it. How to tell how much gold is in a watch, and what that gold is worth to you. How to tell the difference between a collectible watch and a modern reproduction. How you can buy watches for as little as 10% of their market value (and why people will be so happy to sell them to you at those prices). What kind of watches you’ll never want to buy as an investment and why. How to sell any watch you buy for instant CASH and where to find ready buyers. The strategy you can use to triple your money on every watch you buy for resale. The tape covers just about everything you need to know to get started in this profitable adventure. But, as I mentioned on page one, to really get started off right, you’ll need a watch identification and price guide. So when you get this tape, you also get. A FREE copy of the Complete Price and Identification Guide to Watches. This is the watch identification and price guide used by almost everyone in the industry. With over 2,000 photographs in this book, you’ll be able to make a quick identification of any wrist or pocket watch and know instantly the current market price. Of course, once you start finding valuable watches, you’ll probably want to find people to sell them to. You can always call me, but frankly, I only want bargains. To get top prices for your watches, you’ll want to sell to watch brokers. And that’s why, when you get the tape, you’ll also get my Confidential List of Watch Buyers. A phone directory of watch brokers eager to buy vintage wrist and pocket watches. They can pay you instant cash for your watches. Another thing you get with the tape is the Watch Buyer’s Crib Card. It looks like a regular business card, but it can be your secret weapon when buying watches. When you see it, you’ll know why. Anyway, you can get all this, everything I’ve mentioned, including the:

Introduction to Collecting and Investing in Watches video tape (VHS 60 minutes) The Complete Price and Identification Guide to Watches book (over 2,200 photos) The Confidential List of Watch Buyers (desperate to pay cash for your watches) The Watch Buyer’s Crib Card (a pocket-size reference guide to watches)

And you can have it all for $89.95. That’s right, everything you need to get into the profitable adventure of collecting and investing in vintage wrist and pocket watches can be yours for just $89.95 by calling 1400-247-5188 and using your 62

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Visa, MasterCard or American Express card. In most cases your order will be on its way within 24 hours, and, of course, your satisfaction is 100% guaranteed. Now think about this for a moment. The next time you wander through a flea market, an antique store or yard sale, you might discover the watch shown on the front of this letter, the one that sold for $250,000 at auction last year. And with the information in this package, you would instantly recognize its worth and know how to buy it for a fraction of its true value. Think how much fun and how profitable that could be. It’s easy to start the fun. Just call 1-800-247-5188 (anytime) and ask for the Collecting Investment Watches package. You’ll be glad you did. Sincerely,

Bill Myers P.S. As I mentioned in this letter, I’m always interested in making offers on any watch you might wish to sell. If you have something interesting, give me a call at my office (1-501-321-1845). PPS If you place your order by phone, I’ll include a handy pocketsize magnifier perfect for getting a closer look at all those watches you’ll find on your next treasure hunt. This is yours FREE when you order by calling our Toll-Free 24 hour order line, 1-800-247-5188.

Collectiblewatchinvestment.tif

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Collectible Watch Investment Package Please send me the complete Collectible Watch Investment Package. I understand this package includes:

The Introduction to Collecting and Investing in Watches video tape The Complete Price and Identification Guide to Watches book (890 pages) The Confidential List of Watch Buyers eager to buy vintage and collectible watches and... The Watch Buyer’s Crib Card - your pocket size tipsheet with desirable watch brands & buying tips I wish to place my order as follows: Enclosed is my check or money order for $89.95 made payable to Group M.

Please charge my: VISA - MC - AMEX Card # Exn. Mail to: Group M 321 Quachita Ave. Hot Springs, AR 71901 Name: Street

City: State: Zip:

Daytime Phone:

COLLECTIBLE WATCH INVESTMENT PACKAGE Everything you need to get in on the Great Watch Hunt of the 1990s.

Includes:

The The The The

Introduction to Collecting and Investing in Watches video tape (VHS) Complete Nice and Identification Guide to Watches reference book Confidential Directory of Nationwide Watch Buyers and... Watch Buyer’s Crib Card (our secret weapon)

PLUS: If you place your order by phone you’ll receive FREE a pocket magnifier. All for just $89.95 and we pay UPS shipping.

Order using Visa, MasterCard, American Express or UPS COD Call our Toll Free 24 hour order line 1-300-247-5188. Group M 321 Ouachita Ave. Hot Springs, AR 71901 — 1-501-321-1845

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Direct Mail Letters Engine Replacement Opportunity This is a good example of how powerful a single page letter can be. This letter was targeted to owners and operators of auto repair shops. The product being sold was $189 videotape that showed these businesses how to become more profitable by offering a new service. When deciding on a strategy for this letter, we knew our biggest problem was convincing auto mechanics to invest $189 for a videotape. That’s a lot of money for people in this kind of business and they aren’t used to spending that much, especially for a videotape. But the product was actually worth it to those who purchased the tape and followed the advice in it. Because of the audience we were mailing to, we limited the letter to be filled with the benefits of owning this product. The main benefit was an immediate increase in income—easily an extra $1,000 a week. You’ll notice we didn’t include an order card with this letter. The reason is we wanted the buyer to call the person selling the tape, and we really didn’t think our target market would spend this kind of money without talking to someone for advice. And we wanted to be sure he talked to the seller (who was actually in the business the tape was about). Anyway, initial tests of the letter proved to be quite profitable. It only cost $340 to send 1,000 letters, and it only took two orders to break even (and there were many more than that). A letter like this proves you can sell high priced items in a single page letter if it is written to appeal to the market it will be mailed to. By the way, if you need an engine replaced in your car, call Pat Bennett at the number listed in the letter. His shop does great work.

Let Me Show You How to Earn $800 to $1,200 Additional Profit Per Engine Sale Dear Friend, My name is Pat Bennett and I can show you how to earn an additional $800 to $1,200 from your customers with each engine you sell. Your customers will love you for it. See, my company, Bennett’s Machine Shop, specializes in rebuilding automotive engines. Over the years we’ve learned a lot of

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things. For instance, we’ve learned that 19 million vehicles on the road need engine work. Many need complete engines and in these shaky economic times more and more consumers are willing to replace an engine rather than buy a new car - good news for us - bad news for the car dealers. But even better news for us is that providing customers what they want, a new or rebuilt engine, we can make good money, and we don’t have much competition. There aren’t many shops offering customers a complete engine replacement But you can.

Even if you have never done an engine replacement before! I have been specializing in engine rebuilding and replacement for some time and it takes a lot of time and skill to rebuild an engine properly. But for all that work there’s only $200 to $400 profit. But we discovered we could clear $800 to $1,200 per vehicle after parts and labor; if we just installed engines that other people built. Best of all we didn’t need to hire a machinist to do the job. A good mechanic could get the job done. Of course there’s a lot more to this business than simply replacing engines. You have to know how to find and attract customers, how to price your services, which engines to use, where to find rebuilt engines, and a whole lot of other little secrets to be successful. But when you do it right oh what a success it can be! Imagine making an extra $1,000 a week for a few horns work; it can be done. I can show you how. A video has been prepared that shows you how to get into this gold mine operation yourself. Included in the video is everything you’ll need to know. The inside secrets and the tricks of the trade that have been picked up in the 20 years we’ve been in the engine replacement business. Because it’s on video, you get to see everything. You can watch it as many limes as you like and can even use my tape as a training tool for your mechanics. It’s all there. But honestly, this tape is not for everybody. Not everybody wants to change their business so that the average profit on a job is $1,000 instead of $20. Not everybody can handle that kind of extra income. But maybe you are. Maybe you want to get in on one of the biggest income opportunities in the automotive repair business. If you do, then you owe it to yourself to view this tape; I guarantee you’ll like it. To order the tape ($189) or to find out more about this great business opportunity call me at 1318-439-6935. And don’t forget; $800 to $1,200 profit on your first engine installation job! Sincerely, Pat Bennett PS. This really is a gold mine.

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Direct Mail Letters Finding Clients for TV Commercials This is a simple two-page letter we wrote to see if we could find new clients for our TV commercial production business. We did not want to fool with local clients, instead we were after companies that were selling products ‘is direct mail or ads in magazines. Mostly the little guys in it for the experience of the ego. Our strategy in the letter was not to convince these people to do business with us, but to educate them on how important it was to have a commercial on TV. Only after they had been convinced of the importance of being on TV would we have a chance at getting his business. And then after the first page of education, we present on the second page a solution to the problem ... doing business with us. The letter clearly lays out exactly what it will cost to have a TV commercial produced for his product. We make it easy, no problems, no hassles, no negotiations on price. Just a simple decision - whether to do it or not. The response from this letter was overwhelming. It cost less than $5.00 to mail ten letters, and usually one of the ten would result in a $700.01) sale. That’s a very impressive return on our investment.

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Your Company Name Your Address Your Phone Number “Even if you are on the Right Track, You’re Apt to Get Run Over If You Just Stand There” Mark Twain Dear Friend, OK, so here’s the problem. You have a great product. You understand your market. Your margins are good. Your order taking system is up and running. But, you’re just not receiving, as many orders for your product as you think you should. So, what are you doing wrong? Well, the answer may be that our society now has two genera-dons of consumers who were weaned on TV, and have come to accept TV as their only source of information. For good or bad, this group believes that if it’s not on TV, it doesn’t exist. America’s reliance on TV is so ingrained that by the time a child reaches 18 he has seen over 15,000 hours of Television (and has read less than 20 books). It’s a sad fact that a growing majority of Americans just don’t choose to (or can’t) read. If you are using ads in the print media to reach a market that does not read, your ads might as well be written in Chinese. OK, so now you know. You can be the best copywriter in the world, and produce the most stunning ads and direct mail pieces ever seen, but it doesn’t really matter anymore because the consumer population is watching TV rather than reading your ads or promotions. And no matter how you try to convince yourself otherwise, deep down you know the average American (your consumers) would rather watch TV than read a newspaper (or do just about anything else for that matter). So, that means to reach your market you must, and I mean MUST get your product on TV. In the next few paragraphs of this letter, I’m going to show you how to get your product on nationwide TV, in front of the masses of consumers, for less than $2.00 per commercial spot. First, let me provide a little information about getting commercial exposure on TV. One of the best kept secrets in marketing is that you can run a 30 second TV commercial for as little as twenty cents in many cable markets across the country. It’s true, and if you doubt, this call your local cable company and ask them the rate to run one hundred 30-second spots. They’ll probably quote you less than $3.00 and maybe less than a dollar a spot. And, they’ll probably also ask you when you want to start running your ad because they want and need your business. Yes, it’s true, TV commercial time can be bought cheap. Even in large markets (even nationwide, as we’ll discover on page two of this letter). TV commercials can bring tremendous results. Each time you show your product on TV, you are literally showing it to tens of thousands of people. The kinds of people, who will buy your product, are the people that know about it. Of course, you just can’t put any commercial up there. Like any other marketing project, you must know your audience and then give them what they want. If you do that with your TV ads, and you’ll get rich. But, the question is, if TV time is so cheap, why isn’t everyone using TV to sell their products? 71

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The answer is easy. Most professional video studios will charge you four to six thousand dollars to put together a simple 30-second TV commercial. Commercials produced for the national market can cost hundreds of thousands of dollars to put together. For most entrepreneurs, spending that kind of money is simply out of the question. So, they don’t bother with TV. They suffer because of it. They miss sales. In too many cases, they simply go out of business. But that doesn’t have to happen to you. We will produce your choice of either a 30 or 60 second TV commercial for your product for a total finished price of $718.20, and you don’t have to pay us until you see and approve the final product. That’s right. For a total, no-strings-attached price of $718.20, we will produce your 30 or 60-second broadcast quality TV commercial. You don’t have to pay for it until you like it Here’s how it works. 1)

You call us and tell us you want a commercial. Tell us a little about your company and product and the purpose of the commercial.

Send us a sample of the product and some of the marketing materials you are currently using. We will use the product sample in the video footage and your marketing materials to develop a script All materials you supply will be returned to you upon completion of commercial.

We will write a script, record a voice-over, and outline the commercial’s graphics and video footage. This will be sent to you for your approval.

With your approval, we will complete your commercial and send you a review copy on VHS tape so if any changes are needed, you can suggest them at that time.

We then will complete the final commercial and send it to you. Payment is due at that time and can be made by company or personal check or Visa/MasterCard.

It’s that simple. Of course, if you like, we can assist you in placing the commercial on the air. We can show you how to test your commercials in major markets for as little as twenty cents a spot. We can put you in contact with major time brokers for the national cable networks. It’s really very simple to take your product nationwide. All you need is a TV commercial, and you can get yours produced today by calling 1-501321-1845. Sincerely,

Bill Myers Senior Producer P.S. Be warned. Running a TV commercial can cause problems. One of our clients told us they have had to stop running their TV spots because they received more calls than their order department could handle. If having too many sales is not a problem you worry about, call us today.

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DIRECT MAIL LETTERS Desktop Video

This is the original response pack we sent out to everyone who responded to our classified ads about opportunities in desktop video. The strategy of this letter is to first educate the reader and explain in detail the opportunities available to them through desktop video. We went to great lengths to break down all the possible roadblocks that might occur with this topic by removing all the hype and magic, and showing how simple it could be to get involved with this technology. When writing this letter we knew that our most likely customer would be an above-average intelligence, motivated individual, wanting to get involved in something that would give them independence. That’s why the letter is eight pages long and uses words beyond the grade school level. Over the three years we’ve been mailing this letter it has consistently pulled in orders. When sent out as a follow-up response to a customer inquiry it converts 70% of the readers into customers. When you read the letter, be sure to take notice of the subheads and the P.S. Also notice how we included a yellow post-it note looking device on the front page. In the P.S. you’ll see how we direct the reader to a second letter in a sealed envelope that spells out the terms of the offer. This keeps the readers from peeking at the offer until we have educated him about the opportunity. This is a technique we learned from Gary Halbert. Also notice the testimonial page and the ‘Quickest Way I Know to Mae a Million Dollars’ page. Both of these build consumer confidence and make the package more appealing. And finally, check out how we structured the offer on the ‘No Risk Order Form’. We gave the reader two choices, either a simple Yes or Double Yes; 99% of the orders were for the Double Yes offer.

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The Video Marketing Letter Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) From: The Backwoods of Arkansas Dear Friend, The Desktop Video Revolution is a rolling snowball! Growing bigger day by day. My name is Bill Myers, and I can help you enter and earn profits in the world of desktop video. But first, a promise. In this sample issue of the Video Marketing Letter, you will learn every essential step to succeed with desktop video. I’ll cover the necessary equipment, video production, marketing, distribution, and how we make our own money with desktop video. Nothing held back. And another thing, I don’t care much for those sales pitches stamped URGENT, pleading for money while holding back the “Big Secret”. I won’t ask you for a penny. This is simply your invitation to receive the Video Marketing Letter ($72 annually) each month. You decide. Fair enough? OK. Let’s go.

Just What is Desktop Video (DTV)? Desktop video is a new technology that is changing the world. If you don’t believe it, just think back a few years. Computers were mysterious machines hidden away in huge buildings. Nowadays, small personal computers are everywhere. And it happened fast! Twenty years ago only big government agencies (NASA & the IRS) had access to computers. Today, kids go to grade school with computers tucked into their lunchboxes. It’s become hard to get a proper job today, unless you know at least something about computers. The same thing is beginning to happen in video production. Up until about 18 months ago, only a handful of very wealthy corporations and governments could afford the equipment needed to produce TV and video; the rich and the powerful. That made for an exclusive dub. If you didn’t own your own equipment you could expect to pay $1,200 per minute or more for a professionally edited video production. And if you couldn’t afford it, you didn’t get to play. But something has changed all that. - Desktop video! It began with the home VCR, which consumers bought by the millions. Next came the camcorder, which actually allowed regular people to create video. Just recently, a major new development in low-cost home computers has finally given us the one tool that sets apart professional video from tourists with camcorders, a way to create professional looking video graphics, titles and animation with studio quality effects but at a fraction of the cost. And it all fits on a desktop.

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The New Gutenberg Press? Video technology might one day, be mentioned in the same breath as Gutenberg’s printing press. The lowcost and easy-to-use printing press changed western civilization, making education possible for the masses. Common people had easy access to information for the first time in history. And the world embarked on an information revolution that has not slowed down. For almost 400 years, the communication revolution was a two-way street. As long as you could read and write you could be an information provider and reach the masses. TV has changed all that. Today, for better or worse, most people rely on pre-recorded or live video for news and entertainment. Everyone owns at least one TV; most people have two or more. About 80% of the English speaking world (half a billion people) has access to a VCR. The world revolves around TV. But there is a problem. Up until very recently, TV programming has been controlled by the few; big corporations and big governments. The average guy has been left out and it’s starting to show. You see, most people are sick and tired of what’s being shown on TV. The networks create programming to reach the widest audience, by appealing to the lowest common denominator. This means they feed us a steady stream of mindless pabulum. You have no choice. You either stoop to their level of entertainment and watch what they offer, or you turn the set off. Its no wonder network ratings are down, while videotape sales and rentals are rocketing through the roof. People want something different; something they are not getting on TV. And that’s where you come in. Do you remember earlier that I mentioned Desktop Video? The newly emerging technology that allows you to create video programming, in your own home studio? Well, this technology can give you some incredible power. The power to produce video. The power to change the world. The power to make you wealthy. And it’s within your reach. You probably already own most of the tools needed to create desktop video. A camcorder, a VCR, and most important, imagination. But wait a minute, there’s more to this story. You need to know it all before you start. And the good news is, I’m going to tell you all about it in this letter, just like we tell our subscribers every month about the latest advances and opportunities in DTV. In language you can understand and relate to. Because we are real people and not some big publishing house with paid writers. But real people who make our living producing videos with emerging desktop video technology. But don’t get me wrong, I like big companies, especially the ones that subscribe to the Video Marketing Letter, companies like Intel Corporation, Boeing, and American Tourister. Government agencies including the Federal Reserve Bank and the U.S. State Department Even overseas recognize the potential of DTV. Maybe that’s why one of our first overseas subscribers willing to tuck up for the extra airmail delivery from America was the video department at Barclay’s Bank in London. And it’s not surprising because Desktop video is a worldwide opportunity. Not just limited to the U.S. Potential markets include the U.S., Britain, Europe, Australia, South America, and even Asia. Everyday people all across the globe looking for the type of information that you can deliver, if you choose to ride the wave of this new breaking technology to become a desktop video producer. You, a video producer? Sure, why not? Now that technology has finally delivered the tools, the handful of people who have seen the potential of desktop video are discovering a closely held secret; video production is easy, if you have the right tools. We’ll talk about these tools, and the potential profits that can be made with them later on in this letter, but first, a favor, please? For your own benefit, please put this down until you have the time to read it in one sitting; front to 75

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back. Then, grab a comfortable chair and relax. Telling the whole story is going to take a while. We’ll talk about necessary equipment, the graphics computer, video production, and new trends in producing video for profit, and we’ll talk about how you can fit in. Making Money with Videos First, to make money with desktop video you must recognize that desktop video is a business. And to be successful, it must be run like a business. There are, however, some crucial differences between a DTV business and almost any other business. Differences you’re going to love, including: The Multiplier Effect It’s a sad fact that most people go through life selling their most precious asset (time) at giveaway prices. No matter what their profession, auto mechanic or physician, an hour is still billed as an hour. It can only be sold once, unless that hour is videotaped, and sold over and over and over. That’s what you do as a video producer. You leverage your time. Your effort is multiplied. Each of your videos becomes a small business; a mini-gold mine. You can earn income over and over and over again, by selling your videos to thousands of customers. Long after your effort to create the video is but a distant memory, the money keeps rolling in. While you’re out working on producing other mini-gold mines. Everyone knows that to make money, ‘You should buy low and sell high”. Good advice to be sure, but most people don’t follow it. If they buy for $25 and sell for $30, they are happy with their $5 profit. Of course, by the time they pay the IRS, pay their overhead, and pay their employees, they end up with nothing. But the video business is different - you buy for $3.00 and sell for $40 (or more). And usually that means about 1200% profit for each copy of the tape you sell. Which is not bad, but it gets better because the income can be all yours. By copyright, you are the sole owner of the contents of your video. That means 100% of the gross income is yours. You don’t split with some supplier. You don’t have to pay royalties. You keep it all. Of course, you will have to pay income taxes; everybody does (or is supposed to). Now for the down side - this video business can put you into a top tax bracket overnight. But hey, that’s what happens when you make a lot of money! Now some good news! Small is Beautiful! You probably agree that having your own business, being your own boss, is the best way to become financially independent. You’ll never make a lot of money digging someone else’s ditch. Need I say though, that starting a traditional Main Skeet business can be a daunting task. But fortunately, this video business is different - very different. You can start working from home, in your spare time. Most do. It takes little investment, maximizes the profits to you (no middlemen), and creates solid earnings for years to come. Sounds good, right? And even though your profits can expand quite rapidly, your actual business staff does not have to. Which means, if you like having a small business (we do), but want to make big profits (count us in again), then desktop video will appeal to you. Is

This the Lazy Man’s Way to Riches?

Not in the least. That’s a dream. Anything worthwhile takes some effort determination, and some money. Our experience has taught us something very important. If you have a small amount of capital, common sense, and are willing to follow the steps, you can succeed with desktop video - most likely, beyond your wildest imagination. All you have to do is get started. You’ll find it isn’t how much effort you apply; it’s what you do with that effort. When you work all week for someone else in exchange for a paycheck, only one thing is certain; you start all over again on Monday morning. Unless you are 76

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made redundant, which is happening a lot these days. People getting laid off. Or worse, getting replaced by a machine. It’ll probably get worse as the economy slows. The problem with most businesses is that to make a little money, you must risk a lot of money. In retail, you sell purchased inventory for profit. But once sold, you must re-buy inventory to profit again. So usually you risk a hundred dollars to make ten. Something is wrong there. But with your video productions, you only have initial production costs, usually labor, to worry about. You get to sell copies of the finished tape over and over again, to as many people who are willing to buy them. No matter whether you sell just one copy or 100,000 copies, the initial production costs remain the same. So while your up-front cost is fixed, there is no cap on potential profits. This can get real interesting! How Much Money Can You Make? I talk to people all the time who tell me they are making a little extra money by videotaping weddings, birthdays, even funerals. And yes, there are lots of ways to make a little money with video production. But this isn’t our direction, making just a little money. Personally, our goal is to become financially independent through the videos we produce. And we have almost achieved our goal (in just 18 months!). But we had to learn to say ‘no’ to the requests for weddings and birthdays. We even pass on the occasional industrial video. Because we’ve learned that the way to real income in desktop video is by making special interest tapes that can be sold to the many markets overlooked by the mainstream producers. Markets they think are too small. But markets plenty big for us. Selling just 350 tapes earns us $10,000. And that’s not bad for a few hours of production and editing time. Most videos you produce will sell for $40 to $70 each. You’ll sell them directly to a nationwide (and worldwide) audience via classified ads and direct mall (we’ll talk about this later). Starting out, you’ll probably only sell an average of seven tapes per week at $39 each, so your income will only be $273 or so for the week. Disappointed? Don’t be - $273 times 52 weeks is $14,196 per year. That’s for starters. You’ll probably produce a new video once a month. That’s 12 a year. And if each just sells one copy a day, by year’s end, you’ll be earning $468 per day, $3,286 a week, or $170,000 a year. The videos can continue to be good money-makers for years to come, which means the money still rolls in whether you are working or not. But wait, we’re assuming that all 12 of your first year’s videos sell just one copy a day. Guess what happens if you hit on a topic that goes platinum overnight? Imagine the kind of income you earn from a video that sells 2,000 copies a month! It’s astronomical; sometimes $5,000 a day from just one tape. We know, we had one such hit back in early 1989. And believe me, it is really exciting, especially since most of that money stays warm in your pocket. No need to split the profits (except with the IRS). You own the product. You own all the equipment that produced the product, and you don’t have a lot of overhead. You can work from your home, from a freighter at sea or even from the backwoods of Arkansas like we do. Of course, it won’t exactly work like this for you. One of your videos may be an absolute flop. Then again, some will really take off. That’s the beauty of this simple business. You don’t risk disaster with one failure. So what if one of your videos is a flop? Just do another one, it may be a hit. Just remember you don’t have to make a big splash to make a lot of money. And it’s easier than you. Think. You can do this at your own pace. You can keep your present job until the money starts to roll in, then go full time when you feel confident of your future. Each of your video projects will make a certain amount of money. But more importantly, with each new production you will 77

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gain skills that will make your next production even better. Will Anybody Buy Your Video Productions? The world is a big place. Over half billion English speaking people with access to VCR’s. And all you have to do is come up with a topic that will get about 300 of those people to reach into their pockets and buy a tape from you. Think you can come up with a topic that a few of that half billion people will want to see? You can try as many times as you like. And you don’t have to produce the tape until you get some orders for it. Of course if you do sell to those 300 people, you get to pocket $10,000. Now consider this. If you needed information on how to build a small cabin in the woods for under $5,000 would you rather see some slick Hollywood actor read lines about how to do it, or would you rather watch someone who’s actually doing it? A real person who really knew what he was doing. Which tape would be worth more to you as a viewer? The one with the real people! That’s the kind of tapes we put together because they offer our customers real information they can use, presented by real people they can relate to. At the same time, these tapes offer you, as a producer, the best opportunity to make money. They are easier to produce, with real people in real situations. Of course, you shouldn’t expect to win an Oscar for any of these productions. But you will be able to build up quite a stack of Georges from them; as in George Washington, like on the dollar bill. More of the five senses come in to play with a video. You hear, see, feel, learn and understand. I love to read! But there are many things I would rather watch on video. It’s simply easier to learn some things when you can see it done. They say a picture is worth a thousand words, and they are right. Now a picture can be worth thousands of dollars - to you through video. How to Choose A Subject for Money Making Videos People want information today. They want specific information that makes a difference. They want information not offered in school or shown on network TV. They want to see real people providing real information learned in the school of hard knocks. Viewers are tired of fancy pants Hollywood actors who can’t do anything but read lines on a teleprompter. People want to see real people. And that pretty much describes the type of videos you can produce - with real people on both sides of the camera. What’s there to make a video about? Anything people want. And that’s a key point. Make videos with information people want, and you’ll make money. Make videos with information people need, and you’ll go broke. Because, people buy what they want, not what they need. Finding out what people want is easy. Just look at their buying habits. Look at their hobbies, their special interests, and their passions. Find something they spend money on and give them a video on the same topic. They will buy it. What’s your passion? Cars, photography, or making money? If I offered you a video that would show you how to make more money with less work, would you buy it? (I hope so). Give people what they already want and you will be successful. You still need to ask “What can I make a video about that I can sell and earn me profit?” Almost anything. As long as you don’t try to compete with network TV or Hollywood, you have a pretty good chance of making a good living producing ‘how-to’ videos, by becoming an Information Provider. By saving people money and time; by teaching a new skill, by getting them a better job. Provide information important to them. Think I’m nuts? That’s not an uncommon reaction. Well, I’ve made a small fortune doing just this. No brag just fact. Providing information with small books and reports, and now videos. Pick the right subject, and give it a special twist. Do something different like this. I have a friend who produced a tape that was simply a Macaw (that’s a bird) speaking three separate 78

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phrases for an hour. He marketed the tape to other Macaw owners as a way to train their birds to speak. Good Idea? You bet! He’s made over $20,000 from that one tape. In another example, a subscriber in Virginia called our hotline with a problem. He had been looking for a video topic for months, but hadn’t found one he liked. We talked about a number of possibilities, but still nothing struck his fancy. Then he mentioned that he had just traded in his small motor home for a big RV, and had saved several thousand dollars by buying a used one. Said he spent almost a year researching all the different makes and models and had done a pretty thorough job of learning how to buy a used RV. Amazing. Do you know how many people own Recreational Vehicles in the U.S.; over twelve million. And did you know that there are several RV Trader publications where people list their used RVs for sale? And did you know that you could buy a full-page ad in the RV Trader for less than $175 a month? I wonder how many of those people reading the RV Trader would be interested in a video that showed them everything they needed to know to get the best used RV at the best price? Think the tape would sell? Maybe a few hundred copies - maybe a thousand or more - maybe even enough to buy an RV? Remember that you only have to sell a few hundred tapes to make a very good profit OK, maybe you don’t know anything about RV’s. How about yachts or airplanes or Mercedes? A tape on how to buy any expensive item that people want but don’t know anything about is a potential best seller, and easy to advertise. Since all you have to do is place an ad in the RV Trader, Airplane Trader, or Boat Trader, whatever. And let the buyers come to you. Successful Video Marketing In this business, you don’t need an expensive office, lots of employees, or big overhead. You don’t have to knock on doors or beg retailers to stock your tapes to make money. Instead, you use small classified ads in newsletters and special interest magazines reaching people interested in the topic of your tape. Usually with an ad like this: Get rich with your own Mini-Gold Mine! Call for free information packet. 1-501-321-1845. When people call you (or your answering service), you get their name and send them out what we call a ‘response pack’ that consists of a letter and all the reasons why they should buy your tape. Then if they find your tape and offer appealing, they buy, usually over the phone paying with a credit card. It’s that simple. And it’s a proven method that allows you to reach a nationwide and worldwide market easily and cheaply; without expensive premises and big overheads. You decide where and how you choose; no one ever sees your office and studio anyway. Of course, you’ll have to get your master tape duplicated so you can send copies out to your customers. Starting out we recommend that you use a duplicating service, where it will generally cost you less than $100 for each tape you have made. Later you may want to set up your own duplicating facilities as we have. In the meantime refer to our monthly source list (it’s included with each issue of the newsletter) for an updated list of the best places for tape duplication and supplies. Is There Room for You in This Business? There are over 610 million English-speaking people on this planet with access to VCR’s. And they create 79

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a huge demand for tapes. But did you know there are less than 800 video studios worldwide turning out new video productions? (Eight hundred and one, including mine). Now compare that with the how-to book market where over 1,000,000 authors turn out over five million books each year. Then consider that most people would rather watch a video than read a book. Think there is room for any new tape titles? Maybe a million - maybe ten million? Why isn’t everybody getting into this business? Quite frankly because most people would rather watch TV than make TV. Just look down the sidewalks as you drive to work tomorrow and ask yourself. “How many of these other people even know about desktop video, and if they did, would they recognize the tremendous possibilities?” Remember, not everyone is as smart or motivated as you are probably a very small percentage of our entire population would even take the time to read this letter, like you have. And this is a level playing field. It’s equal opportunity for all. No matter who you are and where you are, you can be a part of this, if you want. It’s up to you whether you’ll be a player or a viewer. Have you ever tried to drive a nail into a board without using a hammer? Maybe using a shoe, or a book, or something equally inappropriate? It’s almost impossible isn’t it? But given a hammer, even a child can drive a nail (sometimes in places you’d rather not have nails). Anyway, it’s the same with video production. Producing a video of acceptable quality is almost impossible if you don’t have the right tools. But if you use the right tools, and follow a basic formula, it’s a relatively simple process that can be mastered in a few hours, especially by someone who has spent thousands of hours watching TV. How many hours have you spent watching your TV? The experts say if you’re over 30, you’ve probably watched 10,000 hours. And that’s more time than you spent in any classroom. Now did you learn anything from all those hours with your TV? Sure you did. You learned how to recognize bad video productions. And that is important knowledge, my friend, knowledge that can keep you out of trouble. Trouble I got into early on with my productions. Yes, some of my early video productions were real stinkers. And unless you’re lucky, some of yours will be too. But if you know just a few basic rules of video editing, you can make any video look better. A rule like the 3/30 rule can save a production, (or win it if not followed). What’s 3/30? Simple. No scene lasts over three minutes, no camera shot lasts over 30 seconds. Knowledge like this is invaluable. And is the kind of thing we share with you in each issue of the Video Marketing Letter. Maybe that’s why most subscribers choose to renew their subscriptions, because we show them how to make good videos - and good money. So, How Much Does it Take to Get Started in the DTV Business? This is the good part. Most people think that it takes big bucks to produce video. And, for the most part, I want them to continue to believe that. But the inside secret is that you can produce quality video productions with little or no up-front investment, even if you don’t own any video equipment at all. If you have a good idea for a video (remember the idea or topic is the gold in your gold mine), then you have crossed the biggest hurdle. The rest, the talent, the studio, and the equipment can be rented. If you don’t know where to rent equipment, call us. We have developed a ‘Guerilla Video Producer’s Network’ of over 300 people who are into producing these types of videos. These people are located all around the country and are looking for a chance to use their skills and equipment With their help, you can get your first video off the ground. And we’ll be happy to match your needs up

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with someone in your area. There’s no charge for this service, and it’s a great way to meet other people who have skills that can make your videos better. Later, if you set up your own video studio, you may want to add your name to our ‘Guerilla Video Producer’s Network’. Again, no charge. Of course if you have money to spend, and you want to put together a first class video studio, you can do it for under $5,000, and that includes the computer, the editing equipment, a professional lighting and audio system, and a case of blank tapes. A system like this will be more than enough to produce high quality videotapes, and can start making you money the first day you set it up. We discovered that by renting our system out on an hourly basis, we were able to pay for it in just 27 days. You can do the same. We can even refer people to you who want to rent your equipment. But video gear can be expensive. If you get started in the wrong direction, you can blow a lot of money in a hurry, and end up with worthless toys. So no matter what you do, read the next section. A Basic Video System Primer The Video Format you choose now will affect every other aspect of your future in the video business. Your decision is critical, and the wrong decision will cost you thousands. Here’s why: Your customers’ home video recorder (VHS) plays back at 270 lines of resolution. Any video with resolution below this level appears grainy, washed out of focus, and off color. If you shoot in VHS (1st Generation), by the time you edit (2nd Generation) and make your duplicates to sell (3rd Generation), the resolution will be well under 230 lines. The quality just won’t cut it. Your customers won’t be happy, and you’ll be continually giving refunds to irate customers. This is no way to run a business. If you have no equipment now, consider yourself lucky, and start looking at 3/4” U-matic gear. This is the same professional equipment used by most of the studios and provides professional results. While a new U-Matic editing system might cost $45,000 you can find a used editing system (player, controller, recorder) in excellent condition for under $2,000. Combine this with your camcorder, and you’re ready to go. And the results - oh, they are so impressive - people will notice. And having 3/4” U-Matic editing capabilities opens the door of opportunity for you. You’ll find a steady stream of clients wanting you to produce everything from TV commercials to industrial videos, simply because 3/4” equipment labels you as a professional. If you want to rent your equipment out to help pay for its initial cost 3/4” is the only way to go. But before you buy any equipment, give me a call. I’ve done a lot of research on 3/4” equipment and can tell you what to look for and what to avoid. I can even tell you what the market price is on a particular piece of equipment. So before you spend money, call me. Still, if you must invest in consumer quality gear, invest in S-VHS or Hi8. Starting with 400 lines resolution in S-VHS or Hi8, you have room to spare. Your customer gets everything he pays for. But there are still problems with Hi8 and S-VHS; color crawl when converting to VHS is probably the most noticeable. Genlocks (we’ll talk about them later) for S-VHS and HiB cost twice as much. By the way, each issue of the Video Marketing Letter includes pages of classified ads where you can find some great bargains on equipment and studio supplies for sale by other beginning video producers and equipment that will help you build your own studio. In previous ads we’ve seen 3/4” decks for under $300, studio cameras for under $500. And for subscribers, there is no cost to run an ad. Hem’s a Typical Desktop Video System A. Video Acquisition Gear 1) Camera - Should be high-resolution format with good optics (we use the Canon A1-MK II HIB) 81

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2) Tripod - An absolute must. Be sure to get one built for video. Bogen is the best 3) Separate Monitor - Very essential. Shooting without a monitor is sometimes like shooting blind. 4) Lighting - Use professional video lights. Something like two Lowell Omni lights with totabrellas. 5) Audio - This is easy and inexpensive. Use Radio Shack lavalier mike ($27.95). B. Video Editing Equipment 1) Consumer system - 2 Panasonic AG 1960 S-VHS decks, I Panasonic AG 95 controller, 2 Panasonic CT-1381 monitors. Mail Order - new cost - $3,000. 2) Professional U-Matic system - Choice of: A) JVC CP5550, JVC CR8250, RM86U - Editing suite with cables (approximately $2,400 used); or B) Sony VO-5800, VO-5850, RM440 - Editing suite with cables (approximately $5,500 used). C. Titles, Graphics, Animations Professional graphics, titles and animations can set your productions apart from those of a tourist with a camcorder. Without graphics your video is just home movies. With them, you have a commercial product. The ability to add graphics - good graphics-is what DTV is all about. And today, for the first time ever, you can purchase a low cost computer system to create titles, graphics, and animations that rival those of Hollywood. The computer is the Amiga 2000. Combined with a genlock and two pieces of software you have everything you need, all for under $3,000. And no, I don’t sell these computers. I don’t even get any kind of kickback from the company that developed them. But they are the tool that will get the job done. And yes, I’ve tried the IBM and Mac and they won’t do the job unless you plan to invest more than $12,000 to upgrade their capabilities. If you want to know more about the Amiga, see our video, Desktop Video and the Amiga. This is the starter tape that just about everybody agrees is the way to get your feet wet with DiV. It’s a good example of a ‘guerilla’ video, one of the first we produced. You can get this tape free - read on. Now, The Power of Video There’s one other thing about desktop video you should know. It gives you the power to change the world - no kidding. Your video productions can have a real impact on people and their future. You can show them how to have a better life, how to earn more money, how to be happier - through video. You can have an effect on local, statewide and national levels. Nothing is so powerful as a good video piece. And politicians understand this. They know that entire careers in government have been made or destroyed as a result of a good or bad video piece. Consider the effect the Willie Horton ads had on Michael Dukakis’ bid to become President of the United States. If you want to influence the direction of your community, you will find a video studio can be a very powerful tool. Placing ad spots on TV is very inexpensive (as low as $1.00 a minute on most cable systems), and is a good way to get your voice heard in your community. If you want to get a point across, nothing can compete with the right commercial run at the right time. For a long time, video has been controlled by the few. Now we have a chance to make a difference. Please give this some thought along with everything else that I’ve said in this letter.

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Closing Comments Are you still with me? You are? Good. Not only are you a wondrously perceptive and gracious human being, you also seem to have the patience of Job. I got into this video business just about two years ago. I had no experience with video or photography. Heck, I didn’t even own a VCR. But my first tape made me over $40,000 in just 90 days. Last year, we grossed over a 1/2 million dollars and hope to double that this year. But I’m no ‘whiz kid’ or ‘computer nerd’, and I’ll be the first to admit that my videos are not Hollywood productions. TV professionals might wince in pain at some of the editing and presentation. But our customers love them, because we give them what they want; valuable information not available anywhere else. That’s important. You can do the same or better, and I can be your guide. If you’ve liked what you’ve read in this sample issue, and like the way we present it, then I invite you to subscribe to a full year of the Video Marketing Letter for $72. When you do, you’ll get:

12 monthly issues of the Video Marketing Letter, written to show you how to profit with DiV 12 updates on marketing videos in the UK and Europe written by our European staff Unlimited use of our technical and marketing hotline to help you with video questions The Video Marketing Source Guide for best prices on equipment and supplies (updated monthly) Full use of the Video Marketing Classifieds free (a great place to buy and sell equipment) DiV starter kit including three free subscriptions to video industry magazines, a press pass, a model release form, and coupons for discounts on other videos

We think we offer a very unique service at a reasonable price. But frankly, not everybody is interested in this opportunity. If you’re not then I understand. Of course, if you do join us there is no risk involved. Everything has a money back guarantee. If you look at our tapes and our newsletter and decide it’s not for you, send everything back. I’ll personally send you a prompt refund. No questions, no quibble. And it won’t make me feel bad if you do. It’s just good business. If you join in this grand adventure by becoming a video producer, I can assure you it will change your life. You’ll become involved with people and places you only dreamed of before. You’ll discover hidden talents within you. And, you are very likely to become wealthy in the process. I hope you feel I’ve delivered on the promise I made in the beginning of this letter - to tell it all. If you have questions feel free to call me (1-501-321-1845). This technology will change your future. Sincerely, Bill Myers PS.

Remember back on page seven when I said you could get a copy of the videotape ‘Desktop Video and the Amiga’ free? To find out how, just open the enclosed pink letter. I think you’ll be pleased with what you find there.

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From the Desk of Bill Myers Hello again. Remember in the enclosed letter when I said you could get the video tape, Desktop video and the Amiga, a $39 dollar value, free? Well here’s how. Just subscribe to the Video Marketing Letter ($125), and the tape’s yours, free. No strings attached. Why am I giving the tape away? It’s really simple. I offer a technical hotline on desktop video, and I get hundreds of calls a week from people wanting to know how to use this technology. I’ve discovered that most of the questions I’m asked are covered in the tape. So I figure if l give you the tape free and you watch it, then a lot of your basic questions will be answered before you call me. And then when you do call me, we can spend some time talking about important stuff. So the tape is yours free when you order the newsletter. Now, for an even better offer... We’ve discovered just about all our customers end up ordering “Desktop Video for Profit” - the guerilla video that shows the step-by-step process of building a profitable guerilla video business. The tape provides information on: -

The best topics for your video tapes How to secure profits before shooting a tape How to find people who want to buy your tapes How to decide what to charge for your videos How and where to advertise your videos How to raise cash to buy video equipment

Basically everything you need to know, including pitfalls to be avoided. But let me warn you, people have told me that after seeing this tape they couldn’t sleep for a week! Too many new ideas floating around in their heads! Well, we’ve just re-shot this tape and included the newest money making techniques we’ve learned including TV Trader, Homes Gallery, Paranoia videos even TV commercials. Normally, we would be selling the tape for $39.95, but if you order it now with your subscription, I’ll let you have it for $18. And we’ll pay UPS shipping right to your door. What a deal! To order, select ‘Double Yes’ on the order form or for fastest service call 1-501-321-1845.

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Dear Bill, YES, Sign me up for the Video Marketing Letter. I’ve enclosed $125 as payment for a full one-year subscription. Please send me my free copy of Desktop Video and the Amiga video tape which shows me all I need to know to set up my own personal desktop video studio. I understand that if I’m not completely satisfied or if I feel that the tape and newsletter don’t offer enormous value, I have the option of canceling my subscription and receiving a full refund.

$90 as payment in full for everything and understand that I have the same refund options as detailed above.

DOUBLE YES- I want both tapes (Desktop Video for Profit and Desktop Video and the Amiga), as well as a full one-year subscription to the Video Marketing Letter. I am enclosing

Mail to: The Video Marketing Letter 327 Quachita Avenue Hot Springs, AR 71901

FOR EXTRA FAST SERVICE JUST DIAL 1-501-321-1845 Call anytime from 9 AM to 5 PM Monday through Friday (Central Time). We accept Visa, MasterCard, and AMEX

NOTE: Please make a11 checks and money orders payable to Group III. Worldwide orders accepted in US. Dollars. Subscribers outside of North America please add $24 per year.

Yellow Order Form

Yellow Post-it Note On Front Page

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The Quickest Way I Know to Make A Million Dollars Consider the following facts: There are an estimated 80 million VCR’s in the United States. -

U.S. Mail & UPS will deliver a package right to the front door of every home in this country The major past-time of most Americans is watching TV and video tapes Most Americans are finding that much of the fare on free (network) or pay-TV does not suit their needs The material costs in a one hour video tape is less than $200 If you produce and sell just 350 tapes on a single topic at a price of $39.95 each, you will cash flow almost $14,000 If you produce just twelve tapes a year (one a month) and they only sell 350 copies each, you cash flow $168,000 If you have any luck at all, out of your first 12 tapes, at least one will be a pretty big hit and sell at least 4,000 copies. That one tape will bring in $160,000. At the end of the first 12 months, you should be bringing in around $14,000 a month on tape sales ($168000 a year) As you begin your second year, you will continue to earn money from all the tapes you did the previous year. Which means you make money for work you did last year. There are more than 240 million people in the US. Most of these people have a hobby or follow a subject of special interest. To bring in $10,000 all you have to do is produce a tape on a topic that will interest just 300 people out of the total 240 million population The major studios can’t afford to produce tapes for markets of 10,000 people or less Our first tape (about pirate TV) sold over 4,000 copies, earning us over $120,000. We shot it with a borrowed camcorder in a spare room m our home. We advertised it in The Black Box Newsletter. That tape eventually turned into a series. The latest of which is The Pirate Video #5. Your videos do not have to be Hollywood productions. They do have to provide worthwhile information. Best sellers are ‘how to’s’. People are willing to spend money for information they can’t get elsewhere. Marketing videos is simple. Run ‘test ads’ before you shoot the tape. If you get a response, ten do the video, if not, then run a test ad on another subject. All this and more is covered in The Video Marketing Letter and Desktop Video for Profit videotape by Group III. For more information, call 1-501-321-1845

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What Our Readers Say The following letters and excerpts are on file in our offices (including the misspellings and typo’s). “A few months ago I ordered your Amiga and Profit tapes. This has to be one of the best investment I have ever made (at least in the last 6 months!). I really enjoyed the tapes. The Amiga tape answered many questions I have had (and not been able to get answers to) and the Profit tape was very stimulating to say the least. I couldn’t sleep for a week. I have been struggling with this video business since 1984. 1 have always believed there was money to be made in same (a decent living) in spite of negative responses from educated financial wizards. It gives me great pleasure to take what you have demonstrated and say ‘OK wait till you see this!”’ — E.L, Victoria TX “I really enjoy reading your marketing letter. It is the best for anyone trying to market video tapes. Keep up the good work” — J.Y, Hampton VA “Many thanks for your DTV tapes and the Video Marketing Letters and I must say that these are very informative and he4pful to all videographers.” — JA, Ontario CN “I recently ordered two tapes from you. I must tell you that I am very pleased. Especially your honesty about what video equipment doesn’t work. The factories are not straightforward about their brand names. I have learn a whole lot from them and there is no doubt in my mind that I have gotten my money worth.” — K-C., West Germany “It really works. We have enjoyed great success with our recent series of instruction videos. Glad you’re finally over here.” — V.P., Talk-A-Tape Co., London “I just have to write and tell you how much you have helped me with your practical experience and knowledge of making video tapes for sale. I have spent the last six months trying to find out the best and least expensive camera-recorder setup so I could make specialized videotapes for selling to the public. I have called all over the U.S. talking to professional’s at JVC Sony and Panasonic. Thank GOD. I didn’t follow their rather expensive advice on what was needed and what to buy. “When I finally found your ad in VIDEO SYSTEMS magazine, then got your newsletter, I realized here was a real person, already doing exactly what I wanted to do. Even better yet was being able to call you and find out even more answers with many questions. I will be buying a camera, like you have within a week; and with your help, put together my own editing and duplication system. WOW, I’m finally on my way in becoming a videotape producer. Keep the newsletter coming - it’s super!” — G.B., Tulsa OK “I’d like so thank you very much for your time (on two occasions now) and consideration in showing me the wizardry of your equipment”. — F.T., Hot Springs AR “Congratulations! D7VIV was by far the best in the series. The titles, graphics; cu4 music were excellent. It was also very informative and easy to understand” — J.W.N., Columbia “Bill, you won’t believe this but I’ve sold 458 copies of my new video in the first month. And to think I doubted this. Many thanks to yow” — J.B., Los Angeles, CA “Here is my check for renewal of my subscription so the Video Marketing Letter. I value your tips highly!” — D.S. Hope AR ‘I just wanted so take a moment to thank you for the personal consultation and advice you gave me during my recent trip to Hot Springs. I learned a great deal and it will certainly come in handy while setting up my own studio.” — W.W., Memphis TN

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‘Thanks a lot for the DiV #4. I am pleased so see that you are a Yokel just like me, I thought you had to be genius. You certainly put a lot of thought into this and I noticed that the flicker was not noticeable as they have been on my tapes made with the Amiga. Now I know why.” —H.B., Uflis NC “Thank you for the desktop videos and your newsletter. You are a great help so us in production work. This is our 5th year and if I had known someone like you I could have saved us thousands of dollars when we started out keep up the fine wart You are great!” — V.G., Lengby MN

For More Information call 1-501-321-1845

Cover Letters

You

should look at any contact with your customers as an opportunity to strengthen your business relationship with them. And a good way to do this is with the use of what we call cover letters’. These are the letters we always include with every product we sell, every free sample we give away, and in response to every request for additional information. This is specifically true when delivering a product to your customers. If you simply mail or ship the product, with no further explanation or thank you for their order, the customer is likely to feel that they have been used. They may think that your company is only interested in the sale, and once you have gotten the sale, your concern ends. They will fill ‘jilted’. But when you include a cover letter, thanking them for their business, showing them how to get the most of the product they ordered, where to call to get any questions answered, you show that you are concerned about the customer’s satisfaction. And this concern is good for business, and for repeat sales. The keys to a good cover letter are: 1. The letter should be written as a personal letter and sound like it came from a real person 2. The letter should be signed be a real person, and should include the phone number of a real person that can be reached within your company if the customer wishes to contact you 3. The letter should appear to be printed specifically for the customer who gets it. This means it should be on original letterhead paper, and not an obviously photographed copy. 4. The letter should be hand-signed in blue ink 5. The cover letter should be the first thing the customer sees when opening the box the product is in (if you mailed the product) 6. You should read and revise all your cover letters every few months to make sure they remain fresh and relevant to the customer, the product and your company

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Friend, Thanks for your request for a sample of the Video Marketing Letter. Enclosed is a copy for your review.

Before you read the enclosed letter, be warned - this letter concentrates on showing people how to earn money by producing and marketing videotapes. If you are one of those people who is offended when someone shows you how to earn money without breaking a sweat or getting calluses on your hands, then the Video Marketing Letter is not for you. On the other hand, if you think you have above average intelligence and are not ashamed of using your intelligence to make money, then you’ll probably love the enclosed letter. Most of our readers are discovering that guerilla’ video is an exciting opportunity to make a great deal of money legitimately while leading the lifestyle of their choice. Of course, I’m not going to try to convince you in this cover letter that the Video Marketing letter is for you. You’ll have to decide that for yourself. That’s why we offer an evaluation copy VML to potential customers. We’ve found that those people who understand the realities of our society, and have goals that conflict with normal means of producing income, quickly realize that the VML offers a path to financial security.

If you like what you read in the VML, I invite you to join us in our adventure. I’m a real person, and I encourage you to call me and let me know what you think of VML.

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Sincerely, Bill Myers

P.S. We maintain a FREE Video Marketing Hotline. If you have questions about video production or marketing, and want some answers, give us a call at 1-501-321-1429. This is a letter we send out whenever anyone requests a sample of our newsletter. The letter is designed to reinforce the value of the product being offered and to also show potential customers that they are dealing with real people rather than a computer. Notice how we use the PS’s to leave the reader with a positive feeling about our company and the product.

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Friend,

Thanks for your order from the Collector’s Resource Channel. We appreciate your business and will do everything in our power to make sure you are satisfied with your order items. Please take a moment to look at the enclosed items to be sure they are exactly what you ordered and are in the condition you expected. If there is any question about your order don’t hesitate to call us (1-501-321-1845) Monday through Friday, 8:30 - 5:00 p.m. Our show will be airing on Sunday afternoons at 2:00 EST. Normally our show can be seen on Telstar 1, transponder 9. Occasionally when that transponder is not available we can be found on other channels on Ti or G6. If you have trouble finding our weekly show, we’ll be happy to send you a free VHS copy of our latest show. Just call our offices and we’ll be happy to do it! By the way, if there are things that you would like to see on our show, or if you have any suggestions on how we can make our show better, we would love to hear from you. You can call us at our offices in Hot Springs National Park, Arkansas (1-501-321-1845), or write us at: Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) 92

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And finally, if you have items that you would like sold on satellite, we would appreciate the opportunity to discuss selling them on our show. Items considered for sale on our show must be of high quality, of interest to collectors, and UPS shippable. If you have anything like that, call us at 1-501-321-1845. Again, thanks for your order! Sincerely, Karen and Bill Myers This is the letter we send every time somebody orders a product from our home shopping show we air on satellite TV. We use the letter to thank our customers and to instill in them confidence that we really do care about them. We ask them for their opinions, and give them a way to reach us if there are problems. Letters like this create loyal customers and are good for your business.

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Friend, Congratulations on your purchase of the Collectible Watch Investment Package. You’ve made a wise decision, and by using the information provided on the video and in the guidebooks, you’ll discover how easy it can be for you to have fun and make money with old watches. Whether you are young or 14, employed or retired, investing in and collecting vintage pocket and wristwatches can be a very enjoyable and profitable hobby. No matter where you live, it’s likely you’ll have no trouble finding plenty of watches to buy at bargain prices; if you follow the advice given on the videotape. After watching the video and browsing through the guidebooks, you should be able to start your watch treasure hunt this weekend. Of course, don’t expect to discover a $10,000 watch priced at $20 on your first try. Still, you’ll probably be amazed at how many interesting and valuable watches you can find at bargain prices. Don’t spend more than $25 for any watch. It’s too easy when caught up in the treasure hunt and buy things you really don’t want: and won’t be able to resell. Yes, collecting and investing in vintage watches is fun, and when you watch the video, you’ll see how a husband and wife team have turned their weekends into exciting expeditions in search of real treasurers in the form of collectible wrist and pocket watches. You’ll learn how easy it can be to build a collection of valuable watches worth thousands of dollars with just a very small starting investment. Many experts expect the collectible watch marks to really take off over the next few years, and 94

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when it does, prices could go through the roof. So it’s probably a good idea to start building your watch collection as soon as you can. That way, when prices really take off, you’ll be in a great position to cash in, because you lamed about it here and started building your collection before the rush. We appreciate your business and hope you have as much fun (and enjoy as much) investing in collectible watches as we have. If you have any questions or comments don’t hesitate to call us. Our office number is 1-501-321-1345. Sincerely, Bill & Karen Myers P.S. Enclosed you will find a free gift - a pocket magnifier that can come in real handy when you are examining all theme watches you’re going to find. Use it with our best wishes and thanks for your order. This is the kind of letter we send when someone orders from one of our direct mail offers. In this case, this is the letter that goes out with the watch offer (complete offer is reprinted in this book). The purpose of this letter is to thank the customer for his order, tell him how smart he was to order this product, and get him instantly involved with the product. Doing this reduces the chance of product returns, and is good for business.

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Friends, Thanks for your order of The Easy Guide to Pro Video Gold. Your tape and companion work disk is enclosed. This one-hour video will show you the quick way to get the most out of Sheriff System’s Pro Video Gold character generator software package. And the companion disk will give you over 250 sample screens you can use in your own video productions. The main data file on the companion disk is the TV Trader file. The first 70 pages of this data file is what we use as a ‘teaser tape’ on our local cable system to promote the TV Trader video want ads. With a little modification, you should be able to use the same file to first sell the idea to your local cable TV system manager, and then run as your own teaser or promo tape. To view the complete TV Trader teaser, load TV-Trader into Pro Video Gold, press ESC, then press Help. The data file also includes several background screens, which are designed to be used with Pro Video Gold. Most of these screens have the extension in their file name. Background screens can be loaded using shift F3 from the edit mode. The Easy Guide to Pro Video Gold was shot and edited on 3/4 equipment, and your copy was dubbed from a second-generation master. We used a Digital Creations Super Gen genlock to add all the graphics to the video. And, as noted in the tape, all graphics seen on the tape were created using Pro Video Gold.

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If you have any questions about anything on the tape, or how a particular graphic effect was created, don’t hesitate to call me. Sincerely, Bill Myers P.S. We’d like to add more PVP graphics and backgrounds to our disk. If you have created anything you’d like us to include on the disk, send it to us. Well be sure to give you credit for your contribution. Thanks. This is another letter we send out with a product. Notice how we thank the customer for his order, tell him about everything in the package and how to use it. We want our customer happy with our products, and a cover letter goes a long way to preventing any disappointment. Also notice how we use the P.S. to invite the reader to show us how good he has gotten using our product and then explain the benefits of having all this. Again this is to build confidence in the customer that the product will help him.

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Cover Letters IMPORTANT! READ THIS FIRST! Dear Friend, Here is ‘me Guerilla Video Boot camp Reference Library’. As promised, this package includes: -

The Best of The Boot camp Tape Library (12 tapes) Desktop Video for Profit VHS video tape The Guerilla Bill Hour (from Gary Halbert’s $7,000 Seminar) Setting Up a Low Budget Studio VHS video tape A Directory of Boot camp Speakers and Workshop Leaders A Register of All Boot camp Graduates Guerilla Video Producers Network Free One year Subscriptions to AV Video, Video Times, and Video Systems All of the reference material handed out to the seminar attendees First issue of your subscription to The Video Marketing Letter

In addition to the August issue of the Video Marketing Letter enclosed with this package, you’ll find an index of the contents of the back issues of The Video Marketing Letter. This index can be used to find more specific information on topics previously covered by Bill in his letters. The information in this Boot camp package is incredibly valuable, and as you go through it you will hear and see things that may change your life. But, before you start digging through the materials, I want to ask you to do me a favor. Please, Please, Please! Before you start to watch the 12 Boot camp tapes or open the folder containing the reference material, please watch The Guerilla Bill Hour and Desktop Video for Profit tapes first. These two tapes will give you an incredible head start on understanding what this Guerilla Video business is all about. These two tapes cover the basic and lay the groundwork for all that follows on the other tapes and in the reference material. So, do you a favor, watch those two tapes first. Then, at your leisure, watch the rest. If you do this, I know that you will truly get the most out of the Boot camp Tapes and become as excited about this business opportunity and lifestyle as Gary Halbert and I are. And remember Bill is a real person. If you have questions about what you saw on the tapes, or about anything he says, don’t hesitate to call him. His office number is 1-501-321-1845 (and you can reach me there, too). Sincerely, Karen Redpath P.S.

If you have any questions, feel free to call our office. The number here as 1-501-321-1845.

This is the cover letter we sent out with The Guerilla Video Boot camp tape library. As this was a very expensive product with lots of components, we wanted to be sure the customer got the most out of it. So we included this letter giving him advice on how to use it best, as well as thanking him for his order. The letter also points out some unexpected valuable items we included FREE to give the customer even greater satisfaction on ordering this product This is good business and creates satisfied customers.

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Cover Letters IMPORTANT! READ THIS FIRST! Dear Friend, Thank you for purchasing this book. In it you’ll find the original issues of the first year of The Video Marketing Letter (edited only to provide current phone numbers and resources). These letters are a personal account of how I was able to take a simple idea (guerilla video), and turn it into a half million dollar a year business. The letters include information about the concept of producing and marketing guerilla video, the equipment required, and many golden ideas that can still be used today to make you money. Before you begin reading these letters I want you to know that when I started in the business of producing videos back in 1989, I had zero experience in video production. In fact I didn’t even own a camcorder or VCR. All I had was an idea and $300, for a videotape on a subject I thought people might be interested in. That idea turned into the Pirate Video, the first tape ever put together. It documented different devices people were using to unscramble satellite TV signals and I compiled the tape from footage supplied to me byte manufacturers of the devices. To promote the tape, I placed a small ad in a publication called ‘The Black Box Newsletter’, and within 120 days bad sold over 4,000 copies of that tape. That’s when I decided there might be a future in this video business. After producing 11 additional tapes that made me more money than I could make in a real job, I decided it was time to let other people in on this great money making adventure. I began writing about what I was doing and how I was doing it; I told everything. What worked and what didn’t. And that’s how The Video Marketing Letter came into being. This book will provide you with the opportunity to learn from the beginning, and see the path to success I followed. Doing it this way, you’ll be able to duplicate my success and avoid my failures. Along the way you’ll find the sources and we that will save you money and propel you into the fast lane of video production and marketing. You’ll learn about the philosophy I followed that made success a manageable thing. I hope you enjoy your journey through The Video Marketing Letter. I hope you can learn from the real life experiences of an average person who got caught up in a great adventure. Sincerely, Bill Myers P.S. If you have any questions about any of the stuff I cover in these letters, feel free to call me at my office. The number here is 1401-321-1845. This is a cover letter we used when customers ordered back issues of our newsletter. The letter is designed to insure the customer is in the right frame of mind when he reads the book so that he can get the most out of the information being offered in it. We discovered that using a letter like this when we sent out our products always increased repeat sales.

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Friend, Congratulations. Your decision to take us up on our FREE subscription offer to The Video Marketing Letter may be a turning point in your life. This may sound strange, but it can be true. You’re going to discover an exciting adventure awaiting you. An adventure that can open the door to substantial income, personal freedom, and a lifestyle most people just dream of. Your Amiga computer gives you the power to create broadcast quality video, and that power can mean a comfortable income for you; if you are willing to take the extra steps to pursue the opportunities open to you. This is what The Video Marketing Letter is about. Opening the doors of opportunity for you. Providing you with a roadmap that shows you how to navigate in the real life adventure we call Guerilla’ Video. You’ll learn how to use your home video studio as a platform to launch your career as an independent video producer. You’ll learn how to earn income with how-to tapes, video catalogs, TV commercials, even your own home shopping show via satellite. You’ll discover why having your own video studio can free you from ever having to worry about a job. This is the adventure that awaits you. While we know this adventure is not for everyone, we can assure you that those who do go down this road never look back. Enjoy each issue of The Video Marketing Letter with our compliments. Sincerely, Bill Myers P.S. If you feel you’ve just got to see more, we suggest you get a copy of Desktop Video for Profit, the video that shows how easy it is for you to start your career as an independent video producer. This tape is available to you FREE with a paid subscription to The Video Marketing Letter. Call us at 1501-321-1845 and we’ll tell you more One way we discovered we could sell our products was to offer trial subscriptions to our newsletter. With each trial subscription we sent the above letter. This letter thanked the customer for taking the chance on a free subscription, and showed him how this was going to improve his life. And then we gave the customer an opportunity to purchase products from us. 100

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Friend. It was suggested to me that since so many subscribers have a complete set of the back is-sues of The Video Marketing Letter, it would be nice if I provided you with an index of subjects covered in all of the previous issues. The index would make it easy for you to find topics, tips, and techniques covered in the earlier issues. For example, if you wanted to know how to write a Press Release for your video that was sure not published, the index would let you know to look in the July 1990 issue. Or if you wanted a complete Guerilla Video Business Plan, you could look in the November 10, 1989 issue. It’s such a good idea that we did it. And rather than try to sell you some thing you’ve already paid for, I’ve decided to simply mail these indexes out to all subscribers. Your copy is included with this letter. I hope you find it useful. If you have ideas of your own on how I can improve the services that Bill Myers and Group III provides to you. Please don’t hesitate to let me know. Thanks again for being a subscriber and customer of Group M Video. Sincerely,

Bill Myers P.S. If you don’t already have a set of back issues, you can purchase a complete set of either year for $60, or both years for $100. To order, just call Sissi, Rita, or Jim at our offices. The number is 1-501321-1845. Sometimes we sent cover letters for products we were giving away free. In this case, we were giving the customer a complete index of back issues of The Video Marketing Letter, which would make it easier for him to look up information. Of course, the index of back issues also gave many new subscribers a reason to purchase the back issues from us. And the PS. showed them how to do it!

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Cover Letters The next four pages are various cover letters created for different products. All are designed to thank the customer for his order, and to increase customer satisfaction with the product. We always send out cover letters with our products. And you should too. It’s good for repeat business.

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Cover Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Dear Fellow Video Producer, Here is our latest tape on Desktop Video Technology featuring the Video Toaster, Panasonic’s WJAVE5 digital mixer/switcher, MicroSearch’s Chromakey, Sheriff Systems’ new CG fonts, tips on finding and buying used professional video equipment, and lots of other stuff. As we made this tape we experimented heavily with all our new equipment and software and did things we would never do on a real commercial project. Don’t use this tape as an example of how to produce videos. It is not intended for that, and is not representative of the kind of work we produce for real clients. This tape is designed to let you see the possibilities of what can be done with your video system, and a few things that shouldn’t be done. For example, you’ll notice that shooting with two cameras really provides some nice effects. On the other hand, shooting with two cameras requires that the cameras be closely matched (color balanced & white balanced), or colors on the final tape will be ‘incorrect’. You can see this ‘incorrectness’ on this tape. Other things you might want to take notice of is that we used the WJ-AVE5 to create the background graphic between each scene; this was done by freezing and then painting a frame of video (all done in the WJ-AVE5). The graphic was rolled on using a Toaster effect, and tides overlaid also using the Toaster. Similar effects could have been accomplished without the Toaster using the digital effects of Pro Video Post.

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For those interested, the tape you received is a 3rd generation tape. The first and second generations were on 3/4”. If you have any questions about anything we created on the tape, or have any suggestions on how we can upgrade the quality of the product, feel free to call our studios. The number here is 1-501-3211845. As always, we thank you for allowing us to share our products with you. Sincerely, Bill Myers

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Testimonial Letters

Today

we write a lot of testimonial letters. To everyone from business associates to plumbers, painters, even the Toyota dealer where we bought our new car. And in almost every case, the recipient of these letters and by offering me a better deal, better service, something a little extra, or by adding me to their network. When writing a testimonial letter consider the following points. 1. The testimonial letter should be short, concise and to the point. There’s no advantage to going on and on about how great somebody is. 2. The testimonial letter should be specific. If someone saves you $1,000, then say that in the letter. If they helped increase your business income by $70,000, then tell them that and use the specific amounts. 3. The testimonial letter should quickly identify and establish who you are. If you are the proud owner of a new Toyota Land Cruiser purchased at Lindell Trimbell Toyota, then say that. Or, if you are a marketing virgin who earned $100,000 last year using the two step ad techniques discussed on page 55 of Gary Halberts Maximum Money book, say it. 4. The testimonial letter should be just that - a testimonial letter. Don’t cheapen the letter by asking a favor, or by trying to sell the recipient something. It has just one purpose, to thank the person for doing such a good job. 5. When writing the testimonial letter, keep in mind there’s a good chance it will end up framed on the wall or used in advertising. Write the letter as if everyone you know will see it. Don’t be afraid to say how you feel about the product or service. 6. In the final P.S. on the letter, you may wish to include, ‘You have my permission to use this letter in any way you choose’. 7. Be sure the letter includes your name, address, customer # (if you have one), arid most importantly, your phone number. You’d be surprised how many letters I get from people who forget to include a return address. I’m sure there are people out there who wonder why I haven’t replied to their letter and haven’t realized that they didn’t give me their return address. 8. Keep copies of the testimonial letter (and every other kind) you write. A simple thing like a ‘thank you for a good job’ letter can have great impact on your business and expand the number of people you can call friends and business associates.

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In the next few pages you’ll see samples of the testimonial 1etters I have written that opened new doors for our business.

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Date Gary Halbert Suite 4 5701 Overseas Hwy Marathon, Fl 33050 Dear Gary, This is just a short letter to let you know how much I enjoy and appreciate The Gary Halbert Letter. Your monthly advice on direct marketing and mail order sales has provided me the guidance and direction to take a simple idea and build it into a $500,000 business; in just 12 months! When I first considered subscribing to The Gary Halbert Letter, $200 seemed like a lot of money, and it stopped me as that time. But that was perhaps the best investment I have ever made in my life. Certainly a better return for the dollars than the years I spent in college getting a degree in Finance & Marketing. I’ve learned more about malting red money from a single issue of The Gary Halbert Letter than I did in four years of college. Your book Making Maximum Money in Minimum lime really got me started. Following the 110

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guidelines and advice in this book earned me almost half a million dollars last year alone. And with the information provided in The Gary Halbert Letter, I’m participating in a lifestyle, a grand adventure, that I never would have thought possible. Yes, The Gary Halbert Letter has made me a lot of money. Yes, The Gory Halbert Letter has made my business grow. And yes, The Gary Halbert Letter has opened a door into possibilities that I only dreamed of before; and changed my future forever. Thanks. Bill Myers Editor - The Video Marketing Letter This is a letter I sent to marketing guru Gary Halbert telling him how much I appreciated his newsletter (The Gary Halbert Letter), and his book Maximum Money in Minimum time. Just four days after I mailed the letter, Gary’s personal assistant called me and invited me to be their guest at an upcoming marketing seminar that Gary was conducting. As their guest I would get in free, others paid $7,200!

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Date Gary Halbert Suite 4 5701 Overseas Hwy Marathon, Fl 33050 Dear Gary, Thanks so much for your personal invitation for me to attend your upcoming Key West seminar as your guest. To me, this is one of those ‘once in a lifetime opportunities’ that should not be passed up. So count me in - I’ll be there! In return for your generous offer, I’d be very happy to produce a Gary Halbert guerilla video for you (at no cost of course). You could use the video any way you choose - as a standalone product; a premium to new subscribers, or a renewal gift. The per unit production cost of a sixty minute video (including cover & artwork) is around $2.50. If you want to do a guerilla video, give me a call and we’ll schedule a shoot at your convenience. It should only take about half a 112

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day of taping, and I can fly my equipment down on just a few days notice. Again, thanks for the invitation to attend your Key West seminar. Sincerely, Bill Myers Editor - The Video Marketing Letter P.S.

I’ve enclosed a tape case that might give you some idea of how your video could be packaged.

This is the letter I wrote thanking Gary Halbert for the invitation to attend his seminar as his guest. In accepting Gary’s invitation, I offered to video tape the entire seminar and suggested a way he could use the tapes as a marketable product. I also enclosed a tape case that had a cover I created for the ‘soon-to-be released’ tapes of Gary’s seminar. When I got to Key West for the seminar Gary introduced me to everyone and I was able to develop some long-term business relationships with speakers and participants in the event.

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax)

This is a series of letters I sent to Jerry Buchanan, editor of TOWERS Club newsletter. Not only did Jerry call me up, he offered to print information about me and my company in his newsletter so his readers could contact me. This kind of exposure can be worth tens of thousands of dollars. Since first writing Jerry, we’ve developed a good business relationship. I feel quite fortunate that when I need his advice or help, all I have to do is pick up the phone and call him.

06/14/90 Jerry Buchanan Towers Club Newsletter POB 2038 Vancouver, WA 98668 Dear Jerry, As a recent subscriber tote Towers Club Newsletter, I just want to let you know how much I appreciate your work. Upon subscribing, I ordered the tape and the book, and found both to be worth much more than the price.

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I have already put many of your ideas and suggestions into practice and found them to be quite profitable. Thanks for the opportunity of letting me be one of your customers. Sincerely, Bill Myers P.S.

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As thanks for your great information, I have signed you up to a complimentary subscription to our newsletter, The Video Marketing Letter. Enclosed are a few past issues. I would love to hear your comments.

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) 06/19/90 Jerry Buchanan Towers Club Newsletter POB 2038 Vancouver, WA 98668 Dear Jerry, Frankly, I’m overwhelmed. All the nice things you said in your reply letter. Sure, we get a lot of letters from our customer’s everyday thanking us for our tapes and newsletter, but rarely do we get one from one of the true geniuses of customer service, the one and only Jerry Buchanan (I’m going to get that letter framed!). Thanks for your invitation to join the Towers Club Inner Circle. Of course I can’t let this opportunity to learn from you go by, so I have completed the acceptance card and enclosed it along with this letter. I’m looking forward to working with you. Jerry, the written word has impacted society over the past 2,000 years, and it has been an open market 116

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to all comers. Anyone with a typewriter or a pen can get in. On the other hand, video, the most powerful tool in society today, has been controlled by the few. And as such, reflects the agenda of those few. But that is about to change. The doors of opportunity this new technology has created are already open to those who know. And that’s why I’m doing the Video Marketing Letter; to spread the word about the new technology that puts video production into the bands of the people. I’ve been publishing The Video Marketing Letter for one year as of this month. In that one year, I’ve built a mailing list of over 6,000 potential customers and currently have over 1,500 paying subscribers. We receive 400 to 600 inquires per month about our tapes and newsletter. Our current one-year subscription price is $45, but will soon go to $60. Each issue is published monthly and is mailed first class. Most people get involved with our newsletter through the basic Desktop Videotapes (Desktop Video & the Amiga (or IBM), & Desktop Video for Profit). It is by watching these tapes that people discover just how easy it is to produce quality videos using a home computer. The technology is here and it is affordable, but most people have a hard time believing that they can produce their own ‘how-to’ videos, video documentaries, or even TV programs on a extremely low budget and still have quality results. Our tapes let the secret out! People are starting to realize that the next communications revolution will be with the ‘guerilla’ videos being produced by a new wave of ‘information brokers. And that’s where we come in. When people buy our tapes (two for $50), they get a FREE six-month subscription to the newsletter. Since beginning a year ago, we’ve found that we have an 89% renewal rate, with most customers spending $150 with us in the first 12 months (for newsletter renewal and other videotapes we sell). I also offer a FREE Desktop Video Telephone Hotline, where I get to talk to people all over the country that are putting together grass roots video productions. I usually learn as much from them as they do from me, including which local topics are hot, and which are not. I learn about sources of information, people like you. And, I get to make good contacts with the people that will be driving the TV industry a few years down the road. To me, Desktop Video is more than a way to make videotapes, or make money. It is a real chance to influence the direction of this country. Already, many of the subscribers of The Video Marketing Letter are producing their first videos. Others are creating productions for local cable systems. Some are even doing work for the networks. Within a couple of years, many of my subscribers will be directly involved in the production of TV in America, and I hope to have some influence with them. You know what kind of power TV has. You’ve seen what TV has done to our society. Perhaps by working for change from this direction there is a way we can make a difference. Back to your letter. Your comments on why I should offer back issues of the newsletter are very valid. With the current issue I have enough to complete a book of the first year. I added a nice cover (like Gary Halbert used on his Maximum Money book) and it’s at the printer right now. Regarding your tape, usually tapes duplicated from VHS copies lose a lot of quality in the process. I’ve got equipment that restores much of the loss, and I used it to make a copy of your tape to check the 117

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results. The quality is not bad (certainly reproducible) but the ‘not bad’ image may not be what you want to deliver to your customers. It would only take a few hours to re-shoot this tape and make it sparkle! I’d be glad to assist you anyway I can. In the meantime, if you need copies, I have a complete duplication setup here, and can turn out 200 copies a day). I’m taking some advice you had in your last newsletter - I’m planning a trip to the Oregon Coast in the next two weeks to scout a new location for my business. I think you’re right about living in the Northwest. I’ve looked into other options including overseas, but the USA (even with all the problems) still seems the best place to live. I’ll call you before I leave and maybe we can get together while I’m out your way. One final note, I’m sure there is a way we can work together to help other people get involved with producing and marketing their own videos. Since you have more experience in this area, I’ll trust you to come up with something that would work for both of us. If you need to contact me, feel free to call me anytime. Sincerely, Bill Myers

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P.S.

I’ve taken the liberty to make up a quick cover for your tape. A cover like this will help your customers perceive the true value of the tape and adds little to the cost.

PPS

With your permission I will be letting my readers know about TOWERS CLUB USA in the next issue of The Video Marketing Letter.

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) 07/17/90 Jerry Buchanan Towers Club P.O. Box 2038 Vancouver, WA 98668-2038 Dear Jerry, Thanks so much for providing information about desktop video in your newsletter. The response has been great! I’ve talked to a lot of people who read Towers and they all have one thing in common - they respect you and put a lot of faith in what you say. That really says something about the trust you’ve built with your readers. I have been so impressed with you and the Towers newsletter that I recommended it to the readers of my newsletter, The Video Marketing Letter. I hope that my readers take the time to become acquainted with Jerry Buchanan and Towers Club. Here’s something you might want to pass on to your readers... Last month, I changed my inquiry response pack offer to reflect that with a paid subscription to my newsletter, customers would receive, as a free gift, the two-hour tape Desktop Video for Profit. 119

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Previously, we had been selling the tape and giving the newsletter subscription free. To my surprise, the response has been great. Apparently, people would rather pay for the newsletter and get the tape as a free gift, than pay for the tape and get the newsletter free. Anyone publishing a newsletter might wish to consider setting up a similar offer. Subscribe to the newsletter and get, as a free gift, a videotape on the subject (incidentally, tape costs are less than $3.50 for duplicating and packaging). It’s easy to produce such a tape. Anyone with a camcorder can produce a simple, but informative tape (as long as they work within their own limits). People who are hesitant to produce their own tapes might want to use our Guerilla Video Producer’s Network referral service. We maintain a directory of video producers interested in doing low-budget work for others and we are always glad to help people find someone to assist them in creating their own video. There is no charge for this service. For more information about the Guerilla Video Producer’s Network, people can call 1-501-321-1845. Jerry, your test using your computer for word processing was interesting. But if you’d like, I can take your experiment one step further. If you’ll send me your newsletter on disk (in any format), I’ll typeset it using Ventura software, and print it on my laser printer. I can create any layout format you choose; the one you are currently using is easy. Once this is done, all I have to do is pour in your data, and print it. The finished product will be camera ready! And, I’ll give you the template I created to duplicate your format. If you’ll send me your word processing data files, I’ll turn around your document next day air UPS. Now I don’t do this for a living, but l think you’d be surprised at how easy it is to take advantage of the low cost tools of desktop typesetting and laser printing. And maybe some of your readers might want to compare laser quality with typeset quality. If you want to experiment with this, just give me a call. I just got back from my Oregon trip Friday morning. It was a whirlwind trip where we covered 6,100 miles in eight days. We saw all the sights - Mt Rushmore, Yellowstone National Park, Custer’s Battlefield, and Wall Drug. But most impressive of all was Oregon. We traveled the back-roads, into the high deserts, across the mountains, and then down the coast. It was great. The trip was good for me. It gave me the opportunity to spend up to l8 hours a day thinking about what I was seeing, how America was changing, and how all this tied in with the business of being an information broker. Dining the trip I came up with ideas for new books, new newsletters, and several good videos (I’ve almost completed one book, and have started scripting a video). Jerry, I’m sure you realize the importance of getting away from the daily routine and being exposed to new ideas and information. It is a necessary part of the creative process. I hope your readers know that they must expose themselves to new situations and thought in order to grow. While the trip tired me out physically, it renewed me mentally and creatively. I can see why people choose to live in the Northwest. I appreciate all the help and support you have provided. Sincerely, Bill Myers P.S. If you ever need anything I can help you with, (video work, loser typesetting, advice on computers), please call me. 120

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) 08/21/90 Jerry Buchanan P.O. Box 2038 Vancouver, WA 98668-2038 Dear Jerry, Glad to see that everything worked out great during your bypass operation. And really happy to see that you gave up smoking and other bad habits. We need you strong and healthy so you can keep on giving us that good advice and guidance. And again, thanks for the mention in your newsletter. Every time you mention my name, my phone rings, and we get a chance to show someone else how easy it is to get started with desktop video. The response I’m getting from your readers reminded me of you. I’ve spent a lot of money for expensive display ads in national magazines, but I almost always get a better return on the dollar from classified ads placed in publications that reach a narrow but specific market - like Towers Club USA Newsletter.

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So, thanks for waking me up again. Here’s an ad I would like to run for the next four issues. Twenty-five words @ 95 cents a word, times three insertions, works out to $71.25 (fourth insertion is free). I’ve enclosed a check to cover the cost of the ad. I would appreciate any advice you can give me to perk up the ad. I plan to use something similar in other classifieds we will be placing. Again, thanks for all the help. Sincerely, Bill Myers

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) Date Jerry Buchanan Towers Club USA P.O. Box 2038 Vancouver, WA 98668-2038 Dear Jerry, I got your package today and I must say that the April/May issue of the TOWERS Club USA Newsletter is the best and most powerful eight pages of marketing advice I’ve ever seen in one place. I think your readers will be very excited about what they see. And the new layout is really great. It makes a good first impression and feels expensive and important. I’m so impressed with your current issue that I think the readers of my letter should see it. With your permission I’d like to encourage them to call you and get a free sample of your most current edition. I think that almost everyone who sees it will want to subscribe. It really looks good! Boy, I can sure empathize with your experiences in that electronics store. All that stuff on display and you’re at the mercy of salespeople who work on a commission and don’t care if you get what you need. Unfortunately, the only thing most salespeople know about video is the specific profit margin on a 123

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particular camera - what a nightmare. But getting into video can be simple if you have good advice and the right equipment. Ask Vince DeMeo. He’s 82 and has just finished his first full-length production. It’s not an Oscar winner, but it’s not bad either. If he can do it, anyone can. Jerry, if you really want to get into this a little deeper, I would be glad to help. Of course, you may be better off time wise finding someone to do it for you. I’ve included a list of people in your area that might be of assistance. By the way, most video cameras have simple adjuster rings on the eyepieces which allow anyone (even people with glasses) to view a perfect image. Video is a great way to reach new markets. It’s a shame, but still a fact, that most people don’t read anymore. They rely on TV as their single source of information and entertainment. People like this instant, already digested, information Since we probably can’t change what 30 years of government meddling has done to our education system, we have to live with the results, which means the consumers of the 90’s don’t (or can’t) read much anymore. If we want to reach them, we have to do it over TV. I’ve been using something I call ‘direct video’ as a way to find new customers for my newsletters. It is just like direct mail, except I send them a videotape along with my mail pitch. Most people are quite surprised to receive a free videotape in the mail, and they can’t wait to see what’s on it; so they watch it, which is exactly what we want them to do. By watching our tape, they are getting our pitch. The order rate has been phenomenal! We are currently tying direct video with Jay Abraham’s Protege list, and we’ve discovered that about 70% of the people who see the video end up subscribing to our newsletter and investing in other tapes we offer. I’ve enclosed a copy of the direct video we are doing for the Protege mailing. Please take the time to view it, as it’s just 12 minutes long. I think you’ll find it quite interesting. I’d be very happy to make a tape just for TOWERS Club subscribers and send it free to anyone interested. The tape could be a good way for them to see what direct video looks like, and at the same time further expose them to the crazy adventure of video production By the way, it costs about $3.00 (including shipping) to deliver a direct video to a customer. And, at least in our first test, this is a bargain based on the response rate. Yes, Karen Redpath is here in our offices. She and I are working on a joint venture that has a lot of the insiders in the direct marketing business excited. It is an exclusive cruise seminar to be held this fall. We’ll tell you all about it when everything is firmed up a bit more. Karen is still helping Gary (and other people) with seminars, and she tells me the chances are good that I will be at the one in Los Angeles in June. Of course, it’s hard to tell what I’ll be doing, or where I’ll be doing it that far ahead. Almost every project I’ve gotten into has taken me down paths I hadn’t even considered before. Just today I’m working on a weekly TV show starring my video equipment (and me), to be broadcast over satellite to all of North America. And then there are the guerilla TV commercials. I’ve discovered which provide a way to buy 30 second ad spots on CNN for as low as $1.00 a spot in selected markets. This has proven to be a gold mine. Even in the small markets we’re testing we usually get four orders each time we run a commercial. That means that each $1.00 spent in ads pays back about $120 in sales. 124

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Not too bad, huh? Anyway, the phones here are ringing off the wall and I’ve got to get back to work (that’s the problem with success, you never get the time to enjoy it). I’ll call you later on in the week. Again, I’m glad you’re well. It shows in your letter. Sincerely, Bill Myers P.S.

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The enclosed tape is a copy of our direct video promotion, and includes a ‘guerilla’ TV commercial we produced for Gary Halbert. If you need a commercial, call me and we’ll do it for free. If your subscribers want a commercial, it’s $518.20 for a 30 or 60 second spot for any product that can be shipped via mail or UPS.

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) 02/07/92 Jerry Buchanan TOWERS Club USA P.O. Box 2038 Vancouver, WA 98668-9958 Dear Jerry, Congratulations on another excellent issue of the TOWERS Club, USA Newsletter! I find that I get more usable, down-to-earth ideas and direction from your letter than any other source. Your deep experience shows through in each letter. In your latest letter you mention that you might begin publishing Jerry Buchanan’s Soap Box Soliloquies. Well, if you do, sign me up. I eagerly await the first issue. Your insights into life, your personal comments, and your political arguments are always quite stimulating. And even though I might not always agree with every word you write, I tremendously respect your willingness to express an intelligent opinion - something that there is a real shortage of in this county. The ‘politically correct’ movement seems to be so intent on insuring that we are all equal, they are willing to force us to think alike, even making it a crime to express opinions not ‘correct’. This legislatively mandated ‘correctness’ has reached a point where teachers are required to instruct elementary school children about alternate sexual lifestyles,

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but are forbidden to teach any kind of morality, including the difference between right or wrong. It is no wonder the county has the problems we see all around us today. This county needs individuals willing to stand up and speak their mind, even if their thoughts upset the politically correct crowd. So go ahead, write your newsletter. And sign me up. And again, thanks for doing such a consistently good job. Sincerely,

Bill Myers

P.S.

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Perhaps you should do your new newsletter on cassette. That way we can listen to it on our radio on our way to work, instead of being force fed politically correct news.

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Testimonial Letters Group III Productions 100 Bridge Street - #27 Hot Springs, AR 71901 (501) 321-1845 (501) 321-1429 (fax) April21, 1992 Dr. Burton Elliot The Arkansas Department of Education 4 State Capitol Mall Utile Rock, AR 72201-1904 Dear Dr. Elliott: Group III Video Productions would like to give oar full endorsement and support for the selection of Hot Springs as the site of the Arkansas School of Mathematics and Science. The Hot Springs area offers many unique educational opportunities as well as a good environment for learning. Group III has gained national recognition as a company among the first to develop practical applications for leading edge computer technology. We are heavily involved in the use of computers as communications tools, and we were pioneers in the integration of personal computers with the production of educational videos by incorporating digital animation and three-dimensional modeling. At oar offices in Hot Springs, we have a complete television and video production studio we me to produce training tapes on high tech subjects (including the rue of personal computers, video gear, and digital mixers. In recent months, we’ve expanded into satellite transmission to broadcast our locally produced television show to all of North America. In addition to our video production studios, we also maintain a complete state-of-the-art computer based publishing lab. Combining computers, laser printers, and Windows software, we are able to produce and publish 128

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books, magazines, newsletters, and communication oriented graphics for local, national, and international clients. Our staff has provided training in the application of computer technology to many clients, including Fortune 500 corporations, foreign governments, major universities as well as individuals. Should the Arkansas School of Mathematics and Science locate here in Hot Springs, we would be more than happy to offer our services, as they might be needed. For example, if students wished to become involved in setting up a computer lab, learning more about the production of television, or even getting hands-on training in the practical application of digital animation techniques, we would be glad to provide assistance. We appreciate your consideration of Hot Springs as the location for the Arkansas School of Mathematics and Science. We think it is an ideal place for this facility. Sincerely, Bill Myers

This is kind of like a reverse testimonial letter. Our city was a candidate for the placement of a special school of science and mathematics and they wanted us to write a letter of support. We were told this letter would be read by the Chamber of Commerce, most city officials, the state board, and lots of interested parties. So, we wrote the letter explaining that not only did we support the school, we would be happy to offer to teach some of the things we were doing. Several people who read the letter eventually became our clients.

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Seminars

A good way for almost any business person to share their knowledge in their area of expertise is hold a seminar or a series of training sessions. When you put on a good seminar you are providing educational services that may not be available anywhere else. And generally the information you provide in the seminar has tremendous value to seminar participants, primarily because you are condensing down years of actual experience into a very short training session. Seminars can be promoted in various ways; classified or display ads, radio or TV spots, or direct mail campaigns. The method you choose usually depends on the nature and admission price of the event For lower priced events of a general nature, you’ll probably want to advertise in the local newspaper, and on TV and Radio. For higher priced events, you may want to use display ads and direct mail campaigns. Over the past three years, we’ve conducted four high-priced seminars. We promoted these events with highly targeted direct mail campaigns sent to very limited audiences. In every case, we were able to fill up our events with mailings to less than 1,000 people. And that’s for events with an admission price of over $1,000 for four days! Of course there’s a lot more to putting on a seminar than just signing up participants. You generally have to invite speakers, make arrangements for the meeting hail, make arrangements with the hosting hotel, prepare an agenda, schedule special events, prepare name tags, develop hand-out material, and make sure the audio video system work. This can be a lot of work. But a successful seminar helps a lot of people, and can be quite profitable to you and your business. In addition to the possibility of substantial monetary profit from the event, a successful seminar will allow you to make contacts with people who can become great assets to your business for years to come. Plus, if you put on a great seminar, you can build a name for yourself, and a reputation of putting on meaningful events and this will make it much easier to sign up participants and speakers for your next event Over the next few pages you’ll see the letters we developed to promote one of our seminars, the material we developed to use during the seminar, and a direct mail letter we used to market the tapes of the seminar to people who weren’t able to attend. The following series of letters and documents were developed for the Direct Mail Boot camp we conducted in the Spring of 1992. For this seminar we arranged to have some of the legends in direct mail come to Hot Springs Arkansas and spend four days teaching and advising participants on how to create successful direct mail projects. 130

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This was an extraordinary event, and we were able to pull it off with the letters and documents you’ll see in the following pages (plus a lot of form cases and hundreds or hours of preparation.) Among these letters you’ll see the direct mail piece we used to promote the event, letters to participants, letters to our travel agent and the host hotel, an agenda for the event, a comment sheet, and finally the direct mail piece we used to sell the tapes of the event. If you are really-serious about making money in the nineties, read this...

On May 11 - 14, Ten of the Nation’s Most Successful Marketing Experts will Gather in Hot Springs, Arkansas for a Very Special Purpose to Teach 50 People their Secrets of Making a Fortune in the Direct Mail Business. Those who attend will have the extraordinary opportunity to learn and consult with some of the legends of Direct Mail including Marketing ‘Guru’ Gary Halbert. This is your opportunity to join them. Dear Friend, Imagine being able to spend four days with some of the best direct marketing minds in the country, people whose names read like the Who’s Who of direct mail — names like Gary Halbert, John Canton, and Carl Galletti. Further imagine these experts have all come together for one reason — to take the time to teach you the secrets they’ve used to make a fortune in direct mail. Sounds interesting, right? Well, let me assure you that this once-in-a-lifetime opportunity to learn from the Masters of Direct Mail will be more than just ‘interesting. It could be the turning point in the lives of those who participate. Because they will be taught the ultimate skill — How To Earn A Good Income Anywhere, Anytime, By Developing And Following Through Direct Mail Projects. The people who come to this event are going to have the unparalleled opportunity to spend four days in the company of the brightest, most gifted, direct mail experts and copywriters alive today. These ‘Princes of Print’ have been convinced to take time away from their very busy schedules to come to Hot Springs for one specific purpose … To Provide Personal Training To A Few Very Lucky People Wanting To Learn The ‘ART’ Of Producing MoneyMaking Direct Mail Projects. But wait a minute! What do we mean by ‘Direct Mail’? Well, in the context of this seminar, ‘direct mail’ refers to the process of selling a product (or products) by sending sales letters to prospective customers through the mail. Many people refer to these sales letters as ‘junk mail’, but not the people who use them. Because these ‘junk mail’ sales letters produced more than 200 BILLION DOLLARS in sales last year alone!!! And Part Of That 200 Billion Dollars Can Be Yours!!!

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See, even if you don’t have a product to sell, even if you’ve never sold anything, even if you know nothing about direct mail, you can still get into this business and learn how to make large sums of money quickly. And you can do it from anywhere in the country. You don’t need to live in the big cities, you don’t need a big office or any employees or very much capital. In fact, all you really need is someone to show you how to do it right. After that... You’ll Know The Secrets To Raising @@ 88,000 To @@ 880,000 Cash In Just A Few Days! But don’t get me wrong. Direct mail is not some Get Rich Quick scheme. It is a way of doing business. A way to reach a huge audience of millions of potential customers without having to knock on a single door. Or to make a single sales call. It’s all done by mail. And even a small success can reap huge profits. Profits that can change your life. But it’s not the money that changes your life. It’s the freedom that money gives. And, while many of us may have gotten into this business for the money, we soon discovered that the real reward of success is... The Freedom To Live Your Life As You Choose. See, when you have money you don’t have to depend on a real job. Or for someone else to support you. You gain an air of confidence and a feeling of security that few people ever experience. And you become more aware of how precious life really is (especially when you can afford to enjoy it). This is the real reward of success in direct mail. True independence. But let me warn you — it is a feeling that once tasted is hard to give up. OK. Here’s An Example Of How Easy It Is To Make Big Money With A Direct Mail Project. Let’s say you’ve identified a group of people who want to buy a specific product they can’t find in their local market. You contact the manufacturer of the product and he agrees to sell you the item (which has a retail price of $269), for the wholesale price of $129. This means you will earn $140 profit for each sale of the item you make. And that’s good.

Now let’s say, you invest $485 to print and mail letters to 2,000 of the people you already identified as wanting to buy this product. Assuming just 2% of these people respond to your offer, you’ll sell forty units, and make a gross profit of $5,600 (40 X $140). Of course, after you deduct the cost of the mailing, you end up with $5,115 net profit And even though that’s more than a 1000% return on your investment, you probably want to make more than $5,115 (Yes, you’re one of the greedy ones.) Anyway, to make more money, you just mail more letters. If you mail another 20,000 letters, and get the same 2% response, your profits go up to $51,000!!! Again, not bad, especially since you probably made it all in less than 11 days!!! (The time it takes to mail a letter, get an order and process it.) But this is just the tip of the iceberg. You could mail 200,000 letters and perhaps make $510,000. And you could keep mailing until you either ran out of names to mail to or got bored counting your money. (Don’t laugh, most people stop mailing before they run out of names.) Anyway, the secret to success here is to... Identify a market of customers who want and have the ability to buy a specific product. Create the right offer that will make customers want to order the product from you. And finally, follow through with the mailing and order processing. It sounds easy. And when you do it right, it is. Of course, doing it right means putting all the little pieces together just the right way. And that’s what you’re going to learn at our Direct Mail Boot camp. That, plus a whole lot more, inc1uding…

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How to find the Ultimate Direct Mail product for your market (and how to get manufacturers and distributors to send you free samples of products they want you to sell). How to write a ‘killer’ direct mail offer that will Make People Want To Send You Money!!! How to Avoid The Really Dumb Mistakes behind almost all direct mail failures! (This alone can assure you of a 100% better chance of succeeding.) How to find Start-up Capital And Complete Financing for any direct mail project! How to find names, addresses and spending habits of the group of people Most Likely To Want To Spend Money With You! How to Master The Mechanics Of Producing A Direct Mail Offer That Really Works! How to use Premiums and Free bonuses To Boost Your Sales Through The Roof’. (And why the best premiums probably won’t cost you a dime.) How to use Magic Words in your offer that can dramatically increase your response rate!!! (And why to avoid using certain words and phrases that will kill sales.) How to estimate the profit potential and risk of any direct mail offer, and know in advance which ones will be BIG Winners before you invest a single penny!!! How to use the Post Office for Maximum Effect!!! (Includes techniques to disguise bulk mail, getting the best postal rates, and timing your mailing for best response.) How to use Printing Services to get the most out of your mailings (and how to get your printer to agree to underwrite most of the start-up costs of your next mailing). How to put your Direct Mail Order Entry and Product Fulfillment System on Full Auto Pilot!!! (How to get orders taken, charge cards processed and products shipped the no-pain way.) What you might do to Protect Yourself Legally before you start any direct mail project! How to develop a strategy to generate at least $100,000 In Profits Over The Next 180 Days!!! You’ll learn all this, and as I promised, a lot more. And you’ll learn it from real Pros. People who know how to do it right, and who have a proven track record of... Raising Huge Sums Of Money In Just A Few Days With Direct Mail Projects They’ve Created!!! These experts, the ones who will be teaching at this direct mail boot camp will include... ‘Guru’ Gary Halbert - Yep, the one, the only, the real Gary Halbert in all his glory is going to be here. And he’ll be doing what he is famous for astounding you with his genius - like ability to come up with crystal clear solutions to almost any marketing problem. John Carlton - John’s the guy who wrote many of the direct mail offers for Howard Ruff, Gary North and Lee Euler. His work really pulled for these guys and gained him fame as a world class copywriter. He’ll amaze you with his slant on reality. David Deutsch - David’s an award winning mainstream copywriter from one of the finest advertising houses on Madison Avenue (Ogilvy & Mather). Working freelance now, his copywriting and promotional genius has attracted the attention of many Fortune 500 clients. John Eger - John is one of the nation’s most brilliant marketing strategists. He and his partner Phil Kratzer (who will also be at the seminar) place more classified ads than just about anybody in the country, and through their work they know what’s selling and what’s not, and probably know more about which words work (and why) than anybody else in the business. Carl Galletti - Carl is one of the best freelance direct-mail copywriters alive today, a member of the elite group of people considered copywriting geniuses. More than just copywriting, Carl also understands the relationship of

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how words must look on paper to sell. He can show you how to increase response to almost any letter just by changing the mechanics. Lisa Morrice - Lisa is president of On Target Communications, a marketing firm specializing in public relations and direct response methods. Not only is she a great copywriter, but she can also turn out books on almost any subject you wish to market A tremendously talented person who can show you how easy it is to create the ultimate product for your market. Karen (Redpath) Myers - Many of you may remember Karen from the two years she spent working down in the Keys as Gary Halbert’s personal assistant Karen is a veritable ‘wail ting rolodex’. She personally knows just about everyone who’s done anything in direct mail; she has organized massive mailings and set up complete order processing and fulfillment systems, and through her network of contacts she can get just about anything done. Plus, she’s married to me... ‘Guerilla’ Bill Myers - I’m probably one of the laziest guys you’ve ever met I didn’t used to be, but since I’ve learned how easy it is to make all the cash I need with direct mail projects, I find I have no use7 for a ‘real’ job. Now I just spend a few hours a week thinking about new projects, and every few months I put one together to create a fresh cash flow. It’s a tough life, but somebody has to do it. But with a little practice, I bet you too can learn to be lazy and like it! Mystery Guests - There’s going to be a few other ‘big guns’ here, but since I’m having to write this letter before they confirm, I’m not going to reveal their names here. Still, you can be sure you’re going to get to work with people who are legendary in this business. And all these people will be in Hot Springs for one reason… To Teach You The Step By Step Procedures The Experts Use to Create A Successful Money Making Direct Mail Project!!! Of course, there’ll be a lot more than the lectures, training sessions and workshops. You’ll be given plenty of take home reference materials — including books, video tapes, sample direct mail offers, even computer software that’ll greatly increase your chances of making money when you get home. And we’ll even provide you with sources for some of the best direct mail products! Plus, you’ll be given time to speak privately with the experts. To get advice or suggestions on how to get your next project off the ground. You’ll make connections with people who will remember you and be able to help you in your future efforts. And just to be sure everyone gets to know each other, we’ve arranged some pretty interesting class projects and relaxing after-class adventures run and around the world famous Hot Springs National Park here. Now here is the part you’ve probably been wondering about - the cost. Normally an event with this caliber of people providing training on this particular subject would have an admission price of $6,000 or more. It’s true. Gary Halbert charged $6,950 for his last seminar and had no problem filling it. And, those who attended agreed it was worth every penny. But A lot of people who need the kind of information and training we will be providing simply don’t have $7,000 to spend. And people who do may be reluctant top with that kind of money in the current economy. So, just this one time, we’re going to reduce the price of this $6,000 seminar to $1,395!!! And to make it even more fair, each paid attendee can bring one guest FREE!! But if you want to come, to experience this life-changing event, you must call and reserve your seat right now. We

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are limiting participation to just fifty people so we can offer personal attention to everyone. And at this price, seats will fill quickly. To take advantage of this extraordinary opportunity, you must reserve your seat today by calling our offices at 1501-321-1845. (Yes, you can use your Visa, MasterCard, or American Express to hold your seat.) This is one of those rare opportunities that can change your life. I hope you can make it. Sincerely, Bill Myers

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P.S.

We are holding this event at the world famous Arlington Resort Hotel and Spa nestled in downtown Hot Springs, Arkansas, a stone’s throw from Hot Springs National Park During your stay you’ll enjoy clean, clear mountain air, exploring the shops of the historic downtown area, and dining in your choice of excellent restaurants. And after a long day, you’ll be able to join everybody for a soak in the mountainside pool and hot tubs. (Plus; you’re sure to appreciate how far a dollar goes in our little town here.)

P.P.S.

This is your chance to get involved in an adventure that can change your life. You’ll be able to meet and work with the real gurus of direct mail — including Gary Halbert, John Carlton, David Deutsch, John Eger, Phil Kratzer, Carl Galletti, Lisa Morrice and Karen and Bill Myers. And you’ll get to see firsthand the lifestyle these people have carved out for themselves. A lifestyle you could be living.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax) April 28, 1992 Dear Mr. Catricala, This is confirmation that you have been accepted to participate in Group M’s Direct Marketing Boot camp beginning Monday, May 11, 1992, and ending Thursday evening, May 14. The boot camp will be headquartered in the Crystal Ball Room at the Arlington Hotel in the center of the historic district of Hot Springs National Park, Arkansas. All of the boot camp attendees and special guests will be staying in the spacious, elegantly-appointed rooms available at the Arlington. We have arranged a special room rate of $65 per room for two people or $55 per room for single occupancy. There are also fabulous Suites available on request. To insure a room we suggest you to call the Arlington immediately on receipt of this letter and make your reservation. Be sure to mention the fact that you are attending Group M’s Direct Marketing Seminar to get the maximum discount. The toll free telephone number is 1-800-643-1502 (or 1-501-623-7771 inside Arkansas). We have enclosed a brochure on the Arlington so you can see how unique and fabulous this hotel really is. If you are traveling to Hot Springs by air we recommend you schedule your trip so as to arrive on Sunday, May 10, and plan to stay in town until the following Saturday. This will allow you the maximum discounted airfare, and give you plenty of time to enjoy the adventures our National Park has to offer. If you fly with a commercial airline, you will fly into Little Rock and then travel to Hot Springs by auto, approximately 50 miles into the mountains. (We‘ve found you can get great airline discounts from a company called Travel Bargains 1-800872-8385.) A shuttle is available for those not wishing to rent cars, and the Arlington Hotel is within walking distance of most of the special attractions you will want to see while you are here. Hot Springs is a great place to bring your family. There are always lots of things for them to do while they are here, and remember — you are welcome to bring one guest into the seminar with you. But if you do decide to bring a guest please make sure you register him or her with Sissi as soon as possible. We will have a package of information waiting for you when you check in at the Arlington. If you have any questions, or need any assistance in making travel arrangements or booking accommodations, don’t hesitate to call Sissi at 1-501-3211845. Sincerely, Bill Myers

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P.S.

May is Spring here in Arkansas and traditionally the weather will be delightful with sunny days in the 70’s and 80’s and cooler temperatures at night. The dress code is informal for your maximum comfort.

P.P.S.

This is your chance to meet and work with the real Gurus of direct mail, including Gary Halbert, John Carlton, John Eger, Phil Kratzer, Lisa Morrice, David Deutsch, Carl Galletti and Karen and Bill Myers.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

May 1, 1992 Dear Mr. Bernstein, Just a short note to update you on the upcoming Direct Mail Boot camp. First, I want to let you know this event is turning into The Direct Marketing event of the year! After we announced that Gary Halbert, along with several other heavy hitters’ of direct mail would be here, many other players in the industry decided they didn’t want to be left out. So, along with the experts we named in our previous letter, you’ll get a chance to work with and learn from several others, including Ted Nicholas, a remarkable man who has sold over 200 million dollars of his own products through direct mail and magazine ads. This is really going to be a once in a lifetime opportunity for us all to meet and rub elbows with the who’s who of the direct marketing world. I’m really excited that you and I are going to be a part of it. OK, a few notes to make your trip easier. If you are flying in and are not renting a car, you need to know the airport shuttle does not run after 8:00 P.M. If your flight comes in late, you need to make arrangements to get to Hot Springs. You can rent a car from Thrifty for under $40 a day, and their office at the airport stays open 24 hours a day. Or if you choose, you can take a taxi, it’ll cost about $60 to get to Hot Springs. A reminder about the weather in Hot Springs in May. Normally the temps will range from the low sixties to the high eighties. Of course, there is no such thing as normal weather in Arkansas, especially in the spring. Dress casual for the boot camp, bring leisure clothes for your free time, and don’t forget your swimsuit (for the meetings in the mountainside hot tubs). If you are currently working on a marketing project, or have a product you are planning to market, this is a good opportunity to have your ideas reviewed by the experts. You may want to bring some of your work or your product along for this reason. When you check in at the Arlington, there will be a packet of additional information waiting for you. In the meantime, if you have any questions, don’t hesitate to call our offices. We are looking forward to your arrival here in Hot Springs. Sincerely, Bill & Karen Myers

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Attention: Aline Palm Travel Fax# 305-948-6000

Listed below are the names of the people who will be contacting you to make travel arrangements pertaining to Group M’s seminar being held in Hot Springs, AR May 10 through May 16: Gary C. Halbert David Deutsch Carl Galletti Lisa Morrice John Canton These people will be flying into Little Rock from domestic destinations nationwide. Group M will accept the charges for their flights on the following credit card: AMEX Optima William H. Myers Please let me know who these people should ask to deal with when they call to make their individual reservations and I will pass the information along to them with your telephone number. As each individual calls to make reservations please call us to confirm the dates of the flight and the person involved.

Thank you, Karen Myers

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

ATTN: Bill Boughton Arlington Resort Hotel & Spa PO Box 5652 Hot Springs National Park, AR 71901 Dear Mr. Boughton: Listed below are the names of the VIPs and guest speakers who will be attending Group M’s seminar being held at the Arlington May 11 through May 14: Gary C. Halbert (Complimentary Suite #443) Karen Myers/Bill Myers David Deutsch Carl Galletti Lisa Morrice John Canton John Eger/Phil Kratzer These people will be arriving in Hot Springs from domestic destinations nationwide on May 10 and will be contacting you individually to confirm their arrival and departure dates. Please use the following billing information to reserve and pay for all of their room charges. Incidentals will be taken care of by the individual. AMEX Optima#

William H. Myers

Please guarantee that Gary Halbert is placed in the complimentary suite that you have made available to Group M (Ste# 443 as assured on form# 67254). Thank you, Karen Myers

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Welcome to Hot Springs and the Direct Mail Boot camp! We’re glad you made it. Now that you’re here, there are some things you’ll probably want to know. First, the Direct Mail Boot camp begins Monday morning in the Crystal Ballroom on the second floor of the Arlington Hotel. You’ll want to come to our registration area (in front of the Crystal Ballroom) between 8:20 a.m. and 8:45 a.m. to get your name tags, course materials and seating assignments. Dress forte boot camp is extremely casual. Between now and then, you’ll probably want to rein and recover from your trip. The Arlington is great place for relaxing. If you feel adventurous, you may want to explore the National Park located right outside the hotel in the historic area of downtown Hot Springs. It is a great place to get out and walk in the fresh air and see the sights. For the more adventurous, there are Duck tours , trolleys, even a mule-line that can take you out to attractions beyond walking distance. If you feel like shopping, you may want to visit Hot Springs Mall or the Outlet Mall. Both are about seven miles south of the Arlington and are serviced by city buses. There are plenty of restaurants within an easy walk of the Arlington, all are quite affordable and are safe places to eat. For breakfast, your choices include the Venetian Dining Room in the Arlington, Cafe New Orleans, The Pancake Shop, and the Colonial Pancake & Waffle House just North of the Arlington on Central Avenue. Be sure to prepare yourself mentally for the Boot camp. Pursuing Direct Mail as a career is a true adventure and the Boot camp is going to show you how to do it right. We’re glad you’re here. Bill & Karen Myers P.S. Be sure to check out the Mountainside Hot Tub and the mini-shopping mall on the ground floor of the Arlington.

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Direct Mail Seminar Agenda Arlington Hotel Crystal Ballroom May 11 - 14, 1992 Monday 8:45 - 9.00 9:00 - 9:50 10:00 - 10:50 11:00 - 11:50 11:50 - 1:30 1:30 - 2:00 2:00 - 2:50 3:00 - 3:50 4:00 - 4:50 5:00 - 5:50 6:00 - 7:00 7:00 - 7:15

Tuesday 8:00 - 8:30 8:45 9:00 11:00 2:00 - 5:00 9:00 - 6:00

Wednesday 8:00 - 8:30 8:45 9:00 11:00 2:00 - 5:00 5:00 - 6:00

Thursday 8:00-8:30 8:45 9:00 11:30 2:00-5:00 5:00-6:00

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Bill Myers - Introduction — Direct Mail as a Career and Lifestyle Ted Nicholas — What Success Means Karen & Bill Myers - The Mechanics of Direct Mail David Deutsch - The New Marketing Realities Lunch John Canton - Selling it with an Attitude Lisa Morrice — Developing the Offer and Writing the Direct Mail Piece Carl Galletti — Computers, Catalogs, and Products Karen Anderson - Using Lists to Find Customers John Eger — Lead Generation Through Classified Ads Gary Halbert - Guidance from the Thence of Print’ Bill Myers - Wrap Up After Dinner Meeting at Mountainside Hot Tub (optional)

Developing a Complete Direct Mail Campaign—Physical Product Early Morning Walk Through the National Park (optional) Introduction & Class Project Assignment Defining the Target Market — Who do we want to sell to? Defining the Product — What does our market want to buy? Developing the Offer, Copywriting, Printing Out the Final Product Preparing the Mailing and Handling Orders After Dinner Meeting at Mountainside Hot Tub (optional)

Developing a Complete Direct Mail Campaign – Catalog Early Morning Walk Through the National Park (optional) Introduction & Class Project Assignment Defining the Target Market — Who do we want to sell to? Defining the Product — What does our market want to buy? Developing the Offer, Copywriting Preparing the Mailing and Handling Orders After Dinner Meeting at Mountainside Hot Tub (optional) Developing a Complete Direct Mail Campaign Informational Item Early Morning Walk Through the National Park (optional) Introduction & Class Project Assignment Defining the Target Market — Who do we want to sell to? Defining the Product — What does our market want to buy? Developing the Offer, Copywriting

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6:00

Preparing the Mailing and Handling the Orders Closing Ceremonies

* This schedule is flexible and subject to change. Announcements regarding the scheduling of informal workshops on specific subjects will be made each day. For your convenience our staff members are available to assist you. Jim Powell will be coordinating things at the Arlington Hotel, and Sissi Hazier will be handling everything at our downtown offices (321-1845) located at 321 Quachita Avenue.

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DIRECT MAIL BOOT CAMP ‘92 Congratulations, You have just survived the Direct Mail Boot Camp and having lived to tell the tale we would like to hear it !!! 1. Comments on speakers from Day One (Listed in order of appearance): Ted Nicholas (What Success Means)

Bill & Karen Myers (The Mechanics of Direct Mail@@)

David Deutsch (The New Marketing Realities)

John Canton (Selling with an Attitude)

Lisa Mornice (Developing the Offer)

John Eger (Lead Generation Through Classifieds)

Gary Halbert (Guidance From the Prince of Print)

2. Was there anything you would have liked to see included in the Camp?

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3. Please add any comments to help us review the week.

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I WAS HELD HOSTAGE FOR 4 DAYS BY THE SHARPEST MINDS IN DIRECT MAIL! ‘And when it was over, I didn’t ‘t want to leave. I had learned the ultimate skills like - how to make real money anytime, anywhere. All my fears about not knowing what to do were gone. By day four, I had the formula down; I knew how to do it right and even before I got home from the seminar, I had started a major direct mail project which may end up earning me $20,000 this month!” Dan Reynolds Harrison, Arkansas

Dear Friend, Everything you have heard about the Direct Mail Boot camp is true. Even the stories about what Gary Halbert did in the Al Capone suite at the Arlington Hotel are true. (Yep, Gary would have made Big Al Proud) But the biggest story of all is what happened to those of us who participated in the boot camp. We learned the ultimate skills like How To Make a Good Income Anywhere, Anytime, By Developing and Following Through Direct Mail Projects!!! It’s true. No matter who you are or where you live in this country, you can learn how to make a good income doing nothing but coming up with and rolling out direct mail projects. And it’s an easy business to get into. You don’t need an office or storefront, you don’t need retail clerks or salespeople, you don’t need a heavy investment in inventory. In fact, all you need to get into the direct mail business is to... Start Mailing Sales Letters!!! Of course, just because you start mailing letters, doesn’t automatically mean you’re going to make money. That’s because success in direct mail is kind of like baking a cake. To bake a cake, you use a recipe, put in all the ingredients in the right order, pop it in the oven, and you end up with a cake. But try to make that same cake without a recipe, and chances are you’re not going to end up with a cake at all. In fact, you’re probably going to end up with one heck of a mess! And it’s the same way with direct mail projects. If you try to make money in direct mail, and don’t know or don’t use the ‘Recipe for Success in Direct Mail’ (the recipe revealed by the experts at The Direct Mail Boot camp) you’re probably going to have the same kind of success rate you’d have if you tried to bake a cake without a recipe. Just about zero. (And you’d still end up with a big mess on your hands.) But if you know, and use, the amazingly simple, straightforward ‘Recipe for Success in Direct Mail’ (as revealed at the Direct Mail Boot camp), you’re going to discover it is easy to make money with direct mail ventures. And it’s easy to pursue a lifestyle where all you do is come up with, and follow through on, direct mail projects. It’s a real 145

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adventure, and an adventure that can make you rich, if you know the ‘recipe for success’! And that was the purpose of the Direct Mail Boot camp—to bring together the best minds and top performers in the direct mail business for four solid days, so they could teach the ‘Recipe for Success in Direct Mail’ to others. And that’s exactly what they did. Some of the experts who participated in the boot camp were... Gary Halbert: Ted Nicholas: John Carlton: John Eger: David Deutsch: Carl Galletti: Lisa Morrice: Phil Kratzer: Karen Anderson: Bond Halbert: Guerilla ‘Bill’ & Karen Myers:

Whose clients eagerly pay him $15,000 an hour for his marketing advice! Known as the most successful Magazine Advertiser in the Country! One of the best copywriters alive today, known for getting results! Co-owner of National Response Corporation; places 4,000 ads a week! Ex-Madison Avenue Copywriter, now highly in-demand freelancer! Direct Mail Catalog Expert, President of Lord & Collins! President of On Target Communications, specializing in direct response! A brilliant marketing strategist, involved in two-step marketing, 900 numbers! List broker specializing in joint ventures and endorsed mailings! Another Halbert (Gary’s son) with the gift of marketing brilliance! Known for their low budget projects that net high returns!

This amazingly talented group of people, all of whom make a living in some aspect of the direct mail business, came together for the first time ever for a single purpose ... To teach Direct Mail Boot camp Participants everything they knew about creating successful direct mail projects!!! And instead of just giving speeches, they spent four days demonstrating how to create successful projects in a logical, step-by-step process. Starting at the beginning with the very basics, and sequentially working through each step in the entire process. Everything was covered, but just to be sure everybody got it, the experts actually... Came Up With A Direct Mail Project And Developed It From Beginning To End Right There In The Boot camp! A complete project. From start to finish. From coming up with the idea, to defining the market, to creating the product, to developing the offer, to getting it all down on paper, even to mailing and taking orders. They did it all! And in the process, they revealed the ‘recipe; the ‘template’ for success in direct mail. And until you see it for yourself, you’ll never believe how easy it can be for you to make good money in this business (as long as you follow the proven formula). Here are just some of the things the experts taught us: Why it is so important to Define The Market First, before you come up with the product. (Most people come up with a product, and then ask “Who can I sell it to?”. That’s the wrong way.) Where to find the Ultimate Market to sell Direct Mail Products To. (And how to know beforehand if the people you are mailing your letter to are in the position to buy from you.) How to find the Ultimate Direct Mail Product for your market (And how to get manufacturers and distributors to send you free samples of products they want you to sell)

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How to Avoid The Really Dumb Mistakes behind almost all direct mail failures! (This alone can assure you of a 1000% better chance of success.) How to find Start-Up Capital and Complete Financing for any direct mail project! How to find names, addresses and spending habits of the group of People Most Likely To Want To Spend Money With You! How to write a ‘killer’ direct mail offer that will Make People Want To Send You Money!!! How to Master the Mechanics of Producing a Direct Mail Offer that Really Works! How to use Premiums and Free Bonuses to Boost Your Sales Right Through The Root’. (And why the best premiums probably won’t cost you a dime.) How to estimate the Profit Potential and risk of any direct mail offer, and How To Know In Advance Which Projects Will Be Big Winners before you invest a single penny!!! How to Use the Post Office for Maximum Effect!!! (Includes techniques to disguise bulk mail; getting the best postal rates and timing your mailing for best responses.) How to acquire the mail order rights to Best Selling Books and Videos for as little as $250!!! How to get a Print Shop to agree To Underwrite Most Of The Stan-up Costs Of Your Next Direct Mail Project! (And how to use printing services to increase your response rate.) How to put your Direct Mail Order Entry and Product Fulfillment System on Full Auto Pilot!!! (Get orders taken, charge cards processed and products shipped without your involvement!) What you must do to Protect Yourself Legally before you start any direct mail project. A strategy to generate $100,000 in 120 days starting with just a $600 investment!!! The experts showed us all this and more! And they presented it in a way that made it easy to follow and simple to understand. More importantly, we learned success in direct mail can be almost automatic—if you follow the recipe! The same recipe being taught to us by people who were actually doing what they were showing us how to do, and that was... Raising Huge Sums of Money With Direct Mail Projects!!! But you know, it’s funny. All the experts kept talking about was how they weren’t in direct mail for the money, instead they were in it mostly for... The lifestyle that haying money permits them to live. It’s a strange way of thinking about money, but I guess they’re right. It’s not so much the money that’s nice, it’s what having money allows you to do. See, when you have money, you don’t need a job, you don’t have to work for anyone else. And not having to show up for work every day frees up a lot of your time. Time you can choose how to use. Time to spend with your family. Or on your hobbies. Or on an adventure. Whatever, … The Choice Is Yours.

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But as the experts pointed out, having the choice to do what you want, and having the free time to do it, can become quite addictive. Once you taste this freedom, you’ll find it bard to go back to your old job. You’ll never want to work for anyone but yourself. And you’ll know why those who are doing it say a career in direct mail is the ultimate adventure! Being able to come and go as you want, to travel, to spend time with your family, your friends, or to just sleep late, are luxuries far more enjoyable than a big car or a fancy gold watch. (Or so say the experts.) According to them, the real reward of success – True Independence! (And I always thought it was the money!) Anyway, listening to these successful people talk about their lifestyles was fascinating. And it made us realize that money isn’t the goal. Money just provides a means of reaching many different goals, goals as different as the individuals who set them. (But money is not a bad thing.) There is something that money brings, though. Something that none of the speakers actually talked about, but something that could be seen in all of them. There was an air of confidence, a feeling of security, maybe even an inner peace that made these people stand out in a crowd. But maybe it wasn’t the money, maybe it was the knowledge that they had discovered a way to live well., no matter what happened in their lives. They knew that anytime they needed money for anything, all they had to do was follow the recipe for success in direct mail. And in a few days, money would start filling their mailboxes. A surprising thing about these experts is that they weren’t at all hesitant to share the techniques they had mastered. They didn’t hold back on anything, they told us everything, gave us advice and direction, and even told us about their biggest mistakes. It was amazing... They had discovered a way to escape from the rat race, and didn’t mind sharing the secret! They were also honest with us. They told us direct mail is not some Get Rich Quick scheme. It is a way of doing business. A way to reach a huge audience of millions of potential customers without having to knock on a single door. Or without having to make a single sales call. It’s all done by mail. (Which means you can launch projects from your kitchen table.) And, because you can reach so many potential customers inexpensively... Even a small success with a direct mail project can reap huge profits! You don’t need a sophisticated operation mailing hundreds of thousands of letters a week. In fact, using the recipe for success, you can earn $20,000 or more per month, doing small mailings into the right market. You can keep your business small, yet still be able to make big money. Another thing they taught was you don’t need much money to get started (they really pounded this into our heads). In fact, they all agreed that having too much money is one reason many people fail! The logic behind that statement is surprising, but it turns out to be true. Anyway, those lucky enough to attend the Direct Mail Boot camp realized very quickly that they were part of something very special This was one of those amazing, profoundly life changing events you sometimes read about in the biographies of people who have made it big. No doubt sometime in the future, when some successful person is asked what was the turning point in his (or her) life, he (or she) will point to participation in the Direct Mail Boot camp. 148

But not everybody could get in ...

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Unfortunately, not everybody who wanted or needed the kind of experience the direct mail boot camp provided was able to attend. Some people, still stuck in the rat race, couldn’t get away from their jobs. Others had prior commitments they couldn’t reschedule. And many just couldn’t afford the thousands it would cost to fly to Hot Springs to participate in this event for a week. Even some of those who had the free time, the funds, and an open schedule, found they couldn’t get in. To their disappointment, they discovered that the limited number of open seats at this event filled up just days after it was announced (but that’s no surprise considering what was being taught, and who was teaching it). Anyway, if you are one of the ones who missed out on this life-changing experience, and want the ‘recipe for success’ in direct mail, along with the private and confidential advice and direction from some of the best minds in the industry, you’re in luck! See, everything at the Direct Mail Boot camp was professionally recorded onto broadcast quality video tape. And a complete library of those tapes, along with ail the materials handed out during the boot camp, plus a printed summary of the event, along with a step-by-step direct mail workbook, is now available to you. And along with the tapes and hand-out materials, you’ll also receive A Turn-key, Ready-To-Use Direct Mail Project, along with the REPRINT and REPRODUCTION RIGHTS of the book and video tape sold in the offer! We’ll talk about that later, but first let’s look at... The Components of the Direct Mail Boot camp Experience When we began putting this package together we wanted to include everything that made this event so important to those who participated. And we also wanted to include some Free Extras that would make the home version of the Boot camp Experience even more worthwhile. And this is what we came up with starting with The complete minute-by-minute, hour-by-hour, day-by-day video tape record of everything that went on at the boot camp. Watching these tapes from start to finish is like having a front row seat at the boot camp. Shot by video professionals with multiple cameras, you’ll feel like you were there! You’ll see and hear every speaker, every workshop, every presentation, every question asked and every comment made during the boot camp. And for your convenience, the tapes are indexed by day and hour and subject matter. And for review purposes, you’ll find each tape cover has a brief summary of the information found on that particular tape. Plus, along with the tapes you’ll get... The complete package of hand-out and reference materials used by the actual participants during the boot camp. This includes many sample direct mail letters, special computer software to analyze direct mail projects, sample press releases, review copies of several direct mail related newsletters, review copies of various magazines, several catalogs of products suitable for direct mail, samples of mailing lists, direct mail how-to video tapes, special books, and even product samples. Here’s just a short list of some of the things you’ll get...

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Direct Marketing in a Discretionary Economy video - learn how to sell even in bad times!

Review copy of Book Marketing Update newsletter - great info source on marketing books!

Review copy of Video Marketing Letter - recommended by all the top names in marketing!

More than fifteen catalogs packed with unusual products -full of great product ideas!

Review copy of Marketing Tools Alert - covers mail order software, databases; etc.

Review copy of The Numbers News - provides inside info on results of selected mailings.

Review copy of American Demographics Magazine - in-depth consumer & market research.

Mailer’s Software Catalog - best single source for direct mail software. CD ROMs, etc.

How to Form Your Own Corporation for Under $75 - Ted Nicholas’ bestseller.

The Direct Mail Toolbox - IBM compatible computer software you can use to perform breakeven analyses, pricing strategies; and profitability studies on any direct mail project Also includes net worth, income making and budget modules.

A VHS video tape of ‘Guerilla’ Bill and Karen Myers’ latest satellite home shopping show (you’ll learn how you can get your own home shopping show up on satellite for as little as a $125, and use your show to test market direct mail products like they do!)

Plus, a copy of the direct mail letters developed as class projects during the boot camp.

But that’s not all. Along with all this, you’ll also receive...

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A Million Dollar Rolodex with the names, phone numbers and addresses of all the experts who participated in the boot camp, plus other resources you’ll want to know about. This rolodex is actually on rolodex cards you can add to your personal rolodex file.

A Million Dollar Resource Directory - Just like above but printed out on computer paper so you can use it no matter where you are.

A Directory of Boot camp Participants - This directory has the names, addresses, and phone numbers of people who participated in the live boot camp. As you view the tapes, and you hear comments and questions from these people, you may find someone you want to network with. This directory gives you a way to contact them.

A copy of Success in Direct Mail, A Common Sense Guide to Profits. The direct mail workbook designed to give you the complete recipe to success in direct mail. It’s full of vital information and has numerous checklists that will help you insure your project is a success. You’ll love the way it’s laid out. It’s easy to

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follow, and you’ll use it every time you start planning a direct mail project.

A subscription to Myers Direct, the newsletter written by ‘Guerilla’ Bill Myers specifically for those just getting into direct mail. Here you’ll find the latest information on what is working, and what isn’t and why. Plus tips on equipment and software that will make your direct mail business more successful, and even ideas for direct mail projects. Plus special features written by Karen Myers dealing with the mechanics of direct mail, some of the lifestyle benefits, and tips on how to effectively operate a husband/wife direct mail business.

The Unfair Advantage Letter Book with over 150 pages of tested letters, display and class4 fled ads, press releases, TV commercial scripts; and day-to-day correspondence letters needed by most direct mail businesses. This book was taken directly from the word processing files of a successful direct mail business and includes almost all of the written correspondence from their first three years in business. It provides a rare peek inside the private files of a successful, kitchen table, direct mail business. And it can provide you with plenty of examples you can use in your business.

And in addition to all this, you get an Extra Special Bonus, exclusive to the home version of the Direct Mail Boot camp Experience. A Bonus so unique, so special that by itself it is worth over $1,000! But it’s yours FREE with the Direct Mail Boot camp Experience! Because... One of the first things you’re going to want to do after you’ve watched the boot camp tapes is roll out your own direct mail project. So, just to be sure you have one, when you order the Direct Mail Boot camp experience, you will get... A COMPLETE, READY-TO-USE DIRECT MAIL OFFER!!! That’s right, along with the complete set of tapes, and all the reference and resource materials, and all the other extras, you also get a ready-to-use direct mail project with the REPRINT and DUPLICATION RIGHTS of the book and video being sold in the offer!!! This means that when you’re ready to go to market with your first direct mail project, you’ll have one you can use. And... You’ll have the DUPLICATION and REPRINT RIGHTS to the products you are selling. Which means when you roll out this project, the money you make from it is yours! No royalties or fees to be paid to anyone ever! ! ! And even if you decide not to use this project, You Still Have The Right To Use The Book And Tape Any Way You Choose! It’s Like Having Your Future Delivered To You On A Silver Platter!!! Having the reprint and duplication rights means you can sell the book and tape individually, or you can package them up with other products, give them away as premiums, or just keep them until you are ready to use them. You can even turn this ready-to-use project over to your son or daughter and let them use it to build their college fund! It’s up to you. Of course, there is no guarantee this project will make money for you. We have tested it, and it has (@@and sf11 is) making money for us. But, there is no guarantee you’ll get rich with it. One thing’s for certain though, you won’t have to pay any royalties or copyright fees to us or anyone else when you

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sell this product. You get to keep the profits, and you’ll only have to share them with Uncle Sam’s favorite nephew, the IRS. But before you start counting all the money you’re going to make with this, there’s something you need to know. We are not giving this material away. In fact, even though this is an amazing offer, we don’t expect many people to be in a position to take advantage of it. And that’s OK. Because this offer is not intended for everyone. So... If you are broke, or down to your last penny, or don’t know where your next meal is going to come from, or are mentally or emotionally disturbed, then don’t bother ordering the Direct Mail Boot camp Experience. It isn’t for you. Or... If you’re looking for a ‘magic’ pill to fix all the problems in your life, or can’t or won’t follow instructions, or don’t want to listen to advice, then this is not going to work for you either. It’s not magic. Or... If you are the least bit shady, and looking for a quick way to scam unsuspecting little old ladies out of their life savings ... Then look somewhere else. We don’t want this kind of information to fall into your hands. On the Other Hand, if you are looking for a path which can take you to the level of personal success and financial rewards that you desire, a path that has proven to work time and time again for others, the Boot-camp Experience might be exactly what you are looking for. Especially if you can afford to invest in your success. Operating your own direct mail business offers you one of the most direct, hassle-free ways you can generate a substantial cash flow quickly... if you know the recipe for success. And the complete Direct Mail Boot camp Experience is the only opportunity of its kind for you to learn that recipe from some of the most successful names in the direct mail business. But it’s not free. It’s going to require an investment in money (to get the tapes) and time (to watch them). if you sincerely feel you can make that investment, then read on. I’ve got some good news for you. By now you know the Boot camp Experience is more than a set of tapes. More than a library of carefully selected reference and resource material. More than the 10 extra bonus items. And more than the reprint and duplication rights to a tested direct mail offer you can use to start making money right away. It is all these things and more. And combined with your desire to live your life on your own terms, it can be... The Total Learning Experience That Changes Your Life!

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There’s nothing quite like the feeling of success. And that feeling can be yours. It is within your grasp. No matter who you are or where you live, you can have a profitable future with direct mail projects. And the Direct Mail Boot camp Experience can be your launching pad. OK. Let’s talk a little more about the investment required. Tapes from other seminars of this caliber are usually priced in the $2,400 range. And usually these tape sets are worth every penny of the asking price. But the problem is, not everybody can afford to invest that kind of money, especially right now. Life has its demands, and many of those demands are financial. Still, an investment m one’s future can sometimes be priceless—if only one can afford to make that investment. (It’s sad but true—some people can’t afford to be successful). Anyway, if you can afford success, and recognize this as an opportunity to fulfill your dreams, this is your chance to participate in the complete Direct Mail Boot camp Experience, including... The Complete Set Of Video Tapes of the best minds in direct mail showing you how to do it right The Complete Set Of Handout and Reference Materials of resource and reference tools All the Extra Bonuses (The Unfair Advantage, the computer software, books, tapes, and more) And … The Ready-To-Use Direct Mail Offer complete with reprint and duplication rights, plus everything else we mentioned in this letter...for $1,095! Yes, that’s a substantial investment, and obviously not for everyone. But the few who take this step will find the rewards to be enormous. To reserve your Direct Mail Boot camp Experience use your Visa, MasterCard, or American Express and call 1-501-321-1845. This is a very rare opportunity for you to experience what others will just dream about. The freedom and financial rewards of personal success. I hope you are able to take advantage of this. If you have any questions, don’t hesitate to call me. My office number is 1-501-321-1845. Sincerely,

Bill Myers

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P.S.

Accompanying this letter are comments from people who participated in the Direct Mail Boot-camp Experience along with some photos I thought you might be interested in.

P.P.S.

We’ve covered a lot in this letter, and if you have questions about any of this, feel free to call our offices for more information. Ask for Jim or Karen or @@ Sisal or me (Bill). We all participated in the Boot camp and we can tell you more about what went on, and what is included with this package. Our office number is 1501-321-1845, and you can reach us there Monday thru Friday, from 8:30 AM through 5:00 PM (Central Standard Time).

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DIRECT MAIL BOOT CAMP ‘92 321 Ouachita Ave. Hot Springs, AR 71901 Ph 501-321-1845

How would you like to spend four days with these guys? (Pictured clockwise from center: Gary Halbert (with ball cap), John Canton, Karen Anderson, Bond Halbert, Bill Myers, Karen Myers, David Deutsch, Ted Nicholas, Carl Galletti, Lisa Morrice, Ken Kerr, Loretta IJuffy. Not Pictured— John Eger, Phil Kratzer) Gary Halbert (photo below) dazzles his listeners with advice on how to succeed in direct mail. An appreciative audience (photo bottom left) listens intently as they learn the Recipe Of Success.

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Direct Mail Boot camp ‘92

What People are Saying About the Direct Mail Boot camp Experience We’d love to show you all the great comments written about the boot camp by participants, but room won’t allow. So, we’ll just concentrate on what they said about Gary Halbert’s work during the boot camp, and their feelings about the overall boot camp experience.

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“This has been the best organize4 best researched and presented seminar I have ever been to. What I liked best was that it actually covered the entire process of coming up with a mail order or direct mail project and putting it together and into operation. There was no Pie-in-the-Sky. It was realistic Here’s how to do it, ABC, lusts & bolts type of information from the leading people in this field All teaching from years of actual experience.” Tim Y., Ottuinwa, IA “The very complex subject of Direct Mail laid out in a clear, simple, step-by-step system. So simple anyone can do it! Great Job! If you can’t take it from here and make a ton of money—you are beyond all hope.” Ken K., La Jolla, CA “The material I got was practical professional and astoundingly thorough. I expected the material to be good but I never expected the amount of information I got Gary’s information was priceless…“ Chuck B., Atlanta, GA “Gary’s point-by-point explanation of how to construct an offer and where to get a product was exactly what I needed. This was my first exposure to direct mail marketing and I have received so much good information that I can’t wait to get home and begin using it” Steve P., Harrison, AR “Gary Halbert ‘s point-by-point explanation of how to construct an offer and where to get a product was incredibly valuable. I hung on his every@@ ~rd... I can’t wait to go home and try some of his suggestions.” Sandy L., Carbondale, CO “I hung on Gary’s every word. I can’t wait until I go home and try some of his suggestions. Each day I went in I thought the experts had shared as much information as they had then I’d learn a whole ton of new stuff all over again—it was tremendous!” BA’., Los Angeles, CA “Gary definitely lived up to his expectations.. . and then some!” E. T. W., Albuquerque, NM “As always. Gary kept everyone on-track and in-the-money. Anyone who follows his advice will make a fortune. I couldn’t believe the valuable secrets he received...” Carl G., Lawrenceviile, NJ “Great! Great! Great!... . Gary’s comments always seem so precise, right on target, and conclusive!” Dave S., Glenview, IL “Superb! Gary really knows his stuff He solved a major problem for me; it will cause me to make at least another $100,000 this year!” Thomas G., Atlanta, GA “Those 4 days literally altered my entire thought process. There were no more fears about if what I was doing was right or wrong.. . after 4 days I knew” Dan R., Harrison, AR “Superb! Literally hundreds of ideas which will make or save more than 10 times the cost of the seminar!” Thomas G., Atlanta, GA

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- Shown on this page Bill Stephens (bottom left), Karen Anderson (center left), Dan Reynolds (top left), Gary Halbert and Bill Myers (top center), Bond Halbert (top right), John Eger (center right), Ron Beernan (bottom right), Ted Nicholas, Lisa Morrice, Loretta Duffy, Bond Halbert, Karen Anderson (Center Photo)

Direct Mail Boot camp ‘92

Direct Mail Boot camp 1992 — Produced by Bill Myers & Group M Video Productions 321 Ouachita Avenue. Hot Springs, AR 71901 1-501-321-1845 Fax 1-501-321-1429

Opposite Page: - John Canton explains the unusual approach he uses to write award winning copy involving the balancing of cold hard reality and magic (top left) David Deutsch takes a break after his spellbinding presentation on the new marketing realities (top right). Lisa Morrice covering the basics of coming up with a profitable direct mail offer (middle left). Ron Beeman directs the camera crew from his control panel (Bottom right). John Err talks about the three components needed to take money in every direct marketing project (bottom left). This Page: A team of the world’s best copywriters work together Mailbox, preparing to share the inside secrets that helped him get $200,000,000 in sales (top right). John Canton and Karen Myers share a laugh with Gary Halbert as he prepares a 157

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direct mail offer for the class (bottom right). Karen Anderson shows boot campers where to find the best mailing lists, and how to use them effectively (bottom left).

Direct Mail Boot camp ‘92 Top Center - Future Millionaires? Group photo of graduates and teachers of the Direct Mail Boot camp 1992. These guys should be able to keep the Post Office in Business! Above - John Eger, Ted Nicholas and Phil Kratzer are all smiles after working for four days revealing 158

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the recipe of success in direct marketing to boot camp participants. Right - Guerilla’ Bill Myers who, along with his wife Karen, was responsible for putting together The Direct Mail Boot-camp 1992. Bill is shown wearing his Class II Kevlar bullet proof vest. The vest symbolizes the idea of building a bullet proof direct mail business on a low budget. The Boot camp was hailed as an extraordinary success from those tat participated in this once-in-alifetime chance to learn from the greatest minds in the direct mail business!

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Dear Friend, Congratulations on your decision to invest in The Direct Mail Boot camp Experience. As you apply the techniques you’ll learn in this package, you’ll quickly discover why The Direct Mail Boot camp Experience can become the most important investment in your future you’ve ever made. There are several components to this package, and each and every one of tern is important to your success in direct mail. To get the most out of the complete boot camp experience, we suggest you do the following. 1. First, watch all the tapes in the order they are presented. You’ll want to take notes, and keep the reference material in Box #2 close by so you can keep up with the tapes. 2. After you have viewed the tapes, take some time to digest what you have learned. As you think about all the opportunities available to you, you should begin to set some personal goals on what you want to achieve with your new knowledge. 3. With your personal goals in mind, look at the Turn Key projects available to you on the Options pages included in Box #1. Evaluate how each project can help you gain experience and develop a cash flow, and then select the project(s) you wish to pursue. 4. Complete the Choice form found in Box #1 and return this form to us. 5. Then, Apply What You Rave Learned! The choice of whether to actually roll out one of our projects, or to develop one of your own is up to you. But no matter what you do, Do Something! The surest way to fail is to do nothing at all. In about 14 days, we will be sending you The Direct Mail Workbook and the Unfair Advantage Letter Book to help you get your first project off the ground. In addition to these books, we’ll be sending additional resource information and your first copy of Myers Direct, the newsletter dedicated to helping you gain success in direct mail. This is just part of the continuing support we will be supplying you. If you have any questions about anything in this package, or anything you see or hear on the tapes, or if you need help getting a project off the ground, don’t hesitate to call us. Our office number here is 1-501-321-1845 (fax us at 1-501-321-1429). We’d love to hear your comments. Sincerely, Bill & Karen Myers

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Don’t forget that your investment in this package is fully deductible from the admission price of the next Direct Mail Boot camp which will probably be held the first quarter of 1993. Since these boot camps fill up quickly, we’ll be sure to give you advance notice.

P.P.S.

The Direct Mail Boot camp Experience will change your life… if you let it.

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The following series of letters and documents were developed for the Guerilla Video Boot camp we conducted in the Spring of 1991. The purpose of this event was to give participants hands-on training in the use of professional video gear, as well as training in the marketing of video products. We assembled 10 top name speakers and trainers, over $100,000 of professional video gear, and signed up forty participants for this unique event. Everything went as planned, and many of the participants signed up for a second boot camp. On the following pages you’ll see the direct mail piece we used to promote the event, letters to participants, an agenda for the event, a comment sheet, and finally the direct mail piece we used to sell the tapes of the event.

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The Video Marketing Letter 321 Quaduta Avenue Hot Springs, AR 72901 1-501-322-2845 From: Hot Springs, Arkansas Friday, 3:30 P.M. May 10, 1991 Dear Friend, I’m going to ask you a small favor. Actually it’s not a big deal. I just want you to look at the pictures accompanying this letter, think about your future in video production, and then decide whether you think corning to one of our Guerilla Video Boot camps would be worthwhile. Then.., if you are even remotely interested in attending (or speaking at) an upcoming guerilla video boot camp, please call Sissi Haner (yes, she’s my office manager with the real sexy voice), and tell her you want more information about upcoming boot camps. Why do I want you to do this? The answer is simple. You see, our first boot camp filled up within days of our announcing it. Because of that, we scheduled another one to handle the overflow, and it also filled up almost as soon as we released information about it. And we ended up with a waiting list of 27 very disappointed people. Still, we weren’t sure how well the bootstrap concept would work. You really don’t know about these things until you actually do it. Anyway, everyone who attended our first one, attendees and speakers alike, agreed that the boot camp was an overwhelming success. As a matter of fact... By the final day of the boot camp, several of the attendees had already signed up to be on the waiting list for the next one.., the experience was that valuable to them!!! So, because the boot camp was such a success, and because the attendees as well as the speakers have encouraged me to do so, I’ve decided to schedule two more very special guerilla video boot camps. One in July (15 -18), and one in September (16-19). Both to be held here in Hot Springs National Park; Arkansas. But this time, things are going to be a little bit different. First of all, because of the personal nature of these boot camps, I’m going to limit them to just 16 people. And, I’m going to invite even more speakers and workshop leaders than I did before. And, I’m going to have more video equipment at everyone’s disposal. Including at least five 3/4” editing systems. And I’ve decided that since Hot Springs is a National Park and a world class vacation destination, the boot camp should be held in one of the world class vacation resort hotels here. Where every room is a suite with a private balcony overlooking the lake. And where our guests can bring their entire families (at no extra cost) and treat them to a vacation experience they’ll long remember — a vacation that includes the lakes, the mountains, the health spas and the crystal mines, in a clean, crime free, safe environment. Here in Hot Springs, Arkansas ONE OF THE BEST PLACES IN THE WORLD TO VISIT FOR BUSINESS OR PLEASURE! 162

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And because the boot camp is being held in such a nice place, and because of so many people finding out what happened at the last boot camp, I’ve been able to line up what I consider the best group of doers (people that actually get things done) in the video and marketing field, and got them to agree to come share their secrets with you. People ~e...@@

Steve Canon—Video Producer for ESPN, RKO, NASA, Monster Truck Video B. R. Cox—Script writer and the voice of over 1,000 commercials and TV shows Jason Crow—Yes, he is the world famous musician and Amiga graphics artist John Eger— Specializes in cost effective media placement, media connections Joe Reinhardt—Owns Composite Video, and is expert professional video equipment broker John Cooksey—Perhaps the best guerilla video producer in the country, a real whiz kid Joe Morn—Hollywood quality video producer, credits include TV, videos, commercials Peter Refeiner—Owner of Intercomputing, expert on Amigas, Euro-marketing Dan Reynolds—Produces own weekly TV program for cable, can show you how... Shaun Kenny— Produces home shopping show and news programs uplinked via satellite Phil Kratzer—Created National Response Corp., can show you how to market your tapes Plus Ron Beeman (producer), Annie Cooksey (talent), Jim Powell (studio), Michael DeBuys (computer graphics), and others (including some surprises).

Now, that’s a crowd of talent. And when all these people get together for four days and share their ideas, techniques, and secrets ... watch out. Powerful things are going to happen. Connections are going to be made. Joint Ventures started. And careers made. By now, you know all that. And you know these two boot camps will fill up quickly. Especially since I’m going to mail information about them to over 4,000 people. But, as a subscriber to The Video Marketing Letter, you get the first chance to sign up. The price for either the July or September boot camps is $1,395 per person. This covers the cost of admission to the boot camp, our reference tapes, our ready-to-use marketing materials, class handouts, and all the materials you’ll use to complete the class projects. You are responsible for handling your transportation and lodging costs (your special rate at the world class resort for you and up to four people is $65 per night). These two boot camps will fill up quickly. And this will be the only information you’ll receive about them from me unless you call Sissi today and tell her you’re interested. Please let us know early so you won’t be left out. Sincerely,

Bill Myers

P.S.

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Take a good look at the faces of the people who attended the last boot camp. Take a look at all the things we did, and the good times we shared. And then ask yourself, “Is this what I need in my life?” If the answer is yes, call Sissi today at 1-501-321-1845.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Dr. Bob Sklovsky 6910 SE Lake Rd Milwaukee, OR 97267 Dear Dr. Sklovsky, This is confirmation that you have been accepted to participate in Group M’s Guerilla Video Boot camp beginning Monday, September 16, 1991, and ending Thursday evening, September19. The boot camp will be headquartered in the conference room at the Lake Hamilton Resort and Conference Centre on the shores of Lake Hamilton just outside Hot Springs National Park, Arkansas. Most of the boot camp attendees and special guests will be staying in luxury suites available at the Lake Hamilton Conference Centre. We have arranged a special room rate there of $65.00 per room. Up to 4 people per room at that price. We strongly urge you to call in your reservation early to insure a room. Be sure to mention the video boot camp and Group M to get the maximum discount. By the way, I’ve enclosed a color brochure about the accommodations. If you are traveling to Hot Springs by air, we recommend that you schedule your trip so as to arrive on Sunday, September 15, and plan to stay in town until the following Saturday. This will allow you the maximum discounted airfare, and give you plenty of time to enjoy the adventures our National Park has to offer. Even though the boot camp formally ends on Thursday, we have planned a group excursion to the Crystal Mines on the following Friday for those who stay in town. If you fly a commercial airline, you will fly into Little Rock, and then travel to Hot Springs by auto, approximately 50 miles into the mountains. A shuffle is available for those not wishing to rent cars, but to make the most of your stay here in Hot Springs, you’ll probably want to rent a car at the airport. You’ll enjoy the drive, the traffic is light Hot Springs is an ideal place to bring your family, and we encourage you to bring them with you to the boot camp. There’ll be lots of things for them to do while they are here, and they may attend the boot camp as your guest if you wish them to do so. We win have a package of information waiting for you when you check in at your hotel here in Hot Springs. If you have any questions, or need any assistance in making travel arrangements or finding accommodations, don’t hesitate to call Sissi at 1501-321-1845. Sincerely,

Bill Myers P.S.

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If you have a camcorder, be sure to bring into the seminar. And dress casual. No ties allowed. And bring a swimsuit for the hot tub adventure.

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Guerilla Video Boot Camp Registration Group M Guerilla Video Boot camp to be held Sept 16 - Sept 19, 1991 in Hot Springs, Arkansas

Name: Business Name: Street: City: Phone (Daytime):

State: Zip:

Please tell us a little about your video background if any:

Please tell us your current goals in video production and marketing:

Will you be bringing a video camera?

For your information: Hot Springs is located in a secluded mountain valley in central Arkansas. The climate in September will be warm with the weather ranging from the high fifties to the low eighties. The nearest airport is 54 miles away in Little Rock, and you will probably want to rent a car to make the most of your stay here. Special rates are available at the Lake Hamilton Resort and Conference Centre (1-501767-5511) for seminar guests, but you are free to stay anywhere you choose. Reservations at the Lake Hamilton Resort must be made at least four weeks in advance and you must mention Group M to get the special rates. (Other nearby hotels may offer even lower rates, call us for specifics.)

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Welcome to Hot Springs and the Guerilla Video Boot camp! We’re glad that you made it. Now that you’re here, there’s some things you’ll probably want to know. First, the Guerilla Video Boot camp begins tomorrow morning in the Bayou II room of the Lake Hamilton Resort and Conference Center at 9:00 a.m. sharp. You’ll want to come to our registration area (in front of the Bayou II room) between 8:20 a.m. and 8:45 am to get your name tags, course materials and seating assignments. Dress for the boot camp is extremely casual. Today, you’ll probably want to relax and recover from your trip. If you feel adventurous, you may want to explore the National Park located in historic downtown Hot Springs. It is a great place to get out and walk in the fresh air and see the sights. Hot Springs Mall and the Outlet Mall are open on Sunday until 5:00 p.m. For the more adventurous, there are several places where you can rent a boat or party barge and explore the lake. To help you get your day off to a good start, the Resort will be serving a continental buffet breakfast each morning beginning at 7:00 a.m. in the Hanford Restaurant, off the lobby. Lunch will also be available in the same restaurant. Of course, the choice of where you eat is totally up to you. And finally, prepare yourself for the unexpected. Video is an adventure and the Guerilla Video Boot camp is going to be a wild, wild adventure that may change your life. We’re glad you’re here. Bill Myers P.S. Be sure to check out the indoor heated pool in the Atrium.

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Guerilla Video Boot camp Seminar

Agenda Sunday, September 15, 1991 All Day

Check-in at Lake Hamilton Resort & Conference Centre

Monday, September 16, 1991 8:15 - 9:00 A.M.

Registration—Bayou II conference room Lake Hamilton Resort.

9:00-9:45

Introduction—Bill Myers. Guerilla Video as a career and as an adventure.

9:45 - 10:35

Dan Reynolds—Dan produces a highly profitable weekly 1V program for his local cable system. He’ll show how easy (and profitable) it is to get your own program on cable.

10:35 - 10:50

Break

10:50-11:40

Shaun Kenny—Shaun currently produces his own home shopping club over satellite. He also produces a weekly news/entertainment show. Shaun will talk about using satellite technology to make money.

11:40 - 1:15 P.M.

Lunch

1:15- 2:05

Joe Reinhardt—Joe is owner of Composite Video, a major video equipment broker. He’ll talk about what to look for in professional video equipment and how to find and buy used gear.

2:05 - 2:15

Break

2:15 - 3:05

Peter Rafeiner—Peter is the President of Intercomputing (an international computer mail-order company). He’ll talk about marketing products in the U.S. and Europe, and how to buy an Amiga for Video. (Part I)

3:05 - 3:15 3:15 - 4:05

Break Joe Morin—Joe is an Independent Producer, whose credits include the Poor Man’s James Bond and DiV 101. He is also the editor of the Desktop Video Newsletter and will talk about producing videos for profit.

4:05 - 4:20

Break

4:20 - 5:30

John Eger—John is one of the sharpest marketing minds in the country. He is involved in marketing books, videos, 900 lines, and is always looking for joint venture opportunities. His four part presentation will walk you all the way through production development and marketing.

5:30-6:00

Bill Myers—Wrap Up of Day One.

7:30 - 9:00

Socializing in the Atrium Pool—Everyone is invited down to the Atrium pool to spend an hour or two relaxing and socializing with the speakers and guests.

Note: This is a flexible schedule.

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Guerilla Video Boot camp Seminar

Agenda Day II - Tuesday, September 17, 1991 8:30 - 9:00 A.M. 9:00-9:45 9:45 - 10:35

10:35 - 10:50

Coffee & Breakfast rolls Bill Myers—Making Guerilla Videos you can sell. Dave Bancroft—Dave is the founder of Wisconsin Cable Ads. His production company produces a number of TV shows and commercials including a great real estate show, and he’s going to talk about how simple ideas can make big bucks. Break

10:50-11:45

Howard Walker - Howard is the Editor of Satellite Watch Newsletter. Howard will talk about his adventures in Guerilla Video and satellite.

11:45-1:15 P.M.

Lunch

1:15-2:05

Peter Rafeiner—Part II. Peter continues his discussion about the mail order business, and how to buy an Amiga computer.

2:05-2:20 2:20 - 3:15

Break Ron Beeman—Ron is an independent video producer who has learned how to make a good living doing just video. He’ll tell you about his experiences in Hollywood, about the Sony Institute, and about monster truck videos.

3:15 - 4:05

Joe Reinhardt - Part II. Joe continues his discussion on how to buy and make money with professional video equipment.

4:05 – 4:20

Break

4:20 - 5:10

John Eger—Video Marketing Techniques (Part II)

5:10 - 5:40

Bill Myers—Hand out class assignments.

7:00 - 9:00

Ongoing Workshops Amiga Video - Michael DeBuys, a top Amiga graphics artist, will show you how to create ‘knock-their-socks-off digital graphics. Digital Mixing & Special Effects - A hands-on demonstration of the WJ-AVE5 digital mixer. Tooling for Video - Demo of various titling programs Video Toaster - Hands on demo of the Video Toaster Camera Lighting - Ron Beeman Satellite Uplinking & Home Shopping Show - Shaun Kenny Steadi - Cam Demonstration with Jim Powell Evaluation and use of professional video equipment - Joe Reinhardt Note: This is a flexible schedule.

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Guerilla Video Boot camp Seminar

Agenda Day III - Wednesday, September 18, 1991 Today’s the day everybody gets to work—both in the field and on the editing equipment. 8:30 - 9:00 A.M.

Coffee & breakfast rolls

9:00 - 9:30

Bill Myers - Guerilla Video Ideas

10:00-4:30 P.M.

All Teams will be working on their commercials

4:30 - 5:00

Bill Myers - Review progress on Commercials.

5:00 - 5:50

John Eger - Part Ill

9:30AM - 10PM

Open editing bays

Day IV—Thursday, September 19, 1991 8:30 - 9:00 A.M.

Coffee & Breakfast rolls

9:00 - 10:00

Review of previous days’ completed assignments

10:00 - 2:00 P.M.

Marketing Roundtable Discussions

10:00 - 2:00 P.M.

Open editing bays

2:00 - 6:00

Open House at Group M Studios

Friday—September 20, 1991 (Optional) Note: The Guerilla Video Boot camp officially ends Thursday evening at 6:00. For those staying in town for a few extra days we have planned an informal day of relaxation mining crystals at the Coleman’s Crystal Mines 22 miles north of Hot Springs. All those interested in joining in should meet at Group M’s studios (located at 321 Quachita) around 9:00 A.M. Friday morning.

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Commercial Assignment Objective: Your goal is to create a 30 second or 60 second (your choice) TV commercial suitable for airing on local cable TV. To produce this commercial you will need to call the client to set up an interview and shooting schedule. When you visit the client, you should ask him what he wants to emphasize in the commercial, and what he wants the commercial to accomplish. Find out if the purpose of the commercial is to: o o o o o

Generate name recognition for the business Feature a specific item on sale Get customers to call the business Get customers to walk in the door of the business Other @@ Creating the Commercial

Your team will be assigned a team leader who will act as an advisor. Don’t expect your team leader to produce the commercial for you. His task is to help you learn by doing. He’ll keep you out of deep trouble, but he’ll also let you make mistakes you can learn from. You should plan on using individual team member’s personal camcorders to shoot the footage of the commercial. Your team leader will schedule time on the editing equipment for you. One of the hardest parts of putting together a commercial is coming up with and agreeing on the concept or idea. You’ll discover one of the best sources of creative ideas will be from the client’s current advertising materials (if any exist). Printed brochures are especially helpful as they usually contain all the important information about the business. & sure all the information on this is accurate as you’d hate to use the wrong phone number or address. When looking for ideas, feel free to refer to the Video Producer’s Ready Reference Reel. This tape includes 100 TV commercials which can give you inspiration for your own commercial. When you settle on a commercial concept, storyboard your idea. There is a sample storyboard and blank storyboard forms attached to this sheet for your use. Do not attempt to produce the commercial until you have drawn up a storyboard This is part of the exercise, so keep the storyboard.

The Process: 1. 2. 3. 4. 5. 6. 7. 8. 170

Interview client to find commercial purpose and gather creative materials. Creative process where you come up with commercial concept. Write narration script and storyboard video with audio. Have voice-over expert lay down audio track. Gather video footage as needed. Edit in video shots under narration using insert edits. Create and add in computer graphics. Make a preview copy of commercial on VHS for client review.

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Notes: A. When creating commercials you are not @@ trying to create a work of art, and you are not in a contest to see who can create the most elaborate production. You are trying to produce the result that the client wants. Simple works best. Don’t make the mistake of haying to be too creative or creating too complex a production. B. Keep in mind that in the real world producing a commercial must be cost effective to you. In this classroom exercise you will be budgeted a maximum of four hours of editing and computer time. C. We’ve found it can sometimes be frustrating to work with a team to produce the commercial in this exercise. Don’t be surprised if friction develops between team members. One way to get around this is to create two or three variations of your commercial with each team member working a different task in the various productions. This gives the client a choice and allows each team member to get more familiar with the process of putting commercials together.

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The Guerilla Boot camp Tapes are Ready!!! Dear Friend, How would you like to have a complete video library of the best of the Guerilla Video Boot-camps.? A library that might possibly open up a brave new world of video and income opportunities. A library that would put you in touch with the right people to get your video project off the ground, to clear all the roadblocks you might encounter, to show you the path to success as an independent video producer? And how would you like all this information from real people that are really, really, in the trenches every day producing video. Real people, with real success stories to tell. Success stories about making money with guerilla video. Success stories that focus on what you are doing today. And what you could be doing tomorrow. The Guerilla Video Boot camp tapes provide you with an inside look at the real world of video production. And are full of ideas and opportunities which can save, and make, you lots of money. And, because you are subscriber to The Video Marketing Letter, you won’t have to pay big money for the tapes. In fact, you’ll pay less that half the price the rest of the world will have to pay. But before I tell you your special price, let me tell you who’s on these tapes. The Boot Camp Tapes include... John Cooksey on Guerilla Video - John is the producer of the Digital Mixer Companion, the tape that shows you how to create stunning digital video effects on a shoe-string budget. Watch and listen as John describes how he got into guerilla video, and how success with his first real guerilla video gave him the confidence to give up taping weddings for a living. Of course John also gives a hands-on demo of the WJ-AVE5 digital mixer showing the video effects that have made him famous in the video underground. Steve Canon on Breaking into the Big Time - You may have seen Steve Cannon’s name on productions for ESPN, RICO, NASA, Monster Truck Videos, even Pro Wrestling music Videos. On this tape you’ll learn how Steve finds projects, how he negotiates deals, and how he was able to sell over 50,000 copies of one of his earliest tapes... without spending a dime on advertising. Steve’s tips on finding opportunities and following through on those opportunities could be the info you need to get your tape to go platinum. Dan Reynolds on Setting Up Your Own Cable Channel - Dan produces his own weekly TV show on his local cable system. On this tape he reveals all his secrets - how to get a sweet deal with the cable company; how to put together a show that will attract viewers and advertisers; how much to charge advertisers (and get them to pay), and how to keep the cable company happy. Dan’s easy going style fools a lot of people, until they see what this laid-back producer has accomplished. If Dan can do it, anybody can. He even uses VHS cameras and recorder and his stuff looks great. Wait till you see his secrets! Joe Reinhardt on Buying Used Professional Video Equipment - Joe is the owner of Composite Video and makes a living as a used video equipment broken In this tape, Joe tells all. He explains why there are bargains in used video equipment and where to find them. He tells you how to find the best deals, what equipment you should always avoid,

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and how to figure out what equipment you really need. This tape alone can save you thousands of dollars in equipment costs and hours of headaches. Shaun Kenny on Using Satellite TV - Shaun is known throughout the industry as a pioneer in using satellites to broadcast his own video tapes to the rest of the world. He has figured out how individuals like you and I can use satellites to reach huge markets. On this tape he shows how you can setup your own low-budget home shopping show, and how it can be profitable the very first hour it airs. Shaun also covers how to deal with up linkers, which satellites to use, and why satellite technology is the future. Truly an eye-opening discussion from a genius. Joe Morin on Finding & Working With Clients - Joe is a Hollywood class producer who abandoned the big city for life in the backwoods. In this tape, Joe shows how to find clients, how to set prices, how to get clients to pay, and what kind of productions pay best Joe’s stories about crazy clients, and even crazier video tapes(the Poor Man’s James Bond is one of them) will keep you laughing the entire hour. But you can learn through Joe’s humor, and see what it takes to make a good living in video even if you live in the boon docks. John Eger on Successful Low Budget marketing - John Eger is the ‘guerilla’ marketing specialist that people like me, Gary Halbert, Alan Mills, and other folks who want to sell products call for advice. John’s unique approach to life, his dry sense of humor and his brutal honesty about the potential success or failure of your project contributes to his reputation as a straight shooter. In this tape John talks what it takes to get your product off the ground, and how to greatly increase your chances of success without spending anymore money. A very interesting and educating performance. Peter Rafeiner on the Amiga Computer - So you want to know about the Amiga computer, and maybe even want to buy one. Well, this is tape to see. You’ll see Peter Rafeiner, owner of Intercomputing, explain the in’s and outs of using and buying an Amiga computer for video applications. And you’ll learn why Peter feels many of the tricks mail order companies use to suck more money out of you are unnecessary and unethical. But be warned, Peter is from Germany and his opinions about the American way of marketing may sting a little. But you’ll learn about the Amiga, and how not to get burned in the marketplace. Ron Beeman on Product Development - Ron makes his living developing and producing video projects for himself and others. In his tape you’ll learn what to do after you’ve come up with a good idea for a video. He’ll show you how to map out your strategy, how to Bill Myers on Just About Everything - Ok. So I interrupted most of the speakers, sometimes to explain, sometimes to interpret, and sometimes to simply to give them a hard time. So, I’m on almost every tape, and even fill up another tape with general comments and suggestions about how to get into, profit and enjoy this crazy adventure we call ‘guerilla’ video. You’ll also see and hear from Jason Crow (on the Toaster), and Jim Powell (on cameras and using the steadi-cam), and J R Cox (on scripting and voice over), and Annie Cooksey (on make up and camera performance), and a whole lot of other people giving theft two cents worth. But that’s not all ... You see, most of the speakers had printed materials they gave the boot camp attendees. Things like script out line forms, and cable TV contracts, and client agreement sheets, and sample ad kits, and even complete books. And we gave each attendee a special bag of even more printed materials that we wanted them to have. Stuff that people really

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serious about video would want. And, I’ve decided to include all this with this tape library at no extra charge. So, it comes down to this. What does all this cost? What will it cost you to get the Best of the Boot camp tape library, and all the printed hand-out materials, and our bag of goodies. Well, Gary Halbert offered his complete set of seminar tapes for $2,195. Most people who got those tapes thought they got a good deal. And, in fact, they did. But, I can’t charge that much. It doesn’t feel right So, I’ve decided to ask $695 for the whole set and all the materials. That’s going to be the price when I mail to the rest of the world. But, that is not your price. Your price is much, much lower. See, as a Video Marketing Letter subscriber, you get special treatment. If I don’t give you special treatment, you will call me and give me a hard time. Because you have my phone number. And you know I’ll talk to you when you call. So, I’ve got to cut you a good deal. So here it is. Buy the best of the Boot camp tape library, and I’ll throw in all the printed handouts, I’ll throw in the special Group M bonus bag, heck, I’ll even give you a Guerilla Boot camp t-shirt, and I’ll do it for $295. That’s right, you get the whole package for $295. Everything! And, as a bonus, I’ll throw in a list of attendees from both boot camps, and a list of speakers with their phone numbers, so you can call them and ask them questions or give them a hard time. Now if I have confused you with this offer, or there are things here you don’t quite understand, please call me or Sissi or Rita here at my offices. The number is 1-501-321-1845. We can probably answer any question you may have, and your question may help us refine our offer so that we go out to other mailing lists, we can eliminate stuff that doesn’t quite work Of course, you can purchase the tapes using your credit card, or using COD, or company check. Heck we even take cash. Now about shipping. We are having the tapes duped outside to get the best quality reproduction. Orders will be shipped around June 22, and @@ Sincerely, Bill Myers P.S.

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WHY GARY HALBERT IS TELLING HIS CLOSEST FRIENDS THEY NEED TO ATTEND A GUERILLA VIDEO BOOT CAMP… AND WHY THEY CAN’T GET IN. Dear Friend, My name is Karen Redpath. Most of you know me as Gary Halbert’s personal assistant. Remember the long-legged New Zealander he’s fond of poking fun at in his newsletter? That’s me. About a year ago, Gary and I heard about a crazy guy up in Arkansas who had figured out a way to produce TV quality video with low-cost home computers. He had produced a few how-to videos on a shoe-string budget (under $400 for a two hour video), and using advice he found in Gary’s newsletter he sold a half million dollars worth of his tapes in under 18 months. We were impressed. So impressed that we invited him to speak at Gary’s $7,000 marketing seminar. When he showed up in Key West for the seminar he seemed like a nice enough guy. Kind of quiet, in an intelligent sort of way, but there was this, this ... spark. Something that told you the unexpected lurked just below the surface. Anyway we figured, to be on the safe side, we’d better schedule this video guy to speak last. Just in case something went wrong. Anyway, this guy, Guerilla Bill (that’s what Gary calls him), was scheduled to speak last. And when it was his turn, we felt kind of sorry for him. The attendees had just spent 13 hours listening to the best marketing minds on the planet. All the speakers were polished pros and their presentations had gone well. The attendees had absorbed it all.. Their minds were full of new marketing ideas and plans for success. But their bellies were empty. It had been a long day, we skipped our dinner break, and everyone was tired and hungry (including me). Still, there was one more speaker we had to listen to before Gary would let us go. Some unknown guy from Arkansas. Who had to follow the best marketing minds on the planet. And everyone in the room was tired and hungry and not in the mood for another speaker. Gary knew this and almost decided to call it a night and let everyone go to their rooms and rest. But he didn’t. He had a hunch about this guy. So he let him go on. When Bill walked up onto the stage everyone was tired and ready to leave. Bill was probably as tired as the rest, he’d been there all day too. And now he was up there alone facing a room full of tired and hungry people. Most who at that moment would have much rather been in their rooms, eating their dinner. Gary and I feared the worst. The first thing Bill said was, “I figure we’re all pretty tired and hungry, I know I am. rye got this box of stuff to show you. It’ll take about 17 minutes. Then we’re all out of here.” Then he said, “By the time I’m finished, you’re all going to know I am the laziest man on this planet. I’ve figured out a way to make all the money I need, I don’t have to work except when I want to, and I can do what I do from anywhere, even the backwoods of Arkansas. @@~d... I’m going to show you how to do the same.” And he did.

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Guerilla Bill’s presentation actually lasted 43 minutes. When he was done, he was given a standing ovation and was swarmed by the attendees. People forgot how hungry and tired they were. They wanted to talk to Bill, not let him get out of the room, not let him go anywhere, until they could talk to this guy. Gary and I were stunned We couldn’t believe what we’d witnessed. seen this backwoods country boy, a nonprofessional speaker, an unknown, present in plain English perhaps the easiest and surest way that anyone in the room could realistically make big money. And Guerilla Bill had done it himself. Without a big investment, without much work From the backwoods of Arkansas. He was proof that it really, really worked. Over the next four days of the seminar, Guerilla Bill showed us a lot more. He brought us back to earth many times by showing us the easy way (as he says it “the lazy way”) to making money. His ability to see through the BS right into the heart of the matter impressed us all. And made him the most popular speaker at the seminar. During the closing ceremonies, Gary made it a point to personally thank Guerilla Bill for coming to the seminar. And invited him back And then he said... “Bill Myers is probably one of the most dangerous men on this planet.” I had no idea what Gary meant at that time. I do now (I’ll tell you about that later). Anyway, immediately after that seminar, Gary sent me to Arkansas for 10 days to learn all I could from Guerilla Bill. He sent me up with 50 hours of video tape from the seminar, and wanted me to edit the tapes so he could market them. I was scared. I didn’t know anything about video production, I didn’t even own a VCR and hadn’t had the opportunity to watch much TV in my native New Zealand. Bill said this wasn’t a problem. He could show me everything I needed to know about producing video in just a few days. And then he called me ... THE ULTIMATE VIDEO VIRGIN. And I was. But I had a job to do and I was going to do it. And with Bill’s help, I got all the tapes done. And Gary marketed them for $2,195. You may have bought a set If you did, you were able to see Bill’s performance at Gary’s seminar, and you know it’s just as I’ve described on the first two pages of this letter. When I got back to Key West from Bill’s studio in Arkansas, and Gary saw the finished tapes, he immediately bought a complete desktop video studio, identical in every respect to Bill’s. Because Gary could see the potential of guerilla video. He knew this was the future. That video had such a pervasive influence on our society that anybody who knew marketing and could produce video (tapes, commercials, infomercials, etc), would make a lot of money. A whole lot of money. And Gary is experimenting with video right now. He’s got a TV commercial for his Maximum Money book, and he’s just completed his first Gary Halbert infomercial. As for me, I stayed in contact with Bill. Almost daily. And when he announced that he was going to conduct something he called a Guerilla Video Boot camp, a four day hands-on seminar to teach video virgins how to produce and market videos, I offered to work at his boot camp - for free. I wanted to be there. I knew magical things would happen. Especially with his line-up of speakers which included: John Eger on Successful Low Budget Marketing - You have probably heard of John Eger and his partner Phil Kratzer. Gary is always talking about these guys and they are featured speakers at all his $7,000 seminars. And with 176

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good reason John Eger is the ‘guerilla’ marketing specialist people like me, Gary Halbert, Alan Mills, and other folks who want to sell products, call for advice. John’s unique approach to life, his dry sense of humor and his brutal honesty about the potential success or failure of a project contributes to his reputation as a straight shooter. At the Guerilla Video Boot camp John talked about how to find a product, how to know if it has any chance of success, what it takes to get your project going, and how to greatly increase your chances of success without spending any more money. This was one of John’s best public performances. John came because he knew video could make him a lot of money. While he was there he made deals to have three videos produced for him and he plans to market them through his national classified ad network. Another speaker there was… Shaun Kenny - Shaun spoke about using satellite TV to promote products and services to a worldwide market. He has been running his own home shopping network, broadcast over satellite TV, for seven years and is always looking for new products to sell on his show. At the boot camp, he showed us how easy it is to buy satellite time and how to reach potential audiences of 18 million people. He told us it costs him just $400 to uplink an hour of his home shopping show, and he sometimes sells $25,000 worth of products during that hour. He showed how easy it is to get your own show on the air, and how to find product to sell. Shaun also worked to help people at the boot camp get their productions, their commercials and their infomercials in front of a huge world audience for pennies. He is a nice guy to talk with, very friendly and open about everything he knows. He even told us about the dark side of his political baffle with the media giants like HBO, Cinemax, and players in the cable monopoly. Best of all, he gave us his private phone number so we could contact him when we needed advice about satellites and uplinking. Another speaker there was... Steve Cannon - You may have seen Steve Cannon’s name in the credits on productions for ESPN, RICO, NASA, the first series of Monster Truck Videos, even Pro Wrestling (don’t laugh, there’s a lot of big time money made in Wrestling). At the boot camp Steve told us how he gets networks like ESPN to give him all the free ad time he wants, and how they pay him to produce videos for them. He told us how he was able to sell over 50,000 copies of one of his earliest tapes.. . without spending a dime on advertising. Steve and his wife Ellie (who until recently was an ESPN sports desk anchor) told us about behind-the-scene deals common with the major networks, and how to get one of these deals started. They told us how to get involved in major video joint ventures even if you don’t have any video equipment. Steve is kind of a Hollywood type, but his information is real. One of the most interesting speakers was... Dan Reynolds - You’ve probably never heard of Dan, (and I have no idea how Bill was able to find all these unique people), but Dan produces his own daily TV show for his local cable system. He’s really got a sweet deal. The cable company gives him the channel, pays for his office, and then lets him keep all the money he makes from the advertising he sells! At the boot camp, Bill gave him a hard time about how greedy he must be not to let the cable channel make a little money. But Dan showed us all how to do the same. How to put together a show that would attract viewers and advertisers, how much to charge advertisers (and how to get them to pay), and how to keep the cable company happy. (Imagine how nice it would be you could run all the commercials you wanted for your products for free!!!) Dan’s easygoing style fooled a lot of people, until they saw what this laid-back producer had accomplished. He had all the benefits of owning his own TV network without any of the expenses!

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Another speaker who caught my attention was... Peter Raeiner - Peter is from Germany, and is the president of InterComputing an international computer mail-order company. (How did Bill get this guy to travel to Arkansas?) Peter spoke for almost two hours. About the mail order business. About marketing in the U.S. compared to marketing in Europe. About dirty tricks computer dealers use to squeeze money out of their customers. And about the Amiga Computer (ft’s the one used primarily for video work). Peter explained how to use and buy an Amiga computer for video applications. And he spoke out about shady ways some mail order companies use to drain more money out of customers. Peter’s opinions about the American way of marketing did sting a little. But it was refreshing to see and hear the president of an international company talk about the importance of ethics in business. To balance Peter, there was... Joe Reinhardt on Buying Used Professional Video Equipment - Joe is the owner of Composite Video, a major video equipment brokerage firm. At the boot camp Joe showed us how to put together a guerilla video studio on a low budget by buying used video equipment He explained why there are bargains in used video equipment and where to find them. He also told us how to determine our real video equipment needs, how to figure out the real value of any piece of equipment, and the kind of equipment we should never buy used. His information certainly saved video virgins thousands of dollars in equipment costs. Other speakers at the boot camp included… John Cooksey on Guerilla Video - John is a real live example of what can happen when you start marketing videos. John made more money from his guerilla video project than he had in a year of real employment. He told us how he got into guerilla video, and how success with his first real guerilla video gave him the confidence to give up his full time job. Joe Morin on Finding and Working With Clients - Joe is a Hollywood class producer who abandoned the big city for life in the backwoods. Joe showed us how anybody can produce a video by just contracting someone like Joe to do the work Joe’s stories about crazy clients, and even crazier video tapes (the Poor Man’s James Bond is one of them) will keep you laughing the entire hour. But we learned through Joe’s humor, and ft’s easy to see why John Eger has hired Joe to produce a video for him. Ron Beeman on Income Production - Ron makes his living developing and producing video projects for himself and others. At the boot camp Ron talked about what kind of video equipment makes the most money for him. He showed us each component and told us what it cost. And best of all, he showed us how quickly we could recoup equipment costs by producing how-to tapes, commercials, and even taping seminars. There were also several surprise guests. People like the world famous Jason Crow (yes, the composer! musician), and Jim Powell (who showed us how to use a Steadi-Cam), and JIG. Cox (scriptwriter for over 1,000 commercials), and Annie Cooksey (on make-up and camera performance), and a whole lot of other people giving their two cents worth. And of course there was... Bill Myers. OK. The truth is Bill interrupted most of the speakers, sometimes to explain. sometimes to interpret, and sometimes to simply give them a hard time. But it was his boot camp, and the attendees and speakers had come to hear and learn from him. And he didn’t let them down. His was a top notch performance. 178

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Bill’s general comments and suggestions about how to get into, profit and enjoy the adventure he calls ‘guerilla’ video was the highlight of the boot camp. We heard serious talk about a marketer’s obligation to his customers, the need to have a good product, and why it’s important to treat customers right. And we learned how Bill had to cope with the changes that guerilla video can cause. Changes like having to deal with earning over $300,000 a year! And we heard about the power of video. The most influential power of the 20th century. A power that can and does change lives. But that wasn’t You see, most of the speakers had printed reference materials they gave the boot camp attendees. Things like script outline forms, marketing templates, cable TV contracts, client agreement sheets, sample ad kits, and even complete books. In addition to all this, Bill gave each attendee a special bag full of materials he uses almost everyday in his own projects. The kind of stuff people really serious about making money would want. That special bag even included a creative reference video tape Bill had put together. The one hour tape was full of ‘guerilla’ video and commercials including the TV commercial Bill produced for Gary Halbert, the commercial for interest that pulled 287 calls the first time it was run, a sales prospecting animation, lots of crazy 900 number commercials, and even a segment on making your own commercial. As you might have guessed, Bill’s Boot camp was a tremendous success. We were all treated like royalty, and Bill took us out on adventures every evening. One night all of us went into Hot Springs National Park and soaked in the soothing thermal waters. Another night we went to an off-Broadway show where we all got experience taping a live event. Everyday was a new adventure. We even went into the mountains and dug pure, clear-as-glass crystals. There’s photos of some of these activities enclosed with this letter. Truly, the whole Boot camp experience was quite an eye-opening adventure. Perhaps the most exciting, most stimulating, and most vitalizing experience of my entire life. After reading this far, you probably can figure out why Gary Halbert is telling his closest friends and lifetime subscribers they need to go to one of these things. They need to experience the Boot camp. To be a part of the future. But there is a problem. See, Bill is kind of a private person and doesn’t do many boot camps. Just two so far this year. And he fills up each camp almost as soon as he announces them. He always has people on a waiting list for the next camp. His next two camps are completely sold out. In fact they are overbooked. And there are no more planned this year!!! None!!! Which means if you wanted to come to what Gary Halbert, John Eger, Phil Kratzer, ‘Hollywood’ George Deland, Dr. Dave Jenkins, Glenn Osborne and lots of other entrepreneurs believe is the most important seminar of the decade, you probably can’t get in. But Bill is pretty… You see, during the boot camp, Bill had more than $60,000 worth of video equipment set up for all the attendees to use. Cameras, switchers, editing systems, lights, mikes, even computer effects generators. And from the first minute of the first day, Bill made all the paying attendees operate the video gear (with assistance from the experts). So everybody there got their hands on the equipment Their assignment Get every speaker, every workshop, every training session on video tape. From every angle.

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And that’s exactly what was done. And that’s why... There is a complete video reference library of the boot camp!!! A video library of all the speakers revealing all the inside secrets of making money with this new technology. A video library full of ideas on how this technology can be applied to almost every business in existence. Including yours. A video library that open up a brave new world of income opportunities for you. And could put you in touch with the right people to get your project off the ground, to clear all the roadblocks you might encounter, to show you the path to success. And the information in this video library is from real people who are really, really, out there in the trenches every day just like you. Real people, with real success stories to tell. Success stories about making money. Success stories that focus on what you are doing today. And what you could be doing tomorrow. This is what this letter is all about. The Guerilla Video Boot camp Reference Library. It is available to you. With all the speakers I described on pages 3 and 4. And the special creative reference tape Bill gave to the attendees, plus... ALL THE REFERENCE MATERIAL HANDED OUT BY THE SPEAKERS AT THE BOOT CAMP. EVERYTHING. And at a reasonable price. It’s like this. Gary Halbert offered his complete set of seminar tapes for $2,195. Most people who got those tapes thought they got a good deal. And, in fact, they did. Getting those tapes from Gary was like getting into one of his $7,000 seminars at 60% off. Definitely a good deal. But Bill says he’s not Gary Halbert and simply can’t charge that much. And even though Gary and I tried to convince him otherwise, he’s decided to price the set his way. We say he should ask at least $1,195 (it’s worth that, easy). But, he won’t listen to us. Instead, he’s offering the whole set for... $595 For the whole thing. Including 12 tapes (of the speakers) and all the reference materials. That’s right, the whole package for $595. Everything! And, as a bonus, he’s decided to include...

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A six month subscription to The Video Marketing Letter (written by Bill Myers). Gary Halbert said every one of his subscribers should be reading Bill’s letter. A copy of Desktop Video for Profit — the one hour video which explains how Bill got into this business, and how he is able to make $500,000 a year being lazy. A copy of Setting Up a Low-Cost Video Studio — A one hour video which explains in detail everything it takes to put together your own low-cost video production studio. A Directory of Boot camp Speakers and Workshop Leaders with addresses and their private phone numbers. Experts who will be available to you to discuss your project. People you can reach on the phone. People

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interested in joint venture projects. A Register of Graduates of the boot camps. These are people who have been through the boot camp experience and can become a valuable part of your network. An ‘Official’ Photo ID Press Pass. (You won’t believe how many doors this will open. Richard Williams used the one he got from Bill at the recent PC Expo at Jacob Javitts Center in NYC. He didn’t have to pay or stand in the long lines to get in, he was issued all the freebies that went to the real press, and got red carpet treatment everywhere he went. He was even invited to all the open bars and plush dinners reserved exclusively for the press.) You’ll also receive... FREE one year subscriptions to AV Video, Video Times and Video Systems, the preeminent video industry trade magazines written for video professionals. And the Guerilla Video Producer’s Network list of over 800 people located all over the country who are willing to assist you in your video and marketing projects.

Plus ...

A tape of Guerilla Bill’s Spellbinding Presentation At Gary Halbert’s $7,000 Marketing Seminar. (This tape is part of Gary’s $2,195 package). Quite frankly, this is an amazing offer.

And as a Halbert subscriber, yogi can recognize the value of this stuff. It’s the real thing. Still, if you have any questions about the materials in this package, call me (Karen Red-path). My phone number is at the bottom of this page. Now, if you want your own copy of The Best of the Boot camp Tape Library with all the reference materials and the extra free stuff, call Sissi, Rita, or Jim at Group M Studios (that’s Bill’s production company). The number there is 1-501-321-1845. Of course, you can purchase the tapes using your credit card, COD, or company or personal checks. And everything will be shipped the same day you order. They’ll treat you nice. Bill may even answer the phone himself. (But ever since Entrepreneur Magazine listed his company as one of the 500 fastest growing companies in the country, he is a little hard to get to.) Anyway, I thought for sure you would want to know about The Boot camp Tapes and Guerilla Bill. And I wanted you to know about the changes in my life. Be sure to read the last P.S. in this letter for the details. Sincerely,

Karen Redpath P.S.

These tapes were all mastered on broadcast quality 3/4” tape using professional gear. The boot camp attendees operated the cameras and the mixer control panel, and you’ll get to see the skills they learned and the equipment they used. You will be impressed.

P.P.S.

OK. Earlier in this letter I mentioned Gary Halbert had said that Guerilla Bill Myers was “The most dangerous man in the country”. I didn’t understand what he meant then, but now I think I do. See, about three months ago I left Key West and moved to Hot Springs, Arkansas. I’m not real sure why I

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did. Gary wasn’t either. I like the area. I like the mountains and the lakes and the National Park here. And I still do work for Gary, mostly on a per project basis. But I am no longer involved in the day to day operation of his office. After attending two of Bill’s Boot camps, I find that working for others for a living really is hard. Especially since I now know how quickly I can raise a lot of money with a guerilla video. And, yes, I am working on a number of video related projects. And helping others to put together joint venture deals. It’s not like work I’ve ever done before, it’s extremely exciting and very lucrative. It’s not so much a job or work as it is a lifestyle. I think I’m finding out what Bill meant when he said he was the laziest man on the planet. You really don’t have to work at this. You spend most of your time thinking. Thinking of new projects, new approaches to old projects, and new adventures. I guess that’s what all this is.. . an adventure. I work out of my lakeside apartment here in Hot Springs, and hang around a lot down at Bill’s production studio. I help Bill out at his seminars and he helps me with my laundry. And as this adventure grows, and I learn more about being lazy and independent and happy, I think I know what Gary meant when he told me Bill was the most dangerous man in the U.S. At least as far as I am concerned. If you want to call me about this video thing, or the Boot camp tapes, or about life in Arkansas, you can reach me at 1-501-525-0450. Unless I’m doing laundry.

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From the Desk of... Karen Redpath Dear Friend, Bill and I thought you might be interested in seeing what The Video Marketing Letter is all about, so we’re sending you one of the most recent issues with this note. Before you read the letter you need to know that Bill writes about what he is doing, so when he talks about raising $25,000 from a $300 ad (like he does in this issue), it’s not just hypothetical talk, it’s something he has done. The best part of this is he shows you exactly how he did it, so you can duplicate his success with your own project. Last month he showed readers how to generate $100,000 in 90 days with a direct mail campaign. He talked about what works (and what doesn’t work) in direct mail, and provided a step-by-step success guide. He even provided names and addresses of all the resource people he uses (copywriters, mailing list brokers, printers, etc.) to get the job done- This is what you’ll find in each issue of the letter. Real world marketing techniques that work right now. Recently, Bill sent all his subscribers what he calls “Bill’s Stay Out of Jail Mail Order Solution”, a single sheet of paper that can keep you out of trouble with the Feds (or land you in jail if you’re not using it). This is the kind of thing that VML readers expect. And get. This consistently useful information (& tools) is why so many mail-order experts say The Video Marketing Letter is must reading for anyone seeking success in marketing, regardless of what they are selling. If you like what you see in this issue, then I encourage you to call us about the ‘Mother of all Offers’ package which includes:

One Year Subscription to The Video Marketing Letter The Wisdom & Wit of Gary Halbert video tape The Guerilla Bill Hour video tape Desktop Video for Profit video tape Setting Up a Low Budget Video Studio video tape

The Video Marketing Letter Back Issues (Volume One) The Video Marketing Letter Back Issues (Volume Two) Free access to Bill’s technical & marketing consulting telephone service.

All for $169 You can order with Visa, MasterCard, UPS COD, even a personal check All you have to do is call 1-501-321-1845 and say you want the ‘Mother of all Offers’, and we’ll take care of the rest. By the way, Bill and I are doing our laundry’ together full time now. Read the P.P.S. in his letter and you’ll find out why. Stay healthy, Karen Myers

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TV Commercial Scripts

These days it seems like just about everybody is getting TV commercials produced. And with good reason. you want to reach the masses quickly, TV is the way to go. But you must have more than just a commercial You must give the masses a compelling reason to do business with you. And because the medium of TV is primarily visual, you must present a visually compelling reason. With that in mind, when you write a TV commercial you should strive to create ‘word pictures’. These word pictures’ will make adding video to your script much easier, and will make your commercial much more powerful. Commercials are generally created by first writing the script Then having the script recorded by a voiceover expert. And then adding video images that correspond to the words being read by the announcer. If the script was written with word pictures, adding video is easy. If the script were written using pure logic, adding the video images and creating an effective commercial would be nearly impossible. Over the next few pages are samples of TV scripts we’ve written. You may wish to read these scripts out loud to get the full impact of them.

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TV Commercial Script Fishing Map TV Commercial The product being sold in this commercial is a detailed map showing the secret fishing holes used by the pros on local lakes. This concept can be applied to almost any community that has fishing areas. Production Notes: This is a @@ SO second voice over to be read by a deep male voice. All references to Hot Springs should be changed to your city. All references to Lake Hamilton should be changed to your nearby fishing lakes. Do you really want to catch fish? I mean big fish Not just @@ minnows? If you’re tired of coming home empty-handed, tired of sitting for horns without a bite, tired of never snagging the big ones... then you need a copy of the “26 best fishing holes in Hot Springs. Arkansas”. This amazing map and guidebook will show you: Secret fishing holes the guides never talk about. The best places on Lake Hamilton to catch fish every time. The secluded cove that almost always produces record fish. Ten easy-to-get-to fishing spots that always produce fish. And the one secret place in Hot Springs where you can always get your limit every time you go out. This amazing map and guidebook will change your fishing luck forever Now you’ll know the secrets that have never been published before!!! You need the Maximum Fish Map & Guidebook for Hot Springs. And you can have it for $19.95 by calling 1-501-321-1845. If you really want to catch fish, if you’re tired of coming home empty-handed, order the Maximum Fish Map today by calling 1-501-321-1845. Call right now while you’re still thinking about it, 1-501-321-1845.

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TV Commercial for Hot Springs Arkansas Relaxation That’s what attracts people to Hot Springs. In fact, visitors have been coming here since the first person discovered the magical valley of the hot springs more than 10,000 years ago. The reputation of the area as healing grounds spread quickly among the Native American Indians who sought out the thermal springs in the area to ease their aches and pains. Indians would travel from all over the North American continent to enjoy the soothing thermal waters, which were thought to have magical healing powers. Stone artifacts found in novaculite and crystal quarries in and around the city of Hot Springs provide firm evidence that this area was used extensively by the very first inhabititants of the North American continent. The legend of the healing powers of the waters led European explorers, notably Hernado DeSoto, to visit the area in their quests for the fountain of youth. From the first explorers 11,000 years ago to the causal visitor today, Hot Springs still offers something special. During the late 1800’s and early 1900’s Hot Springs became a mecca for wealth Europeans whose doctors had prescribed the miracle of the hot waters. Today, Hot Springs is known as a “European-type spa” with an American flavor all its own. Clear streams gush down mountains. . . leisurely walks are taken in undisturbed @@ w~... wildlife abounds and wildflowers bloom in the spring & the fall. These and other natural settings help make up the 1.6 million acre Quachita National Forest which borders the city on the north side. Hot Springs National Park, the nations’ oldest National Park, surrounds the downtown portion of the City of Hot Springs with 5,000 acres of unspoiled wideness dotted with picnic trails. Visitors often report seeing whitetail deer & wild turkeys within a few hundred yards of downtown. Historic bath houses line the famous downtown area. An area that has been declared a national American treasure and is being restored for future generations to enjoy. Visitors today can tour the elegant Fordyce Bath House which has undergone an elaborate restoration and now services as a museum and visitors center. It is not surprising that Rand McNalley Retirement Places Rated Guide has singled out Hot Springs as one of the best places in the country to live. And it’s no wonder When one considers the facts. For example, the Cost of living in Hot Springs is lower than 85% of America’s other premiere retirement communities. Lower utility bills, lower property taxes, lower home prices. And while the city of 35,000 retains a small town atmosphere it has all the conveniences of any major metropolitan area including shopping malls, top rated medical facilities, museums, art galleries, airport, and numerous recreational facilities. Including the area lakes which border the city on the north, west & south. Lake Hamilton, Lake Catherine & Lake Quachita encompass more than 49,000 acres and over 1000 miles of shore line. These lakes offer some of the country’s finest fishing with record catches often reported. From relaxing with a pole to catch brim and perch to baiting the 30 pound plus snipers found near Blakely Dani, the fishing is always good. 186

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The lakes also are a favorite for boaters, skiers, scuba divers, campers, and just sightseers. Many of Hot Springs finest homes dot the shores of Lake Hamilton and Lake Catherine, providing a peaceful lifestyle to those who live on the water. Hot Springs favorable year round climate means the living is easy. The winters are mild and, except for infrequent intervals, outdoor recreation can be enjoyed year round. The highest average monthly temperature is 93 in August, while the coolest month is January with an average high of 52 degrees. Hot Springs is well known among horsemen as the home of Oaklawn Park, one of the country’s major thoroughbred racing centers. In the early spring months some of the worlds finest horses race at Qaldawn around an infield dotted with blooming fruit trees. Scenic beauty beyond compare. . . outdoors recreation ranging from fishing, hunting, boating & skiing, hiking & camping, crystal mining, horseback riding or just day dreaming in the park A beautiful resort city surrounded by the pristine and sublime beauty of a national park that’s Hot Springs.

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Video Brochure used to attract clients SCRIPT Warning! Your business is on the line! You’re about to learn ways your competitors is stealing your business. Viewer discretion is advised. The nineties are a decade of challenge for your business. Economic slowdowns...rumors of recessions...changes in tax laws...all are a part of what you face every day. How do you stay on top of the changes? How do you make your business grow? In the next few minutes, we’re going to answer that question. We’re going to show you how to increase your sales using TV and videos - without the expense you’d expect Notice what we just said... “we’re going to show you.” That’s what video marketing is all about. You’re showing your customer exactly what your business or product is all about. and you’re telling them about your products while they see them. Let’s look at a few facts about video marketing: FACT: By the time the average American teenager tunes 18, he’s watched over THIRTY THOUSAND HOURS OF TELEVISION. FACT: There is a generation of Americans who rely on TV, not newspapers, for most of their information. And two generations of Americans rely on TV almost exclusively for information and entertainment. For these men and women have never lived in a world without television! FACT: Newspaper readership is declining even while rates continue to increase. Studies also show that newspaper readers frequently ignore ads, and fall to remember much of what they read. Let’s add it up: MORE people watch and respond to TV. LESS readership makes print ads LESS effective than TV, and finally, MORE PEOPLE WATCH MORE TV AN]) READ LESS EVERY DAY. Now - let’s look at some ways you can get this “tuned in to video” viewer “tuned in” to your business. THE VIDEO CATALOG is the most exciting opportunity of the nineties. Your customer can watch your products on display or in action. You can literally “focus in” on special features, convenience factors, or any other selling point. SHOW your customers how your products differ (why in fact they’re a better buy) and TELL them what they need to know.

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Video Catalogs WORK. We produced a video catalog for one company who discovered an amazing thingwith the video catalog, the number of sales and the dollar amount of those sales in-creased a whopping three hundred per cent! This same company even charged a $20 dollar fee for the catalog, then applied the $20 toward the purchase of any item from the catalog. The cost to the company? Less than $6 dollars per video tape, delivered. You can easily see that the $20 dollar fee more than took care of the expense. And don’t forget those extra profits from 300 percent more business! What about the company who uses a sales force? Would you like to make each salesperson on your staff spend less time prospecting and more time selling. Who wouldn’t say yes to that? That’s what you’re doing when you put TV on your sales team with VIDEO PROSPECTING. Here’s how it works: Have your top salesperson do a sales presentation on video tape. Polish the video with tides and graphics, and mail the finished version to your potential customers. Follow up with a phone call in a few days. One company we worked with discovered they were three times more likely to make a sale with video prospecting. And since you can produce a quality video for less than you would spend to send that top gun on a threeday business trip, you can see what a difference video prospecting can make in your bottom line. How much do you spend a year on printed brochures? Do you have a product , a service, or a way of doing something that’s too hard to explain in print? if you do, your problems are solved when you “show and tell” the story with a VIDEO BROCHURE. The old saying, “a picture is worth a thousand words” is especially true in a video brochure. Seeing is indeed believing, when your customer can watch the product demonstrated right before his eyes. In fact, many mass marketers are using “program” videos, up to 30 minutes long, to demonstrate all kinds of products. You’ve seen them on late night TV. You can put the same idea to work for your business. And you can achieve a quality video, delivered to your customer, for less money than it costs to call him long distance and take ten minutes to explain your product That’s right—less than a ten minute phone call! And of course, there’s TV Commercials. You can still spend thousands to get your message produced and broadcast on a commercial television station. But for much, much less, you can buy bargain-priced commercial time on Cable television, reaching home subscribers who are willing to watch more television and pay extra for the privilege. Your message reaches thousands of households for a literal cost of pennies per minute. Cable television is the best bargain in advertising today. And with new low-cost commercial production techniques, an effective selling commercial will cost less than a quarter-page ad in most newspapers. Furthermore, commercials bring instant response. If your commercial was running on television right now, your telephone could be ringing right now—with customers wanting more information, ready to buy your products! NOW...PICTURE THIS! Picture yourself putting video to work in your business—with Video Catalogs...Video Brochures...Video 189

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Operating Manuals...TV commercials...Animation Picture the difference in your time spent selling...the difference in your dollars per sale...the difference in your profit statement, every week....every month...every year of the nineties. Picture your business growing. If that’s the kind of future you want for your business, we can help make it happen for you. We specialize in producing high response but low cost business and commercial videos that get results. To find out how we can help your business grow, call us today and we’ll get together and discuss your needs.

fade to black.

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Miscellaneous Letters

I’ve discovered that the most profitable thing we can do in our business is write letters. Spending the time to develop letters we send to our customers, our suppliers, our media, and our financial resources, always pays us back. And usually the payback is quick and beneficial to our business. Single letters have been the seed which led to $20,000 clients. Single letters of inquiry have saved us thousands off the purchase price we pay for our equipment and supplies. And single letters to our media sources have generated pages and pages of free publicity. Of course not every letter we write is a sales letter or press release. Many of the letters are routine responses and inquiries that every business faces on a day to day basis. And many times these responses and inquiries can be handled with a simple phone call. But we’ve found that in most cases, a letter gets the job done better and quicker. Plus a letter gives us physical evidence of how we responded so that later on if there is a problem, we have the letter as a reference. In the next few pages, you’ll find examples of letters we developed as part of the daily routine of our business.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Some Mistakes are more famous than others Dear Friend, A few weeks back you ordered a copy of our tape, Producing TV Commercials for Profit’ from the Guerilla Video Catalog. As you know, that tape has not been shipped to you. The problem is that the people producing this tape have been so swamped with video work, they just haven’t had time to get it done. Which means we can’t get a copy to you. Since we aren’t sure when this tape will be available, we’ve included a FULL REFUND of your purchase price with this letter. And as a token of our appreciation of your patience, we have included a coupon worth SSO toward the purchase of any other item from our catalog. Additionally, if you are ever in the Hot Springs area, we invite you to stop by our studios for a personal tour. We’ll be happy to show you firsthand how easy it can be to produce TV commercials for profit. Again, thanks for your understanding and patience. If we can do anything else for you, don’t hesitate to call. My personal number is 1-501-321-1845. Thanks again,

Bill Myers

P.S.

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When ‘Producing Commercials for Profit’ is ready, we will be sending you a copy FREE.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Dear Customer: Recently you made a purchase from our company using your credit card. We would like to send your order out to you but the bank card authorization center tells us we have a problem with your credit card number. In most cases the problem occurred because we wrote the number down incorrectly. We apologize for our error and need your help correcting the problem. Please call us so we can send your order out to you immediately. For fastest service call 1-501-321-1845, and ask for Sissi. We will be waiting for your call. Thank you for your patience.

Customer Service

P.S.

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We take Visa, MasterCard, Check or CODs.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax) 10/04/91 Mr. Adrian Archer Audio Video Department Bahamas Tourist Office 255 Alhambra Circle - Suite 414 Coral Cables, Florida 33134 Dear Mr. Archer, In reply to your FAX, concerning our Desktop Video & the Amiga’ video tape, we are happy you found it useful. And we are happy to provide the following tapes and resources our compliments.

Setting Up a Low Budget Video Studio The Easy Guide to Pro Video Gold DTV #9 Advanced Guerilla Video Techniques DTV #10 Desktop Video Technology The most current issue of The Video Marketing Letter The complete set of back issues of The Video Marketing Letter A guerilla video T-Shirt Free subscriptions to several video magazines I think you might be interested in

I hope you find these materials useful in your current or future video projects. If you have any questions about setting up your own studio, or where to find the best deals on equipment (new or used) or just need technical support for low cost video production, feel free to call my office. We’ll be glad to help. In addition to providing technical support, we can show you how to reach millions of North American viewers via satellite, with your own weekly TV program. The cost for uplinking to the satellite can be less than$450 (US) per week. By the way, we are always looking for a good excuse to travel to the Bahamas so if you are interested in someone to provide video production related on-site training, we would love to talk to you about it. Again, thanks for the complimentary letter. Sincerely, Bill Myers P.S. You will find sources for buy-out music, new & used video equipment, Amiga computers & software, and other production supplies in the source pages of our newsletter.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

07/21/91 Mr. Tom Jones XXXXX Publishing Company @@xxxx XXXXX~XX XXXXX Dear Mr. Jones, I am writing a review on various desktop publishing software currently available for the IBM platform. In my review, titled ‘Premium Desktop Publishing Software’ I am comparing the features and usability of programs such as Aldus Page Maker, Ventura Publisher, and Word for Windows. In addition to these three big name programs, I’d also like to do a full review on your desktop publishing software. I think your software will compare favorably with this group, and it is a real bargain when you compare prices. If you’d like me to include your software in this article, I’ll need you to supply me a review copy by no later than October 1st, 1991. This copy should be sent to the address on the letterhead of this page. If you have any questions, please feel free to call me at 1-501-321-1845. Sincerely,

Bill Myers

P.S. You may have seen some of my articles in Computer Shopper, Publishing for Profit, and High Tech Times, or read my regular column in Direct Mail Profits.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

07121/91 Mr. H. Sota Indo China Exports @@xxxx xxxxx~xx xxxxx

Dear Mr. Sot: My company produces Collector’s Resource Channel, a home showing show broadcast via satellite to all of North America, including Canada and Mexico. Our show has a potential audience of over 6 million viewers eager to purchase items featured on our show. Recently I became aware of the pocket size diamond tester (item @@ 4* DB- 100) your company imports into this country. I feel an item like this could be a big seller on our show if we were to showcase it for an hour each week We would like to feature this item on our show, but before we show any item we must have the following from you: 1. An agreement from you showing our cost for this item in large quantities. 2. A statement indicating what is the maximum quantity of this product you can deliver each month ( if you are unable to deliver at least 100 units a month, please tell us the maximum you can deliver as we do not wish to sell more than we can deliver to our own customers). 3. A sample of the item which we can use on our TV show to demonstrate what the product is and how it works. If you wish to have your item featured on our show, please send me a letter fulfilling steps 1 and 2 above, along with a sample of the product if the product meets our requirements, we will feature it in our show and place orders with you. We will return your sample upon the completion of our marketing efforts for this product. if you have any questions, please feel free to call me at 1-501-321-1845. Sincerely,

Bill Myers P.S. I’d be very happy to send you a video tape copy of our latest show so you can see how we feature products like yours. Just call my office and ask Ms. Hazier to send you show.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

03/31/92 Mr. John S. Ford Poolside Productions xx-xxxxx~xx xxxxx Dear Mr. Ford, Recently as I was looking through a copy of Special Interest and How-To Video Guide I discovered your video, ‘The Home Owner’s Guide To Swimming Pool Maintenance’. I am currently preparing a large mailing to swimming pool owners, and I have been looking for a product I could include in my mailing. Your tape may be the product I’m looking for. If it is, I’d like to begin negotiating the rights to market your tape to my audience. Typically I pay an up front cash amount for the marketing rights, and then a percentage of gross sales. ha mailing like this, your profits could exceed $2,500. If this interests you, I would like top~~@@ however I must see a review copy of the tape first. If you’ll send me a copy of your tape ‘The Home Owner’s Guide To Swimming Pool Maintenance’, to contact you within 24 hours after I receive it so that we can negotiate a way that this can be profitable for both of us. If you have any questions, please feel free to call meat 1-501-321-1845. Sincerely,

Bill Myers Director of Special Projects P.S. if you have any other tapes or books related to the topic of swimming poo1 maintenance please let me know. I have a market hungry for that kind of product. P.P.S. I will be doing my mailing the first week of May (typically the month that people start getting their swimming pools in order). If I am to include your tape, I must see a copy of it prior to April 15, 1992.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

07/10/91 Dear Richard, Thanks for the letter. I think your idea of Life Size Celebrity Photos is very interesting and has potential for being a money maker for you. I would be extremely interested in seeing bow a photo image of Mr. Bush would appear on video, and would be happy to try it out for you and report the results an upcoming issue of my newsletter. If the Life Size Celebrity Photos are realistic enough, I think you would have the basis for a good business opportunity offering where you could sell a pack of say three basic photos and a “how to make money with them” manual. If marketed properly, you could probably get between $595 and $995 for the basic start-up kit. Of course, it would be easy to do a direct mailing to professional photographers showing them how your Life Size Celebrity Photos could make them money. This would be an easy sell, and would be a low cost way to test (and perfect) the offer. Anyway, I accept your offer of a free George Bush. Send him right away. I’m looking forward to testing him in my next video. Again, thanks for your letter and your offer. Sincerely,

Bill Myers

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

February 19, 1991 Vince DeMeo Leesburg Office Park 734 N. Third St., Suite 206 Leesburg, FL 34748 Dear Vince, Here’s the preview copy of your 30 second TV commercial. As you watch the commercial you’ll notice how we designed it to appeal to the more mature market by using easy-to-read graphics with a mellow voice-over. The final pitch with your picture and company name is designed to add credibility to the offer. All this combines to create an effective offer. If you can think of any changes, please let me know immediately, so I can get them done while the graphics are still loaded on our computer. By the way, when we receive your approval, we’ll send you a 3/4” time-base-corrected master copy of the commercial, which you’ll want to store in a safe place as a permanent record. Copies of this master will be what you will want to provide any cable companies that you choose to run your spot on. Cable time for a 30 second spot can cost as low as $250 per insertion, which is a bargain. At these rates, you only have to sell one tape each time the commercial is run, to start making money. With your approval we will test the commercial on our next satellite uplink, which should be the second week of March. I’ll call you and let you know the exact time it is to be run. As we discussed, if you approve of the commercial and want to use it, our one-time creation fee is $318.20. If you need additional copies, 3/4” the copies, the charge is $24.95 each. Call me and let me know what you think. Sincerely,

Bill Myers

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

03/ 28/91 Dear Elan Designs, Group M’s weekly hour long satellite TV show about Desktop Video will begin airing in a few weeks and we’d like to be able to feature some of the products your company offers. In order to do so, we’d like permission to show all, or any part of, your demo disks to our viewing audience. And, we’d like to have copies of the latest demo disks you have. Our program will concentrate exclusively on the technology of Desktop Video, and will include segments on various aspects of video production with emphasis on computer integration into a video system. Our target audience is the videophile who already owns a home satellite system, a camcorder, multiple VCR’s, and a home computer. By uplinking over satellite, our show will reach all of North America including Canada and Mexico, with a potential viewing audience of over 22 million satellite dish owners. Our pro-grain will also be offered to the hundreds of U.S. cable system operators and their 66 million viewers. In addition to the content of the show itself, we will be carrying commercials for many of the products shown. While the majority of our allotted commercial time is already presold, some time is still available. Current rates for 30 seconds spots are $25 per inclusion, if you are interested in buying any commercial time, please call Rita at our offices. This show can be an opportunity for you to have your product demonstrated to a huge market at no cost to you. All we need is demo disks of your product and permission to show them on the air. if you want free TV exposure to a nationwide audience, I urge you to call us today. Our office number is 1-501-321-1845. Sincerely,

Sissi Haner P.S.

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Group M also publishes The Video Marketing Letter which reaches over 3,000 video producers each month, and is the producer of a full line of Desktop Video Tutorial Video Tapes including Desktop Video for Profit, Desktop Video & the Amiga, The Easy Guide to Pro Video Gold, and Advanced Guerilla Video Production Techniques.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

08/16/90

Dear Don, Thanks for the copy of Positioning. I like what the guys who wrote it have to say. They present a very clear case for product identification and marketing strategies. Many good ideas in the book which I will add to my checklist of considerations when creating new products and marketing plans. Thanks for taking the time and expense to send me a copy of this book if there is anyway I can return the favor, just let me know.

Bill Myers Editor Video Marketing Letter

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Miscellaneous Forms

One of the great things about having a desktop publishing computer is that when we need to, we can create any form we desire. This really comes in handy when you’re in the kind of business that’s involved in many different activities and has need for various printed forms, labels, signs, and other documents. Over the next few pages you’ll see many of the forms we’ve created for our business.

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FULL STORYBOARD FOR VIDEO TITLE: SUBJECT:

CLIENT: PAGE:

VIDEO

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AUDIO

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Facsimile Transmission Cover Sheet

Date:

Time:

To: FAX Telephone Number: From: Number of Pages Sent:

Cover Message:

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(including cover sheet)

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TALENT RELEASE I understand there is a videotape being taken of me on this date _____________. I hereby assign and authorize the producer __________________________ the right (All Rights) in and to such videotape. I also authorize said producer, without limitation, the right to reproduce, copy, exhibit, publish or distribute any such videotape, and waive all rights or claims I may have against your organization and/or any of its Affiliates, Subsidiaries, or Assignees other than as stated in this agreement. Signature of Talent

__________________________________

Signature of Producer(s)

__________________________________

Date

__________________________________

Signature of Producer(s)

__________________________________

Date

__________________________________

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Signature of Talent

__________________________________

Signature of Producer(s)

__________________________________

Date

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VIDEO RELEASE For good and valuable consideration, receipt of which is hereby acknowledged II consent that the videographer, his legal representative, successors or assigns, shall have the absolute right and permission to copyright, publish, use, sell or assign any and all photographic pictures and/ or moving pictures and/or videotaped images of me taken on this date, whether apart from or in connection with, or illustrative of written printed matter, story, or news item, or for trade, advertising or for any other purposes in conjunction with my own or a fictitious name, or in reproductions thereof in color or otherwise. I hereby release, discharge, and agree to save harmless their legal representatives or assigns and all persons acting under their permission or authority or those for whom they are acting, from any liability by virtue of any blurring, distortion, alteration, optical illusion, or use in composite form, whether international or otherwise, which may occur or be produced in the taking of said video and/or the publication thereof I hereby waive any right that I may have to inspect and/or approve the finished product of the advertising copy that may be used in connection therewith or the use to which it may be applied. I hereby warrant that I am of full age and have every right to contract in my own name in the above regard. I state further that I have read the above authorization and release, prior to its execution, and that I am fully familiar with contents thereof DATE _____________________

PHONE _____________________

MODEL _______________________________________ ADDRESS GUARDIAN ____________________________________ (IF MODEL IS UNDER AGE) AGENCY VIDEOGRAPHER _______________________________

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VIDEO RELEASE In consideration for value received, I (video subject): do hereby give (video producer): and pates designated by the video producer, including clients, licensees, purchasers, agencies, and others, the irrevocable right to use my name (and any fictional name) and audio & video image for sale to, and reproduction in, medium for purposes of advertising, trade, display, exhibition, competition, or editorial use. I have read this release and understand and agree to its terms. I affirm that I am more than _______ years of ages. Signed __________________________________ Date _________ Witness _________________________________ Date _________ Guardian’s Consent: I am the parent or guardian of the above named minor and hereby approve the foregoing use subject to the foregoing terms and conditions. Signed __________________________________ Date _________

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@@ Video Association

PLACE PHOTO HERE

@@ Editorial Staff

PRESS VIDEO Marketing Letter

This is a Press Pass we created to use at a national convention we wanted to attend but we couldn’t get in because the tickets were sold out When we mentioned we were writing an article about the event, we were told we could get in free as press ... if we could present our press pass. So we created the card above. We added a passport photo, signed on the signature line, and had the card laminated. It looked pretty authentic. When we wore this pass we could go anywhere we wanted in the conventional hail, no one asked us any questions. And you’d be surprised at how nice everyone treats you when you wear a press pass and are carrying a camera.

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

INVOICE Ship To: SAME

Bill To:

Due Date: Terms:

DETAIL OF ORDER Purchase Order Id:

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Invoice Date:

Description

Quantity

Ship Date:

UPS Reference:

Amount

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Brochures & One Page Flyers

Another great reason to have your own desktop publishing system is that when you need to, you can quickly turn out brochure, flyer, even a newsletter promote a special event or product. Adding clip-an and simple graphic elements, you can create single page documents that can generate thousands in sales. This freedom of being able to create (or change) a brochure or flier when you need to gives your business tremendous flexibility. And with the advent of portable notebook computers and portable printers, you can create these documents whenever and wherever you need to. With our own portable system we have generated brochures on the road or on the plane which we had copied and distributed at the trade shows we were going to. Having the tools to create these documents can also become a business in itself Our office manager has been able to supplement her income by quickly producing menus for restaurants, flyers for real estate agents, and special coupons for photographers. Her business exists because she can quickly produce the kind of work you’ll see in the next few pages

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VIDEO PRODUCTION Seminars, Satellite TV Shows, How-to Tapes Let us Turn Your Ideas or Events Into Marketable Video Products!!!

Seminars - Turn your next seminar a special event Into a profitable vldeo/audio product We provide complete audio video services using broadcast quality equipment. multiple cameras, and live digital dubbing. TV Commercials - Are you taking advantage of it? If not you may be missing out on big sales. We can produce your highly effective 30 second broadcast quality 1V commercial for as little as $495! How-to Tapes - Got a great Idea for a video or book? We can turn your hot Idea into a one bout ready-tosell video tape In two working days for as little as $1,395. Don’t miss out on the demand for specialized videos! Video Catalogs - Don’t lose sales because your printed brochure just doesn’t tell the whole story. Let us show you how a video catalog featuring your products can turn cold inquiries into cash sales.

“Video Producer; Ron Beeman, whose credits include over one hundred TVcomniercials, numerous ESPN sporting events, over fifty how-to tapes, several multi-day seminars, can turn your idea into a polished, profitable video product. A product you ‘l feel good about selling to your customers.”

For more information or to get our Demo Reel, call…

Ron Beeman Productions 321 Ouachita Avenue • Hot Springs, AR 71901 • Phone 1-501421-0997 • Fax 1.501-321-1429

VIDEO PRODUCTION Seminars, Satellite TV Shows, How-to Tapes Let us Turn Your Ideas or Events Into Marketable Video Products!!!

Seminars - Turn your next seminar a special event Into a profitable vldeo/audio product We provide complete audio video services using broadcast quality equipment. multiple cameras, and live digital dubbing. TV Commercials - Are you taking advantage of TV? If not you may be missing out on big sales. We can produce your highly effective 30 second broadcast quality 1V commercial for as little as $495! How-to Tapes - Got a great Idea for a video or book? We can turn your hot Idea into a one bout ready-tosell video tape In two working days for as little as $1,395. Don’t miss out on the demand for specialized videos! Video Catalogs - Don’t lose sales because your printed brochure just doesn’t tell the whole story. Let us show you how a video catalog featuring your products can turn cold inquiries into cash sales.

For more information or to get our Demo Reel, call…

Ron Beeman Productions 321 Ouachita Avenue • Hot Springs, AR 71901 • Phone 1-501421-0997 • Fax 1.501-321-1429

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HERE’S HOW TO GET YOUR TV COMMERCIAL PRODUCED FOR JUST $718.20 and get it tested on a national satellite feed for FREE Dear Information Provider, Let’s face it Your job is unique. Your job requires ideas. Creativity. Something new, something different Something that will $SUCCEED in the Marketplace. And once you develop a winning idea, you have to be able to quickly put those ideas in front of a large audience in a way they will react Which means you must use TV. And you must use it effectively. And that’s where we can help. We specialize in producing low budget, high quality TV commercials with a heavy emphasis on computer graphics and animation. We can make your commercial stand out from the crowd. Better yet, we can make your TV commercial believable. And...

Our Commercials can make your phones ring. And ring. And ring. And we can do it on your budget And within your time frame. You supply a basic script and we provide the camera work, the voice-over, the graphics, even the computer animation on a 3/4” time base corrected master tape. We even provide you a VHS review copy. All for $718.20. And we’ll test the effectiveness of your commercial on a national satellite feed at no additional charge so that we can fine tune your spot for maximum pulling power. Because we know that’s the way you want it done. We can even show you how to target your commercials to reach selected markets across the country for as low as $2.50 a spot, even on CNN !!! You’ll discover that selective targeting techniques can double your response while actually reducing your air time costs. It’s a simple matter of giving the right market the right product Let us show you these and other things you need to know. Including tricks you may have never thought of. Techniques to give you the biggest bang from your TV budget Call today. Our number is 1-501-321-1845.

Group M Video Productions 321 Quachita Avenue, Hot Springs, AR 71901 1-501-321-1845 Publishers of The Video Marketing Letter

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Come Cruise with Us!

Marketing Superstars Cruise 93

Enjoy Seven Days Cruising the Caribbean with the Biggest Names in Marketing! Bill Myers invites you to join him and his specially selected guests for a seven day adventure of a life time. Cruise the ports of Antigua,’ Martinique, St. Croix, St. Johns, and San Juan with Bill and his friends. Between ports of call, you’ll have the opportunity to learn about marketing and make valuable business connections. This offer is available on a first come, first serve basis!

To find out more, or to make reservations, call Bill or Karen at this very private number 1-501-321-1845. Call today!

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GROUP M PRODUCTIONS 321 Ouachita Ave. Hot Springs, AR 71901 1-501-321-1845 1-501-321-1429 (fax)

Dear Home Buyers and Sellers, The Hot Springs Homes Gallery Video is the ideal way for you to view a number of homes and properties in the Hot Springs area without scheduling appointments and driving all over town. In the privacy of your own home, you can view many different properties, compare the features and prices, and make a list of those you want your realtor to show you. For prospective home buyers, the Homes Gallery Video is an easy way to get the real feel of a particular piece of property. Video profiles of the featured homes include interior and exterior views, views of the yard and neighborhood, and special looks at the extra amenities that each place has to offer. For home sellers, the Homes Gallery Video allows prospective buyers to see how special your home really is, and how it compares in price and features to other homes in the area. if your home is one of those special places, one of those places that has to be seen to be appreciated, then it deserves to be on the Hot Springs Homes Gallery Video. Call your realtor to find out how easy it is to have your home showcased on the next issue of this video. The Homes Gallery Video also provides information about the lifestyle found in Hot Springs and the surrounding area, and offers views of many of the area’s attractions. This video is an excellent way to introduce friends and visitors to the great way of life we all enjoy here in Hot Springs National Park. if you are considering purchasing a home in this area be sure to get a copy of this tape. If you have a home for sale, ask your agent how you can get your home on the next Hot Springs Homes Gallery Video. The Hot Springs Homes Gallery Video Reserve your copy today by calling 1-5014244341 The Hot Springs Homes Gallery Video is available for $15. Visa/MasterCard orders OK. We are always happy to mail this tape anywhere. Contact your local realtor about homes featured on this tape.

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Business Video Update GROUP M VIDEO NEWSLETTER,327 Ouachita, Hot Springs AR 71901, 1-401-421-1845

Success in ‘91 1991 is here. And with it comes the reality that the economy in this country is slowing down. If we’re lucky the recession will be short lived. If not, we’ll have to work hard to find new ways to keep our businesses. Of course, as in all limes, good or bad, there is opportunity. For example, if your competitor cuts back his promotional efforts, now may be the time for you to expand yours to pick up the market share he is going to lose In the past year we’ve helped many businesses add new customers and increase their sales through the creative use of business videos. Using video as a communication and sales tool is an exceptional way to expand your customer base, leverage the power of your sales force, and create multiple Levels of customer satisfaction at affordable prices. If you would like to know more about the possibilities of using videos to expand your business, call us at our local production studio here in Hot Springs, Arkansas. The number is 321-1845. Thanks. Bill Myers Senior Producer Group M Videos

In this issue...

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How to increase your sales by using a video brochure How a video catalog can make you money Why in-house video training tapes can help you get more out of your employees How to beat the high cost of getting a video produced

Using TV & Videos to Help Your Company Grow Television. It’s changed the world. And the way we communicate. Just a few short years ago we turned to books, magazines and newspapers for news, information, education, and entertainment. That s all changed now. Today it’s TV. Lots of it. In fact according to researchers, by the time the average American child reaches 18, he’s watched over 30,000 hours of TV. With the younger generation spending those kind of hours in front of a TV, it’s no wonder that skills such as reading and writing are on the decline. And why writ-ten and printed advertising is not nearly as effective as it once was.

A Nation Tuned in to Video The United States now has two full generations of consumers who have, from birth, come to rely on TV as their primary source of information. This societal dependence on Television means businesses are finding it necessary to use video as a tool to attract and keep customers, and also to train and maintain good employees. Relying totally on print media for advertising and training m a society where the majority of the population chooses not to read doesn’t really make sense. Video is where people look for information, and is certainly a way for businesses to reach the consumer in his home.

Using a Video Product Catalog to Increase Sales Have you ever thought about sending your customers a video catalog showing the different products or services you offer? It’s an exciting idea that has been shown to be highly rewarding. One company we worked with in 1990 discovered that by offering their customers a video catalog, the total number of sales and the overall dollar amount of each sale went up over 300%. And, they were able to get new customers to actually pay a $20 (refundable) deposit to have the video catalog sent to them.

by offering their customers a video catalog, the total number of sales and the overall dollar amount of each sale went up over 300%.”

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The project was a huge success. Once the customers saw the products on the video, they were more likely to buy. Especially when they learned the $20 they paid for the video could be applied as a purchase credit toward any item shown on the tape. As an added benefit many customers made copies of the tapes and showed them to their friends, many of whom also made purchases.

Video as a Sales Tool Potential customers were able to see the full line of products demonstrated in the comforts of their home on their own TVs, and that made the difference. The cost to deliver the video catalog to each customer was less than $6.00, and that amount was more than offset by the $20 deposit the customer paid for the tape.

Video Prospecting Companies that use an outside sales force p lay a numbers game. It works like this— the more prospects the sales people see, the more product they sell. But since every sales staff is limited by time, many sales are missed from customers who never got the opportunity to hear the company’s message. One of the businesses we worked with this summer got around this problem by having a video tape made of their top sales person doing

his sales presentation. The raw video

was polished up during editing with graphics and tides, and then mailed out to potential customers. A few days after each tape was mailed, the customer was contacted on the p hone by the sales person, who, when mentioning the tape, found much more receptive prospects. Overall, the program was a great success.

“the cost of distributing the videos to customers is usually less than a 10 minute long distance phone call. Sales tracking indicated that those who had seen the video were three times as likely to make a purchase as those who hadn’t seen the tape. And this meant more sales and a more productive sales force. One of the newest most

effective types of business videos is the video brochure, an ideal way to showcase a product service or procedure that may be difficult to explain in printed documents. The old saying of a picture is worth a thousand words”, is right on the mark with video. Your customers can pick up much more information from your video than from printed material, simply because seeing is believing. Using video to promote your products and services gives your company that extra effort needed to survive in today s market.

(For more information on getting a video for your business produced, or to see examples of the different types of videos discussed in this article, contact Group Al Video Productions at 1-501-3211845).

Did you know... You can have a professional quality video produced featuring your company and its products and services for less than it would cost to send your best salesperson on a three day business trip? The average cost to deliver a business video to your customer is less than the cost to call him long distance and talk for 10 minutes? The average American will watch over 3,000 hours of TV this year? Watching TV is the number one leisure time activity of most Americans (according to the U.S. Census Bureau)? More people in the U.S. own TVs than own telephones? The average American household has 2.51W sets? Over 80 million VCRs have been sold in the last 5 years?

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Video Costs – A Real Bargain in 1991 III One of the first questions most businesses ask us about video production is, “what will it cost?” It is quite natural to be apprehensive about costs of productions, considering the stories we all hear of Hollywood productions costing millions and millions of dollars. Fortunately, the industrial and commercial videos we produce don’t cost millions and millions of dollars, usually they cost in the hundreds of dollars rather than the thousands.

Working on a Budget Most businesses are working with limited budgets, and it is important to know the budget so that the video producer can design the production to stay within it. There are many ways to keep the cost of a video production down, but the easiest is to spend more time in the planning stages to avoid excessive costs in the production and editing stages. Outlining your objective, and then sticking with that objective throughout the production, is usually the best guarantee that the end result will be what you wanted. Here’s a sample of the range of prices you can expect (but remember, nothing is fixed in stone): Commercials—A 30 second commercial designed to be broadcast over cable will cost

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a minimum of $300. Costs can be held down by sticking to still shots with graphics superimposed. Cost go up quickly if extensive camera work is required. Video Prospecting Tapes— Anything you send to prospective customers must be very good. You will pay a lit-tie extra for this quality, so figure anywhere from $15 to $100 a finished minute depending on the complexity of the production. Video Training Tapes— Training tapes generally require less editing so usually cost less to produce. You can figure $10 to $30 a finished minute. Video Catalogs—A one hour video catalog with 100 graphics will cost $18 to $50 a finished minute, depending on the complexity of the items being shot, and the amount of editing needed. Animations - Animations are a great way to produce high impact videos at relatively low costs. Full feature animations generally last under 12 minutes and cost about $75 per minute to produce. An added advantage of an animation is that the audio can be translated into any language. (Making your videos available in Spanish will open up a market of an additional 400 million people!) Duplication Costs- Duplication costs vary with the length of the tape and the quantity needed, but typically it will cost about $3.30

for each copy of tapes 20 minutes or less, and $5.50 for each copy of tapes 1 hour or less. Packaging—The manner in which your tape is packaged when it is received by your customer can make a difference in whether the tape will be viewed or not. We use hard plastic cases with full cover sleeves for which we create custom covers with our inhouse publishing equipment The cost of a case (with cover) is scents. We charge a flat $40 to create a custom cover. Scripting—The script must be written (or at least outlined) before production can start. We can assist in writing your script as well as provide professional narration services for your videos.

Other Considerations Never undertake a video project unless all parties are aware of, and understand the importance of sticking to the budget. Overall video production quality is a major factor in the cost of any production. We generally recommend that our clients avoid trying to create a work of art, concentrating instead on creating a video that keeps the viewer’s attention, and builds confidence in the company supplying the tape. (We are happy to offer a free price quote on any project you may have in mind.)

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Our Video Production Studios… ‘I’d like to thank you very much for your time (on 2 occasions now) and consideration in showing me the wizardry of your equipment.” F.T., Hot Springs AR “The prospecting animation you created for my sales staff is working like a charm. It really works!!! Our sales have gone up since we began sending the tape to our prospects, before we visit them.” Gene D., Hot Springs AR

Uses for Video in Your Organization Our video production studio located here in Hot Springs is designed to give you professional quality video productions at a very reasonable cost We recently have added the following equipment to serve you better. Sony Broadcast U-matic (3/4”) dual deck editing bay. Panasonic Industrial S-VHS dual deck editing bay with digital effects. Integrated computer based digital effects processor with titling, animation, image digitizing, frame store, and digital video effects. Steadi-Cam camera stabilization harness. PAL/SECAM/NTSC multi-format video player/recorders. Buyout music library of over 300 digitally mastered cuts. In-house duplication system consisting of 10 slave decks, with a video processor, capable of making 300 VHS tapes every 24 hours from 3/4”, 1/2”, S-VHS, 8mm & Hi8 format masters.

What People Are Saying About Us “The video you produced for us was far better than anything we’ve had done before and you did it at a tenth of the cost. You have saved us tens of thousands of dollars.” Gary Halbert, The Gary Halbert Letter ‘You won’t believe this but I’ve sold 458 copies of my new video in the first month! And to think I doubted this. Many thanks to you.” J.B., Los Angeles CA

Video Catalogs—By letting your customers actually see you show and demonstrate your products on video tape, you’ll be able to build confidence in your ability to satisfy their needs. Video Brochures—Own or operate a Motel, Hotel, or Resort? Can you think of a better way to show off your facilities than a Video Brochure? Your customers will be impressed when you send them a video brochure rather than printed information. Video Operating Manuals—In addition to sending out seldom read instruction manual, why not send out a video operating manual that shows your customer the best way to use your product, and includes offers on other products you sell? TV Commercials - Want the local market to know about your business? Cable TV offers great bargains on air time. We can produce your commercial locally which means you can sit in during the editing process if you choose. Animations-Whether you are trying to explain a new manufacturing process, trying to show what a new building will look like, or simply want an animated logo, our animation studios can create a product that you will be proud of. We use the same software used by Disney Studios and by George Lucas (of Star Wars fame).

The video catalog you produced for us translated into sales. I want you to start on another one for us right away.” Steve H., Testron Industries, NY We’ve tested the commercial you produced for our 1-900 number against the others we’ve been using, and frankly yours outpulled the others 10 to one. Thanks for showing us how to make money with our commercials.” Charles S. ‘You are a great help to us in production work. This is our 5th year and ff1 had known about your company I could have saved us thousands of dollars.” V & C Video and Photo, Lengby MN

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Group M Productions Hot Springs, AR 501-321-1845

Obtaining Updates

Dear Friend, The printed material in this book is continually being updated. With each new printing, additional letters, classified and display ads, brochures and press releases are added. If you would like to receive the latest update to this book, call Group M at 1-501-321-1845 and ask for information on updates to the Unfair Advantage Letter Book When you call, you’ll need to know that this book is Release Version - 06192. If you have any suggestions, comments or ideas on how we can improve future releases of this book, feel free to write us at: Group M Productions 321 Ouach.ita Avenue Hot Springs, AR 71901 And don’t forget we are real people, and you can reach us by phone. if you need help or advice with a letter, or are looking for a resource or product or just have questions about anything you’ve seen in this book, don’t hesitate to give us a call. I wish you the best in your business adventures, and hope that the information and examples provided in this book help you achieve your goals.

P.S.

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If you have written a letter or ad and would like us to include it in our next release of this book, send me a copy with a letter giving me permission to use it. if I do, I’ll give you credit for your work, and send you the next three releases of this book FREE.