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Dear Reader,
Launching a successful DR television, radio or print ad
requires one vital ingredient-CASH. It is cash that fuels
the success. It is cash that wields power in the
marketplace, however that power is really BESTOWED
BY THE CONSUMER. If the consumer buys your product
and that produces successful results, then you are in
the position of the "warlike prince-ready to capture the
empire."
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| Cash and Overawing Your Enemies |
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In order to "roll-out" your product and take advantage
of any and all media that will benefit you, it is cash
that will pay for the media to create the exposure you
need in order to make sales. How you acquire that cash
will determine how much you have at hand, how many
sales you can create, how much revenue you are able
to generate, and therefore how much more cash you
can create to start the cycle all over again.
It is the building of this cash flow that gives you the
advantage of "overawing your enemies." The more your
ad is shown, the more consumers you can add to your
database, the greater attention will be created towards
your effort. Each step of this process will create a
mental as well as revenue base in your marketing
efforts. It is the mental base or branding of your
product that will establish REAL success, and marketing
power of your product in the marketplace.
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| Media Funding is the Key to CASH! |
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Media Funding is the key to that cash flow, and it is a
key that provides any and all the cash you need to "roll-
out" your product, without having to give up any of
your own revenue to do it. It is the quintessential
strategy of the "sheathed sword." Capturing your
market without having to give up a "dime" of your own
money.
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| Short Term Loans Leads to Sales Riches |
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It works like this.....When your 800 number is shown in
the ad the consumer calls and orders, sends a check,
goes to a website, or uses a check debit to purchase
your product. In most of these cases money is
generated immediately and after a short processing
period, that money is electronically transferred to your
bank account.
In the case of media funding the sales revenue is first
deposited into an escrow account. Each week your
media buyer provides an invoice which outlines all of
the media (including a 15% commission) that aired over
the past seven (7) days. The marketer (you) and media
buyer review the invoice to make sure it is accurate,
then the media revenue is electronically transferred to
the media company. The remaining dollars are your
sales revenue from the previous seven days of activity,
and those funds are electronically wired to you.
It is important to point out that YOU DID NOT PAY FOR
THE MEDIA IN ADVANCE. Rather your media company
sent the media payment (approximately 14 to 21 days
prior to the day that the escrow agent disbursed the
money back to you) directly to the station.
Look at Past Issues 14,15,16,17,& 18 »
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| Your Full Potential |
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By example, if the media company sent $85 to station
KXYZ to pay for an airing-the media company will
charge you (The marketer) $100 for that airing when
the day comes to invoice the escrow account for
payment. The media costs $85 plus the $15 media
commission or $100. A 15% media commission is a
standard charge for media services in the industry.
Your sales have to be at least $100 in order to pay
back the $85 media loan and the $15 media commission
for services.
What happened? Basically, the media buyer loaned you
$85 dollars to air your ad (with no interest charge),
because your ad has proven to create sales greater
than the costs associated with running your ad. The
greater the number of sales your ad produces each
time it airs, will determine how many airings you can
benefit from over time, how many different stations
your ads can air, and ultimately will determine how
much media cash it takes to FULLY "roll-out" your
successful campaign.
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| The Sheathed Sword |
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"When a warlike prince attacks a powerful state, his
generalship shows itself in preventing the concentration
of the enemy's forces. He overawes his opponents, and
their allies are prevented from joining against him. If
you overawe the enemy, the neighboring states will be
frightened, thus preventing alliances. He carries out his
own secret designs, keeping his antagonists in awe.
Thus he is able to capture their cities and overthrow
their kingdoms."
"The best thing of all is to take the enemy's country
whole and intact: to shatter and destroy is not so
good. Better to capture an army entire than to destroy
it. Thus the highest form of generalship is to BALK the
enemies plans. With his forces in tact he disputes the
mastery of the empire, and thus, without losing a man,
his triumph is complete. This is the method of attacking
by stratagem of using the sheathed sword."
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