The Lazy Man's Way To Riches

“People don’t want to blame things on themselves; they want other people to be held responsible for their lives. People get very angry at me because they’re very unhappy and they say, ‘Gee, if I only had the opportunity, if I only had the education.”

Use these ideas as you evaluate a product or service, whether it's yours or through a manufacturer. If you find a product that feels right, consider these pointers in a flexible way.

Choose an item that is unique, and especially one that is difficult to find in stores. Direct response is a convenient way for shoppers to buy, but if they can walk around the corner to buy the same thing, they'll most likely prefer the walk rather than the wait.

The truth is... the product is not that important.

The Concept

What is important is the concept, the idea behind the product. Find a problem looking for a solution. If you can find a problem that needs a solution you will discover the product. It is too easy to become fixed on a product and to let it dictate the course of your business.

Once again, the answer should be viewed with flexibility, but the general rule of thumb is this: Your selling price must be at least three times the actual cost. This is not just the cost that you paid for the item (or the cost of time and supplies if you made it on your own) but, also, the cost of packaging (materials and labor) and the cost of postage.

But the truth is that magic has little to do with success in the direct response business . . . online marketing, if you will. Magic denotes receiving without giving, and wishing without action, but as with any kind of business . . . or most any worthwhile endeavor in life . . . building a firm foundation is very important if the business is to succeed.

• All business growth is preceded by personal growth.
• You are the business.
• Don't ever run out of cash – ever.
• For the owner, the business is the product.
• Replace all Toxic persons immediately.
• Hire people better than you.
• Hire leaders rather than managers.
• The boss is responsible for the direction & momentum.
• Small successes can create a lot of overhead.
• Know your breakeven point.
• Never sign a continuing guarantee.
• Hire smart and you never have to manage tough.
• Bet on a person; not a plan, product or concept.

It is in this activity that you have an opportunity to talk directly with the potential customers and tell them how their problem can be solved with your product or service.