Lant - Email El Dorado EVERYTHING YOU NEED TO KNOW TO SELL MORE OF YOUR PRODUCTS AND SERVICES EVERY DAY BY E-MAIL

Everything You Need To Know To Sell More Of Your Products And Services Every Day By E-Mail Without Ever Spamming Anyone!

Dr. Jeffrey Lant

Published by JLA Publications A Division of Jeffrey Lant Associates, Inc. P.0. Box 38-2767 Cambridge, MA 02238 (617) 547-6372

Everything You Need To Know To Sell More Of Your Products And Services Every Day By E-Mail Without Ever Spamming Anyone!

Dr. Jeffrey Lant

Dedication

If ever a dedication was earned by good deeds, this one was. For over 20 years now, this good man and true has helped me in more ways than I care to admit or can even remember. To begin with, he has been my graphic designer, assisting me with my books, card deck, catalog and ads. Most everything that I send out to the world with my name has the mark of his imagination and diligence upon it. If nothing else, that would be justification enough for public recognition. But that is just the beginning. Whatever the season, whatever my mood, he has been and is more than just a superb artist. Calm, reasonable, empathetic, the very salt of the earth, he has taken it all in stride and always given more than his due. Thats why this dedication goes to you, JOHN HAMWEY. Colleague and friend, I am delighted to tell the world and heap the praise high!

Copyright 1998 ISBN 0-940374-38-2

Reproduction of any portion of this book is permitted for individual use if credit is given to Dr. Jeffrey Lant and Jeffrey Lant Associates, Inc. Systematic or multiple reproduction or distribution of any part of this book or inclusion of material in publications for sale is permitted only with prior written permission.

Contents

El Dorado "a place of fabulous wealth or opportunity."

Merriam Websters Collegiate Dictionary

Introduction:

Why I Wrote This Book, What's In It, How To Use It To Create Your Own El Dorado

This is a book about making money for your business, lots of money, day after day, using electronic- (or as all the world says) e-mail. But lets get one thing straight from the get-go. Its not a book showing you how to spam people, that is send them a torrent of unsolicited, unwanted, annoying, and quite possibly illegal, e-mail.

If you opened the cover hoping to learn how to engage in stealth attacks on peoples privacy in the middle of the night, sending a barrage of sexual enticements, details on the latest get-rich-quick scheme, or on the new patent medicine youve discovered to cure yet another pain emanating from the lifestyles of the aging and incautious, you need to look elsewhere. That kind of information is not here. Nor will I ever provide it. As a person who opens his e-mail every morning to find dozens of these kinds of communications, no one realizes more than I do how irritating they are and how they threaten the entire e-mail environment.

No, this is another kind of book, unique so far as I could discover, designed to help you and your business turn e-mail into one of the most profitable and productive tools of your business; a tool of wealth and opportunity which will help you every single day build your own El Dorado, making more money, making it faster, and serving both your prospects and customers with the kind of breathtaking efficiency unimaginable just a few short years ago.

When you use the sensible, utilitarian, entirely profit-making tools in this book to their uttermost, youll find yourself the pilot of your profit craft, able to whip your flat- footed competitors without breaking a sweat, make the big corporations look even more sluggish and backwards than so many already do, and experience a joy which, until now, has been limited to top gun test pilots surging through the Wild Blue Yonder.

You see, when you effectively use e-mail youre in a position to bring unlimited amounts of your client-centered marketing messages to the attention of prospects and buyers from Akron to Zanzibar all day, any day, for just the trifling cost of your Internet access provider. Now all the world thats plugged in is available to you and what youre selling. Now instead of sailing your galleon to find treasure in the new world (slow, dull, and dangerous), all youve got to do is create and operate an unrelenting marketing system that relies on e-mail and your marketing intelligence to make it wonderfully successful.

This, then, is a book about freedom, exhilaration, intelligence, helpfulness, systemizing and, always, always, always, about making more money for you and your business every single day.

Borne Of Excitement & Frustration

This book grew out of two of my daily emotions: excitement and frustration.

I start the day where I end it, sitting at the control panel of my computer, thrilled to be hunkering down again for another prolonged session of the Worlds Greatest Game. In this game, played out with anyone, anywhere who has a computer, money to purchase my wares, and the critical tool of e-mail, my objective is simple: to get the greatest number to identify themselves as prospects, to get the greatest number of these prospects every single day to purchase, and to get the greatest number of those who have already purchased to purchase again as quickly as possible.

This game is universal in scope, intellectually challenging, insistent, fast-moving. Its a game without hard and fast rules but with very clear, indeed stark, objectives... a game where each move necessitates and indeed demands a counter move (even if the move thats made on the other end is no move)... and where speed, human psychology, your own desires and both the capabilities and the limitations of both technology and the humans who still control it produce a ride that can vary from smooth and gentle to violent and abusive, minute to minute.

The excitement comes, of course, from knowing that you are the master of your fate, the captain of your ship; that you are playing with and against people everywhere who, like you, are hunkered down at their machines planning their next moves with you, too. You must never forget, you see, that this is not a game that you ever play alone, a fact which many in marketing might like to forget. This is a game in which the breathtaking capability of the e-mail tool makes it possible for you to confront with more efficiency and dispatch the oldest problem in marketing history: how to get another human to take faster action to acquire the item which you wish to sell him. The better you get at solving this universal, immemorial problem, the more successful youll be, the more exciting the Great Game, and the more youll be able to turn this game, unending, universal, immense with possibilities, to your sustained advantage.

However, as will become immediately apparent to you, not everyone understands this game. This is where the frustration comes in. There is still a large percentage of businesses which dont yet have e-mail, although this percentage is constantly diminishing. These are the purely clueless. They are trying to race their horse and buggy in the Indianapolis 500 of real business life. The results are disastrous for them... and annoying for the people who, www.UniversalProfit.comunderstanding and using e-mail, have to deal with them.

There is also the large percentage of businesses with e-mail which havent yet figured out that there is a game afoot... or how to play it successfully. These are the people who havent bothered to understand e-mail, to integrate it into their marketing activities, and to utilize its potential to the max. These are the people who say, when you ask them for their e-mail address, I dont know what it is. Its around here somewhere, or who, knowing that you have e-mail, too, still call you with questions which could be effortlessly dispatched by e-mail. They constitute another brigade in the army of the irritating.