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The Prosperity Equation

The Prosperity Equation

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Published by: aminae on Mar 07, 2012
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  • The Land of Opportunity
  • A Sliver of Good News
  • Staying Out of the Poorhouse
  • Is it Too Late?
  • Who Does this Guy Think He is?
  • Every Picture Tells a Story
  • There Are No Guarantees
  • This is The Prosperity Equation
  • That’s all there is to it. It’s simplistic. There isn’t anything else
  • Now relax. I’ve only given you part of The Equation…there’s more
  • This Book is not for Everyone
  • Money Can Buy Happiness
  • Money Gives You the Ability to Take Risks
  • How Rich is Rich?
  • How Much is Enough Money?
  • Success Leads to Excess
  • Your Life is the Result of the Choices You’ve Made
  • Most People are Destined to be Employees
  • What is Your Personal Marketable Value?
  • I Want Everything
  • His name was James Edward Ziegler; we always just called him Chief
  • It Takes Guts to Get Out of a Rut
  • Burn All of Your Bridges
  • Life is Just a Bucket of Crabs
  • A Welder on the Night Shift
  • A Career in Radio
  • Leverage Other People’s Experience
  • Saturate Your Mind with Success
  • The Marketable Value of Experience
  • We’ve all heard the old joke that PhD really means Pizza Hut Delivery
  • A Welfare Mentality
  • Life Ain’t Fair... and So What?
  • Successful People Must be Prepared to be Disliked
  • Have No Envy
  • See Each Person as an Individual
  • Get Out of My Way!
  • Clinging to a Retirement Dream
  • The Only Thing You Can Count on is Yourself
  • There’s No Security
  • What Motivates You?
  • Money Motivated People
  • Recognition Motivated People
  • Leadership Motivated People
  • Creativity Motivated People
  • Success Motivated People
  • Competition Motivated People
  • The Rock Climbing Wall
  • The Last Gladiator
  • The Equation Demands Tolerance and Respect for the Beliefs of Others
  • Have a Lasting and Meaningful Relationship
  • Starting Over Again… Again
  • The Power of Affirmations
  • I had some incredible friends in Atlanta. They helped me get on my feet
  • The First Seminar
  • Moving Out of the House
  • Movin’ On Up
  • Who in the hell is Saddam Hussein…and why is he picking on me?
  • Bleeding Money out of Every Artery
  • Negotiating with the Tax Lady
  • Selling Our Way Out of Trouble
  • A Hundred Calls a Day
  • Pay Your Taxes!
  • The Prosperity Seminars
  • Dream House II
  • A Nationally Known Professional Speaker
  • Making Money is my Top Priority
  • The Combination to the Vault
  • Seek Models and Mentors
  • Envision Having Wealth and Believe it
  • Quantify Your Wants
  • Do you want a house…what kind of house? Describe it
  • Visualize Your Goals
  • I Want More
  • --James A. Ziegler on Goal-Setting 1988--
  • Beware of Distractions Disguised as Opportunities
  • Deal with Decision Makers
  • Don’t Throw Away Business Relationships
  • Develop Allies Inside of the Company
  • You Never Know
  • Get Their First Name and Use it
  • Be Highly Visible
  • It Takes Money to Make Money
  • You’ve Got to be Willing to Risk Money to Make Money
  • Define Your Dream
  • Identifying Your Customer’s Pain
  • I Came to Get the Money
  • Today I Will be Paid for My Professional Services
  • The Man at the Top of the Mountain didn’t Fall There
  • You Haven’t Made Anything Until You’ve Been Paid
  • The Secret of Clear and Firm Agreements
  • The Nuts and Bolts
  • Catch People in the Act of Doing Something Exceptional
  • Looking for Lost Sheep
  • Database Marketing for Small Business
  • Keep Your Information in Front of the Client
  • Publish a Monthly Newsletter
  • Newsletters Drive the Business
  • Every Event is a Photo Opportunity
  • An Electronic Newsletter
  • Customer Relationship Management
  • 100 Telephone Contacts a Day
  • Technology Changed the Rules
  • Techno-Synergistic Business Ergonomics
  • Then Learn New Skills
  • Internet Marketing Strategy
  • A Website is a Marketing Tool
  • Never Allow a Nerd to Formulate Your Internet Strategy
  • All Marketing Revolves Around Your Website
  • Your Website Must be Multi-sensory
  • Size Does Matter
  • A Website Must be Able to Perform Automated Marketing Processes
  • Your Shopping Cart
  • The Business Communications Center
  • Tear the Sucker Down and Rebuild it Daily
  • Why Advertising is Tuned Out
  • An Immediate Call to Action Response
  • A Unique Selling Position
  • Large Corporations Advertise... Little Guys Promote
  • Own Your Customers for Life
  • Mining Your Existing Customer Base
  • The Lifetime Value of a Single Customer
  • Harvard Business School Revisited
  • Growing Your Business Once It Starts Rolling
  • It’s a War Out There
  • What if W.T. Grant would have taken K-Mart a little more seriously?
  • Increasing Sales Volume
  • Increase the Amount of Profit Per Sale
  • Peripheral Sales... Increase the Amount of Profit Per Transaction
  • Incredible Customer Service
  • Increase the Frequency of the Business
  • Biggerness Has No Boundaries
  • Follow That Dream
  • How to Win Friends and Influence People by Dale Carnegie
  • What They Don’t Teach You at Harvard Business School by Mark H McCormack
  • Think and Grow Rich by Napoleon Hill
  • The Guerilla Marketing Handbook by Jay Conrad Levinson
  • The Salesman of the Century by Ron Popeil with Jefferson Graham
  • The Millionaire Mind by Thomas J. Stanley

THE PROSPERITY EQUATION - New Millennium Edition Foreword So many people live quietly desperate lives, working at jobs

they hate…living in fear of poverty…struggling to stay ahead...just trying to pay their bills one more month in a row. You can’t count on the government, your retirement funds, or your personal savings to make it to the end. Chances are, when the time comes, your children will not be willing or able to carry you financially. The Prosperity Equation is about mastering your destiny and ensuring a great quality of life long after your productive years. Today, Jim Ziegler, husband, father, corporate president, world-class professional speaker, author and self-made millionaire challenges you to answer this question… “Why Aren’t You Rich?” Foreword from the Author Shifting Paradigms When I wrote the Prosperity Equation my goal was to write a book that was easy to read, filled with information that would dramatically change the quality of the readers’ lives forever? This was the first time I had consciously collected the ideas, and quantified the thoughts and processes that made me wealthy. More importantly, I wanted to capture these valuable concepts and share them with others before they evaporated and were lost. Since then thousands have participated in my seminars, attended my speeches, read the books, watched the videos and listened to the audios. I’ve appeared on national television and been interviewed by national magazines and newspapers. Damn, It’s Fun Being Me Damn, it’s fun being me. Life has become this incredible adventure. I’m seeing The Prosperity Equation taking on a life of its own...we’re now

experiencing viral growth as we’re seeing more people tuning in to the concepts and making positive conscious choices to become wealthy and prosperous. Change is constant. Nothing is the way it was and nothing will ever be that way again. Everything around you is either dying or being born. You can never go back home and find things as you remember them. You can never rekindle lost love exactly the way you fantasized it. High school reunions will always be a disappointment. People change, towns change, situations change; the world is fluid and so is your life...accept it and go with the flow. Well, since I first wrote the book many things have changed. Paradigms continually shift; the road to success is still under construction with many rapid-fire abrupt changes in direction. Oh, don’t get me wrong, the philosophies and core concepts of The Prosperity Equation are timeless. I don’t want to give anyone a heart attack here, my original stuff still works just fine. What I’m saying is it’s now time to rewrite the book and to bring it into the new millennium. I’ve learned so much and done so much in life and business since I wrote the first edition; but now there are many new ideas and concepts that must be added to The Equation. So here’s what it’s all about. In no way do I intend to corrupt the original work. This is still The Prosperity Equation, the Entrepreneur’s Road Map to Wealth. All of the stories, parables and anecdotes are still intact from the original version. This new version only adds to the value, nothing taken away. Many chapters are still word-for-word exactly as they were written originally, other chapters have been added to or totally rewritten…brought forward into the future, which is now. Some of the marketing concepts from the original are no longer on the cutting edge. As technology and business disciplines have changed, I’ve changed with them. When I finished rewriting the entire book, as I read the last words of the last paragraph of this new edition, I doubled back to the beginning and wrote this foreword to let the readers know I am extremely proud of the end result. This is a better book than the original. ---James A. Ziegler, CSP, HSG ---

Part One: Get Your Mind Right The Land of Opportunity We live in a land of opportunity; actually, we now live in a world of opportunity...a world filled with overwhelming and overflowing abundance. The playing field has been leveled and entrepreneurs with laptops, working late at night in darkened rooms can bring industry giants to their knees. Growing up, as an American Citizen, I was always taught that we live in a country where virtually anyone has the constitutional right to become prosperous, even wealthy, that is if you really want it badly enough to go for it. Now, technology has opened the door to the entire world. Virtually anyone, anywhere, can become wealthy and prosperous, and have an incredible lifestyle using these principles. With so much abundance all around us, why are so many people living in poverty? Why do so many feel they are helpless? Why do so many believe there’s no way to escape their situation? Deep in my heart I believe no one is predestined to be poor. There’s no circumstance over which we cannot prevail...no situation or circumstance we cannot rise above. If these statements are true, then why do so many people live in despair? Why do so many people endure such desperate and desolate lives? For years I’ve meditated and obsessed over these questions. There was a time in my life when I was searching for answers and then, suddenly, the answers became obvious. It wasn’t a gradual awakening; it was more like being knocked over by a bolt of lightning. It was an epiphany…a stream of consciousness realization. Suddenly it became crystal clear why so many people were missing pieces of the puzzle. Why so many never quite put it all together. I called this revelation The Prosperity Equation. The Prosperity Equation is a sincere effort to reveal to you the step-bystep journey that led me from desolation to success. In these pages I’ve attempted to quantify thought processes as well as to relate the progression of events I personally experienced on the journey from despair to affluence. Every page is carefully crafted, designed to show you exactly how to duplicate my successes. Look around. Most people are not living their dreams. No matter where they are at this point in their lives; it hasn’t turned out the way they thought it would. And now, for many of them, time is quickly running out. It amazes me watching so many people suddenly waking up somewhere around middle-age as if they’re emerging from a coma; in a panic, they suddenly realize they’re facing a financial crisis. If they’re ever going to make it happen, it had better happen quickly.

most of the Baby Boomers are going into their senior years with a severe shortage of funds. we’re hearing predictions of a 500% increase in the cost of healthcare and medicine over the next ten years. regardless of their age or situation. The price of medicine is already obscene. Nobody is going to carry you to the end. because of modern medicine and technology most seniors are living longer…many of them are going to live longer than their money. I’m saying Social Security is not going to be there for you…and you can’t count on your children. If you believe the headlines and the six o’clock news. The fact that social security may or may not collapse before I start collecting really doesn’t affect me. Personally. the age limit will have been moved up. they’ve got their own lives and they’re probably not going to be there for you either. By the time most of us arrive at the minimum age to qualify for Social Security benefits. Personally. Futurists are predicting a single pill will cost hundreds. So don’t believe everything you see and hear in the news. It’s true. I always have to step back and consider the motivation of the story’s source. You’re on your own. drastically transform with reduced payouts. is going to collapse. And. and now. professional ethic or honesty in today’s media. It’s not about truth. or at least. I do believe Social Security. One political party or the other has an agenda to spin their slant on the news in order to push their party’s agenda and to bash the other political party. How much of the news is ‘hysteria’ and how much has substance is questionable. Our financial future is the foremost thing on most people’s minds.Even as I am writing these words. In other words. I don’t envision myself sitting in darkened rooms without heat to lower my electric bill and eating cat food. In other words there may be a hidden political agenda driving all of those reports that Social Security is going to go bust. Seniors I’ve spoken to who are living entirely on Social Security benefits are living miserable. It’s already at . ethical journalism is dead. Just a few minutes ago there was a panel of experts debating ‘new’ research concluding that more Americans fear dying in poverty than fear dying as a result of terrorism. the Baby Boomer generation is on a collision course with financial disaster. always remember politicians are liars…basically. Unfortunately. and. Unfortunately. it’s part of their job description. in its current form. Liberal reporters with personal agendas are reporting fabrications and fiction that we gullibly believe to be unbiased news reporting. it shouldn’t affect you either unless you’re planning to go into your twilight years living like a rat. There’s no recognizable integrity. impoverished lives. I’ve got Fox News Network on the television here in my office.

Now . don’t pretend to be. understand I’m not a lawyer. most of them haven’t protected their money from the government. Their heirs will only realize a fraction of their inheritance. Great Depression era generation is rapidly dying off. it must be done while the person is still living. We’ll already have one foot in the grave before we reach eligibility. banker. As the World War II. that is. Something’s going to break.sixty-seven. broke and disillusioned. over the next decade. Looking forward to the next ten years there will be nearly one hundred million seniors reaching retirement age. A Sliver of Good News The organization conducting the most accurate research about the future of retirees is the AARP (I am a member). The sad part is that it is totally avoidable through legal and ethical financial instruments your attorney. A formula for those . unless they scramble and make drastic changes in their lives immediately. But. Unfortunately. and other legal financial shelters. (my parents) they’re passing on substantial wealth to their children and grandchildren. so many of the people I’ve cared about all of my life are destined to die bitter. other research estimates go as high as $50 trillion. but as I write these words the ‘death tax’ is taking as much as 50% of most people’s cash and assets before their heirs receive the first nickel. This will protect you from having the government’s hands picking your pockets after your parents pass away. Another ingredient in the soup is the fact Social Security recipients are one of the most powerful voting blocs on the planet. Baby Boomers stand to inherit a minimum of $10 trillion. Very few politicians are brave enough to tangle with ‘the gray panthers’. but I will say this. trusts. Comparing that with approximately thirty million retirees today. It’s a delicate subject but it needs to be addressed and handled now. Staying Out of the Poorhouse Still. if you have aging parents. before they pass away. or accountant can set up now. there’s no way the system could ever possibly absorb everything that’s coming at us. you need to approach them about setting up some sort of a limited partnership or revocable living trust with their heirs participating in ownership of their cash and assets while they are still alive. According to AARP published research. There are phone books filled with names of attorney’s and accounting firms who specialize in setting up these limited partnerships. It may change.

I’m talking about recurring residual income continuing on after the end of your productive years. You can’t change it if you refuse to deal with it. Guess what? My intention is to continue to live flamboyantly and extravagantly right up to the moment I draw my last breath. We’d be forced to cut back on something. the answer has been to put it out of your mind and think about something more pleasant. I would be able to retire for life…right now…and live extremely well until I die…but…it wouldn’t be as good. even though I have a lot of money right now…substantial cash and assets…I do not have enough to last all of the way to the end of my life (my wife’s life) at our current standard and lifestyle.without sacrificing our standard of living. There will always be more than enough. I won’t let you off of the hook that easily. Even though I’m moderately wealthy. you really already knew the answer before I asked the question. The truth be known. The truth is. Up until now. Die Rich…Secrets of the Cash Flow Millionaire’ The theme is centered on conceptual thinking about how we all must create income streams with enough legs to get us all of the way to the end of our lives. You’re telling yourself. . my wife and I spend a lot of money on the frivolous things we love to do and have. The question you need to face. We’re going to start thinking about it right now. you probably said ‘no’ too…didn’t you? I suspect that most people who bought this book probably bought it because they are nowhere nearly financially prepared to make it all of the way to the end of their lives.” Well. if you have fears about the future. In other words. Sacrificing just ain’t my style. didn’t you? The majority of the people reading this book or listening to the audio just said no. Of course. Of course..changes lies in the pages ahead. Live Rich.. it’s probably because those fears are justified. It’s all in perspective isn’t it? I’ve actually begun writing some chapters for a future book I intend to title… ‘Get Rich. the truth be known. You’ve elected to take the Scarlett O’Hara philosophical approach to financial security into the future. regardless of your age or current financial situation is… “Am I financially prepared for the future?” And. tomorrow is another day.. An integral premise of The Prosperity Equation is the core belief that anyone can create income streams for life. I live an abundance philosophy. “I'll think of it all tomorrow…After all. We live extravagantly.. I would not be able to retire right now unless I’d be willing to reduce the quality of my lifestyle. let’s face it. Truthfully. if you’re like most people.

When you’re young. smarter and a whole lot better looking than I am. it took a catastrophic event to shake me up and get my life moving in a positive direction. almost too late. Who Does this Guy Think He is? This book is not some hare-brained Get Rich Quick Scheme written by some kind of Get Rich Wannabe. now you’re older and you’re not prepared. Considering the fact that . even if they actually do have adequate retirement funds. stupider. You’ve probably met many people who are wealthier. Don’t get all of the way to the end of your life eking out an existence. you’ll also have to admit there are many extremely rich people who are uglier. There’s thousands. perhaps millions. of people on the planet who are infinitely wealthier than I’ll ever hope to be. Then suddenly its here. Is it Too Late? Is it too late for you? Absolutely not! If you’re under funded and undercapitalized. Plan to live abundantly forever. I wasn’t cursed with an advanced education. of course. as part of my legacy. Like many successful people I’ve known. Like so many others I desperately needed that catalyst to light the fire. unfortunately. it was necessary to take a realistic look at myself and to eliminate the excuses I was hanging onto to justify my failures. It’s enough for me to know that many people like you will embrace these principles and their lives will be better for the experience. You’ll think about all of the serious stuff when you get older. I’d like to believe you will think well of me. And. you need to start immediately. Taking whatever came my way. It’s not about where you started as much as it’s about where you are and where you’re going. A successful life is a plan and. When I first made a conscious decision to become wealthy. There’s no hidden agenda. many people started planning too late…well. The first thirty-five years of my life I had no real focus or direction.most people. I needed a reason to become focused and motivated. and less charming. the entire plan was to wake up another day and see happens. and. who started with nothing and built my companies and substantial wealth with the very principles I’m teaching. You can catch up. Who ever said any of this was supposed to be fair or logical? It’s not so much about who you are as it is about what you’ve done. And. what they really have are minimal ‘bare bones’ survival funds. fortunately. working executive. My education came from the streets. I didn’t have the luxury of being born with wealthy parents. you’re invincible. I am a successful.

Rod Stewart had a hit titled Every Picture Tells a Story. At times it will get extremely personal as I describe how I solidified my philosophies. I certainly don’t claim to know . I’ll never misrepresent myself to be the absolute highest example of success. I’ve decided to allow him to win. Every Story Tells a Picture. I’m not misrepresenting myself to be the ultimate megamillionaire. I feel compelled to point this out because there are hundreds of books out there about How to Get Rich which were written by people who obviously weren’t. Personally. back when my wife. This is important for credibility. Everyone has to be positioned somewhere on the food chain of prosperity. Well. Every one of these stories has a purpose to clarify a point I’m trying to hammer home. and I were bringing the business off of the kitchen table. although parts of the book will be discussing some of the events my wife and I experienced as we developed the business.ten minutes of Bill Gates’ day is more valuable than my entire lifetime’s net worth. I don’t know how to do that yet. these stories are only intended to be parables.I am living the dream. I’m also still on the journey. Think about it. I’m doing fine. Like you. so much better than most. let me say to you. There’s many ways to become wealthy. As the author and the guide on this tour. I readily concede there are people who know how to make a lot more money a whole lot better than I ever will. never have been and probably never will be. If the net worth of every human being on the planet were listed in ascending order. Every example illustrates events and struggles we endured. It’s not about me. By this measurement. I am the real deal. That’s incredible. You bump into people every day in the supermarket who have more money than I do. in this case.. a working millionaire. you’d have to place me squarely at the top fraction of a percentage. you see. you’ve got the wrong book. No one should ever become so smug and arrogant to the point where we begin to believe we have arrived. Well. Debbie. So. Every Picture Tells a Story This book is really not about me at all. I’m told Bill Gates has amassed more than forty-six billion dollars. Back in the seventies. What this book is about however is how people like me…people like us…people with limited education and poor parents can become millionaires. The Prosperity Equation is written from personal experience and it’s about how to reach higher levels of living extremely well. If you bought this book to learn how to become a billionaire. One guy has more money than two-thirds of the world’s population combined..

If your invention is guaranteed to change the world. let’s paint the whole picture for you. Tiger Woods or Michael Jordan’s out there. Once again. congratulations. Put the book down. Relax! The game is over. then you’re going to be rich anyway. found the answer to the world’s food shortage. It’s automatic. Throughout history many of the wealthiest people were great inventors. For me and many like me. Always keep idle money working. couldn’t sing or act and I don’t have a particularly great curve ball so I figured that…maybe…just maybe…It might be a great idea if I went into business for myself. Make no mistake about it. There’s only one Muhammad Ali for each generation and The Beatles phenomenon only happens occasionally. or developed a pill that will cure cancer. the answer was starting and growing my own business. boxers or ball players. The Prosperity Equation is about how to achieve success by starting and . Unfortunately. Your destiny is guaranteed. As for the rest of us. Britney Spears’. You won! Forget about it! Go play! Maybe you’re an incredible athlete or talented actor who’s just waiting to be discovered and signed up for some incredibly stupid amount of money. Maybe you’ve discovered a medical breakthrough. I never had any great inventions or patents. the power of leveraging money to make more money by its own momentum. Okay. Give it to some untalented poorer person. singers. people like Ford and Edison. I am now the president of three extremely profitable companies with seven-digit revenues and an incredibly lavish lifestyle. Another one of those bedrock principles upon which The Prosperity Equation is built is to reinvest your money back into your personal development and into your business. most of us are not great actors. As a result of the decisions I made more than twenty years ago. I’ve never won the lottery. If that’s the case. I’m going to say the stock market is something that generally makes a lot of money for some people after they’ve already become wealthy doing something else. Although investments rarely create a person’s initial fortune. There are only so many Tom Cruise’s. solved the energy crisis. then you’re already destined to be wealthy and famous. The future is chiseled in granite. Let’s start with the fact very few of the world’s wealthiest people became wealthy through their investments. I believe the stock market is a vehicle where the rich get richer by leveraging existing wealth. you have to develop discipline and control when handling money.all of them. In other words. Maybe you’re the next American Idol. One of the most dynamic concepts in wealth building is the power of compound interest. you don’t need this book.

it’s not the one and only way and. In the pages to follow. Woven throughout the fabric of The Equation. through the skills and disciplines. I have no way of knowing the strength of your . It is the only route I know. She and I were discussing some changes on the phone. The subtitle. Just as there are many different roads leading to any destination on a physical map of your state or hometown. it may have been one of those simultaneous explosions of creativity. Through the years I’ve studied thousands of hopefuls who started new businesses and ultimately failed.growing your own business. sales and networking. It’s all about dramatically improving the total quality of your life. If you really pay attention. There Are No Guarantees The Prosperity Equation is an outline of what is working for me and what has worked for thousands of my friends and seminar students. that’s exactly what this book is all about. Let me repeat. Of course. there’s no assurance you’ve got what it takes to stick it out and make the journey. this book will put the puzzle together for you. Along the way. The Entrepreneur’s Road Map to Wealth. It is only a way to get there. I’m going to attempt to take you from the initial mindset. This is not intended to be light reading. It’s a formula to achieve freedom. there are also many different routes to personal prosperity I am writing this book outlining the one route to success I know best. and read it with an open mind. business techniques and interpersonal skills. It’s about making personal choices and taking control of your destiny. The Prosperity Equation is a road map to guide you along the route to financial success. the truth be known. I hope you’ll discover personal freedom and a great abundant quality of life as well as self-satisfaction. I’ll be discussing marketing. as a matter of fact we were rewriting the preceding paragraph. ‘The Entrepreneur’s Road Map to Wealth’ was actually added to the original version of this book by my editor as we were ‘fleshing out’ the original manuscript. The Prosperity Equation begins when we examine the philosophies and mindsets of success and then transitions into the specifics of how to start and grow an entrepreneurial business. a blueprint for building wealth. they just didn’t get it. This is the route I took. There were pieces missing in their puzzle. There are a lot of theories about how to get rich. to the nuts and bolts processes of starting or growing your business. I think she came up with it first although. even once you know the way. Even though they had the desire to succeed. Am I saying The Prosperity Equation is the one and only way to become successful and wealthy? Absolutely not! What this book is…it’s my sincere attempt to share the strategies and techniques that made me successful.

An Entrepreneur has to have a high tolerance for dealing with stress and frustration. once you decide this is what you really want to do. It’s more than a formula for achieving the quantifiable goals of wealth and success. There are many levels of personal wealth and success. my goal is to push you through your personal barriers and lead you to achieving your personal goals of wealth and prosperity. hammering it into your head until it sinks deep into the permanent recesses of your subconscious mind…The Prosperity Equation is all about mindset. a great lifestyle and peace of mind. guess what? This isn’t any different. you’ve got to get your mind right. You’d be killed. stretching your personal limits and expanding your boundaries as you move toward your destination. But before you start trying to learn or apply any of these techniques and procedures. success is a thought process. I intend to be tough on you. in many forms. you must be prepared. We’ll be discussing some very specific techniques leading to the generation of wealth through operating your own business. Getting your mind right is three-quarters of The Equation. The underlying theme continually recurs and echoes throughout these pages. step-bystep. The Prosperity Equation is about the nuts and bolts as well as the philosophical shifts and psychological preparation it takes to start and grow a successful business. I’m not necessarily talking about becoming filthy rich either. It requires study and planning as well as psychological preparation to start and grow a successful business. it’s about developing a unique philosophy leading to your personal growth and business success. you wouldn’t go into battle if you were untrained and out-of-shape. Failure in life and business is the end result of defective . Since the core focus of The Prosperity Equation is directed toward owning and operating your own business and being your own boss. As you read deeper into these pages. focused and well-trained. It’s about developing an attitude and a philosophy. If you’re not emotionally tough. If you were a soldier fighting in a war. Regardless. laying out a blueprint with which you can lay the foundation to build your fortune. you’ll discover this theme will be repeated many times. Well. Several chapters will be outlining specific techniques and procedures. we’ll be spending a lot of time discussing these nuts and bolts business processes and the basics of wealth building. I want you to think of me as your personal trainer. It’s a war out there and. don’t even think about it. The Prosperity Equation is complex. pushing you hard.character and your resolve to succeed. it’s also about the freedom wealth affords to achieve security. As you read on. Maybe I’m a drill instructor and this is a boot camp.

This was an extremely difficult book to write. they were always the same ones who were always most popular. and don’t move on until you’re absolutely certain you’ve mastered the concepts as they’re presented. When I first began writing The Prosperity Equation I was just sitting there in a darkened room staring at the computer. My observation is that people who fail have weaknesses of character. The purpose of The Prosperity Equation is to inspire revelations and create emotions within you. traits. and qualities that make people successful in their lives and businesses? Why are some people destined to become millionaires while others can barely survive with cash on hand until the end of the month? Well. I am about to share with you an incredible formula for realizing your hidden unlimited potential. What are the habits. When you were in school. They seemed to always be voted ‘most likely’ or “homecoming royalty’…you know what I mean. of course. attitude and determination. hang on. There was so much I wanted to say to you and I wanted to be sure I said it perfectly. I’ve taught The Equation to thousands of people over the . did you ever meet a salesperson you really liked doing business with? Or. This is The Prosperity Equation. I’ve struggled with every word you’re about to read. Quantifying the Equation Have you ever noticed there are some people who seem to possess a charisma that seems to magnetically attract other people to them? Couldn’t exactly put your finger on it but there was just ‘something’ about them. They have repeatedly come in and out of our lives. I sat there motionless for hours assembling my thoughts before the first words began to flow out of my mind and onto the screen. don’t expect to immediately appreciate the awesome power of The Prosperity Equation even after I’ve described it to you initially. But. You just liked being around them. My goal is to help focus your vision and cause you develop a new desire and intensity. Reread and study every chapter before you move on. a waiter or waitress you always asked for by name? The answer to all of those questions is.thinking. You can have wealth and success beyond your dreams if you’ll master the concepts ahead. we all have met those people. And.

Every time something new will come of it. I suggest that at least one of those pieces is missing from your puzzle. Somewhere in there you’ll experience what I call that ‘Aha’ moment as the light switch is turned on. I’ve only given you part of The Equation…there’s more. if you are not already a millionaire. Now. I learned the dynamic concept of studying the characteristics of winners. When I first read the book Think and Grow Rich by Napoleon Hill. The power of these concepts comes to light when you stop and realize that if you truly possessed all of those qualities you would already be a millionaire. and then modeling myself after them. The Equation centers on four dynamic concepts. 4. It’s simplistic. I know. I’ve dedicated my entire life (up until now anyway) to studying the traits and habits of successful and wealthy business people. It won’t all come together for you immediately either. . And. I call these the four cornerstone pillars of prosperity. There isn’t anything else. Life is a puzzle. I just finished telling you that was all there is and now I’m telling you there’s more. don’t go reading ahead at the back of the book expecting a major revelation. Okay…okay. Now relax. when I made that statement I was assuming you’ve read all of the pages in between. This is one of those books you’ll find yourself reading and rereading. Not exactly like The Seven Habits of Highly Effective people by Stephen Covey.years and very few people really get it on the first pass. It takes many pieces to complete the picture. of course those words standing alone without explanation and meditation have very little impact on a person’s life. Attitude Desire Work Ethic Competency That’s all there is to it. There is absolutely no way for anyone to have all of those concepts totally mastered and still remain poor. 2. sort of. That’s The Prosperity Equation. 3. Well. Somewhere in my quest it occurred to me that all of the successful people I have known or studied had four basic common characteristics. Now. the message won’t be totally clear until you’ve read the last word of the last sentence of this book. They are: 1.

will be continually interwoven throughout this words you are about to read. as well as these fine-tuned peripherals. schemes. To become truly successful and. over and over again. These ‘peripheral concepts’ are subcategorized as subheadings of one or more of the basic cornerstone pillars of prosperity. These ‘peripherals’ are like the moons that revolve around the planets. You are not expected to fully grasp the significance of these concepts right now in the early stages of the experience. The ‘peripherals’ are… • • • • • • • • • • • • • • Gather people Define your vision Leverage other people’s experience See change as a challenge Make quick and accurate decisions Have a lasting and meaningful relationship Saturate you mind with success Know God Have honor Invest your money back into the business Invest in your personal development See each person as an individual Embrace technology Manage multiple projects All of the core principles of The Equation. there are some other ‘peripheral philosophies’ and concepts you must also master to complete The Equation. consider what changes and adjustments you will need to make with your thought process and in your life if you intend to pursue The Prosperity Equation. As you read on. Most importantly. I’ve chosen to write this book in several parts The first chapters of The Prosperity Equation are about getting your . Desire. to become wealthy and prosperous. Spend some time with this conceptual thinking before you move on. These ‘peripherals’ determine the degree of abundance you will receive and keep. Work Ethic and Competency. from time to time. Examine your dreams. put the book down or turn off the audio and spend time reflecting on how these principles apply to you and your life. ultimately. Study ‘the peripherals’ listed below and think about how they might relate to the cornerstone pillars of The Equation. They tug and pull and have an effect on the gravity of The Equation.Allow me to explain. It is however important to lay them out early in the book so you will recognize them as they appear. in the text and stories ahead. which are Attitude. and desires and then compare them to reality.

your life is about to explode. most people find out too late after they’ve committed when there’s no turning back. Truthfully. If you don’t like sales then you have no business starting a business. promotions. the information in this book is worth several hundred thousand times what you’ve paid for it. as well as mistakes. even a distain for sales. Most people have been raised and conditioned all of their lives for failure and conformity. your desire. In these chapters. I’ve known many talented business people who had an aversion. This Book is not for Everyone If you fully understand and apply the principles and the philosophies I’m about to share with you. and selling your products or services. your personal philosophies as well as your personal work ethic. Statistically. Sadly enough though.mind right. often referring to how I started and developed my own companies. And. everything you will discover about yourself is not necessarily going to be exactly the way you would like it to be. If you’re like most people. I’ve attempted to speak from my personal experience. I’m going to ask you to take a realistic look at yourself. These chapters analyze some events that made the companies grow and prosper. you will be doomed to an early bankruptcy if you lack the expertise to sell and market your business. Many people would rather not know. Finally. the truth of the matter is that most people who read this book will never get it. the odds are stacked against you. What is Prosperity? . we’re going to examine your attitude. This is the same material I teach in my prosperity seminars. The second part of The Prosperity Equation discusses the specifics of selecting and starting a new business or growing and developing an existing business. actually a better product or service than their competition. read on. Before you even begin you’ll have to radically adjust your thought processes to defeat and conquer a lifetime of negative programming. let me slap a little cold water in your face here. their companies are gone and they have returned to the workforce. I can tell you from experience many people do not look forward to having to face themselves with all of their excuses and defenses stripped away. Bear in mind. If you’re up to it. Wonderful things are about to happen for you and for your family. the last part of this book deals with advertising. Before we discuss the specifics of starting a new business or growing an existing business. you haven’t got what it takes to be a success in life. In these initial chapters. No matter how great your service or product is. traps and pitfalls I fell into along the way. There’s a very real possibility you’ll discover you really don’t have the drive and commitment to start your own business. Even though they had a great product. Maybe you’re not suited to become your own boss.

Although he was a wealthy man. it certainly will make the finest physicians and medical services available to you. ‘Money Can’t Buy Happiness’ they chant in chorus. When you see a balance on your bank statement. You see money in and of itself has no value. Having money gives a person a greater peace of mind and personal security. not a virtue. Scrooge amassed a fortune and he lived a frugal. people whose destiny is dictated by their poverty. Money Can Buy Happiness The world is teeming with people who lives are festering with frustration. I am firmly convinced poor people have more stress and worry and uncertainty in their lives than wealthy people. In the end his money made a lot of other people happy. Well. it says ‘the love of money’. it’s easier to lose plastic chips than to lose real money…or at least that’s the illusion it creates. and unfortunately. in the process of spending his money. That is one of the main reasons most of us are not able to save more money than we do. Psychologically. Money only becomes real when you’re spending it…when it’s in motion. Although money won’t buy your good health. money is only one part of The Equation. The Bible tells us. let me say this about that. programming our minds for failure. all of the things in my life that make me happy and healthy are much more accessible to me because I have money. it’s just a bunch of numbers on a piece of paper or a computer screen. the love of money is the root of all evil. If you’ve ever spent any time in the gambling casinos in Las Vegas or Atlantic City did you ever stop and wonder why they play with plastic chips instead of making bets with real cash? The basic psychology centers around the idea that the players lose sight of the fact the chips are actually real money. Since we were children there’s been this continuous parade of selfrighteous losers marching through our lives. despair and misery. most people bought into the lie. The skyrocketing cost of medical services is rapidly outdistancing most people’s financial ability to have quality healthcare. Money alone cannot buy happiness. self-centered life. Pay attention. old Scrooge himself received a great deal of pleasure because he experienced the good things his money did for others. Scrooge loved his money and nothing else. his soul wasn’t liberated until he actually spent his money. . It only becomes real when you draw it out and when you’re actually buying something with it. How could any sane person in his or her right mind even begin to insinuate that a wealthy person doesn’t have at least a better shot at living a happy fulfilled life? Poverty is a curse. When I think about those words I think about Ebenezer Scrooge in Dickens’ Christmas Carol. Of course.Although the concept of Prosperity does involve wealth.

however that you must develop what I call a business mindset. You don’t have to be a criminal to be prosperous. How Rich is Rich? When we talk about prosperity. as they actually are. My philosophy has always been. Sometimes you’ll be required to make difficult and unpleasant business decisions. Business decisions are rational and seldom emotional. Sometimes it means you’ll have to have the guts to say no when everyone else is urging you to go forward with a project because it means a lot to them. Money Gives You the Ability to Take Risks. A business mindset is not always popular with people who are driven by emotion. how much money does a person have to have before you would consider them to be wealthy? The majority of people I meet in my seminars and in my day-to-day travels do not have enough money. . it’s true that many rich people did amass their fortunes because they were ruthless and aggressive by nature. A business mindset is a focused. How Much is Enough Money? Here’s the formula I use to determine if a person has enough money. intense attitude you would never use in a social environment. When you develop a business mindset it’s necessary to speak to others bluntly. although. I have always heard that Joe Kennedy built the famous Kennedy family fortune when he was an alleged kingpin in the Bootlegging industry during the prohibition years. it’s certainly one of your options. Although you don’t have to be a criminal to become rich. there’s never a need to lie or cheat or sneak or deceive to become wealthy or successful. When a person has enough money they never have to ask how much something costs before they make a decision to buy it. Let’s stop and make a distinction between becoming filthy stupid stinking rich and having enough money. resources. and the freedom to pursue your dreams. Some of these decisions might have an adverse effect on the lives of people you genuinely like. You must be able to see things clearly. Everything you’ll read here is centered on integrity and ethics. All of these things go with the territory.It will certainly give you the time. direct and to the point. Price is rarely a factor in making the decision. if that’s the road you choose to take. What I mean is you must learn to be straightforward and direct in matters concerning business. with brutal frankness. It’s true.

in today’s economy.. I believe virtually everyone reading this book does has the ability to become a millionaire in a relatively short amount of time. Living in a fine home and eating fine food. Money is Freedom It ain’t just about the money. Even so. a million dollars just ain’t what it used to be. There are probably several hundred millionaires living within a just few miles of your home. Someday in the future I might actually become a billionaire …but then I’d have to write a new book. I’m talking about you. world travel. Prosperity also involves having the ability to provide everything for your family and those people you care about. I’m not what I would call filthy stupid stinking rich. Prosperity is having enough money to share your good fortune and to be able to help others. Take a moment and visualize what a million dollars would mean to you and those you love.yet. Although millionaires have become rather commonplace in today’s society. I’m going to suspect you are probably not one of them and maybe you’d like to be. Although becoming a billionaire is a long shot. in the mall or at the car wash. It just isn’t such a big deal anymore. Prosperity is about the complete quality of your life.Even though I have a lot of money. You probably rub elbows with millionaires every day at the supermarket. It’s about not worrying about the future. it is an awful lot of money. it’s still. If you’re reading this book. wearing fine clothes and jewelry. When you are talking about that kind of money…a billion dollars…chances are statistically against it for most of us. Frankly. There are literally millions of millionaires in the world today. considering the fact you’ve chosen to buy this book. Prosperity is all about having choices without restrictions and making your own decisions without limitations because you don’t have enough money. and doing everything you’ve always wanted to do. Another very important thing we need to take a look at is just how much do you have to have to be considered borderline wealthy? Most of us don’t have the time or the dedication it takes to become a billionaire. . They go to your church and their kids probably play with yours. BUT. driving fine cars. I’ve never even reached for those lofty levels of personal wealth of a Bill Gates or a Warren Buffet. Personally. chances are you’re one of those people who would like to have a million dollars.. that’s only part of it. Could I do it? I don’t know I’ve never taken a shot at it.

Following the breakthrough concept that success is a thought process. They wish they could somehow get back there to a time in their past and live there forever. There are many people who would be totally okay with that if they could pick the day to continually relive. . however much it is. I rarely have to stop and analyze our finances before I make a decision. which is often repeated in my Prosperity Seminars. Most people have these negative programs running constantly in the background of their mind. How much it costs is never a consideration. Part of the process of getting your mind in order is getting rid of counter-productive thoughts and beliefs that become distractions. I’m not advocating being irresponsible with money. “Mr. Remember the movie Ground Hog Day starring Bill Murray? He was a news reporter who got stuck in a single day in history that kept repeating itself over and over again. Now. Prosperity is freedom! It’s all about approaching my wife on Thursday and saying. why do you wear so much jewelry?” My answer was short and simple. bottom line philosophy. how about us taking off and spending this weekend in the Caymans?” The freedom to be able to say those things and make those spontaneous decisions with no limitations is exhilarating. Ziegler. “Hey. “Because I can!” I have an original saying. All I’m saying is when you’ve got it. I’m not saying we wouldn’t shop to get the best airfare and accommodations. I believe most people spend their entire lives living in the past as if it was the Magical Time. it makes decisions a lot less stressful. ‘Success leads to excess!’ Revelations The most incredible revelation came to me somewhere along the way in my quest for wealth and security. I guess the reason I really appreciate the freedom money creates is because I will always remember how it was when I didn’t have it. It occurred to me that The Prosperity Equation takes place almost entirely in your head. Live in the Present So. Like malicious computer viruses they’re screwing up the programs and nothing’s running the way it’s supposed to. I know we have it.Prosperity is all about your spiritual peace of mind and your personal health. Success Leads to Excess In one of my Prosperity Seminars a few years ago one of the students asked me a question.

So many lives are filled with psychological security blankets people refuse to throw away. They’re just going through the motions of making it through another day. you cannot allow others to take credit for your successes. a result of financial problems. you’ll discover most of them will tell you the underlying reason for the breakup of their marriage started with financial problems. They’re dreaming about instant prosperity with no personal investment. Then let’s rewrite the book to say the lack of money is the root of most of the evils. enduring their uneventful day-to-day lives. the majority of problems in most people’s lives and relationships are. Talking to people who are divorced. They never get off of square one because they lack self-confidence and conviction. It is the way you’ve designed it…and what you’re getting out of life is what you’ve chosen. My observation is most people die while they’re still waiting for the right moment to make their move.I’m convinced many people struggle throughout their entire lives just wishing they could regress back to the security and safety of the womb. Accept Responsibility You can’t blame other people and circumstances for your personal failures. There are so many people leading lives of desperation. they’ve become slaves. in the end. nobody did it to you and nobody did it for you. They drudge through the present. One of the keys to prosperity is to accept total responsibility for your life. These same people waste their entire lives looking forward to the future hoping someday they’ll stumble upon some kind of magic cure for everything that’s wrong with their lives. in our earthly lives anyway. to their bills. In other words. They’re incapable of envisioning wealth. You see them lining up at the counters of your neighborhood convenience store every Friday to buy their lottery tickets…just trying to buy themselves a little hope. They haven’t got the guts to break out or make a change. enduring relationships that aren’t working. indentured servants. You’ll never win in life or business until you personally accept responsibility for your own successes and your failures. If you don’t like what you’re getting. working and hoping they can cover their financial nut each month. stuck in jobs they hate. They act as if right-here and right-now are just burdens they’re forced to endure until the good times return. then choose something else. It’s a fact. And. . success or prosperity as something they can have. I sincerely believe the overwhelming majority of people on Earth are just trying to get to the end of their lives with their bills paid one more month in a row.

I’m talking about small thinkers who see giant problems in every tiny non-event that makes up the fabric of their meaningless. revolving around justification and blaming others instead of accepting responsibility for their own successes and failures. If . you’ll be distracted from those things in life that are truly significant. insignificant dramas. Whining is a one-way communication. Nobody wants to hang with whiners except other whiners. spending countless hours obsessing about unimportant molehills until they become the mountains and kill their spirits. These people are everywhere. Their lives become reduced to an endless series of petty. They waste valuable productive energy on nonproductive things. I’ve been knocked down hard. which are constantly blown out of proportion..Experientially. Your Life is the Result of the Choices You’ve Made Your life is the result of a series of choices and decisions you’ve made. you are exactly what you’ve chosen to be. Getting up and not giving up have was always my only option. If you don’t like it the way it is…change it. insignificant existence. So what! It’s all about how you react to it. They see situations from alternative perspectives.and you have exactly what you’ve chosen to have. then you’ll never really get the big picture. As a matter of fact. Personally. Nobody wants to listen to it anyway. It was a decision. People who are not totally winning in life have their priorities out of order. and they are waiting to get a shot at you. You are wherever you are in your life. whether you wish to believe it or not. hiding behind every bush.. I never whine. at whatever levels of success and prosperity you’re enjoying. Let me ask you to stop and think about something for a moment. If your life has become reduced to a series of insignificant incidents. then it’s important to get your thought processes in order. In truth. Whiners attract other whiners but they never listen to each other. If you’re losing it’s because you’ve chosen to lose.and what you’re getting out of life is exactly what you’ve chosen to get. lurking around each corner. at whatever point you’ve arrived. If somehow they can get you involved in their meaningless intrigues. Choose to win! Stop Whining Me. Their mission in life is to bring you down. whiners and excuse-makers. I’ve been knocked down recently. If you’re ever going to have all of those things you say you really want out of life. many times. Affluent people tend to be realists.. because of choices you’ve made. Wealthy prosperous people think differently. The world is overflowing with petty.. I’ve interacted with so many people who tend to be wimps. mean-spirited little people.

Ziegler 1986-Most People are Destined to be Employees Let’s see if I’m getting this right? I’m going to assume you bought this book because you’re thinking about starting your own business.. did it actually have very little lasting consequence on what’s happening now? The key is realizing the insignificance of the event as part of the big picture as its happening. It was allconsuming. This decision itself is multi-faceted and requires many additional smaller decisions. I’m talking about right now. You’re going to have to realistically examine your life and strip away all of the excuses you might be hiding behind. it seemed like the end of the world. You must make a conscious decision to achieve focus.ever. Does that about sum it up? It’s incredible. self-destructive and counter-productive. Another one of the bedrock principles of The Prosperity Equation is to achieve focus. most probably. you must first make a concrete decision to become a success. I go back to when I was choosing to freak out over my divorce (25 years ago). petty trivia from your life and concentrate on those things that really matter and focus on the goals at hand. before they take you away from dead center. Make a commitment to become the ultimate success. then it was probably never important in the first place and it drained away your time and energy needlessly. I never think about it. One thing I can say with absolute authority is if you are ever going to have prosperity. “Very Few Prosperous People Are Employees” --James A. as in like immediately! Make the first decision of many I’m going to be demanding you to make as you read through these pages. clean out your desk. but today it’s barely a footnote in my biography.. Can you recall a recent major crisis that took you totally out of your game and caused you to lose a lot of productivity? The question is did it really have a major ongoing effect on the rest of your life? Or. The point I’m making is to get focused and analyze distractions as they occur.what you were extremely upset about yesterday cannot even be remembered today. You’re dreaming about the day when you can step out there on your own? Looking forward to the day when you tell off the boss. One of the most important decisions you must be willing to make is to eliminate negative. so many people tell me they hate their jobs. those things which are holding you back. Success is a Decision In the Prosperity Seminars. . we dedicate a lot of time to discussing just exactly what The Prosperity Equation means. One thing I can say with great certainty is very few prosperous people are employees. quit your job and never look back. At the time.

All I’m pointing out here is your employer is not to blame. This is a concept quantifying what you are worth monetarily to other people... I would go so far as to say you might even be a morale problem. If you didn’t like the rules or the pay plan then whose choice was that? You accepted the job.or even continued employment for that matter.Most of the people who are dissatisfied with the amount of money they’re making on their job are probably being paid more than they’re worth to their employer. But.keep your agreements. your employer. and the consumers of your goods and services. If you’re unhappy. as long as you choose to stay and work there. You agreed to it. An employer doesn’t owe their employees everything they want out of life. Marketable Value. Work when you want to. It’s easy! Millions of people have done it. Maybe you’re planning to start one of these fabulous home-based businesses. If you are going to master the concepts of The Prosperity Equation. They gave you a job…told you what the rules are…and they told you what the amount they choose to pay for that job is. After all. then you’ll need to learn to think more from the employer’s viewpoint. not a reality mentality. that’s fine. You’ve read thousands of articles about how to do it. Okay. So.. that’s probably not their fault either. right? . Sorry about that but it’s true. okay you’ve cleared all of the hurdles and jumped through all of the hoops I’ve put in front of you so far and you’re still with me.. you’re going to start your own business and set your own hours. What is Your Personal Marketable Value? In my Prosperity Seminars we have several exercises where we attempt to get people attending the seminars to get in touch with a concept I call Your Personal. and it certainly isn’t an entrepreneur mentality. that’s a union mentality. You’re dreaming about sitting around the house all day in your underwear. making the big bucks with the computer and the telephone. orders coming in over the FAX machine and your e-commerce enabled websites. You can do it too. Your mail carrier’s going to get a hernia stuffing your mailbox with all of those checks. Is the employer really getting enough value out of your productivity to justify continued employment? Just because you’ve been working there a long time does not necessarily justify a raise. one day you’ll be one. I haven’t run you off yet with all of this tough talk and you still want to be your own boss right? The plan is simple. if you’re one of those people who are dissatisfied with your job. An employee’s relationship with their employer is supposed to be a value for value relationship. Stop whining and make a plan. You can always choose to leave.

It was painful dressing in the kind of clothes we could afford. I have always held down two or three jobs at the same time for most of my life. and if you do. are you honestly willing to do what it takes to change it? Before you quit your job and jump out there without a parachute it might be a good idea to do a little honest. then excuse me. Mathematically. Navy. Maybe you’re just all talk and smoke. It’s takes a lot of nerve to jump out there and start a business on your own. I wanted to wear nice. I Want Everything If you really knew my history. Look at you sitting there reading this book while you’re hanging on to some flimsy pipe dream. HSG 2000When I became an adult. Continuously employed since I was fourteen years old. the complex reasons I am successful would be obvious to you. Where’s your business plan? That’s pitiful. I wanted to be able to eat in the very best restaurants and never look at the prices on the menu before ordering. you’re probably going to fail anyway. you haven’t proved to yourself or anybody else for that matter whether or not you’ve got what it takes. If you don’t like what you see. If none of this applies to you. If you’re like most people. I realized if I was ever going to have anything in this world I’d have to work hard and go out there and get it for myself.(Now I’ve got you in a headlock. statistically. I lived in pain because of my parents’ ‘lack mentality’. Growing up financially challenged in a rough neighborhood. and. I’m just holding up a mirror here. If you’re getting angry now. remember. Chances are you’ll never even try to start your own business. you haven’t even got a quantified. I was one of three children. I wanted even more…all of those wonderful things I’d never experienced like expensive new cars and a big beautiful home in an upscale neighborhood…financial security and the freedom to make my own decisions.S. This pain became a powerful motivator. Ziegler. My salvation was in the fact I really did want all of those things I didn’t have. CSP. Early on. knocking noogies on your head) Reality check! Reality check! Earth to dreamer! Come in dreamer. with only a high school education. written goal. at the bottom of the middle-class. measurable. realistic self evaluation. as of yet. name-brand clothes and fine jewelry and to be . you’re doomed before you begin. “I am where I am in my life because I am willing to do those things that other people are not willing to do to get what they say they want” --James A. I felt left out and ‘uncool’. Maybe you haven’t got any real substance at all. There were so many times I was ashamed or embarrassed because I wanted to have all of those things the Preppy Kids and their families had. the son of an enlisted man in the U. I just had to run it by you to see if it fit.

S. My father. intellectual subjects. a student pilot named John McCain. There’s never a day I don’t think about him. Most of his career he was the Leading Chief. and ribbons on his chest covering everything beginning with World War II when he served on the original Enterprise all of the way through when he was in The Blockade of Cuba. He read voraciously and was conversational in many deep. he was one of the most brilliant and educated men I’ve ever known. the very best of everything without limitations. who is still a personal friend of my family. standing six three with a commanding presence and an electric intensity that made him a leader. On My Honor . only had an eighth grade education but. I used to baby-sit for McCain’s kids when I was a teenager. Luxury vacations and firstclass travel. Today I have all of those things and more. VT-9. Mississippi. I wanted to experience it all. He was a plank holder.“Chiefs run the Navy”. are forced to live in near poverty. we buried the old Chief in his uniform back in May of 1991. one of the very first E-9s. an aviation jet engine mechanic. he was Leading Chief for a training squadron. white gloves. It’s a national disgrace that so many of those who risk their lives to protect all of us. In the portrait he’s wearing his dress uniform with eight gold stripes on his sleeve with three rows of medals.. After thirty-four years of service to his country. My father was a Chief Petty Officer in the U. in charge of the squadron. One of my favorite sayings is… I am where I am in my life because I am willing to do those things that other people are not willing to do to get what they say they want.able to provide the very best for my family. there’s a portrait of my father on the bookshelf here in my office. We all wore McCain’s prisoner of war bracelets after the North Vietnamese captured him until they brought him home after the war. we always just called him Chief.. His formidable demeanor created an aura of power that made other men respectful. My Dad His name was James Edward Ziegler. He inspired me to learn. when we were stationed in Meridian. One of his favorite sayings was. on both aircraft carrier Enterprises. As I write these words. sailed on the maiden voyage. a tough man. The Old Man served during Vietnam and. and I was willing to pay the price to have those things. I was willing to invest in myself. An enlisted man in the Navy with a wife and three children doesn’t make any real money. where he became friends with a wild young lieutenant. Chief. even so. Chief was a big guy. Navy. thirteen cruises on aircraft carriers and four wars.

we were rich in many other ways. Personally. There’s another picture hanging here in my office. You’ve got to go for it. If you’re stuck in a rut and haven’t got the nerve to take the risks and chances success demands. but. I really loved that old man. Don’t wake up at the end of your life wishing you’d done it differently. Even though I assured him he was a success. he told me there were so many things he wished he had done. No matter where I was. I called him every day of his life. I can still see the Old Man sitting out there in the audience smiling as I stood on the stage with the others and raised my right hand in the Scout Sign and said those words…“On My Honor”. It was the end of an era in my life when Chief passed away. The greatest lesson of all was the last one he taught me. Don’t be wimping. Very few people today have the guts and conviction to stand up for what they believe. Many things in my life today have a theme centering on the principles of honor and integrity I learned from Chief so many years ago. Chief’s influence has always prevailed and brought me back to dead center. then you deserve not to have all of those things you don’t have…and all of those things you’re never-ever going to get. watching the pitches go . It really shook me up when I realized he had sacrificed his dreams until it was too late. no matter how far off-track I strayed. Chief was an honest and honorable man. he felt he was a failure. Closing my eyes now. Personally.Even though we didn’t have a lot of money. It Takes Guts to Get Out of a Rut You’ll never hit a home run if you never swing at the pitch. whining and complaining to me because you hate your job and you’re not getting those things out of life you’d really like to have. I will die still stretching out and reaching for that ever-elusive next level. he still looked at me through tear-filled eyes as he thought about those things he had always wanted to do and see and be. It’s a print of a famous painting with King Arthur and the Knights of the Round Table. I have to admit that many times I’ve strayed from true north and lost my way. the meaning of right and wrong. I would hate to know I’d struck out in my life while I was standing at the plate. In spite of all of those wonderful things he had actually accomplished. The night I was awarded Eagle Scout was one of the proudest moments in Chief’s life. Those value lessons I learned from him are still engrained. even when I started traveling heavily. never taking a swing at it. He taught us morals and strong values. Remembering the last face-to-face conversation we had before he died.

If you’re certain there’s nothing holding you .by. The truth is the majority of people who work for someone else haven’t got what it takes to do what it takes to be an entrepreneur. to become an independent businessman or businesswoman. motivation and the ability to stick in there. Most people are destined to be employees…not owners. Do you honestly have a risk-taker mentality? Do you have a sense of adventure? Are you ready for a no-turning-back total commitment? Do you really have the discipline and work ethic to get you where you say you want to be? Are you prepared to work all of the hours. There’s no sticking your toe in the water to see if you like it. You see. make personal sacrifices and do everything it takes to succeed? If you want to duplicate or surpass my success. Actions always speak louder than words. Ziegler 2000-Burn All of Your Bridges Clearly focused on the goal. “I Would Hate to Know I’d Struck Out in Life Looking at the Pitches” --James A. might be the last opportunity to re-examine your self-doubts or insecurities. What’s your personal track record for hanging in when the going gets tough? Many people try and more than that fail because they don’t understand the basics of what they’re getting into. Now. Once you’re in it. above all. As I said before there’s no turning back. Do you have enough faith in yourself and step out there believing the rock will appear? Have you got the guts to burn all of your bridges before you start? You’ll never be prosperous if you are not willing to take substantial calculated risks in life. before you start acting like Indiana Jones blindly stepping off the edge of a cliff. Do you believe you have entrepreneurial spirit? And. maybe you should stop and think about it. turning back has never been an option. Success takes personal commitment. Once you’re in it. It roughly translates as opportunity taker. Entrepreneur is a word derived from the French. you’re in it. The only reason Indiana Jones stepped out into the great chasm is because he knew the rock would appear. Now let me warn you. then you’re committed and there’s no turning back. Do you have the drive and desire to succeed? Don’t be too quick to answer. you’ve got to put it all on the line. have you got the guts to take the Leap of Faith required to be a success? In my mind it was never a gamble. start by taking a strong look at yourself. Face the facts. I have always believed in myself. An Entrepreneur is a person who is not afraid to seize the moment and to make a decision and act on it.

Maryland and we loved it when we had the opportunity to steam up six or seven-dozen blue crabs. If you’ve ever been crabbing. They’re convinced the whole world is against them and all of their own failures and disappointments are someone else’s fault. Life is exactly like that. Mom and Chief both grew up in Baltimore. then read on. which was all covered with newspaper. why it won’t work. I’m a bass fisherman. along with two or three assorted neighbors. they’ll latch onto you and try to drag you back down to their level. Crabs are professional victims. and the five of us. if you put two crabs in the bucket. Even to this day there’s nothing I enjoy more than tricking a fish with a plastic worm. I’ve caught thousands of crabs in my lifetime and I swear to you that’s 100% true. there is an old fisherman’s adage which says… If you put a live crab in a bucket. They’re the first to tell you why you are going to fail. They don’t want to be successful themselves but they don’t want you to break out or succeed either. There are many negative people out there who hate your success and they will do and say everything possible to pull you back down. I estimate at least one-third of the people on this planet are Crabs. They will latch onto each other tightly and keep pulling each other back down into the bucket. Eating steamed crabs with salt and vinegar is an ingrained part of my family’s Maryland heritage. there is no need to put a lid on it because neither crab will allow the other one to escape. but. Florida I spent a lot of time playing on the banks of the St. Crabs in a bucket will grab onto each other with their claws and not let go. We’d all just sit around the table. One of the happier memories of my childhood was when our whole family would go down under the Ortega River Bridge and we would go crabbing. and why you shouldn’t do it. would go through a two-foot pile of steamed crabs in about an hour. Life is Just a Bucket of Crabs Growing up in Jacksonville. what was it I talking about anyway? I seem to have gotten a little sidetracked down memory lane here. Maryland style.back. If you’re trying to become successful or if you have a positive attitude. Oh yeah. What a mess it was! Oh well. Johns River. whispering negatives in your ear. Let me explain. spreading infectious . They’ve always been with us and always will be. you must put a lid on the bucket because the crab can climb out. They will continually keep pulling each other back down into the bucket and will not allow each other to escape. the original point I was building up to is that Life is like a bucket of crabs.

they were not risk-takers in any way. good hourly pay as well as a U. I hated it. In their hearts they believe you owe them something too. By the time I was in my early twenties. Government retirement package. They believe the world owes them their existence regardless of the fact they contribute nothing. they’re spiteful and envious. Growing up during the Great Depression era of American history. Crabs externalize their failures and blame the world for everything that’s wrong with their lives. I had been a salesman at several department stores. I was set for life in a good trade. Here they were looking forward to their own retirement and worrying about my future. I would still be a welder on the night shift.. As a journeyman aircraft sheet metal mechanic and aircraft heli-arc welder. I despised what I was doing..S. and even worked for a short time as a child care counselor for the juvenile shelter. with coveted titanium certification. trying to pull you back down into the bucket. overly cautious and traditional. They interpreted it as being wild and irresponsible.at least their version of what that was. A Welder on the Night Shift Not all of the people who exert negative influences on your life are Crabs. A government job was my parents’ ultimate concept of lifetime security. The Crabs of this world have a deeply ingrained welfare mentality. In a few short years I graduated as a journeyman in two trades. almost guaranteed a management position. They browbeat me into taking a U. You really couldn’t expect them to understand my desire to be my own boss or my penchant for taking risks.defeatism. Even though I was good at it.. My parents wanted me to have security and a future. Needless to say. . I could write my own ticket. Don’t be infected or sidetracked by other people’s insecurity. With four years of classroom and in-shop training. They are always looking for some way to get the system or somebody else to pay for it. That job had great benefits. I was one of the reasons they went prematurely gray. Sometimes people who genuinely love you and care about you will accidentally and unintentionally pull you down. My parents were working class people with limited educations.S. Civil Service job as an apprentice sheet metal mechanic at The Naval Air Rework Facility in Jacksonville. I was a highly sought after commodity. For instance. They were always afraid about money. waited tables in a few restaurants. Crabs expect their government and their employer and their community to take care of them from cradle to grave.. they were always conservative. Mom and Chief always played it safe. drove a truck. if I had listened to Mom and Chief.

There was no way I could picture myself doing this for the rest of my productive years.. Richard Boone (Paladin) at the Fernandina Shrimp Festival. I met all of them from The Monkees to Led Zeppelin. My job was to coordinate the promotions and make sure we raised large crowds. a lot like meditation. One night. I was hungry and willing to do whatever it took to get ahead. six days a week. I walked up to the shop supervisor. I was also doing a lot of live appearances and remote broadcasts. It was a great job by many people’s standards but it just wasn’t me. repairing aircrafts that had been damaged in combat. you know the feeling of solitude when you are alone with yourself inside the welding helmet. I was also in charge of setting up and coordinating all of the radio station’s listener participation promotions like The Great Rambling Raft Race and The Great Frisbee™ Fly-in and various station-sponsored rock concerts when the big rock groups of the sixties came to town. You really have a lot of time to think about a lot of things. I was rapidly becoming a local celebrity. I became the Promotions Director at WAPE. For a poor kid from the Westside of Jacksonville. The radio job didn’t pay much but I loved it. somewhere around ten o’clock. my mind was in turmoil. Welding is a hypnotic experience. and went home.really thinking. what the title meant was. A Career in Radio I went into the radio business full-time. What I was thinking about that night was how much I really hated this job.. As Vietnam wound down and the work schedule lightened up I began working part-time on the weekends as a rock n’ roll disk jockey at WAPE radio. there were also appearances at a lot of local events when the station needed to have representation. in addition to my air shift. my . to me the broadcast business was glamorous and exciting. turned in my name badge and my toolbox.This was during the Vietnam War. I’m outta here. serene and surrealistic. Of course. Starting out as a disk jockey.at least according to my frame of reference in those days…I thought it was fabulous. I was welding this big aircraft assembly and I was thinking. I was one of the judges for The Miss Jacksonville Pageant one year and was one of the celebrity judges along with actor. Even though I was unaware of it at the time. We were working ten hours a day.. Averaging more than twenty hours a week of overtime pay for nearly four years. Within an hour. the money was fabulous. It was as if the shackles had disappeared and the prison gates were opened wide. Basically. It’s totally dark except for this bright flame. It was like being in prison.. Every day was a drudge. There was this incredible struggle happening. I worked my way up to a position created specifically for me. If you’ve ever done any welding. my parents never understood. This was major disappointment to them and there were a lot of emotions.

learning about advertising and promotions and public speaking. paying attention. Stan Kaplan passed away in 2003. as with most businesses. Little did I know I was developing skills that would help me to achieve my goals later in life. In the radio business. not exactly the image he wanted representing the station in the business community. At WAPE I had the privilege to work with and become lifelong personal friends with some of the greatest rock jocks in the history of The Golden Era of Top Forty Radio. I sold a quarter of a million dollars radio adverting two years in a row at eight dollars a spot. . on the air playing Paul Revere and the Raiders records when they were current hits. From there I went on to the number one adult station in the market. Eventually. all I can say about that is somehow I got through it all with at least one or two brain cells still firing. It was always my dream to be paid more for what I knew than for what I was doing with my hands. I often joke about the fact I have pictures of myself. Their names are legendary in the broadcast industry. two of the greatest innovators and promoters in the history of the radio industry.experiential education was driving me toward destiny at warp speed. trust me. Well. a country radio station. I will be eternally indebted to him for the breaks he gave a street tough kid from the Westside of Jacksonville and the lessons he taught me. for the first time in my life I was being paid for my talent and my creativity instead of my physical skills and labor. where I set records in radio advertising sales in Jacksonville for the sheer volume of spots I sold that have never been broken. working hard. WVOJ. it doesn’t get any better than that. I was doing a lot of onstage speaking on behalf of the radio station. Being a rock jock in the sixties. He said no. One day I approached Stan and told him I wanted be an advertising salesman for the station. I am a professional salesman. To me. Most importantly. These were the years when I was really beginning to pay my dues. The owners of the station were Stan and Sis Kaplan. My intellectual contributions were being recognized and rewarded. In those days my hobbies were bar-fighting and drag racing. He was horrified. I even worked my way up to sales management. They say if you can remember the sixties. I have incredible memories of things we did back that other people can only imagine. selling is a profession. Over the next three years I worked for WPDQ-AM and WIVY-FM as a salesman and on-air personality. I was disappointed but I wasn’t done. and this was when I began to learn my trade. you weren’t there. selling is where the money is.

Who are you listening to? Never allow anyone else to tamper with your dreams. Take a Look at Yourself... Eventually. developing credentials to become qualified to write this book. But. has collateral value you are putting in the bank today. I’ll specifically explain these techniques as I have employed them and why they work. we’re going to get into the nuts and bolts of creating and building a business but before we get to that.. Leverage Other People’s Experience The ability leverage the experience of others is one of those cornerstone . good and bad. convicted decisions here. we need to talk about first things first. a Realistic Look All we’ve talked about so far is your attitude. To realistically map out a course to where you are going.. we need to stop and take inventory and quantify the value of your past and of your personal experiences. In these initial pages I’m attempting to get you to concentrate. I can truthfully say I was paying my dues experientially.as it should be. What I am really asking you to do is to make a sincere commitment to the rest of your life. What if? What if I had listened to Mom and Chief and never took chances? I’d probably still be a welder on the night shift. All of these adventures I’ve lived over the course of my entire life have become an investment I made years ago paying the price to develop the skills that are paying off today. As we dive deeper into The Prosperity Equation. think and dream and focus on your future as it can be. beliefs and mindsets. You deserve prosperity.By this time I was making more money than I ever could have dreamed of making as a welder or even as a supervisor or shop foreman had I listened to my parents and ignored my dream. Life is no more than a collection of your personal experiences. Your life and everything you’ve learned from your experiences. All of these must be faced and dealt with before you will ever be able to break out and shed whatever shackles are holding you back. the real story here centers on my experiences in the broadcasting industry as the foundation for my successes today. remembering those early days when I first broke into fulltime professional sales. What I learned in those early years brought me to the point where I am today. Everything you’ve read so far is designed to shake you up and to cause you to realize nothing is beyond your reach.asking you to make some deep. Looking back.

Another part of the bedrock foundation of The Prosperity Equation is you should surround yourself with successful people.nor do we want to have to do that. There just isn’t enough time for most people to get there before the final curtain falls on their lives. that’s so painfully true. We all go through life flipping light switches although very few of us could actually make a light bulb or create electricity. Build on the knowledge others have given us. How many times have you heard that cliché? Find out who’s already done it. to be a success you have to leverage other people’s knowledge. I’ll describe exactly how I discovered this important concept when I began building the framework of my fortune. We just appreciate the fact we can thoughtlessly flip a switch and light happens. The invention of the light bulb and the production of the electricity. I talk about it continually. Life plays many cruel jokes on most of us. countless times an older person has said to me. I made a commitment to saturate my mind with success. Remember. Absorb the knowledge of others who have been there before you. .. By the time you figure it all out by yourself. There are actually those who are offended by it although.. dreams and concepts into reality. after further analysis. Could you imagine where you would be if you had to discover the principles simple math or had to invent the written word all by yourself? I am sort of glad someone else invented the automobile before I was born so I didn’t have to do it myself.from the decision.to realization. it’s too late. I would be a millionaire. In other words.” Unfortunately.. I prefer to leverage the experience of whoever did that for me and just flip the switches.principles of The Prosperity Equation. whatever it is.. So it is in business. It happens in your head. Saturate Your Mind with Success Some people who know me will tell you I am obsessed with success. From the vision. “If I knew only then what I know now. Don’t waste any amount of that precious time reinventing what already exists and figuring out what is already known... You should seek out those who know what you don’t know and can do what you haven’t learned to do. In Think and Grow Rich Napoleon Hill made references to the concept of building a ‘Mastermind Group’.. early on I said success is a thought process.to actualization. Thinking back. I usually find out the type of people who are offended by my success obsession are offended because it interferes with their frustration about their failure obsession. and use their experience to go to the highest level. You don’t have to reinvent the wheel. there is a natural progression when you bring thoughts.. Later on. It frees up my time for more important stuff.

From real-world. as a writer. and what I’ve touched in my life. read about. People often comment that’s a lot of money for one hour’s work. Frederick S. real-life experience base. and now. beenthere and done-that experience. your education is not a qualification it is only a credential. nonfunctional people with huge superiority complexes based solely on the fact they’ve lived their entire lives in an artificial academic environment. Remember this and believe it. Who ever thought I’d be quoting Fritz Perls in a business book? The reason you paid for this book is because I am sharing secrets and techniques that made me successful. You’re not paying for some ethereal theories I learned in school.” --Dr. what I have been. I can say without reservation that a person’s experience is the only true and valid qualification. where I’ve gone. . “Education is not a qualification. So many people rely on their educational credentials as if that alone guarantees them success in life and business. You are paying for the meat and substance of what I’ve seen and done. When I hear that I always smile and explain that I am not paid ten-thousand dollars for the one hour I stood on the platform speaking. Those snooty self-absorbed denizens of the snobby elitist world of academia usually make me want to throw up. As a professional speaker or an author people are paying for the value of your experience regardless of the time it took to deliver the message. but rather for the thirty years of self development it took for me to learn what to say. or heard about. in turn. Ziegler 2000-I haven’t got a lot of patience when I’m dealing with the intelligentsia. professional speaker. which. I’ve met so many frustrated PhD’s who are totally unemployable to the point of being useless because they’ve no real-world. I can’t tell you how many times I’ve been forced to interact with overly-self-impressed. equates to zero marketable value. Perls 1970ish-As a consultant. it is only a credential” --James A. but never actually experienced first-hand in real life.The Marketable Value of Experience “You are the result of everything that you have ever experienced and that point to which it has brought you. the only value I have to those people who pay for my services is my ability to give to them the benefits of things I’ve experienced over the course of my life and career. When people find out that I am often paid more than ten-thousand dollars plus first-class travel for a one-hour speech they are often shocked or amazed.

How could anyone ever expect to become prosperous or wealthy when they’re refusing to accept responsibility and take charge of their own lives? Road kill strewn across life’s highway! Yes. you only have the right to be allowed to go for it. The United States of America only guarantees Life. If you really want to impress me. Personally. I will never accept guilt or blame…and I will certainly never apologize to anyone for what I have legitimately earned. your school is the box. the highways of our lives are spattered with flattened carcasses of wimps and whiners and other varieties of assorted losers who will envy your successes and .. most wealthy and prosperous people are free-spirited entrepreneurs with limited formal educations. does it? So what! The world doesn’t owe you a living. Perhaps you’ve heard the expression Thinking Outside of the Box? In my travels I’ve met so many people who lack the ability to create anything original because their college education bred conformity and rigid thinking. when in truth. if you’re a failure. A Welfare Mentality So. tell me about the events. the skills. I judge a person’s value by the depth of their personal character and the value of their personal experiences. Nobody owes you happiness or success. I take great pride in the fact that I haven’t been handicapped with an advanced formal education. Liberty. Our Business Schools today are turning out armies of middle managers with semi-worthless. which stands for ‘Certified Speaking Professional’…and HSG. cookie-cutter educations. I’ll say this repeatedly. and the experiential knowledge you’ve gathered over the course of your life. If you’re not happy or prosperous. Happiness is not a constitutional right. Excuse me.. which stands for ‘High School Graduate’. and the Pursuit of Happiness. you’re not getting all of those things you want out of life? It just doesn’t seem fair.We’ve all heard the old joke that PhD really means Pizza Hut Delivery. And. it’s neither my fault nor is it my responsibility. Personally. then whose fault is it anyway? So many people on this planet actually prefer to wallow in self-pity and excuse-making. Don’t stack your wimpy baggage on my doorstep. Their advanced education took away their ability to go outside of the box. The designations I use in my correspondence and on my business card following my name are CSP. Don’t be whining to me about why life isn’t fair because here you’ve got this advanced degree and you still ain’t getting any cheese. much less prosperity.

Some people have been festering inside. and So What? I’m sincerely sorry so many people find solace and security in the excuses they’ve manufactured as to why it is okay to fail because life has dealt them a bad hand. I agree. you have a constitutional right to be successful. Perls was responsible for another quote I’ve stored away deep in the back recesses of my mind. It’s one of those remnants left over from all of those get-your-stuff-together self-awareness .. Remember this. I see all of the excusemakers who’ve justified their failures and shortcomings. Misery loves company. When I talk about losers. They don’t want to succeed themselves or to better their own lives. They need the education and the emotional tools to break out and succeed. What is…is Doctor Frederick S. I am sick of catering to life’s losers. Some people’s bad attitudes predestine them to be stuck at the bottom of every pile and the end of every line. There’s always going be those nasty smallminded crabs lurking in the shadows of life waiting for an opportunity to take a shot at you. I am talking directly about and directly to those people who believe they have a right to give up and lay down because they think life isn’t fair.. The real hope is in being sure we don’t pass this infectious negativity on to other generations. happy and prosperous. Yes. wimps and crybabies. Life Ain’t Fair. But just because some people are mean spirited and bigoted is no excuse for you to wallow in your own self-pity. It is their sole purpose and primary mission to drag you back down. whiners. That would then be your choice. whiners and professional victims. I’m amazed to see so many people have given up and accepted less than they deserve out of life because they believe the world has conspired against them. They take comfort in the flawed thinking that it’s impossible for them to succeed because of factors they perceive to be beyond their control. wallowing in self-pity and justifying their failures for so long they may never find their way back. The prejudice of others may be an obstacle but you should never allow it to become an unbreakable barrier. There’s so many people out there filled with mindless hate and jealousy. It appears as if some people might actually enjoy whining more than winning. I’m describing people who justify failure by blaming external forces in their lives. unspoiled minds. All children deserve a head start. Don’t justify your failures because of something you perceive the world’s doing to you. prejudice and injustice in the world and it’s wrong. It starts with educating fresh. there’s discrimination.automatically assume they’ve got a right to what you’ve legitimately earned.

seminars in the big hotel ballrooms that I sat through back in the seventies. I have limited patience with slow-thinkers and indecisive people. With most of us. One thing prosperous people have in common is they’ve taken charge of their lives. usually. prosperous. Some things should be obvious. over the course of my entire life. It goes something like this… “What is…is…and what ain’t…ain’t…and so what!” I’ve always called this particular Fritz Perls quote the theory of reality. Life isn’t perfect but it is what it is and it ain’t what it ain’t. Once you’re totally tuned in. If you really want to become wealthy. The quickest route to failure is conformity. People not used to operating on a higher level will call you impulsive. Napoleon Hill lists the fear of criticism as one of the biggest single reasons many people do not achieve wealth and prosperity. stop blaming your problems and failures on other people. No excuses! Successful People Must be Prepared to be Disliked In the book ‘Think and Grow Rich’. never in the present. do things differently. You didn’t want to be criticized. You can probably remember doing some incredibly ‘stoopid’ jackass things in an attempt to be accepted by the other kids. A common characteristic shared by most of the worlds’ wealthiest and most successful people is they’re different than other people. . I agonize when I see people in restaurants who can’t make a menu decision. Period! End of discussion! You can’t change ‘what is’ by wishing that ‘it wasn’t’. Personally. circumstances. you’ll make decisions quickly and. Why would anyone go through life hiding behind built in excuses telling everyone why their life isn’t working? If someone can justify all of their failures and non-accomplishments with the pride of knowing it’s not their fault. I’ve found this to be true. subconsciously. accurately. then what’s the point? If any of these things sound familiar. A person operating with a winning mindset must be light on your feet and able to go with your gut instinct. Don’t expect to become wealthy. Quick-thinking is a key ingredient in creating a dynamic power posture. Things are the way they are. This mentality has now spilled over into our adult lives and. Change only takes place in the future. Looking back through my personal experiences. it started when you were a teenager and peer pressure began to control your life. and those things that are beyond your control. and successful doing what everyone else is doing. it rules and still holds us back.

Actually. If the pursuit of happiness is an American Dream. Sometimes making the right decisions are painful and you must be prepared to do the right thing even if it is unpopular. Don’t envy winners in life or resent them for it. Remember when he grabbed a child pretending to be the father so he could get on the lifeboat when men weren’t being allowed. Quick and accurate decisions are the trademark of a disciplined mind. as a result. Over the last decade I’ve legitimately helped many people to get started. I genuinely want you to achieve the ultimate levels of success. I will always be your greatest cheerleader! Celebrate the achievements of others. Have No Envy I don’t want anything you have and I will waste no energy trying to take it away from you or bring you down. It is so ironic when you take pause and realize. When you begin to process information more rapidly in your mind. I swear to you this is the truth. and his word was no good. It doesn’t always have to be perfect the first time. almost everyone on the face of the Earth would love to be rich. The carefully crafted subliminal message throughout the movie was that rich people suck…and it’s good to be poor.In other words. Personally. go with it and then adjust on the run. Deep in my heart. don’t be indecisive and waste time trying to get everything perfect. prosperous and successful. it would make me extremely happy if your achievements in life and prosperity were to surpass mine. had no honor. There’s no time in my life for those petty intrigues and jealousy. then why do so many people dedicate so much energy attacking wealthy people as if we’ve done something wrong by getting here? Think about it. we should all thrill in other people’s successes. Nothing would please me more than if you were to read this book and. television and literature wealthy people seem to always be portrayed as scheming. Support them. . I believe your mind begins to grow stronger something like an athlete exercising. In Titanic we saw poor Leonardo DiCaprio partying down with the funloving virtuous ‘good people’ down in steerage while that evil rich bastard so-sadistically well played by Billy Zane was doing despicable and rotten things…as in he couldn’t be trusted. The executive mind learns to go with instinct in most situations. In the movies. become extremely wealthy. conniving and devious…downright evil people. The best example might be the programming most of us were exposed to in the movie Titanic. Make a decision. I’ll celebrate your success and will be enthusiastically happy for you when you have it.

If people of a particular religion or group exclude me as a person.” Everyone is just trying to be happy. I’d developed an extensive. It was a major mind shift for me when I made a conscious decision to evaluate each individual I meet on his or her own personal qualities and values instead of seeing them as part of a larger group. This was among my most difficult challenges. every religion. I’ve learned to celebrate everyone’s victories and to reach out to them. and every nationality. no matter what race they happen to belong to themselves. Sometimes when I am making a judgmental decision about someone. My newfound desire for tolerance is all about genuinely giving everyone a chance as an individual. religions and nationalities. Prejudice and intolerance is a major roadblock on the road to riches. . When you catch yourself taking unreasonable shots at wealthy people. Now. remember this. I have learned to despise racists. they’re only doing what you’d love to be able to do yourself. If life is truly a bucket of crabs. There are losers in every group. When I first began to see every person as a unique individual. I still have no use for wimps and whiners and losers of any description. See Each Person as an Individual I’ve had to change many things about myself in my quest for success. I just look at them and think to myself.Politicians have a field day with their Tax the Wealthy platforms. It usually makes me angry when people tend to be clannish. they’re picking your pocket. while. at the same time. no matter what their race. This was really hard for me. Religious zealots try to make you feel guilty for having it. You’ll never reach the lofty levels of personal prosperity if you are continually wasting positive energy by negatively pulling other people down. nationality or group. In other words. you have to be able to interact with a broad variety of different people of different races. Most of us generally have a tendency to dislike people who dislike us. every race. and I can’t begrudge them the opportunity to go for it. instead of blindly categorizing him or her by stereotype as part of a group. nationality or religion happens to be. “They’re just doing the best they can. and. try not to become one of them. it was one of the most important revelations of my life. Growing up in Jacksonville. not as part of a race. I’d even developed priority categories of which kind of people I liked less than other kinds. long laundry list of exactly what type of people I didn’t like. don’t get me wrong. I have a big problem with that. I still reserve the right to dislike people who have criminal values. We live in a diverse world. whether you like it like it not. It’s an essential element of The Equation.

some major corporation. In today’s world chances are you’ll never be prosperous or successful if you’ve built walls between you and other people.. The bottom line is all about the bottom line. just announced plans to lay off hundreds or even thousands of people. I will respect your dreams and your lifestyle. click on the business section. I get up every morning feeling alive and free. They’re actually amazed to find out I have friends from foreign countries. There’s nothing wrong with anyone choosing to be any way they want to be as long as they respect my right not to be like them. Until you’re able to crash through your personal barriers. Dedicate all of your energy toward positive goals eliminating barriers and distractions. I wish you the absolute best. other races and other cultures. A simple philosophy left over from the seventies still guides my judgment. If your personal paradigm involves intolerance. right? Turn on the television at six o’clock. I have developed friendships and business relationships with all types of people. you’ll never be able to move on to achieve the greater levels of success. You must force your mind open and make a sincere commitment to understand where other people are coming from and to see every situation in life from their point of view.. Read Business Week Magazine or Time or Newsweek. As long as you stay out of my way! I have many personal friends who fall into some of the categories and mentalities I’m describing in this book. Reach out and embrace diversity and you’ll find out those people are really not much different than you are. Clinging to a Retirement Dream Right now. Let me be who I am and. I want you to stop. put the book down…go out and pick up this morning’s newspaper…or go to the electronic version on the internet.You have the right to do whatever you want as long as it doesn’t interfere with the rights of others. Get Out of My Way! I sincerely hope everyone in the world gets everything they want out of their lives. Now. in return. It really doesn’t matter what day it is. no matter who you are. somewhere.Prejudice is destructive. I am totally in charge of my destiny. The one thing most of those laid-off people have in common is they trusted and depended on their company . Many of the people who knew me thirty years ago are still solidly stuck in their old paradigms. It holds you back and limits opportunities. My wish is for your life to turn out exactly the way you want it to be. you’ll never advance to the highest levels of The Prosperity Equation. My sincere and heartfelt desire is for you to have everything you’ve ever wished for. the news is the same.

entrepreneurism. The article in Fortune appeared to be well researched (most of their stuff is highly credible) and their conclusions made sense to the informed mind. The Only Thing You Can Count on is Yourself My father gave thirty-four years of his life to the United States Navy in . John McDorman. the youth of today rapidly find themselves becoming the 50 year-olds of tomorrow…and. here they find themselves downsized and discarded. Sure there are laws but there are just as many ways for corporations to get around the laws under the guise of legitimate business purposes. The author(s) quoted an outplacement job counselor from Dallas. Texas. The one thing in that article that jumped off of the pages and grabbed me by the throat was on the last page. Most of these people don’t have a Plan B. middle-aged. The title of the article was…‘50 and Fired’. Unfortunately. an article in Fortune Magazine rocked my world. it happens suddenly. and starting over. seasoned professionals when cuts and layoffs happen. bitter. Recently. Laid-off. Corporations throw away people as if they were discarding old dishrags. laid-off. In today’s environment it appears that youth will prevail over time-proven. They have what I describe as a retirement mentality. Rapidly changing technology being integrated into the workplace definitely gives them the edge. no matter how solid your resume’ and track record appears to be. trust me. In other words. out-ofwork. Downsized and Discarded One of life’s greatest human tragedies is the laid-off executive who relied on his/her education and the years they invested with the company to get them through all of the way to the end of their life. chances are you’ll not find a replacement position. His recommendation was for these corporate executives to consider abandoning their job searches and investigate the possibility of acquiring or starting their own business. in the trenches.and their government to take care of them for the rest of their lives. that being said I have become a student of everything associated with ground level. Now. Well. I subscribe to literally every magazine and E-zine associated with starting or growing an entrepreneurial business. A core philosophy essential to The Equation is to saturate your mind with success. Fortune dedicated eight pages of the magazine to detailing how older workers in today’s society are usually laid off first and why most of them find themselves involuntarily permanently retired.

That’s when I first began to solidify the philosophy. People looking for security and guaranteed retirement in today’s world are probably going to suffer major disappointments. They will go to their graves bitter. Life is about to become very difficult for many of those who were born in the forties. broke. Once again. it’s . guess what folks? My generation is waking up to the realization that most of us are going to be totally screwed. neither the employees nor the employers view their employment contract as a lifelong relationship. Young people today are faced with dwindling opportunities in the job market. It’s a fact the individual standard of living in The United States has separated our society into two classes. and disillusioned. the choices appear to be obvious. There’s No Security There are no guarantees in life. Just last week I read an article predicting a record 1. I made a decision. still blaming their company and their government for not taking better care of them.S. a Baby Boomer. The middle-class is rapidly disappearing. fifties and sixties. highly profitable business now…or learn to supersize fries.4 million Americans will declare personal bankruptcy in this coming year. It probably won’t be there for you. Politicians have gutted the Social Security fund. most of the work force will consists of people in their late twenties through their early forties…Generation X employees…these people can expect to experience multiple job changes over the course of their lifetime. chances are the retirement income you were counting on will never materialize. I envision many of my lifelong friends living out their final years in poverty.there’s no external security. Even if you’re young and optimistic. That’s why it makes so much sense for younger people to grab hold of their destiny and start planning to own their own business now. But in truth. In the modern workforce. This unit is self-sufficient. For most of the people who are still running in the twenty-first century rat race. Don’t count on Social Security.. Here in the early years of the new millennium. I am a fifty-nine year old man. In his twilight years those promises were broken repeatedly as Congress chipped away at earned military retirement benefits. You must take control of your destiny. Government. it’s going to be a bumpy ride. you can either start your own. They’ve borrowed trillions against your money to fund other programs..return for promises and covenants made to him by the U. We’ve seen our corporations and our government continuing to export the best jobs to foreign countries. There isn’t enough money to retire and the government will not be able to support you. Well.

. Take a tai-chi course at the Junior College or something. put the book down and go fishing. My ultimate goal is to die on the speaker’s platform during a wild standing ovation from four thousand cheering people directly after I performed the most magnificent speech of my entire career. You’re going to have a massive heart attack. starting your own business is a probably a bad idea anyway. Relax. There are those people who may be content to retire and get a part-time job handing out the carts at Wal-Mart. Some of us are destined to grab for the golden ring while others are destined to play shuffleboard at the home. or four more.. go for it. I suppose that’s a beautiful thing too. “Everything!” Personally. I’ll never retire. It all boils down to priorities.their own fault because they never grabbed for the wheel and took control of steering their own destiny. a weird confused look will appear on my contorted face…I’ll grab my chest and go…“Argh-gh-gh-gh”…my eyes will roll up in my head . if that’s what you want. taking bows.. suddenly. Me. Ziegler. Don’t do it! This isn’t for you. I intend to die while I’m still making a significant difference. a stroke. People who genuinely love what they do would never want to retire. then I’ll fall straight backwards. The very concept of retirement horrifies me. I prefer to die working. if I really wanted another one. I already have a Gold Watch and. sitting around waiting for death. I’m having too much fun.. smiling. waving at the crowd. soaking up the applause and then. What a repulsive idea. If you’ve got a retirement mentality. or two.thud…one last wheezy exhale and then…curtains…the end! I intend to go out with style. Retirement is only a goal for bored people who hate their work. One thing you can be sure of is I’ll be alive until the very moment I die. then I’d just go out and buy one. vibrant and alive rather than to die miserable. HSG People often ask me. CSP. or a nervous breakdown or something. I’ll be up there standing on the speaker’s platform. Retire? Never! I fully intend to die on the speaker’s platform ----James A. Personally. Vacation Mentality Have you been infected with the disease I call the vacation mentality? . “What do you like to do for fun?” I always answer. or three. Well.

Many businesses fail because brand new entrepreneurs were not mentally or emotionally prepared for uncertainty and insecurity. CSP. or the advancement opportunities. All I’m saying is don’t preoccupy yourself with frivolity. “Those people who are always telling me to stop and smell the roses probably can’t afford to buy any damn roses. Every Friday by two o’clock. Entrepreneurs are driven people. I’ve had the opportunity to observe many people during their less guarded moments. If you’re preparing to start a business of your own. the Crabs in your life have one goal. What Motivates You? As a manager and later. Believe me. Vacation mentality people always show up late and leave early. That’s certainly not an entrepreneurial or business owner’s mindset. and it is to drag you down to their level so they can justify to themselves their own lack of success. It never ceases to amaze me when I’m interviewing prospective employees to work for my company just how many people have no drive whatsoever. author and public speaker. and intellectually incapable of ever attaining it. as a business owner. the money. do you have the courage to examine your motives? This is experience talking now. HSG 1982— Have you ever noticed the overwhelming majority of people who are lecturing you about ‘money isn’t everything’ don’t have any? Remember this. if you’re one of those people who are continually planning your next vacation. emotionally. they’re already down the road off for the weekend. They’re still lobbying for the four-day workweek. Ziegler. Yes. Vacation mentality people are always looking for a day off and can hardly wait for five o’clock to roll around. Those . The overwhelming majority of people who put down wealth don’t have it…they never will have it…and they are mentally.” ---James A. whatever you are doing right now is probably a whole hell of a lot easier than starting and running your own business.If you live to play. forget it! People with an employee mindset spend more time planning their weekends than they do planning their lives. I immediately eliminate applicants when they inquire about how much time off they’re going to get before they ask questions about the position. there’s a time to party down. Never take financial advice from people who don’t have any. I’ve known many people who just jump out there and start a business because they think it’s going to be easy.

I can usually categorize just about everyone’s personality into to one of these niches. In my experience. Regardless. pawnbrokers and ghetto loan sharks. and they went into it for all of the wrong reasons from the offset. In fact. It takes a certain type of person. Through the years of interacting with my fellow human beings in assorted situations and circumstances. People who really are money motivated are the scum of the earth. Money Motivated People Money motivated people are life’s bottom feeders. I’ve developed a reputation among my clients for being a ‘quick read’. I’ve often heard sales managers say they wish they could hire more sales representatives who are more money motivated. They weren’t prepared. The first bump in the road was devastating for them. talk to a few employees. and no loyalty. ask a couple of questions and then turn around and immediately suggest dramatic changes in the way they do business.. no sense of honor. the qualities they should be looking for in their . What this means is I can literally walk through someone’s company. they didn’t have the right temperament. These people make excellent hookers. I have developed the nasty habit of categorizing everyone I meet. to some degree. To me. Of course. no depth. Read this next chapter with a fully opened mind and see if you can spot yourself and some of the other supporting actors in your life. look at a few situations. They lack ethics and moral values. this chapter should be insightful when you are dealing with others. Owning your own business and being your own boss is not for everyone. So they write it into their script and make sure they live their lives in such a way as to fit the fate of the character they have created for themselves. money motivated people are life’s losers. Sometimes the other supporting actors in their lives convince them their character is doomed to fail in life. money is important but it’s just one of the ways winners keep score.. I’m paid an incredible amount of money because I possess this talent. As a professional business consultant. stuffing them into one box or another. Are you money motivated? I certainly hope not.things go with the territory. You can never trust them. they don’t really mean money motivated. Everyone. They assume the role in life of trying to become who they think they are and who they think they’re supposed to be. spends their entire life portraying themselves to others as if they were actors in a stage play. They’ve got no character. if you buy into my observations about this or not. After I have gotten to know them.

I am only pointing out the obvious. They also rate very low on my respect meter. They dance to their own music. public applause. Leadership Motivated People Of course you might be one of those leadership motivated people. Recognition motivated people are the exact opposite of money motivated people.applicants should center on achievement oriented people. Maybe you’re one of those intellectuals who wear Birkenstocks with shorts and socks. all you need to be completely happy is to be in charge. Everyone has encountered these stuffed shirt personalities who believe their title alone makes him or her out to be somebody important. It’s something about which side of the brain their life is operating out of. If this is the way they’ve chosen to live their lives. There is clearly a need in this world for the artists and the entertainers. If you are truly leadership motivated. Anyway. I don’t have anything . I’m in total accord with them. When I am discussing recognition motivated people. Throw ‘em a few bones and they’re happy. Everyone needs some recognition for his or her accomplishments and achievements. This is a close relative of that recognition motivated wimp I described in the previous paragraph. Give her a pat on the head. Recognition motivated people have a desperate need to be featured in the spotlight and prefer a pat on the back. you might be one of those artsy-craftsy folks. The most notable example of a leadership motivated personality that immediately springs to mind is Deputy Barney Fife of Mayberry. and throw her a few bones and she’s happy. Recognition motivated people make great volunteers. Many people choose to be creativity motivated. rub her stomach. I am talking about those people who prefer to be poorly paid big shots and authority despots. Most recognition motivated people began their quest for acceptance back in elementary school when they first volunteered to become Hall Monitors and School Crossing Guards. Successful and prosperous people need positive feedback. Creativity Motivated People Of course. They’d prefer a title on their business card or a management promotion instead of a financial reward. They rarely make good business people. Recognition Motivated People A Labrador Retriever is recognition motivated. and an honorable mention in the newspaper. I sincerely love these people! It’s perfectly wonderful.

HSG--Success Motivated People Maybe. But. Well…let me hit you with one of my favorite original ‘Zieglerisms’ from my speeches and seminars… “Average is the exact point where ‘sucks’ begins. A strong work ethic is essential. Success motivated people will have the money. they start to recite statistics or refer to any documentation they can find to prove their performance is ‘average’. Success motivated people are true leaders because success draws others to you. idealistic. it has also been my experience that martyrs don’t usually fit into the entrepreneurial profile either. Ziegler. Maybe you’re personally prepared to sacrifice your whole life for a cause or an organization or a charity. Whenever you suggest they could do better. just maybe. Of course. Average people The most pitiful examples of people who choose to be predestined to failure are those people who are satisfied and justified by the fact that they’re average. I would never put you down for dedicating your life to a noble cause. They’re totally focused on goals and principles. looked up to and . frustrated.” “Average is the exact point where ‘sucks’ begins. allow me to ask you a question? “Why in the Hell did you buy this book?” As a footnote here. and the quality time those other shallow. There’s no vacation mentality spoken here. There’s even a little artistic side to them because you must be extremely creative to achieve. They’ve no time to become ensnared in petty intrigues and other insignificant distractions in their lives. many people are philosophic. Success motivated people have strong ethics and morals. They’re always reaching out and helping others to achieve. if that’s where you’re coming from. ideals and loyalty. you might be one of those rare success motivated individuals who have the drive. success motivated people are the leaders. CSP. personalities only dream about. Well God bless you.against them and many of them actually do become wealthy. the ambition and the talent to succeed. And. as you may have already guessed. Success motivated people are naturally charitable and giving. They just don’t fit into the entrepreneurial profile described in this forum. and artistic.” ---James A. the recognition. They’ll be the first to tell you there are more important things in life than money and success and all of those things I live and breathe every day of my life.

Our public institutions train children to become just . one-on-one. CSP. A cave man wakes up at the first light of dawn.recognized by others. poverty is not a virtue and being poor is not noble. From birth they were taught to survive in a hostile. He looks down at his family still sleeping near the smoldering ashes of last night’s fire. And yes. I feel our young people are being systematically deprogrammed. They were in competition with nature and the elements as well as other tribes. And. We know they were forced to be at the top of their game every day just to survive. He slings his heavy club over his shoulder and walks out of the cave to meet the rising sun with these words on lips… “Today I am going to kill something!” Sometimes you eat the bear. I’m not putting down poor people.. they’re artistic and imaginative. Every morning when I first wake up and look in the mirror. My personal opinion of the public school system is admittedly negative. Close your eyes for just a moment and picture this…Planet Earth several million years ago. It’s a basic survival thing. Now please. I always show up with my game face on…if I’m in the game I came to win.. Competition Motivated People Successful people are competitive by nature. don’t misinterpret what I’m trying to say here. worse yet. The best way to help the poor is not by supporting them for the rest of their lives or.sometimes the bear eats you Of course that was way back there at a time when man really was a hunter…a time when the animals actually did have a sporting chance.” I always show up to play with my ‘game face’ on. We have strong evidence that early man bartered and traded. by becoming one of them. face-to-face. competitive world. I clearly make a distinction in my mind and I am always ready to help those who truly are in need. There was always a possibility he would come home with nothing and his family would not eat. yes I do have compassion and there’s charity in my heart. ---James A. alone with myself. Cavemen and cavewomen were entrepreneurs out of necessity. HSG December 2006--A person’s competitive nature is a fundamental human instinct. Cavemen had to be faster and smarter than the prey and there was always the risk he would end up becoming prey himself. Excuse me. Ziegler. Remember. Real winners in life are sensitive and caring about those who have less. I look into my own eyes and remind myself …“Today I’m going to win.

I would not be able to express these thoughts on paper today. We reward conformity and punish individuality.. They have a natural capacity for thinking big. when my son. Tee-Ball is beginner’s baseball for five and six year-old children (mostly boys). invisible and totally indestructible. I remember. Small children have incredible imaginations with absolutely no capacity to envision they could possibly fail at anything. at least. are the box. Truthfully. the little kid stands at the plate and hits a ball off of a tee. children are not yet completely focused and. I’ll readily admit there are many wonderful. We aggressively systematically reprogram their minds replacing curiosity with mediocrity. they tend to be somewhat uncoordinated. this is The United States of America. and other assorted institutional Crabs who are beating down their imaginations and killing their dreams. I submit to you that our schools. and. one might guess. Tee-Ball is one of those events where young kids are supposed to begin to learn skills and teamwork and the importance of winning. was playing Tee-Ball. They rule their tiny kingdoms with absolute power. Schools are the Box Several times I’ve mentioned the conceptual idea of thinking outside of the box. If you don’t have children. Many of these teachers are power-hungry tyrants with severe personal issues. Despite the fact many schoolteachers are dedicated and professional. Those games are hilarious. Beginning in Kindergarten we teach uniformity and complacency instead of innovation and creativity.systematically assassinating young competitive spirits. professional teachers out there who really do care. once again. there are ever so many more that are inept. Our ‘alleged’ educational system injects our children with ever-larger doses of conformity. if one of the kids were to hit the ball directly to the pitcher. years ago. Instead of having a pitcher. here’s an example to illustrate the point. apathetic and unqualified.another ant on the anthill. the teachers. especially our universities. we are born competitors with a history of winning. Of course. Zachary. Children are born fearless. I would never condemn the work of all of the teaching professionals. . the kid who stands where a pitcher would have been if there was a pitcher. Excuse me. it would probably be an infield homerun.. At that age. It’s the adults. assuming they’re bulletproof. or. Okay. Our children are treated like prisoners in a penitentiary with unreasonable little nit-picky rules and inane teachers who lack the ability to communicate on an adult level. Were it not for the patience and the dedication of some really great teachers. as Americans.

. They’re systematically programmed to accept that losing is okay. He even gave a trophy to the little kid who urinated right in the middle of center field during a Saturday game. I’m sorry. I interpreted this message we were sending to the kids to mean. Watching the coach give that particular little kid a trophy sent me into orbit. maybe you’re right. they threw this big pool party for the team at the end of the season. We’re talking about the same little kid who liked to sit in center field during a game and fill his glove up with dirt and throw it up in the air. No one kept score because we didn’t want to embarrass the little loser kids. I never will understand the concept of rewarding losers just because they showed up. everyone said his or her good-byes until next season. They’ll never realize the feeling of exhilaration for being a winner at anything. I just don’t get it. take this anyway you want. he urinated right in front of all of the parents and spectators. still losing and still expecting a free trophy... You will rarely ever see me as angry as I was on that occasion. Basically. What kind of message is that? Did that child learn anything about teamwork or winning? Twenty years later he’ll show up in the work force. He certainly deserved his trophy. You heard me. My kid was a fairly good little Tee-Ball player. a few years later. Excuse me. well.little loser kids don’t deserve a trophy.. I really don’t care.” It’s sad. That’s the way we raise them these days. If you’ve ever wondered why more and more kids today appear to be low achievers. All of the little kids and their parents showed up and had hot dogs and Cokes® and party games. “We endorse losing. Could it be because they’ve never been taught to respect winning? Is it any wonder so few people develop the entrepreneurial mindset? Then again. Then the coach gathered up the team one last time and conducted a little ceremony where he said something memorable about each one of the kids…and then he gave each kid on the team a trophy. These kids will go through life with minimal accomplishments.that’s the way I pictured it. Did you ever wonder why so many young people aren’t able to function in today’s society? They’re not being taught pride in personal achievement and personal accomplishment. But why were we giving a trophy to this little kid? I’m sorry. aiming at low goals. still goofing off. Well. the year Zach played. I refused to let Zach play soccer in the community soccer league because some of the mothers had gotten together and voted not to keep score during the games. he worked hard and practiced a lot to earn it..

they came from a place where they didn’t have this abundance of freedom and opportunities. Zachary. Could it be the reason they have a statistically greater probability of success is perhaps because so many of them have known hardship and suppression. I have taught my son to have heart.An immigrant coming to this country has an overwhelming statistical edge over those of us who were born here? I read somewhere that immigrants have a 72% greater probability of becoming a millionaire than a native born American Citizen. is every time he ever attempted it. much less four times. men and women. Sometimes it may be more than two hours after you signed up initially before you even get a shot at it. extremely difficult rock-climbing wall. a big store in the big new mall near my home. I Climbed the Wall. They gave him a tee shirt that says. The Rock Climbing Wall There’s one of those new Mega-Superstore Sporting Equipment places. just maybe. In my Prosperity Seminars. who were physically able. Every Saturday. by the way. one of his proudest possessions. Zach was not particularly athletic then but strength alone is not what gets you to the top. I try to get people to see the value of raising children to appreciate entrepreneurial values. One after another. He willed his way to the top when others gave up. but they weren’t committed enough and their character was not strong enough to get there. boys and girls. My son got to the top of the wall four times because there was no other option in his mind but to make it all the way. They could have done it but they gave up. wherever they came from only the winners got the trophies. fiftytwo weeks a year. Maybe. very few people make it even half way up before they become fatigued. they fall off of the wall and are lowered down by their safety harnesses. Eagle Scout I’m fairly certain most of you are not going to lay this book down right now and run out and join the Scouts. If you have children. There are many activities . They’ve got this really challenging. I would doubt if even one person out of fifty who sets out to climb the wall ever makes it to top even once in their lifetime. Maybe. There were many people who made an attempt to do it. When he was only twelve years old I’m proud to say my son. Maybe they don’t expect to be rewarded for failure or average performance. made it to the top of the wall and rung the bell at the top on four different occasions. I strongly advise you to get them involved in Scouting. there are dozens of people waiting in line to challenge the wall. which. Young kids and adults. Maybe they’re aggressively building their futures and working hard instead of waiting around for something to be given to them. That shirt was like a trophy. He wore it until it virtually fell apart.

some of our greatest leaders. I am proud to be associated with this often maligned fraternity of achievers. some of the wealthiest and most successful people of our time. now is the time to start developing their minds and attitudes. And when the ball sailed over the right field fence the crowd went wild. “How many of you were in scouting when you were a kid?” On occasion maybe as many as twenty men will raise their hands. Scouting taught me some of the most valuable. many people get into Scouting when they are young but very few see it all of the way to the goal. Today. It is the essential ingredient to winning. becoming an Eagle Scout was one of my allconsuming goals. Whether it’s Scouting or any other ‘achievement oriented’ activity. even back when I was a young teenager Scouting was considered nerdy and un-cool in many circles. Ross Perot. As I often tell my audiences. He called his shot. I still list the fact I am an Eagle Scout very high on my resume’ as one of my life’s proudest accomplishments. For me it was The Scouts. The values of honor and integrity are at the heart of the Scouting philosophy. there will always be non-achievers who feel threatened and will ridicule those who go for it.and organizations which will prepare children to develop focus and character. you can bet your life I came to . you know what? I see many of those same kids today…grown up now…and I also see how their lives have turned out. Gerald Ford and many others. They say the great Babe Ruth stepped to the plate and pointed to the right field fence. Sam Walton. When I was a kid. If you have children. But. I am the last gladiator. were also Eagle Scouts. When you see me in the game. You see. Attitude is everything. Sometimes during my seminars I’ll ask for a show of hands. Then I’ll ask the follow up question… “How many of you achieved the rank of Eagle Scout?” At that point it is rare that even one hand will remain raised. To me Scouting is a blueprint and a foundation for successful living. Personally. The Last Gladiator Most of us have heard the legend about Babe Ruth and the called shot. Peer pressure was against it. enduring lessons of my entire life. Winning is important. I’m a competitor. Yes.

I’d have to be skeptical myself. I’ve seen every one of the Rocky movies at least a zillion times and still. Prosperity is Spiritual . None of this will make sense to you until you realize that Prosperity means more than money and material wealth. you must have a relationship with God before you can unlock the vault. I love winners. In the movie Adrian (Rocky’s wife) is waking up.win. The Rocky theme music is playing and here I am. If I don’t win.” Imagine that. Eerie! I have to believe this is an omen. just as I was writing this chapter about winning and competition. The television playing in the background across the room here in my office is tuned to the TBS Super Station. I play everything in my life that way. If I were reading this. many rich people do not have a relationship with God. doing one-arm pushups and running through the streets of Philadelphia. This is the same incredible feeling I always feel when it gets to this part of the movie. but right now. You know. Stop the presses! Wow! This is absolutely ironic. this is not something I am putting into the book just to make it more colorful. a requirement. Competition is total commitment to winning. It’s a basic nonnegotiable element in The Equation. lifting weights. Winning feels good! Know God If you’re ever going to be truly prosperous. as I am writing these words. It’s a Sunday afternoon here in Atlanta as I am writing these words. Right now. I’m still watching the movie as Rocky is training. Of all of the movies that could possibly enhance the mood as I am writing a chapter about the importance of winning and the competitive spirit. it’s okay as long as I know I went for it. They’ve just seen their new son for the first time and then she asked Rocky to come closer and she looked into his eyes and said… “I want you to win. tears are rolling down my face and I’m laughing out loud. Something incredible just happened as I was writing this chapter. Rocky II comes on the television and Adrian tells Rocky to go for it. This is really happening. you’ve got to believe in a power bigger than yourself. just coming out of a coma in the hospital. but I swear to you. You may not tend to believe what I am about to write. at this very moment. Yes. Part of The Prosperity Equation is to live with intensity. it’s true. Here’s where it becomes surreal. it never ceases to affect me this way. The movie Rocky II is playing. in front of the wordprocessor. emotionally involved…cheering and laughing out loud. This concept is a key philosophy. Rocky II has got to be the epitome of metaphors. this may sound funny to you. sitting at my desk. especially underdogs. eyebrow raised.

For the first twenty-five years of His life. all-seeing. If you are to ever become totally successful and prosperous. you’ll notice only one servant was punished. Regardless of your religion. there are thousands of different religions and beliefs. sanctimonious crowd of modern day Pharisees trying to sell the rest of us to buy-in on the guilt trip that there’s something unholy. The Equation Demands Tolerance and Respect for the Beliefs of Others In order to receive unlimited abundance and true prosperity. If you’ve ever visited the Holy Land. you have to respect others right to believe in whatever they choose without interference. Personally. I’m told Jesus was a carpenter. whether you are a Christian. Religion is the creation of men and is the result of men’s schemes and attempts to dominate and control other men (women). in The Parable of the Talents. If you are to truly enjoy the freedom of religion. In this complex and diverse world. If you read the New Testament Bible. I will never interfere with your right to believe or not to believe in whatever you choose and I demand you respect my right to believe and live according to my beliefs. all-powerful. I speak with my God every day. I could not envision my God. There’s no doubt in my mind God expects us to prosper. unfortunately. I believe it’s probably all about the same God anyway. the all-knowing. Jesus. you must believe everything you have and everything you accomplish are gifts from your God. I’ve got some severe credibility problems believing my God would have ever selected the fat little money-grubbing redneck with the bad hairpiece and the fat old lady with pink hair wearing too much makeup to be His television representatives on here on Earth. sacrilegious or un-Christian about becoming a financial success. You must accept as truth that God gave you the ability to think and reason. It’s a shame to think men have created so many different religions in an attempt to separate and control each other but. It’s always frustrating to see and hear the same old tired. that’s the way I see it. you may have noticed there is a very noticeable scarcity of trees in that part of the world. or of any other faith. I choose to be a Methodist but no matter what your religion is. I am saying you must believe in something. all-loving God would have created all of these different religions. which was among the ultimate high-tech professions of the day. Personally. there must be a higher source in your life. the one who buried his talent and did not increase his wealth. a Jew. the carpenter. the Supreme Being. a Muslim. was most likely a highly paid professional…a .I believe everyone has to have a fundamental Spiritual Base. There is a God.

businessman. He probably sold his work and He even negotiated deals as He conducted the family business. This short chapter is the only reference I will make to religion because I believe your beliefs are personal to you. I’m positive you didn’t buy this book to receive a sermon about my religion, so I won’t give you one. Suffice to say, I don’t believe you’ll ever be truly prosperous without God and the ‘spiritual connection’ to The Prosperity Equation. I couldn’t write this book without saying this. It needed to be said…I said it…and that’s that. Now, let’s move on. Have a Lasting and Meaningful Relationship If you’re just doing this by yourself, for yourself, and only for and by yourself, it won’t really mean anything to you when you finally get there. A stable relationship is a key element as we piece together the puzzle. This is actually the one piece of puzzle most people overlook. A meaningful relationship with another person is essential to realizing the full payout of The Prosperity Equation. Sure, I was already well on the way to becoming successful before I met my wife, but the real wealth and prosperity came later. You see it’s possible to be wealthy without ever becoming prosperous. All of my personal victories, my personal celebrity, and all of my business successes have been influenced by my relationship with my wife, Debbie. Every day as I live and breathe I’m building a legacy for my son, Zachary. My greatest treasure in this physical plane doesn’t end with the fact I love them; but it also lies in the fact that I am loved and appreciated by them. The elation and euphoria driving my life is rooted in the fact I have them to share it all with. A person’s personal legacy that lives on after they’ve died is more than just ego; it’s passing on the spirit of who you were and what you stood for. Certainly there have been many people throughout history who’ve achieved riches and substantial material wealth without having a family or any kind of a significant relationship. You don’t have to be loved if your goal is simply to become rich. Remember, Scrooge’s wealth never made him happy until he shared it with people he cared about. Financial prosperity…money…is just one of the pieces of the puzzle. Prosperity is a total package. It’s possible to have wealth without having prosperity. Wealth is only an ingredient. Prosperity also requires love. Work Ethic Time management, discipline, intensity and focus; these are basic elements of the Equation. As I mentioned at the very beginning, when you first picked up this book and opened it, at the exact point where the relationship between us (you and I) was just beginning; this book is

written for those people who are willing to do those things others are not willing to do to get what they say they want. In my experience most of the people who say they want to be wealthy, in reality, are not willing to pay the price. Work Ethic is one of the four basic cornerstone pillars of prosperity. We are living in a world where losers are looking for instant wealth, instant success, and instant happiness with no investment of time or energy on their part. In my experience, they’re not willing to work as hard or as long as it takes. Achieving prosperity and an abundant lifestyle requires dedication and sacrifice. Most people would rather wish upon a lottery ticket than to take their destiny into their own hands. Prosperity is about a solid, well-defined philosophy and a winning mindset. If you’re not Success Motivated or Achievement Motivated, don’t waste your time dreaming about financial independence. Go home and get some rest! You’ve got a clock to punch in the morning. Cheer up! The weekend is right around the corner. What the heck, maybe, just maybe, if you still have the receipt, you might be able to talk someone into giving you a refund on this book or audio set. Unless you’ve read the first part of this book with an objective mind, you’ll never be able to grasp the mechanics of prosperity and personal wealth, which I am about to outline in the other parts. Success is more about the philosophy and the mindset than it is about the mechanical techniques for attaining wealth.

Part Two: The Prosperity Equation My Story This is a rags to riches story, from the beginning to the present. Part two of The Prosperity Equation is my personal story of how a street tough kid from the Westside of Jacksonville busted out of a bad situation and built three corporations making a fortune. In the pages ahead I’ve attempted to recreate the emotions in the words. There are many lessons hidden inside of the stories about the traps and pitfalls you’ll encounter as you travel along the road to wealth. From the humble beginnings to the heady elation of success, from the celebration of accomplishment to the sobering downfall, then climbing back up out of the abyss; my story is filled with the kind of personal adventures only a real entrepreneur could ever appreciate. This is the story of how we built the companies. Broke, Divorced and Angry April 28th, 1982. I was broke…I was divorced…and I was angry. I was quietly sneaking out of my apartment in the middle of the night three days before the rent was due…packing my every Earthly possession into my old 1973 buy-here, pay-here car…the car I was making weekly payments on because my credit was ruined. I wrapped the mattress and box springs in clear plastic and tied them to the roof…got in the car and, once I put it in ‘drive’ I never looked back. Appropriately enough, it was a dark, ugly, night. Here I was barreling up I-75 through the cold, drizzling rain heading into the unknown at seventy miles an hour. Depressed and lonely; my life was swirling down the toilet. With less than four hundred dollars to my name, I was leaving my home in Jacksonville, Florida, the city where I grew up…leaving behind lifelong friends and family, some great memories and some bad memories. Whether it was a good thing or a bad thing, I was headed for a place where I had no past. Headed for Atlanta, a place I had only visited once in my life, the adventure was beginning. The car radio didn’t work so I had a lot of time to think. My only motivation was escape. I was operating on instinct driven by desolation and desperation. It couldn’t be any worse than this. The idea of Atlanta represented hope and optimism...a new start. Here I was thirty-five years old, on rock bottom, starting over again…again. Starting Over Again… Again The memory is crystal clear…as if it were yesterday. It was a seven-hour ordeal driving from Jacksonville to Atlanta. Coffee stains were splattered all over the front of my formerly white tee shirt. I used to smoke

It took control of my life and directed my destiny. and even now I can still vividly see myself rooting around in the overflowing ashtray. “I will be a success. working my mind into rage. I swore “I will never find myself in this position again. on top of everything else. a proclamation of determination roaring in my mind.” That powerful mantra kept reverberating through my mind.” I repeated all of these statements to myself until they became an anthem. This must be the bottom. The Power of Affirmations That night. “Being poor sucks! I’ve tried it several times…gave it a fair shot and I . First of all. I kept repeating that to myself…“Never again!” From that inner rage came the first decision. It was sprinkling rain just hard enough to streak up the windshield every time I tried to use the wipers. the windshield kept fogging up. “I will study my profession (sales and marketing) as surely as if I were studying for a Masters Degree in any other profession.” I arrived in Atlanta broke and disillusioned and within five years I was a millionaire. alone and saturated with solitude. carefully picking out the longest. feeling and passion.” As I will say many times. When I turned them off it was raining too hard to see without them and. As I became angrier and more disgusted. I first made those incredibly powerful decisions that have dramatically impacted and affected the rest of my life…decisions that transformed my existence into a prosperous lifestyle. freshest ones first. relighting and smoking cigarette butts. The second decision I made that evening was even more powerful than the first. in many ways throughout this text. It couldn’t get any worse than this. I held some highly emotional one-on-one discussions with myself. The most important professional decision I have ever made in my entire life (until now anyway)… I said these words over and over again with escalating intensity. success is a conscious decision.cigarettes back in those days. which was… “I will be a success. As I became increasingly angrier about my situation. I was one miserable human being. Every little event in my life had become a major irritation magnified a thousand times in intensity…every little setback increased my frustration.

. I’d never built a foundation of sustained success. and as a record-breaking salesman. If you are afraid of sales and marketing or unwilling to tackle these challenges. In those early years I had been a nationally known radio announcer and Promotions Director for one of the largest radio stations in the country. honestly want to become rich. constantly reprogramming my mind and attitude. There were eight lanes of bumper-to-bumper traffic moving in both directions. If I was ever going to climb out of this hole I’d dug for myself I was going to need a new environment. at seventy-five miles an hour. like so many people I’ve known throughout the years. All of those experiences contributed to my later and future successes.flying high and then plummeting back to earth. I could feel an adrenaline rush throbbing at my temples. Sell Something If you’re ever going to be rich. It wasn’t like I had never been a success in the past.didn’t like it! And I swear this will never happen to me again. If you blurred your eyes you’d swear it was Jed Clampett blowing into town. Telling myself. bumper-to-bumper. Arriving in Atlanta in the heart of the morning rush hour. just as the sun was coming up over the skyline. over and over again. There I was driving this old beat up car…smoke pouring out both exhausts…with the mattresses tied to the roof. then you’ve got to be able to sell something. you must remove the negative people from your life. I could feel its pulse. even unobtainable for you. chances are you will find prosperity is elusive. I had never seen anything like this. Something told me my dreams were about to come true. I was going to build something solid. really. This city was alive…fast-paced and dynamic. Obsessed with Success Determined to become wealthy now. This was going to be magic. This time it was going to be different. This time success was going to last. But. I was constantly thinking about success and prosperity…driven with a new laser-focused intensity. My life was an endless progression of ups and downs…. truly. you are who you think you are…and you will tend to become the people you hang around…and. What I desperately needed was a fresh start. I know many talented people who never quite made it because they didn’t like sales and marketing. if you are ever going to succeed. if you genuinely.” --James A. At a very young age I had enjoyed a successful career as a disc jockey. as a radio-advertising executive. Ziegler circa 1982-All I knew at the time was I was running away from something and heading toward something else.

I had no idea where I was going to live or exactly how I was going to survive. Now I was ready to make the final commitment. Four years after I first arrived in Atlanta. Incorporated By the spring of 1986.. We were enjoying an extremely affluent lifestyle. I had some incredible friends in Atlanta. Let’s just dedicate this book to my wonderful wife. Before long. I had earned the reputation as one of the most innovative. There was a lot of adrenaline in that decision. After all.. Working long. I was absolutely determined to become the very best. to take the giant step out into space. I began making big money right out of the chute. who has put up with me for more than twenty-three years now. I was ready to make the dream into a reality. Ziegler SuperSystems Incorporated was born on the kitchen table.. I had soon developed a worldclass track record for profitability and innovation. I had blind faith it would all work out.When I arrived in Atlanta in the spring of 1982. I will give you a hint though. there is usually someone else pushing them forward (and helping to spend their money). when Deborah and I finally made the decision to start the business. and productive managers in the Atlanta market. hard hours. I studied my profession and paid my dues.. My income had climbed high up into the mid six-digits which was incredible money back in the eighties.actually it was the dinette. They helped me get on my feet. Deborah. this was one of the most inventive and creative times in my life. behind many successful people. All I knew was that I was a professional salesman. I had sold cars in a previous life. Obsessed with success. working at hyper-speed. . nights and weekends. profitable.let’s backup for a second here. Over the next four years. the absolute very best. At this precise moment I was more focused and driven than I had ever been at any other time in my entire life. My mind was operating in warp drive. which included a track record as a top manager with several of the largest. I went from selling cars to becoming one of the top-performing retail automobile dealership managers in the country. most successful automobile dealerships in the country. Remember. I was able to build an extremely impressive resume. I set records. I had been a very successful radio-advertising salesman and. I’d been working on this concept for several years. Ziegler SuperSystems. Over twenty years ago. Someday I just might write another book about how I did that. As a car salesman.

It was difficult writing the first textbook. I’d been carefully planning the business long before I actually brought the company into reality.. It was sort of successful. There were stacks of legal pads filled with notes and ideas. We sent the book off to the printer and I hit the streets with little more than a shoeshine and a smile. At the time. to express my ideas and thoughts in a textbook format.This was the beginning of this wild roller coaster ride that’s become the greatest adventure of our lives. When the decision was made to go for it. There were times when we experienced heady euphoria as the business soared extremely high and then there were times of despair when we nearly crashed and burned. Through it all.. this thing was pure concept and innovation. A lot of my sales and management concepts were radical departures from the old standard. The other fifteen people in that room were complimentary.. Now.. when it was finally finished.. Deborah. The plan was to build nationally recognized credentials leveraging upon the foundation I’d built with my retail management track record in the Atlanta market. Fifteen of the people in the first seminar were there simply to give the only two paying students the illusion they were attending a popular event. Most of it was pure innovation. knocking on doors and working the phones.mentally. I guess it all depends on how you look at it. I remember struggling to quantify and describe my original concepts. traditional ways many of the dealers in the industry were doing business. The good news was we had seventeen attendees at the first seminar. I’d created something tangible. We held the first event at the Sheraton Hotel in the Northlake section of Atlanta. The entire SuperSystems ™ concept and philosophy had been laid out in writing years before we ever started doing business. let me back up and restate that last statement. Even though the first seminar lost money. we . I was going to become a consultant and public speaker. But.new concepts and ideas...emotionally.something we could sell. this was our baby and it gave us freedom.and financially. no-charge seats. The bad news was only two of them were paying customers. I really felt good about it. As you can see. Most of the students in our first seminar were personal friends of mine who were attending the seminar at no charge. for the first time.. Of course my wife.. Another reason I packed the crowd was because I desperately needed the credibility. I was ready. I had written more than 100 pages of original material on Automobile Finance. From the very beginning. We’ve lived every moment of it. was there.. to begin selling our first seminar. The First Seminar My first Automobile Finance Management Seminar was an overwhelming success! Well. there were no other companies in existence with a similar business model.

two restrooms. are among our most cherished possessions. a dry-erase white board. Debbie was nervous…this was definitely out of her comfort zone but she trusted my judgment. off-lease furniture on credit cards from one of the furniture rental companies. a small break room. to this day. for our anniversary. Deborah and I gave each other gifts that. here we were giving each other $25. with matching gloves. things were starting to Rock n’ Roll. we had to make this thing fly. There was no other choice. Jewels and Furs By the end of 1987. We were profitable immediately. She gave me 5karats of diamonds set in a 17-diamond gold man’s ring. the company was growing so fast. and a standup speaker’s podium. Moving Out of the House The business skyrocketed.came out of it with a lot of great photographs of me doing a successful seminar before an enthusiastic audience of industry professionals. we were committed. taken by my wife. Once again I was burning our bridges. Five years after blowing into town with only $400 to my name. world headquarters and training facility consisted of a small inner office. The classroom paid the rent because we saved money producing our own events inhouse instead of having to rent hotel meeting rooms for the seminars. The new Ziegler SuperSystems. Inc was rolling now like an unstoppable freight train. The lease was a three-year commitment with a bailout option to pay three additional months rent and walk out after the first year if things didn’t go well. Inc. As a matter of fact. an outer office. Baby Steps Our first offices were in the Northlake section of Atlanta. It wasn’t really about the money. Ziegler SuperSystems. This little office represented our total commitment to success. we knew it was only a matter of time before we would have to move the business out of the house and find a permanent business location. with this big matching puff beret hat and a mink purse. The furs and the jewelry were symbolic…this was a Cinderella Story about a guy with a high-school education who grew up on the rough side of a rough town managed to break out of a tough situation and rise above it all. I gave her a fulllength Dior designer mahogany ranch mink coat. gave us instant visual validity when I used them later in the advertising pieces I produced for other seminars. The training room was outfitted with folding tables. In December. and a classroom for my seminars. It was about a guy . These photographs.000 gifts. We bought used. There was no turning back now.

Ziegler SuperSystems. We had thirty high-dollar employees in upscale offices. one of the foremost national trade publications in the auto industry. It was about rubbing the magic lamp and having all of your wishes granted. I was traveling a lot now. the videos and the fact that I was speaking at national industry conventions.who got smacked down hard. was on fire…this thing of ours was getting huge. West Jacksonville brawler. Our son. constantly in-demand as an expert…on the road continually. I was rapidly developing a celebrity persona in the automobile industry because of the articles. We were definitely ‘Movin’ on Up’. Zachary Ziegler. He was becoming this neat little person with an incredible personality. coast-to-coast. but kept getting back up. it was a gift from one of our clients. For the first time in my life I felt the heady elation of not having to worry about money…we were living in free-flowing abundance. many times. speaking and consulting. Actually. everything we touched turned to gold. No longer the street tough. was now walking and talking. Money was rolling in. Debbie had a new BMW…it don’t get any better than this…does it? My new diamond-studded gold Rolex Presidential put the exclamation mark on the statement I was trying to make. Everything was fun and exciting. This was our true-life version of The Jeffersons. One thing led to another. That same year I began writing featured articles in Auto Age Magazine. Good times had arrived. My personal image was changing. notice how I was beginning to create AND manufacture my own credentials. Movin’ On Up By the beginning of 1991. Once again. I was now driving my second new Signature Edition Lincoln Town Car…a far cry from the rusted out old junker I was driving when I blew into town nine years earlier. I bought Debbie the ladies’ version just like mine. Not just the business. our entire life was becoming this incredible experience of euphoria. Here I was establishing myself as a nationally recognized expert in the industry. Of course. The articles in Auto Age Magazine led to a national contract with Ford Motor Company to appear on their training videos which in turn led to a national agreement with Ford to consult their Minority Automobile Dealers Program. . I was thinking on my feet because all of these opportunities starting coming at me so fast. Inc. located in a beautiful steel and glass high-rise office building right in the center of the prestigious Dunwoody section of North Atlanta. in-yourface.

Our offices were a showplace.. Our follow-up was precision marketing. The new furniture was perfect. American Express and the IRS…and it’s all due immediately. We owe most of it to Diner’s Club.. I was so proud of everything she had accomplished here. Remember. Disaster…when it all comes crashing down around your ears…it’s time to scramble December 5th. “Jim. No longer just contributing occasional articles. on CNN was like living in a slow-motion bad dream.In the meantime.” If there’s one thing every businessperson should be prepared for. We were mailing out thousands of flyers and newsletters and making thousands of phone calls every week. when the blitz is on and the line breaks down. we were booking me for speaking engagements with dealer associations. full color ads in several of the national trade magazines. By this time SuperSystems ™ had built a strong sales organization with more than a dozen in-house sales people telemarketing my seminars and consultancies. Deborah walked into my office and her words nearly caused me to have a heart attack She said. Who could have envisioned Saddam Hussein would have had the testicular fortitude to defy the world and invade Kuwait? Watching all of it happening live. The interior design and decor was a work of art.state-of-the-industry at that time. Every month we were running half page. It was a Sunday punch that put me on the ropes. 1991. state conventions and trade functions. in real time. Occasionally we even ran full-page ads promoting the seminars and the consultancy program. you just might just have to forget about the play you were planning to run and just you might have to scramble.. Economy went to Hell almost overnight. sooner or later. Debbie was still outdoing herself. we’re over a half million dollars upside down in short-term debt. I was now a nationally known columnist writing articles in one of the foremost trade publications in the industry. the U.S. Our new executive offices were first-class.she amazed me. Constantly in demand. Predictably. This chapter is about one of those times.. And. Who in the hell is Saddam Hussein…and why is he picking on me? The Gulf War! In my wildest dreams I never predicted this…never even saw it coming. of course. in those days our consulting business was tied in directly to a . we never stopped cranking out those newsletters. This thing was now turning into a cash machine. it’s the possibility that.

My first move was to terminate all of the employees. if our clients weren’t making a profit. Bleeding Money out of Every Artery We went through all of our cash on hand before I could put a tourniquet on it to stop the bleeding. ‘There’s got to be some way out of this!’ My wife and I got up out of bed and went out to the kitchen table. my receivers were covered and the clock was running down. In other words. and renegotiated with the building management company who generously agreed to allow us to break the lease and to move into a smaller space in the same building. I had the ball. We came up with an action plan to work our way out of this mess. I realize I tried to hang in there too long. even for a ‘Type A Personality’ like me. It’s also important to point out that 100% of our business was with automobile dealers and manufacturers. everything virtually stopped. Cars weren’t selling and profits weren’t happening. My heart was racing in what seemed to be a dead flutter and my pulse was pounding like a drum line at my temples. This just can’t be happening. I should have cut our losses and run a lot sooner than I did. the blitz was on. We went through more than a half-million dollar cash reserve in less than six months. Every car dealer in the country was losing money…and so was SuperSystems ™. During Operation Desert Shield and Operation Desert Storm automobile sales didn’t just slow down. Every which way I turned someone was blowing me up again. There was no way I’d be able to sleep until this thing was resolved. My mind was racing out of control. a couple of days after Christmas. Looking back now and second-guessing myself. then neither did SuperSystems ™.percentage of our clients’ financial statement profits. We brought the consultants home. Company revenues were suddenly nonexistent. I was genuinely afraid. Our initial phone calls gave us the impression the American Express Corporate Card was going to be the . I shot straight up in the bed at three in the morning. In truth. fired the bookkeeper. One night. When it finally passed and I regained control. By the time the sun came up we had worked out our battle strategy. The plan was to tackle first things first. I was beginning to feel like Wiley Coyote in the Roadrunner cartoons. It was only an anxiety attack. it was time to scramble. I woke up lying in bed quivering and shaking uncontrollably. We crashed hard in the blink of an eye. Panic Attack! The pressure was intense. The stress was overwhelming.

As with everything I do in my life and business.000. and.00 left in the company account. I felt they were cold and unsympathetic but they did allow me to work my way out of it. You see. We had drawn out all of the equity in the house months ago. and there were no visible signs indicating she possessed a sense of humor.000 balance which was payable in full on the first of February. I was not only just grateful to Diner’s Club but I remained extremely loyal to them through the years until they were bought out by MasterCard ™ because they were there for me and worked with me when I was in trouble. we were in no position to pay the IRS any part of the quarter-million dollars we owed them. There was little hope we would be able to produce financial statements showing enough positive cash flow for the bank to justify rolling it over. we’d taken money out of our employees’ checks for their withholding taxes but we hadn’t remitted any of those fourth quarter withholdings to the IRS. When this ordeal was finally over American Express never put any derogatory credit references in my credit bureau file. even though the payment was extremely late. of course. The people at Diner’s Club were wonderful. all business. I chose to accept responsibility. We managed to pay off the full balance within 90 days. it was all due immediately. There was also the matter of a signature loan from Eastside Bank with a $20. Whether it’s registering with you or not. they canceled my corporate card anyway. Even though we paid off the balance ahead of the schedule we worked out. and faced this thing head-on.most difficult creditor to deal with.000. Facing a seemingly insurmountable mountain of negative debt load. It was fourteen years before they issued me a new account. Of course. I could have copped out and shifted the blame to my bookkeeper. they might have looked at this as a criminal thing.000 in credit card debt. In truth. The balance on the Diner’s Club Card was just a shade over $20. no excuses. They understood what was happening to us and they even allowed me to keep the account after we paid the balance. Somewhere along the line we had stacked up another $100. Every one of our credit cards was maxed-out to the limit. I guess I should point out here our house (actually. We owed them over $60. with only $5000. it was Debbie’s house) already had a second mortgage. American Express allowed me to pay off the balance in installments with a minimum payment of $10. Negotiating with the Tax Lady Nice lady. I honestly did not know how serious the problem was until it was too late. they were pleasant and they worked with us. The Internal Revenue Service was the only creditor I was really afraid of.000 a month. I suppose it could have been a lot worse. After some intense conversations. . and. I was not aware of all of the facts.

I was getting the strong impression she was actually suggesting we float the debt until the computers caught up with us. it was never seriously an option. but all the same. I’d heard all of the horror stories about the IRS but. you know. I was responsible and was willing to face the music. so we renegotiated ourselves a little breathing room but this wasn’t . Nevertheless. Debbie and I even discussed it but. The attorneys. I am very good at it. Needless to say. was still a baby and Debbie was trying to stay at home and become a full-time mom. As I will say many times in the course of my speeches and my writings. the accountants and all of our expert advisers were recommending bankruptcy. “my job is to make the money. Sure bankruptcy would have been the easy way out but we weren’t going to do it. Counting it and keeping track of it…I have a big problem with that!” It felt everything was stacking up against me now.When I explained to the lady at IRS that we’d taken withholdings taxes from our employees’ checks and not remitted them. We had made up our mind to fight and work our way out of this thing. since I’d voluntarily approached them with the problem before they contacted me. I told her I didn’t think we’d be able to raise that much money. so I’d like to get started with some kind of repayment plan right now. There was an incredibly high interest rate plus staggering penalties. Zachary. even by July. my experience with them was extremely positive. she was trying to tell us we had time to raise the money. truthfully. I was honest and straightforward and they worked with me…and…in the end they gave me a break. Not that I’d done anything overtly. deliberately or maliciously. The Tax Lady said the IRS probably wouldn’t even contact us at least until July or so. All of this happened at a time when our son. You know. we even considered bankruptcy (for about a half-of-a-second). We agreed to pay the IRS a minimum amount of $10. I’ve got tell you. moldy dungeon in the basement of the Federal Building where they put miserable offenders like me. Selling Our Way Out of Trouble Okay. I was terrified.000 a month. dragged down the hallway and thrown in a dark. they were actually extremely pleasant and they worked with us and helped us to get out of this situation. But. We hadn’t worked this hard and we hadn’t come this far to throw in the towel and give it all up now. I was expecting to be handcuffed. In others words. in our minds. One of the greatest lessons I learned as we worked our way through this ordeal was just how much I needed my wife handling accounting and bookkeeping. Business looked bleak and. it wasn’t even nearly as bad as I’d anticipated.

On Thursday. dry-erase white board hanging on the wall in front of my desk.000 in short-term consulting business and seminar seats. following the time zones as we called across the country. Things were looking up and the economy was looking brighter. just one measly $5000 consulting trip. making more than 100 calls. and then. It was business we’d be paid on within the next 120 days. The Gulf War was behind us now and our clients were also anxious to get their businesses back together. Determination replaced desperation…we were on a mission. in those early days we were living on the corporate edge. Ziegler circa 1991— All of the experiences we lived through during the dark era of my company’s history taught me lifelong lessons about the dangers of growing faster than your money. We were growing so fast there were no reserve funds to weather a big storm. had agreed to stay on and work with me even though he was fully aware I was not able to pay him. I had Al working with me. was back on the fast track. Al was handing me files and phone numbers. Working ten and twelve hours every day. Even now. The War Board in my office was filled with new business. A Hundred Calls a Day Feverishly burning up the phones. ten hours a day. January 2nd. expecting no paycheck. He was writing the results and the follow-up information on a big. That was all of the income we had coming in as far as I could see into the future. working bell-to-bell. never whining…hanging tough. One of my former consultants. I developed the habit of making a hundred calls a day…calling everyone who had ever done business with us. there was no money in the account and only $5000 of total future business.going to save us. Ziegler SuperSystems. It couldn’t have been worse. Inc. in less than ten days we raised more than $160. . I am smiling when I think about what he did for us. Al said he would hang in there with me for no pay as long as he could hold out financially himself. talking to dealers coast-to-coast. Without Al’s loyalty and Debbie’s love who knows how this story might have turned out? Looking at the business calendar. You see. seven days a week. We called it the War Board. There was no pending business. shoulder-to-shoulder. there was my wife. Debbie. of course. a fellow named Al Aderhold. “There’s nothing on Earth you can’t sell your way out of” ---James A. 1992 I sat down at my desk and began implementing stage two of the plan. as I write these words.

we were able to pay off everything…I mean everything…all of our corporate and personal debt…everything. Even through all of that. There are many lessons to be learned from this story about the ups and downs we endured as we grew. How it took me twenty-five years to become an overnight success. which give us the ability to raise millions on short notice. I am very proud of that. We have cash on hand and backup credit lines in place right now. It was really tough but we did it. I have no idea where he is today but I still smile when I remember what he did for me. From my personal experience. while. it’s just not worth it. Don’t ever give them any reason to come after you. We admitted we had this situation and they offered us a solution. I’ve seen so many people retreat and draw back when it gets tough. ‘Pay your taxes!’ Don’t spend any disproportionate amount of time trying to be cute or creative in sheltering assets and income. Our personal and business credit today is absolutely perfect. In less than two years. Pay Your Taxes! As for The IRS.. Debbie. please listen carefully to what I’m about to say. . and even a little more in some cases. after a while. Today that’s the title of one of my signature speeches. I was even able to hire some of the other consultants back. Take your legitimate earned deductions but don’t mess with these people. In only fourteen months we were totally debt free except for day-to-day expenses. he stayed on with me for another two years (on the payroll) and.The most enduring lesson I learned throughout the entire ordeal was ‘there’s nothing on earth you can’t sell your way out of’. washed our hands and walked away from it. We could have taken the easy way out. When things get tough. You can always find a way to sell your way out of most problems in business. we’ve never had any bad credit in our personal credit files or in our corporate credit. at the same time. and especially as a tribute to my wife. but we didn’t. we were able to sell our way out of the biggest financial disaster of our lives. To my credit. If you find yourself facing a financial dilemma. As for Al Aderhold. attack them.. There’s a point when cost cutting kills sales. Pay them all of the money you owe. keeping our credit and our reputation perfect. Many weaker people would have thrown in the towel. I’m here to tell you the IRS was fair and they worked with us because we were straight with them. formulate a business strategy and aggressively sell your way out of it. Never try to account your way down or cost cut your way into a profit.

In 1996. It’s hard to believe I’ve actually been to all of these places.” And. . you know what? They’re always laughing when they say it. As soon as Dynamics was up and running. we started the second and third corporations. Once again. I immediately set out on a campaign to create credentials and publicity campaigns for James A. There’s a pin map of the United States hanging on the wall in front of my desk with several thousand pins in it chronicling my travels. Some of these trips were really big deals in big cities and other trips were visits to small towns in the heartland. Ziegler Dynamics. I’d never even flown in an airplane until I was thirty years old and now here I am looking at thousands of pins on a map. Dynamics is a corporation dedicated to the public speaking business and consulting in industries other than the automobile industry. We specialize in cosponsored events with Chamber of Commerce clients. Incorporated. Inc works with a variety of businesses. Somewhere back there in the late eighties I made a decision I would only fly First-Class and I would only stay in upscale hotels. I just recently achieved three-million miles with Delta Airlines…that’s not counting mileage I’ve stacked up with other carriers. Incorporated and Peach State Press. once SuperSystems ™ had become an established success story with a solid national track record. sending out press releases and getting quoted in national newspapers. professional speaker. In our ads and sales letters we have a quote that says… ‘Ziegler don’t fly in the back of no planes’. I’ve performed more than six hundred seminars and more than five hundred platform speaking events. The Prosperity Seminars fall under the Ziegler Dynamics umbrella.Through the years we’ve had several thousand different consulting accounts. Ziegler Dynamics. High visibility in and of itself is a valuable credential with collateral value. Sometimes I just sit at my desk with my hands clasped behind my head and stare at the map in total awe. writing articles in national magazines. It’s become one of those tongue-in-cheek trademark lines. Ziegler. It’s incredible. I began to quickly establish myself as a national expert in business and marketing. Today all of my travels are 100% first-class. Radio appearances. My specialty is how to start and grow a small business. we employed the same business strategies and concepts that made SuperSystems ™successful originally. You’d be amazed how many meeting planners comment on it…we’ll be negotiating on my appearance and someone will repeat the line back to me…“I know…I know…you don’t fly in the back of no planes. I’ve traveled to destinations in all of the 48 continental states as well as Hawaii. national television interviews. 100% client reimbursed. One of these days I will finally make it to Alaska.

It makes it a little easier to have one logo and one business card. We have more than thirty. Les Brown. My advice to any entrepreneur who is looking to start a new business here in the initial years of the new millennium is to ‘embrace technology’. which are beginning to play a major role in our business. Zig Ziglar and thousands of other superstars of the speaking profession. Each company has a dedicated multi-media website. I really wasn’t looking for another profit center when this idea just showed up knocking at the door demanding for me to take a look at it. all e-commerce enabled. Brain Tracy. The Prosperity Seminars The Prosperity Seminars. high-dollar. I never even knew there was such an association. are a phenomenon that just sort of happened. As with SuperSystems ™. It really doesn’t make a profit because the only reason it exists is to produce our products and do business with my two other corporations. After more than twenty-five years as a successful. hanging with giants of the industry…people like Harvey McKay. Nido Qubien. We are building more and more single theme websites every day. . the themes of Ziegler Dynamics’ collateral materials have always been centered on a first-class presentation. a concept I’ll be expanding later as The Equation unfolds. Dan Kennedy. professional speaker. Peach State Press is sort of an in-house company incepted for the sole purpose to publish all of our books and educational materials. The Ziegler Corporations are three corporations. up and operating websites funneling traffic to three larger websites. In recent years we’ve consolidated our corporate image into a single logo titled ‘The Ziegler Corporations’. late one night as I was rooting around on the Internet. Joining NSA is one of the most rewarding experiences of my entire career. Being a member of NSA was like having a backstage pass to a rock concert. this is not the time to cut corners or get cheap. The knowledge I’ve gained and the lifelong friendships that have grown out of the NSA experience have elevated me to yet another level. I am doing more and more in the Prosperity Seminar business. I stumbled across the website for the National Speaker’s Association. Even though the majority of our business is still heavily niched in the retail automobile industry. centering on my speaking business. When you are creating your company image. Randy Gage.From day one we created first-class videos and promotional materials. each with a distinct personality. I was meeting the heavy hitters. Imagine what is was like when I attended my first National NSA Convention and got to know the gods of my profession.

It was where she was living when we met. This award is every professional speaker’s goal. Hundreds of people showed up with very little upfront advertising. I began to meet a lot of people who were still piecing together their personal puzzle. we were still living in the little wooden frame house Debbie’s dad had built for her. This is the highest earned award that can be bestowed upon a member of the organization. Couldn’t help myself…it’s just my nature. It was a beautiful little home in a . bumps and grinds. Receiving my CSP designation was another reflection of my character. This was perfect. The opportunities were potentially unlimited. I learned there is a prestigious award called the Certified Speaking Professional designation. Five years ago I performed a test seminar on marketing and sales just to see if there was any market for these seminars. When I joined NSA. No matter how hard the requirement or qualification. Dream Houses Throughout all of the ups and downs. I had to achieve it because it existed.Here I was networking with my peers and finding new mentors and new role models. Barely a week passes today that there’s not someone sitting in my office asking advice about his or her business. The second thing I realized was that I was very good at it. I’ve found myself helping the new speakers the same way the more experienced people have helped me. The CSP is a difficult goal and requires meticulous documented professional achievements and income from the speaking profession as well as a higher level of performance. It took more than five years to qualify and meet all of the professional requirements. At the 2001 NSA National Convention I was awarded this designation. and hiccups we experienced during the first seven years in business. It is one of my proudest life’s achievements. The first thing we learned was the market for these Prosperity Seminars is enormous. you can bet the farm that I came to win. We filled three hundred seats in a downtown amphitheatre with opportunity seekers and small business people. I’ve had groups of people caravan several hundred miles just to meet with me and tour my offices to see how we do business. As a byproduct of my successes. Remember if I show up on the playing field. The test seminar proved two things. Less than 5 percent of the organization’s membership ever reaches this level. I was driven to be standing on that platform receiving that award from the president of the organization in the minimal amount of time required. like Eagle Scout. I have always loved coaching others to be successful. Shortly thereafter I began writing The Prosperity Equation.

Even though we weren’t actually in the market. We talked about exactly what kind of a house we would want. It was over 4800 square feet with a spacious two-story great room. Just out of curiosity. We were just looking. We liked the way the kitchen was set up in this one and we loved the vaulted ceiling in the master bedroom in this one and the great room with the fireplace in this one. beautifully landscaped lots. This particular house was already fully framed-out on a big. It was exactly everything we had always said we were looking for.nice. here we were driving through a brand new Swim and Tennis Community just outside of Atlanta. we weren’t financially ready or able to make this kind of commitment. It was insistent. Debbie knows what she likes and. 1993. beautiful lot. only two years after our financial ordeal. built on large. We were dream shopping. As we walked from room to room. grabbed us. on the way out of the neighborhood. I made a right turn just past the Clubhouse on a street where they were just starting to frame about five new homes. We were very content. It was our dream that one day we’d live in a big wonderful home like one of these. You get the picture. Just looking at everything out there gave us a lot of great ideas for floor plans and decorating schemes. Then one day. The homes were huge. demanding we stop and take a look at it. If she chose to she could be a consultant for Southern Living Magazine. I swear. ‘Leave it to Beaver’ kind of residential neighborhood. Really! She’s that good. and backslapped both of us across the face. to stay where we were as we learned to balance our professional lives with our family life. what she doesn’t like. Most of them were still under various stages of construction. I think this house just reached out. we loved to spend Sundays driving through some of the new upscale communities that were springing up all over Atlanta. modern and beautiful things about this house. for the time being. we had recovered completely. quiet. more importantly. I could see Debbie becoming visibly more and more excited. I could fill these pages describing all of the wonderful. When Zach was born our primary mission was learning how to become good parents. Too bad we weren’t ready to buy one at this time. more than a full acre. this seemed like a substantial stretch. It was exciting to walk through all of these big new houses in these fabulous country club environments. with vaulted ceilings and chandeliers. My wife has excellent taste. shook us. we stopped and met with the developer who told us all about the builder and the . We were living well but we certainly weren’t wealthy…yet. Knowing where I grew in that little cinderblock ranch house in Jacksonville. Unfortunately.

As it turned out we did have exactly that much money. When we were dating. Extravagance One of my favorite Zieglerisms is the saying…‘Success leads to excess’. an awful lot of money. Not at this time. I really hated it but there was absolutely no way. shoot-from-the-hip. we were still living in that house. and then another sixty or seventy thousand to furnish it. fifty or sixty thousand in cash just for the down payment. Even though we had built up substantial equity in Debbie’s house. The move took more than thirty hours . That’s one of the best reasons I can think of to marry a woman who has a background in accounting. Were we? It would take a substantial down payment to float a loan that big. a gym. Where in the heck did she get that much money? Come to find out. My biggest problem is I have no desire to and very little ability to count it or to manage it. As a free-wheeling. When we finally did sell the old house the equity went back into our investments. When I wrote the original version of The Prosperity Equation back in 2001. we just didn’t have that kind of money lying around in liquid cash. I’ve always had the ability to generate huge volumes of cash. Debbie had been squirreling away all of the money from her paychecks from SuperSystems ™ for the last couple of years. It was in a much better school district…and we found a dozen other excuses to justify our personal indulgences.community. Dream House II You guessed it. adding an additional 3500 square feet to our home. So in 1994. She had saved more than enough money to get into the new house before we even sold the old one. There was this new guarded-gated community featuring large custom homes just breaking ground less than two miles away. Three years after moving into our new dream home we finished out the basement adding six more rooms including a bar. We loved that house and that neighborhood but we just couldn’t help ourselves…we still loved to look at new homes on the weekends. Deborah and I moved into our dream home. Here we had the beautiful luxury home and we were still looking. I know how to make a lot of money. Did we? Debbie smiled at me. Debbie was appalled to find out I sort of…kind of…kept my checking account balance in my head. an office. and a full bathroom downstairs. We just weren’t ready to commit to a house like this. entrepreneur I have a confession to make. a European Stucco house with over 4800 square feet of living space and a three-car garage in a luxury Swim and Tennis Community.

000 going south out of my bank account. burgundy color with vaulted ceiling and upscale furnishings. This is not so much bragging about what we have as it is showing you what you should have…what you deserve to have. When you believe it…you’ll have it. the big beautiful house. a cave. sink. complete with Olympic weights. I am describing nothing here that is beyond your reach. you’ll have it. It’s a brown brick custom home on a large heavily landscaped lot. I have furniture in this house that we paid upwards of $40. The office has state of the art computers and office machinery. and three waterfalls. the cars.000 each.with three vans and a team of twelve movers. motorized treadmill. swimming pool with a rock mountain. the designer clothes and the abundant lifestyle we enjoy today are a celebration and a testament to the hard work and teamwork that make it . There’s a guest bedroom downstairs as well as a game room. We have a fully equipped modern workout room in the basement area. dark bottom. wine cooler. My wife was the queen of upgrades. Growing up on the Westside of Jacksonville…I was conditioned from birth in a million different ways that ‘people like us’ weren’t meant to live like this. The point is…if you expect abundance. I could write pages describing the beauty and extravagance of our new home but I think I’ve made my point. My personal office downstairs is a rich. Mr. Six bedrooms and a ‘great room’ with a 24 foot vaulted ceiling…and. Our interior decorator consultant. The Prosperity Equation is designed to create a new mindset to prove to you that none of this is beyond your reach. and a variety of other machines. body bag. Everything is furnished extravagantly. the luxury travel. Okay…here’s what we did.000 for. Kevin. She went $10. Our window treatments in the formal room were $10. you know Debbie…everything is upgraded and first-class. was incredible but every time I saw his truck in the driveway I knew there was another $10. The house is pre-wired for sound and technology with more than twenty televisions (one in every room) including two big digital flat screens…all with DVD. We built a natural ‘mountain pond’ lagoon-type. The fully-stocked wet bar in the party room is fully functional with refrigerator. in the best of taste. icemaker. hot tub. All of jewelry. The family room downstairs features a home theatre with built in quadraphonic sound. and dishwasher.000 over just on the builder’s paint allowance. microwave.

Ten years ago we moved back into a larger facility. Of course. low profile tires and gold emblems. A word of advice to every startup entrepreneur. I know the risks my wife and I took while other people were choosing to play it safe. and endured hardship to get to this point. They’re probably right…and so what! Debt Free We stay very nearly totally debt-free. experienced tragedies and heartaches. copiers. televisions. We’re putting airline tickets. this only works if you have the discipline to follow the script. servers. Many times I’ve been accused of being flashy and extravagant. honestly. interest free if you pay in full. our slogan from day one has always been ‘First-class training in a first-class environment’. Today we operate the companies out of 6000 square feet in an upscale class-A building. telephone systems. There is zero contingent liability here. and have them recorded and itemized. When we built out our suite we designed a classroom that will seat up to 100 seminar attendees. . etc. This strategy has two great benefits. Our suite has Debbie’s touch with artwork on the walls and all new furniture. we pay off all of our credit accounts every month. Secondly. in full. I’m driving a current model Corvette and a current model ‘tricked out’ Cadillac Escalade…. Business is booked as far into the future as I want it to be. I don’t care what people think about my philosophies and lifestyle. you get to use the buying power of your corporations to get points on the credit cards toward their awards programs. hotel and seminar events on personal credit cards and then reimbursing through the corporations. when I walk through my offices everything I am looking at is paid for. You know what? Really. Even better. First of all you can float your expenses monthly. everything is first class. With the exception of the house payment and car payments.complete with 22” wheels. Remember. My attitude about it is I know how hard Debbie and I have worked to have what we have to be able to do what we do. When you walk through our offices. computers. furniture. My wife and I have invested our sweat and blood. in full. every month. Debbie pays off all of our credit cards. Since we had that little financial hiccup back in 1992 we were understandably cautious about making permanent high-dollar lease commitments. Life is good.all happen. run your business purchases through your credit cards and then pay the balances every month in full. truly. If anyone thinks I’m trying to make some kind of a statement. Imagine that. We own all of the office equipment. All I need now is a rap group and a posse.

Our computerization is so radical our computers can stand on their back wheels and smoke the tires. This was the point when I began to obsess about success. I read every issue of Businessweek. Entrepreneur. At age thirty-five. I’m performing more than 35 platform events a year. and my articles and national columns in the magazines were the end result of a calculated business strategy. Making Money is my Top Priority More than 20 years ago when I blew into Atlanta with the mattresses tied to the roof of that old. Time. there’s no excuse for anyone not to be informed and up-to-date. beat up car.We purchased a new state of the art (for now anyway) Network Computer System with a work station on every employee’s desk. my wife Deborah still handles the bookkeeping and accountant liaison. you must devour success.000 per day plus first-class airfare reimbursement and luxury class hotel reimbursement as well as in-town transportation paid for by the client. I read every book. traveling more than 250 days a year. The staff is still small. As a professional speaker. three outside consultants. This was a major expenditure. and The Wall Street Journal. I’m booked 250 days a year. A Nationally Known Professional Speaker My personal time as a consultant bills for upwards of $10. which creates as much consulting business as we can physically handle. We do an extremely high-dollar business with a very small staff. and myself. it is not uncommon for me to read every magazine . Now that these publications are online. listened to every tape and attended every seminar…became consumed by the desire to achieve success…ate it. this might have been my last chance to get this show on the road. and an in-house technology coordinator. I made several life-changing decisions. My business plan is paying off handsomely. All of these appearances. We were able to pay cash. Fortune. slept it. Today. Success. I read at least twenty magazines every week. speaking and consulting…in demand as a convention speaker. keynotes and private seminars. I think the word I am searching for is ‘passion’. If you are to ever arrive at the level of success I’m describing in this book. Money. and drank it. There are two executive secretaries. a publicity specialist. a director of sales. speaking and consulting…if I’m flying on a plane. Of course. speaking engagements. To this day.

Whenever I’m driving alone there’s going to be a CD playing in the dash. I am paid to be an expert. Take a moment and think about it. As a professional speaker and consultant to businesses. the things I know have become the tools in my toolbox. Through the years I’ve spent a fortune buying additional expertise. This is one subject I’m not going to spend a lot of time discussing because it’s very personal to you. When I talk about getting the negative people out of your life. Getting rid of bad people. even if they’re related to you. private one-on-one discussions with yourself so many people are afraid to face. It’s nearly fifty miles from my home to the airport and. sometimes. . You’re on your own with this one. sometimes that’s one of the most difficult decisions you’ll be asked to consider as part of The Prosperity Equation. investing in developing my mind.on the rack. is one of those extremely emotional. I have to make the trip several times a week. I watch CNBC every morning before I start my workday and I often catch programs on CNNfn and Bloomberg.

These are my concepts of how those entrepreneurial realities apply to our businesses. I actually prefer the original version which was actually narrated by Napoleon Hill himself. You must buy it and read it. ‘Think and Grow Rich’ by Napoleon Hill. Regardless. To become a super salesman. I believe it’s one of the most sincere and personal gifts I could give anyone. To become a profitable businessman. there was this one book I read over and over again. Saturating my mind with success. Today it’s still selling in paperback and I give dozens of copies to friends. as you prepare your mind . I had to study the habits of successful business people who already had a solid documented track record for making money. If you really want to be successful at anything. Maybe this really is The Twilight Zone. it is the philosophical foundation upon which I built my companies. “Think and Grow Rich” by Napoleon Hill …my personal roadmap As my business philosophies developed. you have definitely stepped over the line into another dimension of perception. I had to find super sales people and study their habits.Part Three: Getting Ready to Get Ready The Combination to the Vault There are some unique entrepreneurial thought processes I am going to attempt to relate to you as we transition into Part three of The Prosperity Equation. when I am alone in the car. It became my dominant guiding business philosophy. you must be prepared to change the way you look at everything when you’re in business for yourself. Even though this incredible book was written more than seventy years ago. The combination to the vault is in the words ahead. A mentor is someone with a proven track record who is willing to coach you and advise you. and listen to it many times. even today I often find myself listening to ‘Think and Grow Rich’. Think and Grow Rich is not optional. seek out the very best people in that field and model yourself after them. employees and clients. As a business owner. every tape and CD I listened to said the same thing. over and over again. We’ve passed beyond the philosophies and we are now moving into the actualities of what you must do to get there. The concept of leveraging other people’s experience entails asking someone to help you who has been there and done that already. Seek Models and Mentors Every book I read.

if you can’t tell me exactly what it is…in great detail…then you’ll never have it. and believe. you can achieve.” I’ve spent many hours thinking about exactly what those words mean and how I can apply them to my life. Years before I actually arrived at this point where I am operating today. There’s no doubt in my mind that you can think and dream and believe your way into a fortune. “There’s no doubt in my mind that a person can think and dream and believe their way into a fortune” -James A. I firmly believe every self-made wealthy person on Earth began with a believable vision. “Anything a Man (person) Can Conceive and Believe. The point is. What I’m talking about is the ability to clearly visualize your goals. How you can ever expect to have these things unless you have the ability to clearly visualized exactly what it is you want. Ziegler 1987— Quantify Your Wants Most people have no idea exactly what it is they really want out of life.exactly what you want. The journey was always moving toward a predetermined inevitable goal. Envision Having Wealth and Believe it Think and Grow Rich introduced me to conceptual thinking. You say you want a new car…describe to me exactly what kind of car…what color? Tell me about it right down to the interior trim.to become wealthy and prosperous. There was never any doubt in my mind this would happen to me. Creativity is a visual thing.. I could clearly see myself living this lifestyle. That is what I was talking about when I said most of The Prosperity Equation happens in your head.. One of the exercises we often ask students to do in my seminars is to write out everything you want. with the concepts they learned from this book. Imagination is the most valuable personal asset a person can possess. . I’ve met hundreds of other successful businessmen and businesswomen who have built their companies. and ultimately their fortunes. Do you want a house…what kind of house? Describe it. You Can Achieve” --Napoleon Hill--Think and Grow Rich “Anything a man (person) can conceive. to be able to visualize having exactly what you want and then the power to manifest it into reality…to intensely believe you’ll actually have it.

the words of Napoleon Hill kept echoing and reverberating through my mind. I could see he was creating expanded concepts built upon the rock-solid foundations other great writers and motivators had already laid down. You see universal truths are non negotiable. then any road will take you there.” There are common threads joining great thinkers together when expressing these universal truths. it was no small surprise to me that I had already accidentally stumbled onto some of the concepts Covey had written about in the book. When Covey wrote the words “Begin with the end in mind”. “Anything a Man (Person) Can Conceive and Believe You Can Achieve. As I sat there reading Covey’s book for the third and fourth times. “Visualize having exactly what you want and then believe you’ll have it and it will become reality. The more detail you can envision. When I first read the book ‘Seven Habits of Highly Effective People’ by Stephen Covey. ‘Seven Habits’ was another one of those books that just made me just sit up and say “Wow”! Every page was filled with missing pieces to the puzzle I was working on. changes everything.” Every once in a while you trip over something that. “If you don’t know where you’re heading. Visualize Your Goals Someone once told me. Dale Carnegie and Napoleon Hill and Stephen Covey…and ultimately…Jim Ziegler…we each arrived at several common intersections of thought and perception although traveling separately along different paths.” Have you ever seen one of those bumper stickers that say ‘Visualize World Peace’? .You’re telling me you’re looking for financial security …exactly how much money are we talking about here anyway? A boat…what kind of boat? You want your own business… describe exactly what kind of business? You want good health…tell me what you mean by that? You’re saying you’re looking for a perfect meaningful relationship…describe to me exactly what that would mean to you. I was living them in my daily life before I ever knew the book existed. the more likely you’ll have it in reality. once again.

I can clearly see the future result of what I do today. People without a defined and measurable goal only have a pipe dream. Ziegler on Goal-Setting 1988-Focus on your goal Ziegler’s first rule of profit centers is Focus on Your Goal. over the course of my entire life. ‘McDuck’. The name ‘Uncle Scrooge’ conjures up images of Ebenezer Scrooge and. Failure is always a possibility. quitting is not. There were vast oceans of coins and bills and gold and silver. You don’t have a goal until you can clearly see your dream. I’m a realist. Scrooge McDuck was Donald Duck’s uncle. Maybe we’ll never attain the ridiculous cartoon wealth of a Scrooge McDuck but there’s one thing you can chisel in granite. then you’re living in delusion. I’ll never be content with the way it is. do what you do best and don’t take on diverse unrelated .” --James A. just laughing hysterically and throwing his money up into the air letting it rain down all around him. If your goal is all smoke and mirrors. He could never get enough of it.Well. The Beagle Boys were always plotting to steal Scrooge’s money. of course. In every issue there’s at least one frame where Old Scrooge was sitting in one of his vaults on top of this tremendous pile of money. I truly believe you are what you think about. I could see myself there. Sometimes he would be buried in it up to his neck. I want more! “Goal-Setting is clarifying and crystallizing your dream until you can see it in every small detail. There’s no doubt. quitting was never one of my options. This visualization into reality thing is extremely real to me. So what? Even during the very worst times I can recall. I visualize Success. This is more than simply being bright and cheery and optimistic. the fabricated Scottish surname. which is no more than a negative illusion. then make an adjustment and move on. As you might remember. was supposed to intensify the stereotype that Scrooge was frugal and miserly. Scrooge would be sitting on top of the peak of this mountain of money. In other words. Plans are not always going to materialize exactly the way you’ve planned them. I’m chuckling to myself as visuals flicker in my memory. If life hands you a disappointment. Of course there are going to be setbacks in your life. I Want More When you were a kid did you ever read any comic books about Walt Disney’s ‘Scrooge McDuck’? Even as I’m sitting here writing this. I love that picture. I know exactly what I’ll have and where I’ll be.

If you’re not prepared to start your business. If the ride scares you. Your only option is to brace yourself and get ready for the ride! You want to be wealthy and successful? You’ll never make it unless you develop a Risk-Taker Mentality. In business. Most importantly. The time when you could have chickened out has passed and now there’s no turning back. You’re committed. it’s too late to change your mind. then don’t get on it in the first place. Stay focused! Rarely does a week pass that I don’t find myself approached by someone from another company who wants to partner up with me on some fantastic new business venture. once you’ve earned a reputation as a proven success. Their proposal might actually be a really great idea that would probably make a lot of money…for somebody with the time to pursue it but not for me. Once you’re buckled in. All of your profit centers must be inter-related and manageable. It’s like being on a roller coaster. Being successful doesn’t plan to fail and it doesn’t move too slowly or too cautiously. Don’t try to hang onto something while you’re building something else. You’re never going to become wealthy or successful if you are afraid to jump into it without a safety net. One of the most powerful business philosophies I learned from reading Napoleon Hill was that wealthy. Don’t go running in too many directions all at once. Although I rarely enter into contracts and side agreements with other . I find a graceful way to tell them I am not interested. the bar comes down. In business. It doesn’t matter that you’re scared. they’re all asking me to dedicate my personal energy on an unrelated project that doesn’t fit into the narrow focus of my business plan. Beware of Distractions Disguised as Opportunities As you begin to become more successful you’re going to be tempted to start many new projects. don’t even think about it. You will be approached by many distractions disguised as golden opportunities. Of course.projects. most of which are unrelated to your core business. Most of these people want to leverage my success to further their own agenda. successful people have the ability to recognize an opportunity when they are looking at it. Reading and listening to Napoleon Hill taught me to focus my efforts. wealthy. successful people also have the ability to recognize potential projects that are not opportunities and avoid them. Usually. a large diversity of unrelated projects becomes unmanageable and will cause you to crash and burn. and the darn thing starts moving. You’ll never be successful if you are constantly chasing after every new rainbow before you have collected the pot of gold at the end of the last one. they’ll start coming out of the woodwork.

Even so. wave of the future concept they’re convinced is going to make me a fortune. maybe this is one of those lessons you’ve got to learn from your own personal experience. Through the years I’ve gotten involved with so many diversions that took me away from my core competency. Of course. Every one of these mind deals seemed like a really good idea at the time. I have also learned to carefully weigh my options before I make even the slightest changes in the original game plan. I always listen. This is experience talking.companies or individuals. I’m guilty of wasting an incredibly stupid amount of valuable time and money pursuing silly projects and side ventures. You never know what pearls they might throw at your feet when you least expect it. this is one of those hard lessons you’ll have to experience yourself and learn the hard way. Even though every one of my mentors repeatedly warned me to stay focused. I know for a fact you won’t listen to this advice. Remember what I’m telling you here. “The most successful people in life are those people who influence the most other people” --James A. No matter how many times or how many different ways I say it. you’ll most likely be doomed to make the same mistakes and taking your eye off of the ball. Success in life can be measured by the strength of a person’s relationships with other people. Never kill your associate’s creativity or do anything to discourage it. I believe . I always end up finding a way to leverage their business contacts as part of my ever-growing circle of influence in my personal and business network. even as I sit here writing these words. Who do you know that can help me? Networking is powerful. The lessons learned have finally sunk into my deepest memory. One of the philosophies I’ve come to embrace is to keep your mind opened and always consider new ideas. This chapter is all about what it’s all about. In other words. I have filing cabinets filled with dead projects. They sit there bubbling over with enthusiasm as they present some new. Most of them were mistakes from the beginning. Listen to me. Even though I’ve told you so. the most successful people on earth are those people who have the greatest influence over the largest number of other influential people. I never miss an opportunity to make new friends that have the ability to help my business. Sometimes one of my employees will come into my office with some new great idea about some incredible new profit center we need to get into. Ziegler 2000-We’re living in a social world where a person’s success is directly proportional to the number of people they influence.

Stephen Covey introduces the conceptual idea of a person’s ‘circle of influence’. Carnegie’s techniques for winning people over to your side are the basic building blocks every sales trainer uses today. It was always my ability to prospect for new business and to network with influential people that awarded me my greatest victories. I believe you must be able to leverage your relationships into increased sales and profitability or better quality of life for all concerned. “I get by with a little help from my friends” --Ringo Starr circa 1967-With a high school education. as in life. Even though it was originally published in 1937. quantified and improved. Human relationships are a science that can be studied. The first time I attended the Dale Carnegie Sales Courses.your level of success in life and business is directly proportional to your ability to network with other people and your ability to influence them to help you. ‘The Seven Habits of Highly Effective People’. Many of the philosophies influencing the direction my life is taking today originated in the pages of that book. it occurred to me that Dale Carnegie was the first person to actually quantify and measure the value of human relationships. Sometimes the old wisdom is still the best wisdom. One of those turning points in my life was the book ‘How to Win Friends and Influence People’ by Dale Carnegie. In business. The first time I read it. I was first a highly successful salesman and later on I became a record-setting sales manger. Dale Carnegie Courses were the foundation for the advanced training I received in later years. I highly recommend Dale Carnegie Sales Training to every beginner in sales and business. light bulbs light up in my mind. Your personal circle of influence is one of the most dynamic forces in your life and in your business. I realized early on my personality was my strongest personal asset. All of the successes I’ve achieved in business are directly proportional to my ability to generate new business through referral and personal . In the bestseller. measured. he was the father of the scientific sales approaches we use today. growing up on the Westside of Jacksonville. Certainly. There are many moments in people’s lives they identify as a turning point…something that would have a profound and lasting effect on the direction of their life from that point forward. Climbing the ladder toward prosperity. I realized that professional sales is a precise and measurable science based on relationships. Relationships have to be a win-win situation. How to Win Friends and Influence People is a timeless collection of wisdom and useable knowledge. I look at relationships as an exchange of value for value.

I’m always looking for a direct link to the top person. As a matter of fact. My sales strategy is to start at the very top level. The trouble with this approach is you have to present and then represent your proposal to each incremental level. Never let your customer smell desperation. the president of the company. it’s usually the decision- . someone who is an expert operating at their level. there’s another point I’d like to hammer home.introduction. Remember. I rarely start a deal with subordinate managers or employees.. wimpy power posture. Deal with Decision Makers Even though I’ve mentioned it several times already. So many business people approach a client with a weak. You don’t want to be perceived as just another vender groveling for their business. What I’m looking for are those people who can help me with a direct introduction to the decision-maker. It is important to strategically position the image of your company in your clients’ minds. They’ll take my call even though their secretaries will screen-out almost every other caller. My plan of attack has always been to start out dealing with the very top person from the very outset of the relationship. Once this is established. I’ve told many prospective clients not to worry about my company’s performance because I’ve fired many more clients than have ever fired us. In the business of sales and marketing. the one person who can overrule everyone else about whether or not they will buy the goods or services I’m selling. it’s important to get to the decision-makers. I’ve always dealt with the owner.as opposed to a cold call starting out with someone at a lower level in the organization who feels it’s their job to keep you away from the decision-maker. One of my key philosophies is to establish myself as one of their peers. today I can pick up a telephone and get more top executives on the phone than anyone in my industry. I will turn down business if I feel it isn’t the right chemistry. We know each other on a first-name basis. I’ll usually continue to do business at that level for the life of the relationship. If we do business. As a result of relationships I’ve developed over the years. the CEO or the dealer. I’ve always strived to achieve a carefully constructed image in my business dealings. Most competitors make the mistake of calling on people at the lowest levels of authority in an organization and then trying to work their way up to get an audience with the decision-maker. I am holding you and your employees accountable for your performance with the training we offer. Never send out vibrations to the client giving them the impression you absolutely need their business.. These relationships I value so highly are a result of Power Posturing.

. you already know it. I am of the opinion that people buy the people who represent the product or service more than they buy the product or service. In other words.. The atmosphere is warm and your presentation is welcome when someone’s superior in his or her own company refers you. by coming in at the top level. it’s about self-confidence and stage-presence. when you are introduced to the lower level buyer by the big shot that is in charge. It’s a respect thing. You’ve got to find a way to bypass all of the lower levels of bureaucracy in the company and get your presentation in front of the decision-maker. Although I have never been able to adequately describe exactly what it is. Later on.this tremendous sale that’s going to be the mother of all deals. and you have to have it to be successful. then you are coming in as an invited guest. Let’s just suffice to say. you must be willing and able to defeat an established relationship between your desired client and a competitor who already has the business you want. you need it. How many sales people and small business owners have we all known throughout our lives who focus all of their time chasing elusive mind deals? We’ve all met those blowhards who are always on the verge of the monster deal of a lifetime. So. you’ll recognize it. I do know it’s got a lot to do with your professionalism and your perceived expertise. This is a delicate situation and you could easily blow it if you’re not set up with the right power posture going in. Never deal with someone that is not empowered to say ‘yes’. For more than twenty-five years I’ve been trying to find the right words to describe this concept. the only way to get new business is to take that business away from someone who already has the account. When you see it. You are a friend of a friend.makers who are the visionaries who are not afraid of risks and change. Mind Deals It’s important to put together solid business. Most people are intimidated by decision-makers and avoid them. the lower level employee is overruled before they can object. More than that. I am banking on the assumption that my competition has probably established a good relationship with the lower level employee but has neglected developing a stronger binding relationship with the decisionmaker. at the very top level. if you have it. Your power posture is the total impression your customer has of you and the value they place on you as someone they would want to do business with. In most business environments. Your primary strategy in the conquest of new business is finding a way to start at the top level. These small-time operators are always incessantly babbling about sales . Taking business away from an entrenched competitor who already has the account is difficult.

Remember. starting with a solid foundation. and paperback writer in the universe recently discovered them. just one person you directly influence has an influence of two-hundred-fifty other people to the two-hundred-fiftieth power. You can find your personal connection to Kevin Bacon if you can trace the links through six generations of people who are already in your personal circle of influence. That’s two-hundred-fifty squared. armchair philosopher. Virtually everyone on earth is somehow associated with Kevin Bacon. to every other human being on the planet. In every one of my lectures. It’s amazing how so many ‘new age’ marketers are taking credit for inventing the concept of customer relationship management. Gather People I’ve been researching.and deals everyone knows are never going to actually materialize in the real world where the rest of us live. Actually. It’s a game of who knows who and who knows you and who knows who that knows someone who knows Kevin Bacon. Every human being on the planet is connected. times that many more people their friends influence. Power Networking Sure everyone has friends and associates. is the key element in relationship-based sales. psychologist. If you ever read The Six Degrees of Kevin Bacon by Fass. When you’re first setting up your personal network. Your power posture. the book was based on this assumption. In other words. Ginelli and Turtle. studying and teaching relationship-based marketing for more than thirty years. the way you are perceived. basically. within six generations. Somebody told me one of those folklore factoids recently. very few people buy the product as often as they buy the sales person. A few years back the Kevin Bacon game was an epidemic fad on college campuses. So. connecting you within six people to virtually anyone and everyone else on earth. . The average person in your community has a power base of about two-hundred-fifty relationships…that’s how many other people they know and influence. I was teaching these concepts long before every other speaker. it’s important to take time to define specifically who you would like to meet through introduction. seminars and consulting projects I teach the original Ziegler concept I call ‘gather people’. So I see everyone I meet as two-hundred-fifty new personal contacts multiplied exponentially by multiples of two-hundred-fifty. everyone on earth knows somebody who knows somebody who knows somebody who knows somebody who knows somebody. You build a sale the way you build a house.

. who knows someone. Through the years I’ve done a ton of business with contacts that were referred to me through contacts that were referred to me through other personal contacts in my immediate circle of influence. who knows someone. then. the ink was still wet on his diploma. The point is. who knows someone. he had erased several thousand names of past clients because . There were people in your life you should have gathered and kept close to you. You lost the value and potential power of those relationships. In other words. In every conversation be aware that everyone you meet has a circle of influence. by finding people who know people who know people you would like to know. Most people are guilty of wasting the personal relationships they’ve developed over the course of their lives. One day he walked into my office and proudly announced he had deleted several thousand dead contacts from our database. who knows someone. Gathering more relationships while keeping old relationships is the only way a person builds a more powerful circle of influence.who knows Tom Cruise. Unfortunately. you already know someone. Every time I add someone new to my personal sphere of influence I am building a bridge to all of the people they know and all of the people they know. Fresh out of business school. It is a fundamental premise in life science and wealth-building. Explore ways they might help you.Say if you really wanted to meet Tom Cruise. according to the assumption of six generations of personal linkage. you let them gradually slip away from you and they faded into history. Building your personal network is a lot easier than keeping it. who knows someone. I’ve landed hundreds of profitable business opportunities resulting from conversations with people I met on airplanes. theoretically. As an example. Never lose these relationships once you’ve created them. whether there’s any real quantitative validity backing up this example or not. In personal and business networking learn to think beyond just the individual you’re speaking to and explore who might be in their personal network. how many of those people who were your closest friends and acquaintances in High School are you still in touch with today? You should never have lost touch so completely with so many people.. exponentially and mathematically. let’s just say you can greatly magnify your personal and professional circle of influence. kept them in your circle of influence throughout your life. Don’t Throw Away Business Relationships A few years back I hired my young brother-in-law to manage my business.

on the surface. We restored the entire database immediately. Don’t exclude anyone from your list. I try to meet and get to know as many people as is humanly possible in virtually every walk of life. we always try to get the home address and phone number of every person we interact with. it helps to have friends at every level. Many of these people are lower level employees you might consider insignificant. we database a lot of people. The stuff they were getting from us every month was keeping us fresh. aides. we still have the ability to get in touch with them. Once my company has secured the business. never lose track of him or her. Exclude no one. they were still referring many new clients. Although my goal is to align with decisionmaker at the top levels. When I am selling our services to another business. In my companies. It doesn’t really matter who they are or what they do. Fortunately. You see what he didn’t know or understand about those names was about the relationships I had cultivated with those people through the years. These relationships were paying off in many ways he was not aware of.they had not done business with us over the last few years. nobody is too small to be part of your personal network or your company’s business network. They were discussing our company at meetings and conventions. It had taken me nearly fifteen years to put that database together and. assistants. Then. These people were still talking us up within their circle of influence. I can’t tell you how many people were so grateful we kept in touch with them after they left their previous employer that they recommended my company to their new employer . Experience has proven many times my company will ultimately win the business if we are able to build an army of allies within the organization. I had backed up the entire database and those names were not lost forever. even though some of those people were no longer actively doing business with us. never lose sight of the fact that the little people in every organization have influence. You never know when the boss is going to casually mention you or your company in front of a secretary or a lower level employee who is going to say something really positive about you or your business and swing the deal your way. his rationale made a lot of sense. I’m talking about everyone. Develop Allies Inside of the Company Once you have met anyone in your industry that might be of help to you in the future. if they move on to another employer. These people still looked forward to reading our literature and flyers. We were going to save thousands in printing and postage by no longer sending flyers and newsletters to people who were no longer doing business with us. sales people. mechanics and anyone else who might even remotely come into contact with a decision-maker. Of course. janitors. secretaries. at all levels. in the front of their minds. Remember.

In other words. You Never Know Bill was a big. most people. He was sitting by the window surrounded by an entourage of people. it never dawned on me at the time that Bill had access to him. at that time. Bill walked over to us wearing his trademark smile. He’s a blue-collar supervisor with Delta Airlines. sideby-side. I found out later he was doing a photo shoot for the Delta InFlight Magazine. including me. Leo Mullin was one of those people I really wanted to meet. with my friend Bill. my company has always done a lot of business with these folks. We had stopped and said hello to Bill earlier when we passed him on the way in but it never occurred to me that he was traveling with Leo Mullin. I quickly recognized Leo Mullin. it’s important to point out something here. Mullin walked over to my family and me and introduced himself. I had told Bill months ago over coffee before our Sunday School Class started that I would really like to meet Leo Mullin. We first met him in our adult Sunday School Class. For personal and business reasons.000 with Delta Airlines flying myself and my employees around the country. he excused himself and went back to his photo shoot. A few minutes later. You see. It was spring break and we were headed to our favorite resort hotel on Grand Cayman Island. Bill was my friend and he was aware of what I do for a living. Mullin around the airport the day . friendly sort of guy. Nevertheless. a Platinum Medallion frequent flyer as well as a multi-million mile customer. Bill was escorting Mr. Of course. We talked one-on-one for maybe twenty minutes. It was early Friday morning and we were waiting in the Delta Crown Room executive lounge just before the flight. Now. Mr. I didn’t feel it would be appropriate to walk up cold and try to start a conversation. I’m a premium customer with Delta. Mullin went back to the photo shoot. I always fly full-fare first class. The man was working. A few moments later. wouldn’t associate Bill with a direct link to the top decision-makers. Later on when they took a break to reset the backdrops. Ordinarily. Even so. Debbie and Zach and I had been planning this vacation for a long time. you can imagine how surprised I was to see Leo Mullin walking and talking. On a big month I might spend upwards of $60. After Mr.when they finally landed. As it turned out. who was the CEO of Delta Airlines at that time. I’ve always found it difficult to break through all of the levels and filters that isolate the officers of the company from their customers.

One of the most difficult things in life is having the strength to get negative people out of your life. in all probability. . Mullin had requested one of my business cards. Bill was only one of hundreds of people I had systematically mentioned to that I wanted to meet Leo Mullin. I have always said these words. The lesson is to make everyone in your circle of influence aware of whatever it is specifically you are trying to achieve. If I even suspect you are dishonest. you will receive more than you’ll ever need. I am talking about the quality of people you choose to allow to become a part of your personal network. I am a nationally recognized figure in the Retail Automobile Industry. Even on vacation I always travel with my briefcase. I always had a direct link and access to Leo Mullin. or at least who you appear to be. If someone appears to be a loser.“You don’t need to lie or cheat or sneak or deceive to sell automobiles. Unfortunately. which says… Send out your bread upon the waters for after many days you will get it back. Mullin. “If you help other people to get what they want..” How many people are actually willing to stand up for your principles? If you allow losers into your life. Not only did I give Bill one of my cards to give to Mr. the people you know and who knows you says a lot about who you are.. Losers are a Liability In networking. He told us Mr. the 35th verse says… It is more blessed to give than to receive. Acts 20. In the New Testament. From that point until the day he retired. I will personally persecute you until I run you out of our industry. I took this opportunity to put one of my company packages directly in his hands.we met him.” --Zig Ziglar 20th century-Of course Zig originally got this concept from the Old Testament book of Ecclesiastes. In every speech or seminar I’ve ever performed to managers and sales people in the car business. We don’t need criminals in the car business. the car business has given itself more than its fair share of black eyes and bad public relations. You’d be amazed how many times I’ve been successful in hooking up with someone who is normally inaccessible because I put the word out there and waited. Having access to him was invaluable. it will reflect back on you and bring you down in the eyes of those people you most want to meet. The quality of the people in your personal network is an asset. Losers are a liability. they probably are. As I mentioned previously. Intuition is a powerful thing. chapter 11 the first verse.

.. His solution was a scene right out of an AmWay meeting with Osment drawing three circles on the board and then three more circles connected to the each of the original three and then three more.Since Zig got it from the Bible. chick flick sort of movie but I liked it anyway. There’s a big difference between setting up a powerful and productive personal network as opposed to simply manipulating other people to get what you want. Reading Zig Ziglar’s books and listening to his tapes taught me this fundamental philosophy that’s helped me to increase the quality of my life in almost every way. I wish I could say I knew him extremely well. Zig Ziglar has the conviction of his morals and beliefs and will stand up and be counted for those things he stands for. Of all the legacy things I would hope to be remembered for…I just hope people will remember that I was a decent person.and so on. Make it a point to selflessly help others.and so on. It is a simple basic concept rooted in goodness and kindness…“You will always get what you want by helping other people to get what they want. The kid’s theory was that if he could do something altruistically good for three people and their payback was to do something good for three other people whose payback would be to do something good for three more. That’s my most sincere compliment. The plot was melodramatic but the premise was an explosion of realization. Sort of a tear jerker. but we’ve spoken on several occasions at the National Speakers Conventions. I don’t mind using it here. It was about a kid that was given a seventh grade assignment to come up with a project that would change the world. When I say someone is ‘decent’. try to do good things for others whenever possible. Without thinking about a specific reward or personal agenda.then he could change the entire world. Everyone knows he’s a prolific author.... Zig Ziglar’s right. I consider Zig Ziglar to be one of the greatest speakers and motivators of all time. you know what I will always remember about Zig Ziglar? He’s a decent man. Oh. One of the habits I believe has greatly elevated my success is when I end every conversation with these words… “Is there anything I can do to help you?” It’s important for you to focus on the other person’s agenda. But. You develop personal relationships by doing nice things for other people without a specific reward in mind. dynamic speaker and master motivator. What do they want? How can you help them achieve whatever it is they want? Back in 2000 there was this incredible sentimental little movie titled Pay it Forward starring Haley Joe Osment. The word ‘decency’ almost seems archaic in modern society. Kevin Spacey and Helen Hunt. super salesman.” You see. it all comes back to you... I know Zig Ziglar.

I seldom use the words Sir and Ma’am or Mister or Missus when I’m dealing with other people. the theme lasted long after the movie wore off. . but. always "pay it forward". it became an international movement. The signature line at the bottom of every email I send out today reads this way . You don’t gain people’s affection or respect by groveling. CSP. I always learn people’s names and use their name when I speak to them. it is essential to break down the barriers between you and other people. Get Their First Name and Use it One of the common characteristics of most wealthy and successful people is their ability to remember people’s names and to use people’s names when speaking to them. At the beginning of my seminars.. In my travels. But. This is not intended to be rude or disrespectful in any way. One of the greatest barriers in most relationships is getting beyond the other person’s title. ‘Pay it Forward’ spread all over the world. which is…‘Get their first name and use it. Okay. I know thousands of top executives on a first name basis because the relationship started out from the first moment on a first name basis. I ask the people in the audience to cover up their name badges and then I go around the room telling each of them their names. One of the most powerful things I learned years ago in the Dale Carnegie Sales Course was the simple sentence… ‘Get their name and use it. This is another one of those power-posturing techniques.do something good for someone else with no expectation of reward. Once again. and personal relationships... HSG. Every event in life and business is a photo opportunity.’ I have expanded the Carnegie concept and created an original James A. This requires a lot of focus and concentration. yeah. James A.. in the movie. I cried when the kid died. My goal is to develop a ‘peer level relationship’ with others. Ziegler. On three occasions I have successfully remembered the names of more than one hundred and fifty attendees only a half hour or so after I first met them. I also try avoiding titles like Reverend or Doctor in my conversations with others unless they’re acting in the capacity of a minister or a doctor at that exact moment.Remember.A little far-fetched perhaps. sniveling or cowering. I’m talking about everyone whether or not it’s a waiter in a restaurant or a vice president at General Motors. One of the reasons I’ve arrived at some level of success. influence and affluence is because I have the ability to make other people think I’m one of them. I dedicated many hours developing my ability to remember people’s names. business. no disrespect intended.’ In your life. Ziegler concept. It is imperative for you to get on a first name basis with everyone as soon as possible (and only when it is possible).

If you intend to become successful as a person in the business world. Every page on every one of my websites has a lot of audio and visual credibility pumped into it. These pictures weren’t about me. Every potential client that inquires about our services will receive a full presentation package on my company within twelve hours. Everything was always shot in a business setting. 1986--One of the fundamental missions in The Prosperity Equation is to create your own credentials. A few words of advice to every new business person get testimonial letters from every client and take lots of photographs of your business in the act of conducting business. those pictures were documenting our credibility. If you have employees. first class delivery. Show your people interacting with the customers. Even though we are a well known. Our company package is filled with testimonial letters. All of our sites feature photographs of people attending my speeches and seminars. Remember the object of these images is to create the impression of what I call. established business. use a lot of action photography instead of posed group pictures. When people sign up to attend my seminars they automatically sign a release giving my company the authority to use photographs of them in my advertising. all ecommerce enabled. they were human-interest shots of the people who were interacting with me. working with each other. Visitors to our core websites can browse through dozens of thumbnail photographs. Whenever I was traveling. using the machinery. services. ‘bigger-ness’. I still hire a professional photographer to come into my seminars and shoot a lot of ‘people shots’. You’ll also find recorded audio speeches I performed before live audiences as well as testimonial letters from our clients. What we were looking for was action shots of me working with the seminar attendees. We currently have more than thirty up and running websites. Debbie was always in the back of the room shooting several rolls of film at every event. When photographing your business. when I was first starting to perform public seminars.---Ziegler. you must first create a credible image of success for yourself and the business. Each of our corporations has it’s own dedicated website and we have specialized websites promoting other products. We were never at a shortage of pictures to put in the newsletters and flyers. articles about me . There’s a navigation button on each catalog site which links to a page called The Photo Album. there was always a loaded camera in my briefcase. feature them in your newsletters. Every seminar registration form has a disclaimer and release just above the signature line at the bottom. and events. Although we didn’t realize it initially. In the very beginning.

always on quality paper such as 60 pound white glossy stock and always in at least two colors. Our flyers are self-mailers. Dealer Magazine. the theme has always been first-class training in a first-class environment. I would never send anyone black and white reproductions made on a copy machine. as well as reprints of articles I’ve written. you have to stay in front of your industry. I probably would pay them to let me do it. and national conventions as well as more than a hundred automobile dealer 20-Group meetings (mastermind groups) in various resort cities in several countries. I’ve spoken at more than two hundred state. Our broadcast email newsletter goes out to eighteen thousand industry recipients twice a month. All of the testimonial letters are reproduced in the client’s original letterhead colors to give our prospective customers a quality impression. Remember. Even in the start up days. As a new company. Why would I ever even consider sending out second-class materials promoting firstclass service and training? Be Highly Visible Through the years. you have a better shot at landing the account with multiple mailers. Every month we mail thousands of flyers to past clients as well as to new prospects. the truth be known. and even though I am not paid to do it. Fake it Until you Make it . The strategy is to keep updated seminar information in front of our customers. It is important that the owner is already familiar with your company and the benefits of doing business with you before their employees come to them with the flyer.and the company. By sending the flyers to several levels within the organization. I am still the foremost national columnist in a prestigious trade publication. or even as established entity. with a photo on every folded section except the outer part where the stamps and the address go. We will also copy the owner of the company who is usually the decision-maker. usually four color. We will usually send one flyer to the manager who is the actual prospect to attend the seminar and another copy to his/her immediate supervisor. or not interested. Most recently we’ve been sending a personal overnight letter to the owner of the company thanking them for inquiring about our services and urging them to visit our website. when the company was new and money was tight. city. If someone who receives the mailer is negative. Sometimes we mail three and four levels deep into the same company. They’ll receive a video about the company with excerpts from speeches I’ve performed. you still have a chance their supervisor or even the business owner might overrule them and you’ll still wind up with the business.

You must dress like a success. With today’s technology. at some time or another. It is available to virtually everyone. fake it until you make it. You must hang around successful people and go to successful places. Drive a successful car and live in a successful place. interests and hobbies. Realistically though.Don’t wait until you think you’re ready to start acting successful. People prefer to do business with successful people. What unique advantage will your business have over the potential competition? Are you thinking about a service or product people will pay for? What is it about your service or product that is so uniquely better than everyone else who is offering similar products and services? If there is already a dry cleaner on nearly every street corner in your town. I have always believed that people are more likely to want to know you and do business with you if they perceive you are successful. This is basic ‘Prosperity Mentality 101’. you must appear to be successful already. Often times in my lectures I teach the principle I call. People are charismatically attracted to successful people. success and prosperity will happen automatically. I assume you’re looking to get into a business where you can make a lot of money and build a solid future for yourself and those people you care about. somewhere. Here’s an answer to the ancient paradox. and you must do successful things. what makes you think your dry cleaning business is going to succeed? If others have failed in the same type of business. There are so many people who can’t distinguish between a real profit-making business opportunity and their personal missions. maybe even in the same location. They dive in headfirst without looking and then get all depressed because they aren’t making any money. Once you envision wealth and begin to act like you have already arrived. you have a wealth of research and information at your fingertips. is this a business model you’d be willing to bank on? Selecting a Business A unique business or is it just another dry cleaner? I sometimes catch myself laughing uncontrollably with tears streaming down my face when people tell me they’re thinking about starting a new business in a low-income. I encourage people to invest in their image. was it really because the previous owners were . high-failure industry. I am sure that has really happened to somebody. Somewhere out there I am certain there really is the legendary barefoot kid with the purple hair who has this incredible multi-billion-dollar dot-com startup company operating out of his parents’ spare bedroom. The chicken most definitely did come before the egg. you must look successful. Start doing prosperous things now. If you’re ever going to become successful.

They’ve become slaves who are shackled to a business with long hours and a low payout. The entire bit was a spoof about just how ridiculous the idea was to start with. realistically. and maybe even franchise agreements you can’t get out of. Once you are in it. The only people who bought any tape from them were the other shop owners in the mall who needed tape to post going out of business signs in their windows. They don’t want to hear about it. Before you jump out there and invest in it. It was obvious to everyone but the person who owned the business. They’re stomping around their living room right saying bad things about my ancestry. Most business failures were predictable before they ever even opened the doors. Unfortunately. That’s why so many people try and so many fail. the only way you can get out is bankruptcy. Many people are destined to fail and will ultimately ruin their lives because they’re not willing to leverage other people’s experience and expertise. they’re the very people I’m talking about in this chapter. I’ve seen so many people start ridiculous businesses based upon stupid concepts. In the early 80’s there was this running skit on Saturday Night Live called The Scotch Tape Boutique. It was about a couple that invested their entire life savings opening a store in a dying shopping mall. At least you can get fed up one day and quit your job. in most situations you just can’t quit your business and just walk away. Being stuck in a business you hate is far worse than being stuck in a job you hate. tell yourself the truth now. leases. As I traveled all over the world. Of course no business could ever hope to survive selling such a limited product line with such limited demand out of a store in a mall with no traffic. You’ve got money invested and you’ve entered into contractual obligations. Well. It’s hard to sell a business with poor cash flow. They believed the customers were about to start coming in any day now. All they sold in the store was Scotch Tape. is your town or community really just screaming and begging for one more Landscape and Gardening Contractor? I know so many people who have started their own business only to discover they have created nothing more than job replacement. I’ve met many bankrupt hardheads with all of these great stories about how they almost made it. Once you’ve made a commitment to invest time and resources in a business. Many people have ruined their .stupid? Do you believe your service and your advertising are going to be significantly better than theirs? Get real here! Most bankrupt businesses were destined to fail from the very beginning. They were doomed to bankruptcy but they had such a positive attitude. is your dream business really just another Scotch Tape Boutique? I’m fairly sure there are a number of people who just threw this book across the room in a fit of anger. ask yourself this question.

Of course. Most importantly. Personally. Well. You’ve Got to be Willing to Risk Money to Make Money When Debbie and I started SuperSystems ™ on the kitchen table back in 1986. I’d rather sell and perform services than to manufacture and warehouse products. let me say this about that. relying on guts and instinct. I don’t have the patience to wait for some time in the future when it will eventually start to pay off my initial investment. Define Your Dream The official party line in virtually every one of those How to Start Your Own Business books or schools is that you need to have a formal Business Plan before you start a new business. As a consultant and as a professional speaker. . we didn’t even touch those credit lines until the second or third year in business when we decided to grow the company. It was my intention to make a profit from day one and there were no contingent plans to borrow any money from anybody. It Takes Money to Make Money There’s an old myth that says you have to be in business for a year. we had just enough cash on hand to last about six weeks based on our standard of living at that time. then I would give it up and go back to work and get myself a real job. I was a Bootstrapper. Actually. my entire inventory is right here inside of my suit so-to-speak. I am looking for a business with little to no receivable.there are millions of people starting new businesses and many of them are profitable from day one. The type of business I want is something you can initially start up and operate out of your home without employees. a business where you get paid in full upon performance of the service. maybe longer. My wife and I agreed that if the business wasn’t profitable by the end of the first month. I’ve got no interest in starting a new business if I am not expecting to make an immediate profit. I am sure that having a formal Business Plan works for a lot of people but I was marching to the tune of my own drummer. Millions of people today are becoming millionaires without a lot of startup capital.lives because they selected the wrong business.. I’d never start a business if it couldn’t generate immediate income.. Cash Flow Personally. before you should expect to realize a profit. Even though I’d never heard the term before. I don’t like to deal with inventory and product liability. I was one of those individuals who start up a new business totally undercapitalized. there were credit lines to fall back on but it was our plan to be profitable from the outset.

All I wanted from my original business plan was to get my thoughts on paper. I’ve often heard it said you have to identify situations that cause your client pain. improve their employee morale. Having been a manager at several of the top dealerships.A Formal Business Plan is for those educated. the wealthiest entrepreneurs in history have always been able to create their own markets where none existed before. where I could see my vision in print. Of course. Find out what causes them to lose money or sales. just for me.the problems and circumstances they struggle with. One of the most profitable professions in the United States is the medical profession.. Then design a business that offers the cure. I already knew which dealerships were successful and which dealerships were struggling. I viewed my business plan as something I wrote for myself. Whether your company exists to solve problems or to create greater abundance for your clients. Successful businesses satisfy a need. Identifying Your Customer’s Pain In the beginning SuperSystems ™ was pure concept. streamline their processes or create harmony in the workplace. solve their problems. My Business Plan was just a stack of yellow legal pads with all of my personal notes and thoughts. to get my thoughts organized into a clearly defined course of action.. There were no preexisting models to study because there were no independents doing hands-on sales and marketing consultation programs in the automobile industry. Having a lot of knowledge about the automobile business in Atlanta. Maybe you just need to devise ways to cut their costs. the main reason doctors are able to become so wealthy is because people will pay anything to escape discomfort. Not all of your potential customers’ businesses are broken. You have to show them your company can save them money or make them money. I also knew the problems even the very best dealerships struggled with every day. Sometimes the solution is simply to devise a way to improve the quality of an already successful and efficient business. or increase their revenues. structured business types who need to present an idea to investors and bankers in a clearly defined and mathematically correct format designed for structured minds. So will businesses. A Home-based Business.the First Stage ...

Many of my friends operate businesses from their homes. It’s a great model if you’re content to reach a certain level and stay there. In my philosophy a home-based business is just the first stage; it is not the end goal. For the most part, home-based business enterprises don’t project the image of being a real business which includes having a real business address. When you think of home-based businesses you usually envision someone who has opted for job replacement by working out of their home. If you’ll be satisfied simply to replace your current job with another one, then have at it. But, as I said in the beginning of this book, I want more. If the idea of becoming wealthy by operating a home-based business sounds like a dream to you, that’s mainly because that’s exactly what it is. True, many businesses start on the kitchen table but my theory has always been if a business is to become really successful, you must create an illusion of bigness a home office just can’t create. Home-based businesses give your prospective clients the impression you are a small time operation. Most companies and most individuals want to do business with companies they perceive to be capitalized and stable. People want to feel confident they’re dealing with an experienced, professional company that will be around for a while. Home-based companies have an aura about them that says this isn’t really a serious company and it probably isn’t permanent. Everything about it feels temporary. You never want to give your clients the impression you’re operating on a shoestring, even if you are. Never, never ever, use voice mail or an answering machine or a recording of any kind to answer your telephones. Whatever you do, never have your business telephone answered by your family members or children. The last thing in the world your customers need to hear is your kids or your mother-in-law answering your business phone or screeching the background of a business call. Even in the earliest days, when we were just starting out, a live operator answered our phone twenty-four hours a day. When Deborah was out we transferred the phone over to our live answering service. A home-based business will sound bigger and more professional when you hire the services of a full-time, 24-hour live answering service. When a customer calls your business and gets a recorded message, they get the impression you’re a small-time operation. They might easily assume you’re not reliable. If your business telephone is answered by an answering machine or voice mail, it might be cheaper and less embarrassing to just to run a full-page ad telling your customers you’re a small-time operation. Let me just add another a note here to show how some people think.

One of my personal tics is, if I ever call a company and the receptionist answers the phone with the words “Hold please!” and doesn’t even speak to me; I will hang up immediately and make a mental note never to do ever business with them. I Came to Get the Money Traveling across the country speaking and consulting, there’s one thing I never lose sight of. The reason I am out here is to get the money. I’m a professional and I’m worth what I charge for my services. This is not my mission…it’s not my calling…and it’s not my hobby. This is my profession. People are paying me for the years I’ve invested in learning my profession. They’re paying me for the expertise I’ve personally invested hundreds of thousands of dollars to learn and acquire. They’re paying for the benefit of my experiences and the knowledge I will share with them. They’re paying me to teach them what I know and to make their lives and their businesses better. I put my heart into the quality of my work and the services I provide for my clients...and they will pay me. If you can honestly say you have provided quality goods and services to your clients, you will never be ashamed to ask for the money they legitimately owe to you. I never apologize for my fee and I’m never embarrassed to ask, “Where’s the check?” Today I Will be Paid for My Professional Services The ringing phone demands an answer. I roll over in the bed fumbling on the night stand trying to find it. After all, I am not familiar with this room. I’ve survived thousands of hotel wake-up calls. Suddenly, I sit straight up in the bed, “Wait a minute! Where am I?” and the other question I ask myself is, “What am I supposed to be doing this morning?” and “Am I late for what ever it is that I am supposed to be doing?” Every business traveler knows my story. Seriously, after doing it for more than twenty years, it all starts to blend together. Homeward Bound Do you remember the 1960s song Homeward Bound by Simon and Garfunkle? Those lyrics still haunt me. A major sacrifice, part of the price I’ve paid for my personal prosperity, has been twenty years of traveling more than two-hundred-fifty days a year, living in hotel rooms and airports, away from my family. I’m often lonely and homesick. Even though my clients generally treat me like a celebrity, there’s a hard price for my success. This Glamorous Life Just Ain’t Everything it’s Cracked Up to Be

What I’m about to say next may shock some of you. “This glamorous life just ain’t everything it’s cracked up to be.” Go back to the very first chapter of this book and reread the part that says... “I am where I am in my life because I am willing to do things other people are not willing to do to get what they say they want.” A few years back at the National Automobile Dealers Association annual convention, a young aspiring consultant came up to me and said... “Mr. Ziegler, one day I’m going to be where you are.” I looked squarely in his eyes and said...“You’ll never be where I am because you are not willing to pay the price it takes to be me.” The Man at the Top of the Mountain didn’t Fall There Success often comes with a heavy price tag and the degree of success you desire to achieve will determine the weight of the payment. Remember in the early chapters when I was challenging you to examine the depth of your personal commitment to succeed? I’ve seen so many people who said they wanted to achieve these levels of wealth and prosperity but weren’t prepared to pay the price. I am visualizing future rewards that will grow from the seeds I’m planting today. The pain I am experiencing today will create a better life for me and my family and their families. Every morning, I find myself waking up in another hotel somewhere out here in the countryside, as I’m putting on my tie, I look in the mirror and say to myself, “Somebody’s gonna pay for this!” --James A. Ziegler Whether it’s in Cedar Falls, Iowa or Grand Cayman Island in the British West Indies; Getting dressed, as I am putting on my tie, I look into the mirror...and with a serious, sober look on my face...I say these words out loud. Every entrepreneur needs to reaffirm daily “Today, Someone is going to pay for my professional services.” You Haven’t Made Anything Until You’ve Been Paid In 1973, I began selling radio advertising for WVOJ, the number one country radio station in Jacksonville at that time. The owner and general manager of the radio station was a man whose name was R.T. Oldenburg. Putting it kindly, Dick Oldenburg was a difficult man to deal with. There was only one way to do anything, and that was Oldenburg’s way. It was impossible to reason with him or change his mind about anything. Opinionated and temperamental, Oldenburg ruled the station with an iron hand. Quite a few people might have said he was extremely unlikable.

and then suddenly these worlds collided and here I was working for him. They’ve performed the work and delivered the merchandise and now they are waiting for their clients to get around to paying them. only as a last resort. focused and intense. Even though they were able to sell the advertising. In most cases these people have one quality in common. Occasionally. In the radio and television advertising sales business. The secret to getting the money starts when you get a firm agreement about payment from the very beginning of the relationship. the commission dropped to 30% and so on. Not only did I become an extremely successful advertising salesman but I also developed a reputation for being able to collect the money. the sales manager. Every day I meet business people complaining about cash flow problems. . they were weak and timid when it came to collecting. Just to be sure the sales people were participating in the station’s cash flow.and if it went to collections. There were sales persons at the station that actually quit because of the pay plan. You were paid when the money was collected and inhouse. Oldenburg set up a decreasing pay plan. One of Oldenburg’s quirky policies at WVOJ was that the sales person’s commissions were paid upon collection of the money. it’s quite possible Oldenburg and I might have killed each other. The station was the number one rated adult radio station in the city. if they paid within thirty days. many times putting himself in the middle... Many retail businesses are ‘slow pay’. powerful clients are floating their money. not when you sold the advertising. Oldenburg and I lived in two different worlds. your commission dropped to 15%. If a sales person’s client paid in advance. based on when the money was collected. I am never ashamed to approach the person at the highest level in any company and ask for the money when it is rightfully mine. the commission was 35%. or even ninety days to pay an invoice. you received nothing. And then there was Dick Oldenburg. they’re intimidated by the client and afraid of losing the business even though their big.One thing no one would deny was that the man was brilliant. it’s not uncommon for your customers to take more than sixty days. Now here I was this street tough young guy from the Westside with a high school education and an attitude. Rarely did I ever have an account whose payment was running as much as thirty days late. Then. If one of your clients paid 120 days late. my employees still come to me today. If it hadn’t have been for Jack Davis. This policy became a major influence in my personal development.

of course. It read… Dear Tom. This particular client was the type of account I would characterize as being a little squirrelly as opposed to being a complete deadbeat. She told me the client’s payable clerks were giving her the old runaround. very few people owe us any money. Even most importantly. There wasn’t any doubt in my mind that they would pay us eventually. we’re still doing business with his company. I realized they were good for the money. No problem! I’ll handle it. by the same token.000 a year in additional business. “Okay. for example. Debbie. I looked up at my wife standing there with the invoice in her hand and a frustrated look on her face. This is not the way I do business. I knew I’d given this particular client great value and now here they were mousing us about our money. I really didn’t want to lose this customer or their business but. it has never been mentioned again. It’s also important for you to understand something else. making matters even more delicate. We’ve been in contact with Cindy in your payables department and I would appreciate it as a personal favor to me if you would look into it and expedite the payment… Thanks: Jim Ziegler Long story short. but don’t mess with my money. there was an occasion few years ago when my wife. . I fired off an email to the president of the company. We’re only talking about $3000 here.” Now remember. I’m always going to collect the money. My accounts receivable is extremely light. They kept promising to send us the check and then. came into my office with an old invoice which dated back more than 120 days. without hesitation. Believe me. I’ll bend over backwards for a client. it never arrived. To me it’s just couple blackjack chips. as my business goes that’s not really a great deal of money. we had the check within three days and. even though I’m sure this is not the last time we will have to press them for payment. Sitting there at my desk I immediately made a decision and. this particular client was also a consulting account.. which represented about $75.. But.to help them collect from those few accounts that owe us money. (not his real name) My office is having some difficulty collecting on an old invoice for two of your employees who attended my December seminars. And. even though I have seen him and spoke to him on the phone numerous times since. Two of their employees had attended my seminars more than three months ago.and I said.

I believe in firm agreements outlining what products and services the client will receive and how you will be paid and when you will be paid. When we book a consulting visit or sell a seminar seat. It took me a long time to really understand and appreciate his business genius.. and then we send another copy of the invoice and letter of intent via hard mail or Federal Express..or client will provide transportation reimbursement. The Secret of Clear and Firm Agreements I will never be in the business of offering my clients credit or long-term billing. immediately after the agreement is made. .the client will arrange my hotel room billed directly to them in a HiltonMarriott class or better hotel. we write them a Formal Letter of Intent. Ordinarily we never use a contract unless it is an area where the other business will be paying our company a commission.or the client will provide transportation for me while I am in the area for this event. That’s the primary singular overwhelming reason our receivables have never been significant. the responsibilities of both parties in the agreement. we always invoice the client twice.The way my office is set up.. I have very limited exposure and I never let a client get too deep into my money.. This is how we do it. first by FAX or email. Even though it’s not uncommon for my companies to generate more than three hundred thousand dollars in a big month the overwhelming majority of our business is done without a formal contract. We always get the money. A letter of intent clearly outlines. When a client agrees to hire our service as consultants.. This usually occurs when we’re selling their services through strategic alliances or referral agreements to a thirdparty client. right down to the airline and flight number. so-to-speak. which details the terms of the relationship. Although I have never instituted the decreasing commission pay-plan. on a handshake. collections are a priority and we get our agreements firm at the point of sale. my sales representatives today are paid commissions only upon collection. A typical letter of intent might contain something to the effect. not at the point of sale. in minute detail. I look back on Dick Oldenburg with only the fondest memories and best wishes. The reason is simple. The lessons I learned from Dick Oldenburg at WVOJ Radio over thirty years ago are still paying off every day.. The secret to getting the money is to set up your business dealings with all of your priorities upfront. which includes a clear understanding going in that you expect to be paid immediately upon performance. The letter outlines when I will show up. It’s because my agreements are clear and firm with no gray areas.

The letter clearly states that. It also stipulates the client will instruct his/her employees to participate in our project with a spirit of cooperation. Recently. Currently. plus hotel. I told him he had two seminar attendances in the bank any time he wanted to send someone to any of my events in the future but I never refund in this situation. This has been specifically outlined in my agreement with the client and there’s no room for them to wiggle because there are no gray areas in the agreement. Notice the detail. When I send a client a letter of intent. If a student doesn’t make it to one of my paid-in-advance seminars. to whom they are to pay it. . My take on the situation was that Elvis had given the concert and you elected for your people not to attend. transportation and first-class airfare reimbursement. (including travel day). and when. My seminars are always paid-in-advance and nonrefundable. Ziegler a fee of a certain amount plus per diem of such and such an amount. I’ve collected the money for this event and there are no refunds except in the case of act-of-God or emergencies. the client will pay directly to Mr. The letter goes on to say I will be departing on flight number such and such at this time on this day. then that client has a seminar seat in the bank and they can send any employee to any future seminar. Many times I’ve had to point out their employees’ lack of enthusiastic cooperation. Once again. If it’s on a credit card then we have the money in advance and it’s in the bank and the customer is committed. There’s nothing subject to interpretation or argument. It states my obligations to the client as well as everything the client is expected to do and what they are expected to pay. on such and such a date. The second part of the letter not only outlines what services I’ll perform and what materials I will provide. Your seat in the seminar was there and your people didn’t show. My letters are detailed down to the flight number upon which I will be arriving and the departure time and flight number. They’re less likely to cancel or back out of the agreement. My agreements are so finely tuned that I am always in control of the relationship. of course that’s unless there’s a legitimate emergency. I was on the telephone with an automobile dealer who was upset because he had paid in advance for two of his managers to attend my seminars and then changed his mind. my agreements are clear and firm. There have been many times through the years when it became necessary for me to shut a door and have a heart-to-heart conversation with my client. which violates the spirit of our agreement. He wanted a refund and I firmly said ‘no’. my management seminars sell for $1500 per attendee for a two-day event. Nothing is subject to interpretation. upon presentation of invoice. it specifies every part of the agreement in the smallest detail and defines every area of responsibility.

He said some very unkind things about my ancestry and rudely hung up...“Now. Not only that but he’s happy with the results. for the rest of the story. as Paul Harvey says. and we’re continuing with an ongoing business relationship. we’ve re-established a friendship. Well. .” Just this past week this same dealer had two of his managers attending my sales manager seminar in Atlanta.

Everything you are about to read from this point forward is the icing on the cake. Cooper was greatest sales trainer in the history of the retail automobile industry.Part Four: Advertising and Marketing and Sales. it’s up to me... I’ve built much of my core corporate philosophy around the meaning I filtered out of those words.. it’s up to me!” continuing Cooper’s legacy I’ve repeated those words in every seminar.one of my early mentors. Cooper memorabilia for his grandchildren. If it needs to be done then it’s up to you to do it. I spoke to him at length on several occasions. It wasn’t uncommon for a thousand paid students to be sitting in one of his events hanging on his every word. there’s got to be a quantifiable marketing strategy as well as a business philosophy. Up until now everything we’ve discussed has been philosophy and generalizations. All of them focused on your thought processes but didn’t spend any significant amount of time discussing specific techniques and word tracks.. Jackie B. I was honored that I was able to help her.. we had a professional friendship. Jackie passed away a few years ago and shortly after his daughter-inlaw called me and asked me if I could help her find some Jackie B. regardless of whether you’re doing businessto-business sales applications or selling directly to the retail public. Although we never actually palled around socially. At one point in the seminar Jackie held the microphone close to his lips and whispered these words in a deep reverberating bass voice…“If it is to be. No matter what type of business you have in mind. It’s Up to Me In the early eighties I was attending a seminar in Atlanta performed by the legendary Jackie B. Every one of my employees understands the concept and how it applies to their job description. We’re entering new territory. If It Is To Be. “If it is to be. If it is to be. The strategies I’ll be describing in the pages you’re about to read apply to all types of businesses.. On My! The Nuts and Bolts Fasten your seat belts. Through the years I’ve read a thousands books about how to become rich by starting a business. I was recently interviewing a young woman for an executive position . it’s up to me. Cooper. His wisdom was timeless. This is the bonus.” Jackie was an inspiration to me.

She had an incredible resume and an advanced degree in her field. It was obvious to me she held herself in high esteem.. Our seminar students would be arriving within the hour. executive position. After reviewing her credentials.whatever needs to be done. The vibrations I was picking up said she was a decision-maker and a quick-thinker who was accustomed to being in charge.in every interview. the cleaning service missed our offices the night before.. my company only has seven or eight employees present on any given day. “What do you mean?” She asked.and she participates in the sales contests.every time. and past employment. your job description can be described in one phrase. She stared at me with a deer caught in the headlights sort of shocked and paralyzed look on her face.“It’s not my job.. She was obviously confused as to where this conversation was headed. The last thing one of my employees should ever say to me is. As luck would have it.. yes.. She’s paid five dollars per seminar attendee on top of her minimal salary. She was immaculately dressed.. A while back. hair and make up perfect. all business. This is the same loaded question I ask every applicant. “Well.. The image she projected gave me the impression she probably enjoyed an affluent lifestyle.“Would you clean a toilet?” The question took her off guard. qualifications.” I didn’t offer the woman the position even though she was extremely qualified to be my publicity director.. This is a highly paid. I suppose..if I had to. This position is an integral part of my five-year business plan. You see folks. I asked her the loaded question. Every one of my employees chipped in emptying garbage cans and cleaning... Everyone is on Commission Since the very beginning. we were having this huge seminar in the training room with more than fifty out-of-town attendees. There have actually . I put everyone on commission. In my little company.with Ziegler Dynamics as my personal publicity director. when we were first getting the company off the ground. “Would you clean a toilet?” I repeated with very little emphasis or emotion in the tone of my voice. It totally disarmed her..” She replied with eyebrow raised and a slight hint of quivering uncertainty in her voice.. Out of necessity I found myself on my knees in a business suit cleaning the men’s restroom with a brush and cleanser. Even my receptionist receives a handsome bonus each month based on seminar attendance. We walked into a mess left over from the training session on the day before. for some unknown reason.. Her hesitation told me she would never have fit in to our company. I put a higher value on team spirit and good chemistry in the office.

they blew past it by a wide margin. including the secretaries and the technology guy. and jewelry as the top incentive level on various occasions. I put the top qualifier on this contest at a number so high that. last September we had a monster sales contest with a qualifying performance goal at the top level somewhere up there in the stratosphere. Then. if they hit another level it pays more. Everyone always goes the extra mile to make it happen and nobody ever complains. expensive dinners. They were holding daily sales meeting without me even being present. not one or two individuals.. but fair. Catch People in the Act of Doing Something Exceptional My theory about putting together a winning team is to hire the best people and then pay them too much. In other words. Whenever something exceptional happens I immediately reward the employee with something unexpected. There’s always an incredibly high level of enthusiasm when they answer the phones and our customers feel it.. Usually I’ll put some really incredible bonus at the very top level. when my receptionist made more than six thousand dollars from salary and bonuses.. Well.. they’re paid a bonus of several hundred dollars each. Guess what? They not only set a new record. When everyone in the organization is paid on sales. The contest goal was tough.or they’ll close a deal with an especially creative sale presentation.. although rare. I’ve been complimented thousands of times on my employees and their professionalism. extremely achievable. Truthfully.if they achieved it. if they hit a certain sales volume in revenues.it would be the company all-time seminar revenues record.. My sales incentive contests are always incremental and team-oriented. that’s everyone in the office. I want them to always win. I’ve put all-expense paid vacations to the islands... won a digital high-definition big screen television.been months. It had to be something they really wanted. I set up every contest in such a way to ensure they at least hit the first level.. Many times one of my employees will do something exceptional. the attitude becomes electric.and so on. My staff was on fire.. cruises. they almost never hit the number on the top level but I always make sure it’s possible. Everything was indicating this was going to be a great month and I wanted to ‘whup up’ a little additional energy and enthusiasm.something that isn’t ordinarily part of their job description. My theory is that the best people aren’t always the ones with the best credentials. Regardless. That month everyone who works in my little company. It’s not always a lot of .

Another reason we mail to their residence. When we set up our database we have the ability to send mail to the attendee’s home as well as to their workplace. As often as not.“Here. our registration form includes their home address and phone number as well as their supervisor’s name. their records became a dead end because they changed employers or moved away. (gathering customers’ names with written permission to re-contact them). Unfortunately. this is a little something extra to do something with your family this weekend. on-the-move from job to job. Today’s employees are more likely to be transitional.. Looking for Lost Sheep Many times a previous seminar attendee has changed jobs. if they change jobs.money but sometimes I’ll hide a twenty under their computer mouse or under the handset on their telephone and then I’ll call them. Recognizing the fact that the people who attended our seminars today might evaporate tomorrow. It was a costly lesson on the learning curve. therefore. when the Ziegler Corporations were first developing. their general manager’s name. and then they ended up referring my company to . it’s easy to lose track of people. we’ve lost touch with many of them. I’ve been known to walk through the office at the end of a really good week and give each of the employees fifty dollars out of my own pocket. Nobody seems to be trying to put down roots anymore.” Build Your List. Most of these people were managers and executives. Build your list. the reason we lost touch with some of our customers and seminar students is because we misplaced their records. over the years.. and the owner of the company’s name. many times. The reason we send the mailers to their home is because. Early on. I’ve been told that it’s a Generation X phenomenon. Most employers no longer show loyalty to their people. there have been more than one-hundred-thousand people who have attended my seminars. people are more likely to move on and change jobs. we decided to devise ways to find them and keep in touch after they’ve left their current employer. It’s incredible to hear the surprise and genuine gratitude in their voice when they find it. we didn’t realize the importance of keeping and maintaining an accurate database. This current generation in the workforce has neither the loyalty nor the work ethic of previous generations. you still have ongoing contact with that seminar attendee. In the developmental stages of my business.. So when we register people for seminars. In today’s world. as well as at workplace is because. Over the last fifteen years.. we lost track of them for a while. a clerk or an office manager might mistake your literature for junk mail and the recipient may never receive it.

video. both for Ziegler SuperSystems. . one-sizefits-all sales letters. and voice recordings in our advertisements. you must be able to isolate characteristics. The buzzwords to remember when building a database are mergeable…purge-able…filterable…and interactive. I encourage every one of my clients to create an interactive customer database. thousands of people have subscribed to our email newsletters and advertising. past buying patterns. The other side of this coin is we still have their immediate supervisors and the owner(s) and officers of their previous employer on our mailing list so we can solicit them to send other employees. and demographic information about your customers so that you can advertise and correspond individually to your customers rather than generic. By signature affixed they opt-in to receive our information via these mediums. I follow customers and prospects for life. it also releases us to use their photos. Currently. Inc. as the retail-marketing consultant to several hundred small businesses. Why in the world would anyone even attempt to grow a business here at the dawn of the 21st century without the technology to manage his or her customer information? These programs are so cheap. our customers receive a monthly email newsletter featuring every business offer and upcoming seminar. Today. Database Marketing for Small Business What I am about to say to you is the most important business discipline I will write about in this book. In addition to mail-outs.their new employer. The disclaimer authorizes my company to send them email newsletters and FAX transmissions by subscription. and Ziegler Dynamics. Inc. or maybe attend our events themselves. Usually this happens because they received a newsletter or seminar flyer at home after they left the other place. In other words. I don’t want anyone receiving our literature that isn’t receptive to receiving it. They’ll certainly need to train whoever replaced the employee who left. Anyone who requests to be removed from the email newsletter list or from the FAX queue is unsubscribed and taken off of the list immediately. This protects us if we use any of their photos from the seminars or if they were to inadvertently appear in any of our ads or promotional materials. That’s good business. When they sign the disclaimer. Your existing and past customers will always be your best and least expensive source of new business. Virtually anyone with a PC can manage an enormous customer base as if they were a genius. There’s a release and a disclaimer on every one of our seminar registration forms every attendee must sign.

I’ve always felt it’s important to feature a lot of pictures. (See Gather People) With today’s email databases. we use what I call Goldmine Corporate edition on steroids to manage our client base of over 80. articles and human-interest items as well as industry news in our newsletters.There’s a lot of off-of-the-shelf. American Business Lists) Regardless of which program you choose to organize your customer base. They’re all great. I think it’s important to pay attention to the so-called ‘little people’ my competition may choose to ignore. The theory is to keep your information in front of the client and as many people in their organization as possible. download them online. When I mail into a company the mailing piece sometimes goes to three or four different people inside the company. there are thousands of customized lists for sale targeting virtually any potential customer demographic. Where do you begin to build a database? I suggest you start by buying a targeted mailing list.. Microsoft Outlook ® or any one of a dozen off-theshelf contact management applications to run their business. receptionists. and every email subscription list you could possibly imagine. In my companies. You can actually refine such a list by merging several other lists. you can rent virtually any category of list you desire for direct mail marketing or mass email marketing. and clerical people. It’s a game of multiple impressions coming at them from several directions.the mother of all lists.000 names and situations. who play tennis and live in residential communities with houses valued at more than half a million dollars located in any one of ten zip codes. twenty-five to thirty-five years of age. we send out thousands of newsletters and flyers every month. (Formerly. over-the-counter software applications capable of running and managing huge databases. it’s possible to build unlimited opt-in lists targeting employees at every level in your clients’ organizations.com. There’s another company called Standard Rate and Data Service. I know many small businesses and individuals who use Goldmine ® or ACT ® by Symantec. or you can even order the preprinted mailing labels. Keep Your Information in Front of the Client In my operations. SRDS lists virtually every targeted mailing list. In my companies we are longtime customers of a company called Info USA out of Omaha Nebraska. who make more than one-hundred-thousand dollars annually. If your target market is single women. I believe some of my biggest deals were closed because I’d cultivated relationships with secretaries. Standard Rate and Data Service is online at www.srds. . In other words.. I call it. There’s no targeted demographic conceivable you couldn’t put together a mailing list for. You can get the names on a disk.

One of the highlights of the trip was our visit to a cooking school taught by a famous regional chef who was an expert on . If we’re targeting our marketing to a specific professional group. Why do you think so many of the large department stores are always trying to get you to sign up for sign up for a free gift or a drawing? As a retail consultant. different people operate at different levels of technology. A database should be a two-way conversation with built in feedback from the customers to you. it is also dependent upon your ability to keep a high profile presence with them. in every way they can be recontacted. their pager number. I have to know every means of re-contacting every customer we’ve ever done business with. working database.everybody doesn’t do email. sort of like the different levels of frequent flyer programs the airlines offer. Remember. I also want their FAX number. their cell phone number. we buy targeted mailing lists aimed at opportunity seekers.When we’re putting together a flyer for our Prosperity Seminars. even though it’s rapidly becoming obsolete technology. you need to build an up-to-date. If you’ve ever done business with General Nutrition Center. It was her parents’ fiftieth anniversary and we made a family reunion out of it. I’d devise ways to get my existing customers to register with me and take surveys. forever. drawings. contests. New Mexico on vacation.. I want their address. In short. Everyone on that highly refined mailing list is someone who lives in our target geographic area who has inquired about business opportunities or subscribed to entrepreneurial magazines. we first contact their associations and organizations.. If I were in a business dealing directly with the public. you’re probably aware they have an elite program for preferred customers complete with a GNC Gold Card which offers a 20% discount on purchases made during the first ten days of every month. and preferred customer cards. discount clubs. I’ve advised many of my consulting clients to create an elite class of customer with special discounts and privileges. This requires frequent and effective customer re-contact. their work phone number. A few years ago my wife and I visited Santa Fe. their email address and. It’s relatively simple to get the information you need to build an effective database. Most professional organizations will sell or rent you their membership mailing list. If you seriously want to enjoy increased future business from your existing customers. their home phone number. The secret of keeping past clients is not only superior customer service. I’m constantly getting my clients to capture the names of their customers through newsletters.

Now. her sister. It’s imperative for you to keep your name in front of past customers with high repetition without the in-your-face directness of an advertising piece. children. ages. newsletters are more warm and fuzzy. what they drive. then categorize their buying habits and purchase patterns in unique programmable fields such as when they bought last. Create custom fields and filters in your database or contact management programs to be able to refine your mailers to zip codes. That’s great marketing. The more segregated information you can filter and isolate as well as eliminate non-qualifiers. phone numbers. how much they spent. email addresses. In other words. then. Every business should have a monthly mailed newsletter as well as an electronic monthly newsletter. states. Publish a Monthly Newsletter As I wrote in previous chapters. Of course my wife. (purgible). it’s important to keep your information in front of the client or the prospect and as many people. They seem to float around and are frequently passed from reader to reader. addresses. That’s why most businesses should produce a monthly newsletter.preparing Southwestern Cuisine. her brother and her sister-in-law all lined up with credit cards in hand buying cookbooks. if I owned that business. Of course. service intervals. the more targeted. If you can get people to forward you’re newsletter to others that becomes ‘viral marketing’ when your list starts growing exponentially larger with no external advertising. how frequently they transacted. men and women. It’s a great way to sell by illustrating outcomes and benefits. customer preferences. They’re also a great way to reach out and capture new customers. Christmas cards and invitations from those people. dollar amounts spent. Remember…mergible. purgible and filterable. we’re still receiving mailers and advertisements. Capture their names. what they wear. Get the names of their family members. personalized and specific your customer re-contact becomes. Email newsletters with controversial or provocative content tend to be sent around and take on a life of their own sometimes spreading your message and growing your list. what they bought. friendly and folksy. within their organization as possible. The number of positive repetitive impressions each customer receives and registers will exponentially increase the effectiveness of your advertising. and pets…possibilities are infinite. income category. Newsletters are conversational. spices and cookware associated with the adjoining shop. married or single. The advertising message in the newsletters is more subliminal. I would add an interactive website capable of taking credit card orders as well as a monthly email newsletter to their marketing strategy. . They are less likely to alienate or turn someone off than a hard-sell direct mail piece. over seven years later. her mother. what they eat. at all levels.

Early on I realized the power of the list. the single-most powerful thing we did to drive the business. Secondly. Suddenly. It was like we’d struck gold. With modern terrorism threats many people are reluctant to open envelopes from people or businesses they don’t know..The first SuperSystems™ newsletter we produced in 1986 was just a two-page single-folded mailing piece with a stamp on the outside. Having a newsletter professionally typeset at a printing shop was expensive and took several days to get it back. my articles in magazines as well as the newsletters have elevated the company image and enabled us to prevail over the competition. The results were overwhelming and the response was immediate and measurable. Using a phrase coined by J. for the first time. Our self mailers have a message on the outside that can be read and some type of imaginative or provocative headline that makes them have to open it to see what’s inside. Newsletters Drive the Business In those early startup years. Like self mailers. they also ensure your piece is read. The more controversial the stance you take. Recently we’ve had incredible success with over-sized postcards. postcards are extremely effective at getting your message to the customer and having it read. Since then. Keeping a current. newsletters should contain a lot of photography. No matter how small a startup company might be. Self-mailers not only save the cost of envelopes. therefore. Creating a company newsletter does several things. it gives the reader the impression you are an expert with something to say. by far. Mail in an envelope is more likely to be discarded unopened as junk mail.. the more debate you will generate. Every Event is a Photo Opportunity Pictures equal credibility. We didn’t have the sophisticated low-cost technology that’s available today. a newsletter should one of your first projects. You should be photographing everything you do. people from out-of-town were actually driving to my seminars and staying overnight in hotels to attend. We sent our first SuperSystems™ mail-out to three hundred business owners in Georgia using a mailing list we borrowed from another company. Conrad Levenson. Today we’re still strong advocates of using self-mailers. . our monthly newsletter was. It keeps you in front of clients and potentials and it gets them talking about you. First of all.it was Guerilla Marketing. useable customer list was a full time job.

the Internet is still wild and free. email is still 100% free. I have suspicions our government is plotting to find ways to tax Internet usage. We’ll just have to create some other new and innovative ways to do business. testimonials from their friends and neighbors. Even though we’ve used www.I’m sort of like Gumby. One click sends out thousands of letters to thousands of people..AWeber. Goldmine or Act. eBook delivery system. Why in the world would any businessperson in their right mind not be sending out a regular email newsletter? The software is inexpensive. especially if your potential clients recognize some of the people in the photographs. This is one of an infinite number of available outsourced list server companies. But. Occasionally.. and sometimes. So. There must also be an easy way for them to unsubscribe from your email list and be removed from future mailings. Every customer re-contact via newsletter should offer them some personal value. It seems several members of the U. They’re planning to charge as much as five cents for every email sent. you know what? When it happens. The subliminal message says your company cares about them beyond the value of the money they spend.. from their competitors. simultaneous contact with the merchant account . and automatic tax calculation nationwide. list server. our shopping cart is a complete Internet marketer’s system including programmable autoresponders. as of right now..or if it happens.AWeber. Congress are planning to reintroduce a bill creating email postage.Photography humanizes your business.com for years with complete satisfaction. in effect.S. As a matter-offact. Your entire list is managed online. I need to add one important footnote here. It’ll be a horrible day for millions of entrepreneurs if they prevail. My newsletters have always contained human-interest stories. As I write these words. you can do it directly out of Microsoft Outlook. An Electronic Newsletter In a fluid universe nothing is permanent or absolute but. They may recognize the names of some of the other successful companies you are working with when they read the newsletters. the cartoon character. All of these messages arrive semi-instantly to every recipient at the speed of electricity. recently we purchased a new super shopping cart that has complete list server capability as well as the technology to manage and track our affiliate programs. For our high volume and list management we use www. All of your email newsletter recipients must be subscribers who registered with you and asked to be on the email newsletter list.com because they have the ability to sign-up subscribers and opt-in or optout subscribers without human intervention. the newsletters have even featured Mom’s cookie recipes. always flexible. An article I read recently sent chills up and down my spine.

Believe me. Almost without exception.. never. With a little help from modern technology. Customer Relationship Management You’re never going to have an effective network of friends and associates unless you’ve developed superior contact management skills and superior personal organization. To the uninitiated that may sound a little high-tech. Instead of concentrating all of my public relations efforts on the decision-makers. I make it a point to learn the names of their relatives and employees as well.and the shopping cart.one of the bedrock principles of becoming wealthy in this day and age is to embrace technology. that’s project management. I know exactly what we spoke about and exactly what I promised them and exactly when I promised to . Remember the guy on the old Ed Sullivan show who used to spin the plates on the sticks? This guy would have as many as twenty or thirty plates spinning at one time. excuse me. when their children graduate from high school. this is Jim Ziegler. as well as complete affiliate tracking and payment including accounting calculation. I remember exactly what we spoke about last time we had a conversation and I never miss an appointment or fail to return a call. There’s a lot of great technology available right now to manage your Internet business. is Donny available?” I can tell you about their hobbies. I will be revisiting technology marketing in the pages ahead. He would run from plate to plate respinning the ones that were about to fall. When a secretary or their spouse answers the phone I always call them by name. work ethic and discipline here. we’re talking about concentration. these people seem to have the ability to manage multiple projects simultaneously. and what their dreams are. their spouses names. “Hello Pat. Well. their children’s’ names. In life and business.. I have the ability to remember their names. their anniversaries and virtually anything else I have picked up from them in previous conversations. Project Management Most of the self-made wealthy and successful people I’ve ever known seem to have one common characteristic. it seems to me the winners are always going to be those people who can keep the most balls in the air. well. The reason I’m able to juggle so many projects so successfully is because I make generous notes about everything important that pops up in course of these conversations. their birthdays. I’m never ever late for an appointment or a meeting.

or even one of my seminar attendees. any events in their personal life.and when. personal friends as well as industry contacts.. 100 Telephone Contacts a Day On those rare occasions when I am actually in the office. The idea is to keep your name out there. I know their son’s name and use his name when I inquire about him. you must learn to master project management technology.recontact them. First of all. An excerpt from my side of a typical telephone conversation might sound something like this… . maybe even a gift. prospective clients. and especially. their son received at the very least a card. and ultimately prosperous. Telephone Blitz When I said I’ve been known to make a hundred phone contacts a day. or a personal friend. if they told me their son was getting married in April (and it is now June) I might ask how the wedding went. It’s impossible for one person to stay on top of all of these projects without a technology-based system. The most successful people in life and business stay on top of all of their ongoing projects. There are so many people I’ve known who were flying high in life and business. these applications are usually fine for a small entrepreneurial business. I’ve actually been known to make as many as one hundred phone contacts in a single day. to stay fresh on their minds. I also review any contacts they’ve had with our company. To become successful. many people might picture a random day where I ‘m just picking up the phone and calling whoever comes to mind. I have a record of every conversation. and then suddenly they woke up one day and realized they’re out of touch and they’ve become old news. I’m regularly in close contact with all of those people in my immediate circle of influence. For instance. on top of the world. I review any notes I might have made about their business. Whether it’s a client. as you may have already guessed. managers and employees.. It’s organized. Well. what conversations they’ve had with my employees. Whether you use Goldmine or Act or Microsoft Outlook. calling previous customers. A telephone blitz is much more than just haphazard random sales calls. it’s on the screen in front of me. from me. When I’m on one of these telephone blitzes. and what products or services they’ve ordered in the past. before I pick up the phone. contact and business dealing we’ve had from the beginning of the relationship. Of course. I know exactly when I last spoke to them. I want to get a fresh picture in my mind of what I discussed with the customer last time we spoke. we use Goldmine. I’m talking about everything and everybody. I review data on the computer screen in front of me. As I mentioned previously. that’s not the case. Your personal memory is incapable of keeping up with all of this information. well planned and researched before I ever sit down.

and reminders that will automatically pop up in the Goldmine Program reminding me about the appointment and what the agenda is. did your son. You can set an alarm in the program to remind you about any type of call or appointment.. Oh boy! I’m really glad you reminded me. that’s also now in the file. I’ll get my people to set it up their travel arrangements with them…By the way. it might sound like this… “By the way John. I almost forgot about it. they’ll receive a call at the exact time I said I would call and I’ll remember exactly what we discussed last time we spoke. There are flags. When she told me her anniversary was November 12th. If they said they want me to call them back on a certain day about a certain subject. That’s coming up next week. last time we spoke. if you’ll remember we spoke back on October 15th about sending some of your managers to my seminar in Atlanta and you asked me to call you back sometime in the first week of December. . “Hello John. you sure got that right! I’ll be married twenty-three years next month. As I recall you were thinking about sending John Jenkins and April Thomas…Let’s go ahead and do it…Okay great.“You’ve been married to Fred for twenty-five years? Really? When’s your anniversary? November 12th. Jason. How could I forget. it’s the day after Pearl Harbor Day. they’ll receive a card from me every year from now on. Jim Ziegler.. get the football scholarship to State?” Sometimes. Of course. Then when I call the client.” Rewind that conversation now. I immediately made a note of it in the database and put a recurring reminder in the systems that will pop up every year on that date. you and Cindy were getting ready to go to Europe for your anniversary…how was the trip?” Or. I am able to use their own words from a previous . ” Notice how I wove the longevity of our relationship into the conversation.. My anniversary is December 8th. the call sounds like this. alarms. “Your son is graduating from Wolfson High School in June! Really? You know it doesn’t seem like that long ago you were showing us his baby pictures. My computer is programmed to always remind me of every important event in my clients’ lives. It didn’t escape me that her husband’s name is Fred.Yeah..

Listen I just called up to see how your business is doing. casual conversations. I didn’t know that. I announced this wasn’t a sales call. you told me your production was up 30% after your managers returned from my seminar and started using some of the techniques they picked up from me. Truthfully I don’t have an agenda for this call. thanks for your business. Of course. They usually start out something like this… “Hey Jennifer. business-friendly way. These are just low-pressure. Listen Jennifer. I just wanted to follow-up with you to let you know I hadn’t forgotten about you. Notice. right in the very beginning of the conversation. soft customer contacts. I’ve only got a couple minutes but I just wanted to say hello and see if there is anything I can do for you? Okay…you did! Now that’s incredible! I am really excited to hear you got the deal. I’m very proud of it! Thanks. Have you been getting my newsletter? Are my people doing a good job handling your account? Great! By the way have you checked out our new website? You like it? Honestly. Would you mind sending us a testimonial letter about the successes you’ve had using my programs?” Telephone Touches When I’m blitzing through my database I’m just trying to make a lot of short. you know I return all of my calls promptly. “Listen Susan. Listen. Fantastic. (Unless I get a bite that is) The idea is to talk to as many customers as I can every day. I’m after positive multiple impressions. great! Look. Most of these calls last less than two minutes. Yes. we did a lot of work on it. thank you very much. I can’t tell you how many of these calls actually do result in sales because the client asks a sales question. I’ll call back soon. I know you’ve been chasing that one for a long time. Even though I’m traveling. This is how it becomes a relationship and not just another account. Lighten up. every month. last time we spoke back in April. Notice. you’ve got my number if you need me. James Ziegler. The key to giving good telephone touches is to be animated in your . I always speak with a client in a personal. Nothing substantial…I’m just saying Hello.conversation to remind them how much our relationship has benefited them. a smile can be heard on the phone.” That’s it! The fact I just called her without making a sales pitch of any kind was appreciated and will be remembered by the client. There’s always a passion and an enthusiasm in the tone of my voice they can pick up on the other end of the conversation. every week. Believe me. Okay. I always laugh and chuckle while I’m speaking. sincerely.

alone in my room. As soon as the seminar was over. at this exact moment.. You don’t get the feeling they actually care. I manage my time and projects with precision. David can slay Goliath by operating a low-overhead hightechnology business. I still have to have focus and a strong work ethic. You must find a way to carve out the time. Tony describes it as…sell with passion! Don’t you really hate it when someone speaks to you with a dull. In today’s business arena. word processing this book when there’s a Las Vegas casino downstairs. I ate and came back up here to my suite and sat down at the computer. Energy is contagious. There’s a powerful Anthony Robbins philosophy I have tried to incorporate into every sales presentation. Another great professional tip is to stand or pace while you’re on a phone conversation... So many people speak on the phone as if it’s is only an exercise in minimal common courtesy. when I speak to someone on the phone I not only stand up but I pace and move continually. Your goal is to eliminate wasted time. Here I am. Cellular telephone technology puts everyone in contact and allows you to communicate and do business while you’re mobile. Honestly. When I had my first car phone installed . It increases your energy. right now. Even though I’m traveling more than 250 days-a-year. I’ve discovered the most successful people are those people who have the discipline as well as the work ethic to manage their projects... You have off-the-shelf technology available which will allow you to perform multiple tasks simultaneously. disinterested tone of voice? It certainly doesn’t give you the impression they’re sincere. there’s no doubt in my mind they knew I was sincere. They’re just going through the motions. Actually.at the same time I’m running three corporations with seven employees and more than four million dollars a year in annual revenues. most of these projects would have required a staff of ten or twelve people to perform.I’m sitting in my room at the Luxor Hotel in Las Vegas where I have just finished day two of a big four-day big seminar. We now have the ability to be in touch as we travel. It takes discipline to be successful.as I am writing this paragraph.expression. monotone. Technology Changed the Rules I promised you earlier I’d return to the discussion of technology marketing. We’re living in some very exciting times. These customer re-contacts are too important. Just a little over a decade ago. When I told my client I was glad they got the contract. no matter how busy your schedule is. They heard it in my voice and they felt it in their heart. as I am typing these words..

we would have thought it was something out of The Jetsons cartoon show on television. they always found out about it before you were able to sew up the deal. Another giant advance in technology we often overlook is the fact we now have the ability to put our materials. if you sent it today. it might be delivered. Even if we could have comprehended the concept of cellular technology. calling on clients.back in 1986. The price of technology has rolled back with increased pressure in a competitive environment. we have the ability to send paperless FAX documents directly from computer to computer at incredible speeds. There was no such thing as a surprise attack. I can remember how radical everyone thought it was. They had time to counter attack your strategy while your materials were still in . Believe it or not. We take it for granted as a day-to-day fact of life but when you stop and think about it. How much more productive would my sales day have been if I would have had the freedom of mobile communications twenty years earlier? Shortly after I arrived in Atlanta in 1982. Thinking back to the early 1970’s. In many cases we can email large files…have them in your customers’ hands instantaneously. if you wanted your client to receive a letter or a package. this was the first time I had ever seen facsimile technology. Now. it’s absolutely amazing. less than twenty years later.overnight. It boggles the mind when I think of what might have been. the pace of business was comparatively slow and constipated. a big cylindrical device that spun around at high speed with a needle that read the document a line at a time.. Even if they’re thousands of miles away. I had to stop and find a telephone at least a dozen times a day. In truth FAX technology is already rapidly becoming obsolete. A Quip Machine had the ability to send a document over the telephone lines in about three minutes. next Thursday. and information directly into our customer’s hands immediately. documents. I attended my first automobile finance school which was sponsored by General Motors Acceptance Corporation. I’m talking about putting my DVDs.. That wasn’t even possible just ten years ago. I can have a package sitting on their desk early tomorrow morning. back when I was selling radio advertising. When I had that first cellular car phone installed in my Lincoln twenty-two years ago my bill was running upwards of $1200 a month then. Ten years ago. packages and promotional materials in my clients’ hands before ten o’clock. We now have the ability to ship materials to destinations virtually anywhere in the world. In the 1980’s. In veritably. next day delivery. If you were trying to take an account away from a competitor. Many of the car dealerships in those days were still using Quip Machines. maybe. you always ended up losing the momentum of the initial emotion. Driving all over the city.

In other words. the reason is usually because someone at the top level is afraid of new technology. Today’s technology gives you the ability to take an account away from a competitor with stealth precision. I’m talking about the owners. but what I do want you to do is to think about it and admit quietly to yourself.you don’t understand the Internet and all of this new technology. FAX machines. Email. Email and electronic document transmission over the Internet allows me to communicate with literally thousands of people at the very micromoment I click the left mouse. you’ve done it. The Internet.it’s already over. personal computers. It’s become such a seamless and transparent process I’m not exactly sure where the human effort begins and the technology driven business ends.. Technophobia In my experience. I call this disease Technophobia.S.. all of these incredible new technologies gives the small business entrepreneur the ability to create and compete. I’ve seen many companies fall off of the edge of the earth and disappear into the abyss because the powers that be were intimidated by new technology. if a business doesn’t have a strong web presence. I’m describing a concept I relate to as the marriage of technology and human processes in business. Everything happens so fast you’re operating under the radar screen. Instead of waiting days for the U. Techno-Synergistic Business Ergonomics I had a little fun with that title. I can sit there on the telephone as we review my website together. Techno-synergistic. the managers and the decision-makers. I didn’t mean to start sounding like one of those preachers at a fundamentalist tent revival. It implies technology has a place synergistically as an integral part of our business plan. shaking uncontrollably or confessing anything when you read this. Well folks. I don’t want anybody to stand up and start crying. Perhaps you’re not computer literate. When I began to reference how we use technology in our business I didn’t realize how complex explaining it was going to be. This is real power. Postal Service to deliver my literature to a prospective customer. fainting. By the time they realize you’re doing it.transit. I made that word up. regardless of your personal expertise that you need to become deeply involved with the Internet as a focal hub of your marketing strategy.. and it scares you to death. It’s . cellular telephones. Just put the cursor over the send icon and click. I can send absolutely flawless documents in full color in a matter of microseconds..

it would be perfectly acceptable. The truth be known. if you resist and try to ignore all of these rapid-fire technological changes. I’m technologically challenged. you’ll become road-kill on the information highway. Even so. national television. when they first put a computer on my desk. I don’t have programming expertise and I certainly don’t know how to write code. I had to force myself to sit down and come to grips with my anxiety about the technology. although I understand it’s fairly simple.today.when I’m working in the office. You don’t have to know how to do any of these things to operate a computer or to make a website produce business. That’s what I pay them to do. Of course that’s when I’m actually at home in Atlanta. this isn’t something that comes to me naturally.. Embrace Change People instinctively resist change. In the entrepreneurial business world. Personally. I do not know how to repair a car but I certainly know how to drive one. as I said earlier. In December of 1999 I was interviewed on CNNfn. I was going to have to face and conquer fears and uncertainties. Today. Then Learn New Skills I regularly sign up for one-day classes at the neighborhood technical college on how to use the different programs we’re using in our business. In the beginning. Embrace Technology I admit it. sometimes I even have difficulty loading new programs into the computer. Even now. Understand.simply accepted as the way we do business day in and day out... if I were to choose not to learn how to use any of these programs. I don’t even know how to begin to build a website. it’s not unusual for me to call my employees into my office three or four times a day to show me how to do something with one of latest new programs. Needless to say. Using the same logic. as an expert on business trends into the new millennium. I’ve appeared on national television as an Internet Marketing . I’ve actually become recognized as an expert on the subject. as the president of the company. People who know me think it’s incredible that I’m traveling around the country speaking to business groups and Chamber of Commerce crowds about how to increase your business through Internet marketing. and none of my employees would question it.. Here I am. I believe its part of a greater defense mechanism that lies deep within all of us. I’ve signed up to take advanced classes later this month on how to use the Goldmine program.

I always figured there would be plenty of time to do that whenever I got around to it. There are dozens of websites where you can check availability and register a Domain name. the good names are being grabbed up. It doesn’t cost much and. It’s more important to have the vision and to know what the technology is capable of doing. you can immediately register it with a secure credit card. Several years ago I was sitting in my office visiting with my Web Guy and he asked me if I had registered my own name as a Domain Name Web Address. like I said. Well. if the Domain name you requested is available. There was already a web address JamesZiegler. You see. You might think that would be a no-brainer but I’d be willing to bet most entrepreneurs haven’t got around to doing it yet. I hadn’t. That blew me away. register the Domain Name now. I’ve registered more than fifty domain names although we’re using only three core business websites. The good Domain Names are disappearing fast. The most prestigious Dot-Com designations are rapidly becoming unavailable. As I write these words. Usually. Of course.com. most of these services are charging somewhere between seven dollars and up. One thing everyone needs to do immediately is register your own name. although I readily admit I don’t have the expertise as it relates to technology. Now I started to panic as we checked out alternative choices. Like I said there are dozens of providers who will facilitate a search to see if your Domain name is still available as well as registering your Domain. It’s important to get your website registered and lock in your business address on the Internet as soon as possible. Me personally. My expertise is in knowing what these applications will do and how to devise ways to more effectively market and sell products and services. Internet Marketing Strategy Let’s talk about first things first. I can’t build a website but I know what you must do to make a website sell and produce business.Expert and now I’m telling you I’m technology challenged. you can guess what happened. onsite. The bottom line is that there are technical people available who can physically perform what it takes to produce the results you describe to them. Even if you don’t plan to actually build your website until some time in the future. I’m constantly registering and building new sites as new business ideas hit me. I was finally able . Some guy in California had already registered the name James Ziegler. So I was constantly procrastinating and putting it off. my expertise is in the application of the technology. The point is I hire people to do those technical things.

they think in structured. when we were first becoming aware we needed a web presence.to register JamesAZiegler. you’ll notice a number of banner links for other companies’ services and products. I love Nerds. Notice. It’s difficult to run a business today without employing their services. Entering the site.... Currently.somewhere back there around 1996 when we built our first website. Nerds aren’t usually marketing geniuses. I didn’t call him my former Webmaster. Asking them to do this creates a huge personality conflict for them.. Truthfully. These are these contractual strategic alliances. Webmaster. I’ve got nothing against them. Purists and techies hate our websites because they feature literally hundreds of photographs. Allegedly. A Website is a Marketing Tool The problem with most websites is they are usually built and designed by Nerds! God bless Nerds.plus I perform about 25 keynotes a year. wearing shorts and flip-flops. There’s something about the term. I believe photography featuring a speaker in front of a crowd creates instant credibility both for . Nerds usually aren’t great sales and marketing people. In the beginning. the wealthiest human being on the planet is a Nerd.. Webmaster that just doesn’t set too well with me. these checks amount to a high five-digit monthly income. I prefer to say Web Guy. is still one of my closest friends. I am paid a lifetime recurring commission on all sales these companies’ generate for life if it is a result of a referral from my sites.. My original Web Guy.. The term. technical.and growing. If you ever met the guy you’d have to agree it just sort of fits him.com and right now I am just trying to figure out exactly what kind of website I will build using my own name or if I just want to use it as another portal to one of my existing sites.. it kind of hard to think of him as my Webmaster. however we’ve found our visitors spend a lot of time on those pages (click Photo Album). Some of my best friends are Nerds. usually. linear thought patterns. to this day. sounds like something that might describe the powerful evil sorcerer in some Dungeon and Dragons game. They’re technical people and. our core business is seminars and consulting. With seven employees and trainers on staff. Never Allow a Nerd to Formulate Your Internet Strategy Unfortunately. Especially when this guy shows up in my office with a sweatshirt still sporting yesterday’s mustard stains.I hired a Web Guy.

it would irritate them if it took too long to load. listen carefully to the advice the Web Guy or Web Gal suggests but. I have to disagree strongly with that assumption. Nobody ever goes there.com you’ll notice the home page resembles a pinball machine. I don’t look at these websites as being as sales producers as much as I consider them to be extensions of our advertising message. don’t forget to think marketing. The standard Geek mentality assumes your visitors will click-off of the website..com and www. I’ll give you an example. corporate information sites (catalog sites). Being the Marketing Guy.ZieglerDynamics.if another nerd were to visit the website. Well. Although my company operates several multi-media catalog websites. for the most part. I’ve also got as many as fifty singleproduct websites that are more specifically targeted. . These magnificent billboards are built on the dead-end side streets and cul-desacs of the information highway. The purpose of a ‘sales letter website’ is to get the customer to the shopping cart at the bottom of the page with their credit card in hand. They say the site will take too long to load up and your visitor will lose patience waiting for the site to load.me and for my employees who also perform seminars and consultancy.ZieglerDynamics. leave..ZieglerSuperSystems. it’s inevitable my ideas will conflict with the Web Guy.ZieglerSuperSystems. narrating what the visitor is looking at on some of the pages.com and www. While you’re at it take a look at www. www. Most of these Techies will tell you not to put a lot of pictures and graphics on your website. These sites are simply long sales letters with limited navigation.com which is our industryspecific website directed at the automotive industry. Directing Traffic The problem with most business websites should be obvious. There are a lot of audio and video testimonials on all of our sites as well. When you’re designing your website. Click on Dealer Magazine Articles and you’ll see archived all of the columns I’ve written in Dealer Magazine over the last ten years. What my Web Guy is really saying to me is. They think that way because that is exactly what they’d do personally. Take a break for a couple of minutes and visit one of my websites at www. They’re never seen. My websites even speak to you. Our websites all have a lot of motion directing the person where I want them to go and flashing signs directing them to what I want them to look at.com are. There are flashing titles and a ton of photographs and little dancing icons directing the visitor to Click Here. A website is worthless unless you have the ability to direct traffic to it. at the same time. and go elsewhere.TheProsperityEquation.

Unless you’re Rip Van Winkle. We’ve all studied the same techniques to get your site to come up in the top ten results.guess what? There are still only ten in the top ten. they’re there because we directed them to go there.. there will be more than 100 million Americans on the Internet before the ink is dry on the first printing of this book. According to the Federal Trade Commission.. Even if you do manage to manipulate the Search Engines to get your site to come up in the first ten results. We’re videoing hundreds of testimonials as the events are happening while the attendees are the height of enthusiasm... There are more effective ways to get qualified prospects to visit your website. Well. Before you start to concept a new website you need to determine what this website is supposed to get the people to do. I’m going to assume you’ve used Search Engines to navigate and find things on the Internet. Everybody already knows all of the same tricks you do to manipulate the search results. The truth is Search Engines are no longer the most effective way to get qualified visitors to your website.and the people who are going there will wait a little for them to load. . On the center of the homepage we went with video testimonials of attendees who participated in a recent seminar. Most of the visitors showing up at our catalog websites didn’t just stumble onto them while they were surfing across the web. Many people have already bought Web Position Gold..at the end of the day.Every website has to have a purpose..or some package like that. Let’s just say Internet growth is a really big number. and you just woke up from a twenty-year sleep. (Click Testimonials) The entire experience is designed to overwhelm the visitor with documented credibility. no matter how well you are Search Engine Maximized. you’re still going to have to use other marketing strategies to drive traffic to your website. Do you want to simply capture their email address to build your list? …or do you want them to make a purchase onsite? Some sites are aimed at the retail public and other sites are businessto-business websites. There can still only be ten names in the first ten results of any search. It’s growing faster than we’re able to quantify it... This sucker is growing at an incredible speed. I call these ‘destination websites’ . you’ll probably be knocked out of the top ten the very next day by somebody else that is temporarily playing the game better. I wouldn’t even dream of trying to put a time or number on it in these pages because the statistics are exploding. Even though it’s extremely important to have your site registered with some of the Search Engines. All Marketing Revolves Around Your Website Credibility is enhanced by prolific testimonials found everywhere on our websites.

Now. unwelcome junk email or what they call spam in Web Jargon. Every email newsletter is intensely sales enabled.or as a result of research resulting in a call.not unsolicited.. Building an opt-in. every newspaper ad. The advertising message simply says…Bargain Vacation Packages! Visit . There are two things I expect my website to accomplish. it must have the ability to gather information and it must inspire the customer to act immediately. Your website is the center. Every other medium drives the customers to your website. the majority of those sales starts with this website. We have the ability to send unlimited messages worldwide as close to absolutely free as it gets. be aware. you can reach virtually hundreds of thousands of people with a single click.. The videotape/DVD training libraries featured on the homepage are selling at a rate of three sets a day on the average.com Some of my smaller clients simply place little half-inch classified ads in a lot of different newspapers and shoppers using reverse print. People actually buy $1500 seminar seats and $2500 video libraries online with credit cards. every television commercial and every radio spot. every mailer. every piece of company letterhead. black background with white ink. voluntary subscriber email list is the cheapest and most effective way to advertise that has ever been devised. “How many of you have an email address?” (Show of hands) In some of the audiences I’ve spoken to. visit our website at www. I view my websites as so many additional pages of newspaper advertising. every flyer. We’re selling more than $60.000 a month in copyright business supplies and textbooks I designed for auto dealers. educational services and products. My ads might read… For three full pages of additional specials and special sales prices. Every business card. filled with blue hyperlinks exposing readers to offers. Click on Email Newsletter Archive on the homepage.. As I mentioned previously. the hub of all of your advertising. as many as 78% of the people were using personal Internet email on a daily basis.In my seminars. I always ask the audience. I’m talking about sending subscription only email. This concept is known as permission marketing in Internet marketer circles. The best weapon in our advertising arsenal is the Email newsletter.ZieglerDynamics.. every customer contact and every advertising piece I send out is designed to get the customer to visit my website. Not just selling machines.

motion and imagination. Every television commercial should have big flashing print across the bottom of the screen directing viewers to visit your website now for twenty pages of additional sale items. List-servers and Auto-responders You’ll also need to have technology on your website to direct the customer to register onsite giving you their email address and permission to re-contact them.. it directs them to visit the website.www. When the people see those tiny.. some people are experiential learners who relate better to video and interactive processes.. they’re greeted by a chorus in RealAudio™ that sings the theme… “Enter The Incredible World of Ziegler Dynamics”. the website has the ability to get the customers visiting the site to register for a contest or drawing so the website owner (you) can capture the name and address of the visitor.. My small clients now have the ability to compete with the big companies that have those giant advertising budgets.com (That is an unregistered.CheapTravelDestinations. An auto-responder is a program that automatically sends sales follow-up letters to prospects who register on your website.and then the website address..and. by subscription. fictitious website address as of this writing) That’s all there is to it.that’s all.. Some people are auditory learners and they retain more of what they hear...Bargain Vacation Packages as the headline. Your catalog website should have a lot color. double-reversed ads.. We just used the one-liner. Hopefully. where they will see twenty interactive pages of additional information. other people are visual learners who retain more of what they read. These tiny half-inch classified ads expand a small inexpensive message into many pages of additional advertising that is if you can get the customer to hit your site. Your newspaper ads and flyers should have huge borders directing them to your website address for more pages of specials. We’re effectively turning small classifieds into the equivalent of many full-page. Two common tools you’ll need on your website are a list-server and an auto-responder. lastly.whereas. display print ads. All of these functions . Your Website Must be Multi-sensory When a visitor enters one of my websites.. The reason for multimedia is that different people process information differently. as well as send them automatic email followup letters.

at preprogrammed intervals. they’ll never ever return. . In the Internet marketing world you are judged by the size of your list. All e-mail follow-ups. many people visiting a website might be using the only telephone line in their house. This is Federal Law... while they’re still on the website. The automatic letter they receive via the auto-responder puts a hard copy in the email file cabinet in their computer. Remember. even though customer-authorized. if they leave the website and move on.and they didn’t bookmark the page. Chances are.. commonly known as spam.. need to feature an easy way for the consumer to unsubscribe and be automatically and immediately taken off of any automatic mailing list. or a month. we also know most customers require repeated impressions before they’ll make a decision to act. Most auto-responders can be preprogrammed to send out as many as nine follow-up sales letters directing the customers back to your website. it maintains your email database and sends follow-up letters or a series of newsletters. subscriber-based email list. especially with the international community now checking in. as in right now. Size Does Matter A list-server has the ability to send broadcast emails to your entire list. That’s why it’s imperative that you get them to register while they’re still a hot prospect. This happens immediately. With your list-server you’ve now begun to build your email database commonly known as your list. Research has proven that a progressive series of follow-up letters is substantially more effective than just sending one letter. They may not have the ability to pick up a phone and call you right now.you choose the intervals. You determine the frequency and the intervals of these prewritten follow-up letters. A series of progressive follow-up letters increases your closing ratios dramatically. Statistically. Once a customer has responded and signed up with the list-server on the site.. because your customer has actually requested more information and even subscribed to your newsletters or e-courses when they signed up on the web page and registered with the list-server.are done automatically. This means you can now send custom offers or regular newsletters or ezines to your opt-in.. These automatic follow-up letters are not illegal junk-email.probably won’t remember where they saw the information. strongly reinforcing the selling message. Then the auto-responder continues to send them a series of sequential sales follow-up letters every day for a week. The moment the visitor completes the form on the web page the autoresponder will automatically send them a sales follow-up letter via email.

Personally, I don’t want anyone receiving my messages and newsletters if they don’t want to see them. If someone doesn’t want to hear from us, we don’t want to send him or her anything anyway. Right now, we have the technology and ability to put video and audio on your website...as well as in your email. Your website’s visitors can watch slideshows while listening to voice-narrated tours of your company or presentations of your products. A real estate broker can feature threedimensional guided tours of your model homes, complete with voiceover narration. You can advertise sale prices and specials. Your website can feature your restaurant’s menu and take reservations online. You can even send them a confirmation or a two-for-one coupon directly through the auto-responder. A Website Must be Able to Perform Automated Marketing Processes If you want your website to sell products, you must have a Secure Ordering Page facilitated by your shopping cart. So every Internet Entrepreneur needs a merchant account with the ability to take credit card orders automatically over a secure Internet connection. In the beginning it’s a good idea to look at PayPal.com for your Internet payment solutions. They’ll process credit cards for you with their merchant account and expedite payment options for the Internet business. Their service has sort of become the benchmark on the Internet. Even though they have ability to transact securely online, many people are still distrustful about putting their credit card on the Internet. I’d also give the customer the option to fill out and FAX-back a form. Always give the customer the option to send a check or money order to a physical address and it would also be smart business to offer a tollfree, 24hour-a-day, method of ordering as well. Your Shopping Cart ZieglerSuperSystems.com is currently selling somewhere around $15,000 to $20,000 a month in supplies to our consulting clients. We’re currently setting up some Shopping Cart technology on special, nonpublic, websites which will allow our business-to-business clients to order training items, supplies and forms online, twenty-four hours a day. Technology is moving so fast here that I’m hesitant to describe some things in this book because they will almost certainly become obsolete in a short time. I guess that’s why I’ve committed to rewriting updated editions every few years. We have Shopping Cart technology available where your customers can order everything directly off of your site. This is as important for

business-to-business applications as it is for retail businesses. And now, the newest generation shopping carts have the ability to do everything. Our latest shopping cart has the ability to take secure online orders and sends the customer a confirmation immediately as well as notifies us of the sale...or it can even notify your fulfillment and shipping people. This cart is so complex its can compute volume discounts and package discounts. Not only can it process the merchant account...or PayPal...but it puts the money into your bank account and produces the accounting. It has the ability to compute sales tax for every order...that’s every state. And, it also has the ability to manage your affiliate program. Oh, I haven’t told you what an affiliate program is yet. Okay, I’ll get to that in the next short chapter, but, for right now, all you need to know is that our new shopping cart calculates all of the affiliates’ commissions and automatically produces the accounting for each affiliate. Affiliate Programs Most of the Internet heavy hitters are doing it. It seems like everybody has an affiliate program. Amazon.com has one...PayPal has one...I have one. The reason you need an affiliate program is so you can recruit a lot of people to work at sending people to your website...ultimately getting more sales. As I mentioned earlier...my shopping cart now has the ability to manage my affiliate program and perform all accounting functions and payment calculations that goes with it. That is incredibly complex. An affiliate program is a referral program where any business pays you residual commissions, usually for the life of that business for any accounts you send them. There are actually some full-time affiliates out there who make a substantial living off of affiliate programs. Here’s how it works. Let’s say I’ve agreed to pay you ten percent of everything your referral spends on my website...for the life of that business. No matter when or for how long, if that customer returns and buys from my website you get ten percent of every sale for life (mine). To sign up as an affiliate, you would go to my website and sign up. At that point, all automated, my website would assign you a secret link for you to use to send customers to my website. Most people in an affiliate program would display this link on their website with some sort of

advertisement. Then, anytime someone came onto my website via your personal secret link, my technology would automatically know your site referred them and anything they bought would be commissionable to you. The Business Communications Center As your company grows, you’ll need to consider incorporating a Business Communications Center into your marketing plan. There should be dedicated people in your company, whose responsibility is to sweep your site and check your email hourly throughout the business day, responding promptly to all inquiries. If your business is to be centered on web commerce, then you must devise a seamless strategy for shipping and confirming orders. A Business Communications Center is a central location, real or virtual, where all of the incoming and outbound customer contact Internet leads and telephone calls are handled. More than just some kind of a boiler room, it’s the technology center of your company. The Business Communications Center processes all customer requests, orders and recontacts as well as customer follow-up. Tear the Sucker Down and Rebuild it Daily Would you read the same copy of a Time Magazine over and over again if you were given a choice? Most of us would rather move on and read something fresh and new. No offense intended, Time is a great magazine but I would become bored silly after reading the same issue over and over a couple of times. The same holds true of your website. People are not likely to keep revisiting the same site if they’re only going to be seeing the same old tired stuff they saw last time. Once you’ve built your website, consider it as part of your ongoing advertising budget, not as a one time expense. Even if it were to cost say, $500 or even $1000 per month for the updates, change your website as often as you change your advertising in the newspaper. Tear the sucker down, redesign it, and rebuild it regularly. Personally, I use several Internet services. I have America Online, MSN, and Comcast...plus I have email and web-browsing through my corporate site. I use each one of these for a specific business purpose. Did you ever notice that when you use a service like America Online or MSN that they are constantly changing the information and pictures on the homepage? They know the principle I am describing in this chapter. You should continually keep on changing the message and appearance of the website to keep people interested and coming back. Give your customers a reason to return to your website. How many

free products. most of us are experiencing more than a little inner rage and rebellion at the invasion. new articles. the average person is constantly being bombarded with a barrage of advertising messages competing for your sole and undivided attention. Why Advertising is Tuned Out From cradle to grave. In 1908. legendary retailer. or just another brochure? Unfortunately. One of the greatest attractions to a website is something for free. Is your website a psychologically powerful selling machine. I’ve often heard it said that you cannot control those things you cannot measure. new photos.” In 1988. James Ziegler said… “I do!” John Wanamaker did not have the technology to pinpoint the effectiveness of his advertising nor did he have the diversity of media today’s businessperson is dealing with. marketing and promotions even if your business is operating on a limited budget. free information. When someone visits those sites it’s a certainty they will never. With today’s technology. It’s painfully obvious this site has not been tended or updated.reasons can you invent to inspire them to revisit your site repeatedly? Always offer new information. Sales and Marketing Whether you’re starting a new business or looking for ways to grow an existing business. You can master advertising. your immediate focus should be maximizing sales and profits. frankly. This part of The Prosperity Equation focuses on how to generate new customers as well how to stay on top of repeat business. And. In recent years we’re seeing a heightened consumer backlash against all advertising messages. The perceptual value of the website is that it’s stale and outdated. discounts and free coupons just for registering for your newsletter or for filling out the information on your list-server. We have the tools available to pinpoint the effectiveness and the results that we get from every dollar we spend. Most advertising has become just so much static in the background of our lives. John Wanamaker said…“I know that half of my advertising is wasted…I just don’t know which half. so many websites seem to be growing cobwebs. They’ve become ghost towns on the side streets and the deadend cul-de-sacs of the information highway. . Contests. They need a reason to register and to come back often. Advertising. there’s absolutely no excuse for wasting your advertising dollars. new layout and design. recipes. ever return.

This is when the advertiser forcibly intrudes into the consumer’s private space and tries to take center stage. we can’t fast forward past most of the other advertising that’s being thrown at us. Unfortunately. I learned to analyze every .. Your potential retail customers have become desensitized. They’re not paying attention anymore.. you have to be able to stand apart from the crowd. Most sales and advertising today is offensive. The hero in the movie is drinking a Pepsi as he drives a new BMW. We’ve had it up to here with all of this advertising coming at you from virtually every conceivable direction. In other words. you need to become acutely aware of advertising and promotions. I’ve studied advertising and promotions most of my adult life. your phone rings. My clients trusted me to create concepts that worked. and inspire your prospects to take action. We’ve all felt rage and indignation when our personal privacy is invaded by an unsolicited sale pitch. Picture this. One of the reasons I was able to set sales records in Jacksonville when I was selling radio advertising was because I was selling the results instead of just selling spots. it’s that Lady from The Fraternal Order of Police again and she just needs a minute of your time. All advertising should focus on the result and the benefit. There are so many messages coming at them from so many different directions.I submit to you the reason most advertising doesn’t work is because the consumers have tuned it out. Now you’ve made the decision to become an entrepreneur. trying to push the consumer into a decision they weren’t even thinking about. Every piece of clothing you wear seems to have the label and the logo in big letters. When I first decided to become a student of my industry. Most advertising is what we call push marketing. its little wonder no one pays attention or even consciously hears the messages anymore. I remember sitting in my car on the client’s parking lot creating a ‘spec spot’ on a handheld recorder. That is paid participation by the sponsor for their product to appear featured in that movie. It’s no longer just enough to put a message out there. cut through the clutter. I’d walk in and play a spot for the customer before I even had their business.on the outside of the garment for all to see. Is it any wonder that all of your potential customers have tuned it out? Today’s advertising is delivered in subtle ways. It’s sort of like when you rent a movie and discover there’s ten minutes of unwanted advertisements at the beginning.

there’s a lot of real value there. Personally. then there’s Don LePre. he is a study of the art of smaltz and schlock. Jay Conrad Levinson. Ron Popeil is a marketing legend. if it appears to be successful. He’s my kind of guy. In other words. Dan Kennedy is famous for direct advertising strategies and the incredible results he’s able to achieve with sales letters. If he isn’t the father of the infomercial. I continually study what others are selling successfully. I’ve watched dozens of videos and listened to hundreds of tapes and CDs on marketing and advertising. The late Corey Rudl was the supreme Internet Marketing Guru for startup entrepreneurs. and motivators like Don LePre and Tony Robbins. listening to the experts. I studied every facet of their campaign. maybe. I must own every how to do anything course and all of the tape sets. it wouldn’t be an exaggeration to say I’ve read thousands of books and magazines on the subject. of course. If one of my competitors had a successful sale or promotion going. I’ve got to tell you. I buy these educational libraries and products just so I can study what these people are doing. and I have to say. I just love this guy. Corey Rudl.ad. Don whole shtick is that he just wants to teach you how to be rich just by placing these tiny little ads in thousands of papers. and Don LePre. Some of my contemporary marketing heroes are people like Jay Abraham.obnoxious. I am the proud owner of one of Ron’s rotisserie ovens and. Once again. CDs and DVDs that were ever sold to anyone by anybody. Over the last thirty years. innovators. I prefer to study the maverick entrepreneurial marketeers as opposed to the more traditional Madison Avenue agency types.. Through the years I’ve invested hundred of thousands of dollars buying tapes and videos by entrepreneurs. I never thought of it as a waste of time or money.. then learn how they’re doing it. Strictly from a marketing viewpoint. And. well. Listening to Jay Abraham helped me to expand my imagination and how to write hard-hitting headlines that work. it’s a great product too! Jay Conrad Levinson is the guy who authored all of those great books on ‘Guerilla Marketing’. I don’t know why. Ron Popeil. Dan Kennedy. he certainly is the master of the genre. From strictly a business and marketing perspective. This is just me reinvesting in . (I’m not Jewish but I love to use Jewish words) I don’t find Don LePre offensive or in any way. You know what? I personally ordered his course a few years ago.

the nerdy little guy in the argyle sweater and the blackframed plastic glasses. you must be prepared to study retail marketing. By now most of us have caught on that we probably haven’t won anything yet. you know who he is. she. He gets so excited about the juice machine or the bread-maker. Wow! Look at this. and limited supply advertising. George Foreman is selling the newer. These people are celebrities to me. Every website you visit has banners and hyperlinks designed to lure you away to other websites where you honestly didn’t want to go to in the . You’ve only got three more minutes before our limited supply runs out and this offer is gone forever. the OxiClean guy. If you’re planning to start a business selling directly to the retail public. better. Still. I love it! The QVC® Home Shopping Network has a limited supply of genuine Diamonique® tennis bracelets... although. You can learn so much about marketing from these programs if you carefully study the psychology packed into every word and every demonstration. a shot at ten million bucks or more is a great incentive to open the envelope.or until next week. My all-time favorite is still Mike Levy. Every Saturday and Sunday morning I love watching the parade of infomercial personalities.my future business. limited time. And. You need to get a move on and call now! Operators are waiting! The timer in the bottom of the screen is counting down and the price has been slashed.yeah that’s Billy Mays. This is the absolute epitome of urgency... the outside of the envelope says you’ve just won ten million dollars from Ed McMahon or Dick Clark. This is a classic example of what I call guilt complex advertising. What we’re actually seeing here is some of the absolute very best there is in immediate response advertising you’ll see anywhere in the world. Sally Struthers cries and pleads and begs for you to help her to feed starving children all over the world. whichever comes first. I love all of these people. improved Lean Mean Grilling Machine. herself apparently is not. then there’s that wild-eyed bearded guy yelling at you from the top of his lungs. That kind of excitement and enthusiasm sells products. When you are watching him sell. bigger. There are unique psychologies involved in structuring ads that sell. They have become like close personal friends. it’s like watching a little puppy that is so excited you know it’s about to pee all over the place at almost any second. The traditional mediums of radio. introductory price. television and newspaper can swallow an amateurs advertising budget faster than an Atlantic City slot machine. Each of these advertising venues requires some specialized techniques and strategies to create promotions that will result in sales.

A Unique Selling Position All sales presentations and advertising should address the unique benefits of the products or services you are offering. More uninvited. especially if you are advertising out of your area. Not only must you be able to make people pay attention to your advertising message. you’ve got to make the message reach out and grab them by the throat. Your advertising must be able to shake them up. that is this easy to operate. Let’s talk about some techniques to cut through all of the defensive filters and barriers your target audience has put up to screen you out. your company must be wide awake 24 hours a day to service the business while your customers are still in the heat of the buying emotion. It is absolutely imperative to get them to act now while they are still under the ether of the buying emotion. All advertising must create an immediate call to action response. That’s why your business must have a 24-hour toll free number. This is the new millennium version of “Hey Sailor. . you must devise ways to stand apart from the crowd. looking for a good time?” An Immediate Call to Action Response To grow and to become increasingly more profitable. When your advertising is demanding an immediate call to action response from your customers. the voice screams out You’ve Got Mail. As soon as you sign on. If you’re selling to the retail public. you must have the ability to receive immediate payment by credit card. Other than price. intrusive advertising appears in your email. Your Unique Selling Proposal is something about your product or service they won’t find elsewhere. you have to identify what is it about your offer that will be uniquely important to your customer? What is your unique selling position? That is the main ingredient in this soup. and even in most business-to-business applications. There’s got to be a Hook in the message to motivate them to act on those impulses immediately while the feeling is still warm and alive. Your unique selling proposal determines the measure of your competitive advantage. or comes with this guarantee. at this price. You’ve even got a very personal email message from a lady you’ve never met named Stormy who is inviting you to visit her personal website if you’d like to see her private pictures. excite them and motivate them to take action. of this quality. in this much quantity. Odds are overwhelmingly stacked against you if you are expecting customers to recontact you if they cannot reach you immediately. Your message has to fight its way to the front of the line.first place.

what I’m saying here is. image advertising are for the large corporations with mammoth budgets. Personally.. Even though I’ve worked with many of Fortune 500 companies. Basically. When you can’t quantify the superior value of your products and services then cheap prices are your only option. The rest of us have to practice specifically targeted advertising aimed directly at those people who are most likely to buy what we’re selling. I . In most of my sales training sessions. Forget about branding. I’m a believer in promotional advertising.. You haven’t got the money or the time to chase bad ideas if these ideas aren’t working and producing immediate. believable reasons? All advertising messages must hammer home what it is that separates you from the competition. Whether you’re starting a brand new business or whether you’re the president and CEO of an old-line established corporation.Sadly enough. Brand name advertising and. My best customers are still the small. franchisees and local service businesses. In other words. When I see the word promotion. Little Guys Promote What I really love about The Guerilla Marketing books by Levinson is they are aimed at the little guy (gal). when I am involved in corporate sales training. entrepreneurial and family-owned businesses. I’m going to assume the majority of business people who might be reading this book haven’t got an excess of millions of expendable dollars to experiment with your advertising.. I ask the attendees to tell me. the majority of my business still comes from the little guys (gals).initially you need to generate traffic.... profitable results. Two-thirds of the word promotion is the word motion. Institutional image advertising and generic advertising just doesn’t make sense for most small businesses. it’s obvious that most sales people can’t define why their product or service is a better value than the competition’s product or service. in detail. if you are not Burger King or Budweiser or General Motors. ten reasons why a customer would buy my product or service instead of the competition’s products and services? Try that with your own situation and see if you can come up with ten concrete. All advertising must generate immediate and measurable results.now. you’re not in a position to speculate as to whether or not your advertising is working. Those high-dollar advertising campaigns are for the big guys. what do you do that they don’t? What do you offer that they won’t? Why is your product or service better than theirs? Large Corporations Advertise.

Targeted marketing involves feedback and response management. small players have to be able to measure the effectiveness of every advertising dollar we spend. . profitable results? You haven’t got the time or the budget to be experimenting with marketing concepts if they don’t produce immediate sales. Unlike John Wanamaker. A small business’ advertising and marketing plan must realize a high closing ratio of sales as a percentage of opportunities to do business. Whenever I design an advertising campaign it has to be demographically targeted specifically to those people who are statistically and strategically most likely to buy what you sell or do. measurable. then your budget is wasted. Is it effective? Can you see concrete. A small business must design your advertising strategy with the end objective of gathering the names and addresses and phone numbers of your customers…and their permission to re-contact them. Advertising is only a part of marketing. Early on you must pay attention to return on investment when you are spending advertising dollars. I believe your marketing is supposed to be a proactive process. a lot of new friends who never buy anything. I’m talking about high-energy. My personal formula is that every dollar spent in advertising must generate a net profit return of at least twenty dollars. the bottom line is the only measurement.everything that brings your customers and your products and services together.. If an advertising campaign only produces high volume traffic.. a plan where every dollar spent translates into immediate and measurable increases in your profitability.all processes. All advertising has to result in increased sales and profits. All businesses must maintain an active customer database. Entrepreneurs and small businesses need to develop a total marketing strategy. In the context of advertising small businesses you need to build your advertising around an event.. Most entrepreneurs make the mistake of falling in love with their advertising whether it is working or not. There’s got to be some technology-driven methodology built-in for follow-up and customer recontact. marketing is the total concept involving all of the facets. high-response. I can’t stress strongly enough all of the reasons your advertising must motivate your customer to take immediate action..break it down into the two words that most readily come to mind which are Professional and Motion. More than just advertising. This goes back to information management. No matter how much you’ve personally become attached to an ad or a commercial. We can’t throw money at bad ideas if those concepts aren’t working. high-impact in-your-face advertising.

” --James A. I’ve seen the play performed by Lee J.. Ralph Waite. It has never been less than magnificent. then the competition is going to run over you. Most people who say they’ll never be us. Starting in the 1950’s with the version starring Broderick Crawford. We are a very special society. most importantly. evidence and visuals... Judd Hirsch.” . in the end.“Any business without an organized and measurable sales process is like a lost puppy in the middle of the interstate during the five o’clock rush hour.. And when they start not smiling back. Sales people are goal-driven and competitive.. Death of a Salesman is about those struggles and conflicts.. Death of a Salesman I’ve seen the stage play Death of a Salesman. how you present your product or service to the customer..can’t be us. Cobb. it appeared he died a failure. Even though. Having been a professional salesman since I was eight years old.in pure Zieglerism it can be expressed as. I’ve seen it live. I often think we are the most misunderstood animals on the planet. Live and on video.who’s counting anymore.an American Tragedy by Arthur Miller perhaps twenty times..personality sells! In one scene one of his neighbors observes. Sales people are often maligned and slandered because we live and die based upon what we produce rather than to take money for simply showing up. that’s an Earthquake.. Commissioned sales people are paid for the strength of their personality and their ability to persuade others to see it their way.. a fraternity or sorority of adventurers.. and even Dustin Hoffman. The play. the display and...maybe thirty. Jason Robards. If you’re sending your employees into combat poorly trained.and at a dinner theatre in Jacksonville.on Broadway. the price.. I’ve studied it and reflected on lessons learned. Brian Dennehy. Those poor souls who were never fortunate enough to have ever been a sales person just don’t get it. riding on a smile and a shoeshine. the method of payment. Hal Holbrook.I’ve seen it on television as well as every video version by every artist.. Willy Loman will always be one of my personal fictional heroes... Ziegler circa 1983— Marketing starts with the physical sales process. We are those brave souls who passed up that civil service job with the Post Office because we preferred to be paid what we’re worth. You’ve got to have good sales techniques and great presentations as well as great support materials. Your employees need specific training on product presentation.. “Willy is a man out there in the blue. The spirit of this play personifies the entrepreneurial spirit. what you and your employees do and say when you’re interacting with your customers. including word tracts and sales techniques.

it’s the law. Every company must have a corporate creed. it’s not optional... Biff. Their customers are completely anonymous... “You have to touch their hearts before you touch their wallets. No amount of advertising and marketing can overcome bad service or surly employees.if they don’t like your company. Create a well-defined image to present to your potential customers. They’ve never studied or quantified their preferences or buying habits.. They don’t know how to re-contact them. Your company’s marketing vision begins when you create a corporate culture and a corporate personality. I legislate ‘likeability’.when they start to stop smiling back that is an earthquake! In one classic scene in Death of a Salesman. “A Salesman has got to dream boy! It comes with the territory. In my own companies. making indelible impressions upon my customers. You better have a dream.they will never do business with you if dislike you.. I have the ability to keep ahead of the competition while.. My employees are pleasant and personable at all times. By using an efficient database marketing system for business-tobusiness sales and marketing.Nothing on Earth could be closer to the truth. or how to get them to come back when they lose them... its part of their job description. In other words. They don’t know when or why their customers stopped doing business with them. Today’s consumer will not tolerate an unfriendly customer environment. at the same time. and a concept of who you are. In my companies. An old adage in automobile sales says. Willy turned to his son. They haven’t a clue as to where they live or how to reach them.” Own Your Customers for Life Most businesses can not tell you who their customers are. a corporate vision.. we have the unique situation where I find myself doing business with both the general public as well as business-to- . a philosophy and a mission statement that all of your employees buy into and your customers feel every time they do business with you. People will not do business with you simply because they like you but if there’s one thing you can be sure of it’s this. Willy Loman did have the right idea.or. and said. Most businesses do not know how to most effectively reach their customers or how to re-advertise directly to them.” Corporate Personality You see folks.

business sales and marketing. When a company is starting up, or when a small growing company is starting to expand; the efficiency of your sales and marketing returns are crucial. In other words, it’s absolutely necessary that you realize a high closing ratio and the best statistical results from your efforts. You don’t have the time or budget to be experimenting with marketing concepts. All marketing efforts must produce sales. Mining Your Existing Customer Base Let’s take a second here and examine how to market services to another business. First of all, identify your market. Exactly what type of client is your prime target? Who is most likely to buy your services? How do you get a list of these prospects? I assume you have a database management system. Most businesses are so busy prospecting and advertising for new customers that they neglect their old customers. Most businesses stumble along directing all of their advertising resources inviting strangers to do business with their company. They’ve become so focused upon charging straight-ahead, barreling headlong into tomorrow...they’ve lost sight of what made them successful in the past. I’ll tell you unequivocally; your existing and past customers are your best and cheapest source of future business. “Your existing and past customers are your best and cheapest source of new business.” ---James A. Ziegler, circa 1982--Are we are spending so much time looking for new business that we’ve forgotten to service or re-contact our existing customers? Today I urge all of my consulting clients to budget at least 25% of the advertising budget for what I call retro-advertising…that is advertising to existing and past customers as opposed to advertising to strangers. This is all database-driven. The most important marketing strategy I’ll discuss in this book applies to virtually every business in the world. If there were only one thing I was allowed to say to you to dramatically increase your business it would be... “Capture your customers for life”. When Debbie and I started our first company on the kitchen table back in 1986, I had a very simple philosophy...“Once you’ve captured a customer, never lose them”. Years later I stumbled across a book by Carl Sewell, a Texas car dealer, titled Customers for Life. (Doubleday) This is must reading for the

serious business owner. As a business consultant, when I first become involved with someone’s business, the very first project is to set up their database. All other forms of marketing are diminished unless they have the ability to recontact all of their existing customers. My wife and I are regulars at a little sandwich shop not far from our offices. I’d say we probably eat there six or seven times a month. Let’s talk about the little old guy who owns the sandwich shop. He knows us by sight. We’ve been coming there for so long he even knows what we’re going to order before we ask. Like I said, we’ve been regulars there for years. Then, one day recently, it occurred to me, he doesn’t even know my name or my wife’s name. In reality, he doesn’t know anything about me. This guy smiles and jokes with us but he’s oblivious as to our true value to him as lifetime customers. If we ever stopped coming in, he would probably be acutely aware we were missing. He would notice that the nice couple who used to come here several times a week haven’t been back recently. He certainly wouldn’t have any way to re-contact us or to find out why he lost our business. If we just suddenly stopped coming in, he’d miss us but he could never find us again. We’d just be gone. Now, if you’ve ever seen my photograph, you may have noticed my hairstyle is not exactly a work of art. It’s highly improbable you might ever catch me spending thousands of dollars with Jose Eber trying to create a hair styling masterpiece. Excuse me, I’m a middle-aged balding guy and I’m fairly comfortable with it. Truth of the matter is that I’ll get a haircut wherever I happen to be when I need a haircut providing I also happen to have the time. About three years ago I was sitting in the waiting area of a little neighborhood Haircut Shop in Snellville, Georgia where my son often has his hair cut. This particular shop is part of a franchise with more than 500 locations nationwide. As coincidence would have it, the president of the entire company just happened to be there, in that particular shop, on that particular day. When I checked in at the reception desk, the lady asked me if my son had ever had his hair cut there before. I said “Yes” and then she asked me for my telephone number. I immediately realized she was pulling our information up in their database. Unless I missed my guess, their database was keying in on my home phone number. She said...“James or Zach?” While Zach was getting his hair cut, I was sitting there in the reception area waiting my turn. I’m not comfortable in hair places. Naturally, it wasn’t long before I had struck up a conversation with the franchiser.

Remember now, this is the guy who founded this company. He sells the franchise rights to the operators of every location nationwide. Before too long we got into discussing what I do for a living and then, somewhere in the conversation, I asked him this question, “What kind of customer follow-up do you do out of your database?” I am going to guess the man was probably sixty-five. He was very much up-to-date on how his customer-tracking software worked. He told me the managers usually picked three or four names at random each day and called the people at home and surveyed them about the quality of their experience. As it turned out, these random customer satisfaction surveys were 100% of their in-person, customer re-contact strategy. They occasionally used the database to mail out coupons and special promotions. That’s when I hit him right between the eyes with the most important question I ever ask any businessperson...“Can your database identify when a customer has stopped doing business with you?” For a moment he just sat there with a puzzled look on his face. I’d seen that look before. I knew he couldn’t answer the question. Frankly, it had never occurred to him. I continued on with…“It seems to me the average haircut client should take somewhere around six weeks between visits.” I had his undivided attention now. He nodded in agreement. After all, this is some good stuff. It was obvious he wanted to hear more He sat there listening intently, making some notes on an envelope. I went on to say… “If one of your customers hasn’t had a haircut in 60 days, will your computer notify you when they are missing? Will some type of alarm or a flag or a reminder window jump up on your computer screen and inform your employees when this specific customer hasn’t been back in your shop for sixty days? How do find out what’s wrong, why they haven’t returned, and what you need to do to save lost business? You have no contingency plan to recapture a lost customer before they’re lost forever.” Even the simplest contact management program allows any business to preprogram a reminder every sixty days, or any for other time period you choose. What if you were to put a sixty-day reminder notice or an alarm into the computer every time the customer came back in? Of course, if they do come back sooner than sixty days, you’d simply move the reminder another sixty days into the future. When they didn’t show up for sixty days the reminder would pop up and you would have

The lifetime value of each customer’s business justifies the higher cost of quality advertising. You cannot view your customers as a single. Repeat business from existing. Can a restaurant afford to spend as much as $100 in advertising to get each new customer through your doors for a $50 meal? The only way that would even begin to make sense is if you can be statistically certain they will continue to come back. The Lifetime Value of a Single Customer Let’s assume his haircut emporium’s average customer spends about $12. the lifetime value of the business just went up to $2200 to $2300 dollars. let’s pretend the customer revisits the shop every six weeks. which compounds the value of your original advertising as well as the repeat business.. the main reason you want to dazzle them with superior service is because you need valuable word of mouth advertising. Now.00 per visit. No business can afford to allow a single customer to stop doing business with you without making an all-out effort to keep them. at least twice a month.. if that’s a family we’re talking about with several small children who are also getting haircuts. Of course. past customers will always be cheaper and more efficient than soliciting new business from strangers. the value of a customer is in the repeat business. for the sevenyear average they will probably live in the neighborhood. They cost too much to replace. What does it cost to get a new customer? What can you afford to give them to earn their business the first time and then what can you afford to give to get them to stay with you? Could you imagine a restaurant spending advertising budget to get a customer through the door and then having them only eat there one time? Of course not. .identified a potentially lost customer and take action. If the average American family lives in their immediate neighborhood for an average of seven years. I go looking for them. Why in the world would any restaurant or hair salon or any type recurring service business for that matter not use such simple technology tools to track their repeat business? When I find out one of my customers is missing. one-time transaction. Once they arrive.00 over the lifetime of their business relationship.and a lost customer is an earthquake. then the value of losing one of his average customers is about $725.

repeating third-hand. If you can find out why they left.and never will because of it.The intangible multiple of increasing business through good word-ofmouth advertising increases the value of a single customer exponentially. you’ve just potentially blown off 406.376 customers. In reality.. Recently while watching late night television. to neutralize them. then you can invent ways to recapture their business immediately before they establish other loyalties to your competitors.. Harvard Business School Revisited Back in the 80’s. that’s humorous and exaggerated but it does hammer home the point. at any cost. While we’re still in the pretend mode here. they all hate you. let’s also pretend one of your angry customers has told half of the people they know about a bad experience they had with your company. This is only valid when I have customer retention processes in place. Mark H. “What They Don't Teach You at Harvard Business School” and . One customer badmouthing your company becomes a viral infection spreading throughout your community. let’s imagine those people only told half of the people they know about the bad things they’d heard about your company. I don’t know where the number came from. Great word of mouth won’t always necessarily grow your business but bad word of mouth will always kill you. Using this factoid folklore math as a basis. especially since most of the people who hear it probably live within a couple of miles of where you do business.. Truthfully.to shut them up.. or if it’s even valid. One bad experience has the potential to piss off a lot of people you never met. but let’s pretend for just a moment that it’s an accurate statistic. A basic philosophy in keeping customers for life is to be able to identify exactly when customers stop doing business with you.. That could equal the population of a small country…and now.an angry customer has the mathematical potential to become a nightmare. any amount of bad word of mouth is devastating.. Now. theoretically. embellished information. This is true in retail sales to the public as well as business-to-business sales applications. McCormack wrote several books on the subjects. those people tell the story to only ten percent of the people they know. Congratulations. I’m willing to spend a lot more to get a new customer because I’ve calculated the lifetime repeat value of their business. The reason you go to extremes to satisfy them is not only to get their business back (I would usually be just as happy if they never came back) but I want to go overboard to make them happy. Of course. Now. I heard the average American has an immediate circle of influence of about 250 persons.

published by Bantam Books. In my experience there’s no such thing as ‘status quo’ in business. The only way to stay in business is to grow. some little startup business that’s leaner and meaner and hungrier than you are…the way your company used to be before you got fat. Regardless of what type of business you have. It’s as if these people show up every day without a plan. by the new kid on the block. In both of these bestsellers. The skills and techniques he discusses in these books are usually the school of hard knocks insights most of us picked up on the streets. “There’s nothing on Earth you can’t sell your way out of!” Growing Your Business Once It Starts Rolling If you’re not growing. Every day your customers are being seduced away by a competitor or worse yet. This is when you might be tempted to lay back and relax a little. you can be absolutely certain of one thing. Most of the businesses that go under never saw it coming. You can’t get to a certain level and then start treading water and expect to remain at the level at which you’ve arrived. Our advanced institutions are turning out executives whose expertise centers on the way things have always been done in the past. someone out there is planning to take it all away from you. This is when many business people start to become complacent and fall asleep at the switch. I consider McCormack’s books part of my advanced education in the school of real life in the real world of business. was that they were teaching business history. McCormack’s complaint about the shortcomings of Harvard Business School. Re-reading these books will certainly shorten the learning curve for many new business people. or any other business school for that matter. McCormack’s philosophies revolved around entrepreneurial skills. just reacting to the day’s events. there’s no doubt in my mind he would probably agree with my original statement. sales and marketing. They’re in a fight but they’re only throwing counter punches. By the time . It’s a War Out There Now you’ve arrived and your business is percolating. then you’re dying.“What They Still Don’t Teach You at Harvard Business School”. Although I have never met McCormack. firing on all cylinders. It never ceases to amaze me how many businesses operate without a growth strategy. you’re in the money. The only alternative is to die. learning as we went so-to-speak.

Penney would have paid more attention to Sam Walton’s little start up operation and reacted sooner? Just last week here in Atlanta I saw the closing of the last Winn-Dixie grocery stores. Then they exploded throughout the sixties and seventies into the eighties. Grant would have taken K-Mart a little more seriously? What if Sears and J.they realized they were losing it...C.they were all so stuck in their smug “We’re the Big Dog and this is the way we’ve always done it” paradigm that now they’re fighting for their existence. I’ve seen so many business people running scared. established..they’ve nearly lost everything. Growing up in Jacksonville where it all started. There’s always someone in the rear view mirror looking to pass. .if you’re not looking for better ways of doing business. then you’re dying. afraid of the competition. If you’re not in a cycle of continual innovation with new products. Ford and Chrysler. What if W. facing each new day just hoping they can dodge enough bullets to make a profit one more time. it was too late. They’re all so busy trying to stay where they are without sliding backwards they forget the object is to try to get to the next level. Now extinct…bankrupt…gone…what happened? In The Origin of the Species by Charles Darwin written in 1859…Darwin notes that a species must be able to ‘adapt or die’. services and concepts. but the real truth is they will not keep getting what they’ve always gotten. Doing what you’ve always done is one of the quickest ways I know to lose your business. How many old-line. doing what they’ve always done as if it’s never going to change.T. They’re so busy reacting to the competition that they dedicate very little time and resources developing new and innovative ways to grow their business. Remember in the seventies when the first wave of Japanese automobiles caught the American manufacturers snoozing? General Motors... They just continue to open their doors every day. I remember the opening of the very first Winn-Dixie store on Blanding Boulevard back in the 50’s. Winn-Dixie owned the supermarket business in Florida and Georgia. bricks and mortar corporations have suddenly awakened to find they are fighting for their very existence? The big guys are under siege by an army of agile new technology entrepreneurs and e-commerce competitors? Most businesses reach a point where they’re just going through the motions..

The most obvious way to increase the amount of profit per sale would be by raising your prices. more employees.. Incremental profits. it’s the first strategy most businesses embrace in their marketing plan. Increase the Amount of Profit Per Transaction A more rational approach to increasing profits per sale is to find peripheral sales of other products and accessories that are of interest to your target customer... This works in retail. then maybe. as well as in business-tobusiness sales and marketing applications..you can get away with that tactic... Logically.Increasing Sales Volume Okay. direct-to-the-public. there are many ways to grow an existing business. Most businesses have a threshold where sales become price sensitive. Peripheral Sales.one-of-a-kind. you’ll always have an increased cost of doing business. Although it’s obviously your first option... come after the cost factor has been met. Increase the Amount of Profit Per Sale A more immediate way to grow a business is by increasing the amount of profit you make on each sale of your products or services.can’t-get-it-anywhere-else..just maybe. With increased sales.unique. There are several ways to accomplish this...can’t-live-without-it...kind of product or service businesses... over and above. Most of us however are running businesses in a competitive environment and you can only raise your prices so often before it starts to run your customers off. Higher sales volume often requires additional space. There are always additional production costs. and more advertising.. The most obvious way to grow your business is to sell more of your products or services. it’s not always the most profitable option for the more far-sighted business plan. additional storage and even additional locations... .cornered-the-market.. By increasing the profit produced on every sale and every new transaction. you are seeking to maximize the amount of revenue each sale generates. Increasing sales volume is the most immediate action you can take to stop the bleeding if your business is not profitable. as well as the need for new equipment. commissions and salaries.. If your business is one of those boutiques. You can sell more products and other services to the same customer as an adjunct to each sale.got-to-haveit.

shoes. and you’re going to buy something. After all. I love it when George turns to the camera and points right at you. shirts.. They’re genuinely interested in their customers and it shows. and believable. honest. then your emotions kick in. I’ve got to believe he’s fighting a life or death battle every day. do I look like somebody you’d find wearing Armani suits? I’m too hard on clothes and travel wears them out too fast. and drags me down all of the way down the street to the mall. I’ve got to believe that’s the culture George sought to create when he started the company. suspenders. smiles and says. adjust and adapt to changing times. you’re going to be excited. just can’t help yourself…I guarantee it! Whenever I shop at The Men’s Wearhouse.. Over the last ten years I‘ve made a study of watching his company react. When people are buying new suits and wardrobe they are excited because they know they’ll be looking good in their new clothes. It didn’t happen by accident. I’ve got to tell you. Maybe I like to do business with them because I admire good salesmanship. I’ve done business with Men’s Wearhouse in at least four different locations through the years. Zimmer’s marketing approach is honest and straightforward. once you’ve selected a new suit. socks. Employees are aware of their mission statement and they live it. great people and good prices. When you shop at Men’s Wearhouse. while you’re still in the dressing room. these people have their act together. Men’s Wearhouse is good enough for me. and cufflinks are laid out with your new suit. I guarantee it”! Okay. Name brand clothing. “You’re going to look good in your clothes. The one constant throughout has been the honesty and sincerity his commercials project. I buy all of my suits there. There doesn’t have to be. This image is obviously carefully crafted and orchestrated from the top down. belts. they’re consistent. George guaranteed it! When they lay out all of these beautiful accessories that perfectly match the clothes you’re buying. Okay.even though I made up my mind in advance . I love the man’s confidence and his relaxed delivery. His company sells suits and formal wear in the midst of the casual revolution.One of my personal marketing heroes has always been George Zimmer at the Men’s Wearhouse. shakes me up. The message is powerful. several employees are setting up a display featuring your new suit surrounded by an array of colorcoordinated accessories. It would not make sense for me to be in five thousand dollar suits.it literally jumps out of the television screen and grabs me by the throat. There’s no hard sell here. as well as my slacks and casual wear. He’s genuine. An assortment of matching ties. When George says it. in a first-class environment. I always end up buying additional stuff from them…. let’s look at what this guy is up against.

I was severely upset about something or another that had happened when I was dealing with his carwash.. Incredible Customer Service He never realized it until he read the book. and I even trust them to wash and wax my Corvette.. Another one of my personal marketing heroes is a man named Bruce Arnett who owns Carnett’s Carwashes in Gwinnett County. After receiving my letter (I can write some nasty letters) Bruce tried to call me several times at home and at the office but I refused to take his calls. Georgia right in my own neighborhood. Truthfully. I always tip the people out front at least five or ten dollars. It’s obvious.that I wasn’t going to. thinking back. My wife has her Cadillac washed there several times a month. As a result. Then one day. I met Bruce Arnett as a result of a nasty letter I wrote to him back in 1990.that is if I don’t buy any accessories or personal items.. and there isn’t even a thread of a possibility that I would ever allow anyone else to touch my cars. Like Bruce himself. today. I always get the Ultimate Car Wash. I have my new Escalade detailed there three or four times in a single month. Carnett’s is . We’re great customers and that’s the way they treat us. everyday kind of carwash. This guy cared about a single lost customer enough to drive thirty miles across town to my offices in the middle of his workday to apologize and to do whatever it took to make it right. This man has won numerous awards and Chamber of Commerce recognition as Gwinnett Business Person of the year. Sometimes I’ll spend as much as forty or fifty dollars per visit. From the moment you hit the drive you realize this is not your ordinary. which is their best service.I haven’t the foggiest idea of what could have possibly happened to get me so upset. At the time. Bruce Arnett must have come from the same school I did. This is what I am talking about when I say increase the amount of profit per transaction. Sometimes. I’ve known Bruce for more than fifteen years now and he never ceases to totally amaze me. he realizes that past customers are your best and cheapest source of new business. Then he wrote me a letter and I refused to respond. you know what? I’ve discovered that’s how they treat everyone. The story is legendary.. All I can remember is I was really ticked off at the time about something or another. he just showed up at my office demanding to see me. I’ve done business with Carnett’s Carwashes for more than a decade now. But. run of he mill. In addition.

you must realize that I am a complete lay down. Mr. “Will you be having The Ultimate Wash again. she’s been there a long time. Let’s face it. “We have a special on The Shine Express Service this week. but then I realized she also called the very next customer by their name too. and tops. I watched her for a minute and I saw what she was doing. as usual. Although I wasn’t particularly in the market for any new car accessories that day. This is different! Carnett’s has this really big. She reminds me this is my eighth wash. We’re talking about a world-class impulse buyer. She had already pulled up my account. When you see me coming. I just bought my fourth new Cadillac Escalade and I’m still heavily under the new car ether. baseball caps. Most carwashes make some sort of feeble attempt to sell a couple of aftermarket items with little. tacky pegboard displays located near the cash register. a professional salesman like me is an easy target for a sale. Want to hear about it?” How cool is that? This is a carwash and they are all over it. I’d prefer to think she knows my name because I’m such a big shot. and enthusiastic. She knew my name and my history before I even got out of the car. last week. well-lit. All of the employees are well dressed. nice people. extremely nice boutique area with everything from the traditional car scents and accessories to greeting cards. I’m the easiest sale to close in the universe. You see Carnett’s Carwash has a database which keys in on my car’s license tag number. The cashier knows me. . There’s something good about doing business with familiar people. I was browsing through the gifts and accessories in the Carnett boutique while I was waiting for my car to be washed.. All of these people are so friendly. On the walls are framed articles from newspapers and magazines about the Arnett family and their contributions to our community.a class act.. because I am such a VIP customer. It just makes you feel good being there.. So. These people don’t fit the carwash stereotype. You genuinely get the feeling they are glad you’re here.with references. Walking up the ramp into the building you can’t help but notice how spotless the place is. I always have a special honeymoon period with every new car I buy. This is a high-energy kind of place. This is a family owned business that is historically and emotionally invested and embedded in this community. Ziegler?” she asked.. The young woman approaches the car and calls me by name.you might describe me as a ‘guppy’. in uniform shorts. This isn’t what usually comes to mind when you envision “Carwash Help”. just two more trips before I earn a free one.

the story started out at a time when Bruce Arnett had definitely lost my business forever. eyes glazed over.There it was. I should have guessed it. Now. in a conversation with Dee Arnett. Within an hour she forwarded to me ten pages of recent ‘web trends’ reports and a complete up-to-the-minute analysis of their traffic. And of course. I am still studying their websites. I made it a point to visit several of his newest locations. I never cease to be amazed at the consistency of the quality of his locations and his people. Bruce Arnett definitely realizes the lifetime value of just one single customer. In researching this part of the rewrite of The Prosperity Equation. Bruce Arnett and his wife. Now just picture this. You’ve got to remember. Dee. All I need now is a rap group and a posse. I offered to analyze their websites. Most businesses would have written me off. Certainly. with a credit card in my hand. The main point I was trying to show you was how Carnett’s made more profit per sales transaction through their upgraded levels of carwashes and their daily specials as well as their aftermarket boutique sales.. as in determined that I would never go back there. you already know the rest of the story. But now I’m looking at them to see what I can learn. There are several stories within this story. doggedly and relentlessly pursuing me until he recaptured my business. Bruce and Dee Arnett are the kind of businesspeople who always pay attention to the details so many others miss.. That part of the sale alone amounted to an additional $75. very few businessmen would have taken the time and made the effort to rescue a single lost customer. There’s another lesson I’d like you to learn from this story. His carwashes are now franchised and still state-of-the-art. that’s what I call incredible customer service. personally. The end result was…”What does she need me for?” They were more than on top of their business in the ultimate professional way. a custom chrome tag with a raised gold Cadillac emblem. I was frothing at the mouth. before I could take another breath.. Of course you’d have to be some kind of a fool if you think I passed up the optional gold frame that went with it. . here he is. hanging on the wall just above the air freshener display.. over and above the price of the carwash. have become great personal friends. you know.. Bruce Arnett is an extremely successful and respected businessman in Gwinnett County and his time is valuable. But. I knew it would look great on the front of my new car..00.and I was happy to do it. Nevertheless. Recently. a custom mesh grill and a gold emblem package. You could have chiseled it in granite.my new tricked out Escalade already has twenty-three inch custom wheels.. I did end up buying that beautiful chrome and gold plate for the Escalade. I was dead set.

whenever you buy a suit or pair of slacks there. for example. Some of the biggest profit seminars are the training seminars for Sales Managers and Finance Managers in the automobile . therefore. At Men’s Wearhouse. they now had more. Cars were better built. we were looking for ways to sell more seminar seats to the same people. Leasing not only offered lower payments but now their customers could drive the cars for just two or three years and then trade them in or simply give them back and get a new one. As a bonus. they were lasting longer. as a result. We sell our seminars to individuals as well as to businesses. the sales person always invites you to bring your clothes back anytime between cleanings and they’ll press them for free. the average consumer found themselves owing too much money on the car to be able to trade it in every three years or so when they wanted to. Another good example of this concept is automobile leasing. people began financing longer so they could afford the payments. I have both types of sales in my companies. As cars became more expensive through the years. Increase the Frequency of the Business Once your business has maximized the profit opportunity of every single transaction.These principles work for all types of businesses regardless of whether it’s a retail business selling directly to the public as in these examples or whether it’s a business-to-business sales and marketing application. In other words you need to get the same customers to come back to you and buy more often. and even some seventy-two and eighty-four month loans becoming available. the next logical step in the process of growing your business is to increase the frequency of the sales with the same customers. They increased the frequency of the transaction. In my own business. That’s brilliant! Not only is it great customer service. About fifteen years ago the manufacturers started realizing most of their customers were keeping their old cars longer between trade-ins. people were hanging onto their cars until they paid down the loans sufficiently to be able to trade. clean used cars to sell. Leasing allowed auto dealers to sell more new cars to the same people more often. With the proliferation of sixty-month automobile loans. it also ensures that your valued customer will return often and get into the habit of visiting your store. late model. That’s when the manufacturers stepped in and came up with the idea of short-term consumer leasing. So. The main reason people weren’t trading cars as frequently was long-term financing and the fact that quality was improving. Short-term leases were designed to shorten the trade cycle.

Biggerness Has No Boundaries I don’t know about you but I would probably have been a little disappointed if God had decided to build a small.industry. you may re-attend that seminar at no charge. In these circles. I’m working on projects that are so large they will make some small thinkers scream out loud and shudder in disbelief. The half price attendees are found revenues and a lot of them have already signed up for it. We have thousands of graduates in our database. Abundance is limitless…take it…God will make more. This month we’ve decided to have a big sale in the seminar business. It’s always been my policy that. I’m planning some incredible big things right now. The more attendees who stay at the hotel at our group rate. Ordinarily. There have been many months when the no-charge repeats staying at the hotels saved me thousands in meeting costs. for life. If enough people stay at the hotels in my room block. the meeting space is free. I often find myself running with the big dogs. the lower my meeting costs. sales managers and finance managers wouldn’t be cross-training like that but the sale on the attendance has created an atmosphere that makes the offer difficult to refuse. Sometimes I find myself associating with people who are operating on a higher level. my giant dreams are considered to be . My universe is limitless and the opportunities are endless. Sometimes these Sales Manager Seminars and Finance Manager Seminars will gross as much as $100. There are no walls around your imagination either. we always contract the hotels on a sliding scale. It’s fair to say it is bigger than we can fathom. “Wow! This is really one heck of a big place we’re all living in here!” You have no concept or comparison or words with which to measure it. once you’ve paid for any seminar title. When I am performing out-oftown events. So far the sale is an overwhelming success. at full price. All you can do to describe is sort of to say. They never have to pay again once they’ve attended any of the seminars. and they usually convince their employer to send someone else with them who is attending for the first time. That keeps them coming back once or twice a year. This is the first time I’ve ever tried this type of promotion. Anyone who has attended either the Sales Manager Seminar or the Finance Manager Seminar at any time in the past may now attend the other seminar at half price during the month of October. finite universe. I’ve never met anyone who could pinpoint the exact place where the universe starts or where it ends.000 over a four-day event. But then again.

to the specific techniques and strategies. all of the way through the philosophies. As I sit here winding down. this is my final challenge to you. Then I asked you to make a commitment. promoting and . From the mindset. In the very beginning I laid down The Prosperity Equation broken into its four cornerstone elements as well as the fine-tuned peripheral components required to realize the highest levels of success. I told you my personal story in a way I hoped would illustrate the book with vivid pictures painted in your mind. Follow That Dream.. writing the last part of a book that has taken me years to finish.. All I can say is this is what worked for me and many other people I’ve taught these principles to. is just in the details? We’ve all heard the saying. it occurs to me the next one will be a lot easier to write. I’ve tried to quantify the basic ingredients in the recipe I used to cook up my personal success. I asked you to take a naked look at yourself with your defenses down. owning. this book transitioned four times. It’s all about the details isn’t it? Well. I can already see these events clearly in my mind..with no-excuses. I discussed the specifics of starting. All of us have so much to do and so much to say. In these pages. Do you have a dream unfulfilled? Could it possibly be that the only thing standing in the way of your success and prosperity. my way isn’t the only way to get there. if you haven’t got the guts to go for it now. Right now we’re immersed in producing Prosperity Equation Experience Seminars in cities worldwide. We talked about focus. mindset and philosophy. It might not even be the best way.small thinking. then just when do you imagine it’s going to happen? I’ve repeatedly given you the combination to the vault.. the only thing holding me back is the details. What more can I say to you? Follow That Dream Elvis had a movie back in the sixties titled. I’ve heard some great speakers build an entire presentation around those words. Big fish in small ponds don’t learn anything. no glory. Right now.. maybe even standing in the way of your happiness.the thousands is doable. As I’ve pointed out repeatedly.. Finally.no guts. This was intended to be something very personal. We’ve already produced events attended by hundreds. That’s the way everything in life is. Well. to the journey.

If you’ve read this book and absorbed all of these thoughts.or to break commitments. including marketing. I threw a lot at you in a compressed format. Thanks for not getting frustrated or giving up. .. I start to catch myself skimming over the pages and jumping around from chapter to chapter. Whether you already have an existing business you need to grow or whether you are thinking about starting a new business. by the time I’m halfway through. Just start doing it now and perfect it later. I’m saying you already know the right thing to do. That process. Stop asking other people what you should do with your life. Admittedly. I’m not urging you to be irresponsible or foolish. I view every mistake I’ve ever made in business as an investment.or to abandon those you love. The stars are never going to line up perfectly if that’s what you’re waiting for. And now don’t you go waiting until everything is perfect either. I was assuming the role of your personal trainer and I was committed to pushing you to the limits. Remember. You’ve already done that too much. then you need to solidify your dream first. Make adjustments as you grow. in itself. Fire before you aim and then adjust your sights.. Remember.. It’s an attitude and philosophy thing more than it is a technique thing. Yeah.operating a business. Now the ball is in your court.. Knowing beyond a shadow of a doubt that knowing what doesn’t work has helped to make me a wealthy man. Considering the fact you’re still here and still reading this is extremely gratifying. This is your time. Work out the details in your mind and on paper. advertising and sales. If you’re only in the idea stage. Usually.. You’re going to make mistakes and you’re going to correct them and survive through them. what’s next? Nearly half of the pages you’ve just finished reading were challenging you to make decisions and to take action. I rarely find the time to completely finish reading a book all of the way to the last page. most of The Equation is in your head. is an action. It will never be precisely the right time if you’re just sitting around waiting for the right time to magically appear. It’s time to be true to your heart and to follow those dreams.procrastination and excuses are your worst enemies. philosophies and techniques. In my experience I’ve found the real losers in life were those people who died while they were still getting ready to get ready. your life and your dreams. I’m honored that we have managed to stick it out together. Complacency is fatal. I know I might have insulted you way back in the beginning but it was a calculated risk necessary to get your mind in sync with mine..

More than the money…more than any fame or success…I wrote this book to help others. Ziegler . Nothing on Earth gives me more satisfaction than knowing something you learned as a result of what I’ve said or written caused your life to be better for the experience. Good luck! The End James A. It’s my sincere hope that one day soon we’ll be celebrating your abundant success.I want to hear from you.

D.New Millennium Edition . Paul B. McCormack Think and Grow Rich by Napoleon Hill Customers For Life: How to Turn That One-Time Buyer Into A Lifetime Customer by Carl Sewell.James A. Brown The Guerilla Marketing Handbook by Jay Conrad Levinson Rich. Fridson How to Win Friends and Influence People by Dale Carnegie What They Don’t Teach You at Harvard Business School by Mark H. Covey ‘50 and Fired’…and article from Fortune Magazine May 16th.Bibliography Who Moved My Cheese?: An Amazing way to Deal with Change in Your Work and in Your Life by Spencer Johnson M. 2005 by Brenda Moore-Cherry Origin of the species by Charles Darwin 1859 THE PROSPERITY EQUATION . Stanley The Home Office and Small Business Answer Book: Solutions to the Most Frequently Asked Questions About Starting and Running Your Business 2000 edition by Janet Attard The 7 Habits of Highly Effective people by Stephen R. Poor Dad: What the Rich Teach their Kids About Money that the Poor and Middle Class Do Not by Robert T. Ziegler . How to Be a Billionaire: Proven Strategies From the Titans of Wealth by Martin S. Kiyosaki The Salesman of the Century by Ron Popeil with Jefferson Graham The Millionaire Mind by Thomas J.

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