Pathway To Success
Published since 2000
Volume 7, Issue No 19, 23rd Sept 2007
Publisher Irena Whitfield
iwhitfield@...
http://www.thecassiopeia.com/
Subscriber Count: 138,500+


The roots of true achievement lie in the will to become
the best that you can become. Harold Taylor


With 'Pathway To Success' you are receiving only top information,
reliable and proven resources, never anything just to make
a couple of dollars at your expense. However, to make full use
of the resources, get fast ahead of your competition and have
your business and profits grow, you should read, apply and follow
the information you receive.

Don't forget to collect your Bonuses incl Insider Tips 5 and
77 Questions and Answers to Ezine Success at:
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Read the Current Issue Online at:
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Editorial:

Wonderful publishing Sunday, my precious Readers!

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Sincerely,

Irena Whitfield
Your Publisher

P.S.: I apologize for any bad link you may find, I'm working
on the updates but not all is done yet. Please let me know
about any bad link you may find at: smartie at thecassiopeia.com
Thank you.

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***************************
Publishing dates
'Pathway To Success' is published every other Sunday.
Next Issue is supposed on 7th Oct 2007.

***************************
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Contents

1. Today's Feature Article by Veronika Noize
2. Today's Tip On Motivational Reading by Dr. John C. Maxwell
3. Today's Subscribers' Corner by Eva Browne-Paterson
4. Today's Tip On the Opportunity worth checking
5. Today's Tip On the Book worth having
6. Today's Tip On Software worth using
7. Today's Tip On Learning
8. Today's Special promotional Tip
9. Today's Useful Tip
10. Today's Special Tip


Today's Feature Article

Top 10 Excuses Why Marketing Is Not For You
Veronika Noize

As a marketing coach, I've probably heard every excuse in
the book why people can't market their businesses. You wouldn't
believe some of the whoppers people tell when they're trying
to justify their failure to attract clients.

Now don't get me wrong; it's not that failing to attract
clients makes one a bad person. Not at all. It's just that
when I hear the following excuses I feel compelled to call
'em as I see 'em: Baloney!

If you have the mistaken notion that any of these lame
excuses are the reason that your business isn't successful,
get a clue. These are just EXCUSES for people who fail, not
reasons not to succeed (a subtle, yet important, difference).

1. "I'm too honest to market." OK, this little gem is at
the top of my list because it is both a lie AND an insult!
I am a marketer by trade, and I am honest, so I know for a
fact that marketing is not a dishonest process or practice,
nor does it have to be dishonest to be effective. What's
dishonest is when you overstate your results, or if you
truly don't believe that your product or service is worth
what you charge, or if you deliberately intend to defraud
people. In that case, the problem is with you, not
marketing, so stop insulting the rest of us.

2. "I'm too modest to market myself." Listen up, princess,
every word out of your mouth doesn't have to be about YOU.
Think about what your clients want, need and actually get,
and that'll keep the conversation going for as long as you
need it to go. Hey, if you're not comfortable saying great
things about yourself, start saying great things about what
your clients get out of working with you. Or better yet,
let them say it for you in the form of testimonials. But
don't think that you have to be the subject of every
fascinating conversation you have with prospects.

3. "I'm too shy to market myself." As a highly sensitive
person myself, you'd think I'd have more sympathy for this
excuse, but I don't. If you want to be successful, know
right now that it may not always be comfortable, and you
have to be willing to do what it takes to succeed, even if
that means going outside your comfort zone. Shyness is a
habit that can be overcome with practice, so join
Toastmasters, or see a therapist if that's what it is going
to take, but get over yourself. I promise you will be glad
you did.

4. "I'm too creative to market myself." This excuse is
really lame! Marketing is a very creative process, and
since you have literally thousands of options when
structuring your marketing plans, creativity is an asset,
not a liability. Unless you're one of those I-am-a-self-
indulgent-whiner-who-refuses-to-accept-any-responsibility-
for-my-actions-and-masks-that-character-flaw-with-claims-of-
misunderstood-or-excessive-creativity kinds of people, in
which case I say, grow up, and while you're at it, think up
a more creative excuse.

5. "I don't have enough time to market my business." OK,
this excuse sounds good at first, but in reality it doesn't
wash. Either you are already marketing but not
acknowledging your marketing activities as such, or your
business is so busy that you don't need to market at all,
which makes this excuse unnecessary. So if you haven't got
all the business you want but you don't have time to market,
you need to reevaluate how you're spending your time, and
make some tough decisions about when you are going to do
what you need to do to get those clients.

6. "I don't have enough money to market my business." Again,
you get points for trying, but this is still just an excuse,
because good marketing isn't about money, it's about
relationships. You can start very modestly with your
marketing plans, and spend nothing but your time. And let
me tell you, if you can't get some traction spending 40
hours a week trying to build your business relationships,
maybe you should rethink your decision to be an
entrepreneur.

7. "I have no personal network to market to." Oh please,
you've got to have a better excuse than this! If you truly
have no family, no friends, no colleagues, no acquaintances
or no former co-workers, then start meeting some. I don't
care if you've been on a desert island for the past 20
years, you can always meet people through networking
meetings, trade associations, classes, social clubs, or at
the gym! Just pick up the phone and call the people you
want to know, get out there and mingle, and your personal
network will grow quickly.

8. "My product or service is too hard to explain to people."
Fine. Quit explaining what you do, and start talking about
what your customers GET from working with you. Do you help
your customers get thinner, smarter, married, fitter, their
first home, or what? Seriously, nobody cares about what you
do, really; people care about what they get. Get it?

9. "My product or service is so good that it should sell
itself." Sure, that's probably true if your product is a
talking monkey, or your clients are all telepaths, but
other than that, it's going to take a little effort on your
part, bucko, so start creating some momentum in the
marketplace and you'll find that your product needs less
and less of your efforts to sell, until one day it almost
seems like it DOES sell itself!

10. "My niche is too narrow and I can't find my customers."
Hogwash. What this usually means is that you haven't yet
defined your customer, because you can't find what you
haven't identified (and don't give me that you'll-know-them-
when-you-see-them line). Start with a matrix of situation
and need to identify that client. For example, let's say
you're a financial planner, and you think your clients are "
people who want to get their financial affairs in order."
Think instead about who needs to get their financial
affairs in order, and you'll probably come up with
something like "married couples with children who have $X
in assets and need to protect those assets with planning."
And you can certainly find those people, can't you?

So we've blasted all these lousy excuses, but we haven't
yet addressed the biggest excuse of all: fear. Most of the
time I've found that the more excuses my clients offer for
not moving forward with their businesses, the more fearful
they are.

Hey, I understand, and I've been there myself. But what it
comes down to is this: Are you more afraid of succeeding (
or failing) than you are of going back to work for that
idiot boss you always end up working for? If the answer is
that you're more afraid of facing the personal responsibility
of entrepreneurship than of any garbage your boss could throw
at you, then good-bye entrepreneur, and hello wage-slave.

But if you think that the worst possible scenario is
working for some moron again, and that you'll happily work
like a dog if that's what it takes just so you don't have
to slink back into that stinking office with your tail
between your legs, good for you. It's time to forget about
excuses, and start figuring out how to make this whole self-
employed thing work for you.

The first thing to understand is that fear is OK. Yes, we'
ve all been fearful (and yes, I include myself in that "we"
statement). It can be scary picking up the phone. It can be
scary going to a sales meeting.

But at the end of the day, isn't your product or service of
value to someone? Aren't people glad (or going to be glad)
that you've solved a problem for them? So stop worrying and
fearing the marketing process, and remember this: Marketing
is really nothing more than the process of developing
relationships, and you, my friend, can do that in your
sleep.

********************************
Veronika's commitment to supporting the small business community
has manifested itself in several exciting ways recently. A few
years ago, she appeared in 31 episodes of "Dream Builders TV:
A Focus on Entrepreneurship" as Your Marketing Coach. The show
aired on the Portland, Oregon local Fox affiliate and regionally
in the Pacific Northwest, and is now in syndication in Asia:
http://veronikanoize.com/

********************************
Today's Motivational Reading

What I Know About People
Dr. John C. Maxwell

One of the things that characterized the leadership of Mary
Kay Ash, and contributed greatly to her success, was the
fact that she valued the individual worth of people. This
concept wasn't just a corporate slogan for the cosmetics
company that bears her name; it was the way she lived her
life.

This remarkable lady started her company as a way to provide
women with an unlimited opportunity for personal and financial
success. Why did she have that goal? Because she valued people.
To her, everybody was somebody. And in the end, that's what
made her a success. Thinking about this philosophy that was
so much a part of Mary Kay's life brought to mind a few truths
that I have discovered about people over the years. Here are
five key principles that will help you understand the people
you lead and help you lead them more effectively.

1. Everybody wants to be somebody.
Isn't that true? Everybody wants to accomplish something.
They want to have some worth. They want a little
recognition. And they certainly want some affirmation.

2. Nobody cares how much you know until they know how much
you care. I say this often; in fact, you've probably read
it before in this e-newsletter, but it's worth repeating
because it's so important. If you want to touch people and
change lives, you have to touch them relationally first.
Don't tell them what you know. You don't impress them with
your knowledge; you impress them with your compassion.

3. Everybody needs somebody.
Every so often, I come across someone who says, "I don't
need anybody. I'm independent; I'm a self-made man (or
woman)." When people tell me this, they think I'm going to
congratulate them. But I don't. In fact, my reaction is
just the opposite. You can't achieve greatness by yourself.
So if you've done something all by yourself, you haven't
done much at all.

4. Anybody who helps somebody influences a lot of somebodies.
When you help someone, you're not only helping that person.
Either directly or indirectly, you're also helping everyone
within that person's sphere of influence. The power of
influence always adds and multiplies.

5. Today, somebody will rise up and become somebody.
This was one of Mary Kay's foundational understandings.
Because she believed so strongly in the individual worth of
every person, she could see your value before you saw it
yourself. She could latch onto your potential before you
ever bought into it. That's just how she was. It's part of
what made her a great leader.

You may not achieve the kind of name recognition that Mary
Kay realized in her lifetime, but if you take these five
ideas to heart and act accordingly, you will greatly
increase your chances of succeeding--as a leader and in all
your other roles.

********************************
This article is used by permission from Dr. John C. Maxwell's
free monthly e-newsletter 'Leadership Wired' available at
http://www.INJOY.com

********************************
If you like our Ezine, please rate it at the Cumuli Ezine Finder
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********************************

Subscriber Article

20 Ad Copywriting Tips For a Better Response
Eva Browne-Paterson

Before putting pen to paper, or fingers to keyboard, and
writing ad copy for your next promotion, you should read
and consider these helpful copywriting tips. They're
designed to give you more insight into your customer's mind
and write copy that will generate a better response.

1. Take some time out to research your customer, so you
know who you are writing to and what their problems are
that you can solve.

2. Write in the first person as though you are having a
conversation directly with your prospect.

3. Consider their possible objections and answer their
questions in advance.

4. Many prospects won't read past the headline if it doesn't
compel them to read more... Therefore it makes good sense
to spend as much time as possible crafting a headline that
will stand out and demand attention. Select descriptive words
and phrases that ellicit interest in the main benefit, such
as the ones found in this freely downloadable document here.
http://www.evieb.com/bestheadlines.exe

5. Ensure the copy is written in simple English in a
flowing style that's easy to read. Consider asking a friend
to review your copy before submission.

6. Take time to write a compelling first line to keep the
reader interested, and an action-taking last line to
fulfill the need of the ad -- to get a click-thru to your
web site. Reiterating the main benefit in the closing line
is worthwhile.

7. Try not to confuse the reader by keeping a consistent
tone to your writing. Sometime you need to detail exactly
what the prospect needs to do.

8. Don't be afraid to use shorter paragraphs and punchy
bulleted lists. This makes your copy easier to read.

9. Only write as much information as you need to to get
your version across. Long is ok, as long as you're not
needlessly repeating yourself.

10. Using more verbs in your vocabulary can be more
persuasive than using adjectives.

11. If you're writing an ad to be published in HTML, make
sure you use a simple font in black text.

12. Many prospects fear the thought of losing out on a good
opportunity. Take advantage of that fact. Create a sense of
urgency by giving a deadline or a good reason why they
should take the desired action NOW.

13. Use simple commands wherever necessary to instruct your
prospect of the next step to take. The easier you make it
for them, the more chance you have of them following your
lead.

14. Use testimonials throughout your copy to add
credibility and real-life user experience to your offer.
Wherever possible, detail the exact problems that your
offer alleviated.

15. Focus on benefits rather than features. That's what
your prospect is really interested in.

16. Use the word 'You' more than the word 'I'. Remember,
it's all about your prospect and what you can do for them.

17. Don't forget to use a PS. This is the second most read
area of an advertisement. Consider mentioning your
guarantee here.

18. Why should the prospect trust you, let alone buy from
you? Let them know the reasons why.

19. Write as though you are an expert on the particular
subject. Convey experience and satisfaction to the reader
to project honesty.

20. Make sure your order process is as simple and
straightforward as possible. Don't make it hard to figure
out and place it in a position where it will be noticed.

I hope these tips give you some good food for thought when writing
your next ad for promoting your business.

********************************
Eva Browne-Paterson has been publishing EvieB's New-Z since
2001, and partners with Jullieanne Matheson in Ezines-R-Us.com.
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**************************
Today's Tip On the Opportunity Worth Checking

What Is The Single Most Powerful Force in Marketing?
Word of Mouth!

You're about to embark on a full year of legal corporate
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as they are guided by Mark Joyner to the next level.

He calls it Word of Mouth Transformation!

Finally you'll understand exactly why some businesses build
legendary fortunes for their owners and why others are
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But Hurry: The doors are closing as you read this. Once
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Today's Tip On the Book Worth Having

Something VERY Special for You Today!

Alan Tutt has been working on a surprise for the last couple
of weeks, and today I'm going to reveal it to everyone!
Three weeks ago, Alan mentioned a couple of websites that offer
some great ebooks for free, and the wonderful response that
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Of course, it just HAD to be different, and in my opinion
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He calls it the Self-Empowerment Ebook of the Week Club.

When you sign up, you get 4 ebooks immediately. Not just any
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These 4 ebooks ALONE can help you dramatically reshape your
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In particular, you'll see a couple of NEW special report
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* Why Beliefs Matter
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You'll also get my $20 audio program, KTP: Power of Intention

Obviously, this isn't just a random collection of ebooks to get
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I'm pretty sure that you'll LOVE the content you get as
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Today's Tip On Software Worth Using

Looking for a Fresh Way to Gain Signups to Your Program?
Join the Best Viral Email List Builder AND Credit Mailer:
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One of my secrets in marketing is using viral email advertising
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the most effective methods, and I dare say the best of all,

Optin Advertising list builder is NEW and growing at an enormous
rate. It is a very powerful program helping you build
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You can signup PRO or FREE - pro get the most, and it is for
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PLUS the Global Credit Mailer: For any member who has the 'credits',
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Are you struggling with building a mailing list and a good
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Today's Tip On Learning

Affiliate Disaster? Are You Affected? Change It Now!

In the last few days, I have been thinking very carefully
about the real reason why many people can NOT make even one
penny marketing affiliate products on the Internet. I really
wanted to know why.

After I surveyed my list carefully, I found out that most
people do not market their products correctly. They simply
put up banners, blast their subscriber base, and send traffic
to their affiliate sites.

This is a BIG DISASTER.

If you do this, NOT only are you NOT going to survive online,
but you are also not going to be able to have a consistent
and growing affiliate income for your business.

In the end, you are going to give up. You will tell me how
hard it would be to make a living utilizing the power of
affiliate marketing. This really breaks my heart. This is
really something I want you to AVOID in the long run.

There are so many people believing in making a living online
by marketing affiliate products online. Seriously, you see
the claims here and there all the time.

However, do you know the truth?

* Do you know what is happening in the affiliate marketing
industry?

* Do you know that people are giving up left and right
in this industry?

* Do you know that it is almost impossible for many people
to make that extra $$ after the second month of selling
affiliate products?

Well... It is almost impossible. Yet, as you search
for the truth, many marketers claim that they make a GAZILLION
dollars on the Internet. Is that really possible? Can we still
tap into this industry, even though the whole market looks
like saturated now?

As soon as you get the information Henry Gold now publishes,
you will be surprised how easy it is. The information is
very detailed and I highly recommend you to read what Henry
has to say.

Click here:
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Today's Promotional Tip

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List Joe is a list builder that builds lists faster for you.
It's guaranteed nine times faster than any other list
builder, and all you have to do is plant the seed.

A List Builder allows you to email hundreds, or even thousands
of people, but you only receive a maximum of about 7-10 emails
per day, depending on how many levels there are.

How is that possible? Well with a listbuilder, your list depends
on how many people you and your downline recruit to the site.

So, if you bring in 10 people, and then those 10 bring in 10
and so on, and you end up with a downline of about 1000 people,
then you can mail all 1000 of these people everyday. But,
the only emails you'll receive is those from YOUR upline.
In a ten level network, there are 10 people max in your upline,
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Being part of a List Builder and promoting it can have great
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Today's Special Tip

Women's International Networking!
10th W.I.N. Global Forum: Oslo, (26) 27-29 (30) September 2007

The 10th global forum will provide women leaders with the
special vision, strategies, environment and skills needed
to succeed in today's world. Participants from all around
the world will come to Oslo for three intensive days of
inspiration, benchmarking, learning, sharing and celebration.

Check it here:
http://www.winconference.net/


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Great things are not done by impulse, but by a series
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Vincent Van Gogh

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