A few weeks ago my wife Laura took our three small children to Friday Night
Story Time at Borders Bookstore. The kids went in their pajamas and a lady read
stories to them (which is a great customer attractor, by the way!)

My oldest son, Cuyler, who's two and a half, is strong willed and has a very
short attention span. This night was no different than any other – the lady
read the books while Cuyler wandered all over the children's section of the
store, pulling things off of shelves, pressing buttons on the electronic books
that make sounds, doing everything but listening.

That is, until she started reading a book called “No, David!”

Cuyler was instantly mesmerized. He walked over to the lady and stood right in
front of her, looking at the pictures and listening to her tell the story, until
she was completely finished.

In this book, David's mom shouts “No, David!” while he reaches for the cookie
jar, tracks mud on the white carpet, sloshes water out of the bathtub, runs
naked down the street, bangs on pots and pans, plays with his food, eats with
his mouth wide open, picks his nose, plays baseball in the house, and breaks a
vase of fresh flowers.

This lady was reading Cuyler his diary! This book was like, a 5 minute slice of
his own life. And he was drinking in every word.

Then at the end: David's mother says, “Davey, come here.”

You turn the page, and…

David gets a great big cuddle from mom, who says, “Yes, David, I love you!”

Cuyler REALLY likes that part. A LOT. Whenever I read him this book (we bought
it for him, of course) the names “David” and “Cuyler” are interchangeable. I
get to the end of the book and say “Yes Cuyler, I love you!” and he giggles and
snuggles with me and loves every minute of it.

Bottom line: This simple book has just 60 words and 19 beautiful illustrations,
yet it totally captivated a two year old boy. Heck, even I relate to it!

Why? Because it tells Cuyler about David. And Cuyler is just like David.
Cuyler feels the same way David feels. It read Cuyler his diary, the one about
his daily dose of No's, then reassured him that his mommy still loves him.

What you must know is that “No David!” embodies the very essence of “Magnetic
Marketing.” I'm not simplifying things one bit when I say that what works in
sales, works for all of the same reasons that Cuyler likes this book. “No
David” starts with empathy and ends by addressing very basic, keenly felt fears
and desires.

When your sales message contains both of those ingredients, it's bound to work.
If those ingredients are missing, it won't work, no matter how 'impressive' you
think it is.

You can learn more about “Magnetic Marketing” by clicking on
http://www.usedtapes.com/mm.

* * * * *

I'm about to tell you about one of my best website and software development
secrets.

This is a strategy that Microsoft and many other large software companies use
extensively. I use it too.

The secret is simple: Spend your time on marketing, not building web pages.
Don't do it yourself, and don't hire it out to some marketing or graphics agency
either.

Have it done by someone in a FOREIGN COUNTRY. (Yes, Microsoft has a lot of
software development done in places like India, Russia and Hungary. Technical
Support for Hotmail is done from the Philippines!)

By the way, most of those Dot Coms who burned through millions of dollars and
failed, never figured this out. Some companies spend many, many millions of
dollars building websites. Now that is almost unimaginable to me, because I DO
know how to build a website, and it's not that hard to do. It certainly
shouldn't cost hundreds of millions of dollars!

But either way, it IS a time consuming and/or expensive activity for a busy
entrepreneur.

Website development typically costs $50 to $100 per hour in the US, more if you
have it done by a large, well-known company. Hard core software development (C,
Visual Basic, Information Technology apps, Databases, etc.) costs more than
that, typically $100 to $200 per hour.

But not in INDIA!

You can hire a very skilled Indian webmaster or software developer for one third
to one tenth what it would cost you in the US. And since email makes the world
a very small place, it doesn't make much difference whether your webmaster lives
in Baltimore or Bangalore.

(Actually, Bangalore is even better, because when you send him an email at 5PM
US time, he receives it a couple of hour later when he starts work, and will
probably get back to you before you arrive to work the next day.)

So, you ask, how do I find a good webmaster or software developer in India? And
isn't it rather complicated to administrate this? And how do I know who I can
trust?

All I can tell you is the name of a young engineer that I've been working with
for the last 2 years. His name is Vivek, and he built my website,
www.usedtapes.com.

I should explain something about my site: It's much more complex than a typical
website, because it runs a sophisticated database program that handles passwords
and user registrations for classified ads – visitors actually interact with it.
And Vivek did a very good job with this project. Another site which Vivek
built, a more conventional html site, is www.futureach.com.

Vivek can built a standard website for you, maintain it, plus provide domain
name registration and hosting (i.e. the ENTIRE package deal) for just a few
hundred dollars per year. A sophisticated website is more, but not by a huge
amount.

Are you one of those people who STILL doesn't have a site yet? Or are you
wasting your time fooling around with your PC instead of developing your
marketing message and SELLING? If so, Vivek might be just the guy you need. Or
some of you might want to produce a CD-ROM for your company, or write some
“real” software, and you cringe at how much this could cost you.

Why not get a quotation from him? You can get in touch with Vivek by sending an
email to web@.... He's responsive, talented and honest. He gets my
highest recommendation. I really don't think you can do better than this.

Sincerely,

Perry

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