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Dale Rolland, Mail Order Dealer of Nottingham
recently reported on the scam for the "Fail
Safe Mail Order Plan" in his "Mail Order
Dealer's Digest" newsletter. This is that
deal where a newcomer is instructed to run a
classified ad selling a book for œ19.95. The
scam artist tells the newcomer the exact
words to use for the ad and where to run the
ad. But, as with all scams, the poor newcomer
gets burned to a crisp on this one too.

What happens is that the scam artist sells
the SAME list of publications to everybody.
All the same people get the same names so all
everybody ends up advertising in the SAME
publication. The scam artists don't care if
150 people advertise the same book in the
same publication because they made their
money off the sell of the information -not
the commissions from the sales of the book.

But this is one of those Legitimate Scams
I've talked about before. Let's break it down
for crystal-clear understanding. This way you
may be able to recognize a similar scam in the
future and know why it is to your financial
advantage to help a newcomer and end up with
riches beyond your wildest dreams:

The Scam Begins

Okay. The scam artists initially run ads in
magazines that newcomers tend to read the
most (like Entrepreneur, Income Opportunities,

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an employer. They'll feel good about
themselves and their abilities.)

(3) In turn - because these newcomers have
made a little money, they will tell others
about it and bring new business to you. So
not only do you benefit from word-of-mouth
advertising by the dealers themselves, but
from the newcomers too. That means lots of
saved money in advertising costs!

(4) And if you continue to provide support
services so that some of these newcomers
actually do make a living from mail order,
they will remember you for the rest of their
life. In fact, they'll stick to you like glue
and be obligated to you because YOU showed
them a way to obtain the life they only
dreamed of.

And when you reach this point, you won't be
a scam artist anymore. You'll be rich
financially and mentally!

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etc.).the ad says something similar to:
"Make œ1,000's with classified ads. Free
information." Almost nybody would be
intrigued by an ad like this. The
information is normally free or low-cost and
this generates hundreds of thousands of
responses - including people who only send
away for something free with never the
intent to buy! Besides the scam artist wants
to find people who are desperate - people
who will do just about anything to make
money. Scam artists ALWAYS entice you by
centering their entire program
around money (the root of all evil.)


When people respond to this classified ad,
they receive a professionally- designed
information package back in the mail. This
package is designed by marketing
professionals for a pushy and hard-nosed
sale. They get the newcomer excited. They
tell them that they can now pay for the
child's education, buy a new car, pay off
old bills, take exotic vacations, and a
number of other things that appeals to the
average guy or gal on the street.


While visions of sugarplums are dancing in
their heads, they are busy filling out the
order form and enclosing with their check
for œ19.95, or whatever.


The mailings are timed precisely to arrive
at the proper emotional time for the average
person to react. (Believe me, there are
people that make it their business to study
the reactions of human emotions in various
situations in order to base a general

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hypothesis. They then report or sell this
information to marketing professionals who
base their entire marketing concept upon
these findings.)

After the newcomer has sent in his or her
œ19.95, the scam artist is done with them.
They wipe their hands of this beginner, label
them as a "sucker" and move on to another
fish in the sea. It's pitiful what money-
making profits these nuts are actually
passing up by continuing with this warped way
of thinking. They may be making œ100,000 per
week, but without working any harder (even
less), they could be making œ250,000 per week
or even 1 million a week. How? By simply
being honest!

Remember, there are no set rules to follow
that will guarantee you a million œ by
running a few ads. Mail order is not a world
of opening your mail, taking money to the
bank and taking exotic vacations. Believe me
- I've been in the mail order business for 7
years and I haven't been able to buy a yacht
and take a Caribbean cruise yet with servants
falling over themselves to appease me. Wake up!
This is the real world folks!

Before we discuss how the scam artist could
make a lot more money by being honest helping
the newcomer - rather than ripping him/her
off and moving on; let's look at the other
side of the fence. What is going on with the
newcomer during all this?

The newcomer has been hyped up to believe
he/she is going to finally be able to buy a

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reasonable cost. Cover all the different
methods of advertising this œ19.95
information package and encourage them to
develop other products to add to their line.
You know as well as I do that nobody makes
any steady money selling only one item in
mail order. It takes a lot of different
items to appeal to a wide variety of tastes.


Explain to the newcomer about mailing lists
and how to run inquiry ads to generate their
base in-house list. Provide names and
addresses of legitimate people who provide
this service and refer them to these
dealers. The Profit Potential of Being
Honest:


Look at the PROFIT potential of this new
scenario. If you can't see it, let me point
it out for you:


(1) Any mail order dealer you have
recommended to these newcomers normally will
refer business to you also because they are
appreciative of the new business you are
sending to them. (It's no money out of your
pocket to refer them because you don't deal
in the products and services anyway.)


(2) The newcomer who really is serious will
actually make some money and they'll feel
happy about it. (Even if someone just gets a
œ2 commission inthe mail, it's a thrilling
experience for the newcomer! It's not the
amount of money that does the trick - it's
the knowledge that they actually generated
some cash on their own, without the aide of

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products and they were already on the
computer, I simply placed the member's name
and address on the ads and began sending them
to adsheet and tabloid publishers.

It not only benefits my members, but builds
the program as well as my company. It's a
win/win situation for everyone all the way
around. The members are thankful that I am
supporting them by trying to help them and
will generate a more positive interest in
working the program themselves (thereby
creating more advertising and exposure). It
also promotes honesty since members know that
we are in no way trying to "cheat" them by
"hogging" all the commission monies.

Another idea: If you sell mailing lists,
don't "hog" all the good names for yourself
and give your members all the bad ones. This
DOESN'T give you more money, it only cheapens
your operation. If a member of any program
does not make some money - they will drop out
- plain and simple! If you work for your
people and keep their interests in mind your
business income will skyrocket!

Also, provide the newcomer with a list of
100's of small, medium and large mail order
publications to choose from. Encourage them
to write the publisher and request a sample
publication before sinking money into
advertising. Explain to them about
camera-ready ads and provide them with names
and addresses of mail order typesetters. Tell
them how print and mail works and give them
names and addresses of reliable businesses
that can do this work for them at a

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new car, send the kid's to college and make
lots and lots of cash. During the period of
time they are waiting for their œ19.95
package to arrive, they are busy spending
this money in their heads. They emotionally
begin to develop hope in their future. They
look around for ways to convince themselves
that what they are feeling is genuine. Some
may even brag to their friends that they
finally are going to make money like the big
boys by running classified ads for pennies
and getting their mailbox stuffed with
orders.


They have been primed by the media that you
can place a simple little ad and make
œ1,000's of pounds literally overnight. The
television infomercials run stuff like this
all the time. Stay up late one Friday night
and you'll see what I mean. This is hard
selling at it's finest!


About 10-15 days later, after the newcomer
has built up all this false hope inside,
their package arrives. It is professional
looking and explains to them, step-by-step
how to make this fantastic and quick money.
Still believing this information is the
"real" thing, they will follow the
instructions given by the scam artist. Not
until AFTER they pay money to run these ads
do they find out about the scam - and this
could take 2 or 3 months in some
publications!


Most newcomers will be so embarrassed and
hurt that they have been "taken" that they
will sink into depression and believe the

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entire mail order industry is a complete scam.
Just think - they have told all their friends
about this. They have been excited about all
this for 2 months now and the promise of hope
built up inside during that period of time is
so high, they are totally devastated when
they learn they've "been had." It's a pitiful
and cruel joke played by the scam artist!

Most of these newcomers are so embarrassed
that they never demand their money back from
the scam artist. Besides, the scam artist DID
provide them with a product and a way to make
money. The scam artist did NOT lie. The
newcomer feels they were "dumb enough" to
fall for this scam and will blame themselves
rather than fight for their money back. The
result? The newcomer goes back to working the
9-to-5 routine and we lose another hard
working, honest and trustworthy person that
would be an asset to our industry.

How the Scam Artist Could Have Made More
Money by Operating Honestly Now let's examine
how this entire scenario could have been
turned around to benefit EVERYONE - including
the scam artist:

Instead of the scam artist concentrating only
on the initial order, if they took the time
to really help the newcomer make a few œ's
they could cut their advertising budget by
75% or more. Why? Because the people that
succeeded in making their money back would
advertise their services by word-of-mouth and
they would be bombarded with more orders than
they are getting now.

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To alter this program for the scam artist to
bring him/her more money is easy and simple.
Just provide the newcomer with instructions
that tell the truth. Instead of giving them
a word-for-word advertisement to run,
encourage them to write their own - only u
sing yours as an "example."


Explain the reason "why" they should develop
their own ads properly and how to code them.
Give them a list of a wide variety of
publications to advertise in. The publishers
as well as the program participant will
thank you with more repeat business than you
know what to do with.


And why don't more people take this simple
approach? Probably because they are happy
with the money they are making and feel
being honest will cause them to make less
money. Nothing could be further from the
truth!


NOW it's time to motivate those people and
get them producing an income for themselves
and YOU!


One simple way I recently found to motivate
our members is by running ads for them free
of charge. The solution occurred because it
had come to a point that I no longer could
advertise a lot of my own products since I
couldn't place myself in direct competition
with people in my own programs.


Since I had designed the ads to sell these