I thought, dear reader, I’d make an exception and
show you the type of mentoring stuff members
eagerly await each month.

Here it is.

Now, more than ever before, it’s important to view
the “news” with extreme skepticism.

Why?

It’s easier than ever to be pessimistic today.

This is not healthy for the entrepreneur.

If we listen to the “noise” in the mass media,
newspapers, TV, magazines, etc, we quickly
conclude the economic system is about to crash.
And the world will soon end.

Of course, the reality of which we must be aware is
this. Newspapers are trying to build their circulation
by basically scaring the bejesus out of their readers.

Whether the reporters really believe what they write
is another question. But their editors are ordering
them to promulgate fear.

But fear is dangerous. It’s contagious. And when
you become scared and frozen with fear it certainly
does not help you or the situation in any way.

The brightest part of the present story is rarely
covered by the media.

Terrific record-breaking sales are happening right
now on the web.

Internet sales in the U.S. during Thanksgiving,
including Black Friday, were 846 million dollars!
This was a 15% increase over last year and set a
new record. This should gladden the heart of
everyone, including internet marketers!

Am I saying everything is rosy? Of course not. And
I feel very badly about those millions of individuals
who have or will lose their jobs. Their income will
be lowered and eventually stop. Their houses in
many cases will be foreclosed. Reality can be harsh
on those poor souls. Especially anyone without a
viable Plan B.

I feel a special concern for those who have made a
huge but common error. Namely, they put all their
trust in some corporation that is now going out of
business.

Many homeowners bought a house they clearly
could not afford even while employed.

Home buyers allowed their desire for a large house
overcome their common sense.

They knew in their heart there was no way to keep
up the payments, especially at the slightest increase
in interest rates.

Clearly, you - I - everyone becomes what we think
about all day long. Long before the reality happens
due to our thinking, we manifest in our life every
material thing. This includes our level of wealth and
business successes.

Indeed, your present level of wealth today reflects
exactly what you’ve thought about throughout your
life.

No more. No less.

Let’s look at the current reality as it applies to you
the entrepreneur.

In every recession it’s unavoidable that some will
falter.

But there is always that small percentage, at least
3%, who survive and prosper as never before.

Plus, there are numerous businesses that will be
more successful as a result of the recession.

I call this unique type of person who defies the odds
and succeeds under all economic conditions the
CONTRARIAN ENTREPRENEUR. Hence the
name of my publication.

The Contrarian Entrepreneur thinks differently.
He/she tends to do the unexpected. And often the
exact opposite of what “conventional” business
people do.

I’ve succeeded in my own life due primarily to my
contrarian approach.

My goal is to help you think and solve problems in
unique ways.

I’ll work to help you find special contrarian
opportunities even when others only see despair and
hopelessness.

I believe the biggest future successes in business
will be achieved by the Contrarian.

Let’s not forget this. Every recession in U.S. history
to date is a temporary condition. And cyclical.

This recession will definitely not last forever. There
are bright lights at the end of the tunnel.

I’ve noticed during my lifetime a recession occurs
about once every 20 years.

Interestingly, I as well as my clients have always
done far better during recessions than in “normal”
times.

A few immediate tips:

(1)  Don’t stop marketing, whatever you do.

Many businesses cut back on their marketing
activities during a recession. This is a huge mistake.
Marketing is an investment. Not an expense. You
must maintain a continual flow of new customers
with effective marketing or your business is
doomed.

(2)  With more aggressive marketing you’ll
increase your market share.

Be aware that it’s easier for your marketing and
advertising to stand out more during a recessionary
environment wherein many people cut back.

(3)  Redesign your product.

You can usually build in special features and
benefits that in some way helps your customer
better cope with the economic environment.

Remember this. Thrift is the new normal.

Consumers are looking for new ways to cope with
present economic conditions. Consumers are
craving value.

A simple example of businesses that are booming
today are secondhand stores.

As people, including the affluent, are looking for
way to cut costs they are scooping up bargain
clothes, toys and furniture once owned by someone
else.

Great new descriptions for pre-owned products are
being used like “Gently Used,” “Previously
Owned,” “Pre-Owned,” “Like New”.

Of course, today’s most ideal business is
Information Publishing.

Why?

You can tailor make your information!

You can always create new products that
specifically help your customers better cope with
tough times.

(4)  Bring in or create  new products. Again,
help your customers cope with today’s tough times.

For example, my companies, Nicholas Direct Inc.,
and Media Consulting, are now providing amazing
licensing opportunities. These include reprint rights
(non-exclusive) for two new books.

Both new products provide what every business
desperately needs today. More customers! The titles
are WINNING UNLIMITED NEW CUSTOMERS
and HOW TO TRIPLE SALES TO EXISTING
CUSTOMERS.

(5)  Internationalize your marketing.

Market more aggressively to other countries.

Numerous places in the world have not been
affected by tough times.

For example, we are finding that the current rate of
response to our offers in English speaking countries
including the U.K., Australia, New Zealand, Hong
Kong and Singapore is spectacular.

(6)  Carefully acknowledge (with sensitivity) the
recession in your copy.

But don’t exaggerate the doom and gloom which
only can make it worse.

Remember, it doesn’t help anyone to keep repeating
the bad news. Indeed, everyone needs to hear the
positive side as well.

(7)  Work on better developing the all-important
“voice” you use in your copy.

Let out the real you!

Your copy must be much more individualized;
warmer, friendlier, more caring, more emotional
(for exactly how to accomplish this, see my recent
Success Margin article.)

(8)  Review and change your operating policies
as follows:

*  Outsource more tasks.

Put more responsibility on independent contractors
who are working on a percentage of sales or profit

*  Offer more bargain prices for your product

*  Consider extended payment terms

*  Strengthen guarantees

(9)  Possibly shut down you business completely
and do something else.

If your business is not profitable and you are
convinced you’ve tried everything reasonable to
make it successful, one good option can be to close
it down.

Staying with a dying business beyond a certain
point is not a virtue. It can be foolhardy. You are
really not helping anyone.

You can then free up your talents to be used in
something more suitable for yourself.

(10)  Reorganize.

If your business is deep in debt and hindered with
financial obligations, you have a unique opportunity
to restructure.

While people are fearful of the ‘B’ word, a Chapter
11 bankruptcy filing in the U.S. is often the best
way to handle it (there are similar systems in nearly
every country).

If the fundamental business is viable and should be
continued you can arrange a settlement with your
creditors. This enables you to get rid of leases and
other obligations that are hurting you.

If the business is not really viable it may be best for
everyone to liquidate.

Even top wealthy businesspeople such as Donald
Trump are using the Chapter 11 reorganization
strategy right now. Not individually but in their
corporations.

Remember, your employees, suppliers and creditors
are better off continuing to work with your
trimmed-down organization than seeing you go
completely out of business.

(11)  Put the Law of Reciprocity to work for you.
How? One way is simply this. Share your best
recession coping strategies right here in these pages.
I’ll then share the best of them with our private
members. You’ll feel better. Everybody wins.

(12)  Put your finances in order. Be responsible.
Be more frugal. Build your skills.

(13)  Reconsider starting a part-time business of
your own. Right now could be the best time ever to
start that business you perhaps have been putting
off.

One advantage by starting now is this. You
certainly will be able to stand out more easily and
get attention and publicity for your business as
others cut back.

Don’t forget the positives you gain from times like
these. What is tough in life challenges us! And
makes us stronger. Plus, it builds character.

If you happen to live in a first-world country, what
an incredible blessing this accident of birth is for
you - all of us who are so lucky.

Don’t ever forget the real truth of life.

Every day is a gift.

Tomorrow is not promised to any of us.

We’ll survive these times. The human race will
survive. And so will you and I.

A reader commented recently “You can’t be
positive 100% of the time. What do you do Ted
when you get down?”

Here is my answer:

“When I feel even slightly blue I find something for
which to be grateful. I have so much to draw from.
Aspects of my health, loved ones, friends, career,
fantastic clients.

I find it’s almost impossible to feel down when
feeling gratitude.

It’s especially important to count your blessings in
the morning. It sets the emotional tone for the entire
day.”

Another great morale booster is to do something for
someone else. No matter how bad things may be for
you, there is always someone worse off than you.
Again, the Law of Reciprocity is one of the world’s
most powerful forces. Learn to put it on your side.

Persist. Never give up. Keep on keeping on.

** Want to be the envy of your friends
and family? **

The best way I know is to become one of this year’s
millionaire entrepreneurs.

The experts agree. In today’s tough times there will
still be more new millionaires in 2009 than in any
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I’ll show you how to start from scratch and succeed in
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The best home-study course in the world that communicates
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It’s called:

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Presented in a live seminar over 3 jam-packed days,
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You’ll discover how to start a business of your
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You’ll learn which form of business to choose and
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You’ll also learn valuable secrets about marketing
cost effectively on the internet and offline as well.

The Millionaire Entrepreneur Home-Study course
will also help you overcome the two fears blocking
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Attendees at the live seminar where it was recorded
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Normally $777 when offered on our website. You
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The program is complete and leaves nothing out. It
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We have just 97 copies in inventory. Once they are
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Plus, we’ll include a free bonus copy of my best
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Your correspondent,

Ted Nicholas

* * * * * * * * * * * * * * * * * * * * * * * * * * * *
This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/