Money For Your Business - Up To $750,000

Roughly 98 percent of the companies in the United States qualify as small businesses - and most of these businesses are eligible for U.S. Small Business Administration loans up to $750,000, available to build their operations. To these businesses, the SBA guarantees of 90 percent on lenders loans up to $155,000 and guarantees of 85 percent on larger loans. The SBA even makes direct loans to eligible individuals and companies.

As with any business loan, the SBA and its associated lenders look at the applicant's personal credit history, the business financial profile and management experience, and the growth trends in the applicant's industry. Among SBA objectives are greater support for women and minorities in business, aid to rural small business development, and urban business and job creation programs. The 7 (a) loan guarantee program is the SBA's standard program. It aids small businesses needing funds to buy fixed assets or for working capital.

In the 8 (a) program, the SBA acts as prime contractor, contracting with other federal agencies to negotiate subcontracts with small businesses owned by socially or economically disadvantaged individuals. In 1987, 370,000 companies in the U.S. were owned by Asians, American Indians and other minorities. The SBA made over 1600 loans totaling over $400 million to these companies. There were more than 420,000 Black-owned business in the U.S. in 1987, up almost 40 % from 1982. The SBA made more than 500 loans and over 1600 8 (a) contracts totaling over $1.4 billion Black-owned companies in 1990.

Over 420,000 businesses were Hispanic-owned in 1987, up more than 80% since 1982. A number of these firms took part in SBA programs. Disabled and Vietnam-era veterans who cannot secure business financing on reasonable terms from other sources can go to the SBA. Veterans can use these loans to start a small business, or to build an existing business. Small companies in the field of energy conservation can find financial support in the SBA's Small Business Solar Energy and Conservation Loan Program. Loans are available to a broad range of companies seeking ways to cut use of U.S. energy resources.

The SBA's Small Loan program encourages SBA-guaranteed loans of $50,000 or less. Applicants should ask for the SBA Form 4 short form to apply for the small loans. The recent microloan program offering loans of $200 to $15,000 makes SBA funding available to even tiny businesses.
The SBA HAL-1 and HAL-2 programs help handicapped individuals and non=profit workshops to establish, purchase or run a small businesses The SBA's Certified Development Company (CDC) loan program offers credit for small and medium sized businesses that fall between the cracks of programs covered by traditional lenders. And the Export Revolving Line of Credit program helps small exporters to obtain an SBA guarantee on a loan or line of credit. The SBA operates an information desk from 9 a.m. to 5 p.m. EST.
Monday through Friday. Call 1-800-827-5722 (1-800-U-ASK SBA)

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The word "Press Release" seems to scare most people to death. On top of that not many people take the time to even think of writing their own Press Release. We hope this brief article will help clear up some of the mystery's surrounding this simple form of marketing. The first thing you have to remember is that a Press Release is a "news" item. It needs to "inform" people, NOT sell them something. For example, you are reading this report because you want to learn something that will BENEFIT YOU.

You aren't reading it just so you can buy something else. If money is the deriving force in your business _ you won't go too far. Your main goals should be in pleasing customers, providing them with a high- quality product and more than their money's worth. The trick is to do all this while still making money. People don't care what mountains you had to climb, what seas you had to cross or what tribe of people you had to learn the ways of just to find a secret formula. Instead _ they want to know WHAT the secret formula is.

The sales circulars you print and mail sell your product. A Press Release informs others about your product. Instead of your main objective being to sell the product and have the customer send in an order immediately, a Press Release informs the customer exactly how your product will benefit their lives. This must be conveyed in the form of a "newsworthy" Press Release. If you have a sales circular to sell a product, you can easily turn it into a Press Release without much difficulty. It's just a new marketing angle of presenting your product to the public.

The following is an example of a typical Press Release for our publishing services: So many people are entering the mail order market these days, but so many of them are getting ripped-off by a bunch of hype. People are promised untold riches in a short period of time. The hype ads play with their emotions by making them believe it's so easy to make money through the mail. It's sad.

However, a new book has just been released to help solve these problems for the average person. For the first time in history _ a REAL directory has been compiled listing the ACTUAL name and addresses of 179 honest and trustworthy mail order folks. People can write DIRECTLY to these people and receive FREE information to get them started in their own business now! It's unbelievable. Without trying to sell you anything else, you can get this book for only $4.95 _ a price anyone can afford. Meet the real mail order dealers who care about their products and wants to help you get started doing what they are doing.

Only available from Graphico Publishing, PO Box 488, Bluff City TN 37618. As you can see, this is a short but sweet Press Release _ however, you should be able to see the "newsworthiness" in it. It's main focus is on the fact that most people get ripped-off when they start their first mail order business. The solution to this problem is a new directory that is available for the first time in history. The sell is slowly led into because the reader will naturally want to get their hands on this one. It doesn't ask for money it only tells the reader how to get a copy if they want one.

Here's a great test for a real press release. Since your final sales pitch is included in the last paragraph _ read the Press Release aloud. Would it still be worth reading WITHOUT your sales pitch? If so, it's probably a Press Release. Press Releases come in many forms due to the product you are writing about. However, the basic rule of thumb still applies. If you've never wrote one before _ it may be a little difficult. Don't despair. Grab the latest daily newspaper and read some of their informational articles. Notice how each article is written and pattern yours after the same format. After you do a few of them _ you'll be able to "get the picture."

When your Press Release is written to your satisfaction, the proper way to submit it to a publisher is: Be sure and type it on a typewriter or computer. Standard format is double-spaced and not longer than two 8 1/2x11 pages. Be sure and put your name, address and page number at the top of each page. Write the note: "For Immediate Release." at the top. If you are only sending the press release to one publication _ tell them it's a "first run."

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With the high prices of placing ads today, why not save money? There's no special secret to writing and placing advertisements in magazines, tabloids and newspapers. And why not claim the discount given to advertising agencies? If you handle your own advertising correspondence, work with layout artists and write your own ads, it's well worth your while to set up your own in-house ad agency and save a ton of money.

Even if you don't create your own ads, you can profit from setting up your own agency and placing the ads that bring sales directly to you. If you have somethings to sell - especially by mail order - advertising is they way to make that product reach people. Although advertising agencies produce excellent ads of all types and sizes with every demographic appeal, they also charge for it. That's why they're ready to claim the fifteen percent discount usually granted for placing ads.

You can learn how to create and design your own ads - with no background in copywriting or art. And, you can set up your own ad agency to place these ads where THEY'LL MAKE MONEY FOR YOU. Do you have a product that you're ready to sell? Now's the time to find out the best angles to use and the tricks of the trade to putting money in your pocket.

Do you have a mail order business? Maybe you sell clothing, camping supplies, or information through ads to the mail order trade. Perhaps you've run classified ads for years and are ready to branck out into larger display ads. Not only small home businesses, but larger mail order companies and hundreds of major advertisers everywhere set up their own in-house agencies to produce and place ads. Even magazines create in-house departments under another name to get the agency discount.

What might set advertising agencies apart from homemade operations is the appearance of the letterhead and the ad form. They must look sharp and professional.
Start with a name for the ad agency you want to establish. It can be anything, but must be different from the name of the company that will be using the space. Then register the name with the county clerk. Check first to be sure you're not using a company name already in business.

Desiging letterhead is easier than you think. You don't have to create an elaborate or clever logo - the initials of the company will do. You can choose the mark - the special type style - at a printers, or use one of dozens of press-on letter styles available at art supply stores. Using photo offset, an instant printer can run off a thousand sheets at a very low price. If you go to a printer, check and compare the total printing costs. Typesetting can be expensive and there's a minimum charge. You may want to wait to get all your typesetting and printing done at the same time - letterhead, ad form, ad copy and any sales literature you may be preparing. Investigate ways to get by with the lease expense.

Establishing your own ad agency is so easy that the most important part is the form you send in when you place ads. Although there are no federal restrictions for in-house ad agencies, some publications may quibble. If your form looks as good as the rest, you'll have no problems.
The following page is a representation of a sample ad order form. Just copy this form and have your company design or logo printed on top. You can choose a color paper to have the forms run off on - they'll be more noticeable. Then all you do is send in a copy of the ocmpleted form with your check and final artwork for your ad - and claim a big discount for being your own agency.


To the publisher of: __________________________________________________
Order number: ___________________ Date: ____________________________

Please publish advertising of:
For (product):Space to be ordered within one year from ______ through ____________

Space ____________________________________________ Times ___________
Dates of Insertion:

Position ______________________________ Copy ________________________

Rate Less agency commission _______________________________ on gross
Less cash discount ____________________________________________ on net

Mail all invoices to:
Accepted for publishing on

The following will describe what the various terms on the insertion order form mean and how to fill them in. Space indicates what type of space you are buying: classified or display. If you want display space, indicate the size. Fill in the number of times you want the ad to be repeated. It will run in the number of consecutive issues you indicate. Then fill in the actual dates of insertion for the ad.

The position of the ad can be an important factor in selling. Although you rarely can be guaranteed a certain position in the publication, ask for it anyway. You'll probably get at least the nest best position. If you are running a short ad that will be printed by the publication, you can type out the copy in the instructions space at the bottom. The key designates the address code you'll use to analyze responses.

For example, you can use a letter to indicate the name of the publication, and a number for the month of issue. Insert this key in the address, perhaps as a department division or suite number. When you get inquiries or orders with that key, you'll know which ad pulled the response.

Every publication that solicits advertising has a rate card. This card is available from the advertising coordinator, who is the contact for the publication and can be very helpful in assisting you. The best way to get a rate card is to write for one or call if the publication is in your city. The rate card has the general information you'll need for placing your ad. It should indicate the total circulation with a breakdown of subscriptions and newsstand buyers. Keep in mind that most publications have two to three readers for every one purchase.

The advertising rates may be broken down a number of ways, depending on how the publication sells space. Display rates may be sold by the column-inch or lines. Or, they may be broken up into fractions such as a half-page or quarter-page. Some publications have a minimum size space ad, so keep this in mind when designing the ads for certain publications. The rate card will tell you the amoung of discount you are entitled to as an ad agency. It will also give you the deadlines for placing the ads for the next issue and the issuance date, the actual day the magazine comes off press and goes to the newsstands and to subscribers.

If you have any questions concerning the type of space you need or the actual rate, just ask the advertising coordinator.

As an advertising agency, you are entitles to a fifteen percent discount on the ad space, unless the publication grants only lower discounts. The easiest way to subtract a 15% discount is to multiply the rte charge by .85. Immediately, you have the exact figure for placing the ad.

Many publications realize that the mail order businesses don't operate with a high capital for placing ads. Because of this, they offer a fifteen percent discount for mail order display ads. To compute the fee for two discounts - fifteen percent for mpute the fee for two discounts - fifteen percent for mail order and fifteen percent for the agency discount, simply multiply the total rate charge by .70. This will give you the fee.

Whether you are an ad agency or not, you are entitled to take a two percent discount for sending your check with the order. Most publications offer this discount to discourage billing and encourage cash sales. To figure out the two percent cash discount, Multiply the total rate charge by .98 - after you have already taken the other appropriate discounts. That will give you the total you will pay for placing your ad.

The rule of thumb for placing ads, especially for mail order, is to look through the publications catering to the same product you are selling, and do the same. Although advertisers are always looking for new and innovative ways to sell products, they usually stick with the proven ways of selling. What are you selling? Where are the logical places these products are sold? Go there and place your ads where people will look for your products.

There is no reason you can't hit a successful ad campaign the first time, but more often, you'll find it necessary to spend some time testing different ads, different display sizes, and even different lead products. Testing is the name of the game, and if you're careful, you don't have to go for broke, but can build a sound winner. A number of significant successful companies have made a fortune from advertising an appealing product and delivering a good deal. There is no reason why you can't too.

There are two types of advertising space in a publication - display space and classified ads. How you use ad space is entirely up to the type of appeal that will sell the product best, and the financial budget you are working with. Don't shortchange classifieds. A small, well-written classified ad can bring hundreds of responses on a continual basis.

Often, classifieds are used in a two-step approach of first placing an ad that has no price mentioned and soliciting the reader's response for free information. Then it is followed up with a sales letter or brochure - some kind of sales literature - that gives the pitch for the product. Classifieds are the least expensive ad to place. People who run mail order businesses find them to be the best dollar-for-dollar investment in advertising. Look at the classifieds section of the publications you are planning to place ads in. If your product could be sold with a classified ad, you should start there.

If you have actual products to sell, display ads are your better bet. You'll probably need an illustration to show the product - something to catch the eye. You can also include a line or two about sending for a catalog if that item doesn't appeal enough, but has captured interest.


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Almost everyone needs or wants more money than they currently have, and with this desire most of these people would like to start some sort of extra income producing project. The trouble is, not many of these people seem able to fit "a second job" into their time schedules. It's true that people are very busy, but extra time for some sort of home-based extra income producing project can almost always be found. It may mean giving up or changing a few of your favorite past-times, such as having a couple of beers with the guys or watching TV - but if you score big with your extra income project, you will have all the time you've ever wanted for doing whatever you want to do.

The first thing to do is to sit down with pencil and paper, and list your daily schedule. What time do you wake up - then step-by-step, list everything you do each day. Most people will find that they have about 3-hours each day that can be utilized in a more constructive or efficient manner. As we've already noted, you may have to give up the time you waste in your local pub or a few of the television programs you watch, but it should be worth it in the long run.

Efficient time management boils down to planning what you're going to do, and then doing it without back-tracking. Start by making a list of the things you want to do tomorrow, each evening before you jump into bed. Schedule your trips to the store or wherever to coincide with other things you have to do, and with your trips to or from work. Organize your trips to take care of as many things as possible while you're out of the house. Take stock of the time you spend standing around shooting the breeze - especially the time you spend on the telephone - and eliminate all that isn't necessary.

Whatever chores you have to do at home, set aside a specific time to do them, and a specific amount of time to devote to them. For instance, just one hour a day on yard work would probably make your property the envy of all your neighbors. Don't try to do a week's work in one big flurry. Whether it's painting your house, fixing leaky faucets, or mowing your lawn and trimming your shrubs, do a little bit or one particular job each day and you'll be amazed at your progress.

Take care of all your mail the day you receive it. Don't let those bills and letters pile up on you. If you're unable to pay a bill immediately, file it in a special place that's visible and note on the envelope the date you intend to pay it. Answer your letters the same day you get them. The important thing is to think of your time as your most valuable asset - it is - so organize what you have to do, and what you want to do. From there, it's just a matter of arranging your priorities.

Once you start listing and planning what you want to do, and them carry out your plans, you'll find plenty of "extra time" for handling virtually any kind of home-based income-producing project. People in general may not like routines or schedules, but without some sort of plan relative to what is supposed to be done, the world would be lost in mass confusion. Laws, ordinances, and regulations are for the purpose of guiding people - we live according to an accepted plan or way of life, and the better we can organize ourselves - what we have to do, want to do, and end up doing - the more productive and happy we become.

The secret of all financially successful people is simply that they are organized and do not waste time. Think about it - review your own activities - and them see if you can't find a couple of extra hours in each day for more constructive accomplishments. When you begin planning, and then when you actually become involved in an extra-income-producing endeavor, you should work it exactly as you've organized your regular day-to-day activities - on a time-efficient basis. Do what has to be done immediately - don't try to get done in an hour something that's going to take a week. Plan it out on paper what you have to do, what you want to do, and when you're going to do it - then get right on each project without procrastination.

Finally, and above all else, when you're organizing your time and your business, be sure to set aside time for relaxation. Be sure to schedule time when you and your spouse can be together. You must not involve yourself in anything to the extent that you exclude other people - particularly your loved one - from your life. Taking stock of the time you waste each day, and then reorganizing your activities is what it's all about. It's a matter of becoming time-efficient in everything you do. It's really easy to do, and you'll not only accomplish a lot more, you'll become a happier person.

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Bookkeeping Techniques For "Morons"

Please don't think I am calling you a "moron" to hurt your feelings in any way. I was a moron when I first started setting up my files. I hated accounting in school and am the type that would much rather add 2+2 on a calculator than in my head -- but you have to do it. You have to force
yourself to do it NOW -- right at the beginning! Many of a business has collapsed simply because they lacked organization in their basic accounting business practices. Don't be one of them!

As a small mail order business you don't have to really do much in the beginning. Here is how to set up your files from ground zero:
1. Take out a hanging file folder and a label of any kind. (Hanging folders and labels for them can be purchased at K-Mart, Wal-Mart and any office supply store.)
2. Type or hand print "Receipts" on the label and place it on the hanging folder.
3. Now, place 5 MANILA file folders inside the hanging file folder (which you labeled "Receipts") and label each of the manila file folders with the following headings:
a. Advertising
b. Postage
c. Office Supplies
d. Utilities and Rent for the Office
e. Miscellaneous

You now have one large hanging file folder with 5 separate manila file folders inside it. Carefully place your hanging file folder in your metal file cabinet or cardboard banker's box. (A banker's box can be purchased at any office supply store also and normally cost around $4.) Now, wasn't that easy? Some of you reading this will think that I am attempting to insult your intelligence. This is NOT my intention. This report is broken down in a simple, step-by-step way so everybody can understand it -- regardless of their previous knowledge and experience.

Remember, some people have never worked in an office their entire life. What seems simple and accepted to some of us, may be something another person would never have known. Okay, let's go back to where we were. You now have one master file completed and we're ready to make another just like it. This time we'll name the hanging file folder "Income" and label 3 manila folders inside it with the following headings:
a. Completed and Shipped Orders
b. Inquiries and Correspondence
c. Open Orders Still Pending

See how easy? From now on, you simply make another folder as the need arrives and you're files will always be easy to maintain. (Once you get this concept down pat -- you can easily think about getting a computer. A computer organizes its information in the SAME manner. Believe me -- this same system works! You'll be amazed at how many mistakes it will help you prevent.)
Yes -- bookkeeping is a very simple process. All you have to do is keep the system going. For instance, every order that I process, I completely finish before moving on to the next order. Example:
1. Mail is received and opened. As each piece is opened it is placed into individual piles. Orders with pre-payment are placed in one pile, information and daily correspondence in another, and so forth.
2. Each order that has been pre-paid for is processed first -- with each one being processed individually to completion. (That means it is in an envelope, a label typed out and the completed order is ready to be mailed at the post office.)
3. During the process, the "date," "amount of check or payment" and "product ordered" is recorded on the outside of the envelope -- making sure the customer's full name, address and telephone number (if available) is on the envelope too.
4. Just before closing up the office for the evening, the envelopes are then keyed into the database on our computer (you can substitute a computer for the hanging files in the beginning.) We record all the information that was written on the envelopes during the processing of the order. (Don't think you will remember "what" the order was. That thinking will open you up to make human errors.)

As your business grows, your understanding and abilities will grow also. At that time you can grow into a more sophisticated means of keeping the books. In the meantime -- keep good records. They are the lifeblood of any business and can eventually make or break you. You'll thank yourself in the long run.

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You Can Be A Professional Engraver In Six Weeks!

Plastics (and some metal) engraving is accomplished with the aid of a pantograph -- a scissors-like device with tracing stylus on one end and a cutting tip on the other. It works something like a Le Roi set. The operator guides the stylus by following or tracing within the grooves of brass "masters" (letters or designs), which causes the other end to cut or scratch the identical design, but not necessarily the same size into material fastened beneath it. By adjusting settings on the pantograph, the operator can make the design the same size, twice as large, or up
to eight times as large as the pattern being traced by the stylus.

Plastic name tags, signs, etc. are made from layered plastic. The core is one color, coating another. When the top layer of blue is cut through, the white core shows -- which results in white letters on a blue background. Different sized cutting blades are used so that large letters have wider strokes and the edge of the name tag is beveled to frame the finished product. There are many combinations of colors; some even have three layers for usual effects. Metal name tags are similar except that the cutting blade does not rotate and the design is actually "scratched" into the surface. Metal tags are considerably more expensive and are probably not worth the extra cost. The metal is usually brass or some other soft material that comes with a plastic coating but still scratches easily.

The vast majority of name tags and engraved signs are on plastic, some of which looks very much like metal, but wear better and are easier to work with. Plastics engraving requires no special talent or extensive training. One only needs to acquire a little dexterity, which can be learned in a few hours and a high school understanding of measurements and ratios. Engraving is a business that grows amazingly fast and has very little competition. With an initial investment of $1,000 - $3,000 in equipment and startup materials, you can learn to operate the
machine, lay out copy and start turning out finished products.

It takes about 30 minutes for the average person to learn how to make a one line name tag, complete with cutting the letters, beveling the tag, and attaching the pin on the back. With a little time ( and a few mistakes of course), you can easily master multiple line layout and some of the other routines. Turning out a name tag only takes a couple of minutes for an experienced engraver, especially when many are made assembly line fashion.

Engraved plastic signs and badges routinely sell for ten to twenty times the cost of the materials because of operator skill, investment in the equipment, and the fact that there is not all that much competition. Used engraving machines (New Hermes are one of the better brands) are sometimes offered in ENGRAVERS JOURNAL for about half retail along with other pertinent equipment and supplies. There are two basic types of engraving machines -- manual and computer. They both turn out good quality work, but the computer is much faster.

The computer engravers run several thousand dollars, but are well worth that to large operations that turn out hundreds of badges and signs per day. Whatever machine you get, make sure it has multi-ratio adjustments. Some of the cheaper and older models will make letters only exactly 2 or 4 times the size of the pattern -- which just won't do. You must be able to adjust the size of the letters at fractions of those ratios, according to the length of the line. A name like Joe Doe, for example, should be in bold letters, while Frederick H Moskovitch must be adjusted down to fit within the width of the name tag.

With the cheaper models, you have little choice and sometimes have no choice but to make these names too big or too small. With an adjustable pantograph, you simply place the cutting blade at the margin of the name tag, and that is the setting All names will "look right." This multiple adjustment is even more critical when you get into logos and larger signs, where 4 times won't fit on the sign and 2 times the size will make the sign look like it has too much wasted space. With the adjustments, you can always have nice margins -- about the width of two letters.

This business is adaptable to wholesale or retail trade -- and there are plenty of places where you can send out work that you can't (yet) do -- large companies that "service the trade, and still leave you room for a modest profit. If, for example, you got an order for 1,000 fire escape signs that you simply could not do in the allotted time, you send the order out to a company that does the work by computer. You would not make as much doing the work yourself, but then you would not be doing the work either. In fact, you would be working on other jobs. Not only that, but your customer dealt with you -- he knows that you can take care of him.

To get a good look at the engraving industry, subscribe to THE ENGRAVERS JOURNAL (418 per year). Read a couple of issues, investigate some of of the advertisements, and notice the different companies that serve the industry -- these can help you get a good well-rouned business started. A special note of possible interest: rubber stamps can be made from engraved designs! Anything you can engrave into phenolics (hard plastics for outside use), you can make into a rubber stamp with a stamp or laminating press. Engrave the design fairly deep; clean and dust with talc ( baby powder is fine), cover with rubber and heat 5-7 minutes at 2-4lbs. pressure. When cured, peel off, trim and glue to a mount. Years ago, vendors would set up shop in heavy traffic areas and make rubber stamps to order in about 10 minutes.

It is easy -- almost unavoidable -- to add profitable sidelines, such as hot stamping, inside signs, rubber stamps and desk accessories to an engraving business once you get started. these require essentially the same skills, very little additional investment, but most importantly, you already have a ready-made market for these added products because it is the same as for your engraving business! Probably the biggest and most expensive headache encountered by engravers (as well as sign and rubber stamp makers) is getting the name or message incorrect. Most "pros" soon discover the value of repeating back, letter by letter, every word of copy that is to go on the product. There are some letters that some of us seem to have more trouble with (like "B" and "D") over the phone -- so if there is any possible doubt, it is a good idea to say "B as in boy or "D as in dog."

On a single name tag the loss is not much, but large orders could be disaster. Also, keep a dictionary handy (within easy reach of the engraving table) and look up any word that could even possibly be incorrect (call the customer if necessary). Last, but certainly not least, keep the order that shows the desired copy in full view during the engraving process -- and check it constantly.

THE ENGRAVERS JOURNAL, Box 318, Brighton, MA 48116, 313/229-5725.
The trade journal of the engraving industry. Subscribe to this as
soon as possible!
A TO Z ENGRAVING, 1150 Brown St.,Wauconda, IL 60650.
312/526-7396. Custom engraving and hot stamping for the trade.
NEW HERMES, INC., 20 Cooper Square, New York, NY 10003.
Manufactures high quality engraving equipment and sells high
quality (and high priced) parts, accessories and supplies. Their
engraving mechanical engraving machines have been industry
AWARD SUPPLY CO.,1212 California Ave.,Arlington, TX 76015,
817/465-7210. dealer in used engraving equipment.
ABILITY PLASTICS, INC.,3254 Laramie Ave.,Chicago, Il 60650,
800/323-2722. Engraving equipment, cutter sharpening, wide
assortment of supplies and materials -- excellent prices.
100128. Wholesale engraving equipment and supplies.
DOVER PUBLICATIONS, INC., 31 East 2nd St.,Mineola, NY 11501.
Discount books, clip art, stencils, etc.
QUILL CORPORATION, 100 Schelter Rd.,Lincolnshire, IL 60917-4700,
312/634-4800. Office supplies.
NEBS, 500 Main St.,Groton, MA 04171, 800/225-6380. Office
IVEY PRINTING, Box 761, Meridan, TX 76665. Write for price list.
SWEDCO, Box 29, Mooresville, NC 28115. 3 line rubber stamps - $3;
business cards - 413 per thousand.
ZPS, Box 581, Libertyville, IL 60048-2556. Business cards (raised
print - $11.50 per K) and letterhead stationery. Will print your
copy ready logo or design, even whole card.
WALTER DRAKE, 4119 Drake Bldg.,Colorado Springs, CO 80940. Short
run business cards, stationery, etc. Good quality, but no choice
of ink or color.

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Successful mail order dealers realise that there are two very distinct groups of publications in which to place advertising for maximum results. The first group includes newspapers and magazines designed to fill the needs, wants and interests of the 'General Public'. These 'National' publications can be found on news stands across the Nation. The second group is what is called 'Trade' publications. This consists of dozens of mail order magazines, ad sheets etc. Contrary to what some publishers of these 'Trades' claim, very few copies ever get into the hands of the General Public. Over 90% of the readers are mail order dealers or those thinking of entering mail order.

Whilst an advert placed in one of the 'Nationals' may bring in astronomical results, the identical advert may fall flat when inserted in a 'Trade' publication. Likewise, an advert that has sensational pulling power in one of the 'Trades', may get little or no response when it appears in a 'National'. As with any other profession, most mail order dealers are interested in what is happening in their own field plus they may also read 'Nationals'. However, the general public reads 'Nationals' but about 99% have very little interest in the 'internal' affairs of mail order. They couldn't care less. This is very important to remember when placing ANY advert.

Readers of mail order publications are interested in two basic needs. Firstly, how they can build up their business and increase profits. Secondly, ways of saving money. Unless what you have to offer falls into either of these two categories, adverts placed in 'Trades' are a waste of money. With so many 'Trades' to choose from, the logical question is,'Where will an advert get the best results?' There is no 100% accurate answer. It is a matter of 'testing'. When selecting a publication to place an advert in for the first time, check the names of the advertisers appearing in each publication. If some of the better known names in mail order are represented, then you can be assured that it is a good publication to try. Most of these veterans know what they are doing and make certain that their advertising budget is wisely spent. So, follow the leaders.

Next, check the amount of 'filer' copy that appears in the publication. If more space is devoted to articles than to advertising, it is very possible that the publication is floundering. Remember, it is the adverts and NOT the articles that support any publication. Lack of adverts means that the publication does not have many advertisers. Lack of advertisers generally signifies that others have tried advertising in the publication and were disappointed with the results. They would then naturally stop advertising. However if you enjoy the articles and find them informative, it is much wiser to pay a small fee for a subscription and forget about advertising in them.

A second warning signal of where NOT to advertise is by the amount of space a publisher devotes to his own offers. Obviously, any publisher would rather fill their publications with adverts of cash-paying customers but if dealers are reluctant to buy space due to poor response from previous adverts, the publisher has no alternative but to fill up the pages with his own offers. Otherwise many of the pages would be blank.

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Do you still believe in magic? Do you think you can pay $24.95 for a mail order program and make $5,000 within 30 days? Do you think you can open a business today and quit your job in 2 weeks? Do you think you can advertise a 1" ad to 1,000 and expect 800 orders? It's sad that our push-button, do-everything-for-you-society has taken away our ability to climb to the top of the hill. Those of us who do have the stamina have to try twice as hard to "prove" we are not those other types of people.

Let's all stop pretending we're in business and start learning how to make it grow into a thriving, honest and reputable company. It is sometimes hard to be completely honest in everything we do. We could tell a "little white lie" and get that $120 bucks we so desperately need right now. Oh, what we have to give up to be honest. I never lived in the 1800's but I have studied their life-styles quiet extensively. Back then _ people were not afraid of hard work. In fact, it never entered their minds to be lazy. If someone in the community was lazy, they were considered abnormal and were given a bad name. Even as late as the 1940's, a man that didn't work to support his family was considered to be piece of "trash."

But in the 1990's it seems that the man who doesn't work, lives on welfare and sponges off his wife who works two jobs to make ends meet is considered "cool." The State agencies spent millions of dollars trying to motive him to go out and find a job and work like he is supposed to. Employers sometimes contribute to the madness also. Since hard working people are considered "strange" and "indifferent" in today's society, an employer will take a hard worker and pile all the work on them that other people should be sharing in doing. It sometimes feels like hard working people are fighting a losing battle.

But getting something for nothing is NEVER rewarding. Sure _ you can cheat the welfare system and get free benefits for awhile, but pretty soon they will track you down. Sure _ you can sit on the couch and watch television while your spouse goes out and works 2 jobs, but you'll never have any true financial rewards in life. Sure _ you can work 8 hours and spend 6 hours on coffee breaks just to get a paycheck every Friday, but you'll be the first to go when a lay-off is administered. Sure _ you can forge credit cards, set up scams, write bad checks and steal innocent people's money, but you won't get anywhere. You only are taking care of your needs at the present time _ never building security, pride and respect for yourself. But hard work pays off. The rewards are not immediate like they would be if you robbed a bank tonight, but you WILL make lots more money and benefit yourself in the long-haul.

Money is NOT everything. Money cannot buy respect and love. A poor person running a business, who is honest has peace of mind. A person who works hard and long hours to give their customers high-quality receives repeat orders. And when word gets around that you're honest and trustworthy - people start noticing you and telling others about you. Respect is much more important than money because of the repeat rewards it brings you. For instance - when you think of Howard Hughes you don't think of him with respect. Even though he had billions of dollars, does anybody really care now? But think about Martin Luther King or Thomas Edison. Think about some heros you know.

Does it matter to you how much money they had? Don't you remember them for the hard work and great things they accomplished? Isn't contributing to society and the betterment of mankind much more valuable than the money you have in your bank account? Take pride in yourself. Hold your head up and do an honest day's work. Yes - being honest has great rewards.

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Place copies of your circular on bulletin boards throughout your community such as in coin-operated laundries, grocery stores, barber shops etc. Concentrate on Fridays and Saturdays when shopping increases. Check with local newspapers. Before going to press, many smaller newspapers have space left that needs filling. Your advert may just be the right size to occupy the unfilled space and they may well agree to run your advert for free.

Place your circulars on the windscreens of parked cars. Youngsters will be happy to do this for a few pence. Check first with your Local Council or car park operator to see if this is permitted as regulations do differ quite considerably from one place to another.

Leave sales literature on doorsteps of homes and businesses in your area. Do this on weekends in residential areas and weekdays for businesses. Have your best pulling 1" and 2" adverts made onto a rubber stamp. Then stamp it on envelopes of all your outgoing mail. When you have envelopes printed with your return address, have them also print your best advert directly beneath your address. It costs nothing additional to have this advert printed on the front of your envelopes. Check with the Post Office before doing this as they do have certain restrictions which vary from time to time.

Take advantage of advertising 'specials'. Many publishers offer adverts on a three for the price of two basis. Use the free advert and pocket the difference. In your adverts, always request an S.A.E. then insert some of your other offers in the outgoing mail. This is the same as getting free advertising. Never miss an opportunity to get your offers out to your potential customers - particularly if you can save money at the same time.

Become a 'Mailer'. Get your Printer's lowest price for printing circulars on both sides of the sheet. Contact other dealers and state that you will print and mail their circulars for this price 'with no conflicting adverts on the back'. Then print your circulars on the reverse side and distribute them with your outgoing mail. There is no extra cost for postage or envelopes and your side of the circular is paid for by your customer.

Offer free commission on circulars. Print one of your regular offers on one side, a small commission offer on the reverse and leave space where the mailer can rubber stamp his or her own name and address. Your offer then gets a free ride. If you use a postage meter machine, use the space directly to the left of the stamp imprint for placing a small advert. This way you get a FREE message to your potential customer.

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You may be in Mail Order, Direct Mail, or you may be a local merchant with 150 employees; whichever, however or whatever - you've got to know how to keep your business alive during economic recessions. Anytime the cash flow in a business, large or small, starts to tighten up, the money management of that business has to be run as a "tight ship." Some of the things you can and should do include protecting yourself from expenditures made on sudden impulse. We've all bought merchandise or services we really didn't need simply because we were in the mood, or perhaps in response to the flamboyancy of the advertising or the persuasiveness of the salesperson. Then we sort of "wake up" a couple of days later and find that we've committed hundreds of dollars of business funds for an item or service that's not essential to the success of our own business, when really pressing items had been waiting for those dollars.

If you are incorporated, you can eliminate these "impulse purchases chases" by including in your by-laws a clause that states: "All purchasing decisions over (a certain amount) are contingent upon approval by the board of directors." This will force you to consider any "impulse purchases" of considerable cost, and may even be a reminder in the case of smaller purchases.

If your business is a partnership, you can state, when faced with a buying decision, that all purchases are contingent upon the approval of a third party. In reality, the third party can be your partner, one of your department heads, or even one of your suppliers. If your business is a sole proprietorship, you don't have much to worry about really, because as an individual you have three days to think about your purchase, and then to nullify that purchase if you think you don't really need it or can't afford it.

While you may think you cannot afford it, be sure that you don't "short-change" your self on professional services. This would apply especially during a time of emergency. Anytime you commit yourself and move ahead without completely investigating all the angles, and preparing yourself for all the contingencies that may arise, you're skating on thin ice. Regardless of the costs involved, it always pays off in the long run to seek out the advice of experienced professionals before embarking on a plan that could ruin you.

As an example, an experienced business consultant can fill you in on the 1244 stock advantages. Getting eligibility for the 1244 stock category is a very simple process, but one with tremendous benefits to your business. The 1244 status encourages investors to put equity capital into your business because in the event of a loss, amounts up to the entire sum of the investment can be written off in the current year. Without the "1244" classification, any losses would have to be spread over several years, and this, of course, would greatly lessen the attractiveness of your company's stock. Any business owner who has not filed the 1244 corporation has in effect cut himself off from 90 percent of his prospective investors.

Particularly when sales are down, you must be "hard-nosed" with people trying to sell you luxuries for your business. When business is booming, you undoubtedly will allow sales people to show you new models of equipment or a new line of supplies; but when your business is down, skip the entertaining frills and concentrate on the basics. Great care must be taken however, to maintain courtesy and allow these sellers to consider you a friend and call back at another time. Your company's books should reflect your way of thinking, and whoever maintains them should generate information according to your policies. Thus, you should hire an outside accountant or accounting firm to figure your return on your investment, as well as the turnover on your accounts receivable and inventory. Such an audit or survey should focus in depth on any or every item within your financial statement that merits special attention. In this way, you'll probably uncover any potential financial problems before they become readily apparent, and certainly before they could get out of hand.

Many small companies set up advisory boards of outside professional people. These are sometimes known as Power Circles and once in place, the business always benefits, especially in times of short operating capital. Such an advisory board or power circle should include an attorney, a certified public accountant, civic club leaders, owners or managers of businesses similar to yours, and retired executives. Setting up such an advisory board of directors is really quite easy, because most people you ask will be honored to serve.

Once your board is set up, you should meet about once a month and present material for review. Each meeting should be a discussion of your business problems and an input from your advisors relative to possible solutions. These members of your board of advisors should offer you advice as well as alternatives, and provide you with objectivity. No formal decisions need to be made either at your board meeting, or as a result of them, but you should be able to gain a great deal from the suggestions you hear.

You will find that most of your customers have the money to pay at least some of what they owe you immediately. To keep them current, and the number of accounts receivable in your files to a minimum, you should call them on the phone and ask for some kind of explanation why they're falling behind. If you develop such a habit as part of your operating procedure, you'll find your invoices will magically be drawn to the front of their piles of bills to pay. While maintaining a courteous attitude, don't be hesitant, or too much of a "nice guy" when it comes to collecting money.

Something else that's a very good business practice, but which few business owners do is to methodically build a credit rating with their local banks. Particularly when you have a good cash flow, you should borrow $100 to $1,000 from your banks every 90 days or so. Simply borrow the money, and place it in an interest bearing account, and then pay it all back at least a month or so before it's due. By doing this, you will in crease the borrowing power of your signature, and strengthen your ability to obtain needed financing on short notice. This is a kind of business leverage that will be of great value to you if or whenever your cash position becomes less favorable.

By all means, join your industry's local and national trade associations. Most of these organizations have a wealth of information available on everything from details on your competitors to average industry sales figures, new products, services, and trends. If you are given a membership certificate or wall plaque, you should display these conspicuously on you office wall. Customers like to see such "seals of approval" and feel additional confidence in your business when they see them.

Still another thing often overlooked: If at all possible, you should have your spouse work in the business with you for at least three or four weeks per year. The important thing is that if for any reason you are not available to run the business, your spouse will be familiar with certain people and situations about your business. These people should include your attorney, accountant, any consultants or advisors, creditors and your major suppliers. The long-term advantages of having your spouse work four weeks per year in your business with you will greatly outweigh the short-term inconvenience. Many couples share responsibility and time entirely, which is in most cases even more desirable.

Whenever you can, and as often as you need it, take advantage of whatever free business counseling is available. The Small Business Administration published many excellent booklets, checklists and brochures on quite a large variety of businesses. These publications are available through the U.S. Government Printing Office. Most local universities, and many private organizations hold seminars at minimal cost, and often without charge. You should also take advantage of the service s offered by your bank and local library.

The important thing about running a small business is to know the direction in which you're heading; to know on a day-to-day basis your progress in that very direction; to be aware of what your competitors are doing and to practice good money management at all times. All this will prepare you to recognize potential problems before they arise. In order to survive with a small business, regardless of the economic climate, it is essential to surround yourself with smart people, and practice sound business management at all times.

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Based on information published in national magazines and papers, it is believed a minimum of somewhere near FIFTY MILLION DOLLARS is given away each year in PRIZE CONTESTS. Is it any wonder that smart people, men and women of all ages in about every walk of life, are taking home these prizes? Some devote their full time to solving contests for money (or prizes), usually of extremely sizeable amounts and value. Refer to about every magazine you see, a large number of newspapers, about all TV and Radio stations - to name a few - plus some publications which are 100% CONTEST NEWS.
Many persons receive many times larger yearly total earnings devoting their full time or a generous part of their spare time to solving the CONTESTS which come to their attention. They do it year after year as their ONLY occupation. Others like to try their hand solving contests whenever they feel in the mood, but do no have any regular time schedule to tie them down. An article in the Wall Street Journal stated that many spare time contest men and women receive over $600 year after year. One article I read states that someone they knew had earned in excess of $40,000 and had solved more than 2,000 contests for prizes. Another item I read says some other contest solver won over 80 different contests to receive over $25,000 within TWELVE MONTHS.

However, a study of winning CONTESTS proves for the most part that it is not based on luck. Therefore, it is wise to find out what the true fundamentals are before one starts. That way alone, it is possible for one to compete with the others working on the solution of the same contest. You'll find the necessary (easy-to-understand and follow) instructions in this text.

A. Be sure that you carefully read the rules of each contest - and understand before you start - that these rules must be followed, in every particular, in order to win, or be one of the top winners. Almost half of all contests entries are thrown out, with hardly more than a single "glance" by the contest headquarters, for the sole reason, that the sender did not follow the clearly printed rules. It pays to be extremely careful when working on any contest. Check and recheck it with the rules before you mail it in.

B. Be sure your entry is as neatly presented as possible. This is extremely important. Whenever possible typewrite your entry, as this adds greatly to the neatness requirement. If you do not have a typewriter or a friend who would type it for you, and you are obliged to mail it in longhand, write neatly, and only with a pen and ink - never with a lead pencil.

C. Mail your entry in a suitable large sized envelope, even if you have to go to your nearest store to buy it.

D. If the contest requires a box top or label, coupon, etc., make sure that you do not forget to enclose it in the envelope. (You may be surprised to learn that many do forget - so their entry is discarded - even if in all other ways it is the best, qualifying for the top prize money.)

You'll find that your chances for winning are multiplied ten fold if you own or rent from a library the latest unabridged dictionary as well as a copy of a thesaurus. Some of the winners of the larger contests are strong in their feeling that one should have a Rhyming Dictionary, an Almanac, Atlas, and one of the many editions of a Crossword Puzzle Dictionary. Most folks have a dictionary and encyclopedia. Both are needed to properly enter most contests. Time and time again, one or the other of the books will come up with the word or answer your seek to solve the contest.

However, for folks just starting, and with limited money to spend, you should confine yourself to the books named above that you may now have and buy the others as you win smaller contests and can afford to.

E. Visit your nearest (or best) public library and ask the clerk to help you locate their various books, magazines, etc., relating to contests. Make notes on the winners of contests - their style or entry - for your future thoughts and guidance. Jot down in a notebook the things you want to remember or refer to, or think you would be likely to want to consider at some future date. It will most likely prove priceless to you much more quickly than you think. It will help you to think of first prize winning steps to take, etc.

F. An ever-increasing number of larger firms feel contests help them put their items or offers in the right hands with the best results. They therefore often start a new contest almost as soon as their last one is completed. This is especially true in contests where a wrapper, label or box top, bottle cap, etc. is requested. This method is usually very successful in getting more people to try their product than any other form of advertising.

G. Above all else, make a point of having your entry worded as briefly as you can. Many contests even ask for an opinion within an specified number of words. In other words, the advertiser wants you to tell him briefly why you prefer his product to any other

"Wheatne is preferred by me because it tastes better than any other breakfast cereal, has less calories, sugar and other fattening items, with a much higher food value." "I buy ZOKA soap because it suds best in hard water, and pampers one's skin. ZOKA keeps my complexion youthful looking as if I had used the costly creams." Always study the product completely and make notes on your scrap pad of all the ways it pleases you, over competitive brands.

Make your story clean-cut with clearly understood "selling" phrases. Be enthusiastic, but always sincere and truthful. Whenever possible, tell about your personal results in using the item. Don't be in a rush to mail the entry to the contest headquarters firm - professionals put their first drafts to one side, then refer to it "tomorrow" or the next day, rewriting it over and over again (usually) until they feel it is their very best work.

Then, they mail it in. It pays and pays big to follow the methods of the professionals. Perhaps just about every entry sent in on any contest is "Point Rated". If you checked your entry, before mailing it in, comparing it to the 8-point method below, you could know in advance if your entry has a far above average opportunity of being one of the winners - perhaps even the top grand prize.

1. References to the accomplishments of the product or item.
2. Expression of thought, new ideas, originality.
3. Effective combination of words, sentences, etc.
4. Truthfulness - or is it believable.
5. Creativeness by fresh thoughts or comments
6. Briefness, easily understood by all.
7. Arouse thoughts, create emotions.
8. Make a sales-promoting image, text creates a "picture".

I think most folks would not need teaching on jingles or limericks, where you are asked to insert the last line of a poem. These are popular and much money could be made adding the last line. The best method would be to almost memorize the lines given to you first, then make your last line either clever, or unusual, (or both). Your rhyming dictionary will be of tremendous help in winning top prizes in this form of contest. Picture and Number Puzzles are always popular. These contests (in my opinion) do not need instructions beyond one's common sense. The chief thing to remember is to carefully read the rules and to follow the instructions of the advertiser. This type of contest does require considerable time, thought and study. Take your time. Go over all rules time and time again.

When you feel confident your entry is your best work, then and only then mail it in. This kind of contest almost always seems to wind up with a sizeable number of tied contestants, requiring another "run off" to decide the winner, and sometimes more than one "run off". For this reason, it is not the most popular with the professionals. Usually "beginners" try their hand at them. Name contests are always popular - a manufacturer wants the public to select a good name for one of his items, and offers a sizeable award for the entry he or his advertising agents regard
as the best of all.

Remember to tie the sponsor's item or product into your reply of the name you feel is best. Make it catchy and easy to remember for the best possibility of being the winner. Guessing contests, as the name implies, are in my opinion, at least 90% luck. Professionals rarely enter them. The idea is, of course, to guess how many cans of a specific brand of condensed milk is in a barrel, or how many boxes of a maker's breakfast food is wedged into a telephone booth, etc. These are 90% luck, combined with an estimation of count.

Contests asking for the creation of slogans are always worked out by the professional with the use of a dictionary. These contests are the ideal ones to enter. Contests in the field of photographs are both interesting and profitable, so enter when you use the instruction and guidance in this instruction text. Contests for an essay as well as for word building are always of
keen interest to the professional. Instruction in this text points the way to become a professional. With this set of instructions to refer to as you tackle each contest, you should have a far above average chance of being a top prize winner in an extremely short period of time. Good luck.

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Advertise a number of reports in one large advert selling five or six reports for Ј3. This will bring you in more orders and open the way for more repeat sales Make your sales brochures the best you have ever seen. As well as the words, concentrate on the layout, graphics, general attractiveness and ease of reading Keep mailing to old customers for six months so that you build up a really big customer bank.
Keep detailed records of advertising and follow-up results. Use them to find your best adverts, magazines, brochures and generally your best approach. Use FREE advertising wherever possible. It is sometimes offered with new magazines or there are some ad-sheets that give free advertising. Take advantage of 'discount' advertising. Sometimes, magazines give three adverts for the price of two. Watch out for 'Special offers'.

If you are having your brochures printed, print your advert up the side of the brochure as well. Even if you only get ONE reply in a thousand, it is well worth it. Don't confuse people in your advertising by selling more than one offer. Use more space if you want to offer more. Use short sentences and paragraphs. It makes words sound more dramatic. Study other people's adverts - especially those that run year after year. Use words that 'pull' such as Free, New, Special Offer, Discount. You need to catch the eye before you can sell.

Co-publish magazines and ad-sheets to make up your 'Big Mails' and get free or low cost advertising. More expensive advertising can sometimes work out cheaper because the CIRCULATION is that much greater. However, lower circulation magazines can often give better results. Judge on 'results' rather than price. Advertise as you mail. Put your BEST advert on the envelope. This will cost nothing extra and the few results you get will be a bonus.

If others mail for you, reduce your A4 adverts to A5. You can get four adverts on one sheet of A4 paper and increase the circulation. Don't put too many brochures in your envelope nor too few either. If you put too much in, people just don't reply because they are confused as to WHAT is best. Just one in an envelope is equally silly because those who aren't interested in what you are selling will have nothing else to attract their attention.

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The Prize Is Always Right
Giving away a prize as an incentive to sell a product or solicit a donation is a time-tested marketing ploy that never fails. The only problem is that the market has become oblivious to sweepstakes. Promoters are giving away the same old prizes time and time again. Without adding anything exciting to the sweepstakes, you might as well offer $10million or your efforts (or your product or charitable cause) are likely to be ignored.
In this age of mega-million lotteries, the type or value of prizes offered speak the language of the market. If your product is just as good as that of your competition, or if your charity is just as worthy as any other that seeks donations, then you;d better spike your campaign with a sweepstakes that is unique as can be.


A few years ago, a church in Daly City, a bedroom community west of San Francisco was planning a fund raising campaigtn that involved selling "raffle" tickets to the congregation. The plan was to sell the tickets for around $5 each, and for which one lucky ticket holder could win the grand prize oaf a brand new Toyota Tercel. To say the least, the idea was worn out and unimaginative. A friend coordinating the project decided the raffle could be improved, and consulted me on what the fund raising committee can do to make the sweepstakes more
My suggestion was to give a different prize.
Why not give away a business - a store!!!

We went to a new strip mall that was being constructed and leased a storefront for $1,100 a month. Next we ordered signs and shelves and an initial inventory of 1,200 used video tapes for which we spent a total of $15,000. For under $20,000, we were able to put together the basic framework of an operational video store. We hanged a banner outside that says "You can win this store. Call for info" $200 A TICKET Because the church wanted to raise $25,000, we decided to sell 250 tickets at $200 each - for a total of $50.000.

Out of this amount, $20,000 will pay for the grand prize, $25,000 goes to the church, and $5,000 for my friend for organizing the project which lasted for 6 weeks. To achieve the same results, and using instead an $8,000 car as a prize, it would require the church to 8,000 tickets at $5 each, a much more difficult fund-raiser by comparison.

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