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About Ted Nicholas

  1. What is your business background?

    What is your business background?

    While I grew up as the son of a small business owner (restaurant), most of what I discovered was through trial and error experience.

    At age 21, with $800 in savings and $96,000 in debts, I started my first company. It was called Peterson’s House of Fudge. I sold homemade candies and ice cream. The business was immediately successful. Within a few years I had a chain of 30 stores.

    At age 29, I was voted one of the 50 best and most successful business people in America. As a consequence I was invited to the White House to meet the President of the United States.

    The business aspect that gives me the greatest pleasure is marketing. I could quickly see it is the most important skill for me as well as any entrepreneur.

    What intrigues me most is the power of words in business. And in life. In the beginning this led me to create, experiment and test a variety of sales messages. I used billboards, T.V., radio, direct mail, space advertising and the yellow pages. Of course, today the internet is the latest innovation with enormous potential.

    I founded and sold 21 successful companies.

    I wrote my first book in 1973, HOW TO FORM YOUR OWN CORPORATION WITHOUT A LAWYER FOR UNDER $75. It was a best seller. This was followed by 14 other best sellers. My latest book is HOW TO TURN WORDS INTO MONEY.

    I retired briefly in 1991 and was bored. So I began doing seminars and consulting.

    During my career, working in 47 different industries, I’ve sold over 7 billion dollars worth of products and services.

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  2. How did you develop your particular marketing approach?

    How did you develop your particular marketing approach?

    I tried virtually every marketing method known to find the ultimate one. I used salespeople, retail stores, distributors, wholesalers, and franchisees. Then I discovered direct marketing. For so many reasons, it’s the most cost-effective and efficient method. It is by far the best way to market any product.

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  3. What is the real purpose of marketing?

    What is the real purpose of marketing?

    To acquire new customers cost effectively. And to continue marketing to existing customers cost effectively so that they repeatedly keep buying from you over and over.

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  4. Of what business and marketing achievements are you most proud?

    Of what business and marketing achievements are you most proud?

    Helping millions of entrepreneurs and their families around the world become financially successful and secure. I consider entrepreneurs the world’s unsung heroes. I also love to help business owners create new jobs. Indeed, I don’t know a better way to serve mankind.

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  5. Why did you “unretire” and become involved in so many activities?

    Why did you “unretire” and become involved in so many activities?

    My work is my way of “giving back” to the world that has treated me so very well.

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  6. What do you feel represents real success?

    What do you feel represents real success?

    Balance. To be successful and happy, there are 4 major pillars as I see it. They are:

    • Health--the number one asset for all of us
    • A fulfilling career
    • Family and personal relationships that help make life worthwhile and fun
    • Financial independence--The best thing about enough money is the freedom it gives you to live your life exactly where and how you choose.
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  7. Are the business opportunities for the “little guy” diminishing?

    Are the business opportunities for the “little guy” diminishing?

    On the contrary. They are far greater than ever. And with the new communication tools such as the internet, you can get your message out to lots of people at very low cost.

    Plus, you can be a small, virtual one-person corporation operating from home, sell worldwide and earn millions.

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  8. Do you feel the present educational system help prepare and educate a young entrepreneur?

    Do you feel the present educational system help prepare and educate a young entrepreneur?

    Unfortunately, very little. Of course there are a few notable exceptions, such as entrepreneurial courses and clubs.

    However, most education is oriented toward you being an employee living paycheck to paycheck your whole life. There is virtually no practical economic education offered in schools, including at the university level.

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  9. What do you focus on first when preparing a sales message?

    What do you focus on first when preparing a sales message?

    In all forms of sales communications, copy is king. The very first thing I focus upon is the headline. This is true whether a space ad, sales letter, or the subject line in an e-mail. You cannot sell anything unless you first get someone's attention. And the best way to do this is with a powerful headline. I often write 150 or 200 headlines before I choose a few to test in the marketplace.

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  10. What are the most important parts of a sales message online and offline?

    What are the most important parts of a sales message online and offline?

    Three elements must be in balance for marketing success online and offline.

    • Copy
    • Offer
    • List

    The most important of them is the list of potential buyers. The best proposed list of all is always your customer database. They have bought from you. They know you. And most importantly, they trust you.

    Your most important marketing task will always be to create a growing list of happy, satisfied customers.

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  11. What makes you different from the other marketing “gurus”?

    What makes you different from the other marketing “gurus”?

    I have the entrepreneur eye. I've started and sold 23 successful companies of my own. I own shares in several successful major companies for whom I consult and write copy. Most so-called “gurus” have never built a company of their own.

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  12. How much money can a direct marketer earn?

    How much money can a direct marketer earn?

    The sky is the limit. A number I work with earn several million dollars each year.

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  13. What is a typical income of a successful copywriter?

    What is a typical income of a successful copywriter?

    It's almost unlimited as a freelancer. Several of my students and protégés earn substantial six figure incomes, i.e. $150,000 to $350,000 and up. A few make in excess of $1,000,000 per year when you include their royalties on sales their copy generates

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  14. Are your products guaranteed?

    Are your products guaranteed?

    Nearly every product I offer, such as books and tapes, comes with a full money-back guarantee. I recommend everyone I work with guarantee their products too.

    The only exceptions are a few highly specialized products I occasionally offer to a very limited audience.

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  15. What is the biggest mistake people make in their marketing?

    What is the biggest mistake people make in their marketing?

    To look at marketing as an expense rather than an investment.

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  16. What exactly should a person new to business of marketing focus on learning?

    What exactly should a person new to business of marketing focus on learning?

    Discover exactly how to sell things to people. And then master direct marketing and copywriting. Then hire a good accountant and lawyer to help you count, invest and tax shelter your money.

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  17. What has been your biggest marketing success?

    What has been your biggest marketing success?

    I ran a $90 classified ad in 1973. This led to the starting of a whole new industry—self-incorporation. I then built the largest and most successful multi-million dollar business in the incorporation field. It's called the Company Corporation. I sold this business in 1991. I had incorporated 125,000 people from around the world. More than all the lawyers on Wall Street put together!

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  18. Are copywriting skills inborn or can they be learned?

    Are copywriting skills inborn or can they be learned?

    All forms of writing, including copywriting, is a learned skill. I've seen seemingly poor writers who've applied themselves and become highly successful. Of course some natural ability can always help.

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  19. How do you handle the cultural differences of people as you market products around the world?

    How do you handle the cultural differences of people as you market products around the world?

    While of course there are some cultural differences, here is what I've found. People everywhere are more alike than they are different. They tend to want the same things. These include financial independence, health, security for the family, travel, education, and a secure retirement. When I prepare a marketing campaign and copy in English, I depend on my clients and their translators to point out anything which should be changed or replaced for clarity. But the emotional appeals which cause someone to buy are virtually the same in every culture.

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  20. What is the most profitable investment anyone can make?

    What is the most profitable investment anyone can make?

    Education and knowledge. You can lose money and businesses. But once you master any subject, no one can take your knowledge away from you. It's your lifeline to a new start.

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  21. What topics do you cover in your speaking presentations?

    What topics do you cover in your speaking presentations?

    • How to succeed online and offline
    • Salesmanship in print
    • Headlines
    • Balance
    • Getting and keeping customers
    • Mistakes to avoid
    • Building rapport
    • Buying anything, including advertising, at the lowest possible cost
    • Negotiating effectively
    • Hiring the best
    • Life
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  22. Can I hire you to do marketing consulting for my company?

    Can I hire you to do marketing consulting for my company?

    I occasionally add a new client when my schedule permits. But, I accept few who approach me. Of course, I must meet your needs and qualifications. But you must also meet mine. The products have to be superb and we must be on the “same page.” If you are interested in engaging me, please e-mail me at tnicholasdirect@aol.com and I will get back to you.

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  23. How can we get extra value by engaging you?

    How can we get extra value by engaging you?

    I’m the most successful marketing consultant in the world. I have proven myself over and over as an entrepreneur. This is at both at a personal level in my own companies as well as with clients. You can get extra value by capitalizing on my track record of success. Plus, you will avoid many costly mistakes, most of which I’ve already made.

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  24. What information do you need from a new client?

    What information do you need from a new client?

    Financial data, a history of your business and marketing activities, an explanation of your goals, and some references.

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  25. How do you handle the business details?

    How do you handle the business details?

    I'd provide a list of what is necessary. If we both are in favor of proceeding, I'll then furnish my standard agreement for review and finalization.

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