by Calvin R. Merrick

"We'll Do All the Work for You! Earn $200,000 in 3-Days! Drive the Car of Your Dreams for $100! You Get a Pre-Built Downline!"

OK!, You're really desperate to earn a little extra cash... OK! A lot of extra cash! You can't stand working for a Tyrant of a Boss... who does he think he is anyway?! You cruise through your favorite business/entrepreneurial rag and one of the above headlines catches your eye (and your imagination!).

Hey, this is it! The fat lady has sung! My ship has come in! If it's not true, they couldn't print this, could they? Hmmm! only $39 bucks! This could be the start of my empire! I'm in!

You think you have just made a solid, well-planned business decision... don't you? NOT...!

Folks, what you just witnessed is not what one might call doing business, it's called gambling and it's high-risk gambling. You would have a better chance if you went to Las Vegas!

Next time you go business opportunity hunting, go through the complete ad and see if it makes things a little clearer. If it actually sheds some light on the fantastic and wondrous claims the headline makes. Investigate... because... the surprising thing is all the above headlines are true! It's only a matter of perspective. Look at this...

A person who owns a successful business CAN hire someone "to do all the work for them"! Many wise and knowledgeable businessmen DO "earn $200,000 in 3-days"! A shrewd businessman CAN "drive the car of their dreams" for $100 or less" because he writes it off as a business expense! A lot of big-name MLMers CAN get a "pre-built downline"; because they market to an extensive list of old and current clients!

Notice something here? These headlines ARE true.. BUT! But are they true for you? If it's so easy, what took you so long to get started? Is it possible that you need to do something that would position you to accomplish the things mentioned in those headlines. Could it be that the ad copy left that part out?

Don't get me wrong. People do get rich literally overnight! They do go from Rags to Riches in the blink of an eye with a hot business system! But... it's NOT THE NORM! It sort of takes us back to the gambling angle. Hey, You COULD win the lottery, but you have a better chance of getting struck by lightning!

Get my point?

ALERT! If the body copy of these ads tell you in effect that you will have to position yourself and actually do some amount of work and put forth some effort to reach the goals mentioned in those headlines; you are probably dealing with a legitimate and workable opportunity. Investigate!

In such a case the headline has done it's job. It caught your attention and lead you into the body copy. The body copy then brings things into a more realistic perspective. It tells you what you need to do and how much you'll need to do for how long to reach the extraordinary goals mentioned in the headline.

If, on the other hand the body copy reads like a continuation of the headline - Watch Out!

Fact: If people don't believe you, they won't buy from you!

If you are reading this article, You are either involved in a business venture, or thinking about getting something going. If that's the case, you will make it a point to do a thorough and complete study of as many ads as you can stand.

Rip 'em apart. Write down the words and phrases that catch your attention. Give a believability rating! Note what makes it believable or unbelievable. Reserve a block of time where you will do nothing but dissect ads! Believe me, after three to six months of doing this, you will be writing ad copy like a seasoned pro!

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