Magic Words That Bring You Riche$

Quit simply the best book in my library to date,i have had this book for approximatly 6 months and i have already made moremoney in this time than i have made in the last 16 years workingfor other people,and those are the facts.

Let me start by saying, this book was not what I expected. I really thought it would focus on a lot of please & thank-you's, along with the persuasive manipulation of people. I was pleased to find that this wasn't the case. The first sixty-eight pages are filled with amateur illustrations on one page followed by captions such as, "Fly first class for the price of coach"- after which the author would explain how to ask for an upgrade etc.. Needless to say, after reading the first sixty-eight pages I was ready to throw in the towel... But wait, from there the book exploded. This is a book about direct marketing. I am not a marketing specialist by any means, but this book helped me realize that everyone is marketing/selling him/herself in one way or another. From the six year old kid with the lemonade stand, to Sears, Penneys, or Victorias Secret, and Dell Computers, anybody that sells a product uses direct marketing tactics. Even Wal-Mart and Microsoft are direct marketers, very good ones I might add. Ted is a genius in this regard. This book was not only good, it was Outstanding. Oh, one other thing about this book which may discourage some readers is the blatant over-use of advertisement of Teds personal ads on Teds own books. It is very annoying, to say the least. Ted Nicholas does, however, walk his talk. I'm sure that along with the wording, the persistent and repetitive use of his brand of advertising have sold millions of dollars worth of merchandise. I have learned a lot from reading this book, and I have this motto, "Learn something new each day and keep the wolves away". Always keep an open mind as you read. This book is one to read and keep handy for future reference.

Actually, in addition to individual "magic words", Nicholas also provides "magic" phrases, sentences, paragraphs, and even essay-length compositions which can (he insists) "bring you riche$." He also explains in detail when and how to derive the greatest benefit from them. Before getting into the book's text, I reviewed the Contents. My response was, "You've got to be kidding!" Then in Part I, Nicholas claims that certain "magic words" can get anyone anything she or he wants in life (!). After reading Part I, I was unconvinced. However, have no doubt about it, Nicholas is not kidding. He is absolutely convinced that the right words in the right combination within the right context (shared with the right person at the right time in the right format) can achieve exceptional results. I agree. I think this book will be especially valuable for organizations which have severely limited (if any) funds to spend on "outside sources" while needing more effective communications (eg direct mail, brochures, newsletters, and scripts for "cold calls"). It will also be valuable for most other organizations whose "messages" to their respective constituencies lack clarity and (more importantly) do not have the desired impact. Nicholas' enthusiasm is contagious. His advice is sound. He offers an abundance of examples of what is and isn't effective. He also explains why. Will this book enable ANYONE to accomplish ANYTHING? No. But for those who read it with great care and then apply its principles with even greater care, it can be invaluable. Of that I am convinced. One final point: I am reminded of what John Hill said many years ago when defining public relations as being "truth well told." Words and phrases have no "magic" unless what they communicate is authentic and thus has credibility. Even Nicholas could not effectively promote (or conceal) a defective product or shoddy service. Be the very best at what you do. No matter what you offer for sale, make a total commitment to sustaining standards of the highest quality. Then let Nicholas help you to tell a truthful story of who you are and of what you offer...and to tell that story well.

I own over 300 business and marketing books, and if I had to choose only one to keep, this would be the one. Brimming with useful tecnhiques - I think Ted's book has done more for our business than anything else could have. This is a masterpiece.