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                                           A Home-Based Business Online


                                           Issue 102 : October 1

                                         Sent to 10,370 Opt-In Subscribers

                                                 Editor: Elena Fawkner
                                           Publisher: AHBBO Publishing
                                              Contact By Email

                                                  IN THIS ISSUE

        1.     Welcome and Update from Elena
        2.     Home-Based Business Idea of the Week - Cooking School
        3.     Feature Article - How Using Coupons, Discounts and Sales
                Could Alter Customer Perceptions In Ways You don't Want!
        4.     Computing Tips from The Newbie Club
        5.     Motivational Tip for the Day by Jan Tincher
        6.     Subscription Management
        8.     Contact Information

        1.     Welcome and Update from Elena

        Hello again and a warm welcome to all the new subscribers who
        have joined us since the last issue.

        Many online (and offline) businesses are finding things tough going
        in the wake of the attacks of September 11.  There is a very real
        temptation to do almost anything to generate sales.  But the reality
        is that sales will increase in line with consumer confidence.  Although
        offering temporary discounts MAY help to kick start demand again,
        you must make it clear that they are temporary in nature or else you
        risk creating the mindset in your customers that they don't have to pay
        full price when dealing with you.

        This is the theme of this week's feature article.  Although it is my
        usual editorial policy not to run guest articles, I came across an
        article during the week that merited an exception.  Written by Larry
        Wack of Ryanna's Printing/Publishing (who also publishes the
        excellent ezine, "Surveys and Trends"), "How Using Coupons,
        Discounts and Sales Could Alter Customer Perceptions In Ways
        You don't Want!" is an excellent discussion of why you should be
        cautious in low-balling your pricing and offering coupons and other
        sorts of discounts to generate sales.  The temptation during slow
        times is to deep discount in the hope that the increase in sales will
        offset the temporary decline in demand but, as this article
        demonstrates, such a strategy can be disastrous to the longer-term
        viability of your business. 

        As always, thanks for reading and I hope you enjoy this week's

        Remember, this ezine is for YOU!  If you have comments or
        suggestions for topics you would like to see addressed, or would
        just like to share your experiences with other subscribers, I want
        to hear from you.  Please send comments, questions and stories
        to Contact By Email .

        Become An Online Marketing Pro In Just 15 Minutes! FREE
        Online System Makes It Happen. This Really Works!! Go to:

        2.     Home-Based Business Idea of the Week - Cooking School

        Do you love to cook? Are you good at it? If so, have you considered
        passing on your knowledge and skills to others? If so, a cooking
        school may be just the home business idea you've been looking for.

        To start with, keep things small and simple by holding classes in
        your own home (check with your local regulatory authorities to make
        sure you comply with any necessary regulations such as zoning,
        licensing and public health). As your business grows, you can expand
        into conducting classes at outside facilities such as your local
        homewares store or community college.

        Begin by planning a course curriculum for three courses. You might run,
        for example, a beginner's or introductory course teaching the basics
        over, say, 6 weeks or so. Follow this with an intermediate course (most
        of the "beginners" from your first course will, more likely than not, enroll
        in this one too) and then an advanced, or "gourmet" course (which your
        intermediate students will hopefully enroll in).

        You would start out, naturally enough, with your beginner's course one
        day or evening per week. Then, once your beginner's course is over,
        start running your intermediate course and your next beginner's course
        at the same time, on different days. Then, once your first intermediate
        course is finished, start running your advanced course alongside your
        third beginner's course and second intermediate course. Eventually,
        you'll be running three courses each week. Your beginner's class on
        Tuesdays, your intermediate class on Thursdays and your advanced
        class on Saturday mornings, or whatever schedule suits you.

        Once you have your basic three-course syllabus running smoothly, you
        can expand even further by introducing specialty classes in particular
        cuisines ... French, Thai, Japanese, Chinese ... the sky's the limit.

        Recruit your first batch of beginners from local mother's groups by
        posting advertisements at your local kindergarten, school, pediatrician's
        office etc.. Scheduling some of your cooking classes around school
        classtimes will ensure you can target the SAHM market and make it
        possible for you to run your business while your own kids are in

        By scheduling other classes such as specialty cuisines on weekends
        and/or evenings, you will also tap into the career worker market. After
        all, many full-time workers outside the home are looking for ways to
        relax in their off-time. You may find that a good proportion of enrollees
        for your specialty cuisine classes come from this target market. And
        don't forget to target classes to the budget-conscious market as well.
        there are plenty of people out there on a budget who would jump at the
        chance to learn how to cook good, nutritious food on a shoestring.

        Of course, as your business grows, you can recruit others to conduct
        classes as well. Former students would be a good talent pool to draw

        When you set your course fees, make sure your fees cover your
        materials (ingredients and utensils), your time, plus a profit
        component. Require payment for the full course in advance if you will
        be relying on fee income to pay for your initial investment in utensils
        and ingredients. Otherwise, you may consider allowing students to
        pay on a "per week" basis. This will make it possible for the lower-
        income end of the market to participate in your classes.


        There are many more ideas like this at the AHBBO Home Business
        Ideas page at free home based business ideas with more being
        added all the time.

        3.     Feature Article: How Using Coupons, Discounts and Sales Could
                Alter Customer Perceptions In Ways You don't Want!

        © Ryanna's Hope

        "Perceptions" in the mind of the customer are very powerful. Powerful
        insight that will cause them to buy from you - or ignore you. Your
        customer's perception probably is not yours. That's why in your
        marketing campaign you MUST write from the perspective of the
        customer, not from your own logical way of thinking. You may believe
        you have a great product or service. Your staff may believe that offering
        a coupon may be the way to sell it. Your customers, however, are
        guaranteed to be thinking differently.

        Marketing is warfare involving "perceptions," not "products." Those
        who think the "product" is Number One and the customer is Number
        Two are making suicidal assumptions. Whether you like it or not,
        marketing is made up of many "illusions" for the customer. These
        illusions assume the roles of sales, discounts and more. But the
        consumer forms perceptions from these methods of selling.

        Advertising is a tool of marketing and coupons and promotions are
        tools of advertising. What "perceptions" that customers get from
        coupon and promotion sales could actually affect you in a way you
        really didn't want.

        As an example, when sales are slow, owners may come to the
        logical conclusion that by promoting a coupon plan or some other
        type of "gimmick," sales will increase significantly. This thought process
        is a logical one, but marketing many times does not follow any logical

        If your business is not really known as a business that constantly
        offers "low prices," you might be looking for some trouble with what
        appears to be a logical thought process. You see, some marketing
        techniques will create "short term gains" and "long term losses." That
        is, over an extended period of time, there is an "opposite reaction" to
        something that happens in the "positive" sense. In marketing, it's
        commonly referred to as the "law of perspective."

        In advertising history, you can find many of these "sale disasters," as
        I call them, in the campaigns of the large corporations such as Coke,
        McDonalds and others. You can find them with smaller companies
        too but they have a more devastating effect.

        With coupons, sales or discounts, think of them like alcohol to the
        body. Is it a stimulant or depressant? Will it have a short time
        spurt, and then turn against you a week later? Kind of like a night out
        on the town. Drinks, laughter, and fun. Short term great effect for
        the night, but your continued activity of this nature will bring long
        term disaster to your health and more. And depending on how long
        you stay out, severe pain as soon as the next day!

        When coupons, discounts, and promotions stop, in most cases sales
        will decrease also. There is no evidence that the long term use of
        sales, coupons and discounts increase sales in the long run. Can you
        use them as "loss leaders" to get the customer into your store? Sure
        you can, but you better have something more to sell to make up for
        the lost money or breaking even. And this will take some planning.

        What you are likely to end up doing is convincing the customer to
        ONLY buy when the discount is offered. Why should they buy at
        regular prices? These techniques are in reality like using a drug for
        many companies. Once you begin using them, it's very difficult to
        stop because the "withdrawal symptoms" are too much to handle. If
        you have not established yourself as an existing "discount type
        business" with continuous savings every day of the year, then you
        may be in for a rude awakening by employing the "quickies" we
        mention above on a sporadic basis.

        Some marketing techniques will give a short term "jolt" to sales. If
        you're "consistently" selling by coupons etc., watch the effects of
        what happens when you stop. Most customers will avoid any
        business dealings with you after the "sale" is over. If you think you
        can turn around after a long term offering of various styles of
        discounts, and sell your wares at regular prices, don't be surprised
        if "no one comes to your store." Would you?


        WANT MORE?

        Ryanna's has published over 45 business articles nationwide for the
        home entrepreneur. You can obtain free info on our offer of "Cash
        Making you've Never Seen..." and you can obtain free ebooks and
        other articles at their site. Subscribe to their free ezine "Surveys and
        Trends For Entrepreneurs" too! Go to:

        4.     Computing Tips From The Newbie Club

        TIP #1:
        Put frequently used programs on your Start Menu by dragging
        them there. If you drag an icon and hold it over the Start
        button, the Start Menu will appear. Once it's open, just
        slide the icon into position where you want it to be located
        on the list. Release the mouse, and the icon is planted.
        Just like a tree... except easier!

        TIP #2:
        Use your RIGHT mouse button when dragging and dropping icons
        anywhere on your computer. When you release the button, a
        context menu appears... just choose the option you want your
        system to perform. Move, Copy, make a Shortcut, or just
        cancel the operation altogether. If only surgery were that


        Tips brought to you by Tom Glander and Joe Reinbold of
        the Newbie Club.  Get to know your computer without all
        the techie geek-speak ...

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        5.     Motivational Tip For The Day by Jan Tincher

        Are you a conscious choice-maker?

        By making choices you generate actions that affect you and those
        around you.

        You can change your life by making the right choices. If you
        have made wrong choices all your life, it's not too late to change.
        You can do that by being conscious of the choices you habitually
        make that aren't working out for you, and deciding, right now, to
        stop making the wrong choices and make the right choices.


        Learn unique strategies and techniques for personal success
        from Jan Tincher online at
        While you're there, sign up for her free e-zine *Tame Your Brain!*

        6.     Subscription Management


        To SUBSCRIBE to this Newsletter:
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        8.     Contact Information

        Elena Fawkner, Editor
        A Home-Based Business Online
        Contact By Email

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