Norman Williams, publisher of "Big Money Publishing Newsletter," 
recently did a Q&A about me.

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1   - Can you tell me about your business background?

Sure, Norman. My name is Dan Lok.  I've written hundreds and 
hundreds of unstoppable ads and magnetic sales letters for 
clients in more than 39 different industries. Your readers may 
not know my name, but I wouldn't be surprised if they've been 
"sold" with some of the irresistible copy I've written.

My writing has sold over $17.3 million dollars of merchandise 
and services by mail, e-mail, retail and websites.  I've earned 
my reputation as "The Copywriting Whiz Kid" from years in the 
trenches of advertising - writing ads and sales letters that 
create fortunes for businesses and entrepreneurs.

In fact, when I first got started as a rookie copywriter, I 
really was a kid…just 16!  My Unique Selling Proposition was...

“I Don't Get Paid Until YOU Make Tons Of Cold, Hard Cash!”

I put it all on the line with a message that was unmistakable: 
what I write has to make big bucks for my clients... or... I 
don't eat. Under that kind of "make or break" pressure, I've 
been forced to figure out one thing - how to create CONSISTENTLY 
the most powerful, irresistible, Hoover Vacuum that money right 
out of their wallets advertising possible.

I've learned to create advertising that makes a ton of cash... 
and then a ton more.  It was that, or go learn to live on a 
diet of "almost made it" and that was something I wasn't 
willing to swallow.


2   - As a person on the Internet, how did you get started?

I'd love to tell you it was all part of my grand plan, but the 
truth is -- I got started by pure accident.

A webmaster approached me and pulled me into the 21st Century. 
He said, “Dan, don't be a dinosaur! You need a presence on the 
'net. Let me build a website for you!”

I decided to go ahead, “Heck, why not?” I thought.  Thirty days 
later, my website launched into cyberspace.


 3   - How long have you been in business online?

I think the answer is going to surprise you.  I've been writing 
for other online marketers for a couple of years now. (One year 
on Internet equals to 3 years in the real world. So I guess, 
I'm pretty old in cyber terms!)  But it was only about 6 months 
ago that I created my very first Dan Lok website and started 
actively promoting my products and services online!

Norman, you have to understand this…

Until recently, I purposely avoided the spotlight and the chance 
for self-promotion, despite being one of the world's highest-paid 
freelance copywriters.  Fame isn't a big "carrot" to me.  I'm far
too busy and much more interested in helping my small business 
clients get big... and rich.

I'm not a "household name" because instead of spending all my 
time preening in the spotlight and working on my celebrity 
status, I'm out in the trenches day in, day out, working for 
the little guys, helping them turn into the BIG guys (and gals).


4   - What online businesses you are involved with?

First of all, Norman, want to clear up what I think of as a 
misconception that most people have when it comes to Internet 
marketing.

In my opinion, there's no such thing as an "online business."

Business is just business. When people say, "I have an Internet 
business!" It's like saying "I have a classified ad business" 
or "I have a direct mail business"

A real estate developer doesn't sell or buy the Internet.  A 
developer buys and sells properties and uses the Internet to 
MARKET his/her business.   You MARKET your business via direct 
mail. You MARKET your business via classified ads. You MARKET 
your business via the Internet.

Direct mail is a medium for marketing, TV is a medium for 
marketing, and the Internet is a medium for marketing, too.

So just because you market your products and services online, it 
doesn't mean you have an “online” business. And simply because 
you have several websites, it doesn't mean you run several 
“Internet” businesses and are a Super-Cyber Entrepreneur.  At 
best... you're a webmaster.

Now let me get down off my "soap box" and go back to your 
original question:

I have one main company:  Quick Turn Marketing International, 
Ltd. But despite the fact that I have just one company, I have 
5 or 6 websites, including:

 * http://www.quickturnmarketing.com
 * http://www.dansrant.com
 * http://www.greatestcopywriters.com
 * http://www.wizardtalk.com
 * http://www.infopublishingbootcamp.com

Each website is distinct with its own purpose and specific 
objective.  All are inter-linked and create my Internet 
"presence."


5   - How did you learn what it takes to succeed?

In order to learn, you need a teacher, so I'm a big believer 
in mentoring.

Why re-invent the wheel?  Finding a mentor is really the 
shortcut to success because you're learning from someone who's 
already been there and done that. It's important to learn from 
people who have already achieved success and know the "tricks 
of the trade" that can get you there, too.

I'm a sponge and absorb information and ideas whenever and 
wherever I can.  I've found that highly successful people are 
always soaking up information as fast as they can get it, and 
are always in a learning mode.  I've applied that concept to 
my life, too.

You should see my car; it looks like a tape factory that 
exploded!  I love reading but I can't resist the 
it-goes-where-you-do advantages of audio learning.   There's 
always a cassette or CD in the dash with a couple in the 
backseat and a few more in the trunk.

I've got a "revolving door" policy when it comes to informational
tapes:  I just rotate till I'm full, and then I dump the box and 
go get some more.

I think people who quit learning have started the dying process.


6   - What office equipment do you use?

I have a computer, a printer, a fax machine, and a telephone in 
my office. That's it. (Oh yes, I do occasionally resort to paper 
and pencil)


7   - Do you do all of your business online?

Absolutely NOT! I still make the bulk of my money off-line. In 
fact, I think only 15% of my revenue comes from the Internet.  
I think it's dangerous to only market via only ONE medium.

One of the concepts I teach is called “Multiple Streams of 
Revenue."  It simply means that you should develop a variety 
of streams of revenue that feed into a big river that will 
flood you with income.

Different revenue streams mean different things to different 
people:

 * Different businesses
 * Different products at various price points.
 * Different revenue source
 * Different mediums to generate business

For guys who currently do their business primarily on the Web, 
this is a "push" to get your direct mail chops honed. Get your 
list together, with names and physical address.

Why is this diversification so important when the Web is seen as 
the oasis for income and wealth?  Just ask the guys who relied 
exclusively on outbound calling, or blast faxing, or email 
spamming for their wealth... and were shocked when these methods 
were outlawed. The methods were outlawed and they were out of 
business.

With a variety of revenue streams feeding your business, if you 
wake up one day to a blank monitor screen, you won't have to 
panic.


8   - What are your biggest gripes about the Internet?

There are amazing goods and services to be found on the 'net, 
but too many people are selling nothing but crap. You won't 
find more “junk” offers and business schemes in any other 
marketing mediums than in cyberspace.  The scams that once 
choked our mailboxes now choke the Internet with thousands 
and thousands of bogus, fly-by-night websites.

It's a tough medium to "police" and control, so buyers really 
have to beware or risk losing their shirt on everything from 
bad investment advice to supplements for erectile dysfunction!


9   - Do you mostly do publishing or other enterprises?

Besides Quick Turn Marketing International, Ltd, I also have 
equity in five privately held companies.  I serve on the board 
of directors for most of those companies as a marketing advisor. 
Two of the companies are multi-million dollar businesses. Another
two are start-ups. One is a small high-tech company that is doing
less than $300,000 a year.

I am also a major shareholder of another company investing in 
US tax liens and deeds.


10  - Are there any tips or advice you would like to offer?

You mean marketing-wise? There's so much I can talk about -- 
it's my business after all -- I don't know where to start...
or where to start charging (just kidding!)

There's a lot stuff you can do to boost your business, but here 
is "Dan's Top 10 Plus One" list:

1) BE DIRECT (MAIL-WISE). Only 4% of retailers in the USA use 
   direct mail. In Canada, this figure is even lower. And 
   yet...dollar for dollar, nothing sells products as effectively
   as direct mail.  If you've got a limited budget, this is 
   where your marketing dollars should go.  Start collecting 
   your customers' names, addresses and telephone numbers today. 
   Frankly, I've talked about using direct mail until I'm blue 
   in the face. But it's not "sexy" and people tend to overlook 
   it. So please don't be one of those people.

2) GREASE THE WHEELS.  Bribery may be a bad thing when you're 
   dealing with someone in law enforcement, but it works like 
   a charm with potential customers.  Example, a hardware store 
   puts on free coffee and hot dogs for lunch every day. 
   Customers who come in to have a “free lunch” might order 
   lots of other things. Bribe your customers to do business 
   with you.  If you're an information marketer, offer FREE 
   reports, tapes and videos to urge prospects to order now.  
   If you're a Widget sales representative, offer 3 months of 
   service on every Widget unit installed.

3) HEADLINERS.  Stick a powerful headline on all your ads, 
   letters and promotion. A headline is an "ad" for your ad. 
   80% of your promotion's success or failure lies in whether 
   your headline can express your unique positioning statement 
   -- that golden phrase that captures in just a few words the 
   "essence" of what you have to offer and how it will benefit 
   a customer.  A good headline has "legs."  It can go the extra 
   distance as an opening line for your sales and telephone 
   people and goes a long way towards establishing your "brand."

4) YOU CAN SEE THE DIFFERENCE.  Don't get talked into wasting 
   your money on anything you can't measure and, most 
   importantly, anything that doesn't bring you extra sales. 
   You can't pay your bills with “image” and “exposure”. All 
   it does is feed your ego and thins out your wallet. Measure 
   everything meticulously. "Measurability" is one of the great 
   plusses of direct mail.  If you send out 10,000 letters and 
   get just 21 responses and 11 clients, you can see immediately 
   that it's time to pull the plug before another penny is lost.

5) PLAYERS.  Where possible, sell only to “players."  No, I 
   don't mean poker players, ball players, or "players" in the 
   game of love.  Players are consumers who want what you sell, 
   can afford to pay for it, and may even be willing to pay a 
   PREMIUM for your goods/services.  The rationale behind this 
   concept is that it's a whole lot easier to make money by 
   selling half as much but at double the price.

6) GIVEAWAYS. Instead of blowing your money on "fancy pants" 
   advertising that makes you LOOK GOOD, take the money you and 
   give it to your best prospective customers (players) so that 
   they'll FEEL GOOD.  Good feelings and good emotions are what 
   drive sales, and a giveaway is the perfect technique to get 
   the good vibrations going.   You can work wonders with a 
   simple sample or a "trial use" period for your product or 
   service. A clothing shop could offer a free T-shirt. A 
   restaurant could offer a free main course. A new car 
   retailer could offer a free dinner with any test drive.

7) INFO PRODUCTS.  My favorite way to attract and "attach" new 
   customers is with a free report or audio tape.  (There's that 
   FREE word again) Create something that positions you as the 
   expert and educates the customers on why they should buy 
   from you.  Give it as a gift to some and then "leverage" 
   your product and sell it to others to create an additional 
   revenue stream.

8) GLASSES AND A FAKE MOUSTACHE.  No, don't disguise YOU... 
   disguise your advertising message. Research clearly shows 
   that Advertorials -- ads that look like editorial articles 
   -- get 500% more readership than ads that are obviously ads. 
   Do people buy magazines or newspapers to read the ads?  Of 
   course not! You read the stories, I read the stories, and 
   everybody else on planet Earth buys the daily paper, picks 
   up a magazine, or watches TV for the stories.

9) HE SAID/SHE SAID.  Actively collect and use testimonials. 
   Like a referral, a testimonial is a third party endorsement 
   and therefore is much more believable than what you say 
   about yourself. Hardly anyone (except mail order companies) 
   uses testimonials. If nobody else in your industry uses 
   testimonials, you get an instant edge and immediately 
   "corner the market" on rave reviews just by doing this 
   ONE simple thing.

10) A 24/7 SALES "REP".  A proven sales letter is a truly 
   efficient and loyal salesperson. An effective sales letter 
   never sleeps in, take sick days, or forgets to turn up for 
   work. Plus, if you get a “real” winner, you can use it again 
   and again for a long, long time.

11) CALL GIRL/CALL BOY.  Don't be a stranger to the people who 
   buy from you.  Use the telephone to follow up with your best 
   customers. Don't call to sell. Call to educate and cement a 
   relationship.

And a word to all you budding imaginative, innovative, and 
"daring" types:  When it comes to marketing, don't try to be 
creative or cute. Pretty ads don't sell squat. The advertising 
campaigns that win media awards from "peers" seldom win sales 
awards for clients.


11  - Do you use any clip art in your publications?

No.  What I offer is distinctive.  I don't want to dilute that 
message by using a dime-a-dozen graphic that does nothing to 
differentiate me from the competition.


12  - Are people more interesting than product stories?

Sure. People are always more interesting than product stories. 
Consumers see themselves in people stories.


13  - What are your goals and aspirations for the future?

Sitting on the foundation of my success, I now have the luxury 
of doing what I like best:  sharing my knowledge and wisdom with 
other entrepreneurs to help them make their own businesses more 
profitable.

Also on the radar:  Become a #1 best-selling author. Travel 
around the world. Set up a Dan Lok foundation and raise $100,000 
for the BC's Children Hospital. Learn scoop diving.   And then 
there's ski-diving... I really want to, but I'm scared.  I'll 
have to work a little longer on conquering the fear.

I can go on and go on. I have a list of 50 to 60 short-term 
goals. But I'll let you in on a secret:  I don't call them 
“goals.”  Goals are something we strive for.  My plans for the 
future are on my "To Do" list because I KNOW I'll get them done.

When Ted Turner's father passed away, he left Mr. Turner two 
things.  The first was a billboard business. The second was 
this quote:   “Set goals you CANNOT accomplish in your 
lifetime. After you accomplish them, there's nothing left”

I've adopted that philosophy in both my business and personal 
pursuits.  I think BIG. I set goals I CANNOT accomplish in my 
lifetime.  My long-term goal is building a $100 million-dollar 
marketing empire.  I've got a lifetime to try!  And if I reach 
that goal, I'll set a new one!

So my advice to everyone is this: to be BIG, you first need to 
think BIG.


14  - What software do you use to make your websites?

I have no idea!!!  I'm a marketer not a technology expert. I 
hired a web-master and a web-designer to build all my websites. 
I don't even know how to use Front Page!   As a matter of fact, 
I barely know how to use my auto-responder. My job as the CEO 
of the company is to bring in the revenue. Period!!! Full stop!

Everything else... I surround myself with experts to assist me. 
And I think that's the key to growing any business. Surround 
yourself with people who are “smarter” than you.   An important 
lesson I've learned the hard way - “If you're the smartest guy 
in your business, you're in big trouble.”

One of the big paradigms in business now is outsourcing what 
you don't do well and concentrating on what you can do well.  
For example, a mousetrap factory might outsource its order and 
fulfillment needs to an outside shipping company so that it 
could concentrate its money and resources on creating a bigger, 
better mousetrap.

The bottom line is the bottom line.  Seek professional advice 
and pay for it if you need to (barter it if you can). Pay your 
people well. Acknowledge them constantly and consistently. Sell 
them on your vision. Share the wealth and you'll have a team 
that'll go to WAR and fight for you.


15  - What are your favorite books or computer programs?

 * Your First 100 Million by Dan Peña
 * Scientific Advertising by Claude Hopkins
 * The Trick to Money is Having Some! by Stuart Wilde
 * Magic Words That Bring Your Riches by Ted Nicholas
 * Think & Grow Rich by Napoleon Hill
 * The Magic of Thinking BIG by David Schwartz
 * Winning Through Intimidation by Robert Ringer


16  - What is your best time for working on your computer?

I'm a computer night-owl.  When the sun goes down, I log on. 
During the day, I am either writing ad copy or on the phone 
with clients and clients-in-the-making.