Volume V • Number 12 • December 2017 • $97
ROLL OVER AND PLAY SANTA
I LIVE IN AN AND WORLD – NOT AN OR WORLD
WHAT DOES EXPONENTIAL GROWTH FEEL LIKE
expert interview with
Steve Sims
Making The Impossible Happen
December 2017
ABOUT STEVE
About the Publisher, Steve Sipress If you want to grow your business slowly – or just maintain it as is, you’ll have to do that all on your own. But if you want dramatic growth in your income and lifestyle, then Steve’s out-of-the-box and time-tested strategies and tactics could be the keys to your dreams. You can benefit from Steve’s coaching experience and expertise to revolutionize your business – yes, even in this challenging economy – at one of the many in-person entrepreneur events he hosts, OR from the comfort of your own home anywhere in the world. You can also learn basic and advanced direct response marketing strategies and tactics from 150+ hours of video instruction, plus use any or all of Steve’s multi-million-dollar, proven “done-for-you” marketing materials at SSSMarketingUniversity.com. That website has been called The Single Most Powerful Client Attraction Program Available Anywhere, and you could be using it to skyrocket your income anytime you want, 24/7, along with hundreds of other sharp, successful business leaders. If you’re just starting up your new business, you’ll want to take advantage of all of Steve’s training, guidance and resources at NewBusinessAcademy.org. Steve is a successful and award-winning serial entrepreneur, who has created and built nearly a dozen successful companies of his own, and he can help you do the same – more quickly and easily than you’ve ever imagined. In fact, you can immediately use plenty of his simple and powerful strategies and tactics that work especially well in this current frustrating economy. You can discover the basics of Steve’s powerful “The WOW! Strategy™: How To Solve All Of Your Marketing Problems” by watching a short video at www.SteveSipress.com. Steve is a celebrated author, speaker and business coach who has established profitable businesses and helped thousands of ambitious and aggressive business owners, entrepreneurs, executives and sales professionals all around the world. He has written numerous newsletters and articles on sales and marketing for a wide range of publications and has appeared on radio and television, helping millions of people along the way. For over five years, Steve was the #1 “Dan Kennedy Certified No B.S. Business Advisor,” and was Runner-Up out of 25,000 members for 2010 GKIC Marketer Of The Year. If you want the very best, hard-hitting, no-nonsense, caring advice and help you can get, then “Straight-Talk Steve” could be exactly what you and your business need most. Whether you’re a current or future business superstar, Steve can help you get exactly where you want to go as quickly, easily and powerfully as YOU want – with massive results both short-term and long-term.
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www.SteveSipress.com www.SSSMarketingUniversity.com www.NewBusinessAcademy.org www.Facebook.com/SmallBizHelp www.Twitter.com/SteveSipress
When we first started, I was terribly in debt and we were just a few months away from bankruptcy. We started seeing a boost right away in our business, we took what Steve’s given me and we just started implementing and implementing, and it’s just totally transformed my business. Steve has helped me with my laser focus, he helps me implement, he’s taken my business to a whole new level. We went from a half a million dollars to a million dollars in two years. It’s just an incredible experience to know that where you think you’re just dead and things are horrible, to now anything is possible. I can see taking this to a whole new three or four types of businesses -- it’s going to be huge. Steve is all business, he is an unbelievably smart, brilliant man. I can’t say enough about him. Everything he’s told me, I’ve made so much money it doesn’t matter what it costs. They don’t make enough money in this world that somebody could pay me so I would stop listening to Steve. Steve is the exact reason why I have a retirement fund now. It’s probably illegal how much fun I’m having!”
Jon Bockman
Owner, Bockman’s Auto Care Sycamore, Illinois
I Live In An AND World – Not An OR World By Steve Sipress
I am constantly asked questions such as, “Steve, should I do advertising in newspapers, or Facebook?”
Yes, you should post online videos in addition to mailing DVD’s and/or flash drives.
Everyone who knows me or follows me knows what my answer always is. It’s the title of this article.
Yes, you should always look to add more WAYS to do your advertising and marketing. But never make the mistake of thinking that just because a new WAY appears, suddenly another one goes away forever. One WAY has never completely replaced another one.
The answer is yes, you should add Facebook advertising to your marketing mix, if that proves to be another effective WAY of reaching your chosen WHO with your Irresistible OFFER. (*That’s The WOW! Strategy™ in a nutshell.) Yes, you should also send out an ezine in addition to your monthly print newsletter.
• Television replaced radio as the main source of entertainment in homes several decades ago, but radio still exists and is still an excellent source of profitable communicating and advertising for many businesses.
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December 2017
I LIVE IN AN AND WORLD – NOT AN OR WORLD
THE ANSWER TO WHETHER YOU SHOULD USE ONE WAY OR ANOTHER IS ALWAYS “YES,” AS IN “YES, YOU SHOULD USE THAT IN ADDITION TO WHAT YOU’RE DOING NOW – NOT INSTEAD.” • Email has replaced physical mail as a primary means of communication, but physical mail still exists and is still an excellent source of profitable communicating and advertising for many businesses. • Text messaging has replaced phone calling as a primary means of communication, but phone calling still exists and is still an excellent source of profitable communicating and advertising for many businesses. • And so on, and so on, and so on. The answer to whether you should use one WAY or another is always “Yes,” as in “Yes, you should use that in addition to what you’re doing now – not instead.” But before you go all out in using a new WAY of communicating and/or advertising, the proper approach is to “test” the new WAY. Mail out six to twelve monthly print newsletters, and track your results. Send out six to twelve ezines, and take note of your response to those. Test different layouts, content, and offers in each, to come to an intelligent conclusion as to which factors work and which don’t. Or, you could simply trust those who have invested and continue to invest tremendous amounts of time, energy, and money using certain WAYS of communicating, marketing, and advertising, follow their lead. Have you ever gotten a piece of direct mail from one of the tech giants, like Google, Amazon, Microsoft, eBay, or Facebook? All of them use that “old school” WAY in their marketing mix. In fact, direct mail accounts for over 50%, 60%, and sometimes as much as 80% of their revenue.
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That likely comes as a surprise to you and many other people. But these big corporations aren’t as susceptible to the opinions of fools as small business owners are. They know that they shouldn’t replace what works with what’s cheaper or easier or more convenient. On a similar note, the biggest piece of the advertising budgets for the online selling giants is television advertising. I’m not talking about Hulu or Netflix or YouTube – I’m talking about good old network and cable TV. In the coming Christmas season, you’ll see all kinds of television ads for Amazon, eBay, and other online sellers. If it’s good enough for the companies that operate online, who are speaking loudly and clearly with their advertising dollars, that’s a pretty good sign that the “old” WAYS are still working today, and that you should pay attention when you plan your own marketing and advertising campaigns for your business. And from now on, maybe you too will consider adding new WAYS to your advertising and marketing mix instead of looking to replace what’s working with the never-ending stream of shiny, new objects, even when someone tries to convince you to give one up in favor of another.
To find out more about Steve Sipress and how he can help you have more fun and make more money with your business, see the Inside Cover Page. To get new moneymaking strategies and tips from Steve and other top business-building experts from around the world, go to:
RhinoDaily.com or LessonsLearnedFromDonaldTrump.com
MANNY’S BLOG
December 2017
ROLL OVER AND PLAY SANTA This year I am finally getting to fulfill a lifelong dream: I am donning the white beard and red suit and playing Santa Claus.
instance, my smart-aleck assistant might go around singing, “He sees you when you’re sleeping/He knows when you’re running a can opener…”
I am available for office parties, department store promotions, and other festive occasions; but I am especially happy to entertain underprivileged children. Of course, that’s a broad category, “underprivileged,” meaning “Those who have not yet had the pleasure of meeting Manny.”
Some kids might get suspicious when I try sitting in their laps, but I have the explanation of jet lag from my flight down from the North Pole.
I am following in the footsteps of my cousin Ralph, who did the Kris Kringle routine last year. Ralph is a real ham and didn’t quite grasp the concept of “always leave them wanting more.” I think I can stop with bringing joy and laughter to the youngsters, instead of joy and laughter and ringworm. I had to learn the hard way not to trust my dyslexic assistant to go shopping for my Santa costume. I put on what he brought to my first appearance; but believe me, cloven hooves and a pitchfork sort of clash with jingle bells and fake icicles. At least that one little boy never batted an eye and got into the spirit of things. (“I want a BB gun and roller-skates, and could you condemn the class bully to eternal torment?”) Of course, I will have to get around the language barrier. My excuse is a bad case of laryngitis, so I will either have to use a human interpreter or voicesynthesizing computer software. There are a number of ways in which my cover can be blown, so I must constantly be on my guard. For
I will have to keep a watch on my bad habits. For instance, I am going to use a pillow under my Santa suit to simulate the proper girth. And I don’t need a tyke exclaiming, “Santa, why are you chewing up your stomach???” I will have to learn evasive, age-appropriate answers to the youngsters’ questions, such as “Why are you asking me what I want for Christmas? Didn’t you get my Christmas wish list in the mail?” I will try to do better than cousin Ralph’s response of “Um, er, yes, but the elves needed it to roll doobies.” One of the most important rules for playing Santa Claus is stay focused and don’t break character. I had trouble with that during rehearsal, when one of my friends trotted up with the skull of a small furry creature and I unconsciously slipped into Hamlet mode. (“Alas, poor Yorick. I knew him, Horatio.”) I’ll try not to be too demanding of the kiddies. If they’ll eat all their vegetables, obey their parents, and finish their homework, we’re good. They don’t even have to leave milk with the cookies. A raised toilet lid will suffice. Oops.
Manny (full name Emanuel or “Dog With Us”) brought non-stop joy, affection, and energy into the lives of Steve and Michele Sipress for over 13 years. He also shared his wit, humor and insights with readers here every month. Thankfully, as he got on in years and knew that his time on this Earth was growing short, he poured himself into his writing, leaving many, many columns behind, so that his fans can have the continued pleasure of being entertained and enlightened by him for a long time to come. He is no longer physically with us, but his memory lives on…
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expert interview with
Steve Sims MAKING THE IMPOSSIBLE
HAPPEN
Steve Sipress: Steve Sims! I cannot believe that I have the unbelievable, awesome pleasure of having you here on The Rhino Daily Podcast! Steve Sims: Thrilled to be here, pal! Sipress: This is exciting. I talk a lot when I have guests on about “Let’s have some fun.” No – this is real. I’m sorry, all other guests before or after now, but this is going to be, without a doubt, the most fun episode of The Rhino Daily Podcast
of all time, and I assure you it isn’t because of me. Steve Sims, first of all, we know that you are the king, you are the world’s number one… There’s only one Steve Sims, who is the leader in the entire world of concierge, luxury, once-ina-lifetime, unique experience events. That’s what you’re all about. I know you, but my audience doesn’t. Can you let them know that you
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were not born in a castle with a silver platter and butlers around. How did you become – and I mean that in every sense of the word of accusing you – how did you become Mr. Luxury Concierge? How is that even possible? What planet am I on? Sims: Oh god, yeah. It’s a weird one to think it happened. I have to admit, every now and then I will be in a situation, and I will catch myself, and I will get goosebumps, and I will go,
EXPERT INTERVIEW
“Holy shit! I do expect, any minute now, someone to knock on the door and come running in and go, ‘All right, you’re gonna be arrested.” And I go, ‘For what?’ And they go, ‘For just having too much fun. You gotta stop it.’” So it does shock me as well. Sipress: So that’s why you do it! You do it because not only do you create the most fun, awesome, once-in-a-lifetime for all your clients, but that’s an awful lot of fun that you have in the process. Sims: Are you kidding? I get paid to travel the world, igniting people’s fantasies and bucket list, and they will enjoy it for two hours, but through the planning process and getting it set up and taking it down in the end, I’ll be engaged in it for three or four days. So I get paid to do all of these things. It’s the best job in the world! Sipress: What you’re saying, for people that don’t know, is that what you do with Bluefish is these once-in-alifetime experiences. I’m not kidding – these are actual once-in-a-lifetime experiences. You are getting people to go not only just backstage – people can get someone backstage at a rock concert, but no… You get them onstage at the rock concert, actually playing guitar with the band! And I’m not talking about a cover band in your local tavern. I’m talking about a real band. That’s what you do. So you’re there with the client, and you’re kind of experiencing this, too.
December 2017
I get paid to travel the world, igniting people’s fantasies and bucket list, and they will enjoy it for two hours, but through the planning process and getting it set up and taking it down in the end, I’ll be engaged in it for three or four days.
people married in the Vatican. Of course the Pope himself couldn’t be there, but it was one of the guys with the big hat and that was good enough.” But no. Married in the Vatican, by the Pope himself. Sims: Well if you’re gonna do something, do it right. Sipress: Come on. That’s crazy. Who even dreams that up? Someone actually called you and said, “That’s what I want,” and you said what you say to everybody, which is “Yes, I will make that happen?” Sims: Well, I don’t say yes to everyone... Sipress: And then you hung up the phone and said, “Holy crap! What did I get myself into?” Sims: I do say that, but I always want to know the people. The checkbook is
secondary, but I want to know who the person I’m dealing with is, and why I’m doing it. And if both of those things get me tingly, then I will send them a big, fat invoice. But it’s got to be the first two things. And then, of course, step four is the classic entrepreneur of, “Oh crap. What have I done?” But I’ve kind of gotten better at it over the years, so my wife hates it because I’ll get involved in something, and she’ll be, “But you’ve never done that before!” And I’ll be like, “I’ve never done a lot of the things I’ve done before, so this is just in line with that!” Sipress: You’re the entrepreneur’s entrepreneur, for one thing, so of course you operate without a net and do stuff you’ve never done before. But second of all, it keeps you grounded with the experience your clients are always having, because, by definition, they’ve never done any of this stuff before.
Sims: Yeah. I think Forbes did it best, and my greatest quote: Forbes actually said I was “a modern day Wizard Of Oz.” I’m the guy that’s gotten people married in the Vatican by the Pope, sang onstage with their favorite… Sipress: Hang on. Slow down. Hang on. Wait a minute. What? You got people married by the Pope? The Pope doesn’t even… He gave like three seconds to the President. You got people married, in the Vatican, by… If you said, “I got
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December 2017
EXPERT INTERVIEW
I’m constantly flying around the planet, meeting some of the business icon superstars… They’re just people that you’ll see on TV one minute, and then the following day you’re having breakfast or coffee with them... Sims: Yeah. And that’s the whole point. It keeps it spontaneous, it keeps it fun, you get to avoid becoming stale, and again, I’m living a nice life. I’m living up here in the Hollywood hills, and I don’t know if next week I’m… Well, I know next week I’m not going to be in a foreign country, but I do know in the next three weeks I am. And I’m constantly flying around the planet, meeting some of the business icon superstars… They’re just people that you’ll see on TV one minute, and then the following day you’re having breakfast or coffee with them on some frickin’ yacht in some other place in the world, because your client wanted to have breakfast with them.
people that come to me, nine times out of ten, they go, “Hey, I would like to do something around something.” And that’s where we go, “Hang on a minute. We can do this, but is that really challenging us? What if we try and do this?” I’ll give you one example, if I may… Sipress: Please. Because all I can think of is okay, they get to go on the red carpet at the Grammy’s, blah blah blah… No! You take that to 57 levels further. Sims: We had a client contact us that wanted to have an exclusive dinner in Florence. And that was the whole gamut. That was the whole tag that he gave us. In Florence, you don’t really have any kind of private restaurants. It’s not like New York or Monaco or London. So we had to create something that gave him that allure of complete exclusivity. So we actually took over an entire museum called The Accademia, that houses Michelangelo’s David, and we set up a table of six at the feet of Michelangelo’s David. And then halfway
Sipress: And, I cannot emphasize more, you’re getting paid to do it! Sims: Yeah! There is that bit! Sipress: Come on now. Wait a minute. I gotta rethink my entire life! What am I doing? You gotta be kidding me. I have fun, I love what I’m doing. But holy cramole, you are doing unbelievable things that .000000000-half a percent of the world will ever even imagine, and you’re constantly just regularly doing this stuff! Sims: The other good thing is, most of my clients aren’t even imagining it. The
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through dinner, we had Andrea Bocelli come in and serendade them. Sipress: Oh my… Come on now! The only possible thing that could make that more ridiculous is if you had David come to life himself and look down and go, “Pass the bread, please.” Sims: “Pass the hors d’oeuvres.” Yes! Sipress: Or he would look down and go, “I’m a little under-dressed for the occasion.” So geez. That’s what I could do. I could just say, “Well, I kind of like surfing.” And you would go, “Okay. I’m gonna have you surf the greatest Barrier Reef or whatever, with Duke Kahanamoku himself.” Sims: That’s the whole point. We’re there to see how far we can go, and really push the boundaries. Sipress: What a fun thing! But let me
EXPERT INTERVIEW
back up now. Let’s go back to how did this… How did you get involved in this? Don’t tell me you woke up one day and said, “I know what I want to do for a living. This is what I want to do.” And you just started doing it. Sims: Well, Steve, you’ve met me, so you know I’m one degree above a blunt instrument. My family were construction workers in London, so naturally I went into the construction firm after I left school at the age of 16. Did not go to college, lived what I felt at the time was a very poor life just outside London. As I kind of grew, I just knew that I didn’t want to be a bricklayer. My uncle was a bricklayer, my cousins, my granddad, so I just did other things. Being 230 pounds of ugly, door work was very easy for me, ‘cause I was the big, ugly guy who would go, “No.” Sipress: I can attest for all of our listeners, that that would definitely convince me not to whatever the heck I thought I was going to do. Sims: A friend of mine was working in a banking firm in London, and was being transferred to Hong Kong, because there was a lot of ex-patriots going over there. And from London I borrowed my Dad’s suit, I walked in with nothing to lose, and interviewed for this job in Hong Kong. Now I can’t exactly say that my resume was accurate during that interview. To say that there was a few little white lies that come out was an understatement. But they actually were recruiting about 200 people to go over to Hong Kong, so I think they were more in it for the numbers game. And I somehow slipped through the net. And I landed on a Saturday in Hong Kong about two weeks later. I partied with them on the Saturday, partied with them on the Sunday, did the orientation on the Monday, and I was fired on the Tuesday. So they realized that I actually knew nothing…
Sims: So then I thought, “Well, I’m in Hong Kong. Further than I was…
December 2017
Sipress: And they’re not paying attention to guys with sticks in Hong Kong, which tells me they have 47 degrees that make Bruce Lee look like a fool, and they have sticks, and someone’s not going to pay attention to them?
Sipress: You got a free trip! Sims: I got a free trip. I’m now stuck here in Hong Kong. My girlfriend/wife is now in England. What next? So I did what God created me for: I started working on the door for Hong Kong night clubs. Sipress: That makes sense. I’m sitting here thinking how are you going to walk around getting a bricklayer job? You’re way ahead of me. You’re like, “I’m going to go be a bouncer!” Sims: Yeah. Well I was at a bar actually, drinking my solos, just trying to work out how I was kind of going to get on, and the lady that owned the club actually came up to me, and she said, “Look, do you do door work?” And I went, “Yeah, what do you need?” And she was like, “There’s a bunch of boys over there, and they’re not paying attention to our guys.” And bear it in mind: The guys in Hong Kong, they didn’t mess around. They came over with sticks. You weren’t getting thrown out of a club – you were lucky if you were seen a few days later.
Sims: These guys were obviously smaller, but hard as nails. Which you got the guys with a couple of beers in them, that would look at these guys and go, “Yeah, I can take ‘em.” They were idiots! So I never got into any action over there. I would literally just be the guy who would walk up and go, “Look guys, here’s the deal: Pay your bar tab, leave, be polite in doing so, or a bunch of guys are going to come out of there, and you ain’t gonna see Tuesday. So I don’t want to say how it should go, but I’m suggesting you ought to go for option number one. Anyway, your call. Let’s see how it plays out.” And I would just walk away. Sipress: I would say, the owner of that club, when she asked you the question, that was the very definition of “Yes, I do door work. And I do it the Steve Sims way.” As with everything you do. To listen to the complete interview, go to: SteveSipress.com/magazine
Steve Sims is the creator of Bluefish, the internationally famous company that makes oncein-a-lifetime events happen for the rich and famous, and the author of Bluefishing: The Art Of Making Things Happen, where he reveals to the rest of us his trade secrets for making things happen. Steve makes the impossible possible. With his help and expertise, his clients’ fantasies and wildest dreams come true. Connect with Steve by going to:
SteveDSims.com
Sipress: You really are an entrepreneur! Unemployable!
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What Does Exponential Growth Feel Like If you have a child or younger brother or sister, consider giving them the following choice: Option #1: Offer them $1 a day for the next 30 days. Option #2: Offer them a penny on the first day, two cents on the second day, four cents on the third day, and so on. Chances are, they take the first option. $30 isn’t bad for zero work. But if they took the second offer, what started out with a penny would result in $10 million on the final day. Now we’re talking!
By Peter Diamandis We are local and linear thinkers in a global and exponential world. Our biggest challenge as entrepreneurs is to retrain our linear brains and project exponentially. This isn’t easy… but it directly affects your ability to do big, bold things.
Here’s what exponential growth actually looks like, and the radical power it can have... Our brain is excellent at extrapolating linearly.
It’s probably worth memorizing the following:
It’s easy to predict where you’ll end up after 30 linear steps (30 meters away). But if I asked you to predict where you’ll be in 30 exponential steps — where an exponential is a simple doubling... 1, 2, 4, 8, 16, 32, and so on — it gets harder.
•
In 30 exponential steps you’ll be a billion meters away – put differently, you’ll circumnavigate the Earth 26 times! Predicting exponential growth is not intuitive.
•
•
Double something 10 times, you get ~1,000x Double something 20 times, you get ~1 million-fold increase Double something 30 times, you get ~1 billion-fold increase
Entrepreneurs who understand the power of exponential growth, and can hop onto an exponential growth curve, can benefit significantly where others do not. Let’s close with a fun experiment…
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Remember these numbers and how vital it is to recognize exponential growth. The same forces that enabled the fall of Kodak and the rise of Facebook can also lead to your next billion-dollar opportunity.
Recently named one of the “Top 50 World Leaders” by Fortune Magazine, Dr. Peter H. Diamandis is an international pioneer in the fields of innovation, incentive competitions and commercial space. In the field of Innovation, Diamandis is Chairman and CEO of the X PRIZE Foundation, best known for its $10 million Ansari X PRIZE for private spaceflight.Today the X PRIZE leads the world in designing and operating large-scale global competitions to solve market failures. hink. Sign up for Peter’s video and email blogs at: www.Diamandis.com
Steve Sipress The WOW Strategy™ Creator
To find out if The WOW! Strategy™ Results Group could be right for you, go to:
www.SteveSipress.com/results
Jon Bockman Sycamore, IL
“Steve is all business. He is an unbelievably smart, brilliant, brilliant man. I can't say enough about him. Steve has put probably more, I would say, thousands, and thousands, and thousands of dollars... I mean, I probably can't even put a true figure on it, because it keeps coming back, and keeps coming back, just more and more money all the time.”
“One suggestion that Steve gave me, well, without question, put $300,000 more in my bank account. And we are going to be using it forever. This is not a one-time deal. We’re going to be using this idea that Steve helped us with... and we’ll be using it until it doesn't keep working like it is. And so, the value over time could literally be way over even the $300,000 number.”
Mary Forte Bensenville, IL
Keith Lee Seattle, WA
“He's helped me learn how to market my business, and today I can say that we're more successful than we've ever been… I needed to learn how to market the business better to create more revenue, and that's what Steve has helped me with. The financial difference is considerable. We've probably close to doubled our revenues. We're on track now to do another close to $500,000 more than we did last year. So that's awesome. I do owe all of that to Steve.” www.SteveSipress.com I RHINO MONTHLY
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RHINO MONTHLY Volume V Number 12 | December 2017
www.SteveSipress.com/magazine
CONTENTS:
1
I Live In An AND World – Not An OR World
3
Roll Over And Play Santa
By Steve Sipress
8
What Does Exponen�al Growth Feel Like By Peter Diamandis
Manny’s Blog
4
INTERVIEW WITH
Steve Sims Making The Impossible Happen Publisher Steve Sipress Successful Selling Systems, Inc. 20701 N Sco�sdale Rd Ste 107-509 Sco�sdale AZ 85255 (p) 773-236-8134 (f ) 847-232-1535 Ques�ons? Comments? Sugges�ons?
w w w.AskSteveSipress.com
Layout & Design Bobbie Miltcheva www.33graffics.com
Publisher’s No�ce: Copyright 2017 Successful Selling Systems, Inc. All rights reserved. Reproduc�on of any part of this work beyond that permi�ed by Sec�on 107 or 108 of the 1976 U.S. Copyright Act without permission of the copyright owner is unlawful. Neither the author nor the publisher make any express or implied warran�es concerning the legal or ethical appropriateness of any of the marke�ng documents, materials or instruc�ons in or enclosed with the magazine and/or your use of the same. If in doubt about the appropriateness or legality of any materials or instruc�ons, you should obtain competent guidance, just as you would with any marke�ng documents, materials or marke�ng plans you have develop ed or would develop on your own. In the interests of disclosure, we want to b e op en ab out how we may, from time to time, make money from this mag azine. Certain third-party links contained in this magazine may be affiliate links for which we get paid a commission if you buy the product or service through the affiliate link.