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Reuters - U.S. Secretary of State Condoleezza Rice said on Thursday she would press Iraq's Arab neighbors hard next week to do more to support Baghdad's government and shield it from Iran's "nefarious influences."

Sorry to be bugging you on your day off, but after youve been to church, had lunch with the family or been out golfing, return with me to your den and take a moment to look at your ad. In review, until now, Ive had you create a more effective headline, sub-head, photo, body text, and made you consider your ad size, placement, and type of customer you are targeting. So, what could possibly be so important that I would bother you on a Sunday afternoon? Well, its just this very important thing you have to do to measure your ad if you dont want to waste your money. Its called tracking.

Even if all the elements are in place, you have to know if the ad is getting you the results you hoped for. This is especially crucial if you have other forms of advertising. Suppose you have newspaper, direct mail, and Yellow Pages. When the customer calls in, how do you know which of the media is working? Or, if you have several YP ads, which is the one carrying its weight? There are many ways to track the results, beginning with the ad itself. You could place a special phone number in the ad that isnt listed anywhere else. When that line rings, its from a specific ad. Or place a line of copy that says, Ask for Fred for a discount. In another ad, it says, Ask for Bob.

If the ad is already in the book, jot down every page number with the various ads and have the person answering your phone ask for that number at the end of the call. Then have a notepad next to each phone and tally the results weekly or monthly. Of course, you have to train each employee to ask for that number. But its important to know how many calls come directly from your YP ad to gauge the effectiveness. Anyway, its a day of rest but I just wanted you to be thinking of ways to insure that your program is a success.

Speaking of success, you may want to learn about all the other vital elements to your ad. Right about now, you also might also be asking yourself how I know so much about directory advertising.

Well, I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. Ive been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. You must also understand the ROI or return on investment and learn how to track the results as well.

So consider getting some expert advice before you place your next ad. If you want to more detailed instruction on all the inside secrets to better YP marketing, then please visit my website listed below.

Jeffrey Hausers latest book is, "Inside the Yellow Pages, which can be viewed at http://www.poweradbook.com

He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

posted by ma31592  # 10:43 PM 0 comments

The rate of foreclosures and the potential profits they offer to investors mean that they are likely to remain a popular real estate strategy for the foreseeable future. But theres an old saying, the devil is in the detailsmeaning that even the largest project depends on the success of its smallest components, a fact that is certainly true when it comes to foreclosure investing. One of those details you need to understand and keep in mind is the right of redemption.

The right of redemption is the right of a property owner to redeem his or her real estate from foreclosure by paying the lender the outstanding principal and interest due, plus the lenders costs in foreclosure, or to redeem foreclosed real property from whoever purchased it at the foreclosure sale. The specifics, such as how long the owner has after the property goes to auction, exactly what has to be paid, and even what the process is called, will vary by state.

There are two key reasons why a foreclosure investor needs to be familiar with the right of redemption. One is that you need to know when you buy a property at auction whether or not the owner can get the property back if he somehow comes up with sufficient funds (typically the outstanding balance, accrued interest, late fees and costs). The second is that you may be able to buy the redemption rights whether or not you actually buy the property.

Protecting your investment

In states that provide the right of redemption after the foreclosure auction, you want to be sure youre not going to be faced with a situation where you buy the property, spend time and money fixing it up and putting it on the market, then have the owner (or another investor who has purchased the redemption rights) take the property and your potential profits away from you.

The redemption period is set by state law and typically ends at some point before the sale or up to a year after the sale. If the redemption period in your state ends before or at the sale and you buy the property at auction, this shouldnt be an issue. But if the owner has weeks, months, or even up to a year or more after the auction to redeem the property, you have a level of uncertainty that most investors would find unacceptable. Most people who lose a house in foreclosure arent likely to have the means to redeem it later, but circumstances can change and financial windfalls do happen. Also, because most of the secondary liens are wiped out with the foreclosure, its possible that the owner could put himself in a better financial position by waiting until after the foreclosure to redeem the property rather than trying to pay those debts and stop the foreclosure.

The solution is, when possible, to buy the redemption rights from the owner, either shortly before or shortly after you purchase the property at auction, at a price you are free to negotiate. Typically redemption rights are sold for amounts ranging from a few hundred to a few thousand dollars. In most cases, an owner facing foreclosure who sees no realistic way to either avoid the foreclosure or recover the property afterward will be happy to sell rights he never expects to use.

Acquire property through redemption rights

Another strategy to consider is to use redemption rights as a way to purchase property after foreclosure. The potential effectiveness of this technique will depend on state lawthe redemption period needs to extend beyond the foreclosure salebut this is how it might work: The redemption price is determined by a statutory formula and may be less than the propertys fair market value or the total preforeclosure debt on the property. Lets say the fair market value of the property is $300,000. The property has a first mortgage of $200,000, a second mortgage of $90,000, and a mechanics lien for $25,000. The lender in the first mortgage position is foreclosing. At foreclosure, the second mortgage and mechanics lien may be wiped out. The person holding the right of redemption could exercise that right after the foreclosure sale and pay the redemption price, which would likely be $200,000 plus interest, late fees, and costs. Even if the interest, fees, and costs totaled $25,000 to $30,000, the purchaser is getting the property for far less than fair market value.

If youre going to use this strategy, its a good idea to have your financing in place and have any title issues resolved before exercising the redemption right.

To get more information on the laws regarding the right of redemption in your state, start by calling your county courthouse and talking to someone who handles foreclosures.

Jacquelyn Lynn ( http://www.jacquelynlynn.com ) is a business writer based in Orlando, Florida, and the author of Entrepreneurs Almanac, Make Big Profits on eBay (with Charlene Davis) and Online Shoppers Survival Guide. For more information about foreclosure investing, visit http://teachmeforeclosure.com

posted by ma31592  # 10:28 AM 0 comments