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The
Ten
Gol
den
Rul
es o
f O
nlin
e M
arke
ting
Pres
ente
d to
Th
e Am
eric
an M
arke
ting
Asso
ciat
ion
and
The
Dire
ct M
arke
ting
Asso
ciat
ion
May
20,
200
4
Jay
Berk
owitz
jay@
teng
olde
nrul
es.c
om56
1-71
6-13
34
The
Inte
rnet
is o
n Fi
re�
agai
n
�O
nlin
e re
tail
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h $6
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ntur
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ings
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ecor
d 60
milli
on d
omai
n na
mes
regi
ster
ed in
200
3 M
onik
er.c
om
Rul
e #1
-Th
ere
are
no �r
ules
�
�Bl
ock
ever
ythi
ng y
ou �k
now
� abo
ut
mar
ketin
g�
Test
, tes
t and
test
aga
in�
Appl
ies
for s
ite d
esig
n, b
anne
rs, s
earc
h,
emai
l, pr
icin
g �
Appl
y di
rect
mar
ketin
g pr
actic
es�
40:4
0:20
rule
�Id
entif
y �c
ontro
l� �
Ther
e ar
e no
bad
idea
s
Way
back
Mac
hine
Oct
ober
200
0
June
200
3
Nov
embe
r 17,
200
3
Janu
ary
2004
April
200
4
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
on.
Step
1:
Wha
t is
a cu
stom
er w
orth
?LT
V �
Life
Tim
e Va
lue
Anal
ysis
Life
Tim
e Va
lue
Anal
ysis
CPA
�C
ost P
er A
cqui
sitio
n
CPA
�C
ost P
er A
cqui
sitio
n
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
on.
Step
1:
Wha
t is
a cu
stom
er w
orth
?LT
V �
Life
Tim
e Va
lue
Anal
ysis
Step
2:
Wha
t doe
s it
cost
to a
cqui
re a
cu
stom
er?
CPA
�C
ost P
er A
cqui
sitio
n
Step
3:
Mak
e su
re c
usto
mer
s ca
n fin
d yo
u:�S
earc
h is
the
new
Prim
e Ti
me�
Ten
Gol
den
Tips
for S
EO�S
earc
h En
gine
Opt
imiz
atio
n�Ev
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
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arch
�key
wor
ds� o
n G
oogl
e (M
SN, Y
ahoo
and
AO
L)
Free
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rch
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atur
al� o
r �O
rgan
ic�
Pay-
Per-C
lick
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ch
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d Ad
verti
sing
�
Ten
Gol
den
Tips
for S
EO�S
earc
h En
gine
Opt
imiz
atio
n�Ev
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
�Se
arch
�key
wor
ds� o
n G
oogl
e (M
SN, Y
ahoo
and
AO
L)
�G
oogl
e Pa
ge R
ank
http
://to
olba
r.goo
gle.
com
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link
from
pag
e A
to p
age
B is
a v
ote
for p
age
B.�
Vote
s ca
st b
y "im
porta
nt" p
ages
wei
gh m
ore
heav
ily
�R
elev
ant p
ages
wei
gh m
ore
heav
ily
Page
Ran
k up
to
6/10
!
Ten
Gol
den
Tips
for S
EO�S
earc
h En
gine
Opt
imiz
atio
n�Ev
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
�Se
arch
�key
wor
ds� o
n G
oogl
e (M
SN, Y
ahoo
and
AO
L)�
Goo
gle
Page
Ran
k h
ttp://
tool
bar.g
oogl
e.co
m�
A lin
k fro
m p
age
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pag
e B
is a
vot
e fo
r pag
e B.
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tes
cast
by
"impo
rtant
" pag
es w
eigh
mor
e he
avily
�
Rel
evan
t pag
es w
eigh
mor
e he
avily
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exa.
com
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a.co
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anki
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ased
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Rel
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Lin
ks
Alex
a Sc
ore
363,
757
Ten
Gol
den
Tips
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EO
Eval
uatio
n1.
Find
out
Whe
re Y
ou s
tand
2.
Use
Fre
e to
ols
to e
valu
ate
your
site
/key
wor
ds:
ww
w.g
loba
lpro
mot
er.c
om3.
Hav
e a
stro
ng T
itle
Tag
and
Des
crip
tion
usin
g m
ost r
elev
ant k
eyw
ords
Ove
r 120
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s ea
ch m
onth
incl
ude
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term
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rida
Mor
tgag
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tiply
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r all
sear
ch e
ngin
es).
Keyw
ord
Sugg
estio
n To
olw
ww
.glo
balp
rom
oter
.com
Goo
gle
Keyw
ord
Tool
http
s://a
dwor
ds.g
oogl
e.co
m/s
elec
t/mai
n?cm
d=Ke
ywor
dSan
dbox
Ten
Gol
den
Tips
for S
EOEv
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
Add
�Alt
Text
� to
imag
es
Ten
Gol
den
Tips
for S
EOEv
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
5.
Use
�Alt
text
� tab
on
phot
os6.
Trad
e lin
ks fr
om y
our s
ite w
ith o
ther
rele
vant
, ran
ked
site
s (c
reat
e a
vote
from
site
B fo
r you
r site
)
Page
Ran
k 5/
10Al
exa
Scor
e 1,
095,
556
Ten
Gol
den
Tips
for S
EOEv
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
5.
Use
�Alt
text
� tab
on
phot
os6.
Trad
e lin
ks fr
om y
our s
ite w
ith o
ther
rele
vant
, ran
ked
site
s7.
Use
free
sub
mis
sion
tool
s -G
oogl
e �S
ubm
it a
Site
�, Ya
hoo
�Sug
gest
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ite�
Paid
Opt
imiz
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n8.
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usio
n/Pa
id L
istin
gs9.
XML
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s10
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y Pe
r Clic
k/Pa
y Fo
r Per
form
ance
$100
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gle
Ad W
ords
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dit
http
s://a
dwor
ds.g
oogl
e.co
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elec
t
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reat
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2 S
elec
t Key
wor
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3 R
evie
w P
roje
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Cos
t
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djus
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ost
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ccou
nt S
et U
p
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5 R
evie
w C
ampa
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6 M
onito
r Cam
paig
n Pe
rform
ance
Rul
e #3
-C
reat
e a
UVP
Cre
ate
a U
niqu
e Va
lue
Prop
ositi
on, a
(FR
EE) t
ool t
o en
gage
con
sum
ers
in a
n in
tera
ctiv
e re
latio
nshi
p w
ith y
ou:
extre
meh
allo
wee
n.co
mC
reat
e a
�UVP
� Win
A P
lasm
a TV
Top
150
Cos
tum
es
Rul
e #4
If y
ou b
uild
it�
th
ey w
on�t
just
com
e-C
lass
ic m
ista
ke th
at k
illed
dot.c
oms
-Pus
h, p
ull a
nd d
rive
cons
umer
s to
you
r site
.�
Bann
ers
do w
ork
�R
ich
med
ia is
hot
�Se
arch
Eng
ine
Opt
imiz
atio
n �
Affil
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Mar
ketin
g�
Partn
er M
arke
ting
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tegr
ated
Mar
ketin
g
Rul
e #5
Sub
scrip
tion
Mod
els
Surv
ive
1..
�31
Milli
on re
gist
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000
per d
ay!
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7 M
illion
Pay
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mem
bers
, $42
Ann
ually
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milli
on p
rofil
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800K
pai
d, $
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illion
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oved
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ept.
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milli
on s
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e #6
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r the
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r P�s
�an
d th
e 4
R�s
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ice
�Te
st, n
iche
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less
than
offl
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free
plu
s pa
id�
Plac
e�
Sear
ch O
ptim
izat
ion,
affi
liate
s, p
artn
ers,
exc
lusi
ve c
onte
nt,
cont
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lace
men
ts, l
ink
trade
s �
Prom
otio
n�
FREE
wor
ks o
nlin
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WIN
wor
ks o
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N5R
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test
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ls!
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e #6
Rem
embe
r the
Fou
r P�s
�an
d th
e 4
R�s
Dr.
Rus
sell
Abra
tt, N
ova
Uni
vers
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rele
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oods
and
Ser
vice
s4
R�s
for K
now
ledg
e Pr
oduc
ts
�R
elat
ions
hip
Mar
ketin
g�
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t, in
terd
epen
denc
e�
Rec
omm
enda
tions
and
Ref
eren
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ord
of m
outh
, onl
ine
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ews,
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ecov
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isk
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agem
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uara
ntee
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arks
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ealiz
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form
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anag
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pect
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re p
erfo
rman
ce, a
war
ds
Rul
e #7
Use
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Rig
ht T
actic
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ere
is n
o si
lver
bul
let
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nder
stan
d th
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ediu
m�
Paid
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rch
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ail w
ork
for a
cqui
sitio
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New
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gre
at to
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for o
ngoi
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mun
icat
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and
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tions
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build
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�R
ich
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gre
at fo
r bra
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Bann
ers
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e #8
Tru
st is
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den
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licy
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m�
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law
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org
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Add
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Rul
e #9
The
Bes
t Nev
er R
est
1.G
reat
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ine
Mar
kete
rs (a
nd D
irect
mar
kete
rs) a
re
cons
tant
ly te
stin
g, n
ever
set
tling
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Con
stan
t And
Nev
er E
ndin
g Im
prov
emen
t (C
ANI)
3.C
hang
e =
fresh
See
how
site
s ha
ve e
volv
ed a
t Th
e W
ay B
ack
Mac
hine
http
://w
ww
.arc
hive
.org
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usto
mer
acc
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Gol
den
Test
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Tool
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180,
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Vivi
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m2.
Opt
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3.Pr
oprie
tary
Too
l
Rul
e #9
The
Bes
t Nev
er R
est
1.G
reat
Onl
ine
Mar
kete
rs (a
nd D
irect
mar
kete
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re
cons
tant
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stin
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stan
t Nev
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ndin
g Im
prov
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nge
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re�s
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hang
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f, St
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sk Q
uest
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Ten
Tren
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hapi
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nlin
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arke
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Rul
e #1
0 Le
ad th
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1.Se
arch
, Sea
rch
and
Sear
ch2.
Con
text
ual M
arke
ting
3.So
cial
Net
wor
king
4.Bl
oggi
ng5.
Loca
lizat
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6.R
atin
g 7.
Con
vers
ion
8.R
elev
ance
9.Pe
rmis
sion
ing
10.V
iral M
arke
ting
Ten
Gol
den
Rul
es o
f O
nlin
e M
arke
ting
1.Th
ere
are
no �r
ules
�2.
The
Inte
rnet
is n
ot te
levi
sion
3.
Cre
ate
a U
VP4.
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u bu
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won
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st c
ome
5.Su
bscr
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n M
odel
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rviv
e6.
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r the
four
P�s
7.Tr
ust i
s G
olde
n8.
Use
the
right
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9.Th
e Be
st N
ever
Res
t10
.Le
ad th
e Tr
ends
Ten
Gol
den
Rul
es W
orkb
ook
On
Sale
Thi
s Su
mm
er:
http
://w
ww
.teng
olde
nrul
es.c
om
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