| Here’s
the secret of ...
"How
To Avoid The
Pain & Discomfort
Of Product Development"
...yet
still be able to earn a good income as an
Independent Publisher of information and software.
Dear Friend,
One of the
most difficult and time consuming tasks in the information
publishing business is having to continually create
new products to sell. Coming up with good products is
hard work, and unless you have the tools and time to
develop them yourself, it’s easy to keep putting it
off until "someday".
Well, my
friend, we all know "someday" usually never comes.
The biggest
problem most information publishers face is this: unless
you develop the products yourself, you don’t own them.
And when you don’t own the product, you usually end
up having to pay someone else a huge chunk of your profits
each time you sell their product.
In most businesses,
this is the norm. You buy products from someone else
at wholesale, and then you sell them at retail, hoping
to survive on the margin. Unfortunately, the markup
is generally 50% or less. Which means if you buy something
at $10 wholesale, you’ll generally sell it for $15,
and try to survive on the $5 you get to keep ... which
is not easily done.
Of course,
all the marketing costs, overhead, and taxes come out
of your slice of the pie, not the wholesaler’s.
Now this
system works fine if you’re a big company like Wal-Mart,
where you average a billion dollars in sales each week.
If you also average a 25% margin, you have up to $250
million a week in potential profit. And that’s enough
to keep the babies fed.
But most
of us don’t have sales figures that come anywhere near
Wal-Mart’s. And most of us in the publishing business
don’t want to give up 75% of each sale to a wholesaler.
That’s why you want to work so hard to develop your
own products...so you can keep all the profits yourself.
Consider
the advantages of being able to bypass the wholesaler.
If you sell $1,000 worth of products purchased from
a wholesaler, you might get to keep $250, at best. The
rest goes back to the wholesaler. But when you sell
$1,000 of products you own outright…
you
keep all the profit!!!
Being able
to keep all the profit yourself quickly adds up in your
favor. When you sell $2,000 of products you own, you
get to keep all $2,000. But to be able to keep $2,000
in a wholesale arrangement, you would have to sell $8,000
in products ... four times as much!
Of course,
the actual amount of sales needed to match wholesale
versus outright ownership depends on the wholesale pricing
arrangements, but you get the general idea. It’s much
easier to make a good living when you get to keep all
the profit yourself!
But to be
able to do that, to be able to keep the entire profit
...
you
must own the product!
And that’s
the problem. In most cases, owning the rights to reproduce
a product means you must first develop it. And developing
products can be a very time-intensive process. Unfortunately,
most would-be entrepreneurs simply don’t have the time
to develop their own products (and as a result, they
miss out on the huge advantage of selling products they
own).
Even people
who do have time to develop a product quickly discover
that it usually takes more than one or two products
to be successful. Customers love being able to buy packages,
combinations of products and premiums, and they love
to get FREE gifts. And if that’s what they want, then
that’s what you have to offer them ... more than one
product at a time!
In our own
business, you may have noticed that we almost never
offer a single product. Instead, we create great packages
filled with books, CD-ROMs, and other interesting premiums.
We know that by doing so, we greatly increase the "perceived
value" of the product, and therefore end up with many
more sales.
In addition,
by adding premiums to our packages, we create a better
"OBE" or Out of Box Experience. The "OBE"
is the reaction your customers have when they open a
package from you. And the "OBE" has a tremendous influence
on whether your customer will value the product or be
disappointed with it (which leads to product returns
and payment refunds).
For that
reason, it is important to be aware of, and continually
trying to improve, the "OBE" of the products you sell.
This can best be accomplished by making sure the customer
is impressed by the box the product is packaged in,
as well as its contents.
To achieve
the highest "OBE", you’ll want to have a professional-looking
shipping label on the outside of the box, and on the
inside, a warm cover letter thanking the customer for
the order, a printed invoice with all the ordered items
listed, and, of course, the product and premiums in
good condition and packaged well.
If you get
the "OBE" right, you’ll have a happy customer, one who
will value the product, appreciate your professionalism,
and be happy to do business with you again. But if you
get the "OBE" wrong, you run the risk of having a disappointed
customer who will return the product, demanding a refund.
(Also one likely to tell his friends about the bad
experience he had with your company.)
Our
Own Approach To A Great "OBE"
Now that
we know the value of doing it, we spend a lot of time
and effort trying to achieve a great "Out of Box Experience"
for our customers. If you’ve ordered anything from us
lately, you probably have a good idea of how we do this
...
by
creating a professional looking package
and including unexpected bonuses!
And, we enhance
the value of the products we deliver by including a
copy of a remarkable new book titled, "301 Direct
Mail Tips, Techniques & Secrets," plus one of our
most popular CDs, "593 Business Letters."
This seems
to create an exceptional "OBE" and has resulted in many,
many repeat orders.
Now,
You Can Do It Too!
As you may
know, we occasionally offer reprint and duplication
rights to books, CD-ROMs, and video tapes we produce.
People who acquire the rights receive all the benefits
of product ownership (the ability to make and sell as
many copies as they like), without being burdened by
development efforts or ongoing wholesale pricing arrangements.
Owning the
reprint rights to one of our books, videos, or software
packages allows you to do what you want with the product
... sell it by itself, package it with other products,
add it to your catalog, sell it on your website, even
give it away as a premium to attract new customers.
The only restriction is that you cannot resell the duplication
rights to others.
Anyway, I’ve
decided to make the reprint and duplication rights available
to a few of our most popular products in a very special
package. This special package includes:
- Reprint
and Duplication Rights to the newly revised "301 Direct
Mail Tips, Techniques & Secrets". This latest
version of this highly rated book (written by Bill
Myers) is 190 pages long, is professionally printed
and bound, and is an ideal product for the income
opportunity or business market.
In this latest printing, we have removed the price
(so you can price it as you choose), and have removed
all the ads for our products. This is one of the most
popular books ever developed by Bill Myers, and now
you can own reprint rights to it! The reprint rights
allow you to reprint and sell the book as your own,
and keep all the profits for yourself.
We provide you with a camera-ready master copy (which
you can take to your printer), a 3.5 inch diskette
master (in Pagemaker format), and 20 copies of the
book as a starting inventory. This is truly the quickest
and easiest way for you to get into the profitable
book publishing business! (We’ve found the best
selling price for this book to be $29.95)
- You
get Reprint Rights to a 4-page direct mail sales letter
that sells the "301 Direct Mail Tips, Techniques &
Secrets" book for you! This sales letter was written
by a very prominent direct-response copywriter who
charges $7,500.00 to write an 8-page sales letter.
This potent letter works! We even send you the sales
letter on diskette so you won’t have to re-type it!
You can make a LOT of money mailing out this sales
letter! Remember, the "301 Direct Mail Tips, Techniques
& Secrets" book appeals to opportunity seekers
and to business owners. There are literally
hundreds of mailing lists that you can mail
this letter to.
This package also includes:
- The
Reprint and Duplication Rights to a second book, "Promoting
Your Business On The Internet." This book is the
ideal back-end product for the "301 Direct Mail Tips,
Techniques & Secrets" book. "Promoting Your Business
On The Internet" is a hands-on guide for bringing
any business to a worldwide market. It shows your
customers step-by-step how to run their business "Internet
style". You get a master copy of this book as well.
(This book easily sells for $29.95 -- but of course
you can sell it for whatever you want -- or give it
away free to enhance your customers "OBE".)
- The
Reprint and Duplication Rights to "593 Business Letters"
on diskette. We’ve taken this popular premium
item, and moved it to diskette so that it’s easy for
you to duplicate. The diskette contains everything
found on the "593 Business Letters" CD, including
over 600 letters, legal documents and forms, all of
which can be viewed and printed with the automatic
Windows/Windows 95 interface.
This diskette makes a great companion item for almost
any business related product, and costs you very little
to produce (blank diskettes cost as little as 23
cents each).
With the reprint and duplication rights, you can duplicate
and sell as many copies of this diskette as you like,
and keep all the profits for yourself. We include
the master diskette, 20 diskettes, the diskette label
master, and complete instructions for duplication.
This is a great product to offer as a FREE premium,
something everyone likes to have around ... or sell
them for $35 each (or whatever) -- it’s your
choice!
So what do
you think? A pretty good package, right? We’ve done
our best to put together products you can use right
away, in a package that will retain its value over the
long haul.
But for this
to be of any value to you, it has to be affordable.
So with that in mind, we’re making the complete package
available to you for ... $677.
That’s
right, you get ...
- Reprint
Rights to the new, 190-page "301 Direct Mail Tips,
Techniques & Secrets" book.
- Reprint
Rights to the 4-page sales letter that sells the book.
- Reprint
Rights to the "Promoting Your Business On The Internet"
book.
- Reprint
Rights to "593 Business Letters" (a Windows/Windows
95 diskette).
- 20 copies
of the "301 Direct Mail Tips, Techniques & Secrets"
book.
- 20 copies
of "593 Business Letters" on diskette
- Master
copies of everything!
...
all for a one time investment of only $677!!!
You can use
your VISA, MasterCard, American Express, or Discover
card. And for your convenience, you can make two
easy payments of $338.50 spread 30 days apart.
If you’ve
been looking for products and premiums you can sell
and keep 100% of the profit, you won’t find any better
than these. Plus, you’ll get the software you need to
track all your orders and automatically print professional
looking invoices and shipping labels sure to impress
your customers.
You can
use your VISA, MasterCard, American Express, or Discover
card to order from our secure order page (see below).
Or, pick up the phone and call our Order Line at: 800-477-1739
and place your order. Or fill out our Printer
Friendly No-Risk Order Coupon and FAX it to: 904-720-0651,
or mail it in.
We only have
19 of these packages in stock, so if you’re interested,
don’t delay.
Sincerely,
Michael Gravette
Safety Technology
P.S. One
secret to long term success in the publishing business
is being able to develop or acquire enough products
so you always have something in your product line to
appeal to customers who view your catalog or website.
Sometimes it’s slow getting started, but by adding three
or four new products a year, you can develop a good
product line in a relatively short period of time. (That’s
what we’ve done.)
If you have
any questions, please e-mail me at: mike@directmarketingtraining.com
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