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NO B.S. Direct Marketing 65CHAPTER 4 / NO FREELOADERS ALLOWEDthat the station switchboard lit up, but this was before the Internet so everything happened through the mail, and it took a week before we saw the result. He was on, on June 30th. On July 6th, the mail truck pulls up, and the mailman brings in three canvas sacks. 12,000 ENVELOPES%u0003WITH%u0003DOLLARS%u0003IN%u0003THEM%u000e%u00037E%u0003SENT%u0003OUT%u0003A%u0003mYER%u0003SELLING%u0003JUICERS%u0003with those recipes and that%u2019s what started this business. We used that strategy, got Jay on show after show after show. We also started USING%u0003THOSE%u0003INTERVIEWS%u000c%u0003THEN%u0003OUR%u0003lRST%u0003INFOMERCIAL%u0003TO%u0003GET%u0003PEOPLE%u0003TO%u0003come to free health seminars, where Jay would sell from the stage to hundreds and hundreds of people at a time.DAN: Let%u2019s be sure everybody gets that there is architecture here that does not go out of date. This doesn%u2019t have an expire date on it.RICK: This model still works, although we get to add the Internet, we have more marketing tools%u2014but Direct Marketing from more than 25 years ago with The Juiceman and the Direct Marketing we%u2019re applying to our latest projects is the same.DAN: The next question goes to Message. Many businesspeople think that their products, services or businesses are ordinary, they complain about commoditization and competition, and they just can%u2019t see how what you%u2019ve done and do, how what they see with products sold direct in infomercials, in direct-mail packages, applies to them. When you think about, basically, a blender, a countertop grill, a toothbrush, it%u2019s hard to be more ordinary than these products, yet you take them to Direct Marketing, and turn them into multi-million dollar brands, and move them successfully to retail where they sell off the shelf. Let%u2019s talk a bit about this turning the ordinary into something very saleable and very excitingto the public%u2014and let me emphasize the requirement of making