Page 50 - Demo

66 NO B.S. Direct MarketingSECTION 1 / FOUNDATIONwhatever you offer, sell, do exciting to the public. You just can%u2019t afford to accept the idea that your thing is doomed to be ordinary and uninteresting, can you?RICK: You have to look at products in a different way. In 1989, there were a lot of juicers being sold, but they belonged to appliance manufacturers and were being sold conventionally as kitchen appliances. The twist we put on it with Jay was to make it a health device, not a kitchen appliance. We never talked much about the blades or motor or size of container. We pushed the information booklets, the immune strengthening diet, the weight loss juice diet, anti-aging. When we brought the Sonic Care Toothbrush out, there was one other premium priced electric toothbrush sold through dentists, but there were quite a few sold to consumers for a few dollars. Sonic Care was $150.00. How to sell a $150 toothbrush? Nobody understood or cared about sonic technology. So we made our message about reversing gum disease, preventing heart disease, etc. With the George Foreman Grill, there were a lot of little grills, and it was actually, originally a taco maker%u2014it%u2019s slanted the way it is to slide the ground beef into the taco shell. Not surprisingly, it wasn%u2019t selling. We determined you could drain the fat and grease that way, and with George Foreman, made it about %u201cKnock Out The Fat.%u201d Again, a health device, not just a kitchen appliance. There have been more than 30-million George Foreman Grills sold. We believe there is always%u0003A%u0003UNIQUE%u0003BENElT%u000eDAN: This is one of the differences between the way most businesspeople and marketers think versus the way we direct marketers think. They look to the product and its features for BENElTS%u0003TO%u0003TALK%u0003ABOUT%u000e%u00037E%u0003WANT%u0003TO%u0003BE%u0003STORYTELLERS%u000e%u00037E%u0003LOOK%u0003FOR%u0003THE%u0003HIDDEN%u0003BENElT%u000c%u0003FOR%u0003THE%u0003BENElT%u0003THAT%u0003MATCHES%u0003UP%u0003WITH%u0003CONSUMERS%u0007%u0003LIFE%u0003issues and interests.