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in this issue
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Dear Reader,
In order to thoroughly understand what this issue is
about please refer to the last two issues (14 & 15) at
the www.klondikemarketing.com website under the
newsletter MEDIA section. Sun Tzu's "Art of War"
discusses a particular battle ground called ground of
intersecting highways which is "ground that forms the
key to three contiguous states, so that he who
occupies it first has most of the empire at his
command."
It is interesting that Sun Tzu considers the
number "three" as the key to controlling the battle
because in the case of media this same number applies:
the media buyer has tested past media to the extent
that a consistent pattern has emerged, and the
present media is supporting a successful/profitable
advertising exposure, and a future media expenditure is
relatively low risk and profit producing due to past and
present successes.
Commanding The Empire
In the case of media the "states" are those of the past-
present-and future media expenditures, and it is the
combination of these factors that establish what Sun
Tzu calls ground of intersecting highways. Further it is
the marketer who first reaches this ground or media
exposure that will capture his market, or as Sun Tzu
describes it has the empire at his command.
Learn About Sun Tzu
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Stepping Onto Solid Ground |
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This is the 1st primary goal of any direct marketer in
electronic media-to reach a level of sales where the
past media has fortified their position. Present media is
consistently profitable and future media expenditures
are low risk because the market is strong, and the
information on what media to buy and where to buy it
is so reliable.
In terms of dollars I would characterize the ground of
intersecting highways to be a media expenditure of
$250,000 per week for a 4 week period (in the case of
infomercials), and $150,000 per week for a four week
period (in the case of spots like 60 or 120 seconds in
length). If the direct sales can support this kind of
activity, then you are fortifying your position to launch
a full scale battle or attack upon your market.
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The More Desperate The Better |
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Again in "the Art of War" he characterized the type of
ground to do battle on as desperate. Desperate is
ground on which we can only be saved from destruction
by fighting without delay. Ironically, in the electronic
and media marketing world once you have attained the
level of success and exposure that I described, not
only have you fortified your position but you have also
created competitors (enemies) and a popular
awareness of your product. Your enemies will start to
smell the money and opportunity you are creating. It is
imperative that you immediately seize your opportunity
or lose it.
Art Of War »
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The Battle Of Your Lifetime |
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In this electronic marketing world when you establish a
strong or fortified position due to sales and media, you
also create the situation called desperate ground-so
the stronger you become the sooner you will have to
fight. The beauty of direct sales is the daily tracking of
results and use of that knowledge. Just like a general in
battle-knowing what to do and when will assure
success.
Next Issue:Launching The Troops »
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