 |
in this issue
|
Dear Reader,
In the world of direct response media, the moment
success strikes so will your greatest challenges(refer to
the last three issues 16,15, and 14 found in the
Newsletter Section of www.klondikemarketing.com.)! In
the "Art of War by Sun Tzu" he describes the time to
attack as when the army has reached desperate
ground. There is no way out, only fight and win-or die.
The same holds true for a product that is selling
successfully. Here is your final chance to capture a
market, you are ahead of the pack, the public is crying
for your product and they are willing to buy it. Now is
the time to strike! Hesitate and you will lose favor.
Expand, and you will become the "Kingpin" of your
marketing world! There is no in-between.
Like Thieves in the Night
There are companies that exist for one single purpose:
To monitor the market, find winning products, and once
found-COPY. .
These companies have millions of financial
and marketing resources to not only steal your ideas,
but to fight you legally to protect their theft
Refer to Issues 16,15, &14
|
|
The Golden Moment |
|
Then there is the timing issue. Timing is everything
(Refer to newsletter Issue 12 @
www.klondikemarketing.com)! Falling short of getting
into a mystical discussion, suffice it to say if the "sun is
shining on you," then do everything to take advantage
of those fleeting moments-because the blessings a
fickle public will give you today can dissolve tomorrow.
There is no faster and more effective way to sell,
market and ultimately brand your product than through
direct response television. Your product becomes a
living personality, a star, a driver of all other areas of
distribution, because it is being seen day in and day out
throughout the entire country, and soon to be-the
world. People automatically understand that this
product (your product) is a hot seller, it represents
something people want, it is new, exciting and that
momentum alone can carry sales (forget about need).
Refer To Issue 12 »
|
|
|
Stay Ahead of Your Enemies |
|
Here is where the danger can explode, because not
only are you selling a product, but you are selling a
category, a type of product, and COPYCATS can erode
your success when they play upon this FACT.
There are hundreds of thousands of people if not
millions of WalMart shoppers who see your product on
TV, and silently wait until it appears (or something like
it) on the WalMart shelves at a 30% discount. Did you
spend your blood sweat and tears to lose those sales
to a COPYCAT, or another manufacturer who is lucky
enough to make the same product as you, but cheaper
and with a less quality product?
.
|
|
|
Launch a Full-Scale Attack |
|
Absolutely not! Now is your time to fight and win-to
take the advantage of your desperate ground and don't
hold back. However, you must be prepared to launch an
attack and to use all weapons available to you.
Media is a powerful ally, like a full scale battleship with
all guns blazing. Preparation against "knock-off"
products is vital, swooping in like a stealth bomber and
striking before the enemy even detects you. Launching
a total distribution campaign-pulling the triggers for
print, radio, international, and retail according to the
right circumstances and using the best allies to do it.
And using public relations to build a presence larger
than life!
|
|
