MILK YOUR WINNERS, DROP YOUR LOSERS

Written by Nick James


Continued from page 1

1. A falling market - and it's nearly always falling after your first few adverts. 2. A diminishing market share due to everyone else piling-in. 3. Rising advertising rates (sometimes steeply) due torepparttar papers 'locking-on' torepparttar 136228 fact that you have a winner.

Most direct marketing successes are quick 'in and out' jobs. You know this is true, because you rarely see exactlyrepparttar 136229 same product advertised week after week, month after month and year after year. You want to be in there, and out within a few weeks. Then you can sit back and smile as everyone else piles-in and tries to emulate your success in a falling market against stiff competition. Sure, you'll lose a few orders, sure, you might have been able to milk it a little bit more before diving out, but at least you creamed offrepparttar 136230 most profitable share ofrepparttar 136231 market, and kept all of it. This is what it's all about. Don't learn these lessonsrepparttar 136232 hard way.

There is nothing more heartbreaking than making £100,000 clear profit inrepparttar 136233 first two months of a campaign, and then handing £50,000 of it back torepparttar 136234 media overrepparttar 136235 next six months of hard slog. In other words, you work hard for two months and make £100,000, then you slog for a further SIX months and LOSE £50,000. I have seen this happen time after time after time. To get rich in this business, you must develop a sense of timing. Knowing when to get in, and more importantly, knowing when to get out.

For this reason, I advise against trying to followrepparttar 136236 crowd into a product idea. Ifrepparttar 136237 papers are full of adverts for steering-wheel locks,repparttar 136238 naive player thinks: "Great. This must berepparttar 136239 thing to get into." So they rush around like crazy trying to source a product - often at too high a price because they are desperate to get intorepparttar 136240 market. They then advertise this product in a falling market which is fiercely competitive and at extortionate advertising rates (becauserepparttar 136241 papers have 'locked-on' torepparttar 136242 'success' of this product). The result is that they lose big money.

My favourite strategy for mail-order is as follows:

1. Come up with your own, unique product idea. I don't mean 'invent' a product and have it tooled and manufactured. I mean source a product which YOU believe will sell, and that you can't recall seeing in a newspaper or magazine as a mail-order item.

2. Testrepparttar 136243 product in a suitable cheap advert. If it flops, drop it.

3. If it looks good, then buy a single insertion in a big-league paper likerepparttar 136244 Mirror, orrepparttar 136245 Sun.

4. If this works, then plan a campaign which ramps up quickly over (say) three weeks, holds steady for (about) four weeks, then ramps down over (say) three weeks. Aim to be out ofrepparttar 136246 product in three months maximum.

In this strategy,repparttar 136247 'me too' brigade will only start piling-in as you are ramping down your campaign. This is perfect. If your product is 'paper and ink', then it will take much, much longer forrepparttar 136248 competition to copy you. It takes quite a while to write a book or a course. Also,repparttar 136249 general mail-order chaps aren't very keen on this type of product. They prefer plastic gizmos and 'real' products. A book or a course can have a much longer life - often years if you are subtle about it. Also, if you have a great 'back-end' product and are buying advertising at low, low rates, then you can go on for years and be untouchable. People will try and copy you (periodically, I see 'Midas' type adverts coming and going), but they soon die because they are paying twicerepparttar 136250 money you are paying, and they are not exploitingrepparttar 136251 'back-end' - where most ofrepparttar 136252 money is made.

They retire broke, puzzled and confused. They wonder at how you can possibly keep advertising when they know thatrepparttar 136253 product only takes half of advert cost. You knowrepparttar 136254 secret. You are buying distressed-rate space, and you have a great follow-up product which makes more thanrepparttar 136255 original sale ofrepparttar 136256 book.

Nick James is a UK based direct marketer and product developer. During the last 3 years Nick has sold in excess of £1 Million of products and services. Subscribe to his Free Tip Of The Week email at: www.Nick-James.com


Get Started Now- Why the Time is Right for Internet Business

Written by Karen Walker


Continued from page 1

Of course, once you decide to get your slice ofrepparttar Internet pie, you still have to have a product to sell. And there are plenty of people who would like to offer their advice, often for a price. You see, that is what they do, make money from people who want to develop an Internet presence but havenít a clue what to do. That is their product. A little research will show that just about any and everything is sold on line these days. Find you niche and a little creative thought will lead you towardsrepparttar 136125 path to success.

If after all your research you still want Ďiní this Internet thing, but donít feel comfortable going it alone, consider joining a reputable recurrent income organization. Such a company rewards you for providing word of mouth advertising for its goods and services. The best companies are those in which potential customers are referred to a website so they can become members, purchase goods or services and even start a business of their own if they so desire. You stay in touch and provide human contact,repparttar 136126 relationship building. Find a company that supplies not onlyrepparttar 136127 products to sell and ships that product directly to consumers, but which provides a web site, training and support to guide you in building a successful business.

There are other reasons to own an Internet business, such asrepparttar 136128 tax advantages offered to small businesses that employees never get. But those are justrepparttar 136129 icing onrepparttar 136130 cake. Despite allrepparttar 136131 advantages, you have to be willing to work hard and make sacrifices to be successful. The old saying, ďYou donít get something for nothingĒ, still applies. Itís not for everyone. If hard work doesnít appeal to you, plop yourself down onrepparttar 136132 couch, turn on your favorite show, open a bag of chips and just forget about it. But for those who seriously desire to develop a presence onrepparttar 136133 Internet,repparttar 136134 time has never been better.

Summary There are four reasons whyrepparttar 136135 time is right to get going on line: general acceptance ofrepparttar 136136 Internet, maturity of on line resources, an abundance of resources on which to build a business andrepparttar 136137 fact that anyone can afford to start an Internet business now.

Karen Walker is a wellness consultant and author. She works from her home in western Montana. She and her husband, Lynn McCormick, maintain websites to help those whose lives have been upset by catastrophic health events. www.newamericanfamily.com/perfect_business.htm


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