NOVEMBER 2008 Greetings & Salutations: Are You In Search of the Unique? Here lately, I've had a number of emails saying ... "I really need to find a unique product to sell by mail or on the Internet" - or - "My product doesn't have anything unique about it" - or - "How can I make my product more unique." The first thing I tell them is to "go back and read the book," again. -- Not my book, Dan Kennedy's book (or newsletter). Dan Kennedy, as you should know, is the chief proponent of using a "Unique Selling Point" ... or "Unique Selling Proposition" (either way, I'll use USP from now on) ... to market your products or services. But, Dan does not say you have to have a "unique" product, or find something "unique" about your product, or make your product more "unique." It is the "selling point" (or "selling proposition") itself that has to be "unique" ... which may, or may not, have to do with your product or service being unique. As an example: Coffee is pretty much coffee ... isn't it? -- But, Folgers is "Mountain Grown" coffee; while Maxwell House coffee is "Good To The Last Drop." Whoa! You say "Mountain Grown" coffee is unique. Wrong ... caffeine breathe. All coffee is grown in the mountains ... even Maxwell House ... because that's the only place coffee plants grow. Folgers used "Mountain Grown" as its USP for their coffee back before most people knew coffee was only grown in the mountains. -- Beyond that, once Folgers used that USP, no other coffee company would dare say their coffee was grown in the mountains, too. It would sound too much like they were trying to copy Folgers. Back when I was in the banking business, the USP I used for our bank was "We Never Forget What Gives Money Its Value ... Somebody Exchanged Work For It!" When you begin creating a marketing program for your products (or services), before you do anything else, you need to make two lists. The first list is your Fact List. -- In that list, you annotate everything about the properties of your product ... what it's made of ... where it comes from ... what it does ... what it doesn't do ... how it does what it does (Sometimes, I go so far as to take a product apart and separately list every component in it.) Once you have your Fact List, you need to make a Benefits List. -- I usually make two Benefits Lists. One is labeled "Tangible Benefits" and the other list is "Intangible Benefits." -- The "Tangible" list may include the words "light weight," while the "Intangible" list may say, "you can lift it with one finger." -- I try to write at least one benefit ... preferably more ... for every item on the Fact List. -- Get the idea? When you have all your Facts and Benefits written down, read those lists over and over until something "unique" hits you between the eyes. It might be a phrase from your Benefits List ... like "Good To The Last Drop" ... or a descriptive from your Fact List ... like "Mountain Grown." Remember, it is the "selling point" that has to be "unique" ... not necessarily your product or service. -- But, you might not want to carry it too far. Although I have wracked my feeble brain ... squeezed my little grey cells until they cried ... I can't for the life of me remember who it was who commented on an ad they had read. I can't remember whether it was in one of Johnny Carson's monologues; or some stand-up comic's routine, or if the ad being commented on was even real but, the punch line; supposedly from the ad itself, was ... "Made From Real Plastic!" That might be carrying the concept of the USP just a step too far. Then again, it might just be "unique" enough to grab the reader's attention and get them to read the rest of the ad. Note: If you are really serious about learning how to market your products or services, do yourself a favor ... go to your local bookstore and get everything (and anything) written by Dan Kennedy - or - write to Dan and ask for info about his stuff (just tell him ol'Jim sended ya so you'll get the royal Kennedy treatment). -- Contact: DAN KENNEDY, 5818 N. 7th St. #103, Phoenix, AZ 85014 -- FAX: (602) 269-3113 -- OnLine: www.DanKennedy.com
NOVEMBER 2008
Greetings & Salutations:
Here lately, I've had a number of emails saying ...
"I really need to find a unique product to sell by mail or on the Internet" - or - "My product doesn't have anything unique about it" - or - "How can I make my product more unique."
"I really need to find a unique product to sell by mail or on the Internet" - or -
"My product doesn't have anything unique about it" - or - "How can I make my product more unique."
"My product doesn't have anything unique about it" - or -
"How can I make my product more unique."
The first thing I tell them is to "go back and read the book," again. -- Not my book, Dan Kennedy's book (or newsletter).
Dan Kennedy, as you should know, is the chief proponent of using a "Unique Selling Point" ... or "Unique Selling Proposition" (either way, I'll use USP from now on) ... to market your products or services. But, Dan does not say you have to have a "unique" product, or find something "unique" about your product, or make your product more "unique."
It is the "selling point" (or "selling proposition") itself that has to be "unique" ... which may, or may not, have to do with your product or service being unique.
As an example: Coffee is pretty much coffee ... isn't it? -- But, Folgers is "Mountain Grown" coffee; while Maxwell House coffee is "Good To The Last Drop."
Whoa! You say "Mountain Grown" coffee is unique.
Wrong ... caffeine breathe. All coffee is grown in the mountains ... even Maxwell House ... because that's the only place coffee plants grow.
Folgers used "Mountain Grown" as its USP for their coffee back before most people knew coffee was only grown in the mountains. -- Beyond that, once Folgers used that USP, no other coffee company would dare say their coffee was grown in the mountains, too. It would sound too much like they were trying to copy Folgers.
Back when I was in the banking business, the USP I used for our bank was "We Never Forget What Gives Money Its Value ... Somebody Exchanged Work For It!"
When you begin creating a marketing program for your products (or services), before you do anything else, you need to make two lists.
The first list is your Fact List. -- In that list, you annotate everything about the properties of your product ... what it's made of ... where it comes from ... what it does ... what it doesn't do ... how it does what it does (Sometimes, I go so far as to take a product apart and separately list every component in it.)
Once you have your Fact List, you need to make a Benefits List. -- I usually make two Benefits Lists. One is labeled "Tangible Benefits" and the other list is "Intangible Benefits." -- The "Tangible" list may include the words "light weight," while the "Intangible" list may say, "you can lift it with one finger." -- I try to write at least one benefit ... preferably more ... for every item on the Fact List. -- Get the idea?
When you have all your Facts and Benefits written down, read those lists over and over until something "unique" hits you between the eyes. It might be a phrase from your Benefits List ... like "Good To The Last Drop" ... or a descriptive from your Fact List ... like "Mountain Grown."
Remember, it is the "selling point" that has to be "unique" ... not necessarily your product or service. -- But, you might not want to carry it too far.
Although I have wracked my feeble brain ... squeezed my little grey cells until they cried ... I can't for the life of me remember who it was who commented on an ad they had read. I can't remember whether it was in one of Johnny Carson's monologues; or some stand-up comic's routine, or if the ad being commented on was even real but, the punch line; supposedly from the ad itself, was ...
That might be carrying the concept of the USP just a step too far. Then again, it might just be "unique" enough to grab the reader's attention and get them to read the rest of the ad.
Note: If you are really serious about learning how to market your products or services, do yourself a favor ... go to your local bookstore and get everything (and anything) written by Dan Kennedy - or - write to Dan and ask for info about his stuff (just tell him ol'Jim sended ya so you'll get the royal Kennedy treatment). -- Contact: DAN KENNEDY, 5818 N. 7th St. #103, Phoenix, AZ 85014 -- FAX: (602) 269-3113 -- OnLine: www.DanKennedy.com
Special Announcement! Last month, I did an extensive email interview with Michael Senoff . In that interview I responded to a wide range of questions about doing business and making money. -- Well ... Michael had the interview recorded and it is now available online. -- Go find out what I had to say, at: http://www.hardtofindseminars.com/Jim_Straw_Interview.htm Michael Senoff's website is the world s leading FREE digital audio business library that uses the power of personal interviews and storytelling to capture and relay the advice of world-class business experts. Get free audio interviews of the experience and guidance of business leaders on the subjects of business growth, direct marketing, business buying, writing, effective advertising, referral marketing, negotiating, product development, marketing consulting, and the art of buying advertising. -- Over 117 Hours of FREE Downloadable Audio Interviews With Sales, Marketing and Business Success Experts. Take the tour at: http://www.hardtofindseminars.com
Last month, I did an extensive email interview with Michael Senoff . In that interview I responded to a wide range of questions about doing business and making money. -- Well ... Michael had the interview recorded and it is now available online. -- Go find out what I had to say, at:
Michael Senoff's website is the world s leading FREE digital audio business library that uses the power of personal interviews and storytelling to capture and relay the advice of world-class business experts. Get free audio interviews of the experience and guidance of business leaders on the subjects of business growth, direct marketing, business buying, writing, effective advertising, referral marketing, negotiating, product development, marketing consulting, and the art of buying advertising. -- Over 117 Hours of FREE Downloadable Audio Interviews With Sales, Marketing and Business Success Experts.
Now, let's do some ... Questions & Answers, Comments & Other Good Stuff! My ol'friend, Jay Alexander wanted me to let you know ... "Your readers might like to know that our UPDATES to Ben Suarez' classic book, '7 Steps to Freedom II', are now available online at http://www.incomeandhappiness.com. -- The NPGS-7 Steps ONLINE UPDATE 1.1 is getting great reviews and there will be FREE monthly updates beginning in December. -- Also, your readers will want to be on the "lookout" for the Jim Straw mention in the UPDATES too." Thank you, Jay ... I remember when Ben wrote it. I got one of the first copies. -- It was absolutely fantastic back then and this one looks even better.
Now, let's do some ...
My ol'friend, Jay Alexander wanted me to let you know ...
"Your readers might like to know that our UPDATES to Ben Suarez' classic book, '7 Steps to Freedom II', are now available online at http://www.incomeandhappiness.com. -- The NPGS-7 Steps ONLINE UPDATE 1.1 is getting great reviews and there will be FREE monthly updates beginning in December. -- Also, your readers will want to be on the "lookout" for the Jim Straw mention in the UPDATES too."
Thank you, Jay ... I remember when Ben wrote it. I got one of the first copies. -- It was absolutely fantastic back then and this one looks even better.
James Allen tells me ... "Thank you again for promoting "Japanese Sales Secrets Revealed" this past summer. -- I spent some time in Osaka, Japan with fellow entrepreneur Kevin Riley putting together a new, related course on finding local products to sell online. Since your folks seemed to enjoy the previous report, I believe they will really like our "Local Product Profits" -- Selling REAL products online - especially unique items you can get your hands on locally - is so easy it's like falling off a log." Check it our for your ownself at: LocalProductProfits
James Allen tells me ...
"Thank you again for promoting "Japanese Sales Secrets Revealed" this past summer. -- I spent some time in Osaka, Japan with fellow entrepreneur Kevin Riley putting together a new, related course on finding local products to sell online. Since your folks seemed to enjoy the previous report, I believe they will really like our "Local Product Profits" -- Selling REAL products online - especially unique items you can get your hands on locally - is so easy it's like falling off a log."
Check it our for your ownself at: LocalProductProfits
Martin Russell wanted me to tell you ... "Your readers might want to know how to get into the media without press releases or already having contacts. -- There is a service that connects journalists with people who have the expertise eg your readers. This service now has over 25,000 members, is run by a media-savvy guy called Peter Shankman, actually does successfully get real column inches, media spots, interviews etc, and best of all - it's free!" Okay, Gang ... check it out at: http://www.helpareporter.com/
Martin Russell wanted me to tell you ...
"Your readers might want to know how to get into the media without press releases or already having contacts. -- There is a service that connects journalists with people who have the expertise eg your readers. This service now has over 25,000 members, is run by a media-savvy guy called Peter Shankman, actually does successfully get real column inches, media spots, interviews etc, and best of all - it's free!"
Okay, Gang ... check it out at: http://www.helpareporter.com/
Anony Mouse asked ... "Jim, I have just finished reading your last hoorah, for the 9th time. I want to buy it but I really don't want to be a millionaire. All I want is to make enough money so I don't have to go to work for peanuts every day." Okay. Mouse ... Let me 'splain it. Right now, you are probably working 40 hours per week ... 2,000 hours per year ... making your "peanuts." Using the simple methods I teach in "You Can Be A Millionaire In One-Year Or Less!" you can earn the same "peanuts" working about 200 hours per year ... at home. -- Work a little harder and you can double; or triple, your current "peanut" salary. Then again ... If you are doing some Internet stuff spending 10 to 15 hours per week; 500 to 750 hours per year, bleary eyed behind your computer. Imagine working about 5 hours per week and making 10 times as much. You don't have to become a Millionaire - but - using my simple methods, you can. -- OR -- You can just "work" a few hours each week and make far more than you are making right now. Just remember, at age 65 most of those people who are working 2,000 hours per year are trying to survive (barely) on their Social Security checks. (Frightening. Isn't it?) You can learn earn how "You Can Be A Millionaire In One-Year Or Less!" - or - just "work" a few hours each week and make far more than you are making right now.
Anony Mouse asked ...
"Jim, I have just finished reading your last hoorah, for the 9th time. I want to buy it but I really don't want to be a millionaire. All I want is to make enough money so I don't have to go to work for peanuts every day."
Okay. Mouse ... Let me 'splain it. Right now, you are probably working 40 hours per week ... 2,000 hours per year ... making your "peanuts." Using the simple methods I teach in "You Can Be A Millionaire In One-Year Or Less!" you can earn the same "peanuts" working about 200 hours per year ... at home. -- Work a little harder and you can double; or triple, your current "peanut" salary. Then again ... If you are doing some Internet stuff spending 10 to 15 hours per week; 500 to 750 hours per year, bleary eyed behind your computer. Imagine working about 5 hours per week and making 10 times as much. You don't have to become a Millionaire - but - using my simple methods, you can. -- OR -- You can just "work" a few hours each week and make far more than you are making right now. Just remember, at age 65 most of those people who are working 2,000 hours per year are trying to survive (barely) on their Social Security checks. (Frightening. Isn't it?) You can learn earn how "You Can Be A Millionaire In One-Year Or Less!" - or - just "work" a few hours each week and make far more than you are making right now.
Joseph J. Trevison needs some help ... "I need a copy of the ad entitled 'How I Made A Fortune With A Fool Idea.' Who ever finds any copy of this headline and give to me I would give them any $19.95 book in my shop at http://www.Joetrevison.com. It is free to them who ever finds me a copy."
Joseph J. Trevison needs some help ...
"I need a copy of the ad entitled 'How I Made A Fortune With A Fool Idea.' Who ever finds any copy of this headline and give to me I would give them any $19.95 book in my shop at http://www.Joetrevison.com. It is free to them who ever finds me a copy."
Adebola A. Oni has a special offer for you ... "I run a Graphics designing business with my friend, who is a very good Designer and I have been talking with him to allow me offer a Special offer to the subscribers of Business Lyceum. -- I won't mind doing some covers for Business Lyceum subscribers at 50% discount. All they have to do is visit the Portfolio page and see what is on display there. They will then have to fill in the contact form and tell us they are a Business Lyceum subscriber. -- They should say the format they want and my friend will get back to them as soon as we get the message." Okay, Gang ... take a look at the portfolio page at: http://www.ecoversalive.com/portfolio.htm Then, go to the contact page at: http://www.ecoversalive.com/contact.htm
Adebola A. Oni has a special offer for you ...
"I run a Graphics designing business with my friend, who is a very good Designer and I have been talking with him to allow me offer a Special offer to the subscribers of Business Lyceum. -- I won't mind doing some covers for Business Lyceum subscribers at 50% discount. All they have to do is visit the Portfolio page and see what is on display there. They will then have to fill in the contact form and tell us they are a Business Lyceum subscriber. -- They should say the format they want and my friend will get back to them as soon as we get the message."
Okay, Gang ... take a look at the portfolio page at: http://www.ecoversalive.com/portfolio.htm Then, go to the contact page at: http://www.ecoversalive.com/contact.htm
Are you living on -The Hamster Wheel Life ... going faster and faster but feeling like you are getting nowhere. You might find a solution at: HamsterWheel
Jake Bartolo just told me about his amazing site ... "My website shows people the most-watched eBay items, based on search terms or categories. You can also see how many people are secretly watching those items -- something that can't be done on eBay itself. Holiday shoppers may like to see what's hot and in style, and collectors need to know which of their favorite items are likely to be sniped! (We also have some clever tools for eBay sellers.) We're currently searching the "big 4" eBay country-sites, with more international ones to come." Thank you, Jake ... It is truly an amazing tool. Check it out at: http://www.WatchCount.com
Jake Bartolo just told me about his amazing site ...
"My website shows people the most-watched eBay items, based on search terms or categories. You can also see how many people are secretly watching those items -- something that can't be done on eBay itself. Holiday shoppers may like to see what's hot and in style, and collectors need to know which of their favorite items are likely to be sniped! (We also have some clever tools for eBay sellers.) We're currently searching the "big 4" eBay country-sites, with more international ones to come."
Thank you, Jake ... It is truly an amazing tool.
Johnathan Mays has a special offer for you, too ... "It has been roughly one year since we last corresponded. I hope all is going well. I'm sending this email to ask to have my "how-to" business manual listed on your website and/or newsletter. You've listed my product in your newsletter twice and added it to your website once over the past two years. Since it has been some time my product / website was promoted by you, I thought I would ask to link up with you again. -- I have a special offer for your readers ... all they have to do is go to my site ... http:// www.freewebs.com/sprinklym ... and click on the JStraw link on the top left of the page to access the reduced price." Thank you, Jonathan ... I found your opportunity to be worth far more than your original price. -- Your special offer for my readers is an exceptional deal.
Johnathan Mays has a special offer for you, too ...
"It has been roughly one year since we last corresponded. I hope all is going well. I'm sending this email to ask to have my "how-to" business manual listed on your website and/or newsletter. You've listed my product in your newsletter twice and added it to your website once over the past two years. Since it has been some time my product / website was promoted by you, I thought I would ask to link up with you again. -- I have a special offer for your readers ... all they have to do is go to my site ... http:// www.freewebs.com/sprinklym ... and click on the JStraw link on the top left of the page to access the reduced price."
Thank you, Jonathan ... I found your opportunity to be worth far more than your original price. -- Your special offer for my readers is an exceptional deal.
Charles Gatlin needed some exposure ... "Would you help me promote my site with an incoming link?" Okay, Charles - but - only because it does have some valuable "free" information for your visitors. http://www.my-next-millionaire.com
Charles Gatlin needed some exposure ...
"Would you help me promote my site with an incoming link?"
Okay, Charles - but - only because it does have some valuable "free" information for your visitors.
Justin Broadnax wanted me to tell you ... "My partner and I own a business ... http://www.TheSuccessAlgorithm.com ... which sells websites for about quarter of the price of other companies because we outsource in India and have a team working there for us. -- I will give your readers a great discount ... jus tell them to email me personally." Thank you, Justin ... I took a looked at your 3 clients' sites ... great work.
Justin Broadnax wanted me to tell you ...
"My partner and I own a business ... http://www.TheSuccessAlgorithm.com ... which sells websites for about quarter of the price of other companies because we outsource in India and have a team working there for us. -- I will give your readers a great discount ... jus tell them to email me personally."
Thank you, Justin ... I took a looked at your 3 clients' sites ... great work.
Well ... that's it for this month. -- In order to make every issue responsive to YOUR needs, please send me your questions; or tell me what sources or resources you need to build your business; or give me any thoughts you want to share with your fellow members. Believe it or don't ... I ain t a mind-reader. -- If n you doesn't tell me what you need, I may never touch upon the information, sources or resources you need. This is your publication for you to use to your benefit ... I am just your moderator. Until next month, keep well ... J.F. (Jim) STRAW Grande Panjandrum
Well ... that's it for this month. -- In order to make every issue responsive to YOUR needs, please send me your questions; or tell me what sources or resources you need to build your business; or give me any thoughts you want to share with your fellow members.
Believe it or don't ... I ain t a mind-reader. -- If n you doesn't tell me what you need, I may never touch upon the information, sources or resources you need.
This is your publication for you to use to your benefit ... I am just your moderator.
Until next month, keep well ...
J.F. (Jim) STRAW Grande Panjandrum
Thought For The Month! "The indispensable first step to getting the things you want out of life is this; decide what you want." -- Ben Stein
Can you stump the old master? -- Betcha can't! Over the past 50 years (man and boy), I have made bundles of money in direct selling, service contracting, wholesale merchandising, entertainment (I was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold and coal mining, offshore banking, mailorder, writing, and publishing. -- That being the case ... No matter what business you're in ... whether you're just starting, well on your way, or at the top of the heap ... I've probably been where you are, done what you are doing. -- So ... Anytime you have a question about 'how' to do something in your business - or - if you have any comments about anything I've said in issues of this e-Letter; or if you want to add your 2 cents worth ... just "ask" me or "tell" me. Send your Questions, Comments or 2 Cents Worth to ... with "Question" - "Comment" - or, "2 Cents Worth" in the SUBJECT. If I, personally, don't have an answer to any question you may ask, I will contact some of the professionals in your field of endeavor (I will probably know one or more personally) to get the real 'skinny' for you. Note: If you want to ask a question anonymously just tell me so when you send in the question. -- Nobody but you and I will know who asked the question.
Over the past 50 years (man and boy), I have made bundles of money in direct selling, service contracting, wholesale merchandising, entertainment (I was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold and coal mining, offshore banking, mailorder, writing, and publishing. -- That being the case ...
No matter what business you're in ... whether you're just starting, well on your way, or at the top of the heap ... I've probably been where you are, done what you are doing. -- So ...
Anytime you have a question about 'how' to do something in your business - or - if you have any comments about anything I've said in issues of this e-Letter; or if you want to add your 2 cents worth ... just "ask" me or "tell" me.
If I, personally, don't have an answer to any question you may ask, I will contact some of the professionals in your field of endeavor (I will probably know one or more personally) to get the real 'skinny' for you.
Note: If you want to ask a question anonymously just tell me so when you send in the question. -- Nobody but you and I will know who asked the question.
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