The Lazy Man's Way To Riches

Use these ideas as you evaluate a product or service, whether it's yours or through a manufacturer. If you find a product that feels right, consider these pointers in a flexible way.

Choose an item that is unique, and especially one that is difficult to find in stores. Direct response is a convenient way for shoppers to buy, but if they can walk around the corner to buy the same thing, they'll most likely prefer the walk rather than the wait.

The fact remains that one of the best things you could hope to say in your ad is “not available in any store.”

It should solve a problem or offer a great convenience. Not every online marketing product does, but the strongest ones do. It is always far easier to sell someone an item that he can convince himself he has needed all along. Your offer should take advantage of the current climate. Gas shortages suggest the need for gas savers; gift-giving holidays mean gift buying. You can't hope for the flexibility of the corner store that puts out umbrellas on the day it rains, but you mustn’t ignore timeliness.

Don't ignore the possibility of a “paper and ink” product. What would you be willing to pay for a single piece of paper? Can you believe it might be worth several dollars? Well, if you were hopelessly lost at sea or in a desert, what would you pay for a map guaranteed to guide you to safety? Mention this to bring out the value that the printed word can add to mere sheets of paper. Information that is truly of value can be a perfect direct response, online marketing, or internet item.

Is there geographic, ethnic or celebrity “special” appeal? Genuine Indian jewelry, maple syrup from Vermont, cheese from Wisconsin, a photograph personally autographed by a star, a book of sports secrets by a champion player, quilt patterns handed down for generations by Pennsylvania Dutch or other folk artists are examples of a unique value having little to do with ordinary worth of the object.

The ones listed are easily recognized as truly “different” and, therefore, of special value.

But this value can sometimes be “built” out of facts commonplace to persons familiar with the item or region, but fascinating to outsiders. Shells, which have no value to natives of the island where they abound, become decorative pieces of value when sold...with a healthy helping of romantic copy...to a land-bound city dweller.

Here are a few more important tips to keep in mind while evaluating your product;

If you decide to sell more than one product, stay in the same category. The main reason is savings. You can save time and money as you advertise, if the products can be advertised together. You often see ads that cover a broad assortment of similar merchandise: cosmetic lines such as Avon, the outdoor clothing of L.L. Bean, and book and record clubs.

Is your offer a truly outstanding opportunity for saving money? Do-it yourself kits or blueprints which let the buyer save the high labor cost in wanted items, a fantastic (but believable) bargain price on an item in demand, even a recipe book designed to give “Gourmet Meals On A Miser's Budget” illustrate this point.

Can “personalizing” give special appeal? Scissors for left-handers, shoes for persons hard to fit, stationery with an individual's name and address imprinted, a person's own photograph on a pillow or plate . . . these are all items which sold well by mail because, individually or as a group, personal needs or tastes were fulfilled. There are literally hundreds of everyday items that take on a whole different value when personalized.

Seasonal products and fads have their limitations, compared to those which are practical; the year-round and constant. Fads and seasonal products will often hit hard in all the local stores and will move quickly on and off the shelves.

Reorder items are much more lucrative. The Record clubs and book clubs actually lose a lot of money in their initial sale, but they certainly make up for the loss as the customers reorder. My point isn't to recommend that you lose money, but to bear in mind that a reorder is an additional sale and certain products encourage this prospect.

Through our unique experiences, all of us have individual talents, interests, and insights. Make a list of your special achievements (you may even be surprised at the many entries!). Keeping this list in mind, look around you at the problems to be solved. You'll naturally begin to create ideas for products that incorporate your skills and solutions to things that bug you. The more practice you have with creating ideas, the easier they'll flow. It's like the difference between riding a rusty bike that's been sitting in the garage for 12 years and one that is used every day.

Although you may come up with good ideas, you may not want to expend the time and money in producing your own product. You may want to sell someone else's finished product. But, where to find these products?

An interesting way to locate products is through trade shows, where manufacturers send representatives with samples of their product lines. The shows will usually specialize in a particular category, ranging from jewelry to hardware to house wares. Direct Marketing magazine and other magazines of the like, which lists a calendar of forthcoming trade shows, is a good source; or, if you have in mind a product that specifically interests you, write to the trade association in that field.