irresistible. You have to guarantee and deliver satisfaction.
You have to make the act of purchasing easy by honoring credit
cards and providing an 800 number. Your advertising should be
targeted precisely at your potential customer: it's unlikely
you'll be able to sell a gardening video in a motorcycle
magazine! Before you begin work on any video, plan your
I use an computer for keeping track of my customer list and a
laser printer for producing all my fliers and the documentation
that I send along with the videos. This documentation helps the
videos "stick," providing and extra unexpected bonus for the
customer, and virtually eliminating returns. Essentially, the
documents are close-ups of the subject matter included in the
video, getting down into detail that perhaps the tape could not
deliver - sometimes charts and graphs.
complete for business with those of the retail accounts I
service. When I introduce a new video, I first offer it to my
old direct mail customers at a discount in a "pre-release
The prices of my videos are always high. I want to make a profit
and I want my retailers to make a profit. The lowest price I've
ever put on a single video is $39.95; the highest, $99. Thus,
when a wholesale customer orders, say a dozen $39.95 tapes,
they'll send me $240, while a dozen direct mail sales of the
same video will bring in $480.
away with raising it! But THINK before you lower a price. At one
time, I thought I had nearly exhausted the market for a pair of
my $99 videos since their sales had plummeted I then cut the
price in half, confident that sales would go up. That was two
years ago. The tapes are still selling, but at the same slow
rate - and now my profits are at a lot lower too. I made the
mistake by dropping the price on them.