The Seemingly Impossible Sales Challenge
USP #4 [Convenience] Learn on the job! What makes the KeyRight system unique is that when you use the color-coded keyboard, you can do your regular work while learning to touch-type. You're not spending six or 12 hours of your own time on boring touch-typing exercises.
Urgent! Another Distribution Channel Must Be Found!
With vast competition on the Web, certainly Jerome Whitcroft should explore other media to get KeyRight keyboards into the hands of buyers.
After all, the Web is the new home of instant gratification. Put it into someone’s head that touch-typing is a path to vast wealth and that person will Google “touch-typing” and find nearly a hundred Web sites to scratch that itch.
And for free!
Only a fool spends $50 and waits three days to get the color-coded keyboard. In those three days, even that fool could be on the way to touch-typing riches.
Where would I promote the KeyRight system?
- Sell them to schools and libraries for their computer installations. Kids will learn to touch-type at the same time they're learning computer skills.
- Approach computer manufacturers and resellers with the idea of using the KeyRight keyboard as a premium with new computers. Buyers and other members of the family can learn to touch-type (and go on to increasing their incomes exponentially).
- Call on corporate buyers at Staples, Office Depot, OfficeMax, Best Buy and Wal-Mart to see if they'll carry the product.
- Same thing with Web-based online office supply companies and catalogs, such as Quill.com and CheapOfficeSupplies.com.
- Support these efforts with co-op advertising in local media.
Test a Traditional Direct Marketing Offer
Premiums work. Test selling the keyboard with the software CD as a free gift.
The message: Learn to type fast with the color-coded keyboard, but faster with the software. If dissatisfied with the keyboard, return it within 30 days for a full refund and keep the CD, our way of saying thank you for trying the KeyRight typing system.