Denny’s Zinger: Gillette Sabotaged by Hi-Tech Chump Marketers
I made my bones in the repeat sales business—book clubs and continuity series.
Show some cleavage and leg (e.g., give away Volume 1 FREE! or 4 books for $1—no obligation, no risk), suck in the customers and keep on delighting them month-after-month.
Gillette Safety Razor Co.—founded in 1901—figured that out. Sell the razor cheap and make money on the blades.
Fast-forward 114 years and Gillette is offering an old-fashioned continuity series over the Internet: buy a hi-tech razor and keep the blades coming automatically.
Save time. Save money. Always be guaranteed a fresh comfortable shave.
I clicked on the offer and Gillette gave me eight choices for fulfillment: Gillette, Amazon, Target, drugstore.com, SOAP.com, Sam's Club, ePantry and Walgreens.
Clearly Gillette was inviting its big players in on the deal rather than pissing them off by trying to steal blade buyers direct.
Sam's Club demanded membership.
And ePantry tried to sign me up to receive myriad products on a regular shipment basis.
Takeaways to Consider
- If you sign up partners in a complex revenue share deal, remember hi-techie fulfillment people may be inexperienced marketers.
- Once the contract is signed, you must oversee the mechanics through the beta tests and initial sales.
- Otherwise these unschooled hi-techie chumps will make you look like a chump.
Denny Hatch's new book is Write Everything Right!
*****Five Stars This book is not written in a traditional business or self-help type of book. It's more like tips and notes, but it works out great. If you ever write something to sell or attempt to convince someone to your point of view, this is a must have book. The analysis of situations and the tips and pointers are excellent. I don't know if this book will make me a better writer immediately. However, the advice and pointers that he gives not only make lots of sense, but it got my mind to analyze everything I write for better results. —Buster Boy, Amazon.com
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