Throwing Around $100 Bills - 2
It would probably not work by direct mail—lists would be too hard to come by. However, it could certainly be tested cheap over the Internet where the cost of sales is dramatically reduced, since paper, printing, lettershop expenses and postage are not factors.
In scouring the Web for such an offer, I found nativity sets and individual sculptured figures. But I saw nothing that would enable a person to collect a set in a convenient, structured way à la the old Franklin Mint coins-and-ingots model with strong copy such as, “a magnificent heirloom to own now and pass down to future generations with pride and love.”
Given the hand carving and necessity for very limited editions, such a marketing scheme may not work. But then again, it might, enabling these artisans to give pleasure to collectors all over the world and, at the same time, make a decent profit.
In short, I believe that many of the young Web merchants today are specialists rather than generalists. They know cold search engine optimization, keywords, click-throughs and all the other flash and filigree of modern electronic technology.
But do they know how to adapt the tested and proven rules of direct marketing to the new medium of the Internet? Are they conceptual thinkers—able to oversee the creation of product, setting up fulfillment operations, designing tests, critiquing copy and design, slavishly following the principles of A-I-D-A* and USP**, knowing when to roll out, and tracking the arithmetic and results every step of the way?
* Attention – Interest – Desire – Action
** Unique Selling Proposition
We went to a splendid candlelight dinner and Mozart concert at Austria’s oldest restaurant (Stiftskeller St. Peter, reputedly in business since 803). Legend has it that Charlemagne and Columbus dined there. The program booklet was bound in a wine red cover and contained a biography of Mozart, history of the restaurant, recipes from Mozart’s time, the pieces being performed, words of the arias being sung and biographies of the performers.