SOME LOW-COST MARKETING IDEAS

The notion that all marketing costs heaps of money is not really what marketing is all about.  To get to understand what I mean by this, in the book, “The Ultimate Marketing Plan”, author Daniel S Kennedy tells about a man who, without any marketing training, sold distributorships at $5,000 each.  He advertised heavily, then sent out ‘recruiters’ to get these prospects to a group meeting.  The cost of recruiting was high and his main source of leads was a mail-out from the White Pages.

In time he had what Tom Peters (Author of In Pursuit of Excellence) call’s, “A blinding flash of the obvious”, and began to realise his most successful distributors were around 40 and had crew cut hairstyles.  So he sent out his recruiters to barber shops all over the state and bought the names, addresses and telephone numbers of their customers with crew cuts.  The end result was, his success rate with these new prospects was phenomenal.

As far-fetched as this story sounds, my understanding is – its true.  All this man did was to follow through on what appeared to be an obvious similarity shared by his most successful agents.

Now if you think I’m advocating you categorise or business by hair types, you may be right.  Most executive prospects have thinning hair.  But all jokes aside, we also need to also get that ‘Tom Peters, “Blinding flash of the obvious”‘, by looking through (in some cases) what seems to be the not so obvious.

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