Business Lyceum

e-Letter
Practical Instruction in the Arts and Sciences of Making Money

FEBRUARY 2000

Greetings & Salutations:

Are You In Search of the Unique?

Here lately, I've had a number of calls saying ...

"I really need to find a unique product to sell by mail or on the Internet" - or -

"My product doesn't have anything unique about it" - or -

"How can I make my product more unique."

The first thing I tell them is to "go back and read the book," again. -- Not my book, Dan Kennedy's book (or newsletter).

Dan Kennedy, as you should know, is the chief proponent of using a "Unique Selling Point" ... or "Unique Selling Proposition" (either way, I'll use USP from now on) ... to  market your products or services.  But, Dan does not say you have to have a "unique"  product, or find something "unique" about your product, or make your product more "unique."

It is the "selling point" (or "selling proposition") itself that has to be "unique" ... which may, or may not, have to do with your product or service being unique.

As an example:  Coffee is pretty much coffee ... isn't it? -- But, Folgers is "Mountain Grown" coffee; while Maxwell House coffee is "Good To The Last Drop."

Whoa!  You say "Mountain Grown" coffee is unique.

Wrong ... caffeine breathe.  All coffee is grown in the mountains ... even Folgers ...  because that's the only place coffee plants grow.

Folgers used "Mountain Grown" as its USP for their coffee back before most people knew coffee was only grown in the mountains. -- Beyond that, once Folgers used that USP, no other coffee company would dare say their coffee was grown in the mountains, too.  It would sound too much like they were trying to copy Folgers.

Back when I was in the banking business, the USP I used for our bank was "We Never Forget What Gives Money Its Value ... Somebody Exchanged Work For It!"

When you begin creating a marketing program for your products (or services), before you do anything else, you need to make two lists.

The first list is your Fact List. -- In that list, you annotate everything about the properties of your product ... what it's made of ... where it comes from ... what it does ... what it doesn't do ... how it does what it does  (Sometimes, I go so far as to take a product apart and separately list every component in it.)

Once you have your Fact List, you need to make a Benefits List. -- I usually make two Benefits Lists.  One is labeled "Tangible Benefits" and the other list is "Intangible Benefits." -- The "Tangible" list may include the words "light weight," while the  "Intangible" list may say, "you can lift it with one finger." -- I try to write at least one benefit ... preferably more ... for every item on the Fact List. -- Get the idea?

When you have all your Facts and Benefits written down, read those lists over and over until something "unique" hits you between the eyes.  It might be a phrase from your Benefits List ... like "Good To The Last Drop" ... or a descriptive from your Fact List ... like "Mountain Grown."

Remember, it is the "selling point" that has to be "unique" ... not necessarily your product or service. -- But, you might not want to carry it too far.

Although I have wracked my feeble brain ... squeezed my little grey cells until they cried ... I can't for the life of me remember who it was who commented on an ad they had read.  I can't remember whether it was in one of Johnny Carson's monologues; or some stand-up comic's routine, or if the ad being commented on was even real but, the punch line; supposedly from the ad itself, was ...

"Made From Real Plastic!"

That might be carrying the concept of the USP just a step too far.  Then again, it might just be "unique" enough to grab the reader's attention and get them to read the rest of the ad.

Note:  If you are really serious about learning how to market your products or services, do yourself a favor ... go to your local bookstore and get everything (and anything) written by Dan Kennedy - or - write to Dan and ask for info about his stuff (just tell him ol'Jim sended ya so you'll get the royal Kennedy treatment). -- Contact: DAN KENNEDY, 5818 N. 7th St. #103, Phoenix, AZ  85014 -- FAX:  (602) 269-3113 -- OnLine:  http://www.dankennedy.com/

Now, let's get on to some ...

Q&A

Q: First off,  Attendee Phyllis Utley (plsutley@ivillage.com) asked:

"I have discovered that  'Trust' is indeed the most valuable commodity in Cyberspace. The credibility of what you're  doing on the web is constantly being evaluated. Who has  provided the information on a website? Can the information  be trusted? Can the people behind it be trusted? Will an  order be secure? Without credibility, people are not going  to buy.  My question is what do you think inspires trust on the web??"

A:  Trust ... on the web (Internet), in mailorder, or anywhere else in business or life ... can only be "earned."  Therefore, to inspire 'trust,' you must do those things which will allow you to "earn" the trust of the people with whom you deal.

To begin with, how many times have you gone to a website and discover there is absolutely no way of knowing 'who' operates the site ... or how you can contact them (other than through the website itself)? -- Then again, even when you contact them through the website, how often do you get a prompt response that actually "answers" your inquiry?

Unfortunately, too many petty crooks, phonies, flakes and fakes love the Internet for the simple reason that they can claim just about anything in their materials ... without much chance of discovery ... because no one knows who they are. -- I have also observed that too many otherwise honest people use this same anonymity to simply hide the fact that they are beginners in the business community, working from home, or just a small operation.  (A lesson they learned from the Internet-Gurus who have told them that "on the Internet, you can look like a BIG company.")

Throughout my 40 years (man & boy) in the business community, I have found that "real" business people put their "real" names and addresses on everything they do. -- If YOU don't want to put YOUR NAME on the products or services YOU sell, either YOU or YOUR PRODUCT are suspect.

Even when I was barely dry-behind-the-ears, I used my real name and address on everything I did. -- I never tried to change people's opinions about dealing with a kid. -- If people didn't want to deal with a kid, I accepted that as just another factor I had to overcome by providing "superior" service to those who would deal with a kid. -- I let my "customers" convince the skeptics that I was worthy of their business.  (That's what "testimonials" are all about.)

Beyond that, if anyone ever asked, I admitted that I was a kid. -- I didn't try to pretend I was anything other than what I was.

Granted, I always attempted to present the best "professional" appearance in all my dealings ... just like the Internet-Gurus who tell you that you can have the appearance of a BIG company on your website ... but, my "professional" appearance was adopted because I tried in all ways to "conduct" myself as a professional would in my dealings ... my purpose was not to deceive.

Building "trust" in the business community requires only that you identify yourself, put your best professional-foot forward, admit your shortcomings, and "do exactly what you say you can do" promptly and professionally. -- "Trust" will come ... when you have earned it.

You can't earn anyone's trust, if your are anonymous.

Q: Attendee Sydney Freeman (luxury@homemoneymax.com) is back again this month to ask:

"In your last issue one of your readers mentioned that he had found  a product from China and was going to represent it in our country.  Question: how do I go about locating information on products from other countries?  We are such a huge and affluent market here in the USA and I know there are many who would welcome my help once I learn how to find them."

A:  That's an easy question. -- There are, literally, thousands upon thousands of "trade directories" published in the U.S. and around the world, covering almost every product line you can imagine. -- First, check your local Library.  Or ...

You can buy a number of valuable trade directories from Selective Books. -- They publish the "Hong Kong Trade Directory," "Taiwan Trade Directory," "Philippine Trade Directory," "Orient Trade Directory," and "Mexico Trade Directory." -- Those directories are only $15 each (postpaid). -- Each directory has hundreds of sources ... with pictures of products ... in the area of the world covered. -- Order them directly from:  Selective Books, Inc., P.O. Box 4342, Dalton, GA  30719 -- Phone/FAX:  (706) 272-3750

By the way, Selective Books was started by my ol'friend Lee Howard, over 30 years ago. -- When Lee died a couple years ago, his son took over and continued the business ... then, last year, another ol'friend, Michael Penland (another mailorder marketing master) bought the operation from Lee's son.

Continuing in Lee's footsteps, Mike maintains the quality and integrity that made Selective Books one of the "best" sources of "how-to" books, manuals and directories in the industry. -- As a matter of fact, Mike has even continued the Drop Ship Dealer Program and Wholesale Price Structure that Lee originated over 20 years ago. -- So ... if you happen to be into selling "how-to" material, write to Mike and ask him for his drop ship and/or wholesale set-up. -- You'll have a ho'bunch of new titles to add to your website (if you are into Internet Marketing).

Q: Attendee  Craig Cannon (rhemacs@hotmail.com) wants to know:

"Can members submit articles for your review?"

A:  Of course you may! -- But, whether or not I share your articles with the Business Lyceum Attendees will depend on their "value."  (Even advertising disguised as an article is hokey-dokey - but - it still has to have "REAL" value for my readers.)

Can you stump the old master? -- Betcha can't!

Over the past 40 years (man and boy), I have made bundles of money in direct selling, service contracting, wholesale merchandising, entertainment (I was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold and coal mining, offshore banking, mailorder, writing, and publishing. -- That being the case ...

No matter what business you're in ... whether you're just starting, well on your way, or at the top of the heap ... I've probably been where you are, done what you are doing. -- So ...

Anytime you have a question about 'how' to do something in your business - or - if you have any comments about anything I've said in issues of this e-Letter; or if you want to add your 2 cents worth ... just "ask" me or "tell" me.

Send your Questions, Comments or 2 Cents Worth to ...

eletter@businesslyceum.com

with "Question" - "Comment" - or, "2 Cents Worth" in the SUBJECT.

If I, personally, don't have an answer to any question you may ask, I will contact some of the professionals in your field of endeavor (I will probably know one or more personally) to get the real 'skinny' for you.


Well ... that's it for this month. -- In order to make every issue responsive to YOUR needs, please send me your questions; or tell me what sources or resources you need to build your business; or give me any thoughts you want to share with your fellow members.

Believe it or don't ... I ain't a mind-reader. -- If'n you doesn't tell me what you need, I may never touch upon the information, sources or resources you need.

This is your publication for you to use to your benefit ... I am just your moderator.

 Until next month, keep well ...

J.F. (Jim) STRAW
Unique Super Personality

Thought For The Month!

"Just nodding your head won't row the boat."  --  Irish Proverb

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