#5 Cashing in on a $50 Billion Market

http://dennyhatch.blogspot.com/2018/05/5-cashing-in-on-50-million-market.html

Issue #5 – Wednesday, May 9, 2018

MEMORANDUM

To:            Malcolm Bull

From:        Denny Hatch

Subject:    Cashing in on a $50 Billion Market

Malcolm,

Good talking to you.

Here are 10 marketing ideas as a follow-up to last week’s blog suggesting your Stick Chair is a marvel.

I urge you to test it as instant relief for lower back pain.

You could have a tiger by the tail.

Enter “Lower Back Pain” in Google. You get 11,400,000 results.

From the American Chiropractic Association:

• One-half of all working Americans admit to having back pain symptoms each year.

•  Americans spend at least $50 billion each year on back pain—and that’s just for the more easily identified costs.

• Low back pain is the single leading cause of disability worldwide according to the Global Burden of Disease 2010.

• Experts estimate that as much as 80% of the population will experience a back problem at some time in their lives.

• Most cases of back pain are mechanical or non-organic—meaning they are not caused by serious conditions, such as inflammatory arthritis, infection, fracture or cancer.

This $50 billion is reaped by 5 industries:

• MDs (GPs and Orthopedists)

• Chiropractors

•Over-the-Counter pills, salves, ointments and hot patches

• Braces and Spandex manufacturers

• Big Pharma (as in MOA—Massive Opioid Addiction)

The above are your competitors and enemies. They will hate you. Stick Chair will steal a chunk of their $50 billion.

The New Market for Your Stick Chair

1. Test it as a “walking-stick chair.” 
“Stick chair” says it’s a chair for sitting. “Walking-stick chair” says it’s a walking aid plus sitting relief anywhere and everywhere.

2. Websites available: walkingstickchair.com and walking-stickchair.com

3. Have two websites—your current one plus one totally focused on Lower Back Pain Relief.

4. When people click on thestickchair.com, do an A/B split test sending every other visitor to the back pain relief website.

5. Internet

Spend Money. Get high SEO rankings on Lower Back Pain search results:

Lower Back Pain? Immediate Relief with Walking-Stick Chair

Use as a walking-stick and pressure on your back is relieved. Need to sit NOW? Spread handles and it becomes a sturdy stool anywhere—marble floor, concrete sidewalk or outdoors turf. Sit anywhere. Lightweight aluminum. Folds for easy packing. Get relief by tomorrow! $69+s&h. 1-844-959-7328 • 519-681-1412

“It changed my life!”—Denny Hatch, Phila., PA  www.thestickchair.com

6. Retail

Freelance travelers can call on major drug and retail chains, mom-‘n’-pop shops, medical supply stores.

7. Hire a savvy space buyer to negotiate test ads in relevant publications. Test the little ad at the top of this memo. Expand it to one page if tests work.

8. Pricing

You need higher margins to afford marketing—space, SEO, retail and TV. Test 4x-to-9x markups.

9. Offer automatic shipments for your inner-steel rubber tips. Maybe 3-tips-a month for $20. That’s $240 revenue annually. Do not tolerate cheap-o drugstore tips. Injury lawyers will eat you alive.

10. Finally, your walking-stick chair story is a natural 30-to-45-second show-‘n’-tell. A national and international TV blitz will should make you rich beyond the dreams of avarice!

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