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.
• 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.
“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!
Word Count:486
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