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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Note to Readers: May I send you an alert when each new blog is being published? If so, kindly give me the okay by sending your First Name, Last Name and e-mail to dennyhatch@yahoo.com. I guarantee your personal information will not be shared with anyone at any time for any reason. I look forward to being in touch!
Invitation to Marketers and Direct Marketers: Guest blog posts are welcome. If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. (Kindly stay within the limit of 500 words.) I am: dennyhatch@yahoo.com.
215-644-9526 (rings on my desk).
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Does this work as I have back pain?
ReplyDelete
DeletePhilip, Thank you for writing. Check out last week's blog http://dennyhatch.blogspot.com/2018/05/4-lower-back-pain-great-product-great.html
as well as this week's blog.
If your back pain is like my back pain, I would order one these stick chairs in a heartbeat. I'm not kidding when I say it changed my life! Cheers.
This comment has been removed by the author.
ReplyDeleteI agree 100%. I got this so I could tour Japan with my family, all of whom like to walk.
ReplyDeleteWorked like a charm... and... reduced my back pain significantly.
Garry, Thank you (1) taking the time to post a comment and (2) confirming what I believe. I asked Malcolm Bull about returned merchandise and he said, oh, maybe 1 in 25 orders. And that return is from a person that simply can't deal with the balance on the seat—either too old, to stiff, or whatever. One in 25 is a real good ratio in my opinion. Thank you again! Cheers.
DeleteJust received your marketing blog on lower back pain! It was sent to my promotions gmail. So glad you're still doing what you do best. I've white listed you. Really looking forward to everything you send!
ReplyDeleteThanks for your kind words. Are you on my list to receive an alert when each new issue is published? If not, e-mail me: dennyhatch@yahoo.com Thanks again.
DeleteReaders are having a hard time figuring out how to post comments. Reg Doherty suggested I post his comment.
ReplyDeleteG'day Bro... I just read your latest blog. Let's just say I'm a back expert, after 9 operations on my lumbar spine.
The average woman in the US today weighs 165 lb, a man 195. A general rule for a healthy weight is 100 lb at 5 ft and 5 lb for every inch above that for a woman. For a man you add 10%. E. G., 5-8, woman 140, man - me - 154.
Confession, I weigh 217, and, according to my doctor, I should weigh a maximum! of 195. Old story! Losing weight ain't ain't easy!
The keys to a healthy back are weight control and core strengthening. Both not the easy way. If you want a DRAMATIC demo about added weight, strap on 30 lbs around your waist and walk around with it for a few hours. Then take it off, and see how much better you feel! I'm dead serious about this, but don't do anything about it myself.
As for exercise, I'm continually in some form of PT, daily stretches, and core-strengthening exercises. The biggest thing I don't do is lose weight off my fat ass! So I have nobody to blame but myself.
But the bottom line is this: Anytime you use a mechanical device, such as this walking stick seat, cane, etc., you deprive your muscles of the exercise that they need. Only by weight control and continual exercise will you have a stress free, less painful back.
But I'm still looking for that shortcut! And, yes, I understand this has nothing to do with marketing this new invention. What's all this about people wanting things better, faster, and cheaper? You were right.
Always delighted to be taken to the woodshed by a reader! I got six words for Reg: "It works. It changed my life." Cheers
DeleteSure it works. A golf cart would work even better!
ReplyDeleteGiven the choice of Malcolm Bull's Stick Chair for $55 + s&h vs. a $4,000.00 golf cart...
Delete