For example, my neighbor who is a TV cameraman who’ll be at Staples for the first game, knows the people who have the four seats next to the Lakers bench.
They sold their tickets for tonight’s Game 1 for $18,000 per ticket! Crazy!
But that’s the Law of Supply and Demand. There are only so many tickets on the floor at Staples…and apparently, some people will pay top dollar to sit next to the Lakers and be seen on worldwide tv.
The same Law of Supply and Demand holds true in direct marketing.
If you have something truly unique to sell…that prospects can only get from you by purchasing direct…you control the supply.
Then, if you create a promotion that sells the “demand” for the product, you have a winner.
Take the case of a successful promotion I wrote to women for a breakthrough natural thyroid supplement.
The hook to attract readership was twofold:
First, a headline that revealed “The surprising truth why so many women can’t seem to lose weight…are tired for no reason…and always have cold hands and feet.”
Second, the cover included a cartoon illustration of a woman looking tired and beat as the BEFORE picture, then dancing with renewed vitality for the AFTER picture.
This painted a picture of how women felt when run down…and how they hope they could feel.
The truth? Many of these health problems are linked to a low or underactive thyroid.
The payoff: A unique, scientifically researched supplement that helped nourish and revitalize a woman’s thyroid.
When I first took on this assignment, I knew there were not many thyroid promotions like this in the mail. The market was wide open.
But by finding an area of great demand (as many as 40% of Americans have a balky thyroid and doctors miss 90% of low thyroid cases)…I was able to tell a story that hasn’t really been told…and supply a unique, doctor-approved solution.
The piece has been very successful both in the mail and online.
