A message from Perry . . .
I just finished talking to a manufacturer's rep who
told me, "Perry, the economy is super tight, and
I'm doing everything I can to keep my head above
water. How can I do advertising with zero budget?"
Manufacturers representatives probably operate
under the narrowest set of constraints. For example:
* You only make 5-10% total commission, and
marketing expenses have to come out of that
* You don't have legal authority to make product
claims or guarantees
* Your principals produce lousy sales literature
* Your principals' white papers are boring and irrelevant
* Tell your principals their marketing sucks, and
they'll fire you
How's that for a set of handcuffs?
It won't keep you from marketing successfully,
though. Lead generation advertising done properly
is almost always less expensive than shoeleather
and telemarketing.
During the 1990's, Jeff Paul sold a system somewhat
like mine for financial planners. If you think the
manufacturers you represent are dumb, take a
look at the big insurance companies. If you think
you've got problems making guarantees, try getting
nailed by the Securities and Exchange Commission.
There's a CD that ships with my marketing toolkit
called "fast strategies for resellers" and it talks
about this in greater detail. I include it in the kit
because this is the "lowest common denominator"
for marketing in a compromised situation.
So if you literally have ZERO money for advertising,
then there are three things you can do:
1. E-mail
2. Press Releases
3. Joint Ventures
To Your Success,
Perry Marshall
Article with thanks to Perry Marshall at www.infusionsoft.com
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