Use Your Illusion
Dear Friend,
On September 17th, 1991, I stood outside of Peaches Music on University Drive in Plantation at midnight, waiting for the store to "open" and sell me the 2 new CD's being released by Guns N' Roses, called "Use Your Illusion l" and "Use Your Illusion ll."
At that time, no other band had orchestrated any kind of marketing quite like that. What a way to get attention, and boy it sure worked! Both albums went immediately to Numbers 1 and 2 on the Billboard Charts.
Since that time, there have been many many other "unconventional" record (oops, I mean CD -- I'm dating myself now) releases including songs being released only on movie soundtracks... songs "banned" from the radio because of having foul language... and of course, "early" leaks of CD's, especially on the internet.
However, when Guns N' Roses used the "midnight" sale, it was groundbreaking. And of course, at the time, people complained and said things like this would never work.
Here's another example of ground-breaking selling: When I was a kid growing up in the Bronx, for a big "road trip", we'd drive over to the Paramus, New Jersey "A & S" mall.
It was a really big deal once the mall started opening up on Sundays, because something called the "Blue Law" (Sounds like something that has more to do with porn-ography than with retailing, doesn't it?) had been established and prohibited Sunday commerce for years.
Nowadays, not only do retail stores open up early, but they go out of their way to open up at the crack of dawn the Friday after Thanksgiving, now commonly called "Black Friday" in the retail industry, because for many stores it represents the largest one-day gross sale volume during the year.
In fact, so MANY people get up to get their hands on the limited early-bird deals going on, up in Orlando yesterday, there was a brawl outside the store, during pre-dawn hours, at the local Wal-Mart, while people were lined up for the sale.
Gee, I'm shocked.
Anyway, you know you're on to something good when you've made some kind of marketing "breakthrough" that other people -- especially your competition -- complain, criticize and make a big fuss over.
In "22 Ways To Completely Eliminate Your ALL Your Marketing Problems Right Now!" -- http://www.kingofcopy.com/22ways -- if you order the "Gold" package (Option 2) (http://www.kingofcopy.com/22ways/order.html) -- you get something called "The Angry Marketer" story.
In this story, I show you exactly what happens when a marketer makes a breakethrough, and how his competition reacts with nothing but vitriolic anger against him.
As I told this info-marketer -- he's on his way to doing some serious amounts of business.
And while his competition's filled with frustration, I'm sure he'll be laughing... all the way... to the bank!
Now go sell something,
Craig Garber
Any comments?
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