"synopsis" may belong to another edition of this title.
A business of your own you could start in spare time with very little money, and almost no risk?
A business that could get as big as you want, in time?
A business you could run wherever you wanted to live?
Perhaps a mail order business?
A business that would be good not only for you, but for your customers, your employees, your community and your planet?
If yes, you will love this book Roger Griffith has written about Lyman Wood, the Vermont marketer cited by the Governor for creating $500 million a year of new industry for that state.
It is the fascinating story of how Wood did all of the above and a lot more, and it's loaded with how-to you could use.
Lyman Wood set goals for himself and never forgot them. His goals were simple: He wanted to enjoy life in the country and make money through mail order. He has done both, tells you how he did it, and will make you want to try.
(As Lyman tells it) 'The agency subscribed to the Starch Readership Service, a monthly rating of the readership of everybody's ads.I spent hours and hours studying these reports to figure out what made ads work -- headlines, the size of the ad, the position in the paper or the magazine.
'I had a lot of spare time on my hands, so I asked Winnie Best, the librarian, if there was something on research I could read. She gave me the report of a 5,000-sample nationwide survey that won the Bromo Seltzer account for Thompson. That survey must have cost $100,000, even in those days.
'It was supposed to be objective research, but the people at Thompson interpreted the data to show that people bought Bromo Seltzer to cure hangovers. The head of the creative department -- the number one creative man at J. Walter Thompson -- had the market research done only to keep the client sold on what the Thompson copy department wanted to do, push how good the product was for those with hangovers.
'I read the report. I looked at all the figures and saw that they had been misread. Yes, more people use Brom Seltzer for hangovers than anything else. But the people who used it for headaches used it very frequently, much more often than those with hangovers. If they had had as many hangovers as the agency said they bought Bromo Seltzer for, they probably wouldn't last long as customers. The bigger buyers were those with headaches.
'I wrote a memo about this to Thompson's account representative for Bromo Seltzer, a very successful young man. I told him the hangover people weren't the big market for Bromo Seltzer. He read the memo, then said, "Well, very interesting, but let's keep it between us."
'The agency eventually lost the account.'"
"About this title" may belong to another edition of this title.
Shipping:
US$ 4.00
Within U.S.A.
Book Description Paperback. Condition: new. New. Fast Shipping and good customer service. Seller Inventory # Holz_New_0964229501
Book Description Paperback. Condition: new. Buy for Great customer experience. Seller Inventory # GoldenDragon0964229501
Book Description Paperback. Condition: new. New Copy. Customer Service Guaranteed. Seller Inventory # think0964229501
Book Description Condition: new. Seller Inventory # FrontCover0964229501
Book Description Paperback. Condition: Brand New. 252 pages. 9.90x7.00x0.60 inches. In Stock. Seller Inventory # __0964229501
Book Description Paperback. Condition: Brand New. 252 pages. 9.90x7.00x0.60 inches. In Stock. Seller Inventory # 0964229501
Book Description Condition: new. Book is in NEW condition. Satisfaction Guaranteed! Fast Customer Service!!. Seller Inventory # PSN0964229501
Book Description Paperback. Condition: new. New. Seller Inventory # Wizard0964229501
Book Description Condition: New. New. In shrink wrap. Looks like an interesting title! 1.2. Seller Inventory # Q-0964229501