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How should I approach these magazines?

by DavidG
10 replies
I live in California where pretty much everyone and their dog smokes weed.

Recently I have seen a smoke load of marijuana magazines. Most of the ads in these magazines are designed to get new patients. Which is pretty the same thing as getting a new subscriber...

Below you will see three links which are pictures I took that show how most of the ads look like...

https://www.dropbox.com/s/tugu7llbto...715_144639.jpg

https://www.dropbox.com/s/zq36fuxq29...715_144421.jpg

https://www.dropbox.com/s/rqs6bchnpf...715_144516.jpg


As you can see they are pretty much the same... they provide a menu (with prices) - the name of the collective, what the patient (reader) gets as a gift if he signs up (which are all the same thing) and the location/number of the place. Not to mention the heavy graphics and terrible fonts...

(BTW you have to go to the collective to sign up because thats the only way you can purchase anything and the only way you can sign up is if you get a medical marijuana card).

Some of the ads show some specials that they have throughout the day like early bird specials in the morning or a 420 special at 4:20pm everyday. Heck some offer free food on fridays...

As a copywriter/marketer I think this is something worth looking at. However the question is - what would be the best way to approach these businesses given the circumstances and how would I structure the fee?

It's way different than direct response but the outcome is a bit similar. Most dispensaries want new patients and people promote the best "weed" at different prices to attract them...that's really it. (Occasional Specials)

Since I'm a patient - I know the niche pretty well. As in I know what attracted me to sign up to some of these collectives and what annoyed me to never come back.

If there is anything that needs clarification let me know...

Thanks,
DG

P.S. - I saw some "morals" thread around here a few days ago... none of that please.

P.S.S. - I've never done this for magazine ads - which is why I asked (pm reply).
#approach #hidden #niche
  • Profile picture of the author ThomasOMalley
    Tell them you'll bring them sky "high" profits...lolol.
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  • Profile picture of the author Rezbi
    Tell them you know exactly how to 'weed' out the browsers from the buyers.
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  • Profile picture of the author Rezbi
    Tell them you'll convince their customers the importance of a balanced diet - a joint in each hand - thus doubling sales.
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  • Profile picture of the author DavidG
    regardless of such great puns - I do need some help on how I should approach these businesses...


    Thanks,
    DG
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  • Profile picture of the author Pusateri
    The first thing I would do is talk to them of the importance of differentiation. Tell them about how differentiating themselves from the competition will allow them to charge premium prices and attract patients who can't be switched on the basis of price.

    Then all you need to to is find out what is unique about them that the customer will find interesting and relevant, and tell that story.

    As for the fee, I don't think anyone can answer that without knowing more about your ability and how much these dispensaries make.
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    • Profile picture of the author DavidG
      Originally Posted by Pusateri View Post

      The first thing I would do is talk to them of the importance of differentiation. Tell them about how differentiating themselves from the competition will allow them to charge premium prices and attract patients who can't be switched on the basis of price.

      Then all you need to to is find out what is unique about them that the customer will find interesting and relevant, and tell that story.

      As for the fee, I don't think anyone can answer that without knowing more about your ability and how much these dispensaries make.
      Thanks Pusateri!

      Since they are all advertising like Markets do (based on price), it led me to believe that the way to approach the business owners would have to be different than the idea you explained.


      Thanks,
      DG
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  • Profile picture of the author Loren Woirhaye
    The clients are already going to buy. It's like selling food
    or pants - the buyers are going to buy.

    You'll want to read Dan Kennedy's two books on
    marketing to the affluent... the one called "Marketing
    to the Affluent" and "Uncensored Sales Secrets".
    This information will equip you to pitch the businesses
    on how you can help them charge higher prices
    and attract an untroublesome clientele who will pay
    those prices, making running of the business both
    more pleasant and more profitable.

    Of course maybe the people running dispensaries
    just love dealing with cash poor stoners all day...
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  • Profile picture of the author shawnlebrun
    Dave,

    Like Loren said... your market is already motivated... hell, it might be as rabid as a market as you can get. For some of these places, it's like shooting fish in a barrel because they're simply matching up the markets needs with what they offer.

    The advertising, like you said, is horrendously graphic heavy and busy... cluttered isn't even the word.

    so if it was me... i'd spend some time drafting up a piece of copy that you know would work. simply make it easier to read, cleaner, clearer, etc.... and use some elements of good copy that you know would boost response.

    then, i'd go to all of these magazines and offer it up for free... one time.

    what you want is proof of results, that your ad in fact blew theirs away. not sure if they test and track like typical direct response... but again, offer it up for free so you can
    get results AND a testimonial.

    then, once you get results... and it shouldn't be that hard to beat those ads... then you can do one of 2 things.

    1. go to each business/magazine and say "my ad beat the previous one by ___%.... and offer to do the same with them. this time, it ain't free. you either do flat fee and royalties, or royalties, or some kind of ongoing payment structure. i wouldn't just do a flat fee, this is a profit machine, so i'd structure it so as long as they use your ad, you get paid a percentage, either a % of sales... something.

    2. or you can simply offer a killer ad as a "franchise" or template and license it out to other magazines/shops to use.... so they have a proven ad that brings in business.

    so, let's say you charge one business a $1,000 to use your ad... well then you can go to each and ever shop and tell them you have a proven ad they can use to bring in clients... you would just have to modify it a bit for each place, and then sell that one ad over and over again to different shops/magazines... in essence, licensing or franchising your proven ad.

    hope that makes sense.
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  • Profile picture of the author shawnlebrun
    oh, and P.S...

    do you think there's a market for weed-based doggie num-nums in CA? my marketing brain is always churning....
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  • Profile picture of the author DavidG
    Makes perfect sense shawn and thanks for your response as well Loren.

    I'm going to do just that - and start hanging around MJ forums to start seeing what makes people tick.

    Actually, because everyone is on the first level of awareness where they are simply buying based on price, they already know what the product does and how it fufills their desires, that making an ad WITH the prices (menu) will still be helpful? Or is it better to simply make more of an article that sells something unique with a better offer if they go and sign up?


    Thanks again for the help,
    DG
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