Prevention vs. Cure help

Easier to make the link live...

Money101

I don't have much time right now, so a few quick things:

1) Consider starting your letter with a positive mental image, rather than the negative one you currently have. Something that shows the parents your product will turn their kids into responsible and successful adults.

2) You need to better address the objection every parent is going to have about your product: "My kid won't watch/read a money-management product. I can barely get him to do chores/study/do homework/anything else I tell him to do!"

Yes, as Nick said it's going to be difficult for parents to get their kids to watch the dvd.

You can suggest "bribes" that could help.

E.g. - a tangible bribe - "You know it's worth giving them a new iPod (or whatever) if they promise to watch this dvd because it could cost you $1000's if they don't"

E.g. - an emotional bribe "Here's the easiest way to make sure your kids not only want to but enjoy watching the dvd - just say....(and use one of the best reasons from the dvd)"

Don't despair because a huge amount of dvd's on any subject are sold but never watched (you'll have done your best to hope it is) - but it's down to the buyer.

They are just glad they at least own it - even if it's never used.


If you are going to start with a negative image you really need to hammer it - scaring the parents so much they have buy the dvd.

Use a positive image and it has be so gratifying - again parents must buy the dvd.


Your price point is $20.00 - you might adjust this to $19.97 because it looks like a lot less money.

Also put a monetary cost on the bonuses so the entire package has a sensational value.

Make it so irresistible parents feel they should just buy it. Because it makes such good sense. And you'll trigger their emotions - they want to be good, responsible and helpful parents.

And for under 20 bucks they could save a fortune.



Steve

Your major problem here is market targeting. College kids aren't interested in saving money, and any smart parent knows their kid won't watch (let alone apply the information in) a DVD about finances unless they're already into that thing.

In short, you don't have a desperate market. And that's the first step to selling something well.

-Daniel

Daniel I totally agree with you.

But there is a good possibility the OP will make sales because there could be a "desperate parents" market. Anxious not see their kids get into a financial mess and even more anxious not to have to bail them out.

Their kids may never watch the dvd, and possibly the parents realise that, but just by having it they know there is a chance they will.


Steve


P.S. Not quite the same but I remember Dan Kennedy telling the story of a yoga expert selling mountains of dvd's. Most of them remained sealed in their boxes on the shelf in the homes.

The buyers said "Well, at least I've got them and one day I may give it a go"

It made them feel good that they had them. And maybe parents will be happy that they tried to help their kids.

It would good if the copy reflected this.

I stand by my statement it's still not a desperate market. Some people might buy, sure. But I don't think it'll ever be a lot, because the market just isn't there.

I don't give a crap whether the videos are watched or not. That really doesn't come into it. I'm saying there isn't a desperate market so they won't sell in the first place.

-Daniel

...well he's produced them, created a site so he may as well find out.

The correct answer to all this - do extensive research before you launch a product.

Because you want to be sure the "market" does exist in big numbers.


Steve