What is the secret to turning a dream into a reality?
Let me reveal the keys to one exciting success despite launching in a recession.
It’s a story that shows the American dream come true—from “rags to riches” to a true multimillion-dollar success story.
The idea and obstacle was to market alternative health information before it became popular.
Dr. Bruce West first called me over 30 years ago, during a recession and economic uncertainty. He wanted to share his knowledge of alternative health protocols before the national health movement took off—and he wanted to make a living at it.
The Launch
Dr. West’s original goal was to market a newsletter on alternative health to medical professionals and offer them supplements.
Instead, I suggested marketing this newsletter to an audience of consumers age 50+. Dr. West agreed.
My team at CDMG created 7 keys to Dr. West’s successful launch.
Key #1: Accountable Direct Response Advertising
He had a typical low start-up budget. So, the first key was to market so that everything we did was accountable and on a tight budget.
Key #2: Direct Response Copy/Strategy
The second key was to apply professional direct response copy and strategy.
This included branding, positioning, defining the Unique Selling Proposition (USP), and creating a personality. Plus, our copy recognized that even with economic uncertainties, health is critical.
Key #3: Powerful Direct Response Offer
The third key was developing a powerful and irresistible offer so the project could begin profitably at the start.
Key #4: Test Creative
At the start of a new launch, pick the right marketing channel and test creative. Once proven, go to a bigger budget with more testing.
Key #5: Using the Right Media/Data
The best creative won’t work if you don’t have the right media and data.
Our team identified our target audience: Those will pay for expensive information and should have an interest in health alternative.
We also set up data tests.
Key #6: Right Analysis
Plus, we analyzed all the test results for the creative and media to improve for each campaign.
Key #7: Always Stay One Step Ahead
We also established trust and relationships with Dr. West to test additional creative approaches, media, and creative direction to stay one step ahead of the market.
Dr. West was a pioneer in multichannel marketing.
From writing his alternative newsletter on the kitchen table in a rented house, Dr. West became the founder of one of the largest health newsletters and supplement companies in America… and owning the house overlooking the ocean.
We generated over 100,000 paid active subscribers year after year (average unit of sale is $68.00), powerful renewal rate and more importantly, recurring income from nutritional supplement sales. We created a $24 million dollar-a-year supplement company.
Despite recessions, market crashes, intense competition from large corporations, changing technologies, and new media and communication channels, we continue to help build this company into one of the largest independent alternative health services in America.
For over 30 years now, CDMG produced a broad array of marketing strategies and tactics to help Dr. West become profitable and grow exponentially. Starting with direct mail, we mailed over 48 million direct mail pieces.
Some of the other multichannel marketing strategies included:
- Infomercials
- Magalogs
- Landing Pages
- Newsalogs
- Database Marketing
- Upsell/Cross Selling
- Inserts
- Renewal Series
- Banner ads/Native ads
- Digital ads
And, over the years, CDMG won six gold awards for Best Marketing Campaign of the year (out of our 97 awards) for the campaigns for Dr. Bruce West and his newsletter/supplement company.
The Results
The company grew from only a dream into a multi-million-dollar reality for Dr. West – all because of superior direct response multichannel marketing and media selection.
I’d love to talk to you about your product or service and how you can go from “rags to riches.” Please contact Michael Oppenheimer at 615-933-4647 or via email at [email protected].
