Transcript of Frankel's Free Clinic April 16, 2001

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:01 AM): Entered the room.

PaulieShark (4/16/2001 9:01 AM): Good morning, Mr. Frankel.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:02 AM): Hi, Paulie. Sorry I'm late....

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:02 AM): What's up? And call me Rob...

PaulieShark (4/16/2001 9:02 AM): No worries, mate. by my clock you're 3 mins ahead :)

Terry (terry@kididdles.com) (4/16/2001 9:02 AM): Entered the room.

Terry (terry@kididdles.com) (4/16/2001 9:03 AM): Good mornin', Rob & Paulie

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:03 AM): I've got three different clocks and three different times...

PaulieShark (4/16/2001 9:03 AM): Howdy Terry. You guys put in your email addy, should I? I'm a first timer?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:04 AM): It's okay if you don't Paulie.. If someone asks for it, you can just type it in later.

Del (4/16/2001 9:04 AM): Entered the room.

Terry (terry@kididdles.com) (4/16/2001 9:04 AM): Paulie, I don't think it's necessary, but it does help if someone wants to get in touch with you

Terry (terry@kididdles.com) (4/16/2001 9:04 AM): Mornin' Del

PaulieShark (4/16/2001 9:04 AM): Howdy Terry. You guys put in your email addy, should I? I'm a first timer?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:04 AM): We do it just because we're lazy....

Del (4/16/2001 9:04 AM): Morning all. :-)

PaulieShark (4/16/2001 9:04 AM): Welcome, Del.

Cindy (cindy@frii.com) (4/16/2001 9:04 AM): Entered the room.

Terry (terry@kididdles.com) (4/16/2001 9:05 AM): Howdy Cindy

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:05 AM): Just remember we ALWAYS let the new folks go first, so don't be shy...Jump in, but do take turns.

Cindy (cindy@frii.com) (4/16/2001 9:05 AM): Good morning, everyone!

Marshal (marshal@positionwizards.com) (4/16/2001 9:05 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:06 AM): Wow, we're all so polite today....usually it's a shark feeding frenzy (no offense there Paulie)

PaulieShark (4/16/2001 9:06 AM): I'm mostly here to try the experience; however, I do have a new E-Book coming "How the Chicken Crossed Wall Street and Got to the Other Side" and I'm eager to discover what's involved in the promotion generally.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:06 AM): Paulie or Cindy, what can I help you with today?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:07 AM): It helps if you ask really specific questions.

PaulieShark (4/16/2001 9:07 AM): Is much known about the response rate between a totally e-delivered book and one available print-on-demand?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:07 AM): And ignore my awful typing

Liz Smith (liz@digifrog.com) (4/16/2001 9:07 AM): Entered the room.

Cindy (cindy@frii.com) (4/16/2001 9:08 AM): just observing right now, Rob, thanks

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:08 AM): Why are you going the e-book route? How many pages is your book?

PaulieShark (4/16/2001 9:09 AM): The reason is... I've done self-publishing and I'd prefer the ease of no inventory or shipping. The book is presently 92 pages. It's in the last stages of editing. There are also 4 audio files.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:09 AM): How are you pricing it?

PaulieShark (4/16/2001 9:11 AM): Mr. Frankel, I will of course be testing price. However, since the investing plan looks for someone qualified to save an extra $100 a month for themselves... I'm starting my testing at $120.... claiming it's $250 regularly however, for testimonials...there's special temporary pricing.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:12 AM): Well, if you're self-promoting the book, there's one issue you're going to have to deal with: reviewers. how receptive are they to e-books?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:12 AM): I deliberately self-published The Revenge of Brand X, partly to thumb my nose at the major publishing houses. But if it had been an e-book I'm sure that nobody would have reviewed it.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:13 AM): And since I marketed the book with no $, that counted -- a lot.

PaulieShark (4/16/2001 9:13 AM): Decidedly.

Laura Bell (4/16/2001 9:14 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:14 AM): I'd be less concerned with response rates between the two media than I would with receptivity. I also believe that an e-book stored on someone's hard disk stays hidden from the rest of the world.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:14 AM): Who knows how many sales I've gotten because someone left it out on their desk or coffee table?

Liz Smith (liz@digifrog.com) (4/16/2001 9:14 AM): Entered the room.

Laura Bell (4/16/2001 9:14 AM): Hello all

Cindy (cindy@frii.com) (4/16/2001 9:15 AM): Rob, did you use Amazon Advantage?

Cindy (cindy@frii.com) (4/16/2001 9:15 AM): hello Laura

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:15 AM): And your price point, Paulie, why not just print them up and let a fulfillment house take the orders and ship? That's what I do with ifulfill.com and they're great1

PaulieShark (4/16/2001 9:15 AM): Mr. Frankel, I will agree with that. Though I might say I found one marketing niche where that was an advantage. Specifically, gay and lesbian e-books are having quite a renaissance because of that very quality. Something people dealing with sensitive niches may wish to consider.

PaulieShark (4/16/2001 9:15 AM): Mr. Frankel, now outsourcing the hassle is a spot on idea.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:16 AM): I'll bet that's true. It makes sense, especially among the more discrete niches. But yours and mine are hardly discrete issues.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:16 AM): Paulie, if you keep calling me Mr. Frankel, people are going to think I'm respectable....

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:16 AM): Paulie, where are you based geographically?

PaulieShark (4/16/2001 9:17 AM): NW Indiana, Sir.

PaulieShark (4/16/2001 9:17 AM): USA

PaulieShark (4/16/2001 9:17 AM): Hahaha, do you prefer Rob?

Terry (terry@kididdles.com) (4/16/2001 9:18 AM): LOL, Rob... I was just going to say that this is probably the most respect you've been shown in awhile!

Laura Bell (4/16/2001 9:18 AM): Just in case anyone is interested, the best ebook publisher, imho, is booklocker.com

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:18 AM): iFulFill.com is in Ohio/Michigan. Paul Purdue is a great guy and very good. He does all my stuff and no account is too small, as long as you're doing regular business.

PaulieShark (4/16/2001 9:18 AM): I will investigate ifufill.com ...at the same time, do they fulfil audio recordings also?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:18 AM): Sure, Paulie, Rob is just fine.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:19 AM): They'll send out anything. And yes, several of their clients are audio clients. They fulfill my tape set, too <---PLUG

PaulieShark (4/16/2001 9:19 AM): <Hands over the baton to others in the room> Thank you, Rob

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:19 AM): Anyway, there are still too many drawbacks and too much resistance for e-books for me.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:19 AM): Anyone else got something they want to jump in with?

Del (4/16/2001 9:20 AM): I agree. A lot of folks are tactile shoppers. They need to feel "hard" goods.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:20 AM): Any time, pal.

Terry (terry@kididdles.com) (4/16/2001 9:20 AM): Rob, regarding the brainstorming session for E-tailers, it looks like we've got about a dozen people interested so far...

Terry (terry@kididdles.com) (4/16/2001 9:21 AM): The first session will likely be in a couple of days

PaulieShark (4/16/2001 9:21 AM): "Terry could you define this?"

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:22 AM): That's great terry. Let me know when it happens and I'll make sure to send you the transcripts.

Terry (terry@kididdles.com) (4/16/2001 9:22 AM): Paulie, I operate an online store... lately, I've been burned by a few scenarios that I didn't foresee...

Terry (terry@kididdles.com) (4/16/2001 9:23 AM): I proposed a brainstorming session with other E-tailers on the FrankelBiz list, and we're going to meet here in Rob's Chat room to try and brainstorm on some of the pitfalls and possible solutions to otherwise unforeseen situations

Terry (terry@kididdles.com) (4/16/2001 9:23 AM): Will do, Rob -- I'll send a post to the list when it's scheduled

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:24 AM): Yeah, terry, you want to give people at least a few days running room so that they can schedule it.

Cindy (cindy@frii.com) (4/16/2001 9:24 AM): What kinds of problems, Terry?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:24 AM): I send out a post on Friday mornings for this chat, and people still insist they didn't know about it!

Terry (terry@kididdles.com) (4/16/2001 9:25 AM): Cindy, I've had three instances in the last week alone where people have ordered product and sent it back simply marked "Return to Sender." ...

PaulieShark (4/16/2001 9:25 AM): Rob, I had an email announcement I saw this weekend in my email box.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:25 AM): BTW, for those who still don't believe you can earn money on the web without advertising, I can tell you that subscriptions for FrankelTips are romping!

Terry (terry@kididdles.com) (4/16/2001 9:25 AM): Cindy, I've had three instances in the last week alone where people have ordered product and sent it back simply marked "Return to Sender." ...

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:25 AM): Which one Paulie?

Del (4/16/2001 9:26 AM): Hey Rob, do prospects ever get you and Frankel (of Frankel.com) mixed up?

Terry (terry@kididdles.com) (4/16/2001 9:26 AM): Of course, I ended up having to eat the return shipping costs and, since it wasn't then noted in my store policy, there was nothing I could do about it

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:26 AM): Del, I get about two calls a week and three intern inquiries a week from people who confuse us.

PaulieShark (4/16/2001 9:26 AM): It advised me of this gathering today. Rob.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:27 AM): Cool Paulie -- it's working!

Terry (terry@kididdles.com) (4/16/2001 9:27 AM): I've also had a number of fraudulent charges from foreign countries in the past month, and have since restricted the countries I'll ship to (based on the post office's policy of insurance coverage to specific countries)

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:27 AM): Terry, let's face it -- even if it were on your site, you telling me you wouldn't refund their money?

Del (4/16/2001 9:27 AM): I stumbled on the site this weekend and was like "Hey, this isn't Rob's style." And read the "About US" and said "Ooooh!"

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:28 AM): Yeah, Del, I also missed out on 1-800-FRANKEL and 1-888-FRANKEL...they were grabbed up by someone else...

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:28 AM): Which is why I took 1-888-ROBFRANKEL, which is more brand-consistent anyway.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:29 AM): BTW, I have strict policies on Eastern European orders...they have to fax us the credit card they use...BOTH sides.

Del (4/16/2001 9:29 AM): You don't need a vanity phone number, Rob... you're already established online as the go-to branding guy.

Terry (terry@kididdles.com) (4/16/2001 9:29 AM): I'd refund their product cost (just like Amazon and other E-tailers do), but honestly, do I think I should be responsible for their return shipping costs? No, I don't -- especially if they don't tell me why they're returning it.

PaulieShark (4/16/2001 9:29 AM): Terry, what is your present return policy? Have you considered a way to make it "better" and "more safe" to potentially reduce returns?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:30 AM): Del, I'll do ANYTHING to remove the barriers to entry....

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:30 AM): Terry et al, the fact is that in America at least, there's an implied warranty of consumer rights. You're smart if you just factor the returns into your business numbers to begin with.

Terry (terry@kididdles.com) (4/16/2001 9:31 AM): Rob, if *I* make an error in shipment , I'll return everything. If they simply change their mind, and don't have the foresight to tell me BEFORE I spend the time packing and sending it, I'm not sure why I should have to absorb those costs

Terry (terry@kididdles.com) (4/16/2001 9:31 AM): Paulie, I have a whole return policy laid out at http://www.kididdles.com/shop2/returns.htm if you want to look at it

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:31 AM): And in an argument with a consumer, you'll never win the "good faith" issue -- eve if you do, the publicity will do you irreparable harm.

Del (4/16/2001 9:31 AM): I'm not sure what visa/mc/amex says about "return to sender" packages. :-(

Terry (terry@kididdles.com) (4/16/2001 9:32 AM): Rob, even the 'big guys' (who have substantially more room to play with than I do) don't pay for shipping on returns -- nor do they refund the shipping amount if the error wasn't theirs

PaulieShark (4/16/2001 9:32 AM): I have a question...if it's unwelcome or off topic please with full vehemence squash it, Rob. Has anyone insight into the business model CyberRebate.com is using? At one time I believed there were selling marketing information (demographic, copy appeal etc...but now the rebate form is too generic)... I though they were using the float...BUT they pay 10-precentish in referral fees. So like every $100 they bring in they pay out at least $110 and a product????

Del (4/16/2001 9:32 AM): The consumer can always fight ANY charge on their card by saying they never received the goods (which would be true).

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:32 AM): Hey, terry, a few months ago, some pinhead held me hostage and threaten to write a trash review of my book on Amazon. The guy wanted me to send him a book in some god-forsaken place at my cost of $70.

PaulieShark (4/16/2001 9:32 AM): Terry looking

Terry (terry@kididdles.com) (4/16/2001 9:33 AM): Rob, I've made my overseas shipping policy pretty strict after being burned on these last overseas fraud charges

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:33 AM): Even when I sent this clown a book he STILL trashed it, and I had to go to Amazon to file a complaint, which they responded to. But that's part of the business. It cost me time and money and a lot of frustration.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:34 AM): Paulie, CyberRebate is, in my opinion, not long for this world. Another outdated business model that is too clever for its own good.

Terry (terry@kididdles.com) (4/16/2001 9:35 AM): Rob, regarding factoring costs into original price, it's hard to do in my industry -- I'm competing with low-ish shipping charges of places like Amazon and don't have any IPO funding or other money 'magic' to back me up yet

PaulieShark (4/16/2001 9:35 AM): Rob, I'm at this point unable to disagree... ...I see nothing they could be doing to make up the difference. And with some of the additionally price hikes I considered it could be a pyramid?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:35 AM): BTW, Marshal, thanks for the work on "thebrandingexpert.com" I'm watching it!

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:36 AM): Yeah, Paulie, but like I always say, P.T. Barnum was wrong...there are TWO suckers born every minute...and most of them are venture capitalists.

Terry (terry@kididdles.com) (4/16/2001 9:36 AM): AND I'm already in a position where I can't compete with their highly discounted prices, so it's only my personalized service that I can promote KIDiddles with

Marshal (marshal@positionwizards.com) (4/16/2001 9:36 AM): No problem Rob.

PaulieShark (4/16/2001 9:36 AM): Terry, I applaud your niche market

Marshal (marshal@positionwizards.com) (4/16/2001 9:37 AM): I thought the name fit well ;-)

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:37 AM): Terry, I have to eat the excess shipping for my books and tapes, because of Amazon's shipping. But I do it, because I've built it into y pricing models

Terry (terry@kididdles.com) (4/16/2001 9:37 AM): Thanks, Paulie! :-)

Liz Smith (liz@digifrog.com) (4/16/2001 9:38 AM): Hi Rob Any advice on how to hire someone to market to my service/product to businesses

Terry (terry@kididdles.com) (4/16/2001 9:38 AM): Rob, you have the freedom to do that. Most of the products I sell have prices marked on them, so I can't increase them

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:38 AM): What are you up to, Liz/ What's the business?

Terry (terry@kididdles.com) (4/16/2001 9:39 AM): I am looking at creating some products of my own (i.e. specialized songbooks) which I could hopefully earn a better profit from

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:39 AM): Liz, maybe you should re-examine your pricing. Even adding a 50 per order handling charge that builds a reserve might help.

Liz Smith (liz@digifrog.com) (4/16/2001 9:39 AM): Rob, we write interactive multimedia CDRoms. We don't have the manpower for a sales force.

Del (4/16/2001 9:39 AM): Terry: What about switching your shipping rate to tier-based (total value of products purchased)?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:39 AM): Oops 50¢

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:40 AM): Liz are you mass producing CD's or are these one-off's?

Terry (terry@kididdles.com) (4/16/2001 9:40 AM): Del, that doesn't work too well with my products. A $14.95 CD will ship for a lot less ($4 shipping) than a 300 page, $19.95 songbook ($9 shipping)

Liz Smith (liz@digifrog.com) (4/16/2001 9:41 AM): we write the software for presentation purposes

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:41 AM): Time to start packaging products, Terry. If you notice, none of my products are under $25...unless they can be delivered by e-mail.

Del (4/16/2001 9:41 AM): Terry: Hmmm. I see.

PaulieShark (4/16/2001 9:42 AM): Liz, to see if I'm understanding. You essentially set up someone in need with CD-ROM versions of a Power Point type presentation?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:42 AM): You need to take a serious look at packaging like we discussed a while back with Del. More CD's and books in one package.

Liz Smith (liz@digifrog.com) (4/16/2001 9:42 AM): We write them specifically for clients to sell/present their services

PaulieShark (4/16/2001 9:42 AM): So your clients are ordering in bulk?

Liz Smith (liz@digifrog.com) (4/16/2001 9:42 AM): Yes Rob.. only it's better than power point.

Terry (terry@kididdles.com) (4/16/2001 9:42 AM): Packaging how, Rob? Considering that most of what I sell is other artists CDs or videos, or publisher's songbooks?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:43 AM): Paulie, I do have bulk pricing. But my products are high enough to ship individually. Now, the new FrankelTips weekly is only $18 a YEAR -- no way it's going out via postal mail! It's availability via e-mail is all that makes it profitable.

Del (4/16/2001 9:43 AM): Terry: Like one, two or three like products (rock for toddlers set) kinda stuff. ;-)

PaulieShark (4/16/2001 9:43 AM): Terry, from a different direction. how about viewing the first purchase as just that...the start of a relationship. How about working more aggressively with the people who have proven themselves? Perhaps with a continual education/contact component. For example, what if you were to pick themes for each month.. Say diversity and focus and educate you GOOD customers on the value of diversity training for their "KIDdies"

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:44 AM): Terry, package them as a set: "Music for Lovers", "Music for Weasel Hunters"

PaulieShark (4/16/2001 9:44 AM): Rob, Sorry the comment on bulk was to Liz...

Del (4/16/2001 9:44 AM): Weasel Hunters. LOL. Rob really needs a vacation.

Terry (terry@kididdles.com) (4/16/2001 9:44 AM): Paulie, I do that, to some extent. I have a regular themed newsletter that focuses on store products that fit the theme

PaulieShark (4/16/2001 9:45 AM): Liz, how many compelling case studies or testimonials have you collected from others using your presentations in their sales? This seems to be a case of demonstrating the cost of the marketing tool is self-liquidating and profitable?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:45 AM): Each package contains a bunch of similarly themed products, books, CD's, art, whatever. You save on the shipping and you get much more bucks per sale, much more profit.

Terry (terry@kididdles.com) (4/16/2001 9:45 AM): Rob, the problem is still that most of the products have a fixed price on them -- unless I can add something unique (and 'mine', I think) I don't know that it would cut it. It's too easy for them to go to Amazon and get the individual pieces they want.

PaulieShark (4/16/2001 9:46 AM): Terry, also strategic alliances. Do you have relationships set up with other suppliers to mum's and dad's? Things from baby seats to formula to custom clothes to educational toys?

Liz Smith (liz@digifrog.com) (4/16/2001 9:46 AM): Paulie we just started doing this. We are web designers and have started this new service. We are looking for someone to market this service for us.

Terry (terry@kididdles.com) (4/16/2001 9:46 AM): Hmm, that might work, Rob -- I'll have to give it some thought

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:47 AM): Who cares about the fixed price? That just makes it a better value! What you need to do is develop a low cost high perception additional item that you can throw into the package.

PaulieShark (4/16/2001 9:47 AM): Rob, who were you mentors in marketing?

Terry (terry@kididdles.com) (4/16/2001 9:47 AM): Paulie, no, I don't. Many of them sell the same things I do, so it kind of defeats the purpose of the alliance.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:47 AM): I just read a great piece in Esquire last month about McDonalds. You know what McDonalds really is?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:48 AM): Paulie. I have one mentor: that kid in The Emperor's New Clothes who insists the King is naked.

Del (4/16/2001 9:48 AM): Rob: Ever hear of a cartoonist by the name of Jerry King? (He's done over 2,000 greeting cards and worked on stuff for playboy, wall street journal, etc). He's willing to work with me on some greeting cards. :-)

PaulieShark (4/16/2001 9:48 AM): Liz, I have a friend who was a top sales person of "CD-Business Cards" as they were called. However, his company was run by someone who was charged with fraud. I could refer you to him, he might have interest and some pre-sales?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:48 AM): Clue #1: They make no money on burgers.

PaulieShark (4/16/2001 9:48 AM): Rob, a real estate business?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:49 AM): Del, I know the owner of Paper Moon and he's looking around for action.....

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:49 AM): Clue #2: It ain't french fries.

Del (4/16/2001 9:49 AM): McDonalds primary asset is land.

Terry (terry@kididdles.com) (4/16/2001 9:49 AM): Franchise fees?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:49 AM): Nope, not real estate either....McDonalds is the WORLD'S LARGEST COCA COLA MACHINE!!!!

PaulieShark (4/16/2001 9:49 AM): Terry, <nods> yes, it's hard when products become ubiquitous :(

Liz Smith (liz@digifrog.com) (4/16/2001 9:49 AM): Paulie that would be great. We do CD Business cards and are looking for someone to market this service. We aren't frauds either! ;) I have lots of references from satisfied clients.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:50 AM): (TEN MINUTE WARNING)

Terry (terry@kididdles.com) (4/16/2001 9:50 AM): Yeah, there's a HUGE markup in soft drinks

PaulieShark (4/16/2001 9:50 AM): Liz, could you email me some contact info at paulieshark@aol.com

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:50 AM): McDonald's makes most of its money selling a 2¢ cup of Coke for $1

Liz Smith (liz@digifrog.com) (4/16/2001 9:51 AM): Paulie, yes I will do that, thanks

PaulieShark (4/16/2001 9:51 AM): Rob, hence they package a "large coke" in each of their numbered meal deals... Yes?

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:51 AM): Terry, the reason I bring this up is that this is the part of merchandising that you're missing. You need that one item that carries the biggest load of profitability

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:51 AM): You got it Paulie...

Del (4/16/2001 9:52 AM): Rob: I was toying with the idea of a line of greeting cards for interoffice communication..between coworkers, between bosses and employees. that kind of stuff. Don't know what the reception would be though....If all else fails, I still work with the cartoonist for stuff for my mortgage line.

Terry (terry@kididdles.com) (4/16/2001 9:52 AM): You're right, Rob -- and I think I've figured out that it's sheet music to many of the songs I carry on the site. Now it's just publishing them (which I've started the process of)

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:52 AM): See, this is why businesses gross huge revenues as they go bankrupt. They try to spread a thin margin over many items. You and I can't do that.

PaulieShark (4/16/2001 9:52 AM): So in Terry's case. She would use packaging to generally move more product on every successful delivery to begin and in all packages include the highly profitable item(s) and as such ...have a bigger buffer against a return?

Terry (terry@kididdles.com) (4/16/2001 9:53 AM): That's the truth! It's pretty slim

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:53 AM): Del, it's only a matter of time until you broaden your card categories. You're doing it right, IMHO.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:53 AM): Terry, Sheet music sounds right...If it costs you 25¢ you should be able to sell it for what, $8?

Del (4/16/2001 9:53 AM): Rob: I think I even have the card line name : Executive Whimsy.

Terry (terry@kididdles.com) (4/16/2001 9:54 AM): It depends on what I package, Rob. I'm planning a 'holiday songs' book first, and could probably price it at 12.95 or thereabouts

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:54 AM): Fun name, Del.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:54 AM): See terry? Nobody ever said that you had to make the same margin on every product!

Terry (terry@kididdles.com) (4/16/2001 9:55 AM): Right -- as long as I can get away from the pre-packaged product that I mainly sell

Del (4/16/2001 9:55 AM): Terry: Or you can carry no overhead and ebook it. :-)

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:55 AM): E-BOOKS! AAAARRGGGHH!!!!!

Terry (terry@kididdles.com) (4/16/2001 9:56 AM): I've thought of that, Del, but am not sure how to get the sheet music into an electronic format that would work for everyone

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:56 AM): Terry, don't be afraid of the pre-priced stuff. people will use them as the comparison for your package values.

Terry (terry@kididdles.com) (4/16/2001 9:56 AM): There's also a real risk with sheet music for piracy -- few people have respect for the copyright issues involved

Terry (terry@kididdles.com) (4/16/2001 9:57 AM): <grins at Rob>

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:57 AM): Terry, there are specialists who do exactly that....darned if I can remember off hand though.

Del (4/16/2001 9:57 AM): Terry: I'm not a fan of e-books at all, just wanted to point out a low-cost option for delivery.

Terry (terry@kididdles.com) (4/16/2001 9:57 AM): Rob, if you can figure out who it is, I'd love to connect with them

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:58 AM): Hey, you think I'm going to let $36.95 slip away from me as people pirate copies of Revenge of Brand X? I don't think so....

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:58 AM): (TWO MINUTES)

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:58 AM): I'll try to scrounge around for it, terry.

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:59 AM): Anyone else before we all file our income taxes?

Terry (terry@kididdles.com) (4/16/2001 9:59 AM): Thanks, Rob

Rob Frankel (rob@robfrankel.com) (4/16/2001 9:59 AM): Okay, then meeting is adjourned. Thanks everyone! I'll see you online!

Del (4/16/2001 9:59 AM): Terry: Are planning on quick printing the book (local copy center) or offset printing?

Terry (terry@kididdles.com) (4/16/2001 10:00 AM): Thanks for some great suggestions today -- you've given me some real food for thought to take away and work on this week.

©2001, RobFrankel, http://www.robfrankel.com Contact Us">Contact Us