Part I: Marketing Myself Through The Bachelor Book
So what is the greatest marketing program I’ve designed over the last 20 years? I’m going to lay it out for you as an illustration of exactly the power of the marketing strategies we promote at The Wealthy Dentist.
Let’s start with me in 1982. I had hair then and was a good 20 pounds slimmer. I had a beautiful red E-type Jaguar convertible.
It’s the kind of car you have when you’re single: tan interior, wire wheels, two tops, twelve cylinders. My life was just where I wanted it.
I was running a marketing company and living on San Francisco’s Telegraph Hill.
Every day I’d run down the steps, around the Embarcadero, to the club to work out, then back to my place for a shower.
One day I was working out at the San Francisco Bay Club (the ultimate yuppie workout place!).
A friend of mine said, “Jim, come on over here. The bulletin board says you can sign up to be interviewed as a candidate for a book.”
“Well, what’s the book?”
“They’re looking for the 100 most eligible bachelors in San Francisco.”
So I asked, “How much does it cost?”
He said, “It doesn’t cost anything. Just sign up, and if you qualify, they’ll put you in the book.”
I didn’t have anything to lose. I put down my name and number and forgot about it. A few weeks later, I got a call from an editor with Random House. Here’s what happened:
EDITOR: I’d like to talk to you a little bit to see if you qualify as one of the 100 most eligible bachelors in San Francisco.
EDITOR: Some of my questions are a little personal.
JIM: No problem. You can ask me anything you want.
EDITOR: Well, are you single?
EDITOR: Have you ever been married?
EDITOR: How old are you?
EDITOR: (pause) Are you open to the concept of marriage?
JIM: Yes. To be honest with you, I’ve come to that point in my life when I think it’s time that I get married.
EDITOR: Fine. I only have one more question for you.
JIM: Lay it on me.
EDITOR: Are you straight?
EDITOR: Congratulations, you qualify!
Basically, they were having a very hard time trying to find 100 straight and eligible men in San Francisco for this book. So I qualified.
I had an interview with the author of the book. I took a hot picture next to my E-type Jaguar convertible. She said, “I’m going to send you my write-up. If you don’t like it, just correct it and send it back the way you want.”
A month later, my partner opened an envelope in the mail. He exclaimed, “Jim, I’m reading this bio this woman wrote about your life and what you want in a woman – and it is total #@%&!!!”
“Oh,” I said.
He said, “I think we need to rewrite this in detail.”
I said, “What do you mean, ‘we’? It’s my life.”
And he said, “Look, I think I can help you on this. I’ve known you for quite some time, and I know what kind of woman you need.”
So we rewrote it as a direct-mail marketing piece. We outlined just what I wanted in a woman and sent it in.
Remember to be very specific in your marketing and to ask for exactly what you want!
A few weeks later the Random House editor called. She told me, “We’re going to have a launch party for the book. It’s going to be a good time, and we want you to come on down. It will be at a disco on the waterfront, not far from where you live.”
I said, “Fine. I’ll be there.”
A week before the party I was driving down the street in my Jag listening to the radio when an ad caught my attention. “Win a chance to meet the 100 most eligible bachelors in San Francisco!”
All of sudden I realized this was getting a little bigger than I had thought. The event was being publicized all over town: in the newspaper, on the radio and television, there were ads to meet the 100 most eligible bachelors. They were even raffling off chances to meet the 100 most eligible bachelors.
Want to hear about the big party? Stay tuned!
Jim Du Molin