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2. Online Success Story
========================

It takes two to tango! Even in online business

Like many other success stories on the net, Robert and
Becky's home-based business makes you wonder whether it's
all real.

The couple's story begins with their wedding in 1996 when
Becky found that laying her hands on a good veil was like
searching for a needle in a haystack.

Not finding one that suited her Becky finally sewed one
herself. And was showered with rave reviews on her
wedding day.

Thereafter, Becky continued sewing occasionally for friends
and family. Yet, the idea of turning this hobby into a
business proposition didn't occur to her.

Until... her sister suggested she put some of her stuff
on e-bay.

Towards the end of 1999, she put up nine veils on e-bay.
And, to her surprise, they were gone in no time. The note
she left on e-bay for customized orders brought her a good
response too.

Now, Robert Walker and Becky sat up to take notice. They
began executing the e-bay orders.

Yet, the couple that worked as therapists decided to work
on their 'veils and headpieces' business part-time.

But, soon Becky couldn't handle the orders and had to quit
her job in mid 2000 to be fulltime in to her business.

They knew nothing about brick-and-mortar business, leave
alone online business. But, they decided they weren't going
to let the opportunity go.

The couple sought help to piece together a website
www.veilshop.com And began business in a corner of their
home. She made the veils herself but got the headpieces
from California.

Becky learnt everything about website designing, payment
procedures, customer service and shipping. Robert kept the
books and processed orders at night.

By 2000 year-end, the company shipped 300 items and clocked
sales of $20,000. By now they realized that success could
come by faster if business was moved from West Coast to a
place where the cost of living was much lower.

So it was and they set up shop in Becky's hometown of
Cincinnati. Robert put in his papers and teamed up with his
wife, Becky.

The move succeeded and sales touched $223,000 in 2001. And
peaked to $375,00 the following year.

As business picked up, Becky stopped making veils and
instead got them from AA Bridal of California. That was a
smart move since there was no way she could do it all by
herself and take business forward.

However, unlike others who ship straight from AA Bridal,
Veilshop gets every piece back to its place to undergo
stringent quality checks.

Not just that. Being a seamstress herself, Becky gets each
piece steamed and pressed. Besides, the duo focus a lot on
attractive packing. After all, it's wedding day stuff.

In the process the couple also learnt some lessons the hard
way. Spending nearly $100,000 on driving traffic through
the search engine route. Robert felt that they weren't
capitalizing on the visits to the site.

So they called in a professional agency to step in and
suggest better optimization of resources.

It worked very well. Veilshop grossed $497,000 by 2003
December.

How's that for a home-based hobby turned in to business?

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=============================================================

>>>>>>>>>>>>>>>>The Marketing Pack Journal <<<<<<<<<<<<<<<<<

Publisher: bpc publishing
Editor: Raj
Editorial Team: Terry Telford, Ganesan, Murari, and Lazarus.
Contact: info@bpcpublishing.com
Website: http://www.bpcpublishing.com
Circulation: 280,684

Issue 4.92
February 14, 2004
=============================================================
=============================================================
IN THIS ISSUE
=============

1. Top Sponsor: Make your own Pop-ups in 3 minutes
2. Online Success Story: It takes two to tango! Even in
    online business
3. Editor's Jottings: Here are the winning reviews!!!
4. Feature Sponsor: The World's Largest Online Golf
    Magazine Needs Publishers Now!
5. Feature Article: Get your own 'buzz word'!
6. Middle Sponsor: Send unlimited e-mails!
7. Inspirational Quote
8. Wrap-up Sponsor: The ONE thing you'll never ever be
    forgiven for!
9. Classifieds
============================================================
For advertising in this Newsletter,
mailto: advertise@bpcpublishing.com
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3. Editor's Jottings
=====================

Hi ,

'Wow'. That's the way I felt while going through the
response to your reviews of
http://leather.ezymailorder.com

Plenty of comments, suggestions and criticisms came in.

And, here are the winners

BPC Publishing Solo winner: D. L. (Bob) Power

"I love the mechanics of the site. Especially the
scroll-by of the various styles. However, what I
did find distracting is the appearance of the
leather goods themselves.

Leather can give one either a very positive
impression or a negative one depending on what
the visual affects of the garment as perceived by
the viewer. The prices are not only reasonable but
rather decent for such products.

BUT, the aesthetics of the graphics leaves a lot
to be desired. I understand that leather can
look crumpled on the rack but glamorous on the
individual but what you are asking is does the site,
product and prices impress me as a consumer. My
answer is yes, yes, yes.

BUT! If it were me I would display the
wearable garments not in the manner these are
shown but either on mannequins or live models so
that consumers could get a clear idea as to what
they might possibly look like on them. More
expensive to produce yes. But the volume sold
could overcome that cost.

Bottom line is that I would not buy from a web
site if I saw items that I could not be 100%
sure they would look good on me. I just can't
tell from this site."

Lucky winners of the draw of lots for Middle
Sponsor Ads:

1. Franklin Beal
2. Roget Greene

Not just that. Here are some of the other good comments.
though they couldn't win an ad.

Listen to Floyd Fisher
"The only thing that would make a website like this
a success is to promote it off of the internet.
It would need that type of exposure to stand out
from the crowd.

Not to say the field is really crowded, but with
competition from places like Robinsons May, Macy's,
Saks 5th ave, it is tough for a website like this
to get noticed.

You need to advertise in places like GQ, Cosmopolitan,
and other upscale magazines to get this thing noticed
by the fashion-conscious, which is what a website
like this should be aimed at.

Maybe I am missing something, but this thing needs
to advertise where the people will see it for the
stand out it really is."

And Robert Silcox says:
"I will first tell what I think could stand improvement!
1. The gray background is not very flattering for the
displays.
2. The items for wearing would have looked better on
models.
3. Staggering the items, 1 on left then 2 on right 3 on
left,etc.
4. Pretty boring as you progress into it.

Here is what I thought was right on the site!
1. Very complete with sizing and price.
2. Showed each item fairly well with color on white back.

I do not think from a customers viewpoint the site was very
thought out. It should be a little more cheerful to look at.
I was drowsy before I got through it."

Have fun. You'll soon see the winners' ads in The
Marketing Pack Journal.

For the rest, nothing to worry; you'll get another
chance.

Check out the classified ads. The latest addition to
our ezine.

Before I sign off, I just needed to tell you that we've
been having a small glitch at our autoresponder end
and hence, there's been a delay in sending out solos
and The Marketing Pack Journal. Please bear with us.

And don't forget to mail me anything interesting
to our readers.

Have a Great Day:)

Raj
editor@bpcpublishing.com

PS. Please, forward this newsletter, in tact, to all your
friends and co-workers who might be interested! Thank you.

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4. FEATURE SPONSOR
===================

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http://www.golfersdream.com/main.html

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5. FEATURE ARTICLE
===================

Get your own 'buzz word'!

By Ganesan. S.

You have identified your area of expertise (or assumed
expertise), and decided to showcase it. You have a
communications game plan in place. What next?

The crowded marketplace is vibrant and buzzing with
activity. Each new product arrives with a new promise on
its lips trying to make the customer turn its way!

However, beyond these initial 'look at me' campaigns, a
product needs much more if it has to make a lasting and
continuing impact and become a 'brand'. A distinct image
that makes it stand apart from the rest.

How do you create this distinct image? Think visuals, think
copy, think ideas …but what is it that sticks to your mind
when you think of a particular brand?

Take a look at some of the most successful brands of our
time. Other than the brand name, what comes to your mind?
Nike stands for shoes. Not any kind of shoes, but
specifically sports shoes. BMW stands for cars. Not just
about any cars, but only premium cars.

The buzz word or phrase associated with these products
also are in consonance with their respective words, aren't
they? Like Nike's 'Just Do It'. And BMW's - 'You are what
you drive'. This is what smart marketers do - 'own a
word/phrase in their prospect's mind'. Get this right
and it could be your passport to making your millions too!

The first cardinal rule is to make sure you are not a 'me
too' brand. 'Me too' brands can never rule the roost. If
you are selling gifts for instance, remember there are
thousands of gift items. Why should a customer buy your
product rather than another in the market? Think.

Make yourself distinct by creating a niche. Contrary to
what may be your intuitive opinion, the narrower the niche,
the better. One that no one else owns already, in
your market.

And now coin a phrase that conveys the same - for instance
- 'Gifts for busy moms'- stocking products that make life
easier for busy mothers who are hard pressed for time -
instant food mixes, electronic home appliances, stick it
notes and so on. And convey this through all your forms
of communication.

Do not be tempted to stock products that move away from
your core concept even when the margins are alluring and
prospects inviting. If you must, take it up as a
separate business.

Let's say the word/ phrase you want to own is, 'Gifts for
busy moms'. This is what must have top of mind recall when
your brand's name is mentioned. How do you achieve that?

Achieving this association for your brand takes focused
effort. Your every communication, including your website,
follow-up mailers, product packaging, must all work towards
this purpose through different activities.

Promote the site in cost-effective ways. And create
periodic, say weekly, newsletters highlighting tips on
selecting gifts and how each gift would benefit different
categories of busy mothers, creating events to suit this
target, promotional ads.

Above all keep building expertise in this area, so that
your phrase truly means every word!

Soon you'll find your profits driving northwards!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ganesan is the CEO of eZynes Communications.
eZynes' Services for Online business success include
Strategic Consulting for Small Online Business and eCommerce,
JVs and Virtual Business Assistance, at affordable costs.
url: http://www.virtualjeeves.com e-mail: ezynes@eth.net
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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6. MIDDLE SPONSOR
==================

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============================================================

7. Inspirational Quote
=======================

Take the first step in faith. You don't have to see
the whole staircase, just take the first step.

- Dr. Martin Luther King Jr.
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8. WRAP UP SPONSOR
===================

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CLASSIFIED ADS
===================

Are you an entrepreneur who needs to find low cost
advertising?
Want to start your own business?
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the perfect business and advertising opportunity.
Subscribe to our FREE newsletter.
Email: fran@modernopportunity.com

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(c) copyright 2004 bpc publishing

------------------------------------------------------------
Please feel free to forward this copy of The Marketing Pack
Journal to anyone you wish. All we ask is that you send the
entire publication.
------------------------------------------------------------

Note: You are requested to check the antecedents of the
advertisers before entering into any deal. Any transaction
with the advertisers in The Marketing Pack Journal is solely
the responsibility of the reader. BPC Publishing does not,
directly or indirectly, endorse the products/ services
advertised, and will, in no way, be liable for any dispute
arising out of such action.
------------------------------------------------------------