Joe Karbo and the HOTSHEET...
 

Joe called the single piece of paper he received every Thursday a HOTSHEET.

It was one piece of paper, often one sided, with new price listings of boats/yachts for sale in S. Calif. Joe being a boat enthusiast and had a group of people who shared his passion...

was always on the lookout for a good deal.

He paid 20 bucks a week for this single piece of paper.

Only 200 a week were sent out. The same information would appear in the Saturday papers.

the people who paid the 20 bucks had a day and a half "head start" or a head's up...on PRICE REDUCTIONS of boats they might be interested in.

The guy publishing the paper was taking in $ 4,000.00 a week for sending out a piece of paper, an envelope, a stamp. In the mid 70's, I'd say this guy was doing pretty, pretty....pretty good. 200 customers at 20 bux a pop.

Joe also rec'd HOTSHEETS (HIS WORD) on closeouts, surplus and overstocks.

Back in the day before FAX machines, only the phone and mail to use as tools.

I'm frequently asked the difference between a HOTSHEET and a cheatsheet.

HOTSHEETS have an expiration date, many cheat sheets don't need updating for years.

Pete Egler's TN Hunting and Fishing HOTSHEET had a monthly expiration date, because of the moon cycles. My Lottery HOTSHEETS had an expiration on them.

It is what makes them HOT.

I've taken note there are several new variations on the HOTSHEET, and I'm studying them to see if there is new information on creating them.

IF so, I may report here. The best use of a HOTSHEET for IM is to use it as a front end, or loss leader or capture device to get someone on your list.

Joe Karbo was one of the more interesting people I've had the chance to learn from. The old masters are fewer by the day.

But, you can still learn a trick or two from these Old Salts of Marketing.

Gordon Jay Alexander

The "Done For You" Model
 

Yep, I like hotsheets. They can be used to promote just about anything.

Easy to quickly test offers, too.

Years ago, someone posted something online about creating a storage space
area, in the ceiling of your garage.

Might have been in this very forum, I don't remember.

Anyway, I took the idea and ran with it. Created a story around it, with
some pictures of what it could look like and how much stuff it could hold.
Added a limited time offer/special price to have one built for you, all on
a one page flyer/hotsheet and was off to the races.

That one did well, as I recall. Just takes a little creativity.

Ron

What other kind of time-limited hotsheets can you create?
 

Hi Gordon,

Thanks for this explanation!

I can imagine there could be potentially hundreds of time-limited hotsheets one could create...

What are some of them?

One that comes to mind is SALES... I imagine you could compile a weekly list of where discount sales were in your area. Sure, the info is out there, but having it all in one place would (I think) be valuable...

Especially closeout/liquidation type sales. You can often make money from those. I think I'd pay for that.

I can see how a FISHING hotsheet (as you mentioned) could work... As good ocean fishing for specific fish will often vary with the tides, and thus with the moon...

Maybe another one could be... a hotsheet on IDEAS retailers can use to create FREE PUBLICITY to "piggyback" on current "hot" news!

(This will need constant updating, as the "hot" news keeps changing...)

I'm going to "brainstorm" on time-limited hotsheets and see what else I can come up with... :)

Best wishes,

Dien

P.S. Actually... I'll also refresh my memory and re-read Gordon's book on Hotsheets... :)

Gambling and commemorative...for starters.
 

The NFL and College Football, betting slips, the Billion dollar underground economy was discussed in the HOTSHEETS report too. Still going big. I don't know about soccer, but, assume it is a huge industry of gamblers too.

Here is one site:
http://www.itnsource.com/fr/specials/anniversaries

Which peers into the future, and ideas, products and HOTSHEETS can be created out of thin air.

MONTHLY events, as you mentioned Dien, re: SALES, is a form, and I think we can include those advertising vehicles too, like postcards, Coffee News, Placemats (which have dated material, like monthly horoscopes)...

and Astrology itself has generated billions of dollars for the shrewd.

A quick look at Constant Contact

http://www.constantcontact.com/email...050513 0352:s

And you get all kinds of ideas for a monthly DIGITAL HOTSHEET.

Also, Google Images search for monthly Newsletters:

https://www.google.com/search?q=mont...ly+newsletters

And they have tabs of categories

Realtors use HOTSHEETS (often postcards) to send out new listings, just like the Karbo original one, items for sale with price reductions.

The LEGAL News in many cities still publishes M-F, although some days they aren't much more than a HOTSHEET. These include Real Estate transfers, litigation procedures, divorces, etc.

Bigger hospitals post monthly JOB HOTSHEETS on their bulletin boards, often jobs which the public doesn't see.

These off the top of my head, but I too, will put on the beanie and see if we can up with even more PROFIT potential for TIMELY information.

Gordon Jay

Re: Joe Karbo and the HOTSHEET...
 

Im interested in this how would you set a example HOTSHEETS for closeouts, surplus and overstocks. How do you make money off this type of hotsheet? Or should i just buy Gordon's book on Hotsheets ? THanks!

Re: Joe Karbo and the HOTSHEET...
 

Hi Ernie,

I haven't thought it through... But I think you would make money two ways...

1. Paid subscriptions (it wouldn't be free)
2. Advertisers

By the way, a few years ago I did research on liquidations, closeouts, etc. in my city (Melbourne, Australia). I found a lot of stock was only advertised on specific companies' websites! Unless you happened to go to that company's website, you were unlikely to find out about it. However, doing searches discovered them... That's time-consuming work, and it would be work worth paying for.

(Not all liquidations, etc., were listed on Craigslist, or Gumtree, which is similar but more popular here...)

I was specifically looking for stuff I could buy at below wholesale prices...

For example, here's an Australian site (since that's where I am), which I just found, where, at the time of writing, some items are listed at 78% off... That's probably below wholesale...

http://www.wetsuitwarehouse.com.au/sale-items

Here's one where I can get some fishing-related gear for around 30% of the retail price...

http://www.fishingtackleshop.com.au/...?sort=priceasc

With a bit more research, I could choose what to buy and undoubtedly resell for a virtually-guaranteed profit. For example, if I buy at 67% off (i.e. I pay 33% of the retail price), and sell at 70% of the retail price (for a 30% discount), I'll more than double my money.

These are probably not listed anywhere apart from these websites. I found them by searching (which takes time and effort)...

These are also real stores - so if you're local, you can go there and pick up the items yourself. (No expensive shipping which eats into profits.)

Another interesting (and related) item would be bankrupt stores, looking to sell their stock at a discount. (I once bought all the stock of a bankrupted music store, to resell...)

By the way, if you're more interested in the buying and selling, a lot of tips and techniques are in Gordon's Chattel Report www.chattelreport.com ...

Best wishes!

Dien

Thans for asking Ernie...
 

Today, I would only do a HOTSHEET for a fully defined, fleshed out group of BUYERS.

So maybe in that market, I'd join the Facebooks groups, (and I have)

which are about this subject...including Essential Wholesale and Liquidation and LT and associates, one of my best kept secrets (until now)...

Study all things in this category, and maybe see if a HOTSHEET would work.
http://ltsurplus-com.3dcartstores.com/

Surplus Outlet \has a FB group

Literally dozens of these groups. I think the best HOTSHEET STRATEGY is to be in the market, so you have insider knowledge, so to speak...on any hotsheet you might want to create.

There are several ways to make money, but, Joe's was the 'template" I've followed...limited number to a closed group.

Gordon Jay

Re: Thans for asking Ernie...
 

Hi Gordon,

I'd forgotten about the FB groups...!

The "limited number to a closed group" is a great idea, too. It would probably be the best way to go with a surplus/liquidation/closeout etc. hotsheet, as the buyers wouldn't want to have too much competition.

(That also makes it an easier sell, I think... If they delay too long, they may not get in, and could be shut out...)

Best wishes,

Dien