How To Sell...Nothing

Hi,

What follows is a surprise gift for:
Ron Ruiz (if he hasn't reported it already),
Don Alm (if he haven't tried something like this in his home town)
Rick Smith (for his super-guerrilla product development),
Dien Rice (to remind him that super fast profit models are on the open shelves, not behind closed doors),
Mark Nolan (who was fascinated by a sellable book with blank pages).
Gordon Alexander (his "singing telegram" business illustrates the most powerfil business principle: "nothing is always something".

Enjoy.

Simon
-------------------------------------

Invisible Jim Proves That
Even Nothing Can Sell

By CASSELL BRYAN-LOW
Staff Reporter of The Wall Street Journal.

From The Wall Street Journal

Ever wondered how to make money out of thin air?
Meet "Invisible Jim," the toy no one can see. As Jim's box describes
him, he is "completely devoid of darting eyes" and boasts non-gripping
hands "as not seen on TV." And of course, "camouflage suit sold
separately."
Dreamed up by a reclusive Australian designer, the non-doll is being
distributed by Hurst Marler Ltd. in the United Kingdom (not
"What-if-Atlas-got-an-itchy-bum" Corp., as detailed on the box). Pitched as
an alternative greeting card, the item's retail price is about $3. The
packaging -- printed cardboard wrapped in a clear plastic cover -- costs about 10 cents to make.
Of course, the notion of paying something for nothing has "taken a
minute to catch the imagination," says Christopher Marler, head of Hurst
Marler, and also purveyor of the "Misfortune Cookie," which holds frank messages such as: "You are not a hottie." Since introducing the toy late
last year, the company has fielded calls from customers complaining the
doll was missing from their box. But interest recently has taken off, says
Mr. Marler, as increased media attention has helped improve Invisible Jim's
visibility.
In the U.S., the toy is being distributed by New York wholesaler
Streamline Inc. to novelty gift shops nationwide. Invisible Jim is set to
appear, or not, at U.S. gift shows this summer.

Hi Simon,

That was a great article! :)

It reminds me of the "pet rock".... another "novelty" item which sold and sold....

But these "hits" are hard to get! I think Gary Dahl -- who created the "pet rock" -- had tried to reproduce his success, but hasn't been able to do it again....

The way to profit from fads seems to be to follow them -- get in early on the trend -- rather than trying to start them (which seems to be tough!).

Sounds like "invisible Jim" is a good novelty gift, though! :)

If this became popular, I wonder if you could make "spin-offs" of it which might sell too? :)

- Dien

Simon -

> What follows is a surprise gift for:
> Ron Ruiz (if he hasn't reported it already),
> Don Alm (if he haven't tried something like
> this in his home town)
> Rick Smith (for his super-guerrilla product
> development),
> Dien Rice (to remind him that super fast
> profit models are on the open shelves, not
> behind closed doors),
> Mark Nolan (who was fascinated by a sellable
> book with blank pages).
> Gordon Alexander (his "singing
> telegram" business illustrates the most
> powerfil business principle: "nothing
> is always something".

Excellent post! I loved it! Funny thing is, this is the kind of thing that could catch on.

Rick Smith, "The Net Guerrilla"


Click Here to Check Out That Super Guerrilla Product Development Simon Was Talking About!

...story.

It may not be the most unique, but it certainly is an interesting story plot (ISP?).

-Phil Gomez

> Hi,

> What follows is a surprise gift for:
> Ron Ruiz (if he hasn't reported it already),
> Don Alm (if he haven't tried something like
> this in his home town)
> Rick Smith (for his super-guerrilla product
> development),
> Dien Rice (to remind him that super fast
> profit models are on the open shelves, not
> behind closed doors),
> Mark Nolan (who was fascinated by a sellable
> book with blank pages).
> Gordon Alexander (his "singing
> telegram" business illustrates the most
> powerfil business principle: "nothing
> is always something".

> Enjoy.

> Simon
> -------------------------------------

> Invisible Jim Proves That
> Even Nothing Can Sell

> By CASSELL BRYAN-LOW
> Staff Reporter of The Wall Street Journal.

> From The Wall Street Journal

> Ever wondered how to make money out of thin
> air?
> Meet "Invisible Jim," the toy no
> one can see. As Jim's box describes
> him, he is "completely devoid of
> darting eyes" and boasts non-gripping
> hands "as not seen on TV." And of
> course, "camouflage suit sold
> separately."
> Dreamed up by a reclusive Australian
> designer, the non-doll is being
> distributed by Hurst Marler Ltd. in the
> United Kingdom (not
> "What-if-Atlas-got-an-itchy-bum"
> Corp., as detailed on the box). Pitched as
> an alternative greeting card, the item's
> retail price is about $3. The
> packaging -- printed cardboard wrapped in a
> clear plastic cover -- costs about 10 cents
> to make.
> Of course, the notion of paying something
> for nothing has "taken a
> minute to catch the imagination," says
> Christopher Marler, head of Hurst
> Marler, and also purveyor of the
> "Misfortune Cookie," which holds
> frank messages such as: "You are not a
> hottie." Since introducing the toy late
> last year, the company has fielded calls
> from customers complaining the
> doll was missing from their box. But
> interest recently has taken off, says
> Mr. Marler, as increased media attention has
> helped improve Invisible Jim's
> visibility.
> In the U.S., the toy is being distributed by
> New York wholesaler
> Streamline Inc. to novelty gift shops
> nationwide. Invisible Jim is set to
> appear, or not, at U.S. gift shows this
> summer.