Can you help me evaluate?

Hi Anya,

I applaud you for creating this ebook, and I hesitate to answer your request because I don't want to discourage you. But what can be more discouraging than no sales and not a clue why? I don't think the problem is in the product. I believe this is probably an excellent product and value, and there is obviously a clear need, even desire, for it.

Although I am not a teenage girl and I don't have a teenage daughter (she's 6), I do have nieces and young friends who could surely benefit from your book. But you're offer simply wasn't compelling enough for me to purchase it as a gift.

I happen to be reading Doug Hall's "Jump Start Your Business Brain" right now, and I think I'll put my answer in his terms since they are fresh in my mind. He says you must have three things to introduce a new product to market:

1. Overt Benefit: What's in it for the customer. In this case, you leave the overt benefit for the target to figure out. And, by the way, the real benefit is not looking like a million bucks, it is being loved. Or, put another way, "Buy This Book and You Get the Guy - Any Guy You Want!" Yea, I know. When I put it like that it sounds over the top, doesn't it? Well, it's reality. Of course, you don't want to be so blunt and put it in those exact words, but you better be able to make that connection between your product and her real goal somehow. You want to subtly paint a picture or story that gently but powerfully lets her make the emotional connection.

2. Real Reason to Believe: There is some credibility that you can deliver what you promise, but you need to beef it up. Even teens know that regular teens and models do not utilize makeup the same way. How does your target know you know anything about her needs in the real world? Perhaps you could make that connection better.

3. Dramatic Difference: Here's a real problem. There are scores of books, booklets, pamphlets, videos, etc. on using makeup. Every makeup company offers something. The bookstores are full of them. The big question is, why is your book different and better? Ever one of those other books was written by someone who claimed to know what they were talking about, and they all claim to do the same thing yours does. So why should she buy your book instead of (or in addition to) the others? Is it because they can get what they want less expensively? How much less expensively? Exactly how much. Can they save $21 an ounce on one must have product alone? Will they save $647 this year alone? Do your methods work better? How much better? Do you have any stories of how one of your clients got a date, role, job, etc., after receiving your help or advice?

In addition:

Tell a little more about what's in the book. I hope there are a lot of pictures, because teens aren't too good at reading and interpreting text. And if there are pictures and illustrations, for goodness sakes, tell them about it. How it will be soooo easy for them to follow your advice (while saving soooo much money and getting soooo many dates).

You mentioned in the subhead that a teen's budget was being taken into account, but it's left hanging. The bullets don't support it. Throw out a teaser or two like, "The item you throw away every day that will turn your eyes into love magnets if used correctly." OK, maybe a little over the top, but you get the idea I'm sure.

Another approach entirely would be to market to grandparents. The boomers have gobs of money and love to spend on their grandkids, especially if they can help that special child who isn't popular get some new friends or dates.

I know this has not been structured as well as I would like, and I've left a lot out. I also hope I don't come across as being too negative. If so, please forgive me. It's late and I'm tired.

James