How To Sell...Nothing

...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.