Masters of Reinvention
“It was like a hobby in those days,” Sacher says. “This year, Paul Fredrick MenStyle does more [business] in a day than we did our whole first year.”
Those first customers ordered an average of one or two shirts as a trial, so Sacher lost money starting out. His competition was Huntington Clothiers, and Sacher advertised in the same media as Huntington, such as Signature, the magazine for Diners Club/Carte Blanche members. Sacher intuitively realized he should put his offer in those publications that have off-the-page advertising and where his competitors were cashing in. In addition, Paul Fredrick ran small lead-generation ads in The Wall Street Journal catalog sections, and fulfilled by sending one of the little catalog-fliers.
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- Paul Fredrick
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.