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#3.12: The “Sell Your Old Stuff” Issue

1> It’s Only Five Bucks.
2> They Came, They Saw, They Bought It Again
3> Want $18.74? Resell this stuff on Half.com!

1> It’s Only Five Bucks.

MarketingSherpa publishes some of the best case studies on interactive marketing, which are delivered free in their email newsletters. We frequently visit their site for new ideas on specific topics, such as “Schwab Research Reveals Email Alert Subscribers Place Five Times More Trades.” After the initial email is published, the archived articles are available online for $5 to $10 each. You click, fill out a form, and download the article. MarketingSherpa turns a massive archive into a steady stream of revenue. Readers have no problem paying a token sum for good stuff, delivered on demand. If someone really is too tight to pay five bucks, they can save their old emails, but most executives are happy to pay for convenience. The New York Post offers a similar archive, priced from $2.95 per article to $99 for a year of access. They use a company called ProQuest to handle the entire storage, indexing, and sales process.

THE LESSON: Turn your old library into current income. Make it cheap enough and even a single article becomes worth buying.

MORE INFO:
http://www.marketingsherpa.com
http://www.pqarchiver.com

2> They Came, They Saw, They Bought It Again

The Practising Law Institute has been providing continuing education to attorneys, mostly seminars, for almost 70 years. They have recorded their best programs, converted them to streaming video, and turned the course handbooks into pdf files. These web-based programs sell for up to $750, 60% of the original seminar price. Seminars are usually one-off affairs with little hope of recurring revenue. By packaging them for resale on the web, PLI has turned a live one-time event into a ongoing income source for years to come. Their customers get the convenience of education in their own offices, and PLI has creating an inventory of valuable products. They already offer 193 web-based programs.

THE LESSON: It’s not over when it’s over. Capture your best work and put it out there for sale. A little web design turns an archived video into a valuable product.

MORE INFO:
http://www.pli.edu/public/static/web_sample.asp

3> Want $18.74? Resell this stuff on Half.com!

eBay’s Half.com division lets you buy and sell used books, music, and electronics. Approximately one month after you buy something from them, they send you an email reminding you that you can resell it when you are done with it. Here’s a typical message: “You recently spent $18.74 at Half.com. How would you like the chance to get that money back? It’s easy – just list your items for sale at Half.com, where millions of people just like you shop everyday. (1) Click on the ‘Sell it Now’ link below the item. (2) List your item(s) for sale on Half.com and start making money!” This simple, automated promotion brings back recurring customers and entices buyers to become first-time sellers.

THE LESSON: Don’t let a sale be the end of your relationship with a new customer. Reach out with email and bring them back to do business with you again.

MORE INFO:
http://www.half.com

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