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how you can start and build your own business, doing something you
really enjoy. Mr. Cossman's 10 Steps are not business theories or
economic guess work, they are based on proven practical steps
Mr. Cossman will show you in this E-Book. The 10 steps you'll be
reading worked for Mr. Cossman and they're working for countless
other people, people from all walks of life and all around the world,
and by the end of this E-Book you will know beyond a shadow of a
doubt that they will work just as well for you.
did it, and most important of all, you will know how you can do it. In
addition to those rewards, you will get something else by reading this
E-Book, if you are Locked into a 9 to 5 job this book will show you how
your life. I came out of the Army after World War II, I had no money,
maybe $200 to $300 dollars, I was married and had a baby girl, and
I felt very lucky in finding a job for $35 dollars a week. $35 dollars a
week, and I felt lucky getting that job, it was back in the 1940’s. And
with my first pay check I put a down payment on a typewriter, and
I began writing letters to people that I met overseas, asking if they
had any need for American merchandise. I’d work at my job for 8
hours and I’d come home and on my kitchen table, peck out these
postage and stationary, mind you and a very limited budget (how
much can you spend on $35 dollars a week with keeping a family),
a very limited budget at the end of the year, I found 30,000 cases of
I sold that soap. And, while I’m holding down a $35 dollar a week job,
I made $30,000 on that order. And that was the first revelation in my
life, not that I could make $30,000, but for the first time in my life I
realized I didn’t have to work for other people. You take the average
person, they think the only way you can go through life is to work for
others. But here I was 28 years old, no money, no education, and no
me, does it take any skill, does it take education, does it take know-
how does it take contacts, I say no, because I speak from experi-
ence. All it takes, believe me, is direction. You can have the best
product in the world, you can have the best motivation in the world,
you can have best education in the world, you can have all the
money in the world, but if you don’t have direction, you’ll never go
Well first let me define exclusive rights. When you have the exclusive
rights to another person's product or service you literally own that
product or service even though you’re not manufacturing it, or you
don’t own the tooling, but every time that product or service is sold
anywhere in the world part of the profit comes back to you, because
any sale has to go through you. So, you literately control the
product. And this is the basis of what I teach, how to get exclusive
rights. You never pay for exclusive rights, some people may try to
charge you for the rights, walk away, because there are more
products looking for people like you believe me, than people like
you looking for products. Don’t get loaded with an inventory. If
someone tries to load you up with 15 to 20,000 of his widgets, walk
away. You don’t have to pay for exclusive rights, you don’t have to
buy inventory. What you are doing is making a contribution of your
time, effort and experience. Let me put the shoe on the other foot,
let’s assume that you are a manufacturer and let’s assume that you
are manufacturing a new unusual neck tie (this is an example), and
you're selling the neck tie to stores all over the country and selling it
to wholesalers all over the country, I call you and I ask you , are you
selling your neck ties to mail order houses? ... and you’ll say no. Are
you selling your tie to consumers by direct mail? ... you’ll say no. Are
you selling your tie to military commissaries? ... you’ll say no. Are you
selling your tie overseas, outside of the country? ... 96% chance
markets.” Now you go down the 22 ways I teach you how to sell a
product and you query that manufacture and the chances are in
your favor He will say no I’m not hitting these other markets. Now,
what if I come back to you and Say “Can I have the exclusive rights
to your neck tie in fields you're not covering, non-competitive fields?”
And the minute you sign the agreement with that manufacturer, and
sign that agreement with the manufacturer, you own his factory. You
can call the product Cossman Product, you don’t have to call it his
name. Now there are many ways of getting the Exclusive Rights,
called Fly Cake, which was a fly killer, an insecticide. One of the
things I stress in our program is not to touch a product or service
unless every time it’s sold part of the profit has to come back to you.
And to get to this stage it means that you must have the Exclusive
Rights to a product or service. Now how do you get the Exclusive
Rights to a product or service. Well in our program we show you 17
ways to do that. Let me just show you one of those ways. Would you
believe I made a million dollars, reading the classified ad in the
ads of the Los Angeles Times. And I saw a little three line ad, it stated,
send us $1.00 and we will send you 2 Fly Cakes, it kills flies. That’s all
the ad said. I sent $1.00 to these people and I got a rather unusual
the past 20 years we only sold it one way, we sell it in the classified
ad section of the newspaper. I couldn’t believe my ears, here was a
man with an incredible product. Only selling it one way. I asked him
for the Exclusive Rights to this product and I told him I could sell it 22
ways. We entered into an agreement, he gave me a letter saying I
had the Exclusive Rights to Fly Cake, which meant that no one in the
world could buy Fly Cake, unless it cleared through me. And every
time Fly Cake was sold no matter who bought one, part of the profit
came back to me. I packaged the product, I called it Cossman Fly
Cake, and you couldn’t go anywhere in the world without finding Fly
Cake. I want to make it clear that I didn’t pay a penny for the
Exclusive Rights and I didn’t have to buy any inventory. The manu-
facturer made the product, I sold it, I carried the account but it was
my product because I had that piece of paper saying I had the
Exclusive Rights. Here’s a tremendous product going to waste. So I
met with him, and I said can I have the rights to your product? And
I will put it all over the world. He said, will you give me a guarantee?
year? I said no, I won’t guarantee to sell 50,000 a year but I will make
this guarantee, you give me a years trial, and if I don’t sell 50,000, I’ll
give you back everything I've done on your product. He said fair
do anything about it, you just turn the page. Well that will never
happen to you again after reading this E-Book, because I’m going
to show you an example that will stay in your mind for the rest of your
life. What is it? Sometime ago I was reading an article in the paper
describing a product called Halt, used by mail men to prevent dog
bites. A ferocious dog approaches the mailman, the mailman merely
squirts this in the dog’s face, it disorients the dog for ten minutes with
no ill affect to the animal. I wrote to the people who made this
and you’ll look like the manufacturer. I want you to know that in 6
months we sold 300,000 ReBuff, at $2.98 each. On my word of honor,
I never met the manufacturer, I never visited his factory, all I did was
send him labels and he did the drop shipping for me. Now, could you
do something like that with my direction? You certainly could.
Sometimes you can open up a trade magazine and you see an
100,000 guns laying in his cellar for 10 years. I said give me the rights
for that gun, what do you want for the tooling? I’m ashamed to tell
you I bought that tooling for $500. I sold 2 million Spud Guns. It was
called the Cossman Spud Gun, I didn’t invent the gun, I didn’t make
the tooling. Another way you can do it is to create a product
yourself. I’ve had 20 big winners in my life time, and I only created 2
of them, one of them I created was the ant farm, almost everybody
knows what an ant farm is. Well, when I came out with the ant farm
there were 50 manufactures in ant farms in the United States. What
ant farm apart and clean it out, but what really made it big was no
matter where you bought an ant farm I come up with the idea of
supplying live ants. It was a coupon in the ant farm and you mailed
it was my product. Now I know many people reading this E-Book are
saying to themselves, look, I work at a 9 to 5 job, I’m making $300 a
week, I have a couple of children in school, why should anybody
give me the exclusive rights to their product? Well if you will follow my
direction they will give it to you. Now I don’t want to insult your
intelligence and say you can pick up the phone and call a large
manufacturer, and say I want the rights to your product, you have to
talk intelligently, you have to let him know that you know how to
proceed. And that is the basic premise of what we teach. To have
into yourself and see what you enjoy doing. One of the principles I
stress in our Programs, is to do something you enjoy doing. If you try
to make money doing something you're not enjoying, it’s a hard way
to make money. To stress that point, I'll give you a good example. My
son is an artist, he’s a pretty good artist. What did he do? He took his
order houses. One mail order house ran this in their catalog. They
gave him $150,000 worth of business. Other mail order houses also
gave him business, and he also sold his artwork on the internet at
yourself, this would make a good product. What is my next step? The
next step is to contact that manufacturer. Now if you can convince
that manufacturer that you can take his fishing pole and sell it in
markets he’s not covering, he will welcome you with open arms
because your selling it to a noncompetitive market. You're increas-
service unless every time it is sold, part of the profit has to come back
to you. As I look back on my 25 years of successful marketing, I
realize that was the only rule I followed. Now I’ve had 20 big winners
can do it. Anyone can do it. Remember, you must have Exclusive
Rights to a product. It’s the foundation to the 10 steps. Exclusive
Rights put you in control. Then your working for yourself. Now lets get
to know our 3 Cossman case studies. First, you should know they had
little or no business experience when they started out. They had no
money and 2 of them didn’t have much formal education. But after
learning Mr. Cossman’s 10 steps, and using his direction, each of our
case studies started doing something they really enjoyed. And each
one has a business now, that’s making them financially indepen-
dent. And once more, it didn’t take them very long to do it. First, let’s
meet Bob Hall. Before he discovered the Cossman Program, Bob
had a dead end job. Very little education and a family to take care
of. He was tired of working hard for someone else, and not making
enough money. He wanted to change his life. Mr. Cossman’s 10
steps turned out to be all the education Bob needed. By following
that was it. The 1st year we sold, in dollars and cents,
a million dollars. In the next 2 to 3 years we developed that, so now
we’re selling 3 1/2 to 4 million dollars a year. Whether its the wheel-
barrow, whether it's a cart, whether its a widgit of any kind, I mean
the whole idea the program is what works, not the product. Sure its
nice to have a product that blends in, but if the steps are followed,
if you cover the program, as its laid out, you know, how to find a
product, how to test the product, how to then take it and set up your
marketing strategy. This program works, you can actually program it
all the way through and say here’s where we are. I would not have
dreamed to be in the house that I’m in, in the location that I’m in,
to drive the kind of car that I’m driving, to have the travel and the
experiences that I’ve had over those last few years. Just on 1 single
product.
DEBBIE YOUNG: I have a new cosmetic invention
white flier, I sent it out to all kinds of experts in the cosmetic trade,
and waited for their response. And, I got a tremendous response, so
I was ready to move onto the next step, which was making the
over 3 months I've already sold a little over $300,000 worth in that
time. Our next Cossman case study, Dr. Murray Davidson, was a
successful foot specialist. One day his son came home from playing
football with such painful heels, that he could hardly walk. Dr.
Davidson tried every product and remedy that he could find. And
nothing worked.
heel cups for my own son, because his heels would hurt when he
cup of choice for their stores. Foot Locker has 1200 stores, so again,
if they help and sell a few dozen heal cups a week, we’re going to
be evolving into some larger numbers.
little space in your home that’s going to be your office to begin with.
And immediately get some business stationery printed, maybe 500
letterheads, they aren’t expensive. Why do I want you to get letter-
heads printed? For 2 reasons, 1st, you can’t communicate with the
people whose names I’m going to give you, and with the magazines
I’m going to give you, on tablet paper. You have to look like you’re
BOB HALL: Actually the session one is really laying a foundation. The
manufacturer, you must look like you are in business. You want to
present an image on paper to that manufacturer, so make it look
good. Invest a few more dollars on a good stationery package, as
DR. MURRAY DAVIDSON: The first thing I had to have for business was
DR. MURRAY DAVIDSON: With the step by step process that Joe
defines in the program, you start off by trying to sell into a certain
market and then you identify that there’s more than one market,
that there are a number of markets you can sell a product to. And,
as you sell each market your business grows and eventually your
E. JOSEPH COSSMAN: For the second step, you must have something
to sell. There are only 2 things to sell in this country, and that is a
service, one way is to create it yourself and the second way is to look
around at manufacturers who are making a product or service in
your field of interest, I emphasis in your field of interest, because if
you get involved in something you don’t enjoy, it’s a hard way to
make money. And, when you do find an interesting product, con-
tact the manufacturer and ask him for the Rights to their product,
in fields they are not covering. I show you 22 ways to sell the same
product and when you enumerate these ways to a manufacturer,
you’ll find out that the average manufacturer only uses 3 of these
BOB HALL: Joe Cossman shows you how to take other people's
products, get the Exclusive Rights, and market that product. The
manufacturer may already have prototypes, they may already
know how to ask for them and how to present yourself properly, you
can get the rights to incredible products. And there’s not a shortage
of products out there, there's a shortage of good marketing people.
to ward off attackers. I did the same sort of thing. I knew of a product
on the market already and I sort of changed it around. I heard that
instead of going for the expensive treatments, some women took a
teething gel and used it to numb their eyebrow area when they
plucked their eye brows. But, the ingredients in the teething gel
could be really harmful to you and very harmful if you get it in your
eyes. So I found a way to give the same affect as that but to find
ingredients that can’t hurt you. So its really nice product.
I never would have thought there are so many products on the
market that's really just been changed around a little bit, or put in a
BOB HALL: It builds your confidence when you start getting letters
back from manufacturers and some of them you recognize as fairly
large and they’ve taken the time and the trouble and also are
attorneys office and leave $5,000 or $10,000 for patents. There are
many inexpensive ways of protecting a product or a service. One
that comes to mind is a copyright. You can get copyright for $30.00.
A copyright is good for your lifetime plus 50 years. Another one that
What does this mean? The government will keep it in their files for 2
years, it is not a patent, but you now have the government on your
side. If someone steals your idea, the government will now testify
that on a certain day you were the first to think of that idea. Another
interesting way to protect something is with a copyright. When you
have something copyrighted in the United States, you can prevent
its importation from a foreign country. Some time ago I came out
with animal heads for children's rooms. I spent about $8,000 with a
sculptor, creating 3 animals heads, a leopard, a tiger and a panther.
After I tested it, and found out it was a good item, I went into
production. I copyrighted my 3 animal heads. Very few people are
aware that you can copyright a 3 dimensional work of art. I put it on
they were making those heads overseas. And then, I heard from my
customers, that the heads were being offered to them at half the
price that I could offer them for. Well, I was desperate. I went to
Hong Kong, they were sent back, because I had the copyright. Now
that’s how you protect with little money. It's no trick to protect
something if you have 50 or 100 thousand dollars. I show you how to
you how to apply for and get trade marks, how to apply for and get
copyrights and even how to apply for and get your own patent. You
can write a letter to the government with a drawing of your product,
or your idea, or your proposal, and the government puts that on file,
and for a period of time you are protected in that manner, which is
the real inexpensive way to protect your product for the short term.
don’t have to get a lawyer or spend any money, I can just copy that
disclosure document and I make anybody who’s involved in Amerine
Eyebrow Care sign it, and then I’m protected.
DR. MURRAY DAVIDSON: I feel the patent, the copyright, and the
the people who come see me, and they fly in from all over the
country to Palm Springs, about 75% of those people come because
they did not test. They had an idea and before they tested it, they
made tooling, they made molds, they made inventory. I’m talking
about testing the marketability, whether it’s going to sell. And, to
find the answer to the marketability, you only need one thing, you
need one sample. That’s all. With that one sample, which I call a
prototype, you can show it to buyers, you can offer it to mail order
houses, you can put out publicity releases and you can get feed
tell you horror stories, that people have put a lot of money into
something because they didn’t test, they got hurt. And you know,
one of the ten steps in my program is how to test a product or service
before you put it on the market. Now it's no trick to test something if
you have 50 or l00 thousand dollars to play with, but what if you have
very limited funds and you want to test a product for a few dollars,
before you invest in tooling or molds and inventory. Let me give you
a good example of how I do that, this is the famous ant farm. Ant
farms today are in almost every toy store in the
product called an ant farm. We don’t even know what it looks like.
Would you make some sketches. And, right in my office, that artist
made a sketch of what he saw was an ant farm. We changed it, we
added to it, we detracted from it, and his sketch was so beautiful
that it is still being used as the art work on the ant farm box today.
we cut into to steel, and make the investment that was necessary.
Here is a very prime example of how you can put a product on the
market with just a photograph, and not the tooling, and not the
molds, and not 10,000 inventory. So, you if you are ready to put a
product or service on the market, look at that product or service and
see how you can test it inexpensively. Keep in mind, you'll only need
test, that was a test of whether the product was worthy mechani-
cally. That still wasn’t enough of a test, the second test happened
wanting to buy this product for their own children. But more impor-
tantly, it was my first market test. Because the mothers and fathers
that came into my office, were willing to pay any price to get this
never changes. I don’t think it changes for the inventor from his
garage and I know it doesn’t change for IBM. The first thing they do
when they have a new product, and the first thing I do for every new
friends and you're going to talk to neighbors and you're going to talk
to people in stores. I used to take my wheelbarrow to a store and I’d
get the store manager. I'd go to Lawn and Garden people. When
you walk by the cashier you walk into their store with a wheelbarrow,
they haven’t seen before, they would say “who is this nut” you know.
DEBBIE YOUNG: It's one of the most important things, testing. You've
got to know before you put any money into it, or any time. Make sure
it's something that's a saleable item. Don’t fall in love with your own
ideas. Joe teaches you that as well. He teaches you how to go about
it. He tells you what retailers expect out of it, and what your sales reps
expect out of it. And, if the product costs you X number of dollars,
you simply multiply with a ratio. Mr. Cossman gives you and you’ll
come out with your wholesale price and your suggested retail price.
DR. MURRAY DAVIDSON: I had no idea what I could sell heel cups for
to the market place. When I looked at other products relating to the
foot, I was a little frightened because all the other products were low
in price. I found out what I had to anticipate though, and from what
won’t be sold. So, you have to learn by following the program, how
much money to build into the product, so that it can be sold on a
retail level. If your product falls in the mid line, or the low line of profit
for these individuals, you are going to get pushed to the back of the
deck. You have to offer these people a good fair profit to sell your product.
BOB HALL: Sometimes in your testing, you tell them a higher figure to
get their reaction, not a low figure. You want to go high and then
when you come in lower, the buyers think they have got a winning
product or service. You know very few people are aware if you open
up any magazine in the United States or Canada, about half of the
stories talking about products or services in those magazines half of
those stories are free, the advertiser didn’t pay for it. It is called a
publicity release, so I want you to milk your product for free publicity
before you spend any money on commercial advertising. A lot of
magic happens when you put out a publicity release, I have launched
many products with the money I got back from my publicity release.
There are 2 kinds of magazines in the United States. There's a trade
tree ornaments, imagine how specialized that is. When you put out
the release and you are published in a consumer magazine, you
start getting orders from the consumer who sends you the full retail
price for your product, and you ship your product directly to the
consumer. But, when you get inquiries from the trade magazines,
you're getting inquires from wholesalers, store keepers, sales repre-
sentatives and people from other parts of the world, who want to
handle your product on a wholesale basis. So, milk your product
10,000 books, I only put value on maybe 100 of them. Why? Because
most of these books or courses are written by
people who did not experience themselves what
research at the library, and I didn’t read somebody else's work, it’s
things that I actually did myself. What I’m leading up to is that one
of my subjects is how to get free publicity. And if you will follow my
direction I can show you how to get into dozens of magazines and
newspapers, radio stations and TV shows, by following my direction.
I’d like to tell how one step allowed me to take a $500 investment
scoop out a little piece, and it shoots it 50 feet, and the potato is
perfectly harmless, because it’s 98% water. Even if you get shot right
one potato. I learned that the man who had this gun still had the
tooling. It was in his cellar and believe it or not, he had 100,000 guns
in inventory. I contacted that man and I bought the tooling from him
for $500. Now anyone can do this, if you keep your eyes alert and
watch what is happening in your field. I learned it through reading
it in a toy magazine. Ok ... I had a gun and I didn’t know what to do
with it. I’m a firm believer in not spending money until I see the end
of the tunnel. So I called the Department of Agriculture and I asked
them what was the situation on potatoes. He said, it's odd that you
going to sell a million guns. We figured an average child will use 5 lbs.
of potatoes before he gets tired of the gun. So, were going to move
5 million lbs. of potatoes, which will help all the potato producing
areas. All we want in return is a sack of 500 lbs. of your best potatoes,
sent to the hotel in New York where the toy show is taking place. Well,
I didn’t get response from them until I left for New York. Then, I get to
New York and there’s 50,000 lbs of potatoes waiting for me. I’m
paying about $300 for 2 sleeping rooms full of potatoes. When
ber those two little mottos, it will give you a lot of direction. I called
up an orphanage in New York and I asked them if they wanted
50,000 lbs of potatoes. They said yes, we’d like to have them. I said
I’d like to use them for the toy show, after the toy show I’ll give them
to you. Meanwhile can you loan me about 25 of your boys and girls,
I want to dress them up like cowboys and Indians and I’d like them
lbs right on the sidewalk, and, I got arrested. I didn’t get arrested for
dumping potatoes on the New York sidewalk, I got arrested because
I violated an old city ordinance. You can’t bring a trailer into
want to appear on their show on the next day, Sunday? And I asked
them, where is their show broadcasted? They said, "we go into 50
money, you can’t buy time like that. That’s the best time for children.
So the next day I went over to the TV station with 500 of my best
potatoes, and they gave me 20 minutes to talk about this gun and
"how it’s going to eliminate the potato surplus." The next day was the
first day of the toy show, my room was 20 rooms from the elevator,
you couldn’t get into the other nineteen rooms. People were jammed
into the hallways. I had girls in potato sacks serving coffee to the
people there. When you came into my room you were greeted by
a narrow corridor, which was made by sacks of potatoes. At the end
of the corridor was a Hollywood pin up of a girl. When you came into
the room my girl gave you a gun and a potato, and you took a shot
at the pin up. If you hit her, you got 2 lbs. of potatoes, if you missed
you had to take 4. That show lasted 5 days. We sold 300,000 spud
guns in those 5 days, and after 6 months, we sold 2 million spud guns.
But all of those efforts were done by publicity. In fact at the end of
the campaign, we went through our scrap book to see how much
publicity we got on newspaper, radio, TV and other places. It would
have come to over 100 thousand dollars if I would have had to buy
that advertising. We got it all free. That's the value of knowing how
to use publicity with your product or service.
BOB HALL: I’ve not spent 5 cents on paid advertising in 4 years. And
yet I’ve been in every publication in my industry. I’ve been in all
you can see some of the awards that I’ve won for being at shows, in
having got publicity on my product. I’ve been on television. I’ve
been on radio, I’ve been in newspapers, in magazines, and the
all the write-ups and the publicity and everything, it would have
come to over $200,000.00 in just free publicity. This is money I have
straight out saved and that has gotten me exposure. Like I say, I’ve
television camera men were walking down the aisle and they thought
wheelbarrows weren’t too interesting at first. But then when I started
bouncing in it and jumping in it, and they took the television
camera right over to it. It showed up the next 2 days on 7 news casts.
In the Chicago area for exposure I couldn’t have bought, I couldn’t
have paid for that. And there's so many other people at the Hard-
DEBBIE YOUNG: I felt confident because they didn’t know who I was,
they didn’t know I was working out of my home or where I was
working from. All they saw was the literature that I sent out, that
looked just as professional as any business could send out. And that's
all they knew about me, they didn’t know if I worked out of a big
the stores, because I’d sent out all this literature and tried to get all
this free publicity, the stores were already aware that Amerine
eyebrow care was out there. They were just wondering who was
carrying it. My salesmen had the doors open for them when they
walked in. When I first sent out my literature, it was a few hundred
dollars, it was nothing for the black and white literature that I first sent
out. I’ve never had a talent for advertising or putting out an attrac-
tive flier of anything. Joe gives you all those samples. It was very easy
to follow. I couldn’t have made such a beautiful flier if I didn’t have
anything to follow.
through the excitement and I’ve done the things that Joe tells you
how to do. In the beginning when a toothpaste company puts out
a new toothpaste, they spend X millions of dollars advertising the
station or the newspaper, and told them that I was in town promoting
a new product that was good for people who had sore feet, sore
back, sore knees, etc., and that I was the doctor who invented it, I
had very few refusals for an interview. The interviews were often held
and played during the news time of the TV show. Its time that you
couldn’t buy for any amount of dollars. Newspapers would some-
news, new products. But you have to go out and seek it, you have to
ask. I did it exactly as Mr. Cossman said. If you don't know how to do
are very successful. I’d be a fool to vary from that example. Nobody
believes it when I tell them, but I’ve never spent any money on
publicity. It would absolutely bankrupt a new company not to follow
these basic steps. I can assure you that if you’re careful and your
products good and you follow the Cossman program, you have a
good chance at success. But if you don’t follow the course you have
when I talk about a sales rep, I’m not talking about one man. A sales
rep is an organization with many salesmen in it. Super markets,
it Fly Walk and they became a competitor of ours and they had to
buy all the merchandise from us. They became one of our biggest
accounts. Very few people know about private label. I show you 22
sold the gun. And you could do the same thing. I can show you 22
ways to sell something, so you can pick up tooling like this for
to the mail order market? What should you do? Well, if you came to
me for advice, I would not allow you to run a mail order ad on that
product. It is very difficult to break even and even make money on
it in their catalog. There are over 12,000 mail order houses in the
United States and Canada covering every type of interest you could
think of. Let me just show you a few of those 12,000. There is a mail
can be used in the home or the office or the factory, give it to this
mail order house and let them run with it. The Pet Catalog. I’ll bet
Now what I just showed you very quickly, multiply by 12,000, and that
is the market to sell your product. Don’t sell it to the consumer
through mail order ads. It is a dream to think you can run an ad in
to inaugurate mail order after World War ll. At that point anybody
could sell anything by mail order. Because merchandise was in very
short supply after World War II. And mail order was one way of getting
of the fact that there are mail order catalogs coming to our home.
And its hard to relate your own product to selling it to that mail order
can find 22 markets as Joe outlines it to sell your product into. And I
think today we probably sell into most of those 22 markets by
following his advice. We have a whole army of people selling our
products. It’s just the way Joe says in his program, you have to
replicate yourself many, times to sell your products. You have to
make yourself into many thousands of salesmen. And the way we do
this, is the way Joe says to do this in the program. I have a distributor
that covers all the sporting goods industries throughout the United
States. Now I sell product to the distributor. He in turn warehouses the
product, and he has salesmen throughout the United States that call
on the individual stores. So everyday, there's probably, simultaneously,
hundreds of calls being made trying to sell and show my product to
mail order houses. Cosmetic mail order houses. These people will
send out a few hundred thousand fliers, maybe once every three
Amerine Eyebrow Care in their flyer. And they are in turn soliciting
for me, a few hundred thousand people every few months and it
doesn’t cost me anything. My salesmen work on commission, the
magazines give me free ads for my direct marketing, the mail order
houses put it in their own catalogs and don’t charge me anything for
it. I don’t have to pay for anybody to go out there and sell it for me.
I have files, thick files so big, people are begging to sell my product.
Companies sending me their resumes, its like they're applying for a
job to little old me, it's just great. I didn’t have any trouble finding
BOB HALL: Within the first year, following Joe’s steps I was able to set
the presentations, you have other people working for you.into the
door.
powder pellet, and the lure swam under water for 1/2 hour or more.
I sold 300,000 of these in the United States at $2.98 each. Then, I was
looking for new worlds to conquer and I heard about a little known
service of the United States Government called Trade Lists. These are
lists of people in other parts of the world who handle products like
yours. So I bought 6 Trade Lists from the government, of people who
you do that? If I told you how to contact the government, how to get
these Trade Lists, how to send out your literature, could you do that?
Certainly you could.
of people that buy heavy clothes, heavy weight clothes. Now that
particular mailing list would be advantageous to a company like
mine, because people that are overweight seem to have more foot
organization who can make a decision. Usually the rest of the year
they're hidden behind a barricade of secretaries and receptionists.
Here’s that man or woman standing right behind the table and he
can say yes or no if you ask for the rights to his product. If you are
exhibiting in a Trade Show, your most important customers are the
other exhibitors, not the people who come to this show. The other
to spend 2 or 3 hours every day, visiting the other booths and trying
to sell my product to their company. When I came out with Fly Cake,
I was looking for these 22 ways to market this insecticide product.
And, one of the 22 ways I teach you is a Trade Show. Well, once we
got the product established, I was looking for additional ways of
selling it. I heard about a poultry show, a poultry show in Memphis
and during the show I noticed 20 men running around the show
wearing bright red jackets and they dominated the show and I
followed one of the men back to his booth. And these are 20
salesmen for a very large company who was selling brooding equip-
ment for the farmer. It was an automated piece of equipment that
carried the eggs from the time they were laid until they were put into
corner." I went over to see him. I asked him, "do you know who I am?"
He said" yes, your that fellow down the corner who had those 2 girls
dressed up like big flies." I said yes, and the reason I have them
dressed up like big flies is, I sell Fly Cake. And I want to give you the
thoudsands of dollars worth of business that I wrote during this show."
And he asked me "why are you giving me these orders?" I said, "well,
we don’t have distribution in the agriculture field, the farm field. You
sell a very expensive product, imagine the advantage you have of
taking these $5,000 worth of orders giving them to your 20 salesmen
and let them deliver the Fly Cake . Its a tremendous door opener to
get into the farmers house and talk about the mechanical products
you sell." He said "a great idea, we’ll take it." So I called my office in
were at that one location in Tennessee for the show. I talked about
my product. I gave each one a kit and the next morning, they went
to the four points of the United States and I had national distribution
BOB HALL: The benefit of going to the trade shows is that you meet
buyers, you meet agents, you meet the press people, you can get
you see what is happening in the market place, you read about the
trends within your industry and within your market. So, trade shows to
me are a way of really knowing and developing your product. But
more than that, it exposes you to other products. And there isn’t a
show that I don’t go to that I don’t see a half a dozen products, not
being marketed, I mean they're standing there at the show but
they're really not doing a whole lot with it. And they are people that
are approachable, and you can go to them and ask them for an
exclusive right, maybe in the mail order business, maybe in a select
commerce as Mr. Cossman says and you can get a list of all the trade
shows coming up in your area for the next 6 months or a year. Now you
may not want to participate as a booth owner at all these trade shows
but, I did what Mr. Cossman said. I took some product in a brief case
with lots and lots of catalog sheets and I dropped in on a trade show
in San Diego or Los Angeles or Nevada, and walked around the trade
show and looked for people that were selling products that were
either similar to mine or had the outlets that I wanted. And I would stop
at their booth and I would quietly show them my product and also
give a few of my catalog sheets. And more than once, I’ve picked up
some very good distributor outlets from this type of method.
DEBBIE YOUNG: You can utilize a trade show if you're starting out and
you don’t have money. You can go there and meet buyers and get
to know who people are by walking around. And, most of the time
at the trade show, you're talking to the top guy there. It is usually the
president, or the purchaser for the top people that are at the trade
shows. I just presented my idea and told people about it and I got
very first stage in the Cossman program properly, you've got good
looking cards, and you present yourself well, and you can give the
impression that you’ve been in business for 15 or 20 years, just based
on the material and the information that Cossman gives you. Be-
cause, if you follow his program, you’ve been in business for 25 years.
Because you’ve had his experience. And so you start talking to other
does not use the services that he has payed for through his taxes, but
if you go to any large corporation in this country, you’ll find people on
I want to introduce it in Italy. For very little money, they will knock on
doors and they will find you 3 agents who are interested in your
product. Normally this would cost you thousands of dollars, but from
the Department Of Commerce, you can get it for less than $100.00.
The United States Government publishes more books on more
subjects than anybody else in the world. They run the gamut from
Gover nment Books. Over 500 beautiful books, hard cover, soft
cover, ranging in price from .50 to $10.00. they are an encyclopedia
of infor mation that you can delve into and create your own
of the United States around the world. You see, the United States as
you know has a trade deficit at this time. And our government
recognizes this. So, they are trying to get us to export more goods to
my product. So, in effect, what happens is, for a small ad, and a few
8 X 10 glossy photographs of your products, and catalog sheets, you
can get a space in "The U.S. Department of Commerce Trade
Journal". Which again is published and sent to all the embassies the
United States around the world. When the embassy gets this trade
journal from the United States
me find the contacts that I need to find and the doors that I need to
knock on. They’ll point me in the right direction. And its all a free
service. I never thought there was anything like that available. The
average person on the street doesn’t know that. All these big
corporations that are making so much money, they take advantage
of these government services and we pay for it out of our taxes. And,
so why not let a little person like me come along and take advan-
tage of something like that, instead of all the big companies . But,
they are available, and people just have to learn that they're there.
chemist for the work he did, and I don’t even have to repay that.
That's not a loan, its a Grant. They paid for my idea and the research
on my idea. I never have to pay them back.
for the post office, contract numbers from the V A Hospital. All these
are government run type facilities, that require you to apply for
become part of the system that buys for these large organizations.
Right now, in Dallas, the Army Testing Center, they're testing our
products for installation in the Army's boots and shoes for all of the
get into Foreign Trade. Why foreign trade? Because foreign trade as
I teach it only requires postage, stationery, and effort. And, with
today's internet, international manufacturing or marketing is easier
than ever. I’m not interested in your bringing in 10,000 widgets from
another country and putting it in your garage. I want you to act as
a catalyst. I want you to get the rights to a product made in your
country and market to countries all over the world ... or in reverse. I
want you to get products made overseas and market it to outlets in
your country. Only 4 companies out of 100 sell their product overseas.
duties, and the shipping for you. It's just as simple as doing business
in the United States.
they don't know you and they don’t know if you work out of an office,
or if you work out of your home. All they know is the letterhead that
you send them. And, to them that's your business. And that's all they
know about you, so I mean you can be working from your home, and
all they see is your letterhead.
E. Joseph Cossman: These are the 10 steps, How To Start, How To Find
A Product, How To Test it, How To Protect it, How To Get Free Publicity,
22 Ways To Sell it, How To Use Direct Mail, How To Work A Trade Show,
How To Get Free Government Services, and Foreign Trade. If you use
these 10 steps, you can increase your business by a minimum of 10%
, without increasing your overhead. Its not because I’m giving you
any magic potent. Its because I’m giving you techniques you have
never used before, very few businesses know how to use direct mail.
Very few businesses know how to work a trade show. Very few
businesses know how to milk the government for free services. Very
few businesses are selling their product overseas. And if you will take
some of these things I’ve already done, and I explain them to you in
very simple language, and apply them to your own business, I don’t
care if its a service or a product, if you apply it, you can increase your
business by a minimum of 10% without increasing your overhead.
Now I didn’t invent these steps, if you looked at the way Ford sells its
automobiles or General Motors or look at the way anything is sold in
the United States and Canada, they are using some of these 10
steps. I merely brought them down to gut level for the average man
or woman who can read and write English, That's the only
requirement, to take these 10 steps and adapt them to your own
needs.