Make 'Em Talk
Jump-start sales the simple waywith endorsements.
Daniel Henry, 37, has what most would consider a perfect
product: a kit that can fix damaged CDs in less than one minute.
Wipe Out!, Henry's CD repair kit, costs $14.99 and works on 40
CDs, saving consumers anywhere from $12.95 for new music CDs to
$100 for high-end computer programs. Since CDs are made from a
plastic that's easily scratched, Wipe Out! seemed primed to
take off in the market. But overnight success didn't develop
when the product was introduced in 1996.
Henry's Esprit Development Corp., based in Long Beach,
California, was finally able to push its sales over $400,000 in
1999. The turnaround: Henry lifted sales with a private-label
agreement with Radio-Shack, as well as a presence in major retail
outlets like Borders Books, Sam Goody and Tower Records. This year,
the company is finally gaining the momentum Henry originally
expected. What turned the company into a budding success? Raving
testimonials in dozens of magazines declaring Wipe Out! as
technology's latest miracle product.
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