Jay Harper’s story of selling his batch of misprinted lipstick for over $10,000 triggered a huge response. Way over 100 comments – and nobody was even arguing about anything!

I asked Planet Perry members what they learned from Jay’s story and promised a prize, Niche Celebrity Gold ($300 value) to the three best replies.

Here are the winners:

WINNER #1: Ronnie Nijmeh, Ontario, Canada.

Ronnie said:

LOVE this story.

Here are the TRUE lessons I picked up on:

1. Get people to make a micro-commitment, segment those people from the flock, then sell to them directly.

2. Do the OPPOSITE of what everyone else does (or tells you to do). Aka… listen to Perry and ignore the other nut bars.

3. Change the game. Skew it in your favor. Don’t compete on price. Sell your experience, story, and personality.

4. Calling yourself out on honest mistakes often make MORE money than intentional gimmicks or ploys.

5. If Jay made $10k selling lipstick just from reading and acting on the info in your book, it’s a damn good book. I’m ready to beat that high score.

Jay says: He was one of the only ones that picked up on the “flock” selling.

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Winner #2: Brandon Ellis, Jonesboro, Arkansas

Brandon said:

I loooooove this story!

Though, I feel a little weird looking for insights from a guy sitting naked in his rub-a-dub-tub.

Least I’m typing in my jammies, gosh!

So…

This little story is really PACKED with insights. Obviously, Jay “hot tub profits” Harper has a very responsive, but tiny list.

That alone is a BIG insight. The big brands out their with huge lists are getting killed by guys like Jay, because he cares, he “likes” getting comments and feedback from his readers. He gets them.

He’s like the Oprah of the lipstick world…

He’s constantly showing up in his peep-ettes inbox, he’s entertaining, and he cares. Mucho Awesome-Sauce.

He’s also a mini celebrity in his industry, and from what I take here, he learned a lot from your course. Niche Celebrity Gold.

As a celebrity, you will have haters. No doubt about it. And, I think that’s awesome.

Odds are, my dad is not going to EVER listen Eminem music.

But Eminem doesn’t care. He’s authentic, and certain people are attracted to that. That’s his audience. By having a few haters, you give your true fans a way to defend you and your brand. It strengthens your little tribe.

I actually just read this quote this morning:

“He who trims himself to suit everyone will soon whittle himself away.” -Raymond Hull

Trying to please everyone is suicide.

What I like about what Jay is doing here, is that these ladies seem to “love to hate” him.

There are certain people I pick on a lot. They know I do it because I love them. And so… they give me a hard time back in return, and they love that. They love to hate me! Lol…

What a nice lesson in bonding with your audience.

When Jays competition are zigging, he’s zagging. His celebrity has made his competition irrelevant. He’s the face to his marketplace.

He’s not afraid to stand out. To be different.

That usually takes cahones, venturing out into the unknown. But, if each of us takes a lesson away here, by looking at out own industries, and doing the exact opposite, then we will win every time.

I’m off to take a bath and see if I can work some of this hot tub magic myself. : )

Great article and thanks for sharing it Perry!

Jay says: Picked up on the Oprah effect, negating a “competitor” cause we aren’t competing.. Im just a friend and that other company, is just some other company.

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Winner #3: Wings Moore, Honolulu, Hawaii.

Wings said:

1) His choice of reading material (“The Celebrity Niche Book”) indicates he’s way ahead of the curve already.

2) Reading in the bathtub (allowing the water to clarify your thoughts which generates penetrating insight) is an excellent method of birthing “Eureka!”s in your business. I personally do this all the time. I call it “Genius Dipping”.

3) Taking a “Genius Dip”  in the middle of the afternoon is a sign that he’s audaciously bold and a bit of a maverick which are precisely the traits a successful entrepreneur requires.

4) In his opening paragraphs, he galvanized your eyeballs with the phrase “naked guy in a bathtub …  drop his iPad”. Good job with that copywriting technique of his!

5) Then he says “Oh, and juggling a beer.” This definitely puts the vacuum on your attention and you need to read on to see what’s happening (more great copywriting).

6) He gains even more interest from you by actually agreeing with something you said in the book (referring to osmosis) — and how it led to some kind of success which I’m sure got your attention. Great segue into what he actually wants to say while keeping your attention.

7) He gently reminds you of who he is (the guy who started “Red Apple Lipstick”) and made himself memorable to you by describing the ladies who love him / hate him / love to let him know how much they hate him and how much he loves the whole lot of it … More pulling you into the message.

8) Then he begins to get into the meat of the message by describing his business move. Being savvy, he ends that paragraph with a question which obviously pulls you to the next paragraph.

9) The next few paragraphs describe in colorful detail his actual marketing experience. It’s written in a sort of Nick Carter dime novel style. You half expect a flash of gun-metal gray and a puff of smoke.

10) Finally, he cabooses the 4k windfall tale with a summary of your ever-present 80/20 guideline. Natch, he begin and ends that paragraph with a question (“Is 4k a huge deal? … What if my big list was 80000?”)

11) In the final 2 paragraphs, he gives you credit and kudos while splicing in a few more “incomings”  to juice it a bit (and indelibly reminds you at the end he’s still a naked guy in the bathtub with an iPad).

12) The follow-up 3 days hence demonstrates persistence as well as audaciousness.

What I noticed about the sales strategy is this:

1) He found a way to use a blooper to his advantage — test the market, recoup his costs (and even profit).

2) He required that they pre-register which captured the details of the potential buyers and gave him a preferred buyers list. This list is the “80? of the “80/20?  you so often tell us about. “The power of community” he referred to is the power of that community of the “80? combined with the entrepreneur’s skill at the helm.

3) He sent a personalized email (after the newsletter) to the ones who had pre-registered (5-carat customer care).

4) He created the newsletter and sent it out (as well as the personal emails to the preregistered ones) when everyone else was off work — a demonstration of doing what it takes and prioritizing the important stuff that actually makes the business work.

5) That he used email only indicates he is a nuts and bolts kind of guy, exactly the kind of guy who is more likely to get the job done than the one who insists on using all the bells and whistles or not do it at all. Basic works. He used it and it worked like a charm. As he said, “the play was simple”.

Bravo for him!

6) Heed your own strokes of genius — however audacious they may be — and march to your own drumbeat. Major retailers of lipstick bedickens!! Your market is unique to you and so should your marketing strategies be.

The lessons from his message as a whole:

1) Share with your mentors how much you appreciate them and how much you still want their guidance.

2) Be open to new ways of doing things.

3) When a bright idea makes its appearance, act … and act NOW, not later.

4) Keep track of the numbers …  Successes are often measured in a bunch of smaller numbers.

5) Follow-up with your communications.

6) Have a sense of humor and have fun with the process. Life is a bowl of cherries if you let it be.

Thank you Perry for your magnificent self. We’re all better for your presence in this world.

Bless You!!!

Jay says: Picked up on the soft nuance of “flowing” – being open [.. To change, newness, persuasion .. ]

Congrats to Ronnie, Brandon and Wings for winning Niche Celebrity Gold!