Q: Peter, you’ve had a huge amount of success that many entrepreneurs could only dream of! What is your secret weapon?
Peter: The secret of my success is passion, drive and doing what you love. Also, the use of direct response advertising. I have always used this form of marketing to create stories by using short and long form direct response television advertisements and advertorial-type print advertisements in leading newspapers and during leading television shows. These were the impetuous to drive stratospheric sales in retail. Because for every person that buys a product off the television or newspaper advertisement, I have 20 times that amount going into the stores to buy that product. They see the before and after photos or they read about the results and the testimonials, and then there is a call to action.
As my mentor Jay Abraham ingrained into me, “Don’t be a direct marketer entrepreneur, be an entrepreneur who is a direct marketer.” He told me to choose an industry he loves and use the power of direct response marketing to be disruptive and change the industry. That is why with every business I have, I always focus on two things; marketing and innovation. I used that same disruptive marketing when building Nude by Nature; it was the secret weapon that catapulted the brand to an overnight success.
