Real Kickboxing Guru Teaches Us How to Market Products

Is Danny Sullivan’s “Real Kickboxing Bag Workout” actually “real?” Does it exist in our shared dimensional space? I’m going to go out on a limb and say that it does, because anyone selling you a $350 set of instructional DVDs, a water-filled kick-boxing bag, a jump rope, and a pair of boxing gloves must know about the brutal awareness of being that comes when one’s face is pressed in by a fist.

Danny Sullivan’s program is more interesting to me as a product-based business. Ever since reading The Four-Hour Work Week I’ve been keeping a sharper eye on these sorts of infomercialesque products. Sullivan sells his set of DVDs for $50, which include “five exciting workouts on four DVDs.” The manufacturing cost for the DVDs is obviously negligable, ignoring the initial production expenses, so he’s still probably making a pretty good return on just the DVDs. But then he’ll sell the kickboxing equipment set for an additional $300, which I very much doubt costs him much over $50 to produce. By having the DVDs as a separate option he makes them seem almost affordable, while I’m certain they also serve as advertisements for the more expensive and profitable equipment sets. Smart!

Product Page [RealKickboxing.com]