once you are totally convinced the
products are effective, how do you sell
them? Gans is soft-spoken and reserved.
Hustling is not her style. But, she
declares, "I'm ready to tell my story."
Gans' story includes testimonials
from satisfied AcheAway users. An
unsolicited letter from Dr. Howard
Sawyer of West Bloomfield reports that
a patient, suffering from severe pain
from an industrial accident, finally
found relief when his wife, in despera-
tion, convinced him to try AcheAway.
Gans also heard from massage ther-
apists, such as Wanda Manos, who
described a double benefit: AcheAway
soothed her clients and also eased ten-
sion in her own hands.
Last summer, Gans decided it was
time for a marketing blitz. It began
with her appearance on the QVC net-
work, which broadcast a segment from
Traverse City. "I didn't sleep for two
weeks," she admits. "The producers
tell you that a product should produce
sales of $5,000 a minute. They also
tell you there are 16 million people
watching you.
Gans did indeed sell $5,000 worth
of products per minute, and she was
on for four minutes. She was invited
back for a second appearance.
Recently, Gans hired Marx Layne
and Co. marketing firm in
Farmington Hills.in an effort to main-
stream AcheAway products. This has
brought widespread coverage. Fox 2
news reporter Lee Thomas happily
demonstrated the St. Joseph's thera-
peutic baths on camera, something
Gans was reluctant to do herself.
Gans is encouraged that her prod-
ucts are now displayed at Arbor
Drugs, Efros Drug and Meijers.
Although she declined to reveal sales
figures, she says she is making good
progress since she began her major
marketing campaign last November.
She has signed a contract with a
national network to add nine more
representatives to her sales force.
Her days are busy: calling cus-
tomers, filling orders, meeting with
media representatives and tending to
the more tedious tasks of business. She
is still tentative about marketing
strategies. Should she invest in more
attractive packaging and sell at a high-
er price? Should she increase her
efforts with the alternative medicine
industry? Or should she just concen-
trate on the mass market?
"I thrive on all the challenges," she
says, "and I learn from my mistakes. I
didn't have a clue what I was getting
into when I started this."
"
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Detroit Jewish News 61