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." " FZIFAEASTAR sm BANK Our CDs Don't play Music, Member F.D.I.C. but could be Music to your Ears 248-338-7700 or 248-352-7700 2600 rIblegraph Rd. • Bloomfield Hills • MI 48302 This is a Federal Deposit Insurance Corporation insured account (FDIC). A minimum opening deposit and balance of $500.00 is required to obtain the stated Annual Percentage Yield. Annual percentage yield when compounded quarterly. Rate is accurate as of 2/19/99. Penalty for early withdrawal from certificate accounts may be assessed. TROY BRANCII NOW OPEN! mottmagampr xtu-V"WWW44 . ---- • 1917 East Big Beaver, at John R. in the Troy Sports Center Complex 1-248-619-0264 0, 0:ZYr 4 75°/ ass c cconn 111110. Minimum $500 Minimum $5,000 The Michigan Heritage Bank Cl) h flail 11INIF Stop in or call today for an application, drop it in the mail with a check. Then just sit back and wait for delivery. 1-800-914-3524 ■ *Unlimited Checking! . 6:31§ 121' FDIC Insured MICHIGAN HERITAGE 03 mit 21211 Haggerty Road at 8 Mile. Next to the Novi Hilton. 4 Seasons LENDER 116 Annual Percentage Yield is effective as of Feb. 19. 1999. Penalty for early withdrawal. Business or brokered accounts not eligible. SUCCESS IS GETTING WHAT YOU WANT. HAPPINESS IS LIKING WHAT YOU GET. H.J. BROWN Fireplace Fe Barbecue BROILMASTER Broilniaster D3N natural gas BBQ PREMIUM GAS GRILLS with deck or patio mount $ 69.99 I 30903 ORCHARD LAKE RD (248) 855-0303 SAVE ON ALL SALE ENDS BROILMASTER MODELS' FEB. 25, 1999 the plaza between 13 & 14 Mile by THE GAP CLOSED SATURDAY Open Sunday 10 am- 5 pm, Monday to Thursday 10 am- 9 pm, Friday 10 am- 4 pm , D3N 2I 19 Detroit Jewish News 61