No, we're not talking about traveling the world. We're talking about Dobkin's travels on the business path, where he received his most valuable education.
"I definitely learned in the School of Hard Knocks," he says, laughing. "That's what I can share with people."
Dobkin has been sharing his expertise with business people for more than a decade, writing ads and direct mail copy for those who are starting a business, as well as seasoned veterans who simply don't have the time for writing and promotion.
In addition, Dobkin writes regular business columns for several magazines (including the Dream Merchant) and has penned two best-selling books, How to Market a Product for Under $500 and Uncommon Marketing Techniques. Both books explore business in a friendly, down-to-earth style, sharing the day-to-day lessons Dobkin has learned in a career that has spawned a string of successful ventures.
That's the track record that draws aspiring business people to Dobkin...and keeps them coming back.
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A Pennsylvania native, Dobkin was born and raised in the Philadelphia area, but eventually left to earn a degree in Psychology from Oglethorpe University in Atlanta. Although he was accepted into the graduate program, his father fell ill and Dobkin eventually returned home to help care for him. It was there, back in his hometown, that the entrepreneur was born.
With long days on his hands, Dobkin invented an innovative burglar alarm for motorcycles, focusing his marketing efforts on the motorcycle industry and its need for security. Working from his family home, Dobkin often put in 20-hour days, watching the business grow steadily over a two-year period.
"I was only mildly successful with the business," he says. "But I worked constantly and learned a lot. It turned out to be the business education I didn't get in college."
Following his father's death, Dobkin moved away from home, sold the alarm business and began manufacturing and marketing caps to reseal motor oil containers. The product eventually caught on with the Ford Motor Company and was also used as premiums for lawn mower companies. After five years, Dobkin also sold the second business, but had discovered a passion that would drive his career in a new direction.
"I found out that I wasn't crazy about being a manufacturer," he explains. " I really enjoyed the creative aspects of marketing. That's what I wanted to do."
Dobkin subsequently began acting as a "sales agent" for various businesses, writing promotional copy and creating graphics to market the products. The new business allowed him to work late and sleep until noon, which fit his lifestyle perfectly. But he also discovered a drawback to that lifestyle.
"I made money for several clients," he says, "But if I skipped work one day, I'd be missing a check three months later. I realized I needed a continuing revenue stream."
That need resulted in yet another business venture--manufacturing and marketing ID tags for pets, medical patients, lobster/crab pots, laboratory equipment, luggage and various other items. Within the first two years, Dobkin had captured one-third of the veterinary market and expanded the business to include 12 employees. Since most of the business was conducted through direct mail, Dobkin became highly skilled at writing and producing successful direct mail packages. That's when he decided to begin sharing his expertise in earnest.
"Quite frankly, I grew bored with the business," he says. "I had some great employees and I just let them run things. That gave me a chance to write the book."
After reading several books on marketing techniques, Dobkin decided that he had some "real world" experience to share with readers. The result was How to Market a Product for Under $500, which takes a conversational approach in sharing the marketing methods.
"My goal was simple," he explains. "I wanted to share the things I had learned, the stuff nobody ever told me."
Dobkin self-published the book and created the Danielle Adams Publishing Company (named after his children). After several months, he connected with Nolo Press, which now helps with the book's distribution. To date, the book has sold more than 12,000 copies. As part of his promotional plan, Dobkin created articles from book excerpts and began sending them to business publications. The overwhelming response prompted him to begin writing original business articles and establishing regular columns in various magazines. His second book, Uncommon Marketing Techniques, is a collection of those original articles, which cover promotion, marketing and the uses of direct mail.
Even better, the articles have earned Dobkin a reputation as one of the leading experts on marketing in the United States.
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These days, Dobkin continues to write, while accepting new clients for his promotional services, which include the creation of marketing plans, press releases, and direct mail packages. To stay abreast of business trends and changes in specific industries, Dobkin currently reads more than 125 magazines per month. He believes that computers make start-ups easier for business owners, allowing them access to information and contacts that were unavailable 20 years ago. The competition may be tougher, he says, but the Internet allows small companies to market worldwide at a reasonable cost.
However, he continues to caution aspiring business people against high expectations.
"People often expect to make money in the first three months," he says. "But it just doesn't happen that way. A year would be a more realistic figure."
Dobkin also encourages people to be realistic about business as a whole. An honest appraisal of any situation, he says, will allow people to decide when to continue and when to quit.
"People always tell you that you must persevere," he explains. "But I hate to see people tearing their hearts out because a business isn't working. It's important to remember that just because one business fails, it doesn't mean the next one will. You have to know when to move on, when to start over."
For those starting over, Jeffrey Dobkin represents the very best sort of ally--one who has "been there."
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Those interested in Jeffrey Dobkin's business services or his valuable books, may contact the Danielle Adams Publishing Company, Box 100, Merion Station, PA 19066. You may also order by phone at (610) 642-1000. Visa, MC, Discover and AMEX welcome.
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