What does the Neiman Marcus catalog example of selling fifty $140,000 BMW coupes in 90 seconds actually prove? That direct response marketing works at virtually any price point, including extremely high-ticket purchases that conventional wisdom says cannot be sold by catalog. During a recent holiday season, the Neiman Marcus Christmas Book catalog listed 50 special edition BMW 6 Series coupes at $140,000 each. The entire allocation sold out in roughly 90 seconds. That is approximately $77,000 in sales per second. The example dismantles the common objection that direct response only works for small consumer goods. A six-figure luxury car is not [...]