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© Naomi Dunford 2009
Table of Contents
3 How To Read This Book
5 6 8 10 15 16 23 28 37
Part 1: Marketing Concepts
Definition of Marketing Why People Buy Stuff Figuring Out the Goal of Your Marketing What to Do With Your Conversion Goals Figuring Out What Rocks and What Sucks Unique Selling Proposition Identifying Your Target Market Branding
43 44 51 53 56 58 60 63
Part 2: Marketing Strategies
Advertising Emails, E-Newsletters, Newsletters PR Sponsorship Word of Mouth Social Media Blogging
Part 3: 100 Ways To Get People To Buy YOUR Shit Instead of Someone Else’s Shit
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How To Read This Book:
This book is divided into three parts, and they really should be read in order. First, we’re going to talk about the concepts of good marketing. The concepts are the thoughts, the high level stuff. They’re the “why”. If you don’t get the concepts, you’re hosed no matter what you do. Next, we’re talking about strategies and tactics. Strategies are the plans, the big picture of what you’re doing — they’re the “what”. These are more specific than the concept stuff, but they’re still not going to tell you exactly what you should be doing. That’s the tactics, which are also in this section, but closer to the end.
Don’t skip to the end just to do the tactic stuff.
Why? Because you’ll screw it up. Last is the bullet points. They exist because no book on marketing is complete without 1924 Marketing Tips To Rock Your IttyBiz or some such nonsense. It’s a rule.
Now, onto my lecture about exercises.
You know when you’re reading a book — self-help books are the worst for this — and they’re chock full of exercises? And the author’s all, “you won’t get what you want to get out of this book if you don’t do the damn exercises?” And you think to yourself, “Whatever. I don’t need to get to the exercises! I’m a smart person! I can comprehend this basic stuff — get to the good stuff.” And you know how you get to the end of the book and there’s no good stuff? No big epiphanies, no top secret information, no juicy tidbits or insider tricks? You know why? It’s because you didn’t do the exercises. Epiphanies come when you take the theoretical and turn it into the practical. “Hmm, that was alright” comes when you leave it in the theoretical.
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Marketing is not rocket science. (It is a widely known fact that most people with marketing degrees got them because they couldn’t get into rocket science.) It’s fairly simple, actually. Understand features and benefits, target demographics, throw a call to action in here and there and you’re really pretty much off to the races. Marketing consultants charge hundreds of dollars an hour not because they understand marketing – my ten year old understands marketing – but because they know how to apply marketing concepts, strategies and tactics on a business by business basis. You bought this book because you have a business and you want to market it effectively. Learning just the concepts is not going to help you worth a damn. By the end of this book, I want you to be at the point where you can see other people’s marketing, know what they’re doing and why they’re doing it, and know how to apply it to your own ittybiz. We want you to think “e-mail campaign” and inherently know what that means for YOU. We want you to see a banner ad rate on a blog somewhere and already know if it’s worth the money. If you leave the concepts in this book in the theoretical realm, you may as well just burn your money. (Plus, if you come whining to me asking for your money back, you damn well KNOW I’m gonna want to see the completed worksheets. Just sayin’.)
CONCEPTS MARKETING PART 1: .
It t yBi z The Definition of Marketing I didn’t spend a whole lot of time at school but in the short time I was there. but whatever. Keeping includes all post-sale functions. People think marketing is advertising.) Therefore. Princeton University defines marketing as “the commercial processes involved in promoting and selling and distributing a product or service”. (For the record. is a very good book. they told you some stuff. I did notice that at the beginning of a course. FluentSelf. attraction. is it? A lot of people think of marketing as a highly organized and detailed plan or set of activities. it doesn’t matter what they think it is because they’re wrong. and getting are pre-sale functions. 6 . without further ado. by the way. IttyBiz style: mar • ket • ing [mahr-ki-ting] (n. know or do that will make their lives better. you’re already marketing. which. here is the definition of marketing. How To Become A Marketing Superstar. well. feel safe saying yes to the thing you have. They think it’s. (It is entirely possible they did this to ensure you were in the right classroom. That’s not so scary. And one of the things they told you was what you were there to learn. Aren’t you glad you bought my book instead of theirs?) The funny thing is. and keeping of good customers… Identification. and b.): The stuff you do that makes people buy your stuff. science and process of helping your Right People a. They think it’s direct mail.” Havi Brooks.” Jeffrey Fox. find you. I’m doing it now anyway.com “The profitable identification. X falls under the umbrella of marketing whereas Y does not. getting. Whether you have an ittybiz or not. A couple of other definitions to think about: “The art. attraction. Marketing is simply the stuff you do that makes people buy your stuff.
someway. Maybe a photograph of you. You’re already commenting on blogs or getting involved in online communities. You already go to the garden center. but that’s what’s beautiful about all the stuff you’re about to learn. You don’t have to reinvent the wheel. Doesn’t this sound fun? 7 . Somehow. You already mix with your peeps. And that’s not scary at all. Maybe there aren’t a lot of people right now. All you need to do is ramp up what you’re already doing. A logo. people are already finding you. It has pictures. you probably already have a website and it already has copy on it. You don’t have to go from zero to sixty. If you do have a business. Onto helping people buy your stuff. You’re already answering the phone. You’re already on some kind of social networking site like Twitter or Facebook.It t yBi z you’re already doing some of the stuff you need to do to sell it: You’re already sending emails. You already pick your kid up from Baby Salsa. and they probably already have signature lines. So.
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Why People Buy Stuff
In order to sell stuff, you need to know what makes people buy stuff.
People buy stuff because they want it.
You also need to know what makes people NOT buy stuff.
People don’t buy stuff because they don’t trust it.
To understand how to sell people stuff, all you need to do is look at your own trip to the mall. When you go to the mall, there are a few things you buy and lots and lots of things you don’t buy. The things you bought were the things you wanted and trusted. The things you didn’t buy were the things you either didn’t want or didn’t trust.
If they don’t want the stuff, you’re hosed. And if they don’t believe you’re one to sell it to them, you’re hosed. Effective marketing comes down to convincing people that you have something they want and that you’re not going to screw them.
“Didn’t want” is an easy one to understand. If you take a size nine and they only come in a six, well, you didn’t want it. It doesn’t matter how nice the lawnmower is, if you don’t have a lawn, you’re not going to buy it. “Didn’t trust,” on the other hand, is something most people don’t stop to think about. When we think about lack of trust in the buying process, we think about the used car salesman, out to charge you five figures for a vehicle that’ll selfcombust ten miles off the lot. But most “didn’t trust” reasons that people walk away are not nearly as in-your-face as that one. If you thought that the return process might be a pain in the ass, that’s something you didn’t trust. If you thought you might be able to get it cheaper somewhere else, that’s something you didn’t trust. If you thought you needed more time to make the decision, that’s something you didn’t trust. A lot of marketers — especially the consultant kind who are looking to take your money — really like to complicate marketing. They like to make it sound like it’s all about research and testing and planning and execution and all manner of hard
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things you think you can’t do on your own. Those activities can come into play, sure, but if you have stuff that people want and they trust you, you don’t really have to do much else. Find people who are likely to want your stuff. Make them aware that your stuff is worth having. And don’t set off alarm bells in their heads. There you go. Secret to riches, right there. This is not neurosurgery. On some level, everyone understands this. But they get so caught up in the details of things like “closing the sale” and “creating a call to action” and “branding” that they forget the basics. They spend all their time pushing their stuff on people and no time showing them it’s safe to buy it. Or they spend all their time showing what a nice guy they are and no time building up the desire to buy their stuff. What this book is going to do is teach you how to convey these two things. (Sadly, it will not teach you how to BE those two things. If your product sucks, it sucks, and no amount of marketing is going to fix that. And if you’re an asshole, well, you’re an asshole.)
Handy Sidebar Tip: You’ll sell a lot more stuff if you focus your marketing efforts on people who already want what you’re selling and already think you’re cool, but we’ll talk about that later.
But if your product DOESN’T suck and you’re NOT an asshole, this book will teach you how to communicate these two things. Hurray!
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Figuring Out The Goal Of Your Marketing
The big goal of marketing is something called conversion. Conversion is when you want someone to do something and they do it. Conversion rate is the percentage of people who were given the chance to do it and actually did. Conversion is At its most basic, it’s when I try to sell you this book and you buy it. You converted.
Conversion can be a purchase, but it doesn’t have to be. Most times it’s not, actually. Sometimes you don’t want them to buy right away, so you get them to sign up for a newsletter or request a free report or answer a survey. (If your product or service is expensive, you’re not going to get them to buy right away and you’re not going to get them to buy at all if you push too hard for a sale on first contact.) You want to do everything you can to increase your conversion rate and get the greatest number of good people to do what you want them to do.
when you want someone to do something and they do it.
What’s a sales cycle?
Your sales cycle is the time and/or process between your first contact with your customer and when the sale is made. Cars have long sales cycles. Chocolate bars have short sales cycles. Notice the difference in marketing between cars and chocolate bars. Your marketing needs to consider three types of conversions: Short term conversions are what you want them to do right now. Medium term conversions are what you want them to do later. Long term conversions are what you want them to do in the future. For example, if someone comes to my website today, I’m going to try to get them to sign up for one of my e-courses. That’s the short-term conversion. They get five little lessons by email, then maybe a bonus lesson a few days later. Then, a few days after that, I’ll try to sell them something — probably this book. If they buy that, that’s medium term conversion.
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But if I stop there, I have a problem:
I’m burning thousands of dollars.
Sure, I’d like their name on my list. Sure, I don’t mind taking their fifty bucks. But what I really want is their devotion. I want them to become a fan. Fans buy lots of stuff. Fans tell their friends. Fans fly across the country to spend a few grand on a seminar. Those are the people I really want, and those are the people you should want too. You don’t have to give seminars, but you do have to give them lots of different things to buy and lots of different ways to send you their money.
But why do I need short-term conversions? Can’t they just come back and buy it later?
I get this question a lot and I have a feeling there are a lot of people thinking it but afraid to ask it. To answer it for you, I want you to think back over the last year or so and envision all the things you almost bought. Did you get a web design done? How many people DIDN’T you hire? Got a manicure? How many DIDN’T you get? Bought a car? How many DIDN’T you buy? And those are just things that you ended up buying from someone eventually. Now think of all the things you thought about buying and didn’t buy from anyone. There are probably a lot of factors that went into your decision not to buy, but the decision was made because you forgot or because you changed your mind. If you don’t have short-term conversion goals, you are giving all your power to the customer. You are giving your little pitch and then holding your breath and crossing your fingers. You’re crossing your fingers that their wife doesn’t have objections that you can’t address because you’re not there. You’re crossing your fingers that somebody else doesn’t come along with a better
you’re crossing your fingers that they don’t just forget. If this is you. It’s too early in the book and your marketing career to carve them in stone. emotional energy and marketing resources in the process. This is colossally stupid. You’re just thinking of five things you could want them to do. Most people don’t know if they want to do seminars or write books or travel the world doing missionary work. medium-term. Use hypotheticals. What’s important is that you start thinking about how to accomplish a shortterm. that’s fine. I want you to come up with five potential goals for your own business in each of the three categories. but you have to come up with something. You’re escorting them out the door anyway — at least that way you’re not wasting time. It’s not important to hammer out the details. Assignment time! You need to start thinking of some potential conversion goals. most of all. If you don’t have products or services for them to buy yet.It t yBi z offer of the same product or service. How many times does THAT happen?!) And. Do not think and think and think about this — you’re not committing to anything. They just know they want to fire their boss. and long-term goal all at the same time. You’re crossing their fingers that somebody doesn’t come along with a better offer of something completely different. just make some up for now. You may as well just TELL them not to buy. One of the biggest objections to this exercise comes in the long-term category. (I was going to buy a gym membership but I figured I’d buy an Xbox instead. 12 .
__________________________________________________ 3. Have them sign up for my newsletter 1. e.__________________________________________________ 2. 1.__________________________________________________ 13 . e.__________________________________________________ 3. 1.__________________________________________________ 4. Have them join my Widget of the Month Club. Think of five possible short-term conversion goals.__________________________________________________ 2.__________________________________________________ 5.__________________________________________________ 5. e.__________________________________________________ 2.__________________________________________________ 5.g.__________________________________________________ 2.It t yBi z Conversion Goals Assignment 1.__________________________________________________ 4.__________________________________________________ 3. Have them contract a logo design.__________________________________________________ 4.g. Think of five possible medium-term conversion goals. Think of five possible long-term conversion goals.g.__________________________________________________ 3.
And even if they do choose one. • You do all of the things insanely well but shortly burn out and end up institutionalized. He likes to say “no” a lot. trying to make sure your newsletter and your blog and your free downloads and your podcasts and your vlog are all just as good as each other. Those are really bad odds at breakfast. A bunch of different things can happen and they’re all bad: • Your customers get overwhelmed and run away crying. Really. or blueberries. In the process of trying to kick five kinds of ass you kick no kinds of ass and lose everyone. 14 . Nothing good can come from too many options. And having five different goals at once is a recipe for the welfare line. and my kid’s breakfast is not exactly important in the grand scheme of my business. I want him to eat Rice Krispies. He’s going to rudely decline all of them. there’s no good ending to that story.) While he likes to say “no” in most situations. the less likely they are to choose one. statistically speaking they’re probably not going to choose the one you want them to choose If I offer him Rice Krispies. in case you’re interested. Time for a story. but they all pick different things and you’re running in all directions at once. • Your customers aren’t overwhelmed and happily make a choice. toast. Why? Because they’re probably wrong. you’re going to ignore them. Most people. (He’s for sale. If he DOES choose. But you need to have more than one idea in the pipeline in case your one idea sucks. upon creating a handy list of five short-term conversion goals. two out of three times he’s not going to choose the one I want him to choose. He wants to do anything but eat Rice Krispies. will squeal with glee and run to present them all to their potential customers. his favorite time to say “no” is at breakfast. or he’s going to choose one. he’s going to do one of two things.It t yBi z What To Do With Your Conversion Goals Now that you’ve brainstormed different possible conversion goals. The more options you give them. I have a two-year-old son. My email address is at the end of the book.
It t yBi z Losing customers is very important in the grand scheme of my business. All other things being equal means price is not a factor — if they’re choosing between three things that are all the same price. Adults. are equally likely to choose the first or the last. and some people are messed up with indecision and the pick the last one for the same reason my kid chose the Rice Krispies. This is why many businesses offer one product or service that is wildly expensive. a blog. They know nobody’s going to buy it. If price IS a factor. 15 . on the other hand. So right now. like a newsletter. It’s the freshest in their mind. This is because some people are lazy and pick the first one. your chances are highest if you make them the last item on the list. children are most likely to choose the last option you present. Interesting aside: All other things being equal. So if you want them to choose Rice Krispies. or a free download. but not the cheapest. but it makes the next highest priced item a lot more appealing because it looks cheaper. they’re most likely to choose the middle one. all you’re going to do is give yourself a nice pat on the back for doing the brainstorming exercise and you’re going to keep reading.
There’s no right answer. you cannot make absolute decisions. What’s better in a vacuum isn’t necessarily better for you. this question is rigged. it doesn’t matter that customers would like it because they’re never going to see it.It t yBi z Figuring Out What Rocks and What Sucks Let’s do an easy quiz.) a great newspaper ad b.) a poorly executed word of mouth campaign Still can’t answer because it’s still a vacuum. but I think you get the idea. Until you know the relative circumstances. You just can’t. doesn’t it? What’s better in the vacuum isn’t better for your customers.000 and you only have $1000. And if a well executed newspaper ad costs $10.) word of mouth Obviously. But if your target customers are hippie eco-freaks who think newspapers are evil and wrong and they boycott anybody who advertises in them. Why? Because marketing decisions cannot be made in a vacuum. Try this one: Which is better? a. well the answer changes. Your business is relative.) a not bad television ad c. Which is better? a. A great newspaper ad might be theoretically better than a poorly executed viral campaign. Marketing decisions are absolute.) television advertising c. We could play this game all day and I could make this book fifty pages longer. 16 .) newspaper advertising b.
Weaknesses and Threats are the things working against you. No bank will give you one thin dime if you don’t have a damn good SWOT for your biz. Marketing.Strong sales funnel. The first step to finding this out is to do what’s called a SWOT analysis. Opportunities and Threats. That’s it. Here are a few examples from IttyBiz: Strengths: . And if you bought this book. either find some. ever borrow money to market. You might have heard of SWOT when you bought that book on business plans and then used it to prop up your coffee table. If you don’t have money. even when you’re brilliant at it. ever. is far more art than science. Opportunities and Threats are external. Good marketing is about finding what’s good for your customers and your business. The document you’re about to create is an integral part of any marketing plan. and especially advertising. leading customers from free to paid products 17 . Strengths and Opportunities are the things going for you. They’re about you and your biz. or do some of the free or cheap stuff until you do. When you know your strengths and weaknesses and you know the situational opportunities and threats you can make really smart decisions. Banks think SWOT analyses are the bomb. you’re not brilliant at it. Weaknesses.It t yBi z And while we’re on the topic of money: Never. But I know that banks tend to know a little something about what makes a business fail and businesses fail when they don’t do their SWOT. They heart SWOT. Strengths and Weaknesses are internal. There is no guarantee of a return. But I don’t want funding! You know what? Neither do I. They’re about the outside world. When you don’t. you’re trying to make marketing decisions while knowing nuthin’ about nuthin’. SWOT stands for Strengths.
O: Products should be positioned as things that will help keep people safe from the recession. . it’s easy to make a few marketing decisions. But in simply looking at that alone. just like that. What I did. I should consider teaming up with someone who does do one-on-one consulting and working out some kind of profit sharing.No barrier to entry in online publishing so competition will likely skyrocket. S: I should be creating a much more strategic affiliate plan and provide them with more resources like training and banners.Recession making people scared for their jobs.No one-on-one consulting.It t yBi z . so an alternative should be brainstormed. is analyze the weakness or threat and adopt a method of dealing with it.Big conference coming. .Over 300 affiliates and lots of inbound links Weakness: . 18 . and what you should do. lose clients who need individualized help Opportunity: . See? Eight decisions. T: Aggressive branding is critical to secure place in the market before competition arrives. I’m not changing the entire IttyBiz structure based on one weakness. Time to start offering payment plans. can break into previously inaccessible markets Threat: . Business cards and conference gear becoming high priority. and it’s hardly exhaustive — a true SWOT would list everything.Customer service leaves something to be desired. Notice that I didn’t decide to START offering one-on-one consulting just because it was a weakness in my business plan. I should focus more on getting new leads into free product pipeline because they eventually become paying customers. . W: My literature should not encourage people to get in touch with us by email.Credit crunch means less accessible spending for lower income customers I did that in less than two minutes.
19 . Since you want to get on with kicking ass. New competitors. you’re not thinking hard enough and it’s going to kill you later. just give seven each. There’s time to do the rest later. This is not the time to say your major weakness are that you care too much about your customers and you work too hard. And while we’re talking about weaknesses and threats remember… this is not a job interview question. You might be operating in a weak economy and that economy will change. Also. It’s important to note that this is a morally neutral exercise. you are doing your business an almost unrecoverable disservice. You really should do a full one of these but a true SWOT analysis would take you most of the day.) By lying to yourself. just to get you started. You might start out kicking ass at customer service and start to suck as you get busier. You’re not going to completely eliminate weaknesses and you’ll never fully predict threats. That’s fine. Think damn hard.It t yBi z Assignment Time! It’s time to come up with your own version. new offerings. (Unless you’re a codependent workaholic. new staff… all of these changes should be reflected in your SWOT. Why? Because things change. Go find your calendar and put a note six months from today to come back and do this again. If you’ve only got one or two in each category. in which case those are weaknesses indeed. SWOT analyses should be done REGULARLY. Write down all seven weaknesses and threats. List as many as you can in the space provided.
____________________________ 7. ____________________________ 4. ____________________________ 6. ____________________________ 2. ____________________________ 6. ____________________________ 6. ____________________________ 5. ____________________________ 20 . ____________________________ 4. ____________________________ 4. ____________________________ 3. ____________________________ 5. ____________________________ 5. ____________________________ WEAKNESSES 1. ____________________________ 2. ____________________________ 4. ____________________________ OPPORTUNITIES 1. ____________________________ 6. ____________________________ 2. ____________________________ 7. ____________________________ 7. ____________________________ THREATS 1. ____________________________ 5. ____________________________ 7. ____________________________ 3. ____________________________ 3. ____________________________ 3. ____________________________ 2.It t yBi z SWOT Analysis Assignment STRENGTHS 1.
Kira.It t yBi z Big Marketing Concept # 1: Unique Selling Proposition Your Unique Selling Proposition.) Koopa and Kira sell abstract fine art.) I think we can all agree that Koopa and Kira present a unique offering. It’s what makes you different from every other bozo out there hawking their wares. if not more. hereafter referred to as the USP. Your USP is the answer to the question. “Why should I buy from you?” The problem most people have when planning their marketing strategy is that they answer the first part of that question – “why should I buy?” – without addressing the second part – “from you?” Unless you’re providing something that has never in the history of human civilization been provided before – and to save you time I’ll tell you right now that you’re not – you need to focus on the second part of the question far more than the first. You need to differentiate yourself from everybody else. I sell marketing services. your competition has increased about 1000-fold. In the age of internet buying. is what makes you and your product or service unique. They’re bootstrappers. They have a range of paintings and price points. If you are a web designer. who is human. (Since I first wrote this I have discovered that Kira also paints with toy cars and bunnies that drive or hop around the canvas. (I also have a potty mouth. And they’re not won over by the corporate namby pamby bullshit that comes with your average marketing firm. which many people find charming and endearing. For example. Me and everyone else on the planet. IttyBiz owners are scrappers. They take commissions to create custom pieces that match the décor of the customer’s home. but they’re hardly unique. What makes me different from everybody else? I sell marketing services to IttyBiz owners. These are all well and good. What’s unique about Koopa and Kira? Koopa is a turtle. Their works are often given as wedding or new baby gifts. paints only with her (quite formidable) breasts. or so it seems. why are you different from every other web designer? Do you specialize in blogs? E-commerce? Porn sites? 21 .
) “I’m unique because I’m better. that’s objective. that’s subjective. Sticky Ebooks doesn’t sell ebook design. If you provide a 24-hour turnaround. If you only work with women.. too. it sells magic ebook creation. If you work weekends.. 22 . whether they like you or not. and you gotta find something else. It only counts as a USP if it’s objective or concrete. and want to have it turned into promotional publications. anywhere. not the virgins. Back when FedEx first started offering overnight courier service. why should I buy yours? Is your wax hand-poured by 12 vestal virgins? Are they edible? Are they four feet tall? (The candles. It sells shorts that defy the laws of physics.. The Other Guy probably didn’t like it. Although the reverse would be cool.. Poleskivvies. Box Office Baby doesn’t sell birth announcements. like audio. Other people have to agree that your USP is true. birth announcements and nursery decor that make your newest addition look like a movie star. Here are a few examples: Workout wear for poledancers that will not gap. no. If you’re nicer. before it counts. that’s objective.com Birthday invitations.com Ebook creation and design for professionals who have existing content.” Actually. it sells birth announcements for people who cannot stand to lose their cool. that’s objective.It t yBi z If you are a freelance writer. BoxOfficeBaby. StickyEbooks. Poleskivvies doesn’t sell shorts. no matter what. what do you kick ass at? Will you write for chicken casseroles in lieu of money? Do you type with your feet? If you sell home-made candles. You’re not. but they couldn’t deny it was true. What Can A USP Be? A USP can be based on lots of things.com These are unique.
What pisses people off about your industry? Every industry has its negative stereotypes. When your USP isn’t already blindingly obvious (Koopa the Painting Turtle comes to mind) you can make your own by thinking about three things. They are known for buying ugly. Take programmers. 1. Interior decorators have a bad reputation. weird. I was exclusively a freelance writer. In English. (Hint to writers: this is called “copywriting” and “copyediting” and pays about five times more 23 . since I happen to be a far better editor than I am a writer. Generally I wrote short lifestyle pieces about parenting or marriage. so I moved into editing. What about being the interior decorator who won’t make you feel bullied? Be the web designer with set prices. While I’m sure programmers are very nice people. What is your goal? When I started out working for myself. Then I wanted more money. The children’s clothing store that guarantees your kid grows out of it before they wear it out. and overpriced shit and convincing you to put it in your house. you have to make one. or your money back. nobody understands a damn word they say except other programmers. you might want to take this time to see if you can make it better. The online publisher with a 200% guarantee. If you do have a USP. for example. Then I moved into writing and editing for businesses. What about: “Programming. unless you’re marketing yourself as a subcontractor. You sell programming to nonprogrammers. I just wanted to keep myself from taking up drugs from the boredom and tedium of early motherhood. It seemed like a logical leap.” Maybe you’re an interior decorator. The thing is. 2.It t yBi z How To Find and Build Your USP If you don’t already have a Unique Selling Proposition. you can’t sell programming to a programmer.
to their unsuspecting friends and loved ones? 3. If you only need a few thousand dollars a month to supplement your spouse’s income. You need to find out what you’re really good at. do you get off on finding creative ways to write off a client’s boob job? It seems like no big deal to you – just a perk of being an accountant – but to other people.ask someone else. “Oh my God. . This isn’t good enough. In my case. your USP can be very. Most artists say they’re good at art. You’re a specialist. a go-to guy. sit down and think about what part of your work doesn’t feel like work. If your goal is larger and you’re trying to become the next Microsoft (hint: don’t do that) you need to think bigger.It t yBi z than garden variety “writing” or “editing. One. Avon-style. then people can talk about you at dinner parties. Change your marketing copy accordingly. you can say “I’m a blog writer and I only write blogs about cars” or “I’m a website designer and I only do custom Wordpress themes for life coaches.. I did a set of blog posts for a client and wrote reviews of online TV sites and they were a lot of 24 . Writers say they’re good at writing. preferably someone who likes you but is not trying to have sex with you. you HAVE to meet my accountant.” Same work.” You can then become THE person to go to for automotive blog writing or Wordpress themes for life coaches and you can keep yourself busy for a very long time. This guy can write off anything.. If you’re an accountant. Can you create a network of blog writers? A Wordpress theme temp agency? If you make the vestal virgin candles. very focused.” Then you’re not a boring ass accountant any more. can you get a group of people to sell them. There are a few ways you can do this. that’s a real and marketable skill. Accountants are good at accounting. I used to be pretty good at writing reviews. What are you good at? Seems obvious. If you make creative write-offs your USP. not the same rates. but it isn’t.) If your goal is small.
If you come up with something truly unique and it turns out to be awesome. and we’ll talk about that soon. even though other companies offered the same service. Don’t let the fact that someone else provides 72-hour turnaround on 5 page Wordpress websites stop you from doing it — it’s not necessarily a bad idea. This does not mean you have to come up with a new USP. Don’t be unique for unique’s sake. as well as reinforcing their branding messages so the public at large still associated them with overnight. people will copy it. But if you’re actively competing with someone who’s already doing that. Don’t go all Van Gogh on our asses just so you can be the bike pump salesman with only one ear. preferably someone who likes you but is not trying to have sex with you. “I don’t know. You want to be as unique as is reasonable. This is where branding comes into play. USP Caveats The bigger your market. It didn’t feel like work. it felt like chatting to my friends about what I liked and didn’t like. Nobody’s going to buy it if it sucks. writing vicious reviews would be a good one. If Kira’s paintings were ugly. I just really like to write” or design websites or drink gin from a sippy cup or whatever. ask someone else. This is where target demographics comes into play. If you can’t think of something and you find yourself saying. you’re going to find something else in your arsenal to differentiate yourself from The Other Guy. you’d be amazed how many profanity-ridden small business marketing blogs are turning up. FedEx found additional things to differentiate themselves. Ask them not only what you’re good at but also what you seem to have the most fun doing. Since my blog became popular.It t yBi z fun. The better your USP. the fact that she 25 . FedEx didn’t change their biz when UPS started offering overnight shipping to New York. the less likely you are to be truly unique. If I didn’t already have a USP. the more likely people are to copy it. There are probably a lot of web designers out there with the exact same USP.
You can even reverse a weakness and turn THAT into a USP.) You can turn a strength into a USP. So does Barnes and Noble. assuming you had the website from which to promote. your target demographic has to think it’s better. Hint: If you’re stumped. Neither are unique in the online bookselling world. Your business. overnight shipping just became unique again. Assignment Time! Create 20 potential unique selling points you could use in YOUR SPECIFIC business. But if you sell cashmere baby booties and nobody else who sells cashmere baby booties is shipping overnight. Don’t use your opportunities or threats. out of your control. But subjectively. 26 . but that doesn’t make it GOOD. and not unique. go back and check out your SWOT. because those are external. Nobody’s going to start a shipping company with the USP of “We lose more packages than any other shipping company on the planet!” Objectively. What is or is not unique is largely dependent on the industry. (See? I told you to do the exercises.It t yBi z painted them with her breasts and a garage full of Hot Wheels is not going to make people buy them. Maybe it’s TRUE that your auction site forces people to bid in iambic pentameter. Not your industry. Amazon ships overnight. though. your USP has to be verifiable and accurate. These should be points you could start highlighting tomorrow.
_________________________________________________ 16._________________________________________________ 17._________________________________________________ 12. Lifetime guarantee._________________________________________________ 20._________________________________________________ 19._________________________________________________ 15._________________________________________________ 18.__________________________________________________ 4. We’re ghostwriters and only ghostwriters.__________________________________________________ 3.__________________________________________________ 10.It t yBi z Potential USP Points for YOUR Business e.g._________________________________________________ 14.g.__________________________________________________ 6. 1.__________________________________________________ 8.__________________________________________________ 5._________________________________________________ 13. e.__________________________________________________ 9.__________________________________________________ 7._________________________________________________ 27 .__________________________________________________ 2._________________________________________________ 11.
they just had waist and leg. Professional cyclists buy helmets made for professional cyclists. There’s a certain pair that fits just right for my body shape. we’ll talk about my jeans. I’m a woman. these guys really bust it out. it’s cool to see how others are doing it. Usually I buy my jeans from Levi’s. I’ll make it big so all the people at your office can read it. thank you very much. 14 short. Parents of little cyclists buy helmets made for little cyclists. More specifically. Then I moved to a city with no Levi’s store and I figured it was time to start buying another brand of jeans. Old Navy was nearby and I figured I’d give them a shot. Our monsters are just fine the way they are. As I 28 . Why? Because people buy things that are just for them.It t yBi z Identifying Your Target Market Since I put my email address out there for all the world to see. This is kind of funny. We have no need for new monsters in our pants. My favorite spam is penis spam. When you work in marketing. you can’t sell to anybody. and my husband is in the prime of his life. other than the fact that your life is now better having read that classic piece of copywriting genius? Sales and marketing are just the same. so they’re getting really creative. the shape just works. Today’s example is my favorite. So what does this have to do with you. Don’t miss it out! Grow a monster in your pants for New Years! This ain’t your father’s Viagra ad. 10 regular. They know everybody deletes their emails. But instead of having all the different rises and fits and cuts that I was used to. Amateur cyclists buy helmets made for amateur cyclists. 6 long. One size does not fit all. People who write penis spam emails are the most creative people I know. When you try to sell to everybody. people. I’ve gotten a lot of spam. If I gain weight I buy a bigger size and if I lose weight I buy a smaller size but no matter what size I am. That sort of thing. Man. The problem with this company’s highly effective marketing technique is that I’m not exactly their target demographic. because I actually like spam.
From the website: Baby Insights helps families gain insight into their newborn’s patterns. What I eventually came up with was this: Old Navy surveyed a whole boat load of women. How much they ate. it’s software for the caregivers of babies. Here’s an example: Babblesoft sells software for babies. The average waist Y big in relation to the hips. The size that worked in the ass and hip wouldn’t even do up at the waist. In trying to create something to fit the average woman. but I thought about them a lot.) One of the products they sell is called Baby Insights. So the size that worked for my waist ballooned in the ass and hip region. When they took their medicine. Absolute denim disaster. (Well. They were too average. I tried an 8 regular. they neglected to realize one critical factor: There is no average woman. it’s a place where parents and caregivers can record all the vital information that goes on in baby’s day and life. My ass is barely noticeable. They discovered that the average ass is X big in relation to the waist. With this information. 29 . I asked around and realized that nobody looked good in these jeans. How long they slept. My waist is bigger than average. except the fabric was cheaper than either of them would be caught dead in. Basically. My thighs are big in comparison to my hips because I used to do ballet.) I just couldn’t understand why the jeans were such a failure. but they’re about right for my waist. The average thigh is big in relation to the ass. I didn’t buy the jeans. And so on down the body until a sufficiently standard level of averageness was attained.It t yBi z take a size 8 and am a fairly standard height. families can make feeding/pumping related decisions as well as crucial medical decisions. actually. but my hips are smaller. I looked like I was wearing the bastard love child of my mother’s jeans and my father’s jeans. (This was about 8 years ago and I’m still thinking about them.
You lose. • Parents who work opposite shifts. we’ll just talk about parents here. Sorry. • Fathers who dig all the latest technology. Sometimes they get 50 points. (If you have a Dick Cheney joke. • Parents of multiples. In the parent category. • Parents with high-needs older children. Imagine the target is. 30 .It t yBi z Here’s a little target demographic metaphor. But they get a lot more points than the dude with the blindfold and the air rifle. (Gift givers. Trying to sell to “parents” is like trying to sell me those jeans. a target. Hit the center of the target. etc. Hit the outside edge. now is the time to make it. sometimes they don’t. • Mothers with postpartum depression. And you’re the dude with the gun or the bow and arrow or whatever. we have: • Mothers who are anal retentive. Babblesoft actually has two groups of people to whom they can market: parents and non-parents. um. Sadly. Marksmen who are proficient enough to be legally entitled to fire a gun aim at the center. • Parents who live in the US and are subject to the BULLSHIT PARENTAL LEAVE laws. forcing them to go back to work too early. dramatically increases his chances of hitting it.) To save time. Joe.) The marksman thinks really hard about the best way to hit the target. Joe is wrong. nannies. you get 50 points. randomly firing into the ether and hoping for the best. Too average. you get 10. He focuses only on that target and in so doing. The average Joe would probably say her target demographic is parents of newborns. Your success as a marksman is judged on your score in this game.
I had to watch three nearly identical television ads for NeoCitran. It was the exact same. except with the added benefit of making you high like an extra in a hip hop video. This woman made me WANT to have a cold. such as age. gifts from overinvolved grandparents. I raved about her. Flash forward several months and I see the ad on TV. Except for the voice. If the company were to specifically target any one of these groups and market to them appropriately. income. damn. a demographic is defined like this: The statistics describing factual aspects of a target market. 31 .. I signed up for a market study. That’s not even getting into potential baby shower gifts. race. sex. These are the people who are begging for your product or service. When I got to the part of the study where they ask for any extra comments. When identifying your target – which will likely be one of the most difficult things you do as a part of your marketing campaign – you need to identify their demographics.It t yBi z That’s off the top of my head. and that’s all that counts. I raved. You add hot water and it is supposed to be like old school honey and lemon. but you do. According to the most boring definition I could find. but the best part of all of them was the voiceover.) The ads weren’t bad. No Mom. Totally different person. They have money to spend and they want to spend it on you. Your target demographic is your version of perfection. religion. The most important part of this definition is.cue big ass text: “Factual” Long ago.. they’d have more customers than they knew what to do with. I raved. gifts from distant grandparents. I felt like I was two years old and cuddling with my Mom and my blankie. gifts from nagging grandparents. This woman could get me to buy a trailer in Tornado Alley. etc. I mean. (NeoCitran is a cold medication that comes in a powder. special interests and geographic location. Maybe they don’t know it yet. I raved. no blankie. Worship would probably not be too strong of a word. The woman’s voice was the most soothing thing I’d ever heard.
but they really want the moms of the under-12 set. I do not plan to purchase a home or car in the next 12 months. everybody goes there. These companies do not market to people who want a good burger for a fair price – we all want that. Here are some more examples based on Canadian fast food institutions. This is what you need to do with the target demographic for your ittybiz. though. Yes. but they really don’t give a shit what I think. They market to cold. These are what you want. Here’s what NeoCitran – and everyone else in a marketing role – wants to know about me: I am female. Envision 32 .000. Note McNuggets for little ones and salads for the Moms. you’ll realize that they’re not really competing at all: The target demographic of McDonald’s is the mothers of young children. family sizes. The target demographic of Burger King is young men between the ages of 18 and 29. The target demographic of Wendy’s is health-conscious adults between the ages of 30 and 45. I do not own a home. Ages. I am about 15 years too young. These are facts. hard facts. I do not own a car. Really think about them. they appear to be competitors. They need to survey everyone. I am the primary breadwinner in my household. I spend more than 30 hours a week on the internet. Get in the shoes of your target demographic. I am the primary shopper for groceries in my household. Notice that based on product offerings. generally female. the lovely folks at NeoCitran can figure out a lot of things about me. Self. I read Psychology Today. I am the mother of two children – gender irrelevant – aged 2 and 10. I have an annual household income of greater than $100. I am 28. Note very large burgers for very low prices and a really lousy kids menu. Note proliferation of salads and baked potatoes instead of fries.It t yBi z Why did this happen. and Oprah With that information. you ask? I am not NeoCitran’s target demographic. income levels. When you look at their targets.
you understand them. What do they eat for breakfast? How old are they? Are they Democrats or Republicans? Do they like their jobs? Do they like their spouses? How many bedrooms are in their homes? When you know the facts about your market. When they trust you. breathing individuals. you can give this book to someone else because you won’t need it anymore. you know what’s important to them. When you understand them.It t yBi z them as real. When you know what’s important to them. 33 . they grow to trust you.
If you’re selling Business-To-Consumer.It t yBi z Target Demographic Assignment Part One: Facts Take this whole page and free write about your perfect customer. Whole page. If you’re selling Business-To-Business. you don’t have to write that down. If they like to dress up in a bunny suit on Saturday nights. you’re talking about the purchasing manager in their capacity as a purchasing manager. 34 . Everything you can think of. you’re talking about a person in their entirety.
______________________________________________ 5. ______________________________________________ 7. yes. ______________________________________________ 2. But they also value their home. ______________________________________________ 4. ______________________________________________ 9. _____________________________________________ 12. ______________________________________________ 3. _____________________________________________ 11.It t yBi z Target Demographic Assignment Part Two: Conclusions Based on the picture you’ve painted of your perfect customer. identify 12 values you can infer. ______________________________________________ 6. These can be high level values (like stability or frugality or family) or they can simply be the stuff they value. ______________________________________________ 10. A homeowner may value security. ______________________________________________ 8. knowing what you now know. _____________________________________________ 35 . 1.
______________________________________________ 4. (Chill out about the hunting reference. ______________________________________________ 3. ______________________________________________ 36 . Based on who your target demographic is and what’s important to them. including at least one offline and one online. ______________________________________________ 5. where are you likely to find them? List 5 places. You don’t have to assassinate anybody. 1.It t yBi z Target Demographic Assignment Part Three: Location Now that you’ve defined what you’re hunting. I’m just kidding.) This one is a quickie. it’s time to find your hunting grounds. ______________________________________________ 2.
These are the members of the in-crowd in the marketing industry. you don’t have to think too hard about your copy. They just identified the cow. The presence of these brands in the universe is very scary to ittybiz owners because they represent something so big. Coke. First. Starbucks. These are the brands you want to be close to. They did not say the cow was a good cow or a bad cow. your colors – all of the decisions stem from the brand. (Good cow vs. we think of what Cool Marketing Dude Alan Wolk calls “Prom King Brands”. When we think of branding. what the hell is branding? “A traditional advertising method used to elicit a latent response from a target based on cumulative impressions and positive reinforcement. even though they’re way too cool for you. As a very small company. Google. I figured I’d put a little bit extra in the branding section. that it can barely be touched. They did not convey the temperament of the cow. and you don’t have to worry too much about that. just don’t be an asshole and your image should be fine. In fact. so expensive.” Conventionally. bad cow is about a brand’s IMAGE. brands were used to identify cattle. Once you have a solid brand. “I’ll never have enough money to be Diet Coke. We think to ourselves. effort and money in every other area of your marketing.) Sonia Simone and I were doing a seminar about newsletters and she gave a tip that I had to poach so I could use it for this lesson. I ended up putting it on the border with the oh-so-reasonable rationale of “It’s my damn book and I’ll do what the hell I like. so I guess branding’s not for me. effort and money.It t yBi z Branding It damn near killed me trying to figure out if branding should go in “concepts” or “strategies”. She suggested that you include a picture of yourself at the top of every newsletter. She was talking about how to get people to open and subsequently read the emails you send them. your tone.” Branding is a tough thing for a lot of ittybiz owners to wrap their mind around. Apple. 37 . your images. creating a great brand is a fantastic way to save time. Since I’m a pretty big fan of saving time. I thought and thought and thought and came up with nothing.” But branding isn’t only for the big boys.
Does Sonia’s face really mean anything? Did God ever come down and say Sonia had a “funny” face or a “boring” face or a “nice” face or a “Republican” face? No. At its heart. we are not confused and we feel safe and warm and loved. One. stolen ruthlessly from a blog post I wrote a few years back: Popular nostalgia has an image about the 1950s housewife. either. and dab it behind her ears. watching her get ready. smoking a cigarette and ignoring her kids. they will think of their mother. When it was time for mom and dad to go to dinner. each and every time you perform a function. So by providing a recognizable and pleasant picture. They don’t necessarily think nice things about their mother. she took care of the kids. But so is your tone of voice. we’re sure going to remember her pretty face. That is branding. She would very carefully take her special occasion perfume out of wherever she put it so the kids wouldn’t get into it. people really hate being confused. Three. for the rest of their life. 50 years later. she cooked. people are very wired to recognize faces. she would hug the kids and they would smell her perfume. It’s about conveying the same image. the clothes you wear. On the most subconscious of levels. They might think of how much of an alcoholic she was and how every time she made a casserole she would stare sullenly into the sink. We make those associations on our own. a logo is a part of that. One more example.) Two.It t yBi z Why? A few reasons. By providing a pretty little picture of herself. Sonia makes it easier for us to remember how much we like her. the copy of your newsletters. Today. branding is about being the same. But they think of her and only her. her husband would take her out for dinner and the kids would sit around her vanity table. It all exists to reinforce the brand that is you and your ittybiz. people get great information in her newsletters and they have come to associate her face with good things. 38 . we feel confused and blame the person we feel is responsible. (The pink hair doesn’t hurt. So while we might not really remember her logo. Yes. She worked hard. those kids remember exactly what their mother smelled like. If they smell that perfume on anyone else in the world. Every now and again.
You won’t mess around with eight upsells after the purchase. You’ll want to get straight to the point. It should simply be picking a pair of glasses and looking at the whole of your business through the color of their lenses. Your invoicing will be simple without a lot of options or fluff. subconsciously. straightforward designers/copywriters/bookshop” then you look at all of the customer facing parts of your business and say. 39 . convoluted stories. Your newsletters.” make everything a little bit funny. If you are “funny. How can you incorporate branding in the day-to-day running of your ittybiz? • Make the signature line of your email part of your brand. You can think of your branding like a mental mission statement. If you are “blue. “We are the no bullshit. The particularly sexy thing about that example – and any other example we could come up with – is that it doesn’t cost any money. If you are “straightforward. Your work flow. • Redo your answering machine message to reflect the tone you’re trying to convey. Maybe you were going to get shirts printed. We’ll use the straightforward example. You were going to get a logo. telling them exactly what your email is and why it’s in their inbox. Funny? Caring? Provocative? • Consider your social media presence. You won’t have a lot of forms to fill out when they want to request a proposal. “WE ARE REALLY STRAIGHTFORWARD!!!” Their image of you will be consistent.” tint everything you do with blue.It t yBi z Branding should never be scary or overwhelming. “How can I be more straightforward here?” Your logo. You’ll want to make sure you’re not throwing in a bunch of adverbs and adjectives and long. Trustworthy businesses make more money. You were going to get copy written anyway. And to your customer. This way. If you think. certainly. If you’re normally solid and informative.” make everything show how straightforward you are. you know exactly what you’re going to do and what you want it to convey without costly mistakes that make you throw up your hands in exasperation. your customers think of you as straightforward without you having to wear a sandwich board all the way down Main Street. be solid and informative on Twitter and Facebook. You’ll want something strong and solid and no-frills. Your advertising copy. This way. screaming. consistent equals trustworthy.
He’s successful. (“At first. You can spend seven figures playing the right songs in your TV ads and showing the right models doing the right things. So how do you create a brand for your own unique ittybiz? Brand building for small companies is different from branding for big companies. around the time the iPod first came out. Then pick one or two or three (as long as they don’t conflict) and experiment with how you can incorporate them into your business.It t yBi z • What are you wearing? Does your branding connote fun while your clothes connote boring businesswoman. Those are the things that show people you’re honest without you having to say it. So I’m going to be all about simplicity. Incorporate transparency. Think of what you want people to feel when they meet you. Remember. “Hmm. you’re going to be in for a lot of messed up psyche and hating opening the office door in the morning. (Note: Apple. You can’t look at Leo’s blog. Zen Habits. you probably have access to information about what customers like. and say.” If you’re drawn to changing your clothes four times a day and spending a thousand bucks a weekend at Harrod’s. I was pretty surprised by how much this was going to cost me. but when I started working with Horst I discovered that the investment was well worth it…”) Make it easy for them to opt out of your newsletter. And that’s when it’s just the color blue. 40 . If you have a big ass advertising and promotion budget. show some testimonials that might start off less than glowing.) Nobody is hurt by this branding because the company is so big that no one person has to fake anything to make it work. in person or virtually. If it’s appropriate.) So how does an ittybiz decide on a brand? Think of who you are. (You’re also probably going to come off as fake. you’re not going to be very happy. But if you hate blue and some marketing book said you have to surround yourself in it. And he’s simple. circa 1985? • Do you have a tagline on your website? Since that’s the first thing people see after your name. display the feed count of your blog. Do not try to say “I am HONEST and that is GOOD!!!” Try to incorporate honesty into what you present to the world. Think of what your loved ones see as your best qualities. it would probably be a good idea to make sure it’s saying what the rest of the site is saying. Think of the colors you like and what they mean to you. the qualities you’re looking for are morally neutral. list your prices.
Create a mind map on the next page showing as many of the brand elements you’d like to express in your business. Now.It t yBi z Assignment time! This one’s pretty much a free for all. Not when you have enough money to start running ads and not when you get a website redesign. For each one. consider a way you could incorporate it FOR FREE as a part of what you’re already doing. This is just a way for you to start thinking of branding as something that is completely possible and completely within your control RIGHT NOW. 41 . and it’s meant to be fun. Understand. you won’t use even half of what you come up with.
Brand Me .
MARKETING STRATEGIES PART 2: .
There are as many different kinds of advertising as there are media. 2.It t yBi z Advertising I searched the internets high and low to find you a definition for advertising and came up totally empty-handed. Different Goals of Advertising There are two kinds of effective ads: Call to action advertising wants the receiver to do something. plus about 3000 more. (This is often called a creative in print and web media. Either it was too inclusive. this advertising business. Whether it’s paper or radio script or a jpg of a banner ad. over radio or television.. The closest I came was this one. etc. or it was too exclusive. clearly written before the advent of television or the internet. Advertising involves a concrete. Brand advertising wants the receiver to think or feel something. I’ll keep this as short as I can. Complicated stuff.com: Advertising: the act or practice of calling public attention to one’s product. I heard someplace that a few enterprising souls are advertising on this crazy thing called the internet – who knew? But at least that gives you the understanding of what advertising sort of is. they’re just saying nice things about you on their blog. on billboards. Nothing quite worked. advertising involves a THING. tangible ad. especially by paid announcements in newspapers and magazines. You pay for advertising. you may as well forget the latter exists right now. need. 3.) Nonconcrete stuff falls under the purview of public relations or word of mouth. from Dictionary. For your purposes. service. Since I’m not writing an encyclopedia and you only have so much time to read before you go bankrupt. Why? 44 . If someone just says nice things about you on their blog. etc The “especially” is where I get a little weird. A few things to note: 1. as opposed to a concept. covering a range of activities that would be better described as marketing.
really. Click. Most advertisers are so pleased with themselves for securing their little 125x125 pixel square or their 30 seconds on TV or their quarter page in Women’s Weekly that they never stop to question… What is the point of this ad? I could rant on this topic for hours and hours and hours but I will spare you that unfortunate method of spending your Sunday morning.” Call to action ads. Sign up for a newsletter. They want you to remember Diet Coke. “Get the Diet Coke. Most advertising sucks.It t yBi z Think back to an ad you’ve seen from one of the Prom King brands (see the section on branding if you have no idea what I’m talking about). by which we mean their brand. pass me the keys. It exists to make you think and feel favourably towards their product. they want you to have a subconscious. And the next time you’re in the soda aisle. “Honey. Like. doesn’t that look fun?” That’s what most North American television advertising is about. on the other hand. Call. “Golly. I’m heading out to the store for some Diet Coke. They want you to think nice things about Diet Coke. These are action oriented. visceral feeling that whispers. Indescribable levels of suck. really sucks. very good because you may as well pack your money full of tobacco and smoke it.” Diet Coke doesn’t want you to run out and get a Diet Coke. You come away from the ad saying. want you to do something right now. don’t copy advertising you don’t know to be very. Ask for a catalog. I hope you will simply trust me and show your appreciation by remembering this: 45 . Whatever you do. When you watch an ad for Diet Coke – and I’m going back a few years here because I’m not a big TV watcher – you see a bunch of very young adults. Collect all 6. Ask your grocery store. They are doing something fun. You notice how you don’t come away from watching the ad saying. What was the point? Let’s use Diet Coke for an example. There is great music.
) Here are some pointers to get you started in the various types of advertising you might want to consider: Pay-Per-Click Pay-per-click ads (often referred to as PPC) are sponsored placements in search engines. Once your ad is created. there’s not much you can do to fix it after the fact. Here are a few tips for running a PPC campaign that doesn’t totally suck: Put a price in your ad. and track. 46 . it’s done. you now know more about advertising than 90% of ad agency staff in the civilized world. change. Congratulations. Somebody paid for them. I’ll try to keep it to basics. It needs a call to action. it’s a crap shoot. (The exception is if your market is extremely localized and they listen the radio and you’re really good at writing ads. Because I could write an entire book on advertising alone. you’ll see sponsored listings on the top and right of your screen. You don’t click. Having said that. they’re pretty fantastic. It’s too expensive and you can’t really test it. But even then you probably shouldn’t.It t yBi z Every ad you run must have one call to action. (Besides. They’re criminally easy to set up. PPC ads are a dream come true for internet marketers everywhere. they don’t pay. If it sucked. they pay. If you do them right. That’s why they pay me the big bucks.) Newspapers get thrown out. Either that or allude to pricing in some way. You click. Don’t use radio. You can choose how much you spend.) So when you go to Google and look up “shoes”. and they’re paying by the click. You can start and end an ad campaign whenever you want. there are a few basic guidelines you can use: Don’t use television. (There are other types of PPC but you don’t need to worry about them. how the hell am I going to sell you Advertising School later? See? Good marketing. And you can’t have more than one of them. What media should you use? The truth is. This makes them good for stuff that’s local and urgent. You need to advertise before you can know if your advertising is going to work.
(An example for this would be my ebook. So if your ad has the search phrase all over it. Many other people don’t realize that paid ads are. not knowing you’re trying to sell them something. Basically. For example. Bid on “red espadrilles” instead of “shoes”. they might see an ad for my ebook. but it’s a good goal to have. body. your keyword should appear in the title. SEO School.com/seo-school/. my display url could be http://ittybiz. It is not necessarily the domain you send them to. when in actuality I’m sending them to http://ittybiz. I’m out the cost of a click. Two.) Many people think everything on the internet is free. it will be bolder than the other ads.It t yBi z (Even “free initial consultation” indicates an eventual paid product. Go for very specific keywords. Google has an internal ranking system of the relevancy of ads. You don’t know if they’re looking for Manolo Blahnik’s or Ked’s. One. display url and actual url of your ad. If your ad for red espadrilles says “red espadrilles” all over the place. When choosing what keywords to bid on.) It’s not always an ideal world. They leave.) The obvious exception is if you’re just running ads to get traffic to something free. paid. If you’re selling something. well. Repeat your keyword. Same applies for “cheap” if you’re not cheap. You don’t know if they’re just writing an essay on the history of shoes. Thinking it’s just a link to an article or something free. This means you can say you don’t want your ads to appear when someone types the word “free”. you can be pretty sure their wallet is on the table. you can also choose what keywords NOT to bid on. So they click. In an ideal world. you don’t know if they’re looking for kids’ shoes or men’s shoes or women’s shoes. they click. Lots. Google bolds search terms in the search results. on the other hand. they realize they have to pay for the book. and you can’t always fit a long keyword phrase in that often. you don’t know nuthin’. modify your keyword phrase to exclude “free”. Upon arrival. People’s eyes are drawn to words in bold.com/seo-school1234. it’s a pretty sure bet that your ad is relevant for their searchers. If someone’s searching for “UK size 9 red espadrilles”. If someone is searching “shoes”. If someone goes to Google looking for some free advice and they type “SEO for beginners”. (The display url is the domain the customer thinks they’re clicking on. Why should you repeat it that often? A few reasons. People 47 .
But don’t just default to boring because it’s easier. Say something. a logo. Keep the tone of your ad consistent with the tone of your landing page. The problem with that. “Webtastic Business Solutions” means nothing to anybody but you. Tell them what they’re going to get when they click. I leave and you lose your money. Banners can be awesome. Do not just tell them who you are. never. So if they typed in “red espadrilles”. I see this all the time. make sure the page they land on isn’t conservative and austere and fancy pants. and I should be used to it by now. say. Tell them what they’re gonna get. “DreamLand Cashmere: Imagine baby drifting off in a custom cashmere blankie” evokes a lot more than “Blankets: Baby. Test some different ads to see which ones convert better. act fast. Banners Banner ads are starting to lose their appeal. Or I think you don’t actually have the espadrilles.” Just because you don’t have a lot of space doesn’t mean you have to sound like a damn robot. though. Like. Don’t send them to your home page. ever. that means you can only show something really little. Try the dreamland one. I’m annoyed. Think like a searcher. if done right. Either way. send them to a page specifically about that. Send clickers to a targeted landing page. throw. ever use the word “solution” in relation 48 . That’s a pretty shitty way to write an ad. If the ad is all about “Bargain! Bargain! Bargain!”. You need to make it very clear what is about to happen. Multiple colors. is that nobody gives a shit about your logo.It t yBi z are more likely to click on your espadrilles instead of the other guy’s. Also. It seems like people think that because you only get 125 pixels or so. see what works the best. Add as much applicable emotion as you can. duvet cover. The problem is that most people don’t do them right. If I get to your site and have to search around for what you promised me. try some different ones. and you have promised that in the ad. and I think that’s kind of sad. Which I suppose is true for pretty much every other area of marketing on earth. or at least to “espadrilles”. I have typed in something specific. Ugh. You don’t want them to think they clicked the wrong thing. Do not just show a logo.
Schedules. The free kind. Herpes. People tend to read the same publications over and 49 .” People came in droves because it was made for them. on the other hand.” but I sat there for 10 minutes and couldn’t come up with anything as unforgivably stupid as advertising without testing. Business is not a problem. and therefore does not have a solution. customize their landing page. In print. I promise you. you could create a custom creative and landing page combination for the fantasy website. say.) You can do much to influence whether or not people actually look at your ad. Print Give them a reason to keep your ad. If you have a herpes solution. Which leads us to… Make it for them. you’re allowed to say so. other advertisers are not your enemy. you could have a landing page that starts with “Special Discount for IttyBiz Readers”. test. the horror website. You can do little to influence whether or not people are interested in your offer. (Other than. what images. what colors. If you’re a web designer advertising on a blog for writers. The recycle bin is your enemy. You’re just gonna have to trust me. If applicable. your conversion will go through the roof. Only say stuff that people actually care about. If you do web design for all sorts of authors. I just tried to come up with an analogy like “advertising without testing is like. a blog about working remotely. “Websites made just for writers” or authors or children’s authors or fantasy authors. Coupons work well. See what text converts better. Keep advertising. is a problem. An edge that looks like a coupon tends to work well. and so on. This is a good place to customize their landing page. test. Test. “Marketing tips. If you were advertising on IttyBiz. the romance website. It can really help to give people a reason to keep your ad. creating an interesting offer. Play with shapes. have an ad that says.It t yBi z to something that is not inherently a problem. The only people who read it were people who had businesses. too.. It helps to ease the transition from “what I was doing before you interrupted me” to “the website of the dude who’s trying to sell me something”.. One of my best converting ads was on Anywired. It doesn’t cost much more to get a few different word combinations in your ad. It said.
But they might get pregnant. And they might know pregnant people. timelines. timeliness. If they’re made aware that you offer what you offer repeatedly.” Make it important. you’re out of luck. “that’s not important. We look at ads and think.It t yBi z over. Create a sense of urgency. Sometimes it takes a long time for people to be interested. Deadlines. and scarcity are your friends. 50 . Sometimes it takes them a long time to be convinced. If someone sees your ad for pregnancy photography and they’re not pregnant. you can increase your chances of success.
Make the expectations very. At worst. You don’t necessarily have to put a special offer in the regular piece. Give them a freebie. and they give you the opportunity to get in touch with them over and over and over. very clear and you’ll have a much lower rate of angry people. Don’t go any more than 2:1 – for every two things they asked for. But don’t deviate too much. If you’re sending more of what they didn’t ask for than what they did ask for. you can get away with sending one they didn’t ask for.It t yBi z Emails. Have you ever seen a blog with a sidebar that says “Sign up for my newsletter!” and nothing else? That’s bad. they provide lots of value to your prospects. e-newsletters. Pretty cool. If you’re only going to bother them when you have a special offer. They’re cheap. Don’t be afraid to deviate. huh? Here are some ways to make the most of your campaigns: Make the offer good. Which means you may as well not bother having the newsletter because the only people who will read it are the people who would’ve heard about whatever you’re talking about anyway. But it has to be really cool. Make it very clear what people will get. tell them that’s what you’re sending. E-Newsletters. If you’re sending an e-newsletter every week. that’s bad. 51 . If you have something really cool – and it has to be really cool – you can give it away to people who sign up. and newsletters are pretty ubiquitous nowadays. Seems like everybody is doing them. If you read my monthly newsletter. you have their permission to get in touch with them repeatedly. tell them. tell them. 3:1 is better. Why is it bad? Because the only people who are going to sign up for something like that are the people that love you so much. they’ll sign up for anything you ever do. Newsletters Email. At best. This is a colossal waste of time and energy. they’re looking forward to your communications and forwarding them on to their friends. If you’re sending out a paper newsletter once a month. or you won’t get the signups and people will think you’re a cheapass. I can send you an extra email every couple of months when I’m having a sale. and for good reason. You are allowed to send stuff that’s a little different from what they’ve signed up for.
Play around to find out what leads to the most opens. “IttyBiz Newsletter. or if people aren’t signing up for the newsletter you already have. and the most sales. They will give you statistics on how many people opened this newsletter versus that one.) Don’t be afraid to sell. don’t you think? Track your statistics. For God’s sake. they’re very predisposed to reading your stuff in the future. This is not a charity. It has something to do with html. sell something. There is no nobility in going broke so that a bunch of strangers will think you’re nice and not too pushy. the most clicks. remember? You’re not doing this as a public service. That’s the point. send them to different landing pages and track that yourself instead. So you probably can’t trust their numbers on that.It t yBi z Consider a course instead. They will let you split test. and if they do the homework and end up experiencing success. If your headline is boring. but at least have something that people can buy. There are some tips about this in the 100 tips at the end of this book. 52 . it gets people really used to seeing you in your inbox. Plus lessons often have homework. September 23rd Edition” is begging to be trashed. Whatever newsletter software you use. If newsletters aren’t your thing. sending out similar emails to different groups of people. If you need to track how many people clicked or bought with different emails. consider offering a course instead. Watch your headlines. nobody will read your newsletter. You don’t have to abuse your morals. but the concept bears repeating. track your stats. Plus. “[IttyBiz] How To Get Four New Leads In An Hour” has a little more going for it. to see which one makes the most sales. Five or 7 or 10 lessons on your chosen topic seems to have a lot more value than a newsletter. (The caveat here is that the click through rate statistic – the count of how many people clicked on a link in your email – seems to be horribly broken for a lot of providers.
they’re trying to sell stuff via a press release. Unfortunately. It means that whatever you’re trying to convince the press to cover is interesting or important enough that people should be reading about it with their morning latte. it’s hard to do well. So the first test to put your PR piece to be through is the have-I-read-about-anything-like-this-in-the-press test. people would get mad at you and tell you you’re doing it wrong. It’s not exact. an effective public relations or publicity campaign can be the best thing you ever do for your business. they’ll throw out PR materials and ignore you. but generally PR involves the press. but if I talk about those. Because if it were only sort of bad. and you’ll never know why. a book of its own. I’m not going to write a book on PR. 53 . When looking to get involved in stuff the press would like to cover. (PR also stands for press release. though. See? I said it was bad. Most people mistake “PR” with its cousin “marketing”. so you’ll just have to live with it getting a little section in this book. when we say “public”. By PR we mean public relations. In this case. it’s not worth going in the press.It t yBi z PR PR deserves. That means that you opening a new store is not worthy of being in the press. If nothing like this is in the press. So when people should be gently schmoozing the press and doing cool shit that news outlets would be interested in. and when it’s done well. Generally. That’s really bad. It’s the worst kind of bad. I want to look at one particular term: Newsworthy Newsworthy means “worthy of news”. I’ll make sure to get off my ass and type them out in full so you’re not more confused than you have to be.) Theoretically. “sales”. and in many cases gets. having already confused “marketing” for “advertising” or. we mean the press. It means that you celebrating your fifth year in business is not worthy of being in the press. It means you coming out with a new product is not worthy of being in the press. God help us. and it’s not every time.
Journalism. they don’t get to come up with their own story. you are. but the facts about the industry. Don’t make them follow up.It t yBi z On the other hand. Your release or pitch or press page or whatever should give them the story. Which leads us to. the tips! Give them an angle. If you give them the story.. But give them the facts.. Make it easy. So if you’re telling them that 82% of straight men are sexually attracted to women with heads. Give them sources. if there is a genuine human interest angle to your story. give the facts. The general ittybiz mantra of “you should probably be selling something every minute of the day. is pretty much the worst field to be in right now. particularly non-web journalism. don’t make their job harder. tell them there has been a 34% increase in recreational knitters in the last five years. Are you seeing a pattern here? Don’t. Story in a box. Have high quality photos they can steal. Have audio and video samples so a potential radio interviewer knows you don’t sound like a drag king with a three-pack-a-day habit. (Which. of course. but you don’t have to be obvious about it. You coming out with a new product that cures cancer is press worthy. Give them something they don’t have to think about. they might think you’re spinning. even when 54 .) After the angle. Tell them 41% of knitters list the downturn in the economy to be a major factor in taking up their hobby. People are getting laid off left and right. something that sounded boring before might become very interesting. (Although looking like a drag king wouldn’t be the worst thing for video. Make it easy. too. Sell. Make it easy. Fucking. back that shit up. You celebrating your fifth year in business after having your legs shot off in Iraq is press worthy.) Have several ways they could get in touch with you. are forced to work horrible hours for virtually no money in a hypercompetitive atmosphere. not just the facts. Plus. Journalists. If you run a knitting shop. who feel like they should be in a Parisian garret writing the great American novel right now. Their fact checking department is never going to get away with running a statistic that isn’t well sourced. Anything. Tell them your business has quadrupled since the October 2008 stock market drop. Not just the facts about you. Make it easy. Advertising and subscriptions are at all time lows. For God’s sake. So you opening your store in a ghetto so you can give jobs to the local teenagers IS press worthy.
It’s cool. press doesn’t mean what you think it means. you get mentioned in the press and you’re rich beyond your wildest dreams by next Wednesday. Sometimes. you can forevermore say. These are all important things. they can’t go with your story or they’ll look unobjective. it probably won’t.. even the ones who work for Fox. Most times. It’s a slow drip. “as featured in the New York Times” after your name.. have to appear objective. The best thing about press is that it generally begets more (and bigger) press. 55 . People Google something months later and run across a NYT article in which you were mentioned. but don’t lose sleep if you’re not in Oprah Magazine. I know a lot of people who have been featured in the New York Times and my potentially soul sucking envy is tempered by the fact that nothing too big seemed to happen as a result. and that does lend to credibility with the great unwashed. And if they get a whiff that you’re trying to sell anything to them or their people. So don’t get your hopes up that getting mentioned in the press is going to change your life. You can still eat dinner tonight. Remember. People see the little NYT logo on your site and they feel safer and more comfortable being there. When you’re in the New York Times. Being mentioned in the press tends to help in more subtle ways.It t yBi z you’re sleeping” does not apply in PR. Journalists. you’re not. and they stop by.
And speaking of goodie bags. Havi Brooks of Fluent Self.” I was looking to hobnob and be taken seriously. Getting my logo on a t-shirt nobody’s ever going to wear. That means that there were fifty-odd companies willing to shell out the cost of a top of the line laptop for the privilege 56 . Most goodie bags suck big rocks. Exactly. Texas. It is not a particularly good forum for making a lot of sales right away. very careful about what you get. a woowoo hippie blog about destuckifying the stupid ass habits that keep your life lousy. Your logo on the promotional publications is not enough. It’s sort of a lot of things. the big annual Cool Kids Convention in Austin. SOBCon is a good forum for that. I was trying to make a statement to the players in my industry saying something like. Normally. itty or otherwise. (How often do YOU check out who’s sponsoring something? Yeah. Be very. When I sponsored SOBCon. I was absolutely shocked by the poor quality of the stuff in the bags.It t yBi z Sponsorship Sponsoring is kind of fun. I was looking to make a name for myself. very careful about why you’re sponsoring. very careful about who or what you sponsor. I was especially shocked because I knew it cost a minimum of $2500 to even get something put in the bag.) At SOBCon. is not worth several thousand dollars. But Havi sponsors her favourite roller derby team in Portland. beside fifty other logos. When I was at SXSW. that would be really stupid. land of woowoo hippies with lots of money to spend on destuckifying the stupid ass habits that keep their lives lousy. There are three big tricks to sponsoring: Be very. “Yo. If I went in looking for immediate sales. It’s also largely overlooked by most businesses. Perfect. Oregon. sponsors a roller derby team. Or a much more personal version of advertising. a conference for professional bloggers. I would’ve been pretty screwed. It’s kind of like paid PR. I am also a player in this industry. Be very. sponsors got a chance to speak and give out freebies in the goodie bags. That’s a big deal.
for that matter? They paid a lot of money for me to collect the socks from all my friends and give them to my kid to keep his Thomas the Tank Engine trains warm when he brought them to bed at night. Tell people what you want them to do. what in hell does Adobe have to do with cell phones? Or socks.It t yBi z of having their lame ass postcard thrown out by several thousand people. or they won’t do it. Also. Adobe gave out cell phone covers that looked like socks. Plus. If you are ever considering doing freebies for conferences or conventions. give them a call to action. and for the love of God. 57 . For the SXSW bag. They fit normal cell phones. which wouldn’t fit in the socks. make what you give relevant to what you do. The only problem is that pretty much everybody at SXSW has an iPhone. noticeable. make them different.
Be creative with your bribes. The other reason most ittybizzes don’t ramp up their word of mouth stuff is because they feel like WOM is out of their control. This is an opportunity to be extra cool. sure. and free shipping for the person they refer. But I don’t tell my friends about a lot of stuff because it just isn’t worth it to me. This is the biggest and stupidest mistake you could ever make. most effective. word of mouth is the easiest. Be remarkable and bribe me. “Forward this newsletter to a friend. and most efficient way to get new customers and clients. Bribe people. You can blow their minds with how awesome you are. You may as well ask them NOT to tell their friends. Give people cool shit if they tell their friends about you. cheapest. or free shipping. Never. ever. how nice you are. Remember the Seth Godin Purple Cow remarkable thing? This is the time to bust that out. People tell their friends about you.” Give people something to say. or how much you say “fuck” on your blog. ever leave that decision up to the customer. If you send out an email that says you’ll give me and my friend fifty bucks off if I refer someone. hands down. If you send out an envelope with two gorgeous coupons and a handwritten note? Saying this is only for your very 58 .It t yBi z Word of Mouth In an ittybiz sized business. Blow their minds and they’re much more likely to talk about you. the one with four teeth and thinning hair. This is often referred to as incentivizing referrals. “Tell your friends. Sheesh. or they don’t. that might work. Encourage word of mouth. free stuff. how fast you are. But you can also blow their minds with how weird you are. It can take that form for both. you can be that obvious about it. Say things like. We read the marketing books and they talk about copywriting and design and conversion rates and landing pages and all manner of things that seem sexy. It can take the form of discounts. It is the winner. But in comparison to word of mouth.” Yes. and all of a sudden it’s worth it. You can also make it extra easy by having a button at the bottom of your newsletter that says. This can take the form of discounts. free stuff. It’s also mostly ignored because it’s not sexy. they are your neighbor’s Aunt Beulah. People do not tell their friends about mediocre experiences.
Joe will eventually hear about this.It t yBi z favourite customers? That might work a little better. 59 . You can also give thank you gifts if you didn’t bribe them the first time. Whether you incentivize or not. Joe just might start telling HIS friends how great I am. dearie. If I refer you to Joe out of the goodness of my heart and then Joe sends me flowers. you can still thank people for the referral. an accountant and a productivity coach. And really. a web designer. I’ve got five people out there telling people about me. which makes it likely they will refer you again. a graphic designer. A lot of people – both service providers and product sellers – have a more formalized agreement about referrals. Thank people. It also reminds them that you exist. That has the added bonus of a pleasant surprise. which means they’re more likely to do it again. Karma rocks. I’m referring Joe again. me neither. I’d have double that. If I did that with a copywriter. and they promise to refer people who need marketing help to me. It makes them feel all warm and fuzzy inside. I promise to refer people to this copywriter. If I start telling you about how great Joe is. are you gonna turn away 10 people telling all of their (demographically perfect) clients about you every chance they get? Yeah. And if I did it with a low cost and high cost person in each category. next time I have the chance. Make it official. If I do it often enough. Refer people yourself. thanking me? Yeah.
would it? If you just hang out with a bunch of people exactly like you. you’ll fail. What are we talking about with social media? We’re talking.It t yBi z Social Media Social media (like blogging. it wouldn’t kill you to find people who might actually need you some day. social media is social. OK. really long time. about Twitter and Facebook. Remember the birds of a feather rule. If it was just social. primarily. and even forum participation could theoretically be called social media. there’s no hard and fast rule. socially. So when you’re out there looking to find people to hang out with. it wouldn’t be in a book about marketing. Am I contradicting myself? Oh yes I am. While social media is primarily social. but you’re going to be just as broke as you are right now. now would you? Here are some tips for social media: Primarily.. If you’re in a very specific niche. it’s not just social.. and there’s no guarantee of success and you have to work at it for a really. If you just start following or friending a bunch of people you think would be professionally advantageous. where do I sign up?) It’s also very effective. Huh? The effectiveness vs. Yikes. you don’t have to invest any money. You know. So how do you use social media to make all that money everybody’s been talking about? Well. Friend and follow professionally advantageous people. But if you do it right. That means that if you’re too strategic. (Oooh! Hours and hours and hours of involvement for what seems like precious little return. you probably wouldn’t use social media as your primary marketing activity. you’re doing it wrong. which we’ll get to) is arguably one of the most inefficient ways to market your business. Back up. efficiency debate is a big one within marketing. you’re going to have a ton of fun. and its effects can be seen no more clearly than in social media. let’s face it. Because if you had money. This is about hanging out online with people you like. If you find people who are 60 . there are other social media and social networking sites as well. Not what we’re looking for.
If I make a point of reaching out via social networking to the people who are already interested in ditching their day job and starting a business. give 10 times for every time you take. they are rewarded with my attention. Some people do great quotes. my odds of finding customers and clients goes way up. so you know if they link to something. Or answer questions. or great surveys. both on Twitter and elsewhere. When it comes to giving and receiving in social media. It’s not hard to figure out why. Clogging up the Tweetdeck of 4000 strangers while you have a 30-tweet-long conversation with somebody they don’t know is not great. “Morning. Because if you’re following Havi. it’s going to be fantastic. When you’re following 1000 people and one person is tweeting so much that nobody else gets a word in edgewise. Justify your existence in your social media sphere of choice. Some people (one of the members of the IttyBiz SpeakEasy @techherding comes to mind) have a way of aggregating the weirdest shit on the internet for you. Some people are really well known for sharing the awesome stuff in their RSS feeds. Past three or four exchanges at a time with one or two people and you should probably be on chat. If you want people to pass along 61 .. you know that person is more into monologues than dialogues. So you should be being cool and useful ten times for every time you tell people about your new blog post or announce your new sale. or provide great mini-commentaries on the goings on of the hour. Be useful. take 1. and as such. A niche wouldn’t kill you. Jonathan Fields starts out the morning saying something like. Getting into conversations with people is great. take a look to see who’s in their circle already. chances are you wouldn’t mind following me. people! Who can I help today?” Jonathan has lots and lots of friends. Or point people to really cool stuff you find. These people are providing me with value. Give 10. Or Jonathan Fields of Career Renegade fame. I don’t have to watch the news. Watch out for too much private interchange. be retweetable.. Same with Pam Slim from Escape from Cubicle Nation. filled my entire Twitter screen with their own tweets. on more than one occasion. Be entertaining. One person I follow provides up to the minute updates on anything political. You might want to do that. Or offer help. her updates are so good.It t yBi z kinda like you. I’ve unfollowed two Big Shot Social Media Gurus because they have each. If you use Twitter.
Most important. I have to leave room for 12 extra characters – “RT @ ittybiz” and a space – so I don’t want my important stuff to take more than 128 characters. Discounts. “why in hell would anybody want to do that?” If you don’t have an answer. exclusive content. 62 . People get 140 characters. Reciprocity. make it easy for them. so I’m not sure why people seem to think it’s fine in social media. Ask yourself. The biggest problem I see with the social media boom is that ittybiz marketers forget that just because we’ve taken things to a different media doesn’t mean that the conventional rules don’t apply. you’re doing it wrong. Some of the best ways to use social media in a way that actually benefits the user are to provide them with stuff they couldn’t get any other way. That is completely unacceptable in any other marketing capacity.” So especially when you’re putting stuff out that you want people to spread the word on. what do I get out of that? If you want me to add your article to my social bookmarking profile. darlings. (For me. these are all ways you can actually make it worth someone going out of their way to help you. what do I get out of that? Most of the stuff you want people to do benefits you and no-one else. leave room for that. ask what is the value to your user. first access. behind-the-scenes stuff. If you say something amazing in 138 characters. If you want me to be your fan on Facebook... people can’t retweet it because they can’t preface it with “RT @YourNameHere. what do I get out of that? If you want me to follow you on Twitter.It t yBi z your coolness.
humanity can make the difference between your customer sending you money. where a static site does not. you can showcase your writing. blogging is highly. The biggest blogging mistake. I talk about this a lot more in SEO School. Maybe we’re not at the point in our lives or our businesses where we need what you’re offering. Maybe whatever you’re offering isn’t a big priority. highly. And with competition being as heavy as it is. We find you – your website. Your blog reminds people you exist. But life happens. you can show people you know what the hell you’re talking about. you really need to blog. If you are a consultant. So if you’re in a business that relies on search engines for customers. highly. Google looks at a blog and says. But done right. Your blog makes a great free sample. “this site changes a lot so I’ll stop by more often”. highly. Your blog can make you human. Maybe we don’t have the money right now. highly overrated. At the same time. If you’re a writer. the return on investment is pitiful. your offering. What you need to know is that a blog updates frequently. and when the only resource you have is time. your blog can add a human element to your business.It t yBi z Blogging As a marketing activity. We get busy. and the runner up The biggest mistake I see ittybiz owners make with their blogs is putting all of 63 . it’s not a bad way to go. you can show how you’ve created really cool textiles for your customers. it has its pluses. Your blog is a way to quietly remind us that you exist and that you’re still doing your cool thing that we might want one day. If you’re a custom textile artist. You don’t have to be as human as I am and tell people about the time you hid in the kitchen and peed in a juice pitcher. Blogging for business has four main benefits: Blogs are great for SEO. For most businesses. so I won’t waste your time with it here. and sending the other guy money. your product — and we think you’re really cool.
64 . and none into actually making and selling cool stuff. the funny story behind your latest product release. Be a person. Remember. and calling a special meeting of your Toastmasters group and letting them all know that you’ll be giving away free cookies.It t yBi z their energy into the free samples.) The second biggest mistake is not taking advantage of the opportunity to make your blog personal. you’re actively doing stuff to get them to COME to the cookie store. Blogging business owners spend so much energy creating amazing free content that they don’t have any brain space left for products and services. a question you got from a customer. the business comes first. you can always use your blog as a platform to subtly showcase your offerings. And then still not having any cookies for sale. second. The blog comes fourth. Client case studies. in fact. Those are all ways you can keep up the free while still putting your focus on the fact that this thing you do with your best 12 hours of your day is not. but not having any for sale. This is on par with standing outside a cookie store. Even if it’s simply a personal opinion or the inclusion of a personal story to illustrate a point. Or they create an atmosphere of free content that precludes paid content. giving a sample cookie to everyone who walks by. (If you’re totally obsessed with giving stuff away and can’t wrap your head around focusing on paid stuff. not just a spokesperson. With your blog. You don’t have to talk about your kid being kicked out of kindergarten for spitting on the teacher – although you might want to – but you have to add some kind of a personal element. So it’s really like calling every radio station and newspaper in the tri-state area. Or they create such a relationship with their blog readers that they end up feeling uncomfortable actually selling stuff. Except it’s kind of worse than that. a charity. because the person standing outside the cookie store is simply standing outside the cookie store. and third. calling every friend and loved one.
100 WAYS TO GET PEOPLE TO BUY YOUR SHIT INSTEAD OF SOMEONE ELSE’S SHIT PART 3: .
Make friends. Be open about what you’re good at and what you’re not. how you offer it. Duracell batteries are durable. Cattle ranchers spit all the time. 7.It t yBi z 1. People freak out about deadlines because they didn’t plan all the little steps that led up to the big one. If you plan it and give it a timeline. the tone of your emails. or embarrassing thing about you. Your website is the place you’re going to be directing a ton of your customers. Be a real person. Plan it into your calendar for the day. maybe two. business cards. and make it brazenly clear that your business is all about NOT doing that thing that they hate. Writers always miss deadlines. Ittybiz is for little businesses. 6. personal. maybe four. Don’t shirk on the things that are going to drive where your business goes. what you offer. If you don’t find the time to do your marketing. 5. If your customer doesn’t know at least one silly. 3. get out a calendar and plot out when you’re going to do each piece of that ploy. Craftsmen tools are for craftsmen. Let them see your weak side. Every industry has some major frustration. You get the idea. and seriously work during that time. They know that your 66 . It’s hard to get anywhere with marketing if you don’t know what you want to do. then you’re not a real person to them yet. Name your business something that tells people what you do. Make a plan. Use a calendar. Figure out what your customers hate. Then go through the list and figure out three things you can start doing right now. Spend money on them. When you decide you want to do a big marketing ploy. Schedule time for marketing. Your brand should be obvious in every single piece of your ittybiz: website design. Make a list of all the ideas you have about marketing your ittybiz. Spend your money in the right places. 4. Put your brand front and center. it won’t get done. An hour. 2. depending on where your ittybiz is right now. Find out the thing they hate in your competitors. it’s a lot more likely to happen. Your business cards are going to be the only physical reminder of your presence at any event you attend. 8. Spend money on it.
Sure. Whatever it is. Make it the consistent voice for everything you do. so go ahead and let them know you hate pineapple. Get a designer who can translate your brand into an image. 14. Now I know. A lot of designers out there are all too willing to listen to clients who say. Tell your customers why the improvement means good things for them. Know your market. Get a website. Don’t fuck around. 10. you’re screwed.” If you refer to them that way in your copy. but targeting a market slightly smaller and more specific is nearly always better for your ittybiz. New and improved means I get a closer shave so girls want to make out with me? Great. You may be afraid to narrow your prospects. 13. don’t include a puppy in your website header just because you like puppies. because your customers will expect to hear it when they meet you or talk to you on the phone. Yours might be soothing. Make your design match your brand and make every part of it count. no matter what kind of business you run. Or snappy and quick. “I like red. There are also hundreds of thousands of single mothers with toddler age children. If you really think your product or service is valuable. 15. Give a damn.” isn’t going to cut it. 11. there are millions of single mothers out there. pick one and stick with it. “New and improved. Pick a language for your materials. Now. Not having one is a huge mistake. Can you handle hundreds of thousands of clients? No? Then you’re probably safe with a smaller niche. Mine involves a lot of cursing. Pick something that comes naturally to you.It t yBi z strong side is the business you’re running. not features. 16. Seriously. Figure out what your market likes to hear and what it doesn’t like. Tell them who you’re talking to and what you want them to think of your ittybiz.” Don’t give them colors. It’ll make them like you more. Or professorial and informed. 67 . Every part of your marketing design should have a purpose. If you sell custom woodworking. Get a niche. 9. 12. Fact: old people don’t like to be called “old people. Talk benefits. Find a designer who can translate what you want your customers to think into a solid design.
Talk to the customers you already have and find out whether they like humor or whether it would turn them off. or whether you’d think it was worth reading. neither will your customers. 23. Take a conversational tone and tell them what’s up with your ittybiz. 21. 22.It t yBi z so will your customers. “people like you. You’ll write better marketing copy that way. Make a limit for each piece of communication and force yourself to say what you have to say in that space. Maximize your home page. 19. Pretend you’re writing to someone you know. cracking wise may not be what your customers want. Clean up your writing. Write less. Be enthusiastic and your customers will be. too. My customer base is ittybizzes freaking out about how to market their business. Too many emails and websites sound like sales. Get comfortable with being one-on-one in communications. Don’t waste people’s time. Talk to “you. Talk like a normal person. don’t say things like. 17. Customers aren’t going to hang around all day while you get to your point. someone you like. Get someone to do your writing for you or take the effort to make sure every piece of communication is perfect before you send it. Spelling mistakes. Ask yourself whether you would be annoyed by getting this information.” You can also use the word “I” if you’re a single-person business. Poor writing may have nothing to do with how good of a chef you are. Figure out when it’s smart to be funny. Talk directly to one person. If you’re a counselor specializing in depression. Tell them right 68 . 20.” When you write your customers. Acting as though you’re not sure whether they should buy it will get you nowhere. Or maybe it is. Read over your website. If you wouldn’t like it. grammatical errors. run-on sentences – all of this makes you look like you don’t know what you’re doing. Customers will like you more. They need a good laugh. 18. Become your own guinea pig.” People like me hate that. and feel free to use the word “you. but it will still reflect poorly on you and your business. Read your emails.
People buy stuff for other people they wouldn’t buy for themselves. Tell them what to do. A really excited previous customer touting your awesomeness on your home page can convince a skeptical newbie that you’re not going to fuck them over. email is your friend. People are used to doing this for products. And Twitter account. Put it on your website. A blog is good for creating interest and establishing credibility.It t yBi z at the top who you are and what you do. make a prominent button for it so it’s easy to click on. People are more likely to get in touch with you if they can pick their favorite way to talk. Make it easy for them. and put them other places besides your testimonials page. Offer gift certificates. 24. Most people will do what you tell them to do. Tell them why they should click on it. Only use the most enthusiastic ones. 26. your business cards. tell them what they should buy.” 30. 28. Know the limits of your blog. “Have a friend who’s starting a business? Give them two hours of consulting to help them along. but you might have to give a bit of a nudge for service customers. 27. Eliminate that fear by 69 . Be guaranteed. You’ll reach more of your contacts by sending them an email than by writing up a blog post and hoping everyone happens to read that one. We’re all zombies at heart. And phone number. Punch up your testimonials. Make sure your navigation is well-organized and that you have a working search engine so your customers never leave frustrated. too. and all your communication. Tell them what article to look at next on your blog post. 29. Tell your customers they’ll get their money back if they don’t like your product or service. Give people your email. If there’s something you really want them to check out. Most of your customers are just dying for direction. Product-based ittybizzes run into problems when customers can’t find what they’re looking for. 25. Make your online store easy to navigate. All of it. tell them what to click on to contact you. When it comes to promoting. A lot of why customers don’t buy is fear that they won’t like what they got.
offer samples at the door. Many ittybiz owners put a picture of themselves to help their customers feel like they really know them. If you’re promoting an ebook that you’ll sell indefinitely. Get superficial. Sample. you will have confused them. 33. and provide a good product or service so you never have to make good on that promise. you’re going to confuse your customers. Get paid. not everything. LinkedIn. 34. Customers like to pay in different ways. 12 hours .It t yBi z guaranteeing your stuff. one day. Send your customers a small sample of a product you provide. facebook. Your picture is just as much a part of your brand as your website. but now that they know they do. customers are more likely to buy something that costs $99 than something that costs $49. Make it easy for them to pay for your services and they’ll be more likely to buy what you’re selling. . you may lose yourself customers. 35. Experiment with pricing. 37. Customers hate being confused. If you have an actual storefront. . Close. 36. do it without complaint. If you have to. Put a solid time limit on it and make sure everyone knows that the price goes up in two days. If customers see one thing at your Twitter page and something completely different on your website. Helps to have a face to put with the voice. they’re more likely to try new things. Brand everything you own. Well. 31. and any other online tools you use are consistent with your online brand. up and down. If you accept PayPal but not personal checks. though. offer a special price to people who buy it in the first week it comes out. 32. Change up your pricing. but does it communicate who you are and what you do? If your image online is laid-back and easygoing and your picture looks like a prim office secretary. When people see samples. In some cases. Get your customers’ email addresses. Offer discounts. they’ll plunk down cash to get more of it. and see what it does to your sales. Make sure that your Twitter page. There are tons of people who 70 . They wouldn’t be willing to spend money to find out if they liked it. That’s great. though. Offer a free initial consult.
no matter how fancy it is. 43. Headlines are freakin’ important. No one wants to read Old English Text. and with a solid benefit. The best headlines are short. doesn’t it kind of irritate you? Especially since you’re wondering how the hell they got ahold of your email address – maybe you forgot. Use teasers to get them to click forward. where tone of voice can save a ton of words. Just because you would say it out loud doesn’t mean it’s going to sound right in an email. you’re losing your mind. you have to be careful you aren’t coming off as terse. If you can’t write a headline that makes your customer interested enough to read the rest of what you have to say. It makes them more excited to buy. All your email contacts should be people who have opted-in to receive mail from you. but make sure what they find at the other end is relevant. you’re screwed. Make your emails and blog posts easy to read. Fuck. When you get email from someone you don’t even know about their new product or service. Anticipation is good for them. Don’t let them forget about you. Many ittybiz owners are used to communicating on the phone. Email the people who volunteered to get email from you. Lots of paragraph spacing. 40. 39. 71 . 38. Get them to give you their email address – offer a free consult. Know how you sound in an email. The Martians are here. they’re not. In emails. 41. a newsletter. Keep them in the loop. to the point. Be bold and be truthful. insider info – and stay on their radar with regular emails. your customers are going to forget you exist by the time it rolls around. and an easy-toread font. Forget about email lists. No. 42. but who might buy from you one day if they don’t forget about you entirely. but writing a line that stops people in their tracks is a good way to get them to click on a link.It t yBi z visit your site and never send you an email or comment on your blog. If you start your promotion two months in advance. Send emails letting them know it’s getting closer and closer. big headers that describe what’s going to follow. Don’t be the guy who made you think you were losing your mind.
You know that personalized responses are important. If you send out an email to promote something new. Make a template email that answers the question. 48.” 50. Everyone wins. 47. If a customer complains. If a client asks you for a quote. Go browse around his website or check out his industry. You’ve saved time. Repeat yourself. Be nice and helpful. don’t just give him your standard rate for what he’s asking for. even if your quote is higher. You see how I used a number in that last tip? People love that. and then jazz it up. Add a line or two that lets the customer know it’s just for them. A personalized quote will trump a canned response any day. Bite-sized pieces go down easier. Use benefits in your email subject line. People are impressed by numbers and statistics because most of us are afraid of them. 49. Ever notice how songs that get stuck in your head are ones with a repeating chorus? Get stuck in your customers’ heads. tell them so all the time. Cheat on simple email responses. Customers forget things. You probably have half a dozen questions that people ask you all the time. they’re not going to think twice about another one that happens to also 72 . 45. 46. Use numbers.It t yBi z 44. they’re going to freak out. Respond faster. and use what you learn in your response. conversational emails. If you have a promotion or new product or service you really need them to pay attention to in a short time frame. Be likeable in your emails. so you’re spending all your time drafting new emails from scratch. Half the time the customer will forget that they were pissed and settle down to figure out the problem with you. don’t get snippy in return. and this is the first piece of email your customers have seen from you in months. Nuh-uh. even if they’re being stupid. they feel appreciated. 51. If they’re used to hearing from you every few weeks or so with nice. A lot. Not just “Newsletter” but “8 Ways to Become Rich so You Can Stop Buying Generic Cat Food. The first guy who responds to an email is most likely to get the business. Do your research.
Ask questions in your copy. even if it’s in their own heads. because they like the way you think. Because after all those cool emails. take note of the stuff you hated about that company’s service. The same goes here. They’ll also be more likely to buy it. When you buy a product or service. 52. 57. What are you going to do if you run into a potentially huge new client at the dog park with no business card? Cry into your soup that night.It t yBi z be promoting something. they’ll be inclined to trust you. Don’t be afraid of complaints. Send an email a week after they bought that says. Learn from other companies’ mistakes. that’s what. you’ll clean it up and burn lilac-scented candles in that room until they never knew it happened. Learn from other companies’ good moves. Follow up on other people’s feedback. Seriously. everywhere. they like you. “We’ve received a lot of customer response requesting [a followup course/a video tutorial/a matching hat]. If it pissed you off. This is true even if the question is in an email or a blog post or on your website. They should be more important than your house keys.. 56. That customer knows when the shit hits the fan. 53.. Since this is the first time we’ve offered a matching hat. we’re offering it to existing buyers at a 30% discount. You think like them.” 54. Were they slow in responding? Did the packaging tell your neighbors you bought an item from a sex toy shop? Whatever they did wrong. Complaints are actually good. We can’t help it. 55. If you have the same answer. But it’s good in that 95% of people who get their complaint resolved satisfactorily buy from that same business again. If you’re interested. They will answer it. People are pre-programmed to respond to a direct question. Remember the service provider who followed up on your purchase to ask how it was working out? The car mechanic who took the time to explain exactly what was wrong without acting all superior at you? You probably have at least three businesses who will never lose you as 73 . That’s a loyal customer. except for the part where someone didn’t like something you did. Bring business cards everywhere. Never leave home without a couple cards. it’ll piss your customers off too. make doubly sure you never do it.
and they don’t want to do business with people who don’t know the difference between good and shitty. establishes your expertise. The more people who know who you are and what you do. 64. If you like a blog or a product or a service. and do it yourself. 59. Host a contest. Contests make for tons of visibility. 58. Give them a compelling story and they’ll buy anything you’re selling. 60. makes it easy for them to forward it to other people. tell the owner so. Everyone likes getting free promotional stuff. Or jump on the bandwagon at someone else’s contest by offering your product or service as one of the prizes. shows them you like them and want them to get information they need. It gives your customers a reason to hand over their email address. it’s easy. In press releases. and it costs you pretty much nothing. Talk to people. Send a press release well in advance of a new promotion or service and catch the eye of tons of people who aren’t online. No one likes getting shitty promotional stuff. Send a press release. websites. emails. Figure out what they’re doing right. people like to be told stories. 61. A lot of ittybizzes neglect the local media because they think they’re not important enough to be mentioned. Honesty makes for loyalty. promotional materials. Write a newsletter. and anything else you’re writing. Start a newsletter already. Tell a good story. 62. Be honest. keeps you in touch with them. That guy will be so grateful you didn’t waste his time and money that he’ll be back when he does need what you do. 63. be upfront about it.It t yBi z a customer because you love the way they treat you. Make sure your shwag is good shwag. Find a good angle and any local newspaper worth its salt will cover it. the more chances one of them will either hire you themselves or know 74 . it’s not good enough shwag. If you wouldn’t give it as a present to a friend of yours. drop them an line and tell them it’s great. If you get a new potential customer who you don’t really think you can help for whatever reason. Explain what you do provide and what you don’t and why you think that customer might not get what he needs from you. If you see a website you like.
like your local business leads group. How much more likely are you to open an envelope with a handwritten address than a printed one? What about with a real stamp instead of a metered mail automated thingy? Think about what would make you want to open a piece of mail and use it when you’re sending stuff out. 69. Send a letter. Don’t forget that your customers are actually walking around out there without their computers. No one wants to hang out with the pressuring sales dude. “Wow. talk about the food. 65. If you sell clothes. 66. There are a ton of ways to get business drummed up without using the internet. Become an expert by speaking at an event. a meetup. It doesn’t even have to be a strictly related topic. make it open-worthy. Don’t get stuck online. They’ll read your kick-ass home page and think. Online or offline. Customers won’t know what you want them to do unless you tell them. If you’re going to mail stuff. It can be a little one.It t yBi z someone who needs what you do. 68. talk about running a small business. Anything where lots of people get together regularly and hang out. or hang out at local hotspots and meetups. 67. Join online forums and blog networks. Crack jokes. Those people will get to know you and like you. that’s great stuff. A club. Put a call to action on everything. “You should hire me to do this great stuff. and they’ll be willing to spread the love around to people they know. Talk to people like a real human being. Get over your fear of public speaking. a leads group.” and then go wander away again unless you tell them. Give out free shwag to potential customers. Be a fun person at a networking event.” 70. listen to stories. 75 . Become well-known among one particular group of people and talk with them all the time about what you’re up to. Everyone wants to hang out with the fun person. tell stories. 71. Cold call. Come up with a good topic and put yourself in front of a bunch of people who all need what you do. and that you may be missing out on ways to get in front of them. doesn’t matter. Build a community. You can do that by clicking here. Join an organization.
So will the guy you referred them to. Know who your customers are. Customers trust you when all their communication with you has meant good things for them. and start sending business back and forth between you. If you’re a designer. 73. If you make comfy knitted hats. Don’t make every communication with your customers into a sales pitch. Ask pretty much everyone you know if they happen to be aware of someone who needs your services. Pretty packaging makes people feel like they got something indulgent. 75. 74. find someone who makes really cool scarves. Pretty stationary is better than a form letter. Ask the woman you buy flowers from. Ask your dentist. Ask for referrals. Trusting customers are the ones who’ll buy what you’re selling. and tell them where you got their information. offer free newsletters or ebooks. Find a company that does something that’s complimentary to your ittybiz. make sure the packaging is nice. 76. If you send out your products to people. and your customer will 76 . either. Underpromise. Tell your customers you’ll deliver a day later than you think you’ll be ready. Sadly. Show up where they hang out and provide a solution to what they need and you’ll have new customers. 77. but isn’t the same thing. Give them handy information in your blog. Follow up.It t yBi z 72. This is also true if you sell a service and you’re following up on customers. Deliver it early. Chances are you both have a lot of customers who would be interested in the other guy’s stuff. and make a good portion of the emails you send out completely free of promotional material except for a quick “here’s how to hire me” line at the bottom. Make friends with that guy. Tell your clients about other people who are worth working with. Write down those names. overdeliver. you might be looking for a marketing guy. Ask your mom. And he might send you a little business in exchange. Have a nice package. Find a partner. 78. Promote other people. especially if they mention they’re looking for someone. even if what you sell is beef jerky. your customers do other stuff with their day besides buying your shit. Investigate where your customers hang out and what they’re worried about. Your customers will like you more. Build trust. Don’t just ask your customers.
Get your customers all emotional about you. If it didn’t get you as many customers as the last thing you tried. My masseuse casually offers me a ginger chocolate at the end of every session. Does it mean I get a better massage? No. If a potential customer gets lost in a sea of spam. Reward your customers. Ignoring your customers is seriously bad form to begin with. Chances are good you’ll see that customer again if you’re the nice guy. We all have stuff about running our ittybiz that we can’t stand. Organize your email. Giving them candy always works. Ask them to get involved in your beta programs. Most people have all their email in a huge slurry they have to sort through every time they want to find something. 82. 83. pay attention to how many new responses or customers it gets you. Don’t waste your time. If a customer decides not to work with you. Responding to emails. If it’s something you’re putting off to the point that it actually affects how good an ittybiz you’re running. It does mean that I’ll never have another masseuse ever. There are more bad businesses out there than pigeons. 81. Be gracious. Be a good reject. When you try a new marketing strategy. that means you didn’t get 77 .It t yBi z be thrilled. Pay attention to feedback and acknowledge it. 85. 79. Send them a little extra something. thank them for their time. Whatever. don’t be an asshole about it. and offer to help out should they change their mind in the future. Find a qualified person to do it for you. Don’t do shit that doesn’t work. Outsource it. Outsource stuff you hate. Doing our accounting. then it’s costing you money. but ignoring a piece of information that might prevent other customers from doing business with you? That’s just stupid. Let them be the first to know when you’re about to do a big promotion. 84. You’ll wind up paying them way less than you’re losing by not having that thing done effectively. 80. drop it. Figure out some small extra thing you can give your clients that shows you really care about them and thought about what would make them feel good.
91. Do you have a business line with a voicemail that doesn’t include your kid leaving the message? Do you have an 800 number for people who are calling internationally? If the reason you don’t let your customers get in touch with you on the phone is something you can fix. There’s no reason to lose a client because you totally forgot a deadline. Make folders for new customers. Clear out links to people you don’t want to link to anymore. A lot of people still use the phone to communicate more than anything else. they like to get them more quickly than 78 . Have folders that separate people who you collaborate with from people who buy stuff from you. there’s probably some stuff on it that’s completely obsolete. Old information makes for frustrated customers. Use an auto-responder. Clean up your website. Fix your phone problems. new prospective partners. project management tools. Use programs to help you keep track of everything. There are reminder tools. etc. 86. you probably have stacks of paper everywhere. Organize your contacts. Organize your online tools. and everything else you can think of. Don’t get lazy. and any information that’s just flat wrong at this point. so the next time you’re looking for that dude whose name you can’t remember who wanted to buy a copper frog doorknocker. That sucks. you can track him down. any services or promotions you no longer offer. 89. That paper you’ll file later is going to be the thing you need in three days and can’t find to save yourself. calendar tools. Do it every month. Actually. If you haven’t updated your website in the last six months. and frustrated customers are never in a buying mood. then fix it. Keep your business space neat and make sure you can always lay your hands on just what you need. Customers like to get responses as quickly as humanly possible. Organize your offline tools. 87. Use a contact system that lets you take notes on each person.It t yBi z that customer. You’ll lose track of fewer people. 90. Just find a system that works for you and stick with it. 88. Know which of your customers like which things. Even if your online system is completely organized. customers that need follow-ups.
not your competition. Which is why auto-responders that let them know you received the email and will write them personally in just a moment are handy. too. 95. and since that’s where potential customers are going to be directed when they see you’re part of the contest prize. Market in order. you don’t need to tell them why your new product is great. you just lost a whole bunch of effort you put into that marketing scheme. If you sell juicers. You need to convince the guys who aren’t sure. And any other important dates. 93.It t yBi z humanly possible. Unfortunately. Be that enjoyable person who just happens to know how to fix your problem. or have never bought anything. Don’t waste time on easy sells. 92. Choose complimentary services. it might be worth investing in a small ad on that site. Salespeople are annoying. Put your energy into communicating why this new thing is great for those uncertain guys. 96. Keeping anyone waiting for a week sucks. Figure out what happens next when it comes to this particular marketing strategy. Talk to your clients like they know what’s up. your website sucks. 79 . but is pretty savvy in general. Place ads in the right places. Christmas. Good for you. Remember the holidays. If your customers are all hanging out on one particular website. 97. You just collaborated with a really popular business to provide some of your services as a prize in their contest. Mother’s Day. If you have a wide customer base that already loves you. Use an auto-responder when you go on vacation. go put an ad on the website of a guy who delivers fresh produce. the ones who have only bought one thing from you. the first day of spring – any and every excuse for a promotion. Remember that when you’re writing promotional stuff. Talk to them like you would a friend of yours who doesn’t happen to be in your industry. Only 30% of people around the world think that advertising respects their intelligence. Stop selling. People who can explain how to fix your problem are helpful. Don’t talk down to your customers. 94.
If you buy the brand of Kool-Aid you’re selling. 100. your website hosting can’t handle all the new traffic. You may not have had any customers complain that you’re terse in your emails. Figure out what your backup plan is way before you need it. but if you’ve had several email exchanges go awry when customers thought you were upset with them. so will other people. 99. even if it’s not a separate piece of communication. your product provider completely fails at delivering on time. For when your network crashes. If you sound like you’re sure nothing else in the world would be a better idea than buying something from your ittybiz. Have emergency assistance available. Your customers will give you feedback on what is and isn’t working. your customers will be too. your customers will believe you.It t yBi z 98. you should take that as a hint to work on your email etiquette. If you sound uncertain. Be confident. Listen. You’ll fix it way faster and you’ll drink less. 80 .
as well as when new products come out and when you can get consulting with me for cheap. Well done. (My mom always laughs at me for reading the back of a novel first. give yourself a pat on the back.) If you get marketing now. either that or you skipped to the end. Who’s laughing now. what next? Well. Much To The Delight Of The Internet Marketing Community As A Whole!” 4. but you feel like a Very Bad Person And Also A Total Fucking Sellout when it comes to actually doing it.) You can sign up for my Advance Discount List to find out when these and other fine products go on sale.) If you feel you’re ready for some advanced marketing classes – and especially the more tactical ones – you can go sign up to be notified when Marketing For Nice People opens up again. you can head on over to HaviAndNaomi.It t yBi z OK. you. And I didn’t have to be heartbroken. 81 .) You can just get yourself a drink. 3. you’ve got a few options: 1. It covers topics like “Help! I Feel Like A Sham!” and “Help! What If I Fail?” and “Havi and Naomi Sling Mud At Each Other For 10 Hours Or So.) You can become a marketing consultant. It’s a six-class home study course covering all the actual stuff to do for a whole whack o’ areas of your biz. 5. That’s the avenue I’d personally recommend. because I knew ahead of time. Well. may I add – and I read the back first and they killed the protagonist. I was reading a very popular women’s fiction book – about knitting. Always has. What next? Congratulations. There’s a lot of money in telling people what to do. Mom?) Anyway.com and pick up Self-Promotion For Wimps. Then the other day. and congratulate yourself for reading an entire book on marketing without hyperventilating. We’re done. You made it. 2.
It t yBi z © Naomi Dunford 2009 a StickyEbooks production 82 .
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