Monthly Archives: August 2011

All About Marketing – A Simple Marketing Strategy That works

A couple of days ago I visited my local Safeway and I noticed something new.  They had pulled much of their produce outside the store to the front entrance, along with some of their cut flowers, and they called it their outdoor market.

Although this was a small change, it gave the entrance to the store a new feel.  The flowers and produce were bright and pretty – a welcome change over the usual brick and pavement I normally saw when I entered the store.  It was such a small thing but it brightened my mood and helped to make my shopping trip more pleasant.

This small change cost Safeway nothing to implement and it was easy to do.  In the future, they might add on to this idea.  They might start their “outdoor” market in May or June rather than the end of September.  And, they might add additional products for the season to their produce and flowers.  They could even bring in some outside vendors – one each week, or several in one week to make it a real event – to draw people into their store.

While many people might not see this simple idea as a marketing strategy, that’s exactly what it is – and you can use it too!  You may not have a store front, but you have countless things you can spruce up to make doing business with you more inviting.  It might be a booklet cover that needs some refreshing after a few years, or it might be a few simple tweaks to your website to make it more user friendly or more attractive.  It could be your text needs some updating – either in the information provided or the font itself.  Or, maybe you will come up with a new policy in your customers’ favor, or implement a new way of communicating with them.

Take a look at your entire business and ask yourself where you can make a change that will impact your audience in a positive way.  It doesn’t need to be an expensive change or a complete overhaul of your business.  Making little changes will get the attention of your audience.  They’ll notice you or your booklet, and they’ll want to continue to do business with you based on their positive experience.

To your riches!

Kim Hillman

PS:  Are you ready to begin your own booklet adventure?  Click here!

PPS:  Remember, it only takes ONE idea to start the riches flowing to you.  Subscribe to this blog now!  Click here!

All About Marketing – The Most Expensive Marketing Mistake You Could Ever Make

Have you ever thought about hiring someone to do your marketing for you?  After all, that’s what top companies do, right?  They hire a marketer or marketing firm to get sales for them.  So, why can’t you?  Well, you could do it, but it just might be the most expensive mistake you’ll ever make.

Got Millions?

Why shouldn’t you hire someone to handle your marketing?  The first reason is the most obvious – cost.  A good marketer who knows their stuff is very expensive.  You could expect to pay in the millions for a single marketing campaign.  Why do they charge so much?  Because they are the ones with the A-list clients and all the awards.

Of course, you could find a marketer who would charge you less, but the only difference would be that you would be throwing away less money than if you hired one of the top marketers in the country.

The Truth About Marketers

While the top marketers get results SOME of the time, they don’t get results ALL of the time – results being high volume sales.  It’s really hit and miss.  When they don’t, those big name companies who paid them millions of dollars are out their money.

The big names in marketing tend to be those who put together the flashiest presentations and take home all the awards.  They may impress alot of people with their talent for creating the funniest Superbowl ad, but they often fail where it counts – getting results.

The smaller names in marketing, however, aren’t much better.  They can’t guarantee results any more than the big guys can, and they have less expertise to back them up.

Another thing to consider is that whether a marketer is a big name in the industry or not, they have more than one product to market.  Their time is split by how many accounts they have at any given time, and chances are the accounts that are likely to make them the most money will be the ones that get the most attention.  So, unless you’re a well known, big name, celebrity author, your book or booklet would be pushed to the bottom of the heap.

Book Marketers

There are book marketers out there who specialize in books, but this is also a mistake.  These people make their living by marketing other people’s books, and it’s a rare book (or booklet) that can give them their bread and butter in one fell swoop.  It takes many books for these companies to stay afloat, which means that although they might do their best to sell your book or booklet, they will have to split their time between your book or booklet, and those of their other clients just as other marketers must split their time between all of their clients.

Often what these book marketers will do is create a catalog and include your book or booklet.  Then, they will send this catalog out to every Tom, Dick and Harry on their list and hope for a hit.  This is basically blind marketing because they haven’t matched your product with any particular group or audience.  They’ve simply sent out a catalog to their list, and they know that a certain percentage from their list will buy something, but whether or not that something is your book or booklet doesn’t matter to them.  They’ve already collected their fee from you to include your book in their catalog.  They’ve held up what they promised.  If your book sells, great.  If not, they’ll do their best to convince you to give it another try, and they will gladly accept another fee from you when you do.

The Best Marketer For Your Booklet

The absolute best person to market your booklet is YOU.  Nobody knows your booklet like you do.  You are the one with the passion.  You are the one with the expertise in your subject.  You don’t need a marketing degree to sell that.  All you need is the desire to see your booklet get into the hands of those you wrote it for.

Marketing isn’t about winning awards for great Superbowl ads or paying to have your booklet included in a catalog that goes to a cross section of some untargeted list of names.  Marketing is about you, and your booklet and your audience – your market.  It’s about helping the people who need your information, and you can do that without spending a dime on some guy in a suit who is better at taking your money from you than he is at bringing the money to you.

To your riches!

Kim Hillman

PS:  Are you ready to write that best selling booklet?  Would you like to do it right the first time?  Click here!

PPS:  Remember, it only takes ONE idea to start the riches flowing to you!  Subscribe to this blog now.  Click here!

 

 

All About Marketing – A Vital Piece Of Your Marketing Strategy

In my last post I discussed how important it is to have a cover that speaks to your audience.  It should draw them in and generate interest.  But, once they’re interested and they’ve read the title, what will they do next?

Where The Sale Takes Place

While some people will open the booklet and thumb through it, many will turn it over and see what’s on the back.  They expect to find more information on the back cover, and you should not disappoint them.  Even those who thumb through the booklet will usually look at the back cover when they have satisified their curiosity.

Your back cover copy is really where the sale takes place.  Your goal is to use this space to your utmost advantage and really sell what you’ve got.  This doesn’t mean using pushy language or a bunch of cute cliche’s.  It means laying it on the line and letting your potential reader or buyer know exactly why they need this information, what it can do for them, and why they should buy it from you.

If your back cover copy is on target, your potential reader or buyer will do one of two things.  They will either buy your booklet, or they will open it and look inside if they haven’t already done so.  Most of the time, if they look inside the booklet and they see that the information inside matches what the back cover copy says about the booklet, they will buy.

How To Delight Your Readers

Your back cover copy should always be honest, and you should always do your best to deliver more than you promise.  When you do you will delight your readers.

People buy things because they feel that what they are purchasing is worth more to them than the money they are spending on the purchase.  They should feel good about buying your booklet.  They should feel that it is a worthwhile investment of their time and money.

There is an entire psychology behind why people buy the things they do and it’s too much to go into in a single blog post, but everyone likes to believe they’ve made a good decision when they buy something.  When you deliver more than you promise, it confirms for your readers that their decision to purchase from you was a good one, because it shows them that you care about them.

Write It Once, Use It Again And Again

Are you planning to sell booklets online only?  You will still need to craft good back cover copy for two reasons.  First, because you can use that copy on your website’s sales page even if you’re not selling hard copies,  and second because once a purchase has been made you never know who else beside the original purchaser will see the booklet.

Your back cover copy can do double duty between hard copies and copies sold in a PDF format.  The best part is you only have to write it once, but you can include it in any sales piece you want to – whether it’s a sales page on a website or a sales letter you’re sending to a potential quantity buyer.

Your back cover copy is a vital piece of your marketing strategy.  Craft it well and it will bring you sales!

To your riches!

Kim Hillman

PS:  Would you like to learn more about creating your booklet’s cover so that it will sell?  Click here.

PPS:  Remember, it only takes ONE idea to start the riches flowing to you!  Subscribe to this blog now.  Click here!

All About Marketing – How To Create A Cover That Sells

In my last post I talked about your booklet’s title and how important it is because it’s the first words people will read about your booklet.  But, there is something else that is, in my opinion, equally important – that is the overall look of your cover.

Peak Their Curiosity

While your title is the first thing people read about your booklet, your cover is the first thing people see.  They will see your cover before they read your title.  You cover will either draw them in or it will repel them and cause them to look elsewhere for what they need.  You need a cover that will peak a little curiosity and interest in your audience.

Booklet covers are typically not as fancy as book covers, but they should not be plain or uninteresting either.  If you’re on a tight budget, a single color cover, done right, can be very effective.  If you can spare a little more change, you might go for a two color cover.    And of course, if you have the means, a full color cover is nice too – but it isn’t necessary to making a sale and you don’t need to spend the extra money unless you want to.

Photos And Artwork

Photos can dress up a cover like nobody’s business, but if you’re using color, that means using full color.  Anything else just won’t look right with one exception – black and white.  A black and white cover, if done right, can be striking and grab attention because most book and booklet covers are in color.  This is one way to get yours to stand out from the rest.  It’s also an inexpensive way to get a photo on your cover.

If the idea of a black and white cover doesn’t appeal to you and you don’t have the funds for full color, another idea is to use artwork on your cover.  Artwork can range from sketches and drawings to computer generated art to simple clip art.  With artwork, you won’t need a full color cover.  You can use a single color and it will look good.

Your cover represents y0ur booklet, your company, and you as an author and professional.  It should look professional and it should represent the content of your booklet.  Give your cover some serious thought before you go to print, and make sure it will grab the attention of your audience.  If your cover doesn’t do its job, your title can’t do it’s job either.

To Your Riches!

Kim Hillman

PS:  Would you like to know more about how to create a cover that sells?  Would you like some ideas for writing the perfect title?  Click here!

PPS:  Remember, it only takes ONE idea to start the riches flowing to you.  Subscribe to this blog now!  Click here!

 

All About Marketing – How To Get Your Booklet To Sell Itself

Do you fear marketing because you think you will have to do all the talking?  Do you think you will need to convince someone to buy your booklet?  Nothing could be further from the truth!  In fact, if you do it right, you won’t have to say a word!

That’s because your title should do the talking for you – or at least most of it.  Your title is  the most important writing you will do for your booklet.  It’s the first thing people will read.

Many authors try to write cute sounding titles or clever titles, but this is usually a mistake.  Instead, you need a title that will speak to your audience and pull them in.  Your title needs to tell them why this particular booklet is for them, and it should at least get them to investigate the booklet further if it doesn’t get them to buy.

Writing a good title takes a little practice, but basically there are two things you need to keep in mind.  First, who is your booklet for, and second, what’s in it for them?  If you can answer these two questions, you can write a good title.

A booklet with a well written title will practically sell itself.  Your audience won’t be able to help picking up the booklet and thumbing through it, and if the information inside is worth more to them than the price of the booklet they’ll buy it.

Don’t waste your time trying to be cute or clever with your title.  Just tell your audience it’s for them and why (what’s inside), and you’ll have a winner every time!

To your riches!

Kim Hillman

PS:  Are you ready to write your first booklet?  Would you like to do it right the first time?  Click here.

PPS:  Don’t forget, it only takes ONE idea to start the riches flowing to you!  Subscribe to this blog now.  Click here!

 

 

All About Marketing – The Killer That Wants To Slay Your Income And How You Can Stop Him Cold

Are you afraid of the marketing process?  So many people are.  There are people who have worked in dead end jobs for years in order to avoid it – people who have good ideas for products or services that might have a real chance at success if only they could get past their fear.

Fear is a killer.  He will slay your enthusiasm, your drive and ultimately your business and your income.  Coming up with ideas and turning them into booklets is a piece of cake, until you suddenly realize that you’re going to need to get out there and sell your wares, so to speak, in order to make money.  And that’s when fear takes you.  But what can you do?  How can you get fear to take it’s cold, hard clutches away from your throat so you can breathe?

Stay Away From Dark, Scary Corners

The first thing you need to do is get a grip on yourself!  Don’t allow your mind to wander into dark, scary corners.  Remind yourself that you have something valuable to offer to your market.  It’s not something they want.  It’s something they need.  And because they need it they will want it.

You’ve put in some time and effort on your booklet; not alot mind you, because it’s only a few pages.  But, you’ve done your best to create a worthwhile product and you can be proud of that.  You have nothing to hide.  You’re trying to help people.  But, they can only be helped when they have your information in their hands.

The Sales Process Is A Positive Thing

Once you’ve come to the realization that you have something worthwhile to offer your market, then next thing you must do is realize that, as I mentioned in my last post, sales and marketing are two different things.  Marketing, when done right, leads to a sale.  The sales process itself is a positive thing because to reach the sales process means you have a buyer, and all that is left to do now is the necessary paperwork (in the case of a quantity sale) and exchange your booklet(s) for the buyer’s money.

People who say they are afraid of sales are saying they are afraid of trying to convince someone to buy from them.  They aren’t really afraid of sales.  Making a sale is a very positive thing for both the seller and the buyer.  The truth is, they love sales, but fear the marketing process.

Embrace The Marketing

The marketing process is what brings your buyers to you.  It’s what matches your buyers with your booklet(s).  It’s what tells your buyers what’s in it for them, and why they need your booklet.  If your marketing is matched to the right market, you’ll have them at hello even if your marketing skills are not quite up to par.

You can’t have a sale without some kind of marketing.  It’s not the sale that leads to the riches.  It’s the marketing.  And it’s not about trying to convince people to buy from you, because if you do it right, you’ll have people seeking YOU out who are ready to buy.

Marketing is nothing to fear.  It is the very vehicle that will take you to your monetary goals and give you the lifestyle you desire.  And it will help your buyers too, because it will give them the information they need to improve their own lives.  Every time you exchange your booklet(s) for money, it’s a win/win!  Embrace the marketing!  There’s nothing to fear.

To your riches!

Kim Hillman

PS:  Are you ready to begin your own booklet adventure?  Do you want to create a booklet that will practically sell itself?  Click here!

PPS:  Remember, it only takes ONE idea to start the riches flowing to you! Subscribe to this blog now.  Click here.

 

All About Marketing – The Three Essentials You Must Know Before A Sale Can Be Made

Many people, including authors, confuse marketing with selling.  They believe that when they sell their product to someone, that is marketing.  But sales and marketing are two very different things.

Marketing is all about reaching the right audience for what you have to sell. It is the means to which the end – a sale – will be reached.  In other words, if a sale is the goal, marketing is the vehicle to help you reach that goal.

In order to reach the right audience there are three things you need to know:

1)  WHO are you trying to reach?

2)  WHAT do you want them to know?

3)  HOW can you get your message to them?

A Salesman’s Mistake

As an example of how each of these things are used in marketing, let’s consider the door to door salesman.  Most door to door salesmen have little success.  Why?  Because they don’t have the right answers to the above three questions.

Picture this.  A salesman comes to your door offering you high priced power tools.  Now if you’re a guy, you might be raising an eyebrow just about now.  But, imagine you are a 60 year old grandmother who is caring for 2 grandchildren on a very limited income.  You fix whatever needs fixing yourself, and whatever you can’t fix you have a family member fix for you.  How likely is it that you will be interested in those power tools?  You won’t be.  You’ll tell the man you’re not interested and send him on his way.  And, chances are so will everyone else in your neighborhood because as a 60 year old grandmother on a limited income you probably don’t live in the kind of neighborhood where people can afford to buy high end power tools.

If the salesman had done his homework, he would have chosen a better neighborhood to sell to.  He would have known exactly who might be interested in his wares, where they live, and how best to approach them.  It’s a safe bet that most guys don’t buy power tools from door to door salesmen!

Who Are You Trying To Reach

You should know the three essentials to marketing even before you write your booklet.  Knowing WHO you are writing to is extremely important, because if you are writing to one audience and trying to sell to another, you will have wasted your time and you’ll never see any real money for your efforts.

What Do You Want Them To Know

But, it is also essential that you know exactly what your message is that you wish to deliver to your audience about your booklet.  In other words, if you plan to make sales to the readers of your booklet directly, you should know exactly why they should buy your booklet.  What will your booklet do for them?  And, if you plan to sell to quantity buyers, you must have a different set of reasons why they should buy your booklets.  Quantity buyers will have very different reasons for buying from you than will those who make up your reading audience.  You might make sales to each, but each is a very different market and they require different marketing methods.

How Can You Get Your Message To Them

Finally, you must know the best way to deliver your message to your audience.  Do they prefer a phone call?  An email?  Face to face contact?  If you don’t know how to reach them, then knowing who they are and what you need to tell them won’t do you any good.

Remember the three essentials of marketing and you’ll find that selling is a piece of cake!

To your riches!

Kim Hillman

PS:  Before you can market anything you must have something to market!  If you’re ready to start your own booklet adventure and you would like to do it the right way, click here!

PPS:  Remember, it only takes ONE idea to start the riches flowing to you!  Subscribe to this blog now.  Click here!