Knocking on the Right Door for your Products

 

This post is all about getting your product and niche aligned correctly.

Example… 2 door-to-door salesmen… both selling encyclopedias…

1st one rings the doorbell… door opens… starts to give his sales pitch… “Not interested…” door slams in his face.

2nd one rings the doorbell… door opens… starts to give his sales pitch… and then the homeowner says:

“OMG !!! How did you know!!! My son has just started school, and he’s asking me all these questions… and I don’t know the answers… and I am afraid he’s not going to do too well… I so need what you are selling… come on in… what do you want – cash or cheque?”

Well, it could happen?

But for it to happen… the salesmen needs to be at the right door, with the knowledge that behind the door is someone who wants / needs / will be interested in what they have in their suitcase…

And that has always been the key to marketing… turning up with just the right product which your Customer wants / loves / needs / can’t live without etc etc.

And that’s what Facebook is so brilliant at…

Now, when you stand-back, there are 2 main approaches – volume versus engagement… and neither one is right or wrong… but if you can do them both, together… you can get brilliant results.

The traditional volume marketing example – those flyers that fall out of magazines… it is expected that for that type of marketing, only 1 in a 1000 will lead to a successful sale (and the cost of printing / distributing 1000 flyers is included in the cost of that sale)…

But the problem with that approach… true you are reaching 1000 people… and you are hopefully putting it in the right type of magazine for that niche… but you have no idea who will read it (if it is read at all)… and whether they will be interested in your product or not…

I describe this approach as “messy-eating marketing“… because to get that one sale, you need to leave a lot of food on the table…

So the 1st type of door-to-door salesmen will likely need to knock on 1000 doors to make 1 sale… which can be disheartening in the extreme…

And I can feel that discouragement in the posts people put saying they haven’t found their winning product yet… and they are probably thinking… what am I doing wrong? why isn’t it working for me?

Well… my suggestion… stand-back… and consider whether you need to add a little bit of “engagement magic” to the mix…

If this is a steak… perhaps it will taste better with a touch of the right kind of sauce?

Because…

The next type of marketing – engagement – making sure that you are turning up with the right product for that Customer, or at least one they will be interested in… is all about getting the flavor and sizzle right.

I know one successful online marketing guru who believes that you can start out with a very small list, just as long as there is a common theme for that niche… and you are presenting them with exactly what they will be interested in… and in a way that wets their apatite.

Hence the Avatar, hence the online research (i.e. the fancy name we put to digging around on Amazon, or Walmart, or wherever), the price comparison, the understanding / feel for your niche… getting a feel for how they see the world…

All that is done so you can build “engagement”… so the Customer will engage with your offering when you present it to them… so that they go…

OMG !!! How did you know!!! … I so need / want what you are selling… where’s my credit card?

And this kind of approach also goes under the name of Attraction Marketing… where for the right Customer you make the right product look so damn attractive and sexy that they can’t resist.

So the key is that you present them with a product they are prepared to “engage” with… and a sales page they are prepared to “engage” with… and an offer / price they are prepared to “engage” with…

So with “volume” marketing… you have to do a little market research, to ensure that you are placing in the right magazine say… and you are hoping that there will be 1 sale in 1000… but after that, it’s a matter of luck what happens next.

But if you take that domino analogy… success occurs much more easily… if you are ensuring, if you are also asking the question…

Is each stage of the process engaging for my target Customer… is there any way I can make it more engaging?

Will they find it appealing,,, attractive… compelling… and what exactly is it that my Customer is looking for?

If your offer was a novel… would it be a “page-turner”… would people be so captivated that they would turn over to the next page to see what happens “next”….

Now, it sounds strange to think of a product as a “page-tuner”… or a price… or a Facebook ad… but that’s what all the successful marketing elements are… they are “page-turners” which hopefully captivate us… and make us want to move forward to find out what happens next…

Is this product as good as it sounds… will it be a price I can afford… will it do what I want it to do… will it enhance my life, and make it better in some way?

When a Customer interacts with your sales page / product… those are the basic questions they are asking, even if at an unconscious level… and so you need to provide them with the most engaging answers.

And the great thing is… once you have the engagement sorted… and then you scale up… i.e. you start to the add the big numbers / “volumes”… that’s when you can make serious money…

(c) Brian Parsons, July 2016

 

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