All posts for the month January, 2013

The Importance of Labelling Your Products So Future Buyers Can Find You

by G.B. Oliver

In November we had a family photo taken and one of the primary reasons was to use it as a Christmas card. After we got the card back and I was about to send it out to people, I realized that our wonderful photographer missed out on a great opportunity.

The photo we were using for the card could have easily included a line below, “Photo by Starmark Photography” because I am sure that some of our friends and family are always on the lookout for a good photographer. Free advertising.

How do you make sure that people, who did not buy your product but may see it in a customer’s home, at a wedding, wearing it, etc., know that it’s from your shop? Sometimes when you are a small vendor, you forget to label your work.

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Labels from HobbyTime on Etsy

Ways to Label Your Products

  • If you do greeting cards, or essentially any type of paper product, it is easy to include text on the back, “made by XYZ company”.
  • If you make clothing, hats or scarves, you can easily attach a fabric label.
  • If you make ceramic or wood products, you can imprint your company name on a part of the product that isn’t clearly visible (like the bottom of a vase) but there if people are looking for it.
  • My husband bought this great iPad cover on Fab.com, and luckily the vendor was smart enough to include a label with his company name sewn on the inside flap, because we just remember that we bought it on Fab, not who from.
  • A lot of people sell iPhone covers, where are you putting your label?
  • Sometimes you have to get creative about how to sneak your name in. Maybe if you sell soap or candles, insert a small plastic disc (the size of a quarter) with your name on it into the middle of the bar of soap or candle that will appear when it starts to run down so they know to buy more (and where from!). This is really helpful if the item was given as a gift.

Now some products are not that easy to label, such as jewelry (unless you put a small metal tag on the clasp of a necklace) smaller scale products and edible products. That is when you need to include your business/calling card (please see my post, Why Including Your Business Card is NEVER a Bad Idea).

My point is, are you remembering to label your products? If you haven’t, start now to get that referral business and repeat customers.

Marketing_Ideas_Etsy_Wedding

★ GET ALL MY SECRETS (the ones I don’t put on my blog!) in my new marketing guides that will tell you EVERYTHING you need to do to successfully sell online. Click here for more information.

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 30, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 30, 2013

http://attention-getting.com/2013/01/30/the-importance-of-labelling-your-products-so-future-buyers-can-find-you/

My Latest Google Search Tips – Forgotten Letters, Typing the Wrong Letters and Shortened Words

by G.B. Oliver

Have you considered all your options when entering your keyword tags to optimize for Google search? There are many factors that affect how people search. I wrote about a few in my blog post, My Latest Google Search Tips – Apostrophes, Plural & Gender, and here are some more to consider:

  • Not everyone can spell
  • Not everyone can type
  • People are in more of a hurry and searching on mobile, so typing in shortened words, less letters

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Forgotten Letters

For some reasons, words that have double letters often get entered in search incorrectly, which means an opportunity for you in your keyword tags (but don’t use spelling mistakes in your product copy!) For example:

The word “earring” gets 14,800 searches a month, with medium ad competition, according to Google, but the misspelled “earing” gets 5,400 searches a month with low ad competition.

Same situation with the word “wedding“. Spelt correctly it gets 368,000 searches each month with medium ad competition, but spelt “weding” it gets 6,600 searches per month, with low ad competition.

Now, granted, autocorrect will change some of these mistakes, but they can also substitute the wrong word, so that is something to consider as well.

Using the Wrong Letters 

The word “personalized” with a “z” (the correct spelling) is searched 8,100 times a month with a lot of ad competition, but “personalised” with an “s” gets 5,400 searches a month with low ad competition.

This is actually pretty common people mixing up when to use a “z” and when to use an “s’ in certain words. Take a look at your keywords and see if that is a possibility.

Shortening Words

A lot more people are searching on their mobile devices, which not only means typos, but means they are shortening words because with those small keyboards it can be too frustrating to try and hit the right letters.

For example, the word “tee” gets 201,000 searches with low ad competition compared to “t shirt” which does get more searches at 246,000 but has very high ad competition.

If adjectives are needed, the words may get shortened even more. “White tee” gets 1,900 searches, but “White t” was not far off with 1,300 searches per month.

You really have to think of all the variations and short forms of your keywords to try and find ones that are getting high search results but low ad competition. It could get you to the top of the page!

★ GET ALL MY SECRETS (the ones I don’t put on my blog!) in my new marketing guides that will tell you everything you need to do to successfully sell online. Click here for more information.

Marketing_Ideas_Home_Etsy

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 29, 2013  •  Permalink
Posted in Google Tips, Home
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Posted by Attention Getting Marketing on January 29, 2013

http://attention-getting.com/2013/01/29/my-latest-google-search-tips-forgotten-letters-typing-the-wrong-letters-and-shortened-words/

New Product Trend Alert – Action Scene Jewelry

by G.B. Oliver

Okay, so I just made this name up because I had no idea what else to call it, but I have been starting to notice a new jewelry trend as you can see from the following pieces. I came across these necklaces on various fashion blogs and it does prove my point (as I have said many times) that the unusual or unique always gets publicity.

But what I love about this new jewelry trend is the creativity. This is really inspiring if you are a jewelry designer, but also inspiring for women who want to wear more of an art piece rather than make a fashion statement.

Equilibrist and Flags Necklace

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Equilibrist and flags necklace from shop-n2.lesnereides.com

To me, this piece by Shop N2 is a great example of product design because it is taking necklaces in a new direction. It is almost telling a story without being kitchy. I’m not sure if it is fashion as much as it is a conversation piece, and definitely only a certain type of woman would wear it. Personally, I am not one of those women, but I know my 13 year-old daughter would love it, or a woman who likes to show some personality with her fashion choices.

Parachuters Necklace

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Parachuters Necklace from Monserat De Lucca

This necklace by Monserat De Lucca is another great example of interesting product design. You may think someone would only buy this if they actually had attempted jumping out of a plane, but I think it is a great gift for anyone who is a risk taker or just someone who has a fun, whimsical side to their personality.

A Walk in the Park Necklace 

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A Walk in the Park Necklace from Liliana Design on Etsy

If you are a shy person, wear this necklace to a party and people will definitely start talking to you. I love this piece by Liliana Design on Etsy because the black makes it look like a silhouette, giving it a little mystique. With laser cut design growing in popularity, I imagine you can expect to see more designs in this vein.

Will these “action” pieces start a trend that carries over into other products, such as home decor? Only time will tell, but it makes for really interesting product design.

★ GET AN EDGE ON THE COMPETITION with my new ebooks that will tell you everything you need to do to successfully sell online, including one specifically if you sell Jewelry & Fashion Accessories. Click here for more information.

Marketing_Ideas_Etsy_Jewelry

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 25, 2013  •  Permalink
Posted in Home, Trends
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Posted by Attention Getting Marketing on January 25, 2013

http://attention-getting.com/2013/01/25/new-product-trend-alert-action-scene-jewelry/

When a Photo Does Your Selling

by G.B. Oliver

I want you to take a look at the photo below. It is from a wedding blog called Style Me Pretty. The photographer (Kristin Vining) took a photograph of the bride holding a variety of clutch purses, which are obviously gifts for her attendants. This photo caught my eye because I actually thought it was an ad for the shop selling the purses. It wasn’t, just a good photographer capturing every detail of a wedding.

Photograph by Kristin Vining Photography at www.kristinvining.com

Photograph by Kristin Vining Photography at http://www.kristinvining.com

Now, if I was selling clutch purses, I would add a photo like this to my shop. Why? Because with one photo I just gave a visitor another reason to buy that they may not have thought about.

Show Who the Product May Be For

What if a bride is visiting my purse shop, but just looking for one for herself. She sees a photo like this and it automatically registers that, yes, these purses would make a great attendant gift. Much more effective then just putting it in the product description because photos convey the idea so much faster than words.

While you need photos that are strictly of the product (as these are the ones that tend to get picked up for editorial) you also need photos that quickly tell visitors the need and uses for your product.

Show Uses for the Product

Another example. I saw a lot of baby onesies online with a Santa or Christmas motif. Every shop just had a photo of the onesie, or the onesie on a baby. However, I thought why doesn’t anyone have a photo of the baby wearing the onesie sitting on Santa’s knee? Wouldn’t it be the perfect thing to wear for baby’s first photo with Santa? A visitor to your shop would see a photo like this and think, I will get more use out of this than just Christmas morning. Therefore the product now has more value, therefore I am more likely to buy.

So think of all the people who would buy your product, or all the reasons someone would buy your product, and see if you can come up with a photo that conveys this to visitors. It may do your selling for you.

★ FOR MORE MARKETING IDEAS on photos that will sell your products, plus so many other secrets for selling online, my new ebooks will tell you everything you need to do to sell more products, with ebooks specifically for shops selling Jewelry & Fashion Accessories, Wedding Products, Home Products and Baby & Kids Products. Click here for more information.

Marketing_Ideas_Etsy_Wedding

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 24, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 24, 2013

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Why The Wrong Advice Can Really Hurt Your Business

by G.B. Oliver

I have seen too many cases of small businesses seeking the advice of non-marketing professionals about their shop and products. While I understand your frustration at not selling, you have to be really careful of the advice that may result.

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Everyone has an opinion, and usually the best of intentions. However, without a clear understanding of your products and target market, people’s opinions can steer you down completely the wrong path.

I have seen it many times, advice given that makes me cringe. And while you are off taking their advice, your competition is doing things the correct way and eating up your share of the market.

You should NOT base your marketing or product decisions on random people’s opinions, unless they are your target market or a marketing professional.

Only Your Target Market’s Opinion Matters

Here is what I mean. If I am selling cutesy necklaces aimed at the teen market, am I going to ask a group of men in their 50s what I am doing wrong? When you go and ask people who are not your target market – friends, family members, people in forums – I am afraid that is pretty much the same situation.

That is why companies do focus groups. They interview candidates to first ensure that they are their target market (the age, gender and income, to name a few, of the people who the product is aimed at) and then ask their opinion on a variety of topics. Would you buy this? Why not? Is the price too high, too low? What influences you when buying jewelry? What magazines do you read? What blogs do you visit? and so on.

Professional Marketing Advice Will Give You the Advantage

Now, not everyone has the opportunity to do this, so that is where a marketing professional comes in, because they can do the research, they are out there in the marketplace on a daily basis, they do know why people buy, what they buy, the influencers and the appropriate media, just to name a few.

It is very difficult to market your own products because you are too close too them and, therefore, not always objective. That is why a professional opinion can prove invaluable, seeing things you may never have thought about.

You also have to be willing to take advice that may hurt or that you may not agree with. You don’t want people to just tell you what you want to hear. You won’t benefit from that. At the end of the day, if you are truly serious about your business and want to make sales that will allow you to quit your day job, professional marketing advice will get your shop on the right path.

I OFFER a variety of affordable marketing services from consulting to guides that will help you go from selling a little to selling a lot. You can get more information at my shop here. Also check out the variety of articles I have written here on my blog, that will help give you a better understanding of what marketing can do for your business.

Marketing_Ideas_Etsy_Jewelry

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 23, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 23, 2013

http://attention-getting.com/2013/01/23/why-the-wrong-advice-can-really-hurt-your-business/

Use Local Press To Get Quick Sales

by G.B. Oliver

Do you know that your local newspaper reporter, the one who covers fashion, jewelry, home decor, weddings, food (not to mention the small business reporter) whatever it is that you sell, is DESPERATE for a story right now?

This was actually one of the best pieces of advice I received at the start of my marketing career. Reporters are always looking for stories so give them one and you’ll be their best friend.

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Pitch them a story (not a product) and you could find yourself on the front page of that section of your local newspaper.

Do not discount the power of local media. Local media loves to support local businesses, and local customers love to buy from local businesses. Plus, publicity costs you nothing and could mean wide exposure, which typically results in sales.

How to Approach a Local Reporter

Email is probably the best way to approach a reporter with a story pitch. You can find their names and emails online at the newspaper’s website. You can also email the editor of the section, i.e. Food Editor, and they will assign it to a reporter.

If they have their editorial calendar online, even better, because they you can see upcoming articles and pitch accordingly.

Now if you live in a small town, you can approach your local town paper as well as the newspaper of the nearest largest city.

Stories to Pitch

A couple of weeks ago I wrote a blog post about How to Pitch to Editors, so you may want to check it out as a fresher, but here were some stories from my local newspaper this past weekend:

  • Local Women Find Success with their Gluten and Dairy-free Snacks
  • Our Top Picks for Cozy Winter Knits Under $100
  • The Off-White Wedding Gown Trend for 2013

Remember, the more specific the story pitch, the better. Don’t just give them a general, “If you are writing a story about Pet Products…” that won’t work. You want something more like, “If you are writing a story about Fashionable Dog Accessories for 2013…”

If you have success doing this, please let me know as I would love to include your success story in a future blog post.

IF YOU LIKE MY BLOG, you’ll LOVE my ebooks, because I save all my very best advice & secrets for in there –  Small Business Marketing Ideas That Work! available here.

My Marketing Ebooks

My Marketing Ebooks

IF YOU LIKED THIS POST, please be sure to “like” it below and follow my RSS feed to know when new articles are posted.

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 21, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 21, 2013

http://attention-getting.com/2013/01/21/use-local-press-to-get-quick-sales/

Want to Expand Your Market Quickly? Repurpose Your Products

by G.B. Oliver

People are always asking me why their products are not selling. A lot of the time there is nothing wrong. Usually they are in a saturated market where there is a lot of competition. Then they don’t know what to do with the inventory they have sitting around. The answer is often simple – repurpose it. I’ll explain what I mean.

Glass Vase Fillers at Pottery Barn

Glass Vase Fillers at Pottery Barn

Christmas Ornaments Become Vase Fillers

The other day I was speaking to someone who had these beautiful acorn cap Christmas ornaments that were rolled in silver glitter. Really stunning. But Christmas is over and no one is buying ornaments so what to do. I told the vendor to sell the ornaments as vase fillers (just remove the ribbon). Vase  fillers have been a decorative trend for years now and these ones, because of adding the glitter (which just happens to be a big trend in 2013 – please see my post Product Trends for 2013) made them a unique entry in this market.

Necklace Pendants Become Drawer Pulls

Another person I was speaking with sells these lovely stoneware necklace pendants. At first look, I thought some of the round and square ones would actually make really beautiful and unique drawer pulls, especially for a kitchen or bathroom or on a rustic piece of furniture. Again, another possible revenue stream for the same product by simply repurposing.

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TOMS White Crochet Wedding Slippers

Crocheted Slippers Become Bridal Slippers

Another person was asking why their crochet slippers were not selling. When I looked at the white ones they were offering, they reminded me of the white crocheted TOMS shoes that have become a huge wedding trend for brides to wear at the reception (on the TOMS website they have a section now called Wedding Collection as a result). So simply add a few pearls and start selling to the bridal market.

My point is, don’t give up on products that are not selling. They could have a new, very lucrative life in another form.

NEW SERVICE! My Product Consultation: I am offering a new service called my Product Consultation. It is very difficult to be objective about your own products because you are too close to them. So, if you have items that are just not selling and you don’t know why, please get more information here.

Product Consult

IF YOU LIKED THIS POST, please be sure to “like” it below and follow my RSS feed to know when new articles are posted.

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 18, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 18, 2013

http://attention-getting.com/2013/01/18/want-to-expand-your-market-quickly-repurpose-your-products/

Why Including Your Business Card Is NEVER a Bad Idea

by G.B. Oliver

★ THIS BLOG POST  WAS FEATURED ON NY TIMES SMALL BUSINESS BEST OF THE WEEK WRAP-UP

The other day someone asked me if including a business card in the package they were sending to a customer was in poor taste. Seriously? This is a person who just bought from you, why would that be in poor taste? Leaving business cards in church pews, now that is tacky. But giving a business card to a customer, that is a necessity, and if you even question that I am worried about your marketing savvy.

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Business Card by Mallory Hope Design on Etsy

Business Cards Help You Get Repeat Business

When I look at the bulletin board in my kitchen, there are many business cards attached to it. The electrician who just fixed my washing machine, my car mechanic, the barbershop where my son gets his hair cut, even my next door neighbors gave me a business card with all the phone numbers I can reach them at. They are there because all these companies will be getting business from me again. You want your business card to go on the bulletin board, and it can’t if you don’t give one out.

When You Can’t Put a Label on Your Product

Why do you think there are labels in clothing? Because people forget where they buy things. The label reminds you of where you bought that sweater you really love. Unfortunately, not all products, such as jewelry for example, can have a label. So your business card acts as your label so your buyer doesn’t forget you.

Business Cards Help You Get New Business

Not only should you give out a business card, but you should give more than one. If you really like a product or shop, wouldn’t you want to tell others? If someone sees the piece a customer bought from you, wouldn’t it be great if they could give the person your card? There is absolutely nothing wrong with it, it is just good business.

I’ll give you an example. I was at someone’s house for a party and she served the most amazing cupcakes, absolutely the best I had ever had. Beside the cupcake display were these bright pink business cards of the person who made the cupcakes. I took one. I didn’t think it was tacky, I was appreciative that I know where I can get them. This business card is now also on my bulletin board.

Now, if you want Marketing Advice on:

  • what to put on your business card to make it more effective
  • design ideas that will get it noticed
  • creative (but not tacky) places you can leave it to get more business…

… ALL OF THOSE TIPS are in my PDFs, Small Business Marketing Ideas That Work!  – because I can’t give away everything here :) and I have editions for shops selling Wedding products, Jewelry & Fashion Accessories, Home Decor and Kids & Baby Products.

★ THIS BLOG POST I WROTE WAS FEATURED ON NY TIMES SMALL BUSINESS BLOG IN THEIR BEST OF THE WEEK WRAP-UP.

Marketing_Ideas_Etsy_Baby

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 15, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 15, 2013

http://attention-getting.com/2013/01/15/why-including-your-business-card-is-never-a-bad-idea/

I Made The New York Times

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I am thrilled that one of my blog posts from last week, Examples of Product Copy That Sells, made the New York Times Small Business Blog’s best of the week wrap-up. If you missed it, please click here.

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by Attention Getting Marketing on January 14, 2013  •  Permalink
Posted in Home

Posted by Attention Getting Marketing on January 14, 2013

http://attention-getting.com/2013/01/14/ny-times-small-business-blog/

How to Pitch Your Products to Editors

by G.B. Oliver

Some sellers seem to be at a loss about how to submit their products to editors of blogs, magazines, newspapers, etc., in order to get editorial (have their product included in an article). So I thought I would give a couple of tips here  – but, as usual, I save the best tips for my PDFs, Small Business Marketing Ideas That Work! – so you can see what will really get the attention of an editor or writer.

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Pitch a Story, Not a Product

Writers are constantly running out of story ideas, so if you feed them one, they are very appreciative. So do not send them an email asking them to just blatantly promote your product, they will hit delete. Instead, give them a few editorial suggestions for which your product would fit in nicely.

Below are some real-life blog and magazine articles to help you get a better understanding of what ideas to pitch:

Examples of Product Editorial Pitches – Jewelry & Fashion

  • 17 Red-Carpet Worthy Jewels
  • 5 Winter Fashion Must-Haves Under $50
  • Fashion inspired by 50 Shades of Grey

Examples of Product Editorial Pitches – Home Decor Products

  • 15 Hostess Gifts Under $20
  • 12 Throw Pillows for a Rustic Home
  • Decor Products to Dress Up the Mantle

Examples of Product Editorial Pitches – Kids & Baby Products

  • Baby Shower Gifts Under $25
  • Products for a Nautical Theme Kids Room
  • 22 Products That Will Make Moms Lives Easier

Examples of Product Editorial Pitches – Wedding Products

[Note: Wedding blogs are very tough to pitch too, because they typically just want photos of real-life weddings and they want vendors to pay for ads. However, the bridal magazines are a lot more responsive]

  • Latest Wedding Trend: Embroidery
  • Emerald Green Wedding Inspiration
  • Passion for Pink Wedding Invitations

Examples of Product Editorial Pitches – Food Products

  • Christmas Cookie Decorating Ideas
  • Need a Chocolate Fix?
  • 15 Fantastic Gifts for Foodies

Keep in mind the more intriguing the story pitch, the more unusual the story pitch, the more current (in terms of time of year, what’s going on in the news) the story pitch, will all increase your chances of success.

IF YOU LIKE MY BLOG, you’ll LOVE my ebooks, because I save all my very best secrets & advice for in there – Small Business Marketing Ideas That Work!, available here, with copies for the Wedding, Kids & Baby, Home and Jewelry & Fashion Accessories markets. 

Marketing_Ideas_Etsy_Baby

IF YOU LIKED THIS POST, please be sure to “like” it below and follow my RSS feed to know when new articles are posted.

PLEASE SHARE THIS POST on social media using the share button below. Thanks!

© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 11, 2013  •  Permalink
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Posted by Attention Getting Marketing on January 11, 2013

http://attention-getting.com/2013/01/11/how-to-pitch-your-products-to-editors/

My Latest Google Search Tips – Apostrophes, Plural and Gender

by G.B. Oliver

I was doing research of a particular Google search for a client when I noticed some subtle differences on how people search for products that may change how you phrase your headings, subheadings and keyword tags.

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Fact # 1 – Not Many People Use Apostrophes Correctly When Searching

Maybe because we are all in such a hurry these days, but it appears that people very rarely use apostrophes when searching.

For example, they don’t search “men’s shoes” they search “mens shoes“. The exact phrase “men’s shoes” pulled up data of 58 searches a month compared to 60,500 for the exact phrase “mens shoes“, without the apostrophe. That’s quite a difference and it was consistent with other terms as well.

The exact phrase “kids clothes” showed 45,000 searches per month, where the exact phrase “kid’s clothes” showed nil. Now the phrase “kids’ clothes” (where the apostrophe is at the end) also pulled up 40,500, which showed me that Google ignores the apostrophe when it is at the end of a word, but not when it is in amongst the letters.

So if grammatically incorrect can pull in higher searches, do you wrestle with the dilemma of writing your product copy according to keywords or opting for the correct grammar?

Fact # 2 – Plural versus Singular Can Make a Difference

People also vary in their searches as to whether or not it is more common to add the plural. For example, the exact phrase “throw pillows” pulled up 18,100 searches per month, whereas the singular “throw pillow” was dramatically lower at 2,400. However, it was the opposite for necklaces. The exact phrase “gold necklaces” pulled up 2,900 searches monthly compared to 12,900 for the singular “gold necklace“.

As adding the plural seems to vary by product, it means you really have to research both singular and plural with your product keywords to see which is more commonly searched. Tedious, but it could make a big difference.

Fact # 3 – Gender Isn’t Always Implied

Another thing I noticed is that when you are looking for an item by gender, it appears there are more searches specific to “mens” then there are to “womens”. For example, “mens jewelry” showed 5,400 monthly searches compared to only 1,600 for “womens jewelry“. “Mens shoes” showed 60,500 searches compared to 49,500 for “womens shoes“. Now, I would think more women are searching for shoes online than men, so is it that women just type “shoes” or “black shoes” or “high heels” and just naturally assume the search will know they mean women’s? If that is the case, it may not be worth your while to include women’s in your description or keywords, and instead focus on other adjectives such as color, style or material.

Remember, these facts are not really specific to Google, these are specific to human behavior. That is why you really  have to test all variations of your keywords to see how your target market mostly commonly uses them for search.

Marketing_Ideas_Etsy_Jewelry

I have many more search tips and advice in my PDFs (because I save my best tips for there!), Small Business Marketing Ideas That Work, available here.

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© 2013 G.B. Oliver. All rights reserved.

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by Attention Getting Marketing on January 10, 2013  •  Permalink
Posted in Google Tips, Home
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Posted by Attention Getting Marketing on January 10, 2013

http://attention-getting.com/2013/01/10/the-subtleties-of-keyword-searches/

Examples of Product Copy That Sells – ApartmentTherapy.com

by G.B. Oliver

★ THIS BLOG POST  WAS FEATURED ON NY TIMES SMALL BUSINESS BEST OF THE WEEK WRAP-UP

I am sure you have heard of the popular blog, Apartment Therapy. One of my favorite sections there is Maxwell’s Daily Finds, for many reasons. But as a marketer, one of the reasons I like this section is because Maxwell writes product copy really well. Let me explain.

Unknown

If you think people want to read a ton of copy of all the virtues of your product, they don’t. Not at first anyway. When they are ready to make a purchase they may want more details, but to initially hook them you have to keep it short and sweet. You have about 100 words or less to emphasize the main value of the product (what problem does it solve), convince a person why they need it and have a closing line that gets them to buy.

Here is an example of product copy on Maxwell’s Daily Finds today & I explain after why it works:

Provendi Rotating Soap Fixture

• $38
• Anthropologie

“I love these so much we used to sell them through our little online Apartment Therapy store years ago. They were hard to find, but leave it to Anthro to solve that problem. Designed for public schools in France, the ‘sweetly scented, softly foaming vegetable-based soap’ rotates and slowly wears down. New soap replacements just get screwed onto the ‘spike.’ It’s a great solution for kitchen sinks, bathrooms without a lot of counter space OR beside bathtubs or outdoor showers. Oh, and it’s a conversation starter as well.”

So in less than 100 words, Maxwell made this product very appealing.

Here is what I got out of the copy:

  • Solves a problem (when there is no space for a soap dish)
  • It has an European chic appeal – “designed for schools in France”
  • It has eco-appeal – “vegetable-based soap”
  • It will last a long time – “slowly wears down”
  • It can go in multiple rooms “kitchen sinks, small bathrooms, outdoor showers”, so encourages buying more than one
  • It is  a cool product – “conversation starter”

Here’s another example, particularly of interest to those of you who sell art online:

Original Antonioni BLOW UP Movie Poster

• $3000
• Posteritati Movie Posters

“I love original European movie posters to wake up a room and make a statement. This is one of the best, and I originally saw it used in a Ralph Lauren showroom in NC. Huge (55×79), vintage from 1967, perfect in its raw style and brilliantly red, it’s aspirational in price, but worth it.”

Here’s what I got out of it:

  • Solves a problem – “wakes up a room and makes a statement”
  • It has vintage appeal – “vintage from 1967″
  • It has European chic appeal – “original European movie posters”
  • It has cache – “used in a Ralph Lauren showroom in NC”
  • Yes, it’s expensive but it’s “an original”,  ”huge (55 x 79)” and “one of the best movie posters”

It takes some skill, but you can write your own effective product copy. Solve a problem, give multiple reasons to buy it, and leave with a closer that addresses any doubts a buyer may have.

If you need more advice and examples of effective product copy (because I save the best stuff for my ebooks!) I walk you through it step-by-step in my PDFs, Small Business Marketing Ideas That Work, and I have editions specifically for selling Home, Wedding, Kids & Baby products and Jewelry & Fashion Accessories, available here.

IF YOU REALLY WANT TO BE A TOP SELLER, please don’t take just any advice that could send you down the wrong path. Getting professional marketing advice will make the difference between selling a few products a month and being a top seller.

My Marketing Ebooks

My Marketing Ebooks

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© 2013 G.B. Oliver. All rights reserved.

8 Comments
by Attention Getting Marketing on January 8, 2013  •  Permalink
Posted in Home, Marketing I Love
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Posted by Attention Getting Marketing on January 8, 2013

http://attention-getting.com/2013/01/08/examples-of-good-product-copy-courtesy-of-apartmenttherapy-com/

Product Trends for 2013

by G.B. Oliver

I took a look at the new product arrivals from some of the major online retailers, and I noticed several themes emerging that smaller online shops may want to consider when designing their products for this year.

Animal Trends

While owls and birds will still be popular in home decor and jewelry, a new trend that seems to be popping up is African wildlife, such as giraffes, tigers and cheetahs. 2013 is also the year of the snake, so that may influence design as well (and if you want to get a start on 2014, when the next Hobbit movie comes out in December, I imagine dragons will be big!).

Color Trends

Neon is back is a big way, for both home, jewelry and fashion, but many designers are also mixing neon with black, grey and navy so it is not too strong a statement. Pastel colors such as mint are also popular. Pantone’s color of the year for 2013 is Emerald Green, so expect to see it in various hues (check out this blog editorial to see what I mean).

Kate Spade Necklace at Piperlime

Kate Spade Necklace at Piperlime

Jewelry Trends

Geometric shapes (including individual chevrons, a trend from last year), twigs, branches, horns, tusks, skulls and lots of spikes (50 Shades of Grey influence, maybe) seem to be popular jewelry trends. Choker and bib necklaces continue to be current. Traditional hoop earrings do not appear to be that trendy, but rather smaller stud earrings or large dangle earrings.

Art Trends

Keep Calm and Carry On has inspired lots of word art with everyone looking for that next trendy, inspirational saying. Vintage fonts are popular in art as well, along with vintage travel posters. A lot of photography art seems to be taking on a blurry trend, or black and white with small washes of color here and there. Artistic animal heads on walls continue to find new creative ways.

Pattern Trends

Chevrons, ombre (fading from one color to the next), trellis patterns are all still popular. New pattern trends seem to be polka dots, houndstooth and global bazaar/moroccan prints.

Houndstooth art print at Inhabit

Houndstooth art print at Inhabit

Material Trends

Expect lots of accents of metal studs, metal plates and shimmery gold and silver in both home decor, jewelry and fashion. Stylish household objects in ceramic will also be really popular in 2013.

Kids Product Trends

Neon is also a big trend for both kids fashion and room decor, as is Parisian themes and sequins. Ceramic accents, banners for bedrooms, and everything in a shape whether it is mirrors, rugs, lamps, bookends or clocks. Another hot fashion trend for kids is moccasins.

Why should you care about trends? Because trends get editorial, which means you have a better chance with product submissions to the media if your products are current. Doesn’t mean your whole shop has to be trendy, just one piece will do.

IF YOU LIKE MY BLOG, you’ll LOVE my Ebooks!

MalloryHopeDesign_AGMarketing_eBook

Because I save all my very best advice & secrets for in there – Small Business Marketing Ideas That Work!  

There are editions specifically for the Home, Wedding, Jewelry & Fashion Accessories and Baby & Kids markets. Just click here to go to my Ebook shop and download your copy. 

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© 2013 G.B. Oliver. All rights reserved.

4 Comments
by Attention Getting Marketing on January 3, 2013  •  Permalink
Posted in Home, Trends
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Posted by Attention Getting Marketing on January 3, 2013

http://attention-getting.com/2013/01/03/product-trends-for-2013/

Valentine’s Day Sales Tips – You’re Selling to the Opposite Sex Now

by G.B. Oliver

A great selling opportunity coming up for online shops is Valentine’s Day. All the blogs, newspapers and online magazines will be running Valentine’s Gift Guides, mostly aimed at the male who is assumed to have no idea what to buy the woman in his life.

heart_clipart_border-200x163

For those of you selling products normally targeted at a female audience, such as jewelry and fashion accessories, you now have to shift your message to appeal to the male gift buyer.

So I consulted a few males and females and got some interesting, although generalized, feedback about their gift buying habits.

Tips for Selling to Men who are Buying a Gift for a Woman:

1. Men buy more impulsively. They don’t shop around, they don’t compare prices. If they have clicked on your item, you are 95% there, all you have to do is close the sale. i.e. “I guarantee she’ll love it. Buy now and get 10% off using the coupon code VD2013.”

2. Men buy at the last minute. Most men are not going to think about buying a Valentine’s gift in January. They are thinking about it a few days before. Therefore, you have to be sure to let them know that you can get it to them in time for February 14th, and already gift wrapped if needed.

3. Men love “free” gifts. They like feeling as if they paid one price but got something “extra” for their girlfriend/wife, even if they don’t realize the price of the “free” gift was worked into the product price. If you have anything extra you can throw in, it will probably help seal the deal.

4. Men like to share and make the lives of other men easier, so encourage them to tell all their male friends about your shop for the women in their lives.

Now, if you normally sell products to men, you have to change your message for women who are thinking about buying your product as a gift for the man in their life.

Tips for Selling to Women who are Buying a Gift for a Man:

1. Women think they know what men want, but they really don’t. Therefore, you need testimonials and recommendations from male customers that this is a popular item that all men will love.

2. Women don’t buy quickly. They shop around so let them know this is the best price point, the best features, that they won’t find a better option anywhere else. In fact, encourage conversation as women like to feel the personal connection when buying.

3. Women want to add that sentimental message so make sure you offer personalization to your products if you can.

4. Women do shop early, so start targeting them NOW, before everyone else is.

5. Women also buy Valentine’s gifts for mothers and children, so be sure to let them know if you have products that suit these markets as well, for a one stop shopping experience.

Try your own survey. Ask the men and women in your  life what influences their gift purchases and make sure to incorporate these factors into your Valentine’s Day sales pitch.

Marketing_Ideas_Etsy_Jewelry

★ BE SURE TO READ my PDFs, Small Business Marketing Ideas That Work!, which will tell you everything you need to do to be a top seller online in 2013.

There are ebooks specifically for shops selling Jewelry & Fashion Accessories, Wedding Products, Home Products and Baby & Kids Products. Click here for more information.

PLEASE SHARE this post on Facebook, Twitter, StumpleUpon, etc., using the share button below. Thanks!

© 2013 G.B. Oliver. All rights reserved.

1 Comment
by Attention Getting Marketing on January 2, 2013  •  Permalink
Posted in Home, Marketing 101
Tagged , , , , , , , , , , , , , , , , , , , , , , ,

Posted by Attention Getting Marketing on January 2, 2013

http://attention-getting.com/2013/01/02/valentines-day-youre-selling-to-the-opposite-sex-now/

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