My Latest Google Search Tips for Forgotten Letters, Typing the Wrong Letters & 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.

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

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.

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

How to Make a Photo Sell Your Products

by Gail Oliver

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 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 for you. I recently 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, I can use it for the Santa photo. Therefore the product now has more value, and 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 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.

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

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.

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

How to Use Local Press To Get Quick Sales

by Gail Oliver, Marketing Consultant

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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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. You can also use local publicity and turn it into national publicity.

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.

Story Ideas 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 are some story ideas, just so you understand what to pitch:

  • Local Woman Finds Success with her Gluten-free Desserts Business
  • Valentine’s Gift Ideas from Local Shops
  • Local Artisans Finding Success on Etsy

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 How Fashionable Dog Accessories has become a billion dollar market…”

Before You Go….

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Gail

© 2013 Gail Oliver, Attention Getting Marketing. All rights reserved.

 

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

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

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.

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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.