by G.B. Oliver
The other day I was advising a shop called Escena, that sells Jewelry online, and looking through their selection one item really stood out to me. They had a pair of earrings called 50 Shades of Grey Dangle Earrings. Immediately I thought, this is your money maker. While the other jewelry items are beautiful, this is the one that will get attention.
One, because it relates to something really popular in the news right now, the book, 50 Shades of Grey (1 million+ Google searches a month).
Two, because it is a sexy product that all the upcoming Valentine’s gift guides will be looking for (you should be submitting to these now, by the way).
Three, what husband wouldn’t buy this for his wife who has read the book?
Four, what woman wouldn’t buy this as a tongue-in-cheek gift for all her girlfriends who have read the book?
Fifth, what fashion blog wouldn’t show it as a homage to all the fashion being inspired by the book?
In other words, it provides a ton of opportunities for PR and sales that will bring people to the shop.
Every shop needs that one product that the content-starved media is looking for. The conversation starter, the image that will gets tons of REPINs, the product a majority of people can currently relate to in some way.
Now maybe your shop doesn’t have a product like this and you don’t want to change the focus of your product line just to include some one-off for publicity’s sake. That’s understandable, but it doesn’t have to be a permanent offering. It can be something you just offer as a special or for a limited time, or as a promotional item given free with the purchase of another item. However you want to spin it, the fact is that products that are clever or quirky or on trend with what everyone is talking about will always get publicity.
The benefit is you are pulling the curiosity seekers into your shop or website. Hopefully they will look around at your other items and not just this one. It is a hook and it works!
★ If you can’t figure out which one of your products will get attention, feel free to get in touch. I do consult! Also, if you want more of my marketing advice (I save the best stuff for my Ebooks) that will help increase the sales of your online shop, please see my Ebook shop for my PDFs, Small Business Marketing Ideas That Work!