All posts tagged small business

OpenSky – Another Interesting Competitor in the Online Marketplace

by G.B. Oliver

I recently came across the online marketplace, OpenSky. It has been around since April 2011, but it just relaunched this month as a full-fledged online marketplace.

This blog post made the New York Times Small Business page, May 20, 2014

This blog post made the New York Times Small Business page, May 20, 2014

Like others in this category, they have unique features for artisans and independent sellers who want to get their goods in front of more buyers. Some of these unique features include a customer referral points program (which encourages your buyers to recommend you), and that your shop can also make money if your customers buy from another OpenSky shop, sort of an affiliate program arrangement.

OpenSkyHow OpenSky Works

  • They act as a merchant portal
  • One shopping cart checkout (buyers can buy from multiple stores in one purchase)
  • If you bring your customers to your OpenSky shop, you keep 100% of the sales
  • If existing customers on OpenSky come to your shop, you keep 80% of the sales
  • If you bring your customers to OpenSky and they buy from another shop there, you get a 10% bonus

What’s Unique About OpenSky

It really takes advantage of the social aspect of shopping online. OpenSky provides incentives for shoppers to spread the word to their friends with a points program. For example, for each friend a buyer invites, they get 100 points. For every friend that joins with Facebook connect, they get 2,500 points, and when their friends buy something, they get 10,000 points.

The accumulation of these points raises a buyer to various status levels, and each level gives the buyer greater shopping credits each month and other perks like free shipping. Everyone even gets a $10 credit just for joining.

This is a great way to get buyers to be loyal to an online marketplace. OpenSky currently has 3 million members and 2,000 vendors.

What Does This Mean For Sellers?

  • You get more ways to earn, other than just your sales revenues
  • OpenSky’s point system encourages loyal and regular buyers, which sellers benefit from
  • Getting customer referrals has never been easier with the 10,000 points buying incentive (it doesn’t cost you, it costs OpenSky)

As the online marketplace continues to evolve, it is interesting to see what new features they can offer sellers and buyers, and what this means for the future of online shopping.

G.B._OliverNeed Help Marketing Your Online Business? I offer a variety of affordable marketing services. Just contact me at attentiongetting@gmail.com or use the contact form below. Also, check out my Ebook Shop for more marketing advice.

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

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by Attention Getting Marketing on May 14, 2013  •  Permalink
Posted in Home, Online Selling Sites
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Posted by Attention Getting Marketing on May 14, 2013

http://attention-getting.com/2013/05/14/opensky-another-interesting-competitor-in-the-online-marketplace/

3 Tips Your Online Store Can Borrow From TV Shopping Networks

by G.B. Oliver

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TV shopping networks have been a huge industry for decades and continue to bring in billions of dollars a year. They can definitely be seen as the predecessor to online shopping, as people like the ability to shop from the comfort of their home.

So what do the TV shopping networks do correctly that you can apply to your online store?

They Create a Sense of Urgency

Basically, you get a limited time to buy an item, and there are limited quantities. So if you want it, you have to act. They have a clock going in the bottom corner with the time left to buy and the number of quantities available is ticking down quickly.

How You Can Apply This To Your Shop – Your online shop can do the same thing. You can have an icon, like a circle or star in the corner saying “Only 5 left” or “Almost Sold Out”. One Kings Lane does this and it will get people to act quickly.

They Create a Sense of Exclusivity

When you buy from one of the television shopping networks, they remind you that these are not products you are going to find in stores. So the buyer gets the feeling that they are buying something exclusive that no one else will have. That raises the value of the product in the buyer’s mind.

How You Can Apply This To Your Shop – Remind people, “Not sold anywhere else, exclusive to our shop”, or, even better, this is where customization can play a huge role. Tell people that if there is any little detail they would like changed, such as color, materials, size, etc., that you are able to do that (for an extra fee), but that will definitely ensure a one-of-a-kind piece. And the shopping networks can’t do that!

Double Team Sales Approach

When they are pitching products on shopping TV, they have got the creator of the product as well as an “objective” host both doing the sales pitch to you. The creator lets you in on their inspiration for the product and gives the story behind it, and is always the best person to describe the uniqueness, the special features, the benefits, etc. Then you have the host, who you have come to know and trust, and they are raving about it.

How You Can Apply This To Your Shop – In your product copy, do your pitch, just as they do on TV. All the features, all the benefits, what inspired you. Don’t run on too long or you will lose them, but you could refer them over to a blog post where you go into more detail, or, even better, a YouTube video. As for that host who is essentially endorsing the product, show your own endorsements by detailing all publicity that your product has gotten. If you don’t have any publicity, mention customer reviews or how many visitors have favored or “liked” your product. They want to hear from you, but they want to hear from other people too.

FINAL WORD: The TV shopping networks have had a lot of success not only getting people to buy, but to buy quickly. It couldn’t hurt to check them out once in a while, and see what factors make you want to buy from them, and apply these to your own business.

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by Attention Getting Marketing on April 5, 2013  •  Permalink
Posted in Home, Marketing 101
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Posted by Attention Getting Marketing on April 5, 2013

http://attention-getting.com/2013/04/05/tips-your-online-store-can-borrow-from-tv-shopping-networks/

Consider These Story Ideas for Product Pitches – March 2013

by G.B. Oliver

As you know, getting your products in editorial in magazines, blogs, your local newspaper, etc., is always a surefire way to get sales. But coming up with a story pitch for a writer is not that easy. So here are some ideas taken from today’s headlines that I thought might inspire you (and a few ideas at the end for the near future).

man-sitting-clip-art-silhouette

Story Pitches for Home Products

  • 5 Fresh Decorating Ideas to Bring Into Spring
  • Trend Alert: Mirrored Art
  • Spring Awakening: 51 Colorful iPhone Cases
  • Brighten Your Pad with Playful Decor
  • Welcome Spring with Floral Accessories Under $50
  • I Can’t Believe It’s From Etsy: Oil Paintings

Story Pitches for Baby & Kids Products

  • The Most Beautiful Baby Sleep Sacks
  • Cool Finds: Etsy Your St. Patty’s Day
  • 7 Oz-Inspired Picks for Kids
  • Hit the High Seas in Our Favorite Pirate Picks
  • 7 Animal Wallpaper Designs for Your Lil Wild One

Story Pitches for Fashion

  • 50 Swimsuits under $50
  • 7 Pinterest Boards Chic Moms Should Follow
  • Ditch Your Boots for These 17 Cute (and Cheap) Flats
  • 5 Striped Tops to Welcome Spring
  • What to Wear with Printed Jeans
  • Pretty Pastel Picks for Spring

Story Pitches for Wedding Products

  • 3 Great Ways to Save Cherished Wedding Memories
  • Vintage Navy Wedding Inspiration Board
  • 10 Tips for Toasting at a Wedding
  • Great Gatsby Wedding Inspiration
  • Our Favorite Escort Card Ideas
  • Top 10: Wedding Envelope Inspiration

Story Pitches for Beauty Products

  • 10 Nail Trends to Try This Spring
  • How to Get Better Skin by the Morning
  • Fix Your Most Common Beauty Problems with These Products
  • Spring Make-up Colors to Chase the Blues Away
  • The Secrets of Wearing Dark Lipstick

Story Pitches for Pet Products

  • March Essentials for Your Furry Friends
  • What to Pack on a Road Trip with Your Pet
  • From Functional to Wacky: Products to Keep Kitty Happy
  • Celebrate Valentine’s Day with the Pet Love of Your Life

As you can see, Spring was a big editorial topic. So what topics do you think editors will be looking for now, in order to publish in a month or two:

  • Movie influences with releases such as Star Trek, Superman, World War Z
  • Television influences with Game of Thrones Season Premiere
  • Holiday influences with World Health Day (April 7), Earth Day (April 22), May Day (May 1), Cinco de Mayo (May 5th), National Teacher’s Day (May 7th) and Mother’s Day (May 12th)

Not sure WHO to pitch to? Try one of my blog lists, plus find other helpful marketing tools in my Etsy shop.

My New Blog Lists for Fashion, Wedding & Home Decor

My New Blog Lists for Fashion, Wedding & Home Decor and Kids & Baby Products

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

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by Attention Getting Marketing on March 5, 2013  •  Permalink
Posted in Getting Publicity, Home
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Posted by Attention Getting Marketing on March 5, 2013

http://attention-getting.com/2013/03/05/consider-these-story-ideas-for-product-pitches-march-edition/

Outsell Your Competition With This Checklist

by G.B. Oliver

I often have customers complain to me that they have too much competition. In all honesty, everyone does. But you can actually learn from your competition to make your products and services better, and that could put your business on top.

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Your Competition Checklist

Take a look at your competitors (just the successful ones) and compare to see where you falter and they succeed and vice versa. Then make the necessary changes.

√ Features – Are your products identical in every way? If not, you need to emphasize the benefits your products have that their doesn’t, and remember features are not always benefits if they are of no use to the customer. If you don’t have any benefits that your competition doesn’t, then you better add some. And the best way to do that is to ask your current customers for a wish list.

√ Services – What services do you offer that your competitors don’t? Again, these advantages you need to emphasize in your product copy to help your potential customer decide. Do you offer free shipping, discounts on multiple purchases, customization, etc.? Again, if you don’t have any advantages in terms of service, you need to get some. You’ve got to match the top players tit for tat.

√ Target Market – I am going to be writing about this more tomorrow, but more than likely you are targeting the same market, otherwise they are not really your competition. But does your competition have additional markets that they are selling to that you are not?

√ Price – Believe it or not, price is not always a deal breaker. You want to be in the same ball park, but a few dollars isn’t going to make a difference so don’t price yourself below your competition. What you want to do is show the value that comes with your price, and that is why you have to detail what you offer in #1 and #2 above.

√ Reputation – Have you won business awards, gotten amazing reviews, been in business a long time – all of these factors can give you an advantage over your competition in the mind of the consumer.

√ Branding – Do you look professional? Do you have a company logo, a positioning statement, professional-looking photos, well-written, grammatically correct product copy, contact information, etc. You’ve got to look legitimate, especially if your competition does, and it is worth it to make the investment to do so.

√ Promotion – Are you finding your competition everywhere? Are they on Facebook, Twitter, running ads on Google, hosting a blog, appearing in editorial… this list goes on. Take note of what they are doing and try to be everywhere they are (and aren’t).

Competition doesn’t have to be a bad thing if you choose to learn from it. It’s what fosters innovation.

If you liked this article, YOU’LL LOVE my marketing guides, with all my tactics and secrets to take your online business to the top. Click here for more information.

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by Attention Getting Marketing on February 19, 2013  •  Permalink
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Posted by Attention Getting Marketing on February 19, 2013

http://attention-getting.com/2013/02/19/your-competition-checklist/

Why Quirky Products Always Sell – February Edition

by G.B. Oliver

I love quirky products. To me they show innovation and creativity and are so inspiring in terms of product ideas. Plus, as I’ve said many times, quirky products always sell and always get publicity!

So, I went over to my favorite online shopping site, Outblush – who loves quirky products – and found some of their finds that I think show really creative design.

Kate Spade “Say the Word” Word Search Dish

Word Search Crystal Dish by Kate Spade New York

Word Search Crystal Dish by Kate Spade New York

I love this crystal dish by Kate Spade. There are also matching mugs with crossword patterns as well. It is fun, colorful and conversational, which is perfect when you are using a dish like this to serve to guests.

BFF Pendant Set

Zelda and Becky Play Telephone from Flapper Doodle on Storenvy

Zelda and Becky Play Telephone from Flapper Doodle on Storenvy

Just when you thought there were no more ways to do a BFF necklace (Best Friends Forever), Flapper Doodle on Storenvy comes out with this adorable pendant set. What I love about this is the originality. No heart divided in two that has to fit together or one pendant says “Best” and the other says “Friend”. Instead they really did something fresh and eye catching.

Skeleton Shirt

Skeleton Shirt by Romwe

Skeleton Shirt by Romwe

What I like about this Skeleton shirt from Romwe, is that it is definitely not something you would normally see on a traditional white shirt. Now, it is made to be street fashion, but you could probably get away with wearing it to work on Halloween.

Office Chair Cell Phone Holders

Office Chair Cell Phone Holders from the Lakeside Collection

Office Chair Cell Phone Holders from the Lakeside Collection

Cell phones have created quite the cottage industry, and unusual holders have been one of the most popular products to result. This set of 3 office chair holders from the Lakeside Collection is pretty whimsical if your daughter doesn’t steal them for her Barbies.

Grey Cat iPhone Case

Grey Wool iPhone Case from TokyoInspired on Etsy

Grey Wool iPhone Case from TokyoInspired on Etsy

There are so many creative iPhone cases out there, but you have to love this one from TokyoInspired on Etsy, especially for the cat lady in your life. Really creative design by incorporating the zipper as the mouth and using wool fabric. Love it!

My marketing guides will tell you everything you need to do to successfully sell online, including how to create products the market wants. The early reviews have been great! Click here for more information.

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by Attention Getting Marketing on February 14, 2013  •  Permalink
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Posted by Attention Getting Marketing on February 14, 2013

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Storenvy, Another Player in the Online Marketplace

by G.B. Oliver

You know Etsy, Artfire, Lilyshop, Fab, but do you know Storenvy?

Storenvy touts itself as the only store builder and marketplace in one. They allow merchants to create an online storefront, for free, and then uses their social marketplace to reach customers. It is hoping to be the Tumblr for e-commerce.

Storenvy started in 2008, and in the last two years has grown from 2,800 stores to over 30,000.

Online Sellers Can Get a Customized Storefront for Free at Storenvy

Online Sellers Can Get a Customized Storefront for Free at Storenvy

The Facts about Storenvy:

  • Free – no listing fees, no commissions on sales, no monthly fees (however, on the site they talk about introducing a “Market Revenue Share” in the future, so not sure what that entails).
  • Independence – Here you can have a customized Storefront as well as a Storenvy store, so you have more control over the look and feel of your store.
  • Community – The Storenvy community promotes your products by “envying” them or buying them.
  • Promotion – Products appear on the front page in real-time based on their popularity (“Envys” and purchases).
  • Email Promotion – Storenvy emails their customers regularly with picks based on their likes, previous purchases, etc.
  • Connected – Storefronts include direct hyperlinks to a seller’s website, Pinterest, Wanelo, Tumblr, Facebook and Twitter pages.
  • Social Media – The Storenvy Facebook app gives merchants a free store on their Facebook page.
  • Followers – People can become a “Watcher” of your store. Basically this means they will get instant updates when you add new things to your store.
  • Extras – For $4.99 you can secure your own domain name, and there are fees such as $2.99 to use discount codes, but they do promote your discounts for you.
  • One Checkout – Customers can buy from a variety of stores on the Marketplace and they all appear in one shopping cart and one checkout.

As the online marketplace continues to be a billion dollar one, you will see more players and eventually it will shake out who stays and who goes. But, as as online seller, you have a lot of options!

Whatever marketplace you choose, you still have to promote!… My new guides that will tell you everything you need to do to successfully sell online, whether you are established or just starting out. The early reviews have been great! Click here for more information.

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

http://attention-getting.com/2013/02/11/storenvy-another-player-in-the-online-marketplace/

Examples of Product Copy That Sells –Williams-Sonoma

by G.B. Oliver

When ever I come across effective product copy, I have to share. It is a skill, but if you can tell your product’s benefits, create a need and convince the reader to buy, all in just a few sentences, you’ve done your job. Williams-Sonoma is great at doing all of these things, so I thought I would show you a few examples from their website.

Carving Board at Williams-Sonoma

Carving Board at Williams-Sonoma

Monogrammed Carving Board

Personalized with one carved initial, our board makes a welcomed gift for your favorite barbecue chef. Handsome enough to double as a serving platter, it’s crafted in Vermont of solid maple. $150

  • Crafted from sustainably harvested North American maple, durable enough to withstand daily use yet gentle on knife edges.
  • Deep perimeter well collects flavorful juices.
  • Integral handles make the board easy to lift and carry.
  • Doubles as an impressive presentation piece for turkeys and roasts.
  • Made by the venerable J.K. Adams Co. of Vermont, specialists in finely made wooden kitchen wares.
  • May be monogrammed with a single initial.

Why It Works: First of all, they have positioned it as a Carving board, not a Cutting board. So this is the big strong board you need for carving meat, not some whimpy board for chopping vegetables, and therefore justifies the high price tag. They have sold me on the features of it being solid maple (a strong wood), told me what that perimeter was for (who knew?), given me multiple uses as it doubles as a serving platter, and the fact that it can be monogrammed suddenly turns it into a gift!

Valentine's Day Petit-Fours from Williams-Sonoma

Valentine’s Day Petit-Fours from Williams-Sonoma

Dragon Fly Cakes Valentine’s Day Petit-Fours

An exquisite treat for sharing on Valentine’s Day, our petits-fours are adorned with hand-cut hearts. Prepared for us by Dragonfly Cakes in Sausalito, California, each is hand made with three layers of light, moist sponge cake and three layers of buttercream, topped with a thin layer of marzipan and then draped in chocolate. Delightful with dessert wines, afternoon tea or after-dinner coffee, our assortment includes three flavors: Raspberry: Layered with raspberry jam and raspberry buttercream; Chocolate: Layered with chocolate ganache filling and chocolate buttercream; Vanilla: layered with white chocolate ganache and vanilla buttercream. $45

  • 12 petits fours (4 of each flavor); 10 oz. total.
  • Shipped frozen.
  • Made in USA.
  • A Williams-Sonoma exclusive

Why It Works: They definitely described in detail what I am going to get taste-wise if I buy these petit-fours. They also remind us they are handmade (better quality), and the different ways to serve them in case we have never had petit-fours before. The words exclusive and exquisite, again, are to justify the higher price. If you’ve noticed that they do repeat features from the main paragraph in the bullet points, it is to cover off the fact that some people will only read the bullets.

Baked Loaf Pan from Williams-Sonoma

Baked Loaf Pan from Williams-Sonoma

Baked Loaf Pan

We partnered with legendary New York sweet shop Baked NYC to create a ceramic pan that turns out perfectly tender quick breads – and goes from oven to table with panache. The stoneware’s dark exterior glaze absorbs heat quickly, and the clay retains its temperature for even baking and a golden finish. $43

  • High-fired stoneware is exceptionally strong and ensures even heating for sweet or savory baking.
  • Safe for oven or microwave use and fits our Breville countertop convection oven.
  • Glazed with a chocolate exterior and a vibrant orange interior.
  • Angled handles offer a steady grip.
  • Will not absorb odors or flavors.
  • Pair with one of our Baked NYC mixes to create a sweet gift.
  • Dishwasher safe.
  • 40-oz. cap.
  • Interior: 8” x 4″ x 2 1/2″ deep; 10″ x 4 1/2″ x 3″ high overall.
  • Made in China.
  • A Williams-Sonoma exclusive.

Why It Works: They have quickly answered any question I could have about a baking pan. The design of this loaf pan was overseen by a legendary bakery, so this is top of the line design. I can serve right from the pan it looks so good. Even I can’t screw up a recipe using this pan due to the clay allowing for even baking and a golden finish. Can I find a better pan out there? And this can also become a gift by simply throwing in one of their bake mixes (nice up-sell of their other products!).

So find the unique value in your products, show how you are the best out there, create a need and get them to buy!

IF YOU ARE NOT MAKING SALES, I can help! My new marketing guides will tell you everything you need to do to successfully sell online, whether you are established or just starting out. The early reviews have been great! Click here for more information.

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by Attention Getting Marketing on February 5, 2013  •  Permalink
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Posted by Attention Getting Marketing on February 5, 2013

http://attention-getting.com/2013/02/05/examples-of-product-copy-that-sells-williams-sonoma/

New Product Ideas for Art Prints and Photography

by G.B. Oliver

Art and photography can be a tough sell these days. Thanks to the online marketplace, it is becoming even more saturated and as a result, prices have dropped. It is a wonder that artists can make any money any more.

But that is when you have to get creative! Just like any product that is in a saturated market, you need to find new ways to repurpose your art for different markets in a manner you don’t feel hurts your artistic integrity.

Everyone has gone in an art museum gift shop and seen Van Gogh’s The Starry Night, among others, repurposed onto umbrellas, note cards, coasters, you name it. Now, I have found a few other unique ways art and photography have been “repurposed” that may inspire the artists out there.
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A Photograph is Actually the Frame

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This frame is based on New York Skyline, an original gelatin silver print by Irving Browning. The photo was put onto brushed aluminum frame and is sold at the Metropolitan Museum of Art. Definitely a cool way to find new life for your art photos.
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Embossing Makeup with Fashion Sketches

Christian_Dior _Tailleur_Bar_Palette
I thought that this eyeshadow palette from Christian Dior, called Tailleur Bar Palette, was such a clever way to reuse vintage fashion art. The make-up is embossed with the iconic New Look sketch by Dior artistic director Rene Gruau done back in 1947. This is a limited edition product (which is already on back order) making it a great collector’s piece.
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Add Some Class to Your Cell Phone
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These iPhone cases were done in collaboration by British mobile phone case company, Proporta and the National Gallery London to bring some iconic museum pieces to cases for iPhones, iPads and other tablet and readers cases. A little more classier than rhinestones.
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Wear Your Art 
02072013082749
These leather booties, from Free People, gets their design from a great abstract print. We’ve seen art on silk scarves and tees, but now it go even be worn on the feet!
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So all you artists out there, do not get discouraged if your work is not selling. Instead, try to find new, exciting ways to bring it to customers. See more ideas for new product ideas for art prints and photography at my Pinterest board.

Have You Heard About My New Marketing Ebooks?

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“Best buy ever!” . . “Cannot recommend this enough!” . .  ”You will not be disappointed!” . . “Incredible!” –  just some of the customer reviews of my new ebooks, Small Business Marketing Ideas That Work!, available at my Etsy shop.

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by Attention Getting Marketing on February 5, 2013  •  Permalink
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Posted by Attention Getting Marketing on February 5, 2013

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How Getting People To Ask You a Question Increases the Chance of a Sale

by G.B. Oliver

Have you heard the phrase “Engaging Your Customers?” The feeling is that once you make some sort of personal contact with a potential customer, the greater chance you have of selling to them. That is much easier when you are selling face to face, so how do you engage someone when you are selling online?

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Encourage People to Ask You a Question

Social media pundits will always say engage your audience by asking them a question. My theory is a little different. Engage potential customers by getting them to ask you a question.

The other day I was looking at the product copy of an online seller. For each of her products she had written a very long, detailed description. So detailed, in fact, that she answered every question I could possibly have if I had decided to read everything she wrote. So absolutely no reason for me to contact her unless I was going to buy. Now, this, in my opinion, is kind of a mistake.

Sometimes, not giving all the information, leaves the door open for communication. But you have to ask for it. Simply state, “If I have forgotten any details you need to know, please feel free to contact me (no obligation, I answer questions all the time!)”. When they do contact you, here is your opportunity to make the sale and close the deal with a friendly, helpful conversation similar to face to face selling.

Why do you think real estate agents never put the price of a house on the For Sale sign? So you’ll call them and ask.

Now, it can be time consuming answering people’s questions, but if you are just starting out and need those initial sales, it is a good way to get them.

Questions Help Create a Dialogue

When you answer a question, your customers can see that you are a real person that does exist and not just some online entity. Plus, it proves you know what you are talking about, which assures them that you are not just getting all your information from somewhere else. Plus, if you get back to them right away, they will see that you are serious about your customers.

So try to get your visitors to ask you a question, that will open up a dialogue, that can lead to a sale.

By the way, feel free to ask me a question at attentiongetting {at} gmail.com, but you can always get my very best marketing advice (I don’t put all my secrets on my blog!) in my new marketing guides that will tell you EVERYTHING you need to do to successfully sell online, whether you are established or just starting out. Click here for more information.

My Marketing Ebooks

My Marketing Ebooks

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by Attention Getting Marketing on February 1, 2013  •  Permalink
Posted in Home, Marketing 101
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Posted by Attention Getting Marketing on February 1, 2013

http://attention-getting.com/2013/02/01/how-getting-people-to-ask-you-a-question-increases-the-chance-of-a-sale/

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.

hands_silhouettes

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

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 23, 2013  •  Permalink
Posted in Home, Marketing 101
Tagged , , , , , , , , , , , , , ,

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.

Chicago-Tribune-Newspaper-350x220

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.

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 21, 2013  •  Permalink
Posted in Getting Publicity, Home
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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.

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 18, 2013  •  Permalink
Posted in Home, Marketing 101
Tagged , , , , , , , , , , , , , , , , ,

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

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 15, 2013  •  Permalink
Posted in Home, Marketing 101
Tagged , , , , , , , , , , , , , , ,

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/

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