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How to Price Your Products to Appeal to the Gift Market

May 13, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

I often see people offering $20 necklaces for Mother’s Day and I sort of cringe. Now, I would expect a $20 necklace from my 13 year-old son for Mother’s Day, but I’m not going to buy a $20 necklace for my mother, it just feels too cheap. I realize some people are on tight budgets, but gifts take on a life of their own as everyone has a price point they feel is appropriate. If you are positioning an item as a potential gift, you may want to know some stats about the average prices people spend, so you are pricing your products for the correct gift giver.

Grad Gift Pricing

The National Retail Federation said that college graduation gifts hit a new high last year to an average price of $102.50. Now, this price is a range covering parents, grandparents, aunts, uncles, etc., and you can safely assume that parents will spend the most.

Valentine’s Day Gift Pricing

The National Retail Federation also indicated that the average price spent on a Valentine’s gift in 2015 was $146.84, and that men tend to spend more on the gift than women do.

Wedding Gift Pricing

Again, I often see $25 products being positioned as a wedding gift and I think no way. According to American Express people will spend $179 on a close family member’s wedding gift, $119 on a close friend’s, $114 on a relative’s, $79 on a friend’s, and $66 on a coworker’s for an average of $108.

Anniversary Gift Pricing

Now, what about anniversary gifts? According to research done by the Daily Mail, couples spend on average $170 on the first anniversary, $173 on the 10^th anniversary, $242 on the 25^th anniversary and $208 on the 40^th anniversary. Again, this is couples buying for each other, not children buying for parents.

Baby Shower Gift Pricing

The consensus at the blog, Baby Center suggests that the average amount spent on a baby shower gift is $20 to $25 for a co-worker or acquaintance, $50 for a close friend, or $100 for a best friend or family member (or a group gift).

Kids Birthday Party Gift Pricing

According to Learnvest, most people spend $10 to $20 on gifts for regular classmates but $20 to $25 for your child’s closest friends (at the elementary school level).

Teacher Gift Pricing

The price spent on a teacher’s gift does vary according to a person’s budgets, but Parenting magazine says the range for teacher’s gifts is $20 to $75.

This why many people avoid trying to target an individual or occasion altogether and will simply have shop categories entitled: Gifts $10 to $25, Gifts $25 to $50, Gifts $50+ and so forth.

A Real World Pricing Example

I wanted to buy a birthstone necklace for my 16 year-old daughter’s birthday and price was one factor I searched on. I wasn’t even considering any necklace under $50 because it didn’t feel special enough for a 16^th birthday. I also didn’t want to go too much over $125 because she is only 16. Therefore, this became my search: “birthstone necklaces $50 to $125″. These are things you need to think about this when targeting a specific gift giver.

Trending This Week

May 13 – #NationalApplePieDay, #Fridaythe13th
May 14 – #SaturdayWellSpent
May 15 – #NBAPlayoffs
May 16 – #NationalLoveATreeDay, #MondayBlogs
May 17 – #TuesdayTip
May 18 – #WednesdayAfternoons
May 19 – #NationalDevilsFoodCakeDay, #ThursdayThoughts

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How to Create a Need for Your Products

May 3, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

Are you effectively creating a need for your products and/or services? A good rule of thumb is to always think who, what, when, where, how, why. So who would need your product, what would they use it for, when would they use it, where would they use it, how would they use it and why would they use it.

Below are two product copy examples that I will enhance, in order to create the need.

Home Product Copy Example

Take a look at this description from ModCloth (who writes product copy really well) for this 5′ x 6′ beach wall tapestry:

Put your longing for the wash of waves at ease with this oceanic tapestry by Lisa Argyropoulos for DENY Designs. Crystalline water sparkles under a beautifully clouded sky, bringing beachy beauty – and the carefree feeling that comes along with it – to your decor!

Now this is great for capturing the feeling of the product and creating desire. But remember, people don’t just buy products because they like them, they buy because they need them, so you need to create a need. Therefore, I would simply add a closing line that helps the reader visualize how they would use the product, hence identifying a need.

Therefore, I would add this as the last line:

Perfect for apartment dwellers, creating a focal wall or even as a very serene headboard.

As you can see, I gave three potential uses for the item. Even if one of these isn’t your particular need, chances are it could spark one you do have. Buyers can get gun-shy after they buy clothing items they never wear, a decor item they just couldn’t make fit, etc. So you want to ease the purchase decision by giving them ideas in advance.

Jewelry Product Copy Example

Urban Outfitters is another online store that writes copy really well. Here is their description for a black choker:

Our must-have styling tip this season is a wide banded choker necklace and this iteration is essential. Chic choker in a sultry gauzy chiffon complete with a lobster clasp closure + extender chain in an antique distressed finish.

So this is effective in that it quickly tells you this is a hot trend and stylishly describes the features. However, not everyone is fashion savvy.

Therefore I would add this line at the end:

This versatile choker looks great layered with other necklaces or on its own with everything from a little black dress to a t-shirt and jeans.

It is also only $22, so another approach would be to say:

An inexpensive way to instantly update your summer wardrobe with one of the hottest trends.

As you can see, when you create both the desire and the need, you are more likely to get a sale.

Hire Me

Need help with your product descriptions? I have been writing marketing and advertising copy for 20 years, so just email me at attentiongetting@gmail.com for a FREE, no obligation quote on your writing project.

Congratulations!

A quick shout out to one of my customers, Design by Gam, whose bracelets were featured last week on PeopleStyleWatch. I love Gam’s message to me – which will help all of you – of how I always told her that she needed at least one of her product shots on a white background in order to get chosen for editorial such as this, and it worked!

Trending This Week

May 3 – #TuesdayThoughts, #TeacherAppreciationDay
May 4 – #StarWarsDay, #WednesdayWisdom
May 5 – #ThursdayFeeling, #CincoDeMayo
May 6 – #NBAPlayoffs, #NationalBeverageDay
May 7 – #SaturdayKitchen, #NBAPlayoffs, #KentuckyDerby
May 8 – #SundayBrunch, #CoconutCreamPieDay, #MothersDay
May 9 – #MondayMotivation

My Best Tips for Finding Ideas for New Products

April 26, 2016 / Gail Oliver, Online Small Business Consultant

Today I thought I would give a couple of my best tips for finding ideas for new products.

If you find that you are running out of inspiration for new products, a good way is to always look at products that are currently popular, selling well and hot and trending.

But the goal is not to just jump on the bandwagon but instead turn it into a new opportunity.

So here are two examples where this can work for new product ideas.

Give a Current Trend a New Twist

For example, monogram jewelry has been a hot seller for the last few years.

Therefore, instead of doing the same round disc-style, hand stamped monogram necklaces that everyone is doing, retailer Anthropologie (who is always a trend setter) came out with an oversized initial letter necklace with the letter turned on its side (as you can see on the right).

It was a brilliant way to give this popular item a new look and feel.

Borrow a Trend That Has Been Popular with Another Product

Sometimes you will see a popular trend in a product category that is completely different from yours, but is it something that would work for what you sell?

I am sure you have seen quotes and cute sayings on everything from t-shirts to pillows to tote bags, so why not swimsuits, like this one from Bando.

Again, it is another way to capitalize on a hot Instagram-worthy trend just in time for summer.

Exploit the Flaws in Top Selling Products

I have mentioned before how valuable it is to read reviews on Amazon. Nothing beats customer feedback, even if it is not your own customers.

So go over to Amazon and check out their top-selling products in your product category. Then read the one and two-star reviews. Take note of what people said the product lacked and/or didn’t do or they just didn’t like. This opens up opportunities for you to add these elements into your own products.

About Me

Do you need your Brand Story written or an SEO-Optimized Blog Post or a Personalized Business Consultation? As a 20+ year marketing professional and small business consultant, all of my services are super affordable.

I have consulted for thousands of small businesses since 2012, and my advice has been featured in the NY Times, Success Magazine, Yahoo Business, American Express, Big Commerce, Business2Community to name a few – so this is professional advice you can trust! B

My Publicity Pitch service has also gotten my clients featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride,– just to name a few.

Avoid These Product Copy Mistakes

April 19, 2016 / Gail Oliver, Online Small Business Consultant

Avoid these product copy mistakes!

One product copy mistake that I see online shops making over and over again is really long, overly complicated descriptions. The standard format that most online shops adhere to (and that Google likes) is an opening paragraph that is descriptive, enticing and creates a need followed by bullet points highlighting the main features (the exception being Etsy, who doesn’t support bullet points).

You do not need 10 paragraphs to describe a $40 necklace. Now, I don’t mind a bit of a back story about the motivation behind the product, but don’t go on and on trying too hard to get the sale or use overly descriptive, flowery language that makes the reader roll their eyes.

Here is a good example of product copy that gets right to the point:

‘I Love Mom’ Pearl Pendant Necklace

An elegant freshwater pearl illuminates a delicate, handcrafted pendant necklace designed to celebrate the special bond between you and your mother. Surprise her with this meaningful, wear-with-everything style to make this Mother’s Day one to remember.

18″ length.
Lobster clasp closure.
Pearl size: 8 mm.
Sterling silver/freshwater pearl.
Handcrafted in the USA.
Item ships in a gift box.

This is a perfect description for a $40 necklace. I don’t need to know the history of the freshwater pearl or how the pearl was cultivated or how this necklace is going to make me feel when I give it to my mother. Sometimes it is better to K-I-S-S.

I also really detest how most shops write their listing titles on Etsy (Amazon is guilty of this as well) starting with these endless strings of keywords that don’t even make sense. It is a poor attempt to keyword stuff and it doesn’t work.

Simply state what the product is with a few descriptive keywords as in the example above, otherwise you are just confusing the customer. Remember, you are trying to establish a brand and you want to protect it with a professional, clear descriptive product title, not a mishmash of keywords.

By the way, I do offer a product description writing service.

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My Marketing Tips for the Week of April 12th – Shop Sections Edition

April 12, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

My marketing tips for this week are focusing on the individual sections of your online shop as they are very important for SEO. However, sometimes it helps to experiment with one or two in terms of customer buying behaviors, to see if it can convert more traffic into sales. Here are some ideas.

Shop Sections That Create Interest

People like to buy items based on what they think other people are buying, so try this little trick. Add a shop category that is entitled, “Back by Demand” and see how it does for you. Put popular items in here that do sell well for you, but now the perception is that they were so popular they sold out. This alone might make people more inclined to buy and buy right away.

Shop Sections Based on Price

Instead of a “Sale” shop category, why not really pull customers in by clearly specifying what the low price is. Therefore, categories such as, “Jewelry Under $25“, “100 Under $20“, and so forth. Another option is to use the word “Outlet” instead of “Sale” as this really gives the perception of a deep discount.

Shop Sections That Sell More Products at Once

Bauble Bar has a shop category called “Build a Layered Necklace“. This is really quite ingenious as it helps to up-sell more of their products at one time. First, they have you choose from a short necklace, then you choose a medium necklace and finally a long necklace – creating a very easy way to ensure that you get this popular look without fail. Plus, they give you a discount for buying all three. You can do something similar by creating a shop category of items that all work together and offer a discount for buying two or more items from this category.

Shop Sections Based on Events

I have mentioned this many times in my Marketing Ideas E-books that you can take advantage of popular buying seasons with your shop categories. Create temporary categories such as, “The Mother’s Day Shop”, “Festival Bags“, “Spring Refresh”, “Derby Day Style”, “Summer Scents”, etc.

Trending This Week

April 12 – #NationalGrilledCheese Day
April 13 – #NationalScrabbleDay
April 14 – #ThursdayThoughts
April 15 – #Coachella, #WorldArtDay, #NationalTaxDay
April 16 – #satchat
April 17 – #SundayBrunch
April 18 – #MotivationMonday, #BostonMarathon

Big Events in May: Cinco de Mayo, Mother’s Day, Memorial Day, Victoria Day (Canada), the Kentucky Derby, the French Open, Star Wars Day, college graduations and high school proms.

My Quick Fix is perfect for those of you on a tight budget. With my Quick Fix ($25), I will examine your online shop and identify 3 things you need to do/change/fix to drive more traffic and get more sales. If you would like a more extensive evaluation with detailed, step by step recommendations, then check out my Online Shop Critique ($129).

April 5, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

Happy National Deep Dish Pizza Day! There really is a national day for everything, isn’t there? Here are some other marketing tips you may find helpful for your online shop.

Product Photos

One tip I always give in my Marketing Ebooks is that when shooting your products be sure to show their purpose. In other words, don’t just show a bowl, show a bowl full of something so that potential customers immediately get a purpose for the bowl. Don’t just show a bracelet, show the bracelet on a model or with other bracelets of yours (to upsell more) or with outfit ideas, and so forth. Customers are more likely to look at photos than read the copy, so use your photos to put these “reasons to buy” in their head.

Drunk Online Shopping

Have you heard about “Sip and Click? A new report from Lyst (an e-commerce site) shows a huge spike in women’s online shopping habits late on Friday evenings resulting in 48 percent more orders Saturday at 2 a.m. when compared to Monday night sales. It seems that after 1 a.m., the dollar value of the order goes up 40 percent compared to that same time on a Monday night. The feeling is this spike is due to women going online after having a few drinks and, as such, have more “relaxed” shopping habits. Now, I am not saying to take advantage of these women, but it is good to know that late into Friday evenings a lot of women (not all drunk) are online shopping so you may want to tailor your social media postings for these times.

Social Media Demographics

Who are you trying to reach on social media? According to a new report from Social Media Today, if you want to reach the 18 to 24 age group, SnapChat should be your number one social site as it completely dominates this segment. 25 to 34-year olds rank Instagram as #1, ages 35 to 44 favor Pinterest, for 45 to 54 it is LinkedIN, and for 55+ it is Facebook.

Sales Conversion Rates

While time spent on mobile continues to exceed time spent on desktop (67% vs 21%) according to the Social Media Today report above, a new report from Monetate shows that sales conversion of people shopping online via desktop is 3 times what it is on mobile. In the last quarter of 2015, online shopping from a desktop had a conversion rate of 4.43% while online shopping from a mobile phone had a sales conversion rate of just 1.53%. So do not eliminate all of your desktop advertising just yet.

Trending This Week

April 5 – #NationalDeepDishPizzaDay, #TuesdayTreat
April 6 – #WednesdayWant
April 7 – #MastersWeek
April 8 – #NationalBeerDay
April 9 – #Caturday, #SaturdaySwag
April 10 – #NationalSiblingsDay
April 11 – #NationalPetDay

BONUS TIP: Be sure to update your email signature with any monthly promotions or Mother’s Day offers if you haven’t already.

New Service!

My Quick Fix is perfect for those of you on a tight budget. With my Quick Fix ($19), I will examine your online shop and identify 3 things you need to do/change/fix to drive more traffic and get more sales. If you would like a more extensive evaluation with detailed, step by step recommendations, then check out my Online Shop Critique ($129).

What to Post to Social Media in February

February 23, 2016 / Gail Oliver, Online Small Business Consultant

February Social Media Post Ideas

Wondering what to post to social media in February to attract more followers and keep your current followers engaged?

Luckily, I have some creative ideas for you to try. These are actually new ones just for this post, but I have many more in my best-selling Social Media Post Ideas for 2024.

What to Post to Social Media in February

February 2nd: Post a funny reel featuring a groundhog and transitioning back and forth from the groundhog with a shadow and without a shadow, with the text “He Did?” “He Didn’t?”.
February 3rd: Post a poll or fill in question asking followers “My favorite gift to get on Valentine’s Day is_______________________”.
February 11th: Post a carousel of all the answers to the top questions people Google every year about the Super Bowl tomorrow, such as: Where is Superbowl 2024? When is Superbowl 2024? What time does the Superbowl start? Who is the half time show? Ask followers to give their prediction of who will win in comments.
February 15th: Give a #shoutout to a favorite podcast that you are #currentlylisteningto and ask followers to list theirs in comments.
February 18th: Post a question asking followers if they can name the 7 types of wine for #DrinkWineDay today. Then give the answers in a second slide or in comments (just so you
CLICK TO DOWNLOAD ON ETSY

know, they are: red, white, rosé, orange, sparkling, dessert and fortified).
February 20th: Post a photo of your pet(s) in a frame of heart emojis for #LoveYourPetDay today.
Get the rest of the posting ideas for the year in my best-selling 365 Social Media Post Ideas for 2024!
Read Some of My Best Ecommerce Success Tips
Get tools that will help your business, including my best-selling 93-page Marketing Plan.
Be sure to also read “7 Marketing Ideas for Valentine’s Day“.

Part of my day is spent doing phone consultations. So if you need creative ideas to drive more traffic and sales to your business, then set up a 30-minute brainstorming phone call with me. I guarantee you’ll leave inspired!

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My Marketing Tips for Online Shops for the Week of January 26th – Pinterest Edition

January 26, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

Good Tuesday everyone (“Good Tuesday” is a phrase that trends big on Twitter on Tuesdays). Here is a quick run down of what you need to think about this week to market and promote your online shop.

Pinterest Trends

Did you know that Pinterest has a board that highlights the top trending searches so far for 2016? Follow it here at PinPicks: Ideas to Try in 2016. It is a great way to get inspiration for new products. Look for a surge in Pinterest searches over the next two weeks for Superbowl Food, Superbowl Snacks, Superbowl Party, Superbowl Desserts and Snack Stadium (look it up) so try and take advantage to draw interest to your shop.

Product Photography Made Easy

I mentioned Creative Market a while back on my blog and I can’t encourage you enough to check them out. One of their best deals has to be their photography layouts. For example, if you sell art or home décor and can’t afford to do a fancy vignette photo shoot, you can simply buy one of theirs and drop your products in. Check out this value pack from We Lived Happily Ever After on Creative Market with 12 stunning mockups for just $30.

Upcoming Opportunities

Historically, searches for graduation gifts gain momentum in March, increase further in April and then peak in May, which can be too late for some online shops. So start sending out emails for grad gifts to your customers starting in mid March (add a graduation cap emoji in the subject line to really get attention), and if you can prep a special product for this year’s graduates, even better.

Searches for everything prom-related (clothing, shoes, beauty, services, etc.) actually peak in February and March, so this is another category you can be promoting now.

Trending This Week

January 27 – National Chocolate Cake Day
January 28 – National Have Fun at Work Day
January 28 – #republicandebate
January 29 – National Puzzle Day
January 30 & 31 – NHL All-Star Game
January 31 – National Backward Day
January 31 – Grease: Live! on Fox
February 1 – National Freedom Day (from slavery)
February 1 – #TheBachelor
February 2 – Groundhog Day

Get My EXCLUSIVE Pinterest Tip!

I have discovered a secret about Pinterest that will get your pins seen by more Pinterest users, get more of your pins shared and drive more traffic to your shop. Simply follow me on Facebook and share this post with your followers, then email me at attentiongetting@gmail.com when you have and I will let you in on the secret!

My Marketing Tips for Your Online Shop for the Week of January 19th – Spring Publicity Edition

January 19, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

January is in full swing, so what opportunities are there for driving traffic to your online shop this week?

PR Opportunities

You need to always be pitching story ideas to the media, and since blogs work about one to two months in advance, some editorial topics they may be working on include:

Superbowl parties
Mardi Gras celebrations
Fashion Week trends
Valentine’s Day gift ideas
Spring break fashion
Spring vacation ideas

Magazines work on lead times of 4 to 5 months, so that means right now they are cultivating editorial for May issues, such as:

Mother’s Day gift ideas
Spring decorating
Spring fashion
Spring entertaining
Spring organization
Summer vacation ideas
Memorial Day entertaining
Gardening ideas
Outdoor living decor

Trending This Week

Try to post images, quotes or comments on social media for the following pop culture events this week:

January 19 – National Popcorn Day
January 19 to 31 – Australian Open Tennis
January 20 – National Cheese Lover’s Day
January 21 – National Hugging Day
January 21 – Get to Know Your Customers Day
January 22 – National Pie Day
January 23 – New zodiac sign starts for Aquarius
January 24 – NFL Playoffs
January 24 – National Peanut Butter Day
January 25 – National Opposite Day

Hot Hashtags

Every day new trending hashtags tend to pop up that people are searching on, so take advantage when posting on social media of these ones:

#FrantasticMonday
#MondayMotivation
#TuesdayTips
#ThursdayHumour
#SaturdayReads
#SundaySips

Advertising

Are you running Facebook ads? If so, schedule them only to run on the most popular times on Facebook, such as noon on weekends (EST), 3 to 4 pm on Wednesdays and 1 pm to 4 pm Thursdays and Fridays. It will save you some money and you might get better results. Remember to select desktop newsfeed, mobile newsfeed and Instagram ads if you have an Instagram account.

Be sure to follow me on Facebook, Twitter and Pinterest for more tips and advice.

3 Marketing Resolutions for 2016 If You Sell Online

January 6, 2016 / Gail Oliver, Online Small Business Consultant

by Gail Oliver, Online Marketing Consultant

Happy New Year!

The start of a new year is always a good time to reevaluate how your online business did last year and what changes you need to make.

One of the most common issues I find with a lot of small business owners is the hesitation to invest in the marketing and promotion of your business. The honest truth is, you do have to spend money to make money, and there is only so much you can do for free before sales peak and then flatline.

There is also hesitation to try something new. Even if things are not working, people will still continue to employ the same marketing tactics. Remember, the definition of insanity is doing the same thing over and over again and expecting different results. Don’t fall into that trap.

Therefore, if there are 3 things I can recommend to you that will make a difference in the success of your online business in 2016, they are as follows:

1. Advertise

Advertising is still the most effective way to drive buyers to your shop, but not all mediums are effective for everyone. I would definitely recommended starting with Google Adwords/ Sponsored Ads. They are affordable as you set the budget, and you can cancel at anytime. I have personally seen that small independent shops who ran Google ads did appear on the first page of results and did have excellent sales as a result.

But if Google is still not for your budget, there are also Facebook, Instagram and Pinterest ads, running ads on popular blogs, as well as print ads in your local media.

2. Sell Other Places

Again, one sales site should never account for 100% of your business, because if it goes down, your business goes down. On my Facebook page today I just posted a news release from Amazon stating that they sold over 23 million items on Cyber Monday, showing how they continue to dominate the e-commerce space. Now, Amazon does take a higher percentage, but you have to weigh that against a potentially higher sales volume. My point is, they aren’t going anywhere so maybe it is time to give them a try.

I also recommended Gumroad a little while back if you wish to sell right from your blog or website. Very affordable and easy to use, so why not?

While retail does appear to be suffering, the big chains like Wal-mart and Target are still doing great retail sales, and both have programs for indie shops to sell their wares in local stores (not nationwide). Plus, after seeing Amazon’s domination online, don’t be surprised if they both beef up their e-commerce sites and start offering “handmade” or “indie” marketplaces.

3. Innovate

I have always said that if you really want to get publicity for your business, it helps to come up with one product that is strictly for PR purposes, much like Victoria’s Secret Million Dollar Fantasy Bra (only one available each year, and it never seems to sell). Lately, I have been telling a lot of my clients that they need to think of how they can capitalize on the summer Olympics coming up in Brazil this August. Whether it is a product that celebrates patriotic pride or one that highlights Brazil’s culture or a popular summer sport, editors of magazines, blogs and newspaper will be hungry for all types of Olympic-related content starting as early as May.

As always, I appreciate it when you share my content and blog with others, so please use the sharing icons below and leave me your comments as well. Thanks for reading! Gail

Grad Gift Pricing

Valentine’s Day Gift Pricing

Wedding Gift Pricing

Anniversary Gift Pricing

Baby Shower Gift Pricing

Kids Birthday Party Gift Pricing

Teacher Gift Pricing

A Real World Pricing Example

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Home Product Copy Example

Jewelry Product Copy Example

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Give a Current Trend a New Twist

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Shop Sections That Create Interest

Shop Sections Based on Price

Shop Sections That Sell More Products at Once

Shop Sections Based on Events

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Product Photos

Drunk Online Shopping

Social Media Demographics

Sales Conversion Rates

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New Service!

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What to Post to Social Media in February

More Social Media Articles

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Pinterest Trends

Product Photography Made Easy

Upcoming Opportunities

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1. Advertise

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