Online Products Don't Sell Themselves


Of course, we all know this, don't we? Yet there is a multi-million dollar industry based on DIY marketing that somehow makes us forget this VERY IMPORTANT aspect of our business strategies. Or perhaps it makes us feel overconfident in our abilities to both sell and market our own products.

Being reminded of the work involved to prepare, and then sell and market an online product was my biggest takeaway (of many) from the day I spent with Frances Leary this week. I knew it, now I feel it... a refreshing dose of reality.

So, even though I'm capable of doing much of the "work" part of my project, I'm paying for expert help so I can stop talking about it and get it done.

Can I contain my inner control freak enough to let this happen? I'm determined.

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

How to Make Smart Marketing Decisions

Image
Small business owners can spend a lot of time and money on marketing initiatives. Sometimes we're successful and sometimes not so much. I think of marketing as an experiment because - really - there are no magic bullets. There are best practices, there is good and bad advice, there are lots of experts and gurus. But we, the business owners, have to make the final decisions and... live with the results. Marketing isn't cheap (even if it's our own time) and poor decision-making can hurt more than our wallets - our reputation may also be at risk. So, how do we make decisions about things we have little experience with? How can we possibly know what all of our options might be when it comes to getting a new website? Or knowing which social media platforms will work best? Or building a content strategy? We can't... unless we put some extra effort into it. Step #1: Clearly identify the decision that needs to be made. Sometimes it'll be staring you in the face ...
Keep reading »

Storage for Great Ideas - Back of Book (BOB)

Image
Do you often flip to the back page of your notebook to jot down content ideas ? If not, start! When I'm teaching small business classes about online marketing, I insist they start a page in the back of their notebooks for jotting down ideas for blog or social media posts. This page will extend beyond one, but it's the start of something great. BOB (for back of book) becomes a new friend... your idea catcher . When you are looking for something to write about or post, check your BOB for ideas. Click to Tweet this Article
Keep reading »

Your Reader's Experience

Image
“...at some point along the way, gathering and managing their subscribers' info became more important than their subscribers' experience.”   I made that statement a year ago in response to an article that Danielle wrote explaining her troubles when trying to unsubscribe from Air Canada’s newsletter . Don’t let this happen to you. While your newsletter is your marketing tool, your readers don’t care about that. They don’t care about your processes. They don’t care how much work goes into your newsletter. And they don’t care how successful it is. They only care about the value you’re providing... if you’re lucky enough to get their attention. "Build it and they will come."   Don’t hold your breath while waiting. photo by CarolBEE_blogger Put yourself in your potential subscriber’s shoes. How often do you sign up for newsletters? What triggers you to do that? How do you feel when you’re expected to do extra work? Do you give up? Getting new subscribers ...
Keep reading »

Small Business Decision Making 101

Image
Simple is powerful... and a recent tough decision reminded me of that. I'd been sitting on the fence for about 2 weeks with a marketing project half completed. I couldn't decide whether to keep going or to stay with Plan A - and so, I wasn't accomplishing anything. I had an investment in time and money that was just sitting, doing nothing for me. Talking the problem through with someone seemed like the best idea and I finally pinned down the right opportunity with the right person. The night before we were to chat, I decided I'd better make some notes so I could present my problem in an organized way. I grabbed a sheet of paper, drew a line up the middle, and labelled the halves PROS and CONS. Within 5 minutes I had put my finger on my "sticking point" - the biggest CON. After a little research and math, I made my decision. No discussion needed. When I put my pen to paper, all the conflicting pieces of the problem suddenly became clear - instead of sw...
Keep reading »

23 Things to Put in Your Small Business Newsletter

Image
All the experts know that email is still king. If you're starting an enewsletter for your small business, figuring out what content you want to put in it might be one of your first challenges. Here's a quick rundown of a variety of different content sections you might include... but don't use them all at once! Articles by you, including blog posts Articles by others , or links to articles by others Quizzes, surveys How-to’s , tips and tricks, useful tools , resources FAQs - Did you know…? – fast facts, interesting tidbits Book reviews , other types of reviews Interviews Case studies, client showcase What’s new…? – of local/industry interest Testimonial(s) Product spotlights Staff/team spotlights Quotes Current and future promotions and sales Promotions for others (with caution) Events Content that might stay the same each issue (but don't ignore it): Website link Social media links Contact info and links Google map (link) Photo of you/staff/t...
Keep reading »

Basic Set-up for a Lead Magnet

Image
Recently several small business owners have asked me about how to set up a lead magnet to encourage more subscriptions to their newsletter . Here are instructions for you DIYers. First, prepare your lead magnet - the thing that you're giving away. It should be something of value to your target market. Next, you'll prepare two pages on your website: a landing page where people can sign up for your newsletter (this may or may not be on your website menu) a redirect page ("Thanks for signing up" page) where people will receive your lead magnet (this should not be on your menu and you'll want to discourage search engines from finding this page) Let's do your redirect page first. Create the page and name it something like 'thanks' or 'download' or... it doesn't really matter what you call it. If you're using WordPress, you can set it to discourage search engines. On this page, you'll place the item you're giving away. It might be...
Keep reading »

Guest Post: 10 Ways to Figure out What to Write on Your Blog When You Don’t Know What to Write on Your Blog

Image
Frances Leary When I saw this blog post by Frances Leary, I immediately asked her if I could share it with you. Frances is owner of Wired Flare , specializing in SEO, Internet Marketing & Social Media for franchises and organizations in Canada, the U.S. and Europe. While she's blogging about blogging, all of these tips below work for newsletters as well... We've all been there. Complete brain freeze.  The only problem? You need, need, need to get this blog article out STAT. You've already pushed it to the last minute, and you’re down to the wire. It simply can’t wait.  So you’re in a predicament. What do you do?  Truth be told, we often find ourselves in this predicament, and when we’re in it, these are some of the things we do…hopefully they can be a starting place for you, too. Tell a success story – Think of moments big or small that have happened in your business recently that can be a celebration. Did a client give you a pat on the back? Can you gi...
Keep reading »

Being a Rebel (Book Review)

Image
Interesting and frustrating. Those are the two best words to describe my reaction to Rebel's Guide to Email Marketing by DJ Wadlow and Jason Falls. The book was interesting because it was well-researched and full of case studies and examples. It explains a lot of aspects of email marketing in great detail. In particular, the authors do a good job of describing how email and social media work so well together - calling them Batman (email) and Robin (social media). Their definitions of social connecting, social sharing, and other social terms cover the basics but they fall a bit short of offering unique ideas about combining the two. The book was frustrating because it was about email marketing in general and I specialize in enewsletters. I kept thinking, "But that's not true for newsletters" or "I wouldn't do that." Much of the information referred to promotional marketing rather than content marketing . While some things hold true for both, ther...
Keep reading »

If Efficiency is Your Goal, You'll Want These Tools

Image
“You’re assuming efficiency is my goal,” my good friend replied one day when I suggested a better way (to me) of doing something. Oddly, I might be inclined to say that about some parts of my own work (just not whatever it was we were discussing at the time). This is not a story about the dangers of assuming (although that could be another article). This time I want to dish out some advice about how to be more efficient (since Danielle doesn’t want to hear it). I’ve written before about my essential small business tools ( Part 1 and Part 2 ) but these ones below are especially important to my productivity . FreshBooks (aff) Immediately upon implementing FreshBooks, I saw an improvement in outstanding accounts receivable. Reminders are automated and I rarely have to follow up with anyone myself. No more wondering, "Did I already remind that client?" Canva I've been using graphics applications for over 20 years - for fun and work. Nothing beats Canva's ...
Keep reading »

How to Start Building Your First Email List

Image
Like many things, list building seems pretty straight-forward... until you start. You may expect it to be tedious work of copy/pasting and spreadsheets and looking things up online. Yes, it likely involves some of that but I get asked a lot of questions about who and how . Who can you add to your business email list?  If you sell to consumers , you will need to request express consent to add contacts to your list who have not done business with you. If you sell to business people , you can benefit from implied consent to build your initial list. There are three key requirements for implied consent: 1. The contact’s email address has been 'published conspicuously' and has no disclaimer that they do not accept commercial electronic messages. 2. The message you are sending is relevant to their job at the company they work for. (Example: You can email a university professor to sell her textbooks, but not clothes.) 3. There is an unsubscribe mechanism so the recipien...
Keep reading »