About Jodi Kaplan

Niche Marketing Strategy from Antiques Roadshow

Posted on April 8, 2010 by Jodi Kaplan

A friend has a large collection of campaign buttons, dating back to William Henry Harrison (US president for only 31 days in 1841).

When Antiques Roadshow came to town, she eagerly brought some of her collection in for appraisal, hoping to be told her treasured buttons were worth lots of money.

It turns out that they weren’t.

Why didn’t this work?

Because collectors want something very particular. Not all campaign buttons, but campaign buttons for Republicans from Pennsylvania. Or, buttons from Barack Obama’s campaign for president.

If you’re an Obama guy, Clinton buttons won’t do. Certainly not George W. Bush buttons.

Her selection was too broad to interest avid collectors who want one thing and one thing only, and will buy anything and everything that fits that particular niche.

How does this apply to marketing?

Be specific

Try aiming your marketing and your services toward your own niche collectors: the people who want exactly what you do (accountants who need web sites, dry cleaners who want flyers designed, or musicians who want web videos).

Build anticipation

People are drawn to Antiques Roadshow by the possibility of finding great riches from something they bought at a yard sale for $5. Give out little snippets about what you’re up to. Make people curious.

Demonstrate success

Show other people succeeding after following your advice or using your services. Include testimonials and case studies. Make a video or two showing happy clients.

Fill a void

I came across someone who collects old Burry’s cookie boxes (a company that went out of business years ago). To a cookie box collector, the price doesn’t matter. What does matter is filling any possible hole in his collection, or finding something extraordinarily rare that other collectors can’t get. That’s not just the joy of acquisition, it’s the joy of exclusivity.

Give people something they can’t get elsewhere; such as a project progress dashboard, or blog posts from videos.

What do you think? Is there something you’re doing that nobody else does? What is it? Share your story.

How to Find Your Ideal Client by Going Fishing

Posted on April 7, 2010 by Jodi Kaplan

Image compliments of chefrandan

Is your marketing going fishing? Not real fish, though this one is a lovely example (done on a computer).

I mean fishing for ideal clients. It turns out that marketing, and finding your ideal customers, has quite a lot in common with fishing.

Don’t try to please everybody

One of the hardest lessons for many solopreneurs (and even bigger companies) to learn is to not try to please everyone, only your own school of fish.

Apple doesn’t care what “everybody” thinks. Some people love the iPad. Some don’t care. Others hate it. Apple focuses only on the first group – and it’s a big enough tribe that they sold $150,000,000 worth of iPads in one day.

They know how to find a niche market, determine what they want, and how to deliver it.

Focus only on your “fish”

Before you can sell anything, you need to know what your ideal client “fish” look like, what information they need, and how you can help them get it.

Are they big fish (companies)? Small fish (solopreneurs)? Are they older fish (established businesses) or newly-hatched fry (baby fish)? Knowing this will tell you more about how to reach them, who to talk to, and how much they can afford to spend on your products or services. For example, bigger companies have more resources, but are also likely to be more bureaucratic.

Where are they?

Where do they swim? In lakes? Or the ocean? Or are they in rivers? Apply this same principle to the clients you want to reach. Where are they? Locally? Nationally? Internationally?

What meetings or industry events do they regularly attend? What industry magazines do they read?

This also applies, by the way, to their online presence. Which social networks do they use (if any)? What forums are they active in? What industry sites to they comment on? Or do they own one, where you can comment?

What do they want?

Actual fish want to know what’s for dinner and where to find it…the best sources for smaller fish, or plants, or flies.

Your clients probably don’t eat flies (at least I hope not), but they will want to know how to get their contract employees’ tax files processed. Or how to set up a blog. Or an ebook on how to get more web site sales.

Have you been able to find a market niche (or your fish)? Want some help figuring it out? Try this free ideal client profile worksheet (just download it, no obligation).

7 Reasons Why People Buy: The Emotional Triggers that Drive Sales

Posted on April 5, 2010 by Jodi Kaplan

Image: rick

Why do people buy things? Or choose one product over another? Is it logic? Or is it emotional triggers marketing?

Denny Hatch said (in Target Marketing 4/10/10) that the best way to get people to buy something is to offer exclusivity (an emotional trigger).

It’s true that if you offer something that can’t be duplicated, because it’s so personal, or remarkable, then you don’t have to worry as much about price, service, or competition.

Someone can always undercut you on price or beat you on quality. Service is a bit harder to copy. Not every company is willing to go as far as Zappo’s or Lands’ End in making sure the customer is happy.

However, he missed quite a few other emotional reasons that people buy. Here are seven more.

1) Safety and peace of mind

If price were the primary issue when buying a car, then the cheapest car would do. Car buyers want more than just price. They want safety and reliability.

2) Convenience

Buy online, without leaving home, driving, getting on a bus, or using any gas. Or, stopping at the quick-mart instead of going out of your way to the supermarket to pick up a quart of milk.

3) To look better

Women buy lipstick to look better and to feel better (it’s a relatively inexpensive indulgence). Nobody needs lipstick. Whiter teeth won’t improve your health or your teeth – they will make you look and feel more attractive.

4) Stories

Tell a story about your business or your product that connects with the people reading your post or your sales page. Paris Hilton in Beverly Hills isn’t that interesting; we expect her to be there, doing whatever it is she does. Hillbillies who struck oil and moved to Beverly Hills? That stands out!

5) Social proof

Testimonials, case studies, and endorsements increase trust. If other people recommend something, especially people you know, or have heard of, you’re more likely to buy it.

6) Events

Two words: Mothers Day. Some more words: birthdays, anniversaries, end of the year, beginning of the year.

7) Statistical proof

Results from other people who have used the product, statistics showing an improvement in sales or income.

What other reasons can you think of? What was the last big purchase you made? How did you make a decision?

7 Ways to Stop Content Thieves

Posted on April 1, 2010 by Jodi Kaplan

When you work hard on a blog post, an article, or an ebook, it can be pretty frustrating to see people steal your words, your photos, or your designs.

While there are no perfect solutions, here are a few ways to stop content thieves from stealing your hard work (or at least slow them down).

1) Include a copyright statement, or even just a © symbol

Here’s an example:

No part of this book may be reproduced, copied, or transmitted in any form (whether physical or electronic) without the prior express written permission of the author, except for brief quotations used in reviews.

2) Add a digital ID file

E-junkie (a digital downloading and shopping cart system), lets you add the purchaser’s name, email address, and transaction number to each downloaded file.

3) Put a security lock on the pdf

You can do this with Adobe Acrobat, or other pdf creation software such as Primo PDF or Nitro PDF.

4) Offer something that buyers can’t get from a copy

It could be a personalized consultation, or an extra bonus that requires proof of purchase.

5) Include links back to your site in your ebook

Hey, maybe you’ll get more clicks or a few extra legitimate sales.

6) Send takedown requests

Many times people will take down the content they copied, if you ask nicely. If not, you can write to their web host and tell them that the material is stolen. That should get their attention.

7) No more Mr. Nice Guy

If nice doesn’t work, you can always try this approach or this one.

BONUS TIP:

Sign up for Tynt.com. It will track what’s being copied, and generate a link back to you. Both free and paid versions available.

Have you had a problem with content thieves? What did you do to stop them?

How to Put Your Email Marketing on Automatic Pilot

Posted on March 31, 2010 by Jodi Kaplan

Image via Wikipedia

In yesterday’s cliffhanger, I promised to tell you how to automatically send email mails and market to your readers without lifting a finger. You set it up once, and then let it run all by itself.

The secret?

Email marketing autoresponders.

What exactly is an email autoresponder anyway?

An auto-responder is an email (or a series of emails) you write and schedule in advance. Once they’re written and set up in your email service provider, they go out automagically when a new person subscribes.

You can write as many (or as few as you like). You can even add to them over time.

How to use email marketing autoresponders

Welcome new subscribers to your newsletter

When someone signs up to your newsletter, use an autoresponder message to welcome them. Tell them a bit about what your content will be, and give them a sample. A follow-up automatic message could ask for feedback on the newsletter, if they have any questions, etc.

Teach something

Or, you could develop an e-course, with a series of lessons teaching your readers how to do something.

You can also create a series of inside tips, such as “cheats” for your video game, or how to use your software.

Prepare them for a long-term goal

This could be a series of tips on how to prepare for a big life change or reach a goal. For instance, a series of tips on getting ready to run your first marathon, with exercises, distances to run, the best shoes, what to eat, and so on.

Or, it could be a life change, such as relocating to a new country. You could send a series of emails on packing, getting visas and documents, finding a new school, taxes, moving companies, etc.

Segment your audience

Another option is several separate series of emails designed for your different audiences. This can be based on different levels of expertise, varying interests, or different life stages.

For example, if you run a photography blog you might set up an autoresponder series for beginners, another for gadget lovers, and a third for professionals. Or, you might separate it by different types of photography: food, portraits, landscape, etc.

What other uses can you think of?