About Jodi Kaplan

Powerful Business to Business Marketing Strategies from All My Children

Posted on March 30, 2010 by Jodi Kaplan

Image thanks to morguefile

If you’re not familiar with “All My Children,” it’s a long-running American soap opera. It’s not normally associated with business to business marketing strategies.

Most posts with a title like this one would compare characters in the show, and how they behave, to some aspect of marketing.

This isn’t one of those posts.

The relationship between soap operas and business to business marketing

Instead, I’m going to talk about how soap operas work, how they keep their audience for years and years, and how you can apply those same marketing strategies to your small business.

Soap operas started with closer ties to marketing than you may realize. The program was incidental. The real reason for the show wasn’t entertainment at all. It was so that the sponsors and producers could sell.. soap!

So, it was important (for the sponsors) that viewers returned every day to watch the next episode. In order to do that, they needed a way to end each day’s story without really ending it.

Use a cliffhanger

The soaps often used cliffhangers, ending a day’s episode at a shocking or scandalous point. You had to tune in the next day to find out what happened. Each show would move the story forward, but only a little bit, so you had to keep coming back for more.

They also used overlapping stories. One day an affair, the next day, a terrible illness. To find out if the character recovered, you had to tune in again. Same thing if you had to know whether the cheating spouse would be discovered.

Make your own ongoing story

For example, set up a series of blog posts. This can be a five-part series on getting funding. Or, a ten part series on launching a new software app.

Or, create an autoresponder. An autoresponder is a message that’s sent automatically from your email box. It could be a reply to an inquiry (we got your message, we’ll get back to you!), a confirmation of an order, or a series of lessons (an e-course) delivered over the course of several days or weeks.

The continuing story (or series of posts, or classes) keep your readers loyal. They come back to find out what happens next or to get the rest of the lessons.

(I’ll talk more about using autoresponders effectively tomorrow – see, it’s a cliffhanger! You have to come back to find out the details).

Stir up controversy

Soap operas are infamous for creating controversial characters who commit adultery, disappear, come back from the dead (seemingly) or suddenly gain a secret twin. What if you did something that seemed outrageous? (Be careful with this, as it can backfire!).

What other aspects of soap operas can be adapted to marketing? Scandals? Outrageous stunts? Have you tried any of them? How well did they work?

What Every Small and Medium Size Business Ought to Know About Niches

Posted on March 29, 2010 by Jodi Kaplan

What is your niche market? What does it look like? Can you see a picture of it in your mind?

Is it grand and glorious, with padded couches, like the one in the photo?

Is it plainer, simpler and very narrowly focused? Or somewhere in-between?

Here’s more on what a niche is, why it’s important, and how to find one.

How to Narrow Your Marketing and Improve Your Results

Is Your Niche Too Big?

Does Your Business Have a Niche?

When is it Smarter to Have Two Web Sites?

Image thanks to: hamed

Freebie Friday: Creative or Commercial or Bringing Home the Bacon?

Posted on March 26, 2010 by Jodi Kaplan

Today’s Freebie Friday is also a birthday party (not mine, but a new blog by my dear invisible friend, Tom Bentley).

How to describe Tom Bentley?

Maybe two parts Mark Twain, one part John Steinbeck?

No, Tom has a wicked wit all his own. His verbal swordplay will leave you gasping; when you’re not collapsing in gales of laughter.

His videos should come with warning labels.

Warning: Watching these videos may lead to side-splitting. Before viewing, stock up on duct tape, staples, and glue.

He’s also the proud sponsor of the longest thread on Triiibes (206 pages and 2466 posts, and counting).

The Freebie Part

Actually, there are two freebies.

One, he’s just started a new blog. It’s called The Write Word. Go visit. If you want to make him smile, leave a comment with either “gack” or ‘bacon” in it.

Two, while you’re there, check out his free ebook, “Creative or Commercial, You Don’t Have to Choose.” Lots of great tips about engaging your customers and telling a story. It’s on the right hand side of the blog. Just click to download.

The Worst Way to Grow Your Email List

Posted on March 25, 2010 by Jodi Kaplan

Yesterday Chris Brogan wrote a post asking people to stop adding him to their newsletters without his consent. He pointed out that the fact that you sent him an email once, and he answered it, doesn’t count as permission. It’s just about the worst email marketing mistake you can make.

Ironically, as I was writing this post, an email popped up in my inbox. It was from someone who spoke at an event I attended. We never had a personal conversation. She doesn’t know who I am. Yet, she felt it was OK to contact everyone at the event and try to sell her services. That’s not marketing; that’s spamming. And, it’s the worst way to grow your email list.

There are much better ways to grow your email list.

Use double opt-in

This means you ask for the email address, send a confirmation link, and don’t add someone to your list until after they confirm that they want your messages. It can all easily be done automatically (with AWeber or another service).

Contact people when it helps them

For example, if you met someone at a meeting who wanted a referral, by all means send it.

Or, send an email if you come across something that will interest them. If you talked about Legos and you see there’s an exhibit of Lego art in town send them the information.

Bonus tip: If you keep doing this (sending relevant and interesting information) they’re far more likely to like, trust, and hire you.

Behave the way you would in person

Be considerate. You wouldn’t drive up to a stranger’s house and expect them to lend you money, would you?

Show that you listened to what they said when you spoke. Mention something you discussed, and how much you enjoyed talking to them.

Do it shortly after the event, not months later (when they won’t remember you).

Make it easy to unsubscribe

A bit earlier in the day, Direct magazine reported the results of a study which found that 39% of emailers require three or more clicks to unsubscribe! And 30% send one or emails following that unsubscribe request!

Yes, it’s technically legal to email people without express permission. It is not legal to keep emailing them (at least in the US) after they opt-out. You do have 10 days to remove the name, but it really shouldn’t take that long.

Treat opt-outs with respect

People will always unsubscribe for various reasons. When they do, make it easy. Don’t make them go through three clicks, or wind their way through a confusing menu of options. One click, one page. And, when they go, tell them you’re sorry to see them go.