By k | May 24, 2017 - 6:00 am - Posted in Marketing

You’re working hard,
building a business,
trying to change the world.

You send out a newsletter
or post information
about your product/service
on social media.

And you receive complaints.
Not a gazillion complaints
but a few,
enough to make you feel bad.

Someone marks your newsletter
as spam,
even though they signed up for it.
Someone makes a post
mocking your product/service.

Because…

They’re not your customer.
Repeat after me.
They’re not your customer

They might have been
your customer
a year ago.
They might still be using
your product/service today.

But they’re not the person
you created it for.
They’re not the person
who will appreciate it,
love it,
look forward to your newsletters,
welcome your posts.

Those people are unlikely
to say anything.
They will see your newsletter
or post
and quietly buy
your product/service.
THAT is how they tell you
they love your product/service.

Focus on them.

By k | May 22, 2017 - 6:00 am - Posted in Marketing

I was helping a buddy yesterday
craft her marketing copy
for an upcoming book.

One of the things
we worked on
was deciding
which ONE emotion to focus on
and then crafting copy
that intensified that emotion.

Why one emotion?

Because if we focus on two
or three or four emotions,
it decreases the impact
and usually results
in the prospect feeling nothing.

I spend my entire day
every day
trying to invoke emotions in people.
That is what great writing is.
And I still find it damn difficult.

Look at your marketing copy.
Study the power words,
the words that make an impact.
Do they all invoke the same emotion?

By k | May 14, 2017 - 6:00 am - Posted in Marketing

Today is Mother’s Day
in North America.

You might be thinking…
My business has nothing
to do with Mother’s Day.
I don’t have any products or services
to give as gifts.
Mothers aren’t really my target market.

But EVERY customer you have,
every prospect you have,
has a mother.
Most of them
LOVE their moms.
They enjoy talking about
their moms.
They enjoying treating
their moms.

This creates an unprecedented
marketing opportunity.
All of your customers,
all of your prospects are aligned.

Do something today.
That something can be
as small as posting
on social media
about your favorite memory
of your own mom.
But do it.

By k | May 9, 2017 - 6:00 am - Posted in Marketing

KFC has produced
a free romance novella
in time for Mother’s Day.

The fried-chicken-loving
bodice-ripper cover,
the use of Colonel Sanders
as the unlikely hero,
the fantastic puns
has garnered KFC coverage
from almost all media.

And buddies tell me
it is a solid story,
a bit over the top
and heavy on the purple prose
but they expected that.

It does
what KFC wanted
it to do
- it increases brand awareness
and
it makes their customers smile.

The price to produce?
For the eBook,
with paying a ghostwriter,
cover artist,
formatter,
likely less than $5,000 U.S.

As business builders,
we don’t need
a gazillion dollars
to create a successful marketing campaign.
All we need is creativity.

By k | May 8, 2017 - 6:00 am - Posted in Marketing

I watched Warcraft
on the weekend.

It was a solid movie
but I can’t recommend it
to buddies.

Why?

Because it had no ending.
It was part one of three
and there is no confirmation
that part two is ever being made.

If Warcraft had been told
with a solid for now ending
and a hint at a next story,
word of mouth recommendations
would have increased.

If the next movie
had the greenlight,
was confirmed to be in the works,
word of mouth recommendations
would have increased.

If you have a multiple part product,
either make each part
usable and purchasable
on its own
or ensure all parts are available.

By k | April 28, 2017 - 6:00 am - Posted in Marketing

There are quite a few
great memes and posts
on social media.
It is tempting to simply forward
some of them.

Many people do this.
MANY.

Which makes creating original content
powerful.

I’ve also noticed
that leaders in their fields
tend to favor original content
over sharing.
When they DO share
(which is rare),
they add their own unique angle to the post,
including their comments, etc.,
making it their own.

(For creatives,
like myself,
I think original content
is even more important
because that is what we do.
It is expected from our followers.)

Consider slowing down
on the forwarding
and creating original content instead.

By k | April 27, 2017 - 6:00 am - Posted in Marketing

Some products, if made smaller,
can represent the full product.

A piece of chocolate,
for example,
can represent
what a full box of these same chocolates
taste like.
A full box is simply more.

A month of TV service
can represent a year of TV service.
The full year is simply longer.

The customer experiences
are similar.

However,
there are some products
that,
when made smaller,
don’t represent the full product.

Giving a shopper
a sleeve of a shirt
won’t show her
what wearing the entire shirt
feels like.

Giving a reader
a 40 page short story
won’t help her decide
if she’ll like a 400 page novel.

These are two different experiences.

Ensure your sample
represents your full product.

By k | April 9, 2017 - 6:00 am - Posted in Marketing

I promote my books
seven days a week.

Sunday is a huge eBook buying day.
I always promote on Sundays.

But I’m also aware
that Sunday is a religious day
for many of my readers
in the USA.

So I wait to promote.
I don’t promote early in the morning.
I promote around 3 pm EST or later.

It doesn’t make a big difference
in sales
yet it makes those readers happy.

Consider timing
when promoting.

By k | April 2, 2017 - 6:00 am - Posted in Marketing

BookBub,
one of the top eBook marketers,
posted their results
of blurb (marketing copy) testing.

The results were
to be specific in copy
except when it is meaningless
to prospects.

Telling prospects
the heroine is 12 years old
will sell more units
than telling prospects
the heroine is a child.

There are prospects looking
for books about characters
of a specific age.

Telling prospects
the name of the character is Julianna
won’t sell more books.

Very few prospects
are looking for characters
with a specific name.

Specific is also
more believable.
If we name the award,
for example,
the prospect feels
she could verify it.
She likely won’t
but it gives her reassurance
that she has that option.

Be specific
when it counts
in marketing copy.

By k | April 1, 2017 - 6:00 am - Posted in Marketing

I don’t like April Fool’s Day.
I don’t participate in it.
I tend to avoid social media,
TV, newspapers today.

Why?

Because April Fool’s pranks,
tricking people,
erodes trust,
trust that I might have spent
YEARS
building.

‘If k has the ability
to fool me once,
she can fool me again.’

‘Why IS k so good
at fooling people?
She must have practice.’

And no one feels good
about being fooled.
They feel stupid.
Their confidence takes a beating.

It doesn’t matter
how funny the prank is.
It is at the expense
of someone else.

I want my brand,
personal and business,
to be associated with
feeling good,
feeling confident.

Think before engaging in
an April Fool’s prank.