By k | September 30, 2017 - 6:00 am - Posted in Marketing

One of the best
marketing campaigns
I did
with the Romance Novel Business
was to band together
with other writers in our niche
(i.e. the competition)
and promote.

Not only did we share readership
and grow the niche
we also brought readers in that niche

They were no longer alone,
the only person reading this niche.
They were a group.
They had met readers like them.

That’s powerful.

Seth Godin

“Competition is a signal.
It means that
you’re offering something
that’s not crazy.
Competition gives people reassurance.”

We WANT competitors,
especially if we don’t have
an unlimited marketing budget.

Consider using competition
as a way
to validate your niche.

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

A study from
Brunel University
and Goldsmiths, University of London
has shown that
internet trolls are more likely
to be male.

What does this mean?

As someone
who personally knows
many males masquerading
as female romance writers
I can attest
that you can’t judge
a commenter
by his/her name
or his/her profile picture.

That ‘female customer’
who is harassing you,
who won’t be appeased
with apologies
and free product,
is likely to be male.

Take that into account
when you deal with him/her.

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

Nikon recently hand chose
32 professional photographers
to represent their new Nikon D850.
They are ALL male.

Considering there’s
healthy female representation
in the photography industry,
I assume this was intentional.

Folks ARE talking about it
the increased exposure
COULD offset angering
over 50% of the population.
But it is a risky move,
one that will affect
the brand forever.

There’s a difference
between targeting a group
and pushing away other groups.
The first can be temporary.
The second is often permanent.

Think before
you intentionally upset a group.

By k | September 21, 2017 - 6:00 am - Posted in Marketing

The average person
has 2.24 credit cards
3.14 people in his/her family.

The average person
isn’t your target market
because the average person
doesn’t exist.

Seth Godin

“It’s tempting to look at
pop music, network TV
and the latest hot fashion
and come to the conclusion
that the recipe for success
is to focus group everyone,
average it up
and make something
that pleases the big hump
in the middle,
while not offending
most of the outliers.

But few things are up
for a majority-rule vote.
Instead, the tail keeps getting longer,
and choice begets more choice.
As a result,
people don’t need
to abandon their hump
to head
to the non-existent middle.”

If your target market
is the average person,
consider rethinking your strategy.

Trying to please the average person
means not pleasing
anyone at all.

By k | September 19, 2017 - 6:00 am - Posted in Marketing

The Science Museum
and The Natural History Museum
in London
got into a ‘fight’ on Twitter.

The one-upmanship of attractions
between these two competing museums
was entertaining,
and it definitely earned
both museums more patrons (customers).
The thread went viral.

This brilliant tactic
could be borrowed
by ‘competing’
specialty stores
and any other small business
with unique offerings.

Some of my best promotions
in the Romance Novel Business
have been shared with
competing writers.
We not only shared
our reader (customer) bases
but we attracted new readers
to the niche.

Competitors can be
your best marketing partners.

By k | September 13, 2017 - 6:00 am - Posted in Marketing

Every week ,
some writer complains
about how free books
are destroying the industry.

This has been happening
for decades.

Before eBooks.
Before self-publishing.
Before Amazon.

Here’s the deal…
if a marketing strategy
is legal,
businesses will use it.

You might not like it
but you can’t stop it.

Complaining about it
does nothing
except waste your time
and the time of the people

This time would be better used
figuring out a way
to counteract
this marketing tactic.

You can’t control
your competitors.
Keep your eye on
your own business.

By k | September 10, 2017 - 6:00 am - Posted in Marketing

With Hurricane Irma
hitting Florida,
there have been stories
about “price gouging”.

Amazon delivered cases of water
but had greatly increased
the delivery price.
7-11 sold cases of water
but priced the case
at the single bottle price
multiplied by the number of bottles.

I understand the reasons
behind both of these pricing strategies.
It costs more for Amazon
to deliver
into an evacuation zone.
7-11 wasn’t technically
increasing prices.

But customers don’t understand
or appreciate that.
They view it
as a business taking advantage
of a bad situation.

Months, years later,
they will remember this.
It will be brand damaging.

In the case of emergency,
consider keeping
ALL of your prices the same
or lower.

The hit to profitability
should be offset
by the preservation
of your brand equity.

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

I’ve been out of school
for well over two decades
and I still think of
as a time of change,
a month in which
my routine will alter.

Changes in routine
are dangerous
for established brands.
They’re already part
of our routine.

It is a GREAT opportunity
for up and coming brands.
We’re changing one part
of our routine.
It is easier to change
another part.
And that part could include
this new brand.

Be conscious
of transition times.
Hold onto your existing customers
and consider
reaching out to new ones.

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

Should you promote
your products/services
during a tragedy?

No. No. No.

Certain political figures
might think
it is okay
to drop news stories
during a life-threatening hurricane
but I wouldn’t advise
you do this.

You need the sales.
I hear you.
If I don’t market my books,
I don’t sell many of them also.

However, I prefer not selling any now
to not selling any EVER
because I acted like an unfeeling a$$.

When people are in danger,
don’t try to sell them
your products/services.

By k | August 26, 2017 - 6:00 am - Posted in Marketing

One of the reasons
Game Of Thrones
is so popular
is because
it keeps viewers guessing.
Viewers talk
about what might
or might not happen.
If they knew,
there wouldn’t be anything
to talk about.

In-N-Out Burger
has their infamous ’secret menu.’
No one is ever certain
they know all of the items
on it
and that keeps people talking
about it.

In this
tell everyone everything age,
secrets and a little bit of mystery
are powerful.

Yes, tell customers
what they absolutely need to know
to enjoy your products/services.

But consider saving some ‘extras’
for the insiders,
the rare few.

Create a sense of mystery
around your products/services.