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Flea Marketing Lessons A few days ago, I was signing copies of my book – Climb Your Stairway to Heaven: the 9 habits of maximum happiness – at the flea market. Nobody expects an author to sign books at a flea market. Some people sell a few worn-over books, but authors just don't do book signings at flea markets. Especially not books about finding happiness. I've never been afraid to be different, to take the road less traveled, to wander off the beaten path and run gleefully right over a cliff. Fortunately for me, the flea market is on low ground and I had the chance to learn a few things just watching people. Pop Quiz: Is it best to wedge your booth between other booths piled with junk, where nobody even notices you are there? Or is it better to have a booth out in the open away from the clutter, where people can easily see you and get to your booth? I learned the hard way. My booth was out in the open away from the clutter, where people could easily pick up speed and zoom right past. (But I was right next to a support beam, so at least I knew the roof wouldn't cave in on me.) Apparently, the sales process at the flea market works like this: Step one, some fool actually stops to look at a toaster-oven with only three coils missing, partially blocking the aisle. Step two, a traffic jam ensues as more people come along and completely block the aisle. Step three, to relieve their boredom, they buy "treasures" they would gladly have passed by if they could just have picked up enough momentum to keep walking. Isn't that a lot like how "gurus" sell stuff on the Internet? Step four, they go home and brag about their great "find" and how it cost them almost 14 cents less than any of the other "Happiness is surviving your own cooking" commemorative plaques in their collection. I leaned my second lesson. To sell anything, you have to slow people down. So I stood in front of my booth. "Free bookmark, sir?" Sir hesitates, then takes the bookmark. "It features the nine habits of maximum happiness." Sir studies the bookmark. "Same habits as in my book right here." Sir looks up at the display for a moment. Then he starts moving again, staring down at the bookmark, mumbling something under his breath and BANG! hits the support beam. "Ooh," I thought. "A few thousand more times and that beam might not hold. That could be dangerous." Fortunately, I decided to relocate, standing with my back to the beam so people would pass safely to one side. Don't kill your customers: a brilliant idea whose time had come. I learned my third lesson after running through just 34 first aid kits. I went through the same routine with Broad-eyed Lady and her husband, except that she missed the beam. She continued walking as she read the 9 habits of happiness on the bookmark, then suddenly slapped it against her husband's chest. "Here. Read this," she commanded. Ouch. That's gotta hurt. Good thing I was giving away bookmarks and not paperweights. I thought Broad-eyed Lady was a unique character, until Hunched Old Lady did the same thing. And so did Spunky Crew-cut Girl. And Grizzly Guy, too. I guess it's easy to expect others to change, rather than ourselves. In fairness, few people used my happiness bookmark as a domestic weapon, a fact the judge took into consideration later that day. He even commended me for not giving away paperweights. But he did order me to recount, without looking at my notes, the lessons I had learned watching people at the flea market. Let's see ... Slow down, or you'll never spend your kids' inheritance on priceless knick knacks. Grab people's attention or they will just whiz by. Don't kill your customers Don't expect people to change for you, even if you do wield a loaded bookmark.
A Marketing Lesson From TV's
American Idol-Season 6 The other evening my family was watching American Idol in the room next to my home office. While I tried to tune out the horrible singing (I enjoy the show when it gets down to the serious singers, but I can't stand the auditions!) It's a "train wreck" in my opinion. But the ratings are huge. In fact this is the show's biggest season ratings-wise, so I guess America loves a good train wreck! Anyway, back to my story. As I was working and trying to tune out the show, I couldn't help but overhear Simon Cowell ask the following questions to several contestants: "What makes you unique?" "What sets you apart?" Since this is a point I drive home to my clients, and one they often struggle with, I found it interesting that it was coming up in this context. But then I remembered the making of an American Idol is as much about marketing as it is about talent. In fact, this holds true for the music and entertainment industry in general. Just look around at some of today's top stars. Brittany Spears. Paris Hilton. Lindsey Lohan. Madonna. Angelina Jolie. Rosie O'Donnell. Donald Trump. Love 'em or hate 'em, they are brilliant marketers. They have each created a very specific image and they don't vary from it. They know what they stand for and they flaunt it consistently. They understand marketing and the concept of standing out and standing for something. They understand the concept of USP - Unique Selling Proposition. They know when they are true to their image they will attract as well as repel people. But that's okay with them. They know you can't please everyone. Because if you try, you fall below the radar into a sea of mediocrity. A sea of me-too stars whose faces you never see on Entertainment Tonight. Your Marketing Step I encourage you to look at your business and ask yourself those same two questions Simon Cowell asked the American Idol contestants, plus a few more - 10 to be exact! (1) What makes you unique? (2) What sets you apart? (3) Does your business have a clear identity? (4) Does all of your marketing consistently promote that identity? (5) Do you ever waiver from this identity? (6) Are you struggling to figure out exactly what identity will best serve your business? (7) Are you floundering in a sea of me-too products and services? (8) Are you too busy modeling your competitors instead of finding your own unique voice? (9) Do you struggle to explain what you do, in a way that resonates with your ideal clients? (10) Are you frustrated with the response you're getting to your marketing? Knowing how you are unique and what sets you apart are critical components in your marketing success. Yet determining what that USP is can be one of the biggest marketing challenges you'll face. I don't know how many of the singers Simon Cowell questioned were able to give him a definitive answer. But my guess is most couldn't. Don't fall into this same trap with your business. Uncover your Unique Selling Proposition - it's the key that unlocks the door to your business' success. Here's How To Avoid The Most Common Affiliate Mistakesby Mark KuzakAffiliate marketing is one of the most effective and powerful ways of earning some money online. This program gives everybody a chance to make a profit through the Internet. Since these affiliate marketing programs are easy to join, implement and pays a commission on a regular basis, more an more people are now willing in this business. However, like all businesses, there are lots of pitfalls in the affiliate marketing business. Committing some of the most common mistakes will cost the marketers a large portion taken from the profit they are making everyday. That is why it is better to avoid them than be regretful in the end. Mistake number 1: Choosing the wrong affiliate. Many people want to earn from affiliate marketing as fast as possible. In their rush to be part of one, they tend to choose a bandwagon product. This is the kind of products that the program thinks is “hotâ€. They choose the product that is in demand without actually considering if the product appeals to them. This is not a very wise move obviously. Instead of jumping on the bandwagon, try top choose a product in which you are truly interested in. For any endeavor to succeed, you should take some time to plan and figure out your actions. Pick a product that appeals to you. Then do some research about that product to see if they are in demand. Promoting a product you are more passionate about is easier than promoting one for the sake of the earnings only. Mistake number 2: Joining too many affiliate programs. Since affiliate programs are very easy to join, you might be tempted to join multiples of affiliate programs to try and maximize the earnings you will be getting. Besides you may think that there is nothing wrong and nothing to lose by being part of many affiliate programs. True, that is a great way to have multiple sources of income. However, joining multiple programs and attempting to promote them all at the same time will prevent you from concentrating on each one of them. The result? The maximum potential of your affiliate program is not realized and the income generated will not exactly be as huge as you were thinking initially it would. The best way to get excellent result is by joining just one program that pays a 40% commission at least. Then give it your best effort by promoting your products enthusiastically. As soon as you see that it is already making a reasonable profit, then maybe you can now join another affiliate program. The technique is to do it slowly but surely. There is really no need to rush into things, especially with affiliate marketing. With the way things are going, the future is looking real bright and it seems affiliate marketing will be staying for a long time too. Suggested reading: * What is affiliate marketing? * Network Marketing: Attracting Success, Money, & The People Who Want You To Have The Same * Marketing is top level management and sales is second level management an analysis. * Why You Should Be Getting Involved With Internet Marketing * What are Two-tier affiliate sites? * Search Engine Optimization and Internet Marketing Tips and Tools * Affiliate marketing, a business with no hassle |
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