I’ve worked in Marketing for Eleven Years now. I’ve made mistakes- I’ve Fixed others Mistakes- And I’ve learned from Mistakes. However, one secret I know is this-
Marketing is not that hard.
It really isn’t. I think we have a tendency to make it harder than it really is. But the truth is: all you need are a few basic things-
One: A good product
Two: A passion for your product
Three: An ability to overcome the fear and share.
When most people ask me how much they should spend on marketing their books, products, etc. I tell them unless you have the money- You should only spend your time.
Sounds strange. But so many get ahead of themselves. Put your money in the production of the product FIRST. A well-edited book with a great cover will do more for you. If you have money left over, invest what you can in marketing.
Here are four things I’ve learned by being in upper management that anyone can do on any budget.
- Find what works for you and stick with it consistently.
Our company specializes in Direct Mail. It’s what most of you would call junk mail. But we have mastered it. Everything from creative design to programming mailing lists, to the production of envelopes, applications, brochures, etc is done in house. We even fold, insert, and sort all our mail down to a specific postal carrier route. We have mastered it by bringing everything in-house. We send out 3.5 Million pieces of mail each week. (YES- You read that right.) We know what works for us and we have a concept:
“How do we get you to open up the envelope without tricking you?”
- Your Fans / Clients / and Existing Customers- when satisfied will be your Number 1 point of future sales. (Click to Tweet This)
Here’s something. We market to our existing customers. We spend a lot of time and product development in marketing to the family members of existing customers who have been loyal for years. These products are some of our biggest sales. That’s not just us. Any large successful business does the same thing. Word of mouth is the biggest friend you can have. Find your fans- Build that email list- And hold on tight to them.
- Frequency- Frequency- Frequency:
Listen- Only Impulse Buyers buy the first time- 85% of the rest of the market need to see it more than once. Now please understand something. We don’t mail each customer every week. Sometimes it’s simply once a month. However, we hit them more than once. If you are a writer or entrepreneur don’t make every facebook, Tweet, or Instagram post about your book or product. After a while I’m going to be like: “Yeah, I get it.” But don’t ever go silent. Push it and don’t be afraid to push it.
- Test your control strategy against a test strategy:
We test everything. We have packages that have worked for years- But that doesn’t mean we stop brainstorming new ideas and concepts. Try one thing one day. The next week at the same time- Try something else. Test your results. Test your reach. Don’t shy away from data- It may not always tell the right story, but it can be eye-opening when it tells the same story consistently.