Once you have a good idea about your brand and what your values are, next you will need a system to promote yourself and your products. I will outline what this system should look like.
Exposure
It doesn’t matter how great your products are, if nobody knows about it, you are not going to sell any of them. You need to put yourself in front of the crowd who want your products. This is key, because no matter how good your campaign is, it will not be effective if you are barking at a wrong tree. Identify who your target audience is, and where you can find them. It is best to start with a specific niche than to go after a wide market in the beginning. My previous articles on Online Marketing and SEO may help you in this area. Find a good marketing strategy that works for you, and start building your leads.
Offer Value
Why would anybody want to buy from you when they don’t know you? I’m sure most of us have encountered door to door sales people and telephone marketers. Nobody likes being sold to, and it’s not an effective strategy to simply pitch and sell. Instead, try offering some value. What kind of information do your potential customers find useful? Find out, and offer that in webinars, teleclasses, articles or newsletters that do not cost anything to the customers in exchange for their contact information. If they see they can learn something from you, they will see you as an expert and not a sales person.
Build a Relationship
Once you start getting leads, you need to build a relationship with them. People buy you first, and your product last. So your goal is to establish yourself as someone who can be trusted, and as a brand. Use an auto-responder to communicate on a regular basis. Continue to offer value, notify of your new webinars, new articles, or new tips and information you’ve discovered. You can use social media to connect with your audience and create a community where people can find your updates. Your leads are your business assets. Stay in contact with them, and they may buy from you sometime in the future even if they are not immediately ready to do so.
Have Options
Not everybody will be able to easily afford your top-tier product of $5,995, or trust you enough to make a big commitment. What if you had a smaller version at $295? If that’s still too much, what about $39? The idea is to have bite size pieces that are easy for most people to chew on, without a lot of risk. If they like what you are offering, they will upgrade when they are ready. You will have more secure base for your business, and multiple sources of income.
It is a big project to develop products and build a marketing system. You can do this on your own if you have the kind of time, experience, resources and budget to invest. But if you’d like to learn about a program that saves you a lot of these work, contact me and I’ll be happy to share that information.
See also:
Formula for Successful Business Online Step 1: Know Who You Are
Formula for Successful Business Online Step 3 What’s in a System?
