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Smart Mama, Smart Promotion: 5 Ways to Publicize a Product and Make it Poop Proof
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
I'm going to deconstruct Vivian Glyck's effective product
offer so you can create promotions using her proven methods.
If you understand how something is put-together step-by-step
then you can do it quite easily. What I've found is if you
give people a model often they can mimic it. Often just
talking "about" it doesn't do the trick. You have to pull it
apart and put it back together again. I suggest that you use
this model for yours. Let's do a quick analysis of what
Vivian did.
1. She collected relevant bonuses that specifically targeted
her niche market.
Many people get a gazillion bonuses that are all over the
map and that people never bother to read because they don't
pertain to the product being promoted. The majority don't
even bother to download the bonuses if the amount of bonuses
or the process of getting them appears overwhelming. Instead
of increasing the value, the offer becomes meaningless,
kind of like our country's deficit. Who can conceive of
trillions of dollars?
2. She established a true deadline.
Most authors and entrepreneurs promoting products make up
an arbitrary date as an incentive to buy, then continue to
extend that deadline to get more sales. This lessens the
trust people have in the original offer and those who have
rushed to buy can feel cheated. Creating a hard deadline
creates excitement and encourages action. Make a hard stop
date and stick to it.
3. She uses video sparingly to supplement her offer.
The video isn't a typical sales pitch. Vivian talks about
how each bonus has value for moms and describes the benefits
of each one so her audience understands what they are
getting. You get a sense of her sincerity and you know that
she has a real specialty--moms raising a baby. Who trusts a
generalist? Not me. I want someone who is a real expert in
his field who has a deep groove of knowledge.
4. She sets a realistic monetary limit to the bonuses.
The $500 value is believable. I mean really, who needs
$20,000 worth of (often times worthless) downloads and who
has time to read thousands of pages of stuff?
5. She shows you how to make a gift of her product.
Brilliant! Buyers don't have to think or do any work. Vivian
shows you how to package your gift to give it to a mom for
mother's day. What could be easier? It becomes a no-brainer
to buy.
Go here to check it out. I'll be getting one, or ten,
for the moms I know.
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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