It’s not just about the product you know.
I realised maybe there was going to be a problem with my ability to run a decent business when I found that I was buying more products than I was selling! So I vowed to not buy the next product that I saw advertised, and stop to analyse why I wanted to buy it instead.
I used to think a good product sells itself. Well, it doesn’t. Others have sold the same products I tried selling with far greater success.
Here’s what I’ve learnt.
1. It’s all about marketing. Would you buy glue that doesn’t stick very well? What if you put the same product on the back of little pieces of paper and call them post-its? What about an anti-bacterial solution that isn’t strong enough to kill germs on furniture surfaces? No? What if the seller changed it to an antiseptic mouthwash that cures bad breath and called it Listerine?
2. Target your audience! You may win some new converts by trying to get as many people to see your products as possible. But if you have a limited budget, it helps to try to market to those who are already looking for your kind of product. Notice most ads have very positive, hyped up words that target hopes, dreams, greed etc? You are selling a want, not a need. You have to turn the want into a need.
3. Give a call to action. Do not let them just read the advertisement and move on.
4. Give a free gift, or bonus.
5. Notice most ads have very positive, hyped up words that target hopes, dreams, greed etc? You are selling a want, not a need. You have to turn the want into a need. Can’t expect to sell millions of products by saying please buy, you don’t really need it but have pity on me, I have 12 kids to feed. Please, please please. Help me.
6. Learn to face rejection. I hate this part. I’d really rather not even try. But then, I’d have failed before I’ve even started. Oh, and learn why you got the rejection and how you can change that into a yes, rather than blame the grumpy lady who told you off.
7. Articles are to entertain first, not to provide information. You have to write what the customers want to read, not what you want to write. They can find information very easily these days.
8. Sell yourself. It’s all about you. The seller. You make the product look good and convince people why they need it too. Your reputation is at stake as well. I always thought a model’s job was to look good. It isn’t. I learnt it from America’s Top Model. The model’s job is to make the product look good.
9. It’s all about building up a relationship. Robert Kiyosaki uses himself to teach his lessons and sell his products. People buy Rich Dad Poor Dad because of him. He always said he was a best-selling author. Not a best-writing author!
10. Keep bugging them. Get an email contact or something. Send regular updates. Eventually they will buy something. Don’t spam though. Turns people off. And if emails keep bouncing, it may be an abandoned account. Don’t waste your time.
Karen Cheong believes we all have it in us to be rich - ridiculously rich. We just need to learn to unleash the potential.