Reflections on Marketing, Business and Life

How to Ask for the Money

2012-01-28T05:29:00.000-08:00

Many people I talk to at seminars tell me they have trouble asking for money. For those of you who do, I’d like to suggest that you consider the question of value. Especially your own. You have put time, effort and resources into creating or producing the products you have for sale. It’s a fair trade of your time, effort and resources for customers to give you something of equal value. In this case, it’s money.

Be aware of your value and look at this sales exchange of your value for something of value from the customer as the most logical and fair of all processes. You deserve logical and fair. If it’s still uncomfortable to ask for money, try this little exercise. Stand in front of a mirror for five minutes in the morning (or evening) and just practice asking an imaginary customer for money. If you have 10 items on your farm or in your shop that have different prices, go through them one by one. “That will be $10.” “That will be $31.99.” “That will be $350.” “That will be $1500.” Look yourself in the eye, just as you would look the customer in the eye, and practice every day till it becomes easy and comfortable. But especially remember that you are worth the exchange.

Actually asking for money is not the only way to get paid. There are thousands of ways to close a deal. Here’s a list I like, but you can invent your own. These are a way to cue the customer that it’s time to BUY! Try some of these in front of the mirror, too! And if you come up with some good ones of your own, share them with me and others who read this!

Now that you’ve looked at all these ______________, which do you think fits your needs best?

If I can fit it into your budget, are you ready to put down a deposit?

Shall we put her in your truck?

Would you like to get the two today and think about the third for next month?

Which wrapping paper would you like?

Would you like it wrapped or just in a bag?

Will that be cash or plastic?

Would you like a herd sire to go with your girls?

That will be $29.95.

Where would you like me to send the registrations papers?

If I have it in your color, are you ready to take it home today?

If we will deliver her for you, is she the one you want?

Do you think she’ll be fun to look at (work with, take to the shows, etc) in YOUR herd?

When would you like that to arrive?

Marketing is in the Air Again!

2012-01-26T10:08:00.000-08:00

Having just finished a seminar in Texas where the enthusiasm was contagious, I'm eager to talk more marketing! I hope you are looking ahead and planning to make this a great year for your rural business.
Several people lately have asked questions about selling and money issues. So today I want to start on these four questions and tomorrow I'll finish:
1. How do I get paid and be sure everyone understands my term/conditions?
2. How to insure they show up with cash when that's my terms?
3. Closing strategies
4. How to deal with defaults
1 & 2 are related. Once you have a buyer who actually wants what you have for sale, it's pretty important that the details are clear. Misunderstanding the details involved just creates bad feelings at the least, and maybe a lost sale or a lawsuit at the worst.
If you have a website, it may be a good investment to have a page of information about the details of buying from you. That would include things like

deposits (and their refundability)
whether you take checks, credit cards, only cash, or checks must clear before pick-up
If you have payment plans
what goes with the product (registration papers or just application, halter, blankets, bottles and milk, mentoring availability, boarding, etc.)

When the buying process is more complex, a written contract may be appropropriate.
What's actually written on the page or on the contract needs to be very clear. I'm a word person, myself, and yet when it comes to writing "stuff" about terms and money, I feel strongly that I need help. If your business sales occur in large amounts of money, you might even want to invest in a legal professional to help with wording. But at the very least, write out what you think is clear, then ask someone else to look at it and see if it's as clear as you want. Words can be slippery! The point of a page on your website or a contract people sign is to avoid all the slipperyness.

While I'm on the subject of contracts, I want to mention a marketing fact. This is about the way buyer psychology works. Contract is a scary word. Suppose you want your buyer (who needs a payment plan) to read the contract. Rather than tell him to read the contract, try saying, "Super! Would you sit over here and take a look at the paper work?" Paper work is not scary. Even if it actually is a contract.
Also on this same subject is the question of how to word other things gently so they are not confrontational. For instance if you require checks to clear or cash payment before the animal leaves your farm, how can you say that without making it sound like this buyer is suspect to you?

There may be many ways to word it, but here're a couple that are a little softer:
"We recommend you mail your check early so it clears before you arrive, or simply bring cash when you pick up your ________________ (animals or products)." or
"Our policy for every sale is a cleared check or cash before pickup."

Personally, I think it's a good idea if your terms and conditions are printed and signed off on by every buyer--whether that's from a web page or a contract. Just a page that says, "I've read and understand the terms and conditions." That said, be prepared to make changes as the situation arises.

Tomorrow I will cover the last two questions.

New support forum in yahoogroups

2012-01-24T08:48:00.000-08:00

I just got back from a seminar in TX--great group--and one suggestion was to have a group to support each other in this marketing stuff! I'm all for it!

To that end, here's the group: marketingsupportforfarmers_n_crafters@yahoogroups.com

I visualize it as an extension of my teaching but more interactive between you, the people who are in the trenches trying to sell your animals and products. This will be a chance to ask others for input (is this headline interesting?, What's a better word than _____?, Can I share my press release?) and support for when it feels hard or discouraging. It's also a place to share ideas for new places to put your advertising and new ways to persuade.

I don't plan on pontificating here, but will be available and might chime in now and then.

I know marketing is a stretch for most. I think this kind of forum can help. If you'd like to join in, send a blank email to marketingsupportforfarmers_n_crafters-subscribe@yahoogroups.com

Next Marketing Seminar--Jan 21st

2012-01-12T17:06:00.000-08:00

Hi everyone! And Here's hoping your new year is going to be a great one, and your business is going to be hugely successful! To that end, consider this next (and last) seminar I will be doing in person. Brazos County Convention Center in College Station, Texas, Jan 21st. If you're within driving distance, I promise you will get your money's worth!

My committments are making it difficult for me to travel any more. I don't want to say never, but I think this is the last seminar I'll be doing where I have to travel. If you've wanted hands-on work on this stuff, with me literally looking over your shoulder while you learn it and practice it, this is your last opportunity!

And if you email me before the end of the weekend that you're attending, I will give you 50% off a book of your choice on that day. And that's on top of no postage, to boot! For details on how to register, contact Cyndi Daugherty at cyndi.daugherty@gmail.com, then email me that you'll be attending! Looking forward to seeing you there!

Ellie

Holidays Can be Hectic...

2011-12-19T07:39:00.000-08:00

I know, and if it's a busy time and you're stressed this week, please take a minute to breathe and appreciate your blessings! Remember the season is about love. Remember to enjoy your animals and your family. Tell them how much you appreciate them. Managing and fixing circumstances or people can be postponed for a while. Enjoy!

I wish you great joy and prosperity in the coming months and years. I know that is possible for those who are motivated and willing to do some smarter marketing and -- always-- a little self development as we go. I'll give you some new blog issues in the coming months--just a few, now and then to remind you that your rural business can succeed even when times are tough. But today, I want you to remember gratitude and love and have a special season of it to wrap up 2011!

As always, I am available to help when you need it! Best wishes,
Ellie
winslowellie@yahoo.com

Marketing Isn't as Hard as you Think!!!

2011-12-02T06:02:00.000-08:00

OK, it does take some practice. It does take spending some time on it. But the actual things you must do are not so difficult. Most marketing tasks are about relationship skills so if you get better at marketing you might just get better at all your relationships!!!

Want to learn more? Want to sell more animals and crafts? Want more happy customers who love your farm?

This weekend only, you can get one hour of free consulting with me (by phone) if you buy any book or package from my website (http://beyondthesidewalk.com/) e-books excepted. An hour of consulting is worth $85 so this is really a once-in-a-lifetime opportunity for value! Fri, Sat and Sun only.

I want you to be successful. Giftt yourself or your loved ones with something that makes a differrence for the future of your rural business!!!

Happy holidays!

Ellie

The Happiness Advantage

2011-11-18T07:24:00.000-08:00

According to Shawn Achor, Harvard researcher and author of "The Happiness Advantage," optimistic sales people outperform their pessimistic counterparts by up to 37%. In fact, the benefits can be seen across industries and job functions. Doctors with a positive mindset are 50% more accurate when making diagnoses than those that are negative.

I'm a firm believer in an optimistic outlook on anything. For one thing, those who only see the down side or who expect the worst are not much fun to be around. And that negative outlook feels bad whether it's in those you interact with or in yourself. But the above information is especially important for those actively trying to sell animals or products--or even services. Your optimism can make you money!

The subject of optimism shos up in all disciplines, especially in psychology and in spirituality. But it makes appearances in literature, medicine, and now, here it is in marketing!

How to improve your optimism? Note that much of how we approach this is habit and if your outlook is pessimistic, you might want to try developing a new habit. A favorite book of mine on this subject is "Learned Optimism" by Martin Seligman. Did you know he even reported that you can predict the outcome of sporting seasons by evaluating the optimism level of teams...Amazing stuff.

All my marketing books have information of seeing the upside, learning to look for the silver lining--because it matters to the success of your business! Some ideas to ponder:

What you think about, comes about.
Thoughts become things
You'll only find what you're looking for

See http://beyondthesidewalk.com/ for free articles, links to important pages of information, fun stuff and a way to get books if you do not already have them!!

Best wishes for great success!
Ellie

A very scarce opportunity!

2011-10-24T12:36:00.000-07:00

Here's a (guaranteed) fast education in how to make an income with your rural business. But I'm only doing two marketing workshops in the forseeable future. If you are within driving distance of Perry, Michigan, join us on November 5th.

November 5th,2001 All Day seminar from 9:00 to 4 PM (or more if you can take it!!!)
Perry Township Hall, Perry Michigan

HERE'S MY PERSONAL GUARANTEE:

You're going to be absolutely certain you got your money's worth or I'll personally refund your $75 entry fee.

There will only be one more workshop (in January in College Station, TX) so if you're in the Northeast this November deal is a once in a lifetime opportunity.

Email me at winslowellie@yahoo.com if you want more info about what you'll learn. and go to http://www.mialpaca.com/files/Ellie_Winslow_Seminar_pdf.pdf
for sign up information! See you there for improving your income!

Marketing's Most Important Tenet!

2011-10-07T06:38:00.000-07:00

I’m getting ready for a seminar in November. As I review marketing and success strategies to help farms and farmers reach their goals, I thought I’d send out a reminder to all of you to keep marketing’s first principle in mind.

Marketing is not about you! It’s not about your stuff! (not yet)

Marketing is about the customer!

Every time you talk about your animals and your products and your farm, you are missing an opportunity to catch customers. They’re bombarded by marketing messages all day long. Studies tell us that 3000 marketing messages are aimed at every person, every day. They’re resistant. They’ve built a shell. They’re not receptive to your message. They do not care about your stuff. They only care about how they feel and the issues of their own lives—not yours.

So when you talk about your stuff they never hear you. If they notice your message at all, they’re saying, ”Who cares that you have something for sale.” When you talk about your selves, your farm, your animals, your products, you’re only talking to make yourselves feel better. As marketing, it’s pointless, because customers are not listening..

To break through the shell you must make your message relevant to that customer’s life. Put him –his hopes his dreams, the solutions to his problems or worries, what’s important to him—at the forefront of your message. Then he’ll notice.

Not: “We’re offering this ______ for sale.”
But: “You’ll knit softer sweaters with this super fiber.”
Or: “Your family will be healthier with your own raw milk.”
Or: “Turn heads in this stunning outfit.”
Or: “Enjoy the prestige of these famous genetics at your farm.”

In each example, the customer is the beginning of the message. He’ll hear you then. Go ahead, when you’re working on your marketing—in writing or in person. Write in down in your usual headline or the way you normally talk. Now, ask yourself this: who is this about? If it’s about you or your stuff, you need to get inside your customer’s head and talk first about what’s important to him. Once you’ve done that you can tell him WHY it makes his life better and then talk about the highpoints of your stuff. But put the customer first or he’ll never read further or listen further.

Much more help with learning marketing’s first principle found in my books, http://beyondthesidewalk.com Invest in your farm and your success!

Closing Ideas for the Customer who wants to ‘Think About It’

2011-08-06T18:15:00.000-07:00

This article closes out this section on in-person selling. Look at the website (http://beyondthesidewalk.com/) for free articles, a whole page of fun and useful stuff, too! Books for when you're seriously going to market those animals and products!!!

Today I want to talk to you about how to handle the person at your farm who finally ends up saying, “I want to think about it.” You’ve all heard that. As a consumer yourself, you’ve probably even used it. And you know that it’s usually a way of avoiding saying no. But you’re better off if you get the “no” today so you can concentrate on your next “Yes.” However, there might be a “yes” from this person, too. So I want to give you a script to help him decide for sure if he’s a “yes” or a “no.”

Before you use any of this dialogue, you MUST put it into your own words and practice the words so they roll off your tongue. Be sure you put in the pauses where you ask for a response. Those are critical.

Here’s the possible script:

“Great! What I’ve found is that people want to think it over in order to be sure they’re making the right decision for them, either a yes or a no. Is that right for you, too?” You must get an answer here.
“If I’m reading you right, and I think I am, your objective is to be sure you make the right decision for your family (retirement, health, business goals, lifestyle wishes) regardless of whether you think about it for two minutes or two months. Isn’t that right?” You must get an answer here, too.

“The experts agree that making accurate decisions is done best when you have accurate information and the necessary facts—before the process gets clouded with other issues or the information gets confused. With that in mind, could we think it over together for a few minutes to be sure you make the decision that’s right for you?” Get an answer.

You might get a no, here, which frees you to concentrate on other customers or projects. If so, consider it a successful dialogue. But if you get a conditional yes to continue the dialogue, here’s what comes next.

“Actually there are really only four questions you need to ask yourself and you’ve already answered three of them. ‘Do you like her?’ pause…’Do you want her in your herd?’ pause…’Can you afford her?’ pause…So the only question remaining is ’When do you want to start enjoying the benefits (better health, building your business, the rural lifestyle)?’ With this in mind, doesn’t it make sense to start enjoying those benefits sooner rather than later?”

I’ve slanted this dialogue toward someone looking to buy animals, but the ideas above can be tailored to a customer for any product. Rewrite it in your own words (and practice it) and see if you don’t get more customers saying “YES!”

Getting a “Yes” From the Customer

2011-07-24T11:07:00.000-07:00

Marketing consists of two parts, the part that gets people to your farm and the part that gets them to go home with one of your animals (or other products). Today I’m talking about some things that belong in the second part of marketing.

Either before this potential customer arrives—perhaps in a phone or email conversation—or as soon as he arrives, you’ve determined what this person is in the market for. You don’t want to show him some model (color, gender, species, kind of product) that you’re not selling. This matters whether your product is a copier, a fire extinguisher, a goat, an alpaca, fresh berries, crafts or some chickens.

How do you find out what he’s looking for? You ASK him!!!
“Tell me a little about your (farm, business, family).”
“What are you trying to accomplish?”
“Where are you trying to go with ______________?”
“What’s important to you?”
“What advantages do you think the _______________ will have for your (family, farm, business)?”
“Tell me what you think about ________________.”

What if he showed up and you’re all gung ho to sell the herd sire you’ve been advertising. Your presentation is practiced and word perfect. But here comes Mr. Customer with his wife and two kids and they want the cute babies for pets. Your presentation for the babies isn’t so polished. You could lose the sale. So find out who your customer is and what he’s dreaming and hoping in the first few minutes for sure or better yet, before he shows up.

The outcome you want from this family, finally is a big yes…yes, they want the product you’re selling—the one that’s just right for them. That final yes can be helped along with a whole lot of little yes’es all the way along. The more often he agrees with you, the more likely he’ll agree to give you money for your product. I’ve talked about this before, and it’s covered in “Growing Your Rural Business” the second of the marketing trilogy. I included it in the persuasion chapter. Here’s another way to look at it. I’m borrowing the “tie down” terminology from Tom Hopkins, author of “How To Master The Art of Selling.”

One of the best ways to get small yes’es is by “tie downs” those little tags at the end of a sentence that makes some one nod their head yes, or say, “Of course.” Before I give you a list of some to try, remember they can be overdone. Everyone will get annoyed by too many questions. But a few of these along with a customer’s visit can go a long way to getting that final yes. “It sure tastes good off the vine, doesn’t it?” “Her spots sure are spectacular, aren’t they?” Here is a list of tie downs that help to get to “yes.”

Aren’t they?
Aren’t you?
Won’t you?
Won’t they?
Hasn’t he?
Don’t you agree?
Didn’t she?
Isn’t that right?
Can’t you?
Can’t they?
Wasn’t it?
Didn’t it?
Shouldn’t it?
Isn’t it?
Wouldn’t it?
Doesn’t it?
Couldn’t it?
Haven’t they?
Don’t you think?

These tie downs, used judiciously, create what are called leading questions. They are not allowed in a courtroom, but in your selling situation they help get the customer agreeing with you and that’s an effective sales technique.

If you want to sell your products, you must practice the things that work FOR you. Stand in front of a mirror and practice 6 or 8 sentences that you know are likely to come up as they’re looking at your animals or other products. Try it. You’ll sell more, promise!

Announcing a new yahoo group...

2011-07-23T07:54:00.000-07:00

...for dairy goat production. Check out ProductionDairyGoats@yahoogroups.com for interesting discussions of the numbers, issues, and management for dairy goat production. Nope, not my group, but I do think it's interesting and my goat book "Making Money With Goats" certainly supports production as one of the pathways to profitability!

Ellie

Making a sale in person...

2011-07-13T15:58:00.000-07:00

Over the next few weeks I am going to reprint some articles I've written before (from old blogs and a couple from my books). I have talked about how to get people to your farm (writing good headlines and ads, putting on events, getting a marketing plan that keeps you organized, finding new places to market--among others). See info about these topics at http://beyondthesidewalk.com/

But once the person shows up at your farm, what can you do to send him home with the animal of his dreams? Let me know if this series of articles helps!

Chitchat for Better Sales

Have you had the experience lately of a telemarketer beginning the conversation with a question like this: “How are you this evening?”

It turns out that there’s a really good reason they do that. First of all, even if it kind of annoys you to have a complete stranger ask you the question, you feel compelled to answer. And when you do, the research shows, it lowers your resistance to what he’s going to ask you to buy or donate.

The people who study such things say that answering a question makes you vulnerable to the persuasion tactics he’s eventually going to use on you. You become open to doing what he wants you to do. In that state of diminished self-control, you are ‘softened up’ for what comes next.

I read recently about a salesperson who was involved (very successfully) in commission sales. He reported that if he spent 30 minutes with the client, about 20 of those minutes was spent in just getting to know them, asking them questions about all aspects of their lives. He was really interested. For instance:

“How did you get the idea for your business (farm, logo, etc)?”
“Where did you go on your vacation?”
“What kinds of fish do you catch?”
What’s the profit margin on the __________ you sell?”

His questions were what we sometimes call small talk or chitchat. So twenty minutes were spent listening to the potential customer telling stories, about five minutes were spent telling his own stories, and about five minutes were spent asking for the sale. He sold a lot!

It’s the same idea that I started out with. That innocuous question the telemarketer asks at the start makes the selling resistance go away.

So how do you use this? First of all, care about that customer who shows up at your farm. Then figure out what questions you can ask that will get him talking. But remember this: questions that seem like polite chitchat actually soften up your customer for your sales pitch. It works if you’re selling something or asking people to donate. In fact, it increases the amount they’ll spend.

Plan a list of questions and practice a few so they roll off your tongue. But remember, it’s just chitchat and it sells! Next time, "More About Questions".

Marketing Starts With a Decision...

2011-07-06T09:44:00.000-07:00

Marketing starts with deciding what it's worth to you. Some decide it's worth an hour a week. Others decide it's worth a lot more time, both for learning the skills and in executing those skills. There really isn't one right answer. For the small farm that just wants a little extra income to help pay the feed bill, or the more business oriented farm that finds the barn or shop too full of unsold animals and products...It's a continuum!

Where are you on that continuum? What decision will you make about what it takes to reach your goals. Oh, and speaking of goals, they need to be really specific--like with numbers--and have a deadline attached. A goal might be the number of animals you'll sell by the end of the year. Or it might be the amount of income you want to generate before taxes next year. The difference between good ideas and goals that really work is the specificity and date of a goal.

Marketing is about making the dreams come true for your customers. Marketing is NOT about high pressure sales, but about intuitive service to others. The whole subject of marketing takes on new meaning when you look at it from your customer's perspecitive and set out to rock his world!

Let me know if I can help! http://beyondthesidewalk.com/ has many articles and links and resources! Make a decision today for your own success, by deciding how much time you'll invest in service to customers! (Oh, yes, it serves, you, too!)

Best wishes,
Ellie

Cognitive Dissonance in Marketing

2011-06-16T06:16:00.000-07:00

There's a characteristic of humans that might be getting in the way of making your business successful.

Human beings are hard-wired to be very uncomfortable when faced with information that conflicts with what they believe. It's especially dis-comfortable when the beliefs are about themselves and the facts conflict. This discomfort is called cognitive dissonance. The human reaction is to explain away the facts that disagree. Self Justification. You've done it, I've done it. Most of the time, we just look a little silly sticking to ideas about ourselves or life when we oughtn't. We look rigid; we look like we can't admit our mistakes. Hmm, we see this among politicians, entertainers, and more--all the time!

But it can cause us bigger problems, too. Here's what might happen. You go to the store at lunch time when you're already hungry and a little cross. You snap at the sales person, perhaps calling her a really unkind name and use hurtful adjectives. Your belief about yourself, however, is that you're a good person, and good people don't hurt or belittle the sales help. You are faced with cognitive dissonance and many people--in fact most--solve the uncomfortable situation by demonizing the sales clerk. "She was stupid and not doing her job at all. She deserved it because she's a bad person. I'm still a good person, but she was awful and deserved my ire." You have self justified and made her the bad guy. Mistakes were made, but not by you.

On a larger more insidious level it's the brain mechanism responsible for some of the most horrific inhumanity. The Holocaust and things like Abu Gharaib and lynchings occurred because people who saw themselves a good people decided it was ok to treat others badly because those others were bad, evil, different, or less than human. Self justification can be a slippery slope, once stepped upon.

In your rural business, you may be sabotaging yourself because of cognitive dissonance.

Somewhere along the line you've run into salesmen, selling or salesmanship that was pushy, hardcore, high pressure. You "believe" that salesmanship and selling is crass, sleazy, insensitive and unpleasant. You are none of those. You're sensitive, low key, and certainly not pushy! Oops! But your barn is getting full, your workroom is overflowing and you need to get some of those products into new homes! You may be facing cognitive dissonance. How can you possibly be a salesperson? You're a nice person! Right?

Let's start with defining salesmanship and selling. It is only pushy and unpleasant when the person has forgotten the golden rule of selling. You're not trying to get them to buy what they don't want, you're there to serve your customer. You lead; you don't push. You learn about the customer, what he's hoping for and you lead (not push) him to the products that will get him what he hopes for. And his hopes are always about how he'll feel with your product, not about the facts of it.

Salesmanship is not only necessary for your success, but it's noble. It helps people. It brings joy to their lives, helps them get where they want to be. You CAN be that kind of salesperson. It's about a win-win interaction that leaves you both with what you want.

For the last few years, I've been teaching groups of farmers about how to market their animals and products. I wish I had a nickel for every person who's told me how uncomfortable selling makes them. Selling has a bad rapbut good people can sell with sensitivity-with service in mind-and with complete knowledge of selling techniques that lead customers to feel good about their purchases.

There should be no cognitive dissonance about learning to be a powerful and effective sales person. Change the belief of what sales means! Make the decision to learn what strategies and tools make you effective. Don't just read a little, but put your heart and your time into practicing the skills to make them your own. When I give you sentences to use, if they don't sound like your own, rewrite them so they do and then practice. Doing is the pathway to success! And watch those self justifications!

Today's post is a reprint of an artice at the fun and useful page of http://beyondthesidewalk.com/ If you haven't visited that page recently, there is lots of fun and very useful info--in articles and links! Check it out!

There’s a Simple Secret to Selling More Foals

2011-06-09T11:16:00.000-07:00

And it’s one you can easily learn to apply on your own farm!
(Today's article was written for the mini-horse industry, so substitute you kind of animals wherever it mentions horses--a reminder)

The “Secret” is sometimes called the first principle of marketing. Also referred to as the difference between features and benefits. Features are facts about you or your horses. They are hard-core accurate information. A feature might be the fact that you’ve been raising miniature horses for 20 years . A feature might be about show wins (facts). A feature is color or conformation or gait or personality (all facts). A benefit is why a fact would matter to your buyer! Facts engage the buyer’s head. Benefits pluck his heart strings! Benefits sell more foals!

So the secret to selling more foals is simply to change your focus from yourself and your horses (the facts) and make the customer the center of your marketing! How do you do that?

It takes changing how you think. We are all used to thinking and talking about ourselves. All humans are self-centered by nature. But for the most part, the potential customers out there don’t much care about you. He’s self-centered too. To reach him effectively, you need to appeal to his self interest! He only knows he wants to feel better in some way. Your marketing job is to tell him how he’ll get that better feeling when he owns your foal, when he gets mentored by you and your experience.

Selling with the benefits is the beginning of better marketing. To make it effective, you have to practice this new way of looking at your customers. Start by listing a few facts about the animal you currently have for sale. Then ask yourself why any of those facts matter to a potential buyer.

Feelings (benefits) that people might be looking for:
Enjoyment
Convenience
Admiration of peers
More marketable offspring (profit)
Companionship
Notoriety
Comfort
Security

One fact about your foal might have more than one benefit. It may appeal to different customers for different reasons. It pays to know who you’re talking to. If it’s a family who wants a miniature horse to pull a cart or a farm who wants to get into the show ring—your approach needs to be different for each. Just remember, each reader of your ads – on some level -- is saying to himself, “What’s in it for me?” Your initial exposure to him must catch his attention by answering that question for him!

“Quality Foal at such-n-such farm” is pretty ho-hum!

“Your pipeline to tri-color ribbons just arrived at such-n-such farm” tells a reader why he’d want to read more!

When you can speak to potential customers about why their lives get better by doing business with you, you’ll sell more foals!

Barn Too Full?
Beef up your marketing skills! It makes a huge difference in income, whether it's your livlihood or just supplemental!
Here's the easiest marketing education you'll ever find, and it's geared for farmers! http://beyondthesidewalk.com/
SPECIAL through Sunday the 12th only! All three marketing e-books--save 15%--only $40.00 for three e-books!

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(discount is taken after first recept from google) http://beyondthesidewalk.com/

Making a go of a small farm (rural business)

2011-04-26T13:30:00.000-07:00

No one knows the frustrations of farmers better than I. Been there, got the t-shirt, and I am about to jump into farming with both feet (yet again). I know some of you began with animals for the love of the animals--then discovered the economics of livestock forced you to become more commercial. I understand that some of you were led to believe income would be automatic--and it's not! Especially when the economy tanks! I know you came to this lifestyle, almost universally, without a marketing education.

Marketing is a skill set. It's not a particularly difficult set to learn, but like any new skill, it takes knowing the steps and practicing them. Just like a math class requires you to do homework, marketing has "homework". I've talked about that homework in almost every blog--it's called practice.

I make it a point to teach principles rather than nit-picky details and one-time applications. From every workshop I've facilitated in the last 5 or 6 years, I've heard one powerful refrain at every one: "Wow, I can use this information in my husband's business (or in my day job, or in my fundraising). That's because principles apply broadly and WORK in a whole lot of situations!! If you have a good grasp of the marketing principles, you can use them in LIFE, anywhere you like. Yes, even in your personal relationships and other commercial adventures.

Principles are the bedrock of knowledge and success. Do you understand marketing's first principle (It's not about you--it's about the customer)? Do you have a clear goal with a measurable endpoint and a date? Do you have a marketing plan? If you ever get audited by the IRS, a marketing plan can make the difference between proving you have a business vs.getting nailed as a hobby. Marketing plans do not have to be difficult. Simple is good--and workable. (The simplest and most useful I ever found is in Chapter Five of Marketing Farm Products).

These marketing articles (blog/newsletter) are not the whole course. They are reminders, cues to get cracking, to stay on track. The more comprehensive course work (for small farms at least) is found in the three marketing books:

Marketing Farm Products
Growing Your Rural Business
Economy Proofing Rural Business

... and in the workshops (or DVD's or CD's) that lead you through the sequence of principles with a smattering of important details (like building a niche, writing a press release, how to talk to farm visitors and customers are just three). They are at my website (http://beyondthesidewalk.com) and if money is tight for you, there are e-book versions that are VERY affordable!

There are more articles there, too, plus links and some fun. Have you looked lately?

Some of you would benefit from an hour or two of one-on-one consulting to find your way, to help you get started, and overcome hurdles. I am often able to see what you have missed! I continue to be available for consulting.

My direction in the last year or so has shifted somewhat to my other passion (wellness and aging issues) and it's taking a great deal of my attention. You are welcome to listen in at that blog and see what we learn about the "real story" about nutrition and health. There has been a lot of bad information disseminated by the misinformed and the vested interests. (http://mindingthemiddleagedmiddle.blogspot.com/) I no longer have the luxury of time I once had for marketing blog articles, and, of course, I also need to make my own living, just like you! So this will be my last regular blog about marketing. Expect intermittant info and perhaps announcements of workshops or things that may be of interest.

I've enjoyed getting to know some of you, I revel in your successes and I hope to see some of you at workshop!

Best wishes, and let me know if I can help!

Ellie

Are You Listening?

2011-04-25T07:18:00.000-07:00

Are you trying any of the things I talk about in these blogs? Are you having success? Do you need different information?

If you're not listening or trying what I talk about, if you're not getting more successful, then for me, this blog is an exercise in futility and self-delusion that I can put away.

I want to hear from you. I want to know what's working. I want to inspire others that it's NOT just theory, that marketing better makes you money! So talk to me, please! I've made it easier to leave comments at the blog, you can reply to this if you get it in your inbox.

In the last six months here are the topics I've talked about:

Putting on events
Press Releases
Goal Setting (twice)
Copywriting
Word of Mouth Marketing
Creating a unique niche
Practicing the techniques
How Marketing is a tool for real life
Headlines (thrice)
Information Overload
Hunkering Down
Being different
In person selling (listening)
Showing Love to customers
Listening (again)
The disgruntled customer
Marketing is a skill anyone can learn
Being Memorable
About seeing the upside
Places to market

Shall I continue or are you already superb marketers?

More About Places to Market

2011-04-15T07:15:00.000-07:00

This is a continuation of the subject of places (and ways) to do marketing. We’re looking for ideas that you haven’t yet tried, or haven’t tried lately. Remember, when the economy is good, it’s easier to sell what you raise, grow or make. Now, you need to be more focused, more creative and put in more effort!

When was the last time you made a presentation to someone about your farm business and products? First, let’s list some of the places you could make a presentation. Some of these depend on the kind of product you sell, but let’s start with ideas for places to give presentations. Second, today we’ll talk about what goes into an effective presentation.

Your veterinarian. He or she is in a good position to recommend you to people who need or want your product—whether that’s an animal, it’s by-products or things you grow.

Local clubs and organizations, especially service clubs like Lions, Rotary, The Grange, Soroptimists, etc. Any organization that has meetings and speakers might be delighted to have a presentation. Chamber of Commerce, professional organizations, book clubs—any group with even a remote connection to your potential customers.

Business owners. If you want to sell to a business (specialized meat products to a restaurant or your crafts in a retail store, etc.) you need to make a presentation to the business owner.

Professional contacts. Like your veterinarian, find professionals who are potentially in contact with your customers—whether that’s an accountant, a doctor, a dentist, a nutritionist…Depending on what you sell, there are people all over your area who can recommend you!

Schools, libraries. If you have baby animals born at your farm and are not making presentations to primary school children and at the library, you’re missing a bet.

4-H and FFA Groups. These groups need information about your animals and products.

Events with speakers. Especially when they are about the community, might be a venue where you can present your information. Here’s a facebook blurb from Joylene Reavis who raises emus and does a dynamite job of marketing all the time:

"Yesterday I traveled to Rockford, IL to give a 70 minute emu presentation at a monthly get-together for a group of retired workers at Hamilton Sunstrand Corporation."

The above list is not exhaustive. You may be able to come up with many other places to give your presentation! Be creative. Be a little aggressive. They are not going to come ask you--you have to go ask them! Do some cold calling. Make an appointment.

What Goes Into a Presentation?

Remember marketing’s first principle! If you’ve forgotten, read my books or look back through old issues of this blog—heaven knows I harp on this!

Remember the listener’s self interest! A marketing MUST! Why should they listen to your presentation? You are going to make their life better in some way—by solving a problem, filling a need, making them laugh or providing a way they can help others. Maybe you’re going to teach them a new skill, or help them get better at something they have to do, or just show them a broader view of their interests. But you are going to connect what you do/sell/provide with what interests them. Or you will bore them to tears.

The above paragraph is a little simplistic for a process that is not all that simple for most presenters. It takes some hard thought and your creativity. You’ve heard of the degrees of separation? Well you need to map those for your audience—how they are connected to your business--whether that audience is one person or a big group.

Presentations need to be scripted, clearly presented, rehearsed—even if it’s not memorized—and if you’re selling right then, you need to have a really good closing that gets results.

A few presentations might be all that’s standing between you and some great sales!

Here’s my special offer for anyone who buys a book (or audio visual product) from me April 15, 16, or 17 2011. (http://beyondthesidewalk.com) I will offer a free consult to help you find the right approach for a presentation you want to make. By telephone or email, we’ll figure out what your product information can do to keep your audience entertained, interested and enthused! We can also work on your closing so you get the results you’re looking for!

Where Else Can I do Marketing?

2011-04-07T07:23:00.000-07:00

This begins a series of articles that will cover places to do marketing. You may already be taking advantage of some. But let’s see if there are some you have not yet tried!

Chapter four in “Marketing Farm Products” (http://beyondthesidewalk.com/marketing_farm_products.shtml) is a whole chapter about some of these ideas with more detail on executing the more complex of them. But today let’s start with SIGNS.

Self-evident, right? Well, let’s think about places you may have overlooked!

First, what does your sign look like? Is it well designed, colorful, clever, eye catching, informative—or is it boring, bland, forgettable? Sign and logo design might be worth some professional help!

Now, do you have a sign on your farm property? On your retail space, whether that’s a booth, a table or a store? How about on bulletin boards or in windows of sympathetic businesses? Is your sign on your stationery, your give-always (like pens or coffee mugs)? Do you have clothing you can wear with your sign on it? Why not wear a T-shirt or jacket that advertises who you are and what you do? Make it a point to wear your sign as often as possible.

Are you old enough to remember the Burma Shave signs? If not, ask your parents. They were some of the best advertising ever, they made travel by car entertaining, and they are still iconic. You could resurrect the idea on the road leading to your farm or your shop or just anywhere you can get permission to put signs. And change them weekly or monthly. Think of the publicity you could get! Here is a website with archives of all the Burma Shave jingles…http://burma-shave.org/

Here’s one of the last they did in 1963 but they started in the 1920’s:

“Don’t lose your head
To gain a minute
You need your head
Your brains are in it.
BURMA SHAVE”

If you’re the least bit clever with jingles, you could create a lot of good will and recognition for your farm, your products and possibly boost your sales.

The above info is not comprehensive. Tell me where you’ve put signs that I haven’t included.

The second category of marketing I want to cover today is the indirect kind. There are many opportunities within your community, your social world, your professional life where you can increase your exposure. Sometimes it’s just about making sure everyone knows what you do what you sell or what your business provides. Ever heard of an elevator speech? It’s a short paragraph you can naturally say to anyone—for instance in an elevator ride—that peeks their interest and makes them say, “Oh, yes, could I have your card?” Develop your own elevator speech. And don’t forget marketing’s first principle. It’s not about you! Tell them how their life gets better with what you have for sale. Not, “We raise _______________.” But “We give people better health (spinning experience, exciting family experiences…what is it you do that they’re hoping for, anyway).

Other indirect marketing is about the things you do FOR your community. Do you volunteer? Of course, when you do, you wear that T-shirt with your farm info, right? Can you sponsor some activity or event or a publication? Sponsors usually get some PR for doing so. Can you give funny or informative speeches at schools or business functions? Do you have some expertise you can share-- as in teaching a class? What about writing skills? There are many possibilities for writing articles, how-to’s, exposés, travelogues, diaries, blogs and many others. Some of that might actually bring in income, but of course a lot will be just for the exposure. You’re allowed to give a plug for yourself as long as it’s not too overdone. It gets you noticed; it gets you PR points!

I bet I’ve written 20 free articles for each one that I got paid for, but it all builds up your level of credibility. And you might be surprised to find that often you can actually sell an article that will help you market your farm and farm business – because you’re an expert.

My friend Anne Wayman blogs almost daily about freelance writing at AboutFreelanceWriting.com (http://aboutfreelancewriting.com). You’ll find tips about finding writing markets, handling the business site of writing and the how-to of writing both for the web and blogs and for print.

Work with a business in your town to write a short pamphlet about some subject that their customers need to know. What about a real estate check list for the RE agents to hand out to those looking at rural property. How about a pamphlet on goat, horse, alpaca or other care for your Vet to hand out? Ask other businesses what info they wish their customers had easy access to. What about other subjects you’re knowledgeable about and others need to know?

Successful businesses are those who think creatively about what and where to do marketing. Don’t limit yourself and your business. More next time!

Key to Sales is Smarter Marketing—especially when the economy’s like this!

2011-04-06T08:47:00.000-07:00

When America was high on the hog, marketing wasn’t such a big deal!

Buyers were not so hard to find. Now it is! What that means to the small farmer—especially you folks that raise alpacas-is you need to know a lot more about how to reach your potential customers!

So today I’m talking to alpaca owners. Tomorrow I will talk about some general avenues (for all farmers and crafters) that you may not yet have taken advantage of--some ideas for getting attention for your name and your product.

But if you have an alpaca farm, there is a powerful marketing tool—not yet available for other species, unfortunately. It is a place with a centralized data base and some of the most original marketing I have seen in rural America! It’s ALPACASTREET (http://alpacastreet.com) and if you are not yet a member, I’m wondering why not?

AlpacaStreet’s “Breeder Program Max” has some real plusses! It gets you more exposure, more potential contacts than anything else I’ve seen—with these great programs and more:

• Breeder marketing groups
• Stud club
• “ORGLE” (One Really Great LEase) that solves some problems for both sellers & buyers
• 1 Hour auction—innovative concept!
• one free month of a logo ad, too!

Dan makes it very easy to get your information moved onto Alpaca Street. If your alpacas are listed for sale on any other internet site, AS will load up to 20 of them for you at no additional charge! This includes a farm page and up to 20 alpaca listings. You sign up for Breeder Program MAX, and within 24 hours, your site is done and your logo ad is running!

Take a look at http://alpacastreet.com/articles/103/Alpaca-Breeder-Comments/ to see what members are saying about the prospects and sales they’re getting!

The cost for this “Breeder Program Max” is a very reasonable $150 for the whole year. But for the rest of the month of APRIL, when you join the Breeder Program Max, Dan’s also giving you a free copy of my book, “Economy Proofing Rural Business” (a $30 value) ! So that’s how I come into it, and if you’d like to see what my readers are saying, look at http://beyondthesidewalk.com/economy_proof.shtml

In order to get the free book, you MUST put “Ellie’s Book” in the comments field when you join!

You can order the Breeder Program Max online by first registering here: https://alpacastreet.oursafeserver.com/register.html.

After registering, click the Join button on your “My Account” page to sign up for Breeder Program MAX. You can sign up by phone at 330.727.5334

Tomorrow I will cover some other ideas for marketing! Happy marketing!

Are You Dreaming or Dismayed?

2011-03-31T07:51:00.000-07:00

Blatent Self Promotion: Ellie's new adventure is an exploration of issues for those who are older and feeling it, fatter, or sicker than we want to be! We are investigating what's true, what's hype and what's damned lies about health, aging, nutrition and accepted protols.
Blog is at http://mindingthemiddleagedmiddle.blogspot.com/ with at least weekly articles about what's really known and what's just conventional (but not very helpful) wisdom.
Website with more and developing backup for this adventure at http://mindingthemiddleagedmiddle.com/index.shtml
For any who opt in to the yahoogroup for inbox delivery (like this one) there is a free white paper on what it means to take this particular bull by the horns!

Marketing Article: Are You Dreaming or Dismayed?
Before PT Barnum became the circus owner we all know of, which was late in his life, he owned a museum of oddities. It was a multistoried, huge building full of exhibits of interesting and weird things he’d collected from all over the world. Barnum’s museum burned down—not once, but twice during his lifetime. He also lost his wife, and two daughters. He went bankrupt, too.

Mark Twain also faced some of the same personal tragedies. Both men invested in businesses that failed. He too suffered bankruptcy. He too lost his wife.

PT Barnum and Mark Twain were contemporaries. Both men are considered greats in their respective fields. They both lived through the upheavals of the Nineteenth Century—the Civil War, the diseases that ran rampant, the beginnings of the industrial revolution, robber barons, the Indian wars, terrible crime, slavery, famine and poverty, and both political and religious hysteria.

And yet, there were huge differences in how they responded to the circumstances of their lives. Mark Twain suffered bouts of anger and depression. Barnum never allowed the difficulties of life to get him down. When he received word that his museum had burned down, the next day he simply began to rebuild. He never lost his optimism and his belief that every situation held opportunities. That allowed him to meet every disaster with calmness and expectation that all would be well. And for him that became the truth.

In your lives you probably know examples of people who meet disasters in widely different ways. There are those who stop moving forward and descend into negativity—discouragement, depression, complaining, giving up. And there are those who seem to find strength and opportunity—a way to grow from their situations. It is the difference between dreaming or being dismayed.

I have talked before of two great examples of those who found growth and opportunity for good from disasters. Steve Jobs (founder of Apple who was so publically fired) and Rachael Scott’s family (Columbine massacre victim whose family began a national program in schools.)

How do you deal with the problems that life throws in your way? And why does it matter?

First of all, how do you want to feel? Depressed, angry, discouraged, sad? Or would you rather feel hopeful, energized, eager and confident in your progress (however that is defined)? How you respond to events in your life can make a big difference in the results you end up with. And your response is very much your choice.

Right now, the economy--recovering they tell us--is the still the biggest disaster in the lives of most farmers. I hear from you daily. “I haven’t sold an animal in over a year!” “No one wants to buy a ____________ in this economy.” “No one has any money.” Email lists are full of herds being dispersed.

If you want to feel bad and have minimal (or no) success, keep focusing on the things that cause you dismay. Yes, there are those things out there. You can focus on those things if you want to be discouraged and less successful. But if you want to feel better, even feel good, if you want to work on your dream, if you want to sell animals, crafts and produce, you need to change your focus and attention.

How? Do this experiment right now. Pick up a pencil and jot down (the writing is important) five things that are right with your world. They do not have to be big things. Are there some flowers that have bloomed? Is the sun shining? Is it almost time to plant something? Did your best friend call? Did that new baby in the barn snuggle up with you this morning? Did you finish a chore that feels good to be done with? Little things, big things, write them down. At least five.

How do you feel now? It turns out that the act of finding things in your life that are good, right, positive...it changes outcomes in miraculous ways!

Here’s the reason it works. When you look for the good stuff, that’s what you find! When you look for the bad stuff, that’s what you find. And what you focus on makes your brain work in different ways. It screens for different things, either possibilities or lack of them--for the dream of dismay.

If you’re depressed, complaining or discouraged, your brain is screening out opportunities that are available. It refuses to allow you to pay attention to what’s possible. Its job is to keep what gets into your processing center consistent with the instructions you give it. And your instructions are—Things are bad! But the reverse is true, too. You can give it the instructions: Things are great!

Thie economy can be a wake up call. There are opportunities. Have you been trying to run your businesses like a hobby? In a decent economy, that sometimes works. But a business has three parts if it is to be successful—product, financials and marketing. Give any one of them less attention than it needs and your business will be less than it could be. This economy is the time for you to find opportunities for success by giving marketing more of your attention. Marketing consistently, with the customer’s interests in mind and in more places than ever!

Look for opportunity. Look for the good stuff. Follow your dream! Believe it's possible, because it is. Will you have to spend more time? Will you have to learn new skills? Will you need to read some books, take a class, brain storm? Absolutely! That’s where success comes from! But start by paying attention to what you’re focused on. It’s an adventure! You can do it! Stay tuned. I’ll be reminding you of attitudes and skills for Dreaming big!

Headlines are supposed to get you noticed

2011-03-28T05:16:00.000-07:00

How invisible is your headline? Here are some examples of headlines that get overlooked:

(breed) Babies for Sale (you and a thousand other people)
Quality ________for Sale (what does “quality” really mean?)
Great __________Now Available (“great” is nebulous. It’s overworked—boring)
Herd dispersal (and why should they care????)
Handcrafted natural fiber _______ (how does that make a customer feel better?)

The above headlines are missing the point of a headline which is to get you noticed. Why? Because they don’t give the customer any reason to care about what you have for sale.

So the question is how to get them to care.

1) Who are you talking to? If you’re talking to someone who wants to show a particular species and become a well known breeder, your approach has to be different than if you’re talking to a homesteader who wants more sustainability in her life. Your animal or your product might be perfect for both, but how to catch their attention is very different because they want different things. So decide who you’re trying to reach and what matters to them!

2) If you talk about yourself and your stuff, no one will notice. They don’t care about you. Customers only care about themselves. They might someday be your best friend, but right now they do not care about you, your stuff and what matters to you. They care about themselves! When you can reach them at that level, they’ll pay attention.

3) Go ahead, jot down a headline. Now ask yourself, “Am I talking facts?” Because facts are about you. To catch attention figure out how the fact makes the customer feel better, solves a problem or fulfills his hopes. That’s why the fact matters to your potential customers. Now change the headline with the reason it matters.

Here are some headlines that talk about why facts matter.

Wrap your Loved One in a cloud of Softness
Move your farm into Blue Ribbon Territory
How your child can get that sense of accomplishment
How to improve taste and boost nutrition too
Want your own line of top notch udders? Here’s the genetic prepotence to do it!
More milk and easier milking too
Protect you investment without breaking the bank
Catches your eye with spots, spots and more spots!
How we brought home 6 purple ribbons
He’ll put more milk in the bucket (lower microns on the fiber
We’ll make it easier & you more successful with our 3 year mentoring program
Make the softest, downiest sweater with baby alpaca yarn

Ask yourself, is it a fact? If it’s a fact, then it’s about you and your stuff. Potential customer are saying, “Who cares!”

For every fact, there is a reason that it matters to your potential customer. Tell them why it matters and you’ll get noticed!

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Headlines or Subject Lines

2011-03-20T06:36:00.000-07:00

Many of you do major advertising on email lists. They’re free and have the potential reach a lot of people with your interests. That’s certainly a good thing!

UNLESS your headline (you know, the subject line) is so boring or invisible that no one reads your post.

What makes a subject line boring or invisible? Well, lots of mistakes can result in invisibility, but the two biggies are if you do not make it relevant to the potential reader and if it’s just ho-hum, boring. And the two are intimately tied together.

What makes it relevant to a potential customer is also going to be not boring to him. Try this thought experiment. Which do you think will get attention?

Say to your teenaged son, “I want you to clean out the kidding pen (birthing stall) before you go out Saturday night.”

Or, “You can get $35 for your Saturday night date if the kidding pen (birthing stall) is all clean by then.”

One conversation is about what you want. The other is about what he wants. Oh, you’re in there, but you came second. You put his wants first and what you want second.

Well, that’s an example of marketing’s first principle: Marketing is not about you—it’s about your customer.See, good marketing is about building relationships and persuading. So is LIFE! When you think about your next ad on an email list--a friday market, make your subject line ring out with the information that’s relevant to what a customer might want.

It’s not about announcing it’s friday market. Nor is it about the fact that you have something for sale! The potential readers are simply thinking “So what!” “Who cares?”

And that’s even more important if you have something for sale that a lot of other people have for sale. In March and April every year, hundreds of people have newborn livestock for sale, especially males. If you want to hear from buyers, you better tell them why your newborn male is different and gets them what they want. Tell them why they should care. Will his genetics get them more blue ribbons, more marketable fiber, more meat on his offspring, more milk in the bucket, more color or spots??? What hope a customer has is he the answer to?

The subject line of an email list ad is your one and only chance to catch attention and persuade buyers they should read your ad. Remember this one truth about selling/marketing…Customers just don’t care what you want! Make it about what the customer wants. Yes, there are lots of great facts about your product, be it animal vegetable or mineral. But for your marketing, tell him why the facts matter to him!

Best wishes for your continued success and prosperity beyond the sidewalk!